Vodka
LEADING BRANDS OF DOMESTIC VODKA |
BRAND |
SUPPLIER |
2021 |
2022 LY % CHG |
Tito ' s Handmade Vodka Fifth Generation |
11,010 |
11,603 |
5.4 % |
Smirnoff |
Diageo North America |
8,845 |
8,690 |
-1.8% |
New Amsterdam Vodka Spirit of Gallo |
5,990 |
5,800 |
-3.2% |
Burnett ' s Vodka |
Heaven Hill Brands |
2,226 |
2,003 |
-10.0% |
Platinum 7X |
Sazerac Co . |
1,945 |
1,999 |
2.8 % |
Deep Eddy |
Heaven Hill Brands |
1,844 |
1,953 |
5.9 % |
Barton ' s Vodka |
Sazerac Co . |
1,905 |
1,931 |
1.4 % |
Skyy |
Campari America |
2,150 |
1,850 |
-14.0% |
Skol Vodka |
Sazerac Co . |
1,588 |
1,680 |
5.8 % |
McCormick Vodka |
McCormick Distilling Co . |
1,509 |
1,597 |
5.8 % |
Total Top 10 Leading Domestic Vodka Brands |
39,012 |
39,106 |
0.2 % |
Other Domestic Vodka |
16,700 |
16,668 |
-0.2% |
Total Domestic Vodka |
55,712 |
55,774 |
0.1 % |
Total Vodka |
81,097 |
80,562 |
-0.7 |
America . “ Emerging from the pandemic and economic uncertainty , we ’ ve seen that people simply want fun and uncomplicated drinks they can make at home with just a few quality ingredients .”
It helps that the Martini is such a versatile drink . “ We ’ ve seen a lot of experimentation happening , with the Dirty Martini lately using different liquids to that touch of savoriness that makes it so iconic ,” says Jean-Marie Heins , chief marketing officer of Broken Shed Vodka . “ The Martini is still at the top of the list .”
Belvedere Vodka . “ Vodka Martinis , opposed to gin-based Martinis , are prominent at bars and restaurants again . So are Espresso Martinis , which entered the top 10 list of most ordered cocktails at U . S . bars in 2022 , according to research firm CGA by Nielsen IQ .”
For certain , classic cocktails such as the Martini and Cosmopolitan are finding their way back onto menus , “ and we have seen strong affinity for new stars , such as the Espresso Martini , to further solidify vodka ’ s popularity on premise ,” says Julie Yufe , senior vice president , vodka & rum at Diageo , which includes Smirnoff and Ketel One .
“ The Espresso Martini has taken the industry by storm , and the momentum just keeps continuing ,” says Reshma Dhati , senior brand director of marketing , Absolut . “ Vodka as a category has now fully recovered in the on-premise . When consumers take a night off from being their own bartender , they are ordering trendy vodka drinks like an Absolut Espresso Martini or Cosmopolitan .”
Martinis are having such a moment that they may have displaced a major competitor .
“ Martinis are trending and the cocktail has officially replaced the Moscow Mule as the no . 2 most-popular drink order last year , according to Nielsen IQ ,” says Aleco Azqueta , Grey Goose vice president of marketing , North
PREMIUM PRODUCTS Premiumization , in general , has been a boon for the industry . Even as the U . S . economy took hits from the pandemic , inflation and the recession that we may or may not be living through , or about to enter , consumers have remained interested in top-shelf alcohol as an affordable luxury . redients .”
“ Premiumization continues to drive volume in all segments of beverage alcohol ,” says Mike Ginley , president NV Group USA , producers of Smoke Lab Vodka . “ In 2022 , total spirits volumes were up 2 %, with premium-plus up 13 %. This trend holds true in the vodka category as well ; however , the upper end of trade-up is lower than that of the tequila and bourbon / whiskey categories .”
What exactly is premium vodka ? It takes many forms . One area where consumers are willing to spend more is for flavored variants .
“ Flavored vodkas are anticipated to maintain strong growth with expected CAGR of 4.5 %,” says Ginley . “ Within the flavored segment , consumer interest in natural and authentic flavors — spice , herb , citrus , vegetable — continues to gain traction .”
Diageo tapped into this trend with the 2020 launch of Smirnoff Spicy Tamarind , and 2023 roll out of Ciroc Honey Melon .“ Smirnoff Spicy Tamarind is the perfect balance of sweet and spicy , giving an unexpected twist to classic
28 • Fall 2023 www . cheersonline . com