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JUNE 2008 www.binonline.

net

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BEVERAGE INDUSTRY NEWS
S E R V I N G C A L I F O R N I A’ S B E E R / W I N E / S P I R I T S I N D U S T R Y S I N C E 1 9 3 4

KAI VODKA
A SPIRIT-UAL
AWAKENING
K’ORUS WINES
Taking The Country By Storm!
COINTREAU
Can a spirit be both timeless and trendy?
CASTLE BRANDS’
Portfolio Reigns Supreme

TEQUILA • RUM • CACHAÇA • PISCO • NEW PRODUCTS • INDUSTRY NEWS • MARKETING INFO • AND MORE...
6
44

42
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52

Inside
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2 INDUSTRY INSIGHT 38 BRAND PROFILE
DRUNK-DRIVING LAWS K’ORUS WINES
IN CALIFORNIA
By Alan Forester, CPA, Attorney 40 COMPANY PROFILE
CASTLE BRANDS
4 INDUSTRY NEWS
42 BRAND PROFILE
38 6 COVER STORY
KAI VODKA
COINTREAU LIQUEUR
A SPIRIT-UAL AWAKENING 44 CATEGORY FEATURE
Rare yellow blossom rice, six POUR SOME
centuries of tradition, a highly SUGAR ON ME!
specific marketing plan and The broad and versatile rum
enthusiastic team players bring category stays fresh.
one of the most compelling
vodkas on the market to life. 52 CATEGORY FEATURE
CUTTING TO
14 NEW PRODUCTS & PROMOS THE CACHAÇA
Meet the vivacious cousin to rum.
20 POUR OF THE MONTH
Finest Call Mixers 62 CATEGORY FEATURE
J. King Neptune IF YOU THINK YOU
KNOW PISCO,
22 CATEGORY FEATURE THINK AGAIN
TEQUILA'S TOP DOG A clear and bright future
The multi-faceted category for the Peruvian spirit.
continues to grow.
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY
VOLUME 89, ISSUE NUMBER 24
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 FOUNDED IN 1934
binonline.net
DRUNK-DRIVING LAWS IN CALIFORNIA
Southern California
If one is arrested for drunk driving, two types of cases are triggered against the driv- Business, Production and Editorial Office
160 W. Foothill Parkway, Suite 105-95
er. One is a Department of Motor Vehicles (DMV) case. For the DMV charge, the driv- Corona, CA 92882
951 272-4681 Fax 951 272-4816
er accused of drunk driving in California has only 10 days from the date of their arrest
PRESIDENT
to request a hearing. If no request for a hearing is made within that time, the DMV Michael Chu
will suspend the driver’s license automatically on the 30th day following the arrest. If E-Mail: beverageindustrynews@gmail.com
a request for hearing is properly made, but the driver loses at the hearing, the EXECUTIVE EDITOR
California DMV will suspend the license for a minimum of 4 months for a first offense Kim Brandi
951 272-4148 cell: 626 377-2510
DUI arrest. Subsequently, for the second offense, a 1-year suspension, and for the E-Mail: beverageindustrynews@mac.com
third offense, a 2-year suspension is issued. If the driver refuses to submit to a breath EDITORIAL DIRECTOR
or blood chemical test, the DMV punishment is increased to 1-year suspension (with Victoria Vann
951-272-4681
no opportunity for restricted license) for the first offense, 2-year suspension for the E-Mail: binvvann@gmail.com
second offense, and a 3-year suspension for the third offense.
CONTRIBUTING WRITERS
The second is a criminal case, based on two statutes: the California Vehicle Code Wilfred Wong
Section 23152(a) and 23152(b). The first charge, under Section 23152(a), focuses on ADVERTISING REPRESENTATIVE
whether the driver was under the influence of alcohol or drugs to the point where they Sherman Callahan
951-272-4681
are unable to drive with “the same caution characteristic of a sober person, of ordi- E-Mail: shermancallahan@sbcglobal.net
nary prudence, under the same or similar circumstances.” The second charge, under
INDEX/DIRECTORY MANAGER
Section 23152(b), concentrates on whether the driver’s blood alcohol content (BAC) Tonja Graff
was .08% or greater. This charge is “per se,” that is, regardless of how properly the
PRODUCTION
motorist acted while driving or performing field sobriety tests. Ashley Koller
Penalties or punishment assigned by the court (arising out of the criminal Northern California Office
charges) are entirely separate from the consequences stemming from the DMV Industry Publications Inc.
171 Mayhew Way, Suite 202
charge. A driver may be charged with DUI felony charges. If a driver has three prior
Pleasant Hill, CA 94523
drunk driving convictions within the last 10 years, the driver will be charged with a 925 932-4999 Fax 925 932-4966
felony after the fourth arrest. In addition, a driver who injures another person may PUBLISHER
face misdemeanor or felony charges. Also, any driver who has been charged with a David L. Page
E-Mail: dlpage@earthlink.net
felony DUI within the last 10 years will be charged with another felony for any subse-
quent drunk driving arrests within that time period, with increased penalties and pun- EDITOR-AT-LARGE
ishment. The penalties assigned by the court for second and third DUI convictions Elyse Glickman
310 497-7157
is escalated, i.e. much harsher than for a first offense. For example, a multiple- E-Mail: 4elyse@earthlink.net
offense DUI conviction can mean mandatory jail time, a required ignition interlock
CIRCULATION / PRICE EDITOR
device, an 18-month alcohol education program, etc. Manfred Schaffler
There are several new California laws relating to drunk driving that take effect in ACCOUNTING
2008. First is a law that applies to drivers who are on probation for drunk driving. Industry Publications
Debi Hull
These drivers are not allowed to operate a vehicle when they have a BAC of .01% or
BIN Beverage Industry News USPS 053-880,
greater. Under California’s implied consent law, a driver on probation for DUI in ISSN 1054-0423. Is published monthly by Industry
California must submit to a preliminary alcohol-screening test, administered by Publications, Inc., except combined in May/June
and December/January.
police. A second law requires applicants for driver’s license or license renewal to 171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.
submit written acknowledgement that a DUI that causes death can result in murder Subscriptions are $48 per year (tax included),
charges. If the driver is later accused of drunk driving causing death, this admission single copies are $12.00 each. Periodicals postage
paid at Pleasant Hill, California, and additional
will be used as evidence. This law is effective beginning July 1, 2008. mailing offices.
Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage
POSTMASTER:
Control Law. For more information, please visit www.ABClawyer.com or call 877- SEND ADDRESS CHANGES TO:
LIQUOR-8 (877-547-8678). ■ BIN Beverage Industry News
171 Mayhew, Suite 202
Pleasant Hill, CA 94523
Disclaimer: This article is not to be construed as legal advice. Please check with an
attorney before taking action.
2 BIN 2 0 0 8 • I S S U E 5
INDUSTRY NEWS
BEVERAGE INDUSTRY NEWS INDUSTRY SAYS GOODBYE TO BOB MONDAVI

BIN ONLINE
www.binonline.net
'Just call me Bob or Robert,' Mr.
Mondavi would often tell people,
despite being one of the most distin-
guished winemakers in California's
history. Needless to say, the impact
Robert Mondavi has had on the
California wine industry is enormous.
He managed to lead Napa from a
jug wine producing cottage industry
to a global market of fine wine. He
expanded its influence worldwide
and established California as an
equal to all other winemaking coun-
tries, most notably France. Mondavi
championed and even introduced the
idea to many Americans that fine wine
and food was integral to the good
life. It is a sad day, indeed, to say
goodbye to Robert Mondavi, but as the patriarch of Napa, he leaves behind a vast
legacy for the industry, friends and family.

BACKGROUND. Mr. Mondavi was born in Minnesota on June 18, 1913. He


moved to California with his family in 1923. He left the family business (Charles Krug
Winery) in 1965 after he and his brother, Peter, were unable to compromise on busi-
ness practices. Mondavi wanted to produce fine wines while Peter wanted to contin-
ue producing high volume brands.
Lawsuits and court battles carried on for 13 years before finally ending in 1979,
when the Mondavi family was ordered to pay Mondavi $5 million for his Krug shares.
In 1965 he bought a famous vineyard in Oakville with the help of investors and
built the now-famous Spanish-style winery. He also changed the pronunciation of his
Go online and discover a last name from mon-DAY-vi, which the family used, to mon-DAH-vi.
When Mondavi opened his winery, California was still primarily known for cheap
wealth of resources at your jug wines. However, Mondavi worked to change that by using wine production tech-
fingertips. niques he had learned when touring Europe, such as using cold fermentation, stain-
less steel tanks and French oak barrels.
Not only did Mondavi's wines receive high ratings from critics and connoisseurs,
• CURRENT ISSUE but he also entered a j-v with Baron Philippe de Rothschild's Château Mouton-
• NEW PRODUCTS Rothschild, creating Opus One. Later one, the company purchased Woodbridge win-
• WILFRED WONG’S MONTHLY ery to use in a new line of lower-priced wines.
After taking the company public in 1993, he eventually sold the Robert Mondavi
WINE SELECTIONS
Corp. to Constellation for $1.35 billion in 2004 after years of declining sales and
• BIN PRODUCT OF THE WEEK family discord over how the business should be run. Afterwards, Mondavi vowed "to
• BEVSOLUTIONS start over."
• ONLINE GUIDE TO NATIONAL Mondavi teamed up with his son Tim, daughter Marcia and his wife, Margrit, to
BEVERAGE COMPANIES launch the Continuum wine brand, which had its first release in the spring of 2008.
In 2005, Robert reunited with his brother Peter to produce a wine using equal
SUPPLIERS/IMPORTERS/
amounts of grapes from the Robert Mondavi and Peter Mondavi family vineyards. The
MARKETERS/WHOLESALERS barrel of wine sold for charity at the 2005 Napa Valley Auction and fetched more
• CLASSIFIEDS than $400,000.
• INDUSTRY JOB POSTINGS Mr. Mondavi would have turned 95 on June 18th. He left most of his monies from
• SPECIAL AD RATES AVAILABLE personal interests and the stake in his winery to charity.
He is survived by his wife and children as well as his brother, Peter, and nine
ONLINE
grandchildren.
In lieu of flowers, the family suggests donations to Copia, UC Davis, The Oxbow
www.binonline.net School and Stanford University. ■ Continued on page 58.

4 BIN 2 0 0 8 • I S S U E 5
A SPIRIT-UAL
AWAKENING
RARE YELLOW BLOSSOM RICE, SIX CENTURIES OF TRADITION,

A HIGHLY SPECIFIC MARKETING PLAN AND ENTHUSIASTIC TEAM PLAYERS

BRING ONE OF THE MOST COMPELLING VODKAS ON THE MARKET TO LIFE

Written by Elyse Glickman


6 BIN 2 0 0 8 • I S S U E 5
O
ne look and taste, even in a crowded field, and it

is evident KAI Vodka is clearly a different kind of

vodka experience. Certainly savvy distributors and

retailers do. And as for the consumer looking for something new,

Vietnam is closer than they could have ever imagined.

“What will make this brand get rooted and grow especially in California. With the sophisticated
into something of value for our customers is our American palate adapted to Asian spices and fla-
clearly defining the KAI story and positioning it vors, these adventurous consumers and the on-
so people can understand how special this vodka and off-premise accounts that cater to them
is,” says KAI founder and managing director demand something that will challenge consumer
Marcus Bender. “There are so many European taste buds and mixologist creativity. KAI
vodkas circulating with similar claims and all achieves all of this through its distinctive, refined
these messages about their wheat, traditions and taste derived from the distillation of rare Yellow-
techniques. However, we actually have some- Blossom Rice. It is, according to Bender, a perfect
thing truly special that a variety of demographics fit for this market whether enjoyed in its original
can appreciate, something nobody else is doing form or Lychee, on its own or in a cocktail.
right now.” Adding to KAI’s cache is the fact that this
Indeed, many things do set KAI Vodka and special and rare form of rice is grown in small vil-
KAI Lychee Vodka apart. Both varieties can be lages near the Cam Giang district, along North
positioned either as a sexy, exotic cocktail founda- Vietnam’s Red River Delta. Because of its delicate
tion or as “cocktails” in a bottle as they are smooth nature, it is handcrafted in small batches using
and sophisticated enough to enjoy on their own. techniques that have been handed down for
There is a built in Asian mystique, as well as more than six centuries. The process of fer-
award-winning package design that is in tune mentation and distillation used to create KAI
with a cross-generational demand for lifestyle- Vodka renders a distinctive-tasting vodka that
driven products. Bender and his team are also preserves the natural sweetness of the Yellow-
using high-tech methods such as an updated Blossom Rice. Furthermore, it takes almost
web site and viral marketing (via Facebook 14 pounds of the precious grain to make
and other sites) to reach a wide cross sec- four liters of KAI Vodka. Although vodka
tion of audiences. Although it is still very enthusiasts prize what is inside a bottle,
new on the market, KAI’s industry acco- the sensual, visual and tactically appealing
lades have bolstered the brand into the bottle adds to KAI’s appeal. As a whole,
establishment. The flavor and packaging KAI translates into what may be the per-
have garnered awards at the Beverage fect vodka for a generation of adventurous
Tasting Institute and the San Francisco consumers.
International Spirits Competition…no small “The word ‘kai’ has positive meaning
feat as KAI was launched just a year ago. throughout Asia,” notes Bender, from his
Honolulu headquarters, “The word means
FOUND IN TRANSLATION ‘pleasure’ in Japan and ‘happy gathering’
As the first ultra premium to originate in in China. In fact the word has multiple
Vietnam, KAI has translated beautifully meanings even as one moves through dif-
to the American market, thanks to its ferent cultures of Asia. It’s a word that
bottle and exotic origins. It also helps unifies and brings people together, just
that Asian-Fusion cuisine is here to stay, as a good spirit would. The feedback
Bender reflects. “Both places are small in
size but big in terms of the impact our prod-
uct can make on new and old audiences for
KAI. While restaurants in Las Vegas are
where culinary and mixology trends take
shape for the entire country, we also have
the potential to reach consumers from
around America and the world who come
to Vegas to experience the newest and lat-
est things. Vegas is a place of discovery, and
being there has already helped us in terms
KAI founder and managing director of validating us in other markets. After all,
Marcus Bender in rice fields near consumers are key to the kingdom, and
the Cam Giang district, along with 30 million tourists coming through,
North Vietnam’s Red River Delta there are so many opportunities for this
kind of discovery.”
BevMo’s California and Arizona stores,
meanwhile, are also using their unique
niche in spirits retail to bring in adventur-
“My hopes and expectations for the coming year is to expand ous consumers. Thanks to KAI’s sales team,
our footprint into key markets such as Chicago, New York, in tandem with a variety of marketing
strategies (ranging from word of mouth to
Florida, Miami, Atlanta and other large vodka markets...” “viral” marketing that takes shape in the
form of blogs, networking web sites and
internet magazines), Bender is confident
— Marcus Bender,
that this will help the marketing aspects at
KAI founder and managing director the consumer level for the brand to take on
a life of its own. On-premise events in
Hawaii, L.A. and elsewhere, are also taking
advantage of celebrity-driven events and
from consumers is that they love its smooth, kets,” notes Bender. “That said, California is high-visibility promotions to drive the
unique taste and the fashionable bottle that still high priority for us as we have earned brand. At one recent even in Los Angeles,
captures the east-meets-west spirit.” our accounts and want to continue our work for example, Tobey McGuire (of the
In the wake of KAI’s launch last sum- with those who have embraced us and will Spiderman movies) had the chance to sam-
mer, the brand has beaten the odds by rap- help us get traction because they understand ple KAI at a high profile gallery opening
idly establishing a niche in a very crowded the perspective of our brand. California is a with 400 of his closest friends, while actress
landscape of vodkas, where many “me too” country and universe onto itself, it is the Jenny McCarthy’s autism fundraiser was co-
vodkas tapping into familiar things like ideal starting point for a buzz that will find hosted by KAI and David Beckham was
European roots and traditional ingredients its way into other states because there are so recently spotted in at the W Hotel in
jostle for position. While consumer inter- many distinctive markets here.” Honolulu discovering the vodka with the
est in new premium unique products is Early accounts that have helped the assistance of KAI spokesmodels.
strong, KAI has won discerning audiences brand gain national attention include a mix
over simply by being different, in its taste, of trendy Southern California hangouts
award-winning packaging and the fact that (The Abbey, Koi, Katana, Crustacean and
it comes from Asia. However, Bender rec- Nic’s Martini Bar), sophisticated Northern
ognizes there are still challenges to come, California spots with foodie audiences (Le
even with effective guerilla marketing— Colonial, Three Seasons, I-Tapa) and popu-
expanding beyond California into major lar, crowd-pleasing restaurant groups that
markets throughout the US and the World. cross a lot of different demographics (Roy’s,
P.F. Chang’s). This, in part, has paved the
RICE DREAMS way for KAI to advance into Las Vegas, via
“My hopes and expectations for the coming destination accounts such as Red Square,
year is to expand our footprint into key mar- David Burke’s, China Grill and The David Beckham with
kets such as Chicago, New York, Florida, Bellagio Hotel’s bars and restaurants. KAI spokesmodels
W Hotel, Honolulu
Miami, Atlanta and other large vodka mar- “Las Vegas is like Hawaii in many ways,”
8 BIN 2 0 0 8 • I S S U E 5
THE “RICE” WAY
TO BE CREATIVE “Why just do a vodka when you can create something with a
David Nepove, a mixologist at Southern
Wine & Spirits in NoCal, like the other unique flavor profile that people will be talking about and
team members, has been so inspired by
the uniqueness of KAI Lychee Vodka that he ordering again and again?”
has set forth to invent new cocktails that will
add to KAI’s pre-existing appeal among — David Nepove
consumers and trade. Mixologist, Southern Wine & Spirits
“With an industry flooded with same
old same old, it is so great to be working
with an original flavor that works so well
HEAVENLY HARVEST to bring a personal touch to the marketing
with many cocktails,” Nepove muses.
of the vodkas, they are spreading a very spe-
“Naturally, it is a perfect companion for BEGETS DIVINE DISCOVERY
cific message about how this vodka can
Asian and Pacific Rim foods. As it is a fla- The starting point for KAI Vodka and KAI
appeal to so many different people. While
vor many sophisticated people cannot wait Lychee vodka is fermentation with a tradi-
this vodka is an indulgence, it has its
to get their hands on, I also must say that it tional combination of 30 herbs, spices and
healthy side—the fact it is made from rice
is also a great fit for restaurants of all kinds, yeast that imparts this distinctive vodka’s
also makes it gluten free, which introduces
especially those with innovative bar menus. unusual character. However, rare and exot-
yet another audience into the mix and
Why just do a vodka when you can create ic rice is not KAI’s only sweet and seductive
another great reason to be on the market.
something with a unique flavor profile that component. While other vodkas pride
As accounts like PF Chang’s offer gluten-
people will be talking about and ordering themselves on essentially being flavorless,
free menus, KAI contributes to that health-
again and again?” the delicate flavors in the regular and
conscious factor.
lychee variety add a fresh dimension to the
vodka drinking experience, whether it is
KAI-AGRA
being enjoyed straight or as part of an inno-
PARADOX FOUND
1.5 oz Kai Vodka A study in KAI’s quick rise is also, very
3.5 oz (energy drink) vative cocktail.
1/4 oz Blue Cuacao pointedly, a study in contrasts. While the
According to Bender, the overwhelm-
Shake ingredients in a creative message of the print ads and public
ingly positive early responses to KAI
Boston shaker and pour relations efforts is that “pleasure is the ulti-
into a Highball Glass. Vodkas in Hawaii and California was a sure
mate goal,” the product’s positioning is that
indication the brand would find success in
KAI LYCHEE MARTINI other markets, including Nevada and
KAI in itself is a bottle of contradictions.
3 oz. Kai Lychee Vodka For starters, the notion of “Asian
Shake and strain into a martini
Arizona. “Our real success in the early
vodka” is a paradox, as many people still
glass. Garnish with fresh stages has been based on getting people to
Lychee Fruit. associate the spirit with Europe. Vodka is
taste it in our off- and on-premise promo-
an ordinary bar staple since it has almost no
KAI-TINI tions and samplings. While we enabled
flavor or odor, but KAI vodka is extraordi-
3 oz. KAI Vodka consumers to ‘discover it’ in accounts like
nary as it has a very specific taste, aroma
Shake and Strain. BevMo (and are still doing so right now),
Garnish with an olive. and feel. Vodka popular for its simplicity,
we’ve also gotten the buzz going with staff
but KAI redefines the vodka spirit as both
KAI ASIAN DELICACY tastings at our bar and restaurant accounts.
an exotic and sensory luxury. It is exotic
1/2 oz. Simple Syrup* When the staff has expressed their enjoy-
3 Thai Basil Leaves because of its origin, yet very accessible,
ment, it has prompted management to take
1 Lemon wedge (1/8 lemon) because KAI’s team is making sure that this
Muddle Simple Syrup, Basil, that leap of faith in bringing KAI to their
message gets through in Hawaii, Arizona,
and Lemon Wedge bar and being a part of our themed promo-
1 1/2 oz. KAI Lychee Vodka California, Nevada and, later, throughout
tions. The bottom line, however, is that
1/2 oz. Green Tea Liqueur the States. In the end, the interesting com-
people can taste the difference, and we’ve
Shake and strain into a martini parisons not only help introduce KAI to a
glass. Garnish with fresh Basil gotten converts right away.”
widening audience, but also change peo-
leaf and a Lemon Twist. Additionally, Bender says emphatically
ple’s notions of what vodka is about and
that he is a big believer in staying small in
MISS SAIGON MARTINI how it can be enjoyed.
1 1/2 oz. KAI Lychee Vodka some ways to gain bigger traction, especial-
“This is a fitting way to do business
1/4 oz. Triple Sec ly as “specialness” for many audiences
1 lime wedge squeezed since in the market, you have two contrast-
means something that steers away from
3/4 oz. Cranberry Juice ing audiences—the people who want some-
Shake and Strain into a Martini
becoming too big and corporate. Even with
thing new and the others who know what
Glass. Float with 1 oz. his drive to get KAI into bars across
Champagne or Sparkling Sake. they like and are attached to it,” says
America, he is also intent on preventing
Garnish with a fresh Bender. “Once you understand that, you’ve
lime wedge.
KAI from becoming a “SKU in a portfolio.”
got what it takes to tap into the diverse psy-
While KAI brand ambassadors are trained
10 BIN 2 0 0 8 • I S S U E 5
ches of different ages and demos and being had a successful career as the director of
smarter of how we go after the business. If Allied-Domecq, another member of the
you don’t take that approach, all you are Board of Directors, is based in the UK and
doing is marketing in a way that is similar to has been an important in helping KAI
taking a shotgun and shooting at random define its place in the world market, espe-
targets. Our approach with the paradox is cially in establishing relationships with dis-
about bringing consumer interest to the next tributors and other key clients. Southern
level by making people understand what sep- Wine & Spirits, meanwhile, has provided
arates us from the competition.” exceptional support for KAI in the Hawaii,
Arizona, Nevada and California markets.
FROM THE PLANTING FIELDS “Kai Vodka is the kind of product that
TO THE PLAYING FIELD excites me,” says Stevens enthusiastically. “It
Even with KAI being just a year old, Bender has a real point of difference and a reason for
LYCHEE—NOT JUST THE and his multi-faceted team of industry veter-
ans and mixology innovators felt there was
being in the crowded landscape of tradition-
al vodkas. Kai has several firsts that allow
FLAVOR OF THE MONTH no better time to reposition the brand using you (as a retailer or restaurant) to stake out
In a world where there are as many fla- a unique formula of interactive marketing a new segment and call it your own. Kai
vored vodkas as there are personalities, technology and carefully selected people Vodka is new news.”
what makes the KAI personality unique is who understood the uniqueness and paradox On the creative side of things, San
that the brand offers only one flavor— messages of KAI so thoroughly they could Francisco’s Gershoni Creative Agency is
lychee. Although Bender had experiment- bring it to a wide variety of audiences. working closely with Bender and his team to
ed with new flavor concepts, he ultimate- Dan Lyons, a 20-year beverage industry rebrand KAI completely and communicate
ly decided to stick with one defining flavor veteran from Southern Wine & Spirits the revised and refreshed vision through a
so marketing efforts could run deep rather recently came over to assume the position of rich, full-scale brand re-launch. This re-
than become so broad that some products Vice President of the Western Region. Dana launch involves a more thorough and engag-
are cannibalized in favor of others. As Black, meanwhile, is the dynamic force ing marketing approach, which includes a
KAI is the only distiller producing a Lychee behind the sales and marketing efforts that more polished internet/web presence. The
flavor, that distinction adds extra weight to have made such a huge impact, while James overall focus thoroughly covers the brand’s
the marketing team’s efforts to emphasize Stevens (a 35-year veteran who made a attributes, benefits and mystique in a fresh
the brand’s specialness over all. And yes, name for himself in beverages via bringing new way.
there is another engaging paradox to be Perrier to the US in the 1970s, a long stint “We felt now was a good time to rethink
found….KAI’s one flavor of vodka has a at Coca-Cola and his highly successful J. M. the way we are presenting KAI’s attributes,
multifaceted nose and palate with notes of Stevens & Associates, Inc. consulting firm) benefits and uniqueness,” says Bender. “We
spice, rose, orange blossoms and honey. is exhibiting leadership as the company want to play up the fact that KAI is sensory
“KAI Lychee Vodka is very much about Chairman who is keeping the sales, market- and can take diverse audiences to a new
‘discovery,’ while both formats are about ing and promotional arms of KAI on track. place in terms of a flavor experience KAI
revealing a secret to conoisseurs that has California sales reps Gina Johnston, mood, since all the customers we’re looking
existed for over six centuries in Vietnam— Dean DeAngelis, Jessica DoVan and Las at have certain types of education, values
Ruou--which is Vietnamese Rice Wine or Vegas Brand Ambassador Matt Kurzrok, and desire to engage in cosmopolitan activ-
Rice Vodka,” says Bender. “Rice is King & meanwhile, are setting a great example for ities. The web is just one of the many ways
Queen in Asia. We want to let audiences the rest of the US market with their focused the KAI message will be reaching our
know in a variety of demographics that efforts to put KAI in the hands of trade diverse and adventurous consumer and
what they will experience, especially with clients and consumers. Richard Turner, who trade audiences.” ■
the Lychee, is that what’s simple can also
be exceptional. Furthermore, because
California is a melting pot of many ethnic
restaurants, bars and clubs, we believe
Californians will embrace the uniqueness
of KAI Lychee Vodka in 2008.”
By keeping the focus just on one flavor
and the original, Bender believes there is
less of a risk of distracting from the brand’s
intended message or becoming too
dependent on gimmicks. In other words,
if a product is special enough that it does-
n’t need a crayon box of flavors to prove
itself, that kind of confidence says a lot. Left to Right: Richard Turner - Director, Dana Black - VP Sales & Marketing
Marcus Bender - Founder, Managing Director, James Stevens - Chairman
14 BIN 2 0 0 8 • I S S U E 5
16 BIN 2 0 0 8 • I S S U E 5
NEW PRODUCTS & PROMOTIONS
NEW PRODUCTS & PROMOTIONS
1 CRILLON IMPORTERS Brings New Absinthe
to the Table Grande Absente is made in
Province from an authentic, 148-year-old French
1 recipe that features a full measure of the legendary
botanical wormwood and other regional botani -
cals. The new absinthe is 138 proof and will be
3 available nationwide for approximately $70 for a
2 750 ml bottle packaged with a complimentary
gold-plated absinthe spoon.

2 FOUR ROSES Celebrates 120 Years with


Limited Edition Bourbon Four Roses Bourbon
is celebrating 120 years by releasing a Barrel
Strength Limited Edition Single Barrel Bourbon,
uncut and non-chill filtered. The 12-year-old
Bourbon has a robust spiciness with delicate
fruity flavors, and a long, smooth finish carrying
suggestions of caramel and chocolate.

3 FOREST GLEN'S Spiral Rack for Springtime


Sales Forest Glen's innovative spiral bottle-rack
is designed for maximum bottle visibility and is
wheeled for easy maneuverability. Sixteen triangu-
lar trays hold three bottles apiece; slots hold dou-
ble-sided cards whose clear text and graphics focus
on the fresh new style of Forest Glen wines.
Contact Forest Glen Winery, Sonoma, CA, at
707.265.4060.

4 4 New Cream Liqueur THE SPIRIT OF LIBERTY


A unique 36-proof blend of America's aromas and
flavors that include hints of bourbon, apples, cher-
ries and more. With a higher alcohol content and
a 1/3 less calories, the Spirit of Liberty is smoother
and lighter than the nation's leading cream
liqueur, without the typical pasty aftertaste of con-
ventional creams. The Spirit of Liberty blends
smoothly with coffee, foods and desserts, or it can
be enjoyed straight up, on the rocks or in your
6 favorite chocolate martini. Contact: CMSC Spirits
Group, LLC 415.381.8647.

5 New Tropical Fruit Flavored ESPIRITU DEL


ECUADOR Can be enjoyed straight like brandy,
on the rocks or added to cocktails where its flavor
blends with, and accentuates, fruit juices, mixers,
and other spirits. Espiritu del Ecuador also com-
plements dishes prepared in the kitchen, including
5 appetizers, soups, entrees, and it's marvelous over
ice cream and other frozen desserts. Contact
CMSC Spirits Group, LLC 415.381. 8647.

6 Phillips Distilling Company INTRODUCES


PRAIRIE ORGANIC VODKA Phillips Distilling
Company Introduces Prairie Organic Vodka
Phillips Distilling Company released Prairie
Organic Vodka - a beautifully smooth vodka dis
tilled from organic #2 yellow corn and certified
both organic and kosher. Prairie Organic Vodka
carries a suggested retail price of $24.99 750 ml.
Visit www.prairievodka.com. Available nationwide.

18 BIN 2 0 0 8 • I S S U E 5
POUR OF THE MONTH

Finest
CALL POUR OF THE MONTH
J. King Neptune
From L-R: Nick Lee - Bartender, Jenny Mcall - Bartender, You could think of Sunset Beach’s landmark J. King Neptune as a pur-
Juan Alvarez - So CA President, US Bartender's Guild veyor of true local flavor. The family-owned restaurant has been serving
up fresh seafood, succulent meat dishes, authentic New England clam
chowder alongside refreshing beachfront ambiance that includes live
music performances and awards nights for surfing competition.
According to Juan Alvarez, who concentrates on the bar, Finest Call’s
family of mixers have helped his family stay focused. Additionally, as he
is president of the Southern California Chapter of the United States
Bartender’s Guild and competes in bartending competitions, he notes
Finest Call puts recipes for inventive new cocktails within reach.
“I have been using Finest Call for more than 10 years,” Alvarez
states. “We carry Simple Syrup, Lime Juice, Grenadine, Pina Colada,
Strawberry, Mango, Raspberry and the Bloody Mary. I must say the
Bloody Mary Mix stands among my favorites as it makes this classic
cocktail all the more special. So many people who order our Bloody
Mary’s on Sundays are blown away.”
A recent experience with one of the Finest Call reps at the Las Vegas
Bar Show provided him an even greater reason to sing the product line’s
praises. “He asked me a lot of questions about what our organization
does in terms of events, seminars and services to bartenders. We had
a great time discussing how our organization could work with Finest
Call in the future.”
Even though Alvarez now has a “friend in the business,” he notes his
staff can always count on Finest Call to come through when customers
come in, especially during high-traffic hours “The bartenders simply
open up the top and go,” he says. “It frees us up to do what is most
important—wowing our guests.”
J. King Neptune is located at 17115 Pacific Coast Highway, Sunset
Beach, CA 90742. For more information, call 562-213-6954.

NICKS NECTOR RASPBERRY CHI CHI


1/2 oz. St. Germain 1 oz. Absolut Raspberry Vodka
1 oz. Barcardi Peach Red 1/2 oz. Dekuyper Strawberry Passion Pucker
1 oz. Cointreau 1/2 oz. Monin Blueberry Syrup
3 oz. of Finest Call Strawberry Mix 3oz. of Finest Call Raspberry Mix
Splash of Sweet N Sour Put all ingredients in blender, blend
Put all ingredients in blender, blend until smooth, pour into pint glass, garnish
until smooth, put into pint glass, garnish with raspberry and an orange wedge
20 BIN 2 0 0 8 • I S S U E 5 20 B I with
N strawberry
2 0 0 and8 an •orangeI Swedge
S U E 5
22 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

24 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

26 BIN 2 0 0 8 • I S S U E 5
distilled silver tequila, Don Eduardo Patrón’s signature bottle has become iconic it is crafted painstakingly from 100% Blue
Tequilas offer consumers a new interpreta- and has even influenced the style of its sister Agave plants that are allowed to mature
tion to this category. Our unique packaging brands. Trago Tequila has taken a more mod- eight years before harvest and has earned a
combined with international recognition ern approach. Although the Tequila inside is variety of accolades from organizations like
sets Don Eduardo apart from other brands,” traditional 100% blue agave, owner Chris The Journal of the Beverage Testing
notes Valdez. Condon wasn’t interested in old world pack- Institute. However, the artisan hand-blown
Another añejo tequila standing out for aging. Condon wanted something that glass bottle and marbles (Canicas means
original barrel aging is Familia Partida. would speak to a younger generation and “marbles” in Spanish) brings the whole
Partida uses gently washed one-pass Jack helped to develop their contemporary bottle. experiential package of this tequila together
Daniel’s barrels because, according to the Tiki Tequila is known for its one-of-a- into a cohesive whole.
group, they are superior oak barrels that kind hand blown bottles, whose painstaking
impart just a touch of sweetness to the blowing process allows for each consumer to Tequila:
Partida Anejo. Elegante, also by Partida, is have their own original bottle–tiki includ-
an extra añejo Tequila aged more than 36 ed–which are hand etched, wax dipped, and The New Wine ~
months in American oak and is made from signed. As the number of high-end Tequilas The truth is out there. Tequila is far more of
hand harvested blue agave. According to increases in the market, this may be the dif- a complex distilled beverage than most peo-
Garry Shansby, founder and CEO of Partida, ference that helps some stand apart. ple initially realized. With the proliferation
36 to 38 months is the perfect amount of Tequila may boast the number one cock- of premium and ultra premium tequilas and
aging time for an extra añejo: “After that tail with the margarita, but that’s not holding Mexican spirits, as well as interesting niche
point the oak takes over and you lose the it back. This multi-faceted spirit has proved it products, it is now hard to believe many of us
agave character.” Shansby remarked that is no third-world relic or niche product, but is once associated Mexican products with wild
many people are amazed with the complexi- actually among the most innovative and college parties and margarita soaked vaca-
ty the aging imparts to the Tequila. nimble categories of the moment. tions. While one of tequila’s strongest sell-
“Everyone finds something different, but Tequila Canicas is another vivid exam- ing points has been its versatility as a cock-
many say that Elegante has a toffee quality ple of how packaging is playing a greater role tail foundation or a quick shot, today trade
with light oak and spice flavors while main- in a tequila’s overall message of quality and and consumer buyers alike have long since
taining its agave qualities.” image. There is no doubt in the mind of a shifted the old, tired and retired paradigm.
Tequila packaging has moved beyond connoisseur consumer or a savvy industry According to Vinexpo's December 2006
the traditional and into the original. pro that it is a top shelf, premium product, as International Wine and Spirit Record, tequi-

28 BIN 2 0 0 8 • I S S U E 5
TEQUILA SHOWCASE
la consumption in the United States rose 38 average and also actually sold in Mexico, with
percent between 2001 and 2005. In 2005, a special emphasis on resort areas such as
Americans consumed 9.1 million cases of Puerto Vallarta, Cancun and Los Cabos. The
tequila, according to the study. The same mix of marketing and a quality product con-
study reveals that Tequila consumption in the tinues to set standards in the industry, as well
U.S. is expected to rise 45 percent from 2005 as win awards from the Beverage Tasting
HEAD EAST to 2010.
The new buzz, in fact, is that tequila is the
Institute, the San Francisco World Spirits
Competition and others. For more informa-
In an industry simultaneously driven by current
lifestyle trends and family (business) values, new wine. While the J. Walter Thompson tion, contact Carlos Monsalve at 52-33-
East L.A. Distributors is still going strong after advertising agency added it to its famed “80 3641430 or cm@amate.com. Available
75 years thanks to their focus on loyalty— Things To Watch in 2008,” consumers, bar- through Gallo Wine Company.
within the company and among their increas- tenders and buyers long before that have
ingly international span of customers. become more particular and selective about ~ Cabrito Tequila ~
A lot has changed since the company the tequila they drink. Additionally, the Cabrito Tequila, aged in old American oak
launched back in 1933 (including the name), 100% Agave designation is more important barrels, is produced in Arandas, Jalisco. Its
but Rose Saparito (wife of one of the original than ever before, and anything less just won’t slightly sweet flavor reveals hints of caramel
founders) and children Leo Saparito and Betty do. In the wake of all of this, a generation of and chamomile, extending into a medium-
Castronuovo still remain active in the busi- premium tequilas and Mexican spirits length finish. Also of note, it is an
ness. George Alvarez, who has been with prove ‘South of the Border’ equals an authentically Mexican tequila experi-
the company since 1986, is himself a vital upscale experience to a growing and ence, as it stands as one of the top brands
member of the family and proudly mentions diverse audience.
the average employee has been with the in Mexico, as well as No. 1 in volume in
company for 12 years. the 100-percent Agave category for the
“Our customers are loyal to us because Top Shelf Tour ~ country. “Cabrito Tequila is confident in
our people have been so loyal to the compa- Though the tequila category is growing its authenticity, heritage and quality, so
ny,” affirms Alvarez. That ensures service the increasingly competitive, nowhere is that we are striking out from the norm for
customers get will be consistent across the more apparent than the premium and ultra- tequila marketing and launching this irrever-
board. We are also unique in that were are premium ends of the spectrum. While some ent and fun approach. With all things Latino
a one-stop shop meeting diverse beverage brands are household names and others are just and especially Mexican cuisine influencing
needs of many different kinds of businesses— beginning to establish their niche, what they the food and beverage industry throughout
restaurants, bars, liquor stores and local mar- all share is the fact that they are on the bever- the U.S., Cabrito Tequila is ready to continue
kets—owned by people of varying back- conquering discerning palates in the U.S.,”
age industry radar for the fresh ideas, presenta-
grounds, including Hispanic, East Indian, says Alex Sobol, President of GenerH,
tion and quality they are bringing to the table.
Chinese and Korean, many of them who also Carbrito’s agency of record. For more infor-
have learned Spanish and the language of mation, email Jake Lustig at jake@haas-
the beverage industry to communicate with brothers.com.
their consumers.”
Alvarez points out that East L.A.
Distributors handles everything from major ~ Casco Viejo ~
corporate brands such as Miller and Coors to Originally known as “the Arandina” and
sophisticated niche brands such as Patron made by the privately-owned Tequila
and Don Julio. In fact, tequila has grown into Supremo on the Camarena family estate,
such a diversified segment that Alvarez has Casco Viejo was established in 1938. Though
found himself on the same learning curve as Casco Viejo is a blended tequila, it is distin-
his clients. ~ Tequila Amate ~ guished from its competition with a smooth,
“A few years ago when the tequila mar- The 100% blue agave Tequila Amate Blanco light palate and clean agave notes followed by
ket was smaller, people approached me and and Reposado were developed specifically for sweet vanilla tones, making it ideal for
taught me about different types of tequila and the U.S. and with two distinct American margaritas and cocktails. As the 4th
the different demographics that go with them. palates in mind: the tequila novice and the largest tequila brand internationally
Some consumers want to enjoy rands from the most refined tequila drinker. This luxury and the 3rd largest tequila seller in
regions of Mexico where they grew up, oth- product comes from 35 years of making tequi- Mexico, its distribution is impres-
ers are looking for price and value. Then
la coupled with ten years of exporting tequila sive, as it can be found in the USA,
there is the audience actively seeking new fla-
to the USA. The cobalt blue packaging and Canada, El Salvador, Nicaragua,
vors and product experiences. Consequently,
ultra smooth formula are extremely appealing Venezuela, Colombia, UK, Spain,
while Jose Cuervo is a staple, we are also
to upscale and upwardly mobile markets. Italy, Czech Republic, Poland,
seeing action with everything from
Cazadores to Casa Noble and Corralejo. It Unlike competing premium tequilas devel- Russia and Belgium. Today, the
could be hard to keep track, but we do oped for markets outside Mexico, Amate is 3 Camarena Family is among the top
because we know what our customers want.” to 4% less expensive in its retail price on 4-agave owners in Mexico, owning
East L.A. Distributors is located at 3666
Whittier Blvd., East Los Angeles, 323-262- 30 BIN 2 0 0 8 • I S S U E 5
5124. ■
TEQUILA SHOWCASE
more than 1000 hectares, with almost 3 mil-
lion of agave plants in different growing
~ Clase Azul ~
stages. Currently the company's production
Ultra
According to Arturo Lomeli, Clase Azul’s
capacity is an impressive 4,000 cases per day.
founder, five elements make this tequila
For more information, contact Lou Sans at
merit the hefty price tag ($1700):
lou@sanswineandspirits.com.
1. Hand-selection of Weber Blue Agaves
aged to perfection for 9 years; 2) Slow
cooking of the pinas for 8 hours; 3) fer-
mentation with a proprietary yeast
strain; 4) A watchful eye over each step
in the distillation process; 5) Using the
highest quality sherry wood casks to produce
exceptional taste, perfect balance and robust
body. For more information, contact John
Hanson at jhanson@tequilaspremium.com.
~ Chaya ~
The production and introduction of the
Chaya tequila range was a labor of love for the
late Albert Berentsen, formerly the President
of Kahlua, S.A. and the ex-owner of Kamora
coffee liqueur. Though Berentsen was a famil-
iar fixture in the Mexico Spirits industry, his
legacy was sealed with this venture into the
tequila business. According to Interco Brands,
in creating Chaya Tequila, Mr. Berentsen’s
primary focus was on two key objectives,
namely, first and foremost, in securing the
finest and best tasting 100% Blue Agave
tequila he could find, and second, to create
~ El Agave Aresanal ~
Tequila El Agave Artesanal Reposado, made
the most extraordinary and elegant bottle he
in Tepatitlán, Jalisco, reflects a new concept
could conceive. For more inforamtion, con-
in tequila: its flavor derives from the perfect
tact Sean Sweeney at seanesweeney@interco-
mixture of the agave plant and its maturing.
brands.com.
The brilliant color is suggestive of yellow
straw, with golden reflections of medium
~ Chinaco ~ intensity. The nose suggests cooked and crude
This small artisan Tequilera,
agaves. The triple distillation process results
on the east coast of the
in a tequila of extraordinary depth and char-
Mexican State of
acter for unparalleled smoothness. For extra
Veracruz, was the first
refinement, this tequila is aged in oak barrels
Ultra premium Tequila
for six months in small handmade batches for
launched in the USA in
a mellowed taste and a pleasing bouquet. For
the early 80’s. Since its
more information, contact Gymel at ela-
original launch, Chinaco has
gaveg@yahoo.com.
become a favorite of selective consumers
looking for complexity and style unlike any
other. Only 6-8 year old Agave plants are
~ Tequila Grillos ~
While Tequila Grillos is a relatively new dis-
used in the production as well as small batch
covery for American tequila connoisseurs and
distillation gives Chinaco its complex style.
mixologists, it is also gaining an excellent rep-
Chinaco is available in Blanco, Reposado,
utation internationally as it is also available
Añejo and Añejo Extra. The Añejo Extra,
in Belgium, Japan, France and Holland—all
sold as Chinaco Negro, is sold in small single
countries that take premium level spirits seri-
lots and has already reached a cult status
ously. What sets this reposado tequila apart
among collectors and enthusiasts of ultra pre-
from others is that the spirit rests for up to
mium aged Tequila. For more information
eight months in white oak barrels. What
contact Henry Preiss of Preiss Imports at 760-
results is a lovely delicate golden amber color,
789-6010 or preiss@preissimports.com.
32 BIN 2 0 0 8 • I S S U E 5
TEQUILA SHOWCASE
a superb bouquet of dried fruits and brown and black pepper—an ideal base for a mar-
wood notes, and hints of hazelnut, almond, garita. The pale gold Reposado shines with a
chestnut, clove, pepper, vanilla and cinna- multi-faceted tropical fruit nose and smoky
mon. The talent behind this is Antonio finish. For more information, contact Tim
Suarez, a father and son operation focused on Boyd at tboyd@oroazultequila.com.
creating Tequila the old fashioned way. It is
bottled in Tequila, Jalisco, at Casa Reyes ~ p.i.n.k. Tequila ~
Barajas S.A. de C.V. For more information, After causing a sensation with their ground-
contact Raul at 619-253-2400 or raul@best- breaking vodka, p.i.n.k. has recently unveiled
tequilaever.com. its p.i.n.k. tequila, the world’s first 80 proof,
ultra-premium, imported tequila made from
~ Hacienda Vieja ~ 100%, all estate grown, Blue Weber Agave,
Hacienda Vieja tequilas, meanwhile, enjoy a triple distilled, and infused with caffeine and
special cache as they are produced by the guarana. p.i.n.k. tequila is produced and
Banuelos family, which has more than bottled in Guadalajara, Mexico by La
three decades of experience not only in Cofradia - - one of the most prestigious
tequila making, but also growing and har- tequila manufacturers. The p.i.n.k.
vesting agave. While the family has been Spirits Company worked closely with La
one of the most respected families in the Cofradia for over eight months to pro-
industry, after selling their original brand duce the unique recipe for p.i.n.k. tequi-
to a large company, they have re-emerged la, which resulted in the creation of a
with the Hacienda Vieja brand, a mixto smooth, crystal clear tequila that tastes
which has already found great success in great on its own or as a foundation for a
its first year on the U.S. market, they are not variety of provocative cocktails. For more
finished yet. As of July 2007, they successful- information, contact John Perone at
ly launched their new 100% premium onto john@pinkspirits.com.
the market. For more information, contact
Jimmy Todd at jtodd@stollerwholesale.com. ~ La Pinta ~
While La Pinta produces a quality range of
tequilas, the new product they’ve launched
generating excitement is La Pinta
Pomegranate Tequila, a delicious combina-
tion of aged tequila and pomegranate juice.
The final product is left to marry and age for
over 12 months in oak to produce an ultra
smooth taste. For more information, contact
John Hanson at jhanson@tequilaspremi-
um.com.

~ Oro Azul ~
The translucent amber color and a nose of the
Anejo is suggestive of brandy, rum, bourbon
and vanilla with hints of toffee and sassafras
ensure Oro Azul is a sensory experience even ~ Tequila QV~
before one tastes it. Once he does, he’ll dis- Tequila "Querido Viejo" or Tequila "QV" is
cover a rich taste with the aromatics high- made with 100% pure agave, with traditional
lighted by this tequila’s medium body and brewing methods handed down from genera-
soft, silky core that leads to a finish of firm tions of tequila distillers. Each bottle is hand
wood notes. The Blanco’s nose is filled with crafted and our limited production ensures
scents of fresh baked agave, honeycomb, jas- that the quality remains consistently high.
mine and wild flowers with an unexpectedly Indeed there is "no shelf high enough." The
crisp palate of spices, tropical fruit, sea salt Anejo is particularly intriguing, as it is aged
34 BIN 2 0 0 8 • I S S U E 5
TEQUILA SHOWCASE
for two years in Canadian Whiskey oak bar- ery in La Quemada, Jalisco, has been encour- Centenario and La Vencedora, the fam-
rels, which imparts a distinct and sweet fla- aging 'organic nutrition’—taking the leftover ily’s two distilleries, each with its own
vor and nose. The Reposado is aged in white mulch from the fermentation process and production process. The mixture of the
oak barrels for an average of nine months, place it into a special, 90 day compost, at two exceptional juices, together with
unleashing a smooth taste along with a hint which time it becomes the aforementioned the time-honored process for crush-
of oak. All three varieties are medal winners super-rich nutrient that helps make their ing, cooking and fermenting, pro-
in the San Francisco World Spirits competi- plants pest-resistant. Additionally, they duces a very smooth, sweet taste
tion. For more information, contact 415- produce a raw, organic, diabetic-friendly inherent in the quality of the fam-
531-2007 or harry@tequilaqv.com. agave nectar that is uniquely made with- ily’s estate-grown agave. Tequila
out the typical "bleeding" and "slashing" Siete Leguas Distillery is located in
associated with other processes. They are Atotonilco el Alto, Jalisco,
also active with various charities and earth- México. Since its founding in 1952
friendly causes like Leo Di Caprio's 11th by Don Ignacio González Vargas, Tequila
Action Hour, Sustainable Africa, and Sea Siete Leguas Distillery has sold its tequila in
Turtles.Org. For more information, contact México under its own Siete Leguas trade-
Enrico Cariso at 310-429-7888. mark. This distillery is also credited with
lending its original formula to the Patron
~ 7 Leguas ~ brand for many years. For more information,
For more than 50 years, Tequila 7 Leguas has contact David Grapshi at Gemini Spirits
distinguished itself through a proprietary for- and Wine at 925-256-6994 or dgrapshi@saz-
mula combining agave “juices” from El erac.com. ■

~ 3 Amigos ~
This high quality “circle of friends” includes
Anejo, Reposado and Blanco varieties and is
produced in Tepatitlan, in the region of Los
Altos de Jalisco. The area’s red rich soil and
inclined land produces superb Agave Azul
Tequilana Weber. While the producers bill-
board the fact that the Tequila 3 Amigos is a
small business that holds a high standard of
making a quality Tequila (it is twice distilled
for refined flavor and body), they also take
pride in growing, maintaining and harvesting
their own tequilian a weber agave from organ-
ic earth. For more info, call 623-536-3201.

~ 4 Copas Organic ~
While 4 Copas is heir to a history of tequila
production, it is also a newer brand with its
eye on the environment. Company presi-
dent Chris Melendez points out their distill-
36 BIN 2 0 0 8 • I S S U E 5
BRAND PROFILE

SPECIAL “K”
In the 1990’s, maverick entrepreneur Kedar
Massenburg founded “neo-soul,” a new genre
of music. Today, he’s brought that same soul to
K’orus, a new genre of wine.
innovative techniques. Massenburg knew that his partner’s prolific

T
he Brooklyn, NY native was a District Manager for Pepsico
Corp and handled sales work at SmithKline Beecham Clinical background in spirits was the perfect pairing for his own savvy with-
Labs Pharmaceuticals in 1986 before going to law school. in the African-American market.
As an artist manager, Massenburg oversaw the careers of “Our wines, French-made but in a style appealing to the
Stetsasonic, Vertical Hold (with Angie Stone) and D'Angelo. Soon American palate, was specially created to introduce novices to the
after, he founded the recording and publishing side of Kedar diverse and expansive world of wine,” notes Massenburg. “To give
Entertainment and signed Erykah Badu and Chico DeBarge to deals. our customers a sense of history, we decided to make K’orus in
He sold the company to Universal Music Group in 1998 and went Bordeaux, France, because this is where it all began with (wine) pro-
on to become the chief of Motown Records where he helped make duction dating back to Roman times. The K’orus experience is intend-
soul diva India.Arie a household name, established KEM as a force ed to remove the intimidation factor and open the door to a life-long
to be reckoned with and revived the careers of The Temptations and exploration of wine from different regions and vintners.”
Michael McDonald, to name a few. Recently, the enterprising mav- While Massenburg and Robicquet recognized that the industry
erick became the proprietor of his very own wine company, K’orus. overlooked African-Americans, a powerful and trendsetting consumer
Though still developing new entertainment projects under his own group, they viewed this gap as an opportunity to create a premium
umbrella, Massenburg has also stayed busy since his departure from product that would empower this consumer group to be more confi-
Motown by venturing into a business focused on his other passion— dent when choosing and drinking wine.
fine wine—and bringing quality chardonnay, cabernet sauvignon “K’orus is for US,” quips Massenburg. “K’orus is the first line of wines
and merlot to a wide and increasingly sophisti- to embrace African-Americans and their lifestyles
cated audience. Four years ago, after working through marketing and advertising. When we first
as a consultant with Jean-Sébastien Robicquet introduced our cabernet sauvignon, merlot and
(respected oenologist, master distiller and chardonnay three years ago, the goal was to
founder of EuroWineGate, Massenburg real- demystify wine and encourage African-Americans
ized there was an untapped market—upwardly to learn about it. As a consumer, I was also
mobile African-Americans. As he became more intrigued by the potential health benefits of drinking
experienced in wine production, he recognized wine in moderation, especially since African-
there was a creative way to marry together the Americans have among the highest rates of heart
appeal of a French-made wine with flavor and disease and hypertension. Research has indicated
body that speaks to American palates. Kedar Massenburg that Resveratol, found naturally in the skin and
The ensuing Massenburg and Robicquet seeds of grapes used to make wine, has heart-
“...the K’orus experience is intend-
partnership has produced K'orus. a visionary healthy benefits. (We believe) the pleasures and
ed to educate newcomers to the
fusion of their individual expertise. Drawing benefits of wine should be available to all
wine world and remove the intimi-
upon his family’s long legacy in the industry dat- Americans, and an integral part of the K’orus
dation factor and open the door to
ing back to the 17th century, Robicquet found- vision is to be inclusive and encourage everyone
a life-long exploration of wine from
ed EuroWineGate in Cognac, France in to learn about and enjoy wine.”
different regions and vintners.”
2001, focused on developing ultra-premium K’orus Wines are distributed by Southern
products combining French craftsmanship with – Kedar Massenburg Wine & Spirits. ■

38 BIN 2 0 0 8 • I S S U E 5
COMPANY PROFILE

Castle Brands’
Portfolio Reigns
Supreme
Though Castle Brands boasts a king’s ransom of products from around the world, they are fit-
tingly celebrating their milestone decade in the industry with the release of ten Knappogue
Castle Whiskey “Castle Collection” cases. Mark Andrews,who founded Castle Brands in
1998 with one brand--Knappogue Castle Whiskey 1951 (inherited from his father) —is pour-
ing time, money and commitment as the Chairman of Castle’s Board of Directors to keep the
THE DEBONAIR
company’s success flowing.
According to Kelley Spillane, Castle’s Marketing point person, when it comes to bringing
high quality products into the market, the company has always been on the cutting edge. Their
THE DEBONAIR successful ten year formula has been fearless, yet calculated. With that in mind, Andrews and
1/2 oz Clontarf Irish Whiskey his team developed an award-winning, vintage-dated Knappogue Castle Irish Single Malt
1/2 oz Berentzen Apfel Korn Whiskey at a time when single malts form Ireland were an anomaly and most of the better
1/2 oz simple syrup
known top-shelf Irish whiskeys were blends.
1/2 oz lemon juice
Andrews Sr., purchased casks of aged pure pot still whiskey in the 60’s, stored them, and
Shake over ice and strain into a martini glass. bottled them at their peak. Knappogue Castle was a natural fit as he named it after the castle
Top with Brut champagne. he owned in Ireland. The last of his whiskey, Knappogue 1951, aged for 36 years in sherry
casks, is the oldest and rarest Irish whiskey in the world. Years later, the younger Andrews’ cal-
culations paid off, with a memorable Irish Whiskey with sweeter notes (as opposed to smokier
THE PALLINI PALMER Scotch whiskeys) that helped broaden and redefine a familiar category. Today, it is one of the
2 oz Pallini Limoncello fastest growing whiskeys in the industry.
4 oz unsweetened iced tea
Spillane continues to explain that with all product categories, as with the whiskey, Castle
A unique take on the classic Arnold Palmer Brands looks carefully at trends and growing segments in the market and capitalizes on them,
(1/2 iced tea and 1/2 lemonade) ultimately leading to a stunning portfolio of other premium and super-premium brands including
Boru Vodka, Gosling's Rum and Pallini Limoncello.
The traditional Italian spirit Limoncello, for example, is one of Castle Brand’s other signifi-
FINN MCCOOL
cant success stories. Unlike Whiskey, which has a clearly defined and very specific audience,
1 1/2 oz Clontarf Irish Whiskey
Topped with green tea Andrews recognized that Limoncello had the potential to appeal to a variety of market seg-
Dash of Green crème de Menthe ments, thanks to its sweetness, color and versatility, as well as his awareness of consumers and
Served in a highball over ice mixologists looking to shake up their cocktail experience with new spirits options.
Garnish with a couple of mint sprigs Castle Brands is also celebrating their success by moving on to new product launches in
more categories, including the release of a 100 % organic Tequila, in the fall offering three
NOTE: If fresh-brewed green tea is used, sim- types of Tequila, Anejo, Reposado and Blanco, all with environmentally friendly packaging and
ple syrup may be added. Mass produced recycled glass bottles. Spillane (who previously served at Seagram and Diageo USA), mean-
green tea (Snapple, Arizona, etc. already has while, has taken his big company work ethic and blended it with a a true blue entrepreneurial
sweetness added) spirit to maintain the growth of the brands in Castle’s diverse portfolio.
Finn McCool is named after the Legendary “As a start up we were able to offer distillers and retailers a unique opportunity that the big
“Giant” who created the Giant’s Causeway off companies could not,” Spillane concludes. “If we tried to follow a mold, we would have been
of the Antrim Coast in Ireland stepped on.” ■

40 BIN 2 0 0 8 • I S S U E 5
BRAND PROFILE
When “Sames” Tried
Something Different
There are many legends surrounding the
invention of the “Margarita.” However, it is
no mystery that the cocktail—given that it’s
made with the best ingredients, including a
fine tequila and Cointreau—is one of the
most enduring quenchers around.
One popular theory is that American-
born Margarita Sames introduced her own
namesake drink in 1948 at her Acapulco
bar as a special treat for her clientele of
famous hotel and restaurant people.
According to her account, she used one part
Cointreau, two parts tequila and one part
lime juice for her “Margarita.” Aware that
most people drank tequila following a lick of
salt, she opted to garnish her cocktail with a
festive rim of coarse salt. Though Sames
moved to El Paso, TX in 1958, she kept the
party going for years. In 1982, she even
Real A-Peel
Cointreau, the legendary orange liqueur, has it both
appeared on NBC's Today show to demon-
strate the correct way to make a Margarita. ways—as a classic bar staple and as a modern luxury
Margarita’s Margarita
1 oz Cointreau
2 oz Tequila
.5 oz lime juice Can a spirit be both timeless and trendy? In Barthélemy-d'Anjou, a suburb of Angers,
Shake and strain into a salt-rimmed margarita the case of the legendary, 160 year-old France) has maintained its vibrance, vitali-
glass, and garnish with a lime wheel or slice. Cointreau, “Mais oui!” ty and stylish cache for generations, thanks
Look no further than the new and glam- to the emphasis on using only the finest nat-
The innovation that Sames introduced is orous global brand ambassador Dita Von ural ingredients, which includes sweet and
alive and well today, thanks to Cointreau’s Teese, who projects both a 1940s burlesque sour oranges sourced from all over the
vivid flavor and versatility. aesthetic and a modern air of confidence as world, including Spain, Brazil and Haïti, to
Cointreau’s new face. Both she and the achieve its uniquely rich, multi-dimension-
Cointreau Teese equally fashionable and elegant Cointreau al flavor. The liqueur is initially crystal
This unique cocktail, created by Dita Von bottle are captured by noted French fashion clear, with 40% alcohol content made from
Teese captures the essence of the woman photographer Ali Mahdavi, who is spinning the distillation of the sweet and bitter
and her favorite spirit. this iconic imagery as effectively as he has orange peels, and then blended with natural
for such designers as Karl Lagerfeld and alcohol, sugar and water selected for their
1.5 oz Cointreau John Galliano. The bottle of Cointreau absolute purity and neutrality of taste.
3/4 oz Apple juice becomes almost a perfume in the hands of Cointreau, of course, can be and is
.5 oz Monin violet syrup Dita Von Teese, radiating an aura of sensu- enjoyed as an aperitif. Thanks to the propri-
.5 oz Fresh lemon juice ality about the woman and her spirit of etary, balanced recipe, however, Cointreau
Frost ginger around the rim of the glass. choice…and in turn, the equally stylish continues to excite mixologists and bar-
consumer who seeks to embrace the feeling tenders, adding dimension to time-tested,
and the lifestyle. enduring libations such as the Margarita and
The evocative imagery highlights the Cosmopolitan and new recipes that con-
Cointreau’s new marketing approach, spin- tinue to attract people to the brand. Unlike
ning its 160 year history and eternal versa- ordinary Triple-Secs, Cointreau has very dis-
tility into an appealing theme the brand tinctive qualities, including soft-edged body
refers to as “Be Cointreauversial,” making that turns opalescent on contact with ice,
just as much of an impact in the separate which then projects a delicate taste that lit-
advertising campaign as well as the promo- erally explodes on the palate and reveals a
tional web site (http://www.cointreau.com) well-tempered tone. It is a kind of magic
and on-and off-premise materials. that has been effectively bottled, of course,
Cointreau (still produced in Saint- in the trademark amber-colored bottle. ■

42 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

POUR SOME
SUGAR ON ME!
The broad and versatile rum category
stays fresh, thanks to a mix of new
products, classic bar staples and a
few surprising twists to the successful
centuries-old formula.
By Elyse Glickman

Like any other family, the Rum clan is diversified and complex, trac- rum is made to have a much stronger flavor and is usually colored
ing its origins back through the centuries to different countries. with burnt sugar syrup. Overproof rum, as the name implies, is much
They share a common ancestor, Sugar Cane, which was fruitful and stronger than average rum, usually over 60% abv. Spiced rums are
multiplied into sugar cane juice, sugar cane syrup and molasses (a by actually that, rums that are flavored with spices, and then there are
product of cane sugar manufacturing) are the only things that rum the flavored rums, which may be infused or flavored with one or
may be made from. Though the original spirit’s origins are quite more fruits.
humble, as a by-product spirit imbibed by laborers and slaves, by With so many different choices within the category, it is no won-
1651, it was in widespread production in the Americas and the der rum continues to make history!
Caribbean.
Not surprisingly, in time, every sugar cane plantation became a HISTORICAL RUM-ANCE
rum distillery as a way to profit from the recycling of waste products. Homere Clement, based in French Martinique, came up with a new
Soon more care was used during the process and fine rums were way to upgrade rum production in the 1800s. At that time, sugar
being made. The high temperatures, fast fermentation, barrel aging prices had dropped and it was being made and sold much cheaper in
and other factors transformed the humble spirit into a connoisseur’s other areas than possible in Martinique. Clement tried fermenting
treasure, thanks to its rich body and sweet flavor. By the mid 1600s, fresh pressed sugar cane juice into a wine (called vesou) and distill-
there were rum distilleries in the American colonies. Though politi- ing this, and what is now called Rhum Agricole (Agricultural Rum)
cal uprisings and history placed rum production squarely in the was born, which in turn was developed into a prestige spirit.
Caribbean, the family continued to grow over decades and genera- The efforts produced a rum that was more like a cognac—
tions, with impressive offspring: white/light, amber/gold, aged, more complex, earthy and refined. This led to France recog-
dark/black, overproof, sweet, dry and spiced, flavored.
All rum is aged for a period of time in oak casks, and often in
those used to age Bourbon. White/light rum is only aged for a
short period of time and may be filtered to remove any coloring
it developed during the cask aging process. Amber/gold rum,
meanwhile, is aged for a few years to develop a mild color and
flavor. Aged rum is barreled for up to 12 years to develop a strong
and mellow flavor and darker color. Sometimes caramelized or
burnt sugar or molasses is added to increase color. Dark/black

44 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

Rum may be spelled in different ways but


it basically means much the same thing.
Rhum in French, Ron in Spanish, or
Rum in English.
nizing an Appellation d'Origine Controlle rum section. Given their versatility for
TRADER VIC’S: (AOC) system to distinguish grades of rum. cocktails or straight, you can see these are
AN AMERICAN CLASSIC As one of the elder statesmen in pres-
tige rum, Rhum Clement, keeps its name
rums that actually are very complimentary.
Our style is unlike any other rum in the
Peter Seely, CEO of Trader Vic’s
and reputation fresh by reinventing itself world and is changing people’s opinion of
Gourmet, and their Holding Company,
brand-wise. Today, it is the leading produc- rum just as the first premium tequilas
Nubeco and grandson of Victor J.
er of A.O.C. Martinique Rhum Agricole, changed the market’s mind set for what
Bergeron a.k.a “The Trader”, who
begetting rums that have unique flavor pro- tequila was ten years ago.”
founded Trader Vic’s and created the
file as they are produced from aromatic
ageless Mai Tai, perceives rum’s appeal
as multi-generational, and feels the histo-
free-run sugarcane juice. This results in a SWEET, NEW (ER) IDEAS
nose of wild flowers and fruit as well as dry, Today, new varieties are coming into the
ry of rum in America has a special draw
vegetal, beany flavors and a smooth well- world and stirring up excitement. p.i.n.k.
all its own, in a similar way to the origi-
balanced finish. rum, for example, stakes its claim as the
nal Martini in its category. While the
Première Canne V.S.O.P, one of its world’s first 80 proof, ultra-premium white
mention of “Mai Tai” evokes memories of
most prominent offerings at the moment, is rum, imported from Holland, distilled from
tropical vacations and poolside parties,
a sophisticated white rum with clean, bal- the finest black strap sugarcane molasses,
go deeper into history and you’ll really
anced and crisp aromas and flavors that and later infused with caffeine and
find something to raise your glass to (and
makes it a superb base for classic and mod- guarana. The recipe for p.i.n.k. rum con-
sell some rum or cocktails in the process).
ern cocktails. It’s Créole Shrubb, mean- tains a blend of 3-to-5 year ultra-premium
“My grandfather invented the Mai
while, is also a fantastic cocktail component aged rums from the Caribbean before the
Tai in 1944,” states Seely. “Some of his
as well as a recognized “secret ingredient” magic ingredients find their way into the
friends who lived in Tahiti decided to
for dishes created by some of the world’s top spirit. Its ultimate appeal? Enabling mod-
ride out the war in Piedmont. Seeing
chefs. Clément’s aged rums, meanwhile, ern consumers to enjoy all of their favorite
how much they missed the flavors of
enjoy a continued following, especially in rum cocktails, while experiencing the
home, he created a cocktail with Wrey
California. energizing benefits of caffeine and guarana.
& Nephew Gold Rum, a fine 17 year-old
“These three items represent the RedRum, meanwhile, trumpets the
rum and other ingredients. His friends’
strength and versatility of A.O.C Martin- start of its second decade in the spirits
response was, ‘Mai tai roa ae,’ which
ique Rhum Agricole and of our portfolio,” world with the 2008 launch of Jolly Roger
means, ‘The very best.’ Not surprisingly,
says EVP Benjamin Mélin-Jones, who also Coconut & Key Lime Rum. This contin-
it caught on, and a regular recipe was
happens to be a fourth generation Clément ues its tradition of carving a niche by
developed initially using an ounce of the
and teamed with Wine Warehouse for a bringing together trendy themes and hand-
Wray & Nephew (now marketed under
major retail push. “They represent different made quality rums. With the new flavor,
the Appleton name) and one ounce of
styles of rum that have different usage for as with existing products, the packaging
the Rum St. James (of Martinique by way
any high-end restaurant, bar or lounge as takes full advantage of rum’s historic ties
of France), along with Orgeat syrup
well as standing as staples of any retailer’s with Pirate culture, the company keeps
(now made in-house), _ ounce of a fine
Orange Curaçao, juice of a whole lime
and a dash of rock candy syrup (a sim-
ple syrup) we make in house.”

Mix the following in a cocktail shaker


with ice:
1 ounce Trader Vic’s Dark Rum
1 ounce Trader Vic’s Gold Rum
3/4 ounce fresh lime juice
1/4 ounce simple syrup
3/4 ounce orange Curacao
1/4 ounce orgeat

Garnish with fruit and mint.


46 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

Rum sales are sure to sizzle this summer with the revival of Tiki Cocktails. Modern-
day Mai Tais, Pina Coladas, Daiquiris, Slings and tropical Punches also incorpo-
rate today's super premium and flavored rums to make for superior drinks.

rum young and fresh with the product range, including the festive- Hula Girl?” said Lisa Shawver, who founded the company with
and festively packaged-RedRum, VooDoo Spiced Rum and Jolly husband Billy. “We are banking that the popularity of tropical
Roger Caribbean Rum. “We encourage bartenders and customers to drinks and the universal love of Hawaii will help us make Hula
enjoy RedRum, VooDoo & Jolly Roger just as they would normally, Girl Beverages a worldwide hit.”
combined with fruit juices, sodas, or blended in exotic foo-foo Marsalle’s new rum arrival, Lt. Dan's Rum, noted to be one of
drinks-- they simply make your favorite rum cocktails taste better,” the hottest new spiced rum varieties to be introduced into the
says company CEO and founder Dan DaDalt emphatically. “When American marketplace, is distilled from sugar cane and the unique
we launched in 1997, there were only a few flavored rums on the combination of the type of yeasts employed for fermentation, distilla-
market. In the past few years the trend has definitely gone towards tion method, and aging conditions, give this product a very rich and
flavors, so I guess you could say we were ahead of the game.” characteristic flavor. Made with molasses, water, mash and yeast, Lt.
Dan's Spiced Rum is distilled in a continuous still and aged in oak
THIS (OTHER) SIDE OF PARADISE barrels for up to a year, adding a golden color and character to the
Other emerging brands, meanwhile, are taking risks by challenging rum before the flavors and spices are added. The brand’s taste is
consumers with new ideas—such as the fact that good rum-based achieved through a proprietary recipe, which is blended into the rum
spirits can be inspired by Pacific side of the tropics. Hula Girl mixture at the final stages of production, making use of spices indige-
Beverages, is not only making the traditionally Caribbean spirit go nous to the Caribbean Islands.
Hawaiian, but also putting all the 20-proof fun of mixology into a Though the Cruzan Rum Distillery has been producing fine rums
bottle in the form of Bikini Bling, Moonlight Mai Tai, Sunset in St. Croix, U.S. Virgin Islands since 1760, and in recent times has
Sensation and Wild Wahine. been honored for its ultra premium segment of rums, it’s Cruzan’s
“The drinks were inspired by the beauty and flavors of the family of tropical flavors that have bartenders, buyers and retailers
Hawaiian Islands, so what better place than Honolulu to launch buzzing. With creative artisan cocktails bringing more and more
CATEGORY FOCUS
According to the Distilled Spirits Council, in 2007,
rum consumption in the U.S. was up to 23.5 million
9-liter cases, generating over $2 billion in revenue for
distillers. Super-Premium brands drove growth - increas-
ing around 43% in volume from 2006 to 2007.
consumers to the rum category, variety by their toasted apricot taste and amber
indeed is the spice of life. The rainbow of color, and gentle effect on the palate) have
Cruzan’s Tropical Rums is made up of done just that, as the sugar-based offspring of
Raspberry, Coconut, Mango, Vanilla, The Patron Spirits Company.
Pineapple, Vanilla, Banana, Orange, Citrus “We take great pride in our portfolio of
HOT TIKI COCKTAILS and the new Black Cherry flavor—a deli- Pyrat rums, the result of over 10 years of
cious selection of flavor “experiences” that negotiating the purchase of delicious aged
REDRUM ON THE BEACH blend harmoniously with juices, mixers and rums from the Caribbean’s premier rum pro-
2 oz. RedRum even with one another. ducers – we have the very best rum in the
1 oz. 7-Up There is a significant category-wide shift world,” says Ed Brown, president and CEO
1.5 oz. orange juice taking place in terms consumer preferences, of The Patrón Spirits Company. “Some of
.5 oz. Grand Marnier according to Tom Valdes, President of the rums carefully selected to bring Pyrat to
Mix with ice and serve in a glass or Todhunter Imports, Ltd., worldwide marketer life are over 40 years old, which when fur-
strain into shot glasses. of Cruzan Rums. "Rum consumers are choos- ther aged in some of the finest imported oak
ing flavored rums in place of light rums as barrels, produce flavor complexities not
COLADA NUEVA DOSE their new choice of spirit," Valdes said in a found in most other rums. Pyrat rums are
.75 oz Tommy Bahama White Sand recent interview with Beverage Business. aged in a combination of French Limousine
.75 oz Malibu Coconut "Consumers have discovered that flavored oak barrels and specially toasted American
.5 oz lime juice rums are very pleasant to drink straight up, sweet oak barrels. As a final result, Pyrat
1 scoop of coconut sorbet over ice or mixed. The popular flavored rum rums are distinguished by their toasted apri-
1 oz pineapple juice brands tend to be less than 30% alcohol by cot taste and amber color, and are gentle on
1 cup ice volume, and when mixed with other mixers the palate, never heavy or harsh.”
Add all of the ingredients to a blender offer even less alcohol by volume in a tall Before 2007, meanwhile, Tommy
and blend. Pour into a wine glass. drink. Bartenders tell us that Cruzan flavored Bahama was a lifestyle brand of clothing
Garnish with a pineapple wedge. rums are a delight to develop new rum cock- beautifully packaged in boutiques that cap-
tails. They are natural tasting and blend very tured consumers’ imagination about the
MADAME CLÉMENT well with other natural juices." “good life.” Then Sidney Frank stepped up
1.5 oz. Clément Première Canne to the plate to carry the lifestyle further,
1.5 oz. fresh pineapple juice RUMS THAT MAKE A STATEMENT from the closet and (later) themed restau-
.75 oz. fresh lime juice Tommy Bahama and Pyrat rums, meanwhile, rant to local bars and retail stores. For
A dash of grenadine. Lime peel garnish. could be a sub-category onto themselves-- Memorial Day and Summer 2008, Tommy
rums conceived in the Caribbean but deliv- Bahama Ultra Premium Rums offered cock-
CARIBBEAN CRUSH ered for upwardly mobile rum drinkers look- tail recipes to on-premise mixologists and
3 oz Coconut Milk ing to make a statement about themselves by consumers that further drive home the
1/3 Ripe Banana what they drink. Tommy Bahama overall lifestyle message of
1/2 oz Baileys Original Irish Cream Certainly the Pyrat rums (characterized fine living. ■
1 1/2 oz Pyrat XO Reserve
1 Scoop of Ice
Blend all ingredients together for 15-20
seconds. Garnish with whipped cream
and roasted coconut.

RUM RUNNER
1 oz. Admiral Nelson's Premium
Spiced or Coconut Rum
.5 oz. Arrow Blackberry Brandy
.5 oz. Arrow Creme de Banana
Add a splash of pineapple and orange
juice, grenadine and dark rum. Shake
well and serve over ice.
50 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

CUTTING TO
THE CACHAÇA
Meet the vivacious cousin to rum that’s
taking bars and retailers around the US
by storm.

With interest in exotic flavors and experiences going strong in the lation and tends to be cheaper. Dark cachaça, seen as a "premium"
States, it is no surprise that Cachaça and its very own signature variety, is aged in wood barrels and meant to be drunk pure with fla-
cocktail, The Caipirinha, have set fire to the mixology world and vors influenced by the type of wood the barrel is made of.
bar scenes around America. As Cachaça was originally known as Cachaça, like its Caribbean cousins, has a heart of sugar cane.
“fire water” in its early days, however, this should come across as no However, what gives the spirit its lightly nuanced flavor is that it is
surprise. The only thing that can be a surprise is that it took so long distilled from pressed sugarcane rather than molasses or sugarcane
for this festive cousin to rum to catch on, even as the Caipirinha is juice. Its increasing popularity is a sweet trend, according to the
now being touted as this year’s “Cosmo.” In some circles, it is even Distilled Spirits Council of the US. Its database reports that 80,117
being marketed as “the cocktail of the 2008 Recession,” thanks to cases of Cachaça were sold in 2007, and thanks to an annual 50%
the fact it can satisfy a collective desire for sophistication and flavor growth rate and rise of The Caipirinha, sales could reach 18.4 mil-
in its simplicity. lion in 2008. The following brands, meanwhile, are among those
Cachaça, like its cousin Rum, has a storied history. According
to records, it was discovered by local workers at the sugar mills in
the early to mid 1500’s near the region of Sao Vicente, when the
sugarcane juice (garapa) at their mills cooked and left standing,
would "sour" (ferment) and turn into a mild alcoholic beverage. Like
rum and other spirits at that time, it was cheap and consumed by
slaves, peasants and members of the lower class. However, thanks to
improvements in production methods, distinctive aging techniques
and effective marketing, Cachaça stands as most popular distilled
alcoholic beverage in Brazil, with 1.3 billion liters produced each
year. Currently, there are more than 4,000 different brands of
cachaça available in Brazil, with the most popular among those find-
ing their way onto our shores.
Artesanal cachaças, which constitute the majority exported to
the U.S., are produced by thousands of small mills in copper pot
stills around Brazil. The resulting product comes out in three batch-
es: head, core and the tail. Most makers take only the "core" and
bottle or store it in wood barrels for aging. Its aged in barrels made
from a great variety of native or exotic trees such as balsam, almond,
cherry, oak and several others which influence the flavor. Typically,
artesanal cachaças are drunk straight or in cocktails by high end
consumers. White cachaça is usually bottled immediately after distil-
52 BIN 2 0 0 8 • I S S U E 5
CATEGORY FOCUS

credited for prompting consumers and quality has led it to be embraced by mixolo- sponsorship role in this summer’s upcoming
retailers to chase Cachaça. gists and sophisticated consumers in the Tales of the Cocktail in New Orleans.
most exclusive locations – places cachaça
CABANA would never have worked in before.” SAGATIBA
Established in 2006 by Matti Anttila, a Marcos de Morae was vacationing in the
New York investment banker turned spirits BOCA LOCA Mediterranean when he noticed that
entrepreneur in his 20s, Cabana brings Boca Loca, a full-bodied cachaça with subtle Cachaça was gaining popularity world-
Cachaça to life as a smooth, versatile elixir floral notes mingled with melon, honey and wide. He also noticed, as a proud
with a distinctive and rich flavor. Cabana, a pure sugar cane finish, comes to 24 states Brazilian, philanthropist and environmen-
the first imported Cachaça to be hand craft- in the U.S. market in a clear, lean and talist, that the representations of the spirit
ed in small batches, double distilled in cop- clean bottle with a striking logo. Inside the he sampled outside of Brazil were clearly
per stills versus single distilled in columns bottle, it has all the qualities expected in a not the best. This drove him to launch
and mellowed for six months in Brazilian premium spirit from the hand harvesting of Sagatiba, which he describes as the first
Jequitiba barrels, is also noted for its inno- the sugar cane at its peak of sweetness global premium Cachaça, in 2004.
vative production process, which strips out through to single batch fermentation and Sagatiba (which translates to, “The
the impurities to isolate the desirable char- hand bottling. Infinite Saga”) is multidistilled to retain
acteristics. While Boca Loca is preparing for distinct flavor characteristics with a soft
“We set out to introduce something launches in the UK and Germany, it also aroma that’s fresh, lively, and delicate. It
American consumers had never experienced has several flavored Cachaças in the works. complies with rigorous multi-distillation
– a truly super-premium cachaça, worthy of While the introduction date of the flavored quality standards while maintaining its
sitting alongside Grey Goose, Patron and variation has yet to be set, other improve- smooth taste and fresh, stimulating bou-
other super-premium and luxury category ments are underway, such as a new sleeker quet. This highly versatile spirit is a per-
leaders,” says Anttila. “Thanks to an inno- bottle with their screw top enclosure. To fect match for classic cocktails, as it is
vative production process developed by our further boost its profile among mixologists carefully crafted to inspire creative mixol-
master distiller, Cabana’s versatility and and members of the trade, it is assuming a ogy and behind the bar inspirations.

Authentic Handcrafted
Brazilian Cachaça
DRINK RESPONSIBLY! ©2007 Meyer Marino Import Company. BOCA LOCA is a Registered Trademark. 40% ALC/VOL (80

BOCA LOCA® (Portuguese for “Crazy Lips”) is a Premium handcrafted Brazilian Cachaça,
PROOF). Produced and Bottled in Brazil. Imported by Meyer Marino Import Company, Denver CO.

made from pure, pressed sugar cane. BOCA LOCA is single-batch fermented and distilled,
making it smooth, full-bodied and fragrant. BOCA LOCA tastes great straight up or in mixed
drinks and captures the excitement and craziness of Carnaval!
Ask for it by name, ask for BOCA LOCA!

www.DrinkBocaLoca.com
CACHAÇA RECIPES
These cocktails are steeped in history and are as easy to
make as they are to enjoy. They provide the perfect talking
points to add to any cocktail list.

The Caipirinha Juice of 1 lemon, hand-squeezed


A cold cocktail made of cachaça, 1 oz Essensia Orange Muscat
limes, and sugar. It is the most famous Dessert Wine
Brazilian cocktail, the most popular In the bottom of a glass, muddle
in Brazil. The unique combination of together cumcumber and sugar, shake
sour (lime) and sweet (sugar) with all ingredients with ice, pour contents
the strong taste of cachaça makes its into a tall glass and garnish with a gin-
character. ger wedge inside the cocktail.

The Classic Caipirinha Maçã Martini


2 oz Cachaça (By Jamie Terrell)
1 teaspoon sugar 2 oz Sagatiba Pura
1 lime, quartered 1/2 oz elderflower cordial
Club Soda 1/2 oz fresh pressed lime juice (juice
of half of a lime)
In the bottom of a 2 1/2 oz apple cider
glass, muddle togeth-
er the lime wedges Shake all ingredients in
and sugar. Add Cachaça, a splash of a cocktail shaker with
club soda and plenty of ice. Mix well. ice and strain into a
Pour into an old-fashioned glass. martini glass. Garnish
with an apple disc and
The Brazilian Wax mint sprig.
2 oz Cabana Cachaça
Sagatiba Pomegranate Mojito
Pineapple juice
1 1/2 oz Sagatiba Pura
Club Soda
1/2 fresh lime cut in 4 wedges
1/2 teaspoon of Triple Sec
4 – 6 mint leaves
Add ice to a high- 2-3 teaspoons superfine sugar
ball or rocks glass. 2 oz pomegranate juice
Pour equal parts
Muddle lime, mint and
Cabana Cachaça
sugar in a cocktail shak-
and pineapple
er. Add Sagatiba,
juice. Add a splash
pomegranate juice, and
of club soda and triple sec. Stir and
ice. Shake well and
garnish with a lime slice.
serve in a long glass
with mint garnish.
Cabana Libre
2 oz Cabana
Sangre de Fresa:
Cachaça
(developed with Jeff Hollinger)
Cola
2 Strawberries, tops removed,
Wedge of Lime
and quartered
Pour Cabana 4 to 5 leaves basil
Cachaça and Cola 1/2 oz balsamic syrup
into a chilled high- 1 1/2 oz Boca Loca Caçhaca
ball glass filled with 1/4 oz Cointreau
ice. Stir and garnish with a lime. 1/4 oz fresh lime juice
Shake all ingredients with ice, strain
Cucumber Caipirinha into a tall glass with ice, add soda
4 sliced and peeled pieces of water. Garnish with strawberry and
cucumber, 1/8-inch thick basil leaf.
1 teaspoon turbinado sugar
2 oz Boca Loca Cachaça
INDUSTRY NEWS
Brewing Co. continues to brew new and innova-
tive beers. Awards mean a lot, but Quality is
everything. You can find more information at
www.leftcoastbrewing.com or www.oggis.com.

Chaplins making presentation

SIMON WIESENTHAL CENTER


BESTOWS SPECIAL HONOR
TO MEL & BOBBI DICK
The Simon Wiesenthal Center bestowed Mel
Dick, senior vice-president of Southern Wine &
Spirits, and wife Bobbi with the 2008 Simon
Wiesenthal Legacy Award for their passion,
support, and commitment to the Center's mission
to generate change and confront global anti-
Semitism and intolerance. Dinner chairmen for
the evening were Harvey Chaplin and Wayne
Chaplin, both of Southern Wine & Spirits, who HAVE A "CELEBRASIAN" WITH
presented the award to Mel and Bobbi. TSINGTAO BEER'S SUMMER
RETAIL PROMOTION
Tsingtao Beer's Summer "CelebrAsian" promo-
tion will make this a summer to celebrate all
things Asian. The off-premise promotion sup-
porting Tsingtao Lager and Tsingtao Pure Draft
will run in June and July.
Tsingtao will team with popular celebrity
Chinese chef Martin Yan to offer consumers a
chance to win a trip for two to China (where
legal). The trip includes 10 days of sightseeing
excursions to Shenzhen, Macau and Hong
Kong, plus one day of cooking classes at Chef
Yan's Culinary Arts Center. This unique sweep-
stakes will be promoted via take-one tear pads
distributed at Tsingtao Beer displays.
For California and Tennessee residents, con-
OGGI'S WINS GOLD AT sumers may purchase a Tsingtao bamboo
WORLD BEER CUP steamer kit, which includes a bamboo rice
Left Coast Brewing Co. who brews all of the steamer, dim sum bowls, chopsticks and place
Award Winning Oggi's Beers has won again. mats, which will be promoted via take-one tear
Oggi's/Left Coast won a Gold Medal for their pads distributed at Tsingtao Beer displays.
McGarvey's Scottish Ale at the 2008 World Tsingtao is also partnering with the leader in
Beer Cup in San Diego. Oggi's/Left Coast has authentic Chinese sauces, Lee Kum Kee, to offer
now won two Gold Medals at the World Beer a $1.00 IRC on any Lee Kum Kee product in
Cup. The previous Gold was for their Sunset chain grocery stores across select markets.
Amber Ale in 2004 that went along with their To support this multi-faceted promotion, an
Silver for the Caber Tossed Wee Heavy and a array of point-of-sale materials featuring appetiz-
Bronze for their Black Magic Stout (Available in ing food imagery will also be available, includ-
22oz Bottles). This Contributed to winning Best ing a five-case stacker bin, easel cards and
Small Micro-Brewery in the World. Left Coast tuck-in cards. Continued on next page.

58 BIN 2 0 0 8 • I S S U E 5
The Tea on Tap model eliminates the PURPLE MARKETING TEAM
“bottomless glass” phenomenon by using a ADDS BEVERAGE & SPORTS PRO
chic carafe, pre-portioning the serving size. Purple Beverage Co., Inc., announced that for--
Tea on Tap consists of a Mighty Leaf- mer New York Red Bulls of
designed 16 oz. glass carafe with a shot Major League Soccer
glass stopper for syrup, fruit concentrate, or Managing Director, Marc
garnishes. Venues can offer multiple syrups, de Grandpre, has agreed
which gives guests the opportunity to craft to join the rapidly-growing
their own iced tea beverage that is freshly beverage company as v.p.
brewed and much more palatable than tea of Marketing.
in a bottle. Tea on Tap is also environmental- Marc de Grandpre
During his tenure with
ly friendly since the carafe is reusable, elimi- the team's parent company, Red Bull North
nating the disposal of individual bottles! America, he developed and executed all market-
Tea on Tap marries front-of-house chic ing plans and strategies for its East Business Unit.
with the practicality of back-of-house service. He also established and upgraded the brand's
With Mighty Leaf Tea’s strong presence in consumer communication platforms, including:
hospitality and fine dining, their creation of sampling, collegiate marketing, event marketing,
Tea on Tap gives venues the ability to easily athlete sponsorship and media.
GIVE DAD A PERFECT customize their iced tea menus.
EXCUSE FOR AVOIDING HIS FUTURE BRANDS NEW VP OF
WORST WEEKEND CHORE SALES FOR WEST REGION
Sobieski Vodka, Poland's #1 premium Future Brands LLC announces the appointment of
vodka, introduces the Broken Lawn Mower Pryce Greenow to vice Pryce Greenow
cocktail to salute Dads this Father's Day, June president, sales-west
15. A variation on the classic Bull Shot, the region. Greenow reports
Broken Lawn Mower is made with Sobieski directly to Bill
Vodka. www.vodkasobieski.com. Newlands, senior vice
president of U.S. commer-
cial development for Beam
Global.
Prior to Beam Wine Estates, Greenow
worked at Allied Domecq Wines USA, where
he led trade marketing and creative services.
Greenow earned an undergraduate degree
from the University of Bristol, where he majored
in engineering. He earned "with distinction" his
Masters of Business Administration degree from
Harvard Business School.

GIN THE RIGHT WAY BOSSA NOVA ADDS


Right Gin was created by Lyons Brown, an TWO NEW EXECS
entrepreneur with an extensive background Bossa Nova, has added
in spirits, who hated the taste of gin. This Larry Wu and Joseph Sain
led to his creating the perfect gin. He dialed to its executive team as
down the spice and dialed up the citrus. chief operating officer and
MIGHTY LEAF TEA’S "We studied everything to ensure a highly senior vice president of
TEA ON TAP accessible taste profile. Our water is the soft- sales, respectively. They
Just in time for iced tea season, the compa- est we could find. It's Swedish. Our grain will report to Alton
ny that pioneered the silken whole leaf Tea base is corn – a unique approach that deliv- Larry Wu Johnson, Bossa Nova
Pouch™ is bringing the same innovative ers a little sweetness. Our eight botanicals founder and CEO. Wu's
energy and spirit of invention to the iced tea represent that finest available in six countries success in consumer strate-
sector with their new Tea on Tap™ program. on three continents and three islands. We gy spans many industries,
As 80% of the tea consumed in the distill each item individually to retain greater mostrecently as VP,
United States is iced, Mighty Leaf Tea control over the precise flavor profile – it's an Consumer Strategist for
founders Gary Shinner and Jill Portman decid- expensive exercise, but the results are excep- Iconoculture. Sain joins
ed the time was right to creatively address tional," adds Brown. "The result is a martini the company from
customers’ tastes and customize an iced tea that is simply gorgeous in the nude and a gin Joseph Sain
Cadbury Schweppes
delivery system with maximum profit potential that is highly mixable. It is a modern classic Americas Beverages where he was v.p.,
for venues in the upscale food and beverage for modern tastes, and it will bring new con- National Sales.
sector. That system is Tea on Tap. sumers to gin.
CATEGORY FOCUS

If You Think You Know


Pisco, Think Again
This misunderstood spirit combines the past and the present
creating a clear and bright future for the Peruvian spirit.

By Karen Loftus

P
isco has a longer history than most spirit categories, yet has
remained relatively unknown and wildly misunderstood. It was
in it’s day, poised to take the same prime position in the spirit
Pisco alambic copper pots world that tequila took thirty to forty years ago with the global success
of the Margarita. Yet, due to political issues in Peru, it’s mass produc-
tion and exportation was temporarily halted, preventing its world
domination, until now.

Many who think they know the catego- Chilean Pisco, like the popular brand
ry see it as a low quality spirit, which could- Capel, is made in a column still through con-
n’t be farther from the truth. It’s taken many tinuous distillation much like vodka and other
years for Peruvian artisan distillers and the neutral spirits. It is then aged in oak barrels.
government to now create this high standard Peruvian Pisco, such as Montesierpe, is made
for production. in copper pot stills, or occasionally more tradi-
According to Herbie Loebl of Pisco tional “flaca” in a batch process like Cognac.
Montesierpe, there has been a major boom It is rested a minimum of three months, but is
in the last 10 years with over 150 brands cur- not permitted to be aged in oak.
rently available. There’s also been a huge In addition, Peruvian Pisco must be
influx of interest and investment in this made from recently fermented musts from
expanding spirit category, naturally increas- one or more of the approved grape varieties.
ing the quality and the competition. Loebl And, it holds the unique distinction among
says, “Many new distilleries are competing distilled spirits of being distilled to proof,
and this only brings about innovation and a meaning the distiller has to skillfully create a
Pisco Sour perfection of the craft. We feel Pisco is spirit of 38% to 46% alcohol to which no
poised for a huge increase in consumption in water can be added. Virtually every other
PISCO SOUR: the US and the across the world over the spirit has water added to reach a nice, round-
Using 3 oz of Pisco, 1 to 5 oz Fresh lime next 5 to 10 years.” Look out! numbered proof of 70, 80, or maybe 86.
juice, 2 oz Simple Syrup, a bit of egg With the ever-increasing sophistication
white (all shaken vigorously) and then a Que Es Pisco? on both sides of the bar with mixologists and
dash of bitters for garnish. The Key is a If you are still wondering, what is Pisco? patrons alike, Pisco is an excellent spirit that
dry shake where all ingredients are shak- Pisco means two very different things to two can be used to diversify your cocktail portfo-
en without ice. The once the cocktail has somewhat rival neighbors: the South lio. In fact, the Kings of Cocktails, Star
a nice froth, add ice to the shaker and American nations of Chile and Peru. Both Mixologists Dale DeGroff & Tony Abou
shake again to chill. Serve without ice in nations produce Pisco, and both are, in the Gamin have already, gotten behind this sexy
a rocks or martini glass. broadest sense, unaged brandies made by fer- spirit in a big way, setting yet another trend
menting and distilling grapes. But, the in the market and at the bar. Pisco is defi-
results could not be more different. nitely ready for its close up. ■

62 BIN 2 0 0 8 • I S S U E 5