THE RISE AND DOMINANCE OF BOURBON!

Bourbon’s growth in the United States has come at the cost of vodka, with sales down 2 percent between 2010 and 2014, according to IWSR, a liquor market-tracking association.

Whiskey consumption grew almost 17 percent during the same period. In 2014 alone vodka volume sales dropped 0.3 percent while whiskey sales grew 2.7 percent, boosted by Tennessee whiskey sales being up by 7.4 percent.

The change in preferences was attributed to the growing cocktail culture, which has generated a renewed interest in American bourbon. This growth can be a boon for spirits makers in general, as the U.S.’s current trajectory combines the growth of an emerging market with the spending power of a mature one, according to analysts at Euromonitor International.

Even though vodka is currently on a downtrend, its prospects can be improved with investments and time spent in research and development, reports MarketWatch