Single Barrels, Upscale Brands Leading The Way For Bourbon

While Bourbon decreased 3% in volume nationwide last year, according to Impact Databank, leading upscale brands like Woodford Reserve (+3.7% to 1.5 million cases), Buffalo Trace (+17.5% to 600,000 cases), and Elijah Craig (+3.4% to 541,000 cases) continued to grow. Retailers see higher-end labels and unique offerings such as single barrel picks continuing the category’s momentum.

At Northern Indiana’s Belmont Beverage and Chalet Party Shoppes, which comprise 34 stores, the Bourbon category remains strong, with the $30-$50 price range seeing the most traction. “I don’t think the Bourbon fans are going anywhere anytime soon,” says president Clair McKinley. “The main trend for Belmont is price sensitivity. The economy seems to be affecting sales to influence buyers to buy what they know, name brands.”

Top-sellers across the retail chain are Jim Beam ($28 a 1.75-liter), Buffalo Trace ($30 a 750-ml.), and Jack Daniel’s ($40 a 1.75-liter). The leading small-batch Bourbons include Elijah Craig Small Batch ($30 a 750-ml.), Larceny Very Small Batch ($27 a 750-ml.), and Four Roses Small Batch ($33 a 750-ml.). “When you get to $60 and above, the Bourbon has to be something the consumer is looking for or something well-known,” McKinley says. “It is beneficial to educate the consumer.”

In upstate New York, Mike Mercado, liquor manager at Exit 9 Wine and Liquor Warehouse in Clifton Park, says the sweet spot for a 750-ml. of Bourbon at Exit 9 is around $60. Leading brands in that range at the store include Hard Truth Wheated Bourbon ($57.32 a 750-ml.), Green River Full Proof Single Barrel ($66.71), and Copper & Cask ($54.75 a 750-ml. of Barrel Proof 7-year to $63.80 a 750-ml. of Limited Small Batch Cigar Blend 7-year).

Mercado notes that single barrel offerings and emerging craft brands are contributing to Bourbon’s momentum. “Brands driving growth and intrigue include Still Austin Straight Bourbon – The Musician ($33.35 a 750-ml.), Whistle Pig’s Piggyback lineup ($54.61 a 750-ml. of Whistle Pig Piggyback Legend Series F1 V2 Stake to $798.62 for Beholden 21-year), and Vermont-based Lost Lantern ($90.98 a 750-ml. of Mississippi Memory Bourbon to $100.39 a 750-ml. of Far Flung Bourbon II),” he says.–Kevin Barry

Tagged : Buffalo Trace, Copper & Cask, Elijah Craig, Four Roses, Green River, Hard Truth, Jim Beam, Larceny, Lost Lantern, WhistlePig, Woodford

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