The Tasting Panel magazine

December 2011

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Did You Hear the One . . . I story and photos by John Curley Bruce Herman, President of Independent Distillers, whose Twisted Shotz are a surprise hit, selling 100,000 cases in ten months in the U.S. Twisted Shotz come in an elegantly curved plastic shot glass, with a flavor on each side. t's always been fun to ask your date if they'd like to have Sex on the Beach. Or sidle up to your hot mixologist for a Buttery Nipple. It's even more fun when one party involved is a Porn Star. You might have gotten a laugh at the bar when you ordered one of these drinks. But now, the same kind of fun is happening at liquor stores across the country, as shoppers snap up four-packs of Twisted Shotz, the surprise hit from Independent Distillers. Twisted Shotz come in an elegantly curved plastic shot glass that is divided in half, with different flavors on each side. The folks at Independent monitor the marketplace to see what's hot in bars and beverage stores, and then adapt their product accordingly. Ingredient bottles are all over the office of Bruce Herman, president of Independent Distillers. He tastes various combinations as he cre- ates new additions to the Twisted Shotz product line. "I've never had so much fun in the beverage alcohol industry," says mild- mannered Bruce Herman, President of New Zealand–based Independent Distillers. And while he doesn't come off as a wild and crazy guy, there's no doubt that he's letting the good times roll. Herman and his VP of sales, Ray Stoughton, have the tough duty of test- ing out new concoctions for the product line. They launched the enterprise with six flavors, including the suggestive ones mentioned above, plus Rattlesnake (tequila and lime), Strawberry Sundae (strawberry and vanilla) and B-52 (orange cream and coffee liqueur). Their latest creation is Whipped, with an orange cream liqueur on one side and a whipped cream flavor–infused vodka on the other. You peel back the foil lid, tip the drink to your lips and let the flavors mingle in your mouth. It tastes like a Creamsicle—but of course it carries a kick. "It's totally an impulse buy," Herman says, with Twisted Shotz displays set up near cash register at liquor stores. Lately, though, the Shotz have invaded the bar scene, with promotional events meant The Rattlesnake Twisted Shotz: tequila on one side, lime liqueur on the other. to win over both customers and busy bartenders. The Shotz are quick and easy, provide portion and inventory control, and bar owners don't have to stock the dozens of specialty liqueurs that go into making these kinds of drinks. In ten months, Independent has moved 100,000 cases in 28 states, and consumers have downed three million Shotz. Four-packs are priced at $4.99 and $5.99, so it's an easy way to jump-start a party or outdoor get-togethers like tailgate parties. Ironically, when Herman was develop- ing the plan for the company, he believed that the heart of the business was going to be in spirit-based ready-to-drinks, which are big in other parts of the world but have never caught on in the United States. The firm also offers more traditionally sized cans of Woodstock (bourbon and cola) and Devil's Triangle (rum and cola), but the little Twisted Shotz have stolen the show. december 201 1 / the tasting panel / 103 UNIQUE TWISTED SHOTZ GIVE RETAILERS, AND THEIR CUSTOMERS, SOMETHING TO TALK ABOUT

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