The Tasting Panel magazine

Strong Consumer Expectations In addition to pure Voli Lyte (soon to be renamed Voli Original), the natural flavors in the portfolio include suave Espresso Vanilla Fusion, indul- gent Raspberry Cocoa Fusion, haunt- ing Orange Vanilla Fusion (which will bring back the Creamsicles of your youth) and zesty Lemon. The vodkas are crafted in France's Cognac region, where Kamenstein and his team eventually found the quality level they were looking for. "The low-calorie trend has been developing over the past 30 to 40 years in the U.S.—every food cat- egory has one," notes Kamenstein, who obviously did his homework before entering the spirits mar- ketplace. "Voli is meeting a strong consumer expectation in two ways— the demand for low-cal and the demand for flavor." Kamenstein puts Voli's resolve succinctly: "We are not another vodka; we are another category." After a year as a self-sufficient brand, Voli was contacted in mid- 2010 by Palm Bay International. After the win-win deal was inked, Voli launched with the highly respected supplier in the spring of 2011. In just five markets at the outset, Voli has soared to distribution in 44 markets over the final seven months of last year, and the brand also has interna- tional distribution in Latin America and Asia. Viral Enthusiasm "Growth has been fantastic," beams Kamenstein, who has seen first-hand that trial converts customers. The brand has held more than a thousand intimate off-premise tastings (where legal) across the U.S., and can boast phenomenal success on-premise as well (see sidebars). "I knew at our debut [at the South Beach Wine & Food Festival] that we had nailed it," relates Kamenstein. "Two things stood out: first of all, the intensity of the enthusiasm, and second, the fact that people would come back with their friends to taste it again. The enthusiasm spreads virally." Resolutions are easy to make but often hard to keep. With its winning combination of high flavor and low calories, Voli is intent on making 2012 a year of kept promises. RESOLUTION: DRINK SEXY! Voli at 1 OAK, Las Vegas V egas is known for hedonism, but that doesn't mean a night on the Strip has to be unhealthy. Voli is the low-calorie vodka elect at new hotspot 1 OAK Las Vegas, located at The Mirage, where jetsetters, tourists, local party people, celebrities, models, musicians and more congregate to drink, party and chill-out in an intimate and exclusive atmo- sphere. The new venue is a partnership between Vegas-based hospitality development and management firm The Light Group and New York–based nightlife moguls The Butter Group. "Having a low-cal vodka in 1 OAK will be appealing to our wide variety of patrons and is a great alternative to the standard, high-calorie vodkas that are sold at every other club," says Scott Soriano, co-founder of 1 OAK. The iridescent Sultry Red cocktail, made with Voli Raspberry-Cocoa Fusion, embodies the seductive vibe of the new club, with its sensual surface materials and low lighting that's made for romance. SULTRY RED "My cocktails are always full of lush colors, rich textures and unsurpassed flavor," says Emilio Tiburcio, multi- award-winning Corporate Mixologist for The Light Group and member of the United States Bartenders Guild (USBG), Las Vegas Chapter. "All of my creations are fashioned using my heart and soul—simply put, combin- ing both visual and sensory delight . . . art in a glass." ◗ 2 oz. Voli Raspberry Cocoa Fusion ◗ 2 raspberries ◗ 2 blackberries ◗ 1 oz. apple cider ◗ ¼ oz. maple syrup ◗ extra raspberry and blackberry for garnish ◗ In a mixer glass muddle the berries with the maple syrup. Add the Voli Raspberry Cocoa Fusion with ice and shake. Double strained in to a chilled cocktail glass. Garnish with a raspberry and a blackberry. At nightclub 1 OAK in Las Vegas, Paul Zahn (left), Voli's Western Division Brand Manager, displays the entire Voli Vodka lineup for Emilio Tiburcio, multi-award-winning Corporate Mixologist for The Light Group. january/february 2012 / the tasting panel / 61 PHOTO: DANIELLE "DEED" DEBRUNO

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