The chilling facts about vodka

MEDIA RELEASE

FOR IMMEDIATE RELEASE

February 16, 2009

The chilling facts about vodka
Ultra Premium vodkas are even better when served cold

February 17, 2009, OAKVILLE – Serving vodka chilled brings out the best in both the flavour and texture of vodka and may be a primary reason for its surge in sales and growing market demand.

Globally, sales of spirits are expected to reach $202 billion by 2012, an increase of 11.1 per cent from 2007, according to a study by MarketResearch.com. So, it is no surprise that vodka, a major player in the global spirits market, is also seeing increasing sales.

Why the growing love affair with vodka?

A lot can be contributed to the growing number of young people who drink nothing else but vodka. Perhaps it’s the TV series, and recent movie, Sex in the City that is largely responsible, or the resurgence of a younger and more physical James Bond played by Daniel Craig that has popularized the martini. Whatever the reasons, since the 50’s, the martini and all its many compliments, have never been so popular.

As this group ages, they’re staying committed to being true vodka drinkers, only now recognizing the noticeable difference in taste, they’re switching up to Ultra Premium vodka brands, especially when drinking it straight up just like Ukrainians and many Europeans do.

“Vodka consumers are recognizing that they don’t have to settle on vodka brands that leave a medicinal aftertaste and burning at the back of the throat,” says John Vellinga, president of Multiculture Bevco – Canadian owner and distributor of Slava Ultra Premium Vodka. “Choosing Ultra Premium brands of vodka changes all that – serve it chilled; the colder the better – and you have an experience that’s without comparison; smooth, no medicinal aftertaste, and only gentle warmth at the back of the throat.”

Connoisseurs, recognizing the superior benefits, like to keep vodka in the freezer, as super-chilling vodka enhance the smoothness and create a lovely, viscous consistency.

Understanding these facts and trends has helped companies market their product more effectively.

“For example, Slava Ultra Premium Vodka understood from its conception that vodka was meant to be served chilled, and as a result it was marketed with a practical triangular shaped bottle design,” says John Vellinga. “The idea was to create a bottle that wouldn’t roll around in the fridge or freezer, and if space was at a premium, the bottles could be stacked.”

So here are some tips to making a superior chilling martini. Use only chilled high quality vodka; chill-out your glasses; don’t use artificial, sickly-sweet additives, instead, to flavour the drink, use natural and fresh ingredients; use exotic fruits and other garnishes to make a martini more flavourful; to infuse the drink with a bit more flavour, put in a shaker; and shake thoroughly but not too hard.

-30-

ABOUT MULTICULTURE BEVCO

Multiculture Bevco (MCB) is a developer and marketer of private label and niche products. The Oakville, Ontario-based company has developed and launched two of its own vodka trademarks in four provinces, including the LCBO in Ontario. MCB products include: Slavutich Beer, Krimsekt Sparkling Wines, Lvivske Beer, Slava Ultra Premium Vodka and Zirkova Premium Imported Vodka.

To schedule an interview or seek further information contact:

Peter Turkington
Strategic Communications Solutions
ON BEHALF OF MULTICULTURE BEVCO/SLAVA VODKA
Direct Phone: 905.901.9218
Email: pturkington@stratcommsolutions.ca

CEO of Major Ukrainian Brewery visits Canada

FOR IMMEDIATE RELEASE

MEDIA RELEASE

January 21, 2008

Petr Chernyshov plans international expansion of Ukraine’s leading premium beer, Slavutich

January 21, 2008, OAKVILLE - Petr Chernyshov, CEO of Baltic Beverages Holding (BBH), Ukraine, one of the country's largest brewers, recently met with John Vellinga, President of Multiculture Bevco, the Canadian distributor of the company's two premium beer brands, Slavutich and Lvivske.

Chernyshov is the first BBH Ukraine official to visit Canada.

"Canada is going to be one of our most important export markets and we plan to dedicate far more resources than we have up to now", said Petr Chernyshov. "There is a large population of Ukrainians in Canada who understand that beer is also about culture, heritage and community. Ukrainians appreciate and know how to enjoy their beer-that's why Slavutich and Lvivske have done well here in Canada. That is why this market has so much promise."

Chernyshov also unveiled the new logo and can design which will be on display and available in Canadian stores early 2008. The new look has been received well in the Ukraine. Slavutich sales have tripled and BBH brands now make up over half of the Ukrainian premium beer segment.

In 2001, Multiculture Bevco began importing Slavutich to Canada. In its first year Slavutich sold three times more than that of its Ukrainian predecessor, mostly due to its superior quality. Lvivske launched in 2004, has enjoyed similar success. Both beers are crafted according to the Bavarian Purity Act and use only natural ingredients and no preservatives.

BBH Ukraine has a varied and interesting brewing heritage with its Slavutich and Lvivske brands. Slavutich is produced at the most modern brewery in Europe. Its gleaming, state-of-the-art Kyiv brewery is the newest on the continent. On the other end of the scale, Lvivske is crafted in the oldest and most historic brewery in Ukraine.

In fact, the Lvivske brewery hosts Ukraine's only museum of brewing and its tasting cellar is home to Lviv's most popular restaurant. The brewery even has a chapel in which services are conducted for employees and water is blessed for each batch of beer.

Oliver Dawson, a noted Canadian beer expert and President of the Beer Lover's Tour Company, conducted a private tasting for Cheryshov, giving him the opportunity to sample a variety of Canadian mainstream beers and micro-brews. Mr. Chernyshov also visited the Brick brewing company in Waterloo, Ontario's first micro-brewery. He toured Brick's facilities and met with senior managers and company founder Jim Brickman.

"In terms of production, BBH is the size of the largest breweries in Canada, however, I think that our beer has more in common with micro-brews like Brick," said Chernyshov. "Like us, they make beer from all natural ingredients and promote the culture and enjoyment of good quality, authentic beer. We also brew craft beer - just on a very big scale."

"If you were only allowed to have one beer in your fridge, Slavutich or Lvivske should be it", says Vellinga. "These beers are crowd pleasers. Drinkers of imported and premium beers appreciate their high quality, while mainstream domestic beer drinkers appreciate the taste - which is not that different from what they are used to - just better."

Slavutich and Lvivske, through Multiculture Bevco, has supported hundreds of Ukrainian community organizations throughout Canada, including the Bloor West Ukrainian Festival, the Dauphin Canadian National Ukrainian Festival, the Shumka Ukrainian Dancers, several multicultural fairs, cultural clubs and student organizations. Both beers are available at the LCBO in Ontario, MLCC Liquor Marts in Manitoba, SLGA liquor stores in Saskatchewan and over 100 Alberta liquor stores. For more information go to www.ukiestore.com.

-30-

For further information or interviews contact:

Peter Turkington / Strategic Communications Solutions / ON BEHALF OF MULTICULTURE BEVCO / Direct Phone: 905.901.9218 / Email: pturkington@stratcommsolutions.ca

What makes premium vodka, truly premium?

MEDIA RELEASE

FOR IMMEDIATE RELEASE

November 29, 2007

It's not just about the fancy bottle

November 29, 2007, OAKVILLE -- With so many brands of vodka being sold today, there are several determining factors that make a premium brand.

Typically, vodka is a colourless liquor consisting of water and alcohol. So pure and water-like is this liquor that Slavics called it "voda," which is the Slavic word for "water." One would think with such basic ingredients, taste and quality would vary little. Not so according to wine and spirits experts.

"In fact, all vodkas are not alike. Vodka can be distilled in a good many ways, from a great many substances, including wheat, rye, beets, corn, potatoes, and sugar cane," says Alex Abramovich of Slate Magazine. "As a result, each brand has a distinct smell, flavor, aftertaste, and burn (i.e., the burning sensation vodka creates as it goes down your gullet)."

Many of the so-called premium vodka brands are considered premium just because of their price tag. Their expensive packaging makes buying their brand pricier. In a recent conversation with Jean Marc Daucourt, whose family is the creator of the premium vodka, Jean Marc, he said “For many well known, upscale vodkas, it is very much about the marketing, bottle and image.”

Truly, premium vodka should not be measured by its cost or by the income of its consumers, nor by slick marketing campaigns and sexy bottle designs, but by its taste and texture.

Whether you're just the average person looking to have a shot of vodka or a CEO of a major corporation, tasting Slava Ultra Premium most always provokes a similar but surprising response. "Delicious, simply delicious." And after receiving a bottle of Slava Ultra Premium as a house warming gift, another said, "Oh I've tried that, it's yummy."

"Slava is premium quality and taste, without the premium price and makes the perfect martini," says John Vellinga, president of Multiculture Marketing, which owns the Slava brand. "With its superb flavour and natural sweetness, you don't have to add anything - just drop in an olive or a twist and you're done."

Those who have tried Slava Ultra Premium Vodka describe the taste as clean and exceptionally smooth. The reason - it's four times distilled and 12 times filtered and only the finest ingredients are used. And rather than an expensive bottle with fancy etchings or design, Slava chose a less expensive but practical triangular shape; one that doesn't roll around in the freezer.

So are brands such as Grey Goose, Belvedere, Slava, Vox, Wyborowa and Stoli elit truly premium vodkas? Why not let the quality of their taste and texture be the deciding factor.

-30-

For further information contact:

Peter Turkington
Strategic Communications Solutions
Public Relations Specialists
ON BEHALF OF SLAVA ULTRA PREMIUM VODKA
Direct Phone: 905.901.9218
Email: pturkington@stratcommsolutions.ca

A party that is sure to be shaken and stirred

MEDIA ADVISORY

FOR IMMEDIATE RELEASE

October 16, 2007

Slava Ultra Premium Vodka serves the perfect martini and more to Canada’s best at Gemini Awards Party

October 16, 2007, REGINA – Following the Gemini Awards, Slava Ultra Premium Vodka will serve martinis to the best of Canada’s TV programming; only with a twist. The drink which was once synonymous with prestige, class and the golden age of Hollywood will make a splash with a new era of stars. Special Slava martinis have been created and named in the spirit of the Gemini Awards, such as the ‘Nominini’ which tastes just like a cinnamon heart.

Buzzing around this event will be actors, actresses and behind the scenes staff that help produce some of Canada’s leading shows, such as Corner Gas and Little Mosque on the Prairie.

"[This] is a big thing for our production community…and everyone who works so hard on our shows - to finally be able to participate in the Geminis and celebrate the work they do,” says Susanne Bell, CEO of SaskFilm.

“Slava makes the perfect martini and the perfect way to celebrate this event,” says John Vellinga, president of Multiculture Marketing, which owns the Slava brand. “With its superb flavour and natural sweetness, you don’t have to add anything – just drop in an olive or a twist and now you’ve got yourself a party.”

Those who have tried Slava Ultra Premium Vodka describe the taste as clean and exceptionally smooth. The reason – it’s four times distilled and 12 times filtered and only the finest ingredients are used.

John Vellinga, president of Multiculture Marketing and his staff will be on hand to personally serve everyone the ultimate martini or a colder-than-ice frozen shot of Slava; a delightful surprise.

WHEN: Sunday, October 28, 2007

WHERE: SaskFilm Soundstage (1831 College Avenue, Regina, Saskatchewan)

TIME: 9:00PM to 1:00AM (immediately after the awards celebration and banquet)

-30-

ABOUT MULTICULTURE MARKETING

Multiculture Marketing (MCM) is a developer and marketer of private label and niche products. The Oakville, Ontario-based company has developed and launched two of its own vodka trademarks in four provinces, including Saskatchewan, Manitoba, Alberta and Ontario. MCM products include: Slavutich Beer, Krimsekt Sparkling Wines, Lvivske Beer, Slava Ultra Premium Vodka and Zirkova Premium Imported Vodka.

To schedule an interview or seek further information please contact:

Peter Turkington
Strategic Communications Solutions
ON BEHALF OF MULTICULTURE MARKETING/SLAVA VODKA
Direct Phone: 905.901.9218
Email: pturkington@stratcommsolutions.ca

Chilled means served straight from the freezer – not shaken over ice

MEDIA RELEASE

FOR IMMEDIATE RELEASE

September 11, 2007

Slava Ultra Premium Vodka is designed to easily fit any freezer

September 11, 2007, OAKVILLE - There's just as much to being a vodka connoisseur as there is to being a wine connoisseur.

"One shot and you appreciate the smoothness, with only a slight tingle at the back of your throat reminding you are indeed consuming alcohol at 40% alc./vol," says Antoine Tedesco of Sceneandheard.ca when writing about Slava Ultra Premium Vodka. "This ultra premium vodka is as good as some of the more expensive varieties, and leaps and bounds better than the cheaper, hip vodkas of magazine fame."

At about $30 per bottle, Slava is only $5 more than ordinary vodka, but significantly less than other ultra-premium vodkas.

So what's Slava's secret?

"It's positively chilling," jokes John Vellinga, president of Multiculture Marketing - Canadian distributor of Slava Ultra Premium Vodka. "It's a balance of what's in the bottle, the bottle itself, and serving it as cold as you possibly can."

Slava is distilled at the Zlatogor Distillery, one of the oldest distilleries in Ukraine, founded in 1896. Zlatogor is known for the purity of its water, using natural ingredients and traditional methods. In other words, they've been known for their commitment to quality since 1896.

"We developed and taste-tested 25 formulations of Slava with the experts at Zlatogor. On the 23rd version, we hit the perfect recipe." says John Vellinga.

Those who have tried Slava Ultra Premium Vodka describe the taste as clean and exceptionally smooth. The reason - it's four times distilled and 12 times filtered and only the finest ingredients are used.

"Distilling four times increases the quality and purity of the vodka, without having a negative impact on the taste," says Vellinga. "Four times distilled is ideal for fine vodka: less distillation reduces the purity, while more distillations reduce the character and taste."

Vellinga goes on to explain that true vodka aficionados know that the best way to bring out the smooth, crisp taste of premium vodkas, like Slava, is to serve them ice cold. That's straight out of the freezer - not shaken over ice. Ice dilutes the vodka and makes it taste like water.

To that end, the people at Slava have designed a triangular bottle that sits nicely in any freezer. Whether on its side or standing upright, it won't roll out when the freezer door is opened.

"It's slick art deco label, "freezer-friendly" triangular shaped bottle (it will not roll around in your freezer) and exceptional value will draw in the crowds," concludes Antoine Tedesco.

ABOUT MULTICULTURE MARKETING

Multiculture Marketing (MCM) is a developer and marketer of private label and niche products. The Oakville, Ontario-based company has developed and launched two of its own vodka trademarks in four provinces, including the LCBO in Ontario. MCM products include: Slavutich Beer, Krimsekt Sparkling Wines, Lvivske Beer, Slava Ultra Premium Vodka and Zirkova Premium Imported Vodka.

-30-

For further information contact:

Peter Turkington
Strategic Communications Solutions
Public Relations Specialists
ON BEHALF OF MULTICULTURE MARKETING
Direct Phone: 905.901.9218
Email: pturkington@stratcommsolutions.ca
Web: www.stratcommsolutions.ca
Get communication tips and insight from www.stratcommsolutions.blogspot.com