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Lack of color, and some would say flavor, didn’t stand in the way of vodka ruling the hooch market for years. But it’s predicted the Russian favorite will soon be overtaken by whiskey.
Yep, good old Doc Holliday, cowboy saloon, whiskey.
A Credit Suisse analyst note says the jump to amber colored spirts comes as people want more "authenticity, heritage, and taste," in their libations.
It’s also termed a "generational rejection."
Quartz writes cost isn't an issue as party goes seem to be willing to park with a few more shekels because "they seem more interesting in flavor and history."
30 years ago vodka was touted as being “inoffensive and inexpensive."
But Faded Industry says the old standby didn't want to grow stale.
Distillers began making their liquor in flavors like lemon, lime, and cranberry. Then things really got crazy with offerings of smoked salmon, buttered popcorn, and peanut butter and jelly.
Whiskey makers have tossed out some flavors of their own and it seems to have worked.
Nielsen research says flavored whiskey spurred as much as 75% of the growth seen in the whiskey category for calendar year 2012.
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