Vodka - Matthew Clark

It’s not just a staple on your back bar,
it’s a whole world of style and discovery
That’s why, with Matthew Clark, the experience matters
04.
I N T R O D U C T I O N
What’s inside
CONTENTS
About Vodka
Product Range
G ood Serves
- The origins of vodka
pg. 06 - 07
-R
ussia
pg. 12 - 15
- The perfect martini
pg. 30 - 31
- What influences flavour
pg. 08 - 10
- Poland
pg. 16 - 18
- Classic serves
pg. 32 - 35
- The different vodka styles
pg. 11
- Finland
pg. 19
- Maximising the potential
of vodka
pg. 36 - 37
- Sweden
pg. 20 - 21
- Netherlands
pg. 21
-U
.S.A. / England / Iceland
pg. 22 - 23
-F
rance
pg. 24 - 28
P R E M I U M
S P I R I T S
- Matthew Clark Design Studio
pg. 38 - 39
- Matthew Clark product index
pg. 40 - 43
I N T R O D U C T I O N
05.
An introduction
Vodka is the most widely sold spirit in the UK and the
world and not without reason. It’s approachable, versatile
and is at the heart of any outlet’s spirit offering and of
course many mixed drinks and classic cocktails.
“There are
only two
absolutes in
life: friends
and vodka.
And the best
times usually
involve both”
unknown
It is the very essence of a spirit at its purest, it does not
differentiate itself by the use of barrel aging or age statements.
Instead, with the notable exception of flavoured variants, vodka
relies on base raw materials, production techniques and of
course marketing to create a point of difference.
It represents a third of total UK On-Trade spirit sales* and is the
mainstay on a cocktail menu accounting for 65% of all spirits
volume sold in cocktails**. Nevertheless, perhaps due to its size or
its perceived lack of complexity, it is a category that does not always
get the attention it deserves and this is a real missed opportunity.
Offering the perfect range for your outlet not only enhances your
customers experience but will also help you grow sales and revenue.
We really hope that this brochure inspires you to take a fresh look
at your vodka range, to offer your customers a choice of products
and perhaps add some classic vodka cocktails to your menu
ensuring you maximise the potential of vodka.
* William Grant & Sons Market Report 2014
** CGA Strategy Mixed Drinks Report 2014
/ /
V O D K A
06.
A B O U T
V O D K A
Origins of
VODKA
Now produced all over the globe, vodka originated in
Eastern Europe, with both Russia and Poland claiming to
have been the first to distil it in the Middle Ages.
“ M E A L S
W I T H
O F T E N
B R E A D
S T A R T E D
A N D
V O D K A ”
The name came from “voda” in Russian and “woda” in
Polish, both of which mean “little water”. During this time
vodka was used primarily for medicinal purposes and as an
ingredient in gunpowder.
The first recorded exports are of Russian vodka to Sweden
in 1505.
By the mid 16th century, vodka had become a more social
drink and consumption was widespread in both countries.
Meals often started with bread and vodka, and vodka was
also served at religious feasts.
P R E M I U M
S P I R I T S
A B O U T
Todays use of flavourings
date back to the early history
of vodka where herbs and
spices were used to mask
the flavour of what was at the
time a harsh spirit.
Vodka is associated with
purity, strength and neutrality,
innovations in the distilling
process, including the advent of
continuous distillation, in the mid
19th century further enhanced
these credentials.
The Smirnov family were
among the first to introduce
continuous distillation and they
also pioneered charcoal filtration,
which absorbs impurities without
imparting its flavour to the spirit.
The Smirnov family left Russia
for Europe during the Russian
Revolution and changed its
name to Smirnoff.
V O D K A
07.
Vodka remained relatively
unnoticed outside of Eastern
Europe until the 1940’s.
Western troops were introduced
to vodka by Russian allies in
World War II. Then Heublin, who
by this time owned the Smirnoff
brand, started to promote
mixability through the Moscow
Mule.
The launch of the Absolut brand in
1979 helped drive the popularity
of vodka in Western Europe.
Today the vodka category is
worth over £1.8bn in the UK
On-Trade and is stocked by
98% of On-Trade outlets*, it’s
extremely versatile whether
served as a shot, long drink or
cocktail and is a category that
certainly cannot be ignored.
* William Grant & Sons Market report 2014
/ /
V O D K A
08.
A B O U T
V O D K A
What influences
F L AV O U R
The general perception is that vodka is a
flavourless spirit and in many cases this may
ring true; certainly the addition of mixers can
mask any flavour characteristics.
However, as vodka connoisseurs will know, there
are subtle differences in flavour and mouth feel
which will be influenced by the raw materials used
and the distillation methods.
Flavour differences are subtle but distinct and more
easily tasted when the vodka is either tasted neat or
opened with a little water.
P R E M I U M
S P I R I T S
Raw Materials
Vodka can be made from cereal grains (wheat, rye,
corn and barley), from root crops (potatoes, sugar
beat, beetroot), fruits (apples and grapes); also less
commonly used is milk whey or molasses, them
being the bases of many cheaper vodka brands.
Historically the base raw materials were what grew
locally, but the rise in vodka’s popularity around the
world has encouraged producers to experiment with
different raw materials and production techniques.
A B O U T
Wheat
Most popular raw material for vodka and dominant
in Russian vodkas. Adds an aniseed spicy flavour.
Corn
Used more widely in American vodkas. Gives a
buttery corn taste.
Rye
Commonly used to make Polish vodkas. Gives
a bread like sweetness with a hint of spice.
Potato
Creamy buttery flavour and mouth feel.
Barley
Less common but used in Finland. Slightly
nutty with lasting spice.
Grapes
Mainly used in vodkas from Southern Europe.
Delivers a raisin, honey citrus taste.
V O D K A
09.
“Cola is the
most popular
mixer with half
of all drinkers
claiming it is
their favourite
choice”*
* William Grant & Sons
Market Report 2014
/ /
V O D K A
10.
A B O U T
V O D K A
What influences
“ B R A N D S
F L AV O U R
I N
PRODUCTION
Over time, developments
in vodka production
have been about
removing impurities
and producing a neutral
tasting spirit; this was
aided by the introduction
of continuous distillation
and filtration.
However, some brands
use differences in the
production process to add
flavour, mouthfeel and
differentiate their product
from others.
P R E M I U M
S P I R I T S
T H E
U S E
D I F F E R E N C E S
P R O D U C T I O N
P R O C E S S
T O
Some distillers use pot stills
to finish their product which
adds a rounding effect and
character; the copper in
the pot still promotes the
formation of esters which can
impart fruity notes.
Another process that can
influence the taste of vodka is
filtration; charcoal filtration is
the most common, removing
the impurities which has
a softening effect without
imparting its flavour on the
finished product.
A D D
F L A V O U R ”
Birch is the most commonly
used wood for charcoal
filtration, but charcoal from
different wood may be used
or indeed different materials
all together; sand, crystals
or diamonds, each will have
some effect to a greater or
lesser extent on the finished
product.
Other brands are unfiltered
which helps them retain some
more of the flavour from the
raw material, making them
perfect in a martini where you
want the flavour of the spirit
to shine through.
A B O U T
V O D K A
11.
The different
VODKA STYLES
Western style / neutral vodkas
Most western style vodkas are distilled and filtered
intentionally to create a neutral spirit.
Eastern style / characterful vodkas
These retain more flavour from the base product. They have
a more complex flavour profile enhanced by the use of raw
materials and production techniques.
Flavoured vodkas
Flavoured vodkas have been around for hundreds of years.
Traditionally, herbs, spices, berries and honey were added to
mask the flavour of the spirit.
Today, the distillation process is much improved and the
spirit is much smoother. However many brands retain some
of their traditional flavourings, the most known example is
Zubrowka which is flavoured with bison grass.
There is now a plethora of modern flavoured vodkas that
have been infused, macerated, distilled or percolated with
mainly, but not exclusively, fruits.
/ /
V O D K A
12.
P R O D U C T
R A N G E
Base Ingredient
Wheat
Stolichnaya Premium
Russia
Signature Serve:
Stoli Lemonade
Product Code: 00015833
Strength: 40%
Brand Facts / USP:
A vodka with its origins firmly and
undeniably rooted in the heart of Russia,
with its thirst for discovery limited only
by the imagination of those who have
encountered it, undoubtedly a citizen of
the world.
Stolichnaya Premium is an
exceptionally smooth vodka with
marshmallow, mineral and mild fruity
aromas. It's bright, airy entry leads to a
pleasant bite, finally melting into warm
citrus.
Base Ingredient
Wheat
Base Ingredient
Wheat
Signature Serve:
Stoli Citros Cosmopolitan
Signature Serve:
Stoli Fresh Vanil Martini
Stoli Citros
Stoli Vanil
Russia
Russia
Product Code: 00024709
Product Code: 00015919
Strength: 38%
Strength: 38%
Stoli Citros has scents of sweet lemon at the start,
building to a more intense blast of lime. On the palate it is
subtle with zesty lemon with floral touches.
Stoli Vanil is clean and elegant with aromas of vanilla pod,
crème anglaise with undertones of toasted buttery grain.
The palate brings a creaminess but is light and well balanced
with cocoa powder, white pepper and sweet spicy notes.
P R E M I U M
S P I R I T S
P R O D U C T
R A N G E
Base Ingredient
Wheat
Base Ingredient
Wheat
Signature Serve:
Stoli Razpiroska
Signature Serve:
Stoli Main Squeeze
13.
Stoli Razberi
Stoli Ohranj
Russia
Russia
Product Code: 00015918
Product Code: 00015924
Strength: 38%
Strength: 38%
Stoli Razberi opens with an intense nose of raspberry jam,
boiled sweets and hot berry fruit infusions. On the palate it
has raspberry ripple creaminess, balanced by the sweet spice
of rye and lifted by crisp citrus notes.
Stoli Ohranj has a light and floral aroma of orange zest
and essential oils, the more toppy scents of orange
blossom balanced by richer elements of orange liqueur
and marmalade.
/ /
V O D K A
14.
P R O D U C T
R A N G E
Smirnoff Black
Russia
Product Code:
00015836
Strength:
40%
Base Ingredient
Wheat
Signature Serve:
Neat and frozen
Brand Facts / USP:
Smirnoff introduced the
Smirnoff Black is slowly
Moscow Mule to the world
distilled before being
in the 1940s doubling the
filtered through 7 tonnes
sales of Sminoff No. 21
of Siberian silver birch
and sparking a craze for the
charcoal to create a smooth white spirit.
and mellow vodka.
P R E M I U M
S P I R I T S
Green Mark
Russia
Product Code:
00029353
Strength:
38%
Russia’s largest selling
vodka takes its name from,
‘Zelyonaya Marka’ the
Russian quality and vodka
standard mark or as we
know it the ‘Green Mark.’
Base Ingredient
Wheat
Signature Serve:
Green Mark Moscow Mule
Brand Facts / USP:
Green Mark is the
No. 1 selling vodka in
Russia.
Each bottle is individually
numbered and has the
patented Green Mark seal
cap.
P R O D U C T
R A N G E
15.
Russian Standard
Russia
Product Code:
00020407
Strength:
40%
Russian Standard is more
than a name, it’s a promise
to give vodka lovers around
the world a new standard
in vodka. Where once
drinkers had to choose
between a pure vodka or a
vodka with good taste, now
drinkers can have both.
Base Ingredient
Wheat
Signature Serve:
Russian Mule
Russian Standard Platinum
Russia
Product Code:
00020408
Strength:
40%
Silver filtered for
smoothness.
Base Ingredient
Wheat
Signature Serve:
Classic Martini
Brand Facts / USP:
The modern and refined
taste profile of Russian
Standard Platinum and
its citrus aroma makes it
perfect to taste on its own or
as an excellent base for any
cocktail.
/ /
V O D K A
16.
P R O D U C T
R A N G E
Belvedere Pure
Poland
Product Code:
00015927
Strength:
40%
The world’s first luxury
vodka. Belvedere is much
more than a vodka, it’s the
expression of a way of life,
an icon of luxury in the bars
and clubs where it’s proudly
served all over the world.
P R E M I U M
S P I R I T S
Base Ingredient
Dankowskie Gold Rye
Signature Serve:
Belvedere Zephyr
Brand Facts / USP:
Belvedere respects Poland’s
600 year history, tradition
and standards, which means
no additives, only natural
flavours. Dynamic packaging
and unrivalled quality.
Belvedere Unfiltered
Poland
Product Code:
00026291
Strength:
40%
Single Estate vodka using
grain from one agricultural
distillery. Made from 100%
Dankowskie Diamond Rye,
a superior baker’s-grade
grain. Distilled four times
and left unfiltered to deliver
maximum flavour of the
grain.
Base Ingredient
Dankowskie Diamond Rye
Signature Serve:
Belvedere Unfiltered ‘On the
Rocks’
Brand Facts / USP:
Our Diamond Rye spirit
contains such a stunningly
complex and rich character
it demands no alteration.
The vodka is left unfiltered
in order to maximise the
smooth texture and sweet
rich flavour delivery of the
raw ingredient. A superior
ingredient expertly distilled,
produces an exceptional
vodka; unlike anything else
available.
P R O D U C T
R A N G E
17.
Belvedere Citrus
Poland
Product Code:
00022414
Strength:
40%
Complex and well balanced
taste. Crisp, clean, inviting
with the lemon and lime
notes seamlessly integrated.
Base Ingredient
Dankowskie Gold Rye
Signature Serve:
Citrus Collins
Brand Facts / USP:
The refreshing Belvedere
Citrus is macerated from
fresh limes from Brazil
and Mexico and spring
and winter lemons from
Southern Spain.
Belvedere Pink Grapefruit
Poland
Product Code:
00023703
Strength:
40%
Base Ingredient
Dankowskie Gold Rye
Signature Serve:
Belvedere Pink Sour
Soft, sweet and rich with
a velvety texture and vivid
pink grapefruit tartness
tempered by hints of
warming ginger and lemon
peel.
/ /
V O D K A
18.
P R O D U C T
R A N G E
Zubrowka Bison Grass
Poland
Product Code:
00025848
Strength:
40%
“Our story begins over 600
years ago, deep in the
14th century, when Polish
alchemists first mastered
the art of vodka distillation.
The legend grew in the
primeval Bialowieza Forest,
a remote ancient woodland
shrouded in mystery,
unchanged for 6,000
years. Under this vast
green canopy, blades of
aromatic bison grass grew
sparsely in secret sunlit
glades known only to the
roaming herds of European
bison and 21 local grass
picking families.”
P R E M I U M
S P I R I T S
Base Ingredient
Rye
Signature Serve:
Apple Zu
Brand Facts / USP:
The original bison grass
vodka
Made with the unique bison
grass essence and the finest
premium Polish rye vodka.
Ultimat
Poland
Product Code:
00029024
Strength:
40%
Unlike any other ultrapremium vodka, Ultimat is
a carefully crafted balance
of three ingredients: wheat
for smoothness, rye for
complexity, and potato for
richness, combining to
create a unique experience
for the vodka connoisseur.
Base Ingredient
Wheat, Rye, Potato
Signature Serve:
Perfect for Martini’s or
classic vodka cocktails.
Brand Facts / USP:
Presented in a stunning
cobalt blue decanter.
P R O D U C T
R A N G E
19.
Finlandia
Finland
Product Code:
00015849
Strength:
40%
The six row barley ripens
under the watchful eye of
the midnight sun. Untainted
glacial water awaits!
The natural heart and
unfiltered soul of the vodka.
Pure, crisp. Finlandia.
Base Ingredient
6 row barley
Signature Serve:
Finlandia & Tonic
Finlandia Grapefruit
Finland
Product Code:
00027496
Strength:
40%
Base Ingredient
six row barley
Signature Serve:
Finlandia Grapefruit & Tonic
A natural and juicy pink
grapefruit taste with a
feeling of freshness and
fruitiness and a round, full
flavour. In March 2007,
Finlandia Grapefruit won
double gold medals and
the title of the ‘World’s best
tasting flavoured vodka’ at
the San Francisco World
Spirits Awards.
/ /
V O D K A
20.
P R O D U C T
R A N G E
Absolut
Sweden
Product Code:
00010031
Strength:
40%
Absolut Vodka was first
launched in New York in
1979. It soon became the
talk of the town in the US
and eventually of the world.
But the recipe behind the
pure and natural taste of
Absolut is actually older
than 30 years.
P R E M I U M
S P I R I T S
Base Ingredient
Winter Wheat
Signature Serve:
Absolut Seabreeze
Brand Facts / USP:
No.1 Premium Vodka in the
World.
Absolut Elyx
Sweden
Product Code:
00027963
Strength:
40%
ABSOLUT ELYX is
made in Åhus, Sweden,
exclusively from single
estate wheat from the
Råbelöf Castle, where they
have been producing wheat
since the 1400s. From
seed to bottle, everything
is done within a 15-mile
radius of the distillery,
ensuring quality control and
perfection in every detail.
Base Ingredient
Single Estate Wheat
Signature Serve:
Elyx Martini
Brand Facts / USP:
Worlds Best Tasting Vodka
2013
San Francisco World Spirits
Competition.
P R O D U C T
R A N G E
21.
Absolut Cherrys
Sweden
Product Code:
00028881
Strength:
40%
Cherrys is the latest flavour
from Absolut. It offers the
rich character of sun-ripe
cherries with notes of fresh
white cranberry and sweet
plum. Absolut Cherrys
is made with all natural
ingredients and contains
no sugar. The taste is
fresh, fruity and smooth,
with a warm feel and a
long, slightly sweet finish.
Base Ingredient
Winter Wheat
Signature Serve:
Cherry Sour
Brand Facts / USP:
Perfect for mixing drinks and
cocktails.
Ketel One
Netherlands
Product Code:
00015949
Strength:
40%
Sophisticated and crisp,
Ketel One is a superpremium vodka that’s been
made by ten generations
of the Nolet family, at their
distillery in Schiedam,
Holland since 1691.
Base Ingredient
Wheat
Signature Serve:
Classic Martini cocktail,
stirred with dry vermouth.
Brand Facts / USP:
Ketel One is carefully made
using a combination of Old
World craft and modern
techniques. The process
begins with the finest
European wheat, bringing
smoothness, neutrality and
purity to Ketel One.
/ /
V O D K A
22.
P R O D U C T
R A N G E
SKYY
U.S.A.
Product Code:
00015882
Strength:
40%
SKYY Vodka was invented
to create the smoothest,
purest vodka and became
the first quadruple-distilled,
triple filtered vodka on the
market.
P R E M I U M
S P I R I T S
Base Ingredient
Grain
Signature Serve:
Twisted Martini
Brand Facts / USP:
Developed in San Francisco
in 1992 as a small start
up. Quadruple distillation
and filtered using California
limestone.
Sipsmith
England – London
Product Code:
00026156
Strength:
40%
Distilled in copper, and
unfiltered in nature, Sipsmith
Vodka employs a technique
of capturing just the heart
of the run, meaning nothing
artificial gets added at
the end of the distillation
process. It’s a vodka that’s
therefore incredibly smooth
and retains a great deal
of rich character from the
wheat base.
Base Ingredient
English Wheat
Signature Serve:
On The Rocks/Martini
Brand Facts / USP:
The first distillery in London
for over 200 years.
P R O D U C T
R A N G E
23.
Reyka
Iceland
“Offering
premium spirits
creates a better
experience
for customers,
providing
something
beyond their
expectations”***
*** Diageo / PMA Survey 2014
Product Code:
00027974
Strength:
40%
The Reyka
distillery was the
first Icelandic
distillery. “With bountiful, crisp
arctic waters and abundant
lava rocks at our disposal, we
can’t help but want to give the
world a little taste of what we
experience every day in Iceland.
That’s why we created Reyka.
It’s not just made in Iceland, it’s
made of the things that make
this island unlike any other place
in the world.”
Base Ingredient
Wheat and Barley
Signature Serve:
Reyka Martini
Brand Facts / USP:
Made in a 100% carbon neutral
distillery.
Produced by using a Carter Head
Still before being filtered through
volcanic rock.
/ /
V O D K A
24.
P R O D U C T
R A N G E
Grey Goose
France
Product Code:
00015848
Strength:
40%
Grey Goose is made from
the finest soft winter wheat
from the Picardy region
in France - the highest
grade of wheat used in
the finest French breads
and pastries. It is distilled
only once in a continuouscolumn distillation process
to ensure the quality of the
wheat remains to give Grey
Goose its extraordinary
flavour.
P R E M I U M
S P I R I T S
Base Ingredient
Winter Wheat
Signature Serve:
Grey Goose Le Fizz
Grey Goose Le Citron
France
Product Code:
00015920
Strength:
40%
Grey Goose Le Citron,
like Grey Goose Original,
is made from the finest
French ingredients, using
the finest lemons grown
in the world-renowned
Menton region of France.
Base Ingredient
Winter Wheat
Signature Serve:
A Passionate Affair
P R O D U C T
R A N G E
25.
Grey Goose L’Orange
France
Product Code:
00015890
Strength:
40%
Grey Goose L’Orange is
made from freshly picked
oranges harvested year
round in France, carefully
selected for their superior
quality and taste.
Base Ingredient
Winter Wheat
Signature Serve:
Butterfly Martini
Grey Goose La Poire
France
Product Code:
00021332
Strength:
40%
Base Ingredient
Winter Wheat
Signature Serve:
Anjou Gem
Grey Goose La Poire is
made from an authentic
French ingredient, the
Anjou Pear - a classic
flavour of French cuisine
used in French pastries and
deserts like the Tarte Aux
Poires.
/ /
V O D K A
26.
P R O D U C T
R A N G E
“Over a third of people
agreed they would buy a
premium brand if it were
recommended to them”****
Cîroc
France
Product
Code:
00027001
Strength:
40%
Cîroc has
serious liquid
credentials, a premium positioning
that’s down to the careful
crafting of its contents. Light and
aromatic, Cîroc vodka can be
served ice cold to enjoy its clean
finish and subtly sweet aftertaste.
**** TNS Omnibus Research 2012
P R E M I U M
S P I R I T S
Base Ingredient
Grape
Signature Serve:
Pairs beautifully with cranberry
juice and grapefruit in a Pink
Breeze
Brand Facts / USP:
Crafted from fine French grapes,
distilled five times to produce the
fresh and smooth flavour of Cîroc.
P R O D U C T
R A N G E
27.
Cîroc flavours
Masterfully infused with the smooth spirit of Cîroc resulting in a taste experience that is lusciously different and elegantly
smooth. The unique mixability of Cîroc flavours allows for a broad range of creativity, whether with a simple mixer or a
base for great cocktails.
Cîroc Amaretto
France
Product Code:
00029283
Strength:
37.5%
Cîroc Red Berry
Base Ingredient
Grape
Signature Serve:
Cîroc Espresso Martini.
France
Product Code:
00028153
Strength:
37.5%
Base Ingredient
Grape
Signature Serve:
Cîroc Cosmo Martini.
/ /
V O D K A
28.
P R O D U C T
R A N G E
Cîroc Peach
Base Ingredient
Grape
France
Product Code: 00028474
Signature Serve:
Cîroc Peach Bellini
Strength:
37.5%
Cîroc Pineapple
France
Product Code:
00029475
Strength:
37.5%
P R E M I U M
S P I R I T S
Cîroc Coconut
Base Ingredient
Grape
Signature Serve:
Cîroc Pineapple Spritz
France
Product Code:
00028154
Strength:
37.5%
Base Ingredient
Grape
Signature Serve:
Cîroc Coco Loso
P R O D U C T
R A N G E
29.
“A glass for the vodka,
for the beer a mug, and
for the table, cheerful
company”
Russian Proverb
/ /
V O D K A
30.
G O O D
S E R V E S
The perfect
MARTINI
As with many iconic
cocktails, the true
origins of the martini are
unclear; many records
show drinks with similar
ingredients dating
back to the late 1800s,
however the city of
Martinez now advertises
itself as ‘the birthplace’
of this famous drink.
P R E M I U M
S P I R I T S
Despite its apparent
simplicity, the martini is a
very personal drink with so
many variations to choose
from; vodka or gin, wet or
dry, stirred or shaken. It is
key that you hold the right
range of products to meet
the demands of your martini
drinker. Think about the
difference in flavour profile
of the vodkas you offer
and how they match with
the garnish; Belvedere for
example goes hand in hand
with a pink grapefruit twist.
G O O D
S E R V E S
31.
4 Martini's to try
Dry
60ml Vodka
10ml Vermouth
Garnish with a pink
grapefruit twist
Wet:
60ml Vodka
20ml Vermouth
Garnish with cucumber
Dirty
60ml Vodka
10ml Vermouth
Olive brine to taste
Garnish with olive(s)
Vesper
60ml Gin
20ml Vodka
10ml Vermouth
Garnish with lemon zest
brought to you by
/ /
V O D K A
32.
G O O D
S E R V E S
Classic
SERVES
“Vodka is
stocked in 98%
of On-Trade
outlets”*
* William Grant & Sons
Market Report 2014
Bloody Mary
Fernand Petiot claimed to
have invented this drink in
1921 while working at the
New York Bar in Paris, which
later became Harry’s, New
York Bar. This was a frequent
hangout for Ernest Hemingway
and other American
expatriates.
Ingredients
2 Vodka
6 tomato juice
½ lemon Juice
2 Dashes worcestershire sauce
Dash celery salt & pepper
Dash (to taste) Tabasco
Method
Shake ingredients with ice and
strain into an ice-filled glass.
Garnish
Celery stick
P R E M I U M
S P I R I T S
G O O D
S E R V E S
33.
Moscow Mule
Cosmopolitan
White Russian
Invented in 1941 in New York,
the Moscow Mule went on to
gain momentum in Los Angeles
among the movie community.
Said to have been created in the
late 1970s by Cheryl Cook of
‘The Strand’ in Miami and evolved
into the Cosmo we know today by
Toby Cecchini in Manhattan.
The Black Russian was first
noted in 1949. With milk added,
it became a White Russian, with
neither having a Russian origin
but instead bearing more than a
nod to the base spirit.
Ingredients
2 Vodka
Dash fresh lime juice
Top ginger beer
Method
Pour ingredients into an ice-filled
glass and top with ginger beer.
Garnish
Lime wedge & mint sprig
Ingredients
1 ½ Vodka
½ Triple Sec
¼ fresh lime juice
1 ½ cranberry juice
Ingredients
1 Vodka
1 coffee liqueur
6 milk
Method
Shake all ingredients with ice and
fine strain into a chilled glass.
Method
Shake ingredients with ice and
strain into an ice-filled glass.
Garnish
Flamed orange zest
Garnish
Coco powder sprinkle
/ /
V O D K A
34.
G O O D
S E R V E S
Espresso Martini
Harvey Wallbanger
Sea Breeze
Created in the 1980s by Dick
Bradsell while working at the
famous Fred’s Bar in London.
Reportedly created in 1952
by three-time world champion
mixologist Donato ‘Duke’ Antone,
legend has it that this drink was
named after a Manhattan beach
surfer who was a regular patron
of Duke’s ‘Blackwatch’ Bar on
Sunset Boulevard. in Hollywood
during the early 1950s.
Born in the 1920s, but has
changed over time. It originally
used gin and grenadine, then
cranberry was added in the
1930s.
According to Dick, model Kate
Moss came into the bar asking for
something to ...“wake me up”.
Ingredients
1 Vodka
1 coffee liqueur
1 espresso
½ sugar syrup
Method
Shake all ingredients with ice and
fine strain into chilled glass.
Garnish
3 coffee beans
Ingredients
1 ½ Vodka
½ Galliano
Top orange juice
Method
Pour all ingredients into an icefilled glass and stir.
Garnish
Orange wedge
Ingredients
2 Vodka
½ glass cranberry juice
½ glass grapefruit juice
Method
Pour all ingredients into an icefilled glass and stir.
Garnish
Lemon wedge
Measures are multiples of 25ml
1 = 25ml, 2 = 50ml, 3 = 75ml
1/2 = 12.5ml, 1/4 = 6.25ml,
1/3 = 8ml, 2/3 = 16ml
P R E M I U M
S P I R I T S
G O O D
S E R V E S
35.
Porn Star Martini
Created in LAB (London
Academy of Bartending) by
Douglass Ankrah.
Ingredients
1 ½ Vodka
½ passion fruit liqueur
1 passion fruit puree
1 bsp vanilla syrup
½ lemon juice
1 sparkling wine
½ fresh passion fruit
Method
Add all ingredients except sparkling
wine and half passion fruit into a
shaker with ice. Shake and fine
strain into a chilled glass. Serve
with a shot of sparkling wine.
Garnish
½ passion fruit
“One martini is just
right, two is too many,
three is not enough”
James Thurber
/ /
V O D K A
36.
U P S E L L I N G
Maximising the potential of
VODKA
Range
– Offer a comprehensive range, look at stocking
a selection of vodkas that create a price
ladder enabling you the opportunity to upsell.
This will enhance your customers experience
by offering them a better quality product at
the same time as increasing your sales and
maximising your profits.
– Outlets that have a cocktail offering should
also look to stock a range that offer a different
taste profile based on their raw materials or
production process; this could help create, for
example, a bespoke martini menu.
– Seek inspiration from the range of flavoured
vodkas available and feature drinks using these
flavours on your drinks menus.
P R E M I U M
S P I R I T S
U P S E L L I N G
How to upsell in your outlet
Merchandising
Vodka offers the perfect opportunity to offer your
customers a more premium alternative, 77% of
drinkers welcome bar tenders recommendations*
and 54% think that premium spirit brands are a
sign of a quality pub or bar.***
52% of customers have not chosen their
drink brand by the time they reach the bar.****
– Product knowledge: get to know the range and
what makes each product special, be able to tell
customers why you recommended it, and why it
is worth paying more for.
– Exude confidence and demonstrate genuine
product passion, this makes it much easier to sell
a more premium product, customers will become
more engaged.
– Don’t be afraid to have a favourite, customers
generally respond to personal recommendations.
37.
–T
he correct use of merchandising can
encourage your customers to chose drinks
that are more profitable to you.
–C
onsider seasonal menus or cocktails
of the week.
– Include brief taste descriptions in your drinks
menus to help inform customer choice.
For more information, please contact your
Account Manager.
* William Grant & Sons Market Report 2014
*** Diageo / PMA Survey 2014
**** Pernod Riccard 2011
/ /
V O D K A
38.
U P S E L L I N G
Matthew Clark
DESIGN STUDIO
Once you have selected your range, our
team in the Design Studio can help you
make sure it is beautifully showcased
and clearly advertised to your customers.
“ W E
C A N
B E S P O K E
F O R
Y O U R
C R E A T E
D E S I G N S
O U T L E T ”
We can create bespoke designs for your outlet,
such as menus and POS items. We also have
an in-house illustrator who can produce photorealistic illustrations of, for instance, your special
house vodka cocktail.
For more information about the Design Studio,
please contact your Account Manager.
P R E M I U M
S P I R I T S
U P S E L L I N G
39.
“77% of vodka
consumers
usually drink
it with a
mixer”*
* William Grant & Sons
Market Report 2014
/ /
V O D K A
40.
I N D E X
Matthew Clark
PRODUCT INDEX
JDE
Product name
PackSize
ABV %
Country
Value Vodka
00010294
Glen’s
6 x 1.5ltr
37.5%
United Kingdom
00011692
Imperium
12 x 70cl
37.5%
United Kingdom
00011691
Imperium
6 x 1.5ltr
37.5%
United Kingdom
Standard Vodka
00022535
Eristoff
6 x 70cl
37.5%
Georgia
00022536
Eristoff
6 x 1.5ltr
37.5%
Georgia
00029353
Green Mark
6 x 70cl
37.5%
Russia
00020407
Russian Standard
6 x 70cl
40.0%
Russia
00021752
Russian Standard
6 x 1.5ltr
40.0%
Russia
00028145
Russian Standard
2 x 3ltr
40.0%
Russia
00002228
Smirnoff Red Label
6 x 70cl
37.5%
Russia
00010270
Smirnoff Red Label
6 x 1.5ltr
37.5%
Russia
00015989
Smirnoff Red Label
4 x 3ltr
37.5%
Russia
00015996
Smirnoff Red Label
12 x 5cl
37.5%
Russia
United Kingdom
00023873
Vladivar
6 x 70cl
37.5%
00010282
Vladivar
6 x 1.5ltr
37.5%
United Kingdom
00026080
Vodka One
2 x 5ltr
38.0%
U.S.A.
Premium Vodka
00010031
Absolut Original
6 x 70cl
40.0%
Sweden
00020395
Absolut Original
6 x 1ltr
40.0%
Sweden
00015999
Absolut Original
12 x 5cl
40.0%
Sweden
00021893
Blavod Black
6 x 70cl
37.5%
United Kingdom
00015849
Finlandia Classic
6 x 70cl
40.0%
Finland
P R E M I U M
S P I R I T S
I N D E X
00015962
Luksusowa Potato
12 x 70cl
40.0%
Poland
00015893
Pinky
6 x 70cl
40.0%
United Kingdom
00015882
SKYY
6 x 70cl
40.0%
U.S.A.
00022155
SKYY
12 x 5cl
40.0%
U.S.A.
00015836
Smirnoff Black Label
6 x 70cl
40.0%
Russia
00028546
Smirnoff Blue
6 x 70cl
50.0%
Russia
00015833
Stolichnaya Premium
6 x 70cl
40.0%
Russia
00019240
Stolichnaya Premium
6 x 1.5ltr
40.0%
Russia
00015865
Wyborowa Blue Label
6 x 70cl
40.0%
Poland
00025848
Zubrowka Bison Grass
6 x 70cl
40.0%
Poland
41.
Super Premium Vodka
00027963
Absolut Elyx
6 x 70cl
42.3%
Sweden
00015927
Belvedere Pure
6 x 70cl
40.0%
Poland
00027447
Belvedere Pure
6 x 1.75cl
40.0%
Poland
00025451
Belvedere Pure
1 x 3ltr
40.0%
Poland
00025819
Belvedere Pure
1 x 6ltr
40.0%
Poland
00026291
Belvedere Unfiltered
6 x 70cl
40.0%
Poland
00023839
Chase Potato
6 x 70cl
40.0%
England
00027001
Cîroc
6 x 70cl
40.0%
France
00028654
Cîroc
6 x 1.75cl
40.0%
France
00028653
Cîroc
2 x 3ltr
40.0%
France
France
00028652
Cîroc
1 x 6ltr
40.0%
00025167
Crystal Head
6 x 70cl
40.0%
Canada
00015848
Grey Goose
6 x 70cl
40.0%
France
00020136
Grey Goose
6 x 1.5ltr
40.0%
France
00026978
Grey Goose
2 x 3ltr
40.0%
France
00015949
Ketel One
6 x 70cl
40.0%
Holland
00020408
Russian Standard Platinum
6 x 70cl
40.0%
Russia
00028146
Russian Standard Platinum
2 x 3ltr
40.0%
Russia
00027974
Reyka
6 x 70cl
40.0%
Iceland
00026156
Sipsmith Sipping
6 x 70cl
40.0%
England
00015966
Stolichnaya Elite
6 x 70cl
40.0%
Russia
00028651
Tito’s Handmade
6 x 70cl
40.0%
U.S.A.
00029024
Ultimat
6 x 70cl
40.0%
Poland
00017082
Wyborowa Exquisite
6 x 70cl
40.0%
Poland
/ /
V O D K A
42.
I N D E X
Continued
Flavoured Vodka
00018377
Absolut Apeach
6 x 70cl
40.0%
Sweden
00025245
Absolut Berri Acai
6 x 70cl
40.0%
Sweden
00028881
Absolut Cherrys
6 x 70cl
40.0%
Sweden
00015834
Absolut Citron
6 x 70cl
40.0%
Sweden
00015837
Absolut Kurant
6 x 70cl
40.0%
Sweden
00015862
Absolut Mandrin
6 x 70cl
40.0%
Sweden
00025711
Absolut Mango
6 x 70cl
40.0%
Sweden
00021092
Absolut Pears
6 x 70cl
40.0%
Sweden
00015988
Absolut Peppar
12 x 50cl
40.0%
Sweden
00015979
Absolut Raspberri
6 x 70cl
40.0%
Sweden
Sweden
00015926
Absolut Vanilia
6 x 70cl
40.0%
00026287
Absolut Wild Tea
6 x 70cl
40.0%
Sweden
00022531
Belvedere Black Raspberry
6 x 70cl
40.0%
Poland
00022414
Belvedere Citrus
6 x 70cl
40.0%
Poland
00023703
Belvedere Pink Grapefruit
6 x 70cl
40.0%
Poland
00023857
Cariel Vanilla
6 x 70cl
37.5%
Sweden
00025503
Chase Marmalade
6 x 70cl
40.0%
England
00027960
Chase Rhubarb
6 x 70cl
40.0%
England
00029283
Cîroc Amaretto
6 x 70cl
37.5%
France
00028154
Cîroc Coconut
6 x 70cl
37.5%
France
00028474
Cîroc Peach
6 x 70cl
37.5%
France
00028153
Cîroc Red Berries
6 x 70cl
37.5%
France
00029425
Cîroc Pineapple
6 x 70cl
37.5%
France
P R E M I U M
S P I R I T S