AMERICAN WHISKEY
American whiskey has been one of the most dynamic and innovative categories in recent years, especially in premium and above segments, which saw a healthy demand for artisanal offerings, while innovations in flavours recruited new, often younger, consumer entrants to the category.
While the IWSR’s U.S. Sales Navigator noted a “softening” of the overall category in 2023 and 2024, brands at or above the super-premium level “rose by 6% over the eight-month period”, according to its October 2024 data release. American whiskey therefore remains an important category for the Group, as we focus on consolidating and accelerating the growth of our American whiskey brands including Jefferson’s, Rabbit Hole, Smooth Ambler, TX and Skrewball.
Skrewball takes to the slopes
Launched in 2018, Skrewball quickly became one of the fastest-growing U.S. spirits brands. It is already the number two premium brand in the flavoured whiskey category for value and volume, and in the top ten whiskey brands overall(1). “Skrew the Usual” is the brand’s rallying cry. During winter 2024/25, this cry echoed around U.S. ski resorts when the “Après Skrew” campaign took to the slopes. As many of U.S. ski resort visitors are tourists, this provided a big opportunity to grow the brand’s fanbase both nationally and beyond. Twenty resort activations resulted in impressive conversion responses. Of those sampled, 93% would purchase off-premise; and 90% on-premise(2). Skrewing the usual must be good for business.
Jefferson’s rocks the bourbon category
Jefferson’s has often taken unusual routes to whiskey creation - literally for its sea-aged Ocean offering - but has gone back to basics with the limited-edition release of Reserve Cask Strength. Previous Jefferson’s Reserve releases were typically at 90-100 proof; the new Cask Strength is bottled at 130 proof, delivering a bold, unfiltered flavour profile for seasoned bourbon enthusiasts. This new addition was launched at the famed Red Rocks Amphitheatre in Colorado, building on the brand’s partnership with the iconic rock venue. Meaning, if you ask for whiskey at Red Rocks, the pour will be a Jefferson’s. The launch gained impressive media attention, with Rolling Stone making it May’s Spirit of the Month. This was the perfect accolade for a product launched at a legendary rock venue.
