Issue link: http://digital.copcomm.com/i/148134
vodkas are clear," explains Christopher. "But if you're using real fruit, real juice, real oils from the rind, it's not clear. So that's why we say it's an infusion. It's really bright and fresh-tasting and it features a clean finish. It's expensive to make, but you taste the quality. I think that bartenders know this as well. Our market managers have told us that Ruby Red is quickly becoming the bartenders' preferred shot—not just for consumers, but for themselves. That's great to hear." Despite its recent growth spurts, Deep Eddy is still a relatively small operation, producing 2,000-gallon batches at a time. Auler, who is the Master Distiller, prefers column distillation to the pot still process because it allows him to distill at a precise temperature. And that temperature, he believes, is as important as—if not more important than—the number of times the product is distilled (ten times for the 70-proof Red Ruby) in order to better isolate the heart of the distillate. Where They Are and Where They're Going Deep Eddy is currently available in 27 states with Texas accounting for about 50 percent of sales. The company has generated nearly 100 percent growth within the state this year, and expects nearly the same kind of numbers next year. Christopher says that while the other states are going to be putting up really good sales figures as well, the growth and popularity in Texas is, for obvious reasons, always key. "Texans are loyal, and we need to furnish them with plenty of choices," he says. "There has been a ton of innovation with flavored vodkas, and we definitely look at those [nationwide] industry trends. We're going to continue to innovate and we'll probably launch a new flavor next year. It takes us a long time to develop these flavors because we insist on doing it really well so that it has staying power. For this new flavor [which is still a secret for now] we want to make sure that that fruit is sustainable. We want to be a good stewards of the earth." That type of corporate responsibility is also an important component to Deep Eddy, and fairly typical of Austin-based companies in general. Whole Foods, Sweet Leaf Tea, Collings Guitars—the city incubates a lot of innovation along with cultural responsibility. It's the Austin way and it's certainly an image worth cultivating. "You have to have a high-quality product," Christopher says, "but almost as important is fostering a brand that people can fall in love with." PHOTO: KIRK WEDDLE Lone Star Loyalty What do your clients think of Deep Eddy Ruby Red? "People love it!" Jeremy Smith, owner/operator of The Dogwood in Houston can barely contain himself. "There are a lot of people, including myself, who aren't fans of grapefruit in general, but love this because it's so refreshing and delicious. " The original Dogwood in Austin, located just a hop, skip and a jump away from the Deep Eddy distillery, loves the opportunity to serve a Texan brand. "We are big on customer service and really want to make our clients as comfortable as possible, so serving a local brand to ever-proud Texans is ideal, explains Smith. "It's " not just state loyalty though. They are great people who make great vodka. I drink it myself. " So what was the inspiration for the St. Ruby? "Customers were intrigued after seeing Deep Eddy Ruby Red on our back bar and ◗ 1½ oz. Deep Eddy Ruby Red Vodka wanted a way to try ◗ ½ oz. St-Germain it, explains Smith. " ◗ 2 squeezes fresh lemon juice "Plus, in the oppres◗ Splash of cranberry sive Texas heat, this ◗ Lemonade to fill refreshing lemonade cocktail is perfect. " ◗ Serve in a Mason jar. St. Ruby Jeremy Smith of The Dogwood in Houston. august 2013 / the tasting panel / 65 TP0813_034-65.indd 65 7/24/13 9:48 PM