According to the IWSR last studies, vodka is displaying significant growth in Asia-Pacific, rising by 5,7% to 13,5 million cases. Its share of the global market has increased from 1,7% in 2008 to 2,7% in 2012. While vodka receded in India, it gained strongly in Vietnam (+49%). It also showed huge double-digit growth in the Philippines, China, Thailand and South Korea.

Edward Pilkington, global category director vodka, gin and rum of Diageo, says : “China and South Korea are both huge white spirits markets; but vodka is relatively unknown, meaning there is a huge opportunity to build on.

Vodka nightlife events are helping to recruit consumers into the category.”

IWSR Magazine, June 2013