A long-waited vodka dream ironically came from England. As some magazines would call it "the champagne of vodkas" the O2 vodka is the world's first sparkling vodka. Produced by the International English Distillers and created by Philip Maitland the 80-proof premium vodka's production process is patented already. Personally I am looking forward to that effervescent sip.
Implications - Alcohol culture is increasingly mixing up ingredients and recipes, creating innovative cocktail ideas. This reflects the young alcohol consumer and their wish to try new things, especially in a loose setting that involves social drinking and entertainment activities. Marketers can fuse classic alcohol products with a more trendy ingredient in order to appeal to the young urban consumer who is acutely aware of drinking trends and social status.