Dive Brief:
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British dairy farmer Jason Barber has developed a way to distill whey, a dairy byproduct commonly used to feed pigs, into premium vodka, according to NPR.
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Barber used this innovation to created Black Cow pure milk vodka. The beverage is processed with a special strain of yeast to convert lactose into "beer milk" that is then distilled into vodka.
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The product, which doesn't taste like milk but has "a smooth flavor and creamy finish," is selling for $40 per 750 ml in the UK. Barber produced 120,000 bottles of Black Cow vodka in 2016 and plans to double production this year.
Dive Insight:
Liquor sellers specializing in high-end products rarely give up such products' shelf space to their more “ordinary” competitors — in part because consumers of premium booze tend to be brand-loyal.
Premium consumers are also drawn to experimentation. If retailers bring in something really different, such as a vodka that originates from cow's milk, they're likely to give a try. By offering and promoting unusual products, retailers are likely to earn good returns — return visits, that is.
This is also a good reminder for beverage manufacturers. To lure consumers who want premium experiences, producers may need to turn product formulations on their heads. And while it's likely that vodka distilled from potatoes will still reign supreme, Black Cow vodka has certainly churned up the beverage space, and may continue to grow in popularity, despite the product's potential "ick" factor.