Navigating Shifts in the Whiskey World: April 2025 Industry Recap

Insights from the Mark Brown Industry Newsletter and Beyond

Each month, we turn to sources like the Mark Brown Industry Newsletter for a pulse check on the whiskey and bourbon industry. April 2025 delivered no shortage of shakeups, strategies, and signals worth watching. From rising global wine players pivoting away from spirits, to premium bourbon brands tightening their belts, the industry is clearly entering a recalibration phase.

Here’s what stood out across bourbon and whiskey news in April.

Distilleries Rebalance for Long-Term Sustainability

Several whiskey distilleries announced operational changes this month, focused on aligning production with current market demand. These shifts are not about retreat, but rather about creating leaner, more sustainable business models in the face of slower global consumption.

Key updates include:

• Isle of Harris Distillery in Scotland reduced to one distillation shift and offered voluntary redundancies as part of a restructuring initiative.

• Westward Whiskey in the U.S. filed for Chapter 11 bankruptcy to reorganize operations.

• Irish Distillers and Tullamore paused parts of their production.

• Stauning (Denmark) and Green River Distilling (Kentucky) each announced workforce reductions.

The broader trend suggests a return to measured growth after years of capacity expansion. Many producers are focused on premiumization, efficiency, and reinforcing brand value rather than chasing volume.

Whiskey Holds Steady as Cognac Sees Volatility

April earnings from Rémy Cointreau highlighted the uneven performance of the spirits category. Cognac experienced steep declines across major markets, particularly in China and EMEA, with Q4 sales falling nearly 33 percent. However, the company reported signs of recovery in the U.S., driven by Rémy Martin VSOP and renewed brand-building initiatives.

For whiskey producers, the key takeaway is that volatility in one category reinforces the importance of diversified global demand and differentiated storytelling. Brands that invest in long-term consumer engagement are best positioned to weather macroeconomic shifts.

RTDs Continue Evolving – Where Does Whiskey Fit?

The ready-to-drink (RTD) space continues to evolve, with a noticeable pivot toward vodka-based lemonades dominating seasonal releases. Surfside, Anheuser-Busch’s Skimmers, Boston Beer’s Sun Cruiser, and Gallo’s Lucky One Lemonade are all vying to become the drink of the summer.

While whiskey-based RTDs were not the focal point this month, the trend signals an opportunity. As consumer preferences shift toward non-carbonated, spirits-based formats, whiskey brands can explore innovation with flavors and formats that blend authenticity with approachability.

Barrel Sourcing Trends Favor Flexibility

Across the whiskey landscape, barrel sourcing trends are shifting toward flexibility, flavor diversity, and mid-aged maturity. Brindiamo has been at the forefront of this shift, helping brands build and expand with ready-to-bottle aged inventory tailored for today’s demands.

Mid-aged whiskeys—especially those aged between 2 and 8 years—are seeing a surge in interest. These barrels strike the right balance between flavor development and availability, giving brands the ability to scale without the extended wait. High-rye and wheat-forward mash bills are especially popular right now, thanks to their versatility in blending and ability to deliver bold or smooth profiles depending on the desired outcome.

Brindiamo currently offers:

• Wheat-Forward Bourbon (4–6 Years Aged)
  Featuring rich cream, vanilla, and fruit sweetness with a smooth, layered finish. Ideal for brand building, limited releases, and premium line extensions.
  Mashbills: 51% Corn / 45% Wheat / 4% Malted Barley and 64% Corn / 24% Wheat / 12% Malted Barley.

• Tennessee Whiskey (20 Years Aged, Limited Supply)
  Rare, ultra-aged whiskey with smooth complexity and historic character—ideal for premium brand extensions and private label offerings.
  Mashbill: 84% Corn / 8% Rye / 8% Malted Barley.

• Rye-Forward Options (2–8 Years Aged)
  A bold lineup for blending or standalone use, with spice-forward profiles and dry finishes.
  Mashbills: High Rye Bourbon (60% Corn / 36% Rye / 4% Malted Barley) and Rye Whiskey (95% Rye / 5% Malted Barley).

• Scotch & Irish Whiskey (15–18+ Years Aged)
  Sourced from top-tier distilleries in Scotland and Ireland, offering premium quality for exclusive releases and high-end product lines.

While ultra-aged inventory like our 20-year Tennessee whiskey or 18+ year Irish offerings remains in demand, many buyers are approaching long-aged barrels more cautiously—carefully weighing timing, pricing, and brand strategy. As a result, sourcing transparency, tailored flavor profiles, and flexible age statements are playing a bigger role in purchasing decisions.

Whether you’re developing a new whiskey label or expanding a portfolio, Brindiamo’s global sourcing network and aged inventory make it possible to launch premium products with confidence—and without the years-long wait.

Lessons from Wine: Premiumization Requires Precision

The wine industry offered a parallel case study this month with Lawrence Wine Estates scaling back operations across its Napa Valley portfolio. Once positioned as a disruptor with a high-end estate model, the company is now consolidating brands and reducing production amid tighter demand.

The situation reinforces a key point for whiskey producers: premiumization must be balanced with market fit. Elevated branding alone isn’t enough—consumers still expect value, accessibility, and an authentic story.

Mission-Led Brands and Ownership Transitions

Elephant Gin’s founders stepped away from the business this month, citing concerns about the brand’s ability to continue funding its conservation efforts. As ownership transitions take place, brands rooted in purpose face new questions about alignment, transparency, and continuity.

For whiskey brands with charitable components or environmental missions, it’s a reminder to ensure that purpose and profitability are aligned and supported by long-term strategy, not just founder vision.

The Whiskey Outlook: Adaptation Over Retraction

Despite the operational changes and cautious outlooks, the whiskey industry continues to evolve rather than contract. Distillers are taking a measured approach—adjusting production, refreshing storytelling, and rethinking consumer engagement.

Today’s whiskey drinker is more informed and more discerning. They’re not just looking for age statements or heritage—they want experiences, innovation, and transparency. The brands that can meet those expectations while managing operations effectively are well positioned to lead the next wave of growth.

Looking ahead, the path forward will be defined by flexibility, focus, and thoughtful execution. From sourcing to branding, the whiskey industry is entering a phase where quality and connection will matter more than ever.

If you're interested in learning more about whiskey sourcing trends, independent bottling strategies, or how to position your brand in a shifting market, we’re here to help.

P.S. Looking for more insights from the Brindiamo team? Check out our April 2025 Brindiamo Connections blog for highlights on global events, aged inventory trends, award-winning partners, and more.