Page 56 - TFWA World Exhibit 2023 Special Edition

INSIDER

Maker’s Mark launched its Wood Finishing Series with a special boutique with International Shoppes JFK
Terminal 1 in November 2022.

U.S. whiskey rides high in the Americas

U.S. whiskey has rebounded well across the Americas this year as the purchasing habits of traveling consumers become increasingly
more adventurous, writes Joe Bates.

The U.S. whiskey category enjoyed limited in the case of some in-demand Manuel González, brand marketing
a very strong period of recovery in the brands by supply constraints. director GTR at Beam Suntory, the owner
duty free Americas market last year as “Year-to-date, we are seeing 21% of Jim Beam, the best-selling bourbon
international travel in the region rebounded growth versus 2022 in the American in travel retail, as well as Maker’s Mark
from COVID-19, and consumer demand whiskey category,” reveals Robert de and several small-batch bourbons, is also
for American whiskeys continued to grow. Monchy, managing director of duty free bullish about the Americas region.
According to data from research firm drinks distributor MONARQ Group, whose “We have enjoyed a very positive
the IWSR Drinks Market Analysis, sales U.S. whiskey portfolio includes Jack performance versus 2022, with a +32%
volumes of U.S. whiskey in the Americas Daniel’s, Woodford Reserve, Houston- volume increase in GTR Americas. Overall,
travel retail market soared 94% in 2022– a based Yellow Rose whiskey and Uncle growth is in line with company projections.
better performance than the overall spirits Nearest, a Tennessee whiskey. “The growth However, some challenges regarding liquid
category, which grew 74% worldwide over is across the board in the cruise channel, as availability occurred at the beginning of the
the same period. well as at airports. year.”
The category has continued to fare “Our American whiskies can now be A major focus this year for Beam
well in 2023 although growth has been found on Royal Caribbean, Virgin Voyages Suntory is to continue its work to make
and Disney Cruise lines,” de Monchy adds. Maker’s Mark a “global whiskey icon”,
“We have partnered with Starboard Cruise a brand-building exercise González says
Services and Heinemann Americas for duty involves consumer-first brand experiences
free retail stores onboard cruise ships. We and exciting new product development
have also supported key airport retailers such as the recent city-themed Wood
such as DFS USA, [Newark airport Finishing releases which saw New York
retailer] EJE Travel Retail and International and Sydney limited editions being released
Shoppes with our American whiskey last year. Singapore, London and Frankfurt
portfolio.” expressions are in the pipeline for 2023.
González also reveals that an ultra-
premium Maker’s Mark release is planned
for GTR this year. Cellar Aged is a blend of
11 and 12-year-old bourbons. “We are able
Uncle Nearest Tennessee Whiskey has been a to release this unprecedented version of a
bright spot in MONARQ Group’s U.S. whiskey much older Maker’s Mark thanks to our
portfolio, which also includes Jack Daniel’s, proprietary cellar built into the limestone
Woodford Reserve, and Yellow Rose. face of Star Hill Farm that drastically
changes the aging environment compared
with our outdoor rick houses,” he explains.
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