Retailers become whiskey advocates

Food retailers are capitalizing on the popularity of bourbon by hosting themed events and samplings.

Winn-Dixie, for instance, has launched a website dedicated to bourbon facts (if it’s not from the USA, it’s not bourbon) and recipes for drinks like the Old Fashioned and the Manhattan.

“Discover your bourbon side,” the website reads.

Additionally, each month, Jacksonville, Fla.-based Winn-Dixie is sampling a different bourbon at select stores.

“Sample each one to carve your own path through The Bourbon Trail,” promotional materials will read.

The samplings will continue through September, Bourbon Heritage Month.

As reported, Jungle Jim’s International Market in the Cincinnati area hosted its first-ever whiskey expo in February. The “Whiskey Trail" showcased eight distilleries, including Jack Daniel’s, Jim Beam and Maker’s Mark.

The event included food stations featuring whiskey-inspired food, as well as several 30-minute whiskey seminars.

Such retailer events come at a time when U.S. bourbon and Tennessee whiskey domestic volume of 9-liter cases rose 7.4% to 19.4 million cases in 2014 vs. 2013, according to the Distilled Spirits Council of the U.S., Washington, a trade association.

Nearly every segment is growing, according to DISCUS.

“We’re in the middle of a global whiskey Renaissance,” said Alexandra Sklansky, spokeswoman for DISCUS, told SN.

The positive sales trends are being driven, in part, by industry innovation, as well as a positive perception of American distilled spirits quality and heritage, according to DISCUS.

“The story around whiskey is catching on,” Sklansky said.