A fluke can fuel a big brand

Paul McCann, Richmond, VA — Wed, 16 Jan 2008 18:17:51 GMT

As owner and distiller of Cirrus Vodka, a small brand premium vodka made from potatoes, I can express a similar experience.

I was sitting in bar with friends drinking martinis one night three years ago when as I scanned the vodka selection behind the bar I had to ask myself, "why are all the vodkas that we like to drink imported?"

After a bit of research, I found that consumers were gravitating toward distilled spirits, especially vodka, as their drink of choice. Yet Americans produced only a handful of premium vodka brands, and even fewer distilled them from potatoes.

To capitalize on growing market of premium vodka drinkers, in 2004 I formed The Parched Group, LLC, owners of Cirrus brand vodka. When asked how I came up with the company name "Parched Group" and brand name "Cirrus Vodka" I have to add, we wanted to have a company name that drew attention but was not offensive or derogatory.

“It made sense, especially if we were going to be a distilled spirits manufacturer. Regarding the product, my brother Ray came up with the name. What we found was that when cirrus clouds are present, good weather almost always follows. Having a name that reflected clarity and distinction was a name that we felt we wanted to have associated with our product”.

In August of 2004, I began development of my super-premium triple-distilled Cirrus Vodka in the downtown Richmond, VA commercial district. Fourteen months later Cirrus Vodka had been awarded two silver medals in international competition for the vodka spirit and a bronze for the tastefully designed packaging.

Nonetheless, that was not good enough. After some tweaking, I re-entered the San Francisco World Spirits Competition in 2006. In what was deemed as one of the largest spirits competitions to date in the United States, Cirrus Vodka was awarded the gold medal by some of the most influential spirits industry professionals in the country. That year six out of the seven continents (only Antarctica was missing) were represented, making this a globally influential spirits competition.

In response, “I am blessed that we have been able to design a "triple" distillation process that yields a high quality and ultra-smooth vodka. Hence, the best tasters in the world have described Cirrus Vodka as wonderfully full-bodied, slightly sweet, and with a creamy vodka flavor, “highly recommended.”

Apparently, the Virginia State Alcoholic Beverage Control felt as though Cirrus Vodka was a quality product they needed to have in their stores. The brand had it all. A multiple award winning product, a premium brand made from potatoes that is competitive internationally and most of all it being a Virginia product.

In June (06), Cirrus Vodka rolled into 40 selected Virginia state ABC stores. A year and a half later, Cirrus Vodka is sold in approximately 170 stores statewide as well as over 160 bars restaurants and hotels, some of which are rated the best in the world. In addition, Cirrus has entered into the Washington, DC market and the Tennessee market to date with expansion expected across the entire eastern seaboard by the end of 2008.

When asked about the early success of Cirrus Vodka brand, Paul states: “The reason I went into the spirits business was about creative expression, love of the culinary, and "great vodka". I always knew that I wanted to be a manufacturer but never thought it would be distilled spirits. I am just pleased to be able to use my skills and education to do it right here in Virginia”.