58 Beverage Dynamics • March/April 2015
www.beveragedynamics.com
A
n entity as large as the $5.8 billion vodka category in the
U.S. is not monolithic, and it's not surprising that it's split
like an iceberg into two divergent subcategories (regular
and fl avored), each with its own consumer demographic, drinking
occasion and growth arc. Mimosa,
habanero, cinnamon bun - the vari-
ations keep proliferating on retailers'
already crowded shelves as produc-
ers cast about for the next "it" fl avor.
But fl avor fatigue seems to be set-
ting in, or perhaps fi ckle customers
are straying to categories other than
vodka for their fl avor fi x.
THE SPLIT
Has the behemoth spirit category in-
deed fi ssured in twain following dif-
ferent paths? Retailers and producers
are divided on the topic.
"There's straight vodka and
there's fl avors; they are two different
segments," declares Fredric Leighton, owner of Bayway World of
Liquor in Elizabeth, NJ. "We are certainly seeing two different cus-
tomers for regular and fl avored vodkas," echoes Louis Dachis, owner
of three Merwin Liquors stores in Minneapolis, MN. Both retailers
say the customer for unflavored
vodka tends to be older and male,
while more Millennials and females
are purchasing the fl avored variants.
"Yes, absolutely, the vodka cat-
egory is defi nitely divided into two
segments—flavored and straight—
with consumers for both," reports
Norman Bonchick, chairman and
CEO of 375 Park Avenue Spirits
(formerly Van Gogh Imports; the
name change is part of a recent inte-
gration into Sazerac Company).
"Certainly among younger le-
gal-drinking age consumers, fla-
vors are tremendously important,
whereas older consumers may seek
BY THOMAS HENRY STRENK
The honeymoon may be over, but consumers are still enamored with fl avored vodka.
Flavor-philes
Burnett's Red Berry, Mango Pineapple and Ruby Red Grapefruit
