The Spirits Business

At present, it is estimated that approximately 40%-50% of the North American whiskey sector is dominated by Bourbon, but it is Scotch drinkers who are said to drive a disproportionate share of whisky’s high-end value, being far more likely to buy super‑premium bottles, Diageo said.

At the same time, Bourbon drinkers – who typically prefer sweeter profiles like vanilla, caramel and honey – are rarely found to cross over into Scotch on their own.