The Top 10 Best-Selling Bourbons in the U.S. And a Few Other Observations
The Top 10 Best-Selling Bourbons in the U.S. are not a rating or a recommendation of quality, they are just factored on sales activity from industry sources. As someone who makes vodka for a living, I have to confess my love of good bourbon. So, take heart, many of my favorites are not on the list of Top 10 Best-Selling Bourbons in the U.S., but surprisingly a few did appear on our list.
Making vodka is not considered among the elite disciplines of distilling (whatever “elite” means), and I am fine with that. I’ve seen my share of so-called “Master Distillers” at bourbon distilleries and some walk around like peacocks for producing a procured product and charging a small fortune. Nothing wrong with taking a victory-lap when it’s deserved (and nothing wrong with procured products handled properly), but we have entered an era of participation-trophy cockiness that simply says we are in an over-serviced marketplace. The barriers to entry have dropped fast and the market was chasing anything that started with a “B.” That’s a sure-fire way to devalue a market fast.
I’ve been around long enough to spot a bubble when I see one. It is great to see a younger generation getting involved, it bodes well for the future. But, when teens and 20-somethings are strutting around calling themselves Master Distillers, you know it’s time to sell. When someone who has never seen the inside of an actual distillery starts filling fancy bottles with procured juice and charges $60-$70 without adding some value, it’s hard not get a little jaded. I miss the days when you could sip a neat whiskey and just enjoy it without having to be a poet to describe why you like it.
A Rocky Road Ahead
Unfortunately, some really great upstarts (including some young players) will get hurt in this downturn. Let’s hope it’s a healthy correction and we get back to basics soon.
Bourbon, a quintessential American whiskey, has experienced a meteoric rise in popularity over the past two decades. Once considered a regional spirit with niche appeal, bourbon has transformed into a global phenomenon, attracting collectors, investors, and casual drinkers alike. This explosive growth led to a speculative market, with limited editions and rare releases fetching astronomical prices. However, as 2024 draws to a close, the bourbon market faces a stark reality: the speculative bubble is beginning to burst.
This article ranks the top ten best-selling bourbon brands and examines how the industry reached its peak, how prices became inflated, and why the market correction is now underway.
The Bourbon Boom: Two Decades of Growth
Over the past 20 years, bourbon has seen unprecedented growth, driven by several factors. The craft spirits movement, the rise of cocktail culture, and increased global demand all played major roles. Bourbon’s authenticity, deep-rooted American heritage, and small-batch craftsmanship appealed to consumers seeking premium spirits.
Major brands ramped up production, and distilleries expanded their operations to meet demand. Meanwhile, limited-edition releases from distilleries like Buffalo Trace, Four Roses, and Blanton’s sparked intense hype. These sought-after bottles became status symbols, leading to price inflation and a surge in bourbon collecting and investing.
As bourbon demand soared, secondary markets emerged where rare bottles sold for hundreds or even thousands of dollars. Enthusiasts and speculators alike stockpiled premium bottles, expecting values to continue rising indefinitely. This speculative frenzy led to bourbon shortages, longer allocation lists, and a market disconnected from real consumer demand.
RELATED ARTICLE: THE BOURBON BOOM: REAL OR AN ILLUSION?
The Top 10 Best-Selling Bourbons in the U.S.
Despite the shifting market, the following brands remain the best-selling bourbons in the United States, reflecting their widespread consumer appeal.
1. Maker’s Mark
Maker’s Mark consistently ranks as a top seller, known for its wheated mash bill and signature red wax seal. Its smooth profile and balanced sweetness make it a versatile choice for cocktails and sipping.
2. Bulleit Bourbon
Bulleit Bourbon’s high-rye mash bill delivers a bold, spicy character, making it a favorite among whiskey enthusiasts. Its growing popularity in craft cocktails has further solidified its market position.
3. Woodford Reserve
Woodford Reserve is known for its complex flavor profile, featuring over 200 detectable tasting notes. Its premium branding and strong distribution channels have contributed to its commercial success.
4. Jim Beam
As one of the best-selling bourbons worldwide, Jim Beam offers a classic, approachable flavor profile. Its affordability and name recognition keep it a staple in homes and bars alike.
5. Basil Hayden’s
This high-rye bourbon delivers a light, spicy character with hints of citrus and mint. Its softer profile attracts both new and experienced whiskey drinkers.
6. Four Roses
Four Roses produces several bourbon expressions, each known for smoothness and balanced flavors. Its Single Barrel and Small Batch releases have boosted its reputation among connoisseurs.
7. Blanton’s
Blanton’s, the original single-barrel bourbon, remains a collector’s favorite. Its rich caramel and citrus notes, combined with limited supply, have driven demand in both retail and secondary markets.
8. Evan Williams
Evan Williams offers a smooth and easy-drinking experience at an accessible price. Its broad appeal has made it one of the best-selling bourbons in the U.S.
9. Buffalo Trace
Buffalo Trace’s deep, caramelized flavors and strong brand loyalty make it a staple in the premium bourbon category. However, its availability has been impacted by speculative demand.
10. Angel’s Envy
Finished in port wine barrels, Angel’s Envy delivers a refined, slightly sweet bourbon experience. Its unique aging process has helped it stand out in the crowded market.
The Bourbon Bubble and Market Correction
While bourbon’s popularity skyrocketed, so did its price. Speculative buying, fueled by artificial scarcity and investment hype, created a bubble where even average bourbons were selling at premium prices. Some enthusiasts hoarded bottles, assuming values would continue climbing.
By 2023, signs of market fatigue began emerging. Consumers grew frustrated with skyrocketing prices and limited availability. Many turned to alternatives like rye whiskey, Scotch, and even craft rum. Meanwhile, distilleries, having expanded production to meet demand, started releasing more bottles than the market could absorb.
Now, as 2024-2025 unfolds, bourbon prices are correcting. Limited-edition releases that once commanded extreme markups are sitting on shelves. The secondary market, once booming, has seen a decline in resale values. Allocations that once disappeared instantly are becoming more available. Retailers and speculators holding overpriced inventory are beginning to lower prices, signaling the end of the bourbon bubble.
So it’s not surprising that many of the picks on the Top 10 Best-Selling Bourbons in the U.S. are moderately-priced bottles.
What’s Next for Bourbon?
While bourbon remains a staple of American whiskey, the days of unsustainable hype are fading. Consumers are shifting back to reasonably priced bottles for everyday enjoyment rather than chasing inflated rarities. This shift benefits casual drinkers, as availability improves and prices stabilize.
Distilleries may also adjust strategies, focusing on long-term brand building rather than artificial scarcity. Brands with genuine quality and strong consumer loyalty—like those listed above—will continue thriving, while speculative brands may struggle.
The bourbon boom was an extraordinary period of growth, but like all market bubbles, it had to burst eventually. Now, the industry is returning to balance, offering bourbon lovers a more accessible and enjoyable drinking experience.
DATA POINTS: SPIRITS BY THE NUMBERS
The bourbon market has experienced significant speculative activity over the past decade, with enthusiasts purchasing and holding bottles in anticipation of rising values. This trend has led to notable price inflation and market dynamics.
Secondary Market Price Increases
Research indicates that from 2011 to 2019, secondary market prices for bourbon increased by approximately 9.1% annually. Between 2014 and 2018, this growth accelerated to about 18% per year. These figures highlight the robust demand and speculative interest during that period.
Production and Inventory Levels
Kentucky, producing over 95% of the world’s bourbon, reported a record 12.6 million aging barrels in 2024. This equates to more than two barrels per resident, underscoring both the industry’s growth and the accumulation of significant inventories.
Market Correction Indicators
Recent developments suggest a market correction is underway. In 2024, the volume of U.S. whiskey sales, including bourbon, declined for the first time since 2002, with a sharper drop observed that year. This downturn has led to job cuts, halted expansion plans, and increased financial strain, particularly on smaller distillers.
These data points reflect the speculative nature of bourbon purchasing and the subsequent market adjustments affecting the industry.
