Bourbon's Big Bust: When The Spirit Is Willing, but The Market Is Weak

Based on reporting from The Wall Street Journal, with commentary from someone who actually knows what good bourbon tastes like.

Well folks, grab a seat and pour yourself a glass of reality – neat, no ice, because we need to talk about what's happening in the bourbon world, and you might want to be sitting down for this one.

The Spirit Market Spirits Down

Remember during the pandemic when everyone suddenly became an amateur mixologist? When your neighbor Steve started posting videos of his "craft cocktails" that were really just bourbon and whatever fruit juice he had left in the fridge? Those were the days.

But as WSJ reports, the party's hitting a bit of a slowdown. U.S. whiskey sales dropped 1.2% in 2023 – the first decline since 2002. And 2024? Well, the first nine months saw a 4% drop that hit harder than your uncle's "special" eggnog at Christmas.

What's Really On The Rocks Here?

Let's break down why bourbon's bubble is looking a bit less bubbly:

The Obvious Suspects

• People remembered they actually need to leave their houses sometimes

• Those pandemic home bars aren't restocking like they used to

• Turns out, not everyone needs five different bottles of bourbon "for different occasions"

The Plot Thickeners

• Some folks are getting fancy with these new weight loss drugs (though personally, I've never counted calories in bourbon – that's just disrespectful)

• The economy's got people choosing between gas money and good whiskey

• Health trends have people drinking less (apparently, "bourbon enthusiast" isn't a recognized fitness category)

David vs. Goliath, Bourbon Edition

Here's where it gets serious: while the big boys like Brown-Forman (think Buffalo Trace and Wild Turkey) are just tightening their belts, the small distilleries are practically having to sell theirs. It's like watching a prize fight where one boxer brought their whole entourage and the other showed up in their dad's hand-me-down gloves.

The American Craft Spirits Association reports more craft distilleries closing up shop, which is about as sad as finding out your favorite fishing spot got paved over for a parking lot.

Not All Bad News in the Barrel

But hold your horses before you start hoarding bottles like it's toilet paper in 2020. Some folks are playing the long game. Take Bardstown Bourbon – they're expanding operations faster than a raccoon can find your trash can. Their president, Pete Marino, says they're "investing through the downturn," which is either brilliant strategy or the kind of confidence that comes from tasting too much of your own product.

What This Means for Your Bar Cart

Here's the silver lining for those of us who appreciate a good pour:

1. Better Prices: Maybe. Possibly. We hope. (Don't hold your breath, but maybe hold your wallet)

2. More Options: Distilleries getting creative with new offerings (though if anyone tries to sell you "Pumpkin Spice Bourbon," you have my permission to walk away)

3. Local Love: Your neighborhood distillery needs you now more than ever (and they probably remember your name, unlike that fancy bar downtown)

The Bottom Line

Bourbon's been through worse than this. Remember Prohibition? Neither do I, but I heard it was rough. The industry is like that old oak barrel in the rickhouse – might get a little weathered, but it's built to last.

The real question isn't whether bourbon will survive – it's whether we'll take this opportunity to support the craft distillers who put their hearts into every barrel, or if we'll let the big corporations turn Kentucky's signature spirit into just another mass-market commodity.