Vodka
made with all-natural ingredients and has 0 carbs and 0 sugar .” Often those three characteristics mentioned above come tied together in a cohesive brand package .
“ In 2022 , 33 % of consumers in the US spent $ 50 or more on a bottle of alcohol . Many of these consumers are Millennials and Gen Zers , with the conversation centering on sustainability and provenance and their impact on premiumization ,” says Ginley , President of NV Group . Their Smoke Lab Vodka is “ sustainably crafted one batch at a time , in [ India ’ s ] first zero carbon-footprint distillery . It is crafted with locally sourced , superior-quality Basmati rice , and pure Himalayan spring water , both ingredients indigenous to the brand ’ s native provenance .”
Vodka , of course , is far from the only alcohol category tapping into this modern consumer desire for products that reflect local terroir and culture . Wine has taken this route forever , while whiskey has recently put a significant spotlight on where brands come from and how they represent what ’ s nearby .
“ People are getting used to brands coming with provenance ,” says Meglan of Southern Glazer ’ s . “ It ’ s all about transparency , educating consumers while providing them with a tasty beverage .”
Vusa Vodka uses South African sugarcane sourced locally , aimed at creating flavors and branding that can stand out in a crowded market .
“ We believe provenance and premiumization is critical to creating distinctive and differentiated vodka products ,” says Timeyin . “ Taking both into account allows us to introduce character , without sacrificing quality , and enables us to introduce consumers to flavors and personality informed by our provenance .”
“ As an African brand , we are particularly bullish about the importance of African provenance and its influence on the character and flavor of our vodka ,” he adds . “ We are sugarcane vodka from Africa , full of African character and flavor .”
Seeking brands with genuine provenance is similar to what drives consumers towards brands with social values .
“ Consumers are becoming increasingly aware of the products they are buying and the impact they have on the environment ,” says Clerc of Moet Hennessy USA . “ As such , we ’ ve seen an increased demand for organic vodka in the market . We know that people want to know what they ’ re consuming , which is why we ’ ve always been transparent about the ingredients and processes that go into making a bottle of Belvedere . We use rye from Poland and purified water to make every batch of Belvedere , with zero additives . We ’ re proud to
offer people a product that they can enjoy and feel good about purchasing .”
“ The same is true for provenance ,” she adds . “ Belvedere is produced in one of the world ’ s longest-operating Polish distilleries , founded in 1910 , and is part of a 600-year heritage of vodka-making tradition . Our rich heritage is something that we ’ re immensely proud of , and something that sets Belvedere apart from so many others in vodkas on the shelf .”
It all ties into the modern consumer ’ s need to see themselves in the products they buy .
“ Consumers are looking for a brand that they would be proud to serve and resembles their values ,” says Dhati at Absolut . “ Absolut ’ s ‘ Born to Mix ’ ethos demonstrates the power of mixing different people , perspectives and cocktails for an inclusive experience that brings people together .”
Brands that understand this are the ones that will maintain consumer attention in an ever-crowded category .
“ We ’ re seeing a major shift in the way consumers view their drinks from a sustainability standpoint . They want to know where — and how — their drinks are made , and as a result of this , we ’ re also seeing an increase in brand loyalty across the board ,” says Heins of Broken Shed Vodka . “ No matter where they go , they ’ re going to reach for the vodka that they know has sustainable practices , like Broken Shed , because it truly matters to them .” BD
20 Beverage Dynamics • May 2023 www . beveragedynamics . com