In recent years, the world of whiskey has undergone a seismic shift, blurring traditional boundaries and redefining perceptions. The Whisky Exchange, one of the world’s largest and most esteemed online retailers for various types of whiskey, has consistently been at the forefront of this evolution. As part of their annual tradition, they evaluate their extensive inventory, which boasts over 9,000 different expressions, to reveal the most popular whiskey among consumers. The results for 2025 have arrived, and they reveal American whiskey’s growing dominance in an arena historically dominated by Scotch and Irish varieties.
This year, in a surprising turn of events, the top-rated whiskey hails from the United States, specifically Kentucky, rather than the highlands of Scotland or the distilleries of Ireland. Unlike many whiskey competitions that rely heavily on expert judging panels, The Whisky Exchange steers away from elitism; they prioritize the preferences of the enthusiasts and customers who truly drive the market performance. This consumer-based approach emphasizes inclusivity, making their annual competition a reflection of genuine public sentiment around different whiskey offerings.
The crown this year goes to New Riff Bottled in Bond, a bourbon that has carved out a niche for itself since its establishment. This particular bourbon is not only financially accessible, retailing for around $42, but it also adheres to the stringent bottled-in-bond guidelines, which mandate a minimum aging period of four years in newly charred American oak barrels and an alcohol content of 100 proof. However, what sets New Riff apart from other bourbons is its use of non-GMO grains and a pronounced rye content of 30%, delivering a unique flavor profile that resonates with whiskey aficionados seeking something special.
Upon swirling the bourbon in the glass, one is greeted with an uplifting aroma rich in butterscotch and cardamom. The complexity continues on the palate, where sweetness intertwines with savory notes, ultimately leading to an extended finish enriched with dark berry fruits and the warm spiciness of clove and cracked pepper. This balance showcases not just a crafted spirit but a testament to New Riff’s dedication to quality and innovation in bourbon production.
What truly emphasizes the significance of this achievement is the competition it faced. The 2025 shortlist featured several distinguished entrants from the UK and Ireland, including renowned names like Glenglassaugh Portsoy and Glen Scotia. These expressions are celebrated for their craftsmanship, yet New Riff emerged victorious, thereby proving its status among giants. This underscores an important narrative in the whiskey industry: American whiskey, particularly craft options, is challenging the often unshakeable prestige that Scotch and Irish whiskies have held for centuries.
Dawn Davies, the head buyer at The Whisky Exchange, commented on the competition and its outcomes, stating, “Blind tasting is always a great way to remove all preconceptions about liquid.” This sentiment perfectly encapsulates the changing dynamics in the whiskey world, where the preconceived notions about American whiskey’s lack of depth are increasingly being dismantled.
The acclaim for New Riff is not merely an isolated incident. Alongside this bourbon accolade, another American distillery, Copperworks Distilling from Seattle, received recognition for its innovative Release 046 single malt. This “New Wave” award highlights further evidence of American distilleries’ capacity for creativity and the remarkable progress made in whiskey distillation.
As the whiskey landscape shifts, consumers are becoming more open-minded. They are increasingly recognizing the superior flavor profiles and complexities present in American offerings. The triumphs of New Riff and Copperworks serve as signals of a broader trend: American distillers are gaining ground in a global market once dominated by their traditional counterparts.
For traditional whiskey enthusiasts, particularly those with a steadfast allegiance to the classic distilleries of Scotland and Ireland, these developments may serve as a wakeup call. The world of brown spirits is evolving, and the dominance of Scotch and Irish whiskey is no longer guaranteed. In a globalized market, flavor, complexity, and drinkability now matter more than illustrious histories. As brands like New Riff introduce new flavors and innovations, we may witness an increasingly welcoming attitude toward what American whiskey has to offer. This competition illustrates how the definition of quality and excellence in whiskey is becoming more inclusive, signaling an exciting new era in the world of spirits.