Issue link: https://digital.copcomm.com/i/306378
70 / the tasting panel / may 2014 Hard Cider. Both ciders, designed to be served over ice, are indeed refreshing and nicely balanced between tartness and sweetness. They come in at 5 per- cent ABV and their 11.2 ounce bottles carry fewer than 200 calories. Strongbow will be making appear- ances at high profile events such as Coachella and the U.S. Open. When 2014 is done and over with, the brand plans to reach a million people through sampling. If that's not having good aim, then what is? Riding the Radler Wave Over at the Amstel Radler area of NDC, young ladies and gentlemen dressed in lemon hued shorts played a mock game of beach volleyball, all the while looking almost too cool in their bright yellow Amstel-branded sunglasses. Backdrops made of rows and rows of lemon wedges brightened up the drab convention center, success- fully giving off a sunny beach vibe that cheered guests up instantly. Radler, a Bavarian dialect word meaning cyclist, is a beer style that "started in Germany and eventually expanded to other European countries, explains de Obeso. "A great Radler combines a high-quality beer made with lemon juice and other natural ingredients," she adds. Amstel Radler uses Amstel Bier out of Amsterdam as it base, and the addi- tion of lemon juice results in a super light, pleasing drink that is perfect for a hot summer day. At 2% ABV, Amstel Radler is almost too easy drinking. Nonetheless, if its popularity at NDC is any sign, Amstel Radler is going to soar in the core markets of the northeast U.S. region and Chesapeake Bay, where the beer will be released initially. Hours before the NDC expo ended, a colorful sign was placed throughout the Amstel Radler area. The message? "Sold out." Three Additions to the Dos Equis Brand Opulence marked the area dedicated to Dos Equis at NDC. Tall, angelic ladies donning feathered dresses and masks contributed a mys- tery factor to the affair, enticing guests towards the Dos Equis station. There, guests were surrounded by examples of the brand's "Stay Thirsty" mantra, where acrobats were dangling from above, unique tap handles were on display and samples of Dos Equis beer cocktails were abound. The endless photos people posed for next to a mere cardboard figure of the Most Interesting Man was an excellent indicator of the legendary status the Dos Equis brand—and its leading man—has reached. But aside from the affinity that the Most Interesting Man in the World has gained, Dos Equis has hard numbers that confirm the high level of success the brand is producing: In 2013, Dos Equis's lager on-premise volume rose by 21 percent, and as a whole, the brand has seen a whopping average 14 percent yearly growth. But that's not all. In Dos Equis Brand Director Gwen Boyce's own words: "This year, Dos Equis is serving up not one or two, but three new liquid innovations." The first innovation, Dos-A-Rita, a "ready-to-serve lager Margarita," is modeled after the popular Texas bar tradition of tilting a Dos Equis into a frozen Margarita. "Dos-A-Rita is a blend of Dos Equis lager, classic Margarita flavors and pure agave nectar. With a 7.2% ABV, Dos-A-Rita is the first and ready-to-serve lager Margarita on the market that is authentically imported from Mexico," explains Boyce. PHOTO: JASON KINDIG PHOTO: JASON KINDIG New additions to the Strongbow lineup Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider offer a great alternative to beer for today's consumer. Bright and hip, newly-released Amstel Radler will appeal to a summer-loving consumer who buys into the "totally Radler" mentality. TASTING PANEL photographer Jason Kindig poses with The Most Interesting Man in the World, who has become a veritable cultural icon on behalf of Dos Equis. TP0514_034-71.indd 70 4/24/14 11:04 PM