Issue link: https://digital.copcomm.com/i/306378
may 2014 / the tasting panel / 59 "P urity Vodka is a vision of one man whose sole purpose and journey was to craft the best vodka that he could—to make it stand out and, most impor- tant, taste different," explains Brian Citron, Vice President of Sales for Purity Vodka. Put at its simplest, that's the story behind the 34-times-distilled Swedish-made organic vodka. It also happens to be just the type of story that educated drinkers are looking to discover in their search for craft spirits. "The craft opportunity is big and retail- ers are devoting more time and space to understand and develop it," explains Citron. "More discerning consumers want better quality coupled with a sense of discovery. For retailers this means offering their customers greater choice and taste experiences." Purity Vodka is the creation of Master Blender Thomas Kuuttanen. After working in the blending of prominent brands of of whisky, liqueurs and gin, Kuuttanen spent nearly a decade perfecting the formula and labor-intensive process for Purity Vodka. Taking a cue from Kuuttanen's precision in distilling and blending, the team is very strategic in the planning of where, when and how Purity Vodka will be marketed to retail stores. Starting at independent fine wine and liquor stores, the focus began on educating the buyers.Only after setting a strong founda- tion at these locations did they begin to look into chain accounts. "When we go into these chains, we share our successes, talk to them about Thomas's story and taste them on the product—and not just the buyers, but the staff too. The more they know, the more they can educate the customers on Purity's altogether different taste." With a stunning bottle and a long list of awards, consumers are intrigued by Purity Vodka, but it is education that is key to the understanding of how unique this vodka truly is. Citron explains, "Our success has really been in the acceptance of our retail partners, their understanding of how unique Purity Vodka is, from creation to taste, and their supporting us through sampling and consumer engagement." Finding the Best at Bristol Farms "Our customers are savvy, educated and well traveled. They like unique, allocated items that you can't find anywhere else," explains Michael Cristillo, Corporate Wine, Spirits and Beer Buyer for Bristol Farms, an upscale grocery store chain in California. "We aim to provide our customers with the BEST products that they cannot neces- sarily get somewhere else, and that they know that they can get from us." So how has Purity Vodka proven a success at Bristol Farms? "Our vodka consumers are extremely brand-loyal; however, the craft spirit movement has opened their minds to try new brands. With Purity Vodka, education and in-store tastings have been key to their success. Our customers are knowledgeable, so learning the story and the process of how it's made has definitely made them pick up the bottle, and sales haven't slowed down." With nearly 150 stores in Washington, California and Arizona, BevMo! is a one-stop-shop for thirsty consumers of every type. "Everyone has favorite brands that they gravitate towards, so our goal is to have unique items that we hope will grab their attention and get them to step out and try something new," explains Spirits Buyer Ted Carmon. So what is it about Purity that grabs their attention? Carmon says, "I believe the package is the first thing that the consumer gravitates towards. After they read about the awards and accolades, their interest level rises and then they have to purchase and try the product for themselves." Michael Cristillo, Corporate Wine, Spirits and Beer Buyer for Bristol Farms, outside their corporate offices in Carson, CA. PHOTO: JAY SCHROEDER Catching Consumers' Eyes TP0514_034-71.indd 59 4/24/14 11:03 PM