Page 14 - Chase Distillery Teaching Note Flip 2022

• manufacturers shifting from utilizing artificial

colourants and flavour and favouring premium natural
ingredients.

• paradigm shift among consumers regarding their

health and intake of food and drinks.

The vast choice of gin brands may have driven the initial ‘me-
too’ mentality of the industry but the point of saturation may

well have been reached by 2022 as consumers began to

move away from established brands on supermarket

shelves and towards small batch gin distilleries and artisan
craft gin makers. (Ref 2, 5)

The result is that while competition is tough, ultimately, it’s

down to the product, brand identity, and packaging to

capture the attention of potential consumers.

These consumers were driven by a demand for provenance,
sustainability and traceability that first emerged in the food

market and subsequently the craft beer industry.

Vodka

The growing demand for flavoured vodka in the global

market is also expected to be a key factor driving the growth
of the vodka sector. Flavoured vodkas have also been

increasing in popularity due to their distinctive flavours and

taste profiles, which appealed to young consumers.

In the U.S., vodka is the number-one spirit which increased

by 2.8% in 2020 to reach 79.8 million 9-liter cases and
accounted for one-third of all cocktail sales nationwide. (Ref

3, 4)