Issue link: https://digital.copcomm.com/i/16170
COVER STORY Rodeo-Ready Royal “I t’s got a very nice nutty flavor, a little bit of like brown sugar and a little more fruit in it,” says Zeph’s One Stop owner Vince Ciolino of Crown Royal Black. “Everyone seems to like it. It’s a good mix with Collins mix and Squirt—they’re really making some inventive drinks out of it.” With partner Bill Sites, Ciolino has grown Zeph’s to Salinas, CA’s most iconic bottle shop. Its retro- vintage roadside signage certainly helps, as does its stock of wines and spirits, which is lauded for its breadth and depth. Prominently presented in the middle of the voluminous shop is a large display for Crown Royal. “Here in Salinas it’s kind of like the signature Co-owner Vince Ciolino steps out of the Crown Royal Saloon at Zeph’s One Stop. drink; Crown Royal is one of the basic staples of Salinas,” says Ciolino. “We move quite a bit of it. I’d say throughout the year we probably move 30 or 40 cases just in the store by itself.” Add the annual California Rodeo Salinas, for which Crown Royal was a major sponsor and it’s another story entirely. “Crown Royal stepped up to the plate and really did a lot of advertising. The rodeo looked so dressed up this year compared to other years. It was really noticeable in the signage and posters,” says Ciolino. Last July, the landmark rodeo celebrated its 100- year anniversary, and Crown Royal was there to raise a glass . . . well, more than a glass, more like many glasses according to the rodeo’s Marketing Manager, Mandy Roth. “Sales were definitely up,” says Roth, who adds, “They’re definitely a great sponsor and very well received by all of our consumers.” Indeed, Ciolino has noticed a residual up-tick in sales of the Canadian whisky at his landmark location. “It seems like it’s stepped up since then and sales have been up ,” says Ciolino. “Like I said, it’s a normal thing in Salinas.” —D. H. Crown Royal is a major sponsor of the California Rodeo Salinas, one of the country’s largest. This year, 175 cases of Crown Royal, 50 of Black and 22 of Reserve were used. september 2010 / the tasting panel / 31 PHOTO: PHIL DOYLE PHOTO: RYAN LELY PHOTO: RICHARD FIELD LEVINE