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As the vodka category tentatively recovers, big brands are increasingly looking for ways to add local relevance to global operations. But is a ‘glocal’ approach sustainable and can it win consumer hearts?
2015 was a mixed year for spirits in the global travel retail channel, with volume and value figures both suppressed. But which of the category’s top 10 brands are faring the best?
Spirits sales growth in the US off-premise channel are significantly outpacing the on-trade, new data from Nielsen shows
Deep Eddy Vodka is set to open a distillery in Hays County, Texas, which is “at least five times the size of its current building”
Finnish drinks group Altia has struck up a deal with retail chain Marks & Spencer that will see Koskenkorva Vodka made available in 130 stores across the UK
Halewood Wines & Spirits-owned Whitley Neill Gin has moved into vodka with the launch of a new Sicilian-inspired blood orange variant
Beluga Noble Russian Vodka has partnered with French crystal and jewellery maker Lalique to create limited edition vodka Beluga Epicure, limited to 1,000 bottles
Gruppo Campari-owned Skyy Vodka is tapping into consumer trends for natural ingredients and pear-based products with the launch of Skyy Infusions Bartlett Pear
Beam Suntory-owned Effen Vodka has expanded its portfolio with the launch of new Blood Orange, Green Apple and Raspberry flavours
Pernod Ricard believes flavour culls across its Absolut vodka line and increased marketing spend will “stabilise” the brand following continued declines
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