The vodka market is flooded, admits Justin Reitmeyer, one of two UTSA students behind the new Y Vodka, but he and partner Brett Cohen thought they saw a significant untapped niche: their generation. “Our demographic has a lot of spending power,” Reitmeyer told A-B last month. “but we also like simplicity.” Another word for simplicity, maybe? Value. The Y boys, as their publicist likes to call them, spent a year developing their corn-based vodka in partnership with Frank-Lin Distillery in San Jose, California. They wanted the finish of a high-end spirit like Grey Goose, but not the $30 pricetag. Y, which is distributed by Glazer’s, retails around $19.99, and it’s not over-polished. Too many runs through a filter, and you start to taste the carbon, Reitmeyer says. Y retains “the good smooth taste of the actual ethanol.”

“We’re going to push this thing grassroots-style,” he said, which includes, of course, Facebook, MySpace, and Twitter, where you can keep an eye out for a billboard-design contest and promo appearances by the duo. “We really pride ourselves on pushing our product in person.” Which should mean a lot of travel, because, he adds, they don’t want to be seen as just a Texas vodka.

Scroll to read more Flavor articles
Join the San Antonio Current Press Club

Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state.
Help us keep this coverage going with a one-time donation or an ongoing membership pledge.


Join SA Current Newsletters

Subscribe now to get the latest news delivered right to your inbox.