With a sweeter flavour profile than traditional whiskies and a more approachable image, whisky liqueurs have great potential for the on-premise.
Tim Dunlop, Commercial Director at Shanky’s Whip, explained that whisky liqueurs have a lower bar of entry for consumers.
“Whisky has a well-earned status, deeply rooted in heritage and history, that is awarded by significant space on back bars. But what comes with that well-deserved prestige is an inaccessibility and a feeling from some consumers – especially those at the younger end of the market – that ‘it’s not for me,’” Dunlop said.
Niall Maurici, Lark Head of Activations, agreed.
“It is also a great starting point for the individual who is hesitant to drink whisky because of the higher alcohol percentage. I’ve found whisky liqueur to be a great gateway for many into the wider world of whisky,” he said.
Of course, whisky liqueurs are nothing new, as Maurici explained.
“Historically, the Scots have cherished concoctions like Atholl brose—a blend of sweetened whisky, oats, and spices—as an alternative to desserts since the 1400s. This tradition has persevered, and today, many still relish whisky liqueurs as a sweet indulgence post-meal,” he said.
Kit Wilkinson, Brand, Channel and Export Manager for Hellyers Road, noted the role of whisky cream liqueurs for special events.
“While whiskies are typically more heavily advertised and are leaders by demand and consumption (when compared between the two), whisky liqueurs are very often seen as lifestyle alternatives or a serving suggestion aimed at specific occasions – cream liqueurs for Mother’s day or Christmas for example,” Wilkinson said.
Traditionally, consumers have turned away from dark spirits in the summer. However, this shift is becoming less pronounced, introducing more opportunities for whisky liqueurs in the warmer months.
“The popularity of the whisky highball has proven to Australian whisky consumers that whisky can indeed be refreshing. Lark’s Slainte whisky liqueur is also great in a tall glass with some soda and a squeeze of fresh citrus. For the summer, venues can offer whisky liqueurs in light and effervescent mixed drinks for a refreshing twist,” Maurici advised.
“There’s a raft of summer serves that the consumer is already tuned into and thirsty for, too; for example, simply serving with coke or a spicy ginger ale over ice is a refreshing and a fantastic alternative to more traditional options,” Dunlop agreed.
This is also true for whisky cream liqueurs.
“We are seeing the consumption and enjoyment of whisky creams transcend both the ‘special occasion’ and cocktail experience space, defying the traditional seasonal specific influences. Producers are also producing whisky creams and liqueurs with broader appeal that are more largely flavour focused which increases their versatility too,” Wilkinson explained.
While whisky liqueurs utilise whisky as a base, they are consumed in very different ways to traditional whiskies.
“I don’t necessarily use whisky liqueurs in place of whisky in cocktails. Whisky liqueurs such as our Slainte build on the inherent characteristics of whisky and create entirely new flavour opportunities. Instead, using a whisky liqueur in cocktails allows bartenders to flex their creative muscle and craft flavours into their cocktails that aren’t possible with whisky alone,” said Maurici.
This is due to the unique flavour potential of whisky liqueurs.
“The flavour combination gives whiskey liqueurs the upper hand; they bring more depth to cocktails than just being the base spirit. They can help to create well-balanced cocktails by bringing together bitterness, acidity and sugar while honoring the nutty, spicy and vanilla notes expected from a whiskey,” Dunlop described.
You can even mix whisky liqueurs with whisky, as Maurici suggested.
“If you’re looking to add an added whisky kick to your Old-fashioned, consider blending in Slainte whisky liqueur in place of sugar, alongside your preferred whisky,” he said.
In addition, whisky liqueurs can be served in a variety of ways.
“Whiskey liqueurs have proven their place on shot paddles all year round, but also shouldn’t be overlooked as an aperitif or digestif on ice,” Dunlop suggested.
Whisky liqueurs can be a gateway to the broader whisky category for many consumers. By providing an entryway into the category, bars can enhance consumer loyalty and encourage them to purchase a wider variety of drinks in future.
“By presenting consumers with a variety of different serves and moments to enjoy whiskey liqueurs and offering brands that push the boundaries on typical spirit and mixer menu suggestions, you’ll bolster consumers’ confidence to be more adventurous, see them go on to explore the category with a more open mind and keep them for the longer term,” Dunlop said.
In addition, whisky liqueurs can revitalise customers’ interest in whisky and the broader drinks sphere.
“The idea that the drinking experience can be ever evolving rather than the more traditional ‘old faithful’, highlights modern consumers’ desire to keep looking for points of difference in their drinking experience,” Wilkinson concluded.
