Brown goods are where the green is—
all the more reason to put more care into organizing your whiskies
By Robert Haynes-Peterson
In Emmett, ID—a former mill town with a population of 6,500—Main Street Beverage is also a bait & tackle shop. The Roundup Bar down the street serves strong pulls of vodka or Fireball to actual cowboys, and a vested craft bartender is nowhere in sight. Yet at the liquor store, where once only Jack Daniel’s, Jim Beam and Wild Turkey were offered, you’ll now find labels like Whistlepig, Bulleit and more. It’s not a big selection, but it’s evidence that today’s growing whiskey market reaches deep and across many lines. How you sell that whiskey is increasingly important.
According to the Distilled Spirits Council, in 2016, overall whiskey sales were up 4.1% over the previous year, with especially strong revenue growth in super-premium Irish and Scotch whisky. Meanwhile, the number of micro/craft American distilleries has increased from 92 in 2010 to 750 in 2015. In many metrics, whiskey is outpacing vodka and tequila. All of this is a roundabout way to say, your “Whiskey Wall” has almost certainly grown significantly over the past few years, exposing the need to organize distinct product types carefully under one whiskey umbrella. Managing it to best effect, and for the best possible sales has never been more important....