Search

Macroeconomic Insights

Artisanal Appeal: The Rise of Craft

Riding many of today's consumer megatrends, craft products from soap to whiskey are rapidly gaining share across staple and discretionary categories and forcing established brands to adapt. Goldman Sachs Research’s Judy Hong, senior Beverage and Tobacco equity research analyst, explains what this craft revolution looks like in two of its biggest markets: beer and spirits.