At this year’s World Whiskies Conference in New York there was buzz of the booming American bourbon market, now the fastest growing industry in the United States. But bourbon isn’t just taking off in the States—for the second year in a row, bourbon sales have increased by nearly 12 percent worldwide.
Among the favorites at the conference was the Jim Beam brand and its extension of premium products. Having emerged as the global leader in distilled spirits, the Kentucky-based bourbon company is looking for potential markets in Asia where consumers are on a “quest for authenticity,” especially when it comes to brown liquor.
To learn more about this growing industry and what’s next for leaders like Jim Beam, click here to read the full article.