7 Whisk ( e ) y Trends in 2020
Reserve . “ Since so many varied types of finishes have been used in the industry I think the next evolution we will see are more blends of finishes like our Four Wood ( 2011 ).”
3 ) APPROACHABLE SCOTCH BRANDS
Many younger consumers are hesitant to buy Scotch because the price point poses a significant barrier . Entry-level bottles can cost $ 40 and up . Add in the diversity of Scotch , which can be confusing , and it ’ s no wonder when younger consumers reach for the likes of Bulleit Bourbon instead .
“ We know there are many fans of blended whiskies and bourbon that shy away from single malt because they find the language intimidating and the variety in the category hard to navigate ,” says Brian Kinsman , master blender at William Grant & Sons . “ Particularly , they are unsure about what the liquid will actually taste like . It ’ s a lot to ask of people to spend $ 50 on a bottle of something they ’ re not even sure they ’ re going to like !”
Producers like William Grant & Sons have sought to improve Scotch ’ s approachability . The company last year released Aerstone . This new brand has two expressions : Sea and Land Cask . The goal is to give consumers a simpler choice .
“ If you know whether you prefer smooth or smoky malts when you walk up to a bar , then you ’ ve got a great foundation from which to explore further ,” says Kinsman .
Sea Cask is smooth , while Land Cask is smoky ( taking its name from the Highland malt ). The kicker is the cost .
“ We ’ ve also tried to lower the risk for people with price ,” says
Whiskey Hall of Famer Rachel Barrie , master blender at BenRiach , The GlenDronach and Glenglassaugh , believes age statements still connote quality , but also sees continued growth for blended Scotches .
Kinsman . “ Both Aerstone Sea and Land Cask are priced at $ 28.99 .”
Look for more brands to enter the market with better approachability in terms of both understandable flavors , and entry-level price points .
4 ) AGE STATEMENTS MATTER LESS
We ’ ve been writing this for years : age statements have never mattered less to consumers . Quality comes first nowadays — trumping whatever number is on the bottle .
“ When it comes to Scotch , the age statement is an indicator of
LEADING BRANDS OF STRAIGHT WHISKEY , 2014-2019
( Thousands 9-Liter Cases )
|
|
|
|
|
|
|
|
Year Over |
Brand |
Supplier |
2014 |
2015 |
2016 |
2017 |
2018 |
2019 |
% CHG |
Jim Beam Family |
Beam Suntory |
4,192 |
4,318 |
4,560 |
4,962 |
5,350 |
5,807 |
8.6 % |
Jack Daniel ' s |
Brown-Forman Corporation |
4,887 |
5,058 |
5,175 |
5,231 |
5,251 |
5,307 |
1.1 % |
Evan Williams |
Heaven Hill Brands |
1,865 |
2,144 |
2,294 |
2,431 |
2,551 |
2,703 |
6.0 % |
Maker ' s Mark ( includes 46 ) |
Beam Suntory |
1,337 |
1,428 |
1,502 |
1,685 |
1,824 |
1,987 |
8.9 % |
Bulleit Bourbon |
Diageo North America |
635 |
810 |
1,075 |
1,205 |
1,345 |
1,426 |
6.0 % |
Wild Turkey |
Campari America |
590 |
610 |
636 |
658 |
705 |
710 |
0.7 % |
Woodford Reserve SBL |
Brown-Forman Corporation |
276 |
341 |
401 |
469 |
570 |
684 |
20.0 % |
Knob Creek |
Beam Suntory |
290 |
358 |
380 |
420 |
450 |
509 |
13.1 % |
Ten High |
Sazerac Company |
450 |
460 |
460 |
445 |
430 |
430 |
0.0 % |
Early Times |
Brown-Forman Corporation |
531 |
519 |
516 |
493 |
457 |
426 |
-6.8% |
Gentleman Jack |
Brown-Forman Corporation |
312 |
349 |
361 |
387 |
404 |
418 |
3.5 % |
Basil Hayden ' s |
Beam Suntory |
71 |
121 |
132 |
205 |
262 |
339 |
29.5 % |
Total Leading Brands |
18,493 |
19,665 |
20,880 |
22,201 |
23,372 |
24,793 |
6.1 % |
Others |
267 |
140 |
161 |
175 |
190 |
205 |
8.1 % |
Total Straight Whiskey |
18,760 |
19,805 |
21,041 |
22,376 |
23,562 |
24,998 |
6.1 % |
www . beveragedynamics . com July / August 2020 • Beverage Dynamics 17