Italian wheat vodka expands U.S. market

"Vodka" and "Italy." Not two words that quickly come to mind in the same thought. That, however, may be slightly changed by a new marketing effort.

The maker of Purus Vodka, an organic wheat vodka imported from the Piedmont region of Italy, this month will double the number of U.S. states in which it is available.

Currently, you can find it in Florida, Ohio, Arizona and Missouri. It now is being shipped to stores in Texas, Illinois, North Carolina and New Mexico.

Purus, which made its market debut in 2011, is the flagship brand of an emerging portfolio of super-premium spirits brands owned by Pure Holdings LLC, in Clayton, MO.

Purus is distilled five times from organic wheat grown by a group of Italian artisan farmers. Pure Holdings launched the Purus brand with Grey Eagle Distributors, Missouri Eagle Distributors, and Krey Distributing in Missouri. The company has signed similar agreements in each of the four new states.

The brand received the "Superb (90-95) Highest Recommendation" from Wine Enthusiast magazine's "Top 50 Spirits of 2010," and has been named "Best in Category" and received a gold medal at the Los Angeles International Wine & Spirits competition. Its bottle is 100% recyclable with a tree-free label and soy-based inks, water-based adhesives and a sustainable cork closure.

The suggested retail price for the 750ml bottle is $36.

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