State of the Whisky Market.  Add/Read Comments

I am always told that favourite drinks go in circles often skipping generations. Rum is enjoying increasing popularity while Sherry appears to be taking an age to return to the heights it once enjoyed. Similar to whiskey - today's youth wouldn't be seen dead drinking either. Whisky distillers are failing to attract new drinkers with the core market being the 45+ male.

BrandRepublic.com
"Whisky is not seen as fashionable among younger drinkers, who tend not to be exposed to it in the same way as other drinks categories. This is partly due to the fact that the spirit is rarely served with a mixer, an exception being Jack Daniel's, which is often combined with Coca-Cola by younger consumers."