The trends shaping the vodka category

Authenticity, provenance and natural ingredients are pushing vodka back into the spotlight. And the big players are responding to changing consumer tastes with flavour innovations and lower-ABV offerings. *This feature was originally published in the April 2020 issue of The Spirits Business Once upon a time, vodka was all about smoothness and neutrality, dressed in a gorgeous bottle. Then came the wacky flavours, swiftly followed by their widespread withdrawal. And while gin took the limelight,…

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Vodka category poised for resurgence

While gin rides high, vodka sales continue to slide. But is the erstwhile frontrunner staging a comeback? The Spirits Business investigates. *This feature was originally published in the April 2020 issue of The Spirits Business Audible gasps could be heard when news broke that Tito’s Handmade Vodka leapt over Diageo’s powerhouse brand, Smirnoff, and took the title of best‐selling spirit in the US in 2019. It was the first time in more than a decade…

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Diageo eyes ‘real growth opportunity’ in no-ABV sector

After taking a controlling stake in non-alcoholic ‘spirit’ brand Seedlip, Diageo said it sees a “real growth opportunity” for the group and will continue investing in the alcohol-free category.  UK drinks giant Diageo increased its shareholding in booze-free Seedlip to a majority stake in August 2019. At the time, the group said it “will be a global drinks giant of the future”. The acquisition marked Diageo’s entry into the non-alcoholic ‘spirits’ category. The Johnnie Walker maker…

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Top 10 spirits marketing moves in November 2019

Last month’s top marketing moves saw David Beckham star in a series of documentary-style adverts for Haig Club whisky, while vodka brands Grey Goose and Smirnoff unveiled festive campaigns. Brands got into the festive spirit with a series of marketing campaigns including mixer producer Franklin & Sons, which handed out gold stars to UK drinkers and Smirnoff, which partnered with actress Laverne Cox on a short Christmassy film. Diageo continued its anti-drink-driving efforts with a…

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The week in pictures

Bacardi headed to Colorado this week for this year’s Seven Peaks Music Festival, where the brand helped festivalgoers relax and “enjoy a taste of the Caribbean”. Bacardi opened its Bacardi Bay activation, which brought comfortable seating, charging stations, “heartland-inspired Instagramable moments” and cocktails to the country music festival. At the Bacardi Bay, drinkers could enjoy the Peaks Punch, made with Bacardi Lime, watermelon liqueur and lime juice; and the Lemon Squeeze, which combined Bacardi Superior…

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