Global market review of vodka – forecasts to 2018

Global market review of vodka – forecasts to 2018

Published: September 2013
Publisher: / IWSR
Product ref: 181169
Pages: 88
Format: PDF
Delivery: Immediate download

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Some interesting developments have been occuring within the vodka category since the publication of our previous global market review of the category. Previous trends, such as premiumisation have certainly continued but it is flavours in particular which have seen the most evolution.

Although brands have always innovated to some extent, the pace at which they have done so has tended to be relatively slow.

More recently, however, the industry has experienced a surge in new product development.

This latest edition of the report therefore explores the burgeoning trend for confectionery-style flavours, spicy, all-natural and esoteric flavours plus a resurgence of old traditional flavours.

Local artisanal products and craft-distilled vodkas are also becoming more mainstream.

It considers the effect on the category of an increasing cocktail trend, more knowledgeable mixologists, the rise of a new generation of alcohol consumers and those seeking new flavours.

Vodka mixed with energy drinks continues to be popular as does mixing the drink with wine.

Producers have been altering alcohol strength to both lower and higher proofs whilst others promote the consumtion of neat vodka.

An increasing trend that has increased in importance since the last report is that of packaging and the need to differentiate between products and consider consumer perception..

The report provides insight to the performance of the category in 33 regions around the world and the specific influences in these individual markets.

13 of the leading vodka companies are also profiled.

With over 50 tables of data and quotes from some of the leading players, this report brings some great insight to this innovative and versatile of categories.


Diageo global category director vodka, gin and rum Edward Pilkington

Claire Smith, head of spirit creation and mixology for Belvedere (LVMH),

The Absolut Company vice-president global marketing Jonas Tåhlin

Nemiroff chairman Alexander Glus

Brown-Forman global managing director, vodka, Carmen d’Asendis

Diageo global innovation director Syl Saller

Blake Howard, vice-president of design solutions at Affinnova.

Diageo global design director Jeremy Lindley

Synergy founder and chairman Alexander Mechetin

Pernod Ricard deputy chief executive and chief executive elect Alexandre Ricard

Beam general manager Deb Boyda

White Gold CEO Kirill Kirakozov

Altia CEO Antti Pankakoski

Ladoga Group president Veniamin Grabar

Galakta marketing director Maria Annenskaya

Russian Standard vice-president for strategy Preston Mendenhall

La Martiniquaise president Jean-Pierre Cayard

Diageo managing director for Paraguay, Uruguay and Brazil, Olga Martinez

Brown-Forman marketing director, global travel retail Tim Young

Eraman Duty Free general manager Fawzy Ahmad

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Related research categories

By sector: Vodka (in Spirits)

By market: Global

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