Professional Documents
Culture Documents
Inside
18
34
INDUSTRY INSIGHT
BY ALAN FORESTER, CPA, ATTORNEY
WWW.ABCLAWYER.COM 800-464-1040
BIN
Beverage Industry News
VOLUME 100, ISSUE NUMBER 35
FOUNDED IN 1934
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Southern California
MISDEMEANOR DUI LAW IN CALIFORNIA - PART 1 Business, Production and Editorial Office
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When a driver is convicted of a misdemeanor offense the judge is required to impose EXECUTIVE EDITOR
Kim Brandi
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ly ordered to pay two types of fines: (1.) an offense fine, and (2.) a penalty assessment. A CONTRIBUTING EDITORS
misdemeanor offense fine generally ranges from $390 to $1,000 and penalty assessments Juan Alverez
total 170% of the offense fine. In terms of the driver’s actual license it may be restricted, Kristen Wolfe Bieler
suspended or revoked. A restriction on the license limits when and under what circum- Dale DeGroff
stances a driver can use a vehicle and typically only allows for transportation to and from Jeffery Lindenmuth
work or a treatment program. If a driver’s license is suspended it will be entirely withdrawn Ed McCarthy
but only for a specified time period or until a certain condition is met by the driver. Lastly, Gregg Glaser
if a driver’s license is revoked it will be completely terminated and the driver will be Wilfred Wong
required to reapply for a license after the revocation period ends. Drivers who are convict- EDITORIAL DIRECTOR
ed of a misdemeanor offense must also complete a drinking and driving treatment program Victoria Vann
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I will discuss second part of misdemeanor DUIs in the next article.
Elyse Glickman
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2 BIN 2 0 0 9 • I S S U E 6
GET A
(SHELF)
LIFE By Alia Akkam
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
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
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
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
www.truthinvodka.com
18 BIN 2 0 0 9 • I S S U E 6
This blockbuster sent Seagram from the fifth biggest
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
24 BIN 2 0 0 9 • I S S U E 6
COVER FEATURE continued
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
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
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!
HKTPYHSULSZVUZY\TJVT
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
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
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.
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.
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
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:
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
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INDUSTRY INSIGHT
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.
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www.binonline.net
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