NEW YORK--(BUSINESS WIRE)--Tuesday night, over 200 invited spirits enthusiasts took the Purity® Vodka taste challenge at an event in New York City featuring the Swedish ultra-premium craft vodka versus the competition in a blind tasting. The blind tasting and cocktail party took place at the Dream Downtown hotel and built on the recently-launched advertising campaign in which Purity® Vodka challenged Grey Goose® to a taste-off.
Developed by the creative innovation network, iris Worldwide, the campaign launched on May 31 with an open letter from Purity® Vodka Founder and Master Blender Thomas Kuuttanen to Grey Goose®, inviting a taste test between the two brands. The follow up ad, which first ran on June 7, highlighted the results of a recent blind taste test in which one in two Grey Goose® drinkers preferred the taste of Purity® Vodka, among those with a preference. It went on to encourage readers to taste and decide for themselves, which they favor.
“We were not sure what to expect when we sent out the invitations. It was amazing to see how many guests joined us for our taste challenge,’ says Kuuttanen. “In the end, we believe that more people walked away with a better understanding of how to taste vodka and that taste really does matter.” With regard to the larger brand’s anticipated response to the Taste Challenge, Kuuttanen added, “As of last night, there had been no response from Grey Goose®.”
The overall platform has been designed to call attention to the ultra-premium craft vodka’s taste and quality and to set the Swedish spirit apart from its competition. In addition to the New York City event, blind tasting events will be conducted across the country in key markets throughout the summer.
ABOUT PURITY VODKA
Purity® Vodka is the world’s most award-winning ultra-premium vodka and continues to win top honors in some of the most prestigious international spirit competitions. In 2012, the brand won in multiple categories during the Vodka Masters Awards, sweeping the overall vodka category and taking the top title of Grand Vodka Master -- the first brand to win this prestigious title two years in a row. With its heritage based in the 13th century Ellinge Castle in southern Sweden, Purity® Vodka sprang from Master Blender Thomas Kuuttanen’s lifelong quest to redefine the vodka category.
The heart of Purity® Vodka is distilled 34 times using a specially designed still made of copper and gold, creating a spirit so refined that it doesn’t need filtration.
For more information about Purity® Vodka, please go to www.purityvodka.com.
ABOUT IRIS WORLDWIDE
iris is a global creative innovation network with 14 offices across the globe – including New York, Miami, Atlanta, San Diego and Mexico City.
iris develops extraordinary and award-winning ideas that create participation for some of the most innovative companies in the world. Learn more at: www.iris-worldwide.com
PLEASE DRINK RESPONSIBLY
Purity® Vodka. 40% Alc. by Vol. Distilled from Grain. Imported by Purity Vodka, Manhasset, N.Y. Product of Sweden. © 2013 Purity Vodka, Inc.
