"The temptation, when analyzing market trends, is always to find a simple narrative, boiling everything down to basic cause-and-effect," notes Neil Smith. "In the years following the global financial crisis, analysts have always assumed that American market trends effectively boil down to simple economics, but as this article reveals, that is not entirely true."
Advertising Age confirms this. "Last year's rise in liquor sales was largely heralded as an indicator of a recovering economy, as more consumers shelled out for premium alcohol," the article notes. "But upon closer inspection, the story is a bit more convoluted."
As it turns out, the growth in liquor sales boiled down to sales spikes for two particular kinds of beverage--including both artificially flavored drinks (including vodkas) and also small batch, authentic browns--including Irish whiskey and single malt scotch, among other products.
The big-picture trend in all American food consumption--not just liquors--is toward all-natural, organic products, the article notes, which might initially seem to contradict this move toward artificially flavored vodkas. With that said, Advertising Age reveals that more than 40 percent of all U.S. products have flavored variants, beyond the traditional incarnations. "In vodka, which accounts for a third of all liquor sold in the U.S., 177 products launched in 2012 and 122 of those were flavored, accounting for nearly 1 million cases," the article continues. "According to Technomic's recently released Special Trends in Adult Beverages Report, nearly a quarter of all vodka consumed in 2011 was flavored."
As for specific drivers of the flavored vodka craze, Advertising Age suggests that many Americans are seeking to cut sweets from their diets, eliminating desserts and sodas--but perhaps finding some room for the sugary stuff in their cocktails.
The article also suggests that many Americans find appeal in the "scientific advancement" and wondrous new horizons symbolized by new vodka flavors. "Sure, it's a chemical compound likely more complex than most insect repellents, but is a liquid that tastes like cookies or candy or watermelon ... and that's magic."
"It is certainly a mostly-American phenomenon, with flavored vodkas not having nearly this kind of traction in other parts of the world, least of all Russia," notes Neil Smith Ukraine vodka producer. "While my management teams in Russia and Ukraine monitor this growing trend, my business sticks to its cultural routes, opting to produce subtle, non-sickly-sweet, flavor-infused vodkas. For our customers, the main priority is subtle well-integrated flavor. A great example is our Birch Bud vodka, Brunki."
Neil Smith, Ukraine vodka manufacturer, is currently the owner of the mighty Eastern Beverage Company.
ABOUT:
Neil Smith Ukraine vodka manufacturer, owns Eastern Beverage Company. Made up of both CVC in Ukraine and Russian Vodka Holding in Russia, the organization produces over 100 million liters of vodka per year. The Medoff brand is one of the most notable of the company's products, and it has won numerous awards for its unique, smooth flavor due to the filtering process, which takes place over honey. In addition to Medoff, Eastern Beverage Company produces Mernaya and Brunki brands, which are filtered over milk and aromatized birch bud respectively. Neil Smith, who graduated from Cambridge University, is also a chartered accountant.
