6 minute read
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“ON THE ROCKS” WITH ANTHONY MASSOUD, FOUNDER OF GLENBEY
Boasting a journey from the glens of Scotland to the shores of Lebanon, Glenbey Scotch whisky has received much praise from the trade and the public since its launch back in 2021. In just a short time, it has achieved the impressive feat of becoming the first Scottish-Lebanese whisky to be recognized at the World Whiskies Awards. We learn more from the man behind the bottle, Anthony Massoud, CEO of Ets. Antoine Massoud.
What are the unique qualities of Glenbey whisky and how is it able to compete with international brands?
Glenbey BAYRUT is a premium Scotch whisky with a distinctly Lebanese flavor. It is a three-year-old blend that is able to rival local and international competitors due to its malt content, which is significantly higher than other whiskies available in the Lebanese market. The blend is amazingly crafted at Whyte & Mackay in Scotland and then transported to Lebanon where the last four steps of the production process are conducted. Our local partner — Domaine Des Tourelles — has a fundamental input in the final rendering of the product. So, by creating this exceptional blend, we are happy to offer the Lebanese people great whisky at a very reasonable price. You initially launched Glenbey as an affordable, high-quality Scotch whisky. How are you going to build on this market positioning for the new release of the 12-year edition?
Glenbey 12, or G12, is an entirely different ball game. We are entering the territory of 12-year-old whiskies. We intend to approach the 12YO in a more focused way. The whisky is fantastic, and our aim is to forge a strong emotional bond with the Lebanese consumer. G12 is currently being launched using a communication platform called: “Savor the Journey.” The choice of this platform is not random; we want to create a strong analogy between the whisky’s journey, which has been crafted for 12 years, to finally reach the shores of Lebanon, and the journey of most Lebanese people, who blossom abroad, outside of Lebanon, only to come back to their homeland and enjoy their stay. In terms of export, are you eyeing any particular markets for Glenbey?
Having already exported a substantial number of Glenbey bottles to France, we are developing a sustainable Lebanese diasporabased export strategy. We are developing a very sustainable export strategy to follow Lebanese people wherever they are in the world and reach out to a wider foreign audience who are willing to try our whisky. Not only that, we strongly believe that the Glenbey brand, with all its components, has enough credentials to become a homegrown concept with international reach. Therefore, it is not a brand meant to be consumed by Lebanese only; rather, it is a Lebanese brand to be enjoyed by whisky lovers around the world. instagram.com/glenbeywhisky
A “SENSO”TIONAL COFFEE EXPERIENCE WITH JOSEPH SAADE
Joseph Saade, managing director of MTM Trading Sarl, has a strong relationship with coffee. It all began in 2002, when he ranked 10th at the World Barista Championship in Norway. With a passion for coffee, ambitious mindset and a positive attitude to match, Saade tells us about his latest project coffee and what it’s bringing to the market.
What can you tell us about SENSO?
With a focus on connoisseurship and a plan to thrive, we are a dynamic team that works hard to create a range of high-quality coffee products to satisfy every taste. What are SENSO’s latest product releases?
Our latest products include five premium coffee capsules: GOLD, PURO, RUBY, DECAF and ORGANIC.
What house secrets can you share with us?
It all begins with specialty coffee. Advanced barista training is central to our brand, and creating a trendy coffee menu with the latest coffee accessories and newest technology is also part of it. senso-coffee.com
FOR UP-TO-THE-MINUTE NEWS ON THE STORIES THAT MATTER TO YOU MOST, read it first on hospitalitynewsmag.com
With coffee still the drink of choice for many, we caught up with Roy Daniel, managing partner of Barista Espresso, to learn more about the biggest challenges faced by the coffee industry, customers’ needs and how Barista Espresso is catering to them.
How were you able to position Barista Espresso at the forefront of the industry?
We strive to provide our customers with the best coffee possible and always work toward exceeding their expectations. We pride ourselves on being a one-stop shopping experience, which we are doing by investing in our factory to broaden our product range. Today, coffee enthusiasts can find everything they need at Barista, from products to machines. It is our duty to stay up to date with what consumers are looking for and the trends characterizing the industry. We reached a new milestone in our business when we decided to venture into instant coffee. It was a bold move for an espresso brand, but it paid off, reaffirming our leadership and forward-thinking culture. What do you believe to be the biggest challenge faced by the coffee industry?
The industry is being threatened by climate change. According to experts, almost half of the land that’s being used to grow coffee will no longer be suitable in just 30 years' time. Taking into account that global demand for coffee is continuously rising this spells trouble. Moreover, the coffee industry in Lebanon is facing numerous challenges, such as currency devaluation and a decrease in purchasing power, making it harder for the population to buy luxury coffee. Do you have news of new product releases?
In 2022, our main focus was on expanding our product range and upgrading the existing one. We launched aluminum Nespresso-compatible capsules and introduced individual instant coffee sachets and creamer. We also opened two Barista Bar branches, a unique coffee drive-thru concept. Before the end of the year, we will be releasing ASTRA, our latest coffee machine. barista-espresso.com
A VICTORIAN ENCOUNTER WITH ANOOD AHMAD ALI AL EFAISHAT
Anood Ahmad Ali Al Efaishat, shop owner and manager of Victorian chocolate, believes that every occasion should be celebrated in style. Here, we find out about her leading gourmet chocolate concept, the pastry scene in Jordan and what’s on the horizon.
What sets your pastry shop apart from others in the market?
I believe that most retail shops in Amman lack the art of good customer service, as it’s severely undervalued. What sets my shop apart from the rest is our impeccable customer service and a firm belief in the fact that no matter how good our products are, without great customer service, the job is only half complete. Furthermore, Victorian was the first to offer fresh, unwrapped pralines tailored to customers’ tastes in terms of flavor, color and design. Pastry helps to create memories. In your opinion, how can a skillful pastry chef achieve this?
We continuously follow new trends and perfect new chocolate recipes. We make it a point to stay up to date with the latest innovations and needs of the market to provide our customers with the finest chocolate around. Training the team is a constant priority. Our chefs are privileged to benefit from the ongoing support and mentorship of some of the best EMF chefs, who constantly provide tips and tricks to become pastry masters. Do you have plans to expand?
We managed to stay afloat for eight years despite the economic crises we faced locally and internationally. We were sure that we could continue operating. Although we have no plans to open a second branch in Amman, we plan to franchise in the Middle East. It is our dream to see Victorian in the UAE or Saudi Arabia victorianchocolatejo.com instagram.com/victorianchocolate
