Word: vodka
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Thanks in part to an explosion of new flavored vodkas, U.S. consumption of the liquor has been on a steady rise over the past decade. At the same time, gin seems to have disappeared from the cocktail menu. Last year Americans drank nearly four times as much vodka as gin. To reverse the trend, some distillers have come up with a novel solution: make their drink taste less like gin. By lightening up on the juniper and amping up other flavors, they hope to make gin more palatable for a new generation--and woo vodka drinkers. Some of the best...
...VODKA...
...Danzka vodka's specially designed metal bottle is made to chill vodka to optimal temperatures 50 minutes faster than vodka in glass packaging and also keep it ice-cold for almost an hour longer...
...same way fans of single-malt Scotches and small-batch bourbons latch on to favorite labels. But the goal is to add more cachet than character to the drink. Training drinkers to call for your brand when ordering a cosmopolitan is the industry's Grail. By submerging the vodka in cranberry juice, the consumer is effectively paying for nothing but the brand...
...only Grey Goose has managed to achieve that status, which is why it sold 1.4 million cases in the U.S. last year--and is projected to sell 28% more than that this year. Absolut is still the most popular vodka brand in the U.S., selling 4.5 million cases annually, but it stopped growing at about the time Grey Goose and its peers took flight. Spirits-industry analysts say that's why privately owned Bacardi recently bought Grey Goose for $2 billion: it wanted to have a hit superpremium vodka in its stable before floating an initial public offering...