Demand for flavoured brands grows

Keep flavours in range: Absolut flavoured vodkas are said to be performing well.

THE versatility of flavoured vodka is boosting sales in Scotland’s bars and clubs.

Drinks firms contacted by SLTN said growing demand from bartenders for more interesting flavours to work with, coupled with consumers’ desire to try unusual drinks, has strengthened flavoured vodka’s position on the gantry.
“Bartenders are always looking to push the boundaries and are demanding more interesting and dynamic spirit flavours,” said Ian Peart at Pernod Ricard UK.
“Similarly, consumers are always looking for more exciting and unusual drinks to try and are encouraging bartenders to experiment with flavoured premium vodka.
“Flavoured vodkas play into these trends, allowing bartenders to produce simple yet interesting serves, as well as more complicated cocktails.
“It is therefore important for on-trade retailers to offer a selection of premium flavoured vodkas in order to capitalise on this popularity and ultimately boost their vodka sales.”
That view is supported by BBFB’s Mark Holdsworth, who said the value of flavoured vodka sold in the Scottish on-trade is up 64% year-on-year.
“Whilst flavoured vodkas are still in their infancy in Scotland and the UK, we believe it is an area of growth for the category and Grey Goose will be looking at ‘on the rocks’ and cocktail serves to drive these further,” he said.
Claire Hughes, UK marketing manager at Stock Spirits Group, which has launched the six-strong Keglevich Italian fruit-flavoured vodka range in the UK in partnership with Pinnacle Drinks, said consumer demand for flavoured vodka is healthy.
“Consumers are looking for variety and drinks that will adapt to their drinking occasion and/or mood,” she said.
“But they also want a quality product that tastes good.
“Operators should consider the benefits of stocking products that will give them the greatest flexibility to deliver against this demand, whilst minimising their stockholding requirement. The Keglevich range provides operators with that flexibility; to offer consumers new and appealing drink choices in the form of cocktails and long mixed drinks, whilst reducing the stockholding requirement for many different products usually associated with delivering cocktails.”

Image – Keep flavours in range: Absolut flavoured vodkas are said to be performing well.