The Tasting Panel magazine

September 2011

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Page 38 of 124

WHAT WE'RE DRINKING Enticing S ince 1858, Hiram Walker has pioneered numerous distillation and manufacturing processes that are now industry standards. But Hiram Walker Associate Brand Manager Adam Gold of brand owner Pernod Ricard USA says that innovation is really about creating solutions. "Consumers say they want zero- hassle, festive fall holiday cocktails that can be turned out at home. Caramel Apple Liqueur makes great-tasting, crowd-pleasing fall drinks with three or even two ingredients. It's the perfect complement to Pumpkin Spice Liqueur, a limited-edition cordial we introduced in 2008 and are proud to bring back this year." It seems like dessert-flavored vodkas are launched every week, but Caramel Apple is a tasteful alternative. Last year Hiram Walker brought out Original Cinn, a 90-proof cin- namon-flavored sipper with gentle, warming heat and a faintly sweet flavor of freshly baked cinnamon bun covered in gooey vanilla icing. Classic Butterscotch, Original Cinn, Pumpkin Spice and Caramel Apple comprise a robust portfolio of iconic fall flavors. Gold is proud of the way Hiram Walker has captured not only a caramel apple's taste but also its accompanying feeling of playful indulgence. "It deliv- ers an irresistible combination of crisp red apple and sweet caramel. The deep red, brown and gold tones on the label also play up Caramel Apple's warmth and appetite appeal." A constant challenge in the beverage industry lies in optimizing how recipes are provided to consumers. In-store signage is great but doesn't help after the bottle goes home. While www. and the company's Facebook page are recipe-friendly, Gold understands that consumers may not want to bother with computers or 38 / the tasting panel / september 201 1 and Spicing BEN WEINBERG GETS THE WORD ON HIRAM WALKER'S FALL FLAVOR LINE-UP smartphones while entertaining. "Every Caramel Apple bottle sports an apple-shaped recipe guide on the neck. We're applying the neckers ourselves to save distributors and retailers the step of merchandising. Best of all, consumers will have a go-to guide when it's time to start mixing." As a lifelong Northeast dweller, Gold waits until the sky turns gray to roll out the warm drinks, but then he builds Apple Toddies out of Caramel Apple Liqueur and Jameson Irish Whiskey topped with hot apple cider. "Now that's an ideal cool-weather sipper!" Hiram Walker Caramel Apple can also be blended with Absolut Citron for a Cosmo with a twist, as well as with Kahlúa and Absolut Vanilia for a rich seasonal cocktail experience. Hiram Walker is primarily a domestic brand, so marketing efforts are focused on U.S. distribution. In September and October Hiram Walker will pro- mote a fall drinks recipe contest on its Facebook page and website. Consumers are invited to submit an original cocktail using Caramel Apple, Pumpkin Spice, Original Cinn or Butterscotch for a chance to win an Apple iPad. Hiram Walker will also be working closely with spirits bloggers to help develop more recipes and build online chatter. MIDNIGHT MARTINI ■ ■ ■ ■ ¾ part Hiram Walker Caramel Apple Liqueur ¾ part ABSOLUT Vanilia ¾ part Kahlúa Coffee Liqueur 1 part half-and-half Shake with ice and serve in a chilled Martini glass. PUMPKIN EATER ■ ■ ■ ■ ¾ part ABSOLUT Vodka ¾ part Hiram Walker Pumpkin Spice ½ part Hiram Walker Amaretto ¾ part Irish Cream Liqueur Fill glass with ice. Pour ingredients as listed. Garnish and serve.

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