Issue link: https://digital.copcomm.com/i/326040
66 / the tasting panel / june 2014 COVER STORY Jon Holecz, Twenty Grand's Vice President of Marketing, stresses that the concept and the product have been so successful that it's prompted their on- and off-premise customers to demand a vodka that equals the quality of the original Twenty Grand vodka- cognac blends and Twenty Grand Rosé subsequently launched the following year. He adds that the versatility the expanded portfolio brings will spur on the creativity of mixologists and bring more consumers to the table. "When we decided to launch Twenty Grand Rosè, we knew it would capture our target consumer audience, which embraces that upscale, aspirational lifestyle and demands something differ- ent," says Holecz. "By the same token, we know the vodka market is extremely competitive but still controls 33% of the current spirits market. There is plenty of room to introduce a super-premium imported vodka that really has been the base of the Twenty Grand brand since its launch. Twenty Grand Vodka has always been a part of the mystique behind the brand, but now we are letting the vodka shine itself." A Unique Spirit According to Holecz, what made the launch of the original Twenty Grand so successful was that there was nothing else like it on the market. They positioned it as a game-changer, a product bold enough to change the perception of the category and convince choosy consum- ers, mixologists and industry profession- als that it was possible to mix a brown spirit and a white spirit together. Thanks to the quality of the spirits that make up Twenty Grand, the "wow factor" and the staying power took hold. However, Holecz acknowledges that even with adoption in so many mar- kets, it is still a challenge to reach some industry tastemakers and consumers, especially with a product that doesn't have an automatic "fit" on the bar or average retail shelf because it is so different from what else is out there. But with a winning combination of a booming category and a premium product, Twenty Grand is poised to take on all kinds of accounts with ease: "With Twenty Grand Vodka, we will continue to focus on the on-premise, building out its mixology education and key brand focused cocktails," Holecz continues. "Off-premise, we feel the brand will fit very well into our current shelf set and expand upon the brand's prominence and visibility on retail shelves. We are planning on releasing vibrant POS items that will help attract 66 / the tasting panel / june 2014 Ready for Recipes? The French Grand Martini ◗ 2 oz. Twenty Grand Vodka ◗ ½ oz. vermouth ◗ Dash of orange bitters ◗ Add all the ingredients to a shaker and fill with ice. Shake and strain into a Martini glass. Garnish with olives. Pink Sapphire ◗ 1 oz. Twenty Grand Rosè ◗ Rosé Champagne ◗ Pour Twenty Grand Rosè into champagne glass and top with rosé Champagne. TP0614_034-71.indd 66 5/23/14 9:24 PM