Issue link: http://digital.copcomm.com/i/148134
Clarity in a Bottle KRÜ VODKA MAKeS A SPlASh with GlASS by Jonathan Cristaldi PHOTO: TERESA LEE W hen KRÜ launched three years ago with a breakthrough packaging concept—reusable stainless steel containers ranging from 1.75 liters to 200 milliliters, the kind that environmentally-conscious consumers carry their water in—the vodka community was impressed. After two highly successful years appealing to fans, retailers and bartenders alike, KRÜ is turning a corner, a new transparent corner one might say, and introducing its latest face: KRÜ Glass—a tall, elegant, bartender-friendly bottle that stands out amidst a crowded shelf. "In 2011, we had one of the strongest launches for a first-year vodka. In 2012, we followed our first year momentum with a 25% sales increase," says Jon Holecz, VP of Marketing for Western Spirits. august 2013 / the tasting panel / 57 TP0813_034-65.indd 57 7/24/13 9:48 PM