Issue link: http://digital.copcomm.com/i/471637
march 2015 / the tasting panel / 77 friendly and familiar taste profile has already begun to make quite the impression at both on premise and off premise locations. "As a distributor, we've tried to introduce the next 'hot item' before, but we have not been greeted from day one with such a high level of excitement until now with Uncle Bob's. We are so pleased to have something that has taken off in our college markets because those people take the excitement of the brand to friends, family and ultimately to other parts of our market better than any other group of 'constituents'," smiles Brittany Buchanan, Territory Sales Representative for Phillips Distributing. Buchanan continues, "The times I have watched an Uncle Bob's promo or have been out for a night, I really noticed that the customers are excited to have something delicious to drink that isn't Fireball. While the marketing is catching people's eye, ultimately the proof is in the bottle. The taste is awesome, whether mixed in a cocktail or on its own as a shot." Attesting to Uncle Bob's popularity behind the stick, Adam Allister, General Manager of Wando's Bar and Grill in Madison, WI, calls Uncle Bob's Root Beer Whiskey a "trendsetter" that is "setting itself apart from all the other spirits in the category." Wando's—a very popular spot for college students located right by the University of Wisconsin, Madison—is currently one of Uncle Bob's biggest ambassadors, host- ing promo nights with cocktail waitresses serving Uncle Bob's shots and cocktails and handing out fun, festive swag. "People were ready to try something new and not cinnamon, and based from the extremely positive and immediate reaction we've seen to Uncle Bob's, the answer was root beer," exclaims Allister, whose Uncle Bob's cocktail—a mix of Uncle Bob's and RumChata—perfectly showcases the brand's success in simple yet delicious mixability. With flavored whiskey up 76% (according to Nielsen Total U.S. All Outlets), Uncle Bob's is entering this whiskey renaissance by challeng- ing consumers to enjoy their drinks with a flavor that is undeniably unique and nostalgic. Everyone has an uncle that personifies the word cool, and now Uncle Bob's Root Beer Whiskey hopes to climb into your family tree, providing you with comfort and warmth as you celebrate life's special moments—a brand that's sticking to its roots, quite literally. The Uncle Bob's Cocktail ◗ 3 oz. Uncle Bob's Root Beer Whiskey ◗ 1 oz. RumChata ◗ Combine ingredients and pour over ice. PHOTO: NOAH WILLMAN PHOTO: NOAH WILLMAN Brittany Buchanan, Territory Sales Representative for Phillips Distributing, and Adam Allister, General Manager at Wando's Bar and Grill, at Wando's Bar and Grill in Madison, WI, one of the brands biggest on premise supporters.