PHOTO CREDIT : © PETRRGOSKOV - STOCK . ADOBE . COM
BY KYLE SWARTZ
Brown spirits continue to boom in America . Although consumer education remains a bit behind — many people still don ’ t know the difference between bourbon and whiskey , or Scotch and whisky — interest in distilled spirits remains very high .
This is obviously great news for distillers , distributors and retailers alike . The depth of consumer interest has spurred numerous new brands to emerge from around the world in recent years . Product innovation also has reached new heights .
In this article we look at seven trends that are defining the American market for whisk ( e ) y in 2020 .
“ It ’ s one thing to produce a good batch of whiskey ; it ’ s another to do it with precision and consistency batch after batch ."
– Kaveh Zamanian Owner / Founder of Rabbit Hole
1 ) YOUNGER SPIRITS TASTING BETTER
“ Young ” and “ good tasting ” rarely go together when describing whiskey . Particularly in today ’ s craft boom , when a number of cash-hungry , new-wave distilleries rushed product onto shelves with unmellowed whiskey that was still sharp and raw . That ’ s hardly a way to build a brand : charging $ 65 and up for an off-flavored whiskey that needed more time in the barrel .
But at the same time that these bad apples rushed out products , other distilleries put in the time to figure out how younger whiskey could taste better .
The result has been a boom of bourbon , under five years old , that comes across the palate as being much older . How did some producers accomplish this unlikely feat ? The craft movement has brought rising levels of distilling expertise , knowledge and innovation . Add all that up , and suddenly the smarter distilleries can make younger whiskey
14 Beverage Dynamics • July / August 2020 www . beveragedynamics . com