Whiskey Is Booming, Thanks to Millennials and Women

What's Hot

23 Upgrades Under $50 to Make Your House Look AwesomeAround The House

Trump Worth $10 Billion Less Than If He’d Simply Invested in Index FundsBusiness

Do This or Your iPhone Bill May SkyrocketSave

11 Places in the World Where You Can Afford to Retire in StyleMore

19 Moves That Will Help You Retire Early and in StyleFamily

What You Need to Know for 2017 Obamacare EnrollmentFamily

8 Things Rich People Buy That Make Them Look DumbAround The House

50 Ways to Make a Fast $50 (or Lots More)Grow

32 of the Highest-Paid American SpeakersMake

The 35 Two-Year Colleges That Produce the Highest EarnersCollege

5 DIY Ways to Make Your Car Smell GreatCars

Amazon Prime No Longer Pledges Free 2-Day Shipping on All ItemsMore

More Caffeine Means Less Dementia for WomenFamily

7 Household Hacks That Save You CashAround The House

5 Reasons a Roth IRA Should Be Part of Your Retirement PlanGrow

30 Awesome Things to Do in RetirementCollege

Beware These 10 Retail Sales Tricks That Get You to Spend MoreMore

9 Tips to Ensure You’ll Have Enough to RetireFamily

Whiskey consumption is up 30 percent from a decade ago.

Americans’ drinking palettes seem to be changing. Whiskey has become the drink of choice for a growing number of Americans, including many women and young adults, stealing the thunder from the likes of vodka and Budweiser.

Sales of bourbon and Tennessee whiskey grew by 7.4 percent last year, MarketWatch reports. The bump in whiskey sales outperformed single-malt Scotch (up 6.4 percent), tequila (5 percent) and vodka (1.6 percent). Meanwhile, over the past five years, domestic sales of Budweiser plummeted 28 percent.

According to The Huffington Post, whiskey sales have soared by 30 percent in the past 10 years. Whiskey-swilling women have been a big driver of whiskey sales in recent years.

“Women, long the target consumer for such brands as Smirnoff and Absolut, are abandoning vodka in favor of the brown stuff,” HuffPo said.

Fred Minnick, author of the book “Whiskey Women,” told NPR that women represented 15 percent of whiskey imbibers in the United States in the 1990s. Now, 37 percent of whiskey drinkers are women.

“Women are absolutely the future of whiskey,” Minnick says.

More millennials are also imbibing in whiskey. Although Budweiser was once the drink of choice for young adults, a new survey found that 40 percent of young drinkers (ages 21 to 27) reported “getting tired of the taste” of mass-market beers, like Budweiser, MarketWatch said. (Though craft beers are increasingly popular.)

Experts say whiskey is a popular choice because of its pleasant, slightly sweet taste and affordable price tag. MarketWatch said:

A case in point: Tincup, a new and much acclaimed bourbon-style whiskey that sells for around $25. The relatively low price point was key to Jess Graber, the Colorado-based distiller who launched the brand.

“It’s good enough, but you don’t have to break the bank to buy it,” he says.

I had a few rough experiences with Jack Daniel’s whiskey when I was in college, so I steer clear of it. But my husband’s favorite drink is Pendleton Whisky, which is distilled in Canada.

Are you a whiskey drinker? Share your comments below or on our Facebook page.

Stacy Johnson

It's not the usual blah, blah, blah

I know... every site you visit wants you to subscribe to their newsletter. But our news and advice is actually worth reading! For 25 years, I've been making people richer without making their eyes glaze over. You'll be glad you did. I guarantee it!


Read Next: 12 Creative Ways to Date When Money Is Tight

Check Out Our Hottest Deals!

We're always adding new deals and coupons that'll save you big bucks. See the deals to the right and hundreds more in our Deals section.

Click here to explore 1,654 more deals!