Inside
2 INDUSTRY INSIGHT
BIN
By Alan Forester, CPA, Attorney
4 INDUSTRY EVENT
6 2009 NIGHTCLUB & BAR
CONVENTION AND
TRADE SHOW
6 CATEGORY FOCUS
THINKING OUTSIDE THE CORK
No Budget for the real stuff?
There are numerous varieties of
inexpensive sparkling wines –
and not all of them want to
taste like Champagne
12 HOLIDAY PROMOTION
TSINGTAO BEER
Tsingtao is bullish on the
Chinese New Year 2009
marketing campaign that
plays upon the endurance
and strengths of its beers
20 14 BEER DEPARTMENT
WHAT’S BREWING
12 20 COVER FEATURE
GENERACIONES NEXT!
Sauza’s prestige brand
Tres Generaciones defies
industry and economic gravity
with a sleek new look and
innovative marketing that
puts their history in a
bright new light
32
4
30
30 INDUSTRY EVENT
BOLS GENEVER’S
COOL CALIFORNIA DEBUT
Beverage Industry brass toast
the Western U.S. Launch of
Bols Genever—The World’s
Most Authentic Spirit
32 BIN FEATURE
JIM MYERSON REMEMBERED
California Businessman and
Entrepreneur Jim Myerson,
brought sweet creativity to
Wine Warehouse and
21st Century Spirits, his
beverage industry endeavors
34 BRAND PROFILE
DONQ RUM
36 SPEAK EASY
JIM CLERKIN
An informal conversation with
Chief Operating Officer and
Executive VP, Moët Hennessy USA
38 INDUSTRY NEWS
40 INDUSTRY NEWS
THE 2008 U.S. DRINKS
CONFERENCE
42 NEW PRODUCTS & PROMOTIONS
44 POUR OF THE MONTH
THE LOCAL KING OF “CALL”
DEL REY BEVERAGE DISTRIBUTORS
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY VOLUME 95, ISSUE NUMBER 30
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 FOUNDED IN 1934
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spending decisions. There is not much room to cut essential expenses like food and shelter.
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cigarettes, chocolate and greasy food? 626 377-2510
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presumably because it provides an escape from reality. But while consumption increases, CONTRIBUTING EDITORS
consumer expenditures on alcohol decrease as a result of the reduction in consumer’s Juan Alverez
income. To put it another way, people consume more but cheaper brands of alcohol when Kristen Wolfe Bieler
the economy is bad than when it is good. Moreover, reduction in alcohol expenditures is Dale DeGroff
Jeffery Lindenmuth
mild. Many consumers still consider alcoholic beverages an “affordable indulgence,” despite
Ed McCarthy
the hard times. Gregg Glaser
Cheaper alternatives abound in the alcohol industry. If imported wine is too expensive, Wilfred Wong
you might try the domestic wineries. If Russian vodka is too expensive, how about a beer? EDITORIAL DIRECTOR
Don't have enough for an import? Try a domestic. If the bar tab is too much to handle, stop Victoria Vann
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2 BIN 2 0 0 9 • I S S U E 1
 INDUSTRY EVENT

HOT
STUFF!
The 2009
Nightclub & Bar Convention
and Trade Show Delivers

By Donna Hood Crecca,

Courtesy of Nightclub & Bar Magazine

oday, the big questions for nightclub, bar, restaurant, hotel, casi- concoctions by presenting original recipes

T no and cruise line beverage pros is how to drive sales, satisfy the
guest and stay on the cutting edge of hospitality in this challeng-
ing environment. Answers can be found at the 2009 Nightclub & Bar
that will be judged by a panel of the nation's
leading mixologists.
For more information on the Nightclub
& Bar Convention and Trade Show, includ-
Convention and Trade Show, March 1 – 4 in Las Vegas. ing the educational program, visit www.night-
club.com or www.ncbshow.com. 

Attendees will discover the keys to their
success in 2009 among the more than 2,000
exhibitor booths showcasing the latest inno-
vations from spirits, wine, beer, energy
drinks, mixers, equipment, food, glassware,
lighting, sound, furnishings and other key
product suppliers, and learn how to cope and
even excel in 2009 from the slate of out-
standing keynote and educational program
speakers.
Additional answers to the big questions
can also be found at two premier shows co-
located with the Nightclub & Bar
Convention and Trade Show: International
Restaurant Show and HotelWorld Expo.
The three events make up International
Hospitality Week, which draws 30,000 pro-
fessionals in the food, beverage and lodging
industries from the United States and 22
countries to Las Vegas.
New this year, all Nightclub & Bar reg-
istrants receive an International
Hospitality Week Club Pass, which serves
as an all-access pass to the hottest of the
hot Las Vegas clubs: TAO Nightclub at the
Venetian; LAVO Nightclub at the Palazzo;
Prive Nightclub at Planet Hollywood;
ROK Vegas at New York, New York; THE EXHIBITS
MOON Nightclub, RAIN Nightclub,
Ghostbar Ultra Lounge and The Playboy
More than 2000 booths will showcase
Club, all at the Palms; and Body English at products in the following categories:
Hard Rock Hotel. Beer, Wine and Spirits
During International Hospitality Week, Energy Drinks and Mixers
networking opportunities abound, beginning Beverages (non-alcohol)
with the Welcome Kick-Off event on Beverage Service
Sunday evening, March 1 at the Mandalay Food/Foodservice Equipment
Bay Ballroom, sponsored by the Distilled Glassware
Spirits Council of the United States (DIS-
Décor and Furnishings
CUS). The Nightclub & Bar Top 100 Party
at brand new Vegas hot spot XS in the Wynn
ATMs
will celebrate the nation’s leading independ- Promotions
ent nightclub, bar and lounge operators. Coin-OP
Additional events provide ample opportuni- Lighting and Sound
ty to network with colleagues, partners and POS/Technology
friends new and old. Surveillance/Security
Well-crafted cocktails are big business, Apparel/Uniforms
and today’s rising mixology stars will go head Coffee and Tea
to head during the Shake It Up 2009 compe-
Health/Hangover Remedy
tition on the exhibit floor. Sponsored by
Nightclub & Bar and Southern Wine & For a current list of all exhibitors,
Spirits, the event showcases the top talent visit www.ncbshow.com.
demonstrating their skill, flair and creative

4 BIN 2 0 0 8 • I S S U E 1
8 BIN 2 0 0 9 • I S S U E 1
With a striking new label
and competitive retail price,
the 2001 Royal Cuvée is
one of Gloria Ferrer’s most
heralded sparklers

Gloria Ferrer Sparklers

Perfect for Food Pairing,
Anytime!

T
he perfect start to any meal, sparkling
wine offers versatility in food pairing
and complements a variety of flavors for
any occasion throughout the year. In today’s
uncertain economy, it is the sparkling wines
from California that captivate our attention
for their ability to combine quality and value
in wines that stand up to their more expen-
sive Champagne counterparts.
Gloria Ferrer Caves & Vineyards, crafts six
distinctive and diverse sparkling wines at a
variety of price points. Each individual
sparkling wine exhibits generous fruit aromas
and flavors, fine mousse and a persistent, crisp
finish, and all are crafted in the traditional
méthode champenoise style. As a result,
Gloria Ferrer has received over 260 Gold
Medals in the past five years at wine competi-
tions across the country, more than any other
California sparkling wine house.
The 2001 Royal Cuvée is one of Gloria
Ferrer’s most heralded wines, having just been
awarded 93 points by both the Wine
Spectator, where it was named their top
California sparkling wine, and Wine
Enthusiast, where it was honored in the Top
100 list. With a striking new label and com-
petitive retail price of $35, the 2001 Royal
Cuvée will be an easily recognizable wine for
consumers this year. Gloria Ferrer’s 2004
Blanc de Blancs (SRP $24) is another notable
wine. Crafted entirely from hand-harvested
Chardonnay, this sparkling wine spends more
than three years cellar aging on the yeast,
offering complexity and lasting effervescence.
From classic pub fare to exotically interna-
tional small plates, Gloria Ferrer sparkling
wines are perfect food pairing companions at a
great price.  10 BIN 2 0 0 9 • I S S U E 1
 HOLIDAY PROMOTION

STRONG AS AN OX,
SMART AS A FOX
Tsingtao is bullish on the Chinese New Year 2009
marketing campaign that plays upon the
endurance and strengths of its beers.
he Tsingtao brand continues to have much to celebrate as it

T enters the New Year. Tsingtao Lager remains the number one
imported Chinese beer in the United States, while its sister prod-
uct, the smooth and light-tasting Tsingtao Pure Draft (which is now avail-
print-quality Chinese New Year posters and
wallpaper free on the site. The site includes
new Chinese recipes from renowned celebrity
Chef Martin Yan, which he devised to com-
able nationwide), will be featured on vibrant, new dual-branded point-of- plement both Tsingtao Lager and Pure Draft.
sale sure to increase brand awareness during its number one selling period. Web surfers can also learn how to say “Happy
New Year” in various Asian languages.
“Chinese New Year is the perfect time easel cards and tuck-in price cards. A chain From Willett’s perspective, pairing food
for retailers to generate ad features and dis- grocery program will feature “Year of the Ox” with beer continues to be a successful sales
plays for both Tsingtao brands,” affirms Tom coupon booklets at Tsingtao displays, with strategy in the on-premise channel, since
Willett, Tsingtao brand manager for Crown savings off the combined purchase any food is consumed with beer in 66% of all din-
Imports, Tsingtao’s U.S. importer. “We Tsingtao Beer brand and beef, chicken or ing occasions, according to a 2008 survey
encourage on- and off-premise accounts to sushi. conducted by Technomic consumer research.
take full advantage of this unique promo- “Since many of our grocery retailers offer Additional research recently released by the
tional opportunity by utilizing all Tsingtao fresh, ready-to-eat sushi in the seafood dept., National Restaurant Association and IRI
thematic materials to celebrate the ‘Year of Tsingtao’s coupon booklets offer our whole- shows that beer/food pairings and the popu-
the Ox.’ When we look at the on-premise salers a perfect opportunity to target out-of- larity of Asian food continues to grow.
channel, our California Field Sales teams the beer department displays,” affirms Pairing Tsingtao’s beers with Pan-Asian and
and Tsingtao wholesalers plan to target new Willett. “In doing so, we will help increase other food styles will remain as “a key brand
distribution and conduct promotional nights check-out ring and retailer profits. Also, growth platform to build upon in 2009.”
in accounts that align perfectly with California coupon booklets will include a “When you combine the popularity of
Tsingtao Lager and Pure Draft’s distinct special discount on popular Chinese Master Asian food, today’s cooking shows and
brand personalities.” Chef Martin Yan’s latest cookbook. celebrity chefs, Tsingtao’s brands will contin-
In California, retailers can celebrate Bar and restaurant accounts, meanwhile, ue to offer a relevant and compelling mes-
Chinese New Year and ring in (and ring up) can get into the spirit by decorating estab- sage to evolve our brands from ‘Chinatown
increased sales and profits by featuring lishments with bamboo wall calendars, to Downtown,’” he says. “Our exciting new
Tsingtao Beer’s 2009 “Year of the Ox” on- acrylic menu holders with per- brand alliance with Chef Yan, meanwhile,
and off-premise retail promotion materials, sonalized “Year of the Ox” will help us to drive sampling with a much
which will run throughout January and inserts, bright red hanging larger, general market consumer base. Also,
February 2009 (with the Chinese New Year lanterns, two-sided satin banners we’re optimistic about working with Chef
celebration lasting from January 26 through and pennant strings. Yan to increase distribution for key Tsingtao
February 9, 2008). Carrying old traditions to packages in California retail channels.
For retail off-premise clients, Tsingtao new heights in cyberspace, mean- Many of the “Yan Can Cook” Road Show
Beer serves up many visually arresting 2009 while, the Tsingtao Web Site visits will include stops in California cities,
“Year of the Ox” point-of-sale items (www.tsingtaobeer.com) will be and the Tsingtao brand will enjoy extra visi-
guaranteed to generate consumer bursting with Chinese New Year bility thanks to inclusion in Yan’s cooking
excitement among consumers, includ- fun facts as well as serving sugges- demos and custom recipes
ing bright red hanging lanterns, two- tions and food pairing ideas. Fans For more information, visit www.crown-
sided satin banners, pennant strings, of the brand will be able to download importsllc.com. 

12 BIN 2 0 0 9 • I S S U E 1
14 BIN 2 0 0 9 • I S S U E 1
16 BIN 2 0 0 9 • I S S U E 1

BEVERAGE INDUSTRY NEWS
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WHAT’S BREWING
THOMAS HOOKER
BREWING
When Thomas Hooker Brewing owner
Curt Cameron took over the company in
2006, his mission was to make Hooker
the first choice among Connecticut beer
drinkers by instilling a pride in a local,
award winning brewery.
Today, Thomas Hooker offers Seven
ales and Three lagers including Blonde
Ale, Hop Meadow IPA, Irish Red,
American Pale Ale, Hooker Lager,
Watermelon ale, Imperial Porter, Liberator
Doppelbock, Old Marley Barleywine,
and their world famous Octoberfest which
was just ranked the best Octoberfest in the
World by the NY Times Tasting Panel.
In addition to making great beer, the
brewery hosts events at their new facility
on Tobey Road in Bloomfied, CT.
Cameron says” We built the new
facility for several reasons, first of course
was expansion to give us the ability to
keep up with the rapidly growing
demand for our product here in CT, and
in other states who we have been fielding
countless requests from. The other reason
is so that we can play host to visitors.”
Cameron feels that inviting the public in to
not only see, but experience the brewery
is one of the key components to building
the brand and creating a local following.
The public can visit the brewery for tours
and tastings every Saturday from 12 to 6,
and on the first and 3rd Fridays of the
month from 5 to 8pm, the brewery hosts
an “open house” where for $10, fans get
a pint glass, and can taste, tour, and
enjoy a great start to the weekend. The
best part is that the event benefits the
breweries main charity “The Village for
Children and Families”, to which
Cameron has a special connection.
In addition to growing the brand, the
brewery has addressed the brewing
industries raw material shortage by grow-
ing their own hops. On Cameron’s prop-
18 BIN 2 0 0 9 • I S S U E
erty in New Hartford CT, they have plant-
ed what they affectingly call the Hooker
Hop Farm. In addition to allowing the
brewery to wear the “CT Grown” desig-
nation, they hope to address the skyrock-
eting costs of hops. For more info visit
www.hookerbeer.com
BITCH CREEK ESB
WINS BIG AT U.S. BEER
TASTING CHAMPIONSHIPS!
In its 20th year, Grand Teton Brewing
Company has won again with their leg-
endary Bitch Creek ESB. The 2008 sum-
mer results for the United States Beer Tasting
Championships are in and Bitch Creek ESB
was announced as their overall Grand
Champion in the Bitter/ESB category.
Bitch Creek ESB was also recognized
as the Best of the Northwest/Pacific in the
same category. Grand Teton Brewing’s XX
Mountainberry Double Wheat Ale was
recognized as Best of the
Northwest/Pacific for the Fruit Beer cate-
gory. XX Mountainberry was the 2008
summer release from Grand Teton
Brewing’s renowned Cellar Reserve series.
Over the last few years, Bitch Creek
ESB has become dominant at the highest
level of beer competitions. This year
alone, it has been awarded and recog-
nized at the World Beer Cup, North
American Brewers Awards and the most
prestigious Great American Beer Festival.
To win consistently at this level requires a
truly superior brew.
Bitch Creek ESB perfectly balances
big malt sweetness and robust hop flavor
for a full-bodied, satisfying mahogany
ale. Like the creek for which it’s named,
Bitch Creek ESB is complex, full of char-
acter and not for the timid.For more info
visit www.GrandTetonBrewing.com.
1
Generaciones NeXt!
Sauza’s prestige brand Tres Generaciones defies industry
and economic gravity with a sleek new look and innovative
marketing that puts their history in a bright new light.

By ELYSE By Elyse Glickman

 Western Business Unit of Beam Global

F
or several generations of American tequila drinkers, key sell-
Spirits and Wine. “This is a premium
ing points for premium brands have included the family trees product that comes out of the distillery
that made everything happen in this
of tequila dynasties wholly committed to perfecting the art of
category. In the past, the wonderful,
the spirit and the adherence to time-honored distillation traditions. rich history has not been told as
strongly. For this reason, our responsi-
However, as younger generations of tequila drinkers explore their
bility to the distributors, restaurateurs
options, newer players in the category have wooed them with archi- and bartender communities is to not

tectural package design, lifestyle-driven ad campaigns and the sexi-

ness of lounge and cocktail culture.
On top of that, old guard tequila
brands also need to factor in the cur-
rent economic climate and how that
may affect their future as the category
continues to expand. With all of these
considerations in mind, however, the
Tres Generaciones team has taken
action while closely guarding the his-
tory that has made them a mainstay in
the tequila world. They came up with
an ingenious way to bridge the differ-
ent generations of tequila drinkers, in
the form of a relaunch that reconciles
the company’s historic roots and legacy
with a fresh, contemporary look and
attitude for the new century. And with
all of those updates comes a marketing
push to match.
“We (at Beam Global Spirits &
Wine) decided to relaunch the Tres
Generaciones expressions because we
saw an opportunity to appeal to con-
noisseurs specifically about the history
and heritage of Sauza as well as the
passion, knowledge and wisdom that
goes into every bottle,” states Derek
Sauls, who serves as a US Super
Premium Brand Manger for Tres
Generaciones. “With the rise of the
super-premium category, the timing of
the relaunch couldn’t be better. ‘Three
G’s,’ as some people like to call it, is at
its heart a great tequila that embodies
the art and craftsmanship of what
makes a great tequila and what it
should taste like. Furthermore, the
relaunch of the brand will ultimately
enable us to get across key messages
about the greater Sauza history and
legacy to consumers, as well as the
craftsmanship and triple distillation
process that differentiates it from other
brands.”
What’s Old is New Again
In providing a refresher course on Tres
Generaciones’ history, it is important
to note the legacy of those Tres
Generaciones or three genera-
tions of tequila craftsmen
Sauls mentions repeatedly-
-Don Cenobio, Don Eladio and
Don Francisco Javier Sauza—fig-
ures strongly into the package re-
design. What’s inside the bottles,
meanwhile, continues to deliver what
made this brand one of the most his-
toric in the category. An industry pio-
neer, Don Cenobio Sauza created his
signature Sauza tequila in 1873
and was the first to bottle and
export the spirit and call it “tequi-
la”. During his long career, Don
Eladio, spent the second generation
bringing worldwide recognition to
Sauza as well as introducing new meth-
ods to the process of making great
tequila. Grandson, Don Francisco
Javier, who brought Sauza tequila into
the modern age by improving on his
father’s techniques and, in honor of his
father and grandfather, created Tres
Generaciones.
“What we are hoping to do at the
distributor and trade level is retell the
history of the brand, which is amazing
when you consider this is the company
that professionalized the distillation of
tequila and grew the business,” says
Pryce Greenow, General Manager,
Entertainment in
Tres Generaciones
TRES GENERACIONES
ULTIMATE MARGARITA
1 1/2 parts Tres Generaciones
Plata Tequila
1 part premium triple sec
1 part premium orange liqueur
1 part fresh lime juice
Rim the outside of a mar-
garita glass with lime and
dip into salt. Fill a drink shaker
with ice and all of the ingredi-
ents. Shake and strain into chilled
martini glass. Serve chilled.
TRES GENERACIONES NEAT
1 1/2 parts Tres Generaciones
Anejo Tequila
Fill snifter with tequila and sip
Simplicity at its finest
TRES GENERACIONES ROCKS
1 1/2 parts Tres Generaciones
Reposado Tequila
3 cubes of ice
1 slice of lime
Fill glass with ice and a slice of
lime, and pour over the tequila
 COVER FEATURE continued
only remind them about the history,
but also demonstrate that this history
is nothing without the quality of the
product behind it. We have a strong
relationship with the US Bartender
Guild based in San Francisco, which
we hope will help in terms of the kind
of outreach work we are trying to do
initially. Tres Generaciones represents
the best expression of tequila that
came from the Sauza family, who was
the first family of the tequila. It’s a
wonderful story that has been told, but
we want to amplify that.”
According to Sauls, the first, very
limited run of Tres Generaciones tequi-
la was created for a small, very exclu-
sive group of family and friends to com-
memorate a century of tequila innova-
tion. Though Don Francisco Javier
Sauza did not know it at the time, this
gesture—complete with hand-blown
and hand-numbered artisan bottles—
ended up becoming industry standard-
bearer from the inside out. It was a
foreshadowing of things to come three
decades later, when ultra-premium
tequila became a category in its own
right. However, the grandson’s drive to
}
“What we are
hoping to do at the
distributor and trade
level is retell the
history of the
brand, which is
amazing when you
consider this is the
company that
professionalized
the distillation of
tequila and grew
the business,”
– Pryce Greenow,
General Manager, Western
Business Unit of Beam Global
Spirits & Wine
}
Pictured L-R:
Pryce Greenow - General Mgr.- West Region &
Doug Gibson - Division VP West Coast Division
Beam Global Spirits & Wine, Inc.
innovate was in line with his forbear-
ers. Back in 1873, Don Cenobio Sauza
created the signature style of tequila
when he opened his first distillery, La
Perseverancia, and became first distiller
to dare to bottle the spirit and actually
call it tequila. When Don Eladio
picked up the reins, he set out to
improve upon the tequila-making
process. Because innovations on Don
Eladio’s watch brought wider recogni-
tion and respect to the Sauza family,
Francisco Javier, in turn, was moved to
create Tres Generaciones to honor his

father and grandfather who trans-
formed a regional spirit into an interna-
tional phenomenon.
“All together, the three of them
were tequila pioneers who set out to
define this category of tequila and
make Sauza one of the most recogniza-
ble names of tequila in the world as
well as one of the world’s best selling
tequilas today,” affirms Sauls.
“Francisco Javier Sauza’s intention was
to create something special to cele-
brate the Sauza family’s three-genera-
tion commitment building the tequila
industry as well as to pay tribute to his
father and grandfather. Even though
Tres Generaciones in its new form will
be new to some audiences, we won’t
lose sight of the contributions of the
three Sauza Dons who were true pio-
neers of this industry nor the quality
that has kept it front and center. Just
as they passed all the knowledge, skills
and wisdom of crafting tequila down
22 BIN 2 0 0 9 • I S S U E
through time, from generation to gen-
eration, we want to cultivate that and
be true to that in terms of how Tres
Generaciones is marketed to our
clients and final consumers. Through
the events and promotions we will be
doing throughout 2009, recognizing
the next generation of high achievers”
Message on a Bottle
As the Beam team and the distributors
get together to implement and carry
out various programs and practices for
a product, Sauls notes the bottle’s new
design tells a large part of the Sauza
family story as well as up the glamour
quotient for younger legal purchase age
tequila drinkers that want something
that is high in quality, something
“new” and a rediscovered treasure from
an “old school” time.
“The new bottle design contains
several visual references to the quality
of the product and the historical lega-
cy of the Sauza Dons,” explains Sauls.
“The triple distillation process that
defines Tres Generaciones is called out
on the label along with the 1873 date,
when La Perseverancia was founded by
Don Cenobio.”
Unlike other modern ultra premi-
um tequila brands dressed in architec-
turally-designed bottles, the Tres
Generaciones new bottle is more about
consistency and preservation of ideas
that have made it cutting edge
throughout its history. Other artistic
flourishes and designs on the new bot-
1
 COVER FEATURE continued
tle celebrate the accomplishments of
the three Sauza Dons. There are three
agave leaves on the back of the bottle
and three medallions on the front of
the bottle to symbolize and honor the
three founding Sauza Dons. There is
also a Sauza family crest that appears
on the neck of the bottle that serves as
another reminder of the heritage and
history of the three Sauza Dons’ contri-
butions to modern tequila production
and enjoyment.
The launch of the new packaging
may have a great new contemporary
look to it, according to Doug Gibson,
West Coast Division VP at Beam
Global Spirits & Wine, but he wants
to make it clear to consumers at all lev-
els that the quality of what’s in the bot-
tle remains the same.
“During this year, marketing to the
trades, we’re getting back to basics and
talking to people in the industry about
Tres Generaciones’ core values and
making sure the name is top of mind to
these influential people, even with all
of those other brands out there,” says
Gibson. “I have had the good fortune
of being affiliated with the brand and
this portfolio of products for over 15
years. During this time, the thing we
have built our business (with people in
24 BIN 2 0 0 9 • I S S U E
the trade) on is that tequila education
is the key for getting the message
across. We treated this brand when
approaching our trade base the way
sommeliers would approach fine wines.
We carry product in our bags so we can
go into meetings with our restaura-
teurs, bartenders, retailers and other
professional clients and have a mean-
ingful conversation about the quality
that goes into every bottle. We go out
there and tell people about the Sauza
family history and what each Don did
to bring tequila production to the next
level of excellence, as well as what
makes the creation and distillation of
Tres Generaciones different from the
other ultra premiums.”
A Window of Opportunity
Speaking of preservation, Beam’s team
emphasize repeatedly that their cur-
rent marketing tactics are not about
the “new” old thing or the “new, new”
thing, but of keeping traditions alive
for the next generation of tequila con-
noisseurs and aficionados through edu-
cation, from the trade level down to
the consumers.
We were fortunate that the quality
of what was in the bottles was consis-
tent. However, over time, we did get
away from the history a bit and wanted
to shift the message back to its history.
While we acknowledge there are a lot
of great tequilas out there, Tres
Generaciones is one of the originals.
The brand enters 2009 with the
introduction of its marketing lynchpin,
The Tres Generaciones Society.
According to Sauls, the charter mem-
bers of this exclusive consumer group
consist of, “top tier tastemakers, busi-
ness leaders and other key members of
the tequila community.” Those invit-
ed into the Tres Generaciones Society
can log onto a special Tres
Generaciones micro website, to share
their own exclusive knowledge and
wisdom about their craft / profession
and tequila—particularly the Tres
Generaciones brand—and exchange
1
Coastal Eddie
Internationally renowned mixologist Eddie
Perales moves into the mix as Sauza’s
brand ambassador
Eddie Perales, a 25-year beverage
industry veteran who has participated in
bartending contests around the globe
(including the prestigious 42 Below
Cocktail World Cup in New Zealand) and
has long-been a member of Las Vegas’
mixology vanguard, is now bringing his
passion and artistry to the Sauza family
and the Tres Generaciones brand.
In his new post, Perales will be spend-
ing a significant amount of 2009 traveling
around California to on-premise accounts
not only relaying the Tres Generaciones
story from his perspective, but also through
his talents as a mixologist, reestablishing its
position as one of the industry’s top ultra-pre-
mium brands. He will be teaching bar-
tenders and restaurateurs how to showcase
the complex layers of flavors, fragrant
agave aromas and the shimmering silver,
gold and amber hues of Tres Generaciones.
He will use a variety of recipes as teaching
tools that highlight the spirits unique qualities
without overwhelming attendees less experi-
enced mixing cocktails.
Perales will also be explaining how
Tres Generaciones is a significant leader in
an industry shift where tequila—the fastest
growing spirit on the market—is widely
being embraced as a viable alternative for
vodka or rum in different popular cocktails.
Through his work for Tres Generaciones, he
will be encouraging those in attendance to
use all of their senses when making a pres-
entation for their customers and introduce
them to every aspect of the spirit, noting the
freshness and adaptability of each Tres
Generaciones variety in ways that also illu-
minates its stellar history.
 COVER FEATURE continued
information to learn new things about
it from their peers. The site will also
feature news about new developments
in the brand, cocktail ideas and special
members-only events taking place
throughout the country.
“Tres Generaciones is poised to
help revitalize the lost practice of shar-
ing wisdom and knowledge for the
next generation, just as the Sauza fam-
ily has done,” says Sauls. As one Sauza
honored the achievements of the per-
son who came before him, the Tres
Generaciones brand in effect will be
honoring three generations of distinc-
tive achievers in key industries across
the country throughout 2009. To fur-
ther pinpoint these individuals, we are
reaching out to different social media
groups and we are partnering with
Business Week to reach out to individ-
uals who we see as high achievers and
influencers who can carry that message
on to other people in various key mar-
kets across the country, Los Angeles
being one of those markets.”
Sauls adds that the process that was
done to find society members and
develop effective marketing for the

relaunch of Tres Generaciones is in
keeping with general marketing prac-
tices at Beam Global Spirits & Wine,
in terms of how team members at each
brand deliver the company’s overall
vision of “Building Brands People
Want to Talk About” while carrying
out the specific messages about what
makes those individual brands unique
in the market place.
“We groom all of our brands,
including Tres Generaciones, to be
products people want to talk about,
through a certain set of tools, princi-
ples and processes for our marketing
efforts that work on a variety of levels,”
he adds. “In the case of our society,
what we’re doing is we’re inviting a
group of select people with a shared
passion for this product, and a goal to
attain a similar level of excellence in
their own careers. After they have
been in the society and understand the
26 BIN 2 0 0 9 • I S S U E 1
process of keeping the messages behind
Tres Generaciones’ crowning achieve-
ments alive, we encourage them to
invite their friends, family and col-
leagues to join this society. This is how
we hope to see it grow.”
Taking It From the Top
While Sauls focuses on the strategies
needed to capture the imagination of
consumer tequila connoisseurs,
Greenow and Gibson are also involved
in awareness programs designed to gen-
erate the same level of enthusiasm
among wholesalers, distributors and
accounts. Greenow points out that
while the new “Society” will help “build
a better conversation between ourselves
and the consumers about the products,”
they intend to invest a significant
amount of time, attention and money
to ensure brand history and messages
that get out to key decision makers in
the trades is meaningful and lasting.
“We are not doing anything for
Tres Generaciones on the cheap
because we ultimately want to main-
tain our solid foundation and find
effective ways to link what we are
doing with consumers to the trade and
vice versa,” asserts Greenow. “At the
current time, our focus is on outreach
to distributors who will then pass valu-
able knowledge and key messages on
to their accounts. The first three
months of 2009 will be intended to
reintroduce the product to the trade,
who will in turn ensure there will be
product on the market.”
Greenow then describes an ambi-
tious new brand incentive program
that mirrors the history that defines
Tres Generaciones’ brand identity.
“There is a beautiful pewter replica
of the new bottle shape that comes in
a wonderful gift case, and what we are
doing is recognizing people across a
range of different people three genera-
tions of success,” Greenow explains.
“For example, we would go to a client
like Southern Wine and Spirits, and
pay tribute with this package to veter-
History: New and Improved
The relaunch also emphasizes continued
improvements that ensure Tres
Generaciones Plata, Reposado and Anejo
tequilas will continue to make history.
“Whether it is consumed straight, on
the rocks, or in a margarita, Tres
Generaciones will always deliver a
great experience,” Sauls points out.
“The Plata is a crystal-clear, unaged
tequila made from 100% Weber blue
agave that is heightened by the triple
distillation process for a clean, smooth
taste and an aroma with hints of citrus
and sweet floral notes. The Reposado,
also made from 100% Weber Blue
Agave and triple distilled, is aged in
American oak barrels for at least two
months. It has a bright gold color and
flavor notes of wood, pepper, herbs,
spices. The Anejo, which Sauls empha-
sizes is the crowning achievement for
this brand and the family, is aged for at
least 12 months in charred American
oak, which in turn enhances the 100%
Weber Blue agave with subtle flavors
imparted by charred wood of caramel,
vanilla and finish of rich oak.”
The timeless appeal of the line will
also be prevalent, as Sauls and his
forces will be working with mixologists
to develop recipes showcasing the
unique qualities of each tequila. These
programs also involve educating key
account people and other staff Sauza
Tres Generaciones’ history. National
tequila ambassadors will be working
with people in California to keep them
updated on the production process and
historical legacy.
 COVER FEATURE continued
an members of the group who set the
distributor on the right course for the
brand in the early days, the middle
generation who took our brand and
brought it to new levels of success and
then the up-and-comers who are
bringing the brand into the future.”
Gibson further explains that while
Beam is working hard to help whole-
salers and distributors continue take
pride in their association with the
brand, it is important to reward industry
veterans for having taken on responsi-
bility of helping build it and maintain
its status in the past and recognize the
efforts of newer people in the chain who
have shown that they are invested in
bringing the brand into the future.
“What the Sauza Dons ultimately
did was pioneer tequila as an industry,”
assesses Greenow. “It is a relatively
recent process (compared to others
}
“California is not
just a great tequila
market, but a great
market for Tres
Generaciones across
the board...It’s a
perfect market for
us in that it is easier
for us to reach tequila
connoisseurs, and
offers an ongoing and
strong means to
continue educating
those consumers about
the three Sauza Dons
and their contributions
to the tequila category
and marketplace.”
– Doug Gibson
Div. VP , West Coast Division
Beam Global Spirits & Wine
}
28 BIN 2 0 0 9 • I S S U E 1
which are
over 1000 years old),
where enterprising people
took some distillation
methods developed by
Spanish colonialists, then refined it,
created an industry and brought it to
the next level. When it comes to our
partners in distribution, charity retail
and restaurants, we are looking to work
with people who have that same pio-
neering spirit as the Sauza family.
Tres Generaciones greatly con-
tributed to the ultra category…the best
expression of what tequila could be.
Today, in addition to changing people’s
perception of tequila being a ‘party
drink,’ we are giving tequila the package
it deserves and restoring it to its proper
status and place in the ultra-premium
category. Furthermore, we are providing
an epic story context any supplier would
kill to have behind his brand. I see the
process as polishing a diamond to reveal
its extraordinary character.”
The Real Stars of the Show
While several familiar ultra-premi-
um spirits brands have adopted equally
familiar celebrities to represent their
products, Beam Global Spirits & Wine
has made it known that the leading
men of Tres Generaciones will remain
the Sauza Dons.
“We are not looking to partner with
celebrities,” declares Sauls. “We want
to connect with real people—high-
achievers across different industries
eager to share what they know about
what makes a fine tequila with the next
generation of young connoisseurs. We
want to bring back the idea that her-
itage, quality and the art of tequila
should be preserved by passing it along,
just as doctors pass what they know to
emerging medical professionals, execu-
tive chefs pass info along to culinary
school grad-
uates and veteran
mixologists pass along to new
maverick bartenders behind the
bar.”
Gibson, meanwhile, notes that
unlike other ultra premium spirits brands,
there is no shortcut to achieving Tres
Generaciones’ ambitious goals through-
out 2009. Conveying the messages effec-
tively requires the team to make sure
wholesalers and distributors have product
available for sale to on- and off-premise
accounts, complete with the story of
what made Tres Generaciones one of the
world’s leading tequilas.
“An ideal situation for us is to start
the education process with wholesalers to
ensure they are fully re-educated on key
messages, especially as new reps enter the
company all the time,” notes Gibson.
“Later in the spring, especially for off-
premise accounts, we hope to re-intro-
duce the strategy of hosting special tequi-
la tasting dinners to offer educational
value, especially pairing tequilas with
foods the way you would with wines.”
Sauls notes that California is one of
the star states when it comes to industry

support of the brand as well as continued
consumer interest. To keep the momen-
tum of the relaunch going throughout
2009, the team is continuing a push to
reinforce key partnerships with on- and
off-premise accounts to bring in new
generations of clients via ongoing sup-
port and recognition of the day-to-day
efforts of distributor partners.
“California is not just a great tequila
market, but a great market for Tres
Generaciones across the board,” affirms
Gibson. “It is easier for us to reach tequi-
la connoisseurs, and offers an ongoing
and strong means to continue educating
those consumers about the three Sauza
Dons and their contributions to the
tequila category and marketplace.” 
 INDUSTRY EVENT

Having a BOLS (Genever)

in San Francisco
Beverage industry brass toast the Western U.S. Launch
of Bols Genever—The World’s Most Authentic Spirit

THE HOLLAND HOUSE

Glass: A small pre-chilled martini-
cocktail glass.
Ingredients:
1 3/4 shots of Bols Genever
3/4 shot of Noilly Prat dry vermouth
1/2 shot of freshly squeezed
lemon juice
1/4 shot of maraschino liqueur
Technique: Shake the ingredients with
large, hard, cold ice cubes and
double-strain into the glass.
Garnish: Spray and rim a zest of lemon.
Tal Nadari, Piet van Leijenhorst - Master Distiller, David Wondrich, Historian/Author and
Sandie van Doorne, Hubb van Doorne Jonny Raglin - Bartender Piet van Leijenhorst - Master Distiller
This strong, dry, complex cocktail was
the signature drink of the Holland House,
once one of New York’s finest cocktail
bars and the former workplace of Harry
n October 1 of last fall, Lucas Bols of Amsterdamn, Holland Craddock before he moved across to the

O heralded the U.S. debut of its premium Genever spirit to the

U.S. market in San Francisco. The first order of business
was to drive home the fact that Genever is not gin, but maltwine—a cate-
Savoy Bar in London.

The Very Old Fashioned

Glass: A shortdrink (rocks) glass.
Ingredients:
gory on to itself integrating corn, rye and wheat in addition to botanicals 2 shots of Bols Genever
over the distillation process. A select number of guests in the beverage 1/2 barspoons muscovado sugar
2-3 dashes Jerry Thomas’
industry experienced the difference for themselves as part of a special Own Decanter Bitters
luncheon staged at one of San Francisco’s historic mansions. 1/2 shot Rich sugar syrup (2:1)
Technique: Stir a shot of genever with a
Lucas Bols, the world’s oldest distilled spir- Imported by Cattani Imports and distrib- dash of bitters and a small amount of
its brand, has produced this spirit in the uted by Young’s Market in California muscovado sugar, using large, cold, hard
ice cubes. While still stirring, keep adding
past, and the spirit itself has been in and Southern Wine & Spirits in New
ice and tasting, until you reach the
production for two centuries. However, York. According to sources at Bols, this desired point of ice dilution, sugar
what this special debut marks is the event (which included cocktails made solutions and flavour.
rebirth of Bols Genever, considered to from the recipes below), was literally Garnish: Spray and rim a zest of
be one of the ‘original white spirits.’ just a taste of things to come. In the orange.
The entire Lucas Bols team, including next issue of BIN, Bol’s distiller and The Old Fashioned is one of the oldest
master distiller Piet VanLeijenhorst and principals will tell the story behind sorts of cocktail, and one with genever as
old-school as they get. Enjoy this stylish,
special guest speaker David Wondrich, what could be the next great spirit hit-
simple drink for what it is: a connoisseurs’
were on hand to field questions from ting the best bars in New York and drink from more than a century ago.
the select guests. California. 

30 BIN 2 0 0 9 • I S S U E 1
 JIM
MYERSON

REMEMBERED

California Businessman and

Entrepreneur Jim Myerson,
82, brought sweet creativity
to Wine Warehouse and 21st
Century Spirits, his beverage
industry endeavors.

J
Wine Warehouse. Today, it is recognized
im Myerson, described by his peers as a “modern busi-
as an industry standard bearer that sells
nessman with old-fashioned ethics,” not only leaves and distributes more than 10,000 wines,
behind the legacies of his successful family businesses beers, spirits, non-alcoholic beverages and
and Blue Ice Vodka, one of America’s vanguard vodka glassware, as one of the state's largest dis-
tributors with branches in both Northern
brands, but also a lasting impact on California’s wine and and Southern California. Starting with a
spirits industry. single container of French Burgundy,
Myerson and his brother built the business
Over the years, Wine Warehouse the opportunity to do their very best work. upon delivering quality and value to con-
(which he co-founded) and 21st Century Los Angeles native Myerson was born sumers, carefully selecting international
Spirits emerged as bonafide institutions for in 1926, where he attended Los Angeles products to represent the best offerings.
both connoisseur consumers and beverage schools. After honing his life and business Late in his life, Myerson's creative and
industry movers and shakers. However, skills at Stanford University (graduating in entrepreneurial spirit inspired the launch of
these landmark achievements were built with 1949), he went on to serve as a radio Blue Ice Vodka in 2001 for his family's
Myerson’s characteristic warmth, savvy and technician in the U.S. Navy during World 21st Century Spirits company. Blue Ice, a
good humor. His commitment to the suc- War II. After the war, he dedicated nearly premium American potato vodka made in
cess of his businesses and staff lasted up to 60 years to the Ben Myerson Candy Idaho, was for Myerson was “a fun chal-
the date of his passing, November 10, Company working with his brother Bob lenge” that he dedicated his retirement
2008. Myerson, however, was modest Myerson, one of California's oldest family years to. “Creating something new is a
about his achievements, and described his owned candy companies founded by their passion for me,” remarked Myerson last
liquor business as, “an old-school family father Ben Myerson in 1937. Myerson year, who loved the challenge of building
business with a team of valued employees, spent nine years on the board of directors his premium vodka into a national brand.
extending the Myerson family values of of the National Confectioners Association James P. Myerson, current president of
honor and hard work throughout their com- and was inducted into the Candy Hall of Wine Warehouse, eulogized his uncle by
panies.” However, his peers also respected Fame in 2004 for his work at Ben Myerson noting, “Above everything else, Uncle Jim
him for being a modern businessman who Candy Company. was a dreamer. His outgoing personality,
always staying up to date with new products Although their work in the candy indus- ingenuity and ultimate focus on customer
and practices. Through it all, he was known try earned them a sweet reputation in the service and being two steps ahead of the
for “hand-shake contracts”—his word was local business community, in 1973 the crowd, made the products and companies
his bond and he believed in giving people Myerson brothers went on to establish he helped to build stand out. Uncle Jim

32 BIN 2 0 0 9 • I S S U E 1

made friends easily in each industry he was a part of, and never
skipped a beat.” Myerson was also widely known for his zest for
life, inside and out of the beverage world. He enjoyed sharing his
interests in sailing, skiing, traveling and golf with family and friends.
A dedicated Francophile, he mastered the language, and was for-
tunate to make many friends on his many trips to France that
enriched his life personally and professionally.
“There was never a time that Jim felt illness would curtail his
ambition or stop him from planning for the future of Blue Ice Vodka,”
says Diane, his wife of 50 years. “He was looking forward to the
launch of the Blue Ice Organic Winter Wheat Vodka. Up until the
end, Jim was the ultimate educator for Blue Ice Vodka, even when
we went out to dinner at some of our favorite restaurants on our own
time. He would always order the Blue Ice martini, shaken, not
stirred. If the waiter told him there was no Blue Ice martini, he would
take whoever was assigned to our table to the bar, show him or her
the bottle, explain the perfect martini and then offer them chapter
and verse on what made Blue Ice Vodka special, no doubt inspir-
ing those who listened to him.”
Up until the end, Jim was the ulti-
mate educator for Blue Ice Vodka, even
when we went out to dinner at some of
our favorite restaurants on our own
time. He would always order the Blue
Ice martini, shaken, not stirred.
Diane also delights in describing how Blue Ice Organic martinis
were served at his memorial, as a vivid and flavorful reminder of his
legacy. “He was very passionate about the vodka he spent the last
five years of his life creating,” she explains. “What he left unfinished
was the Blue Ice Organic Vodka, slated to come out this January.
While we still look forward to the launch, the excitement of this new
product launch would have been something he would have loved
to witness first hand.”
At the aforementioned memorial, the cocktail itself was a perfect
coda for the man behind the vodka: a martini shaken, not stirred.
It had to specifically be shaken 25 times, and accented with an
onion and olive on the side.
In addition to his wife, he is survived by daughter Dana
Myerson Agamalian, her husband John and grandchildren Alexa
and Grant, as well as daughter Carol Myerson Sever, her husband
Jim and grandchildren Ellery, Olivia and Rory. Also surviving him is
his brother Bob and sister-in-law Barbara Myerson, along with
nephews James P. Myerson and Allen Myerson and niece Linda
Myerson Dean. 
 INDUSTRY NEWS
LIQUOR LICENSE SPECIALIST
Liquor License Specialists is the complete
source for all of your licensing needs. Liquor
License Specialists has been in business for
27 years and maintains offices in Los
Angeles and Orlando. Their professional
staff works with all segments of the Alcoholic
Beverage Industry. Liquor License Specialists
will work with you to determine your licensing
needs and create a custom solution. With the
largest inventory of licenses nationwide, their
Processing Department will work with you to
complete all Liquor Board applications.
ABC Escrow, their in-house escrow company,
is dedicated to Alcoholic Beverage Contracts.
Please visit: www.liquorlicense.com or call
1-800-222-5777 x 29 with any questions.
DIAGEO TAKES RESPONSIBLE
DRINKING ONLINE
Diageo’s new global online resource,
DRINKiQ.com is intended for all interested
parties to share programs and tools designed
to fight alcohol misuse and help individuals
make responsible choices about drinking – or
not drinking.
DRINKiQ.com features unique tools such as
videos of experts answering commonly asked
questions about alcohol issues, information on
how to responsibly host events and parties,
and other downloadable resources. A key
feature of DRINKiQ.com is The Responsibility
Channel, an online community where con-
sumers, parents, teachers, government offi-
cials, retailers and others can post and share
videos and programs they have found effec-
tive in addressing alcohol-related issues.
DRINKiQ.com also features unique tools such
as videos of experts answering commonly
asked questions about alcohol issues, infor-
mation on how to responsibly host events and
parties, and other downloadable resources.
38 BIN 2 0 0 9 • I S S U E 1
DRINKiQ.com will soon offer content
specific to more than twenty-eight countries
and will be available in more than fourteen
languages. There are also plans to add
Spanish language content to the US site.
BEDFORD & GROVE TO
HEAD UP US DISTRIBUTION
FOR BOCA LOCA CACHAÇA
Boca Loca Cachaça Company, producer and
importer of award-winning Brazilian Cachaça,
appointed Bedford & Grove to head up US dis-
tribution. The move comes at a time of signifi-
cant growth for the Boca Loca brand in the US.
Bedford & Grove will be overseeing the
brand’s expansion into new key states, includ-
ing California, New York, New Jersey and
Texas. This growth comes on the heels of
greater expansion into European markets.
Boca Loca’s accolades include Gold Medals
from the Ministry of Rum and the 2007 San
Francisco World Spirits Competition, and
recognition as a “Top 10 Spirit of 2007”
(About.com).
PRAIRIE ORGANIC VODKA
POURED AT 10TH ANNUAL
FOOD & WINE ENTERTAINING
SHOWCASE IN CHICAGO
Phillips Distilling Company, the fifth-generation,
family-owned maker of distilled spirits, featured
its Prairie Organic Vodka at the 2008 Food &
Wine Entertaining Showcase in Chicago in
November.
“The Food & Wine Entertaining Showcase
allowed us to serve Prairie alongside leading
chefs and wineries from around the world,” said
Dean Phillips, president and CEO of Phillips
Distilling Company. “Being in good company,
along with serving delicious cocktails, was a
great introduction to those who had never tast-
ed Prairie before and another extension to those
who are already loyal to the brand.”
A beautifully smooth vodka distilled from
organic #2 yellow corn and certified both
organic and kosher, Prairie Organic Vodka
was served at the booth by famed Blackbird
Mixologist, Matty Colston in two original cock-
tails. The Lady Killer recipe is also available on
the Prairie Organic Vodka Web site.
WHISKY INDUSTRY HONORS
FOUR ROSES BOURBON
More than 200 whisky distilleries attended Malt
Advocate Magazine’s annual WhiskyFest cele-
bration in New York City – and among the hun-
dreds, Four Roses Distillery, based in
Lawrenceburg, Ky., was honored with the
2008 Distillery of the Year Award.
Four Roses Bourbon has been extremely
busy over the past few years. A change of
ownership and the urging of Hall of Fame
Master Distiller, Jim Rutledge (pictured above
with Malt Advocate’s John Hansell), led to the
brand’s domestic welcoming in 2002. Since
then, the growth of barrel inventories reached
the capacity to introduce a single barrel
Bourbon in 2004 followed by a small batch
product in 2006.
In the last two years, the brand has expand-
ed distribution to about a dozen markets outside
Kentucky, and released three limited edition bot-
tlings – the most recent being the first in a series
of annual small batch barrel strength bottlings,
entitled Mariage Collection.
“The distillery’s success in such a short period
of time is attributed to the quality of the product,
the uniqueness of the brand and the Four Roses
employees,” said Master Distiller Jim Rutledge.
The Four Roses Distillery is one of the most
unique one can come across – not only
because of the Spanish-mission architecture, but
because Four Roses is the only brand to pro-
duce 10 distinct Bourbon recipes, each with
their own unique character, spiciness, and rich,
fruity flavors.
21ST AMENDMENT
BREWERY HOSTS REPEAL
PROHIBITION PARTY AND
PARADE
A local brewery offered two $100 bounties for
local residents turning 21 and 75 on December
5, 2008, the 75th Anniversary of the Repeal of
Prohibition. The birthday boy(s)/girl(s) were
named the Grand Marshals of Repeal
Prohibition Week at 21st Amendment Brewery
and led the Repeal Prohibition Parade (aka We
Want Beer! March) on Friday, December 5.
Shaun O'Sullivan, co-founder and co-owner of
21st Amendment Brewery, and Clara Kalin,
75, who was the Grand Marshal of the
parade. Photo courtesy of Anthony Dimaano
The Repeal Prohibition Parade began at
Justin Herman Plaza (1 Market Street, San
Francisco) with a full marching band and a
coterie of revelers in 1930’s garb and ended at
21st Amendment Brewery (563 2nd Street, San
Francisco) with a Repeal Prohibition celebration
featuring a three-piece jazz band, special menu
items, and a password-only speakeasy.
Passwords were hidden around town.
CONSTELLATION SELLS
VALUE SPIRITS BRANDS
Constellation will sell its value spirits business
for $334 million to New Orleans-based
Sazerac Company. Clearly a huge step for
Sazerac, who is gaining 40 brands includ-
ing Barton, Skol, Mr. Boston, Fleischmann's,
the 99 schnapps line, the diAmore line, Chi-
Chi's pre-mixed cocktail line, Montezuma
Tequila, in addition to numerous other brands
representing over 600 SKUs. The total vol-
ume added up to 10 million cases in fiscal
year 2008, with net sales totaling approxi-
mately $200 million. Distillery and bottling
facilities included in the sale are located at
Bardstown and Owensboro, Ky., as well as
a leased bottling facility at Carson, Calif.
The transaction is expected to close by
the end of February 2009. All the after-tax
proceeds (about $210) will be used to pay
off Constellation's debt. Constellation is
keeping its premium and mid-premium
brands, including Svedka, Black Velvet and
Paul Masson Grande Amber Brandy.
According to the company, Svedka is the
fourth largest imported vodka brand in the
U.S., while the other two brands are each
number two by volume in their respective cat-
egories. These three brands total almost 5
million cases. Constellation will also retain its
distillery and production facility at
Lethbridge, Alberta, Canada. 
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42 BIN 2 0 0 9 • I S S U E 1
 POUR OF THE MONTH

Finest
CALL POUR OF THE MONTH
David Quackenbush - Del Rey Beverage Distributors

The Local King of “Call”

Del Rey Beverage Distributors
For more than 16 years, Del Rey Beverage Distributors has kept
the restaurants and bars of L.A.’s trendy west side well-stocked with
a convenient and thorough selection of quality wines, spirits and
beers. Up until five years ago, they also had a selection of mix-
ers to go along with their liquors. However, based on the
demand for Finest Call Mixers—especially the Margarita and the
Sweet & Sour varieties—David Quackenbush made the decision to
carry this brand almost exclusively.
Tony Charmello - Young's Market Company

While some of his peers may see this exclusivity as a bit risky,
Quackenbush stresses it is one of the smartest business moves he’s
ever made. And for 2009, he’s reinforced that decision with an
impressive order of 180 cases. Though a significant part of the
order are the best selling Margarita and Sweet & Sour, he made
& David Quackenbush

sure he has ample quantities of other popular flavors to start out

2009 on a flavorful note.
“We’ve tried most of what’s on the market in terms of mixers,
probably about 80 percent,” Quackenbush says matter-of-factly.
“We have found based on our customers’ feedback that Finest Call
sells better than any other brand we’ve carried,” “Finest Call has
more going for it than any other brand, especially with the taste
and the quality which is consistent among all the flavors.
Additionally, our bartender customers tell us they love the easy-to-
handle bottle design and easy-pour spout.”
Quackenbush adds that since Del Rey Beverage Distributors started carry-
ing the entire Finest Call line, their customers shop their warehouse with added
confidence, knowing that their personal favorites and most in-demand flavors
will be in stock and ready to go.
Del Rey Beverage Distributors is located at 4935 McConnell
Ave Ste 14, Los Angeles, CA 90066 (310) 305-7387. 

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