Flavored whiskey is nothing new, from fruit-infused moonshine to cinnamon spice. But the latest wave hits differently, channeling specific sense-memory treats—and in some cases, generating big bucks.
Looking back a decade or more, flavored whiskeys tended to leverage flavors already found in whiskey (vanilla, caramel, cinnamon) or that complemented whiskey (honey, apple, cherry). While that hasn’t gone away, explains Adam Rogers, research director for IWSR Drinks Market Analysis, “coming out of the pandemic, newer releases have taken more of an indulgent treat-oneself approach with nuanced flavors such as cookie dough, chocolate, pumpkin spice, peanut butter or combinations of these.”
Which brings us to the juggernaut that is peanut butter-flavored whiskey, which found fans almost immediately, spurring a slew of different brands.
Add to that newcomers like a toasted marshmallow-flavored bourbon from Indianapolis; a cookie-dough flavored whiskey introduced in 2021; and a Tennessee whiskey flavored to taste like that state's rock icon’s favorite peanut butter, bacon and banana sandwich.
If that seems like a lot of new flavors, you’re not imagining it. Flavored whiskey has been on a tear since 2018, particularly in the U.S. According to IWSR, from 2017 to 2022, growth of flavored whiskey (+11%) has outpaced that of unflavored whiskey (+3%). In fact, flavored whiskey now commands over a fifth of the whiskey segment in the U.S.
One reason brands are paying keen attention to the category: They’re attracting elusive younger consumers.
Flavored whiskey in general is going to skew a bit younger, drawing consumers from 21 to their mid-30s, compared to the 40-plus demographic for the traditional whiskey and rye offerings. Sales are primarily at bars and restaurants and are often consumed as a shot.
The approachable flavors and silly, fun-to-say name factor are credited for flavored whiskey's the appeal to a younger demographic more than the distillery’s core whiskey drinkers.
Yet, what the numbers don’t reflect: Despite the fun flavors, many producers are taking the underlying whiskey base seriously. This is a big change from past years, when a flavored whiskey often signaled that the spirit in the bottle was nothing special. The flavors are getting more diverse, and it would not be surprising to see more chefs get involved in the flavor game, lending more culinary perspective on how flavors are developed.
Light Me Up Chesty
Not just great straight. Elevate your next cocktail with a flavored whiskey.
Ingredients
2 ounces flavored bourbon
¾ ounces pineapple juice
¾ ounce lime juice
¼ ounce simple syrup (1:1 sugar:water)
1 barspoon chili powder
Grated cinnamon and pineapple leaves, for garnish
Instructions
Combine all ingredients in a shaker tin with ice. Shake well, then strain into a double rocks glass over fresh ice. Top with grated cinnamon and garnish with pineapple leaves.
