Video: what are the secrets to vodka’s long-term success?
Delve into the key drivers behind vodka’s long-running success and the strategies that help the category sustain its impressive global volumes.
Matthew Brennan, commercial manager for Europe for Tito’s Handmade Vodka; Mohit Singh, founder of Desi Daru Vodka; and Zak Oganian, CEO of Origen X Group (owner of Mikolasch Vodka), engaged in a discussion titled ‘Vodka’s Enduring Appeal: Sustaining Global Dominance and Revitalising its Cool Factor’ at The Spirits Business Hub at ProWein 2025. Melita Kiely, editor-in-chief of The Spirits Business, moderated the discussion.
“If you compare [vodka] with things like whisky, which has a kind of ‘cult following’, or Tequila, which has artisanal storytelling, vodka is a bit overlooked,” said Singh. “I think due to its neutral flavour, people think it doesn’t have any flavour. But in my opinion, you can really create something of an experience as a drink.
“I would say also, it can be a bit overlooked in media and popular trends. However, I think most of us in the hospitality industry know that vodka is what keeps the lights on in a lot of bars, restaurants and retailers across the globe.”
Tito’s Handmade Vodka is an interesting success story. The American vodka brand overtook Smirnoff as the biggest-selling vodka in the States a few years ago – with just one product in its arsenal, available in multiple formats.
“We do one thing and we do it really well,” explained Brennan. “When opportunities would come up to expand into flavours, Tito [Beveridge, the founder] would just pass on that and say: ‘We’re going to keep doing this one thing and do it the best we possibly can’.”
But how can vodka inject more excitement back into the category to maintain its competitive edge against up-and-coming spirits?
“The cool thing when you’re looking at vodka as a category right now is it’s massive. But one category within the category that’s really accelerating is premiumisation – so, brands with identifiable qualities that really make their own place in the vodka category,” Brennan explained.
He continued: “I think if you go into vodka and you have a commodity strategy, you’re going to lose. That’s why [it’s] so important to build a brand as authentically as you can, and really stick to it, and not be so tempted to zigzag and go off course.”
Generally speaking, is the category doing enough to remain competitive?
“I think the vodka category is never doing enough,” said Oganian. “Again, there’s a little bit of a collective trap in vodka because on the one hand, it’s the most developed category, I would argue, for sure in the top three probably. A lot of trade, brand builders, or producers think that everything’s been done there. The only thing that hasn’t been done is maybe to tell a new story or do a new collaboration.”
Oganian continued: “One thing that vodka can double down on, to go up against other categories that are doing so well, is single out the provenance of a certain brand because this is what Tequila does so well, all the way down to Noms [Norma Oficial Mexicana], and so on.”
The complete panel discussion is now available to watch on The Spirits Business’ YouTube channel via the link below.
Earlier this week, the ProSpirits Report: The Future of Spirits presentation and panel discussion was also released in full. The remaining videos will be published over the coming weeks.
For further insightful interviews and discussions, check out The Spirits Business Podcast available on Apple Podcasts, Spotify, Amazon Music, and Acast.
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