The Tasting Panel magazine

JUNE 2011

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Page 68 of 132

LAUNCH PAD LegendaryLaunch S SOMETIMES A PRODUCT IS SO OUT-OF-THIS-WORLD THAT ONLY A VEGAS NIGHTCLUB CAN LAUNCH IT: ENTER THE DRAGON (FRUIT) by E.C. Gladstone / photos by Beverly Poppe kyy Spirits took their new All Natural SKYY Infusions Dragon Fruit to PURE nightclub at Caesars Palace in April, transforming the multi- level dance spot into a lush Asian rainfor- est, with Hollywood’s Selita Ebanks and Olivia Munn hosting. “This is a crowd that is exposed to hun- dreds of brands a year,” Maura McGinn, Group Brand Director, Skyy Spirits tells THE TASTING PANEL. “So to see such an amazing response to the introduction of SKYY Infusions Dragon Fruit is really satisfying. Our Las Vegas event was the culmination of a lot of hard work and consumer research. When you look out on a very high-energy club packed with 2,000 people enjoying your product, it makes all your hard work worth the effort.” McGinn notes that between its health- ful “superfruit” properties—even more anti-oxidant properties than pomegranate or açaí—and familiarity to Asian and Latino consumers, dragon fruit is quickly becoming the new “it” fruit. “It's on the cusp of being the next hot trend.” Wet Republic model/cocktail server Claudia Morales is pictured with the Dragon Fruit Spritzer: fresh fruity and tart with a little froth—cooling and not overly sweet. 68 / the tasting panel / june 201 1

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