Whiskey Growth Continues On-Premise, But Not Without Challenges, Technomic Finds

Whiskey is gaining more space on the back bar and on menus at many establishments, but the number of brands, types and expressions presents challenges, according to Technomic’s On-Premise Whiskey: Growth Opportunities & Challenges in Restaurants & Bars Study.
“Restaurant and bar operators are eager to present a compelling whiskey selection, and the research shows they’re moving some other spirits off the back bar to make more room for whiskey,” said Donna Hood Crecca, study author and associate principal at Technomic. “Patrons are noticing the expanding selection and for some it’s overwhelming. However, engagement with the category is high and we see continued growth.”
Other key findings of the report include: Younger legal-age consumers are highly engaged with whiskey in restaurants and bars and are more likely than their older counterparts to be actively increasing their knowledge of the spirit.
Classic whiskey cocktails and using whiskey to put a new spin on a range of cocktails is the trend in whiskey drink selections on menus. Bartenders report American whiskey is performing well in all segments, while flavored whiskey and Japanese whisky are notably trending up.