The vodka market - France

The scope of this study includes only vodka, but data and trends are related to the entire spirits market in France. On a global scale, the vodka market has grown slightly in recent years. The same is true of the French market, where sales have grown by an average annual 4.33% from 2015 to 2023. While the Covid-19 epidemic interrupted this positive dynamic in 2020, recovery began in 2021. French players can in fact count on the sector's premiumization, millenials' strong interest in vodka and the acceleration of innovation in the market as key growth drivers. The vodka market in France will have a positive trade balance of 229 million in 2023, reflecting the success of innovation and premiumization strategies that attract international customers through the recognized quality of "made in France". Even today, most vodka brands bought in France are low-priced, like Eristoff, Poliakov and Subieski. Most brands are owned by the industry's four giants: La Martiniquaise, Pernod Ricard, Diageo and Bacardi. At the same time, however, local niche players are developing, with brands such as Blu Frog, Le Philtre and Citadelle. These players capitalize on the fact that they offer product differentiation, an artisanal and responsible production process and a "Made in France" label.