Stir in one part candy store, one part alcohol and a splash of cocktail risk taking. For many vodka producers, this is a recipe for success as they seek to capture the American consumer and draw attention to their brand through creative new flavors.
Flavored vodka accounts for approximately 27 percent of leading brand vodka volume and continues to grow in popularity as total vodka sales also increase, according to market research firm Technomic.
In 2011, David Ozgo, senior vice president of economic and strategic analysis at the industry’s trade group, the Distilled Spirits Council, counted 115 different flavors in the vodka market.
“They included everything from the basics like orange, vanilla and lime to the more exotic: ginger, pepper, horseradish, bacon and wasabi,” Ozgo said. “Such flavors allow trained mixologists and at-home bartenders alike to develop new and interesting cocktails.”