# Toasted Marshmallow Whiskeys Swiss Miss and Hotel Tango Distillery Concoct the ’Shmallow Whiskey By Amy Duong | Published 2024-10-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/shmallow-whiskey References: [yandl](https://yandl.com/brands/hotel-tango/swiss-miss-shmallow) & [hoteltangodistillery](https://hoteltangodistillery.com/spirits/swiss-miss)  [Swiss](https://www.trendhunter.com/trends/hot-cocoa-candle) Miss is a comfort drink company and it has joined forces with [Hotel Tango Distillery](https://www.trendhunter.com/trends/shmallow-toasted-marshmallow-bourbon) to create the ’Shmallow whiskey.' It is a toasted marshmallow libation that brings a familiar sense of sweetness to the palette. The distillery is veteran-owned and it adds depth to the finely crafted bourbon drink. It has 30% ABV which fuses a touch of indulgence and sophistication. The whiskey also elevates some notes of chocolate and toasted marshmallows that are perfect with a smokey undertone. In terms of the branding aesthetic, the creative agency [Young & Laramore](https://www.trendhunter.com/trends/vogo-party-pouches) has created a unique style with a vintage flair; the team ensured to merge both of the contributing brands' aesthetics including the Hotel Tango cat mascot. Image Credit: Young & Laramore ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 89% | Activity: 93% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Dessert-inspired Alcoholic Beverages:** Alcoholic beverages inspired by familiar desserts like the toasted marshmallow whiskey combine comfort flavors with adult indulgence. - **Veteran-owned Craft Distilleries:** Craft distilleries owned by veterans, like Hotel Tango, are gaining attention for their blend of quality craftsmanship and unique brand stories. - **Collaborative Brand Creations:** Collaborations between comfort food brands and beverage makers, such as Swiss Miss and Hotel Tango, are creating unique products that appeal to niche markets. ### Who This Affects Most - **Alcoholic Beverages:** The alcoholic beverage industry is seeing a rise in the popularity of unique flavor combinations and ingredients. - **Comfort Foods:** Comfort food brands are expanding their product offerings into new markets by collaborating with other companies. - **Branding and Design:** Innovative branding and design are crucial in differentiating new products in a crowded market, as seen in the vintage flair of the ’Shmallow whiskey. ## Related on Trend Hunter - [Toasted Marshmallow Bourbons](https://www.trendhunter.com/trends/shmallow-toasted-marshmallow-bourbon.md) - [Nostalgic Camping-Inspired Whiskies](https://www.trendhunter.com/trends/smores-whiskey.md) - [Premium S'mores Whiskeys](https://www.trendhunter.com/trends/mash-mallow.md) - [Campfire Treat-Flavored Liqueurs](https://www.trendhunter.com/trends/baileys-smores.md) - [Campfire-Inspired Cocktails](https://www.trendhunter.com/trends/campfire-inspired-cocktail.md) - [Toasted Marshmallow-Flavored Coffees](https://www.trendhunter.com/trends/marshmallowflavored-coffee.md) - [Mouth-Watering Beverage Collaborations](https://www.trendhunter.com/trends/swiss-miss-cinnamon-toast.md) - [S'mores Chocolate Bars](https://www.trendhunter.com/trends/smores-chocolate-bar.md) - [Cacao-Infused Whiskeys](https://www.trendhunter.com/trends/the-macallan-harmony-collection.md)