The Grapevine

Whiskey and Bourbon Continue Their Rise

August 11th, 2014

Are whiskey’s sour days over? So says a headline from The Financialist. [level-members]

As whiskey appeals to a younger audience and sheds its reputation as your grandfather’s drink, whiskey and bourbon are following in the footsteps of vodka. (Spirits consumption overall is up considerably over the past decade.)

The article focuses on the investment potential of such companies as Beam Inc. and Brown Forman, both of which offer a range of brown spirits brands. (Jim Beam. Maker’s Mark, Knob Creek, Jack Daniels.)

Interestingly, as brown goods have risen, white spirits sales have fallen across the board.

One wonders whether this is a hipster-driven fad that will cool quickly as the younger generation moves back to craft beers, or if brown spirits have some staying power.