Issue link: https://digital.copcomm.com/i/306378
64 / the tasting panel / may 2014 a lot! And that's changing how people are drinking, and how bartenders are making cocktails." Asher's trickle-down theory works, according to his customers. "Young's has really been a forward thinker in picking up these smaller brands, and that's definitely been reflected on my menu," explains Micah Olson, owner of one of Phoenix's hottest cocktail spots, Crudo. "They have so many great products that I get a lot of people read- ing my menu who say, 'I've never heard of any of these spirits.' That excites me, because my guests get to try something new today." Kasperski is also quick to point out that the products in the Young's Craft Spirit portfolio are on the cutting- edge: "A while back, I was at Nopa in San Francisco, and they had a whole list of quinas and quinine liqueurs," he recalls. "When I came back, sure enough, Young's was starting to sell them here." Travis Reese is owner of Scott & Co. in Tucson, where a thriving craft cocktail community has sprung up in recent years. "If there's a unique product, Young's works really hard to bring it into the Arizona market," says Reese. "The products in the craft spirit portfolio allow us to focus on what we do best; they've always been able to taste us on everything, which allows us to find the best use for the products. If we've asked the question, they've been able to give us the answer." That sense of reliability also goes a long way for Young's suppliers, explains Guillermo Sauza, whose Fortaleza Tequila has been put in the spotlight in the Arizona market. "Young's provides us an entrée into the types of bars, restaurants and off-prem- ise establishments that care for quality as much as we do," explains Sauza. "It's nice to know that we can trust them to work that out for us." Ultimately, it's the full-circle system of support that sets the Young's Craft Spirit team apart. "We're all in this together," says Camacho. "From the accounts to the suppliers to Young's Market to Arizona Cocktail Week—it's about building a genuine culture that allows everyone to grow and expand and create something really positive and really forward." Meet the Tastemakers THESE ARE THE FACES THAT UTILIZE YOUNG'S MARKET'S CRAFT SPIRIT PORTFOLIO TO PUT ARIZONA ON THE HEATMAP. Peter Kasperski recalls that when he first opened Cowboy Ciao, "everything was in a blender or soda gun." Now, he says, "I don't have anything mainstream; it's all esoteric. My GM even makes his own clarified goat milk punch!" "Between what Young's is doing, Arizona Cocktail Week and the Arizona USBG chapter, we're all partnering together," says Micah Olson, owner of Crudo. "This whole movement is happening in unison, and it feels really great to be a part of that." "The scene in Tucson has really been growing for the past four years," says Travis Reese, owner of Scott & Co. "Now, you can't open a restaurant without a solid cocktail program, and that's been a huge thing for us." "With so many different proper- ties, we give each a very specific beverage focus," explains Brent Karlicek, who, as Beverage Director for Upward Projects, oversees everything from boutique wines at Postino to a tequila-heavy program at Joyride Taco House. TP0514_034-71.indd 64 4/24/14 11:04 PM