CA(R)roc, New Amsterdam, Titoas Fuel Vodkaas 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.

. . .

To read more go to Shaken Daily

Read more on

Suggested Articles

Attorney John S. Berry, Jr. explains why operators should hire veterans, what to ask in interviews, and how staff should interact with veterans.

Bars and restaurants are becoming a more integral part of the hotel guest experience, serving the changing desires of tourists and locals alike.

The closing of multiple restaurant locations by several restaurant chains is both omen and opportunity.