Liquor-articles 2049

We write about whiskey (especially bourbon) fairly often. Like anyone, sometimes we get caught up in the hype and flash of popular or hard-to-find expressions. We feel like we just have to try them. It seems like everyone else is, why shouldn’t we? When this happens, sometimes we have to take a step back and think about some of the brands that don’t get enough praise but definitely deserve it. Sometimes these expressions are much easier to find. We’re talking about the underrated gems either waiting to be discovered or simply given the respect they deserve.

What does underrated mean, exactly?

Well, it’s not that easy to define as it often depends on who you’re asking and whether or not they mean “underappreciated” instead. There are plenty of great, underappreciated whiskeys from massive brands like Beam or Jack Daniel’s — Beam’s Little Book, Jack’s Coy Hill Series, Jack Daniel’s Rye, Jim Beam Rye(!). But when it comes to “rating” those expressions, there are plenty of accolades heading their way. So they’re inherently not “underrated”… just maybe not on enough radars.

We asked eleven whiskey experts, distillers, and alcohol professionals to tell us the most underrated bourbons to drink right now. We’re talking about bourbons that are undervalued and underappreciated. You’ll be surprised by their picks. You’ll recognize some names, but others are lesser known and deserve much more acclaim than they currently receive.

Dr. Kenneth Maverick, founder of Maverick Whiskey in San Antonio, Texas

ABV: 50%

Average Price: $99.99

Joseph Magnus Straight Bourbon. Aged in oak barrels before being transferred to oloroso sherry, Pedro Ximénez sherry, and cognac casks, it’s unique, flavorful, and deserves more recognition.

It’s sweet, rich, and bold chocolate and approachable mellow oak. It might not be on your radar yet, but it absolutely should be.

Jared Himstedt, head distiller at Balcones Distilling in Waco, Texas

ABV: 58.5%

Average Price: $65.99

Why This Bourbon?

Old Ezra 101 7 Year is a truly underrated bourbon. Another favorite that I rarely see talked about but always delivers. Rich copper and wood sugar, biscuity with a soft peppery finish.

Heather Greene, CEO of Milam & Greene Whiskey in Blanco, Texas

ABV: 47%

Average Price: $109.99

Why This Bourbon?

I think people need to revisit Garrison and Balcones craft distilleries. There is a myth that these Texas whiskeys don’t taste as good, but I don’t believe that one bit. They’ve been perfecting their craft for 10 years now. I tasted a Garrison Single Barrel that was rich and chewy recently, and with lovely deep caramels.

Jeremy Kasler, CEO of CaskX, a bourbon cask investment firm, in Los Angeles

ABV: 45%

Average Price: $36.99

Why This Bourbon?

Hands down, the most underrated bourbon is Russell’s Reserve 10 Year. I hate to even put this in print for fear it’ll become harder to find, but I’ve been stocking up for some time, so we’re good. With a price point of around $35, this 10-year-old Wild Turkey-made bourbon is damn near perfect, with hints of baked cherry pie drizzled in caramel and dark chocolate.

Brad Jennings, whiskey expert at North of Bourbon in Louisville, Kentucky

ABV: 50%

Average Price: $23.99

Why This Bourbon?

I’d say one of the most underrated bourbons is Old Grand-Dad Bottled and Bond. It has a nice cinnamon and baking spice flavor, it’s great. It’s surprisingly cheap, well-balanced, and a favorite of bartenders, drinkers, and pretty much every whiskey fan out there. Yet, it’s still underrated.

Colin Keegan, founder of Santa Fe Spirits in Santa Fe, New Mexico

ABV: 46%

Average Price: $29.99

Why This Bourbon?

Balcones Texas Pot Still Bourbon at 92 proof. This unassuming label and bottle and price point are deceiving, as this is a nicely balanced bourbon, kettle corn and graham crackers on the nose, leather, sweetcorn, candied nuts, and caramel on the taste, and a soft finish with a light lingering spice.

Bobby Finan, co-founder of Tommyrotter Distillery in Buffalo, New York

ABV: 45%

Average Price: $69.99

Why This Bourbon?

Kings County Straight Bourbon. These guys make a grain-to-glass bourbon in Brooklyn and have been at it for 12 years or so. As a distiller, I really like that they use Forsyth stills from Scotland; you don’t see too many of them in the American craft distilling world. I visited King’s County right after they opened over a decade ago and it’s what made me want to start a distillery. Flavors that make it great: It has a lot of brown sugar and chocolate notes beyond the traditional bourbon flavor suspects.

Mark McLaughlin, co-founder of Old Line Spirits in Baltimore

ABV: 50%

Average Price: $59.99

Why This Bourbon?

I’d strongly suggest that everyone try at least one bourbon from Wilderness Trail. They make great whiskey. In particular, every wheated bourbon I’ve had from Wilderness Trail has been very interesting and a great pour. I suggest Wilderness Trail Small Batch Bottled in Bond Bourbon for its bold, caramel, vanilla, and rich oak flavors.

Phil Morgan, distiller at Arcane American Whiskey in Brooklyn, New York

ABV: 42%

Average Price: $59.99

Why This Bourbon?

Almost any craft bourbon. Shopping and Supporting Local is important to me. Van Brunt Stillhouse Bourbon is definitely underrated. It’s my Local Favorite that I don’t make. What flavors make it great? The wheat in the four-grain mash bill makes for a really soft, long finish bourbon with a lovely oak and vanilla nose.

Alex Munch, founder of Stauning Danish Whisky in Denmark

ABV: 46%

Average Price: $44.99

Why This Bourbon?

Formerly Hudson Baby Bourbon, now called Bright Lights, Big Bourbon is an underrated expression. Spicy, sweet, simple, and easy to drink. It is young and vibrant and offers something different than other bourbons. Wood, vanilla, and yet still fairly ‘green’.

Rebecca Running, CEO of Darco Spirits in Philadelphia

ABV: 57%

Average Price: $35

Why This Bourbon?

Old Grandad 114. This is a little hidden gem. At $32 per bottle, it is a steal. I love the dark fruit and spice, along with oaky notes that give it a depth and character that truly overdeliver for the price. It should be much more popular than it is.

Actor Woody Harrelson

Woody Harrelson first became a household name playing a bartender on ‘Cheers’ and now has officially entered the drinks business as co-founder of Holistic Spirits Company — which features Origen Vodka and Harmony Gin infused with some of the star’s favorite ‘superfoods’ such as artichoke leaves and elderberries. I spoke with the Emmy Award-winner and three-time Oscar-nominee about his favorite drink, his love of Biodynamic wine and why Paul McCartney is a fun dinner date.

So I heard the first drink you ever had was some wine with your brother?

(Laughs) Oh yeah, that was not good. It was like Boone’s farm. Blackberry? I don’t know. It was horrifying. I didn’t have another drink for five years.

Was the next one something better at least?

I joined this fraternity and they used to do these jello shots. I don’t even know what you call that kind of alcohol. (Laughs) Very cheap, very high volatility.

LONDON, ENGLAND – NOVEMBER 08: Woody Harrelson and Matthew McConaughey attend the launch party of new bar The Parrot at The Waldorf Hilton hosted by Idris Elba on November 8, 2018 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images)

When did your drinks become more sophisticated?

When I was first on Cheers I was always drinking 7 and 7. Eventually I got into the mindset that I wanted a cleaner drink. I rationalized that if I could get some fresh juice, like a Greyhound or a Screwdriver, that’s a little better.

Is that the path that led you to teaming up with Holistic Spirits?

When Amy Holmwood got in touch I was like well I think it’s high time that this happened. It seemed inevitable that eventually somebody is gonna put something in the alcohol that helps counteract the worst attributes of it. Something that helps the liver and the kidney. It just makes sense. My wife and I drank the Origen Vodka and first of all I loved the taste. And the next morning I felt nothing — I was like whoa, interest peaked.

What made you go from enjoying the vodka to wanting to be involved in the business?

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(Laughs) It was probably too many drinks that made me decide that. There’s so many celebrities doing it and who are doing it well. I’m not the type of person to push a product. I don’t like to be a salesman. As an actor you go out and try to sell your movie — but that’s always been very foreign and odd to me. And it feels odd to say I think you should drink this. You’re better off not drinking at all. But I do feel glad that this has some properties in it that maybe make it a little less harmful.

NEW YORK, NEW YORK – FEBRUARY 27: Woody Harrelson attends the premiere of “Champions” at AMC Lincoln Square Theater on February 27, 2023 in New York City. (Photo by Dimitrios Kambouris/Getty Images)

What is your favorite way to enjoy Origen Vodka in a cocktail?

I have a bar in Los Angeles called Holy Water and I had always wanted to have watermelon juice there. Because actual watermelon juice is just some magic. It’s the best hydrator possible. So Cam, who is the bartender and runs the whole ship, made a drink the last time I was there. It had watermelon juice in it and a little bit of pineapple juice. I drank it and I’m like this is phenomenal. You should have this here on the menu and call it ‘The Whatever.’ If you’re there, you can try it.

“`

I heard you’re also a fan of Biodynamic wine?

There was a place in New York called Candle 79. One of the best vegan restaurants I’ve ever attended. My friends owned it. We were hanging and having the most incredible conversation over this great Biodynamic wine. Somehow it made our conversation even better. And from that day I’ve always been a fan of biodynamic wine.

LOS ANGELES, CALIFORNIA – MARCH 17: Woody Harrelson on the ‘Cheers’ film stage in photo taken March 17, 1986 in Los Angeles, California. (Photo by Bob Riha, Jr./Getty Images)

Tell me about a time you got to have a drink with one of your idols?

There have been many times with different idols. I’ve been very blessed that way to get to meet these people I so admire. Recently, it was Sir Paul McCartney. I joined him and a bunch of his family and friends for dinner. And we had some Holistic Spirits drinks. Ronnie Wood was there and just a lot of really cool people.

At the end of the night, everybody ended up leaving, and as we were headed out, he played me a new song he had just recorded for his new album. We’re literally right in the middle of the restaurant — waiters, people walking past us, some people going to the bathroom. And he plays his new song. I remember thinking my God, how lucky to be able to just have this experience. If you had told me when I was a kid that this would have happened, you know? I still feel that way in spite of having known him a long time.

Do you have any new projects coming out to watch for?

I’m going to do another show with Matthew McConaughey. It’s an Apple show. We’ll be playing fictionalized versions of ourselves, and it takes place in Austin. (Laughs) We already did the True Detective thing. It’ll be very different. I don’t think we can go back to that.

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Mike Love’s Club Kokomo Spirits line has been winning awards with its RTDs and rum that try and capture the feel of the iconic “Kokomo” song.

“Kokomo” is more than a song, it’s a feeling, according to legendary rocker Mike Love and his son Brian Love.

“Our music has always been—I call it a sonic oasis. We’ve always accentuated the positive,” said Mike Love, The Beach Boys music legend and “Kokomo” co-writer, during a recent Zoom call with me and his son, Brian Love.

Few songs have caught on in the collective cultural consciousness as being as inexorably linked to good times, beach vibes and summertime drinking as this ultra-catchy ode to an imaginary beach Paradise.

This is the feeling that Club Kokomo Spirits hopes to capture with its line of rums and ready-to-drink rum cocktails.

“We have a great vision—this great story of taking inspiration from the song and drawing from different aspects of rest and relaxation,” said Brian Love, who co-founded Club Kokomo Spirits with his dad. “Kokomo is no place. It’s more of a feeling. It’s where you go to self-consent to relax and get there fast and take it slow. So that ideology has really shaped the entire product line.”

Mike and Brian Love enjoy ready-to-drink cocktails from their Club Kokomo Spirits line, which was inspired by the classic Beach Boys song.

The seed for Club Kokomo was planted years ago when Mike Love was out with his wife enjoying his favorite cocktail, the mojito, when he started humming the words and hit upon the pun: Kokomojito. That led eventually to the idea of creating a ready-to-drink cocktail line, which launched in 2022. This spring Club Kokomo Spirits expanded to offering rum that fans can make their own cocktails with or sip on the rocks or neat.

But some over-hyped and priced celebrity vanity line (hi, George Clooney) Club Kokomo is not. To get the flavors right, the father-and-son duo have partnered with distiller Geoff Longenecker and Club Kokomo spirits are made at Seven Caves Spirits, an artisan distillery in San Diego. Each product undergoes intensive taste-testing with the Loves involved to ensure it gets the right balance of booze, sweetness, etc. Mike Love said the process was similar to creating sweet-sounding music.

“There’s harmony in sound, but there’s harmony in flavors as well, and we’re obsessed with getting the flavors right,” Mike Love said.

Brian Love agreed with his dad. “Just as The Beach Boys was a family band 60 years ago, this is a family brand,” he said. “We’re using the same approach to harmony in flavor as they did with the band.”

You can say the spirit line has hit the right notes: both its Artisanal White and Barrel Finished rums won double gold medals at the prestigious San Francisco World Spirits Competition. The white rum earned the even more prestigious “Best-in-class” distinction, making it one of five finalists for the competition’s Best in Show Top Shelf awards this October. I try a lot of spirits and Club Kokomo’s products really stand out. Particularly impressive are the rums themselves, they provide an excellent foundation for many classic rum drinks and are good sippers.

As for the song that inspired this spirits brand, it has booze in its sonic DNA. “Kokomo” was written for the 1988 Tom Cruise film “Cocktail.” Mike Love said writing the song was a true collaboration. “John Phillips of The Mamas & the Papas did the melody of the verse, and I came up with ‘Aruba, Jamaica, ooh, I wanna take you to Bermuda, Bahama, come on pretty mama…’ I came up with the chorus,” he said. He added that Terry Melcher, a successful producer, rounded out the lyrics. “He came up with, ‘I wanna take you down to Kokomo. We’ll get there fast so we can take it slow. That’s where you wanna go.’”

Mike Love had no idea the song would be a hit, which is always the case. “You always hope, as an artist that your song is going to go to number one, but it doesn’t always happen,” he says. “But we’ve been very fortunate as The Beach Boys. We have more top 40 songs than just about anybody, I think, other than perhaps those guys from across the pond.”

Love is not surprised “Kokomo” has been connected to good times for so many. Music in general, and Beach Boys music in particular, has that power, he said. He points to research from British psychologist Dr. Michael Bonshor showing that another iconic Beach Boys hit, “Good Vibrations” is the song that made people happiest.

This isn’t particularly surprising to any of us Beach Boys fans out there: after all, much like a great cocktail or spirit, a great song is a feeling and a vibe all on its own. And, it’s not scientific, but I swear Club Kokomo rums taste better when you sip them while listening to one particular classic rock band.

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Our community is about connecting people through open and thoughtful conversations. We want our readers to share their views and exchange ideas and facts in a safe space.

In order to do so, please follow the posting rules in our site’s Terms of Service. We’ve summarized some of those key rules below. Simply put, keep it civil.

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Let’s be real: When it comes to the many Pride events that took place across the U.S. last month, JoJo Siwa was the talk of the town.

JoJo ended up performing at several events in locations like Chicago, Los Angeles, and New York City — and she didn’t always receive a warm reception.

During her NYC appearance as part of Trixie Mattel’s event, she ended up cursing out the crowd after getting booed. Rough stuff!

If you were paying attention to the general shenanigans across the month, you also probably saw pics of JoJo swigging from a bottle of Tito’s vodka during her Los Angeles Pride performance as well.

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During a recent episode of her podcast, JoJo revealed why she incorporated that into her set — and, more fascinatingly, who encouraged her to do so.

“This idea of doing this stemmed from, I was in rehearsals and we were starting a new routine [for] ‘Yesterday’s Tomorrow’s Today,’ and my 21st birthday had just passed,” she explained.

“I was like, ‘I wanna fucking take a shot before this.’ And my grandma was like, ‘Alright, JoJo. You should do it.’ And I was like, alright. Let’s do it!”

JoJo also explained that, as her swigging ritual became a “big thing” after the show, some questioned whether it was really booze she was drinking out of the bottle — and, according to her, it really was.

“`

“I bought out a jug of Tito’s, and people were like, ‘Woah. What are you doing? Is it real? Is it fake?’” she recalled.

“And I was like, ‘Bitch, it is what it fucking is. It’s a bottle of Tito’s.’”

OK then! You can listen to the entire episode .

We write about whiskey (especially bourbon) fairly often. Like anyone, sometimes we get caught up in the hype and flash of popular or hard-to-find expressions. We feel like we just have to try them. It seems like everyone else is, why shouldn’t we? When this happens, sometimes we have to take a step back and think about some of the brands that don’t get enough praise but definitely deserve it. Sometimes these expressions are much easier to find. We’re talking about the underrated gems either waiting to be discovered or simply given the respect they deserve.

What does underrated mean, exactly?

Well, it’s not that easy to define as it often depends on who you’re asking and whether or not they mean “underappreciated” instead. There are plenty of great, underappreciated whiskeys from massive brands like Beam or Jack Daniel’s — Beam’s Little Book, Jack’s Coy Hill Series, Jack Daniel’s Rye, Jim Beam Rye(!). But when it comes to “rating” those expressions, there are plenty of accolades heading their way. So they’re inherently not “underrated”… just maybe not on enough radars.

We asked eleven whiskey experts, distillers, and alcohol professionals to tell us the most underrated bourbons to drink right now. We’re talking about bourbons that are undervalued and underappreciated. You’ll be surprised by their picks. You’ll recognize some names, but others are lesser-known and deserve much more acclaim than they currently receive.

Dr. Kenneth Maverick, founder of Maverick Whiskey in San Antonio, Texas

ABV: 50%

Average Price: $99.99

Joseph Magnus Straight Bourbon. Aged in oak barrels before being transferred to oloroso sherry, Pedro Ximénez sherry, and cognac casks, it’s unique, flavorful, and deserves more recognition.

It’s sweet, rich, and bold chocolate and approachable mellow oak. It might not be on your radar yet, but it absolutely should be.

Jared Himstedt, head distiller at Balcones Distilling in Waco, Texas

ABV: 58.5%

Average Price: $65.99

Why This Bourbon?

Old Ezra 101 7 Year is a truly underrated bourbon. Another favorite that I rarely see talked about but always delivers. Rich copper and wood sugar, biscuity with a soft peppery finish.

Heather Greene, CEO of Milam & Greene Whiskey in Blanco, Texas

ABV: 47%

Average Price: $109.99

Why This Bourbon?

I think people need to revisit Garrison and Balcones craft distilleries. There is a myth that these Texas whiskeys don’t taste as good, but I don’t believe that one bit. They’ve been perfecting their craft for 10 years now. I tasted a Garrison Single Barrel that was rich and chewy recently, and with lovely deep caramels.

Jeremy Kasler, CEO of CaskX, a bourbon cask investment firm, in Los Angeles

ABV: 45%

Average Price: $36.99

Why This Bourbon?

Hands down, the most underrated bourbon is Russell’s Reserve 10 Year. I hate to even put this in print for fear it’ll become harder to find, but I’ve been stocking up for some time, so we’re good. With a price point of around $35, this 10-year-old Wild Turkey-made bourbon is damn near perfect, with hints of baked cherry pie drizzled in caramel and dark chocolate.

Brad Jennings, whiskey expert at North of Bourbon in Louisville, Kentucky

ABV: 50%

Average Price: $23.99

Why This Bourbon?

I’d say one of the most underrated bourbons is Old Grand-Dad Bottled and Bond. It has a nice cinnamon and baking spice flavor, it’s great. It’s surprisingly cheap, well-balanced, and a favorite of bartenders, drinkers, and pretty much every whiskey fan out there. Yet, it’s still underrated.

Colin Keegan, founder of Santa Fe Spirits in Santa Fe, New Mexico

ABV: 46%

Average Price: $29.99

Why This Bourbon?

Balcones Texas Pot Still Bourbon at 92 proof. This unassuming label, bottle, and price point are deceiving, as this is a nicely balanced bourbon. Kettle corn and graham crackers on the nose, leather, sweetcorn, candied nuts, and caramel on the taste, with a soft finish and light lingering spice.

Bobby Finan, co-founder of Tommyrotter Distillery in Buffalo, New York

ABV: 45%

Average Price: $69.99

Why This Bourbon?

Kings County Straight Bourbon. These guys make a grain-to-glass bourbon in Brooklyn and have been at it for 12 years or so. As a distiller, I really like that they use Forsyth stills from Scotland; you don’t see too many of them in the American craft distilling world. I visited King’s County right after they opened over a decade ago and it’s what made me want to start a distillery. Flavors that make it great: It has a lot of brown sugar and chocolate notes beyond the traditional bourbon flavor suspects.

Mark McLaughlin, co-founder of Old Line Spirits in Baltimore

ABV: 50%

Average Price: $59.99

Why This Bourbon?

I’d strongly suggest that everyone try at least one bourbon from Wilderness Trail. They make great whiskey. In particular, every wheated bourbon I’ve had from Wilderness Trail has been very interesting and a great pour. I suggest Wilderness Trail Small Batch Bottled in Bond Bourbon for its bold, caramel, vanilla, and rich oak flavors.

Phil Morgan, distiller at Arcane American Whiskey in Brooklyn, New York

ABV: 42%

Average Price: $59.99

Why This Bourbon?

Almost any craft bourbon. Shopping and Supporting Local is important to me. Van Brunt Stillhouse Bourbon is definitely underrated. It’s my Local Favorite that I don’t make. What flavors make it great? The wheat in the four-grain mash bill makes for a really soft, long finish bourbon with a lovely oak and vanilla nose.

Alex Munch, founder of Stauning Danish Whisky in Denmark

ABV: 46%

Average Price: $44.99

Why This Bourbon?

Formerly Hudson Baby Bourbon, now called Bright Lights, Big Bourbon is an underrated expression. Spicy, sweet, simple, and easy to drink. It is young and vibrant and offers something different than other bourbons. Wood, vanilla, and yet still fairly ‘green’.

Rebecca Running, CEO of Darco Spirits in Philadelphia

ABV: 57%

Average Price: $35

Why This Bourbon?

Old Grandad 114. This is a little hidden gem. At $32 per bottle, it is a steal. I love the dark fruit and spice, along with oaky notes that give it a depth and character that truly overdeliver for the price. It should be much more popular than it is.

The Sales of rum market is poised for significant growth over the next decade, with an estimated market value of USD 24.5 billion by 2033, up from USD 17.4 billion in 2023. According to the latest analysis by FMI, the market is expected to expand at a CAGR of 3.5% during the forecast period from 2023 to 2033. This robust growth is driven by increasing consumer demand for diverse alcoholic beverages, particularly premium and flavored rums, and the burgeoning cocktail culture among millennials.

Market Dynamics

Rum, with its natural flavors and high alcohol content, continues to enjoy popularity across the globe. The growing number of restaurants and bars serving unique cocktails has further fueled the demand for rum. Nations in South Asia and Latin America, where rum production and consumption are high, play a crucial role in the market’s expansion.

Despite facing challenges during the COVID-19 pandemic, the rum market has shown resilience. The closure of liquor outlets and restrictions on nightlife severely impacted sales in 2020 and 2021. However, the market has rebounded strongly, supported by the rising per capita income and a cultural shift towards increased alcohol consumption in regions like Asia Pacific.

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Key Market Trends

The trend of flavored and spiced rums is gaining momentum. More than 45% of the market revenue in 2022 was generated from dark and light rums. However, the flavored rum segment is projected to grow at an even higher rate, driven by consumers’ preference for innovative tastes and the rising cocktail culture.

The premium and super-premium rum categories are also witnessing substantial growth. Companies like Bacardi are leading the market with continuous investments in their product portfolios, including Ocho, Cuatro, and Diez. Bacardi’s focus on innovation in premium rum and black spirits has been pivotal in gaining new customers and increasing consumption.

Distribution Channels

Offline channels continue to dominate rum sales, accounting for nearly 80% of the revenue in 2022. Liquor shops and specialty stores remain the preferred purchase points for consumers. However, online sales of rum are an emerging trend, offering convenience and expanding the consumer base. Leading brands are leveraging e-commerce platforms to reach more customers and enhance their market presence.

Regional Insights

The United States leads the global rum market, with an estimated demand of USD 4.7 billion in 2023. The presence of international manufacturers and a robust consumer base contribute to this dominance. Canada is also emerging as a significant market, with a projected growth rate of 2.8% through 2033.

Europe, with its rich drinking culture, is another major market for rum. The region accounted for over 30% of global sales in 2022. Germany, in particular, is expected to see a higher growth rate of 2.4% within the European Union. Companies are boosting their visibility through mergers, acquisitions, and extending their sales networks.

In the Asia Pacific region, China is set to witness remarkable growth, with an annual rate of 6.1% from 2023 to 2033. The market in China is anticipated to reach USD 5.4 billion by the end of the forecast period. The region’s rising disposable income and growing interest in premium rums are key factors driving this growth.

Competitive Landscape

The global rum market is highly competitive, with numerous regional and international players. Leading companies such as Bacardi, Asahi Group Holdings Ltd., Davide Campari-Milano Spa, and Diageo Plc are focusing on innovation and strategic partnerships to strengthen their market positions. For instance, Bacardi’s introduction of new flavored rum cocktails and its expansion into the Indian market have significantly boosted its sales.

Pernod Ricard’s acquisition of Colombian ultra-premium rum producer La Hechicera exemplifies the industry’s trend towards consolidation and market expansion. The collaboration between French artisanal rum firm Plantation and Third Eye Distillery in India is another notable development, highlighting the increasing importance of the Asia Pacific market.

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Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

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There are few better-known vodka producers than Smirnoff, the world’s best-selling vodka brand. As the top performer in its parent company Diageo’s portfolio, it’s known to sell upwards of 26 million cases a year, and as of 2022, was still showing notable sales growth. Spirit and cocktail fans, it seems, just can’t get enough. Because of its clean flavor profile, it’s easily the most versatile bar cart staple — suitable for making dozens of vodka cocktails — from martinis and fizzes to Moscow mules and spiked lemonades.

Americans didn’t always appreciate a high-quality, blank-canvas spirit, though. It took some convincing to get United States imbibers to warm up to vodka. That convincing was achieved by Smirnoff’s clever marketing. So not only is it the world’s best-selling brand, but it’s also the brand we can thank for vodka being popular in the US to begin with.

The longtime spirit of choice for Americans was whiskey. As America developed after the Revolutionary War and looked to build its economy with domestic goods, whiskey stood out because it didn’t need to be imported like another popular spirit, rum. American affinity for whiskey grew to the point that when Smirnoff vodka hit US shores in 1939, Americans had no interest in a clear spirit boasting clean flavor. So, a South Carolina salesman for the brand decided to pitch vodka as a “white whiskey.” Once Americans saw Smirnoff as a lighter version of something they already loved, vodka took off.

Read more: 13 Liquors Your Home Bar Should Have

Pyotr Smirnoff established his distillery in Moscow in 1864, intending to bring high-quality vodka (usually only available to royals) to the common people. He was one of the first to employ charcoal filtration for vodka unparalleled in purity. It was a hit with his fellow Russians, but Americans needed that “white whiskey” branding to get them to try vodka and appreciate its purity. Smirnoff’s American marketing strategy also led to the development of a legendary cocktail.

The man who brought Smirnoff to the US, an English expat named John Martin, began going door-to-door to get the vodka into bars. To showcase vodka’s versatility and its potential to take on interesting flavors, he partnered with Jack Morgan, the owner of Hollywood bar Cock ‘n Bull, to invent the Moscow mule. It just so happened that Morgan was trying to push ginger beer, which paired beautifully with vodka. So, while there are plenty of good vodkas to use in a Moscow mule, Smirnoff is the one to thank for the tipple. The drink took off, as did vodka martinis in the 1960s, and Americans never looked back to the days of snubbing this clear spirit. The next time you make a refreshing martini with vodka instead of whiskey, you can thank Smirnoff.

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Do you swish, sip, and then let the whiskey smolder around your nostrils before indulging? You could do a bit of everything. Have you ever wondered about the rich world of whiskey? On July 6th, at the Food & Wine Festival Experience, we had an engaging panel discussion exploring diverse traditions, industry trends, and personal stories that shape the whiskey experience with moderator Candis Grace and whiskey experts Samara Rivers of the Black Bourbon Society and Keenan Towns. The segment expanded audience members’ knowledge, elevated their palates, and celebrated the unique contributions of underrepresented communities worldwide.

On July 6th, Rivers explained the difference between bourbon and whiskey because they are too often used interchangeably. “So all bourbon is whiskey, not all whiskey is bourbon, and the difference is the grain,” she stated. “So all whiskeys are made from grain, whereas Cognac is made from grapes, right? So we look at our cognacs, but our whiskeys are more amazing because they come from different grains.” She went on to say that bourbon is at least 51% percent corn.

The moderator gestured to the audience, encouraging them to note that the spirits industry isn’t just about drinking. There’s a science to understanding the nuances of the various spirits, which comes through education.

Grace continued the conversation by asking Towns how people should move past their intimidation when it comes to whiskey, and it all boils down to educating yourself before you sip. “Like anything, you have to educate yourself on what you’re drinking; most people always want to know a fun fact or something about what they’re drinking so that they can tell their friends or when they’re about to make a toast. So I always encourage you to do some type of education around whatever spirit you’re indulging in,” he said.

Another crucial aspect of the spirit is the ability to slow down, savor, and experience the whiskey without rushing. For Rivers, she believes you can enjoy whiskey when you understand it’s about the story. “It’s all about the story and who you share your dream with now, right? It’s about the memories that you’re making,” she exclaimed.

Selecting whiskey isn’t straightforward, so Rivers encourages us to start small. “It doesn’t have to be super expensive. Try a Maker’s Mark or even an Elijah Craig; those bottles have a low price point.”

The best way to indulge in and learn about whiskey is to be curious about it, Rivers suggests. “Be curious about what you’re drinking. Continue to challenge yourself and be interested in the category,” she said.