2 INDUSTRY INSIGHTBy Alan Forester, CPA, Attorney

4 INDUSTRY NEWSA HERO’S WELCOMEBIN Magazine Joins forceswith Jim Beam and Californiaretailers to pay tribute toTerry Farrell, a true American hero.

6 INDUSTRY EVENTKAI VODKA

8 INDUSTRY EVENTFOOD &WINECLASSIC IN ASPEN

10 COMPANY PROFILEBANBURY CROSSCREATIVE SERVICES

12 NEW PRODUCTS

14 NEW PRODUCTS & PROMOTIONS

16 WHAT’S BREWING

18 COVER FEATUREA CUT ABOVE THE RESTThrough painstaking craftsmanshipand highly targeted marketing,Diamond Beverages is insuring theirultra-premium vodka will be“forever” in the hearts and minds ofthe choosiest beverage accountsand consumers.

28 TASTING CORNERWINES FROM CHILE

34 CORPORATE PROFILEBEAMGLOBAL SPIRITS &WINE, INC.

40 CATEGORY FOCUSBROWN IS THE NEW GOLDBourbon & American Brown Spiritsare gaining a new patina of statusand respect, even under challengingeconomic and production conditions.

50 BRAND PROFILESOUTHERN COMFORTRTD COCKTAILS

52 BRAND PROFILEJOHNNYWALKER

54 POUR OF THE MONTHFINEST CALL MIXERS

56 INDUSTRY NEWS

58 INDUSTRY NEWS

60 INDUSTRY NEWS

62 INDUSTRY INSIGHTBy Lauren C. Tyson,Liquor Liability Consultant

InsideInside

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BINBIN

2 B I N 2 0 0 9 • I S S U E 7

POSTMASTER:SEND ADDRESS CHANGES TO:

BIN Beverage Industry News171 Mayhew, Suite 202Pleasant Hill, CA 94523

Southern CaliforniaBusiness, Production and Editorial Office

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PRESIDENTMichael Chu

E-Mail: beverageindustrynews@gmail.com

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626 377-2510E-Mail: beverageindustrynews@mac.com

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Jeffery LindenmuthEd McCarthyGregg GlaserWilfred Wong

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BIN Beverage Industry News USPS 053-880,ISSN 1054-0423. Is published monthly by Industry Publications,Inc., except combined in May/June and November/December.

171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.

Subscriptions are $48 per year (tax included),single copies are $12.00 each. Periodicals postage paid atPleasant Hill, California, and additional mailing offices.

BINBeverage Industry NewsVOLUME 101, ISSUE NUMBER 36

FOUNDED IN 1934www.binonline.net

DUI LAW IN CALIFORNIA PART IIIOne of the most severe ways in which courts can impose DUI penalties is through the impo-sition of a felony offense. Typically, a felony DUI offense involves someone other than thedriver being injured or killed as a result of the offense. Aside from court imposed penalties,a felony offense will often result in a civil action being brought by the injured party. In someinstances if a civil action is filed the driver will not be protected by the benefit of an insur-ance policy. Often, insurance companies include a policy that says if you drink and cause anaccident they will not pay.

A felony offense counts as a strike against the driver and if convicted of a felony DUIthe driver may be sentenced to prison and fined more than $1,000. As with misdemeanoroffenses, subsequent offenses are punished more severely than previous offenses. A subse-quent offense is one that occurs within ten years of a prior felony DUI offense. Additionally,a prior alcohol involved reckless driving guilty plea is counted as a prior DUI convictionwhen the court determines punishments.

When a driver is convicted of a felony DUI offense the state law mandates that the courtimpose most minimum DUI offender sanctions. The judge then has the discretion to applyadditional sanctions or to increase the sanctions to the maximum level allowed by law.Drivers convicted of a felony DUI will likely receive time in state prison; a fine, penaltyassessment or restitution; drinking and driving treatment; vehicle impoundment or forfei-ture; license restriction, suspension or revocation; an ignition interlock device requirement;or probation.

Typically, a DUI felony conviction results in a mandatory sentence ranging from 48hours in jail to four years in prison. A prison sentence may be extended past four years ifextenuating circumstances are involved. In the case of a felony DUI offense involving mul-tiple victims sentences are generally enhanced by one year for each victim, up to three vic-tims. Prison time may also be extended when the felony DUI involves a hit and run.

Offenders are typically ordered to pay three types of fines: an offense fine, a penaltyassessment and restitution. Felony offense fines range from $390 to $5000 and penaltyassessments total 170% of the offense fine. Restitution fines are those that compensate theinjuries and losses of victims and range from $100 to $10,000.

As with misdemeanor offenses, the driver must complete a drinking and driving treat-ment program prior to license reinstatement. Although a judge may also order that the dri-ver’s car be impounded or declared a nuisance and sold at a forfeiture sale this is not typical.However, if the vehicle owner is under 21, even if they are not in the vehicle, and a driveror passenger in the vehicle is under 21 and illegally possesses alcohol the car is more likelyto be impounded. Becoming more common is the use of an ignition interlock device whichprevents a vehicle from being started if the driver has alcohol in his or her system. Thisdevice is discretionary for first time offenders but is mandatory for repeat offenders. Last, acourt may order that a driver is put on probation for a period that may last from three to fiveyears. During this probation period a driver must ensure that they do not commit any crim-inal offense; drive with any measurable amount of alcohol in their body; fail to pay a fine,assessment or restitution and may not refuse to submit to a chemical test upon request.

Felony DUI offenses are more severe than misdemeanor DUI offenses in a variety of ways.Aside from the increase in fines and prison time a driver may face a felony offense may alsosubject anyone who has a professional license to sanctions by the specific regulatory agency.Additionally, an individual holding a green card may be deported if convicted of a felony DUIoffense. Thirdly, as stated above, many insurance companies do not offer policies that pro-tect drivers who have caused an accident because of the involvement of alcohol.

Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage ControlLaw. For more information, please visit www.ABClawyer.com or call 800-464-1040. �Disclaimer: This article is not to be construed as legal advice. Please check with an attorney before taking action.

INDUSTRY INSIGHTBY ALAN FORESTER, CPA, ATTORNEYWWW.ABCLAWYER.COM 800-464-1040

WE MAKE OUR BOURBON CAREFULLY. PLEASE ENJOY IT THAT WAY.Maker’s Mark® Bourbon Whisky, 45% Alc./Vol. ©2009 Maker’s Mark Distillery, Inc. Loretto, KY

4 B I N 2 0 0 9 • I S S U E 7

The charity raises money to assist fire-fighters and their families with educational,medical and equipment needs. The charitywas founded in honor of Terry Farrell, a dec-orated member of the Rescue 4/FDNYsquad, who perished on September 11, 2001in theWorld Trade Center attack. The 2009California campaign designed to carry on hislegacy includes the publishing and retail saleof 8,000 copies of The California FirehouseComfort Foods Cookbook (retail $9.99) andspecially labeled commemorative bottle ofJim Beam emblazoned with the Terry FarrellFirefighter’s Fund logo. The campaign willrun from September through December, and100% of proceeds from the retail sales willbenefit the charity.

“The Terry Farrell Firefighter’s Fund stepsin when government agencies, insurancecompanies and other entities cannot com-pletely cover an emergency expense,”explains Paige Guzman of Beam GlobalSpirits & Wine. “While the campaign wasinitially focused in New York, this is the first

year we are introducing the bottle and pro-gram to 25 states including California. In ourstate, we are selling 10,000 cases of the spe-cial edition bottle, and all the money raisedgoes to help California firefighters. We havealso developed the cookbook, going on saleSeptember 1, using recipes contributed byfirefighters and top chefs in California.”

According to Beam’s Mario Brossard, BINand Beam are working closely with OrangeCounty marketing company Visual ImageEvents (VIE) for an ambitious campaign to getword out to firefighters and the communityabout this special promotion. VIE’s models,after receiving training about Jim Beam andthe charity, will be visiting 25 firehousesaround Southern California to encourage fire-fighters and their friends and families to visitinnovative liquor retailer High Times in CostaMesa (the first to participate) or ask their localretailers to make the special edition packageand cookbook available.

“As a group, Southern California fire-fighters is not just a brotherhood but also an

extension of everybody’s family,” saysBrossard earnestly. “My house in Sylmaralmost burned, and it was because of localfirefighters that my home was saved. This isa big reason why we want to focus on thislocally. Furthermore, every community has afirehouse, and the firemen and women whowork there also support local businesses andretailers. The best part of what we are doingwith this charity is building awareness oflocal firefighter’s contributions. Anothermain goal is to let consumers and retailersknow this program is out there. It is a collec-tive effort among VIE, BIN and Jim BeamSouthern California to take care of our own.”

Brossard also points out that it is impor-tant to him personally as a Beam representa-tive to convey to firefighters, other con-sumers and retailers that bottles with TerryFarrell packaging are the same price as regu-lar Jim Beam bottles, and that proceeds ben-efit local firefighters who have given them-selves to their communities just as TerryFarrell did on 9/11.

“Since 2005, Jim Beam’s Terry FarrellFirefighter’s Fund has raised over $100,000,”adds BIN president Michael Chu. “However,our goal is now to match the $100,000 dur-ing this year’s campaign. We at BIN areproud to be part of the solution, and do whatwe can to help Jim Beam reach that goal, aswell as guide our base of retailers and distrib-utors to make this happen.” �

A Hero’sWelcomeBIN MAGAZINE JOINS FORCES

WITH JIM BEAM AND CALIFORNIARETAILERS TO PAY TRIBUTE

TO TERRY FARRELL,A TRUE AMERICAN HERO.

INDUSTRY NEWS

Michael Chu, President of Beverage Industry News,and Beam Global Sr. Sales Manager off-premise,Mario Brossard, announced the California unveil-

ing of a tasteful charitable campaign benefiting The TerryFarrell Firefighter’s Fund.

From L-R: Keith Hanson, Hi-Times Wine Cellars,Betty Yenulonis, Visal Image Events,Michael Chu, Beverage Industry News,Mario Brossard, Beam Global

6 B I N 2 0 0 9 • I S S U E 7

KAI Vodka’s V.P. of Sales & Marketing, DanaBlack, along with acclaimed mixologist, NatalieBovis-Nelson, mixed up sensational summer KAIcocktails: Kai Julep, The Sophisti-Kai-ted Ladyand Tropical Tipple, July 14th, at the plush pool-side of the Viceroy Santa Monica. Guests wereinvited to an evening of cocktail creation andenjoyment as they indulged in seasonal KAIVodka cocktails paired alongside refreshing sum-mer bites such as, Ginger and Star Anise PorkBelly with Ginger Slaw. For more information onKAI Vodka, please visit www.kaivodka.com.

1. KAI Lychee Vodka takes center stage at the Viceroy Santa Monica. 2. Dana Black, V.P.

Sales & Marketing, KAI Vodka LLC. 3. Mixologist, author, and editor of The Liquid Muse,

Natalie Bovis-Nelsen mixes up a KAI Julep. 4. Poolside at the Viceroy in Santa Monica dur-

ing the hotel’s Taste of Tuesday outdoor happy hour. For the month of July Kai Vodka was

the sponsored spirit so guests could enjoy Kai cocktails for only $5. 5. Tropical Tipple creat-

ed by Natalie Bovis-Nelsen. 2 ounces Kai vodka, 1 ounce passion syrup, 1 ounce mango juice,

3/4 ounce lemon, Fresh mango slice, sprinkled with cracked black pepper on a cocktail skew-

er (garnish). Shake all liquid ingredients with ice. Strain into a chilled martini glass. Garnish

with fresh mango slice.

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INDUSTRY EVENT

KAI VODKA’SMEDIA EVENT

F ood & Wine hosted its 27th annual Classicin Aspen June 19th - 21st and more than5,000 trade and consumer attendees

were present. Over the course of the weekend,50,000 bottles of wine were poured and count-less culinary superstars were on hand.

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1 (L-R) Francois Thibault, Grey Goose maitre de chai and Dimi Lezinska, Grey Goose

global brand ambassador 2 Chris Haroza, United States sales manager, Terra Andina

3 Mark Vanston, VP sales and marketing, VSP Wine Group / Vino San Pedro, and his

wife, Karen 4 Lyndsey Geigle, Rob and Katie Cooper, St-Germain 5.Anthony Alba,

executive mixologist, Liquidity Global and Gaston Martinez, Milagro brand ambassador

6 Mia Malm, director of public relations, Icon Estates 7 Marcy Whitman, senior VP,

marketing; Michael Wolff, group marketing director; and Bethany Scherline, director of

public relations, Palm Bay International 8 Beth Cotenoff and Chandni Patel, Corner-

stone Communications on behalf of the Rías Baixas Albariño campaign 9 Rémy Chill

debuts in Aspen during the Food & Wine Classic 10 Rémi Brabant of Rémy Cointreau

USA explains the sensation of 00F Cognac, which is generating attention in hotspots

from The Ritz Bar in London to the St. Regis in Aspen

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Liz and Jay Banbury, built graphicdesign and marketing boutiqueagency Banbury Cross with a

mix of striking photography, innovative graphic and web page design, astute product marketing campaigns and attention todetail. Now they are ready to take theirdistinctive and customized approach tofull-service marketing—at some of the mostcompetitive prices on the market—andbring it into the beverage industry.

“Our approach to brand-building is inperfect harmony with the wine and spiritsindustries,” says Jay. “With so many new, innovative products coming out in the liquor market, and so many options in how theycan be promoted, I am con�dentthat what we do is as perfect a �tfor a variety of liquor brands, aswell as retailers and distributioncompanies.”

In the coming months, BanburyCross will be giving Beverage IndustryNews (BIN) magazine a fresh newlook, from its color editorial pages to itspromotional materials. BIN publisherMichael Chu was not only persuadedby their vision of what BIN can be on avisual level, but with their business acumenas well. “After reviewing many creativecompanies, I was really impressed with thequality of their work,” says Chu. “However, they also are bringing us exactly what weneed for the best prices. I recommend anybeverage product with a speci�c creative vision bring it to Banbury Cross, and allowthem to present that vision in its bestpossible light.”

Though many beverage companieshave turned to major public relations�rms and ad agencies in New York, Los Angeles, Chicago and Miami for theirimage-building efforts, the Amarillo-based

Banbury Cross offers both veteran brands and hot new upstarts a viable alternative to the traditional marketing service provider on a variety of levels. “When we build new relationships with clients, establishing trust is just the beginning,” says Liz. “ Beyond the initial call, email or meeting, we’re thinking longterm. We take pride in the fact that we are able to cater to clients in a way bigger companies can’t. When you call us, you are getting us, not an administrative assistant”.

With this economy, companies of

all sizes are more entrepreneurial in theway they approach product development, launches and maintenance. In thisclimate, most people cannot wait aroundfor somebody from a large company to get back to them in a week. We get it, so we get back to our clients immediately to take theproject or idea at hand to the next level.”

Jay Banbury focuses his energies on the trend-setting graphic elements of a product’s campaign, including photography, graphic design and shaping marketing messages in a visual way. Liz, meanwhile, works closely with clients to develop a multi-level strategy that is tailored to both the product and the market it is going to be introduced or re-introduced in. She also examines the results of campaigns and strategic marketing plans from previous �rms retained by the client, to determined what parts of the existing program works and what other aspects

need to be re�ned and adapted to the current marketplace.

“We see our ties to each client as a

full-blown partnership, and actively listen to

their ideas,” concludesLiz. “From there, we

develop a �uid strategy individually tailored to a

new product to help those ideas take �ight, or take a

familiar product needing a boost in a fresh new direction

visually and logistically. We’re not just simply creating ads.

Instead, we intend to go beyond the expectations of even the most

media savvy beverage companies.While we deliver quality work on

a very timely, ef�cient basis, we’re not just cranking out something fast. By putting great quality projects out fast, we’re helping our clients keep the attention of their target consumers.

For more information, visit www.banburydesign.com

By Elyse Glickman

Dynamic duo Liz and Jay Banbury prep themselves — and clients—for beverage industry glory. — and clients—fDynamic duo Liz

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Banbury Cross offers a mix of striking photography, innovative graphic and web page design, astute

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12 B I N 2 0 0 9 • I S S U E 7

La Paz Products INTRODUCES QUICKWAY COCKTAIL MIXESLa Paz Products has steadily risen to become the Latino communities'

favored brand they relate to and may be found at Ralph’s, Food 4 Less andSmart and Final – along with Latino independent chains, such as VallartaSupermarkets and Superior Super Warehouse, Cardenas' Markets and El Super.

As a result of a 41-years commitment to producing quality mixes under twosuccessful brands, La Paz is going back to its roots and introducing theirQuickWay brand to the retail market.

QuickWay Mojito and Pomegranate Energy cocktail mixes are made withthe key energy ingredients found in your favorite energy drinks: B3, B5, B6,B12, Taurine, Ginseng, Guarana and Caffeine. Not designed to be an energydrink, they give just enough kick to your refreshing summer cocktails!

Christine Robinson, National Sales Manager for La Paz Products, Inc.states, “In 1968 La Paz Products introduced a brand of sweet & sour concen-trates specifically designed for the busy bartender. The brand was QuickWayProfessional Bar Mix. A few years later, we directed our attention to the retailmarket and introduced the first margarita mix on the retail shelf, La PazMargarita Mix,”

Go to www.lapazproducts.com for more details or contact Young’s Marketfor the full line of products.

Karlsson’s Gold THE FIRST VODKA WITH TERROIRKarlsson’s Gold, launched in September 2007 in the United States by Spiritsof Gold. Created from the finest grade of virgin new potatoes – grown inSweden’s Cape Bjäre, home of the country’s highest-quality new potatoes –and distilled as carefully as possible, Karlsson’s Gold is the first luxury vodkathat can sincerely boast its own terroir.

Karlsson’s Gold also boasts an impressive pedigree: Master Blender BörjeKarlsson, known as “the Father of Absolut” for his hand in the creation of oneof the world’s most successful vodkas.

The result of Börje Karlsson’s superior skill and masterful vision, Karlsson’sGold is rich in flavor, reflecting the quality of the virgin new potato varieties.Producing a natural taste and balanced flavor, the seven varietals are: Solist,Gammel Svensk Röd, Sankta Thora, Princess, Hamlet, Marine and Celine. Bydistilling singularly and carefully, Karlsson preserves the flavors of these rawmaterials to create a distinctive and complex vodka.

Karlsson’s Gold vodka (750ml/40% ABV) is available for a suggestedretail price of $39.99 at fine restaurants, bars and spirit retailers in New York,Boston, California, New Mexico, Arizona, Georgia, Tennessee, Nevada,Texas, Wyoming and Alberta, Canada, as well as through online merchants.

NEW PRODUCTS & PROMOTIONS

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• Sweet tea sales trends are up! Jeremiah Weed™ Sweet Tea Flavored Vodka is a top-10 new product in IRI after only 12 weeks in market.1

• The vast majority of sweet tea flavored vodkaconsumption is mixed with lemonade.2

• Offer your customers a convenient and deliciousReady-To-Serve Half & HalfReady-To-Serve Half & Half cocktail.

• Available in a 1.75 L convenient PET bottle—perfect for outdoor occasions like picnics and the beach. Also available in a 750 mL glass bottle.

• Sweet tea sales trends are up! Jeremiah Weed™ Sweet TeaFlavored Vodka is a top-10 new product in IRI after only12 weeks in market.1

• The vast majority of sweet tea flavored vodkaconsumption is mixed with lemonade.2

• Offer your customers a convenient and deliciousReady-To-Serve Half & Half cocktail.

• Available in a 1.75 L convenient PET bottle—perfect foroutdoor occasions like picnics and the beach.Also available in a 750 mL glass bottle.

12.7% ABV12.7% ABV12.7% ABVJUST POUR OVER ICE FOR

ONE HELLUVA GOLFER’S TEA.

1 IRI, four weeks ending April 20092 Diageo Trade Audit, 2009

NOW AVAILABLENOW AVAILABLENOW AVAILABLE

1 Corzo Tequila PROVES THAT GOOD THINGS COME IN SMALL PACKAGES

To offer a new affordable luxury, Corzo Tequila has created a 375 ml size bottling for each of its three premium marques: Corzo Silver, Corzo Reposado and Corzo Añejo. The new size will mirror the brand’s distinct bottle design created by renowned designer Fabien Baron. Corzo Silver will retail at a suggested price of $23.99, Corzo Reposado for $26.99 and Corzo Añejo for $28.99. Visit www.corzo.com

2 Powers Gold Label Irish WhiskeyINTRODUCES NEW LOOKPowers Gold Label Irish Whiskey has unveiled new packag-ing for its 750 ml and 1L bottles. The new contemporized look features simplifi ed lettering and eye-catching metallic gold coloring. Powers Gold Label is a blend of pot still and grain whiskey that is triple distilled and aged in bourbon oak casks for four to six years. Visit www.pernodricard.com

3 Friday Monkey LAUNCHES NEW BLEND IN LARGE FORMAT

Friday Monkey Wines introduces its Cabernet/Shiraz blend in a large 1.5L format to select markets. Friday Monkey, the wines for any occasion, are available in Chardonnay, Shiraz, Cabernet/Merlot, Merlot, Cabernet Sauvignon and Rosé in 750 ml and Chardonnay, Shiraz, Merlot, Cabernet Sauvignon and Cabernet Shiraz in 1.5L. Visit www.fridaymonkeywine.com

4 Bronco GOLD MEDALS AT SAN FRANCISCO

INTERNATIONAL WINE COMPETITIONBronco Wine Company scored numerous awards at the 2009 San Francisco International Wine Competition. Among them: Napa Creek 2007 Napa Valley Cabernet Sauvignon (Double Gold/Best of Class), Montpellier 2007 Syrah (Dou-ble Gold), Laurier 2006 Alexander Valley Merlot (Double Gold), Harlow Ridge 2008 Lodi Pinot Noir (Gold Medal). Bronco Wine Company, Ceres, CA 800-692-5780

5 Three Thieves OFFERS GREEN, PORTABLE OPTION FOR SUMMER OUTINGS Three Thieves and Rebel Wine Company have released a

new 500 ml package for their Bandit wines. The new size joins the group’s 1L offerings, all of which come in a light-weight, eco-friendly Tetra Pak package perfect for outdoor adventures or stay-at-home revelry. The new 500 ml Tetra Paks will be available for the group’s Cabernet Sauvignon, Chardonnay, Merlot and Pinot Grigio wines and will retail at a suggested retail price of $4.50 per 500 ml container.

Visit www.threethieves.com

6 Crop Organic Artisanal Vodka SOON TO BE AVAILABLE IN 45 STATES

Crop Organic Artisanal Vodka is a super-premium USDA certi-fied organic vodka distilled and bottled in the United States. Using a distillation process so effi cient that no carbon treatment or charcoal fi ltering is required, Crop has a crisp, clean, pure taste. Soon, look for Crop in 45 states. Visit www.cropvodka.com

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14 B I N 2 0 0 9 • I S S U E 7

Super-premium imported Olifant Vodka voted in 2009 as one of California’s top value brands by BIN Magazine

Crown Imports’ Jim Ryan Named NABI ChairmanJim Ryan has been elected chairman of the board of directors of the National As-sociation of Beverage Importers (NABI),a national alcohol beverage trade associa-tion headquartered in Washington, DC. Founded in 1933, NABI is the old-est trade associationin the U.S. servingthe alcohol beverageindustry. Ryan was previously head of NABI’s executive committee from March 2007 through March 2009. He’s the execu-tive vice president of corporate communica-tions for Chicago-based Crown Imports LLCand has worked in the beer industry since thelate 1970s for Anheuser-Busch, Pabst and G. Heileman.

Michelob Brewing Co. Takes Gold, Silver And Bronze At North American Beer AwardsWith more than 1,200 beers in contention for medals, Michelob Brewing Co. earnedfour medals at the North American BeerAwards in early June. Michelob Original Lager and Michelob Dunkel Weisse took gold and Michelob AmberBock garnereda silver.

Paulaner HP USA — New ImporterPaulaner Brauerei of Munich, Germany, has decided to once again import its own beersin the U.S. and has formed Paulaner HPUSA, based in Colorado, as a wholly ownedsubsidiary. Up until 2003, Paulaner imported its beers before moving the brands to StarBrands Imports, a Heineken USA subsidiary.

Film Institute Casts Stella Artois inSupporting RoleStella Artois, the Belgian beer importedby A-B InBev, is sponsoring the American Film Institute (AFI) Fest on October 30th-November 7th in Los Angeles. The beer wasalso the sponsor of the AFI Life Achieve-ment Award on June 11th.

Craft Beer Distributorof the YearThe National Beer Wholesalers Association (NBWA) and the Brewers Association (BA) are accepting nominations for the Third Annual Craft Beer Distributor of the Year Award, presented annually to a beer distribu-tor who actively markets, sells and promotes craft beer. The award will be presented at the Great American Beer Festival, hosted by BA on September 24th–26th, in Denver, CO.

Amstel’s New WebsiteHeineken USA (HUSA) has redesigned the Amstel website as part of an increased mar-keting campaign for the light Dutch lager. According to HUSA, www.amstellight.com will “whisk you away to Amstel’s Amster-dam–where much like the unconventionaland free-spirited culture of Amsterdam–nothing is what it seems.” The website virtu-ally recreates the streets of Amsterdam–“the art, nightlife, music and magic”–in three sections: Dam Good Bier, Dam Good Times and Dam Good Culture.

Modelo Especial Named“Hot Brand” Award Winner By Impact MagazineModelo Especial was named a 2008 “Hot Brand” award winner by Impact Magazinelast spring based on its impressive sales re-sults. This is the 15th consecutive year thatModelo Especial has received this award, an industry honor that no other beer, wine or spirit has been given. Modelo Es-pecial is the number three imported beerin the U.S. and grew at 10.6% in 2008.It’s grown at a double-digit rate for 17 con-secutive years, more than any other brand inthe industry.

Pilsner Urquell Partners with Chef Michael SymonPilsner Urquell, the lager from the Czech Re-public (imported by MillerCoors), continues its beer and food push in the U.S. This time the brand has hired celebrity chef Michael Symon to showcase the beer. Symon is the

2009 James Beard Foundation Award recipi-ent and can be seen regularly on the Food Network’s “Iron Chef America” program, of which he was a past winner. Working with Pilsner Urquell, Chef Symon has created original recipes that specifically pair with the hoppy, blonde lager.

Great Brewers’ Beer SommelierBeer Sommelier (www.greatbrewers.com/beer-sommelier) is a craft-beer-mapping web site from Great Brewers, a consortium of dis-tributors, in which users can pair a wide va-riety of food with recommended beers. Each beer on the site includes all the stats: flavorcharacteristics, ABV, glassware, etc. There are about 2,100 beers in the database.

Samuel AdamsBeer Lover’s ChoiceThis year’s Samuel Adams Beer Lover’s Choice began on July 6th and will continue through September 30th.The two contenders thisyear are Samuel AdamsPils and Samuel AdamsAle. Promotions acrossthe country are listed atwww.samueladams.com where people can vote for their favorite beer. The winner will be added to the 2010 line-up of Samuel Adams beers. Samuel Adams Pils (5.2%) is similar to a traditional Czech

WHAT’S BREWING

News from Around the World

By Gregg Glaser

Jim Ryan

Chef Michael Symon with MillerCoors brewmaster Manny Manuele

16 B I N 2 0 0 9 • I S S U E 7

A CUT ABOVETHE REST

THROUGH PAINSTAKING CRAFTSMANSHIP AND HIGHLY TARGETED

MARKETING, DIAMOND BEVERAGES IS INSURING THEIR ULTRA-

PREMIUM VODKA WILL BE “FOREVER” IN THE HEARTS AND MINDS

OF THE CHOOSIEST BEVERAGE ACCOUNTS AND CONSUMERS.

Written by Elyse Glickman

Other top-selling, ultra-premium vodkas andspirits have exercised seemingly uncharacteristiccaution, and are playing their hand closer to thevest and the wallet. However, the Chicago area-based company is putting the market’s mostexpensive vodka out there for all to admire andthe most discerning customers to indulge in.Their prime selling point: putting diamond filtra-tion (the most expensive filtration process) intoplay to create what they believe is the finest,most refined vodka on the market and tying ittogether in packaging of a Saverglass™ perfume-grade bottle adorned with Swarovski crystal.

Produced at Poland's 300 year-old PolmosSiedlce Distillery, and made from prizedDankowski Diamond® Rye, this singular vodkais brought to life through an intricate processinvolving four rounds of distillation, four stagesof filtration, and a carefully guarded filtrationprocess requiring thousands of DeBeers® dia-monds. This $79.99 MSRP/750ml wonderwas launched over the summer in Florida,Illinois, Nevada and California, all placeswhere Founder, President and GeneralManager Richard Wallace knows the showalways goes on in the world of luxury goods.He exudes confidence, observing that thepositioning of Diamond Standard Vodka isspecifically designed to distinguish it fromother products in the now-crowded fieldof ultra-premium vodkas, ranging in pricefrom $30 to $40.

Though Diamond Standard Vodka isjust barely a year old, it is the product ofboth Poland’s illustrious history as the old-est vodka-producing country and thecraftsmanship of distiller Tad Dorda ofPolmos Distillery in Siedlce, Poland.Dorda, up until now, was best known inthe industry for putting the ultra-premiumvodka category on the map by developingBelvedere Vodka and Chopin Vodkabrands for Millennium Spirits in the

1990s. And for these reasons, Wallace and histeam knew he was the only distiller up to the jobof creating a vodka inspired by and forged fromactual diamonds.

“After we assessed the early marketingefforts for Diamond Standard Vodka, we wantedto rethink the ‘Fashion you can Drink’ andinstead reshape the lifestyle message that reallyspeaks to what’s inside the bottle: “What dia-monds taste like,” Wallace says. “Our advertis-ing is pointed directly to the fact that the word‘diamond’ is such a great thing to build a brandon because there are so many different ways youcan work with it. Because diamonds are regard-ed for their simplicity, and looking great withpractically anything, we decided to tie it in withmixology and answer the ‘what do diamondstaste like’ question. Each one of our ads uses asingle graphic element. For example, an orangephoto accompanies a recipe for a Diamond

Standard Screwdriver; An olive is used todepict “Standard Martini,” a mint becomes aDiamond Standard Mojito, and so forth.We’re also playing upon the fact that the bestdiamonds, like our vodka, are setting a stan-dard through their perfection.”

“We believe our timing is right,”CEO Louis A. Amoroso adds. “Evenwith economic fluctuations, consumerswant the opportunity to treat them-selves, and we offer an affordable luxurythat can be savored.”

A SOLITAIRE SETTINGTo further drive home the point thatDiamond Standard Vodka now standsalone in a very elegant setting, far ahead ofother vodkas in the ultra premium catego-ry, Wallace explains it is important for on-and off-premise accounts to convince theconsumer that the beautiful package onthe outside clearly speaks to the qualityand purity of what’s inside of it as well as

While some liquor companies pride themselves on

thinking outside the box—or the bottle, for that mat-

ter, Diamond Beverages is thinking outside the con-

straints of the economy to put forth what just may be the ultimate

vodka indulgence.

20 B I N 2 0 0 9 • I S S U E 7

the history behind it.“When we found out that Tad Dorda

was behind all of this incredible work (thatbrought Chopin and Belvedere to life), wewanted to see if he could do the same kindof thing with our Rye vodka concept,” saysWallace, a 35+ year veteran in the import-ed vodka segment, who came out of retire-ment just for this venture and has landmarkcampaigns for Stoli and Finlandia to hiscredit. “We contacted him four years agoand told him about our vision to create thefinest, purest vodka on earth with diamondfiltration. As the category’s first real vision-ary, however, he needed a bit of persuasion.After he agreed to distill and filter the prod-uct the way we wanted it and he tasted theresults, he agreed the concept was solid.Here is a man who produced two of the veryfirst ultra-premium vodkas taking on thechallenge of outdoing himself. Today, he isour greatest global sales person, and we areproud to have him as our distiller partner.”

Even with new ventures being morerisky than ever, Wallace points out that lux-ury vodkas ($40 and up) posted the mostgrowth in the category, a whopping 56.2%in sales and 78.3% in volume. WhenDiamond Standard was launched in Miamiand, later, Las Vegas, Wallace knew the tim-ing was right for the launch because therewas always a small, but strong niche marketeagerly anticipating for the next great luxu-ry product.

“All you have to do is look at the bot-tle, which radiates the message that it is thebest on the market,” Wallace affirms.“When they taste it, they understand theexternal beauty equals what’s inside. Whatit says to our reps and our team at SouthernWine & Spirits in California is that peopleare still drinking and demand the best vod-kas money can buy. They may drink lessproduct, but they are drinking better andsmarter. This plays right into our hands,and when you go to places like South Beachand Las Vegas, and walk into their best barsand restaurants, you would be hard pressedto believe there is actually a recession goingon based on people’s drinking habits, espe-cially as mixology trends have made themreally attuned to the quality of the cocktailsthey are buying.”

A FLAWLESS APPROACH TO TARGETING“In every major market, we are dedicating50% of our marketing budget to placingprint ads in high-end local and regionalconsumer magazines with an emphasis onfashion and luxury lifestyles,” explainsBruce McDonnell, Diamond Beverage’sExecutive Vice President of Marketing,focused on directing the advertising andmarketing campaign for Diamond StandardVodka. During his fifteen-year run in theadult beverage industry, prior to coming toDiamond Beverages, he spearheaded thedevelopment, introduction or rollout ofover 15 new upscale beverage products.

“We’re looking at consumers, youngprofessionals, aged 25 and up with a high

disposable income.” he continues. “Theseare people driven by the good life, who fre-quent the party scene and are willing to payfor the best because they want the best. Wehave observed that despite growth in theultra-premium segment, there is a bit of avoid in the momentum of that growth, andwhat we are seeing is an opportunity for usto take over the top spot for this part of thecategory. A closer look at the segmentreveals that sales of some of the once veryhot ultra-premium vodkas have sloweddown considerably. Even though we areintroducing in the worst recession since thegreat depression, we have a great story totell that we believe people will respond to.Furthermore, we are not looking to sell to

COVER FEATURE continued

Top: Diamond Standard Vodka packaging: Saverglass™ perfume-grade bottle adorned withSwarovski crystal. Below: “What Diamonds Taste Like” lifestyle message targets consumers whoare willing to pay for the best because they want the best.

www.thedalmore.comImported by Shaw-Ross International Importers, Miramar, Florida- www.shaw-ross.com. Drink responsibly.

PERFECTION CAN NOW BE DEFINED.

THE DALMORE.

2009 BEVERAGE TASTING INSTITUTE RATINGS:

THE 40 RATED 98THE 1974 RATED 97KING ALEXANDER III RATED 94GRAN RESERVA RATED 91THE 12 RATED 90

THE 40THE 15

every single consumer. We are looking forthat select few that simply want the bestand who will pay for it.”

According to Chris Alvarez, who is anacting Vice President concentrating on mar-keting Diamond Standard Vodka in theWestern U.S., approaching high-end, trend-setting California consumers requires finesseand care. Rather than force the issue, hebelieves the best way to create an enduringfollowing for the vodka is through subtlety,exclusivity and quality. The tastemakers inCalifornia and Las Vegas want to be the onescredited for making the discovery. Workingin tandem with distributor Southern Wineand Spirits, and through special promotionsat top hotels and resorts, Alvarez says he’sbetting on allowing them to flex their con-sumer muscle.

“We’re not deliberately seeking peopleout, but instead, creating a climate wherepeople will actively seek us out,” Alvarezsays. “As we see it, we’re not just at the topend of vodka brands, but actively setting thestandard beyond a successful mass brandlike Grey Goose. We’ve worked to take itup to the next level for consumers activelylooking to trade up from Grey Goose. Inthis economy, people are looking for greatvalue, but they are also looking to spend onsomething luxurious that won’t break thebank, which you can do with our brand.”

With that in mind, Wallace notes thatthe greatest overall marketing challenge,over the long haul, is to convince this elitegroup of consumers that they are gettingwhat they pay for in the same way jewelryenthusiasts do when they shop DeBeers orTiffany & Co. In other words, assurancethat the incredible beauty and simplicityconsumers and bartenders see outside isabsolutely equal to what they will taste ormix with on the inside.

“The whole project started with a singu-lar goal to produce the finest vodka in theworld regardless of the price,” says Wallace.“When developing this over the course offour years with master distiller Tad Dorda,price was not an object. Now that we’re outthere andmaking our way in themarketplace,we make no excuse for our suggested retailprice because the distiller, under our direc-tion, has created a formula that is uniquelydifferent from any other vodka in the world.”

DIAMOND MINING IN POLANDWhile the artistry of Tad Dorda was in itself

a great impetus to formulate and executeDiamond Standard Vodka in Poland, its his-tory and natural attributes make this coun-try the perfect place to begin prospecting forfuture good fortune. While DeBeers dia-monds were brought in to perfect the distil-lation process and the smoothness of thefinal product, what comes naturally was aperfect place to start in producing some-thing refined and unsurpassed.

“In written history, the word ‘vodka’translates to ‘little water’ in Polish,” notesWallace. “As far back as we’ve been able toresearch, Poland has produced longer andmore than any other country producingvodka. This long-standing success isbecause they simply have the best raw mate-rials anywhere, from the Dankowski rye-thebest on Earth-to aquifer water. Also the factthat this particular distillery is over 300years old, has been operational for thatentire time and has produced some of thebest vodkas in the spirit’s history makes this

22 B I N 2 0 0 9 • I S S U E 7

REAL GEMS:DIAMOND STANDARD’S

SIMPLY PERFECT COCKTAILS

Thanks to the fact that less is more, any-body can be a master mixologist whenthey start off with the very best at their bar.

THE DIAMOND MARTINI1.5 oz Diamond Standard Vodka.75 oz dry vermouth

Shake vodka and vermouth together withseveral ice cubes in a shaker. Strain into acocktail glass, garnish with an olive andserve.

DIAMOND MARY1.5 oz Diamond Standard Vodka3 oz Bloody Mary mix1 celery stalk1 pinch peppers1 pinch salt

Fill Glass with ice. Add Diamond StandardVodka and Bloody Mary mix. Stir well.Garnish with salt, pepper and celery stalk.

DOUBLE DIAMOND4 oz of Diamond Standard Vodka

Pour Diamond Standard Vodka into an old-fashioned glass with two or three cubes of ice.

“The whole project start-ed with a singular goalto produce the finestvodka in the worldregardless of the price,”

– Richard Wallace, Founder,President and General Manager

a natural fit for being the birthplace for thefirst great vodka brand of the 21st Century.When you go to the birthplace of vodka,work with a distiller who has changed thecourse of the category’s history and, togeth-er, pay attention to details that matter, youare bound to wind up with an exceptionalproduct. Couple that with our rare andunusual concept of Diamond Filtrationcombined with the best traditional filtra-tion, what you get is the world’s smoothestvodka. Because of the extra care that goesinto producing our vodka, like mining thefinest diamonds, we make no excuse aboutbeing the most expensive.”

McDonnell adds that all that work andattention results in high-perceived valueamong those consumers specifically on themarket for the best vodka money can buy. Ifyou are going to make claims about a greatPolish vodka, however, planning needs tobe done to ensure every aspect of the prod-uct will live up to expectation.

“Because the product literally was fiveyears in the making, we must deliver,” saysMcDonnell. “All of the time we took wastime needed to refine the entire formula andproduct, every element inside and out of thebottle to get it where we wanted. Packagingwas extremely complicated, as we wantedthat Swarovski crystal right in the middle ofthe bottle, and it is not easy to adhere crys-tal to glass. Our out-of-the-box success is dueto the planning, trial and error before wewere ensured we could put it out into thebigger market place at this point in time.With so much work, we have chosen to goright to the consumer and stand on the factthat we have an unbelievably high perceivedvalue and will stand behind the product andthe price, without the need for celebrityendorsement or other forms of hypeemployed by other ultra-premium brands.”

As it takes a highly experienced andskilled team to get the product out ofPoland and U.S. warehouses and into thehands of consumers, Wallace is also eager topoint out that every employee of DiamondBeverages has had many years of experiencein the beverage industry, especially relatedto fine imported vodka. Chris Alvarez, whois getting the product in the hands of influ-ential clients and consumers in the West, isno exception. His work in Las Vegas in par-ticular, gives him an edge as he boasts anintimate knowledge of VIP-caliber vodkadrinkers who drive the market for vodkaand other luxury products.

THE GOLDEN STATE’S MANY FACETSAlvarez maintains that what makes theWest, and California cities in particular, anexceptional proving ground is that peoplelike to test every new thing that comes onthe market. He notes from experience thatniche spirits brands with high expectationsgo into their marketing efforts with short-term goals. However, he believes that tak-ing the opposite course of action withDiamond Standard Vodka will empower itto endure in the long-term.

“What makes us different is that oursales and marketing goals are long-term,”says Alvarez. “Instead of the shotgunapproach so many new brands take, we aremoving methodically, on a three-year planand focusing specifically on the higher-endclientele. They are a group that does notlike to be rushed, and has an instinct for

“We have observed thatdespite growth in theultra-premium segment,there is a bit of a voidin the momentum of thatgrowth, and what weare seeing is an oppor-tunity for us to take overthe top spot for this partof the category.”

– Bruce McDonnellExecutive VP of Marketing

24 B I N 2 0 0 9 • I S S U E 7

DIAMOND MOJITO2 oz Diamond Standard Vodka3 fresh mint sprigs, 2 tbsp sugar, 3 tbspfresh lime juice, Soda water

Muddle the mint, sugar and lime juice in acollins glass. Fill it with ice, add DiamondStandard Vodka and top it with soda.Shake or mix the drink. Garnish it with alime wedge.

DIAMOND DRIVER2 oz Diamond Standard Vodka5 oz orange juice

Put 3 ice cubes into a highball glass. Pourin Diamond Standard Vodka.Fill balance of glass with orange juice, stir,and serve.

DIAMOND WITH A TWIST2 oz of Diamond Standard Vodka3 cubes of ice

Pour Diamond Standard Vodka into an old-fashioned glass with three cubes of ice.Garnish with the twist of a lemon peel.

DIAMOND ON THE ROCKS2 oz of Diamond Standard Vodka3 cubes of ice

Pour Diamond Standard Vodka into an old-fashioned glass with 3 cubes of ice.

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what is the best on the market regardless ofhype. They want to know exactly whatthey’re drinking and are assertive aboutknowing what they like. In response, whatwe’ve done is collaborated with strategicpartners like the Ritz-Carlton, FourSeasons, Fairmount San Francisco andMichael Mina’s restaurants to go after thehighest end of consumers, who will in turndrive business, through word-of-mouth toother affluent customers.”

Though there are some marketing plansin the works for California that could not bediscussed at press time, Alvarez confirmsthey are sticking with the “What diamond’staste like” message and presenting peoplewith the opportunity to experience theDouble Diamond Martini and immediatelyunderstand what they are paying for. This isfurther implemented with a cocktail menuthat places emphasis on the figurative and

literal meanings of a “diamond” standard,where the vodka is as important as the freshingredients that figure into the mixers.

“We really want to deliver a productwhose value has it all, superior flavor, style,substance and simplicity,“ concludesAlvarez, who is also planning an unprece-dented campaign for Las Vegas’ Excess,ranked the hottest nightclub in America.The plan, like the vodka, is simple, elegantand exclusive—making Diamond StandardVodka the only vodka VIP guests will expe-rience on their visit.

DIAMONDS ARE ALSO ABARTENDER’S BEST FRIENDWallace points out that because a high per-centage of vodka purchased is consumedmixed, and usually works with anything onemixes into it, the only place a bartender (orsomebody entertaining at home) shouldstart at is with the best vodka available.

“It is nearly impossible to make a mis-take when you’re starting with a vodka thatis of the highest quality,” he insists. This iswhy our recipes that are a tied in with the‘What diamonds taste like’ message are sim-ple. A central idea of this campaign is two-fold, as bartending has evolved into a fineart. Whether you are a professional or host-ing a party, you do not need to be an aston-ishingly acrobatic mixologist in order to puttogether a perfect cocktail. Likewise, youdon’t have to be a hardcore foodie to enjoythe incredible smoothness when you drinkthe cocktail. You are assured of the verybest results.”

Wallace acknowledges that the mixolo-gy movement has given way to a very largeflavored vodka market in the U.S. However,he notes that the core business of every topbrand is still the clear or neutral vodka prod-uct, and flavors are more or less an add-on.

“If a distiller does a good job with natu-ral flavors and can appeal to the consumerin taste and perceived value, it will sell,” Hesays. “Brand managers and owners acrossthe board, however, will agree that plainvodka is their top seller. That said, flavorsdo bring in audiences, and our brand will beno exception.”

Though Wallace was not at liberty todiscuss the potential flavors at this time, hementions top brass at Diamond Beveragesare currently going through a process ofselecting what will become the flavoredvodka extensions with the requirement thatthese line extensions will be as smooth andas refined as they original vodka. MasterDistiller Dorda has even flown in fromPoland to be an active part of the selectionprocess. Even with one eye on the immedi-ate future, however, Wallace says perma-nence is the ultimate goal.

“We have been in business for a year,and it has been quite a journey,” assessesWallace. “It has been a lot of fun selling thisproduct to distributors, who are effectivelythe gatekeepers to business. The same istrue for the challenge of getting the con-sumer pull-through needed to make this asuccess in the long run. That said we thinkthe end game, tied up in the taste and word-of-mouth, will prove its worth. Our appealis not even to every vodka drinker, or evenevery ultra-premium vodka drinker. It isonly for the most discerning customers will-ing to pay for the best.”

DIAMOND MININGFor those looking for a gem of a careeropportunity, Diamond Standard Vodkaproudly announces there are job openingsfor qualified candidates. To view the posi-tions and their responsibilities, visitwww.wineandspiritsjobs.com.

26 B I N 2 0 0 9 • I S S U E 7

“Even with economicfluctuations, consumerswant the opportunity totreat themselves, andwe offer an affordableluxury that can besavored.”

– Louis A. AmorosoCEO

Polmos Siedlce Distillery

I f you play a game of wine-word association with “Chile,” in all likelihood you’re going to hear the return retort, “value” with “bar-gains” coming a close second. And why not?

Compared to acreage prices in such lust-worthy, well-known Cab producing areas as Bordeaux and Napa, Chile is a bargain, and its prices have long reflected this agricultural real estate fact. That’s why, with its perfectly dry, sunny, ocean-influenced (and let’s not forget phylloxera-free) climate, it has attracted investors from France and California, with names like Rothschild and Mondavi laying claim to exemplary vineyard land at a fraction of the cost. “Chile has so many things going for it,” says Ed Barden, director of the Banfi South American Portfolio. “It is such a diverse geographic country, the climate is in its favor and the fact that it has these pro-tective boun aries that have kept out a lot of vineyard pests.” True enough—Chile is much more than just the southern hemisphere’s version of Filene’s to the Big Boys’ Barney’s. It is the source of some out-and-out stunning vitis vinifera these days, with new investment, establishment of coastal and hillside vineyards, modern winemaking techniques and state-of-the-art equipment making for some exciting sippers taking their place at the global table.

It’s Getting ChileWines from this sliver of a South American country continue to climb in

popularity as an incredible source of value—and quality

By Amy Zavatto

TASTING CORNER

More and more vineyards are looking to the chilly hillsides for planting, like these, in the shadow of the snow-capped Andes

Morning fog makes way for sunny days inthe cool Casablanca foothills

Producers like Montes have looked west in the vine-dense Colchagua Valley toward the slopes in the western section of Marchigue for its cooler, marine-influenced climate

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“Chile on the whole over-delivers in quality,” says Mark Vanston, VP of sales and marketing for Viña San Pedro. “For example, Casa Lapostolle Clos Apalta wasthe number-one rated wine in Wine Spec-tator (for the 2008 Top 100), and you can find it on the marketplace for around $70,unlike a $400 Château Margaux, which isnot affordable. But a $70, 96-point wine?That’s affordable.” Walk into any wine shop, however, and you’re even more likely to find a veritable smorgasbord ofexceptional options for $25 and far under. “The $20 bottles taste like $50 bottles, andthe $12 bottles like $25 bottles in compari-son to other wines,” says Vanston. Appar-ently, he’s not the only one who’s noticed. Of the 70% exported, U.S. wine lists andshop shelves have long been one of Chile’s most enthusiastic markets. With 7,758,200 750 ml bottle cases shipped to the U.S.last year, we are second only to the UK in consumption of the Pacific-influencedcountry’s grapes. But while in the past in-expensive jug wines made from Pais (oneof the first grapes planted in Chile duringthe 16th century by Spanish conquistado-res) were the bulk focus of many wineries,

the last 20 years haveseen marked change inChile’s focus—and, ul-timately, how seriously it considers itself as amaker of quality wine.While Pais plantingshave been on the de-cline, Cabernet Sau-vignon, Merlot, PinotNoir, and, most ag-gressively, Carmenère (which until the 1990shad often been incorrectly labeled as Mer-lot) and Cabernet Franc, have exploded, and their ultimate balance, varietal expres-sion and overall quality improved by leapsand bounds.

Change on the RangeIn addition to investing millions in state-of-the-art-facilities, like Montes’ $6.5 mil-lion baby in the Colchagua Valley, Chil-ean wineries have undergone re-plantings, the switch to French oak barrels for aging, significant development in organic and sustainable farming and terroir-huntingefforts to seek out potential spots for newvineyards. Made up of the Cabernet-heavyMaipo, Rapel, Curico and Maule valleys,the Central Valley is not only the site of Chile’s fi rst vines, but also where the brunt of export-worthy wines have beencultivated. New research and exploration,however, have led to some interesting dis-coveries further afield in terms of flourish-ing alternative varietals and new territories upon which to grow them. Spots like theChoapa, Limarí (where Concha y Toro has made exciting progress with Syrah,Chardonnay and Sauvignon Blanc in their5-year-old Mycas del Limarí vineyard) and

“Chile on the wholeover-delivers in quality.” -Mark Vanston,

VP sales and marketing,Viña San Pedro

PEST OF LUCK

Montes’ Colchagua Valley state-of-the-art winery produces

over 400,00 gallons of wine annually, and also embraces the

Asian philosophy of Feng Shui

Vineyard workers take in baskets of hand-harvested grapes in the Luis Felipe Edwards Vineyards of Colchagua

Phylloxera’s mysterious absence

in Chile is thought to be the luck

of geography. Its long, slender

green-bean shape runs the length, and

then some, of neighboring Argentina

with the Andes acting as a natural bor-

der to the east, and the Pacific Ocean

making a watery truncation to the west.

That, coupled with the country’s dry

acreage and natural irrigation from

the snowy melt of the mountains, has

made for not only a phylloxera-free

environment, but one that may well

have given the country a solid founda-

tion in winemaking. Prosperity in the

19th century led many a Chilean land

owner to express their good fortune

by modeling wineries around Santiago

after the great chateaux of Bordeaux,

importing their varietals to make the

experience that much more authentic.

Meanwhile, as European vines were

ravaged by phylloxera’s devastating

wallop, French winemakers who found

themselves jobless looked to South

America for employment where the

thriving, pest-free vineyards of Chile

beckoned and they could re-plant their

collective expertise in classic vineyard

management and winemaking.

TASTING CORNER

Elqui north of Santiago; San Antonioand Casablanca west of Santiago; and Bío Bío and Malleco to the south are showing great promise with red varietals like Carmenère, Syrah, and even PinotNoir, and Sauvignon Blanc, Riesling and Gewürztraminer among the whites. “I can’t seem to stop talking about Chile lately. I hadn’t been in about fi ve or sixyears, but have visited a couple of times in the last six months,” says Sandy Block, MW and VP of beverage forLegal Sea Foods. “I wasn’t aware of how much development there had been in the hillsides, and in the cooler climate and coastal areas north and south of Santiago.”

In the same way that Argentina made a name with its Malbec, Carme-nère in particular seems to be coming into its own in Chile. Complaints in the past of under-ripeness have given way to vineyard-management adjust-ments that make this once-minor Bor-deaux blending varietal a contender in its own right. “It needs a very, very long growing season,” explains Block, “so in areas where they are now ableto ripen the grape into May, sometimes late May, it has made the Carmenère much better.” Retailer Ryan Sciarra, a partner in the popular Kansas City wineshop, CellarRat, agrees. “[Viña] Errazur-iz does a single-vineyard Carmenère and it’s absolutely delicious. Until recently, the reds we were getting were so under-

ripe—they were green and stemmy and I couldn’t get past it. Now, I’m fi nding that in the past year or so I’ve tastedmore wines from Chile that I’ve fallen in love with. It’s really exciting to see it happen—we’ve expanded our Chilesection to the point where it’s doubled in the past six to eigh months.”

If you’re a silver-lining kind of per-son, you might say the economic down-turn has created a consumer Renais-sance of sorts for this ever-improving region, giving oenophiles the opportu-nity to taste, discover and ultimatelysave. “Value is one of the main reasons I started to look at Chile again. I’d always been impressed by the purity of the fruit, but they were a little bit harder to mar-ket five years ago,” says Block. “They dorepresent value, which is defi nitely in tune with what our customers are look-ing for now. You just get more bang from your buck with Chile than you wouldfrom pretty much anywhere else.”

2008 MAYCAS DEL LIMARÍ RESERVA ESPECIAL SAUVIGNON BLANC, LIMARÍ VALLEY, ($20):Thecooling ocean influence typical to theLimarí Valley shows in this crisp, bone-dry Sauvignon Blanc. The herby, lemon-verbe-na nose has delicate floral undertones, but

it bursts onto the palate with a rush ofgrapefruit, salty, prominent minerality and mouth-watering acidity that begsfor a plate of oysters.

www.maycasdellimari.com

2007 MONTES ALPHA CARMENÈRE, COLCHAGUA VALLEY, ($24): The hueof this inky, alluring Carmenère belies its full nose of black plums and cinnamon. With a year in French oak, easy tannins give gentlebut prominent structure to the plush fruit-and-clove mouthfeel and pleasant, smoky finish.www.monteswines.com

2007 VIÑA SAN PEDRO CASTILLO DE MOLINA PINOT NOIR, CASABLANCA VALLEY,($12): Cool, moist foggy mornings give way to dry, sunny days that are the lynch pin to the CasablancaValley’s great potential for Pinot. Viña San Pedro’s version not only offers value, but beautiful vari-etal clarity with aromas of cherries, mushrooms, a hint of smoke and crisp, palate-tickling tartness. www.sanpedro.cl

2006 CONCHA Y TORO DON MELCHOR CABERNET SAUVIGNON, PUENTO ALTO, CHILE, ($80): Sweetwith aromas of violets and black fruit and anherby-minty edge of eucalyptus, structuredtannins act as the palate’s perfect serving dish for this Cab’s juicy blackberries and black plums and heady hints of cinnamonaround the edges. www.conchaytoro.com

2007 ERRAZURIZ SINGLE VINEYARD CARMENÈRE, DON MAXIMINO ESTATE, ($25): If there was ever proof that Carmenèrecan and should stand on its own, this stunning,single-vineyard example from Errazuriz is it, with

layers of personality that will only continue toimprove over the next 5 to 10 years. The noseis all juicy plums, blackberry and baking spice,with an interesting minty edge. On the palatethe initial slow, sultry rush of fruit is tweaked by black tea, a mild salty quality and lovelybalancing acidity. www.errazuriz.com

All prices are suggested retail.

BINBEVERAGE INDUSTRY NEWS

chilean wine selectionsBINONLINE.NET

The United States issecond only to

the United Kingdom in consumption

of exported Chilean wine.

Vines thrive in the warm, hilly Colchagua Valley

it bursts onto the palate with a rush of grapefruit, salty, prominent minerality and mouth-watering acidity that begs for a plate of oysters.

www.maycasdellimari.com

CARMENÈRE, ($25):can and should stand on its own, this stunning, single-vineyard example from Errazuriz is it, with

version not only offers value, but beautiful vari-etal clarity with aromas of cherries, mushrooms,

Sauvignon Blanc. The herby, lemon-verbe-

32 B I N 2 0 0 9 • I S S U E 7

Mist. Make Life More Flavorful.TM

Imported and Bottled by Brown-Forman Beverages, Canadian Whisky, A Blend, 40% Alc. by Volume, Louisville, KY ©2009

For great recipes visit:

Enjoy Life. Drink Mist Responsibly.

Less coin.More medal.

2009 Double Gold MedalSan Francisco World Spirits Competition

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CORPORATE PROFILE

With a new organizational structure, and a host of new products in the marketplace, a re-energized Beam Global makes its presence felt.

By Kristen Wolfe Bieler

“Innovation is a key driver in our business,” says Rachel Roberts, director of new ventures & innovation. “Even in this economic environment, consumers still have very identifiable needs—they still want exciting products that make them feel good about themselves. We want to be at the fore-front of the next wave of trends, so we are making an even greater investment in innovation.”

Interestingly, this isn’t a new strategy for the company. “The lifeblood of our company has al-ways been new products,” says Tim Condron, group VP national accounts/sales strategy. “It is at the heart of what we do as the great American Spirits

There are few companies as busy as Beam Global. While others in the spirits industry are reining in new product development, Beam is doing

the exact opposite, hiring new talent and unveiling a number of exciting new products.It is a progressive approach that is working forone of the leading American spirits companies.

34 B I N 2 0 0 9 • I S S U E 7

company.” Beam has a long history as trend-setter, with the creation of the plastic “traveler category,” and also with DeKuyper, when its fl a-vors changed the way people consumed cordials.Peachtree™, introduced in the 1980s, led to the Fuzzy Navel cocktail, while Sour Apple wasresponsible for the ubiquitous Appletini in themid-90s. “When you do innovation right, thetrade gets energized because they have some-thing exciting and different to talk about withtheir customers,” says Condron.

And their customers agree: “Beam Globalhas a true understanding of how to build brandsas well as the importance of predicting newtrends,” says Cindy Busi, director of beverage,Hard Rock Cafe. “They continue to drive in-novation and find new ways to get their brandsinto consumer hands.”

New Flavors from

DeKuyper Burst Bar ShotsBeam saw the trend towards ready-to-drink cocktails coming down the pike before many oth-ers. One of their solutions—DeKuyper Burst Bar Shots—answered the consumer call in a hassle-free, timely, well-priced way, hitting the market in August 2008. In the wakeof that success, DeKuyper has released three more flavors: Lemon Drop,Alabama Slammer and Sex on the Beach. “These are major shots that consumers love, andit takes away the complication of having multiple ingredients to create them,” Roberts explains. “It provides people withan economic way to enjoy their favorite cocktails.” They might seem more suited for off-premise, but many bars are now serving them: “Some on-premise accounts don’t have the high volume or capacity to make a number of diverse shots, so we tested these specifi cally against a fresh-made bar shot, and these outperform them,” says Roberts.

Sauza margaritas go inside-the-Box What do you get when you combine the world’s most ordered cocktail with the number two premium tequila in the world and put it in an innovative, super-convenient package? The answer is Sauza’s new Margarita-in-a-Box, and it is such a good idea, it’s amazing that no one thought of it before.

“Home entertaining is increasing right now, but consumers are still very nervous about making cocktails because they are not experienced and they fear they will getthe proportions wrong,” says Roberts. “Margarita-in-a-Box meets two needs: It deliversa great-tasting product that is hassle-free and on tap whenever you need it.”

Made with lime juice, Sauza Blanco Tequila, triple sec and Margarita mix, Margarita-in-a-Box hit the market in May in a 1.75L box size—the equivalent of 15 drinks—for the suggested retail price of $17.99, and consumers have quickly embraced the new format for picnics, BBQs and home entertaining. “We’ve found that consumers love that it has no excessive packaging, it’s portable and fi ts right in the refrigerator,” Roberts adds.

“We want to be at the forefront of the nextwave of trends, so weare making an evengreater investment ininnovation.”

— Rachel Roberts,director, new ventures & innovation

36 B I N 2 0 0 9 • I S S U E 7

EXPECT

Also try Sauza Gold

Step into the refreshing and appetizing world of Sauza® Gold and Blanco – a world where the Blue

Agave is adored and nurtured. We gently extract the fl avorful juices from the agave, and then

double distill them for that smooth flavor and ultimate fresh experience you expect from Sauza

Gold and Blanco. Whether it’s shots or cocktails, Sauza has your customers covered. Step into the

unexpected, step into the world of Sauza Gold and Blanco, where you can always Expect Fresh.

MADE WITH GENTLY EXTRACTED BLUE AGAVE FOR FRESHNESS.

DRINK RESPONSIBLY.Sauza® Tequila, 40% alc./vol. ©2009 Tequila Import Company, Deerfi eld, IL.

Bourbon and Black Cherry:—Marriage Made in Heaven

Beam’s Answer to

the Ultra-Premium

Rye Craze: (rII-)1Bucking the trend of some other spirit categories, American whiskey is booming right now. Condron chalks this up to the fact that “it is America’s spirit—it is true, honest and made by Americans. Consumers are gravitating to that right now.” The category segment creating perhaps the most excitement right now is rye, and last October, Beam released their ultra-premium offering—(r )1 (pronounced “rye one”). While true to its tradi-tional whiskey heritage, (r )1 is also cutting-edge and contem-porary, designed to appeal to taste makers and top bartenders.

“We wanted to give the consumer something really unique here, so we gambled a little bit with the non-traditional package,” says Condron. “It has been incredibly well-received in the mar-ketplace.” The 92-proof spirit sells for a suggested retail of $49.99 and offers a spicier taste profi le, which Condron believes makes for a better Sidecar and Manhattan.

Roberts is adamant that Beam isn’t prioritizing innovation for its own sake—each line extension and new product is fi rmly rooted in re-search, and aimed to answer a very specifi c consumer need. With a com-bination of focus groups, demograph-ic studies and market analysis, Beam’s research team is able to pinpoint voids in the marketplace where there are opportunities. For example, the recently released Sauza Margarita-in-a-Box (see sidebar) was born out of feedback the company was receiving from primarily female consumers who wanted to drink cocktails at home, but lacked the confi dence or know-how to create them on their own. Beam was also ready for the consumer shift towards home entertaining with DeKuyper Burst Bar Shots, a line of popular ready-to-drink bar shots (see sidebar). “They offer a hassle-free, in-expensive way to enjoy bar shots at

home, and our sales show that con-sumers are really looking for options like this right now,” says Condron.

Beam’s signifi cant reorganiza-tion last fall—under the BeAmerica platform—enables them to get these new products to market in a more ef-ficient and effective way. “We restruc-tured because we wanted to be better, smarter and faster at what we do,” says Condron. “Our new organization gives us a key strategic advantage: it allows us to spend more time with our retail partners.”

With a new leadership team in place, a sales force dedicated entirely to the Beam Global brands, and distributor alliances which strengthen the com-pany’s route to market, the BeAmerica structure “enables us to deliver smarter initiatives to our customers and work di-rectly with our sales force, bringing them in as key consultants on the projects we are developing,” Roberts adds.

“When you do innovation right, the trade gets energized because they have something exciting and different to talk about with their customers.” — Tim Condron,

group VP, national accounts/sales strategy

Red Stag, the new black cherry-infused bourbon by Jim Beam, is currently a category of one. Roll-ing out this summer, there is simply nothing else quite like it in the market. “Red Stag is all about celebrating one of the things that we are great at—creating fantastic bourbon,” says Roberts. “This is why we refused to dilute it in any way—it is an 80-proof spirit made with four-year-old Jim Beam Bourbon. As the leading bourbon company, we should be at the forefront of innovation in this category. Besides, black cherry and bourbon were made to go together,” she adds.

Designed to be great tasting on its own, and when mixed with cola—“a combination that is still a huge part of many consumers’ repertoires,”

shares Roberts—Red Stag was created to target American whiskey drinkers. Yet it has simultane-ously pulled in a new group of consumers. “Many consumers who are daunted by the whiskey category find Red Stag approachable. While we haven’t belittled bourbon in any way, Red Stag gives these new consumers the confi dence to experi-ment with bourbon,” adds Roberts. Cindy Busi, director of beverages for the Hard Rock Café chain, has found this to be true in her establishments: “I think this product is extremely unique in that it will open up an entire new category for consumers. In our sampling, the feedback has been outstanding—many people who stated that they were not bourbon fans are now raving about it.”

Now available at wateringholes everywhere.

THEREDSTAG.COMLearn more at

A DIFFERENT

BREEDOF BOURBON.

W e’re living in times where old pre-conceptions surrounding familiarspirits are falling away. This is partic-

ularly true for the Bourbon category. Nottoo long ago, when people thought ofBourbon, what often came to mind wereimages of Southern Gentlemen, plantations,rustic cabins and a men’s only drinkingexperience. If you want to see just howmuch times have changed, however, all youhave to do is check out cocktail menus ofbars throughout California to see just howmuch the paradigm has shifted.

On the production front, as some dis-tillers have folded or have been acquired bylarger firms, many small-batch Bourbonshave become increasingly rare. While thisand economy-driven reduced budgets havetempered the desire of some firms to pro-mote and advertise, this situation presents asilver—or bronze—lining: rare, hard-to-find Bourbons raising the bar of the entirecategory. Enterprising distillers are realizingthat there is now a growing place forBourbon in the connoisseur market.

Furthermore, there is also the trend ofwhat’s old being shining and new again.Mixologists, who have played a role inrethinking Bourbon, are leading peopletowards rediscovering and reinventing thecocktails that made the spirits popular inthe first place.

A SIP IN TIMEIn challenging economic times, fashion andlifestyle trends lean in a nostalgic direction.Given the fact that Bourbon can be present-ed as Americana in a bottle or glass, it is nosurprise that what’s old and familiar hasbecome new again.

Paige Guzman, Whiskey CategoryLeader for Jim Beam’s Bourbon Brands(including Jim Beam, Knob Creek, Red Stagand many of its small batch bourbons), willattest the appeal of her catalogue rests in thefact that people are not only reaching forold favorites, but also finding new ways toenjoy them and introduce them to non-tra-ditional bourbon audiences. While her col-league, Daniel Deephouse, who managesMaker’s Mark for Beam on the West Coast,draws attention to the fact that his brandfrom its inception always sought ways to

BROWNIS THE NEWGOLD

Bourbon & American Brown Spiritsare gaining a new patina of status

and respect, even under challengingeconomic and production conditions.

By Elyse Glickman

Photo courtesy of:Tuthilltown Spirits Farm Distillery – Gardiner, NY

B O U R B O N

Enjoy your bourbon responsibly.Woodford Reserve Distiller’s Select Kentucky Straight Bourbon Whiskey. 45.2% Alc. by Vol., The Woodford Reserve Distillery, Versailles, KY ©2009.

42 B I N 2 0 0 9 • I S S U E 7

bring the past and present together in its appeal.“The first barrels of what we now know to be Maker’s Mark were

distilled in the early 1950s, and the first bottles to be commerciallysold were so in 1958,” says Deephouse. “When he first got into bour-bon-making post Prohibition, Maker’s Mark founder Bill SamuelsSenior burnt the old Family recipe in 1943 that had been used to maketheir whisky since 1783. He did this to symbolize that he wanted tostart from scratch, and to find out what was the best way to make abourbon that would appeal to a wide audience.”

“From a marketing perspective we’re lucky with Woodford Reserve;craftsmanship is inherent to the brand throughout the process,” addsLaura Petry, Brand Manager of Woodford Reserve. “Our NationalLandmark distillery in Versailles, Kentucky is the brand’s showcase, andmaster distiller Chris Morris is the most knowledgeable in the business.So we believe artisanal production is in the brand’s DNA.”

While some bourbons and brown spirits have come down throughAmerican history, A.H. Hirsch Bourbon, in effect, is now history.Henry Preiss, meanwhile, is now focused on keeping its memory andlegacy alive, according to Steven Fox, National Sales Manager atPreiss Imports.

“The original lot of Hirsch is now sold out, except for the bottlesthat are left which we are now offering in commemorative edition giftpackages, retailing for $1,200,” says Fox. “Each bottle comes with ascroll of authenticity and is encased in a mahogany humidor-type boxwith the Hirsch brand etched on the glass window artistically. Thebottle itself is in an artisanal, custom handblown glass bottle finishedwith a hand cast T-cork and a refinished unique parchment style label.The last 1000 bottles that will be labeled as the original under A.H.Hirsch Reserve.”

The original A.H. Hirsch Bourbon Reserve was made by AdolphHirsch back in 1974 at Michter’s Distillery in Schaefferstown,Pennsylvania. This facility was one of the first licensed distillers inAmerica and the place where President George Washington boughthis corn whiskey. In 1860, the distillery was purchased by AbeBomberger, whose family kept the facility operational with rye whiskeyuntil Prohibition.

Michter’s Distillery got a new lease on life in 1950 when newowner Louis Forman discovered its historic records from AbeBomberger’s time of ownership and the methods once used to producewhiskey. He decided to install a pot still, and hired Charles EverettBeam (direct descendant of Jacob Beam) as master distiller to create afine bourbon with no expenses spared. In 1956, Adolf H. Hirsch, a for-mer executive of the Schenley Co., bought some aged stocks of thewhiskey and marketed it under the A.H. Hirsch label, and the classicpot still bourbon was long ago transferred to stainless steel tanks tokeep it from ageing further.

“While Preiss Imports keeps the historic brand alive, this extraor-dinary spirit exists on borrowed time,” continues Fox. “(We) realizedthat the limited amount of bourbon remaining it would inevitably sellout one day, (especially as) bourbon enthusiasts are now very familiarwith the Hirsch label. Years ago, when we applied for the trademarkrights and copyrights, we also trademarked our lot under ‘HirschSelection.’ By doing that, we becoming a merchant bottler—a com-

CATEGORY FOCUS

mon practice among Scottish distillers—meaning that we outsource whiskey from avariety of sources because we are no longerable to get whiskey from the original sourceanymore. We have been sourcing NorthAmerican whiskeys from Canada and theUS, and producing whiskeys of good qualityin keeping with what A.H. Hirsch set out toaccomplish. For example, we have OldIllinois 20, which is still available andretails for $89.99 a bottle, from a historicIllinois distillery.”

SHAKIN’ TO THE OLDIES…ND MIXING TO A NEW BEATThough bourbon and brown spirits are oftenvisualized as something a real man enjoysneat or over ice, with the optional cigar orfireplace, spirits in this category have beenenjoyed in cocktails since their first bot-tling. As mixologists study the teachings ofJerry Thomas, revive old cocktails or lookfor alternative spirits to vodka on which tobuild new cocktails, Bourbon is being seenin a fresh new light.

According to Woodford Reserve’s Petry,mixology and foodie trends have providedbrands across the board an opportunity tointroduce new consumers to the bourbonfranchise. Woodford Reserve’s new follow-ers have discovered it through creativecocktails as well as classics like theManhattan and Old Fashioned.

“In the on-premise we’re focusing onthe bigger trends,” she says. “The bourbonmarket is growing, consumers are seeking

products with proven quality, and bar-tenders are earning consumers’ business bymaking flavorful, classic cocktails. If weprovide the right material and drink con-cepts that support the accounts, we thinkWoodford Reserve can continue to outpacethe category. During this economic time, asthe focus shifts to increased consumption athome compared to a bar or restaurant, we’recreating sales pieces that educate the con-sumer on our diverse flavor profile and pro-viding creative and classic recipes they cantry at home.”

As Makers Mark’s Deephouse sees it,mixology is a major reason why its contin-ued success is consumer driven and support-ed by the bartenders who serve them. “Wehave various brand ambassadors, includingmixologists, whom we educate, give theman opportunity to have their name put on abarrel and tell them how to reach out toconsumers. However, what is most amazingabout Maker’s Mark is that this spirit hasalways has been about the taste. This hasalways shifted people’s paradigm aboutbourbon by showing through the flavor thatyou can have a fine tasting bourbon.”

Deephouse also points out that becauseMakers Mark does not have a bite like otherbourbons, as well as a smooth front-forwardfinish, it has been regarded as ‘the bartender’sbourbon since its launch. Though people onboth sides of the bar are discovering classiccocktails, those chestnuts, in turn, are inspir-ing some new and innovative ideas.

“We want consumers to know they canenjoy it anyway they wish, whetheras part of a cocktail or on its own,”he continues. “Consequently, weare inundated with recipes fromaround the world not only from ourbrand ambassadors and other mixol-ogists, but from restaurateurs whosechefs use it in their cooking, andgeneral fans as well. We are con-scious of people’s response toMaker’s Mark, and are always herefor them.”

Beam’s Guzman also notes thatthe current Mixology movementhad a very positive effect onAmerican brown spirits and the

BROWN IS THENEW DELICIOUSMEDITERRANEAN MANHATTAN2 oz. Woodford Reserve1 oz. Tuaca liqueur1/4 oz. fresh lemon juice1/2 oz. simple syrupShake/Strain/Up. Garnish: Twist of lemon.

FRENCH MANHATTAN2 oz. Woodford Reserve1 oz. Chambord liqueur1/2 oz. sweet vermouthShake/Strain/Up. Garnish: Twist of lemon.

MANHATTAN2 oz. Woodford Reserve1 oz. sweet vermouth1 dash Angostura bitters1 dash Peychaud’s bittersSplash of cherry juiceShake/Strain/Up. Garnish: Maraschino Cherry.

JANE CONNOR'S MINT JULEP1 part Maker's Mark1 1/2 oz Fresh Grapefruit juice1 oz Honey Water (Simple Syrup made withHoney instead of sugar, 1:1 ratio)3 mint leavesShake/Strain/Rocks. Garnish: Mint Sprig.

MANILLA PUNCH2 parts Maker's Mark3/4 part dry vermouth1 1/2 oz. fresh organic pineapple juice1 1/2 oz. ginger beerShake/Strain/Rocks. Top with ginger beer.Garnish: Candied Ginger & Pineapple.

THE CATTAIL2 parts Maker's Mark2 parts DeKuyper's Hazelnut Bliss1 part Ginger AleDelicious shaken or stirred.

THE MAKER'S MARK MANHATTAN1.5 parts Maker's Mark.5 parts sweet vermouth(we recommend you try Carpano)

1 teaspoon of maraschino cherry juiceShake/Strain/Up. Garnish: Maraschino Cherry.

THE MUDDLED CREEK2 parts Knob Creek BourbonGinger ale, to tasteSplash of triple secMuddled orange sliceCombine/Rocks. Garnish: Orange Slice.

Woodford Reserve Manhattan

44 B I N 2 0 0 9 • I S S U E 7

entire Beam portfolio. “People are gettingcreative with bourbon in ways that they hadnot before. We have seen everything fromthe return of classic cocktails such as the OldFashioned and the Manhattan to originalrecipes using all kinds of non-traditionalingredients mixed with bourbon. We arealso seeing savory spice being added to cock-tails with garnishes such as jalapeno, andbasil. Boulevard in San Francisco has creat-ed a cocktail with chili peppers, bringingtogether the sweetness and bite of bourbonand the heat from the chilis.”

Even with all that innovation on-prem-ise, Guzman acknowledges the economy-driven shift from on-premise to off-premise isprompting consumers to develop their ownmixology skills and signature cocktails fortheir home entertaining. Beam has respond-ed to that demand by offering consumersrecipe books and cards to give them inspira-tion when they host their old cocktail partyat home. The situation has also fueled inter-est in the newer brands in the portfolio.

“We recognize that flavored spirits werebecoming popular in every category, andthat consumers are embracing the flavoredspirits as more modern and contemporary,”says Guzman. “One reason why we devel-oped Red Stag was to tap into that move-ment, and since its introduction, it isalready an early success.”

DRY BARRELS…Serious bourbon enthusiasts who enjoy thisbrown gold for their own sake have beenbuzzing about recent bourbon shortageswithin a number of brands. While scarcityhas upped the cache of many bourbon

brands, different companies take a variety oftactics in addressing the problem. Sometake a path of least resistance—by lettingthe shortage speak to the quality of theirproduct—while others are making light ofthe situation and finding other ways to keeptheir loyal consumers content.

According to Guzman, Beam’s KnobCreek is the brand that just may have set thewhole Bourbon shortage rumor off. Whenthe company ran low on cases recently, themarketing department openly embraced thesituation of supply not meeting demand.

“Because we are not willing to lower ourstandards or years of aging to produce moreproduct and compromise the integrity ofKnob Creek, we won’t be able to bottle untilNovember,” she notes. “We’ve put togethera trade and consumer ad campaign with thetitle ‘Thanks for Nothing’ Through thiscampaign, we’re letting trade and consumersknow that nothing will change about theway Knob Creek will be made, and thankingthem for the fact that we have run out of ourown bourbon. This truly shows we’re put-ting out a product we really stand behind.”

Over at Makers Mark, Deephouseexpresses that for him, the most interestingchallenge about the bourbon shortage fromhis brand’s standpoint is that maintainingsupplies is very difficult because the way it ismade is very artisanal, and very hands-onfrom start to finish.

“We don’t trade our bourbon, unlikesome other bourbon houses,” Deephouseaffirms. “What we make today will be readyto use in six years. We experienced a short-age last year, so we took pains this year toensure that we would have enough supply to

meet demand. One thing that has made ourbourbon so special and desired by consumers,nevertheless, is the fact that it is a handmadeproduct. Furthermore, our consumers areour friends, and we treat them that way con-sistently. Just because we had a spike in pop-ularity does not mean we’re going to boostour prices excessively. You just would not dothat to a friend. We still work within thoseKentucky values established by the family, tobe inclusive in many ways.”

While the days are certainly numberedfor original A.H. Hirsch Reserve bottles,Preiss Imports’ Fox notes that the productscarrying on the brand’s legacy need to bewatched carefully.

“We have a Hirsch Small Batch ReserveBourbon selection which retails for $30 abottle, and we rarely get 2000 to 3000 casesright now per year, so bourbon is generallyvery hard to come by,” Fox says. “There isnow a shortage. How long it will last, I donot know. Because there is a continuingconsolidation of bourbon distilleries, whichhas been going on many years now, that has

(Ri)1 offers consumers recipe books and cards to give theminspiration when they host their cocktail party at home.

Knob Creek barrels.

A rack house at Jim Beam distillery.

also cut into production and created ashortage. However, I see this as an opportu-nity that will allow Hirsch in its new incar-nation to continue to grow. People like thequality of what we’re doing. As far as adver-tising goes, because we are selling every sin-gle drop of the product as soon as it comesin, we do a minimal amount of specializedadvertising since these are small batch, low-yielding products.”

“The bourbon market is so well coveredthat we really don’t go after the collectorsanymore, and we’re now starting to reachgeneral audiences,” continues Fox. “We aresupposed to have another 1000 cases goingout this week that will probably sell outvery quickly.”

There are other brand reps, still, whocould argue that there is no shortage, basedon good planning and preparedness. “Oneor two brands are experiencing shortages,which happens on occasion,” says Petry.“However, the category trend has increasedonly slightly and most distillers were pre-pared, including Woodford Reserve. Wewill continue to do as we always have, pro-mote the brand on its merits and seek waysto connect with consumers.”

…AND WHETTED APPETITESGuzman notes that Jim Beam has alwaysbeen marketed to men 21-29 years old.However, other brands in the portfolio arebeing groomed for crossover into to othergroups and demographics.

“Red Stag was made for a customer thatmay not be a traditional whiskey consumer,and the flavor profile appeals to a broaderaudience,” she explains. “With BasilHayden, we have done quite a bit of market-ing for it in the Gay community in Chicagoand Seattle, promoting it as a bourbon thatis highly mixable with champagne (“TheBasil Bubbly”) or an apple cider drink. Wehave also partnered with Out magazine tohelp legitimize our marketing strategy withthose consumers. Asian American andAsian markets, meanwhile, like our higherproof products and higher aging.”

Guzman notes that their major brand-ing platforms and our relationships with dis-tributors, and on and off premise clientelewill continue its growth trajectory in 2010.Jim Beam will be back on television startingthis holiday season, in light of a successful

campaign on ESPN during the 2009 NBAFinals. The key advertising campaign cen-ters around “Guys Never Change,” playingupon the selling point that as guys (our con-sumers) never change, neither does JimBeam. Tag lines include, “Columbus did notask for directions.” and images of guys play-ing air guitar and doing other guy things,conveying that the brand has been withconsumers throughout their adult lives andwill always be there…and some things arenot supposed to be messed with.

WHY SMALL IS THE NEXT BIG THINGThough Jim Beam is undeniably a giant,Guzman draws attention to the small batchproducts in its portfolio, thereby acknowl-edging the increasingly huge demand forsmall batch products. “When it comes to anartisanal focus, you just need to look at oursmall batch bourbon collection (includingBasil Hayden, Knob Creek, Baker’s andBooker’s) which come off the still at a high-er proof, age longer, and are aged in specialplaces in our rack house,” she says.

Although Maker’s Mark is a majornational brand, Deephouse insists they oper-ate with an independent spirit. “We hand-select the grain and make only 90 barrelbatches at a time,” he says. “We are the onlywhisky house in the States that rotates ourbarrels, which is a time consuming andexpensive process, but guarantees qualitywill be consistent in every bottle. Every bar-rel is checked at least five times during thematuration process so when can see when itis the right time to move the barrel to anoth-er part of the barrel house or ready to bottle.Every bottle is hand labeled and hand cut on

a Victorian press, and the font is based onMr. Samuels’ writing. We use the originaldistillery, which is one of the oldest operat-ing bourbon distillery in the U.S.”

On the opposite side of the spectrum,Preiss’ Fox is a believer that smaller is defi-nitely better. “We don’t have to make upsome big romantic story behind the bourbonthat many (corporate brands) do because theproduct speaks for itself,” he states. “Theoriginal Hirsch has its own built-in history,while the Hirsch Select products have theirown story as they are made from cornwhiskey, which is what our American forefa-thers drank. We are the only company outthere offering this kind of corn whiskey,because we found good companies thatcould source this interesting offering. Weare also the first company to go outside themainstream image of Bourbon to offerunique products that in effect are the story.

46 B I N 2 0 0 9 • I S S U E 7

We also have an advantage over big com-panies in that those big companies do nothave the time to market something that islimited to 500 or 1000 cases.”

From the Woodford Reserve stand-point, Bourbon’s versatility and thebreadth of marketing activity by specificbrands allows it to appeal to a diverse pop-ulation. “Some brands promote heavily toyoung adults while others seek an olderdemographic,” observes Petry.

“Some tout their smooth, light flavorto attract the uninitiated and others pur-sue minorities through specific lifestyleprograms. This isn’t really new, thoughbrands are evolving their strategies inthese more trying times. We’re not mar-keting to a specific demographic group.Instead, we’re trying to connect with con-sumers who most appreciate our story ofauthenticity, quality and fullness of flavor.And while our message doesn’t changeour plan will. We’re looking at excitingnew ways to connect with consumers andbartenders in the on-premise, still a criti-cal place to build a brand’s awareness andof course trial.”

Petry advises retailers and restaura-teurs to keep eyes peeled for more activityaround the brand’s mixability through cre-ative and classic cocktails, unique partnerprograms and special offerings likeWoodford Reserve’s Master’s Collection(comprised of one-time bottlings ofunique, special-production whiskeys).Woodford Reserve also remains the offi-

cial bourbon of the Kentucky Derby, withnew twists to the collectible KentuckyDerby bottle and the $1,000 Mint Julepprogram arriving in 2010.

Small producers, in some cases, areactively looking to expand the category.According to Ralph Erenzo, ofTuthilltown Spirits Farm Distillery inGardiner, NY, increased popularity ofsmall batch products has generated amovement among producers to bring thesub category of “New American Whiskey”into the fold.

“The future of American Whiskey isno longer in the hands of the big alcoholproducers,” says Erenzo. “It is shifting tothe small independent producers of spe-cialty spirits. Together with the nation’smicro distillers, we are carving out a newniche, one that was sealed up whenProhibition took effect. Since the earlypart of the 20th century there has been nosmall distilling industry. But that Phoenixis rising.”

A TOAST TO A HIGHWAYMANThough bourbon and other Americanbrown spirits brands are bringing togetherthe old (historic brands) and the new (theinfluence of Mixologists and the artisanaltrend) together to generate interestamong both traditional and non-tradi-tional bourbon buyers, there are someunique brands betting on a tactic that aname can not only say it all, but sell it all.

This is certainly the case with Old

KNOB CREEK BOURBON EGGNOG6 large egg yolks¾ cup sugar2 ½ cups milk½ cup Knob Creek Bourbon1 teaspoon vanilla¼ teaspoon nutmegBeat egg yolks and sugar in mediumsaucepan. Slowly beat in 2 cups of the milk.Cook over medium heat, stirring frequently,until thermometer registers 150°F or mixturecoats the back of the metal spoon. Removefrom heat. Strain into pitcher. Stir in remainingmilk, Knob Creek Bourbon, vanilla and nutmeg.Cover and chill at least 8 hours or overnight.Sprinkle with additional nutmeg.Makes 6-8 servings.

LANCASTER ON HUDSON2 oz Baby Bourbon2 drops, LUCID absinthe1 Teaspoon Bauman's unsweetened spice andSassafras Apple Butter¾ oz Pure NY State Grade A Maple Syrup1 oz, Fresh lemon juice.Shake/Strain/Rocks. Garnish: Fresh apple slicedusted lightly with fennel pollen, if available.

SUZETTE1 1/2 oz. Hudson Four Grain bourbon1/2 oz. Sortilège maple liqueur1/4 oz. Combier orange liqueur1 dash Bitter Truth orange bittersShake/Strain/Up. Garnish: Orange Peel.

BUCK SHOTShake equal parts Red Stag and Jagermeisterice cold into a shot glass

DOE NUT2.5 oz. Red Stag¼ oz. Almond Liqueur¼ oz. Vanilla Rum or LiqueurShake/Strain/Up.

DOE NUT½ part (rī)1 Whiskey½ part lemon juiceShake/Strain/Rocks.

(RI)1 RISING SUN½ part (rī)1 Whiskey½ part lemon juiceShake/Strain/Rocks.

(RI)1 CLOVE & OAK1½ parts (rī)1 Whiskey½ part Allspice Dram½ part freshly squeezed lemon juice1½ parts cloudy apple cider½ part simple syrupShake/Strain/Up. Garnish: Apples slices.

Whisky River, also known as Willie NelsonBourbon. While the bottle bears the hallmarksof this American music icon, what’s inside is asreflective of its namesake as well. While parentcompanyHeavenHill produces other bourbonsand brown spirits that benefit from the influ-ence of mixology or play well with foodies, thisbrand stands alone. In other words, just asWillie Nelson enjoys his bourbon, slightlysmoky and served over ice, the product bearinghis name is made to be appreciated on its own.

“This product was put together byWillie himself, a long-time Bourbon enthu-siast,” notes Patrick Kenny, the brand’sspokesperson, at Drinks Americas. “(Whatmakes this brand) artisanal is that WillieNelson himself was involved, and workedwith the distiller to have it made exactly theway he likes bourbon.

According to Kenny, Drinks Americasbought the distribution rights and a portion ofownership in this brand from Willie and hisbusiness partner three and a half years ago.Since then, and continuing into 2010, he sayshis company will continue to market Old

Whisky River in tandem with Willie Nelson’simage, promoting it at his concerts and use theaffinity people have with Willie’s iconic statusto market the brand. He also notes that thebrand has enjoyed visibility at regionalBarbeque cook-off events in the Southeast andSouthwest that “follow theNASCAR/countrymusic track.” However, just as Nelson’s musichad enjoyed crossover appeal to other audi-ence, the bourbon bearing his name is attract-ing fans from all walks of life.

“Willie will be autographing guitars forprizes for BBQ festivals, and it should benoted sponsorship positions with theseevents in turn has had very good results withon-premise and retailers within thoseregions,” says Kenny. “That said, it is impor-tant to note we’ve done extremely well inurban markets. One of our strongest salesareas is in Brooklyn, NY. This can be credit-ed in part to the fact that our reps in that areawere confident that this product would sellwell there. Old Whisky River has become abrand that’s fashionable among consumersbeyond the traditional bourbon buying

group.”One thing that

Kenny has in commonwith the other brandrepresentatives is thathe too has observedthat the scope of themarket and number ofpeople willing to trybourbon is expanding.While he says that OldWhisky River, a six-year old bourbon soldat a fair price point($19-23/bottle), suc-ceeds in exceeding cus-tomers’ expectations,bourbons and brownspirits across theboard--at all pricepoints and from thesmall artisanal produc-ers to the most recog-nizable names--haveendeavored to do thesame by tapping intoAmericana and strik-ing a collective nervein the process. �

48 B I N 2 0 0 9 • I S S U E 7

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CATEGORY FOCUS

Pleasing Patrons and Bartenderssince 1780

(732) 542-0312 www.lairdandcompany.comPlease drink responsibly.

Laird’s 7 1/2 Yr. Old Apple Brandy - 40% ABLLaird’s Applejack - 40% ABLLaird’s 12 Yr. Old Apple Brandy - 44% ABLLaird’s Apple Brandy 100 - 50% ABL

At Tales of the Cocktail, uniting the oldwith the new was the thematic elementthat tied the festival together. Educationalseminars were themed along the lines of,“Not Your Grand-Pappy’s DrinkAnymore” and “American WhiskeyLegends,” making it clear the appeal ofAmerican brown spirits are becomingmore inclusive, universal and upscale.Many of the tasting rooms—includingLaird’s Apple Jack—followed suit withcocktails that quite frankly, could give“Sex and the City” cosmos a run for theirmoney in terms of substance and style.

“Laird’s Apple Jack is the oldestnative distilled brown spirit in America,and you cannot get more authentic thansomething like Apple Jack,” asserts LisaLaird Dunne, who spearheads the compa-ny’s marketing. “This ties in to the move-ment toward the classic cocktail and theirsearch for authentic ingredients. Thoughwe do not do much marketing (in terms ofsignage or point of purchase displays), weput much of our resources into our brandambassadors—mixologists around theU.S. that have supported our products.They not only have a passion for AppleJack itself but also a respect for its historyand the fact that it has survived many upsand downs over the years since 1780,including Prohibition and fluctuations inthe economy.”

Though Laird’s Apple Jack has been astaple for spirits connoisseurs and seasonedbartenders since its founding, Lisa LairdDunne notes that back in 1999, theemerging classic cocktail trend promptedthe still family-owned company to visittheir back catalogue for pre-Prohibitioninspiration. The result was The Laird’sBonded, an artisanal higher end variationof the spirit made in small batches thatrepresents classic, straight apple brandy,and later, Laird’s 12 Year-Old spirit, dis-tilled from hand-picked ingredients, hand-

bottled and hand-labeled.“The mixology craze can be seen as a

move back toward the roots of bartend-ing,” observes Laird Dunne. “It has beenphenomenal for both Laird’s Apple Jackand Laird’s Bonded products becausetoday’s bartenders are looking for authen-tic, historic ingredients that were first usedin the creation of classic cocktails. Becauseconsumers are going to our accounts andtasting these wonderful cocktails withfresh ingredients, they are realizing thereare many more ways to enjoy brown spiritsthan just on the rocks or with a splash ofwater. They add great depth and characterto a cocktail.”

As Lisa Laird-Dunne sees it, it is bestnot to target their product towards anyparticular group or segment because thereis already such a wide range of consumersand mixologists who seek our and appreci-ate Apple Jack.

“We are supporting our brand ambas-sadors and by doing events such as Tales ofthe Cocktail, we are trying to gear ourevents and recipes towards consumers andmixologists interested in this kind ofbrown spirit,” says Laird-Dunne.Although Laird’s Apple Jack has been inthe California market for many years, shecredits noted mixologist such as H. in SanFrancisco and Eric Alperin of The Varnishin L.A. for drumming up greater demand.She also notes the company’s successfulLightening Strikes Tour will be announc-ing dates on the West Coast in 2010.

“We are working with Chad Solomonand Christy Pope with a touring programthat is interactive in nature, covering thehistory of classic cocktails and Laird’sinvolvement and showing attendees howversatile Lairds is in a variety of cocktailsfrom the classics to some of their own newcreations,” she details. “Attendees thenhave the opportunity to get behind the barand create their own Laird’s inventions.” �

HOW DO YOU LIKETHEM APPLES?JACK ROSE2 oz. Laird’s Applejack3/4 oz. Freshly Squeezed Lemon Juice1/2 oz. Pomegranate GrenadineShake/Strain/Up. Garnish: Apple Slice

SCOBEYVILLE2 oz. Laird’s Applejack3/4 oz. Bianco Vermouth1/4 oz. Luxardo Maraschino1/4 oz. CampariStir/Strain/Up. Garnish: None

LADY LAIRD2 oz. Laird’s Applejack1/2 oz. Cointreau1/2 oz. Simple Syrup3/4 oz. Freshly Squeezed Lemon Juice1 Egg White (or)3/4 oz. Pasteurized Egg White4 Sage LeavesMuddle/Shake/Strain/Up.Garnish: Sage Leaf Float

LIGHTNING BOLT2 oz. Laird’s 100° Apple Brandy1/4 oz. Simple Syrup1 Dash Angostura Bitters1 Dash Peychaud Bitters1/4 oz. Absinthe (rinse glass and discardexcess)Stir/Strain/Rocks. Garnish: Lemon Peel

JUMPIN' JACK1 1/2 oz. Laird’s Applejack1 oz. Chilled Espresso1/2 oz. Cinnamon SyrupStir/Strain/Up. Garnish: Heavy Cream Float

JOHNNY APPLE SLING2 oz. Laird’s Applejack1/2 oz. Velvet Falernum1/2 oz. Simple Syrup3/4 oz. Freshly SqueezedLemon Juice1 Dash Angostura BittersTop with Club SodaShake/Strain/Rocks.Garnish: Apple Slice

Jumpin’ Jack Flash!Laird’s Apple Jack may be a centuries’ old piece of

Americana, but it is inspiring fresh cocktail trends amongexisting fans, mixologists and young consumers.

50 B I N 2 0 0 9 • I S S U E 7

F rom the 1960s forward, all the recre-ational drinker, home hostess or highvolume bartender wanted something

pretty good really fast. There were plenty ofBloody Mary, Mai Tai and Margarita mixeslining supermarket and liquor store shelvesproduced to address the growing demand forfun in a bottle.

In the 21st century, however, profes-sionals and savvy consumers are demandinga lot more from instant gratification. Enterthe new generation of Ready-to-Drinkcocktails, or RTDs. Purista, a line developedby mixologists, raises the bar on the old“just add liquor” mixer format to meet moreparticular expectations. Shot-Pak taps intoa fun mix of package design and high profileappearances at celebrity parties (such as apre-BET Awards gifting suite). CharbayWinery & Distillery draws upon its Napafoodie cache to lure its audience to its newjust-add-ice-and impress Green Tea andPomegranate cocktails.

Southern Comfort, meanwhile, has justlaunched Southern Comfort Sweet TeaCocktail and Southern Comfort HurricaneCocktail ($19.99), which capitalize onSoCo’s consumer name recognition andlong-standing reputation among bartenders.When combined with a favorite spirit, theseRTDs endeavor to bring one’s favorite bar orrestaurant into the living room or back yard.In-house master mixologist Tim Laird waseven involved, grooming SoCo’s latest addi-tions for stardom and speed without com-promising on quality.

“This is a fantastic opportunity for theSouthern Comfort brand,” notes JayFinnigan, U.S. Brand Management Director

for Southern Comfort. “Younger consumersaround 25 are familiar with (SouthernComfort) as a shot, perhaps served withlime. However, the average consumer orhousehold is not quite sure how to useSouthern Comfort beyond the shot. For off-premise, these products represent a break-through in overcoming that limitation forindividuals as well as larger on-premiseaccounts. It shows them Southern Comfortcan be used in whisky cocktails (as in theSouthern Comfort Sweet Tea), it can usedin rum cocktails (like the SouthernComfort Hurricane). Our objective is to getconsumers to think of Southern Comfort ina whole new context.”

According to Finnegan, SouthernComfort’s recipe for RTD success is anounce of the current economy, two ouncesof the home entertaining/cocooning trendand a dash to reconcile the popularity ofupscale cocktail creations with the needs ofhigh volume accounts.

“Palates are more fine-tuned and con-sumers are sending the message they want tokeep it real when it comes to cocktails,” says

Finnegan. “They’ve become so familiarwith the farm-to-table and fresh fruit-mud-dle bar approach that anything that tastesartificial will simply not do. Though thesame people that frequented trendy bars arenow doing their entertaining at home, theirparadigm has shifted. It’s not enough toserve a lot of drinks fast. Those drinks haveto be comparable to what they’ve gone outfor in the past.”

On premise, while the SouthernComfort shot with lime introduces manypeople to the brand, Finnegan says that thenew RTD’s deliver the added capability ofgetting Southern Comfort back into thehands of bartenders, and inspiring them toreplace other spirits like rum with SouthernComfort when reinventing old recipes suchas a Manhattan, Mojito or Old Fashioned.As a result, not only do these cocktailsbecome trendy again, but it becomes part ofthe process of updating cocktails on a regu-lar basis.

“It is important to note that while ourSouthern Comfort Sweet Tea Cocktail andSouthern Comfort Hurricane Cocktail arebecoming hits on the home front, there areplenty of great opportunities for on-premisesuccess, especially in places that do high vol-ume, or times of year such as the Holidayswhere quality of the drinks is just as impor-tant as being sure there are enough drinks togo around,” affirms Finnegan. “High volumebars such as those on Bourbon Street in NewOrleans, as well as San Diego, Los Angelesand other cities around the U.S. are ideal forspecial parties or promotions, especially asthey guarantee bartenders will make a per-fect drink every time.” �

SOCO…So GoodSouthern Comfort leads a new pack ofReady-to-Drink cocktails that go beyondinstant gratification to reach new levels ofstyle and sophistication.

BRAND PROFILE

“Our objective is to getconsumers to think ofSouthern Comfort in awhole new context.”

– Jay Finnigan,U.S. Brand Management Director

One of the world’s most iconic liquor brands, and the number one blend-ed Scotch whisky, Johnnie Walker

Black Label, traces its roots back to an inven-tive grocer in Kilamarnock, Scotland, nearly200 years ago. Today, the famous whisky is sold in over 120 countries, alongside its fam-ily of blends from the House of Walker. And what has sustained the brand’s popularity through the years? Quality.

“The art of blending is the hallmark of the Johnnie Walker brand. The signature blending style used today is the same as it was in the 1900s when Walker was a family-run business,” notes Dan Kleinman, marketingdirector of Scotch whisky for Diageo. “Theslanted label and the iconic ‘Striding Man’logo have been emblazoned on the Black La-bel bottles since its inception.”

Ambitious BeginningsIn 1820, John Walker, a 15-year-old farm boy, took over a grocery store in Kilamar-nock, where he experimented with whisky, applying the same skills he learned blendingteas. In 1857, his son Alexander took overthe store and devoted his energies to creatinga new blend. ‘Old Highland’ was the precur-sor to Johnnie Walker Black Label, flaunting the slanted label and square bottle synony-mous with today’s version.

In 1909 Johnnie Walker, the global brand, was born. Two of John’s grandsons, George and Alexander, took the business to a new level by purchasing Cardhu Distillery – still the home and visitors center of Johnnie Walker today.

It is the quality blend Alexander Walker perfected that Kleinman believes underscores the excellence and widespread popularity of Johnnie Walker Black Label. “Each individ-ual bottle of Johnnie Walker Black Label is the result of decades of planning. Every sipis the product of the rich heritage and skill of the Johnnie Walker Master Blenders, as they select from up to 40 whiskies from over 700 casks. Johnnie Walker Black Label has stood the test of time and remains the cornerstone of the Walker portfolio,” he explains.

The Iconic BottleGeorge Walker traveled the globe establish-ing international distribution networks that helped propel the collection of Walker whis-kies into a pioneering brand across the world.In addition to the distinctive slanted label and square bottle shape, the next step in making the Johnnie Walker brand easily rec-ognizable was a collaboration with cartoonist Tom Browne, which resulted in the creation of one of

the world’s first advertising icons: the famous ‘Striding Man’. Over the century, the look of the bottle, despite a few tweaks, has essential-ly stayed the same, maintaining its powerful brand identity among consumers.

Ongoing BuzzIn tandem with the release of the limited edition bottle, Diageo has unrolled a new campaign entitled 100 Years of Progress,which will include a high-impact visual the-atre program, POS materials and a robust na-tional public relations campaign.

“The compelling story of 100 years of Johnnie Walker Black Label will be activat-ed on every platform and consumer touch-point, including advertising, public relations, www.johnniewalker.com and in-store dis-plays,” Kleinman explains. “In addition to the Limited Edition Collector’s Pack, high-impact video displays and a variety of other visual elements have been created for various store formats. Consumers are being invited to join in the anniversary celebration at home with a mail-in offering of beautiful etched an-niversary ‘Striding Man’ glassware. Even our extensive nationwide mentorship program of on- and off-premise events will receive a spe-cial Black Label 100th anniversary twist.”

As they begin to dive into another cen-tury, Johnnie Walker Black Label is confi-dent about the future and maintaining the level of quality they have been recognized for over the past century. As Kleinman says, “The 100 Years of Progress campaign will set the stage for 100 more.”

BRAND PROFILE

Keep onWalkingJohnnie Walker Black Label Celebrates 100 Years of Innovationand Sets the Stage for 100 MoreBy Alia Akkam

1909

1920

1930

1950

1970

To honor the occasion, Diageo will be releasing anew Johnnie Walker Black Label Centenary Limited Edition Collector’s Pack. The sleek black bottle isembellished with gold and atimeline of the brand’s keymilestone dates on the back.

2009

52 B I N 2 0 0 9 • I S S U E 7

Please Drink Responsibly.JOHNNIE WALKER BLACK LABEL Blended Scotch Whisky. 40% Alc/Vol. ©2009 Imported by Diageo, Norwalk, CT.

C E L E B R AT I N G

100YEARS OF

1909-2009

CELEBRATING 100 YEARS AS THE STANDARD OF EXCELLENCE IN WHISKY

The World’s #1 12 Year Old ScotchEngine of the Most Valuable Spirits Trademark in the World

Named 2009 Top 10 Brand Riser* in 2009 MVI Annual Retail Brand ReportAwarded Gold in 2009 SF World Spirits Competition

**Brand risers are measured by year on year % brand value growth among 17 categories

Owner Flicka McGurrin took over Pier 23 Café and has indeed turnedit into a San Francisco “Hot Spot”. Patrons have described it as a smallfunky roadhouse on the bay that is part ramshackle patio spot, partdance floor, with a heavy dose of dive bar. It has an incredible diverseclientele that once included president Bill Clinton.

Pier 23 is open 7 days a week serving lunch and dinner. They alsohave a special brunch on the weekends. It features indoor dining aswell as a covered patio section and an outdoor patio on the bay witha view of Treasure Island. Come early if you want to get a seat on thepatio during the summer months!

The restaurant turns out an amazing array of food; from EggsBenedict to the fresh seafood, including peeled and eat prawns in beerand cajun sauce, plus oysters and dungeness crab cakes; to NihmanRanch burgers as well as steaks. Some favorites include the steamedmussels or clams: an array of great tacos, including steak, fresh grilledfish, or the Ensenada style prawn taco, that comes with corn salsa,rice, beans or house slaw. Also, try the SF crab & shrimp sandwichon thick sourdough with mayo, horseradish and fries.

Pier 23 is also known as the “Hot Spot” in the city because theyfeature live music 6 nights a week! Bands run the gamut from, Jazz,Blues, Ragtime and Boogie-Woogie piano, to Hip Hop Funk and Afro-Cuban. On Saturday nights they feature Reggae Dj’s, with live Reggaeat the end of each month!

At the bar Pier 23 mixes of choice are Finest Call, which feature afull line of superior products from the Sweet&Sour, Grenadine,Coconut, Pomegranate and Prickly Pear syrups, two Bloody Marymixes, the Raspberry and Mango and Strawberry Purees; to the premi-um Cosmopolitan Martini, Sour Apple Martini and Mojito mixes.

As Bartender Brian Williams, says “Our customers appreciate thefact that we offer the best mixes in the business.”

Pier 23 is located on the Embarcadero in San Francisco.

POUR OF THE MONTH

POUR OF THE MONTH

Kelly Farrell, Hostess with Brian Williams, Bar Manager PIER 23 CAFÉThe Hot Spot on The Bay

54 B I N 2 0 0 8 • I S S U E 7

56 B I N 2 0 0 9 • I S S U E 7

INDUSTRY VETERANALBERT R. IMPERIALPASSES"A good man," Charles McCabewrote some years ago, "is a person whotreats others as if they were good. Youtreat a man, or a woman, as if theywere a decent sort, and the battle isvery nearly won." Al Imperial, a goodman, died June 23, 2009, at home,from complications of a rare blooddisease, surrounded by his loving fam-

ily that was the center of his life. He was 80 years old.Al’s career in the distilled spirits and wine industry spanned

almost 55 years. Despite the many changes the industry has beenthrough, and the added pressures that consolidation has broughtalong, he loved this business. He especially loved the people he servedand his own personal mission to provide excellent service to his cus-tomers paid him many dividends for many years.

He began working in the industry in the early 50’s for Rainier Ale.After a brief stint there, he moved on to work for Hamm’s Brewing.Al spent several years there before moving over to Max SobelDistributing. He worked at Sobel for 5-6 years in the accounting andadministration departments.

Al left Sobel in the late 60’s and went to work for the FleischmannDistilling Corp. He began his career there as the region administratorand was later promoted to Northern California Sales Director forFleischmann, a position he held until he left the company.

His love of the business and the people in it was evident. He waswell liked and well respected. He believed that you called on youraccounts regularly – even if they were not buying anything from you.He showed up every week, regardless of whether or not he got anorder. Eventually, his persistence, as well as his belief in good productsand good service, would win out, and he would make the sale. Al trulypersonified the concept that “just showing up” was half the battle –his personality and skills did the rest.

Al continued to do some work for SWS until June 2006, when he“officially” retired. But, as you would expect, he continued to stayabreast of events in the industry. He even continued to check theretail newspaper ads and talk to old friends about what was going on.You could say he never really retired.

ADDITIONAL NATIONALCATEGORY DIRECTOR TOTHE PREISS IMPORTS TEAMPreiss Imports brought on MarioVitale as National Category Director.This addition is part of infrastructurere-strengthening as the company con-tinues to grow. Mario’s responsibilitieswill be with our Latin Portfolio,including brands like ChinacoTequila and Ypiòca Cachaça. Thiswill increase our effectiveness in themarketplace by providing more atten-

tion for our valued suppliers and distributors .Mario comes to us from Kindred Spirits based in Miami, Florida.

His background is extensive having worked at most levels in theWine and Spirits Industry. His start was with Gallo Wines in Seattleand he also worked for major companies such as Paterno Imports,Shaw Ross Imports, and Odom Corporation. Mario was the US SalesDirector for Riojas Premier Winery Marques De Riscal and workedoverseas in Rome, Italy, being fluent in Italian and also Spanish.

BIN MAGAZINE & THE ASTHMA & ALLERGYFOUNDATION OF AMERICA TEAM UPTO SEND KIDS TO CAMPBeverage Industry News (BIN), in conjunction with the Asthma &Allergy Foundation of America (AAFA), is gearing up for their annu-al fundraiser to benefit children who suffer from asthma.

BIN needs your support! Donated product is needed to create hol-iday gift baskets for AAFA’s silent/live auction held on Tuesday,November 17th, at the Fairmont Miramar Hotel in Santa Monica.

BIN has helped to provide a free, week-long camping experienceto boys and girls, ages 8 to 14, who suf-fer from this chronic disease. AsthmaCamp helps reduce the number ofschool absences and emergency roomvisits. The children, many from dis-advantaged homes, enjoy swimming,hiking, and other fun activities of aregular camp but, what sets this camp-ing experience apart is the health pro-fessional volunteer team which pro-vides the necessary medical compo-nent. Studies show that the childrenare better able to manage their diseaselong after the camp is over!

Beverage Industry News will fol-low up with an editorial feature toshowcase companies that participate.Furthermore, all participating companies will be included in the pres-tigious souvenir journal.

All donated merchandise can be shipped or dropped off at theAAFA office: 5900 Wilshire Blvd. #710, Los Angeles, CA 90036.AAFA can arrange a pick-up. For more information, please contactRosemarie at (800) 624-0044.

INDUSTRY NEWS

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EMPEROR’S BRAND VODKAS ANNOUNCESNEW CALIFORNIA DISTRIBUTION PARTNEREmperor's Brand Vodkas, which have graced the American spiritsmarket since May 2007, is a sophisticated line of spirits with varietiesof vodka that speak to aficionados with refined tastes. Based on earlyconsumer and trade feedback about these varieties--Emperor,Versailles, Winter Palace and Imperial Exclusive—these vodkas haveearned praise for their aroma, clarity and smoothness.

Even with the reality that vodka is now one of the world's mostpopular spirits, and there are hundreds of them on the market, theEmperor Brand Vodka family is venturing forth in the competitivemarket with confidence with their unique taste and sophistication asthe focus. “It took us several years to perfect the technology andrecipes,” notes Emperor Brand President, Zina Mashin. “Our strategyis to satisfy a diverse spectrum of discerning customers with four supe-rior quality vodkas. Our approach, meanwhile, is simple and classic,allowing them to experience difference through tasting. We haveparticipated in numerous trade shows where experts and industry pro-fessionals had the opportunity to taste our vodkas. They were trulyamazed that we could deliver vodka at a whole new level.”

Although Emperor's Brand Imperial Exclusive is distilled fivetime like many of the top shelf competitors in today’s market, MarkMarkarian CEO of Saharex Inc., points out it is very different from itsrival brands, thanks to a rich array of flavors and aromas. Emperor,Winter Palace and Versailles, meanwhile, are distilled six times,which stands above and beyond the industry standard.

“We took pride in creating our vodkas and were flattered by theresults,” affirms Zina Mashin. “We created them especially for con-sumers who appreciate quality. Our vodkas are made of 100% wheat,which we feel makes the cleanest tasting spirits. We also only usespring water from the region of Cognac, France. Our devotion to cre-ating a life long commitment to our customers remains consummate.”

For further information contact Saharex Importers (818) 507-6910.

XANTÉ DELIVERS UNIMAGINABLE PLEASUREAT TALES OF THE COCKTAIL

Xanté liqueur, a premium liqueur from Sweden, was launched to15,000 mixologists and members of the media at this years Tales of theCocktail (TOTC)-the internationally acclaimed festival of cocktails,cuisine and culture held annually in New Orleans, Louisiana. Theevent brought together the best and brightest of the cocktail commu-nity for a five-day celebration of the history and artistry of makingdrinks. Award winning mixologists, world renowned bartenders andtop influencers waited in line at the Xanté tasting room at the HotelMontelone on July 11th, to taste what all the buzz from theUnimaginable Pleasure campaign has been about.

Greeted by President and CEO of The Xanté Company, AdéleNilsson, master mixologist, Mike Flannery, and the team fromKindred Spirits, guests of the Xanté Tasting Room were invited toindulge in their Unimaginable Pleasures. As a part of Xante’s U.S.launch campaign, revelers of the Xanté tasting room were asked tochoose one of four pleasures. Whether it was a savory breakfast sand-wich, luxurious bath gel, a tasty cigar or a sinfully sweet Xantéinfused chocolate truffle there was something that satisfied every-one’s sensory palate.

Xanté liqueur is best enjoyed chilled neat on the rocks or used ina cocktail like below. Xanté is a premium liqueur with a hint ofFrench Cognac known for it’s ménage a trois of virgin pears, vanillaand French limousine oak, launched in New York, Miami and Bostonearlier this year and is currently rolling out in major cities nationwide.Distributed by Kindred Spirits of North America, Inc., Xanté retailsat approximately $40.00 for a 750 ml bottle. Xante comes from thecompany that brings you the world-renowned Cherry Heering brand,the original “cherry brandy,” a product of Denmark since 1818. Xantéliqueur has been in Europe for over ten years and holds the title of thesecond most popular liqueur in Scandinavia.

INDUSTRY NEWS

L-R: James Leathers, Emperor's Brand L.L.C., Mark Markarian, Saharex Inc.,Zina Mashin, Emperor's Brand L.L.C

L-R: Mixologist Mike Flannery serving the Lennart cocktail and Xanté liqueur chilled neat at theXanté Tasting Room at Tales of the Cocktail, New Orleans.

INTRODUCINGSMIRNOFF® PINEAPPLE & SMIRNOFF® PEAR FLAVORED VODKAS

AVAILABLE SUMMER 2009

Please Drink Responsibly.Please Drink Responsibly.SMIRNOFF Flavored Vodkas. Distilled From Grain. 35% Alc/Vol. ©2009 The Smirnoff Co., Norwalk, CT.SMIRNOFF Flavored Vodkas. Distilled From Grain. 35% Alc/Vol. ©2009 The Smirnoff Co., Norwalk, CT.Please Drink Responsibly.SMIRNOFF Flavored Vodkas. Distilled From Grain. 35% Alc/Vol. ©2009 The Smirnoff Co., Norwalk, CT.

WAKE UP YOUR ORANGE JUICE

REMIX YOUR GINGER ALE

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INDUSTRY NEWS

THE DALMORE’S NEW AWARDWINNING PACKAGINGThe Dalmore, one of the most highly award-ed single malt scotch ranges is poised to itplace at the bar and on the shelf in both onand off premise accounts in California. Thislegendary range of daring single malts, creat-ed passion, pride and exacting standardsunder the watchful eye ofMaster Blender Richard Paterson is pure goldin the bottle. The core marques in the rangeare The 12 Year Old, The 15 Year Old, TheDalmore Gran Reserva and King AlexanderIII. Each expression captures the pillars TheDalmore is renowned for: DynamicDistillation, Sublime Maturation andHarmonious Fusion. New award winningPackaging for the entire line reflects the truepremium position of the brand and the qual-ity in every drop.

ZAYA RUM REBUTTAL TONEW YORK TIMES SHAKEN& STIRRED COLUMNThe NYT SHAKEN & STIRRED columnran a piece about Gosling’s rum and theirbattle to preserve its trademarked name forthe classic Dark ‘n’ Stormy cocktail.

According to the July 2nd article, the

cocktail must contain the following:• 2 oz Gosling's Black Seal rum• 4 oz ginger beer• a lime wedge

Gosling's says that they will pursue thoseadvertising a drink using that name with arecipe that contains any other ingredient.

The use of such a tactic can generate anaura for Gosling’s that may be interpreted asa stance of “anti-mixology.” In obvious rebut-tal to this position, the makers of Zaya Rumrecently released the following statement;Zaya Rum fully supports Mixology as an art-form. By imposing a trademark or patent ona cocktail recipe one is suggesting to under-mine a Mixologists’ artistic freedom. Weapplaud bartenders who put their personalthumbprint on a libation as an integral partof the artform; it’s what creates a recipe inthe first place.

For the time being your local wateringhole can advertise the trademarked recipeand customers can expect what they order,will be just that. Yet to simplify a Mixologist’sinventiveness could be detrimental, as bothconsumers and alcohol brands depend upon aBartender’s creativity, as both an admirableand necessary quality to possess.

This summer, Zaya Gran Reserva Rumeagerly launches a nationwide promotion asa rum that showcases its unprecedented mix-ability factor to "elevate everything."Celebrated as the world's finest sipping rum,Zaya now aims to illustrate the spirit's versa-tility. Zaya Rum suggested retail price is$34.99. For more info, please visitwww.infiniumspirits.com.

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It is a sizzling 101 degrees outside, and four thirsty guests are readyto order drinks. You suggest margaritas. Ted orders a beer. Carol ispregnant and doesn't want alcohol. Bob says, “No thanks, I'm driv-ing,” and Alice says she's quitting drinking. You're wishing you hada better selection of non-alcoholic drinks to offer them.

You're not alone. One casual dining chain offers 67 alcoholicdrinks (including 23 wines), and only seven non-alcoholic drinks.

Maybe it's time to expand your non-alcoholic beverage offer-ings. Here are three good reasons to do so:

1. Differentiate yourself from the competition. Spotlight sometantalizing non-alcoholic drinks right along with alcoholicdrinks and price them competitively. The casual dining chain Imentioned charges $3.50 to $11.00 for alcoholic drinks and$2.49 to $2.99 for non-alcoholic iced tea, lemonades and pome-granate drinks. They could increase profits by developing some-thing more tempting and pricing them higher.

2. Satisfy the needs of guests who don't drink alcoholic bever-ages. This includes designated drivers, athletes, expectant

moms, recovering alcoholics and others. According to onestudy, 47.6% of surveyed Californians age 18 and older didn'tdrink alcoholic beverages at all in the past month.

3. It's good policy. When guests drink too much or too fast, anon-alcoholic beverage is a great way to slow consumption andprevent intoxication, and a responsible business practice theAlcoholic Beverage Control and the Courts might consider inyour favor if you are ever accused of a liquor law violation, orsued.

With a little imagination, non-alcoholic drinks can enhanceyour guests' overall experience, increase ticket averages and boosttips. And if you involve your crew in developing the drinks, pricingand promotion, you'll increase morale, too. Now, that's really hot.

Lauren C. Tyson is a retired District Administrator with theCalifornia Alcoholic Beverage Control, a liquor liability consultantand expert witness. For more information, please visitwww.theliquorlicenseadvisor.com or call (951) 226-7845. �Disclaimer: It is not the intent of this article to offer legal advice.

INDUSTRY INSIGHTBY LAUREN C. TYSON, LIQUOR LIABILITY CONSULTANT

WWW.THELIQUORLICENSEADVISOR.COM

3 GOOD REASONS TO REASSESS YOUR BEVERAGE PROGRAM