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APU’s TFWA World Exhibition stand featured a model wearing traditional Mongolian dress |
APU is set to launch a new high-end vodka brand from Mongolia into global travel retail in 2013.
Chinggis Khan is made with wheat grown on the Mongolian steppes, distilled six times with pure alpha grain spirit, then filtered for over 500 hours through charcoal, quartz, diamonds, black pearls and silver, the company said.
The vodka is finished with spring water from an ancient well – melt-water from the Sacred Bogd Khan Mountains’ snow before reaching the well.
Chinggis Khan was presented at the TFWA World Exhibition in Cannes last month, with the “primary objective to raise interest in Mongolian vodka ahead of our 2013 launch,” said International Sales & Marketing Managing Director Jett Yang.
“We were very encouraged by the trade’s reception to our unique product story and quality credentials,” he continued. “Most visitors had never heard of or experienced Mongolian vodka before meeting us, so we were very excited to get our story told to a wide audience. We will be the new news in vodka in 2013.”
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Chinggis Khan Vodka will make its debut in global travel retail in 2013 |
Tasting notes
On the nose are honeyed notes, lavender, mellow spice and aniseed; silky medium weight on the palate, with sweetness building to honeyed richness, creaminess, aniseed, liquorice, a hint of pepper and an underlying dryness. The finish opens to sweetness followed by a hint of creamy aniseed.
The guide retail price for Chinggis Khan is described as +20% more than its rival Grey Goose, reflecting the high-end luxury positioning.
About APU
APU said its objective is to “bring Mongolia to the world”. The previously state-owned drinks company, producing numerous liquors, beers, juices and sodas, works on a spiritual concept.
There is great respect for the minerals, ingredients and environment used for the company’s products, as the philosophy creates a “unique understanding of the relationship between man and the environment”, according to APU.
APU wants its products to reflect the “purity and spirituality of our great land”. But the company also uses the most advanced technology available to produce its range.
