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Whiskey-Swilling Women Are Killing Vodka Sales

on 05/02/15 at 10:59 am

Booze News

167207Move over, vodka. Whiskey is having better luck with the ladies these days.

Sales of vodka have dropped in the last two years after a decade of dominance, according to a Wednesday report in The Wall Street Journal. Women, long the target consumer for such brands as Smirnoff and Absolut, are abandoning vodka in favor of the brown stuff.

“We’re realizing women don’t have to be ghettoized into these female cocktail options like cosmos and appletinis,” Meghan O’Dea, a 28-year-old essayist and member of a drinking club called The Whiskey Women, told The Huffington Post. “We’re seeing a move toward gender-neutral drinking.”

That means more whiskey. According to the firm International Wine & Spirit Research, Americans drank 24 million cases of domestically produced whiskey in 2013 — a 30 percent spike from a decade ago.

Meanwhile, vodka is losing ground. Total U.S. sales of vodka grew by just 3.7 percent last year, compared with the 4 percent growth of the U.S. liquor industry overall, according to data from the trade group Distilled Spirits Council. This marks the second year in a row that vodka underperformed compared to the industry average, which it had bested for much of the last two decades.