The Tasting Panel magazine

Dec 09

Issue link: https://digital.copcomm.com/i/5037

Contents of this Issue

Navigation

Page 44 of 92

44 / the tasting panel / december 2009 44 / the tasting panel / december 2009 W hen Michigan residents Don Rodgers and Jeff DeYoung mixed up a batch of vodka- based, tropical fruit–fl avored liqueur a couple years ago as a just-for-fun project, they had no idea that the home- made recipe would turn into a business proposition. Then they took the concoc- tion to a party, where it got a rave reac- tion from family and friends. They joked about possibly having it bottled and put on store shelves. After a few months of deliberation and research, the duo decided to go forward with the project. Flash forward two years, and Shark- water Tropical Liqueur is a reality. "We talked to Temperance Distilling in 2007," recalls Rodgers, noting that the custom distillery (ironically located in Temperance, Michi- gan) was instrumental in helping develop the product. After spend- ing most of 2008 securing various federal government approvals and perfecting the fl avor to fi t the proof, and after waiting three months for the custom-de- signed bottles to be delivered, Shark- water fi nally broke the surface earlier this year, with the fi rst shipments being delivered in May. Rodgers and DeYoung have already secured distribution in 20 states, as well as in Mexico, and the brand is continuing to grow in popularity. With its ocean-blue color and easy-to-love fl avors of blue rasp- berry, orange, lemon, lime and other fruits, Sharkwater is geared to today's fun-seek- ing drinkers, and the $19.99 SRP puts it in direct competition with rivals in this hot category. The brand's tag line—"Get bit"— accurately describes Sharkwater's instant and infectious appeal. In spite of its beach-sound- ing name, don't think of Sharkwater just as a summer drink. "It's a year-round product," states Rodgers. "It's very versatile, and it will even work in hot drinks." Still, he admits, most people prefer to enjoy the 40-proof liqueur as a shot or in cool refreshers, mixed with lemonade or cranberry juice. The Michigan natives are actively pur- suing tie-ins for their product to enhance brand recognition and drive sales. They just scored big by making Sharkwater an offi cial sponsor of the NHL's San Jose Sharks; the product is available in concession stands at the Sharks' HP Pavilion during home games. Sharkwater also hit a homerun with its tie-in with Minor League Baseball's West Michi- gan Whitecaps. In addition, the brand is being featured in "Hot Mixology" segments on the Fox Business News network. From a party cocktail to national brand, Sharkwater is on a feeding frenzy. By the time you read this, no doubt hundreds more will have gotten bit. www.sharkwatershots.net Sharkwater takes a bite out of the tropical liqueur market The Sharkarita 1 oz. Sharkwater 1 oz. white tequila 4 oz. Margarita mix 8 oz. ice Blend and serve in a Margarita glass. Garnish with a lime wedge. Getting Bit Don Rodgers (left) and Jeff DeYoung created Sharkwater for fun; now it's a business.

Articles in this issue

Links on this page

Archives of this issue

view archives of The Tasting Panel magazine - Dec 09