Issue link: http://digital.copcomm.com/i/35876
COVER STORY through which to disseminate informa- tion about Beam’s brands. “What’s happening in the marketplace,” George says, “is that we’re using our assets to reach consumers in ways that we’ve never done before.” With avant-garde products such as Devil’s Cut, Red Stag, Maker’s 46 and Knob Creek Single Barrel Reserve adding a spirited new energy to its collection of more traditional bour- bons, Beam has a brand for everyone these days. “Each brand has its own personality,” George says, and Beam’s award-winning global “Bold Choice” ad campaign stresses this diversity of offerings. George promises that even more innovations are in the works. Meanwhile, the bottom line for him: “We’re focused on driving the bourbon portfolio in every way we can.” A Chicago Local A t Branch 27 in Chicago (the name refers to Branch 27 of the Chicago Public Library, which formerly occupied the space), bartender Justin Anderson is a bourbon fanatic. The happening two-year-old gastropub in the trendy West Town district is what Chicagoans call a “local”—a warm neighborhood hang-out where a diverse group of regulars gather to eat, drink and make merry. Having hosted dinners with Fred Noe and other bour- bon luminaries, the restaurant has a connection with this all-American category, and Anderson is an enthusiast for the Beam portfolio. “I’m a firm believer in value-added bartending,” he says. “People want good, honest drinks and things they can understand or be educated on.” Anderson admits his personal favorite is Basil Hayden’s, “with its herbaceous flavors,” but he’s equally at home pouring Branch 27’s clientele a straight-up shot of Red Stag, or making them a West Town Manhattan using Maker’s 46. Running the front of the house at his own establish- ment is Anderson’s eventual goal, but no matter where he works, “I always find myself behind the bar.” —D. G. Bourbon enthusiast Justin Anderson offers patrons a neat shot of Red Stag at Chicago’s Branch 27. WEST TOWN MANHATTAN 2¼ oz. Maker’s 46 ■ ■ ■ ■ ■ ■ ¾ oz. Antica Carpano sweet vermouth 7 drops BitterCube Cherry Bark Vanilla Bitters 3 Flagel Family Farm sour cherries soaked in Red Stag Orange peel Stir in a mixing glass and pour into a double (8 oz.) Old Fashioned glass over ice. Garnish with Red Stag–soaked sour cherries and orange zest (zest about 6 inches above the cocktail). Enjoy! 54 / the tasting panel / july 201 1 PHOTO: LEIGH CASTELLI PHOTO: LEIGH CASTELLI