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Pumpkin-Flavored Whiskey Adds to Pumpkin Product Craze | American Marketing Association

Pumpkin-Flavored Whiskey Adds to Pumpkin Product Craze

pumpkinFall has arrived, and marketers and brands are thus once again tapping into consumers’ cravings for pumpkin-flavored products. South Kingstown, R.I.-based Sons of Liberty Spirits Co. is capitalizing on the trend that created pumpkin spice lattes, pumpkin M&Ms and pumpkin beer with a pumpkin-flavored product of its own: pumpkin spice whiskey. The whiskey, available in Rhode Island and Massachusetts this fall, is infused with pumpkins as well as clove, allspice, vanilla and sweet orange.

Beyond the seasonal pumpkin craze, flavor trends for alcohol in general are booming. Flavor innovation boosted sales in the spirits industry in 2011 and 2012, and will continue to do so in 2013, according to food industry research firm Technomic Inc. In 2011, Jack Daniel’s jumped into the flavor fray with the launch of its honey-infused whiskey, Jack Daniel’s Tennessee Honey. In a recent interview with Marketing News, Casey Nelson, senior brand manager for the Jack Daniel’s flavor portfolio at Brown-Forman Corp., said: “We’ve got gummy-bear-flavored vodka and everything else. The consumer has seen it all. … The continued evolution is trying to get people to try the next greatest thing.”


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