Issue link: https://digital.copcomm.com/i/118688
UP Up Front with Twenty Grand by Elyse Glickman In the beverage world, PHOTO: KIRK WEDDLE as in Hollywood and Manhattan, glamorous couplings capture the imagination. True to form, new Twenty Grand Original (80 proof) and Twenty Grand Black (100 proof) are doing just that. This union of fine imported cognac and premium vodka was recently launched in a refined bottle that embodies its luxurious spirit. Western Spirits, which has solid industry recognition through a portfolio of Americana-steeped bourbons and other whiskeys, is capturing another piece of the American Dream with Twenty Grand. They are banking on the unique cognac/ vodka merger and its slogan—GOOD AS MONEY—to entice adventurous, luxury-focused consumers. Mixologists at some of the new brand's pioneering accounts, meanwhile, are helping convey the Twenty Grand message. Targeting Aspirations Nickole Tyler, Bar Manager at Grooves of Houston, has created cocktails around Twenty Grand. 6 / the tasting panel / april 2013 "We created the brand not only as a lifestyle product, but the first spirit to blend fine cognac and vodka," says Jon Holecz, VP of Marketing at Western Spirits. "When we came up with the name Twenty Grand, we wanted consumers to identify with a product that reflects their own ambitions and capture the essence of true style and class. The tag line, in turn, evokes the richness of the product, from its flavor and body to the way it's bottled and packaged." The primary target audience for Twenty Grand is the young, urban professional, aged 25–39, which Holecz and his team see as the prime target of sorts, with segments of this market embracing both cognac and vodka. "Our consumers are people that are not just into vodka or cognac, but into brands that reflect an aspirational lifestyle." explains Holecz. "In our presentations for prospective accounts, we also use the slogan GOOD AS MONEY, which benefits both the consumer and the retailer. For the consumer, it's a lifestyle badge, showing your friends you are a trendsetter, whether enjoying it at the VIP table at your favorite club or at home. The brand also reflects the consumer's desire to be him or herself, and elevate that individualism to a whole new level."