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FINDING YOUR WAY

The Path from Farm to Table might not be so clear
By Leah Weinberg, Associate, Golenbock Eiseman Assor Bell & Peskoe LLP

Anyone paying attention to what’s going on around them has noticed that there’s no stopping one of the more popular movements in the restaurant world — farm-to-table. Chefs are the driving force behind this experience as they feature local ingredients as staples on their menu, thus supporting local businesses and conducting business in a more environmentally friendly way. Their diners are right behind them, applauding the effort.

Desirable as it may be to win that applause from guests who have soaked up hours of food and beverage programming like that dished out on Bravo’s “Top Chef”, Travel Channel and Food Network offerings featuring celebrity chefs (like Rachael Ray, Anthony Bourdain, Bobby Flay and all the Iron Chefs), being environmentally friendly and starting a farm-to-table operation may or may not be all that simple, depending on the path one chooses.

For chefs and restaurateurs looking to open a farm-to-table restaurant, or transform an existing operation into one that focuses more on sustainability and utilizing locally produced ingredients, the main hurdle is selecting a particular business model. As with any business there are a few ways to go about this.

The first of these requires owning both the restaurant and the farm; the next option, which demands a little less commitment on the part of the restaurateur who may not have a green thumb, involves contracting with a local purveyor to purchase food from a particular farm on a regular basis. Finally, the simplest option for those wanting to test the waters of a farm-to-table concept before doing something as binding as buying a farm or entering into contractual agreements for a local supply, is to purchase food from local markets on an as needed basis with no formal arrangement in place.

Your most costly and complex option is to own the restaurant and the farm. Owning the farm that supplies one’s restaurant requires enough funding and the technical knowledge to keep the operation afloat. On the plus side, deciding to own and operate a farm allows the owner to be directly responsible for cultivating the land, hiring the farmers, growing the produce and raising the livestock needed to Read the full article here »

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January 23rd, 2012

HENDRICK’S GIN’S ENCHANTED FOREST OF CURIOSITIES

Or how one brand took the juice out of the bottle for a tangible experience
By Vincenza Di Maggio
Photos by Fine Young Man Productions

Have you ever taken Lewis Carroll’s advice and tried believing in “as many as six impossible things before breakfast?” You probably have without even realizing it; for instance, during your brainstorming meeting as you fiddle with your pencil and try to “think outside of the box,” racking your brain for creative ways to market your brand to an audience.

Well, here’s some inspiration for you… Imagine an enchanted forest growing inside of a warehouse, occupied by a bar built inside of a tree trunk measuring nearly 10 feet in circumference, a bearded lady serving cocktails out of a wishing well, a flourishing garden of giant sized mushrooms, a fountain of flowing water infused with cucumbers and rose petals, and wood sprites frolicking about, all the while paying no mind to the fact that it is snowing… indoors… as sparkling butterflies flutter from tree to tree.

Impossible, right? Think again.

Hendrick’s did it. The delightfully curious Hendrick’s Gin (www.hendricksgin.com) – named the world’s best gin by the Wall Street Journal (www.online.wsj.com) – took creative thinking to a whole new level and proved that no idea is too outlandish.

Hendrick's Brand Ambassador, Jim Ryan

Anything is possible. So believes Joanne Birkitt, Senior Brand Manager for Hendrick’s Gin who explains, “We created the concept for the Enchanted Forest of Curiosities last year as a unique way through which to invite consumers to experience a journey into the world of Hendrick’s. That journey is intriguing, unexpected, peculiar and, of course, filled with Read the full article here »

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January 18th, 2012

NO PIZZA PIE IN THE SKY

Dad and Son Spend Big Dough on Family Owned Trattoria
By Steve Viuker

The Upper East Side of Manhattan can be a retail dream. Families and singles with money to spend. But the small shop now has to compete with the chain stores.

Toscano’s (formerly Totonno’s) is one example. For this newly opened, family-owned restaurant the challenge isn’t just about standing out amongst the chain store offerings but differentiating itself in a sea of pizza that is all around the E.80th street location; from the small shops to Papa John’s. Nearby are the online take-out sites and a recent trend: shops selling pizza for 99 cents a slice. Pizza has always been a staple of New York neighborhoods. And while chains like Domino’s now are pushing ‘artisanal’ pies, there is still room for the old masters.

Making room for himself in this affluent neighborhood was the goal of co-owner Benny Nrecaj, a former Lehman Brothers employee who wanted to tap into the mix of young families and singles and offer a unique and appealing menu at prices that are very moderate for the Upper East Side. He was interested in offering the neighborhood something familiar, pizza, in a back to the basics way. He remarks on his competition, “It’s amazing when I see how many uninformed consumers are out there, all of these 99cents slice joints are opening up all around the city and people have no clue what ingredients are thrown into that pizza to be able to be sold for 99 cents. This bothers me because cheap flours, tomatoes and cheeses lead to obesity and other health issues. Pizza is not meant to be a “Junk Food ” item, it definitely gives you health benefits, when done right, I can attest that I have lost weight and eat pizza almost daily.”

Nrecaj and his father Andre have been laser focused on developing the right menu and creating an inviting atmosphere. He explains, “My dad has decades in the pizza industry. We spent over $300,000 upgrading the space and adding new items normally not found in a ‘pizza’ shop.” The major lure for this father and son team was a coal burning oven that reaches temperatures of 800 to 900 degrees. Andre notes, “Very few are left. This was one. I know from my years of pizza making it is the best method; this gives a nice char to the crust and melts the fresh mozzarella evenly.”

Benny learned about the best pizza making method by watching and learning. He explains, “Consistency in our business is huge. I grew up with my Dad taking me to his various shops and showing me how to make great pizza. And when I left Lehman, Read the full article here »

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January 16th, 2012

WISE WORDS

The buzz on good business tactics to create a successful f&b venture
By Francine Cohen and Chase LeBlanc

New year, and with it come new thoughts about a brighter future that may include you going off on your own exciting new venture. Or refreshing an existing f&b outlet. Good for you!

However…before you embark on this adventure you might want to give this just a little more thought and consider some things perhaps you hadn’t yet considered. We want to wish you “bon chance” and watch you succeed so we’re offering up some wise advice shared by our friend, Chase LeBlanc, founder of Leadagers™ LLC (www.leadagers.com).

IF&B – Chase, you have been in the industry for quite some time – what advice do you have for someone who is thinking opening an F&B operation?

CL – Do not rush into owning your own place. The more competent and successful you are at multiple jobs within the industry, the easier it will be to obtain money. As you become more bankable, the less “bank” you will personally have to risk. Excellence will always attract interest. Just because you can doesn’t mean you should. You might have the idea, experience, desire, money, and location all lined up, but unless you have an absolute determination to do whatever it takes to make it happen, or an absolute psychosis about working for other people, don’t start your own business!

IF&B – I think I know what it takes and I hate working for other people, so why should I stop and question my decision to go off on my own?

CL - Making good money at it has to be a “pretty darn sure” rather than a “surely hope to” proposition. It is a lot more work than you know, without a lot of down time. You will screw up many lives, including your own, if you do not pull it off.

IF&B – Money (bank loans) for small business is pretty hard to come by these days, what can a start-up owner/operator do to help their cause/case?

CL – Determine a realistic financial game plan—the earlier the better. Know every aspect of costs and controls…fixed costs (unaffected by sales volume changes), variable costs (clearly linked to business volume changes) and prime costs (food, beverage, payroll, payroll taxes, and benefits). Over analyze every aspect and know what your break even point is from the “git go” by having a solid proforma.

IF&B – Can you be more specific?

CL – With any new business plan you might want to create a quick checklist that includes the following touch-points: Before you even think about crossing the new venture starting line, you must obtain legal exclusivity or complete control of your brand. Have you uncovered the part of your idea that will allow you to dominate your competition? If so, place that far forward in your business plan. Can you illustrate a way to limit the downside for potential investors? Have you developed your “Plan B” for taking on economic distress/downturns? Does your plan include wiggle room for unforeseeable missteps? What is the period to profitability or rate of return on investment? Can you show the commitment and brilliance of the main players? How fast can it get big? How big can it get? These are some of the things that any experienced investor (if you can find one) will want to know.

CL – I just thought of something else I’d like to add about raising money. Plan the divorce before the kiss—partners, investors, and relatives will all turn nasty if reality steps in to “jack up” your planned success. Be sure there is a legal agreement that specifically points the way to move others out, or for you to move on, before you take a penny of other people’s money.

IF&B- Okay, so we know what to look for before diving into something new, but what if we’re re-evaluating how we handle our business as the operator of an ongoing F&B operation?

CL – You must focus your business efforts on those things that provide for the best chance to get people talking about you in a good way. The big five differentiators are (1) great product, (2) great value, (3) excellent service, (4) great location, and (5) sensationally brilliant decor. (We might now have to include data mining expertise and social relationship-marketing flair but let’s stay old-school for a minute.) A business can be advanced by doing things other people are doing and simply doing them better, but I think that building on things other people are doing and making them unique to you, through your location, personality or value proposition, offers a better chance to get people buzzing about you.
Secondly, it may be unwritten, but you are promising something. The best “first” move is always to make sure that your current guests are getting their money’s worth. So, the question becomes are the establishment’s actions meeting or exceeding its “brand” promise? If not, that is the first fix. Never attempt to get new guests to try a “we’re working on it” experience. With that said, you might think I’m asking you to bear down until you can produce perfection. Not so. Just be able to back up your mission/values and standards/specs. If you don’t have those items in place, by all means jump on that as well.

IF&B- This has been enlightening, thank you. Is there anything else you’d like to add?

CL- I’d be remiss not to include – get the best lawyer, accountant, and insurance agent you can afford, but only if they are referred to you by a trusted source. And pay your friggin’ taxes!

As the founder of Leadagers Chase LeBlanc offers leadership for managers and ops performance forensics for hospitality, foodservice, bars and restaurants so that you can OUTSMART, OUTPACE, AND OUTSHINE Your Competition! He is also the author of High Impact Hospitality (www.amzn.to/guebkx)

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January 5th, 2012

SUPER SIPS

Memorable cocktails that rise to the top of the list
Stories curated by and photos by Jason Rowan (except where noted)

Photo by Virginia Miller

Most publications are busy prognosticating; focused on the year ahead, projecting trends and anticipating the future. But at INSIDE F&B we decided to take a moment before rushing pell-mell into 2012 and invite you to join us in relieving some stress that always comes with looking ahead. Instead, stop and smell the proverbial roses as we take a look back at some of the spirit industry’s best drinks tasted around the world.

Simon McGoram, Drinks Editor, Australian Bartender Magazine (boozebraggart.blogspot.com/)

The best drink I had all year had to come from one of the more unlikely places in Australia – Katoomba in the Blue Mountians in NSW. Once upon a time it was known as Sydney’s playground – especially during the roaring twenties with Gatsby-like characters parading around in finery. Now the place attracts only a few weekend tourists with its beautiful art deco cafes and hotels remaining for the large part empty and falling into disrepair.

I was up there with my partner for a Valentine’s Day getaway – with February being the middle of summer down under we were expecting swelter. Instead a cool mist hung eerily over the whole town as we walked up the steps of the Carrington Hotel for a pre-prandial tipple. The hotel by the way looks like something out of The Shinning and sure enough during the middle of the week the place was empty and spooky.

We were sat next to a roaring fire in an anteroom next to the grand 1930s ballroom. I was expecting that they might manage a decent G&T but I was pleasantly surprised by the quality of the cocktail offering. I ordered an Old Cuban – an Audrey Saunders masterpiece that had somehow found its way to this country town. My partner had a Bramble – a Dick Bradsell modern classic from London. The drinks were good. Not exceptional. bBut it was the more the fact that in rural Australia I could order drinks created by the best bartenders of London and New York whilst being transported to almost untouched art deco setting. I thought truly cocktail culture has come of age and perhaps one of America’s greatest inventions can be enjoyed at all ends of the earth.

Stephen Myers, Illegal Mezcal
(www.ilegalmezcal.com)

Drinking a Negroni at an outdoor cafe with a beautiful girl and a great friend on the Sardinian coast as the sun set over a Phoenician ruin and a lighthouse. Rather than the 1:1:1 ratio of the drink on its own it was all the elements of the time, place, people and the great drink itself that made it my best drink for 2011.

Philip Gandevia, cocktail bartender, Eau De Vie, Sydney
(eaudevie.com.au/)

We were having a meeting at Eau De Vie, going over our recipes and making sure that our techniques were uniform. We mentioned a Bijou (equal parts gin, Dolin and Chartreuse, orange twist and discard) and I made a casual statement that of course it was always stirred. One of our team, Taka Shino, demurred, saying that he always shakes his. Not only was this interesting in terms of discovering an inconsistency but it was also something I’d never entertained for this cocktail. “Well, let’s try them,” I said and we made side-by side identical Bijous, mine stirred and his shaken. When we tasted them I was fairly shocked to discover that I preferred the shaken. It was an excellent reminder that the junior bartender can show the senior bartender something Read the full article here »

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December 31st, 2011

THE MEAT OF THE MATTER

By Vincenza Di Maggio

Photo by Michael Harlan Turkell

Our national culinary identity is all wrapped up in meat.

Meat has taken on such a prominent role in the American diet that it’s become so ingrained into our national identity that most Americans, when eating a steak or biting into a juicy cheeseburger on any given day of the week don’t give this delicious luxury a second thought.

But it’s worth some consideration as evidenced by the fact that restaurant consultant Clark Wolf recently convened a whole panel of experts to discuss this very topic. Wolf notes, “The drought in Texas causing prices to rise, a greater basis of sustainability in animal practice, a strong interest in community husbandry, and the start of the holiday season make this [American’s consumption of meat] an important timely topic.”

He continues, “In a different economy our iconic protein warrants discussion. Our job is to highlight the many viewpoints not always addressed.

Wolf led the spirited discussion titled “The Changing Center of the American Plate” at New York University’s Fales Library. Joining him was Jenifer Harvey Lang, food journalist and Managing Director of the renowned Café des Artistes in Manhattan, Dr. Marion Nestle, the Paulette Goddard Professor of Nutrition, Food Studies and Public Health at New York University, Jeffrey Yoskowitz, writer and self-proclaimed Semitic Swinologist, Mark Gilman, cheese maker, and Betty Fussell, Food Historian & Author of Raising Steaks: The Life and Times of American Beef.

The participants each brought an original perspective to the table, and approached the topic from various angles, making for a very free-form dialogue.

Dr. Marion Nestle, known for her role as a driving force in the food industry, notes that meat consumption is directly related to the economic stability of a country; something that America has enjoyed a lot of over the years. She says, “American steak is here to stay. It’s iconic and you don’t bring down icons.” This is not only true of beef but also of pork. The pig, an animal whose meat is valued for its nutritional value and savory taste, is an iconic American animal as well.

Connecting to American food icons takes many forms. Though pork is not an acceptable meat in the Jewish culinary repertoire, panelist Jeffrey Yoskowitz appreciates the cultural impact the “other white meat” has in American society. He notes that soy pork alternatives have become popular among Read the full article here »

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December 16th, 2011

THEY LIKE IT. YOU’LL BUY IT.

New York International Spirits Competition Judges are real buyers who know what sells
By Francine Cohen

Quickly the New York International Spirits Competition has become a compelling opportunity for hundreds of international brands that are eager to get their product in front of the on-premise and off-premise buyers who can share the world’s best products with their customers.

Founded by Adam Levy, aka The Alcohol Professor, in October 2010, NYISC ((www.nyispiritscompetition.com) is the first major international spirits competition with trade-only judges from top to bottom. Judges are buyers from top retail stores, restaurant & bar owners and distributors & importers, guaranteeing that each spirit is tested by folks who ultimately make real impact on product sales. Each product submitted is judged against other brands according to its product category as well as its pricing category. Spirits are rated on a set of criteria including appearance, aroma, taste, mouthfeel and finish.

In only its second year of existence the competition, which was held on October 16th, saw submissions go up by 65%. Over 300 spirits were put before a hand-selected panel of critical and acclaimed key trade only judges. These influential buyers, retail storeowners, restaurant/bar proprietors, distributors and importers were selected based upon their unique ability to make a direct impact on sales.

“This year’s significant increase in submissions is a clear sign that the industry truly recognizes and appreciates NYISC’s overall philosophy of judging for real sales impact,” says Adam Levy, Founder of the NYISC. ”While other renowned competitions prize up to 85% of entrants with awards, the discerning panel and ethos of the NYISC is to honor the brands that are most deserving among their peers. This year, NYISC prized only 40% of its entrants.

The Judges awarded only 1 Double Gold Medal, 14 Gold Medals, 46 Silver Medals and 61 Bronze Medals.

Top Honors (and the spirits you’re going to want to try and possibly even buy) include:

Distillery of the Year: Distell LTD of South Africa. Winner of the only Double Gold medal for their Oude Meester Souverein 18yr Reserve for $115

Winning Spirits – separated by Medal and Category

Gold
Armagnac
Marquis de Montesquiou VSOP $40

Liqueurs
Becherovka

Mezcal
Joya Azul Mezcal $45.99
Real Matlati Mezcal Alma de Espadin $60

Tequila
Don Julio 1942 Anejo
Dulce Vida Organic Tequila Blanco100 $30
El Tesoro Platinum Tequila $50
El Tesoro Reposado Tequila $54.99

Vodka
LIV Vodka $27.00
Luksusowa Vodka $14.99

Whiskey
Buchanan 18yr $76.99
Bulleit Rye $29.99
Crown Royal $31.99

Silver

Armagnac
Armagnac Castarede Reserva de la Familia $100

Brandy
Aqua Eau-de-vie $50.50
Distilleria Montanaro Grappa Barolo 1995 $71.99
Oude Meester 12 reserve $50
Remy Martin V V $40.00
Van Ryn’s 20 Yr Collectors Reserve $160

Gin
Catoctin Creek Watershed Gin $38.00
Distillery 209 $34.99
Tanqueray London Dry Gin $23.99
Tanqueray Ten Gin $29.99

Liqueurs
Art In The Age ROOT $35.00
Cask & Cream Original $10.99
Arak Kawar
Kings Ginger Liqueur $39.99
Pallini Limoncello $26.00
Solerno Blood Orange Liqueur $28.00

Mezcal
Don Julio Blanco $47.99
Don Julio 70 Anejo $79.99
Don Julio Real $350.00
El Tesoro Paradiso $109.99
Mi Casa Tequila Blanco $39.99
Mi Casa Tequila Reposado $44.99
Mi Casa Tequila Anejo $49.99
Ilegal Mezcal Anejo $108.00
Wahaka Mezcal Joven Espadin 37.99
Wahaka Mezcal Reposado Con Gusano 40.99
Wahaka Mezcal Joven Madre Cuishe 78.99
Wahaka Mezcal Joven Tobala $78.99

Rum
Bacardi Select $13.49
Botran Rum
Botran Solera
Denizen Rum $14.99
English Harbour Rum $29.99

Tequila
Jose Cuervo Silver

Vodka
Bee Vodka $48.99
Mainstay Vodka $15.00

Whiskey
Contarf 1014 Irish Whiskey
Corsair Quinoa Whiskey $45.00
Glenlivet Nadurra $59.99
Troy & Sons Moonshine $29.95
Vickers Brothers $50.00

Bronze

Brandies
Distilleria Montanaro Grappa Arneis $61.99
Oude Meester Demant $20.00
Pisco Don Alvaro $45.00
Pisco Porton $40.00
Van Ryn’s 12 Yr Distillers Reserve $65.00

Gin
Hendrick’s Gin $35.00
Gibson Gin $20.00
Sipsmith London Dry Gin $45.00
Smooth Ambler Greenbrier Gin $29.99

Liqueurs
Art In The Age Snap $35.00
Bailey Caramel $26.99
Bittermen Commonwealth $24.99
Cask & Cream Chocolate Tempation $10.99
JAAN-PAAN Liqueur $35.00
Luxardo Cherry Liqueur $23.95
St Germain $35.99
Tekirdag Rakisi Gold
Yeni Raki Ala Raki $34.90

Rum
Atlantico Platino $19.99
Atlantico Reserva $24.99
Bacardi Oakheart $13.99
Bacardi Rock Coconut $14.99
Bacardi 8 $20.02
Bacardi Reserva Limiteda $84.99
Dos Maderas 5+3 29.99
Dos Maderas PX 39.99
Envy Rum $28.00

Tequila
3 Amigos Tequila Organic Blanco $29.99
Chinaco Reposado $54.99
Don Julio Anejo $55.99
Dulce Vida Organic Tequila Anejo $45.00
Entre Dos Tierras Gold $25.00
El Tesoro Anejo Tequila $59.99
Familia Camarena Reposado $20.00
Familia Camarena Tequila Silver $20.00
Jose Cuervo Tradicional
Jose Cuervo Extra Anejo

Vodka
Broken Shed Vodka $43.10
Brooklyn Republic Vodka $23.99
Missippi River Pilot $23.99
Pyla Vodka $43.10
Purity Vodka $39.00
Reyka Vodka $22.00
Smooth Ambler Whitewater Vodka
Valentine Vodka $26.99

Whiskey
Black Bull $49.95
Buchanan Original $37.99
Bushmills Original $26.99
Crown Royal XR $139.99
Four Roses Bourbon Single Barrel $45.00
Four Roses Bourbon Small Batch $35.00
Four Roses Bourbon 2011 Limited Edition Small Batch $95.00
George Dickell 12yr 19.99
George Dickell Barrel Select 24.99
Glenlivet 12yr $34.99
Glenlivet 15yr $49.99
Highland Park 18yr 109.99
Whistle Pig
The Wild Geese Irish Soldiers Classic Blend $39.99

This Year’s NYISC 2011 judging panel included:
Chris Hiatt- Retail Store Buyer Slope Cellars, Brooklyn
Raphael Reyes- Mixologist at 1534
Francis Schott- Partner Stage Left, New Brunswick NJ and Restaurant Guys Radio
David Lombardo – Beverage Director at Benchmarc Restaurants
Courtenay Greenleaf- Tequila Librarian La Biblioteca Richard Sandoval Restaurants
Junior Merino – Liquid Chef
David Grapshi
Nicolas Palazzi – PM Spirits
Stephanie Moreno- Spirits Buyer
Flavien Desoblin- Owner of Brand Library
Patrick McCarthy- Whiskey Buyer, Bayway Liquors, Elizabeth NJ
John Ranklin- Spirits Buyer- Chamber Street Wine Store, NY NY
Marlon Paltoo- Spirits Buyer- Park Avenue Liquors
Elana Effrat – Spirits Buyer
Jeff Galli- Spirits Buyer Char No. 4
Michael Neff- Ward III
Scott Rosenbaum- Buyer for retailer Vitis
James Menite – Fornino
David Ross -Beverage Director at Feng Asian Bistro in CT
Frank Cisneros- Mixologist at Dram
Julie Albertini- Corporate Mixologist for Allied Beverage

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November 28th, 2011

STREET SHEET – The Summer Swell That Wasn’t

Still, there’s hope
By John Henry

It was a tough brand building summer out there on the front lines of wine and spirit sales.

Right after the Fourth of July fireworks faded away no buyers seemed to be around or were at least faintly interested in tasting or buying in anything new and artisanal for their stores or bars. Tales of the Cocktail made the local on-premise scene a late July ghost town. I actually saw a rye soaked tumbleweed cross Bedford Avenue late one afternoon as I rode my bike on by, deeper into Bed-Stuy.

Between a half to two thirds of accounts seem to hover in and out of COD. And the smart buyers seemed to take most of August off (If I only had a brain–and the cash flow) . Then showstopper Irene almost brought the Big Apple to a halt. High times these are not. Don’t know what was rarer in August: a dry day, a few hours without any political finger pointing or any good news on the national jobs front?

“From May to December …” I can hear Sinatra singing the words in my ears as I rode downtown along the Hudson River on my rounds. The kids trudged back into school. There is a little hint of fall and whiskey in the air. Reality strikes. Work. Time to step back up to the plate. Separate the men from the boys. So let’s look back a bit and see what was a fad, what wasn’t and what maybe will be.

I needed some end of summer zen to try and make sense of it all. The immediate challenge kept coming back to me: Which new brands stick and which will be just May to September flings? So I grabbed a few ice cold Milwaukee born, union made, Miller Lite Beers, channeled my inner T. Plush and as I reached for the remote this past Labor Day weekend I understood I needed to chill.

I watched the New York baseball teams take their traditional early September paths from daylight into the deep dark Washington night (The Yankees move toward solid deep rotation and combustible late season offensive power; the Mets ride a cyclone of fight to comeback then onto collapse.) This Queens born boy relaxed, accepted my fate on the street, and settled into the groove of a new Ketel One Vodka commercial on cable between innings – Black and white, deep voiced narration, now with hip men and women tippling at the bar. The persuasion was impressive, most impressive, even to this veteran industry pavement pounding stormtrooper. I felt the power of a spirit brand well built over time now going big leagues.

I recently saw one of Maker’s Mark’s initial television commercials on cable as well. Warm, inclusive, iconic in red–it was pure Maker’s. The word is surely getting out.
These little brands I knew so well behind the stick and back in my early farm league, Single A days toiling the street talent as a “brand ambassador,” are now big time World Champion contender brands. In those ambassador salad days a dozen or so years ago, I took my homemade Maker’s holiday chocolate chips cookies and bourbon soaked cherries around in six degree temperatures to top accounts like Il Pace and Virgil’s. I was inspired by the handsome tall blonde, Carl Nolet, Jr, who ushered, undetected, into my own bar space with cocktail tomolives for Ketel One brand martinis a few years earlier. Treated us all just like family. This is old school farm system, grass roots brandbuilding. Rule #1: Winning brands are built Read the full article here »

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November 6th, 2011

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