Ultimat Vodka

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Ultimat Vodka
Ultimat Vodka Emerges As The Iconic Vodka
For People Seeking To ‘Find Balance’
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Rediscovering A Complex Category
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Ultimat Vodka Emerges As The Iconic Vodka
For People Seeking To 'Find Balance’
By Francine Cohen
T
here’s no denying that the spirits
industry is as much about lifestyle as it is about liquor.
On any given bar on any given
night there are a multitude of bottles
resting on the back bar, many of them
filled with what is undeniably the most
consumed spirit, vodka. Though every
bottle back there can be visually recognized by its own unique shape and label,
each is really desired both based on the
taste of the juice inside and, sometimes
even more than the taste, what drinking that brand says about the drinker.
That wide selection of vodkas sitting
18 BIN 2011
behind the bartender each offers up
its own identity for the guest/shopper;
an anthropomorphized confirmation of
who and what they are and how they fit
into the social universe.
What gets poured most often, and
then reordered, depends as much on the
bar or liquor shop’s clientele and their
desires, income, and interests, as it does
on the bottle and liquid itself. The call
brands are just that, “called for” because
they speak to their consumer. Some say
“I’m sophisticated,” some say “I appreciate good lineage,” and some simply say
“I’ll have what he’s having.” Ultimat,
with its cobalt blue perfume-styled bottle, is the rare brand that stands out on
its own; presenting a strong visual image
that is noticeable to all but especially appealing to the individual who is striking
out on his own path, leading the pack
and forging the way. This is a brand for
a pioneer who recognizes that he needs
to balance his time working hard and
playing hard and feels justified seeking
out his ultimate rewards when he’s done
doing both. For this drinker quality is
important but so is treating himself and
his friends and family well. He’s willing
to indulge in life’s little luxuries to make
Consumers across the country are introduced to Ultimat vodka at high-profile events such as this at Siren Studios in Hollywood this summer.
sure that’s the case.
Being able to indulge oneself with a
particular brand leads to a very positive
view of that spirit. Greg Cohen, Director of Communications for The Patrón
Spirits Company (which owns Ultimat),
remarks, “Of the higher quality vodkas it
is an image driven category – so we have
an opportunity and a point of differentiation. For people who do order their
vodka based on ‘what it says about me’
this is a brand that they’ll adopt.”
He continues, “Ultimat has all the
makings to be the next superstar on the
bar. The time is right for this brand.
Though I think that there are some very
good vodka brands of high quality that
are popular on the market, Ultimat is
for people who want to walk up to the
bar and say, ‘I know what I am talking
about. Everyone else might be drinking
that brand, but not me, I’m drinking Ultimat.’ That has a lot of power.”
It’s a powerful message that the guest/
customer is sending about himself and his
choices. By making this choice he is saying, through drink, that he is powerful.
Which makes this an important group to
reach on a visceral level whether you’re
a bar owner or retailer. Connecting with
this kind of customer who selects Ultimat vodka because it, as Cohen notes,
“Shows you have sophistication, a mind
of your own and you understand what
a quality product is and you’re not just
drinking what everyone else is drinking.
You didn’t get where you’ve gotten in
life by being a follower.” That's important because this is the drinker who is
poised to be an ambassador for the brand
and help you sell more vodka and vodka
cocktails. Empowering them with the
experience of selecting Ultimat means
you’re giving them the tool to be the
ones who introduce their colleagues to
something new, reinforcing their image
as trendsetting early adopters.
Adopting a new vodka isn’t always
easy for those committed to a brand but
there’s an interesting message that Ultimat can deliver to entice these leaders
into the fold. Matt Ellis-Escobar, The
Patrón Spirits Company State Manager
of Southern California remarks, “Once
the consumer does try it, they can recognize its quality. We have a sophisticated
look to our packaging.”
Offering a sophisticated looking
package is great the first time around, but
being able to get them back once they
realize the quality is dependent upon the
depth of the spirit that comes from being a unique combination of wheat, rye
and potato. Says Cohen, “All the nice
packaging in the world – none of it matters if you don’t have a quality product.
That’s a given. And so, yes, we do have a
marketing campaign behind it and a nice
bottle, but what’s really important about
this brand, and what bartenders can
credibly tell their customers, is that it is
made unlike any other. It is made from
a combination of wheat, rye and potato;
lots of other vodkas are wheat or rye or
potato, but none are all three.”
Why put these three together? In creating the Ultimat spirit it became evident
that the three ingredients together gives
a complexity and a rich mouth feel. Cohen continues, "It’s such a versatile spirit
and versatile brand; it does mix well into
everything. Better spirits make better
cocktails. So, whether you’re mixing it
with something that is going to mask the
vodka more than others you’re still going
to have a better drink. Of course you’ll
taste and enjoy the difference when you
enjoy it on its own or with a light mixer.”
Whether they are mixing it or
drinking it chilled it’s having a positive impact on both consumers and
bartenders according to Laura Becraft,
Ultimat US Sales Manager with The
Patrón Spirits Company. She says, "It’s
the only vodka in the world made from
wheat, potato and rye and all three ingredients combined give it a different
complexity to other vodkas. It seems
that with a lot of mixologists today the
more complex something is the more
they like it. A lot of mixologists, especially in Miami, are interested in working with it because of that. And the
consumers love it too. They pick up a
little bit of the potato right away and
they realize it’s a great vodka.”
Initial consumer and bartender/beverage manager adoption is why the brand
is willing to put $8 million behind a new
ad campaign. Cohen explains, “For an
emerging brand like this there aren’t
2011 BIN 19
HOLIDAY RECIPES
ULTIMAT VODKA’S WINTER
WONDERLAND MARTINI
2 1/2 oz. Ultimat Vodka
Orange peel
Martini Glass Rim Sugar
(flavor of your choice)
Chill a martini glass with ice. Fill
a mixing glass with ice and pour in
Ultimat Vodka. Shake it till you break it.
Moisten the rim of a martini glass. Turn
the glass upside down and dip the rim
in a bowl of the rim sugar. Pour chilled
Ultimat Vodka into martini glass.
Flame orange peel over glass.
ULTIMAT VODKA’S
NAUGHTY BUT NICE
2 oz. Ultimat Vodka
3 dashes Cranberry spice bitters
1 oz. Cranberry juice
1 Cherry
1 Mint leaf
Soda water
In a rocks glass, muddle mint leaf,
cherry and bitters. Add Ultimat Vodka,
Cranberry juice and ice. Place shaker
over glass. Shake vigorously. Add a
splash of soda on top and mint leaf
and cherry for garnish.
ULTIMAT VODKA’S
PARTRIDGE IN A PEAR TREE
1 1/2 oz. Ultimat Vodka
1/2 oz. Pear puree or pear juice
3/4 oz. Fresh squeezed lemon juice
1/2 oz. Vanilla simple syrup
Soda water
Rosemary sprigs
In a mixing glass muddle half a sprig
of rosemary, pear puree, lemon juice,
vanilla simple syrup. Add Ultimat
Vodka, ice and shake it vigorously then
strain over a high ball glass filled with
ice. Add a splash of soda and garnish
with a rosemary sprig.
ULTIMAT VODKA AND
SANTA’S LITTLE HELPER
2 oz. Ultimat Vodka
1/2 oz. Melted dark chocolate
1tsp. Sugar
3 oz. Hot coffee
Whip cream
In a hot glass mug, mix Ultimat Vodka,
melted dark chocolate, sugar and hot
coffee. Garnish with as much whip
cream as you like!
20 BIN 2011
Ultimat vodka signature cocktails highlight the ultra-premium spirit's versatility.
too many companies that would invest
that kind of support. But we believe in
this brand and have such confidence
about the staying power of this brand
it’s an investment we’re all too happy
to make. It’s a crowded field – in order
to be noticed we have to do something
to stand out and we truly believe that
once people find it, taste it, and experience it, they’ll come back to it.”
For the trade that’s an important
message. Cohen notes, “We’re not just
saying here’s a new bottle, put it on
your bar, let’s hope someone orders it.
We want to help them move product.
Because we have strong local distributors and representatives in most of all
of the major markets, we’ve built very
good relationships and trust among the
trade that we only produce high quality products. And we do what we say
we’re going to do. Right there, the fact
that Patrón Spirits is behind this brand
hopefully sends a message that we’re serious about this new product.”
Supporting this belief is a brand
new advertising campaign, which was
created by Amalgamated and designed
to include print, outdoor and online
advertising executions as well as a social media presence. The roll out from
this new agency kicked off last month
and targets an audience the brand expects will be receptive to the approximately $40 price tag. The ad campaign
uses humor to capture the attention
of a mostly white-collar professional
drinker and ends with the tagline,
“Find Balance. Find Ultimat.” Ads like
the one that proclaims: “You work for
the best firm in the city. You make seven
figures. You spend less time outside than
prisoners on Rikers Island.” Or the one
that reads: “Your kids love their Christmas gifts. Your wife adores the diamond
earrings. They called your office to tell
you.” really hit home with this segment
of the population. Cohen explains,
“We’re targeting those hard working,
white collar professionals who work too
much and relax too little. We’re going
after that demographic area of people,
particularly in the financial field where
the hours are long. You experience this
whether you’re an investment banker
or a stock broker or a lawyer or any
other profession these days. You spend
so much time at work you need to find
balance between the necessity of work
and the necessity of play. And the campaign resonates with people who find
themselves in this circumstance most
days. Find Balance, Find Ultimat speaks
to that of course but also speaks to the
fact that you need to take some time for
yourself and a great way to do that is to
enjoy a cocktail. That’s the message.”
He continues, “and then the find
balance refers to the product itself – it’s
a balance of wheat rye and potato so it
works on a rational and emotional level
as well.” A number of digital elements
like Facebook apps and other things
that are intended to engage consumers
Continued on Page 22
Ultimat event in Miami
are on the way. Understanding that this
audience can’t always have an Ultimat
in their hand doesn’t mean that Ultimat can’t provide balance all the time.
Cohen says, “We’re doing things that
hit those people in their diverse outlets.
There are certainly a lot of young Wall
Streeters and lawyers who use social media as a release.”
Also being able to touch the consumer in a variety of environments from
resorts to restaurants and nightclubs
is another plus in the Ultimat column.
Ellis-Escobar notes, “I think our restaurant/hotel business is larger. Though we
have accounts in the club segment we’ve
got twice as many in the restaurant/hotel
space. Quarter after quarter it seems the
food scene is becoming more and more
sophisticated. The step towards the sophistication in the restaurant world was
needed. People know what they’re eat-
22 BIN 2011
Bottle service trays
ing. It’s now translating into not only
what am I eating but what am I drinking? Is there anything new? Ultimat’s
presence allows for a lot of new trial.”
Operators like that. Ellis-Escobar
continues, “The vodka drinker has not
gone away. Individual owner/operators
see how Ultimat contributes to their success because they are cultivating customers who do like to find new and upcoming brands. This brand early on has been
offering an introduction to something
new. And consumers appreciate that.”
Christian Corben, Director of Operations for the Innovative Restaurant
Group (Kitana, Boa, Sushi Roku) comments, “I think people are trying new
spirits these days. They want to try
something different with the mixology
trend. They want to try different vodkas
that stand out. When anyone comes into
the restaurant we want to create a new
Iconic bubble punt in the Ultimat bottle
experience. We’re trying to educate and
get them to try something new and get
their adventurous sense up so they will
try other cocktails.”
A willingness to try other cocktails
is enhanced by the fact that Ultimat
doesn’t stand alone; through its ads it
has become common knowledge that
the brand is part of The Patrón Spirits
Company. Ellis-Escobar notes, Having it
associated with the Patrón portfolio really helps. We always try to express that
we are The Patrón Spirits Company, not
just tequila, and inform consumer awareness.” This connection to the larger
portfolio which includes not only tequila
but also rum (Pyrat) means that consumers make the connection between Ultimat and the significant charity work that
the parent company undertakes. Becraft
explains, “Our whole company from the
top down is a very charitable company.
It helps the consumer in the long run
when they go to make a purchase in a
liquor store they know that Ultimat is
a charitable brand. And why not give
back to somebody? People want to make
a purchase and it feels good knowing
your money is going to a company that is
charitable and gives back.”
A most recent example of the company’s commitment to the community
was turning over their full page ad space
in five national magazines so that Action
Against Hunger could promote their effort to put an end to childhood nutrition.
Cohen concludes, “Spirits are the
social glue. People bond, friends get together, family gets together over cocktails and it’s a very social occasion when
you’re enjoying a cocktail. And so because of that better cocktails and better
spirits enhance that overall occasion.” ■