modern service professional week #2 - vodka

MODERN SERVICE PROFESSIONAL (MSP)

SERIES - WEEK #2 - VODKA

Thursday, 18 April, 13

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Vodka 101

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vodka


vodkatechnical: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


vodka1. 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 alcohol2. 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 flavour3. Flavoured vodka was actually invented first as early vodkas were used mainly as medicines and tasted bad due to unsophis2cated dis2lla2on techniques4. 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 filtered8. Vodka is now one of the most popular spirits on the planet but less than 70 years ago it was unknown outside

Russia and Poland9. 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 & TastingThursday, 18 April, 13

VODKA production


#1 - RAW MATERIALSThroughout 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


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

#2 - Fermentation


http://en.wikipedia.org/wiki/Sugar

http://en.wikipedia.org/wiki/Sugar

http://en.wikipedia.org/wiki/Ethanol

http://en.wikipedia.org/wiki/Ethanol

#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.


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.

a note on DISTILLATION;


http://en.wikipedia.org/wiki/Separation_process

http://en.wikipedia.org/wiki/Separation_process

http://en.wikipedia.org/wiki/Mixture

http://en.wikipedia.org/wiki/Mixture

http://en.wikipedia.org/wiki/Volatility_%28physics%29

http://en.wikipedia.org/wiki/Volatility_%28physics%29

http://en.wikipedia.org/wiki/Unit_operation

http://en.wikipedia.org/wiki/Unit_operation

http://en.wikipedia.org/wiki/Chemical_reaction

http://en.wikipedia.org/wiki/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


• 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

Vodka in North America


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


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Marketing Routes How to use this map

TV

The Marketing Map

B2B

CM

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B2B CM, Aled House, Lakeside Business Village, St David’s Park, Ewloe, Flintshire. CH5 3XA

[email protected] b2bcm.co.uk 0845 345 0545 twitter.com/b2bcm

twitter.com/TheMMap

The Marketing Map is a tool to help plan your marketing communications strategy. The map isn’t designed to cover every available connection point, instead it provides an overview to help you understand which platforms are most relevant to your business.

If you are unsure where to start then focus on the platforms you currently use and follow their lines to see which other marketing channels are closely related.

Remember, the choice of channels should reflect your communication objectives and the audience you are communicating with.

BILLBOARD

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DATA ENTRY

Created by B2B CM

MARKETING•SUPER Premium•World’s First Acid Etched Bottle•Quadruple Distillation•Dankowski Gold Rye (Bakers)• Polish Pride vs Russian Myth


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


32


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.

uCold Maceration

uCold Storage



COLD FERMENTATION

Results in a wine of 12 % ABV



COLD FERMENTATION

Results in a wine of 12 % ABV FERMENTATION VAT


THE ESSENCE OF CIROC The resultant wine is then transferred to our small family run distillery

deep in the French countryside, for the distillation process.


THE ESSENCE OF CIROC 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

Education

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