The Tasting Panel magazine

October 2013

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IndUsTRy spOTlIghT U.S. Drinks at Holiday Bar Buying show T PHOTO: STEVE SOTO he U.S. Drinks Conference played to a packed house in New York last month. This is the seventh annual presentation of the event billed as "The Insider's Guide to the U.S. Beverage Alcohol Market." The conference is structured to provide a comprehensive foundation of industry knowledge combined with a wealth of practical tools to navigate this complex market. This year's conference was held at the Javits Center in NYC on September 10 in conjunction with the Holiday Bar Buying Show. A standing room–only crowd paid rapt attention to the presentations which featured: John Beaudette, President of MHW Ltd., opened with a presentation on the structure, history and procedures that are unique to the three-tier system in America. Mike Ginley, founder and Partner of Next Level Marketing, gave a thorough overview of the structure, volume and trends in wine, beer and spirits with data provided by the Beverage Information Steve Raye, Managing Partner, Brand Action Group's Handbook Team; Mike Ginley, Partner, Next Level Marketing; Advance. Jeff Grindrod Managing Partner, Brand Action Understanding Team; John Beaudette, President, MHW Ltd. WIIFM (What's In It For Me?), exploring the distribution challenges new brands face when launching in the U.S. with recommendations on working with, in spite of or without distributor support, was the third presentation, given by Steve Raye of Brand Action Team. Jeff Grindrod, Managing Partner at Brand Action Team, closed the meeting with a comprehensive overview of the "must do, should do and could do" for new brands to achieve successful market penetration. Time for Holiday Planning RumChata Brand Rum Cream has announced its 2013 holiday gift set. The set comes with an exclusive RumChata branded ceramic thermal cup that keeps cold RumChata cocktails chilled and hot RumChata cocktail warm. The RumChata 750-ml. holiday gift set is available in all 50 states at an average retail price of $19.95. More about RumChata and where it is available can be found at and on the RumChata Facebook page. Knockout Whiskey I ntroduced by Zeiler Spirits of San Diego in September, COLDCOCK American Herbal Whiskey (19.99/750ml.) is the new 70-proof shot brand promoted by influential musicians, action sports athletes and tattoo and street artists. The company has developed a unique approach to engaging long term relationships with these influencers, resulting in organic endorsements, reaching consumers when they're at concerts, sporting events or even getting a tattoo. COLDCOCK is made with three-year bourbon and a hearty list of herbs like green tea, hibiscus, ginger, eucalyptus and cinnamon. Zeiler Spirits was founded by Rick and Sarah Zeiler, both industry veterans who have spent their careers building other successful shot products and ultra-premium brands. Top music agents from CAA and Artist Group International, along with actual musicians and athletes, have all invested in the company. For a list of artist/athlete partners visit: COLDCOCK launched in California, Georgia and Indiana in September and this month lands in New York, Tennessee, South Carolina and Nebraska. Future states include Arizona, Nevada, Texas, Colorado, New Jersey, Wisconsin and Florida. 12  /  the tasting panel  / october 2013 TP1013_001-33.indd 12 9/23/13 10:33 PM

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