Mid-Year Update: The Leading Whiskies In The U.S., Part 1

Total whisk(e)y volume in the U.S. expanded by six million 9-liter cases from 2017-2022, according to Impact Databank, reaching 58.5 million cases last year. Growth in American and Irish whiskies has been particularly strong, with American whiskies nearing 28 million cases after growing by nearly 70% over the past decade. Irish offerings, driven by Jameson, rose from approximately 2.3 million cases in 2013 to 5.4 million cases last year. This year, six of the top 10 whiskies in the U.S. by volume showed growth in control states in the year-to-date through June.

American whiskey leader Jack Daniel’s had total U.S. volume of nearly 6.8 million cases including flavors last year, according to Impact Databank. As brand owner Brown-Forman has hiked prices across the Jack Daniel’s family, the company reported it saw lower volumes of the core offering in its fiscal year through April. But Jack has been active on the innovation front lately, with its Bonded expression jumping out to 52,000 cases in its first year on the market last year. This year the brand followed with a limited 12-year-old whiskey retailing at $80 a 700-ml., along with a second batch of its 10-year-old ($70). “We released our first age-stated whiskey since the early 1900s in this series about a year ago and were thrilled with the overwhelmingly positive response,” said master distiller Chris Fletcher. “We know there is a lot of excitement for our Aged Series.”

Second-ranked American player Jim Beam neared 6.1 million cases in the U.S. in 2022, including its flavor portfolio. This year, the brand saw solid first-half growth in control states, and it was recently backed with a new “People are Good for You” global marketing campaign. In addition to the ads, Jim Beam is receiving a full refresh, including an updated label. Global brand vice president Veronique Mura said the push “puts our authenticity and warmth on full display.”

Portfoliomate Maker’s Mark ranked as the largest-volume American whiskey brand priced at $25 or above at 2.35 million cases overall in the U.S. in 2022. This year, its control state volume showed growth in the first half. In late July, Maker’s debuted a new global campaign called “Make your Mark,” starting with the U.S. market. The brand recently completed its Wood Finishing Series in the U.S. with its fifth release, Barrel Entry Proof ($70 a 750-ml.).

Diageo-owned Bulleit was up double-digits in control states in the first half of 2023. That came after the brand grew 9% to 1.7 million cases overall in the U.S. last year. If trends continue, Bulleit, which offers a flagship Bourbon and rye, as well as older, age-stated whiskies and limited releases, could cross two million cases in the next year or two. “Bulleit is having a great year,” Diageo CEO Debra Crew told analysts earlier this month, adding that the company gained U.S. share in both American whiskey and Scotch in its fiscal year through June. Bulleit ranks second only to Maker’s Mark in American whiskey’s above-$25 tier.

Evan Williams rose almost 4% in the first half in control states, building on a 2022 performance in which it reached 3.44 million cases overall in the U.S. From 2018-2022, the Heaven Hill brand expanded by more than 600,000 cases in annual U.S. volume. Along with Elijah Craig, Larceny, and Heaven Hill Bottled in Bond, Evan Williams is one of four whiskey labels Heaven Hill is priming for major growth going forward. “We see opportunity for those to become iconic, beloved brands,” said Heaven Hill co-president Kate Latts.

Tagged : Beam Suntory, Brown-Forman, Bulleit, Diageo, Elijah Craig, Evan Williams, Heaven Hill, Jack Daniel's, Jim Beam, Larceny, Maker's Mark

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