Long Live Flavoured Vodka

Flavoured Vodka is Dead, Long Live Flavoured Vodka
By Scott Lenik

Online spirits sales unlike wine has been in a small decline in
the last six months as people focus on spending their income
wisely. There are though some interesting trends in online
spirits sales which should not be ignored.

For the last five years the spirits industry and online spirits
has been driven by the amazing growth of vodka, which has now
overtaken whisk(e)yas the number one category. This growth has
fuelled online spirits sales and driven retail pricing, but it
has peaked. Six percent of all vodka online is flavoured vodka,
and gin is, after all a flavoured vodka.

It is now surprise that the online vodka drinker is moving into
gin, and the category is growing in a robust manner. Premium gin
online is in the most growth at 9% with brands like Beefeater
24, Tanqueray No Ten, Hendrick’s, Brockman’s and a very new
brand Sipsmith steaming ahead. All these great brands have one
thing in common, small batch production, great bottle design,
clever marketing and above all great tasting product.

Online spirits will bounce back into growth via the gin
category and ironically it will be the online space where
consumers discover these brands. Vodka online is suffering from
the same problems the wine online merchants have with champagne
sales, as the category has become too ostentatious and
expensive. Sparkling wines such as Prosecco are replacing
champagne online and gin is replacing vodka.

There is also another two online spirits categories which are
pushing the industry out of decline. The first one is bourbon
which is American whiskey, which must consist of at least 51%
corn with the remainder being wheat and/or rye, and malted
barley. Originally created out of Bourbon county. This great
category has been in dynamic growth for 6 years lead by the
daddy Mr Jack Daniel’s, but other brands like Wild Turkey,
Buffalo Trace and Blanton’s are growing. Online bourbon sales
have continued to be strong and certain key words are not cheap
to buy because of their growth.

The second one is online gold rum with brands such as Havana
Club, Matusalem, Pampero and Appleton’s and it is the cocktail
industry that is driving this growth as well as a trend back to
authentic spirits.

Online spirits will come back into growth and it will be
authentic spirits that pull them through, but for gifts online
or special occasions you cannot go far wrong with a spirit.
Flavoured vodka online may not be dead but it is the old
flavoured gin that will steal the show online. It is now
surprise that the online vodka drinker is moving into gin, and
the category is growing in a robust manner. Premium gin online
is in the most growth at 9% with brands like Beefeater 24,
Tanqueray No Ten, Hendrick’s, Brockman’s and a very new brand
Sipsmith steaming ahead. All these great brands have one thing
in common, small batch production, great bottle design, clever
marketing and above all great tasting product.

About the Author: The Purveyor is a retailer of fine wines,
http://www.thepurveyor.com/spirits.html online spirits &
http://www.thepurveyor.com/champagne-sparkling-wine.html online
champagnes. At the Purveyor you can
http://www.thepurveyor.com/spirits.html buy wine online in 6
bottle or 12 bottle cases or as a single gift. Contacts For
interviews, images or comments contact: Scott Lenik Sales and
Marketing Director Email: scott@thepurveyor.com

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