The Tasting Panel magazine

October 2011

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Page 30 of 128

DIGITAL MARKETING Pamela Wiznitzer. Mix-Off , Online S TY KU AND THE TASTING PANEL VIRTUALLY TEAM UP IN THE REALM OF SOCIAL MEDIA by Rachel Burkons / photo courtesy of TY KU ince THE TASTING PANEL doesn't deliver under rocks, it shouldn't come as much of a surprise to you that the new world of social media is changing the way we all do business. Smart brands have adapted to this new form of marketing, and we're proud to have partnered with one of the most socially savvy brands out there, TY KU Saké. With nearly 100,000 fans on Facebook and Twitter, TY KU accesses the con- sumer right on their phones and in their homes, and frequently offers interactive initiatives that encourage people to explore the brand's possibilities. With their consumer audience already engaged, the TY KU and TASTING PANEL teams came together recently to activate the mixology base as well, with our fi rst-ever bartender-driven social media initiative. "We feel that social media is becoming more and more prevalent in giving mixologists a voice," explains Adrian Molina, Digital Marketing Manager at TY KU. "Instead of just serving their creation at a bar, mixologists can post their cocktail to the entire world, allowing the casual internet-goer to look at something new they would never see otherwise." After "liking" both TY KU and the TASTING PANEL's Facebook pages, mixolo- gists submitted their unique cocktail creations, and a winner was picked: Pamela Wiznitzer, who works behind the stick at two hot New York accounts, including newly-opened The King in the West Village. "I wanted to show how versatile saké is," explains Wiznitzer of her winning recipe for The Last Resolve, a master- ful mix of sweet and spicy. "The cocktail was pretty amazing," admits Molina, cluing us in on the rationale behind Wiznitzer's win. "The red pepper added a lot, and had this spicy undertone to it that really made it stand out." With World Saké Day on Ocotber 1, TY KU hopes to continue to propel not only their brand, but also the category as a whole, to the next level. "This is the next Cinco de Mayo or St. Paddy's Day!" exclaims Molina, and we're inclined to agree. Set your Facebook statuses now to celebrate! 30 / the tasting panel / october 201 1 THE LAST RESOLVE 1½ oz. TY KU Saké Silver ■ ■ ■ ■ ■ ■ 1 oz. red chai–infused vodka ½ oz. lemon juice ¾ oz. agave nectar 2–3 pieces of pineapple 1 slice of red pepper (cut into 2–3 smaller pieces) ■ Muddle pepper, pineapple and agave nectar, then add TY KU, vodka and lemon before shaking over ice. Strain into a chilled Martini glass and garnish with a slice of pineapple and red pepper. Use a QR scanner to visit the TY KU Facebook page! "Like" them while you're at it, will you? Use a QR scan- ner to visit THE TASTING PANEL's Facebook page! "Like" us while you're at it, will you?

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