urges rm
n-trade’s top selling spirit . Scott Wright reports
hich is said to command a 2% share of the vodka market.
“In fact, Smirnoff Flavours themselves have taken a two percentage share of total vodka, which is great.” Diageo’s good cheer on vodka isn’t just down to Smirnoff, though. Ketel One, the ultra premium brand
produced in the Netherlands, is an integral component of the firm’s Reserve Brands division. Litherland said Diageo’s ‘super-
premium’ brands were benefiting from a wider consumer trend of people visiting bars less often but spending more with each visit. It’s a pattern credited with helping Reserve Brands record growth in excess of 35% year on year. Diageo said drinkers appear to be increasingly willing to ‘trade up’ on spirits. “We’ve seen premiumisation of the [spirits] category in the States over the years,” Litherland said. “It’s a natural phenomenon – people want to trade up and will continue to do so.
“At the moment people see it
[premium spirits] as an accessible indulgence, if you like, an every day treat when the general environment is a little bit gloomy. “I do think it’s a trend that will continue – there’s a lot of global evidence that it will be the case – and it’s certainly an opportunity we are fully backing in our business in GB.”
April 28, 2011 - SLTN - 23
Vodka chases cocktail culture
MARMALADE Martinis were on the menu at the launch of the latest bistro from Hotel du Vin. The limited edition Chase
Marmalade Vodka was the basis for the cocktails served with brioche at the breakfast opening of Bistro du Vin in London. Distilled in batches of 1000 bottles “a few times a year” at the Chase Distillery in Herefordshire, the vodka is made by marinating marmalade in Chase’s award-winning potato vodka, which is infused with fresh Seville orange peel. Chase Distillery produced its first batch of vodka in June 2008,
using potatoes grown on the farm. It also makes an apple vodka using cider apples, called Naked Chase; a range of four liqueurs (blackcurrant, elderflower, raspberry and rhubarb); and launched Williams Chase Gin last year.
The distillery has joined forces with London bar Purl to promote a special royal wedding cocktail for the big day tomorrow (April 29). Royal Jam combines the gin with strawberry conserve, lemon juice, lavender bitters and English sparkling wine Nyetimber Brut.
Chase Marmalade is produced in small batches “a few times a year”.
The Big Favourite
Throughout the UK Glen’s is recognised as the quality vodka with the very attractive price. In a recent blind tasting, carried out by a national broadsheet, it was voted number one beating some brands costing three times as much. The price clearly brings in the customers. It’s equally clear that the quality brings them back.
And, of course, new customers.
7 Laigh Road, Catrine, Ayrshire KA5 6SQ. Tel: 01290 551211.
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