By Jürgen Deibel
Vodka is among the best-selling spirits in the world. In Germany vodka was the spirit posting the highest sales at over 76.4 million bottles (0.7 litres) sold in 2022. Currently, the “little fire water” is undergoing a transformation from being an exclusively neutral, clear distillate to a characterful beverage with high-impact presence. There are various trends reflecting the “metamorphosis” of this spirit and all these trends can be seen and tested at ProWein 2024 from 10 to 12 March in Düsseldorf.
Back to the roots – the craft vodka movement
Probably the most visible change can be detected in the craft vodka movement. After decades when neutrality was key, craft vodka producers today increasingly focus on giving vodka more authenticity. A key aspect here is the concept “from the field to the bottle”. The producers keep all manufacturing steps under personal control – from harvesting to bottling.
For the vodka’s taste this means there is an understanding that already the choice of cereals, their grinding and mashing followed by fermentation impact the final distillate. Let alone the distillation process and potential finishing of final distillates. Manufacturers control and influence these processes very precisely today. Examples of craft vodka brands big and small include Tito’s Handmade Vodka from the USA (Hall 5, G10) or the Stalinskaya brand from Romania (Prodal 94 SRL, Hall 5, B43). Xellent Vodka made by Swiss company Diwisa (Hall 5, K42) uses regionally grown rye, controlled distillation and purest glacier water.
The result are aromatic vodkas with distinct flavour profiles. This means craftsmanship and love for the craft are in the foreground for each manufacturer. It goes without saying that most of them only produce small batches, which allows them to experiment with rare ingredients. As a result, a new variety of aromas is hitting the world of vodka.
Sustainability is trumps
In line with this development, sustainability is growing ever more important, impacting both small and large manufacturers to the same degree. Sustainable production, regional suppliers and the shortest possible transport routes are important buzzwords today. No wonder more and more organic vodkas are emerging, such as the Koskenkorva Climate Action. This Finnish distillery works not only with bio-energy and achieves a 99.9% recycling rate by consistently applied circularity; it also uses regenerative agriculture to grow the barley varieties for this vodka – meaning the cultivation captures CO2! Even the barley husks left over during the distillation process are used for power generation (Anora, Hall 5, D26).
Premiumisation
Another trend developing in the vodka segment over the past few years is the strong premiumisation. Premium spirits are always associated with luxury, craftsmanship and a demanding beverage culture. These aspects allow producers to address new, high-end target groups. Manufacturers try to set themselves apart from competitors with special flavour profiles, elaborate distillation and filtration methods as well as high-quality ingredients. A case in point is Höbe Vodka produced by the Estonian company Liviko (Hall 5, D10) using special silver filtration. However, the trend is also reflected in the bottles’ appearance: bottles are becoming more exquisite, their shapes more purist and designs more artistic.
Aromatised vodka in focus
Another trend in the vodka category continues unabated: the demand for flavoured vodkas. End users like this category because it makes for easy mixing at home. In addition, they open up new flavour horizons through a broad range of aromas such as berries, citrus fruit and vanilla through to spicier notes such as pepper, ginger or herbs. Bartenders also appreciate this category for designing creative cocktails. The pioneer in this field has been, and still is, the Swedish brand Absolut Vodka, which positioned itself in this segment early on and set standards with iconic bottle designs. Familiar flavoured editions also come care of Gorbatschow (Hall 4, E10, Henkell & C. Sektkellerei KG Henkell-Freixenet) or UKO Vodka, flavoured amongst other things with Himalayan Timut pepper (Hall 7, C60).
“Flavoured” can also mean matured, as demonstrated by Poland’s Debowa Premium Vodka (Hall 5, E58). This brand has been known for its creamy, very soft taste with a discreet oak flavour for many years now.
Low ABV – the new lightness
Healthy lifestyle does not stop short of vodkas either. Less sugar, lower alcohol content and a conscious diet also find their counterparts in the vodka category. The trend here is especially towards low alcohol by volume (ABV).
This makes low-alcohol vodka the ideal partner for mixed drinks, since it contains fewer calories than its cocktail partners liqueurs or bitters. Lowering the alcohol content to around 20%-vol. is mostly achieved by reduction or aroma concentration, as shown by Absolut with its Absolut Vodka Sensations or Trojka Vodka Blue (Diwisa, Hall 5, K42). This cuts the amount of vodka used in the cocktail; for the vodka itself this “thinning” produces a completely new, fresh look for this spirit.
Today, we are seeing a revival and new developments in every part of the vodka world. Young, innovative companies delight us with creative ideas and new approaches just as much as old, long-established brands do.
An excellent overview of this glamorous world of vodka will come care of ProWein 2024 with its Trend Show “same but different” in Hall 7 and the new brand world “ProSpirits” in Hall 5 – making ProWein from 10 to 12 March 2024 in Düsseldorf the world’s biggest and most relevant trade fair for wines and spirits. Some 500 of the over 5,700 exhibitors from around the world will present their spirits ranges.
Other spirit trends covered by ProWein 2024:
- Brandy – the grape renaissance
- Liqueurs – getting sweet(er) again
- Agave spirits – the world of agave – from mezcal and tequila
- RTD – Ready to drink
Note for Editors:
High-resolution visuals for ProWein and the graphs can be found in our photo database in the “Media & News” section at www.prowein.com
