Celiacs Celebrate Kai

Los Angeles, CA - October 19, 2007 - Recently launched Kai Vodka is the first ultra premium rice-based beverage suitable for the sensitive digestive systems of the estimated 3 million men and women in the U.S. with Celiac Disease. Distilled from rare Yellow Blossom rice, Kai is a delicious alternative to traditional vodkas made from wheat and rye.

Roughly 1 out of every 133 Americans has Celiac Disease, but 97% remain undiagnosed. This means that of estimated three million Americans with celiac disease, only about 100,000 are aware of the condition. Celiac is a disease affecting the immune system. When people with celiac disease eat foods containing gluten, their immune system responds by damaging the fingerlike villi of the small intestine. When the villi become damaged, the body is unable to absorb nutrients into the bloodstream, which can lead to malnourishment.

"It is a very controversial topic because the distillation process is not a definite fix for getting rid of gluten. Although most gluten is "cooked off" during the distillation process, there is no guarantee and trace amounts of gluten may still be present," says Ashley Kiley, a media coordinator in New York with celiac disease. "For me it's a hit or a miss. I find that cheaper distilled grain alcohol always causes a reaction. I have definitely considered rice based alcohol as an alternative because it makes the most sense for my health."

While Kiley and other's with Celiac agree the effects of gluten-based vodka vary from person to person, the risk of an attack is not worth the trouble. Knowing that the beverage is made from rice opposed to wheat, barley or grain is an added comfort for those who are allergic to products containing gluten, or avoid it as a dietary choice.

Compared to the hundreds of traditional gluten-based wheat and rye spirits on the market, few alternatives are available to the many that seek them. Kai aims to fill that void with a product that not only tastes superb, but can be consumed by the majority of the population.

Aside from their subtly sweet and inimitable smooth original, Kai Vodka also offers an exotic Lychee flavor which is also gluten-free.

The launch of this new vodka is part of a growing trend for gluten free food and beverage options. Many popular restaurant chains including P.F. Chang's and Outback Steak House already offer a gluten free menu for their diners who request it.

"This is only the tip of the iceberg," says Kai founder, Marcus Bender. "More and more options are becoming available to those who follow a gluten free diet. Our aim is to make Kai Vodka obtainable to this ever growing community."

For more information please visit www.kaivodka.com. Images are available upon request. For media inquiries, please contact Tyler Barnett at 323.937.1351.

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