Big chance or can there be a catch?

It is a fact that many consumers, especially the younger ones, do not like the taste of alcohol. The purpose of drinking alcohol is the effect.

Hence, historically, consumers have looked to disguise the taste with mixers or in the form of cocktails. It’s no coincidence that cola is still the biggest single mixer for this very reason.

Enter the role of flavors – another masking device, but introduces an extra dimension to that simple blender…

Case for flavors – vodka

Vodka flavors add a natural dimension to a category that represents variety and fun. History has also proven that flavors can redefine category appeal as consumer trends change and evolve. Absolut Peppar and Absolut Citron, launched in 1986 and 1988 respectively, were staged as prescription “drivers” for the likes of Bloody Mary and Cosmopolitan.

At the end of the record market in 2008, flavors continued to spread, introducing nostalgic childhood concoctions including cotton candy and whipped cream. For the target audience, they brought fun, excitement and disrespect to the vodka drinking experience.

But as tastes have changed, so has the fortunes of single-flavored vodka, seen as sweet, artificial, and somewhat outdated…

In 2018, Ketel One launched its vegan range, reinventing the concept of flavored vodka…on-fashion, designed to compete with gin and consume with the likes of soda.

All other major vodka brands have now followed suit in order to broaden the brand’s overall appeal.

The case for flavors – whiskey

Whiskey represents the most valuable category in the world of spirits. It offers versatility of the service along with endless opportunities for excellence. Historically, this category has been seen as intimidating and challenging to many younger consumers and women.

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