Some interesting developments have been occuring within the Vodka category since the publication of our previous global market review of Vodka.
Previous trends, such as premiumisation have certainly continued but it is flavours in particular which have have seen the most evolution.
Although brands have always innovated to some extent, the pace at which they have done so has tended to be relatively slow.
More recently, however, the industry has experienced a surge in new product development.
This latest edition of the report therefore explores the burgeoning trend for confectionery-style flavours, spicy, all-natural and esoteric flavours plus a resurgence of old traditional flavours.
Local artisanal products and craft-distilled vodkas are also becoming more mainstream.
It considers the effect on the category of an increasing cocktail trend, more knowledgeable mixologists, the rise of a new generation of alcohol consumers and those seeking new flavours.
Vodka mixed with energy drinks continues to be popular as does mixing the drink with wine.
Producers have been altering alcohol strength to both lower and higher proofs whilst others promote the consumtion of neat vodka.
An increasing trend that has increased in importance since the last report is that of packaging and the need to differentiate between products and consider consumer perecption.
The report provides insight to the performance of the category in 33 regions around the world and the specific influences in these individual markets.
13 of the leading vodka companies are also profiled.
With over 50 tables of data and quotes from some of the leading players, this report brings some great insight to this innovative and versatile of categories.
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