Inside

20
BIN
2 INDUSTRY INSIGHT
By Alan Forester, CPA, Attorney

4 INDUSTRY REPORT
THINKING INSIDE THE BOX
Box wine's eco-chic packaging and
12 better quality appeals to
trendsetting consumers

6 INDUSTRY REPORT
FINDING EFFICIENCIES
IN SHIPPING
How are beverage alcohol
companies coping with higher
transportation costs?
30 COCKTAIL CORNER
12 CATEGORY FOCUS
IRISH WHISKEY 34 SPEAK EASY
AN INFORMAL CONVERSATION
18 POUR OF THE MONTH WITH SIMON HUNT
FINEST CALL MIXERS President, William Grant & Sons
USA and Managing Director,
20 COVER FEATURE North America
SOBIESKI VODKA
THE TRUTH IS OUT THERE 38 COMPANY PROFILE
Last year, Sobieski’s “less is more” PROXIMO SPIRITS
positioning approach turned heads
and won fans. This year, the 40 INDUSTRY NEWS
winning tactic gives it stronger
6 footing in an ever-changing 44 NEW PRODUCTS & PROMOTIONS
market.
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY VOLUME 97, ISSUE NUMBER 32
WWW.ABCLAWYER.COM 800-464-1040 FOUNDED IN 1934
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2 BIN 2 0 0 9 • I S S U E 3
8 BIN 2 0 0 9 • I S S U E 3
10 BIN 2 0 0 9 • I S S U E 3
14 BIN 2 0 0 9 • I S S U E 3
16 BIN 2 0 0 9 • I S S U E 3
 POUR OF THE MONTH

Finest
CALL POUR OF THE MONTH
THE BRASS DOOR
A San Ramon Landmark since 1955
In 1946, Howard “Shorty” Schlesinger opened the 8/5 club (his
favorite odds at the track) in San Ramon, population 100. This was
a six-stool bar and twenty-person dining facility, featuring steam
beer and fried chicken. In 1955, Shorty’s son, Mickey and a local
dairy farmer, Dick Basso, bought the 8/5 Club and named it The
Brass Door. They expanded the facility five times in the next 15
Bartender Michael Dickerson shows off the Finest Call.

years to its current size, a 20-stool bar and cocktail lounge seating
160. With Dick and Mick’s retirement in 1974, Dick’s son Danny
took over the restaurant and has been operating it to this present
date. In April 1994 a fire completely destroyed the building and it
was rebuilt and opened again in December of that year.
The Brass Door features USDA Choice, Midwestern, Corn Fed
Beef, fresh seafood, spectacular salads, and fresh pasta.
Some of the favorites of the house include the Slow
Roasted Prime Rib of Beef au Jus (12 oz), and the
Blackened 14oz Ribeye Steak. For a lighter fare,
try the Shellfish Sauté with Pan seared Prawns and
Scallops, Sautéed with garlic, tomatoes and fresh
herbs. Or, maybe the Poached Salmon Salad, with
creamy mustard sauce, assorted field greens, grape
tomatoes, and Mediterranean kalamata vinaigrette.
At the Bar, The Brass Door’s mixes of Choice
are Finest Call which feature a complete line of
superior mixes from Sweet & Sour, Grenadine,
Pomegranate syrup, Bloody Mary mix, the
Strawberry, Raspberry and Mango Purees to the
premium Cosmopolitan Martini, Sour Apple
Martini and Mojito mix.
As Owner Danny Basso says, “This is a place
where generation after generation of families have
come to meet family and friends, and we always
offer them the best quality in the restaurant and
at the bar. And, that includes Finest Call
mixes, which are the best.”
The Brass Dooem is located at 2154 San
ramon Blvd., San Ramon, CA 94583. 

18 BIN 2 0 0 9 • I S S U E 3
Chester Brandes,
President and CEO
of Imperial Brands, Inc (left)
and Timo Sutinen,
Vice President of Marketing
and Business Development,
Imperial Brands, Inc. (right)
 
SOBIESKI VODKA
THE TRUTH IS OUT THERE!
Last year, Sobieski’s “less is more” positioning
approach turned heads and won fans. This year, the
winning tactic gives it stronger footing in an ever-

changing market.
It’s hard to believe that at this time last year, the
Vodka category was booming. From 2002-2008,
there was an unprecedented number of new
vodka launches that underscored how enduring
and versatile this spirit category was.
Furthermore, cocktail culture was coming of age
from coast to coast, and vodka was one of the
spirits that drove its popularity. It was also safe
to say that a number of entrepreneurs had found
many ways to reinvent that wheel.
In the midst of vodka-mania, Poland’s
Sobieski Vodka was launched in the U.S. in
2007, under the auspices of Imperial Brands’
CEO/President Chester Brandes and Marketing
and Business Development VP Timo Sutinen.
Both individuals have a long history of experi-
ence in the industry selling and marketing pre-
mium brands which include, among others,
Stolichnaya and Finlandia Vodkas, Amaretto di
Saronno, Remy Martin Cognacs and Cruzan
Rums. However, in a category where celebrity
endorsements, designer glass bottles and high
tech distillation claims abound, Brandes and
Sutinen dared to take the road less traveled and
launched Sobieski Vodka with a then-controver-
sial proposition: a truly great vodka could be
priced reasonably, and be free of all the extra
bells and whistles!
The vodka boom may be cooling, and the
outlook for some high profile brands has chilled
during this wintery economic period. Palm
Beach Gardens, Florida-based Imperial Brands,
however, is just warming up and shifting their
successful “Truth in Vodka” story into a higher
gear. Though the media campaign was initially
launched in summer 2007, it is now being exe-
cuted in an economic environment where trade
and consumers are ready to embrace the truth
and see the light.
FIRST A BIT ABOUT US
“Sobieski proudly stands apart from the lack of
substance embraced by so many vodkas today,
says Brandes. “We offer a superior product at a
superior value-the leading premium vodka brand
in Poland, vodka’s birthplace-and we won’t try
to generate appeal with contrived or empty gim-
micks. Our story is about real vodka that’s
 SOBIESKI VODKA continued
 “...Our story is about real vodka that’s
meant to be enjoyed, not worshipped,
and we have and will continue to share
our point of view with the world. We
are a brand with nothing to hide, and
the confidence (and humor) to talk

about ourselves in simple, straightfor-
ward and black and white terms.”
– Chester Brandes,
Imperial Brands’ CEO/President
meant to be enjoyed, not worshipped, and we have and will contin-
ue to share our point of view with the world. We are a brand with
nothing to hide, and the confidence (and humor) to talk about our-
selves in simple, straightforward and black and white terms.”
“In our first full calendar year, Sobieski depletions reached 255,000
cases in the U.S,” says Brandes. “Moreover, we’re setting our sights on
being the fastest new vodka brand to achieve sales of one million
cases, an ambitious but achievable milestone. From distributors to
retailers, Sobieski Vodka has received outstanding support, which has
made our initial success possible. In addition to Sobieski, Imperial
Brands has recently taken over the representation of Marie Brizard, the
world’s leading premier line of cordials and liqueurs. In spite of a not
so favorable economy, we are convinced there is tremendous potential
to develop Marie Brizard in the States. There is no preemptive, premi-
um line of cordials doing significant volume in this market. Most pro-
fessional mixologists will tell you that when it comes to quality, Marie
Brizard is heads and shoulders above the competition. We need to
retell and educate a generation of consumers and the on-premise trade
about the virtues of this great brand, a challenge we gladly accept.
Imperial Brands is in the process of launching a line of premium
(Tcherga) and Estate wines (Katarzyna) from Bulgaria. Again, this is
an education process, Bulgaria has a winemaking tradition dating back
some 3,000 years. The Belvédère Groupe has extensive viticultural
holdings in Bulgaria and up until recently quality entries from Bulgaria
were not available in North America. Based upon the accolades our
wines have received from prominent writers thus far, there is no reason
why Bulgaria can’t become the next exciting “new world” wine pro-
ducing country. Finally, we have new and innovative products in our
pipeline that we believe will continue to shake up the exciting world
of wine and spirits.”
22 BIN 2 0 0 9 • I S S U E 3
BACK TO BASICS
While Sobieski Vodka is carving out a place for itself in the crowded
vodka market with a classic bottle and a simple promise—great quality
and value—The Imperial Brands team is out there presenting the trade
and consumers alike with “just the facts,” but in a warm and humorous
way that strips away the hype that defined the category and brings their
audience back to Earth. Truths that draw upon Sobieski’s noble origins
and the fact that it is both the #1 premium vodka in Poland and one of
the world’s bestselling and fastest growing vodka brands. They also
make no bones about the fact that Sobieski Vodka, produced at the
Starogard Gdansk Distillery, founded in 1846, is made exclusively from
the revered Dankowski rye, the grain of choice for most premium
Polish Vodkas. Moreover Brandes notes, “Christophe Trylinski, CEO
of our group and the “father” of Sobieski vodka is the man who created
both Belvedere and Chopin vodkas, no small accomplishment!”
Backing up Imperial Brands’ claims, meanwhile, are many indus-
try awards and accolades. In the fall of 2007, Sobieski Vodka, in a
blind tasting by the Beverage Testing Institute of 108 brands in the
premium vodka segment (the largest review of vodka in its history),
earned a Double Gold Medal and Best Buy Award. Sobieski also
ranked #1 in a blind-tasting of 25 major international vodka brands
conducted in Paris by La Revue du Vin de France, one of France’s
top wine and spirits publications.
“I think the Chicago Beverage Testing Institute results prove
our point about consumers not having to pay a king’s ransom to get
great vodka,” points out Brandes. “In this competition, Sobieski
scored 95 points, coming in second place to a vodka brand that
retails for $60/bottle! As our retail is around $10-11/bottle, it rein-
forces what we’ve been saying all along about our positioning. You
can pay $60 for a great vodka, but you certainly don’t have to!”
 SOBIESKI VODKA continued
A CLEAR AND PRESENT WAGER
As consumers and trade are in the midst of shifting their spending
priorities, and now generally steering clear of excess expenses,
Sobieski Vodka’s suggested retail prices of $10.99 for a 750 ml bottle
and $19.99 for a 1.75 liter bottle are now more seductive than ever.
While Sutinen and Brandes acknowledge that even recession-proof
areas of commerce feel the effects of change, they are prepared to
ride the wave on their own terms, no matter how stormy the seas get.
“We are pretty much sticking with our strategy as it has worked
extraordinarily well,” affirms Brandes. “The fact that there was a
meltdown in the economy is something nobody’s happy about. On
the other side of the coin, however, we’re in a unique position to
capitalize on that in terms of customer and demand for a high quali-
ty vodka at an affordable price. It is important to reiterate that
when we launched Sobieski in the U.S. in 2007, for all intents and
purposes, the economy was ‘normal.’ Our original strategy was the
same: you did not have to pay $30 a bottle to get great vodka. We
intend to remain consistent with our message, even though times
have changed. In many respects, there is no doubt that the current
economic climate has helped us in terms of our competitive price
positioning.”
Though many of the spirits Sutinen had worked with in the past
had a lifestyle-driven or status-conscious message, experience has
taught him that there are sound principles that work for marketing
spirits, no matter what economic conditions are like. And in the
case of Sobieski, they promise to be even more effective.
“We are pointing out the spirit’s origins very clearly,” notes
Sutinen. “It was especially important for us to address and explain the
Polish origin because many consumers and trade clients place value
on the fact that Poland is the birthplace of vodka. That is important
to us in all of our communications and messages. Furthermore, the
‘Truth in Vodka’ campaign clearly resonates with consumers and crit-
ics alike and differentiates Sobieski from the competitive set. Sobieski
Vodka is all about outstanding quality and taste. And though the
whole industry is suffering from the effects of the downward economy,
we do not suffer as much because of our brand positioning; we will
continue to spread the truth to an even wider audience and help
them overthrow the tyranny of overpriced vodka.”
Though these messages are successfully hitting their targets, the
biggest challenge facing the brand lies in building on the momen-
tum established since Sobieski’s U.S. debut. The company is betting
that maintaining/increasing the level of spending and commitment
to the three-tier system they’ve had in place for Sobieski Vodka
since its U.S. inception will pay off. “We have made promises to
the trade and it is critical to our and the brand’s credibility that we
keep them!!” reiterates Brandes.
IT IS NOT ONLY ABOUT THE MARKETING!
“It takes more than a great marketing campaign to build a brand in
today’s highly competitive environment. The effects of consolida-
tion on a new company’s ability to successfully launch a brand are
24 BIN 2 0 0 9 • I S S U E 3
Starogard Gdansk Distillery, founded in 1846
challenging to say the least, remarks Chester Brandes. “We are very
fortunate that the Belvédère Groupe has made the U.S. market its
top priority worldwide. As a result, sufficient resources have been
made available to successfully launch and sustain Sobieski’s growth
in the States.”
Under the direction of Bob Reider, industry veteran and our VP
National Sales Manager, we have been able to assemble a team of
experienced sales people capable of “hitting the ground running,”
says Brandes. “Unlike many companies that are cutting back on
their sales force, Imperial Brands has added eight additional full time
people in 2009 making a total of 23 people in the field. In
Northern and Southern California alone we have added three per-
manent positions in the past year. Our major focus in California
this year is in increasing chain distribution; this can not be accom-
plished without dedicated, committed manpower in the state. We
believe, however, that based on the short but highly successful histo-
ry we’ve had, Sobieski is garnering awareness and credibility
amongst the buyers in this all important segment of the market
which should facilitate our ability to get listings on the brand. On-
premise, meanwhile, is important, especially in trendy cutting edge
cities like San Francisco. We’ve just put a salesperson in the Bay
Area, not only to help with Sobieski, but our other products with
high on-premise potential like Marie Brizard.”
IMAGE, PURE AND SIMPLE
Brandes and Sutinen will be the first to admit that even with
Sobieski’s initial success against all the odds, it is not enough to sim-
ply have a great vodka on the market with nice packaging and
value. The third piece of the puzzle is popular support for what the
brand stands for. In Sobieski’s case, it’s about simplicity and honesty.
“You need to create a personality for your brand,” says Brandes.
“That’s key to this whole thing. When you cultivate a consumer
following, it is so important to give customers a reason to associate
themselves with a brand. When we first saw the ‘Truth in Vodka’
campaign, that was it…we knew that was the message that con-
sumer and the trade wanted to hear. The reality is that consumers
and the trade are confused about the all the myths and misconcep-

RECIPES FOR SUCCESS
SOBIESKI VODKA continued
tions in the category. Vodka made from
grapes? A bottle from the hottest designer?
A race to distill one more, two more, five
times more than the next guy? A hefty price
message of the campaign. While I don’t
anticipate a plethora of new vodka introduc-
tions as we have seen in the past, even in the
present economic environment there will be
tag that magically transforms so-so vodka a limited number of new brands entering dis-
HOT MAMA
Created by Tad Carducci into something more special? Are these tribution channels. And when they do arrive
Ingredients: things that make vodka truly superior? We and start making crazy claims, we will be
2 oz. Sobieski Vodka beg to differ. The timing was right for us to there to alert the consumer to beware!”
3 oz. tomato juice launch a quirky and fun campaign aimed at On the public relations side, Sobieski’s
1/2 oz. fresh lemon juice
reinforcing the fact that consumers did not “Truth in Vodka” campaign was deemed so
4 dime-sized slices of fresh ginger
8-10 fresh cilantro leaves
need all the extra stuff to have a vodka they effective that it was named a finalist by the
1/2 oz. soy sauce could truly appreciate.” authoritative trade magazine PR Week for the
Dash of Sriracha sauce (Thai spicy sauce) Adds Sutinen, “With Sobieski, we took a best Consumer Launch Campaign of the Year.
or your favorite hot sauce different route than the other brands we’ve Brandes is quick to point out that Sobieski is
Dash of salt and pepper worked with, in that when we introduced the only spirit brand that is in the finals of
Technique:
our brand, we stressed the importance of get- this prestigious competition. Sutinen, mean-
Muddle cilantro and ginger. Add remaining
ingredients. Shake over ice and strain into mar- ting back to basics, especially in these eco- while, notes that in 2008 Sobieski was the
tini glass rimmed with equal parts coarse salt, nomic times, where it means something to recipient of Impact Magazine’s coveted Hot
black pepper and chili powder. Garnish with our customers to have a super premium qual- Brand Award as well as a Growth Brand
Asian pickled cucumber.
ity vodka with a great price point. We want- Award from Beverage Information Group.
BROKEN LAWN ed to strip away all the gimmicks and claims, Brandes says “the fact that the industry has
MOWER and educate people on what vodka really is recognized Sobieski’s performance validates
Created by Tad Carducci
and what it takes to make a great vodka our belief that consumers are much less will-
Ingredients:
ingredient-wise and quality wise, and ulti- ing to open their wallets for gratuitous bling
1-1/2 oz. Sobieski Vodka
mately premium vodka does not have to cost and presumed status on items that don’t live
3 oz. chilled beef bouillon
that much. And look at the Sobieski bottle; up to their overblown price tags. Moreover,
2 dashes Worcestershire sauce
2 dashes Tabasco sauce, or to taste
it does a terrific job of containing the pure based upon the brand’s outstanding sales
1 dash habanero sauce (optional) excellence of a great vodka. And it's not results to date, there is no question we are get-
1 oz. fresh orange juice bad to look at either.” ting a great response through the entire three-
1/2 tsp. chipotle powder Sutinen goes on to explain that to keep tier system.”
Juice of 1/2 lime Sobieski’s now famous marketing and adver-
Spicy Salt (equal parts coarse salt, black pepper, tising up-to-date, they are investing signifi- GETTING WHAT THEY PAY FOR
chipotle or regular chile powder and lime zest) cant money in a number of different areas. Awards aside, Brandes expresses that the key
Technique: The original framework of the campaign has to Sobieski’s overall success is that consumers
Moisten rim of highball glass with lime. Roll
outer lip in a saucer filled with the spicy salt
been expanded to encompass all aspects of are getting what they pay for - a real brand of
mixture. Shake all ingredients thoroughly. integrated marketing including advertising, vodka that not only offers quality for a great
Strain over ice into the pre-rimmed highball events, promotions, outdoor, trade activities, price, but is differentiated and legitimized by
glass. Garnish with a lime wedge and a pickled
consumer magazines and digital. The being the top selling premium vodka in its
hot pepper.
Imperial Brands team, meanwhile, is keeping country of origin and vodka’s birthplace.
GREEN CONCEPT their finger on the pulse of industry trends, Brandes then goes back to repeat very
Created by current events and pop culture to infuse new pointedly that the strategy for Sobieski’s con-
Francesco LaFranconi
Ingredients: life into the basic message of the campaign. tinued success is to do “more of the same in
1-1/2 oz. Sobieski Vodka “The nice thing about the brand posi- 2009,” which encompasses increasing the
1/2 oz. Marie Brizard tioning and maintaining the continuity of investment in advertising, marketing and PR
Triple Sec our messaging is that we are also open and while continuing to hammer home the same
4 wheels of Cucumber
flexible,” says Brandes. “Whenever some- message and strategy that has worked thus far.
(leave skin on and cut them 1/4” thick)
1/2 oz. fresh squeezed Lime Juice thing topical surfaces, like an election, the “If you look at our packaging, it is clean,
Top-up with 3 oz. lemon-lime soda downturn of the economy or perhaps one of classic and simple,” continues Brandes. “It
Technique: our competitors coming out with a new out- is not Belvedere or Grey Goose. It is
Place the cucumber wheels in a rocks glass with rageous quality claim about their product, Sobieski, and we knew we could not price
the lime juice and muddle for just few seconds.
this provides us with fresh material to create ourselves in the $30 range, even though
Add ice cubes and Sobieski vodka with Triple
Sec. Top with lemon-lime soda. Stir and serve. new executions while at the same time many of the new entries in the category

 always remaining consistent with the basic

26 BIN 2 0 0 9 • I S S U E 3
were chasing Grey Goose and Belvedere at
 “...Sobieski Vodka is all about outstanding
quality and taste. And though the whole
industry is suffering from the effects of the
downward economy, we do not suffer as
much because of our brand positioning; we
will continue to spread the truth to an even

wider audience and help them overthrow
the tyranny of overpriced vodka.”
– Timo Sutinen,
Marketing and Business Development VP
the high end. In terms of volume, however, it is important to
remember that of the 52 million cases of vodka sold in America,
the majority are not sold at the $30/bottle level.”
“We knew immediately that in Sobieski Vodka we had a unique
opportunity within the category in terms of quality and positioning,”
interjects Sutinen. “It is such an easy product to sell and I am
thrilled to be associated with this brand.”
SIMPLE PLEASURES
Likewise, there is a fan base of mixologists across the country who
are also happy to be a part of the Sobieski Vodka “less is more” revo-
lution, and are showing their appreciation by developing recipes for
the brand.
“Recently, we updated the brand’s web site to include some fan-
tastic recipes from noted mixologists throughout the United States,”
affirms Sutinen. “Junior Merino, Tad Carducci and Francesco
LaFranconi are all members of our great mixologist stable. Because
the cocktail culture is so strong in the U.S., and people are still up
to trying new drinks, we are working closely with them to develop
new recipes.”
Brandes, like Sutinen, has received similar feedback from profes-
sionals who have commented on Sobieski Vodka’s crisp, clean and
pure flavor. “They know it is a versatile vodka that’s got a lot of
integrity, especially as the grain we are using is authentic and pre-
ferred among connoisseurs and other vodka makers. Because of the
product’s neutrality, professionals know Sobieski Vodka is an ideal
base for any kind of cocktail. You don’t get a strong aftertaste, and
that makes it extraordinarily mixable.”
While classic Sobieski Vodka is continuing to ride high because
of its versatility, Brandes and Sutinen coyly mentioned that there
are flavored varieties in the works and a tentative launch date has
28 BIN 2 0 0 9 • I S S U E 3
SOBIESKI VODKA continued
been set for late spring 2009. Though the flavors are for now a
tightly guarded secret, Brandes and Sutinen assure their trade and
consumer fans that the new additions to the Sobieski family will
remain true to the standards set in the “Truth in Vodka” campaign.
“The flavors that we are perfecting right now will be of the high-
est quality, and will add to our mixologists’ toolkit facilitating the
creation of new cocktails,” assures Brandes. “Though the original
Sobieski Vodka is a perfect platform for many cocktails, we know
from mixologists that sometimes the ingredients needed to achieve a
certain flavor profile are not necessarily available in a non-alcoholic
format. Therefore, we are addressing that issue with the assortment
of flavors that we will be launching. What will remain the same,
however, is that our new Sobieski flavors have to be better quality
than what our competitors are putting out there. This is what drives
the brand…period! Whether it is a neutral or flavored spirit, what
we do has to be unparalleled, with all natural ingredients.”
“Flavored vodka got a lot of attention, especially because the
media likes all those stories of how exotic things come into being,”
concurs Sutinen. “Over the years, flavored vodkas have had a
strong presence in the retailer sector. However, knowing what we
know about vodka consumption from our years in the business, fla-
vored vodkas total maybe about 15% of overall sales. It is not very
big, as the popularity of neutral, unflavored vodkas is much larger,
because pure vodkas like Sobieski are easier to mix and make into
good cocktails. However, we will have flavors, because there is a
demand and we want to show the consumer that we can produce
excellent flavored vodka as well.”
Although there is great anticipation and excitement among the
Imperial Brands staff, especially with more landmark sales records
and innovative flavored vodkas on the horizon, Brandes and
Sutinen acknowledge that their greatest sense of accomplishment
thus far was launching a vodka that figuratively and literally went
“against the grain” to find its niche in the category and the spirits
world at large. They take special satisfaction in having created a
personality for the brand that is proud, independent minded, not
easily labeled or categorized and, most importantly, doesn’t take
itself so seriously.
“I could talk all day long about how great Sobieski Vodka is, but
the reality is that a brand is not truly great until other people start
telling you so,” says Brandes. “We have had the good fortune to be
able to start this company from inception enabling us to create a
persona and strategy for Sobieski in the most competitive category
in our industry; it is a once in a lifetime opportunity. Couple that
with an incredibly supportive parent company and a highly motivat-
ed and dedicated team of professionals at Imperial Brands and it’s no
wonder that our strategy is working! There is an enormous sense of
satisfaction in seeing all of this unfold, I’ve been fortunate in my
career to have had pieces of that feeling with former companies and
brands, but nothing as whole or complete as this.”
For more information about Imperial Brands and Sobieski
Vodka, visit www.vodkasobieski.com. 
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 BRAND PROFILE
PROXIMO SPIRITS
The Next Big Things
Proximo starts 2009 with the introduction
of new, flavorful variations on their top
selling Three Olives Vodka, Gran Centenario
and Azul Tequila products
By Elyse Glickman
P
roximo Spirits has taken the “in with the new” theme to
new heights with several exciting product launches as well
as a landmark ad campaign and a sales milestone this spring.
The launch of the Cherry and Root Beer fla-
vors to Three Olives Vodka’s already prolific
and colorful collection has already generated
excitement among creative mixologists, savvy
restaurateurs and adventurous cocktail-drink-
ing consumers. However, Proximo recently
announced the U.S. launch of an ambitious
multi-million dollar advertising campaign for
the Three-O family of vodkas that asks con-
sumers, “What’s Your O-Face?” The brand has
a bold new package---sleek, frosted bottles and
bold graphics that represent the flavors inside.
Set to debut in the March issues of leading
U.S. magazines such as Maxim and Us
Weekly, Three Olives’ campaign features a
series of models showing surprise at the stun-
ning array of Three-O Vodka flavors.
Additionally, a major online campaign invites
consumers to upload their picture and profile
with the chance to win a cash prize of $10,000
and a photo-shoot with a leading publication
as the new face of the product.
“Three-O has carved a niche out from our
stuffy competitors with a message of being
seriously fun,” remarked Gino Luci, Proximo’s
Senior Marketing Manager. “In a market
where the traditional brands are declining, we
are seeing very high, double-digit growth for
‘Three-O.’ Consumers and the trade demand
something fresh within the most important
spirits category and Three-O is delivering.”
On the tequila front, Gran Centenario is
revealing the spirit’s more romantic side via a
national launch of its newest tequila, Gran
Centenario Rosangel, touted as first-ever hibis-
cus-infused tequila. The fragrant new variety is
being positioned to become a tequila of choice
for mixologists and customers looking for
}
Chocolate Covered Cherry
1 oz. Three-O Chocolate Vodka
1 oz. Three-O Cherry Vodka
1 oz. White Crème de Cacao
Shake with ice and strain into a martini glass
& garnish with a cherry
Rock Star Root Beer
1 oz. Three Olives Root Beer Vodka
1 oz. Three Olives Vanilla Vodka
4 oz. Ginger Ale
Mix in a glass filled with ice &
garnish with a cherry
}
imaginative ways to update classic cocktails. It
yields a complex, perfumed nose with ripe fruit
and floral notes, plus hints of vanilla. The
palate holds flavors of dried fruits, which leads
to a smooth and gentle finish.
“We are very excited to expand our Gran
Centenario Tequila portfolio to include an
offering that adds a sophisticated twist to our
ultra-premium line-up,” said Michelle
Sanders, Senior Marketing Manager, Proximo.
“Rosangel speaks to both women’s and men’s
palates, and is superb when enjoyed neat, on
the rocks or mixed into cocktails.”
Proximo has also moved forward with the
launch of the new tequila brand AZUL, from the
house of Gran Centenario. Noted as Mexico’s
fastest growing Tequila in the 100% Agave sec-
tor, Azul represents a revolution for the category
with its sleek packaging and content sourced
from family-owned ranches. The
price, $19.99 per 750 ml, represents
great value for a quality product.
“This is the perfect Tequila brand for
the current economic climate,” asserts
Elwyn Gladstone, Marketing Director for
Proximo Spirits. “People are looking for
brands that offer exceptional value and quali-
ty. Everything we do at Proximo must be done
unique and highly differentiated. We
believe the superb packaging and incredi-
ble liquids will be some of the stand outs of
2009 in the beverage world.” 
INDUSTRY NEWS
TSINGTAO BEER APPEARS ON "TODAY SHOW"
WITH CHEF MARTIN YAN
Tsingtao Beer played a supporting role alongside celebrity chef Martin Yan during a recent appear-
ance on the "Today Show". Master Chef Yan appeared with hosts Kathie Lee Gifford and Hoda Kotb
on the popular morning news program, where he prepared Asian recipes using Tsingtao Lager.
Tsingtao Lager and Tsingtao Pure Draft are leveraging the popularity of Chef Yan during Chinese
New Year, and via sponsorship of his year-long "Yan Can Cook" Road Show tour, where he will
make appearances at both trade and consumer events in major markets through out the U.S., target-
ing culinary schools, cooking demonstrations at professional tradeshows, supermarkets, and festivals.
A "Cooking with InspirAsian" national consumer sweepstakes featuring Chef Yan will run in chain
grocery stores in June and July, with two winners flying to one "Yan Can Cook" Road Show host city
as Tsingtao VIPs and joining Chef Yan on stage to cook one of his signature dishes.

HEINEKEN USA PRESENTS KOZOL BROS. AND HARBOR

DISTRIBUTORS WITH SECOND ANNUAL 1864 AWARD FOR
RESPONSIBILITY
Reinforcing the company’s commitment to encourage the responsible consumption of beverage
alcohol and to support its customers shared commitment to that goal, Heineken USA today
announced the recipients of its annual 1864 Award for Responsibility – Kozol Bros. from Joliet, Ill.
and Harbor Distributing of Southern Calif.
The award’s name recognizes the year Gerard Adriaan Heineken founded the Heineken com-
pany, based on the ideas of moderation and responsibility.
“The belief in moderation and responsibility is inherent to the Heineken organization and we
believe we have an important role to play in addressing the real issues associated with alcohol. We
are grateful that our distributor partners across the country have worked with us on programs that
ensure the responsible consumption of our products,” said Don Blaustein, president and chief exec-
utive officer, Heineken USA. “That is precisely why we created the 1864 Award for Responsibility
– to recognize our distributors for taking responsibility beyond a message and putting it into action.
Kozol Bros and Harbor Distributing are two such partners.”

Harbor Distributing – Taking a Stand Against Driving Under the Influence

Part of Reyes Holdings, Harbor Distributing is the second largest individual distributor in Heineken
USA’s network. The company maximized its reach within the southern California community to cre-
ate greater awareness and prevention of underage drinking. In a series of partnerships with region-
al police departments, Harbor Distributing created and distributed a public service campaign dur-
ing the holiday season to remind their neighbors about the dangers and legal implications of drink-
ing and driving. They also expanded the reach of the Health Alliance on Alcohol, empowering stu-
dents from the local state university to create their own PSAs that would educate their peers about
these important topics.

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INDUSTRY NEWS
KNOB CREEK BOURBON WHISKEY PROFESSORS HONORED AS
“WORLD AMBASSADORS OF THE YEAR” BY WHISKY MAGAZINE
The Knob Creek Whiskey Professors were honored with Whisky Magazine’s 2009 World Icons of
Whisky Award for “Ambassadors of the Year” at a ceremony in London, England February 28, 2009.
Whiskey Professors Steve Cole, Bernie Lubbers and David Mays were recognized for their passion and
knowledge in spreading the gospel of “America’s Native Spirit” across the nation in new and innova-
tive ways.
The Knob Creek Whiskey Professors were honored with the American Icons of Whisky award for
“Ambassadors of the Year” in October 2008 out of nominees from Brown-Forman (Chris Morris), Jim
Beam (Fred Noe), Bulleit Bourbon (Tom Bulleit) and Wild Turkey (Jimmy Russell). Winners of all region-
al Icons Awards were finalists in the World Icons Awards. The ceremony was held in Hurlingham Club,
London and marked the opening of Whisky Live London, the U.K.’s premiere whisky tasting event.
The Knob Creek Whiskey Professors spend their days (and nights) presenting Knob Creek
Bourbon to bartenders, bar and restaurant owners, and consumers by teaching label reading class-
es, guiding tastings across the United States, and spearheading two major initiatives for Beam
Global – moderating The Great Whisk(e)y Debates and hosting bourbon dinners. The merits of
Scotch whisky and Bourbon whiskey are deliberated at The Great Whisk(e)y Debates throughout the
country, allowing the audience to choose if the whisk(e)y with or without the “e” is better. The team
of three also hosts bourbon dinners across the country at restaurants such as The Palm and Morton’s
Steakhouse to educate consumers on Bourbon and food pairings.

The Whiskey Professors David Mays, Bernie Lubbers and Steve Cole.

TRU ORGANIC SPIRITS LAUNCHES “BARMADE BITTERS

CHALLENGE” AT TALES OF THE COCKTAIL 2009
Tales of the Cocktail and TRU Organic Spirits announced the first ever Barmade Bitters Challenge, a
forum to showcase the world’s best aromatic bitters at this year’s Tales of the Cocktail in New Orleans
July 8-12. The Bitters Challenge offers a ONCE-IN-A-LIFETIME opportunity for bartenders to have their
bitters recipes produced, packaged and sold nationally by TRU Organic Spirits. The winning bartenders
will not only have his or her name on the final product, garnering the visibility of a national audience,
but will also share in profits from the total sales of the bitters.
Inspired by artisan bartenders, the contest will include three categories—fruit, spice and herb. Five
finalists per category will be invited to present their aromatic bitters personally at this year’s Tales of the
Cocktail in New Orleans, where judges will select one winner per category. “There’s volcanic poten-
tial in bartenders,” says Melkon Khosrovian, co-founder and spirits maker at TRU Organic Spirits. “Can’t
wait to see what they’ve got.” Khosrovian will work with all three winning bartenders to formulate and
produce their aromatic bitters for commercial sale. Each bitter will be produced as an organic product
as an extension of the TRU Organic Spirits line of organic vodkas and gin.
Rules and more information please visit www.truorganicspirits.com/bitters.html.
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