Pyd zine not fin 21st oct

WOMEN BEHIND B A R S A PUBLICATION BOUGHT TO YOU BY RHUBY IN SUPPORT OF THE PINK RIBBON

RHUBY IN AMERICA EDITORS LETTER introduction into the trip of USA

(INTRO YLVA/PEPI/ETC ...

THE GIRLS)

YLVA BINDER FOUNDER AND OWNER OF RHUBY PEPI SAPPAL GLOBAL COMMUNICATIONS DIRECTOR ELSA HOLMBERG RHUBY EMISSIONARY

ME CONTRIBUTORS

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CONTENTS KAYLEIGH KULP EVERYWHERE IN BETWEEN LYNETTE MARRERO ANN TUENNERMAN & TALES OF THE COCKTAIL THE TASTE TREND FUTURES RHUBY’S FUTURE IN AMERICA SANDRAE LAWRENCE THE CITY OF DETROIT KEEP IN TOUCH

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KAYLEIGH KULP GUARDIAN OF THE PYD TOUR AND CREATOR OF BOOZE FOR BABES 9

IMAGES: PEPI SAPPAL WORDS: PEPI SAPPAL EDITED BY: NATASHA MINTER

Kayleigh Kulp is best known for educating American women on booze through her book and blog, namely – Booze for Babes™: the Smart Woman’s Guide to Drinking Spirits Right. Her story stems from being in the dark about liquor, says Kulp. “I used to be that girl who would order orange juice and whipped cream vodka at the bar. I’d never drunk alcohol neat – only cocktails.”

“The drinks industry is actually one where women help each other out. It’s great when women in an industry help to promote each other, as well as a great cause. PYD does both, and that’s why I decided to become a guardian. It’s challenging to get any product out there regardless of which industry you are in. So I admire Ylva’s initiative as it will help others get ahead too.”

Kulp learnt quickly that she wasn’t alone when wanting to learn more of the spirit section. She began to research the indecisive relationship women have had with different liquors - in particular brown, aged ones by examining exactly what and how liquor companies have been marketing products over the years, especially focusing on the division of genders. “I wanted to provide women with an eye-opening experience so they too could appreciate spirits amongst the finer things in life. There’s no reason for us to miss out. So I schooled myself on the subject.”

More women are not only joining the female entrepreneurship journey in the drinks industry, more women are now becoming more knowlegdeable on the contents of their drink. Kulp claims “they want to enjoy a more natural, unadulterated product... Brands need to be very transparent – not only about what goes into the product, but how they make it.”

11 She learned to adore 18-year-old scotches, añejo tequila neat, and rye Manhattans – and garnered respect at the bar, reaching a new level of culinary refinement. Her experience culminated in a manual ‘Booze for Babes™: The Smart Woman’s Guide to Drinking Spirits Right’ – to help women navigate their way through the spirits world.

“Over the last few years, we have seen an explosion of women in the drinks industry,” says Kulp. “And we’re not just talking about an increase in female bartenders, but the number of women opening up bars and distilleries too. The number of distilleries have practically doubled in the US, so there’s a lot more products available in the US drinks market now, which is why it’s a very exciting industry to be in right now.”

Kulp believes that Rhuby’s attitude will suit the new athena female perfectly in the US, being of a lower alcohol percentage and natural taste.

So what’s her verdict of Rhuby? “Although Rhuby can be mixed very easily, I think it also works well as an aperitif alone on ice. It’s all about teaching people how to appreciate the product. And the US tour will be good for that. It’s also a great way to enjoy fresh produce, especially if it’s out of season –and it tastes delicious. In fact, right now I’m not aware of another rhubarb liquor in the US, so there is definitely room for it here,” concludes Kulp.

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ANOTHER MOTIVATING FACTOR [TO WRITE THE BOOK] WAS TO CELEBRATE THE INCREASING NUMBER OF AWESOME WOMEN IN THE INDUSTRY...

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WHO PROVIDED ME WITH INTERESTING INSIGHTS INTO WHAT IT WAS LIKE TO WORK IN THE MALEDOMINATED WORLD OF LIQUOR.

BEHIND THE SCENES ////ROADTRIP

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LYNETTE MARRERO GUARDIAN OF THE PYD TOUR AND CO-FOUNDER OF SPEED RACK

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IMAGES: ?

WORDS: PEPI SAPPAL EDITED BY: NATASHA MINTER

Lynette Marrero is co-founder of Speed Rack, which she set up in February of 2011 with Ivy Mix. The event shines a spotlight on female mixologists/bartenders, whilst raising money for breast cancer research.

Speed Rack already has helped to raise the profile of great women who are making an impact in the industry. “Women are now being taken more seriously,” says Marrero.

“We are seeing a lot of our winners being hired by big brands as ambassadors. And many people now attend the event to network,” says Marrero.

19 Since its inception, Speed Rack has benefited from phenomenal growth not only in the US, but internationally too.

“We’ve been blown away at how quickly we’ve grown,” says Marrero. “Of course, Speed Rack still has lots of growth potential, and we’re looking forward to getting bigger.”

Currently, Marrero is the National Brand Mixologist for Perrier Sparkling Natural Mineral Water.

ANN TUENNERMAN FOUNDER OF THE TALES OF THE COCKTAIL AND GUARDIAN OF THE PYD TOUR 21

IMAGES: PEPI SAPPAL WORDS: PEPI SAPPAL EDITED BY: NATASHA MINTER

“Around 22% of the audience are hardcore cocktail enthusiasts, foodies and people that follow bartenders – for example, people that know who Gary Regan is. The rest of the audience is a mix of trade, bartenders, brand ambassadors and distributors.”

“A huge variety of brands, both the big and small – attend the event. Their challenge is coming up with an interesting angle.

The audience is looking for inspiration, something interesting and innovative, and trends that they can take back to their bar/restaurant. It’s also a great event to try different spirits, as not all spirits are available in all states. Bartenders and trade professionals also come to Tales of the Cocktail to network and share information.”

Ann Tuennerman is founder of Tales of the Cocktail, renowned in the world for bringing together tens of thousands of cocktail experts and enthusiasts to New Orleans every summer. The event, which she single-handedly started in 2002 has grown into the industry’s premier trade events in the world.

Tuennerman created the event with inspiration from New Orleans’ iconic history of cocktails and indigenous spirits, through a walking tour to showcase the city’s famous cocktails, the idea of Tales of the Cocktail was born.

Initally, Tuennerman was “intrigued

by Rhuby, and how the simplicity and elegance of the packaging is reflected in the product. I found the product delicate, without being overly sugary – much like the design, which is not overly sexy. The product and packaging actually work well very well together.” She also believes that now consumers are starting to show more of an interest in lower proof drinks, Rhuby could achieve much success here in the US. “People enjoy their little moments of glamorousness during the course of their day and I think a Rhuby cocktail would certainly provide consumers with their daily 15 minutes of indulgence,” says Tuennerman.

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DON’T GO WHERE EVERYONE ELSE IS, IN THE OBVIOUS CITIES LIKE NY, DALLAS OR CHICAGO FIRST. GO FOR THE UNDERSERVED AREAS, WHICH HAVE UNBELIEVABLE DINING INSTEAD, IN PLACES LIKE ALABAMA, ATLANTA OR GEORGIA. GO THERE AND CREATE THE DEMAND. AND DON’T RUSH IT. TRUST YOUR GUT, HAVE RESTRAINT – TAKE IT SLOW.

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CHRISTINE DUESSEN GUARDIAN OF THE PYD TOUR AND CEO OF DEUSSEN GLOBAL COMMUNICATIONS

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JACLYN WILSON FOLEY GUARDIAN OF THE PYD TOUR AND FOUNDER AND OWNER OF BARTENDER MAGAZINE 29

TASTING THE FUTURE PREDICTING THE FUTURE TRENDS OF THE ALCOHOLIC DRINKS MARKET WITH RESEARCH FROM THE PYD TOUR

The future of the drinks industry is increasingly becoming more exciting, with brands focusing more on supplying consumers with exactly what is in the drink and also how it is made. Consumers are becoming more aware of what is entering their bodies, with concern of health now higher than ever, consumers expect brands to understand that an alcoholic drink doesn’t have to be a strong one.

Bartending is also, finally, becoming recognised as a trade that people really can have a career with. In the US more so than other parts of the world, people are very accepting of the bartending craft as a career.

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IMAGES: ?

WORDS: NATASHA MINTER

M EN DR I NK V OD KA TOO

RECOGNISING THE BARTENDING CRAFT

“One interesting trend is that marketing/ advertising of drinks is bucking the traditional trend. For example, before we would see Vodka mainly being targeted towards female audiences and whiskey targeted to male audiences. Now we are witnessing an interesting twist where we are seeing more whiskey company’s marketing to women, and more Vodka drinks being targeted towards men, and not just women,” explains Marrero.

“The biggest change over the last 12 years is that it’s okay to be a bartender again.

It’s now a recognised profession and craft.

And we are definitely seeing more women not just in bartending positions, but as bar owners and distillers – the industry has definitely welcomed them in with open arms. Events like Pink Your Drink and Speed Rack have certainly helped.”

- Ann Tuennerman

LOWER P ROOF COCKTA I L S “We have noticed that customers are responding to savoury cocktails, and lower proof cocktails too” - Ann Tuennerman, Owner and founder of Tales of the Cocktail “An increasing number of women are paying more attention to what they drink. They want to enjoy a more natural, unadulterated product” - Kayleigh Kulp “As consumers are becoming much more discerning about what they drink. They not only to want to know exactly what’s in their drink, but the people behind the product too,” confirms Lawrence. “Those consumers will certainly get that with Rhuby.”

- Sandrae Lawrence

“Over the last few years, we have seen an explosion of women in the drinks industry,” says Kulp. “And we’re not just talking about an increase in female bartenders, but the number of women opening up bars and distilleries too. The number of distilleries have practically doubled in the US, so there’s a lot more products available in the US drinks market now, which is why it’s a very exciting industry to be in right now.”

- Kayleigh Kulp, Owner and founder of Booze for Babes

33 “Women are now being taken more seriously,” says Marrero. “We are seeing a lot of our winners being hired by big brands as ambassadors. And many people now attend the event to network,” - Lynette Marrero. “bartending is now being taken more seriously now. It’s seen to be more professional, almost like a performing art,” - Lynette Marrero “The first is that bartending is now considered to be a credible profession. It’s no longer considered a job that people do while they’re at uni or between jobs.

Successful bartenders now actually travel around world. And thanks to all female cocktail competitions like Speedrack and Pink Your Drink (PYD) – we are seeing more women entering the profession” - Sandrae Lawrence

PRAISE THE RHUBY THE GUARDIANS ON THE FUTURE OF RHUBY IN AMERICA

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“Consumers really want to know what happens during the process of making of making the product, and not just the ingredients.

Given Rhuby’s transparency and all-natural ingredients Rhuby could prove to be a winner with American audiences,” says Marrero.

“However, the US is definitely a liquid to lips environment, and it can take time to get people to try something new, so the tour will be great to get the American public to try it and make up their own minds about it.”

- LYNETTE MARRERO

“Rhuby is a great colour, and it’s a drink that you can mix and temper to your own taste. People are definitely becoming more aware of what goes into a product. So Rhuby and its all-natural ingredients will definitely appeal to those increasingly discerning consumers, who still want to enjoy themselves responsibly. It’s got great ingredients that are kind to you, but again not so virtuous that you miss out on taste.”

- SANDRAE LAWRENCE

37 “I was intrigued by Rhuby, and how the simplicity and elegance of the packaging is reflected in the product. I found the product delicate, without being overly sugary – much like the design, which is not overly sexy. The product and packaging actually work well very well together. Now that more consumers are drinking lower proof drinks, Rhuby could achieve much success here in the US. People enjoy their little moments of glamorousness during the course of their day and I think a Rhuby cocktail would certainly provide consumers with their daily 15 minutes of indulgence,” - ANN TUNNERMAN

“Rhuby is a unique product. Its subtle, natural rhubarb flavour is way more understated and delicate than what one might expect.

Rhubarb tastes different when it’s raw and juiced compared to when it’s cooked – but Ylva has created a nice delicate balance between the two,” - LYNETTE MARRERO

SANDRAE LAWRENCE CO-OWNER AND CO-FOUNDER OF THE COCKTAIL LOVERS BLOG AND MAGAZINE

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Sandrae Lawrence used to be a ‘wine and champagne kinda gal’, before meeting her partner Gary who introduced her to cocktails through their date nights.

Lawrence was originally a journalist in the fashion trade, but after finding a new found love of cocktails, her and partner Gary started a blog entitled The Cocktail Lovers.

Soon enough they dedicated all their time to the blog and resigned from their full time jobs.

Two years later, the blog was now so successful that the pair made the move to the print world by creating The Cocktail Lovers Magazine. Lawrence thinks that “having a cocktail is all about escapism. It’s an affordable luxury. However, ordering cocktails can be an intimidating experience, so most people tend to order only what they know. We wanted to change that and share our love with people not only about cocktails, but which bars to go to.”

41 “There are no other drinks publications combining fashion, travel, music and restaurant reviews and the reaction has been fantastic,” confirms Lawrence, “not only from customers but the trade too.

Our readers range from 18-year-old guys who aspire to be bartenders, through to cool Hoxton types and discerning couples, to women in their late 50s who relish their evening G&T. As we include restaurant reviews, recipes, fashion, travel, party pages and general cocktail-related features means our appeal tends to be fairly widereaching. And at the same time it’s enjoyed by the drinks trade, which is a great compliment.”

THE CITY OF DETROIT

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HOW TO STAY IN TOUCH what is rhuby doing next what to follow - facebook, friends of rhuby, etc

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