Happy Hour: Why Whiskey Might Be Your Next Go-To Drink There's a noticeable resurgence of bourbon and Tennessee whiskey in the alcoholic beverage market, as mass-market beers and vodkas decline in sales.

By Carly Okyle

Opinions expressed by Entrepreneur contributors are their own.

When it comes to sidling up to the bar, people are increasingly more likely to order a whiskey or a bourbon over a vodka or a mass-market beer.

Data from the Distilled Spirits Council shows some interesting trends. For instance, sales of bourbon and whiskey increased by 7.4 percent in 2014. Compare that to the statistics for beer: Down 4 percent over the last five years, with Budweiser's domestic sales down 28 percent in the same time period, Marketwatch reports.

There is some good news for fans of breweries, however. Sales of craft beers -- which take up an estimated 10 percent of the suds market -- were up 18 percent in the first half of last year.

Related: Hold the Rocks: This Digital Stick Concept Chills Cocktails Without Ice

Furthermore, while The Guardian says that vodka sales showed an uptick of 1.6 percent last year, the Wall Street Journal points out that sales of Smirnoff brand vodka were down eight percent between June and December.

It's all about the millennials, apparently

Experts have different theories on why bourbon and Tennessee whiskey are surging while vodka and beers are slumping. One is that drinkers --especially millennials -- no longer appreciate flavors that are less distinct. Vodka could be added to anything, as the WSJ article mentions, while whiskey and bourbon are more noticeable. Then again, customers are turned off by the flavored vodkas like "fresh-cut grass" (is that really a vodka flavor?) and marshmallow that characterized the "oddka" trend.

Then again, younger drinkers might simply want a change. Marketwatch reports that more than a third of people aged 21 to 27 were "tired of the taste" of mass-market beers.

And so bourbons and Tennessee whiskey are gaining popularity for their taste and relatively cheaper price tags. "This is a renaissance we haven't seen in generations, and possibly in the entire history of our signature spirit," Eric Gregory, president of the Kentucky Distillers' Association, told The Guardian.

Hey, we'll drink to that.

Related: Need a Drink? This Startup Will Deliver Booze On Demand.

Carly Okyle

Assistant Editor, Contributed Content

Carly Okyle is an assistant editor for contributed content at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business Solutions

Windows 11 Pro for $20: Built for Business Owners Who Do It All

A one-time payment gives you lifetime access to the tools you need to secure data, streamline workflows, and scale your business.

Money & Finance

Startup Founders Need to Advocate For Their Own Compensation — Here's How to Do It Right

Ensuring fair compensation as a founder or CEO is crucial to staying motivated and building a successful company. Here's how to strategically handle the conversation and get the pay that reflects your worth.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Walmart Is Laying Off Hundreds, Relocating Others as the Company Closes a U.S. Office

Walmart is giving some employees at least a month to decide if they want to relocate.

Starting a Business

'Don't Wait Until Everything Is Just Right': How a Common Frustration Inspired This Entrepreneur to Co-Found a Thriving Business

Mike Mayer, co-founder and co-CEO of Windmill, shares how an annoying struggle with an air conditioning unit sparked the idea for an innovative air quality company.