Issue link: https://digital.copcomm.com/i/101724
COVER STORY demand is so strong that the Costa Mesa–based store cannot keep up with it, and all lavors are selling rapidly. The Facebook page also allows us to present photo highlights from our events as well as some of our magazine advertising, which I believe creates that desire for consumers and mixologists to buy Tatratea and stock the gorgeous bottles on their shelves." A Special Spirit "The variety of lavors and proofs, which include a new Coconut expression launching in 2013," explains Dvorsky, "also prompts mixologists to build new cocktails for both their seasonal and permanent menus. As more customers become interested in the stories behind an exciting new product, it is important to note that the trade has embraced the challenge of explaining to their guests exactly what Tatratea is." While Tatratea's lavors like the Citrus Tea, Peach & White Tea and Bohemian Berry appear to be a natural choice for a variety of chilled and cold drinks, Dvorsky points out that the lavors also blend nicely into warm wintertime cocktail recipes, including PHOTO: ANNE WATSON PHOTO: ANNE WATSON Rado Dvorsky, President of Avant Garde Imports. Tea Time Marketing Although the California market is effectively the U.S. hub for Tatratea, other states with cities known for their progressive culinary scenes have driven demand and distribution. The line will be available in New Mexico through Southern Wine & Spirits, while Wein-Bauer will be distributing the products in Chicago. At press time, negotiations were ongoing for Nevada and Florida distribution as well as other key markets across the U.S. In addition, promotional events 72 / the tasting panel / january 2013 are driving demand by giving both taste-making consumers and restaurant/bar industry professionals face time with the unusual collection of spirits. Dvorsky also notes that social media have played a prominent role in generating brand awareness. "Since we launched our Facebook page, we have gotten emails from all over the U.S. and world asking us where they could buy it," he says. "We are selling a lot of bottles online through the Hi-Times Wine Cellars website. We were informed the The TatraRita, made with Original and Peach Tatratea with a quarter ounce of tequila and muddled jalapeño, is a testament to the brand's versatility.