Issue link: http://digital.copcomm.com/i/1249
june 2009 / the tasting panel / 45 for the Grand Cosmopolitan; and Limoncello liqueur with lemon and citrus for the Tuscan Lemonade. Another Diageo portfolio pow- erhouse, Captain Morgan, has also begun to navigate the ready- to-serve seas with its own unique drinks. Captain Morgan Long Island Iced Tea recreates a notoriously dif- fi cult-to-prepare cocktail, allowing backyard bartenders to serve this refreshing drink with the confi dence of a master mixologist. The proprie- tary blend includes Captain Morgan Original Spiced Rum, tequila, gin, vodka and triple sec. Exotic and Beyond Captain Morgan's Parrot Bay im- print takes the category in an exotic direction while also enhancing an already wildly popular drink, the Mojito. Parrot Bay's Tropical Mojito lineup begins with one of its spe- cialty rums before adding premium fl avors like lime and natural mint. There's also triple sec included in the Citrus Mojito, and curaçao in the Mango Mojito. Capitalizing on the success of Jeremiah Weed Bourbon Liqueur, Diageo is releasing the brand's next product, Jeremiah Weed Sweet Tea Vodka. This 70-proof vodka with brewed sweet-tea fl avors adds a touch of Southern style to summer soirees. Jeremiah Weed is in the process of launching more ready- to-serve sweet tea fl avors in the next few months, and epitomizes the creativity in liquid development that Diageo strives for. Retailers and their customers can expect more products across the category as Diageo con- tinues to tap its impressive portfolio of globally-recognized brands for delicious innovations. "W hen my customers come in asking for something bar-quality but easy to use, I steer them in the direction of these ready-to-serve cocktails," Keith Tran points out the two over-sized Diageo displays. Tran, whose family owns and operates six popular Vendome Wine & Spirits locations throughout Southern California, has himself been in the business for over two decades. His father, John Tran, is constantly seeking upscale locations to introduce specialty brands to a high-end clientele. "The products have to be right for our customers," insists Tran, who believes in the two "h" words: hip and hype. "Our customers have disposable income but they also trust Vendome for better quality. The economy has af- fected everyone, but that doesn't mean that our clientele doesn't have the money to spend—they just spend it right." And for Tran, the word right equates to products that make sense. "If you're throwing a big party and want to have plenty of cocktails on hand for the crowd, you may not want to shell out $25 or more for bottles of vodka, or rum or tequila. Then, you have to come up with the mixers, the valuable time and the endless creativity to impress your friends or busi- ness associates." "That's why I think Dia- geo's game plan is brilliant: ready-to-drink cocktails with some of the best names in the world behind them. Who does fl avor better than Smirnoff? Who does Margaritas better than Cuervo? And everyone knows the Captain's rum equates to delicious drinks." —M.M. At Vendome Beverly Hills, Keith Tran suggests Diageo's ready-to-serve cocktails for his customers who throw parties to entertain friends and business associates. Cover Story PHOTO: CATHY TWIGG-BLUMEL Variety at Vendome Wine & Spirits Diageo launched premium ready-to- serve Jose Cuervo Golden Margarita in 2005. PHOTO: STACEY TAXIN