Issue link: http://digital.copcomm.com/i/326040
june 2014 / the tasting panel / 65 COVER STORY A Wealth of Opportunities H ow do you make a spirit that's "as good as money" even better? By expanding your port- folio with unique siblings that bring in new fans, but share the same premium DNA. However, the supplier behind the Twenty Grand phenomenon, turns that simple strategy on its head with the launch of Twenty Grand Straight Vodka. While it is a common practice for suppliers to build on something simple like vodka with a range of flavors and other aged distillates, the notion of a distinctive brand like Twenty Grand—which origi- nally made a splash with its debut 80- and 100-proof vodka-cognacs, followed by its Twenty Grand Rosé spirit—releasing something seemingly as simple as vodka may raise a few eyebrows. "When we discussed the idea of the Twenty Grand Straight Vodka launch with our partner network, there was a lot of excitement, which is attributable to the success of the current brand portfolio," says Carlos Carreras, Vice President of Sales for Twenty Grand. "Our partners have benefited greatly from the successful launch. The Twenty Grand brand offers large volume and profit for all of our partners, and with the Twenty Grand brand name gaining more recognition each day, this is going to help us with the launch of Twenty Grand Vodka," he continues. The Vodka's Chance to Shine What makes Twenty Grand Vodka a not-so-basic vodka begins with soft French winter wheat grains. Its distillation incorporates demineralized water and a rigorous filtration process that results in a vodka that is extremely neutral and pure—making an entire product line stand out. by Elyse Glickman TWENTY GRAND BANKS ON THE VALUE OF VODKA PHOTO: STAN KAADY Carlos Carreras, Vice President of Sales for Twenty Grand, says that Twenty Grand Straight Vodka is poised for suc- cess in the retail space. TP0614_034-71.indd 65 5/23/14 9:24 PM