MUDL Issue #8

THE BOURBON TRAIL | How to make a Mint Julep with Candice van der Merwe Bourbon Cocktail Recipes | SA Venue Review - Full Stop CafĂŠ & The Griffin International Bar Review - American Social Bar & The Pendennis Club Soundcheck with Arno Carstens | In Question - Fred Noe

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RRP: R25.00 (VAT incl) ISSN 2224-9109 mudlmag.com

ISSUE NO.8

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

PEACE, FREEDOM & HARMONY

www.pinkpigeonrum.com

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

AMERICAN WHISKEY RELEASE

CONTENTS - ON THE COVER the

53 AMERICAN WHISKEY

32

mix Editor and Manager of Operations Grant McDonald

Contributors David Wibberley, Shannon McCoy, Sonja Myburgh, Gary Regan, Pat Leclezio, Ryan Duvenage, Jason Wilson, Shaun Duvet, Karl Gostner, Travis Kuhn, Gary Westlake and Tom Dyer

40

Editorial Enquiries Tel: 021 510 5917 Fax: 021 510 7433 info@mudlmag.com

Advertising, Marketing and Distribution grant.m@mudlmag.com

Subscription, Newsletter & Retail enquiries grant.m@mudlmag.com

MUDL is published by MUDL Media MUDL Media, Unit 5, Oude Moulen Business Park, Oude Molen Road, Maitland, Cape Town, 7405.

78 SA Venue Review 32 International Bar Review |

American Social Bar: A Florida venue

that stands as a tribute to American patriotism, this place is a must for lovers of craft beer.

Or go to Twitter: @MUDLmag Facebook: http://www. facebook.com/MUDLmag

has a face-to-face with the direct descendant of Jim Beam himself and the master distiller of this famous bourbon whiskey.

40 In Question

5

Hear the story behind Johannesburg’s first gastropub.

Quarterly Distribution MUDL Magazine is distributed quarterly throughout South Africa to over 4,500 on-consumption and retail outlets.

Visit the MUDL website at www.mudlmag.com

| The Griffin:

| Fred Noe: MUDL

56 Explore Kentucky Bourbon

|

80 International Bar Review | The Pendennis Club: The home of the Old

Fashioned, and frequented by the likes of Al Capone and Muhammad Ali, this grand old establishment should be on the bucketlist of every cocktail enthusiast.

56

92 Soundcheck | Arno Carstens:

Meet one of the institutions of the South African music scene.

128 How to Make a Mint Julep

with Candice van der Merwe | Grab In 1999 the Kentucky Bourbon Trail was your Woodford Reserve Bourbon and let formed to give visitors a first-hand look at Candice take you through it step by step. the art and science of crafting bourbon.

67 Bourbon Cocktail Recipes

|

132 SA Venue Review

| Full Stop Café: The new bar area at this Partown

Buy a bottle of American whiskey and mix North restaurant is a great place for an some of these up at home. Some you will after-work drink, and the food is superb. recognise and some you won’t.

Try the cheese cake. Seriously.

ON THE COVER

Model | Candice van der Merwe from Ice Models Photography | Marnus Meyer Hair & Makeup |

Tremayne West Styling | Jelena Jablanovic Clothing | Cloak and Dagger, Babette, Mignon Fashion and Steve Madden Venue | Rick’s Cafe, Cape Town

MAGAZINE

Art Director Megan Cooper

132

AMERICAN WHISKEY RELEASE

CONTENTS IN THE KNOW

42 | A Guide to Drinking with Hemingway

by Jason Wilson

MAGAZINE

44 | Craft Beer in South Africa 50 | Anything Goes by Shaun Duvet 54 | The History of Bourbon 58 | The Bourbon Review by Patrick Leclezio 74 | Yeeha! It’s Whiskey Time!

10 42

by Shannon McCoy (BarChick) 82 | New Cocktails, Not So Easy

by Gary Regan 90 | “Potato” “Potato” | The Key Differences between SA Potstill Brandy and Cognac 94 | Branded! Properly Leveraging Sponsorship by Ryan Duvenage 96 | Nielsen Report | US Whiskey in SA 114 | Wine Corner | A Whole New World

by David Wibberly 118 | Convergence: The New Normal

by Karl Gostner (Primedia) 140 | Just Like in the Movies by Daniel Nash (Bangers and Nash)

PEOPLE TO KNOW

6

36 | In Question | Karen Fullerton, Global

Brand Ambassador for Glenmorangie 48 | Yiannis Stratos, Jose Cuervo Regional Director 88 | SAFFAs Abroad | Dirk Hani 138 | Sports Personality | Don Madge

PLACES TO GO

48 107

30 | Ekasi Style Bar | Basement Lounge 110 | Bars with Heritage | The Jolly Roger

74 86 34 | Band Watch by Sonja Myburgh 47 | Liquid Lifestyle | Glenfiddich Groove Lounge

76 | Liquid Lifestyle | Pink Polo and Grey Goose

77 | Liquid Lifestyle | Jose Cuervo

“Who’s In?” 84 | A Wrap Up of the 62nd IBA Meeting 86 | World Class Global Finals 2013 104 | Travis Kuhn at the IBA Conference, Prague 107 | Liquid Lifestyle | Dale’s Black Angus

PRODUCTS

26 | Mount Gay Rum | IRC West Coast Regata

28 | Plugged, Played, Purchased

by Yuppie Gadgets

38 | Rémy Martin 1738 Accord Royal 46 | Piper-Heidsieck | An Alliance of Tradition and Modernity

60 | American Whiskey Availability 102 | Available Apps | AbuzzWine 112 | Birth of a Brand | Gelo 120 | Cars in Showbiz | MotoStars 136 | Fee Brothers Grapefruit Bitters

132

HOW TO

24 | Top 10 Ways to Build a Brand

by Gary Westlake

WHAT’S HAPPENING

63 | Cocktail Making Methods 64 | Cocktail Garnishes 65 | Cocktail Equipment 100 | Flair | What it Takes to Compete

at Shimmy Beach Club 19 | Liquid Lifestyle | Gelo

103 | Shaker Flair Studio 116 | Blurred Lines | Recognise Intoxication

10 | Liquid Lifestyle | Mainstay 54 Launches

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by Tom Dyer

120

MUDL Info

8 | Letter from the Editor 12 | Social Media & Competition Winners 14 | Subscriptions 15 | You Know You Want It 16 | Industry News SA 20 | Industry News International 108 | MUDL Live 122 | Directory

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LETTER FROM

THE EDITOR

MAGAZINE

“I CAN’T BELIEVE IT’S DECEMBER ALREADY, THIS YEAR HAS REALLY FLOWN BY!”

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Well no it hasn’t. It took the same amount of time as it always has – about a year. Yet as we approach the end of 2013 I’ve noticed the above platitude rolling off the tongues of more people than in recent years, including my own.

And it’s a good thing, because it means business is up!

Even though it seems as if it was just yesterday that a fat old man in a red jumpsuit was breaking into houses to steal milk and cookies, most people have been too busy to notice that 12 months have gone by. After the global economic downturn a while back, the pressure is starting to ease, and although there is still a lot of work to be done, this is great news for the South African drinks industry. We are already experiencing the beginning of what is hoped will be a tourism boom in South Africa, with hotel occupancy on the rise for the first time since 2007 and new venues springing up left and right. People are spending.

To be fair, hard times have rarely stopped people from a commiserative drink, but the fact that consumers are splashing out on the good stuff indicates that times are becoming increasingly softer. Premium spirit brands are up 5% with Johnnie Walker taking the top ranking at the 2013 Sunday Times Top Brands Survey, followed by Jameson and Chivas Regal respectively. The success of premium whisk(e)y speaks volumes, but it’s the growth that is really interesting, with Johnnie Walker Black Label enjoying a more than 50% improvement from 2011 to 2012, and Jameson growing an impressive 15% over the same period.

CONTRIBUTORS

Jack Daniel’s is another whiskey that is doing well, ranking third by volume behind Jameson and Johnnie Walker according to the South African Liquor Traders Association. Sadly, and somewhat bafflingly, it is the only American whiskey to be claiming a notable slice of the SA liquor market. A recent trip to the states put me in contact with some remarkable bourbons, some of which are available in South Africa.

I urge those of you who are curious to try new and interesting spirits to explore this category. Whatever your preconceptions, you’re guaranteed to find at least a couple that will surprise and delight. If you’re unsure where to start, check out our American Whiskey Availability selection on page 60 and Patrick Leclezio’s review on page 58.

On the competition front, Nick Koumbarakis had a big year, winning the national Bacardi Legacy and Diageo World Class events. We catch up with him to hear about his experience at the World Class Global Finals which took place on an ocean liner in the Mediterranean, visiting places like Monaco, Ibiza and Barcelona. We also hear about Travis’ recent trip to Prague where he represented SA at the IBA Conference in the flair event. It’s worth mentioning that he will again be flying our flag alongside mixo Kurt Schlechter (also the current Angostura Challenge champion) at the 2014 IBA Conference, to be held in Africa for the first time…

Cape Town! The event takes place in September/October so if you’re in the area, get to the CTICC to support our boys!

It would be remiss of me not to remind you of the first MUDL Live event coming to Cape Town in November next year. Whether you’re a venue owner, bartender or someone who appreciates quality liquor, you need to be there. Look out for more info on this coming soon.

Before I sign off for the year, I’d like to wish all our readers a fantastic, safe festive season. Thank you for your support over our first two years, and I look forward to catching up with you in the New Year.

Peace out

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Grant McDonald Editor of MUDL Magazine http://www.facebook.com/MUDLmag @MUDLmag

info@mudlmag.com

feed://Mudlmag.com/MUDLmag/?feed=rss2

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MAINSTAY 54 LAUNCHES

AT SHIMMY BEACH CLUB

5 SEPT | CPT

DISTELL AND NEW PREMIUM VODKA MAINSTAY 54 HELD A SPARKLING EVENT AT SHIMMY BEACH CLUB WHERE 54, SOUTH AFRICA’S NEWEST PREMIUM VODKA, WAS LAUNCHED. ELANA AFRIKA AND COLIN MOSS MCED THE EVENT AND ENTERTAINED THE GUESTS WHILE BARTENDERS AND MIXOLOGISTS IMPRESSED WITH STUNNING COCKTAILS. Kurt Hermanus, Distell’s Brand Manager for South Africa, had this to say: “Sociability is really the key to all that Mainstay espouses – Mainstay 54 Vodka really encapsulates that idea, and we’re proud to have a quality product that many people will come to enjoy.”

Mainstay 54 Island Vodka is made using a fivecolumn distillation process. Sun-ripened molasses and island fruits are selected. These contain the simplest sugars, allowing for a clean conversion to alcohol where no impurities remain. It’s packaged in a distinctive azure tamper-proof bottle, reminiscent of a tropical sea.

“Besides allowing our beautiful people an opportunity to mix and enjoy the versatility of Mainstay 54, there are those of us who are a little more free-spirited, who appreciate a slightly more adventurous flavour; and for them, we have produced the infused island vodka range, inspired by the islands’ fruits, nuts and spices,” says Hermanus.

The Mainstay yacht and models

The Mainstay Fusion Range consists of three variants. These include:

• Mainstay Exotic Fusion: a blend of coconut, coffee and vanilla • Mainstay Tropical Fusion: a blend of mango and other tropical fruits • Mainstay Island Fusion: a hint of hazelnuts and spices

MC’s - Colin Moss and Elana Afrika

Mainstay models and Kurt Hermanus – Brand Manager

Party at Shimmy Beach Club

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

SOCIAL

MEDIA

MAGAZINE

Ta l k t o u s !

12 Thanks to everyone who has supported us via social media. Keep on sending in your comments and feedback. We love to hear from you!

CONGRATULATIONS to the following 5 subscribers, you have each won a bottle of Piper-Heidsieck Brut Champagne!

Allan Peters Nasham Pillay Henk Joubert Risa Geldenhys Sean Johnston

CONGRATULATIONS TO...

TAMARA LEWIS | RESERVE BRANDS HAMPER WINNER ANDREW TERLINGEN | KRAKEN FOR A YEAR

Subscribe and win!!

COMPETITION WINNERS:

See page 14 to subscribe and you could win a Cointreau Hamper!

MAGAZINE 13

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SUBSCRIPTIONS IF YOU’RE READING THIS, CHANCES ARE YOU’VE FOUND A MUDL MAGAZINE. NO DOUBT YOU’RE WILDLY IMPRESSED AND THANKING PROVIDENCE FOR YOUR AMAZING GOOD FORTUNE, BUT HOW WOULD YOU LIKE IT IF YOUR NEXT MUDL MAG FOUND YOU? WELL, THIS DREAM CAN BECOME A REALITY. FOR JUST R150 INCL. VAT, YOU GET:

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14 Complete the form below, attach a copy of your ID and post it to: MUDL Magazine, 5 Oude Molen Road, Maitland Cape Town, 7925 | OR email your details to info@mudlmag.com together with proof of payment (see banking details below).

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WIN A RESERVE BRANDS HAMPER

Terms and Conditions: • T he judges’ decision is final, no correspondence will be entered into.

• T he prize is not transferable or redeemable for cash.

• All entrants must be over the age of 18.

• T he prize constitutes 1 bottle of Ciroc Vodka, 1 bottle of Don Julio Reposado Tequila and 1 bottle of Tanqueray No. Ten Gin.

MAGAZINE

Want to win this amazing hamper? SMS your name and “Reserve Brands MUDL 8” to 34511 and stand a chance to win. Entries close by the end of February 2014.

STRIKE A POSE

15 Tweet us a photo of you and your friends out and about with cocktail in hand, using the hashtag #MUDLpose8.

The pic that appeals to us the most will be published in the next issue of MUDL and will win a mobile bar party AT THE WINNER’S HOUSE for up to 30 people! The photo can be taken anywhere, so get creative.

Tweet your photos by the end of February 2014 to stand a chance.

Terms and Conditions:

• The judges’ decision is final and no

correspondence will be entered into.

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• T he person submitting the entry must appear in the photo and own it.

• B y submitting a photo it is implied that you give MUDL permission to publish it in the magazine and on the MUDL online platforms.

• All entrants must be over the age of 18.

• T he prize constitutes a fully stocked mobile cocktail bar manned by two or more mixologists. The bar will arrive any time from 5pm to set up and will start packing up at midnight at the latest. Anything not mentioned here is not included in the prize.

• T his competition is open only to residents of South Africa who live in and around the JHB, PTA, CT, DBN or PE areas.

WIN A VOUCHER TO THE VALUE OF R500 AT FULL STOP CAFÉ, JHB Tweet “FULLSTOPCAFE” to @MUDLmag and stand a chance to win a R500 voucher. Winners will be notified by email by the end of February 2014.

INDUSTRY NEWS

MAGAZINE

SOUTH AFRICA

16

AMARULA TO LAUNCH NEW DRINK As it gears up for its 25th birthday next year, Amarula, South Africa’s famous alcohol brand that is sold in over 100 countries worldwide, is planning the launch of a new, very versatile spirit.

Called Amarula Gold, the non-cream product goes to the very essence of the exotic African marula taste. It will be released into key global markets from the first quarter of next year, following extensive global research and testing.

It was very positively received at the recent 2013 Tax Free World Association Exhibition in Cannes, where it was unveiled to key partners.

Like Amarula Cream, it is also made from marula fruit that is fermented into a marula wine and then double-distilled and aged in oak for 24 months.

The fruit is harvested from marula trees that grow in the wild. It falls to the ground when ripe and is collected by women who are paid per kilo for what they bring, and delivered to Amarula’s plant in Phalaborwa, Limpopo. ts a very Brand spokesperson Adéle Ankiewicz said: “The fruit represen extend will Gold Amarula rs. harveste the for income of source important their earning opportunities.” on the She added that the new drink would also have a positive impact ities and commun g sustainin in invests that Trust Amarula rofit not-for-p mes and promoting conservation. The trust establishes job creation program funds research into elephant behaviour and the training of field guides.

AND KAYETAN MEISSNER WINS THE BOLLINGER EXCEPTIONAL WINE SERVICE AWARD 2013

At an exclusive champagne event at the Queen Victoria Hotel at the V&A Waterfront on the 31st October, Kayetan Meissner was announced as the winner of the Bollinger Exceptional Wine Service Award 2013. Kayetan, Sommelier at Bosman’s Restaurant at the Grande Roche Hotel in Paarl, received the Riedel Glass Trophy and a trip to France including a visit to the prestigious Champagne House of Bollinger.

After a testing morning of written exams, the three finalists were faced with a rigorous practical assessment, having to pour a magnum of bubbly evenly into 16 glasses and serve these to a table of diners and their guests. Whilst performing this challenging exercise, the candidate

had to answer a number of questions from the judges as well as respond appropriately in a few tricky moments.

Kayetan Meissner was The Bollinger Exceptional Wine Service Award runner-up in 2012 when he was Sommelier at the Saxon Boutique Hotel in Sandhurst, Johannesburg.

The Bollinger Exceptional Wine Service Award runner-up this year is Xolani Mancotywa, who recently took up the position of Sommelier at Capital Club Dubai.

The Award was established in 2011 to bring focus and recognition of achievement to the growing group of professional wine waiters in South Africa. Judges at all rounds of the annual competition include internationally trained sommeliers, Cape Wine Masters, and members of the hospitality trade.

INTRODUCING ABSOLUT ELYX Absolut Elyx is made in Åhus, Sweden, exclusively from single estate wheat from the Råbelöf Castle and water from the pristine well upon which the authentic 1921 copper distillery rests. It’s defined by its exceptional purity and silky texture, and is the finest expression of Absolut.

“The past few years have seen a wave of super-premium vodkas that have been mostly about image,” says Mathias Westphal, Global Brand Director. “Absolut Elyx is something different. It’s a unique combination of traditional handcraft, copper distillation and cutting-edge design. Absolut Elyx is the result of manual processes, authentic craftsmanship and human supervision through every detail of production. Only a few people have the skills and knowledge to operate our old copper still. Every handle, knob and lever is adjusted manually. Creating a vodka this way is very time-consuming, but when you taste Absolut Elyx you know it’s worth the effort,” explains Krister Asplund, Master Distiller.

Absolut Elyx was launched in high-end premium bars in November this year.

Brandy is once again featured in the annual Platter’s South African Wine Guide after an interval of many years, with three luxury potstills from Van Ryn’s Distillery rated five stars by the panel of tasters in the 2014 edition.

The potstills are Van Ryn’s 12 Year Old, the most decorated brandy in the Van Ryn’s Collection Reserve range and arguably the most awarded in South Africa; the 20 Year Old, that has also been the recipient of many international accolades; and AU.RA, South Africa’s oldest and possibly rarest potstill brandy on the market. A 30-year-old, it includes components as old as 40.

Dave Hughes, a member of the current tasting panel who also tasted brandies for the Platter guide in earlier years, said the quality of South African brandies had improved in leaps and bounds. “Our producers have stopped imitating cognacs and are making distinctively South African-styled brandies. Van Ryn’s is a very good example, borne out by its many international accolades.”

Dr Tim James, who also tasted brandies for the guide, said: “We tasted many marvellous brandies this year – what a privilege it was.

The Van Ryn’s were all excellent – the three five-star winners were not in doubt, and the

two that didn’t score five came pretty close. A really distinguished label.”

Dr Winifred Bowman, another one of the brandy tasters, said South Africans had every reason to be immensely proud of the quality of the country’s fine brandies. “They show beautiful fruit expression and are fuller than cognacs. They really express summer! The Van Ryn’s brandies exemplify this.”

Both the Van Ryn’s 12- and 20-year-olds are past recipients of the International Wine & Spirit Competition’s Worldwide Best Brandy title, as well as the International Spirits Challenge Best Brandy trophy.

AU.RA is an extremely limited-edition release.

Just 107 bottles were produced, each individually hand-blown and presented in a hand-turned, solid oak case. Retailing for around R15 000, the 750ml decanters have been purchased by local and international collectors.

In October, Van Ryn’s 12-, 15- and 20-yearold were all awarded Veritas double gold medals, while the 15 Year Old won the brandy trophy and a Grand d’Or medal at the 2013 Michelangelo International Wine Awards earlier this year.

The last time brandies were rated in the Platter’s guide was in 1988, although brandies were listed until 2000.

LET THEM DRINK BUBBLY! Cape Town’s authorities have been told they risk accusations of “cultural discrimination” after making allowances in city bylaws for champagne breakfasts.

The liquor by-law was introduced in 2012 and proposed bans on the sale of alcohol after 9pm and before 11am

COCO LAUNCHES IN CAPE TOWN

COCO, Cape Town’s newest lounge, club and bar, celebrated its Grand Opening Weekend in November, welcoming the public to what is set to be one of Cape Town’s sexiest and most luxurious nightlife venues.

COCO is going to take clubbing to the next level in Cape Town.

With its co-owners Shaun Duvet, Stephane Cohen, Federico Scarpecci and Sameer Wadhwa, Capetonians can expect a taste of Johannesburg’s Kong, right here in the Mother City.

Coco is all about providing a glamorous environment for the finest events, with a focus on high-end bottle service, excellent customer attention, beautiful clientele, attentive staff and incredible music.

Shaun Duvet says, “Cape Town has not experienced the nightlife standard that COCO will be bringing. It is going to change the norm of clubbing for us, and show Cape Town exactly what it is that’s been missing. The music policy caters to two specific tastes, ensuring that there is something for everyone that drops by.”

MAGAZINE

THREE VAN RYN’S POTSTILLS RATED FIVE STARS IN NEW PLATTER’S GUIDE

in a bid to tackle the city’s high levels of foetal alcohol syndrome, drunk driving and domestic abuse. The legislation was revised however to allow for sparkling wine to be served in the morning after tourism and hospitality chiefs raised fears that it might tarnish the city’s cosmopolitan image by preventing visitors from enjoying a glass of the local bubbly.

17

INDUSTRY NEWS

SOUTH AFRICA

MAGAZINE

DISARONNO AND MOSCHINO COLLABORATE Disaronno has teamed up with Italian luxury

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SA’S TOP CRAFT BREWERS WINNERS ANNOUNCED IN INAUGURAL COMPETITION SAB’s World of Beer has announced the winners of the inaugural South African National Craft Brewers Championship.

Top honours went to The Dog and Fig Brewery for their Stewige Stout – American Stout brew.

Second place was awarded to Brauhaus Am Damm for their Brauhaus Weizen – Weizen/ Weissbier brew, and Shongweni Brewery took third place for their Robson’d West Coast Ale – California Common brew.

A total of 41 entries were entered and judged. Special awards were presented to Draymans Brewery for the most Noteworthy Beer

fashion house, Moschino, to design a limited edition bottle. This collaboration between two iconic Italian brands will be available for purchase up until March 2014 at outlets nationwide. The Moschino loves Disaronno bottle has been designed in the fashion house’s signature style, adorned with its classic heart pattern in a bold black and red colour palette. This distinctive limited edition combines the characteristics of Moschino with the unmistakable silhouette of the DISARONNO bottle.

The Disaronno and Moschino project will support the charity Fashion 4 Development (sponsored by the United Nations) through donation of its profits to help the development of this unique initiative in Africa.

and SMACK! Republic for the Best Beer from a New Brewery.

The championship, the first of its kind in the country, called on all professional craft brewers to submit entries with only beers brewed within the borders of South Africa being eligible for entry.

Participating beers also needed to have been available in stores or been showcased at a recognised craft beer festival, and had to adhere to the Beer Judge Certification Program (BJCP) guidelines and competition rules.

DISTELL APPOINTS GM TO DRIVE DUTY-FREE GROWTH ACROSS EUROPE

Distell has appointed Markus Habermann as general manager to handle its fast-growing duty-free business in Europe.

Habermann, formerly Distell’s commercial director for Europe, joins the duty- free team led by Marius Fouché, with high-level support from Robyn Bradshaw, who focuses on travel retail marketing and activation.

Distell’s duty-free division has seen year-onyear sales volumes rise by double digits for the 12 months to October 2013. Europe is an important contributor to the increase, as global travel to the continent from emergent markets continues to grow.

Habermann has been involved in the liquor industry for over 25 years, with 11 of these at Distell. Over the past decade he has built Amarula, the company’s flagship liqueur, into a major player in the German market.

Germany is also the single biggest export destination for the brand. He also launched the fast-growing Savanna cider brand in the Netherlands and Germany following its successful foray in the UK, and played a key role in the global success of cognac brand Bisquit in the duty-free channel.

ARRAN SINGLE MALT SCOTCH WHISKY ARRIVES IN SA

South Africans who appreciate quality single malt Scotch will be happy to know that Arran Whisky will soon be available in the country.

The beautiful Island of Arran is described by many as ‘Scotland in Miniature’ but the whisky produced at the Arran distillery isn’t the smoky sort of dram you’d expect from the Scottish islands. Although they do make an excellent peated expression, Arran is characterised by an initial fruity sweetness more akin to Speyside whisky, balanced by a wonderful spiciness on the tongue.

Only two ingredients are used to make the Arran Single Malt Collection; water and malted barley. There is no colour added, nor is chill-filtration used att the Arran distillery. Instead they prefer to stick to tradition, thus ensuring that all the flavour the fuller bodied dram is retained.

The Arran 10 year, 14 year and Port Cask finish will be exclusive to The Wine of the Month Club from the 1st December 2013 and thereafter will be found in all popular retail outlets.

GELO EXOTIC, LIQUID LUXURY SEPT | GOOD FOOD AND WINE SHOW | JHB

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GELO IS A FLAVOUR-INFUSED EUROPEAN LIQUEUR, FRESH ON THE SOUTH AFRICAN MARKET. A FINE SELECTION OF SPIRIT APERITIF, THE LIQUEUR COMBINES FRESH BERGAMOT WITH SMOOTH ALMOND FLAVOURS, TRIPLE DISTILLED FOR SMOOTH DRINKING. THE RESULT: EXOTIC, LIQUID LUXURY. Gelo’s first public showcase was at the Good Food and Wine Show, Johannesburg. Needless to say, it was a hit! The friendly Gelo girls were at the top of their game, and the Gelo-infused ice sculpture kept the product ice-cold, all day long.

The Gelo girls and one very lucky man

MAGAZINE

Be sure to keep a look-out this summer for Gelo activating in stores and venues near you. For more info on this interesting new shooter, check out the Birth of a Brand feature on page 112.

19 Ladies enjoying a Gelo shot

The Gelo girls wowing their crowd

INDUSTRY NEWS

INTERNATIONAL

MAGAZINE

NEW PRODUCTS OF 2013 Artist Jeff Koons has teamed up with luxury champagne, Dom Pérignon, to produce a limited edition collaboration package.

Famed for his “balloon” technique behind his sculptures, Koons recreated his “Venus of Willendorf” into a two-foot sculpture, and nestled in its core is a bottle of Dom Pérignon Rosé Vintage 2003. Priced at a clean $20,000, the package tops all of Dom Pérignon‘s collaboration price tags — including the brand’s past collaboration with Andy Warhol.

Absolut is challenging the status quo with Absolut Amber; taking the essence of Absolut and adding a rich, complex character from gently roasted oak wood. Absolut Amber is a transformative new product that breaks down the traditional boundaries of white and dark spirits. Created by a unique method of

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exposing Absolut to a variety of different oak types to produce oak barrel-aged spirits which are blended with oak macerated spirits.

Absolut Amber has a natural amber colour with a mellow and oaky taste while retaining the quality and smoothness of its original form.

Inspired by Africa but distilled in Hamburg, Germany, Elephant Gin uses 14 botanicals including the African superfruit baobab, African wormwood and Buchu, a plant native to western South Africa. Bottled at 45% abv, the small-batch, London dry gin is said to “capture the essence of Africa” with a “complex but strikingly smooth” taste with “floral, fruity and spicy flavours”. Inspired by the spirit of 19th century explorers in Africa, the company – also named Elephant Gin – intends to support the preservation of African wildlife by donating 15% of its profits to

African elephant foundations.

Jim Beam® Bourbon has tapped the warm taste of maple to reveal the latest creation in its flavored line, Jim Beam® Maple. The new expression follows the introduction of Jim Beam® Honey, and boasts the natural flavours of sweet, smooth maple. Both Jim Beam Honey and Jim Beam Maple combine rich flavors and America’s native spirit to create offerings that are both mixable and approachable.

JAMESON TO HOST ANCHORMAN 2 PREVIEW SCREENINGS Jameson Irish Whiskey proved their commitment to staying classy when they announced that the Jameson Cult Film Club will host preview screenings for the year’s most hotly anticipated film, Anchorman 2: The Legend Continues, before its release in UK cinemas on December 20th 2013.

The screening experience will open in London before heading on a UK tour visiting Manchester and Leeds. Guests will be treated to the usual Jameson Cult Film Club experience, immersing the audience into the world of Ron Burgundy. With the 70’s behind him, San Diego’s top rated newsman, Ron Burgundy (Will Ferrell), returns to the news desk in Anchorman 2: The Legend Continues.

RUMOURS OF AN AB INBEV/ SAB MILLER MERGER (AGAIN)

There has been conjecture about a potential merger between AB In Bev and SABMiller for a while, but industry experts are expecting to happen within the next year.

Joining with SABMiller makes sense for AB InBev on a number of levels, giving it a leg up in smaller Latin American markets such as Colombia and Peru, as well as Africa where SAB has its roots. The market has been ripe for a merger among the world’s

top four beer producers for a while, and with Heineken under family control and Carlsberg under the protection of a trust, it leaves AB InBev and SABMiller as the most likely to break the loggerhead.

In a $100 billion deal that would put power brands such as Budweiser, Stella Artios, Grolsch and Peroni in one stable, this is definitely a situation that regulators will be watching closely. AB InBev has almost half of the U.S. market and would not be allowed to add SABMiller’s quarter share. Both companies are also massively

involved in soft drink bottling, with SABMiller servicing CocaCola and AB InBev working with Pepsi.

While it’s clear there are a few kinks to work out before pen is put to paper, a merger is looking inevitable, and if the estimated $100 billion price tag is reached, it will be the fifth biggest corporate acquisition ever.

Still, the key determinant for any deal is price. A SABMiller takeover, estimated at around $100 billion, would likely be the fifth-largest corporate acquisition ever.

A NEW LOOK FOR JOHNNIE WALKER RED LABEL Alexander Walker designed the iconic square bottle in 1860 to allow for safer shipping and, until now, the legendary Red Label bottle with its label angled at precisely 24˚ hasn’t changed much. The latest bottle marks a new era for the brand and is the first redesign in a decade.

The redesign includes chamfered

PEOPLE IN GLASS CARS SHOULDN’T DRIVE Or any car, for that matter. That is the idea behind Johnnie Walker’s Join The Pact campaign.

If you need to be reminded about the fragility of human life, just watch a Formula 1 race car made entirely of Johnnie Walker whisky glasses shattering into a million pieces, says Carolyn Panzer, Director of Corporate Social Responsibility for Diageo.

The Glass Car is a new flagship film launched recently for Join The Pact, a global campaign to gather one million commitments to never drink and drive.

Inspired by the fragility of glass, the 90-second film imagines a race car made of 1,750 glasses. Beautiful and powerful, yet so easily shattered, the glass car symbolises the importance of always making the right choices and

corners to give the bottle a slicker, sharper and more masculine finish and to bring Red Label in line with other Johnnie Walker variants. Increased bottle height, double collar neck profile and a higher quality Striding Man logo contribute towards a sleeker, more elegant design.

The new look Johnnie Walker Red Label is available in both 750ml and 1lt bottles at major retail outlets nationwide.

staying in control.

Join The Pact aims to gather an additional million pledges never to drink and drive by inviting consumers around the world to use the hashtag #ImNOTdriving on social media. In return, Johnnie Walker is pledging to give away one million kilometres of safe rides home.

The Glass Car features two-time world drivers’ champion Mika Häkkinen - a JOHNNIE WALKER Global Responsible Drinking Ambassador - who says: “Staying in control is what matters in racing. Split second decisions are the difference between finishing first and finishing last - or not finishing at all. The Glass Car is a powerful reminder of how easily our dreams can be shattered watch it, share it and sign the pact never to drink and drive.”

Check out the video: http://www. jointhepact.com/theglasscar

WILLIAM GRANT & SONS AWARDED TOP HONOURS William Grant & Sons has won two prestigious and sought after titles at the 2013 International Wine and Spirits Competition (IWSC), which took place at London’s Guildhall on November 13th. The family distillery was awarded the International Spirits Producer Trophy and received the top award as the Distiller of the Year for the sixth time since 1999.

Furthermore, Glenfiddich, The Balvenie and Grant’s also received top honours in the individual product categories: • Glenfiddich 40 Year Old awarded the Single Malt Cask Strength Scotch Whisky Trophy

• The Balvenie 40 Year Old awarded the Single Malt Scotch Whisky Trophy over 15 Years Old Grant’s 18 Year Old awarded The • Trophy Independence For Blended Scotch Whisky

MAGAZINE

GLENMORANGIE’S GLOBAL MASTER BRAND AMBASSADOR HONOURED Glenmorangie has announced that its Global Master Brand Ambassador David Blackmore has been named Icons of Whisky America, Scotch Whisky Ambassador of the Year 2014

by Whisky magazine. This marks the third year in a row Blackmore has been honoured by the publication.

21 ASAHI BEER INTRODUCES ROBOTIC BARMAN Well it’s not so much a barman as it is a draught beer dispenser. Japan’s largest brewery, Asahi, developed the robotic beer pouring machine for high-volume bars.

Connecting to the keg, the machine pours up to six perfect beers at a time, taking around 12 seconds per glass, doing so without specialized labor and with zero wastage.

But can it finger-stir a Negroni?!

INDUSTRY NEWS

INTERNATIONAL DIAGEO OFFERS TO SELL WHYTE & MACKAY Since Diageo acquired United Spirits last year, concerns have been raised by the Office of Fair Trade (OFT) about the fact that two of the UK’s leading blended bottled whisky brands belong to the same company.

OFT chief economist Chris Walters said, “Our investigation considered a wide range of evidence and we concluded that the likely loss of

competition could give rise to higher prices for retailers, and ultimately consumers.”

In an effort to allay fears of an unfair price hike, Diageo has agreed to sell all but two of Whyte & Mackay businesses, Dalmore and Tamnavulin.

A Diageo spokesperson said that while the OFT considers Diageo’s offer to sell the businesses, its duty “to refer the [Diageo and United Spirits] merger to the Competition Commission is suspended”.

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CAMPARI CALENDAR 2014 UNVEILED

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Campari has released the full imagery for the 2014 Calendar which is entitled ‘Worldwide Celebrations’. The Calendar is the 15th edition in the prestigious collection and stars Hollywood actress Uma Thurman enjoying 12 intriguing and vibrant festivals from around the world.

From Spring Festival in Beijing, the biggest celebration in China, to Hanami in Japan, where people enjoy the beautiful cherry blossoms of spring, the 2014 Calendar provides a window on the world and invites fans of Campari to embark on a global voyage of discovery. The celebrations in the Calendar span every continent and also include Midsummer’s Eve in England , during which revellers celebrate the Summer Solstice at the historic Stonehe nge, and the bright and exhilarating Reveillon in Brazil, the biggest New Year Celebration in the world.

On starring in the 2014 Campari Calendar, Uma Thurman commen ts: “The 2014 Calendar is a stunning piece of artwork which perfectly conveys the positive energy and pleasure which Campari lovers around the world can enjoy through our worldwide celebration. There is nothing more enjoyable than a celebration and I feel confident that people around the world will enjoy the worldwide celebration which the Campari Calendar provides .”

The 15th edition of the Campari Calendar was shot by noted fashion photographer, Koto Bolofo, renowned for his lively and dynamic imagery.

Bolofo was born in South Africa, raised in the UK and now resides in France so is a true world citizen himself and the perfect choice to convey the Calendar’s worldwide celebration.

CIROC VODKA WITH NBA

PARTNERS

Ciroc Ultra Premium Vodka and the National Basketball Association (NBA) have introduced a multiyear marketing agreement and unveiled “The Toast of the NBA” campaign.

This announcement heralds a larger partnership entered into with the NBA by Diageo. As part of the agreement Ciroc, led by Sean “Diddy” Combs, will take the lead

to drive responsible celebration with NBA fans nationwide. “I’ve been a fan of the NBA all my life and am excited to build a greater relationship for Ciroc Vodka with this growing entertainment platform,” said Sean “Diddy” Combs, who oversees all branding and marketing for Ciroc. “Life is filled with moments of celebration and nothing brings people together in celebration quite like sports.

With Ciroc I hope to elevate these moments and help champion social responsibility among fans.”

TOP 10 WAYS TO

BUILD A DRINKS BRAND

BY GARY WESTLAKE

MAGAZINE

THE DRINKS INDUSTRY IS BECOMING INCREASINGLY CROWDED – A QUICK GLANCE BEHIND THE BAR IN YOUR LOCAL PUB WILL TELL YOU THAT. EVERY BRAND IS TRYING TO SHOUT SOMETHING DIFFERENT – WE’RE OLDER/NEWER/PURER/MORE TRADITIONAL/QUIRKIER THAN OUR COMPETITORS. DRINKS BRANDS THAT HOLD PEOPLE’S INTEREST ARE THE ONES TARGETING KNOWLEDGEABLE, DISCERNING CONSUMERS AND LISTENING TO WHAT THEY WANT. THE NIRVANA OF BOOZE BRANDING IS TO CREATE A PRODUCT THAT WILL STAND OUT FROM THE CROWD AND ONE THAT CONSUMERS NOT ONLY BELIEVE IN BUT WILLINGLY WANT TO BE ASSOCIATED WITH. WE’VE BEEN WORKING WITH DRINKS BRANDS FOR ALMOST 20 YEARS, SO READ ON FOR MY TOP 10 WAYS TO CREATE A SUCCESSFUL DRINKS BRAND.

10 FIND YOUR VOICE Project your brand personality in every way you can – it’s just as important to get your tone of voice as well as your look right. A lot of the most successful drinks brands have their own unique voice: Hendrick’s Gin is peculiar and unusual; Johnnie Walker whisky consistently exudes confidence. These tonal cues are memorable and ownable, making them a powerful asset in creating an inimitable brand.

9 BE VISUALLY CONSISTENT Try to make your brand instantly recognisable at every touch point, from behind a bar or in someone’s hand, to on a supermarket shelf. If you’re a global brand, make sure that every market has the tools it needs to do this. Only by doing this can you ensure your global site, local market site and Global Travel Retail shelf wobblers shout a consistent brand image and message.

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8 NAIL YOUR PACKAGING No matter what the brand may be, we’ll always see the packaging before we taste the product. As we buy with out eyes, make sure your packaging doesn’t just hold your product, but presents it in its best possible light – it needs to evoke the spirit of the brand in its shape, materials and design cues. If it gets as far as a consumer’s hand, bottles, cartons, boxes and cans all need to feel as good as they look. From a design perspective, it is often the packaging that influences and inspires the brand communications, so make sure it tells the right story.

7 LET YOUR LOGO BECOME SHORTHAND FOR YOUR BRAND Some of the world’s most successful drinks brands have leveraged their motifs to powerfully and emotionally resonate with consumers. These are more than just design cues; they personify the brand and represent their greatest strengths.

Some examples include: • Courvoisier’s silhouetted Napoleon representing revolutionary spirit • Rémy Martin’s centaur representing the mysterious union of nature and man • Glenfiddich’s stag representing the Valley of the Deer location • Bacardi’s bat representing the night • Grant’s tree representing five generations of family and craft

6 MAKE SURE YOUR PRODUCT LIVES UP TO YOUR BRAND You can have the best brand story ever, but unless people like what they are drinking, it won’t be drunk. The Kraken Rum is an interesting example of this. A dark, spiced Caribbean rum, it instantly made an impact on the UK market with its retro naval bottle and stories of sea monsters lurking in the deep. It didn’t

needs to be able to be happily shouted across a crowded bar.

The name should be part of the brand story, and ideally something ownable, unique, memorable and challenging. If it fits all of these criteria and is said enough times, by enough willing people, it will become a recognisable name.

!@#%$^

5 KNOW YOUR AUDIENCE Research your customers exhaustively.

What drives them? What do they do?

Where do they work? Where do they go out for fun? Only once you know all of this can your brand live where your audience does, becoming part of their lives. Research will lead to a core consumer insight; the single phrase that all brand communications should be built on. Monkey Shoulder has done this really well with its “For One Night Only” events, creating imaginative, engaging and experiential evenings for its fun-loving triple malt drinkers. After extensive research, the brand identified that its core consumers were playful, irreverent and idiosyncratic individuals.

Thus, adventurous one-off nights that tap into guests’ creative spirit and sense of individuality were born.

4 CHOOSE THE RIGHT NAME This sounds incredibly obvious, but make sure people can pronounce the name of your brand, and that it doesn’t mean anything rude in other languages (especially not penis in Arabic, as one of our client’s products did). Also, a brand

3 GET YOUR STORY STRAIGHT Today’s consumers want authenticity and to be part of a story that they believe in that makes a memorable and emotional connection with them. We all prefer our musicians with a back-story rather than a manufactured band, and it’s the same with our drinks.

Look at the surge in craft beer in the UK – a phenomenon that started in the US. Consumers had a passion for taste and thus began to reject established “bland” brands built on marketing budgets. These in turn were replaced by brands that were born, not built; brands with real stories, full of depth, flavour and passion.

2 BE BRAVE Never underestimate the importance of gusto and vision – they are vital components in creating a truly great brand. We’ve worked with some very experienced people over the years and it’s the brave ones that have the highest rate of success. If you are the brand owner, get yourself a creative agency full of people who want to create amazing things, not people that need to hit targets for their bosses.

1 BUILD A BRAND WORLD THAT PEOPLE WANT TO LIVE IN This is the big one. Everything you do and say, everywhere you appear, anything you endorse or sponsor, anyone that you get to talk about your brand, needs to be rooted in your brand world. Only by doing this will you be able to clearly project what you are and what you stand for. And in turn, if you’ve done your research, and got your brand story right, you’ll resonate with your consumers on a deep level, becoming not just their drink of choice, but part of their life.

Bombay Sapphire is a great example of this. With its ‘Infused with Imagination’ strapline and brand essence, it appeals to creative types. Over the years, the brand has deliberately associated itself with filmmakers, designers, writers and (most importantly) bartenders. The pale blue bottle naturally tied back to the product packaging, the recipe is an imaginative combination of botanicals, and the strong brand colour powerfully cuts through the gin category, helping them own it (colour is said to contribute to a brand’s recognition by up to 80%).

Bombay Sapphire has been ruthlessly consistent about its marketing message across all channels, which has combined to create a brand world that its audience is excited and keen to adopt.

MAGAZINE

position itself as a party rum like so many others, or a lifestyle brand, but was ruthlessly consistent with its unique look and feel. It told a different, but epic and great, story. Fortunately, it didn’t disappoint drinkers in the taste stakes either.

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MOUNT GAY RUM

IRC WEST COAST REGATTA

SEPT 21-24 | SIMON’S TOWN | CPT

MOUNT GAY RUM WILL SOON BE INTRODUCING THE NEW MOUNT GAY BLACK BARREL RUM IN SOUTH AFRICA, A BLEND OF BOTH AGED DOUBLE DISTILLED POT AND SINGLE COLUMN DISTILLED RUMS. MOUNT GAY XO AND MOUNT GAY 1703 WILL ALSO BE LAUNCHED LATER NEXT YEAR. The story of Mount Gay begins like all great stories, with a time and a place. That time was 1703 and the place, of course, was the tiny island of Barbados. Barbados is the birthplace of rum; the history of Barbados and the legacy of its premier rum

are one and the same. By the 17thC it had built an empire on sugar production, but it overcame its greatest economic crisis by cultivating a previously undervalued by-product of the sugar refining process, molasses. Mount Gay’s early roots can be traced back to the processing of Barbadian sugarcane three centuries ago, making it not only the oldest rum in the world, but the oldest continually produced spirit in the world. We know this because it is still made on the exact same hilltop in St. Lucia as it was in 1703.

THE LEGACY OF SAILING

Barbados is situated at the crossroads of the Caribbean Sea and the Atlantic Ocean, directly in the path of some of the world’s most historic and lucrative trade routes.

In earlier centuries sailors proved their passage to the Caribbean by returning to

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Europe with a barrel of Barbadian rum. Thus began Mount Gay’s historic relationship with maritime culture.

Today, Mount Gay sponsors over 150 regattas every year, and awards its highly coveted Red Caps to the most outstanding participants. The Red Caps are prized souvenirs proudly displayed at each race as a powerful symbol and unmistakable declaration of twin passions: sailing and Mount Gay Rum. Mount Gay Rum is proud to be sponsoring “AL”, a South African sailing yacht, and her experienced crew. Owned by Robert Van Rooyen, AL won the IRC Western Cape Regatta that took place outside Simon’s Town on Sept 21-24 this year.

MOUNT GAY SIGNATURE STYLE

Through centuries of experimentation the blending of singleand double-distillates has become an art for Mount Gay. Their master blenders pass down their knowledge from generation to generation, ensuring that talented successors are able to create the perfect balance of flavours required of Mount Gay Rum. MOUNT GAY BLACK BARREL RUM

The latest from Master Blender Allen Smith, Black Barrel is a small batch, handcrafted blend made of matured double pot distillates and aged column distillates. In a

process called finishing, the blended rum is then matured for a second time in deeply charred bourbon oak barrels. This unique process releases spicy aromas that are at once balanced and bold.

5 THINGS TO REMEMBER ABOUT MOUNT GAY RUM:

• Handcrafted from a blend of single column and double copper pot distillates, to provide the signature aromas, body and character.

• The oldest rum in the world, with 310 years of artisanal rum making expertise.

• Matured in bourbon oak barrels to enhance aromas, roundness and character.

• Selection of only the finest sugarcane molasses and pure water filtered through the coral heart of Barbados, to bring softness and refinement.

• A unique source of production in Barbados since 1703 to maintain the highest standards of quality.

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PLUGGED PLAYED

PURCHASED

BY YUPPIE GADGETS

Tel: +27 21 557 9958 | www.yuppiegadgets.co.za

B.I.Y (Brew It Yourself)

Forget your average tasteless swill, and get creative with the Brooklyn Brew Shop Beer Making Kits. Styled on traditional brewing methods, passed down for generations, it’s much more than a set-and-forget system.

Make like a medieval monk and brew your own beer. Get creative and try your own recipes.

MAGAZINE

Designed for the terrifically tiny kitchens of a New York apartment, this kit lets you do your brew almost anywhere. But unlike other ‘simpler’ brewing kits, the Brooklyn Beer kit focuses on providing a small-scale setup without dumbing down the process – so your brew stays true.

The initial mix will make about 10 beers, and the ingredients are easily sourced, so your glass need never be empty. Perfect for anyone interested in inventing an IPA or carefully crafting a cold one; get creative, add ingredients and enjoy the satisfaction of serving your very own suds.

R855.00

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GRAND ROCK HIGHBALL GLASS AND ICE BALL MOULD (8 PACK)

ON THE ROCK: The bottom of the glass has our ROCK which creates a natural liquid motion increasing the nosing of aromas

ICE BALL: Fill the included silicone mould to fill line and put in the freezer to make a single solid ice ball that outlasts traditional ice cubes

ROLLING: The shape of the glass makes rolling easy without spilling. A slight hand movement rolls the ice ball around the ROCK evenly and cools your favourite beverages to perfection Make ice balls 2” in diameter

Set Includes: 4 Grand Rock Glasses and 4 Ice Ball Moulds Glass Capacity: (500ml) CHAMPAGNE BUCKET AND

R425.00

BALANCING GLASSES:

This fun clear acrylic champagne bucket includes six bottomless flutes of different colours to help identify your drink!

The set comes complete with the full size Champagne Bucket, a lid which allows the bottle to stand upright in the bucket and also hold the glasses at the same time (the lid also doubles up as a carry tray) plus the six Champagne Flutes all packed in a very smart colour gift box.

A warm summer evening and a crisp bottle of fizz can go quite wrong though if the bottle gets warm so the Champagne Bucket and Six Balancing Glasses are just the ticket. Made from plastic so it is lightweight and portable for picnics. Each champagne flute features a coloured ‘spike’ stem.

The Champagne Bucket can be filled with ice to keep the bottle chilled and the clever trap can be used to carry the slotted-in glasses when serving, rest on the top of the bucket when not in use and impressively - balances the glasses on the ground. The flute’s stem can also be stuck in the ground as you enjoy your al fresco experience.

R425.00

BAR CADDY DISPENSER WITH LED LIGHT: Give a toast with this four bottle revolving liquor dispenser.

Your liquor of choice is gravity fed into each of the four dispensers.

Simply push up to dispense a perfect 1.5 oz. shot every time. Each dispenser has a built in ambience LED light for low light conditions.

The weighted chrome finished base will look great in any setting.

LED illumination when dispensing

Holds up to 13” (33cm) tall bottles

Push and pour perfect 1.5 oz shots every time!

Leak proof, spring loaded dispenser

Holds 4 bottles up to 1 litre each (32oz) Aluminium frame with sturdy base Revolves for easy dispensing

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R550.00

PANIC BUTTON

The Panic Alert Button has a loud built-in speaker and red light that illuminates with a Panic response. Let the Alert say it for you! There are 2 hilariously funny Panic responses that includes a siren and Ahhhhhhh! scream. With the velcro attachment you can securely attach the button to your car dashboard, desk or wall.

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The Panic Alert Button is the essential device to politely alert friends, family or work colleagues that things are out of control, and they should be panicking.

R105.00

CORKCICLE CLASSIC

Perfectly chilled wine every time.

Keeping your wines at just the right drinking temperatures—it’s a great dilemma. Too cold and it could mask the vintner’s uniquely crafted complexities. Too warm and the flavours may take a back seat to the alcohol. The answer to this perplexity? Corkcicle.

It keeps your lighter chilled reds at perfect drinking temperatures.

And it even brings those heavier room temperature reds down to more suitable drinking temperatures. Maintains chilled whites.

Cools down reds.

R265.00 VINTURI SPIRIT AERATOR

Enjoy your Spirit like you never have.

The more you appreciate fine spirits, the more you’ll appreciate the difference in taste. Flavour enhancements confirmed with undiluted Scotch, Cognac, Port, Tequila, Whiskey, Bourbon, Vodka, Gin, Rum, Brandy, Sake, and Liqeurs.

Includes integrated measuring jigger.

R 545.00

EKASI

STYLE BAR

BY BYGRANT GRANTMCDONALD MCDONALD

roastery. I flew to Cape Town to study at Origins Coffee, but when I decided I wanted to sell alcohol at the venue I had to apply for a liquor licence. The process was so painful that I couldn’t just sell alcohol in coffee, so I decided to change focus completely, going for more of a lounge feel.

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M: Were you in these premises from the beginning?

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THE BASEMENT LOUNGE REFLECTS THE QUIET ELEGANCE OF SOUTHERN JOZI WITH A COMFORTABLE SETTING, OFFERING AN UPMARKET SOCIAL EXPERIENCE AS AN OASIS FROM THE HUSTLE AND BUSTLE OF NORTH AND CENTRAL JOHANNESBURG. MUDL MET WITH OWNER NATHANE MOLAPO TO FIND OUT MORE ABOUT HIS VENUE AS IT SURGES ONWARD AND UPWARD INTO ITS FOURTH SUCCESSFUL YEAR. MUDL: Tell us the story behind Basement Lounge and how you came be in this business.

Nathane: We opened our doors on the 26th November 2010. We were aiming to be open before the World Cup but delays with licencing and other paperwork made it impossible. When it started, the concept was that the venue would be a coffee

N: Yes. When we moved in here it was just an open space that had never been used. I think the building owners wanted to use it for offices but no one wanted to have an office in a place like this. But it works perfectly as a lounge! So anyway, after I got my licence I started inviting my personal friends to bring their coolers and come together. At that stage all I was providing was sound, but soon it turned into a hangout spot, and it’s grown organically from there without a major marketing drive. We just concentrated on growing our database so that we can keep people informed of what’s happening at Basement Lounge, and this has helped us develop our upmarket clientele. This is important to us, and guests are often blown away by the calibre of people they meet here.

M: Have you always been in the bar and hospitality industry?

N: No, I’m actually a chartered accountant by profession but I have been involved in the alcohol business before. I used to do alcohol distribution, but not to the end consumer like we are doing here; this is my very first social venue.

M: I thought accountants were supposed to be boring!

N: [laughs] So I am told! Most people can’t believe that an accountant can provide an environment like this one, but here it is.

M: What type of food do you do here at Basement Lounge?

N: At the moment were are doing snack platters but we’ve just employed a chef, so soon we will be offering à la carte meals like fillet steak, for example.

M: What kind of drinks do your customers usually order?

N: We’ve positioned ourselves as a spirit lounge. As you can see behind the bar, we have a huge range of single malts, gin, vodka and all that. Guys come in here and order very high-end bottles of whisky and cognacs and we do sell quite a bit, but the funny thing is that at the end of the month, the brand that sells the most is Heineken, followed by Castle Lite and Johnnie Walker Black.

M: Cocktails?

N: We do sell quite a few Strawberry Daiquiris and Cosmopolitans but it’s not something that’s very big here. It’s still a work in progress; I want to get my guys trained up and eventually have a good cocktail offering for my guests.

M: Do you have many events here?

N: We do. In fact our launch was huge! Lira came to perform and we had to restrict attendance to invited guests only due to space constraints. Most of the Kaya FM and Metro FM DJs were here too so it was a great party. Since then we haven’t had too many live acts but we do have the space and we’re looking to do more of that soon. www.thebasementlounge-ataspen.com info@thebasementlounge-ataspen.com Address: Aspen House, Aspen Lakes Drive, Aspen Hills, Johannesburg

Nathane Molapo (owner)

“The making of single malt whisky is a sort of alchemy, the making of truly great single malt whisky is a form of magic�.

Follow the llnks for more info...

www.arranwhisky.com/age-verification www.facebook.com/pages/The-Arran-SA

Not for Sale to Persons Under the Age of 18.

INTERNATIONAL BAR REVIEW

AMERICAN SOCIAL BAR

BY GRANT MCDONALD

MAGAZINE

Address is: 721 E Las Olas Blvd, Fort Lauderdale, FL 33301

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FEW CAN QUESTION AMERICAN PATRIOTISM. WHETHER IT BE IN THE FORM OF A FLAG FLYING PROUDLY OUTSIDE A FRONT PORCH OR IN OTHER MORE SUBTLE WAYS, THEY WEAR THEIR NATIONAL PRIDE ON THEIR SLEEVE. ONE OF THE VENUES MUDL VISITED ON OUR RECENT US TRIP IS A MANIFESTATION OF THE LOVE AMERICANS HAVE FOR THEIR COUNTRY, HONOURING ITS RICH HERITAGE WITH WARM DECOR FEATURING GAS LANTERNS, ORIGINAL OLD-CHICAGO BRICK WALLS, AND A GOOD OLD-FASHIONED HANDCRAFTED IPE WOOD BAR.

Like a well-made cocktail, American Social Bar seems to have got the balance right. The décor is stylish yet comfortable and unpretentious, and although American iconography is everywhere (as

you might expect), it’s tastefully displayed. The food menu offers good variation from flatbread pizzas and skillet mac and cheese to lobster & crab lasagne or an arugula shrimp salad for the more adventurous.

In June 2012 American Social opened its doors under the ownership of Paul Greenberg and Rick Mijares. What’s great is that this venue never loses sight of the fact that it’s a bar. I find that some places can be guilty of placing too much emphasis on their food without keeping their drinks offering fresh and interesting, and this is certainly not the case with American Social Bar. Aside from an array of delicious cocktails, there is an awesome selection of the most popular libations on warm South Florida afternoons – beer. At the bar you will find a colourful assortment of beers on tap – some

“...there is an awesome selection of the most popular libations on warm South Florida afternoons – beer.”

Another area in which American Social Bar has achieved balance is in their pricing, finding that Goldilocks zone between cheap ‘n nasty and sell-a-kidney-to-buy-a-drink. All that any customer wants is good value for money and you won’t be disappointed on this front.

Everything about the layout of this 240 capacity venue geared towards creating a social environment. Obviously, I hear you say, it’s a bar, but some watering holes manage to get it wrong.

The central bar means a drink is not far away no matter where you are in the room, and the ample seating and cosy booths provide the perfect spot to nestle in for the night. Some of the tables have built-in beer taps and for a mere $120 per hour, you can help yourself. I didn’t see any such beer binge in action but I bet there have been more than a few rowdy evenings here.

Truth be told, I wouldn’t recommend this venue if you’re looking for a quiet candlelit dinner for two, but if it’s good pub fare and an wide choice of drinks you’re after, you can’t go wrong at the American Social Bar. It is what it says on the tin.

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more familiar than others – and for those looking to taste their collection of craft brews, they have a delightfully novel system. You can buy credit from the bar which is loaded onto a magnetic “key” that you can use to dispense your own beer from a selection of taps. Brilliant.

STRAWBERRY HONEY SMASH Glass: Bowl Slant Tumbler Method: Muddle, churn and pour

into sugar rimmed glass Ingredients: 37,5ml Vodka 4 Muddled strawberries 15ml Gomme syrup 12,5ml Honey liqueur 25ml Fresh lemon juice

Garnish: Sugared rim and a

fresh strawberry

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BAND

WATCH

Brought to you by:

BY SONJA MYBURGH Photo by Leigh Lobotomy

THE STELLA’S

DEAD LUCKY

F E AT U R E D V E N U E S

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THE PLACES WHERE YOU WILL DEFINITELY SPOT THE BEAST! Rumours Lounge 20 Palm Court, Cornelius street, Weltevreden Park, Gauteng 1709 www.rumourslounge.co.za R35 a double and Coke, R18 a Single and coke R15 a Shot Mitchells Scottish Ale House V&A Waterfront, CPT www.mitchells-ale-house.com R50 for 2 Double Kraken + Coke R55 for Kraken Pain Reliever

The Stella’s consist of Stuey Sleaze on Vocals and Rhythm Guitar, Pano Roller on Bass, Jim Hazard on Lead Guitar and Vocals and Ben Eagle on Drums.

Then in 2012 came LIVE CHARGE, their second release – the recording process caught their electric live performance and the album cemented them as punk rock sweethearts. You can pick up a copy of LIVE CHARGE at Look&Listen and head over to their website http://thestellasrocknroll.com/ In April 2013 they were invited to open for The Kooks (U.K.) to 6000 Joburg fans with 5GUM South Africa. They own every stage, from the sweaty dungeons of Jozi central to Oppikoppi, Splashy Fen and RAMfest alongside The Eagles of Death Metal and Gin Restaurant & Bar 12 Gleneagles Road, Greenside, Johannesburg www.gingin.co.za R80 for 4 ink bombs R14 per shot featured Cocktail Kraken Mojito

Rise Against. The Stella’s have one eye cast overseas and hope to take their music to the U.S., U.K. and Australia in the near future.

What weapon would you use to slay The Kraken?

Pano: My trusty jewel encrusted cutlass, of course.

Stu: Literally.. I would use my uncle because he taught me how to drink rum and he has expert abilities in the subject, together we could probably slay a bottle.. And metaphorically, to slay the actual sea beast, I would use the u.s navy because they seem pretty good at slaying things!

Jim: A harpoon gun Ben: Definitely a laser guided, diamond tipped harpoon gun.

Deluxe Coffeeworks 6 Rhoodehek Street, Gardens, CPT www.deluxecoffeeworks.co.za R20 for a Kraken Coffee

Merchants Shebeen 33 Long Street, Cape Town www.merchantsonlong.com R35 Kraken Mai Thai R29 Double Kraken + Coke Lucky Rodrigo Corner of The Hillside street and Alpine way. Pretoria www.luckyrodrigo.co.za Double Kraken and coke R35

Photo by Michael Ellis

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YOUTH IS DEFINITELY NOT WASTED ON THESE ROCKERS FROM JHB. HAVING SLOWLY EDGED THEIR WAY ONTO THE LIPS OF MOST, THE STELLA’S ARE NO STRANGERS TO HARD WORK AND DEFINITELY NOT AN OVERNIGHT SUCCESS. FORMING IN LATE 2008 THEY ARE INFLUENCED BY THE SOUNDS OF THE 1970’S PUNK SCENE AND COMBINED WITH THE SWAGGER OF IGGY POP AND THE STOOGES, THE STELLA’S HAVE A TRUE LUST FOR LIFE. SINCE THEIR 1ST RELEASE, CUT THROAT, IN LATE 2010, THE BAND HAS BEEN CEMENTING THEIR PRESENCE ON THE LIVE MUSIC SCENE WITH SOLID PERFORMANCES ALONGSIDE SOME OF SA’S BIGGEST NAMES

After much anticipation and a thundering show supporting Billy Talent at City Hall, Dead Lucky is finally launching their album, Sons Of Lazarus. The album was recorded with Brendyn “Rusty” Russouw at Heritage Studio, mixed by legendary Theo Crous and expertly mastered by multi Grammy award winning studio, Lurssen Mastering in California. Despite all the name-dropping this album, much like Dead Lucky’s live shows, will be a kick in the face and breath of fresh, raw, Rock n Roll. We expected nothing less.

Sons Of Lazarus will also be available for free download on their website, so be sure to follow @DeadLuckyBand on twitter and for more information visit: www.deadlucky.co.za

release the kraken Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

IN QUESTION

KAREN FULLERTON

BY GRANT MCDONALD

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M: As a Scottish lass, I’m assuming golf?

Global Brand Ambassador for Glenmorangie

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KAREN FULLERTON WAS THRILLED TO RETURN TO HER NATIVE SCOTLAND AND THE GLENMORANGIE COMPANY IN OCTOBER 2010, THE VERY PLACE WHERE SHE STARTED HER WHISKY CAREER AND PASSION FOR MALT WHISKY IN 2002. FOR KAREN, THE OPPORTUNITY TO BE PART OF THE INNOVATIVE AND AWARD WINNING WHISKY CREATION TEAM SPREADING THE WORD ABOUT GLENMORANGIE AND ARDBEG AROUND THE GLOBE WAS A DREAM JOB! During her previous spell with The Glenmorangie Company, Karen worked as an Ambassador in the UK and US, where under the guidance of her mentor Dr Bill Lumsden, Head of Distilling & Whisky Creation, she became an expert in sensory analysis and the intricacies of whisky production.

MUDL: How did you get into the liquor business?

Karen: I started off in the wine industry in England. But I actually wanted to be a sports teacher, initially studying sports science.

K: I do play golf, as well as hockey, running… the great outdoors. I just love sport but I decided to make it a hobby rather than a career, and I soon found myself selling wine. I did a course at the WSET (Wine and Spirits Education Trust) and that’s where I developed a real appreciation for taste and smell. It really opened up my senses. But it was in university that I got a taste for Scotch whisky.

M: How did you make the switch from the wine business to whisky?

K: I remember one day going up to visit my grandparents in Largs, Scotland, and on the way back I went into the whisky shop in Glasgow central and I got talking to the girl behind the counter. It turned out that she wanted to get into the wine industry and I wanted to move into whisky, and through that meeting I got my first dream job working for Glenmorangie in sales, covering north Scotland in 2002. I was then promoted to be the brand ambassador for America where I was stationed for 5 years.

M: How did you make the jump from sales to an ambassadorial role?

K: I was asked to apply for the job, and I think it was because I was just so passionate about Scotch whisky, always bugging Dr Lumsden to find out more information on why it tastes the way it does, and why one expression differs from another.

M: How did you enjoy America?

K: I remember being terrified about moving to New York because I was very happy being back in Scotland, but I’m really glad

I did it. It opened my eyes to the industry because the UK at that time certainly didn’t have the service level of the States. Seeing the attention to detail and the theatre of the serve, as well as meeting people so passionate about bartending was great.

M: You must have been a bit of a novelty as a Scottish lady in New York.

K: Yes, I did get a lot of attention, despite my lack of a distinct Scottish accent. I was initially nervous about giving presentations to the big boys of the industry over there, thinking they might not take kindly to a woman’s presence, but it was actually quite the opposite reaction; I got a very warm reception. It was a great experience but I am glad to be back home.

M: Did you cover the whole of America?

Surely not.

K: I did, it was quite full-on. I was in 2 to 3 states each week, floating around the country as far west as Honolulu, as far south as Puerto Rico and as far north as Canada.

I actually wonder how many bars I’ve been into in my life. It must be quite a few! Maybe one day I’ll open my own place… I certainly have good points of reference.

M: Do people drink Glenmorangie differently from state to state, and is there a difference between the way people drink it internationally?

K: Actually, for the most part it’s all the same; either on the rocks or with a splash of water. It’s a different story in Asia, where it’s mainly bottle service and many people drink it with green tea. Over there it’s more about the status associated with drinking Glenmorangie than the flavour.

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“ ... I was just so passionate about Scotch whisky, always bugging Dr Lumsden to find out more information on why it tastes the way it does, and why one expression differs from another.”

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M: How do you like it?

K: I prefer not to mix my Scotch as I want to experience the flavour and complexities; it’s what you drink it for, after all. That’s not to say I don’t enjoy cocktails, as long as the character of the base spirit comes through. One way I really enjoy drinking Glenmorangie is on the rocks with just the zest of an orange.

M: In all your travels you must have come across some bizarre places. Do any stand out in your mind?

K: How honest do you want me to be?!

[Laughing] No, I think it would have to be somewhere in Vegas. I remember one place, the name of which escapes me, where you are greeted by two ladies dressed as angels. If you order a bottle of wine they fly up to the ceiling on a pulley

system to retrieve it!

M: Closer to home, what are some of you favourite watering holes in Edinburgh?

K: Bramble Bar would definitely be on my list. There’s also a tiny, cosy traditional pub called Kay’s Bar that I go to because I like ales, and you are likely to meet a wide variety of interesting people. There is also a cracking place called the Old Chain Pier on the waterfront along from Leith, and one of my favourite spots is called the Shore Bar, also in Leith.

M: If you had to have Glenmorangie in a cocktail, which one would you choose?

K: Aside from the simple serve with an orange zest I mentioned earlier, I do enjoy a sour.

1738 ACCORD ROYAL A STORY OF ROYAL APPROVAL

MAGAZINE

BRAND REVIEW

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1738 ACCORD ROYAL, A SPIRIT ENDORSED BY KING LOUIS XV OF FRANCE WHICH TODAY DELIVERS A RICH, SMOOTH AND INCREDIBLY MELLOW COGNAC. A MAJESTIC EXPERIENCE. The story of 1738 Accord Royal is a tale of ultimate recognition.

It tells of the timeless and majestic quality of Rémy Martin Fine Champagne Cognac. Our story begins in 1724. It is in this year that Rémy Martin, a young vigneron (wine grower), founded his first vineyard in Cognac and launched a venture that would bring his name to the lips of connoisseurs worldwide. This was the era of the great European kings, formidable rulers of immense wealth and influence who wielded ultimate power and bestowed tributes on the honoured few. Against this backdrop of royal patronage, instince for the quality of Rémy Martin ensured that this fine cognac was soon being celebrated in the courts of King Louis XV of France.

However, the young Rémy Martin still faced a big challenge to his growing reputation. For this was also an era when the planting of new vines was banned throughout France to prevent a glut of wine.

So the ambitious Rémy Martin could not extend his vineyards – he was at an impasse. Fortunately, help was at hand. King Louis XV recognised the supreme quality of his fine cognac and decreed that Rémy Martin should be allowed to plant new vines on his land. The year was 1738. The decree granted was the Accord Royal. The rest is history.

Fast forward to the present day and the great House of Rémy Martin is the world leader in superior quality cognacs, and the number one cognac brand in France. A leader that remains true to its roots.

Indeed everything that the founder stood for is still cherished today within Rémy Martin, but it is magnified a hundred times.

The House of Rémy Martin is the only major cognac house that has direct family ties with the region of Cognac; and today it continues to create Fine Champagne Cognacs blended from grapes grown only in the Grande Champagne and Petite Champagne crus, the two most sought after growing areas in the Cognac region. Grapes from

Fine Champagne cognac is made from a blend of grapes exclusively from the Grande Champagne and Petite Champagne regions, with a minimum of 50% coming from Grande Champagne

It is a cognac of majestic smoothness and mellowness. In short, the 1738 Accord Royal is fit for a king. And, of all the contemporary cognacs, Rémy Martin 1738 Accord Royal is the one that best links the past with the present day. Inspired by the original act of regal recognition, Rémy Martin 1738 Accord Royal is the realisation of an enduring quest to reveal the heart of cognac: Fine Champagne Cognac.

THE COGNAC

Rémy Martin blends 100% of its cognacs from Grande Champagne and Petite Champagne grapes. These two crus of fine champagne cognac provide unique qualities which deliver the greatest ageing potential, and create cognacs of such harmony, opulence and length on the palate.

To make the most of these qualities, Rémy Martin remains committed to traditions of: • Fine distillation on the lees, in small pot stills to capture the aromatic heart of the grapes.

• Ageing our eaux-de-vie much longer than the minimum time required by law to achieve a superior level of taste and quality.

• Maturing our eaux-de-vie in even smaller than usual Limousin oak casks to reveal greater aromatic breadth and intensity.

• Nurturing our eaux-de-vie to reveal its full potential with the enduring passion of the Cellar Master, guardian of a craft handed down from master to master.

THE 1738 ACCORD ROYAL BLEND Rich, smooth and incredibly mellow – a majestic experience.

- The Blend 65% Grande Champagne, 35% Petite Champagne - The Colour Shimmering copper - The Aromas and Flavours Oak notes: An abundance of chocolate, cinnamon and ginger with hints of oak Fruity notes: Exotic flavours, candied oranges Floral notes: Lily of the valley - The Texture Round - The Finish A particularly mellow sensation

THE ENJOYMENT

Rémy Martin 1738 Accord Royal is a richer, smoother and mellower cognac. Rare and intense aromas combine with dense and vibrant textures in a perfect and very distinct cognac. It is a harmonious balance of aromas and tastes that create a long-lasting finish of up to eight minutes on the palate.

What’s more, with its deep shimmering copper colour, it is a feast for all the senses.

Enjoy it neat or on ice.It’s a cognac for shared moments with good friends.

the greatest ageing potential are combined with the traditional method of distilling on the lees, longer maturation in Limousin oak casks and the enduring passion of the Cellar Master, to reveal a cognac of such harmony, opulence and length on the palate.

Rémy Martin 1738 Accord Royal What is Rémy Martin 1738 Accord Royal?

Rémy Martin 1738 Accord Royal is a Fine Champagne Cognac of majestic smoothness and mellowness. It is a bigger cognac – altogether richer, smoother and mellower. People love it particularly for its unique mellow finish.

What is the 1738 Accord Royal Story?

1738 is the year when King Louis XV of France decreed that, despite a nationwide ban on planting new vineyards, Rémy Martin should be allowed to plant new vines on his land. Indeed, he was so impressed by the quality of the cognac created by Rémy Martin that in 1738 he granted him a royal charter – the Accord Royal. It confirms the heritage and the provenance of Rémy Martin as well as a 300 year commitment to the traditional methods of creating cognac and to an enduring quest to reveal the heart of cognac – Fine Champagne Cognac.

What is the 1738 Accord Royal taste profile?

1738 Accord Royal is quite a distinct cognac with a real harmonious balance of delicate but intense flavours: cinnamon, ginger, chocolate, vanilla, chestnut, toast, honey, exotic fruits and lily of the valley. This opulent range of flavours complements the long, lingering aromas. It is a combination of smoothness and intensity.

How do you drink 1738 Accord Royal?

Any way you like. Ideally neat or on the rocks. Just appreciate the richness and the incredible mellowness.

What differentiates 1738 Accord Royal From Other Cognacs?

1738 Accord Royal is the perfect example of Fine Champagne Cognac. Grapes with

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these vineyards offer the greatest ageing potential, and when combined with fine distillation on the lees, longer maturation in the cask and the Cellar Master’s savoir-faire, will ultimately reveal a cognac of unique aromatic intensity.

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IN QUESTION

FRED NOE

BY GRANT MCDONALD

The first hint that we were nearing the distillery was a large white barn with the Jim Beam logo emblazoned across it. A few minutes later we were parked right outside another branded building with a sign that read “American Stillhouse”. It is a beautiful structure, carefully designed to resemble the old rural shed-style buildings often used to house distilling equipment back in the olden days. It is part of the Jim Beam Heritage Centre, a recently completed multimillion dollar visitors’ experience that has more than doubled the number of tourists the distillery can accommodate – more than 200,000 a year.

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We waited inside the American Stillhouse, which doubled as an information centre and curio shop, until a bus arrived (also branded) to take us on a tour of the distilling operation.

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DRIVING THROUGH THE ROLLING GREEN HILLS OF CLERMONT KENTUCKY WAS A SURREAL EXPERIENCE. WE WERE ON THE WAY TO VISIT THE HOME OF A BRAND THAT IS AN ICON NOT ONLY IN THE LIQUOR INDUSTRY, BUT IN GLOBAL POP CULTURE – JIM BEAM. EVEN IN A COUNTRY LIKE SOUTH AFRICA WHERE WE KNOW FAR TOO LITTLE ABOUT THE BOURBON CATEGORY, MOST OF US WILL HAVE HEARD IT MENTIONED IN

MOVIES OR SEEN A BOTTLE STANDING CONSPICUOUSLY IN THE BACK-BAR DISPLAYS OF SOME OF OUR FAVOURITE BARS. JIM BEAM CAN BE FOUND JUST ABOUT ANYWHERE IN THE WORLD, AND HERE WE WERE DRIVING IN THROUGH THE FRONT GATE. NOT ONLY THAT, BUT WE WERE SOON TO MEET FRED NOE, CURRENT MASTER DISTILLER AND DIRECT DESCENDANT OF JIM HIMSELF.

In the capable hands of Erica, our tour guide, we were taken on a step-by-step journey through the bourbon-making process. Starting with the building blocks of corn, rye, malt and yeast (the same yeast strain that Jim Beam used during Prohibition). We were then taken through the fermentation process and introduced to clear “white dog” fresh off the still. After that the barrelling process and the influence of the wood was explained before we got to see a barrel emptied to reveal a rich amber liquid ready to be filtered and bottled.

Once the tour was over the bus deposited us back at the American Stillhouse where we perused the old photos on the wall, the limited edition bottles of bourbon and other interesting items on display. Then Fred Noe

MUDL: I’m sure you’re proud of all the Jim Beam varieties, but if you had to choose, which one do you have a particular soft spot for?

FRED: I like the Devil’s Cut; it’s kinda my baby. There are roughly 8 litres of bourbon still in the wood once the barrel has been dumped so we take the recently emptied barrels, fill it with 60 litres of water and roll it around in the sunshine. The heat draws this whiskey out of the wood, and this is called sweating the barrel. Then we take that water out, filter out the charcoal and reduce it to 45% ABV to produce a whiskey with more of a woody flavour. I learned this from an oldtimer when I was a kid at a distillery where my dad worked and we decided to bring it to market as the Devil’s Cut. M: That’s a great name.

F: Everyone knows about the angel’s share, which is the 4% lost to evaporation during the aging process, and one of our marketing guys suggested that we call what’s left in the wood the Devil’s Cut. M: Tell us about your Jacob’s Ghost brand.

That’s your baby too, isn’t it?

F: Actually it was a bunch of us who came up with that one. A lot of people were bottling white dog right off the still, so we took some and aged it for 12 months which made it much more palatable. We called it Jacob’s Ghost because ol’ Jacob Beam, my great great great great great great grandfather, was obviously not aging whiskey back in 1795; he was selling it straight off the still.

Those guys didn’t live long enough to age whiskey!

M: Tell us about your father, Booker Noe, and his affinity for small batch.

F: My father’s buddy, Elmer T. Lee over at Blanton’s, did single barrel, but Dad wasn’t a big fan of that technique because he wanted the flavour to be the same every time; he’d take a couple hundred barrels and mix them together for consistency. But now we’re seeing that people like not knowing exactly what the bourbon is going to taste like until you open the bottle and take a drink.

Elmer started the single barrel technique and it’s really grown in popularity. Elmer was a great guy. I think he, Jimmy Russell from Wild Turkey and my dad were the elder statesmen in the bourbon industry that set all of us up. They got the ultra premium stuff going, and got out on the road to tell people what bourbon was all about.

“ The first hint that we were nearing the distillery was a large white barn with the Jim Beam logo emblazoned across it. ” M: There seems to be a strong brotherhood between the various bourbon distillers.

F: Oh yeah, we’re all buddies. And we have the Kentucky Distillers Association where we aim to promote bourbon as a category. The marketing and sales guys are fighting like hell but us guys on the production side are all very friendly. If one of us needed a motor in the middle of the night we’d be able to call each other up for help. We’re not out to cut each other’s throats; if we get a chance,

we’ll help each other out. The growth of the category is to all of our benefit. Consumers are not that loyal to one brand. They will chop and change from brand to brand depending on their mood, but we just need to work together to ensure they stay within the bourbon category.

M: Who first stipulated that bourbon had to be made in America?

F: President Linden Johnson in 1964. It’s probably the only good thing that’s come out of Washington DC since Prohibition was repealed! [laughs]

M: Do the bourbon and Scotch distillers mix much?

F: We’re all pretty friendly. We give them hell over the skirts, and they give us hell, calling us barefoot hillbillies [laughs]. We’re all pretty passionate about whisk(e)y.

M: How do you like to drink bourbon, and do you enjoy cocktails?

F: I usually take it on the rocks with a splash of water to open it up. I do also enjoy cocktails. I like a good Old Fashioned or a fresh Whiskey Sour. I also like a good Manhattan, but the balance has got to be right. Too much vermouth and the drink is ruined. I don’t mind if the vermouth is underpoured though because I can drink bourbon right out of the bottle.

After chatting with Fred Noe about the Jim Beam brand, as well as the growth of the bourbon category internationally, he graciously signed a few bottles of his whiskey and other memorabilia for us to take away. Later that day we left feeling as though we had made a true connection with the Jim Beam brand and the rich heritage of the distillery, made all the more special by meeting the amiable Fred Noe.

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arrived and pretty soon we found ourselves in the incredible position of chatting to the great grandson of Jim Beam at the Jim Beam distillery. As you can imagine, it didn’t take long before the questions began to flow.

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A GUIDE TO DRINKING

WITH HEMINGWAY

BY JASON WILSON

FOR THE BETTER PART OF A CENTURY, A CERTAIN TYPE OF YOUNG PERSON HAS LEARNED TO DRINK FROM THE PAGES OF ERNEST HEMINGWAY. I SHOULD KNOW. I’LL SHEEPISHLY ADMIT THAT I WAS ONCE THAT CERTAIN TYPE OF YOUNG PERSON. “The Sun Also Rises” might do more to spark an interest in spirits and cocktails (and wine) in people like me than does an entire library of mixologists’ guides. Look back through my Spirits columns and recipes, and you’ll find Hemingway’s fingerprints are all over them, including the Negroni, the daiquiri and the Jack Rose.

Philip Greene, the Washington-based author of the new book “To Have and Have Another: A Hemingway Cocktail Companion” (Perigee), is a kindred spirit.

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“Hemingway introduced me to Campari. He introduced me to Valpolicella wine. In the 1980s, I was reading ‘Islands in the Stream’ while visiting my in-laws in Florida and decided to make Green Isaac’s Special — with gin, coconut water, lime juice and bitters,” Greene says. “The first time I had it, I thought, ‘This is cool. I’m drinking what Hemingway drank.’ ”

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Whatever one feels about the literary legacy of Hemingway, one thing is indisputable: The man was detailed and exacting in which drinks his characters imbibe, and the choice of drink is always important.

“We watched the beginning of the evening of the last night of the fiesta.

The absinthe made everything seem better. I drank it without sugar in the dripping glass, and it was pleasantly bitter.” So says narrator Jake Barnes in the waning pages of “The Sun Also Rises.”

At this point in the novel, Jake’s friends have beaten the hell out of each other, and the girl has run away with the bullfighter. Jake’s decision to drink absinthe “without sugar in the dripping glass” is no small thing.

Wasn’t it Aristotle who said — more than 2,000 years ago — that decisions define character?

“Every drink we order represents a small decision, and often more than one,” writes David Wondrich in the entertaining forward to Greene’s book. “Individually, they might be minor, but they add up, as do all the little decisions we make. . . . To order a mimosa in the morning is a very, very different thing from ordering a no-vermouth dry Martini.”

“To Have and Have Another” explores the work of Hemingway through more than 50 of his drinks, each one complete with the recipe and chapter references noting where they’re consumed in the novels and stories. For instance, we can find the Vermouth Cassis in “A Moveable Feast” (twice), in “The Garden of Eden” (Chapter 10) and in “A Farewell to Arms” (Chapter 13). How about the fine a l’eau (or brandy and soda): “The Sun Also Rises” (Chapters 1 and 10). The Negroni: “Across the River and Into the Trees” (Chapter 6).

“People ask me, ‘Could you do this with another author?’ I don’t think

“Gee-whiz” tidbits abound. Who knew that Hemingway was so wrapped up in the initial popularizing of the bloody mary in the 1940s? Greene cites letters that prove it. Who knew that the author and a pal tried to popularize a childish form of drinking called the carburetion: basically taking a shot of cognac after exhaling and then taking a deep breath with an open mouth?

Of course, no Hemingway cocktail book would be complete without the island drinks of his Key West days and his pre-revolution residence in Cuba. Most Hemingway fans are aware of how he drained away his later years on a bar stool in Havana, and many know of his affection for the daiquiri, drinks he popularized. The books and stories of that era might be inferior to the ones written years earlier in Europe, but Hemingway’s Cuban period remains the one embraced by drinkers.

Greene, however, has a particular bone to pick with one Cuban drink linked to Hemingway: the mojito. After all, a famous handwritten note hangs in a touristy Havana bar and reads, “My mojito in La

Bodeguita, My daiquiri in El Floridita.”

Allegedly the handwriting is Hemingway’s. Greene — whose day job at the Pentagon is as a trademark attorney for the U.S. Marine Corps — is not buying it.

“It annoys me that the mojito is the drink most associated with Hemingway. Yet you will not find the mojito in his prose nor in his letters,” he says.

Greene’s fascinating literary-booze study goes hand in hand with his work as a founding member of the Museum of the American Cocktail in New Orleans. In fact, Greene’s great-great grandmother was related to Antoine Peychaud, the 19th-century pharmacist whose Peychaud’s bitters are still used in a classic Sazerac and who is credited — incorrectly, Greene insists — with coining the term “cocktail.”

“There is so much more to cocktails beyond just the drinks,” Greene says. “There are stories. There’s history. There’s context. I’m interested in preserving these cultural artifacts.”

Hemingway, as his book shows, knew that better than anyone.

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so. Maybe Ian Fleming or Raymond Chandler, but no one else,” Greene says.

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CRAFT BEER

IN SOUTH AFRICA

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BY GRANT MCDONALD

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BEER IS FIRMLY ENSCONCED IN THE SOUTH AFRICAN WAY OF LIFE. IT TRANSCENDS CULTURAL AND SOCIO-ECONOMIC DIVIDES, LUBRICATING SOCIAL GATHERINGS OF ALL DESCRIPTIONS. GENERALLY SPEAKING, IT IS OUR STAPLE ALCOHOLIC REFRESHMENT, AND THIS IS REFLECTED IN THE VOLUME OF BEER WE CONSUME. ITS AFFORDABILITY AND DRINKABILITY MEANS THAT WE SWILL IT DOWN BY THE TRUCKLOAD, AND FOR YEARS, MOST OF US HAVE CONSIDERED OURSELVES FAIRLY KNOWLEDGEABLE ON THE SUBJECT OF THE AMBER ELIXIR. HOWEVER A RECENT TREND IS SENDING A FOAMY RIPPLE THROUGH SOUTH AFRICAN CONSUMERS THAT IS OPENING OUR EYES TO THE VARIETY AND COMPLEXITY OF THIS WONDERFUL BEVERAGE. WE THOUGHT WE KNEW OUR BEER. WE WERE WRONG. “Craft” is the new(ish) buzzword in SA beer circles. It started with Mitchell’s Brewery in 1983, with brands like Boston, Jack Black and Darling soon joining the fray. There have also been other pub-brewed beers that were popular for a time such as the Firkin and Paulaner breweries that have come and gone. However, many credit the guys at &Union being the first to make it cool to pay double the price for interesting-tasting brews that bucked our parochial concept of what it was to drink beer.

Not all that long ago, ordering a pilsner

instead of a lager was about as adventurous as most South Africans got when it came to beer. If we were feeling particularly bold we might have bought a milk stout or Guinness, and it was only the mavericks among us that would venture beyond the pale put firmly in place by SAB and, to a lesser degree, Brandhouse. But as the word “craft” became more prevalent, popping up on the social media timelines of opinion leaders at an ever-increasing rate, it began to stir the imagination of the SA beer-drinking public.

As interest slowly grew, so did the number of brands. But how does SAB feel about the emerging craft category? The answer may surprise you.

“We’ve been very supportive of craft beer,” says Dennis da Silva, trade brewer at SAB Miller. “An example is an initiative we started called Into Beer which is about bringing the craft brewers together. We invite all of them – I’d say 99% accept the invitation – and last year we flew them to George to show them our hop farms and visited the Mitchells microbrewery. The next morning we headed to Caledon to visiting the South African Breweries malting operation, as well as our barley breeding institute. On the third day we made our way down to the Newlands brewery to check out the historic brewery and malt house before taking a look at the new brewery to see how production takes place on a large scale. The idea is to give craft beer makers a feel for our contribution to brewing in South Africa and our commitment to beer.”

“Partnering with craft brewers is important to us because we want the beer category to grow,” Dennis continues. “It certainly has created an interest in the category; styles such as IPAs and other varieties have got consumers talking about beer, which is good for everybody in the industry. I don’t see SAB Miller as competition to craft; we all have our roles in the industry – home brewers, craft brewers, microbrewers and industrial brewers – and we’ve got to stick together for the sake of beer. It is the second most consumed beverage in the world by volume after tea; someone in this country has got to make it on a large scale, and that’s what we do.”

With an annual production capacity of 3.1 billion litres in SA alone, SAB comprises almost 91% of the market, craft constitutes roughly 0.01% of the beer produced in this country (approximately 3 million litres), with Brandhouse making up the remaining 9%.

It’s therefore important that the growth of craft is viewed in context.

Martin Tucker from The Beer Merchant is passionate about microbrewing, but is well aware of the big picture. “If you take a look at the volumes that it is doing now, it is probably 150 times what it was four years ago so it really is sky rocketing,” he says.

“But if you consider that there are probably 35 million beer drinkers in SA, only about a million are exposed to craft beer, of which maybe half drink regularly in venues that serve it, and many can’t afford it. So in the end you aren’t left with a lot of craft drinkers

It seems as though microbrewers are satisfied with carving out a niche in the market as purveyors of high-margin low-volume beer, and that suits South African breweries just fine.

As Dennis explains, SAB products are designed for ‘quaffability’, and their easy-drinking taste profiles translate into higher volumes. Craft beers usually have more hops and complexity, and while this creates interesting flavours, they are generally not as suited to drinking in massive amounts. But are craft beers justified in charging such high prices?

“Some of the craft brands are probably overpriced because you’re paying for the labels and the fact that they’re cool,” says Lucy Corne, author of African Brew, the consummate book on South African beer, “but some are made with entirely imported ingredients.

Devil’s Peak IPA is an example of a beer that imports all its hops and grain, and there is therefore a very good reason why it costs what it does. There are other brands that use mainly local ingredients bought from SAB, in which case consumers are paying for the branding, but economies of scale obviously mean that they will never be able to compete with SAB on price.”

Martin agrees, adding that the market is also contributing to higher prices. “Because guys are pricing their beers based on what other craft beers are asking, the public is never going to know if a product is made with local ingredients and costs R2 a pint to make,” he says.

“So you’re probably getting beers selling for R19 that should cost consumers R10, and you’re probably getting top-drawer beers also selling for R19 that cost R16 a pint to make.”

Now that we’ve painted a picture of craft beer’s positioning in the context of the SA beer industry, it’s probably time we define what it means to be a craft beer. The truth is no one really knows. As Martin explains, it seems like anyone who is smaller than SAB or Brandhouse and selling beer is calling their product ‘craft’.

“I prefer the term ‘microbrewery’ because it refers to a small operation,” says Martin.

“Having said that, SA law defines a microbrewery as producing less than 100 million litres, which is ridiculous – if you add up all the local microbreweries’ production

over the last 25 years and over the next 25 years, it won’t come to that much. The most widely used term is ‘craft brewery’ which, according to the American Craft Brewers Association, produces less than 6 million barrels, which is off the charts!”

A barrel in America holds just over 117 litres. To put this in perspective, 5 of the 7 SAB plants in South Africa qualify as craft breweries according to this classification.

“... 5 of the 7 SAB plants in South Africa qualify as craft breweries ...”

a stipulated distance from the production plant, and this creates massive loyalty within the local community.“

One thing that everyone seems to agree on is that there is no clear understanding of what it means to be a craft brewer in South Africa. The best we can do is borrow criteria from America that have little relevance to our market due to the vast differences in scale. Words like independent, hand crafted, small batch and local are thrown around a lot, but in the end, South African consumers tend to refer to all brands that aren’t SAB or Brandhouse as ‘craft’ and many are prepared to blindly pay a premium for it.

“People will drink something they consider to be craft beer, even if it tastes crap,” says Lucy. “There are some terrible beers out there coming from producers who don’t really know what they’re doing or they’re cutting corners with ingredients or sanitation, yet people will say they love it because it’s craft. I’ve had occasions when I’ve tasted a beer and said that the keg is off or contaminated, and the response is Oh but it’s craft beer and it’s supposed to taste different. Well it does taste different but not in a good way. There are certain recognised flavours that should never be in beer, yet I’ve heard this kind of thing so often at festivals, in some cases from the brewers’ mouths! It’s a big problem and there is definitely a need for a regulatory board, but I think that’s a long way from becoming a reality.”

Ultimately the responsibility lies with us as consumers to educate ourselves by tasting various styles of beer, reading about them or attending courses such as the College of Beer that Martin holds on a regular basis. Once we are armed with a better understanding of what constitutes a good beer we are less likely to be ripped off as producers won’t be able to charge the world for a substandard beer merely because it’s “craft”.

“Another definition is that the brewer needs to be independent and hands on throughout the beer making process,” Martin continues.

“The third point within the definition – one that is massive and a little dubious if you ask me – is that one owner within the business may not own 25% or more of another big liquor company. While this prevents the likes of SAB buying a craft brewery, it doesn’t stop them from buying 24.95% and giving it access to their resources, thereby affording it a huge advantage in the marketplace. A final definition that no one seems to subscribe to is that it’s got to be local. In the States there is something called radius brewing which means that the company cannot supply further than

“I often cop flak for occasionally drinking SAB, but sometimes on a hot day there is nothing better than a cold, crisp lager,” continues Martin, his passion starting to bubble over. “Variety is the spice of life, and it really grates my cheese when people say that a certain craft beer is better than a local lager; they are showing that they know nothing. Comparing Castle Lager with Darling Native Ale, for example, is like comparing white wine with red wine or hamburgers with steaks. You can only judge a beer against other beers of the same style.

Once people start to understand this a lot of the politics behind the craft beer movement will change, because even the most staunch craft drinker who refuses to touch an SAB beer gets thirsty on a hot summer day.”

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and it’s essentially a dot on the horizon. In fact, I heard a rumour that there are only 17 thousand craft drinkers in South Africa. This may surprise some people, but the reason it is perceived to be bigger is that many of these consumers are very active on social media and are opinion leaders. That said, the growth of microbrewing is certainly something to be excited about.”

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PIPER-HEIDSIECK | AN ALLIANCE

OF TRADITION & MODERNITY BRAND REVIEW

AT PIPER-HEIDSIECK, DARING IS OBLIGATORY AND QUALITY IS COMPULSORY.

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SINCE 1785, WHEN FLORENS-LOUIS HEIDSIECK FOUNDED HIS MAISON WITH THE AMBITION OF “CREATING A CUVEE WORTHY OF A QUEEN”, INNOVATION HAS ALWAYS GONE HAND IN HAND WITH TRADITION. THE PIPER-HEIDSIECK LIGHTBOX IS SYMBOLIC OF THIS.

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This new wine case is in keeping with the history of Maison Piper-Heidsieck which has always paid particular attention to its presentation boxes ever since 1885, when Pierre-Karl Fabergé, goldsmith to the Tsars, designed a bottle set with diamonds, gold and lapis lazuli, to celebrate the 100th anniversary of the Maison.

The Lightbox takes its inspiration from the Maison’s new head offices, designed in 2008 by Jacques Ferrier, the architect of the French pavilion at the 2010 Shanghai World Exhibition. The building is bright and airy, open to the Champagne countryside and enclosed in a gold coloured mesh, echoing the effervescence of the wine which inspires it. The clean-cut lines of this understated glass building express the modernity of Maison Piper-Heidsieck, its openness to the world and its reputation. Taking inspiration from this building, the Lightbox creates a new way for the Maison to share its values with lovers of excellence and audacity.

This year the audacity takes the shape of a gift box inspired by Jacques Ferrier’s mesh which brings together all the ingredients for a champagne celebration in a single object.

The Lightbox, a chiller box, keeps the wine at the ideal temperature for drinking, between 10 and 12˚C, while its metal lid transforms into a candle holder, emitting a cheerful and elegant light as you drink.

This audacity is coupled with the excellence of the champagne, since 2002, Régis Campus, eight times voted Sparkling Winemaker of the Year at the prestigious International Wine Challenge, has orchestrated all the expertise of the Maison Piper-Heidiseck. A taste the required passion and rigour! For two hundred years, consistent quality has been the trademark of Piper-Heidsieck Champagne: structured, full-bodied and bursting with fruit.

GLENFIDDICH

LIQ

UI

GROOVE LOUNGE

DL

IFE

ST

1 OCT | BENTLEY BAR | CPT

YL

E

FAMED FOR BEING ONE OF THE FEW REMAINING WHISKY DISTILLERIES STILL RUN BY THE FOUNDING FAMILY, THE WORLD’S MOST AWARDED SINGLE MALT WHISKY CELEBRATES ITS 125TH YEAR ANNIVERSARY. TO MARK THIS ACHIEVEMENT, GLENFIDDICH ARE HOSTING A NUMBER OF GROOVE LOUNGE EVENTS ACROSS SOUTH AFRICA.

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On Tuesday 1st October, VIP guests gathered for the Glenfiddich Groove Lounge Series at The Bentley Oyster bar & Bistro in Claremont, where they were treated to a premium one-on-one tasting experience, canapés and entertainment by local DJ Leighton Moodey, ensuring the evening ended off on a high note on the dance floor.

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Jezz. Glenfiddich Ambassador Norma-Jean & Devon

Andile & Sinazo

INDUSTRY PERSONALITY

YIANNIS STRATOS

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REGIONAL DIRECTOR FOR EUROPE, MIDDLE EAST & AFRICA AT JOSE CUERVO INTERNATIONAL

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YIANNIS HAS BEEN WITH JOSE CUERVO INTERNATIONAL SINCE JUNE 2009 AS THE REGIONAL DIRECTOR FOR EUROPE, MIDDLE EAST AND AFRICA FOR BOTH DOMESTIC AND DUTY FREE BUSINESS.

Yiannis has extensive experience in the spirits industry having worked in it for more than 15 years in various marketing, trade marketing and commercial roles.

During his career, he has spent 10 years with Diageo in Greece and North America, based in Athens and New York respectively. He has also worked outside the spirits industry with L’Oreal and T-Mobile in marketing.

Yiannis holds a Bachelor’s degree in Statistics from the University of Piraeus and a Master’s degree in Marketing from the Athens University of Economics and Business.

He enjoys spending time with friends and playing sports, especially running. He loves billiards and has been a professional billiards player in the Greek league.

QUESTION: Jose Cuervo International (JCI) is still run by the direct descendants of José Cuervo. How much does this tradition of family involvement in the business affect the ethos and working environment at JCI?

Yiannis: This is probably the most important factor of the success of our brands. We really operate with strong family values in everything we do. This differentiates our company compared to other successful international brands that are owned by big multinational groups. Jose Cuervo is a family business and we all take a great deal of pride feeling part of the Cuervo Familia.

No shareholders…just real people with real passion for tequila.

Q: Jose Cuervo has a proud history, and was hugely instrumental in establishing the tequila industry. Tell us a bit about that.

Here are a few facts about Jose Cuervo 1758

1795

1880

1889

1997

José Antonio de Cuervo obtains the property title to a parcel of land in order to cultivate and harvest the Blue Agave plant.

José Maria Guadalupe de Cuervo is granted the first concession to produce tequila commercially.

Individual bottles are introduced for tequila distribution, replacing the damajuanas previously used.

Bottles make it easier to transport tequila across the Mexican/American frontier.

Mexican President, Porfirio Diaz awards Cuervo its first gold medal for the quality of its tequila produced.

Cuervo’s output reaches 50 million liters of tequila, of which 76% is exported.

Today Jose Cuervo is controlled and operated by the Beckmann family, direct descendants of Jose Cuervo, Juan Beckmann Vidal & Juan Domingo Beckmann Legorreta.

Q: In your opinion, what do brands that enjoy long-term success do differently to brands that burst onto the market before fading away shortly thereafter?

Y: I strongly believe that heritage and quality are key factors for the longevity of brands.

Brands that have roots and strong heritage enjoy long-term success.

Q: JCI has since branched out into other liquor categories. Which brands that South Africans might be familiar with are part of your stable?

Y: We have introduced 2 great brands in South Africa: The Kraken and Boodles Gin. Q: Are there plans to bring any other products into SA in the near future? Or is that top secret?

Y: Top secret…

Q: What do you look for in a local importer?

This is a very easy one… we look for partners that share the same values with us. We want to work with passionate people that want to succeed. Another key factor is family spirit… we prefer to work with real people that love what they do.

Q: You obviously travel a lot for work. What are some of your favourite countries to visit?

South Africa is definitely up there! It is a fantastic country and I really believe that there is still a lot of room to grow for all the brands in our portfolio.I enjoy very much going to Spain, Italy and Turkey. I guess these markets make me feel like I am home.

Q: What’s your overall view on the South African market?

Y: It is a great market, very dynamic and changing rapidly. It represents a great opportunity market for the years to come for our portfolio and for premium international spirits in general.

I strongly believe that South Africa can be one of our most successful international markets in the next few years.

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Y: The company was founded in 1795 by José Maria Guadalupe de Cuervo (yes, he was a real person, but you knew that, right?). This makes it the OLDEST tequila in the world! That means we are the creators of tequila, which we think is pretty cool. we also sell far more tequila than any other producer. Ok, so we are No.1 in the world, but more importantly it shows that we know what we are talking about.

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BY SHAUN DUVET

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DARK MARKETING, AND HOW ALCOHOL BRANDS CAN USE IT TO THEIR ADVANTAGE

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THERE IS MUCH SPECULATION CURRENTLY ON THE ADVENT OF DARK MARKETING [THE BAN ON TRADITIONAL ALCOHOL ADVERTISING AND HOW IT WILL IMPACT ON OUR ALCOHOL INDUSTRY, GIANT BRANDS, AS WELL AS THE ADVERTISING INDUSTRY AND ECONOMY AS A WHOLE. The two areas that will obviously feel it most, firstly, will be our economy in terms of overall impact to the advertising workforce.

According to the latest AdDynamix data an estimated R1.73 billion in 2011 and R1.8 billion in 2012 was spent on liquor advertising alone. What is significant about these amounts is that it only represents above-theline (ATL) advertising expenditure, meaning mass-media space that is bought by the advertiser. Below-the-line (BTL) advertising, which includes amongst others, consumer and sales promotions are excluded from these amounts, if below-the-line advertising and sponsorships are included this figure is likely to amount to R4.4 billion (2011 prices).

The second biggest impact will be towards our large alcohol brands, of which, three main players control 80% of the alcohol market (export, advertising and consumption) in South Africa. They will need to be far more discreet and enigmatic when it comes to visual

branding and advertising; the overt brand ads we see now will be a thing of the past.

Having visited most of the big global music festivals, this is not a new issue facing alcohol brands. Not only from a legislative perspective, but also a modern-day marketing one. The youth of today, being as brand and market savvy as they are, are immune to the power of billboards and inyour-face branding. As such, brands have had to become more creative when reaching out to them and this has resulted in some amazing brand activations and experiential sponsor activities at massive events.

A great example of this is the Heineken House done by the brand at Ultra Music Festival in Miami 2013. I was there and watched Heineken consumers, myself included, being taken into a mini club within the Ultra Festival space for a full on Heineken experience. Customers were treated to a VIP experience within the festival that incorporated hospitality, incredible lighting and a maze that took you out onto a platform that over looked the main stage.

Another example is the Red Bull Flight Deck also done at Ultra Music Festival. The brand created a VIP experience over the front of house P.A. system that had the best view of the stage. Customers could essentially get a view of the stage from the perspective of the lighting and audio technicians (which not many festival-goers get to see), and even higher up with incredible hospitality service.

The Flight Deck was kitted out with bespoke bars, LED walls, waitresses and VIP seating and service.

There is also the opportunity for brands to create new properties, or sponsor existing ones on an annual basis to create a synergy between the two. There are few South Africans that don’t associate the annual Met horse-race with a certain whisky brand, or one of South Africa’s largest sporting, and certainly biggest cycling, events with a daily paper. These brands have created such a strong synergy with the event that people automatically associate the brand name with the event, even without an obvious logo being seen.

The opportunities are endless...

So rather than seeing only the negative side of the advent of dark marketing, which anyway is still far from being finalised, the advertising and liquor industries as a whole should focus on the opportunities this may provide, creatively and for sponsorships, and work on new ways to communicate with their consumers.

“Just as the leaking of the Control of Marketing of Alcoholic Beverages Bill was premature, so is any comment on what the eventual bill will look like – whether it be an entire or partial ban. What’s not premature however is the acknowledgement that marketers in the alcohol industry need a Plan B. If above-the-line marketing, such as TV and Print Ads, Billboards, Radio, Event and other Out-of-Home Advertising is going to be prohibited or even heavily regulated, brand marketers need to open their avenues of communication.” - i_Prospect

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THE DISCOVERY OF CHARRED OAK

A FISHY TALE

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BY GRANT MCDONALD

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UNDOUBTEDLY, ONE OF THE GREATEST CONTRIBUTORS TO THE SMOOTH, COMPLEX FLAVOURS OF BOURBON IS THE FACT THAT IT’S AGED IN CHARRED OAK BARRELS. IT’S WIDELY ACCEPTED THAT THE BENEFITS OF AGING WERE STUMBLED UPON WHEN THE WHISKEY WAS FORCED TO SIT IN THE WOOD FOR MONTHS ON END DURING ITS TRIP DOWN THE OHIO RIVER TO THE MISSISSIPPI, BUT HOW THE CHARRING ELEMENT WAS INTRODUCED IS LESS CLEAR. ONE OF THE MORE INTERESTING – AND SADLY, LEAST PLAUSIBLE – STORIES INVOLVES A BAPTIST PREACHER BY THE NAME OF ELIJAH CRAIG. A charismatic fellow, Elijah was ordained as a minister in 1771 and soon went about spreading the Word with vigour, twice getting arrested in South Carolina for his efforts.

After a while he decided to leave for the Virginia colony with his brother’s “Travelling Church” in search of new opportunities and freedom from what he considered religious persecution. Elijah was an enterprising man and was soon involved in a number of business ventures, one of which was a distillery.

There are a couple of versions as to how Elijah discovered the wonders of charred oak. One story goes that a whole lot of his barrels were accidentally burned in a fire and, not wanting to waste money, he decided to use them anyway. Another describes how he was recycling old fish barrels, charring the wood beforehand. Either way, his actions appear to have been more motivated by frugality than a desire to improve the quality of the whiskey, and the breakthrough innovation was a happy accident.

Regardless of how he got the idea of charring barrels, or whether he invented it at all, Elijah Craig was one of Kentucky’s first industrial whiskey makers, and his prominent role in the development of the industry is beyond dispute.

But is he the “Father of bourbon” as some people claim? Probably not.

AMERICAN WHISKEY

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RELEASE

WE IN SOUTH AFRICA NEED TO GET ONE THING STRAIGHT – INTERNATIONALLY, AMERICAN WHISKEY IS HUGE.

HISTORICALLY, DOWN HERE IN DEEPEST DARKEST AFRICA, THE ONLY ATTENTION WE GOT FROM THE FIRST WORLD WAS A SPOT OF JOLLY GOOD COLONISING FROM THE BRITISH EMPIRE, SO IT’S UNSURPRISING THAT MUCH OF OUR IMPORTED LIQUOR IS OF EUROPEAN DESCENT. SURE WE ENJOY OURSELVES A JACK DANIEL’S FROM TIME TO TIME, BUT BEYOND THAT THE NOTION OF SAVOURING AN AMERICAN WHISKEY IS AS FOREIGN TO MANY OF US AS THE LAND FROM WHENCE IT COMES. Even though Hollywood has captured the imagination of the world, presenting America as the land of glamour and adventure where bad-ass cops and blingin’ ganstas are on every corner, it seems most people turn to the “old world” for quality and heritage. Designer clothes and top of the range cars almost always come from places like Italy, the UK or Germany, and this perception of Europe as the source of premium extends, in many instances, to liquor.

But take a trip across the pond and you’ll get a whole new perspective. In America, bourbon is the tipple of choice.

It’s their national spirit and they have every reason to be proud of it. It’s bold, distinctive and in many instances, wonderfully complex.

Throughout the world brands like Jim Beam, Woodford Reserve, Maker’s Mark and Wild Turkey are household names, with more and more people developing an appreciation for American whiskey. If you enjoy your dram, we invite you to work your way through a few American whiskeys. You’re sure to be impressed.

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THE HISTORY OF

BOURBON

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ALTHOUGH THERE ARE A NUMBER OF STORIES AND LEGENDS CLAIMING TO PINPOINT THE ORIGINS OF BOURBON WHISKEY, THEIR CONFLICTING NATURE AND THE LACK OF DOCUMENTATION ON THE SUBJECT MAKES IT OFTEN DIFFICULT TO SEPARATE FACT FROM FICTION.

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A name that often crops up when discussing the early days of American whiskey is Elijah Craig. Born in 1743, he became an outspoken Baptist reverend who, it is believed, consulted with future American president James Madison on incorporating religious freedom into the Virginia state constitution. An astute businessman, he is also credited with starting Kentucky’s first paper mill, fulling mill and lumber mill, among other enterprises. But the one of the biggest, and perhaps most dubious, achievements attributed to him was that he invented bourbon whiskey. The legend goes that, although it wasn’t uncommon for clergymen to make whiskey from excess grain they received in tithes, Craig was the first to char used oak barrels, thus discovering the key bourbon’s distinctive colour and flavour. However, the fact that he purchased a whiskey distillery in 1785 at a time when there were a number of people making bourbon whiskey and that lack of evidence to suggest that he was making whiskey any differently to his contemporaries has led most historians to dispute his status as the inventor of bourbon.

It is universally accepted that the spirit evolved over time under the influence of many different people. After the American Revolution many people began to push west in search of new places to settle in the late 1700s. They were soon joined by Pennsylvanians looking to escape the Whiskey Excise Tax imposed by the new US Constitution under the presidency of George Washington. Many of them were farmers who had been using their excess grain to distil whiskey for the purpose of barter – as well as personal use, of course – and it is fair to assume that they had as big a hand in the development of bourbon whiskey as any. Bourbon County was formed on October 17, 1785, named after the French House of Bourbon in return for France’s allegiance during the Revolutionary War. The borders of quite different today; in 1786 the original Bourbon County covered most of what is now north eastern Kentucky but was still part of Virginia. In the time the area was subdivided into smaller counties and became known as Old Bourbon. Ironically, there is no bourbon whiskey being made within the present-day boundaries of Bourbon County The main Ohio River port from which whiskey and other products were shipped happened to be situated in Old Bourbon and, as such, “Old Bourbon” was marked on the barrels to indicate their origin.

As it was made mostly from corn (maize), it had a distinctive flavour, and the name bourbon came to be used to distinguish it from other regional whiskey styles, such as Monongahela, a product of western Pennsylvania. When the borders were redrawn in 1789, the river port, originally known as Limestone, now Maysville, became part of Mason County.

“It is universally accepted that the spirit evolved over time under the influence of many different people.”

These days the United States closely protects its sole right to produce and export bourbon, declaring it in 1964 to be a “distinctive product of the United States.” To meet the legal definition of bourbon, it must be created with at least 51% corn, and aged in new oak barrels. There are two types of bourbon whiskeys: straight and blended. Straight bourbon means that it has been aged for a minimum of 2 years and has no other colouring or flavouring added.

Bourbon that is labelled as straight that has been aged less than 4 years must be labelled with the duration of its aging. Blended bourbon whiskey can contain other flavouring or lengthening spirits, but must be at least 51% straight bourbon.

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EXPLORE

KENTUCKY BOURBON TRIP PLANNER

We recommend at least three days exploring our distilleries as it will allow plenty of time to complete your Kentucky Bourbon Trail Passport, visit some of our Kentucky Bourbon Trail Craft Tour members, take in a horse farm or other unique Bluegrass attraction and enjoy classic Kentucky cuisine, cocktails and culture.

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While the Kentucky Bourbon Trail Tour has no beginning or end, it’s probably best to plan your trip based on the charming communities and cities where you’d like to spend the night. There’s something for everyone – big-city nightlife, quaint country town, bourbon-themed hotels and historic bed & breakfast accommodations.

Like all great journeys, the Kentucky Bourbon Trail experience wouldn’t be complete without a passport. Pick up a free souvenir passport at your first distillery stop, collect stamps from all seven distilleries, and we’ll send you a complimentary Kentucky Bourbon Trail T-shirt to commemorate your visit.

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Here are some tips and suggestions to plan your Kentucky Bourbon Trail adventure.

IN 1999, THE KENTUCKY DISTILLERS’ ASSOCIATION FORMED THE KENTUCKY BOURBON TRAIL TOUR TO GIVE VISITORS A FIRSTHAND LOOK AT THE ART AND SCIENCE OF CRAFTING BOURBON, AND TO EDUCATE THEM ABOUT THE RICH HISTORY AND PROUD TRADITION OF THE AMERICAN SIGNATURE SPIRIT. In 1964, Congress officially recognised Bourbon’s place in our history — and future — by declaring it a distinctive product of the United States. Or, as they say in Kentucky, “America’s Official Native Spirit.”

Today, bourbon is a signature industry that helps create 9,000 jobs, generates more than $125 million in tax revenue each year and is a growing international symbol of Kentucky craftsmanship and tradition. Bourbon tourism is skyrocketing too, with nearly 2.5 million visitors from all 50 states and 25 countries to the worldfamous Kentucky Bourbon Trail Tour in the last five years alone.

Day 1

Lexington

Alltech’s Town Branch Distillery, named after the limestone stream that runs through the city, is your first stop and the newest addition to the Kentucky Bourbon Trail family. You won’t be disappointed by the tour of this stunning new distillery in the centre of downtown Lexington near Rupp Arena and the Lexington Visitor’s Centre. Make sure to sample their Bluegrass Sundown, a popular bourbon-infused coffee drink, while learning about the city’s deep bourbon roots and Bluegrass heritage. If you have time, pop over to Barrel House Distilling Co., less than a mile away from Town Branch.

It’s one of the founding members of the Kentucky Bourbon Trail Craft Tour and features an American whiskey, Pure Blue Vodka, rum aged in bourbon barrels and more.

Versailles The scenery doesn’t get much better here in Woodford County, home of several Kentucky Derby winners, dozens of beautiful thoroughbred farms and even a genuine castle!

A breath-taking drive past some of the world’s fastest horses will bring you to the historic Woodford Reserve Distillery. Afterwards you can jump on the hourly Bourbon Discovery Tour.

Call ahead for availability and reservations for the extended National Landmark Tour and the Corn to Cork Tour that are offered at different times of the week.

While at Woodford Reserve, grab a bite from the seasonal offerings of Picnic on the Porch. The daily fare usually includes Kentucky favourites such as country ham, barbeque and homemade desserts. For something different, head back to downtown Versailles, check into the Woodford Inn and feast in the onsite restaurant, Addie’s Restaurant & Bar.

Day 2

Lawrenceburg

Time to give ‘em the bird! They’ve been making whiskey in Anderson County for centuries, and two historic distilleries are waiting to share their timeless secrets. Lawrenceburg is only a few miles from Lexington, where Wild Turkey Distillery sits atop the Kentucky River.

Take a wonderful tour of their new state-ofthe-art distillery — the first built from scratch in Kentucky since Prohibition — and look for legendary Master Distiller Jimmy Russell roaming the grounds. Jimmy’s been crafting bourbon for 60 years and is always willing to sign a bottle or pose for a picture.

Just eight short miles away is Four Roses Distillery, named the “American Distillery of the Year” by Whisky Magazine for four straight years. You’re sure to fall in love with the romantic story behind this iconic brand and the unique Spanish Mission style architecture. Stop and smell the roses – literally – that are abundant on the grounds, or chill out for your own “mellow moment” in the gazebo and barrel swing.

Danville

With every Kentucky Bourbon Trail distillery within a 90 minute radius of this historic area, Danville-Boyle County makes the perfect hub for your bourbon experience. Danville-Boyle County has many idyllic main streets and historic attractions, in addition to its wealth of shopping, dining, and world-class entertainment venues like the Norton Centre for the Arts and Pioneer Playhouse. So after your distillery visits are over, stroll through town visiting the many museums and even microbreweries, and be sure to check the calendar for one of Danville’s famous events like the Great American Brass Band Festival or the Kentucky State BBQ Festival.

If you’d rather get a jump on the next round of distilleries, take the Bluegrass Parkway and head towards Bardstown, the Bourbon Capital of the World, or Shepherdsville in Bullitt County, the home of Jim Beam. Both cities are Official Trailheads of the Kentucky Bourbon Trail.

Lebanon

Lebanon is the geographic centre of Kentucky, and now an Official Trailhead of the Kentucky Bourbon Trail. There’s a lot of history in this small town with the Civil War Trail and the John Hunt Morgan Trail. Grab a snack downtown and then stop by the beautiful Limestone Branch Distillery, a founding member of the Kentucky Bourbon Trail Craft Tour. Steve Beam and his crew will let you sample some of their handmade “sugar shine” products.

Loretto

Next, head down the winding roads to the home of Maker’s Mark Distillery, a National Historic Landmark nestled in the rolling hills of Marion County. There are plenty of signs to get you there in time to dip your own souvenir bottle in their signature red wax. This is one area of the tour where cell coverage is a little spotty, so put down the phone and enjoy this can’t-miss stop and its picturesque grounds, Whisky Creek and educational tour.

Bardstown

On the outskirts of Bardstown, an Official Trailhead of the Kentucky Bourbon Trail, you will see the Heaven Hill Bourbon Heritage Centre. Here you can choose between several different tours, including two supplementary tours: Trolley Tour and Behind the Scenes Tour. At the conclusion of each tour you get a complimentary tasting in the barrel-shaped tasting room. Before heading back downtown, drop by Willett Distillery, only a stone’s throw from Heaven Hill Distilleries.

You are now in Bardstown, the Bourbon Capital of the World, and the recently voted Most Beautiful Small Town in America! Don’t miss an opportunity to dine on classic Kentucky fare in the Old Talbott Tavern, have a nightcap in the “world’s oldest bourbon bar”, and even spend the night if you feel so inclined.

Shepherdsville

At this point you only need one more stamp to get that Kentucky Bourbon Trail t-shirt. Jim Beam Distillery is your last stop, but we hope you saved some strength because you will not want to miss a second of this experience! Step into the new Jim Beam American Stillhouse to begin the interactive, multi-sensory tour.

Shepherdsville is a perfect and convenient place to lay your head after so much bourbon education–making it an Official Trailhead of the Kentucky Bourbon Trail.

Louisville

Just up I-65 is Louisville and also an ideal place to celebrate completing your passport. The Louisville Marriott East is Kentucky’s only bourbon themed hotel. Ask about booking the bourbon suite complete with bourbon barrel decor. Enjoy a “bourbon of the day” and other nightly drink specials at Charr’d Restaurant and Lounge.

Obviously, you can reverse course or pick and choose to make your own itinerary; this is only a suggestion.

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Day 3

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WHISKY CORNER

THE BOURBON REVIEW

MAGAZINE

BY PATRICK LECLEZIO

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IT’S THE END OF THE WEEK, A THANKG O D - I T ’ S - F R I D AY KIND OF FRIDAY. THE SHACKLES ARE OFF, IT’S TIME TO CUT LOOSE. YOU WALK INTO A BAR (WHERE ELSE!). THE VIBE’S ELECTRIC… IT’S CALLING TO YOU. FIRST THINGS FIRST THOUGH. LIKE A COWBOY WHO’S CROSSED THE BADLANDS AND MADE IT TO THE OTHER SIDE YOU DESERVE TO SLAKE YOUR THIRST WITH A GOLDEN ELIXIR. YEP, YOU’RE GOING GET YOURSELF A BOURBON - A FREEWHEELING ALL-AMERICAN SHOT-GLASS CHARGING PARTY STARTING GULLET LUBRICATING LIQUID BULLET OF A BOURBON (AND A DOUBLE AT THAT!) - TO KICK THE EVENING INTO GEAR, NO QUESTION. BUT WHICH BOURBON? EXPERIMENT BY ALL MEANS, BUT DON’T JUST BE ARBITRARY. HERE’S WHAT YOU NEED TO KNOW. I recently gathered together a panel of esteemed whiskey experts - guys who can tell their Jim from their Jack, and who know the latter well enough to call him John (in the best Pacino tradition, hooah!) – to review most of the bourbons available to us on the local market, an array which included the following: Jim Beam White and Black, Jack Daniel’s Gentleman Jack, Slate, Blanton’s Single Barrel and Straight from the Barrel, Buffalo Trace, Knob Creek, Eagle Rare, Maker’s Mark, WL Weller and Woodford Reserve, in no particular order (and not counting a few wildcards, about which more later).

At this stage though, before ploughing into our impressions of these dozen contenders, it might be useful to set the scene - context can be a game changer. So then, what is bourbon, and how does it fit into the greater whisk(e)y family?

For a whiskey to be called Bourbon it must be produced in the United States (anywhere, but usually Kentucky), be made from a mashbill (recipe of ingredients) containing at least 51% corn, and be aged in new, charred oak barrels, amongst other more technical statutory necessities. This requirement for virgin wood has created a nifty symbiosis with the Scotch whisky industry, which purchases the once-used cast-offs for their own maturation purposes. It also means however that the bourbon flavour spectrum is by regulatory definition more limited than many other whisky styles, which use casks seasoned with everything from the typical bourbon and sherry, to port, cognac, rum and just about anything else of which you can think. It seems also to be the case that bourbon is restricted – by convention and commercial feasibility if not legislation – to the use of American white oak barrels (whereas others are using Spanish, French, Japanese and other types of oaks), thereby further inhibiting its range of flavours. This is something we noticed during the review – bourbon is generally big and bold, but it plays within a much tighter flavour band than whiskies such as Scotch or Irish.

A Straight Bourbon – the only type with which those of us seeking to appreciate a fine spirit should concern ourselves – must additionally be aged for a minimum of two years (although four is the standard for the marquee brands), and have no added colouring, flavouring or other spirit added. This is an important distinction. Slate, for instance, is a Blended Bourbon – a separate category allowing for just under half of the liquid to be composed of an unaged spirit component. Accordingly we found Slate to have a ‘spirity’ flavour redolent of new make. Best disguised with a mixer.

The rest of the mashbill is usually made up of rye or wheat (known

respectively as a rye-recipe or wheat-recipe, or alternatively as the flavour grain) and a small percentage of malted barley for fermentation purposes. Rye recipes predominate (and are typically further defined as high rye or traditional depending on proportions), but some of the industry’s most iconic brands are wheat-recipes, notably Maker’s Mark and W.L. Weller. Typically these are more moderate and sweeter, the corn being allowed to dominate (W.L. Weller is all “fat” corn) rather than having to compete with the very distinctive, powerful flavour of rye in the background. Maker’s Mark has a cereal character, perhaps the wheat exerting an influence, which makes it, we felt, the most malt-like of bourbons. Whisky (or in this case whiskey) always has the ability to surprise (and delight) though: of two of our wild-cards, the first, Larceny, exhibited the spiciness which is typical of rye, despite being made with a wheat recipe, whilst the second, the rye-based George Dickel Superior no.

12, was butterscotch sweet.

“For a whiskey to be called Bourbon it must be produced in the United States (anywhere, but usually Kentucky), be made from a mashbill (recipe of ingredients) containing at least 51% corn, and be aged in new, charred oak barrels, amongst other more technical statutory necessities.”

You’ve probably noticed at this point that I’d earlier been writing about Jack Daniel’s and bourbon in virtually the same breath, when, as everyone surely must know, it’s a Tennessee whiskey and not a bourbon. The same, by the way, goes for George Dickel (along with Maker’s Mark, one of the only two American whiskies i.e. not whiskeys).

“The only differences between a bourbon and a Tennessee whiskey is the additional step of maple charcoal filtration (also known as the Lincoln County process)...”

The prospect of tasting 15 bourbons – the third wildcard was an outstanding Four Roses Small Batch: as complex and subtle a bourbon as for which one could hope – in one sitting was somewhat daunting, but we meandered our way through them with an it’s-atough-job-but-someone’s-got-to-do-it attitude (tongue in cheek of course – so actually with great relish).

A few notable observations:

Jim Beam hasn’t become the world’s best-selling bourbon by accident; the White Label is a solid performer – basic and dependable like vanilla ice-cream but with sprinklings of pepper and orange zest to add a bit of interest. Selling at R150 odd this is just astonishingly good value for money. Its Black Label big brother is similar, but as you’d expect for an eight year old, more evolved – the peppery spice having now mellowed and sweetened, and transformed into peppermint or perhaps aniseed.

If you have any intention of taking bourbon seriously then you need to pay close attention to the Buffalo Trace Distillery. These guys are prolific innovators who produce a range of high quality drinks – notably bourbon and rye whiskey. We don’t have their best stuff locally but don’t let this put you off: from the eponymously named

Buffalo Trace, an excellent entrylevel bourbon with a sweet prickle on the nose and an orange ice-lolly stick note on the palate (to keep you jolly), and the well-balanced, grassy-flavoured Eagle Rare, to the outstanding Blanton’s, there’s enough on offer for satisfaction aplenty.

Sight is arguably the most powerful of our senses, or certainly the one that makes the most impression. Appearances then are always likely to influence us. Whether that’s right or wrong is a matter for the philosophers and, in my mind largely, irrelevant. It’s just how it is. That’s why I always like to give some consideration to packaging. In this regard the Maker’s Mark wax capsule, Blanton’s horse and jockey closure and its distinctive globular bottle, the vintage George Dickel label (reminiscent of the Wild West), and the flask-like Woodford Reserve bottle are all standouts.

On to the serious business then. I promised earlier to tell you what you need to know, so here it is. We singled out four of the dozen as our collective favourites. Our little panel, after an objective assessment, came to the conclusion that the best bourbons commonly available in South Africa are (in no particular order once again): • Maker’s Mark – great flavour, great looks, it’s the full package.

• Knob Creek – dusty nose, potent kick of spice, pronounced wood influence; small batch is not just a sales pitch.

• Blanton’s Single Barrel – immediately popped its head out of the crowd, complex, a trifecta (haha, think about it) of sweetness, spiciness and wood.

• Woodford Reserve – deep, fragrant nose, multi-layered, pronounced rye spice; a big bourbon brazenly bragging of its copper pot-still provenance.

South Africa is a Scotch whisky market through and through.

Jameson, Jack Daniel’s and, dare I say it, Firstwatch have made an impact - on the back of their brand power and pricing more than anything else – but by and large these have been exceptions to the norm. It’s a bit of a pity that our awareness of and appreciation for other styles of whisky seems underdeveloped. Or perhaps, more optimistically, it’s a bit of an opportunity. We now have an encouragingly broad selection of bourbons on our doorsteps. And, without underselling this fine drink, in those go-big-or-go-home moments there’s just no substitute.

May the dram be with you.

MAGAZINE

The only differences between a bourbon and a Tennessee whiskey is the additional step of maple charcoal filtration (also known as the Lincoln County process) before maturation, and the fact that the latter must be made in the great state of Tennessee (if you’ll excuse my hucksterpolitician speak). The first is significant, the second debatably so, but regardless, in my opinion, they remain bourbons with a carbon twist, rather than a separate class of whiskey; I was pleased to discover that the definitions in NAFTA – the North American Free Trade Agreement – seem to endorse my point of view.

In the case of Gentleman Jack, the Jack Daniel’s variant we reviewed, there is a double charcoal filtration process employed – both before and after maturation – resulting in an exceptionally smooth, velvety, maple-sweetened, easy whiskey with a well-rounded almost peachy overtone. It’s not particularly complex, but it’s highly drinkable.

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AMERICAN WHISKEY

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AVAILABILITY IN SA

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JACK DANIEL’S OLD NO 7

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JACK DANIEL’S SINGLE BARREL

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JACK HONEY

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BUFFALO TRACE KENTUCKY STRAIGHT BOURBON

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EAGLE RARE 10YO SINGLE BARREL BOURBON

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WL WELLER 12YR WHEAT RECIPE BOURBON

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HANCOCK’S RESERVE SINGLE BARREL BOURBON

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Jack Daniel’s Old No 7 is a world-famous whiskey that’s been awarded seven gold medals, including the one collected by Jack Daniel himself at the 1904 World’s Fair in St Louis, when it was named the world’s best whiskey. The secret of its international success is the unique taste that comes from the old-time charcoal mellowing process. ABV: 43%. Website: www.jackdaniels.com. Agent: RGBC Jack Daniel’s Single Barrel Whiskey is as individual as the variations in the oak wood from barrel to barrel. As a result, bottles drawn from individual barrels will offer subtle differences in nose, colour and taste. Aged in the upper floors of the warehouses, the whiskey’s colour and taste deepen and mature with an extra measure. ABV: 47%. Website: www.jackdaniels.com. Agent: RGBC Gentleman Jack receives an extra blessing from the mellowing process after it reaches peak maturity, passing a second time through the charcoal. The result of mellowing twice is a light, exceptionally smooth whiskey with a gentle farewell. ABV: 43%. Website: www.jackdaniels.com. Agent: RGBC Jack Daniel’s Tennessee Whiskey, infused with honey for a taste that is authentically Jack. ABV: 35%. Website: www.jackdaniels.com. Agent: RGBC Buffalo Trace Kentucky Straight Bourbon Whiskey is distilled, aged and bottled at the most award winning distillery in the world. Made from the finest corn, rye and barley malt, this whiskey ages in new oak barrels for years in century old warehouses until the peak of maturity. The taste is rich and complex, with hints of vanilla, toffee and candied fruit. The smooth finish lingers on the palate. ABV: 45%. Website: www.buffalowtrace.com. Agent: Liquidity Eagle Rare Single Barrel Bourbon Whiskey is masterfully crafted and carefully aged for no less than ten years, each barrel is discriminately selected. The rareness of this great breed of bourbon is evident in its complex aroma, as well as the smooth and lingering taste. Each bottle of Eagle Rare offers consistent flavours, but with a seemingly individual personality from each unique barrel. ABV: 45%. Website: www.eaglerare.com. Agent: Liquidity

The world’s first single barrel bourbon – Colonel Albert B Blanton believed the “centre-cut” from the warehouse were the best for aging, and after personally tasting & choosing each barrel, they were reserved and bottled for ambassadors, dignitaries and family and friends. The rich taste of dark fudge, citrus, oak and cream combined with the spiciness of white pepper and rue lead to a long finish that challenges the world’s finest single malts and rarest cognacs in complexity and character. ABV: 51.5%. Website: www.blantonsbourbon.com. Agent: Liquidity As part of the wheated bourbon family, this twelve year old WL Weller is aged far longer than most wheated bourbons. This makes it a smooth, easy going offering with a beautiful deep bronze colour. Aromas of lanolin, almond, creamed corn and toasted vanilla lead to the palate which is heavily wheated, layered and moderately sweet. Long, oaky and intensely smooth it is a bourbon unlike any other. ABV: 45%. Website: www.buffalotracedistillery.com/brands/wl-weller.

Agent: Liquidity One of four Single Barrel products produced at Buffalo Trace Distillery, along with Blanton’s, Elmer T. Lee, and Rock Hill Farms – all recognized as icons in the single barrel bourbon field. Deep caramel in colour, with rich, sweet maple nose laced with hints of chocolate, plums, spice and vanilla. Upfront flavours of bold treacle and rye and wood spice which balance out to give an intense mouth feel and long lingering finish. Only available in very limited quantities in South Africa. ABV: 44.45%. Agent: Liquidity

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All pack shots and information have been supplied by the relevant brand custodians.

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WILD TURKEY 101 BOURBON

Wild Turkey 101 Bourbon is the flagship brand in the portfolio, handcrafted using traditional methods that have been passed down by the only four master distillers of Wild Turkey. Since it was first created, Wild Turkey has maintained its signature proof of 101 to ensure its rich, full and deep flavour. Wild Turkey 101 Bourbon uses the finest natural ingredients, and is aged in new deep-charred barrels made with white oak from the Ozark Mountains. Wild Turkey 101 is the benchmark of bourbon, with distinct caramel and vanilla flavours and a finish that is very long, rich and full-bodied. ABV: 50.5%. Website: http:// wildturkeybourbon.com/. Agent: Edward Snell

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WILD TURKEY AMERICAN HONEY

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ELMER T LEE SINGLE BARREL BOURBON

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WOODFORD RESERVE BOURBON

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JIM BEAM WHITE BOURBON

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JIM BEAM BLACK BOURBON

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RED STAG

Wild Turkey American Honey is an exceptionally smooth 71 proof (35.5% alcohol) liqueur blended with pure honey and real Wild Turkey Bourbon Whiskey. It’s perfect straight out of the bottle, chilled in the freezer, or on the rocks. It’s the sweeter, smoother side of Wild Turkey, with notes of sweet honey, caramel, and orange. ABV: 35.5%. Website: http://wildturkeybourbon.com/. Agent: Edward Snell Named after Master Distiller Emeritus Elmer T Lee this whiskey is hand selected and bottle to the taste and standards of Elmer T Lee himself. Perfectly balanced and rich, as declared by the man who knows how great bourbon should taste. The nose begins with notes of clover, vanilla and old leather. The flavour balances fruit, honey and vanilla with a light spiciness to end with a long and warm finish. ABV: 45%. Website: www.buffalotracedistillery.com/brands/ elmer-t-lee-single-barrel. Agent: Liquidity Woodford Reserve has redefined bourbon whiskey, and continues to explore ways to better what they have already done best. From grain-centred flavour profiles of European traditions to America’s impact of new oak casking, Woodford Reserve creates a range of flavours that exemplify the breadth, depth and potential of the distiller’s art. ABV: 43.2%. Website: www.woodfordreserve.com. Agent: RGBC The standard-bearer of Kentucky Straight Bourbon Whiskey. Aged twice as long as is necessary. Great for mixing with cocktails, and a great introduction to Bourbon Whiskey. THE Bourbon to keep on hand. On any and all occasions. ABV: 43%. Website: www.jimbeam.com. Agent: ABV Eight years of aging make for a complex, sophisticated taste. Mixes well in cocktails. A premium bourbon with a more flavourful character. A must-have for every at-home bar. ABV: 43%. Website: www.jimbeam.com. Agent: ABV From the woods of Kentucky emerges the newest member of the Beam family. Created with four year old Jim Beam Bourbon, Red Stag by Jim Beam has been slowly infused with natural black cherry flavours for a smooth, unique taste. It’s perfect for a night out on the hunt for fun. ABV: 43%. Website: www. jimbeam.com. Agent: ABV

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MAKER’S MARK BOURBON

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KNOB CREEK BOURBON

The use of wheat in Maker’s Mark results in a gentler, softer and more pleasing bourbon with so little bite and so little bitterness that you can hold it on your tongue at 90 proof! ABV: 45%. Website: www.makersmark.com. Agent: ABV Named for the childhood home of Abraham Lincoln, Knob Creek embodies the bold flavour that has made Kentucky famous for bourbon. Bottled at an honest 100 proof, it is aged for nine years in charred American white oak which lends this bourbon its maple sugar aroma, distinctive sweetness and rich, full-bodied flavour. ABV: 50%. Website: www.knobcreek.com. Agent: ABV

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Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

COCKTAIL MAKING

METHODS

ESSENTIALLY A COCKTAIL IS A DRINK THAT CONTAINS MORE THAN ONE INGREDIENT. IN ORDER TO FOLLOW A RECIPE CORRECTLY, THERE ARE CERTAIN METHODS THAT YOU NEED TO BE AWARE OF IN ORDER TO CREATE THE PERFECT MIX.

BUILD

STIR

Place ingredients and ice in a mixing glass and stir using a bar spoon with a twisted stem. Slide the back of the spoon down the inside of the mixing glass and twirl gently between thumb and finger. The spoon will rotate inside the mixing glass, gently stirring the drink. Some bartenders prefer to use the flat end of a bar spoon to stir a drink.

Simply place the flat end on top of the ice in the mixing glass and start to stir, working the spoon down the drink as you go.

BLEND

Into a blender place liquid ingredients first then add the ice/ice cream last. Preferably use pre-crushed ice to prevent wear on the blender’s blades. Blend until a smooth, even consistency is achieved. If you have a variable speed blender, always start slow and build up.

MAGAZINE

‘Build drink’ refers to the action of pouring the ingredients all in turn into the glass the cocktail will be served in.

SHAKE & STRAIN

Place all your ingredients plus cubed ice in a cocktail shaker and shake briskly for about 10 seconds. Then strain the liquid into the glass, leaving the ice behind in the shaker.

Shaking doesn’t just mix the drink, it also chills and dilutes it. Dilution is as important to the resulting cocktail as using the right measure of each ingredient. If you don’t use enough ice it will melt too quickly in the shaker, making it over-diluted – so always fill your shaker at least two-thirds full of fresh ice. Always hold the shaker with two hands and shake vigorously. Also never shake fizzy ingredients.

FINE STRAIN

While ‘standard shakers’ have a built in strainer, most cocktails that are served without ice can do with an extra fine strain to remove small bits of fruit and fragments of ice. A fine strainer (see page 55) is great for this. Fine straining is also referred to as ‘double straining’.

LAYER

As you can guess from the name, layered drinks include layers of different ingredients, often of different colours. The layered effect is achieved by delicately pouring each ingredient into the glass so that it floats on the layer below it.

MUDDLE

Muddling means using a muddler to crush fruits, herbs and spices to release their juices and oils. Just like using a pestle and mortar, push down with the muddler in a twisting motion. Don’t try to muddle hard, unripe fruits in a glass as the pressure needed might break the glass. Only muddle in the base of a shaker or a sturdy glass.

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COCKTAIL

GARNISHES

GARNISHES PROVIDE THE FINISHING TOUCH TO COCKTAILS. THE CHOSEN GARNISH SHOULD ENHANCE THE COCKTAIL IN TERMS OF FLAVOUR, AROMA AND DECORATION.

Twist | A narrow piece of fruit zest, folded/ twisted and dropped in the drink, or draped on the rim of the glass.

Wedge of fruit | Lemon, lime, orange, banana, apple, melon, peach, pineapple etc. lodged on the rim.

Stuffed olive on a cocktail stick | Most well known in a Dry Martini.

Sail or Flag | A whole slice of citrus fruit on a cocktail stick, folded like a mast, with a cherry inside.

Wheel | A whole slice of fruit, on the rim or in the glass.

Sweets | Like a marshmallow, to go into sweet drinks.

Celery stick | Typically used in Bloody Mary’s.

Maraschino cherry | Typically used to garnish sweet drinks, like Sweet Martinis.

Coffee beans | Typically used in cocktails with sambuca.

Chocolate syrup and chocolate shavings.

Flowers | Edible flower petals placed on crushed ice or the surface of a drink.

Grapes | Balanced on a cocktail glass rim or skewered like olives.

Shrimps.

Chillies.

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Rimming | The rim of a glass coated in either sugar or salt (for Margaritas).

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Whipped cream | Often used in drinks containing coffee.

Non-edible cocktail garnish include swizzle sticks, straws and cocktail umbrellas. We believe you should limit these as far as possible as an edible cocktail garnish is just so much more eye-appealing, interesting and tasty.

COCKTAIL

EQUIPMENT

TO MASTER YOURyour ART art YOUyou WILL To master willNEED needA aVARIETY variety OF TOOLS. LISTED BELOW ARE THE ESSENTIALS of tools. Listed below are the essentialsTOto HELP YOU BEING A GREAT MIXOLOGIST. helpTOWARDS you towards being a great mixologist.

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05.

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01. Citrus zester

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06. Speed pourer

A zester (also, citrus zester or lemon zester) is a kitchen utensil for The main benefits of the speed pourer is that it streamlines the flow of obtaining zest from lemons and other citrus fruit. liquid coming out of the bottle (helping to avoid spills and splashes) and gives you greater control over the amount of alcohol that is 02. Muddle stick poured.

A muddler is a bartender’s tool, used like a pestle to mash — or muddle — fruits, herbs, and/or spices in the bottom of a glass to 07. Fine strainer release their flavour.

A fine strainer removes small fragments of fruit and fine flecks of ice which can spoil the appearance of a drink.

03. Jigger

A jigger is used to measure liquor. It is named for the unit of liquid it 08. Paring knife typically measures; a 1.5 fluid ounce (44ml) jigger or shot.

Every bartender needs a sharp knife and cutting board.

04. Bar spoon

09. Hawthorn strainer

05. Garnish tray

10. Boston shaker

A very versatile tool that can be used as a muddler (though a risky A Hawthorn strainer is used with a boston shaker to seperate the business), for layering drinks and of course for stirring. liquid from large pieces of ice.

Necessary to keep fresh ingredients on hand while mixing.

A two-piece shaker consisting of a metal bottom and glass or plastic mixing glass. The mixing container and bottom are inserted into each other for shaking or used separately for stirring or muddling.

DIFFICULTY RATING

Your tear-out bourbon cocktail guide

Barfly Barback Waiter Bartender Mixologist

MINT JULEP

Glass: Pewter Method: Shake and strain over crushed ice.

Ingredients: 12 Fresh mint leaves 50ml Woodford Reserve Bourbon Whiskey 20ml Finest Call Sugar (Gomme) Syrup 3 dashes Fee Brothers Mint Bitters Garnish: Mint sprig

Cocktail Name

Glass Method Mixology terms and drink making methods explained on page 63.

Grade Drinks are graded by their level of difficulty

DERBY FIZZ Glass: Curved Highball Method: Shake first 6 ingredients with ice and strain

into chilled glass. Top with soda.

Ingredients: 25ml Woodford Reserve Bourbon Whiskey 12,5ml Bacardi Superior Rum 12,5ml Mandarine Napoleon Orange Liqueur 25ml Sir Juice Lemon Juice 12,5ml Finest Call Sugar (Gomme) Syrup 1/2 Egg white (optional) Top up with Soda water Garnish: Lemon wheel

Ingredients Ingredients and pouring order.

Garnish See page 64 for various styles.

Our cocktail breakdowns explained

BLOOD AND SAND Created for the film Premier of the same name.

Glass: Martini Method: Shake and fine strain.

Ingredients: 25ml Woodford Reserve Bourbon Whiskey 12,5ml Giffard Cherry Brandy Liqueur 12,5ml Martini Rosso Sweet Vermouth 25ml Sir Juice Orange Juice Garnish: Orange zest

BOURBON FIX A Fix is a classic style of drink, comprised of a spirit, lemon juice and some kind of sweet fruit served short.

Glass: Tumbler Method: Shake and strain over ice.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Sir Juice Lemon Juice 25ml Sir Juice Pineapple Juice 12,5ml Finest Call Sugar (Gomme) Syrup Garnish: Lemon wedge

ALGONQUIN This drink was named after the historic Manhattan hotel where a number of famous writers, artists, and actors (members of the Algonquin Round Table) gathered for lunch before Prohibition went into effect.

Glass: Martini Method: Shake and fine strain.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Martini Dry Vermouth 50ml Sir Sir Juice Pineapple Juice Garnish: Maraschino cherry

LYNCHBERG LEMONADE BERRY BOURBON SMASH

Glass: Shetland Method: Shake and strain over crushed ice.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 50ml Finest Call Raspberry Puree 6 Fresh mint leaves 25ml Sir Juice Cranberry Juice 4 dashes Fee Brothers Lemon Bitters Garnish: Raspberry

Glass: Highball Method: Build and stir.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Giffard Triple Sec Liqueur 25ml Sir Juice Lemon Juice Charge Lemonade Garnish: Lime wedge

sliatkcoC GEORGIA JULEP

Glass: Shetland Method: Gently muddle the mint before adding the rest of the ingredients, shaking and fine straining over crushed ice. Use a bar spoon to disperse the mint evenly.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12 Fresh mint leaves 12,5ml Archers Peach Schnapps 12,5ml Finest Call Sugar (Gomme) Syrup 3 Dashes Fee Brothers Original Bitters Garnish: Mint sprig

FRENCH 95 Glass: Champagne flute Method: Build and stir.

Ingredients: 25ml Woodford Reserve Bourbon Whiskey 12,5ml Sir Juice Lemon Juice 12,5ml Finest Call Sugar (Gomme) Syrup 25ml Sir Juice Orange Juice Garnish: Orange zest

BOURBON CRUSTA This drink is based on the classic Crusta recipe, and was first published in Gary Regan’s “The Book of Bourbon”.

Glass: Martini Method: Cut a long, thick strip of lemon peel before squeezing the juice into the shaker. Moisten the rim of the glass with the lemon and apply a sugar rim. Curl the peel and lodge it inside the glass. Add the other ingredients to the shaker, shake and strain.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Giffard Triple Sec Liqueur 12,5ml Sir Juice Lemon Juice 2 Dashes Fee Brothers Orange Bitters Garnish: Orange zest

JACK PUNCH Adapted from a recipe created in 2002 at Townhouse, London, England.

Glass: Shetland Method: Shake and strain over ice.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 25ml Finest Call Passion Fruit Puree 12,5ml Giffard Vanilla Liqueur 75ml Sir Juice Pineapple Juice 12,5ml Finest Call Sugar (Gomme) Syrup 3 Dashes Fee Brothers Original Bitters

DR. BLINKER Based on the Blinker style of cocktails which originally called for grenadine in the recipe offered by Patrick Duffy in 1934. This variation is from Ted “Dr. Cocktail” Haigh, and was thus christened the “Dr. Blinker”. Doc recommends using a thick raspberry jam style of syrup.

Glass: Martini Method: Shake and strain.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Sir Juice Grapefruit Juice 12,5ml Giffard Raspberry Syrup Garnish: Lemon zest

Cocktails BOURBON FIZZ

Glass: Curved Highball Method: Shake first 4 ingredients with ice. Strain into a

chilled glass. Top with soda water.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Sir Juice Lemon/Lime Juice 12,5ml Finest Call Sugar (Gomme) Syrup 1/2 Egg white (optional) Charge Soda water Garnish: Lemon slice

JULEP MARTINI Adapted from a recipe created in the mid 1900s by Dick Bradsell.

Glass: Martini Method: Lightly muddle mint. Add other ingredients, shake and fine strain.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 8 Fresh mint leaves 12,5ml Finest Call Sugar (Gomme) Syrup Garnish: Mint sprig

OLD FASHIONED

ECLIPSE This berry sensation is the signature drink for the London bars of the same name.

Glass: Highball Method: Shake and strain over crushed ice.

Ingredients: 25ml Woodford Reserve Bourbon Whiskey 50ml Finest Call Raspberry Puree 12,5ml Stolichnaya Vodka 12,5ml Giffard Crème de Mure Liqueur 12,5ml Sir Juice Lime Juice 50ml Sir Juice Cranberry Juice Garnish: Mint sprig and a raspberry

Credited to Martin Cuneo, a bartender during the late 1800s at the famous Pendennis Club, Kentucky.

Glass: Tumbler Method: Build over ice and stir.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 12,5ml Finest Call Sugar (Gomme) Syrup 3 Dashes Fee Brothers Original Bitters Garnish: Maraschino cherry

ESQUIRE Glass: Martini Method: Shake and fine strain.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Mandarin Napoleon Orange Liqueur 25ml Sir Juice Orange Juice 1 Dashes Fee Brothers Original Bitters Garnish: Orange zest

sliatkcoC BOURBON FLIP Glass: Martini Method: Shake and fine strain.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Finest Call Sugar (Gomme) Syrup 1 Egg white (yolk-optional) 25ml Heavy cream Garnish: Grated nutmeg

DAISY DUKE Created in 2002 by Jake Burger at Townhouse, Leeds, England.

Glass: Tumbler Method: Shake and strain over crushed ice.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Sir Juice Lemon Juice 12,5ml Finest Call Grenadine Syrup Garnish: Blueberries

MANHATTAN Glass: Martini Method: Stir all ingredients with ice and strain.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Martini Rosso Sweet Vermouth 4 Dashes Fee Brothers Original Bitters Garnish: Orange zest

EPIPHANY

Created in 2004 by Naomi Young at Match, London, England.

Glass: Martini Method: Shake and fine strain.

Ingredients: 37,5ml Woodford Reserve Bourbon Whiskey 12,5ml Giffard Crème de Mure Liqueur 50ml Sir Juice Apple Juice Garnish: Raspberries

BOURBON SOUR Glass: Tumbler Method: Shake and strain over cubed ice.

Ingredients: 50ml Woodford Reserve Bourbon Whiskey 25ml Sir Juice Lemon Juice 12,5ml Finest Call Sugar (Gomme) Syrup 1 Egg white (optional) 3 Dashes Fee Brothers Original Bitters

PRODUCT

GLOSSARY

With all the skill and know-how in the world, you’re not going to make a great cocktail without great ingredients. Below is an introduction to all the brands that were used in making our champagne cocktails. Use these products, stick to the recipes and you can’t go wrong!

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RESERVE BOURBON WHISKEY 1 WOODFORD Woodford Reserve has redefined bourbon whiskey, and continues to explore ways

to better what they have already done best. From grain-centred flavour profiles of European traditions to America’s impact of new oak casking, Woodford Reserve creates a range of flavours that exemplify the breadth, depth and potential of the distiller’s art. ABV: 43.2%. Website: www.woodfordreserve.com. Agent: RGBC. Recommended cocktail: Mint Julep

2 BACARDI Over the past 150 years, Bacardi has won over 190 medals for product quality and

technical innovation. Its charcoal filter process makes for a unique balanced taste a blend of mild, soft and aromatic notes, with subtle hints of vanilla and a dry, crisp and clean finish. Bacardi has inspired some of the world’s most famous cocktails, including the Mojito, the Daiquiri and the Cuba Libre. ABV: 43%. Website: www. bacardi.com. Agent: DGB. Recommended cocktail: Derby Fizz STOLICHNAYA

3 Stolichnaya (better known as Stoli) is a perfect everyday premium vodka that is

especially suited for mixing in cocktails. This is one of the best Russian vodkas on the worldwide market and you can usually find most of their flavours right alongside the clear Stoli. ABV: 40%. Website: www.stoli.com. Agent: RGBC. Recommended cocktail: Eclipse

PEACH SCHNAPPS 4 ARCHERS Archers Schnapps is premium, international, contemporary fruit schnapps, combining the taste of peaches. The name schnapps comes from the old Norse word ‘snappen’, meaning to snatch a gulp. From this comes the traditional way of drinking schnapps in Europe as an ice cold shot. ABV: 24%. Website: www.brandhouse. co.za. Agent: Brandhouse. Recommended cocktail: Georgia Julep

NAPOLEON 5 MANDARINE Mandarine Napoleon was created in 1892 by Antoine-Francois de Fourcroy. Only

the freshest mandarin peels from Sicily are used and these have a fine peel with very little pith, resulting in plenty of zest. Following the maceration in alcohol, Mandarine napoleon is triple distilled to produce an intense essence of Madarin.

Its complexity derives from its secret combination of mandarin and twenty one botanicals. ABV: 38%. Website: www.mandarinenapoleon.com. Agent: Kreate Brands. Recommended cocktail: Esquire

MARTINI RANGE 6 Martini is a true Italian icon. Established in 1863, martini has a strong family heritage and has become one of the most acclaimed and cosmopolitan Italian drinks brands in the world. Dry vermouth is one of the three variations of vermouth and is often used in mixing Martinis. It is unsweetened and has a bitter, medicinal flavour. Vermouth is fortified wine originally brewed in Italy, created by adding herbs, spices and alcohol.

ABV: 15%. Website: www.martini.com. Agent: DGB. Recommended Cocktail: Algonquin

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SYRUP RANGE 7 GIFFARD Emile Giffard was a dispensing pharmacist and neighbour of the “Grand Hotel” in

Angers in the Loire Valley. He undertook research on the digestive and refreshing properties of mint. He invented a pure, clear and refined white mint liqueur which he tested with the Grand Hotel’s customers in order to relieve them from heat. Success came at once. Emile changed his pharmacy into a distillery and called his liqueur Menthe Pastille. Four generations later, Giffard & Co, still in the hands of the Giffard family, produces, beside Menthe Pastille, “Crémes de Fruits”, liqueurs, Guignolet, fruits in brandy and syrups. Website: www.giffard.com. Agent: Kreate Brands.

Recommended cocktail: Royale Mojito

LIQUEUR RANGE 8 GIFFARD With over 100 flavours available year round, Giffard produces internationally award winning speciality liqueurs, crème de fruit liqueurs, classic liqueurs, premium liqueurs and professional syrups used for culinary, coffee and cocktail applications. ABV: 24%. Website: www.giffard.com. Agent: Kreate Brands.

Recommended cocktail: Lynchberg Lemonade FINEST CALL SYRUP

9 The Finest Call Speciality Syrup Collection is comprised of high quality, all-natural sweetener based neutral and fruit syrups designed to add the perfect touch of colour, flavour, sweetness or tartness to today’s most popular cocktails. Agent: Kreate Brands. Recommended cocktail: Bourbon Fix FINEST CALL PUREE

10 Finest Call presents an array of 7 amazing, fruit-intensive puree mixes featuring the world’s finest fruit and the perfect touch of all-natural sweetner, gently processed to create a burst of unmatched flavour. Website: www.finestcall.com. Agent: Kreate Brands. Recommended cocktail: Berry Bourbon Smash

JUICE 11 SIR Sir Juice began in 1985 in a small factory in Joburg. Since then it has been bought, sold, merged and finally un-merged. Today the company is a totally independent entity, supplying most of the top restaurants, hotels and coffee shops in South Africa.

Website: www.sirjuice.co.za. Recommended cocktail: Bourbon Sour

BROTHERS 12 FEE Fee Brothers, also known as “The House of Fee by the Genesee since the eighteen

hundred and sixty-three”, is a four generation old manufacturer of cocktail mixes, bitters, flavouring syrups, ice cappuccino mix and other beverage ingredients.

The company is currently run by Jack Fee and his children Ellen Fee and Joe Fee. Fee Brothers creates over 100 different products. Many of their products have applications in cooking as well. ABV: 14%. Website: www.feebrothers.com . Agent: Kreate Brands. Recommended cocktail: Bourbon Crusta

GOR 10004839CT/E

A LEGEND SINCE 1769 TRY THIS LEGENDARY COCKTAIL BASIL GRANDE • 1 tot (25ml) Gordon’s London Dry Gin • 4 strawberries • 5 basil leaves • 1 tot (25ml) orange liqueur • 20ml cranberry juice • pinch black pepper Method: Crush the strawberries and basil together in a shaker. Add a few cubes of ice, the Gordon’s London Dry Gin, orange liqueur, cranberry juice and black pepper. Shake and strain into a martini glass.

THE UNIVERSAL FAVOURITE

YEEHA!

IT’S WHISKEY TIME!

BY SHANNON MCCOY FROM BARCHICK

MAGAZINE

BarChick is a London based guide to the best bars in the world (well they’re working their way around). Having started in 2010, it’s had phenomenal success and was recently nominated for “Best Cocktail Writing” at Tales of the Cocktail. Everywhere listed on the site is good in its own special way and is handpicked by the BarChick team and barmen around the world. It’s not just about fancy hotel bars selling fifty quid truffle Martinis, and it’s definitely not about your local pub’s curry night. They’re looking for places with character, a bit of a story but ultimately the perfect day/night/week out.

Check out www.BarChick.com for all you need for a night out in London and other cities around the world! Plus they want help from South African barmen to find the best bars this country’s got to offer.

Get in touch!

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BARCHICK ALMOST DIDN’T MAKE IT TO TENNESSEE. OVERZEALOUS SECURITY GUARDS AND REPLACEMENT PASSPORT ISSUES ATTEMPTED TO GET BETWEEN US AND WHAT WAS TO BE A MAJOR STEP IN OUR BOURGEONING RELATIONSHIP WITH AMERICA’S WHISKEY. A WEEK AT THE JACK DANIEL’S DISTILLERY IN LYNCHBURG TENNESSEE WAS ALL IT TOOK TO TURN OUR SCHOOLGIRL CRUSH INTO A FULLY-FLEDGED LOVE AFFAIR, AND LONG AFTER THE DUST HAD SETTLED AND THE HANGOVER HAD WORN OFF, AMERICAN WHISKEY HAS A SOLID HOLD ON OUR HEARTS.

Luckily you don’t have to fly Stateside to get your fill of the stuff nowadays. Brits, no stranger to brown spirits, were once more likely to be found sipping glasses of whisky without the ‘e’. Whereas now, thanks to the onslaught of rocking American style bars popping up all over town and space being cleared on the back bars of even the classiest drinking joints for collections of bourbons and whiskeys, drinks like Whiskey Sours, Manhattans and Old Fashioned cocktails are getting more airtime than Rusty Nails.

Around town all the hottest bars have American whiskey drinks on their menus. Four Roses Bourbon ambassador Dan Priseman opened New Orleans inspired late night joint NOLA to huge industry acclaim, and his menu is heavy on the bourbon drinks (there was barely room to swing a Hurricane when Dan Aykroyd took the stage at the launch party in May, and the joint has been jumping ever since). Rock n roll burger joint MEATliquor serves a hard shake with Woodford Reserve, vanilla ice cream and maple syrup, and Happiness

MAGAZINE Forgets shakes up Elijah Craig 12 Year with pressed apple juice and maple syrup and calls it the Mikey Rivers.

Another, now classic whiskey drink that has made itself right at home in our drinking lives is the Pickleback. From its humble beginnings in Brooklyn, the bourbon shot with a pickle juice chaser has taken over. Pitt Cue brought it to London, and serves it with Benchmark Bourbon and homemade brine at their BBQ truck on the Southbank (and now in their packed-to-the-rafters Soho restaurant) and there’s even a single-glass version; Honky Tonk’s bar in Chelsea mixes Buffalo Trace Bourbon and pickle brine in a jam jar.

Of course, adding the ‘e’ to whisky doesn’t mean it has to be all about ten-gallon hats and six-shooters.

Some of London’s shiniest establishments are getting serious about their whiskey too. The Savoy’s American Bar, never to do anything by halves, flew all the way out to Lynchburg Tennessee and handpicked an entire barrel of whiskey to offer their discerning guests a chance to drink something unique at their bar. Two other Jack Daniel’s barrels have been sold to London businesses – not bad at around £10,000 a pop! The JW Steakhouse at the Grosvenor House Hotel has one, as does the high end Selfridges department store.

With or without the ‘e’, London loves whiskey. Now, who’s got some pickle brine?

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PINK POLO

AND GREY GOOSE

26 OCT | VAL DE VIE | CPT

THIS YEAR THE BLACKBERRY PINK POLO EVENT AT VAL DE VIE WAS ONCE AGAIN A FANTASTIC SUCCESS.

MAGAZINE

The annual fundraiser for Reach for Recovery, a breast cancer awareness initiative, is a firm favourite among wellheeled Captonians, and Grey Goose was there to provide VIPs with the perfect vantage point from which to watch polo while sipping of premium vodka cocktails.

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A really big bottle, or really little ladies?

You decide.

Do you think anyone will notice?

Another Grey Goose cocktail on the way.

LIQ

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JOSE CUERVO

WHO’S IN?

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23 NOV | HARRINGTON STREET | CPT

ON SATURDAY, 23RD NOVEMBER, JOSE CUERVO ‘WHO’S IN?’ #PARTYANIMALS TOOK TO HARRINGTON STREET TO CATCH UK ROCK ‘N ROLLERS THE SUBWAYS AND YANKY JAMMERS FUN LOVIN’ CRIMINALS MASH THINGS UP IN THE CITY OF CAPE TOWN. Of bands ranked as great live acts, our locals Beach Party, The Future Primitives, Beast, aKing and Taxi Violence set the tone and built great hype before the Internationals took the stage.

For the duration of the night, mobile margarita activators roamed the venue, fans enjoyed the amazing drink specials on offer, and tried different variations of how to drink Jose Cuervo by spinning the Wheel of Choice!

Not forgetting the mechanical bull, arm wrestling station and delicious food stalls – the event had it all and the excitement in the air could not be faulted.

Shot Ski

MAGAZINE

The crowd turnout was incredible and the energy of the street party was overwhelming - Jose Cuervo sure did pull off one rocking gig!

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Beast

The Rockers The Subways

The Subways

SA VENUE REVIEW

THE GRIFFIN

BY GRANT MCDONALD

MAGAZINE

Oxford Rd, Johannesburg 2092 Phone:+27 11 447 9842

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Owners, Thom & Martin

THE GRIFFIN CRAFT BEER GASTROPUB IS MARTIN JAKOBY AND THOMAS HUGHES’ LATEST VENTURE. THE FIRST OF ITS KIND IN JOHANNESBURG, THE GRIFFIN PAYS HOMAGE TO THE BEST BEER AND WINE FROM HOME AND ABROAD, WHILE OFFERING BEAUTIFUL, FRESH, SEASONAL FOOD IN THE COOLEST SURROUNDINGS. Childhood friends Thom and Martin founded The Loft in Melville in 2006 and The Attic in Parkhurst in 2008 — both of which they have subsequently sold. The hugely popular bar The Office in Greenside, is another of their projects, established in 2010.

Martin, a qualified veterinary surgeon-turned entrepreneur and Thom, a chef with 16 years of local and international experience, arrived home from London in 2005 with the simple dream of creating the kind of place people fall in love with. Before leaving London, Thom won the acclaimed Evening Standard Pub of the Year award for the Settle Inn in Battersea and was also head chef of the famous White Horse (AKA Sloaney Pony) in Parson’s Green.

MUDL got the chance to sit with Thom and hear the story behind The Griffin.

MUDL: What inspired you and Martin to open this venue?

Thom: Back in our London days we fell in love the gastropub concept, and jokingly threw around the idea of opening our own

in SA one day that would sell a range of different beers. Eventually we moved back home and our first restaurant became a reality when we opened up the Loft in Melville. Our next venue was in Parkhurst called the Attic, also a restaurant. Then about four or five years ago there was an explosion in the appreciation of beer in this country, and we figured it was the right time to do the gastropub we had always wanted.

M: And the name?

T: Martin came up with it; I had no say in the matter, which means the next one we do – hopefully in the next 9 months or so – will be named by me! Martin wanted to call his son Griffin so he was very keen on it, and also the idea behind The Griffin also ties in with old style English pubs.

M: This place hardly seems like a traditional pub.

T: We felt that pubs are wonderful for their offering, but are a bit outdated and we wanted to do something that was really modern, while still capturing the same philosophy on food, beer and socialising.

But traditional English pubs aren’t the trendiest of places, and we wanted to appeal to a female audience as well and male, so we placed an emphasis on providing a clean, fresh and light atmosphere. We also GRIFFIN CRAFT ICED TEA Glass: Hurricane Method: Blend ingredients with crushed ice. Pour Red Bull into glass & pour blended ingredients over the Red Bull.

Ingredients: 1 shot Jack Daniel’s 1/2 shot Vodka 1/2 shot Curacao 1/2 shot Gomme syrup 2 shots Sweet & sour 100ml Red Bull Garnish with fresh cherries, lemon zest and pineapple

M: The layout of The Griffin is very interesting, with a separate bar downstairs and the main section upstairs.

T: When we found this space it resonated with our days in London; walking upstairs to a first floor with a balcony overlooking a main street. We also liked the concept of having large tables that are shared by patrons, providing an informal environment in which you can get restaurant-quality food and wine.

M: What type of clientele does The Griffin attract?

T: It’s a specific market, very much a 30-something place. It doesn’t get crazy, with people getting out of hand and falling over furniture, and we are very happy to attract the type of people who are refined, yet are looking to have a good time and let their hair down.

M: Was the downstairs bar area an afterthought or part of the original plans?

T: We fell in love mainly with the upstairs area. The downstairs area was initially

going to be a beautiful little shop where people could buy anything from beers to art, furniture to pot plants. Unfortunately we ran into licencing issues, so now we use it as a holding area on busy Thursdays, Fridays and Saturdays where people can enjoy a drink until space frees up upstairs. It also offers a refuge for guests looking for a quieter spot to drink, and of course people can book it for private functions.

M: How would you describe the type of food served at The Griffin?

T: We base our food on modern British cuisine but using South African ingredients.

Our menu changes from season to season depending on what’s available. We don’t use frozen ingredients, and we try where possible to support small manufacturer and supplier. So we buy our chickens direct from farms, our fish comes from one supplier that respects sustainable line-caught practices, our lettuce comes from a supplier that sources direct from farms…

M: So you can eat with a clear conscience!

T: Yes! Look, it’s impossible in SA to be 100% organic but we do comply where we can. Our menu is small so it gets prepared fresh most days by my chef who is Britishborn and trained by Gordon Ramsey, so we’re working hard to bring our own South

African interpretation of the gastropub to the public.

M: You guys are doing really well so it seems South Africans are responding positively to the concept.

T: Johannesburgers love fad places, and we have to make sure that we aren’t just the hottest venue around until the next new one opens, and that will come down to what we offer. We aren’t trying to reinvent the wheel; we just want to do something that hasn’t been done much in this country. A lot of people say to me, what are you? Are you a restaurant, a pub or a bar? And I answer that we’re a gastropub. Look it up, or check out our website for the definition. It’s an informal drinking/dining area where you don’t have to compromise on food quality.

M: Beer is obviously a focus of yours as far as drinks are concerned, as well as wine to a slightly lesser degree. Do people also ask for cocktails?

T: Absolutely. As you say, beer is massive and we do sell a lot of wine, but we’ve invested a lot of money in our cocktails. We also do food pairings with wine and with beer, and we cook with what we serve, so we try to offer a wide variety of drinks and brands, especially ones that are unusual or different.

MAGAZINE

recognise the importance of taking food seriously. Our ultimate aim has been to capture a daytime trade, as well as people looking for dinner and an after-dinner party.

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INTERNATIONAL BAR REVIEW

THE PENDENNIS CLUB

BY GRANT MCDONALD

“It is an extension of each member’s home. It is purely a social organization. It is not a businessman’s club. It has no business except to serve its members. It knows nothing of politics or religion except that its members may or may not be of one persuasion or another. The Pendennis Club is a gathering of friends, where decency, decorum, civility, good manners and the social graces are still very much in style.”

MAGAZINE

ON A RECENT VISIT TO LOUISVILLE KENTUCKY, THE MUDL TEAM WAS LUCKY ENOUGH TO VISIT THE ESTEEMED PENDENNIS CLUB AS GUESTS OF BILL HINKEBEIN OF AMERICAN BEVERAGE MARKETERS. STEEPED IN HISTORY, THE ESTABLISHMENT IS FAMOUS FOR SO MANY REASONS, NOT LEAST FOR BEING THE POSSIBLE BIRTHPLACE OF THE MODERN COCKTAIL.

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After a day of touring Louisville, scoping out some of the locals bars and restaurants to get a feel for the local cocktail culture, we all decided that it was time for a drink. We had heard of the Pendennis Club but we knew very little of the details beyond its role in the invention of the Old Fashioned Cocktail. We were in for a serious treat. In truth, Bill’s vicarious excitement as we approached the entrance should have been a clue as to what we were in for. In testament to his generosity of spirit – a trait shared by all the people we met at ABM – he was clearly looking forward to sharing the history and splendour that awaited us.

Established in 1881 and modelled in part on English gentleman’s clubs, the Pendennis took its name from William Makepeace Thackeray’s novel Pendennis (1848–50). High ceilings replete with ornate chandeliers preside over beautiful spacious rooms that left me contemplating the high-powered deals and political accords

that were no doubt struck between captains of industry and heads of state respectively. Indeed, Al Capone was known to frequent the Club during the heady days of Prohibition where he found welcome privacy.

The first clubhouse, acquired in 1883, was a former Belknap family mansion. Soon after opening, a banquet was held to entertain President Chester A. Arthur on August 1, 1883. It was around this time that the recipe for the Old Fashioned was developed, possibly the first mixed drink to be called a cocktail.

In 1928 the current clubhouse was built a block east of the old one, near the intersection of today’s Second Street and Muhammad Ali Boulevard at a cost of $615,000. The third-story ballroom with large chandeliers and oak floor is well known. Other rooms feature wood panelling, marble floors and large murals along entire walls.

It doesn’t take much imagination to get a vivid sense of what the Pendennis Club was like in the early 20th century.

Aside from an old-style barber shop, a library and athletic facilities that include squash courts and a gym that boasts a speed punching bag once used by Muhammad Ali, there are two bars. Needless to say, we visited one of them, and no prizes for guessing what drink we ordered!

The visit to the Pendennis Club was very special and undoubtedly a highlight of the trip. If you have an interest in the historical side of cocktails and you ever find yourself in Louisville Kentucky, it would be remiss not to stop by the Pendennis Club. You’d better make some friends with wellconnected locals first because the only way you’re getting in is as a guest of a member.

OLD FASHIONED Glass: Rocks Ingredients:

1. Cherry, Orange Slice, and dash of Finest Call Bar Syrup... muddled.

2. Fill with ice.

3. Add 50ml fine Bourbon 4. Add 3 dashes of Angostura Aromatic Bitters.

5. Stir up fruit from bottom.

MAGAZINE

After a few Woodford Reserve Old Fashioneds in the Pendennis bar, a poignant cocktail experience if ever there was one, we took to the immaculate pool tables (with heated felt for a faster, truer roll!) where, let’s just say, some people won and some people lost…

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NEW COCKTAILS,

NOT SO EASY

MAGAZINE

BY GARY REGAN

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I KEEP A FILE OF COCKTAIL RECIPES SENT TO ME BY BARTENDERS THAT I DEEM WORTHY OF TESTING. THE TESTING, HOWEVER, IS BECOMING MORE AND MORE TIME CONSUMING, SIMPLY BECAUSE FEW BARTENDERS IN THIS SECOND DECADE OF THE 21ST CENTURY ARE CONTENT TO USE ONLY READILY AVAILABLE INGREDIENTS IN THEIR DRINKS.

That’s why I shied away from featuring a drink that called for English Bishop as an ingredient. The cocktail is pretty fabulous, being made up of a mixture of rye whiskey, maraschino liqueur, and both orange and Angostura bitters as well as the good bishop, but the chances of you plugging an orange with 40 cloves, baking it, quartering it, then simmering it in a port wine and sugar mixture is, I think, pretty remote.

I got a recipe from a bartender in Paris who makes a “Dirty Margarita” by adding locally sourced caper juice to a more or less traditional Margarita recipe, and he suggested that a homemade version can be made by adding lots of salt to a bunch of capers, pressing down firmly, and straining the resultant juice through cheesecloth. I think it’s more likely that you’ll visit his bar in France than make his caper juice.

South African bartender Nick Koumbarakis sent me a recipe made with Johnnie Walker Green Label scotch, creme de cacao and Grand Marnier - they harmonized quite well indeed - but to make it you must start out by muddling a few cardamom pods and making a Rooibos-infused tea syrup.

The drink I’m bringing to your attention this week also calls for one homemade ingredient, but you don’t have to make it unless it captures your fancy.

“There are no good apricot brandies in Canada, so I use my own in this recipe,” wrote Kyle Burch, a bartender in Toronto. “Half a kilo (about one pound) of dried apricots sitting in one bottle of St. Remy Martin VSOP for 10 days makes it quite lovely.”

And Kyle is right. But feel free to use a generic apricot brandy - as in the accompanying recipe - rather than miss out on Kyle’s Fortnight Cocktail. It’s a gem of a drink.

Fortnight Cocktail Makes 1 drink

Adapted from a recipe by Kyle Burch of 25 Liberty restaurant in Toronto.

• 3/4 ounce Beefeater gin

• 3/4 ounce apricot brandy • 3/4 ounce Dolin white vermouth

• 1/4 ounce Briottet or

other crème de violette

Instructions: Stir all

the ingredients over ice, and strain into

a chilled cocktail glass.

MAGAZINE

Instead, they create ingredients of their own by cooking, steaming, infusing, grinding and baking all manner of herbs, wines, nuts and spices. Therefore I’m often faced with laboring in the kitchen before I can even begin to make the drink that caught my eye. It’s a hard life I have.

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A WRAP UP OF

THE 62ND IBA MEETING

17 – 22 AUGUST | PRAGUE

THE 62ND MEETING OF THE IBA ENDED AFTER A WEEK OF MEETINGS AND COMPETITIONS. 58 COUNTRIES GATHERED IN THE CZECH CAPITAL TO SPEAK ABOUT THE ADVANCEMENT OF THE ASSOCIATION CREATED IN 1951, AND WHICH ENJOYS REPRESENTATION ON FIVE CONTINENTS TODAY.

MAGAZINE

During this meeting, the 39th World Cocktail Championships and the World Championships of Flairtending were staged, with every country presenting a competitor in both competitions.

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More than 500 delegates gathered in the Hilton Hotel for the event, splendidly organised by the Czech Bartenders Association, headed by its president Ales Svojanovsky. The efforts of the IBA to spread the word was reflected in the high number of spectators (around 1000 people on the Tuesday in the main Ballroom) and in the fact that the events were broadcast live on television and also on the web.

As the offical liqueur and syrup sponsor of the competition, Giffard took the opportunity to hold two Liqueur & Syrup Masterclasses in front of an audience of interested international professional bartenders. The first was held in Prague’s famous Anonymous Bar and the second in the Giffard hospitality suite in the Hilton Hotel.

After two days of hard challenges during which the competitors were judged in technique and tasting (aspect, aroma, taste) by the presidents of each association, the results were announced by Derrick Lee, President of the IBA. It’s interesting to note that, of the 6 gold medals on offer, 4 were won by women.

After Dinner Competition: 1st, Irina Stefanidi - CYPRUS 2nd, Tudor Alexandru Valentin – ROMANIA 3rd, Martin Vogeltanz – CZECH REPUBLIC

Greta Grönholm’s winning recipe in the Sparkling Cocktail Competition

Flairtending Competition: 1st, Marek Posluszny – POLAND 2nd, Vaclav Abraham – CZECH REPUBLIC 3rd, Mihaylov Tihomir – BULGARIA

• 2 cl Grey Goose La Poire • 2 cl Routin 1883 Green Apple

During the Gala Dinner (Wednesday 31st), the winners of the 6 competitions were gathered together for the ultimate round: the superfinal of the World Cocktail Competition, the flairtending champion competing just making his cocktail.

Finally, Greta Grönholm from Finland was proclaimed “IBA Champion of the year 2013”. She will fly the IBA’s flag all year round in 2014 until the next Champion is proclaimed. Other awards were given to: • Poland for the Team Prize • Srdan Perisic of Croatia for the IBA Prestige Award • Kristo Tomingas of Estonia for the IBA Art Deco Trophy • Jamaïca Sunshine Alfonso Sy of Singapore for the IBA Cocktail DNA Cup

Next year, the 63rd Meeting will take place in Cape Town under the responsibility of the association of the South African bartenders (Mr Etienne Schlechter) – from September 29th to October 4th.

Before-Dinner Cocktail Competition: 1st, Naomi Takahashi – JAPAN 2nd, Francisco Javier Lucas – SPAIN 3rd, Kristo Tomingas – ESTONIA Sparkling Cocktail Competition: 1st, Greta Grönholm – FINLAND 2nd, Guomundur Sigtryggson – ICELAND 3rd, Piotr Szczypta – POLAND Fancy Cocktail Competition: 1st, Deirdre Byrne – IRELAND 2nd, Juan Berrutti – URUGUAY 3rd, Jessie Ray Clasicas – PHILIPPINES Long Drink Competition: 1st, Panagiotis Gkovatsos - GREECE 2nd, Stephanie Sieber – AUSTRIA 3rd, Teng Chi-Chu – TAÏWAN

Panagiotis Gkovatsos winning recipe in the Long Drink Cocktail Competition

Skyfall2 • 2 cl Grey Goose La Poire • 3 cl Giffard

Pampl’Hibiscus • 4 cl Finest Call Passion Fruit Puree • 2 cl Pink grapefruit syrup • 3 cl Fresh lime juice • 3 cl Perrier

My Green Summer

• 10 cl Martini Pro

Secco DOC • 3 barspoon Routin 1883 Fruit de la passion • 1 barspoon Finest Call Lime Juice • 1 barspoon Monin Cucumber

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

WORLD CLASS

GLOBAL FINALS

BY TIM JUDGE

WORLD CLASS IS THE BIGGEST, TOUGHEST AND MOST PRESTIGIOUS COCKTAIL COMPETITION ON THE PLANET. OVER THE COURSE OF A YEAR, MORE THAN 15,000 BARTENDERS WERE PUT THROUGH THEIR PACES FOR THE HONOUR OF REPRESENTING THEIR COUNTRY ON BOARD THE AZAMARA JOURNEY CRUISE SHIP IN SOME OF THE MOST LUXURIOUS LOCATIONS IN THE WORLD AT THE HEART OF THE MEDITERRANEAN.

Since its 2009 inception in London, World Class has become the epitome of bartending glamour, attracting even celebrity adorers such as Mad Men’s Christina Hendrick. This year in Monaco we had none other than Roger Moore, aka James Bond, excited to get hands on a World Class cocktail or two.

So what does it take to run the world’s biggest bartending competition?

The planning for the World Class Global finals begins long before the Sipsmiths arrive to do battle. The challenges are brainstormed and perfected, stock lists are constructed, menus for the guest bars are written and the all-important World Class Bar Captains are chosen. The Bar Captains are vital to the success of World Class. Without this crack team of former finalists the competition simply couldn’t happen, and it is one of the biggest honours of my professional career to head up this team.

2013 Global Final

We arrived on the ship in the incredible harbour of Nice, France, a couple of days before the

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I was lucky enough to have been part of the team that organised and executed the past 3 World Class Global Finals. From the colonial opulence of the Imperial Hotel in New Delhi,

to the sun kissed beaches of Rio de Janeiro and the playgrounds of the rich and famous in the Cote d’Azur, I’ve been responsible for the running of the competition bars and as such, I think I’ve had a first-hand view of just what it takes to become the ‘World’s Best Bartender’.

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Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

Stocking the bars is a mammoth logistical undertaking. Not only does each bar need a full complement of the Diageo Reserve Brands, there are liqueurs, vermouths, bitters, aperitifs, amaros, mixers, fruits, spices, syrups, flowers, teas, shakers, spoons, strainers, juicers, blenders, sous-vide machines and all the accoutrements of the trade and so the preparation commences.

Once the bartenders were on board, the hard work really started. Everyone was up at the crack of dawn to ensure the bars were ready for the day of tough challenges. The eager finalists arrived at 8:15 for morning briefings and to “pick their cards”. To establish the order in which they would perform the day’s challenges, competitors would draw a card from a deck. Long days and sore feet are part for the course working at World Class, but when you stand back and watch the best in the world showcase their craft, the small pains are forgotten. Each gruelling day of competing finished around midnight and, with the activities completed, there was some time to forge some fantastic friendships with bartenders from all over the world.

On the incredible final evening in the ancient and spectacular bullring in Barcelona when Erik Lorincz and Tim Philips lifted David Rios, the 2013 World Class Bartender of the Year, into the air, I never felt more proud of our vocation.

This is truly a golden age of bartending.

It’s fantastic that bartenders are given so many opportunities to showcase their talents in such a wide array of forums and challenges. However, there is no competition that is as challenging or demanding as World Class.

If you can face the challenge of the ultimate test of your bartending credentials and if you are hungry for the ultimate reward, enter World Class this year. I’ll see you at the final.

MY WORLD CLASS EXPERIENCE

By Nick Koumbarakis

2013 WAS AN AMAZING YEAR FOR ME AND WINNING THE SOUTH AFRICAN WORLD CLASS NATIONAL FINALS WAS A PHENOMINAL FEELING. I WORKED REALLY HARD TO GET THERE AND WAS ELATED TO BE ON MY WAY TO THE GLOBAL FINALS. TOUGH AS THE SOUTH AFRICAN FINALS WERE, PREPARING FOR THE GLOBAL EVENT WAS A WHOLE NEW CHALLENGE. I put a lot of effort and research into preparing for the World Class Global Finals. After the national comp I had 3 weeks to devise a game plan. Ultimately I decided to devise drinks that were different from what consumers are used to, yet something that I would enjoy drinking. I’ve always believed that bartenders are creative entities, and conceptualising something new and interesting is something I enjoy doing.

After flying into Nice via Munich, we transferred to our hotel in Monaco where we stayed for a day, being interviewed by the World Class production crew that was filming the competition for the World’s Best Bartender television program. We boarded the Azamara Club Luxury Liner which was to be our base for the remainder of the competition. After an overall briefing we were split into three groups. The formalities were finally over; the competition would start the following day at 9am.

Each of the seven challenges were allocated to a different area of the ship. For example, the Mediterranean Mastery challenge took place on the sun deck at the back of the ship. This was my very first leg of the competition and it just happened to be on one of the hottest days of World Class, with temperatures over 30 degrees and humidity of 150% before 10am!

What a way to start.

Two challenges were scheduled per day but, as with any big production, we sometimes ran over time. The first day of competition our group had a camera crew follow us everywhere which was an interesting experience.

I really enjoyed the market challenge where we were let loose in a St Tropez market with a 45min time limit and 30 Euro budget. We were tasked with creating two recipes using fresh local ingredients. I designed a twist on the Bloody Mary called Mary Mary O’ Contrary using Talisker 10YO, and a drink I called the Supermarket Fizz.

When we arrived in Ibiza it was time for the Bottle Serve challenge. During this round I planned to take advantage of the customer interaction element by including a helium balloon that released an absinthe aroma when popped to complement my Zacapa Rum drink, in order to create a multi-sensory experience. But before we could embark on the new challenge, the first of three elimination rounds was scheduled. Sadly I didn’t make it through but I was happy with how I’d performed. Afterwards some of us who had been eliminated set about helping those who had gone through with their prep work.

After two grueling challenges and the second elimination round, a few bartenders decided to hit Ibiza for the night. We attended a Ciroc Aviation event at the acclaimed Ushuaia Hotel.

It was the event that David Guetta was playing for his world tour. Later that night Ivar, Jenner and I wanted to chill so we explored a few local bars. At the one spot the bartender recognised the World Class badges on our shirts. Soon we were invited behind the bar where we were pouring drinks while people videoed us. By the end of the night we’d turned a quiet bar into a busy one. It was a great night.

The following day was the final leg of World Class, the ‘Cocktails against the Clock” round.

When we docked in Barcelona there was a feeling of excitement and anticipation in the air. Everyone got dressed to the nines and was transported to the historical bullring where the ceremony took place. After a spectacular show, Spain’s David Rios was crowned the winner, and all the competitors, judges and guests returned to the ship to continue the celebrations.

Regretfully I didn’t get to see all the bartenders in action – mainly the ones that were in my group – but some great friendships were forged. Ivar (Netherlands), Jenner (Canada), Emil (Sweden), Jeff (USA), Theodoros (Greece), Matteo (Italy) and Gareth (UK) are some of the many people who I got to know very well at World Class. Aside from making lifelong friendships, one of the many highlights from my World Class experience was shaking up my Ginstitute cocktail with Gaz Regan, a true legend of the industry and someone I look up to. I’m very grateful to Diageo for the opportunity and I highly recommend that every bartender serious about his or her craft enters this competition.

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

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bartenders and guests. There were three competition bars on the ship. Firstly, The Casino Bar which hosted the “Time to Play” challenge; secondly Sunset, on the aft of the ship, was home to “Mediterranean Mastery”, “The Market Challenge” and the intense grand finale that was “Cocktails Against the Clock”.

The final bar, named Looking Glass, rolled out the “Red Carpet” challenge and the daring “Singleton Sensorium”.

Our role was to ensure the smooth running of the competition and assist the competitors with their every need.

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SAFFAS ABROAD

DIRK HANY GROWING UP IN GERMISTON, JOHANNESBURG I HAVE ALWAYS LOVED TO COOK AND COMBINE FLAVOURS, MOSTLY HELPING MY MOM IN THE KITCHEN. THIS WAS THE KICK OFF TO MY CAREER IN HOSPITALITY.

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My dad, a very clever Swiss chap, told me if you want to be successful in hospitality you should go to a hotel management school, preferably in Switzerland. So after 8 years at the DSJ (German School Johannesburg) I moved to Switzerland with my family to commence a journey that has not reached its end yet.

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Finishing off my 2 last years of high school in a small town called Oberrohrdorf in Switzerland, I launched my career as a chef apprentice at the Restaurant Pinte in Dättwil, cooking on a 1 Star Michelin level.

In my 3 years of education I learned how to combine flavours and tastes. This would become an enormous plus in my future career as a bartender.

When I finished my apprenticeship I moved on to cook for awarded chefs in Switzerland. In my spare time I would work at a little cocktail bar named Rebstock in Baden just 20 minutes away from the lively town of Zurich. I remember mixing my first ever cocktail, a Zombie! Needless to say that I debuted with a cocktail that was famous all over the world and strong as hell. I would even put some more alcohol in it just make the customers happy. Little did I know at that time what bartending was all about. Certainly not getting the costumers happy and lively… I mean DRUNK …

Before starting the hotel management school in Luzern in 2004 I undertook a small traineeship as a waiter/bartender at the Hirschli Bar in Baden. This was where, for the first time, I would start to make cocktails according to written down recipes that actually tasted good. Finally realising that combining different tastes and aromas, herbs and spices, liquors and juices would make drinks interesting and very exciting, I found my passion. A passion that would never go away, ever: Bartending.

After my first semester at the hotel management school in Luzern I needed to learn French to pass the upcoming exams. So where do you learn French fast? In France of course! So off I go to beautiful Montpellier in the South of France in the beginning of 2005. At the “Ayers Rock L’Australian Café”, on the “Place de L’Europe”, this high energy flair and cocktail bar would be the place I would spend my Tuesday nights as a French language student. Tuesday was student night, with happy Hour all night long! I would watch these miraculous bartenders do their magic, hoping that one day I could get the chance to be one of them. The day came

when one Tuesday night I asked the bar manager if there would be any chance of trying me out one day.

After sending in my CV I received a call requesting I pop in on Friday for a tryout.

Well off goes Dirk on his new adventure.

Ready to throw bottles through the air and make customers happy. ……. Well, I was mistaken.

I was shocked when Enkil, the manager, put a serving tray in my hand. “Every bartender must start at the beginning,” he said. For the next two months I would serve customers, clean the toilets, mop the floor and be called FNG all the time ( FNG = F***ingNew-Guy). I would attend French class in the morning. In the afternoon I would be trained by Enkil and the other bartenders on perfect serves, flair, customer relations and all the aspects of being a professional bartender before prepping for the evening shift. Very soon I realised that the “glassy” is as important as the rest of the crew.

When I finally moved up on the ladder I was to barback for another three months before (after passing the cocktail recipe, speed work, free pour and flair tests) I was able to mix my first cocktail as a full bartender professional.

I worked in Montpellier then in Cannes during 2005, 06 & 07, always going back to carry on with my hotel management school in Luzern Switzerland. During the time I would be in Switzerland I would tend and manage bars to earn money to pay for rent, school and nights out with friends.

Early 2008 I was asked by my old boss at the Hirschli Bar in Baden if I would come back to manage the bar. Not planning on going back to France again, I accepted

MAGAZINE the challenge. Putting my senses to the test I created new cocktails, designed a new cocktail menu and achieved a 75% increase in cocktail-turnover in one year.

Introducing hospitality (FriendlinessAttentiveness-Knowledge) to my co-workers, we changed the beer and wine bar into an upcoming cocktail bar which to this day is renowned for great cocktails and hospitality.

Later that year I was elected Switzerland’s Bartender of the Year 2008, which opened up new opportunities, one of them being asked to be the Brand Ambassador for Pernod Ricard in Switzerland in September 2009, shortly after graduating from Hotel Management School Luzern.

Mentoring on amazing brands like Absolut Vodka, Havana Club and Plymouth, just to name a few, and building up a network of friends that share the same interests as I do is what has made my job an exceptional experience that I can recommend to everyone. Thank you Pernod Ricard for this opportunity.

I have spent the past 4 years travelling the world, visiting the rich fields of southern Sweden, enjoying Mojitos and Daiquiris in the dazzling bars of Havana, Cuba, and sipping Martinis and Marguerites in Plymouth.

Sharing my past experiences, knowhow and passion with young bartenders has been truly rewarding.

As of December 2013 I have been appointed bar manager at the famous Widder Bar in Zurich, nominated for the Best Hotel Bar in the World 2013 at Tales of the Cocktail in New Orleans. Renowned for its huge spirits selection, especially in the whisky category, this is a bartender’s paradise.

Going back to tend such an amazing bar is a huge ascent for me. Behind the bar I can live my passion; after all, it’s the greatest job on earth.

The journey continues…

My Drink: GIN-JAM 6cl Mate-Tee infused Beefeater 24

(Cold infusion, 10gr of Mate-Tee

to 1L Beefeater 24 for 15min) 5ml Pernod Absinthe 2cl Fresh lemon juice 1pc Bottom part of lemongrass 1-2tsp Fresh rhubarb and strawberry jam

(depending on sweetness) Muddle lemongrass in a shaker. Add remaining ingredients. Shake vigorously. Fine strain into a tumbler over a big chunk of ice.

Garnish with a lemon zest.

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MAGAZINE

SOUND CHECK

ARNO CARSTENS

MAGAZINE

BY GRANT MCDONALD

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BROUGHT TO YOU BY

Sitting with Arno at Olympia Café, Kalk Bay, Cape Town.

ARNO CARSTENS IS THE REAL DEAL. TO STAY RELEVANT IN THE SA MUSIC INDUSTRY FOR THIS LONG YOU HAVE TO BE. AS THE FRONTMAN TO THE SPRINGBOK NUDE GIRLS AND, MORE RECENTLY, AS A SOLO ARTIST, HIS DISTINCTIVE VOICE HAS GRACED SA RADIO STATIONS FOR THE BETTER PART OF TWO DECADES. THE NUDIES BURST ONTO THE SCENE WHEN SOUTH AFRICA WAS AT A POLITICAL CROSSROADS. UP UNTIL THAT POINT, MOST LOCAL MUSIC WORTH LISTENING TO HAD BEEN BANNED BY THE NATS; BUT THE TIMES THEY WERE A CHANGIN’, USHERING IN A KIND OF CREATIVE RENAISSANCE IN WHICH ARTISTS COULD EXPRESS THEMSELVES WITHOUT RESTRICTION. IN THE EARLY 90S SOUTH AFRICA WAS CRYING OUT FOR LOCAL MUSIC TO STEP UP. THE SPRINGBOK NUDE GIRLS WAS ONE OF THE BANDS THAT ANSWERED THE CALL, AND THEIR VOICE WAS ARNO CARSTENS.

jam sessions on Sundays. Theo and I jammed there the one night and it was really cool, so we decided to do a gig. We pulled together a bassist and a drummer from a band called Moaning Lisa whose music I liked and that was the start of it. They had a “House of Love” kind of sound, Theo was into Pantera and I was into Nick Cave which was an interesting combination! After that first gig it just went crazy. Then the trumpeter approached us to join the band, and we were like seriously, a trumpet?! But he was quite persistent so we gave it a go and it worked.

MUDL: How did you get into playing music?

A: From the beginning it was lekker. Then we recorded our own little album, then we got signed.

ARNO: There was a place upstairs at the local rec centre in Stellenbosch that held

M: And how did the band name come about?

A: I had to come up with a name and it kind of came to me in a dream. One morning my girlfriend was getting ready for work and I was drifting in and out of sleep. Then while I was dreaming I heard the radio DJ say “Tomorrow night the Springbok Nude Girls will be appearing live at the…” and I quickly woke up and wrote it down. I don’t know where in my subconscious it came from but took it to the band and they liked it.

M: When did you break out and how did you get your big break?

M: So after you developed a fan base in Stellenbosch were you approached to record by a label?

A: No, it cost us R15,000 and we did it ourselves. We made the whole album in two days in a makeshift studio. We were all in different little rooms; I was singing in a bathroom! So we recorded the first day and mixed it up the next. Right from the beginning Theo said he wanted to go into producing, so he got quite into it.

“ We made the whole album in two days in a makeshift studio... I was singing in a bathroom! ” M: R15,000 was quite a lot of bucks 20 years ago, especially for a student!

A: [Smiling] Ja we borrowed from a few people. We went through a few tough times but those memories are fading; I only really remember the good times, and there were a lot of them. When you look back at your youth the great memories tend to stick out, but if you think about, there were times that sucked [laughing]. I remember when we used to play for six packs!

M: Is there anything you would do differently?

A: [Long pause] Look, the opportunity wasn’t really there, but if it was, it would have been really cool to have left for America. South

M: There are a lot of SA expats living in the UK that make the entry into that market easier for our musician.

A: I understand that but I still think it would be better in the long run to go to the US. A few bands have tried but most only go once they’re too old. You should go in your early 20s. We had a chance to go to New York 7 years after we started – I think I was about 30 – and that was too late. We had reached the rooftops of our popularity, and after a while, anything that was once “cool” becomes uncool. It’s the nature of the beast.

M: I suppose you become a victim of you own success.

A: Exactly. I mean look at Naas Botha. For a while everybody hated him and now he’s loved again. I think you’ve just got to push on and eventually people will respect you for sticking it out. It’s natural for the popularity of musicians to rise and fall, especially with so many journalists and bloggers out there trying to make a name for themselves by being contentious. Sometimes they will say something really horrible about a well-known artist just to make an impact; in a way, they’re part of the entertainment industry.

M: Your first album was Neanderthal 1. Interesting name.

called

A: I like pop art, so the “1” comes from Formula 1 racing; we combined it with a photo of Theo’s face in which he looks like a caveman [laughing].

M: There are some iconic Nudies songs on there. How many from that album were picked up by radio?

A: Five of them. Bubblegum on my Boots got a lot of attention, but our first song on radio was Managing Mula. But you must remember that in those days Mandela had just come out of jail and before we arrived on the scene most South African music was banned from radio. We were just in the right place at the right time. Neanderthal 1 wasn’t even a very good production, but they played it.

M: There is quite a difference between the harder music of the Nudies and the more melodic stuff you’re making as a solo artist.

A: There is a whole army of people who like Springbok Nude Girls and hate my stuff and there are loads of people who like my music and hate the Nudies. The funny thing is I wrote most it [laughs].

M: It’s been a while since you and the Nude Girls played together. Are you still on good terms?

A: Ja we are but it’s not like we speak to each other every day. We did play together when U2 was down but that’s about it.

We’ve come to the conclusion that we’re not going to be as on the ball as when we were rehearsing twice a week so we’ve gone our separate ways. The stupidest thing we did was officially break up as a band; we should have just stopped playing rather than make a big thing about it. But next year is our 20 year anniversary so we are planning on playing a lot of the festivals. It’s not so much about the money as it is about playing together again.

M: Any plans in the pipeline for your solo career?

A: Ja I’ve just recorded a little acoustic album and it turned out to be something a lot bigger than I had imagined. So next year I’m bringing out a whole new format with an orchestra, background singers, a brass section… but it’s still acoustic. We covered ACDC’s Highway to Hell and it sounds nothing like the original. And there are other songs I’m working on with a guy from Spain that are mind-fucking. He’s a way-out guy, so it’s going to be interesting. After that I’m going to take some time off. Since my son was born a year and a half ago I have been too busy to write, so I want to sit down next year and write a really good album. I liked the Atari Gala album I just did but it was a bit self-indulgent, and if you want to be a working musician you’ve got to write a few hits.

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Africans have got this thing with the UK; I don’t know why we’re so UK-befok.

“ But radio has changed... now it’s up to one little wanker to decide if a song is played or not. ” M: Did you write the song “Another Universe” specifically for the VW ad?

A: No it was off the Another Universe album, which came out before the car. When I did that album my record company had left me so it was backed by private investors. 5FM initially refused to play the song because they said it wasn’t good enough, but when VW picked up the song it became a massive hit and all the other stations started playing it. After a while 5FM eventually added it to their playlist, and the record company also came back and signed me again, which was quite nice. But radio has changed a lot over the last few years. They used to test songs before adding them to a playlist; now it’s up to one little wanker to decide if a song is played or not. Sex is on Fire by Kings of Leon was rejected by radio stations in SA 6 times before it made it on air – it was the biggest song in the world!

M: We do tend to take our cues from overseas too much.

A: Ja we’re not leaders, and we underestimate ourselves and our local talent. We’re not building an art culture in South Africa; the government has done fuck all for art in this country.

M: What is your process when writing a song?

A: I usually start with a melody which will then trigger images in my mind. I’ll then start humming along to the tune, or I’ll sing using nonsensical words that sound like another language. After a while I’ll starting humming using various letters until a song is formed. Sometimes I get ideas from TV. In fact the first line from “C N End” – As the quiet rhythm of life returns – was inspired by a line from a David Attenborough wildlife documentary.

M: Do you ever get people coming up to saying “I’ve got this great idea for a song”?

A: Ja it happened this morning. I don’t know what they think I’m supposed to do with it.

M: What’s on your iPod at the moment?

A: I’ve just bought the new Kings of Leon.

I also discover a lot of interesting stuff on Youtube. There are some amazing videos out there, although the music on its own would never make it onto radio. James Blake is amazing and Lawrence Rothman is fucking great. I love heavy music but there is some electronic rock that is also awesome.

M: If you could collaborate with one musician alive or dead?

A: I don’t know, there are so many… names like Jim Morrison and Bob Marley come to mind… all the dead fuckers. I’d do them all!

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BRANDED!

PROPERLY LEVERAGING SPONSORSHIPS

RYAN DUVENAGE byBY grant mcdonald

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For brand sponsorships to be viable they need to benefit everyone involved

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I LIKE ELEPHANTS. THEY’RE INTERESTING BUT THEY’RE ALSO BIG AND CUMBERSOME AND WHEN THEY’RE STANDING IN THE PROVERBIAL ROOM, NO ONE WANTS TO TALK ABOUT THEM. THIS IS USUALLY BECAUSE IF YOU PISS THEM OFF THEY TURN INTO AN ANGRY AND NOT ENTIRELY RATIONAL ONE TON PROBLEM THAT CAN QUICKLY GET OUT OF HAND. I see the relationship between liquor brands and South African bartenders (and the bars they work in) as an ‘elephant in the room’ type situation that has been brewing for a few years now and while it may not be a full-scale raging pachyderm just yet, I think it’s something we should take note of and make an effort to address as an industry.

As South Africa begins to move past the baby steps stage and starts running full speed to catch up with the global cocktail renaissance, these relationships are going to become exponentially more important and the potential benefit to both groups is huge.

So let’s start at the beginning. Bars and bartenders want free stuff – training, equipment, sponsorship, stock, branding, promotions and events – sometimes even just old fashioned money! Brands on the other hand want visibility, positive exposure to their target market and most importantly, sales in an increasingly cluttered landscape of similar products. Apart from the few brands that are lucky enough to sell themselves, this takes concerted effort on behalf of the bar and bartenders and this is where I think a bit of a disconnect has developed. Venue owners have started seeing the brands vying for a spot on their back bars as a way to subsidise their businesses in these increasingly tough economic times and I feel many bartenders have taken a cue from this mind-set – simply a source of free gear, free drinks and the

odd party. Now don’t get me wrong – there is nothing wrong with a mutually beneficial relationship – both parties need each other to be successful so there are obvious synergies but the key there is “mutually”. It’s a small example but how many bars have you been to where the bartender serves you Brand A’s competitive product in Brand B’s branded and sponsored glass? I’ve been to a lot. As I said, a small example, but one that illustrates the lack of reciprocal effort to recognise the brand’s contribution to the success of your bar or event.

On the flip side of this situation we see brands fighting for your back bar, your cocktail menu, your pouring brands – sometimes it feels like they’re fighting over your very soul! Many brands may over-promise and under-deliver on support packages and events and in many cases, it’s simply the brands with the deepest pockets that buy “loyalty” through exclusivity agreements, pouring status and incentives. Many will argue that this is just good, competitive business practice and to a point this is true but at what point do deep pockets over-ride meaningful, personal relationships with a brand and its representatives? Or is that a naïve view?

A trend that has been steadily growing overseas is that of the Brand Ambassador.

Now there are two kinds of Brand Ambassador out there – the first is the celebrity who is paid to endorse a product by lending their name, image or legions of Twitter followers to a product to boost sales and make a product “cool”. The second is a person who’s job it is to use their extensive knowledge and passion for the product to educate, inspire and generally live their brand - usually to the on-trade industry but sometimes also directly to consumers. These guys and girls are often (but not always) ex-bartenders – if you want someone knowledgeable and passionate

with relationships and networks within the industry, who better? South Africa has seen far too many of the first kind of ambassador but we’re gradually coming round to the second as well with a few brands introducing positions where some of SA’s finest bartenders are able to bring their passion and knowledge to bartenders all over the country. I see Brand Ambassadors as a kind of bridge between the brands and the bars and venues they work with. While they represent the interests of the brand, they also understand the bartenders’ and venue owners’ side of things, and many of the most successful bar/brand relationships that I’ve seen are a result of a BA working closely with a venue and its staff to deliver the kind of mutually beneficial situation that we need to see more of if we hope to drive our industry forward.

“ ...venues need to start taking ownership of their commitments to brands and sponsorships.”

In researching this article I chatted to a few Brand Ambassadors – guys like Alex Farnell (Brandhouse Reserve Ambassador) and Kevin Snyman (Bacardi Portfolio Ambassador) – to get their take on things and the thing that struck me from both of them is just how much they WANT to work with bars and bartenders who are passionate about what they do. They WANT to support people that are interested and excited and keen to push the boundaries of the SA cocktail scene. They don’t want you to sign over your pouring rights for a cash pay-out and an agreement you’ll ignore or forget in 6 months. They want to provide you with amazing competitions, education and training to develop your staff into world class bartenders, equipment, events and yes sometimes even cash, but

It’s not all doom and gloom though. An increasing number of bartenders and venues are getting the relationship right.

As Alex says of Brandhouse’s World Class program, “The relationships we have formed have snowballed and bartenders are inspired, hungry and eager to grow. I am actually amazed at the loyalty we are getting in trade with the RESERVE brands and we see it in the on-going sales growth.” The benefits of these partnerships to bartenders and their bars is also tangible with many of the venues and their staff winning awards, gaining unprecedented media exposure and enjoying the increase in customers that these opportunities afford.

So what can you do as a bartender, manager or venue owner to maximise your relationship with the brands you choose to partner with?

According to Alex, venues need to start taking ownership of their commitments to brands and sponsorships. “If you commit to something, honour that commitment for the duration of the agreement. Don’t cut corners and don’t do things behind the brand’s back. Be transparent in your decisions and consider the brand for support at all times.

Treat the brand as if it were your own, and the supplier will reward you greatly for it.”

“For bartenders, respect the brand at all times, especially when financial contributions have been made. Sometimes bartenders don’t realise that without brands, we wouldn’t have the competitive landscape of global competitions, PR and

“ Brands need to realise that they are competing... for the hearts and minds of bartenders...” education programs. If you are representing a brand in a competition, show the brand that you are grateful for the experience.”

All this brand love isn’t a one way street however. Brands need to realise that they are competing not just for sales, but for the hearts and minds of bartenders – the front line between the consumers and the brands.

A key ring and a t-shirt are just not going to cut it anymore! Training and education, high quality events, media exposure and above all executional excellence; things that improve the jobs and businesses of those selling your products are what will make the difference to their perception of your brand.

Their loyalty needs to be earned venue by venue and bartender by bartender. It’s hard work but the result will be your product used in more cocktail menus, that personal recommendation from the bartender or the “did you know” fact that convinces a guest to switch brands. These add up to on-trade awareness and conversion which in turn translates to off-trade sales growth.

So let’s forget about the elephant in the room. Let’s have those conversations with your Brand Ambassador or Sales rep. Find out what training programs are on offer, find out what your brand can offer that can really make a difference. Brands – Sponsor a competition. Bartenders - Get involved in a competition! At the end of the day, we’re all in the business of selling drinks and we work in one of the most dynamic, challenging and exciting environments around. Let’s work together to really kick start the South African bar industry!

MAGAZINE

in return they want meaningful interaction with you as a bartender which translates into meaningful interaction between you and your customers. They expect to earn your loyalty by providing you with the tools to make your job or business better but in return there needs to be that reciprocal, mutually beneficial relationship – in Kevin’s words “Brands building venues and venues building brands.”

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MARKET

ANALYSIS AMERICAN WHISKEY IN SA ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com

NATIONAL OFF CON - 12MM (2013)

20

MAGAZINE

15 10 5 0

4.7

14.3

4.6

14.6

11.5

15.4

3.9

19.7

-5.7

-0.7

3.5

7.3

-5

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-10

-15

Whisky

Scotch

Irish Vol. GRTH 12mm 2012-2013

AMERICAN WHISKEY IN SA

American whiskey accounts for just over 3.5% of all whiskey volumes sold through the South African off-premise trade. This amounts to almost a million litres. The American Whiskey market is very narrow in South Africa with only 3 brands achieving major distribution and the number one brand accounting for over 90% of volumes. American whiskey is seeing volume declines of -5.7% annually compared to total whiskey which is growing at 4.7% in volume. Irish whiskey drives this growth, being the only origin country seeing double digit growth. Within American Whiskey smaller brands are seeing growth, however this is off of a small base.

Sales by Volume Scotch Irish South African American Other

South African Value GRTH 12mm 2012-2013

American

Other

FLAIR

WHAT IT TAKES TO COMPETE

MAGAZINE

BY TOM DYER

THE CROWD THROWS THEIR HANDS IN THE AIR, DRINKS ARE MADE, GIRLS ARE SCREAMING, THE MC IS SHOUTING YOUR NAME AND THE BARTENDER HAS THE BIGGEST SMILE ON HIS FACE. THIS IS WHAT DOING A FLAIR COMPETITION IS ALL ABOUT.

As a “flair” bartender, sometimes you get a tiny taste of what it must be like to be a rock star. When you have trained for years and years, sometimes on one move, and then to land that move on stage to a room full of screaming fans… there is no better feeling that you can get in your flair career. Whether you come first or last, you will never forget that moment of appreciation for the hard work you have put in over the years.

But what is the journey like to get to that point?

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This brings us way back to the beginning of a bartender’s flair career.

Before you start flairing you need that kick to get your started, and normally it is when you go and see a flair competition and witness a spectacle as described above. Once you get the bug, that’s when the training and practice has to start. So after years of practicing, training and competing, what does it take to enter an international competition of today?

Rules

This is a good place to start. You need to know what is required of you to earn the most points in a competition. In some cases the rules of a competition have been its biggest downfall, with too many rules and regulations resulting in too many problems.

I remember one event that had a Free Pour round included in the competition. In this round you had to pour a number of measures with different bottles in the quickest time possible, earning bonus points for being under a specific time. Because of the way the points were allocated in the Free Pour round, if you called “time” (which means you are finished) immediately after your round started without pouring anything, the bonus points you would have been awarded would far outweigh any score you could get if you attempted to do the round properly, thus giving you an amazing score.

Sometimes you have to make “proper” drinks with real alcohol, and other times you are just being judged on whether you follow the correct techniques and recipe to make the desired drinks. At the end of the day though, in EVERY competition the drinks are the most important aspect. I constantly get asked “How can I do better in flair competitions?”. My response is simply “MAKE YOUR DRINKS”. It is the part of the comp where you can score the easiest points but also where you can lose most points. So I’ll say it again “MAKE YOUR DRINKS!” The WFA have a great scoring system and are currently in the process of updating it. Watch this space for more info.

This is what can make a competition great. The setup of a flair competition is the most important aspect to make sure it is going to be a success. I have been to competitions in many different venues, from big exclusive nightclubs, car parks, hotel receptions, pizza resta urants, bars, cafés, beaches, bar schools and even in shopping centres. By far the best venues are the most intimate ones. The biggest problem with flair competitions is keeping the attention of the audience. You need a good MC, and you need to keep it flowing.

The stage, the lights and where the crowd are placed make or break a competition. There are some competitions that have been going for many years, simply because of the stage setup they have. Lights that showcase the performer but doesn’t blind him/her and enough space and ceiling height to allow for big moves are two important factors. And then finally the crowd needs to be close enough to the stage to feel like they are part of the action.

“All the hours in the practicing room, the cuts and bruises cannot prepare you for the emotion you get when you walk out on stage.”

As a competitor, the build-up to a competition is the most fun and frustrating part. This includes choosing the right music, making the best routine to go with it and coming up with new moves to wow the crowd and judges. Once you get your routine ready to go, it is a case of practicing it over and over and over and over and over and over again. And then when you feel like you can’t practice it anymore, you do it again.

Injuries

There are two very famous flair guys (Tomek and Marek) that used to have a competition on the number of stitches they have accumulated from their injuries. Marek has since given up on about 30, whereas Tomek is on about 54 stitches. I have been very lucky and currently have zero.

A few guys have cut tendons in their wrists, limiting the movement of their thumbs, Nicolas St Jean being one of them. When he cut a tendon on his hand, he couldn’t use his strong hand for many months, so he used to just flair with his right hand, making that stronger and better.

Some have sliced open their foreheads from stray broken bottles,

others their ankles and kneecaps. There was even one guy in Bali we met this year that cut off one of his fingers. So, please be careful.

Injuries aside, the frustration you can get when training can really take its toll. I’ve known people to break bottles in anger, throw rubbish bins across the room or flip their practice bar over. But you have to pick yourself up, start again and keep training.

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Location and Venue

Judges

Get the wrong judges and all that practice was for nothing. I am referring to judges that don’t know difficult moves from easy ones, or creative moves from copied ones. Simply, they are not educated enough to be able to judge properly, which means the routine that has taken you 3 months to perfect, and given you ‘x’ number of injuries, would not be appreciated by the judges and so not marked accordingly. If the results are not right, that takes away a lot of the credibility of a competition which can upset competitors, organisers and sponsors, meaning the competition might not happen again.

Game Day

You’ve done your practice, your routine is ready, you’ve prepared your music, the venue is full up and the crowd is waiting in anticipating for your round. It’s your turn to go on stage and your heart is pounding as they build up your introduction. Your mind is racing as you try to keep calm and think about the routine ahead. Don’t forget the first move, keep calm, and remember to smile. The MC calls your name, you walk out on stage to a roaring crowd of flair fans. The MC gives your count down and you’re off. Five minutes later you’re done.

Some bartenders finish with a massive smile on their face, others cry from too much emotion, or someone was actually physically sick after his round. It’s amazing how a five minute flair routine can affect you. Your emotions on stage can take control of you, but it is this that you need to control to pull off the routine you’ve been practicing for. All the hours in the practicing room, the cuts and bruises cannot prepare you for the emotion you get when you walk out on stage.

Overall, preparing for a competition is a frustrating, time-consuming, life-engulfing, physically tiring time that will annoy you, make you want to quit, make you smile, excite you and bring you down. But it’s all worth it for that one moment on stage when you land that move you’ve been training for over and over; something I’ve been lucky enough to have pulled off many times. These are the moments that, when you look back on them, give you, goose bumps. They are worth every second!

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AVAILABLE APPS

ABUZZWINE APP BUY WINE WHENEVER, WHEREVER

ABUZZWINE BRINGS YOU THE FIRST SOUTH AFRICAN MOBILE WINE PURCHASING APP. YOU CAN PURCHASE YOUR FAVOURITE WINES FROM A COMPREHENSIVE LIST OF TOP SOUTH AFRICAN WINE ESTATES VIA YOUR SMARTPHONE OR TABLET, WITH DELIVERY TO YOUR DOOR.

MAGAZINE

Following the successful launch of the abuzzWine mobile wine purchasing app for Android in March 2013, abuzzWine now announces the launch of the iOS app for iPhone and iPad. They have also renegotiated their agreements with wine estates to bring you even better prices.

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Lovers of South African wine locally now have the opportunity to purchase South African wines at tasting room prices from a comprehensive list of wine estates. They can also compare tasting notes and technical notes of the different wines, allowing them to make an informed decision about your purchase.

The app is very user-friendly, with most of the screens containing user instructions.

Detailed step-by-step instructions are a click away on the abuzzWine mobi site. App users can apply to join the listed wine clubs and, as a member, enjoy cashback rewards on their purchases, which can be redeemed against future purchases at that wine estate.

Also available on the app is the AbuzzWine Treasure Hunt Club, which provides a fun way to get to know the app, learn interesting facts about wine, and stand a chance to win wine-related goodies and other prizes in the monthly Treasure Hunt. Weekly questions (in the form of riddles and cryptic clues) can be solved by using a little savvy, a bit of online research and locating extra clues posted in various places online. The KEY to unlocking the AbuzzWine TREASURE CHEST is the NAME of a MYSTERY WINE listed on the app.

This product is the only free mobile wine application of its kind, and puts the fabulous variety of the Cape Winelands into the hands of wine drinkers everywhere.

More information: www.abuzzwine.mobi or scan the QR code below:

abuzz™ is a registered trademark of Comsuite (Pty) Ltd in the Republic of South Africa and/or other countries.

The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

SHAKER

FLAIR STUDIO

BY ANIL SABHARWAL

This move can be done for both working flair and exhibition flair.

1. Start with a tin and bottle in your strong hand reverse grip and other tin in your weak hand regular grip.

2. Move the tin and bottle in a clockwise circular motion until the tin is on top and release just the tin.

Join us in the next issue For more flair lessons Shaker’s Bar School can be found in Bree Street, Cape Town and in

MAGAZINE

The Shaker Flair Studio presents a step by step flair instruction for all, whether you have a bar at home and like to impress your guests or are a full time working flair bartender.

The Shaker Flair Studio is co-hosted

by Pete The Sock and Anil Sabharwal, multiple flair champions and expert flair bartenders who founded the Cape Flair Society.

Randburg, Johannesburg.

For more information contact: Cape Town: 021 422 1574 Johannesburg: 011 792 6124

3. As the tin is in the air, scoop the other tin that is in your weak hand with the neck of the bottle.

6. Carry on that clockwise motion and let go of both objects into the air.

4 & 5 Catch the tin that is in the air in your weak hand and carry on the motion clockwise with the scooped tin and bottle.

7. If done correctly, the objects should split slightly as shown above.

8. Get ready to catch the bottle with your right hand and get the tin in your left hand ready to catch the tin in the air.

9. The tin will nest in the other tin as you catch the bottle to pour.

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THE 62ND IBA MEETING

PRAGUE

MAGAZINE

BY TRAVIS KUHN

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OF THE FEW EUROPEAN CITIES WITH A WEAKER CURRENCY THAN THE ZA RAND, PRAGUE IS AS EUROPEAN AS EUROPE CAN GET. A PLACE WHERE BEER IS TAKEN VERY SERIOUSLY, PUBLIC SAFETY IS NOT, TEMPERATURES CAN RISE LIKE THE SUMMER IN THE TROPICS AND ENGLISH IS UNDERSTOOD EVERYWHERE EXCEPTING IN CHEAP CHINESE CONVENIENCE STORES. So we landed at Prague International Airport, picked up our bags off of the carousel and nervously cleared customs.

Awaiting our arrival were members from the host association welcoming us with traditional Czech biscuits followed by shots of Becherovka, chased with little pieces of pear. Becherovka bitter is the national spirit of the Czech Republic, and it tastes no better than any of our home grown mampoer or witblitz.

Finally the 63rd IBA World Cocktail and Flairtending Championships was imminent.

Excitement was high following a pretty unexciting Beijing city who hosted it the year before.

From the moment we arrived at the Hilton Hotel in Prague I knew that this would be one to remember. Just the way the hotel was cladded with IBA banners gave a big brand feel. The CBA (Czech Bartenders

Association) can take a bow on how the presence of the IBA was conveyed to all guests staying at the Hilton over that week, and if you didn’t know that there was a world championship of bartending happening then you probably hadn’t heard of the world wide web, or Facebook either.

Into my room on the second floor, no.

2040, I arrived to the greetings of my new roommate Robin Gaire, a Nepalese drown survivor from Australia who works in Sydney.

He was totally keen to hit straights shots of vodka out of our goodie bags for fun, so I made a dash for the door to hook up with Dean Spencer and take a ride to the store for some supplies.

The first night of the tour commenced with the Gala Dinner. This was a black tie event where the evergreen President of the IBA, Mr Derrick Lee, declared the competition open in front of 400 members and guests, all sporting wonderfully pressed guild uniforms representing their country in which they work as a bartender. The general welcome and thank you speech was followed by some light entertainment after which most of the delegates made their way to the streets of Prague to get to know the locals, if you know what I mean. We did the same and found ourselves pressing the streets of Prague en route to finding our way to this very cool, totally original theme venue named “Coyote Bar” after the famous bartending

movie Coyote Ugly. In his bar, one could find himself drinking cocktails in a standard glass, chicks dancing on the bar counter, flairing with fire and generally working for tips, much like the Vacca Matta bars we know here. We went, we stayed, we left; no damage done, enjoying the Czech Kronos which was worth half a ZA Rand. Aussies, and Europeans spending Euros were going mad at this stage.

The IBA meeting is made possible every year by its associated members. These are the brands which sponsor the IBA competition and which allow the meeting to take place on an annual basis. These brands include Monin, Giffard, Finest Call, Fabbri, Routine, Bacardi, Bombay Sapphire, Carraibos, De Kuyper, Pages Verdrene, Libbey Glasses, Durabor, Perrier Water and Grand Marnier to name a few. Every year there are local subsidiary brands which sponsor the IBA as well. This year saw the IBA sponsored by the biggest bottled water brand in the Czech Republic - Mattoni Grand Water. The only reason I mention this fact is because of their involvement in the 63rd IBA meeting, they were able to host the 3rd Mattoni Grand Drink as a pre-cursor to the IBA World Cocktail Competition. It offered a prize of €15,000 to the winning non-alcoholic recipe, and needless to say that many people who were in the Czech Republic already for the IBA meeting competed in the Mattoni Grand Drink as well.

The evening of the second day, saw the flair meeting and number draw. This is always pretty painful for us South Africans because it always goes in alphabetical order so staying in there until after midnight is not unusual for me, although this year was much smoother.

The field was divided into two groups. I drew number 34, due to go off in the after lunch group along with many other notable guilds such as the UK, Australia, Sweden, Finland and not to mention previous champion and most widely regarded as the world’s best flair bartender, Marek Poszluzny from Poland.

For the first time however, the entire competition was streamed live over the internet, giving the international flair community a chance to see things as they transpire. After a marathon day of competition the final 6 bartenders were announced: Argentina, Russia, Bulgaria, Serbia, local favourite Vaclav Abraham from Czech Republic, and (no surprises) Poland.

The evening of the 3rd day is a significant one, in the fact that the hospitality suites for the sponsoring brands are opened for the first time. At each meeting the major sponsoring brands took over the conference rooms and turned them into hospitality suites for delegates to enjoy their brands free of charge. The evening of the 3rd day also saw the briefing and draw for the Classic competitors. The Classic competition was broken up into 5 different categories: Pre-dinner, After-dinner, Fancy Cocktail, Sparkling and Long Drink. Dean Spencer competed for South Africa in the Pre-dinner category, drawing no. 5 which put him in group two.

After the qualifiers of the classic competitors were done and dusted, the main hall filled with over 1000 people who came to watch the final 6 competitors of the flair go again with their final performances. The winner was announced that night of course, with the winning bartender going on to compete in the super final against the other gold medalists from each of the 5 drink categories the following night.

Morning of day 5, and the only thing left to settle was the small matter of Grand World Champion. The field was made up of the gold medalists of each of the drink categories and as well as the flair champion.

Seeing as this competition is drink based only, none of the technical aspects are taken into consideration, including the flair, which makes the busting of moves pointless.

All 6 of them prepare their drinks with no technical judge on stage with them. They all went off together simultaneously and were monitored by technical judges off stage who were watching their technical skill on cameras suspended above the bars, feeding live footage to them in a break away area. There was a separate prize for the best technical bartender hence the need for such close monitoring. Our very own president Etienne Schlechter was one of those 6 technical judges for the Super Final drink which takes place on the evening of the 6th day, coinciding with the closing ceremony itself.

The closing ceremony held special connotation for the South African Bartenders Association and indeed the entire bartending community in South Africa because this was the first year ever in which SABA was part of the closing ceremony. Next year’s Annual IBA Meeting and World Championships of bartending will be organised and hosted by the South African Bartenders Association in Cape Town in 2014 in late September, and the closing ceremony brought the competition to an end with the handing over of the original IBA flag from the Czech Bartenders Association, to us. The South

African Bartenders Association will keep it for the current bartending year, culminating in the 63rd edition to be held at the CTICC, where we will then pass on the flag to the Bartenders Association of Bulgaria, but not before have our time to shine. See you then!

RESULTS: Flair Gold -

Poland - Marek Posluszny

MAGAZINE

The Mattoni cup occupied the proceedings of the meeting for the first 2 days, with the IBA AGM only kicking off the morning after the winners were announced. During these times every grass paddock in the hotel had at least one flair bartender breaking some glass over it, trying to stay sharp ahead of the commencement of the flair qualifying round.

Silver - Czech Republic - Vaclav Abraham Bronze - Bulgaria - Timohir Mihalov

Pre-Dinner - Japan - Naomi Takahashi Tall Drink -

Sparkling Fancy -

Greece - Panagiotis Gkovatsos Finland - Greta Grönholm

Ireland

After-Dinner - Cyprus - Irina Stefanidi IBA World Cocktail of the year Finland -

Greta Grönholm

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LIQ

UI

DALE’S

BLACK ANGUS

DL

IFE

3 OCT | CPT

ST

YL

E

ONE THE 3RD OCTOBER, DALE’S BLACK ANGUS RESTAURANT IN MILNERTON CELEBRATED THE LAUNCH OF ITS NEW COCKTAIL MENU, AND THE KRAKEN HUNTER SAW FIT TO PAY THEM A LITTLE VISIT. Sebastian, the owner, was on hand to mingle with guests and oversee the running of the kitchen while Carlo, the front of house manager, made sure that no one was without a drink for long. The large central bar makes for easy access and the large is a great place to spend lazy summer afternoons.

Carlo, The Kraken Hunter & Sebastian

MAGAZINE

“Everyone knows about our fantastic restaurant but a lot of people don’t know that we also have this wonderful bar area,” said Carlo. “Having said that, the news is certainly spreading!”

Kraken Black Spiced was there to lend its Strong, Rich, Black and Smooth flavour to the evening, ably supported by the lovely ladies from Monster Energy Drink.

Dale’s Black Angus can be found in the Paddock’s Shopping Centre, Milnerton.

For more info visit www.blackangus.co.za.

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Feeling the vibe at Dale’s Black Angus

The Kraken Hunter chillin’ with his boys

Chaz - Mixologist

The Kraken Hunter with his lovelies

108 MAGAZINE

!

E C A P S S I H ea b T l l i w H 4 1 WATC MUDL Lifestynlseo2r0y immersion. se

TASTE a wide variety of categories and brands TOUCH and use some of the latest equipment innovations

SEE impressive demonstrations, flair shows and competitions including MUDL Masters FlairComp - are you ready?

SMELL the delicious aromas of classic & innovative cocktails (oh ok, you can taste them too)

IN 2014

At the CTICC Thursday 27th November Saturday 29th November 2014 For more info, email info@mudlmag.com

MAGAZINE

HEAR talks from some of the most esteemed luminaries in the drinks and hospitality business

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BARS WITH HERITAGE

JOLLY ROGER

MAGAZINE

THE JOLLY ROGER, OR “JOLLY” AS IT IS AFFECTIONATELY KNOWN, IS TRULY UNUSUAL WHEN IT COMES TO YOUR AVERAGE JO’BURG DRINKING ESTABLISHMENT. YOU’LL TRAVEL FAR AND WIDE THROUGH THIS GOLD MINING TOWN TO FIND A VENUE WHERE YOUNG AND OLD, WELL-TO-DO AND NE’ER-DO-WELL, OFF AND WELL OFF, MIX SO FREELY AND HAPPILY.

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Taking its name from the nearby Pirates Rugby Club, the Jolly Roger was established on 23rd October 1993, though many, many Jo’burgers swear it has been around a hundred years. The number of “locals” who tell stories of their grandparents frequenting the bar is the stuff of legends.

MAGAZINE The décor does reinforce those beliefs with a truly wonderful mix of collectables from many of Johannesburg’s historical landmarks; old hotel signs, pub boards and even a ship’s bell add to the folklore.

As legends go, the Jolly’s pizzas are also widely reputed to be amongst Jo’burg’s finest, fired in a traditional wood burning oven and further fired up with the famous Jolly chiili sauce, stylishly presented in old Valpré bottles. Students take up residence on Wednesdays and Sundays which are half price pizza nights, and Jack, the co-owner, has recently introduced the “Monday Club” for Jolly regulars who will benefit from another night of discounted pizza and beer.

The fantastic selection from the good old fashioned Juke box makes for some epic parties, often kicked off by the proprietor, LeBrun Rossouw, who Jack often needs to ask to settle down. There can be few business owners with their hearts more deeply invested in their enterprise.

Whether you’re downstairs in the hubbub of the bar or upstairs watching a sunset from the deck, you’ll always find a friend at the Jolly, regardless of whether you knew him prior to arrival. It could be Saturday rugby, English Premier League or a lazy afternoon of Test cricket. Pop in, grab a beer and become a local at Parkhurst’s local, the Jolly.

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BIRTH OF A BRAND

MAGAZINE

GELO

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GELO IS A FLAVOUR-INFUSED, EUROPEAN LIQUEUR BEST SERVED ICE-COLD. CAREFULLY MADE WITH THE PUREST INGREDIENTS, IT IS TRIPLE DISTILLED FOR SMOOTH DRINKING. GELO COMBINES A FINE SELECTION OF SPIRIT APERITIF WITH SOMETHING FRESH AND REJUVENATING. Gelo is marketed and distributed by the Alternative Beverage Corporation and has achieved saliency through an aggressive and intensive activation platform, coupled with a solid distribution and trade orientated strategy. David Shields from Alternative Beverages attributes its early success to its fantastic flavour concept and simple packaging design.

“Once people experience Gelo, the product sells itself, so our primary goal is to raise product knowledge and awareness,” says David. “We aim to achieve this through countrywide activations and comprehensive distribution channels.”

Through taste profiling, Gelo has come up with a new and exciting product that is satisfying a high consumer demand for quality. In the short time that they have been here they have been so well received that they are confident of selling another 50,000 units between October and the end of the 2013 fiscal.

Gelo’s first public showcase in South Africa was at the Good Food and Wine Show, Johannesburg. Needless to say, it was a hit! Check out some photos of their stand on page 19. The following weekend Gelo was the headline sponsor at H2O Africa, where they sold 900 bottles in one day!

High demand for the product has meant that national distribution has not yet been achieved, but you can expect to find this product on the shelves of your local bottle store by the end of the year.

Find out more about this new brand that’s in a category all of its own by visiting their Facbook page (facebook. com/GeloShotSA), website: www.geloshot.com or checking out their Twitter feed (@Gelo_SA).

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MAGAZINE

WINE CORNER

A WHOLE NEW WORLD

MAGAZINE

BY DAVID WIBBERLEY

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NEW WORLD WINES OR NEW WORLD OF WINES WITH AN OLD STYLE? I WANT TO START BY CLARIFYING FOR THE READERS EXACTLY WHAT IS MEANT BY THE TERM ‘NEW WORLD WINE’. AS WITH MY PREVIOUS ARTICLES, I WILL TRY TO TREAD CAREFULLY AWAY FROM TECHNICAL JARGON THAT MAY JUST MAKE YOU WANT TO PUT DOWN YOUR MUDL IN FAVOUR OF A GQ OR COSMO. BUT YOU CAN STILL PICK UP INTERESTING BITS OF INFORMATION OUT OF THIS. OUR AIM IS TO ARM YOU WITH RELEVANT KNOWLEDGE AHEAD OF YOUR NEXT CHEESE AND WINE PARTY AND HOPEFULLY WE’LL DO JUST THAT. New world countries are those that are producing wines outside of the traditional Old World of Europe and the Middle East. Countries like Australia, Argentina, Chile, New Zealand, Canada and our very own South Africa. Think of Argentine Malbecs, Australian Syrahs, Chilean Cabernets, New Zealand Pinots and South African Chenin Blancs. [I’ve never seen a Canadian wine, I have to be honest.]

After chatting with my circle of winemakers there was a clear concensus. New World wines have been made in a style that has made them drinkable right now. Their quality and potential is reached a fair bit faster than those Old World wines that are made to lie down for 30 years before they reach their optimum drinking age.

They are often referred to as wines for show, the award winners, and the ones that drink magnificently, but keep them for longer than 5 years and you have missed your window period. New World wines bring with them terminology such as “Terroir”.

Wikipedia defines Terroir as such: ‘“Terroir can be very loosely translated as “a sense of place,” which is embodied in certain characteristic qualities, the sum of the effects that the local environment has had on the production of the product.”’

Basically, this is the dirt where the wine is made. While I personally think wines are made in the vineyards, there are those who say you can only make good wine with good grapes. There will always be this speculation, and for reasons I will list later, there are particularly defined elements that separate New World wines from the Old Style. One that is particularly evident is the style of wine produced.

The climate here tends to be on the hotter side, if you think of the Swartland and area’s like Robertson. These elements give you riper fruit which, in turn, lead to higher alcohol intensity of the wine and bigger flavours. It’s not uncommon for travelling tourists to be seen slurring and stumbling after a bottle of South Africa’s leading varietals as they are just not used to the alcohol volume of the wine.

We as a New World producing country, along with United States, have got very creative with our branding. We use all sorts of ideas to market wines these days. I mentioned a few in my previous edition and another one I saw recently was called the Boer and Brit. You won’t see a “Frog and Snail“ with the farmhouse estate printed on the backdrop on your Old World French label, and that is why you see a lot of estates these days going back to the traditional cream/ ivory label with the black and white etched estate house with rolling

MAGAZINE hills plastered on the bottles. Incidentally, there is now contention that we should be classed as an Old World producer as we have been making wines for over 350 years. It’s great that a real sense of tradition is being captured in the SA wine industry.

Recently I organised one of own master classes with my Irish friend who lives in Dubai and is just a nut for gathering South African wines and pairing them blind with those from other countries. It’s the best way to learn. Why blind? Well we’re training to be wine ninjas, light on swishing in the mouth, pertinent mouthfeel on tasting and pinpoint accuracy when discharging towards the spittoon. The bottles are not revealed until the end; a daunting task that tests the courage of any brave enough to suggest that they know the wine in that velvet bag is definitely a South African Chardonnay! The country competing against us is none other than the good old US of A.

Bring it, Napa. I must say I was feeling rather excited as, being a Chardonnay lover, I have had some pleasant experiences.

The show went on. Wines were revealed to be Joseph Phelps INSIGNIA, DUCKHORN Sauvignon Blanc, Jemrose Viognier, Shafer Merlot, Joseph Phelps Pinot Noir and the RIDGE Chardonnay.

South Africa was bravely represented by Kevin Arnold’s Waterford and the comparison was close. Many tempted fate and came out with fingers burnt, daring precise deductions. My draw from this: there are some impressive wines from all around the globe, and

115 “Don’t sit on your Meerlust Rubicons and Kanonkops from 1980, waiting for the ‘special occasion’… drink them now.”

when it comes to quality and value, South Africa is leading the pack.

It’s not my place to tell you the price comparisons on the wines from the various countries, but in a blind vote between whites and reds, SA beat the USA by a cool 3 -2 in the points schedule.

But let me say one last thing.

The aging of wines is something worthy of investigation. Don’t sit on your Meerlust Rubicons and Kanonkops from 1980, waiting for the “special occasion”… drink them now. You’re missing out on an experience and an education. My last experience with a Napa Cabernet Sauvignon was one from SANTA CRUZ, vintage, 1988. A treat indeed. It offered mesmerizing insight into what can come out of a New World producing country. Good to know such New World wines are still keeping it fresh.

BLURRED

LINES

WE ALL THINK WE KNOW WHAT IT MEANS TO BE DRUNK, BUT DO WE REALLY? JUST TO BE SURE, HAVE A READ THROUGH THE BELOW SYMPTOMS AND LEARN WHAT IT TAKES TO SOBER UP. YOUR ABILITY TO RECOGNISE INTOXICATION IN OTHERS, AS WELL AS YOURSELF, MIGHT JUST SAVE A LIFE, ESPECIALLY CONSIDERING THAT THE HOLIDAY PERIOD IS AROUND THE CORNER. What is Intoxication?

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A person is in a state of intoxication if their speech, balance or co-ordination is noticeably affected and there are reasonable grounds for believing this is the result of the consumption of liquor.

116

As alcohol accumulates in a person’s bloodstream and in turn flows to the brain, their behaviour is affected.

As the amount of alcohol consumed progressively depresses the central nervous system, the impact will eventually be such as to significantly affect the drinker’s understanding of events and their observable behaviour.

At this point a person is considered to be intoxicated or drunk. If the consumption of alcohol continues, the level of intoxication will eventually reach a point where the drinker lapses into unconsciousness.

Recognising the Signs

People generally progress through a number of stages when continuing to consume alcohol: 1: A noticeable change in behaviour.

•Becoming loud and boisterous.

•Suddenly using offensive language.

•Slurring or mistakes in speech.

2: Lack of judgment.

•Being careless with their money.

•Complaining about the strength of a drink.

•Suddenly becoming bad tempered or aggressive.

•Annoying other customers.

3: Clumsiness.

•Spilling drinks.

•Fumbling with cigarettes.

•Difficulty in picking up change.

•Trouble removing articles from a wallet or purse.

This stage is where people are becoming visibly affected by alcohol and is often viewed as the transition into being intoxicated.

4: Loss of coordination.

•Swaying and staggering.

•Difficulty in walking straight.

•Bumping into furniture and other patrons.

5:Decreased alertness/lapsing into unconsciousness.

•Delays in responding to questions.

•Drowsiness.

•Not hearing or understanding what others are saying.

•Asleep in a corner or on the bar.

WARNING: Certain types of disabilities can create the impression that a person is intoxicated. Dealing with people with disabilities requires care, sensitivity and, if you happen to work in the hospitality industry, professionalism. In most cases it is normally a combination of these signs, in conjunction with a person smelling strongly of liquor, that would indicate that a person is intoxicated.

Sobering up

As blood containing alcohol circulates through the liver, alcohol is removed by a process known as oxidation.

•95% of the alcohol you consume is ultimately removed from the body by the liver.

•5% is removed through breath, urine and perspiration.

•It takes a healthy liver approximately one hour to process a typical drink.

The following methods DO NOT have any effect in reducing the level of alcohol in a person’s body: •Coffee

•Going to the toilet •Shower

•Drinking themselves sober •“the hair of the dog” •Going for a swim

NONE OF THESE METHODS WORK! The only way to sober up is to give your body TIME to process the alcohol consumed.

Responsible consumption

The South African Department of Health has published guidelines in terms of what is regards as sensible drinking and these are not more than three standard drinks (340ml beer, single tot of spirits or a glass of wine) per day for men and not more than two standard drinks a day for women.

A broader definition of what can be described as responsible drinking is the enjoyable consumption of alcohol beverages within the limits set by your health, circumstances and your obligations to family, friends and society. Irresponsible drinking on the other hand is drinking beyond those limits and placing yourself and those around you at risk.

Issued By: The Industry Association for Responsible Alcohol use Url: www.ara.za

CONVERGENCE:

THE NEW NORMAL

BY KARL GOSTNER, PRIMEDIA

Primedia Broadcasting:

Primedia Broadcasting is one of the largest commercial broadcasters in the country, as owners of Talk Radio 702 and 94.7 Highveld Stereo in Gauteng as well as 567CapeTalk and 94.5 Kfm in the Western Cape. It is also home of Eyewitness News which serves all four of these stations as well as offering news via www.ewn.co.za; ewn.mobi, breaking news SMS alerts and an EWN app. Primedia Broadcasting is also the founder of Lead SA, an initiative that calls on South Africans to become active citizens to take the country forward.

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PRIMEDIA BROADCASTING’S GENERAL MANAGER, KARL GOSTNER, LOOKS AT CONVERGENCE AND HOW MARKETERS HAVE TO THINK OF INTEGRATING TRADITIONAL AND NEW MEDIA TO GET BEST RESULTS ON ANY CAMPAIGN. What is convergence?

Quite simply, convergence is the integration of traditional and digital platforms in a way that appears seamless and boosts consumer engagement on both the old and the new platforms.

What does Primedia Broadcasting know about convergence?

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Primedia Broadcasting is typically known for its big-name presenters, dominant radio brands, promotion of active citizenship, proudly independent news and its audience of affluent, responsive listeners. What is less known in the public arena is the enormous investment in people, systems and processes that ensure faultless delivery on client briefs and content production. It is this competence that has laid the basis for a concerted and successful move into the space of converged media offerings.

Examples of what this means and how it has worked?

Rapid response to topical issues – In late August snow fell on mountains across the Western Cape, including Cape Town’s iconic mountain. For a change Table Mountain wasn’t shrouded in cloud but instead was dusted with snow. In the background a team of content producers clicked into action.

Breakfast Show Producer, Stephen Werner – steeped in the knowledge of his audience – knew that they would want pictures of this unique moment. He kicked into gear working with Ryan O’Connor, 94.5 Kfm’s breakfast show host, to call for listeners to submit pictures whilst simultaneously activating the Eyewitness News and Ground Patrol teams to get more exclusive pictures.

Within the hour, Kfm’s Twitter account started to trend and EWN Reporter’s Twitter account followed shortly thereafter.

Simultaneously, the music site’s team was ‘harvesting’ the photos and placed the best on www.kfm.co.za – a newly designed site powered by one the world’s leading CMS’s. Within 10 hours the site had received 450% greater traffic than an average day and twelve-fold up on the average Friday traffic. The content effect rippled across the weekend with 3 times the average number of visitors hitting the site, mostly to go snow-viewing.

Far from being a once-off event, this seamless integration of listener insight, momentum, content work across multiple departments, convergence of radio and digital platforms and use of leading technology has become a feature of Primedia Broadcasting’s life over the last two years.

EWN’s success in the digital space

In April 2012, Primedia Broadcasting re-launched the Eyewitness News website. In the months preceding that there had been a lot of work preparing content producers and on-air personnel for the new site and the strategy that would drive it. Over the course of the next year, it would exceed all expectations. In 2012, EWN was awarded a Bookmark Award (South Africa’s premiere digital awards). Primedia Broadcasting was the only radio group

The main site itself (www.ewn.co.za) has more than doubled its unique users and continues to maintain an upward trajectory. Today, EWN consistently features in top 5 results returned by Google for various news stories.

Reaching existing listeners and finding new followers

These phenomenal numbers are hardly unique. The learning from EWN has been spread across the business. In some weeks Lead SA’s Facebook page reaches in excess of 150,000 people thanks

to a carefully honed content strategy. Talk Radio 702’s podcasts are downloaded in their thousands; Facebook posts by 94.7 Highveld Stereo’s Breakfast Xpress team are often shared by hundreds of fans. 94.5 Kfm’s breakfast team has become adept at turning around user-generated dance competitions, often receiving close on a hundred priceless video entries receiving thousands of views.

Star Power, a phone-app based promotion run on Primedia’s music stations in collaboration with Samsung was downloaded in excess of 65,000 times. In January, Primedia Broadcasting launched a Matric Results app – the first of its kind in South Africa – generating hundreds of thousands of views in under 3 days.

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to win such an award. By early 2013, EWN’s mobi-site (designed by another Primedia company, Prezence) had grown so rapidly that it was consistently in the top 15 mobi-sites in the country. Again Primedia Broadcasting was the only radio group to be represented in this grouping.

What is required to deliver converged campaigns?

Primedia Broadcasting is steadily creating a skills base and infrastructure to ensure that its content is adapted to deliver its audience multiple experiences across radio, digital and social. With radio, we are fortunate that the new digital media complement the traditional radio offerings, rather than competing with them. In a sense, radio is the original social media and listeners have been engaging and interacting with radio personalities and stations for many years, the new media simply offer more and new ways of interacting.

119

CAR REVIEW

MOTOSTARS

BY GRANT MCDONALD

MAGAZINE

MOTOSTARS WAS ESTABLISHED IN 2002, AND OVER THE YEARS HAS BECOME ONE OF THE LARGEST RETAILERS OF CLASSIC, SPORTS, MUSCLE, COLLECTABLE, VINTAGE, VETERAN, AND UNIQUE CARS IN SOUTHERN AFRICA. IF YOU FEEL LIKE TRADING IN YOUR RUN-OF-THE-MILL CONTEMPORARY CAR FOR SOMETHING A LITTLE MORE INTERESTING, MOTOSTARS WILL HAVE WHAT YOU’RE LOOKING FOR OR THEY WILL FIND IT FOR YOU. BUT THEY ALSO PROVIDE ANOTHER, MORE GLAMOROUS SERVICE – SOURCING CARS FOR MOVIE SHOOTS.

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The story of Motostars began about 12 years ago when Gary Cohen moved from Johannesburg to Cape Town. This is his story.

When Gary first moved to Cape Town he was involved in clothing design during the winter and working in the movie business in the summer months. He had already started building up a database of clients with exotic vehicles, and when film companies approached him with specific requirements he would source the car and broker the deal. At that time he wasn’t using any of his own cars.

This is a service that Motorstars still offers today, although they prefer commercials and still photography projects to movies. But the job doesn’t end once Gary’s found the car.

He insures it to and from the set (although

Over the years Motostars built up a substantial collection of cars but when the recession hit a few years back, they sold most of them and reverted to the original business model whereby most of the cars belong to his clients. The sales side of the business works much the same way in that most of the cars on our floor are on consignment.

“It’s amazing to watch how the different models appreciate in value; it’s just like playing the stock market,” says Gary. “For example, 10 years ago you could pick up a good quality Mercedes Benz Pagoda for

R150,000. Nowadays, that same car will fetch over a million. And an Alpha Romeo Spider that sold for R45,000 five years is now going for over R100,000 due to the demand.”

On the film side of things, the way it works is that Motostars will get a call from a production company either asking for something specific such as a model or colour, or they will provide a brief and ask Gary to come up with suggestions. He then sends them some options together with quotes and they make their choice. It sounds simple but it can get complicated, especially when a car is required for two shots that are scheduled 3 months apart!

Over the years Motostars has been involved in quite a number of movies. They supplied cars for the movie Lord of War, and Nicholas Cage actually came to our shop to view our selection. They also worked with Quentin

Tarantino when he came here to shoot a series of three films, and he visited their showroom (“Interesting guy!” says Gary with a smile). Motostars has actually made cars specifically for the US film companies, such as an American police car and a taxi cab, as well as a selection of left-hand drive vehicles.

In December 2013 Motostars moved to their new premises at 29 Martin Hammerschlag Way after 10 years in Strand St. Their new office number is listed below and all their email addresses and cellphone numbers remains the same, so give them a call if you’re shooting a movie or just someone keen on an exotic driving experience.

Contact: Main line: 021 421 4570 Fax: 021 421 4549 Email: info@motostars.co.za

MAGAZINE

the production company must insure it while it is in their care), and he makes sure that it’s looked after and not abused. This is much easier said than done because sometimes the crew wants to mount camera rigs on the car or race it around corners, so it’s important that the situation is monitored.

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MUDL

ADVERTISE IN THE MUDL DIRECTORY

directory RETAILERS

For directory enquiries email info@mudlmag.com or call Grant McDonald on +27 21 510 5917 Get your own card today! Apply on-line @ www.makro.co.za, call 0860 300 999 or sms “OMUDL” to 31144 or visit your nearest Makro store.

MAKRO

Makro is South Africa’s largest Warehouse Club, providing retail customers, traders and commercial shoppers with over 55 000 quality branded products. There are 19 stores countrywide trading in food, general merchandise and liquor. The liquor offering is mainly focused on premium wine and whisky. We currently stock a range of over 2000 different brands of wine and an assortment of 85 different products in the Malt Whisky category. A destination outlet for Premium Whiskies, Brandies and Cognac and in addition, as a niche offering, we are embarking on improving our range of Craft Beers. Our range is frequently reviewed to ensure that we keep up with the latest international trends and fulfilling our customers’ needs. If there is a specific product we do not stock we will do our best to source it for you. We are a One Stop Shop for the hospitality industry and our services include delivery, which can be arranged with your local store. Get everything you need. And more. For less. All under one roof!

GLASSWARE

CAPE IMPORTERS

Cape Importers is one of the leading traders inand suppliers of Barware, Glassware, Cutlery, Crockery and kitchen smalls directly to the South African hospitality trade. We import and distribute leading brands that suit all applications and budgets: ARCOROC, ANVIL, CONSOL , HAMILTON BEACH, FIRNA , CUISINE HOTELWARE , CONTIENTAL CHINA, FORTIS...to name a few.

Real wholesale prices and great service underpin our “Customer-is-King” approach. We deliver 6 days a week across the Western Cape and within 48 hours across the country and Africa.

Tel : +27 21 551 8585, Fax : +27 21 551 0808 sales@capeimporters.co.za

ICE SUPPLIER

ICE ART

Combine the medium of ice with the passion of art and you have a rare and fantastic blend.

At Ice Art we specialise in high quality, hand carved ice sculptures, ice bars, ice logos etc... From the very small to the very large, we are proud to be the preffered supplier to the Westin Grand Hotel. We invite you to step into our subzero world where we have been producing sculptures of the highest calibre for more than 6 years, for a very broad spectrum of clientele. Call us for ideas, we can certainly add that rare, exquisite touch to your function, launch or event... The crew at Ice Art generally carve the majority of orders in the 50 square meter freezer, but can also perform live carving shows on site for guest entertainment with all the power tools for added drama. The work is carved using an array of tools - from Chisels and scribes through to angle grinders, chainsaws and blow torches. We cater from smaller centrepieces up to gigs involving multiple tons of ice where freezer trucks and forklifts are necessary.

Tel: +27 (0)21 511 1060, Email: james@iceart.co.za,www.iceart.co.za

The turn-key solution for all your “liquid” needs.

We deliver 6 days a week direct to your home Hotels • Clubs • Bars • Restaurants

Western Cape Contact Details: Tel: 021 510 5571 | operations@thedrinkshop.co.za www.thedrinkshop.co.za TheDrinkShop_ZA

@TheDrinkShop_ZA

EXTRA EXTRA COLD

WIN YOUR SHARE

OF 440 X 440ml BEERS

REGISTER YOUR PROFILE AT

WWW.CASTLELITE.CO.ZA

AND INCLUDE THE CODE ‘NEW440ml’ TERMS AND CONDITIONS APPLY

UNLOCK EXTRA COLD REFRESHMENT

Not for Sale to Persons Under the Age of 18.

OGILVY CAPE TOWN 59652/E

THE

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly

JUICE

SIR JUICE

Sir Juice is South Africa’s leading supplier of premium fruit juice to the hospitality market.

We supply most of the top cocktail bars, restaurants, hotels and coffee shops in South Africa with our deliciously premium and pulpy fruit juice. Our super premium hospitality range is a short-life product designed specifically for customers who demand only the best. The hospitality range is mostly pulp based, meaning we keep the flesh of the fruit and thereby retain more of the inherent goodness of the fruit. We develop our products to taste as close to the real fruit as possible. It’s actually really easy. We find the best fruit we can and look after it as well as we can from the day we receive it to the day people all over South Africa enjoy it.

LIQUOR IMPORTERS KREATE BRANDS See page 126

LIQUOR RETAILERS DRINK

See page 122

LIBERTY LIQUORS

Liberty Liquors is proud to have been voted “KZN’s Best Liquor Store” for seven years running. Being at the forefront of innovative ideas makes us one of the most progressive liquor retailers in KwaZulu Natal. With two stores in Durban and one store in Pietermaritzburg we are conveniently placed to service all your liquor requirements. Our professional Store Managers and dedicated staff will assist you with your function or event and party planning. Delivery of goods and free loan of glasses are all part of our exemplary service to you. A convenient “call & collect” service is also available. Liberty Liquors offers wholesale prices direct to the public, wide shopping isles for ease of movement, plenty of secure parking at each store and one of the most extensive ranges of products in KZN. We are especially proud of our selection of fine wines kept in optimum conditions in our wine cellar at our Sandile Thusi (Argyle) Rd store in Durban. Furthermore, if there is a product you can’t find in our store we will be happy to order it for you. We guarantee that we will at all times endeavour to make you, our customer, feel welcome in our stores. So why not give us a call, or send an email when you are contemplating your next liquor purchase.

Tel: +27 31 3039857 Email: clydebv@libertyliquors.co.za

ULTRA LIQUORS

With 24 super-stores located throughout South Africa, Ultra Liquors is a leader in discount liquor retailing. By maximizing our buying power and driving costs down, we are able to offer significant discounts across the liquor and beverage categories. In fact, in a national retail survey, Ultra Liquors has been measured as the cheapest liquor retailer

across a basket of over 200 items.

Tel: +27 11 486 1736 Email: headoffice@ultraliquors.co.za

WHISKY.CO.ZA

WHISKYdotcoza is a specialist whisky e-tailer, where you can conveniSPECIALIST E-TAILER www.whisky.co.za ently shop for a wide range of premium whiskies and have them delivered to your door.

We’re committed to giving whisky lovers relevant, expert information about whisky as and when they need it most, whilst they’re shopping, and we’re always focused on providing the best possible prices both on product and delivery.

We hope to make your whisky shopping or browsing a compelling experience.Subscribe to our official blog Words on Whisky or WoW (www. wordsonwhisky.wordpress.com) for unflinching commentary on all things whisky.

You can find us at www.whisky.co.za or alternatively on either Facebook (www.facebook.com/ WHISKYdotcoza) or Twitter (WHISKYdotcoza). info@whisky.co.za

LIQUOR WHOLESALER NORMAN GOODFELLOWS

Norman Goodfellows Liquor Stores are stockists of a wide selection of wines, malts and beers from South Africa as well as abroad: Specialising in rare and premium whiskies, vodkas and wines. There is large selection of wine accessories and glassware. Norman Goodfellows offers an extensive party service and logistics capability of supplying for functions from 6 people to 6000 people. Deliveries throughout Johannesburg.

Illovo Tel: +27 11 788 4814 Hyde Park Shopping Centre Tel: +27 11 325 6462 / 5217 Melrose Arch Tel: +27 (0)11 684 2756 / 7 Email: service@ngf.co.za, www.ngf.co.za

MOBILE BAR COMPANY BARCODE

Barcode is a company dedicated to the progression of the bar industry. Whether through superior drinks and service delivery at our events, world class training and consultancy from our team of award-winning experts, or cutting edge bar design and fabrication. We are guided by the idea that every event and every client is different and a bespoke approach is needed to deliver a quality service every time.

Tel: 0861 BARMOBILE Email: info@barcodemobile.co.za www.mobilebars.co.za

PURE BAR STUDIO

Pure Bar Studios offers a captivating combination of professionalism and fun to any occasion with customised bars, tailor-made blends and the confidence and know-how of years in the industry. Concurrently, we run a training academy, educating bartenders in the art of mixology, facilitated by South Africa’s five time Flair Bartending Champion. So whether you hire our Pure Tenders for your designer event or enrol your own staff into one of our professional courses, you can be sure that you’ll get exactly

what you ordered.

Tel: 021 552 8042 Email: travis@purebarstudios.co.za www.purebarstudios.co.za

SHAKER

Shaker was established in 2001 and has been training in South Africa since 2006. We run courses every month in Johannesburg and Cape Town as well as providing specialist bar training for a number colleges and hotel schools.

Shaker have just opened their brand new, bigger and better BarSchool in Bree Street, Cape Town and a fabulous new BarSchool in Randburg, Johannesburg.

Tel:+27 21 422 1574 www.shaker.co.za or www.shakerevents.co.za

URBANTONIC

Urbantonic specialises in event logistics and can assist you with all event hiring, staff and bar requirements. Whether you’re a private client hosting a cocktail party needing a cocktail bar structure, a corporate company hosting an awards dinner, or a member of the industry needing logistical support, urbantonic can help you! We offer a tailored beverage service for our clients, and stock a range of mobile bar structures. We have the knowledge and experience to ensure that your event is a success!

Tel: 021 706 0133 Email: info@urbantonic.co.za

RESTAURANT

BUENA VISTA SOCIAL CAFÉ, GREENPOINT

The original Buena Vista Social Cafe, Green Point, has relocated and is open for business, rocking a new and improved look. Where old school vibrant Cuban authenticity meets new school charms.

Cosy fireplaces, great food, warm Cuban atmosphere and a wide variety drink menu. Also the proud host of the most reputable Salsa night in the city.

12 A and B Portswood Road Greenpoint.

Tel: (021) 418 24 67/8 E-mail: buenavista@sadomain.co.za www.buenavista.com

CASA BLANCA

Casa Blanca Cape Town is situated in one of the Waterfront’s original heritage houses, keeping it’s glamorous ambiance with old school decor and new world comforts. Fully functioning inside and outside bar, lounge areas and VIP’s as well as a large dance floor designed to have you dancing to the latest commercial beats. Boasting a wide variety drink menu. Available for all corporate functions and events.

12A and B Portswood Road Greenpoint Tel: (021) 4211185 E-mail: info@casablancawf.co.za

FULL STOP CAFÉ

WILD ABOUT WHISKY

Since we relocated to 7th Ave, gone are the days of patrons struggled to find parking as they can now drive through the gate and park right outside the door.

With a spacious entrance hall (complete with fireplace), inter- leading rooms, large bar area, and sunny enclosed garden and patio, Full Stop Café now offers versatile dining options. Enjoy an intimate dinner, a celebration with family and friends, or just soak up the sun over a relaxing breakfast in the garden. The trendy décor is bold and cheerful with eyecatching red accents and plenty of framed prints to attract your attention. Chalkboard menus display the current specials, which certainly deserve some serious consideration. On the menu there is a large selection of tempting dishes, whether you want breakfast, a light lunch or a 3 course dinner. WiFi available day and night!

50, 7th Avenue Parktown North, Johannesburg Tel: +27 11 880 4649

Wild about Whisky is a small but well-stocked whisky bar in the heart of Dullstroom, run by 3 whisky fanatics. Join us for a whisky tasting, or just enjoy a wee dram of your favourite single malt whisky. We have a wide selection of Scotch, Irish and American whiskies (just over 950 whiskies at last count), as well as a range of other refreshments to suit your taste. Choose from one of our whisky tours - half a dozen ½ tots of carefully chosen whiskies - or make up your own tasting to suit your personal preference. We’re prepared to travel (within reasonable distance) and group tastings can be arranged.

Tel: 013 2540066 www.wildaboutwhisky.co.za

SPORTS PALACE

As enthusiastic gardeners with a keen eye for design & detail we aim to offer our clients not just a beautiful installation, but also hassle-free maintenance of their green spaces. With years of experience in both indoor & outdoor installations and links to a huge range of suppliers we offer a wide range of styles & options to suit your project.

Tel: 021 671 7401 www.reddaffodil.co.za

Sports Palace Bar is a favourite neighbourhood gem, a place made for the working man. The bar is spacious and lit to the right amount of not being shady and yet having that sports bar feel to it. A free venue for any special occasion offering music and dancing. We offer karaoke from Thursday to Sunday giving off a fun, casual and comfortable atmosphere. We also cater to sports fans everywhere, from braai facilities and specials to large flat screen TV’s. A vibrant bar scene.

Tel : 021 703 3309 Email : sportspalacebar@gmail.com

MODELS

ICE MODELS

ICE Model Management is an agency at the forefront of its industry, representing some of South Africa’s hottest young modelling talent. Started by industry icon Steffi Frier, the ICE network has taken the SA modelling industry to new heights and has talent wowing the fashion community both nationally and internationally.

Cape Town: 021 423 2244 Johannesburg: 011 447 6141 Durban: 031 309 6114

VENUE LANDSCAPING RED DAFFODIL

Behind every great mixologist, there is Kreate Brands.

Kreate Brands imports, markets and distributes various premium mixology brands.

With full national distribution and value added services ranging from cocktail consultancy, mixology training, mobile bar activations, high quality recipes and POS merchandising your venue will truly be at the forefront of mixology trends in South Africa.

Contact: 021 510 7112 | info@kreate.co.za | www.kreate.co.za

TO BE RELEASED IN 2 0 1 4

JANUARY! COCKTAIL ANNUAL LIQUIDLIFESTYLE

500 COCKTAIL

R E C IP E S !

The 2014 MUDL Cocktail Annual will soon be available in a store near you.

Inside you will find 500 fantastic cocktail recipes, as well as an introduction to mixology. You will also learn about the various spirits that are used in making these cocktails, some of the best places to drink them, and you will meet a few of the best bartenders around.

If you’re wondering what to get friends and family this festive season, look no further!

For more information contact info@mudlmag.com

HOW TO MAKE

A MINT JULEP AT RICK’S CAFE WITH CANDICE VAN DER MERWE

YOU WILL NEED: A Mint Julep pewter mug Crushed ice 50ml Woodford Reserve Bourbon Whiskey 12 Fresh mint leaves 15ml Finest Call Sugar (Gomme) Syrup 3 dashes Fee Brothers Mint Bitters

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METHOD:

01.

1. Ice up your glass and leave to chill.

2. Pour Woodford Reserve into shaker glass.

3. Add sugar syrup.

4. Grab your mint leaves, smack

them to release their flavour and add to shaker glass.

5. Top up with crushed ice.

6. Get ready to shake it all up!

7. Empty your Mint Julep pewter mug before pouring shaken ingredients.

8. Top up and crown with crushed ice.

9. Garnish with a mint sprig.

10. Enjoy!

02.

128

03.

04.

05.

06.

02.

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07.

10.

129 07.

08.

09.

Model Candice van der Merwe from Ice Models | Photography Marnus Meyer | Hair & Makeup Tremayne West | Styling Jelena Jablanovic Clothing Top, R180 from Cloak and Dagger | Leather jacket, R800 from Babette | Leather hat, R380 from Babette) | Jeans (stylist’s own) | Shoes from Steve Madden

Left: Fringe top, R320 from The Lot | Denim shorts, R380 from Cloak and Dagger | Shoes, R500 from Mignon Fashion (Cloak and Dagger) Bikini, R300 from Cloak and Dagger | Eagle neck piece, R150 from Cloak and Dagger | Vintage leather jacket, R600 from Cloak and Dagger | Shoes ( stylists own)

SA BAR REVIEW

FULL STOP CAFE

BY GRANT MCDONALD

Parktown North | 50, 7th Avenue Parktown North | 011 880 4649

THE FULL STOP CAFÉ STORY STRETCHES BACK ALMOST TWO DECADES. IT STARTED IN MELVILLE ABOUT 18 YEARS AGO AS A RESTAURANT CALLED “QUESTION MARK” BEFORE MOVING TO PARKHURST AND CHANGING ITS NAME TO “FULL STOP”. AT THIS STAGE THE THEME WAS VERY MUCH ALONG THE LINES OF THE OLD AMERICAN DINER WITH OLD CARS AND CUBAN PICTURES ON THE WALLS, BUT EVENTUALLY IT BECAME

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EVIDENT THAT THE BRAND NEEDED A CHANGE.

“We either had to renovate the Parkhurst establishment for half a million Rand or buy a new property and start afresh,” says manager Richard Kelly. “We decided to go with the latter option and move to our current premises here in Parktown North, moving away from the diner style. It was a huge risk and quite daunting in the beginning, but the space we were offered was about three times the size of what we had in Parkhurst.

We can now seat about 100 inside and there is room for another 150 outside.”

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The idea behind the new-look Full Stop Café was to redefine the European-style restaurant; at the time the trend was street

cafés where people sat pretty much on the pavement, and they did the complete opposite by putting the seating at the back of the building away from the street.

“We changed the menu quite a bit, opting for continental dishes that appeal to a broad market, such as steaks, pizzas and a selection of light meals, says Richard. “We try to cater to everyone rather than limit ourselves to one niche and this has worked well for us, although it does make it hard to pinpoint a signature dish. A few that come to mind are our lamb shank, oxtail (hailed by some as the best in Joburg), our Al Capone pizza which we’ve had on the menu since Melville, and the chicken breasts stuffed with brie, rosemary and thyme, drizzled in a cranberry sauce is proving very popular with the ladies. For dessert our homemade baked cheesecakes are very popular, and they vary depending on the mood of whoever is baking at the time. We recently launched a honey and pistachio cheese cake which is flying.”

It’s been 2 years since Full Stop opened its current establishment and it has been evolving every year. They’ve recently added our new bar area, which has greatly improved the layout.

“It was something we should have done from the beginning if we had known what a success it would be. Before the alterations we had two separate dining areas which people could hire out, but they didn’t justify the revenue they were generating for the space they were taking up. So we came up with the idea of a trendy bar and got some excellent interior designers in – Lauren King and Ansu Steyn from 86 Design – to help us with the look of the bar, and then we carried the style throughout the rest of the restaurant.

Richard Kelly

“People tend to come to our bar for something a little different,” Richard continues. “Our craft beers do quite well, and on the spirits side we have things like craft whiskies on offer and other interesting brands which keep people coming back.

From our cocktail menu two of the most popular choices are the Full Stop Crush and the Kraken Released, and we sell an enormous amount of wine!”

Aside from the spacious outdoor section, the swish new bar area and a food menu designed to satisfy diverse tastes, another big reason behind the early success of Full Stop’s latest incarnation is the importance management places on developing relationships. On virtually any given day you find either Richard or his business partner Scott Grant on site, and their hands-on approach means they can get to know their customers while ensuring that a high level of service is maintained. With this kind of ethos, the chances are good that the Full Stop story another 18 years and beyond.

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“ From our cocktail menu two of the most popular choices are the Full Stop Crush and the Kraken Released, and we sell an enormous amount of wine! ”

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Photographer | Ben Herman

N E X T I S S U E | 0 9 Liq u eu r s International Bar Review - Berns, Stockholm | Liqueurs - From Monasteries to Modern Mixology | Bars with Heritage - Perseverance Tavern | SA Bar Review - The Wolf Pack | In Question - Alexandre Quinton (RĂŠmy Martin) | Cover Girl Lynne Whitehead | Cocktail Recipes |

FEE BROTHERS

GRAPEFRUIT

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The son of Irish immigrants, James Fee began by running a saloon and deli in Rochester, NY in around 1850.

By the time Prohibition ended, his nephew John Fee had produced a product called “Frothy Mixer” - a combination of lemon juice and other ingredients to produce a “head” on drinks such as whiskey sours and Tom Collins. “Don’t squeeze, use Fee’s” was the motto that made this innovation popular. Now in its 4th generation, Fee Brothers has expanded their product line to over 80 drink related products. In addition to orange and peach bitters, they also make an aromatic bitters and a mint bitters that is great in a faux mint julep or a mojito. Fee Brothers has recently introduced a lemon bitters, by the request of bartenders at 2006 convention in London.

Today, Fee Brothers is still stretching and expanding, and over the next few issues of MUDL we will be taking a look at some of their interesting variants.

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BELLA BELLA Glass:

Catalina Sling

Method: Shake and strain over crushed ice.

Charge with cranberry juice.

Ingredients: 50ml 25ml

Woodford Reserve Bourbon Whiskey Giffard Vanilla Syrup

12.5ml Sir Juice Lemon Juice

3 dashes Fee Brothers Grapefruit Bitters 8

Fresh mint leaves

Charge Sir Juice Cranberry Juice Garnish: Mint sprig

GRAPEFRUIT

Notes: Fee Brothers have been one of only two mainstays in the cocktail bitters world for over 100 continuous years.

Opened in 1863, Fee Brothers of Rochester, New York, is in its fourth generation of manufacturing top quality bitters.

Another great bitters from Fee brothers, this time adding the citrus zing of grapefruit to the more traditionally spicy warmth of bitters. The bold citrus taste of grapefruit combines with the spice flavour of bitters to create a unique and refreshing cocktail ingredient. This exclusive bitters creation by the cocktail mix masters at Fee Brothers is a must-have for cocktail enthusiasts and creative bartenders.

Features: Unique fruit flavour of bitters.

A FAMILY BUSINESS SINCE 1864

Don’t squeeze use Fee’s Not for Sale to Persons Under the Age of 18.

SPORTS PERSONALITY

DON MADGE

MAGAZINE

BY GRANT MCDONALD | PHOTOGRAPHY BY GRAEME GOODE

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DON MADGE IS ONE OF THE MOST EXCITING YOUNG FIGHTERS IN SOUTH AFRICA, HAVING WON THE NATIONAL LIGHTWEIGHT TITLE AT THE AGE OF 21 AND, AT THE TIME OF WRITING, THE CURRENT CHAMPION. ASIDE FROM HIS OBVIOUS TALENT, WHAT STANDS OUT IS HIS DEDICATION AND HIS HUNGER TO SUCCEED, YET OUT OF THE RING THERE IS NONE OF THE EGOTISTICAL FANFARE OFTEN ASSOCIATED WITH PROFESSIONAL FIGHTING. A HEALTHY MIX OF DETERMINATION, QUIET CONFIDENCE AND HUMILITY, DON “THE MAGIC MAN” MADGE IS SURE TO DOMINATE THE CAGE INTO THE FORESEEABLE FUTURE.

MUDL: How did you get into martial arts?

Don: I’ve been doing it pretty much my whole life. I started with karate when I was really young before getting into Muaythai at 14. And then in 2010 I made the change to MMA (mixed martial arts).

M: And when did you start competing?

D: When I was 15. After I had a couple of fights here in SA, I went over to Thailand to see how they do things over there. I’ve been back a few times since and have spent about 3 years there collectively.

M: Is there a noticeable difference in styles compared to here?

D: Ja well Muaythai originated in Thailand.

Over there it is a culture; it’s more of a way of life than something you do.

M: For the uninitiated among our readers, give us a brief description off MMA. D: Because it’s a mixture of the various martial arts it covers both ground fighting and upright fighting. When fighters are on their feet they use a combination of Muaythai, kickboxing, Taekwondo and karate. On the ground it’s usually Brazilian jiu-jitsu or Judo, and wrestling is often used

in the transition phase between standing to the ground. There are a number of ways to get a victory: you can strike on the ground, you can go for a submission or you can force your opponent to tap out due to a joint lock or a choke… pretty much anything goes!

Obviously it’s a sport so there is no eye gouging or head-butting etc.

M: What drew you from Muaythai to MMA?

D: It’s the fastest growing sport in the world and as a combat athlete, I want to go where the future is. I didn’t want to be stuck in an old-school karate dojo doing katas for the next 20 years! I want to learn and move forward, and in a sport like MMA there is so much to work on, you are always learning.

D: Whether I have a fight coming up or not, I’m always training. I’m in the gym at least once a day, every day except Sundays.

Because Sunday is Funday! [laughs] If a fight is coming up I do step up my regime to 6-8 hours a day, but I like to work hard. I like to know that when I compete, I have no excuses; I know that I have prepared as well as I possibly could, and the results show.

M: Tell us about your support team and how it helps you achieve your goals.

D: I’m convinced I have the best team in the world. My head coach, Mike Mouneimne, is the guy responsible for arranging pretty much everything, including my sessions and training partners. Then there are my team mates. Khalil is a grappling genius that I’m lucky to be able to train with. My strength and conditioning coach, Charl Malherbe, is a godsend; he always gets me fit, strong and ready ahead over every fight. My wrestling coach, Conrad de Villiers, was part of the US Olympic wrestling team and helps me a lot with the close contact stuff, and Matt Leishing, my boxing coach, gets my hands nice and sharp before a fight. So I’m pretty lucky.

M: Is there a lot of trash talk in MMA?

D: There is a lot of it. Everyone wants to be Captain Big Dick but I’m not really into that.

I’d rather let my actions do the talking.

M: I’ve noticed that some of the fighters employ theatrics to get the crowd fired up.

Do you do that?

D: No not really. I mean I’d like to think of myself as an entertainer, but I’m not one of those guys who dyes his hair or wears flamboyant outfits. I go and do what I’m paid to do, and that’s fight.

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M: What’s your routine in preparation for a fight?

M: Do you get paid if you lose?

D: Yes, it’s a professional sport. Of course you get more if you win, otherwise everyone would just be losing! [laughs] M: Aside from the obvious risks, would you say that MMA is a dangerous sport?

D: I think it’s very well monitored. When it comes to training, that’s when it can be dangerous. In the weeks running up to an event you are essentially fighting every day, and that’s when injuries can occur, but when it comes to sanctioned fights, there are people put in place to ensure that the sport is as safe as possible. There is always medical presence, blood tests are routine, CAT scans… it’s professional.

M: You’re now the SA Lightweight Champion – what’s next for Don Madge? Are you going to eat some pies and take on the next weight division?

D: [Laughs] Well I still have work to do in this division. I won’t feel as though I’ve conquered it until I’ve defended my belt against every challenger. As long as there is a challenger, I’m not the champion. I’ll only really consider myself a champion when people are saying “who’s next to fight this guy?”

M: What do tickets costs to watch a fight?

D: Most events are made up of about 13 fights, and spectators can pay anything

from R250 right up to R2500 for ringside VIP seats.

M: How often do you fight competitively?

D: I’d say about 3 or 4 times a year. That may not sound like a lot but when you consider that fight preparation takes 3 months, that’s quite a lot of fighting.

M: Have you ever found yourself needing to use your skills outside of the ring, maybe on a night out?

D: No I’m a pretty placid guy. I mind my own business and try and steer clear of those situations, although it has happened that I’ve had to defend myself once or twice but it’s not like I choked someone out and left them in the street. I know my responsibility to avoid or minimise fighting outside of the ring as much as possible.

M: When you do go out, what do you like to drink (when you’re not training for a fight, obviously).

D: After a fight I give myself a week or 2 to let off some steam, but usually I’m not much of a drinker. As any of my friends and they’ll tell you I’m a lightweight.

M: At least you can say you’re the lightweight champion!

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JUST LIKE

IN THE MOVIES

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BY DAN NASH

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WHEN I THINK OF AMERICAN WHISKEY I THINK OF A ROGUE DETECTIVE SITTING IN A DARK BAR, FINGERING THE WEDDING RING HE STILL WEARS EVEN THOUGH HIS WIFE DIVORCED HIM YEARS AGO, DROWNING HIS DEMONS IN BOTTOM-SHELF BOURBON, POURED WARM AND NEAT INTO A THICK TUMBLER. OF COURSE I BLAME HOLLYWOOD FOR THIS. Did this stop me from going in search of a short glass of neat bourbon at a long counter in a dark bar the moment I landed in LA last month?

Of course not. I love experiencing the different drinking cultures of the world, and while in the US I intended to drink American whiskey the way it was meant to be drunk. Just like in the movies.

American whiskey is probably the only drink in the world that I want to drink in specific scenarios or locations. Sure I’d like to sip on tequila in Mexico, or rum in South America, but just being in the right country would suffice for those. When it comes to bourbon though, I start getting specific.

My stay in California was split into two parts. The first would see me living in the small desert town of Joshua Tree. Here, I was hoping, I would tick off all my small town, rough saloon, cowboy-type American whiskey clichés. I’d be based in LA for the second part of my trip. Here I’d seek out the Downtown basement bars, Venice strip dive bars, and the infamous Hollywood music bars.

The wonderful thing about America is that you get exactly what you are hoping for, all the time. The very first saloon I went to in Joshua Tree, one that I’d been warned about, immediately delivered. Once the bouncer had cleared me for entry he went back to his pool game at a table close to the door; he was playing with a guy who looked like he broke fingers for a living. The bar was long and empty but for one man and the barman. The man was drinking a Corona and a whiskey. I ordered the same. I was here to drink like the Americans after all.

I shared whiskey with a few locals that night, the best bunch being a group of marines from the nearby base. One of them had been sent outside to pick a fight with my table. Not because we’d done anything, but because the marines were off-base and looking for a bit of fun. Thirty minutes later we surrounded by marines, passing around shots and fresh beers. There was no more sipping bourbon

at the bar. We’d moved onto straight shots of Jack, and in the US they serve them as triples. This, I was told repeatedly, was how we ‘do it in ‘Merica!’.

My next encounter with American whiskey was in a saloon known for its live music, in a town built as a functioning set for westerns.

This was as cowboy as my bourbon drinking experience would get, and once again, America delivered. I took a seat next to what looked like a real life cowboy. He was rolling a cigarette while finishing off another, a half full glass of bourbon in front of him. I asked for the same. I was beginning to think Hollywood was right about this whiskey of theirs.

“ It’s perfectly representative of the country it comes from. It’s generally a little bold, always loud, and served in large amounts. ” Satisfied with my small town bourbon experiences, I left for the sprawling city of Los Angeles. I headed first to a bar in downtown LA that came highly recommended. I walked down a few steps into The Library, the darkest bar I’ve ever been in during trading hours. I sat alone at the bar, watching a baseball game, glass of bourbon in hand. I was starting to get used to drinking it like this, but I was still doing it more because I wanted to than because I was enjoying it. I found myself thinking the same thing in the next bar. It was a pool bar on Venice Beach, and it was filled with characters my mother would describe as ‘unsavoury’.

I thought about my experience with American whiskey, this drink so prevalent in pop culture. I’d never actually gotten to enjoy the spirit, or rather the manner in which I was drinking it. It didn’t really matter though, because wherever I drank it, it was the occasion that mattered more. It wasn’t about the brand or quality of the bourbon, it was about being American.

That’s the thing about American whiskey. It’s all about the experience.

In that way bourbon couldn’t actually be more American. It’s perfectly representative of the country it comes from. It’s generally a little bold, always loud, and served in large amounts.

Not for Sale to Persons Under the Age of 18. Enjoy Responsibly