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You'll pay a premium for new Polish vodka Orzel

By Mark Albright, Times Staff Writer
Posted: May 02, 2008 06:46 PM

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Americans once associated vodka with Russia. But Oakwood Capital, a hedge fund that owns the biggest vodka distillery in Poland, learned in research that if reminded them that top-shelf Belvedere and Chopin are Polish vodkas, they can accept a freshly minted brand called Orzel as a super-premium. Oakwood put up $6-million for Heritage Brands Inc. to launch wheat-based Orzel (Polish for Eagle), which debuts in Tampa Bay bars and ultra-lounges this week. Something that's supposed to make the $34.55 price believable is a clear, hefty eastern European-looking bottle and metal cap. When filled with 12 fluid ounces of vodka, the bottle weighs 3 pounds. "It's the densest glass we could find," said Robert Cullins, CEO of Fort Lauderdale-based Heritage.