Issue link: http://digital.copcomm.com/i/126443
The Craft of Selling Craft Spirits YOUNG'S MARKET COMPANY RESPONDS TO THE CRAFT SPIRIT TREND WITH A NEW POSITION DESIGNED TO PUT THE ART OF THE CRAFT SPIRIT FIRST by Rachel Burkons / photo by Jeremy Ball L adies and gentlemen, Arizona has arrived. As we explored last month, this Western state has brought its signature sizzle to the cocktail world, thanks to events like Arizona Cocktail Week and innovative mixologists who have honed their craft and created impressive spirit-driven cocktail programs from Tucson to Tempe—and every cactus-peppered spot in between. With the craft cocktail movement booming, it's no surprise that small-batch artisan spirits are grabbing the spotlight in Arizona, and now, thanks to the support of Young's Market Company, craft spirit producers are inding more real estate on the backbar than ever. In a recently-created position for the distributor, Robert Camacho is the Craft Spirit Specialist, and in this dedicated position, acts as an ambassador for the small boutique brands in the powerhouse's portfolio. "Young's Market Company is a family company at its core," says Camacho, "and it's great to see the way in which we've been able to embrace craft spirit brands, many of which are family-owned as well." With smaller producers getting individualized attention from one of the country's biggest distributors, Camacho says there's a change in perception as to the ways distribution houses can work for the little guys: "Smaller operators sometimes don't feel like the distributors have space for them, but Young's is dedicated to creating space in the market for these artisan brands. We are dedicated to working just as hard to get these brands into the hotels, the bars and restaurants and retail accounts as we are the bigger brands." With equitable space on the backbar in mind, Camacho is quick to point out that this isn't pandering; it's pragmatism. "The mixologists in Arizona have demanded an increase in craft spirit focus, and they're the ones really reaching to pull this movement forward," says Camacho, quick to credit the talent in his market. "But I feel very grateful to work for a distributor who listens to that demand—and responds appropriately!" 50 / the tasting panel / may 2013 Robert Camacho, Craft Spirit Specialist, Arizona, for Young's Market Company.