Post on 31-May-2018
8/14/2019 BIN JUNE08
1/68TEQUILA RUM CACHAA PISCO NEW PRODUCTS INDUSTRY NEWS MARKETING INFO AND MORE...
BINBINJUNE 2008 www.binonline.net
B E V E R A G E I N D U S T R Y N E W SS 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 VODKAA SPIRIT-UALAWAKENING
KORUS WINESTaking The Country By Storm!
COINTREAUCan a spirit be both timeless and trendy?
CASTLE BRANDSPortfolio Reigns Supreme
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2 INDUSTRY INSIGHTDRUNK-DRIVING LAWSIN CALIFORNIABy Alan Forester, CPA, Attorney
4 INDUSTRY NEWS
6 COVER STORYKAI VODKAA SPIRIT-UAL AWAKENINGRare yellow blossom rice, sixcenturies of tradition, a highlyspecific marketing plan and
enthusiastic team players bringone of the most compellingvodkas on the market to life.
14 NEW PRODUCTS & PROMOS
20 POUR OF THE MONTHFinest Call MixersJ. King Neptune
22 CATEGORY FEATURETEQUILA'S TOP DOGThe multi-faceted categorycontinues to grow.
38 BRAND PROFILEKORUS WINES
40 COMPANY PROFILECASTLE BRANDS
42 BRAND PROFILECOINTREAU LIQUEUR
44 CATEGORY FEATUREPOUR SOMESUGAR ON ME!The broad and versatile rum
category stays fresh.
52 CATEGORY FEATURECUTTING TOTHE CACHAAMeet the vivacious cousin to rum.
62 CATEGORY FEATUREIF YOU THINK YOUKNOW PISCO,THINK AGAINA clear and bright futurefor the Peruvian spirit.
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2 B I N 2 0 0 8 I S S U E 5
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VOLUME 89, ISSUE NUMBER 24FOUNDED IN 1934
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DRUNK-DRIVING LAWS IN CALIFORNIA
If one is arrested for drunk driving, two types of cases are triggered against the driv-
er. One is a Department of Motor Vehicles (DMV) case. For the DMV charge, the driv-
er accused of drunk driving in California has only 10 days from the date of their arrest
to request a hearing. If no request for a hearing is made within that time, the DMV
will suspend the drivers license automatically on the 30th day following the arrest. If
a request for hearing is properly made, but the driver loses at the hearing, the
California DMV will suspend the license for a minimum of 4 months for a first offense
DUI arrest. Subsequently, for the second offense, a 1-year suspension, and for the
third offense, a 2-year suspension is issued. If the driver refuses to submit to a breath
or blood chemical test, the DMV punishment is increased to 1-year suspension (with
no opportunity for restricted license) for the first offense, 2-year suspension for the
second offense, and a 3-year suspension for the third offense.
The second is a criminal case, based on two statutes: the California Vehicle Code
Section 23152(a) and 23152(b). The first charge, under Section 23152(a), focuses on
whether the driver was under the influence of alcohol or drugs to the point where they
are unable to drive with the same caution characteristic of a sober person, of ordi-
nary prudence, under the same or similar circumstances. The second charge, under
Section 23152(b), concentrates on whether the drivers blood alcohol content (BAC)
was .08% or greater. This charge is per se, that is, regardless of how properly the
motorist acted while driving or performing field sobriety tests.
Penalties or punishment assigned by the court (arising out of the criminal
charges) are entirely separate from the consequences stemming from the DMV
charge. A driver may be charged with DUI felony charges. If a driver has three prior
drunk driving convictions within the last 10 years, the driver will be charged with a
felony after the fourth arrest. In addition, a driver who injures another person mayface misdemeanor or felony charges. Also, any driver who has been charged with a
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-
ishment. The penalties assigned by the court for second and third DUI convictions
is escalated, i.e. much harsher than for a first offense. For example, a multiple-
offense DUI conviction can mean mandatory jail time, a required ignition interlock
device, an 18-month alcohol education program, etc.
There are several new California laws relating to drunk driving that take effect in
2008. First is a law that applies to drivers who are on probation for drunk driving.
These drivers are not allowed to operate a vehicle when they have a BAC of .01% or
greater. Under Californias implied consent law, a driver on probation for DUI in
California must submit to a preliminary alcohol-screening test, administered by
police. A second law requires applicants for drivers license or license renewal to
submit written acknowledgement that a DUI that causes death can result in murder
charges. If the driver is later accused of drunk driving causing death, this admission
will be used as evidence. This law is effective beginning July 1, 2008.
Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage
Control Law. For more information, please visit www.ABClawyer.com or call 877-
LIQUOR-8 (877-547-8678).
Disclaimer: This article is not to be construed as legal advice. Please check with an
attorney before taking action.
INDUSTRY INSIGHT
BYALAN FORESTER, CPA, ATTORNEYWWW.ABCLAWYER.COM 1-877-LIQUOR-8
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INDUSTRY SAYS GOODBYE TO BOB MONDAVI
'Just call me Bob or Robert,' Mr.Mondavi would often tell people,despite being one of the most distin-guished winemakers in California'shistory. Needless to say, the impactRobert Mondavi has had on theCalifornia wine industry is enormous.He managed to lead Napa from ajug wine producing cottage industryto a global market of fine wine. Heexpanded its influence worldwideand established California as anequal to all other winemaking coun-tries, most notably France. Mondavichampioned and even introduced theidea to many Americans that fine wineand food was integral to the goodlife. It is a sad day, indeed, to say
goodbye to Robert Mondavi, but as the patriarch of Napa, he leaves behind a vastlegacy for the industry, friends and family.
BACKGROUND. Mr. Mondavi was born in Minnesota on June 18, 1913. Hemoved to California with his family in 1923. He left the family business (Charles KrugWinery) 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 andbuilt the now-famous Spanish-style winery. He also changed the pronunciation of his
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 cheapjug wines. However, Mondavi worked to change that by using wine production tech-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,but he also entered a j-v with Baron Philippe de Rothschild's Chteau Mouton-Rothschild, creating Opus One. Later one, the company purchased Woodbridge win-ery to use in a new line of lower-priced wines.
After taking the company public in 1993, he eventually sold the Robert MondaviCorp. to Constellation for $1.35 billion in 2004 after years of declining sales andfamily discord over how the business should be run. Afterwards, Mondavi vowed "tostart over."
Mondavi teamed up with his son Tim, daughter Marcia and his wife, Margrit, tolaunch 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 equalamounts of grapes from the Robert Mondavi and Peter Mondavi family vineyards. Thebarrel of wine sold for charity at the 2005 Napa Valley Auction and fetched morethan $400,000.
Mr. Mondavi would have turned 95 on June 18th. He left most of his monies frompersonal interests and the stake in his winery to charity.
He is survived by his wife and children as well as his brother, Peter, and ninegrandchildren.
In lieu of flowers, the family suggests donations to Copia, UC Davis, The OxbowSchool and Stanford University. Continued on page 58.
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Written by Elyse Glickman
A SPIRIT-UAL
AWAKENINGRARE 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
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What will make this brand get rooted and grow
into something of value for our customers is our
clearly defining the KAI story and positioning it
so people can understand how special this vodkais, says KAI founder and managing director
Marcus Bender. There are so many European
vodkas circulating with similar claims and all
these messages about their wheat, traditions and
techniques. However, we actually have some-
thing truly special that a variety of demographics
can appreciate, something nobody else is doing
right now.
Indeed, many things do set KAI Vodka and
KAI Lychee Vodka apart. Both varieties can be
positioned either as a sexy, exotic cocktail founda-
tion or as cocktails in a bottle as they are smoothand sophisticated enough to enjoy on their own.
There is a built in Asian mystique, as well as
award-winning package design that is in tune
with a cross-generational demand for lifestyle-
driven products. Bender and his team are also
using high-tech methods such as an updated
web site and viral marketing (via Facebook
and other sites) to reach a wide cross sec-
tion of audiences. Although it is still very
new on the market, KAIs industry acco-
lades have bolstered the brand into the
establishment. The flavor and packaging
have garnered awards at the Beverage
Tasting Institute and the San Francisco
International Spirits Competitionno small
feat as KAI was launched just a year ago.
FOUND IN TRANSLATIONAs the first ultra premium to originate in
Vietnam, KAI has translated beautifully
to the American market, thanks to its
bottle and exotic origins. It also helps
that Asian-Fusion cuisine is here to stay,
especially in California. With the sophisticated
American palate adapted to Asian spices and fla-
vors, these adventurous consumers and the on-
and off-premise accounts that cater to themdemand something that will challenge consumer
taste buds and mixologist creativity. KAI
achieves all of this through its distinctive, refined
taste derived from the distillation of rare Yellow-
Blossom Rice. It is, according to Bender, a perfect
fit for this market whether enjoyed in its original
form or Lychee, on its own or in a cocktail.
Adding to KAIs cache is the fact that this
special and rare form of rice is grown in small vil-
lages near the Cam Giang district, along North
Vietnams Red River Delta. Because of its delicate
nature, it is handcrafted in small batches usingtechniques that have been handed down for
more than six centuries. The process of fer-
mentation and distillation used to create KAI
Vodka renders a distinctive-tasting vodka that
preserves the natural sweetness of the Yellow-
Blossom Rice. Furthermore, it takes almost
14 pounds of the precious grain to make
four liters of KAI Vodka. Although vodka
enthusiasts prize what is inside a bottle,
the sensual, visual and tactically appealing
bottle adds to KAIs appeal. As a whole,
KAI translates into what may be the per-
fect vodka for a generation of adventurous
consumers.
The word kai has positive meaning
throughout Asia, notes Bender, from his
Honolulu headquarters, The word means
pleasure in Japan and happy gathering
in China. In fact the word has multiple
meanings even as one moves through dif-
ferent cultures of Asia. Its a word that
unifies and brings people together, just
as a good spirit would. The feedback
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.
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from consumers is that they love its smooth,unique taste and the fashionable bottle that
captures the east-meets-west spirit.
In the wake of KAIs launch last sum-
mer, the brand has beaten the odds by rap-
idly establishing a niche in a very crowded
landscape of vodkas, where many me too
vodkas tapping into familiar things like
European roots and traditional ingredients
jostle for position. While consumer inter-
est in new premium unique products is
strong, KAI has won discerning audiences
over simply by being different, in its taste,
award-winning packaging and the fact that
it comes from Asia. However, Bender rec-
ognizes there are still challenges to come,
even with effective guerilla marketing
expanding beyond California into major
markets throughout the US and the World.
RICE DREAMSMy hopes and expectations for the coming
year is to expand our footprint into key mar-
kets such as Chicago, New York, Florida,
Miami, Atlanta and other large vodka mar-
kets, notes Bender. That said, California isstill high priority for us as we have earned
our accounts and want to continue our work
with those who have embraced us and will
help us get traction because they understand
the perspective of our brand. California is a
country and universe onto itself, it is the
ideal starting point for a buzz that will find
its way into other states because there are so
many distinctive markets here.
Early accounts that have helped the
brand gain national attention include a mix
of trendy Southern California hangouts
(The Abbey, Koi, Katana, Crustacean and
Nics Martini Bar), sophisticated Northern
California spots with foodie audiences (Le
Colonial, Three Seasons, I-Tapa) and popu-
lar, crowd-pleasing restaurant groups that
cross a lot of different demographics (Roys,
P.F. Changs). This, in part, has paved the
way for KAI to advance into Las Vegas, via
destination accounts such as Red Square,
David Burkes, China Grill and The
Bellagio Hotels bars and restaurants.
Las Vegas is like Hawaii in many ways,
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
of validating us in other markets. After all,
consumers are key to the kingdom, and
with 30 million tourists coming through,
there are so many opportunities for this
kind of discovery.
BevMos California and Arizona stores,
meanwhile, are also using their unique
niche in spirits retail to bring in adventur-ous consumers. Thanks to KAIs sales team,
in tandem with a variety of marketing
strategies (ranging from word of mouth to
viral marketing that takes shape in the
form of blogs, networking web sites and
internet magazines), Bender is confident
that this will help the marketing aspects at
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
high-visibility promotions to drive thebrand. At one recent even in Los Angeles,
for example, Tobey McGuire (of the
Spiderman movies) had the chance to sam-
ple KAI at a high profile gallery opening
with 400 of his closest friends, while actress
Jenny McCarthys autism fundraiser was co-
hosted by KAI and David Beckham was
recently spotted in at the W Hotel in
Honolulu discovering the vodka with the
assistance of KAI spokesmodels.
KAI founder and managing directorMarcus Bender in rice fields nearthe Cam Giang district, alongNorth Vietnams Red River Delta
My hopes and expectations for the coming year is to expandour footprint into key markets such as Chicago, New York,Florida, Miami, Atlanta and other large vodka markets...
Marcus Bender,KAI founder and managing director
David Beckham withKAI spokesmodelsW Hotel, Honolulu
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Why just do a vodka when you can create something with aunique flavor profile that people will be talking about andordering again and again?
David NepoveMixologist, Southern Wine & Spirits
HEAVENLY HARVESTBEGETS DIVINE DISCOVERYThe starting point for KAI Vodka and KAI
Lychee vodka is fermentation with a tradi-
tional combination of 30 herbs, spices and
yeast that imparts this distinctive vodkas
unusual character. However, rare and exot-
ic rice is not KAIs only sweet and seductive
component. While other vodkas pridethemselves on essentially being flavorless,
the delicate flavors in the regular and
lychee variety add a fresh dimension to the
vodka drinking experience, whether it is
being enjoyed straight or as part of an inno-
vative cocktail.
According to Bender, the overwhelm-
ingly positive early responses to KAI
Vodkas in Hawaii and California was a sure
indication the brand would find success in
other markets, including Nevada and
Arizona. Our real success in the earlystages has been based on getting people to
taste it in our off- and on-premise promo-
tions and samplings. While we enabled
consumers to discover it in accounts like
BevMo (and are still doing so right now),
weve also gotten the buzz going with staff
tastings at our bar and restaurant accounts.
When the staff has expressed their enjoy-
ment, it has prompted management to take
that leap of faith in bringing KAI to their
bar and being a part of our themed promo-
tions. The bottom line, however, is that
people can taste the difference, and weve
gotten converts right away.
Additionally, Bender says emphatically
that he is a big believer in staying small in
some ways to gain bigger traction, especial-
ly as specialness for many audiences
means something that steers away from
becoming too big and corporate. Even with
his drive to get KAI into bars across
America, he is also intent on preventing
KAI from becoming a SKU in a portfolio.
While KAI brand ambassadors are trained
to bring a personal touch to the marketing
of the vodkas, they are spreading a very spe-
cific message about how this vodka can
appeal to so many different people. While
this vodka is an indulgence, it has its
healthy sidethe fact it is made from rice
also makes it gluten free, which introduces
yet another audience into the mix and
another great reason to be on the market.As accounts like PF Changs offer gluten-
free menus, KAI contributes to that health-
conscious factor.
PARADOX FOUNDA study in KAIs quick rise is also, very
pointedly, a study in contrasts. While the
creative message of the print ads and public
relations efforts is that pleasure is the ulti-
mate goal, the products positioning is that
KAI in itself is a bottle of contradictions.
For starters, the notion of Asian
vodka is a paradox, as many people still
associate the spirit with Europe. Vodka is
an ordinary bar staple since it has almost no
flavor or odor, but KAI vodka is extraordi-
nary as it has a very specific taste, aroma
and feel. Vodka popular for its simplicity,
but KAI redefines the vodka spirit as both
an exotic and sensory luxury. It is exotic
because of its origin, yet very accessible,
because KAIs team is making sure that this
message gets through in Hawaii, Arizona,
California, Nevada and, later, throughout
the States. In the end, the interesting com-parisons not only help introduce KAI to a
widening audience, but also change peo-
ples notions of what vodka is about and
how it can be enjoyed.
This is a fitting way to do business
since in the market, you have two contrast-
ing audiencesthe people who want some-
thing new and the others who know what
they like and are attached to it, says
Bender. Once you understand that, youve
got what it takes to tap into the diverse psy-
THE RICE WAYTO BE CREATIVEDavid Nepove, a mixologist at SouthernWine & Spirits in NoCal, like the otheream members, has been so inspired byhe uniqueness of KAI Lychee Vodka that hehas set forth to invent new cocktails that willadd to KAIs pre-existing appeal amongconsumers and trade.
With an industry flooded with sameold same old, it is so great to be workingwith an original flavor that works so wellwith many cocktails, Nepove muses.Naturally, it is a perfect companion forAsian and Pacific Rim foods. As it is a fla-vor many sophisticated people cannot waito get their hands on, I also must say that its also a great fit for restaurants of all kinds,especially those with innovative bar menus.Why just do a vodka when you can create
something with a unique flavor profile thatpeople will be talking about and orderingagain and again?
KAI-AGRA1.5 oz Kai Vodka3.5 oz (energy drink)1/4 oz Blue Cuacao
Shake ingredients in a
Boston shaker and pour
into a Highball Glass.
KAI LYCHEE MARTINI3 oz. Kai Lychee Vodka
Shake and strain into a martini
glass. Garnish with fresh
Lychee Fruit.
KAI-TINI3 oz. KAI Vodka
Shake and Strain.
Garnish with an olive.
KAI ASIAN DELICACY1/2 oz. Simple Syrup*
3 Thai Basil Leaves
1 Lemon wedge (1/8 lemon)
Muddle Simple Syrup, Basil,
and Lemon Wedge
1 1/2 oz. KAI Lychee Vodka
1/2 oz. Green Tea Liqueur
Shake and strain into a martini
glass. Garnish with fresh Basil
leaf and a Lemon Twist.
MISS SAIGON MARTINI1 1/2 oz. KAI Lychee Vodka
1/4 oz. Triple Sec
1 lime wedge squeezed
3/4 oz. Cranberry Juice
Shake and Strain into a Martini
Glass. Float with 1 oz.
Champagne or Sparkling Sake.
Garnish with a fresh
lime wedge.
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ches of different ages and demos and being
smarter of how we go after the business. If
you dont take that approach, all you are
doing is marketing in a way that is similar to
taking a shotgun and shooting at random
targets. Our approach with the paradox is
about bringing consumer interest to the nextlevel by making people understand what sep-
arates us from the competition.
FROM THE PLANTING FIELDSTO THE PLAYING FIELDEven with KAI being just a year old, Bender
and his multi-faceted team of industry veter-
ans and mixology innovators felt there was
no better time to reposition the brand using
a unique formula of interactive marketing
technology and carefully selected people
who understood the uniqueness and paradox
messages of KAI so thoroughly they could
bring it to a wide variety of audiences.
Dan Lyons, a 20-year beverage industry
veteran from Southern Wine & Spirits
recently came over to assume the position of
Vice President of the Western Region. Dana
Black, meanwhile, is the dynamic force
behind the sales and marketing efforts that
have made such a huge impact, while James
Stevens (a 35-year veteran who made a
name for himself in beverages via bringing
Perrier to the US in the 1970s, a long stint
at Coca-Cola and his highly successful J. M.Stevens & Associates, Inc. consulting firm)
is exhibiting leadership as the company
Chairman who is keeping the sales, market-
ing and promotional arms of KAI on track.
California sales reps Gina Johnston,
Dean DeAngelis, Jessica DoVan and Las
Vegas Brand Ambassador Matt Kurzrok,
meanwhile, are setting a great example for
the rest of the US market with their focused
efforts to put KAI in the hands of trade
clients and consumers. Richard Turner, who
had a successful career as the director of
Allied-Domecq, another member of the
Board of Directors, is based in the UK and
has been an important in helping KAI
define its place in the world market, espe-
cially in establishing relationships with dis-
tributors and other key clients. SouthernWine & Spirits, meanwhile, has provided
exceptional support for KAI in the Hawaii,
Arizona, Nevada and California markets.
Kai Vodka is the kind of product that
excites me, says Stevens enthusiastically. It
has a real point of difference and a reason for
being in the crowded landscape of tradition-
al vodkas. Kai has several firsts that allow
you (as a retailer or restaurant) to stake out
a new segment and call it your own. Kai
Vodka is new news.
On the creative side of things, San
Franciscos Gershoni Creative Agency is
working closely with Bender and his team to
rebrand KAI completely and communicate
the revised and refreshed vision through a
rich, full-scale brand re-launch. This re-
launch involves a more thorough and engag-
ing marketing approach, which includes a
more polished internet/web presence. The
overall focus thoroughly covers the brands
attributes, benefits and mystique in a fresh
new way.
We felt now was a good time to rethink
the way we are presenting KAIs attributes,benefits and uniqueness, says Bender. We
want to play up the fact that KAI is sensory
and can take diverse audiences to a new
place in terms of a flavor experience KAI
mood, since all the customers were looking
at have certain types of education, values
and desire to engage in cosmopolitan activ-
ities. The web is just one of the many ways
the KAI message will be reaching our
diverse and adventurous consumer and
trade audiences.
LYCHEENOT JUST THEFLAVOR OF THE MONTHIn a world where there are as many fla-vored vodkas as there are personalities,what makes the KAI personality unique is
that the brand offers only one flavorlychee. Although Bender had experiment-ed with new flavor concepts, he ultimate-ly decided to stick with one defining flavorso marketing efforts could run deep ratherthan become so broad that some productsare cannibalized in favor of others. AsKAI is the only distiller producing a Lycheeflavor, that distinction adds extra weight tothe marketing teams efforts to emphasizethe brands specialness over all. And yes,there is another engaging paradox to be
found.KAIs one flavor of vodka has amultifaceted nose and palate with notes ofspice, rose, orange blossoms and honey.
KAI Lychee Vodka is very much aboutdiscovery, while both formats are aboutrevealing a secret to conoisseurs that hasexisted for over six centuries in VietnamRuou--which is Vietnamese Rice Wine orRice Vodka, says Bender. Rice is King &Queen in Asia. We want to let audiencesknow in a variety of demographics thatwhat they will experience, especially withthe Lychee, is that whats simple can alsobe exceptional. Furthermore, becauseCalifornia is a melting pot of many ethnicrestaurants, bars and clubs, we believeCalifornians will embrace the uniquenessof KAI Lychee Vodka in 2008.
By keeping the focus just on one flavorand the original, Bender believes there isless of a risk of distracting from the brandsintended message or becoming toodependent on gimmicks. In other words,if a product is special enough that it does-nt 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 & MarketingMarcus Bender - Founder, Managing Director, James Stevens - Chairman
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NEW PRODUCTS & PROMOTIONS1 CRILLON IMPORTERS Brings New Absinthe
to the Table Grande Absente is made in
Province from an authentic, 148-year-old Frenchrecipe that features a full measure of the legendarybotanical wormwood and other regional botani-cals. The new absinthe is 138 proof and will beavailable nationwide for approximately $70 for a750 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 BarrelStrength Limited Edition Single Barrel Bourbon,uncut and non-chill filtered. The 12-year-oldBourbon has a robust spiciness with delicatefruity flavors, and a long, smooth finish carryingsuggestions 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 iswheeled for easy maneuverability. Sixteen triangu-lar trays hold three bottles apiece; slots hold dou-ble-sided cards whose clear text and graphics focuson the fresh new style of Forest Glen wines.Contact Forest Glen Winery, Sonoma, CA, at707.265.4060.
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 anda 1/3 less calories, the Spirit of Liberty is smootherand lighter than the nation's leading creamliqueur, without the typical pasty aftertaste of con-ventional creams. The Spirit of Liberty blendssmoothly with coffee, foods and desserts, or it canbe enjoyed straight up, on the rocks or in yourfavorite chocolate martini. Contact: CMSC SpiritsGroup, 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 flavorblends with, and accentuates, fruit juices, mixers,and other spirits. Espiritu del Ecuador also com-plements dishes prepared in the kitchen, including
appetizers, soups, entrees, and it's marvelous overice cream and other frozen desserts. ContactCMSC Spirits Group, LLC 415.381. 8647.
6 Phillips Distilling Company INTRODUCES
PRAIRIE ORGANIC VODKA Phillips Distilling
Company Introduces Prairie Organic VodkaPhillips Distilling Company released PrairieOrganic Vodka - a beautifully smooth vodka distilled from organic #2 yellow corn and certifiedboth organic and kosher. Prairie Organic Vodkacarries a suggested retail price of $24.99 750 ml.Visit www.prairievodka.com. Available nationwide.
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NEW PRODUCTS & PROMOTIONS
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You could think of Sunset Beachs landmark J. King Neptune as a pur-veyor of true local flavor. The family-owned restaurant has been serving
up fresh seafood, succulent meat dishes, authentic New England clamchowder alongside refreshing beachfront ambiance that includes livemusic performances and awards nights for surfing competition.
According to Juan Alvarez, who concentrates on the bar, Finest Callsfamily of mixers have helped his family stay focused. Additionally, as heis president of the Southern California Chapter of the United StatesBartenders Guild and competes in bartending competitions, he notesFinest Call puts recipes for inventive new cocktails within reach.
I have been using Finest Call for more than 10 years, Alvarezstates. 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 classiccocktail all the more special. So many people who order our BloodyMarys on Sundays are blown away.
A recent experience with one of the Finest Call reps at the Las VegasBar Show provided him an even greater reason to sing the product linespraises. He asked me a lot of questions about what our organizationdoes in terms of events, seminars and services to bartenders. We hada great time discussing how our organization could work with FinestCall in the future.
Even though Alvarez now has a friend in the business, he notes hisstaff can always count on Finest Call to come through when customerscome in, especially during high-traffic hours The bartenders simplyopen up the top and go, he says. It frees us up to do what is mostimportantwowing our guests.
J. King Neptune is located at 17115 Pacific Coast Highway, SunsetBeach, CA 90742. For more information, call 562-213-6954.
POUR OF THE MONTH
POUR OF THE MONTH
Finest
CALLFrom L-R: Nick Lee - Bartender, Jenny Mcall - Bartender,
Juan Alvarez - So CA President, US Bartender's Guild
J. King Neptune
Finest
CALL
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NICKS NECTOR1/2 oz. St. Germain1 oz. Barcardi Peach Red1 oz. Cointreau3 oz. of Finest Call Strawberry MixSplash of Sweet N Sour
Put all ingredients in blender, blenduntil smooth, put into pint glass, garnishwith strawberry and an orange wedge
RASPBERRY CHI CHI1 oz. Absolut Raspberry Vodka1/2 oz. Dekuyper Strawberry Passion Pucker1/2 oz. Monin Blueberry Syrup3oz. of Finest Call Raspberry Mix
Put all ingredients in blender, blenduntil smooth, pour into pint glass, garnishwith raspberry and an orange wedge
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CATEGORY FOCUS
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distilled silver tequila, Don Eduardo
Tequilas offer consumers a new interpreta-
tion to this category. Our unique packaging
combined with international recognition
sets Don Eduardo apart from other brands,
notes Valdez.
Another aejo tequila standing out for
original barrel aging is Familia Partida.
Partida uses gently washed one-pass Jack
Daniels barrels because, according to thegroup, they are superior oak barrels that
impart just a touch of sweetness to the
Partida Anejo. Elegante, also by Partida, is
an extra aejo Tequila aged more than 36
months in American oak and is made from
hand harvested blue agave. According to
Garry Shansby, founder and CEO of Partida,
36 to 38 months is the perfect amount of
aging time for an extra aejo: After that
point the oak takes over and you lose the
agave character. Shansby remarked that
many people are amazed with the complexi-
ty the aging imparts to the Tequila.
Everyone finds something different, but
many say that Elegante has a toffee quality
with light oak and spice flavors while main-
taining its agave qualities.
Tequila packaging has moved beyond
the traditional and into the original.
Patrns signature bottle has become iconic
and has even influenced the style of its sister
brands. Trago Tequila has taken a more mod-
ern approach. Although the Tequila inside is
traditional 100% blue agave, owner Chris
Condon wasnt interested in old world pack-
aging. Condon wanted something that
would speak to a younger generation and
helped to develop their contemporary bottle.
Tiki Tequila is known for its one-of-a-kind hand blown bottles, whose painstaking
blowing process allows for each consumer to
have their own original bottletiki includ-
edwhich are hand etched, wax dipped, and
signed. As the number of high-end Tequilas
increases in the market, this may be the dif-
ference that helps some stand apart.
Tequila may boast the number one cock-
tail with the margarita, but thats not holding
it back. This multi-faceted spirit has proved it
is no third-world relic or niche product, but is
actually among the most innovative and
nimble categories of the moment.
Tequila Canicas is another vivid exam-
ple of how packaging is playing a greater role
in a tequilas overall message of quality and
image. There is no doubt in the mind of a
connoisseur consumer or a savvy industry
pro that it is a top shelf, premium product, as
it is crafted painstakingly from 100% Blue
Agave plants that are allowed to mature
eight years before harvest and has earned a
variety of accolades from organizations like
The Journal of the Beverage Testing
Institute. However, the artisan hand-blown
glass bottle and marbles (Canicas means
marbles in Spanish) brings the whole
experiential package of this tequila together
into a cohesive whole.
Tequila:The New Wine ~The truth is out there. Tequila is far more of
a complex distilled beverage than most peo-
ple initially realized. With the proliferation
of premium and ultra premium tequilas and
Mexican spirits, as well as interesting niche
products, it is now hard to believe many of us
once associated Mexican products with wild
college parties and margarita soaked vaca-
tions. While one of tequilas strongest sell-ing points has been its versatility as a cock-
tail foundation or a quick shot, today trade
and consumer buyers alike have long since
shifted the old, tired and retired paradigm.
According to Vinexpo's December 2006
International Wine and Spirit Record, tequi-
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la consumption in the United States rose 38
percent between 2001 and 2005. In 2005,
Americans consumed 9.1 million cases of
tequila, according to the study. The same
study reveals that Tequila consumption in the
U.S. is expected to rise 45 percent from 2005
to 2010.
The new buzz, in fact, is that tequila is the
new wine. While the J. Walter Thompson
advertising agency added it to its famed 80
Things To Watch in 2008, consumers, bar-
tenders and buyers long before that have
become more particular and selective about
the tequila they drink. Additionally, the
100% Agave designation is more important
than ever before, and anything less just wont
do. In the wake of all of this, a generation of
premium tequilas and Mexican spirits
prove South of the Border equals an
upscale experience to a growing and
diverse audience.
Top Shelf Tour ~Though the tequila category is growing
increasingly competitive, nowhere is that
more apparent than the premium and ultra-
premium ends of the spectrum. While some
brands are household names and others are just
beginning to establish their niche, what they
all share is the fact that they are on the bever-
age industry radar for the fresh ideas, presenta-
tion and quality they are bringing to the table.
~ Tequila Amate ~The 100% blue agave Tequila Amate Blanco
and Reposado were developed specifically forthe U.S. and with two distinct American
palates in mind: the tequila novice and the
most refined tequila drinker. This luxury
product comes from 35 years of making tequi-
la coupled with ten years of exporting tequila
to the USA. The cobalt blue packaging and
ultra smooth formula are extremely appealing
to upscale and upwardly mobile markets.
Unlike competing premium tequilas devel-
oped for markets outside Mexico, Amate is 3
to 4% less expensive in its retail price on
average and also actually sold in Mexico, with
a special emphasis on resort areas such as
Puerto Vallarta, Cancun and Los Cabos. The
mix of marketing and a quality product con-
tinues to set standards in the industry, as well
as win awards from the Beverage Tasting
Institute, the San Francisco World Spirits
Competition and others. For more informa-
tion, contact Carlos Monsalve at 52-33-
3641430 or cm@amate.com. Available
through Gallo Wine Company.
~ Cabrito Tequila ~Cabrito Tequila, aged in old American oak
barrels, is produced in Arandas, Jalisco. Its
slightly sweet flavor reveals hints of caramel
and chamomile, extending into a medium-
length finish. Also of note, it is an
authentically Mexican tequila experi-
ence, as it stands as one of the top brands
in Mexico, as well as No. 1 in volume inthe 100-percent Agave category for the
country. Cabrito Tequila is confident in
its authenticity, heritage and quality, so
we are striking out from the norm for
tequila marketing and launching this irrever-
ent and fun approach. With all things Latino
and especially Mexican cuisine influencing
the food and beverage industry throughout
the U.S., Cabrito Tequila is ready to continue
conquering discerning palates in the U.S.,
says Alex Sobol, President of GenerH,
Carbritos agency of record. For more infor-mation, email Jake Lustig at jake@haas-
brothers.com.
~ Casco Viejo ~Originally known as the Arandina and
made by the privately-owned Tequila
Supremo on the Camarena family estate,
Casco Viejo was established in 1938. Though
Casco Viejo is a blended tequila, it is distin-
guished from its competition with a smooth,
light palate and clean agave notes followed by
sweet vanilla tones, making it ideal formargaritas and cocktails. As the 4th
largest tequila brand internationally
and the 3rd largest tequila seller in
Mexico, its distribution is impres-
sive, as it can be found in the USA,
Canada, El Salvador, Nicaragua,
Venezuela, Colombia, UK, Spain,
Italy, Czech Republic, Poland,
Russia and Belgium. Today, the
Camarena Family is among the top
4-agave owners in Mexico, owning
TEQUILA SHOWCASE
HEAD EASTn an industry simultaneously driven by currentfestyle trends and family (business) values,East L.A. Distributors is still going strong after75 years thanks to their focus on loyaltywithin the company and among their increas-ngly international span of customers.
A lot has changed since the companyaunched back in 1933 (including the name),but Rose Saparito (wife of one of the originalounders) and children Leo Saparito and BettyCastronuovo still remain active in the busi-ness. George Alvarez, who has been withhe company since 1986, is himself a vital
member of the family and proudly mentionshe average employee has been with thecompany for 12 years.
Our customers are loyal to us becauseour people have been so loyal to the compa-ny, affirms Alvarez. That ensures service thecustomers get will be consistent across theboard. We are also unique in that were area one-stop shop meeting diverse beverageneeds of many different kinds of businessesestaurants, bars, liquor stores and local mar-ketsowned by people of varying back-grounds, including Hispanic, East Indian,
Chinese and Korean, many of them who alsohave learned Spanish and the language ofhe beverage industry to communicate withheir consumers.
Alvarez points out that East L.A.Distributors handles everything from majorcorporate brands such as Miller and Coors toophisticated niche brands such as Patron
and Don Julio. In fact, tequila has grown intouch a diversified segment that Alvarez hasound himself on the same learning curve ashis clients.
A few years ago when the tequila mar-
ket was smaller, people approached me andaught me about different types of tequila andhe different demographics that go with them.Some consumers want to enjoy rands from theegions of Mexico where they grew up, oth-ers are looking for price and value. Thenhere is the audience actively seeking new fla-vors and product experiences. Consequently,while Jose Cuervo is a staple, we are alsoeeing action with everything from
Cazadores to Casa Noble and Corralejo. Itcould be hard to keep track, but we dobecause we know what our customers want.
East L.A. Distributors is located at 3666Whittier Blvd., East Los Angeles, 323-262-5124.
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more than 1000 hectares, with almost 3 mil-
lion of agave plants in different growing
stages. Currently the company's production
capacity is an impressive 4,000 cases per day.
For more information, contact Lou Sans at
lou@sanswineandspirits.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 Kamoracoffee 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. Berentsens
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
the most extraordinary and elegant bottle he
could conceive. For more inforamtion, con-
tact Sean Sweeney at seanesweeney@interco-brands.com.
~ Chinaco ~This small artisan Tequilera,
on the east coast of the
Mexican State of
Veracruz, was the first
Ultra premium Tequila
launched in the USA in
the early 80s. Since its
original launch, Chinaco has
become a favorite of selective consumers
looking for complexity and style unlike any
other. Only 6-8 year old Agave plants are
used in the production as well as small batch
distillation gives Chinaco its complex style.
Chinaco is available in Blanco, Reposado,
Aejo and Aejo Extra. The Aejo Extra,
sold as Chinaco Negro, is sold in small single
lots and has already reached a cult status
among collectors and enthusiasts of ultra pre-
mium aged Tequila. For more information
contact Henry Preiss of Preiss Imports at 760-
789-6010 or preiss@preissimports.com.
~ Clase Azul ~Ultra
According to Arturo Lomeli, Clase Azuls
founder, five elements make this tequila
merit the hefty price tag ($1700):
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.
~ El Agave Aresanal ~Tequila El Agave Artesanal Reposado, made
in Tepatitln, Jalisco, reflects a new concept
in tequila: its flavor derives from the perfect
mixture of the agave plant and its maturing.
The brilliant color is suggestive of yellow
straw, with golden reflections of medium
intensity. The nose suggests cooked and crude
agaves. The triple distillation process results
in a tequila of extraordinary depth and char-
acter for unparalleled smoothness. For extra
refinement, this tequila is aged in oak barrels
for six months in small handmade batches for
a mellowed taste and a pleasing bouquet. For
more information, contact Gymel at ela-
gaveg@yahoo.com.
~ Tequila Grillos ~While Tequila Grillos is a relatively new dis-
covery for American tequila connoisseurs and
mixologists, it is also gaining an excellent rep-
utation internationally as it is also available
in Belgium, Japan, France and Hollandall
countries that take premium level spirits seri-
ously. What sets this reposado tequila apart
from others is that the spirit rests for up to
eight months in white oak barrels. What
results is a lovely delicate golden amber color,
TEQUILA SHOWCASE
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T
he Brooklyn, NY native was a District Manager for Pepsico
Corp and handled sales work at SmithKline Beecham Clinical
Labs Pharmaceuticals in 1986 before going to law school.As an artist manager, Massenburg oversaw the careers of
Stetsasonic, Vertical Hold (with Angie Stone) and D'Angelo. Soon
after, he founded the recording and publishing side of Kedar
Entertainment and signed Erykah Badu and Chico DeBarge to deals.
He sold the company to Universal Music Group in 1998 and went
on to become the chief of Motown Records where he helped make
soul diva India.Arie a household name, established KEM as a force
to be reckoned with and revived the careers of The Temptations and
Michael McDonald, to name a few. Recently, the enterprising mav-
erick became the proprietor of his very own wine company, Korus.
Though still developing new entertainment projects under his own
umbrella, Massenburg has also stayed busy since his departure fromMotown by venturing into a business focused on his other passion
fine wineand bringing quality chardonnay, cabernet sauvignon
and merlot to a wide and increasingly sophisti-
cated audience. Four years ago, after working
as a consultant with Jean-Sbastien Robicquet
(respected oenologist, master distiller and
founder of EuroWineGate, Massenburg real-
ized there was an untapped marketupwardly
mobile African-Americans. As he became more
experienced in wine production, he recognized
there was a creative way to marry together theappeal of a French-made wine with flavor and
body that speaks to American palates.
The ensuing Massenburg and Robicquet
partnership has produced K'orus. a visionary
fusion of their individual expertise. Drawing
upon his familys long legacy in the industry dat-
ing back to the 17th century, Robicquet found-
ed EuroWineGate in Cognac, France in
2001, focused on developing ultra-premium
products combining French craftsmanship with
innovative techniques. Massenburg knew that his partners prolific
background in spirits was the perfect pairing for his own savvy with-
in the African-American market.
Our wines, French-made but in a style appealing to the
American palate, was specially created to introduce novices to the
diverse and expansive world of wine, notes Massenburg. To give
our customers a sense of history, we decided to make Korus in
Bordeaux, France, because this is where it all began with (wine) pro-
duction dating back to Roman times. The Korus experience is intend-
ed to remove the intimidation factor and open the door to a life-long
exploration of wine from different regions and vintners.
While Massenburg and Robicquet recognized that the industry
overlooked African-Americans, a powerful and trendsetting consumer
group, they viewed this gap as an opportunity to create a premium
product that would empower this consumer group to be more confi-dent when choosing and drinking wine.
Korus is for US, quips Massenburg. Korus is the first line of wines
to embrace African-Americans and their lifestyles
through marketing and advertising. When we first
introduced our cabernet sauvignon, merlot and
chardonnay three years ago, the goal was to
demystify wine and encourage African-Americans
to learn about it. As a consumer, I was also
intrigued by the potential health benefits of drinking
wine in moderation, especially since African-
Americans have among the highest rates of heartdisease and hypertension. Research has indicated
that Resveratol, found naturally in the skin and
seeds of grapes used to make wine, has heart-
healthy benefits. (We believe) the pleasures and
benefits of wine should be available to all
Americans, and an integral part of the Korus
vision is to be inclusive and encourage everyone
to learn about and enjoy wine.
Korus Wines are distributed by Southern
Wine & Spirits.
SPECIAL K
...the Korus experience is intend-
ed to educate newcomers to the
wine world and remove the intimi-
dation factor and open the door to
a life-long exploration of wine from
different regions and vintners.
Kedar Massenburg
Kedar Massenburg
In the 1990s, maverick entrepreneur KedarMassenburg founded neo-soul, a new genreof music. Today, hes brought that same soul toKorus, a new genre of wine.
BRAND PROFILE
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Though Castle Brands boasts a kings ransom of products from around the world, they are fit-tingly celebrating their milestone decade in the industry with the release of ten KnappogueCastle Whiskey Castle Collection cases. Mark Andrews,who founded Castle Brands in1998 with one brand--Knappogue Castle Whiskey 1951 (inherited from his father) is pour-ing time, money and commitment as the Chairman of Castles Board of Directors to keep thecompanys success flowing.
According to Kelley Spillane, Castles Marketing point person, when it comes to bringinghigh quality products into the market, the company has always been on the cutting edge. Theirsuccessful ten year formula has been fearless, yet calculated. With that in mind, Andrews andhis team developed an award-winning, vintage-dated Knappogue Castle Irish Single MaltWhiskey at a time when single malts form Ireland were an anomaly and most of the betterknown top-shelf Irish whiskeys were blends.
Andrews Sr., purchased casks of aged pure pot still whiskey in the 60s, stored them, and
bottled them at their peak. Knappogue Castle was a natural fit as he named it after the castlehe owned in Ireland. The last of his whiskey, Knappogue 1951, aged for 36 years in sherrycasks, 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 smokierScotch whiskeys) that helped broaden and redefine a familiar category. Today, it is one of thefastest growing whiskeys in the industry.
Spillane continues to explain that with all product categories, as with the whiskey, CastleBrands looks carefully at trends and growing segments in the market and capitalizes on them,ultimately leading to a stunning portfolio of other premium and super-premium brands includingBoru Vodka, Gosling's Rum and Pallini Limoncello.
The traditional Italian spirit Limoncello, for example, is one of Castle Brands other signifi-cant success stories. Unlike Whiskey, which has a clearly defined and very specific audience,
Andrews recognized that Limoncello had the potential to appeal to a variety of market seg-ments, thanks to its sweetness, color and versatility, as well as his awareness of consumers andmixologists looking to shake up their cocktail experience with new spirits options.
Castle Brands is also celebrating their success by moving on to new product launches inmore categories, including the release of a 100 % organic Tequila, in the fall offering threetypes of Tequila, Anejo, Reposado and Blanco, all with environmentally friendly packaging andrecycled glass bottles. Spillane (who previously served at Seagram and Diageo USA), mean-while, has taken his big company work ethic and blended it with a a true blue entrepreneurialspirit to maintain the growth of the brands in Castles diverse portfolio.
As a start up we were able to offer distillers and retailers a unique opportunity that the bigcompanies could not, Spillane concludes. If we tried to follow a mold, we would have beenstepped on.
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Castle BrandsPortfolio ReignsSupreme
COMPANY PROFILE
THE DEBONAIR1/2 oz Clontarf Irish Whiskey
1/2 oz Berentzen Apfel Korn
1/2 oz simple syrup
1/2 oz lemon juice
Shake over ice and strain into a martini glass.
Top with Brut champagne.
THE PALLINI PALMER2 oz Pallini Limoncello
4 oz unsweetened iced tea
A unique take on the classic Arnold Palmer
(1/2 iced tea and 1/2 lemonade)
FINN MCCOOL1 1/2 oz Clontarf Irish Whiskey
Topped with green teaDash of Green crme de Menthe
Served in a highball over ice
Garnish with a couple of mint sprigs
NOTE: If fresh-brewed green tea is used, sim-
ple syrup may be added. Mass produced
green tea (Snapple, Arizona, etc. already has
sweetness added)
Finn McCool is named after the Legendary
Giant who created the Giants Causeway off
of the Antrim Coast in Ireland
THE DEBONAIR
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When Sames TriedSomething DifferentThere are many legends surrounding theinvention of the Margarita. However, it isno mystery that the cocktailgiven that itsmade with the best ingredients, including afine tequila and Cointreauis one of themost enduring quenchers around.
One popular theory is that American-born Margarita Sames introduced her ownnamesake drink in 1948 at her Acapulcobar as a special treat for her clientele offamous hotel and restaurant people.According to her account, she used one partCointreau, two parts tequila and one partlime juice for her Margarita. Aware thatmost people drank tequila following a lick ofsalt, she opted to garnish her cocktail with afestive rim of coarse salt. Though Samesmoved to El Paso, TX in 1958, she kept the
party going for years. In 1982, she evenappeared on NBC's Today show to demon-strate the correct way to make a Margarita.
Margaritas Margarita1 oz Cointreau2 oz Tequila.5 oz lime juiceShake and strain into a salt-rimmed margaritaglass, and garnish with a lime wheel or slice.
The innovation that Sames introduced isalive and well today, thanks to Cointreaus
vivid flavor and versatility.
Cointreau TeeseThis unique cocktail, created by Dita VonTeese captures the essence of the womanand her favorite spirit.
1.5 oz Cointreau3/4 oz Apple juice.5 oz Monin violet syrup.5 oz Fresh lemon juiceFrost ginger around the rim of the glass.
Can a spirit be both timeless and trendy? In
the case of the legendary, 160 year-old
Cointreau, Mais oui!
Look no further than the new and glam-
orous global brand ambassador Dita Von
Teese, who projects both a 1940s burlesque
aesthetic and a modern air of confidence as
Cointreaus new face. Both she and the
equally fashionable and elegant Cointreau
bottle are captured by noted French fashion
photographer Ali Mahdavi, who is spinning
this iconic imagery as effectively as he has
for such designers as Karl Lagerfeld and
John Galliano. The bottle of Cointreau
becomes almost a perfume in the hands of
Dita Von Teese, radiating an aura of sensu-
ality about the woman and her spirit of
choiceand in turn, the equally stylish
consumer who seeks to embrace the feelingand the lifestyle.
The evocative imagery highlights
Cointreaus new marketing approach, spin-
ning its 160 year history and eternal versa-
tility into an appealing theme the brand
refers to as Be Cointreauversial, making
just as much of an impact in the separate
advertising campaign as well as the promo-
tional web site (http://www.cointreau.com)
and on-and off-premise materials.
Cointreau (still produced in Saint-
Barthlemy-d'Anjou, a suburb of Angers,
France) has maintained its vibrance, vitali-
ty and stylish cache for generations, thanks
to the emphasis on using only the finest nat-
ural ingredients, which includes sweet and
sour oranges sourced from all over the
world, including Spain, Brazil and Hati, to
achieve its uniquely rich, multi-dimension-
al flavor. The liqueur is initially crystal
clear, with 40% alcohol content made from
the distillation of the sweet and bitter
orange peels, and then blended with natural
alcohol, sugar and water selected for their
absolute purity and neutrality of taste.
Cointreau, of course, can be and is
enjoyed as an aperitif. Thanks to the propri-
etary, balanced recipe, however, Cointreau
continues to excite mixologists and bar-
tenders, adding dimension to time-tested,enduring libations such as the Margarita and
the Cosmopolitan and new recipes that con-
tinue to attract people to the brand. Unlike
ordinary Triple-Secs, Cointreau has very dis-
tinctive qualities, including soft-edged body
that turns opalescent on contact with ice,
which then projects a delicate taste that lit-
erally explodes on the palate and reveals a
well-tempered tone. It is a kind of magic
that has been effectively bottled, of course,
in the trademark amber-colored bottle.
BRAND PROFILE
Real A-PeelCointreau, the legendary orange liqueur, has it bothwaysas a classic bar staple and as a modern luxury
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Like any other family, the Rum clan is diversified and complex, trac-
ing its origins back through the centuries to different countries.
They share a common ancestor, Sugar Cane, which was fruitful and
multiplied into sugar cane juice, sugar cane syrup and molasses (a by
product of cane sugar manufacturing) are the only things that rum
may be made from. Though the original spirits origins are quite
humble, as a by-product spirit imbibed by laborers and slaves, by
1651, it was in widespread production in the Americas and the
Caribbean.
Not surprisingly, in time, every sugar cane plantation became a
rum distillery as a way to profit from the recycling of waste products.
Soon more care was used during the process and fine rums were
being made. The high temperatures, fast fermentation, barrel aging
and other factors transformed the humble spirit into a connoisseurs
treasure, thanks to its rich body and sweet flavor. By the mid 1600s,
there were rum distilleries in the American colonies. Though politi-
cal uprisings and history placed rum production squarely in theCaribbean, the family continued to grow over decades and genera-
tions, with impressive offspring: white/light, amber/gold, aged,
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
rum is made to have a much stronger flavor and is usually colored
with burnt sugar syrup. Overproof rum, as the name implies, is much
stronger than average rum, usually over 60% abv. Spiced rums are
actually that, rums that are flavored with spices, and then there are
the flavored rums, which may be infused or flavored with one or
more fruits.
With so many different choices within the category, it is no won-
der rum continues to make history!
HISTORICAL RUM-ANCEHomere Clement, based in French Martinique, came up with a new
way to upgrade rum production in the 1800s. At that time, sugar
prices had dropped and it was being made and sold much cheaper in
other areas than possible in Martinique. Clement tried fermenting
fresh pressed sugar cane juice into a wine (called vesou) and distill-
ing this, and what is now called Rhum Agricole (Agricultural Rum)
was born, which in turn was developed into a prestige spirit.The efforts produced a rum that was more like a cognac
more complex, earthy and refined. This led to France recog-
POUR SOMESUGAR ON ME!The broad and versatile rum categorystays fresh, thanks to a mix of newproducts, classic bar staples and afew surprising twists to the successful
centuries-old formula.By Elyse Glickman
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nizing an Appellation d'Origine Controlle
(AOC) system to distinguish grades of rum.
As one of the elder statesmen in pres-
tige rum, Rhum Clement, keeps its name
and reputation fresh by reinventing itself
brand-wise. Today, it is the leading produc-
er of A.O.C. Martinique Rhum Agricole,
begetting rums that have unique flavor pro-
file as they are produced from aromatic
free-run sugarcane juice. This results in a
nose of wild flowers and fruit as well as dry,
vegetal, beany flavors and a smooth well-
balanced finish.Premire Canne V.S.O.P, one of its
most prominent offerings at the moment, is
a sophisticated white rum with clean, bal-
anced and crisp aromas and flavors that
makes it a superb base for classic and mod-
ern cocktails. Its Crole Shrubb, mean-
while, is also a fantastic cocktail component
as well as a recognized secret ingredient
for dishes created by some of the worlds top
chefs. Clments aged rums, meanwhile,
enjoy a continued following, especially in
California.These three items represent the
strength and versatility of A.O.C Martin-
ique Rhum Agricole and of our portfolio,
says EVP Benjamin Mlin-Jones, who also
happens to be a fourth generation Clment
and teamed with Wine Warehouse for a
major retail push. They represent different
styles of rum that have different usage for
any high-end restaurant, bar or lounge as
well as standing as staples of any retailers
rum section. Given their versatility for
cocktails or straight, you can see these are
rums that actually are very complimentary.
Our style is unlike any other rum in the
world and is changing peoples opinion of
rum just as the first premium tequilas
changed the markets mind set for what
tequila was ten years ago.
SWEET, NEW (ER) IDEASToday, new varieties are coming into the
world and stirring up excitement. p.i.n.k.
rum, for example, stakes its claim as theworlds first 80 proof, ultra-premium white
rum, imported from Holland, distilled from
the finest black strap sugarcane molasses,
and later infused with caffeine and
guarana. The recipe for p.i.n.k. rum con-
tains a blend of 3-to-5 year ultra-premium
aged rums from the Caribbean before the
magic ingredients find their way into the
spirit. Its ultimate appeal? Enabling mod-
ern consumers to enjoy all of their favorite
rum cocktails, while experiencing the
energizing benefits of caffeine and guarana.RedRum, meanwhile, trumpets the
start of its second decade in the spirits
world with the 2008 launch of Jolly Roger
Coconut & Key Lime Rum. This contin-
ues its tradition of carving a niche by
bringing together trendy themes and hand-
made quality rums. With the new flavor,
as with existing products, the packaging
takes full advantage of rums historic ties
with Pirate culture, the company keeps
46 B I N 2 0 0 8 I S S U E 5
CATEGORY FOCUS
Rum may be spelled in different ways butit basically means much the same thing.Rhum in French, Ron in Spanish, orRum in English.
TRADER VICS:AN AMERICAN CLASSICPeter Seely, CEO of Trader VicsGourmet, and their Holding Company,Nubeco and grandson of Victor J.Bergeron a.k.a The Trader, whofounded Trader Vics and created theageless Mai Tai, perceives rums appealas multi-generational, and feels the histo-ry of rum in America has a special draw
all its own, in a similar way to the origi-nal Martini in its category. While themention of Mai Tai evokes memories oftropical vacations and poolside parties,go deeper into history and youll reallyfind something to raise your glass to (andsell some rum or cocktails in the process).
My grandfather invented the MaiTai in 1944, states Seely. Some of hisfriends who lived in Tahiti decided toride out the war in Piedmont. Seeinghow much they missed the flavors ofhome, he created a cocktail with Wrey& Nephew Gold Rum, a fine 17 year-oldrum and other ingredients. His friendsresponse was, Mai tai roa ae, whichmeans, The very best. Not surprisingly,it caught on, and a regular recipe wasdeveloped initially using an ounce of theWray & Nephew (now marketed underthe Appleton name) and one ounce ofthe Rum St. James (of Martinique by wayof France), along with Orgeat syrup(now made in-house), _ ounce of a fineOrange Curaao, 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 shakerwith ice:
1 ounce Trader Vics Dark Rum1 ounce Trader Vics Gold Rum3/4 ounce fresh lime juice1/4 ounce simple syrup3/4 ounce orange Curacao1/4 ounce orgeat
Garnish with fruit and mint.
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rum young and fresh with the product range, including the festive-
and festively packaged-RedRum, VooDoo Spiced Rum and Jolly
Roger Caribbean Rum. We encourage bartenders and customers to
enjoy RedRum, VooDoo & Jolly Roger just as they would normally,
combined with fruit juices, sodas, or blended in exotic foo-foo
drinks-- they simply make your favorite rum cocktails taste better,
says company CEO and founder Dan DaDalt emphatically. When
we launched in 1997, there were only a few flavored rums on the
market. In the past few years the trend has definitely gone towards
flavors, so I guess you could say we were ahead of the game.
THIS (OTHER) SIDE OF PARADISEOther emerging brands, meanwhile, are taking risks by challenging
consumers with new ideassuch as the fact that good rum-basedspirits can be inspired by Pacific side of the tropics. Hula Girl
Beverages, is not only making the traditionally Caribbean spirit go
Hawaiian, but also putting all the 20-proof fun of mixology into a
bottle in the form of Bikini Bling, Moonlight Mai Tai, Sunset
Sensation and Wild Wahine.
The drinks were inspired by the beauty and flavors of the
Hawaiian Islands, so what better place than Honolulu to launch
Hula Girl? said Lisa Shawver, who founded the company with
husband Billy. We are banking that the popularity of tropical
drinks and the universal love of Hawaii will help us make Hula
Girl Beverages a worldwide hit.
Marsalles new rum arrival, Lt. Dan's Rum, noted to be one of
the hottest new spiced rum varieties to be introduced into the
American marketplace, is distilled from sugar cane and the unique
combination of the type of yeasts employed for fermentation, distilla-
tion method, and aging conditions, give this product a very rich and
characteristic flavor. Made with molasses, water, mash and yeast, Lt.
Dan's Spiced Rum is distilled in a continuous still and aged in oak
barrels for up to a year, adding a golden color and character to the
rum before the flavors and spices are added. The brands taste is
achieved through a proprietary recipe, which is blended into the rummixture at the final stages of production, making use of spices indige-
nous to the Caribbean Islands.
Though the Cruzan Rum Distillery has been producing fine rums
in St. Croix, U.S. Virgin Islands since 1760, and in recent times has
been honored for its ultra premium segment of rums, its Cruzans
family of tropical flavors that have bartenders, buyers and retailers
buzzing. With creative artisan cocktails bringing more and more
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.
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consumers to the rum category, varietyindeed is the spice of life. The rainbow of
Cruzans Tropical Rums is made up of
Raspberry, Coconut, Mango, Vanilla,
Pineapple, Vanilla, Banana, Orange, Citrus
and the new Black Cherry flavora deli-
cious selection of flavor experiences that
blend harmoniously with juices, mixers and
even with one another.
There is a significant category-wide shift
taking place in terms consumer preferences,
according to Tom Valdes, President of
Todhunter Imports, Ltd., worldwide marketer
of Cruzan Rums. "Rum consumers are choos-
ing flavored rums in place of light rums as
their new choice of spirit," Valdes said in a
recent interview with Beverage Business.
"Consumers have discovered that flavored
rums are very pleasant to drink straight up,
over ice or mixed. The popular flavored rum
brands tend to be less than 30% alcohol by
volume, and when mixed with other mixers
offer even less alcohol by volume in a tall
drink. Bartenders tell us that Cruzan flavored
rums are a delight to develop new rum cock-
tails. They are natural tasting and blend verywell with other natural juices."
RUMS THAT MAKE A STATEMENTTommy Bahama and Pyrat rums, meanwhile,
could be a sub-category onto themselves--
rums conceived in the Caribbean but deliv-
ered for upwardly mobile rum drinkers look-
ing to make a statement about themselves by
what they drink.
Certainly the Pyrat rums (characterized
by their toasted apricot taste and ambercolor, and gentle effect on the palate) have
done just that, as the sugar-based offspring of
The Patron Spirits Company.
We take great pride in our portfolio of
Pyrat rums, the result of over 10 years of
negotiating the purchase of delicious aged
rums from the Caribbeans premier rum pro-
ducers we have the very best rum in the
world, says Ed Brown, president and CEO
of The Patrn Spirits Company. Some of
the rums carefully selected to bring Pyrat to
life are over 40 years old, which when fur-
ther aged in some of the finest imported oak
barrels, produce flavor complexities not
found in most other rums. Pyrat rums are
aged in a combination of French Limousine
oak barrels and specially toasted American
sweet oak barrels. As a final result, Pyrat
rums are distinguished by their toasted apri-
cot taste and amber color, and are gentle on
the palate, never heavy or harsh.
Before 2007, meanwhile, Tommy
Bahama was a lifestyle brand of clothing
beautifully packaged in boutiques that cap-
tured consumers imagination about thegood life. Then Sidney Frank stepped up
to the plate to carry the lifestyle further,
from the closet and (later) themed restau-
rant to local bars and retail stores. For
Memorial Day and Summer 2008, Tommy
Bahama Ultra Premium Rums offered cock-
tail recipes to on-premise mixologists and
consumers that further drive home the
Tommy Bahama overall lifestyle message of
fine living.
CATEGORY FOCUS
According to the Distilled Spirits Council, in 2007,rum consumption in the U.S. was up to 23.5 million9-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.
HOT TIKI COCKTAILS
REDRUM ON THE BEACH2 oz. RedRum1 oz. 7-Up1.5 oz. orange juice.5 oz. Grand Marnier
Mix with ice and serve in a glass orstrain into shot glasses.
COLADA NUEVA DOSE.75 oz Tommy Bahama White Sand.75 oz Malibu Coconut.5 oz lime juice1 scoop of coconut sorbet1 oz pineapple juice1 cup iceAdd all of the ingredients to a blenderand blend. Pour into a wine glass.Garnish with a pineapple wedge.
MADAME CLMENT1.5 oz. Clment Premire Canne1.5 oz. fresh pineapple juice.75 oz. fresh lime juiceA dash of grenadine. Lime peel garnish.
CARIBBEAN CRUSH3 oz Coconut Milk1/3 Ripe Banana1/2 oz Baileys Original Irish Cream1 1/2 oz Pyrat XO Reserve
1 Scoop of IceBlend all ingredients together for 15-20seconds. Garnish with whipped creamand roasted coconut.
RUM RUNNER1 oz. Admiral Nelson's PremiumSpiced or Coconut Rum.5 oz. Arrow Blackberry Brandy.5 oz. Arrow Creme de BananaAdd a splash of pineapple and orangejuice, grenadine and dark rum. Shake
well and serve over ice. 50 B I N 2 0 0 8 I S S U E 5
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With interest in exotic flavors and experiences going strong in the
States, it is no surprise that Cachaa and its very own signature
cocktail, The Caipirinha, have set fire to the mixology world and
bar scenes around America. As Cachaa was originally known as
fire water in its early days, however, this should come across as no
surprise. The only thing that can be a surprise is that it took so long
for this festive cousin to rum to catch on, even as the Caipirinha is
now being touted as this years Cosmo. In some circles, it is even
being marketed as the cocktail of the 2008 Recession, thanks tothe fact it can satisfy a collective desire for sophistication and flavor
in its simplicity.
Cachaa, 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 1500s 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, Cachaa 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
cachaa available in Brazil, with the most popular among those find-
ing their way onto our shores.
Artesanal cachaas, 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 cachaas are drunk straight or in cocktails by high end
consumers. White cachaa is usually bottled immediately after distil-
lation and tends to be cheaper. Dark cachaa, seen as a "premium"
variety, is aged in wood barrels and meant to be drunk pure with fla-
vors influenced by the type of wood the barrel is made of.
Cachaa, like its Caribbean cousins, has a heart of sugar cane.
However, what gives the spirit its lightly nuanced flavor is that it is
distilled from pressed sugarcane rather than molasses or sugarcane
juice. Its increasing popularity is a sweet trend, according to the
Distilled Spirits Council of the US. Its database reports that 80,117
cases of Cachaa were sold in 2007, and thanks to an annual 50%growth rate and rise of The Caipirinha, sales could reach 18.4 mil-
lion in 2008. The following brands, meanwhile, are among those
52 B I N 2 0 0 8 I S S U E 5
CUTTING TOTHE CACHAAMeet the vivacious cousin to rum thatstaking bars and retailers around the USby storm.
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credited for prompting consumers and
retailers to chase Cachaa.
CABANAEstablished in 2006 by Matti Anttila, a
New York investment banker turned spirits
entrepreneur in his 20s, Cabana brings
Cachaa to life as a smooth, versatile elixirwith a distinctive and rich flavor. Cabana,
the first imported Cachaa to be hand craft-
ed in small batches, double distilled in cop-
per stills versus single distilled in columns
and mellowed for six months in Brazilian
Jequitiba barrels, is also noted for its inno-
vative production process, which strips out
the impurities to isolate the desirable char-
acteristics.
We set out to introduce something
American consumers had never experienced
a truly super-premium cachaa, worthy ofsitting alongside Grey Goose, Patron and
other super-premium and luxury category
leaders, says Anttila. Thanks to an inno-
vative production process developed by our
master distiller, Cabanas versatility and
quality has led it to be embraced by mixolo-
gists and sophisticated consumers in the
most exclusive locations places cachaa
would never have worked in before.
BOCA LOCABoca Loca, a full-bodied cachaa with subtle
floral notes mingled with melon, honey anda pure sugar cane finish, comes to 24 states
in the U.S. market in a clear, lean and
clean bottle with a striking logo. Inside the
bottle, it has all the qualities expected in a
premium spirit from the hand harvesting of
the sugar cane at its peak of sweetness
through to single batch fermentation and
hand bottling.
While Boca Loca is preparing for
launches in the UK and Germany, it also
has several flavored Cachaas in the works.
While the introduction date of the flavoredvariation has yet to be set, other improve-
ments are underway, such as a new sleeker
bottle with their screw top enclosure. To
further boost its profile among mixologists
and members of the trade, it is assuming a
sponsorship role in this summers upcoming
Tales of the Cocktail in New Orleans.
SAGATIBAMarcos de Morae was vacationing in the
Mediterranean when he noticed that
Cachaa was gaining popularity world-
wide. He also noticed, as a proudBrazilian,