Cîroc, New Amsterdam, Tito’s Fuel Vodka’s Rise While Category Leaders Carve Out Modest Gains
Source: Shaken Daily
The U.S. vodka market continues to achieve solid growth, but its rise isn’t being driven by its leading brands, but instead by a few upstarts that are generating eye-catching gains. Vodka depletions advanced by 5% in the U.S. market last year, to 70.7 million nine-liter cases, according to Impact Databank. However, the category’s top 10 brands combined for an aggregate gain of just 3.2%. As such, even though they account for slightly more than half of the market’s total vodka volume, they were responsible for less than one-third of its growth in 2012.
Meanwhile, upstart brands like E.&J. Distillers’ New Amsterdam Vodka (up by more than 1 million cases in 2012), Diageo’s Cîroc (+555,000 cases), Phillips Distilling Co.’s UV (+410,000 cases) and Tito’s Handmade Vodka (+270,000 cases) have reshaped the U.S. vodka market with their success, stealing share from more established brands while adding incremental growth to the category.
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