Having worked in the alcohol industry for many years I see constant innovation and new product launches. As with many industries, for every successful brand there are literally dozens of failed products. For a brand to be make it in the liquor industry it has to have taste appeal, quality, packaging, marketing, distribution and a base of loyal consumers. There also has to be a sustained presence in the market; indeed many of the most popular brands have been sold under the same name for 10, 20 and even 50 years.
Currently we're in the midst of an American Whiskey (brown spirit most commonly made from corn) renaissance, with new brands emerging each and almost every month. Of course the best known brand of American Whiskey is Jack Daniel's No. 7*** with it's hallmark square bottle and black label, but what about the other lesser known brands of whiskey that we drink?
The Heaven Hill Distillery, though not familiar to consumers, is actually the 2nd largest producer of American Whiskey and has been producing the brown spirit since 1935. Though they have many brands, I find that their mid-range to top shelf brands are both phenomenal in quality and value. While there are other brands and distilleries, I predict that Heaven Hill is a company best positioned for expansion into global markets.
***Jack Daniel's is actually not considered "Bourbon" because it is charcoal filtered before it is aged into the barrel. For more on the US regulations regarding Bourbon, click here. (PDF of US Laws regarding distilled spirit labeling and production.
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