I have stated here that we are more about reviewing straight up vodka as opposed to the flavored vodkas.  With that said, of course, we have reviewed two entries in the flavored market with good results. So a reader posted a comment wishing to know more information on the flavored vodka market.  What is the size, revenues, etc. Good question. While we do not have revenue figures, we do have an overall feeling on the marketplace. As stated on our page “Marketplace” we have stated that the vodka market is more mature….it went through the desperately popular phase which effectively gave birth to a lot of the premium brands we have reviewed here and most have come to know well. Martini’s were the rage.  But “martini” then meant straight up vodka, well shaken, with a little “dirt” in it, such as olive juice, or vermouth.  Now, martini’s mean everything under the sun.  They are laced with all kinds of flavors and concoctions that vary little from other specialty drinks.

All this to make the point, that as a market matures, the brands that enjoyed their cash cow position introduces new products to keep the interest of the buying public and try to further gain that all mighty market share that all the financial whacks in each company wish to see. The straight up vodka market has matured and flattened. It is not disappearing.  But the market place is now enriched with offerings from many premium brands to the movement taking place now whereby local distilleries are making their brand….many marketing regionally at first, then going on to a more national scale.  Tito’s of the Austin area fits this.  I hate Tito’s. Texans love it. Every place in this region carries it, and now, it is expanded to a larger market. We will be reviewing a few of these regional offerings in the near future

But the other thing that has happened is the onslaught of flavored vodkas. This market place overall nearly equals the straight vodka market in size.  Every premium brand now offers a multitude of of flavored vodkas.  These are driving the drink choices in the mixtures mentioned above that call themselves martini’s, if but for the only reason is that they are served in a martini goblet.  Once again, while I do not have the numbers or the patience to research such, I do know the size is as stated above.

I continue to focus on the straight vodka market in this site, and will continue to do so. But I know that many of the readers out there are more familiar with the flavored vodka market.  Many of you started drinking vodka onluy on flavored vodkas.  And for this, we will also continue to post periodic reviews on the flavored market as well

Happy drinking.


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