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.
Issue link: https://read.dmtmag.com/i/485350
www.beveragedynamics.com March/April 2015 • Beverage Dynamics 59 Flavored Vodka defi nitely have a shift in consumers: the straight gives us more op- portunity to catch a wider net of consumers; the fl avored cate- gory consumer remains the LDA-plus drinker who typically likes sweeter fl avors and is more willing to experiment." "The fl avor consumer tends to be younger, more versatile and less brand loyal," says Nicolas Guillant, president of Impe- rial Brands, whose portfolio includes Sobieski Vodka. "Their point their own style of creativity with 80-proof vodka," says Reid Hafer, senior brand manager for Burnett's Vodka. Though the category may be divided, the brand covers both sides of the vodka aisle with a healthy split between fl avored and regular. "I think fl avored and straight can coexist within a brand," com- ments Marla Burke, marketing & creative director for Phillips Distill- ing Company, which owns the UV Vodka brand. "The two segments New and Notable Flavors Pinnacle Mimosa and Habanero Smirnoff Green Apple, Watermelon and Fruit Punch UV Ruby Red Grapefruit, Salty Caramel Apple and Sugar Crush "I don't know that there is one 'it' fl avor," Dolenga says. "The ones that continue to pop and grow are the mainstream fl avors that people know what to do with, and those are generally fruit fl avors—peach, coconut, raspberry, pine- apple and citrus." Pinnacle continues to put out new products at a regular clip. "That's what makes Pinnacle Pinnacle," says Dolenga. Amaretto and CranApple were released last fall. This spring, the company launched two "brunch-inspired" vodkas— Mimosa and Habanero. "We want to be on the cutting edge of fl avor," he adds. "Consumers are constantly looking to try new things," says Essig. Last fall, Smirnoff introduced its latest innovation line, Smirnoff Sours, in three fl avors—Green Apple, Water- melon and Fruit Punch. Not only are the fruit fl a- vors intense, but in an unusual twist, the liquids are brightly colored. "Smirnoff Sours infuse new excitement and fun into the bar scene by redefi ning the shot occasion," Essig notes. "It isn't about one par ticular flavor, but about dynamic flavor combinations," ac- cording to Diana Pawlik, vice president of marketing for Svedka Vodka. "Consumers are seeking flavors that are multi-dimen- sional and sensory. So it isn't as much about one 'it ingredient' or flavor, but rather the combination of interesting yet approach- able complementary flavors. She cites Svedka Mango Pineapple and Strawberry Lemonade released last year as examples. This March, the company launched Svedka Grapefruit Jalapeño, which fuses bright citrus fl avor with a hint of heat. "Trending fl avors are a revolving door from fruity, savory, to confectionary," says Burke, who sees a trend now towards savory fl avors, like UV Sriracha. The company is debuting UV Ruby Red Grapefruit, also in March. Phillips was the fi rst to formulate fl avored vodkas in appropriate hues, which makes the products stand out on retailer shelves. UV's perennial best seller since its introduction back in 2001 continues to be Blue Raspberry. "We have fl avors in our hip pocket pre- pared to launch when we see opportunity," ex- plains Hafer at Burnett's, which tracks trends picking up across the packaged goods indus- try. Burnett's has had good success with com- bination fl avors; in 2014, it released Mango Pineapple, Ruby Red Grapefruit and Red Berry. "These combinations are fl avors that consum- ers love and know how to consume." This year will see the launches of Cherry Limeade and Apple Berry. Campari America unveiled two additions to its Skyy vodka brand: Skyy Infusions Vanilla Bean and Skyy Infusions Georgia Peach. The infusions blend real ingredients such as vanilla beans and Georgia peaches. Superpremium brand Belvedere released its newest fl avor, Belvedere Mango Passion. The vodka is distilled with fresh mangos, passion fruit and citrus in an all-natural approach with no added sugar. A newcomer to the scene is Trinchero Family Estates, which announced a line of vodkas under the Menage a Trois brand, which includes a straight, plus Triple Berry and Triple Citrus, each a blend of three fl avors.