Lack of color, and some would say flavor, didn’t stand in the way of vodka ruling the hooch market for years. But it’s predicted the Russian favorite will soon be overtaken by whiskey.
Yep, good old Doc Holliday, cowboy saloon, whiskey.
A Credit Suisse analyst note says the jump to amber-colored spirts comes as people want more "authenticity, heritage, and taste" in their libations.
Quartz writes cost isn't an issue as party goers seem to be willing to part with a few more coins because "they seem more interesting in flavor and history.
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But Faded Industry says the old standby didn't want to grow stale, and distillers began making their vodka in flavors like lemon, lime and cranberry. Then things really got crazy with offerings of smoked salmon, buttered popcorn, and peanut butter and jelly vodka.
Nielsen research says flavored whiskey spurred as much as 75 percent of the growth seen in the whiskey category for calendar year 2012.
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