Issue link: http://digital.copcomm.com/i/61075
COVER STORY "I always wanted to build something, and my thinking was, if I didn't do it then, I'd only have bigger obligations as time went on, and I didn't want to look back on my life and regret that," he says. Down economy notwithstanding, he launched Voli Spirits LLC in 2008 and, in the spirit of "if you build it, they will come," set out to fi nd his market and the sources to bring the product to fruition. Craftsmanship and Quality Kamenstein sought a variety of original and fresh aromas as well as a quality process. When his stateside search failed to yield the right producer, he turned to the great blending houses of Cognac, striking partnerships with venerable cognac, liqueur and spirits firms. "Cognac has producers who have been blending for generations. I believed they had the craftsmanship and capability to produce the quality I was looking for—even though it is a completely modern product." After two years of development, he launched with a base expression, "Lyte" (now renamed "Original"), and four infu- sions: Lemon, Espresso-Vanilla, Orange- Vanilla and Raspberry-Cocoa. Made from French Superior wheat, Voli uses natural spring water and leverages its electrolyte formula to enhance the implied well-being benefi ts. The multi-distilled and fi ltered spirit is presented in a custom frosted glass bottle. Alone in the Field Since its market launch last April, the spirit has enjoyed explosive growth, with triple-digit growth in New York, Florida and California. Key accounts include Darden, CRO and important off-premise retailers such as Sam's Club, Costco, BevMo! and Total Wine. Voli will launch a Mango-Coconut infusion in May. Marketing will be supported by extensive out-of-home and national print advertising, strategic partnerships, social media platforms and an interactive geo- targeting blog that advises consumers about events in their city in real time. Palm Bay International, which distributes Voli, is working with on-premise part- nerships to create "skinny" menus and cocktail programs. Harris isn't worried about getting lost in the vodka clutter. "When the retailer and the consumer understand that we are not another vodka, we stand alone in the fi eld," she says. "We look at no other brand as competitor or peer." 58 / the tasting panel / april 2012 Take Five: Fergie Dishes on Voli What attracted you to the Voli brand? I'm all about staying fi t but having fun at the same time, so the brand really spoke to my lifestyle. As the fi rst ever low-calorie spirit, I was instantly interested. So, of course, I had to try it—and it was love at fi rst sip! Who wouldn't love Voli? It's better-tasting and has one-third fewer calories! How will you be involved with the company brand image? As an owner, I will be involved in every facet of the brand. We did a photo shoot recently with the amazing photographer Russell James where I really wanted to visually capture the brand message: fabulous, fun and fi t. The images from the photo shoot will be used in the fi rst phase of the campaign and are already on billboards, magazines and the web all over the country. Black Eyed Peas singer and brand investor Fergie strikes a sassy pose with the Voli bottle. In what way(s) does Voli fi t your lifestyle and your own "brand" image? I live by the motto "play hard and work hard." Voli allows me to go out for a night with my girls and wake up the next day without feeling guilty. I am all about fi nding a healthy mix between fun and taking care of yourself. That is exactly what Voli stands for too. How do you see Voli breaking new ground? Voli is a game-changer. It is the solution for women who want it all and aim to enjoy life to the fullest. There is no escaping the need to make healthy and responsible choices, and Voli is a unique way to live that responsible life without making sacrifi ces. If you can enjoy a cocktail that is more delicious but has fewer calories . . . why wouldn't you? Voli is the only brand that lets you do that. That's new ground, ladies! How do you like to drink your Voli? I love the Orange Vanilla Fusion— it tastes like a Creamsicle—and the Fergie CosLOWpolitan! They are so delish! J'adore Voli! Fergie's Orange Vanilla Fusion approx. 79 calories ◗ 1½ oz. Voli Orange Vanilla ◗ Splash club soda ◗ Serve over ice. Fergie CosLOWpolitan approx. 99 calories ◗ 1½ oz. Voli Original ◗ 1 oz. fresh lime juice ◗ 1 oz. diet cranberry juice ◗ ½ oz. agave nectar. ◗ Shake in a tin over ice and serve in Martini glass. PHOTO: RUSSELL JAMES