Stateways May-June 2013

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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Page 23 of 63

While solid growth continues in mainstay vodka, the boost from the flavor business is sweet and significant. By Thomas Henry Strenk trawberry Shortcake, Orange Cream Pop, Iced Cake, Candy Cane, Sugar Cookie, Pumpkin Spice, Root Beer Float, Rainbow Sherbet. When it comes to vodka flavors, liquor shelves seem to be turning into dessert aisles. Sweet expressions are not the only news coming out of the ever-growing vodka behemoth. SKUs of all sorts crowd retailers' shelves. Low-cal offerings are emerging, new brands establishing footholds, off-beat niches finding eager-to-experiment consumers. The category is vast and varied enough to accommodate virtually every taste, trend and interest. Vodka accounts for approximately one-third of all spirits volume in the U.S., according to the Beverage Information Group's 2013 Handbook Advance, with 2012 volume was up 5.6% to 70.2 million cases nationally. In the control states, 2012 vodka volume increased 3.7% to almost 14.8 million cases. According to the Distilled Spirits Council of the United States (DISCUS), the vodka category accounted for 26% of all spirits revenues nationally, with 2012 revenues gaining 5.1% to $5.5 billion. The largest price segment, value brands, grew a respectable 1.7% to 26.6 million cases, while premium vodka jumped 5.7% in volume, and the super-premium expressions increased a significant 10% in volume and 9.5% in revenues, according to DISCUS. S 24 StateWays I I May/June 2013

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