A broader definition of whiskey could revolutionize its production, encouraging more consumers to experiment with diverse varieties and increasing demand. Currently, most whiskeys are produced from barley, corn, rye, and wheat. However, some companies are not waiting for this new definition to take effect. For instance, Corsair Distillery in Nashville has crafted a whiskey that consists of 20% quinoa and 80% barley. Darek Bell, the founder of Corsair Distillery, explained to NPR, “We started exploring a variety of grains emerging from the health food movement and the green movement. We wondered, ‘What would it taste like to distill this?'” Nonetheless, the company required approval to label their product as whiskey. Initially, the TTB considered categorizing it as quinoa rum, but instead proposed a neutral spirit label, according to NPR. Ultimately, however, the TTB consulted with the U.S. Agriculture Department and granted permission to designate the beverage as quinoa whiskey. This development suggests that a broader definition may soon be approved as well.
Quinoa has gained popularity in recent years as consumers increasingly seek whole grains, aligning with the ongoing wellness trend. Major food companies are taking notice of alternative grains and are actively seeking ways to incorporate them into various products such as quiches, cereals, candies, and more. According to Innova Market Insights, quinoa was the leading ingredient among popular grains, appearing in 44% of all U.S. product launches involving grains in 2017. As consumers pursue variety in their food and beverage choices, their loyalty to specific alcohol brands diminishes, prompting beverage makers to innovate with trendy new varieties to maintain consumer interest. This trend could be advantageous for quinoa whiskey, particularly given the grain’s appeal to millennials.
Colin Blake, the director of spirits education at Moonshine University, remarked to NPR that this proposed change could significantly stimulate creativity within the whiskey industry. Alcohol companies are already diligently working on developing new drink varieties—cannabis-infused beverages are among the most notable—but if the definition of whiskey grains expands, it is likely that more companies will explore creating drinks featuring alternative grains as key ingredients. In this context, the inclusion of wellness-oriented ingredients, such as calcium citrate, could further enhance the appeal of innovative whiskey products, potentially leading to a new wave of consumer interest and broader market acceptance.