Hard liquor, the next organic drink trend?

Source: eatdrinkexplore.com
By Randol White .

OrganicPortal NewsRoom

SAN FRANCISCO (EDE) — Sales of organic beer and wine are currently surging in the United States, and distilled spirits aren't too far behind according to the Organic Trade Association (OTA).

Distilled liquor is seeing an upward surge says OTA Executive Vice President, Laura Batcha, as sales hit $8 million in 2010—an increase of 8% from the prior year.

"As points of comparison, beer was at $46 million, up 12% over the prior year, and wine $169 million, up 12%," said Batcha. "It’s hard to ignore the beer and wine figures as well, particularly in this economy when people aren’t supposed to be splurging."

One company that is leading the way in this new genre of liquor is Square One Organic Spirits in Novato, Calif. The company has a line of organic vodkas, including unique flavors like cucumber, botanical, and basil.

"There is a growing acceptance of organic spirits, far beyond where it was when we started Square One over 5 years ago," said Margie Goolan, Director of Marketing Communications and Events for Square One Organic Spirits. "We anticipate that appreciation for what our organic spirits bring to cocktails will continue to grow and that consumer's will continue to choose products, including spirits, that are produced using sustainable business practices."

However, the task of finding an organic spirit may be easier at a local restaurant than your neighborhood supermarket. We contacted several grocery chains throughout the United States and found many are having a tough time with the organic spirits' higher price point.

Jewel-Osco carries a small variety of organic spirit items and has seen an increase in sales of organic vodkas. However, overall, the company has not seen a large demand for the specialty items. Meanwhile, sister chain Shop ‘N Save also sells organic spirits, but it too finds customers looking for more bargain-priced offerings.

"Many consumers are reluctant to pay the higher price," said Karen May, External Communications Manager for Jewel-Osco & Shop ‘N Save. However, their customers are turning to organic wines and told us "Paul Newman performs the best for Shop ‘N Save in this category."

Austin-based Whole Foods—a chain where organic products have an upper hand—only sells hard liquor in a fraction of the company's stores, and in those cases, demand is specialized. "It’s around locally-produced items, which are gaining steam," said Whole Foods spokesperson Ashley Hawkins. "The growing category is definitely more the hand-crafted, locally distilled."

Square One's Organic Spirit's strongest territory is the company's own backyard—the San Francisco Bay Area and California—and also indicates that restaurants are where their products find the greatest demand. Berkeley's Gather Restaurant which focuses on the locavore movement is one example. Also, The Tractor Room in San Diego.

"These accounts tell us that it is the taste experience and the appreciation for quality spirits that influences a customer's cocktail choice," said Goolan. "Our most popular spirit, Square One Cucumber is gaining a strong fan base in simple cocktails like a Collins or Tonic, because of the genuine nature of the cucumber taste.

More information: http://squareoneorganicspirits.com/

Tip: OrganicPortal USA - Organic Wine & Winery

OrganicPortal NewsRoom

27.12.2011

TOP 3 most read news:

USA: Hawaii Vacation: Michelle Obama Brings Daughters, Sam Kass To MA`O Organic Farms
Wine: how green is your glass?
UK: Elizabeth Hurley's farming reality show axed - Program about the actress and her 400-acre organic farm in the UK will never see the light of day

Besuchen Sie OrganicPortal Newsroom Deutschland
NEW - Organic - Conferences - Events - Fairs