Shared research study link
WhistlePig Whiskey Consumer Study
Understanding how US whiskey consumers perceive premium rye and craft distillers
Study Overview
Updated Jan 21, 2026
Research question: How do US consumers perceive premium rye and craft distillers-specifically WhistlePig-versus heritage brands; what defines “premium”; will they spend >$75; and does “rebellious” positioning appeal or feel authentic.
Who: Six US whiskey consumers (mid-30s to mid-50s) across TX, PA, and CO, a mix of blue-collar and white-collar buyers.
What they said: “Premium American” splits into two lanes-heritage Kentucky up-tier single-barrel/barrel-proof for value and consistency, and craft rye (e.g., WhistlePig) for sipping, Manhattans, and gifting-while Jack/Jim base SKUs aren’t “premium” by default; WhistlePig is rye-forward and polished but often carries a perceived “craft tax.”
Premium drivers: liquid-first performance (layered nose, balanced palate, oily mouthfeel, long clean finish), higher proof (~100+), transparency (age, mashbill, provenance), and consistency; most rarely spend over $75 except for proven single-barrels, barrel-proof, or special occasions, with aesthetics mattering mainly for gifts.
Main insights: Attitude-first “rebellious” branding is broadly rejected unless the “receipts” are visible-production transparency, repeatable flavor, fair pricing, and real availability-so price-to-pleasure and replaceability win over hype; heritage up-tier SKUs compete strongly on value, while WhistlePig wins specific use cases when price aligns.
Takeaways: Anchor the brand to liquid-first proof points and the Manhattan use-case; publish one-page transparency specs (QR) and enforce MSRP discipline below the common $75–$100 ceiling; avoid scarcity theater and heavy-packaging gimmicks.
Prioritize a consistent 100+ proof, preferably non-chill-filtered core rye; tighten store-pick curation with clear sensory targets; and focus distribution in active markets (Austin, Philly, Front Range) to drive repeat purchase.
Measure success via MSRP adherence, repeat rates, Manhattan velocity, ACV, and QR engagement to prove value-for-price.
Who: Six US whiskey consumers (mid-30s to mid-50s) across TX, PA, and CO, a mix of blue-collar and white-collar buyers.
What they said: “Premium American” splits into two lanes-heritage Kentucky up-tier single-barrel/barrel-proof for value and consistency, and craft rye (e.g., WhistlePig) for sipping, Manhattans, and gifting-while Jack/Jim base SKUs aren’t “premium” by default; WhistlePig is rye-forward and polished but often carries a perceived “craft tax.”
Premium drivers: liquid-first performance (layered nose, balanced palate, oily mouthfeel, long clean finish), higher proof (~100+), transparency (age, mashbill, provenance), and consistency; most rarely spend over $75 except for proven single-barrels, barrel-proof, or special occasions, with aesthetics mattering mainly for gifts.
Main insights: Attitude-first “rebellious” branding is broadly rejected unless the “receipts” are visible-production transparency, repeatable flavor, fair pricing, and real availability-so price-to-pleasure and replaceability win over hype; heritage up-tier SKUs compete strongly on value, while WhistlePig wins specific use cases when price aligns.
Takeaways: Anchor the brand to liquid-first proof points and the Manhattan use-case; publish one-page transparency specs (QR) and enforce MSRP discipline below the common $75–$100 ceiling; avoid scarcity theater and heavy-packaging gimmicks.
Prioritize a consistent 100+ proof, preferably non-chill-filtered core rye; tighten store-pick curation with clear sensory targets; and focus distribution in active markets (Austin, Philly, Front Range) to drive repeat purchase.
Measure success via MSRP adherence, repeat rates, Manhattan velocity, ACV, and QR engagement to prove value-for-price.
Participant Snapshots
6 profiles
Ward Rasco
Ward Rasco, 54, divorced male near Austin, TX, an experienced warehouse forklift/dock lead earning ~$41k. Lives alone with a rescue dog, budgets tightly, values durability and transparent pricing, DIYs essentials, and volunteers at church food drives.
Ashley Mcgee
Ashley Mcgee, 32, is an Orlando-based product operations manager. She speaks Spanish at home, earns $100k–$149k, budgets and saves for a condo, and unwinds with gaming, travel, and Lake Eola runs.
Jessica Gutierrez
Jessica Gutierrez is a 39-year-old, Philadelphia-based single mom of three, is a senior technical project coordinator contracting in fintech. She earns ~\$120k, works hybrid, budgets rigorously, prioritizes time savings, reliability, and kids' stability, wi…
Sommer Page
42-year-old hospital operations VP in Roseville, married with one child. Faith-driven, time-efficient, and data-led. Seeks reliable, integrated solutions with clear ROI. Balances demanding work with family routines and community service.
Jamal Rosado
Jamal Rosado, 36, is a bilingual Austin glass worker and Orthodox Christian. Frugal, warm, and practical, he scooters to early shifts, cooks simply, plays soccer, and chooses durable, fairly priced products with transparent terms and Spanish support.
Michelle Evavold
53-year-old clinic operations manager in Greeley, Colorado. Married, one daughter at CSU. Bikes to work, practical and eco-minded. Values reliability, privacy, and time-saving tools. House paid off; balances tuition, home upkeep, and community life.
Ward Rasco
Ward Rasco, 54, divorced male near Austin, TX, an experienced warehouse forklift/dock lead earning ~$41k. Lives alone with a rescue dog, budgets tightly, values durability and transparent pricing, DIYs essentials, and volunteers at church food drives.
Ashley Mcgee
Ashley Mcgee, 32, is an Orlando-based product operations manager. She speaks Spanish at home, earns $100k–$149k, budgets and saves for a condo, and unwinds with gaming, travel, and Lake Eola runs.
Jessica Gutierrez
Jessica Gutierrez is a 39-year-old, Philadelphia-based single mom of three, is a senior technical project coordinator contracting in fintech. She earns ~\$120k, works hybrid, budgets rigorously, prioritizes time savings, reliability, and kids' stability, wi…
Sommer Page
42-year-old hospital operations VP in Roseville, married with one child. Faith-driven, time-efficient, and data-led. Seeks reliable, integrated solutions with clear ROI. Balances demanding work with family routines and community service.
Jamal Rosado
Jamal Rosado, 36, is a bilingual Austin glass worker and Orthodox Christian. Frugal, warm, and practical, he scooters to early shifts, cooks simply, plays soccer, and chooses durable, fairly priced products with transparent terms and Spanish support.
Michelle Evavold
53-year-old clinic operations manager in Greeley, Colorado. Married, one daughter at CSU. Bikes to work, practical and eco-minded. Values reliability, privacy, and time-saving tools. House paid off; balances tuition, home upkeep, and community life.
Overview
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Demographic Overview
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Participant Incomes
US benchmark scaled to group size
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
Word Cloud
Question Summary
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Summary
Themes
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Outliers
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Persona Correlations
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Overview
Respondents across demographics evaluate “premium” whiskey primarily on the liquid’s sensory and technical merits (nose, balance, mouthfeel, finish, proof) rather than packaging or storytelling. WhistlePig and similar craft ryes occupy a sipping/occasion lane (Manhattans, gifts) but face a perceived “craft tax” where packaging and narrative must be justified by clearly superior liquid. Purchase decisions are driven by price-to-pleasure, availability/replaceability and transparency (age, mashbill, proof, sourcing), producing a common soft spending ceiling around $75–$100. Skepticism toward marketing theater, limited editions/scarcity plays and secondary-market markups runs across ages and incomes, while regional proximity to local craft distillers raises willingness to try if the liquid holds up. Overall, higher income correlates with selective willingness to pay more but not with indiscriminate acceptance of hype - practicality and repeatability dominate.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Blue-collar, lower-to-mid income Texans |
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Value-first, pragmatic buyers who define premium by drinking quality and oppose paying for story-driven packaging. They prefer heritage brands that offer up-tier value over craft bottlings perceived as overpriced. Splurges are occasion- or overtime-driven and tightly budgeted. | Jamal Rosado, Ward Rasco |
| Mid-to-high income, white-collar professionals |
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Technically literate and liquid-first: they look for explicit product signals (proof, non-chill filtration, single-barrel/store picks) and will pay above the community soft ceiling on occasion for demonstrable quality or provenance. Higher income does not translate into tolerance for scarcity theater or inconsistent bottles. | Ashley Mcgee, Jessica Gutierrez, Michelle Evavold, Sommer Page |
| Regionally-attuned consumers |
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Proximity and market exposure surface local craft brands into consideration; regional loyalty increases willingness to try craft ryes when tasting justifies price. Local brand presence can overcome the craft-tax skepticism if consumers experience superior liquid. | Jessica Gutierrez, Michelle Evavold, Jamal Rosado |
| Older (50s) vs. younger (30s) consumers |
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All ages care about liquid and transparency, but older respondents weight consistency and replaceability more heavily for repeat purchase. Younger respondents show modestly higher openness to craft experimentation, yet still require transparent signals and fair pricing. | Ward Rasco, Michelle Evavold, Ashley Mcgee, Jamal Rosado, Jessica Gutierrez |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Liquid-first evaluation | Across incomes and regions, sensory attributes (nose, mouthfeel, finish) and measurable technical cues (proof, age, mashbill) are the primary determinants of perceived premium. | Jamal Rosado, Ward Rasco, Ashley Mcgee, Jessica Gutierrez, Michelle Evavold, Sommer Page |
| Skepticism of marketing/scarcity & secondary markets | Packaging flourishes, wax tops, celebrity tie-ins and aftermarket markups lower willingness to pay unless the liquid demonstrably justifies the premium. | Ashley Mcgee, Jessica Gutierrez, Sommer Page, Michelle Evavold, Ward Rasco, Jamal Rosado |
| Soft personal price ceiling (~$75–$100) | Most respondents default to a psychological spending limit in the $75–$100 band and will only exceed it for clear liquid differentiation (single-barrel, barrel-proof, or rare meaningful quality jumps). | Jamal Rosado, Ward Rasco, Ashley Mcgee, Jessica Gutierrez, Michelle Evavold, Sommer Page |
| Use-case segmentation | Respondents allocate brands by occasion: craft ryes and WhistlePig for sipping, Manhattans, and gifts; legacy/heritage brands for everyday mixing and value-forward up-tier purchases. | Jessica Gutierrez, Sommer Page, Ashley Mcgee, Ward Rasco, Michelle Evavold, Jamal Rosado |
| Demand for transparency & consistency | Clear labeling of age, proof, mashbill, and batch/barrel information plus predictable flavor from bottle to bottle are trust-builders and purchase enablers. | Ashley Mcgee, Jessica Gutierrez, Sommer Page, Michelle Evavold, Ward Rasco, Jamal Rosado |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| High-income professionals (e.g., Sommer Page) | Despite high income, this group maintains conservative purchase rules (soft price ceiling, emphasis on replaceability) rather than indulgent, prestige-driven spending. | Sommer Page |
| Blue-collar Texans vs. Mid/high-income white-collar | Blue-collar respondents frame premium using practical metaphors and prioritize immediate value per dollar; white-collar respondents emphasize technical product signals and seek provenance but both resist superficial marketing and secondary premiums. | Jamal Rosado, Ward Rasco, Ashley Mcgee, Jessica Gutierrez |
| Regional craft loyalists vs. national perception | Regionally-attuned respondents will elevate local craft names into consideration when exposure and experience exist (Dad’s Hat, Stranahan’s), while respondents without local exposure default to skepticism of craft premium absent clear liquid superiority. | Jessica Gutierrez, Michelle Evavold, Jamal Rosado |
| Younger experimenters vs older consistency-seekers | Younger buyers are modestly more open to craft experimentation and brand narratives so long as pricing is fair; older buyers prioritize repeatability and predictable value, making them less tolerant of batch variance or scarcity-driven practices. | Ashley Mcgee, Jamal Rosado, Ward Rasco, Michelle Evavold |
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Recommendations & Next Steps
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Overview
Consumers mentally split premium American whiskey into two lanes: heritage Kentucky up-tier (single-barrel, barrel-proof) for value/consistency and craft rye (e.g., WhistlePig) for sipping, Manhattans, and gifting-yet penalized by a perceived “craft tax”. Premium is earned in the glass: higher proof (~100+), balanced nose/palate/finish, mouthfeel, and transparency (age, mashbill, provenance). Attitude-first “rebellious” branding reads as cosplay unless backed by verifiable details and fair pricing. Most buyers hold a soft ceiling under $75–$100, prioritize availability/replaceability and distrust gimmicks and scarcity theater. Action: pivot messaging and product architecture to liquid-first authenticity, reinforce price-to-pleasure, tighten MSRP discipline, and own the Manhattan use-case with a consistent, 100+ proof core rye.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Ship a one-page Transparency Spec for each SKU (+QR on bottles) | Directly addresses authenticity demands: age, mashbill, proof, source, batch/filtration win trust and counter ‘craft tax’. | Brand Marketing + Legal/Compliance | Low | High |
| 2 | Re-anchor MSRP below common soft ceiling and publish a ‘No Secondary/No Scarcity Theater’ stance | Buyers reward fair, repeatable pricing and availability; reduces price-to-pleasure friction vs heritage up-tier. | Finance + Sales | Med | High |
| 3 | Own the Manhattan use-case with a house spec and simple POS kit | Rye is chosen for Manhattans. Menu placement + bartender love increases velocity and premium perception. | On-Premise Team | Low | High |
| 4 | Messaging pivot: from ‘rebellious’ to ‘quietly excellent, liquid-first’ | Respondents reject attitude-first; emphasizing proof, mouthfeel, and batch integrity aligns to purchase drivers. | Brand Marketing | Low | Med |
| 5 | Retail shelf-talkers with tasting notes and price-to-pleasure cues | Guides trade-up at shelf, especially for gifting, while avoiding heavy packaging that signals ‘markup’. | Shopper Marketing | Low | Med |
| 6 | Field price audit in 3 markets (Austin, Philly, Front Range) with remediation plan | Closes the gap between MSRP and street price; combats ‘craft tax’ perception with receipts. | Sales Ops | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Core Rye Architecture and Pricing Revamp | Rationalize lineup around a 100–101 proof, non-chill-filtered core rye for repeatable neat/cocktail performance; keep barrel-proof as clearly labeled, value-justified releases; limit finishes to those that improve structure (publish the ‘why’). Set tiered MSRP guardrails that sit under common consumer ceilings. | Product/Distilling + Finance + Sales | 90–180 days for packaging/label updates; pricing live next reset | Supply Chain capacity and barrel inventory, Compliance review of labels, Distributor alignment on MAP/MSRP, Updated demand forecast |
| 2 | Transparency and Batch ‘Receipts’ Hub | Launch a mobile-first page (QR on neck tag) with age, mashbill, distillation/aging location, batch/barrel IDs, filtration, entry proof, and tasting notes; include store-pick ledger to track curation. | Digital/CRM + QA + Legal/Compliance | 0–60 days MVP; 90 days for store-pick module | Data pipeline from production, Web/QR integration, Legal sign-off, Retailer comms for QR education |
| 3 | Manhattan Program 100 | Activate 100 target on-premise accounts with a standardized Manhattan spec, staff training, co-branded cherries/bitters trials, and menu placement; measure weekly cocktail velocity and feature a ‘Rye Week’ promo. | On-Premise Team | Pilot in 45–60 days; scale to 100 in 90 days | POS kit production, Trade marketing budget, Distributor sell-in, Account training calendar |
| 4 | Retail Single-Barrel/Store Pick Program 2.0 | Tighter curation with clear sensory targets, pick-day QA, unified labeling, and digital batch notes. Limit to predictable drops (2–3 per year) to avoid novelty fatigue and maintain repeatability. | Sales + Product/Distilling | Design in 60 days; first cycle in 90–120 days | Barrel selection protocol, Allocation framework, Collateral and transparency hub linkage, Retailer training |
| 5 | Availability and Forecast Discipline | Focus distribution where buyers are active (Austin, Philly, Front Range); increase ACV on core rye; publish availability map; reduce ‘limited’ skews; improve case-fill to minimize out-of-stocks. | Supply Chain + Sales Ops | Plan in 45 days; phased rollout over 6 months | Demand planning model refresh, Distributor SLAs, Production scheduling lock, E-comm/locator updates |
| 6 | Value-First Content and Creator Validation | Replace attitude copy with liquid-first proofs (pour tests, dilution curves, Manhattan performance). Partner with credible whiskey educators for blind A/Bs against heritage up-tier SKUs. | Brand Marketing | Content sprint in 30–60 days; creator program in 90 days | Legal/Compliance for claims, Sample logistics, Creator contracts, Measurement framework |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | MSRP Adherence Rate | Percent of audited retail locations within ±5% of published MSRP for core rye. | ≥80% within 90 days; ≥90% within 180 days | Monthly |
| 2 | Repeat Purchase Rate (Core Rye) | Share of buyers who repurchase the core rye within 90 days in panel/e-comm/loyalty data. | ≥25% by month 6 | Monthly |
| 3 | On-Premise Manhattan Velocity | Average weekly Manhattan serves per activated account. | ≥20 serves/week/account post-activation | Biweekly |
| 4 | Core Distribution (ACV) in Focus Markets | Weighted ACV for the core rye in Austin, Philadelphia, and Front Range. | ≥70% ACV in each market within 6 months | Monthly |
| 5 | Transparency Engagement | QR scans per 1,000 bottles and average time on ‘Receipts’ pages. | ≥150 scans/1,000 bottles; ≥45s avg time | Monthly |
| 6 | Value-for-Price CSAT | Post-purchase rating of perceived value (1–5) for core rye via survey/QR. | ≥4.3 average | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Heritage up-tier SKUs outperform on perceived value at similar price points | Lean into proof, mouthfeel, and Manhattan performance in blind comparisons; keep MSRP discipline; publish batch transparency to justify premium. | Brand Marketing + Sales |
| 2 | Retailer resistance to price guardrails and MAP/MSRP alignment | Offer programming (demos, POS, store-pick slots) tied to adherence; escalate chronic offenders to allocation review. | Sales Ops |
| 3 | Supply constraints for desired proof/NCF profile | Adjust barrel blend plans; prioritize core rye volumes; phase NCF by market if needed; communicate clearly on labels. | Product/Distilling + Supply Chain |
| 4 | Repositioning confuses existing fans who like the ‘rebellious’ voice | Transition messaging over a quarter; keep limited runs with personality but anchor core in liquid-first proof points. | Brand Marketing |
| 5 | Label transparency claims risk compliance variance by state | Pre-clear templates with counsel; maintain a dynamic QR page for extended details where label space is limited. | Legal/Compliance |
| 6 | Single-barrel variability undermines consistency perception | Tighter pick specs, panel validation, and published tasting bands; cap outlier barrels from retail program. | Product/Distilling |
Timeline
0–30 days
30–90 days
90–180 days
6–12 months
- Publish Transparency Specs (MVP) + QR on existing stock via neck tags
- Messaging pivot brief; update website copy to liquid-first
- Design Manhattan spec + POS kit; confirm pilot accounts
- Launch 3-market shelf price audit
30–90 days
- Activate Manhattan Program pilots; measure velocity
- Finalize MSRP/MAP guardrails; distributor sell-in
- Transparency Hub v1 live (batch finder, store-pick ledger)
- Design core rye label updates (proof/NCF/clarity)
90–180 days
- Roll out core architecture/pricing revamp
- Scale Manhattan Program to 100 accounts
- Store Pick Program 2.0 first cycle
- ACV push in focus markets; publish availability map
6–12 months
- Optimize pricing/pack formats based on velocity and CSAT
- Broaden transparency content (dilution curves, blind A/Bs)
- Evaluate expansion beyond focus markets based on repeat/velocity
Research Study Narrative
Objective and context
Objective: Understand how US whiskey consumers perceive premium rye and craft distillers, with WhistlePig as a reference point. Across three lines of questioning, respondents evaluated what “premium” means, how craft compares to heritage, and what makes a brand feel authentic.
What “premium” means in the glass
Premium is defined by performance in the glass-not by packaging or attitude. Respondents consistently prioritized a layered nose, balanced palate, a slightly oily mouthfeel, and a long, clean finish-often at ~100+ proof or barrel strength. Transparency about age, mashbill, provenance, and batch/barrel information and consistency bottle-to-bottle were essential purchase cues (Ashley Mcgee, Sommer Page). Price acts as a signal, not a guarantee: most hold a soft ceiling around $80–$100 and rarely spend over $75 on themselves unless it’s single-barrel/store picks, barrel-proof, or a special occasion (Jessica Gutierrez, Michelle Evavold). Gimmicky finishes, celebrity tie-ins, heavy glass, and secondary markups are broadly distrusted unless the liquid convincingly delivers (Ashley).
Brand landscape and WhistlePig’s lane
Consumers map “premium American” into two lanes:
- Heritage Kentucky up-tier value: Single-barrel and barrel-proof from Four Roses, Elijah Craig, Woodford, Knob Creek, Russell’s Reserve provide recognizable, consistent value without a “craft tax” (Ward Rasco).
- Craft rye (WhistlePig): Repeatedly perceived as rye-forward, spicy/peppery, polished, and visually premium-chosen for sipping, Manhattans, and gifts (Ashley; Jessica). However, many flag a perceived price premium-attractive storytelling and heavy bottles that don’t always justify price versus heritage up-tier (Jamal Rosado).
Everyday buying is governed by availability, consistency, and price-to-pleasure; aesthetics and narrative matter most for gifting. Jack Daniel’s and Jim Beam are ubiquitous, reliable mixers rather than default “premium,” though their higher-tier SKUs compete strongly on value. Regional exposure elevates local craft (e.g., Dad’s Hat in PA) when the liquid earns it (Jessica).
Authenticity and positioning
Attitude-first “rebellious” branding is met with skepticism-“feels like a T‑shirt slogan” (Ward). Authenticity is evidence-driven: publish the receipts (who distilled it, where, mashbill, age, proof, batch/barrel ID), keep pricing fair, ensure repeatable flavor, and make any “rebellion” show up in the glass (Ashley; Jessica). Replaceability and disciplined process reduce purchase risk and build trust (Sommer; Ward).
Persona correlations
- Blue-collar Texans (value-first pragmatists): Define premium by what’s in the glass, resist paying for story/packaging, splurge only on tight budgets; vivid “work boots vs. dress boots” framing (Jamal; Ward).
- Mid-to-high income professionals (signal seekers): Seek proof, NCF, single-barrel/store picks; will pay above the soft ceiling selectively for demonstrable quality; still reject scarcity theater (Ashley; Jessica; Michelle; Sommer).
- Regionally attuned: Local loyalty emerges when liquid justifies price (Dad’s Hat, Stranahan’s); exposure increases trial (Jessica; Michelle; Jamal).
- Age nuance: Older buyers emphasize consistency/replaceability; younger are modestly more open to craft experimentation-both demand transparency and value (Ward; Michelle; Ashley; Jamal).
Recommendations grounded in findings
- Pivot to liquid-first authenticity: Ship a one-page Transparency Spec per SKU (age, mashbill, proof, source, batch/filtration) with a QR code to a “Receipts” hub. This directly addresses authenticity demands and counters the “craft tax.”
- Re-anchor pricing under common ceilings: Tighten MSRP/MAP below the ~$80–$100 soft cap and publish a “No Secondary/No Scarcity Theater” stance to improve price-to-pleasure versus heritage up-tier.
- Own the Manhattan use-case: Standardize a 100–101 proof, non-chill-filtered core rye optimized for Manhattans and neat sipping; deploy on-premise specs, staff training, and simple POS.
- Curate repeatable excellence: Keep barrel-proof as clearly labeled, value-justified releases; limit finishes to those that improve structure and publish the “why.” Elevate store-pick quality with defined sensory targets and unified labeling.
- Focus availability: Build core ACV in Austin, Philadelphia, and the Front Range; publish an availability map and improve case-fill to reduce out-of-stocks.
Risks and measurement guardrails
- Risks: Heritage up-tier value comparisons; retailer resistance to guardrails; supply constraints for desired proof/NCF; confusion among fans of a rebellious voice; compliance variances on labels.
- KPIs: MSRP adherence (≥80% in 90 days), repeat purchase rate of core rye (≥25% by month 6), on-prem Manhattan velocity (≥20 serves/week/account), weighted ACV in focus markets (≥70% in 6 months), and QR transparency engagement (≥150 scans/1,000 bottles; ≥45s time-on-page).
Next steps
- 0–30 days: Publish Transparency Spec (MVP) with QR; pivot website/messaging to liquid-first; finalize Manhattan spec and POS; launch a 3-market shelf price audit.
- 30–90 days: Pilot Manhattan Program; finalize MSRP/MAP and sell-in; launch Transparency Hub v1 (batch finder, store-pick ledger); design core label updates (proof/NCF clarity).
- 90–180 days: Roll out core architecture/pricing; scale to 100 on-prem accounts; run Store Pick 2.0 cycle; push ACV in focus markets and publish the availability map.
- 6–12 months: Optimize pricing/pack based on velocity and repeat; expand transparency content; evaluate market expansion tied to repeat/velocity thresholds.
Recommended Follow-up Questions
Updated Jan 21, 2026
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How often do you choose rye whiskey (instead of other whiskey) for each occasion? Rate each: Neat/rocks at home (weeknight), Neat/rocks at home (weekend), Cocktails at home, Cocktails out (bars/restaurants), Gifting, Celebrations/holidays, Sharing/tasting sessions, Dining out, Night out at bars, After-dinner pour. Use: Never, Rarely, Sometimes, Often, Always.matrix Targets occasion-led messaging, on-premise activation, and SKU prioritization.
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What is the highest price you would be willing to pay for a 750ml bottle of premium rye from a craft distiller for your own consumption? Enter a whole dollar amount.numeric Informs craft rye MSRP and discounting strategy for core SKUs.
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What is the highest price you would be willing to pay for a 750ml bottle of premium rye from a craft distiller when buying as a gift? Enter a whole dollar amount.numeric Guides premium gift pricing and packaging investment.
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Which label or production details most increase your likelihood to buy a premium rye? In each set, select the MOST important and LEAST important: Age statement (years); Distillation location stated; Mashbill with rye percentage; Single barrel/batch ID; Barrel proof or 100+ proof; Bottled-in-Bond designation; Non-chill filtered; Barrel type/char level; Finishing cask type; Grain/source farm provenance; Who distilled it (own vs sourced); Independent lab analysis via QR; Transparent production volu...maxdiff Prioritizes which transparency elements to place on label and QR content.
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Which flavor notes best define your ideal premium rye profile? In each set, select the MOST appealing and LEAST appealing: Black pepper/rye spice; Baking spices (cinnamon/clove); Herbal/dill; Mint/eucalyptus; Citrus peel/zest; Dried fruit (cherry/raisin); Vanilla; Caramel/toffee; Maple/brown sugar; Toasted oak/char; Chocolate/cocoa; Floral; Earthy/grainy; Rye bread.maxdiff Guides blending, finishing, and tasting-note emphasis for future releases.
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When sipping rye neat, which proof range do you prefer? Under 90; 90–99; 100–109; 110–119; 120+.single select Informs proofing decisions for core rye expressions.
Given the small sample, treat outputs as directional. Lists can be tailored to local market language or pared down if survey fatigue is a concern.
Study Overview
Updated Jan 21, 2026
Research question: How do US consumers perceive premium rye and craft distillers-specifically WhistlePig-versus heritage brands; what defines “premium”; will they spend >$75; and does “rebellious” positioning appeal or feel authentic.
Who: Six US whiskey consumers (mid-30s to mid-50s) across TX, PA, and CO, a mix of blue-collar and white-collar buyers.
What they said: “Premium American” splits into two lanes-heritage Kentucky up-tier single-barrel/barrel-proof for value and consistency, and craft rye (e.g., WhistlePig) for sipping, Manhattans, and gifting-while Jack/Jim base SKUs aren’t “premium” by default; WhistlePig is rye-forward and polished but often carries a perceived “craft tax.”
Premium drivers: liquid-first performance (layered nose, balanced palate, oily mouthfeel, long clean finish), higher proof (~100+), transparency (age, mashbill, provenance), and consistency; most rarely spend over $75 except for proven single-barrels, barrel-proof, or special occasions, with aesthetics mattering mainly for gifts.
Main insights: Attitude-first “rebellious” branding is broadly rejected unless the “receipts” are visible-production transparency, repeatable flavor, fair pricing, and real availability-so price-to-pleasure and replaceability win over hype; heritage up-tier SKUs compete strongly on value, while WhistlePig wins specific use cases when price aligns.
Takeaways: Anchor the brand to liquid-first proof points and the Manhattan use-case; publish one-page transparency specs (QR) and enforce MSRP discipline below the common $75–$100 ceiling; avoid scarcity theater and heavy-packaging gimmicks.
Prioritize a consistent 100+ proof, preferably non-chill-filtered core rye; tighten store-pick curation with clear sensory targets; and focus distribution in active markets (Austin, Philly, Front Range) to drive repeat purchase.
Measure success via MSRP adherence, repeat rates, Manhattan velocity, ACV, and QR engagement to prove value-for-price.
Who: Six US whiskey consumers (mid-30s to mid-50s) across TX, PA, and CO, a mix of blue-collar and white-collar buyers.
What they said: “Premium American” splits into two lanes-heritage Kentucky up-tier single-barrel/barrel-proof for value and consistency, and craft rye (e.g., WhistlePig) for sipping, Manhattans, and gifting-while Jack/Jim base SKUs aren’t “premium” by default; WhistlePig is rye-forward and polished but often carries a perceived “craft tax.”
Premium drivers: liquid-first performance (layered nose, balanced palate, oily mouthfeel, long clean finish), higher proof (~100+), transparency (age, mashbill, provenance), and consistency; most rarely spend over $75 except for proven single-barrels, barrel-proof, or special occasions, with aesthetics mattering mainly for gifts.
Main insights: Attitude-first “rebellious” branding is broadly rejected unless the “receipts” are visible-production transparency, repeatable flavor, fair pricing, and real availability-so price-to-pleasure and replaceability win over hype; heritage up-tier SKUs compete strongly on value, while WhistlePig wins specific use cases when price aligns.
Takeaways: Anchor the brand to liquid-first proof points and the Manhattan use-case; publish one-page transparency specs (QR) and enforce MSRP discipline below the common $75–$100 ceiling; avoid scarcity theater and heavy-packaging gimmicks.
Prioritize a consistent 100+ proof, preferably non-chill-filtered core rye; tighten store-pick curation with clear sensory targets; and focus distribution in active markets (Austin, Philly, Front Range) to drive repeat purchase.
Measure success via MSRP adherence, repeat rates, Manhattan velocity, ACV, and QR engagement to prove value-for-price.
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