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Cover Story: Be Grand! (August 2015)

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Be Grand!
TWENTY GRAND
TAKES ON A NEW LOOK AND REFOCUSES ITS MARKETING EFFORTS

by Emily Coleman

Opener
At Carondelet House in Los Angeles, bar chef/consultant Giovanni Lopes uses Twenty Grand Vodka in a riff on a classic with the Old Fashioned Stands by Itself. PHOTO: MARGARET SOSS

Introducing a new product that doesn’t fit neatly into any one category currently on the market creates twice the work for sales teams and brand ambassadors; not only do you have to educate buyers about the product, you also have to teach them about the concept itself. When Twenty Grand launched their first three expressions—Gold, 80-proof vodka infused with imported VS Cognac; Black, 100-proof vodka infused with imported VS Cognac; and French vodka infused with rosé Champagne—the brand faced two major questions from retailers and customers: “How can I sell it? and “How can I consume it?”

“At Twenty Grand, we didn’t take the traditional approach of a spirits brand,” notes Jon Holecz, VP of Marketing at Twenty Grand Vodka. “We started with the innovation—these infused spirits—and then added a straight vodka to the portfolio.” (The brand added their Straight expression—created using soft winter wheat and demineralized water from Gensac Springs in the Grande Champagne Appellation—to the portfolio last year.) Now that this line has seen time on the shelves, Holecz and his team are integrating the valuable feedback from retailers and consumers into both new packaging and a revamped marketing campaign.

Dedicated to providing customers with a luxurious experience, the redesigned bottles take an elegant curved shape, featuring an easy-to-read and sleek label as well as a sophisticated cork closure—each expression begs to sit on the shelf of that high-end lounge or the private bar of a well-off entrepreneur.

Beyond this aesthetic transformation, the brand’s approach to placement at accounts across the U.S. will also see a facelift, starting with the BE GRAND campaign, which will refresh POS items, along with the brand’s website and social media outlets. In the vibrant world of mixology, it will emphasize to bartenders the ability for these spirits to add an unexpected, but much appreciated, twist to classic cocktails like the Old Fashioned, Sidecar and Daiquiri. Although Holecz admits that some mixologists may prefer to infuse their own liqueurs, he explains the beauty behind Twenty Grand for cocktail concoctors: “The depth of the Cognac allows for a large amount of versatility; it can be stronger in some mixed drinks, but can be very delicate and light in other cocktails. It’s such a simple way to update the classics.” Twenty Grand will also supply mixology booklets to establishments looking for an easy way to upgrade their cocktail program.

On all levels and with all accounts, Holecz will focus on education and consumer awareness. Thus far, the company has seen great success with early adopters and other pioneers, but now they turn their sights to the broader market, with hopes to encourage new consumers to test and fall in love with its expressions. Instead of leaving the process of producing these spirits a mystery, they have decided to pull back the curtain and provide more details about the origins of the ingredients and the method of distillation and infusion. By equipping bartenders and retailers with this information, a conversation between these important influencers and the consumers will inevitably arise, leading to more trial by customers. That being said, while some guests might buy a book based on a cover and recommendation, others may not be so easily convinced, which is why Twenty Grand will also roll out brand tastings across the country, including pop-up shops offering the collection at music and art festivals, awards shows and—tasting truly is believing, as they say.

With this revitalized go-to-market approach and new packaging, the future looks bright for Twenty Grand. As if that wasn’t enough, new offerings will be added to the portfolio over the coming year that are first of its kind for this category. Without a doubt, Twenty Grand will take the high-end market by storm—the brand is, after all, as good as money!


 

Expanding the Family

Portfolio
PHOTO: MARGARET SOSS

After researching consumer taste preferences and trends, Twenty Grand noticed that peach was making a splash in the cocktail scene and is on the upswing overall, so the company jumped on the opportunity by launching Twenty Grand Peach, an infusion of French vodka, Cognac and natural peach flavoring.

As for the liquid inside the bottle, Twenty Grand Peach greets your nose with juicy, savory peaches, which lead into layers of subtle sweetness on the palate and a smooth, rounded mouthfeel; it ends in a long candied fade.

In regards to this newest addition, Holecz notes, “Peach is perfect for our target market and still works well with mixology—peach-flavored cocktails are very popular and an easy sell to consumers. On top of that, it has cross-market appeal; it’s a whole new twist on the brand.” While the libation options are endless with this liqueur, a cocktail especially poised to fly off the cocktail list no matter the time of year is Twenty Grand Peach with tea—it’s an offering we won’t mind sticking our pinkies out for!


 

Alive and Kicking in Chicagoland

Hanna aboukier
Hanna Aboukier, co-owner of A&S Liquor and Wine Boutique, located in Chicago. PHOTO: REBECCA PEPLINSKI

Open for over 35 years in a renovated historical building in southern Chicago—a city that has been very strong for Twenty Grand—A&S Liquor and Wine Boutique houses quality wines, spirits and domestic and imported beers among a sophisticated décor. The staff concentrates on teaching their customers about all of their products and introducing them to new experiences, whether that’s an uncommon varietal or a unique infused spirit like Twenty Grand.

With Twenty Grand’s entire portfolio on the shelves, guests are intrigued by the brand—Ahmad Elkhatib, President of A&S Liquor and Wine Boutique, explains: “Our customers like to have a wide variety of options to explore with their palate. Twenty Grand is smooth and feminine, but it still has a kick to it! The expressions really get your taste buds wondering with the interesting, lively flavor.” A Windy City winner, indeed!


 

Heating up in Houston

Twenty Grand Vodka at Prospect Park in Houston, Texas
Bartender Danielle Gwosdz adds a twist by using Twenty Grand in a cocktail at Prospect Park Sports Bar in Houston, TX PHOTO: JILL HUNTER

For most, putting the words “luxury” and “sports bar” in the same sentence would be unfathomable, but these naysayers have clearly never ventured to Prospect Park Sports Bar in Houston, TX. Part sports bar, part music venue, part lounge, this establishment hosts trendy clientele. “Our guests want to try new items on the menu and are looking for something more extravagant,” explains Rob Wright, co-owner of both Prospect Park locations as well as Sugarhill Bar & Lounge, also located in Houston. “Once our consumers try a newer product like Twenty Grand and realize how great it is, they will run with it.”

Although most patrons drink Twenty Grand on the rocks currently, Wright is looking to work it into his cocktail program in the coming season. The brand’s expanded portfolio will undoubtedly help him accomplish this task.

Twenty Grand Vodka at Prospect Park in Houston, Texas
PHOTO: JILL HUNTER

Recipes
PHOTO: MARGARET SOSS

With the wealth of the Twenty Grand portfolio at his fingertips, bar chef and consultant Giovanni Lopes was inspired to create takes on classic cocktails that showcase the brand’s quality and versatility. Here, the 1920’s Grand Cosmo and A Sidecar Named Desire feature the Twenty Grand Vodka Infused Cognac.

1920’s Grand Cosmo

2 oz. Twenty Grand Vodka Infused Cognac
4 fresh raspberries
¼ oz. complex syrup*
½ oz. triple sec
Dash of orange bitters

A Sidecar Named Desire
2 oz. Twenty Grand Vodka Infused Cognac
¾ oz. fresh lemon juice
¾ oz. Carpano Antica
½ oz. triple sec
¼ oz. complex syrup*

*Lopes’ proprietary complex syrup is so-called “because there’s nothing simple about it,” he says. A top-secret take on the classic sweetening agent that includes vanilla beans, peppercorns and Bay leaves, among other ingredients, complex syrup is missing one standard ingredient: water. “I use something else that’s secret—and healthy!” says Lopes.
 


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