New survey findings released by Dutch Barn Vodka – co-owned by comedian Ricky Gervais – suggest a major image problem is holding back the flavoured vodka category.
According to the research, 60% of UK spirit drinkers believe flavoured vodka tastes artificial, assuming it’s loaded with sweeteners, synthetic flavourings, and too much sugar, causing many to steer clear of the category altogether. However, in a clear sign that change is possible, 88% said they would consider drinking flavoured vodka if they trusted what was inside.
The insight comes as Dutch Barn unveils its latest creation: Dutch Barn British Raspberry Vodka. The new addition combines the brand’s Orchard Vodka with real British raspberries – without the additives that often turn drinkers away. The result is said to be a smooth, crisp vodka, with natural flavours, and a clean, fresh finish that works well in cocktails or straight up over ice.
“This data shows that there is a big opportunity: people aren’t turning their backs on flavour – they’re just fed up with the fake stuff,” said Chris Fraser, founder of Dutch Barn Vodka. “They’re calling time on syrupy, synthetic vodkas and asking for cleaner, more honest spirits. They want premium flavour without all the junk – and that’s precisely what we’re here to deliver.”
