Night and day: vodka’s consumption shift
With vodka drinkers moving their imbibing away from nightclubs, we look at the category’s change of pace.
*This feature was first published in the April issue of The Spirits Business magazine.
A few years ago, you had Daniel Craig dancing down the streets of Paris at night for Belvedere. Now, you have Patrick Schwarzenegger chilling by the pool with his feet up drinking daytime Martinis for Ketel One. The contrast in campaigns from two of the category’s big-name brands hint at how vodka has changed its ways over the past few years.
Noting the change, Adam Rogers, IWSR research director, says: “There has been a shift to casual social consumption occasions, including daytime or early evening, with lighter-ABV serves accompanied by food pairings.”
He says price bands in vodka that experienced volume growth from 2023 to 2024 were value and super-premium. Current trends also indicate Gen Z are doing their drinking a little earlier in the day than past generations might have, and are perhaps also more intentional in what they drink.
Vodka remains relevant for this group, notes Rogers, whose comments are based on North America in particular, but “primarily as a flexible, mixable base within convenient, flavour-driven formats, rather than as a standalone, identity-driven spirit”, he says.
Rogers says Gen Z “often prefer intentional, daytime social drinking occasions, and are mainly approaching vodka through flavour- forward vodka-based RTDs (ready-to-drink)”.
He adds: “Trial is increasingly driven by social media, influencers, and peer recommendations rather than traditional advertising or brand legacy.”
Pernod Ricard-owned Absolut’s chilli pepper-flavoured vodka launch with hot sauce brand Tabasco, for instance, has been all over social media since it hit the market in late January.
The Bloody Mary is the natural partner and brunch is a focal point. But Craig van Niekerk, the brand’s vice-president of marketing, notes there are multiple spaces at play: “There’s the home party and home bar, and in the mid-energy, smaller sized groups from the daytime to early evening is definitely where we want to be.”
For Absolut, Tabasco was about injecting more imagination into the category.
“A consumer posted that it’s the first time they thought of vodka in years, because it just becomes so nascent in people’s minds,” van Niekerk recalls of a reaction on social media to the launch.
“There’s nothing wrong with product quality when it comes to vodka, it’s the perfect flavour enhancer, but how do you get people thinking they’re actually drinking vodka cocktails?”.
Intentional Drinking
Looking at how consumption is changing and the ongoing do they/don’t they drink discourse about Gen Z, van Niekerk feels the landscape is more intentional. “It might be fewer occasions, but more consumption per occasion, and from there, it’s very intentional about the mood, who they’re with, and what they want to consume,” he explains.
This isn’t just confined to Gen Z, he clarifies: “This notion of, not nightclubs dying, but people preferring to consume in more daytime, medium-sized groups and a mid-energy space is something that’s been evolving for a number of years. It’s not a brand new phenomenon, and you get some of the vodka brands pivoting into that space.”
Van Niekerk suggests a natural correction of vodka consumption taking place. “We’re talking a lot about the brunch occasions, specifically in the case of Bloody Mary, but maybe it’s just because vodka was so over-indexed in that ‘traditional release moment’ of nightclubs in that high-energy vodka Red Bull area.”
Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, feels the shift is more towards a social occasion rather than as a consumption occasion.
He explains that with the switch from high-energy moments in, say, nightclubs, to more relaxed daytime settings, the flavour profiles that people look for are different. That “opens the door to more subtle flavours and different ways of consuming”, he adds.
Vodka is still versatile to the point where it can be mixed with anything, but McFarland sees the shift as an “opportunity rather than a negative for vodka in that the moment with the late night has disappeared”.
In the past, he says: “A lot of vodka adverts were based around dance music, whereas now you see a lot more brands trying to engage with emotional connections that one would have while you’re on holiday, or at a different time.” The approach to Kirker Greer’s Ukiyo vodka brand is centred around Japanese heritage and having a zen moment.
“It’s the polar opposite to the nightclub, and Ukiyo literally means ‘floating world’,” McFarland says. “The stuff we’ll talk about is more around that moment ‘for you’, rather than a moment for everyone else.”
Bethany Trundle, head of creative strategy at North Yorkshire’s Ellers Farm Distillery, says the shift leads exactly into where its vodka, Dutch Barn, positions itself in the market. In the UK, she believes moderation can stem from “an inbetween place where people don’t have loads of money, but when they do spend it, they want to spend it on things that are quality, and that do genuinely taste good.”
Dutch Barn prides itself on natural, high-quality ingredients to create its flavoured range. “That’s where we sit, and we like to refer to our audience as the sort of ‘exhausted majority’,” Trundle says. “People that are just getting on with their lives, but it’s tiring, and when they do get the chance to relax, they want to do that at home, with their friends having a laugh and drinking something that genuinely tastes good, is produced well and that they know comes from a place of quality.”
When The Spirits Business visited Ellers Farm last year, founder Chris Fraser posed the idea of bringing vodka to a dinner, like one would with a bottle of wine, which is a societal norm. “If you rocked up in the old days with a bottle of vodka. It said something about you,” he said, “whereas we want to get to a place where you bring a bottle of vodka along to your friend’s, and that comes with the story of what it is, and everyone’s then drinking it in really nice cocktails.”
Produced at Cardrona Distillery in New Zealand, The Reid Vodka is the sort of drink you could sip on its own and would buy for that purpose. Henry Caulton, managing director of the distillery, acknowledges the longstanding association vodka has with late-night drinking, but says “that’s definitely starting to shift”.
“We’re seeing the vodka occasion show up much earlier in the evening – think well-made vodka Martinis before dinner – and the context feels quite different,” he says. “That shift is tied to broader changes in consumer behaviour, as people are drinking less but better, becoming more intentional about both what they drink and how they spend time together. There’s more emphasis on smaller, meaningful moments – sitting down, sharing a drink – and that naturally changes what you reach for.”
He notes this is where The Reid comes in. “It’s a single malt vodka handcrafted from malted barley, which gives the spirit a beautiful weight and distinct character,” he continues. “Unlike much of modern vodka, which is known for neutrality, it has real texture and character. It’s a vodka you seek out, savour, and share.” Caulton isn’t saying goodbye to the late night, but increasingly, “vodka belongs to occasions where quality and experience matter most”.
Considering the shift towards considered, flavour-led occasions, McFarland notes consumers, particularly Gen Z drinkers, are “increasingly looking for premium spirits that bring a sense of place and a distinctive profile to the glass”. He adds that at the same time, “the category is moving away from the cloying sweet flavours that dominated a decade ago, towards lighter fruit, floral and even subtle umami notes that feel more balanced and versatile in cocktails”. This is where Ukiyo’s rice vodka sits.
McFarland highlights the vodka’s Japanese rice base, which “creates a naturally soft, slightly floral character with a gentle creaminess on the palate”.
“It gives bartenders something more nuanced to work with compared with traditional neutral-grain vodkas, whether that is in a refined Martini, a crisp Highball, or a lighter Spritz-style serve suited to daytime occasions,” he says.
Trundle adds that for a time, people were “quite wary of flavours”. For Dutch Barn’s Fraser, flavours are “a massive growth driver. Our flavours are our best-selling SKUs, ginger particularly, because that’s not one you see so regularly.” Trundle believes that now that people are tasting high-quality flavoured spirits, “there definitely is a resurgence in the want for that, and that people can demand better quality”. She says the Ginger Spiced Vodka is something people happily drink neat rather that needing to mix into a cocktail.
Kirker Greer is working on a new vodka brand called Hoshi, which will debut with a Tokyo Pure expression alongside three Asian- inspired flavours later this year, offering interesting, subtle Japanese flavours.
“There’s no one playing in that space,” McFarland says. “We know we can do it because we’ve done it well with Ukiyo in the gin space, and we’re bringing that in simply because the question is the right one: is vodka moving into a different consumption pattern and a different occasion? Our view is yes, and therefore we want to make sure that we’ve got a product that meets that occasion, which is a bit more sophisticated,” he says.
More broadly, McFarland says the launch of Hoshi reflects a wider shift in vodka: “Rather than simply acting as a neutral base, the category is increasingly embracing ingredients, provenance and flavour profiles that add character while still retaining vodka’s versatility.”
Traditionally seen in the VIP area of high-end nightclubs, Grey Goose returned to flavoured vodka this year with Berry Rouge. Made with four berries – blackberry, strawberry, blueberry, and raspberry, all sourced from the Mediterranean, and all natural – the product taps into “balanced lifestyles”, says Aleco Azqueta, vice-president of global marketing.
“When people do want to participate with spirits and occasions, being an all-natural product like we are, and delivering that premium experience, is something that really resonates.”
Highlighting daytime as a big trend, with Italy for aperitivo and the US for the golden hour, Azqueta says it’s “about connecting with friends and for those looking for lighter and brighter styles of cocktails”, especially with its signature cocktail the Rouge Royale, which is a Spritz- style serve that combines the vodka with lemonade and rosé wine.
Reinventing nightlife
With that said, nightlife is still a “massive moment” for Bacardi-owned Grey Goose, Azqueta maintains. He just suggests the scene has “reinvented itself a little bit”.
“Nightlife is always a celebratory occasion”, he says, pointing to “vibe dining”, where “it might be a little bit earlier in the night, you’re sharing a meal with friends, but it’s not just about the meal, it’s about the experience”. Grey Goose Altius, the brand’s ultra-premium vodka, fits into this occasion.
“It’s also about rituals, and we have one in that ‘vibe dining space’ that we call Goosebumps. It’s a chilled glass of Altius with a caviar bump, and has become really popular on social media,” Azqueta says.
“People want to be wowed and have experiences that they can share both in the moment, but then also across social media – so these rituals are getting more and more important.”
Experiences are also key in Grey Goose’s strategy. Azqueta highlights the brand’s presence at the US and Australian Open tennis grand slams, which gives Grey Goose the “ability to be in two hemispheres”.
“People attend to almost just immerse themselves in the experience itself,” Azqueta says. “Especially with Gen Z, who are looking for more of an experience than just watching tennis. It offers an opportunity to go with your friends, dress up for the event, and just really enjoy a full day or evening session,” he adds.
Grey Goose is also the official spirits partner for the film The Devil Wears Prada 2, which Azqueta already pins as a “cultural phenomenon” ahead of its May release, and which he notes, especially with Gen Z, as being an example of the importance in “tapping into cultural moments”.
Evolved release
Of these moments, van Niekerk talks again about the ‘release’ in vodka. “When you think about release, it was always one very thin slither of the spectrum, which is nightclubs, and people aren’t going to nightclubs as much now, and so you’re pivoting.”
Now, he says “it’s anything from fitness parties to self- care cocktail hour to festivals, live sports inside a stadium and interactive foodie experiences”, so “the release has evolved”.
Trundle, meanwhile, finds that people are much more intentional with their drinking and look for genuine quality. “There is more time being spent on building out these more considered consumer experiences,” she says, “rather than it being a pure volumes game.”
Van Niekerk adds: “People need to remember that vodka is not dead, it’s not gone anywhere and it is still the most penetrated category globally.”
As vodka grows out of its latenight reputation, a new one for earlier in the day definitely seems to be developing.
Industry insights
What opportunity does vodka’s shift away from the late night present for your brand?
Jose Sedano – commercial director, Eight Lands
“At Eight Lands we see a great opportunity for our Organic Vodka range in the ‘lower tempo’ consumption occasions (brunch, predinner, and casual socialising), where consumers demand greater choice to align with their more conscientious purchasing habits regarding better quality drinks, authenticity, natural ingredients, sustainability and craftsmanship.”
Manon Brianceau – international brand manager, Sobieski, William Peel and San Jose
“The shift away from late-night occasions creates new opportunities to position vodka in lighter, more versatile consumption moments. The vodka category is gradually aligning with the global low-alcohol trend driven by consumer demand for moderation, wellness, and mindful drinking. That is why Sobieski has launched a low-ABV (18% ABV) range, combining expressive flavours with lower alcohol content to support lighter drinking occasions and cocktail experiences without compromising on taste. Sobieski offers a smooth and flavourful drinking experience, made with 100% natural flavours, and distilled in Poland.”
Andreas Ioannides – managing director, Noblewood Group
“Beluga Vodka has always been rooted in the moments that define a certain way of life – caviar, fine gastronomy, elevated ritual. The shift toward daytime and lifestyle occasions is, for us, a natural progression rather than a pivot. From our consecutive partnership at the Snow Polo World Cup in St Moritz – including the Beluga igloo at Kempinski Hotel – to long summer afternoons on sundrenched terraces with lighter serves, these are spaces where Beluga already belongs, and where we continue to grow.”
Maxime Girardin – founder, Pegasus Distillerie
“Vodka consumption is clearly shifting from latenight clubbing toward more social and refined occasions like festive dinners and cocktail gatherings, which aligns perfectly with the audience Pegasus Vodka is designed for. Through our upcoming Martini Constellation programme, Pegasus Vodka brings to the bar new elevated Martini rituals, from lighter brunch serves to bolder late evening creations.”
Kevin Clark – chief operating officer, Round 2 Spirits
“Consumer focus has trended to quality and better ingredients – exactly what Weber Ranch agave vodka delivers – better ingredients, better vodka. Our versatility invites consumers to enjoy in many venues, occasions and expressions. From staples like Espresso Martini to trend setters like Matcha Martini, Weber Ranch meets consumers where they are.”
Vanda Everke – CEO, Spy X Vodka
“Vodka’s shift toward earlier occasions reflects a broader move toward more considered drinking. For Spy X, this creates opportunities in fine dining and gastronomic settings. Recently, at the elegant Limoni restaurant in Portugal, chefs presented signature dishes cooked with Spy X, while our upcoming collaboration with Aqua Hong Kong reflects our expansion across global fine-dining destinations where vodka is increasingly part of curated drinks and cocktail programmes.”
Max Lloyd – head of UK on-trade, Symposium Spirits and Respirited British Made Vodka
“The shift towards drinking earlier in the day has seen an upward trend in vodka Spritzes and Highballs. Meanwhile, the Bloody Mary has always been a British institution, particularly at brunches and lunches – and this year we’ve seen more Respirited British-made vodka Bloody Marys appear on menus.”
Alessandro Mansueto – brand manager, Król Luxury Organic Vodka
“Daytime occasions represent a genuine opportunity for premium vodka. Consumers are drinking less but trading up, and that calls for a different approach – longer serves and those that offer a lower ABV, as well as giving reason to choose Król from a busy backbar.
“At Król, we put our organic provenance and terroir front and centre in our communication and education, working with bar teams to build serves that reflect how their guests actually drink, and elevating classic opportunities like the vodka soda rather than abandoning it, for example, we add agave syrup to create more depth.”
Anne Martin – chief marketing officer, Stock Spirits Group
“This shift creates an opportunity to expand beyond traditional serves through flavourled innovation, lowerABV variants and new formats including ready-to-drink and ready-to-serve cocktails. Vodka’s versatility allows us to meet demand for more casual, social occasions while introducing lighter options aligned with moderation trends, helping to recruit new consumers and support continued growth across our vodka portfolio.”
Mohit Singh – co-founder, Desi Daru
“Vodka’s move beyond late-night drinks opens up premiumisation and occasion-led opportunities. It allows us to position our brand around quality, craftmanship, and early evening socialising. For Desi Daru, this allows us to showcase that our liquid is smooth enough to sip, and to expand into more refined, intentional drinking moments. Ultimately, it leads to a deeper connection with our end consumer.”
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