Dutch Barn sees ‘big opportunity’ for flavoured vodka
Ricky Gervais-backed Dutch Barn has suggested flavoured vodka is ‘on the cusp of a transformation’, following findings from a survey carried out on social media.
The vodka brand posed three questions to followers on its Instagram page: 1) ‘Be honest – if you usually avoid flavoured spirits, is it because…?’; 2) ‘What do you think most flavoured spirits are made with?’; and 3) ‘Are you more likely to try flavoured vodka made with real fruit?’
For the first question, 38% answered with ‘you’re not sure what the ingredients are’, 28% went with ‘it feels like they’re targeted at young adults/inexperienced drinkers, and 34% went with ‘you tend to regret it the next day’.
For question two, ‘60% went with ‘artificial sweeteners and flavourings’, and 20% for both ‘added sugars’ and ‘natural ingredients’ filled out the other two responses.
For the third and final question, would they try it if it didn’t taste fake, an overwhelming 88% replied with ‘absolutely’, while 10% answered ‘not really’, and 2% with ‘nope, flavoured spirits are not for me’.
With 88% of respondents showing that would give flavoured vodkas a shot if it was known that the product wasn’t made with artificial flavours, and tasted as such, the brand suggested that there is an image problem in the flavoured sphere, which is also ‘ripe for reinvention’.
The survey comes after Dutch Barn released a new flavour last week, British Raspberry Vodka, which it claims is made with real British raspberries and ‘without the additives that often turn drinkers away’.
Dutch Barn founder Chris Fraser said: “This data shows that there is a big opportunity: people aren’t turning their backs on flavour – they’re just fed up with the fake stuff.
“They’re calling time on syrupy, synthetic vodkas and asking for cleaner, more honest spirits. They want premium flavour without all the junk – and that’s precisely what we’re here to deliver.”
To mark the launch of the raspberry flavour, guests at UK-based cocktail chain The Alchemist can enjoy a complimentary Berry Bellini cocktail made with the vodka throughout May.
Dutch Barn has partnered with the cocktail chain and features as the bar’s premium house pour.
The Yorkshire-based brand first launched flavoured vodkas last year as a trio: Black Cherry, Mediterranean Citrus, and Balinese Vanilla. Earlier this year, The Spirits Business headed up to Ellers Farm Distillery, where Dutch Barn is produced, to see how the vodkas are made.
The brand also launched The Spirit of Comedy stand-up competition in the UK last month, which its co-owner Ricky Gervais commented on: “As well as trying to make Dutch Barn a billion-dollar global brand, we thought we might as well try to find Britain’s second-greatest comic.”
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