THE BOOZE BIN
By Rosalie Morton (@rosaliemo)
A love of bourbon simply runs in my family. I forever will fondly remember my very southern grandmother, Kitty, sipping her Jim Beam Manhattan on rocks. This appreciation was passed straight down to me, and what can I say? I’m a trendsetter. Bourbon and whiskey sales are booming.
Okay, so it’s not me. But seriously, what is it? Is it the sexy Don Draper and his Canadian Club? Does the recession have us embracing those prohibition days, especially with HBO’s Boardwalk Empire intriguing audiences? Or is it simply for the love of our country, despite these hard times? After all, in 1964, Congress declared bourbon “a distinctive product of the United States.”
In the past, those wanting to ride the whiskey wave might have taken one sip and decided its distinctive taste was not for them… But we have a very interesting case on our hands, and I believe it’s the perfect storm. Don Draper made bourbon cool, and distilleries have a solution for those who can’t stomach the real deal—flavored whiskeys.
Guess what? It’s working. Sales of flavored whiskey have risen 136% this year over last (Nielsen).
According to a recent New York Times piece, although traditional bourbon sales still skew 80-20 male to female, with the recent release of flavored bourbon, gone are the days of attracting solely stereotypical 
older white males. Distilleries have found that African-Americans, Hispanics and women are enjoying their new creations. In fact, Red Stag, the black cherry bourbon from Jim Beam, skews 50-50 male/female and a bit younger in age than traditional Jim Beam.
Distilleries are being very smart about how they market these flavored whiskey wunderkinds.
Take Jack Daniel’s Tennessee Honey. Website? Not so much: http://www.jackdaniels.com/jackhoney/
But the Facebook page? Try 502,136 fans, for the win: http://www.facebook.com/jackdanielshoney. And, these fans are engaged. Last week’s simple, tongue-in-cheek status update: “The night is yours. Don’t screw it up.” 868 likes. I’m in PR, and I’m envious.
Jim Beam’s Red Stag isn’t one to be shown up. The team at Red Stag made a smart move, sponsoring Kid Rock’s Born Free Tour. Women love him. Men like him too. He attracts the right age. He mixes country and rock and roll. Good call, Jim Beam, good call.
So is the bourbon trend here to stay? Ask everyone in line at my favorite whiskey bar in LA, Seven Grand, or whispering their password to enter the super secretive speakeasy, The Bourbon and Branch in San Francisco.
My money says this is only the beginning. What do you think?
Photo credits: Mad Men (MadMenDVD.org) and Jack Daniel’s Tennessee Honey.
For more on bourbon trends and news, I’d suggest taking a peek at the bourbon blog
As a senior account executive, Rosalie CRT/tanaka clients’ traditional and social media relations initiatives and provides crisis counsel. She has successfully placed speakers at high-profile industry conferences, submitted winning award entries, planned events and media tours, managed social media campaigns, served as editor for client blogs and garnered placements in top-tier traditional and social media. She can often be seen on the third floor of the Richmond office, trying to find her dog, Petey, who has most likely snuck into someone else's office to beg for food.
You’re envious of .17% interaction?
Thanks for your comment, Steve.
Consider Pepsi, known for their social prowess through the Pepsi Refresh campaign. The brand has nearly 7 million fans and received 4,033 “likes” on their most popular post this past week. This equals .058% interaction. So yes, I think .17% is impressive, particularly for a new brand.
I was recently invited to my first bourbon tasting, which i’m awaiting with great anticipation. Have you seen evidence of this trend as well?
Great post Rosalie. You can have my portion of bourbon…the smell of it even gets to me. But I have noticed even with some of my friends what a trend it has become. Not just a trend though, because I assure you they are dedicated and devoted fans of the bourbon!
Sweet post. When I’m not preggo, my go-to’s are Marker’s and ginger, old fashioneds and mint juleps. Yum. It’s awesome to see dark spirits on the rise and vodka sales slumping, particularly among the female demographic. So much more interesting!
Here to stay! I’ve spent the last two months trying to track down cult favorite Pappy Van Winkle for my husband and we are on the wait list…should come in next November/December. Crazy!
Emily- Yep! In fact people are taking it one step further… Check out this Beer, Bourbon and BBQ festival. I didn’t make it last year but I think it has to happen in 2012! http://dceventjunkie.com/2011/06/beer-bourbon-and-bbq-festival/
Rachael- Great to hear from you! Next time I have a Wild West Whiskey Wednesday, I’ll have to have these friends of yours on my list ;-)
Pia- Yep. I think Bourbon and Ginger is the gateway mixed drink, much like these flavored whiskies are becoming. I think there needs to be a ginger flavored whisky, in fact!
Kim- With a name like Pappy Van Winkle, it’s gotta be good!
cherry bourbon? yikes! shades of southern comfort, the first “whiskey” I ever sipped, in the balcony of the palace theater. I get it, youngsters like sweet. I’ll stick with the smokey whiskey