For the first quarter of 2021, Bulleit continues its dominance on the online platform Drizly, which connects to 4,000 liquor stores across the country.

It was the top seller on the site last year, which sold for $1.1 billion, and owned the top spot on drizly throughout 2020. Reasoning: Simple. Diageo, Bulleit’s parent company, has focused on digital marketing. And while these sales do not necessarily encompass the entire industry, it’s excellent data toward what online buyers are getting.

The next big winner is Beam Suntory with four in the top 10. Maker’s Mark came in at No. 2, while Jim Beam finished 4th, Basil Hayden’s 5th and Knob Creek 9th.

Somewhat perplexing is how the seemingly impossible-to-find Blanton’s continues to be in the top 10 on these Drizly lists. It was in the top 10 all of last year and finished No. 8 here. Most Drizly affiliated stores are marking up Blanton’s significantly, perhaps showing that the online market is where Blanton’s thrives.

Also, puzzling is the bourbon geek champion, Wild Turkey, only has one brand in the top 20, with Wild Turkey 101 at No. 13. I don’t think that this is an indication of the brand slipping in the marketplace. Rather, its audience doesn’t shop on Drizly.

Drizly Top 20, Q1 2021