Flavored Whiskies March On, Reaching New U.S. Milestone

Flavored whiskies have shown consistent growth over the past 15 years, rising from just a blip in the overall whisk(e)y category to a dynamic beverage alcohol segment of their own. Last year, depletions of flavored whiskies in the U.S. market reached 17.9 million cases, according to Impact Databank. That compares to just 3.6 million cases in 2011.

Led by 7-million-case player Fireball and 1.8-million-case Crown Royal Regal Apple—which combine to account for half of total depletions—the flavor category could see competition ramp up looking ahead as Pernod Ricard expands its range with offerings like Jameson Orange, an Impact “Hot Brand,” and most recently Skrewball Peanut Butter Whiskey, in which Pernod acquired a majority stake for an undisclosed sum in March.

The flavored segment is reaching out to an entirely new demographic of consumers, many of whom skew younger than the traditional whisk(e)y drinker, notes Lisa Hunter, U.S. brand director for Jack Daniel’s flavors. “The flavored whisk(e)y consumer is younger, more multicultural, and more urban than the traditional whisk(e)y drinker,” says Hunter. “We’re really targeting the next generation of beverage alcohol consumers with these brands.” Market Watch has more on flavored whiskies’ ongoing growth in the U.S.

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