A DIFFERENTDIFFERENT BREEDBREEDD OF BOURBON.BOURBONN. IntroducingIntroducing thethe newestnewest member of tthehe Beam ffamily.amily. Madede witwithh ffour-year-oldourr-y-yearr--old Jim Beam® Bourbon, RReded SStagtag bbyy Jim Beam™ is sloslowlywly Learn more at infused witwithh naturnaturalal blacblackk ccherryherry THEEREDSTAGREDSTTAAAGG.COM.COM _eZohkl _hk Z lfhhma mZlm^ maZml perperfectfect as a shoshott or mixmixedeed witwithh cola. Now available ata watering holes everywheeverywhere.ere. ® Red Stag by Jim Beam™ KentuckyKentuckky Straight Bourbon Whiskey Infused with Natural Flavors,F 40% Alc./Vol.Alc./Vol. ©2009 James B. Beam Distillingilling Co., Clermont, KY.KYY.. THE OFFICIAL PRICELIST OF THE IOWA ALCOHOLIC BEVERAGES DIVISION FEBRUARY 2010 IowaABD.com PUBLISHED BY DavisDenny 2545 Highland Avenue, An Alarming Trend Suite 102 Birmingham, AL 35205 E-mail: [email protected] “First you take a drink, then the drink takes a drink, then the drink takes you.” CREATIVE DIRECTOR F. Scott Fitzgerald (1896 — 1940) Pilar Taylor CONTRIBUTING WRITERS Luke Anthony Norma Butterworth-McKittrick I have been involved in the alcohol industry for three decades now. Throughout my IABD CONTRIBUTIONS career, I have witnessed trends come in and out of vogue but, in my opinion, a recent Tonya Dusold Shannon Hagge swing in the marketplace is cause for concern. Suppliers seem to be rushing to develop products with highly concentrated alcohol (HCA). Top shelf and value brands alike are ADVERTISING & PRODUCTION MANAGER introducing 100-proof or higher versions of best selling labels. Popularity and avail- Margriet Linthout ability of traditional HCA products, such as absinthe, are increasing as well. For more information about this publication and/or advertising rates, call Margriet Linthout at While 80-proof has been the upper strength for most liquor, there has always been 205.933.0355. more potent options available. Previously, however, HCA brands have not been top ILLUSTRATIONS Pilar Taylor sellers. Everclear, which is 151-proof, now regularly makes it into the “Hot 100” best Iowa Liquor Quarterly is published selling liquors in Iowa. quarterly under the direction of the Iowa Alcoholic Beverages Division (IABD). Prices are subject The rise in popularity of HCA seems to coincide with an increase in alcohol-related to change at the discretion of the IABD without prior notice. incidences. Late last year, a Drake University student was hospitalized after drinking All art in this publication ©2010 DavisDenny. All rights reserved. numerous cups of Everclear. His blood alcohol concentration (BAC) was 0.50 – over Reproduction in whole or in part without written permission six times the legal limit – a level that has proven lethal in many cases. prohibited. DavisDenny makes every effort to publish a correct price list and editorial content, A Daily Iowan investigative report at the University of Iowa found the average range of however certain information is furnished to DavisDenny by oth- BAC in students with alcohol-related violations is on the rise, too. Five years ago, the ers. DavisDenny is responsible for any errors or misrepresentations average range was 0.13 to 0.17. Today, that number is double to triple the legal limit within its control and not the Iowa for intoxication at an average of 0.18 to 0.25. A corresponding increase in ambulance Alcoholic Beverages Division. DavisDenny will indemnify the divi- calls to the downtown Iowa City bar area was reportedly up 37 percent as well. sion regarding any such errors or misrepresentations. The materials contained in this publication may not be copied, duplicated or used The Iowa Alcoholic Beverages Commission is interested in reviewing HCA in Iowa. E\ DQ\ RWKHU SHUVRQ ¿UP RU RUJD Full strength Everclear, which is 190-proof, is no longer available in the state, but the nizations in whole or part, without the express written consent of 1 American Wine & Liquor Quarter- lies and DavisDenny. 151-proof version is, as well as over 30 products 100-proof The comments received so far indicate that many citizens be- and above. The discussion needs to focus on all highly con- lieve the abuse related to HCA should rest on the individual. centrated alcohol, not just a single label. Simply put, more is People have a personal liability to use alcohol responsibly needed than to just clear the air on Everclear. or suffer the consequences – even illegal underage drinkers. The other side of that coin examines the damage done to so- ciety as a whole by such products. With over 1,300 available The Commission and I are open to public suggestions and products listed in Iowa, the question presented is what pur- need to investigate further before taking any action. A fo- pose does HCA serve other than to get one extremely drunk rum was held in January at Drake University and public at a very rapid pace? input, which can be submitted on the Division’s website at IowaABD.com, is still welcome. While highly concentrated alcohol raises serious concern, I acknowledge that I don’t have all the answers. I believe Potential future actions could be as simple as educating the the State, alcohol industry and general public need to public about the inherent risks associated with consuming openly take on the topic and see where it leads. That dia- HCA or limiting the size selection of HCA brands. More logue needs to be sooner than later, before the drink takestakes another victim. restrictive alternatives would include requiring a lower alco- hol content in products or banning HCA all together. The CHEERS! Commission will draw up recommendations based on public input from the website, the forum at Drake University and additional research as to how other states are addressing LYNN M. WALDING the issue. Administrator BLOOD-ALCOHOL CONCENTRATION (BAC) SPECTRUM The body experiences increasing degrees of impairment as blood-alcohol concentration rises Relaxation Loss of depth Aggression Numbness Loss of bladder control Sense of perception Depression well-being Nausea 'LIÀFXOW\ EUHDWKLQJ Sadness Stupor High risk of death Loss of Sleepiness Unconsciousness inhibition Mood swings Reduced sensations Slowed heart rate Loss of Emotional Coma Mania Lack of balance coordina- arousal Risk of death tion Anger Risk of death .00 .05 .10 .20 .30 .40 Each tenth of a percent equals one gram of alcohol per 1,000 grams of an individual’s blood. 2 Source: National Institutes of Health, Presentation to Partnership for Alcohol Safety Monica and her husband Burk, with her Kawasaki Mean Streak during the summer of 2008. Monica riding her palomino paint, Daisy, on her farm last summer. F F A T S monica E H T T E E M Lundstrom PURCHASING ASSISTANT What was the best part of ;LEX EVI ]SYV NSF HYXMIW EW E TYVGLEWMRK working in the Warehouse? assistant? People probably think it’s 1] ÁVWX TVMSVMX] MW EP[E]W XS XEOI SVHIVW JVSQ weird, but I really enjoyed Class E liquor licensees and that’s how I spend the physical part. I was up most of my time. I also spend a lot of time moving around, slinging on the computer working on special orders: boxes and picking bottles researching, entering them into the system and all day long. The job was a placing orders. I am in charge of the monthly 10-hour workout! Now I sit mailing of the newsletter and price book for at a desk for 8 hours a day truck mail. and have to workout during my time off. I also liked the ;LEX HS ]SY PMOI XS HS [LIR ]SY¸VI RSX MR relaxed atmosphere out there. XLI SJÁGI# I got along really well with a I spend a lot of time riding my horse, Daisy. lot of the guys. She’s a 5-year-old palomino paint and was a gift from my husband. We live on a 160-acre farm, so Now that you are on the we have lots of space to run. I also love to ride SJÁGI WMHI [LEX MW ]SYV my motorcycle. I have a Kawasaki Mean Streak favorite part of your job? and my husband has a Nomad. We have gone I like dealing with all kinds of people with wildly to a lot of bike rallies around the state. It’s fun different personalities. I talk to liquor managers of to spend the weekend listening to bands and big box stores and owners of ma and pop stores too. people watching. I have two teenage sons who I I always have to be on my toes to gauge a person’s love hanging out with as well. Mark is our family mood without ever seeing their face. Sometimes rock star; he plays guitar. Matthew is my mini- people are in a great mood and kid around. Other me. He rides a dirt bike but we’re hoping to get 3 times people don’t have time and are more serious. him something a little bigger soon. SOMETHING FOR EVERYON SOMETHING FOR EVE SOMETHING FONOWRTHEE VERYONE ONLY ISSUE IS TRYING SOMETTHO FIINND G FOR EV ROOM FOR ALL THESE OMETHING FORVOEDKVAS OEN RYONE YOUR STORE SHELVES. WITH NEW FLAVORS, CLEVER MARKETING, INNOVATIVE BRAND EXTENSIONS, AND BY NOAH ROTHBAUM A PRODUCT FOR EVERY and pricy brands launching seemingly week - Note: This excerpt is printed with permission from ly, more and more shelves were gobbled up the May/June 2009 issue of StateWays—the BUDGET IN TOUGH Beverage Alcohol Merchandising Magazine for by the spirit. Soon a legion of vodkas had Control States . taken over prominent real estate in America’s ECONOMIC TIMES, THE It all started with just a couple of shelves of already overcrowded stores. VODKA CATEGORY vodka. Then like something out of the musi - cal Little Shop of Horrors, the vodka selec - continued on page 10 CONTINUES TO DRIVE tion in retail shops and state liquor stores INDUSTRY SALES.