Issue link: http://digital.copcomm.com/i/271567
march 2014 / the tasting panel / 7 "How many of you have been to Tales of the Cocktail in New Orleans?" asks Andy Dawson, looking around at an eager room full of Santa Barbara, CA bartenders and bar managers. One raised hand turns to 20 when Dawson, co-founder of Broker's Gin, wryly continues, "How many of you would like to join me there this year?" If you, dear reader, are as eagerly raising your hand as these bartenders were, pay close attention: Your chance to win a trip to Tales is quickly approaching. Kicking off next month is the second annual Broker's Bowler Cup—aka your ticket to Tales town—sponsored by THE TASTING PANEL and Broker's Gin. "Last year's inaugural Broker's Bowler Cup was a huge success, and we are proud to continue to partner with such an iconic brand that celebrates the creative ways bartend- ers today are bringing gin to life," says TASTING PANEL Publisher and Editorial Director Meridith May. "Andy and Martin Dawson have really inspired bartenders across the country to experiment and explore, and we're sure that this year's Bowler Cup will bring so many exciting cocktails to life!" Keri Eliason, Marketing Brand Manager for Hood River Distillers, which markets Broker's in the U.S., chimes in: "There's so much potential for this brand, and it's been so nice to see the way bartenders are engaging with it year- round. The Bowler Cup definitely brings an added level of enthusiasm for Broker's, led by the Dawsons, our distributor partners and bartenders across the country." Bartenders Meet Bowlers As Dawson led the room full of bartenders through a gen- eral gin education, answering questions about the difference between gin and genever, distillation methods and stylistic botanical choices, attendees tasted Broker's neat, remarking on its creamy smooth mouthfeel and juniper-driven profile. "Broker's is of a super-premium quality, but at a regular- premium price," said Dawson. By the end of his presentation, Broker's had won the crowd over: "Broker's is my new well!" announced Scott Sampila, owner of Santa Barbara's Marquee Lounge. But Broker's has bowled over bartenders well beyond the beach, and as we approach the second annual Bowler Cup, bartenders are get- ting their shakers ready. "I've been a fan of Broker's for a long time," said Larry Nobles, Director of Operations for Stella Mare. "It has a great clean flavor, and I'd love to play with it for the competition!" The Benefits of Bowlering As we near kickoff for the Bowler Cup (see sidebar for timeline and entry instructions), Dawson reflects on the success of last year's inaugural effort. "It was so wonderful to meet these talented young people and see what they're doing with our little gin," commented Andy. "I can't wait to see what this year's crop brings!" In addition to an all-expenses paid trip to Tales, a one-page feature in the September issue of THE TASTING PANEL and a cash prize for the final winner, donning the Broker's Bowler will make bartenders an unofficial part of the family: After leaving the beach and before heading back to London, Dawson has one more stop to make—a visit to one of last year's Bowler Cup finalists. "I've stayed in touch with [East region winner] Lauren Taylor Axt and her family," says Dawson. "I'll be staying with her family on a trip to Tennessee!" The Trail to Tales Wanna win a trip to Tales of the Cocktail? Here's your essential guide to winning the Broker's Bowler Cup: April 1–May 22: Submit your Broker's Gin recipe and photo to Facebook and Instagram by using #BrokersBowlerCup or uploading directly to www. BrokersBowlerCup.com. May 23–June 5: VOTE! All cocktails will be posted to the Broker's Gin Facebook Page, so share your entry and encourage your friends to vote! June 6: The top three entries from each region (West, Central, East and South) will be announced. June 16: THE TASTING PANEL will invite a panel of judges to taste the final cocktails and select a winner from each region. July 17: The finalists will serve their winning cock- tails in the Broker's Gin Tasting Room at Tales of the Cocktail, and a final winner will be selected via crowd voting. The overall winner will receive a cash prize from THE TASTING PANEL, and each finalist will receive a one page profile in the September issue! For full entry rules and regulations, visit www.BrokersBowlerCup.com or speak to your local rep. For questions, please email rburkons@tastingpanelmag.com.