Nov. 21, 2013
Restaurant Sciences LLC, an independent firm that tracks food and beverage product sales throughout the foodservice industry in North America, reports that sales of on-premise flavored vodkas fell 11.7 percent from Q3 2012 to Q3 2013.
Analyzing more than 170 million drink orders, Restaurant Sciences found that flavored vodkas lost nearly one percent of its on-premise spirits market share from Q3 2012 to Q3 2013.
Chuck Ellis, president and CEO of Restaurant Sciences, said that despite the softness of the market, 46 new flavored vodkas were introduced since 2012.
"Flavored vodkas' on-premise spirits market share peaked at 8.7 percent in Q3 2012," Ellis said. "Since its peak, flavored vodkas have lost market share over the past 12 months to other flavored spirits, such as whiskey. A few select brands, such as Grey Goose Cherry Noir, up 11.6 percent, and Smirnoff Cranberry, up 19 percent, are still showing excellent growth."
Restaurant Sciences tracks more than 600 flavored vodka brands, with the Top 50 flavored vodkas accounting for 73 percent of sales. Among the larger brands, Absolut Citron, the flavored vodka category leader, saw a 1.8 percent year-over-year sales decline. While Grey Goose Cherry Noir flavored vodka is enjoying increased on-premise sales, all other Grey Goose flavored vodkas on-premise sales are off between eight to 20 percent. Other category leaders, such as Stolichnaya and Three Olives, are down more than 20 percent.
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