Young shoppers aged 18 to 34 now account for 10% of all whisky spend in the UK, an increase of 2.5% from last year, creating a rise in demand for global whiskies that offer artisan and premium blends, suppliers and wholesalers have told RN.

Dan Bolton, managing director at Hi-Spirits, who distributes brands including Southern Comfort, said: “One reason for this is that American whisky, for example, is seen as more accessible by younger consumers coming into the market, who are increasingly enjoying whisky cocktails as part of their social life.”

Faith Holland, head of category and insights at Diageo, added that the flavour of the whisky remains a key priority for this demographic.

“Non-aged malts are in double digit growth, while sweeter flavours are most popular, dominating the whisky category by 61%,” she said.

Bipin Mandalia, director at London wholesaler Chetan Wholesale, said more younger consumers are also exploring and experimenting with Japanese whiskies, which are now much sort after.

“Manufactures are fuelling the trend by introducing different variants, including cask and sherry cask. Single malt whisky sales are also up as consumers look for premium brands,” he said.