The Tasting Panel magazine

July 2013

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Page 11 of 149

InduSTRy SpOTlIghT Stay Thirsty O n May 2, Dos Equis partnered with Maxim to host the official Dos de Mayo bash at Siren Studios in Los Angeles. The well-attended Dos de Mayo event, Dos Equis Cinco de Mayo celebration kickoff, is part of an ongoing effort from the brand to help fans "Stay Thirsty" by facilitating interesting and unexpected experiences. In the Pink L iDestri's Pink Limoncello was the key ingredient in mixologist Rob Brown's award-winning Playa de Linda cocktail at the 2013 WSWA Hoptails Mixology Competition. "My first sip of Pink Limoncello made me think of a beautiful beach and thus 'Playa de Linda' was born," said Brown. He chose Fee Brothers Rhubarb Bitters to support the tang and Smirnoff Rasperry Sorbet to round out the fruit. Pink Limoncello also earned a coveted Gold Medal in the WSWA Wine & Spirits Tasting Competition. "This is the world's first Pink Limoncello," said Stefani LiDestri, CMO of LiDestri Spirits. "It's smooth, tangy, and pink with a sweet citrus aroma and a bright finish—all the things one could want in a true limoncello." LiDestri Spirits is located in Rochester, New York, where they craft premium spirits and provide state of the art private label and contract manufacturing services.  Strongbow Cider's "Golden Hour" of Summer S trongbow Cider is the newest brand to join HEINEKEN USA's premium portfolio of upscale brands, launching this summer's "Golden Hour" on-premise, retail and event activation. The hard cider brand is driving adult consumers, 21 and older, to engage in or create their own Golden Hour celebrations. On-premise, program POS and merchandising materials will be available to drive awareness and interest in Strongbow cider while introducing patrons to an array of Strongbow signature cocktails. At retail, a range of custom designed display and POS materials will be available that position Strongbow as the crisp, refreshing beverage choice for laidback summer drinking occasions. In addition, IRC (instant redeemable coupon) and MIR (mail-in rebate) offers (where legal) on the purchase of Strongbow and complementary items will help drive higher basket rings in grocery, c-store and liquor accounts and keep consumers coming back for more. 10  /  the tasting panel  /  july 2013 TP0713_001-33.indd 10 6/24/13 5:33 PM

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