Grokking the Flavored Whiskey Market

Dear Client:  Last month Campari acquired an initial 15% interest in Howler Head Kentucky Straight Bourbon Whiskey with Natural Banana Flavor for $15 million, with the option to fully acquire the brand in the next few years [see WSD 08-24-2022]. That deal led us to wonder what the flavored whiskey market in the US looks like currently. Growth in the flavored whiskey category has exceeded unflavored whiskey in consecutive years. Flavored whiskey now accounts for more than 20% of sales of