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1 12 / the tasting panel / april 2014 BRAND STRATEGIES Craft Pioneer PURITY VODKA IS MAKING ITS NAME ON-PREMISE; NEXT STEP, WIDER DISTRIBUTION FOR UPSCALE RETAILERS P urity Vodka has pioneered the way for craft vodka on-premise, convincing restaurateurs and bartenders that it is a pedigreed spirit, passionately handmade by Master Blender Thomas Kuuttanen. Produced exclusively from local organic winter wheat and malted barley, the 34-time- distilled, multi-award-winning Swedish vodka has emerged strongly into the craft realm. Gaining increasing industry respect, Purity Vodka is ready for the next phase of its growth. We recently met with Purity Vodka President and CEO Andy Glaser to get the scoop. "We're now starting the foray into boutique chains," Glaser says. "The brand has reached a stage in development to move to the next level of distribution opportunities." Before Glaser arrived on the scene at Taste on Melrose, an upscale West Hollywood neighborhood eatery and bar, to meet with us, restaurant Manager Brittany Ward, confessed that Purity is not just Taste's go-to vodka but its go-to spirit. "Even when it's not asked for, Purity is an instant upsell for us," she told THE TASTING PANEL. "It's got an amazing palate, we respect its 100-point score and accolades—and it's gluten-free, a big plus in this town," she says, referring to health-conscious Angelenos. "We're a small, selective bar and I am not shy to switch anyone from another brand to try it. I'll say, 'Hey, if you don't like it, I'll buy it'—and I've never had to pay for anyone's drink yet," she smiles. That type of grassroots support has helped Purity's natural move to boutique spirits retailers who understand the nature of the craft movement and educate their staff on the art of the hand-sell. "In a saturated and fragmenting category, the major vodka brands are struggling to connect to the craft trend, but we can support retailer craft programs as a trade-up alternative for the more artisanal consumer," asserts Glaser. "Purity, unlike many other vodka brands, has an authentic story to tell, and the buyers who recognize this want to help their customers discover a better taste experience." "Our story encompasses the values of craft: quality, unique taste profile, hand crafted in small batches and, of course, the passionate pioneer in Thomas who insists on only the best," concludes Glaser. "Appreciating quality and taste is new to many people in vodka: Those retailers who help their customers trust in their senses and choose the taste they really prefer will see Purity as a big step up from other vodkas out there." —Meridith May Pure Bliss is the name of this signature cocktail made at Taste West Hollywood. It combines muddled kiwi and basil with ginger liqueur and agave nectar. Andy Glaser, President & CEO of Purity Vodka, has positioned this craft spirit for the next level of distribution and recognition. PHOTO: LEIGH CASTELLI PHOTO COURTESY OF PURITY VODKA Follow this story to a future issue of THE TASTING PANEL to see Purity Vodka's growth at retail. 2014 NINTH ANNUAL MAY 31 & JUNE 1 Tickets $85 at the door | Early-bird and VIP tickets available online now For tickets, sponsorships, and exhibitor information visit LAWineFest.com Join us for the 9th Annual LAWineFest Explore the world of wine in a fun, relaxed setting 500+ WINES, SPIRITS & BEERS Sat., May 31 2pm - 6pm • Sun., June 1 12pm - 5pm at the Historic Raleigh Studios 5300 Melrose Avenue, Hollywood SeminarS and PairingS • LifeStyLe exhibitorS beer garden • gourmet food truckS ViP garden • LiVe muSic • much more! Sponsors & Partners Benefitting: Cooking demos by Michelin-starred Chef Tony Esnault from Church & State, and others! 2014 Full Page Tasting-panel.indd 1 3/18/14 1:04 PM TP0414_102-132.indd 112 3/21/14 2:53 PM