vodka market with brands like Ketel One, Ciroc and Smirnoff, the top selling global spirits brand.
In the coming weeks, Diageo will launch Godiva chocolate infused vodkas and Moon Mountain vodka, which it says is artisanal, organic and made in the United States.
Earlier this year, the London based company launched Rokk vodka, a less expensive vodka made in Sweden, and Ursus vodka, which comes in bright colors and flavors like blue raspberry and fruit punch. canada goose coats Its label changes color when the bottle is chilled in a freezer.
Adam Rosen, Diageo’s brand director of vodka, said the company’s major brands are still growing, but that the new products serve consumer needs that Diageo was not meeting or fill gaps in the marketplace.
“The desire is to win in vodka and that means winning vodka share,” Rosen told Reuters in an interview.
The Godiva vodka, which will come in chocolate and chocolate raspberry infusions, is aimed at women drinkers with a taste for premium chocolate. It will be priced around $30 per bottle, in line with top shelf brands like Ciroc or Bacardi’s Grey Goose.
“We’re understanding the consumer’s desire to know where things come from,” Rosen said. Rosen said some 300 new vodkas have been introduced in the past few years alone.
Including an array of flavors from blueberry to vanilla, there are thousands of vodkas on sale in the United States and more coming all the time, said Ted Wright, founder of Fizz, a word of mouth marketing firm.
Still, Wright does not see Diageo’s new vodkas stealing sales from each other, or its other brands, since the new products seem aimed at highly segmented targets. Distilled Spirits Council. Vodka volume rose about 5 percent, outpacing the total spirits category, which grew about 1.4 percent. Only Irish whiskey and tequila grew more than vodka in the United States last year.
But the value of the vodka market rose only 1.7 percent last year, demonstrating that much of the growth was in the lower price range, in contrast to years earlier in the decade, said Frank Coleman, spokesman for the Distilled Spirits Council.