Charleston-based Craft Spirit Targets Southern Men
CHARLESTON, S.C., Sept. 25, 2013 /PRNewswire/ — Island Club Brands (ICB) today announced the introduction of General Beauregard Dixie Vodka, an all-American handcrafted spirit produced in Charleston, S.C. by Chicken Cock Distillers, a business unit of ICB. Six times distilled from 100 percent American corn and gluten-free, General Dixie’s heritage-driven branding and masculine, whiskey-like corked bottle are specially designed to appeal to Southern male consumers.
General Beauregard Dixie Vodka is making its debut in the heart of the South, launching in Alabama this month before expanding to select bars and restaurants in Tennessee, Georgia and South Carolina by year’s end, with broader regional distribution slated for early 2014. Encouraging consumers to “Stand With The General,” ICB has created another industry-forward, authentic craft spirit with a distinctive Southern character. Proudly proclaiming its “Handcrafted for Southerners, by Southerners” heritage, General Dixie has its sights set on commanding the Southern vodka market.
According to ICB CEO Matti Anttila, his inspiration for General Dixie can be traced to a hunting trip near the Georgia-Florida line. “We were all enjoying some whiskey after the hunt, except for one of my buddies who was drinking vodka,” Anttila said. “After we talked about which brands he identified with, I realized there was a clear opportunity for a craft vodka produced in the south that could authentically connect with Southern males.”
General Dixie is available as straight vodka and also in two flavors: Black Pepper and Mint. To achieve a clean, superior tasting vodka the distiller utilized the award-winning, patented TerrePURE(®) technology. TerrePURE(®) is a natural process which uses ultrasonic energy and oxygenation to enhance drinkability by reducing impurities in the distillate, a critically important benefit for unaged spirits like vodka.
“The General’s brand platform and unique packaging, combined with a top-shelf flavor profile, resonates strongly with the Southern male demographic, a market where we are already having considerable success, while at the same time connecting with females as well,” said Anttila. The Florida-based brand accelerator currently is quickly gaining market share nationwide with Chicken Cock Whiskey, a 157-year-old Kentucky bourbon label it reintroduced earlier this year with a line of flavored American whiskey.
On-premise programs designed to drive awareness and stimulate consumer trial for General Dixie will feature signature drink recipes such as the Mint Julep Martini and Bloody Dixie (version of Bloody Mary), created by leading Charleston mixologists. The brand will only be available in the South and has a suggested retail price of $21.99/750ml.
About General Beauregard Dixie Vodka
Developed and marketed by brand accelerator Island Club Brands, General Beauregard Dixie Vodka is a craft vodka six times distilled from 100 percent American corn for superior taste and purity. General Beauregard Dixie Vodka, available in Black Pepper, Mint and straight varieties, is produced in Charleston, S.C. by Chicken Cock Distillers, makers of Chicken Cock Whiskey.