Although low-proof and no-proof spirits and cocktails have taken hold across North America, interest in the wide world of whiskey has not dried up. Far from it, in fact, if you refer to reports tracking business trends. According to Expert Market Research (EMR), the international whiskey market was estimated to be worth about USD 66.51 billion in 2023. Furthermore, this category, spanning American, Irish, Scotch, Canadian, Japanese, and Scotch whiskey, is forecast to reach a value of approximately USD 85.44 billion by 2032.
While a lot of market trends referenced in the EMR story center on individual consumers, on-premise bar managers, buyers, and bartenders are taking note of these trends to keep loyal and new customers interested and engaged. By the same token, distillers and their brand ambassadors are taking notice and acting accordingly.
Consumers Now Value Quality, Story, and Uniqueness in Whiskey Brands
“There is a rise of whiskey geeks,” observes Julia Petiprin, proprietor of Homemakers Bar in Cincinnati. “Customers are trading up to more premium spirits, particularly with the familiar brands. More than ever people want to make sure they know that what they are spending their money on is worth it. You see a lot of nostalgia brands coming back to life. Absolutely everyone loves a story. It also helps bartenders with talking points that they connect with as well."
However, it is also important for bartenders and personnel to differentiate between a story rooted in reality and a story built around marketing hype. Stephen Lyman, ambassador for Honkaku Spirits, stresses that a story goes a long way as long as it is true, its connection to the product is real, and there is a thread of authenticity running through what is told to consumers seeking new and different whiskey drinking experiences.
“Even with savvier consumers, there are still a lot of brands that fabricate stories or twist a true story to bolster their products. A bar or restaurant runs the risk of harming the relationships they have with their customers by spreading these sorts of stories. Consumers have come to expect special editions and annual limited releases, but I often see these bottles gathering dust unless there really is something special about what's inside the bottle, as opposed to just another gimmick.”
Rory Glasgow, national brand ambassador of Benriach, Glenglassaugh, and The GlenDronach Single Malt Scotch Whiskies, agrees that consumers are looking to level up their drinking experience. From his standpoint, limited production single malts’ growth in popularity reflects they are willing to spend extra to get their hands on “some of the most rewarding spirits to sip.” He, along with other professionals and experts, believes that education is key when it comes to keeping the interest of existing whiskey aficionados and bringing new customers into the fold.
“Folks working in similar roles as myself, as well as bartenders and managers, can be essential at guiding newcomers to the category of single malt to find the whiskey that is right for them,” he says. “The average [whiskey] consumer can be a bit intimidated by the category, but many are coming from the tequila or bourbon category [and already] have the skills to enjoy these spirits. It just takes a little guidance and education. It really boils down to flavor, and single malts in particular sit on a wide spectrum of flavor, ranging from smoky to fruity, from sweet to dry, chocolate to other confectionery notes. The possibilities are endless.”
Although Lyman of Honkaku Spirits is focused on importing Takamine 8 YO Koji-Fermented Whiskey, he observes that a few years ago, if you gave the typical American whiskey drinker the choice between a bottle of really killer craft distilled whiskey and an allocated product from one of the largest bourbon producers, they would, without fail, reach for the bottle from the big guys.
“Today things are starting to change. The best bottles from distilleries like 13th Colony and Starlight sell out just as quickly as Buffalo Trace and Four Roses' perennial favorites,” says Lyman. “We are seeing the same thing with Takamine. The whiskey consumer is more sophisticated than ever, and at the same time, they are starting to get tired of more conventional products and are starting to broaden their horizons. Sure, there is still a large portion of the market that continues to chase brands but that just means there is a little more of the newest, most delicious, and most exciting spirits for the rest of us.”
The Growing American Whiskey Category
Although CaskX is an investment company aimed at connoisseur consumers dealing in fine and rare casks and single malt whiskies, Founder and CEO Jeremy Kasler observes that American-made whiskies are increasingly competitive on the international stage. He points to Maryland’s Sagamore Spirits (“making some of the best rye whiskey in the country”); Giant Texas Distillers (“creating some fantastic bourbon outside of Kentucky” based on areas with favorable climates); Colorado’s Stranahan’s; Corsair in Nashville; Westward in Oregon; and High West in Utah, all producing exceptional single malt whiskeys in the market.
“An interesting new development we’re seeing in the U.S. spirits industry is the growing category of single malt whiskey,” Kasler affirms. “They’re defining the parameters and rules at the moment, but there are some really great examples out on the shelves today. Jack Daniel’s released their first American single malt expression just a few months ago. We’re also seeing more finished American whiskeys and bourbons on the market. From wine and brandy finishes to beer and even tequila finishes, it’s an interesting time to be in the industry. Bardstown Bourbon Company has an entire line of whiskeys, the Collaboration Series, exploring the unique flavors and methods that come with partnering with another brand for finishing purposes. Brands like Woodford Reserve, Elijah Craig, and Michter’s have really decent double-oaked whiskeys on the shelves today.”
“As American whiskey is known for quality and innovation, collecting prime domestic whiskeys is now a thing and everyone is searching for those hard to find bottles,” concurs Petiprin, observing that distilleries in Texas, California, and the Pacific Northwest have picked up momentum in terms of their popularity with bar professionals, their customers, buyers, and connoisseurs. "There are also several small distilleries in Colorado and North Carolina that have won accolades that belong on one’s radar, as well as collaborations between distilleries and distillers resulting in exciting new products and sub-categories."
“[Working] in bourbon country, we always see people going after the hard-to-find stuff from the big guys,” she continues. “So many collaborations such as Dickels’ blend with the Leopold Brothers and Blackened’s collaboration with Kaveh Zamanian of Rabbit Hole…and American single malt. This category has been around for a minute, but now the big guys are starting to jump on board. It’s exciting for me because I love Scotch, but only a few [American distillers] are really nailing it in my opinion.”
Petiprin further details that anything residing in this constantly-evolving premium category, including new limited-edition whiskey releases, small batch distilleries, rare aged whiskeys, and finds in emergent production areas, are currently dominating the consumer and on-premise markets. Bartenders, managers, and specialized on-premise sommeliers, in turn, are the resources that customers are turning to for the scoop on the need-to-know “it” spirits. She also says that the cocktail movement remains instrumental in not only driving the biggest names in global whiskey, but also increasing interest among new whiskey drinkers learning to embrace the spirit.
A Closer Look: Lodestar
This is one of the main goals of just-launched Lodestar Whiskey, the first-ever whiskey to be backed by Diageo’s Distill Ventures award-winning Pre-Accelerator program. Co-founded in California by cousins and entertainment industry veterans Anna Axster and Wendelin von Schroder, Lodestar came to life during the social distancing phase of the pandemic when their careers in music management and film production halted. Like many other new releases, it also has an inspirational back story.
“What we loved most about the decade we spent working together in music and film was building community and bringing people together to connect over shared cultural experiences,” says Axster. “Having acquired a taste for whiskey through our travels and at their big family gatherings, we decided to craft our own spirit that embodies the laid-back California lifestyle where we are based on the universal truth that life's special moments are always better when shared.”
As blended whiskey and American single malt are both newer whiskey segments growing in popularity, with blended whiskey being especially popular among millennial consumers in California, Axster and von Schroder set out to create products in these emerging sub-categories to capture the attention of consumers interested in these newer whiskey trends as well as find new fans.
“We are really encouraged by how excited industry folks are about the fact that Lodestar Whiskey was founded by two women for a younger, more modern consumer, adds von Schroder. “Before we founded Lodestar Whiskey, we noticed that whiskey was still being served primarily as a man's drink, so we set out to create a high-quality, approachable whiskey and invite everyone to the party.
American Whiskey Across Regions
Just as several tried-and-true whiskies on the well-trodden American whiskey trails shed light on U.S. history in the east, other new distilleries out of the west are endeavoring to expand the narrative as well as create a buzz around whiskies tapping into new and old flavor profiles and distilling traditions. Grand Teton National Park serves as a narrative backbone for Wyoming Whiskey, co-founded by Brad & Kate Mead and David DeFazio. Since its inception a few years ago, Wyoming Whiskey has donated over $400,000 for preservation of the nation’s national parks. Beyond the high quality and tasting notes of the portfolio, the appeal extends to consumers’ desire to give back to a good cause.
DeFazio stresses that every drop contained in a Wyoming Whiskey bottle is a Wyoming product, from water to grain. While he acknowledges that yeasts need to be sourced from outside, the goal is for all spirits in the portfolio to be Wyoming's whiskey, first and foremost.
“While I believe that someday there will be a Rocky Mountain category, there seems to be a pretty strong representation of the Rocky Mountains now with distilleries thriving in Colorado and Utah as well.” says DeFazio. “I think having us lead the charge in that way will allow us to put our whiskies up against any of the bourbons or American whiskeys that come out of Kentucky or Tennessee. We are proving along with a couple other small distilleries that quality bourbons and whiskeys can be made west of the Mississippi. While we offer higher proof whiskey with depth of character as well as rye, we want to reach out to everybody. Offering a whiskey with a lower proof is helping bring more people into the category.”
Emerging Whiskey Trends in 2024
Another trend that has taken shape according to Kasler is producers releasing more single cask expressions due to widespread popularity, including barrel picks specific to a venue or organization. “The real allure of single cask whiskey is that each bottle is one of 300 or less,” he explains. “It’s the epitome of limited editions, as once those bottles are consumed, there can never be another identical one created again. For venues, it’s a way to differentiate themselves with a release that is exclusive to them.”
Although whiskey highballs and ready-to-drink products continue to sell well at her bar, Petiprin says that she is loving artisanal and small-batch whiskies aged with interesting new finishes with unexpected spirits like Armagnac. She also expects small producers to continue driving innovations that provide her and other bartenders tools to educate guests about unfamiliar things.
However, even the most adventurous customers may still turn to comfort when the mood hits them. “It feels like the whole world is going back to nostalgia and familiarities,” Petiprin says. “I think people don’t want to be surprised or disappointed so they’re going back to something tried and true.”
Lyman is also seeing the trade fall back on the familiar as well. "We are approaching a new wave in this decades-long cocktail renaissance,” Lyman says. “While [a bartender’s ego] will always be a key ingredient in unique, original creations, this generation's established bartenders have reached points in their career where they have less to prove. I find that rather than attempting to create something entirely original, many of the finest bartenders are focusing on stepping up the quality of their ingredients and finding unique substitutes for key ingredients in classic drinks. Classics are classics for a reason but there's still plenty of room for creative liberty.”
Whiskey Cocktail Recipes
The experts quoted in this article share some of their crowd-pleasing whiskey cocktail recipes.
Lodestar Mulled Cider
Courtesy of Lodestar
2 oz Lodestar Whiskey
1 oz Fresh lemon juice
½ oz simple syrup
2 oz Mulled Apple Cider (enough for 4 cocktails):
1½ cups apple cider
8-10 whole cloves
2 star anise pods
2 allspice berries
2 inch piece of fresh ginger, sliced
1 cinnamon stick
1 slice of fresh orange peel
Directions:
For the mulled cider:
- Place all ingredients in a sauce pan and bring to a boil.
- Reduce heat and let simmer for 15-20 mins.
- Allow mulled cider to cool for 30 mins and then refrigerate.
- Strain before use.
For the cocktail:
- Pour all ingredients into a cocktail shaker with ice.
- Shake.
- Strain the cocktail into a highball glass with fresh ice and garnish with a cinnamon stick.
The Solstice from The Surfrider Hotel Bar
Courtesy of Justice Grayman, head bartender at Surfrider Hotel (Malibu, CA)
2 oz Lodestar Whiskey
1 oz Fresh Lemon juice
½ oz Cinnamon simple syrup
2 Dashes of Angostura bitters
Directions:
- Shake/strain.
- Pour in a highball glass with cinnamon sugar rim and fresh ice.
- Garnish with star anise pod.
Lodestar Fig & Ginger
Courtesy of Lodestar
2 oz Lodestar Whiskey
1 oz Fresh Lemon juice
2 Dashes of Orange bitters
½ oz Fig & Ginger simple syrup:
¼ cup white sugar
¼ cup water
4 dried figs
2 inch piece of fresh ginger, sliced
Directions:
For the fig & ginger simple syrup:
- Place all ingredients in a small saucepan and bring to a boil.
- Reduce heat and let simmer for 20 mins
- Let come to room temp for 30 mins
- Place in a container and chill
- Strain before use
For the cocktail:
- Shake/strain
- Pour in a highball glass with fresh ice
- Garnish with cinnamon stick wrapped with orange peel
Long Story Short
Courtesy of Julia Petiprin, Proprietor, Homemakers Bar (Cincinnati, OH)
2 oz Dewars 12yr
½ oz Giffard Vanille De Madagascar
1 dash angostura bitters
3 full droppers Bittermans Molé Bitters
Garnish: Laphroaig 10 spritz
Directions:
- Stir
- Strain into a chilled cocktail glass without ice
- Spritz Laphroaig on top
Rob Roy
Courtesy of The GlenDronach
1 oz The GlenDronach Original Aged 12 Years
½ oz Sweet Vermouth
1 dash Angostura Bitters
Garnish: Filthy Black Cherry
Directions:
- Combine all ingredients in a mixing glass with ice
- Stir until very cold
- Strain into a chilled coupe
- Garnish with cherry
The Penicillin
Courtesy of BenRiach
2 oz BenRiach The Original Ten
¾ oz Fresh Lemon Juice
¼ oz BenRiach The Smoky 10
Candied Ginger (garnish)
¾ oz Honey-Ginger Syrup:
1 cup honey
1 6-inch piece of ginger, peeled and sliced
1 cup water
Directions:
For the honey-ginger syrup:
- Combine 1 cup honey, 1 (6-inch) piece ginger, peeled and thinly sliced, and 1 cup water to a saucepan over high heat
- Bring to a boil
- Reduce heat to medium and simmer five minutes
- Chill overnight
- Strain and discard solids
For the cocktail:
- Add BenRiach The Original Ten, lemon juice and honey-ginger syrup into a shaker with ice
- Shake vigorously
- Strain into a rocks glass over fresh ice
- Top with BenRiach The Smoky Ten
- Garnish with a piece of candied ginger
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