Today’s drinkers want flavor, and their choices are driven less by “what spirit is this?” than “what does this taste like?” If they’re craving a particular fruit flavor, they’re often open to trying whatever will deliver it.
The thought of applying this concept to whiskey is enough to make a purist squirm—but for many distilleries, it may be too powerful a force to ignore. Flavored whiskey has the potential to reach beyond tried-and-true whiskey drinkers; later, many of those sippers develop their tastes and become more curious about the traditional stuff. It can also reinvigorate the longtime whiskey enthusiast looking for something different—not to mention the potential for entertaining cocktails.
That’s why flavored whiskey is having a moment—possibly even a movement. Blackberry is leading the charge, but there are plenty of other varieties close behind. And making your own doesn’t have to mean using artificial ingredients or sacrificing the integrity upon which you’ve built your distillery and your reputation.
Using real fruit isn’t for the faint of heart, but some distilleries are showing how it can be done. The results are higher-quality flavored whiskeys that appeal to both fruit flavor–seekers and more discerning drinkers alike.