Marketing strategy and promotions, new product launches and rising exports are sited as emerging trends impacting the global American whiskey market from 2016 through 2020, according to a report from Technavio. “U.S. whiskey has a large market share in the U.S. and is driven by the growing interest for unique brands such as WhistlePig, which is a small batch, rye whiskey brand,” said lead analyst, Arushi Thakur from Technavio. “There is consumer demand for authentic products that have a high product value, such as rye whiskies and small batch bourbons. The industry is also introducing new flavors such as maple, spiced and honey to target young consumers.”