CRAFT products and small-batch production are becoming important in many parts of the drinks industry. After aiding growth in the gin category in the last few years, there are hopes that craft could do the same for vodka.
Graeme Jarron, founder of Ogilvy Spirits, says craft influence is already being felt.
“We see the bigger brands looking to have provenance in the way new smaller craft distilleries are producing their products. For example, Absolut has started to market the provenance of their wheat for their Elyx Vodka,” he said.
“We see the vodka market developing in the way that the gin market has in the UK, and anticipate more UK craft vodkas being produced in due course.
“Consumers are looking for quality and provenance in their food as well as their drinks, and are more discerning about what they drink than they were.”
Ogilvy Vodka, launched in 2015, is entirely made on Graeme’s family’s farm in Angus, using water and potatoes sourced near the distillery.
• E & J Gallo Winery has launched its New Amsterdam Vodka, the American import introduced to the UK in 2013, in a new 35cl bottle.
David Mallory, channel director, UK impulse & on trade, said: “Following its huge success in the US, New Amsterdam Vodka has firmly established itself as a key player in the UK market. The addition of a 35cl size to the range will offer retailers the chance to capitalise on the growth of smaller pack formats across all spirits categories.”