50 million cases can't be wrong
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CAN’T BE WRONG!
“Vodka is only drunk for a reason, and if you have a bottle of vodka you’ll always find a reason!”
50 MILLION CASES
192 Million# of 9 Liter distilled spirits cases sold in the
US 2011
50 MILLION CASES
192. 7 Million# of 9 Liter distilled spirits cases sold in the
US 2011
$65.8 Billion DollarsCombined dollar total for on and off premise
sales
50 MILLION CASES 61.9 Million
50 MILLION CASES 61.9 Million
# of 9 liter vodka cases sold in the US
50 MILLION CASES 61.9 Million
# OF 9 liter vodka CASES SOLD IN THE US150 plus vodka brands sold
50 MILLION CASES 61.9 Million
# OF 9 liter vodka CASES SOLD IN THE US150 plus vodka brands sold 1 out of every 4 bottles sold
.
50 MILLION CASES 61.9 Million
# OF 9 liter vodka CASES SOLD IN THE US150 plus vodka brands sold 1 out of every 4 bottles sold
Vodka now represents 32.1% of all spirits consumed in the U.S.
50 MILLION CASES25. 5 million
# 9 liter Rum cases sold
50 MILLION CASES25. 5 million
# 9 liter Rum cases sold20.5 million
# 9 liter American Whisky cases sold
50 MILLION CASES25. 5 million
# 9 liter Rum cases sold20.5 million
# 9 liter American Whisky cases sold11.9 million
# of Tequila cases sold
50 MILLION CASES25. 5 million
# 9 liter Rum cases sold20.5 million
# 9 liter American Whisky cases sold11.9 million
# of Tequila cases sold11.9 million
# 9 liter of Gin cases sold
GRAPE BEGININGS
SO IT BEGINS….
The year is 4,000 BCE the only thing to drink is beer, mead and wine
Happy accidents..Limited inside storage
Booze was low in alcohol
Happy Accidents
Frozen Distillation
Happy Accidents
20
THE POT STILL ARRIVES
VODKA HISTORY
1405 the word vodka was documented “Woda appears in a polish document”
Drank for medicinal purposes only
VODABURNT WINEBREAD WINE
BURNING WINEBITTER WINE
VODABURNT WINEBREAD WINE
BURNING WINEBITTER WINE
ALL THOUGHT TO BETHE DECENDANTSOF “AQUA VITAE”INTRODUCED TO
RUSSIAIN THE 15TH CENTURY
RUSSIA’S VODKA HISTORY
16th century vodka production in full swing
RUSSIA’S VODKA HISTORY
16th century vodka production in full swing
Vodka- GovernmentMonopoly
RUSSIA’S VODKA HISTORY
16th century vodka production in full swing
Vodka- GovernmentMonopoly
Tsar Kabak’s established
Social values decline
RUSSIA’S VODKA HISTORY
16th Century-Peter the Great
RUSSIA’S VODKA HISTORY
16th Century-Peter the Great
The dynasty of “Vodka Kings” begins
RUSSIA’S VODKA HISTORY
16th Century-Peter the Great
The dynasty of “Vodka Kings” begins
Vodka becomes the drink of the noble
"The sober man thinks what the drunkard says". Russia Proverb
RUSSIA’S VODKA HISTORY
Aristocrats and nobility gain the exclusive right to produce and sell vodka
Catherine the Second
RUSSIA’S VODKA HISTORY
Aristocrats and nobility gain the exclusive right to produce and sell vodka
17th Century- vodka climbs the social scaled
Catherine the Second
RUSSIA’S VODKA HISTORY
Aristocrats and nobility gain the exclusive right to produce and sell vodka
17th Century- vodka climbs the social scaled
Quality increases but there is no consistency
Catherine the Second
VODKA ADVANCES
RUSSIA’S VODKA HISTORY
19th century: vodka is very profitable deal for the aristocracy
1860’s:Over 5,000 producers
Over 1,000 vodka’s in the market
RUSSIA’S VODKA HISTORY
Dmitry Mendeleev: Russian scientist, credited with the creator of the first version of periodic table
More widely known Father of modern day Vodka
In 1894 he discovered that the 60% water-40% alcohol mixture was the most homogeneous
1860's Smirnov distillery opened in Moscow, Trading House of PA Smirnov.
1860's Smirnov distillery opened in Moscow, Trading House of PA Smirnov.
1870's Andrew Albanov, a chemist, discovered the absorption qualities of charcoal.
1860's Smirnov distillery opened in Moscow, Trading House of PA Smirnov.
1870's Andrew Albanov, a chemist, discovered the absorption qualities of charcoal.
1886 Smirnoff was issued royal warrant that made it the official vodka of the Tsars.
VODKA COMES TO AMERICA1917 Russian Revolution, the Bolsheviks
confiscated all private industry in Moscow
VODKA COMES TO AMERICA1917 Russian Revolution, the Bolsheviks
confiscated all private industry in Moscow
1920's Smirnov’s flee Russia
VODKA COMES TO AMERICA1917 Russian Revolution, the Bolsheviks
confiscated all private industry in Moscow
1920's Smirnov’s flee Russia
Late 1920’s Vladimir Smirnoff meet Rudolf Kunett, a native Russian
VODKA COMES TO AMERICA1917 Russian Revolution, the Bolsheviks
confiscated all private industry in Moscow
1920's Smirnov’s flee Russia
Late 1920’s Vladimir Smirnoff meet Rudolf Kunett, a native Russian
1930 Smirnoff launches in the US
VODKA COMES TO AMERICA
VODKA COMES TO AMERICAJohn Martin promotes Smirnoff in four
cocktails: Screwdriver, The Martini, Bloody Mary and the Moscow Mule
Moscow Mule
THE MAGIC OF ADVERTISING
SMIRNOFF LEAVES YOU BREATHLESS
SMIRNOFF LEAVES YOU BREATHLESS
SMIRNOFF LEAVES YOU BREATHLESS
SMIRNOFF LEAVES YOU BREATHLESS
US INVASION1964- Stolichnaya –is the first imported vodka
US INVASION1964- Stolichnaya –is the first imported vodka
1967- vodka sales surpass the sales of Gin and American Whisky combined
US INVASION1964- Stolichnaya –is the first imported vodka
1967- vodka sales surpass the sales of Gin and American Whisky combined
1978- Russia shoot down the Korean airplane. Russian vodka sales plummet
US INVASION1964- Stolichnaya –is the first imported vodka
1967- vodka sales surpass the sales of Gin and American Whisky combined
1978- Russia shoot down the Korean airplane. Russian vodka sales plummet
1980 Absolute takes over
US FLAVOR INVASION1986- Stoli launches the first flavored vodka-Limonaya
US FLAVOR INVASION1986- Stoli launches the first flavored vodka-Limonaya
1986- Absolute launches- PEPPAR
US FLAVOR INVASION1986- Stoli launches the first flavored vodka-Limonaya
1986- Absolute launches- PEPPAR
1988- Absolute launches follows suite with Citron
US FLAVOR INVASION
SUPER PREMIUM1997-Super Premiums enter the market place
Belvedere
Grey Goose
ChopinAverage cost $ 35-$45
SUPER PREMIUM
Super-premiums account for only 23% of vodka sales by volume, yet constitute 44% of revenue, or $1.3 billion per year
TIPPING POINT
2003- CIROC VODKA LAUNCHES
VERMOUNT GOLD
3 VODKA
50 MILLION CASESWHY?
AVERAGE COST TO MAKE VODKA
$1.99
IS THERE A DIFFERENCE?
Laws for Vodka
Vodka is made by the distillation of fermented substances such as grain,
potatoes, fruits etc.Basically any natural substance
containing a fermentable starch and or sugar
can be made into vodka
Laws for Vodka
It must be distilled to neutral= 190 proof
Laws for Vodka
It must be distilled to neutral= 190 proof
The European Union : minimum of 37.5% ABV for any "European vodka" to be named as such.
Laws for Vodka
It must be distilled to neutral= 190 proof
The European Union : minimum of 37.5% ABV for any "European vodka" to be named as such.
United States must have an alcoholic content of 40% or more
50 MIILLION CASESIT COMES DOWN TO THESE 4 FACTORS
RAW MATERIAL
50 MIILLION CASESIT COMES DOWN TO THESE 4 FACTORS
RAW MATERIAL
WATER
50 MIILLION CASESIT COMES DOWN TO THESE 4 FACTORS
RAW MATERIAL
WATER
DISTILLATION
50 MIILLION CASESIT COMES DOWN TO THESE 4 FACTORS
RAW MATERIAL
WATER
DISTILLATION
FILTRATION
RAW MATERIALS=FLAVOR PROFILE
WHEATAniseed Flavor
RYENutty Rye Bread
BARLEYLightly Nutty
Spicy Sweetness
SUGAR BEET/SUGAR CANE/MOLASSESSweetness
CORNButtery
POTATOESweet, Vegetal
GRAPESCitrus
ALCHOHOL YIELD’STHE RESULTANT YIELDS ALSO
VARY GREATLY, AFFECTING THE FINAL PRICE OF VODKAS.
• 100KG OF POTATOES YIELDS APPROX 10L OF SPIRIT
ALCHOHOL YIELD’STHE 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
ALCHOHOL YIELD’STHE 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
ALCHOHOL YIELD’STHE 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
STEP 2 -FERMENTATION
SIMPLE DEFINITION: THE PROCESSOF CONVERTING
SUGAR TO ALCHOL AND CO2
GRAIN FERMENTATION
Starts with Beer
GRAPE FERMENTATION
STARTS WITH WINE
Step 3- WATER
STEP 4-DISTILLATION. • DISTILLATION ACHIEVES 2
THINGS:
• BRINGS THE VODKA’S STRENGTH TO THE DESIRED ALCOHOLIC PERCENTAGE
• REMOVES IMPURITIES
POT VS CONTINUOUS
STEP 5- FILTRATION
FLAVORING VODKA. Method One: Essential oils
FLAVORED VODKA. Method One: Essential oils
Method Two: Maceration
FLAVORED VODKA. Method One: Essential oils
Method Two: Maceration
Method Three: Synthetic essences
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
Raw material
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
Raw material
Fermentation
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
Raw material
Fermentation
Water
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
Raw material
Fermentation
Water
Distillation method
TASTING AND THE FOUR F’SVODKA’S KEY INFLUENCES
Raw material
Fermentation
Water
Distillation method
Filtration
TASTING AND THE FOUR F’SFragrance: Odour, scent or perfume.
What does it smell of?
TASTING AND THE FOUR F’S
Fragrance: Odour, scent or perfume. What does it smell of?
Flavour: The sensory reaction to a stimulus in the mouth. What does it taste of?
It should taste like the ingredients used bread dough, grain, nuttiness, minerals, grapes etc.
TASTING AND THE FOUR F’SFeel: The physical impression of a liquid
in the mouth. How does it feel in your mouth? Is it thin, mouth coating, smooth?It should silky, clean, smooth, gentle, oily, full,
rich, creamy
TASTING AND THE FOUR F’SFeel: The physical impression of a liquid
in the mouth. How does it feel in your mouth? Is it thin, mouth coating, smooth?It should silky, clean, smooth, gentle, oily, full,
rich, creamy
Finish: The sensation remaining in the mouth and throat having swallowed vodka. What are you left with?Velvety, bitter, clean, spicy
Tasting
RAW MATERIALS=FLAVOR PROFILE
WHEATAniseed Flavor
RYENutty Rye Bread
BARLEYLightly Nutty
Spicy Sweetness
SUGAR BEET/SUGAR CANE/MOLASSESSweetness
CORNButtery
POTATOESweet, Vegetal
GRAPESCitrus
Tasting OrderAbsolute: Wheat vodka from Sweden-
Continuous Distilled
Tasting OrderAbsolute: Wheat vodka from Sweden-
Continuous Distilled
• Ketel One: Wheat vodka from Holland- Continuous Distilled and Pot Distilled
Tasting OrderAbsolute: Wheat vodka from Sweden-
Continuous Distilled
• Ketel One: Wheat vodka from Holland- Continuous Distilled and Pot Distilled
Belvedere: Rye from Poland Continuous Distilled
Tasting OrderAbsolute: Wheat vodka from Sweden-
Continuous Distilled
• Ketel One: Wheat vodka from Holland- Continuous Distilled and Pot Distilled
Belvedere: Rye from Poland Continuous Distilled
Chopin: Potato from Poland Continuous Distilled
Tasting OrderAbsolute: Wheat vodka from Sweden-
Continuous Distilled
• Ketel One: Wheat vodka from Holland- Continuous Distilled and Pot Distilled
Belvedere: Rye from Poland Continuous Distilled
Chopin: Potato from Poland Continuous Distilled
Ciroc: Grapes from France Continuous and Pot Distilled
KETEL CITREON6 Citrus fruits
2 varieties Sicilian lemons1 lemon from Spain1 lemon from Guinea2 limes from West Africa
Essential oils are extracted Perfume house in Grasse,France
Ketel one vodka is infused then rested for 24hrs to marry
Ketel Oranje
The oranges are Valencia's from Florida and Brazil and Mandarins from Italy.
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