bin june08

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1/68TEQUILA RUM CACHAA PISCO NEW PRODUCTS INDUSTRY NEWS MARKETING INFO AND MORE...

BINBINJUNE 2008 www.binonline.net

B E V E R A G E I N D U S T R Y N E W SS E R V I N G C A L I F O R N I A S B E E R / W I N E / S P I R I T S I N D U S T R Y S I N C E 1 9 3 4

KAI VODKAA SPIRIT-UALAWAKENING

KORUS WINESTaking The Country By Storm!

COINTREAUCan a spirit be both timeless and trendy?

CASTLE BRANDSPortfolio Reigns Supreme

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2 INDUSTRY INSIGHTDRUNK-DRIVING LAWSIN CALIFORNIABy Alan Forester, CPA, Attorney

4 INDUSTRY NEWS

6 COVER STORYKAI VODKAA SPIRIT-UAL AWAKENINGRare yellow blossom rice, sixcenturies of tradition, a highlyspecific marketing plan and

enthusiastic team players bringone of the most compellingvodkas on the market to life.

14 NEW PRODUCTS & PROMOS

20 POUR OF THE MONTHFinest Call MixersJ. King Neptune

22 CATEGORY FEATURETEQUILA'S TOP DOGThe multi-faceted categorycontinues to grow.

38 BRAND PROFILEKORUS WINES

40 COMPANY PROFILECASTLE BRANDS

42 BRAND PROFILECOINTREAU LIQUEUR

44 CATEGORY FEATUREPOUR SOMESUGAR ON ME!The broad and versatile rum

category stays fresh.

52 CATEGORY FEATURECUTTING TOTHE CACHAAMeet the vivacious cousin to rum.

62 CATEGORY FEATUREIF YOU THINK YOUKNOW PISCO,THINK AGAINA clear and bright futurefor the Peruvian spirit.

44

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VOLUME 89, ISSUE NUMBER 24FOUNDED IN 1934

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DRUNK-DRIVING LAWS IN CALIFORNIA

If one is arrested for drunk driving, two types of cases are triggered against the driv-

er. One is a Department of Motor Vehicles (DMV) case. For the DMV charge, the driv-

er accused of drunk driving in California has only 10 days from the date of their arrest

to request a hearing. If no request for a hearing is made within that time, the DMV

will suspend the drivers license automatically on the 30th day following the arrest. If

a request for hearing is properly made, but the driver loses at the hearing, the

California DMV will suspend the license for a minimum of 4 months for a first offense

DUI arrest. Subsequently, for the second offense, a 1-year suspension, and for the

third offense, a 2-year suspension is issued. If the driver refuses to submit to a breath

or blood chemical test, the DMV punishment is increased to 1-year suspension (with

no opportunity for restricted license) for the first offense, 2-year suspension for the

second offense, and a 3-year suspension for the third offense.

The second is a criminal case, based on two statutes: the California Vehicle Code

Section 23152(a) and 23152(b). The first charge, under Section 23152(a), focuses on

whether the driver was under the influence of alcohol or drugs to the point where they

are unable to drive with the same caution characteristic of a sober person, of ordi-

nary prudence, under the same or similar circumstances. The second charge, under

Section 23152(b), concentrates on whether the drivers blood alcohol content (BAC)

was .08% or greater. This charge is per se, that is, regardless of how properly the

motorist acted while driving or performing field sobriety tests.

Penalties or punishment assigned by the court (arising out of the criminal

charges) are entirely separate from the consequences stemming from the DMV

charge. A driver may be charged with DUI felony charges. If a driver has three prior

drunk driving convictions within the last 10 years, the driver will be charged with a

felony after the fourth arrest. In addition, a driver who injures another person mayface misdemeanor or felony charges. Also, any driver who has been charged with a

felony DUI within the last 10 years will be charged with another felony for any subse-

quent drunk driving arrests within that time period, with increased penalties and pun-

ishment. The penalties assigned by the court for second and third DUI convictions

is escalated, i.e. much harsher than for a first offense. For example, a multiple-

offense DUI conviction can mean mandatory jail time, a required ignition interlock

device, an 18-month alcohol education program, etc.

There are several new California laws relating to drunk driving that take effect in

2008. First is a law that applies to drivers who are on probation for drunk driving.

These drivers are not allowed to operate a vehicle when they have a BAC of .01% or

greater. Under Californias implied consent law, a driver on probation for DUI in

California must submit to a preliminary alcohol-screening test, administered by

police. A second law requires applicants for drivers license or license renewal to

submit written acknowledgement that a DUI that causes death can result in murder

charges. If the driver is later accused of drunk driving causing death, this admission

will be used as evidence. This law is effective beginning July 1, 2008.

Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage

Control Law. For more information, please visit www.ABClawyer.com or call 877-

LIQUOR-8 (877-547-8678).

Disclaimer: This article is not to be construed as legal advice. Please check with an

attorney before taking action.

INDUSTRY INSIGHT

BYALAN FORESTER, CPA, ATTORNEYWWW.ABCLAWYER.COM 1-877-LIQUOR-8

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INDUSTRY SAYS GOODBYE TO BOB MONDAVI

'Just call me Bob or Robert,' Mr.Mondavi would often tell people,despite being one of the most distin-guished winemakers in California'shistory. Needless to say, the impactRobert Mondavi has had on theCalifornia wine industry is enormous.He managed to lead Napa from ajug wine producing cottage industryto a global market of fine wine. Heexpanded its influence worldwideand established California as anequal to all other winemaking coun-tries, most notably France. Mondavichampioned and even introduced theidea to many Americans that fine wineand food was integral to the goodlife. It is a sad day, indeed, to say

goodbye to Robert Mondavi, but as the patriarch of Napa, he leaves behind a vastlegacy for the industry, friends and family.

BACKGROUND. Mr. Mondavi was born in Minnesota on June 18, 1913. Hemoved to California with his family in 1923. He left the family business (Charles KrugWinery) in 1965 after he and his brother, Peter, were unable to compromise on busi-ness practices. Mondavi wanted to produce fine wines while Peter wanted to contin-ue producing high volume brands.

Lawsuits and court battles carried on for 13 years before finally ending in 1979,when the Mondavi family was ordered to pay Mondavi $5 million for his Krug shares.

In 1965 he bought a famous vineyard in Oakville with the help of investors andbuilt the now-famous Spanish-style winery. He also changed the pronunciation of his

last name from mon-DAY-vi, which the family used, to mon-DAH-vi.When Mondavi opened his winery, California was still primarily known for cheapjug wines. However, Mondavi worked to change that by using wine production tech-niques he had learned when touring Europe, such as using cold fermentation, stain-less steel tanks and French oak barrels.

Not only did Mondavi's wines receive high ratings from critics and connoisseurs,but he also entered a j-v with Baron Philippe de Rothschild's Chteau Mouton-Rothschild, creating Opus One. Later one, the company purchased Woodbridge win-ery to use in a new line of lower-priced wines.

After taking the company public in 1993, he eventually sold the Robert MondaviCorp. to Constellation for $1.35 billion in 2004 after years of declining sales andfamily discord over how the business should be run. Afterwards, Mondavi vowed "tostart over."

Mondavi teamed up with his son Tim, daughter Marcia and his wife, Margrit, tolaunch the Continuum wine brand, which had its first release in the spring of 2008.In 2005, Robert reunited with his brother Peter to produce a wine using equalamounts of grapes from the Robert Mondavi and Peter Mondavi family vineyards. Thebarrel of wine sold for charity at the 2005 Napa Valley Auction and fetched morethan $400,000.

Mr. Mondavi would have turned 95 on June 18th. He left most of his monies frompersonal interests and the stake in his winery to charity.

He is survived by his wife and children as well as his brother, Peter, and ninegrandchildren.

In lieu of flowers, the family suggests donations to Copia, UC Davis, The OxbowSchool and Stanford University. Continued on page 58.

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Written by Elyse Glickman

A SPIRIT-UAL

AWAKENINGRARE YELLOW BLOSSOM RICE, SIX CENTURIES OF TRADITION,A HIGHLY SPECIFIC MARKETING PLAN AND ENTHUSIASTIC TEAM PLAYERS

BRING ONE OF THE MOST COMPELLING VODKAS ON THE MARKET TO LIFE

6 B I N 2 0 0 8 I S S U E 5

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What will make this brand get rooted and grow

into something of value for our customers is our

clearly defining the KAI story and positioning it

so people can understand how special this vodkais, says KAI founder and managing director

Marcus Bender. There are so many European

vodkas circulating with similar claims and all

these messages about their wheat, traditions and

techniques. However, we actually have some-

thing truly special that a variety of demographics

can appreciate, something nobody else is doing

right now.

Indeed, many things do set KAI Vodka and

KAI Lychee Vodka apart. Both varieties can be

positioned either as a sexy, exotic cocktail founda-

tion or as cocktails in a bottle as they are smoothand sophisticated enough to enjoy on their own.

There is a built in Asian mystique, as well as

award-winning package design that is in tune

with a cross-generational demand for lifestyle-

driven products. Bender and his team are also

using high-tech methods such as an updated

web site and viral marketing (via Facebook

and other sites) to reach a wide cross sec-

tion of audiences. Although it is still very

new on the market, KAIs industry acco-

lades have bolstered the brand into the

establishment. The flavor and packaging

have garnered awards at the Beverage

Tasting Institute and the San Francisco

International Spirits Competitionno small

feat as KAI was launched just a year ago.

FOUND IN TRANSLATIONAs the first ultra premium to originate in

Vietnam, KAI has translated beautifully

to the American market, thanks to its

bottle and exotic origins. It also helps

that Asian-Fusion cuisine is here to stay,

especially in California. With the sophisticated

American palate adapted to Asian spices and fla-

vors, these adventurous consumers and the on-

and off-premise accounts that cater to themdemand something that will challenge consumer

taste buds and mixologist creativity. KAI

achieves all of this through its distinctive, refined

taste derived from the distillation of rare Yellow-

Blossom Rice. It is, according to Bender, a perfect

fit for this market whether enjoyed in its original

form or Lychee, on its own or in a cocktail.

Adding to KAIs cache is the fact that this

special and rare form of rice is grown in small vil-

lages near the Cam Giang district, along North

Vietnams Red River Delta. Because of its delicate

nature, it is handcrafted in small batches usingtechniques that have been handed down for

more than six centuries. The process of fer-

mentation and distillation used to create KAI

Vodka renders a distinctive-tasting vodka that

preserves the natural sweetness of the Yellow-

Blossom Rice. Furthermore, it takes almost

14 pounds of the precious grain to make

four liters of KAI Vodka. Although vodka

enthusiasts prize what is inside a bottle,

the sensual, visual and tactically appealing

bottle adds to KAIs appeal. As a whole,

KAI translates into what may be the per-

fect vodka for a generation of adventurous

consumers.

The word kai has positive meaning

throughout Asia, notes Bender, from his

Honolulu headquarters, The word means

pleasure in Japan and happy gathering

in China. In fact the word has multiple

meanings even as one moves through dif-

ferent cultures of Asia. Its a word that

unifies and brings people together, just

as a good spirit would. The feedback

O

ne look and taste, even in a crowded field, and it

is evident KAI Vodka is clearly a different kind of

vodka experience. Certainly savvy distributors and

retailers do. And as for the consumer looking for something new,

Vietnam is closer than they could have ever imagined.

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8 B I N 2 0 0 8 I S S U E 5

from consumers is that they love its smooth,unique taste and the fashionable bottle that

captures the east-meets-west spirit.

In the wake of KAIs launch last sum-

mer, the brand has beaten the odds by rap-

idly establishing a niche in a very crowded

landscape of vodkas, where many me too

vodkas tapping into familiar things like

European roots and traditional ingredients

jostle for position. While consumer inter-

est in new premium unique products is

strong, KAI has won discerning audiences

over simply by being different, in its taste,

award-winning packaging and the fact that

it comes from Asia. However, Bender rec-

ognizes there are still challenges to come,

even with effective guerilla marketing

expanding beyond California into major

markets throughout the US and the World.

RICE DREAMSMy hopes and expectations for the coming

year is to expand our footprint into key mar-

kets such as Chicago, New York, Florida,

Miami, Atlanta and other large vodka mar-

kets, notes Bender. That said, California isstill high priority for us as we have earned

our accounts and want to continue our work

with those who have embraced us and will

help us get traction because they understand

the perspective of our brand. California is a

country and universe onto itself, it is the

ideal starting point for a buzz that will find

its way into other states because there are so

many distinctive markets here.

Early accounts that have helped the

brand gain national attention include a mix

of trendy Southern California hangouts

(The Abbey, Koi, Katana, Crustacean and

Nics Martini Bar), sophisticated Northern

California spots with foodie audiences (Le

Colonial, Three Seasons, I-Tapa) and popu-

lar, crowd-pleasing restaurant groups that

cross a lot of different demographics (Roys,

P.F. Changs). This, in part, has paved the

way for KAI to advance into Las Vegas, via

destination accounts such as Red Square,

David Burkes, China Grill and The

Bellagio Hotels bars and restaurants.

Las Vegas is like Hawaii in many ways,

Bender reflects. Both places are small in

size but big in terms of the impact our prod-

uct can make on new and old audiences for

KAI. While restaurants in Las Vegas are

where culinary and mixology trends take

shape for the entire country, we also have

the potential to reach consumers from

around America and the world who come

to Vegas to experience the newest and lat-

est things. Vegas is a place of discovery, and

being there has already helped us in terms

of validating us in other markets. After all,

consumers are key to the kingdom, and

with 30 million tourists coming through,

there are so many opportunities for this

kind of discovery.

BevMos California and Arizona stores,

meanwhile, are also using their unique

niche in spirits retail to bring in adventur-ous consumers. Thanks to KAIs sales team,

in tandem with a variety of marketing

strategies (ranging from word of mouth to

viral marketing that takes shape in the

form of blogs, networking web sites and

internet magazines), Bender is confident

that this will help the marketing aspects at

the consumer level for the brand to take on

a life of its own. On-premise events in

Hawaii, L.A. and elsewhere, are also taking

advantage of celebrity-driven events and

high-visibility promotions to drive thebrand. At one recent even in Los Angeles,

for example, Tobey McGuire (of the

Spiderman movies) had the chance to sam-

ple KAI at a high profile gallery opening

with 400 of his closest friends, while actress

Jenny McCarthys autism fundraiser was co-

hosted by KAI and David Beckham was

recently spotted in at the W Hotel in

Honolulu discovering the vodka with the

assistance of KAI spokesmodels.

KAI founder and managing directorMarcus Bender in rice fields nearthe Cam Giang district, alongNorth Vietnams Red River Delta

My hopes and expectations for the coming year is to expandour footprint into key markets such as Chicago, New York,Florida, Miami, Atlanta and other large vodka markets...

Marcus Bender,KAI founder and managing director

David Beckham withKAI spokesmodelsW Hotel, Honolulu

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Why just do a vodka when you can create something with aunique flavor profile that people will be talking about andordering again and again?

David NepoveMixologist, Southern Wine & Spirits

HEAVENLY HARVESTBEGETS DIVINE DISCOVERYThe starting point for KAI Vodka and KAI

Lychee vodka is fermentation with a tradi-

tional combination of 30 herbs, spices and

yeast that imparts this distinctive vodkas

unusual character. However, rare and exot-

ic rice is not KAIs only sweet and seductive

component. While other vodkas pridethemselves on essentially being flavorless,

the delicate flavors in the regular and

lychee variety add a fresh dimension to the

vodka drinking experience, whether it is

being enjoyed straight or as part of an inno-

vative cocktail.

According to Bender, the overwhelm-

ingly positive early responses to KAI

Vodkas in Hawaii and California was a sure

indication the brand would find success in

other markets, including Nevada and

Arizona. Our real success in the earlystages has been based on getting people to

taste it in our off- and on-premise promo-

tions and samplings. While we enabled

consumers to discover it in accounts like

BevMo (and are still doing so right now),

weve also gotten the buzz going with staff

tastings at our bar and restaurant accounts.

When the staff has expressed their enjoy-

ment, it has prompted management to take

that leap of faith in bringing KAI to their

bar and being a part of our themed promo-

tions. The bottom line, however, is that

people can taste the difference, and weve

gotten converts right away.

Additionally, Bender says emphatically

that he is a big believer in staying small in

some ways to gain bigger traction, especial-

ly as specialness for many audiences

means something that steers away from

becoming too big and corporate. Even with

his drive to get KAI into bars across

America, he is also intent on preventing

KAI from becoming a SKU in a portfolio.

While KAI brand ambassadors are trained

to bring a personal touch to the marketing

of the vodkas, they are spreading a very spe-

cific message about how this vodka can

appeal to so many different people. While

this vodka is an indulgence, it has its

healthy sidethe fact it is made from rice

also makes it gluten free, which introduces

yet another audience into the mix and

another great reason to be on the market.As accounts like PF Changs offer gluten-

free menus, KAI contributes to that health-

conscious factor.

PARADOX FOUNDA study in KAIs quick rise is also, very

pointedly, a study in contrasts. While the

creative message of the print ads and public

relations efforts is that pleasure is the ulti-

mate goal, the products positioning is that

KAI in itself is a bottle of contradictions.

For starters, the notion of Asian

vodka is a paradox, as many people still

associate the spirit with Europe. Vodka is

an ordinary bar staple since it has almost no

flavor or odor, but KAI vodka is extraordi-

nary as it has a very specific taste, aroma

and feel. Vodka popular for its simplicity,

but KAI redefines the vodka spirit as both

an exotic and sensory luxury. It is exotic

because of its origin, yet very accessible,

because KAIs team is making sure that this

message gets through in Hawaii, Arizona,

California, Nevada and, later, throughout

the States. In the end, the interesting com-parisons not only help introduce KAI to a

widening audience, but also change peo-

ples notions of what vodka is about and

how it can be enjoyed.

This is a fitting way to do business

since in the market, you have two contrast-

ing audiencesthe people who want some-

thing new and the others who know what

they like and are attached to it, says

Bender. Once you understand that, youve

got what it takes to tap into the diverse psy-

THE RICE WAYTO BE CREATIVEDavid Nepove, a mixologist at SouthernWine & Spirits in NoCal, like the otheream members, has been so inspired byhe uniqueness of KAI Lychee Vodka that hehas set forth to invent new cocktails that willadd to KAIs pre-existing appeal amongconsumers and trade.

With an industry flooded with sameold same old, it is so great to be workingwith an original flavor that works so wellwith many cocktails, Nepove muses.Naturally, it is a perfect companion forAsian and Pacific Rim foods. As it is a fla-vor many sophisticated people cannot waito get their hands on, I also must say that its also a great fit for restaurants of all kinds,especially those with innovative bar menus.Why just do a vodka when you can create

something with a unique flavor profile thatpeople will be talking about and orderingagain and again?

KAI-AGRA1.5 oz Kai Vodka3.5 oz (energy drink)1/4 oz Blue Cuacao

Shake ingredients in a

Boston shaker and pour

into a Highball Glass.

KAI LYCHEE MARTINI3 oz. Kai Lychee Vodka

Shake and strain into a martini

glass. Garnish with fresh

Lychee Fruit.

KAI-TINI3 oz. KAI Vodka

Shake and Strain.

Garnish with an olive.

KAI ASIAN DELICACY1/2 oz. Simple Syrup*

3 Thai Basil Leaves

1 Lemon wedge (1/8 lemon)

Muddle Simple Syrup, Basil,

and Lemon Wedge

1 1/2 oz. KAI Lychee Vodka

1/2 oz. Green Tea Liqueur

Shake and strain into a martini

glass. Garnish with fresh Basil

leaf and a Lemon Twist.

MISS SAIGON MARTINI1 1/2 oz. KAI Lychee Vodka

1/4 oz. Triple Sec

1 lime wedge squeezed

3/4 oz. Cranberry Juice

Shake and Strain into a Martini

Glass. Float with 1 oz.

Champagne or Sparkling Sake.

Garnish with a fresh

lime wedge.

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ches of different ages and demos and being

smarter of how we go after the business. If

you dont take that approach, all you are

doing is marketing in a way that is similar to

taking a shotgun and shooting at random

targets. Our approach with the paradox is

about bringing consumer interest to the nextlevel by making people understand what sep-

arates us from the competition.

FROM THE PLANTING FIELDSTO THE PLAYING FIELDEven with KAI being just a year old, Bender

and his multi-faceted team of industry veter-

ans and mixology innovators felt there was

no better time to reposition the brand using

a unique formula of interactive marketing

technology and carefully selected people

who understood the uniqueness and paradox

messages of KAI so thoroughly they could

bring it to a wide variety of audiences.

Dan Lyons, a 20-year beverage industry

veteran from Southern Wine & Spirits

recently came over to assume the position of

Vice President of the Western Region. Dana

Black, meanwhile, is the dynamic force

behind the sales and marketing efforts that

have made such a huge impact, while James

Stevens (a 35-year veteran who made a

name for himself in beverages via bringing

Perrier to the US in the 1970s, a long stint

at Coca-Cola and his highly successful J. M.Stevens & Associates, Inc. consulting firm)

is exhibiting leadership as the company

Chairman who is keeping the sales, market-

ing and promotional arms of KAI on track.

California sales reps Gina Johnston,

Dean DeAngelis, Jessica DoVan and Las

Vegas Brand Ambassador Matt Kurzrok,

meanwhile, are setting a great example for

the rest of the US market with their focused

efforts to put KAI in the hands of trade

clients and consumers. Richard Turner, who

had a successful career as the director of

Allied-Domecq, another member of the

Board of Directors, is based in the UK and

has been an important in helping KAI

define its place in the world market, espe-

cially in establishing relationships with dis-

tributors and other key clients. SouthernWine & Spirits, meanwhile, has provided

exceptional support for KAI in the Hawaii,

Arizona, Nevada and California markets.

Kai Vodka is the kind of product that

excites me, says Stevens enthusiastically. It

has a real point of difference and a reason for

being in the crowded landscape of tradition-

al vodkas. Kai has several firsts that allow

you (as a retailer or restaurant) to stake out

a new segment and call it your own. Kai

Vodka is new news.

On the creative side of things, San

Franciscos Gershoni Creative Agency is

working closely with Bender and his team to

rebrand KAI completely and communicate

the revised and refreshed vision through a

rich, full-scale brand re-launch. This re-

launch involves a more thorough and engag-

ing marketing approach, which includes a

more polished internet/web presence. The

overall focus thoroughly covers the brands

attributes, benefits and mystique in a fresh

new way.

We felt now was a good time to rethink

the way we are presenting KAIs attributes,benefits and uniqueness, says Bender. We

want to play up the fact that KAI is sensory

and can take diverse audiences to a new

place in terms of a flavor experience KAI

mood, since all the customers were looking

at have certain types of education, values

and desire to engage in cosmopolitan activ-

ities. The web is just one of the many ways

the KAI message will be reaching our

diverse and adventurous consumer and

trade audiences.

LYCHEENOT JUST THEFLAVOR OF THE MONTHIn a world where there are as many fla-vored vodkas as there are personalities,what makes the KAI personality unique is

that the brand offers only one flavorlychee. Although Bender had experiment-ed with new flavor concepts, he ultimate-ly decided to stick with one defining flavorso marketing efforts could run deep ratherthan become so broad that some productsare cannibalized in favor of others. AsKAI is the only distiller producing a Lycheeflavor, that distinction adds extra weight tothe marketing teams efforts to emphasizethe brands specialness over all. And yes,there is another engaging paradox to be

found.KAIs one flavor of vodka has amultifaceted nose and palate with notes ofspice, rose, orange blossoms and honey.

KAI Lychee Vodka is very much aboutdiscovery, while both formats are aboutrevealing a secret to conoisseurs that hasexisted for over six centuries in VietnamRuou--which is Vietnamese Rice Wine orRice Vodka, says Bender. Rice is King &Queen in Asia. We want to let audiencesknow in a variety of demographics thatwhat they will experience, especially withthe Lychee, is that whats simple can alsobe exceptional. Furthermore, becauseCalifornia is a melting pot of many ethnicrestaurants, bars and clubs, we believeCalifornians will embrace the uniquenessof KAI Lychee Vodka in 2008.

By keeping the focus just on one flavorand the original, Bender believes there isless of a risk of distracting from the brandsintended message or becoming toodependent on gimmicks. In other words,if a product is special enough that it does-nt need a crayon box of flavors to prove

itself, that kind of confidence says a lot. Left to Right: Richard Turner - Director, Dana Black - VP Sales & MarketingMarcus Bender - Founder, Managing Director, James Stevens - Chairman

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NEW PRODUCTS & PROMOTIONS1 CRILLON IMPORTERS Brings New Absinthe

to the Table Grande Absente is made in

Province from an authentic, 148-year-old Frenchrecipe that features a full measure of the legendarybotanical wormwood and other regional botani-cals. The new absinthe is 138 proof and will beavailable nationwide for approximately $70 for a750 ml bottle packaged with a complimentary

gold-plated absinthe spoon.

2 FOUR ROSES Celebrates 120 Years with

Limited Edition Bourbon Four Roses Bourbon

is celebrating 120 years by releasing a BarrelStrength Limited Edition Single Barrel Bourbon,uncut and non-chill filtered. The 12-year-oldBourbon has a robust spiciness with delicatefruity flavors, and a long, smooth finish carryingsuggestions of caramel and chocolate.

3 FOREST GLEN'S Spiral Rack for Springtime

Sales Forest Glen's innovative spiral bottle-rack

is designed for maximum bottle visibility and iswheeled for easy maneuverability. Sixteen triangu-lar trays hold three bottles apiece; slots hold dou-ble-sided cards whose clear text and graphics focuson the fresh new style of Forest Glen wines.Contact Forest Glen Winery, Sonoma, CA, at707.265.4060.

4 New Cream Liqueur THE SPIRIT OF LIBERTY

A unique 36-proof blend of America's aromas and

flavors that include hints of bourbon, apples, cher-ries and more. With a higher alcohol content anda 1/3 less calories, the Spirit of Liberty is smootherand lighter than the nation's leading creamliqueur, without the typical pasty aftertaste of con-ventional creams. The Spirit of Liberty blendssmoothly with coffee, foods and desserts, or it canbe enjoyed straight up, on the rocks or in yourfavorite chocolate martini. Contact: CMSC SpiritsGroup, LLC 415.381.8647.

5 New Tropical Fruit Flavored ESPIRITU DEL

ECUADOR Can be enjoyed straight like brandy,

on the rocks or added to cocktails where its flavorblends with, and accentuates, fruit juices, mixers,and other spirits. Espiritu del Ecuador also com-plements dishes prepared in the kitchen, including

appetizers, soups, entrees, and it's marvelous overice cream and other frozen desserts. ContactCMSC Spirits Group, LLC 415.381. 8647.

6 Phillips Distilling Company INTRODUCES

PRAIRIE ORGANIC VODKA Phillips Distilling

Company Introduces Prairie Organic VodkaPhillips Distilling Company released PrairieOrganic Vodka - a beautifully smooth vodka distilled from organic #2 yellow corn and certifiedboth organic and kosher. Prairie Organic Vodkacarries a suggested retail price of $24.99 750 ml.Visit www.prairievodka.com. Available nationwide.

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You could think of Sunset Beachs landmark J. King Neptune as a pur-veyor of true local flavor. The family-owned restaurant has been serving

up fresh seafood, succulent meat dishes, authentic New England clamchowder alongside refreshing beachfront ambiance that includes livemusic performances and awards nights for surfing competition.

According to Juan Alvarez, who concentrates on the bar, Finest Callsfamily of mixers have helped his family stay focused. Additionally, as heis president of the Southern California Chapter of the United StatesBartenders Guild and competes in bartending competitions, he notesFinest Call puts recipes for inventive new cocktails within reach.

I have been using Finest Call for more than 10 years, Alvarezstates. We carry Simple Syrup, Lime Juice, Grenadine, Pina Colada,Strawberry, Mango, Raspberry and the Bloody Mary. I must say the

Bloody Mary Mix stands among my favorites as it makes this classiccocktail all the more special. So many people who order our BloodyMarys on Sundays are blown away.

A recent experience with one of the Finest Call reps at the Las VegasBar Show provided him an even greater reason to sing the product linespraises. He asked me a lot of questions about what our organizationdoes in terms of events, seminars and services to bartenders. We hada great time discussing how our organization could work with FinestCall in the future.

Even though Alvarez now has a friend in the business, he notes hisstaff can always count on Finest Call to come through when customerscome in, especially during high-traffic hours The bartenders simplyopen up the top and go, he says. It frees us up to do what is mostimportantwowing our guests.

J. King Neptune is located at 17115 Pacific Coast Highway, SunsetBeach, CA 90742. For more information, call 562-213-6954.

POUR OF THE MONTH

POUR OF THE MONTH

Finest

CALLFrom L-R: Nick Lee - Bartender, Jenny Mcall - Bartender,

Juan Alvarez - So CA President, US Bartender's Guild

J. King Neptune

Finest

CALL

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NICKS NECTOR1/2 oz. St. Germain1 oz. Barcardi Peach Red1 oz. Cointreau3 oz. of Finest Call Strawberry MixSplash of Sweet N Sour

Put all ingredients in blender, blenduntil smooth, put into pint glass, garnishwith strawberry and an orange wedge

RASPBERRY CHI CHI1 oz. Absolut Raspberry Vodka1/2 oz. Dekuyper Strawberry Passion Pucker1/2 oz. Monin Blueberry Syrup3oz. of Finest Call Raspberry Mix

Put all ingredients in blender, blenduntil smooth, pour into pint glass, garnishwith raspberry and an orange wedge

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distilled silver tequila, Don Eduardo

Tequilas offer consumers a new interpreta-

tion to this category. Our unique packaging

combined with international recognition

sets Don Eduardo apart from other brands,

notes Valdez.

Another aejo tequila standing out for

original barrel aging is Familia Partida.

Partida uses gently washed one-pass Jack

Daniels barrels because, according to thegroup, they are superior oak barrels that

impart just a touch of sweetness to the

Partida Anejo. Elegante, also by Partida, is

an extra aejo Tequila aged more than 36

months in American oak and is made from

hand harvested blue agave. According to

Garry Shansby, founder and CEO of Partida,

36 to 38 months is the perfect amount of

aging time for an extra aejo: After that

point the oak takes over and you lose the

agave character. Shansby remarked that

many people are amazed with the complexi-

ty the aging imparts to the Tequila.

Everyone finds something different, but

many say that Elegante has a toffee quality

with light oak and spice flavors while main-

taining its agave qualities.

Tequila packaging has moved beyond

the traditional and into the original.

Patrns signature bottle has become iconic

and has even influenced the style of its sister

brands. Trago Tequila has taken a more mod-

ern approach. Although the Tequila inside is

traditional 100% blue agave, owner Chris

Condon wasnt interested in old world pack-

aging. Condon wanted something that

would speak to a younger generation and

helped to develop their contemporary bottle.

Tiki Tequila is known for its one-of-a-kind hand blown bottles, whose painstaking

blowing process allows for each consumer to

have their own original bottletiki includ-

edwhich are hand etched, wax dipped, and

signed. As the number of high-end Tequilas

increases in the market, this may be the dif-

ference that helps some stand apart.

Tequila may boast the number one cock-

tail with the margarita, but thats not holding

it back. This multi-faceted spirit has proved it

is no third-world relic or niche product, but is

actually among the most innovative and

nimble categories of the moment.

Tequila Canicas is another vivid exam-

ple of how packaging is playing a greater role

in a tequilas overall message of quality and

image. There is no doubt in the mind of a

connoisseur consumer or a savvy industry

pro that it is a top shelf, premium product, as

it is crafted painstakingly from 100% Blue

Agave plants that are allowed to mature

eight years before harvest and has earned a

variety of accolades from organizations like

The Journal of the Beverage Testing

Institute. However, the artisan hand-blown

glass bottle and marbles (Canicas means

marbles in Spanish) brings the whole

experiential package of this tequila together

into a cohesive whole.

Tequila:The New Wine ~The truth is out there. Tequila is far more of

a complex distilled beverage than most peo-

ple initially realized. With the proliferation

of premium and ultra premium tequilas and

Mexican spirits, as well as interesting niche

products, it is now hard to believe many of us

once associated Mexican products with wild

college parties and margarita soaked vaca-

tions. While one of tequilas strongest sell-ing points has been its versatility as a cock-

tail foundation or a quick shot, today trade

and consumer buyers alike have long since

shifted the old, tired and retired paradigm.

According to Vinexpo's December 2006

International Wine and Spirit Record, tequi-

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la consumption in the United States rose 38

percent between 2001 and 2005. In 2005,

Americans consumed 9.1 million cases of

tequila, according to the study. The same

study reveals that Tequila consumption in the

U.S. is expected to rise 45 percent from 2005

to 2010.

The new buzz, in fact, is that tequila is the

new wine. While the J. Walter Thompson

advertising agency added it to its famed 80

Things To Watch in 2008, consumers, bar-

tenders and buyers long before that have

become more particular and selective about

the tequila they drink. Additionally, the

100% Agave designation is more important

than ever before, and anything less just wont

do. In the wake of all of this, a generation of

premium tequilas and Mexican spirits

prove South of the Border equals an

upscale experience to a growing and

diverse audience.

Top Shelf Tour ~Though the tequila category is growing

increasingly competitive, nowhere is that

more apparent than the premium and ultra-

premium ends of the spectrum. While some

brands are household names and others are just

beginning to establish their niche, what they

all share is the fact that they are on the bever-

age industry radar for the fresh ideas, presenta-

tion and quality they are bringing to the table.

~ Tequila Amate ~The 100% blue agave Tequila Amate Blanco

and Reposado were developed specifically forthe U.S. and with two distinct American

palates in mind: the tequila novice and the

most refined tequila drinker. This luxury

product comes from 35 years of making tequi-

la coupled with ten years of exporting tequila

to the USA. The cobalt blue packaging and

ultra smooth formula are extremely appealing

to upscale and upwardly mobile markets.

Unlike competing premium tequilas devel-

oped for markets outside Mexico, Amate is 3

to 4% less expensive in its retail price on

average and also actually sold in Mexico, with

a special emphasis on resort areas such as

Puerto Vallarta, Cancun and Los Cabos. The

mix of marketing and a quality product con-

tinues to set standards in the industry, as well

as win awards from the Beverage Tasting

Institute, the San Francisco World Spirits

Competition and others. For more informa-

tion, contact Carlos Monsalve at 52-33-

3641430 or [email protected]. Available

through Gallo Wine Company.

~ Cabrito Tequila ~Cabrito Tequila, aged in old American oak

barrels, is produced in Arandas, Jalisco. Its

slightly sweet flavor reveals hints of caramel

and chamomile, extending into a medium-

length finish. Also of note, it is an

authentically Mexican tequila experi-

ence, as it stands as one of the top brands

in Mexico, as well as No. 1 in volume inthe 100-percent Agave category for the

country. Cabrito Tequila is confident in

its authenticity, heritage and quality, so

we are striking out from the norm for

tequila marketing and launching this irrever-

ent and fun approach. With all things Latino

and especially Mexican cuisine influencing

the food and beverage industry throughout

the U.S., Cabrito Tequila is ready to continue

conquering discerning palates in the U.S.,

says Alex Sobol, President of GenerH,

Carbritos agency of record. For more infor-mation, email Jake Lustig at jake@haas-

brothers.com.

~ Casco Viejo ~Originally known as the Arandina and

made by the privately-owned Tequila

Supremo on the Camarena family estate,

Casco Viejo was established in 1938. Though

Casco Viejo is a blended tequila, it is distin-

guished from its competition with a smooth,

light palate and clean agave notes followed by

sweet vanilla tones, making it ideal formargaritas and cocktails. As the 4th

largest tequila brand internationally

and the 3rd largest tequila seller in

Mexico, its distribution is impres-

sive, as it can be found in the USA,

Canada, El Salvador, Nicaragua,

Venezuela, Colombia, UK, Spain,

Italy, Czech Republic, Poland,

Russia and Belgium. Today, the

Camarena Family is among the top

4-agave owners in Mexico, owning

TEQUILA SHOWCASE

HEAD EASTn an industry simultaneously driven by currentfestyle trends and family (business) values,East L.A. Distributors is still going strong after75 years thanks to their focus on loyaltywithin the company and among their increas-ngly international span of customers.

A lot has changed since the companyaunched back in 1933 (including the name),but Rose Saparito (wife of one of the originalounders) and children Leo Saparito and BettyCastronuovo still remain active in the busi-ness. George Alvarez, who has been withhe company since 1986, is himself a vital

member of the family and proudly mentionshe average employee has been with thecompany for 12 years.

Our customers are loyal to us becauseour people have been so loyal to the compa-ny, affirms Alvarez. That ensures service thecustomers get will be consistent across theboard. We are also unique in that were area one-stop shop meeting diverse beverageneeds of many different kinds of businessesestaurants, bars, liquor stores and local mar-ketsowned by people of varying back-grounds, including Hispanic, East Indian,

Chinese and Korean, many of them who alsohave learned Spanish and the language ofhe beverage industry to communicate withheir consumers.

Alvarez points out that East L.A.Distributors handles everything from majorcorporate brands such as Miller and Coors toophisticated niche brands such as Patron

and Don Julio. In fact, tequila has grown intouch a diversified segment that Alvarez hasound himself on the same learning curve ashis clients.

A few years ago when the tequila mar-

ket was smaller, people approached me andaught me about different types of tequila andhe different demographics that go with them.Some consumers want to enjoy rands from theegions of Mexico where they grew up, oth-ers are looking for price and value. Thenhere is the audience actively seeking new fla-vors and product experiences. Consequently,while Jose Cuervo is a staple, we are alsoeeing action with everything from

Cazadores to Casa Noble and Corralejo. Itcould be hard to keep track, but we dobecause we know what our customers want.

East L.A. Distributors is located at 3666Whittier Blvd., East Los Angeles, 323-262-5124.

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more than 1000 hectares, with almost 3 mil-

lion of agave plants in different growing

stages. Currently the company's production

capacity is an impressive 4,000 cases per day.

For more information, contact Lou Sans at

[email protected].

~ Chaya ~The production and introduction of the

Chaya tequila range was a labor of love for the

late Albert Berentsen, formerly the President

of Kahlua, S.A. and the ex-owner of Kamoracoffee liqueur. Though Berentsen was a famil-

iar fixture in the Mexico Spirits industry, his

legacy was sealed with this venture into the

tequila business. According to Interco Brands,

in creating Chaya Tequila, Mr. Berentsens

primary focus was on two key objectives,

namely, first and foremost, in securing the

finest and best tasting 100% Blue Agave

tequila he could find, and second, to create

the most extraordinary and elegant bottle he

could conceive. For more inforamtion, con-

tact Sean Sweeney at [email protected].

~ Chinaco ~This small artisan Tequilera,

on the east coast of the

Mexican State of

Veracruz, was the first

Ultra premium Tequila

launched in the USA in

the early 80s. Since its

original launch, Chinaco has

become a favorite of selective consumers

looking for complexity and style unlike any

other. Only 6-8 year old Agave plants are

used in the production as well as small batch

distillation gives Chinaco its complex style.

Chinaco is available in Blanco, Reposado,

Aejo and Aejo Extra. The Aejo Extra,

sold as Chinaco Negro, is sold in small single

lots and has already reached a cult status

among collectors and enthusiasts of ultra pre-

mium aged Tequila. For more information

contact Henry Preiss of Preiss Imports at 760-

789-6010 or [email protected].

~ Clase Azul ~Ultra

According to Arturo Lomeli, Clase Azuls

founder, five elements make this tequila

merit the hefty price tag ($1700):

1. Hand-selection of Weber Blue Agaves

aged to perfection for 9 years; 2) Slow

cooking of the pinas for 8 hours; 3) fer-mentation with a proprietary yeast

strain; 4) A watchful eye over each step

in the distillation process; 5) Using the

highest quality sherry wood casks to produce

exceptional taste, perfect balance and robust

body. For more information, contact John

Hanson at [email protected].

~ El Agave Aresanal ~Tequila El Agave Artesanal Reposado, made

in Tepatitln, Jalisco, reflects a new concept

in tequila: its flavor derives from the perfect

mixture of the agave plant and its maturing.

The brilliant color is suggestive of yellow

straw, with golden reflections of medium

intensity. The nose suggests cooked and crude

agaves. The triple distillation process results

in a tequila of extraordinary depth and char-

acter for unparalleled smoothness. For extra

refinement, this tequila is aged in oak barrels

for six months in small handmade batches for

a mellowed taste and a pleasing bouquet. For

more information, contact Gymel at ela-

[email protected].

~ Tequila Grillos ~While Tequila Grillos is a relatively new dis-

covery for American tequila connoisseurs and

mixologists, it is also gaining an excellent rep-

utation internationally as it is also available

in Belgium, Japan, France and Hollandall

countries that take premium level spirits seri-

ously. What sets this reposado tequila apart

from others is that the spirit rests for up to

eight months in white oak barrels. What

results is a lovely delicate golden amber color,

TEQUILA SHOWCASE

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T

he Brooklyn, NY native was a District Manager for Pepsico

Corp and handled sales work at SmithKline Beecham Clinical

Labs Pharmaceuticals in 1986 before going to law school.As an artist manager, Massenburg oversaw the careers of

Stetsasonic, Vertical Hold (with Angie Stone) and D'Angelo. Soon

after, he founded the recording and publishing side of Kedar

Entertainment and signed Erykah Badu and Chico DeBarge to deals.

He sold the company to Universal Music Group in 1998 and went

on to become the chief of Motown Records where he helped make

soul diva India.Arie a household name, established KEM as a force

to be reckoned with and revived the careers of The Temptations and

Michael McDonald, to name a few. Recently, the enterprising mav-

erick became the proprietor of his very own wine company, Korus.

Though still developing new entertainment projects under his own

umbrella, Massenburg has also stayed busy since his departure fromMotown by venturing into a business focused on his other passion

fine wineand bringing quality chardonnay, cabernet sauvignon

and merlot to a wide and increasingly sophisti-

cated audience. Four years ago, after working

as a consultant with Jean-Sbastien Robicquet

(respected oenologist, master distiller and

founder of EuroWineGate, Massenburg real-

ized there was an untapped marketupwardly

mobile African-Americans. As he became more

experienced in wine production, he recognized

there was a creative way to marry together theappeal of a French-made wine with flavor and

body that speaks to American palates.

The ensuing Massenburg and Robicquet

partnership has produced K'orus. a visionary

fusion of their individual expertise. Drawing

upon his familys long legacy in the industry dat-

ing back to the 17th century, Robicquet found-

ed EuroWineGate in Cognac, France in

2001, focused on developing ultra-premium

products combining French craftsmanship with

innovative techniques. Massenburg knew that his partners prolific

background in spirits was the perfect pairing for his own savvy with-

in the African-American market.

Our wines, French-made but in a style appealing to the

American palate, was specially created to introduce novices to the

diverse and expansive world of wine, notes Massenburg. To give

our customers a sense of history, we decided to make Korus in

Bordeaux, France, because this is where it all began with (wine) pro-

duction dating back to Roman times. The Korus experience is intend-

ed to remove the intimidation factor and open the door to a life-long

exploration of wine from different regions and vintners.

While Massenburg and Robicquet recognized that the industry

overlooked African-Americans, a powerful and trendsetting consumer

group, they viewed this gap as an opportunity to create a premium

product that would empower this consumer group to be more confi-dent when choosing and drinking wine.

Korus is for US, quips Massenburg. Korus is the first line of wines

to embrace African-Americans and their lifestyles

through marketing and advertising. When we first

introduced our cabernet sauvignon, merlot and

chardonnay three years ago, the goal was to

demystify wine and encourage African-Americans

to learn about it. As a consumer, I was also

intrigued by the potential health benefits of drinking

wine in moderation, especially since African-

Americans have among the highest rates of heartdisease and hypertension. Research has indicated

that Resveratol, found naturally in the skin and

seeds of grapes used to make wine, has heart-

healthy benefits. (We believe) the pleasures and

benefits of wine should be available to all

Americans, and an integral part of the Korus

vision is to be inclusive and encourage everyone

to learn about and enjoy wine.

Korus Wines are distributed by Southern

Wine & Spirits.

SPECIAL K

...the Korus experience is intend-

ed to educate newcomers to the

wine world and remove the intimi-

dation factor and open the door to

a life-long exploration of wine from

different regions and vintners.

Kedar Massenburg

Kedar Massenburg

In the 1990s, maverick entrepreneur KedarMassenburg founded neo-soul, a new genreof music. Today, hes brought that same soul toKorus, a new genre of wine.

BRAND PROFILE

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Though Castle Brands boasts a kings ransom of products from around the world, they are fit-tingly celebrating their milestone decade in the industry with the release of ten KnappogueCastle Whiskey Castle Collection cases. Mark Andrews,who founded Castle Brands in1998 with one brand--Knappogue Castle Whiskey 1951 (inherited from his father) is pour-ing time, money and commitment as the Chairman of Castles Board of Directors to keep thecompanys success flowing.

According to Kelley Spillane, Castles Marketing point person, when it comes to bringinghigh quality products into the market, the company has always been on the cutting edge. Theirsuccessful ten year formula has been fearless, yet calculated. With that in mind, Andrews andhis team developed an award-winning, vintage-dated Knappogue Castle Irish Single MaltWhiskey at a time when single malts form Ireland were an anomaly and most of the betterknown top-shelf Irish whiskeys were blends.

Andrews Sr., purchased casks of aged pure pot still whiskey in the 60s, stored them, and

bottled them at their peak. Knappogue Castle was a natural fit as he named it after the castlehe owned in Ireland. The last of his whiskey, Knappogue 1951, aged for 36 years in sherrycasks, is the oldest and rarest Irish whiskey in the world. Years later, the younger Andrews cal-culations paid off, with a memorable Irish Whiskey with sweeter notes (as opposed to smokierScotch whiskeys) that helped broaden and redefine a familiar category. Today, it is one of thefastest growing whiskeys in the industry.

Spillane continues to explain that with all product categories, as with the whiskey, CastleBrands looks carefully at trends and growing segments in the market and capitalizes on them,ultimately leading to a stunning portfolio of other premium and super-premium brands includingBoru Vodka, Gosling's Rum and Pallini Limoncello.

The traditional Italian spirit Limoncello, for example, is one of Castle Brands other signifi-cant success stories. Unlike Whiskey, which has a clearly defined and very specific audience,

Andrews recognized that Limoncello had the potential to appeal to a variety of market seg-ments, thanks to its sweetness, color and versatility, as well as his awareness of consumers andmixologists looking to shake up their cocktail experience with new spirits options.

Castle Brands is also celebrating their success by moving on to new product launches inmore categories, including the release of a 100 % organic Tequila, in the fall offering threetypes of Tequila, Anejo, Reposado and Blanco, all with environmentally friendly packaging andrecycled glass bottles. Spillane (who previously served at Seagram and Diageo USA), mean-while, has taken his big company work ethic and blended it with a a true blue entrepreneurialspirit to maintain the growth of the brands in Castles diverse portfolio.

As a start up we were able to offer distillers and retailers a unique opportunity that the bigcompanies could not, Spillane concludes. If we tried to follow a mold, we would have beenstepped on.

40 B I N 2 0 0 8 I S S U E 5

Castle BrandsPortfolio ReignsSupreme

COMPANY PROFILE

THE DEBONAIR1/2 oz Clontarf Irish Whiskey

1/2 oz Berentzen Apfel Korn

1/2 oz simple syrup

1/2 oz lemon juice

Shake over ice and strain into a martini glass.

Top with Brut champagne.

THE PALLINI PALMER2 oz Pallini Limoncello

4 oz unsweetened iced tea

A unique take on the classic Arnold Palmer

(1/2 iced tea and 1/2 lemonade)

FINN MCCOOL1 1/2 oz Clontarf Irish Whiskey

Topped with green teaDash of Green crme de Menthe

Served in a highball over ice

Garnish with a couple of mint sprigs

NOTE: If fresh-brewed green tea is used, sim-

ple syrup may be added. Mass produced

green tea (Snapple, Arizona, etc. already has

sweetness added)

Finn McCool is named after the Legendary

Giant who created the Giants Causeway off

of the Antrim Coast in Ireland

THE DEBONAIR

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When Sames TriedSomething DifferentThere are many legends surrounding theinvention of the Margarita. However, it isno mystery that the cocktailgiven that itsmade with the best ingredients, including afine tequila and Cointreauis one of themost enduring quenchers around.

One popular theory is that American-born Margarita Sames introduced her ownnamesake drink in 1948 at her Acapulcobar as a special treat for her clientele offamous hotel and restaurant people.According to her account, she used one partCointreau, two parts tequila and one partlime juice for her Margarita. Aware thatmost people drank tequila following a lick ofsalt, she opted to garnish her cocktail with afestive rim of coarse salt. Though Samesmoved to El Paso, TX in 1958, she kept the

party going for years. In 1982, she evenappeared on NBC's Today show to demon-strate the correct way to make a Margarita.

Margaritas Margarita1 oz Cointreau2 oz Tequila.5 oz lime juiceShake and strain into a salt-rimmed margaritaglass, and garnish with a lime wheel or slice.

The innovation that Sames introduced isalive and well today, thanks to Cointreaus

vivid flavor and versatility.

Cointreau TeeseThis unique cocktail, created by Dita VonTeese captures the essence of the womanand her favorite spirit.

1.5 oz Cointreau3/4 oz Apple juice.5 oz Monin violet syrup.5 oz Fresh lemon juiceFrost ginger around the rim of the glass.

Can a spirit be both timeless and trendy? In

the case of the legendary, 160 year-old

Cointreau, Mais oui!

Look no further than the new and glam-

orous global brand ambassador Dita Von

Teese, who projects both a 1940s burlesque

aesthetic and a modern air of confidence as

Cointreaus new face. Both she and the

equally fashionable and elegant Cointreau

bottle are captured by noted French fashion

photographer Ali Mahdavi, who is spinning

this iconic imagery as effectively as he has

for such designers as Karl Lagerfeld and

John Galliano. The bottle of Cointreau

becomes almost a perfume in the hands of

Dita Von Teese, radiating an aura of sensu-

ality about the woman and her spirit of

choiceand in turn, the equally stylish

consumer who seeks to embrace the feelingand the lifestyle.

The evocative imagery highlights

Cointreaus new marketing approach, spin-

ning its 160 year history and eternal versa-

tility into an appealing theme the brand

refers to as Be Cointreauversial, making

just as much of an impact in the separate

advertising campaign as well as the promo-

tional web site (http://www.cointreau.com)

and on-and off-premise materials.

Cointreau (still produced in Saint-

Barthlemy-d'Anjou, a suburb of Angers,

France) has maintained its vibrance, vitali-

ty and stylish cache for generations, thanks

to the emphasis on using only the finest nat-

ural ingredients, which includes sweet and

sour oranges sourced from all over the

world, including Spain, Brazil and Hati, to

achieve its uniquely rich, multi-dimension-

al flavor. The liqueur is initially crystal

clear, with 40% alcohol content made from

the distillation of the sweet and bitter

orange peels, and then blended with natural

alcohol, sugar and water selected for their

absolute purity and neutrality of taste.

Cointreau, of course, can be and is

enjoyed as an aperitif. Thanks to the propri-

etary, balanced recipe, however, Cointreau

continues to excite mixologists and bar-

tenders, adding dimension to time-tested,enduring libations such as the Margarita and

the Cosmopolitan and new recipes that con-

tinue to attract people to the brand. Unlike

ordinary Triple-Secs, Cointreau has very dis-

tinctive qualities, including soft-edged body

that turns opalescent on contact with ice,

which then projects a delicate taste that lit-

erally explodes on the palate and reveals a

well-tempered tone. It is a kind of magic

that has been effectively bottled, of course,

in the trademark amber-colored bottle.

BRAND PROFILE

Real A-PeelCointreau, the legendary orange liqueur, has it bothwaysas a classic bar staple and as a modern luxury

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44 B I N 2 0 0 8 I S S U E 5

Like any other family, the Rum clan is diversified and complex, trac-

ing its origins back through the centuries to different countries.

They share a common ancestor, Sugar Cane, which was fruitful and

multiplied into sugar cane juice, sugar cane syrup and molasses (a by

product of cane sugar manufacturing) are the only things that rum

may be made from. Though the original spirits origins are quite

humble, as a by-product spirit imbibed by laborers and slaves, by

1651, it was in widespread production in the Americas and the

Caribbean.

Not surprisingly, in time, every sugar cane plantation became a

rum distillery as a way to profit from the recycling of waste products.

Soon more care was used during the process and fine rums were

being made. The high temperatures, fast fermentation, barrel aging

and other factors transformed the humble spirit into a connoisseurs

treasure, thanks to its rich body and sweet flavor. By the mid 1600s,

there were rum distilleries in the American colonies. Though politi-

cal uprisings and history placed rum production squarely in theCaribbean, the family continued to grow over decades and genera-

tions, with impressive offspring: white/light, amber/gold, aged,

dark/black, overproof, sweet, dry and spiced, flavored.

All rum is aged for a period of time in oak casks, and often in

those used to age Bourbon. White/light rum is only aged for a

short period of time and may be filtered to remove any coloring

it developed during the cask aging process. Amber/gold rum,

meanwhile, is aged for a few years to develop a mild color and

flavor. Aged rum is barreled for up to 12 years to develop a strong

and mellow flavor and darker color. Sometimes caramelized or

burnt sugar or molasses is added to increase color. Dark/black

rum is made to have a much stronger flavor and is usually colored

with burnt sugar syrup. Overproof rum, as the name implies, is much

stronger than average rum, usually over 60% abv. Spiced rums are

actually that, rums that are flavored with spices, and then there are

the flavored rums, which may be infused or flavored with one or

more fruits.

With so many different choices within the category, it is no won-

der rum continues to make history!

HISTORICAL RUM-ANCEHomere Clement, based in French Martinique, came up with a new

way to upgrade rum production in the 1800s. At that time, sugar

prices had dropped and it was being made and sold much cheaper in

other areas than possible in Martinique. Clement tried fermenting

fresh pressed sugar cane juice into a wine (called vesou) and distill-

ing this, and what is now called Rhum Agricole (Agricultural Rum)

was born, which in turn was developed into a prestige spirit.The efforts produced a rum that was more like a cognac

more complex, earthy and refined. This led to France recog-

POUR SOMESUGAR ON ME!The broad and versatile rum categorystays fresh, thanks to a mix of newproducts, classic bar staples and afew surprising twists to the successful

centuries-old formula.By Elyse Glickman

CATEGORY FOCUS

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nizing an Appellation d'Origine Controlle

(AOC) system to distinguish grades of rum.

As one of the elder statesmen in pres-

tige rum, Rhum Clement, keeps its name

and reputation fresh by reinventing itself

brand-wise. Today, it is the leading produc-

er of A.O.C. Martinique Rhum Agricole,

begetting rums that have unique flavor pro-

file as they are produced from aromatic

free-run sugarcane juice. This results in a

nose of wild flowers and fruit as well as dry,

vegetal, beany flavors and a smooth well-

balanced finish.Premire Canne V.S.O.P, one of its

most prominent offerings at the moment, is

a sophisticated white rum with clean, bal-

anced and crisp aromas and flavors that

makes it a superb base for classic and mod-

ern cocktails. Its Crole Shrubb, mean-

while, is also a fantastic cocktail component

as well as a recognized secret ingredient

for dishes created by some of the worlds top

chefs. Clments aged rums, meanwhile,

enjoy a continued following, especially in

California.These three items represent the

strength and versatility of A.O.C Martin-

ique Rhum Agricole and of our portfolio,

says EVP Benjamin Mlin-Jones, who also

happens to be a fourth generation Clment

and teamed with Wine Warehouse for a

major retail push. They represent different

styles of rum that have different usage for

any high-end restaurant, bar or lounge as

well as standing as staples of any retailers

rum section. Given their versatility for

cocktails or straight, you can see these are

rums that actually are very complimentary.

Our style is unlike any other rum in the

world and is changing peoples opinion of

rum just as the first premium tequilas

changed the markets mind set for what

tequila was ten years ago.

SWEET, NEW (ER) IDEASToday, new varieties are coming into the

world and stirring up excitement. p.i.n.k.

rum, for example, stakes its claim as theworlds first 80 proof, ultra-premium white

rum, imported from Holland, distilled from

the finest black strap sugarcane molasses,

and later infused with caffeine and

guarana. The recipe for p.i.n.k. rum con-

tains a blend of 3-to-5 year ultra-premium

aged rums from the Caribbean before the

magic ingredients find their way into the

spirit. Its ultimate appeal? Enabling mod-

ern consumers to enjoy all of their favorite

rum cocktails, while experiencing the

energizing benefits of caffeine and guarana.RedRum, meanwhile, trumpets the

start of its second decade in the spirits

world with the 2008 launch of Jolly Roger

Coconut & Key Lime Rum. This contin-

ues its tradition of carving a niche by

bringing together trendy themes and hand-

made quality rums. With the new flavor,

as with existing products, the packaging

takes full advantage of rums historic ties

with Pirate culture, the company keeps

46 B I N 2 0 0 8 I S S U E 5

CATEGORY FOCUS

Rum may be spelled in different ways butit basically means much the same thing.Rhum in French, Ron in Spanish, orRum in English.

TRADER VICS:AN AMERICAN CLASSICPeter Seely, CEO of Trader VicsGourmet, and their Holding Company,Nubeco and grandson of Victor J.Bergeron a.k.a The Trader, whofounded Trader Vics and created theageless Mai Tai, perceives rums appealas multi-generational, and feels the histo-ry of rum in America has a special draw

all its own, in a similar way to the origi-nal Martini in its category. While themention of Mai Tai evokes memories oftropical vacations and poolside parties,go deeper into history and youll reallyfind something to raise your glass to (andsell some rum or cocktails in the process).

My grandfather invented the MaiTai in 1944, states Seely. Some of hisfriends who lived in Tahiti decided toride out the war in Piedmont. Seeinghow much they missed the flavors ofhome, he created a cocktail with Wrey& Nephew Gold Rum, a fine 17 year-oldrum and other ingredients. His friendsresponse was, Mai tai roa ae, whichmeans, The very best. Not surprisingly,it caught on, and a regular recipe wasdeveloped initially using an ounce of theWray & Nephew (now marketed underthe Appleton name) and one ounce ofthe Rum St. James (of Martinique by wayof France), along with Orgeat syrup(now made in-house), _ ounce of a fineOrange Curaao, juice of a whole lime

and a dash of rock candy syrup (a sim-ple syrup) we make in house.

Mix the following in a cocktail shakerwith ice:

1 ounce Trader Vics Dark Rum1 ounce Trader Vics Gold Rum3/4 ounce fresh lime juice1/4 ounce simple syrup3/4 ounce orange Curacao1/4 ounce orgeat

Garnish with fruit and mint.

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rum young and fresh with the product range, including the festive-

and festively packaged-RedRum, VooDoo Spiced Rum and Jolly

Roger Caribbean Rum. We encourage bartenders and customers to

enjoy RedRum, VooDoo & Jolly Roger just as they would normally,

combined with fruit juices, sodas, or blended in exotic foo-foo

drinks-- they simply make your favorite rum cocktails taste better,

says company CEO and founder Dan DaDalt emphatically. When

we launched in 1997, there were only a few flavored rums on the

market. In the past few years the trend has definitely gone towards

flavors, so I guess you could say we were ahead of the game.

THIS (OTHER) SIDE OF PARADISEOther emerging brands, meanwhile, are taking risks by challenging

consumers with new ideassuch as the fact that good rum-basedspirits can be inspired by Pacific side of the tropics. Hula Girl

Beverages, is not only making the traditionally Caribbean spirit go

Hawaiian, but also putting all the 20-proof fun of mixology into a

bottle in the form of Bikini Bling, Moonlight Mai Tai, Sunset

Sensation and Wild Wahine.

The drinks were inspired by the beauty and flavors of the

Hawaiian Islands, so what better place than Honolulu to launch

Hula Girl? said Lisa Shawver, who founded the company with

husband Billy. We are banking that the popularity of tropical

drinks and the universal love of Hawaii will help us make Hula

Girl Beverages a worldwide hit.

Marsalles new rum arrival, Lt. Dan's Rum, noted to be one of

the hottest new spiced rum varieties to be introduced into the

American marketplace, is distilled from sugar cane and the unique

combination of the type of yeasts employed for fermentation, distilla-

tion method, and aging conditions, give this product a very rich and

characteristic flavor. Made with molasses, water, mash and yeast, Lt.

Dan's Spiced Rum is distilled in a continuous still and aged in oak

barrels for up to a year, adding a golden color and character to the

rum before the flavors and spices are added. The brands taste is

achieved through a proprietary recipe, which is blended into the rummixture at the final stages of production, making use of spices indige-

nous to the Caribbean Islands.

Though the Cruzan Rum Distillery has been producing fine rums

in St. Croix, U.S. Virgin Islands since 1760, and in recent times has

been honored for its ultra premium segment of rums, its Cruzans

family of tropical flavors that have bartenders, buyers and retailers

buzzing. With creative artisan cocktails bringing more and more

CATEGORY FOCUS

Rum sales are sure to sizzle this summer with the revival of Tiki Cocktails. Modern-day Mai Tais, Pina Coladas, Daiquiris, Slings and tropical Punches also incorpo-rate today's super premium and flavored rums to make for superior drinks.

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consumers to the rum category, varietyindeed is the spice of life. The rainbow of

Cruzans Tropical Rums is made up of

Raspberry, Coconut, Mango, Vanilla,

Pineapple, Vanilla, Banana, Orange, Citrus

and the new Black Cherry flavora deli-

cious selection of flavor experiences that

blend harmoniously with juices, mixers and

even with one another.

There is a significant category-wide shift

taking place in terms consumer preferences,

according to Tom Valdes, President of

Todhunter Imports, Ltd., worldwide marketer

of Cruzan Rums. "Rum consumers are choos-

ing flavored rums in place of light rums as

their new choice of spirit," Valdes said in a

recent interview with Beverage Business.

"Consumers have discovered that flavored

rums are very pleasant to drink straight up,

over ice or mixed. The popular flavored rum

brands tend to be less than 30% alcohol by

volume, and when mixed with other mixers

offer even less alcohol by volume in a tall

drink. Bartenders tell us that Cruzan flavored

rums are a delight to develop new rum cock-

tails. They are natural tasting and blend verywell with other natural juices."

RUMS THAT MAKE A STATEMENTTommy Bahama and Pyrat rums, meanwhile,

could be a sub-category onto themselves--

rums conceived in the Caribbean but deliv-

ered for upwardly mobile rum drinkers look-

ing to make a statement about themselves by

what they drink.

Certainly the Pyrat rums (characterized

by their toasted apricot taste and ambercolor, and gentle effect on the palate) have

done just that, as the sugar-based offspring of

The Patron Spirits Company.

We take great pride in our portfolio of

Pyrat rums, the result of over 10 years of

negotiating the purchase of delicious aged

rums from the Caribbeans premier rum pro-

ducers we have the very best rum in the

world, says Ed Brown, president and CEO

of The Patrn Spirits Company. Some of

the rums carefully selected to bring Pyrat to

life are over 40 years old, which when fur-

ther aged in some of the finest imported oak

barrels, produce flavor complexities not

found in most other rums. Pyrat rums are

aged in a combination of French Limousine

oak barrels and specially toasted American

sweet oak barrels. As a final result, Pyrat

rums are distinguished by their toasted apri-

cot taste and amber color, and are gentle on

the palate, never heavy or harsh.

Before 2007, meanwhile, Tommy

Bahama was a lifestyle brand of clothing

beautifully packaged in boutiques that cap-

tured consumers imagination about thegood life. Then Sidney Frank stepped up

to the plate to carry the lifestyle further,

from the closet and (later) themed restau-

rant to local bars and retail stores. For

Memorial Day and Summer 2008, Tommy

Bahama Ultra Premium Rums offered cock-

tail recipes to on-premise mixologists and

consumers that further drive home the

Tommy Bahama overall lifestyle message of

fine living.

CATEGORY FOCUS

According to the Distilled Spirits Council, in 2007,rum consumption in the U.S. was up to 23.5 million9-liter cases, generating over $2 billion in revenue for

distillers. Super-Premium brands drove growth - increas-ing around 43% in volume from 2006 to 2007.

HOT TIKI COCKTAILS

REDRUM ON THE BEACH2 oz. RedRum1 oz. 7-Up1.5 oz. orange juice.5 oz. Grand Marnier

Mix with ice and serve in a glass orstrain into shot glasses.

COLADA NUEVA DOSE.75 oz Tommy Bahama White Sand.75 oz Malibu Coconut.5 oz lime juice1 scoop of coconut sorbet1 oz pineapple juice1 cup iceAdd all of the ingredients to a blenderand blend. Pour into a wine glass.Garnish with a pineapple wedge.

MADAME CLMENT1.5 oz. Clment Premire Canne1.5 oz. fresh pineapple juice.75 oz. fresh lime juiceA dash of grenadine. Lime peel garnish.

CARIBBEAN CRUSH3 oz Coconut Milk1/3 Ripe Banana1/2 oz Baileys Original Irish Cream1 1/2 oz Pyrat XO Reserve

1 Scoop of IceBlend all ingredients together for 15-20seconds. Garnish with whipped creamand roasted coconut.

RUM RUNNER1 oz. Admiral Nelson's PremiumSpiced or Coconut Rum.5 oz. Arrow Blackberry Brandy.5 oz. Arrow Creme de BananaAdd a splash of pineapple and orangejuice, grenadine and dark rum. Shake

well and serve over ice. 50 B I N 2 0 0 8 I S S U E 5

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With interest in exotic flavors and experiences going strong in the

States, it is no surprise that Cachaa and its very own signature

cocktail, The Caipirinha, have set fire to the mixology world and

bar scenes around America. As Cachaa was originally known as

fire water in its early days, however, this should come across as no

surprise. The only thing that can be a surprise is that it took so long

for this festive cousin to rum to catch on, even as the Caipirinha is

now being touted as this years Cosmo. In some circles, it is even

being marketed as the cocktail of the 2008 Recession, thanks tothe fact it can satisfy a collective desire for sophistication and flavor

in its simplicity.

Cachaa, like its cousin Rum, has a storied history. According

to records, it was discovered by local workers at the sugar mills in

the early to mid 1500s near the region of Sao Vicente, when the

sugarcane juice (garapa) at their mills cooked and left standing,

would "sour" (ferment) and turn into a mild alcoholic beverage. Like

rum and other spirits at that time, it was cheap and consumed by

slaves, peasants and members of the lower class. However, thanks to

improvements in production methods, distinctive aging techniques

and effective marketing, Cachaa stands as most popular distilled

alcoholic beverage in Brazil, with 1.3 billion liters produced each

year. Currently, there are more than 4,000 different brands of

cachaa available in Brazil, with the most popular among those find-

ing their way onto our shores.

Artesanal cachaas, which constitute the majority exported to

the U.S., are produced by thousands of small mills in copper pot

stills around Brazil. The resulting product comes out in three batch-

es: head, core and the tail. Most makers take only the "core" and

bottle or store it in wood barrels for aging. Its aged in barrels made

from a great variety of native or exotic trees such as balsam, almond,

cherry, oak and several others which influence the flavor. Typically,

artesanal cachaas are drunk straight or in cocktails by high end

consumers. White cachaa is usually bottled immediately after distil-

lation and tends to be cheaper. Dark cachaa, seen as a "premium"

variety, is aged in wood barrels and meant to be drunk pure with fla-

vors influenced by the type of wood the barrel is made of.

Cachaa, like its Caribbean cousins, has a heart of sugar cane.

However, what gives the spirit its lightly nuanced flavor is that it is

distilled from pressed sugarcane rather than molasses or sugarcane

juice. Its increasing popularity is a sweet trend, according to the

Distilled Spirits Council of the US. Its database reports that 80,117

cases of Cachaa were sold in 2007, and thanks to an annual 50%growth rate and rise of The Caipirinha, sales could reach 18.4 mil-

lion in 2008. The following brands, meanwhile, are among those

52 B I N 2 0 0 8 I S S U E 5

CUTTING TOTHE CACHAAMeet the vivacious cousin to rum thatstaking bars and retailers around the USby storm.

CATEGORY FOCUS

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credited for prompting consumers and

retailers to chase Cachaa.

CABANAEstablished in 2006 by Matti Anttila, a

New York investment banker turned spirits

entrepreneur in his 20s, Cabana brings

Cachaa to life as a smooth, versatile elixirwith a distinctive and rich flavor. Cabana,

the first imported Cachaa to be hand craft-

ed in small batches, double distilled in cop-

per stills versus single distilled in columns

and mellowed for six months in Brazilian

Jequitiba barrels, is also noted for its inno-

vative production process, which strips out

the impurities to isolate the desirable char-

acteristics.

We set out to introduce something

American consumers had never experienced

a truly super-premium cachaa, worthy ofsitting alongside Grey Goose, Patron and

other super-premium and luxury category

leaders, says Anttila. Thanks to an inno-

vative production process developed by our

master distiller, Cabanas versatility and

quality has led it to be embraced by mixolo-

gists and sophisticated consumers in the

most exclusive locations places cachaa

would never have worked in before.

BOCA LOCABoca Loca, a full-bodied cachaa with subtle

floral notes mingled with melon, honey anda pure sugar cane finish, comes to 24 states

in the U.S. market in a clear, lean and

clean bottle with a striking logo. Inside the

bottle, it has all the qualities expected in a

premium spirit from the hand harvesting of

the sugar cane at its peak of sweetness

through to single batch fermentation and

hand bottling.

While Boca Loca is preparing for

launches in the UK and Germany, it also

has several flavored Cachaas in the works.

While the introduction date of the flavoredvariation has yet to be set, other improve-

ments are underway, such as a new sleeker

bottle with their screw top enclosure. To

further boost its profile among mixologists

and members of the trade, it is assuming a

sponsorship role in this summers upcoming

Tales of the Cocktail in New Orleans.

SAGATIBAMarcos de Morae was vacationing in the

Mediterranean when he noticed that

Cachaa was gaining popularity world-

wide. He also noticed, as a proudBrazilian,

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