Professional Documents
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2 INDUSTRY INSIGHT
BIN
By Alan Forester, CPA, Attorney
30 INDUSTRY EVENT
BOLS GENEVER’S
COOL CALIFORNIA DEBUT
4 INDUSTRY EVENT Beverage Industry brass toast
6 2009 NIGHTCLUB & BAR the Western U.S. Launch of
CONVENTION AND Bols Genever—The World’s
TRADE SHOW Most Authentic Spirit
30
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY VOLUME 95, ISSUE NUMBER 30
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 FOUNDED IN 1934
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SIN CONSUMPTION DURING BAD ECONOMIC TIMES 951 272-4681 Fax 951 272-4816
Bad news about the economy, job cuts, and the sub-prime mortgage mess is all over the PRESIDENT
news. When people’s income goes down in bad economic times, there is pressure to rethink Michael Chu
E-Mail: beverageindustrynews@gmail.com
spending decisions. There is not much room to cut essential expenses like food and shelter.
But what about expenses related to the consumption of alleged “sin” products like alcohol, EXECUTIVE EDITOR
Kim Brandi
cigarettes, chocolate and greasy food? 626 377-2510
A closer look shows during bad economic times consumption of alcohol actually rises, E-Mail: beverageindustrynews@mac.com
presumably because it provides an escape from reality. But while consumption increases, CONTRIBUTING EDITORS
consumer expenditures on alcohol decrease as a result of the reduction in consumer’s Juan Alverez
income. To put it another way, people consume more but cheaper brands of alcohol when Kristen Wolfe Bieler
the economy is bad than when it is good. Moreover, reduction in alcohol expenditures is Dale DeGroff
Jeffery Lindenmuth
mild. Many consumers still consider alcoholic beverages an “affordable indulgence,” despite
Ed McCarthy
the hard times. Gregg Glaser
Cheaper alternatives abound in the alcohol industry. If imported wine is too expensive, Wilfred Wong
you might try the domestic wineries. If Russian vodka is too expensive, how about a beer? EDITORIAL DIRECTOR
Don't have enough for an import? Try a domestic. If the bar tab is too much to handle, stop Victoria Vann
951-272-4681
off at the store and drink at home. E-Mail: binvvann@gmail.com
Interestingly, the chocolate market very much mimics that of alcohol consumption. In bad
ADVERTISING
economic times people consume more chocolate, while the overall expenditure on choco- John Muldoon
late tends to go down during economic downturn. The basic explanation for this phenome- 951-272-4681
non is the same as in the alcohol industry: people substitute cheap chocolate for the more Northern California Office
expensive and imported chocolate. Industry Publications Inc.
Smoking is a vice, but many smokers aren't kicking the habit, even as prices continue to 171 Mayhew Way, Suite 202
Pleasant Hill, CA 94523
rise. Cigarette and tobacco product and sales are not significantly affected by bad econom- 925 932-4999 Fax 925 932-4966
ic times. Because smoking is an addiction, the demand for cigarettes is inelastic and does
PUBLISHER
not decrease much as the income of consumers goes down. David L. Page
According to research, during past difficult times in the United States, the overall health E-Mail: dlpage@earthlink.net
of the nation was better because people only ate the necessities and stayed away from EDITOR-AT-LARGE
expensive, fatty foods. People cooked from scratch to save money, and in the process pre- Elyse Glickman
310 497-7157
pared healthier meals. E-Mail: 4elyse@earthlink.net
Economic studies suggest that when the economy does poorly, people tend to spend less on eating CIRCULATION / PRICE EDITOR
out, alcohol, and chocolate, yet almost the same amount on cigarettes. Our current economic crisis should Manfred Schaffler
prove an interesting test of many of these theories of sin consumption. ACCOUNTING
Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage Control Industry Publications
Debi Hull
Law. For more information, please visit www.ABClawyer.com or call 877-LIQUOR-8 (877-
547-8678). BIN Beverage Industry News USPS 053-880,
ISSN 1054-0423. Is published monthly by Industry Publications,
Inc., except combined in May/June and November/December.
Disclaimer: This article is not to be construed as legal advice. Please check with an
attorney before taking action.
171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.
2 BIN 2 0 0 9 • I S S U E 1
INDUSTRY EVENT
HOT
STUFF!
The 2009
Nightclub & Bar Convention
and Trade Show Delivers
oday, the big questions for nightclub, bar, restaurant, hotel, casi- concoctions by presenting original recipes
T no and cruise line beverage pros is how to drive sales, satisfy the
guest and stay on the cutting edge of hospitality in this challeng-
ing environment. Answers can be found at the 2009 Nightclub & Bar
that will be judged by a panel of the nation's
leading mixologists.
For more information on the Nightclub
& Bar Convention and Trade Show, includ-
Convention and Trade Show, March 1 – 4 in Las Vegas. ing the educational program, visit www.night-
club.com or www.ncbshow.com.
Attendees will discover the keys to their Prive Nightclub at Planet Hollywood;
success in 2009 among the more than 2,000 ROK Vegas at New York, New York; THE EXHIBITS
exhibitor booths showcasing the latest inno- MOON Nightclub, RAIN Nightclub,
vations from spirits, wine, beer, energy Ghostbar Ultra Lounge and The Playboy
More than 2000 booths will showcase
drinks, mixers, equipment, food, glassware, Club, all at the Palms; and Body English at products in the following categories:
lighting, sound, furnishings and other key Hard Rock Hotel. Beer, Wine and Spirits
product suppliers, and learn how to cope and During International Hospitality Week, Energy Drinks and Mixers
even excel in 2009 from the slate of out- networking opportunities abound, beginning Beverages (non-alcohol)
standing keynote and educational program with the Welcome Kick-Off event on Beverage Service
speakers. Sunday evening, March 1 at the Mandalay Food/Foodservice Equipment
Additional answers to the big questions Bay Ballroom, sponsored by the Distilled Glassware
can also be found at two premier shows co- Spirits Council of the United States (DIS-
Décor and Furnishings
located with the Nightclub & Bar CUS). The Nightclub & Bar Top 100 Party
Convention and Trade Show: International at brand new Vegas hot spot XS in the Wynn
ATMs
Restaurant Show and HotelWorld Expo. will celebrate the nation’s leading independ- Promotions
The three events make up International ent nightclub, bar and lounge operators. Coin-OP
Hospitality Week, which draws 30,000 pro- Additional events provide ample opportuni- Lighting and Sound
fessionals in the food, beverage and lodging ty to network with colleagues, partners and POS/Technology
industries from the United States and 22 friends new and old. Surveillance/Security
countries to Las Vegas. Well-crafted cocktails are big business, Apparel/Uniforms
New this year, all Nightclub & Bar reg- and today’s rising mixology stars will go head Coffee and Tea
istrants receive an International to head during the Shake It Up 2009 compe-
Health/Hangover Remedy
Hospitality Week Club Pass, which serves tition on the exhibit floor. Sponsored by
as an all-access pass to the hottest of the Nightclub & Bar and Southern Wine & For a current list of all exhibitors,
hot Las Vegas clubs: TAO Nightclub at the Spirits, the event showcases the top talent visit www.ncbshow.com.
Venetian; LAVO Nightclub at the Palazzo; demonstrating their skill, flair and creative
4 BIN 2 0 0 8 • I S S U E 1
8 BIN 2 0 0 9 • I S S U E 1
With a striking new label
and competitive retail price,
the 2001 Royal Cuvée is
one of Gloria Ferrer’s most
heralded sparklers
T
he perfect start to any meal, sparkling
wine offers versatility in food pairing
and complements a variety of flavors for
any occasion throughout the year. In today’s
uncertain economy, it is the sparkling wines
from California that captivate our attention
for their ability to combine quality and value
in wines that stand up to their more expen-
sive Champagne counterparts.
Gloria Ferrer Caves & Vineyards, crafts six
distinctive and diverse sparkling wines at a
variety of price points. Each individual
sparkling wine exhibits generous fruit aromas
and flavors, fine mousse and a persistent, crisp
finish, and all are crafted in the traditional
méthode champenoise style. As a result,
Gloria Ferrer has received over 260 Gold
Medals in the past five years at wine competi-
tions across the country, more than any other
California sparkling wine house.
The 2001 Royal Cuvée is one of Gloria
Ferrer’s most heralded wines, having just been
awarded 93 points by both the Wine
Spectator, where it was named their top
California sparkling wine, and Wine
Enthusiast, where it was honored in the Top
100 list. With a striking new label and com-
petitive retail price of $35, the 2001 Royal
Cuvée will be an easily recognizable wine for
consumers this year. Gloria Ferrer’s 2004
Blanc de Blancs (SRP $24) is another notable
wine. Crafted entirely from hand-harvested
Chardonnay, this sparkling wine spends more
than three years cellar aging on the yeast,
offering complexity and lasting effervescence.
From classic pub fare to exotically interna-
tional small plates, Gloria Ferrer sparkling
wines are perfect food pairing companions at a
great price. 10 BIN 2 0 0 9 • I S S U E 1
HOLIDAY PROMOTION
STRONG AS AN OX,
SMART AS A FOX
Tsingtao is bullish on the Chinese New Year 2009
marketing campaign that plays upon the
endurance and strengths of its beers.
he Tsingtao brand continues to have much to celebrate as it
T enters the New Year. Tsingtao Lager remains the number one
imported Chinese beer in the United States, while its sister prod-
uct, the smooth and light-tasting Tsingtao Pure Draft (which is now avail-
print-quality Chinese New Year posters and
wallpaper free on the site. The site includes
new Chinese recipes from renowned celebrity
Chef Martin Yan, which he devised to com-
able nationwide), will be featured on vibrant, new dual-branded point-of- plement both Tsingtao Lager and Pure Draft.
sale sure to increase brand awareness during its number one selling period. Web surfers can also learn how to say “Happy
New Year” in various Asian languages.
“Chinese New Year is the perfect time easel cards and tuck-in price cards. A chain From Willett’s perspective, pairing food
for retailers to generate ad features and dis- grocery program will feature “Year of the Ox” with beer continues to be a successful sales
plays for both Tsingtao brands,” affirms Tom coupon booklets at Tsingtao displays, with strategy in the on-premise channel, since
Willett, Tsingtao brand manager for Crown savings off the combined purchase any food is consumed with beer in 66% of all din-
Imports, Tsingtao’s U.S. importer. “We Tsingtao Beer brand and beef, chicken or ing occasions, according to a 2008 survey
encourage on- and off-premise accounts to sushi. conducted by Technomic consumer research.
take full advantage of this unique promo- “Since many of our grocery retailers offer Additional research recently released by the
tional opportunity by utilizing all Tsingtao fresh, ready-to-eat sushi in the seafood dept., National Restaurant Association and IRI
thematic materials to celebrate the ‘Year of Tsingtao’s coupon booklets offer our whole- shows that beer/food pairings and the popu-
the Ox.’ When we look at the on-premise salers a perfect opportunity to target out-of- larity of Asian food continues to grow.
channel, our California Field Sales teams the beer department displays,” affirms Pairing Tsingtao’s beers with Pan-Asian and
and Tsingtao wholesalers plan to target new Willett. “In doing so, we will help increase other food styles will remain as “a key brand
distribution and conduct promotional nights check-out ring and retailer profits. Also, growth platform to build upon in 2009.”
in accounts that align perfectly with California coupon booklets will include a “When you combine the popularity of
Tsingtao Lager and Pure Draft’s distinct special discount on popular Chinese Master Asian food, today’s cooking shows and
brand personalities.” Chef Martin Yan’s latest cookbook. celebrity chefs, Tsingtao’s brands will contin-
In California, retailers can celebrate Bar and restaurant accounts, meanwhile, ue to offer a relevant and compelling mes-
Chinese New Year and ring in (and ring up) can get into the spirit by decorating estab- sage to evolve our brands from ‘Chinatown
increased sales and profits by featuring lishments with bamboo wall calendars, to Downtown,’” he says. “Our exciting new
Tsingtao Beer’s 2009 “Year of the Ox” on- acrylic menu holders with per- brand alliance with Chef Yan, meanwhile,
and off-premise retail promotion materials, sonalized “Year of the Ox” will help us to drive sampling with a much
which will run throughout January and inserts, bright red hanging larger, general market consumer base. Also,
February 2009 (with the Chinese New Year lanterns, two-sided satin banners we’re optimistic about working with Chef
celebration lasting from January 26 through and pennant strings. Yan to increase distribution for key Tsingtao
February 9, 2008). Carrying old traditions to packages in California retail channels.
For retail off-premise clients, Tsingtao new heights in cyberspace, mean- Many of the “Yan Can Cook” Road Show
Beer serves up many visually arresting 2009 while, the Tsingtao Web Site visits will include stops in California cities,
“Year of the Ox” point-of-sale items (www.tsingtaobeer.com) will be and the Tsingtao brand will enjoy extra visi-
guaranteed to generate consumer bursting with Chinese New Year bility thanks to inclusion in Yan’s cooking
excitement among consumers, includ- fun facts as well as serving sugges- demos and custom recipes
ing bright red hanging lanterns, two- tions and food pairing ideas. Fans For more information, visit www.crown-
sided satin banners, pennant strings, of the brand will be able to download importsllc.com.
12 BIN 2 0 0 9 • I S S U E 1
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16 BIN 2 0 0 9 • I S S U E 1
WHAT’S BREWING
erty in New Hartford CT, they have plant-
BEVERAGE INDUSTRY NEWS ed what they affectingly call the Hooker
Hop Farm. In addition to allowing the
BIN ONLINE
www.binonline.net
brewery to wear the “CT Grown” desig-
nation, they hope to address the skyrock-
eting costs of hops. For more info visit
www.hookerbeer.com
THOMAS HOOKER
BREWING
When Thomas Hooker Brewing owner
Curt Cameron took over the company in
2006, his mission was to make Hooker
the first choice among Connecticut beer
drinkers by instilling a pride in a local,
award winning brewery.
Today, Thomas Hooker offers Seven
ales and Three lagers including Blonde
Ale, Hop Meadow IPA, Irish Red,
American Pale Ale, Hooker Lager,
Watermelon ale, Imperial Porter, Liberator BITCH CREEK ESB
Doppelbock, Old Marley Barleywine, WINS BIG AT U.S. BEER
and their world famous Octoberfest which TASTING CHAMPIONSHIPS!
was just ranked the best Octoberfest in the In its 20th year, Grand Teton Brewing
World by the NY Times Tasting Panel. Company has won again with their leg-
In addition to making great beer, the endary Bitch Creek ESB. The 2008 sum-
brewery hosts events at their new facility mer results for the United States Beer Tasting
on Tobey Road in Bloomfied, CT. Championships are in and Bitch Creek ESB
Cameron says” We built the new was announced as their overall Grand
facility for several reasons, first of course Champion in the Bitter/ESB category.
was expansion to give us the ability to Bitch Creek ESB was also recognized
Go online and discover a keep up with the rapidly growing as the Best of the Northwest/Pacific in the
wealth of resources at your demand for our product here in CT, and same category. Grand Teton Brewing’s XX
fingertips. in other states who we have been fielding Mountainberry Double Wheat Ale was
countless requests from. The other reason recognized as Best of the
is so that we can play host to visitors.” Northwest/Pacific for the Fruit Beer cate-
• CURRENT ISSUE Cameron feels that inviting the public in to gory. XX Mountainberry was the 2008
• NEW PRODUCTS not only see, but experience the brewery summer release from Grand Teton
is one of the key components to building Brewing’s renowned Cellar Reserve series.
• WILFRED WONG’S MONTHLY
the brand and creating a local following. Over the last few years, Bitch Creek
WINE SELECTIONS The public can visit the brewery for tours ESB has become dominant at the highest
• BIN PRODUCT OF THE WEEK and tastings every Saturday from 12 to 6, level of beer competitions. This year
• BEVSOLUTIONS and on the first and 3rd Fridays of the alone, it has been awarded and recog-
• ONLINE GUIDE TO NATIONAL month from 5 to 8pm, the brewery hosts nized at the World Beer Cup, North
an “open house” where for $10, fans get American Brewers Awards and the most
BEVERAGE COMPANIES
a pint glass, and can taste, tour, and prestigious Great American Beer Festival.
SUPPLIERS/IMPORTERS/ enjoy a great start to the weekend. The To win consistently at this level requires a
MARKETERS/WHOLESALERS best part is that the event benefits the truly superior brew.
• CLASSIFIEDS breweries main charity “The Village for Bitch Creek ESB perfectly balances
• INDUSTRY JOB POSTINGS Children and Families”, to which big malt sweetness and robust hop flavor
Cameron has a special connection. for a full-bodied, satisfying mahogany
• SPECIAL AD RATES AVAILABLE
In addition to growing the brand, the ale. Like the creek for which it’s named,
ONLINE brewery has addressed the brewing Bitch Creek ESB is complex, full of char-
industries raw material shortage by grow- acter and not for the timid.For more info
www.binonline.net ing their own hops. On Cameron’s prop- visit www.GrandTetonBrewing.com.
18 BIN 2 0 0 9 • I S S U E 1
Generaciones NeXt!
Sauza’s prestige brand Tres Generaciones defies industry
and economic gravity with a sleek new look and innovative
marketing that puts their history in a bright new light.
F
or several generations of American tequila drinkers, key sell-
Spirits and Wine. “This is a premium
ing points for premium brands have included the family trees product that comes out of the distillery
that made everything happen in this
of tequila dynasties wholly committed to perfecting the art of
category. In the past, the wonderful,
the spirit and the adherence to time-honored distillation traditions. rich history has not been told as
strongly. For this reason, our responsi-
However, as younger generations of tequila drinkers explore their
bility to the distributors, restaurateurs
options, newer players in the category have wooed them with archi- and bartender communities is to not
22 BIN 2 0 0 9 • I S S U E 1
COVER FEATURE continued
tle celebrate the accomplishments of the trade) on is that tequila education
the three Sauza Dons. There are three is the key for getting the message
agave leaves on the back of the bottle across. We treated this brand when
and three medallions on the front of approaching our trade base the way
the bottle to symbolize and honor the sommeliers would approach fine wines.
three founding Sauza Dons. There is We carry product in our bags so we can
also a Sauza family crest that appears go into meetings with our restaura-
on the neck of the bottle that serves as teurs, bartenders, retailers and other
another reminder of the heritage and professional clients and have a mean-
history of the three Sauza Dons’ contri- ingful conversation about the quality
butions to modern tequila production that goes into every bottle. We go out
and enjoyment. there and tell people about the Sauza
The launch of the new packaging family history and what each Don did Coastal Eddie
may have a great new contemporary to bring tequila production to the next Internationally renowned mixologist Eddie
look to it, according to Doug Gibson, level of excellence, as well as what Perales moves into the mix as Sauza’s
West Coast Division VP at Beam makes the creation and distillation of brand ambassador
Global Spirits & Wine, but he wants Tres Generaciones different from the
Eddie Perales, a 25-year beverage
to make it clear to consumers at all lev- other ultra premiums.”
industry veteran who has participated in
els that the quality of what’s in the bot- bartending contests around the globe
tle remains the same. A Window of Opportunity (including the prestigious 42 Below
“During this year, marketing to the Speaking of preservation, Beam’s team Cocktail World Cup in New Zealand) and
trades, we’re getting back to basics and emphasize repeatedly that their cur- has long-been a member of Las Vegas’
talking to people in the industry about rent marketing tactics are not about mixology vanguard, is now bringing his
Tres Generaciones’ core values and the “new” old thing or the “new, new” passion and artistry to the Sauza family
making sure the name is top of mind to thing, but of keeping traditions alive and the Tres Generaciones brand.
these influential people, even with all for the next generation of tequila con- In his new post, Perales will be spend-
ing a significant amount of 2009 traveling
of those other brands out there,” says noisseurs and aficionados through edu-
around California to on-premise accounts
Gibson. “I have had the good fortune cation, from the trade level down to
not only relaying the Tres Generaciones
of being affiliated with the brand and the consumers. story from his perspective, but also through
this portfolio of products for over 15 We were fortunate that the quality his talents as a mixologist, reestablishing its
years. During this time, the thing we of what was in the bottles was consis- position as one of the industry’s top ultra-pre-
have built our business (with people in tent. However, over time, we did get mium brands. He will be teaching bar-
away from the history a bit and wanted tenders and restaurateurs how to showcase
to shift the message back to its history. the complex layers of flavors, fragrant
While we acknowledge there are a lot agave aromas and the shimmering silver,
of great tequilas out there, Tres gold and amber hues of Tres Generaciones.
He will use a variety of recipes as teaching
Generaciones is one of the originals.
tools that highlight the spirits unique qualities
The brand enters 2009 with the
without overwhelming attendees less experi-
introduction of its marketing lynchpin, enced mixing cocktails.
The Tres Generaciones Society. Perales will also be explaining how
According to Sauls, the charter mem- Tres Generaciones is a significant leader in
bers of this exclusive consumer group an industry shift where tequila—the fastest
consist of, “top tier tastemakers, busi- growing spirit on the market—is widely
ness leaders and other key members of being embraced as a viable alternative for
the tequila community.” Those invit- vodka or rum in different popular cocktails.
ed into the Tres Generaciones Society Through his work for Tres Generaciones, he
will be encouraging those in attendance to
can log onto a special Tres
use all of their senses when making a pres-
Generaciones micro website, to share
entation for their customers and introduce
their own exclusive knowledge and them to every aspect of the spirit, noting the
wisdom about their craft / profession freshness and adaptability of each Tres
and tequila—particularly the Tres Generaciones variety in ways that also illu-
Generaciones brand—and exchange minates its stellar history.
24 BIN 2 0 0 9 • I S S U E 1
COVER FEATURE continued
information to learn new things about process of keeping the messages behind
it from their peers. The site will also Tres Generaciones’ crowning achieve-
feature news about new developments ments alive, we encourage them to
in the brand, cocktail ideas and special invite their friends, family and col-
members-only events taking place leagues to join this society. This is how
throughout the country. we hope to see it grow.”
“Tres Generaciones is poised to
help revitalize the lost practice of shar- Taking It From the Top
ing wisdom and knowledge for the While Sauls focuses on the strategies
next generation, just as the Sauza fam- needed to capture the imagination of
ily has done,” says Sauls. As one Sauza consumer tequila connoisseurs,
honored the achievements of the per-
son who came before him, the Tres
Greenow and Gibson are also involved
in awareness programs designed to gen-
History: New and Improved
Generaciones brand in effect will be erate the same level of enthusiasm The relaunch also emphasizes continued
honoring three generations of distinc- among wholesalers, distributors and improvements that ensure Tres
tive achievers in key industries across accounts. Greenow points out that Generaciones Plata, Reposado and Anejo
the country throughout 2009. To fur- while the new “Society” will help “build tequilas will continue to make history.
ther pinpoint these individuals, we are a better conversation between ourselves “Whether it is consumed straight, on
reaching out to different social media and the consumers about the products,” the rocks, or in a margarita, Tres
groups and we are partnering with they intend to invest a significant Generaciones will always deliver a
Business Week to reach out to individ- amount of time, attention and money great experience,” Sauls points out.
uals who we see as high achievers and to ensure brand history and messages “The Plata is a crystal-clear, unaged
influencers who can carry that message that get out to key decision makers in tequila made from 100% Weber blue
on to other people in various key mar- the trades is meaningful and lasting. agave that is heightened by the triple
kets across the country, Los Angeles “We are not doing anything for distillation process for a clean, smooth
being one of those markets.” Tres Generaciones on the cheap taste and an aroma with hints of citrus
Sauls adds that the process that was because we ultimately want to main- and sweet floral notes. The Reposado,
done to find society members and tain our solid foundation and find also made from 100% Weber Blue
develop effective marketing for the effective ways to link what we are
relaunch of Tres Generaciones is in
keeping with general marketing prac-
tices at Beam Global Spirits & Wine,
in terms of how team members at each
brand deliver the company’s overall
vision of “Building Brands People
doing with consumers to the trade and
vice versa,” asserts Greenow. “At the
current time, our focus is on outreach
to distributors who will then pass valu-
able knowledge and key messages on
to their accounts. The first three
Agave and triple distilled, is aged in
American oak barrels for at least two
months. It has a bright gold color and
flavor notes of wood, pepper, herbs,
spices. The Anejo, which Sauls empha-
sizes is the crowning achievement for
this brand and the family, is aged for at
Want to Talk About” while carrying months of 2009 will be intended to least 12 months in charred American
out the specific messages about what reintroduce the product to the trade, oak, which in turn enhances the 100%
makes those individual brands unique who will in turn ensure there will be Weber Blue agave with subtle flavors
in the market place. product on the market.” imparted by charred wood of caramel,
“We groom all of our brands, Greenow then describes an ambi- vanilla and finish of rich oak.”
including Tres Generaciones, to be tious new brand incentive program The timeless appeal of the line will
products people want to talk about, that mirrors the history that defines also be prevalent, as Sauls and his
through a certain set of tools, princi- Tres Generaciones’ brand identity. forces will be working with mixologists
ples and processes for our marketing “There is a beautiful pewter replica to develop recipes showcasing the
efforts that work on a variety of levels,” of the new bottle shape that comes in unique qualities of each tequila. These
he adds. “In the case of our society, a wonderful gift case, and what we are programs also involve educating key
what we’re doing is we’re inviting a doing is recognizing people across a account people and other staff Sauza
group of select people with a shared range of different people three genera- Tres Generaciones’ history. National
passion for this product, and a goal to tions of success,” Greenow explains. tequila ambassadors will be working
attain a similar level of excellence in “For example, we would go to a client with people in California to keep them
their own careers. After they have like Southern Wine and Spirits, and updated on the production process and
been in the society and understand the pay tribute with this package to veter- historical legacy.
26 BIN 2 0 0 9 • I S S U E 1
COVER FEATURE continued
an members of the group who set the
distributor on the right course for the
brand in the early days, the middle
generation who took our brand and
brought it to new levels of success and
then the up-and-comers who are
bringing the brand into the future.” which are school grad-
Gibson further explains that while over 1000 years old), uates and veteran
Beam is working hard to help whole- where enterprising people mixologists pass along to new
salers and distributors continue take took some distillation maverick bartenders behind the
pride in their association with the methods developed by bar.”
brand, it is important to reward industry Spanish colonialists, then refined it, Gibson, meanwhile, notes that
veterans for having taken on responsi- created an industry and brought it to unlike other ultra premium spirits brands,
bility of helping build it and maintain the next level. When it comes to our there is no shortcut to achieving Tres
its status in the past and recognize the partners in distribution, charity retail Generaciones’ ambitious goals through-
efforts of newer people in the chain who and restaurants, we are looking to work out 2009. Conveying the messages effec-
have shown that they are invested in with people who have that same pio- tively requires the team to make sure
bringing the brand into the future. neering spirit as the Sauza family. wholesalers and distributors have product
“What the Sauza Dons ultimately Tres Generaciones greatly con- available for sale to on- and off-premise
did was pioneer tequila as an industry,” tributed to the ultra category…the best accounts, complete with the story of
assesses Greenow. “It is a relatively expression of what tequila could be. what made Tres Generaciones one of the
recent process (compared to others Today, in addition to changing people’s world’s leading tequilas.
perception of tequila being a ‘party “An ideal situation for us is to start
}
drink,’ we are giving tequila the package the education process with wholesalers to
“California is not it deserves and restoring it to its proper ensure they are fully re-educated on key
status and place in the ultra-premium messages, especially as new reps enter the
just a great tequila category. Furthermore, we are providing company all the time,” notes Gibson.
market, but a great an epic story context any supplier would “Later in the spring, especially for off-
market for Tres kill to have behind his brand. I see the premise accounts, we hope to re-intro-
process as polishing a diamond to reveal duce the strategy of hosting special tequi-
Generaciones across
its extraordinary character.” la tasting dinners to offer educational
the board...It’s a value, especially pairing tequilas with
perfect market for The Real Stars of the Show foods the way you would with wines.”
us in that it is easier While several familiar ultra-premi- Sauls notes that California is one of
um spirits brands have adopted equally the star states when it comes to industry
for us to reach tequila
connoisseurs, and
offers an ongoing and
strong means to
continue educating
those consumers about
the three Sauza Dons
and their contributions
to the tequila category
familiar celebrities to represent their
products, Beam Global Spirits & Wine
has made it known that the leading
men of Tres Generaciones will remain
the Sauza Dons.
“We are not looking to partner with
celebrities,” declares Sauls. “We want
to connect with real people—high-
achievers across different industries
eager to share what they know about
what makes a fine tequila with the next
support of the brand as well as continued
consumer interest. To keep the momen-
tum of the relaunch going throughout
2009, the team is continuing a push to
reinforce key partnerships with on- and
off-premise accounts to bring in new
generations of clients via ongoing sup-
port and recognition of the day-to-day
efforts of distributor partners.
“California is not just a great tequila
market, but a great market for Tres
and marketplace.” generation of young connoisseurs. We Generaciones across the board,” affirms
want to bring back the idea that her- Gibson. “It is easier for us to reach tequi-
– Doug Gibson itage, quality and the art of tequila la connoisseurs, and offers an ongoing
Div. VP , West Coast Division should be preserved by passing it along, and strong means to continue educating
Beam Global Spirits & Wine just as doctors pass what they know to those consumers about the three Sauza
}
30 BIN 2 0 0 9 • I S S U E 1
JIM
MYERSON
REMEMBERED
J
Wine Warehouse. Today, it is recognized
im Myerson, described by his peers as a “modern busi-
as an industry standard bearer that sells
nessman with old-fashioned ethics,” not only leaves and distributes more than 10,000 wines,
behind the legacies of his successful family businesses beers, spirits, non-alcoholic beverages and
and Blue Ice Vodka, one of America’s vanguard vodka glassware, as one of the state's largest dis-
tributors with branches in both Northern
brands, but also a lasting impact on California’s wine and and Southern California. Starting with a
spirits industry. single container of French Burgundy,
Myerson and his brother built the business
Over the years, Wine Warehouse the opportunity to do their very best work. upon delivering quality and value to con-
(which he co-founded) and 21st Century Los Angeles native Myerson was born sumers, carefully selecting international
Spirits emerged as bonafide institutions for in 1926, where he attended Los Angeles products to represent the best offerings.
both connoisseur consumers and beverage schools. After honing his life and business Late in his life, Myerson's creative and
industry movers and shakers. However, skills at Stanford University (graduating in entrepreneurial spirit inspired the launch of
these landmark achievements were built with 1949), he went on to serve as a radio Blue Ice Vodka in 2001 for his family's
Myerson’s characteristic warmth, savvy and technician in the U.S. Navy during World 21st Century Spirits company. Blue Ice, a
good humor. His commitment to the suc- War II. After the war, he dedicated nearly premium American potato vodka made in
cess of his businesses and staff lasted up to 60 years to the Ben Myerson Candy Idaho, was for Myerson was “a fun chal-
the date of his passing, November 10, Company working with his brother Bob lenge” that he dedicated his retirement
2008. Myerson, however, was modest Myerson, one of California's oldest family years to. “Creating something new is a
about his achievements, and described his owned candy companies founded by their passion for me,” remarked Myerson last
liquor business as, “an old-school family father Ben Myerson in 1937. Myerson year, who loved the challenge of building
business with a team of valued employees, spent nine years on the board of directors his premium vodka into a national brand.
extending the Myerson family values of of the National Confectioners Association James P. Myerson, current president of
honor and hard work throughout their com- and was inducted into the Candy Hall of Wine Warehouse, eulogized his uncle by
panies.” However, his peers also respected Fame in 2004 for his work at Ben Myerson noting, “Above everything else, Uncle Jim
him for being a modern businessman who Candy Company. was a dreamer. His outgoing personality,
always staying up to date with new products Although their work in the candy indus- ingenuity and ultimate focus on customer
and practices. Through it all, he was known try earned them a sweet reputation in the service and being two steps ahead of the
for “hand-shake contracts”—his word was local business community, in 1973 the crowd, made the products and companies
his bond and he believed in giving people Myerson brothers went on to establish he helped to build stand out. Uncle Jim
32 BIN 2 0 0 9 • I S S U E 1
Up until the end, Jim was the ulti-
mate educator for Blue Ice Vodka, even
when we went out to dinner at some of
our favorite restaurants on our own
time. He would always order the Blue
Ice martini, shaken, not stirred.
made friends easily in each industry he was a part of, and never Diane also delights in describing how Blue Ice Organic martinis
skipped a beat.” Myerson was also widely known for his zest for were served at his memorial, as a vivid and flavorful reminder of his
life, inside and out of the beverage world. He enjoyed sharing his legacy. “He was very passionate about the vodka he spent the last
interests in sailing, skiing, traveling and golf with family and friends. five years of his life creating,” she explains. “What he left unfinished
A dedicated Francophile, he mastered the language, and was for- was the Blue Ice Organic Vodka, slated to come out this January.
tunate to make many friends on his many trips to France that While we still look forward to the launch, the excitement of this new
enriched his life personally and professionally. product launch would have been something he would have loved
“There was never a time that Jim felt illness would curtail his to witness first hand.”
ambition or stop him from planning for the future of Blue Ice Vodka,” At the aforementioned memorial, the cocktail itself was a perfect
says Diane, his wife of 50 years. “He was looking forward to the coda for the man behind the vodka: a martini shaken, not stirred.
launch of the Blue Ice Organic Winter Wheat Vodka. Up until the It had to specifically be shaken 25 times, and accented with an
end, Jim was the ultimate educator for Blue Ice Vodka, even when onion and olive on the side.
we went out to dinner at some of our favorite restaurants on our own In addition to his wife, he is survived by daughter Dana
time. He would always order the Blue Ice martini, shaken, not Myerson Agamalian, her husband John and grandchildren Alexa
stirred. If the waiter told him there was no Blue Ice martini, he would and Grant, as well as daughter Carol Myerson Sever, her husband
take whoever was assigned to our table to the bar, show him or her Jim and grandchildren Ellery, Olivia and Rory. Also surviving him is
the bottle, explain the perfect martini and then offer them chapter his brother Bob and sister-in-law Barbara Myerson, along with
and verse on what made Blue Ice Vodka special, no doubt inspir- nephews James P. Myerson and Allen Myerson and niece Linda
ing those who listened to him.” Myerson Dean.
INDUSTRY NEWS
LIQUOR LICENSE SPECIALIST DRINKiQ.com will soon offer content Wine Entertaining Showcase in Chicago in
Liquor License Specialists is the complete specific to more than twenty-eight countries November.
source for all of your licensing needs. Liquor and will be available in more than fourteen “The Food & Wine Entertaining Showcase
License Specialists has been in business for languages. There are also plans to add allowed us to serve Prairie alongside leading
27 years and maintains offices in Los Spanish language content to the US site. chefs and wineries from around the world,” said
Angeles and Orlando. Their professional Dean Phillips, president and CEO of Phillips
staff works with all segments of the Alcoholic Distilling Company. “Being in good company,
Beverage Industry. Liquor License Specialists along with serving delicious cocktails, was a
will work with you to determine your licensing great introduction to those who had never tast-
needs and create a custom solution. With the ed Prairie before and another extension to those
largest inventory of licenses nationwide, their who are already loyal to the brand.”
Processing Department will work with you to A beautifully smooth vodka distilled from
complete all Liquor Board applications. organic #2 yellow corn and certified both
ABC Escrow, their in-house escrow company, organic and kosher, Prairie Organic Vodka
is dedicated to Alcoholic Beverage Contracts. was served at the booth by famed Blackbird
Please visit: www.liquorlicense.com or call Mixologist, Matty Colston in two original cock-
1-800-222-5777 x 29 with any questions. tails. The Lady Killer recipe is also available on
the Prairie Organic Vodka Web site.
Finest
CALL POUR OF THE MONTH
David Quackenbush - Del Rey Beverage Distributors
While some of his peers may see this exclusivity as a bit risky,
Quackenbush stresses it is one of the smartest business moves he’s
ever made. And for 2009, he’s reinforced that decision with an
impressive order of 180 cases. Though a significant part of the
order are the best selling Margarita and Sweet & Sour, he made
& David Quackenbush
44 BIN 2 0 0 9 • I S S U E 1