2024 was a troublesome 12 months for the American whiskey trade. For the second 12 months in a row, volumes declined, indicating that issues may be slowing down for the sector following the pandemic-era growth.
The Spirits Enterprise just lately revealed its annual Model Champions Report, which revealed the highest 10 best-selling American whiskey manufacturers and market traits within the class at massive. The report states that the class’s gross sales by quantity within the U.S. had been down 2.7 % final 12 months whereas worth dipped 1.8 %, in response to knowledge from the Distilled Spirits Council of america (DISCUS) and the IWSR. Furthermore, of the ten manufacturers highlighted within the American whiskey part, solely two skilled constructive quantity progress: Jim Beam and Woodford Reserve.
Earlier than diving into every model individually, it’s necessary to notice that the report included conventional and flavored expressions in the identical entry for some manufacturers, whereas leaving them separate for others. For instance, whereas Wild Turkey and Wild Turkey American Honey are listed collectively, Jack Daniel’s and Jack Daniel’s Tennessee Honey are separated into two entries. Jim Beam, which has a number of flavored expressions beneath its umbrella, can be listed as one entity.
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Unsurprisingly, Jim Beam was the most important American whiskey model in 2024, rising case gross sales from 17 million in 2023 to 17.5 million final 12 months. In second place is Jack Daniel’s, whereas Heaven Hill-owned Evan Williams rounds out the highest three.
Take a look at the remainder of the world’s hottest American whiskey manufacturers under!
10. Ole Smoky
Established in Gatlinburg in 2010, Ole Smoky Distillery was the primary federally licensed distillery in East Tennessee. The Ole Smoky umbrella is predominantly centered on moonshine, although it additionally features a huge choice of whiskeys. There are the standard suspects, after all: a Tennessee straight bourbon whiskey, a blended whiskey, and even an applejack brandy. However there’s additionally a cookie dough whiskey, a strawberry lemonade expression, a mango habanero bottling, and extra. In complete, Ole Smoky provides 24 distinct whiskey expressions. In 2024, case gross sales dipped 6 % year-over-year, down from 1.3 million to 1.2 million.
9. Wild Turkey (together with Wild Turkey American Honey)
Wild Turkey is an American whiskey model with roots courting again over 150 years. Joint grasp distillers Jimmy and Eddie Russell — the identical father-son duo who based Russell’s Reserve — at present oversee all distillation on the Lawrenceburg, Ky., distillery. Wild Turkey at present has 20 bottlings on supply, with Wild Turkey 101, an expression within the model’s core lineup, constantly referred to as out as a bartender favourite. The model has included flavored expressions in its lineup since 1976 when Jimmy Russell created a honey-flavored bourbon initially referred to as Wild Turkey Honey Liqueur. Now marketed as American Honey, the whiskey additionally is available in a spicy bottling referred to as American Honey Sting. Wild Turkey case gross sales had been down from 1.8 million in 2023 to 1.7 million in 2024, a 4.5 % decline year-over-year.
8. Woodford Reserve
Launched by Brown-Forman in 1996, Woodford Reserve may be a relative newcomer on the American whiskey scene, however it has some critical credentials behind it. Not solely is it produced at a historic distillery in Versailles, Ky., that dates again to 1812, however it’s additionally the official sponsor of the Kentucky Derby. Meaning each Mint Julep poured at Churchill Downs is made with the model’s bourbon. Along with bourbons, the Woodford Reserve lineup additionally contains rye, wheat, and malt whiskeys. The model skilled reasonable success in 2024, rising case gross sales 3.4 % year-over-year.
7. Bulleit
Based mostly in Shelbyville, Ky., Bulleit was based in 1987 and distinguished itself from different bourbons available on the market with its high-rye mash invoice. At present, the model is owned by Diageo and homes seven expressions beneath its umbrella. Over the course of the 2020s, Bulleit carried out comparatively properly, although case gross sales dipped barely from 2 million in 2023 to 1.9 million in 2024.
6. Seagram’s 7
Seagram’s was based 1928 in Canada, which means that for the primary 72 years of its existence, it was a Canadian whisky model. However that every one modified when Diageo bought the model in 2000 and manufacturing was moved to america. At present, all Seagram’s 7 — an important element within the dive bar’s beloved 7 and seven — is distilled in Norwalk, Conn. The model’s case gross sales peaked in 2020 at 2.7 million, however numbers have tapered off every year since. In 2024, gross sales had been down to simply 2 million circumstances, an 11.7 % decline year-over-year.
5. Jack Daniel’s Tennessee Honey
A mix of Jack Daniel’s Previous No. 7 and honey liqueur, Jack Daniel’s Tennessee Honey first hit the market in 2011. The model has since expanded its flavored lineup with expressions like Tennessee Apple, Tennessee Hearth, and Winter Jack, although it’s unclear if these case gross sales had been included alongside Tennessee Honey or within the higher Jack Daniel’s class (see: No. 2). Case gross sales of the flavored whiskey have remained regular through the years, hovering at or simply above the two million mark.
4. Maker’s Mark
Beam Suntory-owned Maker’s Mark was established in Loretto, Ky., in 1953, although the primary bottles — with their signature crimson wax seal — didn’t roll out till 1958. Since then, the model has grown to turn out to be one of the vital recognizable names in American whiskey. From 2020 to 2023, Maker’s Mark’s case gross sales elevated considerably, maybe spurred on by new everlasting installments just like the Cellar Aged sequence, which sees bottles bear a lengthier maturation course of. Sadly, that progress stalled out in 2024 and the model skilled a ten.1 % decline in gross sales.
3. Evan Williams
Evan Williams is the flagship spirit of Heaven Hill Distillery. Because the model’s launch in 1957, the lineup has expanded to incorporate over 20 expressions, from straight bourbon and single barrel expressions to flavored bottlings and even spiked egg nog. From 2021 on, the model’s case gross sales have remained stagnant at 3.1 million per 12 months.
2. Jack Daniel’s
Established in 1866, it’s onerous to consider a whiskey model extra intertwined with American tradition than Jack Daniel’s. The model at present provides over 15 bottlings, although its flagship, Previous No. 7, stays its most recognizable. Following a number of years of explosive progress within the early 2020s, Jack Daniel’s case gross sales have been steadily dwindling from 2022 on. Final 12 months, Jack Daniel’s case gross sales had been down 1.5 % from 14.3 million to 14.1 million — 500,000 circumstances fewer than 2022’s document 14.6 million.
1. Jim Beam
The model Jim Beam didn’t hit cabinets till 1975, however the Beam household’s distilling historical past dates again so far as the 18th century. The mash invoice used to make the Clermont Ky.-based model’s flagship bourbon dates again over 225 years. The yeast colony used to ferment it? That’s over 75 years previous. Among the finest-selling whiskey manufacturers on the planet for a number of years operating, Jim Beam’s case gross sales have steadily climbed every year since 2022. Final 12 months, they elevated practically 3 % to hit 17.5 million, a five-year excessive.
