Whiskey is a complex corner of the beverage world, rich in history and local regulations. But lately, bottles of everything from chocolate to peanut butter to cookie dough have arrived from established distilleries and emerging brands alike, bringing sweet flavors and lots of playfulness to the quintessentially traditional corner of the beverage world. It’s bringing
This ‘desertification’ of whiskey also responds to other market trends, such as the rise of other flavored spirits and the prevalence of hard seltzer. Purists may deny he cake-flavoured bourbon, but others believe these bottles are for new drinkers, including those unfamiliar with whiskey or alienated by that category. We believe that whiskey can be opened to
Writer and author Carla Newman believes that flavored whiskey has followed a similar trajectory as other popular spirits. It started with fruit flavors to please the crowd,” she says. Over time, flavors have become “more over the top”, offering cinnamon, vanilla and even s’mores vodka. Newman says. “Sweet, dessert-like flavors help attract groups accustomed to candy flavors such as vaping, fruity hard seltzer, sugary cocktails…and not too far from nostalgic childhood flavors.” Hmm.”
Of course, whiskey and vodka are separate spirits. Vodka is neutral by design, but flavors reminiscent of caramel, maple, vanilla, and other sweetness are common in certain whiskeys due to the time spent aging in wooden barrels. Drinks Her writer Millie Her Milliken emphasizes the importance of educating consumers about the difference between these naturally occurring characteristics and artificial infusions, but does not understand the appeal of Flavor Her whiskey. increase. “I can’t speak for people who drink, but I think this is the perfect way to do it,” she said. [whiskey] It’s a more engaging and fun category for newcomers,” she says.
It’s off to a good start.according to Nielsen IQ Data The flavored whiskey category released in October 2022 grew 14.6% over the past two years, outpacing the 8.4% growth of the overall whiskey market. Additionally, his IWSR, a beverage market analyst, “released some pretty encouraging numbers for this side of the whiskey industry,” says Milliken.
So it’s perhaps no surprise that flavored whiskeys are emerging at a record pace. Legacy branded products include his Jim Beam Apple, which debuted in 2015, and Jack Daniel’s Tennessee Honey, which has been sweetening glasses since 2011. screw ballPeanut Butter Whiskey was launched in 2018. dough ball Cookie dough whiskey, bottled from 2021.
Small and craft distilleries also participate in this activity. Bird Dog Whiskey of Kentucky launched a Blackberry flavor in 2010 inspired by the success of Flavored His Vodka, then added varieties such as Apple, Black His Cherry, Gingerbread and Salted Caramel. .Nathan Arnon, Distillery Director of West New York Southern Tier Distilling Company., he says he got the idea to create punking After he turned from Southern Tier Brewing to spirits, we got pumpkin flavored whiskey. most famous beerSimilarly, in 2019, Hotel Tango Distillery of Indianapolis has transformed its tasting room’s most popular cocktail, a s’mores-flavoured Old Fashioned called Flip Mode, into its now-popular flavored whiskey, Shumallow.
While purists may disdain birthday cake-flavored bourbon, others believe these bottles will open up to first-time whiskey drinkers.
For alcohol brands, it’s the flavorful hard seltzer that beats it. Called “amazing” by NielsenIQ in 2020, according to Statista, hard seltzer revenue in the US is expected to reach $16.36 billion in 2022, growing 31.68% annually. increase.
Flavored whiskey makers are often faced with a familiar refrain that echoes throughout the alcohol space, from beer fans about hard seltzer to bourbon snobs about birthday cake whiskey. Some drink experts and self-proclaimed aficionados claim that once you take a drink and blend the flavors, even if it’s “natural,” it’s no longer that drink.
Trevor Barnes, CEO and Founder of Hotel Tango Distillery, said: “But we can’t offer straight bourbon to everyone, especially if we want to get people to the point where they want to try bourbon or Old Fashioned.”
Barnes and Arnone confirm that flavored whiskeys have successfully found new drinkers and believe that longtime enthusiasts can find space for them in their bar carts as well. Bird Dog’s vice president of marketing, John Holtz, said: “Shmallow goes well with hot chocolate or coffee,” says Barnes.
Holdouts may remember that drinks are supposed to be fun, after all. It will never replace the traditional whiskey, but it might be possible to simply exist together like friends who don’t take themselves too seriously and know how to party. There’s room for everyone in the bar, even those who prefer something sweet to being thirsty.
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