5 min read
There is a number that does not get talked about enough in whiskey circles: the monthly count of new label approvals coming out of the Alcohol and Tobacco Tax and Trade Bureau (TTB). It is not a glamorous data point. But tracked over time, it works...
5 min read
The spirits industry's biggest story just got more complicated. Two weeks after Pernod Ricard and Brown-Forman confirmed they were in active merger discussions, Bloomberg reported last week that Sazerac has entered the picture with its own approach....
2 min read
RTD companies, wine brands, and lifestyle spirits labels are filing whiskey COLAs in growing numbers. Trade press tends to frame this as a vote of confidence in the category. The more useful read is simpler: barrel economics have shifted...
2 min read
Why mature liquid remains scarce even as younger barrels soften
3 min read
The American whiskey market is navigating its most complex supply-and-demand reset in over a decade. After years of expansion, high investor enthusiasm, and rapid distillery buildouts, the conversation has shifted from how to find whiskey to how to...
3 min read
Whiskey Aging, Market Dynamics, and the Signals Shaping 2025 Age has always carried weight in whiskey. It reflects time, environmental influence, and the slow interaction between spirit and oak that builds complexity. But in today’s market, age is...
3 min read
The whiskey industry is entering a new phase—one defined not by expansion at all costs, but by balance. After years of aggressive production, rising capacity, and rapid investor participation, inventories across the United States have reached their...
3 min read
In the whiskey sector, age has long signaled quality, rarity, and prestige. Yet in today’s environment, age alone cannot explain valuation or demand. Market cycles, production decisions made years earlier, and evolving global preferences all shape...
