Bourbon’s All-American Roar(2)
Regardless, people here and abroad are drinking more of it these days. Global supplier sales of bourbon and Tennessee whiskey are expected to reach $3.8 billion this year, versus $3.7 billion in 2010, according to a forecast from Euromonitor International. (Bourbon is a type of whiskey, so researchers group them together.)
Distillers are expanding their market with premium small-batch and single-barrel products, along with flavor infusions like honey, cherry and spice. Among the whiskey brands likely to be sitting under Christmas trees this year are the industry’s top five: Jack Daniel’s, from Brown-Forman; Jim Beam, from Beam Inc.; Evan Williams, from Heaven Hill Distilleries; Maker’s Mark, also from Beam; and Early Times, also from Brown-Forman, according to the 2011 Liquor Handbook.
“Bourbon is growing at a faster rate than the total spirits category and outperforming most of the other spirit segments,” declared Danny Brager, vice president of the beverage alcohol team for Nielsen. Still, in total dollar sales, bourbon ranks fourth behind vodka, rum and cordials.
Smaller producers must be nimble to stand out in a crowded and well-financed field. Consider Angel’s Envy, a new entrant from the Louisville Distilling Company. With only $1 million to spend on marketing this year, the company had to be very selective in showcasing its product.
The big whiskey houses use their marketing might to make sure that their brands are in front of retailers and top of mind among consumers who visit bars and liquor stores.
