# Aged Whiskey Cologne Thierry Mugler's Intoxicating ‘A*MEN Pure Malt' Scent By Shelby Lee Walsh | Published 2009-06-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/whiskey-cologne-thierry-mugler-amen-pure-malt References: [nylonmag](http://www.nylonmag.com/?section=article&parid=3127) & [thierrymugler](http://www.thierrymugler.com/) Thierry Mugler knows how to make a scent intoxicating--just ask him about his new whiskey-inspired cologne. The scent is made, similarly to how whiskey is made, in oak casks and aged to perfection. The cologne is for men with heavy undertones of liquor goodness and is called, “A*MEN Pure Malt.” It may not be a sweet and feminine scent, but if you buy it for your boyfriend, I’m sure you won’t be able to resist a shot of his whiskey smell. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 40% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## 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 - **Whiskey-inspired Fragrances:** The trend of creating colognes and perfumes with whiskey-inspired scents presents an opportunity for fragrance companies to tap into the growing interest in unique and unconventional fragrances. - **Aging and Maturing Fragrances:** The trend of aging and maturing fragrances in oak casks, similar to whiskey aging process, offers an innovative approach for perfume manufacturers to create more complex and sophisticated scents. - **Masculine and Bold Fragrances:** The trend of developing colognes with heavy undertones of liquor goodness caters to the demand for more robust and unique scent profiles among men, providing perfume brands with a chance to differentiate themselves in the market. ### Who This Affects Most - **Fragrance Industry:** The fragrance industry can leverage the trend of whiskey-inspired fragrances to expand their product offerings and attract new customer segments. - **Luxury Goods Industry:** The luxury goods industry can explore the trend of aging and maturing fragrances to create premium and exclusive products that cater to the preferences of discerning customers. - **Men's Grooming Industry:** The men's grooming industry can capitalize on the trend of masculine and bold fragrances to develop innovative colognes that resonate with modern, confident men who want to make a statement through their scent. ## Related on Trend Hunter - [Rich Bourbon-Branded Colognes](https://www.trendhunter.com/trends/elijah-craig-char-no-3.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Mixology-Inspired Perfumes](https://www.trendhunter.com/trends/mixologist-parfums.md) - [Smoky Chocolate Fragrances](https://www.trendhunter.com/trends/french-cowboy-mezcal-chocolat.md) - [Refined Contemporary Colognes](https://www.trendhunter.com/trends/the-colognes-by-ds-durga.md) - [Perfume-Paired Whiskies](https://www.trendhunter.com/trends/perfume-and-whisky.md) - [Spiced Masculine Perfumes](https://www.trendhunter.com/trends/caswellmassey-oaire-eau-de-parfum.md) - [Leathery Country Singer Colognes](https://www.trendhunter.com/trends/ranger-station-x-waylon-jennings-hoss.md) - [Cocktail-Inspired Fragrances](https://www.trendhunter.com/trends/pepe-jeans-london-fragrances.md)