BIN_Nov/Dec

8/14/2019 BIN_Nov/Dec

1/68

2 INDUSTRY INSIGHT

By Alan Forester, CPA, Attorney

4 INDUSTRY REPORT

UNCERTAIN TIMESThe economy might not be at itspeak, but mixed signals shouldn'tdeter retailers and restaurateursthis holiday season

12 NEW PRODUCTS & PROMOTIONS

14 CATEGORY FOCUS

AFTER DINNER BOOSTIncreasing sales of Grappa addvalue to both restaurants andretail outlets

20 COVER FEATURE

PEGGY JOHNSON:

THE ICE WOMAN COMETH

While SKU Glacier Ice Vodkabridges the gap between pristineancient ice and modern spiritinnovation, its founder strives tobridge the industry gender gap

34 INDUSTRY EVENT

THE ART OF FOOD & WINE

36 COMPANY PROFILE

THE D'AQUINO ITALIANIMPORTING COMPANYNow thats Italianand still goingstrong after three decades

38 COMPANY PROFILE

SNOW QUEEN VODKATAKES A NEW COURTA new regime at Marsalle Importsis taking shape to help grow theSnow Queen brand

40 HOLIDAY GIFT GUIDE '08

54 BRAND PROFILE

BLUE ICE VODKA IS OUT,AND IN A BIG WAY!Blue Ice reveals itself to be arevolutionary American playerin todays vodka wars

58 INDUSTRY REPORT

POST-PROHIBITION75 years later, the beveragealcohol industry continuesto evolve

4036

14 58

4

20

BINBIN

InsideInside


2/68

2 B I N 2 0 0 8 I S S U E 1 0

POSTMASTER:SEND ADDRESS CHANGES TO:BIN Beverage Industry News

171 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: [email protected]

EXECUTIVE EDITORKim Brandi626 377-2510


CONTRIBUTING EDITORS

Juan AlverezKristen Wolfe Bieler

Dale DeGroffJeffery Lindenmuth

Ed McCarthyGregg GlaserWilfred Wong

EDITORIAL DIRECTORVictoria Vann

951-272-4681E-Mail: [email protected]

ADVERTISINGJohn Muldoon

951-272-4681

Northern California OfficeIndustry Publications Inc.171 Mayhew Way, Suite 202

Pleasant Hill, CA 94523925 932-4999 Fax 925 932-4966

PUBLISHERDavid L. Page


EDITOR-AT-LARGEElyse Glickman

310 497-7157E-Mail: [email protected]

CIRCULATION / PRICE EDITORManfred Schaffler

ACCOUNTINGIndustry Publications

Debi Hull

BIN Beverage Industry News USPS 053-880,

ISSN 1054-0423. Is published monthly by Industry Publications,

Inc., except combined in May/June and December/January.

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 at

Pleasant Hill, California, and additional mailing offices.

BINBeverage Industry News

VOLUME 94, ISSUE NUMBER 29FOUNDED IN 1934www.binonline.net

THE ECONOMIC CONDITION OF THE WINE & SPIRITS INDUSTRYWhile the beer industry may be enjoying a sort of recession resilience, the same is not nec-

essarily true for other alcoholic beverages. Even though there is a trend toward premiumiza-

tion among spirits, wine and spirits consumers are often trading down, opting for value wines

over mid to expensively priced wines, or choosing domestically distilled vodka over high-end

European vodka. However, the hard liquor industry as a whole does continue to grow,

though the rate of growth has slowed down from past years. Super-premium brands are still

doing quite well, though there may be a reduction in their rate of growth given the econom-

ic conditions. In 2007, value brands sales were similar to their sales in 2006, but super-

premium brands such as Grey Goose vodka increased by more than 11 percent. Value

brands are expected to retain the largest market share among spirits, 40 percent.

Eight out of ten consumers reported that their spending on beer, wine, and spirits is the

same or up from last year, according to Nielsen Co.s consumer research. Though con-

sumers may not be completely cutting alcohol out of their spending overall, they are acting

in a more cost-conscious manner. Almost two-thirds of American consumers have cut back

spending on dining out, drinking in bars, and traveling. Though consumers are not cutting

out the alcohol, they are buying it in cheaper places. Half of the people surveyed said the

recession has not influenced their spending for alcohol at off-premise (retail) locations like

stores and warehouses. Additionally, because of other factors such as needing to save gas

and convenience, consumers are shopping for beverages at stores where they combine other

shopping purchases, like groceries. Finally, it has been said that trading up in beer does

not cost as much as trading up in wine. Thus, the premium and craft beer industry is one

segment that actually continues to grow, while other beverages struggle with smaller margins

and higher production costs.On the other hand, though consumers have traded down, their expectations have risen

to consider ultra- and super-premium levels of spirits as the norm. Thus, trading down results

in purchases of the premium brands rather than the lowest value brands. Spirits manufactur-

ers have responded to the growing demand for at-home consumption by offering lines of pre-

mixed cocktail drinks. To cope with the downturn and increased costs, restaurants have start-

ed to offer more specialty drinks and cocktails which require more labor to produce, but offer

higher profits than refillable soft drinks and iced teas.

In the short term, it appears that consumers are going to continue to dine out less and

drink more at home. But drinking habits can change significantly over time; in the long run,

people may begin to drink and to purchase less as the economic recession continues. Even

if overall alcohol consumption decreases, it does not mean that people are simply drinkingless. A hidden danger of this statistic is that consumers may be foregoing purchasing expen-

sive wine and instead buy hard alcohol to engage in more serious binge drinking. Most

consumers are likely taking the middle ground and adjusting their spending habits accord-

ingly, while not completely eliminating alcohol from their lifestyle.

Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage Control

Law. For more information, please visit www.ABClawyer.com or call 877-LIQUOR-8 (877-

547-8678). I

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

attorney before taking action.

INDUSTRY INSIGHT

BYALAN FORESTER, CPA, ATTORNEY

WWW.ABCLAWYER.COM 1-877-LIQUOR-8


3/68


4/68

4 B I N 2 0 0 8 I S S U E 1 0


5/68


6/68

6 B I N 2 0 0 8 I S S U E 1 0


7/68


8/68

8 B I N 2 0 0 8 I S S U E 1 0


9/68


10/68

10 B I N 2 0 0 8 I S S U E 1 0


11/68


12/68


13/68


14/68

14 B I N 2 0 0 8 I S S U E 1 0


15/68


16/68


17/68


18/68


19/68


20/68

Written by Elyse Glickman

PEGGY JOHNSON:THE ICE WOMAN COMETH

WHILE SKU GLACIER ICE VODKA

BRIDGES THE GAP BETWEEN

PRISTINE ANCIENT ICE AND

MODERN SPIRIT INNOVATION,

ITS FOUNDER STRIVES TO BRIDGE

THE INDUSTRY GENDER GAP


21/68

Even with this uniquely international way to put

a world class vodka into a bottle and onto a

shelf, it can be said one of the coolest things

about Sku is the fact that its CEO, Peggy

Johnsona veteran player in the packaged ice

and bottled water industry with an international

reachis a woman executive in a still male-

dominated field. Though hard work and aunique concept helped Johnson reach the pinna-

cle of spirits industry success in a relatively short

period of time, she remains soft-spoken and

modest about her accomplishments, and prefers

to maintain a clear focus on a vodka and even-

tual product extensions that are markedly differ-

ent from other superb competitors.

JOHNSONS LIQUID ASSETSJohnson traces her success back to being one

of the founders of a packaged, ice and bottledwater family business along with her brother

Robert and other family members. In addition

to developing an international Rolodex of con-

tacts (some who would figure into the early suc-

cess of Sku Vodka), she wore many other hats

in her earliest corporate venture, including

numerous corporate activities such as business

planning, capital raising, acquisitions and IPO

planning. The constant stream of networking

and meet-and-greets ultimately led Johnson to

her business partner, Guido Frank of Germany,

whom she found to be a kindred spirit for

unearthing a new spirits venture.

In order to succeed in a venture like Sku.

one must have an entrepreneurial spirit, the

ability to never lose site of your objectives, the

ability to take rejection, a good business plan

and an incredible work ethic, affirms Johnson.(Frank) and I felt that the consumer would

accept a new method of creating an ultra pre-

mium vodka, using our proprietary ice-blending

process where we craft Sku directly from ice.

As a result, Sku is the only vodka in the world

that becomes liquid at -25 degrees Celsius

without ever becoming water.

Johnson also emphasizes that when sourc-

ing the key ingredient, they do not isolate the

pure water of Greenland for the vodka.

Instead, they only use glacier ice from the

Qalerallit Sermia Glacier in Greenland, withice that is up to 60,000 years old. To further

freeze this exclusivity permanently, parent com-

pany Premium Glacier signed an exclusive

agreement for worldwide rights to market prod-

ucts made from the ice and water of

Greenland's glacier ice cap. As Greenland's

ice cap represents 9% of the world's freshwater

resources, it is one of the few sources of fresh-

water not contaminated by industrial or agricul-

tural pollutants.

TThere are a lot of ultra premium vodkas out there, com-

plete with jazzy promotions, excellent distribution systems

for on and off-premise accounts and trend-setting packag-

ing. However, how many of them can actually claim they are

cool as ice? Sku Glacier Ice Vodka can, as Greenland glacier

ice is an integral ingredient and distinctive aspect of the produc-

tion process. The fact that the ice is shipped to Denmark, the

distillation process is completed in Holland while its business is in

Canada doesnt hurt, either.


22/68

22 B I N 2 0 0 8 I S S U E 1 0

The pivotal agreement that makes Sku

Glacier Ice Vodka possible is betweenPremium Glacier Inc. and Greenland Ice

Cap Productions, the only company grant-

ed the concession by the Greenlandic

government to harvest ice from the

Qalerallit Sermia Glacier. The 20-year

renewable agreement represents the first

time that ice and water from this naturally

pure, unpolluted glacier will become

available to the world's consumers.

This agreement will open up the pris-

tine ice and water of Greenland's ice capto consumers and companies who want

the best, said Johnson at the time of the

signing. Independent tests have verified

the glacial ice and water is of an unparal-

leled quality and natural purity when com-

pared to any water on the market today.

COLD, HARD CASHWELL SPENTBefore Johnson, Frank and their team

could freeze their assets and solidify

Skus existence, a lot of work had to bedone to generate interest in their vodka,

especially given the current crowded

state of the category. However, Johnson

insists her challenges were based more

on financing and personal health issues

than on any gender biases. Her goal

was not to prove herself, but prove that

Sku Glacier Ice Vodka could live up to

all of the mountain-high expectations for

ultra premium vodka and endure once on

the market.

As you might expect, financing was

the biggest hurdle, but that is always prob-

lematic with a start up regardless of gen-

der, she states. In the midst of the proj-

ect I experienced a massive cerebral

aneurysm, which brought additional diffi-culties of its own. However, we survived,

and we have attracted quality people to

the Sku venture like Peter Boosalis of

BrandOptix in Minneapolis. Whenever we

relay the story behind the plans for Sku,

most people are instantly captivated and

interested in becoming involved in our

vision of creating an international brand

surrounding the mystique of Greenlands

glacier ice. We have assembled a very

good team of outside industry profession-als and are continuing to bring people on

board as our markets expand. We feel

very fortunate to be able to attract the cal-

iber of people that we have.

In her eyes, Sku is a true David Vs.

Goliath success storya young company

positioning themselves fearlessly against

major giants. While Johnson says it has

tested her teams ingenuity and sharpened

their creativity, the collective commitment

shines through in marketing and promo-

tions, which includes gaining distributionand visibility through high profile events.

Gaining distribution always takes

longer than you initially anticipate,

Johnson muses. We have to win over dis-

tributors in each market one by one so it

takes time and patience. The first com-

ment from newcomers is usually, not

another premium vodka! However, once

they have the opportunity to taste Sku and

hear about Skus incredible heritage and

its origin, distributors are willing to listen.

Peggy Johnson, CEO, Premium Glacier ce Inc. Photo Courtesy of Tom Donahue.

In order to succeed in a venture like Sku. one must havean entrepreneurial spirit, the ability to never lose site of yourobjectives, the ability to take rejection, a good business planand an incredible work ethic...

Peggy Johnson,

CEO, Premium Glacier Ice Inc.

PhotocourtesyofGreenlandTourism.c

om.


23/68


24/68

A WORLD CLASS EFFORT FORA WORLD CLASS PRODUCT

While the process of getting the

Greenlandic Government to rewrite legisla-

tion to allow for the export of glacier ice

out of Greenland was a complex and

epic process (as ice is considered a natu-

ral resource of Greenland), this is only part

of Sku Glacier Ice Vodkas story and mys-

tique. The rest of the process, from the

shipping of the ice to the distillation and

ice blending to the bottling and packag-

ing, ultimately renders Sku Glacier Ice

Vodka a true spirit of the world.

Once the required quantity of the pre-

cious ice is sourced, blocks of ice weigh-

ing several tons are transported by boat to

the factory in Narsaq, Greenland. This trip

can take two hours and is dependent

upon the difficult weather conditions that

often plague Greenland. Upon arriving at

the plant, the glacier ice is processed and

packed into 44 pound bags, palletized,

shrink-wrapped and placed in cold stor-

age ready for shipment by reefer units.When aboard Royal Arctic Shipping Lines,

it begins its one-week voyage across the

Atlantic Ocean to Aalborg, Denmark.

Upon arrival on the European conti-

nent, the ice is unloaded and trucked to a

cold storage facility in The Netherlands,

which is approximately five kilometers from

the Toorank Distillery in Didem, where the

ingredients are assembled and the vodka

is crafted in small batches. The bottle,

meanwhile, was designed in the US by

Peter Boosalis of Minneapolis, who has

extensive involvement in the alcohol indus-

try. The bottles virgin glass is blown in

France by a major industry glass producer,

Saverglass, and decorated in Germany by

Deco Glas.

However, the journey the product

makes, from ice to spirit, is just as impor-

tant to vodka connoisseurs and discerning

distributors. Under the watchful eye of a

master distiller at the Distillery, the ice is

combined with a five-times distilled ultra-

premium grain alcohol using a proprietary

ice-blending process whereby the ice turns

to vodka without ever becoming water.

The ice and alcohol become liquid at 25

degrees Celsius and a naturally occurring

vodka is born. The tanks containing the

new born spirit are then allowed to rest for

24 hours. During this rest period, the

40% ABV ultra-premium Sku develops itsultra-premium character, so smooth that it

can be enjoyed neat.

It takes another five days for Sku

Glacier Ice Vodka to reach the appropri-

ate bottling temperature. Upon the bottles

passing through the automated filling line,

Sku is packed into cases of six, palletized

and warehoused at the distillery ready for

shipment.

24 B I N 2 0 0 8 I S S U E 1 0

We will not destroy the

glaciers as we harvest our

ice directly in front of ourglacier, the Qalerllit

Sermia glacier, as it

calves... were not only

working to produce the

purest and best vodkaavailable, but also do it

responsibly.

Peggy Johnson,

CEO, Premium Glacier Inc.


25/68


26/68

26 B I N 2 0 0 8 I S S U E 1 0

FIRE AND ICEThe creation of the bottles is also a great

part of the Sku story, especially as many

on- and off-premise professionals know that

what goes on and around the bottle caneffectively sell whats inside the bottle,

especially when dealing with trend-con-

scious consumers. Between the bottles

being produced in France and decorated

in Germany, the Sku bottle comes togeth-

er through a multi-stage process. There is

the first printing of the four color process

for the body of the bottles (blue, green,

white, grey), followed by the bottles being

fired for approximately two hours at tem-

peratures reaching up to 1148 degrees F.

The bottles cool for three to four hours, and

during the cooling process, the screens for

the second printing are prepared.

In the second stage of bottle decoration,

the neck is printed in the four-color process

at the same time that the distinctive plat-

inum outline is applied around the Sku

logo. Due to the very tight registrationrequired for this step, an optical system

adjusts the positioning of the bottle while

the machines have to work at a very low

speed to ensure precision results. The

bottle is fired again, for another two or

more hours at approximately 1148

degrees F. Once the bottles have cooled,

the image-making presentation is complet-

ed with the application of the translucent

ice-green coating to the bottom. The final

firing of the bottles lasts for 30 minutes, atapproximately 446 degrees F. Finally

after multiple firings the Siku bottle is ready

to be filled with its icy world class vodka.

SEEN IN ALL OF THECOOLEST PLACES

With so much effort poured into the cre-

ation of Sku, it is no surprise that Johnson and

her team have been aggressive and yet selec-

tive into how they have gained exposure andgarnered a buzz for the emerging brand.

We have been working with, and have been

associated with such well-known and well

respected organizations as The Taste Of The

NFL and National Geographic, she says.

These early associations gave us and the

brand credibility, and for that reason, we will

continue looking for promotional opportunities

with the right people and groups. Furthermore,

we have achieved considerable brand-building

through participation in special events and

trade shows in which the Sku brand has beenprominently presented.

Because Sku is, literally, ice, Johnson

points out that all account launches and spe-

cial event displays are accompanied by an

ice sculpture. Naturally, at exclusive VIP and

celebrity-driven public events like The Taste of

NFL, more than 2,800 consumers enjoyed

their first tastes and cocktails with Sku

Glacier Ice Vodka from an elaborate ice bar

as well. Co-sponsoring other events including

Photo Courtesy of Tom Donahue.


27/68


28/68

28 B I N 2 0 0 8 I S S U E 1 0

magazine launches, art shows, fashion

shows and festivals have driven interest

and sales.

Sku recently received rave reviews

from attendees when the vodka was show-

cased during the TFWA World Exposition,the global forum for the duty free and trav-

el retail industry held in Cannes, France

October 27 to 31. Attendees were invited

to experience Sku after it was poured

through an elaborate ice luge and served

in glasses filled with pieces of real

Greenlandic glacier ice from the same gla-

cier that Sku originates from. People could

be seen listening to their drinks as they

could hear the sizzle of the compressed

oxygen escaping from the ancient ice. This

was certainly not an everyday ordinaryoccurrence in Cannes! Interest in Sku

Glacier Ice Vodka in Europe, Latin

America and Asia as in North America

continues to grow.

Just as she politely downplays recogni-

tion of being a successful woman in a

male-dominated business, she also insists

Sku Glacier Ice Vodka is not a gender-

specific spirit.

Sku is meant to be enjoyed by all

who appreciate quality, she insists. Skuis made from glacier ice and ice is an

important part of our key branding mes-

sage. We showcase Sku by using large

ice carvings at all the events we are

involved in, from major trade shows to

launches in restaurants and lounges in the

various markets that we open. We uti-

lize ice and ice carvings to enhance the

story surrounding our vodka.

As it turns out, the story, along with the

proprietary ice blending process and the

ensuing quality has resulted in a number of

honors and awards, including the Sant

Gold Star Award (2005, 2006, 2007

and 2008) and medals at the 2006

International Review of Spirits and the

2007 San Francisco World Spirits

Competition. It also was included in the

Steinway & Sons Owners Magazine spir-

its round up, where it topped the Best of

the Best Selection with a score of 9/10.

Steinway critics praised Siku for its

Balanced nose with light citrus, pleasing

cream and a lingering finish.

A COLD WAVE

HITS CALIFORNIAAnd the critics are not the only ones

who express that the spirit made from ice

goes far beyond nice. Over the past

three months, according to Andrew Pfeffer,

Skus Sr. VP Western Division Manager,

the brands precipitous growth in

California has been, a tremendously excit-

ing time for Sku Glacier Ice Vodka.

Moving at a pace that is anything but gla-

cial, Sku has grown from virtually nothing,

to a vodka with distribution in several high

end grocery chains, including Gelson's,

BevMo, Ralphs and Luckys. Thanks to

our distribution and marketing efforts.

Sku Glacier Ice Vodka can now be

found in over 1300 stores throughout the

Golden State.

Siku Glacier Ice Vodka is catching on

with Hollywood decision-makers and trend-

setters, especially as it has found a home

at Nic's of Beverly Hills, one of LA's pre-

mier martini bars. The trendy restaurant

and bar features Sku in its famed VOD-

BOX, a walk in, drink in vodka freezer

room showcasing the best and most

expensive and award-winning vodkas from

around the world. In Northern California,

meanwhile, Sku has also become a

favorite at the Four Diamond-rated

SeaScape Beach Resort, where diners at

the resort's award-winning Sanderlings and

Palapas restaurants have come to expect

the very finest.

Sku has also enjoyed high-profileexposure through its being the featured

vodka at the kick-off to the Mercedes Benz

Los Angeles Fashion Week in LA and the

official vodka sponsor of the Daytime

Emmy Awards, and at parties and events

where only the coolest, most innovative

products will do; that says a lot, so early

in the game.

We have participated in numerous

tastings and events in the L.A. area benefit-

ing everything from the fashion industry to

Team Siku celebrates in Cannes during Tax Free World Association 2008. Photo courtesy of www.visuel-photo.


29/68


30/68

30 B I N 2 0 0 8 I S S U E 1 0

the Sustainability and Rebuilding of New

Orleans to the opening of the new Eli

Broad Theater in Santa Monica and the

backing of local and national artists,

points out Pfeffer. We also were a main

sponsor of the Skylar Neil Annual Golf

Tournament benefiting The Skylar Neil

Fund. We have participated in distributor

backed events, such as the SWS Spirits

Show, as well as being one of the official

supplier sponsors of the recently held Art

of Food and Wine in Palm Desert

November 6-9. In Northern California,

meanwhile, we exposed Sku to all the

major buyers in the Monterey/Carmel

area at the SWS sponsored Vodka and

Caviar Event. We always become the

main attraction due to the creativity of Ice

Sculptures, which signify and represent theconcept of Sku is Ice.

Additionally, Pfeffer notes that the com-

pany is currently running dry demos at all

the Grand Openings of the new BevMo

stores throughout California. In November,

Sku started running demos and will be

featured in all the Gelson's Stores in

Southern California.

We evaluate each and every event

individually, and do our best to insure that

the consumer knows what theyre drinking,

and the servers understand what makes

Sku Glacier Ice Vodka so unique, com-

ments Pfeffer. Everyone from the 21 year

old who wants to be hip, to the more sea-

soned veteran who has interests ranging

from Art to Fashion and Charity. The

word gets around quickly and people start

to realize the flavor and superiority of

Sku. When we do an event, especially

one that features ice carvings, it creates

an amazing buzz and a good deal of sur-

prise. I think the events we are doing are

key to us gaining exposure to the con-

sumer. In addition, we have shown

tremendous flexibility with our distributor

and their salespeople. We will work

closely with on-premise accounts, such as

Seascape Resort, a 5 Star Resort in Aptosthat likes Sku. Seascape Resort believes in

the brand and will feature Sku Glacier Ice

Vodka on drink lists and on the back bar

using our Siku lighted bottle glorifier.

In terms of day-to-day exposure,

Pfeffer says it is also important to keep the

reps focused on the key Vodka accounts

to make sure Sku is a player in addition

to keeping the POS hanging on the shelf

and on the bottle. He also adds that it

COOL HOSPITALITY:SKU SIGNATURE DRINK RECIPESSkus now famously balanced nose

with light citrus, pleasing cream and

a lingering finish makes it an ideal

foundation for a variety of cocktails,

from the simplest glasses to

gourmet mixology creations.

BLUE SKU (AKA) BLUE ICE11/2 oz Sku Glacier Ice Vodka

11/2 oz fresh Lemonade

11/2 oz Pineapple Juice

1/2 oz Dekuyper Blue Island just

enough to give it the glacier blue color

(Blue Curacao may be substituted

if necessary)

Add ingredients into a shaker half filled with

ice. Shake well and serve in a sugar rimmed

martini glass.

ICE CRUSHER2 oz Sku Glacier Ice Vodka

Splash over ice in a brandy snifter

ICETINI2 oz Sku Glacier Ice Vodka

Splash of Ice Wine or Eiswein (Germany)

or a sweet dessert wine

Pour into a shaker half filled with ice. Shake

well, strain into a chilled martini glass.

Garnish with cocktail pick of frozen

sugar-coated grapes.

SWS sponsored Vodka and Caviar event held at the Sardine Factory in the Monterey/Carmel area.Pictured L-R: Annie Sayous, Central Coast Promos and Andrew Pfeffer, Sku's Sr. VP Western Division Mgr.


31/68


32/68


33/68


34/68

34 B I N 2 0 0 8 I S S U E 1 0

THE ART OF

FOOD & WINE

T

he third annual Art of Food & Wine

Palm Desert took place Nov. 6 through

Nov. 9 on the grounds of the DesertSprings JW Marriott Resort & Spa. The four-day

festival featured wonderful wines and spirits from

around the world, delicious foods prepared by

local restaurants as well as lifestyle and cultural

seminars on wine education and classic cocktails.

The impressive list of presenters included wine

and spirits experts Philip di Belardino, VP of

Wines, Banfi Vintners, David Nepove, Director

of Mixology, Southern Wine & Spirits, and David

Strada, Sommelier (US representative of the New

Zealand Winegrowers). The Art of Food & Wine's

main event, Grand Tastings, showcased 40 winer-

ies and over 100 wine and spirit labels. For more

information, please visit artoffoodandwine.com.

INDUSTRY EVENT

1

2

43

5 6

Pictured L-R: 1. Vince Martin and Frederick Brand, District Mgr. of Dailys2. Stefanie Bonner, Carolans Irish Cream spokesmodel 3. Diageo Chateau & EstateWines 4. Ross Simon, Arizona Brand Ambassador, and his wife, Christiana,spokesmodel, and Marcelo Loureiro, So Cal Market Mgr., Sagatiba Cachaa 5. SarahShopay, So Cal Regional Mgr., Shawn Hackbarth, No Cal Regional Mgr., andAndrew Pfeffer, Sr. VP Western Division Mgr., Sku Glacier Ice Vodka 6. MelissaPrice, District Mgr., Skyy Spirits, along with Skyy brand team.


35/68


36/68

36 B I N 2 0 0 8 I S S U E 1 0

Says company founder and patriarch Gaetano

DAquino, We have worked hard to develop

lasting relationships where (people at our

accounts) trust and believe in what were

doing, based on our values of honesty, consis-

tency and loyalty. We loved the ongoing

opportunity to introduce American wine

drinkers with our retailers to the Italian cul-

ture through our wines, and worked closely

with our client stores to bring these experi-

ences to the people via our family brand.Fabrizio Renna, the companys VP of

operations, emphasizes that the production in

2008 for most regions in Italy was a bountiful

one thanks to favorable weather conditions

and excellent fruit. The Pinot Grigio and

Chianti continue to be the largest sellers for

DAquino in the U.S. market. We carry

Chianti DOCGs (the top tier of wines), the

Traditional Chianti Flask-straw bottle,

Chianti Riserva and Chianti Classico

Riserva, he says. We've also been getting

great response to newer varietals from

Southern Italy, including Nero D'Avola from

Sicily, Aglianico from Puglia, Vermentino

from Sardegna, Castelli Romani from Lazio

and Asti Spumante DOCG-- Italian

Champagne, regarded as the bubbles of

dreams. For many years, Americans have

been celebrating with our Gaetano DAquino

Asti Spumante, as we are on the occasion of

our 30th Anniversary.

According to Patricia D'Aquino-Renna

(daughter and Vice President of Sales and

Marketing), the steadfastly family owned-

and-operated company provides fine Italian

wines mostly under their own labels to such

major retail forces as Costco, Sams Club,

WalMart, CostPlus, Trader Joes, Safeway and

Albertsons. And while their influence has

grown from their Southern California hub

into to the rest of the U.S., they moved into

the Mexico market in 1996, and into Canada

not long after that. At press time, their busi-ness in the U.K. and China was also on the

rise. However, DAquino-Renna expresses

that the strength of the family business and its

enduring success lies at its very core.

Adds the senior DAquino, We have

strived to maintain and stabilize our consumer

prices, but still provide those consumers with

great wines as well as provide our accounts

with products that satisfy that demand.

Though we sell over two million cases per

year today, during the production and distri-

bution of our products from our sources in

Piemonte, Veneto and Tuscany and other

regions, we have all eyes and ears open to pro-

tect our consumers and only bring the highest

quality products to market.

He also says that because they do not

have outside people in the field, they are

proudly accountable for everything they put

out from the actual bottles of wine to the

services they provide for their accounts in

terms of shipping, storing, displays and other

key issues. In fact, they are so committed to

keeping their image consistent, they prepare

all of the presentations by themselves.

Weve never altered our goals, our pas-

sion for wine or our love for those we work

with in our industry, he elaborates. This

extends not just through me, but my daugh-

ters Patricia and Sonia, and son-in-law

Fabrizio Renna. Every day presents a big

opportunity to introduce new wines to the

consumer and, really, something for every-body.

While Piedmont, Veneto and Tuscany are

main production regions for DAquinos

wines, father and daughter note that they

have exciting new wines coming out of Sicily,

Puglia, Lazio, Verona and other regions. This

is partially in response to the steadily increas-

ing demand for Italian wines in the U.S. mar-

ket. DAquino-Renna also points out that 7%

of total Italian wines exported is purchased by

North America. There has been a 33%

increase in volume of all production of Italian

wines in the last decade, and Italy remains the

top importer of wine to the US.

Were celebrating our 30th anniversary

this year, and while we are committed to

keeping our clients happy with our quality

wines in the immediate and distant future, it

is important to my father to thank our cus-

tomers for their continuing support over the

years and reflect on the history and the prod-

ucts that have made us strong, she says.

D'AQUINOITALIAN IMPORTING COStill Going Strong After Three Decades

COMPANY PROFILE

When many beverage industry companies hit a milestone

anniversary, the talk is often focused on the new things they

plan to do to keep up with the competition. However for

The D'Aquino Italian Importing Company of Duarte, CA, the ultimate focus

is on doing more of the same things that made them a solid, off-premise

focused wine purveyorbut on an even bigger level.Gaetano DAquino with daughter, Sonia


37/68


38/68

Snow Queen vodka, as you have seen in our

pages, was one of the great spirits success storiesof 2008. The first dynasty of rulers used high

profile personality and high profile tactics to crown

Snow Queen one of the years products-to-watch.

However as things progressed, Marsalle Imports, which

shared the responsibility of bringing the ultra-premium

vodka into U.S. markets, decided it was time to make

some management changes that would ensure the con-

tinued success of Snow Queen which involved some

significant streamlining.

As can be expected with a major change in corpo-

rate policy, there have been rumors floating around

about the fact that the Queen had left the building,

so to speak. However, Marsalle Imports President

Jimmy Todd is adamant in assuring clients and distrib-

utors that the companys recent businesses decisions

will instead protect and propel Snow Queens growth.

We will continue to be strong in the on-premise

market, as our brand was initially built in the on-prem-

ise segment throughout the country, says Todd. In

2009, we are gearing up to make similar in-roads in the

off-premise/retail segment as well. While we plan to

maintain the success with the on premise accounts that

the previous management for Snow Queen had estab-

lished, under our management we plan to move the

brand further forward on a retail level with both inde-

pendent stores and national chains as well.

Another key issue Todd wishes to address is that

with the changeover, the objective was to shift the

focus mainly to the brand itself rather than the person-

alities of the people acting on behalf of Snow Queen.

He stresses that under the new, more streamlined group

overseeing the brands growth the emphasis will be pri-

marily on the brand and the quality of the product

inside the bottles. And to achieve this, there is a new

ad campaign in the works for 2009 as well as a slew ofinnovative point-of-sales materials in the works for

both the on- and off-premise accounts.

In terms of the POS materials, we are coming out

with a new three to four case rack for the retail stores, as

well as napkin caddies, condiment trays and highlighted

back-of-the-bar display pieces. We are also very excited

about a new pouring device that we are designing that

will light up the whole bottle. We will continue to spend

money and do events, but were going to be more selec-

tive about what events we do. We are also going to show

the same kind of discretion in terms of how and where

we spend the money budgeted to advance the brand.

Through all of these strategies, we want to make it clear

to our clients that Snow Queen is not going away.

In addition to the new strategies the hand-picked

members of the Snow Queen team will be carrying out

in 2009, Todd is also quite excited about Snow Queens

newly minted organic certification, which is in the

process of being incorporated into the labeling on the

bottles, and a Double Gold Medal win at the San

Francisco Spirits Competition, recognized as one of the

best vodkas in the world.

Everything for Snow Queen is done first class,and nothing will change on that score, Todd affirms.

If it is not first class, it wont be done. I would also like

to let our customers know that they can count on a

Snow Queen rep coming through their door soon. In

the coming year, were going to work harder to not only

maintain what was built, but improve on the message

that was put out there in terms of selecting wholesalers,

implementing the sales and marketing strategies for

each market. Snow Queen will be on all the

shelvesthats our goal. I

SNOW QUEEN VODKATAKES A NEW COURT

A new regime at Marsalle Imports is taking shapeto help grow the Snow Queen brand more effectively.

...under ourmanagement we

plan to move the

brand further

forward on a

retail level with

both independentstores and

national chains

as well..

Jimmy Todd

resident, Marsalle Imports

38 B I N 2 0 0 8 I S S U E 1 0


39/68


40/68


41/68


42/68

42 B I N 2 0 0 8 I S S U E 1 0


43/68


44/68

44 B I N 2 0 0 8 I S S U E 1 0


45/68


46/68

46 B I N 2 0 0 8 I S S U E 1 0


47/68


48/68

48 B I N 2 0 0 8 I S S U E 1 0


49/68


50/68

50 B I N 2 0 0 8 I S S U E 1 0


51/68


52/68


53/68


54/68


55/68


56/68

Southern CaliforniaValentines Liquor

Valentines Liquor is one of the most popular liquor retail storesin Arcadia, California and has been providing their cus-tomers with some of the finest wine, spirits and beverages for

the past 25 years. Located near the world famous SantaAnita Horse track, Valentines liquor is a popular stop for visi-tors and locals looking for unique spirits and beverages toquench their thirst.

Store owner Armen Chemsian stocks a wide variety ofhard to find Spirits, Wines and Beer and takes pride in alsocarrying a wide selection of Finest Call Mixers. "Without a

doubt, Finest Call Mixers offer the best quality and value ofany mixer products in the marketplace and our customers arevery happy with the taste and selection of the flavors avail-able. We stock everything from Sweet & Sour to Mango andMojito and always recommend that our customers give theother flavors a try.

With consumers cutting back on eating and drinking out,we've noticed a big trend with our customers buying theirbeverages and enjoying them at home. Our customers stillwant to enjoy great tasting drinks as they often do at restau-rants and bars but, are looking at doing it at a more reason-

able cost. I often give our clients tips on creating and makingspecialty drinks at home and just as important as it is to usefine spirits and ingredients, It's equally as important to have amix that compliments and enhances the cocktails. With FinestCall Mixes, our customers can create anything available on-premise and do it better at a fraction of the cost!"

"We are proud that we have been able to serve our cus-tomers for the past 25 years and appreciate all of their con-tinued support. Our goal is to provide our customers with agreat selection of fine wines, spirits and beverages at com-petitive prices and provide the best customer service to them."

POUR OF THE MONTH

FinestCALL

FinestCALL

56 B I N 2 0 0 8 I S S U E 1 0

POUR OF THE MONTH

Sherman Callahan, Beverage Buyer Valentines Liquor


57/68

Postino is located in a historic brick and slate-roofed Carr Jones designed former Post Office in the hillside town ofLafayette. Postinos brick walls, slate tiled floors, fireplacesand intimate dining rooms evoke images and feelings of Italyand the Mediterranean. The dramatic ambience at Postino iscaptivating and enchanting.

Inspired by the traditions of Italy with an American inclina-tion, Postino delivers a seasonal menu using the finest localand imported ingredients making it the perfect place for afamily dinner or sophisticated private event. They also have 5

different rooms within the restaurant that can be tailored forprivate events accommodating from parties of 8, up to groupsof 55.

Some of the dinner favorites at Postino include the starterof Postino Formaggio; Claudel Brie, Laura Chenel, CarrValley Menage and Gorgonzola Dolce. Next move on to theCapellini; Angel hair pasta with butter poached Lobster, white

corn, cherry tomato, chives and chervil. For main courses trythe Anatra; pan roasted duck breast over wild rice risotto withfresh cherry duck glace, or the Brasato of Short Ribs in rose-mary balsamic barbeque sauce over sweet corn polenta, orperhaps the Sicilian style Swordfish with smokehousealmonds, golden raisins and rosemary brown butter over gar-lic whipped potatoes.

At the Bar Postinos mixes of choice are Finest Call whichfeature a complete line of superior products from Sweet &Sour, Grenadine, Coconut, Pomegranate and PricklyPearSyrups, two Bloody Mary mixes, the Raspberry, Mangoand Strawberry Purees to the premium Cosmopolitan Martini,Sour Apple Martini and Mojito mix.

As bar manager Mark La Franchi says, Our customersappreciate quality in the food and at the bar. Thats why weuse Finest Call products. They are the best in the business

Postino Restaurant is located at 3565 Mount. Diablo Blvd,Lafayette, CA 94549

Northern California

Postino Restaurant

Bar Mgr. Mark La Franchi shows off the Finest Call products


58/68


59/68


60/68


61/68


62/68


63/68


64/68

64 B I N 2 0 0 8 I S S U E 1 0


65/68


66/68


67/68


68/68

Documents

BIN_Nov/Dec