Buffalo Trace, Angel’s Envy Bolster Super-Premium Bourbon

While the U.S. market’s long-term Bourbon boom has lost momentum over the past two years, key super-premium players continue to push forward. The $25 and over segment of the American whiskey category is now nearly 3 million cases larger in the U.S. than it was in 2019, now totaling almost 11 million cases, despite a slight decrease last year.

That impressive growth has been spearheaded by brands like Woodford Reserve, Elijah Craig, Buffalo Trace, and Old Forester, all of which continued their upward progress in 2024, according to Impact Databank, as whiskey consumers continue to favor higher pricing tiers despite the uncertain economic environment. The broader straight American whiskey category is also up solidly since pre-pandemic, rising by 2.5 million cases since 2019 to total 27 million cases, even after small declines the past two years.

This year, category momentum has slowed further, with most of the market’s $25 and over American whiskey leaders fighting an uphill battle to post positive volume growth in control states in the year-to-date through June. Two exceptions are Buffalo Trace from Sazerac, an Impact “Hot Brand,” and Bacardi-owned Angel’s Envy, both of which are up by double-digits. Four Roses, owned by Japan’s Kirin, also eked out control state growth in the first half.

Angel’s Envy recently debuted the latest addition to its Cellar Collection Series, Vol. 5, Straight Rye Whiskey Finished in French Oak Extra Añejo Tequila Barrels. The whiskey is bottled at 52.1% abv and is blended from younger Straight rye that aged for up to a year in ex-Patrón barrels along with older rye whiskey. It retails at $270 a 750-ml.

“We’re seeing a migration from ultra-premium to premium and super-premium tiers, driven by what we call smart indulgence,” says Susan Wahl, vice president of American Whiskey at Heaven Hill Brands, whose Elijah Craig label is above a half-million cases in the super-premium Bourbon segment. “People still want to treat themselves, but they’re prioritizing quality and meaning over excess.” Elijah Craig was the Official Bourbon of golf’s 2025 PGA Championship.

Brown-Forman-owned Woodford Reserve also continues to burnish its profile with its official sponsorship of the Kentucky Derby. “This collaboration is crucial for engaging new generations of fans and consumers by highlighting Woodford Reserve’s Kentucky heritage,” says Mia Simpson Culp, vice president and global managing director, Woodford Reserve and Old Forester.

Maker’s Mark Bourbon, part of the Suntory Global Spirits portfolio and the super-premium Bourbon leader, debuted a new multimillion-dollar global campaign earlier this year. The “Perfectly Unreasonable” push “serves as a manifesto for a new generation of global Bourbon enthusiasts, illustrating that breakthrough accomplishments are born from challenging the status quo with vision and determination,” according to the company.

At Diageo, Bulleit expanded its portfolio this year with Bulleit Bottled-in-Bond. “Our research shows that since 2019 consumers have expanded their repertoires and the number of bottles purchased by household,” says Jesse Damashek, senior vice president of marketing, Diageo Whiskey portfolio. “Whiskey consumers are exploratory but also choiceful about spending with brands whose quality and taste they trust.”

Tagged : Angel's Envy, Bacardi, Brown-Forman, Buffalo Trace, Bulleit, Diageo, Elijah Craig, Four Roses, Heaven Hill, Knob Creek, Maker's Mark, Old Forester, Sazerac, Suntory, Woodford Reserve

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