Issue link: https://digital.copcomm.com/i/148134
PHOTO: JAY SCHROEDER glass available is getting more people interested in the brand—the packaging is attractive and helps with visibility." Backman boasts of the financial boost the brand brings to his retail chain, and is also a tried and KRÜ fan, enjoying it over "soda with a lemon, or just straight-up on the rocks." And the proof is indeed in the bottle, as KRÜ not only receives high praise from retailers such as Dixon and Backman, but also from consumers for its taste, aroma and finish. In addition to the release of their new glass bottle, KRÜ is also expanding their portfolio with four new flavors that will have consumers and bartenders alike swimming in mixing possibilities. The flavors—Chocolate Truffle, Wintergreen, Cucumber and Peach Mango—not only reflect the brand's notable innovative attitude but also the premium taste and quality that consumers and bartenders have grown to expect from the brand. Two additional flavors that will be a bartender's dream will be available in October 2013. Says Holecz, "We wanted flavors that were a little bit more mixology-focused— KRÜ's inventive new flavors include Chocolate Truffle, Wintergreen, Cucumber and Peach Mango. Brothers and partners Mikey (seated) and Jon Dixon run one of the few remaining independent liquor stores in Illinois, Kenwood Liquors, with locations in Chicago, Oak Lawn and Homer Glen. They're big fans of KRÜ, and keep refrigerated samples to pour for any curious first-KRÜ-timers. appealing to the bartenders—but also that were simple to use in everyday cocktails. I think we came up with four really elegant flavors." For a wheat-based vodka that reinvented the packaging wheel and surpassed expectations, the move to glass and the release of new flavors are welcome upgrades, especially for on-premise accounts, and the buck doesn't stop there. KRÜ is planning some exciting events for the summer, and consumers familiar with past KRÜsponsored music festivals and alluring swimsuit model contests have plenty to look forward to. august 2013 / the tasting panel / 59 TP0813_034-65.indd 59 7/24/13 9:48 PM