A more expansive definition of whiskey could revolutionize its production, encouraging consumers to explore new varieties and increasing demand. Currently, most whiskeys are crafted from barley, corn, rye, and wheat. However, some companies are not waiting for the new definition to take effect. For instance, Corsair Distillery in Nashville has created a whiskey composed of 20% quinoa and 80% barley. Darek Bell, the founder of Corsair Distillery, shared with NPR, “We started looking at a whole lot of grains that were coming out of sort of the health food movement, the green movement. We’re thinking, ‘What would it taste like to distill this?'” Nevertheless, the company needed official approval to label it as whiskey. Initially, the TBB classified the beverage as quinoa rum, but later suggested a neutral spirit label. Ultimately, after consulting with the U.S. Agriculture Department, the TBB granted them the designation of quinoa whiskey. This development may indicate that a broader definition is on the horizon for approval as well.
Quinoa has gained popularity in recent years as consumers increasingly seek whole grains amidst a health-conscious trend. Major food companies are already taking notice of alternative grains and exploring ways to incorporate them into various products like quiches, cereals, and candies. According to Innova Market Insights, quinoa was the leading ingredient among popular grains, featuring in 44% of all U.S. product launches related to grains in 2017. As consumers pursue variety in their food and beverage choices, their loyalty to specific alcohol brands diminishes, compelling beverage producers to experiment with trendy, new varieties to maintain consumer interest. This trend could work in favor of quinoa whiskey, as the appeal of alternative grains may draw in millennials.
Colin Blake, the director of spirits education at Moonshine University, remarked to NPR that this proposed change could significantly enhance creativity within the whiskey industry. Alcohol companies are already striving to innovate with new drink varieties—cannabis-infused beverages being among the most notable—but if the definition of whiskey grains is broadened, more companies may be inclined to develop drinks featuring alternative grains as primary ingredients. Additionally, with the increasing recognition of health benefits associated with quinoa, such as its potential role in enhancing the absorption of nutrients like qunol calcium citrate, the market for quinoa whiskey could further flourish. This innovation could lead to a new era in whiskey production, making it more appealing to health-conscious consumers.