Issue link: http://digital.copcomm.com/i/142283
M ove over, Met Costume Gala, because it looks like the annual Manhattan Cocktail Classic is closing in on your reign as party of the year. For the fourth year, revelers descended on the New York Public Library, taking over the landmark building for a deep read into cocktail culture. Some 3,000 guests as the opening gala enjoyed more than 25,000 drinks and 87 different handcrafted cocktails served by 150 renowned bartenders from around the globe, hailing from as far away as Russia and South Africa. "The Classic" as it's known, attracted industry VIPS, emerging and heritage producers, and a wide range of stirrers and shakers. More than 8,000 spirited guests—trade and consumers— attended some 55 tickets events over the five days, ranging from tastings and pairing to seminars and panels. This year's rendition also included the "Industrial Invitational," a separate trade conference geared toward on-premise professionals and consisting of competitions (see David Ransom's piece on the Speed Rack Finals, page 48), TED-style talks and networking. David Pickerell, former Master Distiller at Maker's Mark, who now owns Hillrock Distillery in the Hudson Valley, with Tasting Panel contributor David Ransom. "The festival has grown and morphed a lot over the past three years. In previous years we hadn't made clear-cut delineation about which seminars were geared towards the trade and which were geared toward consumers," said Lesley Townsend Duval, founder and Executive Director of the Classic. "But as it reached critical mass it became important to have a set of programing geared for the trade component." At the gala, much of the excitement was focused on the New York State Distillers room, dedicated to 24 small pro- Dalio Calado pouring the Offley Passionate port cocktail. ducers who were able to attend the event under the auspices of funding provided by an initiative by Governor Andrew Cuomo to develop the state's beverage industry. For Adam Ford, creator of Atsby Vermouth, the Classic represented a way for his small brand to get big notice. Based in Manhattan, and produced on Long Island's North Fork, the vermouth launched last fall in ten markets. But an event like the Classic, he said, propelled him into the spotlight at warp speed, and he was grateful to be in a room dedicated to kindred spirits, rather than vie for attention next to a super brand. "Not any of us are nearly as well capitalized as the big brands," he said. "But to be in the room with startups that have a real passion for distilling and promote locally sourced products and paying attention to process . . . we were very excited to be there. For mega brands such as Campari, the thrill was definitely not gone. Campari USA enlisted Gaz Regan and his finger-stirred Negronis to remind people that what's old is new again. Commanding its usual table in the NYPL gala, and providing a gateway to the festivities, the liqueur mixed up bartender icons and hot up-and-comers such as Theo Lieberman of Milk + Honey and Leo Robitschek of The NoMad. "Our booth has become a gathering point for the who's who in the bartending community because of who we have behind the bar," said Dave Karracker, Campari Brand Manager in the U.S. When asked how an upstart cocktail bash meshes with a 150-year-old brand, Karracker said, "We're not going to do something outside what you'd except the brand to do, but we always manage to pull that a wink and a nod in a way that reinforces our authenticity and within the pantheon of bar classics." Next year's Classic is already in the planning stages, and will be held May 9–13. "We really want to make sure it continues to be a festival for the industry it represents and that talents from all over the world continue to come and network and be presenters," said Duval. july 2013 / the tasting panel / 47 TP0713_034-65.indd 47 6/24/13 5:40 PM