{"id":184212,"date":"2021-10-04T09:26:57","date_gmt":"2021-10-04T09:26:57","guid":{"rendered":"https:\/\/pr-dbetmg-elite-traveler.pantheonsite.io\/?p=184212"},"modified":"2022-10-21T10:44:45","modified_gmt":"2022-10-21T10:44:45","slug":"is-vodka-finally-cracking-the-super-premium-market","status":"publish","type":"post","link":"https:\/\/elitetraveler.com\/finest-dining\/wines-and-spirits\/is-vodka-finally-cracking-the-super-premium-market","title":{"rendered":"Is Vodka Finally Cracking the Super Premium Market?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Vodka has historically failed to premiumize in the same way other spirits have. The industry had struggled to make the case that consumers should invest in higher quality, but shifting preferences has seen premium vodka begin to differentiate itself.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In 2002, high end and super premium vodka made up just a quarter of the bottles sold in the United States, with value vodka commandeering almost half of the market. But strong growth over the past 20 years for premium, while value has grown by just 25%. <\/span><span style=\"font-weight: 400;\">In fact, in 2018, high end and super premium vodka overtook value to be the highest selling category by volume. In 2020, sales grew by 8% year on year to sell almost 30 million bottles.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">By value, the higher-priced products are also seeing strong growth. While the overall gross revenue of the US vodka market grew by 5% between 2019 and 2020, high end and super premium vodka grew by 7%. <\/span><span style=\"font-weight: 400;\">Experts attribute this growth to the rise in demand for wellness and <a href=\"https:\/\/elitetraveler.com\/finest-dining\/wines-and-spirits\/unusual-methods-helping-turn-fine-wine-and-spirits-sustainable\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>sustainability-centered<\/strong><\/a> products.<\/span><\/p><div id=\"slot-one\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">In the past, premium vodkas have struggled to differentiate themselves, as it isn\u2019t an aged product like <a href=\"https:\/\/elitetraveler.com\/finest-dining\/wines-and-spirits\/its-still-not-too-late-to-invest-in-scotch-whisky\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>whisky<\/strong><\/a>, and the taste difference can be nuanced. \u201cThe differing taste profiles between standard and premium vodka brands are so nuanced that the average consumer doesn\u2019t feel the need to trade up to premium-and-above offerings,\u201d <\/span><strong><a href=\"https:\/\/www.theiwsr.com\/vodkas-premiumisation-challenges-and-convergence-with-hard-seltzers\/\" target=\"_blank\" rel=\"noopener noreferrer\">says IWSR<\/a><\/strong><span style=\"font-weight: 400;\"> research director Adam Rogers.<\/span><\/p>\n\n\n\n<p><iframe id=\"datawrapper-chart-J0wFU\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"High End and Super Premium vodka now sells more than value vodka\" src=\"https:\/\/datawrapper.dwcdn.net\/J0wFU\/3\/\" height=\"400\" frameborder=\"0\" scrolling=\"no\" aria-label=\"Interactive line chart\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(e){if(void 0!==e.data[\"datawrapper-height\"]){var t=document.querySelectorAll(\"iframe\");for(var a in e.data[\"datawrapper-height\"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data[\"datawrapper-height\"][a]+\"px\"}}}))}();\n<\/script><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In the early 2010s, many consumers opted to drink vodka in fruit-based cocktails, Coca-Cola or other mixers that could mask the taste of a cheaper spirit. But the past few years have seen the growth of vodka <\/span><a href=\"https:\/\/elitetraveler.com\/finest-dining\/wines-and-spirits\/belvedere-vodka-brings-nature-to-nyc\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><strong>lightly flavored with botanicals<\/strong><\/span><\/a><span style=\"font-weight: 400;\">&nbsp;or mixed with soda or tonics that allow the taste of premium vodka to shine through.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">\u201cThere is a growing demand for vodka that uses botanicals and has a focus on wellness. This goes hand in hand with the modern consumer trends that seek a healthier alternative to traditional products,\u201d&nbsp; says Oleg Khuzin, CEO and co-founder of <\/span><strong><a href=\"https:\/\/organika.vodka\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">Organika vodka.<\/a><\/strong><span style=\"font-weight: 400;\"> \u201cDistillers are embracing the natural origins of their beverages, and are attempting to attract more mindful consumers.\u201d<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/elitetraveler.com\/finest-dining\/cocktail-of-the-week\/cocktail-recipes-to-try-on-national-vodka-day\" target=\"_blank\" rel=\"noopener noreferrer\"><em><strong>[See also: Cocktail Recipes to Try on National Vodka Day]<\/strong><\/em><\/a><\/p><div id=\"slot-two\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Organika, which prides itself on its organic, low-calorie ingredients and commitment to social responsibility, says they have seen their growth double each year since they began operations in Russia in 2016, and expanded into the US and Germany in 2020.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Allison Varone, vice president of emerging brands at Mo\u00ebt Hennessy, whose portfolio includes Belvedere vodka, <\/span><strong><a href=\"https:\/\/beveragedynamics.com\/2021\/06\/21\/vodka-trends-in-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">told Beverage Dynamics<\/a><\/strong><span style=\"font-weight: 400;\"> that the pandemic allowed drinkers to develop their palate for spirits, and find the value in high-quality products.<\/span><\/p>\n\n\n\n<p><iframe id=\"datawrapper-chart-jd7pE\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"High End and Super Premium vodka revenues saw 7% growth in 2020\" src=\"https:\/\/datawrapper.dwcdn.net\/jd7pE\/2\/\" height=\"275\" frameborder=\"0\" scrolling=\"no\" aria-label=\"table\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(e){if(void 0!==e.data[\"datawrapper-height\"]){var t=document.querySelectorAll(\"iframe\");for(var a in e.data[\"datawrapper-height\"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data[\"datawrapper-height\"][a]+\"px\"}}}))}();\n<\/script><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s a noticeable trend in consumers trading up to superpremium spirits, and vodka is not an exception,\u201d Varone says.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Khuzin says the growing demand for high-quality spirits is matched by a demand for brands that are vocal about social responsibility, particularly among millennials and Gen Z, who are becoming an increasingly powerful consumer group.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">\u201cAs younger generations reach drinking age, they no longer wish to buy from established brands who have shown themselves to lack these traits,\u201d Khuzin says. \u201cThey have a preference for buying brands that give back to the world and are willing to pay for it. They will consistently choose more sustainable brands over older, less conscious brands.\u201d<\/span><\/p>\n<\/p><div id=\"slot-three\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Shifting consumer preferences has seen top-end vodka finally able to differentiate itself.<\/p>\n","protected":false},"author":162,"featured_media":184216,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false},"categories":[3420,137],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.1 (Yoast SEO v21.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Vodka Finally Cracking the Super Premium Market?<\/title>\n<meta name=\"description\" content=\"In 2018, super premium vodka overtook value to be the highest selling category by volume, and in 2020 sales grew by 8% year on year.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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