Flavored Whiskey on Fire
Flavored whiskey has taken on a life of its own, building off the whiskey boom of recent years but bringing in more diverse set of consumers. According to Market Watch, Younger LDA drinkers and women show more favorability in flavored whiskey than non-flavored.
"Demand has been very high for flavored whiskies and even higher during the pandemic," says Jonathan Blue, chairman and managing director of Blue Equity LLC, which owns the Liquor Barn, DEP’s Fine Wine & Spirits, and Party Mart chains in Kentucky. "You’d think that whisk(e)y drinkers from Kentucky and the surrounding area are purists who wouldn’t want to deviate from the standard products, but they’ve absolutely taken to flavors."
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