Issue link: http://digital.copcomm.com/i/19027
U.S. Launch: The Orb is in Orbit Although Chambord boasts a French heritage, the new Chambord Flavored Vodka is now launching exclusively in the U.S. “This is the idea of our V.I.P.,” Hayes says, “our Vodka Initiation Program.” The program refers to the 13 markets that represent the widest influencers, or “image-driven” markets. Initially rolled out in CA, AZ, TX, LA, IL, MO, KY, GA, FL, NY, PA and Washington, DC, Chambord Flavored Vodka has been building relation- ships with the trade for almost a year, although the official introduction date was August 1 of this year. The familiar orb-shaped bottle—recog- nizable to bartenders and easy to use—is duplicated with Chambord Flavored Vodka. But now there’s a difference. “We’ve re-designed the liqueur bottle [and the vodka bottle] to be sleek and streamlined. Updated elements include the labeling and closure for a more modern brand expression,” says Hayes. The orb was formerly adorned with crown closures, reflecting Chambord’s royal roots, but in the new contempo- rary look, the cap has morphed into a decorative emblem or cartouche, which is more facile to open. A berry-colored jewel rests on its top, while a repeating lattice pattern is an artistic interpreta- tion of the brand’s flavorful claim to fame: the raspberry. Pink Your Drink “We often hear the word ‘captivat- ing’ when describing the Chambord Flavored Vodka bottle,” Hayes tells THE TASTING PANEL. “It’s primarily women who find its color, that light purple hue, vibrant and alluring.” The transformative quality Chambord brings to a cocktail—a purplish-fuchsia glow that makes the drink look lit from within—led naturally to the brand’s descriptive slogan, “Pink your drink.” “You can see the cocktail color actually change when Chambord Flavored Vodka is part of the equation,” Hayes asserts. “It’s a vodka that has visual appeal on many levels: flavor, color, packaging.” Chambord: The Vodka That’s Making Herstory To find out how Chambord’s out- ward visual appeal can reflect—and enhance—the drinker’s inner glow, THE TASTING PANEL interviewed four tal- ented high-profile bartenders who have experienced the ROMANTIC EQUATION of Chambord Flavored Vodka. 54 / the tasting panel / november 2010 Shannon Cannon recently celebrated her eight year wed- ding anniversary. acramento may be known more for its agriculture than its romance, but at super-swanky Park and M!X nightclub-slash-restaurant- slash-happy hour mecca, love is certainly in the air. “It’s definitely a romantic venue,” says Bartender Shannon Cannon. “It could be a nice place to take somebody on a date—and it’s definitely a place to meet some- body for a new romance,” she continues with a laugh. Cannon found the romance of Chambord palpable when mixed with the Love is in the Air S Avec L’Amour 1½ oz. Chambord Flavored Vodka ½ oz. Pinnacle Whipped Cream vodka Dash of cream Dash of simple syrup Shake with fresh raspberries, strain into a Martini glass and garnish with rock candy and sugar rim. “I was bartending in a little bar in downtown Sacramento, and my future husband came in one night with his best friend,” relates Shannon Cannon. “He turned to his best friend and said, ’That’s the girl I’m going to marry,’—and I didn’t find out all of this until the night of our wedding, when his friend gave the best man’s speech!” classic concept of whipped cream and berries in her Avec L’Amour cocktail at M!X. “When you think of lush raspberries and fruits, it’s a very sexy thing,” says this fiery redhead, who recounts one of the most romantic moments of her life as one she didn’t even know about until her wedding day. Eight years later, Cannon’s still as blissful as a newlywed. “I’m one of the lucky ones,” she says with a smile; “he’s a very chivalrous man.” —Rachel Burkons TRUE LOVE STRIKES ONLY ONCE IN THIS BOMBSHELL’S LIFE PHOTO: RYAN LELY PHOTO: JIMMY P.