Purus, Anheuser-Busch’s Eco-Premium Vodka

Someone over at Anheuser-Busch has been reading trend reports! Their new Purus Vodka is both luxury and eco-friendly, capitalizing on two movements we’ve seen charting in recent years.

The premium organic vodka is hardly the Bud of liquors, retailing at $35 a recyclable bottle (wrapped in a “tree-free paper” label with safe soy-based inks, water-based adhesives, and an environmentally sustainable cork closure!). It’s made from crystalline Alpine water, locally harvested 100% organic Italian wheat and cultivated without pesticides or commercial fertilizers at a 3^rd generation family-owned distillery. And if that doesn’t have you completely intoxicated by the Green Kool-Aid, on the site you can even enter your info to plant a tree in the “Purus Forest.” While this is the first vodka brand created and marketed specifically by A-B, they have gone organic before–their Stone Mill pale ale and Wild Hop lagers are both organic beers.

Premiumization is no longer about consumption for consumptions sake. Being eco-friendly has become a status marker, and consumers are also more willing to pony up for green goods. Green is where the green is, and A-H is poised to tap into this lucrative market.

Purus Vodka

[via Uncrate]