A LOOK AT WHAT’S GOING ON IN AMERICAN WHISKEY INNOVATION

When it comes to new launches in American whiskey, the rule book has been well and truly torn-up, double charred, aged in tequila casks, non-chill filtered and sprinkled with a tonne of botanicals, just for good luck. As the category looks to attract new, curious consumers, drawn-in by a sense of intrigue, we take a look at some of the most interesting new launches.

The mega trend of exploration seems to be ramping up when it comes to American whiskey. As producers embrace the needs of a consumer group who don’t know exactly what they want and who on the whole don’t possess an in-depth knowledge of whiskey, they are becoming ever more free to experiment. While established brands are reinventing themselves with limited edition launches to target this emerging audience, new brands whose identity is entirely centred on experimentation, are also emerging.

Out of this new-found freedom, a few core trends are taking shape. And it will come as no surprise that when we’re talking about experimentation and greater accessibility, flavour is key. Yes, no category is safe it seems from flavoured variants.

Though massively effective when it comes to garnering both attention and new fans, flavours sometimes run the risk of seeming faddy. So what’s the halfway point when it comes to experimentation with flavour, without damaging the integrity of the liquid? As we’ve seen in rum, botanicals offer a compromise.

Though brands are increasingly demanding less inherent knowledge from consumers when it comes to accessing their products, many are trialling ever more complex and avant-garde methods of distillation. How they effectively communicate this to consumers however, remains a challenge.

Here’s our guide to some of the most interesting trends in American whiskey to look out for: