“Managing a shift in consumer perceptions can also help to change liqueurs from being viewed as old-fashioned by too many younger people. This is partly due to a failure to update the image of the category and capitalise on the category’s rich provenance as something alluring rather than anachronistic.”

– Jonny Forsyth, Senior Drinks Analyst

Some questions answered in this report include:

Are liqueurs missing out on sales by lacking relevance to younger drinkers?

“Managing a shift in consumer perceptions can also help to change liqueurs from being viewed as old-fashioned by too many younger people. This is partly due to a failure to update the image of the category and capitalise on the category’s rich provenance as something alluring rather than anachronistic.”

– Jonny Forsyth, Senior Drinks Analyst

Some questions answered in this report include:

Are liqueurs missing out on sales by lacking relevance to younger drinkers?

Can greater investment in branding lead to healthier returns?

Is a lack of innovation holding the sector back?

Is the sales decline in 2011 a harbinger of things to come?