The Tasting Panel magazine

August 2015

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august 2015  /  the tasting panel  /  71 I ntroducing a new product that doesn't fit neatly into any one category currently on the market creates twice the work for sales teams and brand ambassadors; not only do you have to educate buyers about the product, you also have to teach them about the concept itself. When Twenty Grand launched its first three expressions—Gold, 80-proof vodka infused with imported VS Cognac; Black, 100- proof vodka infused with imported VS Cognac; and French vodka infused with rosé Champagne—the brand faced two major questions from retailers and customers: "How can I sell it? and "How can I consume it?" "At Twenty Grand, we didn't take the traditional approach of a spirits brand," notes Jon Holecz, VP of Marketing at Twenty Grand Vodka. "We started with the innovation— these infused spirits—and then added a straight vodka to the portfolio." (The brand added its Straight expression—created using soft winter wheat and demineralized water from Gensac Springs in France's Grande Champagne appella- tion—to the portfolio last year.) Now that this line has seen time on the shelves, Holecz and his team are integrating the valuable feedback from retailers and consumers into both new packaging and a revamped marketing campaign. Dedicated to providing customers with a luxurious experience, the redesigned bottles take an elegant curved shape, featuring an easy-to-read and sleek label as well as a sophisticated cork closure—each expression begs to sit on the shelf of that high-end lounge or the private bar of a well-off entrepreneur. Beyond this aesthetic transformation, the brand's approach to placement at accounts across the U.S. will also see a facelift, starting with the BE GRAND campaign, which will refresh POS items, along with the brand's website and social media outlets. In the vibrant world of mixology, it will emphasize to bartenders the ability for these spirits to add an unexpected, but much appreciated, twist to clas- sic cocktails like the Old Fashioned, the Sidecar and the Daiquiri. Although Holecz admits that some mixologists may prefer to infuse their own liqueurs, he explains the beauty behind Twenty Grand for cocktail concoctors: "The depth of the Cognac allows for a large amount of versatility; it can be stronger in some mixed drinks, but can be very delicate and light in other cocktails. It's such a simple way to update the classics." Twenty Grand will also supply mixology booklets to establishments looking for an easy way to upgrade their cocktail program. COVER STORY Heating up in Houston For most, putting the words "luxury" and "sports bar" in the same sentence would be unfathomable, but these naysayers have clearly never ventured to Prospect Park Sports Bar in Houston, TX. Part sports bar, part music venue, part lounge, this establishment hosts trendy clientele. "Our guests want to try new items on the menu and are looking for something more extravagant," explains Rob Wright, co-owner of both Prospect Park locations as well as Sugarhill Bar & Lounge, also located in Houston. "Once our consumers try a newer product like Twenty Grand and realize how great it is, they will run with it." Although most patrons drink Twenty Grand on the rocks currently, Wright is looking to work it into his cocktail program in the coming season. The brand's expanded portfolio will undoubtedly help him accomplish this task. PHOTO: JILL HUNTER PHOTO: JILL HUNTER Bartender Danielle Gwosdz adds a twist by using Twenty Grand in a cocktail at Prospect Park Sports Bar in Houston, TX

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