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.