06-13HawaiiBeverage Guide Magazine

7/28/2019 06-13HawaiiBeverage Guide Magazine

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D I S C O V E R T H E E X C E P T I O N A L

W H I T E W I N E S f r o m C H I L E

NEWC D

C W

90pts

TS B

Wine Enthusiast, February, 2013

90pts

M C CC

Wine Spectator, March, 2013

conchaytoro.com


3/51

RED HOTChiles palette ograpes inspires theart o blendingandyields red winnersat multiple pricepoints.

June13

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18 Wood

19 Circle,asin planets

20 FastGrowingR um

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24 Decorativeneedlecase

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27 YoungWomens

ChristianAssociation

31 Toy

32 Farmbuildings

33 Spark

34 Cubic decimetre

36 Map collection

38 Cecum

40 BBplayer__Abdul

Jabbar

42 Sailor____,

Spiced Rum

43 Eater

44 Poemopraise

45 Grown-up

47 Tides

51 WhatCelestial

Seasoningsmakes

53 Take the wrinklesout

54 Arrange

55 Nimbus

57 Neurological disease

59 Toilets

62 Zest

65 Central daylighttime

66 Lessen

67 Smellyvegetable

68 Brew

69 Mufercompany

70 Averages

71 Scarlet

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7 Expressionosurprise

8 Captain____,

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9 Teenhero

10 Crusty

11 Loose gownworn

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12 BoxerMuhammad

13 Central Time

21 Slayer

23 Taxagency

25 Damage

26 Minersgoal

28 Wheal

29 Jam

30 AmericanCancer So

32 Energyunit

35 Freezing

36 To be

37 VenezuelanRum, w/5

38 Surrender

39 Domain

40 Pottersoven

41 Picnic visitor

42 Write quickly

43 Twosome45 Sky

46 ___ Barry,Exotic Ru

48 Freightcar

49 Horse tack

50 Declared

52 Venezuelan Rum,w/

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Vm64 I I N.12

THE SpiCE iS RiGHTSpiced rum stretchesits wings with newbrands, dierentproos and expanded

lavors.

RaiSinG THE

baRRiOWine, spirits andbeer marketersembrace a bravenew multi-culturalworld.

CaliFORniaS

winE CEnTRalThe CentralCoast is on top oits game, but doenough consumerscare?

bEERS nEw

CallinG:

COCkTailSWith lavors and

cocktails driving barbusiness, beer is gettinginto the mix.

waSHinGTOn

THE biG piCTuREThe states vintnersaim to do it all, and

do it well.

luXuRy liVESPernod Ricardshigh-end portoliosees strong growth.

biG FlaVOR,

lOw CalORiE

& COnVEniEnCEBeam identiies thetop three trendsdriving consumerdrinking behavior.

baR Talk:

MiaMi COOlAllegra Angelo,beverage directoror 50 Eggs

Restaurant Groupin Miami discussesher spirited city.

FOllOwinG

DaDS

FOOTSTEpSOur Fathers Dayeature proiles threedads and their kidswho ollowed theminto the business.

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4/51A-2 Hawaii bEVERaGE GuiDE JUNE 2013 www.hawaiibevguide.com

pOSTMaSTER:

Please send address changes to

Hawaii bEVERaGE GuiDE,

P.O. Box 853, Honolulu, HI 96808

Hawaii Beverage Guide is an independentmonthly trade publication devoted to thebeer, wine and liquor industry in the entirestate o Hawaii. The views expressed inthis publication other than our own editorialcomment do not necessarily express theopinion o the publisher. Because o theconfdential nature o the matter containedherein, Hawaii Beverage Guide is restrictedto members o the industry. Subscriptions areaccepted on this basis only. Nothing may bereprinted or reproduced in whole or in partwithout written permission rom the publisher.Published monthly by Service Publications,Inc., dba Hawaii Beverage Guide. Prices are$40.00 + tax per year; $10.00 + tax per single

issue, airmail extra. Periodicals postage paidat Honolulu, Hawaii. Contents copyrighted2013 by Service Publications, Inc.

Publisher/Editor: Chrstoher Teves

Asst. Editor/Accounting: Jeer Hether

Staff Writer: le F

Consultant: Cme Msfed

Published monthly by:

Servce pctos, ic.(USPS 018-010)

1311 ko bvd. #401Honolulu, HI 96814

pHOnE: (808) 591-0049

FaX: (808) 591-0048

TOOl OF THE TRaDE FOR HawaiiS

bEVERaGE inDuSTRy

SERVinG all iSlanDS in THE 50TH

STaTE SinCE 1949!

[email protected]

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pROuD MEMbER OF

nto Coverge,

loc advtgeThe Beverage Network

Publications are serviced by

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tel/ 212.571.3232 fax/ 212.571.4443

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Please send corresPondence to:

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And The Top 10Bartender Traits Are.

II know what youre going to think

Why is that trait on the list? or Why

doesnt my trait have a spot on the list?

Well, come up with your own top tenlist.

Im serious. As a beginning bartender,

wouldnt connecting the dots to becoming

a well-rounded bartender be easier with list

in hand? Heres what a ew o my bartender

buddies and I came up with:

10. A job worth doing well Over

the long haul, you know perormance in

certain areas o bartending can get a little

spott y. But day ater day, rom the time you

clock inon timeto the time you lock the

door behind youwhich you never orget

to doyour perormance is always on the

mark.

You just broke into the top ten.

9. Speed and controlling the bar Not

a wasted step or move, combining tasks,

timely completion o tasks and so orth all

means that you are controlling the bar and

not the other way around.

8. Constantly scanning the bar Busy

times or slow, one bartender buddy said

that he uses a 30-second rule, which is,signaling a customer i he cant get to them

within 30 seconds. Now thats keeping an

eye on the bar.

7. A clean bar is a happy bar A layer

o dirty cocktail napkins and cash register

receipts covering the oor behind the bar?

Dirty glasses piled high? Your bar is sticky?

Never, because you know what customers

would think.

Now youre connecting some dots!

6. Grace under pressure Dealing

with a problem customer or breaking

a glass in the ice bin; it always seems to

happen at the worst possible moment. But

nothing can dislodge you rom that Zen-

like spot youre in.5. Not being put on the spot He said,

Just give her a drink, when you told him

she didnt want another one. Now what?

Bartending is ull o those moments when

youre caught o balance and dont know

quite what to say or do. Its awkward, but

you learned how to handle it.

4. Carrying the niceties on your

sleeves There are lots o them and

theyre dropping o your sleeves right and

letIts nice to see you. How have youbeen? Thank you. Youre welcome.

See you next time.

3. Your welcome mat is always out

One bartender said, No rowns; just

sincere smiles. Another said, You cant

have an attitude behind the bar. And you

have your ways o making each and every

one o your customers eel welcome.

2. Let the comebacks y Its not

about having smart-aleck remarks. Nor

do you need a repertoire o jokes or bag o

tricks. You use the moment or situation to

come up with clever and personalized one-

liners.

You are now a personality behind the bar.

1. Keep on connecting those dots

Drum roll please.

You learn rom your experiences and

absorb what other bartenders do well. You

never stop learning and never think you

know everything.

Now thats a great spot to be in. n

BeHInDtHeBAR by DaviD T. KraTT


5/51

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amber POLINSnio btn o bLT Stk Wikiki

barTeNder SPOTLIghT

Life is fll of blessins. Ambe

Polin, the Senio Batene of

BLT Steak Waikiki, locate in

the Tmp Intenational Hotel Beach

Walk, is fotnate to hae sch a life.

Ambe eane he collee eee,

eelope excellent skills manain

a estaant an ben leanin

abot the complexities of wine an

liqo nea San Fancisco. Oiinally

fom Eastsie Oah, the sppot of

family an fiens has le he back

to Hawaii. Bein home is whee she

nknowinly bean cltiatin he

innate talent as a batene. In he

spae time, Ambe takes aantae

of Oahs oeos lanscapes hikin

an playin beach olleyball all the

while thinkin, What shol I make

an ink at the en of the ay?

HAWAII BEvErAgE guIdE: How lon

hae yo been at BLT Steak Waikiki

an how i yo come to attain yo

cent position as Senio Batene?

amber POLIN: Ie been wokin

at BLT Steak Waikiki since openin

in 2009. I bean as the hostess an

woke as a pat-time batene

at aios enes. Peiosly, my

fien who neee help behin the

ba initiate me as a batene. I

exclaime, I ha nee mixe

cocktails befoe! She eplie withot

any obt in he oice, Jst et in

thee. An so, I i an it has been an

amazin seen yeas now.

HBg: Please explain the concept of BLT.

aP: BLT is an aconym fo BistoLaent Toonel. He is an acclaime

Hea Fench Chef an the Popieto

of the flaship BLT in New Yok City on

East 57th Steet sccessflly opene

in 2004. Twenty-two estaants

hae since followe sit wolwie

with the most ecent BLT openin in

Hon Kon. gests enjoy a aie fae:

all-Ameican hambes, classic

eli an maket items, stic Italian

comfot ishes that combine thebest of roman an Tscan mens to

extaaant uSdA pime o Cetifie

Ans ban cts of steak, fesh

seafoo an scmptios sies. (http://

www.e2hospitality.com)

HBg: does BLT Steak Waikiki hae

Foo an Cocktail Men selections

paticla to Hawaii?

aP: Chef Johan Sensson sties to

poie the best of the afoementione

cisine to incle fesh, locally own

pocts sch as poce an fish

fo o ests. O most poplaappetize, the Ahi Tatae, is see

with fesh Ahi, Aocao an Soy-Lime

dessin. He also teaches cookin

classes thohot the yea fo

anyone inteeste. The abnance of

fesh fit an poce in the islans

also ies s the oppotnity to ceate

homemae jices an syps fo o

Cocktail Men. O sinate Mai Tai

an Chi Chi poie o ests with

the expeience an appeciation ofHawaiis natal esoces: foo,

ink, lanscape an most impotantly,

the Aloha Spiit.

HBg: When ceatin yo lscios

concoctions, is Bacai rm an

impotant component of yo Cocktail

Men?

aP: Yes, Bacai rm is the base of

o cocktails. It mixes well with o

homemae fesh jices an syps,

an othe liqes. Bacai gol an

Sile rm ae always stocke in

o wells. We also hae a aiety of

Bacai rm Flaos, inclin newly

acqie Bacai Oakheat rm. O

ests, local an wolwie, enjoy

Bacai rm in o exqisite ink

selections. I cant wait to ty the new

Bacai Pineapple Fsion rm!.n

YOuNgS markeT COmPaNY Of haWaII TO Order CaLL TOLL free: 1(800)728-2570

Amber Polin

CuCuMBEr CruSH1-2 oz bci Silv ru

1/2 oz gn T Sipl Syup

Cucu Slicsfsh Lon JuicSo WtSpitmintIc

mul cucu slics & int. mix with

bci Silv ru, gn T Sipl Syup

& sh lon juic. Stin ov ic. Splsh with

so wt & Spit. dcot with mint Spi.


7/51

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8/51

Young's Market Company o Hawaii

Hawaii's Entrepreneur o the Year winner

Duane Miyashiro


Special Recognition Award to

Steven Ama POS Clerk


Estates Group Salespersono the Year 2012

yler Uehara


Red Bull Salespersono the Year 2012

Albert Distajo


On Premise Key Account Managero the Year 2012

Moka Kondo Kajihiro


Of Premise Key Account Managero the Year 2012

Lorrine Stoesser

Best in the WestSalesperson Awards Night

April 24,2013at Te Kahala Hotel & Resort


9/51


Division Managero the Year 2012

Mark Poynter


Of Premise Salespersono the Year 2012

Justin Fuentes


On Premise Division Salespersono the Year 2012

Randy Basile


Chain Division Salespersono the Year 2012Alan Bolocan


Majestic Fine WinesBest o the West 2012

Eric Fujimoto & Alan Suzuki (tie)

Young's Market Company o HawaiiBranch o the Year 2012

Eric Fujimoto (Kauai)

Youngs Market CoMpanY of hawaiiFor urther inormation or to place a order Call Toll Free: 1(800)728-2570


10/51

To see a World in a Grain of Sandand a Heaven in a Wild Flower,

Hold Innity in the palm of your handand Eternity in an hour.

-- William Blake

A-8 Hawaii bEVERaGE GuiDE JUNE 2013 www.hawaiibevguide.com

tAppIngtHetRADeBy lIaNe Fu

P s cp : l Fu, cf s & G mg t W sp

Dv FinttnDitir/Ind Ditir, hii Ditir

dave Flintstone

Beore the ubiquitous presence o the

internet in the lives o the youth in

America, the only way to experience

the world was to actually travel it. Upon

graduating rom High School, that is exactly

what Dave Flintstone did. He had some

money saved so he bought a one way ticket

to Seatt le and hitchhiked the rest o the way

into the sunset. It wasnt as un as he thought

it would be because people kept driving him

too ar, and they were really boring people.

He said, People would drive me or hours,

and take me out to dinner. Id sleep at

their house and wake up in the morning to

breakast. Then they would drive me some

more. It wasnt as much o an adventure as

I thought it would be. He said, I wouldnt

even stick my thumb out. I would just walkdown the highway eating M&Ms out o the

bag and people would pull up in ront o me

and ask me i I wanted a ride.

It was a dierent world back then in

1983. To most people AIDS was unknown;

and, whoever did know about it, thought

you had to be either Gay or Haitian to get it,

(oh, and to a lesser extent a ver y unlucky IV

drug user). The internet was used or email

only. When the World-Wide-Web www

was created on the internet, proessors

debated about its overkill. Why would you

need color or pictures online? In those days

lie was slower. Snail mail was the norm,

and the ax machine was considered high

tech.

In this world, Dave worked as a bartender

(its nice to know some proessions never

ade away) and saved money to go on his

next adventure. He bought one way tickets

to Thailand, Canada and Europe. One day,

watching TV in his motel room in Santa

Monica, Dave was watching Magnum P.I.,

one o his avorite shows, and decided to

buy a one way ticket to Hawaii. He saw a

one way ight to Hawaii or $99. He ended

up ying to Hawaii on the fnal ight o Air

America. He spent a lot o t ime on Maui

beore purchasing a one way ticket to theCaribbean. While in the Caribbean, he

decided to become a distiller because while

there he sampled a liquor that actually

tasted good on its own. That liquor was

Barbencourt Rum rom Haiti where he was

living at the time. Thats where the idea hit

him that, It would be really un making

my own liquor. There were lots and lots o

small distilleries around so he started doing

casual apprenticeships, and thats how he

learned how to make liquor.

He decided to move back to Hawaii

because it was always one o his avorite

places. He says, Hawaii has consistently

good weather, nice beaches, and nice people.

Its a very easy place to live. So he bought

a one way ticket and in the ullness o time

started to make his liquor here. The spirit

he is most excited about is his Hawaiian

Moonshine which is a more traditional

style Okolehao. It excites him because

o its uniqueness in that it is made out o

Hawaiian tea root; and, also because it brings

something that had virtually disappeared

back into todays world. He says, There

are literary reerences to it as early as

the 1790s.In Hawaii, it had an almost

mythological status ater it disappeared. I

wanted to bring it back.

He believes that just as the restaurateurs

have done, the beverage proessionals

in Hawaii should take pride in our local

beverages. You have Waimanalo greens,

Shinsanto Pork, and Big Island Bee. Yet our

bar ingredients are entirely imported. I would

like to challenge local bartenders to give theHawaiian spirits a chance. Try them. Taste

them. Put them in your bar, and give people

a chance to order something that is made

in Hawaii. Because, people that come here

would be very happy to taste something that

is locally produced.especially i its called

Hawaiian Vodka, Hawaiian Moonshine, or

Hawaiian Coconut. We both laugh. And

theres the grain o sand; its laying on a

beach in Hawaii.n


11/51

Dr etter. Dr H

A

ter extensive research andproduction, 100 proo HawaiianMoonshine is Dave Flintstone's

version o Okolehao, liquor uniqueto the Hawaiian Islands o the late 18thCentury. Dave's goal was to produce anauthentic Hawaiian Spirit: smooth, strong,and pure and simple. The original Okolehaowas a potent concoction o Ti root and SugarCane, avored by the Alii o old Hawaii Nei.Hawaiian Moonshine, Fit or Royalty!

The bottle is 750ml o beautiullydecorated stoneware, screen-printed with theonly Hawaiian language label in the world,

and with resealable swing tops. HawaiianMoonshine is excellent or creating antasticcocktails, and is enjoyed sipping straight upor as the ever-popular shooter. Just releasedat the end o December 2012, available onlyin Hawaii. Suggested retail price is $33.00.

isdDsters.com

fceoo.com/hvod

Johso bros. of H Order Des: (808) 487-5355

BRAnD pRofIle

hawaIIaN MooNshINeok, atntic hiin spirit


12/51

Frederick Booker Noe III wasborn on March 9, 1957, in

Bardstown, Ky., the Bourbon

Capital o the World. He grew

up in the very same house his

great grandather, the legendary

Jim Beam, had once lived in.

Understandably, his early years

were steeped in whiskey culture.

Listening to his athers tales o

his amous amily, he learned toappreciate and understand the crat

o whiskey making.

Upon graduation rom

Bellarmine College in 1983,

Fred began work at the Jim Beam

Clermont distillery on the bottling

line. Under his athers tutelage,

Fred learned every aspect o the

bourbon-making process, including

grain selection, ermentation anddistillation.

In the early 1990s, Fred began

to play an important role in the

development and promotion o The

Small Batch Bourbon Collection

Basil Haydens, Knob Creek,

Bakers and Bookers bourbons.

These ultra-premium bourbons,

which are aged longer and eat ure

higher proos, were created under

his athers guidance in the early1990s. When the bourbons were

frst introduced, Fred would help

select the batches that were ready

or bottling by tasting samples at

the amilys kitchen table.

Upon Bookers retirement, Fred

took over the prestigious duty

o serving as ambassador o The

Small Batch Bourbon Collection.

In addition, ater rigorous years o

apprenticeship and training, he was

named master distiller in 2003.

As the chie bourbon ambassador

or Jim Beam Bourbon, the

worlds No. 1 bourbon, Fred is an

adept and entertaining spokesman

or not only the Jim Beam Distiller y,

but the bourbon industr y as well. A

requent world traveler, he remains

a sought ater speaker.

On Sept. 12, 2007, the company

honored Fred by placing his

portrait on the Jim Beam Bourbon

brand label, alongside the six amily

distillers who preceded him in theamily business Jacob, David,

David M., Jim, Jeremiah and

Booker.

Today, Fred is integral in the

development and selection o some

o Beams latest innovations and

avor extensions. Most notably,

Fred hand-selected Knob Creek

Single Barrel Reserve barrel-by-

barrel, creating a unique expressiono Knob Creeks rich, mature avor.

His guidance and expertise also

aided the launch o Knob Creek

Rye Whiskey (available nationwide

July 2012), bringing deliciously

rich and savory notes o rye to lie

in a way that only Knob Creek

and Fred Noe can. The spirit is

a versatile, ull-avored straight rye

whiskey that oers smooth spice

with ever y sip.

In addition to expanding the

Knob Creek port olio, Fred oversaw

the creation o Devils Cut,

a premium bourbon whiskey

developed using a proprietary

process that extracts the liquid

trapped inside the wood o the

bourbon barrel, which leaves rich

avors rom deep within the barrel

wood it contains. He also worked

closely with the company to expand

Red Stag by Jim Beam, a line o

fne Kentucky Straight Bourbon

inused with natural avors

through a unique artisanal process.The complete Red Stag by Jim

Beam portolio includes Red Stag

by Jim Beam Black Cherry, Red

Stag by Jim Beam Honey Tea and

Red Stag by Jim Beam Spiced.

Noe resides in Bardstown, Ky.,

in a house built adjacent to the

Beam amily home, with his wie

Sandy and son Frederick Booker

Noe IV. Noe remains instrumentalin the Beam business, dedicating

himsel to perecting the amilys

closely guarded bourbon-making

process and continuing his amilys

legacy. n

Frederick Fred Booker Noe III, Master Distiller,

son o the late Frederick Booker Noe Jr., Master

Distiller Emeritus, and great grandson o Jim Beam,

is a seventh generation distiller and keeper o a amily

fame that has burned or more than 200 years.


13/51

Bottle Signing Event at Nexcom on05.17.13.

Bottle Signing Event at Costco Iwilei05.18.13.

Sport Fishing at the Waikiki Yacht Club05.20.13.

Sport Fishing at the Waikiki Yacht Club05.20.13.

Private Luncheon at Pint & Jigger on 05.20.13

Interview with Jo McGarry at the KahalaHotel 05.17.13.

Private Tasting at Fujioka's Wine Times05.17.13.

su W & sp hw t t F 1(888)866-9463


14/51su W & sp hw t t F 1(888)866-9463


15/51su W & sp hw t t F 1(888)866-9463



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Timed for summer fun, Skinnygirl Cocktails has four

additions to its successful portfolio. Mojito was the

most-requested flavor from fans and comes in at 19.9

proof with fresh citrus notes. Sweet n Tart Grapefruit

Margarita is a new twist on the original,

also at 19.9 proof. White Cherry Vodka

offers sassy cherry and creamy vanilla

at 60 proof. Moscato offers soft tropical

notes and is 9% ABV. All are less then

100 calories per serving.

SRP: $14.99/MoscatoSRP: $14.99/Mojito/MargaritaSRP: $21.99/White Cherry Vodka

PINNACLE VODKA PRESENTSNEW SWEET FLAVOR ADDITIONS

Pinnacle recently introduced two new avors

to its vodka portfolioRainbow Sherbet and

Strawberry Shortcake. Distilled ve times, both

fun avors pay homage to classic dessert

treats and are extremely mixable. Rainbow

Sherbet offers citrus notes of lime and

orange along with creamy raspberry, while

Strawberry Shortcake brings to mind fresh

strawberries and pastry cream.

VOGA ITALIAN WINEPRESENTS PROSECCO

Voga Italia, imported from Italy by Enovation

Brands, has added Prosecco to its portfolio.

The Italian sparkling wine is growing in

popularity; Voga is made near the town

of Conegliano in the Veneto region, and

produced with an extended Charmat method

to improve its perlage. A balanced wine with

hints of citrus fruit. Available nationwide

starting this month.

vogaitalia.com

SRP: $13.99

BALLETTO VINEYARDS & WINERY:QUALITY FROM THE VINE

TO THE GLASS

The Balletto family makes their wines in

Californias Russian River Valley. Out of 500

estate acres, the winery uses just 50. Balletto

wines are low in alcohol, with higher acidity

and subtle avors. The agship wines in the

portfolio are Chardonnay and Pinot Noir; the

winery also produces Gewrztraminer, Pinot

Gris, Ros of Pinot Noir and Zinfandel.

broncowine.com

THE BAYIS LATEST FROMPHILADELPHIA DISTILLING

Philadelphia Distilling proprietor Andrew

Auwerda is a University of Maryland alum, soits tting that his company has released The

Bay Seasoned Vodka. This vodka is distilled

four times and infused with a blend of traditional

Chesapeake Bay seafood seasonings and sea

salt. An ideal choice for Bloody Marys, with

oyster shooters or enjoyed alongside a pile of

fresh blue crabs.

NICHOLAS ENTERPRISES

LAUNCHES CARLOS MURPHY

ORIGINAL CINNAMON SPICED TEQUILA

Nicholas Enterprises Inc has introduced Carlos MurphyThe Legend Original Cinnamon Spiced Tequila, a

100% blue agave reposado tequila infused with

natural cinnamon avors, The Legend offers

cinnamon aroma on the nose and a soft, smooth

nish. Currently being launched across the U.S.,

Canada, Japan and Belgium; bottled at 70 proof.

SRP: $26/1L

thebayvodka.com

SRP: $19.99

carlosmurphytequila.com

818-735-6690


17/51JUNE 2013 Hawaii bEVERaGE GuiDE A-15www.hawaiibevguide.com

>>g www.HawaiiBevguide.com up yu

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Congtultons to Denns Do Leln's, wnne o the 24thannul Mu Onon FestlsCnco de Mo Mxolog Contestt Whles vllge n Knpletung Mesto DoelDmond Tequl.

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ARounDHAwAII



NEWPRODUCTS

&PROMOTIONS

ABSOLUT LAUNCHES SINGLEESTATE LUXURY ELYX VODKA

Fresh off being named Best Vodka and

winning Double Gold at the San FranciscoWorld Spirits Competition, Absolut Elyx is

now in select markets across the U.S. This

luxury vodka combines traditional handcrafted

expertise and copper distillation, dened by

exceptional purity and smoothness. Bottled

in a modern decanter package with real

copper accents, Absolut Elyx blends style and

substance.

SAY HI TO FIREFLYDISTILLERYS LATEST: MOONSHINE

From the creators of original Firey Sweet Tea

Vodka comes Firey Moonshine. Six variations

White Lightning, Apple Pie, Caramel, Cherry,

Strawberry and Peachrange between 41.1 and

100.7 proof and provide

unique flavor and South

Carolina character. Originally

a distillery secret, founders

Jim Irvin and Scott Newitt

are bringing it nationwide.

HOUSE OF DEWARS INTRODUCESHIGHLANDER HONEY

Available since April, Dewars Highlander Honey

infuses Dewars White Label blend with hand-chosen Scottish honey. The resulting spirit has a

mellow character with both sweetness and bite.

This is the rst offering of Dewars Highlander

range which will showcase innovations using

indigenous Scottish ingredients. 80 proof.

kuhlvodka.comrefymoonshine.com

SRP: $11.99SRP: $17.99-$18.99

absolut.com

SRP: $49.99 SRP: $23.99

WESTERN SPIRITS BRINGS

FRENCH CLASS WITH KHL VODKAKhl Vodka is an 80 proof vodka made from French wheat and

distilled at least four times. The infusion process for creating

the brands range of avors ensures that this is vodka with

avor as opposed to avored vodka. Khl

Vodka is available in many avors

including original

unavored, Hot

Cinnamon, Chocolate

Whipped and Key

Lime Margarita.

dewars.com

JFJ EXTRA DRYCALIFORNIACHAMPAGNE IS PRETTY IN BLUE

The updated packaging for JFJ Extra Dry

California Champagne features a label in a

lovely blue hue similar to a certain iconic

jewelry brands boxes. Its a sparkling wine

that is perfect for summer celebrations like

engagement parties, showers, weddings and

graduations. Says winemaker Bob Stashak,

Flavors reminiscent of apples, limes and pears

t nicely with a little bit of a nutty characteristic,

before a clean and balanced nish.

broncowine.com

CAVIT COLLECTIONPALM BAY'S DEBUTS

NEW PACKAGING

The Cavit Collection has introduced new

packaging for its full range of popular northern

Italian wines. Inspiration for the new labels

came from the Dolomite Alps, and the labels

and outer shippers feature a die cut of the

Alpine mountains as well as a more prominent

logo, a more detailed image and a color band

corresponding to each variety. Available in187ml 4-packs, 375ml, 750ml and 1.5L sizes.

palmbay.com


19/51


20/51

Given the numerous unusual products released in the past ew

years, its not oten that olks in spirits world are surprised by

a new launch, but the recent announcement o a version o

Captain Morgan Spiced Rum nished in Sherry casks did

raise eyebrows. More importantly, though, it marks a signicant

signpost in the expansion o the spiced rum sub-category, more o-

ten thought o as a party drink or post-graduate rat boys.

Its been a remarkable ew years or spiced rums, as the category

has been stretched with brands boasting higher proo, dierent favor

proles, a range o price points and some groundbreaking imagery.

Case in point: Kraken, the ast-growing rum that recently grabbed

consumer and advertising industry attention with its remarkable

three-dimensional billboards in Chicago, the Kraken itsel slithering

its giant tentacle into an apartment to grab a potential customer.

Both activities are part o the continuing eorts by brands

to stand out in an increasingly crowded eld, which o late has

been led by a fotilla o nautical characters. Captain Morgan,

Admiral Nelsons, Sailor Jerry, Blackheart and Blackbeard have

New brands, different proofs, added avors spiced rum stretches its wings

BY JACK ROBERTIELLO

Spice is Right

NO REGRETS

by Miguel Olmedo

Aretskys Patroonin NYC

While white rums are the standard pick forsimple rum drinks, mixologists are increasinglytapping spiced and aged expressions to addrichness and complexity to cocktails. No Regrets,pictured here, is based on Santa Teresa 1796Rum, plus Aperol, Punt e Mes Vermouth and adash of orange bitters.


21/51


22/51

spiced RUM

all enjoyed success, giving spiced rum an

edgier, more rebellious image than that o

milder white rums still avored or Cuba

Libres, pia coladas and simple tropical

concoctions. O course, just because a

rums name links to sea-aring does not

mean its any less authentic than otherrums. Brinley Gold Shipwreck Rum is a

perect example o a serious favored rum

portoliospiced, vanilla, coee, mango

and coconutthat has shown tremen-

dous growth since its ounding on the

island o St. Kitts in 2002.

Spiced rum in the past ve years

has denitely taken on a lot o innova-

tions and there has been a explosion

o brands, says Toby Whitmoyer, vice

president, brand managing director o Ba-

cardis rum portolio that launched theirspiced expression Oakheart in late 2011.

The leaders o the category are struggling

to continue to grow with the many brands

coming in. We see an attractive opportu-

nity to expand the category and we ex-

pect continued innovation.

The innovation seemed limited to

price, proo and the incorporation o

additional favors until the announce-

ment rom Captain Morgan, already

with nine line extensions that include

premixed cocktails (Long Island Iced

Tea), high proo (Black) and mixed fa-

vors (Lime Bite).

Our robust innovation agenda con-tributes to our growth, which is how the

limited edition Captain Morgan Sherry

Oak Finish came to be, says Diageos Tom

Herbst, vice president and U.S. Captain

Morgan brand director. Its a rich and fa-

vorul take on the brands signature blend.

Our overarching goal remains to become

the number one rum brand by 2015.

SPICE IN THE DRIVERS SEATIts that activity along with other new

brands that has pushed spiced rum soar so ast; without its growth in 2012,

what was essentially a fat year or rum

might have turned negative, according

to recent data. Rum, the second largest

category ater vodka, grew just 1.5% in

2012, to nearly 25.5 million cases, ac-

cording to numbers provided by the

Distilled Spirits Council o the United

States, while brands like Kraken, Sailor

Jerry and Oakheart showed double- and

triple-digit growth last year.

The innovation is ne with people in

charge o ast-rising spiced rums, includ-

ing Sailor Jerry, says Ken Reilly, category

marketing director at William Grant. Arising tide lits all ships, and the act that

consumers are discovering spiced rums

through a lot o strong brands dierenti-

ated in the segment bodes well, he says.

That tide is rising with loads o new

spiced rums entering the market: this

spring, Malibu debuted a low-calorie, 30%

ABV spiced iteration with a light spice,

smoked vanilla, and cinnamon favor

prole targeted to emale consumers. Fol-

lowing the launch o the George Clooney-

partnership Caliche Rum last year, the lat-est celebrity rum comes rom singer Kenny

Chesney, who in May launched in 32 mar-

kets Blue Chair Bay Rum in three expres-

sions: white, coconut and coconut spiced.

And earlier in the year, the Gallo olks

turned their hands to rum with Shellback

White and Spiced. Millennials are en-

gaged in the category and over-index with

rum|SELECTION

Blue Chair Bays expressions; inside the pavilion visitor center ofCruzan Distillery; and Atlantico, star-powered by Enrique Iglesias.


23/51


24/51

rum on a dollar contribution basis. How-

ever, they move to other spirits perceived

to be more sophisticated as they progress

in lie, says Gerard Thoukis, senior direc-

tor o marketing or Shellback. To gather

them beore they graduate to other brown

spirits, Shellback Spiced was developed tobe smooth, easy to drink, sweet and ruity,

with a less vanilla characteristic promi-

nent in many spiced rums.

On the other hand, Oakheart is being

positioned as a sippable rum thats more

rened and mature, with a slight smoky

favor prole. Captain Morgan Sherry

Oak Finish aims or complexity was well,

showing notes o oak, sherry, vanilla, car-

amel, dark cherry and cocoa with a slight

foral undertone.

While emales make up hal the spicedrum demographic, the volume is greater

among young males, and thats where two

brands owned by Heaven Hill, Admiral

Nelsons and Blackheart, operate, says

company spokesman Josh Haer. Black-

heart appeals to those seeking higher

proo and an edgier image, while Admiral

Nelsons consumers are more price-sensi-

tive and less into premium imagery.

As the spiced choices increase, re-

search reveals that consumers think o

spiced as simply dark rum, which encour-ages brands like Sailor Jerry to eye com-

peting or drinking occasions with highly

branded whiskies and other brown spirits.

Its even showing up in cocktails, as Dia-

geos Tom Herbst points out. As mixol-

ogy continues to evolve and diversiy,

the demand or spiced rum has increased

steadily, says Herbst. Overall, consum-

ers are becoming more receptive to brown

spirits, which includes spiced rum, wheth-

er in cocktails or enjoying on the rocks.

So, high proo or low, strong or mild,

bold or easy, premium or value, spiced rum

buyers have a range o choices. And thats

likely to continue as the category stretch-

es; its clear that right now, spice is right.

Spiced rum is a signicant segment o the

overall rum category and its going to con-

tinue to expand, and there will continueto be innovation whether its marching up

through dierent tiers o aging or proo or

favors, says Whitmoyer.

It will be interesting to see the ex-

tent to which the heightened attention

to spiced rum spills over into favored

rums. Bacardi has happily extended into

multiple favorssome, such as Dragon

Barry, quite exoticas well as lower-proo

ready-to-serve cocktails. Brands Jumbie

Bay and Caribaya have orged identities

that keep their tropical favors and imag-

ery ront and center.

Vanilla rums, in particular, seem

poised or attention, as they straddle thespiced and favored categories. Notable

vanilla expressions include Pink Pigeon,

an Anchor Distilling Co. import rom

Mauritius, tinged with vanilla, nutmeg

and orange peel. And direct rom Mada-

gascar, the worlds most amous vanilla

supplier, comes Dzama. This line includes

multiple bottlings; Dzamas 80 proo, $35

vanilla expression has a whole bean in ev-

ery bottle.

SIPPABILITY ANOTHER TARGETSpiced rums may be the current volumedrivers, but when the palates o rum

drinkers mature, many rened and com-

plex pleasures await them. The trick is,

getting consumers to understand what

good rum really is.

Rum consultant Luis Ayala believes

the search or breakthrough spiced brands

has led the industry down a narrow and

wrong path. Rum has not been consid-

ered a serious distillate due mainly to the

spiced and favored rums that dominatethe industry, says Ayala. For every con-

sumer who enjoys sipping aged rums neat,

rom a sniter or other specialty glass,

there are hundreds o consumers who mix

spiced rums without regard to the quality

o the neutral alcohol they are drinking.

Theres no lack o brands or pres-

enceor one, Appleton in the past ew

spiced RUM

rum|SELECTION

RUM, THE SECOND LARGEST

SPIRIT CATEGORY AFTER

VODKA, GREW A MODEST1.5% BY VOLUME IN 2012;

BUT WITHOUT SPICED RUMS

ROBUST CONTRIBUTION, THE

OVERALL U.S. RUM MARKET

MIGHT HAVE SHRUNK.


25/51


26/51

years made a big point o showing their

aged expressions as sippable as whiskey.

Says Brand Manager Katherine Lewis,

thats where the customers are: Going

beyond the rum consumertapping

in to the aged brown spirit consumer,

who appreciates aged tequila, singlemalt Scotch, bourbon, etc., well speak

to them with a message that emphasizes

liquid quality and premium liestyle.

The movement is denitely there,

says Bacardis Toby Whitmoyer: We

denitely see interest in dark and aged

rums picking up, or us with Bacardi 8 and

Reserva Limitada. But rums havent been

premiumized at the rate o other spirits.

Some brands are aiming more actively

to correct that. Cruzan will roll out its Dis-

tillers Collection this all, with Cruzan

Estate Diamond Light Rum and Estate

Diamond Dark Rum joining Cruzan Sin-

gle Barrel. Mount Gay just launched Black

Barrel, the only Mount Gay rum nished

in charred bourbon barrels, and made with

a higher proportion o double distillates.

Some other airly young brands

with complex favor proles and super-

premium positioning, such as Banks and

Atlantico, have pegged their growth to

the bar community and consumers who

a ew years ago might have gravitated to

Zacapa, the dark and rich Guatemalan

rum. Atlantico, in particular, is one to

watch; on top o the star power provided

by Enrique Iglesias, the brand has two

expertly crated sip-worthy expressions:

a solera-style Reserva and Atlantico Pri-

vate Cask, a blend o small-batched rums

aged up to 25 years.

The allure o being regarded as a

sipping rum is clear, although these

rums themselves are not. Goslings,

whose Black Seal Rum made the Dark

and Stormy amous, scored a coup

when Caribbean Journal named Gos-

lings Family Reserve Old Rum their

2012 Rum o the Year.

Based on its name and packaging, Viz-

caya VXOP borrows a page rom Cognac

to declare its commitment to sippability.

Made with ragrant sugarcane juice er-

mented and aged in oak barrels, Vizcaya

VXOP emerges with a thick texture and

deep favor prole that includes notes o

spice, butterscotch, honey and caramel.

Rhum Clment, perhaps the best-

known rhum agricole sold in the U.S.,

to that end has mostly been promoted in

high-end cocktail bars and brown spirit

lounges, and recently has increased its

expressions to include a 6-year-old and a

10-year-old. Soon, according to managing

director o Clment USA Ben Jones, the

company will add a white rum made rom

a single-varietal sugar cane a single cask

aged in all French oak or eight years.

Other brands too have ocused on the

cocktail crowd, like Venezuelas Santa Te-

resa. Says Commercial Director Henrique

Vollmer, Santa Teresa has eectively

demonstrated that its aged expressions are

worthy o sipping on their own and can

go head-to-head against the nest whis-

kies and brandies.

Theres an array o rums, like Pana-

mas Ron Abuelo and Nicaraguas Florde Caa, that oer more rened and in-

teresting aged expressions, but building

interest or super- and ultra-premium

rums has always needed a big push rom

one o the major players to establish

consumer awareness o rum as a quality

beverage. As Ayala says, The premium

and super-premium segments have the

most potential, and those distillers who

are able to deliver a good quality/cost

oering at these levels will see their

businesses grow.

spiced RUM

RUM101 Rum is made rom sugarcane byprod-

uctssuch as molasses, or directly rom

sugarcane juicewhich are ermented and

then distilled. Ater distillation, the spirit is

aged in oak barrels. The ollowing points

cover variations o the nal product:

Light rum (sometimes called silver

or white), named or its clear appear-

ance, spends little time in barrel and

emerges with a milder lavor proile

marked by general sweetness. Most light

rums hail rom Puerto Rico and are ideal

or mixing in cocktails.

Golden (aka amber) rums are aged

longer and disply a darker hue as well as

some wood character.

Dark rums are typically aged or three to

12 years in barrel and take on both a darker

color (described variously as red, brown or

black) and stronger favor with hints o spice

or molasses. Commonly produced in Haiti

and Jamaica, dark rum is more likely to be

enjoyed as a sipping rum, and is used in

cooking thanks to its richer favor.

Spiced rums gain character through

the introduction o actual spices while

the rum is aging. Most o these rums aredarker in color and are based on golden

rums; spices may include include baking

spices (vanilla, nutmeg, cinnamon), ginger,

rosemary and pepper. Cheaper expressions

are made o white rum later darkened with

caramel.

Flavored rums are inused with dier-

ent favors. Common ruits used are tropical

(banana, coconut, pineapple, mango) and

citrus (orange, lime). Vanilla is also used

quite successully. Typically 80 proo or

less, favored rums can be enjoyed neat, on

the rocks or as an ingredient in cocktails.

Rum usually has about 40% alcohol

(80 proo); however, many expressions

are bottled at a higher strength. Among the

best-known examples is Bacardi 151.

Rum grades used or designation

depend on where the rum was produced.

Generally, premium bottlings eature higher

prices due to longer aging and higher stan-

dards. They are oten enjoyed straight.

Young cane at the Appleton Estate in Jamaica

RON

ABUELO

DUTCH THYMECOCKTAIL


27/51

ItsNew&TrueToTaste.YourProfitsWillGoWild.

ThisisWildPassionFruitSplashwww.v

arelahermanos.c

om


28/51

Those days are officially over. Recent

data reveals that the premium spirits

and Champagne categories have nearly

tripled in value over the last decade to an

astounding $72 billion. This, in spite of

a global economic downturn.

In the U.S. there is a very large

group of people who appreciate the

finer things and are prepared to pay

for it, says Bryan Fry, President &

CEO, Pernod Ricard, USA. Whether

its because consumers see wines and

spirits as affordable luxuries compared

with other goods, or that people are

drinking less, but drinking better,

the trend towards premiumization is

showing renewed signs of growth.

Pernod Ricard is wasting no time

in answering the call, growing the

ultra-premium side of their already

high-end portfolio. We have one of

the finest prestige portfolios in the

business and plan to be doing more in

the high-end segment going forward,

with Champagne, Cognac and Whisky,

Fry shares. Recent months have seen the

launch of high end line extensions for fast-

growing Irish siblingsJameson, Midleton

and Powers.

There was a timenot long agowhen many industry experts

were convinced that high-end consumer spending would never

return. Luxury had become a dirty word and ultra-value

was en vogue.

LUXURY

LIVES ON

Pernod ricards

high-end Portfolio

sees strong growth

By kristen Bieler

Absoluts ultra-premium

expression is clean andwell-rounded with a

light, grainy ragrance

and hints o aniseed.

Extremely smooth and

silky, it has a mouth-

coating creaminess

with subtle nut notes.

The nish is mellow and

warm, with notes o nuts

and spice that linger.

SRP: $49.99/1L

absolut

elyx This single pot still IrishWhiskey (aged in American

oak) showcases an elegant

nose o vanilla and charred

oak lled out with hints o

lime, green berries, pears

and sweet peppers. On the

palate, it is complex and

smooth with cinnamon- and

vanilla-accented favors o

pepper, resh citrus and

mandarin orange. SRP: $240

Midletonbarrycrockett legacy


29/51

Whisky on the RiseIf you look at how luxury consumer

goods are sold, they all have strong

stories about craftsmanship and

history to back up the price, says

Fry. We take the same approach

with single malt Scotch. If you pay

$200 for a bottle of whisky, you wantto share the story about how it was

made, and why it is special. The

companys whisky division reported

double-digit sales growth in many

markets in recent years.

Single malt has huge potential,

says Wayne Hartunian, VP Whiskies

& Cognac for Pernod Ricard. It

is the fastest growing and most

profitable spirits category, and

has been able to significantly grow

value without impacting the pace of

growth. The Glenlivetstill far and

away the market leaderis a great

example of this. Growing at twice the

category rate, it currently contributes

more value growth to the single

malt category than any other brand.

The Glenlivet is growing faster

than it ever has, especially with its

high-end expressions.

Jameson, too, is seeing an

explosion of growth not only with

its premium offerings. As the Irish

Whiskey category continues to

develop at a fast pace, there is clearly

a strong trade-up dynamic in place,says Hartunian. Volume is coming

from multiple sourcesmid-tier Irish

whiskey consumers, North American

small batch whisky consumers and

Scotch consumers. The Jameson

higher marques have a very strong

heritage story and craft credentials

that make them highly appealing to

these consumers.

Absolut, Elevated

One of the most exciting new launch-es in the spirits industry is Absolut

Elyx. The ultra-premium, small batch

vodka will capitalize on the strong

brand equity of Absolutthe most

iconic vodka brand in the world.

Made from single-estate wheat that

is manually distilled in an old cop-

per still, Absolut Elyx is pure and

elegant. Perhaps its most distin-

guishing factor is its texturesilky,

smooth and mouth-filling. Mathias

Westphal, Global Brand Director

The GlenliveT 12-Year-Old

Double distilled in copper pot stills

and aged in sherry casks, this

denitive Speyside whisky is

ruity and foral with honeyed

favors o nuts and toee. SRP:

$29.99

The GlenliveT 15-Year-Old

French Oak reserve

Aging in French Limousin oak barrels

imparted a deep golden color to this

whisky, and imparted a rich, spicy

character to the citrusy taste prole.

Velvety and smooth, it boasts and

long creamy nish. SRP: $44.99

The GlenliveT

nadurra 16-Year-Old

This unique expression is non-chill

ltered, which gives it a uller body

and richer texture. Aged in rst-ll

American Oak casks and bottled at

natural cask strength, the Nadurra

16-Year Old is resh, clean, ruity and

crisp with a sweet-savory nose.

SRP: $59.99

The GlenliveT

18-Year-Old

Sweet and velvety with ripe aromas

o spicy oranges and marmalade,

this golden whisky is spicy and

smoky with an ultra-elegant

nish. SRP: $59.99

The GlenliveT

archive 21-Year-Old

Produced in small batches,

this expression is rich and multi-

layered with Sherry-accented

favors o ruit and nuts. It is rich and

exceedingly well balanced with a

mouth-coating texture. SRP: $129.99

The GlenliveT

XXv-Year-Old

The distillerys ultimate expression.

Finished in rare Oloroso Sherry casks,

this amber-hued Scotch is intensely

ragrant with luscious ruits and

spices which carry through on the

palate. Exotic ruit and ginger notes

emerge with a little time in the glass,

and the nish is long-lasting and dry.

SRP: $250

glenliVetcollection

JamesOn 18-Year-Old

Aromatic with spice,

wood and toee, this

ultra-smooth Jameson

expression explodes on

the palate with favors

o udge, toee, leather,

vanilla and nuts. The

nish is long and com-

plex. SRP: $84.99

JamesOn GOld

The rich taste o

pot still whisky comes

through in this bot-

tling, dened by

sweet honey notes,

spicy nuts and a

creamy texture. The

peppery nish lingers

nicely on the palate.

SRP: $59.99

jaMesoncollection

the glenlivet currently

contributes more volume

growth to the single malt

category than any other brand.


30/51

for Absolut, describes it as the finest expres-

sion of the expertise, creativity and passion that

define Absolut.

The trade-up trend extends into the

Champagne category as well. Pernod Ricards

portfolioled by Perrier Jouet and G.H. Mumm

is on fire. Perrier Jouets new spring POS was

designed to reinforce the brands prestigiousimage and rich heritage. Designed by Tord

Boontje, the world famous London-based artist,

Perrier Jouets Enchanting Tree is a gold f lute-

tree holding up to six Champagne flutes and

decorated with gold leaves and white anemones.

Moving forward, Pernod Ricard USA is

committed to ensuring that the firm remains

a leader not only in multiple categories but

also multiple waysline extensions, brand new

products and high-end offerings that delivery

quality and packaging in synch with their price

tags. Plus, with their distribution network isprimed to make their portfolio accessible to both

on- and off-premise accounts from coast to coast,

Pernod Ricard USA is positioned to satisfy the

aspirational thirst of Americans as they continue

to embrace luxury. n

chiVascollection

Putting the Power back in Powers

W jm

i

P-r, P

-

-p

for a higher market prole

i v. t

P

p

p, ,

less efcient and more time-

-v,

p mp. i p, p P mpz

p p ,

-p p,

p m

20 . av j,

p p,

vmp P g l (

-q p

) p 43.2% abV (86.4

p) $30 srP (p m $23).t mp q pp,

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to reward the Irish acionado

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d. i 100% p

mmm 12

years, mainly in rst-ll bourbon

; 92 p,

p mp,

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whiskey rivalsnot just Irishat

$69 p p. a m

j, g l ,

P s r (srP $45)p 92 p, 100%

p , ,

p i

vp.

2004 Belle

epOque BruT

From some o the

best vineyards in

the Champagne region, Perrier-

Jouts Belle Epoque Brut is bright

and foral, with citrus blossom

notes and favors o pear, almondsand pineapple. SRP: $140

Perrier-jout

chivas reGal 25

Sweet orange and marzipan

aromas dominate this elegant,

complex scotch.

On the palate,

luxurious favors

o milk chocolate,

nuts and spice

are smooth and

well-integrated

and nish long.

SRP: $250

rOYal saluTe 38

Expresses cedar-wood and

crushed almond characters,

with notes o sherry and oak.

Dried ruit lingers

with an assertive

spiciness.

SRP: $650

rOYal saluTe 21

Deep golden amber hints at the

power and ull-favored taste

o this whisky. On the palate,

sweet berries and resh

pear are underscored

by spice, hazelnuts and

lavender. Floral and

ragrant with a mouth-

lling creaminess

and ultra-smooth

texture.

SRP: $175

chivas 18

This dark amber bottling

delivers a heady mix o dried

ruits, spice and but-

tered toee. Rich,

smooth and subtly

smoky, in ends with

notes o raisins and

dark chocolate.

SRP: $74.99


31/51

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32/51

What does this mean for the beverage

world? This much is certain: there is no

one-size-fits-all solution to the multi-culti

puzzle. Not only are distinct cultures feed-

ing Americas 21st century melting pot, age

demographics are also at play. While some

immigrants may aim to recreate life in the

mother country, their first-generation-

American offspring may aim to adapt their

ethnic tastes to American consumption

patterns. Appealing directly to distinct sub-

populations requires insight as to cultur-

ally influenced habitswhat media is most

consumed, what sports resonate, how a

specific demographic treats religion or so-

cializing or credit cards.

For as long as Americans have popped

corks, nationality has been central to

any discussion of wine. More recently,

marketers adore talking about attracting

women via skinny liquors and female-

minded labels. But ask them how they reach

out to African-Americans or Hispanics,

and the conversation can become one of

delicate navigation. Its a sticky wicket, andwith good reason. Isolating a demographic

group can lurk precipitously close to

stereotyping. And if target marketing is

seen as suspect, it can backfire.

But sheer numbers dictate that

beverage alcohol professionals in each tier

should pay closer attention to ethnicity.

Moreover, marketing can be conducted

inclusively; after all, if the point is to get

the right products to the right customers,

targeting is good for both sellers and buyers.

Hmelad v. HmewPart of the trick to tapping into ethnicity is

balancing the appeal of a country of origin

vis vis a groups experience and attitudes

in America. When it comes to marketing

product, says Erick Castro, a first-genera-

tion Mexican-American and owner of San

Diegos newest craft cocktail hotspot Polite

Provisions. I dont think a lot of people

realize how much more open-minded a lot

Americas ace is changing. By 2042, it is estimated that people ocolor will outnumber whites in the U.S. In parts o the Southwest,

Latinos already make up a signifcant majority o the population,

particularly among younger age groups. Asian-Americans make

up the largest racial population at seven o the nine University o Caliornia

campuses, and a higher percentage o Asian-Americans than European-

Americans have incomes over $100,000. And rom Jay-Z to Barack Obama

to Ursula Burns (CEO o Xerox Corp) and Oprah, Arican-Americans hold

ever-increasing political and economic sway.

Let: Nicolas Feuillatte was a sponsor at the 2013 LuckyRice Festival in NYC.Above: Billboard underneath the 52nd Street subway platorm in Queens, NY.

Wine, Beer and Spirits Marketers Embrace a Brave New Multi-Culti World

by robert haynes-peterson

THE

rAising bArrio


33/51


34/51

of the Latinos are here in the States. Its

more than just rum and tequila.

Cultural influences from ones home-

land (or ones parents homeland) can af-

fect whats popular, and how its consumed.

Johnnie Walker Black has a tremendous

amount of success in the Caribbean mar-

ket, and that translates here, particularly

for Dominicans, says Leslie Velasquez of

Empire Merchants, a large New York dis-

tributor. Buchanan Whisky is very popu-

lar among Colombians and Mexicans. Part

of the brand strategy for Diageo, which has

a tremendous portfolio internationally, is

marketing to different Latino segments

based on historical success in other coun-

tries, adds Velasquez.

Nicole Rolet, marketer for her familys

wine label Chne Bleu, agrees that cultural

heritage can influence drinking habits. She

notes that breaking into the Miami market

with her signature Southern Rhne ross

is a challenge. Its a red wine culture there,

despite the heat, says Rolet. Because of

the Cuban and Hispanic population, red

wines of Spain are very prevalent.

Apa y he bleSome trendsnotably bottle service andweekend festivityand more behavioral

than product-based. A lot of on-premise

business in the multi-culti world is really

driven by bottle service, particularly for spe-

cial occasions, says Marcelo Alcoba, multi-

culti division manager at Empire Merchants.

Its the feeling that Hey, Im at a lounge or

club, and I have two or three bottles on the

table. Ive made it. Look at me.

At The Flavor Lounge, a small dancing,

drinking and hookah spot in Richmond

Hillan economically challenged Queens,NY, neighborhoodFridays bring Latin

Night, with salsa and merengue blended

into the nightly hip-hop. Despite the bars

modest trappings, $100 bottle specials are

offered for those who arrive before mid-

night. The trend is even more prevalent at

high-end nightclubs in Manhattan and Las

Vegas. Francesco Lafranconi of Southern

Wine and Spirits Nevada notes: The table

service in clubs is very inflated. Its easy to

spend a few thousand for bottles of vodka

or tequila.

Social nightlife impacts when, what and

how much Latinos and African-Americans

drink, according to Alcoba. The weekendis when people are going out, or hanging

out, and they may want to drink something

a little higher-end, he says. During the

week, it might be Smirnoff Coconut, but

on the weekends, Croc Coconut.

Emma Martinez Flores, a first-genera-

tion Mexican-American in Nampa, Idaho

(a suburb of Boise with a large Latino

population), agrees. Mexicans might have

a beer during the week, when theyre done

working, she says. But going out on the

weekends to dance and eat and drinkthats the big thing. Despite the large La-

tino population throughout metro Boises

Treasure Valley (many employed in agricul-

ture and industry), few social spots directly

target Latinos, but clubs such as Caldwells

Blue Eye Nightclub are apt to showcase

Norteo bands on Fridays and Saturdays.

Mak he glal LalThe question remains, even with

patterns emerging: How do suppliers and

distributors convert demographics into

dollars? Our main goal is to make sure

we have the right accounts, says Empires

Alcoba. We look at zip codes and

specifically find where the consumers are,

where they live and where they shop. Then

we decide thats where well focus our on-

and off-premise selling.

Not surprisingly, on the sales front-

lines, language itself is critical. Alcoba

notes that in metro New York, Empire

Merchants tries to place staff who under-

stand the area and its residents, ideally

speaking the language and understanding

the dominant cultures in the neighbor-

hoods. It speaks to getting the most out

of the brand, and in the case of Hispanics,

understanding whether that means Mexi-

can, Colombian, Caribbean or others,

Alcoba says.

Brand support is crucial to distributor

success, according to Alcoba. The past

couple of years have witnessed an increasein Latino and African-American outreach

marketing, especially in the form of

outdoor advertising. The Johnnie Walker

My Label is Black campaign, launched

late last year, is highly visible in Latin-

American concentrated neighborhoods.

Musician/entrepreneur Don Omar and

former Yankees catcher Jorge Posada lent

their faces to the ad campaigns and have

made appearances; charitable partnerships

with local organizations help tie the brand

directly to the community.

MuLti - cuLti

Tecate Lights new TV ads playully use both English and Spanglish phrases. Rapper Nas is eaturedin Hennessy Cognacs Wild Rabbit campaign.

The 2013 LuckyRice estival, which celebratesAsian cuisine and culture, attracted sponsor-ship or its fve major-city events rom Bombay

Sapphire East, Champagne Nicolas Feuillatte,Bordeaux, Asahi beer and DUss Cognac.


35/51


36/51

tae, bh badad FedOther targeted promotions and products

abound. Malibu Red partnered with

R&B musician Ne-Yo, who wrote a song

specifically for the spirita blend of

rum and tequila targeting the nightlife

crowd. El Jimador, a tequila popular with

Mexicans on both sides of the border,

launched commemorative bottles adorned

with soccer team motifs. As part of Aprils

Tribeca Film Festival, Heineken sponsored

grants and awards recognizing Latino and

African-American filmmakers.

A new product, Coco Mamb,

welcomes guests with Hola! on its

website; technically a liqueur at 36 proof,

this blend of rum, coconut water (20%),

sugar and natural fruit flavors, celebrates

a tropical island vibe with two inaugural

flavors: Orange-Mango and Watermelon-

Lime. RumChata, a 27.5-proof blend of

cream, rum and cinnamon, is not targeted

toward an ethnic demographic per se, but

it is inspired by the rice-based Mexican

beverage horchata.

Earlier this year, Hennessy partnered

with the rapper Nas as part of its Wild

Rabbit campaign. Last years partners

included singer Erykah Badu, boxer

Manny Pacquiao and filmmaker Martin

Scorcese. Anchored by the slogan What's

your Wild Rabbit?, the campaign aims to

attract a new generation of aspirational

consumers. Hennessy Latino, the brands

Hispanic outreach program, also hosts

large-scale events around the country.

Meanwhile, an increasing number of

black and Latino entertainers and entre-

preneurs are getting behind brands. Sean

Diddy Combss association with Croc

Vodka might be the most prominent. Cee-

Lo Green partnered last year with Ty Ku

Sak as both investor and spokesperson.

Music producer Timbaland launched the

sparkling flavored vodka product LeSutra,

targeting nightclubs and lounges. And Jay-

Z is invested in DUss, Bacardis Cognac

launched in 2012.

When targeted demographic outreach

works, it encourages the consumer to

embrace the brand both as a lifestyle

emblem and to appreciate the history

behind it in the same way marketers have

long aimed to attract specific consumers.

MuLti - cuLti

Ne-Yo entertains at a Malibu Red event.


37/51

challee & PmeOutreach notwithstanding, multi-

culti alcohol marketing can still be

complicated by economic disparity. So-

called bulletproof stores, put little

inventory on display; some suppliers, inturn, create custom POS materials for

such shops. Smuggling alcohol into bars

and clubs to spike cheaper soft drinks is

a serious concern at many bars. Overall,

however, Alcoba notes the trends have

been very positive for the multi-culti

division: Youre really seeing a lot of

super-premium items driving our revenue

and growth.

Perhaps most important for re-sellers

to remember is that, particularly among

young Americans of all stripes, there is agreat deal of crossover these days. While

Latinos and African-Americans may rep-

resent fairly distinct, targetable segments,

music, food, cuisine and pop culture flow

in multiple directions. Mojitos are practi-

cally as well-known as mar-

garitas. In Budweisers most

recent TV ads, young people

of varying ethnicities dance

the night away. Tecate Light

recently released a canned

michelada (beer blendedwith lime, spices and a hint

of chili pepper) as well as a

campaign that plays humor-

ouslyand bilinguallywith

English and Spanglish words

commonly used among U.S.

Hispanic men.

Just as white suburban kids are steeped

in hip-hop, so too are Latinos, Asians and

African-Americans populating the fine

drinking and dining scene. People ask

me, Whos your target? says Ken Austin,founder and chairman of Tequila Avin.

I say: one thing tequila doesnt do, is it

doesnt discriminate. No one turns down a

shot of tequila. My market is anyone over 21

with a mouth.

Of course, culturalsub-groups have a long

history of influencing

American food and drink

consumption. The found-

ing fathers brought their

taste for discussing politics

in pubs over from England.

Germans and Bavarians almost single-

handedly built Americas beer culture.

Italians ensured Californias wine indus-

try survived Prohibition. Todays hip-hop

culture spark of Moscato is not so unusualin the big picture, and similar phenomena

are apt to follow. All things considered, it

is safe to say that Americas melting pot

is leaving a significant imprint on the na-

tions beverage alcohol enjoyment. n

Wheresyo

urallure?

california bubbly

sweet pink moscato

freshRfunR l ive lyallurewinery,ceres,ca. [email protected]

www.allurewinery.com

LL- - P 5

Bronco Wine Company hasdeveloped a variety o multi-culti ads and POS materialsor Allure Moscato, which hasbecome very popular in urbanmarkets.


38/51

Do you know where the Central

Coast is? Its not a bad litmus test

o contemporary wine knowl-

edge. Most wine buyers and sommeliers

quickly and correctly place it in Calior-

nia. This 250-mile-long coast-hugging

region produces wines that, generally

speaking, are a cut above wines which

use the generic Caliornia appellation.

As or consumers, though, it depends

on how avid they are about wine. At a

conerence in Paso Robles in March, E.

& J. Gallo Senior Marketing Director

Michael Heintz cautioned that many

consumers in Boston think the Central

Coast is in North Carolina, while in

Florida they think it means Tampa. Some

people think Paso Robles is in Mexico.

On the other hand, a survey o the

Wine Opinions panel o high-requency,

high-involvement wine drinkers showed

that 93% had heard o the Central Coast

and 84% had tried a Central Coast

winebigger numbers than or Wash-

ington State or Oregon.

Moreover, wine buyersespecially

those who have to nd good value in

large production winesare ans.

My primary responsibility is to bring

value or the dollar, says Bob Paulinsky

MW, director o wine, spirits and beer or

more than 700 Winn-Dixie and Bi-Lo

stores. I think its a plus or the consum-

er. I think it represents a step up rom the

Caliornia appellation, but I dont think

consumers know it. It may have value

with a very small slice o the wine-con-

suming public. For people who are really

into wine, it may be something they buy

when theyre drinking down, something

cheaper than Russian River.

And Gallos competitor, Constel-

lation Brands, just made a major com-

mitment to the Central Coast. The

2-million-case brand Robert Mondavi

Private Selection has undergone a label

makeover, and most wines will now bear

a Central Coast appellation, including

the new Coastal Crush Red, a blend o

primarily Syrah, Merlot and Malbec.

Its about getting back to the roots

o the brand, says Sally Campion, brand

manager or Robert Mondavi Private

Selection: Mr. Mondavi started this

brand in 1994, calling it Robert Mondavi

Coastal. He knew that the Central Coast

could produce a lot o nice wines or a

raction o the cost o Napa Valley.

Monterey Bay

Region

CALIFORNIA:

Central Coast

San Luis

ObispoRegion

Santa BarbaraRegion

Ventura

Region

WINEWATCH

Californias Wine CentralWith Geography and Experience on its Side, the Central CoastIs on Top of its Game. But Do Enough Consumers Care? BY W. BLAKE GRAY

Rick Boyer, winemaker for Robert

Mondavi Private Selection, uses the

Central Coast appellation on RMPS

wines, but the fruit comes mostly fromthe acclaimed sub-regions of Paso

Robles and Sant Lucia Highlands.


39/512013 M.S. Walker, Inc. Produced & Bottled by St. Elder, Ltd., Somerville, MA. 20% Alc/Vol (40 proof). PLEASE ENJOY RESPONSIBLY. For recipe inspirations, please visit St-Elder.com

St. Elder is handcrated in small batches rom a natural extract o reshelderower blossoms. The result is a fnely balanced liqueur that easily

pairs with a variety o spirits and can liven up any classic cocktail.


40/51

The Whole & the PartsBut does the Central Coast today have

an identity crisis? Its an important re-

gion; almost 15% o the wine grapes

rom Caliornia are planted there. But

most o them end up in bottles labeled

with some other appellation. There are

more than 350 wineries in the Central

Coast region, but most o them use one

o the Central Coasts 32 sub-appella-

tions, rom amous regions like Sta. Rita

Hills and Santa Lucia Highlands to ob-

scurities like Palcines, San Bernabe and

Pacheco Pass.

The Central Coast is long and nar-

row, stretching rom the San Francisco

Bay down to Santa Barbara County, with

big plantings in Monterey, Santa Barbara

and San Luis Obispo counties. It averagesabout 25 miles wide and includes our en-

tire counties that dont touch the Pacic

Ocean: Contra Costa, Alameda, Santa

Clara and San Benito. The latter three

are noted or the infuence o cool coastal

breezes on their terroir, but Contra Costa

County, home to some good old-vine

Zinandel plantings, is an odd t.

Paso Robles, another sub-appellation,

makes perect sense geographically, but

is a poor t weather-wise, as the relative

absence o og makes summers very hot,and stylistically, as the wines tend to be

big-bodied reds. Then again, most large

AVAs in Caliornia include small areas

with terroir that contradicts the main:

think o Carneros within Napa Valley.

For such a big appellation, Central Coast

is relatively descriptive.

O the 4 million acres in the region,

about 100,000 are planted with grapes,

more than hal o them white. Chardon-

nay is the most-planted grape in the re-

gion, and some o Caliornias best-regard-ed Pinot Noir comes rom here, as well as

Syrah and other Rhne varieties. This is

not Cabernet country, though Paso Ro-

bles growers would rightly disagree.

Bob Lindquist, ounder o Qup win-

ery in Santa Barbara County, says, Ive

been using Central Coast on our Cen-

tral Coast Syrah since 1983. The rst

ones I made were rom Paso Robles. I used

a Paso Robles appellation and everybody

thought the winery was in Paso Robles.

Now we have grapes in both Santa Bar-

bara and San Luis Obispo. So or us to

combine those, Central Coast is what we

use. Central Coast is an important appel-

lation or us. When Ive been short, Ive

bought grapes rom Monterey.

Recognition SituationLindquist says he isnt sure i consum-

ers will pay a premium or wines labeled

Central Coast. But there is something

that denes the wine more than just

Caliornia, he says. In general, the

Central Coast has a cool coastal image.

I think buyers agree.

Frank Pagliaro, owner o FranksWine in Wilmington, DE, says, As a

buyer I am more prone to purchase a

Central Coast wine or my shop rather

than a Caliornia appellation selection,

although I dont really think most con-

sumers are even aware o the dierence.

I think most olks look or Napa or So-

noma when it comes to Caliornia. It

could say Santa Barbara, Santa Ynez,

Central Coast or Caliornia on the label

and itll be purchased pretty much the

same way by most consumers.

Wine industry analyst Jon Fredrikson

says, We way overestimate what con-

sumers look at. I dont think consumers

pay attention to the appellation under

$7. As you move up to $10 to $14, Cen-tral Coast maintains some value among

some consumers. Theres a certain per-

centage o consumers who will pay a pre-

mium or it.

It might depend on what varietal

theyre buying. Ironically, the one Robert

Mondavi Private Selection wine that will

still carry a Caliornia appellation is the

Pinot Noir because o the need to source

enough grapes to ll it. But Pinot Noir is

also the one varietal where Central Coast

might make the largest dierence.A small portion o our customers

who are Pinot Noir lovers might pass

over the Caliornia appellation and pay

up, knowing the Central Coast origin is

likely to provide a higher quality wine,

says Kent Benson o Westside Liquor in

Waite Park, MN.

So in sum, the more your customers

know about wine, the more likely that

Central Coast means something to them.

Something other than Tampa, anyway.

LEFT: Paso Robles is a climatic anomaly in the Central Coast, experiencing less fog and warmer tempera-tures that favor big, bold reds. RIGHT: Bob Lindquist believes the cool coastal image helps distinguish

Central Coast wines from those simply designated California.

WINEWATCH

ALMOST 15% OF THE WINE GRAPES FROM

CALIFORNIA ARE PLANTED IN THE CENTRAL

COAST; BUT MOST OF THEM END UP IN BOTTLES

LABELED WITH SOME OTHER APPELLATION.


41/51


42/51

Todays bartenders havent been shy about

reaching into the kitchen pantry for ingre-

dients, but for a while they were reaching

right over their tap handles to get there. That

oversight didnt last, and today beer-based cocktails are

a growing part of the bartenders repertoire.

There is some history to build on. The Black Velvet, a lay-

ered mix o dry stout and Champagne, dates back to the 19th

century, or example, and the Boilermakera shot with a beer

chaserled to the Depth Charge, with the liquor dropped into

the beer itsel. Frankie Thaheld, director o culinary mixology

at Snake Oil Cocktail Co. in San Diego, says Boilermakers were

an initial inspiration, pairing genever with a lager and using the

amiliar beer to introduce drinkers to the less-

er-known Dutch gin. But its a long way rom

there to his combination o Plymouth Gin, St.

Germain and smoked porter, elegantly pre-sented in a martini glass.

When building a beer-based cocktail, I

like to think o the liquor component as the

starting point, says Thaheld. People seem to

choose more by liquor than by beer. Adam

Seger, a Chicago mixologist and ounder o

Balsam Spirits, takes that a step urther: The

biggest thing I nd is to start with a cocktail

thats balanced on its own, and use beer as a

way to enhance the cocktail, versus trying to

manipulate the beer. For example, taking a

cocktail that would normally have soda and

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