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Vodka Market Driven By Flavours Growth, Report Finds

A new report on the vodka market by Just Drinks claims that the industry is seeing a “surge in new product development”, driven by a new appreciation for flavoured vodkas.

According to a release to accompany the publication of ‘Global market review of vodka – forecasts to 2018’, “Previous trends, such as premiumisation have certainly continued but it is flavours in particular which have have seen the most evolution. Although brands have always innovated to some extent, the pace at which they have done so has tended to be relatively slow.”

Among the flavoured varieties in demand, it notes, are “confectionery-style flavours, spicy, all-natural and esoteric flavours plus a resurgence of old traditional flavours.”

In addition, craft-distilled vodkas and local artisanal products are also gaining traction. The growth in cocktail culture has given rise to “more knowledgable mixologists”, which in turn is fuelling growth.

The report provides insight to the performance of the category in 33 regions around the world and the specific influences in these individual markets.

© 2013 - Checkout Magazine by Stephen Wynne-Jones

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