By Deborah Jackson, editor National Liquor News
Australian owned boutique spirits sales and marketing company, Artisan Spirit Merchants (ASM) has released a new ultra-premium vodka in Australia, VDKA 6100.
Actor Robert De Niro helped with the design, packaging, branding and positioning of VDKA 6100. It originally launched to critical acclaim and exceptional sales in New York, New Jersey and Florida 18 months ago.
VDKA 6100 is sourced from the pristine natural environment of Reporoa on New Zealand’s North Island near Lake Taupo in the Bay of Plenty Region. It is fermented using fresh seasonal whey and a strain of yeast that has been hand cultivated in Reporoa for more than 30 years.
It is then finely distilled and filtered through a complex filtration system that includes carbon dosing and carbon rockets to strip out any remaining impurities. It's finished by blending with natural New Zealand spring water to deliver a crisp clean taste.
The result is a smooth, elegant and distinctive vodka with a luxurious mouth feel and hints of citrus and pepper.
Nick Mann, general manager of ASM said the secret to VDKA 6100 is its source in New Zealand.
"New Zealand is one of the most pure places on earth. Isolated out in the South Pacific, it is pristine and relatively untouched by pollution. This makes it the perfect place to source a great vodka and pure spring water.
"From a branding perspective, VDKA 6100 is elegant and understated. Fastidious attention has been paid to every detail from the vodka itself to the packaging and the branding. We believe that a brand does not need to shout to express luxury. We have a great product and we hope that consumers will do the shouting for us.
"The packaging, the label and the bottle, were designed in New York by a renowned designer Joe Ducet. Australian bred independent advertising agency Cummins&Partners New York has helped with the advertising and consumer messaging. We are very lucky to have been able to work with such talented people on this project.”
VDKA 6100 is gluten free, sugar free and lactose free. It is available nationally through all channels in 750ml bottles for RRP $69 and 1L bottles for RRP $85 at 40 per cent ABV.