The newly appointed editor-in-chief of Esquire Magazine, Michael Sebastian, recently told the press that he wants to get away from the idea that the magazine's reader is "a middle-aged white guy who likes brown liquor and brown leather"). Which should send chills down the ad dept's spine working on those Scotch and bourbon accounts!
True, Millennials may drink more vodka-which the U.S. Standards of Identity defines as "neutral spirits so distilled, or so treated after distillation with charcoal or other materials, as to be without distinctive character, aroma, taste, or color"-but overall, whiskey is second and rum third (though white rums dominate that category) in total volume and sales. (I have no figures for the sales of brown leather.)