Impact’s “Hot Brand” American Whiskies Making Rapid Gains In 2021
September 14, 2021While the American whiskey boom has been a phenomenon for many years running, it shows little sign of slowing down. Earlier this year, Impact awarded a total of 14 American whiskey labels as “Hot Brands” for their 2020 performances. Those same 14 labels are largely continuing on their strong upward trajectories so far in 2021, with all but five of them increasing volume by double-digits in control states in the year-to-date through July.
On a percentage growth basis, Tennessee-based Ole Smoky is leading the pack among this group in control states so far this year, with a 41% surge in volume terms. If the brand keeps up its momentum, it should easily cross the 600,000-case mark for the full calendar year. Best known for moonshine, Ole Smoky launched a new small-batch American whiskey this summer, James Ownby Reserve Tennessee Straight Bourbon, retailing at $40 and bottled at 47% abv.
Heaven Hill’s Elijah Craig is likewise making rapid progress in control states, up 34% through July, while Woodford Reserve from Brown-Forman and Basil Hayden from Beam Suntory are both up by about 24%. Elijah Craig recently debuted a new Toasted Barrel Bourbon ($50), finished in a second, new, charred, and heavily toasted cask.
Woodford is also planning for plenty more growth, with Brown-Forman earlier this year announcing a move to double the capacity of its Versailles, Kentucky-based Woodford Reserve distillery. Like Elijah Craig, Basil Hayden has been active on the new product front, recently debuting a Toast expression ($50). The 40% abv whiskey swaps out rye for brown rice in the mash and a portion of the final whiskey is finished in toasted oak barrels after its initial aging period.—Daniel Marsteller
| Impact’s “Hot Brand” American Whiskies – YTD Growth In Control States | |||
| Brand | Marketer | Total 2020 Case Depletions1 |
2021 YTD Percent Growth In Control States2 |
|---|---|---|---|
| Jim Beam3 | Beam Suntory | 6,253 | 3.1% |
| Woodford Reserve | Brown-Forman | 977 | 24.4% |
| Wild Turkey | Campari America | 810 | 8.9% |
| Skrewball | Infinium Spirits | 581 | 5.9% |
| Ole Smoky4 | Ole Smoky Distillery | 550 | 40.9% |
| Gentleman Jack | Brown-Forman | 489 | 3.1% |
| Basil Hayden | Beam Suntory | 393 | 23.8% |
| Four Roses | Four Roses Distillery | 335 | 19.6% |
| Ezra Brooks | Luxco | 330 | -5.2% |
| Old Forester | Brown-Forman | 320 | 15.5% |
| Buffalo Trace | Sazerac Co. | 275 | 16.4% |
| Bird Dog3 | Western Spirits | 259 | 10.2% |
| Elijah Craig | Heaven Hill | 246 | 33.9% |
| Jack Daniel’s Tennessee Apple | Brown-Forman | 200 | 2.2% |
| 1 thousands of 9-liter cases 2 year-to-date through July 3 includes flavors 4 includes flavors and moonshine Source: NABCA and IMPACT DATABANK © 2021 |
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