In some categories, though, demand was actually up. States such as New York, Texas, Pennsylvania and Illinois made gains in the premium and super-premium price tiers.
Irvin made a compelling case that growth in whiskey sales comes via educating whiskey buyers. The more someone knows about whiskey, the more they'll be able to seek out bottles that match their own tastes.
Barrel finishes will continue. Other things, like increased age, increased proof. We've seen that in the last five years, and I see that continuing.
Despite the headwinds in mature markets, global whiskey remains on a modest upward trajectory.
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