Modern Service Professional Week #2 - Vodka

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A quick look to inspire you into the world of "little water".

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Modern Service Professional Week #2 - Vodka

  1. 1. MODERN SERVICE PROFESSIONAL (MSP) SERIES - WEEK #2 - VODKAThursday, 18 April, 13
  2. 2. Who is justcocktails.org? Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  3. 3. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  4. 4. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  5. 5. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  6. 6. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  7. 7. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation ➡ Events Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  8. 8. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation ➡ Events Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  9. 9. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation ➡ Events Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  10. 10. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation ➡ Events Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  11. 11. Who is justcocktails.org? justcocktails.org works with hospitality business’, hotels, bars, and clubs around the world, helping with: ➡ Bartender & Service Training ➡ Management Training ➡ Analysis and Consultation ➡ Events Our Mission - “Dedicated to BETTER Imbibing”Thursday, 18 April, 13
  12. 12. Vodka 101 justcocktails.orgThursday, 18 April, 13
  13. 13. vodkaThursday, 18 April, 13
  14. 14. 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.Thursday, 18 April, 13
  15. 15. vodkaThursday, 18 April, 13
  16. 16. 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. Thursday, 18 April, 13
  17. 17. 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 indulgenceThursday, 18 April, 13
  18. 18. The Tongue & TastingThursday, 18 April, 13
  19. 19. VODKA productionThursday, 18 April, 13
  20. 20. #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. PotatoesThursday, 18 April, 13
  21. 21. #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. PotatoesThursday, 18 April, 13
  22. 22. #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. PotatoesThursday, 18 April, 13
  23. 23. #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. PotatoesThursday, 18 April, 13
  24. 24. 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 TASTEThursday, 18 April, 13
  25. 25. 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 SPIRITThursday, 18 April, 13
  26. 26. #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 fermentationThursday, 18 April, 13
  27. 27. #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.Thursday, 18 April, 13
  28. 28. 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.Thursday, 18 April, 13
  29. 29. COLUMN DISTILLATION . 1) It increases vodka’s strength to the desired ABV. 2) It’s remove the congeners/impurities/ flavour profilesThursday, 18 April, 13
  30. 30. COLUMN DISTILLATION . 1) It increases vodka’s strength to the desired ABV. 2) It’s remove the congeners/impurities/ flavour profilesThursday, 18 April, 13
  31. 31. POT DISTILLATION • More time consuming process • Small batches = quality control • The result: – A fuller more viscous mouth feel – More flavourful productThursday, 18 April, 13
  32. 32. STEP 5- FILTRATION *Don’t be fooledThursday, 18 April, 13
  33. 33. Vodka comes to North AmericaThursday, 18 April, 13
  34. 34. Smirnoff “Leaves You Breathless” “Odourless”, apparently Pictured: Rod Alexander and Bambi Lynn (Mrs. Rod Alexander) Thursday, 18 April, 13
  35. 35. 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.Thursday, 18 April, 13
  36. 36. 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 markThursday, 18 April, 13
  37. 37. 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 markThursday, 18 April, 13
  38. 38. What’s in a brand?Thursday, 18 April, 13
  39. 39. Thursday, 18 April, 13
  40. 40. WHAT MAKES IT PREMIUM •Price? (4x) •Process? •Marketing? •A presidential palace? •A wizard distiller?Thursday, 18 April, 13
  41. 41. PROCESS •Distillation has not changed for centuries. •What’s in the Wheat? (Quality Counts) •H2O (Artesian Wells) •Continuous vs. Pot StillThursday, 18 April, 13
  42. 42. 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 mapThursday, 18 April, 13
  43. 43. WHAT’S INFUSED? •A Surprising Method •Maceration vs. Cold Compounding •Flavour Essences... •Re-Distillation, why? •To taste, not time...(MM Example)Thursday, 18 April, 13
  44. 44. BELVEDERE CAIPIROSKA •60 mls Belvedere •1/2 Lime •30 mls Sugar Syrup (1:1) •*Fresh Fruit VariantsThursday, 18 April, 13
  45. 45. Thursday, 18 April, 13
  46. 46. 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 bottlingThursday, 18 April, 13
  47. 47. The Nolet Family • Nolet Distillery: Family tradition since 1691 • The 10th and 11th generation are actively involved in running the Ketel Business todayThursday, 18 April, 13
  48. 48. 32Thursday, 18 April, 13
  49. 49. Thursday, 18 April, 13
  50. 50. THE ESSENCE OF CIROC • Many samples of grapes from around France are tasted. • Once chosen the grapes are picked at the peak of ripeness Thursday, 18 April, 13
  51. 51. THE ESSENCE OF CIROC COLD PROCESS; Unlike grain, grapes do not need heat to release their fermentable sugars. uCold Maceration uCold Storage Thursday, 18 April, 13
  52. 52. THE ESSENCE OF CIROC COLD FERMENTATION Results in a wine of 12 % ABVThursday, 18 April, 13
  53. 53. THE ESSENCE OF CIROC COLD FERMENTATION Results in a wine of 12 % ABV FERMENTATION VATThursday, 18 April, 13
  54. 54. 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.Thursday, 18 April, 13
  55. 55. 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 DISTILLERYThursday, 18 April, 13
  56. 56. Ciroc Distillation The “Wine” is distilled continuously, twice, through a two column 100% copper still ‘Essence’ of CîrocThursday, 18 April, 13
  57. 57. 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. .Thursday, 18 April, 13
  58. 58. 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 .Thursday, 18 April, 13
  59. 59. 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.Thursday, 18 April, 13
  60. 60. 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 STILLSThursday, 18 April, 13
  61. 61. Thank youThursday, 18 April, 13

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