Issue link: http://digital.copcomm.com/i/23459
THE MESSAGE reaking the mold as the world’s fi rst eco-friendly vodka isn’t enough for 360 Vodka. In December, the spirit sought placement in The Guinness Book of World Records as the base spirit in Sheldon Wiley’s quest to break the world record for most drinks mixed in an hour. The event, held at the Royalton in New York City, and documented by a camera crew and a representative from GWR, pitted the mixologist against the clock and a record 937 drinks mixed in an hour. Wiley, a mixologist at tiki-friendly Riff Raff’s, and a triathlete, set a high bar for himself: He estimated hitting more than 1,000 drinks, based on the practice runs. The rules allowed him to mix three ingredients and use a spray gun, but Wiley elected to use four ingredients and mix by hand. The Record Stands B “I’d be super happy with 1,200, but at the end of the day, it’s about breaking the record and saving the planet one glass at a time,” he said before the competition. Despite a fast-moving team (four bar backs and six runners), Wiley eked out 544 cocktails in the hour. Improperly fi tting spouts on the Monin syrup bottles caused major issues, slipping out at crucial times and costing the team time. Wiley was disappointed but remains optimistic at another run in early 2011. Simon Hancock, a spokesperson for 360 Vodka, praised Wiley’s effort: “He has ambition, drive and a commitment to the hand-crafted cocktail.” —Lana Bortolot TY KU Co-Founder Trent Ulicny and entertainment blog- ger Perez Hilton love TY KU soju’s low-cal mixibility. Y KU has been a longtime favorite saké among industry insiders, but it’s the brand’s soju—and its low-cal charm—that’s recently won over entertain- ment blogger Perez Hilton, whose public struggle with weight-management has resulted in the launch of his new website, FitPerez, and his trimming down by a staggering 60-plus pounds. Perez, an equity investor in TY KU, told THE TASTING PANEL in an exclusive interview, “I enjoy the product, and I’m a big proponent of being healthy.” Trent Ulicny, TY KU co-founder and a former professional soccer player whose own commitment to health and fi tness has shaped the brand’s low-cal emphasis, explains, “Soju is a fl avor catalyst, so you can make great-tasting cocktails without having to add those simple syrups and high-calorie additives.” Ulicny explains that soju is also an easy swap in vodka-based cocktails: “However you drink your vodka cocktails, that’s how you should drink your soju.” Hilton has taken that message to heart, and now indulges in TY KU soju and sugar-free energy drink as his cocktail of choice—but only once a week, on his “cheat” day. —R. B. Spotlight on Soju T Sheldon Wiley. 1 / the tasting panel / january–february 201 1 PHOTO: RACHEL BURKONS PHOTO: SHEDRICK PELT