Issue link: http://digital.copcomm.com/i/29638
Low-Cal Category Leader W ith Skinnygirl’s success on the rise, Palm Bay is looking to build a new calorie-con- scious category into the spirits industry, a move that seems like a natural progression to Voli Vodka CEO Adam Kamenstein, who has also joined Palm Bay’s pioneering effort. “If you go to the grocery store, you’ll see that every food and beverage category has a lighter or low-calorie component—then you turn the corner to the spirits section and you see there’s no such choice for the consumers,” says Kamenstein of the pre-Voli and -Skinnygirl days. Since early 2010, Voli has been working to bring that low-cal option to consumers with a lineup of unique fusion-flavor vodkas, including Espresso Vanilla, Raspberry Cocoa and Orange Vanilla, all of which weigh in with 25–40 percent fewer calories than traditional vodkas on the market. As a ready-to-drink product, Skinnygirl takes the guesswork out of calorie-counting for consumers, and Kamenstein hopes to do the same with Voli, thanks to the rich smoothness of the fusion flavors that can be enjoyed without the addition of high- calorie mixers. “We wanted to develop flavors that are delicious enough to just drink on the rocks, or with a splash of soda or tonic,” explains Kamenstein. “It made no sense to offer a low-calorie product that was undermined in its use through mixers.” With Palm Bay’s support, Kamenstein and Frankel have been bringing the low-cal revolution to fitness- conscious consumers who don’t want to undermine an entire week’s worth of weight-watching with a Friday night cocktail, and sales of both brands have reflected that Palm Bay is answering a long-awaited consumer call. “With the help of Palm Bay, we look at ourselves as pioneering a new category: the low-cal spirit,” says Kamenstein. “It’s exciting; we’re forever chang- ing the spirits industry, and we’re legitimizing the calorie-conscious spirit category.” Voli’s fusion-flavor vodkas have 25–40 percent fewer calories than traditional vodkas. We’re forever changing the spirits industry.” april 201 1 / the tasting panel / 51 PHOTO: MARIA SHRIBER