The Tasting Panel magazine

December 2012

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Page 74 of 152

Kahl��a���s Magic Hour THE TIMING IS RIGHT FOR NEWLY-LAUNCHED KAHL��A MIDNIGHT, WHICH OFFERS ADVENTUROUS IMBIBERS A BOLD NEW WAY TO EXPERIENCE COFFEE LIQUEUR SHOTS by Elyse Glickman I n the past couple of decades, designer espressos and lattes have lowed from the college crowd into the mainstream. Perhaps because of this phenomenon, the roasted bean���based caffeinated drink is affectionately referred to as ���rocket fuel.��� Speaking of adding ���fuel��� to a very successful brand based on coffee���s multi-sensory appeal, the makers of Kahl��a Rum & Coffee Liqueur (which long predates designer coffee) recently gave the much-loved brand a boost with the launch of Kahl��a Midnight, a 70-proof marriage of rum and black coffee that can stand on its own as a delicious chilled shot or be integrated into a variety of recipes in several unexpected ways. According to Michelle Sanders, Kahl��a���s Director of Marketing, the company developed and launched the product with the hopes that the enduring appeal of the brand in a newer and more intense form would capture the imagination of the youngest, most adventurous group of beverage consumers. She notes people in this early adult demographic often like to keep their shot drinking experiences simple, even with their eagerness to try new things and increasing awareness of other spirits. ���More and more, we���re inding the 21- to 25-year-old Kahl��a consumer enjoying the simplicity of straight, sweet shots,��� Sanders says. ���Kahl��a Midnight was developed to tap into this trend. We don���t expect people in this group to stop ordering classic Kahl��a when they want Espresso Martinis or Black Russians. However, Kahl��a Midnight is something new for their repertoire, that���s fun to share with their friends as the night unfolds.��� 74 / the tasting panel / december 2012

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