HIRAM WALKER LIQUEURS • MOSCATO D’ASTI WINE SHOWCASE • NEW PRODUCTS • INDUSTRY NEWS • MARKETING INFO

BINBINSEPTEMBER 2008 www.binonline.net

B E V E R A G E I N D U S T R Y N E W SSER VING CAL IFORNIA’S BEER / W INE / SP IR I TS INDUSTRY S INCE 1934

CANADIAN CLUB Unapologetically and fashionably old school,yet very much on the cutting edge of mixology trends and consumer tastes.

SPECIAL EDITION

2008 HOLIDAY

VODKA BUYERS GUIDE

2 INDUSTRY INSIGHTBy Alan Forester, CPA, Attorney

6 INDUSTRY NEWS

10 NEW PRODUCTS & PROMOTIONS

12 WHAT’S BREWING

14 BRAND PROFILEHIRAM WALKER LIQUEURS

18 POUR OF THE MONTHFINEST CALL MIXERSPetar’s RestaurantA Lafayette Landmark

20 COVER FEATURENORTHERN (DOUBLE) EXPOSURECanadian Club was your father’s drink…but there’s more to the story than that!

28 INDUSTRY EVENTTHE 5TH ANNUAL DIAGEO GOLDEN BAR AWARDS

30 PRODUCT PROFILEMIGHTYPINE SHELVING

32 MOSCATO d'ASTI BUYERS GUIDE

40 CATEGORY FEATUREVODKA: STILL THE CLEAR CHOICE

32 2008 HOLIDAY VODKA BUYERS GUIDE

32

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VOLUME 92, ISSUE NUMBER 27FOUNDED IN 1934www.binonline.net

ORGANIZING YOUR BUSINESS: COMMON BUSINESS ENTITIES

There are a variety of ways to organize your business in order to limit your liability. Thisarticle will briefly discuss the advantages and disadvantages of five common businessentities: C Corporations (C-corps), S Corporations (S-corps), limited liability compa-nies (LLCs), limited partnerships, and general partnerships. These entities all providelimited liability, but the extent to which liability is limited varies depending on whetherone is an officer, member, director, or shareholder of the company and the way corpo-rate formalities are observed.

However, though the shield of limited liability is attractive, just because a compa-ny has been incorporated does not mean that the shield is always impenetrable. Adoctrine called “piercing the corporate veil” allows for the plaintiff, someone suing thecorporation, to personally hold a shareholder or director liable for the debts or liabili-ties of a corporation. Depending on which state has jurisdiction over the corporation,there are different factors that courts will look at to determine whether piercing the veilis warranted. Generally, the plaintiff must prove that the corporation was a mere alter-ego (i.e. using the corporation as a façade) and did not observe corporate formalities,that funds were commingled, that corporate books are absent or kept in an inaccuratemanner, and that minutes of meetings held were not kept.

One factor in deciding which business entity to organize as is the tax treatment ofthe entity. Since the tax treatments for each of the entities differs, it is important toevaluate the advantages and disadvantages relative to your own situation.

CORPORATIONSCorporations are separate legal entities and can do many things that a natural personcan do—enter a contract, own property, and incur debt. Thus, an owner of a corpo-ration can generally avoid having personal liability for the corporation’s debts or law-suits filed against the corporation. A shareholder-employee of a corporation, unlike apartner, does not have to pay self-employment tax, but will have to pay income tax ondividends or distributions.

C CORPORATIONS: A traditional C-corp leaves its owners with little or no personal liability. The main differ-ence between a C-corp and an S-corp are that C-corps are subject to double-taxation,once at the corporate level (taxing corporate profits) and again at the personal level(taxing income of shareholders). Therefore, dividends paid to shareholders are essen-tially taxed twice. In the C-corp structure, shareholders have no direct control over thecompany’s actions. However, a group of shareholders can bring a lawsuit to controlthe corporation or change its directors or officers by a derivative lawsuit. A C-corp caneasily set up a reserve and defer reporting its profits until the corporation actually usesthe reserve for the purpose the money was set aside for. Also, closely held corpora-tion owners have more tools at their disposal to save for their own retirement.

S CORPORATIONS:An S-corp also benefits from the shield of limited liability. This organization is not sub-ject to corporate taxes rates, and is taxed only once, at the personal level, and paysan annual fee of $800 to the Franchise Tax Board. The company issues a K-1, a formused to report to the Internal Revenue Service (IRS) each owner's share of income andcertain expense items. Like the C-corp, an S-corp’s shareholders have no control.The corporation does not pay employment tax for an owner’s income that flowsthrough to the shareholder, though it would pay employment tax for a regular employ-ee (non-owner). To opt into an S-corp status, the company must conform to certainrequirements and must notify the IRS of their decision within a certain period of time.Some of the requirements include: the corporation must be a domestic corporation,have no more than 100 shareholders, no non-resident alien shareholders, and haveonly one class of stock.

INDUSTRY INSIGHTBY ALAN FORESTER, CPA, ATTORNEYWWW.ABCLAWYER.COM 1-877-LIQUOR-8

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INDUSTRY INSIGHT continued

LIMITED LIABILITY COMPANIES: An LLC allows owners to have less limited liability. All members of the LLC havecontrol. Like a partnership, it also issues a K-1, making it a pass-through organ-ization, and therefore is taxed only once at the individual level. Additionally,owners of an LLC are responsible for paying a self-employment tax.

PARTNERSHIPS:Partnerships, as organizations, do not pay taxes; instead, income and certainexpenses are “passed through” to the owners, who must report and pay tax onthe income. A partnership must issue a K-1 for the partners. In this pass-through system of taxation, partnerships are taxed once at the individual level.Partnerships are also liable for self-employment tax, which has to be paid byeach partner.

LIMITED PARTNERSHIPS: A limited partnership has some partners, called “limited partners,” who haveless of interest and liability in the company and thus are not allowed to partici-pate in the management of the company. In a limited partnership, there mustbe at least one general partner, who does not get the benefit of limited liabilitybut makes all management and investment decisions. This structure is popularin the entertainment and professional fields. For example, group of profession-als, such as accountants or lawyers, or a theatre group of actors or actresses.Labor service organizations are often organized as limited partnerships.

A common type of limited partnership is the Family Limited Partnership(FLP), which is controlled by members of a family. Again, the partnership itselfdoes not get taxed and instead, the income and expenses are passed-throughto the owners of the partnership, in proportion to their interests. In an FLP, thesenior family members contribute assets in exchange for a small general part-ner interest, to be held by the senior partners for their lifetime, and a large lim-ited partner interest. Then, they can give portions of the limited partner interestto their children, their grandchildren, etc.

The FLP structure allows the family to protect the assets from claims offuture creditors and ex-spouses. Creditors cannot force cash distributions,vote, or own the interest of a limited partner without the approval of all generalpartners. If spouses divorce and a limited partner ceases to be a family mem-ber, the partnership documents can require that the asset be kept within thefamily structure. The FLP cannot be dissolved unless agreed to by the generalpartners, and plaintiffs filing suit against the FLP can only obtain a “charge”against the partnership, which is a disincentive to many potential plaintiffs.

GENERAL PARTNERSHIPS: A general partnership has two or more partners running the business, carryingequal weight in responsibilities and liabilities. Movie production companiesoften organize as general partnerships. There is no limited liability for the part-ners; however, there is somewhat of a limit to the liability though the existenceof the other partners, by spreading risk and liability amongst the partners.

Alan Forester is an attorney, CPA and an expert witness in Alcoholic BeverageControl Law. For more information, please visit www.ABClawyer.com or call877-LIQUOR-8 (877-547-8678). �

Disclaimer: This article is not to be construed as legal advice. Please checkwith an attorney before taking action.

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GLENLIVET – THE GATHERINGGlenlivet – The Gathering is an annual wel-coming of Glenlivet enthusiasts to rewardconsumers with exclusive tastings, productknowledge and brand culture first-hand.

AGUIRRE IMPORTS SPONSORS CARSONPALMER OPENAguirre Imports recently sponsored the 5thAnnual Carson Palmer Open. This year'sevent was a huge success with over 150golfers and athletes participating – raisingover $80,000 for Hillview Acres Children'sHome. For more information please contactErnesto Aguirre at ernestoiv@aguirretequi-laimports.com

CABO WABO TEQUILATASTING WITH SAMMY HAGARCabo Wabo Tequila hosted an intimatetequila tasting and reception at La Esquina inNYC with Sammy Hagar and Julio Bermejoon July 23rd. Sammy Hagar is not only arock n’ roll legend, but is a Tequila aficiona-do which led him to create Cabo WaboTequila, one of the world’s finest tequilas.Sammy’s great pal Julio Bermejo has helpedalong the way as he is one of the top tequi-la experts in the world, and the chief ambas-

sador of tequila in the U.S. Julio is very wellknown for Tommy’s Mexican Restaurant inSan Francisco, owned and operated by theBermejo family since 1965.

BEAM GLOBAL SPIRITS &WINE JOINS KENTUCKY INCELEBRATINING “BOURBONHERITAGE MONTH”Beam Global Spirits & Wine, Inc. applaudsKentucky Governor Steve Beshear’s recogni-tion of September 2008 as “BourbonHeritage Month”. This proclamation cele-brates Bourbon as “America’s Native Spirit”for the second year in a row by honoring thefamily heritage and deep-rooted legacy ofthe Bourbon industry in the Commonwealth.

Last year’s U.S. Senate resolutiondeclaring September as “National BourbonHeritage Month,” continues to increaseawareness of Bourbon and its birthplace.“Bourbon demand is growing and the cate-gory is expanding into emerging internation-al markets,” said Tom Flocco, president andCEO of Beam Global Spirits & Wine, Inc.“At a time when many are only forward-look-ing, we applaud Governor Beshear and theCommonwealth for honoring the timelesscraftsmanship and heritage behind the pro-duction of Bourbon.

As a key player in the Bourbon category,Beam Global is proud of the economicimpact distilled spirits have had on theCommonwealth of Kentucky, including: morethan $3 billion in gross state product, morethan 3,000 high-paying jobs, nearly $115million in state and local taxes.

Beam Global continues to lead theBourbon category and invest in its growth.“We take pride in our Kentucky footprint,”said Flocco. “As a global company our oper-ations are a significant source of livelihoodfor the Commonwealth and we honor every

worker who contributes to the local economywhile producing ‘America’s Native Spirit.’”

EARLY TERMINATION OF DISTRIBUTION AGREEMENTFOR VIN & SPRIT BRANDSBY FUTURE BRANDS Pernod Ricard is pleased to announce thesigning of an agreement with Fortune Brandsfor an early termination of the distribution byFuture Brands of Vin & Sprit brands in the US,and in particular Absolut.

The initial contractual term of the distribu-tion agreement for V&S brands by FutureBrands, a joint venture company between V&Sand Fortune Brands, was scheduled to end onFebruary 2012. The joint venture partnershave agreed to an early termination of thisagreement on October 1st 2008 with PernodRicard paying to Fortune Brands a compensa-tion of $230 million. Together with the termi-nation of the distribution, V&S will also stopbeing a shareholder in Future Brands.

Absolut and the rest of the V&S portfoliowill join Pernod Ricard USA's portfolio of lead-ing spirits and wines brands on October 1st2008. The savings generated by stopping thepayments of commissions to Future Brands, thequicker than anticipated implementation ofcost synergies on our North American struc-tures and the very positive impact of an imme-diate combination of our brand portfolios inthe US will more than offset the costs of exitingthis distribution agreement.

Separately, and as part of theannounced disposal plan, Pernod Ricard willsell the Cruzan rum brand and related assetsto Fortune Brands for an amount of $100 mil-lion. Cruzan had been acquired in 2005 byV&S and has been since then a fast growingbrand, reaching more than 750 000 9Lcases in 2007 and a close to break evencontribution after advertising and promotioncosts.

INDUSTRY NEWS

Guests in kilts and sashes at The Glenlivet distilleryfor an evening tour of the grounds followed by tra-ditional Scottish fare and ceilidh (dancing).

Pictured L-R: Julio Bermejo and Sammy Hagarhosted a tasting of Cabo Wabo Tequila at LaEsquina in New York.

Kentucky Governor Steve Beshear’s recognition ofSeptember 2008 as “Bourbon Heritage Month”.

Pictured on Left: Ernesto Aquirre of Aguirre Importsat the 5th Annual Carson Palmer Open.

INDUSTRY NEWS continued

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Dean Phillips with other Aspen Classic attendees

WINE LOVERS UNITE TOHELP THE ENVIRONMENTONE CORK AT A TIMETerraCycle, the maker of your favorite eco-friendly products, is excited to announce theirpartnership with VinVillage, the social organ-ization for wine enthusiasts. TerraCycle isworking with restaurants, bars, tasting winer-ies, and now VinVillage members, to collectnatural and synthetic corks to be upcycledinto products that will be available at majorretailers across the nation. This is the first corkcollection program that upcycles the collect-ed corks into affordable, eco-friendly con-sumer products

TerraCycle’s first cork-based product is a16 inch square corkboard that is perfect foruse in the home or office. These corkboardswill be available at OfficeMax byNovember. Several other products madeexclusively from corks and other post-con-sumer waste are in development – look outfor them as they hit store shelves across theUnited States.

Used corks are collected through theTerraCycle Cork Brigade‘, a new, nation-wide recycling program with over 360organizations participating, and new groupsjoining on a regular basis. Anyone can signup for free on TerraCycle’s website athttp://www.terracycle.net/cork/cork.htm.Visit for more details on the Cork Brigade,and sign up today!

Using TerraCycle’s other Brigades as amodel, the Cork Brigade seeks a sponsor tofacilitate cork collection. The Bottle Brigadeprogram, for example, has enabled TerraCycleto rescue and reuse over 2 million soda bottles.Thanks to generous sponsors (who donate 5cents per bottle collected) we have donatedalmost $100,000 to non-profit organizations,and we aim to implement a similar program toreuse the millions of corks that are tossed intolandfills each year, while simultaneously help-ing non-profit organizations.

To learn more about the partnership or torequest complimentary samples of the fin-ished products, please contact GeorgeChevalier at 609.393.4252 x249.

ABL ANNOUNCES 7THANNUAL CONVENTIONAmerican Beverage Licensees (ABL)announced its 7th Annual Convention, set totake place March 1-3, 2009 at the Monte

Carlo Resort & Casino in Las Vegas. Theconvention’s theme, “Leveraging YourStrengths in Today’s Economy”, highlights thechallenges that many alcohol beverageretailers face in light of the increased costsassociated with running a business in today’seconomic climate. The convention’s pro-gram will be tailored to that theme with thegoal of providing retailers with ideas andtools to survive and grow when the price ofeverything seems to be going up.

“The 2009 ABL Convention will cele-brate the retail tier of the alcohol beverageindustry and present ways in which retail-ers can run more efficient and profitablebusinesses without losing sight of the impor-tant role they play when it comes best prac-tices and responsibility,” said ABL executivedirector Harry Wiles.

With the newly remodeled Monte Carloas the backdrop, ABL Convention guests willengage in informative presentations withspeakers & alcohol beverage industry exec-utives from the beer, wine and spirits sectors.The convention will also include educationalseminars covering industry trends and waysto increase profits, as well as social events,including admission to the Night Club & BarTrade Show exhibit hall floor on both March3rd and 4th.

Back by popular demand for 2009 isthe Texas Hold ‘Em Poker Tournament,which, for the 5th consecutive year, will pitfriends and colleagues against one anotherin a match of poker skills. Once again,there will be cash prizes for 1st, 2nd and3rd place and an open bar. In addition toTexas Hold ‘Em, ABL plans to announce ahost of other events and speakers in the com-ing weeks.

The ABL Convention remains the bestand most affordable way for beverage retail-ers to take in everything that Las Vegas hasto offer. For the $250 registration fee, ABLmembers will be able to enjoy a variety ofhospitality events all in the company of theirindustry colleagues and friends. Hotelrooms at the Monte Carlo will also be dis-counted for convention attendees. On-premise retailers (bar, tavern, restaurant andcasino owners), off-premise retailers (liquorand package stores owners) and alcoholbeverage industry executives and associatesare encouraged to attend.

Fill out and mail in the 2009 ABLConvention registration form to secure yourroom and registration today and please visit

ABL’s home on the web at www.ablusa.orgfor more details.

NEW ZEALAND BREAKINGNEW RECORDSNew Zealand wine exporters are expectedto hit the $1 billion market by 2010.According to local reports, NZ Winegrowershave boosted their offshore earnings by 14%in the past year to a record $797.8 million.Wine volumes have risen at a compoundannual growth rate of about 20% over thepast decade, with this year's vintage surveyshowing the latest harvest was up more than30% on the 2007 vintage, which experi-enced considerable droughts.

Challenges for New Zealanders includethe economy and a significantly larger vin-tage in 2008.

The largest export market is Australia byvalue, up 37% to $247 million. Exports tothe UK, which used to be NZ's largest mar-ket, grew only 8% on 2007.

SKYY SPIRITS WELCOMESJASON DANIEL SKYY Spirits welcomes Jason Daniel to itsmarketing team as Senior Brand Manager forSkyy Vodka. In this role, Daniel will directthe national marketing programs supportingthe flagship brand, as well as the new SkyyInfusions and SKYY90.

PERNOD APPOINTS NEWSENIOR VP OF SALESPernod has appointed Stephen Corrigan tothe role of senior vice president of sales forPernod Ricard Americas Travel Retail withimmediate effect. In his new role, he will beresponsible for North America and Brazilianduty-free, as well as Caribbean markets.

B-F NAMES NEW GROWERRELATIONS REP/LUXURYBRANDSBROWN-FORMAN has named ShannonDonnell to the new position of GrowerRelations Representative/Luxury Brands,focusing on ultra-premium brands Sanctuary,Sonoma-Cutrer and Fetzer Coro Mendocino.Cindy Johnson has also been named to B-F'sGrower Relations Team as Grower RelationsRepresentative for the Central Coast andNorthern Interior growing regions.

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BRAND PROFILE

Thanks to this prolific line of flavored spirits, creating wickedly good seasonal delights is a breeze.

T hough Hiram Walker’s diverse line of premium liqueurs, triple sec, schnappsand brandies have provided thousands of establishments with a “tool kit” forbuilding success and sales during the fall and winter holiday periods, the launch

of Hiram Walker Pumpkin Spice, the re-launch of limited edition seasonal liqueurs, andthe arrival newcomer Hiram Walker Gingerbread Liqueur breathes fresh new life into theline’s natural appeal.

In keeping with Hiram Walker's long tradition of innovation, new Hiram WalkerGingerbread is the first nationally available gingerbread liqueur. It has a gorgeous nut-meg color countered with a distinctive sweet 'n' spicy mix of brown sugar, ginger, vanil-la and spice flavors. Hiram Walker Pumpkin Spice, meanwhile, returns after debuting torave reviews and significant sales success in 2007. The rich pumpkin colored liqueuroffers the delicious taste of vanilla, graham cracker and pumpkin pie. Both liqueurs paireffortlessly with a wide range of spirits to create unique and festive holiday cocktails.

It is projected that the combination of these two unique, contemporary, seasonal fla-vors is expected to drive holiday sales for the overall Hiram Walker Brand. “Holidayentertaining can be stressful,” said Cort Kinker, Marketing Director for Hiram Walker atPernod Ricard USA.

“Our goal with these two exclusive, limited-edition seasonal liqueurs is to provideeasy, great tasting cocktail solutions with a distinctive flair during the holiday selling sea-son, when consumer spending is at its peak and time is at a premium,” Kinker says. “Withthe success of Pumpkin Spice last year, the decision to bring it back this holiday seasonwas easy, and adding Gingerbread to the mix just made sense.”

The launch of Gingerbread and the return of Pumpkin Spice capitalize on the soaringpopularity of flavored cocktails, according to Kinker. “Americans love special holiday fla-vors, as evidenced by the phenomenal success of Gingerbread and Pumpkin SpiceLattes,” Kinker adds. “Both flavors are great for home entertaining, or for adding rele-vance and excitement to any drink menu.”

Furthermore, the seasonal products will be supported with marketing initiatives includ-ing trade advertising, sampling (where legal), on- and off-premise point of sale materialsincluding recipe neckers, case talkers, and re-designed 4-bottle counter units, table tentsand a bartender recipe guide. Pumpkin Spice will return in its unique case shipper, whileGingerbread will sport the new Hiram Walker shipper perfect for cross merchandisingwith Absolut Vodka and Kahlúa Coffee Liqueur.

Hiram Walker Gingerbread and Pumpkin Spice hit retail stores and on-premise estab-lishments October 1, when the unique flavors of gingerbread, pumpkin and spice findtheir place in foods, beverages and seasonal menu items from Seattle to Miami.Gingerbread and Pumpkin Spice will be available in both a 750ml and 1.0L size. Thesuggested retail price will be $8.99-11.99 for the 750ml. �

HIRAM WALKER CASTS A SPELL ON SEASONAL FLAVOR

HOT PUMPKIN1 part HW Pumpkin Spice Liqueur1/2 part Kahlúa4 parts hot coffee

Pour all ingredients into a mug. Garnish withwhipped cream and a sprinkle of pumpkin piespice.

JACK-O-TINI1 part. Hiram Walker Pumpkin Spice1 part Jameson® Irish Whiskey1 part fresh sour mix2 fresh ginger slices muddled (optional)

Shake with ice and strain into a martini glass.Garnish with an orange peel.

GINGERBREAD COOKIE1 part HW Gingerbread Liqueur1 part Absolut® Vodka 1/2 part Kahlúa1 part half & half

Shake ingredient with ice and strain into a martiniglass. Garnish with a crushed graham cracker rimand a skewer of spiced gumdrops.

GINGERBREAD-TINI1 1/2 parts HW Gingerbread liqueur1 part Absolut® Mandrin1/2 part fresh sour mix

Shake ingredients with ice and strain into a marti-ni glass. Garnish with a cinnamon stick.

More exclusive seasonal recipes can be found atwww.hiramwalker.com

Petar’s RestaurantA Lafayette Landmark

Petar’s Restaurant & Pub, located in the heart of Lafayette has beenserving the area since 1959. Its Ivy covered walls enclose a casu-al atmosphere and fine dining. The friendly staff and managementoffer genteel service and attention to detail.

Petar’s is open for lunch Monday through Saturday and din-ner nightly. They have a complete menu of fine meats, pastas andseafood and offer daily specials as well. Some of the specialsinclude London Broil, served with soup or salad on Sunday andMondays. On Tuesdays try the Osso Bucco; Wednesdays it’sLamb Shank or a complete Prime Rib dinner (or Fresh fish) for two,including a bottle of wine for $45.00. Thursdays have theirfamous Roast Turkey, Friday its Short Ribs and a Joe’s special onSaturdays.

In the bar, they feature live music Tuesdays through Sunday.Tuesday night Irish Songstress, Snead Healy performs modernmelodies and favorite Irish tunes. Dave Hosley rocks thehouse at 9:00pm Wednesday-Saturday. Dave’slarge repertoire includes everything from oldies,jazz, pop, rock and hip-hop. And on Sundayevening at 5:00 p.m. the Rhythm Doctors appearsinging the Blues. The music is so popular thatPetar’s is in the midst of a major renovation, addinga brand new bar and music area in the main din-ing room to accommodate the crowd.

At the Bar Petar’s mixes of choice are Finest Callwhich feature a complete line of superior productsfrom Sweet & Sour, Grenadine, Coconut,Pomegranate Syrup, two Bloody Mary mixes, theMango, Strawberry and Raspberry Purees to thepremium Cosmopolitan Martini, Sour AppleMartini and Mojito mix.

As bar manager Alex Ayala says, “Finest Calloffers an incredible array of top quality products.And the patented pour tops give a consistent pour-whether it’s a puree or a regular Sweet & Sourmix. The Finest Call products are the best inthe business”.

Petar’s is is located at 32 LafayetteCircle, Lafayette, CA 94549. �

POUR OF THE MONTH

FinestCALL

Ale

x Ay

ala,

Bar

Man

ager

FinestCALL

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POUR OF THE MONTH

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Canadian Club was your father’s drink…but there’s more to the story than that!

While many spirits within categories such as vodka and rum are placing their bets on sleekness, modernity andtrendiness, brown spirits are more likely to bill themselves as time-honored luxury experiences that tap into traditionsthat are as old as the brands themselves—or even older. Canadian Club, however, wants it both ways…as a spiritthat is simultaneously, unapologetically and fashionably old school, yet very much on the cutting edge of mixologytrends and consumer tastes.

Nothing captures this unique marketing attitude better than the current ad campaign that taps into the trendinessof an earlier, groovier era. “Damn right your dad drank it!” boldly proclaims the brand’s current ad campaign. Themessage is punctuated with a collage of groovy photos depicting young 60s and 70s hipsters partaking in leisurely pur-suits and swinging parties, with a Canadian Club in one hand and a best bud or a hot babe in the other. Most of thephotos are of actual Canadian Club employees in their youth enjoying their favorite drink, lending more fun andauthenticity to the brand’s bold message.

“The “Damn Right” campaign was designed to put whisky, and more specifically Canadian Club, back into cocktails– classic cocktails – like Whisky Sours, Manhattans and Sidecars,” points out Brian Stockard, Brand Manager for

NORTHERN(DOUBLE) EXPOSURE

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Canadian Club. “CC is one of themost approachable whiskies on themarket. Its smooth and sophisti-cated taste makes it a popularchoice for both men and women,and female consumers make upabout a third of all CC con-sumers.”

The Stuff of LegendThroughout Canadian Club’senduring run, the 6 and 12-yearold whiskies have managed tokeep a current vibe through somevery successful and eye-catchingad campaigns and packaging,especially after surviving thechallenges posed by Prohibition.

However, there is a new treas-ure on the horizon. CanadianClub is preparing for the launchof its most worldly and luxuriousissue yet…Canadian Club 30 YearOld. The rare and sophisticatedspirit, retailing at $150-199, wasspecially conceived to reflect thehigh standards and commitmentto quality that was a part ofHiram Walker’s original vision.

According to Stockard, theCanadian Club 30 Year Old willhold a special appeal to true con-noisseurs who regularly enjoyother whiskies in the CanadianClub family and want to experi-ence Canadian Club in its mostelegant and refined form.

“We’re excited to introduceour Canadian Club 30 Year Old,

the oldest Canadian whisky everto be made,” he says. “It wasdesigned to celebrate generationsof CC drinkers and the 150thanniversary of the brand. Withonly a few hundred cases availablefor the entire United States,whisky connoisseurs will want tobuy this exceptional whisky whilethey can. Additionally, we areutilizing the Canadian Club 30Year Old to help increase the pre-mium-ness of Canadian Club inthe California market. Our localteam will be working hard to findthe best ways to get this productinto Californians’ hands duringthe special holiday season.”

Marking TimeThough the actual Canadian“club house” in Walkerville,Ontario, presents itself as an ele-gant hybrid of historical society,decorative arts museum and

THE TASTEFUL MEMBERS OF THE “CLUB” RECIPES

Dan TullioBrand Ambassador

Canadian Club

THE MILLIONAIRE’S MANHATTAN 1 part Harvey’s Bristol Cream2 parts Canadian Club® Classic 12

Fill a lowball glasswith ice and addingredients. Stirand garnish withmaraschino cherry.

THE RESERVE RUNNER In a cocktail shaker filled with ice add:1 part Canadian Club®Reserve2 parts Ruby RedGrapefruit juice

Top with tonic water anda dash of grenadine.Shake and pour over icein a highball glass.

TASTES OF THE GOOD LIFE

CANADIAN CLUB® 6 YEAR-OLDThe original six year-old is a lightand versatile blended whisky, blend-ed before aging in white oak bar-rels, has a light, smooth taste thatmakes it ideal for use in cocktails.

CANADIAN CLUB® RESERVE 10 The darker golden-amber hued tenyear-old whisky provides a moresubstantial body and sweetsmoothness.

CANADIAN CLUB® CLASSIC 12 The full yet smooth character ofCanadian Club� Classic 12’s qual-ity is distinguished by hints of spiceand vanilla and a darker ambercolor, which makes it ideal for asipping whiskey or a component ofclassic, masculine cocktails. It iseasy to see and taste why it won adouble-gold medal at the presti-gious 2003 San Francisco WorldSpirits Competition.

CANADIAN CLUB® SHERRY CASKThe limited production CanadianClub� Sherry Cask, which has awarm, reddish gold amber hue, isaged for at least eight years inwhite oak barrels and then doublematured in sherry casks importedfrom Jerez, Spain, which impartsdistinct undertones of SpanishSherry, making it primarily an idealsipping whiskey.

CANADIAN CLUB® 30 YEAR-OLDThe deep red amber hue of theSpecial Edition Canadian Club 30year-old, along with its mellow,earthy notes and hints of carameland spice, is meant to be enjoyedthe way one would appreciate andsip a fine cognac. It is a complex,rich mix of aromas and flavorswrapped in a velvety body and con-sistency.

country club—a visual representa-tion of its past and enduring suc-cess—there are strong remindersCanadian Club has skillfully keptup with the times, from the mixol-ogy area to the gift shop to theactivity swirling around the proper-ty that was once the home ofHiram Walker, progeny that carriedthe brand to the next level, andlater owners who strived to pre-serve Walker’s legacy.

There are parts of Walkervillewhere time stands still, even as thecity of Windsor has since encom-passed it, and the Detroit skyline isjust a mile away across a river anda border. Hiram Walker and hissons and successors kept produc-tion flowing and morale high bybuilding a corporate culture longbefore it became a business buzzterm…and before Canada wasincorporated in 1867. The

Walkers were pillars of the commu-nity on both sides of the border,and counted Henry Ford andThomas Edison among their closestfriends. Canadian Club traveledthrough history, as a favorite brandof European royalty and AlCapone, whose exploits revolvedaround what became his favoriteCanadian Whisky. It is—literal-ly—the stuff of legends.

Brand Ambassadors Dan Tullioand Tish Harcus connect past topresent, distributors to retailers andretailers to consumers. Tullio, a 27-year industry veteran focused onCanadian Club for the past 11years, in fact, is one of those hip-sters appearing in the ads. Harcus,who has been with “CC” for over20 years, takes pride in the fact thatshe has worked in every departmenton the 38-acre site. For the lastseven years, the duo (though happi-

ly married to others) tirelessly giveindustry folk and consumers chap-ter and verse about Canadian Clubthrough witty banter and smoothrepartee that would even doHepburn and Tracy proud. Theshow they put on at the house andat conventions and trade showsaround the globe almost makes oneforget key marketing messages arebeing repeated along with historicaland production facts.

History in the “Making”Whisky began with European rootsand then took on a life of its ownwhen efforts were made to repro-duce the spirit this side of theAtlantic. The Irish are credited forcreating whisky around 100 AD,and then Scotch became popularin the 1400s as Scotland’s winevineyards were destroyed by a virus.When Scottish and Irish settlers

DAMN RIGHT SUCCESSFUL

Canadian Club has run some of the most successfulconsumer campaigns and trade programs in the his-tory of the spirits industry, from the Hide-A-Caseconsumer campaign of the 1960s and '70s to thefamed sales program, Canadian Club Society, whichenters its 45th consecutive year in 2008 and contin-ues to be one of the most prestigious sales programsin the spirits industry. Not surprisingly, this traditionwill carry on into the 2008 holiday season and 2009.

For their holiday promotion last year, they reintro-duced the iconic tuxedo holiday gift packaging thathad been the focus of Canadian Club holiday promo-tions for years. Because it was so successful, theywill be infusing the tuxedo packaging with holiday-themed images similar to those in the “Damn Right”

campaign. These images along with other holiday-themed point-of-sale material will feature BeamGlobal and Future Brands employees, includingCC’s brand ambassador Tullio. They will also intro-duce a 2009 Canadian Club “Damn Right” calendar.The calendar will feature new imagery and a new“Damn Right” headlines each month.

“People in their 30s and 40s connect with thiscampaign because the imagery used in the adsreminds us of the pictures of our own parents duringtheir younger adult lives, before we were even athought in their minds,” concludes Stockard. “I thinkthis campaign and those images help us recall thebest qualities of our parents and their generation andhelps remind us of the fun they had when they wereyounger. Through the “Damn Right” campaign, weare honoring generations of CC drinkers and cele-brating their best qualities.”

“CC is one of the most approachable whiskies on the market.Its smooth and sophisticated taste makes it a popular choicefor both men and women, and female consumers make upabout a third of all CC consumers.”

— Brian StockardBrand Manager for Canadian Club

Tish HarcusBrand Ambassador

Canadian Club

came to America, they created Bourbon in the USsouth. However as taxes increased and some politicalfactors came into play, several distillers moved north.As a result, Canadian Whisky is one of the youngeststyles of whisky produced. While Vodka as a categoryhas surpassed Canadian Whisky, Harcus notes withbravado that Canadian Club still leads the whisky cate-gory in Canada and in many other countries.

“When people ask us about what makes CanadianClub different, we tell them—no matter what the audi-ence—that it is light, smooth and mellow,” Harcusresponds. “Why is it light? We remove the fusel oils andother impurities through double distillation. Why is itsmooth? Because Canadian Club has a proprietary blendof grains, and we produce alcohol from the various grainsseparately. We do not store, cook, ferment and millthem together. When we produce a given distillate, wewill only produce one kind of corn, or rye, or barley sepa-rately and then combine them later, just as HiramWalker did just before the turn of the 20th century.”

Tullio points out that one key point of differentiationis that the master blender and his staff, using the result-ing corn juice, rye juice, juices from rye and barley malts,blend those four distillates together based on a givenrecipe for a certain variety before aging the distillate inbarrels. During the set period of aging, distillates have achance to marry together, thanks to various chemicalreactions that take place, resulting in the smooth tastesconsumers associate with Canadian Club whiskies.

“Corn is the least expensive grain but it produces thelargest yield of alcohol,” adds Tullio. “However, ourgoal here is to create a distillate that is colorless, odor-less and tasteless. With rye, rye malt and barley malt,what we want to do is produce blends to create flavorthat is distinctively ours. We age it to 72% alcohol incharred white oak American bourbon barrels, whichimparts more of that mellow oak flavor profile, insteadof an aggressive flavor most people associate withwhiskies. Though the government requires it to beaged three years to be considered whisky, our youngest issix years told, and by tweaking the ratio of grains andthe type of barrels and length of maturation we ulti-mately produce the desired result.”

1.3 million barrels of aging distillate make their wayinto 14 of 16 massive warehouses in nearby Pike Creek,Ontario. While the two remaining warehouses are usedfor pre-distribution storage, the rest of the area (theequivalent of nearly 50 football fields) represents thelargest concentration of aging spirit the world in onelocation. However, Tullio notes successful aging is not afunction of volume or type of barrels, but also the waythe space is used and the barrels are positioned.

“The fundamental differences between our warehous-es and others is that all the barrels sit on their heads,with six barrels per palate and are not moved unless theyare brought to inventory,” he explains. “In fact, evenwhen barrels are drained, they never come off the palate.It is totally an automated drain fill system. We are alsothe only Canadian distillery that heats our warehouses,which encourages a consistent maturation rate.”

After aging, the “desired result” Harcus and Tulliodescribes takes many forms, including the 30 year-oldCanadian Club hitting the market this fall commemo-rating the brand’s 150th Anniversary. In addition tothat, there is the popular six year-old blend, as well asversions that are 10, 15 and 20 years old and CanadianClub Black Label, an eight year-old developed exclu-sively for the Japanese market. Though some batchesof Canadian Club are bottled in Kentucky, Harcuspointedly reminds her visitors that every drop of everyvariety of Canadian Club is produced in Canada.

“Canadian Club's longevity can be attributed to thequality of the product inside the bottle,” concludesStockard. “CC, unlike most competitors, is blendedbefore aging, which allows the distillates to marry dur-ing the aging process--ultimately creating a smootherand more sophisticated flavor. It's this uniquely smoothtaste profile which has allowed Canadian Club toendure through all of the different trends and fads overthe years because consumers have always appreciated--and continue to appreciate--the taste of a classic cock-tail. This was true for those Prohibition rumrunners, butalso for today's consumers who are looking for a classic,great tasting drink. Fortunately, the CC recipe and pro-duction process have not changed during the brand's150 year history.” �

CC AND COFFEE In a coffee mug pour:1 1/2 parts of Canadian Club® whisky1 part Starbucks™ Coffee Liqueur2 1/2 parts black coffee

Top with whip cream. Garnish with chocolateshavings or powdered cinnamon.

CC RESERVE MANHATTAN 1 part Canadian Club® Reserve1/3 part Sweet VermouthDash Angostura® bittersMaraschino Cherry

CC COSMOPOLITAN In a cocktail shaker filled with ice add:2 parts Canadian Club® Classic 121 part Cointreau 1 part Cranberry Juice1 Twist of lime

Serve in a Martini Glass

26 B I N 2 0 0 8 • I S S U E 8

GOLDEN BAR CONSISTENCY AWARD – WinePacific Wine & Spirits of CaliforniaFrom left to right: Brad Vassar, Mark Merrion, Jim Kaley, Mel Dick, HarveyChaplin, Sandra LeDrew, Patrick Daul, Wayne Chaplin, Don Galli,Aki Toumasis, Ray Chadwick

SPIRITS EXCELLENCE AWARD – SmirnoffPacific Wine & Spirits of CaliforniaFrom left to right: Phil Gervasi, James Kaley, Aki Toumasis, Don Galli,Patrick Daul, Larry Schwartz

SPIRITS EXCELLENCE AWARD – Jose Cuervo Atlantic Wine and SpiritsFrom left to right: Greg Baird, Joe Lehane, E. Lloyd Sobel, Tom Notaro, JoeDevin, Charlie Merinoff, John Magliocco, Joe Davolio, Larry Schwartz

SPIRITS EXCELLENCE AWARD – Captain MorganPacific Wine and Spirits of CaliforniaFrom left to right: Phil Gervasi, James Kaley, Aki Toumasis, Don Galli,Patrick Daul, Larry Schwartz

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A real breakthrough product that fills a need in sometimes “shaky”California (or any seismic area) is hitting the display industry.Designed for wine departments and package stores, Newood DisplayFixture Mfg. Co. is launching its MightyPine Shelving line, which isbuilt to withstand an earthquake’s seismic forces. Its steel-likestrength is developed by gluing layers of pine used for both theframes and shelves.

MightyPine Shelving has passed rigorous seismic testing at theCollege of Forestry, Wood Science, and Engineering at Oregon StateUniversity in Corvallis, Oregon. Jok Ang, a structural engineer,commented: “It performed amazingly well; better than we anticipat-ed. It’s one very tough shelving system.” The units were tested withsimulations of the 1984 Morgan Hill, magnitude 6.2, and 1965Seattle, magnitude 7.1, earthquakes. According to Gerry Moshofsky,

Newood’s CEO, “Four foot,five level sections were testedwith weight equivalent to 30cases of wine, without perma-nent deformation.”

Also, the units were sub-jected to a standardized testdeveloped by the Consortiumof Universities for Research inEarthquake Engineering and anever increasing lateral forceuntil failure (monotonic test).During the monotonic test, thefully loaded units survived lat-

eral forces up to approximately 1.2 times the force of gravity (1.2g).While the forces are site specific, a typical design force for an areawith strong seismic activity is approximately .7g. In addition to a seis-mic rating, Newood is also evaluating fire-rated finishes as an option.

MightyPine shelving has a clean, sturdy appearance (much likeShaker-style furniture), which complements the variety and color ofwine bottles. The line is available unfinished, with clear lacquer fin-ish, or a stained finish and is shipped knock down. National sales

manager, Mick Thaxton, states, “One thing that is not mighty aboutit is the price. As strong and attractive as MightyPine shelving is,it’s very affordable and rivals steel in both strength and price. And,unlike steel, Pine is renewable, it takes less energy to process, andit’s surprisingly lightweight.”

Started in 1979, Newood originally manufactured mostly oakand maple retail store displays for wine/liquor stores, grocery stores,and a variety of other types of retail stores nationwide. In 1999,Newood added higher end modular counters and cash wraps so cus-tomers could choose pre-designed modular segments to fit their cashwrap needs.

According to Thaxton, a Newood employee for 20 years,Newood’s product catalog is an industry standard for store owners,designers, and architects as a resource for specifying high-end, butaffordable wood display fixtures. The 200-plus page catalog is ontheir website at www.newood.com.

Newood recently expanded their manufacturing facility to65,000 square feet to accommodate the added Pine production. “Wealready had most of the necessary machinery in place but we did addstate-of-the-art gluing equipment, which is essential for theMightyPine and other lines of Pine production,” Moshofsky said.Newood Display Fixture Mfg. Co. is located in Eugene, Oregon andcan be reached via e-mail at sales@newood.com, on the web atwww.newood.com, phone, 800.233.9663 or fax, 541.688.5868. �

CANMIGHTYPINE

SAVE OURWINE?

Newood, manufacturers of

MightyPine Shelving, isconfident their shelving

line is the answer toretailers’ need for wine

fixtures in seismic conditions.

“It performedamazinglywell; betterthan weanticipated.It’s one very toughshelving system.”

– Jok Ang, structural engineer

PRODUCT PROFILE

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40 B I N 2 0 0 8 • I S S U E 8

As a retailer, restaurateur or mixologist, you probably havebeen pitched on “the next great vodka.” Though other categoriessuch as brown spirits, rums, gins and tequilas are gaining momen-tum, vodka is still the #1 consumed spirit worldwide. There isgood reason, even if some beverage industry professionals may befatigued with the sheer volume of vodka product hitting shelvesand some trend-setting mixologists may pooh-pooh vodka drinksin favor of an all brown-spirits or all-gin-based cocktail menus.Nevertheless, in an industry where the customer is always right,much of the time he or she will request a vodka-based cocktaileven if a high-concept bar menu is painstakingly put together.

VODKA: STILL THE CLEAR CHOICE

VODKA IS THE LIFEBLOOD OF THE SPIRITS WORLD– AT EVERY PRICE POINT AND LEVEL OF QUALITY.NO MATTER WHAT FORM IT TAKES, IT NEVERGOES OUT OF STYLE.

42 B I N 2 0 0 8 • I S S U E 8

Vodka’s continued relevance is such animportant issue in the industry that profes-sional mixologists, even with their personalpet spirits, acknowledge that a good bar-tender, manager or owner needs severalvodkas in his or her arsenal. Vodka is thekey component to the cocktail culture thatis continuing to blossom and evolve aroundthe world. It is therefore important for any-body owning or connected with a bar todistinguish one vodka from another, asevery brand featured in our list has its ownpersonality. Consequently, once palatesdetect the differences between potato, corn,rice or grape-based vodkas, it becomes clearthat when you change the vodka, youchange the entire recipe.

“It is a pet peeve of mine, encounteringthe bartender who says, ‘everybody’s drink-ing vodka, therefore, I refuse to use it.’”quips Steve Olson, a mixologist of nationalrecognition. “That’s the very reason why(bartenders) have to need to know how tomake vodka cocktails… everybody is drink-ing it. If you don’t put vodka on your barbecause you want to make some kind ofstatement, the only statement you will bemaking is that you are some kind of loser.”

Olson presents a good food analogy ofthis core bar belief. If one opened a steak-house and only served meat, he would bedoing himself a disservice. Most of the mostsuccessful steakhouses, after all, includeseafood and vegetarian selections. Though abar isn’t and shouldn’t be all things to allpeople, vodka is an essential part of the bar-tender’s repertoire. However, what’s key isthat you know what to do with it, how totalk about it and how to recommend differ-ent brands.

Balance and texture are the keys to arecipe’s success, so instead of just lookingfor aromatic profiles, mixologists shouldexplore texture, body and proof. The bar-tenders’ job is ultimately to be service andentertainment providers for clients. Ratherthan making what he or she may think isthe best cocktail, the real challenge is toensure customers will have the best experi-ence possible and will be happy and enjoythemselves.

Speaking of which, nothing verifies thisfact better than a newly launched vodka-based and guarana-infused energy cooler,Mojo, aimed at young, trendy and femaleconsumers. The Montreal-based product

(produced by Blue Spike Beverages) hostedlaunch promotions at high profile food fes-tivals such as the Taste of Calgary and(according to the spokespeople conductingthe tastings) the company is already settingits sites on U.S. distributors, especially inCalifornia.

In terms of what’s here, meanwhile,consumers and industry people alike knowthat when it comes to finding their favoritevodka products, they will be navigatingthrough a complex global village of flavor,function and versatility.

“The U.S. has been a tremendousvodka market for generations,” reflectsChester Brandes, President and CEO,Imperial Brands, Inc. (which includesSobieski Vodka). “Premium vodkas havealways been part of the classic cocktailrepertoire. Since the beginning, vodkacocktails like the Vodka Martini, BloodyMary, the Bull Shot, the Greyhound, theHarvey Wallbanger and the Sea Breezehave been cocktail cornerstones.”

VODKA: CLEARLY A CLASSICEven if many brands in BIN’s listing havecome to market within this decade, theterm “instant classic” could apply to manynew brands either capitalizing on centuries-old distillation techniques and selectionmethods of ingredients, or selling trade andconsumers on the concept of merging theold and the new together in distillation tocreate the ultimate product. More estab-lished brands in the Stoli family, mean-while, are banking on the brand’s familiarityand iconic status.

As one-in-three drinks consumed todayare made with vodka, Gary Clayton,Director of the North AmericanStolichnaya Brand Organization, observessales for the category are growing at a high-er rate than most other spirits, even duringdifficult economic times. “It is a spirit thatcreated the cocktail culture and one thatcontinues to be an important component ofnew drink development,” he muses. “Fromicons James Bond to Sex & the City, andfrom ‘shaken not stirred’ to ‘Make mine aCosmo,’ vodka will never go out of style.”

44 B I N 2 0 0 8 • I S S U E 8

Melkon Khosrovian, co-founder andspirits maker at Tru Vodka, says there is nosubstitute for vodka's purity and versatility,making it the ultimate canvas on which tocreate great cocktails. “Vodka is a perfectflavor delivery vehicle for natural and fresh-ingredient cocktails. Like in fresh, seasonalcooking, the base supports the ingredients,”he affirms.

“The versatility of vodka is unparalleledin the spirits world,” agrees David Mandell,President & CEO of The p.i.n.k. SpiritsCompany. “Even as trends shift, vodka willmost likely remain a staple in the creativecocktailing culture. It is for this reason, thatwe launched p.i.n.k. vodka as the first inour portfolio of ultra-premium caffeine andguarana infused spirits.”

While many of the niche brands arecoming into their own as modern classics,SKYY is uniting its past history and currenttrends to exemplify vodka’s continued impor-tance and dominance. Jason Daniel, SeniorBrand Manager, SKYY Vodka, observesvodka also serves as the perfect entry pointinto spirits for those arriving at legal drinkingage, who might be turned off by the strongerflavor profile of brown spirits.

“Vodka has solidified its place in thecocktail lexicon,” stresses Daniel.“Bartenders appreciate the versatility thatallows them to create truly original cocktailsthat go beyond convention. Vodka’s smooth,clean profile gives them the opportunity toconcoct truly memorable cocktails that canappeal to a very wide demographic.”

“Mixology may be leaning towardsbrown goods, but Vodka sales continue togrow faster,” adds Marguerite Provandie,Associate Marketing Director of WhiteRock Distilleries (maker of PinnacleVodka). “Europe is seeing large growth inVodka sales, even at the expense of Scotchand Gin. It also helps that consumers havea natural curiosity about new and differentvodkas hitting the market.”

“In Russia, vodka is traditionally con-sumed straight with national cuisine. In thewest there is another tradition-mixture ofspirits, and the creation of cocktails. Nowthese traditions are merging,” notes ArsineNazaryan, General Manager of Imperial

Collection, “In contrast to other spiritsthat maintain the ideals of the past, modernvodkas are aimed at the future…and it isapproaching the status of being the world’sideal of a spirit. Over the years, vodka hasplayed a prominent role in the success ofbars, night clubs, restaurants and parties asthe alcohol of choice.”

Perhaps the most to-the-point assess-ment comes from John Glover, Senior VicePresident of Marketing at Castle Brands,Inc. (Boru Vodka). “It will get a lot larger,”he predicts. “There are still millions ofcases of old style whiskeys being sold butthat will continue to decline. Vodka is themost versatile category, and the category ofchoice for younger consumers.”

ALWAYS ROOM FOR ONE MORE “While the number of brands may eventual-ly stabilize, there's no denying that cus-tomers all over the world like to drinkvodka,” states Khosrovian matter-of-factly,“That's why the volume is as large as it is.”

Certainly, the question on every bever-age person’s mind these days seems to be,“What? Another vodka?” That said,Brandes points out American consumerstend to welcome new arrivals with openarms, hearts and glasses. Moreover, becauseits flavors are subtle, it doesn’t wear out itswelcome.

Clayton has observed that outsidetoday’s economic conditions, a key chal-lenge for any brand is creating a relevantconnection to its target audience. Whileconsumers are presented with an ever-increasing array of choices, the arrival ofnew brands and spirits introduced compli-cates the market further. This past yearalone, over 50 new vodka brands wereintroduced, according to Nielsen.

“It seems there’s a new vodka beingannounced almost daily in the US,” saysClayton. “A successful vodka’s marketingplan must effectively reflect the desires,motivations, values, and consumptionhabits of these changing consumer dynam-ics in a way that stands above the clutter.For many years, price was a driving force.Though it continues to be important, values

“There is no substitute forvodka's purity and versatility,making it the ultimate canvas

on which to create greatcocktails. Vodka is a perfect

flavor delivery vehicle for nat-ural and fresh-ingredient

cocktails. Like in fresh, sea-sonal cooking, the base sup-

ports the ingredients.”

– Melkon KhosrovianCo-Founder and Spirits Maker

Tru Vodka

CATEGORY FOCUS: VODKA

46 B I N 2 0 0 8 • I S S U E 8

such as authenticity, heritage, and origin areplaying a much more critical role in brandchoice. This is something that Stolichnayahas recognized and one that we are capital-izing on.”

Matt Carroll, Chief Marketing Officer atThe Patrón Spirits Company, says in the caseof the ultra-premium level (which includestheir newly-acquired brand Ultimat), thereare not that many brands competing. He isconfident Ultimat will nicely fill this moreupscale niche with “endless cocktail possibil-ities.” While mixologists continue to amazeCarroll with astonishing cocktail recipes, ashe sees it, the only place to start is with thebest vodka available. James W. Todd, Vice-President of Sales Marsalle Company, mean-while, credits the resurgence of the Martiniand its many permutations as the reason whythe market is still open for ultra and super-premium vodkas.

“Forty years ago, there wasn’t even 1%of the number of mixed drinks available atyour local bar that there are today,” statesJames Goldstein, CEO of WingardImporters, which introduced V2 Vodka.“Just ask any bartender what spirit s/he usesthe most for mixed drinks. In particular toV2, other suppliers have seen the light withthe potential of a premium spirit infusedwith caffeine, taurine or similar excitingaddition.” Goldstein adds, Wingard aims tokeep the quality high, marketing fun andadvertising responsible when carving aniche for V2. “As the category of Energy

Infused consumer products like “PepsiMAX” and “Snickers Extreme” becomemore popular, so will the consumer base forV2,” he concludes. “We are not trying tobe all things to all consumers. There areenough Vodka–Redbull fans to satisfy ourconsumer base.”

“In the last few years we have seen aproliferation of new vodkas from all overthe world, and it has become increasinglymore difficult to promote our brand,” saysRonné Bonder, President & Owner of theThe Hamptons Spirit Company. “We staycompetitive by maintaining and expandinga strong niche as the best and most decorat-ed brand in the marketplace with a com-bined 4 Medal Awards by the San FranciscoWorld Spirits Competition.”

All told, the proliferation of vodkas isstill very much a marketing challenge for allbrands. Currently, a retailer has access tomore than 160 vodka brands in the UnitedStates. To keep its place in the vodkaworld, SKYY relies on the clear identity inthe market established many years ago thathelps to lift them above the fray. “We wereable to build upon that identity in the pastyear through innovative marketing cam-paigns such as our partnership with NewLine Cinema for Sex and the City, forwhich SKYY served as the official spiritssponsor,” says Daniel. “We were able totake that sponsorship all the way throughthe line with compelling off-premise andon-premise programs that drove interest in

the SKYY brand, and more importantly, lift-ed sales for SKYY Core, as well as the newSKYY Infusions.”

“While some companies may be cuttingback on their marketing because of theslowing economy, we aren’t doing that,”adds Carroll. “We will continue to spend onadvertising and P.O.s to support Ultimatthrough this economy.”

Rob Bailey, CEO of Lotus Vodka, saysthe reason why they are competitive in acrowded field is simple: Consumers lovevodka. “There is no other spirit that pro-vides such as wide range of different cock-tail menu options,” he explains.“Additionally, I think health consciousdrinkers are gravitating towards vodkabecause there is the perception that thelower level of congeners gives rise to alower likelihood of a hangover. Vodka alsohas fewer calories than some of the brownspirits, which has made it very popular withimage conscious drinkers.”

“Vodka is a spirit category that is beingre-defined,” says Marcus Bender, CEO andfounder of Kai Vodka, who has noticed it isbecoming as diverse as the wine category,encouraging consumers to educate themselvesabout the differences in each vodka and tofind the one that best suits their palette.“There is strong consumer demand for oldthings made new again. Because of Kai’smany paradoxes (potato vs. rice, tasteless vs.tasty, European vs. Asian), we have encoun-tered many questions as to why we are con-sidered vodka. Though 90% of vodkas aredistilled from grain, most consumers stillbelieve that vodka is made primarily frompotatoes. Introducing a rice vodka requiresthat we not only educate them about ourbrand, but the category in general.”

As Andrew Pfeffer, Sr. V. P. WesternDivision for Ice Cap Enterprises SRL, hasnoticed, every new entry to the categoryseems to have an angle necessary to setthem apart from the others. It might beorganic, ancient water source, or environ-mentally-appropriate. In the case of theirSiku Glacier Ice Vodka, it is the only vodkathat utilizes a unique process called Ice-Blending, in which glacier ice is combinedwith five-times distilled, ultra-premium

48 B I N 2 0 0 8 • I S S U E 8

grain alcohol. “Distilled in The Netherlands, Siku

becomes liquid at -25°C, creating the onlyvodka that transforms ice directly intovodka without ever becoming water,” hedetails. “This creates a superior product,and there is always room, even in a busymarket, for a superior product. Competingwith the big corporate vodka companiesand their deep advertising pockets willalways be a challenge for us. Also, thechallenge of getting retailers/restaurants toadd another item in an already saturatedmarket that presents its own set of hurdles.Our response is working closely with retail-ers and restaurateurs to create custom pro-gramming and marketing “Spy on Vegas”that works for them, all the while maintain-ing our ultra-premium image.”

THE KINGS OF COCKTAIL CULTURE The appeal of vodka is as clear as the spirit:versatility, which enables it overall to be allthings to all people. “Mixology is all aboutcreating great tasting drinks, and traces itsroutes back to the growth of vodka,” saysAndrea Sengara, Senior Brand Manager of

CÎROC Vodka. “Consumers first beganmixing drinks as a result of the introductionof Vodka into Western Society. Cocktailculture ensued as vodka became more popu-lar, because it was the most versatile andmixable of the spirits. That hasn't changedtoday, as vodka allows for unlimited creationof exciting and delightful drinks, sure toplease any palette. As time passes, mixolo-gists will always create alternatives to whatis popular, but at the end of the day, alleverybody is looking for is a great tastingdrink, and there is still no more versatilespirit as vodka, to deliver this experience.”

Consumers are not boxed into one-dimensional cocktails, but in fact exposedto an ever-increasing array of cocktails-from the very dry to the very indulgent.Notes Clayton, “it has the ability to appealto a broad audience unlike any other cate-gory in the industry.”

“It’s important to remember that whilesophisticated mixologists may not lovevodka, drinkers still do,” Bailey saysemphatically. “While it’s fun to make evermore sophisticated cocktails using new craftgins and bourbons, it’s important that wenot forget what consumers actually want. I

think it’s also important to remember thatat the end of the day, while mixology is anart, it also needs to be a sustainable busi-ness. We all need to learn how to makesophisticated drinks that don’t put a bar orrestaurant out of business.”

Hamptons Vodkas are clearly tailormade for mixology. While the Americanvodka’s original formula (100% Corn) isdifferentiated by the fact that it is the firstproduct from the distillation process and iscolorless and odorless, it is the perfect neu-tral platform for purist mixologists. Thedessert-y flavors (Banana, ChocoRaspberryand CherryVanilla), meanwhile, enabletruly adventurous to raise the bar, so tospeak. “Word of mouth has been our great-est tool to get the word out,” says Bonder.“Once the public tastes our products theybecome instant fans, especially as they canbe transformed into a myriad of wonderfulconcoctions.”

The same can be said about Pearl Vodka,according to director of marketing ToddNickodym, thanks to its own mixology-friendly range of flavors. “From a line exten-sion perspective, our strategy has been to notsimply introduce new flavors, but rather tointroduce new flavors that are unique, on-trend, mixable and great-tasting,” he says.“Pearl was first to market with aPomegranate flavored vodka, and we haverecently extended the Pearl family to includea totally unique Plum flavored Vodka.”

Todd also notes without hesitation thatvodka can be enjoyed straight or mixedwith practically anything, from juices towater, appealing to young and old alike. Heacknowledges that when Grey Goose burston the scene a few years ago, one wouldhear the young adult crowd ordering every-thing from “Goose on the rocks,” to “Gooseand cranberry,” to a “Goose Martini up.”However, for different reasons, his brands(Snow Queen and Zubrowka Bison GrassVodka) are getting ready for their time inthe spotlight.

“Because Snow Queen (made withorganic wheat, and Artesian spring waterfrom the Himalayas) mixes with anything,this vodka is a great entry-level spirit,” saysTodd. “Consumers of all ages can come up

50 B I N 2 0 0 8 • I S S U E 8

with a drink they like mixed with vodka.SKYY Vodka’s Daniel, however, adds his-

toric context to the vodka phenomenon, asit has not always been the cocktail culture’sfoundation of choice. In different eras, thehonor probably went to gin, rum or whiskey.

“Vodka didn’t truly gain its huge popu-larity until the 1980s, when the first premi-um and super-premium vodkas started show-ing up in the market,” he says. “From there,the category simply exploded. Today, vodkais the foundation for cocktail culture, interms of the sheer volume of cocktails madewith it. Vodka has a universal appeal that istruly timeless. In addition, with the appear-ance of premium vodka products, such asSKYY Vodka, it is being enjoyed more andmore straight up or on the rocks. It is theversatility that makes vodka so dominant ona global level.”

“Look at the menus in restaurants allover the U.S. and what do your see? Vodka,vodka and more vodka-based cocktails,”affirms Kevin Egan, V.P. Director of Salesand Marketing for Blue Ice Vodka. “Classic-style cocktails have been built aroundvodka, and vodka has replaced gin in theclassics. The ‘new’ classics are all vodka-based. With that in mind, our strategy for2008 is to increase the number of markets,maintain pricing, increase advertising andpromotional spend, extend the line with anorganic product and continue creative sea-sonal and holiday programs like ourHalloween Pumpkin Pie Martini program.Many of the new arrivals in the market havea story to tell and they seem to find a nicheif they are supported by the brand owners.”

AN “ELECTION YEAR”FOR VODKAJust as this year’s presidential candidateshave put much of their resources to findingfollowings, various vodka companies areputting as much thought into steering theirproducts toward event-based campaigns thatwill attract key “voters” to elect their brand.

Todd details the many events Zubrowkaand Snow Queen have been involved withare often high-profile happenings involvingcelebrities and charities. However, he isvery specific about the fact that each brand

has its own niche, and events are selectedbased on what type of vodka the presumedaudience will be open to. Snow Queen hassponsored events and parties at the SuperBowl, Kentucky Derby, Mariah Carey’s NewYear's Eve bash and the Latin Grammys—all events that reach large and diverse audi-ences. Zubrowka sponsors more sophisticat-ed events such as New York Fashion Weekreceptions, a Washington, DC-based partyfor the Polish Cultural Center and variousblack tie benefits around the country.Zubrowka has enlisted the likes of The ProConcept Marketing Group to help themsecure sponsorships with the most appropri-ate events matched to the vodka.

“With these two brands, it’s all aboutbeing a force,” says Todd. “Although rightnow we are happy to find our niches, wehave found both brands have a tremendousbudget. We are positioning Zubrowkaaround the country to help gain support andthe cult following it has in other marketsaround the world. Snow Queen, meanwhile,is taking markets by storm!”

Prairie Organic Vodka, like Zubrowka,has gotten word to its targeted audience byaligning with organizations that supportsome of our brand attributes such as certi-fied organic, eco-friendly and giving back tothe community. Examples of this includethe Fresh Taste Festival in Minneapolis andSlow Food Nation in San Francisco. Inorder to survive and sustain our newground, they have deliberately lookedbeyond traditional advertising.

Pinnacle Vodka has adopted a similartactic—blending aggressiveness, focus andoutreach. “You’ve got to do what you canto be noticed in a crowded market,” men-tions Provandie. “Being a dominant forcein the spirits industry is what we are strivingfor. White Rock Distilleries is the “VodkaKing” - so we are a force to be reckonedwith. Aside from traditional advertising inconsumer and limited trade books, we arealso engaging in sponsorship opportunities,on-premise promotional parties, and ‘WildPosting’ (grass root guerilla marketing) inselect urban markets.”

While Pinnacle’s advertising efforts areprolific, with a national and very targeted

“Look at the menus in restaurants all over the U.S.

and what do your see? Vodka, vodka and more vodka-based cocktails. Classic-style

cocktails have been builtaround vodka, and vodka hasreplaced gin in the classics.

The ‘new’ classics are allvodka-based."

– Kevin EganV.P. Director of Sales and Marketing

Blue Ice Vodka.

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52 B I N 2 0 0 8 • I S S U E 8

campaign in leading publications such asSports Illustrated, Playboy, Time, Money,Golf, Vibe, King and Rolling Stone,Provandie says marketing and P.R. effortsplay upon “the affordable luxury vodka’s”distinctions—that it is an imported Frenchvodka, offers a variety of unusual signatureflavors (Kiwi Strawberry, Espresso XX,Butterscotch, Root Beer, and the newly pop-ular Grape and Cherry), incorporates beauti-ful packaging and affordable pricing, and onthe trade end, boasts a motivated team ofdistributors and a distribution networkfocused on the brand’s long term success.

p.i.n.k. vodka, meanwhile, was chosenby Donna Karan to be the official cocktailof the launch of her new fragrance“Delicious Night.” Mandel notes the recipefor the ‘Delicious Night Blackberry Martini’featuring p.i.n.k., is being co-promoted ona national basis both on-and off-premise.SKYY Vodka, engaged in a campaign thattapped right into some of popular culture’scurrent embrace of the cocktail—the spon-sorship of Sex and the City. The companycreated a 360-degree marketing campaignthat included custom co-branded advertis-ing, a national sweepstakes, premiere partiesand on-premise promotions. In another,they tapped into nostalgia and nature.

“One of the coolest aspects of the pro-gram was our signature cocktails which werethemed after each of the characters in themovie,” describes Daniel. “These were soldinto thousands of accounts across the coun-try and let consumers experience the glam-orous cocktail culture of the movie. For thelaunch of our new SKYY Infusions this pastspring, we rolled out our custom 25 footSKYY Infusions Airstream RV that touredthe country, introducing people to the inno-vative true-to-fruit taste of our newest prod-uct. Off-premise, where we couldn’t samplethe product, we utilized flavor strips thatgave consumers a real taste of SKYYInfusions, which generated great sales inthose accounts.”

Boru’s primary campaign, targeted tomen 21-30, meanwhile is Defend the BarBand. This indie-music based, viral market-ing program speaks directly to this targetaudience. Last year’s winner, Lloyd DoblerEffect, in turn, emerged a wonderful brandambassador. “Boru has financially support-

ed their tour and as a result LDE travels thecountry in a Boru branded trailer and per-forms in front of a Boru-branded backdrop,”affirms Glover. “We also coordinate on-premise promotions everywhere they play,where legal. With over 200 gigs this year,that’s a lot of promotions. During this fall’scontest, we’ll hold 500 bar band on-premisepromotions across the country.”

In the case of Ultimat Vodka, Carrollsays that the company decided on a slowbuild strategy, launching it in select markets(including California) and using many ofthe same approaches that worked for PatronTequila. The message is clear and entic-ing—“Live Ultimately”—and based on theprinciple that in life, when one seeks outthe ultimate experience, it changes his orher frame of reference, and no other experi-ence will compare. “We’re supporting thelaunch with on- and off- premise point ofsale materials beyond most new brandlaunches, and have allocated for each mar-ket a separate events budget to build brandawareness in the right places,” says Carroll.“We’re taking advantage of every opportu-nity to make this one of the most successfulbrand launches in the industry.

In the Stoli camp, meanwhile, they havestirred things up with a new advertisingcampaign, “Choose Authenticity,” whichClayton says is the foundation of their com-munication strategy, with iconography andtypography inspired by RussianConstructivist art, a witty and engaging toneand attitude that reinforces Stolichnaya’sauthenticity and pioneering spirit.

“In 2007, we launched Stoli Hotel,which has traveled to such major metromarkets as New York, Chicago, Los Angelesand Miami,” affirms Clayton. It is a travel-ing pop-up entertainment venue, which wasinspired by the historic Moskova Hotel inMoscow. With a combined attendance ofover 50,000 consumers, it has garneredincredible press, major awards, but mostimportantly delivered a unique brand expe-rience.”

Then there are brands like Lotus, whereless can be more when getting the word outon a new product, according to Bailey. “Wedon’t think about the future too much,” hestates. “We just want to make an amazingproduct that consumers feel passionate

"A successful vodka’s marketing plan must

effectively reflect the desires,motivations, values, and con-

sumption habits of thesechanging consumer dynamics

in a way that stands above theclutter. For many years, pricewas a driving force. Though it

continues to be important,values such as authenticity,

heritage, and origin are play-ing a much more critical role

in brand choice...”

– Gary ClaytonDirector of the North American Stolichnaya Brand Organization

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about. Our goal is to grow the brand whilebeing true to our ideals and what we aredoing. If we just focus on doing good,everything else will take care of itself.While not necessarily innovative, we alsodo extensive work with charities. Theyhave provided a great opportunity for us toreach a cool, tastemaker crowd while alsogiving back.”

Despite Bailey’s modesty, Lotus hasmade serious headway via internet socialnetworks in reaching younger consumers.They recently completed a campaign with acompany called AdNectar, where weenabled fans of Lotus to give “virtual” cock-tails to each other. In a few short weeks wehad more than 250,000 people in more than15 countries that gave each other virtualcocktails like the Lotus mojito.

Sengara feels that CÎROC will land ontop of the category by focusing its excep-tional “liquid credentials” and continuingtheir efforts with Sean “Diddy” Combs,whom the company feels “optimizes the artof celebration.” While the economic situa-tion is a factor, the industry allows con-sumers an “affordable” luxury. The dreamvacation and vehicle may be on hold, butconsumers can still continue to celebratelife with CÎROC.

“By ensuring consumers a luxury experi-ence, both when they are out for theevening or enjoying CÎROC at home, wewill continue to add value to all of theirexperiences,” Sengara says. “As we are re-launching this brand, it is still important todrive trial where and when possible.”

LIQUID ASSETSFor some vodkas, less is more when it comesto building brand and image. Companieslike Stockholm Krystal, for example, putemphasis on their name and reputation as agood company, even though selling cases isas important a goal.

“Stockholm Krystal is a family-ownedand operated company,” stresses marketingdirector Erika Ingbrightsen. “As such, we’remore focused on demonstrating our com-mitment to providing the highest qualityhandcrafted vodka in the market. As afamily company, we further define ourselves

through the support of local causes andactivities, and doing our part to make a dif-ference. We have aligned with and champi-on numerous charities across the countrythat our close to our hearts and reflect ourcore values as a family company.”

“Consumers are looking for new experi-ences, and many of the “mega” brands likeGrey Goose have…become rather main-stream,” observes Elwyn Gladstone, VP,Marketing for Proximo Spirits, whose port-folio includes the Three Olives family ofvodkas. “Our goal has been to innovatewith advertising, promotions and new prod-ucts that make Three Olives the most inno-vative, fun and exciting brand of super-pre-mium vodka on the market. The opportuni-ties are endless, and I personally feel thevodka category will come to an end onlywhen we run out of flavors in the world.”

V2 importer Goldstein, likewise,emphasizes innovation – this brand strivesto push the envelope with their marketingand focuses on content toward and audi-ence that will embrace it.

“If it’s shocking and memorable, it’sworthwhile,” Goldstein states. “Once peo-ple are aware of V2’s attributes, we havedevout consumers. We don’t want to dowhat all the other brands are doing. Asthere are dozens of citrus vodkas on themarket, we launched the first Mint Vodkathis year, made with real fresh mint leaves.If you haven’t tried our Naughty Girl Scoutwith V2 mint and Godiva Chocolateliqueur, you’re in for a treat! The V2 signa-ture custom ‘39 Zephyr is another tool forraising awareness for the brand. We alsoembrace many of the marketing opportuni-ties that other premium spirits avoid such asextreme sports. We would much rather leadthan follow. ”

According to Marsalle Imports’ Todd,Zubrowka takes a grass roots approach, com-bined with promotions that have fun withthe zu (zoo) theme. For example, they havedone parties where each bar is themedaround different zoo animals with drinksthat coincide. Efforts like this, have enabledZubrowka to emerge the #2 imported vodkain Japan, #3 in France and a must for manyof the best back-bars in London. While the

KELLY Y GONZALEZBLOODY MARY MIX

Internationally kown for its outstandingBloody Mary mix, Kelly y Gonzalez

begin providing a high quality lineof cocktail mixes to businesses inthe Las Vegas and surroundingRocky Mountain states in 1973. Inresponse to requests from severalfamous hotels and restaurants want-ing a superior Bloody Mary mixthat would be consistently excellentwith each pour, our founder, Chuck

Kelly, soon developed what is nowthe company’s signature mix, Kelly yGonzalez Bloody Mary mix. Made from avery special recipe, they use only top qualityherbs, spices, tomato paste and whole pep-pers to produce their unique Bloody Marymix. It is packaged “hot” off the bottling linein glass bottles to preserve the fresh taste of theingredients.

In addition to delivering an unbeatableBloody Mary every time, many customers usethe Bloody Mary mix as the main ingredient inseveral of their menu items, including soups,chili’s and Italian dishes. “We have one cus-tomer in Milwaukee that goes through casesof our mix, without ever serving a drink,”remarks Mike Kelly, President and CEO ofKelly y Gonzalez.

A family owned business nowwell into their second genera-tion, Kelly y Gonzalez’s market-ing strategy has always been tofocus primarily on on-premiseaccounts, as well as smaller offpremise accounts serving cock-tails. This strategy has resulted insuperior brand recognition. “Wehave a strong following of cus-tomers whose clients will acceptnothing but Kelly y Gonzalez, a factwe are very proud of,” explainsMike Kelly.

For more information, emailkellyygonzalez@hotmail.com. �

CATEGORY FOCUS: VODKA

56 B I N 2 0 0 8 • I S S U E 8

brand has been marketed by Pernod-Ricardin Europe, the re-positioning of Zubrowkahas opened the eyes of American drinkersto the joys of Bison Grass Vodka. In con-trast, Carroll says a brand can have it bothways, with a marketing goal for Ultimat toachieve high volumes in the ultra-premiumsub category and still enjoy the niche ofboutique brands.

No matter what the focus, Mandellargues that the consumer, bartender, serverand retailers are key aspects of marketingp.i.n.k. “The customer must understand theunique properties of the product that willenable them to have their favorite cocktailwhile experiencing the benefits of caffeineand guarana,” he says. “We’ve developedaward-winning marketing and promotionsmaterials that enable us to convey the mostimportant aspects of the brand that res-onate with the consumer.”

Though SKYY Vodka is currently thefourth largest brand in the market, and thenumber-one premium domestic vodka in theU.S., Daniel explains that good marketing isa balancing act of expanding their volumeswithout sacrificing the core values of whatthe brand was built around: quality, innova-tion and style. “If we lose sight of any oneof those key attributes, then we will lose

what makes us special to the consumer,which we simply won’t do,” he declares.

For other vodkas, combining messagesof value and quality in just the right way toopens door for new markets. Recently,Sobieski Vodka announced that it broke allrecords for a newly-introduced spirit toattain its 200,000-case sales milestone.“Critics, spirits industry players and nowconsumers are responding to SobieskiVodka’s proposition of excellent quality,crisp clean taste and affordable price,” saysBrandes. “Our message is “Truth inVodka.” We educate consumers that theydon’t have to pay a king’s ransom for a pre-mium vodka. We encourage them to focuson what’s in the bottle--namely authentici-ty, tradition, heritage and taste--rather thanbe distracted by flashy marketing cam-paigns and pricey packaging. Our approachis distinctly anti-hype.”

FROM THE FIELDS TO THEBOTTLE TO TOP SHELF Sobieski Vodka also plays with other mes-sages that convey that what’s inside thebottle is what matters most. Their tradeadvertising and billboards targeting con-sumers are generating interest and excite-ment with provocative taglines that exem-plify the “Truth in Vodka” campaign. Theyinclude: “We Designed a Bottle to Suit theSpirit Inside, “Notice the Lack of La-Di-Da.” “Sex May Sell, But It Has Nothing toDo with the Making of Great Vodka,”“Who Needs Superdelegates? We’ve Got aWhole Country Behind Us. The #1

Premium Vodka in Poland,” and “The #1Premium Vodka in Poland. Finally, anEndorsement that Matters.”

While image (or lack thereof, whenappropriate) and versatility play leading rolesin the showcases vodka producers andimporters put on to win fans, drawing atten-tion to what’s inside a bottle is just as critical.

Ingbrightsen notes Stockholm KrystalVodka is produced by a family-owned opera-tion, and is the result of old-world crafts-manship enhanced by the refinements ofmodern technology. “The original familyrecipe is over 100 years old,” she says. “It ismade in Sweden from the finest premiumwheat, and distilled three times throughhigh-rise column stills through our unique"center-cut" distilling process. We describethe "spirit" in its purest form as "crystallineessence." The essence is then filteredtwice through charcoal, which "polishes"the product and imbues it with the clarityand sparkle seen in the bottle. Finally, theproduct is married with the pristine watersfor which the region in Sweden is sorenowned.”

While it is important for Gladstonethat Three Olives emerges as dominantforce in the market, he feels how they do itis even more important. They keep a pulseon the constantly changing consumer andvodka market, and build the brand from theinside out by listening and growing with ourloyal consumer while recruiting new oneson the way.

Says Gladstone, “We try not to thinklike other vodkas, because if you think like

Top selling vodkas at East L.A. Wholesale Beverages

58 B I N 2 0 0 8 • I S S U E 8

everybody else, you look like everybodyelse, and consumers don’t need more of thesame. We do flavors that no one wouldthink of (Root Beer, Tomato, TripleEspresso), and focus on quality that no onecan come close to. Consumers tell us thatwe are the only flavored vodka whose fla-vor tastes like it says on the bottle. Finally,we have an upcoming promotional andadvertising campaign that is going to set usapart from the competition as a trulyunique, premium and differentiated brand.”

Among p.i.n.k’s many strategies,Mandell says they are capitalizing on itsunique ingredients with an exciting mar-keting tool called the “p.i.n.k. EnergyCocktail Menu,” a separate cocktail menuor feature on an existing cocktail menuthat highlights the functional aspects ofp.i.n.k. vodka. “This innovative cocktailmenu not only educates consumers on mul-tiple applications of p.i.n.k. vodka, but alsogenerates additional revenue beyond thetraditional cocktail menu,” says Mandell.“Because no other product can create cock-tails infused with flavorless caffeine andguarana, the account can sell each drink ata higher price.”

In the perspective of Gary Clayton,consumers are increasingly looking towardsbrands with “heritage, authenticity and astrong product story.” In this case, it’s thefact that Stolichnaya’s heritage goes backover 100 years and is truly the authenticRussian vodka. “We were the first premi-um-imported vodka in the U.S. and the firstto introduce flavored vodkas into the mar-ket, which launched the ‘flavored vodkarevolution.’ We continue to introduce newflavors into the market with our most recentintroduction, Blakberi. Stolichnaya Elit wasthe first ultra-premium vodka to hit themarket in 2004. Stolichnaya is the onlyvodka that has the depth of history and lin-eage. The cornerstone of our strategy is tobuild upon our pioneering spirit andauthentic Russian heritage.”

Kai Vodka, meanwhile, has the advan-tage of offering consumers the “first UltraPremium Rice Vodka” and the first “LycheeFlavored Vodka.” Therefore, Bender saysthe Kai team shoots for accounts embracing

the product’s uniqueness. Their primaryobjective is to allow consumers to “tastethe pleasure” in Kai Vodka and Kai LycheeVodka. They have been part of many foodand wine events and have sent representa-tives to participate in many on/off-premisetasting events. For top echelon consumers,they are collaborating with a travel compa-ny to begin a travel package to Vietnam inorder to allow connoisseurs to experiencethe country of Kai’s origins.

Other brands single out proprietary ingre-dients. Kai Vodka is handcrafted in smallbatches with Yellow-Blossom Rice, whichimparts a distinct sweetness to the finish.

Sonnema vodkaHERB offers their prod-uct up as one that gives vodka a moderntwist with a historic recipe of high qualityherbs and gin, imparting an aromatic hintof rosemary, thyme, juniper, licorice andwormwood. CÎROC Vodka capitalizes onthe smooth, lightly sweet and supple bodyimparted by the natural character of grapes,even though its flavor is citrus-y and crisp.

With Pearl, Nickodym says teams sup-porting the campaign determine its successor failure. “While we have enjoyed successwith Pearl Vodka off-premise, we under-stand that super-premium brands are builton-premise,” he says. “We have expandedour sales organization to include on-premisesales specialists focusing the majority oftheir efforts on promoting Pearl Vodka inthe leading vodka bars, clubs and restau-rants in major metro markets across theU.S. Our on-premise representatives arefocusing their efforts on gaining targetednew distribution, securing signature Pearldrink features/menus and hosting uniquepromotional nights.”

While everybody has different opinionsabout vodka, one thing we all can agreeupon is that there are a spellbinding num-ber of products on the market, and just asmany ways to promote them. The fact thatconsumers worldwide are continuing toembrace the category’s new arrivals and oldstandbys is testament to the fact vodka stillmatters…and matters to the extent thatretailers and restaurateurs alike need toeducate themselves so they can continue tomeet the demand. �

BLOODY WONDERFUL!Hathaway’s Mixers is not just a line of mix-ers, but a fully-rounded concept designedespecially for the carefully selectedaccounts…and the accounts’ particularlyselective customers. Though Appleton Lanehas created special gourmet Bloody Marymixes for more than a decade, the productline, with its flavor profiles and unique mar-keting approaches have only been aroundfor a year. Growth is intended to be steadyand carefully planned.

The Original, a superb base for the tra-ditional Bloody Mary, is made with freshgrated Horseradish, while their RobustBloody Mary mix features the distinctive kickof fresh pureed Jalapenos. According toBright, the brand leaders of competingBloody Mary mixes make their productswith aseptic methods, which in turn, makesit very difficult for the full flavor of the toma-toes and other components of a BloodyMary to come through in a way that’s trueto the classic. Only a hands-on approach,the Hathaway way, can address this prob-lem satisfactorily.

Elevating the Bloody Mary mix catego-ry to a new level is Hathaway’s Energy-based Bloody Mary, incorporating B-12,Taurine, Inositel, Caffeine, Niacin andGlucuronolactone. The impetus to reinventthis continuously rolling wheel, according toBright, came from a close examination ofwhat the energy drink market did over thelast five years, and noticing its annualgrowth at double digit rates among the 21-35 year-old market segment. However, asBright and his colleagues were keenlyaware energy drinks had a very specifictaste, they approached their chemists andasked them if they could create an energy“mix” that appealed to the youth demo-graphic but end up with a flavor profile freefrom the strong medicinal flavors often iden-tified with energy drinks.

For more information, please visit hath-awaysmixers.com. �

CATEGORY FOCUS: VODKA

1 2 ROOZ VODKACountry AustraliaBase Ingredient Australian GrapesTasting Notes This five times distilled award-winning vodka has mild cassis and spice aromas, with a dryish medium-bodied palate.Flavors: Caramel|Lemon Myrtle Leaf Eucalyptus|Peppermint|GingerPertzovka|Plum

2 267 OLIVE AND PEARL ONION VODKACountry USABase Ingredient American GrainTasting Notes Ultra premium five times distilled American grain vodka infused with olives and pearl onions puts a touch of sophistication on a classic.Flavors: Olive & Pearl Onion|CranberryLemon|Orange

3 3 VODKACountry PolandBase Ingredient SoyTasting Notes Carefully selected components of the soy plant. Soy isolates, arecombined to create this revolutionary vodka unrivalled in texture, flavor and smoothness. GLUTEN FREEFlavors: Black Raspberry3 A.M. (caffeine, taurine, and guarana)

4 360 VODKACountry USABase Ingredient CornTasting Notes Soft, silky entry leads to a round, delicate, dryish light-tomedium body with whipped cream and mineral flavors.Finishes in a smooth, sweet, and lightlywarming powdered sugar, mild citrus zest, andtalc fade with nice length. A very smooth, clean, gently style vodka for martinis or neat.

5 42 BELOW VODKACountry New ZealandBase Ingredient WheatTasting Notes Fresh grain with hints of warm summer rain on the nose. Slightly oily over the tongue with hints of wheat and a light touch of aniseed on the palate. Flavors: Feijoa|Kiwifruit|Manuka Honey Passionfruit

6 ABSOLUT VODKA Country SwedenBase Ingredient WheatTasting Notes Clean and crisp with faint lemon pie aromas; a faint taste of baked breadadds an extra dimension; character to be of martini quality; six parts to one part of dry vermouth.Flavors: Apeach|Citron|Kurrant|MandrinPeppar|Raspberri|Ruby Red|Grapefruit|Vanila

7 ABSOLUT VODKA 100 PRF BLACKCountry SwedenBase Ingredient WheatTasting Notes Distilled from grain-grown in the rich fields of S. Sweden. It has been produced at the famous old distilleries by Ahus in accordance with more than 400 yrs of Swedish tradition. Smooth beyond compare.

8 ABSOLUT LOS ANGELESCountry SwedenBase Ingredient WheatTasting Notes The Acai, Acerola, Pomegranate & Blueberry flavored vodka blends well with the trend-setting, forward-thinking and evnironmentally consious spirit of Los Angeles.

9 AMERICANA VODKACountry USABase Ingredient WheatTasting Notes Water sourced from 300 feet below sea level. Slow charcoal filtration process using a carbon block filter. Finest grains harvested from the American heart-land. Delicate, organically sprayed decorationprocess.

10 BELVEDERE VODKACountry PolandBase Ingredient Dankowskie Gold RyeTasting Notes This Vodka has notes of vanilla and rye on the palate, the finish is crisp and clean with lingering white pepper spice. It has a distinctive creamy mouth feel. Flavors: Cytrus | Pomarancza

2008 HOLIDAY VODKA BUYERS GUIDE

11 BLACK TIE VODKACountry FranceBase Ingredient WheatTasting Notes Distilled from Soft Europeanwheat from the world famous Cognac region. Delicate white grape, fruity flavor.

12 BLUE ICE POTATO VODKACountry USABase Ingredient Idaho Burbank PotatoesTasting Notes A full-bodied, icy clear vodka. Silky, slightly oily palate is clean and earthy with the flavor of finely grown potatoes and the lightest hints of citrus and lavender. It finishes with a sprightly, short cleanness.

13 BONG VODKACountry Holland Base Ingredient European GrainTasting Notes This vodka’s artisanal formula has been handed down through five generations of master distillers and produced through a 150 Year Old manual process, rich with traditional standards and superior craftsmanship.

14 BOOMERANG VODKA Country Australia Base Ingredient Chardonnay Grapes Tasting Notes This 100 percent grape vodka is five times distilled, charcoal filtered and bottled close to its source in South Australia. The resulting drop is smooth, well-balanced and has a supple mouthfeel – perfect served neat or in a mixed vodka cocktail.

15 BORU IRISH VODKACountry IrelandBase Ingredient WheatTasting Notes This vodka has crystalline clarity, a delicate, feather weight body and an intriguing bouquet of floral and vanilla notes. The vodka rolls over the palate without bite, burn or harshness - finish is long and delectable.Flavors: Citrus|Orange|Crazzberry

16 CAPE NORTH VODKACountry FranceBase Ingredient Golden Wheat from France's Bourgogne regionTasting Notes This vodka embodies the purity of Sweden and the finesse of France. Cape North is an exceedingly smooth vodka with delicate flavors of vanilla and subtle citrus notes.

17 CHARBAY DRY VODKACountry USABase Ingredient Corn and RyeTasting Notes Subtle toasty, charcoal aromas, entry is off-dry to sweet and properly oily, sweet gaminess, after taste is long, bittersweet and delectably oily.Flavors: Blood Orange|Meyer Lemon|Ruby Red Grapefruit|Raspberry|Green TeaPomegranate

18 CHOPIN POLISH VODKA Country PolandBase Ingredient Stobrawa Potatoes Tasting Notes Produced exclusively from Stobrawa potatoes for a distinctively clean,yet bold tasting vodka with an oily mouth feel, is incredibly smooth, and begins earthy before shifting to a moderately sweet and metallic finish.

19 CÎROC VODKACountry FranceBase Ingredient GrapesTasting Notes Refined citrus aromas, smooth, lightly sweet and enriched by the natural character of grapes that arouses the palate, though is not grape flavored. Finish – Crisp, clean, with no alcohol burn.

20 CRATER LAKE VODKACountry USABase Ingredient American Grown GrainTasting Notes Filtered 10 times through charcoal and crushed volcanic rock and then aged slightly in oak. The lava rock filter imparts a soft , spring water mouth feel that finishes without any burn. The oak filter leaves hints of vanilla and butter on the finish.Flavors: Hazelnut Espresso

2008 HOLIDAY VODKA BUYERS GUIDE

21 CRYSTALL VODKACountry RussiaBase Ingredient WheatTasting Notes This vodka is double distilled in a process that is five times slower than ordinary vodkas and bottles only the best vodka from the center of the distillation tank. With a nose of rose, dry cereal and cream, this is a superior vodka.

22 CZARS GOLD VODKACountry RussiaBase Ingredient Premium Russian GrainTasting Notes Czar's Gold was created in 2003 to commemorate the 300th anniversary of St. Petersburg using the same recipe used for Peter the Great more than 300 years ago but improved upon using modern technology.

23 DEATH’S DOOR VODKACountry USA Base Ingredient WheatTasting Notes This American wheat vodka is made with red winter wheat sustainably grown on Washington Island, Wisconsin.It has a sweet, grassy nose, with faint vanilla and wheat tones. A sweetish medium body, silky mouth feel and long smooth finish of mineral and spice.

24 DOUBLE WHITE VODKA Country Poland Base Ingredient WheatTasting Notes A mild nose and a pleasantly soft hint of melon rind harmonize into beautifully crafted boutique style vodka that finishes with a gentle burn and no discernible aftertaste.

25 EMPEROR’S BRAND VODKACountry FranceBase Ingredient WheatTasting Notes This vodka is distinctively clean. It is made with selected grain “Lux”. The 100% pure wheat is grown in the North of France. Distilled six times.

26 FINLANDIA VODKACountry FinlandBase Ingredient Finnish Six-Row BarleyTasting Notes A well-balanced and blended vodka that is deeply flavored. It is semi-sweet with creamy, biscuity flavors, with a hint of corn.Flavors: Cranberry|Lime|Mango|Wild Berries

27 FIREFLY VODKACountry USA Base Ingredient Muscadine GrapesTasting Notes The inspiration for a muscadine wine flavored vodka came from the 11.5 acres of vineyard where the distillery is located. The muscadine infusion creates a smooth sippin' vodka that is easily imbibed.Flavors: Muscadine Wine|Sweet Tea

28 FLAWLESS VODKA Country FranceBase Ingredient WheatTasting Notes This smooth and luxurious vodka is very soft from the start, finishing crisp and clean with tremendous balance. The distinctively fresh nose with subtly sweet overtones makes the perfect straight-up martini.

29 FRIS VODKACountry DenmarkBase Ingredient All-natural Whole GrainTasting Notes Has an unusual fragrance - a bit savory like ham, salty, and a bit flowery. The taste starts out sweet and then finishes with the savory and salty profile. A creamy, smooth mouth feel but with a salty kick in the finish.Flavors: Apple|Lime

30 GREY GOOSE VODKA Country FranceBase Ingredient Winter WheatTasting Notes Exceptionally soft and delicate with a long smooth finish. Smoky aroma, with hints of mint and grain. The flavor is off-dry, has a moderate bite and has notes of wheat and cocoa bean.Flavors: La Poire|L'Orange|Le Citron

2008 HOLIDAY VODKA BUYERS GUIDE

31 GVORI VODKACountry PolandBase Ingredient Polish RyeTasting Notes Lush, silky textures with hints of vanilla and cream. Gvori is superbly satisfying on its own, serve chilled.

32 HAMPTONS VODKACountry USABase Ingredient 100% Yellow CornTasting Notes Quadruple filtered (4-column filtration). Clean, refreshing, and well-balanced; great served neat.NO SUGAR ADDED.Flavors: Banana|ChocoRaspberryCherryVanilla

33 HAN ASIAN VODKACountry KoreaBase Ingredient Barley and RiceTasting Notes The spirit is extremely delicate with a welterweight body and a hesitant, yet pleasing bouquet. Its initial attack is soft and plush, which then slowly ebbs in a wash of clean, crisp neutrality.

34 HANGAR ONE VODKA Country USABase Ingredient Wheat and Voignier Grapes Tasting Notes Sweetish, thick,and slightly oily on the tongue, with a plump, round taste to it. A wonderful, round mouthfeel to it; almost creamy in texture. A near perfect blend of wheat and grape distilates that form a wonderful balance of tastes from both.Flavors: Citron “Buddha’s Hand|Kaffir LaneMandarin Blossom

35 HENDRIX VODKACountry USABase Ingredient Corn and Rye Tasting Notes 100% grain vodka marries the finest selection of corn and rye from Idaho and Utah, with natural Rocky Mountain spring water. Distilled through four pristine stainless steel columns, Hendrix Electric Vodka is filtered through carbon and crystal, resulting in true vodka of unparalleled flavor and purity.

36 IMPERIAL COLLECTION VODKASUPER PREMIUM SOFT Country RussiaBase Ingredient Premium Selected GrainTasting Notes Noted for its incomparable soft taste; with a light hinge and a pleasant soft aroma of cedar nuts, which masks the spirit in taste, and sharpness in aroma in a most remarkable way.Super Premium|Super Premium Soft Super Premium Strong

37 IMPERIA RUSSIAN VODKACountry RussiaBase Ingredient WheatTasting Notes The palate entry shows bittersweet notes of vanilla extract, unsalted butter and grain mash; at midpalate the astringency of the graininess is pleasingly refreshing. The finish is more semisweet than bittersweet.

38 JAGUAR VODKACountry BarbadosBase Ingredient Sugar Cane MolassesTasting Notes The vodka is distilled from pure Caribbean sugar cane molasses, and the purest and cleanest coral and limestone filtered water. Distilled a minimum five times under low temperature. Crisp, clean tasting vodka.

39 JEAN MARC XO VODKACountry FranceBase Ingredient WheatTasting Notes Jean Marc vodka is produced from four varietals of French wheat and then distilled nine times in traditional French copper Cognac stills. An extraordinary vodka possessing a floral bouquet, complex & elegant wheat flavors, a silky texture and very long finish.

40 KAI VODKA Country VietnamBase Ingredient Yellow Blossom RiceTasting Notes Kai Vodka has a bright and complex aroma with hints of sweet spice, vanilla, and tropical fragrances. Kai's unique character preserves the natural essence of Yellow Blossom Rice.

2008 HOLIDAY VODKA BUYERS GUIDE

41 KAZUMOFF VODKACountry ArmeniaBase Ingredient WheatTasting Notes Smooth and very soft, finishing crisp and clean with tremendous balance. A fresh nose with subtly sweet overtones makes the perfect straight-up martini.

42 KETEL ONE VODKACountry HollandBase Ingredient WheatTasting Notes Pleasing bouquet with hints of charcoal and anise. Mildly spicy and slightly sweet flavor. Rich texture. Long citrusy finish.Flavors: Citroen

43 KISSUI VODKACountry JapanBase Ingredient RiceTasting Notes Kissui is made from the finest rice and purest spring water in Japan. Smooth and elegant, this well polished vodka pleases the palate from the first sip to the silky finish.

44 KROL VODKA Country PolandBase Ingredient RyeTasting Notes Krol is made from 100% Late Harvest Rye that is distilled four times using pure Polish Mountain spring water.Flavors: Lemon-Raspberry

45 LEVEL VODKACountry SwedenBase Ingredient WheatTasting Notes Crystal clear with a totally clean fragrance; refined aromas of sweet Meyer lemons. Rich intense flavors, elegant and smooth with a buttery, enticingly silky and layered textured on the palate.

46 LITHUANIAN VODKAORIGINALCountry LithuaniaBase Ingredient GrainTasting Notes Instantly recognized for its smooth, distinctive character and taste. It is best served cold alone or in a martini.Flavors: Blackcurrant|Cherry|Cranberry Raspberry|Bilberry|Pepper & HoneyAlso available: Gold

47 LOTUS VODKACountry USABase Ingredient GrainTasting Notes Silky with mellow vanilla and creamy texture; luscious and balanced with great texture and clean, cohesive flavors.Lotus White: GinsengLotus Blue: Guarana extract, Caffeine and Taurine

48 MATRIOSHKA LUX VODKACountry RussiaBase Ingredient WheatTasting Notes A soft, delicate entry leads to a silky dryish light-to medium-bodied palate with a mild taste. Very Clean.Flavors: Cranberry|Honey

49 McCORMICK VODKACountry USABase Ingredient American GrainTasting Notes Domestic vodka produced by McCormick Distilling Company which was started by Doc Holiday and is now the oldest distillery west of the Mississippi. Made fromAmerican grain and quadruple distilled. The 1.75 features a built-in handle for easy pouring.

50 ORANGE V VODKA Country USABase Ingredient American GrainTasting Notes Clean smooth vodka with intense Orange Flavors. Almost cordial in nature, this vodka is loaded with real natural Florida Oranges. Specifically you can taste Mandarin, Valencia and Tangerine in this exquisite blend. Great on the rocks or in your favorite cocktail.

2008 HOLIDAY VODKA BUYERS GUIDE

51 OVAL VODKACountry AustriaBase Ingredient WheatTasting Notes A stunningly great vodka, extremely smooth, with a warm spicy finish, preferably consumed neat and at room temperature.

52 PEARL VODKACountry CanadaBase Ingredient Soft Winter WheatTasting Notes Crystal clear and colorless. Very clean with neutral aromas, smooth and balanced with hints of citrus and spice on thepalate. The finish is very clean with a slight vanilla note.Flavors: Blueberry|Coconut|PlumPomegranate

53 PERFECT 1864 VODKACountry FranceBase Ingredient WheatTasting Notes Perfect 1864 is an ultra-premium vodka distilled in France, which uses a unique certification process for each batch, as it strives for perfection.

54 p.i.n.k. VODKA Country HollandBase Ingredient Dutch Winter Wheat Tasting Notes Plump grain body glides pastthe tongue- nipping at it with the alcohol edge and nice lingering finish. Slight sweetness and a bread/grain taste to the finish. Infused with caffeine and guarana.

55 PINKY VODKACountry SwedenBase Ingredient WheatTasting Notes Pale pink colour. Delicate rose petal, and violet scent with hint of jasmine. Soft delivery on the palate with lively feel and texture. Firm through the mouth with full aromatic of rose simply filling every crevice. Lift of alcohol reinforces the rose character. Lively, clean finish.

56 PINNACLE VODKACountry FranceBase Ingredient WheatTasting Notes A subtle sweetness balanced with a smooth, clean finish that can only come from the finest French wheat and the purist spring water.

57 PRAIRIE VODKACountry USABase Ingredient Organic #2 Yellow Corn Tasting Notes Hints of melon and pear on the nose, creamy on the palate, bright and smooth at the finish.

58 PRAVDA VODKACountry PolandBase Ingredient RyeTasting Notes Produced in the Carpathian Mountain District of southern Poland since 1743. Made with the purest spring water and local late harvest rye for a softer, mellower taste. Distilled 5 times for purity.

59 PRIMO VODKACountry ArgentinaBase Ingredient Malbec GrapesTasting Notes Varnishy nose; thick and creamy with dry, rich fruit flavors with some earthiness.

60 PURUSCountry ItalyBase Ingredient Organic Italian Wheat Tasting Notes Light body and citrus, velvety cereal sweetness.

2008 HOLIDAY VODKA BUYERS GUIDE

61 RESORT VODKACountry USABase Ingredient Select GrainsTasting Notes Distilled four times, very clean and smooth. This vodka was created for those who want to have a little fun or bring home a gift as a token of their trip or vacation. Each bottle is labeled for the town or resort that the product is sold in.

62 RUSKOVA VODKACountry RussiaBase Ingredient GrainTasting Notes Clear. Lightly spicy, cream, and mineral oil aromas. A supple, very smooth, and supple texture with delicate anise and cream flavors. Elegant, graceful, oily fade. Very smooth and classy. An exceptional vodka for the money!

63 RUSSIAN STANDARD VODKACountry RussiaBase Ingredient WheatTasting Notes Mellow, rounded and full of body, opening with light, creamy aniseed and supported by subtle sweetness and balancing dryness. Continues with underlying grain and mellow spice. Luscious, fresh aniseed with a creaminess and hint of pepper, lingering finish.

64 SAAGA 1763 VODKA Country EstoniaBase Ingredient Winter Rye & WheatTasting Notes Clear. Neutral aromas with hints of buttered rye toast, vanilla and talc. A very smooth and delicate entry leads to a silky light-to-medium body of very clean whipped cream, toast, and wet stone flavors with a hint of mossy herbs. Finishes in a long, sweet cream, mineral, white pepper, and pasty dough fade. Nice purity of subtle flavors.

65 SEAGRAM'S PLATINUM SELECT VODKACountry USABase Ingredient WheatTasting Notes First whiffs detect smoky notes of tobacco leaf, cigar ash and charcoal. As advertised, it’s smooth on the tongue at palate entry, then it turns a bit prickly and hot by midpalate, all the time featuring very toasty-smoky notes. Finish is ashy, charcoal-like and slightly oily.

66 SIKU GLACIER ICE VODKACountry Netherlands Base Ingredient Greenlandic Glacier Ice blended grain alcoholTasting Notes Clear and very clean with neutral aromas. Thick, firm, and structured on the palate with a hint of citrus; clean finish.

67 SKYY VODKACountry USABase Ingredient GrainTasting Notes The grain takes a backseat in the early sniffing stages as bittersweet bean- and kernel-like scents dominate; later whiffs merely confirm the intense bean/cocoa quality. Palate entry mirrors the bouquet to a tee; at midpalate, the kernel-like intensity turns smooth and viscous on the tongue. Ends bittersweet and oily.

68 SKYY 90 VODKA Country USABase Ingredient GrainTasting Notes Properly clear and impeccably pure. Entry has plenty of grainy,spirity giddy-up and adds a a note of sweetness; by the midpalate stage, the spirit warmth fades, leaving behind a subtle biscuity, wheat cracker finish.

69 SKYY INFUSIONS VODKA Country USABase Ingredient Grain & FruitTasting Notes A unique, all-natural infused experience made with premium SKYY Vodka and succulent real fruit. Flavors: Citrus|Cherry|Passion FruitRaspberry|Grape

70 SMIRNOFF VODKA Country USABase Ingredient GrainTasting Notes Clear. Creamy powdered sugar and talc aromas. Supple and delicate on the palate with a lightly glycerous texture and dusty minerality with hints of sweet anise and citrus. Finishes soft and clean.Flavors: Blueberry|Green Apple|Citrus|Watermelon|Raspberry|Vanilla|LimeOrange|Black Cherry|Strawberry|Cranberry

2008 HOLIDAY VODKA BUYERS GUIDE

71 SNOW QUEEN VODKACountry KazakhstanBase Ingredient WheatTasting Notes Full, well-controlled palate offering a good balance of texture and softness, and a gentle sweetness.

72 SOBIESKI VODKACountry PolandBase Ingredient Dankowski RyeTasting Notes Balanced, delicate and elegant, it has a nose of slightly acidic fruitiness. On the palate, it is well structured. The fruit is still present, but so are the spicy and slightly acid notes from the rye.

73 SONNEMA VodkaHERBCountry HollandBase Ingredient Corn, Rye and Wheat Tasting Notes Aromatic hint of rosemary, thyme, juniper, licorice and wormwood, Sonnema vodkaHERB gives cocktails a layer of smooth herbaciousness and complexity – and is delicious alone.

74 SQUARE ONE VODKA Country USABase Ingredient Organic American RyeTasting Notes Clean taste and texture –luscious in a straight vodka martini and an exquisite partner in more complex culinary-style cocktails.

75 STILETTO VODKACountry KyrgyzstanBase Ingredient WheatTasting Notes Made from the finest Russian wheat and pure artesian spring water, Stiletto is seductively smooth. Flavors: Chocolate|Vanilla|Mint

76 STOLI VODKACountry Russia Base Ingredient Winter Wheat Tasting Notes A clean white spirit with pure, neutral, flavours and an enduring crispness on the palate reminiscent of a Siberian glacier.Flavors: Blakberi|Blueberi|Citros|Cranberi Ohranj|Peachik|Razberi|Strasberi|Vanil

77 STOLI ELIT VODKACountry RussiaBase Ingredient Winter Wheat Tasting Notes Light, clean, fresh and engaging. On the palate smooth, mellow, silky and velvety - rich and harmonious, with rounded vodka notes.

78 STOCKHOLM KRYSTAL VODKACountry SwedenBase Ingredient WheatTasting Notes Distinctive for its mineral-citrus nose, which douses the palate with weight and a demure aftertaste. The finish is a gratifying balance of aromas and flavor.

79 SV (SOYUZ-VICTAN) VODKA Country RussiaBase Ingredient GrainTasting Notes Cream, vanilla, and star anise aromas. A round supple entry lead to a dryish, silky medium body of sweet cream, mineral, vanilla, and delicate peppery spice flavors. Finishes with a long, sweet cream and mineral fade. Excellent balance, smoothness and length.

80 SVEDKA VODKACountry SwedenBase Ingredient WheatTasting Notes Clear. Medium-bodied. Custard and vanilla flavors. Unusual aromas are attractive and show a measure of complexity.Flavors: Clementine|Raspberry|Vanilla

2008 HOLIDAY VODKA BUYERS GUIDE

81 TITO’S HANDMADE VODKACountry USABase Ingredient CornTasting Notes Light, clean bouquet, a medium body, a marvelously crisp flavor and an impressively long finish.

82 TENURE VODKACountry PolandBase Ingredient Polish Wheat Tasting Notes Seven distillations for extreme clarification...this vodka has a crisp yet smooth finish...the ideal, classic vodka for connoisseurs.

83 THREE OLIVES VODKACountry EnglandBase Ingredient GrainTasting Notes Shows gin like aromas of juniper and light citrus moderately rich texture very clean rush of zesty citrus notes.Flavors: Passionfruit|Mango|PomegranateCherry|Berry|Grape|WatermelonChocolate|Orange|Vanilla|Green AppleRaspberry|Citrus|Triple Shot EspressoRoot Beer|Tomato

84 TOUCH VODKA Country USABase Ingredient GrainTasting Notes Touch Vodka Original is infused with fermented wild honey from the Florida Everglades giving this award winning vodka a full bodied taste. Flavors: Valencia Orange|Key Lime

85 TRU ORGANIC VODKACountry USABase Ingredient Organic WheatTasting Notes Clean, smooth and well-rounded with a neutral finish. Flavors: Lemon|Vanilla

86 TRUMP VODKACountry HollandBase Ingredient WheatTasting Notes Clear appearance; superb clarity. Dry earthy scents of grain and paraffin. The bouquet offers tantalizing nuances of leather and jasmine.Flavors: Orange|Citron|Grape| Raspberry

87 ULTIMAT VODKACountry Poland Base Ingredient Wheat, Rye and PotatoTasting Notes Masterly crafted from three distinct blends, Ultimat Vodka is an epitome of pureness accented by clean and refined taste that captures the essence of sophistication and style.

88 U'LUVKA VODKACountry PolandBase Ingredient Rye, Wheat and BarleyTasting Notes It is fresh, clean and elegant on the nose. Creamy and lightly buttery in character, with impressive sweet, savoury and spicy flavours, aniseed freshness and a long vibrant grain finish.

89 UV VODKACountry USABase Ingredient CornTasting Notes A light vodka that shows a distinct citrus note. A little thin of body but incredibly easy to sip.Flavors: Apple|Blue|Cherry|Citruv|Grape Lemonade|Orange|Vanilla

90 UVIX ITALIAN VODKA Country ItalyBase Ingredient Italian GrapesTasting Notes Light floral aromas and flavors with hints of orange, tangerine and grape must that cost the palate and linger through the finish.

2008 HOLIDAY VODKA BUYERS GUIDE

91 V2 VODKACountry HollandBase Ingredient Long Grain WheatTasting Notes Clasic vodka smell with mineral and floral notes. V2 is smooth but still carries a pleasant bite that reminds you that you're drinking vodka. Caffeine and Taurine infused.Flavors: Mint

92 VAN GOGH VODKACountry HollandBase Ingredient Wheat, Corn & BarleyTasting Notes Very clean and pure with a beautifully fragrant nose. A classic neutral vodka with a pleasing oily texture. Flavors: Espresso|Double EspressoAcai-Blueberry|Chocolate|PineapplePomegranate|Appel|Banana|VanillaRaspberry|Oranje|Citroen|CoconutMelon|Mango|Black Cherry|Mojito Mint

93 VERMONT WHITE VODKACountry USABase Ingredient Pure Milk SugarTasting Notes Crystal clear, smooth and with a delicate nose, this vodka is excellent straight and chilled.

94 VOX VODKA Country NetherlandsBase Ingredient WheatTasting Notes Muted nose of light hay, charcoal/ash, and licorice. Soft, smooth palate. Medium-bodied, yet with weight. Very clean and elegant, showing a refined profile. Somewhat guarded as deeper, smoky, earthy elements come forth. A very seductivestyle.Flavors: Green Apple| Raspberry

95 XELLENT SWISS VODKACountry SwitzerlandBase Ingredient Swiss RyeTasting Notes The initial whiffs find herbalaromas with faint hints of jasmine and moss: additional scents of tea leaves, minerals and wet stone appear in the later passes. The palate entry is semisweet and biscuity; midpalate is nutty, concentrated and remarkably mineral-like.

96 X-RATED VODKACountry FranceBase Ingredient Wheat & Roseberry GrainTasting Notes The spirit has a silky smooth texture, which causes a band of warmth to trend down from mouth to stomach. There is a slight hint of vanilla to the flavor. 100% organic and GE free.

97 YES! VODKACountry HollandBase Ingredient WheatTasting Notes Smooth vanilla nose; fresh dry and silky, with spice and a long, elegant finish; from the Netherlands.

98 ZODIAC VODKACountry PolandBase Ingredient PotatoTasting Notes Hand-crafted and distilled in Idaho. Zodiac is ultra smooth with hints of vanilla.

Zodiac produces twelve unique bottle designs, one for each sign and each with its own horoscope

99 ZUBROWKA VODKACountry PolandBase Ingredient RyeTasting Notes An amazing tasting vodka, with a grassy, herby palate with lovely hints of citrus, vanilla, and lavender. These tastes are all tempered with subtle chocolate & vanilla flavors.

100 ZYR VODKA Country RussiaBase Ingredient Winter Wheat & Rye Tasting Notes The entry is superiorly smooth and leads to a very clean, fresh palate in which the grain background is continued. It finishes short and clean with a ever-so-slight sweetness.

2008 HOLIDAY VODKA BUYERS GUIDE