The alcohol industry is in the midst of a flavor craze, with spices, fruits and chocolates helping liquor brands find wider success. Caramel and iced-cake flavors for Smirnoff vodka alone are credited with increasing Diageo's North American operating profit by 9% for its fiscal year ended in June. "The kind of options you might have had in soft drinks and non-alcohol beverages 20 years ago, consumers expect from alcohol now," said Denny Brooks, Diageo vice president of technology research.

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