The Tasting Panel magazine

November 2016

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Page 12 of 100

12  /  the tasting panel  / november 2016 INDUSTRY SPOTLIGHT Stay Interesting A fter premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, Airboat. The modernized campaign features a more interactive character whose adventures show why he's different and how he gained his legendary status. The commercial also portrays how the character has evolved over the past decade, reflecting the differences of what it means to be interest- ing to today's Millennial beer drinkers 21 and older. "While 'Legend Lines' continue to be the backbone of our campaign, a lot has changed with the rollout of the evolved character," said Andrew Katz, VP of Marketing for Dos Equis. "The Most Interesting Man is edgier, and we've also modified the 'Stay Thirsty, My Friends' tagline at the end of each commercial." A New Addition W oodford Reserve announces the release of its latest expres- sion in the limited edition Master's Collection—Brandy Cask Finish—which will hit shelves in November. As the first whiskey to be finished in an American brandy cask, this new expression is yet another product of Woodford Reserve's continued apprecia- tion of and commitment to innovation and craftsmanship. Marking the 11th release in the Master's Collection, Master Distiller Chris Morris began with fully mature Woodford Reserve bourbon, which was then finished in brandy casks for nearly two years. Upon completion of the maturation period, the finished casks were batched together to create this one-of-a-kind whiskey with crisp caramel and dried fruit notes. Finishing fully mature Woodford Reserve in these brandy casks accentuates Woodford Reserve's rich dried fruit and nut characteristics developed from the grain recipe and fermentation process. Book Corner A rthur Shapiro's Inside the Bottle: People, Brands and Stories (Second Self Media, $14.99) is a pro- vocative and eye-opening book that takes you inside the booze business. Top spirits marketing expert, prolific booze business blogger and former EVP of Marketing at Seagram Spirits and Wine, he discusses personal anec- dotes and myth-shattering truths about the liquor busi- ness and its brand-building escapades. When discussing his newest creative venture, Shapiro explains, "At no point in the 80-plus years since the end of Prohibition has there been as much turmoil as we've seen in the last 30. Inside the Bottle is my attempt to capture the turbulence, examine it, and laugh about it." For more boozy book recommendations, check out page 40.

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