LOS ANGELES, March 4, 2008 (PRIME NEWSWIRE) -- Southern California-based Modern Spirits today announced the launch of TRU, the first line of certified organic vodkas made from American wheat. To keep a light ecological footprint, the vodkas come in 100% recycled, recyclable or biodegradable packaging. In an effort to improve the environment and connect every customer to the company's ecological approach to business, Modern Spirits will plant a tree for every bottle sold.
"Our work with local farmers over the last three years on our Artisan Vodka line opened our eyes to the need for sustainable farming and ecological stewardship," notes company co-founder and TRU maker Melkon Khosrovian. "With TRU, we want to do our part to keep farmland, groundwater and our customers free of harmful chemicals and genetically modified organisms."
The TRU portfolio consists of three handcrafted vodkas-Straight, Lemon and Vanilla-all made with the best certified organic ingredients (American wheat, fresh California lemon zest and whole Bourbon vanilla beans). Tasting notes:
-- Straight--clean, smooth and well-rounded with a neutral finish.
Best served chilled, over ice, in a wide selection of cocktails or
for fresh, seasonal infusions.
-- Lemon--crisp, vivid and true to the flavor of ripe citrus. Best
served as the base for sour cocktails and as a balance for sweet
or bitter drinks.
-- Vanilla--sweet, floral aroma with hazelnut tones and lingering
finish. Best served as the base for sweet cocktails and as a
balance for sour drinks
About TRU
TRU is created and bottled by Los Angeles-based Modern Spirits, the acclaimed artisan vodka maker. The vodkas are distilled through state-of-the art column stills that produce the purest spirits possible in only one pass, saving energy. The vodka is then filtered through activated charcoal, the most efficient filtering medium and combined with vapor-distilled water-the kind nature makes with clouds. Like everything at Modern Spirits, only real ingredients (no extracts) and hands-on techniques like zesting, slicing (and tasting) go into making the vodkas.
The packaging...
-- At 620 grams, TRU bottles use 25% less glass than the average
high-end spirits bottle.
-- Labels are printed on tree-free corn fiber using soy-based inks
and water-based top coats.
-- TRU incorporates new, more easily recyclable PETG shrink capsules
(vs. PVC).
-- Recyclable synthetic corks provide a tight seal and don't break
when the vodkas are frozen.
-- Shipping boxes incorporate 35% post-consumer waste and simply fold
in on themselves to eliminate packing tape.
-- Marketing materials go on tree-free or recycled stock using
vegetable inks whenever possible.
And our commitment...
Going further, the company plants a tree for every bottle of TRU purchased to protect the environment and have sustainable sources in managed forests for paper products. Working with organizations like Sustainable Harvest International, Modern Spirits plants new trees in tropical zones (where they are cut down in the greatest numbers) to pass on a better planet to the next generation.
TRU will be available April 1 in six states (Arizona, California, Florida, Massachusetts, New Jersey and New York), with additional markets to follow in the spring and summer. Suggested retail price is $34.99 for 750ml. More information, including seasonal organic cocktail recipes, is available at TRUvodka.com.