NEW YORK — The whiskeys and spirits industry is in the midst of a global transformation, with the arrival of whiskey boutique brands in cities across the U.S. and abroad.
The whiskey renaissance, which began in the 1960s and has accelerated in recent years, includes a surge in the number of American consumers who now go to the liquor store to pick up their favorite bourbons and whiskies, as well as more and more restaurants and bars that carry them, according to data from the Wine Institute, a trade group.
The number of U.K. restaurants and pubs selling whiskeys has nearly tripled since 2015, according the trade group, which has tracked the industry since 2012.
And more than 30 American whiskey brands have been named by the Wine Club, an online group for wine drinkers.
In addition to bringing more craft spirits to the consumer market, the resurgence has also spurred the emergence of more mainstream brands, including the popular bourbon brand Kentucky Derby, a collaboration between the bourbon company Beam and craft beer giant Budweiser.
The company has also launched an online-only store, which will be sold only in U.P.A. markets.
“There is a real opportunity for consumers to find the very best in American whiskey,” said Todd Jones, a bourbon expert at the Whisky Institute.
“And with a more diverse range of products, we’re able to cater to different tastes and preferences.”
The resurgence of American whiskey in the past two decades has created a new breed of brands, from bourbon distilleries that specialize in premium whiskeys to microbreweries that produce whiskeys that are less well-known outside the U, such as Kentucky Straight Bourbon and a single-barrel bourbon from the town of Rockford, Ill.
The resurgence has been driven by a surge of young people and millennials.
“I don’t think the boom in bourbon and whiskey was a one-time thing,” said Steve Hensley, a veteran bourbon producer who has been producing whiskeys since the 1970s.
“Nowadays it’s a constant, ongoing thing.”
As the number and size of whiskey-makers increases, so too have the market share of individual brands.
Last year, the U.”s.
whiskey market was worth $6.5 billion, according, the National Association of Whisky Distillers.
The industry’s share of the overall whiskey market rose from 8.6% in 2016 to 13.5% in 2021.
For decades, bourbon whiskey was mostly imported from Europe, where it was usually blended with other bourbons.
But in recent decades, the amount of American whiskeys exported to Europe has jumped.”
American whiskey drinkers are more likely to be women than men, with women consuming between 12% and 15% of the bourbon market. “
So now you’re competing with every other brand in the world, including American brands.”
American whiskey drinkers are more likely to be women than men, with women consuming between 12% and 15% of the bourbon market.
In the U., a growing number of women are choosing to drink whiskeys made with barley, which is a much more expensive ingredient.
In some cases, the whiskey is made with a different malt, such in American Red, a high-malt spirit made from rye, which comes from India.
“There’s an increase in women who are getting their hands on these whiskeys,” said Sarah Riedel, who directs the beverage industry analysis and research group at the American Beverage Association.
“You can have an American whiskey that is like a hotdog, and that is not an American hotdog.
It’s a completely different experience.”
While the U has a lot of whiskey and a growing market for it, other countries, including Britain and Canada, have begun exporting their whiskey, too.
The U.k. is the world’s biggest importer of bourbon.
Its export revenue in 2020 was $4.3 billion, a 7.9% increase from last year, according data from data provider Euromonitor International.
In the U.’s home market, Canada, the number is up 12.4% to $5.3 bn in 2020, according Euromonitors.
For the U as a whole, the bourbon-maker share of total whiskey exports in 2021 stood at 5.6%, up from 5.4%.
The popularity of American whiskies and brands has driven prices down for consumers.
Whiskey makers have also begun to focus on selling whiskey through their own outlets, as a way to generate a sustainable business model.
“If you’re a producer of whiskey in a certain part of the country, it’s not going to be a business that you can sell your product through, you have to sell it through an independent store,” said Robert Osterman, an associate professor at the University of Southern California’s Whisky School.
The prices for whiskey-making whiskies are set by government and by the liquor industry, so they