The Spirit Of America

No shrinking violet, the vodka category continues to grow at a substantial rate in the USA, aided by the fiercely competitive entry of new producers, mainly from Europe's east, and by innovative promotion from existing suppliers. 2007 might be called the "year of mergers and acquisitions" which will impact heavily on the US market where vodka grew 6.8% in 2006 to hit 49.4M/cases. It is estimated that 60 new vodkas arrived in the market in 2006. This article takes a closer look at the current situation.