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Monday, January 24, 2022

Brands Report 2022: Vodka – Drinks International – The Global Choice for Beverage Buyers

So what? Well, of course the frequently surveyed samples take new approaches and evolve from year to year, but it always is — and the Ketel One has been number one for a straight nine rankings. What appears to have changed is that Ketel One’s grip on dominance is slowly loosening – 32% of the 2020 list said it was their first choice, 30% in 2021 and up to 2022 For we were down to 22%. door ajar. This is important because, unlike the Bacardi-owned, cognac-produced Gray Goose, the Diageo/Nolet distillery-owned Dutch vodka is not as strong outside the home. At the bar we polled in 45% of cases, it was the top-three vodka, while Gray Goose served the top-three in 61%.

It looks like the representative of Gray Goose has had a good year, but judging by the trending list, Kettle One hasn’t lost its cool. Meanwhile, Pernod Ricard’s Absolut (often its Elyx in this channel) has made profit – if not position. This year it was going to go to the podium of vodka 14% of the times (12%) and 34% of the times. Its house-knuckle performance pushes it ahead of Mot Hennessy’s Belvedere, while as of last year, the vodka’s share was 35% of the bar poured, rarely the primary pour—only 3%.

So, while the top two changed order this year, positions three to six remained the same. It’s a pretty old fall from Belvedere to Stoli in fifth. The Latvian-made brand, which leads the bar with Elite at the pointed end of Chanel, has finished fifth on six of the previous eight lists. Our data suggest an opposing strategy for Belvedere, with more burden at home – 9% of respondents had Stoli on Speed ​​Rack. However unlike the Polish-produced brand, the all-or-nothing approach prevails—it was among the back-up vodkas in 4% of cases.

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Following an appearance on the previous two trending lists, Tito’s, Texan vodka, took sixth place again, 6% making it its home, while Beam Suntory’s Haku made its debut (10% as a top-three choice). Was). Beluga dropped to eighth place with a similar performance, while Diageo’s Smirnoff and Korok — two brands not exclusively associated with high-end bar cocktail Chanel — round out the top 10.


The results of this report are the culmination of a questionnaire of 106 bars around the world, with each cherry selected to participate based on their performance at the Global Bar Awards. Our goal is to find out not only which brands sell the most, but also what’s trending. These two data sets give us information about the brands that are doing the most volume and the brands that are hot right now.

Brands Report 2022: Vodka - Drinks International - The Global Choice for Beverage Buyers


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