“Look at all the libation and food magazines, blogs and food personalities: People are interested in learning more about the foods and drinks they love.”īut, at the most basic level, consumers want flavor, whether it’s in a fast food burrito or in a cocktail. “We have two cable channels dedicated to food and several traditional TV stations hosting cooking competition shows,” says Minnick. This is across the board in food and drink. The reason for bourbon’s recent popularity is because people demand to actually taste something. Fortunately, the distillers are creating some amazing bourbon to win them over as well. market.” He adds, “Couple this gradual growth and never-ending passion from the distillers with the fact that new drinking age consumers started rejecting vodka and wanted something that tastes worth a damn, and you had the perfect storm for bourbon.” This growth was created completely organically. “When the 2000s hit, the niche bourbon industry had some decent momentum and the world suddenly found a brand called Pappy Van Winkle that won over palates with just a mere sip and Four Roses reentered the U.S. The 90s saw the birth of famous brands like Woodford Reserve and Jefferson’s, the re-emergence of Michter’s, the rise of Bulleit Bourbon and the creation of numerous limited edition bourbons. Also: Whisky Buzzwords – What is Cask Strength?
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