Russian Vodka Hit Hard With Criticism
Who would have thought that a Russian vodka brand would be panned so brutally? Even when it was launched, “Stoli’s Salted Karamel Vodka”, the second in this brand’s unique line of authentic flavored vodkas, there was no anticipation of any upheaval, except for a positive one. However, all that has gone down the drain now that people who have tasted it are sending brickbats its way.
The Salted Caramel Vodka
Not to delve upon the clever spelling adopted by the brand, this salted caramel vodka seems to have hit a saturation point, although not of its own making! It is a universally accepted fact that salted caramel is the best example of salt-sweet combination but you also know that this combination has been done to death already. The official release describes the vodka as, “On the mouth, consumers will enjoy sweet caramelized sugar and soft English toffee, balanced with a light saltiness that draws out the caramel for a creamy-silky textured mouth-feel.” The Salted Karamel vodka is available in bottle sizes 50ml to 1.75l and is priced in the range of $2.49 to S41.49. The Stoli vodka joins an impressive portfolio of vodka flavors such as “Chocolat Razberi, Wild Cherri, White Pomegranik, Ohranj, Cranberi, Blueberi, Vanil, Citros, Peachik, Strasberi, Gala Applik, Razberi, and Hot and Sticki.” The wide variety of flavors only goes on to prove that the flavored vodka is the latest fad in town.
Just as the vodka hit the market shelves, the Twitter world was abuzz with nasty remarks hitting here and there. Some of the remarks were aimed at the deliberate ‘K’ for caramel while others could not believe that someone had actually launched a salted caramel flavor in vodka. One tweet read, “Come on, Fake Russians. You can do better:” while another read, “I swear to god there is an email in my inbox announcing that Stoli now has a Salted Karamel flavor. Their spelling.” A thid one read, “The newly-announced existence of Stoli’s salted caramel vodka indicates that basically the entire concept of food has jumped the shark.”
The Company Opinion
Far from the criticism, the company is all praise for its new vodka as Lisa Pfenning, category director for William Grant & Sons Stolichnaya, said, “Next to chocolate, market research has shown that caramel is the most popular indulgent flavor offering and that savory flavor combinations are currently one of the fastest growing trends.” She further adds, “The exciting launch of Stoli Salted Karamel will be supported via targeted media buys in key markets and the flavor will be brought to life via unique sampling events at key on-and-off premise accounts featuring a variety of signature cocktails and shots.”
While salted caramel in itself is a very popular flavor, but necessarily, not in vodka. Now you all know how Russians treat their vodka, with love and reverence. Wish the Stoli brand did the same for its flavors too.
Image Courtesy: thedrinksbusiness