watching VODKA’s top trends By Jeffery Lindenmuth ith myriad brands collectively representing over 30% of the U.S. spirits market by volume in 2010, vodkas have struggled to differentiate themselves over the last decade. Much of the one-upmanship regarding infusions, number of distillations and fancy filtrations has, thankfully, faded away. Americans realize quality vodka can be distilled Wfrom virgin potatoes like Sweden’s Karlsson’s Gold, infused with bison grass like ZU from Poland or, as with Double Cross’ approach, seven times-distilled and seven times-filtered in Slovakia’s Tatra Mountains. It may be filtered through diamonds, in the manner of Diamond Standard Vodka, or undergo activated carbon and ceramic candle processes like Poland’s Vesica potato vodka. Or, it could result in 34 distillations with no filtration at all, the technique Swedish import Purity favors. What remains are some topics that have transcended trendiness, to become enduring parts of the sprawling vodka landscape. While flavor, process and quality will always count among connoisseurs, these are some of the other movements that matter. >>> The Purity Martini get the very best liquid and bottle it with vice chairman of Sidney Frank Import- GREEN GOES MAINSTREAM spring water. Distilling one time takes ing Company, Inc. says, “In setting out When Whole Foods Market appeared in a lot more effort and care to achieve. It to create the world’s smoothest vodka, we 1980, it was one of a half dozen natural costs more as only the best organic ingre- discovered that the best product we could food markets in America and organic was dients will do,” explains Wijk. In keep- develop actually qualifies us as an organic outside the mainstream, but the natural ing with its sustainable mantra, the heads spirit.” That product is American Harvest and eco-friendly attitude has now permeat- and tails of the distillation, not suitable Organic Spirit, described as organic vodka ed our lives, including wine and spirits. Be- for bottling as Kanon, are donated for & organic flavor. The product is innova- cause vodka is relatively quick to produce biogas production. tive not only in its environmental initia- compared to aged spirits, it has been at the Organic brands that wish to succeed tive, but by living on the ambiguous fringe forefront of organic spirit production. for the long-term need to rely on more of vodka, with a toe in the category while Crop Organic Vodka was introduced than just organic certification, according also existing as a category unto itself. about three years ago, making it a veteran to Magliocco. “That is part of who we are, “Consumers today are looking for of sorts among organic spirits. Accord- but we also focus on making the best pos- more in the brands they consume than ing to Joseph J. Magliocco, president of sible product,” he says. And, as the cat- ever before. While they are value-driven, Chatham Imports, Inc., consumers under- egory matures and more organic vodkas they are looking for brands that connect stand that there is real value to the organ- enter the market, there is the question with them on an emotional basis that ic brand. “In order to be USDA certified of whether the organic certified label be- resonate with their values. They seek organic, you not only need 95% of the in- comes devalued. “I think it runs the risk of out brands that benefit the greater good, gredients to be organic, but also other re- being commoditized for sure,” says Wijk. whether that be from a local community strictions, like the exclusion of genetically “But it will take a while. It is very hard standpoint, reduction of environmental modified crops. We source grain from four for the ‘big boys’ to follow. Not many will impact or greater economic good. We be- farms in Minnesota and people appreciate make the effort and accept the cost to the lieve that organic has a very compelling that we are keeping pesticides out of those bottom line that it takes to back into sus- sales proposition and is not only better fields,” says Magliocco. While the 95% tainable and organic production. It’s ex- for the consumer, but also the environ- restriction leaves plenty of room for non- pensive to start with, so imagine what it ment,” says Frank. organic flavoring, Magliocco chose to use would do to the bottom line for a million- Moon Mountain Vodka is the cre- pricier organic essences of cucumber and plus case brand?” ation of master distiller Gerry Webb, who tomato for Crop’s first flavor extensions Of course when companies like Wal- brings vodka distilling experience from that truly reflect farm flavors. Mart became engaged in organic produce, other Diageo vodka brands—Smirnoff According to Peter Wijk, president it made the products more affordable and and Cîroc. Inspired by the organically of Kanon USA, Inc., organic is a neces- more available for all, so it seems it is just grown Moon Mountain Vineyard in sary part of distilling Kanon Vodka in a matter of time until we see a million- Sonoma County, Webb sources locally Sweden. “We distill one time and only case organic brand. With a reputation grown organic corn and distills in a tra- use the heart of the distillate. This is to for building such brands, John Frank, ditional copper pot. Despite the artisanal VODKA GOES GREEN | a selection of natural, eco-friendly and organic vodkas promotion of the product and a bottle that hints of its winemaking inspiration, Diageo brings to market a USDA certified Eco-friendly appeal continues to permeate organic vodka with an SRP of $19.99. Dean Phillips, president and CEO of the Phillips Distilling Company, all aspects our culture. It’s also proving a producers of Prairie Organic vodka, welcomes more brands to the organic solid niche for vodka producers interested movement. “My hope is that a heav- ily marketed organic brand will open in broader flavor profiles. new channels for organic certified products,” says Phillips. “When we in- troduced Prairie we thought an organic statement was the only attribute we the glass altogether, packaging its vodka needed to succeed. We’ve come to re- in stainless steel canisters that can be re- THE FLAVOR DIVIDE alize that organic is a terrific attribute, used for water or other liquids, appealing Flavors remain important line extensions but it can’t ever be the only one.” to active lifestyle consumers. Ultimat, for iconic brands. Consider Smirnoff and Other vodka brands have found ways meanwhile, the vodka from the Patrón Stolichnaya, which popularized citrus, blue- to appear more environmentally and so- Spirits Company’s portfolio, encourages berry and vanilla. Or SKYY, which shook up cially conscious without necessarily go- consumers to reuse and repurpose the the scene with its Infusions vodkas in vari- ing to the effort of organic certification. bottle. With one peel of the label, the eties such as dragon fruit and blood orange. For instance, McCormick Distilling’s beautiful cobalt blue decanter easily con- Smaller brands are carving out in- eco-friendly 360 touts its 80% recycled verts into a vase or other container. And teresting flavor categories of their own, glass bottle and green distillery features Crystal Head, Dan Aykroyd’s quadruple- like in the case of fig-flavored Figenza. like CO2 reclamation. For every swing- distilled vodka triple-filtered through “Today’s flavored vodka category can re- top bottle closure returned via a prepaid Herkimer diamond crystals, is packaged ally be broken down into three distinct envelope McCormick gives $1 to envi- in a stunning skull-shaped bottle that sub-parts: original flavors, fun flavors and ronmental causes. Krü 82 does away with has become a coveted collectible. sophisticated flavors. While each of these VODKA CAMPAIGNS How do quality vodka brands stand Goose Original, La Poire, L’Orange and out from the others? With a targeted Le Citron. “Reunion” is intended to drive consumers to Grey Goose’s “Celebrate Grey Goose’s new “Reunion” TV spot campaign, of course. Here’s how Grey the Best of Summer” hub on Facebook, debuted in May Goose and Ketel One are capitalizing where fans will have access to cocktail upon the power of TV to connect with recipes, home entertaining tips and info on Grey Goose Summer Soiree events. consumers. >>> Ketel One: Grey Goose: Dutch super-premium vodka, Ketel One, Grey Goose wants fans of its vodka to has just unveiled its new “Gentlemen, have an enjoyable summer, hanging This is Vodka.” campaign, delineating a out with friends. Enter “Reunion,” the group of male friends enjoying Ketel One 30-second national ad that encourages in various inspiring, responsible drinking living life to the fullest. Beginning with a occasions. The three engaging spots, di- toast to “It’s been too long,” the com- rected by The Fighter’s David O. Russell, mercial emphasizes the importance of are amplified by the track “Money for the getting together and reconnecting with Weekend” from Brooklyn, NY-based band Alberta Cross, the band, appears in Ketel One’s the people who matter most over Grey Alberta Cross. new TV spots sub-parts offers something important to both the end-consumer and to the trade, as a brand builder it is important to recognize and appreciate which of these categories your brand falls within,” says Jared Resnick, Figenza Vodka national brand director. A single flavor is a bet on both the popularity of that flavor and the qual- ity of the product, and Resnick believes Karlsson’s Swedish Purity that the popularity of figs in cooking and Open Swedish the partnership with the renowned Behn Rose Family of Eckernförde, Germany, have given this singular vodka, in a captivating purple bottle, a winning recipe.