US consumers ‘overwhelmed’ by choice of whisky

The growth of whisky in the US on-trade is continuing, but consumers are “overwhelmed” by the variety of expressions on offer, a new report by Technomic has found.

Whisky is the most “complex” spirit category for both consumers and bar operators

According to Technomic’s On-Premise Whiskey: Growth Opportunities & Challenges in Restaurants & Bars Study, whisky is taking shelf space from other spirits behind the bar – particularly vodka – and is benefitting from “high interest” among millennials.

However, the number of brands, types and expressions of whisky available means it is the “most complex” spirit category for consumers to navigate and for on-premise operators to manage, the report states.

“Restaurant and bar operators are eager to present a compelling whiskey selection, and the research shows they’re moving some other spirits off the back bar to make more room for whiskey,” said Donna Hood Crecca, study author and associate principal at Technomic.

“But many say it’s difficult to strike the proper balance of well-known brands, new offerings and local bottlings that can differentiate their establishments.

“Patrons are noticing the expanding selection and for some it’s overwhelming. They indicate it complicates the drink decision. However, engagement with the category is high and we see continued growth.”

The report also discovered that classic whisky cocktails are bolstering interest in the category, while younger legal drinking age consumers are more likely to be actively looking to increase their knowledge of whisky.

American whiskey is “performing well in all segments”, the study adds, while flavoured and Japanese whisky are showing notable growth in “select segments”.

Earlier this year, trade body the Distilled Spirits Council said that the popularity of American whiskey bolstered total US spirits sales once again in 2016, but the category “still has room to grow” before it reaches “historic levels” of consumption.