Vodka is back in business
In a bar stocked with fruity gins, spicy rums, smoky whiskies and fiery tequilas, it can be easy for drinkers to overlook vodka. It’s a spirit that has faced fierce competition in recent years from other categories, but perceptions among bartenders and drinkers are about to change as the white spirit is experiencing a promising renewed interest.
Here, Becky Davies, head of commercial at Ten Locks, shares her insights into the resurgence of vodka, vodka styles to stock, and how to bring customers back and entice new drinkers to the famed white spirit.
Trading up
The pandemic saw a huge shift in spirits consumption as Brits splashed out on drinking occasions in the home. As hospitality gradually re-opens, the main trend we’ve seen emerging is premiumisation – consumers are prepared to trade up to a premium drink when drinking in venue, which has led to an increase in demand for quality, elegant, high end vodkas.
We’re seeing more characterful, flavourful vodkas appearing on the market to try and invigorate the category and bring excitement back to vodka. There is a clear desire for new and interesting natural flavours in vodka, and botanical vodkas are making their mark, bringing a whole new range of sophisticated, nuanced expressions to the category.
Bars should stock brands that bring customers up the price ladder with stories that enable bartenders to share why they command a higher price point. There’s an opportunity for lesser-known vodka brands to step in here; offering something out of the ordinary will appeal to those seeking more special experiences, build relationships between customers and bar staff, and establish outlets as a destination for something unusual and distinctive.
Versatility of vodka
Due to the renewed curiosity in vodka, bartenders are beginning to use it as a base for more unusual cocktails, and experiment with different flavoured mixers.
The subtleness and cleanness of vodka makes a great cocktail, infusion and creative spirit mixer, where the flavour combinations can shine and complement each other.
Historically, vodka is used in classic vodka-based cocktails such as Pornstar, Espresso Martini etc, but now it is beginning to be used more widely. It’s incredibly versatile and neutral in flavour so works well in fruit-based, or fruit infused drinks, spritzes, mules and punches.
Alongside this, consumers are becoming more mindful in their choices, seeking premium brands with a story to tell, and an eye on sustainability – and they care about they what they put in their glass.
That includes the mixer too. If you can offer a creative, craft mixer from a family brand, a local small business, or all-natural drinks, customers will remember it and come back for more.
Belgium enters the vodka market
While Belgium is famous for beer and chocolate, it has now ventured into vodka with newcomer to the UK drinks scene, Mary White Vodka. It celebrates the pioneering legacy of Mary White - the uncrowned queen of New York bootleggers - who turned the male-dominated world of alcohol production in the Prohibition era on its head.
To create its distinctive flavour profile, Mary White vodka (40% abv) uses malt as a base for distillation, which is then macerated in tailormade pure grain alcohol from rye and corn. The 100 per cent pure single expression is expertly refined and well balanced with cereal-like notes of bread dough and a touch of lemon spice. The finished product is a refined, elegant balance of citrusy flavours and earthiness, suited to both classic martinis and experimental cocktails, and for sipping neat or over ice. It’s a newer style of vodka, meeting desire to experiment, while retaining the purity vodka is renowned for.
Mary White is a striking and luxurious addition to any back bar and its elegant foliated marble bottle will certainly stand out on shelf.
One of our key vodka serving suggestions is a Bloody Mary White
Ingredients
50ml Mary White Vodka
10ml Amontillado Sherry
75ml tomato juice
10ml lemon juice
4 dashes Henderson’s Relish (or any alternative)
1 pinch celery salt
1 pinch black pepper
Hot sauce, to taste
Method
Build in highball glass, garnish with a celery stick and a lemon wedge, then serve.
Vodka – the one to watch
We predict the next year to be defining for vodka and we very much expect it to bite back at gin, as consumers branch out into other white spirits and come back to the vodka category. Vodka has long been an old faithful drink, but it’s finding favour again among drinkers eschewing fads and flavours, for stylish, elegant drinks with heritage and provenance, a story to tell, and that offer a quality, seriously great tasting drink with character.
Mary White vodka is available from Ten Locks now so contact the team on sales@tenlocks.com to find out more.
Website: https://ten-locks.com