Clear Winner

Vodka plays no favorites when it comes to being fixed up. Its neutral taste and chameleon-like qualities work well in a variety of profitable cocktails. The liquor answers guest requests for "something new" or a classic drink while giving operators license to create cocktails that use premium

Vodka continues to outpace its white-goods competition (rum and tequila) in popularity. Overall sales of spirits grew 3.8% in 2004 with imported vodkas leading the way in sales (16.1%) followed by rum (12.6%) and tequila (11.7%), according to the Washington, D.C.-based Distilled Spirits Council of the United States.

Customers are willing to pay more for premium vodka brands, say operators and consultants. They also cite younger drinkers, ages 21 to 32, as a particularly avid demographic. Very brand-aware, these guests prefer vodka's smooth, broad taste profile, not found in flavor-forward spirits such as gin or Scotch.

Beyond Brews

With an eye to raising sales, executives at Gordon Biersch Brewery Restaurant Group Inc. three years ago implemented a new beverage program upgrading nonbeer alcohol choices to match the quality of the in-house brews. Beverages represent 35% of total sales, according to Robert Gentry, founder and vice president of brewing operations.

In addition to enhancing the wine program, Gordon Biersch created a menu of cocktails using branded spirits, including vodka. "Customers—especially those in their 20s—are more educated about brands and identify with them. They know the differences between high- and low-end vodkas," says Gentry. Each of the Chattanooga, Tenn.-based chain's 25 units stocks 10 to 12 premium vodkas. No more generics, he says.

Gordon Biersch also devised vodka-based versions of guest favorites. To invigorate the popularity of the mojito, a rum drink introduced across the chain in 2004, a version made with vodka, lime juice and watermelon schnapps was added to the menu in January. It is slated for spring and summer promotions.

Younger Tastes

In catering a wedding for 500 in New York City, Artie Thompson was asked to devise a refreshing drink to serve with two wedding cakes (red velvet cake for the bride; German chocolate cake for the groom). The restaurant consultant and operations manager for Great Performances, a New York City-based catering and events company, picked vodka as a base for a latte-inspired drink. "Coffee is popular and vodka appeals to younger people who are not hard drinkers," says Thompson. "Only 10% of these customers want vodka neat. They don't want the burn of bourbon or taste of gin or Scotch. They want lighter flavors, color, garnishes and presentation."

His concoction, Afternoon Break, complements the taste of chocolate and can be served hot or cold. The desired kick from two ounces of vodka plus caffeine is appropriate for an afternoon event. A similar 12-ounce drink created for a local cafe sells for $12, with $4 food costs.

Brand Investment

Dominic O'Mahony, owner of Garrett Ripley's, a Chicago pub, describes his customer demographic as those 30 or older, and more inclined to drink vodka in martinis, on the rocks or neat. Younger patrons prefer flavored vodkas, especially cocktails made with sweet mixers or juices.

A trait the age groups share is ordering by brand. "It goes back to the brand-specific ads of the 1980s. It changed selling of vodka," he explains. O'Mahony only stocks five to seven premium brands and no generics. A niche market for fruit-based vodka cocktails or flavored vodkas is female patrons who don't want to get tipsy, he says.

Prices for branded drinks run $7 to $8. "People don't mind paying more for a brand. They know they're getting two ounces in a drink and perceive it as good value."

In mixing glass, muddle mint leaves, lime juice, simple syrup and vodka. Add ice, cover and shake. Pour into 10-oz. glass. Top with splash of soda; finish with schnapps. Garnish, if desired, with fresh mint leaves and lime wedge.

In mixing glass, muddle blackberries, mint and sour mix. Add ice, vodka and blackberry liqueur; cover and shake until well blended. Strain into ice-filled 10-oz. old-fashioned glass. Garnish, if desired, with fresh blackberries and mint leaf dusted with powdered sugar.

Contact writer at msheridan@reedbusiness.com