Issue link: https://digital.copcomm.com/i/4337
UP / the tasting panel / november 2009 A consumer- (and recession-) friendly price point, combined with SVEDA's fantastic line of smooth, 80-proof, Swedish winter wheat vodkas, have laid the foundation for the brand's growth. "You have to have a great product to begin with, and you can't live on price alone," admits Hahn. "Consumers are looking for image, great value, quality product and something they can connect to on an emotional level, so we offer it all." SVEDKA's flavored line bolsters sales in the largest flavor segments of the vodka category. Vanilla, Rasp- berry and Citron are joined by the only Clementine flavored vodka on the market, and all four fresh-tast- ing flavors are heralded by foodies, mixologists and chefs for their layered flavor profiles that are not only mixable and food-friendly, but lovely served neat. While SVEDKA is a modern-day powerhouse, the brand keeps its eye on the future, continually striving to hit that number one spot. At the rate SVEDKA is going, it may happen way sooner than 2033. Crustacean General Manager Will Primavera pours SVEDKA Raspberry over cotton candy, creating the Red Lotus, a cocktail that's perfectly aligned with SVEDKA's fun, futuristic vibe. Will Primavera has created the perfect fall cocktail using SVEDKA Vanilla, the Chai Pumpkin Martini. SVEDKA may be the number one vodka of the year 2033, but at Beverly Hills hotspot Crustacean, it is one of the most popular calls today, for both consumers and trade. At the restaurant's recently-launched Ser- vice Industry Night (S.I.N. for short), waitstaff, bartend- ers, somms and chefs at some of the nearby swanky bars and restaurants are invited for an after-hours party that features SVEDKA bottle service—free to two randomly-selected guests. "We wanted to keep the local service industry in Beverly Hills, because after a certain hour, there's nothing open," explains General Manager Will Primavera. "So we started this night and offer great food, great drinks and great music." Southern Wine and Spirits Account Specialist Charlie Burfield finds SVEDKA a perfect fit for industry professionals looking to unwind. "People drink vodka to have fun," he says. "I think that SVEDKA's campaign to tap into that is smart." Primavera also taps into SVEDKA to create some of his signature seasonal cocktails, including the Chai Pumpkin Martini, an ideal platform for SVEDKA Vanilla. "I love this vanilla," says Primavera. "A lot of vanilla vodkas are too vanilla, but the SVEDKA is really nicely balanced and allows you to taste what the essence should be." The Vodka of The Future Takes a Twist on the Classics