January 2012 INSIDE THIS MONTH

Volume 40 Issue 1 The No.1 choice for global drinks buyers

Hot brands vote for their top products

UNBELIEVABLY UNIQUE

CACHAÇA Brazil's national spirit is looking to wider markets

AUSTRALIAN Can things LICOR 43. THE SPANISH SMOOTH TEMPTATION get any worse? www.licor43.com

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Agile Media Ltd, Zurich House, East Park, Crawley, West Sussex RH10 6AS +44(0) 1293 590040 drinksint.com 34 Where do we 28 go from here?

ell, it’s over. The festivities are finished for another year. Now 14 it’s time to count theW number of cases that have gone out of the warehouse and reconcile those numbers with the invoices and News 31 Vodka payments coming in. Basically, it’s pretty quiet as everyone 05 Business News Patience Gould casts her experienced eye counts the cost and, hopefully, is calculating the margin and 08 Travel Retail News over what is going on the profits. 10 What’s New Looking ahead, the big event for this year has to be 34 Cachaca the Olympic Games in London. Any major sporting Analysis It’s big. Really big. But will it get bigger? event is an opportunity for the hospitality industry and 07 Chablis Brazil has the Olympics and the World the alcoholic drinks sector in particular. Even people The premium French white wine region Cup coming. Hamish Smith sips his who are not particularly interested in sport will use it is going organic and biodynamic. Lucy caipirinha and deliberates as an occasion to meet up, socialise, discuss, argue and Britner has been there inevitably have a drink and something to eat. 38 Australian The fact that the games are happening in London Profile Australia has had a torrid time. Everything should help, given that it is a mature market with strong 12 George Grant that could have gone wrong, seems to traditions in enjoying , wine and spirits. To use the Lucy Britner meets the sixth generation of have. Graham Holter discusses terminology of the former US secretary of defence, Donald the Glenfarclas-owning Grant family Rumsfeld, the UK and London are “known knowns”. 42 From Our Own Correspondent So virtually every participant in the alcoholic Features Wine and Spirit Education Trust beverages sector should now be drawing up plans 14 Pre-Mixed Drinks Challenge international director David Wrigley MW as to how they can exploit this ‘once-in-four-years’ The results looks back on the year opportunity. Regardless of whether you are in the business of 17 Ingredients In the Zone exporting or not. People in virtually every country in the Jaq Bayles looks at the various 44 Bar Zone world will be sitting down to watch who gets the medals. accompaniments that enhance a long Tabasco Bloody Mary; Beefeater tea So if you have not yet considered the opportunity then drink or cocktail cocktails; Hamish Smith’s blog now is time to do so. After all, why make life even more difficult for yourself? 19 Hot Bar Brands 2011 44 Going for Gould Have a good year. The latest runners and riders in the back In her welcome return to Drinks bar high stakes. Lucy Britner provides International, Patience Gould reflects on Christian Davis Editor the odds Christmas packaging. Is it bah humbug? january 2012 drinksint.com Drinks International 3 for breaking news visit drinksint.com News  New Rémy cognac style for Europe

émy Martin is to introduce a Rémy Martin CEO Patrick Piana new expression of its VSOP told Drinks International: “To remain Rcognac for the European the same, we have to reinvent but market. VSOP Mature Cask Finish be true to ourselves. We see it as a is to replace VSOP in Europe, while responsibility to continue to invest and the rest of the world will continue to innovate in Europe. We will probably receive the original VSOP cognac. invest more in the next decade than The new expression comes from the previous one. the finishing period of the eaux- “It’s important to be successful in de-vie following the final blending the UK, Germany and France – our process. The eaux-de-vie for Mature ‘own area’. Irish Distillers Pernod Ricard has confirmed it will spend €100 million Cask Finish, which makes up 20% of “We want to bring VSOP back into on the 2012 expansion of its Midleton Single Distillery, the site where Rémy’s VSOP output, is left to marry young adults’ drinking repertoire.” Jameson is produced. The 15-month project, which begins this year, in mature casks, while the remaining Piana talked about cognac culture will see pot still capacity go from 10 million litres to 22 million litres 80% is finished in large oak vats. in the US and Asia and its association and grain from 20-21 million litres to 40 million litres. The expansion The mature Limousin oak casks – with music and music stars. is intended to relieve pressure on the Cork-based distillery, which is which are at least 20 years old – are “We are going to start looking at currently running at capacity. said to ‘enhance fruity notes’. The new Europe in the same way as Asia and expression is packaged in a clear bottle the US – in terms of cities rather than – a departure from the signature black countries.” bottle used for its VSOP. The company will also focus on Rémy claims to sell 5,000 bottles cocktails in the UK market and has Half-year profits up for of its VSOP every day and the new introduced four key serves – a Sour, a expression will not differ in price from Sidecar, a French Mojito and a more two major drinks groups the original (£30/€35). simple serve with iced tea.

rown-Forman has reported émy Cointreau has attributed Bdouble-digit half-year net sales Rits positive half-year profits to Super-premium Teacher’s growth after a strong performance “remarkable” growth in Asia and from its Jack Daniel’s brand. “strong” performances in the US and illed as its super-premium Speaking at the global launch of Net sales increased by 12% to Europe. Bexpressions, Beam has announced the two expressions in India, Harish US$1.9 billion for the half-year ended The group, which controls Rémy the release of Teacher’s 25 Year Old and Moolchandani, CEO and managing October 31, 2011. Martin cognac, Cointreau liqueur, Teacher’s Highland Single Malt to global director of Beam India and the Indian According to the group, the Mount Gay rum and Greek spirit markets, starting with India. sub-continent, said: “Teacher’s as uplift in sales was due to a solid Metaxa, saw operating profits reach In India the 25 Year Old is priced at a brand outperformed the market performance by its brands in the €106.2 million for the six months INR26,230-33,225, depending on the and expectations and its elevation US and strong growth in developed leading to September 30 2011, market ,while it will be available in duty to the numero uno position in India and emerging markets overseas – representing organic growth of 30.7% free for US$250. The Highland Single has reaffirmed our belief in the notably Germany, Mexico, Russia, year on year. Malt ranges from INR3,900-5,000 and understanding we have of the Indian the UK, Turkey, France, Brazil, Turnover for the period stood at will be priced $40 in duty free. consumer and their requirements.” Australia and Canada. €474.9, an organic increase of 18.1%.

Californian wine company Diageo has opened a La Martiniquaise, the Treasury Wine Estates Yao Family Wines, created £10 million cooperage near French spirits group, has has announced the News by the ex-NBA star Yao Alloa in Scotland. It will announced that Russian appointment of Gary Ming, has signed-up Pernod turn out approximately Alcohol Group, the Russian Burnand as managing Ricard China to exclusively 250,000 casks each year – subsidiary of CEDC, will be director of Penfolds, In Brief import and distribute its all of which will be used to the exclusive distributor of effective from March 2012. wines to mainland China. mature scotch whisky for Label 5 scotch whisky in He will be responsible for Diageo’s brands. Russia from January. setting and driving the Industry stories from strategic direction of the around the globe Penfolds brand.

January 2012 drinksint.com Drinks International 5 News for breaking news visit drinksint.com  Beam to buy Russian Standard for Cooley Distillery alliance with CEDC ussian Standard Corporation has proposed the additional acquisition of nearly 20% of Central European Distribution Corporation’s shares as eam has announced an “substantial future growth”. Rpart of a “strategic alliance”. agreement to buy Irish whiskey Matt Shattock, president and The deal for “approximately 19.9%” of CEDC shares would see Russian Bproducer Cooley Distillery. chief executive officer of Beam, said: Standard owner Roustam Tariko exchange assets in Roust, his distribution The purchase price of the industry’s “Cooley is one of only three sources company, and assist CEDC in restructuring its debt. only remaining independent Irish for Irish whiskey, and the only The move follows the news last month that Russian Standard has acquired whiskey distillery, was US$95 million independent player, so this transaction 9.9% of CEDC’s shares for US$25.35 million. on a debt-free basis. is a unique and compelling high- CEDC, which claims to be the largest producer of vodka in the world, has said Cooley owns and produces the return opportunity to enter one of the its board of directors will evaluate the proposal to “act in the best interest of the Kilbeggan, Connemara, Tyrconnell industry’s highest growth categories. company’s shareholders”. and Greenore brands. “We see the opportunity to leverage Meanwhile, RSC has acquired a 70% stake in Italian wine company Gancia, According to Beam, the whisky our combination of scale with agility known for its sparkling wines and . company sells approximately 250,000 to further build consumer demand for Tariko said: “Our strategic long-term investment will provide Russian Standard 9-litre cases a year, divided among its Cooley’s award-winning brands, and with a unique opportunity to become one of the dominant players in sparkling brands, own-label products and bulk to expand distribution off a relatively wine and vermouth. sales to third-party customers. small base in key export markets for The US group added that Cooley Irish whiskey across North America has the production capacity to support and Europe.”

Heineken to The Himalayan up share in Edition is latest Haiti brewery from Stoli vodka Heineken has declared an intention tolichnaya vodka has launched to increase its share in a brewery in SThe Himalayan Edition, the first Haiti to 95%. release of its new Pristine Water Series. The company plans to up its The new line, which is an offshoot share of Brasserie Nationale d’Haiti from Stolichnaya’s ultra-premium (Brana) from 22.5% to 95%. The Elit vodka, is priced at US$3,000 and shares are currently owned by numbers only 300 bottles globally. Brana’s management and private According to Stolichnaya, the Guinness push in Africa shareholders. Financial details were Himalayan Edition uses water of not disclosed. “unparalleled quality”, sourced from iageo is aiming to make Guinness promoted using outdoor marketing Heineken has also announced the Langtang National Park, in the Dthe biggest beer brand by value from this month. a global partnership with Facebook, Himalayan Mountains. in Africa with the launch of a pan- Jeremy Kanter, regional marketing which will see the two companies The water is combined with the market ad campaign. director of Guinness Africa, said: collaborate on digital campaigns wheat harvested from the Tambov Titled The Ticket, the new “This pan-African campaign aims to for Heineken’s brands around region in Russia before undergoing promotion will be broadcast across portray the iconic status of Guinness, the world. freeze-filtration to “ensure no West and East Africa through which is embedded in local culture and imperfections remain”. television, Facebook, radio and African hearts and minds.”

Global retailer Tesco has The rise of craft beer US consumer goods Volume wine sales in the UK launched its first light- in the US could benefit company Rok Stars has are continuing to fall and the Top 5 stories weight champagne bottles Peroni Nastro Azzurro, stuck a deal with Castle pace of decline has increased as part of a pledge that says the lager’s global Trade Services to launch over the past 12 weeks on drinksint.com will see a 7.2% weight brand director, Andrew its recently acquired Oval (leading to December 2011), 1 World’s 50 Best Bars 2011 announced reduction in standard 75cl Walker. Craft has caused vodka in the UK. The deal according to the latest market 2 Direct Wines reshapes team champagne bottles within an “appetite for European is “worth a minimum of report from the Wine & Spirit 3 Russian Standard moves into wine two years. lagers in the US”, he said. €3.5m” across three years. Trade Association. 4 Stoli launches The Himalayan Edition 5. Label 5 to be distributed by CEDC  6 Drinks International drinksint.com January 2012 News Analysis Dynamically biodynamic

The winegrowers of Chablis are increasingly turning to natural methods, moving to organic and beyond, as Lucy Britner reports

he number of officially organic hectares of vineyard all important for many wine producers. In addition, the Chablis in Chablis is set to triple. According to Service producers are responding to an increased desire among their d’Ecodéveloppment Agrobiologique et Rural customers and society at large to reduce the use of pesticides in de Bourgogne (SEDARB), 115ha in the Chablis farming in general. vineyardT are organic with another 231 in the process of There are many producers who practice some of the methods conversion. This equates to 21 domaines. associated with biodynamic production. Only one domaine of these 21 has the official biodynamic Romain Bouchard, who has just over three hectares of organic status, and this represents 10.6ha. It is the Boissonneuse vineyard, says: “My approach to the viticulture is now based vineyard which makes up part of the 200ha Jean-Marc only on observations, a lot of manual work and a non-stop Brocard estate. thinking of ‘how I can improve the quality of my harvest year Brocard’s Europe export manager, Albane Beaunieux, says: after year’. “We have 80ha which are officially biodynamic or organic, “I can say that this permanent reflection never stops. For that is to say either certified or in conversion (for three years) example, I am more and more interested in ‘biodynamie’. At by Ecocert (Ecocert is the French organisation which gives the the moment I try to understand the theorical aspects of this and certifications for AB (Agriculture Biologique) or Demeter). I am thinking of trying it soon. I think that I am very open- “The other 20ha are organically or biodynamically farmed but minded so for me it is natural to study and experiment with a not registered yet because we always test a few years before to new process. The job is much more interesting like this.” be sure that the vines answer well to the organic or biodynamic Bouchard maintains that there is little reason to be sceptical message.” Beaunieux says the winery hopes to become totally about organic and biodynamic farming. organic or biodynamic eventually, but due to the level of rainfall He adds: “The organic and biodynamic boom is explained in the area, it’ll take time. by the choice of our generation to produce in a proper and fair So what’s driving the growth of organic and biodynamic way. It corresponds to a new era in agriculture and business. It farming in this area? SEDARB says growth in Chablis follows is only a question of ‘good sense’.” the trend shown in the Côte d’Or. William Fevre director Didier Seguier says progression from Environmental and health issues are becoming stronger organic to biodynamic is a natural evolution. Fevre has 42ha reasons for wine producers to adopt organic means of that he farms organically and two hectares that he has begun production. The respect for the land, the planet and the terroir farming according to biodynamic principals. He says the results which goes hand in hand with this method of production are are good and he hopes one day to be 100% biodynamic. DI

Horns of plenty Two of the ‘mysteries’ of biodynamic viticulture explained by Albane Beaunieux

The horn manure (or ‘500’) Cow manure is The horn silica (or ‘501’) The silica is a mineral buried in cow horns in the soil over winter, buried in cow horns in the soil over summer. The because winter has a down movement and horn is dug up and its contents (horn silica or helps the preparation to get into the soil. The ‘501’) are stirred in water and sprayed over the horn is then dug up and its contents (called vines at daybreak. This has an action on the air horn manure or ‘500’) are stirred in water part during the vegetative period, and works and sprayed on the soil in the afternoon. in polarity with the horn manure. We also call it It favours the microbial activity and the “pulverising of light” because it brings a bright formation of humus and stimulates the quality, limits the tendencies to diseases and vertical growth of roots towards the depth. allows a better relation with the cosmos.

January 2012 drinksint.com Drinks International 7 Travel Retail

DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE

In Brief Blue Label targets A month in travel retail Aéroports de Paris ✈(AdP) reported another record vintage wealthy men with gift wine sale at its Paris With Drinks There aren’t many companies that would break out Charles De Gaulle airport International’s specialist Terminal 2E store last  the champagne to celebrate their 28th anniversary. It correspondent, Joe Diageo Global Travel and Middle East has joined The other three pieces of the collection are a Johnnie month. The single €49,905 is hardly the most memorable corporate milestone after all, but Bates (£41,860) transaction  forces with Porsche Design Studio to roll out a Walker Blue Label Cube, which separates at the same angle Dubai Duty Free (DDF), the world’s single largest duty free retailer, included a 1995 Romanée collection of Johnnie Walker Blue Label-related luxury gifts as the brand’s bottle label to reveal a bottle of Johnnie planned to do just that in December as the United Arab Emirates- Conti, a Château Margaux for men at 11 major international airports worldwide. Walker Blue Label, an ice-chiller, stainless steel tongs, and 2003, two bottles of based airport store operator closed in on record annual sales of The highlight of the four-piece collection is a £100,000 four branded crystal glasses. Château Lafite 1982 and more than US$1.45bn (£930m). two bottles of Château private bar, 2m tall and made of brushed stainless steel, The smaller Johnnie Walker Blue Label Mini Cube With its heady mix of wealthy Asian and European transit Pétrus 1980. natural leather and Australian lace wood. The bar uses contains all of the elements of the larger Cube minus two passengers and ambitious expansion plans, DDF is a hot ticket for motion sensors to open automatically to reveal a magnum branded glasses. companies at present. The retailer was Jack Daniel’s single explained how badly the company had been affected by the Accolade Wines has of cask-strength Johnnie Walker Blue Label, four branded The last item of the collection is a Johnnie Walker Blue announced several highest-selling duty free location in 2011, for instance, which kingdom’s political unrest this year, but his presentation ✈ crystal glasses and a chiller compartment containing an ice Label Chiller, which just contains a bottle of whisky. important travel-retail perhaps goes part way to explaining why drinks companies have finished on a positive note with his firm belief that 2012 listings for its South African bucket, stainless steel tongs, a crystal jug of iced water and The collection rolled out last month to 11 international been falling over themselves in recent years to join DDF’s birthday would see a strong recovery in sales. Sherif Toulan, business wine portfolio, which four more glasses. airports: Paris Charles de Gaulle, Moscow, Amsterdam, celebrations. development manager at IDF Cairo, one of Egypt’s largest includes Kumala, Flagstone The bar is currently on sale at DFS Group’s landside store Singapore Changi, Tokyo Narita, Bangkok, Hong Kong, This year Rémy Cointreau Global Travel Retail (GTR) decided duty free distributors, struck a similar note of cautious and Fish Hoek. Finnish at Los Angeles airport’s Tom Bradley international terminal. Auckland, Sydney, Los Angeles and Dallas Fort Worth. ferry operator Viking Line it was its turn to join in the festivities by optimism, as did speakers from World Duty has taken Kumala Chenin/ releasing Cointreau Midnight in Dubai Free Group (Jordan’s Queen Alia airport) Chardonnay, Flagstone – a limited-edition bottle design of the and Kuwait Duty Free. Dragon Tree and Flagstone iconic liqueur apparently inspired by Free Run Sauvignon Chivas Regal Blanc, while German flag Dubai’s night skyline. With a US$30.55 Shannon revamp First person carrier Lufthansa has listed (£19.55) price tag – 10% higher than If the Middle East, along with Asia and rolls out hosting Flagstone Longitude on Diageo Global Travel and Middle East marketing director Steve White the classic square-shaped Cointreau Latin America, herald the future direction the airline’s business class bottle – Midnight in Dubai features an of the duty free business, western Europe flights. In a couple of sentences what does the development of Johnnie Walker wealth in the region. With regard campaign amber-gold bottle that is decorated with a with its debt-ridden economies, tottering your job involve? Platinum, now launching in Asia and to the challenges for alcohol as a The Nuance Group has constellation of diamond stars. currency and unremarkable passenger I am responsible for customer rolling out across travel retail. category, we must relish the challenge ernod Ricard Travel Retail has launched a ✈opened two new walk- marketing, consumer marketing What was the most useful piece of and collectively step up the luxury Now, how many other retailers – growth statistics can often seem like it new limited-edition Chivas Regal gift pack through shops at Zürich and innovation for Diageo Global advice you have been given in your drivers to shape a bright future, in P domestic or duty free – around the world is bound for inexorable decline. It was airport, adding more than Travel & Middle East. My role is to career so far? the way the perfume and cosmetics and a hosting-at-home-themed promotion at have suppliers queuing up to release refreshing, then, to see Shannon airport 2,000sq m of retail space ensure Diageo’s portfolio is brilliantly Never be frightened to put yourself at sectors have always done, and still major airports across Europe. exclusives in their honour? Not many, make the headlines for all the right reasons at the Swiss airport. The presented in all travel retail channels risk in the work environment. It’s too continue to do. The Chivas Regal 12 Year Old Le Baron gift new outlets include in- and in domestic markets in the Middle easy to be restricted by hierarchy and that’s for sure, and it’s testament to the earlier this month when it opened a new What is the most memorable thing pack is a collaboration between the whisky store boutiques dedicated East and North Africa. bureaucracy and difficult decision- you have ever drunk? Irish whiskey store as part of a E1m brand and the Parisian Le Baron nightclub. The growing importance of DDF as a duty free to premium scotch whisky, What do you like most about your job? making, but it’s incredibly liberating to Zacapa with ice in a large cognac operator. (£850,000) revamp of its commercial offer. vodka and cognac. It’s a dynamic, exciting channel with put that all to one side and allow free glass at the distillery in Guatemala, pack contains a card, which allows travellers to Dubai was also in the travel retail Irish whiskey is booming at present the most fantastic growth potential. I thinking and innovation to lead the above the clouds. The richness of download exclusive music tracks mixed by Le news over the past month for the record and Dublin Airport Authority’s (DAA) Chivas Regal master love how travel retail brings immediate way in delivering for the customer, and that experience changed forever Baron DJs, and short films about how to mix Colin results— the shopper base is second deal with any consequences later. the perception I had of rum. It is the number of delegates that attended the annual Middle Eastern Irish Whiskey Collection outlet, which first opened at Dublin ✈ cocktails at home. Scott made a personal to none in its richness and diversity What’s your favourite airport to fly epitome of a luxury spirit. Duty Free Association (MEDFA) conference held there at the airport back in 2009, has been a big hit, winning rave reviews appearance at World Duty and it’s a marketer’s dream to put from and why? What book is on your bedside table? Purchasers also get the chance to enter a Al Marooj hotel. It’s traditionally the industry’s last important and awards from around the world and increasing Irish Free Group’s London consumer insight to the test and get Geneva as it means I’m very close My wife’s novel. I am proofreading it draw to win a trunk bar created by luxury get-together of the working year and the prelude to a popular whiskey sales there by more than 30%. DAA has rolled out a Heathrow Terminal Five pretty much instant feedback on to our holiday home in Switzerland. and she knows she can rely on me to French trunk manufacturer Pinel & Pinel, store last month. Scott innovation, new brands and initiatives, I guess this shows the importance be heartily dispassionate about her golf tournament hosted by DDF. Celebrating its 10th anniversary, scaled-down version of the concept at Shannon, introducing which contains a bottle of Chivas Regal, four was on hand to talk to compared with the longer lifecycles of of emotion in our sector. We should work. this year’s MEDFA conference could have been a downbeat affair around 20 new whiskeys, including exclusives such as branded glasses, a music docking station and customers and sign bottles domestic market dynamics. never forget or underestimate the If you weren’t working in travel retail, given the Arab revolutions that have rocked many Middle East and Greenore 19 Year Old Single Grain, Midleton Single Cask of Chivas Regal whisky. What achievement in your career are power of why someone is travelling what would you like to be? an iPad 2. North African countries this year, but instead there was a defiantly 1991 and the incredibly rare Knappogue 1951, priced at a you proudest of? through a particular airport and An entrepreneur playing to my positive, even upbeat, mood among those who attended. hefty E997 (£850). In my previous role I was global how that impacts the experience, motivators of freedom and risk. marketing director of Johnnie Walker – the airport reputation and the retail I’m not entirely sure what sector – The conference’s opening speaker, Gary Chapman, president of Back in the 1940s, before the jumbo jet was even dreamed Campari International has launched a limited brand opportunities don’t come much opportunity. probably retail, but I wouldn’t want to Middle East travel agency DNATA Emirates Group, was certainly of, transatlantic flights used to stop off at Shannon to refuel. ✈ edition 25-year-old Glen better than that. I led the relaunch of What are some of the key challenges restrict myself. clear in his mind why the region should be optimistic about Canny airport managers saw a commercial opportunity to Grant single malt whisky Johnnie Walker over a two-year period facing the travel retail business? If you could choose, what would you the future as he outlined the huge amount of regional airport target weary travellers with a basic selection of duty free into Asian duty free. Priced with phenomenal results: the redesign Clearly the economic uncertainty be doing 10 years from now? of Johnnie Walker Black Label; the pervading out of Europe is a macro- In a fantasy world: sailing, skiing infrastructure expansion projects in the pipeline, from the booming goods, including, of course, Irish whiskey. Shannon has fallen at €300 (£250) per bottle, the whisky was matured in innovation behind the travel retail concern for the health of the industry. and not much else. In reality, I would Gulf hubs of Abu Dhabi and Dubai, to airports such as Cairo and on hard times since then with Ryanair, the bogeyman of so Spanish sherry oak casks. exclusive of Johnnie Walker Double Such uncertainty reaches right relish the challenge of guiding Bahrain international that have been directly caught up in the Arab many aviation stories these days, recently axing many flights. Quantities of Glen Grant Black which, reflecting my point in the around the globe in this increasingly Diageo to even greater heights as Spring revolutions. Let’s hope the terminal revamp with Irish whiskey in the Limited Edition 25 Year Old earlier question, quickly accelerated social era and, in particular, we must the general manager for one of the Bahrain Duty Free managing director Garrett Coogan later vanguard signals better days ahead for this historic airport. are limited to 800 bottles. to become a leading brand in its own keep Asia confident and healthy, as most important parts of our business right within a year of launch; and we’re all reliant on the growth and anywhere in the world.

8 Drinks International january 2012 drinksint.com Drinks International 9 What’s New age statements limited expression Amrut Les Grands Assemblages Portonova

Brand owner Bas-Armagnac Francis Darroze Brand owner Amrut Distilleries € € Price From £35/ 31.50/$45 to £490/ 440/$620 The Dalmore Distillery Price £65/$115/€60 Markets Global Manager’s Exclusive Markets Europe, Canada, US and Contact Marc Darroze, contact@darroze- Taiwan armagnacs.com Brand owner Whyte & Mackay Contact Ashok Chokalingam According to the Darroze family, which sources Price £84.99 [email protected] eaux-de-vie from Bas-Armagnac estates in the Markets UK and online (whiskyshop.com) west of the French region, the range is a response The Bangalore distillery has matured to demand for high quality expressions that Contact (trade) [email protected] unpeated spirit in new American provide value for money. oak and ex-bourbon barrels before The age statement on Les Grands Assemblages Named The Distillery Manager’s Exclusive, the 1995 vintage single transferring the liquid into once- indicates the age of the youngest armagnac in malt was selected by distillery manager Ian Mackay and his team, used port pipes and a final stage of the blend and abvs range from 42% in the 50 and exclusively for The Whisky Shop. The expression has been limited maturation in ex-bourbon casks. 60-year-olds to 43% in the other expressions. The to 1,800 bottles and has undergone maturation in Matusalem According to Amrut, the use of whole Les Grands Assemblages range is available sherry and American white oak casks. It has an ABV of 40%. port pipes adds a rich profile to the in 70cl bottles, while the eight-year-old, 12-year-old Dalmore distillery manager Ian Mackay said: “With the balance whisky, but is also a reference to and 20-year-old also come in magnums (150cl). of sherry wood outweighing the American white oak, it gives the India’s historical links with Portugal, whisky a rich orange and dark berry flavour, which is my own the home of the fortified wine. favourite style of Dalmore.” Ashok Chokalingam, Amrut’s international sales manager, said: “The Indian links to Portugal go Waipara West back centuries, so it was natural we raw spirit should want to put our whisky into Brand owner Tutton Sienko & Hill (family-owned vineyard) barrels that had spent time there.” € Bowmore Price £18.00/ 18-22 Jim Murray, author of The Whisky Tempest Small Markets Global chocolatey finesse Bible 2012, said: “I have never come Contact Paul Tutton, [email protected] across such a flavour profile before Batch Release Café Cabernet Yealands Estate anywhere in the world. But my No 3 word, what a statement this makes.” According to the wine’s tasting notres: “The 2010 Pinot Noir is ruby red in colour. It displays sweet dark cherries with 2011 Grüner Veltliner hints of plum, pencil shavings and toasty oak. It is an elegant, medium-bodied wine with well-rounded tannins and a 2011 Brand owner Morrison balanced persistent finish. The wine has potential to develop further complexity with careful cellaring.” Bowmore Brand owner Linton Park Brand owner Yealands Price £49.99 Price £9.99/€11.99/US$16.99 Estate Markets Global Markets Global Price £12.99/NZ$25 Contact inner-core@bowmore. Contact Neil Kelsall, neil.kelsall@ Markets UK, New Zealand com lintonparkwines.co.za Contact Simon Kelly, simon. [email protected] Linton Park’s Café Cabernet 2011 is a Yealands Estate is a sustainable Cabernet Sauvignon with winemaker, awarded for its a “pronounced coffee practices, which include the flavour”. The 13.5% abv introduction of wetlands on wine has been matured in the estate, the introduction of new French and American Babydoll sheep for grass and vintage oak to “accentuate the weed management and use of Product Namenatural coffee, chocolate wind and solar power. and truffle flavours” of the The wine is 100% tank Dom Pérignon 2003 variety. Brand owner: Xyxyxyxy xyxyxy fermented and left on the Created by cellarmaster lees for three months, giving Brand owner Louis Vuitton Moët Hennessy Price: Xyxyxyxy xyxyxy Hennie Huskisson and it complexity and finesse. Price £120/US$187/€141 Markets: Xyxyxyxy xyxyxywinemaker JG Auret from Winemaker Tamra Washington fruit grown in the vineyards Markets Global January-February depending on the market said the variety was well Bowmore Tempest Small Batch on Groenberg Mountain, Release No 3 is a non chill-filtered Contact MHUK, +44 20 7235 9411 suited to the Awatere Valley Trade Contact: Café Cabernet is available and specifically to the terroir 10-year-old, matured in first-fill +44(0) 000 000 000 from Linton Park’s UK bourbon casks. 1,850 cases have Dom Pérignon has launched its 2003 vintage following on from of Yealands Estate’s Seaview agent Chalié Richards. vineyard, which is on the coast been released worldwide. the champagne house’s 2010 release of the 2002 vintage. Huskisson said: “At Body copy to go here please xyxyx xyxy xyxyxyx of the Pacific Ocean. Cara Laing, Bowmore brand Dom Pérignon chef de cave Richard Geoffroy said the decision Linton Park we are trying xyxyxyx yxyxyxyxy xyxy xyxy xyxyx yxyxyxy xyxy manager, said: “We’ve released to make a vintage from 2003 grapes had been taken almost hard to come up with xyxy xyxy xyxyx y xyxyxyxyxyx yxy xy xy xyxyxy a small batch of Bowmore immediately and in spite of challenging growing conditions. “The something different to offer xyxyx yxy xyxyx yxyxy xyxy xyx yxy xyxyxyxy xyxy Tempest annually since 2010 2003 was a real challenge to overcome but Dom Pérignon was the UK market. The Café historical xyx to great response. Every batch committed to the vintage,” he said. “There was never any doubt Cabernet makes a great Xyxyxy xyxyx yxyxy xyxy xyxy xyxy xyxy xyxy is slightly different but always that it would be produced.” accompaniment to roasted Information xyxy xyxy xyxy xyxy xyxy xyxy xyxyxy xyxyxy xyxy reflects Bowmore’s raw spirit. We According to the company, 2003 saw an exceptionally cold and venison, rack of lamb Products launched within the past two xyxy xyxy xyxyxyxyxyx yxyxy recommend enjoying it with a little dry winter, frost and a heatwave in spring and the hottest summer or dark chocolates and months are eligible for inclusion within this section. Please submit your products rich, dark chocolate to release the for 53 years. Geoffroy said the 2003 drew comparison with the chocolate pudding.” sweetness and depth of the spirit.” 1976 vintage, especially in terms of dosage and ageing potential. for consideration to: [email protected]

10 Drinks International january 2012 drinksint.com Drinks International 11 Profile What’s in we released a 40 a name? year old as part of our standard If the name’s Grant and range. we the place is Scotland, wanted it the chances are the to be game’s whisky. Lucy drunk, not Britner meets a Grant at sit and Glenfarclas look pretty whisky writer Ian Buxton penned a book to commemorate the occasion. Buxton says of 35-year-old George Grant he Grant name carries some heft in Scotland. It’s a pretty and the future of the distillery: “There is a young team at common surname – but when you’re a Grant in the whisky Glenfarclas, poised for the next 20 to 30 years. George business, that’s something else. No relation to William Grant symbolises that: content in introducing the name Grant, George Grant is the sixth generation of his family to Glenfarclas to new audiences and continuing to build sales work at Glenfarclas. You’d expect me to introduce him as for the future.” master distiller, right? Wrong. George Grant is director of And what can we expect from Grant in the future? Well sales. in 2012, he will set about selling a Glenfarclas 43 year old, “I like the distilling side enough but I like people and matured in cognac casks. There will be 150 bottles and doing tastings and presentations. I suppose you could say they will go to the UK market. There will also be a new I get a buzz off a deal, too – whether it’s selling £20,000 expression of the 105 brand – a 20 year old. Grant says the worth of whisky to one person or a miniature to someone plan is to release a different 105 expression every two to who has never tried whisky before.” three years. Though the family-owned company doesn’t talk numbers, When it comes to new expressions, limited editions, it seems Grant’s not bad at sales. “We had a record year in special bottlings and fancy packaging, Grant has a strong 2010 and in 2011 we had reached 2010’s total by October.” view – and so does his father, who has just joined us at the Like many a tale told by a member of “the family”, Grant dinner table. T cut his teeth at a different distillery. “We released a 40 year old as part of our standard range. “It’s an unwritten rule that you work for another distiller There were 1,500-1,600 cases of it and we sold it for £350 – my father spent three years at Teacher’s.” Then he jokes: cab.” As he approached the door, a emerged with a On the subject of Hong Kong itself, Grant says that when a bottle. “Better to make your mistakes somewhere else.” In fact punter in arms and turfed him on to the pavement. George he was there, people were leaving. He says: “There were “We wanted it to be drunk, not sit and look pretty.” The Glenlivet master distiller Alan Winchester started at entered cautiously, to find pictures of naked women on fewer ex-pats and big salaries so it was a tough sell. To a Grant Snr adds: “We understand the collectors’ market is Glenfarclas as a tour guide, aged 16. the wall. “I later found out they were part of a constantly degree, it wasn’t so important. Shanghai and Singapore were important but consumers buy something again.” Although Grant’s father, John – currently Glenfarclas changing exhibition,” he says. As Grant approached the bar, much more important.” He adds that, when it comes to He also suggests that the industry should take a leaf out company chairman – organised his son’s tenure at Inver eager to get the hell out of there, a familiar old face looked breaking the Asian market, Macau is important as a gateway. of the wine trade’s book and he called upon the Scotch House Distillers, Grant maintains there wasn’t any pressure up from the stool next to him. “Hong Kong is coming back now, “ he adds. So does Whisky Association to get rid of secondary packaging and to go into the family business. “It was Wild Turkey’s master distiller Jimmy Russell.” Glenfarclas sell in China? “We’ve sent three or four orders cut the industry’s carbon footprint. “There was never any expectation from parents,” he says. The pair enjoyed a few drams from the bar’s 400-strong there,” Grant says. And he’s cautiously optimistic about “You don’t see Bordeaux bottles in boxes,” he says. “But from the outside world, there was.” There isn’t a hint (e)y collection and Grant doesn’t mind revealing that India, too, though the 150% tax levy is an obvious barrier. Grant’s father has joined him in London to celebrate of drama in the way Grant says this and when I ask what he Delilah’s was one of his votes in the World’s 50 Best Bars “It means a bottle of 12 year old is £100.” (UK-based his son’s inauguration into the Worshipful Company of would be doing for a living if his surname wasn’t Grant, he survey. Master of Malt sells it for £34.45). Distillers and Grant tells me that, in 2013, Glenfarcas is to playfully says: “Being a journalist on Drinks International Now based in Speyside with his wife and two daughters, launch a 60 year old whisky. The Grants haven’t yet decided looks like fun.” Bordeaux education aged five and three months, Grant can say that, for on a price but George and John are quick to say: “It’ll be He’s not a bad storyteller, either. When I ask him about Enough tales. We take up Grant’s story again and, after Glenfarclas, the real growth markets have been in Europe – affordable. We make whisky to drink, not for collectors.” bars, he smiles and regales me with a tale about a bar he’d Inver House, he makes his way to Bordeaux to learn about France, Germany and the UK in particular. Although Grant’s job title is director of sales, he’s also heard about in Chicago. “It’s called Delilahs and the taxi wine with Mähler-Besse, before jetting off to Hong Kong “The brand is becoming much more well known in the a brand ambassador – the kind every brand dreams of, took about $40 to get there.” The cab sped off, leaving to sell the stuff. This was in 1998 and he says: “We were UK,” he says. “The Family Cask range was grasped by press really. He was born into it, after all. And, though not on the Grant in a neighbourhood he wasn’t sure about. mainly doing wine, vodka and gin sales. There was very and consumers and it won awards.” production side, he tells me he did select the casks for the “I thought, well, I’ll have to go in the bar to call another little whisky.” The brand also celebrated its 175th birthday in 2011 and 60 year old. Well, his name is Grant, after all. DI

12 Drinks International january 2012 drinksint.com Drinks International 13 GOLD WINNERS Sierra Margarita – Borco International Coppa Cocktails Strawberry Daiquiri – Toorank Strawberry Daiquiri – Funkin Pre-mixed Drinks Challenge Piña Colada – Funkin SILVER WINNERS Vodka Mojito – VnC Cocktails Viking Fjord Cosmo – Arcus Light Margarita – Jose Cuervo The pre-mixed drinks category Coppa Margarita – Toorank GOLD SILVER Piña Colada – Sainsbury’s continues to diversify. Hamish Coppa Cocktails Sex on the Beach – Toorank Bloody Mary – Sainsbury’s Raspberry Flirtini – Dirty Blonde Cocktails Smith, chair of this year’s Mojito – Funkin VK Cheeky Mixed Fruit – Global Brands challenge, sums up the mood Gin & Pick Grapefruit – G&J Greenall of the expert panel Gin Sin – G&J Greenall BRONZE WINNERS Gin & Tonic – Greenall’s Gin & Tonic hether it be on a consumer adds alcohol (red). Gin & Diet Tonic – Greenall’s Gin & Diet Tonic train, plane, ferry, Judges agreed a degree of The Authentic Cocktail Company Mojito – Manchester Drinks at a festival or even compromise by the consumer is Company at home ahead of a intrinsic to the nature of convenience Coppa Cocktails Mojito – Toorank night out, occasions consumption, so a pre-mixed drink Ginger Mojito – Sainsbury’s Wfor consuming pre-mixed drinks seem to shouldn’t be judged against a top- Viking Fjord Mojito – Arcus be multiplying, and so do the offerings. notch cocktail. More, it should be a Viking Fjord Raspberry Mojito – Arcus The 2012 Pre-mixed Drinks representation of the cocktail it is sold Cosmopolitan – Manchester Drinks Company Challenge was Drinks International’s as and should have relevance to the Coppa Cocktails Cosmopolitan – Toorank fourth examination of the category and consumer it is positioned to attract. Pomegranate Cosmopolitan – VnC Cocktails Mango Daiquiri – VnC Cocktails our most wide-ranging yet. With this in mind, judges found both Strawberry Daiquiri – VnC Cocktails This year’s blind tasting attracted pre- reasons to be positive and areas for Coppa Cocktails Piña Colada – Toorank mixed products from countries including improvement in what is, after all, still a The Authentic Cocktail Company On The Beach – New Zealand, Mexico, France, Holland, youthful category. Manchester Drinks Company Germany, the US and the UK. Drinks that scored highly tended After Dark – Sainsbury’s Drinks International assembled a to contain fresh fruit – not synthetic Blood Orange Mimosa – Dirty Blonde Cocktails panel of six judges for the event:. Dave flavourings – discernible spirits and Passion Fruit Caprioska – VnC Cocktails Broido, senior trainer, Shaker UK; stuck to the traditional ingredients Vodka Apple – Cell Drinks Chris Kelly, WSET marketing manager; of the cocktail. Judges observed that Vodka Caffeine & Taurine Reverb – Cell Drinks Andy Dennett, brand ambassador at Hi aromas were not as prominent as they Gin Fizz – G&J Greenall Spirits; Ian McLaren, head of product might have been but reasoned that training and mixology at Bacardi manufacturers probably intended the DESIGN & PACKAGING Brown-Forman; Neil Garner, Bar drinks to be consumed in-can or bottle GOLD WINNERS Wizards co-owner; and Hamish Smith, – not in a glass. My Cocktail Mojito – Manchester Drinks Drinks International news editor. The overriding feeling was that the The tasting, followed by the Design category is diversifying and increasingly SILVER WINNERS & Packaging round, was divided into ambitious in what it will take on – and Dirty Blonde Cocktails Raspberry Flirtini – Kristen Raskopf four categories: Classic Alcoholic while mistakes are made along the way, Drink/Mixer Combo (orange text in this is part of its evolution. the list of winners), Contemporary Certainly, an encouraging number of BRONZE WINNERS The Authentic Cocktail Company On The Beach – /Mixer Combo (green), the 2012 class were headed in the right Manchester Drinks Ready-Made Classic Cocktails, ie direction – towards fresh, unprocessed Coppa Cocktails Mojito – Toorank Mojito, Cosmopolitan, Margarita, ingredients, complementary alcohol Coppa Cocktails Margarita – Toorank Mai Tai, Daiquiri, Piña Colada and and sophisticated, relevant packaging Pacific Mai Tai – VnC Cocktails Others (black), and Classic Cocktails – design.

DI

14 Drinks International january 2012 drinksint.com Drinks International 15 Cocktail Ingredients & Mixers

Just the

It’s not just about the spirit when it comes to making great cocktails. Jaq Bayles Petrossian launched the Caviarcube celebrates the other essential elements earlier this year along with recipes for its use in cocktails, including the Caviar-tini, using Russian Vodka and a good cocktail is only equal showy – plumes of basil or mint leaves, hint of Vermouth. to the sum of its parts – twirls of fruit zest, shining berries – but The Caviar2 [squared] features and, although that sum is then there are those unsung heroes of the two different styles of caviar, being often a matter of simple long drink. Mixers. accompanied by a Caviarcube, a addition, there are times Any good knows there is cocktail and an olive stuffed Awhen a complex equation is called for. little point using a super-premium spirit with caviar. While some bars seek an edge to brand only to dilute it with an inferior The Russian Tradition, pictured help them deal with volume turnover, quality mixer. And mixer company Fever- above, adds a lemon into a for others it’s about the theatre of the Tree has benefited from responding to the Caviar-tini, with a Caviarcube or two cocktail and the alchemy of the finest fact that more and more bar professionals pierced with a to rest on ingredients. are waking up to the importance of the side of the glass. Some of those ingredients are naturally provenance throughout all ingredients.  p18

January 2011 drinksint.com Drinks International 17 Cocktail Ingredients & Mixers

“It’s a category that’s been so long says Stoop. “They drink a huge amount forgotten,” says Fever-Tree marketing of G&T and have hit a trend in manager, Saskia Stoop. “Mixers are premiumisation and people going out to often out of sight on the bottom shelf in bars. If they are going to pay more for a any bar and nothing is made on that bar spirit they need a good quality mixer.” of the long drinks.” She maintains that The latest launch in the Fever-Tree Fever-Tree – which, in the space of six stable has been a Mediterranean Tonic years, has grown to an 18 million-bottle Water, described by Stoop as “slightly company exporting to more than 30 more aromatic and designed for vodka countries – has succeeded in “elevating and light gins”. Containing the same fairly straightforward cocktails to having type of quinine and water as the classic a bit of theatre to them”. version, it has the additions of lemon Stoop continues: “The products are thyme and rosemary from Provence along fairly subtle so you can taste the spirit. with Sicilian lemons. People are becoming more interested in Another great innovator in the sector and more excited about premium mixers is the Funkin company, which produces or did infrequent cocktails or were hotel that look nicer and taste better and allow natural mixers and fruit purées and has bars. It was important to us to get across them to gain a better cash margin.” just introduced a one-litre pack for its to people how to make a simple serve A bit of celebrity endorsement doesn’t five-flavour mixers range – Strawberry cocktail. go amiss either – Fever-Tree products Woo Woo, Strawberry Daiquiri, “Miniature bottles have a place but are served in the world’s top restaurants, Cosmopolitan, Mojito and Sour Mix. as you step up the market and serve with the chef at El Bulli in Spain using the Company CEO Andrew King says of volume speed is important and margin tonic water to create a sorbet. the innovation: “We launched our mixers is important. Our customers were saying Indeed, Spain is considered one of two and a half years ago really for bars they wanted bigger packs, particularly Fever-Tree’s most important markets, that perhaps didn’t have the level of skills around pitchers.” King’s company has adopted the phrase “democratising the cocktail” to explain Cherishing cherries its range – it wants to make cocktails available to everyone. Following research suggesting that cherry juice And this is happening across the globe. can boost levels of melatonin – the hormone that Funkin has a base in Los Angeles as well regulates sleep – Cherrygood has reported sales of as the UK and King reports strong growth its juice doubling. in France with the market opening up in Researchers at Northumbria University in the Australia and India as well as mainland UK revealed the health benefits of Montmorency Europe. Funkin also sees the BRIC cherries. countries as “exciting”, but there are cost As well as being a drink in its own right, issues to be addressed. Cherrygood is used in a number of cocktails and King says: “It’s a tough environment was a major component of a cocktail designed out there and the cost of ingredients is by Christian Laboutin for the Elton John AIDs hitting bars. The price of fruit has gone Foundation. The drink comprises: a handful of fresh up this year. We use a little sugar cane raspberries; 15ml fresh lemon juice; a splash of and the cost of that has gone up Himalayan gogi berry liqueur; a teaspoon of freshly this year too. Looking at new markets is grated ginger; 70ml Cherrygood; 35ml Grey Goose part of where we can grow the business Citron and crushed ice. and keep costs down.” There’s more from the world of cherries with Keeping an eye on trends is all- Luxardo’s Maraschino Cherries, which are touted important and the past year has been as being especially good as a the year of the berry, according to King. to bring out the flavours “For Funkin this has been the year of of especially gin or bourbon- the strawberry. There’s definitely a trend based cocktails. around red berries on the high street and The cherries were recently we are definitely seeing a trend around launched in the UK having been ‘skinnies’ – that’s been going on for a 1883 de Philibert Routin Peppermint and Agave available in the US for some couple of years in the US, and has hit are new from the months. the UK in the past year. Lot of bars are stable. The company suggests Luxardo says it harvests the looking at the likes of agave so they can spicing up your cocktail card native Marasca cherries from have a skinny offering.” with a Peppermint Mojito or a fresh Peppermint vodka its own orchards in Torreglia And the next big thing? Both King and cocktail. It says of the Agave northern Italy and adds sugar Stoop agree there’s a trend in rum that’s variant: “This Perfect vegan syrup and a small amount of looking strong for the coming year. With alternative to honey is also more diabetic friendly thanks Luxardo Maraschino liqueur. that in mind, Funkin launched a Mai Tai to its low glycemic index.” mixer globally earlier in 2011. DI

18 Drinks International drinksint.com January 2012 HOT BAR BRANDS

Shutterstock/Maxim Blinkov INTRODUCTION Paul Prescott/Shutterstock.com Paul Big brands make the grade

ast year, I made mention of the dreaded multinationals are able to deliver. In 2010 for Marketing Research and the Hill Taylor partnership global recession – the artist formally example, Smirnoff shifted 24.3 million 9-litre cases. operating under the Market Research Society (UK) known as ‘the credit crunch’. It seems We might all love sampling a small-batch code of conduct. Lthe poor old credit crunch is still being vodka that has been filtered dozens – maybe even List-building involved more than 120 different stomped on by the recession monster and when hundreds – of times, but the boutique bottles aren’t data sources: websites, guide books and Drinks it comes to drinks brands, the trusted bastions of going to go far on a busy Saturday night. International lists. To qualify for inclusion in the booze still reign supreme. sample frame, bars had to be mentioned as among If your brand is hot in this year’s Hot Bar Brands About the survey the best in their region by at least two reputable list, then it has emerged from the battle victorious. Bar professionals are at the heart of this survey. They sources. Though in recession terms, the battle seems part of handle the brands on a daily basis and we consider Bar respondents were asked, category by an ongoing war. them best placed to vote for successful brands. category, which brand in their opinion was ‘hot’ – Perhaps in this time of austerity it’s not only the In order to achieve a representative sample of that is, increasing in sales or popularity/brand call customers but also the bartenders who look to this group, a sample frame was created, comprising at the bar. brands they feel they can trust. mainly those who manage or work in the World’s They were then asked, again by category, which On the other hand, most of these brands are 50 Best Bars from 2010. brand was their bestselling product. owned by huge multinational companies, which Research was conducted by Leslie Henry Lucy Britner have the marketing budget and business acumen to do battle behind the bar. And if you happen to work in the Regional breakdown of survey respondents bar du jour, chances are you will be bombarded with bottles, displays and Africa/Middle glassware if you promise to get into bed North America East 4% 12% with a brand. For all the talk of mainstream, Europe premium, super-premium, ultra- Asia Pacific15% 49% premium and – if you need to go one better – über-premium, the big premium Central & Latin America mainstays are getting the bar calls. 19% There is a certain logic to this – successful bars need volume and the

January 2012 drinksint.com Drinks International 21 HOT BAR BRANDS

Commercial gains TV advertising helps new additions to the list

rey Goose has returned to dance and the brand’s ‘spokeswoman’ best selling vodka the top spot after losing Svedka_Grl. Hot VODKA BRANDS out to Absolut in 2011. In the best-selling stakes, Smirnoff 1 Smirnoff 1 Grey Goose 2 Absolut GThe core of the list has keeps its position at number one and 2 Absolut 3 Russian Standard remained the same this year, with the Absolut hangs on to number two. 3 Belvedere 4 Skyy addition of Svedka and Beluga. Russian Standard rose a point to 4 Smirnoff 5 Grey Goose Of course, that means two brands number three but the success in both 5 Skyy 6 Stolichnaya have dropped from the list – 42 lists is Skyy. The brand has climbed 6 Stolichnaya 7 Wyborowa Below and Wyborowa. Svedka could from number nine to number five in 7 Ketel One 8 Sobieski be reaping the rewards of its first the hot list and from number six to 8 Svedka 9 Finlandia ever US TV commercial in 2010 – Are number four among the best sellers. 9 Russian Standard 10 Eristoff 10 Beluga You Bot or Not, featuring a 70s robot Skyy’s the limit. Gin sings A category gaining in popularity sees big brands and lesser-known gins rubbing shoulders in the lists ombay took the top spot in on the Forever London campaign and Oscars of the bartending world. Or both ranks last year but not the launch of Beefeater 24 as well as it could be the launch of the Tonight in the 2012 list. Beefeater special editions including Summer, We Tanqueray marketing campaign. Bhas made a steady rise Winter and London Market. Newcomers to the gin world Gin Mare to number one in the best selling Tanqueray is hot, hot, hot, rising and No 3 both feature in the list and, list – having been at number four in to the top of the pops for 2012. with the amount of gin launches we’ve 2010 and number two in 2011. This This is probably down to Tanqueray seen in the past few years, this is a could be down to Chivas Bros’ work 10’s presence in World Class – the great achievement.

Hot gin BRANDS best selling gin

1 Tanqueray 1 Beefeater 2 Hendrick’s 2 Bombay Sapphire 3 Bombay Sapphire 3 Gordon’s 4 Beefeater 4 Tanqueray 5 Plymouth 5 Plymouth 6 Gordon’s 6 Hendrick’s 7 Sipsmith 7 Blue Ribbon 8 Gin Mare 8 Seagrams 9 No 3 9 Gilbey’s 10 Seagrams 10 Seagers

JANUARY 2012 drinksint.com Drinks International 23 HOT BAR BRANDS Chivas breaks the mould Lighting up liqueurs First time in the top scotch spot for Pernod Ricard brand Chambord leaps into contendership out of nowhere

aileys continues to go is that famous rotund bottle that redesign the bottle. And, in the UK, the hot scotch brands hivas Regal and Johnnie like a train and it hasn’t appears on every backbar – Chambord. company also hosted a Rendezvous Walker are old sparring 1 Chivas Regal moved from the top since The raspberry liqueur didn’t even Party – which included a cocktail and partners in the Hot Brands 2 Johnnie Walker Black B the survey began. 2011 appear on the 2011 list and, although culinary competition as well as, er, a list. However, this is the first 3 Glenfiddich saw the release of Baileys Biscotti it made the grade in 2010, it was in the party. C 4 Glenmorangie time in the survey’s three-year history – following on from the success of bottom three. Patron’s XO Café is another big that Chivas has trumped JW to the 5 The Macallan 2010’s Baileys Hazelnut. So what’s changed? Well in 2010, hitter and most recently the company top spot. 6 Johnnie Walker Red But the real one to watch here brand owner Brown-Forman decided to hosted a pop-up bar in London. 7 Ballantines Glenfiddich has worked its way up 8 Cutty Sark the hot list but seems to be missing Hot liqueurs BRANDS best selling liqueurs 9 Famous Grouse from this year’s best sellers. 10 Monkey Shoulder 1 Baileys 1 Baileys Glenmorangie returns to the hot list 2 Chambord 2 Chambord after a year of absence in 2011. But 3 Grand Marnier 3 Cointreau best selling scotch the bar world seems to have fallen 4 Jägermeister 4 Jägermeister out of love with peaty Islays as both 1 Johnnie Walker Black 5 Cointreau 5 Amaretto Disarrono Laphroig and Ardbeg are missing from 2 Chivas Regal 6 Amaretto Disarrono 6 Luxardo Sambuca the 2012 list. 3 Famous Grouse 7 Patron XO Café 7 Grand Marnier New to the Best Sellers list is BNJ 4 Johnnie Walker Red 8 Licor 43 8 De Kuyper – Bailie Nicol Jarvie. This is a blended 5 Ballantines 9 Amarula 9 St Germain 10 Luxardo Sambuca 10 Bols malt and the success of the Johnnie 6 Dewars 7 BNJ Walker and Chivas Regal blends are 8 J&B testament to the importance of blends 9 Monkey Shoulder in the scotch whisky world. 10 The Macallan Rum diaries The top two continue to lock horns as Havana JD holds on to its crown Club moves into pole position for the first time

Jameson looked good for the top but may need another year hot rum brands uch like Johnnie Walker and Chivas Regal in the scotch category, 1 Havana Club 2 Bacardi Bacardi and Havana Club are used e really thought bartender psyche. So the 2013 list is is down to new owner William Grant & 3 Mount Gay Mto doing battle on the rum ground. Jameson might knock ‘one to watch’. That’s assuming, of Sons, which announced a multi-million 4 Captain Morgan But, for the first time since the survey Jack Daniel’s off course, that Jack Daniel’s doesn’t pull dollar investment programme for the 5 Appleton launched, Havana Club has been named hottest its perch this year something spectacular out of the bag brand earlier this year. 6 Zacapa rum brand, with Bacardi relegated to second W 7 Santa Teresa but perhaps the Irish giant’s new in the meantime. Suntory’s Hibiki is the place. expression and marketing campaign Tullamore Dew has crept on to the only Japanese whisky on 8 El Dorado Cuba does a lot of the work for Havana Club – need a few months to creep into the hot list for the first time. Perhaps this the best sellers list, but 9 Captain Morgan Spiced the island oozes cool and Pernod Ricard captured 10 Chairman’s Reserve Yamazaki has risen on the an element of this in its Nothing Compares to Hot other whiskies BRANDS best selling other whiskies hot list. American Havana campaign with stunning pictures of whiskey still rules best selling rum Cuba’s capital. 1 Jack Daniel’s 1 Jack Daniel’s the roost but for how Only 12% of this survey’s respondents are 2 Jameson 2 Jameson 1 Bacardi much longer? from North America – a market impenetrable for 3 Maker’s Mark 3 Jim Beam 2 Havana Club 4 Jim Beam 4 Maker’s Mark 3 Mount Gay Havana Club due to the trade embargo. However, 5 Wild Turkey 5 Buffalo Trace 4 Appleton Bacardi does produce a brand called Havana 6 Yamazaki 6 Bushmills 5 Captain Morgan Club in this sector. There are ongoing trademark 7 Buffalo Trace 7 Canadian Club 6 Angostura battles between the two companies and there 8 Bushmills 8 Wild Turkey 7 Santa Teresa will doubtless be a bigger battle if the embargo is 9 Canadian Club 9 Bulleit 8 Zacapa ever lifted. 10 Tullamore Dew 10 Hibiki 9 Sailor Jerry’s Santa Teresa has made a healthy return to both 10 Bundaberg lists, after being absent in 2011.

24 Drinks International JANUARY 2012 drinksint.com Drinks International 25 HOT BAR BRANDS

Hot tequila BRANDS

1 Jose Cuervo 2 Patron 3 Don Julio 4 Olmeca Hot shots 5 Corralejo 6 Sauza Old favourite tops the ranking but 7 Hornitos 8 Arette agave champion Altos is making waves 9 Cazadores 10 Herradura

equila super-brand Jose been pushing the brand in high-end best selling tequila Cuervo, which is distributed tequila joints in London and Paris – by Diageo, takes the top spot including Tomas Estes’ Café Pacifico in 1 Jose Cuervo in both polls again this year. London and La Perla in Paris, where the 2 Olmeca T 3 Sauza Olmeca is creeping up the best menus feature Altos cocktails. 4 Don Julio selling ranks, undoubtedly for the work Diageo’s premium Don Julio has 5 Arette its marketing team has been doing risen up the ranks in both lists – our 6 El Jimador with Altos, the brand’s 100% agave view is that the brand is enjoying 7 Patron tequila. being part of the big D’s Reserve 8 Corralejo It was launched in November 2009 portfolio and therefore Diageo’s World 9 Hornitos and parent company Pernod Ricard has Class cocktail competition. 10 Camino Real In the limelight Hot brandy/cognac BRANDS n the dark spirits stakes, whisky producers might be keeping 1 Hennessy All change at the top of the table 2 Remy Martin an eye on rum as it raises a 3 Courvoisier Ichallenge in some parts of the 4 Martell western world. he Big Four top both ranks 5 Delamain But when you hear from producers again this year but, for the 6 Hine that a country such as Taiwan is first time since the poll 7 KWV emerging as the second largest market started in 2010, they are not 8 Bardinet T in the world for Johnnie Walker, inyou the same order. 9 Camus are reminded that whisky is massiveLast in year and 2010 saw the ranking 10 Suntory South East Asia. as Hennessy, Rémy Martin, Martell, And Johnnie Walker is undoubtedlyCourvoisier. But, as you can see, Beam best selling brandy/cognac the brand that’s achieving most Global’s– the Courvoisier has jumped two

1 Hennessy product has become a status symbolplaces in the best selling ranks and one 2 Courvoisier in this part of the world, and thatplace in the hot list. 3 Martell it places in positions one and two Courvoisier was also hailed in 4 Remy Martin on both Hot and Best Selling listsDecember’s is DI Dozen round up for 5 Klipdrift evidence of that. being a stand-out brand in 2011. 6 Honey bee But then, if a bar professional Itwere looks like it didn’t just catch our 7 KWV asked to take a guess, few wouldattention. 8 Torres suggest a different leader. From punch promotions, age 9 Camus What’s interesting on the list then,statements is and even a rosé, the big 10 Fundador the addition of a couple of others,brand not is moving the category forward.

26 Drinks International drinksint.com JANUARY 2012 HOT BAR BRANDS Craft doesn’t dent beer giants Hot shots part deux It’s still the big boys who feature high in the charts hot brands overall Vodka rules the roost 1 Absolut 2 Grey Goose Hot BEER BRANDS 3 Belvedere lthough the media is o here we are, then. The 4 Patron 1 Corona awash with stories about hottest and best selling 5 Chivas Regal 2 Peroni the rise of craft lager across all categories. These 6 Havana Club 3 Heineken and consumers’ lack of lists show which brands 7 Skyy 4 Asahi A S 8 Bombay Sapphire enthusiasm for beer behemoths, the received the most votes overall, across 5 Kingfisher 9 Hendrick’s list features some of the giants – all categories. 6 Bohemia 10 Ketel One 7 Carlsberg Heineken, Carlsberg and Fosters to There’s A LOT of vodka to get 8 Tiger name a few. through here and Absolut, with its 9 Amstell Corona Extra is no small fish and its endless stream of limited editions and Best selling brands overall 10 Tsingtao ongoing association with the beach, new flavours, has got the attention of 1 Smirnoff DJs and generally having a good time the trade. 2 Absolut Mexican style, are probably all Smirnoff is the workhorse of the 3 Russian Standard best selling BEER notions as refreshing as the beer category – selling 24.3 million cases in 4 Beefeater 1 Heineken when it comes to living through 2011 (Millionaires) – so it’s no wonder 5 Skyy 2 Corona financial meltdown. its nearly everyone’s best seller. 6 Bacardi 3 Asahi It has also been making waves with 7 Havana Club 4 Kingfisher its Be There campaign. 8 Bombay Sapphire 5 Becks 9 Chivas Regal 6 Peroni 10 Grey Goose 7 Bohemia 8 Carlsberg 9 San Miguel 10 Fosters Hot bar none The usual suspects take to the floor Stirred by the shakers in the bartenders’ hot list

Hot Cocktail Brands The cocktail list features just one new his is the top 10 according without this role call. 1 Mojito 1 (1) to the bartenders we It’s a fairly even spread across all 2 Martini 2 (2) entry as the classic calls hold their own surveyed. Whereas the hot categories – rum, vodka, scotch whisky, 3 Long Island Iced Tea 3 (6) Tlist is what they perceived American whiskey, tequila. No brandies 4 Cosmopolitan 4 (3) as being currently most desired by the this year but who knows what will 5 Old Fashioned 5 (9) he Mojito is still a cocktail twist, you’re not alone in the Martini customer, this is THE list according to happen in 2012 to shape the 2013 6 Margarita 6 (4) giant, sipped the world fan club. the bartender. And what a line-up it is list? 2013. Phew, let’s not think about 7 Caipirinha 7 (5) over. From minty, sugary The Old Fashioned has crept up – we bet there aren’t many back bars that yet. 8 Singapore Sling 8 (New entry) goodness to number two the list – a testament to the classic 9 Daiquiri 9 (10) T – the daddy of cocktails – with a cocktail renaissance. The Cosmo might 10 Bloody Mary 10 (8) serious hit of booze. Whether you hit the top spot if Carrie et al ever do a (Last year’s placings in brackets) like it shaken, stirred, dirty or with a third Sex & the City movie. Bartenders’ top 10

1 Havana Club 2 Grey Goose

Skyy Ultimate Martini 3 Jack Daniel’s 4 Absolut 5 Belvedere 6 Tanqueray 7 Canadian Club 8 Johnnie Walker Black 9 Jose Cuervo 10 Patrón Shutterstock/2523studio

28 Drinks International JANUARY 2012 drinksint.com Drinks International 29 Vodka Cocktails

Although vodka can be mixed with anything and everything, producers in eastern and central Europe prefer the light touch when it comes to cocktails. Patience Gould checks out the action Just keep it

odka has a very easy – particularly those produced in the west only argue that the more you do to it, the association with cocktails – – which are distilled to be neutral, while less it will give you back in return,” says think the Bloody Mary, the vodkas produced in Poland or Russia Smith. “It’s best to apply a ‘less is more’ Martini, more recently the from rye or potatoes are more distinctive, approach.” ubiquitous Cosmopolitan with both earthy and spicy notes. and,V further back, the Gypsy Queen – but Of course, in central and eastern International flavour unlike other spirits there is not a rich Europe vodka was a way of life and it Keeping it simple is something close repertoire of classic cocktails to draw was traditionally consumed with food, so to the heart of operations at Russian on. That said, in terms of the mixing had to be stronger tasting to stand up to Standard – a brand which has burst on firmament vodka stands on its own. the likes of pickles and smoked meats. to the international stage in the past five Put simply it is without doubt the most “These vodkas from central and eastern years. The producer is very keen that the versatile spirit in the world, but this very Europe are produced to retain an echo of vodka should be consumed neat, or taken mixability is now proving a double-edged the raw material they are distilled from,” in conjunction with fruit juice, which is sword. On the one hand it can be mixed says Smith, “and as a result are more traditional in Russia. with literally anything but on the other, fascinating to use in cocktails. There is “Superstitions and rituals are part of arguably little skill is required to conjure a reason why the is an everyday Russian life and vodka is not up a voddy cocktail. The gauntlet for iconic classic cocktail since a special type excluded from these traditions, either,” the mixologist may be thrown down but of magic occurs when great vodka and the company says in its website cocktail currently there is a noticeable ‘ennui’ vermouth are combined in a shaker.” guide. “Always remember to leave your when it comes to picking it up. The general rule with vodka is to “keep glass on the table when your drink is “It’s a funny spirit – it means so much it simple” and arguably there is no classic poured, to raise it while a toast is being to people in eastern Europe,” says cocktail more simple than a Martini. proposed, and to keep it in the air until Belvedere’s Claire Smith. “In the west That said, the Martini would instantly you’ve drained the glass. Between glasses though, we have a strange relationship expose a poorly made vodka or a below of Russian Standard, try following with it – it’s lauded in nightclubs and it’s par vermouth. Ergo the more complex another Russian custom – sipping a fresh very popular obviously, but mixologists and multifaceted types of vodkas will juice. This is not to ‘chase’ the vodka, but have become a bit cynical because of its shine in the likes of the Martini and other rather to give it a new intensity, to bring huge spectrum of diversity.” cocktails, particularly those that combine out its natural depth and spice with your It’s this very diversity that has aided rye or potato vodka with bitters, other choice of refreshing , be it cranberry and abetted the notion that vodka is a tinctures or . or grapefruit, pineapple or redcurrant.” spirit “devoid of personality”, and that “Someone once asked me if there was This flavour enhancing is another key it has no taste. Indeed there are vodkas anything you couldn’t do to vodka, and I facet which vodka brings to  p32 january 2012 drinksint.com Drinks International 31 Vodka Cocktails cocktails as it brings out the flavours of al – while today’s ‘in’ flavours are ginger the other ingredients in the concoction. Cocktail and honey,” says Finlandia’s master taster This can be seen from one of the earliest recipes Markuu Raittinen. “Egg white is back, it vodka cocktails, the Gypsy Queen, featured a lot in the Long Drinks category thought to have been introduced in the Belvedere Summer Mary – to make the drinks look nice and foamy late 1920s. This is a straightforward (This is a batch recipe) – it used to be old school though.” combination of vodka, Benedictine and 10oz Belvedere Bloody Mary orange bitters – and it’s evident that 15oz orange juice Great invention vodka’s role in this drink is to lengthen 6oz red pepper juice Without a great classic cocktail the taste of Benedictine. 3oz tomato juice repertoire, vodka’s position in the mixing arena has to be constantly underlined and Bloody Mary This was developed by master distillers Pour all ingredients into a updated, but – and it’s a big one – it is the Of course the cocktail with which vodka at Stolichnaya Premium vodka alongside glass jug. Orange slice and only spirit of late to have found a cocktail is most associated – some might say is leading mixologists to create “an inspired basil leaf garnish. for itself in the 1990s. synonymous with – is the Bloody Mary. collection of vodkas”, including Blood That is, of course, the Cosmopolitan This tomato juice and vodka confection Orange & Basil, Lychee & Rose and Bloody Ceasar (below left), an easy-drinking mix of is unique in that it’s so easy to make at Ginger Root. “The flavour infusions (Variation on a Bloody Mary vodka, Cointreau and cranberry juice. home and to your own taste, and bars help to create a range of unparalleled and popular in Canada) Its popularity was fuelled by the cult TV around the world often boast their own vodkas which elevate the cocktail 1½oz vodka series Sex & the City, and its position in bespoke Bloody Mary. While it’s a shame experience and redefine flavoured 6oz Clamato Juice the vodka cocktail pantheon is assured that the Bloody Mary is associated with vodka,” the company says. for rim – but it has already become somewhat a hangover cure – and it is a marvellous Preserving the traditional production passé. one – it is nonetheless an excellent ‘brew’ method Stolichnaya is known for, the Rim glass with lime and celery Why is this? Well it’s all to do with in its own right. brand uses a premium quadruple- salt. Put ice in glass, add vodka fashionability. Vodka is big on image To this end Belvedere has launched its distillation method and a four-stage and clamato juice and stir. – and who is seen drinking a brand Bloody Mary product – a vodka infused filtration process to yield the highest is critical for certain vodkas. Indeed, with the seven essential ingredients: quality vodka, which boasts “complex Moscow Mule celebrity and ‘bling’ are positively courted horseradish, black pepper, bell pepper, layers of aroma and flavour” – all very 2 parts vodka – all of which is very transient and chilli, distillate, tomato and typical of central and eastern Eurtopean- 2 parts lime juice expensive. lemon. This is a genuine first and it’s a produced vodkas. Top up ginger beer Vodka’s most enduring and famous good move as, to date, the lion’s share 1 lime slice ‘backer’ is undoubtedly James Bond, who of the action around the Bloody Mary Bartender competitions 4 ice cubes (crushed) always ordered his vodka Martinis to has been in the tomato mix and not the While the flavours dimension is 1 orange slice be “shaken, not stirred” which, for the vodka. undoubtedly a good route to getting supposedly suave government agent, is “This is the first real savoury vodka vodkas noticed and behind the bar, Put the ice cubes into a somewhat surprising – but there you go. – and it’s exactly like a Bloody Mary. It other activities are also ongoing. Not . Add the At the end of the day, as Finlandia’s has a wonderful complex savoury base,” surprisingly, vodka cocktail competitions vodka and lime juice Raittinen puts it: “Vodka doesn’t bring says Smith. “You can abound, all and shake. Pour into taste – it works as a booster – it gives the add tomato pitched to a hurricane glass, top up kick that makes it more palatable. It’s a juice, ensure the with ginger beer and stir. platform for flavours to shine.” And the or serve ongoing Decorate with the slices. trick for a good voddy cocktail is to find it straight interest of the that platform. DI over ice and international it’s delicious with bartending pineapple juice.” fraternity. This move is The Finnish vodka significant within the Finlandia has been vodka flavoured category staging its competition on which has been dominated by home turf for 14 years now and fruit-flavoured vodkas – some regularly attracts top bartenders of dubious quality it has to said – from more than 30 countries around and other producers are now hot the world. on the trail in order to maintain the This year, in order to update mixologist’s interest. the competition and make it more Aside from Absolut, a brand that consumer-friendly, social media was paved the way to the vodka explosion involved in the judging. of the past 20 years, Stolichnaya, These competitions are good because, which needs no introduction, was aside from engaging bartenders, they the first vodka to bring flavour to the throw up trends in the mixing world, arena and is maintaining its cutting and this is the case with Finlandia’s edge with the launch of its Premyr Vodka Cup. “If I look back two years Mixology Collection this year. it was all herbs – basil, rosemary et

32 Drinks International Cachaça Shutterstock/Paulo Williams achaça is a hulking market can gain traction here then the heavyweight of a Brazil’s national spirit is confined mostly to opportunity globally is significant. One category. At about a only needs to look at the history of the billion nine-litre case sales its own country’s shores. But Hamish Smith tequila category as an analogy.” a year it dwarfs the likes unearths a number of factors that look about For Cabana, the development of ofC gin, tequila and cognac (Euromonitor cachaça’s reputation as a premium International). And, contrary to popular product overseas will not only serve the belief, Brazil’s national spirit more to change all that brands with international pretentions. than keeps apace with production of “The growth internationally of the rum in the whole of Latin America. category, driven by more premium Yet, despite its almighty scale, cachaça brands, is helping to grow demand at the is mainly a domestic deity. A lopsided premium end of the market in Brazil,” 99% of consumption of the sugarcane says Antilla. spirit happens under the sunny skies The category’s second in command of Brazil. Where cachaça is concerned, Leaving (behind Pirassununga 51) is Pitú, international markets remain largely in which sold 10.2 million cases in 2010 the dark. (Millionaires 2011). Its sales split is 97% Global enlightenment has long been domestic and 3% international, but Pitú on the agenda, though. There has been also has outward ambitions. “Export talk of cachaça’s enormous potential, is surely the answer”, says Andrea its diversity of styles, the delicious and Baumgartner, international marketing marketable Caipirinha cocktail and the director of Pitú. “The demand for the current cult popularity of everything category in strong international markets Brazilian. But meaningful actions from will increase the wish to develop cachaça the category’s prominent players have in the home market.” For Baumgartner it Pitú sees exports as key to boosting home market consumption yet to follow words. Historically the is cachaca’s diversity of range – aged and category’s biggest barrier to global bars of the world? For international- American movement, claims to be un-aged, gold and silver styles – that will domination has also been one of its facing super-premium brand Cabana growing in double digits every year. “It’s foster interest overseas. “Perhaps we will strengths. Cachaça is the treasured Cachaça, the opportunities of the 2014 exciting to be part of this first generation see some bars having a diverse range of drink of a country that is a provincial World Cup and 2016 Olympics don’t to break out of Brazil,” says Gomes. cachaça as their USP, in the same way as town away from numbering 200 million confine themselves to the sporting period. “The US market is in some ways one some have embraced tequila.” people. While there have been enough “Important in my opinion is how any of the most open markets in the globe So, counterintuitive as it may sound, thirsty mouths, cachaça brands have been momentum from those events can be because American consumers have no the remedy for cachaça’s domestic content within their own borders. leverage for long-term, sustainable issues falling in love with a foreign brand malaise in volume sales could be success,” says brand founder and CEO – and that’s not the case everywhere. found elsewhere. “It may seem like a Volume down Matti Antilla. Most new major brands have been born contradiction but the key to cachaça’s But with domestic volume sales or became famous in the US before success in this newly affluent Brazil is having dipped by about 1% – the Premium exports hitting the world markets – Patrón, the international markets, not the other fifth consecutive year of decline For most of the heavyweight cachaças, Hendrick’s, Skyy, Absolut, Smirnoff way around,” says Bossa’s Gomes. “Like (Euromonitor) – there is a growing exports appear an afterthought. It even.” most countries, Brazil is susceptible to the acceptance that future growth will not is brands at the premium end of the But without an international attraction of the exotic, the foreign. You come from cachaça in its traditional, business that are asking all the questions generic body to homogenise could say that ‘the spirit is always more commodity form. There is an increasing of the category’s international suitability. brands and message, and to premium over the border’. Just look at embracement, theoretically at least, that As a potential growth export market, the coordinate campaigns, the likes how the Swedes became proud of Absolut international markets may finally have a US is increasingly looking like the answer. of Leblon and Bossa blaze lone vodka, a previously stodgy government- role to play – though probably now more Estimates vary as to the size of the US trails in the market. owned company that later became a cool out of necessity than adventure. cachaça market – possibly due to the Cabana Cachaça international brand. Likewise, “The Brazilian cachaça industry confusion caused by its classification as is another in this a similar process will occur in shouldn’t rest on its laurels in Brazil Brazilian Rum – but according to Gomes vein and, albeit with Brazil – when the right cachaça and continue to wait for the world to the US is set to surpass Portugal as small volume, it has brand reaches a critical mass come and invite it to the major league cachaça’s second export market, behind achieved what has and gains that ‘coolness factor’ of world spirits,” says Cosme Gomes, Germany at somewhere around 160,000 traditionally been seen internationally.” head of business development for super- cases. as unattainable – 70% premium cachaça brand Bossa. “Brazilian One of the most active brands in the of its sales come from Domestic dedication producers should be more present market has been the self-styled ultra- the US. “It’s the most That cachaça will probably not abroad – investing, refining its messaging, premium Leblon, which is finished in XO important market for be the fourth biggest brand, innovating, acquiring brands and forming cognac casks. Part-owned by Bacardi, the Cabana right now, as Ypióca. The fifth-generation, partnerships.” brand has attracted attention with the it’s the most receptive family-owned, 165-year old And what better time to take product ongoing Legalise Cachaça campaign – a to the premium end producer seems content with the to market than when the culture and marketing stunt aimed at raising awareness of the category,” says domestic market and, with sales back-story of the category is about to by sniping at US drinks regulators. the brand’s Antilla. “If of more than 6 million cases this be projected into the living rooms and Bossa, another front-runner of the the premium end of the year, it has reason to  p37

34 Drinks International Drinks International 35 Cachaça be. Despite having made an early debut in the US during the 70s and collecting sales invoices from as many as 40 world markets, the brand may just have concluded that the Brazilian market is plentiful enough. “Our international sales are still very tiny and not relevant compared with the domestic sales,” says Ypióca export manager Guilherme Coelho. “Our strategy has been built aiming at the Brazilian market as we see the potential for growth in the premium segment and innovative products for quality brands.” Though, with a full spectrum of cachaças, which include the super-premium Cachaça Rio and anniversary expression Ypióca 160, the brand, like many others, is developing products that would suit more discerning palates. Certainly the category leader Pirassununga 51, which sold a Bacardi- bettering 19.5 million cases in 2010 and markets. The Italian group’s acquisition, Cane reaction: new wealth driven by socio-economic improvement,” offers the gamut of styles, isn’t perturbed which came in August, was described among consumers is seeing says Bob Kunze-Concewitz, chief increased demand for better by the gradual drop in domestic volumes. as the “market leader in the premium quality cachaça executive officer of Campari. “The cachaça market is shrinking at cachaça”. Campari had already dipped Since Sagatiba was founded by a historical rate of about 1-2%,” says its toes into the market in 2010, when it Brazilian entrepreneur Marcos de Moraes the brand’s CEO, Ricardo Gonçalves. distributed the brand, but seemed assured in 2004, the company has expanded “What is important is that the trend is enough to pay US$26m for Sagatiba and to offer a portfolio including aged mostly towards increasing value and says it sold 112,000 cases in 2010 – two- expressions Velha and Preciosa – aimed sophistication of the category.” thirds of which was in Brazil. “Sagatiba at an older demographic who drink enables us to tap into the largest segment The headquarters of Ypióca the spirit neat – and its un-aged Pura, Upgraded offering of the Brazilian spirits market as well as – a company that remains marketed towards younger drinkers. So perhaps the continuous volume leverage the premiumisation trend being domestically focused Bossa’s Gosmes fears that one day decline in Brazil isn’t actually as dramatic the added competition from the world’s as it sounds. With new wealth among heavyweight drinks groups could spell consumers, domestically focused brands trouble for brands that rely too heavily have started to evolve and innovate to on the domestic market. “For now Brazil meet more discerning tastes. is big enough for any of the large cachaça Gomes picks up the thread: “The manufactures, but the future could be cachaça industry, which until recently totally different. was viewed as large but unsophisticated, “New players will certainly enter Brazil is now upgrading its offerings, renovating and threaten their control of that market, packaging and launching different especially if they are allowed to grow concepts. What’s new is that a lower- unchecked internationally.” income population is now maxing out Talking from opposite ends of the the first new credit cards to splurge on cachaça philosophy, unsurprisingly 51’s anything viewed as previously reserved Gonçalves disagrees: “We welcome new for wealthy Brazilians.” companies, especially of the size and shape In the maelstrom of a rapidly changing of Diageo, Bacardi and Campari, because marketplace arises the opportunity for they will work to build the market.” newcomers. Diageo’s presence is old news The docking of international drinks – it’s been testing the water with Nega groups into port Brazil, whether to trade Fulo for a decade and remains poised, but at the premium end of the domestic Pernod Ricard is also lurking with Sao market or as a platform for overseas Francisco and Janeiro. offensives, is surely a compass point in Perhaps more significant though are the the right direction. Whether the current moves into the burgeoning premium end leaders of the category ever charter a of cachaça. Rum giant Bacardi’s Leblon voyage of world exploration of their own and Campari with Sagatiba have the remains to be seen. Certainly, with their distribution networks, marketing budgets new premium products on board the and knowhow to break international journey will be a much smoother one. DI january 2012 drinksint.com Drinks International 37 Australian Wine

Consumers in Australia’s top two export markets are abandoning its wines for cheaper alternatives, according to Wine Intelligence, leaving producers wondering if Asia will grow big enough to compensate for US and UK declines. By Graham Holter

McGuigan is a household name in UK markets

Nielsen statistics for the US off-trade inability to hit price points. The consumer market show that Australia is still the likes our wine at a price, according to the second most successful exporting nation, buyer. after Italy. But in the year to September “We have seen a decline in the UK 2011, sales value crashed by 9% and market over the past five years to the volumes by 4%. point where we have little in the way of Is the sun setting on Tim Boydell, director of sales and branded sales and the sales we do have are marketing at Angove Family Winemakers, buyers’ own brands, exclusive brand or says Australia’s main problems in the US bulk. The volume is substantially reduced are the strong Australian dollar, changing from where it was when it was a standout fashions, oversupply and the discounting number one export market for us.” this encourages, and “the Yellow Tail Stephanie Duboudin, Wine factor – it became so successful it was no Intelligence’s country manager for longer cool”. Australia and New Zealand, agrees that “Our run as the flavour of the month currency has been a major headache for as the New World wine of choice has exporters. “The high Australian dollar been halted,” he says. “However, it had has crucified profits for producers in to, let’s face it. Wine is like fashion and export markets, with many producers food: trends change and consumers move selling at a loss just to keep the channels with the trends. of distribution open in the hope that the “We have had to modify our offer dollar will recede again,” she says. “It’s and ensure that we take on board very common for producers to be pulling feedback, and review research from our out of export markets at the moment.” poor 2011 vintage, a will probably never go out of fashion. Sunset over Leasingham consumer is disconnecting from consumer base has grown from 21% of expert partners, to ensure our offer is She also suggests that Australia has rising dollar and stronger There’s also evidence that Australia is vineyards Australia,” says Wine Intelligence chief the UK wine-drinking population in 2008 relevant to the marketplace and fashion become a victim of its own laudable competition from rival making progress in the super-premium operating officer Richard Halstead. “In to 25% now. “And in reds, a number of of the time. We have done so and are attempts at diversification and countries: it all adds up space, though from a very small base. the UK alone there are 4 million people other countries – Chile, Argentina, South growing in sales.” regionalism. “Australia has more than to a recipe for crisis for The latest Wine Intelligence consumer who used to buy Australian wine and Africa, and Spain – have successfully 60 wine regions across a range of areas AAustralia’s winemakers. behaviour data on the US and UK reveals now say they don’t. If you ask them, they emulated the fruit-centric, low-tannin Price sensitive and climatic conditions. This leads to a “This is absolutely the hardest time that that the proportion of regular wine may well say they still like Australian style that made Australia famous,” Boydell believes that the problems in the complicated message to communicate you could ever imagine the industry could drinkers who say they’ve consumed wine – it’s simply a case of not having Halstead adds. UK market are slightly different. “The about brand Australia and what styles of be in,” Alister Purbrick, chief executive of Australian wines in the past six months a reason to buy it, or perhaps more UK market has always been incredibly wine we produce. central Victoria’s Tahbilk Wines, told the has fallen significantly since 2008. accurately a better reason to buy wine Worrying US picture price sensitive,” he says. “If the deals do “We were originally known for good Sydney Morning Herald recently. “There In the UK, traditionally Australia’s from elsewhere. ” “Perhaps the more worrying picture is not work the buyers will find a supply quality fighting varietal wines in these is nothing else that could go wrong in our biggest export market, 59% of the Why should this be happening? in the US. The data suggests that one in country which will make them work.” key export markets. That message industry that’s not already wrong at the monthly wine-drinking population say Halstead argues that rising prices of five American wine drinkers – around The challenge is made harder by the has been broadened to include more moment.” they have drunk Australian wine, down Australian wine, thanks mainly to a 15 million consumers – have stopped small number of buyers who control premium wines, which has, in turn, made Purbrick’s pessimism seems to be from 73% in 2008; in the US the decline strongly appreciating Aussie dollar, drinking Australian wine in the past two the bulk of sales, and the cosmopolitan it more complicated for the average well founded. New data from Wine is even more dramatic, from a high of has hampered the country’s value for years. Again, I would caution against nature of the market. “They have made consumer in the UK or US to understand Intelligence suggests that mainstream 48% of the monthly wine-drinking money proposition among mainstream thinking these people have actively sure that Australia is interchangeable what we do best.” consumers in established markets are population in 2009 to 28% in 2011. consumers. At the same time, a surge abandoned the Australian category – they with other New World wines,” Boydell Not surprisingly, many Australian drifting away from Australian wines. “The most serious problem for in demand for lighter white wines has may just be substituting their regular says. producers are turning their gaze to Sales volumes are still high, and the clean, Australian producers in the UK is there dented the traditional Aussie Chardonnay Aussie Shiraz purchase for an Argentinian “Fashion has also moved on in the UK. emerging markets closer to home. “Asia fruit-driven styles Australia is known for is growing evidence that the everyday trade and benefited New Zealand, whose Malbec.” Importantly this is driven more by our is certainly the focus region at  p40

38 Drinks International january 2012 drinksint.com Drinks International 39 Australian Wine the moment for Australian producers,” says Duboudin. “There is a very positive association between Australia and many Asian countries. We are near neighbours and it has been the one region with the shining light of growth in sales for Australian wine. “It is very likely that, for many producers, Asia will become more important than some of the traditional export markets – but it’s unlikely to be the case for everyone. Asia is a complex operating environment and the pay-off is there for those that get it right with the right product offering, packaging and, the most important factor, good distribution. But it’s certainly not going to be the case for everybody.”

Potential growth Lucy Anderson, director of Asia for Wine Australia, says Asia offers a mixture of opportunities. “Currently, mainland Shutterstock/Shane White China offers the biggest growth potential for Australian wineries due to the current reality,” says Anderson. “In my Australia is looking to the downward trends in the US and UK. population and growing number of wine opinion it is the middle ground that will emerging Asian markets to Says Boydell: “China is massive. They fill the gap being left by the drinkers in the market,” she says. end up being the winner – wines that UK and US have an incredible thirst for knowledge “There are a number of other countries offer quality, are trusted and known and the fashion is very much in our where we are seeing steady increases brands and appeal to local tastes. favour – it is cool to drink wine. We are in Australian exports. However, all of Australia is well positioned to deliver seeing potential across the board but the these markets are off a relatively small these wines.” top and bottom get the most focus from base – such as Vietnam – or are relatively Understanding Chinese consumers the Chinese. mature markets such as Hong Kong is tricky, not just because the country “China will be our number one export and Singapore and don’t necessarily is so vast and cultural differences exist market in the next four years if it keeps have the same potential number of wine between major cities, but because the the current rate of growth.” consumers.” market is evolving so quickly. For Anderson at Asia Wine Australia Already the Asian markets offer a instance, Wine Intelligence focuses hopes exporters will take an intelligent better price per litre for Australian wines its consumer research on four cities approach to China. “I think the metrics than the US or UK. But isn’t China a – Beijing, Shanghai, Wuhan and for measurement are changing and we problematic market in that consumers Guangzhou – and on the upper-middle should not just look at volume growth or only seem to be buying at the top and class wine drinkers who live there. market share,” she says. bottom ends of the price spectrum? The big question is whether this “I do not think Chinese consumers expanding urban population, with its Sustainable pricing ‘want’ wines at the top end or bottom fixation with western drinking habits, “There is no point in Australia exporting end – rather, I think this reflects the will grow big enough to compensate for larger volumes to Asia if the price points or volumes are not sustainable. If we look at current figures, China and Hong Kong make up 7% of export volume but 13% of total export value. This demonstrates a sustainable position. “However, there is still a lot we do not know about China which makes it difficult to predict the future. “I think, and hope, that Asia – China in particular – can provide Australian wineries with an opportunity to get things right. By this I mean ensuring price points and volumes are sustainable, building loyalty to brands/region/country, not to price-points, and planning for the long term instead of being satisfied with short-term results.” DI

40 Drinks International drinksint.com january 2012 WSET

From our own correspondent

David Wrigley, the WSET’s international Shutterstock/Solid development director, reports this month from New York on the work of the organisation throughout last year

ere’s a quotation I’ve always liked: H“Physicists and astronomers see their own implications in the world being round, but to me it means that only one-third of the world is asleep at any given time and the other two-thirds is up to something.” (Dean Rusk, US Secretary of State 1961-1969). The quote turned up in my desk diary for the first week in January last year, and if you interpret “up to something” to mean involvement in WSET programmes, it turned out to be a fair prediction of WSET’s world in 2011. We certainly hit the ground running – the first week of the new year had not ended before international development manager Jude Mullins and WSET’s research & development director Antony Moss had left for California to run the first WSET Educator Training Programme of the year and further training for the two new diploma providers in southern California. The Educator Training Programme – our ‘train the trainer’ package – is a key element of WSET’s quality system, ensuring that any student of a WSET course anywhere in the world is going to have a positive and consistent experience. Over the course of the year we delivered this training in Los Angeles, New York, Adelaide, The WSET had some 35,500 examination candidates around the world in 2011 Tokyo, Istanbul, Charlotte (North Carolina) and Hong Kong, as well as numerous times in London. and training departments. We see our current these and the numerous other countries also And to the Educator Training Programme providers as often as we can given the scale of showing growth have more than made up for we have now started to add training for local the task: WSET now has 440 providers in 55 those who have had a tough year either through assessors of the new Level 1 Wine Service countries. economic circumstances, particularly in Europe, qualification. Between them they have defied the climate of or natural disasters such as the Great East Japan At the heart of this qualification are the economic gloom and, by the end of the academic Earthquake. practical skills of wine – and customer – service, year in summer 2011, had seen more than But overall – and especially when you add the and a multiple choice examination is not 35,500 examination candidates, 70% of them in new possibilities afforded by our online learning going to test these ‘live’ skills enough. So the countries outside the UK. programmes into the mix – it really does seem as candidates are observed in a wine service setting, This represents a growth in WSET’s though, at any given time, in that two-thirds of which means we need to recruit and train local international business of a remarkable 40%. the world that is awake and “up to something”, assessors to observe on our behalf. The major growth has come in China, where someone is studying for a WSET qualification. All this we do alongside visits to our current our investment in translation has paid off, and and potential Approved Programme Providers, also in India, where a major multinational has Contact David Wrigley at [email protected] our network of independent schools, colleges taken on our Level 1 spirits programme. But or via wsetglobal.com

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beefeater 24 SMith sips volare cocktail toasts DI’s Hamish Smith slips into something less of the month sweetapple’s gin & tea comfortable as he peruses the world of celebrity endorsement

yes fixed on the milky, generous features of bungle came just Ethe near-nude burlesque dancer on stage, for recently. The seemingly Mixologist Nick Strangeway with alternative a discernible period I am completely unaware of safe hands of UK Bloody Mary winner Robin Webb what I’m drinking. Which I’m guessing is not the celebrity-cum-Café desired effect of the event. I’m actually holding a Collection brand ambassador Aleisha Dixon were Spirits Cointreau cocktail and the figure on stage – now found last month wrapped around a bottle of wine perched in a giant Martini glass splashing about as she downed its contents on national television. In this month’s Volare like an amorous First Cape employed

CarlaVanWagoner/Shutterstock.com In The Mix, Gianluigi raised in synchronised the Strictly Come Bosco, Volare global brand swimmer – is the Dancing (UK version ambassador, is going Bloody Mary brand’s ambassador, of Dancing With The to show you a cocktail the celebrity model, Stars) judge to front created using Volare Challenge dancer and all round its line of low-alcohol Amaretto. Amaretto tease, Dita Von wines. She has since liqueur is a traditional Calling for Bloody Mary three times is said (Teese). apologised to her Italian product, produced in English folklore to summon a ghost, but For the brand, Twitter apostles for using the best Italian keeping it to two is fine – the 12 bartenders at Pernod Ricard brand Beefeater has crowned the the partnership is being “pickled” on the almonds and the finest International Spirits Challenge gin judge Desmond the Tabasco British Bloody Mary Challenge champion of its Beefeater 24 Gin & Tea international a good fit. Aided BBC chat show but at sugar. This month we created a recipe that Payne, tea writer Jane Pettigrew and London’s LTD@The were perfectly safe. cocktail competition. by the campaign the time of going to combines it with a traditional French product, Social bartender Dré Masso. Their interpretations of a classic Bloody Jacob Sweetapple from The Refinery in Vancouver, Cointreauversial, press First Cape had cognac. As you might know, France and Italy Payne said: “This competition was about much more Mary and an alternative Bloody Mary were Canada, took the plaudits after prevailing from a there is some, as yet to offer Dixon a are always arguing about who has the best than simply creating a good cocktail, it was also about judged at Mark’s Bar at Hix in Brewer Street, multiple-round, day-long final at the brand’s London marketers would term contract for 2012. food, the best football team, the best wine the contestants’ ability to take on the knowledge they’d London. distillery. it, ‘natural synergy’ For those of us and so on, so that’s why we decided to call been given throughout the day and apply it in a creative Roman Foltan of the Langham Hotel, It was the third Beefeater 24 cocktail competition but between brand and not obsessed with this drink: way with their cocktails. London, took the prize for best classic Bloody the first to focus on the theme of tea – which accounts celebrity. Though people we don’t know, “The competition demonstrated the bartenders’ Mary, while Robin Webb, of 64th and Social, for two of the expression’s 12 botanicals – and to include this is a rarity – in brands’ celebrity understanding of cocktails and the huge potential of tea aLl time rivals Clapham, London, created the best alternative bartenders from international markets. most cases the link parading can appear 10ml Volare Amaretto as an ingredient.” version of the cocktail. Organisers estimated that about 100 contestants is tenuous. It is all obsequious, lazy and 40ml Vanilla-Infused Cognac The prize for Sweetapple is a trip to Japan, which The judging panel comprised food writers had taken part from the beginning to the end of the too common for condescending to the 30ml Cranberry Juice will include stays in Tokyo, Osaka and a visit to a tea Charles Campion and Tom Parker Bowles, competition, with the eight finalists coming from four brands to shoe- consumer. Why not 5ml Simple Syrup plantation. mixologist Nick Strangeway and the host bar’s countries – two from each of Canada, Greece, Italy and horn international leave the job to the 3 Large Strawberries owner and restaurateur Mark Hix. the UK. bigheads into professionals – trade Sweetapple’s tea-based cocktail, The T Campion said: “We had lively debates over Brand ambassador Tim Stones said: “Two of Beefeater ea Keeper, is marketing roles professionals that In a Boston glass, muddle three large as follows: one or two as the standard was so high, but 24’s key botanicals are Chinese green tea and Japanese or economic is. You never know, strawberries. Add the rest of the ➔ 2oz Beefeater 24 gin after revisiting all entries, these two had the Sencha tea. We chose them [as the theme of the partnerships on the basis that people recognise those with genuine knowledge and experience ingredients and shake well. Double ➔ 0.25oz Homemade vermouth edge. Roman’s balance of flavours was just competition] as a way to get people to think about tea their faces. of the industry might be better purveyors of a strain in a cocktail glass and garnish (Beefeater 24 gin, Kuchika tea, fruit perfect and Robin’s recipe and presentation and use tea in cocktails.” In recent times we’ve learned that Bruce Willis brand’s message than a flimsy and incongruous with a small strawberry. infused white tea) were inspirational.” The competition comprised a blind tasting of varying thinks Sobieski is the best vodka he knows, that endorsement. This may not be glamorous but it To obtain a vanilla-infused cognac, put a ➔ 0.25oz Campari (steeped with Webb and Foltan have won a trip to New spirit macerations, tutored tea and sushi-making sessions Carlos Santana feels spiritually connected to Casa has substance – not a bad message for brands to vanilla stick into regular cognac and let it rest Orleans, Louisiana – the home of the pepper and two cocktail-making rounds – one tea-based and Lapsang Souchong tea) Noble tequila and that Pharrell Williams is all communicate, you would think. for about a month. sauce. one pre-prepared. Throw the liquid four times between tin and mixing about celebrating the power of women. Let’s not Check out the video tutorial for this cocktail Judges included Beefeater master distiller and glass. Pour into coupe glasses. get into Mariah Carey and Angel champagne. using the QR code – and don’t forget to The British consumer must be similarly For those of us not subscribe to our YouTube suffering from Celebrity Worship Syndrome. obsessed with people channel (you-tube.com/ Paloma Faith was made the face of Tia Maria we don’t know, volareinthemix) as new this year and London Pride beer has slipped into Da Silva joins elite scotch society videos will be uploaded bed with Top Gear’s James May, who, with his celebrity weekly. London’s Capital Hotel bar manager Cesar Da Silva is the includes 40-year-old malts from Macallan and Balblair. He also corduroy blazers and greying floppy hair seems parading can volarecocktails.com youngest person in the UK to become a Keeper of the Quaich – an introduced a whisky and cheese pairing menu. an unlikely candidate to freshen up the image of appear international society founded by scotch whisky distillers. Thirty- Pairings include: Beaufort with 12-year-old Glen Garioch; British brewing. obsequious Classic Bloody Mary winner Roman two-year-old Da Silva joins a group of 2,071 from 86 countries. Dunsyre Blue with three-and-a-half-year-old Kilchoman; Livarot Perhaps the biggest celebrity-based booze promotional feature Foltan with Tom Parker Bowles Da Silva has created a whisky collection at the bar, which with 18-year-old Talisker.

44 Drinks International january 2012drinksint.com Drinks International 45 BARZONE

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Pure Gould Former Drinks International editor Patience Gould takes issue with packaging ploys

Drinks International, Zurich House, hat I’m asking myself is, what is the point of So it’s probably the QR East Park, Crawley, West Sussex RH10 6AS Christmas packaging? Well aside from the code that is generating the United Kingdom Tel: +44 (0)1293 590040 W obvious – increased on-shelf visibility and capturing the problems at the check-out. opportune gift-giving possibility – it is deeply festering But I’m afraid it’s all way, Editor Christian Davis and the more so in this recycling age, particularly when way too much to take in, +44 (0)1293 590047 it’s your standard weekly purchase that gets a Christmas even at home with a G&T in [email protected] makeover. So imagine my frustration – I was shopping hand, let alone at the point Deputy Editor Lucy Britner in UK supermarket Waitrose and could not of purchase. The consumer definitely needs more +44 (0)1293 590046 find Beefeater anywhere on the gin aisle. of a helping hand on this one. [email protected] In desperation I summoned one of the That said though, there has been much talk News/Web Editor Hamish Smith staff. He too was baffled and called another lately that, while the lion’s share of the gin +44 (0)1293 590045 colleague over. He immediately located it, marketing action is geared to the on-trade, [email protected] as it transpired he’d actually loaded the not enough has been done to engage the Production Editor Jaq Bayles shelves that morning. So why could I not consumer. As one industry pundit put it: +44 (0)1293 590048 find it? It was on the correct drinks shelf “Bartenders totally get gin now – but I’m [email protected] but not in its usual position (next to its not sure the consumer does.” So to this end, Commercial Director super-premium sister Beefeater 24), and due applause must be given to Beefeater Justin Smith it was totally disguised in a festive carton. for taking this consumer initiative in the +44 (0)1293 590041 Furthermore it was back to front so even first place. [email protected] the Beefeater logo was obscured. But this does beg the question of whether Senior Account Manager Far more interested in the contents, consumers actually read the information Carmen Poel Francesch I’m afraid my first carton was summarily which producers these days have to put +44 (0)1293 590042 carmen.poel@ jettisoned into the recycling paper on their products. Compared to the food drinksint.com bin. It was only on the third Beefeater industry, the drinks industry gets off relatively Senior Account Manager purchase, and I might say the third time lightly. But after years of trumpeting the fact Roger Betriu that it failed the scanner at the check-out, that Gordon’s is a 37.5% abv gin and watching +44 (0)1293 590043 that I decided to take a closer look. It is the looks of confusion and amazement flash [email protected] indeed a wondrous piece of packaging, across many faces, I am not convinced that Events Coordinator which becomes instantly understandable, consumers even bother checking the actual +44 (0)1293 590050 particularly when one gets hold of the strength of the alcohol they are buying, which Monica Tapias press release. is there for all to see. [email protected] This explains that: “The white carton However, there is this ludicrous piece of Events Account Manager features an outline of the Beefeater labelling piffle pending on the European Jo Morley Dry bottle, filled with a collage of icons Commission’s books which could well require +44 (0)1293 590044 and words to inspire consumers when creating their nutritional details on bottles of alcohol in the future. [email protected] Beefeater Gin cocktail. Oh, please. I can just about take on units of alcohol, but Accounts Annette O’Connell “The pack also includes cues to Beefeater’s London nutritional and calorific details is a step too far. +44 (0)1293 590051 heritage, while the addition of winter images, such as Mind you, warning labels aimed at pregnant women, [email protected] snowflakes, and a metallic finish deliver a festive touch. which already exist in the US, will be added to all alcohol Publisher A QR code on the side of the pack, once scanned, products in New Zealand and Australia in two years’ Russell Dodd directs consumers to an exclusive Beefeater Winter time and there’s a big campaign underway in Europe to +44 (0)1293 590052 Punch cocktail on the new drinking occasion website, do just the same. And what do they say? That drinking [email protected] ginandtales.com.” alcohol while pregnant is not advisable – ho, hum...

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46 Drinks International drinksint.com january 2012