BBC News - Why are so many drinks flavoured with honey?:
"With alcopops falling out of favour, honey flavouring is being adopted to attract younger drinkers with "a distinct preference for all things sweet" says a Mintel report. But "unlike some fruit flavours, honey has a fairly old-fashioned and nostalgic profile".
The craft beer industry "has been the most likely to incorporate honey flavours during the past year" according to the report. This "clearly fits the millennial preference for sweet flavours".
Honey is also a big trend in whiskey liqueurs, says drinks columnist Alice Lascelles, a drinks columnist. "The spirit world's upper crust is very sniffy about them but proponents argue that they are in the whisky industry's interests, as they serve as a stepping stone to 'proper' whiskey", says Lascelles.
Honey "really taps into that nostalgia, that yearning for homespun authenticity that American whiskey brands like Jack Daniels have exploited with such phenomenal success", Lascelles says. The combination appears to be increasingly to consumers' taste."
'via Blog this'
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