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Is Whiskey Having a Moment?

Is whiskey having a moment? We sure think so. Searches for whiskey have been on the rise over the last several years, and it is currently the top hard liquor of choice in the United States. So throw out (or throw back) your vodka, tequila, and other white liquors, and make room for a bottle of whiskey in your liquor cabinet.

Neat History

Whiskey has always been a popular adult beverage in America ever since it was first introduced in the 1700s. However, it went through hard times starting in the 1960s when white spirits like vodka began growing in popularity, eventually surpassing whiskey sales in the US. During this time whiskey took a huge hit, with many young consumers labeling it as "grandpa's drink." Luckily, things began to pick up again for whiskey with a boost from popular shows like Mad Men and House of Cards.

Whiskey Business

Today the whiskey business is booming! Just last year US revenues for whiskey grew 8.1% to $3.4 billion. Curious what brands are fueling this whiskey boom? Classics like Jack Daniel's and Fireball, as well as more premium whiskey brands such as Stranahan's and Woodford Reserve. Whatever your preference, we have to raise a glass to the whiskey industry!

Drink Up!

With so many ways to enjoy whiskey it's easy to find some variation that suits your budget and palate. We personally recommend Stranahan's Whiskey, which is known for its distinctively smooth flavorful taste. Not such a fan of that deep whiskey flavor but still want in on the action? Try white whiskey! This variation of whiskey is essentially just whiskey that hasn't been left in an oak barrel long enough to impart that deep woody flavor.

What This Means For Brands

What's old is becoming new again and whiskey is providing that. This adult beverage has been able to take its image from "Grandpa's Drink," to "Hipster Cool Cocktail." So even if you feel like your brand is becoming outdated, it's worth taking a shot at finding a way to reimagine what it could be. Not sure how to get started brainstorming? Perhaps a glass of whiskey (or two) can help get your creative juices flowing.


References & Further Reading

  1. Most Popular Hard Liquors in Every State
  2. Google Trends - Whiskey
  3. Bourbon is Winning in Millennial 'Cocktail Culture'
  4. The History and Future of American Whiskey
  5. American Whiskey Makers Toast Strong Sales
  6. What is White Whiskey?
Jason Cormier

Jason Cormier

As a co-founder of Room 214, Jason is dedicated to helping people and companies grow. He is a best-selling author of Transformative Digital Marketing, served on HubSpot's first Global Partner Advisory Council, and is currently recognized as one of Colorado's top CEOs (Titan 100, 2021). He believes in acting out of love instead of fear, leading with humility and staying curious.


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