Spiced-up spirits
When yet another customer ordered a spiked lemonade at the Washington, D.C., hangout Tryst, bartender Marcy Militano reached for the Bacardi Limon and found the bottle was dry. Looking for a sub, she rummaged through new rum flavors Bacardi had sent the bar, grabbed Razz, and whipped up a tasty raspberry lemonade. "Different, but so good," raved thirsty patrons.
Those are winning words in the booze business. Drink menus were once identical, but then came the cosmo craze, which gave way to the apple-tini obsession, and then a flavor explosion. Now bargoers expect to wow their palates with something new every time they tipple. The trend has catapulted flavored vodkas into the in-crowd; more than 3 million cases were consumed last year, in large part thanks to "flavor originator" Stolichnaya (whose new Stoli Cranberi and Citros are coming in June). Scrambling for market share, other companies are trying to find their niches.
Bean-boozled. Vanilla vodka, which led the pack with a jump of 177 percent in 2002, has two new members of the family. Absolut Vanilia, the first product intro from the Swedish brand in four years, is in the process of national rollout. The company declares the mix of vanilla, butterscotch, and dark chocolate to be more than "just a new spelling." Our testers agreed, quickly draining the bottle. Skyy Vanilla ("a blend of Madagascar vanilla bean with hints of amaretto") is joining the Skyy Vodka line this month, along with Skyy Berry and Skyy Spiced. The latter boasts "natural spice flavors including cinnamon, nutmeg, and clove essence." Rum and Coke is the No. 2 bar drink, so Skyy hopes a rummy vodka will send more people its way.
Rum isn't rolling over, especially when vodka already represents one fourth of all spirits sold. "They're the behemoth on the block," explains Paul Francis, a Bacardi marketing manager. Bacardi's new flavors--Razz, Coco, and Vanila (misspellings are also hip, apparently)--are meant to resonate with vodka drinkers while giving a different taste. U.S. News testers were pleased: "Vanilla rum is yum," said one.
Not everyone is a fan. Too sweet, some say. Others think the fad will fade. As for Militano, her cocktail shaker is ready.
Party Flavors
ABSOLUT VANILIA
The testers loved the frosted bottle. Then they fell for its contents. Tastes divine with ginger ale.
BACARDI RAZZ
Even the self-proclaimed "not rum people" guzzled the delish raspberry daiquiris. Or mix with lemon-lime soda.
SKYY SPICED
"It's like drinking a yule log," one tester enthused about his vodka and Coke combo.
Party Flavors
ABSOLUT VANILIA
The testers loved the frosted bottle. Then they fell for its contents. Tastes divine with ginger ale.
BACARDI RAZZ
Even the self-proclaimed "not rum people" guzzled the delish raspberry daiquiris. Or mix with lemon-lime soda.
SKYY SPICED
"It's like drinking a yule log," one tester enthused about his vodka and Coke combo.
This story appears in the April 28, 2003 print edition of U.S. News & World Report.
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