Flavoured vodka is "on the cusp of a transformation", a recent research has show following findings from a survey.
Ricky Gervais-backed Dutch Barn posed three questions to followers on its Instagram page regarding consumers' views on flavoured vodka.
It was seen in the survey that 88 per cent of respondents stated that they would give flavoured vodkas a shot if it was known that the product wasn’t made with artificial flavours, and tasted as such.
60 per cent of those surveyed believe flavoured vodka tastes artificial, assuming it’s loaded with sweeteners, synthetic flavourings, and too much sugar, causing many to steer clear of the category altogether.
The survey comes after Dutch Barn released a new flavour last week, British Raspberry Vodka, which it claims is made with real British raspberries and "without the additives that often turn drinkers away".
With the rise of ingredient-conscious consumers, greater demand for transparency, and growing scrutiny over what’s really in their bottle, the survey suggests flavoured vodka is on the cusp of a transformation, from a guilty pleasure to a credible, premium choice.
Dutch Barn founder Chris Fraser said, “This data shows that there is a big opportunity: people aren’t turning their backs on flavour – they’re just fed up with the fake stuff.
“They’re calling time on syrupy, synthetic vodkas and asking for cleaner, more honest spirits. They want premium flavour without all the junk – and that’s precisely what we’re here to deliver.”
The Yorkshire-based brand first launched flavoured vodkas last year as a trio- Black Cherry, Mediterranean Citrus, and Balinese Vanilla.
The brand also launched The Spirit of Comedy stand-up competition in the UK last month, which its co-owner Ricky Gervais commented on, “As well as trying to make Dutch Barn a billion-dollar global brand, we thought we might as well try to find Britain’s second-greatest comic.”
