Issue link: https://digital.copcomm.com/i/5037
1 / the tasting panel / december 2009 The Message Shot Circuit I n 1983, the Nolet family introduced Ketel One, a vodka that hails from Schiedam, Holland, the Nolets' original home. While Ketel One continues to gain market share amidst a flood of incoming vodka brands and alongside other internationally recognized spirits, Nolet Spirits U.S.A. is launching its first new consumer brand in 26 years. Aiming for the shot-drink category and targeting the 21–30 year old drinker, HARLEM Kruiden Liqueur blends herbs (kruiden is Dutch for herbs) and spices with a hint of mandarin. "We spoke to shot drinkers across the country and discovered that HARLEM has broad appeal," explained Carl Nolet, Jr., Executive VP for Nolet Spirits U.S.A. Nolet, Jr. , who is the 11th generation in the family business, and company President & CEO Bill Eldien, tasted us on this new brand the week of its roll-out last month. In the works for decades by the Nolet family, the 80-proof brand's name is anglicized, paying homage to Haarlem, just outside of Amsterdam , the birthplace of Nolet's grandmother. (Ketel One was also anglicized; the Dutch spelling is Ketel Een.) "It should be served ice cold," insists Eldien, who poured the dense, dark liquid into a shot glass. Although it would certainly be a pleasurable shot—the warm and mellow citrus and jasmine tea notes are soothing and not harsh—this writer was delighted to savor and sip. See our review on page 33. —Meridith May Available through the Diageo North American Distributor Network C M Y CM MY CY CMY K Nolet Spirits U.S.A.'s Carl Nolet, Jr., Executive VP, and Bill El- dien, President & CEO, introduce HARLEM Kruiden Liqueur. Woods, The Goose, Crowe and some Love G rey Goose vodka was the spirits sponsor for the 5th annual Block Party benefiting the Tiger Woods Learning Center held at The Grove in Ana- heim, CA. The event netted over $500,000 for the state-of-the-art facility for underprivileged youth. The sold-out crowd of 700 enjoyed GG's sig- nature cocktail, Le Citron Caipiroska, during the reception. Urban Western Chef Tim Love provided the fare, and Sheryl Crow entertained the crowd. Previous chefs involved in the Block Party include Mario Batali, Giada De Laurentiis, Bobby Flay and Charlie Palmer. Chef Tim Love with Tiger Woods. Good Karma W hen we taste a new tequila, we often ask, "What makes this different?" With Karma tequila, the name is first on that list. "It's not Mexican, it's uni- versal," explains co-founder Gary Eisenberger. "Karma is the same word in many languages." Other features for this silver tequila are its blend of double- and triple-distilled spirit and the use of 100% natural well water, drawn from a depth of 30 feet in the Highlands of Jalisco. "We only use 24 percent or higher sugar content agave," adds Eisenberger, pointing out that Karma is a small batch production brand. But it all comes back . . . to the name. "Karma signifies giving back and doing good," Eisen- berger notes. With his business partner Devon Semler, Karma has been part of fund raisers for Cystic Fibrosis and Make-a-Wish, as well as smaller groups such as Kid's Courage, the Karma founders' personal mission to pay medical bills for critically ill children, and Project Cuddle, which helps to save abandoned infants. With this kind of Karma, we're expecting success. —M.M. Gary Eisenberger, co- founder of Karma tequila, sips the silver at Senior Fred in Sherman Oaks, CA.