JULY 2010 INSIDE THIS MONTH

MILLION- Cachaça 51 CASE SALES ACCOMPANYING The cool spirit of Brazil THIS ISSUE – DRINKS INTERNATIONAL'S ANNUAL MILLIONAIRES SUPPLEMENT COCKTAIL CHALLENGE WINNING RECIPES FROM OUR COMPETTION ISC MEDALS INTERNATIONAL SPIRITS CHALLENGE LATEST RESULTS LIQUEURS LATEST ROUND-UP OF WHAT'S NEW Contents

Agile Media Ltd, Gateway Place, 42a East Park, 17 Crawley, West Sussex RH10 6AS Direct Line: +44 (0)1293 590040 Fax: +44 (0)1293 474010 The runners and riders 38 t is that time of the year again: the publication of Drinks International’s annual survey of million- case spirits brands. Every year it gets a little more comprehensive as new countries, companies and Ibrands enter the fray. The serious number-crunching has been done, for the third year, by Euromonitor International. I would like to pay a particular tribute to Jeremy Cunnington and his team for their fortitude and professionalism in collating, assessing and confirming as fair and accurate the sales/shipments data received, in good faith, from spirits producers. 27 22 With the soccer World Cup culminating this month, it is difficult – nay, impossible – to avoid a football analogy. Looking at the various league tables with all the minuses News 35 Spanish Wine due to the global economic downturn, one cannot help 05 Business News Patricia Langton finds Spanish potential drawing a comparison with the early departure of football 08 People and Events in the UK and US as the country tries to superbrands Italy and France from the FIFA competition. 10 Travel Retail break free of deep discounting There is also the good showing of South America (think 12 What’s New 38 Closures scotch). Then there has been the emergence of spritely Christian Davis talks to major multiple Japan, Slovakia and Mexico (think Asia, central Europe and Analysis retailers about the type of closure they are Central/South America in terms of drinks growth). 14 Profile: Bill Roberts looking for. He discovers natural cork and In spirits, our multinationals and global brands have taken Christian Davis catches up with the new screwcap high up on the agenda a pasting. The likes of Johnnie Walker, Ballantine’s, Chivas man in charge of EMEA for E&J Gallo 44 International Beer Challenge Regal, Smirnoff, Bacardi and Absolut, have all fared badly Beers from 16 countires feature in this as consumers have switched to cheaper brands and/or voted Features year’s roll of honour with their feet by not using them to go out for a drink. These 17 International Spirits Challenge 48 Cider phenomena have resulted in local/domestic brands benefiting The results are in for the liqueurs & Nigel Huddleston finds cider to be a and being more resilient, while the “in-between” regionals specialities and tequila categories regional phenomenon with potential for a have diminished significantly in number. 22 Liqueurs bigger bite of the apple Brands moving up the league, such as Bagpiper, Label 5 or Jaq Bayles finds new products, new ideas Cysta de Luxe, along with companies such as United Spirits and some green credentials and Stock, need to be viewed in a new light. There is also the 27 Cocktail Challenge Final Last call emerging Soju/Shochu sector in Korea and Japan, which we London’s Distil was the stage for this year’s 52 Bar Zone in the west have failed to take seriously. final as mixologists stirred, muddled and Lucy Britner heads to Bénédictine for some Be it Millionaires or football, the Old shook up their medal-winning recipes cocktail monk-ey business Guard, Ancien Régime, is under threat 31 Cachaça 54 Departure Zone from a raft of newcomers – “upstarts” in Brazil’s party spirit is perfect for the Christian Davis leaves us with a lighter the nicest possible way. Caipirinha, but what else is it good for? look at the drinks trade. Expect at least Lucy Britner investigates one yacht and a major sporting event... Christian Davis Editor july 2010 drinksint.com Drinks International 3 News UK Budget skips alcohol Montana brand name

he UK Chancellor, George TOsborne, has delivered the replaced by Brancott Conservative/Liberal Democrat’s first budget, in which he did not increase ernod Ricard has decided At the moment Montana (and million cases annually. tax on cigarettes or alcohol. to drop the Montana Brancott) the brand sells 1.2 It has also been announced that However, VAT is to rise to 20% Pbrand name and rename million 9-litre cases and accounts Brancott Estate will be the official from 17.5%, from January 4 2011. New Zealand’s flagship Sauvignon for 10% of New Zealand wine sponsor of the Rugby World Cup, The trade has welcomed the decision Blanc Brancott Estate. exports (12 months to July which takes place in New Zealand in not to add more tax to alcohol and The decision follows intensive 2009). Exports account for 75% September next year. The tournament tobacco – the first time the government consumer research, according to of total sales. is expected to be seen by a worldwide has frozen excise duty since 2001. Mathew Bird, marketing director Bird told Drinks International audience estimated at 4 billion, with The former Labour government’s for wines, Pernod Ricard UK. that Pernod’s commitment 20 nations competing in 48 matches. plan to increase duty on cider by 10% Brancott is the name of the to the brand and the name Pernod Ricard New Zealand above inflation will be scrapped. estate in Marlborough, on change will be evidenced by managing director Fabian Partigliani The Scotch Whisky Association New Zealand’s South Island, its doubling of investment said: “Our sponsorship of Rugby urged the government to press ahead where Sauvignon Blanc during the transition from World Cup 2011 provides the perfect with a review of the excise duty grapes were first planted in Montana to Brancott platform to help drive immediate system, which is supposed to happen 1975, the first harvest being Estate. global awareness of Brancott Estate as during the last quarter of 2010. 1979. He said it will take a leading New Zealand wine brand, Wine & Spirit Trade Association A key factor in changing the nascent brand into particularly in key export markets chief executive Jeremy Beadles said: the name of what is one of the top four UK wine such as the UK, Asia and Australia “The announcement provides some the best-known wine brands brands, currently Jacob’s and, of course, our home market in relief for a sector that has faced is probably that in the US Creek (also owned by New Zealand.” substantial tax increases in recent years. the wine is already called Pernod Ricard), Blossom He added: “The name change from Repeated tax hikes have produced less Brancott Estate, to avoid US Hill (Diageo), Hardys Montana to Brancott Estate will be revenue for the Treasury and punished consumers thinking the wine (Constellation) and Wolf rolled out globally from September responsible drinkers, while failing to may come from Montana Blass (Foster’s). The aim 2010 to coincide with the impressive tackle the problem of binge-drinking.” state in the upper mid-west. is to take the brand to 2 2010 vintage.”

Scotch whisky sales far outstrip Cognac among the French ore scotch whisky is sold the total French spirits market. Min France in a month than Industry figures for 2009 revealed cognac in a year, according to the the value of scotch whisky exports Scotch Whisky Association. to France has more than doubled to The SWA said a 12% rise in exports £407m over the past decade, with in 2009 confirmed France as scotch scotch whisky accounting for around whisky’s largest market by volume, a quarter of all Scottish exports to the with the equivalent of 179m bottles market. shipped. Some five bottles of scotch Gavin Hewitt, chief executive of the are shipped to France every second. SWA, said: “Last year was a record The association said scotch also one for scotch whisky distillers in outsells traditional anise-based drinks what has become our largest market Shutterstock and accounts for more than a third of by volume.”

Estonian alcohol producer Drinks International has Bombay Sapphire gin Around 16,000 road- AS Liviko has acquired launched an International is to launch a global traffic injuries and 170 News 50% of Japanese import Cider Challenge to find digital campaign, aimed deaths in Britain could be and distribution company the best ciders and perries at the social media prevented in the first year Hanza Trading. AS Liviko in the world. See website market. Consumers will if the government lowers In Brief has undertaken to invest drinksint.com for more be encouraged to build the blood-alcohol limit for 50 million yen in the information. an image of themselves drivers, according to a new business. The parties are in the form of a mosaic study of the drink-drive Industry stories from not disclosing the amount compiled from pictures that laws in the UK. of the transaction. reflect different aspects of around the globe their lives. july 2010 drinksint.com Drinks International 5 News

Producers welcome lower NZ harvest Million-case spirits

he 2010 New Zealand grape harvest totalled revealed in 2010 list 266,000 tonnes – 19,000 tonnes less than the 2009 Tcrop and in line with the pre-harvest forecast. The pre-harvest forecast suggested a grape intake of he 2010 Drinks International Millionaires category with the most brands on the list, at 46, between 265,000 and 285,000 tonnes from a producing research has been compiled. Based on but it is tailed closely by vodka, with 43. area estimated to have been 33,200 hectares – up 2,000ha Tsales volumes for 2009, this year saw a To find out which brands top the tables, see the on 2009. record number of brands on the list – 162. Millionaires supplement with this issue. New Zealand Winegrowers chief executive, Philip The list features 18 new brand entries, nine Gregan, said the vintage represented another step forward new companies, and Turkey and Colombia are for grape growers and wineries as they respond to market represented for the first time. challenges. Pernod Ricard remains the company with the “Most importantly, this year’s vintage quality should be highest number of brands in the Millionaires excellent,” Gregan said. rankings, while United Spirits is increasingly a “Although the harvest was slightly later than last year, force to be reckoned with as the spirits market in wonderful weather in March and April, combined with India continues to forge ahead in all sectors. lower yields ensure superb fruit was delivered into wineries. Whisky is top of the pops when it comes to the Above all else, this confirms the industry’s focus on, and commitment to quality.” Gregan said: “Growers and wineries will also welcome the smaller vintage. A reduced harvest was planned for by many growers and wineries, as a combination of supply imbalances over the past two years and the global recession have created some real challenges for producers. “The smaller vintage will assist in the re-balancing and recovery of the sector over the next year or so.”

Carrick New corporate identity for Lanson in the UK n its 250th anniversary year, Champagne Lanson is Foster’s seals US distribution deal Ichanging its corporate identity in the UK, renaming its operations Lanson International UK. oster’s Wine Estates has with other distributors and agreements that will deliver The move follows the name-change in June this year Fannounced long-term Foster’s own self-distribution. superior performance in each of of Lanson’s parent company, from Boizel Chanoine distribution agreements with The five-year agreements these key states.” Champagne to Lanson-BCC. This was designed to reflect Southern Wine & Spirits in mark the completion of phase Wayne Chaplin, president & the group’s focus on the Lanson champagne brand in three US markets. one of Foster’s route to market chief operating officer of Southern international markets. Southern Wine & Spirits initiative, launched after its Wine & Spirits of America Lanson International UK will now reshape its UK strategy will gain exclusive rights to sell wine review last year. commented: “We look forward with a three-tiered offering to include the non-malolactic Foster’s global portfolio of wines Foster’s managing director to partnering with Foster’s to Champagne Lanson as the “perfect aperitif”; the Besserat in California, Illinois and Florida. Stephen Brauer said: “We realise their route to market goals de Bellefon Cuvée des Moines range, blended to accompany Southern currently distributes look forward to continuing of sustainable brand growth, food; and the full-bodied Champagne Tsarine range as a Foster’s wines in these states our strong partnership with in-market execution and portfolio celebration pouring fizz. but has shared the portfolio Southern under these new premiumisation.”

6 Drinks International drinksint.com july 2010 People

Appointments TFWA World The Charmer Sunbelt Group (CSG) Highland Park portfolio is distributed White has been promoted to national October 17-20 has announced several appointments. globally, with key markets being the UK, account manager, impulse channel, Cannes, France Greg Baird, currently executive vice- US, global travel retail and the Nordics. and will manage accounts including tfwa.com president, sales and marketing, is Makro and Palmer & Harvey. Charles promoted to chief operating officer. Rémy Cointreau US has appointed Yates has moved to become national SIAL Bob Catalani, currently president/chief Philippe Roederer account manager, on-trade, and will be October 17-21 executive, beverage distributors in (right) senior responsible for WaverleyTBS, Mitchells Paris, France Colorado, is promoted to vice president, vice president, & Butler and E&J Gallo’s latest on-trade sial.fr sales, reporting to Baird. In addition to marketing, partner, Molson these appointments at its corporate and Nicolas Coors. Mark Tinsley Mondial de la Bière office, there are several promotions Hériard Dubreuil (right), regional October 22-24 across CSG’s multi-state network: In director of digital sales director Strasbourg, Alsace Connecticut, Andrew Hillman, currently marketing. UK & Ireland has festivalmondialbiere.qc.ca president, Connecticut distributors Roederer has expanded his (CDI), is appointed chairman, CDI. previously held responsibilities Megavino & Replacing Hillman as president will executive positions at Allied Domeq to take on Megaspirits be Brian Albenze, currently CSG’s and Financiére Moulin de Champagne. accountability for October 22-25 director of business development for Hériard Dubreuil will be responsible for the Middle East Brussels, Belgium Diageo/Moet Hennessey. In Colorado, the development of digital marketing and African markets. Finally, Nick Elkin megavino.be Joe Marotta is promoted to president, platforms for all Rémy Cointreau USA has been promoted to regional sales beverage distributors. In Florida, Tim brands. director for western Europe, responsible Wine for Asia Sullivan, currently CSG’s director of for Germany, Austria, Switzerland, October 28-29 business development for Bacardi, is Diageo has announced changes to its France, Belgium, Italy and the Singapore, Sands Expo promoted to general manager, alliance global marketing department following Netherlands. (See profile, page 14) Center division at Premier Beverage Company. a review of its structure. David Gates, wineforasia.com currently global brand director for Beam Global has created a new The Edrington Johnnie Walker, will become global marketing position for its Maker’s Mark Hong Kong Int. W&S Group has category director – whisk(e)y. Latin brand. Kelly Doss has been appointed Fair appointed America & Caribbean (LAC) marketing vice president global marketing. She November 4-6 Matthew Turner and innovation director Edward will report directly to Maker’s Mark HK Convention Centre brand controller Pilkington is to become global category president Bill Samuels. hkwinefair.hktdc.com for Highland director – vodka, gin and rums. Diageo’s Park. Previously Reserve brand group, managed by United Wineries has appointed a new Brau Beviale marketing Rodolphe Paoli, will now also report commercial director to its UK team to November 10-12 controller with directly to Andy Fennell, chief marketing bolster its Spanish and Italian imports. Nuremberg, Germany The Macallan officer for Diageo. John Leech comes from Boutinot brau-beviale.de single malt (Meridian Wines), where he was Scotch whisky, Turner joined The E&J Gallo has announced staff changes responsible for the specialised Italian Middle East Duty Edrington Group in 2002 having held within the European sales team. In the and Iberian division as sole senior Free Conference marketing positions with Imperial UK, Mark Stammers has been promoted national accounts manager, looking November 23-24 Tobacco, the BBC and Bass. The to UK grocery channel controller. Andy after brands such as Italia. Dubai tfwa.com

Editor Christian Davis Advertisement Manager Justin Smith Accounts Annette O’Connell Millésime Bio +44 (0)1293 590047 +44 (0)1293 590041 +44 (0)1293 590051 January 24-26 [email protected] [email protected] [email protected] Montpellier, France Deputy Editor David Longfield Senior Sales Executive Publisher millesime-bio.com +44 (0)1293 590045 Carmen Poel Francesch Russell Dodd [email protected] +44 (0)1293 590042 [email protected] +44 (0)1293 590052 Taste (India) News & Website Editor Lucy Britner Sales Executive Renata Stefanovic [email protected] February 3-5 2011 +44 (0)1293 590046 +44 (0)1293 590043 Bombay Expo Centre [email protected] [email protected] taste-expo.com Travel Retail Correspondent Events Admin +44 (0)1293 590050 Joe Bates Monica Tapias/Nikayla Langley Duty Free Show of Production Editor Jaq Bayles [email protected] the Americas +44 (0)1293 590048 Event Sales Executive Jo Morley March 20-24 2011 Drinks International, Gateway Place, [email protected] +44 (0)1293 590044 Orlando, Florida, US 42a East Park, Crawley, West Sussex RH10 6AS [email protected] Designer Neal Honney United Kingdom Tel: +44 (0)1293 590040 iaadfs.org

8 Drinks International drinksint.com july 2010 Travel Retail

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

Humphreys in shock Diageo Belfast airport WDF In Brief New traffic figures departure ✈from Airports Council gains liquor licence International (ACI) reveal ne of the leading lights of the the full impact of April’s Oduty free liquor business has George Best Belfast City volcanic ash cloud crisis on Europe’s airports. announced his shock departure  airport’s refurbished Passenger traffic in Europe from the industry. departures shop is able to sell dropped 14% in April In late May Diageo Global liquor for the first time after compared with the same Travel & Middle East (GTME) securing a liquor licence. month in 2009. Traffic in North America was also managing director Phil Humphreys Autogrill-owned operator World affected, dipping 1%. announced he was to leave his Duty Free (WDF) opened a new position to take up a senior role at expanded 2,126sq ft shop at the Aldeasa Vancouver Dubai-based Coca-Cola SABCO airport in May as part of a major ✈broke its sales record after only two years in the job. programme to convert stores last month by selling a rare 1.5-litre bottle of Rémy Despite his short tenure, previously operated into WDF- Caption to go here please xyxy yxyxyx yxy xyxy xyxyx yxy xyxy Martin Louis XIII cognac Humphreys will be widely branded outlets. (Autogrill bought for C$34,000 to a Chinese remembered within the trade for Alpha Retail in 2007). couple. raising the profile of the duty free About 370sq ft in the new shop liquor category both within the has been allocated to wines and industry and within Diageo. spirits with a major focus on Irish Shortly after his appointment in whiskeys such as Northern Ireland July 2008, he pledged to double single malt brand Bushmills, the size of the duty free and travel Jameson, Tyrconnell and retail liquor business to $12bn by Tullamore Dew. WDF corporate communications Bushmills whiskey bar, which is 2013. However, local licensing laws officer Sophie Oliver. “We can operated by travel catering firm Although the global credit require this area to be located in say that now we have a liquor HMSHost. Heineken Duty Free & crunch hampered Diageo GTME a separate gated area—something category in Belfast airport though Meanwhile WDF’s UK ✈ Travel Retail started achieving this goal, Humphreys WDF has never had to do before that it is taking its rightful place regional airport store conversion to roll out a new design for its beer cans, glasses did leave his mark, introducing at one of its outlets. in the rankings of sales within the programme continues – a and bottles last month. standard trading terms with “As we didn’t sell liquor before store and is selling very well.” new WDF outlet opened at The company claims the operators with built-in incentives in the old Alpha shop we aren’t The new WDF shop is part Bournemouth airport last month. new can design features an to earn more, and staging global able to comment if having the of £6m package of terminal The retailer is also launching a industry first— tangible ink and a 360-degree curve promotions such as last year’s liquor sectioned off has made a enhancements at Belfast City, new World of Whiskies outlet at on the outside, which aim Formula One-driven centenary difference to sales,” commented which also includes a new Edinburgh airport this month. to give a more pleasant celebrations for Johnnie Walker tactile experience for the Black Label. drinker. The new glass also He was also a passionate has a looping curve on the outside and a thicker base supporter of airport retailers, South African Stables winery for better stability. suppliers and airport authorities working more closely together to makes country’s airport debut Fruit purée brand deliver higher sales penetration ✈Funkin has launched rates. s the 2010 FIFA World Cup introducing the general public to food and a cocktail mixer pack got underway last month, family- wine pairings in a relaxed, user-friendly way,” with UK airport retailer “Phil leaves the business in great owned South African winery said winery founder and owner Tiny van World Duty Free. The new shape,” said Diageo International A The Stables Wine Estate opened the Niekerk. Funkin Bacardi Mojito five- president Christian Fletcher. “Its country’s first airport wine shop at the newly “The old Durban airport boasted the pack is the company’s first role and strategy are clear; its opened Durban King Shaka International largest number of ‘meets and greets’ in the product to be listed in travel airport. country and the new King Shaka airport will retail. ambitions are massively energising The 50sq m Stables Wine Estate Airport serve approximately 7.5m people per annum. and, through its commitment to Cellar store is located in the airport’s pre- “In the absence of having a network of The Edrington Group building amazing relationships security retail area, which is expected to sales and marketing agents overseas, this ✈is set to release a new with retail customers, airport attract meeters and greeters, as well as provides a great opportunity for us to get addition to the travel retail authorities and other partners, it departing passengers. the Stables Wine Estate brand out into the exclusive The Macallan The outlet sells not only its own wines, but marketplace both locally and abroad.” 1824 Collection. The has started to transform travel- also those from other farms and wineries in The Stables Wine Estate owns a 27ha Macallan Oscuro will be retail. the local KwaZulu-Natal region such as Groot vineyard in the KwaZulu-Natal Midlands and a rich-flavoured, dark- “I have already started the Constantia, Waterford, Backsberg, Rust & has pioneered the production of wine in the coloured single malt solely search for an outstanding leader Vrede and Haute Cabriere. local region, winning national awards for its matured in Spanish sherry “We will be holding wine tastings and Sauvignon Blanc and Pinotage wines. who can take GTME on to even oak casks. greater things.”

10 Drinks International DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE • TRAVEL RETAIL • DUTY FREE Golf star’s icewine lands at Toronto

Canadian golf star Mike Weir’s inception in 2004.  icewine brand has made its “To offer a Canadian-made product duty free debut with The Nuance Group by an internationally known Canadian at Toronto international airport. professional for a great cause, just makes Nuance will sell Mike Weir Icewine at sense,” said The Nuance Group North the airport for an exclusive six-month America chief executive Dick Rendek. period. “To offer our customer this Profits from sales of the brand, opportunity in the form of one of the which was launched by the eight-times best-selling products we have, makes former PGA champion in 2005, go great business sense.” to his children’s charity, The Mike Diageo Global Travel and Middle Weir Foundation, which has raised East (GTME) is the exclusive duty free C$5m for good causes since its distributor of Mike Weir Wines. Louis XIII ready for its close-up

émy Cointreau Global Travel of Louis XIII Rare Cask, one of RRetail has opened a new 786 bottles to be produced. The Rémy Martin Louis XIII display only other airports in Europe area at World Duty Free’s (WDF) to stock this rare cognac, which liquor store at London Heathrow is a blend of 1,200 eaux-de-vie Terminal 5. drawn from a single cask, are Paris A dedicated wallbay has been Charles de Gaulle airport and the created for the ultra-premium private jet terminal of Moscow’s cognac, which is lit to highlight Vnukovo airport. the brand’s Baccarat decanter. The Rémy Martin Louis XIII is now centrepiece of the new display is displayed in all five of Heathrow’s an opaque black crystal decanter Terminals. Dubai International airport wine shops report sales upturn

uxury wine and spirits retailer Le Clos launched its 2009 Bordeaux En Primeur has reported a strong upturn in sales at campaign with fantastic initial orders for this Lits two outlets at Dubai international’s historic vintage,” said Donna Williamson, Terminal 3 over the first five months of 2010. marketing services manager at Le Clos The company revealed that weekly sales of parent company, drinks importer and famous fine French wines from the acclaimed distributor Maritime Mercantile International 1982 vintage such as Lafite Rothschild, (MMI). “It is a true indication of the passion Château Cheval Blanc, Château Petrus and there is for fine wine in the region and of the Château d’Y’quem were at record levels. success of the Le Clos concept.” And in February this year the operator She added that collectors were helping achieved its highest single sale transaction, to drive up sales of the retailer’s rare single a rare magnum of Château Latour 1947, but malt range. Recent sales have included three declined to reveal the exact price paid. bottles of The Macallan Lalique 55 Year Old, “During May this year Le Clos successfully of which only 420 bottles were made.

july 2010 drinksint.com Drinks International 11 turbo sherry casks, the ‘43’ denotes alcoholic strength. tullamore dew black 43 The Czech Republic will get it first as it has brand leadership through distributor Stock Spirits. Brand owner C&C International It will be launched initially in the Czech on-trade but Price E18.50 will be available in other markets thereafter. The matt-black labeling and silver foil has been Markets Czech Republic and Bulgaria initially designed to give it a “masculine and sophisticated Contact Stock (Czech Republic) personality”. The taste is described as “mellow spicy and sweet Tullamore Dew Black 43 is a new premium Irish with notes of sherry and Christmas cake. whiskey blend from C&C. Triple-distilled and said to be “More intense than standard Tullamore Dew.” enriched by spicy pot still whiskey aged in old Oloroso ONE pot still TO WATCH

Eristoff & Cola cloudy bay riesling 2006 Brand owner Bacardi-Martini £1.85, €2.20 Price Brand owner LVMH (Moët Markets Europe Hennessy) Contact Jonathan Dennys: jdennys@ Price £22 NZ$37 AU$ 39

can do bacardi.com Markets New Zealand, Australia, UK Bacardi-Martini has put its Eristoff vodka Contact into a pre-mix 25cl can format aimed at 18 Cathryn Stockdale to 24-year-old males, drinking at home, who want a convenient, perfectly-made vodka & +44 207 2454 3 cola (7% abv). Eristoff is a 100% grain, triple-distilled, Moët Hennessy has ardbeg charcoal-filtered, French-made vodka which announced the first supernova claims to be the market leading vodka parcel of Cloudy Bay brand in France, Austria and Portugal with Riesling. The winemakers LVMH (the 1.8 million cases sold annually. Brand owner have been making Glenmorangie Company) a late harvest Price £80, US$117, €96 Riesling for Markets Global nearly a decade. In 1999, it was Contact Claire Li spiced up decided to +44 20 7245 4253 produce a dry elements 8 barrel infused spiced rum style. The Glenmorangie Company has 2003 was unveiled a second edition of its turbo Brand owner Elements 8 is seeking to create a “new tier” of premium spiced rum, with its Barrel Infused Spiced the first official charged Islay single malt scotch Elements 8 Rum Co launch of the whisky, Ardbeg Supernova – SN2010. Rum. Aimed at style bars and top-end retailers, Price £29.99-£34.99 Spiced is claimed to have been 18 months in dry Riesling, It is a limited edition release, with confined to what is described as “explosive Markets UK development and made from fruits and spices that are 100% natural and indigenous to St Lucia. New Zealand smoky flavours and very high Contact e8rum.com and Australia. peating level, some 40% more peaty They comprise: cinnamon, ginger, clove, star anise, vanilla, honey, nutmeg, orange, lemon and coconut. The 2006 than the distillery’s renowned and is the first already very heavily peated flagship vintage to – Ardbeg 10 Year Old”. go outside, The first Supernova in 2009 was coming to the sold out in under two hours, says UK. the company. SN2010 boasts a higher abv of at 60.1% and a deeper, earthier character. dry style

12 Drinks International What’s New high strength choice belvedere pink foxdenton london dry gin 48% grapefruit Brand owner LVMH (Moet Brand owner Foxdenton Estate Company Hennessy) Price £23.40 €28 Price £29.99, US$44 Markets Europe Markets UK, US, Canada Contact Jo Simpson +44 1394 380972 Contact sonia.herschtel@mhuk. Foxdenton London Dry Gin 48% is said to be the response from two co.uk drinks enthusiasts to a lack of high strength choices among gins. Nick Radclyffe and John Simpson went to botanical alchemist and gin Pink Grapefruit is the latest flavour distller supremo, Charles Maxwell at Thames Distillers in London. for Belvedere, the Polish vodka Radclyffe said: “We like gin; we want to know it’s there when we first brand owned by LVMH. put that dew-laden, ice-filled glass to our lips and smell the citrus rising The 40% abv flavoured vodka as though from a Spanish orchard with the tonic bubbles fizzing to the has whole pink grapefruit from surface.” Argentina along with fresh ginger They submitted 48% to a blind tasting for The Spectator magazine and lemons. It says no sugars, and apparently it came joint second. glycerine or artificial additives are “Not bad for a couple of blokes in a shed,” according to Simpson. used. It is described as a “traditional, London dry. Juniper, coriander seed The company and angelica rose with citrus burst leads to an equally traditional, clean recommends palate with orris root, violet and lime zest notes.” using it with cranberry juice, tonic water or cola. Luxury retailers and

blend style bars and limited edition members’ clubs, Viñalba are the target. Reserve The launch is Tio Pepe En Rama celebrated by a Brand owner Gonzalez Byass, the premium table wine and Malbec/ new collaboration with haute Gonzalez Byass sherry producer, has launched a limited-edition Touriga Tio Pepe sherry to celebrate the company’s couture Price £11.99 175th anniversary. Nacional designer Markets UK-only There are only 175 bottles of Tio Pep En Matthew Contact Andrew Rama, which is lightly filtered, unclarified, Tio Brand owner Williamson, Sinclair: asinclair@ Pepe fino sherry, taken from the middle of the Buckingham Schenk/Domaine who has designed gonzalezbyassuk.com cask during spring when the flor from the yeast Vistalba a limited- is at its thickest. Price £9.99 edition Markets UK sheer pink Contact Nicola Pattison: summer Nicola@buckingham-schenk kaftan.

Buckingham Schenk, a leading UK wine importer 75% owned by major European wine Piece of cake company Schenk, has added to its Viñalba stiffy’s jaffa cake vodka drink Argentinian wine brand range. Viñalba Brand owner VC2 launching a bright orange Jaffa Cake- Reserva Malbec/ € € Price £15.95, 24.99 ( 19.00 on flavoured vodka drink. Touriga Nacional promotion) The Scottish company, which is a blend of Markets Europe started out as Stiffy’s Shots, says Argentine the 20% abv drink has a “brilliantly Contact [email protected] Malbec from fragrant and distinctive flavour of award-winning Jaffa Cakes to give the drink a smack winemaker Hervé VCS says following the success of tangy orange and the lip-licking Joyaux Fabre from of Stiffy’s Kola Kubez, it is now after-taste of dark chocolate”. Viñalba, while the Touriga Nacional was made by fruity Portuguese Winemaker of the Information Year Rui Reguinga. Products launched within the last two Fabre and months are eligible for inclusion within Reguinga are long- this section. Please submit your products standing friends. for consideration to: [email protected] july 2010 drinksint.com Drinks International 13 The tap on the SHOULDER There are times when a man’s gotta do what a man’s gotta do. Bill Roberts recently took over E&J Gallo winery’s European, Middle East and African operation. Christian Davis meets the man

T HAS BEEN A TOUGH TIME FOR MANY university in 1986, and he has lived all over the companies and people, and it is far from over yet. US – Los Angeles, Dallas, New Orleans, Atlanta, E&J Gallo, the California-based second-largest Florida. wine company in the world bit the bullet and Before departing the States, Roberts had been dramatically downsized its London-based EMEA leading the Gallo sales team responsible for the (Europe, Middle East & Africa) operation. south east region of the US. Asked where he likes Outgoing vice-president and general manager best, he cites Florida and Georgia (Atlanta). I George Marsden called 2009 “a perfect storm” “I like Atlanta. It has a lot of people in and, in reducing the operation to concentrating corporate offices so it is good for culture and you on just five core brands – plus pulling out of can get up into the North Carolina mountains in the London International Wine Trade Fair – he two hours where it is very tranquil and peaceful,” announced the unit was “fit for purpose”. says Roberts. Unveiling the dramatic changes at Gallo’s You sense that he is less a metro man, more traditional annual briefing to fairly gobsmacked a backwoods man. His hobbies? Golf, sailing, journalists in London, Marsden mentioned, in hiking and skiing. So there you have it. His wife, passing, that his successor was in the room. One Christine, is an avid runner and wants to do the wonders what went through his mind as Marsden London marathon. explained the rationale for the consolidation (see Having relocated with their 13-year-old to appointments, page 8). England where the EMEA office is, they decided Anyway, the ebullient, irresistibly enthusiastic they should live in London. Marsden left the country, returning to the “We had been living in the suburbs in the US US to run a Gallo operation out of his native but we decided we wanted to live in the city. the Middle East & Africa.” Philadelphia. Primarily, we were looking at schools. We looked “I called Christine and said: ‘When I get home It took a few months to track the new man at Denham, Gerrards Cross, Uxbridge but we felt there is something I want to talk about.’” down but Drinks International is nothing if a need to live in the city. So we chose Hampstead Roberts smiles at the recollection. With the not tenacious. Enter Bill Roberts – the new as it has a village atmosphere. It is 17 miles from number of moves they have already made, it is vice-president and general manager for E&J the office.” obvious his wife has heard these words before. Gallo EMEA. “I was 100% ready to go but I was not going to Roberts is 47 years old and married with International experience go unless my wife was 100% supportive. I thought three teenage girls. He’s another Gallo “lifer” So how did Roberts get the call to the UK? “I was she might be 50:50 but no, she was OK.” – 23 years with the company, primarily in sales in Modesto (Gallo’s home town in California) The EMEA business is primarily Europe and, and marketing. But he has also been a part of the last October at the Doubletree Hilton hotel for a within that, mostly UK. rigid US three-tier system, working with the all- meeting. I had a tap on the shoulder from Steve The rationalisation has taken place and important, omnipotent wholesalers. Sprinkle, vice-president of domestic sales. Roberts’ job now is to consolidate and move Quite different to Marsden, who was all high “He said: ‘I’ve had a thought. Where do you the business forward, focusing on the five core energy, garrulous and heart-on-the-sleeve passion, envisage your career going?’ He suggested I need brands: Gallo Family Vineyards, Turning Leaf, Roberts is quieter, more laid back. He grew international experience and asked if I’d like to Redwood Creek, Carlo Rossi and Barefoot. up in Ohio, getting a business degree from the take over from George in looking after Europe, Carlo Rossi is a huge brand in Poland – a

14 Drinks International Profile

The vice- Cocktail president of time Gallo Rosito domestic sales 1/ Tall glass filled halfway with ice asked if I’d like cubes or crushed ice 2/ Add a handful to take of juicy mixed over berries – raspberries, strawberries, looking blueberries 3/ Fill two-thirds after with Gallo Family Vineyards White Europe Grenache 4/ Top up with chilled ginger ale 5/ serve with a sprig of mint or a wedge of lime 6/ Sit back and enjoy

gallorose.co.uk

Barefoot Wine country of nearly 40 million souls who drink hit 10 million cases “in the next few years” to has an affiliation with UK beach about half a litre of wine a year per capita. So, become a truly global brand. volleyball plenty to fight for there. Asked what he likes to drink Roberts replied: Gallo Family Vineyards is the flagship for “ I really enjoy Malbec. From living in Florida, Gallo and the opportunity there is to capitalise I like shellfish so Pinot Grigio, Torrontes and on people’s taste for rosé (see panel above for Albarinho.” Rosito, Gallo’s wine-based cocktail). Recently Gallo shipped its first containers to Turning Leaf is Gallo’s premium wine brand South Africa, just in time for the football World and is being given an aspirational position Cup. The containers held GFV, Barefoot and, aligning it with fashion. Redwood Creek is aimed interestingly, brandy. South Africans being huge at people probably like Roberts, with a penchant consumers of brandy, almost exclusively domestic for the outdoors. spirit, the company has seen an opportunity. The big one is Barefoot, which is now the So for Roberts this is the next big adventure. largest brand in the US. The company and He doesn’t believe he’ll have much time for golf Roberts have high hopes for this quirky brand or sailing but hopefully he and his wife will with a hippy name. It has overtaken Yellowtail be able do some hiking, if only on Hampstead in the US and Roberts hopes, and believes, it will Heath with a bottle of Redwood Creek. DI july 2010 drinksint.com Drinks International 15 ISC: Liqueurs & Specialities/Tequila

This month we reveal the top performers among this year’s entries in the International Spirits Challenge Liqueurs & Specialities and Tequila categories A world of difference

ith its huge lively discussion among this year’s five black tea and lemon. In each case, the judging was based on: “How the diversity of styles, ISC judges (pictured below). judges were immediately struck by the original agave character, such as flavours and With the stylistic variation even depth, complexity and balance of the vegetal, earthy, spice notes interacted textures, Liqueurs within individual categories, the judges liquid. with the influence of oak ageing, such & Specialities is were unable in some instances to “Great length in the mouth,” as vanilla, oak notes, dryness etc, and arguablyW the most demanding category separate a clear favourite of one type. commented one judge of the Beaux the overall balance between these two for the International Spirits Challenge The whisky-based liqueurs, for Jangles, while of the Green Chartreuse, elements.” judging panel. example, were well liked, but the chairman Patrick van Zuidam added: After some strict assessment based At one minute you can be looking at judges were torn between the “whisky “This was something we all liked on these provisos, Borco’s Sierra a clear, citrus based spirit designed for notes” of one compared to the “more straight away.” Reposado emerged as the panel’s mixing in cocktails, then there’ll be a herbal” attributes of another. The Tequila category was judged by clear favourite, while William Grant’s flight of dairy based liqueurs followed Crème de Cassis is well known to the White Spirits panel (see June 2010 Milagro label put in a very consistent by the herbal complexity of some produce the most intense, explosive issue). Chairman Ian Wisniewski said showing in the Silver medals. monastic digestifs. of fruit liqueurs and always performs that, in the case of Blanco styles, the This year’s Trophy winners will be To look at it another way, Liqueurs well in the ISC. judges were looking for: “The range revealed at the International Spirits & Specialities combines the experience But this year the ranks of Liqueurs and balance of flavours, and the level Challenge awards dinner at the and tradition of the French and & Specialities Golds were joined by of sweetness, as well as considering the Marriott Grosvenor Square hotel, the Dutch, with a strong streak of the classic French herbal Chartreuse weight on the palate, whether a more London, in November. Contact innovation and product development. and a new player from the States, elegant or a fuller-bodied style.” [email protected] for Enough to make for a long day of Babco’s Beaux Jangles, flavoured with And for the aged Tequila styles, enquiries.

Chairman: Patrick van Adeline Loizeau, Cognac Gérard Chaussée, general Matthijs Jansen, senior Peter Hallgarten Zuidam, master distiller & MD, quality manager, Grand manager, Pagès Védrenne adviser R&D, QC and QA, De Specialist blending Zuidam Distillers Marnier Distillery Kuyper Royal Distilleries consultant july 2010 drinksint.com Drinks International 17 ISC: Liqueurs & Specialities

GOLD Liqueurs – cassis Merlet Crème de Cassis – Distillerie Merlet & Fils Supercassis – Pagès Védrenne

Liqueurs – herbal Green Chartreuse – c/o Fells

Other liqueurs & specialities Beaux Jangles Iced Tea Vodka Liquor – Babco Europe

BRONZE Liqueurs – berry fruit SILVER Crème de Framboise Védrenne – Liqueurs – cassis Pagès Védrenne Crème de Cassis Pagès Premium – XO Cherry Brandy Liqueur – Pagès Védrenne De Kuyper Liqueurs – cassis Liqueurs – citrus fruit Gabriel Boudier Crème de Cassis – Cointreau – Rémy Cointreau Gabriel Boudier Liqueurs – citrus fruit Liqueurs – crème/fruit Gabriel Boudier Bartender Triple Sec – Merlet Poire – Distillerie Merlet & Fils Gabriel Boudier Lemon Z Limoncello – Lemon Z Liqueurs – brandy based Limonce Limoncello – Stock Spirits Gran Gala – Stock Spirits Group Group Liqueurs – crème/fruit Liqueurs – whisky based Merlet Peche – Distillerie Merlet Drambuie – The Drambuie Liqueur Co & Fils Glayva – Whyte and Mackay Liqueurs – coffee/chocolate The Royal Legacy of 1745 – The Beveland Crème de Café – Beveland Drambuie Liqueur Co Triibe Celtic Liqueur – The Reformed Spirits Company Liqueurs – herbal Liqueurs – rum based Bénédictine DOM – c/o First Drinks Cocobay – Aldi (c/o Weber Shandwick) Brands Liqueurs – whisky based Oude Meester Peppermint Liqueur – Irish Mist – C&C International Distell Liqueurs – Irish cream/dairy Carolans Irish Cream – C&C Bitters International Original Radeberger Bitter – Waldemar Taste the Difference Irish Cream Behn Liqueur – Sainsbury’s Liqueurs – herbal Green Nines – Stumbras AB Killepitsch Premium Herbal Liqueur – Peter Busch Likoerfabrik Bitters Fernet Stock Citrus – Stock Spirits Group Other liqueurs & specialities Armilar Amaretto – Lidl UK Disaronno Amaretto – Illva Saronno Frangelico – C&C International The King’s Ginger – BB&R Spirits Specialities – anis/absinthe La Fée Parisienne – La Fée Sambuca 313 Pallini – Pallini Internazionale

18 Drinks International COMMENDED Liqueurs – berry fruit Gabriel Boudier Bartender Cherry Brandy – Gabriel Boudier Serenade Cherry Liqueur – Lidl UK Liqueurs – cassis Crème de Cassis Bio – Pagès Védrenne Liqueurs – citrus fruit Merlet C2 Cognac & Citron – Distillerie Merlet & Fils Luxardo Limoncello – Girolamo Luxardo Merlet Triple Sec – Distillerie Merlet & Fils Liqueurs – fruit other Chase Elderflower Liqueur – Williams Chase Distillery Gabriel Boudier Bartender Apricot Brandy – Gabriel Boudier Oscar’s Peach Schnapps – Aldi (c/o Weber Shandwick) Prucia Plum Liqueur de France – Suntory Liquors Limited Pomegranate Liqueur – Pagès Védrenne Liqueurs – coffee/chocolate After Supreme Coffee – After Supreme Liqueurs Mozart Black Chocolate Pure 87 – Mozart Distillerie Liqueurs – cream/dairy After Belgian Chocolate Liqueur – After Supreme Liqueurs After Ivory Belgian Chocolate Liqueur – After Supreme Liqueurs Amarula Cream – Distell Ballycastle Classic Irish Country Cream – Aldi (c/o Weber Shandwick) Carolans Light – C&C International Crème Caramel à la Fleur de Sel – Pagès Védrenne Key Rum Cream – Stock Spirits Group Mozart White Chocolate Cream – Mozart Distillerie Queen Margot Cream Liqueur – Lidl UK Liqueurs – whisky based Southern Belle – Aldi (c/o Weber Shandwick) Liqueurs – other spirit based Bad Angel – Babco Europe Esprit de June – EWG Spirits & Wine Liqueurs – herbal Amaro Averna – Fratelli Averna Oude Meester Ginger Liqueur – Distell Mentzendorff Kummel – Mentzendorff & Co Studer Original Swiss Bitter – Studer & Co Specialities – anis/absinthe Isolabella Sambuca – First Drinks Brands La Fée NV – La Fée Sambuca 100% Anice Stellato – Fratelli Averna Studer Original Swiss Absinth – Studer & Co Other liqueurs & specialities Ceylon Arrack – Marblehead Brand Development Mickey Finn Apple – Babco Europe Namida Wasabi Spirit – Wasabi Spirits Noilly Prat Original Dry Vermouth – Bacardi Global Brands Tatratea 52% – Karloff Tatra Distillery

july 2010 drinksint.com Drinks International 19 ISC: Tequila

GOLD Reposado Sierra Tequila Reposado – Borco-Marken-Import

SILVER Añejo Herradura Añejo – Brown- Forman Milagro Select Barrel Reserve Añejo– William Grant & Sons

Reposado Ambhar Añejo – Santo Spirits Milagro Reposado – William Grant & Sons Milagro Select Barrel Reserve Reposado – William Grant & Sons

Blanco Milagro Silver – William Grant & Sons

BRONZE Añejo Espolon Añejo – Destiladora San Nicolás

Reposado Espolon Reposado – Destiladora San Nicolás Excellia – EWG Spirits & Wine

Blanco Corzo Silver – Bacardi Don Alvaro Blanco – Soho Wine Supply Sierra Milenario Blanco – Borco-Marken-Import

COMMENDED Reposado Olmeca Altos Reposado – Pernod Ricard Mexico Alma Mia Reposado – Soho Wine Supply

Blanco Espolon Blanco – Destiladora San Nicolás Olmeca Altos Blanco – Pernod Ricard Mexico Sierra Tequila Silver – Borco- Marken-Import

20 Drinks International drinksint.com july 2010 heart Young at Jaq Bayles delivers an update on what’s new in the liqueurs sector

he Holy Grail for many would be appealing to a younger a clear cream liqueur that gives the same producers of liqueurs audience,” he says. Our ambition mouthfeel. “We wanted a cream liqueur remains the ability to attract “We wanted to make it a bit cool and with a bit of edge, that was high quality younger consumers and a to be something that people would not is to change and would appeal to a younger audience raft of global marketing just drink at home.” the sector but not exclude existing consumers,” says ploysT this summer is aimed at fulfilling The drink, “blended with charcoal as a whole Ehrenkrona. just that quest. filtered Irish malt whiskey, softened with The major marketing ploy in the UK JACOB EHRENKRONA Reformed Spirits, maker of recently honey and royal jelly”, was launched last REFORMED SPIRITS CO has been to hold events where everyone launched Triibe – a dairy and lactose- year in Holland, Australia, Germany, can “bring their tribe”. Says Ehrenkrona: free, clear “cream-style” liqueur – thinks Nigeria, America and Puerto Rico, and “Initially we targeted cities that had a the brand has made a real breakthrough latterly in the UK. certain element of cocktail culture but a in what it terms a “moribund cream Ehrenkrona says regional drinking strong student population. I think Triibe liqueurs sector”. differences have fast become apparent, will be a core ingredient in cocktails Jacob Ehrenkrona, chief executive of with 18 to 25-year-olds in the UK globally. We will continue Triibe events brand owner Reformed Spirits, points out drinking it as a long drink with orange and are increasingly looking at educating that no one ever admits to drinking cream juice or as a shot with Red Bull, while in barpeople. liqueurs – although, obviously, given its Australia and America it is primarily used “Having been in the industry almost huge volumes, plenty of people do. by mixologists. 10 years I look at tequila, rum, gin, “For quite some time we have been Reformed Spirits creative director (Above) Partygoers enjoy vodka and see it’s very hard to bring looking at making a product which David Bromige came up with the idea of Tuaca cocktails change. Liqueurs is a huge category and

22 Drinks International Liqueurs

The green scene Sustainability to the fore

Bartender masterclasses, product launches, packaging revamps – all these are par for the course when it comes to the annual round-up of what’s happening in the liqueurs category. But this year, a new trend is emerging. It seems the sector is developing a green conscience. Topping the social responsibility league must be Distell’s cream liqueur, Amarula, which has announced “community upliftment and conservation programmes through the establishment of the Amarula Trust” to celebrate its 21st birthday. The brand already has a number of other projects under the Trust, including the Amarula Elephant Research Project, which was heart launched in July 2002 and is aimed at “ conserving, protecting and managing African elephants in their natural environment”. The latest project, based in and around the marula-growing region of Phalaborwa, has the slogan “sustaining communities and conscious conservation” and “will endeavour to preserve nature and wildlife, as well as supporting specific communities through the creation of sustainable employment and the cementing of symbiotic relationships with people involved with Amarula Cream”. Global brand spokesman Malcolm Searle says: “The recently launched (Top) The entire range of Védrenne fruit Amarula Trust is now co-ordinating brand-funded initiatives across liqueurs has been relaunched in more several fronts. The marula harvesting season lasts no longer than six environmentally-friendly packaging weeks and can sometimes be even shorter. (Above) Tuaca UK brand ambassador “With some 60,000 people dependent on income derived from Ron Frith in action marula fruit harvesting, we have sought additional ways to create income, in consultation with community leaders. Residents in the area there’s so much you can do with it. And People starting to drink Tribe will move are being trained in business and building skills. you can capture a new generation that on to other brands such as Amarula and “Field guide scholarship programmes have also been created to serve would not be seen dead drinking existing Baileys.” aspirant rangers within South Africa and in Botswana, while the work liqueurs. People really want to associate Also aiming at bringing younger of the Amarula Elephant Research Project, based at the University of with our brand. We have a Facebook drinkers into the category is Tuaca, the KwaZulu-Natal is being applied in several public and private game parks club of around 2,000 members who are Livorno-produced liqueur owned by within South Africa. Funds are also made available to support some of very active. Brown-Forman. the infrastructural needs of Kenya Wildlife Services.” “We have a strong following in the The drink is already popular with Also nailing its green colours to the mast is Védrenne, which is gay community, which is very hard to afficianados of board riding, and Ron relaunching its entire range of fruit liqueurs in packaging designed to crack – they can be very cynical but have Frith, Tuaca UK brand ambassador, says “decrease the environmental footprint at all stages”. a lot of disposable income. a major sampling campaign is kicking off Lighter weight bottles, produced from recycled glass, are said “Then there is the Goth community in the UK this summer. to consume less energy during production and save on fuel during and vampire clubs, and the whole sub- “The big markets for Tuaca are the US, transportation. The company says: “Even the cardboard boxes are now culture in extreme sports.” Canada and Australia and we’re trying to made from recycled materials, and boxes, as well as labels, are printed Ehrenkrona adds: “Our ambition is to recreate that in the UK. It’s about getting with non-polluting ink.” change the sector as a whole. What it’s it into bars and in people’s hands.” Védrenne set up a programme to save energy and raw materials lacking is a new generation of drinkers For him, the excitement of many three years ago, while devising a plan to reduce and recycle waste. It who don’t drink cream liqueurs. What liqueur brands lies in their unique taste. also favours Burgundian fruit proucers that apply “the principles of is the sector going to do in 10 years’ “If you are not a gin, vodka, rum or integrated farm management”. time? Twenty-year olds-don’t drink them. whisky you are banded into  p25

JULY 2010 drinksint.com Drinks International 23 Liqueurs the liqueurs category. But you can’t volume because it’s the keynote flavour recreate the brandy-based, vanilla/citrus for that group. There are phenomena like taste of Tuaca with any other product. that.” There’s something new happening in And emerging markets are creating liqueurs every other week.” new opportunities. Ridley says: “In terms He also points to the rebranding which of brands we have gone recently into is helping certain products increase their more of the eastern European countries popularity levels, citing Drambuie and – Ukraine, Belarus, Kazakhstan and the Southern Comfort’s rebranding success Baltic states. in the States and revealing that the “They have a taste for sweet products Tuaca bottle is about to undergo similar and cocktails. There’s a growing interest treatment. from a smaller base and maybe influence “The bottle has always been mildly from Russia. There’s an opening up there confusing as to what the product towards the west so there’s more interest was about, with consumers in getting what we have.” assuming Aztec or Mexican tequila Wenneker has also this year launched connotations. “We have come up the Nikolski range of vodka-based with an exciting new look for the the top 20, while apple is up in liqueurs in Portugal in strawberry, melon bottle which will make it easier to 12th positon. Liqueurs are not and peach flavours. tell what it is,” he says. The new branded very successfully to the bottle is likely to be available from consumer and are still very much Courting the bartender October. an on-trade product, An emphasis on the bartender is the although we have a good focus of Venice-based Volare this year, Flavour spectrum presence in the off-trade with brand ambassador Marco Canova The liqueurs sector is well in the UK and Russia.” explaining: “The Volare Liquor export known for its innovation He adds that team in the past few years has developed in terms of flavours and certain flavours are a a series of marketing activities around uptake for the latest in “phenomenon” in certain the world, such as bartending training, trendy tastes tends to be countries, citing Finland’s cocktail presentation, partnership speedy. passion for passionfruit with different bartending schools and Two years ago and sour grapefruit. supporting some of the major flair Wenneker introduced 11 “Bartenders are always competition around Europe.” new flavours to boost looking for something In recent years Canova has trained its existing fruit liqueurs new – there are some bartenders and sales people in Lebanon, range to 41. Richard very strong cocktails that Russia, Finland, Spain, Italy and Japan. Ridley, export director are made by restaurant Says Canova: “Receiving some excellent for the brand, says the groups. feedback regarding the activities that popularity of new flavours “In Finland the SK the company is offering, the Volare has been extraordinary. restaurant group sells team believe working with professional “Lychee was introduced specific cocktails based on bartenders and educating customers to last year and is already in passionfruit. It’s a lot of drink a good quality and well balanced cocktail is the way forward to keep on growing in the right direction.” The next high-profile event for the brand is the second edition of the Flair Master Competition in Helsinki on July 16. Bartenders are also a focus of Lucas Bols’ marketing campaign for the year, with the company publishing the Galliano Guida to give to its “best bartenders and cocktail specialists”. The company says: “This book – a guide to the world of Galliano – tells the story of the liqueur, the ingredients that go to make it and includes a chapter featuring a selected group of Italian bartenders who have created a range of cocktails using Galliano L’Autentico.” As ever, there is no shortage of activity in the liqueurs category, but is that elusive Holy Grail within its grasp? Time Volare is focusing on global visibility with bartenders will tell. DI

July 2010 drinksint.com Drinks International 25 Cocktail Challenge

The lengthy line-up for this year’s Drinks International Cocktail Challenge finals was testament to the quality of recipes submitted by the drinks brands in the qualifying rounds. David Longfield reports from the judges’ bench Shake, battle & roll ow in its 17th year, the Drinks International Cocktail Challenge has built a reputation in the industry as being the world’s only truly independent cocktail competition, attracting the highest calibre of entries from global brand owners, brand ambassadors and bar professionals. NIt’s the best possible way for spirits producers to showcase how their brand can perform at the cutting edge of the business – mixed in original recipes by some of the world’s top bartending names. This year for the first time, the Cocktail Challenge was opened out beyond its traditional focus on a single cocktail category, to include new recipes in each of the Aperitif, Long Drink and After Dinner categories. With the prospect of tasting and assessing 28 cocktails, the judges (pictured right) at the finals – held at May’s Distil show in London’s Julian Shaw Andrea Horsfield David Longfield Docklands – were faced with a daunting task. Well, someone’s got to do it. Director, Gorgeous Director, The Training Drinks International As it turned out though, the standard of the entries was so high (quite Group School deputy editor possibly the best ever) that the panel’s palates were kept tantalised and refreshed right through to the 5pm finish. At this point, discussions ensued to select the three category winners from among the various Gold medalists. While this was not a clear-cut exercise, with so many high-scoring efforts, there was, unusually, a unanimous choice for the overall winner – each judge giving it their top individual score. The Drinks International Cocktail Challenge Champion will be revealed in the presence of some of the spirits industry’s most influential names at the International Spirits Challenge awards dinner at the Marriott Grosvenor Square hotel, London, in November. Contact [email protected] for enquiries.

The Drinks International Cocktail Challenge in association with

Lucy Britner Neil Lowrey Thanks to Nick Wykes Drinks International news Co-founder, Bar Wizards and IPBartenders for & web editor International providing the equipment

july 2010 drinksint.com Drinks International 27 Cocktail Challenge

GOLD Aperitifs – White Spirits Bols Genever: Aperitifs Genever Beefeater 24: Lapsang Martinez Diva (Alex Mixed by Timothy Stones Kratena) Ingredients Lapsang Martinez 35ml Beefeater 24 25ml Dubonnet GOLD 5ml Maraschino After Dinner 5ml Lapsang Souchong syrup – Liqueurs & Specialities Method Gabriel Stir and strain into a cocktail glass. Boudier: The Garnish with an orange twist. Maximilian Affair (Danny Smith for Oskar Long Drinks Kinberg) Volare: Gyaos Mixed by Jamie Stephenson SILVER Aperitifs – Ingredients White Spirits 25ml Volare Green Melon Beefeater 25ml Volare Peach 24: English 25ml Lemon juice Breakfast 2 Dash Regans’ Bitters (Timothy 75ml Monster Ripper Stones)

Method Shake all ingredients except Monster Ripper. Strain into a tall glass over cubed ice. Top with Monster Ripper. Garnish with a slice of melon and lemon twist. SILVER Long Drinks – Brown Spirits After Dinner Mekhong: Bénédictine: Monk’s Sour Mekhong Mixed by Ludovic Miazga Lady Boy (Matt Ingredients Ronald) 50ml Benedictine 25ml freshly squeezed lemon juice 2 bar spoons of organic honey syrup (homemade) 1 dash of orange bitters 15ml egg white BRONZE Aperitifs– Method Brown Add all ingredients in a shaker then ice (egg white last). Spirits Shake hard. Buffalo Strain into a Monk’s wooden cup. Trace: King Garnish with grated nutmeg. Kong (Jamie Stephenson)

28 Drinks International GOLD GOLD GOLD GOLD Aperitifs Aperitifs – After After – White Liqueurs & Dinner Dinner Spirits Specialities – Brown – Brown Siwucha: Gabriel Spirits Spirits The Bimber Boudier: Wild Geese: Admiral Cocktail Sage In Five Points Rodney: (Charles Private Peach (Nick The Lucian Vexenat) (Danny Smith Wykes) Solution for Oskar (Jack Kinberg) Rackham)

SILVER SILVER SILVER SILVER Aperitifs Aperitifs Aperitifs Aperitifs – White – White – White – White Spirits Spirits Spirits Spirits Zubrowka: Siwucha: Bacardi: Herradura French 1946 Vicentico Blanco: Bison-Tini (Charles (David Puerto (Che Vexenat) Cordoba) Bello Gibson) (Thomas Bartram)

SILVER SILVER SILVER SILVER Aperitifs Aperitifs Aperitifs – Long Drinks – White – White Liqueurs & – White Spirits Spirits Specialities Spirits Bacardi: Caorunn: Averna: Finlandia: Bajofondo Good for The Liberal Finlandia (David the Gander (Karin Ginger Cordoba) (Ervin Engele) Snap Trykowski) (Pekka Pellinen)

SILVER SILVER SILVER SILVER Long Drinks After Dinner After After – Liqueurs & – Brown Dinner Dinner – Specialities Spirits – Brown Liqueurs & Gabriel Herradura Spirits Specialities Boudier: Reposado: Santa Teresa Frangelico: Boudier’s Mayanhattan Selecto: Frangelico Spring Thyme (Thomas Muchas Choc-Chip (Danny Smith Bartram) Caracas Martini for Oskar (Thomas (Stefanie Kinberg) Bartram) Holt)

BRONZE BRONZE BRONZE BRONZE Aperitifs – Long Drinks Long Drinks Long Drinks Liqueurs & – Brown – Liqueurs & – Liqueurs & Specialities Spirits Specialities Specialities Midori: Chivas Wodka Wodka Shogun Regal: Zoladkowa Zoladkowa Assassin Summer Gorzka Gorzka (Michelle Wind (Phil Traditional: Mint: Smith) Huckle) Green Line Red Mint (Michelle (Michelle Smith) Smith) july 2010 drinksint.com Drinks International 29 Cachaça

Cachaça producers are pulling out all the stops to create an understanding of their product beyond the Caipirinha, finds Lucy Britner Party people Shutterstock

he Caipirinha is where it’s at So how is growth being achieved? He adds: “Where would tequila be for many cachaça drinkers. Bossa cachaça’s head of business Master without the Margarita? The master So much so that other development, Cosme Gomes, says telling mixologists mixologists are pushing the envelope and categories have jumped on people about a new product category and are pushing are very creative. Take a look at the Pitú the Caipirinha bandwagon how to enjoy it is a long-term project that the envelope Punch created by Sam Clifton in New withT vodka Caipiroskas and rum is dependent on producers, marketers York city (see box, p33). and are very Caipirissima. and independent customer interaction via creative “Our last trip to Brazil we stopped in Is it time for campaigners to step in social networking. a few local restaurants. The locals order and protect their drink or is there more When talking about serves, he says the scott Tallon a short cup of hot fish soup and chase it to cachaça than its signature Brazilian brand has been educating people on how Winebow with super-chilled Pitú cachaça. They let cocktail? “A bit of both” is the answer. to mix the product in different ways. the bottle freeze in an ice block and pour Here we focus mainly on the US “Aside from the delicious Caipirinhas at the table.” because it’s cachaça’s largest export that are perfect representatives of Brazil’s Punch has also been on the agenda for market by value ($2.77m) and second in tropical lifestyle, we continue to educate Leblon cachaça and Erick Castro, from volume to Germany. Unlike Germany, people about how easy and fun it is to the Rickhouse in San Francisco, came up exports to the US grew from 1.2m mix Bossa in other unexpected ways.” with a Leblon recipe for the Manhattan litres in 2008 to 1.39m litres in 2009. Different ways include the Tudo Libre – Cocktail Classic – a New York festival to In Germany, volume dropped from Bossa and cola – and Bossa ’n’ Tonic. celebrate the history and contemporary 3.7m litres in 2008 to 2.57m in 2009, cocktail culture. according to the Brazilian Institute of Greater scope Although Leblon founder Steve Cachaça. Paraguay, Bolivia and Portugal Pitú cachaça’s US distributor Winebow’s Luttmann is keen to see cachaça used lie in third, fourth and fifth positions director of spirits, Scott Tallon, says the in new ways, he is to launch a Save the and volume has increased in all three category is still all about the Caipirinha Caipirinha campaign in the US. countries between 2008 and 2009. but there’s scope for more. He says: “The purpose  p33

JULY 2010 drinksint.com Drinks International 31 Cachaça

Pitú Punch marks of the campaign is to educate people a cocktail change about the differences in cachaça and, for cachaça, specifically, the difference between an which is normally associated with industrial mass-produced cachaça and the ubiquitous an alambique craft batch cachaça, the Caipirinha ultimate result being a better Caipirinha. “The campaign started as an initiative to ‘save the Caipirinha’ from such posers as vodka (ie Caipiroskas). Now it focuses on how to save Brazil’s national cocktail in general by drinking Caipirinhas made with fine alambique cachaças.” All this campaigning must make people thirsty because, according to Luttmann, Leblon has grown 35% so far in 2010, after growing 25% in 2009. He says: “We are now the market leader in the US and globally we expect our business to in Brazil. She has been most instrumental in prima facie, ‘Brazilian’ and can only achieve more than 35,000 9-litre cases with pushing for the same branding that be made in Brazil. So, the current use this year.” tequila enjoys in Mexico or cognac enjoys in America of ‘Brazilian rum’ is already Luttmann is no stranger to an eye- in France. protective of our product’s true origin, catching campaign, having launched the “I remember the first go around with but Brazilians probably won’t be able to “legalise caçhaca” campaign in 2009. the TTB (formerly the Bureau of Alcohol, have it both ways. He says: “The campaign continues Tobacco, Firearms & Explosives) only “So, if this name change based on to be an excellent device to clearly resulted in higher taxes as it categorised technical definition is attained, it may differentiate cachaça from rum, and to cachaça as rum instead of a speciality open a dangerous Pandora’s box for get attention. And, most importantly, spirit and taxed it accordingly. Brazilian producers whose initial aim was it has the attention of the US “Now in the US cachaça is exactly the opposite.” government’s Alcohol & Tobacco lumped in with all the imported Gomes continues: “Moreover, by Tax & Trade Bureau (TTB), rum, meaning the only way to defining ‘cachaça’ as ‘not being a rum’, which has drafted a resolution to monitor the category volume is by as some supporters of this project clearly recognise cachaça as “cachaça” the export numbers as product is propose, Brazilian cachaça brands may and unique only to Brazil, taxed leaving Brazil.” then be legally barred from the enormous eliminating the words “Brazilian But Bossa’s Gomes isn’t and most lucrative rum market in rum” from the labelling.” convinced that removing ‘Brazilian the world, the US – one that is worth rum’ from bottles in the US is such remaining a part of and also going after.” Campaigning a good idea. A call to the TTB yields He says that if cachaça Future definition this response from director becomes a new category Gomes’s suggestion for the best future of public & media affairs in the US, based on a definition of cachaça for Brazilian Art Resnick: “A Notice defined formulation and/or producers reads thus: “If they cannot or of Proposed Rulemaking processes that are outside are not willing to completely cancel this regarding the status of that of other rums, any project within the US government, their cachaça was drafted and is in producer from any country best bet is to focus on petitioning the US the review process. I cannot in the world would likely government to create a sub-category of comment further on it until be allowed by the US rum, called Brazilian rum, under which it is published and do not government to import this you’ll find cachaça.” DI know when that will be.” new “US–approved cachaça” Pitú’s Tallon respects to the US market, as long Leblon’s efforts and adds as those US guidelines were that the ball was rolling followed in its production. before Leblon existed. He adds: “The Brazilian He says: “Regarding producers will have no “legalise cachaça” there power to stop them. In fact, are many more people who this will be the Brazilian did the heavy lifting before producers’ worst nightmare Leblon was even conceived because, once defined in that as a brand. The family way, cachaça may not be owner of Pitú, Maria das protected as Brazilian any Vitoria Cavalcante, is the longer. sitting president of the “On the other hand, Cachaça Producers Council ‘Brazilian rum’ is already, july 2010 drinksint.com Drinks International 33 Spanish Wine Spanish Wine

Spain’s wine producers are finding salvation in export markets as US and UK consumers embrace the country’s culture. Patricia Langton reports

Against the

Photo: Shutterstock/Joan Ramon Mendo Escoda

panish wine producers are discounting (three bottles for £10) Managing director Charles Elms increasingly dependent on practices adopted by supermarkets in The Spanish says the prospect of an end to deep export sales to balance particular in a bid to encourage spending. MArket is discounting is “encouraging for the books as the country’s Added to this there has been turmoil in becoming everyone”. Armed with a portfolio of economic crisis drags wine retailing and the industry has yet to more “modern and good-value-for-money painfullyS on into the second half of 2010. recover from the demise of First Quench Spanish wines” he’s confident Free Run As consumers have tightened their belts (the name behind Threshers and Wine european will be able to take advantage of some and stayed at home, the traditionally Rack stores, many of which have ceased interesting opportunities, led by a Rioja strong on-trade has been a visible casualty, trading since 2009). victor fuentes offering recently reinforced by three losing sales to the off-trade leading Victor However, with at least two retailers Barón reserva labels. de Ley Fuentes, general manager at Barón de – Asda and Sainsbury’s – notching up Elms says: “Rioja is still the ‘must Ley, to comment: “The Spanish market is prices on three-for-two deals, importers have’ – especially in high street multiples becoming more European.” specialising in Spanish wines, including and the independents, but the on-trade Thankfully, export prospects are Free Run Wines, are feeling more is good for Rueda as well as our [Viña looking up and notably so in the UK and optimistic. Albali] reservas and gran reservas from the US although pricing continues to be a Free Run Wines now offers a wide Valdepeñas.” major factor. portfolio from the Félix Solis Avantis The return to strength of the high wine group, covering price points from street retailer would also be welcomed Multiple challenges in the UK £3.99 to £19.99. The wines range from in the UK. As things stand, Oddbins Trading conditions have also been far its traditional base of Valdepeñas to the largely has the field to itself and, under from favourable in the UK due to an higher premium wines of the Pagos del the management of Simon Baile, its range unsavoury mix of economic malaise, Rey group of wineries developed since has significantly improved. Its Spanish unfavourable exchange rates, taxes 2002 (Ribera del Duero, Toro, Rueda and selection offers plenty of choice, with on alcohol and the widespread deep now Rioja). wines from lesser-known  p36 july 2010 drinksint.com Drinks International 35 Spanish Wine regions such as Costers del Segre, Faustino has branched out from its Bierzo, Priorat and Toro, as well as traditional base, Rioja in this case, to ever-popular Rioja wines. offer wines from a variety of regions, including La Mancha, Navarra and US opportunities Ribera del Duero (see box). Prospects for Spanish producers Export manager Antonio Pinilla are also looking brighter in the says: “Rioja is the first of the three US, thanks to steady economic most reputed ‘Rs’ – together with recovery, though much depends Ribera del Duero and Rías on a more favourable and Baixas – but nowadays other stable euro/dollar exchange regions are also successful rate. in the US. Spain is offering Rioja producer CVNE is extraordinary quality, well- Glimpse of the future particularly bullish about presented labels and very Grupo Faustino’s new Portia winery in Ribera del Duero opens its doors the US. Export director José attractive prices.” to the public this autumn, complete with visitor attractions including a Luis Riga says: “The US is How has the first half restaurant. This latest addition to a series of Spanish wineries featuring one of the top five markets of 2010 been for Grupo spectacular modern architecture is the result of a project headed by the for us, yet with the potential Faustino? “We have seen UK’s Lord Norman Foster of architects Foster & Partners. to become the number one in double-digit growth. It is also Portia is Foster’s first winery project and follows previous well-known the medium term.” true that last year numbers works linked to his name, including Wembley Stadium and Beijing Until now, CVNE has were really difficult – but Airport. The budget for Portia is reported to be around €35m. focused on its higher what is important for us it “Grupo Faustino wanted to do something to mark its 150th premium wines, including that our gran reserva and anniversary in 2011 and Ribera del Duero is both an area where it Imperial, Viña Real and reserva business is recovering, was not present and one of Spain’s rising stars,” says export director Contino and, if the exchange not only in the off-trade but Antonio Pinilla. rate is unfavourable, this also in the on-trade, which Situated 60 minutes by car from Madrid, the winery was designed in makes it (and others focusing means the US consumer is close collaboration with Portia winemaker Raul Quemada and features on the upper end) a player in getting out and starting to three interconnecting sections for fermentation, ageing and bottling. the now more challenging $20- buy higher premium wines It serves Grupo Faustino’s 990ha of vineyards, which were acquired plus arena. again.” during the 1980s and are within a radius of 15km. In order to exploit the opportunities Pinilla, like Riga, is watching the Three wines are now offered: Portia 2006 (£12.99), Portia Prima 2007 Riga sees in the market, the “freshest exchange rate keenly and he underlines (£15.99) and the more youthful Elbeia Roble 2009 (£8.99), the first wine and most competitive wines” from the the importance of other factors to ensure made at the winery and aged for just a few months in American oak. portfolio are heading stateside: Cune Spain’s progress and competitive strength. Quemada’s aim is to offer full-bodied Tinta del País (Tempranillo) white, rosé, crianza and reserva ($10.99- “More than ever Spain must overdeliver wines from Portia in line with the Ribera del Duero wine style, however $23.99). in terms of quality and maintain the he seeks more elegance, fruit and aromas and French oak will Furthermore, as he explains, the unique personality of her wines,” he says. increasingly be used over American to achieve this. The current wines, producer is going through “major At Marqués de Caceres marketing complemented by an elegant label design, are an impressive debut. changes” in its distribution setup. manager Anne Vallejo reports improved “CVNE has taken a stake in Europevin, sales, especially for its reserva and crianza a well-established importer, and this wines in the US market. However, the Bodegas Valdemar launches will allow us to implement a balanced producer’s strategy for this market, its Tempranillo Blanco on-trade/off-trade strategy in the most leading export market, is not to chase efficient way,” he says. volume. Vallejo says: “Our main objective Bodegas Valdemar is one of the first producers to launch a wine made With all this in place Riga is confident is to maintain our market share and exclusively from Tempranillo Blanco – a lesser-known local grape variety of good progress across the CVNE brand image without having to recur and one of the six traditional and non-traditional white varieties which portfolio, though much depends on the to the aggressive pricing policies being joined the line-up of permitted Rioja grapes in 2007. exchange rate. “Hopefully the current implemented in certain states such as Inspiración Valdemar Tempranillo Blanco makes its debut with the 2009 exchange rate [the euro stood at around Florida. Our brand policy is based on vintage and follows a number of years of experimentation to get the best 1.25 to the dollar at early June] will offering high quality at sustainable prices.” from this “new” variety by winemaker Gonzalo Ortiz. It joins another recent remain stable for the rest of the year and Finally, as Pinilla points out, there’s original offering from the producer: Inspiración Valdemar Maturana Tinta red. reservas will be back below $20. Ours good general awareness among US Tempranillo Blanco, which has a very similar DNA to its red namesake, offers [Rioja category] is in steady but firm consumers of Spain’s achievements a structured wine style – this wine is enhanced by fermentation and short growth, as opposed to major booms across gastronomy, culture and sport ageing in new French oak and its citric and tropical fruits make it a completely followed by major declines seen in other to help things along. Think Penelope different proposition to other Rioja whites typically made from Viura. regions,” he says. “Continuous market Cruz, sportsmen such as Rafael Nadal work and investment is key.” and Pau Gassol, Bilbao’s Guggenheim The view regarding the US market at museum, El Bulli restaurant and its many Grupo Faustino is also upbeat – not just disciples and the all-round popularity of for Rioja but for other Spanish regions tapas-style dining. So there are reasons too. for Spain’s wine exporters to be cheerful, Like Félix Solis Avantis, Grupo after all. DI

36 Drinks International Closures

After huge amounts of research and enormous investment in wine-stopper development, the long-standing arguments are all but over. Christian Davis seeks closure in the debate Stop gap

asically a stopper is to keep There is not the room in this feature the wine in and oxygen out. to explore the scientific issues – the You do not want to spoil latest to exercise minds is OTR (oxygen or taint the wine but that transmission rates, the ingress of oxygen is it. Increasingly, it is not past or through closures which influences Bimportant what it is made of as long as it ageing and can lead to oxidation) and functions technically. The market decides philosophical debates. For those wishing what it wants. to go deeper, Drinks International These are the words of Dean Banister, commends DI contributor Jamie Goode, commercial director of Diam Closures. who has a PhD in plant biology. He “We have come a long way over the past wrote the respected Wine Science book 10 years. There used to be evangelistic and his website, wineanorak.com, and his views but the emotion has gone out of it.” article on closures on the Wines & Vines Those quotes indicate what a long way website are good places to start. the wine industry and its suppliers have A recent article in Vineyard & Winery come over the past decade or so. The Management, a leading North American tastings and wine competitions issue of TCA (2,4,6-Trichloranisole, the technical publication, commented that l the wine media no longer views cork reaction between chlorine and organic hardly anyone was talking about cork taint as a big story phenols with mould and moisture to form and tainted wines any more. l cork will continue to co-exist with the TCA compound, which produces Robert Parker and Jancis Robinson screwcap and synthetic closures. the musty smell and taste associated MW, arguably the world’s most with “corked” wine) has all but been influential wine writers, have both At a recent series of wine tastings in kicked into the long grass. The major commented on the fact that they taste FSC accredited cork is the London, Drinks International asked closure of choice for the cork producers, particularly Portuguese fewer corked wines these days. Co-op in the UK and it has various wine buyers about company company Amorim, the largest cork The article’s conclusions are: approved Amorim’s new policy (if any) towards closures and their processor in the world, have spent l after years of expressing disappointment Acquamark corks which, the own opinions. millions on research and investment in with cork stoppers, leading wine writers company says, are recyclable, Asda, the UK’s second largest biodegradable and are said to procedures. They would claim to have all are changing their tune have been processed to give multiple retailer, is owned by the US but eradicated TCA from their corks. l cork taint is showing up in fewer superior sealing capacity retailing giant, Walmart. Wine selection

38 Drinks International Closures

manager Philippa Carr MW says: “We do not dictate to suppliers. It is a case of whatever is appropriate to the wine. Screwcap has been a challenge, particularly as regards getting the sulphur management right. Nevertheless, I’m a real fan of screwcap. “It is a case of whatever is right for the wine. Some producers do not have (access to) a bottling line or a particular region does not have a screwcap bottling line, so if they wish to use synthetic or cork, we are not going to force people. I have nothing against cork but we are not in the business of wines for long-term ageing and that is the strength of cork. Customers want clean, sound, fault-free wines, day in, day out,” Carr says. be happy with an alternative, especially quality cork and Diam,” he says. Justin Howard-Sneyd MW is global with white, rosé and fruity red wines. Vicky Wood, the Co-op beer, wines and wine director of Direct Wines, which “There are the double-disk closures spirits category marketing manager, gives is one of the world’s largest mail-order such as Amorim’s Twin Top and we chapter and verse: “The Co-operative wine suppliers. He worked formely for are approving the Diam stopper,” says aims to match the closure with the We have Safeway (in the UK) and UK retailers Howard-Sneyd. “We do not do a lot with individual wine. relaxed the Sainsbury’s and Waitrose. Direct has a plastic. As far as screwcap is concerned “Where the opportunities arise, we are view that £340m turnover and its global operations I feel there are no issues over sulphur actively seeking to replace synthetics with customers constitute: 75% Europe (predominantly regime or oxygen management. That is natural closures, and we would like to did not UK, Germany and Switzerland), 20% US all well understood now.” move as many of our own-brand wines want to see and 5% Australasia. Paul Bastard, wine development as possible to FSC (Forest Stewardship He tells DI: “Until recently we took the manager for the Co-op multiple retailer Council)-accredited cork. To this end, we screwcap view that, as our customers were older and convenience store operator in the have approved Acquamark closures from Justin than the average and therefore likely to UK, is not a fan of synthetic closures. Amorim. Earlier this year, we moved a Howard- be more traditional, we preferred cork- “I’m not too keen on synthetic – you selection of our own-brand wine range to sneyd based closures. We have recently relaxed can’t pull it out, you can’t put it back in. FSC-accredited cork, following months Direct Wines the view that customers did not want to Screwcap is becoming more and more of collaboration with supplier Kingsland see screwcap. We now think they would prevalent but there is still room for best Wines & Spirits.  p41 july 2010 drinksint.com Drinks International 39 Closures

“We also like the technical capabilities Closures – of Diam closures. We have sought SO 2 global share (sulphur) levels that are lower than ‘normal’ for many years, and work with 18.3 million closures Cork the wineries to match the redox potential 70% Screwcap 16% of the wine with the level of SO used to 2 Synthetic 14% minimise oxidative/reductive effects later Source: industry estimates on. A big challenge remains in minimising oxygen pick-up at bottling.” Neil Towns, head of buying at P&O Ferries, which runs ferries from the UK to France, Spain and Ireland, says: “As far as traditional glass bottles go, our customers are comfortable with either these days. With their tastes and favourites being well established prior to travelling with us, they are rarely surprised by a screwcap or a cork. “In my opinion the debate is increasingly one that concerns the industry rather than the customer, particularly at the more popular end of the market,” adds Towns. “Our Cork forest in Portugal customers want good quality, fresh wine and providing they get it they are all handy enough with a corkscrew or dextrous enough for the screwcap.” Finally, a view from Tesco, one of (Above) Stelvin closure Below: Vicky Wood the world’s largest retailers. Category technical manager Andy Gale tells Drinks International: “Our closure strategy is designed to maximise shelf-life of the product, reduce any incidence of taint or flavour scalping and present our wines at synthetic corks to high-performance co- says that, while synthetic is seen as the their optimum for customers. extruded synthetic and technical corks cheapest stopper, Amorim’s new cork He says the key elements of this l commitment to investigate and trial variants can undercut alternatives “by strategy are: novel closure technologies as much as 50%”. De Jesus also reveals l adoption of screwcap where possible l aspire to use only most sustainable that a new, improved Twin Top is due out and relevant closures. later this year. l move to high-grade natural cork for Gale concludes: “Broadly, most suppliers Apart from the improved quality and fine wines and for those markets that are sympathetic to our requirements, with performance of cork, De Jesus makes the legislate against alternative closures the exception of those markets where point that, with premium packaging so l move away from injection-moulded legislation does not permit alternative important in consumer choice, cork ticks closures.” boxes when it comes to a more upmarket image and it boasts environmentally Security and anti-counterfeiting The suppliers friendly credentials with cork forests A huge issue for many international brand owners and producers of And so on to the makers. Amorim has being managed sustainably and the cork super and ultra-premium variants is counterfeiting. As well as the health been at the forefront of the battle to factories recycling everything from heat of the brand, there is also the health of the consumer to consider. A bad subjugate TCA. As well as its Twin Top and water to the cork dust. spirit can blind or kill someone. (two discs of quality natural cork top While many seem to be signing the Guala, a 50-year-old company specialising in plastic injection and bottom with granulated cork in letter of condolences to synthetic closures, that started by making parts for table football, is one of the leading between) closure, it has introduced the Nomacorc, which claims to be the largest manufacturers of “security” stoppers. competitively priced Neutrocork, similar maker of alternative closures, says it Essentially the company makes and assembles stoppers that make to Diam, and Acquamark. completed a record quarter with all-time refilling all but impossible. One of its stoppers comprises 15 parts. So, Last January Amorim’s Luxury Unit high volumes in the first quarter and its along with invisible inks and tags, the idea of the security closure is for unveiled the Top Series for spirits bottles. growth is double digit worldwide. it to be so secure that the only way you can get it off is by breaking the Gordon & MacPhail chose it for its The company’s chief executive, Lars neck of the bottle. Mortlach 70 Year Old, which is claimed von Kantzow, says: “Winemakers When you have a brand such as Diageo’s Johnnie Walker Blue Label to be the world’s oldest scotch with a continue to embrace our closures because King George V, which retails for approximately £450, it is vital for all price tag of £10,000. they deliver consistent oxygen transfer concerned that the consumer is drinking the real thing. Amorim marketing and rates and ensure optimal wine maturation communications director Carlos de Jesus in the bottle.” DI

JulY 2010 drinksint.com Drinks International 41 XyxyxyxyxyXyxyxyxyXyxyxyx WineZone

Mcguigan semillon targets New Zealand sauvignan blanc ith an increasing reputation for brand owner Australian Vintage. Blanc, The Semillon Blanc will feature the words innovation, Australia’s McGuigan Wines Grapes were sourced from outside Semillon’s “New wine style” on the label, along with reference Whas developed a new style of Semillon, traditional Hunter Valley stronghold, in the less words such as “zinginess” and “fresh” in the back intended to capture a slice of the ever-growing highly priced areas of mid-New South Wales and label description. market in New World Sauvignon Blanc. Sunraysia. The Semillon Blanc will be available initially on The company’s 18 winemakers were challenged Semillon can make many different styles of wine, a six-month exclusive at Tesco in the UK from July, with this task, each having one tank to fill with largely depending on how ripe the grapes are at priced at £6.99 with promotions down to £4.99. a wine made to the brief: “How do we make a harvest. It “ticks a lot of boxes”, according to “They have taken the initiative and we want to white wine that is going to pull people away from McGuigan: it matures at a lower alcohol level; can give them the first shot at it,” says McGuigan. The Sauvignon Blanc?” be made at any price point; is a “classic” variety; company has produced a first run of 300,000 litres At 11.5% abv, the chosen wine – a 2010 vintage doesn’t need oak (due to its inherent richness); has and, says McGuigan will “see how it goes” before bottling – is relatively low in alcohol compared longevity in the bottle; has the “halo effect” of deciding whether to make it available in other with the mainstream, although relatively high for already being known for quality, albeit with wines markets, including Australia. Australian Semillon. in a traditionally more “challenging”, rich and It takes a lot to impress Dan Jago, Tesco category It’s grassy, smoky and lemony on the nose with steely style. director for beers, wines and spirits. But at the baked pear and apple, and is explosive on the palate “The message we’ve got to get to the consumer is, product’s launch at the London International Wine with lemon curd and zingy acidity backed by a pithy this is new from Australia,” says McGuigan. “It’s Fair in May, Jago said: “This is potentially the most richness. “It will lose its floral character relatively fruity, it’s exciting.” exciting thing I’ve seen from Australia in a very quickly but retain its steel, and will develop those With the name intended to subtly direct the long time. It’s got the flavours, it’s got the style, secondary [honeyed, buttery] characters more consumer’s mind towards Australia’s main rival in and it’s from a producer who people are beginning quickly,” says Neil McGuigan, general manager at the zesty dry white market, New Zealand Sauvignon to recognise.”

English/Welsh SIAL food exhibition tempts wine professionals he organisers of SIAL claim that wine is wines celebrated Tgaining a firm footing in the exhibition. The trade show, which takes place between The results of the English & Welsh Wine of the Year Competition are in. A record number October 17 and 21 at the Parc des Expositions in of medals were awarded across the style Paris Nord Villepinte, is claimed to be the “largest categories by a judging panel of five Masters meeting place in the world for the food profession” of Wine, chaired by Susan McCraith MW. – manufacturing, mass retail catering and food According to the organisers, results showed service”. It says more than 200 exhibitors show the quality of the 2009 vintage, particularly in the dry white and still rosé categories. wines and almost half have global interests. Sparkling wines were consistently impressive. With 40% of visitors classified as The category that stood out most for the “international”, research conducted by SIAL after judges was the still rosé section, where six the 2008 show shows more than 16,000 visitors gold medals were awarded (none were gained in the 2009 competition). were interested in the wine sector with 73% saying The trophy for this category – the Waitrose they consider attending the show because of its Rosé Trophy – was won by Camel Valley wine element. The organisers say exhibitors told Fortnum & Mason Rosé 2009. them many buyers they meet are responsible for The Gore-Browne Trophy for Wine of the specifying a raft of products, not just food-related. Year was awarded for the second year in a row to Ridgeview Wine Estate, this year In an effort to tempt more wine professionals, for their Grosvenor Blanc de Blancs 2001, SIAL says it is also laying on an innovation bottled in magnums. For the full results, see forum, a meeting place for wine professionals englishwineproducers.com/results and a Best Buy 2010 Selection highlighting good value-for-money wines. july 2010 drinksint.com Drinks International 43 International Beer Challenge

GOLD Birra Toccalmatto (Italy) Sibilla Surfing Hop Birrifficio Del Ducato (Italy) Top of the Black Jack Verdi Imperial Stout Sally Brown “Baraggo” Boston Beer Company (US) Samuel Adams Stony Brook Red Samuel Adams Utopias 2009 Samuel Adams Imperial Pilsner Samuel Adams Noble Pilsner Doppio Malto Brewing Co (Italy) Mahogany IPA hops Fyne Ales (Scotland) Highlander Vital Spark Brewers globally are busy Grand Ridge Brewing (Australia ) Natural Blonde perfecting styles and creating new Harvey & Son (England) Prince of Denmark techniques, as the latest IBC shows Harviestoun Brewery (Scotland) Ola Dubh 30 Old Engine Oil Redoak Brewery (Australia) he International Beer Challenge is now skimming the cream for the super jury to taste and Redoak IPA in its 14th year and entries have come reward. Judging took place at famous London beer Redoak Baltic Porter from 16 countries, including Russia, pub the White Horse in Parsons Green. Salopian Brewing Company (England) Peru, Namibia and Scotland. The Super Jury included Jeff Evans, Nick Dolan, Darwin’s Origin Judges were selected from across Glenn Payne, Melissa Cole, Evelyne Canteranne, St Austell Brewery (England) Tthe industry – from brewers to beer writers and Alex Barlow. The main jury included Jeff Evans, Smugglers Vintage Ale retailers. Chairman for the eighth year running Jeff Kelly Ryan, Andreas Falt, Stephano Cossi, Glynn Proper Job Evans said: “The beers submitted exemplify just how Davis, Simon Lewis, Ron Pattinson, Steve Williams, Thornbridge Brewery (England) exciting the world of beer is today – how brewers are Mark Dredge, Adrian Tierney-Jones, Helen Windle, Kipling not just perfecting beer styles that have been around Ed Bains, Tom Cadden, Nigel Tarn, Carl Kins, Bracia for centuries but also how they are expanding the Mark Johnson, Martin Howe, Adam Fenton, Tom Valscura Brewery (Italy) horizons of beer lovers by creating new styles and Fryer, Ben Lockwood, Phil Lowry, Jasper Smith, Passionale experimenting with new techniques and ingredients. Des De Moor, Joanne Miller, Glenn Payne, Matteo Weihenstephan (Germany) “There has never been a better time to drink Milan, Alan Dunn, Paul Buttrick, Pete Brown, Tim Weihenstephan Hefewiess bottled beer.” Hampson, Lucy Britner, Richard Dinwoodie, Zeph Judges blind-tasted hundreds of beers before King and Duff Wallace.

44 Drinks International SILVER Holgate Brewery (Australia) Arran Brewery (Scotland) Hopinator Arran Blonde Hook Norton Brewery (England) Baltika Breweries (Russia) Twelve Days Baltika No 8 Wheat Kelburn Brewery (Scotland) Birra Del Borgo (Italy) Cart Blanche Re Ale Extra La Birra Di Meni (Italy) Keto Reporter Durgnes Birrifficio Del Ducato (Italy) Mitchell Kraus Brewing (England) Winterlude Mitchell Kraus American Pale Ale No2 Verdi Imperial Stout Moor Beer (England) Birrificio Turbacci (Italy) Old Freddy Walker Turbacci Black Nail Brewing Australia Boston Beer Company (US) Nail Stout Samuel Adams Scotch Ale Imperial Clout Stout Samuel Adams Black Lager Purity Brewing (England) Samuel Adams Latitude 48 Pure UBU Samuel Adams Cream Stout Purple Moose Brewery (Wales) Samuel Adams Imperial Stout Dark side of the Moose Samuel Adams New World Triple Redoak Brewery (Australia) Freedom Brewery (England) Redoak Blackberry Wheat Beer Freedom Pilsner RJ King Walker Brewing Co (US) Freedom Organic Lager Wing Walker Pale Ale Fuller Smith & Turner (England) Sharps Brewery (England) ESB Massive Ale Fyne Ales (Scotland) Special Avalanche St Arnou (Australia) Grand Ridge Brewing (Australia) St Arnou Premium Blonde Supershine St Austell Brewery (England) Hatlifter Stout M&S Cornish IPA Moonshine Clouded Yellow Harvey & Son (England) St Peters Brewery (England) Bill the Brewer Ruby Red Imperial Extra Double Stout Thornbridge Brewery (England) Harviestoun Brewery (Scotland) Jaipur Schiehallion Halcyon Hawkshead Brewery (England) Williams Brothers Brewery (Scotland) Red Kelpie Holgate Brewery (Australia) Ebulum Mount Macedon Ale Midnight Sun july 2010 drinksint.com Drinks International 45 International Beer Challenge

Frederic Robinson (England) BRONZE M&s Cheshire Chocolate Porter Adnams (England) Chocolate TOM Adnams Innovation Unicorn Premium Adnams The Bitter Fuller Smith & Turner (England) Arran Brewery (Scotland) 1845 Red Squirrel London Pride Baltika Breweries (Russia) G Menebrea e Figli (Italy) Baltika No 4 Original Menabrea 1846 Baltika No 6 Porter Grand Ridge Brewing (Australia) Batemans Brewery (England) Gippsland Gold Dark Lord Harvey & Son (England) Triple XB Old Ale Birra Del Borgo (Italy) Christmas Ale Re Ale Harviestoun Brewery (Scotland) Birra Toccalmatto (Italy) Bitter & Twisted Fumè du Sanglier Hawkshead Brewery (England) Birrifficio Del Ducato (Italy) Lakeland Gold Chimera Hawthorn Brewing Co (Australia) Birrificio Turbacci (Italy) Amber Ale Turbacci Quinn Hook Norton Brewery (England) Turbacci Strong Ale Hooky Gold Birrifico B3 (Italy) Haymaker Levante Old Hooky Bitter End Brewing (England) Jennings Brewery (England) Lakeland Honey Snecklifter Lakeland IPA Joseph Holt (England) Black Sheep Brewery (England) Maple Moon Riggwelter Six Ex Blue Tongue Brewery (Australia) La Birra Di Meni (Italy) Blue Tongue Premium Light Pirinat Blue Tongue Pilsner Mitchell Kraus Brewing (England) Boston Beer Company (US) Mitchell Kraus Czech Pilsener No1 Samuel Adams Honey Porter Moor Beer (England) Samuel Adams Holiday Porter Peat Porter Samuel Adams Irish Red Fusion Samuel Adams Old Ben Old Ale JJJ IPA Samuel Adams Mile High Barleywine Namibia Breweries (Namibia) Samuel Adams Octoberfest Windhoek Sam Light Outback Brewery (Australia) Brass Historique de l’Abbaye du Outback Brewery Chili Beer Cateau (France) Vivat triple Perla Browary Lubelskie (Poland) Brasserie Des Sources (France) Perla Vieux-Lille Blonde Redoak Brewery (Australia) Cairngorm Brewery (Scotland) Redoak Miyuki M&S Scottish Ale Ridgeway Brewing (England) Carlow Brewing Co (Ireland) Reindeer Droppings M&S Irish Stout Querkus Carlsberg India Ridgeway Imperial Red Tuborg Strong Ridgeway Triple Barley CCM Distillery (Mexico) Ridgeway Foreign Export Stout Stewart Brewing (Scotland) Bohemia Roscoe’s Hop House (US) St Giles Clausthaler (Germany) Roscoe’s Hop House Pale Ale Thornbridge Brewery (England) Clausthaler Sharps Brewery (England) St Petersburg Cosmos Brewery (Thailand) Honey Spice Triple Jaipur (Bottle Conditioned) Chang Export St Enodoc Double UCP Backus Y Johnston (Peru) Crouch Vale Brewery (England) Shepherd Neame (England) Malta Cusquena M&s Essex Summer Ale Asda Extra Special Whitechapel Porter Cusquena Premium Dark Star Brewing (England) St Austell Brewery (England) Whittingtons Brewery (England) Imperial Admirals Ale Winters Tail Doppio Malto Brewing Co (Italy) Tribute Woodfordes Brewery (England) Zingibeer G-Free M&S Norfolk Bitter

46 Drinks International Design & Packaging

GOLD ESTABLISHED Birra di Meni Pirinat Birrificio Italiano Cassissona Design to the Birrifico Italiano Tipopils Cusquena Premium Nardons Sam Adams Triple Bock

NEW Moor (range) fore Septem Fridays and Mondays (both) t’s important to recognise that a beer’s packaging can have a massive influence on a consumer’s purchasing SILVER decision. Does it stand out on the shelf? Is the label REPACKAGED well designed? What does it say about the liquid St Austell HSD inside? What shape is the bottle and how does this St Austell Tribute enhanceI the consumer experience? Thornbridge Jaipur So during the 2009 IBC, Drinks International separated the design and packaging element from the tasting NEW competition. We then recruited a panel of beer, marketing Bitter End Lakeland IPA and design experts to help reward design and packaging excellence.

Judging panel BRONZE The judges were: Pete Brown, beer writer; Tim ESTABLISHED Croxson, operations director, glass & packaging Birificio Turbacci – Turbacci Black supplier Croxsons; Sean McEvoy, sales manager Birrificio Cittavecchia – Karnera Olympus Labels; Paul Foulkes-Arellano, managing Hook Norton 12 Days director, Wren & Rowe design agency; Jeff Pickthall, Hook Norton Double Stout specialist beer bar/microbar founder; Jeff Rosenmeier, Hook Norton Haymaker Lovibonds brewery founder; and Samantha Briney, Hook Norton Hooky Bitter advertisement manager, Off-Licence News. Hook Norton Old Hooky Purity Pure UBU St Austell Smugglers WEST St Mungo

REPACKAGED Jennings Cumberland Ale Williams Brothers Kelpie World Brews Rialto

NEW Hogs Back Gardeners Tipple Hogs Back TEA Mitchell Krause (range)

july 2010 drinksint.com Drinks International 47 Cider

Much as it has been a phenomenon in the UK, cider still struggles to find its place on the world stage. Nigel Huddleston reports on the latest brand activity worldwide Growing the niche ider has become the drink for the female market; and luxury, The big picture of the moment among boutique brands with one eye on links The cider market is dominated by a significant sector of with the culinary world. northern Europe and the English-speaking younger drinkers in the Figures from the UK-based Nielsen world, while the emerging markets UK – but the prospects research organisation put 2009 growth of the Far East and the BRIC nations forC its advancement in the rest of the at 7% and the market at just under £2 hardly make the remotest edges of most world continue to look patchy. billion. international cider suppliers’ radars. It took a consumer-driven, over-ice That represents a slowing down on The UK claims more than a third of serve to bring life back to what was recent years, but still impressive given the global sales and, according to the British a flagging market in the UK, still the economic downturn and set against a 3% National Association of Cider Makers, world’s biggest cider market by far. fall in beer sales. 59% of EU cider sales are in the UK. What became known as the “Magners South Africa saw 11% growth in “It’s very difficult to take a global phenomenon” – taking the name of the cider sales between 2008 and 2009 view, because it’s such a diverse market,” anglicised version of the Irish Bulmers and reports from Australia also suggest says Davin Nugent, managing director brand owned by C&C International – double-digit growth, but elsewhere the of Cider of Sweden, which manages quickly spawned a host of imitators. picture is mixed, with the traditional, the Kopparberg cider brand in the UK, It also opened the door to niche artisanal cider markets of France and Ireland, Spain and the US. products targeted at different consumer Spain both down. groups: perry reinvented as “pear cider” Euromonitor International puts global Share of EU Cider South Africa for the young adult market; rosé ciders growth at around 4%, but for cider volumes (%) Trends tend to be micro “global” is a term that needs some 1 UK 59.2 rather than macro in qualification. 2 Ireland 11.6 nature. South Africa 3 France 7.9 is one of the fastest- 4 Spain 6.1 growing markets of any Germany 5 4.6 scale and is dominated 6 Finland 4.6 by winemaker Distell’s 7 Sweden 4.0 Hunter’s and Savanna 8 Belgium 2.6 9 Lithuania 0.4 brands – the former 10 Denmark 0.3 trading in Magners- Source:UK National Association of style over-ice Cider Makers territory, the latter

48 Drinks International Cider

Another exporter looking to make a play in the growing Australian market is New Zealand’s Ballydooly, which entered into a joint venture with Western Australia’s Gage Road Brewing to make premium cider for the Australian market two years ago.

New Zealand New Zealand itself has seen a fledgling premium bottled cider category emerging, led by Crushed Apple from Monteith’s, owned by Asia Pacific Breweries, in which Heineken has a stake. Monteith’s brewery manager, Tony Mercer, says it was trying to “raise the bar” on cider, which has been growing at Growing the 13% in the country. “It has had an image problem caused in part by low-rent PET bottles and low- quality raw materials where concentrate has been used. “Kiwis are keen on natural products that have a great taste, not products made from concentrates.” Migration between New Zealand and the UK is also a feature of the growth in New Zealand, he added. “There is a reverse flow of New Zealanders returning from their overseas emigrations and niche bringing with them the tastes they have aping the vitality of south American beer in Australia, among them the British developed.” by shoving a wedge of lemon in the bottle boutique cider producer Aspall, as part of for an on-premise serve. a reciprocal distribution agreement with US/Canada South African market growth has Australia’s Little World Beverages, whose In the US, the market is growing for encouraged Heineken to launch its British Pipsqueak cider Aspall sells in the UK. boutique “hard cider” – as opposed Strongbow brand – the world’s best- “Little World has the same philosophy to the notion of cider as a soft, non- selling cider brand with around 15% of as Aspall, focusing on heritage, alcoholic drink – led by the likes of world sales – into the market. authenticity and premium products for Woodchuck and a clutch of brands that “It was the first major launch for a cider the top end of the market,” says Henry are side projects for bigger craft brewers, in a number of years,” says Heineken’s Chevallier Guild, Aspall partner and such as Boston Beer’s Hardcore. international cider marketing manager exports director. He adds that Aspall is There’s also a sizeable presence for Steven Greaves. “It was the scale of the doing “phenomenally well” three years Heineken’s Strongbow, driven by ex-pat market and its dynamism that appealed and after its Australian launch. Brits and sales in English or Irish bars in we’d been doing very well with Heineken in “The Australian drinking culture cities such as New York and Chicago. that market so it made a lot of sense.” is similar to that of the UK, with a The complexities of state distribution genuine demand for premium quality,” in the US are a big turn-off for many Australia says Chevallier Guild. “The weather in overseas brands that lack scale, though Strongbow already had Australia also helps. While we’re seeing the UK’s Aspall claims to have coverage a longer-term presence an ironing-out of the traditional summer of 90% of the country. in Australia through a sales-peak in the UK, sunny days will “Although there is good potential, we licensing deal with the always have a positive impact on sales. don’t expect the cider market to catch Foster’s Group, which has “We also believe the significant number on at the same rate as it has done in also launched Viper, an of Australians living in the UK is influencing Australia,” admits Chevallier Guild. RTD cider-based mix the cider market in Australia. When Nugent at Kopparberg adds: “There with vodka or gin, and Australians return home many search out are recognisably mainstream brands on the upmarket Mercury the cider they enjoyed in the UK.” the west coasts of Canada and the US Artisan brand. The Australian market is also being but the market is really about pockets of But it’s in ciders driven by ex-pat Brits visiting and living appreciation and understanding among from smaller, craft in Australia, says Nugent at Kopparberg. aficionados.” producers where a “There’s huge demand but it’s all ex- Vincor Canada’s Growers is the biggest lot of the interest lies pats,” he insists. brand in Canada, claiming  p50

july 2010 drinksint.com Drinks International 49 Cider

47% of the market, though virtually took over the Fox Barrel cider company all of its 1 million cases sold annually of California. are in the western provinces of British Chief executive Joe Heron claims: Columbia, Alberta, Saskatchewan and “Crispin is now well-placed in terms of Manitoba. scale and a diversified super-premium Growers’ focus is on cider flavours, portfolio to compete at the highest levels with White Cranberry bringing its within the global cider market.” portfolio up to 16 when it was launched The deal brings together Fox Barrels’ last year. hard ciders, made from west coast apple Canada has also started to export a juice with a Crispin line-up that includes handful of sweet ice ciders to the US its artisanal cloudy ciders Honey Crisp and UK markets, made in a similar way and The Saint, both of which champion to its ice wines with cold harvest and the over-ice serve. fermentation of the apples for a rich, dessert wine-style flavour, but it’s an Global niche ultra-niche market with bottles selling Consolidation could strengthen the for upwards of £25 in the UK on-premise hand in the global drinks market of an market. industry that is largely populated by Woodchuck is the hard cider smaller players, but for cider to make a A question of style market leader in the US and, although major breakthrough on the world stage Strongbow claims around 14% of the it’s bigger deals that are really going to The UK and most other English-speaking markets have been market, Greaves says: “We’re really only cut the ice. experiencing something of a cider boom, but in mainland Europe and scratching the surface.” Though this year’s acquisition by C&C Ireland times have been tougher. “Coming in as an outsider you’ve got international of the UK’s Gaymer cider The global downturn brought reversals in Ireland, Spain, Finland and to have deep pockets to crack the US,” company was big news in Ireland and France – all markets where local and regional styles dominate. says Nugent at Cider of Sweden. “We’ve the UK, it hasn’t done much to upset the In Ireland, C&C’s Bulmers has a virtual monopoly and, although just launched in 400 bars in Manhattan status quo on the world drinks stage. Sweden’s Kopparberg claims to have stolen 5% of the market, “new and are rolling out into off-premise, but If a global picture of the cider market is brands don’t have the same momentum as in the UK,” says Nugent. it’s almost a bar-by-bar approach, trying to emerge then Heineken seems certain to Spain and France are virtually NPD-free zones too. Greaves at to introduce American consumers to play a central part in it. Heineken says: “Spain is all about local product and British ex-pats, the idea of what a cider is. Hard cider is It’s got the world’s biggest brand in whereas in France it’s more of a family celebration drink with locally- really associated with alcopops in many Strongbow, is the number one player in made products in Brittany and Normandy.” people eyes.” the world’s biggest cider market, and has Heineken is looking to open up a cider market in its native Nugent says Kopparberg is steering some sort of presence in all the major Netherlands after launching Strongbow there last year. away from ex-pat English and Irish bars. markets of any size. Nordic countries are noted for their sweeter style of cider, and more “We’re trying to get into more upmarket, If anyone is going to crack one of the traditional ciders have found it hard going there, says Nugent. edgier bars and take a different approach. BRIC countries, then Heineken seems to “Magners and Bulmers struggle to get shelf space,” says Nugent. It’s an expensive and slow way to do fit the bill, though other global brewers “They’re trying to do what they do in the UK but consumers in things but hopefully it will give us the arguably have more say in those markets. Scandinavia are used to a much sweeter taste profile and it doesn’t long-term presence in the market.” “If you look at South America, it would seem to transfer to those markets as much as the Swedish or Finnish One US cider producer looking to really need A-B Inbev or SAB Miller to style works elsewhere.” break into export is Minneapolis-based come in and do something and they really Greaves at Heineken, which has Finland’s number two brand in Crispin Cider, which recently haven’t got the background in cider,” says Upcider, agrees. Nugent. “There would need to be “It’s a sweet style of cider – more like an RTD market – and if cider is a huge change in public awareness going to expand globally then that’s probably not the way to go. and understanding – and to what “RTDs grew very rapidly and declined very rapidly within the space end would they want to do that of about 15 years. If you want a quick buck you can do that, but it won’t when it would just take away from create a sustainable category.” their beer business?” Greaves at Heineken adds: “Companies such as ours are “We are making tentative steps into always looking for opportunities Russia where there seems to be a strong and have projects going in each interest in the brand,” says Chevallier of the major markets. There’s Guild at Aspall. “We are in ongoing certainly massive potential for dialogues with a number of other cider. It’s just a question of countries following several enquiries, which beer makers have the although it is unlikely any of these markets facilities and the knowledge to will ever be as big as that of the UK.” break those markets.” It’s that essential fact that seems certain It might be left to a handful to keep cider as a niche product, focused of plucky smaller producers to on a handful of its traditionally strong try to take them on for now. markets; at least in the short-term. DI

50 Drinks International drinksint.com july 2010 BARZONE

BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS CO

Snow Patrol with Paolo Nutini (back) RHubbiseadinhg h totelo go hegetsre p lease and emerging Irish

stars Heathers supermodel’s vote Andres Poveda CPR Poveda Andres Arthur’s day Diageo has announced the return of its Arthur’s Day celebrations for stout brand Guinness, with celebrations to take place on September 23 in Ireland, Europe, Asia, Africa, North America and the Caribbean. Arthur’s Day celebrates Arthur Guinness and benefits the Arthur Guinness Fund, which supports entrepreneurs aiming to make changes in communities around the world. Corona Extra beer opened a pop-up beach Supermodel Helena Christensen was the The worldwide toast will begin in Ireland on September 23 with hotel made of rubbish last week. first guest. HA Schult said: “The exterior and live music performances taking place simultaneously in the Guinness The Save the Beach Hotel, in the centre of interior will be unattractive, will have no water, Brewery at St James’s Gate and in pubs and venues throughout Dublin, the city, was built using litter collected from neither electricity nor comfort; it will reflect the Cork and Galway. Acts include Snow Patrol, Jay Sean and Paolo Nutini. European beaches and it was designed by way things might end up if we do not take care German artist HA Schult. of our planet.”

Britner’s Blog BB DI’s Lucy Britner shares her world recently went on a cocktail DaVinci Code-style trip to Bénédictine… The Béné King was a P I the Bénédictine Palais in Fécamp, France. Bénédictine-lover from Burnley in Bacardi is celebrating 500 years since an Italian monk Lancashire, England. called Dom Bernardo Vincelli came up with the recipe The Burnley Miners’ Club is for Bénédictine. Vincelli came from an Italian monastery the single largest consumer of founded by St Benedict of Nursia, who created the Bénédictine in the UK because Bénédictine order. Hence the name of the liqueur, or elixir the East Lancashire regiment was as it was known. Like lots of herbal drinks, Bénédictine stationed near Fécamp during was believed to have medicinal qualities and though we WW1 and drank Bénédictine and know there are 27 herbs and spices in the mix, only three hot water in the trenches with people know the secret recipe. French soldiers. They took the So anyway, the Bénédictine Palais is a fascinating drink back to the UK and it has celebration of the liqueur and its revival in 1863 by a remained popular ever since. Fécamp-based wine trader who stumbled upon an old, almost So dedicated was ‘Béné illegible book that contained the recipe for Bénédictine. King’ Harry Eccleston to the The wine trader – Alexandre Le Grand – stuffed the Palais liqueur that, when he died, his full of his collectables, including locks and keys, old musical son wrote a poem and sent instruments and a pair of giant boots (you’ll have to go to the it to the Palais along with Palais to find out more about those). his father’s photograph. So These aren’t, however, the most curious artefacts. On a wall the last line’s all yours Béné upstairs, there’s a picture of a large, toothless gentleman called junior: “Just go to the Miners and ask the ‘Béné King’ - this leads to another twist in the legacy of for a Béné and hot.”

52 Drinks International BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS COCKTAILS BEER CLUBS PEOPLE RECIPES BARTENDERS CO

Heading to go here please a taste of paradise

Heaven Hill Distilleries has Reid Hafer, senior brand launched the 21st flavour of its manager, said: “With the addition Burnett’s flavoured vodka brand. of pineapple to the flavoured The new flavour – pineapple vodka line we are able to – joins blueberry, cherry, expand the brand portfolio citrus, coconut, cranberry, without cannibalising espresso, fruit punch, existing flavours.” grape, lime, mango, orange, The new product will be peach, pink lemonade, available throughout the pomegranate, raspberry, sour US in 1.75-litre, 1-litre, 75cl, apple, strawberry, sweet tea, and 50cl sizes, bottled at vanilla and watermelon. 35% alcohol by volume (70 All Burnett’s vodkas are proof). quadruple distilled and triple The suggested retail price Own a piece of islay filtered. is $9.99 for 75cl.

Find it hard to meet fellow peaty whisky to collect their “rent” – a dram of chums? Want to “own” a square foot of Laphroaig. land on Islay? The group also has access to special Get ready mixing it up Well, you’re not alone – 400,000 Laphroaig Cáirdeas editions – “cáirdeas” people are now members of Friends of means friends in Gaelic. Friends also for Licor 43 Laphroaig and they can be found in 161 occasionally get to go to nice dinners and to Rum-ble countries around the world. drink Laphroaig cocktails, like the one Appleton Estate has launched the Appleton Spanish liqueur Licor 43 is on the Friends are given a square foot of land here, invented by Brian Silva at Rules Estate Jamaica rum International Bartender hunt for a UK brand ambassador. on Islay and are invited to the distillery restaurant in London. What’s not to like? Challenge & Showcase to select the top Mixologists from across the UK bartenders from 10 of the brand’s key markets. are being invited to prove their The winner of each challenge will have the skill, style and flair in a bid to Slightly too comfortable friend chance to travel to Jamaica in October to represent represent the global brand in the ➔ 35ml Laphroaig 10 Year Old their country at the showcase in Kingston. UK throughout 2010/2011. ➔ 15ml Southern Comfort 50% Markets selected to participate in this There’s also a prize – a trip to ➔ 15ml Martini Extra Dry programme are Jamaica, Australia, Canada, three Mediterranean party cities. Cayman, Mexico, New Zealand, Peru, Spain, Regional heats involve mixologists Method: Add all the ingredients to a mixing glass. Squeeze in three or the UK and the US. making two Licor 43-based seasonal four drops of fresh orange. Add ice and stir to mellow and balance. Strain The showcase in Jamaica will see each cocktails, plus an original take on into a large, iced old-fashioned glass. Garnish with a lemon peel. bartender man their own station, where they the Vanilla Daiquiri. The winners of will make Appleton Estate Jamaica Rum the regional heats will be flown to cocktails made with Jamaican fruits and other Barcelona, Valencia and Ibiza Town. specialities they will have selected on trips to Drawing inspiration from the Four New York local markets and grocery stores on the days Mediterranean, the finalists will then bartenders crossed preceding the event. go head to head in a mix-off to the pond to show impress the judging panel. the Brits what they The regional heats are in do with U’Luvka Brighton’s Mekaba on July 6, Barrio vodka. Central, London on July 12 and Aicha Sharpe, Raconteur, Edinburgh, on July 19. John Lermayer, The final will take place in Jackson Cannon September in London following the and Dushan Zaric trip to Spain. each created two The winner will be awarded cocktails, one £4,000 to conduct 12 days of in-bar signature and one for the brand, at London’s Lonsdale Bar. education, training and judging, Highlights included Zaric’s Mediterra Cocktail – a sweet and bitter mix attend a photo-shoot for the brand, of U’Luvka Vodka, honey syrup and Boiron fig purée. and regularly contribute to the And Sharpe’s Funking Grape Cocktail – a mix of U’Luvka Vodka, red liqueur’s blog. seedless grapes, slightly oaked Chardonnay, and simple syrup.

july 2010 drinksint.com Drinks International 53 DepartureZone... Ballantine ambassador wins US Open golf tournament

Graeme McDowell, the Northern Ireland golfer who won Championship Blend either on the birth of my first child, or June’s US Open golf tournament, is a global ambassador for my first major win – Pebble Beach came first.” Ballantine’s, the world’s number two scotch whisky. McDowell is the first European in 40 years to win the Having held off the likes of Tiger Woods, Phil Mickelson US Open – held this year at the Pebble Beach course in and Ernie Els, McDowell was said to be celebrating with a California. Wearing the Ballantine’s logo on his left sleeve, bottle of rare Ballantine’s Championship Blend, which he he has represented Ballantine’s at many events since winning co-created with Ballantine’s master blender, Sandy Hyslop. The Ballantine’s Championship title in Korea in 2008. McDowell said: “Ballantine’s has always been a lucky McDowell won the US Open by one shot from France’s charm for me and since my 2008 Ballantine’s Championship Gregory Havret with Ernie Els two behind in third and Phil win in Korea I’ve played some of the best golf of my life. I Mickelson and Tiger Woods tied fourth. He is now almost said I would open my very special bottle of The Ballantine’s certain to secure a Ryder Cup place this October. Smokehead rocks talisker bounty hoves to Smokehead, the seriously powerful single malt whisky, is The expedition following Captain Bligh’s the official whisky sponsor of Classic Rock magazine, VIP notorious 4,000 mile journey across the sponsor for one of this year’s biggest rock events, London’s Pacific from Tonga on The Bounty 221 years High Voltage Festival (July 24-25), and the Classic Rock ago, is pictured arriving in Kupang, West Roll of Honour 2010 Awards in November, attended by, Timor. and celebrating, rock’s greats. Four men completed the journey in a Smokehead’s new advertisement will feature heavily 25ft open wooden boat with no navigation in Classic Rock and its sister publication, Prog Rock, charts, two weeks’ supply of water, little throughout 2010. food and not much else. A GPS tracking The campaign takes its system, locked away from the crew, allowed lead from Smokehead’s the boat to be tracked. distinctive packaging, The expedition was sponsored by Talisker, cocooning a skull, the the Diageo-owned Isle of Skye single malt time-honoured symbol whisky brand. McIntyre’s grandparents of rock. emigrated to Australia from Skye shortly Iain Weir, marketing after their marriage in 1901. director for Ian The crew is hoping to raise $250,000 for a Macleod Distillers, motor neurone disease charity in the UK. said: “Combining its adventurous and modern packaging with a rich The Season app rollercoaster of challenging flavours, Smokehead The Season in England used to be about young debutants defies conformity and from the upper classes seeing and being seen at events such what people would as Wimbledon, Henley Regatta and Glyndebourne opera. traditionally expect from Veuve Clicquot has always produced a handy booklet an award-winning single telling you what is on and where. Now the champagne malt whisky. Smokehead is marque has refreshed and updated the “Season” by turning powerful, intense and not for the faint-hearted. The perfect it into an app for mobile phones and including everything match for a Classic Rock lover.” from the iTunes festival to art shows and literary events. Rock on.

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54 Drinks International drinksint.com july 2010