By Tom Strenk
he great white spirit vodka soared seemingly unfazed through the recession with no signs of deflating market share. Vodka’s buoyan- cy and durability is partly due to the sheer size of the category; it accounts for more than 32 percent of U.S. spirits volume, according to the Beverage Information Group’s 2011 Handbook Advance. That repre- sents 61.9 million 9-liter cases in 2010, an increase of 5.8% over 2009 (15 million cases, an increase of 4.6 percent in the control states). This phenomenal growth, far surpassing every other major spirits category, is also due to vodka’s wide diversity in both price points and variety of expressions, something for every taste and preference, and its dynamism, fielding the most new entrants, hosting intensive marketing campaigns, and engendering the greatest com- petition in the spirits marketplace. “Vodka’s done amazingly well over the last year. It’s the most dynamic and exciting spirits
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category, with the most competition and the greatest number of entrants,” said Charles Gibb, president of Belvedere Vodka. “Overall, vodka looks strong and healthy, and the category is bound to grow because everyone wants to be a part of it.” From a consumer standpoint, vodka offers something for everyone, which is the white spir- it’s wide appeal. The category encompasses a product type and quality level for every occasion, from value brands to prestige labels. Vodka can be sipped on its own, enjoyed on the rocks, and mixed into a multitude of cocktails. The prolifer- ation of flavored vodkas, from citrus, peach and pepper to root beer, bubblegum and whipped cream, inspires bartenders to greater creativity and aids consumers entertaining at home. And the selection keeps on growing in leaps and bounds.
Skyy Vodka had another stellar year in 2010, hitting sales of 2.7 million cases. The brand recently debuted two new flavors: Skyy Infusions Dragon Fruit and Blood Orange.
StateWays s www.stateways.com s May/June 2011
