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BLACK MASK DEBUTS IN SOUTHERN CALIFORNIA A commitment of 100 cases from one of Southern California's top wine and spirits retail stores says something relevant about believing in a new brand launch. Such was the call to action from Mission Liquor's Vic Mankerian about Black Mask Rum, the new Pacific Island spirit. John Nigoghosian, General Manager for the Pasadena location (Mission Liquor has four So Cal stores: Pasadena, two in Glendale and one in Sherman Oaks), opened up the entire front right hand side of the store to make room for a colorful, impactful display energized by the larger-than life Black Mask tribal Medicine Man character to introduce the brand. A local store with a big feel, Mission Liquor is a trend-setting family-owned and -run wine and spirits landmark. "There are a lot of rums on the market," admits Nigoghosian, "but when I heard about Black Mask—and then saw the packaging—well, we were intrigued. And to add to that, a chai-flavored rum is unheard of: that will surely pique interest with our customers. We're thrilled to be the first retailer to feature this rum!" Scoring 92 points in THE TASTING PANEL last month, 80-proof Black Mask Tropical Spiced Rum is a combination of surprising complexity and delicious approachability. Other expressions in the Black Mask portfolio include Tropical Chai, Island Coconut and Black Premo, aged in double-charred oak barrels. "We are really excited and honored to be the first market to launch Black Mask rum. California has not traditionally been the go-to market to launch rums, but given the emergence of the craft cocktail offerings within our region, it seems to be a great fit. While much of the initial focus will be centered on off-premise activation, the brand has a significant opportunity in the on-premise due to unique flavors such as Tropical Chai Rum. The brand also has the traditional rum flavors to help balance the brand for all taste profiles. We look forward to great things from Black Mask Rum." Pat Graney, President of International Beverage Holdings, importers of Black Mask Rum, brought forth some points of difference. "Launching in Southern California was a natural for us, especially since this rum—aged up to seven years—is a Pacific Island rum. The market is saturated with Caribbean rums. We have also launched the first Tropical Chai flavored rum, spurred on by consumer research as one of the most sought after flavors not currently available, and it is fabulous. This is a new ingredient for bartenders, home mixologists as well as the rum consumer who is simply looking for a new, unique exotic flavor. It plays off the coffeehouse popularity of chai and the immense favor that tea receives A leather necklace with a pendant adorns every bottle of Black Mask—fashionable for man or woman. Whether or not the charm has magical powers is up to the imagination of the wearer. From our vantage point, we see Black Mask as good exotic medicine for the rum category. among consumers and the spirits industry: Its recognition is through the roof." Targeted towards male and female Millennials, the brand is brought to life through the legend of Black Mask, an island medicine man of exotic behavior, as told by Pacific Island explorer Sir Henry Rhumsfeld. As the story goes, Black Mask was possessed by the distilled concoction that he created from spices and native plants to heal returning wounded warriors. Along with this restorative spirit, he crafted enchanted masks for the men to wear back into battle. Sir Henry made many trips to visit Black Mask, and brought back enough of this spiced potion to share liberally with his friends. Black Mask is priced at $13.99 (750 ml.) and $22.00 (1.75 L). Legend in the Making Arroyo Chop House is synonymous with the image of Pasadena: upscale and traditional. But a budding bartender is changing the ambience in the elegantly appointed white-tablecloth restaurant. "Vic Robles has recreated our spirits program," claims Matthew Coleman, General Manager for Arroyo Chop House. Coleman, 35, has worked in the restaurant for six years. The brothers Smith (Bob and Gregg) also own Parkway Grill, the long-time creative dining spot just across the driveway. Coleman explains that Robles worked his way up september 2013 / the tasting panel / 81 TP0913_063-103.indd 81 8/22/13 9:23 PM