Issue link: http://digital.copcomm.com/i/326040
june 2014 / the tasting panel / 67 consumers to the new extensions and pull them into the brand family. From a marketing standpoint, throughout the brand family, we intend to make sure this brand continues to live in the super premium category and build on the lifestyle image that's been cultivated." Adds Carreras, "While we did have a lot of success with Twenty Grand in the on-premsie, we still have to overcome bar manager and mixologist pushback with the innovative nature of Twenty Grand. The pushback has been due to the perception of limited mixability opportunities with our infusions of cognac/vodka and rosè/vodka. With the addition of Twenty Grand Vodka, those pushbacks will be minimal and acceptance should not be an issue." A Bright Future While education about the makeup and use of the Twenty Grand spirits is still key in gaining a greater market share, the launch of a not-so-basic vodka that could be the foundation for a greater variety of cocktails makes perfect sense, especially on-premise, where the entire family of products can be displayed together and customers have the option of ordering the product that fits their taste straight, on the rocks or in a cocktail. "The growth of the Twenty Grand portfolio in the off-premise is what fueled the success over the past year," observes Carreras. "Retail confidence on Twenty Grand is at an all-time high. With the acceptance of the current portfolio and launching of Twenty Grand, we are poised to gain widespread shelf placements and floor placements. Furthermore, it has been amazing to see distributors, retailers and consumers attach themselves to the aspirational lifestyle effect that the brand portrays. With releasing Twenty Grand Vodka, we are now entering the most popular spirits category in the market, Vodka, and we are on course to take it to the next level." Holecz believes that the beauty of Twenty Grand's portfolio in its entirety represents the best of many worlds for the trade and consumer sides. "The fact that there's something for everybody excites us," he says. "This innovative branding brings opportunity for distributors and retail partners; while we're winning skeptics, it has become clear that the brand developing as it has can really help raise profits. This is why our distributors are so excited, supportive and choosing to ride the wave of innovation." june 2014 / the tasting panel / 67 Twenty Rocks ◗ Shot of Twenty Grand 100 Proof ◗ Serve over rocks. Town Car ◗ 1½ oz. Twenty Grand 80 proof ◗ 1 oz. triple sec ◗ ½ oz. lemon juice ◗ Pour into shaker filled with ice. Shake and serve in chilled Martini glass. TP0614_034-71.indd 67 5/23/14 10:06 PM