By Josh Jacobs
Co-Founder and CEO, Speakeasy Co.
Historically, the vodka category has been slow growing, however, thanks to new innovative technologies and a craft-driven push, the category is being revitalized. Consumers are now searching for unique ingredients with an emphasis on flavor and flavor profiles.
According to Seven Fifty Daily online, vodka remains the most consumed category of spirits in the United States. Over the last year, while many drinkers were in lock down due to the pandemic, there was an increased interest in finding new and exciting ways to mix cocktails at home– which ranged from Passion Fruit to French Martinis.
Vodka is also still one of the top selling drinks at bars and restaurants as many consumers still desire the more traditional vodka-forward staples such as Moscow Mules and vodka sodas. We are, however, starting to see accounts nationwide carry many different variations of vodka and sourcing them from allover the world.
In addition to the traditional potato vodkas, companies have been using corn, barley and grapes to make vodka unique and stand out from the crowd. Many vodkas are also now non-GMO and gluten free to address the modern health-conscious drinker.
In terms of volume, vodka increased 2.8% in 2020 to reach 79.8 million 9-liter cases, according to the Beverage Information Group’s 2021 Handbook Advance. “It’s the number-one spirit in the U.S., accounting for one-third of all cocktail sales nationwide,” says Martinde Dreuille, vice president global marketing for Grey Goose vodka.
In April of this year Grey Goose launched its Essences line within fusions including Strawberry and Lemongrass, Watermelon and Basil, and White Peach and Rosemary. “Grey Goose Essences has seen incredible sales already, 50% above our plans,” says Dreuille.
Vodkas recent resurgence and evolution has something for every drinker out there, and savvy brands are capitalizing on the trends. For example, VOCO recently launched their Passionfruit Vodka on the Speakeasy Co. platform, innovating the space and providing consumers more choices.
We are proud to work with both established and up-and-coming vodka brands on our platform, including Caveman Vodka, Vodka is Vegan and Harridan Vodka, and look forward to continuing to provide vodka companies and others the opportunity to sell direct to consumers while staying three-tier compliant.