According to recent statistics, vodka is selling as much as whisky on the global market, but sales are falling in Russia. Figures estimate that by 2018 whisky will outstrip vodka in worldwide consumption.
Vodka’s position on the global market is largely down to its western rather than Russian manufacturers. Smirnoff and Absolut have boosted global sales, and Russian vodkas are rarely seen on the global market.
However, whisky, which has been called the most popular alcoholic drink in the world will exceed vodka in terms of global sales. One of the driving forces behind the surge in popularity for whisky is the vast marketing budgets that the companies have.
If vodka wants to keep pace with whisky’s soaring popularity then the distillers and companies such as Diageo will have to embark on a global consolidation of the vodka industry, along with some impressive marketing budgets.
The majority of the Russian vodka exports go to former Soviet Union countries, meaning that if they want to keep their brands on the global market then they will have to increase investments in promotion and advertising.