Multiculture Marketing

December 06, 2007 18:12 ET

Correction: What makes premium vodka, truly premium?

It's not just the fancy bottle

CORRECTION from Source - correct copy follows: Original ReleaseID 200711280005 In a previous press release issued by Multiculture Marketing at Nov 29 2007 9:00AM, errors occurred. In the fourth paragraph a quote from Jean Marc Daucourt was sourced from an article entitled "Super Premium Vodka: I can See Clearly Now" published in Business Week, December 17, 2004. Jean Marc was misquoted in the Business Week article and has provided the following direct quote to replace the one from Business Week. The fourth paragraph should read: Many of the so-called premium vodka brands are considered premium just because of their price tag. Their expensive packaging makes buying their brand pricier. In a recent conversation with Jean Marc Daucourt, whose family is the creator of the premium vodka, Jean Marc, he said “For many well known, upscale vodkas, it is very much about the marketing, bottle and image.” Attention: Business/Financial Editor, Food/Beverage Editor, Lifestyle Editor TORONTO, ONTARIO, MEDIA RELEASE--(Marketwire - Dec. 6, 2007) - With so many brands of vodka being sold today, there are several determining factors that make a premium brand.

Typically, vodka is a colourless liquor consisting of water and alcohol. So pure and water-like is this liquor that Slavics called it "voda," which is the Slavic word for "water." One would think with such basic ingredients, taste and quality would vary little. Not so according to wine and spirits experts.

"In fact, all vodkas are not alike. Vodka can be distilled in a good many ways, from a great many substances, including wheat, rye, beets, corn, potatoes, and sugar cane," says Alex Abramovich of Slate Magazine. "As a result, each brand has a distinct smell, flavor, aftertaste, and burn (i.e., the burning sensation vodka creates as it goes down your gullet)."

Many of the so-called premium vodka brands are considered premium just because of their price tag. Their expensive packaging makes buying their brand pricier. During an interview with David Kiley of BusinessWeek, Jean Marc Daucourt, whose family are the creators of the premium vodka, Jean Marc, said "…in a moment of honesty…It is very much about the bottle and the image."

Truly, premium vodka should not be measured by its cost or by the income of its consumers, nor by slick marketing campaigns and sexy bottle designs, but by its taste and texture.

Whether you're just the average person looking to have a shot of vodka or a CEO of a major corporation, tasting Slava Ultra Premium most always provokes a similar but surprising response. "Delicious, simply delicious." And after receiving a bottle of Slava Ultra Premium as a house warming gift, another said, "Oh I've tried that, it's yummy."

"Slava is premium quality and taste, without the premium price and makes the perfect martini," says John Vellinga, president of Multiculture Marketing, which owns the Slava brand. "With its superb flavour and natural sweetness, you don't have to add anything - just drop in an olive or a twist and you're done."

Those who have tried Slava Ultra Premium Vodka describe the taste as clean and exceptionally smooth. The reason - it's four times distilled and 12 times filtered and only the finest ingredients are used. And rather than an expensive bottle with fancy etchings or design, Slava chose a less expensive but practical triangular shape; one that doesn't roll around in the freezer.

So are brands such as Grey Goose, Belvedere, Slava, Vox, Wyborowa and Stoli elit truly premium vodkas? Why not let the quality of their taste and texture be the deciding factor. IN: FOOD, RETAIL, SOCIAL

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