Shake-up in the vodka market

|By:, SA News Editor

Vodka sales could be strong in emerging markets as female consumers help shift the mix toward premium brands, forecasts Bernstein Research.

Pernod Ricard (PDRDY) and Diageo (DEO -1%) are two companies that could benefit from the trend, although as of late Diageo's Smirnoff brand has gained market share at a faster clip than Pernod's Absolut.

Beam (BEAM -0.5%) is also in the vodka mix with its U.S-focused Pinnacle brand growing at a double-digit rate.