Issue link: http://digital.copcomm.com/i/343109
july 2014 / the tasting panel / 87 In 2012, the groundbreaking prime-time television series Dallas (1978–1991) returned to the small screen. The new show, currently in its third season, picks up where the original left off—with lots of thor- oughly entertaining sex, betrayal and corruption going on within the Lone Star State's Ewing clan. Hollywood got it right—but that isn't a statement about the show's reboot. Rather, it's about the decision by the show's parent company, Warner Bros., to create and launch J. R. Ewing Private Reserve Kentucky Straight Bourbon Whiskey, a namesake spirit honoring the most notorious character on the show. And they got it right by teaming up with Dallas-area companies for production, distribution and marketing, including Southfork Bottling Co., Glazer's Distributors, The Levenson Group and Prairie Creek Beverages. The latter, selected to market J. R. Ewing to distributors domestically, was founded in early 2013 by Mike Howard, CEO and a beverage-industry veteran of 25 years. Howard began working with Domecq (later Allied Domecq) in 1987; it was fortuitous timing because it had recently acquired part of Sauza Tequila and the frozen Margarita was establishing itself as America's cocktail of choice. The beverage industry was primed to assist consumers into another level of tequila appreciation. "It was time to introduce the country to aged tequila," Howard recalls while sitting in Prairie Creek's office suite in Dallas. It was also the beginning of a career that would take Howard to such companies as Independent Distillers, Abby Lane and Glazer's before becoming VP of Sales and Marketing with TY KU in 2008. "I looked at saké much the way I looked at tequila in the 80s: People didn't understand it. They'd been drinking that hot stuff. I thought there was an opportunity for premiumization." At Prairie Creek, Howard explores the notions of premiumization and focused markets to build brands and brand awareness for its growing portfolio of wines and spirits. Initially, the company consulted with private labels on brand development and distribution, but it didn't take long to pivot towards developing and marketing its own in-house label, Manuscript Cellars. "Everyone will tell you that magazines are dead," he says [Except for the readers of THE TASTING PANEL, of course!—Ed.]. "Well, actually, magazines still have a big presence in grocery stores, not only in their dedicated aisle but at the checkout stands. We thought that if we Prairie Creek Beverages' growing portfolio: Manuscript, J. R. Ewing Bourbon, Top Spin and Match.