Issue link: https://digital.copcomm.com/i/960891
april 2018 / the tasting panel / 53 Marketing for Russian Standard Vodka. "We want to make a vodka that has character and that's different from what other vodkas currently deliver." Russian Standard Gold was recently reintroduced to the market as "The Whiskey Drinker's Vodka" not only due to its signature bold, full-bodied flavor, but its unmistakably luscious taste profile as well. "Not all vodkas are the same," adds Bertozzi. "We want an audience who understands that and who wants to try something out of the mainstream—people who are willing to experiment and can appreciate the sipping experience of a quality spirit." Apothéke Raises the Bar As it seeks to establish itself as a pre- ferred brand for those typically gravi- tating toward darker spirits, Russian Standard Gold has emerged as a go-to vodka in bars with selective buyers and backbars with limited real estate. Widely-lauded cocktail bar Apothéke in New York City's Chinatown is one such establishment. "I like to showcase smaller brands that I feel are in line with our philosophy," says Seth Bulkin, Apothéke's Director of Operations. "From my experiences with vodka in Russia, most people prefer to drink it neat. If you're going to do that, you should use a quality vodka with outstanding flavor like Russian Standard Gold." The cocktails at Apothéke—which also recently opened a Los Angeles location—are made with the same painstaking attention to detail that Russian Standard employs in its distil- lation process. "Everything is made in-house and juices are squeezed fresh daily. We also bring in exotic ingredi- ents and Chinatown local produce that is more exclusive to our area," Bulkin says. Russian Standard Gold's addition of Siberian ginseng makes it a fitting base spirit for Apothéke's incredibly popular Sparkling Vesper, a confluence of juniper berries, cucumber, lemon, Lillet Blanc, and Champagne. With its persistent quality and subtle market presence, Russian Standard Gold aims to appeal to the craft mixolo- gist seeking authentic spirits to lend their cocktails a distinctive character. This authenticity is reflected not only in the spirit itself, but in the bottle as well: An intentional homage to St. Petersburg's baroque architecture, the bottle's antique feel and finely-crafted filigree embossing give the drinker the sense that he or she has been transported to another time. "Russian Standard Gold is not the billboard- blasted spirit with the famed actor or musician attached to it—it's an elegant spirit housed in an ornate bottle highly reminiscent of old-world Russia," says Bulkin. "The goal is for our guests to see and taste something extraordinary, leaving the real world at the door." Sparkling Vesper Created by Seth Bulkin of Apothéke ◗ 1 oz. Russian Standard Gold Vodka ◗ 1 oz. Lillet Blanc ◗ ½ oz. lemon juice ◗ ½ oz. cucumber and juniper syrup Muddle cucumber and juniper berries in a shaker, then add ingredients and shake over ice. Strain into a glass, top with Champagne and garnish with cucumber ribbon. Seth Bulkin is the Director of Operations at Apothéke, which features Russian Standard Gold on its widely- lauded cocktail menu.