Modern Service Professional Week #2 - Vodka

MODERN SERVICE
PROFESSIONAL (MSP)
SERIES - WEEK #2 - VODKA
Thursday, 18 April, 13

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Vodka 101

justcocktails.org

vodka


vodka
technical:
Vodka
is
the
simplest
expression
of
the
science
of
dis2lla2on.
It
is
made

from
grain
–
primarily
rye,
barley,
wheat
and
corn
–
but
can
also
be

made
from
potatoes.
It
is
un-‐aged
(apart
from
a
small
handful
of

excep2ons)
but,
historically,
can
be
flavoured.
It
is
the
purest
spirit

style
and
so
has
very
few
impuri4es
that
give
flavour.
It
leaves
the

column
s2ll
oCen
as
strong
as
96%
abv,
so
the
flavours
are
very
light

and
subtle.
trivial:

The
word
Vodka
comes
from
the
Russian
and
the
Polish
for
“li9le

water”
(they
both
claim
to
have
invented
it)
and
is
both
the
simplest

spirit,
and
easiest
to
mix/drink.

Vodka
is
now
one
of
the
most
popular
spirits
on
the
planet
but
less

than
70
years
ago
it
was
unknown
outside
Russia
and
Poland.


vodka
1.
The
word
Vodka
comes
from
the
Russian
and
the
Polish
for
“liOle
water”
(they
both
claim
to
have
invented
it)

and
is
both
the
simplest
spirit
to
make
and
the
easiest
to
drink
as
it
has
very
liOle
flavour
other
than
alcohol
2.
Vodka
comes
in
two
main
styles:
Eastern
Style
that
was
invented
to
be
drunk
neat
and
has
subtle
flavours
and

Western
Style
that
is
meant
to
be
drunk
mixed
and
has
very
liOle
flavour
3.
Flavoured
vodka
was
actually
invented
first
as
early
vodkas
were
used
mainly
as
medicines
and
tasted
bad
due

to
unsophis2cated
dis2lla2on
techniques
4.
Vodka
can
be
made
from
anything
and
can
be
made
anywhere
but
the
best
vodkas
are
made
from
either
Grain

(corn,
wheat,
barley,
rye)
or
special
potatoes
but
they
are
always
dis2lled
at
a
very
high
alcohol
content
which

removes
much
of
the
obvious
flavours.
5.
Main
Western
Vodkas
include
Smirnoff
(global),
Skyy
(USA)
and
Finlandia
(Finland);
main
Eastern
Style
include

Stolichnaya
(Russia),
Absolut
(Sweden)
and
Ketel
One
(Holland)
6.
Vodka
can
be
drunk
just
about
any
way
from
neat
at
room
temperature
to
simple
mixed
drinks
most
popular

cocktails
(Bloody
Mary,
Black
Russian,
Cosmopolitan,
Moscow
Mule)
7.
The
main
factors
that
influence
vodka
quality
and
style
•
Raw
material
(rye
makes
creamy
flavours,
potato
sweet
ones
and
everything
else
is
quite
neutral)
•
Water
quality
both
to
ferment
with
and
to
dilute
with
later
•
Dis2lla2on
type:
there
are
Pot
S2ll
Vodkas
such
as
Ketel
One
and
Grey
Goose
but
mainly
its
Con2nuous

Dis2lled
and
then
it
maOers
the
amount
of
2mes
it
is
dis2lled
(Smirnoff
3;
Skyy
4)
•
What
it
is
filtered
though
to
remove
impuri2es
and
flavour
and
also
how
many
2mes
it
is
filtered
8. Vodka
is
now
one
of
the
most
popular
spirits
on
the
planet
but
less
than
70
years
ago
it
was
unknown
outside

Russia
and
Poland
9. Vodka
(or
‘liOle
water’)
is
the
simplest
expression
of
the
science
of
dis2lla2on.
It
is
made
from
grain
–
primarily

rye,
barley,
wheat
and
corn
–
but
can
also
be
made
from
potatoes.
It
is
un-‐aged
(apart
from
a
small
handful
of

excep2ons)
but,
historically,
can
be
flavoured.
It
is
the
purest
spirit
style
and
so
has
very
few
impuri2es
that
give

flavour.
It
leaves
the
column
s2ll
oCen
as
strong
as
96%
abv,
so
the
flavours
are
very
light
and
subtle,
although

connoisseurs
find
flavours
ranging
from
mint
and
eucalyptus
to
vanilla
and
cinnamon.


VODKA Quick facts:
• 1 out of every 4 bottles sold in the NA is vodka
• This equals 60 million litre cases sold a year.
• Over 400 brands sold Globally
• Why:
– Vodka is quick to produce and get to market
– “Mixability”
• Its ability to mix with almost anything, means there is
a cocktail to ﬁt every taste, savory, sweet, dry …..But
– This also can lead to over indulgence


The Tongue & Tasting

VODKA production


#1 - RAW MATERIALS
Throughout history, vodka has been
created with many base
ingredients.
Examples would include:
1. Wheat
2. Rye
3. Barley
4. Corn
5. Neutral Grains
6. Grapes
7. Potatoes


RAW MATERIAL DIFFERENCES

THE RAW MATERIALS ARE ONE OF THE
MOST IMPORTANT FACTORS IN
FLAVOUR:

• WHEAT GIVES ANISEED CHARACTERS
• RYE GIVES A NUTTY SWEETNESS
• CORN GIVES A BUTTERY SWEETNESS
• POTATO GIVES A CREAMY, STARCHY
VISCOSITY
• GRAPE IMPARTS A RAISIN, HONEYED
CITRUS TASTE


RAW MATERIAL
YIELD’S
THE RESULTANT YIELDS ALSO VARY
GREATLY, AFFECTING THE FINAL
PRICE OF VODKAS.

• 100KG OF POTATOES YIELDS APPROX 10L
OF SPIRIT
• 100KG OF GRAPES YIELDS APPROX 12L OF
SPIRIT
• 100KG OF WHEAT OR BARLEY YIELDS
APPROX 35L OF SPIRIT
• 100KG OF CORN YIELDS APPROX 40L OF
SPIRIT


#2 - Fermentation
A process that produces WASH (a weak, crude, impure spirit) consequent
upon the introduction of YEAST in the WORT.

Fermentation is the chemical conversion of sugars into ethanol.

*Short history of accidental fermentation


#3 - DISTILLATION
• The “wash” is placed in a
still (continuous or pot)

• Heat is applied
underneath the still to
heat the liquid

• The alcohol boils and
turn into vapour leaving
the water and other
volatiles behind.


a note on DISTILLATION;
The process that strengthens and puriﬁes the spirit
contained in the WASH and also separates the solids
contained in the spirituous liquor.

Distillation is a method of separating mixtures based on
differences in their volatilities in a boiling liquid mixture.
Distillation is a unit operation, or a physical separation
process, and not a chemical reaction.


COLUMN
DISTILLATION
.
1) It increases vodka’s
strength to the desired
ABV.

2) It’s remove the
congeners/impurities/
ﬂavour proﬁles


POT DISTILLATION

• More time consuming
process
• Small batches = quality
control
• The result:
– A fuller more viscous
mouth feel
– More ﬂavourful product


STEP 5- FILTRATION

*Don’t be fooled


Vodka comes to North
America


Smirnoff “Leaves You
Breathless”

“Odourless”, apparently

Pictured: Rod Alexander and
Bambi Lynn (Mrs. Rod
Alexander)


Vodka in “Merica”

• Stolichnaya – is the ﬁrst imported vodka until
Russia shot down a Korean airplane.
• The cold war begins and all Russian products
are boycotted.
• In 1967 vodka sales surpass the sales of Gin and
American Whisky combined.


Vodka in North America
•1980- Absolute takes over
•1986 - Stoli launches the ﬁrst ﬂavoured vodka
“Limonaya”
•1986- Absolut launches- PEPPAR
•1988- Absolute launches follows suite with Citron
•1997-Super Premiums enter the market place
– Grey Goose and Belvedere
– 2004: Reaches 1 million case mark


Vodka in North America
• 1983- Ketel One launches in the USA
•2000- Ketel Citreon is launched the ﬁrst naturally
ﬂavored premium vodka
•2002- Reaches the million case mark
•2011- Reaches the 2 million case mark
• 2003 – Ciroc Vodka Launches
•2005 - Paris Launch
•2007- P.Diddy become the Ambassador
•2011- Ciroc reaches the 1 million case mark


What’s in a brand?


WHAT MAKES
IT PREMIUM
•Price? (4x)
•Process?
•Marketing?
•A presidential palace?
•A wizard distiller?


PROCESS
•Distillation has not changed
for centuries.
•What’s in the Wheat?
(Quality Counts)
•H2O (Artesian Wells)
•Continuous vs. Pot Still


The Marketing Map
PUBLIC
EXHIBITIONS
RELATIONS

PRESS RELEASES
TV STORIES
CONFERENCES
PLACED ARTICLES
COMMENT
& OPINION
LIVE SEMINARS
MEDIA RELATIONS
VIDEO
CONTENT AWARDS
iPLAYERS CORPORATE SOCIAL
PUBLIC SPEAKING RESPONSIBILITY
YOUTUBE LIFE CASTING
PRODUCT MEDIA TRAINING
PLACEMENT
RSS CASE STUDIES
CINEMA VIDEO
CONFERENCING TELE-SEMINARS
RADIO HOSPITALITY SOCIAL BOOK

SPONSORSHIP TRADE MISSIONS
PODCASTS
WORD-OF-MOUTH

WIKIS PRODUCT
BILLBOARD FACE
LAUNCH
BOOK M
TWITTER B
FLY POSTING GEOMAPPING
SMO
DIRECTORIES ROAD

MARKETING
REFERRALS
SHOWS PRESENTATIONS LINKED IN GOOGLE
POINT OF PURCHASE CUSTOMER
PAY-PER-C
FIELD REVIEWS
ADSEN
MARKETING
BROCHURES CUSTOMER FLASH ON
SERVICES
MPS / FPS
POINT OF SALE
MOB SEO
CONSUMER CREDIT ACT
PROMOTIONAL GAMING THOUGHT
PCI COMPLIANCE GIVE-AWAYS
FACE-TO-FACE LEADERSHIP

•SUPER Premium
MRS (MARKET RESEARCH) CONSUMER
PRESS MAGAZINE INSIGHTS
TELESALES SINGLE SPONS
INSERTS
TPS / CTPS CUSTOMER
VIEW
BEHAVIOUR
FINANCIAL SERVICES (FSA) NEWSLETTER

•World’s First Acid Etched
VERISIGN ADVERTISEMENTS
TESTIMONIALS MOBILE
NEWSPAPER
ABC AUDIT PARTNERSHIPS
CATALOGUES TEAM
ADVERTORIAL CELEBRITY BUILDING STRATEGIC
LEGAL ENDORSEMENTS ALLIANCES

Bottle
COMPLIANCE
LIVE STREAMS
EDITORIAL
STAFF
WHITEPAPERS
TRAINING AFFILIATE
TRADE PRESS
CORPORATE

•Quadruple Distillation
STRATEGIC
PARTNERSHIPS
ALLIANCES
VIRTUAL EMAIL
TRADE MAGAZINES CUSTOMER TEAMS
FEEDBACK
E-COMMERCE

•Dankowski Gold Rye (Bakers)
RECO
CORPORATE CMS
CULTURE
The Marketing Map is a tool to help plan your marketing TE
communications strategy. The map isn’t designed to cover
ADVERTISING DIGITAL every available connection point, instead it provides an WEBSITE

• Polish Pride vs Russian Myth
overview to help you understand which platforms are most
relevant to your business.
DATABASE EVENT If you are unsure where to start then focus on the platforms
you currently use and follow their lines to see which other Branding
marketing channels are closely related.
DIRECT RELATIONSHIP Remember, the choice of channels should reflect your
communication objectives and the audience you are
communicating with.

Marketing Routes How to use this map


WHAT’S
INFUSED?
•A Surprising Method
•Maceration vs. Cold Compounding
•Flavour Essences...
•Re-Distillation, why?
•To taste, not time...(MM Example)


BELVEDERE
CAIPIROSKA
•60 mls Belvedere
•1/2 Lime
•30 mls Sugar Syrup (1:1)
•*Fresh Fruit Variants


Three reasons to Believe
1)Ketel One Vodka was inspired by over 300 years and 10
generations of the Nolet Family’s distilling experience
2)Ketel One Vodka is crafted from small batches in traditional
copper port still resulting in a superior quality vodka
3)Crafted for exceptional taste, Ketel One Vodka is always
approved by a member of the Nolet family before bottling


The Nolet Family
• Nolet Distillery: Family tradition
since 1691

• The 10th and 11th generation are
actively involved in running the
Ketel Business today


THE ESSENCE OF CIROC
• Many samples of grapes
from around France are
tasted.

• Once chosen the grapes
are picked at the peak of
ripeness



COLD PROCESS;

Unlike grain, grapes do not need
heat to release their fermentable
sugars.
uCold Maceration
uCold Storage



COLD FERMENTATION

Results in a wine of
12 % ABV



COLD FERMENTATION

Results in a wine of
12 % ABV FERMENTATION VAT



The resultant wine is then transferred to our small family run distillery
deep in the French countryside, for the distillation process.



The resultant wine is then transferred to our small family run distillery
deep in the French countryside, for the distillation process.

SVE DISTILLERY


Ciroc Distillation
The “Wine” is distilled
continuously, twice,
through a two column
100% copper still

‘Essence’ of Cîroc


Ugni Blanc Spirit

The Ugni Blanc grapes come from the
country side north of Bordeaux.

The grapes are fermented to make a
simple wine of about 8% abv.

This wine is then distilled in a four-column
continuous still to produce rectiﬁed
neutral grape spirit at 96.5% abv, which
makes up about 95% of Cîroc.

.

Ugni Blanc Spirit

The Ugni Blanc grapes come from the
country side north of Bordeaux.

The grapes are fermented to make a
simple wine of about 8% abv.

This wine is then distilled in a four-column
continuous still to produce rectiﬁed
neutral grape spirit at 96.5% abv, which
makes up about 95% of Cîroc.
THE UGNI-BLANC GRAPE

.

The Fifth Distillation

This ﬁnal distillation marries the two elements and emphasizes the
aromatic character. More complex ﬂavours are created thanks to the
interaction between the two grape spirits and the copper.


The Fifth Distillation

This ﬁnal distillation marries the two elements and emphasizes the
aromatic character. More complex ﬂavours are created thanks to the
interaction between the two grape spirits and the copper.

Cîroc POT STILLS


Thank you

Modern Service Professional Week #2 - Vodka

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