Locally and nationally, whiskey sales are on the rise. In 2014, over 19 million 9-liter cases of bourbon and Tennessee whiskey were sold in the United States, generating nearly $2.7 billion in revenue for distillers. That’s compared to 13 million 9-liter cases sold a decade ago, according to the Distilled Spirits Council of the United States, a Washington, D.C.-based trade organization that represents distilled spirits makers and producers in the United States.
And as detailed in a feature from the latest issue of the Business Report, distilleries, bars and stores in Baton Rouge and across Louisiana are reaping the benefits of the resurgence of whiskey lovers as marketing, pop culture and an increase in women whiskey drinkers fuel the liquor’s resurgence.
Arthur Lauck is the co-owner of Lock and Key on Corporate Boulevard, which serves more than 350 different types of whiskey. The bar celebrated its two-year anniversary in December. Lauck says whiskey is so popular—especially craft drinks—that the bar’s sales have increased 65% from its first to second year.
“What makes whiskey so cool is that each one is different and every experience is different,” Lauck says. “There’s no definite to whiskey and no rules that makes one better than the other. It’s all about taste and nostalgia, and whiskey drinkers are discovering new whiskey every day.”
Women are at the front of that movement. Lauck’s partner, Brandalyn Tabor, says industry statistics indicate 38% more women are drinking whiskey now than they were six years ago. To cater to the burgeoning demographic, Lock and Key offers “Women and Whiskey” events every third Wednesday of the month, where the bar discusses the history and science of whiskey and offers three different flavor tastings. Fifteen women attended the first event; last month, 80 women turned out, Tabor says.
“They like the uniqueness, the nostalgia and the social media aspect of it,” Tabor says. “Whiskey is all encompassing. And when we have women come to our Women and Whiskey events, they build friendships in a safe and social environment.”
Jesse Casciaro, wine and spirits manager for Alexander’s Highland Market, says he is seeing a demand for whiskey—specifically craft products—and attributes the demand to overseas sales and pop culture, specifically the show Mad Men, a 1960s-era show that ran from 2007 to 2015 featuring main character Don Draper frequently sipping whiskey.
While many say the demand for whiskey is projected to continue for at least the next couple of decades, some Baton Rouge business owners aren’t so sure.
“Two to three years ago, vodka easily outpaced everyone else. Now it’s whiskey. Three years from now it may be something else,” says Brad Watts, owner of The River Room on Laurel Street downtown. “It’s a cyclical thing and a generational thing.”
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