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Citrus and Whipped Cream flavours boost US vodka sales

Flavoured vodka has accounted for a quarter of all vodka sales in the US during 2011.

Pinnacle Whipped Cream Vodka
Pinnacle’s Whipped Cream Vodka flavours have driven sales for the brand

According to Technomic’s Special Trends in Adult Beverages (TAB) Report, flavoured vodka increased by 3.3million 9-litre cases during last year, and is now ranked amongst one of the fastest growing spirits categories in the States.

Almost three quarters of all new vodkas launched during 2011 were flavoured, with the most popular sold throughout the year being citrus, raspberry and whipped cream.

Beam’s Pinnacle Whipped Cream flavour grew 324.5% during the period, making it the leading flavoured vodka brand in the US.

“With flavors ranging from citrus to peanut butter and jelly, and entries available in all price points, flavored vodka truly offers something for everyone,” said Eric Schmidt, director of research for Technomic’s Adult Beverage Resource Group.

“Innovation around flavors is non-stop, which means suppliers are keeping consumers engaged by constantly bringing new offerings to the marketplace. Flavored vodka is one of the most dynamic categories in spirits today, and is growing in both the retail and on-premise channels due to its approachable and highly mixable positioning.”

The report added that it expected 2012 figures to reveal double-digit growth for the category.


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