VODKA TRENDS

One of the biggest trends for vodka has been a continued shift to larger package sizes at retail . This started in the earliest days of the pandemic , when shoppers stocked up for home consumption .

“ We ’ ve seen a big push into the 1.75 ’ s from the 750 ’ s ,” says Ryan Sass , vice president of customer development and strategy of national accounts for distributor Southern Glazer ’ s Wine & Spirits . “ It ’ s gained 3 % share since the pandemic started which is a pretty significant increase . I think that ’ s a pretty important thing because it ’ s a higher dollar spend .”

The types of vodkas coming out are also evolving , with newer varieties touting “ better-for-you ” formulations , including all-natural ingredients , no sugar , zero carbs and less alcohol . Many brands now promote vodkas with more premium or natural ingredients , Sass notes , such as Grey Goose Essences ’ line of botanicals , Ketel One Botanical and Plume & Petal .

“ We are seeing these flavor components that are more herbal essence than the traditional , kind of candy sweetness that we saw like five years ago , and sometimes even a lower-alcohol content ,” he says . Some retailers have even added better-for-you sections in their stores to prominently display lower-alcohol items together , he adds .

FRESH FLAVORS Flavored vodkas overall have grown 5 % of share on the online alcohol ordering and delivery platform Drizly since 2019 . Citrus flavors dominate , as the subcategory is led by brands such as the lemonade-inspired Pink Whitney by New Amsterdam vodka , Deep Eddy Lemon vodka , Ketel One Botanical Grapefruit and Rose , Deep Eddy Ruby Red vodka and Absolut Citron vodka .

“ Some of the flavors have been really taking off ,” says Tasha Zonski-Armijo , manager and owner at Jubilation Wine & Spirits in Albuquerque , NM . Lavender-flavored vodkas , in particular , are having their moment , she says .

“ Deep Eddy has some really amazing flavors , like their lime and their cranberry ,” Zonski-Armijo adds . “ Those have been doing really well .”

She also observes that regionality plays a role in flavor preferences . New Mexico , for instance , veers towards spicy flavors . “ One of our big things is green-chili-infused vodkas . A lot of people will use that for their Bloody Mary .”

Among the fast-moving brands that Sass has tracked is new brand Truly Vodka , a collaboration between Beam Suntory and Boston Beer Co .’ s Truly Hard Seltzer . It ’ s offered in three flavors inspired by Truly ’ s most popular hard seltzers : Strawberry Lemonade , Wild Berry and Pineapple Mango .

Craft distillers experiment with innovative infusions . For example , the San Diego-based 619 Spirits ’ infused varieties include coffee , pickle , cucumber and rose petal .

Vodka is “ a blank palette on which I can create really cool infusions ,” says Nick Apostolopoulos , the company ’ s president . 619 also tries to work with local suppliers , procuring coffee from a local roaster who creates a special blend just for them , and buying rose

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Truly Vodka , a collaboration between

Beam Suntory and Boston Beer Co .’ s Truly Hard Seltzer , launched earlier this year .

Anchorage Distillery uses local barley in its vodka production . petals from a nearby farm .

Another brand called Good Vodka combines vodka with an innovative message about sustainability . The company produces its vodka using the skin and pulp of the coffee fruit that is typically discarded . “ It ’ s very clean and crisp , but it ’ s got a hint of a coffee note in the background ,” says Zonski-Armijo .

The Black Infusions brand creates its vodkas using dried fruit and says all its products are free of artificial sugars , flavors and colors . The portfolio includes Dark Cherry , Black Fig and Gold Apricot flavored vodkas .

StateWays | www . stateways . com | Fall 2022