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Inside
48
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INDUSTRY INSIGHT
By Alan Forester, CPA, Attorney

EDITOR’S CHOICE
36 COCKTAIL CORNER
WORLD COCKTAIL WEEK
By Dale DeGroff
18

38 BRAND PROFILE
6 COVER STORY 3 AMIGOS TEQUILA

40 BRAND PROFILE
HATHAWAY’S MIXERS

42 NEW PRODUCTS & PROMOTIONS

44 COMPANY PROFILE
JFC INTERNATIONAL

SNOW QUEEN VODKA
THE DAWN OF A MAGIC
QUEEN-DOM
Hot new import Snow Queen
36 Vodka charms with a cool mix of
tradition, elegance and regal
promotional prowess.
48 CATEGORY FEATURE
RED, WHITE AND BOURBON
With roots that wind back to
the Revolutionary War, bourbon
stands as America’s spirit-ual
leader among beverages.
60 CATEGORY FEATURE
A NEW TWIST ON TONIC

14 INDUSTRY NEWS 64 TASTING CORNER

2004: ANOTHER TOP
16 BRAND PROFILE VINTAGE IN PIEDMONT
ULTIMAT VODKA
68 BRAND PROFILE
18 CATEGORY FEATURE TEQUILA ANGEL BENDITO
A NEW GINERATION
The cocktail revolution has 70 IN THE MIX
pushed gin front and center. BOMBAY SAPPHIRE GIN
64 By Juan Alvarez
26 BIN FEATURE
10 TRENDSETTING 72 POUR OF THE MONTH
MIXOLOGISTS FINEST CALL MIXERS
1515 Restaurant and Lounge
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY
VOLUME 90, ISSUE NUMBER 25
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 FOUNDED IN 1934
binonline.net
PROPOSED SAN FRANCISCO BAN
ON TOBACCO SALES IN DRUG STORES Southern California
Business, Production and Editorial Office
160 W. Foothill Parkway, Suite 105-95
In May 2008, San Francisco Mayor Gavin Newsom proposed banning sales of tobac- Corona, CA 92882
951 272-4681 Fax 951 272-4816
co products (including cigars, pipes, and smokeless tobacco) in drugstores. The ban PRESIDENT
does not apply to Costco or grocery stores, though it is unclear why. He is confident Michael Chu
E-Mail: beverageindustrynews@gmail.com
that the San Francisco Board of Supervisors will approve this ban within the next
EXECUTIVE EDITOR
month. The ban would take effect on October 1, 2008, and would be enforced by the
Kim Brandi
San Francisco Department of Public Health, which regulates tobacco sales in the city. 951 272-4148 cell: 626 377-2510
E-Mail: beverageindustrynews@mac.com
Several other states have similar bills pending, some of which would bar pharma-
EDITORIAL DIRECTOR
cies with walk-in clinics from selling tobacco, others, like New York, which would Victoria Vann
apply the ban to all pharmacies, including Wal-Mart. Though most independent 951-272-4681
E-Mail: binvvann@gmail.com
pharmacies no longer sell tobacco products, the big chains such as Walgreens and
CONTRIBUTING WRITERS
Rite Aid continue to do so. Wilfred Wong
Supporters of the ban argue that drug stores are for public health, and thus it is
ADVERTISING REPRESENTATIVE
inappropriate to sell something that is detrimental to one’s health, or causes death. Sherman Callahan
951-272-4681
However, if this argument holds true, why is junk food, caffeine, or alcohol not E-Mail: shermancallahan@sbcglobal.net
banned? Additionally, why only ban a specific retail outlet, why not ban the act of
INDEX/DIRECTORY MANAGER
smoking itself? Tonja Graff
The issue that arises is whether this is within the state’s power to regulate where PRODUCTION
tobacco products are sold and whether this is constitutional. The Supremacy Clause Ashley Koller
in the Constitution (Article VI) establishes that the Constitution and federal statutes Northern California Office
Industry Publications Inc.
are the “supreme law of the land.” The Constitution (Article I, § 8) states that 171 Mayhew Way, Suite 202
Congress has the power to regulate interstate commerce, and tobacco has been rec- Pleasant Hill, CA 94523
925 932-4999 Fax 925 932-4966
ognized as a legitimate article of commerce which can be regulated. Thus, state reg-
PUBLISHER
ulation of tobacco may be pre-empted by existing federal laws. David L. Page
One such law is the Federal Cigarette Labeling and Advertising Act or FCLAA (15 E-Mail: dlpage@earthlink.net
U.S.C.S. §1334(b)), which prevents states and localities from imposing special EDITOR-AT-LARGE
requirements or prohibitions based on smoking and health with respect to advertis- Elyse Glickman
310 497-7157
ing and promotion of cigarettes. However, even though advertising and promotional E-Mail: 4elyse@earthlink.net
requirements and prohibitions may be pre-empted, the statute still gives states sig-
CIRCULATION / PRICE EDITOR
nificant power to impose generally applicable zoing regulations and to regulate con- Manfred Schaffler
duct with respect to cigarette use and sales. ACCOUNTING
Industry Publications
Thus, a state law, designed to deter youth access to tobacco by banning the dis- Debi Hull
play or storage of the products from areas where they are accessible without sales BIN Beverage Industry News USPS 053-880,
assistance, is not preempted since the requirement appears to be unrelated to ciga- ISSN 1054-0423. Is published monthly by Industry
Publications, Inc., except combined in May/June
rette advertising or promotion and seems to more directly address access to tobac- and December/January.
co products, which is well within the state’s traditional police powers. A state or 171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.
Subscriptions are $48 per year (tax included),
locality may therefore have the power to regulate conduct with respect to where cig- single copies are $12.00 each. Periodicals postage
paid at Pleasant Hill, California, and additional
arettes and other tobacco products are sold. mailing offices.
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- POSTMASTER:
SEND ADDRESS CHANGES TO:
LIQUOR-8 (877-547-8678). ■ BIN Beverage Industry News
171 Mayhew, Suite 202
Pleasant Hill, CA 94523
Disclaimer: This article is not to be construed as legal advice. Please check with an
attorney before taking action.
2 BIN 2 0 0 8 • I S S U E 6
EDITOR’S CHOICE

The Brazilian Wax

■ 2 oz Cabana Cachaça ■ Pineapple juice ■ Club Soda ■1/2 teaspoon of Triple Sec

SEXY SUMMER COCKTAIL

Cabana Cachaça
The most talked about brand in the hottest new spirits catego-
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impurities common in most cachaça, creating an amazingly
versatile spirit perfect for a wide variety of exciting cock-
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Musa-Ler
The Fresno-based Simonian Spirits Company has now
tapped into the pomegranate phenomenon with Musa-
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historical legacy. Musa-Ler is 100% natural pomegran-
Hula Girl Premium Cocktails
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SIKU Glacier Ice Vodka

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Don’t let your drink go topless. Drix Topper
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with a bottom shot glass rimmer that rims any
size shot glass. A perfect barware combina-
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Siku Glacier Ice Vodka is the only ultra
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clean, smooth finish. Look into it.
www.sikuvodka.com

4 BIN 2 0 0 8 • I S S U E 6
 THE DAWN OF A MAGIC

Queen-dom
HOT NEW IMPORT SNOW QUEEN VODKA CHARMS
WITH A COOL MIX OF TRADITION, ELEGANCE
AND REGAL PROMOTIONAL PROWESS.

Many vodkas on the market can claim, rightfully, that they are award-winning, popular with celebrities and taking
the best bars and restaurants of America by storm. They certainly have the bells and whistles, from their old-meets-
new production processes, to artisan package design to over-the-top bartending competitions and celebrity endorse-
ments. Snow Queen Vodka, however, has clearly succeeded with a very dignified “less-is-more” approach.
The “Queen” has, in effect, bet a very crowded kingdom of vodkas that she could rule on her own terms, sim-
ply on this basis of her clean singularity (as in, no flavors but the “original”). Her subjects are very select and high
profile (Scarlet Johansson to Mick Jagger to Prince William). She rules the gastronomic and hipster scenes of the
U.K. (available at London’s most it nightspots--Chinawhite, Cocoon, Nobu Berkeley, Momo and Movida--and
retailers such as Harrods and Selfridges), and sees this success as the keys to the kingdom of a very different kind
of domain in America.
Thanks to a slew of international critical response and awards in international tasting competitions, the Snow
Queen’s plan to conquer the hearts of trade and consumers in the United States was moved ahead of schedule. In
addition to the expansion of top California markets in April 2007, Snow Queen vodka found its way into bars in
New York, Chicago, Miami, Houston, Dallas, New Jersey, Las Vegas and the Caribbean.
“We are thrilled with the incredible reception that Snow Queen has received in the US,” said Rowland Hill,
CEO of Snow Queen vodka, in light of the June 2008 “official” launch in Los Angeles. “Snow Queen has fast
become the vodka of choice for so many important people, and while this is no surprise based on the quality of our
product, we are delighted with the rapidity in which this has occurred.”
Snow Queen is technically new to California, but thanks to her appearance at high profile gatherings attract-
ing Hollywood royalty (such as the official launch event and the high exposure success of Distinctive Assets’
Grammy 50th Anniversary glamorous pre-awards celebration earlier this year, drawing the likes of Fergie, Mary J.

6 BIN 2 0 0 8 • I S S U E 6
 “We don’t have to be the number one selling vodka in
California. I would much rather make sure that every place
where we can be found has a bottle moving...”
— Rowland Hill
CEO, Snow Queen Vodka

“The sales force at Wine Warehouse is incentives and education. “With on prem-
attentive and the portfolio is excellent,” ise clients, we are totally reliant on people
affirms Hill. “Because of their size and focus, who sell the products,” he says. “It is nice
Rowland Hill, CEO of Snow Queen Vodka we will become important to them because when owners and general managers get our
their portfolio is more focused. They let us product on the shelves, but it is really up to
Blige, Prince, the Foo Fighters, Josh Groban know from the beginning that they really those selling products on a day to day basis
and other music industry A-Listers), a buzz wanted to work with us to see our goals for to be enthusiastic. For this reason, we have
about this hot and cool new vodka has been Snow Queen realized in the Western U.S. a solid educational and incentive-based
going strong since the start of 2008. That They confirmed, in effect that had we gone program. We are not reinventing the
said, however, Hill stresses that his select with somebody larger, we would have been wheel, but we are generating awareness for
and relatively small, focused team of reps just another brand in the portfolio. I know trade and consumer audiences through tast-
(six focused on California) deserve as much that by the time I announce, ‘Welcome to ing programs, our Snow Queen girls making
credit for spreading the word about Snow the world of Snow Queen,’ we can be the rounds and good signage. We want our
Queen’s power before the launch. He also assured that our 250 existing accounts will people on the floor so that every ‘A’
credits Wine Warehouse, serving as their be well served and we will sell 500 cases.” account we have gets advised by a Snow
official distributor, for understanding that
Queen person once a week and every ‘B’
their goal is to be the best, not just in terms THE GOLDEN AGE APPROACHES… account we have will be visited every other
of product, but product support.
AND EDUCATION RULES! week. There is no other brand that does
According to Hill, the success of Snow that, and comes so frequently.”
LOYAL AND ROYAL Queen Vodka is also linked closely to Hill also notes that based on his
“We realized early on that we needed to
choose a distributor carefully, especially as
we’ve seen so many independents being
swallowed up by the big boys,” observes Hill.
“In terms of larger distributors, you may find
yourself in houses that are really good, but
the amount of attention their people can
give you is limited based on activities of
other client brands that are the paymas-
ters—the big corporate brands---you have to
look after. From the beginning, we chose to
market ourselves by old fashioned selling
and grass-roots word of mouth. Though we
have not yet launched officially in Los
Angeles, we already secured 250 accounts
before we’ve even used the distributor we did
choose—Wine Warehouse.
As Hill saw it, Wine Warehouse was an
ideal candidate for Snow Queen’s distribu-
tor, based on their previous handling of the
Belvedere Vodka when it first arrived on the
US Market. However, he was even more
impressed with Wine Warehouse’s inner
workings and hands-on style of customer
service which was in keeping with the way
Hill’s own team approached prospective on-
and off-premise clients.

8 BIN 2 0 0 8 • I S S U E 6
SNOW QUEEN PASSION
1 fresh Passion Fruit
1.25 oz Snow Queen Vodka
0.75 oz Passion Fruit Puree
0.5 oz Grand Marinier
1.5 oz Lychee Juice
Muddle the passion fruit in a Boston shaker.
Add all the ingredients into the shaker with a
handful of ice cubes. Shake vigorously for 20
seconds. Pour into a tall glass filled with ice
cubes.
SNOW QUEEN KYOHO QUEEN
1.8 oz Snow Queen Vodka
0.2 oz Honey
0.2 oz Elderflower Cordial
1.8 oz Apple Juice
Handful of Kyoho or Green Grapes
Muddle the grapes in a Boston Shaker.
Add all of the ingredients, excluding the Apple
Juice with a handful of ice cubes. Shake vigor-
ously for 20 seconds. Strain & Serve into a
highball glass with crushed ice. Top off with
Apple Juice and a thinly sliced apple shaped
like a fan.
SNOW QUEEN SMOKEY SNOW
0.5 oz Tobacco Syrup
2.2 oz Snow Queen Vodka
3 Green Olives stuffed with Stilton Cheese
Dash of Bowmore 17 year old Whisky
Make the tobacco syrup by boiling cigar
leaves, water and sugar until the mixture
reduces. Rinse a martini glass with the
whisky and discard. Add the Snow Queen
Vodka into a Boston Shaker with a handful
of ice cubes. Stir vigorously for 20 sec-
onds. Strain and serve in the Martini
glass. Serve garnished with the 3
stuffed olives on a cocktail stick.
SNOW QUEEN SHERBET
1.8 oz Snow Queen vodka
1.2 oz Rosewater
0.2 oz Crème de Framboise
2 tbsp Lemon or Elderflower
Sorbet
Dash of Gomme
1.8 oz Soda Water
1 Orange Wedge
Muddle the sorbet in a Boston Shaker
with Snow Queen Vodka. Add the rest
of the ingredients with a handful ice
cubes. Shake vigorously for 20 sec-
onds. Strain into a highball glass and
top with soda. Garnish with a wedge
of orange.
research, competing vodkas do not send out
people nearly as often as Snow Queen does.
Having such an attentive team, even with
the investment of time and money, howev-
er, will result in building the brand at a
steady pace and preventing stock from get-
ting stuck on the shelves.
“We don’t have to be the number one
selling vodka in California. I would much
rather make sure that every place where we
can be found has a bottle moving,” says
Hill. “Instead of telling my distributors I
want to be in 2,000 stores by a certain time,
I would rather be in 200 accounts and make
sure that we look after the people who are
committed to supporting the brand, and
help us help them make the product move
off the shelves. Once we achieved that
thoroughly, then we can move on to the
next 200.”
Hill credits this attentive style of mar-
keting to gaining equal footing in retail
stores with its more established competitor.
He notes that when Snow Queen was first
introduced, bottles were placed on top and
bottom shelves of retailers. Thanks to
exposure, education and the reinforcement
of their message, the brand is squarely at
eye level with consumers, between the
Grey Goose and Belvedere. And as far as
Hill is concerned, the timing couldn’t be
better, as he perceives the successful reign
of those other brands fading into history.
“The lifestyle market is very important
to where and how we are positioning our
brand,” he says. “We felt the best way
to introduce people to Snow Queen
was to present her in very highly pop-
ulated markets. As it turns out, the
people who make the super premium
market what it is are the tastemakers
of America. Nine years ago when
Grey Goose was launched, we were
grateful for what they did to the vodka
market because they basically created
this niche category of high end
lifestyle oriented vodka. In the decade
that has passed, meanwhile, everybody
has had Grey Goose, it has lost some
of its cache and status, and is no longer
the hip new thing. With the void they
left, we perceived we could fill that
niche and that’s why we pitched it
with the lifestyle market.”
10 BIN 2 0 0 8 • I S S U E
Gulnida Toichieva, owner of Snow Queen Vodka
FAIRY TALES CAN COME TRUE…
Once upon a time, in the land of
Kazakhstan (the ninth largest country in
the world and the sixth-largest producer of
grain), Snow Queen came to life, inspired
by a Hans Christian Anderson fairy tale
and produced for a very discerning female
market in Europe. When its popularity was
hitting its stride on the European continent
and Great Britain, the owner of Snow
Queen (Gulnida Toichieva) approached
Hill about developed the brand outside of
Europe, but doing it in such a way that it
would maintain its exclusive and upscale
cache. At that time, it was only sold at the
best retailers, and she made it clear to Hill
that the product would never be meant to
go into mass production.
However, as in many fairy tales, the
magic reveal of Snow Queen’s potential was
carried out by handsome young princes. In
this case, it was Princes William and Harry
of Wales, caught in the tabloid press enjoy-
ing a night out at a posh night club sur-
rounded by Snow Queen bottles.
“You can imagine that after that
moment everybody wanted to have it,” Hill
recalls. “It was the moment, business-wise,
when we began to go from A to B. We real-
ized as the product became more popular,
we emerged as the third largest super premi-
um vodka in Europe. In turn, it gave us the
impetus to start seeking out other markets
throughout the world. From there, the
obvious place (we) looked at was America
because it makes up 90% of the super-pre-
mium market.”
Hill stresses Snow Queen’s arrival was a
6

Martin Kuta(left) and Rowland Hill (right) with
members of Snow Queen’s L.A. Team.
Alfredo Gama and Liz Ortiz of Wine Warehouse,
Martin Kuta, VP of Snow Queen
A bartender spins a “Queen-ly” dirty martini to life
Snow Queen’s L.A. Launch at the Sunset Tower Hotel
THE “QUEEN” MAKES WAVES
Snow Queen has made a series of cameo appearances in
Hollywood, including the 50th Anniversary of the
Grammy Awards and other high profile parties. However,
its summertime launch at one of the most fashionable
poolsides in L.A. (on the roof of the historic Sunset Tower
Hotel) marked an official debut fit for a Queen…or per-
haps we should call it a coronation!
On June 12th, Snow Queen held court via a variety
of specially-designed cocktails that complemented a
swimwear showcase of the latest looks from Fabucci
Swimwear by Susan Campos. Heading this royal proces-
sion was Snow Queen Vodka CEO Rowland Hill and
President and Owner Gulnida Toichieva, while London-
based deejay Max Chipchase set the mood with a modern
disco fanfare. The occasion also enabled Snow Queen
Vodka to bestow a contribution to P.S. ARTS commemorat-
ing its expansion to California. P.S. ARTS is an organiza-
tion dedicated to restoring arts education in public schools
throughout Southern and Central California. At this time,
Snow Queen will be expanding her territory into
Colorado, Georgia, Massachusetts and New Mexico mar-
kets during June 2008.
The event was a who’s who of top L.A. lifestyle jour-
nalists, key local Snow Queen account people, Alfredo
Gama and Wine Warehouse top brass, and the Snow
Queen girls rounding out the royal guest list. Snow
Queen’s own variations on the Dirty Martini and white
grape juice Cosmo quenched the collective palates on this
early summer evening.
very structured launch starting in 2006 with
its forays into Chicago and Washington, DC.
Five months later, Snow Queen successfully
conquered the hearts of New York and
Miami connoisseurs. In 2007, Snow Queen
then expanded her territory from the original
urban centers into the rest of the states.
Chicago into Illinois, Miami into Florida
and so on. By September 2007, Hill and his
team felt secure enough in their efforts to
march on into Texas and Las Vegas.
“We experienced a huge upsurge because
the brand experienced enormous traction in
places like Houston, where we sold something
like 4,000 cases,” notes Hill. “Exposure in Las
Vegas gave Snow Queen an even greater
boost. Today, we are now in 26 states with
three more to add this year. And just like
European and Hollywood royalty, we’re all
about being seen in all the best places. We’re
doing an Alicia Keyes event in New York,
there is a big fashion show in LA headlined by
George Clooney, and Jenny McCarthy and
Jim Carrey will be serving us at their Autism
charity fundraisers. These are the type of
things we want to be involved with.”
…LIKE A NATURAL WOMAN
While status sells Snow Queen effectively
throughout the U.S., Hill points out that
Snow Queen being an organically produced
product boosts her appeal in California. “On
the East Coast, people don’t express as much
excitement about organic products as they
do here in California,” he observes. “In this
state, we found that our production being
organic has already boosted our sales and
profile significantly.”
That said, Snow Queen holds different
kinds of natural appeal for California con-
sumers, based on what part of the state they
live in. Hill says L.A.’s focus on fashion,
trends, clubs, restaurant and upscale living
makes it similar in some ways to New York,
Miami and Las Vegas. For this reason, Snow
Queen has already secured accounts at “it”
restaurant accounts such as Nobu, STK, The
One Group, Coco De Ville and Aura. San
Francisco, meanwhile, has a very strong
showing among fans of organic product as
well as consumers in the alternative lifestyle
market (and there is one member of Hill’s
team exclusively focused on this influential
group). He points out San Diego is interest-
ing because it mixes some of the “wildness
and trendiness of LA” mixed with “the intel-
lectual stimulus of San Francisco.”
Snow Queen also shines because of the
12 BIN 2 0 0 8 • I S S U E 6
timing of its launch, as it stands alone in a
flavor market which is totally saturated, as
people are looking for a cleaner alternative.
“Though I am sure there are a few bizarre
flavors that have not come out yet, if you
look at everyone’s shelves, you will notice
five different brands with all their flavors,”
notices Hill. “No matter the fashion of that
particular moment, three of those brands
will come out with a flavor that will do well
for a short period of time, but will die out
when the fad fades. We don’t want to pour
a lot of money in products that will have a
short shelf life in that respect. We believe
it is better to focus on one product that is
timeless by its very nature.
THE MAKING OF A QUEEN
To craft Snow Queen, parent company
Kazakh Vodka (which has 60 brands and
produces 200 million bottles per year) uses
only organic wheat and artisan spring water
from the Himalayas in her production.
Using Kazakh birch charcoal in its superior
distillation process (a five-time distillation
procedure making Snow Queen one of the
highest distilled vodkas available); Snow
Queen Vodka is one of the purest and
smoothest vodkas in the world. Its produc-
tion by Kazakh Vodka, one of the world’s
largest producers of vodkas, also makes it a
superb value amongst super premium brands.
Hill, however, says that the final prod-
uct and the way it moves people should be
more of a focus than the production process,
even if the process happens to be refined
and successful. The ultimate tests that
ensures a long reign for Snow Queen are
taste tests experienced by consumers and the
involvement of mixologists who demand the
best spirits and ingredients in the creation of
their original cocktails.
“With the current bar/restaurant climate
in the US, conducting national campaigns is
important,” Hill says. “As Vodka is the spir-
it mixologists turn to the most, we have a
campaign in the works as well as a recipe
book created by some of the best bartenders
we hope our bar and restaurant clients will
incorporate onto their specialty cocktail
menus, and we make sure the mixologists
who created the drinks get full credit on the
recipes. With consumers, we generate busi-
ness when we do blind taste tests with Grey
Goose and other popular brands so people
can experience objectively and first hand
what makes Snow Queen different from all
the rest.” ■
 INDUSTRY NEWS
1ST ANNUAL LOS ANGELES
WINE EXPO
The new Los Angeles Wine Expo, a two-day
exposition catering to the trade, is coming to
the Los Angeles Convention Center. It features
over 300 wines including product from CARBE
LLC, DFV Wines, Domodimonti, Pietra Santa
Winery, 28 Below Wine Imports, Blue Moon
Marketing, Clif Bar Family Winery & Farm,
Freixenet USA, Gucho Imports, Hunt Cellars,
International Wine Merchants of America,
Kiamie Wine Cellars, Renwood Winery,
Saviez Vineyards, and Terry Seitz Inc, Importers
of Fine South African Wines to name a few.
Numerous seminars are also planned for
the event. The Expo is held in conjunction with
the Western Foodservice & Hospitality Expo –
Richard C. Poe II the largest regional foodservice show in the
U.S. with a built-in audience of restaurateurs,
DOS LUNAS TEQUILA sommeliers and other wine buyers.
CELEBRATES OFFICIAL
LAUNCH OF GRAND RESERVE
The Golden State’s consumption of tequila is
the highest in the country, making the entrance
into California revolutionary for the tequila
brand. California is the 13th state Dos Lunas
Grand Reserve has entered, with aim to be
available in all 50 states near the conclusion
of 2009.
Dos Lunas launched Grand Reserve, one of
the world’s longest aged tequilas. Every limit-
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is housed in Baccarat crystal, hand numbered
and stored safely in ebonized wooden boxes
with sterling silver key-lock closure. Aged in
very rare Spanish oak sherry casks for ten
years, this extreme aging produces a tequila
that rivals cognac in sophistication and refine-
ment. Priced at $2,500 in very limited-edition
Baccarat Crystal decanters, Dos Lunas Grand
Reserve proves to be one of the finest collector’s
items available. Grand Reserve is now avail-
able as a special order through fine retailers
across California. AMATE SPONSORS FIRST
Dos Lunas Tequila CEO, Richard C. Poe II ANNUAL PINK CARPET EVENT
says this event is meaningful in a number of Most recently Amate was a proud sponsor of
ways, “The addition of Dos Lunas to California the first annual Pink Carpet Celebrity Fashion
has surpassed our expectations. It was clear to Show Event Piensa Más Allá… Think
me that the next step would be to introduce Beyond. This glamorous evening in San
Grand Reserve to the state that has embraced Francisco was hosted by Palomita™ and
the brand with such support.” The unveiling for Chucho™ apparel to celebrate creative
Dos Lunas Grand Reserve took place in expression within the Latino Community while
November of 2007 with a nation-wide launch raising thousands of dollars to benefit the
tour. At a unique event, reflective of the world’s Palomita™ Education Fund, dedicated to
finest tequila, Baccarat and Dos Lunas Tequila improving the lives of young Latinos through
launched Dos Lunas Grand Reserve at a Gala education. For more informationvisit
in San Francisco’s Union Square. www.PalomitaClothing.com/events.
14 BIN 2 0 0 8 • I S S U E 6
 Photos by Guru Khalsa for TheAList.org

The ULTIMAT Beginning

The formal unveiling of Ultimat Vodka kicks off a lively summer for parent
firm Patrón Spirits Company and distributor Southern Wine and Spirits

ltra-premium Ultimat Vodka, the most “The similarities between the Ultimat and Patrón

U recent addition to The Patrón Spirits

Company’s family of fine spirits, offi-
cially entered the market in style with two major
industry-focused launch events in Northern
brands are striking,” noted Ed Brown, President and
CEO. “Ultimat and Patrón are both leading ultra-pre-
mium brands and top of their category, thanks to the
meticulously hand-crafted approach to creating the
Recipes for Success

ULTIMAT MARTINI
2 oz Ultimat Vodka
Slight hint of dry vermouth
Stir and serve in a martini glass,
California (Danville) and Southern California (Los spirits. Like Patrón was in the early 1990s, Ultimat is and garnish with olives
Angeles). Members of Southern Wine and Spirits’ still in its infancy, but thanks to its attributes and the
ULTIMAT COSMOPOLITAN
top brass and Patrón Spirits Company personnel support we’re getting from Southern Wine and
1.5 oz Ultimat Vodka
came together to celebrate Ultimat’s formal intro- Spirits, we see tremendous potential to increase .5 oz Citrónge Orange Liqueur
duction to consumers via restaurant, bar and awareness and build this brand throughout Fresh cranberry juice
California and across the globe. At this stage, Garnish with a lime wedge
retail.
In order to create a real buzz around this estab- Ultimat has what it takes to go straight to the top, ULTIMAT ORANGE CRUSH
lished luxury brand painstakingly crafted from rye, from the sophisticated filtration process that produces 1.5 oz Ultimat Vodka
wheat and potato, mixologists were on hand to an extra clean finish to its lavish Polish hand-blown 1.5 oz Citrónge Orange Liqueur
Fresh orange juice
present a multitude of ways Ultimat could be cobalt blue and clear heavy crystal bottle with a Fresh lime juice
enjoyed in a variety of cocktails. On June 5, indus- crystal and cork stopper to the Southern Wine and Garnish with an orange wedge
try insiders experienced “Ultimat” versions of classic Spirits’ commitment to its ultimate success.”
THE ULTIMAT “ENVELOPE PLEASE”
cocktails at the Blackhawk Auto Museum in Danville The Patrón Spirits Company, the global exclusive
1.5 oz Ultimat Vodka
(near San Francisco), while on June 19, Los importer and marketer of the Patrón Tequila range, .5 oz Citronge Orange Liqueur
Angeles’ beverage people savored the “Ultimat” at acquired the global distribution rights to Ultimat 3 oz Fresh Apple Juice
Vodka from New York based Adamba Imports 2 oz Fresh Lime Juice
Globe Theater at Universal Studios Hollywood
Dash Cranberry Juice
alongside a special lunch prepared by Wolfgang International in July 2007. A 750ml bottle of Ultimat Garnish with apple slice
Puck’s culinary team. Later that night, at The currently retails for $39.99. In addition to the blend
Peninsula Hotel Beverly Hills, another re-launch (The of wheat, rye and potato, artesian well water, THE ULTIMAT BLUE COSMOPOLITAN
1.5 oz Ultimat Vodka
Roof Garden) inspired The Patrón Spirits Company ceramic filters, and the most advanced distillation .5 oz Citronge Orange Liqueur
to put Ultimat front and center among celebrities process (precision hydro-selection, a vapor-liquid 1 oz blue Curacao
and tastemakers, such as E! Entertainment News process) and candlelight filtration render Ultimat one 2 oz Cranberry Juice
Garnish with orange slice
personality Debbie Mantenopolus. of the most refined vodkas on the market. ■
16 BIN 2 0 0 8 • I S S U E 6
 A NEW
GINERATION
THE COCKTAIL REVOLUTION HAS
PUSHED GIN FRONT AND CENTER
By Jack Robertiello and Elyse Glickman

H
as gin finally turned the corner?
After years spent watching vodka
and rum become the white spirits
of choice, brand managers and marketers
have wondered what it would take to get
consumers once again interested in what can
arguably be called the first flavored spirit.

As the cocktail revolution unfolded over the last few years and premium-
ization of spirits became the dominant trend, however, the gin folks finally
saw their opening; when the cocktail blossomed in the 1920s, after all, gin
was the go-to liquor. Modern mixologists have rediscovered cocktails like
the Aviation and the Southside, and new gin-based drinks are finding their
way onto beverage menus at bars and restaurants.
So, at least among the high-end brands and some new variations, gin
is back and growing, with old favorites like Bombay Sapphire, Tanqueray
and Beefeater, and smaller brands like Plymouth, Whitley Neill and Hen-
drick’s, barking up the cocktail tree. The success of niche brands like Hen-
drick’s – with cucumber and rose petals mixed in with more traditional
botanicals like juniper – has blazed a way for other new-fangled brands,
18 BIN 2 0 0 8 • I S S U E 6
CATEGORY FOCUS: GIN continued
like G’vine, with grape flowers added to
the mix; Whitley Neill, employing South
African cape gooseberry and baobab; Avi-
ation, made in the full bodied Dutch style
with a touch of lavender and sarsaparilla;
and Magellan Gin, utilizing spices such as
cloves, nutmeg, and cardamom. Recently,
even wine behemoth E&J Gallo has intro-
duced a new premium domestic gin, New
Amsterdam.
According to Shane M. Graber, vice
president, brand managing director for the
House of Bombay, gin may be turning the
corner after years of stagnation. “Overall,
it’s a great time for gin. We’re seeing that
in America and especially in California,
there is the phenomenon of consumers
trading up, drinking less but better, and
gravitating to spirits. Not only has that
meant good things for vodka, rum and te-
quila, but now we’re seeing the beginning
of what we believe is a gin resurgence as
Americans move more toward the classic
cocktail.”
“The secret of Whitley Neill Gin’s
incomparable taste, unforgettable aro-
mas and the growing success in our select
US markets lies in the purity of the alco-
hol and proportion of botanicals used in
each distillation, and purity is something
that’s very much in demand now with the
American consumer,” says founder Johnny
Neill. “Quality monitoring of ingredients
is an important part of our Batch Distilla-
tion process. This is a complete opera-
tion like malt whisky rather than the
continuous running of the stills as
in the production of grain whisky
or cheaper, less premium Gins.
Our signature ingredient,
Baobab, provides two
very different ingredients—fruit pulp and
seeds--to our Gin, which separates ours
from our competitors.”
On-Premise Promotions
Attract Gin-uine Interest
The on-premise continues to offer oppor-
tunities for gins to distinguish themselves,
primarily as cocktail ingredients, says
Charlotte Voisey, brand ambassador for
Hendrick’s. “Restaurants are seeing that
it makes sense to create cocktail lists that,
instead of 10 vodka cocktails, represent all
the spirits, so that there’s now room at a
wide range of restaurants for a couple of
new gin cocktails opening up.”
While category leader Seagram’s and its
brand extensions are generally off-premise
focused, the leading imported super-pre-
miums tend to look to the on-premise for
activity. For the coming year, Tanqueray,
which now promotes three different
marques – Rangpur, No. 10 and London
Dry – will look to drive awareness and
trial, says Strachan. “Current marketing
activity focuses on the Tanqueray Style
Platform to raise awareness of Tanqueray’s
three variants and the different occasions
for which they can be enjoyed,” he said.
Kicking off in April, Tanqueray Style Ses-
sions are to be held in 10 cities, providing
music, art and urban fashion to trendset-
ting consumers through the eyes of Tan-
queray, supported heavily online.
For Bombay Sapphire, the current
year will focus on trade, specifically on-
premise where the brand was built, says
Graber. Bartender education programs,
specifically using the talents of traveling
brand and mixology ambassadors Milo Ro-
CATEGORY FOCUS: GIN continued
driguez and James Moreland, will make sure
bartenders are proficient in classic and new
gin cocktails. Lots of bartenders are rediscov-
ering Original Bombay these days, says Gra-
ber, but Sapphire continues to drive major
growth for the brand. On the way is a new ad
campaign called “the Spirit of Exploration,”
which launched in May in U.S., along with
more digital activity.
Bombay has also recently collaborated
with crystal producer Baccarat and the jew-
elry house Garrard to produce “Revelation,”
a series of five high-end crystal gin bottles.
To celebrate the unveiling of these jewel–
studded creations, Bacardi’s global mixologist
Merlin Griffiths has created a special cocktail
to be named after the project. Merlin will be
traveling around the world teaching barmen
and public alike how to create “Revelation”
and other newly mixed Bombay cocktails.
For the classic London gin, Beefeater,
meanwhile, marketers will focus efforts
on building brand awareness through ad-
vertising in print and on-line, and driving
trial through an on-premise program called
Sharp’ner. The Sharp’ner program has prov-
en to be successful for the brand, according
to brand director Michelle Riley. Londoners
use the term for the first drink of the evening,
an occasion to meet up with a friend for one
drink. For the Sharp’ner program, the brand
will execute 200+ events in six markets –
Chicago, San Francisco, New York, Denver,
Broward County, FL and Boston.
Beefeater also ran a consumer sweep-
stakes this spring, called “Find the Yeoman.”
The sweepstakes kicked off in March and
offered the winner $25,000 and a Beefeater
noble title. On-premise Sharp’ner events
and internet advertising will be used to drive
target consumers to enter.
PREMIUM COCKTAIL
VENUES ARE DRIVING
THE GIN TREND, SO
AUTOMATICALLY THE GINS
THAT ARE INTERESTING TO
THEM HAVE A POINT OF
DIFFERENCE IN TASTE OR
ORIGINALITY, WHICH IS
VERY IMPORTANT.
-PETER WIJK, BRAND
DIRECTOR, PLYMOUTH GIN
Talking ‘Bout My Gin-eration:
Target Marketing
Marketers of leading gin Seagram’s, a pre-
mium made in the U.S., will focus on its core
African-American market, expanding its fla-
vor portfolio with Seagram’s Apple Twisted
Gin last year and Raspberry Twisted this year,
joining lime and orange extensions. “Flavors
have become an integral part of Seagram’s
recruitment strategy to bring new consum-
ers into the franchise. It gives the brand a
younger appeal and not the old stodgy ‘that’s
your father’s drink’ stigma,” says Seagram’s
global brand director Abegail Domond.
In the off-premise, programming will fo-
cus on brand awareness while focusing on-
premise on recruitment and trial. Flavors
and the higher proof Distiller’s Reserve play
a critical role in Seagram’s strategy to recruit
new consumers through promotions and
sampling, she said.
For the seventh year, Seagram’s Urban
Elegance campaign focusing on African
American men will continue, while the
Seagram’s Gin Live Concert series will run
again. New is the Seagram’s Gin Pursuit of
22 BIN 2 0 0 8 • I S S U E 6
Excellence program, a celebration of African
American male achievement developed to
address rising joblessness and unemployment
among African American men in Atlanta
and Chicago.
Voisey said Hendrick’s will continue
with its small, quirky, Monty Pythonesque
ads placed in magazines like the New Yorker,
and she’ll focus on touring popular markets
like San Francisco and Boston to build brand
awareness and provide on- and off-premise
sampling opportunities.
Martin Miller’s gin focuses on both
on-premise and off-premise marketing, but
Monahan points out that “mixology is key--
working with the best of the best established
and up-and-coming mixologists,” Peter
Wijk, brand director for Plymouth Gin, says
the brand will continue aiming its efforts on
bartender activities, using brand ambassador
Simon Ford to spread the word. “Our focus
is absolutely on the on-premise; it’s crucial
for any small brand to build the preference
there and get the endorsement from mixolo-
gists. Premium cocktail venues are driving
the gin trend, so automatically the gins that
are interesting to them have a point of dif-
ference in taste or originality, which is very
important,” he says.
While Plymouth invests very little from
a consumer marketing perspective, they em-
ploy their “hot house” program, selecting
neighborhoods in strong markets like San
Francisco, Boston and New York where bars
might already feature gin drinks, support-
ing them through training, working hand in
hand with each bar to provide advice and
support.
Though its recently reintroduced sloe
gin is expected to appeal only to cocktail
geeks, it’s a sign of Plymouth’s connection
with star bartenders, who have been pushing
the brand to return the legendary sloe gin to
the U.S. market. “We said, ‘Okay, they sup-
port us, let’s show them that we really sup-
port them as well.”
And Wijk, like other spokespeople,
points out that with bartenders using their
products, gin marketers have developed a fan
base, which is then educating the younger
consumers for whom gin is pretty much a
mystery. Now when those consumers consid-
er what spirit to buy for home entertaining,
gin is once again in the retail mix as well.
CATEGORY FOCUS: GIN continued
THE BRANDS: WHERE THE EXCITEMENT BE-GINS
Like other flavored spirits, different makes of gin distinguish themselves and cultivate their followings through
the way their version of the spirit is distilled, packaged and served. Each individual gin has its own
complexities and personalities which sets it apart from its competitors with flavor, finish and body.

BEEFEATER LONDON DRY GIN THE BBC

Aficionados of traditional gin’s stronger juniper flavor often see 2 oz. Beefeater Gin
Beefeater as the classic go-to brand, thanks to its pungent and 1 oz. Stoli Blueberi
assertive style, and definitive juniper and licorice zip--an outstanding, 3 oz. Cranberry juice
Garnish with a lime twist.
distinctive, clean and crisp gin with a subtle citrus character. Nine
natural botanicals are essential for creating its full-bodied flavor. On THE LONDON LEMONADE
the mouth, Beefeater is clean and brisk, with powerful notes of 1 oz. Beefeater Gin
coriander and black pepper and a very long, tingly finish. Beefeater 1 oz. Hiram Walker Triple Sec
is the quintessential choice for classic gin and tonic drinkers, and can 1 oz. Fresh lemon juice
Mint leaves
stand up to lime and other flavors well. It also is intended to intro-
Garnish with extra mint leaves
duce Americans to the term Sharp'ner, which was coined by and straw.
Londoners as name for the quick, social drink that begins one’s night.

BOMBAY SAPPHIRE LONDON DRY GIN BOMBAY SAPPHIRE TOM COLLINS

2 parts Bombay Sapphire Gin
Refined in its style and less dominated by juniper notes than com- 1 part fresh lemon juice
peting gin brands from the UK, Bombay Sapphire offers a palate that 3/4 part simple syrup
highlights other botanicals, such as orris root, grains of paradise, club soda
cubeb berries and seven other botanicals through its distinctive vapor Garnish with a lemon wedge.
distillation method. While the bouquet suggests subtle gin, the fla-
SAPPHIRE HAZE MARTINI
vor involves a bit of citric zip and a slight cleansing bitterness on the 2 oz. Bombay Sapphire
palate, making it an ideal gin for those who prefer a less aggressive 1oz. St. Germain Liqueur
juniper flavor. 1/2 oz. Monin Blueberry Syrup

PLYMOUTH ORIGINAL GIN THE PLYMOUTH EXPRESS

Billed as “the world’s smoothest Gin,” Plymouth Original lives up to 2 parts Plymouth Gin
that claim with a unique blend of sweet botanicals gives a smoother, 1 part sparkling water
mellower flavor, which also allows it (neat or as a cocktail) to be 1 part lime cordial
paired well with food. While there are heavy juniper hints on the Garnish with 2-3 cucumber slices.
nose and the body is medium, the taste experience begins slightly THE DEVON LEMONADE
fruity and then extends so the intensely dry juniper character soon 1 part Plymouth Gin
comes into play along with earthy notes, spice and a lemon-y bite. 3 parts sparkling water
Plymouth’s master distiller notes that the result comes from using a 2 drops Elderflower Cordial
higher proportion of root botanicals (orris, angelica) in its composi- Garnish with a fresh lemon slice
and mint sprig.
tion. The finish is smooth and dry.

WHITLEY NEIL GIN KING SOLOMON’S COOLER

1 3/4 shots Whitley Neill Gin
This boutique gin offers the unusual claim of being made in England
2 shots Pressed Apple juice
but being inspired by Africa. Even more special is that it contains Top Traditional Lemonade
two African botanicals—Baobab and Cape Gooseberries–that (Ordinary can be used)
impart a distinctive warmth and render this gin an ideal foundation
for a variety of modern cocktails. While the baobab imparts a RED SNAPPER
unique, citrus-y flavor, the gooseberries’ bitter-sweetness enhances 2 shots Whitley Neill Gin
2 1/2 shots pressed tomato juice
those tangy flavors. A garden of global delights, including cut and 1/2 shot fresh lemon juice
dried angelica root from Western Europe, dried lemon and orange 4 drops Tabasco sauce
peels from Spain, cassia bark from South East Asia, Florentine Iris 4 drops Worcestershire sauce
(Orris Root) powder from Italy, coriander seeds from Western 1/4 shot medium sherry
Europe and juniper berries from Tuscany and Umbria in Italy and 1 pinch celery salt
1 pinch black pepper
also India round out Whitley Neill’s flavor profile. Rim glass with salt & black pepper.
Garnish with celery stick.
28 BIN 2 0 0 8 • I S S U E 6
30 BIN 2 0 0 8 • I S S U E 6
32 BIN 2 0 0 8 • I S S U E 6
34 BIN 2 0 0 8 • I S S U E 6
 COCKTAIL CORNER

Chris Patino from Absolut and Lu Brown George Nemac at Hugo’s Lounge
from the Swizzle Sick Bar at Cafe Adelaide in Sydney.
in New Orleans.

World Cocktail Week By Dale DeGroff

I
t’s nice to know that 200 years after the cocktail was invented, it’s The museum’s annual fundraiser and
still being celebrated. May’s events revolving around World Cocktail membership drive, World Cocktail Week,
Week illustrates there’s more enthusiasm than ever for the modern was celebrated in May, naturally on May
6th-13th, in over 15 cities in the U.S. and
cocktail, that bartenders are getting more inventive and that education is
abroad. The event, established by MOTAC
the cornerstone of contemporary mixology. One city in particular that to recognize the men and women who have
has taken the cocktail to new heights is New Orleans. created the distinct culture surrounding
the service of cocktails, also generated
There are many reasons for making Southern Food & Beverage Museum’s new buzz about the museum. Curator Ted
New Orleans the home of the first cocktail home this June, New Orleans is poised to Haigh, aka Dr. Cocktail, has designed an
museum in the world aside from giving become a major destination for food and extraordinary exhibit featuring a collection
the founders a great backdrop to party. beverage professionals. Chris McMillian, of artifacts and memorabilia showcasing
Considered by many to be the birthplace of one of MOTAC’s tenders, has also 200 years of the American cocktail. An
the cocktail, the city of New Orleans is immplemented a new cocktail seminar official ribbon-cutting ceremony will be
known for its rich multi-cultural heritage, program attracting leading bar chefs from held on Monday, July 21st at the beautiful
with numerous traditions and festivals around the world. new location in a space shared with the
making it one of the most colorful cities in Southern Food & Beverage Museum at the
the United States. Establishing a museum Riverwalk Marketplace.
dedicated to mixology education, while cel-
Going Strong –
ebrating the history of the cocktail, will also For 200 Years
help revitalize tourism in a city still healing The dates May 6th and May 13th, 1806 are World Party
and working its way back from the damage significant in cocktail history. On May 6th, Not surprisingly, many bar owners around
inflicted by Hurricane Katrina. a letter to the editor of the Hudson, NY the world have embraced the anniversary
Many are determined to make New periodical, The Balance and Columbian of the cocktail — in my experience, there
Orleans a world cocktail mecca. Ann Repository, queried about the meaning of is never a problem finding something to
Tuennerman, founder of the annual culinary the word cocktail. In his reply on May 13th, celebrate in a saloon.
and cocktail festival, Tales of the Cocktail, the editor defined the word cocktail as a In New York, Employees Only owners
which is slated this year for July 16th- 20th, mixed alcoholic drink: “Strong spirits of Jason Kozmo and Dushan Zaric served a
has succeeded in attracting over 5,000 any kind, sugar, water and bitters,…” and so menu of New York classics to a roaring
industry members to the city each July. began an American culinary institution that crowd. The bar was packed, the cocktails
With the opening of The Museum of the would sweep across the globe over the next fabulous and it was like a family reunion;
American Cocktail™ (MOTAC) and the 200 years. every NYC mixologist who could get the
36 BIN 2 0 0 8 • I S S U E 6

night off was there. Audrey Saunders
at Pegu Club served a Corpse Reviver
with Plymouth, Cointreau and Per-
nod; a Maker’s Mark mint julep; BarSol
pisco sour; and a Hendrick’s gin Pimms
Cup. Ann Tuennerman and Julie Rein-
er also hosted a party at the Flatiron
Lounge, presenting Charlotte Voisey’s
award-winning cocktail, Punch and Judy,
the signature drink of the 2008 Tales of
the Cocktail.
In New Orleans, Tim McNally rallied
about ten different bars to participate in
World Cocktail Week, culminating in a
big celebration at Café Adelaide hosted
by Ti Adelaide Martin and Lally Brennan,
who also own the legendary Commander’s
Palace. So many talented mixologists,
including Marvin Allen of the famous
revolving Carousel Bar at the Montele-
one Hotel; Chris McMillian, now at
the Renaissance Hotel; Chris Patino of
Absolut; Lane MacDougall of Whiskey
Blue; Misty Kalkofen from Boston; Adam
Seger and Charles Joly from Chicago;
Mark Kuller from Proof in Washington,
D.C.; Vincenzo Marianella from Doheny
in Los Angeles; and too many others to
mention, generously donated their time
to support this event.
Museum co-founder Robert Hess
worked especially hard, personally bring-
<OG<I@<E:<
ing World Cocktail Week to the best bars
in Seattle. Zig Zag, my favorite in Seattle,
-'#'''P<8IJ
served among other special cocktails,
the Mexican Firing Squad with museum
F=:FFC
sponsor Partida tequila.
Mark Ward, owner of Hugo’s Lounge J‹bl#d\Xe`e^`Z\`e>i\\ecXe[`Z
in Sydney, Australia is the roving `jk_\fecpmf[bX`ek_\
ambassador leading the World Cocktail nfic[dX[\n`k_gli\
initiative in all of Australasia, actively
>i\\ecXe[`Z^cXZ`\i`Z\n_`Z_
advocating support for the museum. This
`jlgkf-'#'''p\Xijfc[%
is the third year that Mark has devoted
Lj`e^Xgifgi`\kXip`Z\Yc\e[`e^
tremendous time and energy to building
this event, and in doing so, he magically gifZ\jj#J`blY\Zfd\jc`hl`[Xk
reduces the distance between the U.S. d`elj),[\^i\\j:\cZ`lj#
and our wonderful mates down under. Zi\Xk`e^Xnfic[$ZcXjjmf[bX
H. Joseph Ehrmann, Jeff Hollinger, jfZc\XeXe[jdffk_#`kZXeY\
Tony Abou-Ganim, Ann Tuennerman \eafp\[e\Xk%
and Duggan McDonnell put together an
entire week of events in San Francisco
to honor their very unique bar traditions.
This included a “pilgrimage” led by
Diego Loret de Mola of BarSol Pisco to
Cypress Lawn Memorial Park to honor
the creator of the Pisco Punch, Dun-
can Nicol, at his burial place. Boston,
St. Louis, Los Angeles and other cities
also saw the best mixologists shaking
on behalf of the Museum of the Ameri-
can Cocktail, celebrating the rich history
of the cocktail while advocating good
values: excellence and education in mix-
ology and responsible consumption. 3

PUNCH AND PISCO SOUR 1 ounce lemon juice

JUDY
(Created by Charlotte
Voisey, Flatiron Lounge
New York City)
1 ounce Martell VSOP
1/4 ounce Old New
Orleans Crystal Rum
1/2 ounce Hendrick’s Gin
1/2 ounce Bols Orange
Curacao
2 ounces pineapple juice
1/2 ounce freshly
squeezed lime juice
1/2 ounce orange juice
1/2 ounce Partida agave
nectar
2 dashes Angostura
Bitters
4 mint leaves
Assemble ingredients in
a mixing glass with as
much love and interest
that is healthy.
(Created by Marvin
Allen, Carousel Bar in
the Monteleone Hotel,
New Orleans)
2 ounces BarSol Pisco
1 ounce fresh lime juice
1 ounce simple syrup
1 small egg white
Shake until well chilled
and frothy strain into
martini glass. Sprinkle
2-3 drops Angostura
bitters on top.
GINNIFER
FLOWERS
(Created by Lu Brow,
Swizzle Stick Bar at Café
Adelaide, New Orleans)
2 ounces Plymouth Gin
3/4 ounce St. Germain
Elderflower Liqueur
1/2 ounce simple syrup
1 drop Fee’s Lemon
Bitters
Shake and serve.
MEXICAN
FIRING SQUAD
SPECIAL
(Created by Charles Henry
Baker, Jr., The Gentleman
Campanion, made at Zig
Zag Cafe, Seattle)
4 parts Partida Silver
Tequila
1 part fresh lime juice
1/2 part house-made
grenadine
3 dashes Angostura
Bitters
Shake and strain into
cocktail glass. Garnish
with an orange twist
and cherry.

`e]f7j`blmf[bX%Zfd
Gc\Xj\\eafpi\jgfej`Ycp
 BRAND PROFILE

3 Amigos Plays the Field

and Wins
Santiago Gonzalez knows a good tequila is built—
literally—from the ground up.

Though master distillers are often

given credit for bringing a premium
tequila to life, 3 Amigos tequila pro-
ducer Santiago Gonzalez understands
that even with the best, time-honored
techniques and traditions, it’s the
source (blue agave plants) that will
ultimately determine the final prod-

Santiago Gonzalez
uct’s success.
In recent years, the tequila cate-
gory has gained a lot of exposure in
the beverage industry due to big
money luxury-driven marketing cam-
paigns, glitzy promotions, fancy packaging and celebrity endorsements—
aspects the Phoenix-based Gonzalez has found somewhat overwhelming in
the process of finding an audience for 3 Amigos Tequila. However, one
thing he can count on is that his industry-acclaimed blue agave, grown on
his family’s farm in Mexico, produces a tequila that is every bit as luxurious
and consistent (if not more) than high-profile competitors.
“I've been out on the farm," admits Gonzalez, in light of the expanding
tequila market. “I didn't know (anything) about this other stuff.” What he
does know, however, is that the most effective way to get word out on the
tequila (distilled and bottled in Jalisco and brought to El Mirage, AZ for dis-
tribution and marketing) is to go the grass-roots route and personally ask
people to sample it. By asking people to try it, in turn, the humble farmer
has been able to place 3 Amigos in exclusive grocery stores, hotels, restau-
rants and sports arenas. “Once they taste it, they're going to buy it," he said
during an interview in his office. "We're doing a good job, and we're proud
of this stuff.”
Gonzalez's family has grown blue agave on its own farmland for nearly
40 years, and sold the crops to Herradura. However, three years ago
Gonzalez and his brothers took their future into their own hands when they
decided to distill and bottle their own. Once the first bottles of 3 Amigos
Tequila came off the line nearly a year ago, a man who spent his life work-
ing the soil has taken his new mission to city streets, becoming a
one-man farmers market, spreading the word about his product.
Since then, he has made impressive headway, land-
ing accounts at AJ's Fine Foods, Barrio Café (a
nationally acclaimed Mexican restaurant in cen-
tral Phoenix) and US Airways Center, home of
the Phoenix Suns, with restaurant operations
directed by Levy Restaurants.
Even with this success, Gonzalez may
never have the volume of the major brands,
but he has earned cache with an independ-
ent product that stands on its own merits.
“We wanted to make something affordable
where people can drink the good stuff,”
Gonzalez notes.

38 BIN 2 0 0 8 • I S S U E 6
COMPANY PROFILE

Bloody Wonderful!
The newly launched Hathaway’s Mixers infuse new life into an old
classic with a mix of exclusivity, originality and marketing savvy.

With that in mind, Hathaway’s Mixers and accou-

A
ppleton Lane Inc. is not merely a com-
pany in the food business. In fact,
since its inception in 1996, they have
concentrated on developing, producing, importing
and distributing upscale specialty foods. The
company’s niche is limited by choice, with exclu-
sive country clubs, upscale restaurants and a very
small group of hand-picked retailers as the pri-
mary focus.
40 BIN 2 0 0 8 • I S S U E 6
trements, do much more than just provide a founda-
tion for the ultimate Bloody Mary cocktails.
Hathaway’s is not just a line of mixers, but a fully-
rounded concept designed especially for the carefully
selected accounts…and the accounts’ particularly
selective customers. Though Appleton Lane has cre-
ated special gourmet Bloody Mary mixes for more
than a decade, the product line, with its flavor profiles
and unique marketing approaches have only been
around for a year. Growth is intended to be steady
and carefully planned.
“Our initial mission was to make a Bloody Mary so
good that nothing else needs to be added,” says Tom
Bright, CEO of Appleton Lane. “We’ve created some-
thing that is truly a gourmet product, and
we’ve made it ours alone, with three offer-
ings of Original, Robust and Energy flavors.
We’ve also got a plan in place for our exclu-
sive outlay of distribution, starting in
Southern California and slowly and careful-
ly adding customers that fit the niche. The
first country club with whom we did our
unique on-premise promotion (a special bar,
detailed below) noted that within the first
month, their sales were up by over 200%
simply by reintroducing their Bloody Mary
with the added spark of Hathaway products
to their members. At a nearby retailer sell-
ing Hathaway, meanwhile, it was reported to
us that it outsells other Bloody Mary mixes
three to one.”
The Original, a superb base for the tradi-
tional Bloody Mary, is made with fresh grat-
ed Horseradish, while their Robust Bloody
Mary mix features the distinctive kick of
fresh pureed Jalapenos. According to Bright,
the brand leaders of competing Bloody Mary
mixes make their products with aseptic
methods, which in turn, makes it very diffi-
cult for the full flavor of the tomatoes and
other components of a Bloody Mary to come
through in a way that’s true to the classic.
Only a hands-on approach, the Hathaway
way, can address this problem satisfactorily.
“When we prepare our mixes, we cook
the contents at 180 degrees as we emulsify
the ingredients so natural flavors come out.
We use fresh grated horseradish, fresh grated
jalapenos and other fresh ingredients people
would use if they were making their own
cocktails at home. Everything one would
want is already in there…this is what sepa-
rates Hathaway from the competition.”
Elevating the Bloody Mary mix category
to a new level is Hathaway’s Energy-based
Bloody Mary, incorporating B-12, Taurine,
Inositel, Caffeine, Niacin and
Glucuronolactone. The impetus to reinvent
this continuously rolling wheel, according to
Bright, came from a close examination of
what the energy drink market did over the
last five years, and noticing its annual
growth at double digit rates among the 21-35
year-old market segment. However, as Bright
and his colleagues were keenly aware energy
drinks had a very specific taste, they
approached their chemists and asked them if
they could create an energy “mix” that
appealed to the youth demographic but end
up with a flavor profile free from the strong
medicinal flavors often identified with ener-
gy drinks.
As a result of Appleton Lane’s artisanal
approach to creating a classic-yet-modern
base for the Bloody Mary, adopters to this
trio of category-defining products include
“Our initial mission was to
make a Bloody Mary so
good that nothing else
needs to be added...”
– Tom Bright,
CEO of Appleton Lane
such destination Southern California restau-
rants as Northwoods Inn’s 3 Forks Chop
House, Red Hill Country Club, Hacienda
Country Club, Liquorama (Upland) and
The Bottle Shop (Sierra Madre). Beyond
Hathaway’s ambitious debut, however,
Bright mentions that Appleton Lane’s hand-
crafted on-premise promotions add an extra
dimension of exclusivity and artisan appeal
to the products and the venues that serve
them. This comes in the form of 10 special-
ly-built portable bars featuring the compa-
ny’s colorful array of 11 accompaniments
including three flavors of celery, four types of
olives, baby corns, green beans, pickle
wedges and onions. Any Country Club
with distribution of Hathaway’s can call
Appleton Lane’s office and with 48 hours
notice have a complete Bloody Mary Bar
promotion. Completing the picture is a
choice of two types of glassware, table tents
and drink menu support.
“We’re looking closely at who our clients
and customers are,” affirms Bright. “We
have identified that country clubs are our #1
focus and target for this product, and follow-
ing that, the four and five-star restaurants.
The customers whom we have targeted have
made fresh Bloody Marys at their locations
from scratch and have bought different
ingredients to develop their own artisinal
blends. However, we have been told by
these clients hundreds of times that
although they have used the best ingredients
to develop the perfect bloody mary for their
selective clientele, they say they have never
found anything that matches the optimum
quality—fresh or pre-made—until Hathaway’s
came along.”
Although Hathaway mixes have also
garnered a buzz in Las Vegas, and the Bloody
Mary’s will be flowing at a July event for
Hollywood impresario Jerry Bruckheimer,
Bright maintains the company plans to keep
Hathaway’s growth controlled so the quality
of the product that ends up on the bar is
never compromised.
“Southern California is on the cutting
edge on a lot of products,” Bright observes.
“However, we’re still staying really focused
on golf courses, country clubs and top restau-
rants within a small corridor of 400 cus-
tomers starting at the coast and reaching in
to where the 60 and 210 freeways meet. We
have not fully completed our plans for
expansion into Palm Springs or San Diego,
and though we have a lot of enthusiasm from
Las Vegas, we want to be sure that when we
move into that market, we are fully prepared.
The conversation on the Bloody Mary is
new again, so we will see where what we’ve
done takes us in the coming year.” ■
 NEW PRODUCTS & PROMOTIONS
1
1 Cruzan Launches NEW GUAVA RUM 2
Cruzan Rum, produced on the island St. Croix, has
launched Cruzan Guava Rum. The new flavor will be added
to their current portfolio which includes black cherry, coco-
nut, mango, pineapple, banana, citrus, raspberry and vanilla.
Cruzan Guava Rum is available nationwide for a SRP of
$11.99 per 750 ml bottle. Visit www.cruzanrum.com.

2 SKYY SPIRITS Unveils Cutty Sark

New Blended Malt Scotch
The new Cutty Sark Blended Malt Scotch Whisky, a 100%
pure malt scotch, is blended from single malts from the
Speyside region of Scotland. It is described as having me-
dium golden color with light floral and vanilla aromas. Cutty
Sark Malt Scotch retails for $29.99 for a 750ml bottle and is 4
available in select markets. Visit www.skyy.com.

3 FOREST GLEN’S Gold Medal Winners

Forest Glen 2007 Magenta Rosé won a gold medal at the
2008 West Coast Wine Competition. Forest Glen was also
3
a big winner at the 2008 Pacific Rim International Wine
Competition, with the 2006 Pinot Noir taking a gold medal/
Best of Class/Best of Show award, and the 2007 Sauvignon
Blanc winning a gold medal/Best of Class award. Forest Glen
Winery, Sonoma, CA, 707-265-4060

4 KAHLÚA Adds Mocha to the Mix

Kahlúa has added Kahlúa Mocha to its family of coffee
liqueurs. Kahlúa Mocha is made with 100% Arabica coffee,
natural vanilla and dark chocolate. To support the launch,
Kahlúa will offer consumer in-store sampling where legal,
a 50ml trial program and specially designed POS materials.
Kahlúa Mocha will be available in 50ml, 750ml and 1L sizes.
The 750ml retails for a suggested price of $17.99.
Visit www.kahlua.com.
6
5 Introducing PORTA SHOTS
Porta Shots are a new and innovative concept in alcohol
COLD RIVER
packaging where one 30ml (1 ounce) portion is sealed in a
VODKA
flexible pouch making them perfect for outdoor activities
is triple distilled from
and glass restricting venues. Now available through Western
Maine potatoes and
States Beverages www.westernstatesbev.com. For more infor-
mation, please visit www.portashots.com or contact Andre 5 water from the Cold
River aquifer.
Beukes 813 425 4441.

6 Introducing COLD RIVER VODKA

Cold River Vodka is batch-distilled from 100% Maine po-
tatoes in a copper potstill in Freeport, Maine. The brand is
distilled and bottled by Maine Distilleries, the only ground-
to-glass operation in North America. Cold River recently
earned double gold honors at the San Francisco World Spir-
its Competition and was named the best American vodka in
F. Paul Pacult’s Kindred Spirits 2. Cold River is gluten-free
and is available in select markets for a SRP of $35.
Visit www.coldrivervodka.com.

42 BIN 2 0 0 8 • I S S U E 6
COMPANY PROFILE
PERSUASION BEYOND ASIAN
With a new Los Angeles headquarters opening its doors, JFC hopes to carry their sake
and spirits to a global village of accounts and clients throughout America.
T
hough Japan Foods Corporation (JFC) International
has brought the best of Asian food and spirits to
America since 1906, today it currently offers an
impressive 7,400-item product line. However, even with JFC
offices located throughout the world (including Canada, Mexico,
Australia and the EC) JFC is now looking ahead to a new century
and an ever-widening base of diverse accounts within the United
States. While JFC has historically satisfied diverse demands of
Asian-American retailers, restaurants and consumers, it is now
shifting its focus toward penetrating new demographics and
accounts beyond its established core of clients.
44 BIN 2 0 0 8 • I S S U E 6
To realize its ambitious goal of capturing a
variety of non-Asian markets in America, JFC
moved its headquarters from San Francisco to
Los Angeles. The new L.A. hub, opened May
1, incorporates and builds upon their existing
automated warehouse technology, contempo-
rary office environment, user-friendly food
service catalogues and modern test kitchen.
During the course of this summer, additional
warehouse space will be added. Their spirits-
oriented web site (Sakeexpert.com), mean-
while, reflects the constantly increasing inter-
est in and demand for Sake (Daiginjo, Ginjo,
Junmai, and Honjozo), Plum Wine, Shochu
and other spirits, not just among Asian con-
sumers, but a vast representation of people
from all ethnic backgrounds and age groups.
 However, according to Steve Mapes (national sales manager of with our core Asian clientele but potential clients as well. It is also
JFC’s beverage department), new office space and a web site with a important to note that with the recent economic downturn in Asia,
user-friendly format are just the first steps in reaching out to a larger excellent food and beverage companies have turned to America, and
business base. He explains that the new-and-improved headquarters to us in turn to put their products into on- and off-premise hands as
and a more open marketing approach will ultimately elevate sakes well as everyday consumers.”
and spirits from “Asian specialty products” to must-have essentials Though Americans have also felt the pinch of the economic
that trade and consumer customers will turn to everyday and for downturn, consumers Stateside have dealt with it differently than
many purposes and recipes. their Japanese counterparts, enjoying exotic dining and drinking
“In the last several years, Los Angeles has emerged as the perfect experiences as tourists in their own town, and in even greater
hub for many Asian food and beverage distributors, especially thanks numbers, buying high quality sakes and spirits for entertaining at
to its size and diverse population,” notes Mapes. “In keeping with the home. Because of this trend, Mapes and his team realized that
improvements we have made in our location and our facilities, we when doing promotional events for sakes and spirits in Los
have brought in lots of new people and trained them to not only work Angeles and New York, they had to think outside the bento box
with regards to their guest lists.
“In the past, when we did sake-tast-
SAKE RECOMMENDATIONS ing trade events, Asian restaurants were
the focus,” says Mapes. “However, with
■ OZEKI SAKE 1.5L ■ OZEKI JUMAI REISHU 300ML our upcoming event in Los Angeles this
Junmai • Smooth & Fragrant Junmai • Light & Smooth September at the Sofitel and future
A fresh, well balanced taste that all types of A pleasant combination of full-body flavor events to follow, we are opening it up to
sake connoisseurs appreciate. and a light smooth finish. restaurants of all descriptions as well as
Sake Meter Value: +4 retailers…any professional interested in
Alcohol: 16% Acidity: 1.6
learning about sake and other Asian
spirits so they in turn can educate their
customers. The time is now to widen
the net. Our web site is designed with
the same idea in mind, so many people
can check out our products and learn
■ OZEKI GINJO PREMIER 720ML ■ OZEKI KARATAMBA 720ML about what makes each individual prod-
Junmai Ginjo • Light & Fragrant Honjozo • Light & Smooth uct unique.”
Rich, fruity aroma and clear delicate taste. Sharp dry taste and refined clearness. Mapes is also a believer in cultivating
Sake Meter Value: +7 Sake Meter Value: +7 young (under 40) American consumers
Alcohol: 16% Acidity: 1.4 Alcohol: 15% Acidity: 1.5
and mixologists as many trends start with
this group, and it was this broad group that
has brought about a universal embrace of
sushi, Pan-Asian food and a more cosmo-
politan palate. He points out that his best
sellers are higher-end “boutique” sakes
■ OZEKI SAKE DRY 180ML ■ HANA AWAKA 250ML from the house of JCTO as well as Ozeki
Junmai • Dry & Smooth Junmai Sparkling Sake • Light & Fresh for sake drinkers.
A light, smooth, crisp, clear, and dry taste. Refreshing sparkling sake with soft sweetness.
Two years ago, more than a million
Sake Meter Value: +8 Sake Meter Value: -60
cases combined of sake and Sapporo Beer,
Alcohol: 14.5% Acidity: 1.3 Alcohol: 7% Acidity: 2.9
with the aid of JFC, made their way into
the U.S. market. Mapes projects that num-
ber will continue to grow, especially with
better facilities that can better serve the
importers. “Even during times like these,
Americans are looking for a touch of luxu-
SAKE METER VALUE
ry, and JFC can deliver with a high quality
Like wines, a sake can be defined either as dry or sweet as its basic characteristics. In Japan,
Nihonshudo, or the Sake Meter Value, is often used to determine whether a sake is either dry or range of spirits,” he concludes. “With more
sweet, or in between, by measuring the amount of residual sugar and alcohol in it. In this meas- than 200 sakes and spirits on our roster,
urement, water is given a value of ±0, and a sake with Sake Meter Value of ±0 should taste neu- not only do we have something for every-
tral, neither dry nor sweet. A positive value means less residual sugar and therefore a drier sake. body, but the people and resources to get
Likewise, a negative value indicates a sweeter sake. our products where they need to go.” ■

46 BIN 2 0 0 8 • I S S U E 6
 BOURBON:
EVERYBODY’S ALL AMERICAN
With roots that wind back to the Revolutionary War, Bourbon
stands as America’s spirit-ual leader among beverages

by Elyse Glickman

A
merica’s bars are filled with spirits originating from all parts of the world and oth-
ers made here but created from traditions brought to America from other cultures
(i.e. wine, whiskies and beers are prime examples). In a way, this analogy is
reflective of what makes up most of America’s population. However, there is one spirit that
stands alone as definitively American—Bourbon. Named for Bourbon County, Kentucky
(its birthplace) and distilled from corn (our nation’s most famous grain crop), its character
and the way it is produced represents American ingenuity and know-how. Its cultural ori-
gins and connections with American history are highlighted on the American Whiskey Trail,
a tourist initiative developed by the Distilled Spirits Council. Maker’s Mark, Four Roses,
Bulleit Bourbon, Jim Beam, Knob Creek, Wild Turkey, Wild Turkey Honey and Old
Forester, some of which are part of the American Whiskey Trail, are all great names in
Bourbon, firmly establishing it as the great American spirit.

Along the American Whiskey Trail–Jim Beam Distillery
BOURBON TRULY IS AN
“AMERICAN ORIGINAL”
The origins of Bourbon are such a valued part
of American history and culture, in fact, that
there has been government legislation
involved in solidifying its status and legacy.
In 1964, an act of Congress declared bourbon
whiskey “America's native spirit,’ while in
2007, the U.S. Senate declared by unani-
mous vote that September would officially be
recognized as “National Bourbon Heritage
Month.” While most brands are produced in
Kentucky, Bardstown, Kentucky, is recog-
nized as the Bourbon Capital of the World,
Bourbon production spans the Eastern
Seaboard and parts of the Midwest,
Tennessee, Virginia, Ohio, Missouri, Kansas,
Indiana, New Jersey, and New York.
Furthermore, Bourbon also holds con-
tinued power to pique the imagination of
connoisseurs, not just in its land of origin,
but around the world. Since 2003, high-end
bourbons’ revenue has increased from $450
million to over $500 million (an estimated
2.2 million cases) in the United States.
High-end bourbon sales accounted for eight
percent of total spirits growth in 2006. By
2007, United States spirits exports, virtually
all of which are American brown spirits,
exceeded $1 billion for the first time.
American whiskies, which include
Bourbon, are now sold in more than 100 dif-
ferent countries, including the United
Kingdom, Canada, Germany, Australia, and
Japan. Key emerging markets, meanwhile,
include China, Vietnam, Brazil, Chile,
Romania and Bulgaria.
Meanwhile, the Brown-Forman cor-
poration reports that sales of its Woodford
Reserve Bourbon business has increased by
50 BIN 2 0 0 8 • I S S U E
CATEGORY FOCUS: BOURBON continued
23% since 2000. The increase is due,
in part, to Woodford Reserve’s
aggressive international expan-
sion efforts (it is now available
in 32 countries worldwide) and
to its high standards in produc-
tion. Woodford Reserve is the
only bourbon crafted using
small copper stills (as opposed to
large column stills) and proudly
boasts as being the only bourbon to
have won all three major international
tasting competitions; the International Wine
and Spirits Competition, the San Francisco
World Spirits Competition, and the
Since 2003, high-end bourbons’ revenue has
increased from $450 million to over $500 mil-
lion (an estimated 2.2 million cases) in the
U.S. High-end bourbon sales accounted for
eight percent of total spirits growth in 2006.
By 2007, United States spirits exports, virtu-
ally all of which are American brown spirits,
exceeded $1 billion for the first time.
International Spirits Challenge.
Clearly, Bourbon has come a long way
in terms of its global recognition and status
in the spirits world. However, the tradi-
tions involved with the creation and distil-
lation of the best brands of Bourbon com-
bine time honored techniques and high
standards. Federal regulations, in fact, cur-
rently stipulate that Bourbon production
must meet stringent requirements: They
must be made of a grain mixture that is at
least 51% corn, distilled to no more than
160 proof (80% abv.), be 100% natural
(nothing but water should be added to the
mixture) and aged in New American
charred oak barrels.
WHAT BECOMES
A LEGEND
For many bourbon distillers, past history
plus upscale marketing often add up to high-
er sales figures in the future. Though bour-
6
bon distillers and their distributors
have effectively stepped up
efforts to reach younger and
international audiences, they
also recognize it is equally
important to keep a grasp on
their existing markets but
mixing a little something old
and a little something new
into the formula.
Old Forester, for example,
decided to pique consumer and trade
interest by recognizing that 2008 marks the
75th Anniversary of the Repeal of
Prohibition in 1933. Just in time for the
Holiday season on December 5, the
Louisville-based distiller will offer the ulti-
mate gift for history buffs and bourbon con-
noisseurs alike with 100-proof Old Forester
Repeal Bourbon, encased in a mock circa-
1933 375ml bottle emblazoned with an Old
Forester replica label from that era. This
edition will also be sold in a gift pack for
$24.99, which in most markets will include
a scroll of the 21st Amendment to the U.S.
Constitution, which ended Prohibition, an
Old Forester snifter and logo pen.
Even with the launch of this new edi-
tion, a big part of this brand’s appeal lies in
the fact that it was America's first bottled
bourbon in 1870, an innovation that came
about when Louisville-native George
Garvin Brown (the Brown-Forman name-
sake) recognized the need for a bourbon to
be consistent high quality and therefore
began bottling Old Forester (presumably
named for Dr. William Forrester, one of
 CATEGORY FOCUS: BOURBON continued

Prohibition's required 100 proof, is a The limited edition spirit produc-

full, deep, charred oak character tion run of 3,000 bottles has been
that will appeal to bourbon- aged 12 years, and is uncut and
lovers everywhere.” non-chill filtered with proof
Every August, the company range of 103 to 116. It is also
releases a new version of Old hoped the interest generated
Forester Birthday Bourbon to by the exclusive release will
commemorate George Garvin draw bourbon customers to the
Brown’s birthday on September other products in the range.
2nd. Retailing for $35 to $40, this “As 2008 is our 120th year dis-
top-of-the-line release offers a flavor tilling the finest Bourbon, we wanted
profile distinctively different from offer- to release a timeless classic with the
ings from previous years. Old Forester will utmost sophistication,” affirms Jim Rutledge,
Louisville’s most well-known and respected
also be launching Old Forester Signature Four Roses Master Distiller and Bourbon Hall
physicians, and one of Brown’s best cus-
Bourbon, a robust 100-proof bourbon rich of Fame member. “Releasing a limited edition
tomers) in glass. Brown, a pharmaceutical
in rye that is packaged and presented just as in April, right before the Kentucky Derby, was
salesman, was so sure of the quality of Old
it was more than 100 years ago. “Old a perfect time, when people from around the
Forester that he put his hand-written guar-
Forester has such a rich heritage and has world visit our Commonwealth, and we want
antee on each bottle. Although the bottle
played such an important role in the evolu- to provide a taste of why Bourbon is synony-
and label have since been redesigned, the
tion of bourbon as we know it today, that we mous with Kentucky.”
signature and handwritten pledge of quality
wanted to bring back a piece of the past to Maker's Mark is also tapping into
still remain on every bottle.
share with whisky enthusiasts,” concludes America’s passion for history by taking
Additionally, Old Forester is the only
Mike Haering, brand director of Old measures to have its first distillery to be
bourbon in existence that has been sold con-
Forester. declared a National Historic Landmark and
tinuously for over a century, including during
For other brands, like Four Roses “The Oldest Continuously Operating
Prohibition (1920-1933), when it received
Bourbon, the appeal within packaging and Bourbon Distillery in the United States” by
one of only ten government permits to pro-
promotion will marry together history with the Guinness World Records Book. As one
duce bourbon for medicinal purposes when
the excitement of rediscovery. In Spring of Kentucky's most popular tourist destina-
alcohol sales were otherwise illegal. No
2008, Four Roses celebrated its milestone tions, Maker's Mark attracts more than
other bourbon sold in the U.S. today can
120th anniversary with the Four Roses 70,000 visitors each year. While millions
make that claim.
Barrel Strength 120th Anniversary Limited have gone into the distillery’s preservation
“Repeal Bourbon celebrates the rich
Edition Single Barrel Bourbon Whiskey. and a new visitor’s center (opened in
history of Old Forester's role as the founding
That is quite a mouthful, but it’s a prod- September 2007), the focus carries over into
brand of Brown-Forman,” notes Joe Murray,
uct and a campaign that’s in perfect sync their packaging and print advertising.
Brand Manager for Old Forester. “Old
with the historic legacy put into the bottle.
Forester still lives up to its claim of 'There is
nothing better in the market' over ALL-AMERICAN FANS
135 years since its inception and is As people are responsible for the his-
proud to be the only bourbon pro- tory of a bourbon’s success, there are
duced before, during and after other brands which have tapped
Prohibition.” into bourbon’s cache as the spirit
“Repeal Bourbon is bot- of the American people. Even
tled from a special selection when the bourbon in question
of Old Forester barrels that is a high caliber luxury edition
exhibited a more robust of the product, the marketing
character that is similar to approach is focused on tying
the Old Forester that was its enduring appeal to the peo-
bottled during Prohibition," ple who love and covet it.
adds Chris Morris, Master Knob Creek Bourbon, one
Distiller for Old Forester. of the most visible “boutique”
"The flavor, presented at bourbons under the Jim Beam

52 BIN 2 0 0 8 • I S S U E 6
BOURBON THE BEAUTIFUL! umbrella and the number one selling ultra-
premium bourbon, has spun a shortage of its
September is National Bourbon Heritage
Month, as Independace Day, one of our most bourbon supply into one of its greatest selling
patriotic holidays kicks off, why not encourage points. In other words, if it sells out, the short-
your most patriotic customers and clients to age speaks volumes about the quality. Press
get into the spirit of things with creative cock- releases and ad campaigns point to the short-
tails that not only bridge the gap between age being a function of the “ …significant out-
Bourbon’s past and present, but the flavor pro- pouring of interest in our fine product.”
files of summer and fall? These recipes are From a marketing standpoint, the inter-
sure to sweeten the occasion. est is apparent. For the past several years,
Knob Creek has enjoyed double-digit
WOODFORD RESERVE NEW OLD FASHIONED growth, far exceeding company forecasting
1 tablespoon simple syrup when barrels were laid down nine years ago.
5 dashes of bitters of jug yeast which results in a silky smooth
While the company is a newer addition to
1 peach slice texture and consistent taste from batch to
bourbon’s American legacy, its marketing
2 1/2 oz. Woodford Reserve bourbon batch. Basil Hayden’s utilizes twice as much
taps into time-honored approaches to mak-
ice cubes rye in it as the other bourbons in the Small
ing bourbon combined with a contemporary
1 peach slice Batch Collection giving it a gentle yet spicy
demand for boutique-grade and exclusive
2 blackberries flavor. Booker’s, bottled between 121 and 127
formulations of the spirit. To further comfort
splash of sparkling water proof, is the only bourbon bottled straight-
its trade clientele and consumers alike, they
Muddle the simple from-the-barrel, uncut and unfiltered.
offer a statement of reassurance that drives
syrup, bitters and 1 Gastronomically speaking, meanwhile,
their message home further: “As we work to
peach slice in the bot- there is nothing more American than a
address the Knob Creek shortage, we want
tom of an old fash- great steakhouse. For this reason, Knob
to emphasize the fact that while we will be
ioned glass. Add the Creek teamed up with Morton’s Steakhouse
increasing the amount of Knob Creek pro-
bourbon, ice cubes, 1 restaurants across the U.S. this summer for
duced to meet our loyal customers' demand;
peach slice, the black- an ambitious series of promotions aimed at
we will continue to produce Knob Creek in
berries and sparkling upscale bourbon drinkers. Steakhouses in
water and stir to combine. small batches. There will just happen to be
several major US cities were transformed to
more small batches than before.”
classrooms so “Whiskey Professors” could
KENTUCKY PROUD MARY To satisfy fans of the higher end small
lead tasting sessions and informative lec-
6 ounces of Bloody Mary Mix batch bourbons, Jim Beam boasts a portfolio-
tures on the making of Knob Creek. Their
2 ounces of Old Forester within-a-portfolio (The Small Batch
web site also features “The Stillhouse,” a vir-
Splash of Worcestershire Sauce Bourbon Collection, developed by Booker
tual club fans of the bourbon can join to
Pinch of smoked salt Noe, grandson of the legendary Jim Beam)
keep informed on the latest Knob Creek
that includes Knob Creek, Booker’s, Basil
promotions and in-depth information about
FOUR ROSES ROSE JULEP Hayden’s and Baker’s. All of them are ultra-
the brand.
2 parts Four Roses Single Barrel premium bourbon whiskies handcrafted in
1 part organic mint simple syrup Maker's Mark also banks on numbers
limited quantities from unique recipes, some
Concentrated Chai Tea when appealing to younger, older and inter-
dating back two centuries. They are carefully
Lemon juice national audiences alike. While
matured for exceptional qual-
Fresh Mint Leaves they lay claim to having
ity. Like selective con-
Fresh Basil Leaves redefined the bourbon
noisseurs, each
category and giv-
Muddle equal parts of brand has its
ing birth to the
fresh mint and fresh unique char-
modern era of
basil with a small a c t e r.
amount of crushed ice. bourbon,
Baker’s uti-
Add a splash of lemon they sub-
lizes a spe-
juice and two splashes stantiate
cial strain
of concentrated chai
tea. Add two parts Four
Roses Single Barrel and 1 part organic mint
simple syrup.

54 BIN 2 0 0 8 • I S S U E 6

THE FINAL WHACK
2 parts Knob Creek Bourbon
1 part Sambuca (white)
1/2 part DeKuyper Crème de Cacao
(white) Schnapps
1-2 dashes of Peychaud’s Bitters
Fill a snifter with ice
and add the Sambuca.
Swirl the Sambuca
around to season and
chill the snifter, and let
sit. In an ice filled
shaker add Knob Creek,
Crème de Cacao and
Peychaud’s Bitters. Stir well. Empty the ice
and Sambuca out of the snifter, the glass
should be chilled and seasoned. Strain the
Knob Creek mixture into the seasoned snifter..
THE BRITISH INVASION
1 1/2 parts Courvoisier Exclusif
3/4 parts Starbucks Coffee Liqueur
3/4 parts Knob Creek Bourbon
2 Orange Peels
Almond Cream*
Pour the Courvoisier
Exclusif into a sugar-
rimmed brandy snifter.
In a separate mixing
glass, combine the
Starbucks Coffee
Liqueur and Knob Creek
and stir. Ignite the
cognac slowly turning the snifter and rotating it
so as to caramelize all the sugars on the rim of
the snifter. Express the two orange peels into
the brandy snifter so as to coat the inside of
the glass with the caramelized orange oils.
(This should create quite a spark so be care-
ful!) Discard the orange peels. Strain the cof-
fee liqueur/bourbon mixture directly into the
brandy snifter, putting out the flame. Layer
the almond cream on top of the mixture.
Allow to cool and enjoy carefully as the brandy
snifter may be quite hot around the rim.
*Almond Cream – Combine 2 oz. heavy whip-
ping cream with 1/2 oz. Orgeat Syrup and
shake vigorously in a glass and mixing tin for
20 slow seconds until sufficiently whipped.
IRISH HONEY RECIPE
1 1/2 oz. American Honey Liqueur
1 1/2 oz. Jameson Irish Whiskey
In an ice-filled mixing glass, add ingredients
and shake until well chilled. Strain into an ice-
filled rocks glass. Garnish with a lime pinwheel.
CATEGORY FOCUS: BOURBON continued
those claims by introducing the fact
that over the past 12 years, the
brand has achieved double digit
growth and even as every step of
the bourbon making process
occurs at the distillery in the
same traditional method that
defines it.
To keep the momentum of
this success going, Maker's Mark
Distillery president Bill Samuels,
Jr. recently announced several
changes to the core leadership team. Kevin
Smith, who joined Maker’s Mark in 1998 as
assistant vice president of operations and
Master Distiller-in-training, was promoted
to vice president of operations and Master
Distiller. Jen Meier has joined Maker’s Mark
as senior brand manager, responsible for
managing the Maker’s Mark business in the
United States. Rob Samuels, global brand
manager since 2006, has assumed the new
position of director, global brand develop-
ment, responsible for the expansion of
Maker’s Mark internationally. The
grandson of the founder of Maker’s
Mark, Rob will also continue to
serve as a member of the
Heritage Team, championing
the Maker’s Mark tradition of
quality and handcraftsmanship
with consumers throughout
the world.
“I am confident Barry,
Kevin, Rob and Jen will enhance
our ability to meet the needs of
Maker’s Mark consumers as we further
build the brand’s foundation, positioning it
for sustained growth in the United States
and abroad,” assesses Samuels. “Our tradi-
tion of quality, craft and heritage will con-
tinue to be our mainstay.”
THE RACE IS ON
When you think about it, the unusual mar-
riage between motor sports and bourbon is
actually a natural fit: two entities that in
their own way unite the concepts of things
that are distinctively American, patriotic,
individual and free-spirited, even when the
56 BIN 2 0 0 8 • I S S U E 6
products (the machine or the spirit)
are at their most refined. Plus one
name adorning another admit-
tedly makes for great product
placement and message rein-
forcement. Jim Beam, the
number one bourbon brand in
the world, with 96 percent
brand awareness in the U.S.,
brings this concept to a new
level. It will no longer simply talk
about its embodiment of heritage,
quality and integrity, but will now show it
though action.
This summer, a special Jim Beam®
Chopper revved its engine as part of
Chopper Challenge, a Country Music
Television (CMT) reality series. The cus-
tom bike, created by bike builder Ralph
Randolph, took a starring role on the June
18 episode of the popular reality television
series. The bike featured the logo of
Operation Homefront®, a non-profit
group that provides emergency services to
troops and their families. The bike
ultimately toured the country
before being auctioned on EBay®
with 100 percent of the pro-
ceeds to benefiting the charity.
Jim Beam bolsters its sup-
port of Operation Homefront
with a $175,000 donation and
included the foundation in
their current marketing cam-
paign, “The Stuff Inside.” Jim
Beam turned conventional market-
ing on its head by linking the quality of
what's inside its bottle to the positive qual-
ities and attributes of selected individuals
and organizations that personify quality and
integrity. There is also a dedicated web site,
TheStuffInside.com, where consumers are
invited to lend their support on line.
“Superficial images inundate us all the
time,” stated Rory Finlay, senior vice presi-
dent and global chief marketing officer,
Beam Global Spirits & Wine, Inc. “When
we came across individuals and organiza-
tions that personified quality and integrity,
we wanted to do whatever we could to
CATEGORY FOCUS: BOURBON continued
Maker’s Mark Distillery
champion these anchors of gen-
uineness.” Maker’s Mark Distillery lounge
“By supporting real-life sub-
jects in non-traditional ways, Jim Beam is
putting the brand's timeless values into a
context that makes them contemporary and
relevant to today's consumer,” continues
Finlay. “We're excited that Ralph
Randolph's chopper creation will continue
to raise awareness of Operation Homefront
and bring further proceeds to this founda-
tion which supports our troops and their
hard-working families.”
THIS AMERICAN LIFE
Other forms of bourbon marketing take a
close-to-home approach…as in drawing
attention to the historic value and distinc-
tions of their own distilleries and hometowns.
Maker’s Mark, for example, is using its
facilities as one of its most effective market-
ing tools. Upgrades to its destination distill-
ery includes Star Hill Commons, a modern
Guest Relations Center located inside a
century-old rack house complete with a
lounge, tasting panel, hand crafted glass
58 BIN 2 0 0 8 • I S S U E 6
mural, a gift shop and wax pots for guests to
dip their own bottles. Visitors can also
experience the Master Distiller's Home (a
reproduction of the distiller’s home in 1954,
with a kitchen posting recipes of the wheat
bread used in Maker's Mark and a library
filled with family memorabilia and interac-
tive art work), a print shop now outfitted
with a custom backlit display to showcase
the commemorative charity bottles (result-
ing in $6 million donated for area organiza-
tions throughout Kentucky and beyond)
and a state-of-the-art audio visual display in
the Bottling House provides visitors with a
close-up demon-
stration of pro-
duction when the
line is not in oper-
ation.
In addition to
its classic bottle
design and small
batch, handcraft-
ed quality, the rich
tradition and her-
itage of Woodford
Reserve truly dis-
tinguishes it as a leader in the super-premi-
um category.
Nestled in the famous bluegrass region
of central Kentucky, amongst some of the
most scenic thoroughbred horse farms in the
country–the historic Woodford Reserve dis-
tillery dates back to 1838 and is considered
a national historic landmark.
With roots that run deep through the
heart of thoroughbred country, Woodford
Reserve has long been associated with
thoroughbred racing and has been
appropriately deemed the official
bourbon of the Kentucky Derby.
Not only has it won a slew of
awards, including the presti-
gious double gold medal, it has
become Kentucky’s number 1
selling super-premium bourbon.
In the midst of its reintro-
duction to the bourbon-drinking
public, Four Roses calls attention to
the fact that they were nation's top-
selling Bourbon in the 1930s, '40s and '50s.
Though the brand nearly disappeared in the
'60s when then-owner Seagram began selling
the brand exclusively overseas to focus on
blended whiskies in the States, distiller Jim
Rutledge and new ownership by Kirin
marked a turning point for Four Roses
Bourbon. It returned to U.S. in 2002 with
distribution limited to Kentucky, as produc-
tion of blended whiskey was suspended.
After the small-scale launch, the brand
began its carefully-planned comeback with
expanded distribution to New York, New
Jersey, Tennessee and Illinois after 45 years of
absence. Rutledge said the demand for Four
Roses Bourbon continues to grow and the
distillery plans to expand distribution further
later this year.
SWEET ENDINGS,
SWEET BEGINNINGS
To sweeten up the release of a new product,
Wild Turkey puts its origins where its name
is, leaving no doubt as to its origins and tra-
ditions. The new, 71-proof Wild Turkey
American Honey Liqueur, made with honey
and Wild Turkey bourbon, brings a new twist
on an American tradition with its fresh citrus
and vanilla nose, palate of honey, caramel
and oranges and exceptionally smooth finish.
The national on-premise promotion carries
the message of Wild Turkey being pure
Americana to its limit--"American Honey"
Sampling teams, female ambassadors in ging-
ham tops, denim shorts and boots will intro-
duce consumers to American Honey with
unique chilled drink machines and a propri-
etary serving paddle.
A nod to Wild Turkey’s roots,
meanwhile, is signaled with a
concurrent Jimmy Russell 54th
Anniversary ad commemorat-
ing the accomplishments of
the brand’s long-time master
distiller. This, and the other
ambitious undertakings of bour-
bon producers bring the much-
needed fresh spin to the old
“home, sweet home” adage. ■
62 BIN 2 0 0 8 • I S S U E 6
 TASTING CORNER
Marcarini Boschi Di Berri
2004: Another Top Vintage
in Piedmont
By Ed McCarthy
I
n January of this year, Piedmontese wine
producers released their 2004 Barolos to
the world, after aging them the required
three years. The wines of Barbaresco, Barolo’s
neighbor in Piedmont, have had a one-year
head start in the market, since they have only
a two-year aging requirement. I have been
tasting barrel samples of the 2004 Barolos
in Piedmont since 2005, and so I knew that
the 2004 Barolos were good. But after tasting
them this year, I was quite surprised at how
exceptional they really are!
64 BIN 2 0 0 8 • I S S U E 6
The renowned Piedmont village,
La Morra, at the base of the Italian Alps.
This message became clear to me in February, when Luca
Currado, winemaker of Vietti, debuted his four 2004 Barolo wines in
New York. I know Luca Currado for a long time, and I’ve seldom seen
him so excited about a vintage. After I tasted the four Vietti Barolos,
I understood Currado’s excitement: 2004, in many ways, is the perfect
vintage in both the Barolo and Barbaresco districts. The wines have
the structure (tannin, acidity, fruit, balance) to age successfully, and
yet they are so delightful even now. The tannins in the 2004s are
relatively soft, which gives them a velvety coating, rather than the
often harsh, austere taste that is common with young Barolos, and, to
a lesser extent, with young Barbarescos.
I can recall drinking the 1996 and 1989 Barolos when they were
young; a challenging experience. It took a while for my taste buds to
recover from the harsh tannins. I cite the 1989 and 1996 vintages
because they are probably the two finest Barolo vintages in the past
two decades; the 1989s have only recently softened and become
enjoyable, while the 1996s still need a few years more to develop.
 Angelina Jolie, voluptuous and powerful at the same time (female
readers might want to substitute Brad Pitt or George Clooney.) In
short, it’s an exciting wine. Again, the price of the ’04 Asili was not
2004, in many ways, is the perfect available at the time because Ceretto is just releasing this wine in
vintage in both the Barolo and the U.S. now, but judging by the cost of the ’03 Asili, I’d estimate its
wholesale price at $115.
Barbaresco districts. The wines have Some of the finest Barolos come from a small vineyard named
the structure (tannin, acidity, fruit, Cannubi which is located on the steep, south and east facing slopes of
the Barolo Commune. One winery lucky enough to receive these grapes
balance) to age successfully, and is Marchesi di Barolo, who has produced wines since the 12th century.
yet they are so delightful even now. Their wines have an intense perfume of vanilla, roasted hazelnut and
rose, and provide some of the best examples of traditional Barolo.
Earlier in the year I tasted the importer Neil Empson’s fine line
of 2004 Barolos, and was particularly impressed with the Barolos of
Marcarini and Poderi Colla. Both of these producers have kept their
Tasting Vietti’s 2004s was quite a different experience. I first tried prices remarkably reasonable: the ’04 Marcarini “Brunate” wholesales
the “Castiglione,” a blend from three Vietti vineyards and the for $40, while Colla’s “Bussia” (from Monforte village) is $48.
readiest to drink now; then the three single-vineyard Vietti Barolos, How does 2004 compare with previous Barolo/Barbaresco
the “Brunate” from La Morra village, the “Lazzarito” from Serralunga vintages? It’s closest to the 1998 vintage, also very good and a bit
and the “Rocche” from Vietti’s home village, Castiglione Falletto. precocious. Since the Barolo and Barbaresco districts are 10 to 15
I realized that this was a vintage that would please every Barolo miles from each other and share a similar climate, there are usually
lover—traditional-style Barolo followers such as myself and those only slight, if any, differences in the vintages of each district. But local
who prefer the more modern, less tannic, readier-to-drink style of winemakers will split hairs and say, for instance, that 1998 was
Barolo. I asked Currado why the 2004s are so drinkable even now. He somewhat better in Barbaresco than Barolo, while 1999 was slightly
smiled and said, “It’s just the way this vintage is.” If he had any wine better in Barolo. The larger district, Barolo has three times as many
making secrets, he was keeping them to himself. The only problem producers as Barbaresco—about 200 to 70.
with Vietti’s 2004s is the price. Thanks in part to our weak dollar,
the three Vietti 2004 single-vineyard Barolos will wholesale for more
than $75; the ’04 Lazzarito, which might be the finest wine from
this vineyard that I’ve tasted, is the bargain of the three at $80; the
‘04 Brunate and Rocche are $87. Vietti’s ’04 Castiglione, at $32
wholesale, is in fact a good value. The Lazzarito and Brunate have EXPERIENCE THE NEW
been aged partially in barriques; the Castiglione and Rocche are aged
in used Slavonian bottes (very large oak barrels.)
AWARD WINNING TASTE.
I followed up the Vietti ’04 tasting with a visit to Ceretto, who
was showing his 2004 wines in New York recently. Ceretto is a
Piedmontese producer who like Bruno Giacosa is equally famous for
Barbaresco as well as Barolo. Federico, who has taken over his father
Bruno Ceretto’s position as head of sales and marketing, represented the
winery. Federico’s cousin, Alessandro Ceretto, is now the wine maker,
succeeding his father, Marcello. Federico Ceretto poured his three
single-vineyard 2004 Barolos: Brunate, Prapó (from Serralunga), and
his star Bricco Rocche (from Castiglione Falletto.) The three of them
were fabulous, and like Vietti’s, all quite accessible now, considering
the strength of the 2004 vintage. Ceretto’s 2004 Bricco Rocche is
destined to become one of the great Barolos of the vintage, but it’s
always expensive. Prices of Ceretto’s 2004s were not available as of
this writing, but the Bricco Rocche probably will wholesale around
$150 a bottle, while the Brunate and Prapó should be about $65.
For me, the Prapó, always very long-lived, is the one to buy,
considering its price versus the Bricco Rocche. I recently
tasted Ceretto’s 1978 Prapó, and it was magnificent. But of course,
1978 is one of the all-time great Piedmontese vintages, destined to
live forever, it seems.
SKYY Infusions voted best tasting
The 2004 that really bowled me over at the Ceretto tasting by the Beverage Testing Institute®
was its single-vineyard Barbaresco, Asili. It reminded me of SKYY Infusions Grape 35% alc/vol (70 proof).
©2008 Skyy Spirits, LLC. San Francisco, CA.
Enjoy responsibly.
 Marchesi di Barolo can trace its heritage back to the 12th
century. Today, the estate has over 100 acres of vineyards.
The greatest Barolo/Barbaresco vin-
tages of the past 20 years, for me, have been
the 1996, 1989 and 1999, in that order,
followed by the 2001, 2004, 1998, 1988 and
1995. Time might prove the 2004 better
than the 2001, although I doubt it; there
are critics who prefer the 2001 to the 1999.
The other vintages? The 1990, bally-
hooed at the time of its release as a “great”
vintage, faded with time and is well past
its peak (while the ‘88s and ‘89s are still
going strong.) All of the next four, 1991
through 1994, were mediocre, ’93 being the
best of them. Another “famous” vintage,
the precocious 1997, is already fading. The
over-hyped 2000 was never better than
average, and does not possess longevity.
Practically no one made 2002; too much
hail and rain (although Roberto Conterno of
Winery Giacomo Conterno, an outstanding
Barolo producer, promises that his 2002
Monfortino from “carefully selected grapes,”
due to be released in 2009, will be one of
his greatest Barolos; I concur, having tasted
barrel samples twice).
The very warm 2003 vintage actually
was better in Piedmont than in other parts
Vignaioli di Santo Stefano is one of five
stunning vineyards that produce Ceretto wines.
of Europe (so far, global warming has not
been that devastating in this mountainous
area). But, why buy the average 2003s when
the much better 2004s are now available?
As for the future, it looks as if 2005 is a
so-so vintage in Piedmont for Barolo and
Barbaresco, but 2006 seems promising. The
jury is still out on 2007; it’s too soon to
make a judgment.
TASTING CORNER continued
Should you buy 2004 Barolos and
Barbarescos, taking into account the
current economic scene? There are a
number of good 2004 Barolos and
Barbarescos available in the $40 to $50
range, wholesale. True, that is still not
inexpensive, but if you compare these
prices to comparable-quality Bordeaux,
Burgundy or Napa Cabernets, Barolos
and Barbarescos are fairly priced.
Meanwhile, I would scoop up any good
2001 or 1999 Barolos or Barbarescos that
are still available.
Frankly, I save my Barolos and
Barbarescos for special-occasion dinners.
My everyday Piedmontese red wines are
Barbera, Dolcetto and Nebbiolo, and in
the warm weather, the producer Borgogno’s
delightful Grignolino and Freisa. Most of
these wines wholesale in the $10 to $20
range, and are delicious—medium-weight,
but with enough liveliness and acidity
to accompany Italian cuisine, as well as
seafood. I’ve never found a better wine
with pizza than Barbera, for example. You
can find these wines available now in the
2006, 2005 and 2004 vintages. Dolcetto is
particularly good in 2005.
There are upscale Barbera wines, of
course; a particular favorite of mine is
Vietti’s 2004 Barbera d’Asti “La Crena”
that wholesales for $30. Thankfully,
Dolcetto seldom rises to these price levels.
For instance, Marcarini’s fabled 2005/2006
Dolcetto “Boschi di Berri,” regarded as
one of the greatest Dolcettos being made,
wholesales for $20!
But If you like the taste of Nebbiolo
(the grape variety of Barolo and Barbaresco,)
seek out Nebbiolo delle Langhe, Nebbiolo
d’Alba, or Roero, the latter two made from
grapes grown outside the Barolo/Barbaresco
zones; all wholesale in the the $15 to $22
price range.
In between Nebbiolo and Barolo/
Barbaresco are two unheralded Nebbiolo-
based wines from Northern Piedmont,
Gattinara and Ghemme. You can buy
Gattinara from Antoniolo, a fine producer,
for $25 wholesale; Travaglini, another
good Gattinara producer, costs even less.
Ghemme, from the very best producer of
this wine, Antichi Vigneti di Cantalupo,
wholesales for about $30.
That’s my Piedmont update for 2008! 3
BRAND PROFILE

CALLING ALL
ANGELS…
Tequila Angel Bendito’s Blanco, Anejo
and Reposado take flight. They are the
newest products in Aguirre Tequila
Imports’ stellar portfolio.

Aguirre Tequila Imports, a company whose tag line is “Join the tequi- throughout the U.S.
la revolution,” is poised to put out a new range of boutique tequilas “Our goals are ambitious but realistic, taking into account the
that epitomizes their spirit of independence, pride and innovation. fact that this range is limited production and hand-produced from
Tequila Angel Bendito tequilas are an ideal addition to the Aguirre start to finish like many of our other brands,” Aguirre says. “If we do
line-up, thanks to focus and attention to detail that separates them 1000 cases of each type in the year starting with our launch, we will
from other limited batch specialty tequilas. be very happy.”
“This is a hand-made product from beginning to end, from the After a launch event tentatively scheduled for late summer,
harvesting to the fermentation to the distillation to the crafting of the Aguirre says his company will follow with a series of print ads and
bottles,” says company CEO Ernesto E. Aguirre emphatically. “Labels promotion through involvement charitable golf tournaments including
are hand-painted right on to the glass, and every step involves some the Carson Palmer Open benefiting Hill View Acres (a home for
form of high quality controls. No matter what the expense involved abused and neglected children), the Jack-in-the-Box/Coca-Cola golf
with this production, if a tequila does not tournament supporting Big Brothers/Big
meet this family’s standards, they won’t “This is a hand-made product from begin- Sisters, the Scott Haggard Memorial Golf
put out a product that’s anything less than Tournament and the Dave Taylor/Jim Fox
what they would want in a fine tequila ning to end, from the harvesting to the fer- Cystic Fibrosis Golf Classics, among many
themselves.” mentation to the distillation to the crafting of others.
The clan in question is the Fonseca The high profile charity events are per-
family, which until recently, had focused the bottles...labels are hand-painted right on fect platforms for Tequila Angel Bendito’s
on harvesting and sourcing agave for
to the glass, and every step involves some tequilas, which are all crafted from 100%
high-end tequilas for generations. Blue Weber Agave grown in the nutrient-
Though the family has been a successful form of high quality controls. ” rich red soil of Arandas, Jalisco, Mexico,
producer for more than 80 years, the – Ernesto E. Aguirre double distilled and aged in American
retirement of the family patriarch prompt- White Oak barrels. The Angel Bentito
ed younger members to reassess their own future in the tequila pro- Anejo is aged for a minimum of two years for a complex and rich
duction process. It was decided that the Fonsecas from here on out wooden taste. The Angel Reposado is matured for nine to twelve
would produce a fine, small-batch trio of tequilas (Añejo, Reposado months in small batch American White Oak barrels for smooth body
and Blanco) designed for a discriminating palate. and flavor. With the Angel Blanco, though there is no aging
After months and years of getting the tequila ready for market, involved, its exceptional purity and softness makes it an ideal foun-
they aligned themselves with Aguirre Tequila Imports, who in turn, dation for a variety of cocktails.
are looking at late summer for their formal U.S. Launch and early fall For more information, visit www.aguirretequilaimports.com or
for their flow to distributors and their accounts in limited markets call Ernesto E. Aguirre at 626-359-1913. ■

68 BIN 2 0 0 8 • I S S U E 6
 INDUSTRY NEWS & APPOINTMENTS
WINE WAREHOUSE KAI VODKA APPOINTS NEW
IN THE MIX TRADE TASTING
Wine Warehouse recently held their annual tast-
SO-CAL SALES REPRESENTATIVE
Kai Vodka LLC has
By Juan Alvarez, ing for the trade at Fort Mason in San Francisco. appointed Gina Johnston
So-Cal President, This popular event always has a huge turnout as their Southern
United States Bartender's Guild from the trade around the bay area. California sales represen-

Gina Johnston
tative. Johnston, has
worked in the wine & spir-
its industry for the past sev-
eral years and is now
Hot Cocktail Recipes Featuring responsible for launching Kai Vodka throughout
BOMBAY SAPPHIRE GIN Southern California.

NEGRONI WITH A TWIST FUTURE BRANDS APPOINTS

1oz. Bombay Sapphire NEW VICE PRESIDENT OF
1oz. Campari SALES, EAST REGION
1oz. Sweet Vermouth Future Brands LLC
Orange wedge and cherry appoints Tony Truzzolino
Take an orange wedge and a cherry - Arnie Cicchetti, event organizer and national acct. dir. to vice president, sales –
(North)-Wine Warehouse, Mrs. Nancy Cicchetti east region. Truzzolino,
muddle together, then pour all ingredients

in with orange and cherry. Shake and
pour into chilled martini glass. Garnish
with an orange twist and cherry.
BLUEBERRY COLLINS
11/2 oz. Bombay Sapphire
1oz. St. Germain Liqueur
Sweet n’ Sour Mix
5 to 6 blueberries
Orange Wedge
Take blueberries and orange - muddle
them together, then pour all ingredients
into a pint glass with orange and blue-
berries. Shake it, then top of with soda
water. Garnish with an orange peel or
lemon wheel.
SAPPHIRE HAZE MARTINI
2 oz. Bombay Sapphire
1oz. St. Germain Liqueur
1/2 oz. Monin Blueberry Syrup
Pour all ingredients in a shaker, then pour
into chilled martini glass. Garnish with a
stick of blueberries.
RASPBERRIES COLLINS
11/2 oz. Bombay Sapphire
1oz. St. Germain Liqueur
Sweet n’ Sour Mix
5 to 6 Raspberries
Orange Wedge
Take raspberries and muddle
them together, then pour all
into a pint glass with raspber-
ries and orange. Shake it -
then top off with soda water.
Garnish with an orange or
lemon wheel.
ANGOSTURA PLANT IN
LAWRENCEBURG WINS
BOTTLING CONTRACT
The Lawrenceburg distillery owned by
Caribbean rum producer Angostura, has signed
a contract with Infinium Spirits to begin bottling
Seagram's Vodka. LDI expects to produce 1 mil-
lion cases of Seagram's Vodka in the next year,
increasing total plant production from 1.7 million
cases to 2.6 million cases.
This is a homecoming in a way for
Seagram's Vodka, which had been produced
and bottled at the Seagram's distillery under
Pernod Ricard's ownership. Pernod Ricard sold
the brand to Infinium Spirits in 2005.
With the new contract, Seagram's Vodka
will be completely manufactured at the
Angostura facility, including spirits, blending,
packaging, warehousing and distribution. "This
is great news for LDI and great news for
Lawrenceburg," said Patrick Patel, Executive
Director of Angostura. "We have ambitious plans
for growth here and this is just a first step," Patel
added. "Angostura produces some of the finest
spirits in the world, and we look forward to intro-
ducing more of our brands to American cus-
tomers."
The Angostura facility will also handle all of
Seagram Vodka's bottling needs, including all of
the brand extensions – including Extra Smooth,
Platinum and Flavors – that have been introduced
in recent years. Angostura purchased the
Lawrenceburg facility last summer and estab-
lished a U.S. base on the site for its growing
American operations.
70 BIN 2 0 0 8 • I S S U E
Tony Truzzolino
a 25-year veteran of the
beverage alcohol indus-
try who has served in a
variety of senior-level
roles in the sales, distributor management and
marketing areas, joins Future Brands from Beam
Global Spirits & Wine.
MARSALLE CO. APPOINTS NEW
NATIONAL SALES MANAGER
AND WELCOMES NEW VICE
PRESIDENT NATIONAL ACCOUNTS
The Marsalle Company is pleased to announce
the promotion of Chris Buddenhagen from Mid-
West region manager to national sales manager.
Chris brings with him 18 years of industry experi-
ence ranging from working at the distributor level
to regional division manager for major suppliers.
Mike Koestler has joined Marsalle Company
as the new vice president of national accounts.
Mike brings with him 30 years of experience
with National Food & Drug chains including 13
years of wine & spirit category management,
marketing and procurement.
PERNOD RICARD USA NAMES
NEW CHAIRMAN AND CHIEF
EXECUTIVE OFFICER
Pernod Ricard USA has announced that Alain
Barbet, currently president and CEO USA, has
been named chairman and chief executive offi-
cer. Barbet replaces Michel Bord, who has been
named Deputy Managing Director, Pernod
Ricard, in charge of the company's global distri-
bution network.
6
 POUR OF THE MONTH

Finest
CALL
POUR OF THE MONTH
1515 Restaurant And Lounge
Marre Daggs and Frank Hugus
Innovative California Cuisine

Opened in November last year, 1515 Restaurant and Lounge is Walnut

Creek’s newest dining sensation. Owner Tony Dudum has created a des-
tination spot in the heart of the downtown area…where you will no
doubt be in the middle of it all.

1515 serves lunch and dinner daily, presents a delicious dessert menu,
an outstanding wine and cocktail selection, along with an inviting
lounge. It also features an outdoor patio right off Main Street offering a
perfect location for people watching.

The menu is described as Innovative California Cuisine. For starters at

lunch try the Fried Ravioli with ricotta cheese, homemade marinara,
herbs, spices and asiago. Or, one of the favorite small plate specialties;
Italian sausage polenta--sausage link, polenta, tomato, garlic, red pep-
per, herbs and asiago cheese. Other favorites include the Grilled
Halibut –fresh Alaskan Halibut with garlic, cherry tomato marinara,
capers, grilled fingerling potatoes and asparagus and the New York
Pepper steak-a 14oz prime, sautéed mushrooms, scalloped potatoes
and grilled vegetables. They also serve an array of salads, pastas, flat
bread pizzas and hot sandwiches served with a choice of shoestring
fries, small 1515 salad or soup.

At the bar, 1515’s mixes of choice are Finest Call which feature a com-
plete line of superior mixes from Sweet & Sour, Grenadine,
Pomegranate syrup, Bloody Mary mix, the Strawberry, Raspberry and
Mango Purees to the premium Cosmopolitan Martini, Sour Apple
Martini and Mojito mix.

As Bar manager Maree Daggs says, “1515 depends on the highest

quality ingredients in the kitchen and at the bar, and that includes Finest
Call Mixes. They are the best in the business.”

1515 is located at 1515 Main Street in Walnut Creek, 94596. For

more information call 925-939-1515.
72 BIN 2 0 0 8 • I S S U E 6 72 BIN 2 0 0 8 • I S S U E 5