Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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American Made www.beveragedynamics.com September/October 2016• Beverage Dynamics 33 America," says Nicole Portwood, vice president of brand mar- keting for Tito's Handmade Vodka. There are wide variations on the bases used as well as distillation and fi ltration processes. "The defi ning characteristic of American vodka may be that there is so much variety," she adds VARIETY "We would say there isn't an American style for vodka yet. Unlike spirits that have American roots going way back, such as whiskey and gin," says Thomas Mooney, co-owner and CEO of House Spirits. The company's Volstead Vodka is a version of its well-re- garded Aviation Gin, without the botanicals, and takes its name from the Congressman instrumental in enacting Prohibition. Vodka, explains Mooney, debuted on the American scene after Prohibition. The category was mostly big American brands that weren't long on fl avor. The next vodka wave was luxury imports with image-driven marketing. Now, the third wave is craft-driven. "Now there are over a thousand craft distillers, and you have so many differing points of view. Interest in the heritage of American vodka is just starting to happen now," he says "It is an exciting time for American vodka, because distillers have truly defi ned a unique style in the U.S.," says Clas at Phil- lips. "American distillers put a ton of character into their vodkas. Vodka with beautiful bouquet and texture. Even when mixed in cocktails, all those characteristics come through." "The defi nition of vodka as an odorless, colorless, tasteless liq- uid is outdated among America's craft distillers," says Alexandra Sklansky, spokesperson for the American Craft Spirits Associ- ation. "To compete with the large producers, craft distillers are fi nding new and different interpretations of traditional spirits." FOUNDATIONS Vodka can be, and has been, made with just about any fer- mentable. Grain is the most common base: generally speaking, wheat makes elegant, citrusy vodka; rye adds spice; barley adds acidic notes. Potato vodka has a creamy mouthfeel. Vodka made from grapes is fl oral. Vodka is also distilled from sugarbeets, mo- lasses and fruit. For many American vodka producers, corn is the choice for a base. The U.S. is ranked fi rst worldwide in corn production. And, thanks largely to Bourbon, corn is seen as a quintessentially American base for spirits. Deep Eddy Vodka, for example, has a corn base. And Prairie is made from organically grown corn. "That creates a pleasant sweetness in the vodka," Clas notes. "We emphasize the fact that Tito's is made from corn and is naturally gluten-free," Portwood says. "Corn also lends a sweeter, rounder character to the spirit, which has been a big differenti- ator for us." Apples are as American as apple pie, so many producers offer apple-fl avored vodkas. New Amsterdam is testing an apple fl a- vor in select markets. "Early results have shown that consumers are enjoying the taste tremendously," says Michael Sachs, di- rector of marketing for New Amsterdam. The company plans to launch New Amsterdam Apple Vodka nationally at the end of this year. For its part, 360 Vodka just released a variation on the theme, Red Delicious Apple Vodka. However, a handful of distillers are using apples as a base. Tuthilltown Spirits offers the aptly named Indigenous, a Fresh-Pressed Apple Vodka, made from 100% New York State apples. TERROIR, AKA LOCAL Local is one of those buzzwords tossed around rather casually these days, but still seems to hold appeal. Local can mean the same community, state or even country. Some producers' brand messages emphasize the provenance of ingredients, using con- cepts and terms from winemaking. "I believe that 'local' resonates with the consumer," says David Ozgo, senior vice president for Economic and Strategic Analysis for the Distilled Spirits Council. "Everyone wants to support local distillers, local businesses. If you are a local distiller who has a well-made product, the consumer will support you regardless of how many cases you sell each year." "We are proud to source our product from a handful of fam- ily-owned farms in Princeton, Minnesota," says Clas at Phillips. Prairie Vodka is made from an organically-grown, heirloom va- riety of corn. "We celebrate that; it's a big differentiating factor," adds Clas, who references the grower Champagne concept, be- cause the vodka is different from one harvest to the next. The company just completed construction of a distillery on one of the farm estates. "We highlight the local aspect of 360 Vodka, as well as the WATER FOR VOLSTEAD VODKA IS DRAWN FROM THE CASCADES MOUNTAINS. THE CEO BELIEVES THERE IS TREMENDOUS VALUE IN THE CONCEPT OF LOCAL.