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2 INDUSTRY INSIGHT 48 CATEGORY FOCUS


By Alan Forester, CPA, Attorney PISCO’S HOUR
Interest in the history, making and
4 MARKETING NEWS experience of distinctive Muscat
GET A SHELF LIFE grape-based spirits has gained
Stack up the profits with these momentum over the past decade.
smart shelving strategies. Now, it is now poised to take a
greater role on bar menus
12 BRAND PROFILE throughout America.
4 FERRARI-CARANO
50 CATEGORY FOCUS
14 NEW PRODUCTS & PROMOTIONS CACHAÇA CROSSOVER
To understand Brazil’s national spirit,
28 16 NEW PRODUCTS & PROMOTIONS you must understand where it
comes from, where it’s been and
18 COVER FEATURE where it’s heading.
A SEA-WORTHY NEW RUM
Though Seagram’s has enjoyed 54 INDUSTRY EVENT
a solid, 150 year-old reputation JACK DANIELS
covering many spirits categories, Jack Daniels Studio No. 7 rocks
the launch of Seagram’s Smooth Southern California beverage trade
Brazilian Rum shows it continues with music and cocktails that rock.
50 to think outside the bottle.
56 WINE & SPIRITS GUILD
28 CATEGORY FOCUS ADVICE FOR RETAILERS
SMALL BREWERY, BIG BUSINESS FROM RETAILERS
Craft beers attract attention and
market share, as brewers commit 60 INDUSTRY INSIGHT
more resources. By Lauren C. Tyson,
Liquor Liability Consultant
34 CATEGORY FOCUS
RUM-BLINGS OF CHANGE 62 INDUSTRY NEWS
The enduring spirits category, more
than ever, continues to surprise and 64 POUR OF THE MONTH
startle with its versatility and FINEST CALL MIXERS
increasingly upscale appeal.

34
INDUSTRY INSIGHT
BY ALAN FORESTER, CPA, ATTORNEY
WWW.ABCLAWYER.COM 800-464-1040
BIN
Beverage Industry News
VOLUME 100, ISSUE NUMBER 35
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MISDEMEANOR DUI LAW IN CALIFORNIA - PART 1 Business, Production and Editorial Office
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total 170% of the offense fine. In terms of the driver’s actual license it may be restricted, Kristen Wolfe Bieler
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if a driver’s license is revoked it will be completely terminated and the driver will be Wilfred Wong
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2 BIN 2 0 0 9 • I S S U E 6
GET A
(SHELF)
LIFE By Alia Akkam

Stack up the Profits with these Smart Shelving Strategies

W
alk into any wine and spirits store, and it Wine Sense
Scott Spencer, owner of Houston Wine Merchant, stocks
might take you a few minutes to get your
about 95% of his store with wine and the other 5% is de-
bearings. Is the California Chardonnay voted to spirits to keep his loyal wine customers happy.
Spencer’s American selections are organized by varietal
with the Zinfandel or the Viognier? and price point within that category. “If someone is
looking for a bottle that costs $25, they have all their
Does vodka share shelf space with bourbon?
alternatives right in front of them,” he points out. Niche
Retailers organize their stock in many different Texan wines on the other hand are arranged by winery.
“For this section, customers are familiar with the wineries
configurations, but is there only one correct way to already and they want to know what is available from
them,” he notes. Global wines are usually broken down
maximize your shelf space? We asked the experts
by country and then color and price. If one is looking
to uncover their profit-boosting strategies. for a white Italian, they’ll find it by pricing, not a specific
region. French wines, though, which are extremely pop-
4 BIN 2 0 0 9 • I S S U E 6
ular with Spencer’s clientele, are grouped
into geographical regions.
Karl Ronne, who owns two Wine Thief
locations in New Haven, CT, has experi-
mented with various shelf layouts for his
stores. He found that when he organized
all Syrahs together, for example, it easily
got confusing for his customers. So, he now
arranges wines by region first and then vari- Every
Monday,
etals. Usually, his clientele seeks out specific
Houston Wine
French or California wines, so it is much Merchant
easier for them to locate a bottle when the showcases
geographic buzzword is amplified. slow-moving
products on
Bob Lipinski, director of training, South-
the discounted
ern Wine & Spirits of New York, sees anoth- “close-out”
er trend. “There seems to be a small, grow- rack.
ing interest in grouping wines by flavor and
style,” he explains. “It’s something I happen
to like because it offers creativity and makes
At The Jug Shop Wine & Spirits in
a wine shop stand apart. [More than three
San Francisco’s Nob Hill, eCommerce
categories isn’t necessary, however; you
don’t want to confuse the customer.]”
To help drive wine sales, Lipinski en-
“Our advice is to provide manager and Spanish wine buyer, Paige
Granback, says that spirits are organized

courages retailers to capitalize upon their


cold boxes given that about 90% of wine
value products at the shelf by type, but given spatial constraints, the
most popular ones, vodka, tequila and
Scotch, get wall space while the rest are
purchased off-premise is meant to accom-
pany food, whether at home, a party or a
for those who want them, found on gondola shelving.
“Most retailers merchandise spirits by
BYOB restaurant and start asking them-
selves if they’re going to put a brand in there but to keep the overall sub-category (e.g., vodka, rum, scotch),”
explains Bob Fountain, director, Cat-
that generates a good return on investment.
“Start maximizing your sales opportunities
by knowing how many and which bottles
merchandising focus on the egory Business Solutions, Diageo North
America. “At a higher level, we recom-
mend merchandising white spirits adja-
are sold after 6:00 pm. from the cold box,”
he points out.
premium tier.” cent to white spirits (e.g., vodka next to
gin), and the same for brown spirits (e.g.,
– Bob Fountain, director, Category Scotch next to North American whisky).

Insider Tip no.1 Business Solutions, Research shows that consumers tend to
shop within spirit colors than across col-
Don’t take your cold box for Diageo North America ors and merchandising complementary
granted. Many wine-buying trips products together may help to drive in-
take place at the last minute, right cremental sales.”
before a customer sets out to One often overlooked tip for pushing
dine or head to a party. If they
don’t have the time to explore the
Focus on Spirits spirit (as well as wine) sales, comes from
For Spencer, the key to moving his small Mark Wartenberg, sales and marketing con-
shelves in search of the perfect sultant for the Royal Wine Corporation and
collection of spirits is by offering differ-
bottle, they’re going to settle on former general manager at Wine on the 9
ent sized bottles of the best-selling brands.
the convenience of what is ready in Howell, NJ. “Salespeople should take
When placing the 1.75 L and 750 ML
to go in the cold box. So, make special notice of their merchandise and go
bottles side by side, he always puts the
sure the brands that are chilled around their store with a cloth, dusting and
1.75 L to the right. “It’s old school mer-
are popular, recognizable names making sure their products look approach-
chandising: most people grab with their
that are sure to drive profit. able on the shelves,” he says.
right hand,” he notes.
6 BIN 2 0 0 9 • I S S U E 6
The Power of Words
Can shelf talkers really drive
your bottom line?

Clean,
“Some retailers want to carry everything;
attractive
shelf talkers
lure in
but carrying too many items makes as little
customers at
California Wine
Merchants
sense as carrying too few.”
in NYC
– Bob Lipinski, director of training,
Southern Wine & Spirits of New York

to sell: “On any given shelf, there

ENGAGE YOUR CUSTOMERS Jennifer Frank,


Insider Tip no.2 are about 35-40 items and 12-15 are
While it’s tempting to understocked or overstocked. Some
California Wine Merchants, NYC, thinks shelf
lump all of your vodkas retailers aren’t really paying attention
talkers can help keep customers interested.
together and your gins and want to carry everything; carry-
“Shopping for wine can be an intimidating experi-
ence,” she says. “We find that our customers like separately, you may want ing too many items makes as little
information to be conveyed in an accessible and to consider organizing all sense as carrying too few items.”
entertaining way because it engages them in the your white spirits together While it is vital to focus on the
wine buying process and enables them to make a (and the same for brown top selling brands for each category
smart purchase decision.” goods). Customers like (and for each retailer, these selections
shopping within the same will undoubtedly be different) niche
AVOID CLUTTER Shelf talkers and bottle neck- color spectrum and this products, like the $1,200 Cognac,
ers are undoubtedly more common for bottles of also shouldn’t be overlooked.
means you could actually
wine than spirits, but Bob Fountain, Diageo, thinks “Not everything is for everybody,
help push sales of another
they are just as important for the spirit categories,
category. When seeking but for every product there is a cus-
with one caveat: “It is important to balance the use
out say a flavored vodka, tomer,” points out Wartenberg. “A
of tags, which can be extremely effective because
they call attention to certain items amidst a sea having a London-style dry whiskey that most people consider
of bottles. When used too sporadically, however, gin on display nearby can bad can be labeled a ‘novelty item’
they look like a mistake or an afterthought; when introduce them to new or ‘a collector’ and can be sold for a
used too often they become just more clutter in products that may nice profit.”
the store environment and actually end up doing spike interest. Sometimes, the realization of
more harm than good.” an inevitably poor buying decision
can translate to creative marketing
KEEP IT SHORT “Retailers don’t always have Breaking the Routine promotions. Each Monday morn-
the opportunity to hand sell each product so When customers return to your store, ing, Spencer fills up his “close-out
that’s why shelf talkers are important,” says Mark naturally they want to see their same rack” with marked down bottles of
Wartenberg, Royal Wines Corporation. “Keep them
go-to brands. But how often do you
short and clean. They should be no more than five
need to shake up inventory to keep
words long with terms customers can relate to
like bold, medium bodied or semi-dry. Keep the
them interested?
“We change our product selec-
Insider Tip no.3
pretentiousness off shelf talkers.” What are your top two selling
tion based on what the industry pres- brands for each category?
USE AS AN EDUCATIONAL TOOL ents to us. Whenever there’s a great Make sure you’ve got them
Bob Lipinski, SWSNY, would like to see more new spirit that our buyers feel would stocked in all available
shelf talkers and neckers used in the promotion make a nice addition, we bring it sizes. Your fastest moving
of spirits. “There are three groups of shoppers: in,” notes Granback. “Some are very brands are going to be dif-
someone not interested in Parker scores who loyal to the brands they want, while ferent than your competitor
knows which Bordeaux they want; someone who others are more like explorers,” she down the block. Make sure
has $5 and is looking for a bottle on the cheap;
explains. “Conversely, when some- you stay ahead by playing
and someone who is hungry for info. Very few
thing isn’t selling well, we don’t up those brands that are
really know everything about single brands,”
bring it back.” category leaders and most
he says. “Shelf talkers and neckers are a way
to educate your consumers and let them know Lipinski says that with finite shelf recognized through word of
they’re not just buying a Scotch, they’re buying, space, particular attention needs to mouth and advertising.
say, a Speyside Scotch aged in sherry barrels.” be paid to items that are guaranteed
8 BIN 2 0 0 9 • I S S U E 6
Keeping Your Shelves Relevant
“We change our product selection based on what
the industry presents to us. Whenever there’s a
great new spirit that our buyers feel would make
a nice addition, we bring it in.”
– Paige Granback, The Jug Shop, San Francisco

Q Sitting on your shelf for six months or product that aren’t selling; if it re- greater profits by selling a higher ring,
longer? Toss it. You’re wasting precious mains there the following week, it higher margin product.”
shelf space—and dollars—on a more gets marked down even further. This For the Wine Thief’s Ronne, he
financially viable product. Getting rid of creative sales tool not only opens up doesn’t see any shelving changes in
slow-moving SKUs means you can bring new shelf space for a wine that isn’t direct response to the economy. “We
in more facings of faster, productive moving or a vintage that changes, work with a lot of smaller produc-
selections. but keeps the customers interested. ers. Regardless of what’s going on out
For some of them, they may choose there, our average bottles sales are still
Q The key to a successful store is product to come back a week later to see if it’s around $15,” he says. “We keep those
diversity. Does your store attract a still there at an even deeper discount. bottles at eye level instead of putting
particular ethnic community? If so, Whether they do or don’t buy that the luxury bottles there.”
make sure your selections reflect that.
particular sales item, the important The Jug Shop also hasn’t altered
thing is, they’re back in the store. their layout to accommodate the more
Q A vast product assortment is essential to trying economic times. “We really
keeping customers content and intrigued
have not changed anything in the spir-
but overstocking, without considering the Value Versus Luxury its section in response to the economy,”
impact a product will have on your con- While the new economy might have
sumers, can actually work against you. says Granback. “The less expensive
altered many things, as far as the fun-
brands have been and still are placed
damental principles of shelf merchan-
Q Don’t neglect niche brands. While they towards the bottom, with the luxury
dising, little has changed. Fountain
might not be instant money-makers, brands more at eye level and higher. If
points out that shoppers still look for
they symbolize prestige and make your you want something cheap, you’re go-
premium products on the top shelf,
store stand out as a specialty from the ing to have to squat for it.” Q
value products on the bottom shelf
rest of the pack.
and leading brands on the eye shelf.
Q Take advantage of the calendar year.
In particular, Diageo still uses lead- Insider Tip no.4
ing brands, like Smirnoff and Crown Never mind today’s
Each month brings a new holiday or
season. Capitalize upon that by utiliz- Royal, as signposts to help customers troubling economy.
ing free-standing displays and endcaps navigate category offerings that might All the forecasts might
to spotlight products specific to certain otherwise confuse them. predict the time isn’t right
events or times. Putting your rosé “Even in the new economy the pre- for premium products,
selections up front during the warmer mium tier is still growing and is gain- but continue to play them
months is bound to drive traffic while ing share within spirits,” Fountain says. up. Value brands, which
showcasing cordials in the winter months “Our advice is to provide value products are undoubtedly more in
will help boost holiday sales.
at the shelf for those who want them, demand today, should be
but to keep the overall merchandising available to keep prices
Q Finding favorite products easily is focus on the premium tier. Through relevant for your custom-
important to loyal customers, yet at the
high visibility and competitive pricing ers, yet premium products
same time, it’s important to them to see
on premium spirits, retailers may im- are still growing. Be sure
that your store is staying current and
tapped into trends. Make sure you cycle prove customer satisfaction by deliv- to keep them in visible
in new products. ering great deals on the products their areas.
shoppers love, while paving the way for

10 BIN 2 0 0 9 • I S S U E 6
BRAND PROFILE

Three Cheers
for the Reds, Whites and Green
Ferrari-Carano stays successful beyond its great
American wines, putting more emphasis on
environmentally sound practices and providing
superb value for trade and consumers.

By Elyse Glickman

W
hile Ferrari-Carano has been promotions and campaigns reflect people’s have included, ‘A Tradition of Excellence
a market leader for more than desire to stay closer and entertain more at Time and Time Again,’ ‘Fall In Love Again
twenty years, and is always de- home,” Rhonda Carano points out. “We are and Again’ and a ‘Tried & True Friend’ phi-
veloping exciting new wines to maintain focusing on Ferrari-Carano’s longevity in the losophy in our marketing efforts.”
their niche in California wine production, market, emphasizing quality and value com- “Ferrari-Carano is a consistent, famil-
one thing that is not new to founders Don bined. Recent Ferrari-Carano ad headlines iar face that has always provided quality
and Rhonda Carano is their green approach and value in every bottle of wine, at every
to winemaking, from the fields to the table. price point,” concurs Don Carano. “With
Though winemaking has generally been a a diverse portfolio of wines to choose from,
“green” production process in many respects, we are proud to be able to offer high-quality
the Caranos and their team have always wines for every budget and every palate,
made it a point to take care of the earth. while being respectful of the land for future
“Long before the public became tuned generations.”
in with such issues as global warming, Among this year’s new releases, the 2007
Ferrari-Carano has practiced sustain- Ferrari-Carano Tre Terre Chardonnay from
able farming techniques, from vineyard to Russian River Valley is full-bodied and rich
bottle,” says Rhonda Carano. “We believe with a delicious fruit component. The 2006
working hand-in-hand with nature enhanc- Cabernet Sauvignon’s depth and showy tan-
es the quality of the fruit. For this reason the nins make it perfect for pairing with red
winery gives back to the land in many ways, meats and strong-flavored cheeses.Those
such as ensuring natural crop nutrition by who prefer powerful, robust Cabernets will
recycling organic matter for use as mulch in also enjoy PreVail West Face and PreVail
the vineyards, planting cover crops and in- Back Forty, two Cabernets from Ferrari-
Don and Rhonda Carano
tergrating desirable plants and animals.” Carano’s mountain ranches in Alexander
Though the balance between Valley. They are also particularly
on- and off-premise sales is shift- proud of their 2008 Fumé Blanc,
ing, the Caranos point out there as it is such a versatile wine.
are ways to create excitement for “We have an opportunity to
their new releases, as well as ways tell our story, get personal with
on-and off-premise accounts may our customers via our wines,” con-
help their customers find joy in re- cludes Rhonda Carano. “While
discovering classic reds and whites wine lovers are cutting back and
with fresh new twists. The new searching for value-oriented,
promotions and forthcoming re- quality wines, they want to iden-
leases reflect their preparedness for tify with the personalities behind
those shifts. Ferrari-Carano. It’s not just a bot-
“Some of our more recent Ferrari-Carano’s Baby Doll sheep munch on the green grass and weeds tle of wine, it’s a lifestyle.” Q
below the grapevines, turning them into natural fertilizer.
NEW PRODUCTS & PROMOTIONS

1 Burnett’s ADDS PINK LEMONADE TO


PORTFOLIO OF VODKAS
Burnett’s collection of vodkas has expanded to include its
19th flavor, Pink Lemonade. The launch of the new flavor
1 will be supported by POS floor displays and shelf facings as
well as sales education materials. Burnett’s Pink Lemonade
is available in PET 1.75 L/50 ML and glass 1L/750 ML sizes
and bottled at 35% alcohol by volume (70 proof).
Vist www.burnettsvodka.com

2 Bonterra RELEASES ITS 2008 DRY ROSÉ


Recognized organic producer, Bonterra Vineyards, has
released its 2008 dry rosé. The salmon-colored wine is a
blend of 100% organic Sangiovese, Zinfandel and Syrah
grapes and offers flavors of strawberry, tart cherry and
2 vanilla. Visit www.bonterra.com

3 Yarden INTRODUCES MOUNT HERMON RED


Yarden Inc., recognized importer of Israeli wine, has
released its Mount Hermon Red to the American market.
Mount Hermon Red, named after the mountain in Golan
Heights, is a blend of Cabernet Sauvignon, Merlot and
Cabernet Franc and has strong berry fruit characters with
hints of herb. Visit www.yardenwines.com

4 Van Gogh LAUNCHES DUTCH CARAMEL VODKA


Dutch caramel is the newest flavor to join the Van Gogh
portfolio of 19 super-premium vodkas. Produced in small
batches at the Royal Dirkzwager distillery in Holland, Van
Gogh Dutch Caramel Vodka is the first caramel flavored
and colored vodka on the market. The new flavor will be
3 available in three sizes: 1L, 750 ML and 50 ML and will
retail for $27/750 ML. Visit www.vangoghvodka.com

4 5 ÍS Vodka LANDS STATESIDE


ÍS Vodka (pronounced “ice”) is an ultra-premium vodka
5 crafted from naturally pure Icelandic water and non-genet-
ically modified European wheat. The new vodka comes in
a tall, elegant bottle carrying an Icelandic angel holding a
“7”, its number of distillations. ÍS Vodka retails for $39.95,
and is available in select markets. Visit www.isvodka.com

6 Charles & Charles UNVEILS SINGLE


VINEYARD ROSÉ
In a unique collaborative effort, Charles Bieler (of Three
Thieves / Rebel Wine Co. and BIELER Père et Fils) and
Charles Smith (of K Vintners, Magnificent Wine Co. and
Charles Smith Wines), have paired up to create a single
vineyard dry rosé. The wine – aptly named Charles &
Charles – is produced at the Talcott Vineyard in Columbia
6 Valley Washington and follows a traditional Provençal
style of rosé. Charles & Charles retails for $12 and
will be available nationally. Contact: charles@bielerfamily.net

14 BIN 2 0 0 9 • I S S U E 6
NEW PRODUCTS & PROMOTIONS
1 Asunto de Vino RELEASES THREE
NEW CHILEAN WINES
Asunto de Vino, translating into “An Affair with Wine”, has
added Chardonnay, Sauvignon Blanc and a Shiraz/Carménère
blend to its line of wines. The Asunto de Vino collection also
1
2 includes their flagship varietal Carménère, Merlot and Caber-
net Sauvignon. The three new wines will retail between $9.99
and $12.99. Visit www.asuntodevino.com

2 Drambuie UNVEILS BOLD NEW BOTTLE DESIGN


Drambuie Liqueur is changing its look with a striking new
package concept. Altering the original design first created
in 1745 for Scotland’s Charles Edward Stuart, the brand has
adopted a new style developed by French design studio Linea.
The new bottle launch will be supported by television and print
advertising, on-premise events and consumer sampling.
Visit www.drambuie.com.

3 Crane Lake Cellars INTRODUCES


DRAMBUIE AUSTRALIAN CHARDONNAY
LIQUEUR Crane Lake Cellars has imported and begun distribution of a
changes its look with 2008 Australian Chardonnay. Described as “rich and abundant
a striking new in flavor”, the wine has an SRP that competes in the super-value
package concept. category – about half the price of many leading Australian
Chardonnays. The package is eco-friendly, with a lighter weight
glass, real cork and recycled paper label. Advertising support
4 including radio and outdoor, entitled “More For Your Dolla
Koala”, will be available in select markets. Down Under, imported
and bottled by Crane Lake Cellars, Napa and Sonoma, CA

4 Boisset’s Fog Mountain Wine DEBUTS


WITH ECO-FRIENDLY BOTTLE
Fog Mountain, the newest addition to Boisset Family Estates, is
the first California wine launched in the U.S. in a 1L PET
plastic bottle. The wine is 100% Merlot sourced from prime
growing areas throughout California and is served in a
3 lightweight bottle made from recyclable plastic, offering 33%
more wine than a typical 750 ML bottle.
eVisit www.boissetfamilyestates.com

5 Southern Comfort LAUNCHES


READY-TO-SERVE COCKTAIL LINE
5 Just in time for summer barbeques, Southern Comfort has
created two ready-to-serve cocktails: Southern Comfort Sweet
Tea Cocktail with classic Southern Comfort and refreshing
6 sweet tea, Southern Comfort Hurricane Cocktail, a combina-
tion of the and New Orleans Hurricane and Southern Comfort.
Both new cocktails will come in 1.75L sizes and will retail for
$19.99. Visit www.southerncomfort.com.

6 Kellan Offers AN IRISH WHISKEY


WITH AMERICAN FLAIR
To add a distinctive touch to its whiskey, Kellan selects once-
used American bourbon barrels for its aging process. The result
is a whiskey excluding aromas of honeyed nuts, cream and
dried wildflowers with a smooth spiced finish of cocoa and
gingerbread. The International Wine and Spirits Competition
has awarded Kellan the title of “World Distillery of the Year”.
Available through Berniko Imports. Visit www.berniko.com
16 BIN 2 0 0 9 • I S S U E 6
Are you
paying for the
bottle ?

Or, are you


paying for the
vodka ?

www.truthinvodka.com

Please Enjoy Sobieski Responsibly. SOBIESKI ®


VODKA, 40% ALC./VOL. (80 PROOF). PRODUCT OF POLAND. ©2009 IMPORTED BY IMPERIAL BRANDS, INC., PALM BEACH GARDENS, FL
A SEA-Worthy
New Rum
THOUGH SEAGRAM’S HAS ENJOYED A SOLID, 150 YEAR-OLD
REPUTATION COVERING MANY SPIRITS CATEGORIES, THE
LAUNCH OF SEAGRAM’S SMOOTH BRAZILIAN RUM SHOWS IT
CONTINUES TO THINK OUTSIDE THE BOTTLE
BY ELYSE GLICKMAN

18 BIN 2 0 0 9 • I S S U E 6
This blockbuster sent Seagram from the fifth biggest

W ith a myriad of next-big-thing brand


names and concepts seeking their niche in
different spirits industry categories, there’s
something to be said for being the “old” kid on the
block. The marketing intelligencia and distillers at
distiller to the top in less than two years. More
recently, in 2003, Seagram entered the vodka game
at the start of this category’s major boom. Since
then, Seagram’s Vodka has grown at an 18% CAGR
Seagram’s know this, and they are milking their (Compound Annual Growth Rate)—which trans-
good name for everything it’s worth—and doing it lated in to layman’s terms, means the company con-
with continued momentum and finesse. tinues to prosper, even in a recession which has
Besides being one of North America’s oldest pur- affected a normally recession-proof line of products.
veyors of Gin as well as a major producer and/or The expansion of the rum category into sub-cat-
player in several spirits categories, they are also egories provides an opportunity to give consumers
behind some of the most clever product launches of many options to fill their different needs during dif-
their day. Who could forget the blues-y and memo- ferent occasions. The growing rum sub-categories
rable “Seagram’s Golden Wine Cooler” campaign have definitely attributed to the strong growth of
from 1986, featuring a cool, young Bruce Willis? the rum category.
COVER FEATURE continued

“You can’t escape the fact


that everybody’s looking
for great quality at an
affordable price. That
pretty much describes
Seagram’s Rum, which is
a spirit made from great
quality ingredients at a
very affordable price...”
– Craig Johnson,
Marketing Director

SEAGRAM SEES RUM


IN THEIR FUTURE
Even with the economy and increasingly
competitive and crowded spirits arena,
Seagram’s is showing there is no challenge
they cannot handle when staking their
claim in a category they set out to conquer.
Rather than answer the predictable ques-
tion, “Why launch a new rum,” their
approach is to boldly ask, “Why not launch tiple categories, we thoroughly did our the growing popularity of rum internation-
a new rum?” research before making the decision to ally gives Seagram’s Rum extra excitement,
To create the perfect product to venture develop and release the line. Our research buzz and vitality in the U.S., as consumers
into this new arena, Seagram searched the positively revealed rum as a great fit,” she all over the world are interested in trying
world over for an ideal source for the perfect says. “From this point, there was nothing new and exciting rum cocktails. With
rum. They found it in exotic Brazil, a prod- else to do but move forward.” Seagram’s Rums joining the Pernod Ricard
uct of several rums made by two distilleries Seagram’s top brass realized in digging USA portfolio, it becomes part of a globally
in Sao Paolo, one of which is the Capuava further that the category offered Seagram’s successful beverage industry force that
distillery in nearby Piracicaba, known for and parent company Pernod-Ricard signifi- includes other iconic spirits brands and
their long history of producing distilled cant sales and awareness building opportu- products, such as ABSOLUT® Vodka, The
products from sugar cane. nity for the Seagram brand name. Glenlivet® Single Malt Scotch Whisky,
According to Sheila Senhouse, Brand Furthermore, they found that because the Chivas Regal® Scotch Whisky, Jameson®
Manager, Seagram's Rum at Pernod Ricard rum category had grown by 10 million cases Irish Whiskey, Wild Turkey® Bourbon,
USA, the resulting authentic and high- over the last decade, and is forecasted to Seagram’s Extra Dry Gin®, Beefeater®
quality spirit provides an ideal balance of grow by another 10 million cases in the Gin, Plymouth™ Gin, Martell® Cognac,
unique rum character and unparalleled next 10 years, they not only had a nice com- Malibu® flavored Rum, Kahlúa® Liqueur,
smoothness and this smooth flavor and petitive edge but also a good foundation to Hiram Walker® Liqueurs, Pernod® and
unique taste profile make it the perfect rum back it up. Ricard®; such superior wines as Jacob's
to mix in today’s most popular cocktails. While Seagram’s Rum is currently avail- Creek® and Brancott Estate®; and such
“As one of the only spirits/adult beverage able only in the U.S., Senhouse attests that exquisite champagnes and sparkling wines
trademarks to successfully span across mul-
20 BIN 2 0 0 9 • I S S U E 6
COVER FEATURE continued
CLASSICS WITH A
SEAGRAM’S SWING

Senhouse points out that nationally as Perrier-Jouët® Champagne, G.H. products, remains the number one selling
acclaimed mixologist Allen Katz (who also Mumm™ Champagne and Mumm Napa® gin in the U.S. The combination of growth
serves as director of mixology and spirits sparkling wines. opportunity and respected quality brand
education for Southern Wine and Spirits of Along with the other brands, Seagram’s name made the decision to enter the rum
New York, and is the president of the New Rums will benefit from an overall corporate category a no-brainer. Collectively the
York chapter of the United States strategy combining a respect for the past with Seagram’s adult beverage franchise repre-
Bartenders Guild) was one of the creative the constant search for fresh ideas. sents more than 12million cases in the US
forces behind several of the cocktail Marketing efforts for every brand are consis- which is attributed to the strength of the
recipes being used for highlighting the fla- tently aligned with consumers’ evolution, Seagram’s name, so the addition of rum
vor and versatility of the rum.” and it will allow marketing for Seagram’s builds on that strength rather than repre-
Rums, beyond the launch, to not only sent a ‘me too’ approach.”
respond to changes in the market, but also to This then leads up to the question,
anticipate them. Pernod Ricard USA’s suc- “Why Brazil?” Johnson offers many answers.
cess is credited to a solid strategy focused on “On a practical level, Brazil has been
generating value and striving to outperform the world’s largest producer of sugar cane
the competition through brand-building since 2005, with raw products used in mak-
activities that capture consumer imagination ing sugar, molasses and rum,” Johnson adds.
as well as effective wholesaler management “On a consumer level, meanwhile, there is a
ensuring a successful route-to-market. mystique about Brazilian culture, lifestyle
SEAGRAM’S RUM & COLA and cocktails that’s well loved on a global
1 part Seagram’s Smooth Brazilian Rum THE SEA-CHANGE scale. And from a flavor standpoint, mixol-
3 parts cola Seagram’s Smooth Brazilian Rum launched ogists and rum fans love the light variation
in May 2009 along with two vibrantly pack- on the spirit, with distinctive citrusy notes
Pour ingredients into a cocktail glass filled
with ice. Garnish with lime wedge. aged flavors, Seagram’s Citrus Brazilian and great mixability coming from a blend of
Rum and Seagram’s Raspberry Brazilian column & pot still distillation.
Rum, amid great hopes and expectations. “We tested concepts from around the
Seagram’s Smooth Brazilian Rum is now world with consumers and the exotic, mys-
available in 1.75L, 1.0L, 750ml, 375, 200ml, terious qualities that embody Brazil emerged
100ml and 50ml sizes, with the 750ml for- as having the strongest appeal,” says
mat retailing for a suggested price of Johnson. “ “Brazilian rums are traditionally
$11.99. Seagram’s Citrus and Raspberry are distilled to create a lighter spirit with citric,
available in the 1.75L, 1.0L, 750ml, and lemon notes which is exactly what we were
50ml sizes, also line priced at $11.99. looking for and what we know our con-
SEAGRAM’S CAIPIRINHA Craig Johnson, Marketing Director for sumers and trade clients want as well.”
1 Part Seagram’s Smooth Seagram’s Smooth Brazilian Rum at Pernod “During these economic times, con-
Brazilian Rum
1 Tbsp. granulated Sugar Ricard USA, believes Seagram brand rums, sumers are still demanding a lot from their
1 Lime even with a crush of ambitious newer purchases, and our trade clients demand
brands and products entering the market, products that will move from their shelves,”
Muddle sugar into lime wedges in an old- would be an attractive proposition for the interjects Senhouse. “You can’t escape the
fashioned glass. Fill glass with ice cubes.
Pour Seagram’s Rum into glass. Stir well.
trade as well as a compelling new offering fact that everybody’s looking for great qual-
for consumers who both love something ity at an affordable price. That pretty much
new and looking for ways to enjoy their old, describes Seagram’s Rum, which is a spirit
trusted favorites. made from great quality ingredients at a
“The monumental growth of the rum very affordable price. Consumers and our
SEAGRAM’S
RASPBERRY FIZZ category definitely offers the Seagram’s trade clients can buy with confidence,
1 part Seagram’s trademark a significant opportunity to knowing they are getting great quality, mix-
Raspberry Rum increase sales and brand awareness,” he ability, fantastic flavor and versatility”
3 parts club soda
affirms. “American consumers know and As a mixologist who trains and educates
Pour ingredients into a cock- trust the Seagram’s name. Seagram’s Gin, bartenders, Allen Katz, Mixologist for
tail glass filled with ice. which also incorporates the Seagram’s Southern Wine & Spirits (distributor for
Garnish with raspberries. Twisted Gin and Seagram’s Gin & Juice Pernod Ricard products, including

22 BIN 2 0 0 9 • I S S U E 6
COVER FEATURE continued

Seagram’s Rums) feels that a mix of interest


in Brazil stirred up by the emergence of
cachaça, along with great taste and real
value gives the newly launched Seagram’s
Rums a competitive advantage.
“I am often working in bars and prefer to
order drinks I would not make at home,”
Katz points out. “Consumers and beverage
professionals are all looking for that sense of
adventure when preparing and drinking
cocktails. With this in mind, something as
comfortable as rum is good to have in stock,
especially when you’ve got rums like
Seagram’s--affordable from a consumer
standpoint and an opportunity for great prof-
Capuava Distillery in Piracicaba located in Sao Paulo.
its from an on-premise standpoint.
Bartenders are the rock stars of the service
industry at the moment. And during this
recession, bartenders are looking at what products a distinctive taste, natural spices history of success to the Seagram’s Rum
they can do to contribute to the profitability and fruit flavors that, “makes it so blend- formula.
of their bar. Though taste rules, and quality able, not only with fresh fruit and juices, but Founded in April 22nd, 1886 by a
and flavor are important in the final cock- also colas, sodas and pretty much any kind Danish Engineer, and owned and operated
tail, there is a keen interest in looking at the of mixer. One of the recipes being used to by its fourth generation, Capuava trans-
profitability of the spirits used to mix them.” promote the new line of rums is a variation formed from a collective of Danish
on the classic caipirinha.” Immigrants manufacturing wooden furni-
THE CACHAÇA QUESTION She also adds that Seagram’s rums and ture to a sugar-distilling powerhouse that
Katz believes that whether one is consider- cachaça are made from similar ingredients, integrates a mix of science, meteorology and
ing a purchase of rum or cachaça, what ulti- sugar cane juice, but Seagram’s rums are dis- quality control to produce optimum raw
mately matters most is the quality of the tilled at a much higher level (55% -72% abv) material to manufacture rum and Cachaça.
product inside the bottle. Whether you are than a cachaça, which makes the product a They credit their endurance and consisten-
dealing with adventurous consumers, people smoother, more palatable, mixable spirit. cy to excellent soil, along with Analytical
behind the bar, or retailers, and there is an That being said, most mixologists worth field productivity control, variety control,
interest in both cane spirits, you can go on their salt (and sugar), as well as an increas- maturation control, harvesting control and
to the story about what makes rum from ingly savvy pool of consumers, know that constant meteorological follow up.
Brazil special. cachaça has been the traditional foundation In 2001, Capuava established its
“Because most Americans have not of the caipirinha. Even with the possibility Brazilian Beverages & Liquor Ltda. (BBL)
spent a lot of time in South America, but of some purists and spirits of aficionados arm, around the mission statement that their
are familiar with the culture, you can con- balking out there, Senhouse, Johnson and objective was to be a purveyor of, “Alcoholic
jure up an image of the vibrant culture and the rest of the team are not worried about Distilled Liquor of high quality supplied to
exotic flavors of their cocktails in con- any form of backlash or comparisons. national and international bottlers.” The
sumer’s minds,” he adds. “Generally, when Senhouse feels that even with the new(er) founders also acknowledge that the interna-
people think of rum, they often think of the cachaça category on the rise, the best strate- tional consumer has changed, and they now
Caribbean, or other countries in the tropics. gy to adopt is to sell Seagram’s rums on their demand high quality spirits that not only
To bring clarity, and tell the story behind own merits. A straight-forward message taste great but also have no after effects to
Seagram’s Rums, it’s best to explain exactly woven with a little history will set the stage ensure “pleasure in drink-
what’s inside the bottle and where exactly it for a great exchange of communication. ing”(responsibly).This is undoubtedly some-
comes from.” thing Seagram’s embraces, which in turn is
Senhouse enthusiastically brings up the FROM THE HEART OF BRAZIL reflected in their sales and marketing efforts.
fact that Seagram’s trio of rums are made While Seagram’s Rum is sourced from two “Even with the Cachaça boom happen-
from sugar cane juice that she explains is distilleries in Sao Paulo, it should be noted ing right now, we shouldn’t forget that
processed in such a way to give the final that the Capuava Distillery, brings a literal Brazil is actually a major rum producer for

24 BIN 2 0 0 9 • I S S U E 6
COVER FEATURE continued

the world,” Senhouse elaborates. “Many


distilleries all over Brazil make both cachaça
and rum products, and for many brands. For “People these days are really paying attention to taste
this reason, we feel we do not have to define
a distinction between cachaça and rum,
and quality, which, again, creates the perfect launch pad
because our products are clearly labeled as for Seagram’s rums,”
Brazilian rum. On the other hand, if we
were making a cachaça, we would have the – Sheila Senhouse, Brand Manager
challenge of explaining that it wasn’t a rum,
and we would do our labeling and marketing
efforts accordingly and clearly. I think a lot ents that went into it, especially the sionals may wonder if Seagram’s Rums are a
of American consumers will also be Brazilian sugar cane. This (development) is “me-too” product, capitalizing on the grow-
intrigued because Seagram’s is a Brazilian not surprising when you consider drinks ing interest in the category, Katz explains
rum, and there are not too many Brazilian using fresh muddled fruit and juices are so that issue can be resolved by looking at it
rums on the market in this country.” popular right now, and you need a product from two different perspectives.
that has the right flavors and degree of “There is always going to be enthusias-
SALES SAMBA smoothness to work for those recipes.” tic audiences for these new products hitting
Senhouse confirms that Seagram’s Rum will Based on the company’s research prior to the market, and with a name like Seagram’s,
support their recent launch with trade adver- the launch, the marketing people at consumers and some members of the trade
tising, a range of POS materials, a 50ml retail Seagram’s determined after talking with will react favorably because they are famil-
promotion where legal, off-premise sampling mixologists as well as on- and off-premise iar with the name and know it as a mark of
(where legal) and targeted internet program- clients, that citrus-flavored rums were the quality,” he says. “Those who know and like
ming to reach younger (LDA+) consumers most in-demand, followed by raspberry rums. Seagram’s Gin will have a built in curiosity
who enjoy socializing and having fun. Senhouse also notes that Mixologists and about the new products under the banner.
“Our tag line is, ‘Taste how Seagram’s trade clients’ input will continue to be valu- The other thing is that there is such a big
Does Rum,’ which is a call to action for con- able as more consumers become more famil- interest in the trade and professional, that
sumers to try the product, especially as iar with Seagram’s Smooth Brazilian Rum. will naturally create a wonderfully strong
chances are they’ve tried other plain and “Mixologists play a wonderful role in demand for new products and education.
flavored rums,” stresses Senhouse. “We highlighting all the many ways to consume Though there may be some presumptions
have a two-fold goal with this philosophy-- rum,” says Senhouse. “With the popularity made about Seagram’s Rum by professionals
to leverage the Seagram’s brand equity and of drinks like the mojito and the revival of based on their opinions of Seagram’s Gin,
play up the product’s Brazilian origin and old classics like the daiquiri, mixologists con- blind taste tests even the playing field and
connections to the culture that inspired it. tinue to lead consumers in versatile ways to give professionals to experience what’s in
Visuals are colorful and meant to evoke the consume rum. Mixology and the foodie cul- the bottle. We’ve done this with Seagram’s
passion, vitality and zest for life embodied ture have both given rise to consumer Rum, and reactions have been overwhelm-
by Brazil. Furthermore, we are conducting demand for quality. Seagram’s Rum is a qual- ingly positive”. For example, Seagram’s
local tasting events in different markets ity product made from quality ingredients Smooth Brazilian Rum and Seagram’s
across the U.S., including off-premise sam- and is a perfect rum to fill consumers’ needs.” Citrus Rums each won silver medals in the
pling and cocktail promotions so consumers While some beverage industry profes- 2009 San Francisco Spirits Competition. I
don’t just hear the message but experience it
through their senses.
Senhouse also acknowledges that the
still-emerging foodie culture is playing a
role in the future for Seagram’s Rums, espe-
cially with the decision to include the fla-
vors in the initial push of the brand and
product launch. “People these days are real-
ly paying attention to taste and quality,
which, again, creates the perfect launch pad
for Seagram’s rums,” she continues. “Our
consumer appreciates the quality of ingredi-

Two Brothers mountain in Brazil that is used on the label of Seagram’s Rum.
Magic Hat Brewing Company’s
CRAFT BEER brewery in South Burlington, VT

Inside McMenamins’ Highland At work in the Dogfish


Pub & Brewery, Gresham, OR Head brewery, Milton, DE

Small Brewery, Big Business


Craft Beers Attract Attention and Market Share,
as Brewers Commit More Resources

By Alia Akkam

O
n Tuesday nights at The Beer Table Meanwhile, in San Francisco’s Hayes Valley, Arlequin Café, sister
to cocktail lair Absinthe Brasserie & Bar and Arlequin Wine Mer-
in Brooklyn’s Park Slope, the com- chant, features more than 30 beers to pair with its Indian spiced lamb
munal tables are packed with friends burgers and Cuban pork confit sandwiches. This summer they’ll also
and couples tucking into the $25 three-course be rolling out an afternoon beer pairing for customers to enjoy in the
outdoor garden.
meal, which might include arugula salad with Currently, total annual dollar volume for the craft brewing indus-
roasted ramps, butter beans with herbs and try is $6.3 billion according to the Boulder, CO-based Brewers As-
sociation. In 2008 there were nearly 8.6 million barrels of craft beer
ramp mayonnaise and rhubarb crumble. For
produced in the U.S. and growth was 5.9% by volume and 10.1% by
Photo credit: StudioSchulz.com

just $15 more they pair their meal not with dollars. The Brewers Association also reports that as of December
wine, but with corresponding specialty drafts 2008, craft brewing sales is 4% by volume and 6.3% by dollars.
Sam Calagione, founder and president of Dogfish Head in Mil-
Hopfenstark Baltic Porter, Wintercoat Double ton, DE describes the craft beer phenomenon as a “true grassroots,
Hop and Hopfenstark Ostalgia Rousse. organic consumer movement.” Craft brewers might not have the
28 BIN 2 0 0 9 • I S S U E 6
CRAFT BEER

financial resources “to advertise and market


with enough critical mass to move the mar-
ket share needle the way Bud, Miller, Co-
ors and Corona do, but in the long-run, our
method of slow and steady, word of mouth,
consumer-pull-based growth will be more
sustainable.”
Greg Koch, CEO of Stone Brewing in
San Diego agrees. He’s been enjoying great
craft beers for over 20 years and thinks that
the category’s profitability has been cultivat- Stone Brewing’s Greg Koch
ed over the years. “Since craft beer’s growth with a Stone Ruination IPA
has been natural, rather than artificial–it’s
not based on old-line models of advertis-
Newman remembers growing up in post-
ing, discounting, trendiness–it is one of long CRAFT BEER BY war suburban Long Island and seeing local
term sustainability,” he says. MARKET SHARE bakeries shut down to make way for pack-
Jeff Gorlechen, vice president of Six- (as of 12/31/08) aged Wonder Bread instead. But now, he has
point Craft Ales in Red Hook, Brooklyn,
not had a piece of “fluffy white bread” served
points out that prior to the mid-60s and the
advent of mass advertising, Americans sup-
ported their local breweries with staunch
4% in volume
to him in over 10 years, thanks to the return
of the artisanal movement. This same trend

enthusiasm. “What you are seeing now is a


return to where the American beer indus-
6.3% in dollars
Source: Brewers Association, Boulder, CO
applies on the beer front. “In the Pacific
Northwest and Northeast, craft beers now
have mid-teen market shares of beer–higher
try was in the first half of the last century,”
than imports in many markets–and we are
he says. This return means good things for
seeing dramatic growth rates in parts of the
Sixpoint: last year they produced just over
CRAFT BEER country that were considered ‘no-man’s land’
6,000 barrels and expect to do 25%-50%
more than that this year.
BY PRODUCTION for craft beer just five years ago. I believe this
(for the year ended 12/31/08) trend will continue,” Newman says.
Twenty years ago, it seemed like the big
The craft renaissance has put the em-
imports dominated the beer scene. “They
phasis on affordable luxuries points out
were here when the population exploded
Calagione: “Instead of a giant SUV or fancy
after the war, with pocketfuls of money to
invest in marketing their brand. Today, the
buzz is back to crafts and the imports mar-
10.1% watch, consumers are treating themselves
to locally roasted coffee, organic milk from

ket is flat or declining for the first time in


memory. Clearly an oversimplification but,
5.9% a regional dairy and amazing, fresh beer
brewed right in their communities.”
Koch, however, thinks that it’s the
I believe, directionally accurate,” says Alan
craft products themselves helping to set the
Newman, CEO of Magic Hat in South Bur- growth growth trends. “I believe that the deeper trend of
lington, VT, whose brewery has grown–save
for one year–at an annual rate of 22%.
by volume by dollars drinking and eating locally-made artisanal
products has been driven by the fantastic
Whether it’s a college student who Source: Brewers Association, Boulder, CO
companies making them. Whether its
spends 90% of their discretionary income on
cheeses, breads, CSAs, small ethical pig
specialty brews or a wine lover who wants that we have been committed to our mission farmers or craft brewers, together we have
to age their favorite beer alongside the Bor- of off-centered ales for off-centered people
deaux in the cellar, Calagione says that his since day one,” he explains. Dogfish Head’s
demographic for Dogfish Head is broad. commitment to innovation translates to Pint of Sixpoint Craft Ale
“When we opened in 1995 the average beer successive financials: they are up over 40%
we brewed was 90% abv and brewed with six in revenue and over 35% in barrelage thus
as opposed to the ‘traditional’ four ingredi- far this year.
ents. In that era we were the smallest brew-
ery in the country. Fast-forward to today and
we are one of the fastest-growing breweries Living Local
in the country but still our average beer to- Drinking and eating locally has gained tre-
day is 9% abv and brewed with six ingredi- mendous importance in the past several
ents. I think consumers see and appreciate years which means a boon for craft brews.
CRAFT BEER

all contributed to this larger movement.


And we have been collectively raising
the bar and producing things that are com- A selection of beer from
pelling,” he explains. In fact, it is this pas- McMenamins Breweries
sion that has prompted him to create his
I Am a Craft Brewer video, capturing the
camaraderie and character of the American sales happen at the table. In a
brewing movement. crowded bar on a Friday night,
Magic Hat’s new Artifactory
John Richen, chief brewery administra- this is a little more challeng-
tor of McMenamins Breweries in Portland, ing when the bar is three deep
OR says that some microbreweries are now and people tend to order the Dogfish Head is known for its beer din-
so popular on a national scale, that regional beer they know and it’s difficult to ask ques- ners revolving around Calagione’s book with
appeal matters far less than it once did: “But tion. Flash forward four years later and our wine expert Marnie Old, He Said Beer, She
it started as a local movement and will al- highest volume accounts are bars now that Said Wine, which gets it paperback release
ways have drinkers who gravitate toward people are more familiar with our brand,” he this month and attracts both beer and wine
the beers made by small breweries close to says. This brand awareness has led to collab- lovers. “It’s been great,” says Calagione who
home, which is a good thing and an impor- orations with The Modern at the Museum is releasing a new tea and spice-infused beer
tant and marketable connection that allows of Modern Art in NYC, where all four tap this month called Sah’tea. “From national
the little guys to stay very competitive and lines are devoted to Sixpoint. chains like Ruby Tuesday to all the killer lo-
healthy on their own turf.” cal beer-bars around the country, our draft
sales are up over 40% YTD at a time when
casual restaurant sales in general are down,
Building a Brand so a lot of people must be trading up to more
For the guys over at Sixpoint Craft Ales, the “In the Pacific Northwest and flavorful beer.”
biggest challenge was getting the product Northeast, craft beers now have Koch also notices that more restaura-
into people’s hands. They were fortunate mid-teen market shares of beer teurs are getting in touch with him to let
to have a great business partner in their him know how happy they are with his
– higher than imports in many
distributor, which had a history of forging beers. “A large number of restaurants now
relationships with key accounts. Particularly markets – and we are seeing recognize that great craft beer can be prof-
distinctive about Sixpoint Craft Ales, dramatic growth rates in parts itable, it brings in a better guest and helps
though, is that they are their own demo- of the country that were con- to set their restaurant apart from the masses.
graphic. “We are seven guys in our mid-20s These are people that have gone to the ef-
sidered ‘no-man’s land’ for craft
to late 30s and nearly all of us live in Brook- fort to be passionate about what they do and
lyn. We go out and enjoy life in the city and beer just five years ago. I believe to seek out the best quality choices for their
the people that visit the establishments that this trend will continue.” establishments. They are actively engaged
pour our beer have a lot in common with us,” and have a strong connection with the pro-
explains Gorlechen. “They like the product -Alan Newman, founder, ducers of the foods and beverages and with
but they also see a part of themselves in Magic Hat Brewing Company their local customers.”
the brewery.” There’s still a long way to go. To get to
Since Sixpoint Craft Ales has virtually the “promised land” as Newman calls it,
no marketing budget, hosting events with craft needs to be a minimum of a 10 share
business partners has been key to build- For McMenamins, which doesn’t serve of beer in order to have the capital to invest
ing their brand. “We are unique in that we its beer outside of its McMenamin-branded and compete with imports and domestic spe-
don’t have any bottled product so nearly all properties, historic locales like the Bag- cialty beers. “To get there, we need multiple
of our customer experiences take place in dad Theater and Pub in Portland and the strong players to accumulate the capital
social settings which really goes a long way Lighthouse, Oregon coast’s first brewpub, an necessary to invest in capacity, marketing
towards building a positive image for our historic tie to the neighborhood is key to and sales to be competitive with imports,
brand,” Gorlechen continues. Available in reaching out to the community. “Our ‘cul- wine companies and specialty domestics,”
just New York, Massachusetts, New Jersey ture’ is successful because we expect each he says. “While variety has been our great-
and now Philadelphia, Sixpoint Craft Ales place to establish their own neighborhood est strength, it is also our greatest weakness.
first relied on accounts in better restaurants identity rather than take a cookie cutter ap- It drives category interest–at some level–but
to drum up sales but now the trend has proach to creating an environment,” says without building strong local and national
shifted according to Gorlechen. “In a restau- Richen. McMenamins special events in- brands we dilute resources and prevent
rant it is much easier for them to sell a new clude live music, festivals, dinners and cask brand allegiance, which is what I believe
product to a customer because many of the releases at happy hour on a Friday. will ultimately drive category growth.” Q
32 BIN 2 0 0 9 • I S S U E 6
RUM-BLINGS
OF CHANGE
THE ENDURING SPIRITS CATEGORY, MORE THAN EVER,
CONTINUES TO SURPRISE AND STARTLE WITH ITS
VERSATILITY AND INCREASINGLY UPSCALE APPEAL

such as mojitos and daiquiris. The recent boom in

F
rom the end of Prohibition forward, the
Rum category has been perceived as a vaca- luxury and novelty goods, including spirits, has
tion in a glass, whether sipped straight or prompted rum producers from around the world to
incorporated into cocktails of the fruity, fun and strut their best stuff, and put upscale rums on the
frothy variety. However, the winds of change are market intended to compete with the finest
blowing, and at the strength of a powerful cognacs and brown spirits. Even in the current
Caribbean storm. economy, a good rum and a cigar, is one luxury that
The mixology craze over the past decade has particular segment won’t give up. The same holds
boosted the Rum category’s prominence. Since the true for young people on the hunt for something
dawn of the 21st century, inventive bartenders new, fresh and challenging that will brighten up a
have elevated sweet drinks to new levels of sophis- night out or a party in house.
tication and reintroduced their patron’s to classics From the looks of things, no matter how tides
34 BIN 2 0 0 9 • I S S U E 6
7Zhi HZgkZY ^c <ddY 8dbeVcn
Admiral Nelson’s Premium Spiced Rum is proud to be a three
time Hot Brand Award winner (2006 – 2009)! And proud to be
judged a two time Best of Show – Platinum Award winner (2007
& 2009) at the World Beverage Competition!
We truly appreciate the good company of our distributor, broker
and retail partners and, of course, all of our loyal consumers…
Here’s to you!

For more information about Admiral Nelson’s Premium Spiced and


Flavored Rums please contact your Luxco representative.

HKTPYHSULSZVUZY\TJVT

Please Enjoy Responsibly.


©2009 Admiral Nelson’s® Rum Company, 35% Alc./Vol. (70 Proof) Luxco Inc., St. Louis, MO
CATEGORY FOCUS continued

turn, Rum is on the rise. Retailers, restau- the last fifteen consecutive years and is urally spiced and smooth, is designed to rep-
rants, bar owners and bartenders better be now the second largest spirits category resent the history of rum as it was consumed
prepared for the new ideas, recipes, trends behind vodka. Cocktails such as the throughout American history through the
and related products that will be raining Mojito, Daiquiri and Mai Tai, are now time when Sailor Jerry was active,” explains
down and bringing customers in droves. classic starting points for innovative Cesco. “If you look at the way rum was con-
mixologists to develop future classics. sumed before WWII in America, it was
INTERNATIONALLY “Rum was one of the top growth cate- regarded as a masculine spirit and the basis
AMERICAN gories in the spirits industry last year, up for a number of cultural revolutions in
Though Rums on the market today origi- three percent from 2007,” observes Matt America and throughout the world. In
nate from every point on the globe, from Carroll, chief marketing officer at The Sailor Jerry’s time, if sailors ran out of
South America and the Caribbean to Patrón Spirits Company. “As the populari- money they could trade and barter with
Austria, Africa and Asia. However, as ty of rum continues to increase, we see rum. In some cases throughout U.S. history,
Tommy Bahama Rum’s marketing team great potential for more people to discover they could receive rum as part of their pay.
points out, Rum in America has a storied and enjoy our portfolio of ultra-premium Tattooing, meanwhile, was a right of pas-
history in its own right. Rum was distilled in Pyrat rums.” sage for many American soldiers, and Sailor
our country by 1664 and by 1770, with Sailor Jerry Rum, a concept brand that Jerry had elevated tattooing to a high form
more than five million gallons produced is now seeing its sales soar, is building its of folk art. To enjoy the rum that’s named
each year. In 1778, General George brand equity through its ties to American for him today, however, consumers don’t
Washington marked July 4th with a double history, the artistic legacy of tattoo legend need to have tattoos. A Sailor Jerry drinker
ration of it for his soldiers and an artillery “Sailor Jerry” Collins and the role rum has can also be somebody who appreciates fine
salute. Paul Revere had a swallow of the played in social and popular culture. spirits as well as American history, folk art
stuff to refuel his spirit during the course of According to brand manager Suzi Cesco, and the evolution of popular culture.”
his midnight ride. Benjamin Franklin com- rather than conduct mass marketing or Cesco adds that as the Sailor Jerry Rum
posed a poem about it. Ernest Hemingway engage in over-the-top liquor promotions marketing team sees things, many of the top
famously mixed it the cocktails that served on- or off-premise, the company is allowing rum brands have moved away from their
as a creative muse. On election night in the Sailor Jerry name to speak for itself, not original roots and consumption styles. They
1960, John F. Kennedy sipped it over dinner only in its Rum format, but also other brand see Bacardi’s image now focused on nightlife
at his house in Hyannis Port, Massachusetts extensions, including a clothing line and Captain Morgan’s brand equity built
as election returns trickled in. launched prior to the rum in 1999, an around party culture. However, these
Though Cruzan is currently one of the acclaimed documentary film (Hori Smoku brands’ shifts of paradigm enables Sailor
few rums that can say it is produced on Sailor Jerry) and music program. That said, Jerry Rum to be a sub-category on its own.
U.S. soil (in St. Croix, U.S. Virgin Sailor Jerry Rum has emerged as the brand’s “We are not looking at the wider rum
Islands), rum still holds an important place stand-out product. category in terms of how we market our-
in our nation. The category has grown for “Sailor Jerry Rum, which is strong, nat- selves,” assures Cesco. “We are fortunate
CATEGORY FOCUS continued

that the quality of our product is high Swizzle made with our English Harbour
enough quality to span several segments. It Rum (Antigua) as well as Grand Fond
can be enjoyed as a shot, on the rocks, as Galion White Rum (France) and
sipping rum or as the base of high-end and Cadenhead's Classic Green Label Rum
high-concept cocktails. However, when we (blended with rums from Guyana, Jamaica
do promotional events and work with our and Nicaragua). As people come to appreci-
clients, we focus most on the simple prepa- ate the premium segment of the rum catego-
rations—the classic rum-and-Coke or rum- ry, they will find exciting new taste sensa-
and-Ginger (Ale)—to emphasize the singu- tions from hand-crafted rums. This trend
larity of the brand. We are not looking at reinforces that rum has a place in the premi-
flavor extensions or other kinds of market- um snifter that once only held Cognac.
ing approaches that other rum brands are Rum, like single malts, is becoming an
engaged in. At the moment, we are one of exciting category with many styles and fla-
the fastest growing rum brands in America, vors coming to market. The expansion of
and this was validated by our taking the Fast these styles has increased the awareness
Track Brand Award for a second time in among consumers who now seek the better
2008. Our marketing is about brand discov- products on the market.”
ery, which leads to sampling the rum and Francesco Lafranconi, Director of
learning about the man who inspired it and Mixology for Southern Wine and Spirits,
his artwork—and vice versa.” RUM FOR IMPROVEMENT like Henry Preiss, observes that the rum cat-
egory in the U.S. is experiencing a resur-
THE KINGS OF CANE: These rum cocktail recipes are guaran- gence, especially as Southern Wine and
THE TOPS OF TOP SHELF teed to up the happiness quotient at your Spirits distributes many of Preiss’ artisanal
SIPPING RUMS customer’s next gathering or party. rum brands.
Prior to changes in the economy, luxury “Just a few years ago, only a few brands,
products—including fine rums—experi- Bahama Basil Smash such as Malibu, Bacardi and Captain
enced a spike in popularity. Although cur- 2 ½ parts Tommy Bahama Morgan were familiar to American con-
White Sand Rum
rent conditions have caused sales among sumers at large,” Lafranconi says.
2 parts sour mix
most products to fall, super- and ultra-pre- “Nowadays, consumers are far more educat-
3 fresh blackberries
mium rums and other spirits are benefitting ed and understand that there is so much
4 basil leaves
from the fact that they are an affordable more to the category than the sweet,
4 slices of ginger
luxury that consumers can enjoy out on the ¼ part lemon-lime soda almost liqueur-like brands they came of age
town or with home entertaining. with. Additionally, the mojito and Nueva
Muddle blackberries, basil and ginger in a mixing
According to Henry Preiss, Preiss Latina food trends spreading across the
glass. Add remaining ingredients, shake well and
Imports CEO and Founder, however, the strain into a mixing glass. Top with a splash of country have also contributed to the
rum category in the U.S.—especially the lemon-lime soda. Garnish with an orchid. growth of the rum category over the past
artisanal brands he focuses on--still faces decade. Even the emergence of other South
some challenges. “While rum has gained Tommy’s Blue Hawaiian American products such as Pisco and
1 part Tommy Bahama
international recognition in the U.S., it is White Sand Rum Cachaca has played a role. Aged rums and
fighting a slow battle up the hill of victory,” 1 part blue curacao after dinner rums are just starting to catch
1 part coconut cream
he assesses. “All that said, premium rums 2 parts pineapple juice on. Even so, we have to give credit to the
are making strides and inroads on drink lists mojito as the embodiment of the category,
Pour all ingredients into a blender with a scoop of
in upscale on-premise establishments. We crushed ice. Blend until smooth. Pour into a hur- generating more interest in the category
are showing rum styles that hold up to ricane glass and garnish with a fresh pineapple slice and encouraging both businesses and con-
and maraschino cherry.
Cigars, as well as flavorful and powerful sumers to expand their personal definition
drink cocktails such as the Caribbean of what rum is all about.”

38 BIN 2 0 0 9 • I S S U E 6
CATEGORY FOCUS continued

CEO Phil Joffray, whose Infinium collection (Pyrat Cask 1623, Pyrat XO
Spirits recently acquired and revitalized the Reserve and Pyrat Pistol). So much so, in
Zaya Gran Reserva brand, is very optimistic fact that an elaborate consumer website
about the expanding reach of aged and arti- www.pyratrum.com has been set up to bring
sanal rums. The brand recently faced a more substance to Pyrat’s “story.” Says
challenge of quality perception when pro- Patrón Spirits International’s Chief
duction facilities for Zaya Gran Reserva Marketing Officer Matt Carroll, “The new
were moved to Trinadad from Guatemala. site marks the first time that The Patrón
However, much labor and time was put into Spirits Company has created a consumer-
the brand to ensure trade clientele and con- focused brand campaign to support this
sumers were getting their money’s worth high-end spirit. Creating this website
from the Zaya brand based on the niche it allowed us to really dig deep into what
had occupied for years. makes this rum so special, and tell the story
“In order to provide a plentiful supply of of why Pyrat is truly so exceptional. In the
Zaya Rum without compromising on quali- meantime, trade-focused print advertise-
ty or taste, we moved production to ments for Pyrat, touting it as ‘the enlight-
Trinidad because of its nearly century-long ened ultra-premium dark rum,’ came out
Caribbean Swizzle
history of producing luxury rums of excep- during 2008 in beverage alcohol trade pub-
1 1/2 oz English Harbor
tional quality and excellence,” says Joffray. lications to support the impact the web site
5 Year Old Rum
“We’re using the same Zaya recipe, as it has could make among consumers.”
1/2 oz D’Aristi Xtabentun
always been, developed by the same Master 1/2 oz Harvey’s Bristol Carroll acknowledges that while total
Blender. Furthermore, the rum used for the Cream rum category sales was up by about 3%, the
new release of Zaya Gran Reserva has been 1/4 oz Elixir G Ginger Mix ultra premium sector is an area where con-
resting undisturbed, in medium charred 1 oz Fresh Lime & sumers are especially gravitating toward.
white oak barrels, for a minimum of 12 years Agave Nectar Blend And while rum is produced in many coun-
on the island of Trinidad.” 2 dashes Angostura Bitters tries, he believes that because the
According to Joffray, initial tastings Shake all ingredients with ice and strain into ice Caribbean is the epicenter of rum produc-
results were excellent. A side by side com- filled glass, garnish with fresh mint sprig. tion, there is no better place to produce
parison of the new Zaya release with a bottle ultra-premium Pyrat rums.
Admiral Nelson’s Apple Pie
of ‘old’ Zaya did reveal some subtle differ- “For all Patrón Spirits products, includ-
4 oz Admiral Nelson’s
ences between the two. Testers, and since Premium Spiced Rum ing Pyrat rum, consumer education is key,”
then, industry buyers and consumers have 2 cups apple juice or cider Carroll continues. “That education begins
noted the new variation’s butterscotch, 2 oz Arrow Cinnamon with bartenders and waitstaff who under-
brown sugar and maple nose, balance, con- Schnapps stand and appreciate quality spirits and
sistency and smoother palate as assets. cocktails. For this reason, we spend consid-
Combine all and garnish with apple slices.
“These results prove that the propri- erable effort to demonstarate Pyrat’s mixa-
etary recipe handcrafted by our master Admiral's Punch bility and versatility, as well as encourage
blender will be hailed as a rum of excep- 3 oz. Admiral Nelson's drink menu placement. Furthermore,
tional quality,” says Joffray. “We predict Premium Spiced Rum mixologists have a lot of fun with our prod-
prestigious awards will be forthcoming, and 1 oz. lime juice (fresh) ucts, conceiving new and unusual cocktails.
that Zaya will retain its position as the 1/2 tsp. superfine sugar People will continue to realize that better
dash of orange bitters
World's Finest Sipping Rum. I have no spirits make better drinks, which will help
Fill with sparkling water
doubt that Zaya Rum will continue to be a the continued growth of ultra-premium
joy to drink.” Shake with cracked ice and pour into a chilled rums like Pyrat.”
Collins glass. Garnish with a slice of orange, a
The Patrón Spirits Company, mean- Elwyn Gladstone, Vice President for
slice of banana, a maraschino cherry and sprinkle
while, is still enjoying success with its Pyrat with nutmeg. Marketing at Proximo Spirits, likewise, bet-

40 BIN 2 0 0 9 • I S S U E 6
CATEGORY FOCUS continued

ting the origins and distillation techniques SWEET SOMETHINGS:


that make Ron Matusalem, will capture the “Nowadays, consumers are NICHE AND FLAVORED
imagination of an increasingly educated far more educated and under- RUMS STILL SET TRENDS
and sophisticated buying public. The While luxury rums are gaining momentum,
stand that there is so much
change in America’s overall demographics purveyors of flavored brands and other
has also helped the brand. more to the category than unique products built around a concept or
“Ron Matusalem has Cuban origins and the sweet, almost liqueur-like novelty still have solid footing in the cate-
is still made using the original Cuban recipe gory. “The competition in this industry is
brands they came of age with.
and formula,” says Gladstone. “With so incredible,” said Red Rum founder Dan
much in the news about Cuba, I think it has
Additionally, the mojito and
DaDalt in an interview with the Argus-
spiked a lot of interest and attention. Also, Nueva Latina food trends Courier, a newspaper based near the com-
in the U.S., a lot of the rum brands have spreading across the country pany’s headquarters in Petaluma. “It's a
strong following from people who have constant battle for shelf space. It's a tough,
have also contributed to the
come from the same country as the rum, but fun business. I took a chance when I
such as the Dominican Republic, Cuba, growth of the rum category came up with it. I had no crystal ball. In my
Honduras and Jamaica. People who travel over the past decade.” own mind I haven't reached my expecta-
to these places also develop an interest in tions for the company yet, but I'm glad that
these products. Consequently, this makes – Francesco Lafranconi, the business is growing and getting a nice
Director of Mixology,
rum a very diverse category with much following. My goal is for it to be a national
Southern Wine and Spirits
room for growth.” brand someday.”
CATEGORY FOCUS continued

The vision of this former SKYY Vodka year veteran of rum production, to create,
executive has slowly but surely come to distill and bottle the product.
fruition in recent years, as he added the “The integrity of the rums was never
spiced VooDoo Rum and has most recently comprised to meet a certain price point for
launched the heavy duty/50-proof Jolly mass production,” affirms Byrne. “Only the
Roger Coconut & Key Lime Rum. One finest all natural ingredients were used. The
thing contributing to the brands’ growth is rums were allowed to fully mature before
his grasp on his target market, billing him- being bottled. In today’s ‘foodie’ culture,
self as a forerunner in the “indie” part of the consumers are savvy. They appreciate natu-
rum category. Peter Seely, CEO of Trader ral products. They appreciate local ingredi-
Vic’s Gourmet, and their Holding ents. They appreciate heritage and tradition
Company, Nubeco and grandson of brand when it comes to what they eat and drink,
founder Victor J. Bergeron, has followed a and Tommy Bahama Rum represents all of
similar path, maintaining the unique iden- these things. (Furthermore), we believe
tity of Trader Vic’s Rums. On his watch, the Pyrat Passion that consumers and bartenders are going to
2 oz Pyrat XO Reserve
brand is defined by its multi-generational continue to embrace ultra premium rums.
3/4 oz Peach Puree
appeal and pop-cultural connections. And embrace the subtleties of the various
7-up
“My grandfather invented the Mai Tai brands that are on the market today.”
Dash of Grenadine
in 1944,” stated Seely to BIN last year.
Lime wedge (for garnish)
“Some of his friends who lived in Tahiti RUM-OR HAS IT:
decided to ride out the war in Piedmont. Combine all ingredients into a bucket glass filled WHAT’S NEXT FOR RUM
with ice. Garnish with a lime wedge.
Seeing how much they missed the flavors of Byrne continues by explaining that Sidney
home, he created a cocktail with Wrey & Pyrat Punch Frank’s marketing efforts have been exten-
Nephew Gold Rum, a fine 17 year-old rum 2 oz Pyrat XO Reserve sive to continuously reinforce the brand’s is
and other ingredients. His friends’ response 2 oz Soda water versatility.
was, ‘Mai tai roa ae,’ which means, ‘The Juice of 1/2 Lime “Tommy Bahama White Sand makes a
very best.’ Not surprisingly, it caught on, Dash bitters fabulous mojito or typical frozen rum sum-
Splash of Pineapple Juice
and a regular recipe was developed initially mer cocktail, and it can also mix with the
(optional)
using an ounce of the Wray & Nephew most unique of ingredients, from pear nectar
Splash of Grapefruit Juice
(now marketed under the Appleton name) to Prosecco,” Byrne declares. “Last fall and
(optional)
and one ounce of the Rum St. James (of winter we promoted a ‘Golden Sun
1/4 tsp nutmeg
Martinique by way of France), along with Fresh Cherries Pumpkin Pie’ made with our gold rum,
Orgeat syrup (now made in-house), ¾ pumpkin spice syrup, cream, cinnamon and
ounce of a fine Orange Curaçao, juice of a Combine rum, limejuice, and bitters in a shaker of a graham cracker rimmer. That’s certainly
ice. Shake gently. Pour into margarita glass.
whole lime and a dash of rock candy syrup Garnish with nutmeg and fresh cherries. Optional not your typical rum pina colada, but it was
(a simple syrup) we make in house.” juices are pineapple and grapefruit. successful in many non-traditional rum mar-
Like Sailor Jerry, Tommy Bahama Rums kets throughout the country. Promoting
Hawaiian Plantation Cobbler
are an extension of a lifestyle brand con- cocktails such as this helps consumers realize
1 1/2oz Pyrat XO
cept. And like Trader Vic, Tommy Bahama 1/2 oz Patrón Citrónge that rum is not just for summer. Marketing
Rums tap into the enduring appeal of tropi- 1 1/2 oz Fresh sweet and sour through specialty cocktail tasting is crucial
cal vacations and a carefree, festive lifestyle. 1/2 oz simple syrup for our brand. Rum connoisseurs and bar-
According to Julie Byrne, Tommy Bahama 1/2 slice of peeled pineapple tenders, meanwhile, understand and appre-
Brand Manager, when parent company Ginger Ale ciate the traditions of this style rum and can
Sidney Frank created the brand, they did identify what makes Barbados rum different
Shake all ingredients (except g. ale) then add the
not want to settle for mediocre. This led to ginger ale and pour over ice. Garnish: Fresh mint from recently introduced rums from other
their hiring R.L. Seale in Barbados, an 80- sprig and crystallized ginger. countries and regions.”

44 BIN 2 0 0 9 • I S S U E 6
CATEGORY FOCUS continued

Importer Henry Preiss agrees that the blend of marketing and


mixology result in helping rum win the popular vote, no matter where
the rum is from—as long as it is a quality product. “Mixologists are the
beginning and the end of the game,” Preiss states. “These highly tal-
ented people are creating some of the most exciting cocktails in years
and showing us all what a powerful ingredient Rum is in premium
cocktails.”
It is commonly agreed among members of the rum community that
mixologists can set trends through their cocktails and serving styles
while getting individual messages about different rums out to con-
sumers. Brian Labuda, Group Brand Manager at Luxco Spirited
Brands—parent company to the Admiral Nelson collection of Spiced
and Flavored Rums—believes it is prudent to assume a wait-and-see
mentality to forecasting future rum trends in the current economy.
Still, he is confident that mixologists as well as savvy off-premise retail-
ers, can pass along a combined message of quality and value that will
keep consumer interest healthy.
“With the economy still dominating the headlines, and the con-
sumer’s wallets, it is difficult to estimate the impact that this will have
on the industry in twelve weeks, let alone twelve months,” says Labuda.
“However, we feel our brands and especially our Admiral Nelson’s
Premium Spiced and Flavored Rums are positioned very well for the
consumers who are mindful of their budget but still want to indulge in
their favorite beverage of choice. We foresee a trend of more off-prem-
ise consumption among consumers who gather with friends and fami-
lies in their backyards and on patios and pool decks vs. spending a night
out on the town. Much like the travel industry has seen an increase in
stay-cations vs. the traditional traveling vacation, consumption of alco-
hol will likely trend in the same direction with the occasional treat or
reward of an evening out versus being the norm.”
Appleton’s, meanwhile, is tapping into the increasing public inter-
est in the environment, greener production method. The Jamaica dis-
tiller has integrated messages about improvements in their facilities
into their general marketing and web campaign. “The company has
made a significant investment in plant, equipment and training to
ensure that our operations in the Nassau Valley, as well our head office
in Kingston, are green,” announces the web site. “At Appleton we cur-
rently harvest both mechanically and manually, however the Company
is committed to moving to what is referred to in the industry as ‘Green
Cane Harvesting” by 2010. ‘Green Cane Harvesting’ is 100% mechan-
ical and, more importantly for the preservation of the environment,
does not involve burning the sugar cane fields prior to harvesting.”
It is clear that no matter what challenges come in the greater mar-
ketplace, rum producers are ready, thanks to their respect for the past,
assessment of the present and their eye on the future. I

46 BIN 2 0 0 9 • I S S U E 6
PISCO’S
HOUR
THE DISTINCTIVE M U S C AT
AT GRAPE-BASED
SPIRIT HAS GAINED MOMENTUM OVER
AST DECADE.
T H E PPA NOW, IT IS POISED
T O TTA
AKE A GREA
ATT E R R O L E O N B A R
MENUS THROUGHOUT AMERICA.

T
hough Pisco, imported into th the
he Pisco was first produced
producced in Peru during
U.S. from Chile and Peru, is be best
est the time of the Spanish viceroyalty
vviceroyalty,, which
known through the classic “Pisc “Pisco
Piscco included territory that is now Chile.
Chile Add-Add-
Sour”” cocktail, the spirit itself is ju
Sour just
ust ing to the fascinating debate
debate is the fact that
starting
starti ing to get a toe-hold in a market oc- o alcoholic content and sweetness
weetness vary be-
sw be-
cupied
cupie ed by a generation raised on rum an and
nd tween the Pisco producing
producin ng regions in each
getting
gettin Ironically,, in
ng hip to cachaça. Ironically country.
country. With
With the story behind
b Pisco grow-
grow-
California,
Calif fornia, Pisco had a past life as an “it” it” ing more interesting as time t passes, spirits
spirit.
spirit century,, as shi
t. Back in the 19th century ships
ips enthusiasts in the U.S., non doubt, are going
from Chile and Peru found their w wayay to want to judge this forr themselves, and
into San Francisco bay bay,, different forms of could be encouraged to try trry different brands
Pisco adventurous
o got into the hands of adventuro ous in order to make up their minds…or decide
residents
resid ents settling in to their new life in they can have more than one favorite.
the new
n world. Given Pisco’s
Pisco’s storied
storieed history,
history, some
IIn century,, one thing that has
n this century h brands are marketing themselves
hemselves as spir-
th spir-
helped
helpe ed generate additional curiosi curiosity
ity its like absinthe have, billing
billling it as a classic
about
abouut Pisco among spirits enthusiasts is waiting to be rediscovered, ed, embraced and
controversy
contr roversy over which country ow owns ns interpreted by a new generation.
generation. Others are
the appelation
a of the spirit. The PerPeru-ru- taking a more adventurous
adventuroous route, offering
vian Embasssy issued its Defense of th the
he their Pisco as a spirit of mystery
m and adven-
adven-
Peruvian
Peruv vian Denomination of Origin Pisc Piscoco ture, carrying with it the allure
a of its country
(PDF).
(PDF F). Chilean Pisco pro producers fired
ducers fire ed of origin.
back with a campaign to promote Pisco as The intrigue is keeping
keepin ng things interest-
interest-
uniquely
a uni beverage.
iquely traditional Chilean beverag ge. ing, enabling purveyors and importers of
The Peruvian pro producers countered
ducers then countere ed Pisco to navigate this new w world. But more
that move by obtaining a certification of challenges lie ahead, as consumers
coonsumers are more
authenticity
authe enticity from of the Instituto de De- D diverse, better travelled and more curious
Propiedad
fensaa de la Competencia y la Propieda ad than ever about tastes andd experience origi- origi-
Intelectual
Intel Defense
lectual del Peru (Institute of Defen nse nating outside the U.S.’s
U.S.’s shores.
s
Competence
of Co ompetence and Copyrights of Peru Peru).
u). For producers
producers and their
thheir on- and off-

48 BIN 2 0 0 9 • I S S U E 6
Tales
Tales of the Cocktail 2009
Professional
Professional Series
ries
W ed, 8 Jul
Wed, Jul 20099
4:30 PM - 6:00 PM

“TThe
he Fine Art
Art of Banging Out the
he Drinks
like
like a Maniac:ac: Gr
Great
eat Bar
Barss ar
around
o nd the
ou
World
W orld and T Throughout
hroughout Histor
History
ory that
Make
Ma Great
ke Gr Fast"
eat Cocktails Fast"

In tthis
his pr presentation
esenta
entation and demonstra
demonstration,
monstration,
Philip Duff
Dufff and
nd Dushan Zaric roll
rolll up their
sleeves
sleeves and show
show yyou
ou how
how to double drinks-per--
double drinks-per
hour speed while while maintaining top p cocktail
quality,
y, hygiene,
quality hygiene, and guest attention.
attention.

Tales
Tales of the Cocktail 2009
Seminar
Sem inar
Sun, 12 JJul
ul 20099
12:30 PM - 2:00 0 PM

"Liquid
"Li quid Nudging"
ging"

Decor,
Decor menu
r, drink men u design, bodbodyy language
language,,
cchoice
hoice of words,
words
d , inflection,
infflection, misdir
misdirection
e
ection and
psychology
psychology can literally ha
have
ave an
anyy guest
st drinking
anything
anything you
you care
are to make them - and
car loving
d lo ving it!

Moderated
Moderated by by Philip
P Duff
Dufff with Panelist
elist Angus
Panelist
Winchester.
Winchesterr.

Join our
o Facebook fan page,
search
h Gran Sierpe Pisco
CATEGORY FOCUS continued
premise clients, the effort to get roots in San Francisco dating back to
the category firmly established is an the gold rush. Marketing to the trade
adventure in itself. On the market, also involves tying Pisco in with up-
there are many paths one can take to scale mixology and the fresh ingredi-
discover Pisco, including Gran Sier- ent-driven-cocktail programs. Pisco
pe, Don César Pisco, Capel, BarSol, can be a differentiator for the mixolo-
Macchu Pisco, and the premium La gist who wants to distinguish himself
Diablada. from his competition, especially if his
On the other side of the bar and clientele includes cocktail enthusiasts
retail shelves, meanwhile, consum- who cringe at the thought of a drink
ers and beverage industry profession- menu with nothing but vodka drinks
als may turn to a mixologist and spe- on it.
cialized salespeople to serve as their At Preiss Imports, CEO Henry
guides as they embark on this new The bar at Yerba Buena, New York City offers a number of Preiss and his team are betting on the
cocktails with Pisco complementing a Latin-inspired menu
flavor endeavor. Don César line of Piscos (including
“Pisco is a great category for Pisco Puro, Pisco Italia and Pisco Es-
mixologists,” explains Herbie Loebl of Ar- pecial varieties) to provide both enthusiasts
tisan Brands, who is bringing his three Gran and traditional consumers with a primer to
Sierpe spirits into the mainstream with the the Pisco category. Preiss is counting on the
support of bar chefs. “Every mixologist I fact that the brand he’s carrying is also popu-
have talked to is looking for spirits catego- lar in Peru, adding much needed authentic-
ries that they can use as a foundation for fla- ity to the marketing formula.
vorful well balanced drinks. They are bored Don César Pisco Puro, considered an
with vodka because they feel vodka has no excellent base for Pisco Sours and other
real flavor. Pisco, on the other hand, has cocktails, is the result of careful distillation
character. Gran Sierpe resembles the grapes of newly fermented Quebranta grapes in
they are made from.” copper stills. Don César Especial, consid-
Loebl hopes that new consumer friendly ered a sipping Pisco, undergoes an extensive
package combined with the fact that his mellowing process, while Don César Italia is
company has been in the Pisco business made from the Italia grape harvested from
longer than most U.S. importers will con- Peru’s Magollo valley. Wonderful straight or
vince on- and off-premise clients that there on the rocks, it is distinguished with natural
is a future for the new category. He has also scent of white Italian Muscat.
brought an innovative Miami marketing “Every year the Sheraton Hotel in Lima,
company (The Workshop) into the mix to Peru, hosts a Pisco tasting, which Pisco Don
create a “360-degree marketing approach” César has won for eight consecutive years,”
to the brand that will include on-line social Preiss points out. “Pisco Don César is the
networks, charity exposure, targeted group only Pisco brand served there, as it is in
events, mixologist programs in addition to many other great restaurants of Peru. With
traditional on- and off-premise marketing. that in mind, we hope that restaurants in the
“We understand the American con- “PISCO IS A NEW SPIRIT U.S. serving Peruvian dishes and progressive
sumer and realized our entire approach had CATEGORY FOR THE U.S. bars will take that into account when bring-
to be geared towards introducing them to THAT IS LARGELY UNTAPPED ing a Pisco onto their bar menus.”
the category and our brand,” says Loebl. Though the category’s future is some-
“We’re starting with the idea that it is differ- BUT CAN BE BROUGHT TO what unknown, where its going is still an
ent, new, exotic and made from grapes! The LIFE THROUGH EDUCATION. ” open canvas with great potentials. Pur-
main idea is that Pisco is a new spirit cate- veyors and importers, such as Henry Preiss
gory for the U.S. that is largely untapped but - HERBIE LOEBL and Herbie Loebl, feel that the category
can be brought to life through education. ARTISAN BRANDS will grow as more beverage industry become
Also, in the past few years there has been more interested in servicing their customer
a renaissance of Peruvian gourmet cuisine with spirits defined by their distinctive flavor
all over the world including many high-end profile. Though Loebl feels that this catego-
restaurants offering Peruvian cuisine in the ry will remain a niche category, producers
US. This lends perfectly to broadening the restaurant staff by starting with the basics— in general agree there is plenty of room for
effect of all things Peruvian, hence Pisco.” it is a distilled spirit made from 100% of the growth…and there’s history to be written on
With training being an important part finest Peruvian grapes. Then they add the Pisco as it finds its way from South America
of the equation, Loebl’s reps educate bar and story: Pisco dates back to the 1600’s, and has to the U.S. and the rest of the world.

50 BIN 2 0 0 9 • I S S U E 6
Cachaça
Crossover
To understand Brazil’s national spirit, you must understand
where it comes from, where it’s been and where it’s heading.

Cachaça may be a relatively new spirits category, but since the


mid-1500s, it has been part of the Brazilian identity. Although
purveyors inside and outside of Brazil have placed it in our col-
lective consciousness as a lifestyle spirit for connoisseur, traveler
and foodie, it is more remarkable that the newest “old” sugar
cane-based spirit started in the most humble setting: among
slaves working on Brazilian sugar plantations.

With each producer’s unique approach to the cachaça recipe in

T
hough the upper classes dismissed cachaça as a “working
man’s” spirit, it caught on over the centuries and became an place, sugarcane juice is fermented from one to three days, then dis-
inseparable part of Brazil’s culture, along with soccer, samba, tilled at a steady temperature of approximately 90º C, cooled and fil-
Carnival and the rain forest. Today, 30,000 producers of all sizes and tered to remove impurities. The first distillation batch is called cabe-
stripes are testament to the spirit’s endurance and versatility, as it is ceira, which is potent and often used to make liqueurs. The second
consumed both straight and as part of caipirinhas, bestidas and other 18% proof batch, cachaça boa, is what is often sent on to be bottled
cocktails that have helped bring Brazil’s carnival spirit—figuratively or aged. The third batch, called água fraca, at 12% proof, is often
and literally—to the rest of the world. returned to the next batch.
Even if the words Sagatiba, Leblon and Cabana are firmly estab- Better cachaças are aged in wood barrels, which include European
lished in every hip American bartender’s vocabulary, the party is just or American oak, Brazilian amburana, cedar, freijó, garapa, balsa, vin-
beginning for cachaça outside of Brazil. Though the traditional mint- hático or jequitibá. The aging process yields a spirit with a smoother
laden caipirinha and its fruity cousins are the most common vehicles flavor and most often a yellow or caramel color. The time that
used to bring the newly trendy spirit to the palates of thousands, the cachaça is aged varies depending upon the barrel size, type of the
big three and other upstarts such as Ypioca, Rio Joe’s, Rio-D, Pitu and wood, relative temperature, and humidity as well as the storage envi-
Boca Loca are working diligently with trade accounts and ad agencies ronment. Brazilian law stipulates that cachaça must be aged at least
to translate this form of Brazilian into a universal vocabulary of cock- one year to be labeled "aged"
tails that will make Brazil’s spirit as international as Mexican Tequila,
Scotch Whiskey and Kentucky Bourbon. FINDING ORDER AT THE CARNIVAL
As cachaça is becoming an essential bar staple, its growing popularity
SPINNING SUGAR INTO GOLD has inspired producers in the Caribbean and South America to develop
Cachaça is made from the juice of the first pressing of sugarcane, and sent knock-off products. In response, the Brazilian government has assumed
through a filtration process to extract cane fragments and other matter protectionist measures to preserve cachaça’s foreign markets, similar to
prior to fermentation. At that time, a leavening agent, such as corn meal DOC and DOCG certifications for wine and spirits in Europe.
(fubá) or rice bran, is added and imparts its own distinctive flavor and The Cachaça Council is soliciting the TTB in Washington to gain status
aroma to give a cachaça the nuances that clearly distinguish it from rum. for cachaça as a category similar to cognac in France or tequila from Mexico.
CATEGORY FOCUS continued
Spirits industry watchdogs stress the importance of differentiating
cachaça from rum. However, when cachaça imports into the United
States it is taxed as rum, and cachaça is sometimes referred to as
Brazilian rum, confusion ensues. With that, constant education and
clarification is necessary, as ambitious export programs from a variety
of companies, aim to increase cachaça exports to 40 million liters
annually by end of the decade.

SAGITIBA: A DRIVING FORCE


Though Brazilian iconography is inevitable when marketing cachaca,
Marcelo Loureir, Sagatiba’s California Sales Manager, is focused on Co-owner Leonardo Rangel of Academia da Cachaça in Rio de Janeiro
recasting it as a spirit for the world. Even as two new products, Sagatiba
ful in marketing it to its trade accounts thanks to a variety of offerings
Velha Preciosa Cachaça and Sagatiba Velha Esplêndida
with distinctively different flavors, as well as Cachaça 21.
Cachaça, hit shelves, Loureir stresses that more is being done
“Preiss Imports’ cane spirits portfolio offers seemingly endless
to present Sagatiba as an international spirit that just happens
opportunites to discover this spirit, especially as mixologists are get-
to be Brazilian--not a niche Brazilian product pushed with
ting into bebidas and caipirinhas made with Ypioca Cachaça and
familiar Brazil imagery.
Cachaça 21,” Henry Preiss, CEO, observes. “Whatever your passion
“We believe we are a premium white spirit that just
and flavor profile, no other importer has a better selection of rums
happens to be a cachaça,” insists Loureir, “We’re not
that mix into cocktails or rums or straight sipping than Preiss Imports
denying we are a Brazilian cachaça, but Sagatiba is so
brings to market.”
much more than that. We are not just for caipirinhas, but
also a great foundation for any cocktail that may typical-
ly use vodka or rum. If you look at the bottle, nothing CACHAÇA 101 IN 2009
about it suggests its an ethnic beverage or has associations Insight into cachaça’s global future potential can be glimpsed through
to Carnival, but it does say there is a very high quality a visit to the Academia da Cachaça in Rio de Janeiro
product inside the bottle that every bartender and con- (www.academiadacachaça.com.br). Located in the Leblon neighbor-
sumer will embrace for a variety of cocktails.” hood, the venue is unassuming at first glance. However, a closer look
Loureir also points out that Brazil is a truly globalized at the shelves reveals it takes hundreds of cachaças from all points in
nation, with cultural influences coming from a mix of Brazil to tell the story of how a humble sugar cane spirit evolved into
European, Japanese, African, Arab, Jews and indigenous peoples liv- one of the country’s great gastronomic institutions.
ing together. He believes this metaphor of Brazil’s population mix will Co-owner Leonardo Rangel and his partners, who have taken over
translate well into explaining how and why cachaça can be a part of business operations of the spirits museum-cum-restaurant founded by
mixology’s global language. He also uses it as a sales tool to push Edméa Falcão, Renata Quinderé and Hélcio Santos (Rangel’s father)
Sagatiba beyond the confines of the cachaça category. in 1983, continue the mission of introducing visitors from Brazil and
“We believe the category will grow, but our goal is to grow beyond abroad to cachaça. Even if guests are familiar with Sagatiba, Rangel
the category itself, even if the category grows in the US, it may be a strongly encourages them to try as many of the better ones as possible
small category,” he says. “However, we are focused on being so to appreciate what makes cachaça not just a single spirit, but a whole
versatile that we cut into sales of other spirits with bar- category. He also notes that when professionals from the U.S. bever-
tenders. For this to happen, however, we need to maintain age and restaurant industries visit the Academia, they are there specif-
our educational efforts. We have promos everywhere, educa- ically to learn, even in the venue’s festive atmosphere.
tion with trade on premise and education with consumers off “The big challenge for all cachaça producers from this point for-
premise.” ward will be to learn how to invest their money in such a way to be
able to grow their business beyond Brazil,” says Rangel. “It is impor-
LITTLE BIG BRANDS tant to remember the most recognizable brands outside Brazil, though
Though consumers and even some trade accounts are made here, came into the market big, with lots of money and investors
just getting to know Ypioca, it is actually the largest pro- behind them. I think what is happening now with cachaça interna-
ducer of cachaça in Brazil and produces several types, tionally is an extension of how it has caught on in Brazil. When the
including Ypioca Crystal (clear, aged for 10 months in Acadamia de Cachaça first opened in the 80s, most (locals) regarded
Brazilian freijo barrels), Ypioca Ouro (aged for two to it as a secondary beverage and not a premium spirit. However, what
three years in balsamic barrels) and Ypioca Prata (clear makes the Academia unique is that it was the first place where people
cachaca suffused with aromas of tea leaves and ever- from outside Brazil could experience cachaça as a spirits category with
green). Priess Imports is becoming increasingly success- its own complexities and qualities.”

52 BIN 2 0 0 9 • I S S U E 6
INDUSTRY EVENT

SEVENTH HEAVEN
Jack Daniels Studio No. 7 rocks Southern California beverage trade
with music and cocktails that rock.

On June 8, select Los Angeles beverage, bar and restaurant industry and trade had a
front row seat to the final tour date of Studio No. 7, a Jack Daniels-sponsored event
showcasing the perfect, enduring and all-American union of Jack Daniels and rock
music.
Though the evening’s musical headliners, Wakey!Wakey! and Rogue Wave, took
center stage at the historic Sunset Strip rock club The Roxy, the neighboring, equally his-
toric, and memorabilia-packed Rainbow hosted a bracing warm-up act--an educational
tasting session attended by 100 guests. As the evening progressed and Jack Daniels
cocktails flowed, 200 key target industry guests made their way over to the Roxy to
enjoy live music as well as premium giveaways such as drumsticks, music download gift
cards, stickers and other rocking memorabilia. One lucky attendee even walked away
with her own collectable Jack Daniels custom autographed guitar.
“The Roxy was a great venue for this event because the venue is a historic music
establishment in Hollywood,” noted Micah McLendon, brand rep heading the Southern
California marketing team. “The venue projected an ideal intimate ambiance for this
group, and offered a special VIP area where selected industry partners could get a great
view of the show! Guests entered The Roxy, red carpet style with a step and repeat out-
side along Sunset Boulevard. Upstairs Jack Daniel’s banners were used to brand a sec-
ond VIP area upstairs. This venue was decorated with subtle branding, which included
Gobos and Jack Daniel’s bottles, which were lined up along the bar. It no doubt pro-
vided attendees with a great time to enjoy music and fine Tennessee Whiskey.”
54 BIN 2 0 0 9 • I S S U E 6
WINE & SPIRITS GUILD

(Standing)
s TOM DRULEY, Belmont Beverage

s
Stores, Indiana
BRAD FEUERBACHER, Brown Derby
Stores, Missouri
s KEN LEWIS, The Party Source, Kentucky

(Seated)
s BURT NOTARIUS, Prime Wines

s
Corporation, New York
BOB SELBY, Kappy’s Fine Wines

s
& Spirits, Massachusetts
In April, members of the Wine & Spirits Guild gathered for their annual meeting held in northern California. EMMETT MALLOY, SavWay Fine
Wines & Spirits, Illinois

ADVICE FOR RETAILERS FROM RETAILERS


he Wine & Spirits Guild of America, representing independent and chain retailers across the

T country, has become an important forum for market leaders and business owners to exchange
their ideas. Since its creation in 1948, the Guild has grown to represent more than 500 stores
which accumulate over $2 billion in sales annually. This year at its annual meeting, The Beverage
Network, with the cooperation of the group’s current president, Bob Selby, had the opportunity
to ask questions to a panel of members about some key issues concerning retailers today. Here are
some highlights from the discussion:

COST SAVING MEASURES


IN CHALLENGING TIMES sagoEMMETT MALLOY: Three months
we removed all our old florescent light-
sWeBURT NOTARIUS:
have taken a careful

singBOB SELBY: A lot of what we are do-


about cost savings is basic, but you think
ing fixtures in two stores and replaced them
with new state-of-
look at our promotional
investments. For in-
the-art energy saving stance, we’ve eliminated
about it more in times like these. We are
fixtures. Prior to this, newspaper advertising
careful to make sure that we have the right
one of the store’s elec- because it wasn’t effec-
people working at the right times and we
tric bills ran at about tive. We’ve turned that
pay more attention to overtime pay. We also
$5,000 a month, now money from newspapers
focus more on the heating and air condi-
it is down $900. It was around and we’ve put
tioning. One example is our system of taking
a big cost initially, but it into television. The overall effect is that
outside air into our refrigeration units dur-
business is still strong and we were able to
ing the winter. It’s extremely efficient and it our payout will come
reduce our advertising budget by 20%. We
has saved us a lot of money. in two years.
have also focused on reaching our custom-
56 BIN 2 0 0 9 • I S S U E 6
ers through emails. We created something timidating. Often people ask us how they because we are in tune with our customers
called ‘Premium Wine Weekends’. Monday can get into wine. In response to that we and we work closely with them. They are
through Wednesday we email sale messages are creating a wine appreciation center. We also interested in the products that are
to our customers. Thursday, Friday and Sat- are going to offer free classes that will be localized, and those are the products we
urday we send messages to people to come led by our wine knowledgeable staff. This are carrying.
in and taste wine. By using different media will bring them into a less intimidating en-
outlets and forms of advertising we have vironment to learn about wine, and give us
been able to reach different markets. an opportunity to get to know our custom- SUPPLIERS HELPING
RETAILERS BUILD BRANDS
sourTOM
ers and what they are drinking.
DRULEY: We’ve changed most of
analogue surveillance camera systems
into digital color. Not only does this ob- s KEN LEWIS: About six or eight months
ago we saw that there was going to be a
sI enjoy
FE U E R BACH E R:
when suppliers
serve customer traffic and employee habits, downturn coming. We’re fortunate to have ask questions about our
it also tells us which displays are working a large number of long-term career people business, and when they
better. It has a merchandising aspect and on our staff and we launch new products.
has been a worthwhile expense. felt comfortable sit- They need to know how
ting them down and
sfocused
their products can fit in
BRAD FEUERBACHER: We have explaining our situa- and then what might
on our hours of operation. We are tion. By talking with need to go out to make
open 365 days a year from 8am to midnight. them we were able room for it. We just don’t
We thought we could adjust our operating to calm their fears have room for all the new brands and fla-
hours and get the same volume of sales, and create a more vors that come out each year and obviously
so we changed to opening at 9am. This relaxed and positive certain brands are more important to sup-
eliminated overtime entirely. In addition
workplace, which in turn has led to better pliers than others.
to the OT labor savings, the change also
customer service.
helped our customer service. Management,
who previously left at 4pm, now leaves sferentiation.
LEWIS: There needs to be points of dif-
Why is this product beneficial?
at 5pm, and are able to spend more time
with customers.
SHIFTING CUSTOMER Why does it represent your consumer? How
BUYING TRENDS does it represent value?

GIVING CUSTOMERS s NOTARIUS: It’s extremely important to sin DRULEY: Too many people are coming
and giving us num-
listen to your customers and to hear their
BETTER SERVICE AND concerns. What we’re seeing is individuals
bers as to how their
INCREASED ADDED VALUE looking for value. That may mean they are
products are selling
nationally, but not lo-
s
looking for something under $10, $20 or
SELBY: Customer cally. The smart ones
$30. Those items need to become a priority
service is something we come in and show us
no matter what their price. It’s important to
stress a great deal in these how they are selling
reposition your store so that you’re focusing
hard times. Our compe- where we are. Our li-
tition is the club store on the products that really over-deliver for
quor buyer says that he
and the grocery store, so the price.
likes to choose one or

s
customer service is the two products in Janu-
MALLOY: I think everyone is impacted
biggest advantage we ary and really go after it all year long. This
have. We have people on by this economic problem. It’s like a cus-
tomer’s conscience bothers him if he spends focus has proven to be a huge success.
the floor and we insist that they engage the
customers as much as possible because that’s
simply something they don’t get at the
money like he used to, so he trades down.
He is still spending about the same amount, s SELBY: I think the wholesalers and
the suppliers need to realize how important
larger stores. but instead of buying a $30 Cabernet he the independent retailer is to their whole
goes down to a $25 bottle. You also have business and future. The chain and club
s NOTARIUS: In the end, your best ad-
vertising is satisfied customers, because they
more and more women doing the buying.
We have put energy into feminizing our
stores will take the top 10 SKUs and
they’ll give them away. When it comes to
become the advocates of your business. Sat- stores and adding touches that make them introducing new products and building
isfied customers are the ones that are going more comfortable. brands they have to come to us. It’s im-
to return, not because of a sale, but because portant for them that we exist and con-
they like the place and the experience that
they have there. We have also seen the im-
srightLEWIS: There is a trend in the U.S.
now toward localization and recon-
tinue successfully, because if we don’t and
there are only the chains left, then they
portance of an educated customer. Wine necting with local retailers and local are not going to be able keep the same level
is a complicated subject and it can be in- food products. That works for retailers of business. Q

58 BIN 2 0 0 9 • I S S U E 6
A DIFFERENT
BREED
OF BOURBON.

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INDUSTRY INSIGHT

BEVERAGE INDUSTRY NEWS BY LAUREN C. TYSON, LIQUOR LIABILITY CONSULTANT


WWW.THELIQUORLICENSEADVISOR.COM

BIN ONLINE
www.binonline.net
BEING PROACTIVE IS THE KEY TO SUCCESS
Hello! I'm Lauren Tyson. After 29 years with the California Alcoholic Beverage Control
(ABC), I'm here to help you sell alcohol safely, responsibly and legally.
In this column, I'll cover responsible beverage service: Written alcohol policies, train-
ing your staff and good community relations.
Here's a sad case, and how you can prevent this from happening in your business.
Recently, a male patron died after another male patron punched him in the head in a
Redding nightclub. Several readers of the online news story blamed everyone from the
“cave men” in Redding (it could have been a cave man from anywhere) to the ABC and
local police.
These things happen all too often—even in places where you think they never could!
Liquor licensees have a legal duty to run a lawful business. This includes spotting and
preventing drunks, preventing violence and so on. As you well know, crimes, if proven, can
result in liquor license sanctions from a warning to license revocation.
Experts will tell you it's always better to prevent problems before they happen. Be
proactive. Here's how:
• Have written alcohol policies. These provide your staff members with your expecta-
tions and the rules. Policies cover things like drink discounts, drunk patrons, crowd
control and more. They may also help in your defense if you are accused or sued.
• Make sure all staff are trained. Laws are always changing, and training keeps staff up
to date. You can find a list of ABC-certified training programs on the ABC's website
at www.abc.ca.gov.
• Get to know your local ABC and law enforcement. They can give you sensible
advice on how to stay within the law and tips on crime prevention.
No matter what type of business you own, being proactive is the key to success.

Lauren C. Tyson is a former peace officer with the California Alcoholic Beverage
Control and a liquor liability consultant. For more information, please visit
www.theliquorlicenseadvisor.com or call (951) 226-7845.

Go online and discover a


wealth of resources at your
fingertips.

• CURRENT ISSUE
• NEW PRODUCTS
• WILFRED WONG’S MONTHLY
WINE SELECTIONS
• BIN PRODUCT OF THE WEEK
TERRACYCLE’S WORK WITH NOMACORC AND SPEC’S
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• ONLINE GUIDE TO NATIONAL Foods, a leading independent liquor retailer in South Texas, has become the first retail par-
BEVERAGE COMPANIES ticipant in the TerraCycle program that collects post-consumer-use wine closures to be
SUPPLIERS/IMPORTERS/ upcycled into unique consumer products, available in Spec's stores and online
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tion for each closure collected. As the Cork Brigade expands, TerraCycle looks forward to
• CLASSIFIEDS participation from wine enthusiasts, restaurants, and retailers across the U.S.
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60 BIN 2 0 0 9 • I S S U E 6
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WE MAKE OUR BOURBON CAREFULLY. PLEASE ENJOY IT THAT WAY.


Maker’s Mark® Bourbon Whisky, 45% Alc./Vol. ©2009 Maker’s Mark Distillery, Inc. Loretto, KY
MARKETING NEWS
Pinnacle Introduces 2 New Celebrate the 4th of July the Bombay way with
Flavors – the Next Phenomenon The Red, White and Sapphire cocktail!
White Rock Distilleries is excited to launch The quintessential summer weekend is just
Pinnacle Cherry Lemonade and Tropical Punch. around the corner, and while people making
Cherry Lemonade is the perfect marriage of their Independence Day plans, they’ll also be
juicy ripe cherries and tart lemons. Tropical looking for delicious food and drink ideas to
Punch is a mouth-watering combination of trop- impress guests and keep the party going. A
ical flavors: pineapple, pomegranate, papaya, unique, refreshing cocktail like Bombay
orange, and passion fruit. Both are scheduled Sappire’s Red, White & Sapphire is a great
to hit shelves in early Fall. way to entertain guests and cool off in the hot
For more information on Pinnacle Vodka, summer sun. This festive twist on the classic
please contact White Rock Distilleries (800) 287- Collins cocktail is the perfect addition to any
6462, or log onto www.PinnacleVodka.com or 4th of July celebration, be it a backyard bar-
www.WhiteRockDistilleries.com. beque with family and friends or a big beach
house soirée underneath the fireworks.

RED WHITE AND SAPPHIRE


1 ½ oz. BOMBAY SAPPHIRE® Gin
1 oz. fresh lemon juice
¾ oz. simple syrup
3-4 Fresh Raspberries
3 oz. club soda
Garnish: Lemon Twist & a fresh Raspberry
Collins Glass
Muddle Raspberries with simple syrup and lemon
juice. Add ice, Bombay Sapphire and stir well.
Add more ice and top with club soda.
POUR OF THE MONTH

POUR OF THE MONTH


Bartender, Patricc, shows off the Finest Call products.
FRIDA
Mexican Cuisine
Frida’s in Glendale takes the heart and soul of the original Beverly Hills
location (an intimate Mexican café and bar with a classy bistro
approach) and rolls it out into a lovely south-of-the-border getaway in
the heart of The Americana shopping and lifestyle complex. How din-
ers and bar patrons enjoy the literal expansion of the concept is only
limited by their imaginations and appetites. This also holds true for
Frida’s other restaurants in San Diego and Brentwood.
While freshness, selection and attention to detail power the kitchens
at all Frida’s locations, the standards are just as high at the bar. The
shelves are stocked with some of the best top shelf tequilas as well as
vodkas, rums and other essentials needed for quenching margaritas
and cocktails that compliment the various spicy, smoky salsas, crisp
chips and flavorful main dishes and appetizers. And just as the salsas
complete the food offerings, Finest Call mixers—such as the Mango,
Pina Colada and Strawberry flavors—complete the bar and make the
job of Frida’s bartenders all the more exciting.
“Just as we have a dish for every kind of guest, we’ve got a cock-
tail that suits them as well,” says Patricc, one of the bartenders we
caught up with on a busy Thursday afternoon during happy hour. “It’s
important to always have a full bottle of Finest Call handy because you
never know who will come in, or how many people will be coming in.
Frida’s is so popular because we’ve got something for everybody, so
it’s always a challenge to keep the flow going. This is where Finest
Call really helps the bartender. You can make many things fast, but
everything’s going to come out just the way your customers like it…just
like the food here.”
Frida’s at the American At Brand is located at 750 Americana Way
Glendale, CA 91210. For more information call (818) 551-1666.

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