International Spirits Challenge 2012 Rewarding quality, celebrating excellence
ISC November 2012 Front Cover.indd 1
25/10/12 16:58:54
International Spirits Challenge
CONTENTS Editor Lucy Britner +44 (0)7841 644905 lucy.britner@drinksint.com Managing Editor Christian Davis +44 (0)1293 590047 christian.davis@drinksint.com Production Editor Jaq Bayles +44 (0)1293 590048 jaq.bayles@drinksint.com Contributors Hamish Smith +44 (0)1293 590048 hamish.smith@drinksint.com
Positive vibes
Commercial Director Justin Smith +44 (0)1293 590041 justin.smith@drinksint.com
I
Senior Account Manager Carmen Poel Francesch +44 (0)1293 590042 carmen.poel@drinksint.com Senior Account Manager Roger Betriu +44 (0)1293 590043 roger.betriu@drinksint.com Events Manager Sarah Stevens +44 (0)1293 590049 monica.tapias@drinksint.com Events Monica Tapias/Nikayla Langley +44 (0)1293 590050/01293 558131 firstname.surname@drinksint.com Events Account Manager Jo Morley +44 (0)1293 590044 jo.morley@drinksint.com Publisher Russell Dodd +44 (0)1293 590052 russell.dodd@drinksint.com Zurich House, East Park Crawley, West Sussex RH10 6AS United Kingdom Tel: +44 (0)1293 590040 www.drinksint.com
INSIDE IV VII VIII X XII XIV XVI XVIII
NOVEMBER 2012 DRINKSINT.COM
ISC 2012 III Content.indd 27
Special Awards Retailers Scotch and World Whiskies Rum and Brandy Vodka and Gin Tequila and Liqueurs Design & Packaging Marketing
don’t think there has ever been a more exciting time to be in the spirits industry. In October, the Scotch Whisky Association reported a 12% increase in the value of scotch exports, a new gin appears almost every week and the 2012 Liquor Handbook reported that vodka consumption for 2011 was an enormous 66.5m cases in the US alone. Every major spirits company is looking east to gain market share in Asia. Taiwan has become the fourth largest export market for scotch whisky and the cognac houses continue to pour both product and investment into that part of the world. Meanwhile, analysts have predicted that makers of spirits such as baijiu will be looking west. And why not? The west’s an emerging market when it comes to Chinese white spirits. We had a few to taste during this year’s ISC and for a western palate, they proved a challenge. But the same might once have been said about drinks such as tequila outside of Mexico. Who knows what we’ll all be drinking in 10 years’ time? One thing I’ll definitely still be drinking is gin. I was fortunate enough to be on the judging panel for this year and it was a real honour to be in the room with some of the best in the business – including four distillers who between them make some of the biggest gin brands in the world. The range and quality of gins we tasted that day was mind-blowing and I got the feeling that the juniper journey is travelling at full speed – though some tipples led us to question the ‘predominantly juniper’ definition of the great spirit. But that’s something to debate over a gin and tonic. Lucy Britner ISC supplement editor ISC SUPPLEMENT DRINKS INTERNATIONAL III
25/10/12 10:49:33
International Spirits Challenge
SUPREME CHAMPION SPIRIT Hankey Bannister 40 Year Old Blended Scotch
I
nternational Beverage’s Hankey Bannister may not get the column inches of its more famous blended rivals but, as our panel of ISC judges found, in its 40 Year Old guise this is a spirit worthy of headlines. Supreme Champion 2012 is a title not easily earned and Hankey Bannister 40 Year Old’s journey to supremacy was well-fought and deserved.
First it scored highest in its 21 year old-plus blended scotch whisky category, taking gold in the process, then it was voted trophy winner by the panel. In the final test, samples of all the trophy winners were sent to each of the chairmen of the six judging panels to be re-tasted and scored. The 40 Year Old was released in 2007 to commemorate the 250th anniversary of the Hankey Bannister company. Limited to 1917 bottles, the blend is unrepeatable because malt distilleries Glen Flagler and Killyloch and grain distillery Garnheath, once on Inver House’s site in Airdrie, are now closed. Talking to assistant master blender Mark Williamson, it becomes apparent very little is known about the distillates that form the heart of the 40 Year Old. “There’s very little information, no samples – all we have is married together, so we have no idea of the taste profile [of each distillate].” Chairman of judges John Ramsay gave tasting notes including: “Fruit, vanilla, sweet, spicy, nutmeg, waxy and sherry.” Most of the work of Hankey Bannister 40 Year Old master blender Stuart Harvey was done back
in 1967, when stocks were distilled and married in Spanish sherry oak casks, ready for maturation. The whisky was bottled at cask strength of 43.3% and, according to Williamson, it is made from unpeated Speyside, Highlands and Lowlands stocks and the grain to malt ratio is likely to be about 60/40. As a brand, Hankey Bannister is distributed to 53 markets (Ukraine, South Africa and Mozambique, intriguingly are the top three destinations) but for the 40 Year Old more established whisky markets have been the target. “Mature markets will take high-aged blends as collectors like them, so the top markets for the 40 Year Old are the UK, the Far East and eastern Europe,” says marketing director Karen Walker. But here’s the bad news: the last case was shipped from Airdrie last month. Unless it turns up in a specialist whisky shop, or under the tree at Christmas, the 40 Year Old as described here is no more, though Walker says there is another 40 Year Old on its way. Different from the 2007 release, maybe, but according to Harvey, this one is even better. The ISC panel of 2013 will be the judges of that.
DISTILLER OF THE YEAR Suntory
T
his Japanese distiller has got a lot to shout about. Six whiskies from Suntory Liquors won gold medals at the International Spirits Challenge 2012. The winners were blended whiskies Hibiki 21 year old and 17 year old, and single malt whiskies Yamazaki 18 year old, and Hakushu 25 year old, 12 year old, and Sherry Cask 2012. It also won a raft of silver medals and, of course, two trophies for Yamazaki and Hakushu (see pageIX). Suntory first received a gold medal at the ISC in 2003 for its Yamazaki 12 year old and since then the distillery has received medals every year. The company sees this as a “meaningful testament to the ever-rising evaluation of its whiskies’ high quality”. The Yamazaki distillery is often referred to as the birthplace of Japanese whisky, being Japan’s first and oldest distillery, established in 1923 by Suntory founder Shinjiro Torii. Torii was inspired by traditional scotch whisky and he envisioned a “Japanese approach” by choosing terrain and climate completely different to those of Scotland.
The distillery and its ageing warehouses sit where three rivers meet, creating a damp atmosphere that lends itself to ageing casks. Suntory built its second distillery, Hakushu, in
1973. Built amid the forests of Kaikomagatake mountain in the Japanese Southern Alps, the Hakushu distillery is said to be one of the highest in the world.
IV DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 IV-V Special Awards.indd 4
24/10/12 12:43:46
OUTSTANDING CONTRIBUTION Patrick Ricard
P
atrick Ricard always came across as a quintessential Frenchman: urbane, suave, handsome and exuding confidence, sophistication and power. His father, Paul, was known to be a larger-thanlife character, a great entrepreneur who detested the power and interference of the state. He merged Ricard with major pastis rival Pernod in 1968. Patrick, by contrast, was a more modest, quiet man, starting with the company at the age of 22. Yet he was far from being in his father’s shadow. Shortly after becoming chairman and managing director at 33, he started to transform the company. He bought Campbell Distillers, Austin Nichols, owner of the Wild Turkey bourbon brand, Ramazzotti in Italy, Irish Distillers and Orlando Wyndham, owner of Australian global wine brand Jacob’s Creek. If that was not enough, he followed it by joining Diageo in carving up Canadian drinks giant Seagram in 2000, then carried out a similar operation on Allied Domecq, but this time as the lead body.
From a Francocentric company primarily selling pastis drinks, Patrick Ricard had made Pernod Ricard a truly multinational drinks company with international brands such as Chivas Regal, Ballantine’s, Jameson, Martell, Mumm and Perrier-
Jouët, to name but a few. With something like 18,000 employees and 15 distilleries in Scotland alone, the company went from 17% of its group turnover being outside France to approximately 90%. The company has gone on to purchase the Swedish brand Absolut, giving it a global premium vodka brand. In the past few years it has announced significant investments in distilling, both in Scotland and Ireland. The Glenlivet distillery has doubled capacity after a £10 million investment and the Midleton distillery near Cork has also doubled capacity as the flagship Jameson brand continues to make significant inroads in the key US market. Looking for someone who has made a huge, significant contribution to the global spirits industry, it is impossible to ignore Patrick Ricard. His sudden, untimely death was a terrible shock. To anyone who knew or who had met Patrick, it was a moment of huge sadness. It is a desperate shame he was not able to receive this award in person.
EXCELLENCE IN CRAFTSMANSHIP Havana Club International
T
his award celebrates the success of a distillery, rather than a whole company. It is calculated by using the total number of spirits entered from the distillery versus how many medals it gains in the competition. This year, Havana Club picked up one trophy for its Havana Club Anejo 15 Anos, golds for the Anejo 15 Anos and Seleccion de Maestros and one bronze for Havana Club Anejo 7 Anos. Havana Club is currently produced at two Cuban distilleries. The distillery in Santa Cruz del Norte produces white rums, including Havana Club 3 Year Old. Opened by Havana Club in 2007, the distillery of San José de las Lajas specialises in dark aged rums, producing all dark rums in the Havana Club range, including key expressions such as Havana Club Especial, 7 Year Old, 15 Year Old, Selección de Maestros and Máximo Extra Añejo. The distillery of San José de las Lajas is one of the world’s largest for aged rums. It has six ageing warehouses and employs more than 200 people. It is the size of 35 football fields and the site occupies NOVEMBER 2012 DRINKSINT.COM
ISC 2012 IV-V Special Awards.indd 5
The distillery of San José de las Lajas
17ha. Havana Club International communications director François Renié said there are “high possibilities” of building an extension. Havana Club has a team of five maestros roneros
working under the supervision of Don José Navarro, primer maestro ronero. The maestros roneros are trained for at least 15 years before being appointed. ISC SUPPLEMENT DRINKS INTERNATIONAL V
24/10/12 12:47:18
International Spirits Challenge
RETAILERS International Multiple Spirits Retailer
Duty Free Dubai Ports The DFDP company originated as a mobile offshoot of Dubai Ports Authority, the precursor to DP World, in 1985. It was initially known as the Mobile Duty Free Shop, because it was literally a mobile shop, driven around the port. The name changed to Duty Free Dubai Ports (DFDP) in 2001, and the company was bought by MMI in 2004. Today, DFDP operates seven retail shops in Dubai, UAE, including two mobile shops and a US Navy base outlet, as well as a new store at Quay 6 in Jebel Ali port. Chris Riley, DFDP business manager, Maritime & Mercantile International, Dubai, UAE, says the company is interested in expanding. “DFDP has an established and solid foundation in
Jebel Ali and, with the backing of our shareholders, we are always looking for opportunities to explore any relevant expansion options, and realistically these are more likely to be within the Middle East and North Africa region.” When it comes to selling spirits, Riley says understanding the customer plays a big part in the success: “DFDP has a deep understanding of our customers and their diverse cultures and preferences, and we are able to cater for a wide range of nationalities. At the heart of this ability is a passionate, knowledgeable and dedicated sales team, with the active support from brand owners. “2011 was a record-breaking year for DFDP in terms of sales revenues.”
UK Multiple Spirits Retailer
Waitrose
UK Independent Spirits Retailer
Gerry’s Wines & Spirits If you can’t find what you’re looking for, there’s always a solution in Gerry’s. The Soho, London, shop prides itself on being the bringer of all brandies, the reaper of rums and the liberator of all liqueurs. The shop usually has around six bottles open on any one day, so you can go in and try before you buy. Fridays and Saturdays feature special tastings and Facebook is usually the best way to get a sneak peek at who’s going to be pouring the drinks at Gerry’s. Recent appearances include porn star Ron Jeremy with his Ron de Jeremy rum, King Cocktail Dale DeGroff and his Pimento bitters and you may even have seen global rum ambassador Ian Burrell behind the counter selling anything – as long as it was rum. The off-licence claims to have been the first to bring Brazilian cachaça, Peruvian pisco and Czech absinthe to the UK. Today, its online service boasts over 150 vodkas alone. A second brand of Gerry’s Wine & Spirits opened in Leeds in 2010.
The only way to survive in today’s retail environment is not only to give customers what they want, but to come up with things they didn’t even know they wanted. In a word: innovate. And it’s staying ahead of the game that has won Waitrose this accolade again, for the fourth consecutive year. A month after announcing a profits leap, the supermarket revealed that it was relaunching its own-label beers, wines and spirits range. Pierpaolo Petrassi MW, head of BWS, said: “Our aim is for every new drink created under the Waitrose label to be a yardstick of quality and value for money for the drinks industry.” The new range includes Waitrose Premium London Dry Gin 70cl (£14), Waitrose Three Year Old French Brandy 70cl (£11) and Waitrose Cognac VSOP 70cl (£22). NOVEMBER 2012 DRINKSINT.COM
ISC 2012 VII Retailers.indd 31
ISC SUPPLEMENT DRINKS INTERNATIONAL VII
24/10/12 12:42:43
International Spirits Challenge
The Balvenie Tun 1401 Batch 2 William Grant & Sons
Hankey Bannister 40 Year Old International Beverage
Scotch
Tasting note Waxy, soft wood, ripe fruits, orange peel.
Gold and Best in Category
Tasting note Fruity, vanilla, sweet, spicy, nutmeg, waxy, sherried.
Gold
BLENDED WHISKY
SINGLE MALTS & GRAINS
Dalmore Ceti 30 Year Old Single Highland Malt,
Hankey Bannister 40 Year Old Blended Scotch
Aberlour 12 Year Old Non Chill Filtered, Chivas Brothers
Whyte & Mackay
Whisky, International Beverage
Ardbeg Alligator, LVMH/Glenmorangie
Dalmore Constellation Collection Vintage 1992
Kingdom 30, Hiscot
Dalmore Constellation Collection Vintage 1969
Single Highland Malt, Whyte & Mackay
John Barr Finest, United Spirits/Whyte & Mackay
Single Highland Malt, Whyte & Mackay
Glenmorangie Nectar D’Or, LVMH/Glenmorangie
Johnnie Walker Double Black, Diageo
Glenfiddich 12 Year Old, William Grant & Sons
The Balvenie Signature, William Grant & Sons
Upper Ten Final Cask 12 Year Old, Arcus
Glenfiddich Age of Discovery Bourbon Cask Finish,
The Balvenie Thirty, William Grant & Sons
Single Malts & Grains
William Grant & Sons
The Glenlivet 18 Year Old, Chivas Brothers
Aberlour a’Bunadh, Chivas Brothers
Glenfiddich Maltmaster, William Grant & Sons
The Glenlivet Guardians Single Cask, Chivas Brothers
Aberlour 16 Year Old Double Cask Matured, Chivas
Longmorn 16 Years Old, Chivas Brothers
Highland Park Thor, Edrington
Brothers
The Glenlivet 12 Year Old, Chivas Brothers
BLENDED WHISKY
Ardbeg Alligator, LVMH/Glenmorangie
Aberlour 16 Year Old Double Cask Matured, Chivas
30 Year Old Whyte & Mackay Blended Scotch
Dalmore Aurora 45 Year Old Single Highland Malt,
Brothers
Whisky, Whyte & Mackay
United Spirits/Whyte & Mackay
Aberlour a’Bunadh, Chivas Brothers
Ballantine’s 30 Year Old, Chivas Brothers
The Balvenie Tun 1401 Batch 2, William Grant & Sons
Dalmore Astrum 40 Year Old Single Highland Malt,
Johnnie Walker Platinum Label, Diageo
The Balvenie Signature, William Grant & Sons
Whyte & Mackay
Black Bull 40 Year Old Batch 3, Duncan Taylor
Thor Highland Park, Edrington
Dalmore Aurora 45 Year Old Single Highland Malt,
Scotch Whisky
Whyte & Mackay
Cutty Sark Tam O’Shanter, Edrington
VIII DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 VIII-XI Scotch-WoW-rum-brandy.indd 4
24/10/12 12:34:33
The Hakushu Single Malt Whisky Aged 25 Years, Suntory Liquors
The Yamazaki Single Malt Aged 18 Years, Suntory Liquors
Whiskies of the World
Tasting note Waxy, tar-like, ashy.
Gold and Best in Category
Tasting note Rich, complex, vibrant, dried fruits, resinous.
Gold
Millstone 100 Rye Whisky, Zuidam Distillers
AMERICAN/CANADIAN
JAPANESE
Woodford Reserve Double Oaked, Brown-Forman
Old Forester 86 Proof, Brown-Forman
Hibiki Japanese Blended Whisky aged 17 years,
Tullamore Dew 12 Year Old Special Reserve, William
Old Forester Signature, Brown-Forman
Suntory Liquors
Grant & Sons
Woodford Reserve, Brown-Forman
Single Malt Yoichi 20 Year Old, Nikka Whisky (Asahi
Midleton Very Rare 2011, Irish Distillers
IRISH
Breweries)
Powers John’s Lane Release, Irish Distillers
Jameson 18 Year Old Limited Release, Irish
Taketsuru 21 Year Old, Nikka Whisky (Asahi
Nikka From the Barrel, Nikka Whisky (Asahi
Distillers
Breweries)
Breweries)
Jameson Irish Whiskey, Irish Distillers
The Hakushu Single Malt Whisky Sherry Cask,
Tsuru 17 Years Old, Nikka Whisky (Asahi Breweries)
Midleton Barry Crockett Legacy, Irish Distillers
Suntory Liquors
Hibiki Japanese Blended Whisky Aged 21 Years, Suntory Liquors The Yamazaki Single Malt Whisky Aged 18 Years, Suntory Liquors Hakushu Single Malt Whisky Aged 12 Years, Suntory Liquors The Hakushu Single Malt Whisky Aged 25 Years, Suntory Liquors
NOVEMBER 2012 DRINKSINT.COM
ISC 2012 VIII-XI Scotch-WoW-rum-brandy.indd 5
ISC SUPPLEMENT DRINKS INTERNATIONAL IX
24/10/12 12:35:31
International Spirits Challenge
Mount Gay 1703 Old Cask Selection Mount Gay Distilleries
Havana Club Anejo 15 Anos Havana Club International
Rum
Tasting note Chocolate, some dry wood, tobacco. Good rum. Oak/varnish notes in the background. Fruit, oak, vanilla. Great structure and flavour profile.
Gold and Best in Category Woods 100 Year Old Navy Rum, William Grant & Sons Tasting note Real rum. Classic navy type. Caramel: not too much. Alcohol is well integrated. Burnt nose. Sweet, fruity notes. Strong. Reduced: caramel, chocolate, spice, licorice. Burnt caramel after taste, good depth of rum. Well integrated alcohol. Rich, textured, deep flavour.
Tasting note Some sharpness, fusely additions. Slight whisky aroma. Fruit, oak, balance tropical fruit, touch of spice. Rich, complex, high esters. Long, luscious finish.
Gold Havana Club Anejo 15 Anos, Havana Club International Havana Club Seleccion de Maestros, Havana Club International Mount Gay Rum 1703 Old Cask Selection, Mount Gay Distlleries Puntacana Tesoro, Oliver Y Oliver Rhum Vieux Carafe XO 45, Distillerie Neisson
X DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 VIII-XI Scotch-WoW-rum-brandy.indd 6
24/10/12 12:37:54
ABK6 Cognac Extra SNC du Maine Drilhon
Van Ryn’s 12 Year Old Distillers Reserve Distell
Brandy & Cognac
Tasting note Powerful but well balanced. Apricot, dry fruits. Judicious use of wood. Reasonably integrated. Bitterness on palate. Complex.
Tasting note Rich, complex, vibrant, dried fruits, resinous.
Gold and Best in Category OTHER BRANDIES Van Ryn’s 12 Year Old Distiller’s Reserve, Distell Richelieu Export, Distell Tasting note Well balanced, had volume and length; vibrant fruit, peaches, apricot, grapefruit. Honeyed character. Clean, upfront. Wood prominent but well integrated. Klipdrift Gold, Distell Tasting note Good volume in the mouth (fat). Good aromas of candied fruit with good wood. Fruity nose, clean, good. Full bodied. Nose is light, delicate, fruity. NOVEMBER 2012 DRINKSINT.COM
ISC 2012 VIII-XI Scotch-WoW-rum-brandy.indd 7
COGNAC, ARMAGNAC, CALVADOS ABK6 Cognac Extra, SNC du Maine Drilhon ABK6 Cognac XO Family Reserve, SNC du Maine Drilhon Tasting note Herbacious, tea, spicy. Well integrated, some candied fruit. Some resin, good rancio, holds up quite well. A lot of flavours (wood/candied fruit). Well integrated, some candied fruit and citrus. Good nose, vanilla, fruity. Elegant and delicate. ISC SUPPLEMENT DRINKS INTERNATIONAL XI
24/10/12 12:40:23
International Spirits Challenge Putinoff Premium Vodka Lidl
Heaven Soft Vodka LTD Arline
Vodka Toffee Vodka Marks & Spencer
Tasting note Displays individuality, smooth with full body, soft taste with no harshness.
Gold Svensk Vodka, Svensk Export Vodka London Vodka, London Alcohol Company Knyaz Rurik Zolotaya, Rusimport U’Luvka Vodka, The Brand Distillery Longshore Vodka, Adnams Putinoff Premium Vodka, Lidl Heaven Soft Vodka, LTD Arline Marks & Spencer’s Toffee Vodka, Marks & Spencer
Tasting note Great toffee flavour, very smooth, pleasant sweetness, well-balanced alcohol.
Tasting note Good texture and body, nice sweetness on the finish.
Silver Vikingfjord Vodka, Arcus Finlandia Vodka, Brown-Forman Kalinka Gzhel, Russian Spirit Group Veris, Winery Exchange Skyy, Campari America Mongol Vodka, Arvain Undes Chinggis Khan, APU Mamont Vodka, Marussia Beverages Belvedere Vodka, Moët Hennessy Belvedere Unfiltered, Moët Hennessy Kremlin Award, Luding-Trade Svetlaya Golova Premium, Rusimport Skyy Infusion Citrus, Campari America Finlandia Grapefruit Flavoured Vodka, BrownForman
XII DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 XIV-XV Vodka-Gin.indd 38
25/10/12 11:35:00
No.3 Gin Berry Bros & Rudd
Beefeater London Dry Gin 47% Chivas Brothers
Gin
Tasting note Orange on the nose and coriander spice on the palate, with a core of juniper. Clean, bright and well-balanced.
Gold Tanqueray Export Strength, Diageo Zuidam Dutch Courage Dry Gin, Zuidam Destilleries Pink 47, Old St Andrews Bombay Sapphire East, Bacardi No.3 Gin, Berry Bros & Rudd Beefeater London Dry Gin 47%, Chivas Brothers
NOVEMBER 2012 DRINKSINT.COM
ISC 2012 XIV-XV Vodka-Gin.indd 39
Tasting note Clean, strong, traditional nose. Earthy, woody characters. Holds its character on dilution. Alcohol well integrated.
Silver Tann’s Gin, Destilerias Campeny Tanqueray No. Ten, Diageo Hendrick’s Gin, William Grant & Sons Isfjord Premium Arctic Gin, Spirits of Greenland Filliers Dry Gin 28, Filliers Graanstokerij Oxley, Bacardi The London No 1, Gonzalez Byass Star Gin, Arcus Oliver Cromwell London Dry Gin, Aldi Beefeater London Dry Gin 40%, Chivas Brothers Hammer Gin, Arcus Berkeley Square, G&J Greenall Zuidam Genever 3 Year Old, Zuidam Destilleries Bols Barrel Aged Genever, Lucas Bols
ISC SUPPLEMENT DRINKS INTERNATIONAL XIII
25/10/12 11:56:54
International Spirits Challenge
Milagro Silver William Grant & Sons
Milagro Reposado William Grant & Sons
Tequila
Tasting note Waxy, soft wood, ripe fruits, orange peel
Tasting note Fruity, vanilla, sweet, spicy, nutmeg, waxy, sherried.
(No golds or trophies were awarded in the Tequila category)
Silver and Best in Category Milagro Silver, William Grant & Sons Milagro Reposado, William Grant & Sons
Silver Gran Amigo, Winery Exchange Campo Azul Añejo, Productos Finos de Agave Milagro Añejo, William Grant & Sons Milagro Select Barrel Añejo, William Grant & Sons Hacienda de Chihuahua, Marussia Beverages
XIV DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 XVI-XVII liqueurs-tequila.indd 40
24/10/12 12:30:21
Supercassis Pages Vedrenne
Liqueurs & Specialities
Merlet Creme de Cassis Distillerie Merlet & Fils
Campari Gruppo Campari
Tasting note Terrific balance, nice flavour and good balance between sweetness and acidity.
Gold Supercassis, Pages Vedrenne Merlet Creme de Cassis, Distillerie Merlet & Fils Gabriel Boudier Creme de Cassis, Emporia Brands Campari from Cellar Trends, Gruppo Campari Drambuie, The Drambuie Liqueur Company
NOVEMBER 2012 DRINKSINT.COM
ISC 2012 XVI-XVII liqueurs-tequila.indd 41
Tasting note Bitter Orange. Fresh, pleasant bitterness. Palate cleansing. Revitalising, bitter herbs.
Tasting note The perfect Cassis. Concentrated, mouth filling and unctuous. A special nose.
Silver Cocchi Vermouth di Torino, Giulio Cocchi Spumanti Marks & Spencer’s Pink Grapefruit Liqueur, Marks & Spencer Joseph Cartron Grapefruit, J Cartron Gabriel Boudier Tesco Finest Triple Sec, Emporia Brands Solerno, William Grant & Sons Gabriel Boudier Liqueur de Pommes, Emporia Brands Creme De Cassis Bio, Pages Vedrenne Joseph Cartron Cassis, J Cartron Merlet Crème de Mure, Distillerie Merlet & Fils Drambuie 15 Year Old, The Drambuie Liqueur Company Eine Kleine Nachtmuzik, Distell Ponchos 1910 Tequila Coffee Liqueur, Thirsty Now Beverages
Taste the Difference Elderflower Liqueur, Sainsbury’s Marks & Spencer’s Rose Liqueur, Marks & Spencer Gabriel Boudier Darjeeling Tea Liqueur, Emporia Brands Hilaritas, H Reimers Liqueur Kuber-Maister, Thirsty Now Beverages Mentzendorff Kummel, Mentznedorff & Co Chartreuse – Yellow, John E Fells & Sons Chartreuse – Green, John E Fells & Sons Verveine Du Velay Extra, Pages Vedrenne Pacharan Basarana Etiqueta Negra, Hijos de Pablo Esparza, Bodegas Navarras Anis Las Cadenas, Hijos de Pablo Esparza, Bodegas Navarras
ISC SUPPLEMENT DRINKS INTERNATIONAL XV
25/10/12 12:04:32
International Spirits Challenge
Thor Edrington
John Walker & Sons Odyssey Diageo
Design & Pac
Double Trophy Winner Most Innovative Pack Format and Best New Design
Best New Design
Gold John Walker & Sons Odyssey, Diageo (New) Thor, Edrington (New) Johnnie Walker Black Label Limited Edition by Jasper Goodall, Diageo (New) Marks & Spencer’s London Dry Gin, Marks & Spencer (New) The Last Vatted Malt, Stranger & Stranger (New) Plymouth Gin, Chivas Brothers (Repackaged) Highland Park 50 Year Old, Edrington (Established)
XVI DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 XVIII design.indd 42
25/10/12 12:08:47
Ron Manacas Sanchez Romate Hnos
Johnnie Walker Black Label Limited Edition by Jasper Goodall Diageo
& Packaging
Best Design & Packaging for the On-trade
Best Design & Packaging for Travel Retail
Silver Glen Grant 60 Years Old Diamond Jubilee, Gordon & MacPhail (New) Baileys Limited Edition by Stephen Webster, Diageo (New) Brugal 1888, Edrington (New) Blackwell Black Gold Rum, Well Black (New) The Swedish Whisky, Mackmyra Svensk Whisky (New) Ron Manacas, Sanchez Romate Hnos (New) Compass Box Signature Range, Stranger & Stranger (New) Davna Czeri, Stranger & Stranger (New) Great King Street, Stranger & Stranger (New) Viche Pitia Caraway, Maison de la Vodka (New) Ambhar Tequila Blanco, Tequila Ambhar (Established) Green Spot, Irish Distillers (Established) NOVEMBER 2012 DRINKSINT.COM
ISC 2012 XVIII design.indd 43
Centinela, Stranger & Stranger (Established) Johnnie Walker Blue Label, Diageo (Repackaged)
ISC SUPPLEMENT DRINKS INTERNATIONAL XVII
25/10/12 12:09:46
International Spirits Challenge
MARKETING Best Digital & Social Media Marketing Campaign
Bombay Sapphire & Tribeca Film Festival Digital Activation
Best Integrated Campaign
Istanbul Blue Night This campaign was part of a strategy to relaunch the brand to gain a stronger market position, a larger market share and a larger number of consumers. The Istanblue brand was purchased by Mey Icki at the end of 2010 and the aim of the game was to create a new position for the vodka. TV advertising for alcohol is not allowed in Turkey so Istanblue had to get creative with other forms of communication. This included print and movie ads as well as an internet video. The company also created an event brand for the vodka: Istanbul Blue Night. The name of the event is evocative of the brand and the event itself was a night festival in Istanbul. According to Mey Icki, alcohol advertising cannot be communicated outdoors in Turkey, so the creation of an event brand proved to be a useful way of encouraging brand recall.
Marketing Awards Overall Winner & Best Experiential Campaign The brand’s strategy hinges on a strong, centralised positioning within arts, where young drinkers are heavily involved and influenced. The brand’s plan calls for increasing occasions around art and cultural events to win the hearts and minds of both drinkers and key accounts in major markets. Overthinking worked with Bombay Sapphire to launch a platform designed to “entrench the brand in the indie film world”. To get things started, the brand wanted to make a big splash at The 2012 Tribeca Film Festival to get the attention of the indie film audience. Overthinking developed a digital, social and on-premise plan to earn the brand a film-centric audience and set a foundation for future brand activities in film. This digital activation included the Tribeca Film Festival Interactive Map. This featured showtimes, locations and social feeds. The company secured a festival badge from Foursquare, which was redeemable for specials on Bombay Sapphire gin cocktails at selected accounts. The map displayed locations where the special cocktails were available. The campaign also featured a pre-roll that played prior to every Tribeca Film Festival screening in rotation with other sponsor messages. The preroll explained the gin’s activity with the festival and how consumers could participate. Overthinking built a Facebook tab for Bombay Sapphire to house all of the Tribeca Film Festival Activity. The top giveaway was a chance to win two tickets to the Tribeca Film Festival Closing Night Film and after-party of The Avengers. Judges praised the interaction on Facebook and felt the campaign could be developed nationally.
Bombay Sapphire – Artisan Series The Bombay Sapphire Artisan Series gives emerging artists a national platform from which to exhibit and sell their work to the world. The experiential campaign is in its third year and focuses on video teasers, digital entries, consumer votes, a philanthropic partnership with Russell & Danny Simmons’ Rush Arts Foundation, on-site consumer experiences in 10 markets and a finale event hosted during one of the art world’s largest events – Art Basel Miami. The programme benefits the brand through national exposure, while the focus is on the artists who benefit via several ‘consumer touchpoints’ including online, local art events. Local market winners are flown to Art Basel Miami, where they have the opportunity to exhibit and
sell their work. And all the while, Bombay Sapphire aligns itself with the project, thus enhancing the premium image of the brand. The company has seen a growth in the number of participating markets, a rise in media impressions, social media awareness and also an increase in the overall awareness of the brand. Judges felt Bombay Sapphire had created something entirely new.
XVIII DRINKS INTERNATIONAL ISC SUPPLEMENT
ISC 2012 XVIII Marketing.indd 31
25/10/12 10:00:54