Irish Whiskey Makers Bet on Flavored Spirits to Woo Younger Drinkers

Irish whiskey brands like Jameson, Bushmills, and Tullamore D.E.W. are adding flavors like orange, coffee, apple, and honey to attract younger drinkers. This is a shift for distilleries that have historically prized whiskey's natural taste.

Flavored whiskey is a fast-growing category, accounting for 20% of US whiskey sales and growing nearly 40% since 2019. Brands see big potential among Millennial and Gen Z drinkers open to experimental flavors.

Proper No. Twelve recently added an apple flavor that has performed strongly. Tullamore D.E.W. just released a honey flavor for the first time in its 200-year history.

Top selling whiskey flavors include honey, apple, cinnamon, peach and peanut butter. Brands see flavors as an entry point to ease new drinkers into appreciating straight whiskey.

After COVID-19, drinks companies see consumers becoming more adventurous with flavors. Brands have to adapt with new products to attract younger demographics less loyal to traditional tastes.