For many fans of hit TV show "Mad Men," if you couldn't be lead character Don Draper you could at least drink whiskey like him. But it seems fans might now be tuning into Russian TV as vodka has cements its position as America's favorite.
"Vodka continues to grow strongly in the U.S., ahead of the broader spirits market," analysts at Bernstein Research said in a note on Friday.
Ten of the top 24 spirits brands in the U.S. are now vodka, according to Bernstein, which quoted a "hit brands" poll by Impact Magazine. The list highlights the fast-growing spirits brands which have had robust growth over the last three years. All top five positions in the poll are vodkas. More specifically, dessert-style flavored vodkas have taken up key positions in the rankings, with Sweden's Svedka—owned by New York's Constellation Brands—taking the top spot.
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"In 2011, there were three overriding trends that we highlighted: the continuation of the strength of vodka, the revival of whiskey and the introduction of low-calorie cocktails targeted at women," Bernstein said.
"This year, while the general trends remain similar, we have seen a strengthening of the vodka category while whiskey and low-calorie cocktails have slowed."