Issue link: https://digital.copcomm.com/i/518118
june 2015 / the tasting panel / 83 W alking into the innovative space of The Artisanal Group feels like stepping into a speakeasy. Staves from deconstructed whiskey barrels line the walls, the bar is outfitted with handpicked tools of the trade and the whole joint has a bespoke feel to it. Suddenly, it sinks in that you've actu- ally walked into a classroom in full swing, with Director of Mixology for The Artisanal Group Tricia Carr at the bar, holding court with the newly appointed Artisanal Group sales team. This innovative and thoughtful space is the culmina- tion of months of hard work and research, and is designed to shepherd a hundred or so of the craftiest, most highly allocated brands the spirit world has to offer. "We debuted the space in March and are still settling in," notes Sara Southern, The Artisanal Group's Division Manager. The space, in addition to housing a selection of brands that would make even the most discerning spirits-hound swoon, is home to ten of the company's brightest ambassadors, who were "promoted through the ranks, with hunger and desire to grow and learn. The goal is to create a team that is dynamic and diverse, who will showcase the integrity of our artisanal spirits portfolio," Sara continues. And grow and learn they shall. With the best tools and ingredients at their fingertips for the best hands on training, The Artisanal Group space is an R&D dream come true. "The key focus will be to relate and identify with the craft community through knowledge and education. Merging years of sales acumen and going to market with the distinction of the brands in the artisanal port- folio," defines Ray Ewers, Assistant Division Manager. Leanne Chau, Marketing Director, mirrors his senti- ment, "In today's world, you have to go that extra mile and stay true to the customer's needs and goals. This group is another step in giving the best service possible to our partners." "The true strength of our new division lies in the passion, commitment and accessibility of our suppliers. We meet with the people who make our products; which is as rewarding and comforting as meeting people who grow the food you eat," explains Vincent Mongin, Key Account Specialist for The Artisanal Group. "All of us connected with the Artisanal Group enjoy each and every day helping to bring these remarkable spirits and philosophies to the broader community." High-spirited and armed with the best hands-on education a team could ask for, The Artisanal Group is taking on Southern California—from Paso to the Mexican border. With the initial success and reception of The Artisanal Group in Southern California, there is a plan to launch this spirits phenomenon in Northern California as well. Stay tuned! Sara and Ray developed a flagship team of ten for e new division. NEWLY MINTED SALES FORCE THE ARTISANAL GROUP TAKES ON THE SOUTHERN CALIFORNIA SPIRITS SCENE Tricia Carr, Artisanal Group Director of Mixology and Education; Ray Ewers, Artisanal Group Assistant Division Manager; and Sara Southern, Artisanal Group Division Manager.