Around 90% of all whisky bottles in the UK are bought as gifts in the retail sector, as more shoppers look for premium alcohol options, supplier Edrington-Beam Suntory (EBS) has told RN.

Speaking at the supplier’s whisky event last week in London, Joe Ellis, whisky specialist at EBS, said shoppers are looking for advice from retailers as to what to buy, and expect them to be able to deliver.

Mr Ellis also attributed the growth to an increase in the number of younger shoppers exploring whiskies.

“Whereas whisky was once considered an ‘old man’s drink’, that perception has now changed and we’re seeing more younger shoppers experiment with whisky cocktails, both at home and in bars,” he said.

Read more: Demand for global whiskies grow amongst younger shoppers