Market Watch, March 1, 2017
Its no secret that todays consumers are fickle changing from one spirit to the next with regularity Today Bourbon and other American whiskies are soaring but tomorrow it might be brandy gin mezcal or something else Amidst all that flux vodka has risen above the fray While individual brand performances have varied the underlying trend remains positive In fact vodka hasnt had a down year since 1996 and volume is now approaching nearly 75 million cases annu ally according to Impact Databank Consumers are still drinking vodka and theyre drinking it regularly says Reid 42 MARKET WATCH MARKETWATCHMAG COM MARCH 2017DESPITE PRICING PRESSURES AND FLUCTUATION AMONG INDIVIDUAL BRANDS VODKA REMAINS AMERICAS LEADING SPIRITBY CAROL WARDROCK SOLIDDespite declining in 2016 Smirnoff vodka the brands Blackberry Vodka Mojito pictured still leads with 935 million cases
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