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INDUSTRY SPOTLIGHT Dos Equis Unmasks a Halloween Promotion T his October, premium Mexican beer Dos Equis is inviting adult consumers and retailers to take their celebrations to a more exotic and interesting level with the Dos Equis "Masquerade" retail program. Through "Masquerade" program elements assessable via mobile devices and Facebook, consumers will have access to mysterious special offers, sweepstakes and unique content, and retailers will have the tools to increase store traffi c and sales of premium Dos Equis throughout the entire month of October. Halloween has become one of the most celebrated holidays among adult consum- ers with spending on Halloween- related items increasing from $5.8B in 2010 to $6.86B in 2011 . It is estimated that more than half (59%) of young adults (21-24) will attend or throw a Halloween party1 . Back by popular demand, The Most Interesting Man will, once again, host his über-magnifi cent Masquerade Ball in New York City. To round out the guest list, he is searching for the perfect attaché to join him for the gala event. Consumers interested in this coveted position are invited to apply on Facebook. The Dos Equis "Discover the Masquerade" program runs October 1–31. 1NRF's Halloween Consumer Intentions & Actions Survey, 2011 Our Publishing Contributors T wo frequent con- tributors to THE TASTING PANEL have just published new books. Dick Rosano's novel Tuscan Blood is the story of an Italian- American who returns to Tuscany when his nonno (grandfather) dies. Convinced that the death is not an accident, he vows to solve the crime. The payoff for enophiles is that the novel takes place amid the glorious Tuscan wine landscape, where the narrator discovers the lifestyle he's been missing. Tuscan Blood, published by Hang Time Press, is available from Amazon as an electronic download for $6.99. Contributing Editor and former industry executive Ian Buxton's 101 World Whiskies to Try Before You Die (Trafalgar Square Pubishing, $19.95) is a spirited follow- up to his previous compendium, 101 Whiskies to Try Before You Die. Whether hailing from Buxton's native Scotland, from Kentucky or from far-fl ung India or Japan, the author's selections are always adventuresome and his evaluations up-close and personal. Available from Amazon and Barnes & Noble online. Acquisitions W C M Y CM MY CY CMY K est Coast Wine Partners acquired the historic Valley of the Moon Winery on the Madrone Vineyards estate, as well as Lake Sonoma Winery brand. Previously owned by F. Korbel & Bros., the purchase includes the Glen Ellen–based Valley of the Moon Winery and 60-acre estate property, the Valley of the Moon brand and inventory and the Lake Sonoma Winery brand and inventory. "As vintners who have spent our lives and careers growing and making wine, the Stewart family and I were drawn to this property because of its historical signifi cance, its legacy of wine quality and its authentic sense of place," says Dan Zepponi, President of West Coast Wine Partners and a third-generation California vintner. Scott McLeod, formerly of Francis Ford Coppola's Rubicon Estate, will be consulting winemaker, working with Valley of the Moon's Greg Winter to set a new direction for the wines. 12 / the tasting panel / october 2012