Flavor Appeal in Whiskey




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This report provides an understanding of the most appealing flavor types within the whisky category and outlines consumer preferences for individual flavors in this market. It highlights key opportunities for flavor innovation within the category by offering a "deep dive" into regional and demographic-specific nuances using insight from Canadean Consumer's 2015 Q2 global survey.

Includes proprietary data from Canadean Consumer's 2015 Q2 global survey.

Offers a "deep dive" into demographic and regional nuances in flavor preferences for whiskey products.

Provides inspiration from product examples that showcase best-in-class flavor innovations in whiskey.

Delivers insight into the appeal of individual flavors within popular flavor groups in the whiskey category.

Which flavor type in whiskey is the most appealing to consumers?

Which countries and demographics present opportunities for flavor innovation in whiskey products?

What factors encourage trial of new whiskey flavor variants? Does this vary by age?

How do individual flavors stack up against each other within each flavor type?

Key Highlights
Spiced varietals are most appealing to Europeans, perhaps due to the historic presence of the stronger Scotch whiskey flavoring, and the wider view of this as the expected whiskey flavor.

24% of North Americans who prefer spiced whiskey flavors say that cinnamon is the most appealing of these. Cinnamon has homely associations, and has been heavily used recently as part of the wider trend towards sweeter spiced variants.