Collectively, flavoured whisky grew nearly 19% in the US in 2019. Hot on the heels of cinnamon whisky, new single-ingredient shot flavours that also centred on the spicy-sweet profile launched into the market, such as apple, honey, peach and vanilla whisky. This led to many other cinnamon whisky brands being launched, as well as resulting in the cinnamon flavour reaching a 50.1% share of all flavoured whisky in the US in 2019. After its successful re-introduction, Fireball quickly dominated the flavoured-shot occasion space, and reached a 45.7% share of the flavoured whisky category in 2019 in the US. From spicy-sweet to savoury-sweet profilesįireball opened the door to a single-ingredient shot that was familiar and approachable. Today, it’s not uncommon to see people of varying ages and socio-economic groups enjoying shots of the brand. A combination of social media exposure, educating bartenders, word of mouth and a small amount of traditional advertising is credited with the brand’s acceptance by mainstream consumers. Although launched in the 1980s, it was not until the early 2010s that Fireball really took hold as the leader of this flavour trend. The ad campaign showed people holding a bottle and shot of the product while making various humorous faces, along with captions stating why they drink Jägermeister, such as “I’m drinking German Jägermeister because I can hold my liquor” or “…because it’s my 259th Rocky Horror Show”.Īs flavour profiles evolved, they grew in popularity, and cinnamon-flavoured whisky was one that gained mass appeal. For example, Klaus Nomi’s 1980 Jägermeister ad campaign focused on the idea that having a Jägermeister shot was almost a badge of honor due to its medicinal taste profile. When shot-centric liqueurs and aperitifs first rose in appeal, their medicinal and herbaceous profiles were the cornerstone of their marketing campaigns. Strong marketing campaigns have helped to bolster the popularity of new flavours. As more universally appealing (and often sweeter) flavour profiles have entered the market over the past 10 years, they have helped to shape a more inclusive shot culture. While many shot brands are successful, their appeal is typically limited to certain demographics (younger LDA males, for example) and consumed during high-energy night-time occasions. Shot culture in the US has historically tended to consist of straight whisky or tequila, consumed as light-hearted social challenges, dares or celebrations. ![]() The flavour profiles of popular shot brands have been evolving over recent years this is due to both innovation by producers and the ever-shifting taste preferences of consumers. ![]() Innovative flavour profiles gain mass appeal within shot culture The rise of the savoury-sweet profile seems a natural successor to the spicy-sweet profile of cinnamon-flavoured whisky, which currently dominates the flavoured whisky market in the US, primarily within shot culture. The savoury-sweet flavour profile of peanut butter whisky has risen in prominence in the years up to 2019, and has already gained widespread social media exposure and bartender acceptance in the US.
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