FLAVORED VODKAS: NAY OR HERE TO STAY
Are flavored vodkas on their way out? In our latest survey, WSD readers responded overwhelmingly (58%) that “no, vodka flavors aren’t going anywhere.” About 31% of respondents said, “yes, flavored vodkas have seen their day,” while 13% answered “maybe.” We were especially curious about the subject since we’d heard from multiple insiders that the large proliferation of flavored vodkas was actually turning consumers off from the segment – so many choices, so little time. However, most of you seem to think that the pending denunciation won’t happen anytime soon, or maybe never.
So why did the majority of readers choose “no, flavored vodkas are not on their way out?” It seems that premium brands (i.e. Grey Goose La Poire, according to one subscriber) have a much better future when it comes to the flavor subcategory. But whether or not a label falls under the “premium” category, “the strongest brands will survive.” At the same time, many survey-takers pointed out that flavored brands serve as an “entry vehicle to newcomers to the category, same as critter brands,” particularly when it comes to the younger drinkers. Let’s take a look.
“Quality is here to stay- though Smirnoff/Absolut and others are trying to monopolize the marketplace which ultimately hurts everyone else,” said one reader.
“Flavored vodkas will stick around as long as young drinkers keep trying different things.”
“The younger consumers like to taste and will continue to gravitate to flavor vodka.”
“Not in Ohio.”
“People love to mix, and love the sweet flavors.”
“The junk will wash out, replaced by high quality -- just like in every other segment.”
“They could be on their way out, but some new herbal flavors will be forthcoming.”
This all sounds very convincing, but clearly some people think flavored vodkas have very little chance, if any, of surviving in the foreseeable future. For those who answered “yes, vodka flavors are on their way out,” the central argument was “industry overkill.” Here’s what respondents had to say:
“Hopefully, retailers roll their eyes at the proliferation of too many brands and flavors,” noted one reader.
“Yes, but I'm a purist.”
"‘Absolut’ely.”
“Flavored vodkas are already out the door.”
“They are generating very little sales.”
“God I hope so.”
“The tequila category is exploding.”
So, even though a lot of you feel rather strongly about the subject, we feel that flavored vodkas are here to stay, at least for the next couple of years. Flavored tequilas and rums are also doing very well, which further widens the chasm of choices for consumers. But what can we say? People continue to love Starbucks which offers nothing but options for everyone.
So why did the majority of readers choose “no, flavored vodkas are not on their way out?” It seems that premium brands (i.e. Grey Goose La Poire, according to one subscriber) have a much better future when it comes to the flavor subcategory. But whether or not a label falls under the “premium” category, “the strongest brands will survive.” At the same time, many survey-takers pointed out that flavored brands serve as an “entry vehicle to newcomers to the category, same as critter brands,” particularly when it comes to the younger drinkers. Let’s take a look.
“Quality is here to stay- though Smirnoff/Absolut and others are trying to monopolize the marketplace which ultimately hurts everyone else,” said one reader.
“Flavored vodkas will stick around as long as young drinkers keep trying different things.”
“The younger consumers like to taste and will continue to gravitate to flavor vodka.”
“Not in Ohio.”
“People love to mix, and love the sweet flavors.”
“The junk will wash out, replaced by high quality -- just like in every other segment.”
“They could be on their way out, but some new herbal flavors will be forthcoming.”
This all sounds very convincing, but clearly some people think flavored vodkas have very little chance, if any, of surviving in the foreseeable future. For those who answered “yes, vodka flavors are on their way out,” the central argument was “industry overkill.” Here’s what respondents had to say:
“Hopefully, retailers roll their eyes at the proliferation of too many brands and flavors,” noted one reader.
“Yes, but I'm a purist.”
"‘Absolut’ely.”
“Flavored vodkas are already out the door.”
“They are generating very little sales.”
“God I hope so.”
“The tequila category is exploding.”
So, even though a lot of you feel rather strongly about the subject, we feel that flavored vodkas are here to stay, at least for the next couple of years. Flavored tequilas and rums are also doing very well, which further widens the chasm of choices for consumers. But what can we say? People continue to love Starbucks which offers nothing but options for everyone.
posted at 11:26 AM
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