The Tasting Panel magazine

92  /  the tasting panel  /  november 2014 BRAND STRATEGIES Making a List and Checking It Twice THE HEINEKEN HOLIDAY CAMPAIGN MAXIMIZES UPSCALE BEER CATEGORY VOLUME THROUGHOUT THE SEASON by Matthew Lorton

• Cover
• Believing in Bleu
• Letter from the Editor
• Industry Spotlight
• Brief Encounters
• New York City Sips
• San Fran Insider
• Scotch Report
• Marketplace
• Chefs: One-on-One
• Packaging
• Women in Wine
• BevForce Movers & Shakers
• BevForce Hot Shot
• Over t he Table
• Season's Greetings: RumChata
• Well-Made Mezcal
• Varietals: Carmen Wines
• In the Biz
• Wine Evaluation
• Brown Spirits
• Line Extensions: Kahlúa
• Uncovering Napa's Best-Kept Secret
• The Wandering Sommelier
• A Lone Star Life
• Blue Reviews
• Publisher's Picks
• Day in the Life
• On-Premise Patter
• San Francisco CompetitionsDouble Go ld Tour
• Brand Strategies
• Central Coast: Paso Robles
• Competitions: Win a Trip toScotland
• Brand Strategies: Heineken
• Intro-Vinous
• Holiday Wines: Ferrari-Carano
• Gin: No. 209
• Charitable Donations, Delicious Libations
• Rum: The Real McCoy
• Behind the Scenes with FredDame
• Tinseltown Tastings
• Blind Tasting
• Distiller Tour
• Speed Tasting Report
• Event Recap
• Beyond Crystal Clear
• Down Under Brand Pitch
• Taking Inventory
• What We're Drinking