Issue link: http://digital.copcomm.com/i/221505
tions—consisting of choice fruits and herbs from the Mediterranean basin. Currently, the secret formula is known by only three people, from different generations of the family. LICOR 43 has a seductive bouquet and a stunning golden color that stimulates the senses and brings the spirit of Spain to life. Its citrus essences suggest the richness of a Mediterranean spring, giving LICOR 43 a warm and charming character, rounded by a delicate touch of Madagascar vanilla. LICOR 43's unique flavor profile makes it so versatile that it can be used with an array of mixers, sodas, juices and even coffee. Sure, mixologists will love experimenting with LICOR 43 in creative cocktails, but one drink is set to boost this delicious liqueur into consumer consciousness like no other: the 43 Mini Beer. The Mini Beer Phenomenon The 43 Mini Beer is well poised to combine this traditional Old World liqueur with the up-to-the-minute shot trend. Whether ordered at a bar or mixed at home, the Mini Beer represents socializing and living and drinking in and for the moment. The 43 Mini Beer is uniquely social because the taste profile is so universally loved. And its presentation naturally lends itself to the casual beer occasion. The easy-to-execute recipe (see sidebar) has proven to be a natural hit in bars as well as at home. "The Mini Beer is a very simple shot for consumers to make at home and we have a tremendous amount of pro- gramming in place to encourage offpremise consumption," says Steffanci. "Having said that, the on-premise is where people discover and try new things so building bartender advocacy is key. We put a strong emphasis on supporting bartenders. The Mini Beer has proven itself to be the perfect shot—one that everyday bartenders at your neighborhood pub can confidently recommend to anyone." Like the inventor of Cartagena's ancient licor mirabilis, the true creator of the Mini Beer is unknown. Many people have claimed to be the originator, but the real origin of this seductive little shot remains a true bar mystery— and that only adds to the fun. Thanks to the 43 Mini Beer, the long and illustrious history of LICOR 43 is set to continue well into the future. The LICOR 43 Mini Beer Is on a Roll Bartender Thomas Haase completes a line-up of 43 Mini Beers at Kenny's Irish Pub. Bartenders love the ease of preparation; customers love the taste. Across the country, the LICOR 43 Mini Beer has become the newest shot sensation. On-premise accounts are seeing great success running bar nights featuring the 43 Mini Beer. Off-premise, retailers promote it with in-store sampling. When it's promoted in the on-premise, off-premise sales rise. Here's a look at one success story. At Kenny's Irish Pub, in Chicago's west side suburb of Countryside, IL, owner Jack Hoffenkamp is at the forefront of the 43 Mini Beer juggernaut. The longtime bar veteran purchased Kenny's with business partner Craig Lodico eight years ago. "We're active owners, says Hoffenkamp, who " is on-premise daily to act as manager and buyer. When the Southern Wine & Spirits sales team told him about LICOR 43 and the 43 Mini Beer earlier this year, he was sold immediately. "Reaction has been nothing but positive, Hoffenkamp " reports. The bar serves a significant number of shots in the course of a day, he says, but the Mini Beer—promoted by table tents and wall signage, as well as bartender recommendation—stands out as something different and unique among other shot offerings. "It's a delicious product. " Kenny's bartenders like that the 43 Mini Beer is "a pretty straightforward drink to make" thanks to the trademark Mini Beer glassware and on-site training on the perfect way to make the shot. Hoffenkamp is also using LICOR 43 in the Madrid cocktail: a Manhattan with LICOR 43 in place of sweet vermouth. With a diverse clientele ("everybody from trade guys to judges, with a wide range of ages"), Kenny's is an ideal bar to showcase the potential of the 43 Mini Beer. Says Hoffenkamp: "It's been all positive. " december 2013 / the tasting panel / 81 TP1213_064-103.indd 81 11/23/13 8:35 PM