The Whiskey Business Game: How Women Are Changing the Face of Whiskey Lovers

In recent years, the whiskey industry has witnessed a significant shift in its demographics. Gone are the days when whiskey was solely associated with men; today, women are emerging as one of the most sought-after whiskey demographics. According to Daniel Rivas, general manager at Bank & Bourbon in Philadelphia, women between 25 and 35 years old are the most desired demographic for marketers.

At Julio's Liquors in Westborough, MA, owner Ryan Maloney has noticed a similar trend. 'We've always had quite a few women involved in whiskey events,' he says. 'But I think that's becoming even more prevalent.' To cater to this growing demand, Maloney does a lot of sampling on the store floor, allowing customers to taste and discover new whiskeys.

The increasing role of social media has also contributed to the growth of the whiskey community. Influencers are now playing a vital role in shaping consumer preferences and driving interest in specific whiskey brands. Jim Canepa, Superintendent of the Ohio Division of Liquor, has observed that influencers are diving deep into taste profiles and sourcing of products, making them more knowledgeable and trusted sources for recommendations.

As a result, whiskey enthusiasts are now turning to influencers for guidance on new products to try. 'Many whiskey enthusiasts now turn to influencers for recommendations on new products to seek out and purchase,' says Canepa. This trend is particularly evident among younger consumers who are more educated than ever about the world of whiskey.

In Ohio, Agnes has noticed that customers are becoming increasingly knowledgeable about whiskey and are willing to pay a premium for high-quality products. 'They understand what it is and why it's more money,' she says.

The rise of female whiskey enthusiasts is not limited to specific regions or age groups. In Minnesota, stores are reporting increased sales of barrel-proof products due to the growing demand from women who are eager to try new and exciting whiskeys.

As the whiskey industry continues to evolve, one thing is clear: consumer passion is driving the category to new heights. Whether it's through social media, influencer marketing, or in-store tastings, the whiskey business game is changing, and women are at the forefront of this shift.

Whiskey business game