Flavored expressions account for less than 20% of all Whiskey sales in the U.S., but with flavored vodkas accounting for more than 20% of all Vodka sold in bar and restaurants, and flavored rum accounting for nearly a third of all rum sales, CGA sees the opportunity for flavors to gain this year.
Similar to Vodka drinkers’ preferences, “berry” was the most popular cocktail flavor among U.S. consumers in 2019, followed by “fruity and sweet” aromas in second position, and “citrus” in third. “Spicy” flavors saw the biggest uplift in popularity (+2.6%) over the past two years. Incorporating spicy vodka into a Bloody Mary offering could be an appealing option for many and also help operators cater to earlier daypart demand, CGA predicts.
“In the US, spirits such as Whiskey, Vodka, and Rum are critical components of a successful On Premise beverage program. Brands and operators can tap into American consumers’ favorite flavors in spirits and mixed drinks to maximize the potential of these flourishing categories,” said Andrew Hummel, client solutions manager – Americas.