Brown-Forman in its half-year results last week. A
significant reason for this appears to be that Americans are
both uncovering and rediscovering a love for whisk(e)y,
whether it's Irish, Scotch or Bourbon. Citing Nielsen
figures, Brown-Forman said last week that whisk(e)y sales
are increasing in value faster than the US spirits market as
a whole. The group's CEO, Paul Varga, said that he has not
seen consumer demand like it.
A key driver of this demand has been distillers'
willingness to experiment with flavour. Jack Daniel's
Tennessee Honey whiskey is only the latest example. Before
that, Jim Beam's cherry-infused Red Stag made waves
immediately following its launch. It looks very much as
though flavour innovation is introducing a whole new type of
consumer to whisk(e)y in the US.
Doubtless, the moves are anathaema to some aficionados. It
remains unthinkable in much of the Scotch industry. There
is, too, the risk that distillers are giving in to faddish
trends in the hope of short-term gain. Conscious of this,
and without quite spelling it out, Varga was keen to make
clear that Jack Daniel's won't 'do a vodka' and land a new
flavour on the shelves every week. However, flavoured
whisk(e)y, when done right, might help the category to win
over a whole new generation of drinkers.
Bron: Just Drinks
