Popularity of Some Flavored Vodkas Beginning to Taper Off

Restaurant Sciences LLC, an independent firm that closely tracks food and beverage product sales throughout the foodservice industry in North America, today reported that the sales of on-premise flavored vodkas fell 11.7 percent from Q3 2012 to Q3 2013. Analyzing more than 170 million drink orders, Restaurant Sciences learned that flavored vodkas lost nearly one percent of its on-premise spirits market share from Q3 2012 to Q3 2013.

"Flavored vodkas’ on-premise spirits market share peaked at 8.7 percent in Q3 2012," said Chuck Ellis, president and CEO of Restaurant Sciences LLC. "Since its peak, flavored vodkas have lost market share over the past 12 months to other flavored spirits, such as whiskey. A few select brands, such as Grey Goose Cherry Noir, up 11.6 percent, and Smirnoff Cranberry, up 19 percent, are still showing excellent growth. Despite the market softness in 2013, Restaurant Sciences has tracked the introduction of 46 new flavored vodkas since 2012."

Restaurant Sciences tracks more than 600 flavored vodka brands, with the Top 50 flavored vodkas accounting for 73 percent of sales. Among the larger brands, Absolut Citron, the flavored vodka category leader, saw a 1.8 percent year-over-year sales decline. While Grey Goose Cherry Noir flavored vodka is enjoying increased on-premise sales, all other Grey Goose flavored vodkas on-premise sales are off between eight to 20 percent. Other category leaders, such as Stolichnaya and Three Olives, are down more than 20 percent.

For more information see RestaurantSciences.com

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Jeffrey Dale Starr is a vodka enthusiast, oil painter, and owner of mobile software company Purple Falcon.

Absolut Vodka Announces the Redesign of Its Flavor Range

ABSOLUT® is proud to announce striking new designs for its range of flavored vodkas. True to the brand’s creative heritage, the vibrant new designs bypass design conventions to artistically express the core essence of each flavor.

“Our new design depicts the product’s flavor essence through something that is core to ABSOLUT’s DNA: contemporary art. We're breaking the convention that literal fruit imagery must be used to communicate what’s inside the bottle,” says Afdhel Aziz, Brand Director for ABSOLUT, Pernod Ricard USA. “This is an incredibly dramatic change for ABSOLUT and a great transformation for our flavor range. As the pioneer of the flavored vodka segment, we are thrilled to share our new packaging with the world.”

After interpreting each flavor’s essence, designers worked to elevate these impressions into premium, contemporary and progressive art. The design for ABSOLUT Pears started with the fruit’s symbolic association with longevity and purity, and arrived at an abstract pear shape resembling the symbol for eternity. For ABSOLUT Raspberri, the emotion of love and passion is intensified through the abstract expressionist technique of throwing paint. The same artistic process was repeated across the entire flavor portfolio.

Bringing an artistic approach to the redesign of its flavor range is in line with ABSOLUT’s deep roots in the art world. Since 1985, when the ABSOLUT Vodka bottle appeared in the first art ad, ABSOLUT has been making art part of its consumers’ experience.

“This is an exciting time for ABSOLUT,” says Jonas Tåhlin, VP Global Marketing at The ABSOLUT Company. “While most flavored vodkas look more or less the same, we are bringing a full range of innovative designs to market. Artistic, modern and unlike anything else around, we believe they will reinforce our position as creative leader.”

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Jeffrey Dale Starr is a vodka enthusiast, oil painter, and owner of mobile software company Purple Falcon.

Technomic Sees Fall Flavors Surge in Vodka

Chicago, October 10, 2013, PRNewswire — Cranberry, caramel, apple and pumpkin are among the flavors showing up in flavored vodkas this fall, serving as inspiration for seasonal cocktails, according to the recent Seasonal Strategies micro-report on Technomic’s online DRINK database. Vodka suppliers and restaurant, bar and other on-premise operators are tapping into favorite and emerging fall flavors to stimulate specialty drink sales around Halloween, Thanksgiving and the fall season.

Flavored vodka accounts for nearly 30 percent of total vodka volume and continues to grow, according to DRINK. “Flavored vodka is a fast-growth spirits segment, and there are plenty of seasonal offerings coming to market that can inspire bartenders or at-home mixologists this fall,” says Donna Hood Crecca, Senior Director at Technomic.

To assist adult-beverage suppliers, on-premise operators and retailers tap into seasonal trends and opportunities, Technomic’s online DRINK database hosts Seasonal Strategy micro-reports. DRINK includes extensive adult-beverage category and brand volume and sales data, as well as key industry metrics reports, news and other resources.

To purchase or learn more about the online DRINK database, Technomic’s Trends in Adult Beverage (TAB) series reporting on beer, wine and spirits, and other industry reports and services for adult beverage suppliers, please visit Technomic or contact one of the individuals listed below.

Contacts:
Press Inquiries: Donna Hood Crecca, 631-265-3839, or dcrecca@technomic.com
Purchasing Details: Patrick Noone, 312-506-3852, or pnoone@technomic.com

About Technomic

Technomic provides clients with the facts, insights and consulting support they need to enhance their business strategies, decisions and results. Its services include numerous publications and digital products, as well as proprietary studies and ongoing research on all aspects of the food industry.

Source: Technomic, Inc.

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Jeffrey Dale Starr is a vodka enthusiast, oil painter, and owner of mobile software company Purple Falcon.