New survey findings released today by Dutch Barn Vodka – co-owned by 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. A celebration of nature’s candy, this vibrant new addition combines the brand’s award-winning Orchard Vodka with real British raspberries – without the additives that often turn drinkers away. The result is a smooth, crisp vodka, with natural flavours, and a clean, fresh finish that works perfectly 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.”
The launch also marks Dutch Barn’s partnership with UK-based cocktail chain The Alchemist, renowned for turning mixology into performance art. Throughout May, guests can enjoy a complimentary Berry Bellini cocktail made with Dutch Barn’s new British Raspberry Vodka. This coincides with the debut of The Alchemist’s new cocktail menu, where Dutch Barn Vodka now features as the bar’s premium house pour.
With the rise of ingredient-conscious consumers, greater demand for transparency, and growing scrutiny over what’s really in their bottle, the survey suggests flavoured vodka is on the cusp of a transformation, from a guilty pleasure to a credible, premium choice.
