NEFT VODKA
THE DROUGHT IS OVER, WELCOME NEFT VODKA.
Finally, the drought is over. How long have we waited for something truly unique to emerge in the already crowded vodka market? Enter NEFT, a super-premium vodka that comes in a barrel shaped like a small oil drum and keeps the spirit cold for six hours in any season. But make no mistake, the intriguing packaging is no gimmick: inside is a sublimely smooth vodka so good that many experts say they prefer to sip it neat. In fact, NEFT is so good it will change the way you think about vodka.
Long criticized for its flavorless, odorless profile, vodka has most commonly been used as a mixing agent, unable to stand on its own. However there has been major shift in the market, and consumers are increasingly favoring super-premium vodkas with taste, rather than a lack thereof. NEFT is made from only two ingredients, 100 percent rye grains and pure Austrian spring water. This decidedly rare combination results in a flavorful vodka with hints of lemon, black pepper, and creamy vanilla for a slightly sweet finish. It is no wonder NEFT is emerging as a leader in this new category of vodkas that are best served neat or on the rocks.
Since the acquisition of the U.S. arm in 2018 by Board Chairman and CEO of NEFT Global, Jeff Mahony, NEFT has demonstrated an “All or Nothing” philosophy. “From farm to cocktail, we view every step as an opportunity to give the consumer what they didn’t know they were missing: the best vodka they’ve ever tasted,” he says, adding, “We are driven; we take chances, and we make damn good vodka.” Given the excitement and hype around the brand, as well as its enormous success, we wanted to find out more.
PHILOSOPHY OF DISTILLATION
From its inception, NEFT’s founders set out to create a vodka like none other that had come before: a vodka with a flavor so smooth it would be used to enhance a cocktail and to enjoy straight or on the rocks. With such a lofty goal, they knew they had to source the purest and cleanest ingredients in the world. Their self-defined measurement of success? A maximum of three total distillations.
It is a common misnomer amongst consumers that the higher the number of distillations the better the vodka, however quite the opposite is true. In fact, as vodka connoisseurs well know, higher distillations is likely a reflection of low quality ingredients since the distillation process is largely intended to remove any pollutants and impurities. Therefore, brands who brag about their high number of distillations are actually revealing that they may have chosen poorly when creating the spirit at the onset.
Alternatively, a premium vodka with very few distillations, such as NEFT or Grey Goose, indicates clean, high-quality ingredients with very few impurities, resulting in a superior taste that is full of flavor. “We don’t believe you can mask authenticity,” says Dan Kleeberg, NEFT’s president and CEO. “If you have to distill more than a few times, maybe you need to rethink your ingredients.”
Distilled at the award-winning Destillerie Freihof in western Austria, NEFT uses the finest, small-batch distillation processes, employing a gentle, triple copper-pot distillation with carbon-layer filtering that maintains the subtle flavors of the ingredients in the final product. The deliberate process is not rigid and every batch is perfected when the subtle aromas, flavors and textures come through.
Dan Kleeberg, President and CEO & Jeff Mahony, Board Chairman
CLEANEST INGREDIENTS FOR PUREST TASTE
In any vodka, the importance of the water cannot be overstated and NEFT uses arguably the purest water in the world. NEFT’s water is sourced near the Austria Swiss border, where gravity pulls it through slate and granite far beneath the Rhaetian Alps. The oxygen-rich water is naturally low in dissolved salts and ions, making it soft water, which is critical for any premium vodka. As a result, no demineralization is needed at the well, enabling the final product to maintain the character of the mountain in the water. Additionally, soft water produces a silky, creamy texture, or, mouthfeel, a clear distinguisher from its peers.
The pristine water is combined with only one other ingredient: ancient rye. NEFT uses four-ancient non-GMO and gluten-free rye grains farmed in Lower Saxony – Amato, Askari, Pollino and Rasant – where each silo on every farm is rigorously inspected for molds to prevent degradation. The grains were specifically chosen for the uniquely rich, smooth, slightly sweet taste combination they create, all without any additives, sugars or flavorings. The rye grains are never mixed equally but are proportionally strengthened in the meal according to the conditions of the previous growing season. Each year’s vintage of rye brings the potential of new flavors, so this “adjustment to nature,” as the distiller calls it, enables NEFT to achieve the same ultra-premium flavor profile every time. Just like the taste of a fine wine is imbued with the climate of its vintage, each rye grain carries a weather report.
NEFT has received impressive press on the subject of being sip-worthy. In its review, Newsweek stated: “Whether they like to make vodka-based drinks or sip it straight, this is a great option that will stand out.” Forbes noted: “NEFT Vodka is not only incredibly smooth, but truly unique. Perfect for mixing your own drink or just sipping neatly.” Spirits focused media giants like VinePair and Bartender.com have also weighed in on NEFT. VinePair included NEFT on its 20 Best Vodka Brands of 2021 list while Bartender.com added NEFT to its list of the “14 Best Vodka’s to Drink. “We are grateful for the recognition and believe it supports our thesis that only by using the world’s best ingredients can you create the world’s best tasting vodka,” says Kleeberg.
Further supporting this claim is the fact that NEFT has been receiving numerous Gold and Double Gold medals. Following a 98-point rating from The Tasting Panel magazine and in addition to its Best Vodka win at San Francisco World Spirits Competition (SFWSC), NEFT won consecutive Double Gold medals also at the same competition, becoming one of only three vodkas to win that honor. The brand has earned many other awards such as Double Gold and Gold from Best Tasting Spirits and Beverage Testing Institute, respectively. Time after time the brand scores a win for its outstanding flavor.
ONE-OF-A-KIND PACKAGING IS NO GIMMICK
Co-founded and brought to market by Ekaterina Kuzmina, a Russian woman with deep family roots in the petroleum industry and a true understanding of the endurance and sacrifices of the Siberian oil pioneers, she placed the vodka in a small vessel shaped like an oil drum. The one-of-a kind barrel is extremely eye catching and may seem like a gimmick, but it is actually incredibly beneficial to the consumer.
For example, because it is made of tin and aluminum, the barrel is heat resistant, portable, and unbreakable, making it perfect for the active lifestyle. Going camping, hiking, or headed to the pool? NEFT goes everywhere you want to go. In addition, once chilled, the vodka will stay cold for up to six hours in any season. Not surprisingly, the barrel is also award winning and has won Double Gold for packaging at the SFWSC as well as a Platinum award for packaging from the Beverage Tasting Institute. NEFT currently offers the product in black, white, or Pride as well as a seasonal holiday barrel, although more styles are expected to come each year. There is the 1-liter barrel, the 750 ML barrel, and the 100 ML “Double Shot” barrel. The NEFT Double Shot is perfect for parties, events and anyone who is traveling or on the go. In fact, the Double Shot is TSA friendly so it can be taken anywhere.
BRANDING THAT WILL MAKE YOU TAKE NOTICE
In line with the brand’s culture, NEFT matches the superior ingredients and distinctive packaging with world-class branding and marketing initiatives. Run by Chief Marketing Officer, Joel Raznick, and Chief Creative Officer, Paul Robinson, the team takes a no-holds barred approach in showcasing the vodka to the consumer. Through advertisements and other POS materials, the team delivers imagery and artwork geared at making people take notice. It is provocative, clever and visually stunning. So far, feedback has been excellent and consumers are waiting to see what comes next.
For example, in its latest ad campaign titled “Wild Kingdom,” samples of which are found on the cover and an ad in this issue, spectacular imagery of people and animals are set in unexpected settings. The cover shot with the hyena is a prime example of the “go big or go home” attitude that NEFT embraces. "The overall theme is to show people that NEFT is no ordinary vodka and we take a bold, fearless approach in everything that we do,” says Robinson. Together with the copy, the message of the image is clear: NEFT has arrived and the drought in the market for a truly delicious vodka is over. The remainder of the campaign, most of which has yet to be revealed, includes a brightly colored world of creatures thriving on the lush green land of plenty with a backdrop of the Austrian alps.
Commenting on the work, Robinson revealed “The inspiration for the campaign came from the drought the vodka market has been experiencing for decades, with no truly enjoyable sipping option available to consumers. By introducing a super-premium vodka that is good enough to enjoy neat or chilled up, NEFT is finally ending that drought. With an ice-cold martini in every hand, the undertone of the campaign is that NEFT can be enjoyed on its own and anywhere and everywhere you want to go.”
Collectively, NEFT’s extraordinary approach in creating, distilling, packaging, and marketing have led them to where they are now: growing like gangbusters. In the U.S., the company is experiencing record breaking sales including surpassing all of 2020’s sales by the mid-point of 2021. They have expanded into six new states with tier-1 distribution partners, compared to only five last year, and have expectations to enter several others before the year is over. These new markets include: Massachusetts, New Hampshire, North Carolina, Rhode Island, Washington and Wisconsin. In addition, NEFT partnered with new distributors in both New Jersey and Florida to leverage existing broker relationships and broaden its reach in these key states.
To support this growth they have hired more than two dozen people to fill senior level positions across every department and now have roughly 50 full-time employees, compared to only four a couple of years ago. They are also opening new offices in Miami and New Jersey, in addition to their existing headquarters in California.
NEFT sees opportunities to be bigger and better everywhere and that includes moving beyond the domestic market. In May, they finalized the acquisition of global distribution rights and have established presence in 17 countries, excluding the U.S. They currently expect this number to be at least 30 by the end of the year and likely double that by the end of 2022. Specifically, NEFT is now in Armenia, Australia, Austria, Belgium, Bulgaria, Chile, Germany, Ghana, Iceland, Italy, Nigeria, Norway, Russia, Spain, Ukraine, United Arab Emirates, and the United Kingdom. NEFT’s international team, led by Tom Wilen, former COO of Jim Beam Brands Worldwide, has already secured major purchase orders and in just over a month, global sales have grown by over 100 percent over all of last year. To support this growth, NEFT is opening its first international office in Amsterdam, which is expected to be complete sometime during the third quarter.
NEFT’S ETHOS
Two key tenets of the brand are sustainability and giving back. NEFT’s sustainability efforts are focused on minimizing its environmental impact throughout the entire production process. NEFT is produced, from the first rye grain to the final sip, via methods that are meant to preserve the environment for the sake of generations to come.
“We make every attempt to be a planet friendly company without compromising the uniquely smooth and balanced flavor profile of NEFT,” says Kleeberg. “We distill and package in Austria, a world leader in agri-environmental programs. This location was selected not only for its famously pure Alps spring water and proximity to our four non-GMO rye grains, but also for its commitment to organic and sustainable production methods.” Significantly, NEFT’s distillery is powered by low-carbon natural gas and is moving towards 100% renewables.
Because the barrel is made of tin and aluminum, it is much lighter than glass and therefore carries a smaller carbon footprint when transported. Tin is also easier to recycle while glass continues to prove problematic due to issues of mixing together various colored glass, which can lead to it being diverted back into the general waste stream. And, aluminum contains on average, 70 percent recycled content, more than three times the amount in glass or plastic. (Source: Aluminum.org)
In addition to internal practices, charitable giving is a key principle of the company’s culture. With a focus on at-risk women and children, NEFT has donated generously to causes like Walk with Sally, Dream Street Foundation, Project Angel Food Hollywood, God’s Love We Deliver and St. Jude’s Children’s Hospital. The brand is currently in discussions to establish a partnership with the San Francisco Aids Foundation.
So, at long last a vodka has entered the scene that can be enjoyed equally in a cocktail or simply over ice. As consumer interest in sipping spirits beyond whiskey and cognac continues to extend to the vodka market, NEFT will be there to fill the gap. With its clean ingredients, smooth taste, and one-of-a-kind packaging, it is sure to emerge the clear winner in this new category of sipping vodkas.
