During the course of the COVID-19 pandemic, beverage alcohol consumers have turned to products with nostalgic flavor as they seek both comfort and indulgence, experts note. Although this trend has manifested in a number of drinks categories, peanut butter-flavored whiskey is a trend that has been growing for some time, and has continued at pace throughout the pandemic, notes London-based IWSR Drinks Market Analysis. “Collectively, the leading five peanut butter whiskey brands in the U.S. increased sales by more than 250% from 2019 to 2020,” according to IWSR data.
With flavored whiskey having gained a 3% share from unflavored spirits in 2021, the current whiskey market is exciting, says Carl Carlson, president at Skrewball Peanut Butter Whiskey for Skrewball Spirits, San Diego.