The VinePair Podcast: Bourbon Isn’t Taking Any Chances
Domestic whiskey sales might have slipped slightly as of late, but as a whole, the category has experienced massive growth over the past decade. Now, to hopefully sustain momentum, bourbon brands are targeting an age bracket they’ve yet to capture: Gen Z.
The popularity of every alcohol category is cyclical to some degree, but it’s evident that the bourbon world isn’t taking any of its success for granted. That said, is targeting the youngest drinking demographic actually a worthwhile endeavor, or is whiskey a market that people simply age into? Regardless of the answer, if the category ends up shrinking amid the current sales slip, only the strong — and strategic — will survive.
With the news that Maker’s Mark is unveiling a new ad campaign aimed squarely at young drinkers, Adam, Joanna, and Zach take this episode to discuss why the bourbon industry is being so proactive about courting the next generation of drinkers. Is it just canny business, or a reaction to some slippage in whiskey’s popularity? Tune in for more.
Joanna is drinking: Page Mill Malbec
Zach is drinking: Cain Concept
Adam is drinking: Aldo Conterno Barolo
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