Flavored Whiskies Head For New U.S. Record In 2023

Despite slower growth in the broader drinks market recently, the flavored whisk(e)y segment continues to trend upward, with Impact Databank projecting that depletions will reach 18.25 million cases in the U.S. this year, up from 14 million cases in 2019. Marketers tell SND that the flavor segment continues to play an integral role in attracting new consumers to the brown spirits category, and flavors are growing ahead of the wider whisk(e)y market in NIQ channels through November 4 of this year, up 2.7% by value and 1% by volume.

At the top of the pack, Fireball continues to reign as the leading flavored whisk(e)y player by a wide margin, with U.S. volume surpassing 7 million cases last year. While the brand’s volume is down 3.4% in control states in the year-to-date through October, Impact Databank estimates that the franchise is up slightly for the year when factoring in its malt-based and wine-based offshoots.

One of the biggest growth drivers in the flavored whisk(e)y category lately is Ole Smoky, the third-ranked player, which crossed 1.1 million cases last year and is up double-digits in control states through October of this year. CEO Robert Hall tells SND the Tennessee-based distillery is “constantly innovating and looking for new flavors to excite our consumers.” A few of the latest flavors to come from Ole Smoky include Cookie Dough, Banana, and Mint Chocolate Chip Cream, which join a range that runs the gamut from Mango Habanero to Pumpkin Pie. Salty Caramel is the line’s top seller.

At Diageo, Crown Royal has seen growth this year for its Peach and Salted Caramel flavor expressions. Peach is up 2% in control states through October after reaching 800,000 cases in the U.S. last year, while Salted Caramel has more than doubled in control states in 2023, building on its 185,000-case U.S. volume last year. Those performances have partially offset declines for 1.8-million-case Crown Royal Regal Apple and 485,000-case Vanilla.

Crown Royal is also tapping into the premiumization trend with the recent launch of Crown Royal Golden Apple Flavored Whisky ($250). Aged 23 Years, it’s the brand’s “first foray into the prestige flavored category,” according to Crown Royal vice president Tatiana Conti, who adds that the early response has been strong. “We foresee an increased curiosity and demand for luxury flavored whisky among consumers,” she says.—Mary Keefe

We’ll have more on the flavored whiskies category in the second part of this feature.

Tagged : Crown Royal, Fireball, Ole Smoky

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