Issue link: http://digital.copcomm.com/i/17414
COVER STORY Windy City Wonder Hornitos at 312 Chicago at Chicago’s Hotel Allegro, tells how she created her Hornitos-based Summer Solstice, a cocktail composed of Hornitos Añejo, Cointreau, pickled strawberry juice and an orange slice over cubed ice. It’s a drink that brought romance back to the sum- mer. —Jim Kharouf H Hornitos shots with house-made sangrita at Oh Mexico in Miami Beach. Upping Investment To promote the brand, Beam has upped its investment level with a high- profile television campaign, choosing networks—such as TBS, Spike and Comedy Central—that cater to the brand’s target demographic of LDA 20-somethings who appreciate life on the edge. Any digital junkie worthy of his art-skinned iPhone will have already downloaded the provocative advertise- ments for Hornitos, originally aired on TV, that have wound up going viral on YouTube and Twitter. Hornitos also scored big with the growing popularity of hockey as a sponsor of this year’s National Hockey League finals. And according to Weisenbach, in 2011 the brand will be rolling out tools to help promote Hornitos on-premise. Details of the push are still top secret, but will almost certainly include branded glassware and other items to “establish the ritual of the Hornitos shot.” Weisenbach, Hornitos Brand Manager Halley Kehoe and Beam Global are still far from the ceiling with Hornitos and its phenomenal growth spurt, but the bottom line is already evident: “We’re proud that we’re instigating growth in the premium tequila category.” www.hornitostequila.com 42 / the tasting panel / october 2010 TP: How did you come up with the Summer Solstice? Holly Jackson: Our pastry chef was actually playing with a dessert with pickled strawberries. I decided to try to make a drink out of it and won- dered what would go well with pickled strawberries, which have such a strong flavor. I always liked Hornitos; it’s got hint of chocolate and spiciness to it from the oak barrel, so it can really cut through the pickled strawberries. TP: How did that drink go as far as getting people to try it? H. J.: It went well. A lot of younger, more experimental people really liked it. It’s a little acidic but with the orange and the Cointreau it balances it. It's almost like a dessert, but it’s not sugary. In Chicago, people are becom- ing much more open and willing to experiment. TP: Summer Solstice sounds romantic. H. J.: Sure it is! I like making people fall in love with the whole flavor of it. It makes you want to sit outside on a beach. Chicago mixologist Holly Jackson uses Hornitos to add romance to cocktails. Summer Solstice 1 orange slice 1½ oz. Hornitos Añejo ½ oz. Cointreau ½ oz. pickled strawberry juice pickled strawberry for garnish Muddle an orange slice in the bot- tom of a glass. Remove the orange and add cubed ice. Add other ingredients. Garnish with a pickled strawberry and the rind from the orange. olly Jackson, a mix- ologist at Kimpton’s 312 Chicago, located Hornitos fuels the Summer Solstice at 312 Chicago. PHOTO: TORI SOPER PHOTO: TORI SOPER PHOTO: TOM CLARK