Domestic vodka, like America itself, is diverse, with distinct DNA for each brand. Lately, American-made vodka has lots to celebrate. The quality is there, sales are up and brands are proliferating – sea to shining sea.
āRecently, American vodka brands have stepped up their game and have been focusing on distillation, quality of original ingredients and the care put into production,ā says Michael Sachs, director of marketing for E.&J. Gallo Winery, parent of the New Amsterdam brand.
The vodka category enjoyed another year of solid growth in 2017, according to the Distilled Spirits Council (DISCUS), with volumes up 2.2% and revenues up 3% to $6.2 billion. Vodka sales were paced by high-end premium products with revenue growth of more than 15% to $1.6 billion.
āOver the past few years a number of American distilleries have cropped up and created a renewed interest in American-made spirits,ā says Ryan Robertson, brand manager for American Anthem Vodka, the latest entrant in Diageoās vodka portfolio. āThe game has really changed for consumers in terms of domestics versus imports.ā
What is American Style?
While the TTB defines vodka as āneutral spirits without distinctive character, aroma, taste or color,ā that doesnāt do the American spirit justice. Each brand offers nuances in aroma and flavor, as distillers imprint their own stamp on the white spirit. And beyond the specifics of ingredients, distillation and filtration processes, a brandās DNA can embrace such intangibles as a pride of place and a sense of community.
āWhile American vodkas may differ in terms of the materials they are made from, what really defines them is the true American entrepreneurial spirit and how they reflect the person who created them or where they are from,ā says Melanie Batchelor, VP of marketing for Campari America. āThatās opposed to many international vodkas, which are motivated by tradition or process.ā Key to Skyy Vodkaās DNA, she adds, is that it was founded in San Francisco by a first-generation American who also happened to be an inventor.
Domestic vs. Import
Do American vodka drinkers understand the differences between domestic and import brands? And, if so, do they care? The answer is yes, no and maybe.
āConsumers care, but not like they would with bourbon or tequila,ā says Nathan Ruiz at Sodieās Wine & Spirits in Fort Smith, Arkansas. The retailer adds that, āThe most-asked questions about vodkas are if the product is local, if it is low in calories and if it is gluten-free.ā
āSome, but not all, American consumers differentiate between domestic and imported vodkas,ā says Nakhil Shah, Smirnoffās marketing director. Smirnoff is made and bottled in the American heartland, in Plainfield, Illinois. Itās distilled from corn, and the liquid is then filtered 10 times through charcoal. āIn the U.S., vodka is the most widely consumed spirit and therefore consumers have a broad understanding of the category, as well as access to many imported and domestic options,ā he adds.
āThe lines between domestic and imported vodkas have blurred,ā says Sachs at E.&J. āThere has been an extraordinary shift of Americans purchasing domestic vodkas over the past decade. Americans recognize that they can find quality domestic vodkas that can compete with imported vodkas across many price points.ā New Amsterdam Vodka is five times distilled and three times filtered, which results in a clean, crisp taste, according to Sachs.
āConsumers are becoming more interested in the authenticity and story behind brands,ā says Lauren Cherry, communications manager for Heaven Hill Brands. Deep Eddyās brand story has an authentic Austin heritage and portrays a uniquely American lifestyle. Burnettās Vodka is a quintessential family-owned and -operated company. Burnettās Vodka just underwent a major rebrand for the first time in 25 years, including a redesign of the bottle and package.
āHistorically, there has always been a comparison to Russian vodka, but I think these ideas are fading with the millennial generation,ā says Lyndsey Reimers, brand manager at Phillips Distilling, whose portfolio includes Prairie Organic and UV vodka brands. āAs with all things, āMade in the USAā carries a strong point of difference.ā
American Pride Sells
āBrands that focus on their American heritage are a sub-segment that is leading the growth of vodka,ā Robertson says. American Anthem Vodka, as the name implies, boasts a strong connection to flag and country. Indeed, the label incorporates the Stars and Stripes motif and announces āProudly Made in America.ā Social media taglines include āSalute the American Spirit,ā āCelebrate the American Spiritā and āRekindle the American Spirit.ā
āWe wanted to leverage the fact that American-made was a big interest in the category, as well as a value proposition,ā says Robertson about the strategy behind the brand launch. āTo create a broadly appealing vodka that was authentically American-made that offered premium quality and great value to consumers.ā American Anthem Vodka is made from corn grown in Iowa and Indiana and the liquid is five times distilled. āIt is also gluten-free, which is important for a lot of consumers,ā Robertson notes.
āWe couldnāt be prouder to be distilled in America and we absolutely lean into our American heritage in everything we do,ā says Batchelor about Skyy Vodka. Recently the brand launched its āProudly Americanā marketing campaign, which juxtaposes famous phrases from American history – such as āHome of the Braveā – with imagery featuring people who celebrate diversity.
āSmirnoff is proud to be made in America since 1934 and we proudly emphasize our American heritage in the brand story and marketing efforts,ā Shah says. The Smirnoff No. 21 āOnly the Best For Everyoneā campaign features actor Ted Danson, which highlights how Smirnoff is made in America and touches on the affordable price and high quality of the vodka.
A few American-themed vodka brands take the additional step of lending a helping hand to military personnel and veterans.
On the top of American Anthemās label, for example, is a star and chevrons with the words āCelebrate. Give Back,ā and the explanation that ā$1 per bottle made is donated to support military personnel and their families.ā Explains Robertson: āSince this is truly an American-made brand, what better way than to celebrate the American spirit than to partner with organizations that help the true heroes who serve and protect our freedomāboth here and abroad.ā American Anthem partners with two charities, Operation Gratitude and The Mission Continues.
Phillips Distilling Co. proudly supports veteran employment initiatives. Created by a U.S. veteran, UV Vodka is now supported by a workforce of approximately 10% veterans. Four years ago, UV created Salute to Heroes, a campaign that helps military veterans and their spouses find meaningful employment. Since 2015, UV Vodka has donated over $300,000 to this cause.
Changing Notion of Terroir
Unlike winemakers, vodka producers donāt lay claims that a particular regionās soil, climate and terrain influence the taste of the final product. But many do express a strong connection with their localities.
āWe speak more to āMinnesota Madeā than American made,ā says Reimers about Prairie Organic Vodka. Organically grown corn is sourced from family-owned farms in Benson, Minnesota, and the spirit is distilled in Princeton, Minnesota. āOur key differentiation is being USDA Certified Organic and the vodka is distilled to taste, versus a set amount of times.ā
Deep Eddy Vodka prides itself on its Austin heritage, which is where the brand is based, Cherry says. Itās made from corn, 10-times distilled and six times filtered. Its flavors are made with real fruit juice.
Titoās Vodka also plays heavily upon its American heritage, which it announces on the label: āCrafted in an old-fashioned pot still by Americaās original microdistillery.ā But the brand relies just as heavily on a sense of place, upon its Austin roots and its claim as Texasā oldest legal distillery.
āCustomers will really get excited if a product is locally made,ā notes retailer Ruiz at Sodieās Wine & Spirits.
Line-Extensions
When it comes to adding new expressions and flavors, each brand goes its own way. Some, like Titoās, focus strictly on the 80 proof original, while others are busy adding to flavor portfolios.
This spring, Skyy added to its Infusions lineup with Sun-Ripened Watermelon. āWatermelon is a huge trending flavor and is perfect for warmer weather,ā Batchelor says. āSkyy Infusions are made with real fruit, which helps us stand out in a crowded market.ā
āWe have not added any new flavors recently, but we are launching our new grapefruit-flavored vodka in early 2019,ā Sachs says. āOur flavors have proven to be extremely successful for New Amsterdam Vodka.ā
āGiven the saturated flavored vodka category, we decided to go the other direction and remove underperforming flavors and refocus on our core 10 flavors,ā says Reimers about Phillipsā UV brand. Introduced in 2002, Blue Raspberry is still one of the most popular flavors. Recently UV Silver (unflavored) Vodka has taken the lead for the brand.
For its part, Smirnoff offers a variety of flavor options. āWeāve found over the last three years that consumers want variety by season and cultural moments such as holidays. For us, our marketing around flavors has had the most impact when weāve prioritized support for flavors with seasonal appeal,ā Shah says. With this in mind, the brand launched a variety of seasonal limited-time flavor offerings such as Smirnoff Peppermint Twist for the winter and holiday season, as well as Smirnoff Red, White & Berry for all things Americana during the summer months.
The newest addition to the family is the Smirnoff Moscow Mule, a nod to its invention of the Original Moscow Mule cocktail over 75 years ago. This ready-to-mix ginger & lime flavored variant now makes at-home cocktail creation even easier ā just add ginger ale or ginger beer.
Right now, the brand team at American Anthem Vodka is too busy to think about adding flavors. āWe are knee-deep and very heavy in the launch of the unflavored expression,ā Robertson says. āOur focus for the next year or so is driving distribution and awareness. Who knows what the future holds in terms of line extensions or flavors.ā
Thomas Henry Strenk is a Brooklyn-based freelance writer with over 20 years experience covering the beverage and restaurant industries. In his small apartment-turned-alchemist-den, he homebrews beer kombucha, and concocts his own bitters and infusions. Read his recent pieceĀ Strong Sales Continue for Champagne and Sparkling Wine.