The U.S. is witnessing a boom in craft distilleries. In response to changing consumer tastes, particularly those of millennials, and with the use of modern digital and social media tools, “artisanal” and “craft” gin, whiskey, vodka, and tequila startups are garnering significant market share — and attracting the attention of large incumbents. Deal making is on the rise. Established players have to approach the craft boom with a realistic and accurate view of the market and its underlying consumer dynamics, a well-designed plan for growth and capability development, and an appreciation of how these upstart brands can fit into their broader portfolios.
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