Is Bourbon Broken? Part 4: Consumer Trends based off Bourbon & Banter (Bourbon Pursuit #327)

, | October 23, 2021

It’s the final episode in our 4 part series of “Is Bourbon Broken?” based on the Bourbon and Banter blog series. We’ve looked at the consumer, secondary market, distribution and retail, but this time we are looking back at the consumer from a different angle by evaluating purchasing trends. The market is changing and now there are craft distillers, younger age statements, and NDPs with price tags 10x the cost of what the original producer charges. So what continues to drive this behavior?

Show Partners:

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  • Wilderness Trail is Sweet Mash Kentucky Straight Bourbon and Rye Whiskey distilled, aged, and bottled in Danville, Kentucky. Learn more at
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  • Savor every drop of summer at Total Wine & More! You’re sure to find cool prices in-store or online at
  • Heaven Hill Distillery has been lifting America’s spirit since 1935. Check out educational resources and sign up for their newsletter at

Show Notes:

  • This week’s Above the Char with Fred Minnick (@fredminnick) talks about pour spouts.
  • Are we seeing an overabundance of options on the market?
  • Why are consumers drawn towards brands that are selling younger MGP?
  • Are consumers being manipulated?
  • As bourbon enthusiasts, why are we compelled to try new products even though they might not actually be new?
  • Why is bourbon so polarizing?
  • Is there a reason that more distilleries or NDPs shouldn’t be putting out new products at a higher price point?
  • As the bourbon pie grows larger, will there be more room for super premium bourbons that hit that $300+ price point?

This post first appeared on Bourbon Pursuit at

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Bourbon Pursuit

Kenny Coleman and Ryan Cecil host the Bourbon Pursuit podcast from Louisville, KY. Together, they share a passion for the stories that made an industry flourish with a focus on history, personality, and of course, great bourbon. Their guests include master distillers, bloggers, historians, local events and more.