San Diego's Emerging Elixirs Exposed

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There is an undeniable duality to every local lifestyle industry in San Diego.

Fashion enthusiasts face the decision of the chain mall store or quaint local boutique. Experienced travelers daily opt for either trusted chain franchises or new trendy boutique hotels. Local diners compare the menus of staple restaurants to the new fusion concepts of emerging eateries. The inevitable battle between the monopolies and the new guys is expected, and even anticipated, as it creates space for business evolution through organic change.

It can be assumed the local nightlife duality lies in the divide between super club and dive bar. However, venue identity, as categorized by décor and clientele, no longer rides the division alone. San Diego bar and club-goers nightly pick their posh poison of choice, and shaken or stirred is far from the spotlight contrast. On any given night, or day, in San Diego, the nightlife mindset chooses between the household alcohol brands and the new spirit labels sneaking steadily into the picture.

At recent San Diego club openings, fashion shows, restaurant events, and charity galas, you've seen, and sipped, four emerging elixirs: EFFEN Vodka, VeeV Acai Spirit, p.i.n.k. Fine Spirits, and KARMA Fine Beverages. While the likes of Grey Goose and Cristal have controlled the commercial market, highly regarded as two of the top upscale alcohol brands available, new companies seem to be peppering the local nightlife scene with toxic competition.

While boldly independent in their own visions and taste, these four new alcohol companies share one strong factor - the desire to fulfill a gap and enhance the market with something refreshingly new that has never been done before. Whether by purpose, genre, ingredients or initiatives, or all of the above, these four up and coming spirits are causing quite the stir in San Diego.

As a member of the San Diego nightlife industry, you've been to the parties, sipped the cocktails, and probably heard a promotional line or two. But, overall, we might admit we've been spoiled and slightly selfish San Diego. It's time to set the complimentary cocktail down (just for a second), and discover what's in the glass.

EFFEN Vodka: Dutch slang for smooth, EFFEN is a new premier vodka company made by the bartender, for the bartender.

In 2002, a close-knit group of Chicago-based bartenders, club managers, bouncers, and marketers decided it was time to put their industry insight to the ultimate taste test, and set off on a mission to create a brand with ultimate dedication to form meets function.

Lisa Saeger, Brand Manager of EFFEN Vodka describes the process, "They created a bartender think tank to design the EFFEN Vodka brand from the outside in. Every aspect of the bottle - shape, size, color and texture - was created with the help of these industry insiders. The next step was to find the perfect vodka. The answer was discovered in Northern Holland in a 120-year-old Dutch vodka recipe made with premium wheat. The bartender think tank refined the final EFFEN Vodka recipe to appeal to the American consumer palate."

From the bottle's no-slip, insulating rubber sleeve to the sleek, minimal exterior aesthetic, in every way the EFFEN form and function properly introduce the balanced and perfectly smooth vodka within. At the heart of EFFEN is premium wheat from Northern Holland. The vodka is distilled at low temperatures and filtered through peat, which collectively eliminates the burnt taste and is more effective at removing impurities than charcoal.

Another prominent difference is the EFFEN flavor; all flavored vodkas are natural and do not infuse sweeteners or artificial flavors. EFFEN Black Cherry is the best example of the natural, versatile flavor. Hypothetically seeking a spokesperson, Saeger says, "If EFFEN were a person, it might be a blend of George Clooney, Adam Levine, and Criss Angel - stylish, clever, confident, unconventional, and a bit irreverent."

You sipped: What was that EFFEN event? Oh ya, mostly every New Year's Eve party, fashion show, and charity event throughout 2007.
You should sip: Find EFFEN at Stingaree, Ivy Hotel, Confidential.

VeeV Acai Spirit: Pioneering the now well-known trend, VeeV created the world's first acai infused spirit, introducing the only progressive alcohol that doubles as a super food.

Simply put, VeeV provides a better way to drink. From beginning to end, each sip of VeeV is beneficial for yourself and the world around you. VeeV drinks like vodka, but is a lighter acai spirit at 60 proof, and is easier on the palate.

Acai, the Brazilian national fruit, has been hailed the healthiest food on the planet, as it's loaded with 57% more antioxidants than blueberries and has 30 times more heart-healthy anthocyanins than red wine. VeeV takes the natural taste one step further by infusing the acai liqueur with prickly pear and acerola cherry, which blend to create a refreshing taste of acai and citrus.

In addition to the natural taste and organic health benefits, Josh McCollough, the San Diego Marketing Manager, adds "VeeV is the first U.S. company to achieve carbon neutral certification, and also the first to donate $1 per bottle sold to green initiatives." VeeV is consistently active in the eco-conscious lifestyle, and is proof that successful business can synergize with progressive green action. Ideal spokespersons for VeeV are Gisele Bundchen and Adrien Grenier, both, McCollough shares, are huge fans of VeeV and the acai movement.

You sipped: What was that VeeV event? Oh ya, the December THREAD Show, each Seduction Thursday at the Ivy Hotel, Grand Opening of the Gerber Bars at the Hard Rock Hotel, and the Grand Opening of the Balboa Theater - just to name a few.

You should sip: Live the VeeV life at the Hard Rock Hotel, Firehouse Pacific Beach, and Jack's La Jolla.

p.i.n.k. Vodka: A flavorless concoction of caffeine and guarana makes p.i.n.k. the world's first ultra-premium natural energy infused alcohol. p.i.n.k. is set to introduce a new line of spirits, including tequila, rum, white whiskey, gin, and sake.

David Mandell, President & CEO of The p.i.n.k. Spirits Company explains the idea for a caffeinated spirit presented itself far before p.i.n.k. set the industry wheels in motion. As the Chief of Staff of the Federal Aviation Administration in Washington DC in 2003, Mandell sipped a Redbull Vodka cocktail and reminisced that in addition to the current high-energy trend, the baby-boomer generation also prefers coffee to follow their round of spirits. Realizing the industry demand for an ultra-premium caffeinated alcohol, Mandell knew that if he made the product the right way with the right image, it could have massive appeal across a wide demographic.

Two years later, p.i.n.k. discovered the perfect formula that achieved the high-energy goals without compromising the integrity of the ultra-premium vodka. Explains Mandell, "We developed a process to extract the all-natural functional components of the South American guarana berry, while removing its native dark color and tart flavor. The result is our flavorless proprietary blend of caffeine and guarana, which we seamlessly infuse into our ultra-premium Dutch vodka."

Guarana (pronounced gwa-ra-naa) is a berry grown in the northern region of Brazil and Venezuela. The guarana berry contains an all-natural herbal component called guaranine, similar to the caffeine found in coffee or tea and lasts longer in the bloodstream. Furthermore, every 1 ounce to 1 1/2 ounces of p.i.n.k. vodka has the equivalent intensity of approximately 1/2 cup of coffee or tea.

You've seen: p.i.n.k. was selected as one of the "Top 50 Spirits of 2007" by Wine Enthusiast Magazine - and is continually featured in national and celebrity publications.

You sipped: Where did I have p.i.n.k.? Oh ya, the launch party for the Virgin Atlantic San Diego service, alongside Richard Branson and other celebs at the Ivy Hotel on February 12, 2008.

You should sip: Get p.i.n.k. at Aubergine, Altitude Sky Bar, and Beauty Bar.

KARMA Fine Beverages: A ready-to-drink conceptual twist and a sleek, gender-neutral, upscale image make KARMA the world's first accessible champagne to be enjoyed beyond the special occasion and well into the everyday.

A San Diego local from Solana Beach, Patrick Wilson, Founder & CEO of KARMA Fine Beverages, has always been a champagne enthusiast and over the years developed an unshakable vision to put a casual twist on his favorite drink.

KARMA launched in September of 2007, but has quickly proven its industry niche. Wilson shared that throughout KARMA development he witnessed other sparkling wine and champagne producers making innovative attempts at the same vision, such as offering sparkling wine in a can, including a straw with their 187ml or attaching a funnel to the bottle closure. But, in Wilson's eyes, these companies never truly fulfilled the ready-to-drink (RTD) concept.

KARMA Champagne is unique in its 187ml glass bottle with a wide-mouth screw cap, resulting in convenience for both the consumer and server. The California grapes used to produce KARMA provide a crisp, clean taste which is refreshing to the palate. Bringing champagne quickly out of solely special events, KARMA's chic simplicity is accessible to the man and woman, to pair with gourmet cheese appetizers, to sip throughout sushi dinner, and to re-cap and head to the lounge for a post-dinner soiree.

You sipped: Where did I have KARMA? Oh ya, the W Hotel "KARMA Lounge," the Wine Rave at the San Diego Wine & Food Festival, and the Jade Theater Grand Opening.

You should sip: Get good KARMA at the W Hotel, Belo, and Jade Theater.

From industry idealized alcohols to champagne redefined, caffeinated elixirs, and genre jumping spirits, San Diego is welcoming the new guys with open arms - and empty cups. Sponsoring San Diego events, these innovative companies unanimously agree, is the best way to connect the consumer with the product. By sponsoring local events and placing the product in the hands of the industry, these companies are able to not only showcase the product, but market the experience.

Doesn't it seem your calendar is forever filled with the openings of new San Diego clubs and the launch parties of new San Diego brands? It truly is a rough life we lead. And, here we go again...

The San Diego W Hotel invites locals to experience the launch of Uluvka Vodka, the latest elixir to hit the San Diego streets. On Wednesday, March 19 from 6 -8pm, Colin Appiah, co-host of the Travel Channel's Cocktail Kings and mixologist at the Foot Network star Jamie Oliver's restaurant, Fifteen, will transform the W Hotel Living Room into a center for Uluvka Vodka cocktail creations. Be the first to try this new vodka, and learn from the best how it perfectly pairs with caviar from Petrossian.