Issue link: http://digital.copcomm.com/i/46939
COVER STORY WHISK(E)Y ON-PREMISE Surf and Turf In the greater San Diego area, the Brigantine Family of Restaurants has been a culinary force to be reckoned with since 1969, but for the past decade, the group's fine dining concept, The Steakhouse at Azul La Jolla, has really upped the ante. With a spectacular offering of classic turf-bred fare rounded out by fresh seafood options, Azul is one of Southern California's most picturesque steakhouses, situated along a stretch of gorgeous coastline. But Azul's got the substance to back up its stellar style, and with a beefed-up beverage program that features traditional and classic cocktails, brown spirits are in the spotlight. "We have over 50 whiskies," explains John Azevedo, District Manager for the Brigantine Family of Restaurants, "and Jameson and the Glenlivet 12 Year Old are among the most popular." While The Glenlivet is a neat call at Azul, Jameson is seeing success in the Steve Floyd, Executive Chef at The Steakhouse at Azul La Jolla, enjoys a classic Glenlivet neat while overlook- ing magnificent views of the Pacific. cocktail arena, says Azevedo. "It's a very mixable spirit, and they're appealing to a younger generation with their excellent marketing of the product. Although brands like Glenlivet and Chivas have been category leaders for years, this younger demo- graphic is helping bring these other brands to light." Azevedo and Azul's barstaff have also gotten behind Jameson's Irish Whiskey sister, Redbreast, which is popular among the staff and makes a handy upsell. "If someone is a Jameson fan, you can definitely get them into Redbreast," says Azevedo.—Rachel Burkons in the whiskey category, education and bartender recommendations are the key to Jameson's success, as evidenced by consumer consumption of Irish whiskey transitioning to a year-round pattern. New and innova- tive cocktails featuring Jameson, such as the Jameson and Ginger and the Pickleback, are not just growing in popularity, they are de rigueur at Jameson-centric bars. "Taste is fundamental to Jameson's success; it is a very smooth and acces- sible whiskey," Hartunian notes, point- ing to the Irish whiskey's reputation as easy-drinking and eminently mixable, which has made it one of the top distilled spirit brands in the world. Extending the Range: Redbreast While Jameson is the dominant premium Irish whiskey, Redbreast Single Pot Still Irish Whiskey is helping to extend Pernod Ricard's dominance of the Irish whiskey category even further by capturing the emerging super- premium Irish whiskey drinker. With a new website recently launched (single- potstill.com) and numerous accolades such as Gold Medals for the 12 and 15 year expressions at the San Francisco World Spirits Competition, Pernod Ricard is educating both bartenders and consumers about this classic style of Irish whiskey. Triple-distilled in copper pot stills and made with a mash of both malted and unmalted barley, single pot still Irish whiskey has a creamy, rich mouthfeel and a fuller and more complex flavor profile than blended Irish whiskies. By resurrecting and promoting this style, Pernod Ricard offers whiskey enthusiasts an opportu- nity to trade up into the super-premium category and further explore the world of Irish whiskies. Single Malt Champion: The Glenlivet With The Glenlivet, Pernod Ricard has the best-selling single malt Scotch whisky in the United States. J. C. Iglesias notes that single malts are the second fastest-growing market category behind Irish whiskey. "Single malt scotch is still an affordable luxury that consumers can enjoy," he remarks. "It is our job to bring people into the category and make things accessible and easier for consumers." Pernod Ricard has initiated that accessibility through The Glenlivet Guardians program. Registered users on the Glenlivet website (glenlivet.com) have access to an online whisky school, can attend exclusive VIP events, keep up- to-date on new additions to the Glenlivet portfolio, and can also participate in virtual tastings via Twitter. Additions to the Glenlivet line such as the Nádurra range, a revived whisky style from the 19th century with a fuller, richer mouthfeel, have allowed for enthusiasts to explore The Glenlivet's house style more completely. Traditionally made by double distilling in copper pot stills, The Glenlivet shows the classic Speyside flavor profile with november 201 1 / the tasting panel / 63 CREDIT: ERICA GANNETT CREDIT: ROB BROWN