Navigating Whiskey's Inventory and Flavor Trends

This chapter explores the historical highs of U.S. whiskey inventories and the implications for supply and demand, particularly in light of aging processes and post-COVID shifts in consumer behavior. It examines the strategic responses of whiskey companies to potential market challenges, along with the rise of flavored varieties that aim to attract new consumers while weighing the risks of brand dilution and market saturation. Additionally, the chapter reflects on the cyclical nature of flavored whiskey's popularity and the lessons learned from the flavored vodka market, emphasizing the importance of brand integrity in a constantly evolving landscape.