Is North American Whiskey Headed for a Shakedown?

Dear Client: There has been a lot of excitement around North American whiskey lately - and with good reason as the category has been growing strongly over the last few years. However, looking at recent Nielsen data, it's apparent that the influx of smaller North American whiskey brands is taking a toll on the major players. An interesting point: Sazerac's Fireball ain't so little anymore. In fact, it has become the number three selling North American whiskey in the US