American Whiskey purchase ,” Canepa says . “ This highlights the increasing role of social media in shaping consumer preferences and driving interest in specific whiskey brands .”
American Whiskey purchase ,” Canepa says . “ This highlights the increasing role of social media in shaping consumer preferences and driving interest in specific whiskey brands .”
All this puts Fitzpatrick ’ s role as an educator at Warren American Whiskey Kitchen more in demand . “ Consumers are looking to be directed ,” he says . “ They ’ re looking for people like me to tell them what ’ s new , what ’ s hot , what ’ s good .”
At the Westborough , MA-based Julio ’ s Liquors , owner Ryan Maloney does a lot of sampling on the store floor . “ It ’ s a lot easier to have somebody taste it than to explain what it tastes like ,” he says . “ Every palate ’ s different , everybody likes different things . That ’ s why there ’ s Coke and Pepsi .”
A DIVERSIFYING INDUSTRY Maloney says women have long been participants in his store ’ s whiskey events . “ We ’ ve always had quite a few women involved in whiskey here , but I think that ’ s becoming even more prevalent ,” he says . “ I think the demographic is spreading by both age group and gender .”
In fact , Daniel Rivas , general manager at Bank & Bourbon in Philadelphia , has been told women between 25 and 35 years old are the most sought-after whiskey demographic today by marketers . “ If there ’ s one thing I ’ ve found over the last several years is you ’ re seeing a lot more different types of people who are enjoying whiskey ,” he says .
Adds Mariena Mercer Boarini , Master Mixologist — North America , Wynn Resorts , “ 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 .”
As one might expect , younger consumers seem especially open-minded to trying that latest style or expression . “ We ’ re seeing younger Gen Zers coming in and looking to try different things ,” Rivas says . “ They ’ re a little bit more experimental in terms of being open to trying new product .”
Diversification is occurring amongst distillers as well . Products from minority-owned , female-run Uncle Nearest have been winning awards and exploding in popularity . Uncle Nearest 1856 Premium Whiskey scaled to the fourth spot on Drizly ’ s list of top 10 American whiskey SKUs in 2023 , up from number nine just the year before . It took just two years for the company to secure distribution in all 50 states and D . C ., along with international distribution . “ And we aren ’ t slowing down anytime soon ,” says Kate Jerkens , the company ’ s Chief Business Officer . “ As an independently owned company , everything we have done has challenged the norms of our industry .”
SHIFTS IN STYLES As the consumer base for American whiskey continues to diversify , it impacts the demand for different styles . “ A whiskey drinker today may have their go-to brand twice a week , but they like to try two new things twice a week , also ,” says Allen Katz , Director of Mixology and Spirits Education for Southern Glazer ’ s Wine & Spirits .
Thomas Mooney , founder and CEO , Westward Whiskey in
Allen Katz , Dir . of Mixology and Spirits Education , Southern Glazer ’ s Wine & Spirits .
Thomas Mooney , Founder and CEO ,
Westward Whiskey .
Portland , OR , says he ’ s noticed a significant change in demand in just the past year , with longterm popular products like his Original suddenly taking back seat to his 125-proof cask strength . “ All of a sudden , the mix of what we ’ re selling is completely upside down versus going into this year ,” he says .
In New Hampshire , Roy says the demand for barrel proof options is among the three most interesting innovations in American whiskey he ’ s seen this year , along with barrel finishes and unique flavor profiles . “ We even saw a cookie dough flavor ,” he says .
For Agnes in Minnesota , ryes have come on strong . “ It seems like they ’ re doing ryes a lot better , and there ’ s some really unique taste profiles out there with them ,” he says .
This summer , excitement also was building around the Tax and Trade Bureau ’ s ( TTB ) pending release of an official definition of American single malt . Maloney is excited about what that means for the category . “ I think we may start seeing American single malt being a player ,” he says . “ Do I see it as big as bourbon and rye ? No , probably not . But some of the bigger players will put more money into it .”
Fitzpatrick believes bigger brands like Jack Daniel ’ s and WhistlePig getting into the single malt game has been one of the most significant developments he ’ s observed in the past year . He ’ s also seeing more interesting wheat whiskeys , such as Old Elk in Fort Collins , CO . “ They ’ ve become wildly popular out of nowhere ,” he
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