AMERICAN VODKA by THOMAS HENRY STRENK
THE
Made in the USA , domestic vodka celebrates range and diversity .
Domestic vodka , like America itself , is diverse , with distinct DNA for each brand . Lately , American-made vodka has lots to celebrate . The quality is there , sales are up and brands are proliferating - sea to shining sea .
“ Recently , American vodka brands have stepped up their game and have been focusing on distillation , quality of original ingredients and the care put into production ,” says Michael Sachs , director of marketing for E .& J . Gallo Winery , parent of the New Amsterdam brand .
The vodka category enjoyed another year of solid growth in 2017 , according to the Distilled Spirits Council ( DISCUS ), with volumes up 2.2 % and revenues up 3 % to $ 6.2 billion . Vodka sales were paced by high-end premium products with revenue growth of more than 15 % to $ 1.6 billion .
“ Over the past few years a number of American distilleries have cropped up and created a renewed interest in American-made spirits ,” says Ryan Robertson , brand manager for
American Anthem Vodka , the latest entrant in Diageo ’ s vodka portfolio . “ The game has really changed for consumers in terms of domestics versus imports .”
WHAT IS AMERICAN STYLE ? While the TTB defines vodka as “ neutral spirits without distinctive character , aroma , taste or color ,” that doesn ’ t do the American spirit justice . Each brand offers nuances in aroma and flavor , as distillers imprint their own stamp on the white spirit . And beyond the specifics of ingredients , distillation and filtration processes , a brand ’ s DNA can embrace such intangibles as a pride of place and a sense of community .
“ While American vodkas may differ in terms of the materials they are made from , what really defines them is the true American entrepreneurial spirit and how they reflect the person who created them or where they are from ,” says Melanie Batchelor , VP of marketing for Campari America . “ That ’ s opposed to many international vodkas , which are motivated by
StateWays | www . stateways . com | September / October 2018 27