The vodka game will always have its share of dominant brands, but upstart craft distilleries that enter the market with fervor and quality keep the category healthy by offering options to bar owners and by keeping the big boys on their toes. This month we look at a little bit of both.
No other spirits segment in the industry knows competition like that of the vodka category. For a colorless, flavorless liquor, there are seemingly endless options on the market, with new entries constantly emerging to find a way to invigorate a spirit with such a plain foundation.
Therein lies the appeal of watching some of the category stalwarts continuously reinvent themselves, whether with new flavor profiles or fresh marketing campaigns. Last month we talked about ABSOLUT Tune in our Exotic Spirits profile [Bar Business Nov/Dec 2012, pg. 11), an engaging combination of vodka and sauvignon blanc. And just a few weeks later, we’re looking at ABSOLUT Hibiskus, a unique blend of hibiscus and pomegranate flavors. As the most recognizable name in vodka, ABSOLUT continues to push the envelop of creativity.
“ABSOLUT reinvented the vodka category back in the early 80s, coming in with a different kind of product and communication approach, as well as flavors,” says Laurent Cutier, Senior Brand Manager at ABSOLUT. “And we are continuing to innovate. We’re always trying to transform our category. That’s what we do. And as a natural strength we are always looking for the next move.”
The slightly acidic, berry-flavor hibiscus underlined by the sweet notes of pomegranate creates the intriguing new ABSOLUT flavor. Made from all natural ingredients with no added sugar, ABSOLUT HIBISKUS is versatile and easy to mix. “In recent years, a sophisticated trend has emerged as more bartenders are adding floral ingredients to the mix,” says Eric Horowitz, Senior Brand Manager at ABSOLUT, Pernod Ricard USA. “We are thrilled to bring a distinct floral flavored vodka to bartenders and consumers alike with ABSOLUT HIBISKUS, a fiercely original combination of floral and fruit flavors poised to create a new trend in vodka cocktails.”
Likewise, the folks at Ketel One Vodka view the challenges of the category as fuel for continued innovation, even as the brand remains at the pinnacle of the spirit segment. On-premise, Ketel One strives the become a bartender’s best friend.
“Ketel One vodka is committed to being the most recommended vodka by bartenders worldwide and, as a result, we are very focused on the on-premise,” says Ed Bellow, brand director at Ketel One. “This concentration on the bartender was responsible for Ketel One’s initial growth in the United States. Beginning in 1983, Executive Vice President, Carl Nolet, Jr., traveled the country visiting countless bars and educating bartenders about the craftsmanship of the brand, his family’s ten-generation distilling legacy, and their unwavering commitment to the ultra-premium quality found in every bottle. Today, Ketel One remains true to this model and prides itself on the relationships it builds with the bartending community.”
