Sir, Your Britain’s Biggest Alcohol Brands report was hugely beneficial as it highlighted the rapid changes in the marketplace and the clear move by consumers to artisanal and premium spirits.

The market now has more brands, products and stories than ever before, but these three things combined will only get you so far. Now, more than ever, is the time when brands need to be making intelligent investments in order to capitalise on demand.

Developing a robust sales infrastructure, creating immersive and poignant brand experiences, and investing in vertical integration to gain valuable market intelligence all creates the right foundations for a brand to succeed. It seems an obvious strategy, but the reality is it takes a great deal of time and planning.

Consumer tastes are changing and evolving quicker than ever before, so having the tools and processes in place to spot them, react to them, and expedite NPD into the market will also pay dividends.

Leanne Ware, white spirits director, Whitley Neill