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By: Jared Koerten

    The adding of flavours to spirits such as bourbon is bringing new consumers to the category, explains Jared Koerten, US Research Analyst at Euromonitor International. New launches such as Jim Beam Red Stag with cherry flavoring have been very successful. Vodka has seen success with flavours for many years, so in this category, innovation is key. An example of this innovation is Pinnacle vodka, which has recently launched flavoured vodkas such as gummy, chocolate whipped cream, and cake.

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