As the backlash against Russia in response to its invasion of Ukraine continues, there have been calls for boycotts of Russian products, including vodka. Michael Fruge, founder, and owner of Acadiana Parish-based JT Meleck Distillers says consumers are typically loyal to the brands they like but a worldwide push could quickly gain momentum.
“In general, people are pretty dedicated to the brands they like,” said Fruge. “But this could change things, definitely.”
At least three states have already implemented bans on Russian-made vodka, and more might be on the way. Fruge sees an opportunity to reach new consumers and his distillery is looking to take advantage of a market that may be ready to move away from its traditional tastes and towards his rice-based vodka.
“What we’re hoping for is that the consumer starts looking for another choice,” he said. “And hopefully we’ll be one of them.”
JT Meleck is one of the few producers of rice vodka not based in Asia. With bars, restaurants, and retailers removing Russian-made vodkas from the shelves, the ground is fertile for American-based companies to claim a bigger stake in sales of the best-selling spirit in the U-S. Fruge is excited about the future of his uniquely-Louisiana company.
“I’m a rice farmer, so we set out to see what kind of spirit we could make with that grain,” said Fruge. “We found out that rice makes an excellent vodka. We’ve got some exciting things happening over here at the distillery.”
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