Issue link: http://digital.copcomm.com/i/33511
COVER STORY happy. This is a universal truth. With their sweet dollops of frosting atop a just-right mini-cake, it’s impossible not to fall in love with this pastry’s adorably lighthearted take on dessert. As a result, we’ve found ourselves in the midst of a veritable cupcake renaissance, with pastry chefs finding inspiration in the treat’s pint-sized fun factor, and consumers across the country clamoring for new ways to celebrate with cupcakes. upcakes make people Capitalizing on this trend and bring- ing the simply sweet joy of cupcakes to the cocktail world, newly-released Cupcake Vodka is answering the consumer call—all while providing mixologists with a platform to Cupcake their cocktail. Launched by Underdog Wine & Spirits, who have already tapped into the cupcake phenomenon with their value-driven Cupcake Vineyards wines, Cupcake Vodka offers a super-premium take on the category, with an original expression and three pastry-inspired fla- vors: Chiffon, Devil’s Food and Frosting. Inside the brand’s soon-to-be-iconic sapphire bottle, Cupcake’s flavored expressions are the stuff the sweetest dreams are made of. From the prominently creamy vanilla notes in the Frosting, to the sugar-kissed lemon fruit of the Chiffon, to the intoxicatingly lingering dark chocolate of the Devil’s Food, Cupcake Vodka’s flavors are, simply put, dessert in a glass. Dreaming up Cupcake: From Concept to Bottle While the vodka category is bursting with flavored variations, Cupcake taps into a niche that encourages young tastemakers to “Live Deliciously,” a slogan that is, in its essence, a call for consumers to find new ways and opportunities to occasion- ally indulge—not splurge. “We focus on developing and driving new brands that appeal to adult Millennial consumers,” 58 / the tasting panel / june 201 1 explains Todd Ziegenfus, Director of Marketing for Underdog. “We strive to have our pulse on what appeals to this dynamic consumer group, and consumers today are demanding unique and fun flavors. We think Devil’s Food, Chiffon and Frosting meet those demands deliciously.” If “fun” and “delicious” are items number one and two on Cupcake’s checklist, the brand’s third key com- ponent is value, a factor determined by a precise balance of quality and a pocketbook-friendly price point. “Considering today’s economic climate and outlook, we watch this formula carefully,” remarks Ziegenfus. “Cupcake has developed into the lead dog of the Underdog portfolio and continues to over-deliver on value.” Six-times-distilled, and with the Original made from a blend of grapes and grains while the flavor lineup is 100% grain, Cupcake’s smooth charac- ter belies its value-driven price point, a fact that’s sure to be the frosting on the cupcake for on-premise accounts across the country. Cupcake’s mix- ability also has bartenders demanding, “More Cupcake(s), please!” Indeed, pleasing the modern mixologist was at the forefront of the brand’s conscious- ness during the development stage, when Underdog tapped wine and spirits guru Doug Frost as a consul- tant. “Considering Doug’s reputation and expertise in the wine and spirits category, we solicited his help to ensure our products met the goals we set,” explains Ziegenfus. Shaking the Cupcake: Mixologists Find Inspiration At Wildfish Grill in Newport Beach, CA, the Frosted Cupcake (left) and the Sparkling Chiffon pair perfectly with desserts. Having perfected its formula balanc- ing fun, deliciousness and quality, Cupcake has unleashed its flavors to the mixologists of the world, and the results are in: Cupcake Vodka makes mixologists happy. “These are really fun vodkas to work with!” quips Candice Erickson,