The Tasting Panel magazine

March 2013

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More than Meets the Eye But there���s more to the Iconic brands than marketing magic and packaging pizzazz. ���The bottle alone may draw consumers in for the irst time,��� says Brandi, ���but it���s the spirit inside that keeps them coming back for more.��� Produced on the Caribbean coast in the Mexican state of Veracruz, Deadhead Rum is made from fresh sugarcane and molasses, small-batch-distilled with melted glacial water. The rum is then aged for six years in a variety of used barrels (from former scotch barrels to Bordeaux) and hand-blended, resulting in a complex, nuanced spirit that���s bursting with tropicality.���The bottle may be edgy,��� says Brandi, ���but the rum is premium.��� While Apocalypto Tequila got some marketing mileage during last year���s Mayan Apocalypse madness, the liquid in the bottle���s more than just a trendy gimmick. ���This is a brand that is connected to the history of Mexico and honors the tradition of tequila,��� explains Brandi. While the Mexican stoneware man-meets-beast bottle conjures images of ancient cultures, the production techniques are as classic as they come. ���We wanted to make sure that this was a handcrafted tequila that helps grow the tequila category,��� says Brandi. ���And we���re winning people over one sip at a time.��� While Deadhead and Apocalypto get in touch with their ancient roots, Flashbang Tequila targets a whole new audience���and warms hearts in the process. Designed to replicate the real-life Army M84 distractional device (you even have to pull the ���pin��� before taking this shot), Flashbang is a proud sponsor of Operation Gratitude, a non-proit that supports military members and their families. But even this do-good brand has quality at the forefront: ���I���m very serious about the quality in all of our products. This may only be a shot, but it���s going to be good!��� All together, the Iconic brands are an eclectic, yet heartfelt group. ���We are irst of all selling spirits,��� says Brandi. ���Sure, we may have these crazy bottles, but every one of them has a meaning. And every one of them has a unique spirit.��� The Iconic Brands portfolio includes Apocalypto Tequila, Flashbang single-serve shots and Deadhead Rum. Mai Tai Madness At Don the Beachcomber in Sunset Beach, CA, escapism rules. Walking into this partyplace situated across from the ocean, guests are instantly transported to the tropics, complete with waterfalls, totem poles and tiki-torches aplenty. ���Tiki cocktails are like a vacation in a glass, comments General ��� Manager Emerson Duque. ���And Deadhead really completes the tropical appeal!��� Sitting on the backbar, Duque says Deadhead is an obvious attention-getter. ���The bottle alone speaks a thousand words, but the rum inside is really great���so that���s a win-win!��� Emerson Duque, General Manager at Sunset Beach���s Don the Beachcomber, makes one of the bars signature Mai Tais, based on a top-secret 1932 recipe. march 2013 / the tasting panel / 83

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