How Premium Vodkas Are Innovating To Serve Consumers
Despite the rise of premium spirits, premium-plus vodka has faced recent challenges with the segment shrinking at a volume CAGR of -3.5% in 2020, according to IWSR. However, brands in the segment have been able to bridge the gap through innovations including the use of botanicals, RTDs, and improved consumer messaging.
Vodka’s neutral flavor has also allowed it to find a natural home within the growing RTD category, with 51% of RTD consumers in the U.S. claiming that vodka is their favorite RTD base. Vodka brands are also finding unique ways to attract the modern consumer as they return on-premise after an extended period of at-home drinking.
“As drinking establishments open up again, they’ll be greeted by better-informed drinkers who are looking for more premium spirits,” says. Alex Tomlin, SVP of marketing at Bacardi North America. “For professional cocktail craftspeople, this is welcome news, because aficionados make better appreciators.”
0 comments:
Post a Comment