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INDUSTRY REPORT
After 75 years, What is the
Future of the Three-Tier System?

THE BEERS OF 2008

New Products and
Prices Are on the Rise

DEKUYPER’S
BREAKTHROUGH APPROACH TO
PACKAGING AND MARKETING
BEERS OF 2008 • NEW PRODUCTS • INDUSTRY NEWS • MARKETING INFO • CALIFORNIA MARKETPLACE • AND MORE...
36

Inside
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42

2 INDUSTRY INSIGHT 20 COMPANY PROFILE

LABELING AND ADVERTISING PERNOD RICARD
OF ALCOHOLIC BEVERAGES Pernod Ricard USA's emergence
By Alan Forester, CPA, Attorney as a key player in the U.S. spirits
and wine market has been one of
4 INDUSTRY NEWS the industry's notable stories over
the past few years.
6 COVER STORY
26 INDUSTRY REPORT
After 75 years, what is the
future of the three-tier system?
48 36 CATEGORY FEATURE
THE BEERS OF 2008
New products and prices
DEKUYPER: are on the rise.
A FAMILY AFFAIR…
The liqueur category leader 42 TASTING CORNER
endeavors to have as many MERITAGE HITS A
markets as it does flavors, thanks MILESTONE
to its new, innovative “flavor
families” packaging and 48 COCKTAIL CORNER
marketing. THE ANGEL'S SHARE
Blending a divine cognac cocktail
14 NEW PRODUCTS & PROMOS
52 BRAND PROFILE
18 POUR OF THE MONTH IBIS X.O. BRANDY
Finest Call Mixers A price point that stands
Cache Creek Casino Resort below the rest.

I S S U E 4 • 2 0 0 8 BIN 3
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY
VOLUME 88, ISSUE NUMBER 23
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 FOUNDED IN 1934
binonline.net
LABELING AND ADVERTISING OF
ALCOHOLIC BEVERAGES – A FRESH LOOK Southern California
Business, Production and Editorial Office
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PRESIDENT
“GOVERNMENT WARNING: Michael Chu
E-Mail: beverageindustrynews@gmail.com
(1) According to the Surgeon General, women should not drink alcoholic bever-
ages during pregnancy because of the risk of birth defects. EXECUTIVE EDITOR
(2) Consumption of alcoholic beverages impairs your ability to drive a car or oper- Kim Brandi
951 272-4148 cell: 626 377-2510
ate machinery, and may cause health problems.” E-Mail: beverageindustrynews@mac.com

ADVERTISING SALES DIRECTOR

The Government Warning applies to alcoholic beverages in all states in the United
Vicki Vann
States. It is unlawful for an alcoholic beverage container to be manufactured, import- E-Mail: vickivann@ca.rr.com
ed or bottled for sale or distribution in the United States unless it bears the federal
CONTRIBUTING WRITERS
warning. The federal law is a comprehensive scheme regulating the advertising and
Wilfred Wong
labeling of alcoholic beverages.
Regulation on advertising in the United States is a mixture of self-regulation and Northern California Office
statutory regulation. In the alcohol industry, there are three trades: beer, distilled spir- Industry Publications Inc.
its and wine. Each industry has a self-imposed code of conduct specifically for 171 Mayhew Way, Suite 202
Pleasant Hill, CA 94523
advertisements. Additionally, individual manufacturers and companies typically have 925 932-4999 Fax 925 932-4966
limitations on advertising that go beyond their respective code of conduct. The FTC E-Mail: dlpage@earthlink.net
also plays a role in the regulation of alcohol advertising, as it is responsible for enforc-
ing efforts to stop “unfair or deceptive acts of practice.” The FTC shares jurisdiction PUBLISHER
David L. Page
over labeling and advertising of alcohol with the Alcohol and Tobacco Tax and Trade
Bureau. EDITOR-AT-LARGE
While there is a correct font size for disclaimers or warnings the actual alcohol Elyse Glickman
product (12pt font), there is no guideline on font size with regards to disclaimers or 310 497-7157
E-Mail: 4elyse@earthlink.net
warnings in advertising, as it would depend on the medium. In addition, the FTC has
suggested that advertising is different from labeling in significant ways, which would WINE EDITOR
make the cost of certain mandatory disclosures in advertisements outweigh the ben- Jean Burggren
efits of disclosure. However, there are some guidelines created by self-regulating E-Mail: jdburggren@aol.com
bodies regarding where advertising is placed and content of the message. Currently,
alcohol advertisements can only be placed in media where 70% of the audience of CIRCULATION / PRICE EDITOR
Manfred Schaffler
over the legal drinking age. The message may not be designed to appeal to under-
age consumers, and cannot promote or encourage irresponsible drinking. ACCOUNTING
Industry Publications
Additionally, the advertising cannot promote brands based on alcohol content or its Debi Hull
effects. Finally, like advertisements for all other products, advertising for alcoholic
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beverages must be truthful and any claims must be substantiated. ISSN 1054-0423. Is published monthly by Industry
In addition, there are many specific regulations regarding the advertisement of Publications, Inc., except combined in May/June
distilled spirits, wine, or malt beverages. Producers, importers, or wholesalers of and December/January.
these alcoholic beverages may not advertise in public media if the advertisement is 171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.
in, or is intended to induce sales in, interstate or foreign commerce, or is disseminat- Subscriptions are $48 per year (tax included),
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the product labels. 27 USC § 205(f). Pleasant Hill, CA 94523
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.
4 BIN 2 0 0 8 • I S S U E 4
 BEVERAGE INDUSTRY NEWS
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EMPEROR’S BRAND VODKAS
Emperor's Brand Vodkas, which have graced the American spirits market since May
2007, is a sophisticated line of spirits with varieties of vodka that speak to aficionados
with refined tastes. Based on early consumer and trade feedback about these varieties--
Emperor, Versailles, Winter Palace and Imperial Exclusive—these vodkas have earned
praise for their aroma, clarity and smoothness.
Even with the reality that vodka is now one of the world's most popular spirits, and
there are hundreds of them on the market, the Emperor Brand Vodka family is venturing
forth in the competitive market with confidence with their unique taste and sophistication
as the focus. “It took us several years to perfect the technology and recipes,” notes
Emperor Brand President Zina Mashin. “Our strategy is to satisfy a diverse spectrum of
discerning customers with four superior quality vodkas. Our approach, meanwhile, is
simple and classic, allowing them to experience difference through tasting. We have
participated in numerous trade shows where experts and industry professionals had the
opportunity to taste our vodkas. They were truly amazed that we could deliver vodka at
a whole new level.”
Although Emperor's Brand Imperial Exclusive is distilled five time like many of the top shelf
competitors in today’s market, Zina Mashin points out it is very different from its rival brands,
thanks to a rich array of flavors and aromas. Emperor, Winter Palace and Versailles, mean-
while, are distilled six times, which stands above and beyond the industry standard.
“We took pride in creating our vodkas and were flattered by the results,” affirms Zina
Mashin. “We created them especially for consumers who appreciate quality. Our vod-
kas are made of 100% wheat, which we feel makes the cleanest tasting spirits. We also
only use spring water from the region of Cognac, France. Our devotion to creating a
life long commitment to our customers remains consummate.”
THE CURE
What HANGOVER! The Cure is the only healthy, all-natural hangover remedy available
that biologically addresses the root cause of a hangover. It is a convenient, fast-acting,
powdered mix that is dissolved in 20 ounces of water, and best when taken after the last
alcoholic beverage is consumed or when hungover. The Cure’s proprietary, scientific for-
mula was created in conjunction with a developmental biologist at Duke University and
Ironman athletes. It truely is the healthiest course of action after drinking alcohol: it purges
toxins, rehydrates the body, and restores vitamins, minerals, electrolytes and nutrients lost
during alcohol consumption. The product alleviates common hangover symptoms such as
headache, nausea, dehydration, fatigue and upset stomach. The Cure is available for
purchase for $2.99 per packet in select grocery, liquor, health and convenience stores,
health clubs, hotels and online at www.TheCureDrink.com and Amazon.com
6 BIN 2 0 0 8 • I S S U E 4
 COVER FEATURE
DEKUYPER:
A FAMILY AFFAIR…
The liqueur category leader endeavors to have as many
markets as it does flavors, thanks to its new, innovative
“flavor families” packaging and marketing.
DeKuyper’s vibrant spectrum of
cordials and liqueurs has tempt-
ed and tantalized bartenders and
cocktail fans alike with classics
such as Sour Apple Pucker® and
Peachtree®. One cannot help but
think about these spirits when order-
ing the Apple-tini or a Fuzzy Navel.
Meanwhile, with recently introduced hits, such as
Red Apple and Pomegranate, it is quite clear they are just as up
on newer mixology trends and bolder recipes.
However, rather than just place emphasis on new additions
to the family, the company behind America’s best-selling line of
cordials and liqueurs is keeping the momentum going with break-
through approach to packaging and marketing. Think of it as a
“family reunion,” where the brand organized its overall portfolio
of 59 products into five distinctive families—DeKuyper Luscious,
DeKuyper Burst, DeKuyper Pucker®, DeKuyper Signature and
DeKuyper Flavored Brandy—to further define the categories and
add convenience to the consumer’s shopping experience.
Prior to this “family style” rollout this past February, accord-
ing to Senior Brand Manager Sheryl Rosenberger, DeKuyper con-
ducted four years of market research that revealed that both trade
and consumers categorize cordials based on usage—cocktail
recipes, seasonal occasions and the like. From there, it made per-
fect sense to modernize the packaging and segment the range of
8 BIN 2 0 0 8 • I S S U E 4
products into usage-based families to
make it easier for consumers to
shop the category, retailers to
stock their shelves and mixolo-
gists to organize their bar and get
creative.
“The ‘five families’ concept came
from the experience consumers have while
shopping along the cordial aisle,” notes
Rosenberger. “They had so many choices that what would end up
happening is that they would shop for a while, and then not end
up purchasing anything. Our goal, based on this feedback, was to
put our 59 products into five very easy, shop-able mini-segments
dictated by what kind of drink the consumer wanted to make. If
you want true fruit flavor, you would go for something in the
Luscious family, but if you wanted to revive a classic cocktail,
then you would look toward the products in the Signature fami-
ly, composed of staples every bar should have in stock.”
IT’S ALL RELATIVE
In this creative, business-minded move, the new families are
organized based on their flavor profiles and whether the liqueur is
used as a mixer, sipper, shot or after-dinner drink. New product
packaging and merchandising, in turn, gives an individual person-
ality to each family and simultaneously positions DeKuyper as a
firm that is finely attuned to different audiences. Rosenberger

DEKUYPER LUSCIOUS
These mouth-watering fruit flavors
are the perfect mixer for a cocktail.
Luscious drinkers tend to be
females who love natural fruit fla-
vors. Included in the Luscious line
are Peachtree and Raspberry
Rush along with the recently
launched Red Apple,
Pomegranate and Tropical line
Peachtree Margarita
1 part DeKuyper® Luscious
Peachtree® Schnapps
2 parts Sauza® Tequila
_ part DeKuyper® Signature
Triple Sec
3 parts sweet and sour mix
Rim margarita glass with salt,
shake and serve over ice
points out that the families make great
cocktail creations so easy for the consumer,
that if you can figure out one category,
such as the Luscious family, understanding
how to use all the products in the Luscious
family will come to you very quickly.
“Because we have 59 distinctive prod-
ucts with their own personalities, we
wanted to make sure our new packaging
would both help maintain these personal-
ities, but also clearly convey the messages
about the families and have them work
and make sense with both trade (SKU’s)
and consumers in all 50 states, especially
as what will be considered the “top eight”
products will vary by geographical region.”
EACH DISTINCTIVE FAMILY “ALBUM”
UNFOLDS AS FOLLOWS:
Signature: Signature features classic bar sta-
ples for the male or female who tend to
be more knowledgeable about creating
cocktails. The Signature family features
professional-quality mixers such as Triple
Sec, Amaretto Silk and Vanilla Delight.
Pucker: The Pucker family includes
nine sweet and sour flavors most com-
monly used as mixers, but can also be used as
a shot. The Pucker family includes Sour
Apple, Watermelon and Strawberry. Pucker
drinkers tend to be females who like drinks
with fun colors and flavors.
Luscious: These mouth-watering fruit
flavors are the perfect mixer for a cocktail.
Luscious drinkers tend to be females who
love natural fruit flavors. The Luscious fam-
ily includes classic flavors like Peachtree®
and Raspberry Rush along with the recently
launched Red Apple, Pomegranate and
Tropical line.
Burst: The Burst family includes flavors
such as Buttershots®, Hot Damn!®, Sizzlin’
Cinnamon and Blustery Peppermint that
deliver intense explosions of flavor and are
most often used as shots. Men and women
both enjoy Burst flavors and their bold
intensity.
Flavored Brandies: The Flavored Brandy
family includes classic sippers such as
Blackberry, Peach and Coffee. Brandy con-
sumers enjoy quieter occasions shared with
quality spirits.
“We are pleased to offer our consumers a
unique solution to dealing with the over-

SIGNATURE:
Signature – Signature features classic bar staples
DEKUYPER PUCKER for the male or female who tend to be more knowl-
The Pucker family includes nine sweet and sour fla-
edgeable about creating cocktails. The Signature
vors most commonly used as mixers, but can also be
family features professional-quality mixers such as
used as a shot. Pucker drinkers tend to be
Triple Sec, Amaretto Silk and Vanilla Delight
females who like drinks with fun colors and fla-
The Signature family features professional-
vors. The Pucker family includes Sour Apple,
quality mixers such as Triple Sec, Amaretto
Watermelon and Strawberry.
Silk and Vanilla Delight.
Appletini
Amaretto Stone Sour
1 part DeKuyper® Pucker® Sour Apple Schnapps
1 part DeKuyper® Signature Amaretto Silk Liqueur
1 part ABSOLUT® Vodka
1 part sweet and sour mix
Splash of sweet and sour Mix
1 part orange juice
Shake and serve
Stir and serve over ice

10 BIN 2 0 0 8 • I S S U E 4
“As American tastes broaden in general, we want to show our on-
and off-premise accounts as well as consumers that making great
cocktails can be easy and accessible. Just as it was once as diffi-
cult for the average person to prepare a gourmet, multi-course
dinner at home, making specialty cocktails was once as daunting.
However, with the new families, we aim to show consumers it can
be done, and you do not need twenty separate ingredients to
achieve the kinds of cocktails you enjoy when dining out.”
— Sheryl Rosenberger, Senior Brand Manager DEKUYPER BURST
The Burst family includes products that
deliver intense explosions of flavor and
whelming expanse of the cordials category,” said Rosenberger. “Organizing the are most often used as shots. Men and
products into five families will help simplify consumers’ shopping experience women both enjoy Burst flavors and their
bold intensity. The Burst family includes
by identifying what product they should buy based on how they plan on using
flavors such as Buttershots, Hot
DeKuyper. One of the advantages of family segmentation is that if consumers
Damn!, Sizzlin’ Cinnamon and
know how to use one flavor within a family, they will know how to use all the Blustery Peppermint.
flavors within a family. DeKuyper has paved the way in making it easier for
Caramel Apple Shot
retailers to sell and display our products. The five families approach will help
1 part DeKuyper® ButterShots®
convert consumer browsing into purchasing by making the category more user Burst Schnapps
friendly.” 1 parts DeKuyper® Pucker®
“As American tastes broaden in general, we want to show our on- and off- Sour Apple Schnapps
premise accounts as well as consumers that making great cocktails can be easy Chill and serve
and accessible,” adds Rosenberger. “Just as it was once as difficult for the aver-
age person to prepare a gourmet, multi-course dinner at home, making special-
ty cocktails was once as daunting. However, with the new families, we aim to
show consumers it can be done, and you do not need twenty separate ingredi-
ents to achieve the kinds of cocktails you enjoy when dining out.” DEKUYPER
FLAVORED BRANDY
EXTREME MAKEOVER: FAMILY EDITION The Flavored Brandy family includes
The packaging not only updates DeKuyper’s existing appeal, but supports the classic sippers. Brandy consumers
enjoy quieter occasions shared with
distinct use and feel of each product family. Results from pre-launch test-mar-
quality spirits. The Flavored Brandy
ket research revealed the new packaging outperformed other liqueurs packag-
family includes classic sippers such
ing by 22%. Furthermore, respondents indicated that the new packaging was as Blackberry, Peach and Coffee.
superior to other liqueurs, and suggested what was inside the bottle was high
quality and probably great tasting. Midnight Berry
1 part DeKuyper® Blackberry Brandy
The new packaging, which hit store shelves nationwide in March 2008 will 1 part DeKuyper® Signature Coffee
continue to be supported by significant merchandising efforts to help retailers Liqueur
organize the entire liqueur aisle. To further these efforts as well as the refreshing 1 part ABSOLUT® Vodka
of its web site (www.dekuyperusa.com <http://www.dekuyperusa.com>), Chill and serve in a martini glass
DeKuyper is implementing trade advertising to increase awareness of the five
families.

12 BIN 2 0 0 8 • I S S U E 4
 Rosenberger says all that research has already paid off. One
recent survey had respondents comparing DeKuyper’s labeling to
their closest competitor. The feedback recorded that the prospective
users preferred the new “families” labeling to the other brand by 22%,
with product personality and ease of use being clearly conveyed.
MIXOLOGIST MAGIC
DeKuyper has also recently strengthened its “family ties” with the
Flair Bartenders’ Association, where the liqueur brand will be the
used in competitions across the country. With more than 11,000
members, the Flair Bartenders’ Association offers bartenders the
opportunity to work with DeKuyper in five major industry competi-
tions throughout 2008. The Flair Bartenders’ Association, created in
1998 to teach the art of flair, grow the sport of freestyle or extreme
bartending and support all styles of performance bartending in a safe
and fun manner, endorses some of the largest bartending competi-
tions in the world.
“As we see it, bartenders and mixologists are the chefs that
launch the trends,” affirms Rosenberger. “They have told us that they
have always loved DeKuyper innovations in cocktail mixers and
liqueurs, and in turn, we try to help them. What we do for them is a
way for us to thank them for what they have done for us.”
In four of the upcoming competitions, bartenders from around
the globe will compete be judged based on their creative ability to
juggle ingredients, speed of mixing cocktails and accuracy in pouring
cocktails. For the fifth competition, DeKuyper will be the lead spon-
sor of the (now) DeKuyper Blue Blazer Challenge, in which bar-
tenders will create their own signature drinks and be judged on flair
and mixology. With nearly 59 diverse flavors in the DeKuyper port-
folio, mixologists will have ample inspiration to produce an exiting
new generation of innovative and flavorful cocktails.
“We are excited to work with the Flair Bartenders’ Association,
one of the most respected organizations in the field of mixology,”
affirmed Brian Stockard, DeKuyper’s associate brand manager.
“DeKuyper is the brand bartenders trust to add fun, flavor, color and
now flair to their cocktails. We believe that our new partnership
with the Flair Bartenders Association will benefit participating
mixologists by offering them an expansive portfolio of flavors.
Furthermore, it is also a brilliant opportunity for us to promote the
new five families of the DeKuyper portfolio to members of the trade
who are on the front lines of cocktail making.”
DEKUYPER’S MARKETING MITZPHA
After the successful launch of the families approach and the new pack-
aging, DeKuyper’s efforts to reach a greater number of distinct niche
markets was bolstered when the Union of Orthodox Jewish
Congregations of America honored the company and its prolific port-
14 BIN 2 0 0 8 • I S S U E 3
folio with the largest Liquor Kosher Certification in the United States.
Along with the refreshed graphics and typeface, bottles hitting the
shelves in March 2008 and beyond will bear the Kosher OU (Union of
Orthodox Jewish Congregations of America) seal on its bottles.
This seal verifies the products are formally manufactured under
the supervision of the Kashruth Division of the OU at the Beam
Global Cincinnati facility along with other Beam Global products,
such as the OU certified Starbucks™ Liqueurs and Leroux® liqueurs.
According to the OU (whose certification indicates a product may be
consumed by all those who observe kosher dietary laws or other
dietary requirements), the Beam Global facility produces the most
Kosher-certified spirits in the country.
“Prior to Kosher certification, we realized there was a solid mar-
ket that we were not initially talking to directly and we wanted to
change that,” Rosenberger says. “With our sister products under the
Starbucks brand having Kosher certification, we realized how impor-
tant it was to be make DeKuyper’s products available to anybody who
wanted to consumer them.”
“We are pleased to recognize the largest liquor OU certification
in the United States,” concurs Rabbi Eliyahu Safran, vice president,
communications and marketing, Union of Orthodox Jewish
Congregations of America, which for 80 years, has maintained the
highest standard of kosher supervision. “It is a testament to the qual-
ity and care that goes into crafting DeKuyper that these products will
now carry the OU seal. Our ongoing partnership with Beam Global
is a great example of how we can work together to make more prod-
ucts available to those who follow a Kosher diet.”
Rosenberger, meanwhile, expressed that receiving OU certification
for DeKuyper’s portfolio of products is a great honor as well as a fantas-
tic opportunity to reach a variety of consumers from different demo-
graphics. “We appreciate the support of the OU in securing this impor-
tant designation,” she notes. “Even more consumers can enjoy our
products, including the best-selling Pucker® Sour Apple, Peachtree®
Schnapps as well as our newest flavors Red Apple, Pomegranate,
Tropical Mango, Tropical Pineapple Coconut and Tropical Papaya,
which add a fresh dimension of flavor to every cocktail.”
CALIFORNIA COOL
Rosenberger notes that with 59 selections, regional favorite
DeKuyper products will be as different as the regions themselves.
The company marketing department has observed that in the cooler
climes of Northern California, the top three DeKuyper products are
Peppermint Schnapps, Triple Sec and Sour Apple in Northern
California, while in Southern California, the top three (in this order)
are Triple Sec, Apple Pucker and Sour Apple. As the West is hip to
trends and new flavors, however, she does observe that Pomegranate
is in the top eight in both regions. ■
16 BIN 2 0 0 8 • I S S U E 4
 If you make a living in the spirits
industry you need BIN...
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SEPTEMBER 2007
INDUSTRY NEWS
fresh drinking experiences intended to add
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tous and standard tequila shot. To comple-
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establishment / company name

name (please print)

gods. This sacred leaf from the first domes-

ticated plant elevated them to a higher
plane mentally and physically.
I would To your customers, coca leaf is the mys- WHITLEY NEILL AIDS
like to tical ingredient of AGWA de Bolivia, a AFRICAN FAMILIES IN NEED
receive 100% premium Coca Leaf Liqueur with How can you go wrong with something dis-
Beverage remarkably unique properties which satisfy tilled from the "Tree of Life?" Whitley Neill, a
Industry those looking to tune in to a heightened gin "inspired by Africa, made in England"
News social experience. with nine different botanicals in it, is not
every Served chilled as a shot (Bolivian Kiss) designed to club you over the head with
month or mixed easily with other spirits (Agwa juniper as some gins have been known to
for Margarita, Mojito or Martini etc.), this green do. Launched in 2005, it is produced in
liquid gem cuts through the white noise in the small batches in an antique copper pot still,
1 Year market place with its authentic background and contains two African botanicals—
$48.00 and premium positioning. baobab fruit and Cape gooseberries.
state

And how is this for a definition of premi-
2 Years um: The sacred coca leaf is transported
under armed guard via air cargo from
$72.00
Bolivia to Amsterdam, where it’s macerated,
distilled and blended into AGWA de
Bolivia. Exclusively distributed in California
zip
Whitley Neill London dry is a bold vibrant
gin with fresh citrus aromas and a smooth
elegant finish.
Extremely versatile, Whitley Neill makes
the perfect cocktail base but is just as easily
sipped neat and over ice. Not only does it

by Young’s Market 800-627-2777. taste delicious but 5 percent of profits are

SAUZA’S NEW
MARKETING CAMPAIGN
Beam Global Spirits & Wine, Inc. and
Sauza® Tequila, announced the launch of
“Expect Fresh,” the new marketing cam-
Please fill out form and return with payment to: paign for Sauza® Blanco and Sauza®
Beverage Industry News Gold. The “Expect Fresh” campaign chal-
For Southern California delivery mail to: lenges the standard tequila category through
160 W. Foothill Pkwy, Ste. 105-95, Corona, CA 92882
an emphasis on refreshment, mixability and
For Northern California delivery mail to:
171 Mayhew Way, #202 • Pleasant Hill, CA 94523 18 BIN 2 0 0 8 • I S S U E
VISA • MASTERCARD • AMERICAN EXPRESS
donated to Tree Aid, a charity that helps
some of the poorest families in Africa by
planting trees. For more information, please
visit www.whitleyneill.com.
Awards: 95 points , “Classic” Patterson’s The
Tasting Panel 2008; Double Gold medal San
Francisco World Spirits Competition 2007; Gold
Medal, "Best in Class" International Wine & Spirits
Competition 2007; 91 points, Gold Medal -
rated "Exceptional" BTI Chicago 2007.
4
 POUR OF THE MONTH

Finest
CALL POUR OF THE MONTH

LTR: Adam Bullock, The Brassiere mgr., Kathy Walker, Bartender,

Pebbles Johnson, Beverage mgr., Joe Maloney. v.p. of Food &
Beverage Cache Creek Casino Resort
From their humble beginnings as a bingo hall over 20 years ago,
Cache Creek Casino Resort has evolved into a 415,000 square
foot full-service destination resort. Designed to provide guests
with every creature comfort, the facilities and staff take the resort
experience to a whole new level.
The gaming floor features almost 3,000 slot machines, the
most in Northern California. Cache Creek also features over
140 table games, all comparable to games you will find on the
Las Vegas strip. Each of the 200 rooms, including the 27 elabo-
rately decorated suites; offer sweeping, panoramic views of the
gorgeous Capay Valley mountain range or the swimming pool
located on a blissful hillside.
Cache Creek offers an array of restaurants to satisfy the most
discriminating palate, including C2 Steak Seafood, Kung Fu Fat’s
Asian Café & Noodle House, Loco Caliente Mexican Cantina,
Harvest Café, The Sports Page Pub & Grill, Blue Point Oyster Bar,
The Deli, Sweets, Etc, and their newest restaurant, The Brassiere.
Additionally, Club 88 features special concerts and events with
stars like the Pointer Sisters, INXS, Robert Cray, Dionne Warwick,
Andrew Dice Clay, ZZ Top and more. Or, patrons can play the
new championship golf course, Yocha-De-He and later relax in
the Hotel’s full Spa.
At the bars, Cache Creek’s mixes of choice are Finest Call
which offer a complete line of superior mixes from Sweet & Sour,
Grenadine, Strawberry, Raspberry and Peach purees, to the pre-
mium Cosmopolitan Martini and Sour Apple Martini mixes.
As v.p. Of Food & Beverage Joe Maloney says,” Finest Call
offers a complete line of very high quality mixes and purees that
afford us the opportunity to use several of them in all our different
venues.”
Cache Creek Casino Resort is located at Highway 16 in
Brooks, CA.
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