Vodka continues to be one of the most popular liquors in the world but there is reason to believe that the distilled beverage could grow further.
Bernstein Research suggests that companies could increase sales by focusing on female consumers — a demographic that is buying more and more vodka, according to Just Drinks. Additionally, the firm believes that there is room for standard and premium alcohol as the market is currently full of cheap liquor.
The report also mentioned two global producers of standard and premium liquors — Pernod (PDRDY) and Diageo (DEO). Bernstein Research says that Pernod has a “slightly more premium vodka portfolio overall,” but Absolut’s poor performance has the French company scratching their heads. On the other hand, Diageo’s global value share has been growing at a booming rate of 7% per annum thanks to the steady growth of Smirnoff and Ciroc.