Vodka provenances give brands ‘head start’

Communicating provenance helps increase vodka’s high-end appeal, but consumers are more swayed by the quality of the liquid, says Belvedere’s head of spirits creation.

Claire Smith, head of spirit creation at Belvedere vodka, claims provenance can give vodka brands a “head start”

Speaking to The Spirits Business, Claire Smith, also head of mixology for Moët Hennessy-owned Belvedere Vodka, said that vodka producers are turning away from traditional “bling factor” marketing tactics and becoming more sophisticated through a communication of provenance and heritage.

“Vodka today is globally distilled and variously defined, perceived as neutral and lacking in character,” she said.

“This perception has been driven in no small part by the proliferation of aggressively distilled neutral grain spirits that were introduced into the US in the 20th century.

“Provenance is one way to describe why our vodka tastes the way it does.”

Vodka has been appealing to these advanced marketing tactics in recent years, mirroring those of whisky in a bid to enhance its high-end appeal and stand out within a saturated category.

One example of this is Grey Goose vodka’s recently launched Fly Beyond campaign which focusing on the story of the vodka’s creation and history.

However, Smith adds that provenance communication is only important in vodka marketing to a certain degree.

“Provenance only plays a role in the vodka category if it communicates heritage and expertise,” she said.

“However, this alone cannot guarantee the creation of an exceptional vodka, it only gives you a head start.”