Issue link: https://digital.copcomm.com/i/1787
46 / the tasting panel / august 2009 Doss and her marketing team at Beam pursued a month-long ethnographic study to discover con- sumer drinking trends. "We spent time in homes, we caught up with bourbon drinkers in bars and hung out with their friends," she muses. "This was one of the most exciting launches I have been involved with in my career." In October 2008, Beam Global changed the face of rye whiskey with its exquisite and elegant su- per-premium (rı 1 ). Now, bucking the system with a new breed of bour- bon, Red Stag expands an American whiskey category even further. Contemporary and fun, the fresh take on bourbon will focus heavily on on-premise. "We believe in trial: Try Red Stag and you're sold. That's our message for restaurateurs, mix- ologists and bar managers." Doss recommends switching out regular bourbon for Red Stag in traditional mixed drinks such as the Manhattan. "It turns into the Red Manhattan," she says, enthusiastical- ly describing the addition of sweet and dry vermouth to Red Stag. "Gar- nish it with a long-stemmed black cherry," she advises. The mixability of Red Stag, along with a long black cherry finish that happens to stay extremely pleasant on the palate, makes it an appealing part- ner for fresh citrus or berry juices. Bar chefs into savory flavors such as basil, rosemary or black tea are sure to find a trail of recipes for Red Stag. Or, drink it on its own, chilled, without anything else. Perhaps that shot should be called the Stag Party. Hoof Prints Red Stag facts Proof: 80 Suggested Retail Price: $18 (750 ml.) Bottle sizes: 50 ml., 750 ml., 1 Liter Innovation: Artisanal infusion process; black cherry flavors are slowly infused into four-year-old Jim Beam bourbon. Flavor notes: Corn sweetness meets ripe black cherry; mellow oak and a hint of spicy orange blossom and vanilla on the finish. Cover Story PHOTO COUTESY OF RED STAG BY JIM BEAM Rack & Roll Red Stag partners with Kid Rock Multi-platinum superstar Kid Rock will play his 2009 Rock N' Rebels Tour this summer in 25 cities across North America. Fifty cents from every ticket sold will be donated to Operation Homefront, a nonprofit organization that provides assistance to America's military veterans returning home to their families. Red Stag and Kid Rock will help fund emergency aid, moving as- sistance, computer programs and care packages in local chapters throughout the country. "Kid Rock is such an energetic and generous performer," Doss states. "He's a long-time Jim Beam fan and, like Jim Beam, an avid supporter of the U.S. military. A different breed of bourbon and a different breed of rock star—there's no better match." T HE TASTING PANEL met up with Trevor Schneider, still rosy after his first Tales of the Cocktail, at his regular New York City gig, Las Chicas Locas. Schneider, who recently competed in a national bartending competition, spoke with us about Red Stag and the brand appeal behind the new black- cherry-infused bourbon. So, on one hand, we've got a manly name (guys do love antlers) and, on the other, a girly flavor (quite the yummy digestif over ice) and, finally, Kid Rock as the face of the product. Curious combination, isn't it? And somehow you just know Jim Beam is going to pull it off. But who's it for? For the man who likes a sweet whiskey, but wouldn't be caught dead ordering "a black cherry bourbon, please"? Or for the young lady pretending to hold her Red Stag On-premise: East Coast Las Chicas Locas, New York PHOTO: MARGUERITE RICHARDS Trevor Schneider of Las Chicas Locas says Red Stag appeals to both men and women.