Flavored whiskey has seen significant growth in the U.S. with an 11% increase from 2017 to 2022, significantly outpacing unflavored whiskey (+3%), according to IWSR. This trend has helped flavored whiskey capture over a fifth of the U.S. whiskey market.

As a result, the industry has seen several major investments in the flavored whiskey space recently. In March, Pernod Ricard acquired the popular peanut butter-flavored whiskey Skrewball, while Campari acquired a 15% stake in banana-flavored bourbon Howler Head last year. Brands are continuing to innovate in hopes of finding the next popular flavor to blend.

“The flavors are getting more diverse,” said Matti Anttila, Founder and CEO of Grain & Barrel Spirits. “I wouldn’t be surprised to see more chefs get involved in the flavor game, lending more culinary perspective on how flavors are developed." [Wine Enthusiast]