Issue link: http://digital.copcomm.com/i/133302
In an alley behind Abbot Kinney Boulevard, Paul Monahan lets the Sailor Jerry spirit shine. skateboards and the art," says Paul, who is quick to point out that the non-liquid Sailor Jerry brand is totally organic and self-sustained. "It's an authentic arm for us. Other brands don't have a clothing line, they have swag. There's nothing I love more than meeting a guy wearing some SJ gear but have no idea there's a rum. I'll tell them 'Oh the bar around the corner has Sailor Jerry,' and they'll say: 'Bars sell clothes?'" Stepping up the Sailor We head over to Abbot Kinney Boulevard, the bar, restaurant and shop-laden Venice street with a distinctive hippie-hipster-surfer urban flair. It's the kind of place where you can buy a handmade $80 sweatshirt and eat a slice of $20 gourmet pizza on a milk crate in a street-art covered alley. It too feels very Sailor Jerry: authentic, edgy, effortlessly cool—but with a seriously chic streak. Like Paul, who has a strong background in wine and fine dining, Sailor Jerry is equally at home in a dive bar as a fine dining restaurant. Paul attributes the brand's versatility, in part, to the trade: "I've seen that we have so many loyal advocates to the liquid," he comments, "and that has been imperative in growing this brand outside its premium core. For our consumer who is not into the lifestyle side of the brand, it's the liquid that will draw them in, and the trade has been so supportive of that." "I'm going after the Hendrick's Gin consumer," Paul continues, referring to the lovely aromatic gin that's become a darling among the white table cloth set. "We're going after the consumer that appreciates good liquid, is interested in farm-to-table dining—and isn't afraid to pay for it." As Sailor Jerry looks to expand its consumer base, California and Paul will lead the way, but Paul's clocked enough travel hours to dream of one day putting together a coffee table book outlining the world's best airport bars, so he's seen the brand take root on a national level. "Now, in every market I go to, there are so many interesting things going on in this industry, and Sailor Jerry has definitely been a part of that. People are recognizing the progression of the cocktail industry across the board, and I really love that." Hey, Bartenders! Watch This! Rolling out this month, Hey Bartender is a documentary film that shows the incredible progression of our industry, offering consumers a behind-the-curtain peek at the craft that goes into today's craft cocktail movement. "The film really showcases how bartending has returned to being a respected industry, like it was in the 1950's. It's not just the job you do because you dropped out of college anymore, and this film does a great job of showing that, says Paul Monahan. " Hey Bartender follows industry luminaries on red carpets and interviews the people behind some of today's best cocktail programs, but also shows the struggle of a longtime bar owner whose business is underwater, offering a comprehensive look at the trends and challenges that are shaping today's cocktail culture. "Hey Bartender will really change the way consumers see our industry, " says Paul, "and I think that increased interest and education will only further develop and grow cocktail culture in new markets. " june 2013 / the tasting panel / 7 TP0613_001-41.indd 7 5/23/13 4:22 PM