Cheers Fall 2023 | Page 29

cocktails like the Margarita ,” says Yufe . “ Fruit flavors , in specific , have become the most-preferred flavors in alcoholic beverages .”

QUALITY AND AUTHENTICITY Other characteristics that provide premiumization in vodka include “ better-for-you ” ingredients , a sense of provenance and brands that share consumer values .

“ Consumers are more invested than ever in seeking out products with all-natural , high-quality ingredients , and the vodka category is no exception ,” says Azqueta of Grey Goose . “ Grey Goose Essences , our line of vodkas infused with real fruit and botanical essences , is 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 . 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 ,

Vusa Vodka cofounders Chris Frederick and Damola Timeyin .

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 .”

Every batch of Belvedere is made with rye from Poland and purified water , with zero additives , Clerc says . “ 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 . The vodka brand ’ 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 .

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