Look out Vodka, the preference for Bourbon is growing.  Whisky is on the rise and has seen remarkable growth since 2009.

Vodkas, clear and neutral, can be mixed with a wide variety of flavors which was in part what made them popular and fueled their growth. With over 600 flavors to choose from there were a lot of alternatives to the consumer to consider. But this trend is starting to wear out and drinkers are now finding whisky with it’s depth of flavor and complexity more appealing.

“Taste profiles have moved to appreciate whiskey more,” said Ivan Menezes, Diageo’s chief executive, in an interview last week. “It’s a trend that’s been building for a few years.”

Capturing the next generation of drinkers is crucial to sustainability and the move to whisky is happening. And it is not just whisky, it is bourbon. Consumers are also moving away from Scotch and finding better value, variety and flavor profile with Bourbon. (see the graphic below from the Wall Street Journal)

The average price of a bottle of Scotch is $24.09 while the average price of a bottle of Bourbon is only $17.48. Better value and locally made.