Issue link: http://digital.copcomm.com/i/1249
44 / the tasting panel / june 2009 B randon Hannoun never liked school. He'll tell you that as a "social person" he was more attracted to working in one of his father's wine and spirits stores than sitting in a classroom. "I admit it," he smiles broadly, a shine in his eye. "I love the perks of this business: parties, tastings, movie pre- views, great seats at sporting events. But I also really truly enjoy dealing with our customers." As we stand in front of the counter at Dale's Jr., one of the fi ve Hannoun-owned markets in Southern California, it's a warm and charismatic Hannoun who greets patrons and sells them on the brands he knows and respects. Located just minutes from the Pacifi c Ocean, Dale's Jr. is a must-stop for ready-to-serve cocktails for beach-goers, picnickers or pool-party planners. It's no wonder the display for everything from Captain Morgan Long Island Iced Tea to Smirnoff Tuscan Lemonade to Cuervo Golden Margarita is front-and-center—directly in front of the cash register. I just have to say something, for the record," Hannoun announces, making sure THE TASTING PANEL puts this on paper. "I love working with Diageo—and especially Anthony Sapien from Pacifi c Wine & Spirits. He brings in the products that sell, shows me the best way to promote the brands and, in the long-run, we experience a success together. That's good business all the way around." —Meridith May Cover Story R etailers know that summer barbecue season waits for no recession, and more consum- ers are looking for simple ways to enjoy their casual get-togethers. But they also want to expand on the usual notion of a backyard party by serving more unexpected fare. Ready-to-serve cocktails eliminate the hassles of measuring and mixing ingredients; they just need to be chilled before serving. Plus, since they're self-contained in one bottle, they have the portability factor of beer and wine. To capitalize on this surging market force, global spirits, beer and wine giant Diageo announced in April that it is investing over $20 million to expand its bottling facility in Plainfi eld, Illinois, to accommo- date demand for its growing line of ready-to-serve cocktails. Brand Loyalty Counts Because consumers tend to gravitate towards familiar brands, even for unfamiliar products such as these innovative drinks, Diageo will continue to use its portfolio's highly recognized brands to satisfy demand for easy to serve bar-quality cocktails for the home. In 2005, for example, Diageo introduced Jose Cuervo Golden Margarita, one of the fi rst premium ready-to-serve products on the market. Made from Jose Cuervo Gold tequila, Grand Marnier co- gnac-orange liqueur and lime juice, this 25-proof cocktail instantly enjoyed tremendous success and helped propel the category's strong growth. In June, the company will continue expanding the lineup with the launch of Jose Cuervo Authentic Mango Margarita. Growing the Category Diageo's other super-premium brands are also growing the ready- to-serve category by introducing more unique products that are backed by consumers' confi dence in and loyalty to the respective brands. Smirnoff, the world's number-one- selling vodka, lends its considerable popularity to a number of ready- made drinks, including the Smirnoff Vodka Mojito, Smirnoff Pomegran- ate Martini and Smirnoff Tuscan Lemonade. Each of these pre-mixed blends begins with Smirnoff No. 21 vodka (or "Smirnoff red," as it's popularly known), then adds high- quality ingredients for the fi nal reci- pes: citrus fl avors and mint for the Mojito; pomegranate juice, Meyer lemon liqueur and natural lemon for the Pomegranate Martini; Grand Marnier, cranberry juice and lime PHOTO: CATHY TWIGG-BLUMEL Brandon Hannoun, 23, runs Dale's Jr. Market in Playa Del Rey Party Central at Dale's Jr. Market