5 Reasons to Add Imports to Your Vodka Selection in 2017

Apr. 26, 2017

With the youngest millennial now of drinking age, the alcohol industry has a unique opportunity — and challenge — to tap into their spending power by considering their priorities and preferences.

According to CNBC, a whopping 72% of millennials prefer to spend their money on experiences, not “stuff,” opting to travel and attend music festivals rather than commit to an investment in cars or homes. But how does this trait translate to their drinking preferences?

They’re willing to spend more for higher-quality drinks, for starters. And while “imported” has historically provided a sense of allure to customers because it comes from abroad, it’s truly what’s inside the bottle that matters most. Millennial consumers tend to prefer products with a sense of place and authenticity, which presents a valuable opportunity for imported vodka brands in particular.

Keep reading to discover five ways imported vodkas can resonate with consumers in 2017.*

1) The Origin Story

Consumers are increasingly conscious of sourcing and ingredients, whether it’s in their food, wine or spirits. The small, family-owned distilleries behind many imported vodka brands use water from nearby springs, source ingredients from nearby farms or even grow their own ingredients, such as potatoes.

2) The Authenticity Aspect

Millennials crave transparency from their preferred brands; not only do they want to understand the source of origin, they want to feel connected to that community as well. As an example, the rise of rye whiskey in the last five years demonstrates consumers’ willingness to embrace the details behind spirits. Imported vodka producers are now considering how this enthusiasm can translate to clear spirits.

3) The Innovations

The U.S. market should soon start seeing more interesting innovations coming from import vodka brands. While wheat, corn and potato remain at the top, vodka distilleries are experimenting with ingredients such as malted barley and hemp seeds.

4) The Elevated Offering

While imported vodkas certainly weren’t immune to the flavored vodka trend, there’s been a consistent consumer interest for premium and super-premium vodka. As consumers’ purchasing choices continue to trend towards more elevated options, these imported vodkas can be highly appealing.

5) The Social Opportunities

Social media continues to be the way to reach the millennial consumer base, and imported vodka brands are looking to engage in the space with new technologies and digital campaigns. And it works – not only do millennials love to post photos of themselves imbibing, they also frequently share alcohol brands’ social videos and posts.

Talk to your Breakthru Sales Consultant today to learn more about our imported vodka portfolio.

 

*5 Imported Vodka Trends in 2017, Beverage Dynamics