WITH LOVE THIS FEBRUARY, OUR BROCHURE IS OUT NOW
WITH LOVE THIS FEBRUARY, OUR NEW BROCHURE IS OUT NOW
Sip back in time and enjoy a ‘twist’ of our new Pop Art themed brochure! As ever, this new IM brochure is packed with a fantastic selection of drinks products to inspire and enhance your spring offerings. Discover unique products and cocktail recipes designed to elevate your drinks lists and ignite fresh creative ideas.
Inverarity Morton are celebrating 80 years in business this year, and in this latest brochure we’re taking a look back at the swinging ‘60s.
The 1960s saw significant changes in drinking habits across Scotland and the wider UK. Lager gained popularity, particularly among younger drinkers, with consumption more than doubling over the decade, challenging the long-standing dominance of traditional ales and stouts. By the end of the 1960s, lager accounted for nearly 20% of all beer sales in Scotland, signalling a major cultural shift. Whisky remained a key staple, with blended Scotch brands thriving both domestically and internationally, exporting millions of cases annually. However, single malts, still regarded as niche, had yet to reach mainstream appeal. Cocktails and spirits, such as gin and vodka, saw a noticeable rise, especially in urban centres like Glasgow and Edinburgh, reflecting the influence of American and European trends on Scotland’s emerging cosmopolitan drinking culture. The era also witnessed a surge in demand for imported wines, with consumption of French and Italian varieties doubling by the late 1960s. Against this backdrop, Scotland’s licensed trade evolved rapidly, with the 1962 Licensing (Scotland) Bill introducing key regulations, including the modernisation of pub interiors to create more welcoming environments. Pubs increasingly began to cater to women, marking a significant social shift. The decade also saw ongoing debates over Sunday trading hours, economic challenges from rising alcohol duties (which increased by nearly 25% throughout the decade), and major industry milestones like William Grant’s distillery launch in 1964 and the establishment of the Scottish Tourist Board in 1969. Influential companies like Inverarity Morton played a vital role in shaping the changing hospitality landscape, responding to evolving consumer preferences and driving innovation in the licensed trade.
Look out for our upcoming 2025 brochures, where we’ll delve deeper into certain decades, offering insights, anecdotes, and a toast to the enduring spirit of the Scottish alcohol trade and hospitality industry. As always, don’t hesitate to contact your Inverarity Morton Account Manager for more information on our products and brochure deals.
