AUGUST 2008 www.binonline.

net

BEVERAGE INDUSTRY NEWS

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

PROXIMO
SPIRITS
WHAT’S NEW
& WHAT’S NEXT
IN TEQUILA
IN THE BUSINESS OF BEING
SOCIALLY RESPONSIBLE
ASIAN PRODUCTS
The East’s Feast for the Senses
LEBLON CACHAÇA
Brazil's Hottest Import

ASIAN PRODUCTS • NEW PRODUCTS • INDUSTRY NEWS • MARKETING INFO • AND MORE...
 48

14

Inside 20

BIN
2 INDUSTRY INSIGHT
By Alan Forester, CPA, Attorney
28 BRAND PROFILE
FERARRI-CARANO

4 INDUSTRY EVENT 30 POUR OF THE MONTH

FOOD & WINE CLASSIC IN ASPEN FINEST CALL MIXERS
Finest Call is Off to The Races
6 INDUSTRY NEWS with Jose Ancona!

12 INDUSTRY EVENT 32 BIN FEATURE

TALES OF THE COCKTAIL SOCIAL RESPONSIBILITY
28
14 INDUSTRY EVENT 46 WHAT’S BREWING
LEBLON CACHAÇA
MIXOLOGY COMPETITION 48 CATEGORY FEATURE
ASIAN SPIRITS
16 NEW PRODUCTS & PROMOTIONS

20 COVER FEATURE
PROXIMO SPIRITS
Proximo Spirits is not just another
spirits company…it’s a power-
house with its eye on talent and
the future, especially when it
12 comes to fine tequila.
INDUSTRY INSIGHT
BY ALAN FORESTER, CPA, ATTORNEY
BIN
WWW.ABCLAWYER.COM 1-877-LIQUOR-8 Beverage Industry News
VOLUME 91, ISSUE NUMBER 26
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Underage drinking in the United States has reached epidemic proportions. In
Business, Production and Editorial Office
response, the California Alcoholic Beverage Control (ABC) recently joined the National 160 W. Foothill Parkway, Suite 105-95
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Liquor Law Enforcement Association (NLLEA) in its effort to get communities across 951 272-4681 Fax 951 272-4816
the country to participate in Operation Save a Teen during the month of May. In the PRESIDENT
month of May, NLLEA officers focused on underage drinking enforcement and preven- Michael Chu
E-Mail: beverageindustrynews@gmail.com
tion, with a goal to save one teen at a time, one incident at a time and one day or night
EXECUTIVE EDITOR
at a time. During 2006, 222 persons under the age of 21 died in alcohol-related crash- Kim Brandi
es in California. 626 377-2510
E-Mail: beverageindustrynews@mac.com
A variety of statistics indicate that underage drinking in the United States is reach-
CONTRIBUTING EDITORS
ing a critical level. For example, in 2005, about 10.8 million persons aged 12-20 (28% Juan Alverez
of the age group) reported drinking alcohol in the past month. Nearly 7.2 million Kristen Wolfe Bieler
Dale DeGroff
(18.8%) were binge drinkers, and 2.3 million (6%) were heavy drinkers. Data provid-
Jeffery Lindenmuth
ed by the Monitoring the Future survey indicate that 75% of students have consumed Ed McCarthy
alcohol beyond just a few sips, 40% of students have consumed alcohol by the 8th Gregg Glaser
Wilfred Wong
grade and more than half (58%) of the 12th graders report having been drunk at least
once in their life. From the same survey, 20% of the 8th grade students report having EDITORIAL DIRECTOR
Victoria Vann
been drunk at least once in their life. 951-272-4681
E-Mail: binvvann@gmail.com
Statistics like those above are worrisome, as underage drinking is a causal factor
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in a host of health, social, and economic problems. Some of these problems include
Sherman Callahan
death, traumatic injury, violent and property crime, high risk sex, fetal alcohol syn- 951-272-4681
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drome, alcohol poisoning, and need for treatment for alcohol abuse and dependence.
In 2005, these problems caused by underage drinking cost American citizens approx- Northern California Office
Industry Publications Inc.
imately $60 billion dollars. In 2005, underage drinkers consumed 15.0% of all alcohol 171 Mayhew Way, Suite 202
sold in the United States, totaling $19.8 billion in sales. In contrast, only $2.8 billion Pleasant Hill, CA 94523
925 932-4999 Fax 925 932-4966
of federal resources was available for combating underage drinking in the United
PUBLISHER
States, through programs such as the Enforcing Underage Drinking Laws Program David L. Page
E-Mail: dlpage@earthlink.net
administered by the Office of Juvenile Justice and Delinquency Prevention.
EDITOR-AT-LARGE
Penalties for engaging in underage drinking activities can be harsh. In California,
Elyse Glickman
attempting to purchase alcohol while underage carries a penalty of a maximum $100 310 497-7157
E-Mail: 4elyse@earthlink.net
fine and/or 24-32 hours of community service, in addition to a one-year suspension of
CIRCULATION / PRICE EDITOR
their driver’s license. If they do not yet have their driver’s license, they will be barred Manfred Schaffler
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Industry Publications
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of obtaining a driver’s license. If underage and caught driving after having even a sip ISSN 1054-0423. Is published monthly by Industry Publications,
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Refusal to submit to a blood alcohol test is an admission of guilt to driving under the
influence.
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-
171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.
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2 BIN 2 0 0 8 • I S S U E 7
INDUSTRY NEWS

4 BIN 2 0 0 8 • I S S U E 7

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INDUSTRY NEWS
FORMER PRESIDENT OF JOSEPH PHELPS DIES
We regret to inform you that Tom Shelton, the former president of Joseph Phelps Vineyards,
died on Saturday, July 26, after a long battle with brain cancer. He was 55.
Shelton joined Phelps in 1992 as vice president of sales and was promoted to president
in 1995, a position he held for 13 years. He was also a spokesperson for the Napa
Valley Vintners, which worked to protect Napa Valley producers and to develop less restric-
tive direct-to-consumer shipping laws.
A statement released by the Shelton family said: "Tom was a wonderful husband, a lov-
ing father, and a great friend who will be missed very much. We are all so blessed to be
touched and inspired by such a caring and outgoing individual."
ECONOMY HURTS ON-PREMISE DRINKING
Research from the Nielsen company and Bevinco indicates that fewer consumers are drinking
at bars, restaurants and nightclubs and that on-premise sales of alcoholic beverages have been
"considerably impacted" by the declining economy.
LESS CONSUMER TRAFFIC. More than 40% of bar managers, bar owners, and bar-
tenders surveyed say they have seen a decrease in consumer traffic, while 25% note a
decrease in the number of drinks ordered and 22% say that customers are ordering less expen-
sive drinks. The casual dining sector appears to be the hardest hit, with 46% of respondents
in this area reporting a decline.
Consumers say they are cutting back too. About 66% of fine dining patrons admit they are
going out less often compared to a year ago, while 65% of nightclub patrons, 55% of bar
patrons, 59% of casino and resort patrons and 52% of casual dining visitors said the same thing.
On-premise venues on the East and West coasts report the greatest declines, with owners
and operators in California and Florida citing significant decreases in consumer traffic: 55%
and 52% respectively. Slightly more than half of Texas operators report a decrease in consumer
traffic, while nearly one-third see patrons ordering less expensive drinks. In addition, 43% of
Florida operators say they've experienced a decrease in the number of drinks ordered. Just one-
third of establishments in Florida and California claim no impact overall.
BEER FAIRS THE BEST. According to Nielsen and Bevinco's research, beer sales are affect-
ed the least by the economic downturn, with wine sales showing the most impact. Nearly half
of people surveyed rated beer as having the "best" sales trend of the three categories, followed
by spirits at 40%, while only 11% cited wine as having the best sales trend of the three.
"Wine is more likely to be consumed in dining establishments, which have been more heav-
ily impacted by the economy than bars or nightclubs," said Nielsen VP Danny Brager. "At the
same time, beer and spirit companies vigorously market their product to bartenders, likely result-
ing in greater 'share of mind' compared to wine among servers and bartenders."
SEEKING CHEAPER ALTERNATIVES. Fourteen percent of operators report customers are
ordering more well or house drinks, while 13% report greater sales of beer "on draft" rather
than in bottles. Wine drinkers are increasingly opting for house varieties more often than
before, according to 9% of operators surveyed.
6 BIN 2 0 0 8 • I S S U E 7
INDUSTRY NEWS continued
PATRON SPIRITS COMPANY KICKS-OFF ULTIMAT VODKA
Patron Spirits Company Kicked-off their Ultimat Vodka. Ultimate, in a beautiful hand blown crystal
decanter, is Polish vodka distilled from wheat, rye and potatoes.The event was held at the Blackhawk
Car Museum in San Ramon with Southern.

Pictured LTR: Steve Lee-V.P. Off-premise, SW&S, Steven Burrows-V.P. Sales & Mkt for spirits, SW&S, Steve Mabry-
Dir. Of Spirits Mkt, SW&S, Marc Smith-Patron V.P., Western Region, Steve Harden-V.P. Gen Mgr. NO. CA., SW&S, Bill
Santos-State Mgr. CA., Patron Spirits, Jim Andrus-V.P Central Valley, SW&S, Bob Klatt-V.P. On-premise, SW&S, John
Palatella-National Sales Mgr., Patron Spirits

MINNESOTA VODKA REACHES NEW HEIGHTS

AT ASPEN CLASSIC
Prairie Organic Vodka received an enormously positive response and proved to be a shining star at
the 2008 Food & Wine Classic in Aspen, a top-notch epicurean event. The Prairie booth poured
36 bottles total while featuring a brand new, signature drink–Prairie Bootleg, a refreshing mix of
lemon, lime, mint, sugar, sparkling water and Prairie.

PRAIRIE BOOTLEG
1 oz Prairie Organic Vodka
1 oz bootleg mix (see below)
Top off with sparkling water and stir
Bootleg Mix: In a blender combine the following (use organic ingredients if possible): 12 oz frozen
lemonade, 6 oz frozen limeade, 1/2 cup finely minced, fresh organic mint leaves, 1/2 cup sim-
ple syrup. Blend together, place in bottle or pitcher and let sit in fridge for an hour or two. Stir or
shake before serving. Makes 20 ounces, or approximately 20 servings.

Dean Phillips with other Aspen Classic attendees

8 BIN 2 0 0 8 • I S S U E 7
INDUSTRY NEWS continued

10 BIN 2 0 0 8 • I S S U E 7

Tales of the Cocktail Spirit Awardst, July 19 in New Orleans.
Pernod Ricard USA launched
Pernod Absinthe with traditional fountains.
Desmond Payne, Master Distiller for Beefeater London Dry Gin, accepts a key to the City of
New Orleans from Ernest Collins, Executive Cabinet Member and Arts & Tourism Executive
Director while Tales of the Cocktail's Dale DeGroff looks on.
Jamie Terrel, Sagatiba Cachaça and
Kim Brandi, Beverage Industry News
INDUSTRY EVENTS
From Southern
Hospitality to
Liquid Enlightenment
Planning ahead for next summer? Here are some
reasons why Tales of the Cocktail 2009 and New
Orleans should be inked into your calendar.
There are many great “food towns” in America, but there is nothing
quite like New Orleans. Likewise, there are many bar and restaurant
shows, but nothing quite like Tales of the Cocktail. Though summer
had never been an obvious time to travel to New Orleans, the inno-
vative Ann Rogers-Tuennerman forged a unique way to celebrate
her hometown’s passion for spirits that was both in keeping with
New Orleans’ innovative culinary legacy and its international char-
acter (with people of English, French, Italian, Spanish, Mexican,
Vietnamese and other ancestries calling the city home).
While many brands will be putting on a show at Tales of the
Cocktail 2009 as they did during this year’s event as well as in trade
shows in other parts of the country, it is important to note there’s
more to this “show” than product placement. Indeed, what you’ll
get, in addition to tasting stations, are some inspiring ideas from
the production of fine spirits to their distribution to the seemingly
Ann R. Tuennerman, endless ways they can be spun off into cocktails. It’s also a rare
Founder-Tales of the Cocktail
time where one can see the world’s most innovative mixologists,
bar chefs and producers in one place doing what they do best, in
every format from informative seminars to exclusive tasting din-
ners to competitions involving “Food Network”-style showman-
ship and panache to after-hours bartending blow-outs.
In fact, thanks to Tuennerman’s careful and inventive plan-
ning, Tales of the Cocktail lives up to its name by being the
“Sundance” for the Cocktails and Spirits world. Just like Robert
Redford’s independent film festival, established A-listers of the
spirits world mix freely with independent artisans seeking to net-
work with top brass. Superstars of mixology such as Dale DeGroff,
Tony Abou-Ganim and Tad Carducci let seminar attendees in on
their behind-the-bar secrets while our own Juan Alvarez
(Southern California President of the U.S. Bartender’s Guild)
competed in the highly inventive Ultimate Bloody Mary
Championships presented by Louisiana Cookin’ magazine,
CocktailTimes.com, Uluvka Vodka, Tabasco and the United
States Bartenders Guild.
Riedel Crystal, a favorite amongst bar patrons and owners
alike, was once again a sold-out favorite seminar, and the glam-
orous Charlotte Voisey (one of the award-winners at the 2007
Tales of the Cocktail) returned to show being a mixologist (does
anybody use the term “bartender” anymore?) is not exclusively a
men’s métier. In fact, there were many internationally acclaimed
lady bar chefs showing the crowds how to get the job done right,
during the various seminars and demonstrations, including New
York’s Aisha Sharpe, Las Vegas’ Patricia Richards and Chicago-
12 BIN 2 0 0 8 • I S S U E 7
Enrico Caruso,
President 4 Copas USA
 Crawfish Ravioli Lüke Alt
Bacco, New Orleans Lüke, New Orleans
based Bridget Albert. It was the perfect place for established indie-
spirit stars like Allison Evanow (founder of San Francisco-based
Square One Organic Spirits) to mix with the maverick ladies
behind LOFT Organic Liqueurs, and for all attendees to learn why
organic spirits are here to stay.
Of course, to really get the full Tales experience, you need to
take a break every so often and explore other corners of the city.
Though it is most practical for highly involved Tales participants to
stay at the historic Hotel Monteleone, those who want to take a
periodic breather from the action will appreciate there are many
other hotels within walking distance from the Tales festivities…not
to mention some outstanding cocktails and mixologists.
If you like your lodging elegant and traditional, the Omni
Royal Orleans is ideal. Though it is a newer lodging in the French
Quarter (opened in 1960), it is modeled after an earlier historic The Loatini Absinthe and Old Lace
hotel built on that same site and just steps away from pretty much
everything you would want to see and experience in the Quarter
(including some of the best restaurants such as K-Paul’s, Brennan’s,
NOLA and Antoine’s). The bar in their acclaimed Rib Room is
Omni Royal Orleans Classics Loa at the International House
the home of their legendary “Washbucket Martini” as well as their
heady versions of classic Bloody Marys and Sazerac cocktails. Their RIB ROOM SAZERAC LOATINI
1 1/2 oz. of Rye Whiskey 1.5 oz. Absolut Kurant
rooftop pool and health club, meanwhile, are wonderfully scenic Splash of Simple Syrup 0.5 oz. orange juice
spots to work off the sins from the night before. 2 dashes of Peychaud bitters 0.5 oz. pineapple juice
The International House, meanwhile, is New Orleans seen 1 tsp of Richard 1.0 oz. prosecco
through the lens of LM Pagano, the favorite interior designer of 1 lemon peel
Combine first three ingredients into a
Nicholas Cage and Johnny Depp. This ultra-modern hotel, a cou- In a cocktail shaker combine ice, Rye mixing glass. Add ice and shake.
ple of short blocks from both the Quarter and an evolving down- whiskey, simple syrup, bitters and Strain ingredients into a chilled martini
town, soothes tired revelers and travelers with its glam Hollywood Richard. Shake vigoursly, and strain into a glass and top off with prosecco.
rocks glass. Garnish with a lemon peel. Garnish with and edible flower.
Regency-style lobby, subtly seductive electronica and old school
This drink is to be served straight up.
tracks, lounge and comfy minimalist rooms (outfitted with Aveda DOUBLE DOWN
amenities). The cocktail menu of the IH’s Loa Bar captures the OMNI’S CLASSIC BLOODY MARY 1.5 oz. Ten Cane Rum
hotel’s old-meets-new spirit in liquid form. 2 oz. vodka 0.25 oz. marschino liquor
In terms of nourishment, the possibilities are endless…after Zing Zang Bloody Mary mix 1oz. lime juice
Black Pepper 0.75 oz. simple syrup
all, this is the place Paul Prudhomme, Emeril Lagasse and John
Tabasco sauce 2 dashes angostura bitters
Besh hang their toques. While it is safe to say there are many Worchestershire sauce
places where you can experience New Orleans’ storied culinary Combine all ingredients in a mixing
Olives
glass. Add ice and shake. Strain ingre-
past, it is worth your time to venture into the city’s culinary future. Spiced green beans
dients into a chilled martini glass and
Our favorite picks for this are Bacco, a Brennan’s restaurant where Lemon and lime
garnish with a flamed orange zest.
classic Italian recipes get turned up a notch with some Southern Fill a tall glass with ice. Add vodka, and
influences and Luke, one of John Besh’s newer establishments. Bloody Mary mix, add dash of black ABSINTHE AND OLD LACE
While Bacco’s must-tries include the lobster and crawfish ravioli pepper and worshtishire. Add Tabasco 1.5 oz. Belvedere Vodka
to desired spiciness. Stir to combine all 1.5 oz. St. Germain Elderflower Liquor
and exceptionally executed steaks, Luke marries together a classic ingredients then garnish with olives, 5 drops of Kubler Absinthe
French-German menu with locally sourced market-fresh ingredi- spiced beans and a squeeze of lemon
Combine Belvedere and St. Germain in
ents and artisan beers. Yes, and the cocktails at both places are ter- and lime.
a mixing glass. Add ice and shake.
rific, too. For more information about Tales of the Cocktail, visit Strain into a chilled martini glass and top
www.talesofthecocktail.com. ■ off with the 5 drops of Kubler Absinthe.

Sharelle Walker - Runner Up, Tim Jones of Leblon
Cachaça, and Juan Alvarez - 2008 Leblon
Competition Winner
Juan Alvarez - First Place
Sharelle Walker -2nd Place
Jose Ancona - 3rd Place
INDUSTRY EVENTS
Cachaça-ing the Dream
A unique mixology competition reveals Leblon
Cachaça to be a spirit truly international in scope.
D
id it make sense for Leblon Cachaça, a hot Brazilian spir-
it, to host a bartending competition at Kado (a sushi bar)
at The Grove (one of Los Angeles’ top drawing tourist
destinations)? Absolutely!
While the recent mixology event proved to be a great show-
case for maverick bartenders to strut their stuff--from seasoned vet-
Peach Basket erans to bright young things--it was also the perfect means to
showcase the details that makes this brand stand out from other
cachaças on the market. The raw materials for Leblon Cachaça
are sourced in the heart of Brazil’s cachaça country, with the sugar
cane harvested from Maison Leblon in the fertile Minas Gerais
region. At the distillery, master distiller Gilles Merlet, who hails
from a long line of cognac distillers in France, oversees production
on site and (not surprisingly) approaches the fermentation, distil-
lation, and finishing of Cachaça like a fine wine. Using techniques
from his native land of France, Gilles supervises every detail of pro-
duction, from hand-selection of the cane and his pro-
prietary fermentation approach, to the Alambique
batch-distillation and light-casking, triple-filtering,
and master-blending. Gilles situates the final distil-
late in XO Cognac casks from France, giving Leblon
its trademark delicate, fruity nose and velvety finish.
Black Magic
According to Tim Jones, Leblon’s Vice President
of Sales, this competition and other similar events in
Los Angeles presented the brand with a prime oppor-
tunity to educate local bartenders and restaurateurs
on ways to embrace the culinary aspects of cock-
tail culture as mixologists in San Francisco and
New York’s markets have. Though Leblon
does well in volume in Los Angeles, Jones says
he is hoping the involvement of creative bar-
tenders in contests like the one at Kado will
send a message throughout the Southern
California spirits community---that bars and
restaurants should take on a more culinary
approach to Leblon’s usage.
Most consumers and beverage indus-
Mangorini try insiders by now
are familiar with the
Caipirinha, Brazil’s
national cocktail.
Though it is as famil-
iar a cocktail on
menus across the
country and the world
as margaritas and
mojitos, Jones and
14 BIN 2 0 0 8 • I S S U E 7
regional sales manager Mylene Primard explained it was the task of
the 14 competitors at Kado to show a local audience that Cachaça
has an astonishing versatility. This proved to be true as one
Leblon-based drink seemed to be better than the next with every
contestant’s entry. The competition was keen, as it took a while to
determine the winners.
Once the votes from the judges were tallied, Juan Alvarez,
Southern California branch President of the United States
Bartender’s Guild and owner of Sunset Beach-based J. King Leblon Flag Flying At Maison Leblon Distillery
Neptune’s took first place with his fresh and fruity Peach Basket,
with Leblon highlighting his mix of tropical, citrus and stone fruits. Frutosa Prado - 4th place Summer Breeze
Sharelle Walker came in second place, thanks to her Black Magic
cocktail, where Leblon’s natural aromas and flavors enhanced her
provocative blend of fresh blackberries and kiwi fruit.
Rounding out the top five was Hollywood Park & Santa Anita
Racetracks’ Juan Ancona with his juicy Mangorini, The Beverly
Hilton’s Frustosa Prado’s Summer Breeze and Keith Humphreys
(Alvarez’s barmate at J. King Neptune’s) with his WaterApple. ■

PEACH BASKET by Juan Alvarez BLACK MAGIC by Sharelle Walker

4 chunks of Pineapple
4 chunks of Ginger
A couple of mint leaves
1 tablespoon sugar
1 Apricot (cut into pieces)
1 Peach (cut into pieces)
2 Kumquats
1 1/2 oz. Ginger syrup
2 oz. Leblon Cachaça
Splash of Soda
Step 1: Muddle pineapple, ginger,
mint leaves and 3/4 oz. of ginger
syrup. Shake well and strain into a
cocktail shaker. Step 2: Muddle
apircot, peach, kumquats, sugar
and 3/4 oz. ginger syrup. Shake
well and strain into a cocktail shak-
er with all of the other ingredients.
Take the shaker with all ingredients
and add Leblon Cachaça and ice.
Shake well and strain into a rocks
glass. Top with soda water and
garnish with a kumquat.
1 oz. Leblon
1 oz. Pama Pomegranate Liqueur
3 Blackberries
1 Kiwi
1/2 oz. soda
1/2 oz. simple syrup
Keith Humphreys - 5th Place Water Apple
Muddle Blackberries, kiwi, and sim-
ple syrup in a shaker. Add Leblon,
Pama Liqueur and ice. Shake well,
pour into a rocks glass and add
soda.
MANGORINI by Jose Ancona
of Hollywood Park &
Santa Anita Racetracks
2 oz. Leblon Cachaça
3/4 oz. Mango Syrup
2 oz. Mango Puree
SUMMER BREEZE by Frustosa Prado
of the Beverly Hilton Hotel
1 oz. Alize Red Passion
1 oz. Crème de Cacao
1/2 oz. Leblon Cachaca
1 oz. Pineapple Juice 2008 Leblon Bartenders Competition
1 oz. Mango Juice
Garnish: Orange slice, mint,
strawberry

WATER APPLE by Keith Humphreys

of J King Neptune’s
Muddled Watermelon and
Pineapple
1 tsp sugar
1/2 oz. simple syrup
2 oz. Leblon Cachaça
Garnish: sliced Pineapple
 NEW PRODUCTS & PROMOTIONS

1 Introducing ANGOSTURA ORANGE BITTERS

Angostura orange bitters has the perfect balance of
depth and vigor, which reflects the heritage of
Angostura aromatic bitters. A harmonious balance
of bitter orange fruit and sun-ripened sweet 1
oranges from the Caribbean bring a depth of
orange flavor. With Angostura's distinctive herbs
and spices, you have the perfect ingredient that
gives cocktails an orange zing. For more info please
visit angosturabitters.com.

2 Introducing ZICON AZUL ORGANIC TEQUILA

With over 100 years of experience growing agave,
the Jaime family out of Arandes, Jalisco, mexico
have introduced a true organic tequila – Zicon
Azul. The 100% agave Gold, is aged for 4 to 6
months in white oak barrels, and packaged in
1 liter bottles. While the Reposado comes in a
hand-blown 750ml bottle and has been rested in 2 3
white oak for 1 1/2 years (which really makes it an
Anejo sold at a reposado level). The Anejo is
scheduled to be released by the end of this year.
Contact Dean Sullivan at 541.680.6677.

3 BEVERAGE SPECIALTIES LTD. Offers Full

Line Of Cocktail Mixes under Major Peters and
Jero national brands. Perfect for full line liquor dis-
tributor, bar/restaurants that serve quality cocktails,
and liquor or food retailers that want to stock the
very best. PRODUCT LINE-UP: Full line of
Bloody Mary mixes including Original, Hot &
Spicy and The Works. BAR BASICS INCLUDE:
Lime, Grenadine, Sweet & Sour, Triple Sec,
Cherry Bar Mix and Bar Syrup. FLAVORS
INCLUDE: Pina Colada, Strawberry Margarita/
Daiquiri, Margarita Mai Tai and Mojito.
SPECIALTY ITEMS INCLUDE: Old Fashioned,
Manhattan, Lemosa and Limosa.

4 HENNESSY Announces Limited Edition

Hennessy X.O 888 Gift Box Hennessy has
released a limited-edition Hennessy X.O. 888 Gift
Box, featuring one Hennessy X.O. 750 mL bottle
and two Hennessy Baccarat designed glasses in a
decorative gift box. The gift box will be available
in celebration of August 8, 2008, the Opening of 4
the Beijing Olympics in China. The number eight
holds cultural significance in Asia, as a number of
good fortune and wealth. The red and gold gift box
will include text in both English and Chinese.
Suggested retail price is $160.

16 BIN 2 0 0 8 • I S S U E 7
18 BIN 2 0 0 8 • I S S U E 7
 PROXIMO SPIRITS
WHAT’S NEW AND
WHAT’S NEXT IN TEQUILA
By ELYSE GLICKMAN
Proximo Spirits is not just another spirits company…
it’s a powerhouse with its eye on talent and the future,
especially when it comes to fine tequila
Like other industries built around lifestyle, a spir-
its company has to be up on the next big thing
that will keep trendsetters and their followers
interested and alert to succeed in the indus-
try. The fittingly-monikered Proximo
Spirits is keenly aware of consumer and
trade demand for everything new and
why it is so critical to keep a pulse on
brands that are poised for being this
year’s (or next year’s) breakthrough
names.
“Proximo means “next” in Spanish,
and it is quite fitting. The company has
four core brands within its portfolio and
intends to continue to build it through
further acquisition and organic develop-
ment of new brands in fast growing
super-premium spirit categories. The com-
pany logo represents a drop of spirit made
up of eight different parts – each part repre-
senting one of the current or future brands that
the company will distribute.”
20 BIN 2 0 0 8 • I S S U E 7
LOOKING TOWARD THE FUTURE
The newly formed spirits company, with Mark
Teasdale as President, Ed Manning and Mike
Peterson heading up sales and Elwyn
Gladstone heading up marketing is bol-
stered by the fact that its founders and top
brass have been around the block a few
times in terms of bringing the next big
thing in vodkas, rums, tequilas and other
top shelf spirits to life.
However, Proximo’s top brass are plac-
ing their bets on ultra-premium tequila,
with Gran Centenario and 1800 Tequila
currently anchoring the portfolio. Proximo
gained the marketing rights to 1800 and
Gran Centenario after the brand owner did
not renew its former deal with Skyy Spirits.
From this point, the company is now focusing
on implementing this with a stellar supporting
cast of fine boutique spirits.
“Proximo Spirits intends to accelerate the vol-
ume and profit growth of a high profile portfolio of
super-premium brands through focused consumer brand
building,” affirms Teasdale. “It makes perfect sense as
tequila is one of the most compelling and fastest growing
categories in spirits, and has such a broad appeal.”
Though Proximo is new on the scene and has the kind
of portfolio that gives it the look and feel of a “boutique”
operation from an industry perspective, Gladstone points
out that even with the company’s size and the status of the
brands in the portfolio, it is actually thinking “big” both in
terms of what’s already inside the portfolio and what the
future holds.
”I think the word ‘Boutique’ is not quite accurate,” says
Gladstone. “We aim to become a very significant player
in a relatively short space of time. Where ‘boutique’ does
apply, however, is in the fact that our team has the ability
to develop, market and sell some extremely high quality,
high value brands that might be considered “boutique” at
least, at the outset. As we have scouted brands for our port-
folio, we quickly realized that the main growth of the
Tequila market is within the super-premium and ultra-premi-
um arena ($20+). For this reason, we’ve put our focus
100% of our resources and marketing spend in this very
profitable segment. In addition, because we are a family
owned supplier, we control all of our production – includ-
ing the production of agave.”
premise clients to deliver the products and service that will
help grow their stable of brands.
Proximo’s tequila portfolio is diverse as are the mem-
bers of the sales and marketing team. However, in terms
of the tequila making process, the company upholds
straight-forward high standards all of the brands must
meet, even before they hit store and bar shelves. All tequi-
las they represent are 100% Agave and harvested from
family-owned agave fields so they are able to control
every part of the production process. While the various
tequilas employ an incredible mix of great traditional pro-
duction methods (ranging from small French-made copper
pot stills to adobe clay ovens, French and American oak
barrels), they have a technical team consisting of the best
and brightest in the industry who are constantly developing
new technology to improve quality, efficiency, sustainabili-
ty and make sure our consumers get the best tasting tequi-
las on the market.
The technical team also focuses on the aging process of
the different tequilas. This involves having an efficient bar-
rel management system and experimenting with new types
of barrels and new maturation programs. “Great tequila
starts in the agave fields, just like great wine starts in the

HARVESTING SUCCESS
“Everything we do with our tequila brands has to have an
exceptional point of difference – and to be the best in
class,” insists Gladstone. “We look at all luxury categories
– not just spirits – and look and learn about how to be dif-
ferent and give consumers an overwhelming reason to pur-
chase. We aim to keep on generating category firsts, be
it our new 100 Proof Silver Tequila, 1800 Select Silver or
Maestro Dobel – the world’s first aged tequila (a blend of
Extra-Anejo, Anejo and Reposado) that is crystal clear.”
The Proximo team members are seasoned profession-
als with strong backgrounds in managing and revitalizing
large established brands as well as developing newer,
smaller brands into large scale opportunities. The Proximo
field sales organization led by Ed Manning, Western Zone
Senior Vice President, is based in California. Garrett Yee,
meanwhile, heads up the Western Sales region. The com-
pany is also committed to becoming a preferred partner to
distributors, control state brokers, retail customers and on-
 PROXIMO SPIRITS continued
vineyards,” affirms Gladstone. “We are distinctive in that
we have total control of every stage of quality control.
This practice is unique within the spirits industry, especial-
ly when you consider that whisky distillers don’t own their
own corn fields, rum distillers don’t own their own cane
fields and vodka producers typically don’t produce wheat
or potatoes. The way we approach the process for each
brand is part of what makes our organization so special.”

THE CENTER OF ATTENTION

While Proximo is grooming the small artisan tequila
brands for stardom, 1800 Tequila and Gran Cententario
stand as the company’s headliners as they both unite the
best of both worlds—recognizable and established names
with an artisan/boutique sensibility via packaging, pro-
motion and quality spirits inside. Effectively these brands,
along with their cache, reputation and popularity are
excellent ambassadors serving all members of Proximo’s
family. 1800 Tequila, marketed as the original “luxury”
tequila, is currently a top-five Tequila brand in the U.S, as
well as the winner of numerous awards for both its quality
and its sales. In April 2008, to maintain their unique
cache, Proximo Spirits launched 1800 Select Silver, the
world’s first 100% Agave, 100 Proof Silver Tequila. By
late 2008 and into 2009, 1800 Tequila will launch a $10
million advertising and promotional campaign featuring a
striking new advertising campaign, ambitious public rela-
tions tactics and a huge national sampling effort. The focus
for the brand will be two-fold--driving the Margarita busi-
ness with Silver and Reposado through the “Ultimate
Margarita” programs and building 1800 Silver and Select
Silver into the “Ultimate Shot.” Enhancing the perception
of the 1800 brand will come through this highly differenti-
ESSENTIALS 1800 ARTISTS BOTTLES
22 BIN 2 0 0 8 • I S S U E 7
GALLARDO GUADALAJARA
ated advertising and new, luxurious offerings such as the
aforementioned 1800 Collecion (Extra-Anejo which retails
for $1,800 per bottle) and new limited editions Essential
1800 Artists bottles (which can be viewed at
www.1800tequila.com)
“1800 Tequila is an iconic brand,” notes Gladstone.
“It is one of the few brands in the world that is represent-
ed with a number (named after the year in which we first
started maturing 1800 Tequila). The distinct packaging
makes it instantly recognizable, and the stopper that dou-
bles up as a shot glass makes the design a true classic.
1800 offers incredible depth within the range.”
1800 Tequila Silver is super-smooth, crystal clear and
ideal as a shot. Blind tasting of this tequila against high-
er priced products, meanwhile, will show that the quality
is in the bottle as well as in the packaging. The 100 Proof
Select Silver is a phenomenal product which allows the
tequila connoisseur to truly appreciate the incredible fla-
vors that the distillers are able to capture from agave in
their purest form. The 1800 Tequila Reposado is the per-
fect foundation for cocktails, especially in a margarita.
1800 Tequila Anejo has a perfect balanced rich, smooth,
spicy and very complex flavor and aroma, and is cited by
Gladstone as “the ultimate sipping Tequila.”
As one would expect, 1800 Tequila also has a luxury
limited edition offering, the 1800 Collecion, a small run of
100 bottles commissioned every year. The collecion liquid
is Extra-Anejo, said to be one of the finest tequilas on the
 PROXIMO SPIRITS continued

market, with a high price tag reflects “the incredible rarity

and craftsmanship that went into making it,” says
Gladstone.
Gran Centenario, meanwhile, represents what
Gladstone and the Proximo team consider to be the best
tasting tequila in America across the entire range from
Silver to Extra-Anejo. The brand is the most-awarded
tequila in the world, and always endeavors to challenge
competing tequila brands through blind tasting. As one
the world’s most awarded tequila brands, Gran
Centenario is said to be the pioneer of tequila innovation
and one of Mexico’s most successful and fastest growing FRESA FRESCA
brands. To keep up that momentum, Gran Centenario has
THE NEXT BIG THINGS…
recently launched a national print advertising campaign
The next brand to bloom in Proximo’s portfolio as of July
as well as a far reaching public relations and sampling
2008, is Maestro Dobel, the world’s first crystal-clear aged
campaign to introduce consumers and bar tenders to the
tequila, which was approached, produced and positioned in
unique qualities of the brand.
the company’s distinctive fashion.
“Gran Centenario is rapidly becoming a cult brand
The idea of the first ‘Diamond Reposado’ tequila was
amongst bar-tenders and tequila connoisseurs, and we
developed while working with the team’s distilling
believe our heavy PR, advertising and aggressive distribu-
Maestros (Marco Anguiano and Luis Yerenas). The result
tion strategy will make this brand get the attention that it
of their efforts was a blend of Reposado, Anejo and Extra-
deserves,” says Gladstone. “This year, the brand released
Anejo tequilas gently filtered to produce a tequila with
Gran Centenario Leyenda, the world’s first “Extra-Anejo”
incredible “Diamond Clarity” and crispness. This purity
Tequila. Naturally, we have plans for a series of new prod-
combined with the complexity derived from the aged tequi-
uct offerings featuring special processes and techniques to
las makes the resulting Maestro Dobel Diamond a different
bolster Gran Centenario’s reputation as an ultimate “con-
kind of tequila.”
noisseur” tequila brand.”
Like the other brands, Maestro Dobel is a hand-crafted
product, in accordance to their across-the-board standards.
The tequila is produced in small batches and aged in new
oak casks from Southern Europe. The agave used is grown
for eight to ten years and then hand selected by their
Jimadors at one of a small number of the family’s best qual-
ity producing ranches. Every bottle is filled and labeled by
hand and individually numbered, revealing key details of
the complex and painstaking production process.

SPIRITED COMPANY
While the focus is definitively on tequilas, Gladstone
believes that its top selling and industry-acclaimed Three
Olives Vodka and Matusalem Rum are strong players in
their overall portfolio as their producers share core values
with the tequila producers—a unique branding niche, inno-
vative marketing and packaging and a strong commitment
to innovation and taking their category to the next level.
Three Olives Vodka now stands as the fastest growing
super-premium Vodka in the United States according to
Nielsen’s report in April 2008. The range, quadruple dis
24 BIN 2 0 0 8 • I S S U E 7
 and versatility, Proximo intends to capitalize on this further
via its multi-faceted portfolio. This means more choice and
opportunity for mixologists and bar owners to be more cre-
ative with their tequila and specialty cocktail menus than
ever before.
“As the tequila category expands, we believe that tequi-
la drinks are going to become more and more present on
cocktail menus, and bartenders and mixologists are becom-
ing more and more adventurous in how they use tequila,”
observes Gladstone. “We have a number of projects with
different mixologists to develop new and exciting cocktails
across all our brands.” ■

SPICY SAM
BA Below is a representation of how Proximo’s family of tequi-
las take the drinking experience and artisan cocktail
tilled in England, includes the award winning 80 proof recipe development process to new heights of artistry and
“Naked” Vodka and fifteen exceptional, naturally infused creativity. The following recipes were created by mixolo-
flavored vodkas. The most successful flavors in the range gist Jim Mehan.
are Cherry and Grape, whose consumption are driven by
the signature cocktails Three-O Cherry Bomb and Three-O FRESA FRESCA
Grape Bomb, a shot of Energy drink and flavored vodka 2 oz Gran Centenario Plata
mixed together and consumed in the brand’s patented .75 oz fresh lime juice
“Bomb Cups.” Three Olives will be launching a $15 .5 oz pomegranate syrup
Million advertising and promotion campaign for 2008/9 2 halved strawberries
featuring striking advertising (billboards, print and online) 1 slice of strawberry for garnish
as well as consumer sampling across the United States. 2 thin slices of green pepper
Additionally, Three Olives recently launched three new Add 2 halved strawberries and 2 slices of green pepper to a mix-
and unconventional flavors – Root Beer, Triple Espresso ing glass; Add the grenadine and muddle; Add the rest of the
and Tomato. ingredients and ice; Shake and double strain into a chilled
coupe; Garnish with a slice of strawberry
Matusalem Rum, meanwhile, is the winner of the 2008
San Francisco Spirits Contest “Best Rum in Show.” While
SPICY SAMBA
Matusalem has its roots in Cuba and, having been
2 oz Gran Centenario Plata
expelled by Castro in ’59, Matusalem is now bottled and
.75 oz fresh lime juice
distilled in the Dominican Republic. The range consists of
.5 oz agave nectar
Platino (an aged Silver), Clasico (a 10 year-old Solera
3 sprigs of cilantro
blend) and Gran Reserva (a 15 year-old Solera blend).
2 slices of cucumber
“We have a very successful vodka brand in Three
1 thin slice of jalapeno
Olives and in 10 years, we are quite confident that it will
be a top-5 player,” says Gladstone. “At the rate we are Add the simple syrup and vegetables to a mixing glass and mud-
currently growing, we will be a 1 million case brand in the dle gently; Add the rest of the ingredients and ice; Shake and
next few months. In terms of scale, we are already the strain into a rocks glass filled with ice; Garnish with a sprig of
Number 2 imported flavor brand in Control States. While cilantro
Matusalem has not yet become a major player, we have
some very innovative ideas to take it to the next level that GALLARDO GUADALAJARA
will be out in the open sometime within this year.” 2 oz Gran Centenario Anejo
.5 oz Martini & Rossi Sweet Vermouth
IN THE MIX .25 oz Kalhua
While tequila’s star is rising among mixologists and desti- Add all of the ingredients to a mixing glass; then add ice Stir and
nation bars nationwide because of its widespread appeal strain into a chilled coupe; Garnish with a twist of orange

26 BIN 2 0 0 8 • I S S U E 7
 Aaron Piotter
Ferrari-Carano winemaker
Ferarri-Carano Is Seeing Red
This fall, a stylish new crop of red wines in a variety of hues and nuances
will be delighting discerning aficionados.
The arrival of autumn traditionally marks a return to earthy colors, tex-
tures and flavors. In California’s Sonoma County, where Ferarri-
Carano’s wines originate, and throughout the rest of the state, menus of
fine restaurants and dishes prepared at home will reflect a heartier, rich-
er palate combined with seasonal market-fresh vegetables and meats.
According to red-focused Ferrari-Carano winemaker Aaron Piotter,
new red wine releases hitting the market will compliment both “com-
fort food” and lighter fall fare, as well as stand on their own for sipping.
Piotter serves as the mastermind for Ferrari-Carano’s red wines,
including the rich, powerful Tresor, the newly-launched PreVail wines,
Back Forty and West Face – all produced and bottled at the new
Mountain Winery. Its uniquely-designed grape delivery system allows
for meticulous hand-sorting of grapes for maximum quality control,
while incorporating gravity flow delivery to French oak and stainless
steel fermenters. That said, the 2005 growing season’s optimal condi-
tions have added to forecasted success of the releases.
“The excitement lies (within) the fact that we are releasing wines
from the celebrated 2005 vintage,” says Piotter. “That growing season,
there were no heat spikes, no rain until the first week in November
and consistent growing conditions. Also, it was a longer growing sea-
son than usual, making it ideal for hang time.”
According to Piotter, the 2005 Tresor is one of this fall’s most
exciting releases. This blend of the five classic Bordeaux varietals
(Cabernet Sauvignon, Malbec, Cabernet Franc, Merlot, and Petit
Verdot) boasts enticing aromas of ripe blackberry and currant and
notes of boysenberry and cherry cobbler. The mix of grapes also makes
for a wine that is full bodied with a richly-textured tannin profile, with
a concentrated palate of red and blackberries, cinnamon, chocolate,
espresso, and vanilla.
“One of the things that makes the 2005 Tresor exceptional is that
we were able to create a Meritage wine in a year where all five classic
28 BIN 2 0 0 8 • I S S U E 7
Bordeau varietals grapes in the blend were great,” Piotter points out.
“It was easy to create a wine that drew upon all of their strengths to
bring out a stronger, more age-worthy wine.”
Cabernet fans, meanwhile, will embrace the 2005 Ferrari-Carano
Cabernet Sauvignon, made up from grapes mountain-grown in
Alexander Valley that benefit from a warm climate with almost full
sun throughout the day, ideal conditions for cabernet sauvignon vine-
yards, according to Piotter. Ripe black fruit, currants, toffee and
caramel flavors give this wine a sweet mid-palate, making it an ideal
compliment to game and red meats, as well as medium and strong-fla-
vored cheeses such as blue cheese or sharp cheddar. Piotter also has
high hopes for the 2006 Cabernet, also surfacing this season.
“The 2006 Cabernet is another nice vintage,” he says. “Though
2006 wasn’t quite as ideal a growing season as 2005, both Cabernets
represent the general direction of where we want to go as a winery.”
The grapes for the 2004 Prevail West Face were grown on the steep
slopes of Ferrari-Carano’s LookOut Mountain located at the junction
of Alexander Valley, Knights Valley and Chalk Hill appellations.
While the site is visually spectacular, what one cannot see is the equal-
ly fantastic soil and conditions that resulted in a wine with aromas of
mocha, blackberry and caramel balanced by a plush middle palate of
ripe blackberry, cherry and currant. The other new Prevail release is
the 2004 Back Forty Cabernet Sauvignon, made from grapes grown on
low-yielding vines on a 40 acre block at the back side of Ferrari-
Carano’s RockRise Mountain. Back Forty is a great companion for
meats as well as strong-flavored cheeses or even a dark chocolate-based
dessert.
“I think bringing these wines to life has been more fun than chal-
lenging,” concludes Piotter. “Instead of shooting for a particular theme
or style, we are more vineyard driven, allowing our wines to be what
the vineyards want to make.” ■
 POUR OF THE MONTH

Finest Finest Call is Off to The Races

with Jose Ancona!

CALL POUR OF THE MONTH

This time of year, nothing captures Southern California’s joie de
vivre quite like a day at the racetrack, especially given that Santa
Anita and Hollywood Park Racetracks are historical landmarks
with links back to Hollywood’s Golden Age and a great era for
classy, conversation-driving cocktails as well. Since 1960, Jose
Ancona has been a part of the racetracks’ excitement, creating
cocktails that to this day are sure bets for racing fans. No matter
the outcome of the races, Ancona’s bartending techniques are
always winning.
At a recent bartending competition at The Grove sponsored by
Leblon Cachaça, Ancona ended
up in the mixologist “winner’s cir-
cle” with his festive “Mangorini,”
which drew raves for its fresh-
picked mango and stone-fruit
taste. While Leblon was the
foundation of the cocktail, Finest
Jose Ancona, Master Mixologist

Call’s Mango Puree filled out the

Mangorini’s structure. While he
told the audience, his colleagues Mangorini
in attendance and the judging
panel that, “I promised the boss I would use this,”
he later admitted he never really has to be con-
vinced to include Finest Call’s mixers.
“Our customers love it and cannot get enough
of it,” explains Naomi Filburn, one of Ancona’s col-
leagues who herself swears by Finest Call (espe-
cially the Bloody Mary mix). “It’s so easy to work
with and it makes being creative a pleasure.
Ancona, meanwhile, predicts Mango, one of
Finest Call’s newest flavors, to be the next big
thing. “Mark my words,” he affirms. “I predict
Finest Call Mango will be huge worldwide.” ■

Santa Anita Racetrack

(Featuring The Turf Club, Sirona’s and Front Runner)
285 W Huntington Drive, Arcadia CA 91007
(626) 574-7223

Hollywood Park Racetrack

(Featuring The Hollywood Bar, Turf Club
Restaurant & Wittingham’s Club and Deli)
1050 S. Prairie Avenue, P.O. Box 369
Inglewood, CA 90306-0369
30 BIN 2 0 0 8 • I S S U E 7
(310) 419-1500
32 BIN 2 0 0 8 • I S S U E 7
SOCIAL RESPONSIBILITY

34 BIN 2 0 0 8 • I S S U E 7
36 BIN 2 0 0 8 • I S S U E 7
38 BIN 2 0 0 8 • I S S U E 7
40 BIN 2 0 0 8 • I S S U E 7
42 BIN 2 0 0 8 • I S S U E 7
WHO SAYS LUXURY IS NOT A NECESSITY...TASTE THE GOOD LIFE
Carnivo XO- is an exclusive blend of award-winning Menuet XO
cognac, silky smooth French vodka, and luscious tropical fruit
juices. The exquisite cognac in Carnivo XO comes from the Grand
Champagne region of France, made with the Ugni Blanc grapes,
double distilled and aged to perfection. Every ingredient works in
harmony to create this delicious drink. The taste in every Carnivo
XO bottle, is Luxury defined and the brand, is positioned as the
next Luxury Liqueur of choice for those who want to Taste The
Good Life.
Carnivo XO has become Hollywood's choice, when it comes to
Luxury Liqueurs, yielding product placement in NBC's Brothers and
Sisters, HBO's Entourage, The Playboy Channel, BET and countless
celebrity events and awards shows.
Carnivo XO has recently launched, the Taste The Good Life
Campaign. The new campaign will be supported with extensive online
marketing (including a website that offers its visitors a social network-
ing lounge), local and national media coverage, and continued product
placement and with its Grab It, Mix It, and Text It, contest, for its bar-
tenders and consumers.
The company is also taking it a step further, by providing turn key
SOCIAL RESPONSIBILITY
to something, we want to be able to measure the progress and this is
what drove our partnership with the Drug Court Professionals—we see
results. Over 17,000 people die each year from alcohol-related automo-
bile accidents and our support of DUI courses is an effective means of
getting after this problem.”
DUI Courts provide long-term, ongoing accountability and treat-
ment in addition to conviction for hardcore and repeat drunk driving
offenders. Research from the state of Georgia has shown that DUI Court
graduates are four times less likely to have a new DUI arrest after two
years. “It is clear that the traditional criminal process is not enough for
repeat drunk driving offenders,” says Wiles. “This is a model that works
and where key stakeholders can come together to stop drunk driving —
a cause that everyone can get behind. This partnership also illustrates
that the alcohol industry and legal community can work together to find
proven solutions that are effective in the battle against drunk driving.”
In February, ABL launched a toolbox, “Effective Traffic Safety
Solutions to Stop Drunk Driving,” which provides the best practices to
effectively tackle drunk driving and features programs and strategies
that help prevent the problem. The information highlights DUI Courts
and also points to research illustrating the effectiveness of combining
treatment and conviction for repeat and hardcore offenders. “ABL has
distributed this toolbox to its members, industry colleagues, legislators
and regulatory officials as a means of educating opinion leaders and key
decision makers about stopping drunk driving,” explains Wiles.
There are also many positive alternatives to law enforcement when
it comes to keeping drunk drivers off the road, too. Heineken has been
a leader in promoting designated drivers through their safe ride pro-
grams. For example, as part of its continued sponsorship of the Wolf
Trap Foundation for the Performing Arts this year, Heineken USA is
running a program which will encourage patrons to sign up to become
designated drivers for friends and other attendees. The beer giant is also
subsidizing an express shuttle bus which will drive attendees to the
44 BIN 2 0 0 8 • I S S U E 7
marketing support for its retailers, distributors and
bars, with easy to use online marketing tools.
As owners, Robert Pierce and Maurice Moore,
feel that as entrepreneurs they have a reasonability
to support the community. The Company will be
donating part of its proceeds to Entrepreneurs who
strive to build companies that have solutions to
help build and maintain a Green Environment.
Carnivo XO is more than a drink, it is a
lifestyle whose goal is to build its brand and
following for years go to come, through inno-
vative marketing solutions, new technology
and community support and outreach.
For more information email
rpierce@carnivoxo.com or mmoore@car-
nivoxo.com or call 213.252.6992. You
can also visit Carnivo XO at www.car-
nivoxo.com. Carnivo XO is distributed in
California by Pacific Edge Wine & Spirits
Phone 818.879.0946. ■
event and provide a SAFECALL number for guests to call taxis. “This
allows us to continue to demonstrate the commitment of Heineken
USA employees to give back to the community where they live, work
and sell our product,” says Dan Tearno, senior vice president and chief
corporate relations officer, Heineken USA. “We’re proud to extend our
relationship and continue to help the public and private sector rein-
force responsible behaviors associated with alcohol consumption.”
The Industry Image Makeover:
A Work in Progress
Public perception of our industry is changing, says Beam Global’s
Swonger, but it’s up to those working in it to keep the pendulum swing-
ing in this positive direction: “I’ve been in the business for thirteen
years and while I’ve known our industry has always been at the fore-
front of responsibility, over the last five or six years there has been an
increased effort to be socially responsible in how all tiers present their
products. The public is starting to see that.” Evidence of this can be
found, for example, in Bacardi USA’s recent ad campaign, “Whatever
Your Reason.” In these spots, the notion of smart decision-making is
reinforced, inspiring people to have an open, two-way dialogue about
their personal reasons for choosing a socially responsible lifestyle.
And while alcohol abuse is not something that will ever go entirely
away, adds Blackman, the industry has “moved a great deal in acknowl-
edging their own role and being involved in their communities, but it’s
a long haul. I urge retailers, wholesalers and producers to get involved
and help find solutions. As the numbers go down, it proves that our
industry can be seen as a solution to—not part of—the problem.” ■
* This article featured just a sampling of industry initiatives. If you would
like to tell us about any social responsibility programs your company is affili-
ated with, email us at beverageindustrynews@mac.com Also track more
information about this issue on www.binonline.net.
WHAT’S BREWING
BEER STILL RULES GLOBALLY
Reports show it is growing in 43 of the 52
measured markets and is by far the biggest
bev al category, according to a bev-alc report
released by Neilsen. Ciders are the fastest
growing category, growing at a 14% pace, fol-
lowed by vodka 11%, and premixed cocktails
at 7%. Beer is right behind at 6% globally,
certainly faster than the US average of about
3% in scanned channels. Biggest growth mar-
kets include China, India, Russia, Brazil,
Poland and Thailand.
HEINEKEN NEWS
Christian McMahan
will join Heineken
USA following a
successful six-year
tenure with Diageo.
Christian McMahan
He will immediately
begin working with
the organization's
leadership and mar-
keting teams to
drive the development of long-term growth
strategies for the portfolio; oversee the execu-
tion of the current marketing platforms and
programming for the brands; and continue to
ensure the company is most effectively
engaging its consumers and customers at all
available touch points.
Prior to joining Heineken USA,
McMahan oversaw Diageo's U.S. beer port-
folio, leading all strategic initiatives and pro-
gramming for brands including Guinness
and Red Stripe. In that role, McMahan was
also a member of the Diageo-Guinness USA
management team and Guinness global
team, demonstrating his leadership, brand
strategy expertise and ability to oversee a
portfolio strategy.
Heineken USA, also announced its deci-
sion to transition the promotional agency of
record assignment for the full Heineken
USA portfolio to G2 and Dieste Harmel &
Partners. The decision follows a thorough
review by the Company initiated in February.
This assignment represents the consoli-
dation of below-the-line marketing activities
previously managed by Ryan Partnership,
The Vidal Partnership and Alcone
46 BIN 2 0 0 8 • I S S U E
Marketing Group for the Dutch, Heineken
Equity Hispanic and Mexican brand portfo-
lios respectively. The Dutch portfolio for
Heineken USA includes the Heineken
Brand Equity (Heineken Lager and
Heineken Premium Light), Amstel Light and
Buckler; Heineken USA's Mexican portfolio
includes the Tecate Brand Equity (Tecate
and Tecate Light), Dos Equis Lager and
Ambar, Sol, Bohemia and Carta Blanca.
G2 assumes responsibility for the
English-language general market promotion-
al programs supporting both the Dutch and
Mexican product portfolios. Dieste Harmel
will drive the development for Hispanic mar-
ket promotional programs for the broader
portfolio, which will be implemented by G2.
G2 Worldwide currently works on behalf of
the Heineken Brand in a number of markets
around the world.
CRAFT BEER SEGMENT’S
CONTINUED GROWTH
The National Beer Wholesalers Association
(NBWA) is pleased America’s craft beer seg-
ment continues to experience solid growth
even during soft economic times. According
to the Brewers Association (BA), craft vol-
ume increased by 6.5 percent and dollar
growth increased by 11 percent in the first
half of 2008.
“Craft brewers are entrepreneurs who
are generating a new excitement in the
beer market and elevating the image of the
beer industry. Craft beer is generating a
new energy because Americans are
exploring new flavors and learning
about new styles,” said NBWA
President Craig Purser. “The growing
sales of craft beer show how much
Americans of legal drinking age are
experiencing the wide selection of fla-
vors and styles of beer brands avail-
able across the country. America’s
1,420 craft brewers are a vital part of
the American beer industry, and
America’s beer distributors congratu-
late them for their continued success.”
Nearly 13,000 labels of beer are
available across the U.S., and
America’s 2,750 licensed beer distrib-
7
utors give those labels a vehicle to market
and provide consumers with unparalleled
choice. Distributors deliver beer from a wide
variety of brewers – large and small, domestic
and international - unlocking the market for
new beer brands, small breweries and innova-
tive beer. Specifically, beer distributors help
craft brewers grow and compete by providing
the infrastructure small brewers need to
reach a wide network of retailers.
LATIS IMPORTS GAINS
RIGHTS TO RODENBACH
Latis Imports announced that is is importing
Rodenbach into the US. Latis announced
this week that it has “gained rights to the
coveted sour beer and will begin revamping
its distribution process in the coming
months.” The late Michael Jackson called
Rodenbach the “most refreshing beer” in the
world. Latis was formed by two former InBev
executives, David van Wees and Anthony
Giardina, last year.
GRAND TETON BREWING CO.
INTRODUCES XX AU NATURALE
DOUBLE RED ALE
Grand Teton Brewing Company has intro-
duced XX Au Naturale Double Red Ale,
the latest in their “Cellar Reserve” series
of specialty beers. XX Au Naturale
Double Red Ale will be available in kegs
and 1 liter, flip-top bottles.
The reddish Vienna malts that
give this ale its color provide a
spicy sweetness and some caramel
notes that perfectly complement
roast or grilled chicken, pizza, or
pasta. 7.5% alcohol by volume.
The Cellar Reserve series of beers
are unique among average beers and
even from other craft beers. Grand
Teton’s Cellar Reserves are brewed
with specialty grains and more unusu-
al ingredients than most micro
brewed beers. Most ales and lagers are
produced in 2-4 weeks. However, 3
to 8 months are spent on each of the
Cellar Reserve specialty brews. They
are also bottle and cask conditioned,
which produces natural carbonation and will
blend and smooth the flavors with age.
These beers have a long shelf life and don’t
have to be rapidly consumed. Proper aging of
these bottles creates beers to be cherished.
Grand Teton Brewing releases four or
five different beers a year in the Cellar
Reserve line. The production quantity is
very limited. The Au Naturale Double Red is
available in kegs and unique brown one-liter
bottles, with captivating silver and gold
labels. Each bottle has a flip-top and wire
bale lid that has been sealed in colored wax.
The XX Au Naturale Double Red Ale is
available at select locations. Call the brew-
ery at 1.888.899.1656 for information and
availability on this exciting new product.
Watch for their next Cellar Reserve beer,
20th Anniversary edition XX Bitch Creek
Double ESB Ale early this Winter.
GLOBAL BEER NETWORK
Since April 1994, the Santa Barbara-based
Global Beer Network has made it possible for
37 states in the "New World" to experience
some of the finest beers from the old world.
This unique enterprise created by a Belgium-
bred/California based husband and wife team
(Johnny Fincioen and Claudine Van
Massenhoven) makes 42 exquisite artisan
beers available to beer connoisseurs.
More than a dozen of the company's
products are past winners in major competi-
tions around the world. Therefore, it should
not be surprising that Global Beer Network
has tapped into this emerging American mar-
ket, as demand for Belgian imports grew at a
rate of 55% in 2007. While some American
producers have attempted to copy the
Belgian style of artisinal beer-making, the
Global Beer Network notes U.S. consumers
are actively seeking authentic Belgian beers
made from techniques refined over several
centuries.
The Global Beer Network describes its
products as "Living Beer," thanks to a 1000
year-old practice established by beer-making
monks adding live yeast during bottling.
Some beers can be aged for up to 30 years,
while in most of the beers yeast is also a
source of complex B Vitamins. Mass-pro-
duced beers, meanwhile, are not "living," Augustijner-abbey of Gent. The beer is full-
since they are pasteurized and sterilized, bodied, with a resilient foam head. It has a
resulting in short shelf lives and strict code rich amber color, with a spicy, malty palate
dates. that finishes very fruity with complex hoppy
Global Beer Network's extensive web undertones. While it is great as a “drinking
site (www.globalbeer.com), meanwhile, offers beer” on its own, it also pairs well with spicy
consumers a wealth of information on their food (fish or meat.) When paired, the kick of
family of living beers as well as an internet hot spicy food (Cajun, Mexican, Oriental ...)
store for Belgium beer glasses, accessories and is pleasantly cooled by this wonderful beer.
Belgium beer travel. The hops also help the digestion. It is also
Augustijn, regarded as Van Steenberge’s nice when paired with cheeses. Furthermore,
“showpiece” beer, derives from a centuries- you can age the Augustijn for many years,
old recipe developed by the Monks of the just like wine. ■
GLOBAL BEER NETWORK SELECTIONS include Bavik-Premium Pilsner, Wittekerke Wheat and
Petrus beers, Boelens-Bieken Honey Ale, De Halve Mann-Brugse Zot Pale Blond Ale, Silly-
Scotch de Silly Scottish Style Ale, La Divine Blond & Triple Amber Ales, Silenrieux-Sara
Buckwheat & Joseph Spelt Ales (both certified organic), Roman-Ename Triple Abbey &
Sloeber Pale Golden Ale and The Musketeers-Troubadour Obscura Mild Stout & Blond Ale.
PIRAAT is a wickedly rich and rounded brew that packs a mighty punch. The powerful glow
builds up from inside, as a deep golden hue with a subtle haze. As it is characterized by
heavy hops and malt, it has a mild sweetness. reminiscent of bread dough, along with
spices and tropical fruits. It is a compelling brew: It is an Indian Pale Ale by history, but
what sets it apart from others is a triple strength attained when the brewer uses three times
the normal amount of barley malt, thus starting with more starches, getting more sugars after
cooking, and more alcohol after a long fermentation. Pairing-wise, Piraat goes well with
fish and meat. Is often appreciated as an after dinner beer and cigar lovers claim there is
no better beer to enjoy with a cigar.
GULDEN DRAAK, a dark brown Triple Ale, is distinguished through a second fermenta-
tion that imparts the beer with a nice creamy head, a full body and all the vitamins of
the centuries old brewers yeast. It is a "thick" beer, that you can actually "nimble" to
adventure the complex taste. Gulden Draak balances a natural malt toffee-like sweet-
ness with a mellow mouth and hoppy accents. The aroma is round, sweet and reveals
the 10.5 alcohol by volume. Another name for this type of rich beer is “barley wine,”
as one can sip and enjoy this beer slowly, or even enjoy it as one would enjoy a
desert alongside chocolate or a good cigar. This award-winning beer (Silver medal
in the International Beer Competition, Chicago 1996; Silver Medal Dark Ales,
California Microbrew Beer Festival 1995) can be cellared like a fine wine.
BORNEM DOUBLE is an intense experience, as evidence by its dark coffee color,
rich body, staying head, effervescent nose - luscious velvet feeling in the mouth.
The malt character with a hoppy aftertouch, makes it best suited for steak, grilled
meat, game or sausages. The brewery also recommends it as a power-shot after
physical exercise. The lighter, but equally rich Bornem Triple, bears a golden hue
and a soft feeling in the mouth, along with a splendid aroma, atickling in the
nose, and a hoppy and dry long finish. Triple means that the brewer adds three
times the normal amount of malt in the brew kettle, which gives us a rich beer.
One can age the Bornem Triple for many years, just like wine. Bornem Triple can
be served as a digestive (hops!) with cheese after dinner, or as a rich refreshing
beverage with a main-course.

A
quarter century ago,
American diners were just
graduating from their
beloved Chinese buffet to more
exotic reaches of Asian cuisine,
from Thai barbeque to sushi.
Japanese beer and sake emerged as
the liquid component to these culi-
nary discoveries. In 2008, with our
collective Asian food vocabulary
ever expanding, it is only natural
that Asian beverage producers are
looking to expand our horizons on
the beverage front as well.
48 BIN 2 0 0 8 • I S S U E
THE EAST’S
FEAST FOR
THE SENSES
SEEING BEYOND SAKE
This was evident at Shochu: The Other Asian Spirit, a sold-out
seminar at this year’s Tales of the Cocktail in New Orleans.
Though the focus of that seminar was obviously on Japanese
Shochu, one important point panelists Tad Carducci, Yuri Kato
and host Paul Tanguay drove home again and again was that in
terms of adoption of Asian spirits, sake was just the very tip of the
iceberg. In fact, in Japan, young trendsetters consider different
varieties of shochu to be among spirits on the vanguard of cocktail
culture fashion. More importantly, they pointed out that after
vodka, shochu is the second most popular spirit in much of the
world, including most of Asia and Europe.
A major task at hand for those bringing Asian products into
the emerging American market will be to generate the kind of
enthusiasm that vodka stirred up a few years back, using a variety
of angles, including craftsmanship, versatility and the fashionable
notion of discovery…embracing something new and different.
Back in New Orleans, Paul Tanguay was on a mission to clear
up the confusion generated when the terms “shochu” and “soju”
are used interchangeably. “Consumers throughout the world are
now focused on drinking better, higher quality products, and there
is a trend toward drinking in more moderation,” observes Tanguay.
“Shochu fits the trend as it is lighter in alcohol but still robust and
flavorful. You can enjoy it more often, and offer lighter cocktail
7
 CATEGORY FEATURE: Asian Products
creations. (In the U.S. market), Shochu
has the unique challenge of being closely
tied to Japan, and some people may think it
could be a fad, as sake was some years ago.
It can be a tough sell, so I would advise
people in the industry to take it outside its
Japanese mold, as it is highly mixable and
can work in a wide variety of recipes.”
Paul Tanguay
ato
Yuri K
The first point of distinction is that
soju is traditionally made in Korea while
shochu is made in Japan and with higher
production standards involving pot stills
and single distillation. However, origins of
the confusion are traced to a loophole in
California law that allows restaurants with
a beer and wine licenses to permit Soju on
the menu. Some shochu makers therefore
changed their labels to “Soju” so they could
get into some of these restaurants.
That said, distinctions needs to be
made as Shochu can be distilled from a
number of sources, including barley, sweet
potato, rice and even dates (“Detsu”), is
reliant on koji (a type of mold also used in
the production of sake, soy sauce and other
products) and not rice (as commonly
believed) for its fermentation. Furthermore,
it should be noted shochu is not vodka, as
vodka is made by converting grain to sugar,
and achieved through a malting process.
Like vodka, the unique character and fla-
vors of different shochus derive from what
they are distilled from. Unlike vodka, there
are three different varieties of koji (white,
black and yellow) whose use will determine
whether a shochu is light and fruity or clos-
er in body, flavor and strength to a whisky.
50 BIN 2 0 0 8 • I S S U E
WHISKY’S SUNRISE
Speaking of whisky, Japan has long been a
significant producer just as it has been a
strong consumer market for imported
whisky from Canada, the U.S., Scotland
and Ireland. While production in Japan
began on a small scale in 1870, Yamazaki
introduced commercial whisky production
in 1924. It also should be noted that the
final product is closer to Scotch than
American forms of whisky such as
Bourbon. Other companies such as Suntory
and Nikka are also producing blended and
single malt whiskies, though category
leader Suntory’s whiskies are less smoky
and are lighter bodied, which appeals to
the Japanese palate. Yuri Kato (panelist,
publisher of CocktailTimes.com and author
of upcoming book, Japanese Cocktails)
points out that Japan is currently one of
the “Big 5” in whisky-making (which early
distillers learned from the Scots) along
with the U.S., Canada, Ireland and (of
course) Scotland.
“There is a cult following for Japanese
whiskies all around the world among afi-
cionados,” Kato says. “Consumers in the
U.S. and U.K., especially trendsetters look-
ing for something new, really appreciate
Asian culture, especially with things of
Japanese origin. Because the current genera-
tion of consumers is better traveled and edu-
cated about the world, and Japan is seen as a
sophisticated destination, its only natural to
see those consumers wanting to have a piece
of Japan in their daily life back home.”
Kato further explains that in Japan,
quality is a part of their lifestyle, with eat-
ing and drinking the best they can find an
essential part of the daily routine. As sushi
and fusion cuisine becomes more common-
place, American consumers are adopting
this mindset as well, which in turn opens
the door for Japanese whisky and other
products to enter the marketplace. In
Kato’s expert opinion, sushi goes best with
7
whisky, while other traditional Japanese
fare such as kaiseki (a series of expertly
prepared steamed and simmered small veg-
etable, meat and seafood dishes) pairs well
with shochu.
According to Umberto Luchini,
Director for Suntory Portfolio in San
Francisco (which includes Midori Melon
Liqueur, Zen Green Tea Liqueur and
Yamazaki Single Malt Whisky) on-premise
accounts are trying to satisfy the increasing
consumer demand for Asian products by
modifying their menus, product offerings
and decor. “In our on-premise accounts,
Asian-fusion food is becoming more popu-
lar. Serving finger foods, Korean style and
combining it with sushi is something that is
seen in many cities like New York, Chicago
and San Francisco, and of course, there are
beverages that pair with these perfectly.”
As Luchini sees it, American palates
are getting more sophisticated and search-
ing for more complex cues. In the past,
demand was driven by quantity and sweet-
ness for consumers across the board.
Though this remains the same in many
parts of the country, the major urban areas
are open to discovering new tastes, new
habits and a different way of experiencing
foods and drinks.
“As the wealth of the nation has
increased, the more elaborate and expen-
sive Asian products have become more
affordable,” he says. “Furthermore, the
increased influx of Asian communities in
metropolitan areas like San Francisco and
Seattle have become must-see places.
According to the type of product we want
to promote, we will identify the right con-
sumer target for it and try to satisfy their
interest for Asian influence in the right
environment. For example, Japanese single
malts are getting more attention amongst
the US Single malt community. We're not
promoting the Yamazaki prized selection
only in Japanese accounts, but rather
Various Shochus
available in the U.S.
 CATEGORY FEATURE: Asian Products
focusing on the Single Malt connoisseur
who has the right mind-set and taste pro-
file to appreciate the complexity and
uniqueness of a Japanese single malt. High-
end hotel bars, cigar-bars, steakhouses are
just an example of accounts that we try to
communicate to our single malt consumer.”
ASIAN LIQUEURS: FOUND
IN TRANSLATION
“If you go to a Thai restaurant, you will see
specialty drinks specially created to go
along with the food,” Observes John
Lennon, President of International
Beverage Holdings USA, the international
wholly owned subsidiary of Thai Beverage
that is responsible for attaining interna-
tional accounts. “We just celebrated our
U.S. launch of Mekhong in the Lincoln
Hotel in Monterey Park, and are now a lit-
tle over a year into releasing Chang in the
U.S. market (July 2007). We introduced
the Sabai Sabai cocktail (translation: “wel-
come, relax and enjoy”), and hope it will
be to Thai restaurants what the margarita
is for Mexican restaurants. Mekhong (a
blended sugar cane and rice-based spirit
with 12 Thai spices in the recipe) is the
national drink of Thailand, and we hope it
will have the same cache in this market, as
Sake does as the drink of Japan and
Tequila is as the drink of Mexico.”
Lennon credits Mekhong’s acceptance
52 BIN 2 0 0 8 • I S S U E
in the U.S. market to the booming Asian
economy and the fact that more
Americans have made their way across the
Pacific. Lennon sees word of mouth taking
shape, where Americans first try the prod-
ucts in Asia and then seek out similar taste
and drinking experiences in their favorite
Asian lounges and restaurants stateside.
Though he observes that Middle American
is behind the curve to Europe and
Australia in overall adoption of Asian
products, urban areas on the West Coast
have consumers quickly catching on to
Asian food and beverage trends.
Though other exotic liqueurs such as
Voyant Chai Cream Liqueur, Choya Plum
Liqueur and Soho Lychee are gaining popu-
larity, Zen Green Tea Liqueur is specially
intended for an international marketplace.
The spirit’s flavor base is carefully-selected
Kyoto green tea leaves of the highest grade
grown by famed Japanese tea producer
Marukyu-Koyama-En. Infusing neutral spir-
its with whole and ground green tea leaves, it
is then blended with lemongrass and other
herbs and natural flavors.
“Asian accounts would be a natural fit
for this product, and indeed they provide
us with solid distribution,” points out
Luchini. “However, our consumers are tea-
lovers who want to experience the taste of
tea in a sophisticated cocktail environ-
ment. Hence, our challenge is to com-
municate the product as a unique cock-
tail ingredient, adding flavor to drinks
like the Mojito or mixing it with Iced
Tea. In Asia, while being on the rise,
cocktail culture is far behind the US. A
product like Zen is not available in
Japan, as it would be perceived as too
sweet and its consumption method
would be misunderstood.”
Luchini doesn’t see the U.S. mar-
ket as behind or ahead of an Asian
trendiness curve, but as a market
with its own unique assets and chal-
lenges. “On one hand Americans are
evolving their taste and palates to a
more sophisticated level,” he says.
“On the other, they still want to
integrate Asian influence within
their habits and way of life.
Japanese chopsticks are getting pop-
ular in people's houses, but forks
and knives will never disappear!”
7
A year ago, TY KU entered the market
in Las Vegas and New York (with a sprin-
kling of exposures at high profile events in
Hollywood). Why? According to Scott
Hite, Vice President of Sales for the
Western United States, if they could make
it in New York and Las Vegas (two of the
most competitive cities), they literally
could make it anywhere. Hite also notes
that timing is everything, and in TY KU’s
case—for the original product and the sake
and soju extensions—the time is now.
“Our motto is, ‘Respect tradition and
embrace tomorrow,’ affirms Hite. “This
means we recognize the roots of our prod-
ucts but also present updated forms of them
intended for a modern and greater con-
sumer base. We built this from scratch,
from the bottle, to achieving the trade-
mark flavor profile. We hope we will open
doors for the Asian wine and spirits catego-
ry in America.”
FOR GOODNESS, SAKE!
During the course of this year, TY KU will
extend from its flagship liqueur (in the
green bottle) and into Premium Soju, Junai
Ginjo Sake and “White” Daiginjo Sake
(their top of the line). As TY KU finds its
way to bars and store shelves, Hite notes
the overall goal is education, via a cutting-
edge and information-packed web site (try-
tyku.com) filled with user-friendly infor-
mation on the rich traditions of the
entire line of products and ways Asian
spirits can be enjoyed with and without
food. Hite also adds there is also a TY
KU viral campaign running, with the
brand’s messages conveyed via videos,
social network web sites and other
means to generate word of mouth
among target audiences about the
brand’s unique ingredients, quality
and versatility.
“Our products and flavor profiles
can accompany any type of cuisine
when it comes to a variety of on-
premise accounts, Asian and non-
Asian,” Hite adds, when elaborat-
ing on the brand’s versatility.
“With our off-premise accounts,
we aim to show TY KU offers
some fresh alternatives to the
flood of vodka products in the
market place, especially because
 CATEGORY FEATURE: Asian Products
the bottles are showpieces for shelves and
bars. Our products inside, are versatile and
work with a variety of spirits and mixers,
and can even allow the average customer
to readily become a mixologist at home.
The range is exciting because it presents a
great opportunity to turn American con-
sumers on to a variety of spirits traditions
from the East, but in formats they will
quickly embrace.”
Speaking of a wide range, other sakes
in the mix stateside include Takara Sake,
Gekkeikan Sake, Yaegaki Sake, Saké 2 Me,
Moonstone Asian Pear Sake, Hakutsuru
Sake, Hana Sake Lychee, Kanbara Sake
Bride of the Fox, Meibo Ginjoshu Sake
and Sake One. While JFC, importers of
Kikkoman products (including spirits) and
distributors of Ozeki (offering some “Made
in America’ sakes), has historically satisfied
diverse demands of Asian-American retail-
ers, restaurants and consumers, it is now
shifting its focus toward penetrating new
demographics and accounts beyond its
established core of clients.
To realize its ambitious goal of captur-
ing 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 ware-
house technology, user-friendly food service
catalogues and modern test kitchen. Their
spirits-oriented web site (Sakeexpert.com),
meanwhile, reflects the constantly increas-
ing interest in and demand for Sake
(Daiginjo, Ginjo, Junmai, and Honjozo),
Plum Wine, Shochu and other spirits, not
just among Asian consumers, but a vast
representation of people from all ethnic
backgrounds and age groups.
“In the last several years, Los Angeles
has emerged as the perfect hub for many
Asian food and beverage distributors,
thanks to its size and diverse population,”
notes Steve Mapes, National Sales
Manager of JFC’s beverage department. “In
keeping with the improvements we have
made in our location and our facilities, we
have brought in lots of new people and
trained them to not only work with our
core Asian clientele but potential clients as
well. It is also important to note that with
the recent economic downturn in Asia,
excellent food and beverage companies
have turned to America, and to us in turn
to put their products into on- and off-prem-
ise hands as well as everyday consumers.”
54 BIN 2 0 0 8 • I S S U E 7
ASIAN VODKAS: A WHOLE
GRAIN DIFFERENT
“Asia is the new frontier of discovery for
many people, especially since most have
never been there,” observes says KAI
founder and managing director Marcus
Bender. “The intrigue and romance of Asia
has people looking to find a way to experi-
ence its exotic flavor and appeal.
Furthermore, the mixology boom and the
development of innovative cocktails with
delicious tastes and aromas that combine
exotic but familiar names, inventive garnish-
es and appearance further drive Asian spirits’
TY KU LEMONADE
TY KU
Fresh Lemonade
Splash of Vodka
FLYING MERMAID
2 oz Imo Shochu (Sweet Potato Shochu)
3.5 oz Moscato D’Asti
.5 oz Yuzu or Pineapple Juice.
Chill Shochu and fruit juice over ice. Strain into
a chilled champagne flute. Top with Moscato
and gently stir.
GINGER CHU-CUMBER
2 oz Kome Shochu (Rice shochu)
1 oz Domaine de Canton Liqueur
.5 oz Fee Brothers Rock Candy Syrup
1 oz lime juice
Muddle cucumber with simple syrup. Mix in
shochu, Domaine de Canton and lime juice.
Shake with ice, pour and garnish with a cucum-
ber wheel.
ZEN MASTER
1 part Zen (1/2 oz.)
2 parts vodka (1 oz.)
Top with Club Soda (3-4 oz)
Surround the circumference of a rocks glass with
fresh cucumber rings. Add ice to the center, pour
vodka and soda over the ice. Top off with Zen.
mystique and personality. This is the reason
why I feel that the market has been so open
to KAI Vodka and KAI Lychee Vodka.”
Since its introduction, Bender and his
team have driven demand and interest for
KAI Vodka and KAI Lychee Vodka by
using the spirits and cocktail recipes as
conversation starters, infusing the con-
sumer’s drinking and socializing experience
with something uniquely Asian they can
enjoy stateside. They are also betting that
the brand’s most unique attribute—a sub-
lime distillate deriving from a rare form of
rice grown in small villages near North
ZENTINI
Equal Parts ZEN and
SKYY Vodka
Splash of Fresh Lime Juice
Shake zen and vodka with
cracked ice. Pour into chilled
martini glass. Garnish with a
lime.
SABAI SABAI (THE WELCOME DRINK)
1.5 oz Mekhong
1.5 oz fresh squeezed lemon juice
.75 oz simple sugar syrup
Finger pinch of sweet Thai basil
Club Soda
Pour Mekhong and the rest of the ingredients
except club soda into a mixing glass. Add ice
and shake vigorously for 7–8 seconds. Strain
into a chilled martini-cocktail. Top off with club
soda.
KAI-AGRA
1.5 oz Kai Vodka
3.5 oz (energy drink)
.25 oz Blue Cuacao
Shake ingredients in a
Boston shaker and pour
into a Highball Glass.
 CATEGORY FEATURE: Asian Products
Vietnam’s Red River Delta—enables it to
be its own new beverage segment in the
otherwise crowded and predominantly
European Vodka category.
Affirms Bender, “We are at a new begin-
ning for Asian/Pan Asian cuisine. Along
with Asian spirits in general, KAI Vodka is
in a great position to follow suit, on its own,
in cocktails or paired with a variety of foods
Americans are now very open to making
part of their lives on a regular basis.”
Other brands causing a stir in this cate-
gory include Han Asian Vodka, Kissui
Vodka, Yazi Ginger Vodka and Wasabe
(1/2 sake 1/2 vodka).
ASIAN BEER: RISING
TO THE TOP
While Sapporo has been in the U.S. for
56 BIN 2 0 0 8 • I S S U E 7
many years, and a fixture at sushi bars and
Asian restaurants throughout California,
Takeshi Miyahara, Senior Regional Sales
Manager (West Coast Division) of Sapporo
USA, Inc., notes that this beer’s popularity
has enabled it to transcend its category
(which also includes Singha and Tsing
Tao) and while also being a much-loved
part of Asian dining.
“(It is important to realize that) most
of our accounts don’t look at Sapporo beer
as ‘Asian beer’ anymore,” Miyahara says.
“They see Sapporo as a ‘high-end import
beer, and introduce our brand to their cus-
tomers as a high-end import beer, which is
really what we are trying to be rather than
just another ‘Asian beer.’ In fact, we have
been working hard to get out of the Asian
cluster. While the Asian market is our
Takeshi Miyahara, Senior Regional Sales
Manager (West Coast Division) of Sapporo USA
core market in the U.S., to increase our
brand visibility, we also need to go outside
of the Asian market.” To achieve this goal,
Sapporo has sponsored high-profile events
such as post-Oscar parties, which Miyahara
pointedly notes have almost nothing to do
with Asia. He also says that if one takes a
look at the company web site (www.sap-
porobeer.com), one can see how Sapporo
has worked to capture American cus-
tomers’ attention, without relying on any
Japanese theme. Furthermore, as he sees it,
Asian food has become so mainstream that
emphasis on Sapporo’s quality can be a
stronger sell than other tactics.
Chang Beer, distributed by the Thai
Beverage Public Company Limited and
launched in March 1995, is the top-selling
brand in Thailand and on the rise in the
U.S. While it is regarded as an ‘import’
product stateside, a combination of great
value (retail wise, for consumers) and
strength (5% Abv) adds to its appeal in the
west and is an ideal accompaniment to
spicy foods. That said, the company and its
distinctive “Elephant” branding is becom-
ing increasingly familiar thanks to a highly
organized and focused distribution system.
“As we see it, we have two platforms
on which to build,” says Lennon. “There
are Thai, Asian Fusion, and Pan-Asian
restaurants, which offer quality food and
serve it family style. Then there is the
lounge and bar scene, such as Tao and
Buddha Bar, that attract the young and
fashionable. Though Europe now has bet-
ter proximity to Asia, with more people
who have traveled there, American con-
sumers are definitely catching up, especial-
ly among those who are in bigger cities
with diverse populations who have opened
up their eyes and minds.” ■