The Tasting Panel magazine

December 2016

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Page 83 of 124

december 2016  /  the tasting panel  /  83 I n a series of events across California in October, Young's Market Company showcased its growing craft and luxury spirits portfolio. Featuring brand portfolios designed to provide customers with an array of spirit prod- ucts, these tastings were a testament to Young's commitment to celebrating craft spirits. "Our customers are looking for products like these," explained Alessandro Bermudez, Director of Sales for Craft and Luxury Spirits at Young's Market Company in Southern California. "It is very important to us that we're able to offer experiences where customers can explore all of these craft and luxury brands in one place. There is an increasing demand among our customers for a wide range of spirits and categories that they can only get with craft suppliers, and we are proud to offer that to our custom- ers," continued Bermudez. Young's Market Company's show- case is also key for craft spirit suppli- ers, who are able to get the attention they need thanks to the West Coast distributor's craft and luxury spirits division. "By creating the Craft and Luxury Spirits division, we're able to give our supplier partners a hand-sell experience," continues Bermudez. "Young's Market Company is very committed to providing an outlet for these smaller brands to reach the cus- tomers they want to get in front of," concluded Bermudez. "As a company, that's what we're all about. " Paula McClellan, Portfolio Marketing Manager for Momentum Worldwide, which markets the William Grant & Sons portfolio, offers a taste of the Glenfiddich 14, which is finished in ex-bourbon American oak casks. Antoine Nixon, Brand Liaison for Rhum Clément, explained that Rhum Clément is experiencing success as buyers are looking for niche spirits to develop rich cocktail programs. "Rhum is one of those categories that craft spirit bars are looking to expand and bring into their programs and menus," he explained. Industry vets like Dushan Zaric and Joe Brooke bring cre- dence to craft portfolios like The 86 Co., which find a happy home in the Young's Market Company portfolio. Spirits like Fernet-Branca, Carpano Antica and Templeton Rye have become must-haves in every bartender's toolkit. YOUNG'S MARKET COMPANY OF CALIFORNIA CELEBRATES CRAFT SPIRITS

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