Exploring the Unique Trend of Flavored Irish Whiskies

On St. Patrick’s Day, sipping on an Irish whiskey might offer a new experience compared to before.

Flavored whiskey from American and Canadian brands is nothing new. For years, products like Southern Comfort, Fireball, Crown Royal apple, and Knobb Creek maple have been popular choices at liquor stores. However, there is a shift happening now as even Irish distilleries are starting to take notice. This is quite surprising, considering they have always focused on the pure taste of whiskey as their main selling point.

"Flavored whiskey has been a topic of debate among whiskey purists. Some have viewed it as a challenge to the traditional category, believing that it goes against the purpose of distilling high-quality liquid and maturing it in barrels," stated Lander Otegui, the chief marketing officer for Proximo. Proximo is the spirits company that owns popular Irish whiskey brands such as Bushmills and Proper No. Twelve.

However, attitudes towards flavored whiskey are evolving, especially among the Irish. A few years ago, Jameson embraced this trend by introducing two flavored varieties. In 2020, Jameson Cold Brew was launched, followed by an orange-flavored version two years later. Both of these flavored whiskeys have proven to be successful, appealing to a new audience of whiskey drinkers and boosting the brand's popularity.

Flavored whiskey is a thriving industry worth $1.5 billion, making up 20% of all whiskey sales in the US. In recent years, sales of flavored whiskey have been surpassing those of unflavored whiskey, as reported by Southern Glazer’s distributors. Since 2019, the variety of flavored whiskeys available has increased by 37%, now offering over 1,000 options.

Adding to the trend, Conor McGregor’s Irish whiskey, Proper No. Twelve, introduced an apple-flavored version that has been a hit for the brand since its launch a year ago.

Otegui admits that the brand had some hesitation about launching a flavored whiskey. They were not fully convinced at first. However, with younger drinkers showing a preference for bolder flavors, Irish brands need to adapt and be more open-minded than before, he explained to CNN.

Proper No. Twelve whiskey added apple to its lineup last year.

Proper No. Twelve whiskey added apple to its lineup last year.

Proper No. Twelve

Another Irish distillery is joining the trend with a new release. Tullamore D.E.W. introduced a flavored whiskey in the US last month, marking the first time in its 200-year history. The distillery opted for a honey flavor, just in time for St. Patrick's Day.

According to Paul Basford, the US president of Tullamore D.E.W.'s parent company, William Grant and Sons, choosing honey was a straightforward decision. The company, known for brands like Glenfiddich whisky and Hendrick's gin, saw the appeal of this sweet addition to their lineup.

First of all, many people are already familiar with flavored American whiskey, which has been very popular in the market. This popularity has made it a natural choice for the Tullamore D.E.W. brand to introduce their own flavored whiskey. According to Basford, the brand saw the success of honey-flavored whiskeys like Jack Daniel's and Jim Beam, and wanted to offer something similar to their customers.

Basford also mentioned that there is a growing trend towards trying different flavors of whiskey. While there are unique options like banana and cinnamon-flavored whiskeys available, Tullamore D.E.W. decided to stick with a more traditional flavor profile that aligns with their brand.

Initial sales for Tullamore D.E.W.'s honey whiskey have been impressive. According to Basford, the brand is expected to see significant growth this year and even more so next year. Honey whiskey is projected to account for 20% of the brand's total sales in the upcoming year, with a further increase to 35% in the long run.

Among flavored whiskeys, honey and apple flavors are leading the pack in terms of sales. This information is based on data from NIQ shared with CNN, which also highlights cinnamon, peach, and peanut butter as popular choices in the flavored whiskey category.

"The spirits business in the US is greatly influenced by consumers' love for flavor, according to Jon Berg, vice president of beverage alcohol thought leadership at NIQ, as he shared with CNN.

While flavors play a significant role in attracting consumers, Berg cautioned that there is a limited time frame for sales success. This is based on how quickly shoppers try a new flavored product and decide whether to purchase it again."

Attracting younger drinkers with changing tastes is a common challenge for both companies. This age group prefers different flavors compared to older generations, a trend that has sped up since the pandemic.

Basford noted that after Covid-19, consumers became more adventurous and open to trying new things. This shift in behavior has led to a desire for experimentation and a willingness to move away from traditional preferences.

Otegui emphasized that younger consumers are eager to explore different flavors within the spirits industry. For those new to whiskey, a flavored option serves as a welcoming introduction to the category, providing a less intimidating taste experience.

Flavors are “a good way to get them into the brand and into the whiskey category, and certainly into Irish whiskey,” Basford said.

Editor's P/S:

The rise of flavored whiskey, particularly among Irish distilleries, is fascinating. It challenges the traditional perception of whiskey as a pure, unadulterated spirit. While some purists may question the authenticity of flavored whiskey, it's clear that it's gaining traction, especially among younger consumers. The success of brands like Jameson Cold Brew and Proper No. Twelve Apple is a testament to this trend.

The introduction of flavored whiskeys by Irish distilleries is a strategic move to adapt to changing consumer preferences. By offering bolder flavors, they are appealing to a new generation of whiskey drinkers who seek more variety and experimentation. The popularity of honey and apple flavors, as evidenced by Tullamore D.E.W.'s recent release and the sales data from NIQ, further supports this shift. It's likely that we will see more Irish distilleries embracing flavored whiskeys in the future, as they navigate the evolving tastes of the market.