Anti-Valentines day whisky gift packs and party buckets are set to roll out to appeal to younger drinkers.
Speaking to db at the TFWA World Exhibition & Conference, Duty Free Global highlighted the way tastes are changing, particularly in the US market where flavoured whiskies have become popular.
“Fireball cinnamon whisky has what we call the anti-Valentine packs, so we have packs that say: ‘Chocolate is for amateurs’ and they contain 10 minis and they appeal to the younger generation as they’re a bit different and so much more interesting that the normal bottles,” said Duty Free Global vice president marketing Kerri Judge.
“These will be available in global travel retail and will go into the US and we have had some interest in Asia as well,” she explained, adding that the Fireball whisky owner, Sazerac Brands, also has “Fireball party buckets for grab and go for the ski slopes or the beach”.
According to Judge, who is also previewing the Sheepdog Peanut Butter whiskey brand, there is a real thirst for flavoured whiskies and Sazerac Brands has already started to see the trend enjoy a lift in sales. – especially in the US.
“Peanut butter whiskey is the next craze. It’s huge in the States and one of the fastest-growing flavoured whiskies. It’s seeing huge success and unusual flavoured whiskies are growing in the US. Peanut butter is so big out there,” she added.