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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Imported Vodka 22 Beverage Dynamics • January/February 2017 www.beveragedynamics.com highly appealing to consumers interested in learning more about vodka," he says. "We're exceptionally deliberate when it comes to introducing any new SKU into our portfolio," says Diana Pawlik, vice pres- ident of marketing for Svedka Vodka. About 17% of the brand's sales are driven by flavors. The unflavored vodka category is strong, she adds, and Svedka's 80-proof business continues to ex- perience solid growth and remains at the core of the portfolio. In 2015, the company introduced a 100-proof expression to provide an elevated vodka offering in the unflavored space. REACHING CONSUMERS Social media and digital platforms remain the most efficient way to reach Millennials. "Our social channels and digital campaigns enable us to have a direct and vibrant dialogue with LDA consumers," Pawlik says. "Moving forward, Svedka will continue to develop and execute digitally centric campaigns, as that is where our target consumer is most highly engaged." "We are always looking at new technology, since that is so important to our tech-savvy LDA consumers," Guastaferro says. The brand has a number of initiatives in play, including the #AbsolutNights thread and Absolut deadmau5 app, a game that allows fans to take on the role of electronic music superstar Deadmau5 as he attempts an epic night out. The Absolut Hoppr platform pairs partygoers with party-throwers for Absolut parties. Footage from all these events is shared on social media to extend promotional reach. In general, brands remain positive about the vodka category. "Consumers will continue to drink vodka and rediscover its pleasures," Guillant concludes. "And the category will remain as competitive and challenging as ever." BD THOMAS HENRY STRENK is a Brooklyn-based freelance writer with over 20 years experience covering the beverage and restaurant in- dustries. In his small apartment-turned-alchemist-den, he homebrews beer kombucha, and concocts his own bitters and infusions. LEADING BRANDS OF IMPORTED VODKA, 2013-2015 (000 9-LITER CASES) 14/15 BRAND ORIGIN SUPPLIER 2013 2014 2015 % Chg Svedka Sweden Constellation Brands 3,950 4,080 4,200 2.9% Absolut Sweden Pernod Ricard USA 4,440 4,135 4,035 -2.4% Grey Goose France Bacardi USA 2,900 2,868 2,735 -4.6% Pinnacle Vodka France Beam Suntory 2,756 2,675 2,624 -1.9% Ketel One Vodka Netherlands Diageo/Nolet Spirits 2,150 2,175 2,099 -3.5% Stolichnaya Latvia Stoli Group USA 1,585 1,590 1,670 5.0% Ciroc France Diageo 1,895 1,975 1,585 -19.7% Three Olives UK Proximo Spirits 1,575 1,570 1,570 0.0% Sobieski Poland Imperial Brands 995 835 835 0.0% Exclusiv Moldova Serge Imports 565 627 650 3.7% Belvedere Vodka Poland Moet Hennessy USA 488 510 535 4.9% Pearl Vodka Canada Luxco 250 250 275 10.0% Finlandia Finland Brown-Forman Beverages 254 261 251 -3.8% Luksusowa Poland Deutsch Family Wine & Spirits 200 217 250 15.2% Fris Vodka Denmark Pernod Ricard USA 257 249 245 -1.6% Russian Standard Russia Russian Standard USA 238 238 240 0.8% Ivanabitch Netherlands International Spirits 192 192 194 1.0% Orloff Brazil MS Walker Inc 155 160 162 1.3% Tanqueray Sterling UK Diageo 140 120 122 1.7% Effen Holland Beam Suntory 62 40 120 200.0% Vincent Van Gogh Vodka Netherlands Luctor International 140 115 112 -2.6% Chopin Vodka Poland Chopin Imports Ltd 83 91 95 4.4% Total Leading Brands 25,271 24,973 24,604 -1.5% Total Imported Vodka 27,040 26,700 26,350 -1.3% (++) Greater than 100%. Source: The Beverage Information & Insights Group. For more data and analysis, visit www.albevresearch.com.