Issue link: http://digital.copcomm.com/i/26650
COVER STORY This along with grassroots sponsor- ships and product seeding combined to create instant product recognition and consumer demand. When Costanzo saw KRÜ 82, its tall, shimmering stainless steel container boasting a thick black strap and slender carabiner reminded him of the pricey water bottles found in sports retail. KRÜ 82’s stylish, outdoorsy looks appealed to him right away. And the taste hooked him as well. Costanzo took in the Holland-distilled, wheat- based 82-proof vodka and enjoyed the clean, fresh taste. “When I tasted it, I was surprised at how smooth it was,” comments the retailer. Despite his surprise, he didn’t expect to move the product in December, which he says is not a good time to introduce a new product. But he held a tasting and gave KRÜ 82 front-of- store placement. His customers were The re-usable nature of KRÜ 82’s con- tainer adds extra value to the brand. A similar bottle alone—sans liquid—can sell for as much as $16. intrigued with the packaging. “The packaging drew them in, and then the quality reinforced it. Usually, when we hold a tasting, about 30 percent of the customers taste. With KRÜ, about 80 percent tasted it and liked it,” Costanzo says. The connec- tion to out- door sports makes KRÜ 82’s prod- uct seeding a guerrilla marketer’s dream. 50 / the tasting panel / march 201 1 Tom Colby, Liquor Buyer for Colorado’s Boulder Liquormart. PHOTO: FRED MINNICK PHOTO: KEVIN MOLONEY