Consumers have been trading up in spirits for a decade especially in vodka. There is now a growing interest in gin within the cocktail scene as vodka brands struggle to differentiate themselves from one another. Gin is seen as a key future growth segment internationally. Japanese & Asian fusion cuisine is increasing in popularity and is one of the fastest growing restaurant sectors.
There are more than 7,500 Japanese / Asian Fusion restaurants with hard liquor licenses in the US (AC Nielsen).
This trend is being replicated across the globe.