Author: Joe Bates
Published: February 1, 2026
Source: View article
Verbatim quotes
“A swing toward speciality, niche flavour profiles is not without its risks, points out Vancouver, Canada-based brand activation expert & founder of Directionless Creative, Evelyn Martin, who counts drinks multi-nationals Diageo and Anheuser-Busch as past clients.”
“We need to be careful we’re not switching people from high-volume, versatile standard flavours to super-speciality flavour profiles. Most people probably wouldn’t need to repurchase a bottle of spicy pickle vodka as quickly as plain vodka.”
“I worked on the launch of Cîroc Vanilla, and it was a product that was a challenge for a lot of bartenders, because it was such a strong flavour. It was absolutely ideal for an espresso martini, and worth having on my bar cart forever purely for espresso martinis, but if I am not making that one drink, I don't reach for it.”
Context
Coverage discusses the trade-off between niche flavour extensions and mainstream repeat purchase behaviour in spirits, featuring commentary from Evelyn Martin on product versatility and consumer repurchase frequency. All quotations are reproduced verbatim from the original publication.
