Flavoured vodka sales have fallen in on-trade

Flavoured vodka sales have fallen in on-trade

Sales of flavoured vodka in the US on-trade have fallen 12% in the past 12 months, despite continued new entries to the category, latest figures reveal.

Tracking firm Restaurant Sciences said yesterday (19 November) that 46 flavoured vodkas were launched between Q3 2012 and 3 2013 in the US, but the overall category lost around 1% of its on-trade spirits market share in the period. The company said other flavoured spirits, such as whiskey, took the share. 

Some “select brands”, including Grey Goose Cherry Noir and Smirnoff Cranberry, were still showing “excellent" sales growth, Restaurant Sciences added.

A Restaurant Sciences spokesperson told just-drinks the company does not release sales numbers to media.

The firm tracks around 170m drink orders in the US foodservice industry, along with around 600 flavoured vodka brands. It also tracks Canada, but the country is not included in the latest figures. 

Absolut Citron, the flavoured vodka category leader, posted a 1.8% year-over-year sales decline in the 12 month period, Restaurant Sciences said. Stolichnaya and Three Olives were “down more than 20%”, it said.

A report last month said that the global vodka market grew by 0.3% last year, with sales under pressure in Eastern and Central Europe.

Expert analysis

The Future of the Spirits Market in the United States to 2017

The Future of the Spirits Market in the United States to 2017

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