AND THE WINNER IS . . . WHISKY

APPARENTLY WE are a whisky nation. The brown liquor looks set to become the largest selling spirit by value in the US next year, outperforming vodka for the first time since 2OO7. While vodka will still be the largest selling spirit in terms of volume, the value of whisky is on the rise, attributed to growing consumer demand for local, authentic and “natural” products. The overall price rise of bourbon is partly due to the growing popularity of super-premium bourbon, which costs $3O or more per bottle, whose volume grew in the US by 9O% from 2OO8-2O13, according to analyst firm Euromonitor. Nevertheless, whisky drinkers are also extending into the flavored spirits market with expressions such as Jim Beam’s Red Stag and Jack Daniel’s Tennessee Honey, attracting both younger drinkers and the female demographic. Conversely, the flavored vodka market seems to have reached its peak; in the last year growth slowed down very significantly. In 2O13 there was approximately 1% growth in vodka, which is a fifth of what it had been for the last five years in a row.