Issue link: http://digital.copcomm.com/i/1249
june 2009 / the tasting panel / 65 Sobieski Vodka TalenT: truth in a bottle "S obieski is regarded as the most premium vodka in Poland," begins Jim Lloyd, Vice President of Sales for Imperial Brands. "That's not something we take lightly, because in Poland, vodka is serious business." Of course, vodka is no laughing matter here in the United States, but for this ultra-premium brand, America's love affair is just beginning. Crafted from 100% Dankowski rye from Poland's Mazowse fields, Sobieski brings a subtly sweet smoothness to American consumers, who, according to Lloyd, have been trained to measure the quality of a vodka based on fac- tors like packaging, celebrity endorsements and exorbitant pricing rather than taste and flavor alone. "When you buy Sobieski, you're not paying for the bling," says Lloyd, referring to the intricate packaging that drives up the price point in many premium and ultra-premium vodkas. "That's where our Truth in Vodka campaign comes in. We're setting out to prove that it's what's in the bottle that matters most. Thankfully for us, Sobieski is good enough to stand on its own, without all the bells and whistles." In addition to the quality of the vodka, Sobieski's exploding popularity in the U.S. can also be attributed to a growing consumer base that recognizes a good deal when they see (or in this case, taste) it. "We're seeing incredible word of mouth," explains Lloyd. "People are realizing that they're getting a tremendous vodka at a mainstream price—and they're telling their friends. The economy is tough right now, but when you have an extreme value, people recognize that." Recession-friendly pricing and an ultra-premium, frill-free flavor have combined to make Sobieski a brand to watch; launched in 2007, Sobieski is already trending towards topping the 600,000-case mark by the end of the year. The brand's diverse demographic has also helped deliver the essence of Poland to the United States, where Sobieski flourishes at college bars and Michelin-starred restaurants alike. "We're unique," admits Lloyd. "And we've got our feet firmly planted in both worlds." IMPERIAL BRANDS Kai Vodka TalenT: exotic appeal I n a market inundated with vodkas, it's not easy to stand out from the pack, but Kai vodka manages to stake a claim by channeling the spirit and flavors of Asia. Distilled in Viet- nam from a rare yellow-blossom rice, Kai is derived from a 600-year-old recipe, which, according to legend, was origi- nally crafted by a woman looking for a brew that would entice her lover. Today, Kai is seducing a whole new audience, thanks to exot- ic flavors and packaging that are appealing to young consum- ers. "Kai brings something different, something unique and something quality," explains Maurice Chevalier, Sr. Account Manager at Transworld Alliance. "It's an exotic vodka that con- sumers don't see every day, and an event like this is perfect to get people used to the idea of buying something new." KAI VODKA