All Dressed Up, with Places to Go! I
f anybody can turn a cocktail into a brand, it's Las Vegas–based Dress the Drink. After 12 years as a buyer and two years overseeing the marketing of a spirits brand, Cindy McClure, CEO/founder, and President/partner Diane Svehlak pinpointed an untapped niche in the beverage industry—innovative, eco-friendly garnishes that comple- ment today's cocktails, spirits and menus. Since its 2008 launch, Dress the Drink has posi- tioned itself to take its place on the world beverage and hospitality industry stage. The firm counts several impressive clients who have commis- sioned customized garnishes for their standout signature cocktails: Mandalay Bay (where they designed a complete cocktail program), Hyde Park Restaurant Group, ARIA and Mirage Hotel & Casino, to name just a few.
McClure and Svehlak also address the full spectrum of beverage brand development,
Dress the Drink's Cucumber Batida.
from branding, packaging, labeling and naming, to positioning and trend and program analysis to setting up brand distribution. The com- pany also has the resources to collaborate with domestic and import brands for global conglomerates, small entrepreneurial vintners and everyone in between. For more information, visit www.dressthedrink.com or call 702-270- 4346. For wholesale, retail, licensing, branding and events inquiries, contact Diane@dressthedrink.com; for on-premise development inquiries and customized garnish information, contact Cindy@dress- thedrink.com. —Elyse Glickman
The Zen Mojito, created by Dress the Drink for Mirage Hotel & Casino.
84 / the tasting panel / january/february 2012
