BIN

Inside
20

6 2 INDUSTRY INSIGHT
By Alan Forester, CPA, Attorney
50 INDUSTRY REPORT
AGAVELUTION!
Industry pros discuss tequila –
4 SPEAK EASY plus, the Top 100 Tequilas
A CHAT WITH CRAIG WOLF and Mezcals!
WSWA's President & CEO
68 BRAND PROFILE
6 INDUSTRY REPORT SKYY INFUSIONS PINEAPPLE
THE COCKTAIL'S FUTURE
What's next for America's 70 CORPORATE PROFILE
drinkers? PERNOD RICARD USA

16 WHAT’S BREWING 76 CATEGORY FOCUS

THE PRESENCE OF ABSINTHE
88 20 COVER FEATURE
FERRARI-CARANO
The mystique-filled elixir has evolved
into a full-blown spirits category,
THREE CHEERS FOR THE REDS, populated with brands that balance
WHITES AND GREEN! herbs and spices with a storied
Ferrari-Carano stays successful history and a promising future.
beyond its great American wines,
putting more emphasis on 88 INDUSTRY EVENT
environmentally sound practices LE TOURMENT VERT ABSINTHE
and providing superb value for
trade and consumers. 90 CORPORATE PROFILE
42 ARTISAN BRANDS
30 BRAND PROFILE
BLUE ICE ORGANIC 92 NEW PRODUCTS & PROMOTIONS
WINTER WHEAT VODKA
94 INDUSTRY NEWS
32 HOTEL TRENDS
STAY AWHILE 94 MARKETING NEWS
Through innovative beverage
programs, hotels strive to keep 98 INDUSTRY INSIGHT
customers on property. By David Rippentrop,
Adult Beverage Recruiter
40 CORPORATE PROFILE
B & I OVERSEAS TRADING 100 POUR OF THE MONTH
FINEST CALL MIXERS
42 CATEGORY FOCUS
TEQUILA TERROIR
50 Can you tell a tequila by its region?
INDUSTRY INSIGHT
BY ALAN FORESTER, CPA, ATTORNEY
WWW.ABCLAWYER.COM 800-464-1040
BIN
Beverage Industry News
VOLUME 98, ISSUE NUMBER 33
FOUNDED IN 1934
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SEXUAL HARASSMENT, EMPLOYER’S RESPONSIBILITY
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 BRAND PROFILE

21ST CENTURY SPIRITS

BLUE, GOLD AND BOLD

Blue Ice Organic Winter Wheat Vodka
arrives just in time for today’s eco-conscious,
value-demanding consumers

B
lue Ice Organic Winter Wheat Vodka, the newest member of Organic Winter Wheat grown and harvest-
the Blue Ice family is quickly finding a place on shelves at ed in America. Until the end, he was tuned
into what trade customers and consumers
retailers, bars and restaurants everywhere. While the spirit’s
wanted, and was keenly aware that a young,
exceptional blend of pristine Idaho water and certified organic wheat well-educated and socially conscious market
make it the perfect neutral base for a range of cocktails, its versatility is actively sought a spirit that would be kinder
heightened by its value and the distiller’s emphasis on environmentally to the Earth in its production yet still fit
friendly production. right in to today’s bar and mixology culture.”
Handcrafted and quality assured as a
kosher and USDA Certified Organic bever-
“Blue Ice Organic Winter Wheat Vodka
isn’t just a marketing hook,” explains Kevin
“Quality, affordability and age, Blue Ice Organic Wheat Vodka is dis-
Egan, Vice President of Sales and Marketing
for 21st Century Spirits. “Our embrace of our
social responsibility are tinguished with its harmonious blend of pris-
tine Idaho water and locally harvested, cer-
customers’ demand for eco-friendly products just a few of the many tified organic winter wheat. Distiller Bill
and quality for a great price gives the spirit a Scott, meanwhile, achieves this result using
real edge in today’s market. Consumers and influences that have shaped the distillery’s certified organic fermentation
trade alike will appreciate the vodka’s special process that uses no chemical additives of
distillation process developed by Master the rise and evolution of any kind.
Distiller Bill Scott not only for its subtle taste “In a crowded market inundated with
and smoothness, but also the care that went the Blue Ice brand.” fly-by-night brands, here today, gone tomor-
into making it. The organic winter wheat row, Blue Ice has successfully circumvented
– Kevin Egan, Vice President of Sales and Marketing
specially selected for the new spirit imparts a this fate by focusing on the fundamental pri-
smooth body and a crisp, refreshing finish “Even after a lifetime of successes in the orities of today's modern-day consumer,”
that compliments other cocktail ingredients beverage industry, Myerson's creative and said Egan. “Quality, affordability and social
and is designed to please the discriminating entrepreneurial spirit was still going strong,” responsibility are just a few of the many
vodka connoisseur.” recalls Egan. “Just as he was inspired to influences that have shaped the rise and
Egan also points out with confidence launch the original Blue Ice Vodka in 2001, evolution of the Blue Ice brand. The contin-
that the highly anticipated introduction of pressing on to carry that achievement for- ued success of Blue Ice Vodka's flagship
Blue Ice Organic Winter Wheat Vodka not ward was a fun challenge for Jim, and he had potato vodka has parlayed into the birth of
only completes founder Jim Myerson’s lega- no intention of slowing down. Once he suc- Blue Ice Organic Wheat Vodka, the next
cy of creating the great American line of cessfully built his premium vodka into a natural progression in this family-owned
spirits, but also generate new enthusiasm for national brand, he wanted to show every- operation's devotion to bottling exceptional
made-in-the-USA spirits in general. body what could be accomplished with American vodkas.” I

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 Agavelution!
Tequila and mezcal have journeyed from bar and cocktail staples to a wide category
that is beginning to rival vodka in its range, versatility and luxury potential.
BY JESSICA CRISTOL

While vodka is still the world’s #1 consumed spirit, there is no

T
hough there is controversy sur-
rounding the true origins of the
Margarita—the perennial cocktail
that introduced generations of drinkers to
tequila–one thing spirits industry pros,
mixologists, food writers and consumers can
agree upon is that there is literally some-
thing for everybody. Producers of tequila
and mezcal, its hearty older brother, are
keenly aware of this and have taken agave-
based spirits from a category to a global
phenomenon going non-stop.
doubt that the tequila/mezcal category has long since proven it has
what it takes to be a force to be reckoned with. Along with its color-
ful Mexican origins and history, the spirit comes in as many varia-
tions as there is folklore to explain its allure. The versatility inherent
in the three varieties of tequilas (blanco/silver, reposado and anejo)
have carried the savviest brands beyond Spring Break and Mexican
restaurants into every kind of establishment, from exclusive upscale
lounges and chef-driven restaurants to neighborhood cafes.
As agave-based spirits have evolved (as the category now also
includes pre-mixed cocktails, coolers and cream liqueurs), it is impor-
tant to not only understand tequila’s history and development, but
what the different variations will mean for the category in the future.
Though economic times are tough, quality tequilas and mezcals at
every price point are still a must for bars, retail outlets and homes
everywhere. Professional mixologists and retailers, meanwhile, not
only need to know their blancos from their reposados and anejos, but
also need to translate those nuances to their customers whether they
are called for straight, on the rocks or as part of a cocktail.

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TOP 10 FLAVORED TEQUILAS
1. Gran Centenario Rosangel (Hibiscus-
infused tequila) 2. VooDoo Tiki Desert Rose
(Prickly Pear infused tequila) 3. Margaritaville
Paradise Passion 4. VooDoo Tiki Blue
Dragon (Blue Raspberry and Kiwi infused
tequila) 5. Milagro Mandarina Tequila
6. Caramba Pink Tequila 7. Jose Cuervo
Oranjo 8. Tanteo Chocolate Tequila 9. La Pinta
Pomegranate Infused Tequila 10. Tarantula
Tequila
TALKING TEQUILA
To make the increasingly complex learning curve for tequila flow a little more smoothly,
BEVERAGE INDUSTRY NEWS caught up with some tequila brand honchos to discuss
how and why their products are going strong, even as the economy and the tastes of con-
sumers are in a constant state of change.
The Great White (Spirits) Hope
BIN: Do you agree that this category is
becoming as competitive as Vodka?
ANTONIO PORTILLO,
S ENIOR B RAND BANAGER, SAUZA:
The tequila category has been experienc-
ing a revolution over recent years as more
and more consumers explore new and
exciting ways to enjoy this spirit. Sauza
Tequila is well-positioned for all tequila
occasions with Sauza Gold and Blanco, our
Hornitos line and the super-premium Tres
Generaciones family. Our Sauza Gold and
Blanco line launched its “Expect Fresh”
campaign in the 2008. “Expect Fresh”
challenges the standard tequila category
through an emphasis on refreshment, mix-
ability and fresh drinking experiences.
ELWYN GLADSTONE,
H EAD OF MARKETING, PROXIMO S PIRITS:
Tequila is only around 8% of the spirits
category versus 28% for Vodka, so it’s still
much smaller. Also, within vodka, there are
a large number of brands at every price
category, while there are much fewer for
tequila (i.e. Patron at the ultra premium,
1800 at the super-premium and Cuervo at
the Premium). That said, tequila is incredi-
bly competitive with spends getting bigger
and bigger. I think of all the categories, this
is going to be the one where we see the
most innovation in the next few years.
KEVIN EGAN,
VP OF SALES AND MARKETING,
21ST CENTURY S PIRITS,
ORO AZUL TEQUILA:
It’s an extremely competitive category. Will
it ever be as competitive as Vodkas?
Probably not for a long time. I think there
are ultimately limiting factors stemming
from the availability of the raw materials.
Vodka can be made from anything any-
where. As we all know Blue Agave is not
easy to cultivate, and takes a long time to
52 BIN 2 0 0 9 • I S S U E
mature, and there are limited defined geo-
graphical growing areas all serving to limit
production, availability and diversity.
J. GARY SHANSBY,
CHAIRMAN, PARTIDA TEQUILA:
More quality tequilas are coming to the US
market than ever before, but the category
is different from vodka because there is
greater differentiation with tequila, and
varied nuances in the taste profiles. You
could almost compare premium tequila to
fine wine more than to vodka, and the cat-
egory has a lot more room for a variety of
brands with distinctive styles. Of course,
consumption needs to continue to
increase to keep the category growing as
Americans discover the qualities and
diversity of the many premium tequilas
coming to market in the US.
MATT CARROLL,
CHIEF MARKETING OFFICER,
PATRÓN S PIRITS I NTERNATIONAL A.G:
Competition is good, especially in the
ultra-premium tequila category because
there is still a significant amount of educa-
tion we need to do to continue to make
people aware that ultra premium tequilas
are not the same as low-quality tequilas
people may remember from years ago.
The more players there are in the catego-
ry, the more opportunities there are to
raise awareness of this sophisticated, ver-
satile spirit.
DOUGLAS MCCREADIE,
PRESIDENT, MARGARITAVILLE S PIRITS:
We would probably argue that tequila is as
competitive as vodka and has been for
some time, particularly in the 100% Blue
Agave segment which has grown dramat-
ically over the last few years. Although
early evidence suggests that we are
beginning to see signs of consolidation, a
trend that is likely to accelerate as con-
sumer spending declines and fewer peo-
ple experiment with new and emerging
brands in favor of established offerings.
4
Brands that secured an early lead or
momentum during the last few years are
positioned well to ride out the tough eco-
nomic conditions. New brands will likely
struggle to find traction with the consumer
as fewer discretionary dollars lead to con-
servative consumer choices. Recessionary
times typically don’t favor brand experi-
mentation.
CHRIS MELENDEZ,
MANAGING D IRECTOR, 4 COPAS USA I NC:
This category is definitely gaining market
share across the board. It is becoming
more popular at non-traditional venues.
For example, 4 Copas has garnered menu
placement at Chains like PF Chang's, an
Asian bistro. The adaptability of blanco
tequilas is evidenced in restaurants serv-
ing drinks such as Lemon Drops.
VARDAN SARDARYAN,
CEO, TEQUILA DON RAMON:
Yes. Current sales data shows that tequila
is doubling in sales, and now trails only
Scotch and Vodka as the three top selling
spirits. We are in a growth period for
Tequila Don Ramon. We recently appoint-
ed Young’s Market Company as our pri-
mary distributor and anticipate that togeth-
er we will be adding points of distribution
in both off- and on-premise sales.
HENRY PREISS,
OWNER, PREISS I MPORTS:
In my opinion, tequila offers a interesting
flavor profile. As people’s palates mature
and they seek some new experiences,
tequila will benefit from that. In many ways,
tequila is becoming as competitive as
vodka, and not just because margarita
cocktails are still popular. Tequila is differ-
ent than vodka because the flavors of
most vodkas are not as multi-dimensional
as tequila. When you are mixing vodka
into a drink, you are not looking for that
vodka flavor to come back through. But in
tequila, you are looking for that flavor to
come back through in the final drink. A
well made cocktail recipe highlights a
tequila’s flavor rather than hides it.
KEVIN RUDER,
President, 901 Silver Tequila:
I feel that this category is just starting to
scratch the surface of competitive. The
consumer really is starting to understand
how complex 100% Agave tequila can be,
and I think that’s a great thing for the entire
category. Because of this, without question,
every marketer and brand has to be
smarter and more efficient during these
times. We will look to travel down the less
traditional route, while at the same time giv-
ing the consumer every chance possible to
sample 901 Silver tequila.
BIN: The current economic climate is
changing the way people drink, as peo-
ple are going out less frequently, and
instead buying tequila for entertaining
at home. How does your business
plans or philosophy address this?
HENRY PREISS: Though Chinaco may
not be your only choice of tequila, we are
confident we can earn a place on your
shelves because of our unique character
and style. Consumers are taken by the
uniqueness of a tequila, even in this econ-
omy. While we would like to see sales
numbers grow, sales for Chinaco are
remaining steady and that’s what prompt-
ed us to grow our company. While we lost
some on-premise business, we have
gained off-premise. The grass roots
approach and appeal of the brand has
made our consumers some of our best
ambassadors for the brand.
ERNESTO AGUIRRE,
OWNER, AGUIRRE TEQUILA I MPORTS
ANGEL B ENDITO & CANICAS TEQUILA:
In addition to conducting many tastings and
golf tournaments to keep up word-of-mouth,
we have dropped the price of Angel Bendito
about 12% to the retailer. However, we want
to make it clear that all of our products offer
value in the form of quality, while bigger name
brands offer our quality of product as a "spe-
cial edition" at two or three times the price.
MATT CARROLL: Entertaining at home
is definitely a growing trend, and to help
address that, we’ve created a program
launching this summer that promotes the
versatility and mixability of Patron Silver.
We’ve developed easy-to-prepare cocktails
made with Patron Silver and Patron
Citronge mixed with pomegranate, pineap-
ple and grapefruit juices. That said, tequila
is a great value and always has been,
regardless of economic conditions. Better
spirits make better cocktails. Consumers
understand that value at a few extra dollars
brings affordable, high quality cocktails.
ANTONIO PORTILLO: For Sauza, it is
important to educate consumers about
tequila so they can enjoy it at home. One
step we’re taking to easing home enter-
tainment is to launch Sauza Margarita-in-
a-Box, the first boxed margarita cocktail
made with real tequila to hit the market.
Sauza Margarita-in-a-Box is a convenient
and cost-effective way to celebrate at
home without the effort of mixing or
blending. Made from a refreshing blend of
lime juice, Sauza Blanco Tequila, triple sec
and margarita mix, legal purchase age
consumers need only add ice to make the
perfect margarita at home. The compact
and lightweight Margarita-in-a-Box fits
easily into a refrigerator, keeping it fresh
for up to six weeks after opening.
SIMON BARNEY,
CEO, Tequila Conde Azul:
The current economy is not affecting our
marketing plan. We are a start-up compa-
ny and each new state is additional busi-
ness. Our biggest concern is finding the
right distributors. I believe the liquor indus-
try is not as affected by this economic cli-
mate. People are going out to finer restau-
rants less often, but when they do go out,
they want to have better food and liquor.
DOUGLAS MCCREADIE: It is probable
that consumers will rediscover “cocooning”
and make the home their preferred venue
for entertaining. Helping consumers make
drinks at home seems to make sense and
will drive much of our planning as will an
emphasis on our Ready To Drink products,
which serve the same purpose by replacing
the drinks adopted in the on-premise
channel before the recession.
Margaritaville Tequila marketing invest-
ments and strategies will follow this obser-
vation and line of reasoning.
JESUS OSTOS,
EL J IMADOR US B RAND MANAGER:
An important part of the business for the
tequila category has happened in home
consumption. For this, el Jimador is
launching its new communication concept
“100% Agave, 100% Real” to capture the
attention of off-premise clients and new
consumers, and encourage consumers to
invite their friends to enjoy authentic
100% Blue Agave tequila when entertain-
ing. Our approach also encourages people
on- and off-premise to share original
tequila cocktail recipes for both different
types of occasions as well different types
of tequila expressions. If it’s a relaxed
evening with friends, the consumer may
enjoy el Jimador Anejo, and if it’s more of

TOP 10 LUXURY PACKAGE DESIGNS
1. Patron 2. Maestro Dobel 3. Partida
Tequila 4. Oro Azul Tequila 5. Milagro
6. El Conde Azul 7. Tequila Comisario
8. Clase Azul 9. El Mayor Tequila 10. Corzo
Megan Fisher, Sales Manager
Margaritaville Spirits
a party event enjoy a more refreshing
drink, el Jimador Authentic Paloma – el
Jimador Reposado with Fresca and a
splash of fresh lime juice.
JANE LUBA,
VP & CHIEF ADMINISTRATIVE OFFICER,
I NTERNATIONAL TASTING G ROUP:
Our website has a large educational com-
ponent to help people entertain at home
with all of the essentials for a successful
Tequila Tasting party. We also offer a “Party
in a Box”, our Tequila Tasting Kit which
includes three distinctly different brands of
100% Agave Reposado Tequila, two
Riedel Tequila Tasting Glasses, a special
jigger for measuring tasting pours and an
educational DVD, all packaged together in
a beautiful reusable shadow box. When
consumers cut back to conserve cash,
going to restaurants and bars less fre-
quently, it’s an “easy sell” to make the most
of enjoying tequila without “shortchanging”
oneself. If one indulges less frequently, it’s
okay to fully appreciate the experience
when indulging. Our method of promoting
TEQUILARACK’s Tasting Flights allows for
the small indulgence of tastes that one
would not normally purchase.
DONNA DECUNZO-TADDEO,
PRESIDENT, VOODOO TIKI TEQUILA:
We actually started out with heavier off-
premise promotions than on-premise, and
got known via a grassroots marketing cam-
paign that really targeted the end user. As a
result, most fans of the brands wanted the
bottles for their home bars and home enter-
taining. From there it began getting out to
bars, restaurants, and nightclubs, as con-
sumers would ask for it at their favorite on-
56 BIN 2 0 0 9 • I S S U E
Paul Spiby, General Manager
Twin Palms–Pasadena
premise locations – so for us, it isn’t a shift
at all. We’ve offered several promotional
items and e-books that assist the con-
sumer to host Voodoo Tiki Tequila Parties.
The Value of “Value”
At All Price Points
BIN: How is the current economic
climate having an effect on how you
will be conducting marketing on- and
off-premise in 2009 and 2010?
JIMMY TODD,
PRESIDENT, MARSALLE COMPANY:
Our brand is thriving in the current econo-
my because of our value to quality ratio.
Because the Banuelos family (distillers)
use only the best agave plants from their
fields, what we offer is comprable quality
to the $30 bottles of tequila for half the
price. We also have Ranchero a 100%
Agave product that retails for around $14
for a liter–available in both Silver and Gold.
We are in the process of rolling out Karma
Tequila. It has been in the works for quite
sometime. It will be available in Blanco
only and will retail in the mid $40 price
range. In addition, we will also be adding a
1.75L for Hacienda Vieja.
HENRY PREISS: We are using 2009 to
position ourselves and Chinaco in an opti-
mum way for 2010. We are adding people
instead of letting people go, including
sales managers. We will have a Latin
Division Sales Manager within a few
months of press time. By 2010, when the
economy looks a little brighter, we will be
in an even better position to get ourselves
4

TOP 10 CONTEMPORARY
PACKAGE DESIGNS
1. Caramba Tequila 2. 1800 Artist Series 3.
VooDoo Tiki Tequila 4. Mejor 5. Chaya 6.
Trago 7. Frida Kahlo Tequila 8. QX Tequila
9. TKO Tequila 10. Asombroso Tequila
TALKING TEQUILA
out there. That said, we are not changing
our marketing plan, because we are as
focused on hand-selling and selective
marketing as we are with choosing what
magazines to cover it. By hitting maga-
zines like BIN and Imbibe, that we feel are
attracting the right clientele and consumer
aficionados to offset what is not happen-
ing for us on-premise at this time. We
have very aggressive growth plans for the
company overall. Our intention is to grow
the company seven times over the next
five years, and adding people to do that.
We are bringing in high-powered talent
from other firms, such as the people who
created SKYY Vodka and sold it to trans-
form the company from being a sales
organization to a sales and marketing
organization.
ELWYN GLADSTONE: Proximo brands
are all growing at phenomenal rates.
Because we have such powerful brands,
we are going to be heavy-ing up on all of
them in terms of marketing spend. With
advertising, it’s a buyers market. You will
see very aggressive spends from us. In
addition, we are one of the very few com-
panies to be adding people to our organi-
zation. We have great off-premise pro-
grams to drive trial and consumption of
what is still America's favorite cocktail, the
Margarita. We are innovating with new fla-
vors of 'ready-to-serve' Margaritas, and
also doing lots of programs to educate the
consumer how to create the ultimate
Margarita using our 100% Agave tequilas
such as 1800 at home. By coming up with
exciting new products such as our recent-
ly launched 'Rosangel' (hibiscus infused
tequila) and our 1800 artist series bottles,
we keep our consumers excited about our
brands, waiting to see what we come up
with next!
JONATHAN SANDAK,
VP OF M EDIA, ISW S PIRITS:
We anticipate brands rolling out exotic
packaging, flavors and celebrity endorse-
ment. These new packages and products
are a constant in an industry that is contin-
ually looking to increase drink-ability. In
regards to ISW specifically, we will be
adding to our existing Tequila library, which
consists of Campo Azul, Don Alejandro and
Don Pepe. In terms of value, our top of the
58 BIN 2 0 0 9 • I S S U E
line Campo Azul Gran Reserva Extra Anejo
is priced at a very economical level, espe-
cially when you consider its 3+ years of
barrel aging and craftsmanship. Our entire
Tequila portfolio is of higher quality prod-
ucts at more affordable prices than you
may have seen several years ago when the
economy was stronger. This is due to the
current economy and our desire to provide
the best quality at the best prices.
DEREK SAULS: We have launched a
new marketing campaign for our Hornitos
line, Mischieve. Mischieve is about good-
natured and sophisticated mischief. The
campaign is bold, playful and clever and
embodies the adventure a consumer may
find on a night out. Michieve will be
brought to life in bars, restaurants and
liquor stores across the country. In bars,
you may see Mischieve coasters that offer
ideas to consumers on a new persona to
embrace for the night. In the off-premise,
curtain displays and floor graphics engage
consumers to learn more about Mischieve.
VARDAN SARDARYAN: We do not sell
Tequila Don Ramon as a “value” tequila, but
as a quality tequila that sets a lifestyle image
and a desire for happiness. Retailers will
always provide their customers with the
brands they want most. Consumers buy
products based upon an image they perceive
as close to what they think they are like. Our
advertising is designed to make them aware
of Tequila Don Ramon, identify with the
lifestyle we present and agree with our claim
of quality, taste and ultra-smoothness.
ERICK MORA
COO AND VICE PRESIDENT,
CARAMBA TEQUILA:
Though our provocative packaging has got-
ten us noticed, as has our tagline as “The
World’s Sexiest Tequila,” as a company, we
are dedicated to keeping our tequila pure in
its process. We make our tequila stand out
by having our world-renowned master dis-
tiller add special touches to the aging
processes, blending craftsmanship from
across the globe to bring to the consumer a
new blend of ultra premium tequila.
CHRIS MELENDEZ: We are evaluating
our pricing strategies, and actually since
we are former bankers, we are doing our
4

TOP 10 CROWD PLEASERS
1. Margaritaville 2. La Paz 3. Sauza 4. Cien
Años 5. Jose Cuervo Especial Tequila Silver
6. Juarez 7. Pepe Lopez 8. Casco Viejo
9. Buen Amigo 10. Two Fingers
TALKING TEQUILA
own economic forecasts in several geo-
graphical areas. We are aware of the cur-
rent market conditions, and have actually
taken that in consideration in our pricing,
and marketing focus. On-premise will
always be a large focus of ours, however
recently we have seen off-premise sales
spike. This tells us there is a segment in
the market that is enjoying our products
more at home. We will be focusing on the
complete cocktail by offering combinations
with our Agave Nectar at retail chains.
BIN: What are you doing to instill a
message of “value” to both the on- and
off-premise and the consumer clients
and still be true to what makes your
tequila different from the competitors?
KEVIN EGAN: I think it’s obvious that
brands are no longer built solely in the on -
premise. To build a brand in today’s envi-
ronment both the on- and off-premise
Markets need to be fully addressed. We will
use hand-sell demo teams in the key off-
premise establishments in the top tequila
markets. We will focus a percentage of
resources toward the Hispanic communi-
ties as well as anglo home consumers. I
look at it as an opportunity. There have
been many products in and out of the dis-
tilled spirits industry that were built during
times of adversity. We will market Oro Azul
accordingly, overspending in ‘09 and ‘10 to
establish a foothold in key tequila markets.
MATT CARROLL: For us, high quality is
not just a marketing term. It truly
describes what makes Patron different
and special. We chose the best agave
from the highlands of Jalisco, Mexico,
regarded as the premiere growing area for
agave. Every step in the process of creat-
ing Patron is accomplished with careful
precision that can only be done by hand.
CHRIS MELENDEZ: This is an interest-
ing question, and I am sure most tequila
companies out there worth their salt are
asking themselves this very question. The
consumer is demanding value, while also
demanding quality. We are in a unique sit-
uation as we are the world's only organic
and kosher tequila, and first to market we
do have a competitive advantage. The
60 BIN 2 0 0 9 • I S S U E
market knows our quality and our superior
taste. We are going to continue to com-
municate the message in the print and
broadcast media, and also focus on events
where the consumer can actually taste the
product, and decide for his or herself.
DONNA DECUNZO-TADDEO: Our
brand has always maintained the message
that Voodoo Tiki Tequila is an “Ultra-
Premium, hand-crafted value priced tequi-
la.” We are a smaller company, with less
overhead and less overall costs, we choose
the biggest and best agaves and slow cook
them over several days rather than several
hours, to make our tequila comparable to
those that cost hundreds of dollars at retail,
for less than a third of the price, not to
mention the fact that the tequila comes in
a one of a kind hand blown glass bottle
with a tiki inside, signed and numbered
with a unique magic word on every bottle.
Ultimately, consumers have a fixed amount
in this type of economy to spend on liquor.
Our consumers (fans) seem to be choos-
ing ours because of the quality and taste of
our tequila and because they enjoy collect-
ing the bottles even after the tequila is long
gone. We are more than just another bottle
of tequila--we are a lifestyle.
KEVIN RUDER: The demand for ultra pre-
mium tequila, such as 901 Silver, is very
strong. Even in today’s difficult economic cli-
mate, the consumer is not willing to trade
down when it comes to ultra premium tequi-
la. We have gone the extra step to make
sure that all of our ingredients, whether it be
the liquid or packaging, is second to none.
901 Silver is triple distilled, which makes it
the smoothest tequila on the market today.
We encourage our consumers to drink 901
on the rocks or neat, and there aren’t a
whole lot of other brands who are comfort-
able making that statement.
DOUGLAS MCCREADIE: Value for
Margaritaville Tequila is delivered, not just
by price point or the functional benefits of
a tequila brand, but also a brand’s ability to
satisfy the benefits sought by consumers.
We will be using other bands within the
family of Margaritaville to convey the value
of our brand: Radio Margaritaville on Sirius
is the soundtrack to your tropical escape.
4

TOP 20 BLANCOS
1. Gran Patron Platinum 2. 1800 Select
Silver Tequila 3. Chinaco Tequila Blanco
4. Maestro Dobel Diamond Tequila 5. 4 Copas
Blanco Tequila 6. El Conde Azul 7. Don
Ramon Platinum 8. 901 Silver 9. Gran
Centenario Plata Tequila 10. Amate Blanco
Tequila 11. 3 Amigos Blanco 12. Chaya
Silver 13. Jose Cuervo Platino Reserva de la
Familia 14. Querido Viejo Tequila Blanco
15. Cazadores Tequila Blanco 16. Senior
Frog Plata Tequila 17. Gran Centenario Plata
Tequila 18. Milagro Silver Tequila
19. 7 Leguas Tequila Blanco 20. Para Mi Tequila
TALKING TEQUILA
The Margaritaville Frozen Concoction
Maker will help you create your favorite
tequila drink at home, Margaritaville chips
and salsas will feed you and your friends
while vacationing at home. Margaritaville
Tequila will continue to be about island
escapism, as the consumer has expressed
a need to transport himself from the chal-
lenges and concerns of the economy. We
believe that we can deliver against this
desired benefit in a way no other brand is
able. Margaritaville is rooted in Staycation.
No lines, no passport, no problem!
Dollars and Senses
BIN: What will be some of the package
changes and new products being
launched in the next 18 months?
DONNA DECUNZO-TADDEO: We have
totally redesigned packaging for our three
infused tequilas (Desert Rose, Blue
Dragon and Green Dragon), taking into
account lots of feedback from our con-
sumers. We are introducing a new Mango-
Acai infused tequila late in 2009, and are
introducing a limited edition extra aged
tequila (over three years) that will be bot-
tled in a one liter, hand-blown glass bottle
with tiki inside. Each bottle will be housed
in a substantial two-foot wood carved tiki
box, also containing four tiki shot glasses,
that lights up when opened.
ERNESTO AGUIRRE: Angel Bendito
grabs the consumers’ attention with the
bottle itself, as it is made of recycled glass
in the form of an angel, halo and all.
Canicas also has its hand blown bottle
with its unique marbles on the bottom. We
are working on an Extra Añejo Angel
Bendito that will be a minimum of five
year-old, with glass wings on the back of
the current bottle instead of being printed
on the back label. We are also planning on
a special ten year-old Canicas Extra Añejo
release for our ten year anniversary.
VARDAN SARDARYAN: We are intro-
ducing package upgrades continually to
better present the quality of our brand. We
will be doing some changes to the current
bottles that will enhance the look and
quality image of Tequila Don Ramon.
62 BIN 2 0 0 9 • I S S U E
CHRIS MELENDEZ: We are launching
a new product to the line, our Extra Anejo.
We recently received a Double Gold Medal
at the San Francisco World Spirits
Competition, and we are very excited. Our
master distiller Sebastian, while working at
Herradura, created the famed Seleccion
Suprema. Our Extra Anejo is the fruit of
his and Don Hector Galindo's labor. We
are also going to have it priced where
Extra Anejo's really should be. There is no
reason why the market should pay over
$200.00 for a great Extra Anejo. Our
Extra Anejo will stand up to ANY Extra
Anejo on the market.
ERICK MORA: We are developing differ-
ent forms of seasonal packaging, as well as
different packaging for the various coun-
tries we will be selling in. We are also devel-
oping two other lines for US and Europe,
including Carumba 300 (a 100% agave in
Silver and Reposado presentations) and
Carumba Reserva (available in Platinum,
Anejo and Extra Anejo presentations). We
like to keep things on a grass roots level
first, developing a loyal fan base in every
market we are introduced to first, then
pushing the mass marketing angle. We are
moving into global markets by this summer.
BIN: Because global and geographic
approaches to marketing are very pop-
ular, what are you doing to celebrate
the culture and land that begat tequila
and mezcal in your marketing?
DEREK SAULS: Our Tres Generaciones
line educates the tequila connoisseurs
about the history and heritage of Sauza and
the passion, knowledge and wisdom that
goes into every bottle of Tres
Generaciones. Tres Generaciones, which
means Three Generations, is a smooth tast-
ing tequila that embodies the art and crafts-
manship of making tequila. By relaunching
the Tres Generaciones line, we’re honoring
the passion, knowledge and wisdom of the
three Sauza Dons and engaging con-
sumers to share and pass down their own
knowledge and wisdom. Tres Generaciones
offers legal purchase age consumers a
smooth, triple distilled line of tequilas and
an opportunity to engage with other high
achievers and influencers.
4
 TALKING TEQUILA

Mixologists and Marketing

JESUS OSTOS: In our marketing, we
play up the fact that el Jimador uses a tra-
ditional tequila making process at Casa
BIN: Do you feel mixologists and cock-
Herradura with distillation traditions that
tail recipes are important to raising the
have been in place for generations, result-
profile of your brand, in terms of high-
ing in a smooth and balanced taste that is
lighting the products’ distinctive assets
easy to drink. Our continued emphasis on
and qualities?
quality is something that our on- and off-
premise clientele finds reassuring. The
J. GARY SHANSBY: The premium spir-
themes of authenticity and tradition are
its business is largely driven by passionate
carried over to our packaging, and the cre-
mixologists who embrace high-quality
ative artwork of the “100% Agave, 100%
products and share their enthusiasm with
Real” campaign. This visual language tells
their colleagues and customers. We
the story of the brand, what we’re made of
respect and cultivate that community with
and what we stand for, that symbolizes the
educational seminars, informal mixers and
Mexican heritage and quality of el Jimador.
our very respected ambassador program.
It’s impossible to buy the invaluable
SIMON BARNEY: We start by educating
endorsements we get from the bartending
our distributors and their sales force to the
community, which allows Partida as a bou-
specific attributes of our product, and we
tique brand to gain recognition beyond our
enter competitions similar to the one held in
size and compete with more established
San Francisco. We also want to educate the
brands that are far outspending us on
public about what a true, authentic premium
marketing. Great cocktail recipes are crit-
tequila is, as opposed to a brand with fancy
ical because a well made cocktail
bottles and a million dollar ad campaign.
enhances a spirit whereas a poorly made
Presentation and packaging is also an
cocktail will actually hide or diminish a
important part of how people perceive us.

CINCO FACTS ABOUT CINCO

TOP 20 REPOSADOS
1. Gran Centenario Reposado 2. 4 Copas
Reposado 3. Herradura Tequila Reposado
4. Chinaco Tequila Reposado 5. Partida
Tequila Reposado 6. Hacienda Vieja 7. Azul
8. Sauza Hornitos Reposado 9. Cazadores
Tequila Reposado 10. Caramba Tequila
11. El Jimador Tequila Reposado 100%
12. El Ultimo Agave Reposado Tequila
13. Clase Azul Reposado Tequila 14. 1921
Tequila Reposado 15. Arette Unique 16. Don
Celso 17. El Caudillo 18. El Destilador
19. Penacho 20. El Llano
1. Cinco de Mayo commemorates the 1862
Battle of Puebla where Mexico defeated
French troops that outnumbered them
almost two-to-one – after only two hours of
fighting! The holiday has been celebrated in
California since 1863, as a symbol of solidar-
ity in response to the French occupation of
Mexico from 1863-1867.
2. Cinco de Mayo is the largest tequila con-
sumption day in the U.S. In fact, Americans
can’t get enough of Mexico’s native spirit.
Since 2002, U.S. imports of tequila have
grown 48% - an average rate of 6.7% per
year. In 2008 alone, more than 10.6 million
9-liter cases were sold. Tequila volume con-
tinues to grow despite the current recession.
3. Cinco de Mayo is so popular in Texas,
that the State Legislation only allows the
sale of fireworks on New Year’s Eve, 4th of
July, Texas’ Independence Day in June, and,
in some border areas, for the Cinco de Mayo
celebrations.
4. The spirit of Cinco de Mayo can be seen
across U.S. pop culture; in fact, War released
a music hit from its 1982 Outlaw album
titled “Cinco de Mayo” and in 1998, the
U.S. Postal Service released a postage stamp
to commemorate the holiday.
5. During the French occupation, Mexico’s
cuisine absorbed French culinary tradition
leading to the creation of many delicacies
still popular today. Some examples are the
chiles en nogada (stuffed chilies in a walnut
sauce), conejo en mostaza (rabbit in mustard
sauce) and volovanes (puffy pastries based
on the French vol-au-vent).
HERRADURA’S CINCORITA
1.5 oz Tequila Herradura Silver
.5 oz Cointreau
.5 oz Chambord
1.5 oz agave nectar
1.5 oz fresh lime juice
Instructions:
Mix Tequila Herradura Silver, Cointreau, agave
nectar and fresh lime juice in a shaker with ice.
Pour into a margarita glass rimmed with salt.
Pour the Chambord on top, so as to create a
crimson floater. Garnish with a lime wedge.

Service Provider: Tequila Herradura

64 BIN 2 0 0 9 • I S S U E 4

TOP 20 ANEJOS
1. Partida Tequila Anejo 2. Gran Patron
Burdeos Anejo 3. El Agave Artesanal Anejo
4. Campo Azul Extra Anejo 5. Cabo Uno
Anejo Reserva 6. Chinaco Tequila Anejo
7. Oro Azul Anejo 8. Sauza Tres
Generaciones Anejo 9. 4 Copas Anejo
Tequila 10. Chinaco Negro Tequila Extra
Anejo 11. Herradura Seleccion Suprema
Anejo 12. El Tesoro de Don Felipe
Paradiso Anejo 13. Gran Centenario Anejo
14. 7 Leguas Tequila Anejo 15. Don Julio
Real Anejo 16. Canicas Anejo 17. Jose
Cuervo Reserva de la Familia Anejo
18. Tezon Tequila Anejo 19. Tonala Anejo
Suprema Reserva 20. Angel Bendito Anejo
quality spirit. That’s another reason why
we focus so much on the bartending com-
munity and on education.
ERICK MORA: We are constantly working
with mixologists to come up with different
ways of enjoying our product. Sometimes
we’ll do different spins on classics, and other
times, all new drinks that we have concoct-
ed. A “Tiki-la,” for example, is our Pink
Reposado Tequila poured over ice with a
splash of pineapple juice, a splash of lemon-
lime soda and a twist of lime. A “Britney’s
Comeback” came from our friends over at
Monster, who combined our Pink Reposado
over ice and Monster Khaos.
DONNA DECUNZO-TADDEO: A good
cocktail recipe really expands the range of
use and widens the target market. For this
reason, we’ve released an ebook on our
website called 100 Margaritas, put togeth-
er by master mixologist and company co-
founder John Taddeo. Many restaurants
and nightclubs have adapted some of
these recipes as their signature drinks
while consumers have served these cock-
tails for family and friends! We are current-
ly in the process of completing a sequel,
100 Mar-Tiki’s, where we have invited
mixologists to submit their own recipes
using any Voodoo Tiki Tequila served in an
up glass. We are highlighting the mixologist
and the establishment where they work.
Photos of the mixologists and cocktail will
be included, and this book will be available
in print. Additionally, we also send our pro-
duction team to many on-premise locations
to film the bartenders in action and then
edit it into a real cool segment according to
the establishment’s theme.
66 BIN 2 0 0 9 • I S S U E
Mickey Thornton - Bar Manager
Santa Anita Park–Arcadia
CHRIS MELENDEZ: Mixologists are
important for the creative value, and indus-
try credibility. Some of our mixologists
have great insight as to what the con-
sumer is asking for. Recipes are very
important to us as in the case of our
Organic Margarita campaign. We are the
only company in the world that can offer
an Organic Margarita. It has become very
popular, and in many locations, is the most
popular drink on the menu.
JIMMY TODD: We feel that mixologists
are very important and act as additional
brand ambassadors. We are in discussions
with one of the most respected mixolo-
gists in the US to come on board with
Marsalle Brands. At the same time creat-
ing cocktails that can be made at any bar
around the country. We also have a story
for mixologists to tell while they spin the
cocktails: Hacienda Vieja being the cre-
ation of the Banuelos family the original
owners of Cazadores.
SIMON BARNEY: We’ve noted the grow-
ing trend for bars and clubs to bring in
celebrity mixologists. If they show off your
brand, it means heightened exposure, much
like a famed D.J. playing your record or track.
JONATHAN SANDAK: Mixologists and
cocktail recipes are at the heart of the indus-
try. The mixologist is the Michelangelo of our
industry, and they have the ability to create a
massive following. The Cosmopolitan is a
great example of their power. We expect
mixologists to continue to innovate and we'll
see Tequila become the go to pour where
Vodka has reigned supreme. The Tequila
revolution is just beginning. I
4
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Steve Livigni of the Doheny
6th Street Fizz
Raspberry Ginger Cocktail
Steve and cocktailers at the Doheny
INDUSTRY EVENT
SPRING FORWARD!
The Doheny and Le Tourment Vert celebrate the
season with fresh, modern ways to love absinthe.
T
he Doheny is one of Los Angeles’ most exclusive mem-
bers-only clubs for a variety of reasons--from its stable of
world-class bartenders to its prolific list of house cocktails
(75!), high-end clientele of power brokers and business leaders and
the sexy speakeasy ambiance and adjacent greenhouse. What’s
behind the bar, meanwhile, plays a major role in why its selective
clients cheerfully shell out serious green for membership fees. And
speaking of green, The Doheny’s elite group of imported absinthes
is a major draw, according to General Manager Steve Livigni.
Just like its members, the absinthe section reflects the manage-
ment’s desire to showcase and entertain with the best of the best.
Le Tourment Vert Absinthe has not only been solidly initiated
among The Doheny’s ranks, but also enjoys the status of being an
ambassador of sorts to the other absinthes and absinthe cocktails
represented. While most of the rare absinthes in the collection are
best enjoyed in the traditional manner of 100 years ago, Livigni
points out that Le Tourment Vert bridges the gap between authen-
ticity and mixability. This, in turn, makes absinthe just a little bit
more accessible without compromising what makes it so special.
“Our primary business is cocktails,” states Livigni. “Given that
our space is a sexy, dark room, however, setting up an absinthe
fountain at tables is very popular.
Though we love making cocktails with
Le Tourment Vert, people enjoy the
experience of having the fountain on
the table and going through the ritual. It’s
good for customers to enjoy it this way first
so they can experience the spirit’s true fla-
vor when we louche it, so they under-
stand what they are enjoying, taste its
herbal nuances and know what to
look for in cocktails they will
order in the future.”
Livigni, like other industry
pros, acknowledges that people’s
first experiences with absinthe
should be handled with care,
especially as the American
palate is not used to anise and
the higher proof absinthes can
be overwhelming. As he sees
it, Le Tourment Vert is a valu-
able addition to their bar
because first impressions are
critical to a spirit’s future suc-
88 BIN 2 0 0 9 • I S S U E 4
cess. Though he feels the term gateway absinthe does not do Le
Tourment Vert justice, he feels it is important for customers to look
beyond absinthe’s history and reputation to discover a spirit with per-
sonality and complexity. The lower proof and the particular mix of
anise, Grand Wormwood and other herbs makes this discovery more
easier to come by, generating more demand for absinthe cocktails.
“At 100 proof, Le Tourment Vert has an advantage for mixa-
bility while still having a very traditional and authentic recipe,”
Livigni points out. “This recipe enables the absinthe to blend har-
moniously with the fresh juices and muddled fruits we use to build
our various cocktails. Le Tourment Vert’s color, meanwhile, makes
for great looking cocktails. The packaging is aesthetically appeal- Dave Herlong of the Palms
ing and really draws attention to its other qualities.”
“The Doheny is a really special place for us because they take
great pride in researching what goes into excellent cocktails,” said
Le Tourment Vert’s Field Marketing Coordinator Ashley Garver at
a recent tasting and cocktail. “Their patrons appreciate elaborate
cocktails that require a lot of time and effort, with a lot of artisinal
ingredients, just like absinthe itself. The staff of The Doheny have
not only put Le Tourment Vert out there to generate word of
mouth, but are getting it, literally, into the hands of some of the
most influential tastemakers in Southern California. Steve and his
staff are proving to people who really know their cocktails and spir-
its that Le Tourment Vert is a substantial product that stands on its
own or be a harmonious component of an unforgettable cocktail.”
While The Doheny is hard to get into, spirited mixologists and
Livin’ Swell Cocktail
cocktail lovers from all walks of life will have an easy time getting
into some of Livigni’s seasonal creations for his establishment’s
cocktail menu. “Le Tourment Vert mixes beautifully with all of the
great fruits associated with spring and summer,” says Livigni.
“When you bring Le Tourment Vert into a cocktail with lemon,
lime raspberries, strawberries and mint, what you get is fresh,
drinkable cocktails in beautiful colors that work as well on a pool
deck or patio as they do indoors.” I

6TH STREET FIZZ THE RASPBERRY GINGER

Created by Steve Livigni Created by Steve Livigni
1 oz. Le Tourment Vert Absinthe 1.5 oz. Le Tourment Vert Absinthe
1 oz. Hendricks Gin 1 oz. Domaine de Canton
1 oz. Simple Syrup Ginger Liqueur
Juice of One Lime .75 oz. Lemon juice
1 oz. Egg White .5 oz. Simple Syrup
Muddled Cucumber Muddled raspberries Strawberry Senjo Martini
Dry shake, then wet shake. Serve up in Top with dry shaken almond foam.
a Collins glass and top with club soda.

LIVIN’ SWELL STRAWBERRY SENJO MARTINI

Created by Steve Livigni
1 oz. Le Tourment Vert Absinthe
1 oz. Sailor Jerry Rum
1 oz. Apple Cinnamon Syrup
.75 oz. Lemon Juice
Ground Cinnamon
Shake, and serve up in a cocktail glass
with a dried apple slice.
Created by Dave Herlong
2 oz. Le Tourment Vert Absinthe
1.5 oz. Simple Syrup
.33 oz. Japanese Yuzu Juice
1 large, ripe strawberry
In a mixing glass, muddle the strawberry
and the Yuzu together. Add ice,
Tourment and simple syrup. Shake and
strain into a chilled martini glass.
Garnish with a slice of fresh strawberry.
90 BIN 2 0 0 9 • I S S U E 4
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INDUSTRY NEWS
KINDRED SPIRITS, INC. INSPIRES
WITH ITS EXPANDING PORTFOLIO
Miami-based Kindred Spirits,
Inc. has made its mark in the bev-
erage industry as an import and
marketing company with a portfo-
lio of carefully-selected wine and
spirit brands that unite luxury,
quality and value for both on- and
off-premise clients. The inspired
lineup is headlined by Gran
Duque De Alba Solera Gran
Reserva (one the most renowned
brandies from Jerez, Spain) and
Crema de Alba; Heering Cherry
Liqueur, Xante Liqueur; Dry
Sack, Dry Sack 15 Year-Old and
Dry Sack Medium (an exquisite
aperitif made from a blend of
Palomino and Pedro Ximenez
grapes aged in oak casks for six
years); and Martin Miller’s Gin.
A joint venture between spir-
Mario Vitale, West Coast Director Of Sales, Kindred Sprits, Inc. its industry veteran Joel Gosler,
Williams & Humbert of Spain and The Reformed Spirits Company Group, Kindred Spirits is contin-
uing its growth trajectory with the addition of new brands and exciting promotions for off- and on-
premise clients that will keep their businesses fresh and exciting for their customers.
“This is an exciting time for Kindred Sprits as we continue building our brand portfolio with new
and exciting products." said West Coast Director Of Sales Mario Vitale. “We are especially excit-
ed about the release of Gran Duque Crema de Alba and Xante Liqueur, which are sure to bring
an added dimension of versatility and flair to any bar or retail space.”

MICHAEL MONDAVI AND MAURICE KANBAR JOIN

PARTIDA TEQUILA BOARD, INVEST IN BRAND
J. Gary Shansby, founder and chairman
of Partida Tequila announced the addi-
tions of Michael Mondavi and Maurice
Kanbar to the Partida Tequila Board of
Directors. In addition to serving on the
Partida Board, both Mr. Mondavi and Mr.
Kanbar have made capital investments in
Partida.
Michael Mondavi co-founded the
Robert Mondavi Winery with his father,
Robert Mondavi, in 1966 and later in
2003, he founded Folio Fine Wine
Partners — an importer, agency and wine-
grower of quality wines from the world’s
premier and emerging wine regions.
Maurice Kanbar is a noted inventor
(he holds more than 32 patents), entrepre-
neur and philanthropist. In 1993 he cre-
ated Skyy Vodka, designing the distinctive
cobalt blue bottle and conceiving the
name himself. Skyy Vodka was wildly
successful, and in 2005 Mr. Kanbar sold L-R: J. Gary Shansby, founder and chairman of Partida Tequila,
Michael Mondavi and Maurice Kanbar
the brand to Gruppo Campari.
94 BIN 2 0 0 9 • I S S U E 4
 MARKETING NEWS
WINERACKS.COM
WineRacks.com has been manufacturing qual-
ity wooden wine and liquor displays for more
than 16 years. They know and understand
the retail wine and liquor business – as a man-
ufacturer they have the unique capability of cus-
tomizing their product to suit your specifica-
tions; and can do it at a reasonable price.
Whether you need a few racks to upgrade
your store's look or wish to rack an entire store,
WineRacks.com can provide the fixturing you
need. Call today for a free consultation (888)
687-2517 or visit www.WineRacks.com for
more information.
SPECIALTY PRODUCTS GROUP
Specialty Products Group has been manufac-
turing and supplying superior quality promo-
tional umbrellas and associated products
since 1901! Over the years Specialty
Products Group has been entrusted to the
manufacture and on-time supply for many of
the worlds leading brand names including:
Coke, Pepsi, McDonalds, Subway, Corona,
Heineken, Bacardi, Nestle, Fosters,
Yellowtail, Guinness - - to name but a few!
Specialty Products Group has modern
production facilities in both Brisbane Australia
along with our purpose built factory in China
which enables the cost effective direct ship-
ment of goods into North America.
Contact Danny DeSimone at (215) 962-
5756 or ddesimone@internationalspg.com
for more information, or visit
www.internationalspg.com.
THE BREEZE BARRIER
Designed for use in the booming Alfresco-din-
ing trade, the “Breeze Barrier” is used to cre-
ate an instant clearly designated comfort zone
for venues to offer their patrons, while provid-
ing a brilliant long lasting “mini billboard”
that’s functional and is right there at the point
of sale! It truly is the difference between offer-
ing an alfresco dining experience---- not just a
meal served on a sidewalk!! It has many
other applications including designating smok-
ing zones, queuing areas, serving zones,
branding at V.I.P. events, venue entrances, out-
door functions - the list goes on and on!
BAR MATS
Bar mats are used on the patron’s side of the
bar & absorb messy spills while creating
brand awareness for venues and suppliers at
the point of purchase. They are fully washable
and feature a non-slip nitrite base and will give
long lasting service.
 INDUSTRY INSIGHT
BY DAVID RIPPENTROP, ADULT BEVERAGE RECRUITER

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

UPON LEARNING OF THE NEWS – DO NOT:

1. Start calling all of your contacts to inform them of the change.
2. Send out email information about the news.
3. Do not start throwing out all of your past reviews, contact information, or anything else that
may assist you in your upcoming search.
4. Start sending your resume to all the major companies.
5. Above all do not loose your temper!

YOU SHOULD:
1. Collect all company rosters, supplier rosters, and any other contact information of those who
may assist you in the future.
2. Search on Google for Elevator Speech examples and take the time to create one on you and
your future goals.
3. Once you have completed your Elevator Speech, contact only the critical
customers/clients/coworkers on the phone or by email message. Make your message brief
about the change and include your Elevator Speech.
4. Update your resume. Professional services are well worth the money.
5. Contact industry specific recruiters.
6. Control where you send your resume. If you send your resume to all the companies in your
field, any recruiter cannot assist you for six months and up to a year.
7. Use the contact information you have saved to create a networking group.
8. Create a daily plan, and execute that plan. Getting a new job is a job.

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

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

SEXUAL HARASSMENT, EMPLOYER’S RESPONSIBILITY continued

supervisors in the prevention of harassment, discrimination, and retaliation, and it

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

While providing this training does not guarantee that you, as an employer, will be completely insu-
lated from liability for sexual harassment of your employees, it is a good indicator that you have safe-
guards in place and that you are in compliance with the law. For further assistance you can contact
my offices at 800-464-1040.
Alan Forester is an attorney, CPA and an expert witness in Alcoholic Beverage Control Law. For
more information, please visit www.ABClawyer.com or call 800-464-1040. I

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

98 BIN 2 0 0 9 • I S S U E 4
 POUR OF THE MONTH

POUR OF THE MONTH

Nores Yang, bartendar, Bar Celona

Bar Celona: Where Spain Now Reigns

Bar Celona, founded by Jack and Karen Huang, arrived on the L.A.
scene before tapas bars became trendy throughout the city. While Bar
Celona is a long-beloved institution in Old Town Pasadena, it recently
got a fantastic makeover courtesy of Chef Josef Centeno, known for his
previous work for Lot One, who is currently working “in residence” and
garnering a buzz for his brand new menus. Adventurous diners will
now find such Catalan-inflected dishes such as charred Padrón pep-
pers with Spanish sea salt and a version of pan con tomate. Other
tapas include crispy eggplant with honey and spiced yogurt, whipped
salt cod and potatoes (bacalao), tortilla española, pork shoulder con-
serva, and Spanish flatbreads with basil, mint, Manchego and figs.
Thanks to Nores Yang and his team, meanwhile, the bar goes
beyond sangria and into a cocktail menu as enticing and diverse as
Centeno’s tapas and dinner selections. Because having a range of
palate pleasing flavors from savory to sweet is part of Bar Celona’s suc-
cessful formula, Yang finds Finset Call’s offering of mixers not just help-
ful but downright inspirational.
“The colors of the mixers make our cocktail presentations so much
better, especially as big hits of color are part of Bar Celona’s person-
ality and appeal,” says Yang. “The Mango, Raspberry and Peach are
among my personal favorites, and happen to be part of the most pop-
ular cocktails. People really love our Mango and Raspberry Mojitos
and Mai Tais, Belinis and Peach Martinis. Also, Finest Call does a
great job of mixing texture and flavor to the point where each mixer
enhances the drinks we make and the spirits we use, from our Bacardi
rums to Grey Goose Vodkas.”
Bar Celona is located at 46 E. Colorado Boulevard. Pasadena,
CA. For more information, please call (626) 405-1000.

100 BIN 2 0 0 8 • I S S U E 5