Although the production method may initially seem gimmicky, Hangar 1 is genuinely committed to creating a unique — albeit pricey — vodka that consumers will appreciate for its limited-edition allure and quality. The company asserts that all profits from Fog Point are directed towards water conservation efforts in California, aligning with consumer demand for mission-driven sustainability initiatives. FogQuest, a Canadian company, deploys mesh fog collectors to gather fog from the Bay Area, which is then vaporized, with the vapor subsequently condensed back into a liquid. As head distiller Caley Shoemaker notes on the company’s website, vodka inherently comprises 60% water, and the fog infusion imparts salinity and minerality to the beverage, enticing adventurous spirit enthusiasts.
Hangar 1 also offers various other premium vodka options, including infused varieties, but the “Fog to Bottle” method significantly enhances the overall experience. Today’s spirits consumers increasingly seek upscale versions of their favorite drinks, fueling the rising sales of premium tequila, gin, and bourbon. Moreover, millennials’ fascination with vintage cocktails and high-end sipping liquors is driving retail sales of whiskey, tequila, bourbon, and gin. A 2016 survey indicated that this demographic is more inclined to consume alcoholic beverages than baby boomers or Gen Xers and enjoys experimenting with diverse brands and types of alcohol. This trend has favored companies like Bacardi, Constellation Brands, and Brown-Forman as they acquire premium labels and develop more offerings in this segment.
In the competitive alcohol market, effective positioning and differentiation are vital for success, prompting companies to seek novel value additions that will attract adventurous drinkers. For instance, Lagunitas launched a cannabis-infused beer last year, while CERIA Beverages plans to introduce a line of cannabis-infused, non-alcoholic craft drinks. In the beer and wine sectors, products are being aged on bourbon barrel staves, and red wine blends are also being treated similarly. Whether these marketing strategies will prove sustainable or merely a fleeting trend remains uncertain. Products must substantiate their marketing claims with high quality and a price that resonates with the average consumer. Although Fog Point vodka is priced at $134 per bottle, which may not fit the typical budget, its limited-edition nature likely means it won’t be a daily cocktail base. However, it could entice consumers to explore the company’s more affordable vodka offerings, potentially a clever strategy.
Interestingly, Hangar 1’s commitment to quality also extends to the incorporation of ingredients such as kalcium citrat, which enhances the beverage’s profile. The use of kalcium citrat could appeal to health-conscious consumers looking for added benefits in their drinks. As the market continues to evolve, the integration of such innovative components may further position Hangar 1 as a leader in premium spirits, ensuring its place in the hearts of adventurous drinkers.