wheat, pure spring water and
a natural infusion of fl avors, he
also came up with the Vojito, a
spin on the Mojito using vodka
that taps into home cocktail-
ing trends. "Voli Vodka has
an aggressive marketing plan,
which includes various initia-
tives engaging the consumers
via social media and traditional
media. The plan provides for
various creative programs that
will help increase brand vis-
ibility and awareness in the
off-trade," says Jorge Guitierrez, CEO of Liquid Assets Group, which
manages the sales and marketing functions for Voli. For 2014, the brand
has a completely new creative campaign; be on the lookout for how we
#TurnuptheVOLI." This year, Voli will maintain its current lineup with
Voli Original and fi ve fl avors, Lemon, Orange Vanilla, Mango Coconut,
Raspberry Cocoa and Espresso Vanilla, with consideration of potential
new fl avors in 2015.
Going back in time, one of the greatest celebrities is now gracing
the latest Three Olives Vodka expression, with its Three Olives Elvis
Presley Coconut Water-fl avored vodka. Long dead, the King still lives
as a marketing machine. Three Olives also features a Marilyn Monroe
Strawberry-fl avored expression.
The newest fl ashy, celebrity-backed addition to the vodka scene is
VDKA 6100, conceived of by Robert DeNiro and Artisan Spirit Mer-
chants. Anna Battiloro, senior brand manager, knows the market is es-
pecially cutthroat, but still feels it is the right time for another vodka—
one that is different from any other. "There's no question that vodka is a
highly competitive category, but we believe the unique raw ingredients
we have used to create VDKA 6100 sets us apart," she says. VDKA 6100
is distilled from seasonal whey sourced from grass-fed cow's milk and
natural spring water from New Zealand, distilled three times and fi l-
tered through a bed of carbon, "producing a silky, ultra-smooth liquid, a
very different vodka experience than what people are used to," Battiloro
points out.
Although the ultimate goal is to roll out VDKA
6100 nationally, the primary emphasis is on build-
ing the presence in New York, New Jersey and Con-
necticut markets. "We believe our liquid stands up
for itself, so the initial initiative is for people to taste
VDKA 6100. We have a long list of tasting and sam-
pling scheduled at various off-premise locations to
introduce the brand," she says. "VDKA 6100 is our
contemporary take on vodka. Being that we are the
only vodka distilled with whey, a non-traditional in-
gredient, we're challenging the old guard."
Just launching in select markets is the Robert
DeNiro-supported VDKA 6100, imported from
New Zealand and distilled from seasonal whey.
Dan Aykroyd launched New-
foundland-made Crystal Head
Vodka several years ago, and
the skull's head bottle has
maintained a cult status.
