Issue link: http://digital.copcomm.com/i/39104
COVER STORY “It’s definitely putting the face of the brand in front of the bartenders,” says Tour Ambassador Billy Gallagher, who’s on the road with the aircraft for the next six months. “We’re trying to get the gatekeepers excited about it, but it doesn’t feel gimmicky because they already like the brand.” The big balloon has generated interest outside the trade, too. Hangar One’s Brand Manager, Kensey Davis of Proximo Spirits, reports online blimp sightings. And no surprise: there are fewer than 20 airships flying in the world. “A lot of people write in on Facebook and say ‘I saw the blimp go across my backyard,’” she reports. Her colleague, Kristin Shirtz, adds, “To our knowledge, in at least 20 years, no other blimp has been used in this way.” Off-the-beaten-path airfields serve as landing pads and temporary bars, with the moored blimp always bobbing in the background. Gallagher and tour manager Diego Certuchi man the video camera and handle the bar back supplies, supported by sales teams in each market. Just six weeks in to the promotion Gallagher says he’s starting to notice a buzz among bartenders in differ- ent markets. “They’re interested in what they’re doing in Richmond or Charleston—it’s like a brotherhood and I think it’s only going to grow.” That, he says, is reflected in Hangar One’s brand philosophy. “It’s cool and funky, and it’s a movement. It’s all about the relationships with the grow- ers—‘farm to glass,’” he says. The team has a Plan B in each market, so if bartenders can’t come to the blimp, the blimp comes to the bar- tender—at least in spirit. In New York, several bars hosted the competition, with 12 mixologists vying for the prize. At Respite, on Manhattan’s East Side, the libations ranged from hot and spicy—the PS Caliente, using Hangar One Kaffir Lime—to the sweetly sophis- ticated Fraser River Cooler, featuring Hangar One Fraser River Raspberry. Paul Sharpe, Respite’s host/owner, says the vodkas’ taste profiles weren’t the only thing he likes. “I’m really The Lineup Aside from its copper still, the hallmark of Hangar One is its fresh fruits, sourced from family farms, personally selected by founder Jorg Rupf. Says tour manager Diego Certuchi, “These are vodkas that work really tight with the fruit. They taste real, not like candy.” Hangar One has four flavors of the house: Hangar One “Straight” is distilled with Viognier grapes and serves as the base for the infused vodkas: Mandarin Blossom, Buddha’s Hand Citron and Kaffir Lime (the latter two using exotic Asian citrus). The “Tasting Series” is a small-batch, seasonal production that includes Fraser River Raspberry, Spiced Pear and Chipotle. happy it’s an American product and an artisanal product. They listen to bartenders and explorers—and they don’t make stuff for kids.” Respite’s Claire Bertin-Lang, one of the bartender competitors, says she enjoys experimenting with the uncom- mon flavors in the Hangar One portfolio. Her Spiced Summer Sipper featured Hangar One Spiced Pear, paired with Lillet Rouge and apple ice wine. “Vodka is like the red-headed step- child for a lot of bartenders: a lot have a hard time thinking it’s interesting. But the seasonality of the Spiced Pear is a draw: It’s a one-of-a-kind product,” the mixologist notes. For Shusaku “Charlie” Shiroyama, another contender from Respite, the spicy vodkas reflect the trend amongst his fellow Brooklynites, but also go beyond the drink of the moment with the ability to balance palate and power. “I don’t think people put enough time in on the palate,” he says. “It’s important to know food tastes and work with that. This was a perfect opportunity to experiment with spice.”