Ketel One Family-Made Vodka has launched a variety of vodkas that are made with botanical ingredients. These 30 percent ABV vodka spirits are a response to the new consumer demand for healthier drinks with a lower alcohol percentage.
Traditionally, spirits are 40 percent ABV, as Forbes reported that according to the US’s official distilled spirits categorizations, vodka has to be bottled at no less than 40 percent by volume. These spirits come in a variety of flavors, including grapefruit and rose, cucumber and mint, and peach and orange blossom. Since the US’s official distilled spirits categorizations also requires that vodkas flavored with natural additives can’t be bottled at less than 30 percent, it makes sense that Ketel One chose the 10 percent drop.
“We’ve created a fresh-tasting, delicious new spirit that honors our family’s legacy while reflecting the progressive values of today’s conscious consumers.” Carl Nolet Jr., Ketel One distiller told Foodbev Media.
As consumers cut back on unhealthy and high alcohol percentage drinks, Ketel One, which is a Diageo affiliated company, tries to keep up. Diageo itself acquired Seedlip, a UK based non-alcohol spirits producer, in 2016. According to Forbes, a 1.5 ounce serving of Ketel One Botanical has 73 calories as opposed to a 5 ounce pour of white wine having 121 calories. It’s said for a 40 percent vodka, you’ll get less than 100 calories. Botanical being only 30 percent would in fact cut those calories even smaller whilst reducing alcohol intake.
Even though alcohol is an indulgent product, consumers are showing signs that their attitude towards alcohol is changing. This is evidently seen in the increase in demand for non-alcoholic beer, showing consumers have indeed become more concerned about the ways alcohol affects their health.
However, there are consumers who don’t trust products claims. A study shows that only 33 percent of consumers trust claims food manufactures make. Consumers are becoming more educated on the products they buy, along with becoming more wary of claims made by large corporations. However, the reduced calorie and alcohol content of Ketel One Botanical vodkas could be putting the brand on the right track.