July 2025: A Pivotal Month for Whiskey and Bourbon — Realignment, Innovation, and Resilience
Drawing from industry reports, news coverage, and Mark Brown’s July 2025 Industry News Updates, this roundup highlights the key developments shaping the whiskey and bourbon sector. From evolving consumer behavior and global trade shifts to strategic brand moves, July marked a month of adaptation, consolidation, and forward-looking recalibration.
U.S. beverage alcohol sales remained soft, with year-to-date off-premise sales down 3%. Spirits held up better than wine and beer in some areas but still saw declines in Control States in June—down 4.4% overall, with whiskey specifically down 5.2%. Through May, SipSource reported a 4.2% volume decline for spirits.
However, premiumization trends remain intact—particularly in whiskey, where high-end labels like Colonel Taylor continue to show strength. This growth is occurring alongside price compression in categories like vodka and rum, driven by the rise of lower-margin spirit-based RTDs.
Other key developments:
Inventory Surplus: Bev-alc inventories hit a 30-year high in May, suggesting a need for recalibrated supply chains. Read more...
Gen Z & Consumer Behavior: Changing preferences among younger consumers are reshaping the landscape. While Gen Z drinks less alcohol overall—often due to cost or lifestyle factors—the long-term impact remains to be seen. Meanwhile, cannabis and THC-infused beverages are increasingly competitive. Read more...
Many of the industry’s top players made notable pivots in July, signaling recalibration, consolidation, and renewed focus:
Diageo saw a leadership transition as CEO Debra Crew stepped down, with CFO Nik Jhangiani stepping in as interim CEO. Spirits sales in Control States fell 7.1%, with Crown Royal notably soft due to tough comps from last year’s Blackberry launch. Roe & Co paused distillation temporarily to lean on existing stock, following a similar move in Kentucky earlier this year. Read more...
Pernod Ricard deepened its premium focus, divesting Irish whiskey brands Knappogue Castle and Clontarf, while also selling Imperial Blue in India. Jameson held steady in volume but experienced a value dip. Read more...
Brown-Forman faced headwinds, with Jack Daniel’s and Woodford Reserve both down in June. Still, the company continues to emphasize long-term brand health. Read more...
William Grant & Sons completed its acquisition of The Famous Grouse and Naked Malt. The company is streamlining operations and adjusting production levels after a challenging 2024. Read more...
Whiskey House of Kentucky announced major growth plans: 12 new rickhouses through a partnership with Koetter Group, plus a long-term export deal with Berentzen-Gruppe, a key player in the European whiskey import market. Read more...
Despite progress, some closures occurred, reflecting broader industry consolidation:
Powerscourt (Ireland) entered receivership.
Killarney Brewing & Distilling cited whiskey oversupply and tariff impacts before liquidating.
Maison Lineti (France), JJ Pfister, Devil’s River, Boston Harbor, House Spirits, Dented Brick, and Black Button also ceased or scaled back operations.
Global developments continued to shape the playing field:
Tariffs & Trade Tensions: Uncertainty lingers around wine and spirits in the EU–U.S. trade deal. The EU may reinstate retaliatory tariffs, while the U.S. has already imposed new ones impacting French exports. Read more...
UK Taxation Pressure: High spirits taxes are prompting some Scotch companies to look abroad for growth. However, the formation of a new parliamentary group in the UK signals potential future policy support. Read more...
UK–India Trade Deal: A major win—Scotch tariffs will be slashed from 150% to 40% over 10 years, unlocking new growth in India. Read more...
Ireland's Health Labeling Plan has been delayed until 2029, providing alignment time with EU markets. Read more...
Transparency in Tequila: Diageo faces class-action suits over Casamigos and Don Julio marketing. Patrón is doubling down on its “additive-free” message amid increased consumer scrutiny. Read more...
Fraudulent activity remains a concern. Sazerac filed suit against individuals impersonating Master Distiller Harlen Wheatley online. Experts estimate whiskey-related scams to be a $100M+ black market, with global operations spanning Cameroon to China. AI-generated fakes and counterfeit bottle schemes are also on the rise, with a major bust in Taiwan involving refilled premium bottles. Read more...
A major shake-up is coming to California as RNDC plans to exit the market by September. This has triggered new distribution partnerships—like Reyes Beverage Group expanding its relationship with Gallo and adding brands like Four Roses Bourbon and Fuji Japanese Whisky. Read more...
July 2025 underscored that the whiskey and bourbon world is undergoing a structural evolution—not collapse. While rising costs, changing consumer habits, and global trade pressures pose challenges, they’re also forcing sharper focus, smarter partnerships, and long-term planning.
Industry leaders agree: it’s a “Darwinian moment”—not for panic, but for purpose. Brands that adapt, innovate, and truly connect with today’s consumer will emerge stronger, leaner, and better positioned for what’s next.