2 INDUSTRY INSIGHTBy Alan Forester, CPA, Attorney

4 SPEAK EASYA CHAT WITH CRAIG WOLFWSWA's President & CEO

6 INDUSTRY REPORTTHE COCKTAIL'S FUTUREWhat's next for America'sdrinkers?

16 WHAT’S BREWING

20 COVER FEATUREFERRARI-CARANOTHREE CHEERS FOR THE REDS,WHITES AND GREEN!Ferrari-Carano stays successfulbeyond its great American wines,putting more emphasis onenvironmentally sound practicesand providing superb value fortrade and consumers.

30 BRAND PROFILEBLUE ICE ORGANICWINTER WHEAT VODKA

32 HOTEL TRENDSSTAY AWHILEThrough innovative beverageprograms, hotels strive to keepcustomers on property.

40 CORPORATE PROFILEB & I OVERSEAS TRADING

42 CATEGORY FOCUSTEQUILA TERROIRCan you tell a tequila by its region?

50 INDUSTRY REPORTAGAVELUTION!Industry pros discuss tequila –plus, the Top 100 Tequilasand Mezcals!

68 BRAND PROFILESKYY INFUSIONS PINEAPPLE

70 CORPORATE PROFILEPERNOD RICARD USA

76 CATEGORY FOCUSTHE PRESENCE OF ABSINTHEThe mystique-filled elixir has evolvedinto a full-blown spirits category,populated with brands that balanceherbs and spices with a storiedhistory and a promising future.

88 INDUSTRY EVENTLE TOURMENT VERT ABSINTHE

90 CORPORATE PROFILEARTISAN BRANDS

92 NEW PRODUCTS & PROMOTIONS

94 INDUSTRY NEWS

94 MARKETING NEWS

98 INDUSTRY INSIGHTBy David Rippentrop,Adult Beverage Recruiter

100 POUR OF THE MONTHFINEST CALL MIXERS

InsideInside

42

88

50

6

20BINBIN

2 B I N 2 0 0 9 • I S S U E 4

POSTMASTER:SEND ADDRESS CHANGES TO:

BIN Beverage Industry News171 Mayhew, Suite 202Pleasant Hill, CA 94523

Southern CaliforniaBusiness, Production and Editorial Office

160 W. Foothill Parkway, Suite 105-95Corona, CA 92882

951 272-4681 Fax 951 272-4816

PRESIDENTMichael Chu

E-Mail: beverageindustrynews@gmail.com

EXECUTIVE EDITORKim Brandi

626 377-2510E-Mail: beverageindustrynews@mac.com

CONTRIBUTING EDITORSJuan Alverez

Kristen Wolfe BielerDale DeGroff

Jeffery LindenmuthEd McCarthyGregg GlaserWilfred Wong

EDITORIAL DIRECTORVictoria Vann951-272-4681

E-Mail: binvvann@gmail.com

ADVERTISINGJohn Muldoon951-272-4681

Northern California OfficeIndustry Publications Inc.

171 Mayhew Way, Suite 202Pleasant Hill, CA 94523

925 932-4999 Fax 925 932-4966

PUBLISHERDavid L. Page

E-Mail: dlpage@earthlink.net

EDITOR-AT-LARGEElyse Glickman310 497-7157

E-Mail: 4elyse@earthlink.net

CIRCULATION / PRICE EDITORManfred Schaffler

BIN Beverage Industry News USPS 053-880,ISSN 1054-0423. Is published monthly by Industry Publications,Inc., except combined in May/June and November/December.

171 Mayhew Way, Suite 202, Pleasant Hill, CA 94523.

Subscriptions are $48 per year (tax included),single copies are $12.00 each. Periodicals postage paid atPleasant Hill, California, and additional mailing offices.

BINBeverage Industry News

VOLUME 98, ISSUE NUMBER 33FOUNDED IN 1934www.binonline.net

SEXUAL HARASSMENT, EMPLOYER’S RESPONSIBILITYIt is important for any employer to be aware that, under certain circumstances, he or she maybe held legally responsible for any sexual harassment committed by an employee. This the-ory is often referred to as “vicarious liability,” or “respondeat superior” by Latin-loving attor-neys. The law states that if an employer or its agents or supervisors knows or should haveknown of sexually harassing conduct and fails to take immediate and appropriate action tocorrect it.

There are several theories regarding employer liability for sexual harassment in the work-place that an employer must be aware of in order to avoid a devastating lawsuit:

1) Harasser as Employer’s Proxy Theory:The first theory occurs in a situation where the harasser, the person charged withcreating the abusive atmosphere, is either a sole proprietor, partner, or high-rankingofficer of a corporate employer. In this circumstance, the employer can be held liable forthe harasser’s conduct. It is important to note that under this theory, an employer cannot avoid liability by claiming that they were not aware of the supervisor’s conduct orthat the supervisor’s conduct violated the employer’s anti-harassment policies. Also, anemployer should know that merely persuading the harasser(s) to stop their activities maynot be enough to prevent liability. Under this theory, the best policy for employers toadopt is to immediately take action to make that harassment does not continue after theharassment comes to the employer’s knowledge.

2) Hostile Environment Created by Coworkers or Others Theory:This second theory actually acts as a shield for the employer against liability if theharassers were the victim’s coworkers, as opposed to supervisors. If the harasser was asupervisor of the victim, then the first theory would apply. But in a situation where thesexual harassment is created by the victim’s coworkers or others, the employer will not beheld vicarious liable. The catch here is that an employer may be held directly liable if itknows of the harassment and fails to stop it. Again, the best employer policy to avoidthis direct liability is to take immediate action to stop the behavior upon learning of asexual harassment allegation.

3) Negligence:A third theory that an employer must be aware of is the theory of negligence. Under thistheory, an employer may be held liable for sexual harassment by coworkers if theemployer unreasonably fails to take appropriate corrective action upon learning of theharassment. In this situation, the court is likely to find that by failing to takeappropriate action; the employer essentially adopts the offending conduct as its own,resulting in direct liability.

How to reduce your liability as an employer?• As an employer, if you have 50 or more employees, you must provide at least twohours of classroom or other effective interactive training and education regardingsexual harassment to all supervisory employees in California.• You must also provide at least two hours of classroom or other effectiveinteractive training and education regarding sexual harassment to all supervisoryemployees within six months of their assumption of a supervisory position.• The training and education required must include information and practicalguidance regarding the federal and state statutory provisions about the prohibitionagainst and the prevention and correction of sexual harassment and the remediesavailable to victims of sexual harassment in employment.• The training must also include practical examples aimed at instructing

INDUSTRY INSIGHTBY ALAN FORESTER, CPA, ATTORNEYWWW.ABCLAWYER.COM 800-464-1040

4 B I N 2 0 0 9 • I S S U E 4

6 B I N 2 0 0 9 • I S S U E 4

8 B I N 2 0 0 9 • I S S U E 4

10 B I N 2 0 0 9 • I S S U E 4

12 B I N 2 0 0 9 • I S S U E 4

14 B I N 2 0 0 9 • I S S U E 4

20 B I N 2 0 0 9 • I S S U E 4

22 B I N 2 0 0 9 • I S S U E 4

28 B I N 2 0 0 9 • I S S U E 4

30 B I N 2 0 0 9 • I S S U E 4

“Blue Ice Organic Winter Wheat Vodkaisn’t just a marketing hook,” explains KevinEgan, Vice President of Sales and Marketingfor 21st Century Spirits. “Our embrace of ourcustomers’ demand for eco-friendly productsand quality for a great price gives the spirit areal edge in today’s market. Consumers andtrade alike will appreciate the vodka’s specialdistillation process developed by MasterDistiller Bill Scott not only for its subtle tasteand smoothness, but also the care that wentinto making it. The organic winter wheatspecially selected for the new spirit imparts asmooth body and a crisp, refreshing finishthat compliments other cocktail ingredientsand is designed to please the discriminatingvodka connoisseur.”

Egan also points out with confidencethat the highly anticipated introduction ofBlue Ice Organic Winter Wheat Vodka notonly completes founder Jim Myerson’s lega-cy of creating the great American line ofspirits, but also generate new enthusiasm formade-in-the-USA spirits in general.

“Even after a lifetime of successes in thebeverage industry, Myerson's creative andentrepreneurial spirit was still going strong,”recalls Egan. “Just as he was inspired tolaunch the original Blue Ice Vodka in 2001,pressing on to carry that achievement for-ward was a fun challenge for Jim, and he hadno intention of slowing down. Once he suc-cessfully built his premium vodka into anational brand, he wanted to show every-body what could be accomplished with

Organic Winter Wheat grown and harvest-ed in America. Until the end, he was tunedinto what trade customers and consumerswanted, and was keenly aware that a young,well-educated and socially conscious marketactively sought a spirit that would be kinderto the Earth in its production yet still fitright in to today’s bar and mixology culture.”

Handcrafted and quality assured as akosher and USDA Certified Organic bever-age, Blue Ice Organic Wheat Vodka is dis-tinguished with its harmonious blend of pris-tine Idaho water and locally harvested, cer-tified organic winter wheat. Distiller BillScott, meanwhile, achieves this result usingthe distillery’s certified organic fermentationprocess that uses no chemical additives ofany kind.

“In a crowded market inundated withfly-by-night brands, here today, gone tomor-row, Blue Ice has successfully circumventedthis fate by focusing on the fundamental pri-orities of today's modern-day consumer,”said Egan. “Quality, affordability and socialresponsibility are just a few of the manyinfluences that have shaped the rise andevolution of the Blue Ice brand. The contin-ued success of Blue Ice Vodka's flagshippotato vodka has parlayed into the birth ofBlue Ice Organic Wheat Vodka, the nextnatural progression in this family-ownedoperation's devotion to bottling exceptionalAmerican vodkas.” �

21ST CENTURY SPIRITS

BLUE, GOLD AND BOLDBlue Ice Organic Winter Wheat Vodka

arrives just in time for today’s eco-conscious,value-demanding consumers

BRAND PROFILE

“Quality, affordability andsocial responsibility arejust a few of the many

influences that have shapedthe rise and evolution ofthe Blue Ice brand.”

– Kevin Egan, Vice President of Sales and Marketing

B lue Ice Organic Winter Wheat Vodka, the newest member ofthe Blue Ice family is quickly finding a place on shelves atretailers, bars and restaurants everywhere. While the spirit’s

exceptional blend of pristine Idaho water and certified organic wheatmake it the perfect neutral base for a range of cocktails, its versatility isheightened by its value and the distiller’s emphasis on environmentallyfriendly production.

32 B I N 2 0 0 9 • I S S U E 4

38 B I N 2 0 0 9 • I S S U E 4

40 B I N 2 0 0 9 • I S S U E 4

42 B I N 2 0 0 9 • I S S U E 4

44 B I N 2 0 0 9 • I S S U E 4

46 B I N 2 0 0 9 • I S S U E 4

50 B I N 2 0 0 9 • I S S U E 4

Though there is controversy sur-rounding the true origins of theMargarita—the perennial cocktail

that introduced generations of drinkers totequila–one thing spirits industry pros,mixologists, food writers and consumers canagree upon is that there is literally some-thing for everybody. Producers of tequilaand mezcal, its hearty older brother, arekeenly aware of this and have taken agave-based spirits from a category to a globalphenomenon going non-stop.

While vodka is still the world’s #1 consumed spirit, there is nodoubt that the tequila/mezcal category has long since proven it haswhat it takes to be a force to be reckoned with. Along with its color-ful Mexican origins and history, the spirit comes in as many varia-tions as there is folklore to explain its allure. The versatility inherentin the three varieties of tequilas (blanco/silver, reposado and anejo)have carried the savviest brands beyond Spring Break and Mexicanrestaurants into every kind of establishment, from exclusive upscalelounges and chef-driven restaurants to neighborhood cafes.

As agave-based spirits have evolved (as the category now alsoincludes pre-mixed cocktails, coolers and cream liqueurs), it is impor-tant to not only understand tequila’s history and development, butwhat the different variations will mean for the category in the future.Though economic times are tough, quality tequilas and mezcals atevery price point are still a must for bars, retail outlets and homeseverywhere. Professional mixologists and retailers, meanwhile, notonly need to know their blancos from their reposados and anejos, butalso need to translate those nuances to their customers whether theyare called for straight, on the rocks or as part of a cocktail.

Agavelution!Tequila and mezcal have journeyed from bar and cocktail staples to a wide category

that is beginning to rival vodka in its range, versatility and luxury potential.

BY JESSICA CRISTOL

52 B I N 2 0 0 9 • I S S U E 4

The Great White (Spirits) Hope

BIN: Do you agree that this category isbecoming as competitive as Vodka?

ANTONIO PORTILLO,SENIOR BRAND BANAGER, SAUZA:The tequila category has been experienc-ing a revolution over recent years as moreand more consumers explore new andexciting ways to enjoy this spirit. SauzaTequila is well-positioned for all tequilaoccasions with Sauza Gold and Blanco, ourHornitos line and the super-premium TresGeneraciones family. Our Sauza Gold andBlanco line launched its “Expect Fresh”campaign in the 2008. “Expect Fresh”challenges the standard tequila categorythrough an emphasis on refreshment, mix-ability and fresh drinking experiences.

ELWYN GLADSTONE,HEAD OF MARKETING, PROXIMO SPIRITS:Tequila is only around 8% of the spiritscategory versus 28% for Vodka, so it’s stillmuch smaller. Also, within vodka, there area large number of brands at every pricecategory, while there are much fewer fortequila (i.e. Patron at the ultra premium,1800 at the super-premium and Cuervo atthe Premium). That said, tequila is incredi-bly competitive with spends getting biggerand bigger. I think of all the categories, thisis going to be the one where we see themost innovation in the next few years.

KEVIN EGAN,VP OF SALES AND MARKETING,21ST CENTURY SPIRITS,ORO AZUL TEQUILA:It’s an extremely competitive category. Willit ever be as competitive as Vodkas?Probably not for a long time. I think thereare ultimately limiting factors stemmingfrom the availability of the raw materials.Vodka can be made from anything any-where. As we all know Blue Agave is noteasy to cultivate, and takes a long time to

mature, and there are limited defined geo-graphical growing areas all serving to limitproduction, availability and diversity.

J. GARY SHANSBY,CHAIRMAN, PARTIDA TEQUILA:More quality tequilas are coming to the USmarket than ever before, but the categoryis different from vodka because there isgreater differentiation with tequila, andvaried nuances in the taste profiles. Youcould almost compare premium tequila tofine wine more than to vodka, and the cat-egory has a lot more room for a variety ofbrands with distinctive styles. Of course,consumption needs to continue toincrease to keep the category growing asAmericans discover the qualities anddiversity of the many premium tequilascoming to market in the US.

MATT CARROLL,CHIEF MARKETING OFFICER,PATRÓN SPIRITS INTERNATIONAL A.G:Competition is good, especially in theultra-premium tequila category becausethere is still a significant amount of educa-tion we need to do to continue to makepeople aware that ultra premium tequilasare not the same as low-quality tequilaspeople may remember from years ago.The more players there are in the catego-ry, the more opportunities there are toraise awareness of this sophisticated, ver-satile spirit.

DOUGLAS MCCREADIE,PRESIDENT, MARGARITAVILLE SPIRITS:We would probably argue that tequila is ascompetitive as vodka and has been forsome time, particularly in the 100% BlueAgave segment which has grown dramat-ically over the last few years. Althoughearly evidence suggests that we arebeginning to see signs of consolidation, atrend that is likely to accelerate as con-sumer spending declines and fewer peo-ple experiment with new and emergingbrands in favor of established offerings.

To make the increasingly complex learning curve for tequila flow a little more smoothly,BEVERAGE INDUSTRY NEWS caught up with some tequila brand honchos to discusshow and why their products are going strong, even as the economy and the tastes of con-sumers are in a constant state of change.

TALKING TEQUILA

TOP 10 FLAVORED TEQUILAS1. Gran Centenario Rosangel (Hibiscus-infused tequila) 2. VooDoo Tiki Desert Rose(Prickly Pear infused tequila) 3. MargaritavilleParadise Passion 4. VooDoo Tiki BlueDragon (Blue Raspberry and Kiwi infusedtequila) 5. Milagro Mandarina Tequila6. Caramba Pink Tequila 7. Jose CuervoOranjo 8. Tanteo Chocolate Tequila 9. La PintaPomegranate Infused Tequila 10. TarantulaTequila

Brands that secured an early lead ormomentum during the last few years arepositioned well to ride out the tough eco-nomic conditions. New brands will likelystruggle to find traction with the consumeras fewer discretionary dollars lead to con-servative consumer choices. Recessionarytimes typically don’t favor brand experi-mentation.

CHRIS MELENDEZ,MANAGING DIRECTOR, 4 COPAS USA INC:This category is definitely gaining marketshare across the board. It is becomingmore popular at non-traditional venues.For example, 4 Copas has garnered menuplacement at Chains like PF Chang's, anAsian bistro. The adaptability of blancotequilas is evidenced in restaurants serv-ing drinks such as Lemon Drops.

VARDAN SARDARYAN,CEO, TEQUILA DON RAMON:Yes. Current sales data shows that tequilais doubling in sales, and now trails onlyScotch and Vodka as the three top sellingspirits. We are in a growth period forTequila Don Ramon. We recently appoint-ed Young’s Market Company as our pri-mary distributor and anticipate that togeth-

er we will be adding points of distributionin both off- and on-premise sales.

HENRY PREISS,OWNER, PREISS IMPORTS:In my opinion, tequila offers a interestingflavor profile. As people’s palates matureand they seek some new experiences,tequila will benefit from that. In many ways,tequila is becoming as competitive asvodka, and not just because margaritacocktails are still popular. Tequila is differ-ent than vodka because the flavors ofmost vodkas are not as multi-dimensionalas tequila. When you are mixing vodkainto a drink, you are not looking for thatvodka flavor to come back through. But intequila, you are looking for that flavor tocome back through in the final drink. Awell made cocktail recipe highlights atequila’s flavor rather than hides it.

KEVIN RUDER,President, 901 Silver Tequila:I feel that this category is just starting toscratch the surface of competitive. Theconsumer really is starting to understandhow complex 100% Agave tequila can be,and I think that’s a great thing for the entirecategory. Because of this, without question,

every marketer and brand has to besmarter and more efficient during thesetimes. We will look to travel down the lesstraditional route, while at the same time giv-ing the consumer every chance possible tosample 901 Silver tequila.

BIN: The current economic climate ischanging the way people drink, as peo-ple are going out less frequently, andinstead buying tequila for entertainingat home. How does your businessplans or philosophy address this?

HENRY PREISS: Though Chinaco maynot be your only choice of tequila, we areconfident we can earn a place on yourshelves because of our unique characterand style. Consumers are taken by theuniqueness of a tequila, even in this econ-omy. While we would like to see salesnumbers grow, sales for Chinaco areremaining steady and that’s what prompt-ed us to grow our company. While we lostsome on-premise business, we havegained off-premise. The grass rootsapproach and appeal of the brand hasmade our consumers some of our bestambassadors for the brand.

ERNESTO AGUIRRE,OWNER, AGUIRRE TEQUILA IMPORTSANGEL BENDITO & CANICAS TEQUILA:In addition to conducting many tastings andgolf tournaments to keep up word-of-mouth,we have dropped the price of Angel Benditoabout 12% to the retailer. However, we wantto make it clear that all of our products offervalue in the form of quality, while bigger namebrands offer our quality of product as a "spe-cial edition" at two or three times the price.

MATT CARROLL: Entertaining at homeis definitely a growing trend, and to helpaddress that, we’ve created a programlaunching this summer that promotes theversatility and mixability of Patron Silver.We’ve developed easy-to-prepare cocktailsmade with Patron Silver and PatronCitronge mixed with pomegranate, pineap-ple and grapefruit juices. That said, tequilais a great value and always has been,regardless of economic conditions. Betterspirits make better cocktails. Consumersunderstand that value at a few extra dollarsbrings affordable, high quality cocktails.

ANTONIO PORTILLO: For Sauza, it isimportant to educate consumers abouttequila so they can enjoy it at home. One

step we’re taking to easing home enter-tainment is to launch Sauza Margarita-in-a-Box, the first boxed margarita cocktailmade with real tequila to hit the market.Sauza Margarita-in-a-Box is a convenientand cost-effective way to celebrate athome without the effort of mixing orblending. Made from a refreshing blend oflime juice, Sauza Blanco Tequila, triple secand margarita mix, legal purchase ageconsumers need only add ice to make theperfect margarita at home. The compactand lightweight Margarita-in-a-Box fitseasily into a refrigerator, keeping it freshfor up to six weeks after opening.

SIMON BARNEY,CEO, Tequila Conde Azul:The current economy is not affecting ourmarketing plan. We are a start-up compa-ny and each new state is additional busi-ness. Our biggest concern is finding theright distributors. I believe the liquor indus-try is not as affected by this economic cli-mate. People are going out to finer restau-rants less often, but when they do go out,they want to have better food and liquor.

DOUGLAS MCCREADIE: It is probablethat consumers will rediscover “cocooning”

and make the home their preferred venuefor entertaining. Helping consumers makedrinks at home seems to make sense andwill drive much of our planning as will anemphasis on our Ready To Drink products,which serve the same purpose by replacingthe drinks adopted in the on-premisechannel before the recession.Margaritaville Tequila marketing invest-ments and strategies will follow this obser-vation and line of reasoning.

JESUS OSTOS,EL JIMADOR US BRAND MANAGER:An important part of the business for thetequila category has happened in homeconsumption. For this, el Jimador islaunching its new communication concept“100% Agave, 100% Real” to capture theattention of off-premise clients and newconsumers, and encourage consumers toinvite their friends to enjoy authentic100% Blue Agave tequila when entertain-ing. Our approach also encourages peopleon- and off-premise to share originaltequila cocktail recipes for both differenttypes of occasions as well different typesof tequila expressions. If it’s a relaxedevening with friends, the consumer mayenjoy el Jimador Anejo, and if it’s more of

56 B I N 2 0 0 9 • I S S U E 4

a party event enjoy a more refreshingdrink, el Jimador Authentic Paloma – elJimador Reposado with Fresca and asplash of fresh lime juice.

JANE LUBA,VP & CHIEF ADMINISTRATIVE OFFICER,INTERNATIONAL TASTING GROUP:Our website has a large educational com-ponent to help people entertain at homewith all of the essentials for a successfulTequila Tasting party. We also offer a “Partyin a Box”, our Tequila Tasting Kit whichincludes three distinctly different brands of100% Agave Reposado Tequila, twoRiedel Tequila Tasting Glasses, a specialjigger for measuring tasting pours and aneducational DVD, all packaged together ina beautiful reusable shadow box. Whenconsumers cut back to conserve cash,going to restaurants and bars less fre-quently, it’s an “easy sell” to make the mostof enjoying tequila without “shortchanging”oneself. If one indulges less frequently, it’sokay to fully appreciate the experiencewhen indulging. Our method of promotingTEQUILARACK’s Tasting Flights allows forthe small indulgence of tastes that onewould not normally purchase.

DONNA DECUNZO-TADDEO,PRESIDENT, VOODOO TIKI TEQUILA:We actually started out with heavier off-premise promotions than on-premise, andgot known via a grassroots marketing cam-paign that really targeted the end user. As aresult, most fans of the brands wanted thebottles for their home bars and home enter-taining. From there it began getting out tobars, restaurants, and nightclubs, as con-sumers would ask for it at their favorite on-

premise locations – so for us, it isn’t a shiftat all. We’ve offered several promotionalitems and e-books that assist the con-sumer to host Voodoo Tiki Tequila Parties.

The Value of “Value”At All Price Points

BIN: How is the current economicclimate having an effect on how youwill be conducting marketing on- andoff-premise in 2009 and 2010?

JIMMY TODD,PRESIDENT, MARSALLE COMPANY:Our brand is thriving in the current econo-my because of our value to quality ratio.Because the Banuelos family (distillers)use only the best agave plants from theirfields, what we offer is comprable qualityto the $30 bottles of tequila for half theprice. We also have Ranchero a 100%Agave product that retails for around $14for a liter–available in both Silver and Gold.We are in the process of rolling out KarmaTequila. It has been in the works for quitesometime. It will be available in Blancoonly and will retail in the mid $40 pricerange. In addition, we will also be adding a1.75L for Hacienda Vieja.

HENRY PREISS: We are using 2009 toposition ourselves and Chinaco in an opti-mum way for 2010. We are adding peopleinstead of letting people go, includingsales managers. We will have a LatinDivision Sales Manager within a fewmonths of press time. By 2010, when theeconomy looks a little brighter, we will bein an even better position to get ourselves

TOP 10 LUXURY PACKAGE DESIGNS1. Patron 2. Maestro Dobel 3. PartidaTequila 4. Oro Azul Tequila 5. Milagro6. El Conde Azul 7. Tequila Comisario8. Clase Azul 9. El Mayor Tequila 10. Corzo

Megan Fisher, Sales ManagerMargaritaville Spirits

Paul Spiby, General ManagerTwin Palms–Pasadena

58 B I N 2 0 0 9 • I S S U E 4

out there. That said, we are not changingour marketing plan, because we are asfocused on hand-selling and selectivemarketing as we are with choosing whatmagazines to cover it. By hitting maga-zines like BIN and Imbibe, that we feel areattracting the right clientele and consumeraficionados to offset what is not happen-ing for us on-premise at this time. Wehave very aggressive growth plans for thecompany overall. Our intention is to growthe company seven times over the nextfive years, and adding people to do that.We are bringing in high-powered talentfrom other firms, such as the people whocreated SKYY Vodka and sold it to trans-form the company from being a salesorganization to a sales and marketingorganization.

ELWYN GLADSTONE: Proximo brandsare all growing at phenomenal rates.Because we have such powerful brands,we are going to be heavy-ing up on all ofthem in terms of marketing spend. Withadvertising, it’s a buyers market. You willsee very aggressive spends from us. Inaddition, we are one of the very few com-panies to be adding people to our organi-zation. We have great off-premise pro-grams to drive trial and consumption ofwhat is still America's favorite cocktail, theMargarita. We are innovating with new fla-vors of 'ready-to-serve' Margaritas, andalso doing lots of programs to educate theconsumer how to create the ultimateMargarita using our 100% Agave tequilassuch as 1800 at home. By coming up withexciting new products such as our recent-ly launched 'Rosangel' (hibiscus infusedtequila) and our 1800 artist series bottles,we keep our consumers excited about ourbrands, waiting to see what we come upwith next!

JONATHAN SANDAK,VP OF MEDIA, ISW SPIRITS:We anticipate brands rolling out exoticpackaging, flavors and celebrity endorse-ment. These new packages and productsare a constant in an industry that is contin-ually looking to increase drink-ability. Inregards to ISW specifically, we will beadding to our existing Tequila library, whichconsists of Campo Azul, Don Alejandro andDon Pepe. In terms of value, our top of the

line Campo Azul Gran Reserva Extra Anejois priced at a very economical level, espe-cially when you consider its 3+ years ofbarrel aging and craftsmanship. Our entireTequila portfolio is of higher quality prod-ucts at more affordable prices than youmay have seen several years ago when theeconomy was stronger. This is due to thecurrent economy and our desire to providethe best quality at the best prices.

DEREK SAULS: We have launched anew marketing campaign for our Hornitosline, Mischieve. Mischieve is about good-natured and sophisticated mischief. Thecampaign is bold, playful and clever andembodies the adventure a consumer mayfind on a night out. Michieve will bebrought to life in bars, restaurants andliquor stores across the country. In bars,you may see Mischieve coasters that offerideas to consumers on a new persona toembrace for the night. In the off-premise,curtain displays and floor graphics engageconsumers to learn more about Mischieve.

VARDAN SARDARYAN: We do not sellTequila Don Ramon as a “value” tequila, butas a quality tequila that sets a lifestyle imageand a desire for happiness. Retailers willalways provide their customers with thebrands they want most. Consumers buyproducts based upon an image they perceiveas close to what they think they are like. Ouradvertising is designed to make them awareof Tequila Don Ramon, identify with thelifestyle we present and agree with our claimof quality, taste and ultra-smoothness.

ERICK MORACOO AND VICE PRESIDENT,CARAMBA TEQUILA:Though our provocative packaging has got-ten us noticed, as has our tagline as “TheWorld’s Sexiest Tequila,” as a company, weare dedicated to keeping our tequila pure inits process. We make our tequila stand outby having our world-renowned master dis-tiller add special touches to the agingprocesses, blending craftsmanship fromacross the globe to bring to the consumer anew blend of ultra premium tequila.

CHRIS MELENDEZ: We are evaluatingour pricing strategies, and actually sincewe are former bankers, we are doing our

TOP 10 CONTEMPORARYPACKAGE DESIGNS1. Caramba Tequila 2. 1800 Artist Series 3.VooDoo Tiki Tequila 4. Mejor 5. Chaya 6.Trago 7. Frida Kahlo Tequila 8. QX Tequila9. TKO Tequila 10. Asombroso Tequila

TALKING TEQUILA

60 B I N 2 0 0 9 • I S S U E 4

own economic forecasts in several geo-graphical areas. We are aware of the cur-rent market conditions, and have actuallytaken that in consideration in our pricing,and marketing focus. On-premise willalways be a large focus of ours, howeverrecently we have seen off-premise salesspike. This tells us there is a segment inthe market that is enjoying our productsmore at home. We will be focusing on thecomplete cocktail by offering combinationswith our Agave Nectar at retail chains.

BIN: What are you doing to instill amessage of “value” to both the on- andoff-premise and the consumer clientsand still be true to what makes yourtequila different from the competitors?

KEVIN EGAN: I think it’s obvious thatbrands are no longer built solely in the on -premise. To build a brand in today’s envi-ronment both the on- and off-premiseMarkets need to be fully addressed. We willuse hand-sell demo teams in the key off-premise establishments in the top tequilamarkets. We will focus a percentage ofresources toward the Hispanic communi-ties as well as anglo home consumers. Ilook at it as an opportunity. There havebeen many products in and out of the dis-tilled spirits industry that were built duringtimes of adversity. We will market Oro Azulaccordingly, overspending in ‘09 and ‘10 toestablish a foothold in key tequila markets.

MATT CARROLL: For us, high quality isnot just a marketing term. It trulydescribes what makes Patron differentand special. We chose the best agavefrom the highlands of Jalisco, Mexico,regarded as the premiere growing area foragave. Every step in the process of creat-ing Patron is accomplished with carefulprecision that can only be done by hand.

CHRIS MELENDEZ: This is an interest-ing question, and I am sure most tequilacompanies out there worth their salt areasking themselves this very question. Theconsumer is demanding value, while alsodemanding quality. We are in a unique sit-uation as we are the world's only organicand kosher tequila, and first to market wedo have a competitive advantage. The

market knows our quality and our superiortaste. We are going to continue to com-municate the message in the print andbroadcast media, and also focus on eventswhere the consumer can actually taste theproduct, and decide for his or herself.

DONNA DECUNZO-TADDEO: Ourbrand has always maintained the messagethat Voodoo Tiki Tequila is an “Ultra-Premium, hand-crafted value priced tequi-la.” We are a smaller company, with lessoverhead and less overall costs, we choosethe biggest and best agaves and slow cookthem over several days rather than severalhours, to make our tequila comparable tothose that cost hundreds of dollars at retail,for less than a third of the price, not tomention the fact that the tequila comes ina one of a kind hand blown glass bottlewith a tiki inside, signed and numberedwith a unique magic word on every bottle.Ultimately, consumers have a fixed amountin this type of economy to spend on liquor.Our consumers (fans) seem to be choos-ing ours because of the quality and taste ofour tequila and because they enjoy collect-ing the bottles even after the tequila is longgone. We are more than just another bottleof tequila--we are a lifestyle.

KEVIN RUDER: The demand for ultra pre-mium tequila, such as 901 Silver, is verystrong. Even in today’s difficult economic cli-mate, the consumer is not willing to tradedown when it comes to ultra premium tequi-la. We have gone the extra step to makesure that all of our ingredients, whether it bethe liquid or packaging, is second to none.901 Silver is triple distilled, which makes itthe smoothest tequila on the market today.We encourage our consumers to drink 901on the rocks or neat, and there aren’t awhole lot of other brands who are comfort-able making that statement.

DOUGLAS MCCREADIE: Value forMargaritaville Tequila is delivered, not justby price point or the functional benefits ofa tequila brand, but also a brand’s ability tosatisfy the benefits sought by consumers.We will be using other bands within thefamily of Margaritaville to convey the valueof our brand: Radio Margaritaville on Siriusis the soundtrack to your tropical escape.

TOP 10 CROWD PLEASERS1. Margaritaville 2. La Paz 3. Sauza 4. CienAños 5. Jose Cuervo Especial Tequila Silver6. Juarez 7. Pepe Lopez 8. Casco Viejo9. Buen Amigo 10. Two Fingers

TALKING TEQUILA

62 B I N 2 0 0 9 • I S S U E 4

The Margaritaville Frozen ConcoctionMaker will help you create your favoritetequila drink at home, Margaritaville chipsand salsas will feed you and your friendswhile vacationing at home. MargaritavilleTequila will continue to be about islandescapism, as the consumer has expresseda need to transport himself from the chal-lenges and concerns of the economy. Webelieve that we can deliver against thisdesired benefit in a way no other brand isable. Margaritaville is rooted in Staycation.No lines, no passport, no problem!

Dollars and Senses

BIN: What will be some of the packagechanges and new products beinglaunched in the next 18 months?

DONNA DECUNZO-TADDEO: We havetotally redesigned packaging for our threeinfused tequilas (Desert Rose, BlueDragon and Green Dragon), taking intoaccount lots of feedback from our con-sumers. We are introducing a new Mango-Acai infused tequila late in 2009, and areintroducing a limited edition extra agedtequila (over three years) that will be bot-tled in a one liter, hand-blown glass bottlewith tiki inside. Each bottle will be housedin a substantial two-foot wood carved tikibox, also containing four tiki shot glasses,that lights up when opened.

ERNESTO AGUIRRE: Angel Benditograbs the consumers’ attention with thebottle itself, as it is made of recycled glassin the form of an angel, halo and all.Canicas also has its hand blown bottlewith its unique marbles on the bottom. Weare working on an Extra Añejo AngelBendito that will be a minimum of fiveyear-old, with glass wings on the back ofthe current bottle instead of being printedon the back label. We are also planning ona special ten year-old Canicas Extra Añejorelease for our ten year anniversary.

VARDAN SARDARYAN: We are intro-ducing package upgrades continually tobetter present the quality of our brand. Wewill be doing some changes to the currentbottles that will enhance the look andquality image of Tequila Don Ramon.

CHRIS MELENDEZ: We are launchinga new product to the line, our Extra Anejo.We recently received a Double Gold Medalat the San Francisco World SpiritsCompetition, and we are very excited. Ourmaster distiller Sebastian, while working atHerradura, created the famed SeleccionSuprema. Our Extra Anejo is the fruit ofhis and Don Hector Galindo's labor. Weare also going to have it priced whereExtra Anejo's really should be. There is noreason why the market should pay over$200.00 for a great Extra Anejo. OurExtra Anejo will stand up to ANY ExtraAnejo on the market.

ERICK MORA: We are developing differ-ent forms of seasonal packaging, as well asdifferent packaging for the various coun-tries we will be selling in. We are also devel-oping two other lines for US and Europe,including Carumba 300 (a 100% agave inSilver and Reposado presentations) andCarumba Reserva (available in Platinum,Anejo and Extra Anejo presentations). Welike to keep things on a grass roots levelfirst, developing a loyal fan base in everymarket we are introduced to first, thenpushing the mass marketing angle. We aremoving into global markets by this summer.

BIN: Because global and geographicapproaches to marketing are very pop-ular, what are you doing to celebratethe culture and land that begat tequilaand mezcal in your marketing?

DEREK SAULS: Our Tres Generacionesline educates the tequila connoisseursabout the history and heritage of Sauza andthe passion, knowledge and wisdom thatgoes into every bottle of TresGeneraciones. Tres Generaciones, whichmeans Three Generations, is a smooth tast-ing tequila that embodies the art and crafts-manship of making tequila. By relaunchingthe Tres Generaciones line, we’re honoringthe passion, knowledge and wisdom of thethree Sauza Dons and engaging con-sumers to share and pass down their ownknowledge and wisdom. Tres Generacionesoffers legal purchase age consumers asmooth, triple distilled line of tequilas andan opportunity to engage with other highachievers and influencers.

TALKING TEQUILA

TOP 20 BLANCOS1. Gran Patron Platinum 2. 1800 SelectSilver Tequila 3. Chinaco Tequila Blanco4.Maestro Dobel Diamond Tequila 5. 4 CopasBlanco Tequila 6. El Conde Azul 7. DonRamon Platinum 8. 901 Silver 9. GranCentenario Plata Tequila 10. Amate BlancoTequila 11. 3 Amigos Blanco 12. ChayaSilver 13. Jose Cuervo Platino Reserva de laFamilia 14. Querido Viejo Tequila Blanco15. Cazadores Tequila Blanco 16. SeniorFrog Plata Tequila 17. Gran Centenario PlataTequila 18. Milagro Silver Tequila19. 7 Leguas Tequila Blanco 20. Para Mi Tequila

64 B I N 2 0 0 9 • I S S U E 4

JESUS OSTOS: In our marketing, weplay up the fact that el Jimador uses a tra-ditional tequila making process at CasaHerradura with distillation traditions thathave been in place for generations, result-ing in a smooth and balanced taste that iseasy to drink. Our continued emphasis onquality is something that our on- and off-premise clientele finds reassuring. Thethemes of authenticity and tradition arecarried over to our packaging, and the cre-ative artwork of the “100% Agave, 100%Real” campaign. This visual language tellsthe story of the brand, what we’re made ofand what we stand for, that symbolizes theMexican heritage and quality of el Jimador.

SIMON BARNEY: We start by educatingour distributors and their sales force to thespecific attributes of our product, and weenter competitions similar to the one held inSan Francisco. We also want to educate thepublic about what a true, authentic premiumtequila is, as opposed to a brand with fancybottles and a million dollar ad campaign.Presentation and packaging is also animportant part of how people perceive us.

Mixologists and Marketing

BIN: Do you feel mixologists and cock-tail recipes are important to raising theprofile of your brand, in terms of high-lighting the products’ distinctive assetsand qualities?

J. GARY SHANSBY: The premium spir-its business is largely driven by passionatemixologists who embrace high-qualityproducts and share their enthusiasm withtheir colleagues and customers. Werespect and cultivate that community witheducational seminars, informal mixers andour very respected ambassador program.It’s impossible to buy the invaluableendorsements we get from the bartendingcommunity, which allows Partida as a bou-tique brand to gain recognition beyond oursize and compete with more establishedbrands that are far outspending us onmarketing. Great cocktail recipes are crit-ical because a well made cocktailenhances a spirit whereas a poorly madecocktail will actually hide or diminish a

TALKING TEQUILA

TOP 20 REPOSADOS1. Gran Centenario Reposado 2. 4 CopasReposado 3. Herradura Tequila Reposado4. Chinaco Tequila Reposado 5. PartidaTequila Reposado 6. Hacienda Vieja 7. Azul8. Sauza Hornitos Reposado 9. CazadoresTequila Reposado 10. Caramba Tequila11. El Jimador Tequila Reposado 100%12. El Ultimo Agave Reposado Tequila13. Clase Azul Reposado Tequila 14. 1921Tequila Reposado 15. Arette Unique 16. DonCelso 17. El Caudillo 18. El Destilador19. Penacho 20. El Llano

CINCO FACTS ABOUT CINCO1. Cinco de Mayo commemorates the 1862Battle of Puebla where Mexico defeatedFrench troops that outnumbered themalmost two-to-one – after only two hours offighting! The holiday has been celebrated inCalifornia since 1863, as a symbol of solidar-ity in response to the French occupation ofMexico from 1863-1867.

2. Cinco de Mayo is the largest tequila con-sumption day in the U.S. In fact, Americanscan’t get enough of Mexico’s native spirit.Since 2002, U.S. imports of tequila havegrown 48% - an average rate of 6.7% peryear. In 2008 alone, more than 10.6 million9-liter cases were sold. Tequila volume con-tinues to grow despite the current recession.

3. Cinco de Mayo is so popular in Texas,that the State Legislation only allows thesale of fireworks on New Year’s Eve, 4th ofJuly, Texas’ Independence Day in June, and,in some border areas, for the Cinco de Mayocelebrations.

4. The spirit of Cinco de Mayo can be seenacross U.S. pop culture; in fact, War released

a music hit from its 1982 Outlaw albumtitled “Cinco de Mayo” and in 1998, theU.S. Postal Service released a postage stampto commemorate the holiday.

5. During the French occupation, Mexico’scuisine absorbed French culinary traditionleading to the creation of many delicaciesstill popular today. Some examples are thechiles en nogada (stuffed chilies in a walnutsauce), conejo en mostaza (rabbit in mustardsauce) and volovanes (puffy pastries basedon the French vol-au-vent).

HERRADURA’S CINCORITA

1.5 oz Tequila Herradura Silver.5 oz Cointreau.5 oz Chambord1.5 oz agave nectar1.5 oz fresh lime juice

Instructions:Mix Tequila Herradura Silver, Cointreau, agavenectar and fresh lime juice in a shaker with ice.Pour into a margarita glass rimmed with salt.Pour the Chambord on top, so as to create acrimson floater. Garnish with a lime wedge.

Service Provider: Tequila Herradura

66 B I N 2 0 0 9 • I S S U E 4

quality spirit. That’s another reason whywe focus so much on the bartending com-munity and on education.

ERICK MORA: We are constantly workingwith mixologists to come up with differentways of enjoying our product. Sometimeswe’ll do different spins on classics, and othertimes, all new drinks that we have concoct-ed. A “Tiki-la,” for example, is our PinkReposado Tequila poured over ice with asplash of pineapple juice, a splash of lemon-lime soda and a twist of lime. A “Britney’sComeback” came from our friends over atMonster, who combined our Pink Reposadoover ice and Monster Khaos.

DONNA DECUNZO-TADDEO: A goodcocktail recipe really expands the range ofuse and widens the target market. For thisreason, we’ve released an ebook on ourwebsite called 100 Margaritas, put togeth-er by master mixologist and company co-founder John Taddeo. Many restaurantsand nightclubs have adapted some ofthese recipes as their signature drinkswhile consumers have served these cock-tails for family and friends! We are current-ly in the process of completing a sequel,100 Mar-Tiki’s, where we have invitedmixologists to submit their own recipesusing any Voodoo Tiki Tequila served in anup glass. We are highlighting the mixologistand the establishment where they work.Photos of the mixologists and cocktail willbe included, and this book will be availablein print. Additionally, we also send our pro-duction team to many on-premise locationsto film the bartenders in action and thenedit it into a real cool segment according tothe establishment’s theme.

CHRIS MELENDEZ: Mixologists areimportant for the creative value, and indus-try credibility. Some of our mixologistshave great insight as to what the con-sumer is asking for. Recipes are veryimportant to us as in the case of ourOrganic Margarita campaign. We are theonly company in the world that can offeran Organic Margarita. It has become verypopular, and in many locations, is the mostpopular drink on the menu.

JIMMY TODD: We feel that mixologistsare very important and act as additionalbrand ambassadors. We are in discussionswith one of the most respected mixolo-gists in the US to come on board withMarsalle Brands. At the same time creat-ing cocktails that can be made at any bararound the country. We also have a storyfor mixologists to tell while they spin thecocktails: Hacienda Vieja being the cre-ation of the Banuelos family the originalowners of Cazadores.

SIMON BARNEY: We’ve noted the grow-ing trend for bars and clubs to bring incelebrity mixologists. If they show off yourbrand, it means heightened exposure, muchlike a famed D.J. playing your record or track.

JONATHAN SANDAK: Mixologists andcocktail recipes are at the heart of the indus-try. The mixologist is the Michelangelo of ourindustry, and they have the ability to create amassive following. The Cosmopolitan is agreat example of their power. We expectmixologists to continue to innovate and we'llsee Tequila become the go to pour whereVodka has reigned supreme. The Tequilarevolution is just beginning. �

Mickey Thornton - Bar ManagerSanta Anita Park–Arcadia

TOP 20 ANEJOS1. Partida Tequila Anejo 2. Gran PatronBurdeos Anejo 3. El Agave Artesanal Anejo4. Campo Azul Extra Anejo 5. Cabo UnoAnejo Reserva 6. Chinaco Tequila Anejo7. Oro Azul Anejo 8. Sauza TresGeneraciones Anejo 9. 4 Copas AnejoTequila 10. Chinaco Negro Tequila ExtraAnejo 11. Herradura Seleccion SupremaAnejo 12. El Tesoro de Don FelipeParadiso Anejo 13. Gran Centenario Anejo14. 7 Leguas Tequila Anejo 15. Don JulioReal Anejo 16. Canicas Anejo 17. JoseCuervo Reserva de la Familia Anejo18. Tezon Tequila Anejo 19. Tonala AnejoSuprema Reserva 20. Angel Bendito Anejo

68 B I N 2 0 0 9 • I S S U E 4

70 B I N 2 0 0 9 • I S S U E 4

72 B I N 2 0 0 9 • I S S U E 4

74 B I N 2 0 0 9 • I S S U E 4

76 B I N 2 0 0 9 • I S S U E 4

78 B I N 2 0 0 9 • I S S U E 4

80 B I N 2 0 0 9 • I S S U E 4

82 B I N 2 0 0 9 • I S S U E 4

86 B I N 2 0 0 9 • I S S U E 4

SPRING FORWARD!The Doheny and Le Tourment Vert celebrate theseason with fresh, modern ways to love absinthe.

The Doheny is one of Los Angeles’ most exclusive mem-bers-only clubs for a variety of reasons--from its stable ofworld-class bartenders to its prolific list of house cocktails

(75!), high-end clientele of power brokers and business leaders andthe sexy speakeasy ambiance and adjacent greenhouse. What’sbehind the bar, meanwhile, plays a major role in why its selectiveclients cheerfully shell out serious green for membership fees. Andspeaking of green, The Doheny’s elite group of imported absinthesis a major draw, according to General Manager Steve Livigni.

Just like its members, the absinthe section reflects the manage-ment’s desire to showcase and entertain with the best of the best.Le Tourment Vert Absinthe has not only been solidly initiatedamong The Doheny’s ranks, but also enjoys the status of being anambassador of sorts to the other absinthes and absinthe cocktailsrepresented. While most of the rare absinthes in the collection arebest enjoyed in the traditional manner of 100 years ago, Livignipoints out that Le Tourment Vert bridges the gap between authen-ticity and mixability. This, in turn, makes absinthe just a little bitmore accessible without compromising what makes it so special.

“Our primary business is cocktails,” states Livigni. “Given thatour space is a sexy, dark room, however, setting up an absinthefountain at tables is very popular.Though we love making cocktails withLe Tourment Vert, people enjoy theexperience of having the fountain onthe table and going through the ritual. It’sgood for customers to enjoy it this way firstso they can experience the spirit’s true fla-vor when we louche it, so they under-stand what they are enjoying, taste itsherbal nuances and know what tolook for in cocktails they willorder in the future.”

Livigni, like other industrypros, acknowledges that people’sfirst experiences with absintheshould be handled with care,especially as the Americanpalate is not used to anise andthe higher proof absinthes canbe overwhelming. As he seesit, Le Tourment Vert is a valu-able addition to their barbecause first impressions arecritical to a spirit’s future suc-

INDUSTRY EVENT

Steve Livigni of the Doheny

6th Street Fizz

Raspberry Ginger Cocktail

Steve and cocktailers at the Doheny

88 B I N 2 0 0 9 • I S S U E 4

cess. Though he feels the term gateway absinthe does not do LeTourment Vert justice, he feels it is important for customers to lookbeyond absinthe’s history and reputation to discover a spirit with per-sonality and complexity. The lower proof and the particular mix ofanise, Grand Wormwood and other herbs makes this discovery moreeasier to come by, generating more demand for absinthe cocktails.

“At 100 proof, Le Tourment Vert has an advantage for mixa-bility while still having a very traditional and authentic recipe,”Livigni points out. “This recipe enables the absinthe to blend har-moniously with the fresh juices and muddled fruits we use to buildour various cocktails. Le Tourment Vert’s color, meanwhile, makesfor great looking cocktails. The packaging is aesthetically appeal-ing and really draws attention to its other qualities.”

“The Doheny is a really special place for us because they takegreat pride in researching what goes into excellent cocktails,” saidLe Tourment Vert’s Field Marketing Coordinator Ashley Garver ata recent tasting and cocktail. “Their patrons appreciate elaboratecocktails that require a lot of time and effort, with a lot of artisinalingredients, just like absinthe itself. The staff of The Doheny havenot only put Le Tourment Vert out there to generate word ofmouth, but are getting it, literally, into the hands of some of themost influential tastemakers in Southern California. Steve and hisstaff are proving to people who really know their cocktails and spir-its that Le Tourment Vert is a substantial product that stands on itsown or be a harmonious component of an unforgettable cocktail.”

While The Doheny is hard to get into, spirited mixologists andcocktail lovers from all walks of life will have an easy time gettinginto some of Livigni’s seasonal creations for his establishment’scocktail menu. “Le Tourment Vert mixes beautifully with all of thegreat fruits associated with spring and summer,” says Livigni.“When you bring Le Tourment Vert into a cocktail with lemon,lime raspberries, strawberries and mint, what you get is fresh,drinkable cocktails in beautiful colors that work as well on a pooldeck or patio as they do indoors.” �

Dave Herlong of the Palms

Strawberry Senjo Martini

Livin’ Swell Cocktail

6TH STREET FIZZCreated by Steve Livigni

1 oz. Le Tourment Vert Absinthe1 oz. Hendricks Gin1 oz. Simple SyrupJuice of One Lime1 oz. Egg WhiteMuddled Cucumber

Dry shake, then wet shake. Serve up ina Collins glass and top with club soda.

LIVIN’ SWELLCreated by Steve Livigni

1 oz. Le Tourment Vert Absinthe1 oz. Sailor Jerry Rum1 oz. Apple Cinnamon Syrup.75 oz. Lemon JuiceGround Cinnamon

Shake, and serve up in a cocktail glasswith a dried apple slice.

THE RASPBERRY GINGERCreated by Steve Livigni

1.5 oz. Le Tourment Vert Absinthe1 oz. Domaine de Canton

Ginger Liqueur.75 oz. Lemon juice.5 oz. Simple SyrupMuddled raspberries

Top with dry shaken almond foam.

STRAWBERRY SENJO MARTINICreated by Dave Herlong

2 oz. Le Tourment Vert Absinthe1.5 oz. Simple Syrup.33 oz. Japanese Yuzu Juice1 large, ripe strawberry

In a mixing glass, muddle the strawberryand the Yuzu together. Add ice,Tourment and simple syrup. Shake andstrain into a chilled martini glass.Garnish with a slice of fresh strawberry.

90 B I N 2 0 0 9 • I S S U E 4

92 B I N 2 0 0 9 • I S S U E 4

94 B I N 2 0 0 9 • I S S U E 4

INDUSTRY NEWSKINDRED SPIRITS, INC. INSPIRESWITH ITS EXPANDING PORTFOLIO

Miami-based Kindred Spirits,Inc. has made its mark in the bev-erage industry as an import andmarketing company with a portfo-lio of carefully-selected wine andspirit brands that unite luxury,quality and value for both on- andoff-premise clients. The inspiredlineup is headlined by GranDuque De Alba Solera GranReserva (one the most renownedbrandies from Jerez, Spain) andCrema de Alba; Heering CherryLiqueur, Xante Liqueur; DrySack, Dry Sack 15 Year-Old andDry Sack Medium (an exquisiteaperitif made from a blend ofPalomino and Pedro Ximenezgrapes aged in oak casks for sixyears); and Martin Miller’s Gin.

A joint venture between spir-its industry veteran Joel Gosler,

Williams & Humbert of Spain and The Reformed Spirits Company Group, Kindred Spirits is contin-uing its growth trajectory with the addition of new brands and exciting promotions for off- and on-premise clients that will keep their businesses fresh and exciting for their customers.

“This is an exciting time for Kindred Sprits as we continue building our brand portfolio with newand exciting products." said West Coast Director Of Sales Mario Vitale. “We are especially excit-ed about the release of Gran Duque Crema de Alba and Xante Liqueur, which are sure to bringan added dimension of versatility and flair to any bar or retail space.”

MICHAEL MONDAVI AND MAURICE KANBAR JOINPARTIDA TEQUILA BOARD, INVEST IN BRANDJ. Gary Shansby, founder and chairmanof Partida Tequila announced the addi-tions of Michael Mondavi and MauriceKanbar to the Partida Tequila Board ofDirectors. In addition to serving on thePartida Board, both Mr. Mondavi and Mr.Kanbar have made capital investments inPartida.

Michael Mondavi co-founded theRobert Mondavi Winery with his father,Robert Mondavi, in 1966 and later in2003, he founded Folio Fine WinePartners — an importer, agency and wine-grower of quality wines from the world’spremier and emerging wine regions.

Maurice Kanbar is a noted inventor(he holds more than 32 patents), entrepre-neur and philanthropist. In 1993 he cre-ated Skyy Vodka, designing the distinctivecobalt blue bottle and conceiving thename himself. Skyy Vodka was wildlysuccessful, and in 2005 Mr. Kanbar soldthe brand to Gruppo Campari.

Mario Vitale, West Coast Director Of Sales, Kindred Sprits, Inc.

L-R: J. Gary Shansby, founder and chairman of Partida Tequila,Michael Mondavi and Maurice Kanbar

WINERACKS.COMWineRacks.com has been manufacturing qual-ity wooden wine and liquor displays for morethan 16 years. They know and understandthe retail wine and liquor business – as a man-ufacturer they have the unique capability of cus-tomizing their product to suit your specifica-tions; and can do it at a reasonable price.Whether you need a few racks to upgradeyour store's look or wish to rack an entire store,WineRacks.com can provide the fixturing youneed. Call today for a free consultation (888)687-2517 or visit www.WineRacks.com formore information.

SPECIALTY PRODUCTS GROUPSpecialty Products Group has been manufac-turing and supplying superior quality promo-tional umbrellas and associated productssince 1901! Over the years SpecialtyProducts Group has been entrusted to themanufacture and on-time supply for many ofthe worlds leading brand names including:Coke, Pepsi, McDonalds, Subway, Corona,Heineken, Bacardi, Nestle, Fosters,Yellowtail, Guinness - - to name but a few!

Specialty Products Group has modernproduction facilities in both Brisbane Australiaalong with our purpose built factory in Chinawhich enables the cost effective direct ship-ment of goods into North America.

Contact Danny DeSimone at (215) 962-5756 or ddesimone@internationalspg.comfor more information, or visitwww.internationalspg.com.THE BREEZE BARRIER

Designed for use in the booming Alfresco-din-ing trade, the “Breeze Barrier” is used to cre-ate an instant clearly designated comfort zonefor venues to offer their patrons, while provid-ing a brilliant long lasting “mini billboard”that’s functional and is right there at the pointof sale! It truly is the difference between offer-ing an alfresco dining experience---- not just ameal served on a sidewalk!! It has manyother applications including designating smok-ing zones, queuing areas, serving zones,branding at V.I.P. events, venue entrances, out-door functions - the list goes on and on!BAR MATS

Bar mats are used on the patron’s side of thebar & absorb messy spills while creatingbrand awareness for venues and suppliers atthe point of purchase. They are fully washableand feature a non-slip nitrite base and will givelong lasting service.

MARKETING NEWS

98 B I N 2 0 0 9 • I S S U E 4

supervisors in the prevention of harassment, discrimination, and retaliation, and itmust be presented by trainers or educators with knowledge and expertise in theprevention of harassment, discrimination, and retaliation.

While providing this training does not guarantee that you, as an employer, will be completely insu-lated from liability for sexual harassment of your employees, it is a good indicator that you have safe-guards in place and that you are in compliance with the law. For further assistance you can contactmy offices at 800-464-1040.

Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage Control Law. Formore information, please visit www.ABClawyer.com or call 800-464-1040. �

Disclaimer: This article is not to be construed as legal advice. Please check with an attorney before taking action.

SEXUAL HARASSMENT, EMPLOYER’S RESPONSIBILITY continued

POST-LAYOFF TIPSIf you receive a message to come to the office tomorrow for a meeting and to bring your computer,chances are that you are going to receive some bad news. I have received messages starting the mid-dle of December to last week of companies laying off their entire sales force, or a significant num-ber of employees. Even more alarming is the fact that most companies are giving a two-week sev-erance package. Two weeks – what is a laid off employee to do to save a career in two weeks?

UPON LEARNING OF THE NEWS – DO NOT:1. Start calling all of your contacts to inform them of the change.2. Send out email information about the news.3. Do not start throwing out all of your past reviews, contact information, or anything else that

may assist you in your upcoming search.4. Start sending your resume to all the major companies.5. Above all do not loose your temper!

YOU SHOULD:1. Collect all company rosters, supplier rosters, and any other contact information of those who

may assist you in the future.2. Search on Google for Elevator Speech examples and take the time to create one on you and

your future goals.3. Once you have completed your Elevator Speech, contact only the critical

customers/clients/coworkers on the phone or by email message. Make your message briefabout the change and include your Elevator Speech.

4. Update your resume. Professional services are well worth the money.5. Contact industry specific recruiters.6. Control where you send your resume. If you send your resume to all the companies in your

field, any recruiter cannot assist you for six months and up to a year.7. Use the contact information you have saved to create a networking group.8. Create a daily plan, and execute that plan. Getting a new job is a job.

This advice will give you a great chance at landing a new position swiftly. Good luck! �

David Rippentrop is the number 1 listed Adult Beverage Recruiter on the Internet, has almost thirty yearsexperience as a specialist, has authored many articles on career advice, offers career classes, and has been ontelevision. For more information, please email David at: davidr@mrportland.com, or call 503-290-1141.

INDUSTRY INSIGHTBY DAVID RIPPENTROP, ADULT BEVERAGE RECRUITER

100 B I N 2 0 0 8 • I S S U E 5

Bar Celona, founded by Jack and Karen Huang, arrived on the L.A.scene before tapas bars became trendy throughout the city. While BarCelona is a long-beloved institution in Old Town Pasadena, it recentlygot a fantastic makeover courtesy of Chef Josef Centeno, known for hisprevious work for Lot One, who is currently working “in residence” andgarnering a buzz for his brand new menus. Adventurous diners willnow find such Catalan-inflected dishes such as charred Padrón pep-pers with Spanish sea salt and a version of pan con tomate. Othertapas include crispy eggplant with honey and spiced yogurt, whippedsalt cod and potatoes (bacalao), tortilla española, pork shoulder con-serva, and Spanish flatbreads with basil, mint, Manchego and figs.

Thanks to Nores Yang and his team, meanwhile, the bar goesbeyond sangria and into a cocktail menu as enticing and diverse asCenteno’s tapas and dinner selections. Because having a range ofpalate pleasing flavors from savory to sweet is part of Bar Celona’s suc-cessful formula, Yang finds Finset Call’s offering of mixers not just help-ful but downright inspirational.

“The colors of the mixers make our cocktail presentations so muchbetter, especially as big hits of color are part of Bar Celona’s person-ality and appeal,” says Yang. “The Mango, Raspberry and Peach areamong my personal favorites, and happen to be part of the most pop-ular cocktails. People really love our Mango and Raspberry Mojitosand Mai Tais, Belinis and Peach Martinis. Also, Finest Call does agreat job of mixing texture and flavor to the point where each mixerenhances the drinks we make and the spirits we use, from our Bacardirums to Grey Goose Vodkas.”

Bar Celona is located at 46 E. Colorado Boulevard. Pasadena,CA. For more information, please call (626) 405-1000.

POUR OF THE MONTH

POUR OF THE MONTHNores Yang, bartendar, Bar Celona

Bar Celona: Where Spain Now Reigns