Issue link: http://digital.copcomm.com/i/1025306
6 / the tasting panel / september 2018 Considering the occasion, it was surprising to find a particular item missing from this shindig: alcohol. In a somewhat unprecedented move, one of the biggest spirits suppliers in the world decided to throw a gigantic party for bartenders without serving any of its products. Instead, this "spiritfree" soiree melded the talents of WGS' brand ambassadors roster with those of mocktail expert Julia Momose. Their collaborative menu featured beverages like Sailor Jerry–inspired root beer floats, malted barley and apricot sodas that mimicked the classic Speyside notes in Glenfiddich whiskies, and a virgin take on a Hendrick's Long Island Iced Tea with cold brew, chicory tonic, and pickled cucumber. "Going 'spiritfree' in this way allows us to promote responsible consumption by proving that we can come together and have just as much fun without alcohol," William Grant Portfolio Ambassador Charlotte Voisey said. "We need to be comfort- able with that as an industry." According to Voisey, the spiritfree and responsibility- focused elements implemented this year at Tales are part of a larger trend. "In my opinion, the industry will continue to be at its best when it moves forward with balance of all things—for example, the full integration of all types of beverages on cocktail menus rather than segregating 'mocktails' off to the side as an afterthought," she said. "I don't think people will stop drinking alcohol; there's just a need for more good choices across the board for the times when people are not drinking for any one of a myriad of reasons." But Tales of the Cocktail is, after all, a celebration of all things spirited, so the festivities returned to business as usual the following morning at the William Grant whisky tasting room. Hidden behind a curtain for VIP palates only was the new release from Glenfiddich's experimental series: Fire & Cane, a smoky, sweet sipper that marries peated and non-peated whisky aged side by side in ex-bourbon casks. Matured in Latin American rum casks, the resulting spirit exudes Glenfiddich's signature rich fruitiness with a caramelized undertone of smoked toffee. (Editor's note: Look for more from Glenfiddich and its experimental series in upcoming issues of The Tasting Panel.) While some brands used their tasting rooms to show off new expressions, oth- ers transformed their designated areas into immersive experiences, like Ole Smoky Moonshine, which opted to bring a piece of the Great Smoky Mountains to the Crescent City. As guests entered the tasting suite to the sounds of live music, they were greeted with bars proffering cocktails and neat tastes meant to emulate the atmosphere at the brand's flagship distillery, The Holler— the most-visited facility of its kind in the world. (For more on the activation, turn to page 72.) Attendees encountered yet another transformative experience just a few blocks away at the Garden of Elyx, where ABSOLUT turned a classic French Quarter courtyard into its own private palace—complete with fancy slushy cocktails, infused popsicles, and abundant copper glassware—in honor of its ABSOLUT Elyx expression. While these showstopping activa- tions brought a glitz to Tales reminis- cent of previous years, some brands took a quieter approach. Pasote Tequila and Bozal Mezcal, for example, hosted a private happy hour with the labels' distillers, providing an intimate respite from the usual hubbub. "It is important to bring our distillers to this year's Tales of the Cocktail to bridge the gap Considering the occasion, it was surprising to find a particular item missing from this shindig: alcohol. floats, malted barley and apricot "Going 'spiritfree' in this way allows us to promote responsible consumption by proving that we can come together and have just as much fun without alcohol," William Grant Portfolio focused elements implemented this year at Tales are part of a larger trend. "In my opinion, the industry will continue to be at its best when it moves forward with balance of all things—for example, the full integration At William Grant & Sons' annual portfolio party, Portfolio Ambassador Charlotte Voisey and "spiritfree" bartender Julia Momose celebrated the art of mixology sans alcohol. Glenfiddich's newest release: Fire & Cane.