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just-drinks on-trend: vodka flavours review

  • February 2014
  • -
  • Just-Drinks/IWSR
  • -
  • 14 pages

With low entry costs, a relatively straightforward production process and plenty of raw material options available, few could not understand the eagerness of drinks producers around the world to focus their efforts on, or wave their wallets in, the vodka category. While the sector's origins may be the subject of fierce debate, vodka's appeal to drinks companies does not require as much discussion.
That said, the popularity of the sector in recent years still surprised many folk in our industry. As the traditional markets of Eastern Europe and Russia have become saturated with the spirit, the arrival of – and boom in – the cocktail scene in the US fuelled staggering growth for vodka.

In the first of a new “on-trend” series, just-drinks dives a little deeper than usual into this trend-in-flux.

In this mini-report, we look at recent vodka flavour consumption volume, focusing on the key US market. We combine market assessment with analysis of our product launch data. We review the current and likely future strategies of the key flavour players, and we attempt to lay out the likely short-term outlook for this developing trend.
Included with this report download, we also provide a data pack (Excel file). This contains:

- Consumption trends data tables
- Summary product launch data tables
- Copies of the charts found in the report
- just-drinks' product launch database


The product launch database contains profiles of 140 vodka flavour variants launched between 2011 and 2013. Provided in a simple spreadsheet format, it allows users to filter and sort the launches by brand owner, parent brand, brand name, flavour/variant, variant family, ABV, launch date/year, markets, and 75cl SRP.

Table Of Contents

just-drinks on-trend: vodka flavours review
Introduction

Chapter 1 Vodka flavours market overview
Vodka flavours growth slowing
US flavours trends by brands and variants
Flavour categories

Chapter 2 Major players in the US flavours market
Beam Inc
Diageo
Pernod Ricard
Bacardi
The situation for the major brands

Chapter 3 Where next for flavoured vodka?
It was fun while it lasted
Where does flavoured vodka go from here?
Trust your heritage
Go global

List of tables
Table 1: Global consumption of flavoured versus traditional vodka, 2010-2012 ('000s nine-litre cases)
Table 2: United States' consumption of flavoured versus traditional vodka, 2010-2012 ('000s nine-litre cases)

List of figures
Figure 1: Flavoured vodkas launched, global and US, 2011-2013
Figure 2: Percentage of flavoured vodkas launched by variant family, 2012
Figure 3: Percentage of flavoured vodkas launched by variant family, 2013
Figure 4: Percentage of flavoured vodka variants launched, by brand owner, 2012
Figure 5: Percentage of flavoured vodka variants launched, by brand owner, 2013
Figure 6: Consumption of flavoured vodka, global and US, 2010-2012 (‘000s nine-litre cases)
Also included: just-drinks' vodka flavours data pack

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