Issue link: https://digital.copcomm.com/i/97133
Kahl��a Midnight is a 70-proof match-up of rum and black coffee, preferably served chilled. Given coffee���s general appeal to young adults, Sanders predicts the new product will be a sure-ire crowd pleaser. Even with that, however, she believes creative bartenders will appreciate Kahl��a Midnight���s versatility, as it is easy to serve straight but can also be integrated into new mixed shots and cocktails, or garnished with something statement making like a fresh orange slice. Even with Kahl��a Midnight poised to generate a real buzz, Sanders assures fans that the original 40-proof version of Kahl��a is not going anywhere. For years, mixologists and customers alike have embraced the original���s rich coffee lavor in a variety of cocktail recipes, ranging from standards such as White Russians and Mudslides to unexpected cocktails like the Kahl��a Root Beer Float or Arroz Con Leche Martini. ���Kahl��a Midnight is perfect for celebrations such as birthdays, anniversaries and holidays, which start at the stroke of midnight,��� Sanders remarks.�� ���For this reason, one unique way we are promoting Kahl��a Midnight is to encourage bartenders and consumers to raise a toast with it at the exact moment the clock strikes 12 and a special celebration starts. We are kicking off the launch with an over-the-top consumer party on 12/12/12, with a host of high-energy entertainment throughout the night and a special surprise hitting the stage at midnight! We also want our customers to not forget that New Year���s Eve is, of course, the father of all midnight celebrations. Naturally, Kahl��a Midnight will be the center of attention at parties around the country.��� Midnight���s launch will be supported by sampling and substantial investment in above- and below-theline communications, with a focus on digital���which is where the consumer target is frequently engaged. Sanders predicts the brand���s roll-out will also be aided by fans who evangelize the spirit through social media outlets. ���Kahl��a Midnight is poised to recruit the next generation of Kahl��a fanatics,��� Sanders afirms. The introduction of Kahl��a Midnight signals a serious commitment to meet real consumer needs and evolve with the times. And we think the launch of the new product will also beneit the classic liqueur. We are presenting the spirit to 21- to 25-year-olds in particular to meet demand for high-proof spirits suited for delicious, straight shots. And we also believe coffee connoisseurs across a broader age range will enjoy Kahl��a Midnight because it has a taste with deeper coffee notes that has a drier palate. While a good cup of coffee is often described to be good until the last drop, Kahl��a Midnight is being groomed as something where a shot almost any time of night will open eyes and raise spirits. The Cinderella ��� 1 part Kahl��a Midnight ��� 1 part ABSOLUT ��� 1 part Cherry Heering Liqueur ��� Add ingredients to a cocktail shaker. Add ice and shake vigorously. Finish by dropping in a Maraschino cherry. OPTIONAL: Line rim with pixy stick sugar. Midnight Birthday Party ��� 1 part Kahl��a Midnight ��� 1 part whipped cream vodka ��� Whipped cream and sprinkles ��� Shake vodka and Kahl��a Midnight together with ice and strain into shot glass. Top with whipped cream and sprinkles. Happy birthday! Coffeecake Martini ��� 1 part Kahl��a Midnight ��� �� part ABSOLUT Vanilia ��� �� part whipped cream vodka ��� �� part half & half ��� Add ingredients to a cocktail shaker. Add ice and shake vigorously. Strain into a cocktail glass. Top with dollop of whipped cream and cinnamon. Kahl��a Midnight, from Pernod Ricard USA, retails at a suggested price of $23.99 for a 750 ml. bottle. december 2012 / the tasting panel / 75