A mature category in a mature market, but Europe retains potential for vodka – Category Intel

While vodka’s overall performance remains flat, bright spots are emerging in North-western and Southern EuropeProvenance is a key growth driver for brands in higher price segments, particularly as the less-but-better trend continues to gain groundA ‘renaissance’ of the martini serve has created significant opportunities for vodka in the on-premise, and the spirit continues to prove essential to the mixology toolkitBrands looking to onboard new consumers are finding success with vodka-based RTDs, which continue to outpace total alcohol in growth termsA martini renaissance, the rise of RTD