Andy Glaser: Purity Vodka is the trend, not faddish flavors

12/4/2012 | Advertising Age (tiered subscription model)

Andy Glaser, the former Heineken and Moet Hennessy marketer who is now chief executive officer at Purity Vodka, is hunting Grey Goose with new ads. Digital and print ads cheekily recommend Grey Goose for those who like cranberry juice in their vodka, explaining that Purity is best enjoyed "straight up or on the rocks." Marketing of Purity will rely upon its craft origins in Sweden and the skills of Master Blender Thomas Kuuttanen, and not on the exotic-flavors trend, which Glaser in this interview calls a "bubble [that's] going to burst."

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