Innovation and tradition in Bourbon whiskey

Bourbon: Unquestionably the foundation of American whiskey. Since bursting out of its ancestral home of Kentucky and onto the global spirits stage, bourbon’s journey to stardom has been lauded as one of creativity and transformation.

Its popularity attributed to a revolution in flavour from both the craft distillery boom that brings a fresh perspective with small-batch production and local ingredients, 

 experimentation from distilleries that are merging traditional and new ageing and finishing techniques to produce complex, nuanced spirits.

The result? Limitless options for the discerning bourbon fan and a bourbon distillery renaissance that’s successfully bridging the gap between tradition and innovation.

Here, we take a closer look at the bourbon frontier that’s shaping innovation in whiskey making at the moment. 

We're enabling transformation in bourbon – and other American spirits – by advancing a new digital frontier in production, maturation and bottling. More of which we discuss in our 

Bourbon’s story is one of ups and downs with fluctuations since the era of prohibition.

The popularity of lighter spirits such as vodka and gin in the 1980s and 1990s saw interest decline, meaning bourbon distilleries produced smaller batches and single-barrel bourbon as a result. This sparked a premiumisation trend that boosted its reputation and signalled its turnaround. Global interest in American whiskey rose and bourbon reclaimed its prominence with distilleries upping production and working hard to fulfil demand overseas by the 2000s.

The bourbon boom continues today. There are now about 10 million barrels of bourbon ageing in Kentucky, which equates to two barrels for every resident, according to the 

. Demand has increased further in international markets with the top export markets of Canada, Mexico, UK and Australia adding to the early interest already shown in the EU. In 2023, American whiskey accounted for 63% of US spirits exports, according to 

, with UK and EU markets rising significantly from previous years due to the suspension of new tariffs that were imposed previously. Since the EU suspended its 25% retaliatory tariff on American whiskey in January 2022, US whiskey exports have increased by 61% compared to 2021.

The typical bourbon drinker is changing and consumer appreciation for this wonderful spirit has shifted in recent years.

The premiumisation of the market with craft distilleries like 

at the forefront, mean that new innovative flavours are challenging typical palates and appealing to new, often wealthier, households. These audiences are drawn to brands through the unique stories that distilleries are now expertly crafting behind every one of their bottles. Whether it’s a story of ingredients or craftsmanship, these tales hold endless appeal and are now more accessible than ever through the simple scan of a QR code on packaging.

Exclusive batches and limited editions spur on the bourbon collector. The demand for single barrels and rare, one-off releases allow distilleries to indulge in their handcrafted approach and celebrate their heritage and innovation. 

 is known to regularly release limited editions to its collection to not only satisfy the palate of its fans but meet a desire from enthusiasts to add to their growing collection.

The American spirit fueling a digital whiskey frontier

Whilst bourbon embodies the American spirit for innovation, so too is that same sentiment adopted by its makers, keen to advance in the digital era of whiskey making. 

Bourbon distillers and blenders are using innovations, such as our 

warehouse and distillery management platform

, to connect each one of their products and every step of their production for a fully streamlined whiskey ecosystem. They are today’s pioneers on the digital whiskey frontier as they find new ways to harmoniously blend traditional practices with the transformative power of technology. They are reimagining the entire whiskey making process, whilst savouring years of tradition and craft. The quality of bourbon on the market today speaks volumes for how well this exciting transformational journey is going. 

 to hear more about our plans at the American Distilling Institute Craft Spirits Conference this August. Get in touch if you're planning to be there and say hi. 

“Bourbon distilleries are merging traditional and new ageing and finishing techniques to produce complex, nuanced spirits. The result? Limitless options for the discerning fan and a bourbon distillery renaissance that’s successfully bridging the gap between tradition and innovation."

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Bourbon: All hail the Granddaddy of American spirits

Bourbon: All hail the Granddaddy of American spirits

More from Proof 8

Platform

Marketplace

Connected Products Coming soon

About

Team

Careers

Bourbon: All hail the Granddaddy of American spirits

More from Proof 8

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