As Bourbon Booms, Marketers Firm Prices And Look To Premiumize

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While it’s easy to focus on volume gains in a category that’s added more than 5 million cases to its global total since 2005, the thriving Bourbon segment has been demonstrating even faster growth on the value side, with key players across the industry raising prices and releasing a wide array of trade-up options. According to Impact Databank, the Bourbon category rose 4.5% to 16.7 million cases in the U.S. last year, matching its global growth rate. In the 52 weeks through September 14, Nielsen data shows the segment up 11% by value in the U.S., significantly outpacing its 7% volume advance over the same period. Full story

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