Vodka is an exercise in excessive nuance as well as exuberant marketing. By design, vodka is processed to be a neutral flavoured spirit. Vodka may have subtle flavours, but compared to rum, brandy or whisky they are magnitudes less distinct. The fact is, unless you practice tasting vodkas regularly you would have a hard time discerning one from another. This doesn’t mean you can’t, it just means you need to exercise those memory muscles harder than for the other spirit categories.
The vodka market has changed over the past decade, thanks to some adamant bartenders who refused to make vodka cocktails and opened the minds of a whole new generation to the flavours of aged spirits and gin. Have no doubt that vodka is still a popular spirit with consumers but there has been a shift from mass-marketed brands to “handcrafted”, local products—although I’m not sure it is a significant enough shift to make small distillers rich. Capturing that shifting market requires a unique product or at least a story, so let’s talk about interesting vodka.
but it can also be viewed through the lens of gamification.
. When you have less, you need to sell it more.
Flavoured vodka is usually made from artificial flavours, though some are naturally flavoured (Bison Grass Vodka). Artificial flavours allow for a consistent product. Essential oils can be used, but creating a flavour that is appealing is the important part.
Insights into Vodka consumer attitude and purchasing behaviours
Catherine Prentice, Nikolai Handsjuk
Journal of Retailing and Consumer Services (Volume 32, September 2016)
The findings of this study particularly suggest that relevant marketers should allocate more resources to build a strong brand image, brand awareness, and positive brand perceptions.
Method of production of vodka “posolskaya” (Russia – 1972)
The method of obtaining national Georgian vodka “chacha” (Soviet Union – 1973)
Method of producing “pshenichnaya” vodka (1977)
Production of Vodka (CO2 Counter Current) (1973)
Method of making bread wine (Vodka) 1925
Method of making vodka (1960)
Treatment of grain alcohol (vodka) (1962)