New Amsterdam Straight Gin Presents a New Twist on an Old Favorite

MODESTO, Calif., May 8 /PRNewswire/ -- Long-time gin consumers and new discoverers of the classic spirit alike have a modern new gin option with a taste so smooth you can drink it straight -- New Amsterdam Straight Gin. After winning over tastemakers at the San Francisco World Spirits Competition with back-to-back gold medals in 2007 and 2008, New Amsterdam will be available nationally June 1, 2008. With its distinctive, sleek packaging and its smooth, unique citrus taste, New Amsterdam is poised to capture the attention of those craving a premium, sophisticated new presentation of gin.

New Amsterdam's unique recipe sets it apart from other gins in its flavor and smoothness. Although all gins start out with the same neutral spirit base with the addition of juniper, the additional botanicals are what set each apart. New Amsterdam's unique recipe includes a balance of citrus elements and a lighter emphasis on juniper berries, which can often be harsh, resulting in a softer mouth feel.

"For years, white spirits drinkers have moved away from gin because of its harsh taste profile," said Gary Ippolito, Executive Vice President, New Amsterdam Spirits Company. "We saw an opportunity to re-introduce consumers to gin by offering a unique new taste experience. The result is a smoother taste profile that pleases the palate, whether mixed as part of a cocktail or consumed straight."

New Amsterdam was the former name of the original Dutch settlement that is today, New York City. As a gin that is both contemporary and timeless, New Amsterdam pays homage to the Dutch origins of gin, while still capturing the trendsetting and sophisticated culture of New York City. With a distinctively different bottle design that prominently frames Manhattan's iconic cityscape through smooth, sleek lines, New Amsterdam is a premium spirit that sets itself apart from others on any shelf -- a perfect reflection of its superior taste of the gin.

"Consumers search for brands that are simultaneously approachable in their taste profile while still distinguishing themselves as premium spirit," added Ippolito. "The combination of New Amsterdam Straight Gin's sleek packaging with its smooth, superior taste offers consumers an upscale spirit experience; something for which gin consumers have long been yearning."

New Amsterdam Straight Gin is available at liquor retailers nationwide for approximately $1.29/50mL, $2.49/100mL, $4.99/200mL, $8.99/375mL, $13.99/750mL, $16.99/1.0L and $21.99/1.75L.

About New Amsterdam(R) Straight Gin

New Amsterdam(R) Straight Gin is produced in Modesto, California by the New Amsterdam Spirits Company. It was the recipient of the San Francisco World Spirits Competition gold medal in both 2007 and 2008. For more information, visit www.newamsterdamgin.com.

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