This site outlines the history of the Pinnacle Vodka brand, the personality, and celebrated stories, and the distinguishing characteristics of the liquid itself.
The accounts and statements on this site form the timeless DNA of Pinnacle Vodka. These truths shape the brand and help to define its future direction.
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THE DECK
MOMENTS
A VODKA THAT SPEAKS FOR ITSELF
In 2002, Paul Coulombe – a businessman with a passion for spirits and penchant for adventure – had an idea to create a vodka with French cachet, sold at a price people could afford.
With characteristic boldness and bravado, Paul poured his money and energy into this new project, establishing the foundations of what would become a ‘pinnacle’ of value vodka.
With characteristic boldness and bravado, Paul poured his money and energy into this new project, establishing the foundations of what would become a ‘pinnacle’ of value vodka.
Pinnacle Timeline
1995
Paul Coulombe becomes CEO and chairman of White Rock
1998
Three Olives Vodka introduced.
2002
Pinnacle Vodka launches as a value Grey Goose competitor with the import cache of “distilled in France from French wheat”.
2007
White Rock sells Three Olives Vodka.
2010
Pinnacle Whipped Introduced. White Rock sales are at 1.4M cases.
2011
Pinnacle Whipped becomes most successful flavour.
2012
Pinnacle sold to Beam.
2013
Beam changes the sourcing of base liquid and move of production to Frankfurt, KY. Pinnacle wins Vodka Trophy at IWSC.
2015
Pinnacle wins Gold Medal SIP Award Consumer Choice
2017
Pinnacle wins Gold Medal SIP Award ConsumePinnacle wins Gold at The Beverage Testing Institute, Exceptional, 93 Points, and Best Buy.
2019
Reduction of proof and calorie (sub 100) level for flavours.
2021
Recipe to change: Core to become corn-based distillate sourced from CIE and flavours to use a neutral spirit. Production to move to Indiana.
Stories
HISTORY CELEBRATED
THE VIEW FROM THE TOP
THE CREATION & SUCCESS OF ‘WHIPPED’
Establishing Pinnacle as the ‘Pinnacle of Flavors’
‘THE MOST AWARDED FRENCH VODKA’
Cultivating a culture of excellence
THE CREATION & SUCCESS OF ‘WHIPPED’
A CATALYST FOR THE FLAVOR STRATEGY
In May 2010, Pinnacle launched its ‘Whipped’ flavor, a whipped cream-flavored vodka that became a runaway success.
Whipped sold 1 million cases within 90 days and became the most popular Pinnacle flavor within a year. The success of Whipped spurred the Pinnacle team to invest heavily in developing and launching new flavors.
Pinnacle Whipped was instrumental in driving popularity for the brand, gaining acclaim through campaigns designed to let consumers know "It's More Fun On Top.” It gave Pinnacle the stage to change what consumers expect from their premium vodka with innovative and unexpected flavors.
Whipped sold 1 million cases within 90 days and became the most popular Pinnacle flavor within a year. The success of Whipped spurred the Pinnacle team to invest heavily in developing and launching new flavors.
Pinnacle Whipped was instrumental in driving popularity for the brand, gaining acclaim through campaigns designed to let consumers know "It's More Fun On Top.” It gave Pinnacle the stage to change what consumers expect from their premium vodka with innovative and unexpected flavors.
“PRINT LABELS TOMORROW.”
– Paul Coulombe’s reaction upon tasting Whipped for the first time
SETTING THE BAR HIGH
‘THE MOST AWARDED FRENCH VODKA’
Pinnacle has achieved key industry awards throughout its lifetime, solidifying its position as a premium quality liquid and popular favorite. Key awards include:
- Top Rated Vodka 2013:The International Wine & Spirits Competition
- Gold Medal, 2015:SIP Award, Consumer Choice
- Gold 2017:The Beverage Testing Institute, Exceptional, 93 Points, and Best Buy
People
PAUL COULOMBE
PAUL COULOMBE
FOUNDER & CEO
Born and raised in Lewiston, Maine, Paul Coulombe left the University of Maine in 1975 and took a job as a straight-commission salesman for White Rock Distilleries, a distiller of wine and spirits owned by his father.
After growing the White Rock brands in the states of New England and Ohio, Coulombe developed the business’s first national brand, a tropical punch called Maui Schnapps. Soon after, he dreamed up another venture selling what he called ‘bad beer.’ After becoming something of a success in Ohio, Coulombe started driving around the country in an old station wagon, selling his products to bars and stores in different college cities.
Over time, White Rock Distilleries changed from a liquor distiller into a bottling, branding, and distribution company. In 1995, Coulombe became CEO and chairman of the board, taking over completely in 1997 when his father passed away. He oversaw the explosive growth of Three Olives Vodka, a White Rock brand that took off when bartenders started experimenting with it in funky flavored ‘shots.’ In 2007, he sold the brand for $400 million to Proximo Spirits and used the profits to fund his next idea: Pinnacle Vodka.
After growing the White Rock brands in the states of New England and Ohio, Coulombe developed the business’s first national brand, a tropical punch called Maui Schnapps. Soon after, he dreamed up another venture selling what he called ‘bad beer.’ After becoming something of a success in Ohio, Coulombe started driving around the country in an old station wagon, selling his products to bars and stores in different college cities.
Over time, White Rock Distilleries changed from a liquor distiller into a bottling, branding, and distribution company. In 1995, Coulombe became CEO and chairman of the board, taking over completely in 1997 when his father passed away. He oversaw the explosive growth of Three Olives Vodka, a White Rock brand that took off when bartenders started experimenting with it in funky flavored ‘shots.’ In 2007, he sold the brand for $400 million to Proximo Spirits and used the profits to fund his next idea: Pinnacle Vodka.
“My father was a tough guy and a disciplinarian, and he didn’t give me much to work with. I didn’t have much money. It makes you hungry if you have nothing.”
Place
FROM FRANCE TO FRANKFURT, KY
THE SOUL PLACE
FRANCE
In founding Pinnacle, Coulombe was inspired by the creator of Grey Goose – a friend of his – who had succeeded in bringing the craft and appeal of French provenance and craft to life in the cold category of vodka.
France, therefore, became the soul place and foundation of the brand. Whilst the distilling location will soon move to Indiana, the vodka has to date been distilled in the heart of France’s Cognac region, known as the ‘Spirit Valley.’
Whole-grain winter wheat is sourced from Brie in northern France, in a region where rich soil, limestone, and clay create the perfect conditions for harvest. Pure spring water comes from the Charente region, where it naturally filters through limestone, removing impurities.
Distilled five times to ensure ‘exceptional balance and smoothness,’ Pinnacle has been the result of quality stills and the passion, energy, and expertise of its distillers.
France, therefore, became the soul place and foundation of the brand. Whilst the distilling location will soon move to Indiana, the vodka has to date been distilled in the heart of France’s Cognac region, known as the ‘Spirit Valley.’
Whole-grain winter wheat is sourced from Brie in northern France, in a region where rich soil, limestone, and clay create the perfect conditions for harvest. Pure spring water comes from the Charente region, where it naturally filters through limestone, removing impurities.
Distilled five times to ensure ‘exceptional balance and smoothness,’ Pinnacle has been the result of quality stills and the passion, energy, and expertise of its distillers.
AT FIRST:
WHITE ROCK DISTILLERY, LEWISTON MAINE
Until 2013, Pinnacle Vodka was flavored and bottled at White Rock Distillery in Lewiston.
A vast facility, White Rock would produce more than a million gallons of the finished product in one month when demand was at its highest. Huge storage tanks that could hold up to 100,000 gallons were connected via snaking stainless steel pipes and filtration systems to the smaller tanks where vodka, rum, and gin would be flavored and sweetened.
A vast facility, White Rock would produce more than a million gallons of the finished product in one month when demand was at its highest. Huge storage tanks that could hold up to 100,000 gallons were connected via snaking stainless steel pipes and filtration systems to the smaller tanks where vodka, rum, and gin would be flavored and sweetened.
TODAY:
BEAM DISTILLERY, FRANKFORT KENTUCKY
In 2013, Beam announced the shutdown of the Lewiston plant and moved all Pinnacle operations to Frankfort, KY. Later that year, the Lewiston was sold to a subsidiary of Sazerac.
Today, Pinnacle is imported to the Beam Distillery in Frankfort where it is flavored and bottled.
In 2021, production is to move once again, this time to Indiana.
Today, Pinnacle is imported to the Beam Distillery in Frankfort where it is flavored and bottled.
In 2021, production is to move once again, this time to Indiana.
Liquid
House Style Liquid
Pinnacle flavour is a smooth, clean taste
with easy-going ‘mixability’ achieved through:
with easy-going ‘mixability’ achieved through:
Quality Ingredients
The finest French wheat and pure French spring water.
Our whole-grain Winter Wheat comes from Northern France, a region whose rich soil, limestone, and clay create the perfect conditions for harvest. Our pure spring water comes from the Charente Region, where it naturally filters through limestone removing impurities.
Our whole-grain Winter Wheat comes from Northern France, a region whose rich soil, limestone, and clay create the perfect conditions for harvest. Our pure spring water comes from the Charente Region, where it naturally filters through limestone removing impurities.
Distilled 5x:
It all happens in the heart of France’s Cognac Region, known as “Spirit Valley”. That’s where we take our winter wheat and pure spring water and distill it five timesfor exceptional balance and smoothness.
The Soul Place
Up until 2021, Pinnacle was a French imported vodka blended, flavored, and bottled first at White Rock in Maine, and later at Frankfort in Kentucky.
Pinnacle no longer uses French vodka and has become a corn vodka (using a distillate from CIE, a distillery in Indiana).
Pinnacle Vodka is all about flavors. Taking learnings from the Three Olives vodka brand, Pinnacle saw an opportunity to expand the flavor landscape of vodka and invested in carving a niche within the flavored space. In one year, Pinnacle launched 43 innovations, even looking at one point at a chicken and waffle variant (which did not launch).
From the signature success of ‘Whipped’ the more indulgent flavors (like Cake) to the fruity profiles that dominate the portfolio today (like Mango, Cranapple, and Cucumber Watermelon), the brand has expanded to become a pinnacle of flavors.
Pinnacle no longer uses French vodka and has become a corn vodka (using a distillate from CIE, a distillery in Indiana).
Pinnacle Vodka is all about flavors. Taking learnings from the Three Olives vodka brand, Pinnacle saw an opportunity to expand the flavor landscape of vodka and invested in carving a niche within the flavored space. In one year, Pinnacle launched 43 innovations, even looking at one point at a chicken and waffle variant (which did not launch).
From the signature success of ‘Whipped’ the more indulgent flavors (like Cake) to the fruity profiles that dominate the portfolio today (like Mango, Cranapple, and Cucumber Watermelon), the brand has expanded to become a pinnacle of flavors.
THE FLAVORS (2020)
Experience
EASY-GOING MIXABILITY
EASY-GOING MIXABILITY.
TO BE ENJOYED WITHOUT ANY FUSS ALONE OR WITH FRIENDS.
With a smooth, clean taste emboldened by creative flavors, the key to the drink experience is an unpretentious sense of enjoyment and fun.
Originally Paul Coulombe enjoyed Pinnacle Flavours (cherry or grape) as a “bomb” mixed with Red Bull. Alternatively, he enjoyed it with club soda and a splash of cranberry juice.
Originally Paul Coulombe enjoyed Pinnacle Flavours (cherry or grape) as a “bomb” mixed with Red Bull. Alternatively, he enjoyed it with club soda and a splash of cranberry juice.
Personality
WHAT WE ARE
SMART
IS WITTY, CLEVER & POLISHED
CHEEKY
IS PLAYFUL, INVITING & CHARISMATIC
ADVENTUROUS
IS CURIOUS, BRAVE & ORIGINAL
WHAT WE ARE NOT
SERIOUS, PRETENTIOUS, AND EXCLUSIVE.
