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  • Can sweet and unusual flavours attract more women to whisky?
  • Can sweet and unusual flavours attract more women to whisky?
    star5112, Creative Commons (2011) ©
CASE STUDY

Jack Daniel's Tennessee Honey: sugar and spice for young female drinkers

Flavoured whiskies are the fastest-growing segment in the bourbon industry, accounting for nearly 75% of whisky growth in 2012. And people are clamouring for cotton candy-flavoured vodka and cinnamon-spiked rum too. But who are these sugar-sweet variants targeted at, and is it more than a passing fad?