Kate Skelton talks key growth opportunities in spirits

Kate Skelton is NSW/ACT Field Sales Manager at Bacardi-Martini Australia (BMA). Prior to her career at BMA, Kate joined the liquor industry in 2016 with Australian Vintage, and over the course of a decade, she has observed the significant evolution of consumer preferences.

Right now, she sees several key trends shaping the spirits market.

“Consumers are increasingly opting for higher-quality drinks, with a growing demand for prestige portfolios. This shift towards premium products is driven by a desire for better craftsmanship, distinctive flavours, and superior experiences. In fact, the largest driver for consumers in the on-premise space is the ‘quality of experience’ (84 per cent),” Kate told Bars & Cocktails.

With consumers more willing than ever to invest in higher-end options that offer superior craftsmanship, distinctive flavours, and unforgettable experiences, tequila is one category experiencing remarkable growth.

“In Australia, tequila consumption has evolved, with more drinkers enjoying tequila in cocktails (41 per cent) than as shots (34 per cent), highlighting the versatility of the spirit and a shift in its perception. Tequila is now the #1 category in growth, with its share in the spirits market doubling over the last five years,” she added.

Kate also speaks to increasing health consciousness and the rise of cocktail culture.

“As consumers become more health-conscious, lighter, lower-calorie options have gained traction. Drinks like the St-Germain Hugo Spritz and Grey Goose Premium Spritz align with this shift, offering refreshing and flavourful alternatives that fit into a more mindful lifestyle.

“Drinking occasions are shifting to be earlier in the day, as highlighted in the CGA On Premise Report. This trend has contributed to the rise of the aforementioned Spritzes, with the global on-premise value of Spritz drinks increasing in the past year. This aligns with the broader focus on enhancing the quality of the drinking experience, making cocktails an integral part of more occasions,” she continued.

The outlook for Australia’s spirits market

Looking ahead, Kate sees these trends representing key growth opportunities for Australia’s spirits market in the coming years.

While tequila has already experienced substantial growth, Kate expects continued premiumisation of the spirits market to boost growth of the wider agave spirits category, alongside vodka and North American whiskey, which is expected to increase by nine per cent CAGR in Oceania in the next three years.

With the rise of sessionable cocktails like the Spritz shaping new drinking occasions, Kate says consumers will continue to seek out social experiences around quality drinks.

“Consumers are increasingly valuing celebrating moments with family and friends over cocktails. According to the 2025 Bacardi Global Consumer Survey, nearly 39 per cent look forward to celebrating with spirits, and 47 per cent enjoy them when relaxing socially.”

Sharing her outlook for the off-premise, Kate added: “Online shopping and digital platforms offer a significant opportunity to expand reach and drive sales as consumers increasingly turn to e-commerce for convenience.”

Critical factors to success

With a clear passion for the spirits category, Kate feels a strong connection to the BMA brands. Featuring Grey Goose, Patrón, Bombay Sapphire, Bacardi, St-Germain, and Angel’s Envy, the BMA portfolio houses some of the most recognisable brands in spirits. According to Kate, building long-term brand equity requires a strategic approach with four key pillars at its core: consistency, trust, consumer experience and cultural relevance.

“First and foremost, consistency is essential. A brand must deliver a reliable experience in messaging, quality and values to establish a strong and recognisable identity with consumers. This consistency builds familiarity, which is crucial for earning loyalty,” says Kate.

“Trust is the next critical factor – brands that consistently fulfil both their functional promises and emotional connections create deep-rooted trust with their audience.

“Equally important is the focus on exceptional consumer experiences. Brands that consistently exceed expectations, whether through product quality or customer service, forge stronger emotional bonds with consumers,” she continued.

“Finally, cultural relevance is a game-changer. Brands must engage with consumers in meaningful ways, speaking their language and meeting them on the platforms they use. By staying attuned to evolving cultural trends while staying true to core values, a brand can not only maintain its place in the market but also grow alongside its audience.”

And Kate’s knowledge goes beyond consumer experience, it extends to her focus on building a best-in-class field team.

“I thrive on the challenge of building a strong, motivated team, fostering collaboration, and creating an environment where everyone feels supported and empowered to do their best work. The ability to have a direct impact on both their growth and the overall success of the company is what truly drives me in this position.

“What excites me most is the opportunity to work with and lead my team, who are all incredibly dedicated to their roles. I’m passionate about helping others grow, and it’s incredibly rewarding to see my team members succeed, develop new skills, and reach their full potential,” she concluded.