A new, younger (18-34) generation of whiskey drinkers is emerging and with them comes a new generation of untraditional whiskey makers producing innovative and quality new liquid. Distill Ventures explored the New World of whiskey through interviews with whiskey makers, bartenders, retailers and consumer surveys of the US and UK. According to Distill Ventures, producers and retailers must harness the digital landscape to adapt to the changing buying and consumption habits of the new whiskey consumer.
Source: Distill Ventures, September 2020