SEND THEM OUR BOURBON

NEWS RELEASE
DISCUS: Congressional Approval of Free Trade Agreements
Will Increase Exports and Support U.S. Jobs

WASHINGTON – The Distilled Spirits Council said today Congressional approval of free trade agreements (FTAs) with Colombia, South Korea, and Panama will lead to significant increases in American distilled spirits exports, while contributing to job growth in the U.S.

“Market opening agreements such as these are critical to improving our competitiveness in the global distilled spirits marketplace and to growing jobs in the United States” said Dr. Peter Cressy, Distilled Spirits Council President and CEO.

“Beneficial provisions contained in these historic agreements will help to significantly increase U.S. spirits exports, especially Bourbon and Tennessee Whiskey, in these rapidly growing export markets,” he added. “America makes great spirits products, and adult consumers around the globe should be able to enjoy them unencumbered by tariffs or other market-distorting barriers.”

Under the agreements, all three trading partners have agreed to eliminate tariffs on U.S. distilled spirits upon implementation or over five to ten years, depending on the product.

“These agreements will level the playing field for U.S. spirits and, in some cases, actually provide U.S. spirits a competitive advantage,” Cressy added. “For example, as soon as the U.S.-Korea FTA enters into force, the current 20% tariff on Bourbon and Tennessee Whiskey will be completely eliminated. This is particularly important since Korea is one the largest spirits markets in the world.”

In addition to removing tariff barriers, all three agreements will protect Bourbon and Tennessee Whiskey as distinctive products of the U.S. This will further expand international recognition that Bourbon and Tennessee Whiskey must be made in America according to U.S. standards. These products account for approximately 66% of total U.S. spirits exports worldwide.

“We are extremely grateful to the Office of the U.S. Trade Representative, and the U.S. Departments of Commerce and Agriculture for the excellent results they achieved for distilled spirits in these agreements,” Cressy concluded. “The U.S. spirits industry looks forward to prompt implementation of the FTAs in order to begin reaping the benefits they provide.”

Over the past 10 years, global U.S. spirits exports have more than doubled; in 2010, the value of total U.S. spirits exports exceeded $1 billion for the fourth consecutive year. The value of U.S. spirits exports to Korea, Colombia and Panama collectively has grown to $16 million in 2010, representing a 97% increase since 2006.

****The Distilled Spirits Council is the trade association representing producers and marketers of distilled spirits sold in the United States.

IN THIS CORNER…

Contestants for The Auchentoshan Switch are Named

Which American bartender will cross the pond and indenture himself/herself to Tony Conigliaro at 69 Colebrooke Row and which London bartender is headed to New York to get a taste of American bartending style and the typically ardent cocktailians this culture breeds? Only Vegas (and London) knows and the truth will not be revealed until October 26th when the last of the 40 transcontinental bartenders have put their skills to the test a second and final time.

The finalists have been announced by The Auchentoshan Switch. These 40 submitted a video of themselves creating a lemonade and an Old Fashioned cocktail with Auchentoshan Three Wood with the hopes of winning over the judges and their friends and family.

With the votes tallied, here is the list of bartenders who will find themselves in Las Vegas, courtesy of the USBG, competing for that coveted spot. If you hate to read, just download and watch this video instead.

In alphabetical order by last name, including the bar/city where they work:
- Jeff Bell from PDT, New York City
- Amber Berry from Ward III, New York City
- Gina Chersevani from PS7’s, Washington, DC
- David Curiel from Dalva Hideout, San Francisco
- Michael Flannery from Michael’s, New York City
- Abigail Gullo from The Beagle, New York City
- Dev Johnson from Employees Only, New York City
- Charles Joly from The Drawing Room, Chicago
- Mirjana “Mindy” Kucan from Grand Prize Bar, Houston
- Jason Littrell from Death & Co, New York City
- Ian McCarthy from Boiler Room, Omaha
- Alexandra Parks from Green Russell, Denver
- Zachary Safron from Metro, Lafayette
- Steve Schneider from Employees Only, New York City
- Rachel Sergei from The Jack Rose, Washington, DC
- David Shenaut from Kask/Rum Club, Portland
- Ezra Star from Drink, Boston
- Lucinda Sterling from Little Branch, New York City
- Clinton Terry from PX, Alexandria
- Jenn Tosatto from Manifesto, Kansas City

And the list of UK bartenders vying to come to America is:
In alphabetical order by last name, including the bar/city where they work:
- Martin Ball from Corrido, Manchester
- Divyesh Chauhan from Match Bar, London
- Matthew Dakers from Whistling Shop, London
- Kevin Griffin from The Raconteur, Edinburgh
- Andrew Harrod from Wabi, London
- Richard Hunt from Hawksmore, London
- Scott Ingram from Blythswood Square, Glasgow
- Alex Kratena from Artesian, London
- Simon La Moon from Zetter Townhouse, London
- Bruce Lerman from Epernay Champagne Bar, Leeds
- Antonino Lo Iacono from The Dukes Hotel, London
- Giuseppe Miggiano from The Bar at Chancery Court, London
- Khalil Moh’d Lahham from Donovan’s Bar/Brown’s Hotel, London
- Martyn Nicol from Blythswood Square, Glasgow
- Matt Roberts from Quo Vardis, London
- Andreas Tsanos from Lonsdale, Notting Hill
- Tom Walker from Bramble, Edinburgh
- Sam Watson from Purl, London
- Faye Woodcock from The Blind Pig, Glasgow

“We were so excited to have such great feedback, a cavalcade of interest, and so many great video entries for our first ever Auchentoshan Switch,” said Hannah Fisher, Auchentoshan Brand Manager. “It’s obvious that the brand is very relevant to today’s top bartenders in the UK and the US and we can’t wait to see what these incredibly talented bartenders will show us at the finale. Congratulations to all the finalists!”

The winner of this final round will claim his/her prize in early 2012. This damn yankee will find himself/herself at 69 Colebrooke Row, home to the Drinks Factory, one of the only bar-related drinks labs in the world where they will take part in daily bar procedures as well as interact with visiting producers and source quality ingredients. In NYC, the UK bartender will work at one of the hottest cocktail bars in Gotham’s underground scene. No names yet but you can guess as here the presentation of the cocktail is as dramatic as the cocktail itself and the winner will be part of both a theater of performance and a chemistry lab at the same time.

Of course, for the UK and American winners there will be time for sightseeing. All cocktail creation and no cultural inspiration makes for a dull bartender. And nobody wants that.

UNWANTED GUESTS

By Francine Cohen

What if you weren’t a bartender? What if you decided to become an accountant or a lawyer with a corner office in a big firm in a fancy office building; what might that career and that life have looked like? Would it be more serene? It definitely wouldn’t have involved wet hands all night long. Could you have been happier with a 9-5 existence, living in a classic center-stair colonial in the suburbs with the sporty yet highly-rated-for-safety car parked in the driveway next to the beautifully manicured lawn where your two perfect children romped with the dog as you and your loving, normal, stable spouse sat at the breakfast table sipping coffee and reading the morning paper before the kids headed off to school and the adults went into the office where they spend eight hours playing politics, jockeying for position, and pushing papers under fluorescent lights? Maybe.

Yes, really, you might have found this rewarding. But then again, maybe not. You made the best choice for you. Though, one thing is certain that this corporate life would offer that a bunch of bottles and a breadth of wood can’t…protection from the unwanted attention of stalkers and groupies.

Think about it; with the rare exception of gun toting/bomb wielding disgruntled ex-employees or husbands who have a beef and show up at the office and consequently on the six o’clock news, groupies and stalkers are not an everyday corporate occurrence. But they are an unspoken part of the job when you’re a bartender. As E. Tecosky* of Los Angeles puts it, “You’re a bartender. They can come see you at work.”

And come they do. Without a security guard at a desk and an elevator key access required these folks can waltz right in and make your night stress filled. From the girl who thinks that your smile and kind words mean you’re really into her and she should sit there every shift and only allow you to make her drinks, even if the bar is four deep and there are two other bartenders on, to the tiki and bitters geeks who want to spend the whole night having your full attention so that you can discuss the most intricate details about ingredients and lost recipes.

These people can become an occupational hazard. It’s a hazard that’s seemingly unique to bartenders as C. Bunnewith* of Boston comments, “Being behind the bar, it is so easy for Read the full article here »

GOOD NIGHT, IRENE

The storm is over, but the repairs continue. Help your farmers – TODAY
By Francine Cohen

Why is a good idea today for you to find yourself within arm’s reach of a restaurant kitchen even if you’re not working? Because 124+ of the city’s (and local area’s) finest and most delicious dining establishments are participating in DineOut Irene.

Grab a bite at one of these spots and 10% of your check will be donated to local farmers who felt the bite of the recent storm and need some help getting back on their feet.

Event creator, Gabriella Gershenson of Saveur (www.saveur.com), explains how this very important program came together, “As a food writer, so much of what I do is encourage people to eat local. So when Hurricane Irene damaged so many of area farms, so dramatically, it seemed wrong not to try and help. This particular approach seemed manageable (I also have a full time job!), sufficiently straightforward, and a great way to raise funds quickly.”

She continues, “First of all, we have an amazing food community here in New York. Food writers, restaurateurs, chefs; this experience taught me that they really look out for one another. I think everyone felt the urgency of this situation, because we’ve grown to truly cherish and rely on our local farms, and the extent of the damage seems unfathomable. On a logistical level, I made a lot of phone calls, sent out a lot of emails, and did a lot of learning as I went. And I got moving fast–just a few days after the hurricane hit and the damage was coming to light. There have also been a lot of great people helping along the way.”

Bill Telepan, of the eponymous restaurant, is participating. He shared that fact with his guests and subscribers to his newsletter as he wrote in this week’s update, “We will participate in a fund-raising event to aid local farmers hit hard by Hurricane Irene. Join us for dinner this Sunday September 25th, and we will donate 10% of our sales to funds set up by NYC non-profits Greenmarket and Just Food. Proceeds will assist those family farmers recover from severe crop loss, clean their fields, and begin planting for a better season next year. We encourage you to plan your night out and enjoy a delicious dinner at Telepan. Visit http://dineoutirene.com for more details.”

Philippe Massoud, the chef/owner of ilili, is another chef who immediately rises to the occasion when there’s a tragedy. This isn’t his first time at the rodeo, and it comes as no surprise as he comments, “Giving back and helping out is what makes us human, it’s a duty for me personally. Who better than our neighbouring farmers they do so much for us.”

It’s the goal of DineOut Irene to raise $100,000 in this one day of dining. That money can go a long way to helping those farmers who are always there for us. Gershenon concludes, “As far as the improvements that I’m hoping will be made, I leave that in the able hands of the people at Just Food (www.justfood.org ) and GrowNYC (www.grownyc.org) who are distributing the funds. If we can make a real, positive difference in the quality of life of these farmers; just help them get back on their feet, that would be enormous.”

PARTICIPATING RESTAURANTS
Check in regularly for updates. Restaurants are participating all day on Sunday, September 25, 2011, unless otherwise stated. Scroll all the way down to see who’s participating outside of New York City.

Aldea (participating Monday, September 26)
al di là
Annisa
Andaz 5th Avenue
Asia de Cuba
A Voce Columbus (brunch)
Balaboosta
Bar Basque
Bark Hot Dogs
The Bar Room at The Modern (dinner)
Benjamin Steakhouse
Betto (dinner)
Bistro de la Gare (dinner)
Blue Hill (a percentage of sales of the Farmers Feast tasting menu benefits Dine Out Irene)
Bobo
Brindle Room
The Brooklyn Kitchen*
Buttermilk Channel
Cafe Joul
China Grill
Colonie (dinner)
Corsino Cantina (dinner)
Dig Inn (all locations)
Do Or Dine (dinner; participating Monday, September 26)
Ed’s Chowder House
Egg
Ember Room (brunch and lunch)
Fatty Crab (all NYC locations)
Fatty ‘Cue (all locations)
Fatty ‘Cue at the Battery*
Fatty Snack* (all locations)
Franny’s
Gente (dinner)
Gramercy Tavern (dinner)
Greensquare Tavern (brunch)
The Green Table
HENRY’s (dinner)
Highpoint Bistro & Bar (brunch)
Hill Country (dinner)
The Hurricane Club (dinner)
ICE – Tomato Lover’s Cooking Class, 75% of tuition benefits Dine Out Irene*
ici
ilili
‘ino (dinner)
‘inoteca cucina (dinner)
‘inoteca liquori (dinner)
Jack the Horse Tavern
James Beard Foundation (brunch)
Jimmy’s No. 43
Kefi
La Gazzetta
La Palapa
LIC Market (brunch)
Locanda Vini e Olii
Macao Trading Co.
Maialino (dinner)
Marc Forgione (brunch)
The Meat Hook*
Mile End Delicatessen
Monkey Bar (participating Monday, September 26)
The National
Northern Spy Food Co.
Oaxaca Taqueria (all locations)
Oceana (dinner)
Olives
Osteria del Circo (dinner)
Palo Santo (brunch)
Park Avenue Autumn (dinner)
Picnic Market & Cafe
The Plaza Food Hall by Todd English (dinner)
RED (dinner)
Red Farm
Red Rooster (dinner)
Riverpark
Robicelli’s*
Rose Water (dinner)
Rucola (dinner)
Salumeria Rosi
SD26 (dinner)
SHO Shaun Hergatt (participating Monday, September 26)
Socarrat Paella Bar (all locations)
Spot Dessert Bar (brunch and lunch)
Suenos (dinner)
Taïm
Tanuki Tavern
Telepan (dinner)
Tipsy Parson (dinner)
Tocqueville (participating Monday, September 26)
The Trilby (brunch and lunch)
Tulsi
Txikito (dinner)
Union Square Cafe (dinner)
Untitled at the Whitney (dinner)
Upstate Craft Beer & Oyster Bar (brunch and lunch)
Wallsé
The Waverly Inn
‘wichcraft (all NYC locations)
Wonder City Coffee & Donut Bar

Participants outside of New York City:
Bandwagon Brew Pub (Ithaca, New York)
Birdsall House (dinner; Peekskill, New York)
The Bistro at Red Newt Cellars (Hector, New York)
Blue Mountain Bistro To Go (Kingston, New York)
Cha Cha Hut BBQ (Andes, New York)
The Cup and Saucer Restaurant and Tea Room (brunch and lunch; Beacon, New York)
Meritage Restaurant (dinner; Scarsdale, New York)
Ramiro’s 954 (Mahopac, New York)
River City Grille (Irvington, New York)
Simply Red Bistro (Ovid, New York)
Stissing House (Pine Plains, New York)
Sweet Grass Grill (Tarrytown, New York)
Taste of Thai Express (Ithaca, New York)
Tavern Restaurant at Highlands Country Club (brunch and lunch; Garrison, New York)
Tomatillo (Dobbs Ferry, New York)
The Villa (dinner; Lagrangeville, New York)

*This establishment is not a restaurant, but a percentage of the day’s purchases will benefit Dine Out Irene.

THERE ONCE WAS A…

Restaurant Storytelling: How to Make Your Restaurant Live On in the Hearts and Minds of Your Patrons
By Adele Cehrs

Differentiation in today’s crowded restaurant space is imperative, not only in terms of an eatery’s success, but also for its continued survival and patron loyalty. Foodies everywhere want to be part of the story of how a restaurant becomes successful or remains so, as a result of their patronage. The experience isn’t limited to just sitting down for a quality meal, it’s about conveying a personal connection, a unique backstory, or even a rise from humble beginnings.

Consider the ‘Underdog Effect’ -according to recent research published in The Journal of Consumer Science, an underdog brand biography increases purchase intentions and brand loyalty by consumers. The brand biography is an unfolding story, that chronicles the origin of the brand, the struggles, and its evolution over time. Consider how consumers see themselves before positioning your brand a certain way. People like to think of themselves as the underdog, and identify with underdog stories that remind them of themselves.

Consumers go back to establishments they connect with. At some point they even see themselves as part of their favorite eatery, part of the “family” and part of the story that made the restaurant a success. How restaurants tell this story is critical to long term growth and success.

It’s important to gain objectivity when developing your marketing and PR strategy to convey your story, your brand, and essence to your customers. Why should they care? What does this have to do with them and what they choosing to order today? How does this apply to the food Read the full article here »

THE WHOLE PACKAGE

Show off what you’ve got in the PAMA’s Beyond the Glass Bartender Search

Celebrating the elements (aside from drink creation) that make a great bartender the one who always has full seats in front of him, PAMA liqueur, from Heaven Hill Distilleries, has launched their Beyond The Glass Bartender Search.

PAMA’s ruby-red pomegranate liquid is versatile enough to mix well with every spirit from whiskey, rum and brandy to vodka gin and tequila. So too must a talented bartender be versatile throughout their shift; able to roll with the punches while satisfying a wide variety of guests and their tastes.

That takes a lot of skill that goes well beyond knowing how to follow a recipe or craft a delicious cocktail. So, in partnership with the U.S. Bartender’s Guild (USBG), Beyond The Glass introduces an online talent search to find this country’s one bartender who truly exemplifies the qualities that make the profession great; style, skill, and a sense of community.

Kicking off on September 12th and running through Monday, October 31st at 5:00 PM PST, bartenders are invited to nominate themselves with a video submitted through
PAMAPros.com that showcases their:
Personal Style – how they dress, shake, stir and serve
Garnishing Skills – how they create the powerful finishing touch to a cocktail
Commitment to their Community – how they contribute to the local bartending
profession and how they use their bartending skills for the benefit of good causes.

Reid Hafer, senior brand manager for PAMA Liqueur at Heaven Hill notes, “There are so many talented mixologists out there who create fantastic drinks, but there’s much
more to bartending than creating a recipe. In the same fashion that PAMA is an essential ingredient at every bar, we seek to celebrate the other essential qualities that make a great bartender.”

Videos will be judged by a panel of members of the USBG executive board who will award points for each section of the submission, ultimately awarding $4,500 to the bartender who earns the most points. 10 runners up will have their annual USBG dues paid for them.

To enter the Beyond The Glass Bartender Search, go to www.pamapro.com/bartendersearch

TEND BAR ACROSS THE POND

When life hands you lemons, make lemonade in your film debut for the Auchentoshan London/NYC Switch

Photo by Peter Devlin courtesy of Auchentoshan Distillery - Glasgow, Scotland

You know they drive funny over there, do they bartend on the wrong side too? If you’re one of the lucky (and talented) UK and US bartenders who win the AUCHENTOSHAN Switch you’ll find out first hand.

The big switch is a once in a lifetime opportunity for UK bartenders to bartend in the US, all expenses paid, while their US counterpart heads to London to see how bartenders get put to the test there every night. Auchentoshan® Lowland Single Malt Scotch Whisky, the only triple-distilled Scottish single malt, has launched a bartender talent search like no other to find two outstanding barkeeps in the US and the UK ready to switch places and switch countries for two weeks.

It doesn’t matter if you prefer the high road or the low road; the road to get there will be exactly the same in each country – first, contestants must enter a video of themselves making a homemade lemonade and an Old Fashioned cocktail with Auchentoshan Three Wood. 20 semi-finalists will travel to Las Vegas (and to London in the UK) to enter the showdown hosted by the United States Bartenders’ Guild (USBG) where the top bartender will be named.

Auchentoshan has partnered with two of the most outstanding bars in each country to act as the host venues for the final two bartenders in New York and London. The Auchentoshan Switch is open to all licensed bartenders in the US and UK (see terms & conditions for complete information).
Bartenders can enter their videos up until August 31, 2011 at http://www.auchentoshan.com/switch. The Las Vegas and London showdown will take place in October 2011 and the actual switch will take place in early 2012.

VIDEO ENTRY. Entering the Auchentoshan Switch requires a video and two drinks, specifically a lemonade and an Old Fashioned made with Auchentoshan Three Wood, a liquid of unique complexity that has rested in three different types of casks – first in American Bourbon then to Spanish Oloroso Sherry and finally in Pedro Ximenez Sherry – before being bottled, giving it a unique complexity. Bartenders who wish to enter must film themselves (no need for Oscar level movies here, a smartphone will do) making these two drinks (ps, the lemonade will show their knowledge of Read the full article here »

NO MORE MEDALS FOR EVERYONE

The end of the spirits competition as youth soccer league
By Francine Cohen

Photo by Keith Long

Summer is coming to a close which means in a few more weeks covers will start getting back up to their pre-summer levels, brands will kick off their 2012 marketing budgets, and kids go back to school and their fall soccer leagues.

While it might not seem as if underage soccer enthusiasts have anything to do with spirits and spirit competitions, they do. Think back to when you were running around on that soccer field and how much you loved the game, the team’s camaraderie, and winning.

But is it really winning when almost every spirit gets a medal the same way every kid on the team gets a medal for showing up? The new breed of cocktail competitions doesn’t think so. In fact, Paul Pacult, founder of the Ultimate Beverage Competition, was quoted in an earlier story (insidefandb.com/2011/07/baby-you’re-the-best-2/) as saying, “We’re differentiating ourselves from just about all other competitions which issue medals like peanuts at the circus.”

The aversion to the “every kid in the class gets a Valentine” mentality and the blind judging by spirits buyers who evaluate spirits by pricing bands within each category is also what sets the New York International Spirits Competition (NYISC, ) apart from existing competitions. Read the full article here »