496 - What Will Happen in 2025 on Bourbon Community Roundtable #102
Jan 9, 2025
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The hosts dive into their often-wrong predictions for the bourbon industry in 2025, highlighting the rise of American single malts and the anticipated revival of age-stated bourbons. They explore the intriguing role of social media, especially TikTok, in shaping bourbon narratives. The discussion also touches on the growing appeal of flavored whiskies to younger drinkers and the potential effects of new regulations. Expect playful speculations about upcoming brand launches and innovative shifts in the alcohol landscape, including implications for cannabis ventures.
Hosts reflect on their inaccurate 2024 predictions while anticipating new bourbon brands and the growth of American single malts in 2025.
The discussion emphasizes the potential revival of age-stated bourbons and the increasing appeal of flavored whiskies to attract younger drinkers.
Social media, especially TikTok, is predicted to become the dominant platform for bourbon marketing, reshaping consumer engagement strategies.
Deep dives
2025 Predictions Unveiled
The podcast kicks off with hosts sharing their 2025 bourbon predictions, reflecting on their 2024 forecasts and noting how they generally missed the mark. Among the anticipated trends is the emergence of new bourbon brands, heightened interest in American single malt whiskey, and potential changes in consumer preferences driven by social media influences, notably TikTok. There is discussion surrounding the revival of age-dated bourbons, suggesting a shift back to traditional offerings, which may attract a younger demographic. Additionally, the conversation touches on the growing landscape of flavored whiskeys aimed at enticing new drinkers, indicating an evolving market.
Tariffs and Bourbon's International Future
The impact of tariffs on bourbon and American whiskey is examined, particularly as the industry braces for potential regulatory changes with a new administration on the horizon. Historical insights reveal the negative fallout from previous tariffs, such as substantial financial losses for brands like Jack Daniels. Despite the challenges, there's optimism that distillers will adapt by increasing focus on domestic sales rather than international markets that have shown limited interest in American whiskey. The hosts suggest that strategies may shift toward untapped markets in Asia while maintaining a strong domestic presence.
The Rise of American Whiskey
The podcast highlights the emergence of American whiskey as a global contender, contrasting its success in countries like the United Kingdom with lukewarm reception in other European nations. Brands are pivoting their marketing strategies, now prioritizing regions like Japan and South Korea that exhibit a growing appetite for American whiskey. There’s a general consensus that bourbon producers should direct more attention to the domestic market's growth potential, particularly in underutilized states. Discussions suggest that the changing interests of consumers may lead to revamped marketing approaches geared toward local engagement.
The Impact of Social Media
Discussion on the influence of social media platforms, particularly TikTok, illustrates their transformative effect on bourbon marketing and consumer engagement. The hosts predict that TikTok will surpass Instagram and Facebook as the leading platform for alcohol brands seeking to connect with younger audiences. The immediacy and virality of TikTok content provide a unique opportunity for brands to reach and educate consumers quickly, potentially reshaping how whiskey is marketed. This evolution underscores the importance of adapting marketing strategies to the preferred channels of younger consumers to foster loyalty.
Innovation in Bourbon and Regulations Ahead
Looking forward, the hosts express anticipation for potential innovations in bourbon production, including the introduction of AI in the distillation and blending processes. They foresee that AI could be leveraged as a marketing tool to create intrigue among consumers, setting a new standard for creativity in the industry. Additionally, the podcast touches on expected changes in government regulations that could reshape how bourbon brands advertise and declare their products. The idea is that increased oversight could lead to more stringent requirements, particularly concerning claims of quality and awards, fostering a more transparent industry.
The first Bourbon Community Roundtable of the year means it's time for our 2025 predictions! The first half of the show we talk about everything we got wrong. In fact, we got way more wrong than we got right. I won't give too much of it away but our 2025 predictions span potential new brands, the growing prominence of American single malts, the influence of social media, especially TikTok, the return of age-stated bourbons and how flavored whiskies might entice younger drinkers.
Show Notes:
Reflection on predictions from 2024 and admissions of mistakes
Anticipated impacts of government regulations on the bourbon landscape
The trend of flavored whiskies appealing to a younger demographic
Expectations for IJW's potential new brand launch
Increased scrutiny on alcohol marketing and compliance challenges
The influential role of TikTok in bourbon narratives
Predictions on a revival of age-stated products and craft distilling innovations