For the first quarter of 2021, Bulleit continues its dominance on the online platform Drizly, which connects to 4,000 liquor stores across the country.
It was the top seller on the site last year, which sold for $1.1 billion, and owned the top spot on drizly throughout 2020. Reasoning: Simple. Diageo, Bulleit’s parent company, has focused on digital marketing. And while these sales do not necessarily encompass the entire industry, it’s excellent data toward what online buyers are getting.
The next big winner is Beam Suntory with four in the top 10. Maker’s Mark came in at No. 2, while Jim Beam finished 4th, Basil Hayden’s 5th and Knob Creek 9th.
Somewhat perplexing is how the seemingly impossible-to-find Blanton’s continues to be in the top 10 on these Drizly lists. It was in the top 10 all of last year and finished No. 8 here. Most Drizly affiliated stores are marking up Blanton’s significantly, perhaps showing that the online market is where Blanton’s thrives.
Also, puzzling is the bourbon geek champion, Wild Turkey, only has one brand in the top 20, with Wild Turkey 101 at No. 13. I don’t think that this is an indication of the brand slipping in the marketplace. Rather, its audience doesn’t shop on Drizly.
Drizly Top 20, Q1 2021
|1. Bulleit Bourbon|
|2. Maker’s Mark Bourbon Whisky|
|3. Woodford Reserve Kentucky Straight Bourbon Whiskey|
|4. Jim Beam Bourbon Whiskey|
|5. Basil Hayden’s Kentucky Straight Bourbon Whiskey|
|6. Buffalo Trace Bourbon|
|7. Evan Williams Bourbon|
|8. Blanton’s Single Barrel Bourbon|
|9. Knob Creek Kentucky Straight Bourbon Whiskey|
|10. Angel’s Envy Kentucky Straight Bourbon Whiskey|
|11. Four Roses Bourbon|
|12. Elijah Craig Small Batch Bourbon|
|13. Wild Turkey 101|
|14. Woodford Reserve Double Oaked Kentucky Straight Bourbon Whiskey|
|15. Eagle Rare 10 Year Bourbon|
|16. Maker’s 46 Bourbon Whisky|
|17. High West American Prairie Bourbon Whiskey|
|18. Weller Special Reserve Bourbon|
|19. Four Roses Single Barrel Bourbon|
|20. Four Roses Small Batch Bourbon|