It is no secret that millennials are making changes in the world around us every day. From social justice, equality, politics, climate change, and social media, the world is changing every day because of them.
Millennials outnumber Gen X and will soon outnumber Baby Boomers among voters. Not only have they revolutionized the economy, but they have also shifted today’s culture in many ways. For example, millennials are well-known for how much they use social media. The millennial generation uses social media as a voice to reach hundreds, or even thousands, of people worldwide. Because of how they use social media, they are forever changing human interaction.
Millennials are making significant changes every day, and one of those changes is in alcohol trends.
In the last few years, millennials have become more focused on the quality of alcohol and the variety of flavors the alcohol industry offers. The demand for beer has decreased within the last decade while wine, whisky, vodka, and other spirits have grown.
Millennials have become more conscious of the quality and ingredients in alcohol than their Baby Boomer and Gen X counterparts. Nowadays, millennials are looking for value and health benefits in exchange for their money and are looking more at hand-crafted and artisanal alcohol products.
Many vodka brands are borrowing tactics from gin because of these changes. They are moving to a much lighter serve and lower-alcohol offerings to appeal to the millennial generation. Many of these brands are becoming “healthy” alcohols by removing sugars and adding botanical flavors.
Glasgow Distillery Company‘s co‐founder Mike Hayward says, “The success of gin has opened up the consumer’s thirst for new and interesting products that have botanicals and natural flavor at the core. We see this as a great opportunity to attract consumers to the vodka category by creating a range of products that meet the desire for interesting and innovative spirits presented in a new and exciting way.”
One vodka brand is taking a few ideas from the millennial generation and using their social responsibility to donate to groups trying to change the world while making a “smooth, crisp, and warming sipper.”
Organika Vodka, founded in 2016 in Russia, focuses on the ideals of sustainability in all forms. From locally sourcing renewable resources in the Lake Baikal region to working side-by-side by the indigenous people and developing a biodegradable spirits bottle, this company is striving toward showing just how much of a difference a company can make toward sustainability and ecological consciousness. By creating a more ecologically conscious alcohol, Organika is changing the industry for the better.
There are three varieties of Organika Vodka: Organika, Organika Life, and Organika White Truffle. While each kind is made with highly oxygenated water from Lake Baikal and 100% grain BIO spirit, they each have one ingredient that differentiates them.
Organika is made with Siberian Larch Extract, which can be found in different parts of the world, while the most valuable species is found in Siberia. It is said that Siberian Larch is known for strengthening blood vessels, which makes it a natural aphrodisiac.
A well-known tonic called sagan-daila is used to create Organika Life. Sagan-daila means “life-giving” and is said to stimulate the brain, kidneys, and heart activity. It is also said to relieve fatigue and hangovers.
Organika White Truffle is made with not only sagan-daila but also the white truffle mushroom, which is said to rejuvenate the body and “positively influences the men’s power.”
Not only does this company focus on being sustainable and ecologically conscious, but they are also focused on the preservation of rare animals like the Amur Tiger, the Far Eastern leopard, the snow leopard, and the polar bear.
The majority of their charitable donations are given to the World Wildlife Fund who actively sought out the brand for a partnership after being “so moved” by Organika’s efforts in rare animal preservation. Even during the height of COVID-19, Organika continued to support its partners.
If there is one thing millennials also care about significantly, it is most definitely animals. Suppose millennials cannot get behind a sustainable and ecologically conscious vodka brand that is making significant changes in wildlife. In that case, I am not sure what they would get behind. Not only does Organika use organic ingredients and locally source them, but they are also donating toward saving animals all around the world. I would say that is a win-win on both accounts.
With millennials caring more about what is in their drinks than the experience of drinking them, it is no surprise that vodka companies are making changes in their production.
In an interview with Forbes, Jonathan Hemi, the managing partner of Crystal Head Vodka, said, “Clean, additive-free, high-quality liquid is where we see opportunities as well in different expressions through different types of grains.” In other words, clean and sustainable alcohol is creating more opportunities for vodka brands like Organika to make significant changes in the alcohol industry.
Organika has recently signed contracts with the Miami Dolphins and the Breakthru Beverage Group in Florida, expanding their reach into the United States from Russia and Germany.
The contract with the Miami Dolphins sees Organika at the Hard Rock Stadium from the 2021 season to the 2023 season. Fans of the Dolphins will be able to experience Organika vodka and Organika Life. They are also planning on using aluminum cups instead of traditional plastic for their drinks in the stadium.
The partnership with Breakthru Beverage opens new sales and distribution opportunities in Florida for Organika Vodka in the ultra-premium vodka category while also distributing the brand into 14 different states and Canada.
Sustainability and change are essential for both millennials and Organika Vodka to thrive. Not only can millennials help Organika change the world for wildlife, but Organika can also produce clean and eco-conscious alcohol for millennials. Both of these groups are working to change the world differently, but imagine what they could do working together. With the social-media-hungry millennials, there is no telling just how much Organika can achieve with its mission of preserving wildlife.