Whiskey Sales

Written by Stacy Chbosky
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Whiskey sales improved by about 1.6 percent in 2003, in part because of the expanding number of legal drinkers in the United States. Jack Daniel's led the way in whiskey sales, while its toughest competitor, Jim Beam, lagged behind. Whiskey sales of Gentleman Jack increased by about 4 percent, while Beam stayed about level.

Whiskey Sales of Premium Whiskeys

Small-batch bourbons like Maker's Mark enjoyed a fabulous increase in popularity over the last several years. In fact, the greatest rise in sales for whiskeys, bourbons, and ryes has come from the premium and super-premium market sector. Sales of Maker's Mark, for instance, grew about 14 percent per year over the last three years.

The rise of small-batch bourbons and other premium whiskeys has a lot to do with martini chic and the retro craze. For those who prefer brown liquors to vodka drinks like martinis or gimlets, premium bourbons allow them to join in the martini bar fun. Sipping a single malt scotch is perceived to be just as upscale as sipping a martini, if not a touch more distinctive.

Whiskeys are often enjoyed without mixers, served either neat, or on the rocks. Often, they are served with just a splash of soda or water. Of course, whiskey can be used as an ingredient in many cocktails, including Whiskey Sours, Lynchburg Lemonade, and Rob Roys.


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