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42 Below Rated In New York Times Review

Fri, 28 Jan 2005

42 Below Rated In New York Times Review

The US is the largest vodka market in the world with over 100 brands available. New Zealand's only vodka, 42 BELOW is making in roads into this fertile market and was rated amongst the top 10 vodkas in the New York Times yesterday.

A panel of mixology and food & beverage experts sat down to a blind taste of 21 vodkas. Grey Goose, the main competitor in the US was described as "lacking balance" and Ketel One, another close rival was described as "routine and sharp". 42 BELOW was described as "pure and smooth". Geoff Ross, chief vodka bloke who describes 42 BELOW as "New Zealand in a bottle" says the rating will help sales in Gotham city. "Some bars are now calling us after reading the article. There are so many vodkas in the US so being rated in the top ten is great publicity for the brand and we expect it to come through in sales".

Angela Barnett, the New York marketing strumpet for 42 BELOW said she was pleased to be 'on the radar'. "New York is a big city to crack. I have been escorted out of the New York Times lobby by security guards when first trying to deliver 42 BELOW so getting picked up by them and such positive feedback is a huge boost."

42 BELOW continues with their cheeky marketing strategy in the US and have managed to get media attention for a controversial street poster campaign that included statements such "42 BELOW, Purer than the driven snow, even if you drove it yourself from Colombia" (jpeg attached) and "Drink it straight. Or gay".


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