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33
November / December 2014 •
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American consumers have a big
thirst for imported whiskeys
By Thomas Henry Strenk
How hot is the whiskey category right now?
The brown spirit is set to overtake vodka in
terms of sales if not volume.
Imported whiskies are particularly popular, "and Scotch is super
hot," says Mike Raymond, co-owner of Reserve 101 in Houston.
Japanese malt whisky is also rising in popularity right now, he adds.
The bar boasts that it has the largest selection in Texas—more
than 330 whisk(e)ys, with strong representation in imports from
Scotland, Ireland, Japan and Canada. Whiskey pours of 1 ½-oz. start
at $6 and up.
"Our sweet spot keeps growing, where no one bats an eye when
you quote the price. During the fi rst two years it was about $12; now
it's closer to $20 to $25," Raymond says. His customers will shell out
as much as $400 for a shot of rare Glenfi ddich 40-year-old Scotch.
"A global whiskey renaissance is fueling revenue growth,"
reports Peter Cressy, CEO of the Distilled Spirits Council of the
United States. Sales volumes for the whiskey category are up 6.2%,
according to the industry group; however, single-malt Scotch grew
11.6% and Irish whiskey bumped up 17.5%.
Why is whiskey so popular, especially imports? A confl uence of
factors is driving consumer interest and growth.
One reason is greater availability on the world market. "More
whiskeys are now being distributed globally," says Raymond.
Reserve 101's collection, for example, features unusual bottlings
from such unlikely places as India, Taiwan, Tasmania, France,
Austria and England.
"There is so much more information out there about whiskey now,
books, magazines and the internet. Customers at the bar can pull
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Reserve 101 in Houston stocks
more than 330 whiskeys—the
largest selection in Texas,
according to the bar.