The pandemic-driven trend toward consuming cocktails at home has helped Vermouth weather the worst of Covid-19 and bodes well for the segment’s near term, according to a recent report.
Speaking to Global Drinks Intel magazine this month, a raft of brand owners have explained how Vermouth managed to grow its volumes in 2021 compared to the year before, when lockdowns were at their most prevalent. Citing figures from IWSR Drinks Market Analysis, the article states that the segment’s volumes last year were up 5.3% on 2020, totalling 18.1m nine-litre cases.
“We were able to keep sales at the same level during restrictions,” said the president of the Dolin French vermouth brand, Pierre-Oliver Rousseaux. “People had time to make cocktails at home and were happy to discover basics and classic cocktails.”
According to the co-founder of the El Bandarra Vermouth from Spain, Alex Virgili, the current focus for him and his rivals is on digital sales. “Direct-to-consumer and e-commerce have been key,” Virgili told Global Drinks Intel. “Currently, our D2C represents up to 10% of our overall sales and is growing.”
The September issue of Global Drinks Intel magazine has been published this week. For more details, including how to subscribe to Global Drinks Intel, click here.
