Technomic: Flavoured Vodka Is Growing In Popularity


CHICAGO — The popularity of flavoured vodka is on the rise in the United States, according to a recent study from the Chicago-based research firm Technomic. 

Technomic’s “Special Trends in Adult Beverage (TAB) Report: Vodka Category Close-up,” reveals there was a 23.3-per-cent gain in flavoured vodka sales in the U.S. in 2011, making that segment among the fastest-growing divisions within the spirit industry.

“With flavours ranging from citrus to peanut butter and jelly, and entries available in all price points, flavoured vodka truly offers something for everyone,” said Eric Schmidt, director of Research for Technomic’s Adult Beverage Resource Group.

The Technomic report found nearly three-quarters of the vodkas introduced in 2011 were flavoured and that all of the leading flavoured-vodka portfolios grew in 2011.

The report projects continued growth for vodka in 2012, with flavoured vodka expected to fuel the surge.

“Flavoured vodka is one of the most dynamic categories in spirits today, and is growing in both the retail and on-premise channels due to its approachable and highly mixable positioning,” said Schmidt.

For more details about the report, visit

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