What’s Making Bourbon So Popular?

Producers of different brands of bourbon are again boasting of a year of consumption growth. According to a Global Whiskey Market report, the whiskey industry is expected to grow to about $9.7 billion at a CAGR of 7.1% in 2025 from 5.6 billion in 2017. The surging popularity of bourbon can only mean there has been a change somewhere that has led to increased whiskey consumption.

The recipe for the growth of America’s booming bourbon industry is a mix of different things. First, there’s a change in lifestyle and consumption habits of whiskey. Then there has been an increase in disposable income. The increase in disposable income means that many people can now afford more whiskey than they could in the past. Unlike decades ago, whiskey has become affordable, and consumer preference towards it has made it a favorite for many. And now, with social media, the “gospel” of whiskey is spreading fast around the world.  

Younger people aged between 25 to 54 are getting into the culture of cocktails, mixology, and whiskey, long known as an “old man’s drink” for people aged 50 and above. The bartender’s rediscovery that small-batch or single barrel bourbons are great on their own and make outstanding cocktails is also fueling love among the younger generation.

Finally, there is growing bourbon tourism that is also part of the cause for surging consumption. While it is still in its early stages, bourbon lovers can now visit several distilleries to see and taste it for themselves directly from the source. Among younger drinkers, visiting a distillery and putting your finger on the tub, and tasting bourbon gives a sense of authenticity. Besides, seeing how the bourbon is being bottled and packaged makes them worthy ambassadors.