Traditional recipes

Anejo Tribeca: Chef Angelo Sosa’s Ode to Tequila and Upscale Mexican Cuisine

Anejo Tribeca: Chef Angelo Sosa’s Ode to Tequila and Upscale Mexican Cuisine

In New York, upscale Mexican fare tends to be either the domain of chain restaurants, like Rosa Mexicano or Dos Caminos, or super high-end chefs, like Enrique Olvera’s Cosme. But standing out from the pack is Angelo Sosa’s Anejo, which has locations in Midtown and Tribeca.

The Tribeca location, which I had the opportunity to visit recently at the invitation of the restaurant, is turning out authentic Mexican fare that’s decidedly delicious. Three varieties of guacamole and four types of salsa are available (don’t miss the verde guacamole, with tomatillo, pumpkin seed, pomegranate, and chipotle, or the punchy habanero salsa), and small plates are rounded out by tuna and hamachi ceviche. Tacos are a standout; a great taco is a fully composed dish in and of itself, and these are no exception. Pulled slow-cooked short rib is topped with onion, cilantro, lime, and chipotle mayo (below); cornmeal-battered hake partners with pickled jalapeño slaw, mustard seeds, and radish; and coriander- and chipotle-rubbed steak is simply complemented with sweet onions and cilantro. All tortillas are made in-house, which also makes a world of difference. Other small plates include addictive empanadas filled with pork adobo, rich corn dumplings, and queso fundido that’s made with cotija instead of the usual stringy cheese and rounded out with chorizo and a fried egg. It would make for a stellar brunch dish on its own.

There are only a few large plates, but they’re all well thought out: Tender octopus is plated with kabocha squash confit, chorizo cream, and cilantro; grilled hanger steak comes with turnips, leeks, and olive poblano tapenade; and the enchiladas, which are filled with braised pork shoulder kicked up with sour orange, are topped with a rich and satisfying Oaxacan red mole that I could eat with a spoon.

As expected, all of these dishes pair very nicely with tequila, and the cocktails, which run from $10 to $16, certainly take advantage of that. Margaritas, made with anejo or blanco tequila, Combier, lime, and agave, are bright and tangy; the Pimm’s Copita, a play on the Pimm’s Cup, is made with the unique new Pierde​ Almas mezcal gin, Pimm’s, lime, ginger, and Jarritos tamarindo; and the El Padrino is made with a combination of El Jimador Anejo, Woodford Reserve, orange, house-made grenadine, and lemon. If you’d like to sample mezcals or tequilas on their own, they’d be more than happy to accommodate, and the downstairs tequila bar — the newly opened Abajo — is a snug and romantic refuge from reality.

Part cantina, part upscale Mexican spot, Anejo plays both roles very well. It has a fun and relaxed atmosphere, food and drinks are well-made and reasonably priced, service is friendly, and in short, it comes across as a really, really fun place to spend an evening out.

Anejo Tribeca: Chef Angelo Sosa’s Ode to Tequila and Upscale Mexican Cuisine - Recipes

october 2010 canadianwhisky today’s fascination with vintage cocktails and style energize this classic spirit also: beer economics brewers find a place on-premise a sweet wine makeover new world sommeliers turn knowledge into profts tv matters

the season calls for tanqueray. consumers love celebrating with the world’s most celebrated gin, winner of over 39 awards since 1985. far and away, tanqueray is the best-selling imported gin in the u.s. make the most of this annual holiday demand by boldly displaying the complete tanqueray line of products and your register will jingle with sales well into the new year. speak with your diageo representative today to learn more. 2010 imported by charles tanqueray & co., norwalk, ct. please drink responsibly.

october 2010 beverage media 3 features 30 northern exposure always in style, canadian whisky is back in the limelight. 38 screen shot amid a niche media land-scape, the right tv ad can pay big dividends for brands. 40 new world sommeliers restaurateurs boost wine sales through training and building a quality staff. 46 beer list anyone? brewers are fnding a place at high-end restaurant tables. 52 still sweet, but not old fashioned sauternes, madeira, tokaji, sherry and port update their images. 60 bar talk: the tippling brothers tad carducci and paul tanguay craft cocktails that sell. 62 get a consultant hotels turn to the experts for beverage programs. 78 drinking from communal bowls punches are gaining popularity in the country’s hippest bars. 82 the power of print while social media remains the hot topic, many stores are staying true to print. columns 10 the find 14 winebuzz 16 whiskybuzz 18 seasons menu 20 halloween cocktails 22 the connection 30 40 oct10 38 46

4 beverage media october 2010 beverage media metro new york volume 86, no 10 (issn 053900) published monthly by beverage media group, inc., 116 john street, 23rd floor, new york, ny 10038. telephone: (212) 571-3232 fax number (212) 571-4443. periodicals class postage paid at new york, ny. subscription rates: 99.00, 1 yr. 178.00, 2 yr. 75.00 single issue. ups overnight – add 90.00 per year. postmaster send address changes to beverage media, 116 john street, 23rd floor, new york, ny 10038. nothing may be reprinted or reproduced in whole or in part without written permission from the publisher. contents copyrighted 2010 by beverage media group, inc. ceo/publisher president coo/cfo vp, sales & marketing director, information technology managing editor editor assistant editor contributing editors art director designers ecommerce manager online web programming and support manager web programmer web design and implementation wholesaler system development systems engineer content manager ecommerce project development content support print services manager wholesaler production national & regional ad sales marketing & business development sales promotion manager circulation finance & accounting william g. slone michael b. roth jason a. glasser jody slone-spitalnik peter williams kristen bieler [email protected] alia akkam [email protected] cara mcilwaine [email protected] dale degroff, mary ewing-mulligan, david t. kratt, jeffery lindenmuth, ed mccarthy, gregg glaser, w.r. tish, jean k. reilly larry lee [email protected] josue romero [email protected] jeff tsui [email protected] ian griffth / [email protected] vali balescu aurelian branescu james romaine, sri borra charles duffy tom levison kevin duffy james laurenti brian hunt, tomas kocis, amanda maynard lee stringham [email protected] 410.519.7034 joan mailloux, ivette delgado, jeff martin, maria rodriguez, gina quesada, marilyn pardo jody slone-spitalnik / ext. 101 [email protected] ariel boorstin / ext. 103 [email protected] jessica roszkowiak / ext. 117 [email protected] sylvia prince [email protected] seth niessen [email protected] randye benvenisti [email protected] editorial art & design technology & web print & production advertising & marketing 212.571.3232 operations 68 national coverage, local advantage the beverage network publications are serviced by beverage media group, inc., 116 john street, 23rd floor, new york, ny 10038. telephone: (212) 571-3232 fax num-ber (212) 571-4443. features 50 speakeasy: chris steffanci heineken’s senior vp of sales talks about retail opportunities and the future of draught beer. 68 taste test boosting sales through in-store tastings. 74 falling for beer autumn is the best season for selling brews. 86 u.s. drinks conference arrives in new york the 4 th annual event looks to build on last year’s success. profiles 56 jura duty isle of jura scotch whisky celebrates its bicentennial. departments 8 inside game 28 talkin tech 58 new products & promotions 88 around town 100 newsfront 114 events calendar 122 last call price list 2a phone directory 4a liquor brand index 32a wine brand index 64a beer brand index 50 oct10 gotham 2010 holiday catalog see details inside on page 11 bonus:

personalpage 6 beverage media october 2010 photograph by thomas mangieri personalpage sla eliminates 1,592 outdated policy directives as part of an ongoing effort to modernize and improve the quality of service provided through the state liquor author-ity, chairman rosen recently announced that the sla has re-scinded 1,592 outdated and obsolete divisional orders, bulletins, and circulars, many dating back to the 1930’s, and has asked for rule making authority. i want to bring you a few key points from their general release on this subject. if you want to soak up more of their rational for these changes you can go to with this clean up almost complete, chairman rosen has called on the legislature to grant the sla the power to cre-ate rules. “for too long …businesses suffer while the agency is forced to debate about what the 77 year-old statute may or may not allow.” without the authority to issue a body of for-mal regulations, the sla is often forced to rely on informal and some times conficting directives to clarify procedures li-censees must follow. or, time and capital are tied up awaiting legislative solutions, when changes to a clear set of transpar-ent regulations by the sla could more quickly address the problems. currently, every other new york state agency has general rule making authority. some positive signs that these changes would be benef-cial to new york licensees. since rosen became sla chair in august 2009, the sla has substantially reduced the back-log of pending applications statewide. sounds like this team should have our support. primarily positive in the governor's race, the republicans recently selected carl paladino. he is not given much of a chance to defeat andrew cuomo, who seems to be supportive of the stores in the fght against wine in grocery stores (wigs). in the assembly, speak-er silver, also a proponent of the stores, saw most of his people win their races, and that can only be perceived as positive. in another big senate primary, tom o'mara won the gop primary and should win in november. tom came out against wigs during the campaign, while his opponent came out in favor of wigs. this is also important because tom is a native of the finger lakes area and represents a number of wineries. in this fckle political world, (by the way, andrew cuomo’s father, mario, actually proposed wigs as governor in the mid-1980’s), you have to stick with your friends. that said, the new york state wineries were generally very sup-portive during the campaign. let’s not forget that support as we approach the holiday season. jason a. glasser, coo/cfo promotions, promotions, promotions! the october issue is flled with features about promotions and targeted marketing. as we gear up for the always busy holiday season, it’s important to remember how promoting your store or your brands all year helps consumers remember to patronize your business for all their beverage alcohol needs. check out alia akkam’s “screen shot” on pg 38 about the eye-catching spirits television ads that are increasing brand visibility and our instructional piece on impactful in-store tastings on pg. 68. this issue also features season’s menu and a halloween recipe page to help get in the spirit of fall and the spookiest day of the year. get ready for our november issue where we feature our an-nual holiday gift guide with lots of great value-added product ideas. and remember to check our events calendar this month on pg. 114 so you don’t miss any of the upcoming happenings for this jam-packed season. william g. slone, ceo/publisher jody slone-spitalnik, vp, sales & marketing

8 beverage media october 2010 insidegame caterer’s permits while it is true that an on-premise li-cense only allows the licensee to serve beverage alcohol on the premises de-scribed on the license, the holder of an on-premise license also qualifes for a ca-terer’s permit. a caterer’s permit allows the on-premise licensee to furnish ser-vices and the type of beverage alcohol covered by the license. this means that the holder of a beer and wine license does not qualify for a caterer’s license for the sale of spirits. (the holder of a private club license can qualify for a caterer’s permit, but under limited cir-cumstances.) a caterer’s permit is good for a pe-riod of 24 hours, commencing at 8am on the day for which the permit is is-sued. however, it is possible to get two or more permits to cover an affair which will last more than one day. beverage alcohol may not be served on sundays from 4 am to noon or on any other day from 4 am to 8 am. in addition, if the caterer’s permit is obtained for premises which have its own license, the caterer’s permit will not authorize the service of a beverage which would not otherwise be permitted on that premise. a wholesaler or supplier may deliver beverage alcohol for the affair to the per-mit holder's licensed premise. in the al-ternative, the goods may be delivered to the premises listed on the caterer’s permit 24 hours before the scheduled affair. charitable permits if a charity wishes to have beverage al-cohol served at one of its functions, it must do so either on a premise licensed to serve the beverage, at a licensed caterer establishment or under the auspices of a caterer’s permit issued to an on-premise licensee. if the charity wishes to auction off wine or a “basket of cheer” it must obtain a charitable permit. an on-premise licensee is not permitted to sell or deliver beverage alcohol for off-premise consumption. (there is a limited exception which allows the patron of a restaurant to take home a bottle of wine which was ordered and consumed, but not fn-ished, during a full-course meal and the wine must be sealed and placed in a clear bag along with the receipt.) a charitable permit authorizes the sale of up to 20 cases of beverage alcohol in sealed containers for off-premise consumption. in order to obtain a charitable permit, the organization must qualify for charitable deductions by its donors. the proceeds from the sale of the beverage alcohol must go to the charity and be intended for use as part of its not-for-proft purpose. limitations on what may be sold in package stores the alcoholic beverage control law forbids an off-premise licensee autho-rized to sell wine and/or spirits from engaging in any other businesses on the licensed premises, except for the sale of the following items: • lottery tickets with permission from the nys division of lottery • corkscrews • ice • publications (including prerecorded video and/or audio cassette tapes, designed to educate consumers) • non-carbonated, non-flavored mineral waters • spring waters drinking waters • wine glasses • wine racks • devices designed to minimize oxidation in bottles of wine recently, an off-premise licensee was charged by the state liquor au-thority for engaging in an unauthor-ized business on the licensed premises in connection with the sale of wine baskets. the charges were based upon allegations that the licensee sold the baskets at a proft. consequently, the authority argued that the licensee was engaged in an unauthorized busi-ness on the licensed premises. the authority generally takes the position that if boxes and/or baskets are sold at cost, the package store is not engaged in another business and there is no violation of the abc law. keven danow is an attorney representing members of all three tiers of the beverage alcohol industry and member of the frm of danow, mcmullan & panoff, p.c.. 275 madison ave, ny, ny 10022. (212-370-3744) [email protected] know the law an update on caterer's and charitable permits and what can be sold in your store by keven danow in order to obtain a charitable permit, the organization must qualify for charitable deduc-tions by its donors. #1 selling red wine in the u.s.* #1 premium white blend* #1 new chardonnay** #1 rosé above 10* 2010 folie à deux winery, oakville, ca *ac nielsen, u.s. food stores, vol., 26 weeks ending 10/17/09 **ac nielsen, u.s. food stores, vol., 52 weeks ending 10/17/09 07%hyhudjh0hgld)xooglqgg 30

10 beverage media october 2010 thefind thefind three-martini brunch those days of guzzling three martinis during lunch may be over, but not so for brunch. mike ryan, head bartender at sable in the hotel palomar chicago, has created a 10 flight of three, four oz. gin martinis that pay tribute to popular gin brand ambassadors: “the winchester” (tanqueray, noilly prat dry, housemade orange bitters, lemon twist “the warner” (beefeater, dolin dry, regan’s orange bitters, lemon twist) and “the charlotte” (hendrick’s, cocchi americano, angostura orange bitters). cognac for scotch lovers cognac isn’t just for postprandial sipping. rémy martin’s sumptu-ous 1738 accord royal is ideal for sipping neat, on the rocks or in an autumn cocktail. tracing its roots back to 1738, it’s comprised of over 240 eaux-de-vie, aged up to 20 years, that lend it a rich, smooth, mellow profile that makes a fitting alternative to scotch and bourbon. srp: 49.99 sipping italy eataly, the new italian gastronomic haven in new york helmed by lidia bastianich, mario batali and joe bastianich, presents vinitaly day at eataly on october 25 th , showcasing the store’s collection of italian wines with a special trade and consumer tast-ing. vinitaly in verona, held each april, is the largest wine fair in the world with over 4,500 producers. tower watch germany’s most successful wine brand in the international export market, black tower, returns to the u.s. with a new two-tone bottle: a clear lower half exposes the wine while the upper half retains its signature black color. the portfolio, currently available in ny, nj, fl, pa, il and tx, includes rivaner, riesling, pinot grigio and dornfelder pinot noir with convenient screw tops. srp: 8.99 tequila with dinner one comes from agave, the other from grapes, yet gary shansby, founder of tequila partida, has always seen the parallels between tequila and wine. to illuminate this connection, shansby has teamed up with wine icon michael mondavi for a series of pairing dinners that flaunt how high-quality tequila sipped neat can complement the culinary experience. the first din-ner was held at jardinière in san francisco followed by blackbird in chicago, la palme d'or in miami and abacus in dallas los angeles and new york to follow.

á z for over 600 years, bison grass hand-harvested from europe’s last primeval forest has infused smooth polish vodka with aromas of vanilla and almond. a blade of this grass – and six centuries of tradition – are captured in every bottle of u.

14 beverage media october 2010 tri-vin imports brings werewolf wines to the world winebuzz winebuzz napa valley winery raymond vineyards has launched three new wines: family classic (srp: 19.99), a cabernet made with napa, sonoma and lake county grapes exclusively for retail outlets the sommelier selection (10-12 by-the-glass) is a restaurant exclusive and the r collection field blend (srp: 14.99) made with seven different varietals in-cluding cabernet, merlot, syrah, petite sirah and zinfandel. raymond’s new line-up pepperwood by the box don sebastiani & sons recently began offering pepperwood grove wines in the three-liter box format—big green box. the company believes that consumer re-luctance to buy 3l has to do with the fact that they don’t see brands they recognize big green box solves that problem. (srp: 19.99) transylvania, romania has a long tradition of producing unique and exciting wines, and werewolf wines takes up the mantel proudly. tri-vin imports is now the vessel through which the world gets a taste of werewolf wines. werewolf’s distinguished packaging is unique with trademark claw marks and a bright, full moon. the line includes a merlot, cabernet sauvignon, pinot noir, pinot grigio and chardon-nay—great for halloween—and all year long. the preeminent south african wine importer, cape classics, is augmenting its portfolio with three premium additions: the highly-rated mvemve raats mr de compostella (aka mr de compostella), a small production bordeaux-style blend that is a collaboration between winemakers bruwer raats and mzokhona mvemve (srp: 59) four glenelly estate wines, owned by may-eliane de lencquesaing, bordeaux doyenne and former owner of château pichon longueville comtesse de lalande and ken forrester vineyards, known for putting chenin blanc on the map. cape classics’ growth spurt taking rosé up a notch long island’s wölffer estate vineyard in-troduced a third rosé to their portfolio— “grandioso.” the pinnacle of the wölffer trio of rosé wines (which also includes the classic tier rosé and a sparkling rosé), grandioso is composed of 60% cabernet franc, 30%cabernet sauvignon, 11% merlot and 9% chardonnay. it was re-leased somewhat late in the rosé season, yet due to its flavor profile—lime, cilantro, peach and berry flavors laced with a hint of oak and minerality—will make a great part-ner for thanksgiving turkey. (srp: 29) hailing from argentina’s uco val-ley in mendoza, caminada kicks off in the u.s. market with its 2009 vintages of malbec and chardon-nay made from grapes grown be-tween 2,600 and 3,200 feet above sea level in the foothills of the an-des mountains. (srp: 10.99) caminada debuts with malbec and chardonnay galacia’s best seller arrives the number one selling white wine in spain’s galacia region, viña costeira, has come to the u.s. market. champion-ing “heirloom varietals,” the wine includes the region’s signature grape, treixadura, along with other local grapes, torrontes, loureira, godello and albariño. costeira is made by the region's largest winery, vi-tivinícola del ribeiro they are committed to traditional winemaking practices which includes hand-picking in small clusters and low alcohol levels. (srp: 12.99). winebuzz_oct10.indd 3 9/15/10 6:04:18 pm

v i brant rioja great values at any price point, wines that are ready to drink when purchased, and are unmatched when it comes to food pairing make for rapid sales. rioja wines are hot! put them on your shelves and watch the cases move. learn more at and get in on the action today! 5lrmd[dgb%1lqgg 30

16 beverage media october 2010 whiskeybuzz whiskeybuzz compassbox celebrates 10 th anniversary with “flaming heart” release one decade ago, london-based, american-born john glaser made a name for himself as an innovator in the world of scotch whisky with the launch of his craft-blend-ed compass box whiskies. glaser’s unique approach— eschewing the use of caramel coloring, chill-filtering and championing blends rather than single malts—has won over many fans. next month, glaser will unveil flaming heart, a small batch whisky, in limited quantities. srp: 85.00 the glenrothes announces 1998 vintage the famous speyside distillery just intro-duced its 1998 vintage, which will have a wider distribution than in the past. featuring a soft, mature palate with loads of citrus fla-vors and undertones of maple syrup, vanilla and lemon notes, the 1998 glenrothes is the first to bear the signature of malt master gordon motion, who recently assumed the role after john ramsay moved on to retire-ment after nearly 20 years in the position. srp: 54.99 honoring parker beam this is the fourth edition of parker’s heritage, a limited release that pays tribute to sixth generation master distiller parker beam. cask-strength and non-chill filtered, it is made with soft winter wheat instead of rye which results in a less spicy, rounder bourbon. it is available nationally this month. srp: 79.99 kentucky’s first maltwhiskey since 1919 dr. t. pearse lyons, president and founder of alltech lexington brewing & distilling company, had long dreamed of creating a malt whiskey in kentucky. his release— pearse lyons reserve—is a double-distilled whiskey produced in a copper pot still from scotland with a very smooth taste profile. only available in select markets srp: 54.00 cardhu hits u.s. market part of the diageo classic malts collection, cardhu 12-year-old is once again available in the u.s. the cardhu distillery—located in one of the most coveted locations in speyside—is known for the “thick, rich, smooth” style of its single malts and was purchased by the owners of johnnie walker in 1891. srp: 42.99 balblair—world’sonly all-vintage singlemalt while several scottish distilleries release limited vintage malts, balblair is the only producer to do so exclusively. balblair highland single malt takes an approach much like wine—selecting optimum years and releasing them when they are ready to be consumed on a vintage by vintage basis. while each is markedly different, there is a house style: warm toffee, vanilla and sweet fruit flavors predominate. balblair 1991 (129.99) and balblair 1997 (64.99) are the first two vintages in the portfolio available in the u.s. four roses turns 100 lawrenceburg, ky’s historic four roses dis-tillery celebrated it's 100 th anniversary with the release of an anniversary limited edition single barrel bourbon. bottled at barrel strength and non-chill filtered, only 2,300 bottles of the 17-year-old bourbon will be produced. srp: 79.00 whiskybuzz_oct10.indd 3 9/10/10 3:27:03 pm

1792: the year kentucky became a state, and the namesake of our handcrafted, small batch 8 year-old bourbon. with a taste as rich as the heritage of bourbon’s birthplace, 1792 consistently receives high praise from the most prestigious whiskey reviewers and publications. 92.5 rating “in a herd of any 30 random bourbons, this one would stand out by nose alone. a delightful and by no means understated degree of charm. fabulously different and wholly adorable.” — jim murray’s whisky bible 2010 score 89 silver medal: highly recommended “deep amber color. aromas of honeyed fruit cake and chocolate covered cherries follow through on a soft entry to a dryish medium-to-full body with caramelized nuts and exotic peppercorn notes. finishes with a nice ginger and spice accented fade with noticeable heat. serve with a splash.” — beverage tasting institute distilled and bottled by barton distilling company, bardstown, ky. 46.85% alc/vol (93.7 proof) please drink responsibly 1-866-729-3722 [email protected] btrr-10308 - beverage journal july.indd 1 5/20/10 10:04:15 am

18 beverage media october 2010 christian brothers honey fizz 2 oz. christian brothers honey 1 oz. club soda 1 squeeze of lime pour over ice and stir. garnish with lime twist. season'smenu season'smenu zu polish martini 2 oz. zu vodka 1 oz. apple juice 2 bar spoons of honey dash fresh lemon juice shake and strain into martini glass. garnish with green apple slices and bison grass. figtini 4 oz. figenza fig vodka sliced fresh fig garnish pour figenza into a shaker with ice and shake until chilled. strain into a martini glass. garnish with a thinly sliced fresh fig. the redbud 1 oz. tito’s handmade vodka 1 / 8” wheel mariachi pepper oz. house-made grenadine juice from 1 orange juice from half a lime dash sea salt dash fee brothers grapefruit bitters 3 pomegranate seeds in a mixing glass, muddle the mariachi pepper, grenadine, bitters and sea salt. add the tito’s handmade vodka, lime, orange and ice. shake, strain and sink with a dash of grenadine. garnish with the pomegranate seeds. evan old fashioned dash of angostura bitters tsp. sugar 1 oz. evan williams bourbon 1 oz. splash of soda/water cherry orange slice lemon twist build in an old fashioned glass filled with ice cubes. ginger margarita 1 oz. domaine de canton 1 oz. silver 100% agave tequila oz. triple sec part fresh lime juice shake and strain over ice in a rocks glass. garnish with a lime wheel. amaro sour 1 oz. averna 1oz. gin 1 oz. st-germain oz. fresh lemon juice 2 muddled brandied cherries mix ingredients together and enjoy. photo credit: rebecca fondren

kdd9ddejc8 1 part malibu coconut 1 part malibu banana 1 part malibu pineapple 1 part cranberry juice 1 part pineapple juice 1 part orange juice build ingredients over ice. pour over ice in high-ball glass. dgc6ahc 1 parts absolut mandrin part hiramwalker original cinnamon squeeze of lime 2 parts ginger ale build over ice, pour into high-ball glass, garnish with a lime wedge 7add9h86gn [email protected] 4 oz. prosecco 1 oz. freshly squeezed blood orange juice oz. campari oz. simple syrup 1 oz. blavod black vodka, chilled in a champagne flute com-bine prosecco, orange juice, campari and simple syrup. pour vodka over the back of a cocktail spoon into glass creating a layer of black. serve immediately. 7g6cg::o: 1 oz. crystal head vodka 1 to 2 oz. pure lime juice 1 oz. simple syrup combine all the ingredients with ice in a blender. blend until ice is well crushed. serve in a sugar-rimmed rocks glass garnished with a slice of lime. b69:n:b6gic oz. hpnotiq liqueur 1 oz. super-premium vodka 2 oz. lychee juice for eyeball garnish: 1 canned grade aa lychee in syrup, drained tsp. cherry, strawberry or raspberry preserves 1 blueberry build ingredients over ice, top with eyeball garnish. 7d77c6eea:h 1 parts jameson 1 parts apple juice 1 parts ginger ale build over ice in a high-ball glass and garnish with an apple wedge. a69neg6i: 1 oz. blackheart premium spiced rum 6 oz. lemon lime or cherry cola pour blackheart premium spiced rum into a glass with ice, fill with cherry cola, stir. 6aadl::c cocktails 6aadl::c:b6gic 3 oz. premium vodka 1 oz. pama pomegranate liqueur 1 oz. pineapple juice pour ingredients into a shaker with ice. shake and strain into a chilled martini glass. garnish with a lemon twist. 7aj:6aadl::c6c 2 parts malibu coconut 1 part blue curacao 2 parts pineapple juice shake ingredients and strain over fresh ice into a cocktail glass halloweencocktails_oct10.indd 3 9/15/10 5:03:42 pm 20 beverage media october 2010

22 beverage media october 2010 theconnection theconnection check out the latest iphone apps lucid absinthe supérieure lucid absinthe supérieure, the first authentic absinthe in 95 years in the u.s. market, has launched the first official free absinthe iphone application. this application includes a library of modern and traditional lucid absinthe cocktails and shooters, and opens up the lucid world to mixolo-gists, absinthe connoisseurs and newbies alike. users can share recipes via facebook, twitter and email. lucid for iphone also includes an interactive absinthe louche demonstration along with the history and mystery of this notorious spirit. madmen cocktail culture app ever wonder if you could make a tom collins as well as little sally draper can? or which glass is right for serving a blue hawaiian? do you know whether a martini should be shaken or stirred? amc’s mad men cocktail culture game makes you feel like you’re on madison avenue in 1964, making advertising history. master the art of mad men style cocktails and get free cocktail ideas, a free vodka cocktail recipe and the ability to share cocktail game results on facebook and keep up with the show. support is just a click away one of the unique digital expressions of jose cuervo’s “cue the cuervo” multi-tiered national marketing campaign, “cue the cab” is a free iphone app that leverages mobile technology to provide consumers with a one-touch option to request a safe ride home. the program synchronizes a consumer’s location with a cab company for pick-up at no additional cost for co-ordination, ensuring a safe ride home after a legendary night out with jose cuervo. cue the cab from jose cuervo effen bar locator now fans of effen vodka can be connected to the nearest bars and restaurants that carry the brand, and enjoy effen vodka cocktails anytime, nearly anywhere they are. the app is now available for iphone 3gs and 4 and is location-based, featuring “augmented reality” technology that merges a live camera feed with gps, compass and accelerometer technology. when activating the app an overlay of location-based directions to the nearest bars and restaurants stocking effen vodka appear on the phone’s live camera feed. results can be shown in a list or filtered by distance. theconnection_oct10_final2.indd 3 9/17/10 12:05:48 pm

no additives. no glycerin. no citrus oil. no sugar. p u r e s p i r i t company (750ml) party (1.75l) 53%9/52(%!2).2%30/.3)",9s#rystal(ead6odka 'rain6odka!lc6ols)mportedby7ilsonaniels ,tdÃt(elena #! distributed by southern wine & spirits 800.272.4255 crystalheadvodka_oct2010.indd 3 9/14/10 4:34:08 pm

24 beverage media october 2010 on-premiseprofile w hen wolfgang ban and eduard frauneder opened seäsonal restaurant & weinbar in midtown man-hattan in late 2008, the mission was to spotlight the cuisine of their native austria while updating these homespun classics with refned, modern accents. one way of celebrating this culture is through their extensive wine list of the over 200 selections, about 60% are aus-trian and 20% german. “we are focused on contemporary austrian food, and i think these wines go very well with our cuisine,” says ban, who also runs the restaurant’s beverage program. “there is also a lot of value for the quality they have.” seäsonal’s prime 58 th street loca-tion means it’s a pre-dinner hit with carnegie hall, city center and lincoln center patrons—a typically affuent, cultured crowd interested in learning more about a wine region in which they might have limited knowledge. “they are our greatest partners—especially when an austrian composer is in town and our guests are even more eager to taste the food from this region.” food friendly varietals thanks to the burgeoning popularity of grüner veltliner, consumer awareness of austria’s distinctive, food-friendly white varietals has risen. ban’s goal is to introduce less exposed wines to his guests. “from the wachau, in lower austria, the whites tend to have a min-erality that goes with fsh dishes and wiener schnitzel,” notes ban. “when it comes to something more foral, then i would recommend a sauvignon blanc – still very dry – from styria, in the most southern part of the country.” crisp whites might be more well-known on austria’s gastronomic radar, but ban also uses seäsonal as a forum to introduce austria’s stellar reds to his guests, like those from burgenland in the east. “there’s a very warm climate which means very powerful reds,” he points out. ban agrees that “more people know about austria’s white wines” which meshes nicely with the trend he notices in his restaurant that “guests tend to go for white.” however, he singles out austria’s new breed of innovative young winemakers “who are really rethinking winemaking in austria” such as paul achs, who is “making some really inter-esting blaufrankisch. there is a lot of terroir captured in these wines.” mixing it up to help boost excitement over seä-sonal’s wine list, ban and frauneder recently hired austrian native martin kulmholfer to be a sommelier. “it’s quite interesting with a real sommelier on the foor,” says ban. “i have seen an increase in bottle sales.” for diners who don’t want to splurge on a whole bottle, there are approximately eight white and six red varieties offered by the glass. “we try to minimize quantity and emphasize quality,” says ban. the bar at the front of the res-taurant is not just for post-concert revelers to get a glass of wine. ban pays special care to the cocktails be-ing crafted here, with an attention to authentic ingredients like apricot and elderflower reflective of austria’s cuisine. “i think it’s part of a good restaurant to not just offer wine and beer but different cocktails,” says ban, who is currently tinkering with new fall creations featuring grape juices and beer to “go more intense in fla-vor now that it’s cooler.” it’s very im-portant, he points out that, “cocktails are interesting and flavorful but not too strong. we are not a cocktail bar. we try to give people a nice evening experience. if a cocktail’s too stiff that you cant taste the food, then we have failed.” unconventional austria seäsonal has customers seeing red by alia akkam eduard frauneder and wolfgang ban seäsonal restaurant & weinbar 132 west 58 th street, nyc

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nygrapevine 26 beverage media october 2010 f ranklin ferguson thought it was strange: the canadian-based international somme-lier guild offers courses in dallas, san francisco, even china. yet in new york, a city steeped in a vibrant sommelier culture, there were none. new york-based students interested in partaking in the orga-nization’s highly effective courses were left to travel to boston to take them – not anymore. ferguson, who co-owns beachfront res-taurant navy beach in montauk, is in the midst of organizing the isg’s frst new york classes, slated to make their debut in early 2011. “new york is such a somme-lier capital, it makes sense to have isg represented here,” says ferguson, for-merly of sushisamba new york and social hollywood. “most of our at-tention has been on public relations and marketing efforts and getting the isg name out there. a lot of the people in the industry still don’t know what we do,” he continues. they should. what isg does is of-fer an in-depth wine education to fu-ture sommeliers and wine profession-als, an alternative forum to the more widely known court of sommeliers, wildly popu-lar thanks to a collabora-tion with southern wine & spirits. “isg is not the type of education where students just come in and listen to a lecture over two days. we give structured courses with an emphasis on ob-jective—not subjective— tasting techniques. this is something that’s not taught any-where else and could be advantageous. it gets students to de-velop their palate and vocabulary so they don’t have to keep using ‘barnyard’ to describe a wine’s aroma.” after wine fun-damentals i and ii c l a s s e s , s t ud en t s can then embark on a s ix-month- long sommelier diploma program. “new york has great talent,” says ferguson. “by getting these students enrolled in our classes we’re showing we’re a serious company.” a serious wine education introducing the international sommelier guild to new yorkers by alia akkam franklin ferguson for more information on layer cake wines or to place an order, contact: angels’ share wines metro & upstate ny 718-407-4121 lauber imports metro new york 800-272-4255 lauber imports upstate new york 800-767-5034 for trade tools visit layercaketrade “layer cake is the ultimate affordable luxury” -anthony giglio food & wine’s 2010 wine guide layercake2010:1/3 vertical-new yorkrev 7/15/10 1:33 pm page 1 isg gets students to develop their palate and vocabulary so they don’t keep using ‘barnyard’ to describe a wine’s aroma. now puts you just a click away. what’s new ? bevnetfractional_4.036x1.219.indd 1 9/16/10 10:47:06 am

for sales and distribution information visit 2009 one true vine, llc facebook: layercakewine twitter: layercakewine handmade in: luxury everyone can af ford australia italy california argentina layercake2010:bevmediafullpage 3/1/10 4:10 pm page 1

28 beverage media october 2010 talkintech a fewmonths ago we talked about design choices that will set your website apart. among the op-portunities for creating a good impression we mentioned the increased expectations for the itemdetail page. the general rule for this page is to provide as much information as possible however, the growing availability of content has raised some new design challenges. this list delineates ways to lift your site be-yond the required minimum: 1. product image: some stores pre-fer to show only labels and some prefer bottles. labels can convey more infor-mation bottles are sexier. why not show both? clothing retailers do a great job showing different angles and col-ors for an item, and this is an idea that converts well to wine. alongside your preferred image why not offer different views for customers who prefer to see a bottle, logo or promotional picture. 2. item detail: what information can you provide about this wine that helps your customer? the regional classifca-tion and grape varieties are pretty essen-tial. a tasting note, wine style guidance and food pairing info are useful. tech-nical information about the harvest, al-cohol content and quantity produced is all good. as consumers rely more heav-ily on third party recommendations the above information needs to be acces-sible but is less critical than it has been. 3. ratings and reviews: whereas retailers used to rely exclusively on rat-ings from the main wine publications, consumer generated reviews are receiv-ing increased prominence on product pages. the good news is that consumer wine ratings tend to be four and fve star reviews. increasingly stores will create ratings fags of their own to retain some infuence of this important sales tool. decide on the correct balance between handing control of your marketing to your customers and displaying authori-tative reviews. 4. social media tools: you may con-sider these little more than the “feature du jour” but a decision on whether to include links to facebook and twitter should be based on whether your cus-tomers will use them. you don’t need to have a facebook page to beneft from customers sharing a link to your website with their friends. it is instruc-tive to note that the wine industry’s loudest proponent of social media has his social media links hidden behind a tab on his detail page. 5. e-commerce: the goal of this page is to sell some wine. use a high contrast button as the call to action, and make sure pricing levels and incentives are well positioned. anything that might distract from closing the sale like a “wish list”or “favorites” link should not compete for attention with the buy but-ton. consider including a confdence-building statement like “in-stock and ready to ship”… unless it isn’t. 6. related products: even after all the effort you put into dressing up the details on this page, your customer may not be ready to grab your product. don’t make this an excuse for her to leave your website. she was looking at an oregon pinot gris, do you have other pinot gris from the u.s. or ital-ian pinot grigio? if these are where you would take her in the store, you should show these options from the item detail page. you can do this by providing links to related categories or showing specifc items your customers may also like. your item detail page should be one of the hardest working pages on your site as it seeks to convert as many visi-tors as possible. collecting the above information is part of the challenge but don’t forget to design a page that makes it all accessible while helping your cus-tomer with her decision. to comment on this column or to learn more about how beverage media can help with a website for your store visit, or contact ian griffth at 617-864-1677. follow us on twitter at sweating the details too much info? by ian griffith whereas retailers used to rely exclusively on ratings from the main wine publications, consumer generated reviews are receiving increased promi-nence on product pages. decide on the correct balance for your store.

named after the founders of the dalmore. but making quite a name for itself. this very rare new release celebrates an incredibly rare act of bravery. in 1263, an ancestor of the clan mackenzie risked his life to prevent king alexander iii from being gored by a charging stag. the grateful king granted him the right to bear a stag’s head, a ‘12 pointer’ or ‘royal’, in his coat of arms. this 1992 vintage was initially matured for 11 years in american white oak casks before being transferred to port pipes from oporto for a further six years. only 200 bottles are available for sale in the us and they’re now available to order. so don’t miss out on your chance to own this unforgettable masterpiece. 2010 the dalmore and the stag device are registered trademarks of whyte and mackay limited. the dalmore single malt scotch whisky 46% alc/vol (92% proof). imported by shaw-ross international importers, miramar, fl – drink responsibly. beverage testing institute of chicago 2010 96/100 c.p001.indd 1 c.p001.indd 1 9/10/10 2:40:58 pm 9/10/10 2:40:58 pm

northernexposure from the very first episode of mad men, amc’s beloved drama revolving around madison avenue’s most thrilling circa 1960 ad agency, it’s clear that don draper, the charismatic protagonist, savors drinking canadian whisky. his love for rye, as it was then called, is so nuanced, it’s canadian club in particular he seeks out as the series progresses, it is this iconic brand we constantly see him reaching for, drinking straight up. canadian whisky – it never went out of style by alia akkam c.p002.indd 1 c.p002.indd 1 9/10/10 3:25:09 pm 9/10/10 3:25:09 pm

scotch. bourbon. irish whiskey. they certainly are more famous than their canadian counterpart yet this lack of at-tention is misleading: canadian whisky is actually the most popular of the lot. what may be deemed a “cool, new cat-egory” thanks to mad men has actually always been strong according to alan george, brand director of brown-for-man’s canadian mist. “canadian whisky is the largest and most successful of the major whiskey categories,” attests dean phillips, ceo and president of phillips distilling company, which has just re-released revel stoke, the first spiced ca-nadian whisky on the market. according to discus, in 2009 15.8 million nine-liter cases of cana-dian whisky were sold in contrast to 7.9 million for blended scotch 1.1 million for single malt scotch 15.1 million for bourbon and tennessee whiskey and 1.1 million for irish. in terms of 2009 gross revenues, canadian’s 1.47 billion accounted for 27.5% of the 5.34 bil-lion whiskey category trumping all but bourbon in total sales. almost half of the canadian revenues were represent-ed by super-premium sales. b ack “in the limelight” yet despite this stronghold on the cate-gory, canadian whisky’s reputation hasn’t always been as glamorous as, say, sipping a scotch on the rocks. steve beal, san francisco-based mas-ter of whisky for crown royal, says the brand in particular “is really pervasive it’s a part of the american fabric. not to say that it’s been taken for granted, but it’s al-ways been here, and people just expect it to be around in a way.” “canadian whisky distillers tradition-ally offered a very modest range of ex-pressions which, i believe, limited appeal among whisky aficionados,” points out phillips. “success is probably the catego-ry’s achilles heel.” michael cockram, senior director of canadian whiskies at beam global spirits & wine, also agrees the spirit has maintained a low profile: “scotch enjoys a reputation for complexity bourbons have benefited from frequent special releases like small batches. no-body has talked about canadian whis-ky for a long time. we want canadian club to be the champion of the catego-ry, to get it back on people’s radar and back into conversations. consumers are drawn to authenticity and heritage which are two things canadian club brings to the table.” t he mad men effect a notable presence on mad men has cer-tainly helped bring that vision closer to reality. “the office of mr. draper is not a bad place to be he served the best spirits to impress his high-profile clients. place-ment on a show such as mad men is a great way for us to reach a new audience of engaged consumers,” cockram adds. canadian club may have lucked out in terms of product placement but its sig-nificance has the power to stimulate the entire category. greg don nasser, mixol-ogist at kimpton’s grand cafe brasserie & bar in san francisco, says that “mad men is a success because it depicts such a seductive decade. the heady cocktails and classic signatures of that era are mak-ing a comeback.” beal points to the larger trend of a return to brown spirits for helping bring attention to canadian whisky. he sees customers drinking it up at whiskyfest, and united states bar-tenders’ guild mixologists integrating it into cocktails. lisa smith, marketing director for constellation brands’ black velvet, com-ments, “don draper’s preference for ca-nadian whisky is certainly a benefit to the category, as it helps increase awareness and makes it hip to once again order a drink made with ‘rye.’ but recent trends should also be a factor in the continued growth of canadian whisky. considering the product benefits of this category, in-cluding its mixability, consistent quality and affordability, coupled with the recent trends in brown spirits and classic cock-tails, the future looks positive.” phillips notes how canadian whisky first became popular during prohibition its profile was then raised through mar-keting by seagram and hiram walker that positioned it as lighter and more drinkable than scotch or bourbon. to-day’s corresponding fascination with vintage cocktail habits bodes well for canadianwhisky do as don does: mad men’s central character savors a glass of canadian club 20 15 10 5 0 2009 whisky volume* millions of 9-liter cases blended scotch single malt scotch bourbon & tennessee irish whiskey canadian whisky 7.9 1.1 15.1 1.1 15.8 *source: discus c.p003.indd 1 c.p003.indd 1 9/10/10 3:26:19 pm 9/10/10 3:26:19 pm

canadian whisky. this is why phillips felt it was timely to re-release revel stoke this september. when it made its debut in 2000, it attracted a cult follow-ing. but after phillips began focusing its efforts on different brands such as bel-vedere, revel stoke began to disappear from shelves. “the growing number of requests we’d been receiving for revel stoke, from the u.s. and canada, as far away as europe and australia, indicated that something was bubbling. the ex-plosion of spiced rum, growth of higher proof brands and emergence of flavored whisky over the past decade also make now the perfect time to re-introduce revel stoke. it was a different world in 2000,” phillips explains. u pping the ante canadian mist consumers craved some-thing new. “it’s been popular for a long time with its core brand, but other brands in other categories have an up-scale expression,” notes george. “that was a gap, and people were disappointed there was nothing to trade up to for spe-cial occasions.” enter black diamond, canadian mist’s new, smooth, upscale offering flaunting a higher sherry and rye content. crown royal has always been per-ceived as an upper marque, “transcending the category overall,” points out beal. “it can appeal to a 24-year-old graduate or harvard lawyer.” a younger audience, one that places an importance on seeking out quality spir-its, has become a coveted demographic for canadian whisky brands. since its launch in 2003, hood river distillers’ pendleton canadian whisky has proven to be one of america’s fastest-growing whisky brands. according to adams, it grew 29.8% from 2007 to 2008. “our demographic is the everyday man and woman who lives and enjoys the western lifestyle. pendleton whisky was specifically created to cel-ebrate the bold spirit of independence and the hard work ethic of the american cowboy and cowgirl, and we have stayed true to this audience over the years,” says ron dodge, president and ceo of hood river distillers. black velvet is capitalizing upon a brown spirits resurgence to expand the current consumer base. in january of this year they launched a sleek, contemporary, new package, kicking off a series of ini-tiatives aimed at the legal drinking age (lda) audience. currently, canadian club’s main tar-gets are men ages 40-59 but they are also looking to reach a younger base of con-sumers now, showcasing its smooth profile and flexibility “that meshes with younger guys’ interests,” adds cockram. phillips pinpoints the ideal revel stoke early adopter as “a music-loving, outdoors-exploring, craft brew-buying lda-45-year-old who relishes discovery and sharing with friends.” through re-search and intuition he believes revel stoke “will attract new buyers to the whisky shelf it will be incremental to the category in the same way captain morgan expanded rum volume. it will attract— and trade up—spiced rum drinkers, appeal to current north american whiskey con-sumers and has the potential to become a very popular shot brand.” b artender’s choice canadian whisky drinkers tend to be loyalists, sipping it neat or on the rocks. george says this has to do with past tra-ditions. canadian mist, for example, has been recognized as primarily an off-prem-ise brand, but the new black diamond has the potential to make inroads to the on-premise. “we as a collective need to remind consumers of and reinforce the reason the category was born to begin with: canadian whisky is light and versa-tile. while it’s enjoyed neat, on the rocks, with water or a simple mixer like ginger ale, it’s also a great fit for a cocktail such as an old fashioned,” george explains. canadianwhisky canadian mist black diamond revel stoke spiced whisky pendleton blended whisky canadian club classic 12 years aged forty creek barrel select crown royal blended whisky black velvet blended whisky c.p004.indd 1 c.p004.indd 1 9/10/10 3:27:37 pm 9/10/10 3:27:37 pm

enjoythe official drink of movember 1 1/2 parts canadian club whisky 4 parts ginger ale splash of cranberry juice cc burgundy officially supports give men's health morethan a little lip service raise a delicious canadian club cocktail and salute men nationwide as they adorn their upper lips in grand style. these prolific facial statements raise awareness and funds for men’s health—specifically cancers affecting men. throughout the month of november you can help the cause. grow your own luxurious mo (short for moustache), sponsor one who grows a mo, or donate to help find a cure. register now at canadian club blended canadian whisky, 40% alc./vol. 2010 canadian club import company, deerfield, il all trademarks are the property of their respective owners. c.p005.indd 1 c.p005.indd 1 9/10/10 2:44:49 pm 9/10/10 2:44:49 pm

each of canadian club’s 6-year, 10-year reserve, classic 12-year and sherry cask expressions offers a different ex-perience to consumers. cockram sees drinks like the manhattan, whisky sour and “cc & ginger” gaining mo-mentum: “we expect to see this resto-ration of classic style and masculinity in terms of drink choice continue.” on the innovative end of the spectrum, gavin downie, bar manager of flex mussels, the popular prince edward island out-post now open in new york, uses cana-dian club in his “green gables” with cointreau, fresh lime, pineapple juice and house-made brandied cherries. kenneth eberle, sommelier and bartender at new york’s bar henry, reveals that the common bourbon manhattan has lost ground to the original rye whisky preparation. “it’s a renaissance of traditional spirit-based cocktails in short, sweet and rich is out, lean, dry and spicy is in.” one of eberle’s canadian whisky cocktails is the “yukon,” with bénédictine and fresh lemon stirred and poured over the rocks, rinsed with absinthe. “ca-nadian whisky is not densely packed like bourbon and it’s much friendlier to mix than scotch,” he points out. this versatility is reflected in the playful cocktails nasser makes in san francisco like the southern-style “vancouver sun” with ginger and grand marnier and the “maple leaf” with real maple syrup to “give it a bit of sweetness while the main body of the drink retains the delicious, woody taste that we would connote with canada,” he says. another benefit to canadian whisky’s accessibility is that it is a fitting transition for vodka and gin drinkers. “it’s milder than most other whiskies and can be easily enjoyed in a cocktail with juices and mixers,” says nicolas pelaez, restaurant manager at kimpton’s bookstore bar in seattle. “in the right drink, canadian whisky can taste just as light and refreshing as what they’re used to. the change from a cosmo to a single malt is too dras-tic, but a ‘crown royal press’ (crown royal, squeezed lemon wedges, bitters, lemon-lime soda) can be very appeal-ing to a typical white spirit drinker.” recently, bookstore bar partnered with crown royal for its ‘third mon-day liquor 101 tasting’ where in addi-tion to the press, the “perfect number 16” (crown royal cask no.16, noilly prat, sweet and dry vermouths, bitters) was also a hit. at blt steak camelback inn in scottsdale, az, beverage director trudy thomas sees this trend through the lens of prohibition-era cocktails and how they are attracting her cus-tomers. where once they ordered “big steakhouse” libations like a martini, they are now branching out with retro creations such as the ward eight and algonquin—cocktails where cana-dian whisky shines. thomas likes to give her cocktails modern twists, such as swapping the lemon and grenadine in a ward eight for blood orange and pomegranate. she does encourage ca-nadian whisky newbies to go straight for the more upscale marques: “you need the richer tiers move past what your grandparents were drinking.” those who do—and take a gamble on less well-known qual-ity brands such as whistlepig and caribou crossing and boutique favorite forty creek—will be re-canadianwhisky today’s fascination with vintage cocktail habits bodes well for the canadian whisky category. c.p006.indd 1 c.p006.indd 1 9/10/10 3:28:42 pm 9/10/10 3:28:42 pm

s peachtree schnapps s pucker sour apple schnapps s razzmatazz schnapps s pucker watermelon schnapps s pucker strawberry schnapps seuyper isthenations.o. sellingdomesticcordialline nowwithoverflavors seuyperismadewithnaturalflavorsandnohighfructosecornsyrup add any of these five fruitful flavors to your favorite margarita recipe to effortlessly satisfy any flavored margarita craving. flavored margaritas just got easier. euyper#ordials,iqueurs !lc6ol*ohneuyper3on #incinnati /( &acebookandthe&,ogoareregisteredtrademarksof&acebook )nc c.p007.indd 1 c.p007.indd 1 9/10/10 3:30:27 pm 9/10/10 3:30:27 pm

warded according to downie: “these whiskies stand in stark contrast to many critics’ claims that canadian whisky is bland and thin.” b eyond the tube the synergy between canadian club and television continues with boardwalk empire, the new hbo show, set in the 1920s at the dawn of prohibition. cana-dian club and hbo’s collaboration has led to a national campaign speaking to the authenticity of the brand’s significant role in prohibition, with co-branded re-tail marketing material in accounts across the country. canadian club’s marketing initiatives have always been strong: their hide a case adventure campaign, one of the longest-running in spirits history, has consumers utilizing online challenges, a video competition and a live treasure hunt to search for a hidden case in some far flung corner of the globe. addition-ally, canadian club is once again part-nering with the movember foundation, the charity that encourages men to grow a mo, a mustache, during the month of november to raise awareness and money for the prostate cancer and lance arm-strong foundations. appealing to the inner cowboys of pendleton’s customers, hodge says the brand supports numerous rodeos across the country. during the 2010 season, they became the presenting sponsor of the all-american prorodeo series, including over 400 rodeos. “this partnership allows us to promote our brand while supporting the prca, the cowboys and the venue,” notes hodge. most recently, the pendle-ton director’s reserve, a limited-edition 20-year-old whisky crafted in honor of the pendleton round-up’s 100 th anniversary, made its debut. what does all this mean for canadian whisky’s growth? as much as mad men fans will be sad to see it go, the show is scheduled to run its course in a few more seasons. will canadian whisky’s sophis-ticated image linger or will the obsession with a rich past lose its luster? not likely says downie: “even when there’s another historical era to pay homage to, the prod-ucts themselves stick around. you can’t just have one bottom shelf tequila on your bar since the american public became ed-ucated about tequila over the last decade, nor can you get away with only having a flabby oaked california chardonnay on your wine list. a fad is useful to flesh out and expand our knowledge of a particular era and product, and once the fad dies, we have an expectation of quality.” george isn’t worried either: “custom-ers now are more inquisitive about the reasons brands were born. they want to hear the stories behind them, and whisky brands have stories” –ones that even don draper couldn’t spin any better. canadianwhisky canadian mist berry mist lemonade 1 oz. canadian mist oz. chambord 3 oz. lemonade 3 oz. lemon-lime soda mix the canadian mist and chambord in a mixing jar then stir in the lemonade and lemon-lime soda. pour into a tall glass filled with ice. garnish with a lemon wedge or twist. canadian cocktail recipes vancouver sun by greg don nasser, grand café brasserie & bar 1 oz. canadian club or crown royal 2 dashes angostura bitters oz. grand marnier splash fever tree ginger ale serve on rocks garnish with lemon twist or lemon zest on top crown manhattan 1 oz. crown royal oz. sweet vermouth dash of bitters stir with ice in a tumbler. strain into a chilled cocktail glass. garnish with a maraschino cherry or serve on the rocks in an old-fashioned glass. crown royal’s “crown manhattan” cocktail c.p008.indd 1 c.p008.indd 1 9/10/10 3:34:58 pm 9/10/10 3:34:58 pm

introducing moon mountain vodka & moon mountain flavored vodkas crafted. not made. moon mountainvodka is the product of one man’s determination to create a handcrafted vodka as sophisticated as a fine wine. gerry webb was inspired by the all-organic wines artisanally crafted in a setting of unparalleled beauty. he set out to craft a vodka with the same attention to process and ingredients as the vineyard that was his inspiration. gerry traveled the country in search of the elements to create his first handcrafted vodka. he chose a copper pot still and sourced some of the finest certified organic grain in the country. …and moon mountain vodka was born. …and moon mountain vodka was born. moon mountain vodka now available in 50ml pet, 750ml and 1l sizes. moon mountain coastal citrus &wild raspberry flavored vodkas available in 750ml and 1l sizes. 2010 moon mountain distilling co., norwalk, ct. please drink responsibly. c.p009.indd 1 c.p009.indd 1 9/10/10 3:36:41 pm 9/10/10 3:36:41 pm

an example of creative advertising? certainly. even more importantly, it has the power to spark a buying decision the next time a viewer is in a retail store overwhelmed by vodka options and remembers how much fun those guys in the commercial had swirling their glasses of ketel one. “growth in tv and the evolving me-dia landscape provides the opportunity to be extremely targeted, both from a de-mographic and brand perspective, allow-ing us to communicate with consumers in key connection moments where they might be enjoying one of our brands,” says sue jones, media director, diageo north america. she points to ciroc’s ‘official vodka of new year’s eve’ and crown royal’s ‘jimmy bowl’ football program with coach jimmy johnson as good examples of leveraging “the total-ity of the marketing mix by placing our brands in relevant context. in this spirit, television is often part of a fully integrat-ed, 360 degree marketing plan. working in hand with out-of-home, experiential and digital marketing, television can be a driver of consumer participation in other channels.” a spectrum of brands continues to realize the importance of developing in-triguing tv campaigns. over at beam global spirits & wine, amy weisen-bach, brand director for sauza tequila, feels that the creation of a hornitos tv spot was essential to attracting new fans. “we know from consumer research that once consumers are aware of hornitos they have a strong affinity for the brand, and premium tequila is currently the fastest growing segment of the category,” she says. “our brand positioning is all about how hornitos tequila instigates a more interesting night, and the best way to tell that story is through tv and digital advertising where we can bring to life what a hornitos night looks like.” for example, in “doris,” a grizzled old bartender uses a raspy voice to call in sick for a customer—a customer who has far more exciting options than sim-ply going to work the next morning in “cougar,” it turns out a dude’s mother is the sexy, older gal his friend picked up at a bar. tv matters as the distinctive three-tier system reveals, to sell beverage alcohol a number of requirements must be passed in order to ensure responsible drinking. likewise, tv ads must undergo the same scrutiny, upholding stringent responsibility standards as opposed to the ease of selling laundry detergent or cookie dough. since 1934, distillers have abided by a voluntary code of good practice regarding the responsible placement and content of distilled spirits advertising and marketing. a landmark decision in 1948 to not advertise in t here was a time when standing for something stood for something,” the voiceover proclaims in an edgy black and white commercial where a group of young gents, businessmen as their suit attire attest to, gather at a bar while a beautiful woman looks on. it turns out that standing for something still matters—especially for these guys who are making the decision to spend their night on the town drinking ketel one, a brand inspired by 300 years of tradition—instead of whatever the bartender chooses to pour in their glasses. “gentlemen, this is vodka,” the voiceover concludes. “ shot amid a niche media landscape, the right tv ad can lead to more liquor sales by alia akkam c.p010.indd 1 c.p010.indd 1 9/10/10 3:38:40 pm 9/10/10 3:38:40 pm

the television medium was strictly voluntary and became lauded as a stellar example of self-regulation. as this trend continued to shift, with television ads appearing on network affiliates and cable networks in earnest since 1996, a duty to responsible drinking never wavered with the implementation of measures like an outside code advisory board, a 70% adult demographic required for ad placements and always pointing out the importance of responsible drinking. media options have become even more fragmented now. with not only hundreds of niche networks vying for consumer attention, but with internet commercials fast becoming an art form of their own, tv ads prove to be valu-able brand extensions, yet another pow-erful way for a brand to differentiate itself from the rest of the pack. the fall sea-son is an especially choice time to make an impact with highly rated primetime shows back with new episodes. tell a story in 30 seconds in addition to ketel one, diageo’s ad team has also crafted striking commer-cials for brands like captain morgan, which has helped leverage its current “calling all captains” campaign. in these spots, friends are shown in differ-ent scenarios, like a house party where the host, the “captain,” requires every-body arriving to hand over their car keys before entering the party. this year also saw johnnie walker spots featured on the yes network, yankees-specific tv. the two 15- and 30- second spots reveal an empty yankee stadium, celebrating the yankee legacy while looking to the future each spot closes with the john-nie walker striding man. in jameson’s first commercial, “storm,” john jameson, in circa 1781 ireland, embarks on an underwater adventure to rescue a fallen barrel of his beloved whiskey, emerging victorious when he shows up at his own “funeral” with his lost treasure, enriching the tag line, “taste above all else.” wayne hartunian, pernod ricard usa’s vp of whiskey and cognac, feels that if a campaign successfully highlights why a brand is unique, then television can take this communication to a higher level. “tv advertising naturally allows for the campaign to be brought to life in a very rich and engaging fashion,” he points out. “while jameson is an extremely successful brand, there was an opportunity to increase spontaneous awareness through the tall tales of john jameson and the passion he had for his great tasting whiskey.” this approach also works for pernod ricard usa’s other signature brands, like chivas regal, encouraging potential customers to “live with chivalry.” or absolut citron, where actress ali larter appears in tbwa/ chiat/day new york’s short, campy film as “lemon drop,” trying to track down her missing kittens. the color yellow was used extensively throughout, in a key scene the martini version of the cocktail makes a cameo and absolut’s bottle shape is also cleverly hidden in another. speaking to absolut’s socially-engaged demographic, fans can go to to watch the film and download a poster and wallpaper. for jack daniel’s old no. 7, a coun-try song plays in the background of the black and white “label story” com-mercial hinting at how the tennessee whiskey may have gotten its name—a train carrying jack’s barrels across the country, the number of special ladies in jack’s life—lending an air of suspense. the tag line: ‘what the label doesn’t tell you, a sip will’ suggests there is only one way to solve the mystery. “the goal of the advertising was to commu-nicate brand values with consumers around the globe using timeless stories to strengthen the relationship with jack daniel’s lovers, but in a dynamic way that could also attract the attention of new drinkers,” says director of global marketing, jim murphy. as far as the hornitos’ spots, “we wanted to show fun, tongue-in-cheek stories that celebrate the infamy of tequila and the legendary stories that can emerge from a night that starts with hornitos,” explains weisenbach. but does it work? weisenbach says consumers love the ads, based on their feedback on facebook and twitter. the appearance of actress sandy martin, who stars on the show it’s always sunny in philadelphia, also helped generate buzz among fans. but perhaps the best way hornitos knows its ad has succeeded, as weisenbach points out, “one bartender told us that he and his staff call out ‘mom, phone!’ anytime a cougar walks into the bar.” hornitos ad captain morgan ad absolut citron ad c.p011.indd 1 c.p011.indd 1 9/10/10 3:39:59 pm 9/10/10 3:39:59 pm

o ld habits die hard, so it’s no surprise that most res-taurateurs still manage wine training through a smorgasbord of efforts—some tastings, a bit of recommended reading and a few distributor-run classes. that’s if they bother at all. to those outside the food service industry, it’s an extremely odd approach to a product that delivers nearly 13 billion in sales annually in bars and restaurants. that’s why an increasing number of operators are investing the time and money into bringing their staff up to speed through some basic sommelier training. knowledge sales “we sell seven to eight million dollars in wine a year at our restaurants, and to me it would be foolish not to train your sales force on what accounts for one-third of our entire sales,” says chad mackay, coo of the washington based mackay restaurant group, operator of four el gauchos and the waterfront seafood grill. mackay enrolls every server and bartender and even some kitchen staff in the level one introductory sommelier course, paying them during training and reimbursing them for the cost if they decide to attempt and pass the exam. right now, the mackay group has 36 employees who’ve passed the level one certification of the governing body court of master sommeliers (cms), with five studying to do so and three having passed level two to become certified sommeliers. other restaurants large and small have determined that with wine such an integral part of their profile, investing in training pays dividends. kathleen lewis, executive director of the court of master sommeliers, says that the demand for introductory level courses continues to grow, even in the recession: “when we started [about 15 years ago] we did about four introductory courses per year, and now we do more than 40 the growth is tremendous.” while the courses were once the purview of major cities, now the group offers them in burgeoning locations like tulsa, louisville and tucson. fine dining chains, including mor-ton’s and ruth’s chris, now work with cms sister organization the guild of sommeliers on scholarship programs to get their employees involved. “from an employer standpoint, they want their staff to be more educated because the consumer is more educated, but it’s also important to retain employees by giving them this sort of opportunity,” lewis says. study for all programs is indepen-dent and self-guided, which is why most trainees are exposed to the program today via supportive restaurants. many operators aren’t willing to make the in-vestment in training, or prefer to deal with the issue by hiring a wine captain or sommelier to manage floor sales. but as mackay points out, when a customer quizzes a server about a particular wine, the last thing he or she wants to hear is, “let me go and get someone to talk to you about it.” the sale will at least be delayed, if not lost, in the meantime. “why should a casual restaurant or a restaurant chain enroll its people in the master sommelier program?,” asks doug frost, the writer, teacher and consultant who holds both a master of wine and master sommelier designation. “because not only will attendees discover the wider world of wine, they will new world sommeliers how restaurants and retailers boost their wine sales through training by jack robertiello on-premise a mackay restaurant group employee partakes in its wine training program. c.p012.indd 1 c.p012.indd 1 9/10/10 3:44:06 pm 9/10/10 3:44:06 pm

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on-premise understand the standards of beverage service and, more importantly, why those standards exist. and perhaps most helpfully, attendees learn to taste and analyze wines in a blind setting. these skills give them the ability to interact with all their customers, regardless of their wine experience, and with that sort of confidence, far more proactive in selling the widest variety of wines.” building a quality staff further, such training opportunities help to attract and retain quality servers, build camaraderie among a staff when a group studies together, and, of course, give attendees a better chance to make a very good living while a restaurant builds a business. for servers, early exposure to such a program can change the course of a career. bridget sherren, general man-ager of the california grill at walt disney world, believes it did for her: “i was brought up in the program and saw it grow from the very first day, and i would say that participating in som-melier training and having access was absolutely a decision maker in staying in food service for me.” the sommelier program at dis-ney world has yielded more level one recognitions–700–than any company in the world, with more than 300 level ones currently working at restaurants and catering services there. and while the program was mainly a management perk, that has changed over the years. “the people doing the selling are the servers and bartenders. the biggest ben-efit is to the front line cast member who is able to feel comfortable and confident selling wine, translating to a better guest experience,” she says. of course, it makes sense for a place that sold more than 500,000 glasses of wine in 2009 to make that commitment. “sometimes we’re known as the hamburger and hot dog people here and when guests enter our table service, specialty or signature environments, you want to be sure that those folks representing us actually have the knowledge to better direct the guest,” sherren explains. as wine continues to become more common to the american culinary expe-rience, some sommeliers have branched into retail, with other shops using the intro and higher levels as a training tool. at the boulder wine merchant in boul-der, co, both wayne belding, ms, and sally mohr, ms, work the floor. “a retail clerk, just like a sommelier, needs to listen to the customer and hear what it is that they really want,” says mohr. “the only difference is the res-taurant sommelier gets immediate feed-back on the selection where the retail sommelier has to wait for the customer to return to hear their comments.” the commitment boulder management supports any em-ployee interested in pursuing any level of the sommelier diploma. “we tend to draw people that are interested in go-ing through the program, so it becomes a win-win to have employees that are motivated in learning about all beverages from around the world,” notes belding. the commitment, though, even to passing an intro level can be daunting. at disney world, sherren and other certified som-meliers lead classes weekly over six months, and that’s before ap-plicants must sit for the two-day official course and exam. mackay staffers, split among four operations, may need to travel a bit for their joint prep classes, making things more complicated for scheduling, but mackay is undeterred: “i’ve never run the numbers, but say it takes 1,000 hours, and 20,000 total over the last two years compared to 14 million in wine sales, that’s nothing. anything you can do that shows your commitment to having employees succeed helps your restaurant succeed.” while there may still be some snootiness that surrounds the term, sommelier training should actually deliver that demystification of wine once so much talked about, according to frost: “all of the information that sommeliers spend their careers trying to assemble is fascinating, and it might be interesting to some customers. but that information is never as important as each individual customer’s sense of comfort and satisfaction. if a customer decides that white zinfandel is their ideal wine, a well-trained sommelier delivers that wine happily and respect-fully. if the master sommelier program fails to deliver that message, it has failed completely.” bridget sherren court of master of sommeliers tasting chad mackay c.p014.indd 1 c.p014.indd 1 9/10/10 3:45:56 pm 9/10/10 3:45:56 pm

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one would think the panama canal was built solely to ship abuelo rums around the world. who is to say it wasn’t? c.p016.indd 1 c.p016.indd 1 9/10/10 3:48:33 pm 9/10/10 3:48:33 pm

what we do know is that since its initial launch three years ago - abuelo 12 has grown to be one of the most popular rums enjoyed by consumers throughout the u.s. and abroad. abuelo family of rums - sip, savor, enjoy the profits. ron abuelo añejo - the perfect mixer. ron abuelo 7 años - a silky and sophisticated taste. ron abuelo 12 años - very smooth on the palate with a vintage sweet finish. ron abuelo 12 años 2010 san francisco double gold medal winner. passport to profits c.p017.indd 1 c.p017.indd 1 9/10/10 3:49:21 pm 9/10/10 3:49:21 pm

i n europe, there has long been a deep appreciation for craft beer, with its big personality and distinct flavors. but, the overwhelming major-ity of beer consumed in this country has not accentuated flavor. the famous beer author michael jackson once described these beverages as, “a means of delivering alcohol to the brain without the intervention of taste.” as such, beer has played a small part in the fine dining scene. this is all changing, however. more and more mid-range and fine dining restau-rants are developing serious beer menus as americans discover the joys of beer with stronger flavors. at the cutting edge of the beer and fine-dining trend is publican, a two-year-old upscale restaurant in chicago’s edgy fulton market neighborhood. the cui-sine is serious and pricey, with entrées that run up to 36 each, yet this hasn’t stopped residents of thewindy city from turning up in droves, waiting upwards of an hour for a table. and the scope of beers here is exceptionally broad, with 12 beers on draft and bottled beer from a range of countries, including the uk, sweden and germany in addition to belgium and the u.s. publican’s loyal following of beer-o-philes has allowed it to experiment with some truly unusual beer taps at the the publican would you like to see the wine list? brewers find a place at many high-end restaurant tables by jean k. reilly m.w. beer pouring a cold one at gramercy tavern c.p018.indd 1 c.p018.indd 1 9/10/10 3:50:24 pm 9/10/10 3:50:24 pm

0596*05. godiva chocolate infused vodka :tvv[ojvjr[hpszljhklu[wyvmp[z now available in: 50ml (pet), 750ml and 1l. please drink responsibly. godiva chocolate & godiva chocolate raspberry. made with vodka infused with chocolate/raspberry and other natural flavors. 30% alc/vol. 2010 godiva liqueur co., norwalk, ct. godiva and the lady on horseback logo are trademarks owned by godiva chocolatier, inc. new godiva chocolate infused vodka and chocolate raspberry infused vodka were developed with the world-famous godiva chocolatier, bringing a new level of quality and luxury to the ultra-premium vodka market, under a respected and revered brand name. the chocolate used to create these delicious new offerings brings the same dark-chocolate experience that consumers get with godiva chocolates. delight your consumers with the ultimate chocolate experience in infused vodka luxury, and discover the taste of opportunity. c.p019.indd 1 c.p019.indd 1 9/10/10 3:55:03 pm 9/10/10 3:55:03 pm

brews, including a méthode champenoise beer, with a second fermentation in bottle. an-other eye-catching item is a three-liter bot-tle of bourbon barrel-aged barley wine that runs a wallet-straining 150. this level of food and beer pairing knowledge among the general dining pop-ulation is low, requiring significant staff assistance. michael mcavena, beverage director of publican, explains his theory of beer and food pairing: “the weight, body and sweetness make us think of a protein. and then the aromas and flavors make us think of an accompaniment.” mcavena notes that beers are gener-ally served from lightest to heaviest, even though publican has experimented with altering this routine. “usually, a russian imperial stout would be put toward the end of the meal because it’s kind of a pal-ate crusher. we’ve tried to put that on its ear. if you’re eating a big, heavy meal, you might have a light citrus dessert af-terwards in the same way, you can have a weissbier with your last course,” he notes. meanwhile, in new york, three-year-old resto packs in fans of its belgian cuisine and encyclopedic belgian beer list. owner christian pappanicolas is a particular fan of large format beer, pointing out that “big bottle beer is often brewed more slowly, so it’s better. they’re made in limited quanti-ties and the best of the best goes in them.”. this philosophy is also reflected in the food menu, which features ‘large-format’ entrées: diners can pre-order items such as a whole goat, pig or lamb. pappanicolas, who is also a passionate wine fan, favors high-acid beers (such as belgian sours) with these type of en-trées he feels that the acidity cuts through the fat content of the roasted meats. the new breed of quality beer lists is not limited to beer-focused restaurants. a top destination these days for the beer-savvy is nyc’s gramercy tavern, one of danny meyer’s iconic restaurants. kevin mahan, managing partner, believes the restaurant has received a lot of attention for its beer list and notes that he has sev-eral beer-focused guests who are working their way through the entire list. he also acknowledges that there are many patrons at the other end of the beer-knowledge spectrum: “people walk in here and say, ‘i don’t really drink beer but i hear you guys have a great beer list and i’m willing to try one.’”a specialty at gramercy tavern is vintage beers, a relative newcomer to the u.s. market. these beers have been brewed in such a way that they improve with several years cellaring. in order to go the distance, these beers tend to be higher in both acidity and alcohol—much like wine. mahan offers a full-page list of vin-tage beer and cider, which he believes have been “a huge hit.” celebrity chef michael symon, owner of lola in cleveland and roast in detroit, is perhaps the most high-profile fan of giving beer-serious customers a range of appeal-ing options. one of the reasons he offers for his recent increase in beer listings is that he feels it gives his diners the option to have an interesting quality beverage while dining out without the expense of ordering a bottle of wine. the relevance of this approach is undeniable in the cur-rent economic climate. like resto, symon’s restaurants fa-vor large-format bottles which the chef believes preserve the festive aspect of sharing a bottle of wine. while also sup-porting local breweries, symon’s beer guru, joseph allerton, sources a large portion of his list in belgium. “a lot of people who have traveled to belgium are ecstatic about all the belgian beers,” says allerton, who also notes that he encounters some resistance to the pric-es on roast’s 80-item beer list, which range up to 65 for the larger bottles. in order to mitigate this hesitancy, the beer list is preceded by an explanation entitled “a beer list for the wine en-thusiast” which enumerates the various reasons why many of the beers are more expensive than what can be found in your average grocery store. belgian or home-grown, draft or three-liter bottle, one thing is clear: beer is making major inroads into wine’s traditional stomping grounds and putting down some serious roots. wine-makers beware. fine beer dining the vast beer glass selection at the publican the large format beer selection offered at resto c.p020.indd 1 c.p020.indd 1 9/10/10 3:55:47 pm 9/10/10 3:55:47 pm

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on today’s craft brews the beverage network: we are seeing a resurgence in craft beers. is that an area you will be getting more involved in? chris steffanci: absolutely. in fact, some of our beers, such as newcastle brown ale, operate in the craft beer space. there has been a huge prolifera-tion of products and skus in the last de-cade, so obviously it will be a survival of the fittest, but the main difference in the craft segment today is the quality of the product being put out. in the mid-90s craft beers were often mediocre—which explains why they largely disappeared with the exception of samuel adams and sierra nevada. now, they are re-ally incredible and made with amazing ingredients it isn’t just malt, hops and water, but brewers are now using many more eclectic ingredients and creative brewing methods. it’s an exciting seg-ment and we will soon see the big beer companies getting in on the craft busi-ness as well. tbn: where do you see the beer and food pairing trend heading? cs: because of the way many beers are made today, i would argue that in some cases, beer is a better partner for food than wine is. to get this message across, the most important thing we can do is educate and retrain consumers who au-tomatically turn to wine during a meal. food pairing has become a real priority for us. with dos equis, we ran a program with chef rick bayless last spring and brought it to retail, we participate in the miami food & wine festival with amstel light and we worked with rachael ray on the amstel burger bash. this is tra-ditional wine territory, and we’re showing consumers that beer plays in many more occasions than at the football game. tbn: with the on-premise suffering, what tips do you have for increasing premium beer sales? cs: it is imperative to have a well-edu-cated waitstaff. it amazes me how knowl-edgeable the staff is about the food spe-cials—they know every ingredient. but it often isn’t the same with the wine and beer offerings. we know that today what matters to consumers are recommenda-tions. the number one influencer for a consumer—whether it’s buying a golf club, a car or a beer—is a friend. hav-ing a waitstaff that can gain that kind of credibility creates tremendous customer loyalty and truly differentiates your es-tablishment. on the consumer tbn: in april, heineken purchased the beer business of mexico’s femsa group which means you now own dos equis, tecate and sol—brands you have been distributing since 2004. how are these brands performing? cs: our mexican portfolio is on fire— particularly dos equis. though it’s a mexi-can brand, it does very well in the urban mainstream. it’s one of the fastest grow-ing import beers in the u.s. market right now largely, i believe, because the brand positioning is phenomenal. it is dead-on to our target consumer, the 21- to 29-year old millennial generation and we have the right platform with our “most inter-esting man” campaign. the tagline—“i don’t always drink beer but when i do, i prefer dos equis”—was fairly controver-sial when it was proposed. a lot of people thought you simply couldn’t say that—in fact, i don’t believe many beer companies would have been so bold as to declare it. but it resonates perfectly with today’s con-sumer who drinks a variety of beverages depending on the occasion. they might start the evening with beer, drink wine with dinner and then move to spirits late night with friends. american beer drinkers today are very different than they were 10 years ago, and dos equis plays right into that. tbn: in what other ways has today’s beer drinker changed? cs: while branding continues to be cru-cial in the beer business, it isn’t the only factor. younger consumers today crave variety and they don’t want to drink their chris steffanci senior vice president, sales, heineken usa the beverage network sits down with chris steffanci of heineken usa to talk about how their new brand acquisitions are performing, opportunities for retailers and the future of draught beer. speakeasy c.p022.indd 1 c.p022.indd 1 9/10/10 3:57:36 pm 9/10/10 3:57:36 pm

father’s beer. the palates of younger consumers are so much more defined today. that is the result of the incredible variety across all beverage categories. they are starting in much different plac-es when it comes to beer as well, and they have a lot more choice. on innovation tbn: when it comes to the off-premise, heineken has been at the forefront of packaging innovation. what opportu-nities have you created for retailers? cs: for the heineken brand in particu-lar, innovation has been essential for broadening the scope of the brand. in off-premise accounts, you basically live and die by your packaging. heineken was the first upscale, imported beer packaged in a can—many serious beer geeks were appalled when we did that. but the can’s keg shape made it unique and tied it back to our draught program, and the can was an amazing success for us. we also introduced our draught keg which we saw as a huge opportunity for off-premise accounts to answer a con-sumer need for home entertaining. tbn: flavors and seasonal offerings are other innovations we’re seeing. is this something we can expect to see more of from heineken? cs: creating seasonal releases has be-come a very critical way to offer variety. branding still matters, even in the craft segment: consumers find a brand they like and trust, but they still want variety and seasonal offerings allow for that. sam adams has done an impressive job with year-round choices and holiday brews. after a successful test, this sum-mer we introduced newcastle summer ale in limited quantities and it did ex-tremely well, so we plan to do a full year of seasonal brews. on draught beers tbn: how critical is draught to your overall on-premise strategy? cs: newcastle has been a fantastic ad-dition to our portfolio, primarily because it is the strongest on-premise draught opportunity we have. we do have other brands on draught, but newcastle has forced us to get educated about draught in a new way it has given us the chance to operate differently on-premise. in the u.s. we still have a small share of the to-tal beer industry, and our biggest oppor-tunity to grow share is through draught. we now have several diverse draught of-ferings that will meet different consumer needs, and in the next few years you will see us getting stronger in this area. tbn: why has draught become more significant in recent years? cs: draught systems have improved so dramatically that the quality of the beer consumers get is better on draught. i worked for guinness for a number of years, and draught was my world. a de-cade ago, the draught equipment was very inconsistent, line cleaning was an issue, and the kegs were often not fresh. serious accounts today spend thou-sands of dollars getting their draught systems to deliver superior quality beer. as a result, draught is what is growing— particularly in the better beer accounts. roughly 60% of trial of better beer brands by millennial consumers on the on-premise is through draught. establish-ments can create an atmosphere when they put the right brands on draught it is a visual opportunity to signal to the con-sumer what you’re all about. tbn: how important is branded glassware on-premise? cs: when you pour beer into branded glassware, it creates a different experi-ence for the consumer. it’s about theater and presentation and it’s become a criti-cal component of a high-quality draught program. with dos equis we have a margarita-style glass that is served with a lime wheel—it looks really cool, and when people see it, they want to try it. suppliers tend to get a lot of pushback from retailers on glassware, based on lack of space and stack-ability, and obvi-ously, a bar or restaurant can’t store 30 different types of branded glasses. you need to pick and choose the brands that you believe say a lot about your estab-lishment. but upgrading glassware qual-ity in general is the first step. i’ve been to a number of nice establishments where i get a beautiful cabernet glass for my red wine, and then a premium beer is served in a straight shaker glass. my message to retailers is to take the same pride in every aspect of your bev-erage program. a conversation with industry professionals c.p023.indd 1 c.p023.indd 1 9/10/10 3:58:10 pm 9/10/10 3:58:10 pm

tastingcorner w hat’s this? a glass of premi-um sauternes paired with a spicy lobster entrée at a latin/indian fusion restau-rant? perhaps a port rosé served chilled with a splash of tonic as an afternoon cooler? or a new-old sweetie called màd cuvée on a tasting menu at half the price of a traditional tokaji aszu? for a time, traditional sweet wines seldom changed. instead, they waited for the market to come to them. pro-ducers reasoned young people drank junk wines in college, moved up to bordeaux and burgundy as they started their careers and gradually worked their way into dessert wines at elaborate din-ners. once hooked, they stayed loyal to their evening sherry, madeira, riesling trockenbeerenauslesen, port, sauternes or tokaji aszu until gout forced them to abandon alcohol or they were wheeled off to the nursing home. no more. “actually, the concept of dessert wine does not exist in france. it is typically anglo-saxon, and we really think it is too restrictive,” says béré-nice lurton, director of château cli-mens and head of the sauternes-barsac producers group. increasingly, producers of tradi-tional table and dessert sweet wines and their regional associations have dropped passivity and are attacking the market, becoming innovative in retaining loyal drinkers while enticing the next genera-tion. they are doing this through a va-riety of ways—moving to earlier in the meal as table wines or cocktail ingredi-ents, repositioning their images and up-dating their labels, even changing their product contents or expanding their product lines. port: variations on a theme traditionally, both restaurateurs and producers have loved their glass of port after dinner—an additional bar charge for the eatery, a way for the port houses to remind consumers to buy a bottle when wine shopping. both are working to refresh this ritual. “restaurants these days are looking for ideas that go beyond the food—a bit of theatre,” says rupert symington of the family that produces a variety of top port labels. “we’re urging restau-rants to decant a bottle of port as people are coming in,” to provide an enticing visual reminder to order at meal’s end. symington is also working with chefs to suggest pairings on the dessert menu like graham’s six grapes with choco-late. he’s also working with chocolate and cheese artisans on co-promotions. further, symington is re-designing its shelf talkers for retail stores, moving from “winespeak” to featuring product attributes and specific port and food pairings. next up: symington’s bottle bar codes will allow customer cell phones to link to websites while they’re still in the shop. robert bower, a family member of the taylor’s franchise, works directly in the american market with importer kobrand. “we need to continue to use the meal as the hook with port,” he says. “port has always been the per-fect way to end the meal, but we need to better educate staff to offer port before coffee, something they often fail to do.” still sweet, but not old-fashioned sauternes, madeira, tokaji, sherry and port update their images by roger morris c.p024.indd 1 c.p024.indd 1 9/10/10 3:59:02 pm 9/10/10 3:59:02 pm

bower also points out that taylor’s croft pink kicked off the wildly popular port rosé trend and that their fonseca bin 27 is one of many ports widely used in cocktails. tokaji: the comeback cuvée tokaji aszu has done much to rebuild its image, cheapened during the soviet occupation of hungary, as one of the world’s great wines made from botrytized grapes. “certainly the most important seg-ment of the market for tokaji wines is the restaurant,” says peter molnar, head of patricius winery as well as the 15-member tokaj renaissance group. “for us, it is very important to match our wines with the gastronomy.” molnar says much of the group’s effort has been put into restaurant events and bringing american wine writers, chefs and somme-liers to hungary. new product development has been modest, as the brands continue to promote traditional essenzia and the puttonyos lev-els of sweetness. however, ben howkins, a principal in royal tokaji, points to his brand’s new màd cuvee (not a refer-ence to frivolity but rather to the famous wine village of màd), a late-harvest wine clad in modern trade dress. “we’ve just launched it,” howk-ins, “and it is very exciting, as it is a 20 retail wine.” sauternes: during, not after, dinner “in france, sauternes wines were tradi-tionally served with poultry and fine fish like turbot,” points out lurton, “but lit-tle by little, the habit to have sauternes and barsac wines with foie gras has sup-planted every other match—and this is very restrictive, too.” typical of culinary events the sau-ternes group has promoted to foster non-traditional pairing was a semi-nar and luncheon for writers and sommeliers last year in new york at the restaurant at vermilion, match-ing its spicy latin and indian fusion dishes with the smooth sweetness and acidity of sauternes. after the success of that event—“which acted as an eye-opener for many journalists”— lurton says the group launched a challenge competition for under-35 chefs to create innovative food and sauternes pairings. recently, a symposium was hosted in bor-deaux, inviting 300 masters of wine to drink sauternes with szechuan dishes presented by a chef from bor-deaux. “we really hope that they will be seduced, and that they will transmit our message,” lurton says. sherry: sharing secrets unlike port or sauternes, not all sherries are sweet. “it’s both a challenge and an opportunity for us to represent such var-ied wines,” says sonia smith, director of the sherry council of america. “we try to help people discover which style or styles they prefer. we’re very involved in re-introducing sherry to a whole new generation of consumers.” “one of the ways we are doing this is through the secret sherry society,” smith says, which has its own web-site, regional parties and competitions among mixologists to create cocktails using sherry. “we began with a cocktail push, but now we’re working with chefs and sommeliers. amontillados and ol-orosos and sweeter sherries go well with spicy foods.” and the fragrant and sweet pedro ximinez? “px has become incred-ibly popular poured over vanilla cream,” smith adds. pictured above from left: quinta da roêda bottles of croft pink riesling grapes royal tokaji essencia sipping spoon case c.p025.indd 1 c.p025.indd 1 9/10/10 3:59:59 pm 9/10/10 3:59:59 pm

tastingcorner madeira: embracing tourism like port, sweet madeira is fortified and may even have additional grape juice added. made only on the portuguese is-land of the same name, madeira is clos-est in style to sherry in its baked, oxi-dized flavor profile. “our strategy to keep existing customers and gain new ones is similar to the ones used by many other niche wine producers from all over the world,” says ricardo tavares of madeira wine company, the category’s dominant player. “we deal with on a daily basis a limited share of voice, and thus the need to keep constantly passing the same quality message over and over again.” to accomplish this, madeira works the tourist trade hard, and the old blandy lodge in funchal is toured by most visitors before they leave the is-land. “we tell them that they are not buying a mass market product, but something unique and personal,” ta-vares says. similarly there is an active outreach program to the media and to the trade. “innovation is a key element in the process,” he says “and we have been leading the way with the introduction of products such as the alvada, the harvest (a young, dated, single-harvest) and the colheitas (single-harvest and single-cask wines). these innovations allow consumers to experiment with small hand-crafted lots of wine that truly show the character, style and ver-satility of the different varietals.” german rieslings: changes in the vineyard “keeping our traditional buyers [of sweet-er-grade rieslings] is not a problem,” says julie swift of importer valckenberg. “the biggest challenge is capturing the younger generation.” however, swift and others we interviewed concede that the german wine industry, once a leader in bringing american retailers to the vineyards for wine schools, has not done much to promote its sweeter, and most expensive, wine grades over the past 20 years. while not abandoning this market, swift says many producers and import-ers have shifted emphasis, devoting re-sources to developing the dry table ries-ling category as well as the emerging german red-wine niche, especially with pinot noir or spatburgunder. indeed, many vineyards once dedicated to late-harvesting are now picking early, and many have been replanted to red vari-etals as global warming, and terroir-spe-cific clones and rootstock have boosted ripening needed for quality. however, one of the attractions of traditional sweeter wines that german importers have been promoting is their very low alcohol. “you can drink ries-lings at 7.5% alcohol without getting blitzed,” says importer rudi wiest. naturally, all of these traditional sweet wine producers are competing with each other for market share. but most agree that it’s more important for the customer to understand the category, whatever the region, for all it’s possibil-ities—with dinner, after dinner or as an ingredient in cocktails. as howkins concludes, “any of these sectors that are promoting their brands helps us all.” n from left: schloss gate foie gras with sauternes classic pairing traditional sweet wines wine regions spain madeira portugal tokaj-hegyalja rhine douro valley bordeaux jerez hungary france germany c.p026.indd 1 c.p026.indd 1 9/10/10 4:00:31 pm 9/10/10 4:00:31 pm

imported by shaw-ross international importers, miramar, florida drink responsibly. points 90 the 2005 reserva is medium purple-colored with an excellent nose of cedar, asian spices, violets, balsamic, and black cherry. dense and layered on the palate, it is a powerful offering from an excellent vintage that will benefit from another 5-7 years of cellaring and which should drink well through 2030. it is a great value as well as an ideal introduction to traditional rioja. marques de riscal is one of rioja’s legendary estates. here tradition and quality go hand in hand despite the bodega’s enormous production and a few minor tweaks to update the style. it was my privi-lege in may 2010 to participate in a vertical tasting of marques de riscal gran reservas dating back to 1870 at the bodega. the corks from the ancient vintages were removed with port tongs to prevent any contamination of the wine. __ rp 2005 rioja c.p027.indd 1 c.p027.indd 1 9/10/10 4:28:09 pm 9/10/10 4:28:09 pm

t his year, 2010, marks the bicen-tennial of whisky distillation on scotland’s isle of jura. located off the west coast of the country, the island flaunts just one road, one hotel and one distillery—jura. to mark the momentous 200 years, willie tait, master distiller and global brand ambassador for isle of jura scotch, who has been part of the community for almost 40 years now, explains there are exciting initiatives in progress: “we are launching a very special limited edition 21-year-old to mark the anniversary, which is available this month.” addi-tionally, the festivities extend beyond new products. “we thought long and hard about how best to celebrate this once in a lifetime event,” tait explains. “we decided that the people of this is-land and the island itself are so integral to the whisky that we should do some-thing which has longer lasting benefits than, say, just a party.” a dream resurrected isle of jura scotch traces its roots back to 1810 when laird archibald camp-bell, prompted by the vision of an old woman berating him for the lack of native-made whisky on the island, erected a distillery, which sadly fell into disrepair. in the 1950s, two local es-tate owners decided to rebuild it to help increase tourism to the island. com-pleted in 1963, it began to produce the signature whiskies isle of jura is known for. “the tall stills were designed by the famous mr. delma-evans to meet his vision of producing a very light highland malt. along with no peating in the malted barley, our floral whisky is quite different from our sisters on islay,” explains tait. “however, we also do now produce two peat expressions, supersti-tion and prophecy, to suit all tastes and drinking occasions.” become a diurach looking to scotland for inspiration, isle of jura has launched a grassroots tour-ism campaign to attract visitors to the island. in gaelic, “diurach” means “the people of jura.” isle of jura currently invites curious travelers to become an “honorary islander, allowing them to get unrivalled and exclusive access to island news and great discounts if they are able to actually come to jura for a real visit,” notes rob bruce, head of public rela-tions. one of the perks of joining the small community of about 200 is “get-ting a free dram for life, hotel and trans-port discounts and offers on meals and drinks on the island.” in addition to this collaborative tourism effort, isle of jura will, of course, plan to continue its long streak of inno-vation. in 2011, the brand will launch a boutique barrel expression. “we let 160 jura pilgrims who attended this year’s whisky festival in may choose the whis-ky, and it will only be available to those that helped create it, and those that made the effort to visit the island. that is in keeping with our plan to ensure more visitors to our magical home.” jura duty isle of jura scotch whisky celebrates its bicentennial by cara mcilwaine from left: jura distillery willie tait (left) winning lifetime achievement award from malt advocate in 2008 jura diurachs symbol brandprofile the jura collection c.p028.indd 1 c.p028.indd 1 9/10/10 4:01:38 pm 9/10/10 4:01:38 pm

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newproducts&promos 707-265-4060 crane lake introduces sweet red table wine in response to growing demand, crane lake debuts its sweet red table wine, a casual, fruit-forward, easy-drinking red wine with aromas of blackberry, raspberry and pomegranate. srp: 4.99. crane lake cellars, napa, ca. marketed by domaine napa wine company, napa, ca. citadella gin reserve vintage 2010 comes to the u.s. cognac ferrand introduces citadella gin reserve vintage 2010 to the u.s. this month, the third vintage-aged gin from the company that produces award-winning craft spirits in cognac. this release marks the first time the cellar master has created a gin with a specific combination of botanicals designed for oak aging, with iris and violet florals. srp: 40 dalmore 1981 finesse amoroso this offering could be considered the ultimate prize for the single malt connoisseur. only 484 bottles of the sweet and rich dalmore 1981 finesse amoroso were produced. the malt was aged for 26 years in american oak and fi-nessed for two in amoroso sherry butts. each bottle is beautifully designed and comes with a certificate of authenticity. srp: 1,300 three olives vodka releases purple three olives vodka’s newest flavor offering is purple, and li’l kim is the first celebrity to be part of the brand’s “what’s your o face” campaign. three-o purple is a dynamic blend of imported english vodka and the juicy taste of frozen crushed grapes. this flavor is the 19 th addition to the three olives portfolio. srp: 19.99 ruskova vodka is a genuine russian winner ruskova vodka is produced and bottled in russia. the spirit is distilled six times in a state-of-the-art distillery, and the vodka is made in a pot still like fine single malt scotches and small batch bourbons. ruskova has won numerous awards including double gold at the san francisco world spirits competition. srp: 9.99 thomas hooker offers octoberfest brew thomas hooker may be known as connecticut’s beer, yet its hooker octoberfest is gaining wider acclaim. the new york times gave the brew its top rating in a blind tasting. hooker octoberfest is made in a rich, bavarian style with malt aromas and bitterness that lead to a crisp taste. srp: 8.99 c.p030.indd 1 c.p030.indd 1 9/10/10 4:03:05 pm 9/10/10 4:03:05 pm

newproducts&promos christianbrothers introduces christian brothers honey christian brothers introduces christian brothers honey, a new addition to the brandy category. this ultra-smooth addition to the christian brothers family infuses pure, natural honey with the rich taste of christian brothers brandy, distilled from premium grape varietals and aged in hand-selected oak barrels new line. srp: 11.99 bronco cabs harvest gold three bronco wine co. brands took gold medals and two received best of class awards for their cabernet sauvignons at the 2010 riverside international wine competi-tion. montpellier and rutherford vintners received both awards for its 2009 and 2007 vintages and a forest glen gold medal for its 2008. marketed by domaine napa wine company, napa, ca. enrico brut prosecco is a fine sparkler this light and crisp wine, enrico brut prosec-co, offers a wonderful choice for any occa-sion. enrico prosecco, which has obtained d.o.c. classification, rated well in a recent wall street journal tasting of 20 proseccos. this dry prosecco has a bit of citrus that leads to a floral bouquet, and makes for a wonderful aperitif wine. srp: 10.00 xavier flouret releases waroo shiraz 2009 waroo 2009 is a great choice for an autumn evening. this shiraz was produced by fonty’s pool in pemberton, western australia. the nose carries spices and a hint of red fruit, with red berries on the palate and a crisp acidity, with cool climate character from the grapes growing at an elevation. srp: 17.99 suck ‘n’ blowgelatinshooters reach new markets maverick wine group has teamed with sab enterprises to expand the ready-to-drink suck & blow gelatin shooters into new markets. suck & blow two-person gelatin shooters are 13.9% alcohol by volume and come in four fun flavors: cherry, wild berry, green apple and watermelon. fragoli gift pack after a successful run, fragoli reintroduces the fragoli gift pack into select markets. the packaging comes with a bottle of fragoli and two beautifully packaged champagne flutes. fragoli is a hit when added to champagne, prosecco or as a fun mixer in mojitos or daquiris. srp: 35.99 707-265-4060 c a l i f o r n i a cabernet sauvignon cellared and bottled by montpell i er vineyards napa , ca alc . 12 . 5% by volume c.p031.indd 1 c.p031.indd 1 9/10/10 4:04:00 pm 9/10/10 4:04:00 pm

bartalk these days, without an interesting bever-age program, you’re at a disadvantage. enter tad carducci and paul tanguay, better known as the tippling brothers, who jet around the country developing cocktails for bars and restaurants, spirits brands and importers. the beverage network: when creating distinctive beverage programs what factors do you look for? tad carducci: it all boils down to listening to the client, fully and sincerely. we must glean what the client says they want and weigh that against what their operation is capable of executing. this is where our experience is crucial. in gen-eral, we like to start with the chef and get an overall idea of food they’ll be featur-ing, what will be in the walk-in and pantry at all times and if the kitchen will support the bar by helping out with some of the more complicated or time-consuming prep. then we have to determine skill and dedication levels of the bartenders and managers to gauge how far we can push a bespoke program. tbn: let’s take one of your clients, mercadito in new york city, chicago and miami, where you developed the “vato loco,” the “hottest drink on earth.” tell me a little about that inspiration. tc:mercadito is about big, bold, in-tense flavors. the cocktails, like the food, incorporate various chiles for a bit of heat, but primarily for their di-verse flavor profiles. for the “vato loco,” paul and i, being chile addicts, wanted to do something really extreme, where the chiles could be the star of the show. our guests have really got-ten into the ‘burn,’ so we wanted to of-fer something for those intrepid souls who truly want to get kicked in the mouth by their cocktail. tbn: what are some of the other signature creations you’re proud of? tc:there is one drink that comes to mind—it’s called the “booty collins,” and we created it for apo, a cocktail bar in philadelphia. it’s a mix of tea-infused gin, passionfruit, citrus, korean gin-seng, kava kava, cayenne and a couple of other secret ingredients. it sold so well within the first year, something like 10,000 servings, that the owner had a piece of art commissioned to celebrate. tbn: spirits brands, too, are find-ing it a necessity to be armed with signature cocktails. how does your approach differ with these? tc:as the cocktails are generally for specific events, markets or marketing campaigns, the creations need to be very focused and ahead of the trends. brands want cocktails that are innovative and unique, utilizing unusual ingredients and new techniques. the tricky part is that they usually want them to be easily recreated in bars or at home as well. tbn: what’s especially hot right now? paul tanguay: latin spirits—tequi-la, mezcal and pisco—are still growing with consumers. the american micro-distilling movement is also burgeoning. as in the food world, there’s a trend towards comfort cocktails and a move away from the cerebral settings of the speakeasy. people want to have fun and sometimes the overly mixology-heavy bar can be stifling. tbn: what are some problems you are continuing to see at the bar you’d like to see altered? pt: that bartenders remember they work in the hospitality industry first and foremost. leave the smug arrogance at the door when you show up to work and give your patrons what they want and an experience they will never forget. tbn: are there any mistakes bartenders tend to make when putting together drinks lists? pt: there are some truly great and inno-vative cocktail menus. however, we do see ones that are unbalanced, and heav-ily focused on one type of spirit. a drink menu should have cocktails that appeal to every type of patron that will frequent your bar it can’t only be what you like. tc: while absolutely wonderful things are happening in the industry nation-wide, and the new flock of very tal-ented bartenders ensures we can all get great drinks almost anywhere we go, there are still many people who are over-thinking their lists and using too many funky ingredients. also, there are still far too many 20-minute cocktails out there simplify steps and put more drinks over the bar, and, thereby, more money in the till. heavy hitters the tippling brothers create cocktails that sell by alia akkam tad carducci and paul tanguay c.p032.indd 1 c.p032.indd 1 9/10/10 4:04:52 pm 9/10/10 4:04:52 pm

62 beverage media october 2010 w ith the evident passion for alcohol consump-tion continually growing across the country, and hotels filling up again with both business and leisure travelers, hotels and resorts need to respond to their guests’ desire for a quality drink and make sure their bev-erage offerings measure up. of course the glass of red or white wine, flute of bubbly, straight scotch pour, classic martini and the g&t will always have their place in a hotel bar, but just as guests are increas-ingly more knowledgeable and demand-ing about their culinary experience, so it goes when they sit down at the rail. there’s no better way to exceed that guest expectation than by working with an ex-perienced beverage consultant who can help you create a unified and enhanced food and beverage experience. the right fit collaborating with the right consultant who understands your property and cli-entele can make the difference between a bar that’s humming nightly, filled with a mix of hotel guests and locals and a space that makes tumbleweeds want to pass through as quickly as possible. establishing a lively atmosphere can even, in some cases, create a whole new revenue stream for you as the venetian in las vegas discovered when it hired aisha sharpe and her company contemporary cocktails to derive the beverage menu for tao beach. sharpe and her team selected drinks that kept guests poolside and im-bibing whereas before they’d just spend time soaking in the sun. sharpe notes her involvement in developing the bever-age offerings for this new outdoor venue, “there is no cookie cutter beverage pro-gram we ever do. we gave them a unique program, using all fresh ingredients that fit their venue. they brought us in to set up the whole menu, create cocktails, train the staff and put a bar manager in place after we ensured their success.” vegas isn’t the only place where hotels are gambling that bringing in a consultant is a good bet. in houston, at voice—the fine dining restaurant at the hotel icon— they reached out to bobby heugel of lo-cal bar anvil to devise a cocktail menu that dovetailed with what chef michael kramer was sending out of the kitchen. the two worked closely to come up with the right cocktail balance of classics that appeal to guests who fly miles to get to the hotel as well as those coming from just a few blocks away. “i think that it’s easiest when you start off with someone with a like mind about how they approach food.” explains heugel. how to create a bar menu reflective of the restaurant’s menu was the first step. knowing you have a commonality creates a firm foundation for what the next steps would be. the food at voice is some of the best in houston— fresh, vibrant, and that’s the same thing we tried to do with the cocktails.” the cocktails need to be more than just delicious. charles steadman who heads up the beverage program at echo, the off-premise restaurant that’s part of historic resort, the breakers in palm beach, remarks, “several factors drive a successful menu and program and each outlet should have a unique drink list that complements the cuisine. the continu-cocktail consultants help pour in profits by francine cohen stay in your pajamas with the surrals in-room cocktail program

64 beverage media october 2010 ing trends dictate a marrying of food and alcohol in the dining experience and, at the breakers where each outlet has its own style of cuisine these specialty drinks allow the bartenders an opportunity to of-fer a cocktail that exemplifies the food. the recipes should take into account the following factors: venue (location, con-tours, furniture, dinnerware and settings), atmosphere (lighting, music and mood), concept (trendy, traditional, tropical or fine dining) cuisine (style and presenta-tion) and staff (personality, skill level and knowledge). steve olson, partner in akawinegeek is similarly focused on reflecting the local fla-vor and he brings to his clients. “it’s breadth and depth of a lifetime’s worth of experience in the food and beverage industry is coupled with the intuition of knowing what people want to drink while in colorado springs, cancun, etc.,” he says. junior merino, the liquid chef, also considers his client’s unique needs as he develops new menus. he comments, “a well made cocktail program is like a well made food menu or wine list, where it has something for everyone. i’m brought in to create a specific style of cocktails that fit their concept, ambiance, cuisine and style, as well as to train their staff on how to execute these cocktails and show them how to maintain a consistent program. i offer them unique creations to fit their needs, style, ambiance, seasonality, eth-nicity and good percentage margins.” behind the scenes in order to reach the desired profit mar-gins, and maintain consistency the staff needs to be well trained and they should embrace the new menu too otherwise it won’t succeed. ryan magarian, president of cocktail consultancy liquid relations, acknowledges the nuts and bolts behind the scenes that create a successful cocktail initiative. he says, “it’s about the bottom line, creating a product that is going to sell for your client. they’re [clients] hir-ing us to draw guests. to be a draw from an amenity perspective and a bottom line perspective. liquid relations takes a very unique road to creating successful programs. it’s about cocktail and spirits service culture—what you do as a consul-tant is you don’t create a program—that’s something you hit someone over the head with. that doesn’t reach the soul. you need to not provide them with just a job, but make it part of their lifestyle. i want to take bartenders at hotels beyond just coming to work as a job.” linda salinas, hotel icon’s floor som-melier and acting beverage director, has seen the benefits of setting her cocktail program apart through interesting offer-ings and engaging her bartenders in the process. “our staff is really excited about the cocktail list. it’s probably increased our bar beverage sales about 40% and it integrates really well with the rest of our beverage program,” she comments. the entire beverage program at the surrey on manhattan’s upper east side received attention when the hotel re-cently underwent a multi-million dollar renovation that added an extra layer of panache to this neighborhood boutique haven. as befitting a luxury property, the guest beverage experience is top to bot-tom elegance. hotel guests at the surrey can enjoy a tipple in a variety of settings, depending on their moods cocktails are served on the exclusive, guest-only roof-top deck and in the elegantly appointed lobby level bar, bar pleiades. for true luxury and for those who don’t want to get out of their pajamas, an in-room cocktail program, complete with bar-tender, has been instituted. sims foster, corporate director of restaurants and bars from denihan hospitality group was the f&b brains behind the in-room cock-tail program. he says, “in response to the growing awareness and interest that guests were having with cocktails in the public, we wanted to put together a pro-gram that was hand crafted to enhance the guests’ experience. we wanted to make sure that our in-room cocktail pro-gram was something unique and different to stand out in the luxury market, and finding the right consultant to help establish a lively atmosphere and unique cocktail program for your bar can create a whole new revenue stream. hotelconsulting emily wines engages kimpton guests with “wines that care”

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66 beverage media october 2010 the surrey playing off the 1920s speakeasy theme and cocktail cart concept, the surrey’s in-room cocktail ser-vice brings classic and modern cocktails to guests in the comfort of their own salon or suite, 24-hours a day. an in-room cocktail menu is available for guests to se-lect their beverage (or beverages of choice) and a surrey mixologist will bring all the fresh ingredients for four to five perfect drinks. the personal bartender will craft the first round for guests and leave them to be enjoyed. guests can indulge their inner bartender fan-tasies and fix the next rounds or call downstairs to have the house mixologist return and mix up the remaining drinks. the cocktail menu is de-signed to appeal to guests’ spirit choice, as it is broken down by liquor category ( vodka—grey goose, gin—bombay sapphire, whiskey—hudson baby bour-bon, rum—gosling’s dark rum, and tequila—patron silver), with each category offering several dif-ferent drink options. the cocktails range from classics like the dark and stormy to more unique con-coctions like a blackberry mint margarita. whichever drink you select, you’ll receive an individual bottle of that type, so it’s sort of like bottle service for your room. kimpton a fresh way of offering wines by the glass is now available at select restaurants in kimpton properties in new york city, washington, dc and san francisco. kimpton’s emily wines explains, “a big phe-nomenon is wine on tap. like with beer, it’s a similar setup where you push argon to get it through the tap. we work with smaller kegs (four gallons) and work directly with wineries it’s been going on in california for a couple of years. the wines on tap program gives us opportunities in restaurants to open up a bottle and offer small tastes or flights. not only does it assure we have quality product that’s always fresh but it’s a huge reduction in waste as you no lon-ger will look behind the bar and see a garbage can full of bottles. it’s about being environmentally friendly, while offering a great way to provide a quality product. guests don’t really know when a bottle’s been opened. this prom-ises a fresh glass of wine from be-ginning to end of the keg.” there was no better neighborhood to roll out a program like this than on the upper east side. the in-room cocktail program at the surrey allows us to craft considered moments for our guests by creating an ex-perience that is unique for them.” kimpton’s regular guests know they’ll have a unique and singular experience every evening during their stay when they take a moment to indulge in the brand’s signature wine hour. established years ago by bill kimpton in an effort to gather guests together to create a sense of community often void amongst busy busi-ness travelers, the 6:00 p.m. wine hour is an opportunity for guests to mingle with fellow guests as well as hotel staff. ear-lier this year, emily wines, kimpton’s wine director and a master sommelier, launched wines that care, a new ap-proach to the company wide wine hour that features vintages with social signifi-cance. wines explains, “we do this in every hotel. the kimpton wine hour is something we’ve done for a long long time, but we’ve changed the concept a bit. it still starts at 6:00 and while we offer a red and a white choice and in summertime perhaps we’ll have popsicles and sangria and in the winter we’ll add something warm, what’s new is that we’ve changed to only serving wines that care. we’re working with vintners who believe in social and environmental responsi-bility. each wine we’re serving during wine hour has a philanthropical side or is organic or does unique things to make them sustainable. guests can find out about what’s being served by going on the website as each month we update what’s being served during wine hour, what this wine is all about and why it’s a wine that cares. of course the staff serving the wine has had a full education so that they can easily discuss the program and the wines as they share them with the guests.” whether serving socially responsible wines or simply spirits that you hope your guests will enjoy responsibly it’s in your bottom line’s best interest to create a bev-erage program at your property that will keep guest’s glasses filled. checking in for a drink hotelconsulting

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68 beverage media october 2010 tastings have become particularly popular over the past couple years, says andy gesell, regional manager at em-erald wines, a division of winebow, as consumers have become more budget-conscious: “traditionally, in-store prod-uct tastings were conducted to sell a new display or to promote a new prod-uct, but over the past 18 months, they have been used to sell wines retailing at 30 or higher. the consumer likes to taste them first. people are also moving to want to know more about the region, the culture, the food and the people who make the wine [or spirit].” erica sigler of wine discount center in chicago says that through tastings people feel comfortable try-ing something new: “customers will try wines that they might not seek out without our input. and, they like that our staff is knowledgeable and can an-swer any questions they may have.” wdc hosts a free weekly tasting every saturday of 10 wines featured in the store’s newsletter as well as monthly “first look” tastings, which showcase at least 30 of the store’s newest offer-ings for 10 a person. “don’t be afraid to charge for tastings,” notes sigler. “just know your audience.” the pros of conducting tastings ar-guably outweigh the cons, but marcy whitman, senior vp of marketing at palm bay international, broaches an important concern: “tastings are use-ful in launching new brands, but there are cost considerations, which is why it’s a tactic that we use judiciously,” she explains. “that said, consumers do ap-preciate the opportunity to taste prod-ucts when faced with an overwhelming number of choices so, to the extent that a retailer can do it, tastings are ad-vantageous.” when planned well, hosting a suc-cessful and well-attended tasting can add big numbers to your closing sales report. to assist you at every stage, from inception to execution, read on for use-ful tips to ensure that your behind-the-scenes efforts will translate to higher sales at the register. “choose a timely theme, focus on one region or all spar-kling wines, for example,” suggests janet epstein, director of national accounts, boosting sales through in-store tastings j esse salazar initially discovered union square wines & spirits, where he is now the wine director, in 2000 after reading about a spanish wine tasting on a chalkboard display outside its previous new york city location. “fifty dollars later and two bottles of priorat richer— this was nearly 10 years ago, mind you—i became one of many new spanish wine enthusiasts that day,” he says. in-store tastings have always been a large part of the store’s scene and, hosting an average of 100 free tastings every year, they still play a significant role. “a dedicated taster can sample nearly 1,000 wines or spirits at our store in one year,” salazar shares. “tastings boost sales in a way that web deals or email newsletters just can't. nothing beats having an interested customer standing in your store with an empty glass and an open mind. in addition to selling bottles, you're fostering relationships with your customers that simply wouldn't exist otherwise.” as e es by brooke smith

70 beverage media october 2010 in-storetastings sopexa usa and managing partner, flow wine group. the next step con-sists of effectively getting the word out. “don’t solely count on wanderers,” she says. “base tastings on the customers that walk through your doors.” spreading the word in addition to traditional market-ing tools—in-store signage, flyers and brochures, and word-of-mouth communication—email blasts and e-newsletters remain invaluable promo-tional methods. whitman says, “every retailer should be growing an email list if they’re not already.” she also suggests promoting tastings via online sites such as gesell believes that these days so-cial media is the most impactful mar-keting: “get involved in social media because you can attract people who have never been to the store before. more and more stores have either a fa-cebook or twitter account, and they’re free.” once someone is a ‘fan’ of your store on those sites, he notes, they’re already engaged and interested so you can contact them more frequently. epstein is an advocate of social me-dia, but says that you’ll get out of it what you put in. “make sure to announce your tastings to customers as many days in advance as possible. these are very popular tools however, they require regular upkeep. you need someone who can quickly update any information that changes.” another concern with social media, she points out, is that if not enough people are looking at your site at the right time, the tasting might not be well attended. for smaller retailers, epstein advis-es being part of a larger marketing cam-paign such as ‘rioja restaurant week’ or ‘destination riesling’ where there is already built-in advertising. “take ad-vantage of the press surrounding those larger events when planning yours,” she says. another tactic is joining a group such as the wine & spirits guild of america. “they get programming that wouldn’t ordinarily be offered to a smaller, independent retailer.” know thy samplers, and let them pour having samplers who know the product and can make the consumer feel com-fortable is a factor not to be overlooked. “be sure that those who pour are edu-cated. sometimes all it takes for a cus-tomer to understand a wine and want to buy it is through an explanation of a certain growing region and its culture,” says sigler. “customers feel a certain loyalty when there is ongoing commu-nication with the staff, especially when they are learning something new.” and don’t underestimate your customers, adds salazar: “they can smell a phony from a mile away these days.” opening bottles is a necessity, notes-sigler. “if you don’t have bottles to spare, count on your distributors to help out. open bottles mean more sales,” she com-ments, “and most of our distributors are happy to replace them.” out of sight, out of mind not having the product displayed in front of the customer at a tasting could be an easily preventable hindrance to clos-ing the sale. “the retailer should always clearly display the product. it’s basic, but worth mentioning,” says whitman. epstein advises paying attention to the aesthetics of your display: “use attractive displays to create the expe-rience. engage your customers in cre-ative ways instead of just stacking one big, long row of wine.” “we were selling the higher end line of catena wines from argentina which retail between 100 and 130. and, within two hours, we had sold 25 six-packs!”

in-storetastings sopexa usa and managing partner, flow wine group. the next step con-sists of effectively getting the word out. “don’t solely count on wanderers,” she says. “base tastings on the customers that walk through your doors.” spreading the word in addition to traditional market-ing tools—in-store signage, flyers and brochures, and word-of-mouth communication—email blasts and e-newsletters remain invaluable promo-tional methods. whitman says, “every retailer should be growing an email list if they’re not already.” she also suggests promoting tastings via online sites such as gesell believes that these days so-cial media is the most impactful mar-keting: “get involved in social media because you can attract people who have never been to the store before. more and more stores have either a fa-cebook or twitter account, and they’re free.” once someone is a ‘fan’ of your store on those sites, he notes, they’re already engaged and interested so you can contact them more frequently. epstein is an advocate of social me-dia, but says that you’ll get out of it what you put in. “make sure to announce your tastings to customers as many days in advance as possible. these are very popular tools however, they require regular upkeep. you need someone who can quickly update any information that changes.” another concern with social media, she points out, is that if not enough people are looking at your site at the right time, the tasting might not be well attended. for smaller retailers, epstein advis-es being part of a larger marketing cam-paign such as ‘rioja restaurant week’ or ‘destination riesling’ where there is already built-in advertising. “take ad-vantage of the press surrounding those larger events when planning yours,” she says. another tactic is joining a group such as the wine & spirits guild of america. “they get programming that wouldn’t ordinarily be offered to a smaller, independent retailer.” know thy samplers, and let them pour having samplers who know the product and can make the consumer feel com-fortable is a factor not to be overlooked. “be sure that those who pour are edu-cated. sometimes all it takes for a cus-tomer to understand a wine and want to buy it is through an explanation of a certain growing region and its culture,” says sigler. “customers feel a certain loyalty when there is ongoing commu-nication with the staff, especially when they are learning something new.” and don’t underestimate your customers, adds salazar: “they can smell a phony from a mile away these days.” opening bottles is a necessity, notes-sigler. “if you don’t have bottles to spare, count on your distributors to help out. open bottles mean more sales,” she com-ments, “and most of our distributors are happy to replace them.” out of sight, out of mind not having the product displayed in front of the customer at a tasting could be an easily preventable hindrance to clos-ing the sale. “the retailer should always clearly display the product. it’s basic, but worth mentioning,” says whitman. epstein advises paying attention to the aesthetics of your display: “use attractive displays to create the expe-rience. engage your customers in cre-ative ways instead of just stacking one big, long row of wine.” “we were selling the higher end line of catena wines from argentina which retail between 100 and 130. and, within two hours, we had sold 25 six-packs!” pub: bev. media group (new york) - non-bleed / 4 color rev. - 00 size: trim: 8.25” x 10.875” safty (live) : .25” inside trim full page - non-bleed agency: cpr art director / designer: tom caggiano 718 - 606 9899 client: cantina di soave product: duca due date: 3 / 2010 pub date: xxxxxxxxxxx for a great italian wine, think inside the box proudly distributed in new york by southern wine & spirits duca.wines fit for nobility. introducing duca del frassino, two top-quality table wines “in a box” from the venezie: a garganega / pinot grigio blend and a cabernet / corvina blend. duca delivers great quality and value in the economical, eco-friendly and contemporary ‘wine in a box’ packaging. wine in a box offers several competitive benefits: • value – the 3-liter duca is the equivalent of four 750 mls • eco-friendly – no corks or glass, a smaller carbon footprint with greatly reduced shipping weight • convenience – handy to carry, easy to store, ready to pour duca – all the benefits of a delicious table wine from the venezie – food friendly, easy to drink, unprecedented value – delivered in a box. campagna finanziata ai sensi del regolamento ce n. 479/08 campaigned financed pursuant to regulation ce n. 479/08

72 beverage media october 2010 small store, good timing, big success scheduling tastings for a highly trafficked time of the week and day is beneficial for larger retailers while smaller stores gain from hosting regularly scheduled tast-ings. “this way,” says gesell, “stores are able to develop a following. customers will know that at 7pm on a friday night, there will always be a tasting.” and proving that bigger is not always better, the most lucrative tasting gesell has been a part of to date took place in a smaller retail shop. “we were selling the higher end line of catena wines from argentina which retail between 100 and 130 and knew we needed to focus on a higher end clientele. we selected the right store, had a represen-tative from the winery who connected with the customers by not only talking about the wine, but also the culture, the people and the food,” he says. and, the guests were not all fine wine collec-tors. “there were casual drinkers who just wanted to try a higher end malbec. and, within two hours, we had sold 25 six-packs!” gesell exclaims, adding that 200 more cases were sold off residuals from that tasting alone. can’t pour? in-store tastings are illegal in several u.s. states, one of which is tennessee. according to mark stuart, manager of buster’s liquors in memphis, the state’s largest retailer volume-wise, in order to move product, “sometimes you just have to get a little creative.” he says that fa-cebook is their greatest marketing tool. “we created a facebook page about a year ago and before we knew it we had more than 5,000 fans, all at least 21 years of age, of course,” he says. “we aren’t too ‘sales-y’ on it, though. it’s primarily a way to interact with our community and keep buster’s name out there.” stuart says that not being able to conduct on-site tastings “is all we’ve ever known. we still do them just not at the store. instead, we partner with a lo-cal restaurant or chef and promote those events heavily.” at those off-site tast-ings, he shares, “we like to push our new products. by now we know what works and what doesn’t. we always have order forms on hand and they usually result in a lot of case sales. they are completely worth it.” buster’s also publishes a free quarterly magazine, drinks magazine, which is “packed with articles, advertise-ments and staff picks,” adds stuart. epstein has conducted dry tastings in several markets where pouring is il-legal. “in california, a retailer has to have a special tasting license. at whole foods stores there, 12 have licenses and 20 do not,” she points out. “and in the stores that don’t, hand-selling is super effective. in fact, i have seen the sales be even better in those instances. just make sure and hire an educational sales person for those peak hours.” big points for personality according to whitman, the nature of tastings and the price points may vary slightly from market to market, but one factor always guarantees success: a high profile personality. “when you have a well-known spokesperson in attendance, tied in with proactive promotions, you can really generate huge traffic,” she shares. recently, tastings of palm bay brands have been hosted by chef lidia bastianich, reality tv star bethenny frankel and chef aaron sanchez, as well as by various renowned winemakers. “our most successful events have al-ways featured guests with good personal-ities,” comments salazar. “evenings with producers such as juan muga of muga, gaia gaja of gaja, chiara boschis of e. pira, among others, resonated with cus-tomers in a way that had them thanking us for hosting the event as they loaded up on autographed bottles. all these winemakers or proprietors speak with a conviction about their wines that is im-possible to reproduce.” give them something to talk about after putting significant, time, effort and energy into planning and executing a tasting, sending your customer off with a remembrance of it can be advantageous. “consumers like some takeaway to help them remember the brand,” explains whitman. “it can be a food pairing or a recipe from the region, something that triggers a memory of what they tasted and where it’s from.” at the end of the day, salazar sug-gests focusing on quality not quantity: “we’re better off not wasting our cus-tomers’ times with inferior products and lame events. with so many venues for wine [and spirits] lovers to congre-gate these days, it pays to provide tast-ing events that they won't find else-where.” while every retailer may not have the opportunity to host a famous celebrity, salazar suggests exploring your options: “seek out visits from win-ery proprietors, talk to local sommeliers about helping out for an evening and get an importer on board to talk about a specific region. the events that offer added value to a customer's potential purchase are the ones that will sell the product and keep your customers visit-ing time and again.” the nature of tastings and the price points may vary slightly from market to market, but one factor always guaran-tees success: a high profile personality. in-storetastings

74 beverage media october 2010 y ou don’t need to party at an authentic german biergarten to get into the oktoberfest spirit. the bavarian beer tradition, which unofficially kicks off the fall season, has become part of mainstream drinking culture, offering brands—and bars—an opportunity to boost sales. for 10 days, from september 24 th through october 3 rd , ny craft beer week descends upon new york with special beer tastings, dinners, and tours. “while there are great beer events tak-ing place throughout the year, ny craft beer week helps to focus media and public attention on craft beer and raise the profile of the venues that fea-ture it,” explains director josh schaff-ner. “with the natural lull that comes to nightlife establishments after labor day as the city adjusts to life after the end of summer, beer week is a useful way to generate fresh excitement as a kick-off to the success of fall seasonal beers and events.” david christman, director of state & industry affairs for the national beer wholesalers association, agrees fall may be beer’s best season: “every-body’s back to work and a celebration of pumpkin spices welcomes cooler weather. craft brewers are now up with the big domestics the next best-selling release after their flagship is their sea-sonal.” christman also points to the return of monday night football and the surge in on-premise sports viewing to spike sales. “bars offer countless pro-motions for monday night football, from bucket of beer specials to 2 bottles to attract customers into their establish-ments,” he notes. %f/[email protected]/ha but jon bloostein, owner of heartland brewery, says the reason his new york brew pubs are packed in the fall has less to do with sports. “in fact, people who watch the game tend to nurse the beer they have instead of ordering another round. “it actually has more to do with shifting temperatures. it’s harvest season and people are thinking of spices and honey,” he says. now that people are swapping tank tops for turtlenecks, it’s also not uncommon for customers to be less concerned with exercise and swing for more carbohydrate-laden treats, like a dessert—or a second beer—bloostein points out. guests of heartland brew-ery will find the bar’s smiling pumpkin ale, made with honey-roasted pump-kins and simmered with ginger, cloves, cinnamon and nutmeg, as well as the imperial smiling ale, “a big, beautiful” "9ddaf?gjj why autumn is the best season for selling brews by alia akkam octoberfest_oct10.indd 1 9/13/10 12:02:09 pm

tm tm tm oanrasepd ckkp]opa* 2009 heineken usa inc., white plains, ny heineken is the 'khef[wd _cfehj in the u.s. and sells over eight times more than the next european lager. ' heineken light is the (_cfehj[z b_]j beer in the u.s. and ranks in the top six of all imports sold. ' both heineken and heineken light offer the h_]jfwyaw][i for your trade-up occasions: heineken lager is available xejonzhwk]jandin xejjb[i and heineken light comes in its z_ij_dyjxejjb[. serving heineken draught presents a great opportunity to _dyh[wi[oekh fheäjcwh]_di" as imported lager draught occasions have increased (* in ed#fh[c_i[wyyekdji since 2008. ( 8whj[dz[hi cited heineken as the b[wz_d]_cfehj when available on zhwk]jin the u.s. ) 1 acnielsen, 52 weeks ending 9/5/2009. 2 technomic, co-pilot report, q2 2009. 3 beverage information group, on-trac audit (bartender survey results), august 2008. (eineken 4rade!d "everage-edia ,eonard 6incent ?"everage-edia?-indd xv vxv -aria #9!. -!'%.4! 9%,,/7 ",!# 0!.4/.% 51110076_141_beveragemedia_m2.indd 1 11/9/09 5:42:07 pm

76 beverage media october 2010 version with blackstrap molasses and a small-batch maris otter english malt, on tap through thanksgiving. for many consumers, the allure of fall offerings is that they are available for a limited time only such as beck’s oktober-fest pilsner. leinenkugel has said good-bye to its popular summer shandy but ushered in its oktoberfest lager, brewed with munich, caramel and a blend of two-row pale malts. it’s suggested that jack’s pumpkin spice ale, michelob brewing company’s fall seasonal brew, be served in a tall, fluted glass to release the beer’s pumpkin aromas, while michelob marzen, an ode to oktoberfest, will be part of the brewer’s ‘gold medal’ fall sampler pack. .9qgj,jaelae while fall is a great time for old favorites to make return appearances at bars, it’s also ideal for brewers to roll out new products. one of the most highly anticipated releases of the year is hoppy guinness foreign extra stout, a beer that hasn’t been available state-side since 1920, but well-known inter-nationally. first exported to the u.s. in 1817, it was given the boot when pro-hibition came around. this month the deep, brown beer with strong, roasted aromas is back in the country, packaged in an 11.2 oz. bottle as an alternative to traditional guinness on draft. “we’re ramping up to a strong beer season,” says brand director patrick hughes. “customers are looking for more flavorful beers with stronger taste profiles. our guinness drinkers are so loyal and committed, and they asked for foreign extra stout on those occasions when they want a bigger beer based on people’s experiences abroad. it is 7.5% alcohol a lot more bitter—50% higher because of increased hop rate—and the highest in our guinness portfolio.” narragansett beer is also leveraging the season with the debut of a special oktoberfest brew, narragansett fest, the company’s first canned craft beer offering since the 2005 brand revival. through-out the 2010 fall season, this traditional oktoberfest brew, featuring pilsner, vi-enna and light and dark munich malts, will be available across new england in 16 oz. cans and on draft. additionally, the release speaks to the brand’s rich cultural heritage: up until the 1970s, the cranston, ri, brewery, founded by a group of eight german immigrants, held elaborate oktoberfest celebrations. boston beer’s jim koch, who has pro-pelled the growth of seasonal beers with his popular sam adams collection, says that, “in the summer you want some-thing brighter, crisp. samuel adams oc-toberfest is such a great beer in the au-tumn. we’re not ready for the heaviness of winter beer, but we’re ready to make that transition to something that’s got a much better, fuller flavor.” transitioning, it turns out, has proven to be a rewarding strategy for boston beer. “drinkers want variety but they want con-sistently reliable quality in their beers, too. with seasonals, you’ve got two months to enjoy it and then you move on,” koch explains. “customers have asked to make octoberfest available year-round, but that is not going to happen. what makes it special is the fact it’s in perfect har-mony with the season you can’t drink this on the fourth of july. the right beer at the right time cre-ates excitement. seasonals are now the fastest-selling segment it only took 20 years.” clg:jkl order them now. oktoberfest beers are only here through the fall season. octoberfest_oct10.indd 2 9/13/10 12:02:20 pm

job # prev. users art director copy writer acct mgr. proj. manager studio artist filename last modified deadline client bleed trim live content location fonts & placed graphics irhcorp0015c irhcorp9002b_steak_cdr.indd 7-9-2010 10:44 am ffernandez/ffernandez 7/9/10 kate wadia cotes du rhone kate murphy 8.75” x 11.125” tamara lover 8.25” x 10.875” paul raimondi 7.75” x 10.375” frank fernandez family style helvetica neue 55 roman chaletcomprime colognesixty name color space eff. res. pizza_v4_609.tif cmyk 786 ppi, 832 ppi logoir(long).eps steak_v1_810_3.psd cmyk 812 ppi cornas cdrc vertical_w.eps logo cdrwines vertical_w.eps cyan magenta yellow black ffernandez (quad core) setup 110 fith avenue new york, n.y. 10011 notes personnel at none 212-463-1042 any questions regarding this material please call print production manager raquel duarte document path: nyc-creative:volumes:nyc-creative:studio:mechanicals:cotes du rhone:2010:2010 layouts:pizza_steak:irhcorp9002b_steak_cdr.indd inks whatever the cuisine campaign financed with aid from the european union campaign financed with aid from the european union always right s:7.75” s:10.375” t:8.25” t:10.875” b:8.75” b:11.125”

78 beverage media october 2010 drinking from communal bowls punches are gaining popularity in the country’s hippest bars and cocktail lounges by robert plotkin t rend-spotting alert: alcohol-based punches have become the drink of choice in many of america’s top bars. that punches have become bestsellers is hardly surprising. they’re gorgeous looking drinks renowned for being ridiculously delicious. what’s ironic about their skyrocketing popular-ity is that punch bowl drinks are as old as our republic and one of the oldest, most basic forms of libations. “i think punches are another phase of the cocktail renaissance, another evolutionary step in making the old new again,” says brian miller, bartender extraordinaire at new york’s death & company. “i’ve served and imbibed many a punch and they have every quality necessary for long-term success. they bring people together in a shared moment and inspire conviviality. who doesn’t like drinking out of bowls—dogs do it all the time.” as the director of cocktail development for some of manhattan’s most fashionable joints, including the campbell apartment, the world bar and the newly opened empire room in the empire state building, jonathan pogash now works with punch drinks on a nightly basis: “when guests see the people at the table next to themdrinking a gigantic drink out of a communal glass bowl, they immediately follow suit and order one of their own. in addition to being irresistibly appealing, punches also have a great deal of perceived value. you get more drink for the money. a single-serving punch might actually be two drinks in one, as is that case with our prohibition punch.” so what are these drinks? some are presented in large bowls with a gaggle of long straws, while others are prepared individually and served in tall iced glasses. drinks expert and historian da-vid wondrich says punches, regardless of how involved their recipes may be, follow the formula of combining sweet, citrus, spice, water and spirit. “today classic punch recipes are un-dergoing the same interpretative process as have classic cocktails over the past several years,” observes kathy casey, celebrity chef, author and interna-tional drinks consultant. “traditionally, punches containing alcohol are made with wine, brandy or rum blended with sugar, lemon (citrus) and tea or spic-es. after that, let creativity and good taste rule.” where to start jeffrey morgenthaler has had consider-able firsthand experience marketing punches. a master mixologist and the bar manager of clyde common in port-land, oregon, morgenthaler thinks the initial step is finding the appropriate glassware for the job. he recommends searching on ebay or scouring local sec-ond-hand stores for punch bowls, ladles and cups. “i prefer the look and functionality of punch bowls with a built-in pedestal. they just look more presentable on a ta-ble. from a practicality standpoint, i ad-vise only using sturdy glass punch bowls at a bar. expensive, high-end glassware has its place, but that place typically isn’t a high-volume bar or cocktail lounge. as for special handling and care, i just treat them with the same care i use with all our glassware.” yuri kato, publisher of and author of the recently published book, japanese cocktails, atthebar oct10 at the bar.indd 1 9/15/10 4:44:58 pm

80 beverage media october 2010 thinks punches make great on-premise promotions for bars. for president’s day, for example, she suggests tantalizing guests with martha washington’s rum punch, a 200-year old classic that fea-tures a blend of white and dark rum, or-ange curaçao, fresh lemon and orange juice, spices and water. she also offers this piece of advice: “if you’re making a punch for a group of people who will consume the punch right away, i don’t think covering a punch bowl is necessary, but if your bar is serving punch all day, i’d definitely put some sort of a cover on the punch bowl. i personally wouldn’t or-der a punch that’s sitting on the bar for hours.” one operational concern is how to keep these large drinks from becoming warm as they sit on the table. adding scoops of ice is an option, but one that potentially will over-dilute the punch. victoria d’amato-moran often prepares a smaller version of whatever punch she’s promoting and freezes the drink in ice trays the night before. she then adds some of those cubes to the punch bowl to keep the drink cold without it becoming too watery. veteran advice a seasoned mixologist with what amounts to a post-graduate degree on the subject, d’amato-moran also advis-es employing a tactic her mother taught her. “she would take a copper jello mold, fill it with water, mint leaves and an assortment of fresh berries and place it in the freezer overnight. the next day it’s submerged into a punch bowl and keeps the drink icy cold with a minimum amount of dilution. it works like a charm.” regarding how to go about develop-ing a punch drink for your bar, pogash recommends beginning with a classic recipe and going from there. for exam-ple, at two of his locations, pogash pro-motes an upscale version of the prohibi-tion punch in single servings, which he describes as a fantasized planter’s punch with added passion fruit juice and moët & chandon champagne. at his other venues he markets the prohibition punch in communal bowls in which he substitutes the passion fruit juice with appleton vx rum-infused passion fruit tea. “the response has been tremendous. guests return time and time again just to drink our punches and to brag to their friends that these are some of the best drinks they’ve en-countered in a while.” that pretty much sums up why punch drinks have become a bankable trend. martha washington’s rum punch 3 oz. white rum 3 oz. dark rum 3 oz. orange curacao 4 oz. simple syrup 4 oz. lemon juice 4 oz. fresh orange juice 3 lemons, quartered 1 orange, quartered tsp. grated nutmeg 3 cinnamon sticks, broken 6 cloves 12 oz. boiling water in a container, mash the orange, lemons, cinnamon sticks, cloves and nutmeg. add syrup, lemon and orange juice. pour the boiling water over the mixture in a container. let it cool for a few minutes then add the white rum, dark rum and orange curaçao. strain well into a pitcher or punch bowl and serve over ice in goblets and decorate with wheels of lemon and orange. dust with nutmeg and cinnamon. bourbon-cassis punch 4 750 ml bottles bourbon 1 750 ml bottle créme de cassis 2 750 ml bottles dry sparkling wine 1 oz. angostura bitters 12 oz. simple syrup 48 oz. fresh lemon juice 48 oz. ginger beer mix ingredients together, serve with ice blocks frozen with lemon slices. great scott punch 5 parts knob creek bourbon 2 parts st-germain elderflower liqueur 4 parts rich citrus simple syrup ** 12 parts water combine all the ingredients and strain out the peels. pour into a large punch bowl. ** note: to make rich citrus simple syrup, peel 3 lemons and 1 orange for every 3 cups of sugar being used, approximately. muddle the peels in the sugar till the sugar becomes damp and rich with the oils from the fruit. add the lemon juice. stir until the sugar has completely dissolved. hoist the colours punch 4 oz. appleton’s v/x jamaica rum 3 oz. gosling’s dark rum 1 oz. lemon hart 151 proof demerara rum 1 oz. fresh pineapple juice 3 oz. fresh lemon juice 4 oz. don’s mix #2 3 dashes angostura bitters 9 white sugar cubes grated nutmeg top with 3 oz. club soda muddle the sugar cubes in a large measuring cup, add remaining ingredi-ents, stir over crushed ice and strain into a punch bowl over a large block of ice. garnish with pineapple wedges. punch recipes keep these large drinks from scoops of ice is an option, it in the freezer overnight. the next day it’s submerged into a punch bowl and keeps the drink icy cold with a minimum amount of dilution. it works like a charm.” martha washington’s bourbon-cassis punch pu atthebar oct10 at the bar.indd 2 9/15/10 4:44:58 pm

enrico prosecco brut doc item# 0243 - 6/750ml case price: 56.04 / unit price: 9.34 2 case price: 48.04 / unit price: 8.01 3 case price: 44.04 / unit price: 7.34 10 case price: 40.04 / unit price: 6.67 item# 0244 - 24/187ml case price: 85.26 / unit price: 3.55 2 case price: 78.06 / unit price: 3.25 3 case price: 69.36 / unit price: 2.89 10 case price: 69.36 / unit price: 2.89 brut doc brut doc and highly recommends enrico prosecco “enrico brut…turned out to be remarkably good. it was bright, crisp, lively— as fresh as any wine i’ve consumed in venice” “a light, fairly delicate wine with a lovely persistence and a fairly dry finish, it’s a very good value.” - wsj 6/12/10 reviews 20 proseccos new york, ny imported by 212.582.3330 importers and wine merchants since 1945 enrico_ad_oct2010.indd 1 9/10/10 9:57:16 am

82 beverage media october 2010 retailerstrategies the power of print while social media remains the hot topic, many stores are staying true to print by roger morris t he numbers certainly look bad now, however, during the first quarter of 2007, newspaper advertising dollars in the u.s. for beverage alcohol were riding unusually high—35.8 million, according to figures provided by jeff sigmund of the newspaper association of america. then—as with the housing market and, in time, the total international economy—the bot-tom started to drop out. total newspaper ad dollars for beverage alcohol slipped from 77.6 million in 2007 to 57.3 million in 2008. in 2009, it sank to 30 million —less than that single, stellar first quarter of two years ago. “everything references back to october 2008 when the economy went into free fall,” says andrew mcmurray of zachys, one of the largest wine and spirits advertis-ers in the new york metro region. still, there are bright spots. one: 2009 fourth quarter ad expenditures for alco-hol were only slightly lower than same quarter of 2008. two: whether it’s big chains or the corner mom and pop stores, while almost everyone we talked with is sticking their toes into the waters of electronic media, few are ready to go skinny dipping. when they spend ad dollars, retail stores still prefer print—newspapers, local maga-zines, register tapes at supermarkets, even church bulletins. while there were differences in strategies, here are some words of advice we heard: while some retailers have cut back during the recession—dave sanchirico of hops and grapes in glassboro, nj, decided his weekly ad in the philadelphia inquirer wasn’t paying off—others viewed the downturn as a wine glass half-full. “strategically, we have seen the recession as an opportunity to pick up share,” says alex joerger, wine director of best cellars unit of a&p in the mid-atlantic states. an-gela evans, whose double diamond design ad agency in nashville represents five different retail shops, agrees. “we advised our clients to be aggressive,” she says, “and not one of them had their sales go down in 2009.” diversify the ad mix. “our advertising used to be primarily newspaper, and we still advertise in the wash-ington post,” says ed sands, co-owner of calvert woodley in washington, d.c., “but we started doing more coupon direct mail ads and advertising with the local capitals hockey team.” evans says even one of her “mom and pop” clients was able to afford advertising on a local cable channel. mcmurray says zachys has had “good results with targeted ban-ner ads on websites such as the wine spectator, wine-searcher and the new york times.” target all buying levels. while almost everyone started featur-ing lower-priced wines in product ads, the advice is to target all custom-ers. “we have customers ranging from street people to millionaires,” says mark fetter, general manager of argonaut wines & liquors, who has extensive weekly product ads in the denver post. “we try to appeal to every price range.” were riding unusually high—35.8 million, according to figures provided from 77.6 million in 2007 to 57.3 million in 2008. in 2009, it sank to 30 million “everything references back to october 2008 when the economy went into free fall,” says andrew mcmurray of zachys, one of the largest wine and spirits advertis-still, there are bright spots. one: 2009 fourth quarter ad expenditures for alco-hol were only slightly lower than same quarter of 2008. two: whether it’s big chains or the corner mom and pop stores, while almost everyone we talked with is sticking when they spend ad dollars, retail stores still prefer print—newspapers, local maga-while there were differences in strategies, here are some words of advice we heard: glass half-full. “strategically, we have gela evans, whose double diamond design ad agency in nashville represents five different retail shops, agrees. “we advised our clients to be aggressive,” she says, “and not one of them had their sales go down in 2009.” diversify the ad mix. “our advertising used to be primarily newspaper, and we still advertise in ington post co-owner of calvert woodley while some retailers seize the day! june2010_retaileradvertising4.indd 1 9/15/10 4:12:50 pm

84 beverage media october 2010 retailerstrategies set goals. mark esterman, who oversees advertis-ing for the meijer food store chain in five midwestern states, says, “i’m fight-ing for space within our store ads like everyone else, so i have the goal that every meijer guest leaves the store with at least one bottle of wine.” evans says she uses this guideline as a determin-ing factor: “will this advertising work for potential buyers up to 60 miles away?” monitor results. everyone says tying results to ad-vertising is difficult but most still try. couponing is one easy way to link ads to sales, although it is not legal in all states. others track customer zip codes to ad campaigns conducted outside the store’s immediate area. concentrate on timing. “like many stores, our business is weekend-driven,” says robert kreston of kreston wine & spirits, which has two stores in delaware, “so we try to get our ads as close to the weekend as possible. if the ad is on monday or tuesday, the customer has forgotten the message.” utilize expert advice and experience – external and internal. ad agencies are good sources of expe-rience to negotiate rates and to monitor results. and don wolff, an advertising account manager for the santa rosa press democrat, tells retail clients his company offers newspaper, magazine and electronic capabilities and thus “has internal experts in all media.” internal experience for chains is also important. “each of my five states has different regulations and often different products, so i have to ‘version’ each ad,” says meijer’s esterman. with product ads, determine your strength and strategy. “we emphasize the value proposition, not just the price point,” says best cellars’ joerger. “we try to find items that maintain price and over-deliver quality.” kreston says he wants to advertise brands where his stores have some exclusivity. “with major brands, you can only do so much with price competition,” he maintains. ad exec evans thinks somewhat dif-ferently with her tennessee clients. “the popular brands get people in the door,” she says, “then the sales people can take over.” as part of the lifestyle approach, some wine shops, especially those that also sell foods, are touting the total wine experience. “one of our grocery stores emphasizes wines with meals in his ads, including recipes,” says san jose newspaper ad exec wolff. other retail stores stress deli and wine pairings in their ads. sell the season. almost no one spreads their ad bud-gets evenly over the 12 months. “dur-ing the last quarter of the year, we’ll increase our ad spending by 30% to 40% with larger and more varied ads,” sanders says. at the same time, targeted wine, beer and spirits ads are also growing for once-unknown cel-ebrations such as cinco de mayo or events such as super bowl or football tailgate parties. all wine sales are local – or are they? one of the reasons internet ads are suspect among some retailers is they may not reach the customer down the block. the same is true about suburban stores like zachys in scarsdale, whose times ads reach customers interna-tionally. “recently, we’ve ramped up our local sales with ads in the journal news, the regional gannett news-paper,” mcmurray says, “with good results.” but for retail stores that also ship across the country where state law permits, internet advertising is considered a must. “the economy has affected everyone and everything,” ad exec evans says. “people who three years ago would pay, say, 29.99 for a bottle, have moved down to 23.99 as a limit. others moved to under 20. collectors who were buying 15 to 20 bottles are now buying five or six at my stores,” she says. “but if you can’t make it on price, you have to make it on volume. for my clients, that means more advertising.” consider your message mix during the off-season on martha’s vineyard, jim’s package store in oak bluffs loads everything into a miniscule two-inch ad—product (12-pack beer specials), image (established 1939) and service (island-wide delivery). “it’s difficult to measure the result of lifestyle ads,” says sanders of calvert woodley, “but i’m moving toward more of it in the future. kj [ken-dall jackson] is kj—how low can you go? i think you need an im-age the customer can align with.” zachys’ mcmurray agrees. “in the old days, the phones would light up when you advertised products,” he says. “now we see branding opportunities.” zachys’ famous one-page ads in the new york times tout the company’s auction busi-ness as well as retail. auction busi-ness as well as retail. wine goes with food june2010_retaileradvertising4.indd 2 9/15/10 4:12:51 pm

86 beverage media october 2010 f or the second year in a row, the u.s. drinks conference, for-merly held in london, comes to new york. the event, tak-ing place october 12 th and 13 th , has ex-perienced tremendous growth since it jumped the pond in 2009. jeff grindrod, one of the confer-ence organizers, and managing partner of brand action team, says that “since relo-cating from london, the conference has more than doubled in size. u.s. industry executives attend who may not have been able to travel to europe, without decreas-ing the quality of international attendees. part of the reason for our growth is the fo-cus on panels, so attendees gain practical knowledge from a broad group.” why you should go the u.s. drinks conference is an essen-tial event for wine, spirits and beer execu-tives working in the u.s. market. it also pertains to consultants, entrepreneurs, and people specializing in operations, logistics, purchasing, finance and market-ing who may be new to the industry. john beaudette, president of mhw, asserts the importance of the conference for those just entering the u.s. beverage alcohol market: “the conference puts extremely practical information into your hands from professionals who are living and breathing the u.s. market. i have heard feedback from numerous participants that they have never before received so much useful information that can be immedi-ately put into action.” there are a number of distinguished speakers for the conference who will impart their real-world experience on diverse topics essential to succeeding in the industry. the speakers and panelists include beverage alcohol veterans: steve walkiewicz of pernod ricard usa, efren puente of the charmer sunbelt group, ted roman of william grant & sons, bob hendrickson of rndc and jeffrey altschuler of allied beverage group. panels not-to-miss this year, one of the capstone experiences will be gary vaynerchuk’s lively social media marketing discussion, followed by a panel featuring tyler colman, wine au-thor and blogger colleen graham, cock-tail expert for and christian mcmahan, cmo at heineken usa. the distributor panel is another highlight ac-cording to grindrod, “which features key marketing and sales personnel from four of the top six distributors in the country.” to ensure this year’s event is even more successful than last year’s, grind-rod and the other event organizers have taken feedback from prior participants into consideration. “we heard from previ-ous attendees and from our clients on a weekly basis ‘how do i finance our u.s. expansion?’ from that, we have added the financial panel with representatives from prestigious firms that provide access to billions of dollars in capital for companies that have demonstrated success and busi-ness opportunity,” explains mike ginley, president, next level marketing. a more detailed agenda, roster of speakers, hotel and registration informa-tion can be found at the u.s. drinks conference is organized by brand action team, mhw ltd. and next level marketing. u.s. drinks conference arrives again in new york 4 th annual event looks to build on last year’s success by cara mcilwaine 2010 highlighted panels social media marketing presentation and panel discussion tuesday 10/12 presentation: 9:30am-10:30am panel discussion: 11:00am-12:30pm retailer panel: strategies for the street tuesday 10/12 4:00pm-5:30pm financial panel: sourcing capital wednesday 10/13 1:00pm-2:30pm distributor panel: supporting new brands wednesday 10/13 3:00pm-4:30pm visit for a complete list of events, speakers and panelists along with hotel and registration information. aroundtown oct10 us drinks preview_r.indd 1 9/15/10 3:47:51 pm

enjoy with absolut responsibility. absolut vodka. product of sweden. 40% alc./vol. distilled from grain. 2010 imported by absolut spirits co., new york, ny. thanks! togetherwe servedover 1.9million meals tothe theneedy. explore more exceptional drinks at absolut vodka, southern wine & spirits and usa harvest would like to extend our deepest gratitude to the retailers who participated with us in our effort to ‘help fight hunger in your community.’ from april 1 through june 30, 2010, one meal was donated for every bottle of absolut vodka you sold. the result:1.9 million meals served to those in need. we are honored to partner with you to make a difference in our communities. harvestad_absolut 1 9/10/10 2:52 pm

aroundtown 88 beverage media october 2010 e&j gallo raises funds for hunger awareness locally each year, the e&j gallo winery part-ners with taste of the nfl and the feed-ing america network to raise funds and awareness for hunger nationwide. this year the team wanted to create some-thing in nyc to highlight the importance of the program on a local level. on august 27 th , a taste of the nfl hunger drive kick off took place at em-pire merchants’ brooklyn headquarters. robin stein and courtney williams from city harvest, the world's frst food rescue organization dedicated to feeding the city's hungry men, women and children, talked to the gallo sales force about how their organization improves thousands of lives every year in nyc. the impact of their message was felt by everyone in the room with the sales force asking how they could help the cause. “the great part of this program is that they will be helping to contribute to hunger relief by doing what they do every day,” says brian fitzpatrick, csw, e&j gallo winery’s on-premise state manager, metro ny. “in addition to the donation made at the kickoff, we will be donating a portion of every case of gallo premium wine sold september through december to city harvest if the emw & emws divisions achieve their goal. hopefully it will be a win-win for every-one involved.” mike rosenthal, e&j gallo brian fitzpatrick, e&j gallo and courtney williams, city harvest presidential aged tawny port metro new york distributor: empire merchants 800-382-3820 the best port the best package the best price decanter magazine world wine awards presidential 20 years: silver medal presidential 30 years: silver medal mayor bloomberg opens eataly with ferrari on august 31 st , mayor bloomberg offcially opened eataly to new york city with a toast of ferrari metodo classico sparkling wine from tren-tino, italy. the exciting new market and restaurant complex was cre-ated to showcase the very best of italian gastronomy and oenology over seven foors and 7,000 sq. ft. in the famous toy building on fifth avenue. mayor bloomberg celebrates the eataly opening.

,jkafla9d aged tawny ports the best port the best package the best price decantermagazine worldwine awards presidential 20 years: silver medal presidential 30 years: silver medal new york, ny imported by 212.582.3330 importers and wine merchants since 1945 the award winning international wine & spirit competition winner presidential 30 years: gold medal presidentialfullpg_oct10.indd 1 9/10/10 4:15:37 pm

90 beverage media october 2010 boys’ towns of italy honors vincent fyfe of ufcw local 2d on september 14 th , boys towns of italy hosted its nassau-suffolk “international dinner” where vin-cent fyfe, president of ufcw local 2d, was hon-ored as 2010 man of the year. this year’s event was held at the crest hollow country club in woodbury, li, and helped raise money for boys’ town of italy, inc., aiding children in need world-wide. vincent was introduced by last year’s hon-oree, michael correra, president of metro and herman hochberg, the evening’s host. industry representatives from new york, new jersey and connecticut were all well represented and the early indication was the dinner helped raise over 70,000 in much needed funds. 1. michael correra, brother sean moffet vincent fyfe and hy hochberg 2. vincent fyfe, hy hochberg, robert fyfe and yolanda fyfe (parents) and brother sean moffet 3. jack battipaglia and vincent fyfe 4. bruce levine, donald leone, daniel saltzman and charlie whyte 5. carlos ferrandiz, tony magliocco, vincent fyfe and fedele miranda 6. matthew green, jennifer zenker, vincent fyfe, e. lloyd sobel and ron schaum 7. jim casey, john devin and joe lehane 8. mitch herman, craig ballin and donald kumm 9. david drucker, chris reed and christopher flanigan 10. joe viscomi, michael correra, dina opici, ed wassmer, mario d’amico and roger barbiero 4 3 2 1 10 8 7 9 red, white & bubbly holds 9-11 benefit wine tasting on september 11 th , red, white & bubbly wines & spirits in park slope held its 2 nd annual sept. 11 th new york wine festival. the event’s purpose was to raise funds for the park slope volunteer ambulance corps, frst responders during 9/11. over 10 nys wineries were on hand to pour and profts were donated to the psvac. new york state wines being poured during the beneft 5 6 aroundtown

92 beverage media october 2010 martin scott wines holds grand portfolio tasting on september 13 th , martin scott wines held its an-nual grand portfolio tasting in the afternoon at the david h. koch theater at lincoln center. over 370 brands and 157 winemaker/winery principals were represented at the event which featured properties from various winemaking regions worldwide. 1. martin gold, msw stuart bryan, pride mt. david frieser, beekman and david gordon, tribeca grill 2. bill hayde, msw scott gerber, msw tomn dillone, wilson daniels stan kotlyar, crossroads trevor jones, tjfw nikul patel, hickory wine marco esposito, groth vineyards and tony mazzola, accademia di vino 3. back row: paolo boselli, premium brands stefano inama, inama urs vetter, alois lageder alberto di gresy, marchesi di gresy federico a. giuntini, fattoria selvapiana fabio saracco, saracco and alessia nebu-loni, masseria li veli middle row: enrico valleferro, adami gia pascarelli, dalla terra, paul bressler, 67 wine luciana vietti, vietti and emanuela stucchi prinetti, badia a coltibuono front row: scott gerber, msw and brett fleming, avignonesi/classica 4. paul gardner, flora springs scott gerber, msw russ weis, silverado justin mccarthy, otg elliot solarsh, msw and angelo brutico, silverado 5. brian lipton, sorting table luisa ponzi, ponzi paul grieco, hearth restaurant and martin gold, msw 6. dimitrios klonis claudia ferrara, msw david babich, babich wines and chris boudouris, mcnamarra wines 7. stuart bryan, pride corwin kilvert, blackstone sean gantner, millpond house sean larkin, larkin wines andy hoxsey and nancy hoxsey of bonded winery 8. jonathan rosenkrantz, honu kitchen & cocktails jason barlow rory vannostrand, honu kitchen & cocktails and patrick mata, ole imports 5 4 3 serena williams celebrates hamptons magazine cover on august 25 th , grey goose joined serena wil-liams at pranna nyc to celebrate her cover of hamptons magazine at the grey goose sum-mer soirée. russell simmons helped to toast the queen of the courts with the offcial drink of the u.s. open, the "honey deuce." 1. a bartender mixes grey goose summer soirée cocktails at hamptons magazine party 2. samantha yanks, russell simmons, serena williams and debra halpert 2 1 7 6 8 2 1 aroundtown

94 beverage media october 2010 vias imports ltd. hosts fall harvest tasting on september 13 th , vias imports held its fall tast-ing at the marriott marquis in manhattan. over 200 wines were on display from the vias global portfo-lio and there was great trade attendance. 1. fabrizio pedrolli, michele ricci, mark toepke and luca bigerna, all of vias imports 2. claudia sina, vias michael devlin, shoprite mara lona, bertagnolli and fabrizio pedrolli 3. rocco spagnardi, locanda vini e oli donato de ieso, vias eamon vazquez julian vasquez, esca and michele ricci, vias 4. federico benegas lynch, bodega benegas carmela benegas juan benegas and michele ricci 5. erin ward, carmine’s barry glovitch, vias angelica sbai, bravo restaurant and michele ricci 3 2 5 4 1 domaine select merchants hosts annual grand portfolio tasting on september 14 th , members of the beverage trade community gathered to taste a selection of fne wines and spirits from around the world at domaine select’s annual grand portfolio tasting. the event took place at the pool room of the four seasons restaurant in manhattan. 1. paolo and allison domeneghetti, domaine select 2. paolo and allison domeneghetti and julian niccolini, the four seasons 3. geoffrey mansfeld, worldwide wines morgane fleury, fleury champagnes dyan grant, worldwide wines grazia pelosi, worldwide wines and michael knipp, domaine select 4. magi ballevell paolo domeneghetti lorena ascencios, astor wines & spirits and juan ernesto hernandez, domaine select 2 1 4 3 aroundtown

imported by vias imports ltd. tel. 212 629 0200 vrad.indd 1 4/16/10 2:18:49 pm

96 beverage media october 2010 atlantic wine & spirits and bushmills hold sales blitz on august 25 th , atlantic wine & spirits and the dia-geo sales teamgathered together to execute a bush-mills sales blitz. after a day communicating rich his-tory, quality and marketing support on bushmills, the teams recapped the day at room 55 in the dream hotel. former nfl player boomer esiason and his wfan radio partner craig carton joined them. es-iason and carton recently led a live broadcast from bushmills distillery with master distiller colum egan. travis bigby, aws john devin, aws boomer esiason, wfan mark herman, bottles & cases craig carton, wfan and jim casey, diageo stella artois hosts nyc regional draught master semifinals on september 7 th , bartenders gathered to test their draught pouring mettle for fans and well-wishers at the ainsworth. chris meyers had won two regional draught master competitions in his native wisconsin before fying to new york and placing as runner up in the competition, while seema jeswani, a new yorker, took frst place in the competition. 1. winner seema jeswani 2. seema jeswani and runner up chris meyers 2 1 effen on the runway following charlotte ronson’s show at mercedes-benz fashion week, “ronson on the runway,” a signature cocktail designed in her honor made with effen vodka, fresh lemon juice, simple syrup, basil leaves and champagne, was served back-stage. more cocktails were made afterwards at avenue, where ronson’s sister samantha played dj and the family celebrated the designer’s new line with a virtual who’s who of celebrity guests. 1. effen cocktails at mercedes-benz fashion week 2. effen backstage at the charlotte ronson show 2 1 tanqueray hosts twist on t&t competition on august, 9 th , tanqueray hosted a “twist on t&t” competition at the breslin, pitting notable new york media personalities against each other to beneft charity. pix morning news anchor tamsen fadal and dorothy robinson of metro ny were joined by jason cammerota as they competed to create the most refreshing tanqueray & tonic under tanqueray brand ambassador angus winchester’s guidance. 1. dorothy robinson receives a check for her charity, clear water initiative, from angus winchester 2. jason cammerota presents his drink 2 1 aroundtown

distributed in nyc and long island by phoenix/beehive 718.609.7200 and in the mid-hudson valley by lobo distributing 845.457.9201 brand support feudo antico is supported with media and promotional support throughout 2010 and 2011. taxi-tops, beverage magazines, in-store promotional giveaways, and tastings will be running throughout the year. italian pinot grigio clean, fruity aroma and dry flavor with a full body. imported by riviera imports , manhasset , ny

smooth, free-spirited island rum imported by cockspur usa, manhasset, ny 40% abv strut your stuff responsibly. ask your genesis beverage brands sales rep about in-store support for cockspur rum.

newsfront 100 beverage media october 2010 corporate u.s. drinks conference to feature financial panel “finding investment capital” will be the focus of a new financial panel at the fourth annual u.s. drinks con-ference this month. john beaudette of mhw, one of the conference’s organizers, said, “the focus on this panel will be to enlighten partici-pants on the various investment op-tions available for consideration when sourcing capital.” for complete information on conference panels, visit wswa educational foundation announces scholarship winners the wswa educational foundation has announced the winners of its inau-gural college scholarship competition. four talented children of wswa mem-ber company employees are to receive 2,500 each. winners were selected from an extremely competitive feld of 167 ap-plicants, chosen for scholastic achieve-ment, extracurricular activities and essays on their career goals. the winners are stephan chassagnoux of norwalk, ct lisa kasiewicz of trumbull, ct daniel samost from walpole, ma and mary kathryn snyder of pensacola, fl. wine sequoia grove winery debuts new packaging sequoia grove has introduced a new package design with the release of the 2007 napa valley cabernet sauvignon, which contains estate fruit in the blend for the frst time since the early 1990s. the new look is clean and simple, call-ing attention to the winery’s ruther-ford roots and president and director of winemaking michael trujillo’s com-mitment to continually enhancing the quality of the wines. luce releases 2007 vintage the new vintage of luce, the fagship wine of the luce della vite estate in montalcino, is now available. luce 2007 is a blend of 45% merlot and 55% sangiovese grapes from an ideal grow-ing season that created a wine with structure and elegance. the mouth-feel of this deep, ruby red wine is velvety and the wine carries notes of spice and dark fruit on the nose. robert mondavi winery supports wolfsonian-fiu dinner during art basel during this year’s art basel event, the wolfsonian-fiu will host an exclusive dinner featuring the cuisine of chef jean-georges vongerichten and rare wines from robert mondavi winery. the event will bring the world-renowned chef together with longtime supporter margrit mondavi in celebration of the work of isabella rossellini who is craft-ing a site-specifc work, seduce me. an auction will follow dinner featuring large format bottles from robert mon-davi winery, a men’s bulgari watch and a bulgari bag designed by rossellini. maverick wine group introduces truffle merlot maverick wine group has announced the national release of its international award-winning wine, truffe merlot. truffe is a proprietary blend of 99% monterey merlot and 1% dark chocolate, produced exclusively by maverick wine group of santa maria, ca. truffe mer-lot appeals to two leading trends: female branded buyers and the insatiable appe-tite for chocolate. for more information, visit in memoriam a tribute to harry wiles harry wiles, executive director of american beverage licensees, passed away unexpectedly on august 18 th . born in colorado and raised in western kansas, he attended the university of kansas for his bachelor’s of business administration and his law degree before practicing in the state and becoming assistant attor-ney general. he moved to washington d.c. in 1976 to work for congress. wiles held positions as svp of federal government relations and senior counsel for wswa before becoming ex-ecutive director of abl in 2002, after the merger of national beverage retailers association and the national licensed beverage association. for his contribu-tions to the beverage alcohol industry, he was inducted into the sky ranch hall of fame this year, where he had served on the executive committee. wiles, a dear friend to many, and a fxture in the industry, will be dearly missed.

old new england old new england egg nog and old new england chocolate egg nog are the only egg nogs made with the finest natural dairy base, bourbon-based blended whisky, imported french brandy and imported rum. old new england old new england old new england old new england old new england egg nog! egg nog! egg nog! egg nog! egg nog! egg nog! egg nog! exclusively distributed by: lieber bros., inc 65 commercial avenue garden city, ny 11530 t: (516) 747-7989 f: (516) 747-7990 please contact your lieber sales representative to place an order.

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