The American Mixologist Online® Newsletter Vol. 16, No. 5 All Rights Reserved
Drinks

Vodka has captured the country’s collective imagination. Its sales continue at a record pace, now accounting for 25% of all distilled spirits sold in the United States. The vodka category grew 6.8% last year alone and industry prognosticators expect this upward spiral to continue at least through 2007.

Yet few things sell themselves and vodka is hardly an exception. While it remains America’s preferred spirit, little has been done to debunk the widely held misconception that all vodkas are essentially the same. Educating the American palate is difficult to do when vodka is typically mixed with every combination of juice and mixer behind the bar.

With the world’s finest vodkas perched on the back bar, what you need is a plan on how to market to vodka-craving guests. The essential first step is educating your staff, the basic theme of which is that great vodkas are not created equally. Impress upon them the subtle yet noticeable differences between the various brands and what makes them worth their elevated price tags. Help them distinguish between the vodkas that have a discernible taste and those that are neutral. This knowledge will enable the staff to make appropriate recommendations to the clientele.

Next conduct a horizontal tasting for your guests. Make a night of it. Start by sampling the neutral vodkas first and work your way to those with intrinsic flavor. Finish the tasting with fruit-infused vodkas, such as Absolut Kurant, Stolichnaya Ohranj, Van Gogh Melon, Ketel One Citroen, to mention but a few.

Educate your guests on how to identify each spirit’s individual character —aroma, taste, body and finish. Most people will likely be amazed that there is such a wide range of characteristics between various top-shelf brands. Serve the vodkas chilled, but take care not to serve them too cold. Like wine, the colder the vodka, the narrower its taste profile and the less likely your guests will perceive the nuances in their styles.
"The best way to get people familiar with the different types of vodkas, however, is to create a compelling beverage program that features various super-premium brands in signature cocktails," contends Kellyann MacLean, brand manager for Stolichnaya. "While aficionados will sample vodkas side by side, most guests like to drink their vodkas mixed. The growing trend of promoting specialty cocktails allows people an excellent opportunity to enjoy different vodkas steeped with a huge array of brilliant flavors."

With some notable exceptions, master mixologists today seemingly prefer formulating cocktails with four (or more) ingredients. The additional splash, dash or float of a juice or liqueur is often the masterstroke that propels their concoctions into the divine range.

To illustrate the point, MacLean cites the SEXUAL CHOCOLATE MARTINI, an indulgent specialty of the Burbank Bar & Grill that combines Stoli Razberi Vodka, Godiva White Chocolate Liqueur and Baileys Irish Cream, and the KUMQUATINI, one of the signature cocktails of the City Hall Restaurant in New York, which features 2 oz. Stoli Ohranj, 1 oz. Stoli Vanil, 1 oz. Cointreau, a splash of orange juice and a kumquat garnish.
"We used to serve primarily beer and food in our restaurant," says Sid Rognoni, bar/restaurant manager of Mark & Monica’s Sports Grill & Pizza in Granite Bay, California. "Last summer we rolled out a bar menu, began holding customer sampling events and our spirits sales have increased dramatically as a result. The Stoli Around the World is still our most frequently requested drink."

On the charts with a bullet, STOLI AROUND THE WORLD is made with a 1/2-ounce portion of each of Stolichnaya’s seven flavored vodkas, cranberry and pineapple juice and lemon-lime soda. The concoction is shaken over ice and typically served straight up as a cocktail.

Martinis Rock On
If you’re in the market to promote a proven contender, consider the award-winning PINEAPPLE UPSIDE-DOWN MARTINI. Created by bartenders Hector Ortega and Daniel Faust for the Rickshaw Far East Bistro, the libation edged out the field at Houston’s Best Martini Competition sponsored by the Texas Restaurant Association. The cocktail is made with a 2-ounce portion of pineapple- and vanilla-infused vodka, 1/2 oz. grenadine and 3 oz. pineapple juice.

Ketel One Vodka arrived in the United States and embarked on a strategy of discovery marketing, one that focused on getting bartenders, restaurateurs and consumers to discover the brand. According to Bill Eldien, president of Nolet Spirits U.S.A, "We began selling our product by promoting the Ultimate Martini, a cocktail that consists of Ketel One Vodka and Tomolives. While we believe this is the best way to enjoy the product in its most simple form, we have also started mixing Ketel One Vodka and Ketel One Citroen with a variety of mixers to address the current trends and flavors. Bottom line, we believe that Ketel One enhances the overall flavor of any cocktail and look to adapt the recipe based on each consumer’s individual palate."

Lola’s in West Hollywood, California, is famous in part as the originator of the now universally popular APPLE MARTINI. "The classic cocktail appeals to all types of people," states beverage manager Greg Huebner. "We haven’t changed the recipe since we debuted the specialty 8 years ago. We still make it with Ketel One Vodka, DeKuyper Sour Apple Pucker and a splash of sweet ‘n’ sour. The drink has become an institution here."

Ketel One is also the featured performer in the WHITE COSMOPOLITAN, a variation on convention made with the use of white cranberry juice, and the KEY LIME PIE MARTINI, a savory concoction constructed with Ketel One Citroen, Monin Key Lime Syrup, limeade, fresh lime juice and a splash of half & half cream.
Currently in vogue are cocktails made with pomegranate juice. Ketel One’s "Ultimate Collection" contains two recipes showcasing the tangy, flavorful juice. The ULTIMATE VELVET MARTINI is made with Ketel One Vodka, Cointreau, sweet & sour and pomegranate juice, while the ULTIMATE POMEGRANATE MARTINI features Ketel One Citroen, pomegranate juice and a splash of sweet ‘n’ sour.

At Villa Piacere in Woodland Hills, California, the specialty of the house is the CARAMEL APPLE MARTINI, the lip-smacking combination of Absolut Vodka, sweet ‘n’ sour and butterscotch syrup. If you find yourself on the opposite coast, head toward Beacon Restaurant in New York City, where chef/owner Waldy Malouf has created his own version of the KEY LIME MARTINI. The signature cocktail is made with 1 1/2 oz. Absolut Vanilia, 3/4 oz. fresh key lime juice, 1/2 oz. simple syrup and an ounce of pineapple juice.

Wolfgang Puck’s latest restaurant concept is Vert, which is located in Hollywood next to the celebrated Kodak Theatre, home of the Oscars. One of the popular signature drinks is the GRAPETINI, an upscale, summer-oriented cocktail made with Cîroc Snap Frost Vodka, white grape juice and a healthy dose of Moët & Chandon Champagne. Cîroc Snap Frost Vodka is a French super-premium made entirely from grape varietals and distilled five times in traditional copper pot stills.

Just off the Sunset Strip is the hip Falcon Restaurant, where celebrities and average folk rub elbows and live the good life. There the specialty of the house is the BARDOT MARTINI, a sultry number made up of Cîroc Vodka, orange juice, a splash of Grand Marnier and 7up with an orange twist garnish.

Falcon bar manager Jason Shopay favors Cîroc Vodka. "It’s become a favorite at our bar and its unique character is perfectly suited for use in cocktails such as the Bardot Martini."

Vodka Kicks Out the Stops
While the martini remains the king of cocktails, there are sufficient heirs to the throne should trends change. One company that actively promotes the versatility of vodka is the Dutch import Van Gogh, whose portfolio of flavored vodkas now numbers nine with the recent release of Van Gogh Melon, Raspberry and Pineapple.
At Bacchus Nibble in Kildeer, Illinois, bar manager Katie Mrvicka has turned heads and slaked the city’s thirst with a specialty she dubbed the SUMMER CITRUS COCKTAIL. It features equal parts of Van Gogh Pineapple, Melon and Coconut vodkas, 1/2 oz. Midori, splash of grenadine and 2 ounces of pineapple juice.
Jackson’s Bistro is a popular watering hole in Tampa. Their signature drinks are huge draws and include the HAWAIIAN COSMO, a luscious cocktail made with Van Gogh Pineapple Vodka, Cointreau, cranberry juice and pineapple juice, and the METROPOLITAN, which is constructed with Van Gogh Raspberry, Cointreau and a measure of Chambord. According to resident mixologists Jimmy Z, also high on their hit parade is the CHOCOLATE LOVER’S COCKTAIL. Not surprising, it’s made with Van Gogh Dutch Chocolate and Vanilla vodkas, dark crème de cacao and a rim of chocolate.

Recently released Skyy Melon Vodka has found its niche in Boston’s Mistral Restaurant. While looking to create new and vibrant house specialty drinks, the bartending staff at Mistral devised two variations of the famed Mojito. The MELON MANGO MOJITO is made with Skyy Melon Vodka, Melon Frujá Exotic Liqueur, a splash of orange juice and mint sprigs. The MISTRAL MELON MOJITO features Skyy Melon and ginger ale.
"While an outstanding drink, the Mojito has become somewhat over-promoted and a bit tired," observes Mistral GM Mark D’Alessandro. "We wanted to come up with drinks that are fresh and dynamic, cocktails that exist outside the box. Judging from the rave reviews our new Mojitos are receiving, I think our bartenders achieved their goal."

Bacardi recently entered the super-premium category with the release of Türi Estonia Vodka. To support the introduction the company enlisted the services of cocktail guru George DelGado. As usual, his creations have made a splash, a repertoire that includes the KOHV COCKTAIL, an eye-opening offering made with Türi Vodka, black coffee, skim milk, hazelnut syrup and a garnish of sliced almonds and coffee beans, and the TÜRI EXPLORER, an innovative cocktail that combines Türi Vodka, 1 1/2 tablespoons of clover honey and fresh lemon juice.

Inspired yet? Few liquid masterpieces have been devised in a vacuum, so get your staff and clientele involved in the creative process. Once the winning concoctions have been crafted, don’t keep their existence a secret. Great drinks are meant to be shared.

Vodka in the Limelight
If you’re looking for some inspiration to get the old creative juices flowing, try these vodka specialties on for size. They’re field-tested and ready to wear. — RP

The recipes below are excerpted from the latest edition of "The Original Guide to American Cocktails and Drinks" by Robert Plotkin.

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