| Q: | How is Silk Vodka a “naturally smooth” vodka? |
| A: |
The U.S. government may classify vodka as “odorless, colorless and tasteless,”
but consumers know otherwise. Often, it is filtration that differentiates and
defines vodkas. Silk Vodka is progressively filtered through layers of quartz
crystals sourced from the Crimean peninsula to remove microscopic impurities
and polish its smooth taste and clean finish.
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| Q: | What makes Silk Vodka the “Silk Vodka,” as stated in your advertising? |
| A: |
In testing among U.S. consumers, their overwhelming impression of Silk Vodka
was “smooth.” You may know smooth when you experience it, but smooth is a
difficult concept to communicate. As such, we use silk in our marketing materials - both visually and in text to connote the texture, sensuality and luxury of Silk Vodka.
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| Q: | When will Silk Vodka be available? |
| A: |
Launching internationally in Poland, Russia and the UK, Silk Vodka initially will be launched in September 2006 in seven metro areas that account for more than half of all U.S. super-premium vodkas sales – New York, Los Angeles, Chicago, Boston, Miami, San Francisco and Dallas. Subsequently, the brand will roll out into national distribution, as part of an aggressive global expansion planned by Soyuz-Victan, producer of Silk Vodka, the world’s third largest vodka supplier and fastest growing spirits marketer in the world.
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| Q: | Is this just a test (why only seven cities)? |
| A: |
This is the international launch of a new brand, in the United States. It will debut in seven major U.S. cities and roll-out nationally in the U.S. after that. Given the competitive nature of the vodka market, Soyuz-Victan is determined to build the market for Silk Vodka the right way – by partnering with bars and clubs whose clientele consumer super-premium vodka and providing opportunities for these consumers to discover the brand’s natural smoothness for themselves. Leveraging a unique, consumer interaction concept, Silk Vodka will help drive business, creating a “win-win-win” situation for the brand, for key accounts and for consumers.
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| Q: | Who is the target consumer? |
| A: |
Silk Vodka will appeal to those who appreciate the finer things in life – products
that not only are new and different, but also demonstrably better and that fit their
lifestyle. Any brand can make up its own history, invent a recipe and put on the
packaging bling, but ultimately consumers must feel comfortable with the brand
… primarily its taste, but also its values.
For consumers who have sampled Russian vodka before and found it to be hot and harsh, Silk Vodka will be a pleasant and substantial change with its naturally smooth taste and clean finish.
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| Q: | What is the liquid profile? |
| A: |
When you think about Russian vodka, most people will conjure the image of a classically structured spirit with a lean, yet muscular body, a discernible nose and a palate offering waves and waves of flavor. While Silk Vodka matches the profile, it does so with great sophistication and finesse. The vodka is crystal clear with a silky smooth texture and featherweight body. The aroma of sweet grain highlights its generous, pleasant bouquet. The fun really begins though when it fills the mouth with delectable grain and malty flavors that persist long into the flawless finish. Now here’s a vodka worthy of hoarding from your friends.
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| Q: | I’m confused – is Silk Vodka from Russia or the Ukraine? |
| A: |
Silk Vodka is produced by Soyuz-Victan Group of Communities, a Ukraine-based company that is the third-largest drinks marketer in the world and the largest vodka producer in Russia. Soyuz-Victan produces thee major vodka brands – SV, Medoff and Mernaya – from its facilities near Moscow in Russia and in Kiev and Simferopol in the Ukraine. All Silk Vodka is produced in the Moscow facility. Soyuz-Victan also produces wines and brandies for domestic and international consumption.
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| Q: | Please explain why this product is “crafted” specifically for the USA? |
| A: |
The simple answer is that Silk Vodka is not produced specifically for any single
market. In point of fact, the distillation of vodka is an art, not a chemistry lesson,
and there are many ways to make and differentiate vodka. It is up to consumers
to determine which vodkas best suit their palates. The recipe for Silk Vodka
places a premium on smoothness in taste and texture, which meets the
expectations of many American consumers and yet which happens to run counter
to most Russian vodkas on the market in the USA. In short, Silk Vodka is an
international, super-premium spirit that appeals to consumers desiring a naturally
smooth vodka.
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