Ready-to-drink ( RTD ) beverages have captured share recently , but vodka still commands a fair amount of the alcohol beverage sector , says Zachary Poelma , senior vice president of strategy & insights for the distributor Southern Glazer ’ s Wine & Spirits . “ Vodka is about 25 % of the total spirits category volume and will likely remain around that size , as we expect growth to remain about in line with total spirits growth when you exclude RTDs ,” he says .

Vodka category volume fell about 4 % for depletions from industry wholesalers looking at the on- and off-premise industry , says Poelma . But when you look at retailers and how their vodka business did , “ third-party data sources like Nielsen put industry trends down about 1.5 %,” he says .

“ Retailer inventory destocking played a role in 2023 trends , where the consumer takeaway outpaced what distributors like SGWS were selling during this same time period ,” Poelma continues . “ This growth was really led by the premium price tier , which makes up almost half of the category , and was the primary price tier that grew within vodka in 2023 .”

PLAYING WITH UNIQUE BASE INGREDIENTS

Most vodka is made from fermented grains such as corn , wheat or rye , though other ingredients can be used . “ I think you ’ ll see innovation in this space where brands continue to test new and different base opportunities that are different from some of the traditional bases used historically in vodka ,” says Poelma .

For instance , Hali ' imaile Distilling Co . makes its Pau Maui vodka from the Maui Gold pineapple , which the company says is ideal for fermentation because of its high sugar content , though the vodka has no distinct pineapple taste .

British vodka Pod , made from 100 % peas , does have sweet vegetal pea notes , according to the company . New Zealand ' s Broken Shed is distilled from whey .

Fierce & Kind makes its vodka with corn , which gives the spirit botanical notes due to the corn ’ s sweetness , says founder Basem Harb . “ Whether you ’ re at a fine restaurant or working with some of the best mixologists , ingredients matter ,” he notes . “ It ’ s important to create a spirit that consumers would rather sip on than mix it with other ingredients .” While many vodkas are filtered through charcoal to remove impurities and improve taste , Zakuska vodka is not filtered at all . Why not ?

“ When I started this brand , I reached out to 40 or 50 distillers across the U . S . and asked them to send me samples ,” says Zakuska owner Arthur Revechki . “ I taste-tested for about six months straight , and the one that stood out the most and actually had taste ended up being unfiltered ,” he says . “ While there ’ s nothing wrong with filtering , what we ’ re able to get with our vodka is the mash that we use by KRYSTINA SKIBO

28 Beverage Dynamics • Summer 2024 www . beveragedynamics . com