Samenvatting

Due to various lockdowns during the pandemic, the hospitality industry in the Netherlands experienced a shrinkage (CBS, 2021). This had an effect on the entire supply chain, including on the entire alcoholic sector, and the distilled sector in particular (Slijtersvakblad, 2022). Worldwide, the market has recovered much faster than expected due to the youth being the global revival after de pandemic (Horckmans, 2022). This recovery has also been noticed in the Netherlands as the turnover in the hospitality industry (CBS, 2022). After the lockdown, the overall popularity of spirits increased (van Beek, 2021), and millennials and the young-age population seem to be the driving factor behind the growing demand for flavored drinks Data Bridge, 2021). This finding together with recent trends and developments in the Dutch distilled spirit market have created space for opportunities for distilled spirit manufacturers and retailers world-wide to explore. Yet it is unknown what flavors to focus on. Therefore, this research is meant to help the manufacturers and retailers focus on developing and promoting a wide range of flavors that cater to the preferences of their target consumers in the Netherlands. Helping the manufacturers and retailers in the decision-making process intends to reach new sales peaks among these manufacturers and retailers world-wide.