April 09

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Inside 20 6

2 INDUSTRY INSIGHT By Alan Forester, CPA, Attorney 4 SPEAK EASY A CHAT WITH CRAIG WOLF WSWA's President & CEO 6

INDUSTRY REPORT THE COCKTAIL'S FUTURE What's next for America's drinkers?

16 WHAT’S BREWING

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20 COVER FEATURE FERRARI-CARANO THREE CHEERS FOR THE REDS, WHITES AND GREEN! Ferrari-Carano stays successful beyond its great American wines, putting more emphasis on environmentally sound practices and providing superb value for trade and consumers. 30 BRAND PROFILE BLUE ICE ORGANIC WINTER WHEAT VODKA

50 INDUSTRY REPORT AGAVELUTION! Industry pros discuss tequila – plus, the Top 100 Tequilas and Mezcals! 68 BRAND PROFILE SKYY INFUSIONS PINEAPPLE 70 CORPORATE PROFILE PERNOD RICARD USA 76 CATEGORY FOCUS THE PRESENCE OF ABSINTHE The mystique-filled elixir has evolved into a full-blown spirits category, populated with brands that balance herbs and spices with a storied history and a promising future. 88 INDUSTRY EVENT LE TOURMENT VERT ABSINTHE 90 CORPORATE PROFILE ARTISAN BRANDS 92 NEW PRODUCTS & PROMOTIONS 94 INDUSTRY NEWS

32 HOTEL TRENDS STAY AWHILE Through innovative beverage programs, hotels strive to keep customers on property. 40 CORPORATE PROFILE B & I OVERSEAS TRADING

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42 CATEGORY FOCUS TEQUILA TERROIR Can you tell a tequila by its region?

94 MARKETING NEWS 98 INDUSTRY INSIGHT By David Rippentrop, Adult Beverage Recruiter 100 POUR OF THE MONTH FINEST CALL MIXERS

INDUSTRY INSIGHT BY ALAN FORESTER, CPA, ATTORNEY WWW.ABCLAWYER.COM 800-464-1040

SEXUAL HARASSMENT, EMPLOYER’S RESPONSIBILITY It is important for any employer to be aware that, under certain circumstances, he or she may be held legally responsible for any sexual harassment committed by an employee. This theory is often referred to as “vicarious liability,” or “respondeat superior” by Latin-loving attorneys. The law states that if an employer or its agents or supervisors knows or should have known of sexually harassing conduct and fails to take immediate and appropriate action to correct it. There are several theories regarding employer liability for sexual harassment in the workplace that an employer must be aware of in order to avoid a devastating lawsuit:

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1) Harasser as Employer’s Proxy Theory: The first theory occurs in a situation where the harasser, the person charged with creating the abusive atmosphere, is either a sole proprietor, partner, or high-ranking officer of a corporate employer. In this circumstance, the employer can be held liable for the harasser’s conduct. It is important to note that under this theory, an employer can not avoid liability by claiming that they were not aware of the supervisor’s conduct or that the supervisor’s conduct violated the employer’s anti-harassment policies. Also, an employer should know that merely persuading the harasser(s) to stop their activities may not be enough to prevent liability. Under this theory, the best policy for employers to adopt is to immediately take action to make that harassment does not continue after the harassment comes to the employer’s knowledge. 2) Hostile Environment Created by Coworkers or Others Theory: This second theory actually acts as a shield for the employer against liability if the harassers were the victim’s coworkers, as opposed to supervisors. If the harasser was a supervisor of the victim, then the first theory would apply. But in a situation where the sexual harassment is created by the victim’s coworkers or others, the employer will not be held vicarious liable. The catch here is that an employer may be held directly liable if it knows of the harassment and fails to stop it. Again, the best employer policy to avoid this direct liability is to take immediate action to stop the behavior upon learning of a sexual harassment allegation.

Kim Brandi

626 377-2510 E-Mail: [email protected]

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3) Negligence: A third theory that an employer must be aware of is the theory of negligence. Under this theory, an employer may be held liable for sexual harassment by coworkers if the employer unreasonably fails to take appropriate corrective action upon learning of the harassment. In this situation, the court is likely to find that by failing to take appropriate action; the employer essentially adopts the offending conduct as its own, resulting in direct liability. How to reduce your liability as an employer? • As an employer, if you have 50 or more employees, you must provide at least two hours of classroom or other effective interactive training and education regarding sexual harassment to all supervisory employees in California. • You must also provide at least two hours of classroom or other effective interactive training and education regarding sexual harassment to all supervisory employees within six months of their assumption of a supervisory position. • The training and education required must include information and practical guidance regarding the federal and state statutory provisions about the prohibition against and the prevention and correction of sexual harassment and the remedies available to victims of sexual harassment in employment. • The training must also include practical examples aimed at instructing 2

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David L. Page E-Mail: [email protected] EDITOR-AT-LARGE

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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

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lue Ice Organic Winter Wheat Vodka, the newest member of the Blue Ice family is quickly finding a place on shelves at retailers, bars and restaurants everywhere. While the spirit’s exceptional blend of pristine Idaho water and certified organic wheat make it the perfect neutral base for a range of cocktails, its versatility is heightened by its value and the distiller’s emphasis on environmentally friendly production.

“Quality, affordability and social responsibility are just a few of the many influences that have shaped the rise and evolution of the Blue Ice brand.”

“Blue Ice Organic Winter Wheat Vodka isn’t just a marketing hook,” explains Kevin Egan, Vice President of Sales and Marketing for 21st Century Spirits. “Our embrace of our customers’ demand for eco-friendly products and quality for a great price gives the spirit a real edge in today’s market. Consumers and trade alike will appreciate the vodka’s special distillation process developed by Master Distiller Bill Scott not only for its subtle taste and smoothness, but also the care that went into making it. The organic winter wheat specially selected for the new spirit imparts a smooth body and a crisp, refreshing finish that compliments other cocktail ingredients and is designed to please the discriminating vodka connoisseur.” Egan also points out with confidence that the highly anticipated introduction of Blue Ice Organic Winter Wheat Vodka not only completes founder Jim Myerson’s legacy of creating the great American line of spirits, but also generate new enthusiasm for made-in-the-USA spirits in general. 30

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– Kevin Egan, Vice President of Sales and Marketing “Even after a lifetime of successes in the beverage industry, Myerson's creative and entrepreneurial spirit was still going strong,” recalls Egan. “Just as he was inspired to launch the original Blue Ice Vodka in 2001, pressing on to carry that achievement forward was a fun challenge for Jim, and he had no intention of slowing down. Once he successfully built his premium vodka into a national brand, he wanted to show everybody what could be accomplished with

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Organic Winter Wheat grown and harvested in America. Until the end, he was tuned into what trade customers and consumers wanted, and was keenly aware that a young, well-educated and socially conscious market actively sought a spirit that would be kinder to the Earth in its production yet still fit right in to today’s bar and mixology culture.” Handcrafted and quality assured as a kosher and USDA Certified Organic beverage, Blue Ice Organic Wheat Vodka is distinguished with its harmonious blend of pristine Idaho water and locally harvested, certified organic winter wheat. Distiller Bill Scott, meanwhile, achieves this result using the distillery’s certified organic fermentation process that uses no chemical additives of any kind. “In a crowded market inundated with fly-by-night brands, here today, gone tomorrow, Blue Ice has successfully circumvented this fate by focusing on the fundamental priorities of today's modern-day consumer,” said Egan. “Quality, affordability and social responsibility are just a few of the many influences that have shaped the rise and evolution of the Blue Ice brand. The continued success of Blue Ice Vodka's flagship potato vodka has parlayed into the birth of Blue Ice Organic Wheat Vodka, the next natural progression in this family-owned operation's devotion to bottling exceptional 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

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hough there is controversy surrounding 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 something for everybody. Producers of tequila and mezcal, its hearty older brother, are keenly aware of this and have taken agavebased spirits from a category to a global phenomenon going non-stop.

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While vodka is still the world’s #1 consumed spirit, there is no 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 colorful Mexican origins and history, the spirit comes in as many variations 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 important 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.

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 consumers are in a constant state of change.

The Great White (Spirits) Hope

mature, and there are limited defined geographical growing areas all serving to limit production, availability and diversity.

BIN: Do you agree that this category is becoming as competitive as Vodka?

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 category 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.

ANTONIO PORTILLO, S ENIOR B RAND BANAGER, SAUZA: The tequila category has been experiencing 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, mixability and fresh drinking experiences.

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 education 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 category, the more opportunities there are to raise awareness of this sophisticated, versatile spirit.

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 incredibly 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.

TOP 10 FLAVORED TEQUILAS 1. Gran Centenario Rosangel (Hibiscusinfused 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

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 dramatically 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 consumer spending declines and fewer people experiment with new and emerging brands in favor of established offerings.

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 anywhere. As we all know Blue Agave is not easy to cultivate, and takes a long time to 52

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Brands that secured an early lead or momentum during the last few years are positioned well to ride out the tough economic conditions. New brands will likely struggle to find traction with the consumer as fewer discretionary dollars lead to conservative consumer choices. Recessionary times typically don’t favor brand experimentation. 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 serving 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 appointed Young’s Market Company as our primary 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 different 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 giving the consumer every chance possible to sample 901 Silver tequila. BIN: The current economic climate is changing the way people drink, as people 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 economy. While we would like to see sales numbers grow, sales for Chinaco are remaining steady and that’s what prompted 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 "special 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, pineapple 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 entertainment is to launch Sauza Margarita-ina-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 company and each new state is additional business. Our biggest concern is finding the right distributors. I believe the liquor industry is not as affected by this economic climate. People are going out to finer restaurants 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 investments and strategies will follow this observation 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 entertaining. 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

Paul Spiby, General Manager Twin Palms–Pasadena

Megan Fisher, Sales Manager Margaritaville Spirits

premise locations – so for us, it isn’t a shift at all. We’ve offered several promotional items and e-books that assist the consumer to host Voodoo Tiki Tequila Parties.

a party event enjoy a more refreshing drink, el Jimador Authentic Paloma – el Jimador Reposado with Fresca and a splash of fresh lime juice.

The Value of “Value” At All Price Points

JANE LUBA, VP & CHIEF ADMINISTRATIVE OFFICER, I NTERNATIONAL TASTING G ROUP: Our website has a large educational component 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 frequently, 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.

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

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 economy 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.

DONNA DECUNZO-TADDEO, PRESIDENT, VOODOO TIKI TEQUILA: We actually started out with heavier offpremise promotions than on-premise, and got known via a grassroots marketing campaign that really targeted the end user. As a result, most fans of the brands wanted the bottles for their home bars and home entertaining. From there it began getting out to bars, restaurants, and nightclubs, as consumers would ask for it at their favorite on56

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HENRY PREISS: We are using 2009 to position ourselves and Chinaco in an optimum 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

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TALKING TEQUILA line Campo Azul Gran Reserva Extra Anejo is priced at a very economical level, especially when you consider its 3+ years of barrel aging and craftsmanship. Our entire Tequila portfolio is of higher quality products 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.

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 magazines like BIN and Imbibe, that we feel are attracting the right clientele and consumer aficionados to offset what is not happening 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 transform the company from being a sales organization to a sales and marketing organization.

DEREK SAULS: We have launched a new marketing campaign for our Hornitos line, Mischieve. Mischieve is about goodnatured 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.

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 companies to be adding people to our organization. We have great off-premise programs to drive trial and consumption of what is still America's favorite cocktail, the Margarita. We are innovating with new flavors 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 recently 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!

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

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 gotten 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 distiller 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.

JONATHAN SANDAK, VP OF M EDIA, ISW S PIRITS: We anticipate brands rolling out exotic packaging, flavors and celebrity endorsement. These new packages and products are a constant in an industry that is continually 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

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TALKING TEQUILA market knows our quality and our superior taste. We are going to continue to communicate 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.

own economic forecasts in several geographical areas. We are aware of the current 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.

DONNA DECUNZO-TADDEO: Our brand has always maintained the message that Voodoo Tiki Tequila is an “UltraPremium, hand-crafted value priced tequila.” 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 choosing ours because of the quality and taste of our tequila and because they enjoy collecting the bottles even after the tequila is long gone. We are more than just another bottle of tequila--we are a lifestyle.

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 environment both the on- and off-premise Markets need to be fully addressed. We will use hand-sell demo teams in the key offpremise establishments in the top tequila markets. We will focus a percentage of resources toward the Hispanic communities as well as anglo home consumers. I look at it as an opportunity. There have been many products in and out of the distilled 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.

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

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 creating Patron is accomplished with careful precision that can only be done by hand.

KEVIN RUDER: The demand for ultra premium tequila, such as 901 Silver, is very strong. Even in today’s difficult economic climate, the consumer is not willing to trade down when it comes to ultra premium tequila. 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 comfortable making that statement.

CHRIS MELENDEZ: This is an interesting 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 situation as we are the world's only organic and kosher tequila, and first to market we do have a competitive advantage. The

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.

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TALKING TEQUILA 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.

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 challenges 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

ERICK MORA: We are developing different forms of seasonal packaging, as well as different packaging for the various countries we will be selling in. We are also developing 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: 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 consumers. We are introducing a new MangoAcai infused tequila late in 2009, and are introducing a limited edition extra aged tequila (over three years) that will be bottled 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.

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

BIN: Because global and geographic approaches to marketing are very popular, what are you doing to celebrate the culture and land that begat tequila and mezcal in your marketing?

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.

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 tasting tequila that embodies the art and craftsmanship of making tequila. By relaunching the Tres Generaciones line, we’re honoring the passion, knowledge and wisdom of the three Sauza Dons and engaging consumers 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.

VARDAN SARDARYAN: We are introducing 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

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TALKING TEQUILA Mixologists and Marketing

JESUS OSTOS: In our marketing, we play up the fact that el Jimador uses a traditional tequila making process at Casa Herradura with distillation traditions that have been in place for generations, resulting in a smooth and balanced taste that is easy to drink. Our continued emphasis on quality is something that our on- and offpremise clientele finds reassuring. The themes of authenticity and tradition are carried over to our packaging, and the creative artwork of the “100% Agave, 100% Real” campaign. This visual language tells the story of the brand, what we’re made of and what we stand for, that symbolizes the Mexican heritage and quality of el Jimador.

BIN: Do you feel mixologists and cocktail recipes are important to raising the profile of your brand, in terms of highlighting the products’ distinctive assets and qualities? J. GARY SHANSBY: The premium spirits business is largely driven by passionate mixologists who embrace high-quality products and share their enthusiasm with their colleagues and customers. We respect and cultivate that community with educational seminars, informal mixers and our very respected ambassador program. It’s impossible to buy the invaluable endorsements we get from the bartending community, which allows Partida as a boutique brand to gain recognition beyond our size and compete with more established brands that are far outspending us on marketing. Great cocktail recipes are critical because a well made cocktail enhances a spirit whereas a poorly made cocktail will actually hide or diminish a

SIMON BARNEY: We start by educating our distributors and their sales force to the specific attributes of our product, and we enter competitions similar to the one held in San Francisco. We also want to educate the public about what a true, authentic premium tequila is, as opposed to a brand with fancy bottles and a million dollar ad campaign. Presentation and packaging is also an important part of how people perceive us.

CINCO FACTS ABOUT CINCO 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 solidarity in response to the French occupation of Mexico from 1863-1867.

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

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).

2. Cinco de Mayo is the largest tequila consumption 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 continues to grow despite the current recession.

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

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.

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.

4. The spirit of Cinco de Mayo can be seen across U.S. pop culture; in fact, War released

Service Provider: Tequila Herradura 64

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Mickey Thornton - Bar Manager Santa Anita Park–Arcadia

CHRIS MELENDEZ: Mixologists are important for the creative value, and industry credibility. Some of our mixologists have great insight as to what the consumer 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.

quality spirit. That’s another reason why we focus so much on the bartending community 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 concocted. A “Tiki-la,” for example, is our Pink Reposado Tequila poured over ice with a splash of pineapple juice, a splash of lemonlime 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.

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

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 mixologists in the US to come on board with Marsalle Brands. At the same time creating 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 creation of the Banuelos family the original owners of Cazadores.

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 together by master mixologist and company cofounder John Taddeo. Many restaurants and nightclubs have adapted some of these recipes as their signature drinks while consumers have served these cocktails for family and friends! We are currently 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 production 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

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SIMON BARNEY: We’ve noted the growing 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 industry. 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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INDUSTRY EVENT

SPRING FORWARD! The Doheny and Le Tourment Vert celebrate the season with fresh, modern ways to love absinthe.

T Steve Livigni of the Doheny

6th Street Fizz

Raspberry Ginger Cocktail Steve and cocktailers at the Doheny

he Doheny is one of Los Angeles’ most exclusive members-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 management’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 authenticity 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 flavor when we louche it, so they understand 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 valuable addition to their bar because first impressions are critical to a spirit’s future suc88

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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 personality 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 mixability while still having a very traditional and authentic recipe,” Livigni points out. “This recipe enables the absinthe to blend harmoniously 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 appealing 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 spirits 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 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 oz. Hendricks Gin 1 oz. Simple Syrup Juice of One Lime 1 oz. Egg White Muddled Cucumber

1.5 oz. Le Tourment Vert Absinthe 1 oz. Domaine de Canton Ginger Liqueur .75 oz. Lemon juice .5 oz. Simple Syrup Muddled raspberries

Dry shake, then wet shake. Serve up in a Collins glass and top with club soda.

Top with dry shaken almond foam.

LIVIN’ SWELL

STRAWBERRY SENJO MARTINI

Created by Steve Livigni

Created by Dave Herlong

1 oz. Le Tourment Vert Absinthe 1 oz. Sailor Jerry Rum 1 oz. Apple Cinnamon Syrup .75 oz. Lemon Juice Ground Cinnamon

2 oz. Le Tourment Vert Absinthe 1.5 oz. Simple Syrup .33 oz. Japanese Yuzu Juice 1 large, ripe strawberry

Shake, and serve up in a cocktail glass with a dried apple slice.

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.

Dave Herlong of the Palms

Livin’ Swell Cocktail

Strawberry Senjo Martini

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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 beverage industry as an import and marketing company with a portfolio 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 spirMario 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 continuing its growth trajectory with the addition of new brands and exciting promotions for off- and onpremise 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 excited 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 additions 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 winegrower of quality wines from the world’s premier and emerging wine regions. Maurice Kanbar is a noted inventor (he holds more than 32 patents), entrepreneur and philanthropist. In 1993 he created Skyy Vodka, designing the distinctive cobalt blue bottle and conceiving the name himself. Skyy Vodka was wildly successful, and in 2005 Mr. Kanbar sold the brand to Gruppo Campari. 94

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L-R: J. Gary Shansby, founder and chairman of Partida Tequila, Michael Mondavi and Maurice Kanbar 4

MARKETING NEWS WINERACKS.COM

SPECIALTY PRODUCTS GROUP

WineRacks.com has been manufacturing quality wooden wine and liquor displays for more than 16 years. They know and understand the retail wine and liquor business – as a manufacturer they have the unique capability of customizing their product to suit your specifications; 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 has been manufacturing and supplying superior quality promotional 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 shipment of goods into North America. Contact Danny DeSimone at (215) 9625756 or [email protected] for more information, or visit www.internationalspg.com. THE BREEZE BARRIER

Designed for use in the booming Alfresco-dining trade, the “Breeze Barrier” is used to create an instant clearly designated comfort zone for venues to offer their patrons, while providing a brilliant long lasting “mini billboard” that’s functional and is right there at the point of sale! It truly is the difference between offering an alfresco dining experience---- not just a meal served on a sidewalk!! It has many other applications including designating smoking zones, queuing areas, serving zones, branding at V.I.P. events, venue entrances, outdoor 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 middle of December to last week of companies laying off their entire sales force, or a significant number of employees. Even more alarming is the fact that most companies are giving a two-week severance 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: [email protected], 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 insulated from liability for sexual harassment of your employees, it is a good indicator that you have safeguards 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.

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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 peppers 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 conserva, 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 successful formula, Yang finds Finset Call’s offering of mixers not just helpful 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 personality and appeal,” says Yang. “The Mango, Raspberry and Peach are among my personal favorites, and happen to be part of the most popular 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

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