Whereas vodka’s efficiency in journey retail over the previous yr hasn’t been fairly as spectacular as classes equivalent to gin or Tequila, it continues to be a big participant on this channel.
*This characteristic was initially revealed within the September 2023 situation of The Spirits Enterprise journal.
Volumes between 2021 and 2022 grew by 68%, based on IWSR Drinks Market Evaluation, marginally outperforming the overall spirits class’s progress of 67% over that point.
It’s persevering with to learn from a wide range of drinks traits of the previous few years. “The lockdown-enforced increase in house cocktail making has had an impact on gross sales in responsibility free and journey retail in addition to home gross sales, with an increase within the variety of prospects selecting merchandise equivalent to Tequilas, vodkas and liqueurs,” explains a spokesperson for the Tax Free World Affiliation (TFWA).
“Travelling customers are sometimes extra desirous to experiment as a part of their journey expertise, and are completely happy to look past merchandise they usually purchase. They may select a unique model or be tempted by a class they wouldn’t normally buy.”
Absolut Vodka was among the many manufacturers featured in Pernod Ricard GTR’s current activation, entitled New Time Zone, Identical Cocktail Hour, focusing completely on its white spirits. Constructing on that development for at-home cocktails, and squarely focused at Millennials and Gen Z, pop-ups have been positioned in airports all over the place from Sydney to New York. With Absolut “championing high quality blended drinks for all”, alongside manufacturers like Beefeater Gin and Malibu, the activation centered on cocktails and easy-to-replicate serves.
In the meantime, plenty of vodka manufacturers have set their sights on journey retail, aiming to construct on their success in different markets. Amongst these is the UK’s Au Vodka, working with GMAX Journey Retail, and White Claw Premium Vodka, which introduced its introduction into B&S Group’s responsibility free airport shops this yr, and extra just lately teamed up with DFS Group to make its vodka model accessible in choose US airports.
Vodka may not be the fastest-growing class in journey retail however launches equivalent to these recommend there’s nonetheless loads to play for.
Discover an summary of the entire spirits journey retail market right here.
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