Why ? The category has faced fierce competition from straight whiskey and tequila , as well as the ready-todrink ( RTD ) segments , says Marina Velez , research director , Data & Insights for The Beverage Information Group . There have been some bright spots , though . Reflecting the interest in premium products , super-premium volume drove growth in the Canadian whisky category , up 118 % since 2003 , she notes .
Canadian whisky has unique differences among consumer demographics when compared to other whiskey categories , according to a 2022 MRI-Simmons USA National Consumer Study on the beverage alcohol that participants drank in the past six months . The survey found that Canadian whisky appeals to more women than any other whiskey , with 41.8 % who said they drank the spirit , compared to 33 % to 36 % in other whiskey categories .
Canadian whisky also appeals more to consumers with an annual household income of less than $ 75,000 at 43.9 % who said they drank the spirit in the past six months , compared to 33 % to 35 % in other whiskey categories , which speaks to the category ’ s value proposition .
And as flavored whiskys have become more popular , the Canadian style ’ s usually smooth , sweeter flavor profile provides a natural progression to flavored variants .
Cinnamon-flavored Canadian whisky Fireball is perhaps the best known , though it ’ s typically classified as a liqueur . Root Out root beer flavored whisky , launched in 2018 , is based on a smooth Canadian blend aged four years in ex-bourbon American oak barrels that previously stored bourbon .
Category leader Crown Royal in particular has embraced flavored expressions , including Peach , Vanilla , Regal Apple and Salted Caramel . The brand will launch a limited edition Blackberry whisky this summer .
NEW BRANDS , PROMOS AND COCKTAILS
Canadian whisky introductions and in-
LEADING BRANDS OF CANADIAN WHISKY |
( 000 9-Liter Cases ) |
Brand |
Supplier |
2023p |
Share % |
Crown Royal |
Diageo North America |
7,120 |
42.3 % |
Black Velvet |
Heaven Hill Brands |
1,580 |
9.4 % |
Canadian Club |
Beam Suntory |
990 |
5.9 % |
Canadian Mist |
Sazerac Company |
971 |
5.8 % |
Rich & Rare |
Sazerac Company |
951 |
5.6 % |
Windsor Supreme |
Prestige Beverage Group |
770 |
4.6 % |
Seagram ' s V . O . |
Sazerac Company |
655 |
3.9 % |
Canadian LTD |
Sazerac Company |
651 |
3.9 % |
Pendleton |
Proximo Spirits |
503 |
3.0 % |
Canadian Hunter |
Sazerac Company |
415 |
2.5 % |
Total Leading Brands |
|
14,606 |
86.7 % |
Others |
|
2,241 |
13.3 % |
Total Canadian Whiskey |
|
16,847 |
100.0 % |
Source : Beverage Information Group
The Bearface Old Fearless cocktail , with Bearface Triple Oak whisky , charred cedar bites and maple syrup .
novations abound . Alberta Distillers Ltd in spring 2022 launched its core expression , Alberta Premium , in the U . S . — marking the first time the top-selling 100 % rye whisky will be available stateside . Whisky critic Jim Murray ’ s Whisky Bible series had named Alberta Premium Cask Strength as World Whisky of the Year in 2021 .
Bearface Canadian Whisky , launched in 2018 by White Claw parent Mark Anthony Brands , works with the wilderness and its powerful natural elements “ to transform our whisky into something more wild and adventurous through elemental aging , according to the company ” The process involves oak casks matured in repurposed shipping containers , exposed to the elements in the Canadian wilderness .
The brand in December released Matsutake 01 in the U . S . debut of its Wilderness Series . Bearface infused the expression with wild Matsutake mushrooms for a umami finish .
Crown Royal in November launched the first of several short films that showcase the brand ’ s premium label , Crown Royal Deluxe . Each film focused on a dif-
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