Brown Sugar Distillers Di till lure l new consumers with ith spicy and sweet-flavored whiskies BY MARK SPIVAK 6 Dine239 Cinnamon is a popular whiskey flavor, and brands like Fireball sparked a sea of competitors. Purists tend to scoff at innovation. Some of that skepticism is well-founded, since a number of new products are shameless riffs on existing success rather than truly revolutionary ideas. Look at white Zinfandel—since the late 1970s, wine snobs have been railing against the cloying pink stuff, protesting that it bears little resemblance to actual Zinfandel. Yet nearly 50 years later, white Zinfandel is still with us. It’s like a bicycle with permanent training wheels, and consumers who like it may never take the leap into more “serious” categories of wine, so it remains hugely popular. More important, it is a cash cow for many wineries, providing the capital to finance their flagship products that require years of barrel aging. The same scenario is playing out with flavored whiskey. For the consumer buying a bottle of liquor flavored with cinnamon, maple Flavors can mask whiskey’s harsh undertones.
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