Flavored Whiskey Gains Popularity

Restaurant Sciences LLC, an independent firm that closely tracks food and beverage product sales throughout the foodservice industry in North America, unveiled that Buffalo Trace’s Fireball Cinnamon Whiskey is enjoying significant growth at U.S. restaurants, bars, and hotels.

"We have seen a rise in popularity of flavored spirits as a category, with Fireball Cinnamon Whiskey showing tremendous growth," says Chuck Ellis, president of Restaurant Sciences LLC. "In establishments selling Fireball Cinnamon Whiskey over the past year, Fireball Cinnamon Whiskey is approaching seven percent dollar share of spirits up from 3 percent dollar share in April 2012. "Currently, Fireball Cinnamon Whiskey registers more than 2 percent dollar share of spirits in the US overall market," Ellis says. "As Fireball’s distribution expands, the overall share will continue to grow."

While other flavored whiskeys are also increasing share, Fireball Cinnamon Whiskey is outpacing its competition in overall share and popularity. As Fireball has grown, we have tracked modest declines in Liqueurs(-0.5 percent share) and Vodka both plain(-1.3 percent share)and flavored(-0.5 percent share).