Light, Mixable …
and Innovating
Canadian whisky makers are bringing out new flavored products, and
superpremium and high-proof expressions to try to spur consumer interest.
By Kate Strandness
anadian whisky may have surged nearly a
century ago when it became the choice beverage during Prohibition, but it's far from
being a forgotten spirit.
Like any fashion trend, from 1980s neon to skinny
jeans, what goes around comes around — and the same
rule applies to Canadian whiskies. The category is seeing
a revitalization of sorts as younger consumer interest
drifts toward the "what's old is new again" mentality.
"Not only are people experimenting with new and different flavors, textures and ingredients, they are bringing
back long-forgotten cocktails," says Joanne Vinci, marketing manager of Black Velvet Whisky at Constellation
Brands. "Canadian whisky was the Prohibition era spirit.
So it fits into this trend quite naturally."
Numbers have yet to prove this resurgence —
Canadian whisky sales were slightly down nationwide, by
0.5%, according to Beverage Information Group data.
C
But Canadian whiskies are still flourishing. With case
sales at 15,325,000 million in 2011, they garner 33.1% of
the total whiskey sales and 59.8% of imported whiskey
sales, as noted in the 2012 Beverage Information Group
Liquor Handbook. Regardless of what the numbers say,
brand managers will assert that Canadian whisky is a category on the upswing as younger consumers discover it
and experiment with it. "Canadian whisky is innovating
to meet the needs of whisky consumers by introducing
flavored expressions, high-proof variants, and premium/superpremium products," Vinci says.
The premise is that these innovations, like the flavored whiskies following the popularity of other flavored
spirits, will attract a younger audience. "A growing
female interest in whisky is also a very promising trend
for the category and a great opportunity for blended
Canadian producers like us," says Yvonne Briese, vp of
marketing, Diageo North American Whisky. Coupled
with the heritage and history of Canadian whiskies, they
should help fuel category growth.
Beverage Dynamics • www.beveragedynamics.com • January/February 2013 • 35
