Vodka, the most important spirits class within the U.S., has been getting a run for its cash in latest months by faster-growing segments, equivalent to tequila/mezcal and whiskey. However manufacturers and mixologists proceed to search out methods to generate pleasure for the class. So what are the largest vodka traits in 2022?
One has been a continued shift to bigger bundle sizes at retail. This began in the earliest days of the pandemic, when buyers stocked up for residence consumption.
“We’ve seen a giant push into the 1.75’s from the 750’s,” says Ryan Sass, vp of buyer improvement and technique of nationwide accounts for distributor Southern Glazer’s Wine & Spirits. “It’s gained 3% share because the pandemic began which is a reasonably important enhance. I believe that’s a reasonably vital factor as a result of it’s a better greenback spend.”
The sorts of vodkas popping out are additionally evolving, with newer varieties touting “better-for-you” formulations, together with all-natural components, no sugar, zero carbs and fewer alcohol. Many manufacturers now promote vodkas with extra premium or pure components, Sass notes, equivalent to Gray Goose Essences’ line of botanicals, Ketel One Botanical and Plume & Petal.
“We’re seeing these taste elements which might be extra natural essence than the normal, sort of sweet sweetness that we noticed like 5 years in the past, and generally even a decrease alcohol content material,” he says. Some retailers have even added better-for-you sections of their shops to prominently show lower-alcohol objects collectively, he provides.
Contemporary Flavors
Flavored vodkas total have grown 5% of share on the net alcohol ordering and supply platform Drizly since 2019. Citrus flavors dominate, because the subcategory is led by manufacturers such because the lemonade-inspired Pink Whitney by New Amsterdam vodka, Deep Eddy Lemon vodka, Ketel One Botanical Grapefruit and Rose, Deep Eddy Ruby Purple vodka and Absolut Citron vodka.
Commercial
“Among the flavors have been actually taking off,” says Tasha Zonski-Armijo, supervisor and proprietor at Jubilation Wine & Spirits in Albuquerque, NM. Lavender-flavored vodkas, particularly, are having their second, she says.
“Deep Eddy has some actually wonderful flavors, like their lime and their cranberry,” Zonski-Armijo provides. “These have been doing very well.”
She additionally observes that regionality performs a task in taste preferences. New Mexico, as an example, veers in direction of spicy flavors. “One in every of our large issues is green-chili-infused vodkas. Lots of people will use that for his or her Bloody Mary.”
Among the many fast-moving manufacturers that Sass has tracked is new model Actually Vodka, a collaboration between Beam Suntory and Boston Beer Co.’s Actually Arduous Seltzer. It’s provided in three flavors impressed by Actually’s hottest exhausting seltzers: Strawberry Lemonade, Wild Berry and Pineapple Mango.
Craft distillers experiment with modern infusions. For instance, the San Diego-based 619 Spirits’ infused varieties embrace espresso, pickle, cucumber and rose petal.
Vodka is “a clean palette on which I can create actually cool infusions,” says Nick Apostolopoulos, the corporate’s president. 619 additionally tries to work with native suppliers, procuring espresso from a neighborhood roaster who creates a particular mix only for them, and shopping for rose petals from a close-by farm.
One other model known as Good Vodka combines vodka with an modern message about sustainability. The corporate produces its vodka utilizing the pores and skin and pulp of the espresso fruit that’s usually discarded. “It’s very clear and crisp, but it surely’s received a touch of a espresso observe within the background,” says Zonski-Armijo.
The Black Infusions model creates its vodkas utilizing dried fruit and says all its merchandise are freed from synthetic sugars, flavors and colours. The portfolio contains Darkish Cherry, Black Fig and Gold Apricot flavored vodkas.
Anchorage Distillery in Alaska makes use of native barley to supply its vodka, which lends it a contact of sweetness and nuttiness. The corporate not too long ago started utilizing a brand new type of charcoal filtering, “simply so as to add slightly bit extra smoothness to it, to take among the warmth out of it,” says its Chief Income Officer Skyler Fancher.
Anchorage’s lineup options a number of vodkas, together with a cranberry made completely for the Princess Cruise Line, and a ghost pepper vodka. “It’s one of many hottest peppers on the planet,” says Fancher. “Lots of people find it irresistible for Bloody Marys or spicy Margaritas.”
Able to Drink Vodka Tendencies
At Jubilation Wine & Spirits, Zonski-Armijo has seen brisk gross sales of able to drink cocktails, lots of that are vodka-based. For instance, the Newport, OR-based Rogue Spirits affords an intensive line of RTDs, together with an Espresso Martini, a Lemonade Iced Tea Vodka Soda and a Ginger Lime Vodka Mule, to call a couple of.
And Landsdale, PA-based Boardroom Spirits not too long ago introduced new 750-ml. bottled cocktails that embrace Lansdale Lemonade, made with Boardroom’s vodka, and Spring Backyard, which is a mixture of its citrus vodka, ginger vodka, C (the distillery’s carrot spirit), together with cucumber and citrus notes.
Sass says Gallo’s Excessive Midday’s number of flavored canned exhausting seltzers have offered effectively. The gluten-free, 100-calorie RTDs include vodka, juice and glowing water, with no sugar added.
Sean “Diddy” Combs and Diageo in April unveiled C”roc Vodka Spritz, the model’s first able to drink cocktail. A everlasting addition to the C”roc portfolio, the RTD is available in 4 flavors: Watermelon Kiwi; Sundown Citrus; Pineapple Ardour; and Colada.
Cardinal Spirits, a craft distillery in Bloomington, IN, not too long ago launched its Double Vodka Soda with a splash of cranberry and squeeze of lime. “We casually polled our followers on social media about what sort of vodka canned cocktail they’d wish to see from us subsequent, and cranberry and lime was the clear winner,” says Jeff Wuslich, the corporate’s cofounder.
Agave Elbowing In
Regardless of vodka’s dominance on retail cabinets and restaurant bars, agave spirits have been gaining on it. Tequila and mezcal’s income rose 30.1% in 2021, to $5.2 billion, in comparison with vodka’s 4.9% enhance to $7.3 billion, in keeping with the most recent Distilled Spirits Council of the U.S. (DISCUS) knowledge. Vodka quantity elevated simply 1.6% in 2021 in comparison with a 20.8% hike for tequila/mezcal and a 4.5% rise for whiskey.
Vodka’s share of all liquor gross sales on Drizly slipped from 30% in 2019 to 23% in the present day. What’s extra, 80% of respondents in Drizly’s annual retailer survey acknowledged that they plan to hold extra tequila in 2022, 40 factors forward of those that plan to inventory extra vodka.
“Tequila at the moment ranks simply six proportion factors behind vodka at 17% of liquor share on Drizly,” says Liz Paquette, the corporate’s head of shopper insights. “If tequila’s trajectory continues, gross sales of the Mexican mainstay could surpass vodka sooner or later this 12 months on Drizly.”
One other wildcard for vodka is the struggle in Ukraine, since so many manufacturers are tied to that a part of the world. For instance, Stolichnaya already modified its title to simply Stoli, and a few shops eliminated Russian vodkas from their cabinets altogether.
On the identical time, many bars and eating places have adjusted both what they’re serving or how they’re doing so. “Our gross sales haven’t modified, however now we have altered our menus to replicate [the Ukraine situation],” says Alli Torres, normal supervisor and mixologist at Freehold Miami. “For instance, we now characteristic Vodka Mules instead of the previous Moscow Mule. This has been seamless and welcomed.”
Some retailers have additionally felt the strain. “We had a number of calls from the media asking us if we had been going to take a stand and take Russian vodka off [our shelves],” says Zonski-Armijo.
Jubilation stored the Russian vodka manufacturers, however doesn’t promote them. As a small enterprise, Zonski-Armijo notes, “we type of simply took the place that we’re right here to simply promote vodka; we’re not right here to make a political assertion.”
How large of an influence all of it will have on the class, and who stands to learn, stays to be seen. However Drizly’s vodka manufacturers with Ukraine origin, equivalent to Nemiroff, Khor and Kruto, have gained share since February 2022. Actually, Khor was the third-fastest rising vodka model on the platform for the primary quarter of 2022.
However the total top-selling vodka manufacturers on Drizy this 12 months — Tito’s, Smirnoff, Gray Goose, Ketel One and Svedka, respectively — have confirmed little shakeup. Class chief Tito’s celebrated its twenty fifth anniversary this previous April.
“Folks love supporting their residence nation, so a great-tasting, genuine, American-made product like Tito’s Handmade Vodka continues to carry out effectively,” says Frank Polley, the model’s vp of commerce advertising and marketing. “Customers proceed to search for manufacturers which might be top quality and constant and ones they really feel they will belief.”
Clear, Inventive Cocktails
Tito’s is the best-selling vodka at Freehold Miami, adopted by Clean Vodka, which Freehold the restaurant makes use of as its home effectively. So far as vodka cocktail traits, Torres has seen “individuals drawing again and simplifying.” This implies “much less flavored merchandise, extra cleaner drinks, and an uptick in traditional Martinis.”
Freehold takes satisfaction in its Espresso Martini, she says. “We satisfaction ourselves on integrating our espresso program into our beverage menu, and what higher method than a wonderfully curated selfmade Espresso Martini?”
Natalia Farfan, bar lead at The Lark in Santa Barbara, CA, options as many native craft distilleries as she will be able to. These embrace St. George Spirits in Alameda, CA; Corbin Money in Atwater, CA, which includes a candy potato vodka; and Cutler’s Artisan Spirits, which is positioned close to The Lark.
“You at all times desire a vodka cocktail on the menu to create steadiness,” Farfan says. “In my expertise, refreshing is at all times one of the simplest ways to go.”
For her new brunch menu, Farfan included a $15 vodka cocktail that includes a cilantro-infused Cutler’s vodka, contemporary mango, Falernum liqueur, and lemon juice. “It’s actually refreshing, a pleasant good-morning drink for brunch,” she says.
The Whistler in Chicago at the moment affords the Fringe of Tomorrow, an $8 punch-style drink comprised of vodka, dry vermouth, lemon, house-made cinnamon syrup and a bar spoon of Branca Menta. “As a result of Branca Menta could be so overpowering, utilizing it with the vodka and dry vermouth provides it simply that good little delicate taste profile,” says head bartender Alex Barbatsis.
“We at all times have vodka on our menu as a result of it’s tremendous in style and it additionally helps maintain prices down,” Barbatsis provides. “A bottle of vodka is at all times going to be cheaper than just about another spirit you’re going to have the ability to get your fingers on.”
What’s extra, he says, “if one in every of your cocktails with vodka has a 12% price, then your 18% or 20% price mezcal cocktail will sort of steadiness out in your menu so you’ll be able to splurge elsewhere too.”
At The Violet Hour in Chicago, normal supervisor David Department favors manufacturers equivalent to Reyka from Iceland and Haku Vodka out of Japan that he says, “are slightly bit extra terroir- or artisan-style pushed, which have texture and good really feel and minerality that can stand as much as traditional cocktail builds.”
Reyka, as an example, “has this actually cool volcanic minerality to it that permits you to make one thing just like a Manhattan through the use of vodka and supplies that construction, which you gained’t get with one thing mainstream.”
At The Brixton in San Francisco, the Cucumber Basil Gimlet, that includes Gray Goose vodka, Veev acai liqueur, lime, basil and cucumber, has been on the menu for greater than 10 years and stays among the many high two best-sellers.
“I believe the softness of how that drink comes out is why it’s been so in style,” says The Brixton Managing Associate Adam Snyder. “It’s clear, it’s contemporary and I believe that’s what individuals at all times wished, but it surely’s extra so now than ever.”
619 Spirits affords a number of vodka-based cocktails at its restaurant and bar. The Pickle Tickle is comprised of its 619 Pickle vodka, lemon juice, lime juice, easy syrup and tonic. The Blood of the Scorpion consists of orange, grapefruit and 619 Scorpion Pepper vodka.
Spreading the Phrase
As a lot as individuals love vodka, the class doesn’t generate the thrill of tequila, bourbon and others; it doesn’t have a lot of a narrative. Sass of Southern Glazer’s thinks that extra schooling in regards to the variations between the components that go into vodka may assist increase the class.
“Vodka’s generally regarded as this ‘odorless, colorless, tasteless’ spirit, however there’s this variation in taste profile based mostly off the best way it’s made,” he says. “I don’t suppose we spend sufficient time speaking in regards to the base components” equivalent to wheat, corn and rye, potato, and explaining the totally different expertise and mouthfeel your get from every a kind of merchandise.
The trade wants to assist shoppers notice all of vodka’s potential as a spirit with depth, Sass notes. “There’s no age assertion in vodka, so it’s tough generally to let individuals perceive precisely what that subsequent tier of product is.”
On the Lark, Farfan likes to spotlight new and distinctive vodkas in order that “individuals get to strive one thing that they in any other case would have by no means tried.” One instance is a inexperienced chili vodka that she makes use of for Soiled Martinis, which has shocked and delighted many company.
“That is one thing they might by no means have ordered by themselves,” Farfan says. “However simply with the ability to get steered in that route, and simply making an attempt one thing that could be a little totally different than what they might have ordered for themselves, might be the largest a part of my job that I get pleasure from.”
Andrew Kaplan is a Queens, NY-based author who covers the beverage trade. Learn his latest piece, The High Tequila Tendencies of 2022.
