The Tasting Panel magazine

January 2016

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48  /  the tasting panel  /  january-february 2016 WHAT WE'RE DRINKING S ince the dawn of liquor control, on-premise establishments hold- ing beer-and-wine-only licenses (Type 41s as they are labeled in California) have been faced with less-than-desirable choices: Serve poor, weak, often-embarrassing substitutes for cocktails, or don't serve cocktails. The latter option means losing customers to the nearby establishment with a full liquor license. While the option of serving cheap, low-alcohol imitations of traditional cocktails and/or weak shochu (or soju) versions seem like solutions, both ills simply disappoint and ruin the customer experience. A hopeless licensee would be better off just letting his patrons leave on a positive note for said neighboring bar. Fixing the cocktail dilemma will take a brand that doesn't just try to put Type 41s in the cocktail game, but like any other alcohol brand worth half its R&D dollars, it helps them thrive. "There was this huge gaping niche for a brand that produces really high-end wine-based premixed cocktails," says Bar41 co-founder Henri-Luc Martin. "Sure, there are a number of wine- based cocktail brands or spirits substitutes that you could serve, but anyone in this industry knows how awful most of these cocktails taste. Plus, who wants to pay top dollar for a 6% alcohol Margarita made with an imitation tequila? Why would you want to disappoint and even risk losing your customer base doing that?" With that sentiment firmly at heart, Henri-Luc, with co-founder Frank Sciotto, created Bar41 Wine-Based Cocktails. "After years of research and development, we finally have an eight-SKU portfolio of cocktails that our customers can serve proudly," says Frank. "We didn't just aim for shockingly convincing; we aimed for better than what you're used to," he explains. "We worked with bartenders and mixologists across California and reached the point in taste-tests with them whereby they had to think twice when tasked with identifying our wine-based cocktails versus tradi- tional spirits–based versions. That's when we felt ready to go to market." It would appear the wait was well worth it. Delicious, visually on- point, fragrant in aroma and high in alcohol content (from 15% to 18% ABV, with most on the higher end of that scale), Bar41 boasts a broad range of cocktails already, including: Mai Tai, Margarita, Cadillac Margarita, Dirty Martini, Mojito, Bloody Mary, Moscow Mule and this writer's favorite, the Cosmopolitan—undoubtedly the poster child for the company's entire philosophy: Unbeatable Cocktails. It would seem the long wait is over. Beer-and-wine licensees can finally compete–and thrive—in the cocktail category. Cocktails Served Proudly With that sentiment firmly at heart, Henri-Luc, with co-founder Frank Sciotto, created Bar41 Wine-Based Cocktails. "After years of research and development, we finally have an eight-SKU portfolio of cocktails that our customers can serve proudly," says Frank. "We didn't just aim for shockingly convincing; we aimed for better than what you're used to," he explains. "We worked with bartenders and mixologists across California and reached the point in taste-tests with them whereby they had to think twice when tasked with identifying our wine-based cocktails versus tradi- tional spirits–based versions. That's when we felt ready to go to market." It would appear the wait was well worth it. Delicious, visually on- point, fragrant in aroma and high in alcohol content (from including: Mai Tai, Margarita, Cadillac Margarita, Dirty Martini, Mojito, Bloody Mary, Moscow Mule and this writer's favorite, the Cosmopolitan—undoubtedly the poster child for the company's entire philosophy: It would seem the long wait is over. Beer-and-wine licensees can finally compete–and thrive—in the Bar 41 Cadillac Margarita. BAR 41 USHERS IN A NEW ERA FOR BEER-AND-WINE-ONLY LICENSEES by Natasha Swords Bar 41 Cosmopolitan. Bar 41 Moscow Mule.

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