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Issue 137 - Trends Worth Ignoring

Whisky Magazine Issue 137
July 2016


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Trends Worth Ignoring

Don't get blogged down

There's a lot of crazy stuff going on in American whiskey right now. Let's take a look at a few of them.

Pricing – American whiskey was once the value spirit for us common folk. We could sip really good to great Bourbon and rye for less than $10. Now, due to the demand, new releases carry Manufacturer's Suggested Retail Prices (MSRPs) north of $100. Will we ever see the return of the good and cheap pour? As long as this demand continues, MSRPs will continue to rise. But this pricing makes us old school consumers expendable.

Celebrities – Just in case you needed a reason to drink whiskey, they now come celebrity approved. You've got beach whiskey, a flavoured whiskey brought to you by country music stars Jake Owen and Gavin DeGraw. And thank goodness, there's a rapper bestowing his amazing palate to us mortals. With Virginia Black Decadent whiskey, Canadian rapper Drake presents Indiana made MGP whiskey. And who can forget Mila Kunis for Jim Beam, branding those barrels on the television? Of all the celebrities affiliated with American whiskey, Kunis is actually the most believable. After all, she really does drink it.

Cinnamon whiskey – If you've read my column, you know I'm not a fan of flavoured whiskey. But thanks to Fireball's popularity, spirits companies would be foolish to not enter into this market. The problem is brands are marketing ‘cinnamon whiskey' as its own category. Spirits professionals have worked extremely hard to educate the masses about whiske...

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