‘Drink less, but better’ is the motto of many modern-day, health-conscious consumers. Consumers are seeking novel and premium spirits that offer unique flavours, and are willing to pay more for these high-quality tipples. Attributes, such as authenticity and provenance that reflect consumer’s values are booming in the spirit world. Tequila, rum and the innovative cocktails formulated from these spirits are making their way to the top of the spirit market in the UK. Will tequila and rum soon be competing with the ever successful whisky and gin industries of Scotland?