BIN

Inside
20

6
2 INDUSTRY INSIGHT 36 CATEGORY FOCUS
By Alan Forester, CPA, Attorney GIN: CLASSIC OR CONTROVERSIAL?
Movement For 2009 Is Unpredictable
6 CATEGORY FOCUS
VALUE WINES 42 BRAND PROFILE
GABRIEL BOUDIER
10 NEW PRODUCTS & PROMOTIONS SAFFRON INFUSED GIN

12 NEW PRODUCTS & PROMOTIONS 42 BRAND PROFILE

BLUECOAT, AMERICAN DRY GIN
14 INDUSTRY REPORT
STIFF COMPETITION 46 POUR OF THE MONTH
Across the country, top bartenders
36 compete to create the best cocktails
FINEST CALL MIXERS

and help build brands. 48 BRAND PROFILE

CLAUSTHALER PREMIUM
20 COVER FEATURE NON-ALCOHOLIC BEER
LE TOURMENT VERT ABSINTHE
THE GREEN PARTY'S 50 BRAND PROFILE
JUST STARTING! BOMBAY SAPPHIRE GIN
Le Tourment Vert Absinthe made a
splash when it recently launched. Its 52 BRAND PROFILE
62
42 versatility as a great all-around spirit, TEQUILA ORO AZUL
however, solidifies its potential for
broader growth. 54 BRAND PROFILE
HPNOTIQ
30 INDUSTRY EVENT
ABL CONVENTION 58 INDUSTRY NEWS

32 INDUSTRY EVENT 60 INDUSTRY NEWS

BROWN-FORMAN
2009 RETAILER OF THE YEAR 62 SPEAK EASY
AWARDS TO ABL MEMBERS A CHAT WITH JOHN MCDONNELL
Chief Operating Officer,
34 BRAND PROFILE Patron Spirits International A.G.
TEQUILA AMATE

14
INDUSTRY INSIGHT
BY ALAN FORESTER, CPA, ATTORNEY
WWW.ABCLAWYER.COM 800-464-1040
BIN
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VOLUME 99, ISSUE NUMBER 34
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2 BIN 2 0 0 9 • I S S U E 5
4 BIN 2 0 0 9 • I S S U E 5
VALUE: THE TIME
FOR WINE IS NOW
In the chase for shrinking dollars, the wine trade is generating
a brave new world of wine values
By W. R. Tish

C
oming off 15 (or is it 16? who’s counting?) years of dynamic growth,
America’s wine culture has been blooming. Now this. Pundits don’t have a name for
it yet, but with the economy seeming to stagger more dramatically each week, no
industry is untouched. How will the deep and extended downturn impact wine?

It’s too soon for statistics to paint a broad and clear picture, but
based on interviews with pros at every level of the trade, wine’s cur-
rent experience appears to be more of a clash than a crash.
In essence, the free-market system is grinding up against the three-
tier system as never before in history. Wine’s almost inconceivable
number of SKUs—at price points that range from stupid-cheap to
stupid-expensive—coupled with a national thirst that seems far from
slaked, has generated an incredible downward pressure on prices. The
pie, growing so deliciously for so many years, may not be shrinking at
all, but it is suddenly—and rapidly—reassembling itself. And players
in every nook of the business are scrambling to keep their sliver.
It all starts, of course, with how consumers are shifting their dol-
lars. Trading down was in full force over the holidays, according to
Katherine Moore, manager of Union Square Wines & Spirits in NYC,
with Cava and Prosecco cannibalizing Champagne like never before.
And it hasn’t abated in the first quarter of 2009; conspicuous con-
sumption is history and sticker-shopping is now the norm. She adds,
however, “People who like wine still have a passion for it. They are
spending less per bottle, but they aren’t opposed to treating them-
selves to a mixed case.”
It is hard to say yet if consumption will keep rising in the new,
definitely-not-improved economy, but people are clearly becoming
more conscious of what they spend at retail. As Christy Frank, pro-
prietor of Frankly Wines in NYC, puts it: “I think consumers have
always wanted wines that overdeliver for the price. These days, they
just feel a little more justified in asking for it.”
Will the Real ‘Values’ Please Stand Up?
In hard times, the notion of value takes on fresh importance. Not just
price, but value. Value is not a commodity, it is a concept. Definitions
differ greatly, of course, as one drinker’s idea of a great value is a $18.99
box of Merlot, another’s may be a $6 anything-but-Merlot by the glass,
while yet another person’s definition may be a $25 Pomerol. The rela-
VALUEWINES
tive spread of what value means is bound to stay
expansive, yet the appeal of what consumers
consider “value” is likely to intensify.
How can you apply the concept of value to
your business to satisfy the consumers who are
demanding it? Specifics will vary based on your
wine niche, but it may be helpful to approach
the concept of value as an evolving target. On
one hand, there are “Classic Values”—driven
by logical strategies wine drinkers have long
applied to get more “bang for the buck” [see
sidebar]. On the other hand, there seems to
be a bunch of brand new value opportunities,
borne directly from the sense of urgency that
is infusing the industry from producers right
through drinkers. Here is a closer look at where
the “New Values” are.
“I think consumers have
always wanted wines that
overdeliver for the price.
These days, they just feel
a little more justified in
asking for it.”
– Christy Frank, Frankly Wines, NYC
Deals, deals, deals.
If you haven’t sensed the volatility in the wine
pipeline since fall of 2008, you haven’t been
working. “The slump is on everyone’s lips,” says
Mike Duffy, a sales rep for the heavily Italian
portfolio of Selected Estates of Europe. “What
I see are shrinking inventories and ordering
on-the-spot, with everyone looking for deals.”
And the pressure is working its way back up the
chain: knowing they need better pricing to get
the orders from their increasingly demanding
retail and restaurant accounts, distributors are
squeezing producers to hold prices if not drop
them further. The net result is situational bar-
gains galore. The trick, of course, for wholesale
buyers is to jump on the deals that fit their
particular clientele. In short, nobody is rush-
ing to bring anything in the door that they
6 BIN 2 0 0 9 • I S S U E 5
CLASSIC VALUE
STRATEGY
WHAT: European
“breadbasket” wines
STRATEGY: Proven yet humble
European table wines make excellent
“house” wines or by-the-glass pours
EXAMPLES: Italian Montepulciano,
Nero d’Avola; Portuguese Douro, Dão;
Spanish La Mancha, Campo de Borja
and < $10 wines made from Grenache;
French Languedoc, Pays d’Oc, Côtes
du Rhône
WHAT: Able understudies
STRATEGY: For drinkers who
favor distinctive regional/stylistic
wines, trade down while keeping
similar wine character
EXAMPLES: Swap Monterey Chard
for Napa (e.g., Hahn); Cava and
Prosecco for Champagne
WHAT: South American stars
STRATEGY: Tap Chile’s comfort
level and Malbec’s growing popularity
and crossover appeal (vs. Merlot,
Shiraz)
EXAMPLES: Various < $12
Chilean Sauvignon Blancs, Cabs,
Carmenère and good-intensity but
smooth Malbecs
WHAT: Vintage sleepers
STRATEGY: In “excellent” years,
the rising tide lifts quality of the basic
wines of a region
EXAMPLES: Basic AOC or “Côtes”
from Bordeaux in 2005, 2006
(e.g., “today’s Bordeaux” @ www.
bordeauxwinecouncil.org); 2007 Côtes
du Rhône; 2007 California Pinot Noir
(e.g., Mark West)
WHAT: “Second” wines
STRATEGY: Clue customers/diners
on to secondary labels or side projects
of higher-priced producers/consultants
EXAMPLES: Odfjell Chilean line
(Paul Hobbs); Christian Moueix’s
Pomerol, St. Emilion, Médoc;
declassified Napa wines, e.g.,
Reaction; Cabernets by “The Show”
don’t think they can move out
quickly. A great deal on four
cases of a wine is worthless if
it’s going to sit stacked. With so
much wine in warehouses and
wineries needing to work its
way through the pipeline,
the deals are likely to
customers
continue to pop up— are increasingly
especially at higher accepting
price points. of wines in new
packaging
formats
Big is beautiful.
Consumers can do the
Quality-Price Ratio math. They do it all the
time when they buy jugs of Tide, cases of
Pepsi and five-gallon containers of water. The
current crisis has opened the door for them to
re-think buying wine in bulk. Frankly Wines’
Frank says, “Our customers are increas-
ingly accepting of wines in new packaging
formats—Yellow + Blue 1L Tetra Pak, Roger
Perrin 3L boxes, 1L jugs of Austrian Grüner
and Zweigelt sealed under crown cap. It takes
a little reassurance, but once they understand
that these formats can deliver good wine and
great value, they usually come back for more.”
As long as the economy is weak, large formats
are bound to stay strong.
Brands are back.
There’s an old saying in the wine industry: the
wine doesn’t know what bottle it’s in. But con-
sumers certainly do. Kevin Connor, director of
marketing for Robert Mondavi’s Woodbridge,
Private Selection and Solaire wines, points out
that after a decade of the wine industry’s top
10 brands representing an increasingly smaller
share of the overall market, the slide did an
about-face in 2008: the top 10 gained ground
relative to their peers. Connor attributes the
turnaround to consumers’ attitudes. “When
times were good, wine drinkers were more ad-
venturous in terms of trying new labels,” he ex-
plains. “Now, with their budgets tight, they are
looking to play it safe and returning to brands
they trust.” Call it the comfort factor: for day-
to-day drinking, there is real value in buying
wine that won’t disappoint.
New ‘power reds.’
For lovers of red wine, seeking more bang
for the buck is not just about the buck, it’s
also about the BANG. After a long spell of
promoting the sheer power of 90-point reds,
VALUEWINES
Shelf Talkers
are one way
to point out
good buys
to customers

Trend Forecast
2009
Australia: their glut, your gain.
Australia is one big magnum of irony
winewise; amid years of serious
drought, there is nonetheless more Oz
wine in our pipeline than ever. Some
say the glut is over, but there should be
plenty of excellent Shiraz-based wines
(e.g., Marquis Philips, Red Dust and
Penfolds’ Koonunga Hill) still reaching
our shelves at prices in the low teens.

New “sweet spot” on wine

“When times were good, wine drinkers were
lists. Fine dining has been hit
harder and faster than wine retail
more adventurous in terms of trying new labels.
since the economy turned sour.
Responding to slower traffic and Now, with their budgets tight, they are looking to
trading down, restaurateurs are
targeting wines that can resell in
the $30-$39 per bottle range.
play it safe and returning to brands they trust.”
And more are coming up with – Kevin Connor, director of marketing,
special promotions to spur wine Mondavi’s Woodbridge, Private Selection and Solaire Wines
sales, such as half-price nights

Green is beautiful. Consumers’

willingness to go green when given
the opportunity seems to be
holding up in recent months. For
many, there is real value
implicit in wines made from
organically grown grapes
and sustainable practices.
The $10 bottle. On the
national chain front, Ruby
Tuesday, which includes 800
restaurants across the country,
recently launched a value
promotion: a bottle of Coastal
Vines Chardonnay for just $10
off the wine list.
Luxe is a four-letter word. Times are
going to get extremely tough for high-end
wines—especially lesser-known big reds from
Napa/Sonoma and Super Tuscans.
Home cookin’. The flip side of the
restaurant doldrums: people are buying
excellent wines at better-than-restaurant
prices and enjoying them at home. For
America’s growing gourmet culture, this is a
natural transition in tough times.
now it is up to the industry to show
them they can still get impact wines
for less coin. The current crisis is the
perfect opportunity to turn customers
onto wines that deliver the style they
want and save them money. From
Spain, Jumilla and Toro say kaboom;
ditto Aglianicos from southern Italy.
In California, one classic example of
trading down by style is suggesting
full-bodied Zin to high-end Cabernet
drinkers. But don’t stop there: Petite
Sirah is poised for a star turn. Bogle
has long been considered a staple by
penny-pinching red enthusiasts, and
Ravenswood and Red Truck have
recently added excellent bottlings to
their lineups, priced to sell for under
$12. The most fertile new power red
of all may be Malbec priced in the
high teens. Clos de la Siete, Aman-
caya, Achaval Ferrer and Ernesto
Catena’s “Tahuan” are blockbusters in
style but easy on the wallet. Think of
the Napa Cab drinker: wouldn’t he be
thrilled to get a six-pack of killer Mal-
becs for less than the price of a bottle
of Dominus? I see these reds winning
over lovers not only of big Cabs but
also heady Aussie Shirazes.
Perhaps the real key to navigating
the coming months will be for wine
sellers to confront the crisis head on.
Everyone knows times are tough, but in
terms of wine, everyone knows there is a
lot of good juice out there. Be proactive.
Make sure you have wines in diverse
categories and distinct price points that
you know are good buys. And then,
make sure your customers know it. Flag
them with shelf talkers. Set up a special
section on the floor or your wine list.
Shout it. This is no time to be whisper-
ing. By addressing the economy directly,
your clientele will realize that A) you’re
not being passive, and B) you’re on their
side when it comes to value. They’ll
drink to that. Q

8 BIN 2 0 0 9 • I S S U E 5
 NEW PRODUCTS & PROMOTIONS
1 Stirrings LAUNCHES BAR SOLUTIONS CARTONS
1 Bar Solutions is a new line of Stirrings’ all natural mixers in
an eco-friendly carton. Designed for professionals, the carton
2 packaging has a convenient pour spout, shelf stability and
is recyclable. The Stirrings Bar Solutions line is available in
select markets and includes: Bloody Mary, Mojito, Margarita,
Cosmopolitan, Pomegranate and Wild Blueberry. Visit www.
stirrings.com or call 508-324-9800

2 B&G Bistro Chardonnay TAKES A RELAXED

APPROACH TO WINE
In the spirit of the French café, Barton & Guestier Bistro
Chardonnay is meant to be enjoyed in a casual setting.
Round and creamy, this Chardonnay offers intense aromas of
white peach and crisp apple with hints of hazelnut and vanilla
on the finish. Other Bistro varietals include Pinot Noir and
Cabernet Sauvignon. Visit www.bartonguestier.com

4 3 Jeremiah Weed OFFERS SOUTHERN–STYLE

SWEET TEA WITH A TWIST
Jeremiah Weed, founder of Jeremiah Weed Bourbon Liqueur,
has ventured into new territory with the creation of Jeremiah
Weed Southern Style Sweet Tea. The 70 proof sweet tea fla-
vored vodka is currently available nationwide in 50 ML, 750
ML and 1.5 L bottles. Visit www.jeremiahweed.com

3 4 Brugal Extra Viejo Rum ARRIVES STATESIDE

Available for the first time in the American market, Brugal
Extra Viejo has been launched nationwide by Shaw-Ross
International Importers. Known for its characteristic smooth-
ness, the super-premium Brugal Extra Viejo is a blend of
older reserves with a bouquet of raisins, toasted oak and pipe
tobacco notes. Visit www.shaw-ross.com

5 Belvedere EXPANDS ITS FLAVOR PROFILE

WITH BLACK RASPBERRY
Belvedere Black Raspberry is the newest flavor to Belvederes
line of flavored vodka which currently includes Belvedere
5 Citrus and Orange macerations. Belvedere Black Raspberry
uses hand-harvested raspberries from Poland and blends them
with French black currants and French rose water. The fresh
fruit and flowers are macerated in Belvedere’s luxury vodka for
a minimum of one month to create a unique blend of flavors.
6 Visit www.belvedere-vodka.com

6 Carmenet Vineyards NOW PART OF

BRONCO WINES
Carmenet Vineyards is the most recent addition to the
Bronco Wine Company’s portfolio of wines. The Carmenet
wines, labeled Vintner’s Collection Reserve, include a 2008
Chardonnay, 2007 Merlot, 2007 Cabernet Sauvignon, 2008
Pinot Grigio and 2008 Pinot Noir. All five wines have a
California appellation. John Albaugh is the winemaker.
Carmenet Vineyards, Sonoma, CA, 707-265-4060
 NEW PRODUCTS & PROMOTIONS

1 1 Señor Frog’s ENTERS THE TEQUILA MARKET

Batrachian Spirits and Señor Frog’s bar and restaurant chain
are launching Señor Frog’s Tequilas. The new Tequila line
will be available in two styles: Señor Frog’s Plata ($25.99)
2 and Señor Frog’s Reposado ($29.99). Both offerings will be
available in a 750 ML format. The launch will be supported
with trade communications, a range of POS materials and,
where legal, off-and on-premise sampling.
Visit www.senorfrogstequila.com

2 Captain Morgan SERVES UP ITS OWN

LONG ISLAND ICED TEA
In a new line extension, Captain Morgan is now offering
ready-to-serve Long Island Iced Tea. The new prepackaged
cocktail is a refreshing mix made with rum, vodka, tequila,
gin and triple sec. Available in 750 ML and 1.75L (1.75L
glass & PET). Visit www.captainmorgan.com

3 Four Roses Bourbon NOW COMES IN A

BIGGER BOUQUET
3 4 Four Roses Yellow Bourbon is now available in a 1.75 L
format. Produced at its historic distillery in Lawrenceburg,
Kentucky, Four Roses Yellow Bourbon offers hints of pear
and apple on the nose with a smooth palate filled with
honey and spice. The new format bottle will be available in
select markets. Visit www.fourroses.us

4 42 Below Passion Fruit Flavored Vodka DEBUTS

ON AMERICAN MARKET
Made in New Zealand, 42 Below takes its name from the
country’s location of 42 degrees below the equator. To
produce its unique passion fruit flavor, 42 Below takes fresh
fruit and steams it, returning the “essence” into the vodka.
The result is a smooth vodka with a touch of sweetness and
aromas of tropical fruit, rose petals and Turkish Delight.
Available in 50 ML, 750 ML ($21.99) and 1L sizes.
Visit www.42below.com

5 Heck Estates DEBUTS PININFARINA WINES

6
5 Paolo Pininfarina, president and CEO of Italian design
house Pininfarina Extra, and Aaron Heck, co-owner of Heck
Estates, have joined forces to create Pininfarina Wine. The
collection will showcase a new wine region and its signature
varietal each year. For its inaugural 2005 vintage, Pininfa-
rina Wine has chosen Napa Valley and Cabernet Sauvignon.
Visit www.pininfarinawine.com

6 Woodford Reserve RELEASES 2009

KENTUCKY DERBY BOTTLE
This year Woodford Reserve chose Tom Chapman, retired
jockey turned artist, to capture the spirit of Kentucky Derby
135. Chapman’s signature adorns the neck band of the bot-
tle, and an attached tag tells his story and that of Woodford
Reserve Bourbon which has served as the official bourbon for
the Kentucky Derby for the past 11 years.
Visit www.woodfordreserve.com
Stiff Competition
Across the country, top bartenders compete to
create the best cocktails—and help build brands.
A Drambuie
competition in
Austin, TX
O
ver the last few years,
many of the country’s
best bartenders have been
feverishly creating cocktails.
But these tasty drinks aren’t
just for bar menus — they’re for
cocktail competitions sponsored by
spirits companies. In an attempt to win
over both mixologists and the public,
many of the biggest brands, including
Absolut Vodka, Domaine de Canton
and Drambuie, have all recently
sponsored shake-offs.
14 BIN 2 0 0 9 • I S S U E
By Noah Rothbaum
The International Shaking it up at an
Finlandia Averna competition
Vodka Cup
For years there may have been flair bartending competitions (think
Tom Cruise in the movie Cocktail) but up until recently there were
just a few cocktail contests in America. This recent trend is indicative
of just how much spirit companies now rely upon bartenders for creat-
ing new drinks and for driving drink trends. It also helps that these
events almost guarantee media attention for the brands.
Cocktails and Limericks
These competitions, of course, revolve around bartenders who mix up
drinks featuring the sponsor’s brand. But some spirit companies add
a twist. The annual International Finlandia Vodka Cup has an Iron
Chef-like round where bartenders are given a mystery basket filled
Averna photos credited to Walter Lo Cascio.
with 10 items (of which they can only use four) and have just 15
minutes to come up with and prepare an original drink. Hendrick’s
Gin, which is known for its creative promotions and unusual botan-
icals, held a competition this winter where bartenders from across
the country not only had to create a cocktail but also perform a
limerick. “I wanted to put the emphasis on the personality of the bar-
tender just as much as the taste of the cocktail – rewarding show-
manship and entertainment,” says Charlotte Voisey, Hendrick’s Gin
brand champion. “The competition was designed to further the spe-
5
 Finlandia’s Vodka Cup participants
cial relationship that Hendrick’s enjoys with
bartenders all over the USA.” To build na-
tionwide buzz, the Scottish spirit held pre-
liminary contests in eight cities, including
New York, Boston, Miami and Las Vegas,
with the finals held in Los Angeles.
Judging the Judges
These contests not only draw talented bar-
tenders from top bars but also impressive
judges. Last spring, Rhum Clément’s annual
New York Cocktail Challenge was judged
by an all-star bench, including Tony Abou-
Ganim, who created the cocktail program
at the Bellagio Resort; Julie Reiner, who
co-owns New York hotspots the Flatiron
Lounge and the Clover Club; Jim Meehan,
co-editor of the cocktail book Mr. Boston
and general manager of New York’s PDT;
and Toby Cecchini, author of cocktail mem-
oir Cosmopolitan: A Bartender’s Life.
Serious Tips
One reason these competitions have become
popular is that they offer bartenders a way
to meet their colleagues from around the
country or around the world. “We give the
bartenders a forum,” says Markku Raittinen,
Finlandia Vodka’s global brand ambassador.
These competitions also offer contestants
something else more tangible: travel and
prizes. For one thing, the finals of many of
these contests take place in exotic locations.
Marie Brizard brought 36 finalists from 30
countries to Bordeaux for its International
Bartender Seminar and Cocktail Competi-
tion. (The East Coast preliminary round
16 BIN 2 0 0 9 • I S S U E
Participants of the Averna Cocktail Competition
was held in New York’s Madison Square
Garden.) And the finals of the mid-winter
International Finlandia Vodka Cup are held
in a giant snow dome up in the Arctic Cir-
cle. Unfortunately, the site’s low tempera-
tures can wreak havoc with certain ingredi-
ents, like honey which hardens in the cold.
Still, there is at least one advantage of the
weather: “The best part is that you don’t
need to cool down your glassware,” says Fin-
landia’s Raittinen.
Slightly warmer, the final mix-off for the
contest sponsored by the bittersweet Italian
liqueur, Averna, took place on a terrace
overlooking the Sicilian Ionian Sea in Italy.
“Going to the finals is the prize,” says Don
Lee, a New York City-based bartender who
won the Averna contest with his inventive
take on a rum and Coke, which doesn’t ac-
Marco Dionysos
who took 2nd place
in the Domaine de
Canton competition
5
tually call for soda. (The aptly named “La
Cola Nostra” is made with Averna, Zacapa
rum, lime juice, simple syrup, pimento dram
and Champagne.) In addition to the trip,
Lee was also awarded a $1,500 American
Express gift card for his winning creation.
New Competitions
Follow the Trend
While Finlandia has been holding a cock-
tail competition for over 10 years, many
other brands have only recently started of-
fering contests. The sweet Scottish liqueur
Drambuie, which is made according to a
recipe created over 260 years ago, began
holding cocktail contests around the coun-
try for the first time last August. The brand
held contests in seven cities, including New
York, Portland, Denver and Austin and in
each town, 10 local bartenders battled it
out. Some of the winning recipes were very
simple, like the “Ginger Dram” created by
Mindy Kucan from the Hilton Hotel in
Austin, which calls for just Drambuie, Grey
Goose and orange blossom water. Oth-
ers were much more complicated like the
“Drambuie High Plains Drifter” a creation
from David Shenaut of the Teardrop Lounge
in Portland, which featured five ingredients
including gin, rosebud-infused honey syrup
and lemon juice. Drambuie is planning on
holding another series of competitions this
year and a national contest in 2010.
The ginger-based liqueur Domaine de
Canton also held its Bartender of the Year
Competition for the first time this past
March. The finals of the contest took place
 John Cooper, founder of
Domaine de Canton, with
John Lermayer who received

MASTERS of the SHAKE-OFF 1st place check and trophy.

These winning cocktails bring new visibility to spirit brands

The Drambuie Bartender Showcase
“Ginger Dram” Mindy Kucan, Hilton Hotel, Austin
1/2 part Drambuie Liqueur
1 part Grey Goose Vodka
1/4 tsp orange blossom water
Chill all ingredients in a shaker filled with ice. Strain into a
champagne glass that has been rinsed with ginger liqueur.
Garnish with candied ginger.
International Finlandia Vodka Cup
“The Quicky Tini” by Raditya Dimas, Dubai
1 1/2 oz Finlandia Cranberry Fusion vodka
1/2 oz strawberry liqueur
1/2 oz passion fruit syrup
1 oz lemon juice
Shake all the ingredients together and strain into a martini This recent trend is
glass. Garnish with a lemon slice and a mint tip.
Rhum Clément’s New York Cocktail Challenge
indicative of just how
“Bitches Brew” by Daniel Eun, PDT in New York City much spirit companies
1 oz Rhum Clément Première Canne
1 oz Pampero Anniversario now rely upon bartenders
1 oz fresh lime juice
1/2 oz St. Elizabeth All-Spice Dram for creating new drinks
1/2 oz Demerara syrup
1 egg and for driving drink
Combine all ingredients in a shaker, dry shake, add ice, shake
and strain into a fizz glass. trends. It also helps
Averna HAVE A NEW LOOK
“La Cola Nostra” by Don Lee, PDT in New York City
that these events almost
1 1/2 oz Zacapa 23 guarantee media attention
1 oz Averna
3/4 oz Lime for the brands.
1/2 oz simple syrup
1/4 oz Pimento Dram
2 oz Champagne (Moet & Chandon White Star)
Shake all ingredients except for the Champagne. Strain into on the beautiful island of St. Martin and top bartenders from
long glass with ice. Top with Champagne. across the country competed for bragging rights and a $10,000
Domaine de Canton Bartender of the Year Competition prize. John Lermayer of the Florida Room at the Delano Hotel
“Earth, Wind, and Ginger” by John Lermayer, the Florida in Miami came out on top. His winning cocktail was called
Room at the Delano Hotel in Miami “Earth, Wind and Ginger”, which called for Canton, fresh
2 oz Domaine de Canton muddled pineapple, fresh muddled sage, passion fruit nectar
1/2 oz passion fruit nectar and Angostura bitters. The event was such a success, Canton is
5 large pineapple chunks
already planning next year’s competition. And beginning this
5 dashes Angostura Bitters
5 sage leaves June the brand is also going to start holding a Bartender of the
Muddle pineapple chunks. Then add the passion fruit nectar, Month Competition online. Mixologists will be able to sub-
sage, Domaine de Canton and bitters. Shake. Strain into a mit recipes on the Canton website and each month’s winner
chilled cocktail glass. Top with 3 dashes of bitters and a will get a $500 prize and their recipe gets posted online for the
sage leaf. whole month.
Hendrick’s Gin Bartender Limerick Cocktail Competition But some of these competitions offer even heftier prizes.
“A Cotswold Afternoon” by Peter Vestinos This past winter Absolut and LXTV.com set out on a mission
2 oz Hendrick’s to “Search for America’s Top Bartender.” The 10 finalists from
1/2 oz lemon juice across the country competed in Las Vegas for one of the larg-
1 drop orange flower water
est purses ever to be offered by a cocktail contest. The compe-
1 heaping tablespoon of orange marmalade
In shaker add one heaping tablespoon of orange marmalade. tition was filmed and serialized like a reality television show.
Shake and double strain into clear glass cup. Top with caraway The drama-filled episodes were shown on LXTV.com. The win-
seed foam*. Garnish with toasted caraway seeds. (*Caraway ner was Las Vegas bartender Amanda Gager who was awarded
Seed Foam: Toast 1/4 cup caraway seeds. Add to 1.5 cups an oversized check for $100,000 and also made an appear-
water and 1 cup demerara sugar, place on low heat to dissolve ance on NBC’s Today Show. Not a bad tip for a few rounds of
sugar and allow to simmer for 10 min. Turn off heat and allow tasty cocktails. Q
to seep for 3 hours. Then strain.)
 THE GREEN PARTY’S
JUST STARTING!
Le Tourment Vert absinthe made a splash when it
recently launched. Its versatility as a great all-
around spirit, however, solidifies its potential for
broader growth.

T
alk about a spirited beginning! Le Tourment Vert Absinthe, imported by Distillerie Vinet Ege,
debuted at the right moment, when progressive bars, restaurants and retailers were tapping
into the mystique generated by Absinthe’s return to America.
CEO Minott Wessinger’s family has enjoyed more than a century of success distributing craft beers.
However, the decision of Wessinger to launch such a daring product marked a major move forward for
both the company and the fledgling category it is supporting. Le Tourment Vert stands side by side with
some of the most respected Absinthe brands, originates from France and features a package design
reflecting its competitive ambitions. However, Wessinger points out that Le Tourment Vert’s debut is only
the beginning.
While Le Tourment Vert’s appeal to bartenders, connoisseurs and curious consumers is obvious, plans
are in place to keep consumers’ eyes open to Le Tourment Vert beyond the category’s splashy return and
the novelty of the louche enjoyed by literati during the Belle Epoque a century ago. At 100 proof, Le
Tourment Vert is also one of the most mixable absinthes around. Though its recipe (which includes the
“holy trinity” of anise, fennel and Grand Wormwood) renders Le Tourment Vert authentic, its mild taste
and lower proof makes it more accessible to a broader audience.
Jay Law, a master mixologist from The One Group, is living proof Le Tourment Vert not only translates
as an absinthe but a cocktail foundation from market to market. Though native New Yorker Law has been
professionally steeped in classic/historic cocktails and worked Le Tourment Vert into older recipes appeal-
ing to a literati following, he was delighted that the spirit worked just as beautifully for recipes designed
for Miami’s beach-ier denizens at his new
post, Plunge at the Gansevoort Hotel.
“The One Group is behind some of
the hottest and most trend-setting clubs and
restaurants in New York, Miami and L.A.,”
observes Law. “Mixologists are at the fore-
front of cocktail culture, and at The One’s
establishments, Le Tourment Vert fits right in
with a variety of cocktail scenes and differ-
ent personal tastes. Thanks to this spirit’s
flavor, proof and mixability, they can
accomplish this. Another One concept,
STK in L.A. and New York, is a steakhouse
with a strong appeal to women. Le
Tourment Vert’s philosophy is right in line
with the way our group does business and
appeals to young, trendy and sophisticat-
ed people looking for something new.”
Now that the secret pleasure of
absinthe is open again, and open to all,
Wessinger and his team are anxious to
shift the absinthe paradigm from a curiosi-
ty to a cocktail lover’s necessity in the eyes
of restaurateurs, retailers and consumers.
To reinforce the message that Le Tourment
Vert is here to stay, the company is focused
on building relationships with on- and off-
premise clients of all sizes that are equally
enthusiastic about transforming a history-
based trend into an enduring classic.
IT’S NOT EASY BEING
GREEN…BUT WORTH IT!
Though Wessinger had his family’s 150
years of experience to draw upon for the
company’s continued success, he was anx-
ious to build upon that foundation by
going in a new direction. 2006 marked
a watershed year with Wessinger selling
some of the beer brands to Miller Brewing
Company in 2006 and making a defini-
tive decision to take the next step with
absinthe. While he had always been a
fan of the spirit, thanks to his many busi-
ness and pleasure trips to Europe, actions
taken by the U.S. government to make sell-
ing absinthe legal again sealed the deci-
sion in his mind.
That summer, Wessinger staged a seri-
ous scouting trip around France. After an
exhaustive series of distillery visits and
interviews, he found his spirit-ual soulmate
in Bruno Delannoy of Vinet Ege Distillery in
Cognac, France. Unlike other distillers he
visited, Wessinger was impressed that
Delannoy, though focused professionally
on Cognac production, shared his pas-
sion for absinthe and spent some of his
spare time experimenting with a certain
absinthe recipe from his wife Annie’s side
of the family.
Recipes For Success
These classic and modern cocktail recipes
like these are sure to ensure Le Tourment
Vert will grow on your customers.
ABSINTHE MINDED REFRESHER
Gerber Group recipe
1.5 oz Le Tourment Vert
Absinthe
.5oz Cointreau
.5oz St. Germain Liquor
1.5oz Sweet & Sour
1oz Fresh Orange Juice
.5oz Fresh Lime Juice
In a mixing glass, filled with with
ice, add Tourment, Cointreau,
Sweet & Sour, Orange Juice and
“When Bruno and I sat down to dis- Lime Juice. Shake well and strain
cuss the tradition and history of absinthe, into a tall glass filled with ice.
we realized in short order that we were Float the Elderflower on top, and
both intrigued with the idea of rethinking garnish rim with a lime wheel.
absinthe for a modern day audience, even
while keeping an authentic recipe,”
Wessinger recalls. “Both of us agreed the GREEN CLOUD
world has changed a lot since absinthe House of Blues Recipe
was banned 96 years ago, and what 1 oz Le Tourment Vert
worked before the turn of the century may .25 oz Rosemary
not work as well on the US market, espe- Simple Syrup
cially as absinthes could be as strong as .25 oz Fresh Lemon
120-160 proof and sometimes used only Juice
for medicinal purposes, and were bitter
Shake above ingredi-
due to the high concentration of anise.”
ents over ice
Delannoy and Wessinger also agreed
that if they were to collaborate on the perfect
3 oz Ginger Beer
modern absinthe, it would also have to be
sold and presented in a modern-day way. Garnish with rosemary sprig.
This meant, specifically, that it had to be mix-
able in cocktails as well as be enjoyable in
 COVER FEATURE continued
more traditional formats, such as the louche.
“I thought it was a very interesting
proposition for absinthe to take a greater
role in a cocktail’s recipe, and compete
with any other spirit such as tequila, vodka
or rum, served in cocktails in full measure,”
Wessinger continues. “As Bruno devel-
oped the recipe into what would become
Le Tourment Vert, we talked about things
like proof and it was important that it not
be too strong in terms of proof and be
enjoyed in a variety of different ways, and
less bitter. 100 proof seemed appropri-
ate. When we discussed anise levels, we
wanted something that was authentic but
not overpowering, and with that Bruno
began to distill the first batch and we were
very pleased with the results. As the
process continued, it turned out that our
approach to bringing Le Tourment Vert to
life was right on target.”
THE GREEN-ING
OF AMERICA
Le Tourment Vert arrived on the scene in
January 2008, not long after the category
as a whole hit the mainstream and, slowly
but surely, took flight and generated curios-
ity among serious cocktail aficionados
and mainstream consumers alike. Though
they also arrived at the dawn of a chal-
lenging era, the dramatic change in the
world economy, they were surprised at
how fast clients and consumers embraced
Le Tourment Vert’s colorful and contempo-
rary twist on the old legend the category
originally cashed in on.
The launch was followed by a sponsor-
ship of the 2009 Sundance Film Festival
and a stellar series of celebrity sightings,
from Madonna and Snoop Dogg to Robert
Redford and George Clooney. Wessinger,
however, insists blossoming relationships
with distributors, on- and off-premise
account clients and influential mixologists
are most important to the brand’s continued
success and long-term appeal. Le Tourment
Vert’s National Chain Sales Manager,
Michel Daniel, heartily agrees.
“From a marketing standpoint, offbeat
22 BIN 2 0 0 9 • I S S U E
and non-traditional marketing has been
effective in generating awareness for Le
Tourment Vert,” says Daniel. “My job is
to spearhead national accounts, create
relationships with buyers and gain author-
ization for accounts to run certain types of
promotions and programming on and off
premise. But that’s only the beginning, as
these accounts appreciate all the creative
things both the absinthe category and Le
Tourment Vert stand for. However, the job
is not just about executing promotions and
programs properly, but also educating on-
and off-premise clients on the product thor-
oughly. This is critical for our early and
future success. We’ll go into branches of
BevMo, for example, and go into each
branch multiple times to inform each
employee personally. This is important,
because we are dealing with a spirits cat-
egory that disappeared for 96 year and
returned with all kinds of mythology—
good and bad—that had to be dealt with.
It is important that employees at our
accounts not only know what absinthe is,
but can differentiate between different
styles of absinthe and explain what the
category is actually about.”
Daniel is also focused on maintaining
the company’s unprecedented growth tra-
jectory since its launch 18 months ago.
Because Vinet Ege is a small company,
she believes it is important for her and her
colleagues to circle back through the
accounts to be sure whatever program,
recipe or promotion they are running with
them is effective and making money.
5
“This is critical with the authorization
accounts that we have, such as Hard
Rock, The Gerber Group, House of Blues,
Interstate Hotels and TGI Friday’s. These
are big key accounts, and my focus is to
continue growing these opportunities and
expand our presence. It is a landmark that
we are the first absinthe to get a national
approval to be put in a national APL last
summer via TGI Friday’s. However, we
have to move forward from there to contin-
ue making an impact.”
Though Daniel notes that high-profile
accounts like The Gerber Group and The
One Restaurant Group and niche
accounts like The Doheny in Los Angeles
have helped give Le Tourment Vert the
much needed upscale cache, accessibility
via such accounts as House of Blues, Hard
Rock Café and BevMo will balance things
out by presenting Le Tourment Vert as an
absinthe that is as accessible as it is ele-
gant, and as versatile as it is classic.
Wessinger re-touches on the fact that the
lower proof, meanwhile, contributes to the
kind of accessibility that appeals to gener-
al consumers and connoisseurs alike.
“There are lots of great absinthes now
on the US market, but they are high proof
and quite bitter,” he affirms. “Because Le
Tourment Vert is not overpowering and is
100 proof, this has enabled it to gain
great acceptance by the cutting edge bars
and restaurants, as well as TGI Friday’s.
Thanks to our focus on creating something
like this, opportunities are unfolding with
each passing day. When we first
 COVER FEATURE continued
launched Le Tourment Vert, we launched it
with friends of my family---The Maloofs
(famously the owners of the Palms and
other high profile resorts) at the Palms
Hotel and Casino in Las Vegas. As the
Maloofs are focused on bringing the
newest and most compelling products and
ideas to their guests, when they heard we
were importing a new absinthe from
France, they immediately expressed an
interest in testing it out in their hotel’s bars
and restaurants.”
EMERALD CITIES,
STRAIGHT AHEAD
The crew at Vinet Ege was not initially sure
about how Le Tourment Vert would be
received at this first account, even with the
Palms’ reputation as a launch pad for all
“next big things” in entertainment, dining,
clubbing and lifestyle. Initially, the two
entities agreed to sell it in full bottles with
the fountain and spoon, alluring people
via absinthe’s history and lore. However,
as people started reordering more Le
Tourment Vert and it gained in popularity,
the Maloofs noted bartenders took the ini-
tiative of bringing absinthe into the 21st
century and began mixing it into cocktails.
“We knew it would catch on as a
cocktail foundation, especially in a place
like the Palms, but we initially did not
expect that to happen so quickly,” contin-
ues Wessinger. “From the introduction for-
ward, Le Tourment Vert took on a life of its
own, first at the Palms, and then at other
clubs and casinos along the strip. From
there, upscale bars like The Doheny in Los
Angeles and White Star in New York City
began to carry it. The reputation as a mix-
able absinthe began to spread, from con-
sumer to consumer and from bartender to
bartender. From there, we got Hard Rock
Café, House of Blues, Interstate Hotels
and TGI Friday’s—all very different from
one another, but equally significant.”
From the perspective of Joe Harkins,
Vinet Ege’s National Sales Manager,
though some craft beers do have an up-
market cache, Le Tourment Vert is an even
more sophisticated product, and so much
24 BIN 2 0 0 9 • I S S U E
more in demand because cocktail culture
has captured the imagination of con-
sumers from all backgrounds across the
globe. While Harkins admits shifting his
sales approach thinking from beer to
absinthe was challenging at first, he now
states working with Le Tourment Vert makes
everyday in his field a great adventure.
“What’s really exciting is witnessing
how consumers have embraced the prod-
uct,” Harkins says, beaming. “It’s gratify-
ing to see that people are so enthusias-
MILE HIGH
tic about the entire absinthe category, Virgin America Recipe
and yet our brand has already captured 1 oz. Le Tourment Vert
a solid reputation as one of the highest
quality and most versatile products out
2 oz. Sprite
Serve over ice
there. The response has been equally
strong on the retail and on-premise fronts. Garnish with lemon wedge.
But what’s most surprising is that whole-
salers for off-premise establishments have ABSINTHE MINDED COLODA
Hard Rock Recipes
gotten totally behind our brand, compar-
1 oz Le Tourment Vert
ing it to other products that do well in their
.5 oz Stoli Vanilla
portfolio such as Ketel One Vodka. Even
2.5 oz HRC Pina Colada Mix
with that, however, when I see consumers
get excited about Le Tourment Vert, that’s Shake above ingredients with
the most gratifying thing.” ice. Serve in 12 oz beverage
Harkins notes that that the basic differ- glass.
ence between on- and off- premise is that
Float .5 oz Le Tourment Vert
on-premise accounts presents sampling
opportunities that allow the team to inter- Garnish with pineapple wedge
act with bartenders and consumers in a and mint sprig.
very meaningful, hands-on kind of
GARGOYLE
way and get feedback in a hurry. He
Hard Rock Recipes
also believes great marketing ideas for
1 oz Tourment
future campaigns also spring forth from
2 oz Sweet and Sour
consumers and mixologists. While bars
Splash of Simple Syrup
and restaurants are in many ways living
1 - 2 lemon wedges
laboratories for the brand, the most ambi-
tious account, Virgin America, has brought Pour in tall glass over Ice.
Le Tourment Vert’s potential, figuratively Garnish with lemon twist.
and literally, to new heights.
LIKE A VIRGIN
Harkins compares the experience of flying
Virgin America to being a patron at a
nightclub at 30,000 feet. Given the
exclusivity of many “it” clubs, one may
think it would have taken a superhuman
feat to for Le Tourment Vert to be received
by such a heady company as Virgin
America—reigning king of cool com-
5
 COVER FEATURE continued
merce. However, as Michel Daniel
recalls, her positive experience on a San
Francisco flight, taking mental notes of the
two companies’ creative similarities in
marketing philosophy and simply
approaching the airline’s open-minded
creative gatekeeper, Porter Gale (VP of
Marketing), led to one of the most high-
profile (pun intended) in flight campaigns
in spirits history.
“Although we did not have the proper
size bottle to offer (for airline distribution), I
was so excited about the prospect that I
told the others back at our offices that I
would just love to find out who the people
behind Virgin America were,” recalled the
resourceful Daniel. “I knew, like us, they
were based in the Bay Area, and took the
liberty of reaching out for the purchasing
and procurement people. Though Virgin
America had other priorities with their mar-
keting, they told us they had seen our
brand and mentioned that if we could pro-
duce Le Tourment Vert in the 50ml size,
they would definitely do something with us.
Starting May 1, 2009, Le Tourment
Vert became available on Virgin America
flights, and in all passenger classes. Four
signature cocktails are now available for
order via the in-flight entertainment system
called “Red,” where passengers can order
amenities via touch screen during the flight,
on demand. The signature “Mile High”
cocktail, which includes Le Tourment Vert
with Sprite and a lemon or lime wedge,
has already captured the imagination of
passengers and industry watchers alike.
“To us, Virgin America represents the
ultimate brand in terms of their sophisticat-
ed demographic, young, hip, early
adopters of any market you may be talk-
ing about including spirits,” says
Wessinger. “When they approached us
about their interest in adopting us into their
spirits program, we were beyond thrilled.
Virgin America is the rare airline that cele-
brates the cocktail culture, and you cannot
ask for a better sampling opportunity. Not
only is the brand association great, but
through it we’ve introduced people to the
notion of Tourment-ing one’s cocktail: sub-
stituting the vodka, tequila or other spirit in
26 BIN 2 0 0 9 • I S S U E
your favorite cocktail with our product.”
Harkins adds, “The experience of fly-
ing Virgin America is fun and exciting, so
this makes the union between us and the
airline an ideal match. The association
speaks to the creativity of our products,
especially with Virgin America being such
an innovator and embracing companies
like ours that approach marketing our
products and our brand images in a simi-
lar fashion. It seems like a marriage liter-
ally made in heaven, because we both
have reputations for high quality products
that are original and on the cutting edge,
and most importantly, fun.”
THE EVER-PRESENT
ABSINTHE
According to Harkins, Le Tourment at press
time was in 27 states, and given progress
so far this year, things are looking strong for
being “national” by the fourth quarter of the
fiscal year. In addition to the landmark
accounts Wessinger and Daniel mentioned,
Harkins also points out Le Tourment’s expan-
sion into Walgreen’s, Winn Dixie and
Miller’s Ale House in recent months has
brought them that much closer to a goal that
initially seemed so far away.
“Our goal has always been to
become the number one absinthe in the
United States, and in most markets, we
have achieved number one status, or at
least a very strong number two absinthe,”
5
Harkins points out. “With that foundation
set, we’re now looking to get up to the top
level, across the board, this year. One
ways we can do that is to continue stress-
ing on-premise samplings with the prod-
uct, emphasizing the qualities that set Le
Tourment Vert apart from the other
absinthes among mixologists and con-
sumers. We are pushing that to the point
this year where we will be perceived as
less of a niche product or a trend and
more of a go-to spirit that works in dozens
or even hundreds of different kinds of
cocktails as a quality vodka, rum or tequi-
la would. By achieving these goals, we
will transcend from trendy to mainstream
and enduring.”
Although everybody involved with Le
Tourment Vert could not be happier about
the inspired way the product has captured
the collective imagination of people along
all points of the distribution chain,
Wessinger is cautious about continued
success noting repetition of the brand’s key
messages need to be emphasized clearly,
from wholesalers down to the retailers and
consumers, given that the legend of
absinthe and its effects still linger in the col-
lective conscious.
“The process is time consuming, but
well worth the effort, especially when you
consider that absinthes are often dramati-
cally different from one other, while tequi-
las and vodkas have a lot in common with
one another,” says Wessinger. “One
 COVER FEATURE continued
absinthe can vary tremendously from one
another. “We selected a balance of 14
different herbs that not only include the
essential fennel, anise and Grand
Wormwood, but also coriander, sage and
eucalyptus that gives Le Tourment Vert a
complexity and balance that result in a
spirit that tastes great on its own and
enhances other components of a cocktail.”
Daniel, meanwhile, emphasizes that
although Le Tourment Vert’s success is
based on its accessibility, it’s the mixolo-
gists from trend-setting bars across the
country that are helping set the mood and
stage for greater mainstream acceptance.
“When it comes to modern cocktail cul-
ture, people are turning to experts who
know what they’re doing when it comes to
mixing cocktails,” she says. “At The
Doheny in Los Angeles, master mixologist
Steve Livigni took Le Tourment Vert to a
new level of sophistication with his cock-
tails as did Jay Law at Plunge in Miami.
The Hard Rock Café used Le Tourment Vert
to transform the conventional lemon-drop
into their Gargoyle, which replaces the
vodka with Tourment. They also have an
Absinthe-Minded Colada, and it is out-
standing. They are simple cocktails to
make, and yet they really stand out.
Promoting the brand has taught us a lot,
via the mixologists, about how a spirit can
extend beyond absinthe’s surface appeal
or reputation.”
A GREENER TOMORROW
Wessinger, Harkins and Daniel all agree
that a spirit’s proposition begins with a
great bottle and package that draws the
eyes to the shelf instantaneously. However,
they all insist they are committed to Le
Tourment Vert for the long haul, and all the
feedback so far has validated their hard
work and aggressive-but-likable approach
to continuous exposure.
“Success and creativity like this are the
sorts of things that make one want to go to
work everyday,” affirms Harkins. “It’s
remarkable to come to work everyday, espe-
cially during these times, with the news on
our progress almost always being good.”
The One Group’s Jay Law is a believer
28 BIN 2 0 0 9 • I S S U E
in Le Tourment Vert’s power to transcend
trends to become an essential part of the
bartender’s tool kit instead of an occasional
flourish, no matter who is drinking his cock-
tails—be they the Manhattan sophisticate,
the Hollywood entourage or Miami’s sun
set. “I like the fact that the spirit is young
and trendy and yet has classic roots and
works with the approach that I personally
like to follow with my mixology,” he states.
While the Hard Rock Café is known
for a different genre of classic—as in the
classic rock concert kind of vibe,
Worldwide Director of Beverage Cindy
Busi feels that Le Tourment Vert’s interesting
amalgam of current and classic matches
well with the group’s enduring motif.
“It’s gratifying to see that
people are so enthusiastic
about the entire absinthe
category, and yet our brand
has already captured a solid
reputation as one of the
highest quality and most ver-
satile products out there.”
– Joe Harkins,
Vinet Ege’s National Sales Manager
“The historical association of absinthe
with creativity made it a natural for Hard
Rock” Busi declares. “When people come
to our hotels, restaurants and establish-
ments, they are looking for quality food
and beverage in a fun environment.
Though absinthe had a cool and rebellious
past, we were surprised at first to learn that
not all absinthes mix in cocktails as well as
others. Le Tourment Vert, however, fit our
style. We tested it in our New York, Las
Vegas and San Francisco stores over the
last few months and have been very
pleased with the results. However, we
must stress Le Tourment Vert is not a novel-
ty. Sales keep increasing and more cus-
tomers are buying Tourment cocktails.
We’re excited to be expanding Le
5
Tourment Vert throughout our entire US
operations in 2009.”
Jeff Isaacson, Managing
Partner/Director of Operation for the The
Gerber Group, meanwhile, finds Le
Tourment Vert is not only fully compatible with
the mixologists’ collective creative approach
to cocktailing, but also expresses the spirit
serves as an ideal canvas for their establish-
ments’ particular selection of fresh ingredi-
ents. “With its taste profile and lower proof,
we felt Le Tourment Vert was the absinthe
most suited to creative mixology,” says
Isaacson. “Now that absinthe is legal again
in the U.S. after a century of prohibition, we
are proud to give our patrons the opportuni-
ty to try one of the best products on the mar-
ket today.”
These qualities are also important for
consumers buying for home entertaining,
according to Christina Bross, BevMo!
Spirits Buyer. “Our customers come to
BevMo expecting to find new, first-to-mar-
ket products everyday, and absinthe falls
into this category,” she notes. “When it
again became legal to sell, we carefully
selected what we believed were the best
absinthes in the market. Le Tourment Vert
was one of the products selected based
on its strong price point and quality pack-
aging. As our number one selling
Absinthe, it is clear that our customers
crave newness and innovation at the right
price. Le Tourment Vert satisfies all of those
attributes for our customers.”
When absinthes first began reappear-
ing in 2008, Young’s Market Company
was inundated with distribution requests.
According to President and COO Chris
Underwood, Le Tourment Vert was a great
fit for their diversity of accounts, based on
the unique formula and bottle. “We knew
this was going to be a hot category,” he
recalls. “However, the question was what
brands should we partner with. Le Tourment
Vert, as it turns out was and is ideal for us
with its great package, superior product
inside the bottle, and most importantly, the
great people behind the brand. The
absinthe category is here to stay, and we
are proud to have Le Tourment Vert as one
of our leaders in this category." I
 ABL CONVENTION

Coming Together in
Challenging Times
The 7th annual ABL convention reminds
retailers of the importance of collaboration and
2009 ABL Officers (L-R): vice president Chuck Ferrar;
communication in good times and in bad. treasurer Jane Springer; vice president Mel Gitler;
president David Jabour; vice president Warren Scheidt;
By Daina Paulin and vice president Skip Boise

T
his year the American Beverage
Licensees welcomed a record num-
ber of ABL members and industry
professionals to its 7th annual convention
in Las Vegas. The three-day event, held in
early March, was jam-packed with seminars,
panel discussions and a host of social events,
providing a forum for retailers to discuss
common problems and collective solutions.
“This year’s convention proved to be a
great opportunity for retailers to exchange
information and share their perspective
with CEOs and high-level alcohol industry
executives,” said Susan Day Duffy, ABL’s di-
rector of operations and trade relations
Many of these industry executives and
industry leaders led a series of presentations
focusing on current challenges for retail-
ers and the industry as a whole. Following
the convention’s theme, ‘Leveraging Your
Strengths in Today’s Economy,’ many speak-
ers focused on how to move forward even
during challenging times.
Commenting on the current economic
climate, John McDonnell, chief operating
officer, Patrón Spirits International A.G.
said, “Let’s face it. With the economy the
way it is, there seems to be fewer opportu-
nities these days. However, our industry is
old enough to have survived many hard
times before.”
Also speaking on the economy, Jeff
Becker, president of the Beer Institute, re-
inforced the necessity of a united front:
“It’s particularly important in today’s envi-
ronment that the industry be unified. It’s
very important that we understand what is
going on with each of our respective [indus-
try] organizations.”
Craig Wolf, president & CEO of Wine &
Spirits Wholesalers of America, highlighted
the importance of
collaboration when
responding to out-
side criticism. “How
we present our-
selves and our argu-
ments matters,” he
said. “We have to
maintain credibility (L-R): Dr. Peter Cressy, president and CEO of the Distilled Spirits Council
of the U.S.; Craig Wolf, president & CEO of Wine & Spirits Wholesalers of
with those who have America; John McDonnell, chief operating officer, Patrón Spirits
the power to act in International A.G.
ways detrimental to
our interests.”
Focusing on other industry issues, Dr.
Peter Cressy, president and CEO of the Dis-
tilled Spirits Council of the United States
(DISCUS), drew attention to the ongoing
threats of tax increases and the importance
of collaboration. “We are at a point where
we need to avoid the perfect storm,” he as-
serted. “The perfect storm is municipal,
state and federal taxes all getting piled on
top of one another. When we get a tax in
your state, and we get together a hospitality
coalition, we can pull together to get a lot of
grassroots support.”
The Beverage Network showed its
support during the conference by hosting
an ABL board of directors & trade press
breakfast. Nearly every publisher of the 33
member publications of Beverage Media’s
Beverage Network were on hand for the
event. William Slone, the Beverage Net-
work chairman, remarked on the wonder-
ful opportunity the breakfast provided for
the publishers and ABL members to discuss
ways in which the publications could better
serve retailers. Slone furthered this dialogue
by leading a collaborative discussion with
an off-premise panel, providing retailers
with specific ideas and strategies to promote
their business. This discussion was coupled
with an on-premise discussion moderated by
former ABL president, Kevin O’Laughlin.
The conference also took time to honor
industry veterans Ralph Aguera, this year’s
Top Shelf Award recipient, and the former
executive director of the Metropolitan
Package Store Association, Bill McDevitt,
who recently passed on. To honor McDe-
vitt, his friend and fellow ABL board direc-
tor, Frank Anzalotti of the Massachusetts
Package Stores Association, offered a brief
eulogy before reading Bill’s last Final Night
Banquet benediction.
Closing out the conference, the ABL
announced its incoming leadership. David
Jabour, the CEO and co-owner of Austin,
Texas-based Twin Liquors, will lead this year
as ABL’s fourth president. Jabour will be sup-
ported by a newly-elected slate of ABL of-
ficers that includes VP Chuck Ferrar, MD;
VP Melvin Gitler, NJ; VP Warren Scheidt,
IN; VP Skip Boise, NY and Bob Sprenger,
WI who will serve as at-large members to
the executive committee. Q
For more coverage of the 7th annual ABL conven-
tion, or to learn about next year’s convention, visit
www.ablusa.org.

30 BIN 2 0 0 9 • I S S U E 5
 Scott and Patti Slaga, 710 Beach Club, San Digeo – CA

32 BIN 2 0 0 9 • I S S U E 5
 BRAND PROFILE
TEQUILA AMATE:
Maximum-quality premium tequila
at modest prices
T
equila Amate’s creators, Juan Carlos Jiminez Ahedo and
Carlos Monsalve Agraz, understand that in order to thrive
in a marketplace affected by both the world economy and
keen competition, you cannot just offer accounts and their cus-
tomers good ultra premium tequila. You need to serve up a great
tequila, with many attributes that set it apart from the others.
Speaking from his headquarters in Jalisco,
Mexico, company owner Monsalve-Agraz
reveals the company’s latest strategy for
California—teaming up with the formidable
power Gallo for distribution—will certainly
boost the profile of what makes Amate a
strong player in an increasingly crowded and
competitive arena.
“Because Amate is just starting to find
its way in the market, we decided to deal
with Carlos Monsalve-Agraz direct,” affirms
Gallo’s Danny Despars, in detailing the off-
premise focused distribution deal for
California that goes into effect on June 1.
“While Amate’s price point fits well into
portfolios, the quality and attention to detail
to achieve the final product is also impor-
tant to us. Because it’s only been a year since
we’ve branched out into distilled spirits, we
are very particular of who we take on.
Though Amate is small, Carlos is putting
out a great product, and we feel this relation-
ship will be a great transition for all of us.”
Amate tequilas already have a lot going
for them out of the gate. Monsalve-Agraz
points out that slower cooking of the agave
plant in brick ovens combined with a natu-
34 BIN 2 0 0 9 • I S S U E
keting program to benefit the consumer by
playing up the notion that he or she will get
a premium product in a hand-made bottle at
a price that is just as alluring,” notes
Monsalve Agraz. “By taking this action, we
are not only trying to keep our existing con-
sumers but bring in new ones by offering dis-
counts to our off-premise accounts.”
To keep a line of loyalty going, from the
production line to the consumers, Jiminez
ral aerobic fermentation process results in
Ahedo and Monsalve Agraz have organized a
Amate’s signature smoothness and distinc-
team that works closely with client restaurants
tive flavor of the Silver, Reposado and
and bartenders at on-premise accounts, educat-
Anejo. Amate Reposado is aged in
ing them on the special origins of Amate tequi-
American white oak barrels to develop a
la in a seminar format at their place of business.
fuller flavor. The Amate Blanco, mean-
“Before cocktails come into play, we
while, starts with perfectly cooked agave,
show them how to test it for flavor and qual-
the aroma wafts and lands on the tounge
ity, how to serve it straight up and what
with a minty, cherry and spicy personality
characteristics they should be looking for in
and then is transformed with chocolaty
a quality tequila,” details Monsalve Agraz.
notes that fill the mouth and linger on the
“Our philosophy across the board is that
taste buds. The Anejo is aged for a specific
when restaurant customers see the name
time in oak barrels which transfer to impart
Amate on a napkin or advertising, we want
a rich oaky aroma into the agave.
them to think of our tequila first when pur-
To achieve these unique flavors, Jiminez
chasing tequila for home use at a later time.
Ahedo and Monsalve Agraz personally taste
We believe that if people can have exposure
and approve every single batch before bot-
to the Amate name in the background, they
tling. This kind of attention to detail has
will know it is not just a tequila for party
resulted in awards from the Beverage Testing
time, but one to be savored anytime.”
Institute, San Francisco World Spirits
Monsalve Agraz adds that the scope of
Competion and Vin et Avec, ISW Award
the value could be expanding in the next
(2007). However, Monsalve Agraz notes
couple of years, as there are plans in the
that these accomplishments are only worth-
works to launch a super premium product
while if the products are accessible to final
or a special limited edition. All in all, we
consumers at retailers and bars.
predict Amate Tequila will make it big by
“Though there is a (worldwide reces-
keeping prices small and quality in clear
sion) going on, we are developing our mar-
focus. >>> page 58
5
 CLASSIC OR
GIN
CONTROVERSIAL?
MOVEMENT FOR 2009 IS UNPREDICTABLE
By Jenny Adams

T
Bombay Sapphire
he gin category has always been a
Ginger Grape Martini precarious one, often overshadowed by
vodka. Today, it’s come into its own,
known for the distinct botanicals that find
foreground in its flavor profiles and its much
celebrated appearance in classic cocktails that
are now once again so in fashion. Yet, 2009 is
a challenging year across all categories and gin’s
future could be just as uncertain.

According to the Distilled Spirits Council of the United States (DIS-

CUS), the total gin category has been fairly stagnant since 2003. Last year,
gin was the 6th largest spirits category at 11.1 million cases compared to 11.0
million cases in 2003. The winner within the category, however, has been
the super-premium segment, which in that same time period, has grown
from 49,000 cases to 73,000 cases, almost a 50% increase. In terms of rev-
enue, suppliers sold over $900 million in gin in 2008 versus $852 million in
2003. Gin, of course, is still far outpaced by vodka, the #1 spirits category,
which accounted for 53.3 million cases last year.
Gin has two unique advantages that help push the category along:
the influence of its history and a two-part demographic of drinkers.
“I think there are definitely two parts to gin’s resurgence,” says Al-
len Katz, director of mixology and spirits education for Southern Wine &
 GIN FOCUS
Spirits of New York. “One, you
have the segment of consumers in
the 60+ age group, and those people
certainly grew up with an understanding
of gin, even if the quality of the cocktails
during those years was probably question-
able. Secondly, you have a renewed in-
terest in classic cocktails from the youth
movement of bartenders—many of whom
are under 30—stimulating interest in con-
temporary gins.”
RETAIL VS. BACKBAR
Off-premise sales are still heartiest in terms
of mature brands such as Beefeater, Tan-
queray, Bombay and Plymouth, with the
on-premise remaining the playground of the
botanical-forward, artisan brands like Avia-
tion, G’vine, Hendrick’s, Martin Miller’s
and Bulldog.
Plymouth is Pernod Ricard’s fastest
growing gin brand, but Matthew Rodwick,
Pernod Ricard’s off-premise district manager
for metro New York, says Beefeater traded
down in off-premise sales in 2008.
“We actually had a healthy performance
from Seagram’s, which is our more value
brand,” he explains. “It’s a good, solid base
in our more urban markets.
The more upscale Beefeater 24 is a
launch Pernod Ricard is quite excited
about, though. “We wanted to make some-
thing that’s a traditional London dry gin,”
explains brand ambassador Dan Warner.
“We wanted to make something great tast-
ing without moving away from what makes
A mix of vintage and
new gin brands
in 2008:
the gin category gin, gin.” Inspired from an origi-
in the u.s. nal recipe from the group’s founder,
Beefeater 24 uses a blend of Chinese green
accounted for and rare Japanese Senchas teas as its main
11.1 million botanical. Since education is key to push-
ing the gin category, Beefeater 24 has joined
cases forces with a few other gin producers to cre-
ate an informative symposium on the spirit
(6th largest spirits that will take place this summer in New
York and San Francisco.
category by volume) As the on-premise education for con-
sumers continues, the effects trickle down
super-premium gins to increase off-premise sales of the contem-
porary brands, too. “If you walk into a re-
grew by over tail store now versus three years ago, there
40 % are more brands available,” says Charlotte
Voisey. As brand ambassador for Hendrick’s
from 2007 to gin, Voisey attributes the success of Hen-
73,000 cases drick’s to quality, followed by approachabil-
ity and the aesthetic appeal of the packag-
ing. Much like tequila, the newer gins profit
from unique packaging – whether it’s being
total gin revenue solicited from a backbar or perused on a store
shelf. On almost every brand’s bottles, con-
(at the supplier level) sumers are finding educational information
was on the back label, but the bottles themselves
have evolved to help symbolize the quality
$ 900 million of what’s inside.
up 5.6 % from
Hendrick’s dark bottle and “antique”
label are a colorful nod to the category’s
roots in apothecaries; Magellan, the origi-
2003, but down nal blue gin known for its exotic botanicals,
like iris, beckons in its bottle, emblazoned
.5 % from 2007 with an illustration of the famed explorer’s
ship; and G’vine’s bottle is bright green to
Source: DISCUS represent the trademark essence of Cognac
vine flowers.
THE GREAT
JUNIPER DEBATE
Ryan Magarian helped co-found
Aviation Gin, launched in 2006,
and he says part of his decision
to produce a new boutique
gin was because of the suc-
cessful future he foresees
for the category. With more
drinkers enjoying an arsenal
of classic cocktails featuring
gin, there is definitely room
for the spirit to run.
 GIN FOCUS
“Every spirit has its own equity drink,”
Magarian explains. “Tequila has the mar-
garita. Cachaça has the Caipirinha. I
looked at gin and realized that it has so
many equity cocktails – the Negroni, the
Southside, the Aviation, the Martini –
and in the next five to 10 years it would be
a major, major player.” What Magar-
ian also predicted and anticipated
with the launch of his own brand
and other new gins was the inevi-
table controversy surrounding the
experimentation of new botanicals,
not just juniper.
“It’s mind boggling to me that
people haven’t done this before
now,” Magarian says. “Genever was
never that focused on juniper. Once
continuous distillation was developed, the
juniper came to the forefront. I don’t see
why now there should not be another evo-
lution. I think gin will always be defined
by juniper’s characteristics, but that’s why
I coined the term ‘New Western Gin.’ I
would like to see a more clear definition
of ‘London Dry,’ in order to keep that cat-
egory from being diluted. We pushed some
buttons with Aviation, and it got people
thinking. I think it’s really cool there has
been such an interest.”
It’s not surprising there is an interest giv-
en how dynamic the category has become,
whether it’s the refined New Amsterdam
Gin, a nod to New York’s old-world history
with subtle citrus flavors; Whitley Neill, the
London Dry Gin inspired by Africa, featur-
ing the iconic baobab fruit; or White Rock
Distilleries’ Pinnacle Gin, awarded “Rising
Star” Growth Brand status by the Adams
Beverage Group. It has the advantage of
being the sibling to Pinnacle Vodka and
with 18,000 cases sold last year, the brand is
clearly picking up momentum.
Bulldog launched in 2007, and in 2008,
case volume was 50% more than the first year.
“Mixologists are an integral part of what we
do,” notes Bulldog Gin’s founder and CEO,
Anshuman Vohra. “We consider ourselves
to be the first sipping gin, and as such, we
have a very delicately balanced, crisp fin-
ish. Mixologists love our exotic mélange of
40 BIN 2 0 0 9 • I S S U E
Aviation Gin’s
Ryan Magarian
gin has two
unique advantages:
1) the influence of
its history and
2)a two-part
demographic of
drinkers:
the 60+ age group
who grew up
enjoying gin and
the under 30 group
who is interested
in today’s
resurgence of
classic cocktails.
botanicals as it unleashes their imagination.
Education of the trade is a continuous pro-
cess and something we invest heavily in.”
This summer, look for Bulldog to unveil its
“Summer of Love” campaign in New York,
with a host of specialty cocktails celebrat-
ing Bulldog’s “aphrodisiac” botanicals.
One U.S.-made artisanal gin that’s
making waves is Bluecoat, produced by
Philadelphia Distilling and packaged in a
striking blue glass bottle. Andrew Auwerda,
president of the company, says the brand is
about spirit and rebelliousness, “people will-
ing to put themselves on the line,” as he
sees it. The premium product, now avail-
able in 19 different states, is making quite
an impact so far. “The on-premise is really
important. The mixology trend dovetails
5
well with craft distilling; bartenders are
the gatekeepers of spirits,” says Auwerda.
Robert Cassell, Bluecoat’s master distiller,
also agrees the gin’s flavor profile pleas-
antly surprises. “There is a wide array of
flavor complexes that work off each other.
So many people anticipate just the flavor of
pine, but you don’t have to have
that,” he points out.
TIMES TO COME
From cardamom and coriander to
cinnamon and ginger, the com-
plexity of flavors is astounding,
and it’s shaping cocktails on-
premise. But several companies
are addressing both the mature audience
and the younger drinkers by launching a
more contemporary style alongside a tradi-
tional one. G’vine is producing their grape
and ginger-influenced Floraison gin, but has
also been offering their [Nouaison] since
May 2008, which is stronger, spicier and
has more appeal to traditional connoisseurs.
Martin Miller’s offers consumers an addi-
tional 90-proof Westbourne strength, and
Beefeater 24 will undoubtedly spark some
conversation as this mature brand takes a
stab at the young mixologist’s market.
What is unclear is how the economy will
affect gin. New York’s Prohibition Distillery
president, John Walsh, has plans to launch a
new gin in the near future. Besides keeping
in line with Prohibition Distillery’s speakeasy
theme, he feels his gin still has terrific sales
potential for this troubled economy. His mar-
keting will hearken to hard times overcome
in the 1930s, and his product will be pro-
duced at small, independent, already-existing
farm distilleries around the country.
“The majority of the products we want
to rub elbows with are in the $35 range, but
we will set the price significantly lower to
attract a client who wants quality for less
cost,” Walsh says. “As we all know, alcohol is
a product that is somewhat recession proof.
People drink when they are happy and when
they are sad, and I haven’t had one person
express the slightest discomfort that we are
launching in this climate.” Q
 HOT PRODUCTS!

GABRIEL BOUDIER SAFFRON INFUSED GIN

A few years ago, when flavored vodkas were
all the rage, savvy gin producers capitalized
on the fact that gin predated flavored vodkas
as a trend setting flavored white distilled
spirit…and by a couple of centuries. Driving
the point home a little further is Gabriel
Boudier Saffron Infused Gin, which is now
finding its way to American bars and retail-
ers thanks to the efforts of 21st Century
Spirits and Gabriel Boudier, a leading micro-
distiller based in Dijon, France that has been
producing since 1874.
Gabriel Boudier Saffron Infused Gin is
based on a French colonial-era recipe that
integrates eight natural botanicals
(juniper, coriander, lemon, orange
peel, Angelica seeds, iris, fennel and
saffron) and is only produced in small
batches using a traditional pot still.
The said recipe for Saffron Gin and
unique distilling methods were discov-
ered by the company’s master distillers
in historical French archives and dates
and Gin was the most fashionable spirit unique qualities even further via recipes and
around. promotions that trade upon the delicately
Ironically, consumer and mixologist spicy character Saffron brings to the tradi-
interest in international foods, flavors and tional Juniper spirit. I
spices makes Gabriel Boudier Saffron
THAI ME UP
Infused Gin’s appeal new and fresh nearly 50 ml Saffron Gin
two centuries after this kind of spirit was first 25 ml Malibu 3
savored by discriminating connoisseurs. This Fresh Lime Wedge
25 ml Coconut Cream
incarnation was launched at Bar06 in June
Fresh Ginger Roots
of that year, creating huge interest within Fresh Sweet Chili
the international beverage trade. At the
Shake-pour over ice cube into a rock
time, when the product found its way glass. Garnish with physalis fruit.
into the UK through a company called
Emporia, that company’s chairman BUTTERFLY EFFECT
25 ml Saffron Gin
James Rackham noted, “The main 12.5 ml Havvanna 7
blend we're encouraging is 12.5 ml Boudier crème de peche
Saffron and tonic, but with a 25 ml Orange juice
Orenadine lace
slice of orange. We're actually
altering the flavor of a gin and Garnish with speared orange twirl.
tonic, and changing it to some-
ARGY BHAJI
thing very different.” 50 ml Saffron gin
In bringing Saffron Gin to 25 ml Cinnamon syrup
adventurous American consumers One pear (muddled)

to the time when England and France and trade accounts, 21st Century Combine ingredients and pour into a
both claimed India as their “jewel,” Spirits plans to take the product’s martini glass.

BLUECOAT, AMERICAN DRY GIN

Bluecoat, American Dry Gin celebrates the
American spirit of independence and rebel-
lion born in Philadelphia over two centuries
ago. In the spirit of the origi-
nal Bluecoats, whose revolu-
tionary actions founded our
nation, Master Distiller Robert
John Cassell has proudly creat-
ed a genuine innovation in the
spirits arena.
Bluecoat is craft distilled
with 100% certified organic
botanicals, highlighting citrus
botanicals grown here in
America. Using a copper pot
still unique in design and size,
Cassell employs an artisanal
process to ensure an efficient
separation of alcohols which allows him to
produce an extremely smooth and pure spirit.
The Master Distiller describes the spirit as “A
revolutionary dry gin that leads with refresh-
42 BIN 2 0 0 9 • I S S U E
ingly sweet aromatics, giving way to soft and
earthy juniper notes. The body is intensely
smooth with a complex depth of flavors that
reveal themselves as they
permeate the palate. The
bright citrus finish is
exceptionally long and
completes an experience
that is incredibly pleasing
to the senses.”
Bluecoat is no longer
going unnoticed by those
who appreciate high qual-
ity spirits including the
judges at the 2009 San
Francisco World Spirits
Competition, where
Bluecoat was honored
with the coveted “Best Gin” and “Double
Gold Medal”. The rave reviews in the Wall
Street Journal, Men’s Journal, and Forbes have
created awareness of this superior gin through-
5
out the market, including the mixology com-
munity who appreciates the craftsmanship
that goes into making each bottle of Bluecoat.
Bluecoat is delicate and distinctive on its
own, or at the centerpiece of your favorite
cocktail. As we approach our nation’s birth-
day celebration, Bluecoat provides an excep-
tional choice for asserting our independence
from those “Redcoat” gins! I
BLUEBERRY BLUECOAT
8 blueberries
purple shiso leaves
3/4 oz agave syrup
2 oz bluecoat
1/2 oz vieux carre
1/2 lime
Muddle 8 blueberries and purple shiso
leaves in 3/4 oz agave syrup. Transfer
to highball glass filled with ice. Add
Bluecoat, vieux carre, the juice from
1/2 a lime and top with soda water and stir.
 NEWSFRONT
BEAM GLOBAL SPIRITS & WINE
NAMED IMPORTER OF THE YEAR
In addition to winning 28 medals at the
2009 San Francisco World Spirits Compe-
tition, Beam Global Spirits & Wine was
awarded the coveted title of Importer of the
Year. Beam Global’s portfolio of brands took
home 12 double gold medals and nine gold
medals. El Tesoro Platinum won “Best Te-
quila” and a double gold medal, while (ri)1
Whiskey took home a double gold medal in
its inaugural year. Other brands receiving
recognition were Ardmore Traditional Cask
Scotch Whisky, Canadian Club Sherry Cask
Whisky, Jim Beam Bourbon, Laphroaig
Scotch Whisky, Old Grand Dad Kentucky
Straight Bourbon, Courvoisier Exclusif,
Baker’s and Booker’s Bourbon.
HORNITOS TEQUILA TEMPTS
CONSUMERS TO MISCHIEVE
Hornitos Tequila, a member of the Sauza
family, is launching a new multimillion dol-
lar campaign designed to engage consumers
throughout the night. Titled Mischieve, the
campaign encourages consumers to embrace
new experiences while still enjoying Hor-
nitos Tequila responsibly. Aimed at social,
urban males,
the campaign
will be sup-
ported through
print ads, point-
of-sale materi-
als, on-premise
events and live
on-premise
photo booths
where consum-
ers can capture
their revelry.
MAKER’S MARK TURFWAY
BOTTLE TO BENEFIT CYSTIC
FIBROSIS RESEARCH
The 2009 Maker’s Mark Turfway bottle com-
memorates the 38th running of the Grade
II Lane’s End Stakes. For this year’s bottle,
Boomer Esiason, former NFL quarterback
44 BIN 2 0 0 9 • I S S U E
turned on-air analyst, partnered with Mak-
er’s Mark to create the Maker’s Mark Turf-
way bottle to raise funds for cystic fibrosis
research. Proceeds from the sale of the bot-
tle totaled more than $32,000 and benefited
the Boomer Esiason Foundation.
KNOB CREEK OFFERS DAD A
PERSONALIZED GIFT
This year for Father’s Day
Knob Creek Bourbon is of-
fering gift givers the chance
to personalize their own
bottle for Dad. Each
bottle purchased can be
customized with an orig-
inal printed label placed
on bottles of Knob
Creek Bourbon. Labels
are complimentary and
can be created online at
www.KnobCreek.com.
BEAM GLOBAL RENEWS PART-
NERSHIP WITH THE NATIONAL
CENTER FOR DWI COURTS
In recognition of Alcohol Awareness Month,
Beam Global Spirits & Wine renewed its
partnership with the National Center for
DWI courts and encouraged states to estab-
lish 365 new DWI courts in the next five
years. This is the third year in a row that
Beam has partnered with the NCDC and is
part of the group’s effort to bring national
attention to the effectiveness of DWI courts
in addressing hardcore drunk driving.
LAPHROAIG 25 YEAR OLD AND
ARDMORE 30 YEAR OLD SINGLE
MALT SCOTCH WHISKIES HIT
AMERICAN MARKET
Beam Global Spirits & Wine is offering two
new limited-edition bottlings for their spirit
collection: Laphroaig 25 Year Old and Ar-
dmore 30 Year Old. Laphroaig 25 Year Old
makes its U.S. debut. This whisky combines
bold peat flavor spiced with sweet sherry
notes and rich oaky undertones and has a
5
suggested retail price of $499.99. Ardmore
30 Year Old is aged in former bourbon bar-
rels and handmade quarter casks, giving
the whisky a unique complex flavor of its
own. Only 1,428 bottles, each individually
numbered, are available at a suggested retail
price of $449.99.
SAUZA TEQUILA LAUNCHES
MARGARITA-IN-A-BOX FOR
SUMMERTIME ENTERTAINMENT
America’s most ordered cocktail is now avail-
able in an entirely new format. Sauza Tequi-
la has created the Sauza Margarita-in-a-Box,
the first boxed margarita cocktail made with
real tequila. The Sauza Margarita-in-a-Box
contains a blend of lime juice, Sauza Blanco
Tequila, triple sec and
margarita mix. The
compact box fits
easily into a refrig-
erator, keeping it
fresh for up to six
weeks after opening.
Sauza Margarita-in-
a-Box will be avail-
able in a 1.75L box
size with a suggested
retail price of $17.99.
BEAM GLOBAL SURVEY
SHEDS LIGHT ON
CONSUMER TENDENCIES
IN A ROUGH ECONOMY
To gain insight into customer’s spend-
ing habits during a shaky economy, Beam
Global Spirits & Wine partnered with
Clarus Research Group to survey hospital-
ity industry personnel at the 2009 Nightclub
& Bar Show held in Las Vegas. The survey
found that 88% of respondents see spirits as
an affordable luxury. More than 50% of re-
spondents said people are hosting friends at
home more often, but many bartenders also
noted that their consumers are first hosting
friends at home before heading out to bars
and restaurants. As for what they are drink-
ing, a quarter of the respondents believe that
whiskey is the next big category for mixing.
 POUR OF THE MONTH

POUR OF THE MONTH

Bartender Carlos Robles shows off the Finest Call products.
BRENNAN’S RESTAURANT:
A family tradition for 50 Years
John P. Brennan was born in Berkeley in 1890. After years as a con-
tractor, building such landmarks as Saint Mary’s College in Moraga,
he retired in the early 1950’s. After a few years of retirement John got
bored. In 1958, with no previous experience in the food business, John
decided to build, then operate a restaurant that served the kind of food
he liked. Brennan’s, a gathering spot for some five decades since,
opened on his 69th birthday in 1959.
In October of 2008 Brennan’s opened a new restaurant right next
door to the original location in the heart of West Berkeley. It is now sit-
uated in the lovely, historic Southern Pacific Railroad building, a
Berkeley historic landmark built in 1913. In the dining room the large
arched windows were the original train station’s arches along the exte-
rior breezeway. The high ceiling dining area still has the original
beams in what was originally the station’s main room.
Brennan’s is an old fashioned cafeteria/ Hof Brau, with a full bar,
now in the hands of the 3rd generation of the Brennan family. They are
known throughout the Bay Area as a place to go for real Irish coffee
or a hand carved sandwich or hot plate from a selection of freshly
roasted meats (Turkey, Roast Beef, Corned Beef, etc). They have some-
thing for everyone from macaroni and cheese; to twenty-two draft beers
and sporting events on eight large screen TVs.
At the bar Brennan’s mixes of choice are Finest Call, which feature
a full line of superior products from Sweet, & Sour, Grenadine,
Coconut, Pomegranate and Prickly Pear Syrups, two Blood Mary
mixes, the Raspberry, Mango and Strawberry Purees; to the premium
Cosmopolitan Martini, Sour Apple Martini and Mojito mix.
As Bartender Carlos Robles says” Finest Call Mixes offer the best
quality in the business, and we know our customers appreciate that.”
Brennan’s is located at 700 University Ave. Berkeley, CA 94710.
46 BIN 2 0 0 8 • I S S U E 5
 BRAND PROFILE

NEW LOOK, SAME

AWARD-WINNING TASTE

Clausthaler Premium Non-Alcoholic Beer

Debuts New Packaging

Beer Cup competition. Just this year,

C
lausthaler, the award-winning, premium non-alcoholic
Clausthaler Classic and Clausthaler Golden
beer, hits the shelves this summer sporting a refined, Amber were awarded the top prize in the
new look. Lighter and cleaner in appearance, the mod- non-alcoholic beer category in the World
Beverage Championships. This organiza-
ern packaging design reinforces the brand’s premium positioning tion was founded in 1989 with the establish-
and better reflects the brew’s crisp and refreshing taste. ment of the Chefs in America Awards
Foundation and its professional Board
The re-design includes a new label, gram with Clausthaler, and sponsor events and Members gather weekly to conduct taste
packaging and POS. Available in off-premise festivals across the country to help reinforce tests on a myriad of foodservice and retail
and on-premise accounts throughout the the responsible drinking message.” grocery products.
United States, Clausthaler is imported from Clausthaler appeals to sophisticated beer The judging was conducted “triple
Germany, and brewed in the authentic pil- drinkers who want the refreshing taste of an blind” in Northern California by a panel of
sner style. It is the leading non-alcoholic imported beer without the alcohol. On-Premise Beverage Buyers. The Chef du
beer in Europe. Anytime, anywhere, consumers may enjoy Jury was famed Maître du Goût (Master of
“Clausthaler has been a U.S. market the rich, full bodied flavor of a true German Taste) Jesse Sartain.
leader in the non-alcoholic brew category beer without the alcohol. Sartain said, “Clausthaler has all the attrib-
}
since its introduction here in utes of a choice German beer: pleasant taste, a
1982,” said David Deuser, VP of bouquet of hops, a firm head and a full body.”
Sales, Binding Brauerei, USA, “The new packaging Clausthaler is brewed under a patented
importer of Clausthaler. “The process based on the German Purity Law of
new packaging stands-out at
stands-out at retail and 1516, ensuring that little fermentable malt-
retail and immediately commu- immediately communicates ose is produced. Clausthaler Premium is
nicates the brand’s premium cold-fermented with perfectly normal beer
position to long-time fans as
the brand’s premium posi- yeast that has been individually cultured for
well as new consumers. It is tion to long-time fans as the brand. The yeast can only produce a tiny
also an indication of our amount of alcohol (similar to what may be
well as new consumers. It found in a glass of orange juice) but it pro-
company’s commitment to
the brand and category,” he is also an indication of our duces plenty of the full-bodied, flavorsome
continued. taste that characterizes a good brew.
company’s commitment to
“Today’s consumers con- Clausthaler is available in ‘Classic’ and
tinue to be health conscious the brand and category.” ‘Golden Amber’ and is imported by Binding
and educated about respon- – David Deuser, VP of Sales, Brauerei, USA, based in Norwalk, CT,
sible drinking. Clausthaler’s Binding Brauerei, USA 203.229. 0106. The company imports a
}

new image is aligned with portfolio of high-quality beers from

that contemporary lifestyle,” Germany and the Czech Republic, includ-
said Deuser. “We have an Clausthaler has won numerous Gold ing Radeberger Pilsner, Krusovice, and
active designated driver pro- Medals in the NA category at the World Tucher, among others. I

48 BIN 2 0 0 9 • I S S U E 5
 BRAND PROFILE
BOMBAY SAPPHIRE GIN:
STILL SPARKLING
It’s blue skies ahead for this gin in the
Summer of 2009, especially when it comes
to impressive marketing and entertaining.
Though summer has always been a great
time for mixologists and home hosts to bring
out cool cocktails, this season the trend will
be to serve up luxury with a classic
twist…and with more twists on classics such
as an old standby called the Tom Collins.
Bombay Sapphire® is leading the charge
this year with on- and off-premise campaigns
that reflect new ways to enjoy this gin even
as it retains its title as the best selling
imported gin in the world for a fifth year.
The master distillers at Bombay Sapphire
credit the gin’s endurance to a proprietary
recipe of ten botanicals from around the
world, selected and blended for incomparable
flavor that is great on its own, mixed into a
cocktail…and yes, paired with food. Setting
the gin apart are almonds and lemon peel
from Spain, coriander seeds from Morocco,
juniper berries and orris (iris root) from Italy,
liquorish from China, cassia bark from Indo-
China, cubeb berries from Java, grains of par-
adise from West Africa, and angelica root
from Germany’s Saxony region.
The production process, fully detailed at
www.bombaysapphire.com, also continues to
be a source of intrigue, from the on- and off-
premise retailers to connoisseurs and clients.
While most gins are made by boiling botan-
icals with the spirit in a standard pot still,
Bombay Sapphire’s unique vapour-infusion
combines the botanicals with the spirit
while it is still in vapor form. This delicate
procedure requires specially adapted
Carterhead stills, of which there are just two
in the world, both used exclusively by
Bombay Sapphire. The result is a classic dry
50 BIN 2 0 0 9 • I S S U E
gin that is incomparably smooth, nuanced,
and flavorful.
Though the brand, the fastest-growing,
premium gin in the world, has upped its
cache worldwide through its commitment to
individuals and groups serving as innovators
in design, film, music, and other artistic are-
nas, it also brings inspiration to bar menus
across the country as well as home entertain-
ing. Campaigns for Bombay Sapphire for
Summer 2009 revolve about the Sapphire
Collins. Several fresh updates of the
beloved Tom Collins are being conceptual-
ized for every occasion, from beaches, to
urban roof-decks and Hollywood Hills pool
parties in full force this summer.
“The Sapphire Collins truly represents
old-world class, quality and sophistication
with a chic modern twist and is the perfect
libation to sip in warm weather,” says New
York mixologist Albert Trummer, who with
colleague Jonathan Pogash, developed some
of the recipes below. “The bubbly club soda
tickles the palate; the tart, yet succulent fresh
lemon juice along with the tangy, sweet sim-
ple syrup and muddled fruit integrated with
the 10 botanicals of Bombay Sapphire, make
for a tantalizing summer sipping creation. We
predict the Sapphire Collins will become the
“it” drink of this summer.”
Another campaign pairing Bombay
Sapphire and New York’s famed fromagerie
Artisanal brings together something smart
and unexpected…a distinctive cheese and
gin pairing program. “The result of these gin
and cheese pairings are an intriguing inter-
play of two striking, yet complementary fla-
5
vors,” says Bombay Sapphire Master
Mixologist James Moreland. “Cheese pair-
ings have gone beyond wine,” adds
Waldemar Albrecht, Maitre d’Fromagerie at
Artisanal. “Bombay Sapphire is an amazing-
ly versatile spirit which pairs extremely well
with a vast array of delicious, easy-to-serve
cheeses.” I
TRADITIONAL SAPPHIRE COLLINS
2 parts BOMBAY SAPPHIRE Gin
1 part fresh lemon juice
¾ part simple syrup
Club soda
Pour first three ingredients into a Collins glass with
ice and stir well. Add more ice and top with club
soda. Garnish with a lemon wedge.
RASPBERRY SAPPHIRE COLLINS
1 ½ oz. BOMBAY SAPPHIRE gin
½ oz. fresh lemon juice
½ oz. simple syrup*
5 fresh raspberries muddled or
¾ oz. raspberry puree
3 oz. club soda
Shake all ingredients, except club soda, and pour
into ice-filled highball glass. Top with club soda.
Garnish 1 raspberry and lemon wedge.
LAVENDER SAPPHIRE COLLINS
1 ½ oz. BOMBAY SAPPHIRE gin
¾ oz. fresh lemon juice
½ oz. lavender syrup
3 oz. club soda
Squeeze half a lemon into a Collins glass, add
lavender syrup and BOMBAY SAPPHIRE. Stir and
fill with ice. Top with club soda and garnish with a
lemon wedge.
 BRAND PROFILE

SEEING MORE OF “ORO”

21st Century Spirits takes ownership of
Oro Azul, an acclaimed tequila and El Ovido,
its sister brand, adding a cool edge to a
portfolio that began with Blue Ice Vodka

T
hough Blue Ice Vodka helped 21st Century Spirits aimed at Hispanic consumers in the 15 major
tequila markets across the United States, he
founder Jim Myerson’s Family lay a foundation for a suc- believes that the El Ovido’s unique Reposado
cessful distilled spirits company, he and his team were will appeal to a wider general audience. “We
tasted the brand, which has a distinctively
adamant that the company was not going to be “a one trick pony,” different style and flavor from Oro Azul,” he
according to Kevin Egan, V.P. Director of Sales and Marketing. notes. “Like its sister brand, however, it is
nicely distilled and offers a lovely balance of
While the Blue Ice line’s recent expansion has propelled the com- value and quality. Oro Azul’s Reposado is so
pany into a living success story, Egan notes the recent acquisition rich and elegant that it is best enjoyed in a
snifter or on the rocks on its own, especially
of Oro Azul from (Tim Boyd at Barrel Select Imports) made per-
with the deep notes of vanilla and caramel. El
fect sense, even if the current economy poses a few challenges. Ovido’s Reposado, a top seller in Mexico, has
a lighter touch and finish, and is perfect for a
“We’ve been looking to expand our portfolio industry tastings and competitions. When margarita that is deeper and more complex
at 21st Century Spirits and tequila was on one adds those factors in with elegant pack- than one made with a blanco tequila. El
the radar for us,” says Egan. “Even though aging and value-driven pricing, the result is a Ovido’s promotional materials are going to be
these times are not ideal for an acquisition, product that appeals to many trade clients brightly colored and will emphasize fun,
when the Oro Azul line became available, and consumers covering a wide range of while Oro Azul’s promotional materials will
this was an opportunity we could not pass up. demographics. continue to blend the messages of luxury and
We were aware of both the quality of the “The overall package of Oro Azul repre- quality.”
product and its potential throughout the sents great value without compromise, either Egan adds that in addition to the luxury-
United States, especially with tequila’s rising for our on- and off-premise accounts or the with-value niche, 21st Century Spirits will
popularity. There is also something to be said final consumers,” Egan continues. “There is also support the Oro Azul line through con-
for acquiring a product with great potential no doubt that final consumers are hunkering tinued advertising, charity event exposure
at a time like this, then watching it grow down on their overall (recreational) spend- and placements with Los Angeles’ ESPN
when the economy gets better.” ing. However, because Oro Azul offers a Radio affiliate and its sports radio counter-
Egan acknowledges that Tim Boyd and great balance between full-on luxury and parts in other major California markets
the team that launched Oro Azul in the U.S. reasonable pricing, the line has an advantage including San Francisco, Silicon Valley,
market did a great job generating interest in over other tequila brands that are spending a Fresno and Sacramento, areas where 100%
the line without overspending on spending lot more on advertising and promotion. Agave tequilas enjoy a strong following.
advertising or promotions, letting the quali- In addition to Oro Azul, Egan and the While it may take a little while longer to
ty speak for itself. He also affirms that after 21st Century Spirits team have high hopes strike gold in the changing beverage market,
he and his colleagues sampled Oro Azul’s for El Ovido, a popular and respected brand Egan strongly believes how one strikes is as
three varieties (Blanco, Anejo and in Mexico that also enjoys a following among important as where one strikes. For 21st
Reposado), the products lived up to their Hispanic populations in the United States. Century, the tequila additions represent a
ratings and awards garnered from a variety of Though the initial push of El Ovido will be bold step towards future success. I
52 BIN 2 0 0 9 • I S S U E 5
54 BIN 2 0 0 9 • I S S U E 5
INDUSTRY NEWS

LABEL CONSCIOUS
Carlos Monsalve Agraz not only cares about putting out a good product, but helping other tequila
producers make their mark
For the ten year-old Amate Tequila, the labels, packaging and promotional materials
are all essential components for winning sales formula. However, Carlos Monsalve Agraz
also understands that helping his fellow small producers use color and design to build their
share of the market is also important to the category. For the last twelve years, even before
Amate hit the market, Monsalve Agraz has dedicated himself to growing the Tequila cat-
egory, one producer at a time.
Because small producers are important proponents to the messages of quality and
value in the tequila segment, Monsalve Agraz sees wisdom in sharing great marketing
ideas instead of keeping them all to himself. “I have always liked doing business interna-
tionally,” he affirms. “Through my consulting business, I have helped tequila producers
develop and create brands, and then groom them to be successful in the U.S. as well as
different markets around the world. I am convinced that teaming good artisanal tequilas
with uniquely designed bottles, corks, labels results in some something special that is more
than the sum of its parts for each individual producer.”
Monsalve Agraz’s Guadalajara-based company reaches out to producers interested in
creating tequila brands that will not only appeal to niche markets in Mexico, but connoisseurs
around the world. His company has been granted a special permit by the Mexican govern-
ment to enforce key standards in tequila production, as well as help the producers order bar-
rels, corks, bottles and other supplies necessary in the making of authentic, high quality tequi-
la. He also assists producers with logistics in terms of delivering finished bottled tequila to
warehouses to ensure the products are then correctly channeled to their distributors.
“Because there are so many opportunities in the Tequila industry, my job is to make
sure producers benefit as I speak English and understand the needs of the markets in
America and in other countries where tequila sells well,” he says. “By helping other
brands, we are helping suppliers, and in turn, the industry as a whole.”

PHARMORX SECURITY
PHARMORX Security, offers end-to-end product security solutions with AuthentiTrack, pro-
viding diversion control, anti-counterfeiting and multi-million dollar savings on returns and
recalls for companies in the pharmaceutical, food and beverage, and consumer goods
industries, as well as others.
The company’s offerings address product security,
consumer protection and brand integrity. The unique
technologies and services allow users to identify prod-
ucts down to the unit level, offering manufacturers the
ability to track products throughout the entire supply
chain. This ability provides traceability for manufactur-
ers, law enforcement and other product inspectors to
obtain important data to identify points of entry of
counterfeit products. It also allows them to minimize
gray market diversion and guarantees product authentication in the field.
Uniquely, PHARMORX provides solutions for unit level authentication and linkage to
serialization at all levels of packaging. The security offerings are customized, from simple
labels and cartons with proprietary taggants to sophisticated web-based serialization solu-
tions that provide the brand manufacturer with knowledge of the product’s entire life histo-
ry. By combining layers of security, a product travels from manufacturing, through packag-
ing, into distribution, through the retailer’s point of sale, and into the hands of the consumer
with maximum traceability, safety and integrity. www.pharmorx.com.
58 BIN 2 0 0 9 • I S S U E 5
INDUSTRY NEWS
REAL WATER
Real Water is the only alkalized, antioxidant bottled water with sta-
ble negative (-) ions on the market today. Most water and water-
based products are damaged because the water has traveled
through pipes, filtration devices, and various systems - in turn being
stripped of negative electrons (-). With Real Water, the proprietary
E2-Electron Energized technology adds electrons to the water
through electrical restructuring at the end of the seven-step purification
process. Real Water will help move your body to an alkalized state
by removing acidic toxins, and the added negative (-) electrons act
as a powerful antioxidant to neutralize harmful free radicals. This
water will also aid in cellular hydration. Real Water is available for
purchase at Whole Foods Markets in the Southwest, and online at
www.drinkrealwater.com with no additional shipping costs. A 16.9
fluid ounce bottle retails for $1.50.

DRINK PR SELECTED AS U.S. AGENCY OF

RECORD FOR MARTIN MILLER’S GIN
San Francisco based DRink PR has been selected as the U.S. agency
of record for super premium English gin brand Martin Miller's Gin.
Headed by Debbie Rizzo, a thirteen-year veteran in the spirits and
mixology industry, DRink PR will manage all U.S. PR efforts for the
well-known brand.
“We are extremely pleased to be working with Debbie Rizzo and
DRink PR,” said Janet Wampler, Brand Director for Martin Miller’s
Gin. “Their reputation in the spirits industry is unparalleled and will
help us to further awareness for this exceptional gin.”
“Martin Miller’s Gin is a great example of true craftsmanship in
spirits,” said Debbie Rizzo, founder of DRink PR. “I am looking for-
ward to a winning partnership with the Martin Miller’s team in the US
and abroad.”
DRink PR will work to encourage trade and consumer awareness
by focusing on the quality and heritage behind the brand. The
agency will target the 'Gin-telligentsia', via national and regional con-
sumer press, new media, and drinks trade press. The gin, brought to
life by entrepreneur Martin Miller, will celebrate its 10th anniversary this year.
For additional information about Martin Miller’s Gin, please contact: Debbie Rizzo
at (O) 415-567-6988 or (M) 617-233-8024.

THE WINE WAREHOUSE ANNUAL TRADE TASTING AT FORT MASON, SAN FRANCISCO
Ltr: Scott Rankin-Sr VP Sales, Greg Akins-C.O.O., Jon Hartmann-VP Sales, Alan Kerman-Vp Spirits,
and Don Schiff-CEO Imports
60 BIN 2 0 0 9 • I S S U E 5
 vSPEAK {
EASYv

John McDonnell created with the care and attention that

Chief Operating Officer, can only be accomplished by hand. People
recognize Patrón as a high-quality spirit.
Patrón Spirits International A.G.
WS: How will you approach your marketing
{ and advertising efforts this year?

JM: Unlike many other suppliers, we’re

not backing off our marketing plans. The
John McDonnell, COO, Patrón Spirits International A.G., sat down with The Unilevers and Pepsis of the world have
Beverage Network’s William Slone to talk about the ultra-premium white proved that when you continue to market
spirits consumer, why luxury brands are a crucial component to keeping your your brands during downturns, you are
well-positioned and strong when the
business healthy and why hospitality has never been more important.
market turns around.

I do think the on-premise consumer is still

On the Industry
WILLIAM SLONE: DISCUS estimates
that on-premise business was down
about 5.5% last year. How has that
effected Patrón, which is such a strong
on-premise brand?
JOHN McDONNELL: There is definitely
a shift into the off-premise, which grew
about 3% last year. But overall Patrón
grew 23% last year, when the tequila
category grew only 4%. The super-
premium category grew by 10.6 %, and we
accounted for the majority of that growth.
dining out, just less frequently.
WS: How is it that Patrón has
managed to stay strong while so
many other brands are reporting
slower sales?
JM: Our advertising and brand
message is consistent, which
is very important when
you’re building a brand.
And above all, we have a
very high-quality product,
produced from the best
agave, and each batch is
 vAN I N F O R M A L C O N V E R S AT I O N W I T H I N D U S T R Y L E A D E R S
“I always encourage retailers to
expand their shelf presence of luxury
goods—more floor displays and more
facings up front.”
On Luxury Brands
WS: You believe retailers should continue
to emphasize luxury products even during
a soft economy. Why is this?
JM: It takes three or four bottles of standard
tequila to equal the profit of one bottle
of Patrón. I always encourage retailers
to expand their shelf presence of luxury
goods—more floor displays and more facings
up front. The same is true for the on-premise.
There was a recent study which showed that
the number of restaurant consumers who
make their drink decisions based on what
is on the menu is extremely high. These are
things that do not cost any money, and will
enhance margins.
WS: Why do you discourage retailers
from discounting?
JM: Certain categories are loss leaders,
to get people in the door, but this should
not be the case with luxury brands with
high margins. Are people going to buy a
$45 bottle of Patrón because it is $2 off?
Retailers are just sacrificing their margins
when they do this.
On New Products
WS: Last year, the Patrón Spirits Company
got into the vodka business with Ultimat
Vodka. How is that brand doing?
JM: People tell me that we picked an
interesting time to launch an ultra-
64 BIN 2 0 0 9 • I S S U E
v
JM: As a result of both the economy as
well as all the consolidation in our industry,
I think the odds are very much against
most new products succeeding today. You
have to have a unique selling proposition,
which we do. Brands that aren’t supported
with packaging and advertising will fail.
Retailers don’t want to tie their money up
in dead inventory.
WS: What are some other exciting brands
in your portfolio?
premium vodka. I do believe it will take
a bit longer to build this brand in this JM: The hottest product in our portfolio is
economy. But we are doing the same Patrón XO Café Coffee Liqueur. The staffs
in restaurants and bars have adopted it as
things we did with Patrón, and we firmly
their brand. We were up 80% last year and
believe it is all about a quality product
and quality distribution. You won’t hear us we’re up 47% through February this year.
ask any of our wholesalers “How many
cases of Ultimat did you sell today?” For WS: As an industry veteran, what is the
most important thing retailers can do to
us, the focus isn’t on volume but on menu
protect and build their businesses in this
placements, samplings and exposure.
challenging time?
Ultimat was served at the Oscars this year,
and we have a global ad campaign that
JM: We are in the hospitality business, and
we are adapting locally.
we can’t forget that. This is a people business
We are also well-positioned at $40,
and personality and service really matters. I
which is a nice middle ground between the
lived in NYC in the early 1980s, and in those
many vodkas around $30 and those priced
days when you bought a few drinks, the
at $60 or above. We have a 30% reorder
bartender bought you one back. That doesn’t
in every market we are in, but I suppose the
happen anymore but it should. Building
most important thing here, is that we are
relationships in this difficult economy really
prepared for a slow, successful bid.
helps. Our products are about relaxation
and fun, and we are lucky that nothing can
WS: How about the many other new
replace them. The beverage alcohol business
brands we’ve seen launched in the last
year? Do you think they will have a hard will be here forever.
time succeeding?
“[Ultimat] is well-positioned
at $40, which is a nice middle
ground between the many
vodkas around $30 and those
priced at $60 or above.”
5