Clever marketing and the fashion for cocktails is continuing to fuel the vodka sales phenomenon. Its neutrality makes it extremely easy to drink and the ideal cocktail base. It gives the desired result of an alcoholic kick to any choice of flavour.
However, while consumers in the US and western Europe drinks vodka mostly mixed, those in Eastern Europe, and particularly Russia, still prefer theirs neat. This may change in coming years as Russia’s style conscious youth look to follow western trends.
Eastern Europe still accounts for more than 70 per cent of the total vodka market, but it is the premium and super premium brands which are continuing to see growth. Economy brands have generally reported declines.