He adds: “We saw this moment as an exciting opportunity to create a liquid that takes the guesswork out of mindful drinking, and that allows consumers to effortlessly mix light yet delicious drinks.”ĭiageo was one of the early movers in the low‐ABV ‘vodka’ space, releasing its 30% ABV Ketel One Botanicals range in May 2018, said to be the first of its kind at the time.
Grey Goose Essences is the vodka brand’s lower-ABV range The past year saw Bacardi release its 20% ABV Plume & Petal ‘vodka’ line and the botanical‐infused Grey Goose Essences (30% ABV) collection. Sean Eckhardt, senior vice-president and managing director, sales, Bacardi North America, says more consumers are making a balanced lifestyle a priority, paving the way for drinks that cater to them. We see this as a great opportunity to attract consumers to the vodka category by creating a range of products that meet the desire for interesting and innovative spirits presented in a new and exciting way.” Hayward continues: “The success of gin has opened up the consumer’s thirst for new and interesting products that have botanicals and natural flavour at the core. But the producer hasn’t ruled out a move into the low‐and‐no space, as interest in the category is “hard to ignore”, adds Hayward. The Scottish distiller released its G52 Botanical Vodka in 2020 in two 40% ABV variants: Rich Coffee and Fresh Citrus. “Consumers have become much more aware of botanically flavoured spirits over recent years through the huge success of the gin category, and it is only natural that this will cross over into the vodka category,” says Glasgow Distillery Company’s co‐founder Mike Hayward. Distillers have also sought inspiration from the gin sector and launched botanical‐infused bottlings. Major vodka brands, including Smirnoff, Ketel One, Grey Goose and Svedka, have ramped up their innovation efforts in the lower‐ABV space to recruit new consumers by offering products made with less sugar and fewer calories.
Distillers are embracing provenance and are seeking to attract ‘mindful’ consumers with ‘healthier’ alcohol alternatives. The vodka category has shaken off the shackles of overly sweet and confectionery flavours and is moving towards lighter serves and lower‐alcohol offerings to attract consumers back from competing categories such as gin. *This feature was originally published in The Spirits Business magazine. Innovation in vodka has come in the form of lower-ABV expressions and new flavours We explore their creative approaches to giving the neutral spirit new life. Vodka producers are reinvigorating the category by tapping into the health-conscious demand for lower-ABV drinks, revisiting flavoured variants and borrowing tactics from gin.
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