Weekend Consumer Blast: Jack Daniel's (and the US whiskey industry) is at its 'flavorgate' inflection

Bernstein's Weekend Consumer Blast deep-dives into flavored US whiskey trends. Over the past 15 years, flavors contributed ~29% of absolute US whiskey volume growth and account for ~15% of 2025 category volumes (down from a 16% peak in 2021). But since 2022 flavored whiskey has underperformed the broader category and lost share, leading the report to conclude the US whiskey industry is at its 'flavorgate' inflection. Three drivers: flavors have hit maximum penetration, overall US alcohol consumption is weak, and demand for novelty is migrating to spirits-RTDs. Risks include dilution of brand equity, cannibalization across multiple flavors, and flavor fatigue. Jim Beam and Jack Daniel's remain the flavor leaders, regaining share to 26% and 23% respectively in 2025;