Vodka has become the backbone of the US spirits industry, with 65.2 million 9-liter cases sold in 2012, accounting for 32 percent of the total sales of the US spirits market and generating $5.5 billion in revenue, according to a report from the Distilled Spirits Council of the United States.
“Numerous studies have shown consumers become attached to a vodka brand due to marketing and advertising rather than the quality of the actual product. Plus, we know consumers make their purchase decisions at the shelf more than 50 percent of the time,” says Blake Howard, senior vice president of design solutions at Affinnova, a global marketing technology company.