American Whiskey
GROWS UP
“ There was always an old stereotype of what a whiskey drinker is or was and I think we ’ ve all come to the conclusion that everyone loves whiskey .”
– Mariena Mercer Boarini , Master Mixologist
BY ANDREW KAPLAN
Things could not be going better for the American whiskey category . It ’ s firing on all cylinders as an ever-diversifying consumer base snaps up all kinds of new styles from producers both big and small .
“ We ’ ve increased our whiskey shelf presence three times in the last three years ,” says Tom Agnes , Liquor Operations Manager , Brooklyn Center , MN . “ And every time we do it , more products are coming . And they ’ re selling , that ’ s the thing .”
Adds John ‘ Fitzy ’ Fitzpatrick , Spiritual Advisor at Warren American Whiskey Kitchen in Delray Beach , FL ,“ This is the most popular whiskey ’ s been in history , which is crazy because we ’ re only two decades removed from the absolute lowest of lows ."
At the New Hampshire Liquor Commission ’ s ( NHLC ) 66 locations , American whiskey sales show no signs of slowing . “ It ’ s an exciting time as established brands are responding with new and exciting offerings , and new brands are coming on the scene each day ,” says Mark Roy , NHLC spirits marketing and sales specialist . American whiskey is NHLC ’ s second most popular category behind vodka , having grown in the past five years from $ 59.9 million to $ 75.7 million .
The Distilled Spirits Council of the United States ( DISCUS ) says the category reached $ 5.1 billion in sales in 2022 , an increase
of 10.5 % in revenue from 2021 , outpacing all of the other top spirits categories except for tequila / mezcal . At the same time , American whiskey volume increased 5.2 % to 31.2 million cases , putting it just behind RTD cocktails and the industry leader , vodka . By both revenue and volume , American whiskey is now the third-largest beverage alcohol category , according to DISCUS .
AN ENGAGED CONSUMER BASE If there is one engine driving the category to new heights , it ’ s consumer passion . On- and off-premise purveyors across the country are increasingly impressed with the depth of knowledge of today ’ s American whiskey drinker .
It ’ s helping drive sales of barrel proof products in Minnesota stores . “[ Consumers ] understand what it is and why it ’ s more money ,” says Agnes . “ They ’ re much more educated than they used to be . They ’ re all a part of a Facebook group that shares information , they listen to podcasts . They really dive into taste profiles and sourcing of product .”
In Ohio , Jim Canepa , Superintendent of the Ohio Division of Liquor , has also noticed the growing role influencers play in the whiskey community . “ Many whiskey enthusiasts now turn to influencers for recommendations on new products to seek out and
12 Beverage Dynamics • July 2023 www . beveragedynamics . com