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The Craft

The ultimate resource for alcohol beverage news, trends and reports for bars, distributors and suppliers.


Fall has officially arrived and whiskey sales are booming. Whiskey is now the largest category of liquor on Provi with 24.9% share of the product type. What subcategory of whiskey is most in demand? It's none other than America's sweetheart, bourbon whiskey.

Bourbon has always been a best seller but the subcategory's popularity means that it is always evolving. The addition of new skus on a regular basis and seasonality of the style makes it more important than ever to stay on top of the latest trends.

So pull up a stool and dive into Provi sales data to discover the top-selling bourbons and the trending bourbon brands in bars and restaurants across the country.

Whiskey Subcategories by Market Share

Top-Selling Bourbon Brands

Bourbon Brands on the Rise


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