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SPECIAL REPORT: TALES OF THE COCKTAIL 2011 Purity Vodka Thinks Small in The Big Easy by Camper English / photos by Jenn Farrington Actually, a better opportunity as people want to try better brands," said Thomas Kuuttanen, Master Blender of Purity Vodka. He feel s that, post-recession, the more discerning vodka drinker will be increasingly looking for alternatives from the mainstream—to trade-up and seek and discover very high quality brands with strong, unique stories and sense of true authenticity. "A This small Swedish vodka brand aimed to make a big impression at Tales this year by showing up in several strategic places. THE TASTING PANEL met with Kuuttanen at the Hotel Monteleone's Carousel Bar for an interview session before things got too busy. "My image is not to create a vodka that everybody likes," Kuuttanen confided, "but one that I like myself. I don't mind if people don't like it; I mind if people say that it tastes like everything else." Kuuttanen and his crew gave Tales attendees the chance to taste Purity as they staffed a table at the Meet the Craft Distillers event. There, hundreds of bartenders packed in to sample small-batch products and meet the people who make them. Purity sold a little bit of vodka in each of 23 countries last year ("So nobody gets too much," says Kuuttanen), but clearly sees Tales of the Cocktail as a ticket to the big time. "Being a small brand with the ambition of being the leader of the high-quality vodka segment it's important we talk to the right people," said Kuuttanen. The right people—and Purity vodka—were also present in the H2 O cocktails seminar lead by Kathy Casey. As explained in the July issue of THE TASTING PANEL, the concept is to infuse water with fresh flavors for low-calorie cocktails mixed with vodka. At this session, top bartenders were able to get hands-on with the concept (and the vodka), mixing flavored waters to create new H2 Purity Vodka made a big impression at this year's Tales. O cocktails. Casey singled-out some of the most creative mixologists in the room to present their improvised drinks for the rest of the audience. With these moves, Purity advances towards its goal of winning over the world's best bartenders. as Kuuttanen said, "You want the top people on your side. It's much more important to be at the best bars and restaurants than at the most. Our vision is to become the pre-eminent leader within the ultra-premium segment." Purity's Three Things to Know ■ ■ The heart of Purity Vodka has been distilled an astonishing 34 times. This creates an exceptionally smooth vodka with a full and robust taste. ■ As a result of this Purity Vodka has become the most awarded ultra- premium vodka in the world. t Tales of the Cocktail you really have a chance to reach out to the top bartenders, so for a few days we have the same opportunity as the big brands. september 201 1 / the tasting panel / 97