Experts say the attributes that first attracted consumers to vodka now appear to be turning them off. Specifically, the anonymity that means vodka can be mixed with almost anything to add an alcoholic kick is becoming less appealing. Drinkers are instead turning to whiskey for its perceived greater depth of flavor.

Vodka Sales Fall as Drinkers Raise Glass to Whiskey – WSJ

And the voice from the comments section:

50 years ago my father, who knew whereof he spoke, told me that vodka is for people who don’t like to drink

Mmmmm. Prophetic.