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The Swedish Empire Strikes Back
Posted by Stephen Green  ·  16 January 2006

My precious is finally bringing some hurt on all those upstart vodkas:

"Our strategy of one source and just-in-time production gives Absolut a unique advantage in an increasingly crowded market," says Bengt Baron, CEO of Absolut parent V&S Group of Stockholm.

A saturated market is more like it. Absolut pioneered the premium vodka segment in 1979, using stylish packaging and clever advertising to convince consumers to shell out an unheard-of $20 a bottle. After two decades as the undisputed king of the heap, Absolut is now feeling the pinch as a slew of new brands and flavors hit the market. In recent years, more than 100 vodkas have launched in the U.S. alone, helping knock Absolut's share down from 58% in 1999 to 36.5% in 2004.

Neat.

(Hat tip to the GZ Expat.)

Comments

Swedes don't really know how to make a good vodka.

Well, I mean compared to say what Russians or Poles make, cause Absolut is pretty much excellent when compared to US/UK crap.

Posted by: Warmi at January 17, 2006 12:23 AM

The only Russian restaurant in town (Guangzhou) serves only two premium vodkas on its menu...Absolut and Skyy. Stoli is on the next tier down.
Stick a bottle of these three in the freezer and take a shot of each...you tell me which is the smoothest.

Posted by: GZ Expat at January 17, 2006 02:57 AM

Is it correct to talk about a "saturated market" when talking about the market for vodka?

Posted by: kevino at January 17, 2006 07:00 AM

"Sodden" market, perhaps? And I still can't tell any difference between one brand of grain neutral spirits plus water and another.

Posted by: Robert Speirs at January 17, 2006 07:05 AM

Cranberry Vodka and lemonade, YUMMY!

Posted by: Sandy P at January 17, 2006 07:58 AM

The trendy new vodka is called "Bong."

The bottle is shaped like, well, you can guess. With a little breakout piece so you can repurpose the bottle for the obvious use.

Pretty decent quality vodka, besides.

Posted by: cirby at January 17, 2006 08:20 AM

I'm more of a Ketel One fan.

Posted by: tiggy at January 17, 2006 09:01 AM

Stoli?

That's Russian equivalent of "Gordon".

Try Belvedere or Chopin.

Posted by: warmi at January 17, 2006 09:50 AM

Funny story I have about Belveder. I've had it, and thought it was just fine, thanks. My friend, who don't know much about booze, but know that nothing on beeravocate.com could *ever* be wrong, and I'm wrong if I should ever suggest otherewise based on my own personal experiance. I'm sure you know the type.

I was elected to go to the liquor stor and buy the supplies for a part. Bottle of Capt. Morgain, Bottle of Jack, and I was looking over the Vodka. This was right after the new year, and they had a 'collectors set' of 1 fifth of Belvedere, along with 20 shots of flavored Belvedere in the little airline bottles. It was on sale cheaper than the same size of Belvidere, because they had to make room on the shelf.

Well, it turns out the little airline bottles, and my BA friends declair they would *never* drink anything from that came in plastic bottle.

Fine by me. 6 people put in the same amount of mone, the other 5 didn't drink from one third of the liquor.

If only I liked vodka more (sorry Steve).

Posted by: DrObviousSo at January 17, 2006 10:25 AM

err. that should be "Well, it turns out the little airline bottles were plastic, not glass"

Posted by: DrObviousSo at January 17, 2006 10:26 AM

I think I already know the answer to this but:

Why is it that there is a trendy new vodka on the market every six months, but we've been saddled with the same "big three" gins (Beefeater, Tanqueray, Bombay) for an eternity?

As far as vods go, I've found that Skyy is comparable to a lot of more expensive brands. The other inexpensive vodkas (Stoli, Smirnoff, et al) are inferior.

Posted by: Chris at January 17, 2006 10:48 AM

Chris: Plenty of alternative gins out there, but they are not new. However, they are IMHO tastier and have more character than the big 3 you mention. To start, I suggest Boodles and Plymouth, both under $30, at least in Ga. Next maybe give Hendricks a shot, which is a little more expensive and has a distinctive character all its own. Old Raj is also a good one to try, but moves up the scale in terms of expense, coming in at about $55 here.

I don't have much of an opinion on Vodkas, except that I don't understand how one could use vodka to make a martini when gin is so much more interesting and tasty, at least to me. When I need vodka (rarely), Stoli has always done the trick.

Posted by: long time listener at January 17, 2006 10:56 AM

Frankly, I don't think Absolut is any better than Skyy. Lately, I've really enjoyed Pinnacle (a French grain vodka). Which is, IMHO, better than Absolut and Skyy, and costs about $16.00.

With Absolut, you not only pay for the booze, but also that massive marketting campaign.

Posted by: tsohg at January 17, 2006 11:13 AM

Ketel One and Grey Goose, for me.

Posted by: Brett at January 17, 2006 11:54 AM

Vodka is what the kids buy.

Gin is what martinis are made with.

/Gin Jingoism

Posted by: Natalie at January 17, 2006 12:13 PM

Back when I was a Drunk (as opposed to a guy who has a drink), Absolut was my medicine of choice. Predictable and clean, like a First World pharmaceutical should be.

These days, I'm an ale guy. I'm fatter, but better-adjusted.

Posted by: Ian Wood at January 17, 2006 12:38 PM

Vodka isn't terribly difficult to make well, compared to other spirits, thus there really are quite a few well made vodkas, in comparison to, say, whisky, whiskey, bourbon, or gin. I don't drink vodka much, since I usually find it not as interesting as the other distilled nectars, but most of the ones listed above are quite acceptable. I would suggest, however, that there are well-made vodkas distilled in the states. Shaker's, which is from Minnesota, and Tito's Texas Handmade Vodka are two that come to mind.

Posted by: Will Allen at January 17, 2006 01:03 PM

I can most heartily second the suggestion of Hendrick's gin. Hell, I'll drink it straight, and that's not true of Sapphire.

Can't abide Absolut or Skyy, myself; I'd rather drink Monopolowa or Luksusowa if I'm feelin' cheap, or Belvedere or Chopin if I'm not. Or Red Army if I can find it.

(Skyy is triple-distilled, which explains why it's flavourless, I guess... a proper vodka should actually have a wee bit of flavour to it.

Though not the sort of flavour that a vodka from Hood River has. Yes, I'm talking to you, Popov.)

Posted by: Sigivald at January 17, 2006 01:31 PM

Krolewska Vodka

I just found it again... I bought a bottle of this for a party a few years ago, and forgot who made it.

Great stuff - Polish-made.

I also has one of the nicest-looking bottles (like looking through a stained-glass window)

Posted by: cirby at January 17, 2006 03:32 PM

Gin-wise, it's Tanqueray Ten all the way, baby. Though I keep a bottle of Bombay Sapphire on hand for emergencies.

Posted by: Brett at January 17, 2006 05:04 PM

The aromatics in Tanqueray Ten are really, really, really, terrific.

Really.

Posted by: Will Allen at January 17, 2006 06:08 PM

French Vodka?!?!

I just can't go there...

Posted by: GZ Expat at January 17, 2006 07:58 PM

Steve,
Drink gin, beat your wife/dog!
While I do prefer Grey Goose, it's far from a cost effective drink. Ketel One would be my everyday choice would it be $10 a 1.75 liter bottle less in cost (I'll buy every day at $29.95).
That said, my local liquor offering market has the really good Gvori Polish vodka at $20 +/-for the 1.75 ltr. bottle. Unless you're a pretentious brand name yuppie scum, you'll find everything to enjoy in a vodka with this one.
Mike
BTW, I forgot to mention, I'm an opinonated old fart who's been drinking longer than most of you have been alive.

Posted by: Mike Daley at January 17, 2006 09:38 PM

Based on your subsequent posts, it looks like we all need to stock up.

Posted by: beloml at January 18, 2006 10:30 AM

One word:

Finlandia

The Finns know how to make vodka and kick Russian ass.

Posted by: CharlieDontSurf at January 18, 2006 04:49 PM

Best vodka: Pravda.

Best gin: Bombay Sapphire.

Disagree? Fine. YOU drink it. I will be over here mixing *good* drinks.

Posted by: Caliban Darklock at January 18, 2006 06:08 PM

Here here for finlandia, the king of vodka. Not a thing wrong with absolut, it's just not .... finlandia

Posted by: michael farris at January 20, 2006 11:24 AM



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