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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Purity moves into gin and low-alcohol

Swedish vodka maker Purity has expanded its portfolio with the launch of three new gins and a lower-ABV flavoured ‘vodka’. The Swedish distiller has launched Nordic Dry Gin, Old Tom Gin and Navy Strength Gin, as well as lower-ABV Purity Spritz. Bottled at 43% ABV, Purity Nordic Dry Organic Gin is said to be a “celebration of juniper”. The new gin uses botanicals including juniper, coriander, lavender, cardamom, angelica root, basil, thyme, lingonberry and European…

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