Beverage Dynamics

Beverage Dynamics May-June 2016

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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Summer Selling Guide www.beveragedynamics.com May/June 2016• Beverage Dynamics 37 to over 78.2 million, 9-liter cases sold in the U.S. in 2015, an increase of only 1.1% over last year (a far cry from the days of double-digit growth). Despite the drop in its share of the distilled spirits mar- ket—which decreased from 34 to 33.7%—vodka remains the pow- erhouse in the spirits world. That decrease still equates to one out of every three bottles of spirits sold in America. Flavored vodkas continue to attract consumers and practi- tioners alike, especially those fl avors that can't easily be replicated at home, or on-premise. In addition to expanding in size and breadth of offerings, the fl avored vodka segment is maturing in quality as well. Increasing numbers of artisanal, small batch vodkas, as well as those produced by large suppliers, are making their way into the American market. These new handcrafted brands sport sophisti- cated fl avors perfectly in step with contemporary tastes. Flavored vodkas are not without their detractors, who con- tend suppliers are fi lling the marketplace with youth-oriented fl avors that lack pedigree and sophistication. Have vodka pro- ducers gone too far by introducing confectionary fl avors? Do these vodkas contradict to the contemporary mixology trends? Levi Walker, craft spirit specialist for Young's Market Com- pany in San Diego, says in this age of healthful lifestyles that dosing vodkas with artifi cial fl avors has run its course. "I think vodkas laced with natural fl avors are what's needed, such as lavender, rosemary or hops," he says. "These are prod- ucts I make for cocktails and they are delicious. But then again you have to ask the question, 'what's wrong with an adult want- ing to enjoy a beverage that makes them feel like a kid again?'" THE ART OF FLAVOR Don't let their simplicity fool you. Creating a genuinely remark- able fl avored vodka is challenging and requires striking a delicate balance between man—technique, science and passion—and na- ture—water, grain and fl avor. It's far from a straightforward prop- osition. An artisanal fl avored vodka is especially unforgiving. Any fl aws or missteps are immediately apparent in the glass. Yet when done really well, fl avored vodkas are sublime treats for the senses. Americans have made fl avored vodkas one of the most suc- cessful spirit segments in the beverage business. In the event you missed the initial fanfare surrounding their release, here is a scouting report on some of the best and brightest new fl avors on the market. Absolut Tune — One of the recent offerings from an early pioneers of fl avored vodkas, Pernod Ricard's Absolut Tune is a break from conventionality. It is a blend of Absolut Vodka (40%) and Sauvignon Blanc (60%) from the New Zealand's Marlbor- ough region. Fine carbonation is added before it's bottled at 28 proof (14% alcohol by volume). The fusion is clear with a silky body, generous fruit-laced bouquet and a dry palate of white wine and dried fruit. Cold River Blueberry — Made in Freeport, Maine, Cold River Vodka is a handcrafted, pot-distilled spirit made from locally grown potatoes, spring water and Maine blueberries. The vod- ka's essential purity out of the still means that it requires only minimal fi ltering before bottling. The crystal clear vodka has a medium-weight, lushly textured body and a brilliant bouquet. The fl awless fi nish is like the holy chorus of blueberries. It's an 80-proof homage to nature. Crater Lake Hazelnut Espresso — Made in Bend, Oregon, Bendistillery's acclaimed Crater Lake Hazelnut Espresso Vodka is a small-batch spirit distilled from local grain and spring water from the Cascades. The vodka is aged in oak barrels and fi ltered 10 times through lava and charcoal before being infused with hazelnut espresso beans and a small amount of brown sugar. The vodka has the look and enticing aroma of freshly brewed coffee with light nutty notes. Domaine Charbay Green Tea — This artisanal vodka is hand- crafted once a year in Napa Valley from Midwestern grain and spring water. It is then infused in Zen-like harmony with four varieties of fi rst growth green teas, each of which is selected for its individual fl avor and aroma. The 70-proof vodka has a light amber hue and appealing fl oral and herbal notes. Its lingering fi nish is imbued with the fl avor of freshly brewed green tea. It's a delightfully understated spirit. Hangar One Fraser River Raspberry — This seasonal offer- ing is produced each June from Washington State raspberries. The freshly picked berries are macerated in vodka, after which

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