Why You're Obsessed With Craft Spirits: It's Not Just the Buzz

April 16, 2024 by
Sunny Madhwani

Alright, let's dive into the fascinating world of spirits, but not just any spirits—the artisan, craft kind that tickles our fancy and warms our souls. Have you ever wondered why certain spirits make your heart sing and others, well, don't quite hit the mark? It's not just about what's in your glass; it's about the journey, the story, and the psychology behind why we love what we drink. So, grab your favourite tipple, get comfy, and let's explore this intoxicating topic together.


The Allure of the Craft

First off, let's acknowledge the elephant in the room: we're suckers for a good story. That's right, a bottle of gin with a backstory of botanical foraging in the Australian Outback instantly becomes more appealing than its shelf-mate with a generic label. Why? Because humans are narrative creatures. We're drawn to stories of passion, dedication, and craft. When we learn about the distiller who laboured over their copper stills, experimenting with native botanicals to create a spirit that sings of its origin, we're not just buying gin; we're buying into a story, a dream, and a slice of adventure.


The Taste of Place

‘Terroir’ isn't just a fancy term reserved for the wine connoisseurs among us; it's a concept that's gaining traction in the world of artisan spirits. The taste of place—be it the salty kiss of an ocean breeze in a coastal whisky or the earthy undertone of a gin distilled amidst the dense, green rainforest—adds layers of complexity and intrigue to our drinking experience. It's the psychological connection between place and taste that enriches our enjoyment, making each sip a voyage to its origin.

A Toast to Individuality

In an era where mass production is the norm, choosing artisan spirits is a declaration of individuality. It's a way of saying, "I value uniqueness over ubiquity." This desire for individuality is deeply rooted in our psychology; we crave differentiation, a means of expressing our unique tastes and preferences. When we select a craft spirit, we're not just making a choice based on flavour; we're aligning ourselves with brands that reflect our personal narrative and values.


The Social Spirit

Let's not forget the social aspect of drinking. Spirits have a way of bringing people together, creating moments of connection and celebration. But when we choose artisan spirits, these moments are elevated. They become opportunities for storytelling, for sharing the lore of the liquor, and for experiencing the communal joy of discovery. In a way, these spirits become conduits for social bonding, enhancing our relationships and creating memorable experiences.

Quality Over Quantity

The move towards artisan spirits reflects a broader trend in consumer behaviour: a shift from quantity to quality. We're becoming more discerning drinkers, prioritising the craftsmanship and the sensory experience over mere alcohol content. This preference for quality speaks to our psychological need for authenticity and excellence. In a world overflowing with options, we seek out those that promise a genuine, unparalleled experience.

The Emotional Cocktail

Finally, our love affair with artisan spirits is not just about what's in the bottle; it's about the emotional cocktail they stir within us. These spirits evoke feelings of curiosity, pride, and a sense of belonging to a community of like-minded aficionados. They offer an escape, a way to momentarily step away from the mundane and immerse ourselves in a world of flavour, aroma, and story.

In Conclusion

So, why do we love what we drink? It's a mix of narrative allure, the taste of place, individuality, social connection, quality, and the emotions they evoke. In the end, our choice of spirit is more than just a preference; it's a reflection of our personality, our values, and our desires. As we navigate the world of artisan spirits, let's cherish the stories, the craftsmanship, and the communities that make each sip a journey worth taking.


There you have it, folks—a little psychological insight into our love for the finer spirits in life. Next time you're savouring that craft whisky or gin, remember, it's not just the alcohol warming you up; it's the rich stories, places, and people behind the bottle. Cheers to that!