Americans love vodka. They love it so much, in fact, that it’s been the top-selling spirit in the U.S. since 1976. Homegrown brands like Tito’s have become household names, and ready-to-drink vodka cocktails (think High Noon) have recently made a splash on the scene. 

However, because of its outsize market share, vodka’s growth is naturally outpaced by smaller-but-sexier categories like whiskey and tequila. Sugary-sweet, artificial add-ins sometimes give flavored vodka a bad rap. And the thing that makes vodka so versatile – its neutral, almost undetectable flavor – has left it with a reputation of being boring and non-distinctive.  

Still, for mixologists, distillers and retailers, today’s vodka scene offers endless opportunities to attract customers, thanks to new flavor infusions, premium pours and changing demographics. Here’s why it’s time to look at vodka with fresh eyes: 

Premiumization – Did you know that 64 percent of U.S. consumers ages 21-34 are willing to pay more for higher-quality drinks, and that, according to research from Bacardi, half of bartenders globally report guests choosing more premium beverages? This premiumization trend means that consumers are choosing quality over quantity, opting for brands that come with a story and handcrafted cache. 

Because it’s such a blank slate for drink experiences, vodka is the perfect vehicle for premium cocktails. Incorporate local, sustainable, or top-shelf spirits on your menu, and don’t forget bar ingredients like homemade bitters and infused simple syrups that can elevate the cocktail experience even more. 

Gen Z – Whether for health purposes or because they don’t want their drunken antics splashed across social media, Gen Z – those born from about 1996 to 2012 – drinks less than their older counterparts.  

When they do decide to imbibe, members of Gen Z are looking for quality spirits with authentic stories and a “healthier” profile. They are also the first generation to prefer spirits over wine and beer – so vodka is a natural fit. Want to bring this growing group of drinkers to your bar? Just add a few innovative vodka cocktails to your menu. 

Wellness – It’s the buzzword that just won’t go away. As more Americans cut back on calories, sugar and alcohol, lighter, low-ABV beverages have become more appealing – and distillers have taken note. According to one spirits industry executive, “wellness” vodka – featuring botanical, plant-based additions – accounts for 90 percent of growth in the flavored vodka category. 

These calorie-conscious alternatives to sugar-laden flavored vodkas are on the rise on store shelves, too, where ready-to-drink vodka cocktails are seeing huge growth. You can duplicate the demand for lighter, plant-based vodka drinks by including botanical brands on your top shelf – or try new twists on classic “low-calorie” cocktails like the vodka soda.   

Flavor – Despite its non-distinctive reputation, vodka is actually a complex spirit, with diverse variations based on its origin and ingredients. Like other spirits, vodka can be bold, sweet, smooth or aromatic. Consider including regional vodka varieties on your menu to bring craft spirit flair to your bar or restaurant.  

On the flavored vodka side – which accounts for about 15 percent of total sales – distillers are experimenting with new add-ins like lavender, green chili and other infusions. These premium and natural ingredients are shifting the perception of vodka and flavored vodkas in particular.  

Because vodka is a mix-it-all spirit that tastes good with everything, think about new and unique flavors that you could add to your menu to pique the interest of your customers. 

What’s next for vodka? According to IWSR, vodka could see slow but steady growth as overall alcohol consumption levels return to pre-Covid levels by 2023 and continue to rise through 2025. For retailers, restaurants and bars to take advantage of this growth, they must maintain a drive for authenticity, innovation and quality.  

Vodka is truly a do-it-all spirit with endless creative possibilities. Thanks to its natural versatility coupled with the changing tastes of your customers, vodka will be one bottle you always reach for.