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Showing posts with label marketing trends. Show all posts
Showing posts with label marketing trends. Show all posts

New Kansas Whiskey Targets Hipsters With A Non-Redneck / Anti-Geezer Approach.



above image composited by Laura Sweet

If you thought that whiskey drinkers don overalls, sit on the front porch and whittle or wear flannel driving caps and roam the moors, Kansas Clean Distilled Whiskey is attempting to dispel those images with the launch of their new "Spirit Whiskey."



With marketing materials designed for the trendy hipster and a bottle design that sports Aviano Sans Bold as their logotype, they are consciously branding themselves as the new young, modern alternative to old style labels, bottles and traditional Irish, American and Scottish whiskeys.



Fabulous American Beverages (yes, that's FAB), the company behind Kansas Clean Distilled Whiskey, was founded in 2009 by Paul Goldman - a TV commercial director who is an ex Deutsch Creative Director and TBWA copywriter. Goldman's mission was to create whiskey that would appeal equally to men and women who typically enjoy vodka--a new whiskey for the new whiskey drinker. The result is Kansas Clean Distilled Spirit Whiskey, a clean, crisp whiskey that breaks new ground in the whiskey category, both in the way it's created and in its startling approachability.



In the company's words "Kansas is a new whiskey for new whiskey drinkers. It's clean distilled to be light with a crisp finish, so it's incredibly easy to enjoy. It is the only whiskey in existence that appeals in style and taste to women who would otherwise order vodka. And to men who wish to order something far more interesting than vodka with all the attitude of whiskey."




Their Mission is stated as "Taking whiskey out of some cold, wet and damp peat bog and putting it into a hot, wet and damp dance club."







In his rebuttal comment to a negative review of the whiskey on DrinkSpirits, Paul Goldman writes:
"Indeed our marketing makes fun of the stodginess of the entire category of other whiskies (sic). It should. Apart from a recent surge in Irish whiskey, (the result of a considerable spend), Whiskey is flat in sales and has been for 40 years. This has nothing to do with the delicious varieties of available whiskies (sic) and everything to do with their marketing people tripping behind their brands. Its not the liquid’s fault that we see whiskey associated with old things, old labels old style bottles –which keeps the audience for whiskey firmly planted in middle aged men. "

The press release:
Fabulous American Beverages, a new, independent beverage alcohol supplier, today announced the launch of its first brand, Kansas Spirit Whiskey.

Goldman, who has a background in marketing and advertising says: “I was in London at a bar with my wife. She ordered a vodka drink and I suggested she be more daring and order a whiskey. She replied that whiskey was for old men and it wasn’t cool. That was my call to action.”

Kansas Clean Distilled Spirit Whiskey begins with winter wheat which provides a softer alternative to the corn used in most American whiskey. And, unlike many whiskies (sic), Kansas is column distilled rather than pot distilled resulting in a spirit of flawlessly smooth character. The process is completed when this remarkably fresh spirit is married to premium aged whiskey.

Kansas Spirit Whiskey is new category of whiskey in taste as well--a bit of personality, yet enticingly clean and approachable. Goldman adds, “I wanted to get whiskey out of the middle-aged living room and onto the beach and into clubs, which is why Kansas is equally terrific on the rocks and in cocktails—and on any thumping dance floor.”

Kansas Spirit Whiskey launched last September in Kansas and Missouri with Glazer’s as the wholesaler in both markets. Savvy Drinks provides Fabulous American Beverages with brand management, marketing and public relations services. “We have a spectacularly experienced team in place and we’re excited to be with one of the foremost distributors in the country in our very first markets,” said Goldman. Kansas Spirit Whiskey will roll out in select markets over the next 12 months.



"I wanted to get whiskey out of the middle-aged living room and onto the beach and into clubs, which is why Kansas is equally terrific on the rocks and in cocktails—and on any thumping dance floor." - Paul Goldman

The ingredients:


The whiskey begins with amber winter wheat. Unlike most whiskeys made from heavy grains like corn, barley or rye, wheat provides a lightness that gives Kansas its crisp, soft palate.

The distillation process:


They employ a column still. It’s the very same distillation process used in creating the world’s finest vodkas. They then marry this pure, clean distillate to their select, artisanal whiskey.



So, how does it taste? Most well-known liquor blog reviews (Drinkhacker, DrinkSpirits and cocktails365) claim the beverage tastes like a vanilla flavored vodka with a whiskey finish. And I simply must mention Dan Dunn's hilarious post on the drink for Food Republic.


all images courtesy of Kansas Clean Distilled Whiskey, Savvy drinks and Fabulous American Beverages.

But as with all things I write about, I suggest you try it and decide for yourself.

Kansas Clean Distilled Whiskey

Talking Turquoise, Brands Embrace Pantone's 2010 Color Of The Year.




If you haven't heard by now that Pantone® named Turquoise, specifically, PMS 15-5519 Turquoise, their 2010 Color Of The Year, you must be deaf. Or colorblind. Each year, Pantone®, the self-proclaimed global authority on color, chooses a specific hue of color to receive the honor and for 2010, it's the blue-green hue of the Caribbean waters.


above: Antigua

Now, what is a little odd is that Turquoise was a big color for fashion LAST year and many lines have discontinued items in that color for this 2010 year (like Apple, Gucci, Beirn And HeysUSA). Perhaps Pantone was picking up on last year's trends? In any case, some Turquoise colored items in this post may be discontinued or found on sale or on ebay.


above: turquoise earrings from Vivre

Keep in mind that Turquoise varies quite a bit in hue given that it's a subtle and delicate balance between blue and green. Therefore some of the items below may be a bit greener (more yellow added to cyan) and some a bit bluer (more red added to cyan). Some color lovers may argue that they are "aqua", "sea green", "seafoam", "peacock" or "teal" - but all are clearly within the family.

Truly Turquoise

Modernica "Build Your Own" Shell Chairs:


Hunter Wellies and Beirn Ballet Flats:


Arktura coffee table:


Elica Mini Om wall mounted Kitchen Hood:


Kara Ross Turquoise Stingray (shagreen) jewelry:

Keep Calm And Carry On poster:


Apple iPod:


Vipp New Limited Edition 2010 Mermaid Collection:


Nixon Watches:


Olympus µ Tough waterproof digital camera:


Rachiele's real Arizona turquoise sink basin:


Turquoise Electrolux Washer and Dryer:


Turquoise nail polish- Quirious, China Glaze, Pop and OPI:



Heys USA Business Case and Carry On luggage:


Garnet Hill's Ocean towels & bath rugs:


Supra Skytop Chad Muska Pro Model kicks:


Hunter Douglas Turquoise metal mini blinds:


Gucci Etretat Rubber turquoise flats (on sale now):


LG AX260 Turquoise mobile phone & Nokia's Mobiwoo in Turquoise:


Marc Jacobs Benny Bag:


More Blue than Green, but still considered Turquoise:

The following items tend to be less green than Pantone's actual color of the year and appear to have more blue than green or yellow in them, but they are still referred to as "turquoise" by their manufacturers.

Nintendo DS:


Stokke Strollers, high chairs and more:

Hamilton Beach blender and toaster:


Kitchen Aid Mixer (Martha Artisan Collection):


Hermes leather, canvas and linen goods:


Versace Atelier Dress:


Versace Fox Fur and leather handbags:


Jonathan Adler's Lacquer and Enamel collections:






The press release:

Pantone LLC, an X-Rite company (NASDAQ: XRIT), and the global authority on color and provider of professional color standards for the design industries, today announced PANTONE® 15-5519 Turquoise, an inviting, luminous hue, as the color of the year for 2010. Combining the serene qualities of blue and the invigorating aspects of green, Turquoise evokes thoughts of soothing, tropical waters and a languorous, effective escape from the everyday troubles of the world, while at the same time restoring our sense of wellbeing.
“In many cultures, Turquoise occupies a very special position in the world of color,” explains Leatrice Eiseman, executive director of the Pantone Color Institute®. “It is believed to be a protective talisman, a color of deep compassion and healing, and a color of faith and truth, inspired by water and sky. Through years of color word-association studies, we also find that Turquoise represents an escape to many – taking them to a tropical paradise that is pleasant and inviting, even if only a fantasy.”
Whether envisioned as a tranquil ocean surrounding a tropical island or a protective stone warding off evil spirits, Turquoise is a color that most people respond to positively. It is universally flattering, has appeal for men and women, and translates easily to fashion and interiors. With both warm and cool undertones, Turquoise pairs nicely with any other color in the spectrum. Turquoise adds a splash of excitement to neutrals and browns, complements reds and pinks, creates a classic maritime look with deep blues, livens up all other greens, and is especially trend-setting with yellow-greens.
In fashion, Turquoise makes a statement that can look elegant and dressy in fine silk and gemstones, or casual and fun in cotton and athletic apparel. Because of its versatility, Turquoise is a great accent color in jewelry, purses, shoes, hair accessories and even nail polish for women, and ties, shirts and sportswear for men.


For brides wanting a flattering choice for attendant apparel and accessories on their big day, Turquoise is now one of the nearly 200 PANTONE WEDDING Colors available from Dessy (shown above), a leading manufacturer of bridesmaid, social occasion and flower girl dresses, as well as destination wedding gowns under the labels Dessy Collection, After Six, Alfred Sung, Lela Rose Bridesmaid and Sandals Destination Wedding Dresses. PANTONE WEDDING exclusively from Dessy provides a collection of color tools to make it easy for brides to achieve perfectly color-coordinated weddings – from inspiration to “I do.”
Additionally, Turquoise is one of 3,000 colors available in Pantone’s line of superior-quality, eco-friendly paint. PANTONE Paints combine the accuracy of PANTONE Colors with the beauty of high-performance Dutch paints. Perfect for a powder room or bedroom, Turquoise is an evocative, spa-like hue that adds an undertone of warmth and excitement to any cool space. In the kitchen, Turquoise adds a unique flare to tabletop and appliances.
Pantone is pleased to announce PANTONE 15-5519 Turquoise, an inviting, luminous hue, as the Color of the Year for 2010.


Turquoise Blogs and Sites
Like Orange, Turquoise is one of those tertiary colors that certain designers and interior decorators tend to favor. There are blogs and sites about all things turquoise. Here's a few for you to enjoy.

Y Livings's Selection of Turquoise items (although most are really shades of blue):



Erin's House Of Turquoise:


Everything Turquoise:



Turquoise Chic:

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