Firm Points to Historical Cycles, Disciplined Supply, and Resilient Demand as Indicators of Bourbon’s Enduring Long-term Strength
(PRUnderground) August 19th, 2025
InvestBev, the leading private equity firm dedicated exclusively to the adult beverage industry, today addressed recent headlines surrounding bourbon valuations and broader alcohol market concerns. While acknowledging the near-term repricing of barrel assets, the firm emphasized that the adjustment mirrors historical cycles — particularly the well-documented 1980s bourbon correction — and is an essential foundation for sustainable long-term growth.
“Every asset class experiences periods of correction,” said Brian Rosen, General Partner of InvestBev. “What we are seeing today is not dissimilar to the bourbon downturn of the 1980s, when oversupply, shifting consumer preferences, and health trends pressured the industry. Yet that reset ultimately gave rise to the modern bourbon boom, with premiumization and global demand creating one of the strongest multi-decade growth stories in consumer goods. This recalibration is history repeating itself — and it is setting the stage for the next wave of growth.”
Bourbon Market Realities — and Why the Future is Bright
- Supply is contracting: Bourbon barrel production is down 12–15% in 2025 vs. 2023, a deliberate pullback by distillers to rebalance inventories.
- Demand remains sticky: More than 92% of Kentucky bourbon is consumed domestically, insulating the category from tariff and export volatility.
- Premium spirits are thriving: Even in a period of moderation, premium spirits sales grew +4.8% in 2024, outpacing broader alcohol trends.
- Historical precedent matters: The 1980s correction, once viewed as a crisis, became the launching pad for bourbon’s global renaissance.
Reframing the Narrative
The firm underscored that while recent headlines have focused on volatility, they overlook the category’s fundamentals. Bourbon remains an American-made, culturally entrenched, and globally aspirational product. With today’s disciplined supply adjustments and premiumization trends intact, bourbon continues to stand as a non-correlated hard asset class with long-term stability and upside potential.
“The current headlines may suggest turbulence, but the fundamentals of bourbon remain intact,” Rosen added. “Just as the 1980s reset laid the foundation for bourbon’s resurgence, this reset will do the same for the decades ahead. Patience and disciplined capital will be rewarded.”
About InvestBev
InvestBev is the largest private equity platform dedicated to the global beverage industry, with $250 million in assets under management. Founded by third-generation industry veteran Brian Rosen, the firm invests across barrels, brands, and industry-adjacent services, providing equity, credit, insurance, and advisory solutions. InvestBev’s mission is to deliver superior returns while strengthening the long-term health and resilience of the alcohol beverage ecosystem.
Learn more: Website | LinkedIn
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Original Press Release.
