The vanity of vodka – we can make it work harder

Nick Gillett, co-founder and managing director of successful spirits distributor Mangrove Global, celebrates the potential of more vodka variety in-store

I would bet my life that there’s not a booze shelf out there – off trade or on trade – that doesn’t have at least one variety of vodka upon it. Vodka is the world’s biggest spirits category in the world by volume but is it, well, just a little bit dull? There’s absolutely no doubt there are some great brands doing exciting things but, compared to other categories, you have to look quite hard to find them. Here’s how to inject some excitement into your in-store vodka range…

Nick Gillett

You probably stock a staple vodka or two that you know will always sell. But where’s the excitement in that? Trialling an independent brand or two, at a more premium price point, will bring some interest to the range and perhaps even encourage an upgrade. There are some great British producers doing good work in this space, like East London Liquor Company, FAIR, and Portobello Road Distillery. And some of these brands are bringing sophisticated flavoured varieties too, such as Toasted Coffee Bean vodka from Portobello Road – another good way to expand and diversify your in-store range.

Beyond that, we’re seeing a huge uptake in ready-to-drink and ready-to-serve products (expected to grow at a volume CAGR of 6% up until 2027) – covering the full spectrum from premixed cans through to premixed cocktails. If your customers like convenience, RTDs are worth trying out, and remember to keep them cool so they’re ready to sip. Mick Jagger said, “There are no absolutes in life – only vodka” but that doesn’t mean we can’t do a little more with it!