Keel Partners, Newport, R.I., the firm that introduced the first “light vodka” – 23.8% alcohol by volume – and was the first spirits brand to feature a nutrition label on its bottle is seeking to counter the “Dry January” movement by launching the “Moderation Movement.”
Keel Vodka is currently available in 12 states, including Rhode Island, Massachusetts, Maine, New Hampshire, New York, Colorado, Florida, Georgia, Indiana, Texas, New Jersey and Connecticut.
“When we started Keel Vodka, we made a commitment to do things honestly, with integrity, and putting a nutrition label on the bottle was one of the first things we did,” says Bill Dessel, CEO and one of the co-founders of Keel Vodka. “Other beverage brands, such as Bud Light, have recently followed suit and put nutrition labels on their packaging, and we couldn’t be happier about the increased transparency. Welcome to the party, Bud Light!”
A recent survey from the research firm GlobalData found 54% of Americans between the ages of 25 and 34 were actively trying to scale back their alcohol consumption, making this move toward moderation a growing millennial trend. As a result, Keel said it has launched the “Moderation Movement” in response to both the survey results and the “Dry January” movement.