Some have attributed the term: “Thirst for Whiskey”, to the “Mad Men” effect, and yet, consumption of the spirit has been booming. While the types of whiskeys available range far and wide, Jack Daniels reigns supreme, well, as far as their fans are concerned.
The Tennessee based liquor company is well aware of this recent demand and has been successful in cashing in. Brown-Forman, the owner of Jack Daniels, has noted a 6% rise in global net sales these past 12 months. The company noted that sales were particularly strong in France, Germany, Russia, Turkey, and Brazil.
Jack Daniels CFO, Jane Morreau, was quoted as saying, “The phenomena of flavor whiskeys in the U.S. appears to be in its infancy.” The spirit company has already been producing a honey whiskey for a number of years and has been testing out a new flavor, Tennessee Fire, which tastes like hot cinnamon. Research firm, Euromonitor International, have reported that those producing flavored liquor are trying to advertise it as an upscale spirit and no longer just a preference of college youth. By this rationale, it allows companies, like Jack Daniels, to charge more for the premium spirit.
Premium spirits is in fact where Jack Daniels experienced the most growth. The company’s sales increased 19% between Woodford Reserve and Woodford Reserve Double Oaked, Jack Daniel’s Single Barrel, Gentleman Jack, Sinatra Select, No. 27 Gold, and Collingwood alone. Brown-Forman also noted that they own their own cooperage and mills, so they have not had to delay production due to waiting for oak barrels as some other distillers have.
While big companies like Jack Daniels have been lapping up the increased demand for their spirits. Smaller spirit makers have not enjoyed the same success. Whiskey must be aged before it can be sold, so they do not have enough inventory on hand to meet demand. Also, as mentioned previously, there is currently a barrel shortage which has limited the quantity that smaller companies are able to make.
So grab a bottle while you can, and, as always, please drink responsibly.