Rise of vodka on track

AS Wadhwa, CEO and Executive Director of Natures Bounty Wines and Allied Products Ltd., feels that vodka is one of the iconic spirits and its suitability in cocktail creation gives it popularity in the distilled spirits domain. Despite slow development in bringing newness to this category, its reach is almost intact.

Industry veteran AS Wadhwa is enthused about vodka, which according to him, is still the most selling spirit in the world. He however, agrees up to limited extent to the argument that through the world vodka category has been ‘dumbled down’ as there is not much ‘newness’ in the category. But he also asserts that one can’t generalise. He mentions that “small craft vodka producers are doing well and providing interesting super price category in the market.”

“The efforts are in place to revitalize the variants and new experiments are in progress to produce diverse vodkas in terms of flavours and ingredients used. Making of organic vodkas, use of new raw materials to process them and inclusion of new flavours in flavoured vodka category have been bringing newness in the vodka family, which can facilitate it to compete with other spirits,” he says.

Under Wadhwa’s leadership Natures Bounty has been dealing in Estonian vodkas apart from other spirits and wines. Silver Swan Vodka and Silver Swan Vodka 1688 Pure Rye, which are among the vodka brands within the ambit of his company, are produced from the oldest distillery in Estonia and are made of winter rye called Sangasta.

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