The new neutral
Vodka
Recent trends suggest that consumers are beginning to understand the ‘not so neutral’ nature of vodka. Cindy Panzera investigates why shopping for vodka is not as clear cut as it looks. 50 | National Liquor News
Vodka sits firmly at the heart of Australia’s accelerated
pandemic closing on-premise businesses, consumers
at-home cocktail and mixology movement, a trend
have been making their favourite serves at home and
spurred on by almost two years of lockdowns and
pursuing cocktail experimentation.”
on-premise closures across the country. From a
Stephanie Sarantakos, Marketing Manager for Grey
classic, dirty, or espresso Martini, to a brunchtime
Goose at Bacardi-Martini Australia, said vodka’s versatility
Bloody Mary, vodka’s ability to blend with virtually
is one of the reasons behind its increased consumption.
any ingredient is unmatched - making it the largest category within glass spirits. Vodka represents $825 million in national annual
“People are now bartending at home more than ever before, vodka is a great, easy ‘base’ spirit that can be used in many cocktails for the home bartender,” she said.
sales, and despite its leading position, the category still achieved a +13.6 per cent sales increase versus last year,
Challenging the notion of neutral
well ahead of the benchmark for total glass spirits (+9.5
Indeed, vodka’s neutral versatility and ability to serve
per cent), according to figures provided by IRI’s Liquor
as an efficient carrier for an endless array of cocktails
and Tobacco Consultant, Antonia Tolich.
and mixed drinks means it is often misconceived for
Underpinning this remarkable performance is a wave of new vodka consumers and home bar
being an odourless, flavourless, colourless spirit with little difference in taste profile between brands.
enthusiasts. Tolich’s data also revealed that almost one
Ewen Pettit, Co-founder of Idle Hour Spirits, said:
in 10 households purchased vodka at least once in the
“The old adage in vodka, and I hate saying this, is
past year - up by an extraordinary 2.6 percentage points
vodka’s vodka’s vodka. That makes it really hard for
compared to pre-COVID.
people to really understand the tiers or the levels of
Nicholas McShane, Brand Manager - Premium
vodka. And primarily, again this sounds terrible, but
Liquor at Stuart Alexander & Co, the distributor of
people drank vodka for the flavour of the mixer, not
AVOSH Vodka, said: “Vodka in Australia is a prime
for the flavour of the vodka.”
reflection of how at-home mixology has shaped
This perception, however, appears to be waning in
consumer purchasing and behaviour… with the
recent times. Impressive sales performance of premium
