FLAVORED VODKA IS FINALLY GROWING UP,
which may seem like a funny thing to say about an in-
tegral part of the biggest spirits category. Let's say the
segment is maturing - fi nding its essence and true nature.
Vodka is getting respect from bartenders and consumers
alike as a smooth, refi ned and, yes, delicious product.
Sure, it went through a phase, throwing out some ex-
travagant fl avors that might have been more at home in
candy stores, cake shops or on cereal shelves. That big
bump of fl avor proliferation overstuffed retailers with SKUs,
glazed-over consumers' eyes with the plethora of choices
and dragged down category sales. Now, no more kid's stuff.
Taking a fresh look at fl avor, producers are slimming down
portfolios and making more thoughtful introductions. As a
result, fl avored sales are back up and the category is sup-
porting grown-up fl avor debuts with new campaigns.
FULLY
MATURED
by
THOMAS
HENRY
STRENK
StateWays | www.stateways.com | May/June 2017
35
