![]() ![]() “These generations came of drinking age during the bourbon boom, so it’s essentially part of their socialization and education,” says Rogers.īut while Gen Z makes up just eight percent share of the top 5 fast-growing brands, this is up from three percent of the overall bourbon category share, pointing to an emerging interest in the category, especially when it comes to current trends. Millennials and Generation X account for 86 percent of sales of these five fastest-growing brands on Drizly. Based on this data, Paquette surmises that “consumers may be willing to spend a bit more on these newer, up-and-coming or craft brands than on traditional top-sellers,” adding that this may be linked to “the unique factors that these brands offer.”Īdam Rogers, the North American research director at IWSR Drinks Market Analysis, says he is noticing premiumization “through limited-edition and special-release products, which often include higher age statements or are finished using alternative techniques than their flagship brands.” These trends are reflected in the best-selling SKUs of the fastest-growing bourbon brands, which include a 14-year bourbon from Calumet, a 15-year from Cathead, and a banana-infused bourbon from Howler Head. ![]() The average price per unit of the top five fastest-growing bourbon brands is $38.50, five percent higher than the average bourbon unit price on Drizly in 2021. Premiumization is also taking hold in the category. ![]() Liz Paquette, Drizly’s head of consumer insights, says this suggests “consumers are shopping new production locations outside of the classic Kentucky bourbons.” New York, Colorado, Texas, and Utah round out the top five bourbon-producing states, which means that Tennessee and Mississippi are traditionally outliers. from Tennessee and Cathead Distillery from Mississippi - are not produced in Kentucky, where 91 percent share of all bourbon sold on Drizly is produced. Moreover, two of the fastest-growing brands, Howler and Old Tub, are young brands that launched in 2020 and have quickly acquired major fanfare.įurther evidence of the fast-changing bourbon landscape is that two of the five fastest-growing bourbon brands - Chattanooga Whiskey Co. The five fastest-growing bourbon brands on Drizly are a testament to this, for, with the exception of Calumet Farm, the other four brands are all new to the list this year. Yet the category is constantly changing and evolving with new brands and innovations grabbing consumer attention, making it important to keep up with the latest trends. In 2021, bourbon is the largest whiskey subcategory on Drizly, accounting for 38 percent of whiskey share. ![]()
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