Flavors Continue To Drive Vodka Sales

  • October 11, 2012

Flavored vodka showed 23.3% volume growth last year, accounting for more than one-quarter of total U.S. vodka volume, reports food industry research and consultancy firm Technomic.

Flavored vodkas' volume increased by 3.3 million 9-liter cases, making them among the fastest-growing segments in the spirits industry -- and the driver behind another year of double-digit growth projected for 2012.

Other findings in Technomic's Special Trends in Adult Beverage (TAB) Report: Vodka Category Close-Up:

*Nearly three-quarters of the vodkas introduced in 2011 were flavored offerings.

*Led by Smirnoff, all of the leading flavored vodka portfolios grew in 2011.

*While raspberry and citrus remained the most popular flavors, vodkas with sweeter profiles gained traction.

*Whipped cream vodkas surged in volume, to rank as the third-largest flavor. 
*Pinnacle Whipped Cream grew 324.5%, to rank as the leading flavored vodka brand.

*Several other imported brands also saw significant volume increases.



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