Quality trumps quantity amid vodka’s shifting sands in Europe – Category Intel

The European vodka market is changing in intriguing ways. While talk of a major revival overstates the situation, perceptions of what remains a backbar staple are shifting in some quarters. On the one hand, volume-driven, price-sensitive markets such as Poland and the Baltic states continue to decline in volume and the cost-of-living squeeze is forcing some consumers to trade down to standard and value brands. On the other, premium-plus vodkas are making outstanding progress despite the difficult trading conditions, growing 19% in 202