Issue link: http://digital.copcomm.com/i/6221
january–february 2010 / the tasting panel / 83 use it, good mixologists recognize the characteristics that make Van Gogh superior—and the word spreads." A sterling reputation among the leaders of today's mixology movement is, as Bonchick says, "a nice thing to have." "At first the brand was recognized for the bottle," Bonchick confides, "but now it's a combination of the bottle and the quality of what's inside." The quality of the Van Gogh vodkas and gin—attested to by high scores from spirits experts world- wide, including THE TASTING PANEL's Anthony Dias Blue, who recently rated Van Gogh Blue Triple Wheat at 93 points—is the real secret to this brand's success. "This makes us very happy," says the CEO. Van Gogh takes pride in creating vodkas that are authentic, vibrant and that truly reflect their flavor origins. Like its namesake artist, the brand never ceases to explore the possibilities, off the palette and on the palate. "People ask us why we are we continuously making new flavors," muses Bonchick. "The answer is that we take great pleasure out of someone trying our brand for the first time and hearing them say, 'Wow, this stuff is good!'" www.vangoghvodka.com "Van Gogh Blue is our number-one vodka," says Byron Gardiner, co-owner and Director of Operations, of Florida-based Blue Mar- tini Lounge. Van Gogh Blue's triple wheat formula, super-premium cachet and ultra- smooth taste are geared toward just the kind of adventuresome, upscale clientele that makes Blue Martini Lounge so popular at all nine locations, in Florida and beyond. While Gardiner stocks other super-premium brands, "Van Gogh Blue just took right over," he says with a grin. At the Las Vegas edition of Blue Martini, GM Grant Hewitt oversees a staff of 140 ("That's why I'm losing my hair," Hewitt quips) and caters to a stoked crowd that throngs to the venue for live music—blues, house, funk, jazz and more—seven nights a week and for the choice menu of gourmet appetizers. They also come for the drinks. As one can guess from the name, vodka is the life blood of Blue Martini Lounge, and Van Gogh is front and center at this happening location on the busy Las Vegas Strip. "Van Gogh is a huge hit at Blue Martini—especially Van Gogh Blue, which is our house vodka," raves Hewitt as he mixes up the shimmeringly blue signature drink called—what else?—the Blue Martini and based on Van Gogh's top-shelf triple-wheat vodka. In addition to Van Gogh Blue, Hewitt stocks the entire range of Van Gogh flavors. Blue Martini 2 oz. Van Gogh Blue Triple Wheat Vodka 1 oz. blue curaçao 1 oz. triple sec sour mix splash of orange juice Shake ingredients and serve over ice in a snifter. Norman Bonchick, Chairman and CEO of Van Gogh imports. van gogh at blue martini lounge van gogh blue "Blue Martini Lounge has been a major proponent of our brand," notes Van Gogh Imports CEO Norman Bonchick, "and they helped us develop our latest venture: Van Gogh Blue Triple Wheat Vodka." This luxury line extension combines wheat from France, Germany and Holland. Launching now around the country, up- scale Van Gogh Blue (SRP $29) is the crystal clear icing on Van Gogh's flavorful cake. "We're known as the standard of excellence in the flavored vodka business," says Bonchick, "and we're hoping people will say that about Van Gogh Blue as well." Aside from the cachet of the Van Gogh name, the newcomer has one more thing going for it: "People love the color blue!" Grant Hewitt, GM of Blue Mar- tini Lounge in Las Vegas, with the house signature drink, the Blue Martini, made with Van Gogh Blue Triple Wheat Vodka. PHOTO: RONDA CHURCHILL