To support its Trending 2021 Report, Walpole partner William Grant & Sons has launched a podcast mini-series called Trends Distilled where industry leaders have discussed five key themes – identity, health, expectations, values and experiences.
The final, extended episode in the mini-series focuses on luxury brands and experiences; looking at how spirits sales soared as people upped their at-home drinks and occasions, as well as the importance of luxury brands to the UK and how brands stay relevant as the changing landscape alters our perceptions of luxury.
Helen Brocklebank joins host Tania Bryer, as the episode’s guest expert, discussing our love affair with luxury, how traditional brands are now pushing boundaries of digital innovation, and the possibility of luxury surging post-lockdown with purchasing habits showing an increase in ‘treat’ buys.
Speaking on the episode, Helen says: “British luxury is the crown jewel of the UK economy...worth £48 billion, it accounts for eight percent of overall exports.”
On treat buys, Tamara Lawson, William Grant & Sons Head of Insights comments: “Big brand logos are seeing a comeback with younger audiences, and we may well hope to see the roaring 20s kick off a time of hedonism once we get our freedom returned. For those who haven't been directly impacted by furloughs or job losses will have been saving up and when allowed, ready to spend their money.”
With Helen adding: “[Luxury] is a love affair. The thing you buy almost is just a souvenir of a much bigger experience. The beautiful watch you buy when you make partner at your law firm, you know, and then every time you look at that, it's a memento of that success that you had at that moment.”
Joining Helen, Tamara and Tania is Ambassador to Scotland for Glenfiddich Single Malt Whisky Mark Thomson, and Matthew Galloway from The Fife Arms, one of the UK's leading luxury hotels, who created a distinctly luxurious cocktail especially for the episode. The Spring Dhu combines the exquisite Glenfiddich 21 Year Old Single Malt Whisky with an indulgent Champagne milk punch.
The ‘Decentralisation’ of Luxury podcast, featuring Helen Brocklebank, is available HERE and you can also search for Trends Distilled. The William Grant & Sons Trending 2021 Report can also be downloaded HERE.