Beverage Dynamics

Beverage Dynamics May-June 2011

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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By Tom Strenk T 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% of U.S. spirits volume, according to the Beverage Information Group’s 2011 Handbook Advance. That represents 61.9 million 9-liter cases in 2010, an increase of 5.8% over 2009. 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 category, with the most competition and the 16 • Beverage Dynamics • www.beveragedynamics.com • May/June 2011 greatest number of entrants,” said Charles Gibb, presi- dent 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 prolif- eration 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.

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