Bourbon whisky sales up 17%

Drinks behind a barThere is more research coming out the bourbon whisky is one of the few industries and products that is not suffering reduced sales as a result of the difficult economy.

We recently reported bourbon whisky sales in the UK had increased by 25% between 2005 and 2009 and were predicted to continue growing. The latest figures come out of the US.

In 2010, sales of bourbon and Tennessee whisky (including the Jack Daniel’s brands) in America grew by 17%. This reflects an overall increase in whisky sales, with the Irish variety growing the most – by a whopping 30%.


Whisky sales in the US now total $1.1 billion a year.

There are a number of reasons for the increase in sales:

1.    Drinking at home – sales in restaurants and bars struggled. However, the increasing trend of people entertaining at home boosted sales

2.    Producers concentrating on quality-value whiskies – most people are controlling their spending more in the current climate. That does not mean people are satisfied with budget brands. Nor, however, are they prepared to pay premium prices. This is where quality-value comes in – pay a little bit more than the basic level and get a far-superior product.

3.    More sensible government legislation – in the US this has meant a number of things, including no increase in alcohol duty and a relaxation of Sunday drinking laws in many states.

Looking at the spirits industry as a whole in the US (including products like vodka and gin), sales increased by 2%. While this is lower than before the recession, it is still growth in an extremely difficult market.




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