Whiskeys that taste like cinnamon, apple, honey, tropical fruit, cold brew, cookie dough, and even peanut butter have proliferated in the 2020s, gaining serious popularity with consumers – particularly young ones. But what’s driving this flavorful trend, and how can brands tap into it?
Kara Newman reviews spirits for Wine Enthusiast, where she’s a writer-at-large covering cocktails, spirits, and bar culture, from Cuban rum to the world’s tiniest two-seat bar. Her work also appears in publications including Afar, Bloomberg Pursuits, Food & Wine, PUNCH, and The Wall Street Journal. She’s the author of seven cocktail books.
Steven Yeng is the co-founder of Skrewball Whiskey, the original peanut butter whiskey. A polio victim at just one year old, Yeng’s right leg became paralyzed. With the hopes of getting him the medical attention he needed, his family fled Cambodia to a refugee camp in Thailand until coming to America. Once they arrived, they received care packages with nutrient-dense foods including peanut butter – something he signifies as one of his first “tastes of freedom.” Years later, Yeng took his favorite American classics – peanut butter and whiskey – and created a highly popular shot that became a signature of his then-bar in Ocean Beach, California. It would one day become what the world knows now as Skrewball Whiskey.
Devra Ferst is a food and travel writer based in New York City. Her work has appeared in The New York Times, Bon Appetit, Eater, Vogue, and numerous other publications. She is the co-author of The Jewish Holiday Table: A World of Recipes, Traditions & Stories to Celebrate All Year Long.