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Sales of flavored vodkas crash

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The writing was on the wall, and now the over saturation of flavored vodkas is killing the category.

According to Restaurant Sciences, sales of flavored vodka in the on-trade fell 11.7 percent from third quarter in 2012 to the third quarter in 2013. as other flavored spirits such as whiskey became more popular.

Figures collected from more than 170 million cocktail orders shows the market share peaked at 8.7 percent in the third quarter of 2012, but went on to lose 1 percent in the subsequent year.

“Since its peak, flavored vodkas have lost market share over the past 12 months to other flavored spirits, such as whiskey,” said Chuck Ellis, president and CEO of Restaurant Sciences.

Restaurant Sciences, tracks more than 600 flavored vodka brands in the US on-trade. Grey Goose flavors declined between 8 and 20 percent depending on the flavor.

Stolichnaya and Three Olives declined beyond 20 percent.

Restaurant Sciences reported the introduction of 46 new flavored vodkas since 2012. The world may be getting a bit fatigued with the classification.

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