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Leading Whiskies in the U.S. Work to Regain Momentum
Following a sustained period of growth over the past 15 years, the whiskey market in the United States has recently experienced a slowdown. According to Impact Databank, the total whiskey category, which includes flavored varieties, saw a decline of 2% in volume, totaling approximately 73 million cases last year. When excluding flavored whiskies, the category is estimated at around 54.5 million cases. Nevertheless, the demand for high-end bourbons and ryes has persisted, with consumers increasingly favoring premium and super-premium brands.
The two largest American whiskey brands, Jack Daniel’s and Jim Beam, reported volume declines of 6% and 4% respectively last year. Despite this downturn, Jack Daniel’s remains the fifth-largest spirits brand in the United States by retail value, boasting sales exceeding $1.75 billion. In the first half of Brown-Forman’s fiscal year, which concluded in October, Jack Daniel’s sales were flat in organic terms, marking a sequential improvement for the brand. However, the decline in higher-end bottlings within the Jack Daniel’s portfolio counteracted growth from Brown-Forman’s other super-premium American whiskies, such as Woodford Reserve and Old Forester.
Jim Beam, under the Suntory Global Spirits umbrella, experienced a reduction of 200,000 cases last year—half the volume loss seen by Jack Daniel’s. In an effort to reinvigorate sales, the distiller revamped its Jim Beam Black expression, introducing a new version that carries a 7-year age statement and a higher alcohol by volume (ABV) content, increasing from 43% to 45%. Additionally, Jim Beam has launched a marketing campaign targeting football fans, featuring comedian Keegan-Michael Key.
Evan Williams, a brand within the Heaven Hill portfolio, experienced a minor decline last year; however, it remains 200,000 cases ahead of its 2019 volume. “Our Evan Williams Bottled-in-Bond has shown remarkable strength in both on-premise and off-premise channels,” noted Susan Wahl, Heaven Hill’s vice president of American whiskey. “Evan Williams 1783 Small Batch has also emerged as a standout performer.”
In the realm of flavored whiskies, Canadian whisky leader Crown Royal saw a significant uptick last year, largely due to the launch of its Blackberry flavor. Diageo has further expanded the Crown Royal franchise by introducing a new single malt priced at $55, along with a refreshed bottle design and label. “Our ambition is to lead the flavored whiskey category,” stated Crown Royal national brand ambassador Stephen Wilson. “Currently, one-fifth of all whisky consumers in the U.S. indulge in flavored whisky, and we are confident in the equity we are building for our Blackberry and other flavored offerings.” Crown Royal now ranks as the second-largest spirits brand in the U.S. by retail dollar value, with sales exceeding $2 billion.
Meanwhile, Sazerac’s Fireball continues to dominate the flavored Canadian whisky market, accounting for two-thirds of its segment last year, according to Impact Databank. Although Fireball has experienced a notable slowdown in growth over the past few years, it has still tripled in size since 2013, with a retail value in the U.S. surpassing $1.25 billion.
Irish whiskey’s leading brand, Jameson, also saw a volume decline in the U.S. last year, reaching approximately 3.7 million cases. However, the brand has remained ahead of its pre-pandemic figures. Jameson has recently been named the official whiskey of Major League Soccer, marking a multi-year partnership that aligns with the brand’s “Must Be a Jameson” campaign. Pernod Ricard, Jameson’s owner, reported that underlying sell-out trends for the brand improved in the three months leading to December, and they anticipate positive trends to continue into the first half of this year.
Summary of Leading Whisk(e)y Brands in the U.S.
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Tagged : Crown Royal, Evan Williams, Fireball, Jack Daniel’s, Jameson, Jim Beam
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