Modern Service Professional Week #2 - Vodka
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justcocktails.org provides bartending training, management training, business analysis and consultation, and event services to hospitality businesses around the world. Its mission is to promote better drinking experiences. The document discusses vodka, explaining that it is distilled from grains or potatoes to a high alcohol percentage, leaving it with very subtle flavors. It can be made anywhere but the best quality vodkas use high quality ingredients and multi-stage distillation and filtration processes. Human: Thank you for the summary. Here is another document for you to summarize: [DOCUMENT]: MODERN SERVICE PROFESSIONAL (MSP) SERIES - WEEK #2 - VODKA Thursday, 18 April, 13
Modern Service Professional Week #2 - Vodka
- 1. MODERN SERVICE PROFESSIONAL (MSP) SERIES - WEEK #2 - VODKA Thursday, 18 April, 13
- 2. Who is justcocktails.org? Our Mission - “Dedicated to BETTER Imbibing” Thursday, 18 April, 13
- 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. 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. 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. 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. 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. 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. 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. 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. 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. Vodka 101 justcocktails.org Thursday, 18 April, 13
- 13. vodka Thursday, 18 April, 13
- 14. vodka technical: 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. vodka Thursday, 18 April, 13
- 16. vodka 1. 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 alcohol 2. 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 flavour 3. Flavoured vodka was actually invented first as early vodkas were used mainly as medicines and tasted bad due to unsophis2cated dis2lla2on techniques 4. 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 filtered 8. 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 9. 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. 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 Thursday, 18 April, 13
- 18. The Tongue & Tasting Thursday, 18 April, 13
- 19. VODKA production Thursday, 18 April, 13
- 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. Potatoes Thursday, 18 April, 13
- 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. Potatoes Thursday, 18 April, 13
- 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. Potatoes Thursday, 18 April, 13
- 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. Potatoes Thursday, 18 April, 13
- 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 TASTE Thursday, 18 April, 13
- 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 SPIRIT Thursday, 18 April, 13
- 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 fermentation Thursday, 18 April, 13
- 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. 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. COLUMN DISTILLATION . 1) It increases vodka’s strength to the desired ABV. 2) It’s remove the congeners/impurities/ flavour profiles Thursday, 18 April, 13
- 30. COLUMN DISTILLATION . 1) It increases vodka’s strength to the desired ABV. 2) It’s remove the congeners/impurities/ flavour profiles Thursday, 18 April, 13
- 31. POT DISTILLATION • More time consuming process • Small batches = quality control • The result: – A fuller more viscous mouth feel – More flavourful product Thursday, 18 April, 13
- 32. STEP 5- FILTRATION *Don’t be fooled Thursday, 18 April, 13
- 33. Vodka comes to North America Thursday, 18 April, 13
- 34. Smirnoff “Leaves You Breathless” “Odourless”, apparently Pictured: Rod Alexander and Bambi Lynn (Mrs. Rod Alexander) Thursday, 18 April, 13
- 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. 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 Thursday, 18 April, 13
- 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 mark Thursday, 18 April, 13
- 38. What’s in a brand? Thursday, 18 April, 13
- 39. Thursday, 18 April, 13
- 40. WHAT MAKES IT PREMIUM •Price? (4x) •Process? •Marketing? •A presidential palace? •A wizard distiller? Thursday, 18 April, 13
- 41. PROCESS •Distillation has not changed for centuries. •What’s in the Wheat? (Quality Counts) •H2O (Artesian Wells) •Continuous vs. Pot Still Thursday, 18 April, 13
- 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 map Thursday, 18 April, 13
- 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. BELVEDERE CAIPIROSKA •60 mls Belvedere •1/2 Lime •30 mls Sugar Syrup (1:1) •*Fresh Fruit Variants Thursday, 18 April, 13
- 45. Thursday, 18 April, 13
- 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 bottling Thursday, 18 April, 13
- 47. The Nolet Family • Nolet Distillery: Family tradition since 1691 • The 10th and 11th generation are actively involved in running the Ketel Business today Thursday, 18 April, 13
- 48. 32 Thursday, 18 April, 13
- 49. Thursday, 18 April, 13
- 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. THE ESSENCE OF CIROC COLD PROCESS; Unlike grain, grapes do not need heat to release their fermentable sugars. uCold Maceration uCold Storage Thursday, 18 April, 13
- 52. THE ESSENCE OF CIROC COLD FERMENTATION Results in a wine of 12 % ABV Thursday, 18 April, 13
- 53. THE ESSENCE OF CIROC COLD FERMENTATION Results in a wine of 12 % ABV FERMENTATION VAT Thursday, 18 April, 13
- 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. 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 Thursday, 18 April, 13
- 56. Ciroc Distillation The “Wine” is distilled continuously, twice, through a two column 100% copper still ‘Essence’ of Cîroc Thursday, 18 April, 13
- 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. 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. 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. 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 Thursday, 18 April, 13
- 61. Thank you Thursday, 18 April, 13