Ketel One wants to bounce back with young consumers by offering a low-alcohol, low-calorie “vodka.” Vodka brands are losing market share to Tito’s, and Ketel One’s profits fell 13% year-over-year as of December.

Ketel One wants to bounce back with young consumers by offering a low-alcohol, low-calorie “vodka.” Vodka brands are losing market share to Tito’s, and Ketel One’s profits fell 13% year-over-year as of December. Ketel One Botanical is meant to appeal to health-conscious young consumers by leveraging beverage trends, but some analysts aren’t so confident, saying that “Innovation like this rarely pulls a brand around.” (WSJ)