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Vodka is turning brown to appeal to young consumers.

Oct 13 2016

Vodka is turning brown to appeal to young consumers. Sales for vodka have taken a hit with the Millennial crowd who are continuing to gravitate towards craft beers, bourbon, and whiskey, because as they get older they rather be more “selective and pay up.” In response, liquor companies behind well-known vodka names are producing barrel-aged gins and vodkas that are both “darker and fancier-sounding.” They’re also investing in smaller craft labels: The company behind Svedka, Constellation Brands, recently purchased High West craft whiskey distillery for $160 million. (Gothamist