The Tasting Panel magazine

January / February 2017

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NEW LOOK T he verdict is in: It turns out you should judge a book by its cover. Which is why, last year, Van Gogh Vodka commissioned an artist to create 16 paintings as Vincent Van Gogh might have done, taking inspiration from the Expressionist master as well as the liquid in the bottles. "When we took a hard look at ourselves on the shelf a couple years ago, we found that the once pioneering design of Van Gogh, launched in 1999, had become dated and cluttered, no longer representing the artistry inside the bottle," says Norman Bonchick, Chairman & CEO of 375 Park Avenue Spirits, importer of Van Gogh Vodka. "We strove to create a collec- tion of labels that are equal parts artistic and appealing—each one had to be a work of art to match the craftsmanship of the liquid inside, translating the spirit of Van Gogh's Expressionism and bold vision in an engaging manner." The brand launched the new bottle artwork at the True Colors Fund Damn Gala fundraiser last year (see pg. 18), after determining that the old bottles were difficult to distinguish in the typically low lighting of cocktail bars. The new, artistic bottles are appealing, instantly identifiable and easier to call, as the library of flavors has also been trimmed down from 25 to 16 signature expressions. Van Gogh Vodka's relaunch in the new packaging signals the quality of the award-winning spirits, all of which are distilled in small batches at the Distillery Cooymans in Tilburg, Netherlands. As the vodka category has expanded and gained popularity in recent years, consumers are seeing vodka anew, not only as a cock- tail base, but also as a spirit to be enjoyed neat, both flavored and unflavored. The brand is reconnecting to its roots with an emphasis on its 80-proof unflavored vodka, which sports a sleek bottle design inspired by "Starry Night." NEWLY REPACKAGED VAN GOGH VODKA INFUSES BARS WITH CREATIVITY, COLOR AND COCKTAILS by Becky Tsadik Norman Bonchick, Chairman & CEO of 375 Park Avenue Spirits, importer of Van Gogh Vodka. PHOTOS COURTESY OF VAN GOGH VODKA 86  /  the tasting panel  /  january/february 2017 Paint the Town importer of Van of Van of Gogh create a collec- equal parts appealing—each of of art of art of to craftsmanship craftsmanship of translating translating Gogh's Gogh's launched launched artwork artwork at Fund Fund fundraiser fundraiser pg. pg. 18), determining determining that bottles bottles were distinguish distinguish in low low lighting of bars. bars. The new, artistic appealing, appealing, instantly and and easier to call, as the flavors flavors has also been trimmed down from 25 to 16 expressions. expressions.

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