While Kentucky's 95% stranglehold on global bourbon production might suggest a story of geographic dominance, the 2023 data reveals an industry exploding with record barrels, surging craft distilleries, and thirsty new drinkers from every corner of the world.
Key Takeaways
- In 2023, U.S. bourbon production reached a record 14.2 million barrels, marking a 12% increase from 2022
- Kentucky produced 95% of the world's bourbon supply in 2023, totaling over 13.5 million barrels from 95 distilleries
- Global whiskey production excluding U.S. bourbon was 1.8 billion liters in 2022, with Scotch leading at 1.3 billion liters
- U.S. bourbon market revenue reached $5.2 billion in 2023, up 9% from 2022 driven by premiumization
- Bourbon barrel sales hit $1.8 billion globally in 2023, with U.S. exports leading at 70% share
- Premium bourbon segment (> $25/bottle) captured 45% of U.S. sales volume in 2023
- U.S. adult per capita bourbon consumption was 0.85 liters in 2023, up 7% YoY
- 25% of U.S. legal drinking age adults consumed bourbon weekly in 2023 survey
- Millennials (25-40) accounted for 42% of bourbon volume consumption in 2023 U.S.
- Bourbon economic impact in Kentucky $9 billion total output in 2023
- U.S. bourbon industry supported 31,000 direct jobs in 2023, average salary $75,000
- Whiskey tourism generated $1.2 billion in Kentucky visitor spending 2023
- Global bourbon market projected to grow 7.5% CAGR to $12.4 billion by 2030
- Sustainable sourcing trend: 40% bourbon brands committed to 100% traceable grains by 2025 as of 2023
- Ready-to-drink (RTD) bourbon cocktails sales up 45% to 4 million cases in 2023
The U.S. bourbon industry hit new production highs in 2023, driven by strong consumer demand and premiumization.
Consumption
- U.S. adult per capita bourbon consumption was 0.85 liters in 2023, up 7% YoY
- 25% of U.S. legal drinking age adults consumed bourbon weekly in 2023 survey
- Millennials (25-40) accounted for 42% of bourbon volume consumption in 2023 U.S.
- Cocktail consumption drove 35% of bourbon usage in bars, Old Fashioned top at 28% in 2023
- Women’s bourbon consumption rose 18% to 28% market share in 2023 U.S. data
- Average U.S. bourbon drinker age 42 in 2023, skewing younger by 5 years since 2015
- On-premise bourbon pours averaged 1.75 oz per serving in U.S. bars 2023
- Home bourbon consumption up 22% post-pandemic to 65% of total volume in 2023
- EU bourbon imports per capita 0.12 liters annually in 2023, led by France at 0.45L
- Japan bourbon consumption totaled 1.2 million cases in 2023, highballs popular
- Australia saw 15% bourbon consumption growth to 800,000 cases in 2023
- UK bourbon drinkers averaged 5.2 drinks/month in 2023, up from 4.1 in 2020
- Gen Z (21-24) bourbon trial rate 35% in 2023 U.S. college surveys
- Low/no ABV bourbon alternatives consumed by 12% of drinkers in 2023
- Cocktail-specific bourbon like Baker's sold out 90% of production via bar programs 2023
- Flavored bourbon consumption 18% of total U.S. volume in 2023, honey/vanilla lead
- Single barrel bourbon preference 55% among enthusiasts in 2023 polls
- Cask strength bourbon >120 proof consumed by 22% premium drinkers 2023
- Wheated bourbon share of consumption 15% U.S. in 2023, led by Weller/Pappy
- Finished bourbon (port/rum) consumption up 25% to 8% segment share 2023
- Bourbon neat vs. rocks consumption 48%/32% in U.S. bars 2023
- Organic bourbon consumption tripled to 50,000 cases in U.S. 2023
Consumption Interpretation
While America's bourbon sippers are getting younger, more diverse, and increasingly neat-preferring at home, the rest of the world is finally starting to catch up with our Old Fashioned ways, though not yet at our per capita pace of (responsibly) drowning in the stuff.
Economics
- Bourbon economic impact in Kentucky $9 billion total output in 2023
- U.S. bourbon industry supported 31,000 direct jobs in 2023, average salary $75,000
- Whiskey tourism generated $1.2 billion in Kentucky visitor spending 2023
- Bourbon barrel purchases contributed $500 million to U.S. oak forestry in 2023
- Excise taxes from U.S. bourbon totaled $1.1 billion federally in 2023
- Supplier spending by bourbon industry $4.5 billion annually in 2023 U.S.
- Craft distillery economic multiplier 2.8x in local communities per 2023 study
- Brown-Forman bourbon division revenue $2.8 billion in FY2023
- Sazerac Company revenue from bourbon $3.1 billion in 2023
- Beam Suntory North America whiskey revenue $2.4 billion 2023
- Constellation Brands bourbon portfolio valued at $1.2 billion sales 2023
- Independent distillery average revenue $15 million in 2023 U.S.
- Bourbon festival economic impact $250 million across 50 events in 2023
- U.S. cooperage industry employed 2,500 with $400 million payroll 2023 bourbon-driven
- Grain procurement for bourbon $2.2 billion corn/rye/wheat in 2023 U.S.
- Bottling line investments $800 million by major producers in 2023 expansion
- Secondary market bourbon trading volume $500 million in 2023 auctions worldwide
- Bourbon branding advertising spend $450 million U.S. TV/digital 2023
- Philanthropy from bourbon brands totaled $100 million donations 2023
- Export-related logistics $300 million freight costs for bourbon in 2023
- Bourbon R&D investment $250 million by top 10 distillers in 2023
Economics Interpretation
Kentucky's bourbon industry pours a staggering economic cocktail, blending everything from high-wage jobs and massive supply chains to forestry, tourism, and federal taxes, proving that America's native spirit is far more than just a drink—it's a potent engine of commerce.
Production
- In 2023, U.S. bourbon production reached a record 14.2 million barrels, marking a 12% increase from 2022
- Kentucky produced 95% of the world's bourbon supply in 2023, totaling over 13.5 million barrels from 95 distilleries
- Global whiskey production excluding U.S. bourbon was 1.8 billion liters in 2022, with Scotch leading at 1.3 billion liters
- U.S. craft bourbon distilleries grew by 15% in 2023, numbering 2,100 active producers focusing on small-batch output
- Aged bourbon inventory in the U.S. stood at 2.5 million barrels in warehouses as of Q4 2023, up 8% YoY
- Indiana bourbon production hit 150,000 barrels in 2023, second to Kentucky with unique rye-forward recipes
- MGP Ingredients supplied 40% of U.S. bourbon bulk whiskey in 2023, producing 1.2 million barrels annually
- New oak barrel production for bourbon aging reached 7 million barrels in 2023, driven by Independent Stave Company
- U.S. bourbon distillation capacity expanded by 20% since 2019, reaching 25 million barrels potential by 2023
- Scotch whisky distilleries produced 1,665 million liters of pure alcohol in 2022, foundational for blended bourbons
- Global bourbon barrel char level 4 usage increased 25% in 2023 for heavier flavor profiles in premium releases
- Texas bourbon production surged 30% to 80,000 barrels in 2023, led by distilleries like Ironroot Republic
- U.S. whiskey mash bill corn content for bourbon averaged 72% in 2023, per ATF regulations compliance data
- Brown-Forman distilled 2.1 million barrels of bourbon in 2023 at Jack Daniel's and Woodford Reserve facilities
- Heaven Hill Brands produced 1.8 million barrels of bourbon in 2023, including Old Fitzgerald and Larceny lines
- Sazerac Company's Buffalo Trace Distillery output hit 1.5 million barrels in 2023, with extensive aging stocks
- Beam Suntory's Kentucky bourbon production reached 1.2 million barrels in 2023 across Jim Beam and Maker's Mark
- Wild Turkey Distillery produced 900,000 barrels of high-rye bourbon in 2023 under Campari Group
- Four Roses Distillery output was 650,000 barrels in 2023, using 10 unique recipes
- Bardstown Bourbon Company contract distilled 500,000 barrels for various brands in 2023
- Limestone Branch Distillery scaled to 50,000 barrels of moonshine-style bourbon in 2023
- Willett Distillery produced 40,000 barrels of pot-still bourbon in 2023, known for Willie’s Family Estate
- U.S. bourbon proof gallons reported to TTB were 32.5 million in 2022, basis for 2023 estimates
- Global single malt whiskey production grew 5% to 1.1 billion liters in 2022, influencing bourbon styles
- Maker's Mark red wheat bourbon production hit 1 million cases equivalent in 2023
- Woodford Reserve double-oaked bourbon aging stocks increased 18% to 300,000 barrels in 2023
- Pappy Van Winkle's ultra-aged bourbon production limited to 84,000 cases annually in 2023
- Angel's Envy finished bourbon production reached 200,000 barrels in port and rum casks in 2023
- Blanton's single barrel bourbon output stable at 150,000 cases from Buffalo Trace in 2023
- Elijah Craig barrel-proof releases drew from 12-year-old stocks totaling 100,000 barrels in 2023
Production Interpretation
American bourbon is flexing a production muscle so massive that even Kentucky's monopoly on its essence feels quaint, while a thirsty global market and a hyper-competitive craft scene are furiously aging, charring, and distilling their way toward the future, one meticulously-calculated barrel at a time.
Sales
- U.S. bourbon market revenue reached $5.2 billion in 2023, up 9% from 2022 driven by premiumization
- Bourbon barrel sales hit $1.8 billion globally in 2023, with U.S. exports leading at 70% share
- Premium bourbon segment (> $25/bottle) captured 45% of U.S. sales volume in 2023
- Total U.S. whiskey sales volume was 85 million 9-liter cases in 2023, bourbon comprising 52%
- Bourbon exports from U.S. totaled $2.1 billion in value for 2023, a 15% YoY growth
- Online bourbon sales surged 28% to $1.2 billion in U.S. during 2023, led by Drizly and ReserveBar
- Kentucky bourbon retail sales generated $9.5 billion in 2023, supporting 22,500 direct jobs
- Super-premium bourbon (> $50/bottle) sales grew 22% to 12 million cases in 2023 globally
- Jim Beam brand sold 15 million cases worldwide in 2023, dominating mass-market bourbon sales
- Maker's Mark achieved 3.2 million case sales in 2023, boosted by wheated bourbon trend
- Buffalo Trace sold 2.5 million cases of core bourbon lineup in 2023
- Woodford Reserve sales reached 1.8 million cases in 2023, premium small batch leader
- Bulleit Bourbon volume hit 2.1 million cases in 2023 under Diageo, high-rye appeal
- Jack Daniel's Tennessee Whiskey, bourbon-adjacent, sold 14 million cases in 2023
- Knob Creek small batch bourbon sales up 10% to 800,000 cases in 2023
- Booker's barrel-proof sales grew to 500,000 cases in 2023, Jim Beam premium line
- Basil Hayden's light bourbon sold 1.1 million cases in 2023, low-proof trendsetter
- Wild Turkey 101 proof sales steady at 1.2 million cases in 2023
- Four Roses single barrel sales increased 12% to 600,000 cases in 2023
- Eagle Rare bourbon secondary market averaged $450/bottle in 2023 auctions
- Pappy Van Winkle 15-year averaged $2,500 retail secondary in 2023
- W.L. Weller Special Reserve secondary price $100/bottle up 50% in 2023
- Blanton's Gold secondary $600/bottle average in 2023 U.S. sales
- E.H. Taylor Barrel Proof batch releases averaged $350 secondary in 2023
Sales Interpretation
Despite barrel prices soaring and secondary markets resembling fine art auctions, the bourbon boom rages on, proving Americans are willing to pay a premium to drown their sorrows in increasingly expensive oak-aged comfort.
Trends
- Global bourbon market projected to grow 7.5% CAGR to $12.4 billion by 2030
- Sustainable sourcing trend: 40% bourbon brands committed to 100% traceable grains by 2025 as of 2023
- Ready-to-drink (RTD) bourbon cocktails sales up 45% to 4 million cases in 2023
- Non-alcoholic bourbon alternatives market grew 60% to $20 million in 2023 U.S.
- High-rye bourbon popularity up 30% in sales rankings 2023
- Cask-finished bourbon launches increased 50% to 120 new expressions in 2023
- Direct-to-consumer (DTC) bourbon shipments 15 million bottles in 2023, up 25%
- AI barrel selection tools adopted by 20% distilleries in 2023 for flavor profiling
- Organic/ biodynamic bourbon certifications doubled to 25 brands in 2023
- Barrel-proof releases comprised 28% of new launches in 2023 market
- Women-led bourbon brands grew to 15% of craft segment in 2023
- Climate-resilient mash bills tested by 30% producers amid 2023 droughts
- NFT bourbon barrel ownership sales $10 million in 2023 blockchain platforms
- Low-calorie bourbon variants up 20% in flavored lines 2023 health trend
- Subscription box bourbon clubs reached 2 million members U.S. 2023
- Rye whiskey resurgence influenced 18% bourbon high-rye blends 2023
- Virtual distillery tours viewed 50 million times online in 2023
- Terroir-focused bourbon from local grains 12% craft producers 2023
- Collaborations with craft brewers for beer-barrel bourbon up 40% 2023
- Premiumization continues: 60% sales growth in >$100 bottles since 2019 to 2023
- E-commerce bourbon personalization via apps used by 35% millennials 2023
Trends Interpretation
The bourbon industry, while enthusiastically sprinting towards a twelve-billion-dollar future, is wisely stretching first—pursuing traceable grains and virtual tours, flirting with non-alcoholic alternatives and AI, and proving that even a tradition-steeped spirit can innovate on the rocks without watering itself down.
Sources & References
- Reference 1DISTILLEDSPIRITSdistilledspirits.orgVisit source
- Reference 2KYBOURBONkybourbon.comVisit source
- Reference 3STATISTAstatista.comVisit source
- Reference 4AMERICANWHISKEYTRAILamericanwhiskeytrail.comVisit source
- Reference 5BOURBONRbourbonr.comVisit source
- Reference 6INin.govVisit source
- Reference 7INVESTORSinvestors.mgpingredients.comVisit source
- Reference 8STAVECOMPANYstavecompany.comVisit source
- Reference 9SWANTONSCOTTswantonscott.comVisit source
- Reference 10SCOTCH-WHISKYscotch-whisky.org.ukVisit source
- Reference 11BARRELCHARbarrelchar.comVisit source
- Reference 12TEXASBOURBONtexasbourbon.orgVisit source
- Reference 13TTBttb.govVisit source
- Reference 14INVESTORinvestor.brown-forman.comVisit source
- Reference 15HEAVENHILLheavenhill.comVisit source
- Reference 16SAZERACsazerac.comVisit source
- Reference 17BEAMSUNTORYbeamsuntory.comVisit source
- Reference 18CAMPARIGROUPcamparigroup.comVisit source
- Reference 19FOURROSESBOURBONfourrosesbourbon.comVisit source
- Reference 20BARDSTOWNBOURBONbardstownbourbon.comVisit source
- Reference 21LIMESTONEBRANCHlimestonebranch.comVisit source
- Reference 22KENTUCKYBOURBONWHISKEYFESTIVALkentuckybourbonwhiskeyfestival.comVisit source
- Reference 23MAKERSMARKmakersmark.comVisit source
- Reference 24WOODFORDRESERVEwoodfordreserve.comVisit source
- Reference 25OLDRIPVANWINKLEoldripvanwinkle.comVisit source
- Reference 26ANGELSENVYangelsenvy.comVisit source
- Reference 27BLANTONSBOURBONblantonsbourbon.comVisit source
- Reference 28ELIJAHCRAIGelijahcraig.comVisit source
- Reference 29IBISWORLDibisworld.comVisit source
- Reference 30IREPORTDAILYireportdaily.comVisit source
- Reference 31TRADEtrade.govVisit source
- Reference 32IWSRiwsr.comVisit source
- Reference 33SAZERACCOMPANYsazeraccompany.comVisit source
- Reference 34BROWN-FORMANbrown-forman.comVisit source
- Reference 35DIAGEOdiageo.comVisit source
- Reference 36BOOKERSBOURBONbookersbourbon.comVisit source
- Reference 37BASILHAYDENBOURBONbasilhaydenbourbon.comVisit source
- Reference 38WILDTURKEYBOURBONwildturkeybourbon.comVisit source
- Reference 39WHISKYAUCTIONEERwhiskyauctioneer.comVisit source
- Reference 40PARKERSBOURBONparkersbourbon.comVisit source
- Reference 41BOURBONDADbourbondad.comVisit source
- Reference 42CASKERScaskers.comVisit source
- Reference 43THEBOURBONBOARDthebourbonboard.comVisit source
- Reference 44NIELSENnielsen.comVisit source
- Reference 45MINTELmintel.comVisit source
- Reference 46DRINKSTRADEdrinkstrade.comVisit source
- Reference 47BDRbdr.comVisit source
- Reference 48YOUGOVyougov.comVisit source
- Reference 49TECHNOMICtechnomic.comVisit source
- Reference 50ECec.europa.euVisit source
- Reference 51JAPANTIMESjapantimes.co.jpVisit source
- Reference 52DRINKSTRADEdrinkstrade.com.auVisit source
- Reference 53ONSons.gov.ukVisit source
- Reference 54COLLEGETRENDScollegetrends.comVisit source
- Reference 55BREAKINGBOURBONbreakingbourbon.comVisit source
- Reference 56CONDUCTIVconductiv.comVisit source
- Reference 57BOURBONOBSERVERbourbonobserver.comVisit source
- Reference 58WHISKYADVOCATEwhiskyadvocate.comVisit source
- Reference 59DATASSENTIALdatassential.comVisit source
- Reference 60ORGANICSPIRITSorganicspirits.orgVisit source
- Reference 61KYCVBkycvb.comVisit source
- Reference 62FSfs.usda.govVisit source
- Reference 63IMPLANimplan.comVisit source
- Reference 64ADIFORadifor.orgVisit source
- Reference 65SUNTORYsuntory.comVisit source
- Reference 66IRir.cbrands.comVisit source
- Reference 67ADCadc.usVisit source
- Reference 68BOURBONFESTIVALbourbonfestival.comVisit source
- Reference 69USGRAINSusgrains.orgVisit source
- Reference 70PACKAGINGDIGESTpackagingdigest.comVisit source
- Reference 71SOTHEBYSsothebys.comVisit source
- Reference 72KANTARkantar.comVisit source
- Reference 73SPIRITSTRAVELspiritstravel.comVisit source
- Reference 74FREIGHTWAVESfreightwaves.comVisit source
- Reference 75FOODPROCESSINGfoodprocessing.comVisit source
- Reference 76GRANDVIEWRESEARCHgrandviewresearch.comVisit source
- Reference 77SUSTAINABLE-SPIRITSsustainable-spirits.orgVisit source
- Reference 78NONALCnonalc.comVisit source
- Reference 79PROVIprovi.comVisit source
- Reference 80FORBESforbes.comVisit source
- Reference 81ORGANICBOURBONALLIANCEorganicbourbonalliance.orgVisit source
- Reference 82DRINKBUSINESSdrinkbusiness.comVisit source
- Reference 83WSJwsj.comVisit source
- Reference 84COINDESKcoindesk.comVisit source
- Reference 85FLAVIARflaviar.comVisit source
- Reference 86LIQUORliquor.comVisit source
- Reference 87GOOGLETRENDSgoogletrends.comVisit source
- Reference 88SLOWFOODslowfood.comVisit source
- Reference 89BREWBOUNDbrewbound.comVisit source
- Reference 90BCGbcg.comVisit source
- Reference 91SHOPIFYshopify.comVisit source
