Whiskey’s been enjoyed for centuries: with a huge variety in flavor, aroma and color. That’s all down to the intricacies of the production process – the type of grain used, the distillation process, the cask time and the aging process.
Its complex flavor profile has earned it plenty of fans: tasting experiences can range from sweet and fruity to smoky and spicy with much more in between. The craftmanship behind each whisky is revered by connoisseurs: but the category also opens itself up to a wide variety of occasions – from whisky on the rocks to a base in various cocktails.
So what’s keeping whisky interesting?
Craft and artisan
The rise of craft distilleries continues, focusing on small-batch, artisanal production methods. This trend emphasizes unique flavor profiles and local sourcing of ingredients. And craft distilleries are also more willing to push boundaries and mix up the playbook of the traditional drink.
That’s a trend that’s not gone unnoticed by the big players. Pernod Ricard’s building up a ‘new fashioned’ whiskey portfolio; Campari treasures American bourbon Wild Turkey, Diageo snapped up craft Texan distiller Balcones Distilling – and there’s many more.
Regional gems
Scotch whisky, Irish whiskey and bourbon are among the classics – and will continue to be.
But keep an eye on emerging regions. Japanese whisky is no longer a hidden secret – it’s been growing in popularity for a number of years.
India is an increasingly large whisky market – and expect domestic brands to thrive in the years to come.
Even emerging markets in Africa and South America are gaining recognition for unique whiskies.
Diversifying Flavor Profiles
There’s a growing interest in experimental whiskies that explore unusual cask finishes (such as rum, wine, and beer casks) and innovative aging processes.
Distillers are also using a broader range of grains beyond traditional barley. Corn, rye, oats and wheat are all up for grabs, as are less conventional grains (such as rice, millet, triticale and even quinoa).
Similarly, ‘New World Whiskies’ take the traditions and savoir-faire of whisky heartland such as Scotland and Ireland - and mix them with innovative new ideas and creative approaches.
Sustainability
Consumers want to see brands that prize environmental responsibility – particularly when it comes to craft and artisan producers. For a whisky distiller, that covers many areas. It starts with where and how grains are sourced.
Then there’s the production process used to make the whiskey – energy efficiencies and water savings are top priorities - and the packaging used for the final product (such as the lightweighting of glass bottles).
Low and no
Whiskey is typically bottled at around 40-50% ABV. With the increasing trend towards mindful drinking, do low and no alcohol whiskies have an opportunity to shine? Some might say no – the whisky category is, after all, is mainly about luxury and provenance and savoring the drink.
Low and no alcohol whisky has yet to hit the category in the big time. Most major beer brands now have an alcohol-free counterpart: that’s far from the case in whisky.
But in some ways, the low and no alcohol whisky category has an advantage over others: pepper, chili, ginger and other botanicals lending themselves well to replicating the deeper, complex flavors of whisky. And certainly a number and low and no alcohol whisky brands are carving out a space in the category. For those innovators prepared to take on the challenge, there could well be rewards.
Premiumization
It’s a trend seen across beverage alcohol and – to date – holds firm. Consumers are cutting back – but they’re still willing to splurge on quality over quantity when they see something they’ll really value.
At the ultra-premium end of the scale, there’s a rise in collectible limited editions and aged statements, appealing to connoisseurs and collectors.
Whisky Tourism
Distillery visits and whisky-related travel experiences are becoming more popular, with consumers looking to explore production methods and engage directly with the whisky-making process.
You don’t need to look further than Diageo’s mega Johnnie Walker experience in Edinburgh, which showcases not only the whisky and the brand but the latest in technologies such as generative AI.
Cocktail creations
Whisky-based cocktails are gaining popularity thanks to their deeper, smoky and more complex flavors.
The Old Fashioned in back in fashion, along with whiskey sour, sweet Manhattan, Rob Roy and even trendy remakes of a Hot Toddy. Whisky gives bartenders and mixologist a platform for creativity that highlight various whisky styles.