o eman ati ▁dist illery , ▁Tan ag ra ▁dist illery ▁ ▁and ▁W ilder er ▁Dist illery . ▁ ▁In ▁the ▁ 1 9 9 0 s ▁the ▁liqu or ▁industry ▁established ▁the ▁notion ▁of ▁super ▁prem ium ▁spirits ▁offering ▁a ▁higher - quality ▁( and ▁usually ▁more ▁elabor ately ▁pack aged ) ▁product ▁at ▁a ▁higher ▁price . ▁The ▁higher ▁prices ▁created ▁an ▁opportunity ▁for ▁small ▁dist iller ies ▁to ▁profit ably ▁produce ▁n iche ▁br ands ▁of ▁ex otic ▁spirits ▁that ▁did ▁not ▁need ▁massive ▁econom ies ▁of ▁scale ▁to ▁maintain ▁profit ability . ▁The ▁first ▁de cade ▁of ▁the ▁new ▁mill en ni um ▁saw ▁the ▁creation ▁of ▁hundreds ▁of ▁such ▁dist iller ies ▁producing ▁products ▁that ▁were ▁designed ▁and ▁market ed ▁in ▁a ▁way ▁that ▁res emble d ▁celebrated ▁restaur ants ▁more ▁than ▁alco hol ic ▁spirits ▁market ing . ▁N umer ous ▁compet itions ▁and ▁publications ▁were ▁formed ▁to ▁support ▁the ▁bur geon ing ▁sub - c ulture ▁of ▁spirits . ▁ ▁It ▁is ▁no ▁longer ▁the ▁case ▁that ▁micro dist iller ies ▁are ▁producing ▁at ▁the ▁prem ium ▁end ▁of ▁the ▁market ▁only ; ▁the ▁established ▁br ands ▁are ▁under ▁threat ▁from ▁local ▁micro dist iller ies ▁at ▁all ▁price ▁points ▁( with ▁the ▁possible ▁exception ▁of ▁the ▁ult ra ▁disc ount ▁super market ▁br ands ▁such ▁as ▁S ains bury ' s ▁and ▁T es co ' s ▁" value " ▁br ands , ▁which ▁are ▁close ▁to ▁loss ▁leaders ). ▁ ▁In nov ation