December 2010 by Bar Mechanics

HOLIDAY SURGE & GREAT SEASON NEEDED AS WE LOOK FORWARD TO 2011 Our town is ready to come alive as Hospitality Industry Professionals look forward to the holiday season and the end of what may have been one of the most difficult years…in history. The numbers speak for themselves and the high amount of restaurant and bar closings in 2010 was a result of shaky economy in Southwest Florida. The year began with the coldest season on record while our 239 area code was becoming famous for foreclosures. It all quickly changed one day in mid-April when an explosion in the Gulf of Mexico on a BP oil rig took us from slow…to almost a complete stop. Even though the leak lasted three months, the only losses were caused by exaggerated press and a fear of an oil slick that never reached our beach. Convention cancellations began and our summer visitors stayed away for what seemed to be the longest summer ever. In October, a natural gas explosion put a Posen Construction worker in critical condition and cost our industry millions of dollars as an interruption of Gas caused closings, forced cooking outside and left hotel guests with cold showers. Not all…but most are ready to rip this 2010 calendar up and optimism is running high for a better year.

APEROL ITALIAN APERITIF MIXES GREAT AS WINNERS SHOW VERSATILITY

There is no doubt that the Italian Aperitif Aperol continues to show its mixability as four Southwest Florida Bartenders submitted winning recipes in the 2010 Aperol Mixmaster Challenge. The ‘locals only’ contest received entries from across America and showed the creativity of the bartenders and the versatility of the slightly bitter, but refreshing orangeflavored Aperol Italian Aperitif. It is Jayme Allred of PURE Urban Oasis won for her Italy’s #1 selling spirit brand. Winners Martini ‘Orange Truffle’ interviewed by ‘Smokey’ in three categories split $1000 in total Monday Dec. 6 at Noodles in Naples. prize money and a fourth winner won a special prize for a recipe using Absolut Vodka. The contest was sponsored by Palm Bay Imports, Southern Wine and Spirits and BeverageUnderground.com.

2010 APEROL MIX MASTER CHALLENGE WINNERS Martini/Shot Category

Wine/Vine Based Category

Jayme Allred Pure Urban Oasis

Cheryl Bryskiewicz LaPlaya Golf Club

Orange Truffle

Exotic/Mixed Drink Category

Tuscany Sunrise

Dino Camarano The World Famous Cigar Bar

Fort Myers River District DOWNTOWN COUNTDOWN WORLD FAMOUS CIGAR BAR SAL’S ON HENDRY STREET

(239) 337-4662

Gulf Coast Town Center MIDNIGHT TOAST TO 2011 WORLD FAMOUS CIGAR BAR (239) 267-6020 Bonita Springs VODA LOUNGE DJ M.DOT (239) 770-8368

Napoli Sunset

North Naples-Mercato PURE URBAN OASIS (239) 514-7873

Absolut/Aperol Based Cocktail

Naples On-the-Water Jack’s River Bar Buffet-Live Music-Prizes (239) 213-1441

Berry Mixed Up

Joe Agabiti Noodles Italian Café & Sushi Bar

Merry Christmas and a Happy New Year from

The World Famous Cigar Bar WALK-IN HUMIDOR @ TWO LOCATIONS Downtown Fort Myers - 239-337-4662 | Gulf Coast Town Center - 239-267-6020 Visit us online @ www.WorldFamousCigarBar.com

WWW.BEVERAGEUNDERGROUND.COM

Beverage Underground

2010

It was July 2008 that BeverageUnderground.com launched online with the intent to provide information to the bar and service staffs of a wide range of beverage hospitality outlets. Our mission was to be a trade resource that would help communicate and introduce the people, products, the places and the promotions that shape our everchanging industry. In 2009, we went to print and The Beverage Underground is now a 16-page ‘infozine’ read behind the bar and in the break room and is delivered six times a year from Marco Island to Matlacha. During this past year, we added our industry’s voice to the radio and internet web waves, and we have reached so many more with a commitment to social media communication. As we look forward to 2011, we give thanks to you the readers, the listeners, the supporters and our sponsors who spread the word and pour it on.

All around the

Underground Pop Singer PINK who is almost four months pregnant recently told Access Hollywood that if she has a boy, she will name him Jameson, after her favorite whiskey. After six years behind the bar, Brett Brehm has moved from Fleming’s Prime Steakhouse to a new position at Brio, in The Waterside Shops in Naples. Randy Strohman loves his job at Biddle’s Restaurant in the former Bennigan’s location on 41 in Fort Myers. Kudos to Andy and Brenda Biddle who along with Chef Bruno Ferreyra their friend and chef for over 12-years have taken their great cuisine and have added a lively happy hour and live entertainment. The 35th Annual Great Dock Canoe Race is scheduled for Saturday May 14, 2011 and week later The First Annual SUP (Stand Up Paddle) Luau Races will be held on Sunday May 22 at Tavern on the Bay on Naples Bay. Proceeds from race events will benefit Special Olympics.

BEVERAGE UNDERGROUND IS Larry Genta Jr Publisher/Editor Bu Radio/Host

Rusty Benzing

Designer/Developer Web Marketer

Pouring it on... Connecting the Industry

K.C. O’Dunn

Bu Radio/Producer

Check Us Out To Stay ‘In The Know’. Sign Up Today BeverageUnderground.com

Online - In Print - Social Media - Onsite

All Angles Marketing: Judy Church - How About YOU?

Contributors: David Moulton, Rich Castiano BEVERAGEUNDERGROUND.COM - A SUBSIDIARY OF BAR MECHANICS LLC

UNDERGROUND

Bar Smarts!

Get the answer on page 15 PAGE 2

Launched in 1992 by an inventor named Maurice Kanbar whose goal was to create the purest vodka in the world, this brand came from a country not typically known for vodka. He claimed his vodka was a ‘martini vodka’ that had less chemical congeners and that meant no hangovers. the brand grew steadily and in 2002 was purchased by a worldwide company based in Italy. Known for it’s distinctive bottle and plastic label this vodka holds the record for the most consecutive years as an industry ‘hot brand’ and is famous for being the ‘sex in the city’ vodka. Can you name this brand? Answer on Page 15 SUPPORT OUR SPONSORS WHO SUPPORT US, MANY OFFER DISCOUNTS TO OUR INDUSTRY

BEST NEW YEAR’S EVE PARTIES ON THE PLANET 1)

Las Vegas, Nevada

New York, New York

Austin, Texas

Prague, Czech Republic

Niagra Falls, Canada

Paris, France

Reykjavik, Iceland

Sydney, Australia

Barcelona, Spain

10) Bangkok, Thailand

All that Sparkles is NOT Champagne Tis’ the season for selling and toasting with a bit of the bubbly, but all that sparkles is not French Champagne or California Méthode Champenoise. The fastest growing category of sparkler is Prosecco and it is making it to more VIP rooms and tables during the holidays. However, it is also gaining popularity as a mixer for cocktails and as a popular favorite for brunch. Prosecco tends to be dry, lemony and with just the right Santa Margarita Procecco fizz. Created from predominately with splashes of fresh Prosecco grapes in the northern pomegranate is a great new regions of Italy it has grown “Bellini” Variation. steadily in ratings and reputation and today the Prosecco di Valdobbiadene is undeniably one of the best-known and most highly-appreciated Italian wines. Usually quite dry, it can also be on the subtle but fruity side of the flavor spectrum, and it’s ideal for sipping on its own, as an aperitif, and to drink with food. The fruitiness often suits it to spicy dishes. Prosecco is light and in Italy is enjoyed anytime and for any occasion. Compared to sparkling wines from other areas of the world, Prosecco is low in alcohol, only about 11 to 12 percent by volume. FROM BLENDERS TO SHAKERS TO BACK BAR ACCESSORIES - VISIT BEVERAGEUNDERGROUNDMALL.COM

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Happy Holiday’s

From the Culinary Concepts Beverage Team

L to R: Robert Twerdorff, John McCarthy, Kendra Rizzi, Skip Quillen, Annie Him, Timo Ortyl, Jake Deal

Prohibition was America’s Great Mistake

The 18th Amendment was ratified on January 16, 1919 and Prohibition was established. But, it was the Volstead Act, passed on October 28, 1919 that clarified the law defining “beer, wine, or other intoxicating malt or vinous liquors” as any beverage that was more than 0.5% alcohol by volume. The Volstead Act also controlled home distillation and set penalties that owning any item designed to manufacture alcohol was illegal and it set specific fines and jail sentences for violating Prohibition. Though the Volstead Act prohibited the sale of alcohol, the federal government did little to enforce it. However, there were several loopholes that allowed people to legally drink during Prohibition. For instance, the 18th Amendment did not mention the actual drinking of liquor. So, by 1925, there were an estimated 30,000 to 100,000 underground ‘speakeasy’ bars and clubs in New York City alone, The Prohibition created a black market of bootlegging that competed with the formal economy, which already was under pressure. The Eighteenth Amendment was repealed on December 5, 1933. Prohibition clearly grew crime and benefited many. The Notorious Bootlegger Al Capone made $60,000,000..that’s 60 MILLION untaxed dollars per year…while the average industrial worker earned less than $1,000 per year. Bathtub Gin got its name from the fact that alcohol, glycerin and juniper juice was mixed in bottles or jugs that were too tall to be filled with water from a sink tap…so they were commonly filled under the bathtub tap. Some towns and local governments were convinced that alcohol was the cause of virtually all crimes that on the eve of Prohibition and even during it (1920-1933) towns actually SOLD their jails. During Prohibition, temperance activists hired a team of scholars to rewrite the Bible to remove all reference to alcoholic beverages.

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CONNECTING THE INDUSTRY. IN PRINT. ON LINE. BY RADIO WAVES. WWW.BEVERAGEUNDERGROUND.COM

1. What is the Grinch’s dog’s name? a) Rex b) Rags c) Max d) Pete 2. Where does the Grinch live? a) Under the city b) South of Who-ville c) North of Who-ville d) In the center of town 3. What is the first thing the Grinch steals? a) Decorations b) The tree c) The stockings d) The presents 4. What is the last thing the Grinch takes? a) The tree b) The crumbs for the mouse c) The stockings d) The log from the fire 5. What does the Grinch take the last can of? a) Who-Hash b) Roast Beast c) Who-pudding d) Who-pie 6. What does the Grinch hate most about Christmas? a) The noise b) The lights c) The presents d) The singing

No, Virginia they didn’t ‘Invent’ Santa Claus …but Coke and Santa are the Real Thing

7. What does the Grinch do after he returns the toys to Who-ville? a) Carve the roast beast b) Sing c) Run away d) Dance

It was the Coca-Cola Company and their annual advertising campaign that has established the image that most Americans identify as the classic Santa Claus. Coca Cola asked commercial illustrator Haddon Sundblom to create a series of drawings that depicted Santa cooling off with a Coke back in 1931. Even though other long bearded Santas in red suits with white fur trimming had appeared in print prior to the first CocaCola Santa Claus it was a magazine advertisement that created this 79-yearold icon. Santa with Coke was originally a marketing campaign to help boost sales of the soft drink during the sluggish winter months that quickly grew to billboards, newspapers and in-store advertising that many Americans used as Christmas décor during the Great Depression. ADVERTISE IN THE NEXT BEVERAGE UNDERGROUND • CALL 239-694-5000

Answers on page 15

PAGE 5

Patrick Ruff

Broker-Associate

Ready to personally handle ALL Real Estate needs and concerns. First-Time Buyers Rentals All Sales and Listings Short Sales / Foreclosures Difficult Mortgages A Friend to Hospitality Pros since 1990 Over 40 Years in SWFL Call Patrick Directly

(239) 633-6527

www.RuffRealtyNaples.com RuffRealty@gmail.com

Café A Taste Of Culture

Underground

Rachel Ray’s Teapots Are So Hot…They are Recalled! The U.S. Consumer Product Safety Commission announced a voluntary recall of Rachel Ray two-quart tea kettles due to a potential burn hazard. About 59,000 tea kettles were imported from Thailand by Meyer Corp. of Vallejo, Calif., and sold at department stores nationwide from December 2008 through October 2010 for $18-$40. In 2006, Rachael Ray launched a nonprofit organization called Yum-O! getting its name from a combination of “yummy” and “oh wow” used to explain delicious foods. The mission of Yum-O! is to “empower kids and their families to develop healthy relationships with food and cooking. COFFEE FACT: 65% of consumers add a sweetener and U.S. coffee drinkers consume approximately 3.1 cups per day on average with a cup size being 9 ounces.

Smucker’s Forced to Raise Prices on Folger’s, Millstone and Dunkin’ Donuts When Smuckers, the jam & jelly kings purchased Folgers from Procter & Gamble for $3.3 billion in 2008, it doubled Smucker’s size overnight by adding Folgers’ classic red-label roast and a variety of blends. Smucker also owns Millstone Coffee, and licenses the right to market Dunkin’ Donuts beans and brews everywhere except Dunkin’ Donuts stores. Coffee accounts for just over 35% of Smucker’s annual net revenue. The escalation of coffee-bean prices and weather conditions have cut yields and crop quality, and have pushed up world prices by 35% since May, and 60% in the past two years forcing Smucker’s to raise prices of its coffee twice this year. COFFEE FACT: Caffeine, which is found in coffee and tea increases the effect of most pain killers, especially Aspirin and Paracetamol.

Starbuck’s Rebound Indicates Economic Upswing? For All Your Printing Needs

- Posters - Brochures - Flyers - Business Cards - Newsletters - Invitations - Menus - Signs - Window Vinyl - Cards - Etc. -

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Kathy Long Consultant

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239-772-5050 Cell 239-850-9451 psfb@embarqmail.com PAGE 6

The Starbucks explosion came to represent the excessive American consumer, but now many who abandoned the premium priced coffee houses are coming back for indulgent cappuccinos and expensive lattes. The company’s net income nearly doubled and revenue rose 17 per cent in the third quarter 2010 compared with a year earlier. Economists are hoping that Americans beginning to allow themselves affordable luxury goods like gourmet coffee, lingerie and high-end skin creams means that middle and Actress Hayden Panettiere doubles sales of Starbucks higher-income shoppers are feeling better about their finances. COFFEE FACT: Drinking a single cup of coffee that has been brewing for 20 minutes provides the body with 300 phytochemicals which act as antioxidants for up to one month.

Kona Coffee Crop Losing Battle With ‘Berry Borer’ Insect The Kona coast of the Big Island in Hawaii is to coffee what Napa Valley in California is to wine. But now the premium coffee, which can go for as much as $50 a pound, might get even more expensive. A destructive bug known as the coffee berry borer is taking hold and infesting Hawaii’s Kona coffee bean farms. Based on estimates the insect has the potential to reduce crop yields by up to 90-percent! Together the coffee berry borer and an extended drought have decimated this season’s coffee crop for hundreds of independent farms on the Kona coast. Fewer beans harvested mean a higher price for a cup of Kona coffee. COFFEE FACT: On Average coffee drinkers will spend $164.71 per year on coffee, and coffee drinkers from a local coffee house before work could wait in line for up to 45 hours each year.

ADVERTISE IN THE NEXT BEVERAGE UNDERGROUND • CALL 239-694-5000

BEVERAGES ENERGY, SPORT AND BEVERAGES IN THE MIX For the past year, ‘Peppers’ around the world have been raising Dr Pepper bottles and cans celebrating the 125 Year Anniversary of the unique soft drink. It was first formulated by a Brooklyn born pharmacist named Charles Alderton who worked at Morrison’s Old Corner Drug Store in Waco, Te x a s . The drink was first called a ‘Waco’ and promoted to locals by Wade Morrison who Alderton gave the recipe to when he left the area. Morrison patented the drink as Dr. Pepper in 1985, one year before Coca Cola was formulated in Atlanta. Dr Pepper was introduced nationally in 1904 as a new kind of soda pop, made with 23 flavors. There are many stories and theories on why Morrison called it Dr Pepper, from being reference to the ‘pep’ and pick-meup the drink delivered or that he named it after a recipe for Dr Pepper’s Pepsin Bitters found in an old pharmacy logbook. Others believe the drink was named after a real man, Dr. Charles T. Pepper of Rural Retreat, Virginia who might have given Morrison his first job when he lived in Virginia. Dr Pepper is available everywhere

A ‘WHO’S WHO’ OF MUSICIANS HAVE KEPT DR PEPPER SINGING, DANCING AND ROCKIN’ Through the years, Dr Pepper has remained popular with aggressive and entertaining musical ad campaigns, and this year Gene ‘Dr. Love’ Simmons of KISS was recruited to introduce a cherry flavored version. During World War II, Dr Pepper sponsored a popular syndicated radio program and during the 60’s and 70’s the brand was known for crowd dance scenes with over the top choreography. But an eclectic group of musicians have been ‘Peppers’ and appeared in ads including Randy Newman, Barry Manilow, ‘The Squeeze’, Axel Rose, Reba McEntire, Smokey Robinson, Cyndi Lauper, LL Cool J, Thalia, LeAnn Rimes, Run DMZ, Garth Brooks and many more.

ÁVITAE ENERGY WATER BOASTS PURITY …EVEN THE CAFFEINE IS ‘NATURAL’ No colors, no flavors, and no chemicals are used in the bottling of the purified energy water ávitae, unless you count the 45 milligrams of natural caffeine. This new way to hydrate while you energize derives its caffeine straight from the coffee bean without any taste but still delivers the same amount caffeine found in the average can of diet soda.

J O N E S S O D A O F F E R S ‘ B R E A K FA S T I N A B O T T L E G I F T PA C K Apparently there is plenty of bacon-love and as a tribute, Jones Soda, the innovative and off-beat makers of quality soft drinks and J & D Foods, the maker of popular bacon flavored products like Baconnaise have developed the first bacon flavored soda. What bacon aficionado wouldn’t want the holiday gift pack that includes two bottles of the salty new soda; a bag of J&D’s Cheddar BaconPOP™ bacon and cheddar flavored popcorn; J&D’s Bacon Lip Balm and a package of J&D’s Bacon Gravy?

LISTEN ONLINE TO BEVERAGE UNDERGROUND RADIO ARCHIVES BEVERAGEUNDERGROUND.COM/RADIO

PAGE 7

Jameson Irish Sales Continue to Soar to Lofty Million Case Mark

Global sales of Jameson Irish whiskey were up 27% over during third quarter 2010, and in the US, the brand is on fire in a chilly economy. Earlier this month, sales topped one million cases in a 12-month period for the first time, according to reports from the brand’s parent company Pernod Ricard. The rate of growth has accelerated, and in November, domestic depletions were up 41%. The third quarter global sales were spiked by US sales but also from a 25 % increase in Asian markets registered from June to September 2010. French Spirit & Wine conglomerate Pernod Ricard bought Jameson in 1988 from Irish Distillers.

Bauchant’s New Bottle Is Kind to Bartenders and the Bottom Line Everybody will like using Bauchant Liqueur for Grand Margarita’s, shots and other cocktails that call for an orange liqueur with a cognac base. Certainly, Grand Marnier is the category leader and no one would suggest replacing the icon...but for savings and identical mixability you should leave ‘Grand Ma’ on the top shelf and put ‘Bo’ in the speed rack. Retailers and Bartenders will find the bottle easier to handle both in its wholesale pricing and sleek straight package. Expect huge savings at the door along with ease and speed at the bar without sacrificing quality. Bauchant is produced by Georges Fransac & Cie, makers of fine French cognacs since 1838 and Fransac uses only VS and VSOP quality cognacs from topranked vineyards in Champagne.

Golf Legend Fuzzy Zoeller Gaining New Fans with ‘Fuzzy’s Vodka’ Stella Artois Scores with Holiday Package One of the great characters and great champions of golf, Fuzzy Zoeller, has an American made handcrafted vodka that is finding its niche and in just over a year is doing well in select markets. “Fuzzy’s Ultra Premium Vodka” was launched at the 2009 PGA US Senior Open and is a grain-based vodka made by Bend Spirits in Oregon. It starts with pure Cascade Mountain spring water, then is slowly filtered ten times through charcoal and crushed volcanic rock. In a rare finish, Fuzzy’s Vodka is rested for two months in fresh oak barrels. It is currently available in areas of California, Arizona, Texas, Indiana, Georgia, Kentucky, South Carolina, and Ohio.

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Although Belgium is best known internationally for its ales, bottom-fermented pilsner lagers date back to 1366. It was master brewer Sebastian Artois who lent his name to the brewery in 1708, He could never imagine that over 300 years later that Stella Artois would head the list for consumption, making up almost 75% of Belgian beer production. In 1926, Stella (Latin for ‘star’) Artois was named for Artois’ “Star” brew that was launched initially as a seasonal beer especially for the Christmas holiday market. It was first sold in Canada and came to the US in the Sixties, and this year to help celebrate the holidays, they have released a special .750 ml bottle (25.4 oz) that is limited and highly collectable.

BECOME A FAN VISIT WWW.FACEBOOK.COM/BEVERAGEUNDERGROUND • CALL 239-694-5000

Elios Blends Are A Mediterranean Delight Alcohol-Infused Whipped Cream Elios Red and Elios White, are innovative getting smiles and frowns blends that capture the essence of freshness

and purity at an affordable price. The Elios White is a light, crisp and refreshing blend with complex citrus and floral aromas, which combines Chardonnay and indigenous Mediterranean varietals. The rich and flavorful Elios Red blends Cabernet Sauvignon and Syrah with Agiorgitiko, a Greek grape that provides fresh acidity and fruit, making the wine just as comfortable with or without meals. The wines are produced by the Boutari Winery which is recognized as one of the Mediterranean’s top producers. Imported by Terlato International, Elios Red & White are affordable, fresh, and offered by Southern Wine & Spirits.

Thumbs Way Up for Markham’s Philanthropist and Altruist The inaugural 2006 vintage of two single-vineyard, limited production Estate Grown Cabernet Sauvignon wines, appropriately named The Philanthropist and The Altruist are extra special. Both wines are 100% Estate Grown Cabernet Sauvignon, and are masterpieces from Kimberlee Nicholls, Winemaker at Markham Vineyards. The critics have all checked in and both wines received 93 points from The Wine Enthusiast, and 90 points from Wine Spectator magazine. The Philanthropist is sourced from their Yountville estate, while The Altruist, is sourced further north from their Calistoga ranch, positioned at the base of Mt. St. Helena. Special gift or special occasion…these are not to be missed.

Yes…there is such a thing as Vodka that tastes like whipped cream…and now there is whipped cream that acts like vodka. The alcohol-infused whipped cream sells under names like “Cream” and “Whipped Lightning”, but just weeks after release, the 30 proof alcoholic product is coming under fire for being dangerous. Cream comes in raspberry, cherry, orange, caramel, chocolate, and of course vanilla all in a bottle that looks like regular whipped cream, even with an aerosol spray. It’s sold to be put on top of coffee, but offers the simple pleasures of traditional whipped cream with grown-up benefits. There have been concerns that students might abuse the product. Sold in a .375 package, Cream has the same alcohol found in three average beers. Total Wine has discontinued it in Central Florida and ABC refused to cary it because it “required refrigeration”

Bacardi Extends Line in Attempt to Gain Coconut Rum Market Share Bacardi has added another coconut rum to their line of flavored Puerto Rican Rums. Besides a clever name, Rock Coconut has a formula variation that uses and infusion of coconut water with hints of ‘rock melon’, which is cantaloupe found in India or Africa. Bacardi has had success with recent releases of ‘Dragonberry’ and ‘Touched Cherry’ and ‘Rock Coconut’ joins ‘Bacardi Coconut’ in the portfolio. Both Coconut Rums are 70 proof.

Aromas of guava, peach and citrus that fan out on a rich mid-palate. “Perfect for summer fare”. www.HessCollection.com REAL PRO’S BUY THEIR OWN TOOLS • WWW.BEVERAGEUNDERGROUNDMALL.COM • CALL 239-694-5000

PAGE 9

CORKS, CASKS & CELLARS

IN THE UNDERGROUND

TERLATO’S INSIGHT BROUGHT PINOT GRIGIO TO AMERICA Anthony J. Terlato is known as the “The Father of Pinot Grigio’ but his success was established long before he introduced Santa Margherita Pinot Grigio to America in 1979. His interest in wine began in his father’s retail wine shop in 1955 but after marrying Josephine Paterno a year later, he joined the Pacific Wine Company, his father-in-law’s wine-bottling firm. Over the years, Tony Terlato transformed the bottling company into a respected distributor of fine wines, and now over 50 years later, his company represents more than 50 brands, covering the world’s finest wine regions, varietals and styles. He assembled a world-class wine collection from Italy’s finest producers, and after his first taste of Pinot Grigio during a visit to Italy’s Alto Adige region in 1979, Terlato decided to import and introduce the crisp, medium bodied white wine to the US where the grape was unknown. After tasting all 18 Pinot Grigio’s on a restaurant wine list, he selected Santa Margherita to be the “next great white wine”. Santa Margherita was rated by Wine & Spirits Magazine as the most popular imported wine, red or white, in top restaurants for the 15th consecutive year. Today, Anthony Terlato is 76 and works daily with his sons Bill and John and together they operate Terlato Wines International and produces wine at the family-owned wineries in California, including Chimney Rock, Rutherford Hill, Terlato Family Vineyards, Alderbrook and Sanford.

SHUFFLING WINERY OWNERSHIP IS SIGN OF STRUGGLING ECONOMY AND CONSUMER SHIFT According to the Wine Institute, there have been twice as many sales of vineyards and brands in 2010 as there were in 2009 and the most since 2007 before the recession began. Consumers are opting for cheaper brands meanwhile a decrease in land values and a rise in volume from other countries are all taking its toll on the Californian wine industry, and have led to these most recent sales and acquisitions. In the U.S. market, the “sweet spot” for sales slipped to $9 to $12 cost per bottle in 2009, and that price has remained there in 2010. Anything over $20 has proved to be a tough sell, and the $50 to $100 price point has been dubbed the “dead zone” by the industry.

INGREDIENTS 1 1/2 oz Aperol 3 oz Cinzano Prosecco, chilled. Pellegrino or club soda, chilled. Orange slice.

www.OutrageousCocktails.com

PAGE 10

FIJI WATER ACQUIRES JUSTIN WINERY FOR UNDISCLOSED AMOUNT Beverly Hills Billionaire Stewart Resnick has added an upscale wine to his Fiji Water empire after purchasing the Justin Vineyard & Winery in Paso Robles, California, one of San Luis Obispo County’s oldest and most popular boutique wineries. Justin, which makes about 50,000 cases of wine a year, was founded in 1981 by former investment banker Justin Baldwin and his wife, Deborah. Baldwin will stay on, and operate the business, said his decision to sell was based on financial planning and he lacked the “financial wherewithal” to continue alone. The 160-acre property includes a hotel and a restaurant.

ADVERTISING INCLUDES ONLINE, IN PRINT, AND SOCIAL MEDIA MARKETING • CALL 239-694-5000

Whatever You Do...

Don’t Spill This Wine! CHÂTEAU 7-ELEVEN ADDS ANOTHER TIER TO THEIR ‘NEW MILLENNIAL WINE SHOP’ The success of the their initial entry to the proprietary wine market has 7-Eleven focusing in on the legalage New Millennials, defined as consumers, born between 1975 and 1999. Cherrywood Cellars has been released just in time for holiday sales of Chardonnay, Cabernet Sauvignon and Merlot. Cherrywood Cellars wine falls between Yosemite Road, the company’s first globally sourced product and priced at $3.99 per bottle, and Sonoma Crest, a premium wine valued at $9.99. Within months of being introduced, Yosemite Road Chardonnay and Cabernet Sauvignon wines rose to No. 1 and 2 in sales at 7-Eleven, ahead of the leading branded reds and whites from well-known wineries. Beer remains the beverage of choice for millennials, accounting for 42% of their alcoholic drinks but wine captures 20% of the new drinkers up from 13% for ‘Gen X ‘ when they were a similar age 10 years ago, according to Nielsen surveys.

RARE MARILYN MERLOT WINE LOT TURNS UP AT LOCAL COIN BROKERS AUCTION

This outstanding an easily accessible Malbec-based blend with lesser amounts of Cabernet Sauvignon, Syrah and Tannat is another velvety smooth and juicy offering from Hess Family Estates that is produced by the celebrated wine makers at Bodega Colomé. Amalaya is bio-organically farmed at 5,580 feet above sea level using ancient techniques developed by the local Inca Indians in Argentina’s Northern Calchaqui Valley. Wines from this producer have received perennial 90+ point ratings and this wine bursts with rich aromas and a flavor profile of cherries, strawberries and exotic plum. The silky fruit give way to a balanced hint of white pepper spice.

Robert and Donna Holder started making wine at their home near St. Helena in the Napa Valley in 1981. The concept of “Marilyn Merlot” was launched to use as donations and Christmas gifts. By 1985, the idea matured into a business, producing limited amounts of Marilyn Merlot for sale to the public. The family of Marilyn Monroe related wines have grown to include Velvet Collection, Marilyn Cabernet and Norma Jean as well as Marilyn Merlot. The marrying of grapes from the Napa Valley with great photographs and stylish design has been endorsed by fine wine collectors around the world who are equally fans of Marilyn Monroe.“We’ve seen Marilyn Merlot and its ‘sisters’ appreciate in value more dramatically than other wines,” explains Robert Holder. “Twelve bottle sets of the 1985 through 1996 vintages of Marilyn Merlot sell for as much as $7,500, appreciating well beyond the levels of many first-growth Bordeaux and other collectible wines.” Recently a large collection of Marilyn Merlot vintages and verticals was received for auction locally by Gulfcoast Coin & Jewelry. Weekly and monthly auctions are held there and they buy and sell coins, jewelry and all collectibles. Call them at 239-3332646 at their Bonita Springs Auction location.

BE A SPONSOR OR A GUEST OF BEVERAGE UNDERGROUND RADIO CALL 239-694-5000

2009 AMALAYA RED WINE 14% ABV

AMALAYA

And other Hess Collection Wines 1410 PINE RIDGE ROAD, STE 21 NAPLES, FL 239.434.1814

Order Your Holiday Pies!

9930 Bonita Beach Road

PAGE 11

Reelin’ in the Beers FIND THIS BEER SAN FRANCISCO

Anchor Steam Anchor Christmas Ale ABV 5.5%

Brew Masters On Discovery Channel Educates With ‘Crafty’ Travelogue

IBU 40 or so

Since 1975 Anchor Steam has brewed a distinctive and unique Christmas Ale, available in limited supply from early November to midJanuary. The Ale’s recipe is different every year—as is the tree on the label, but this annual selection is the perfect beer for nights with a chill. This year the label has the Ginkgo Biloba tree, but the 2010 brew explodes with flavor. Layered hints of toffee, caramel, ginger, vanilla, smoke, cocoa are detected with a slight tartness of berries for balance. It’s available in 12-ounce bottles, magnums, and on draught.

The new cable TV reality show starring Sam Calagione the founder of Dogfish Head Brewery may be more of a beer lover’s archeological ‘brew crawl’. Every show is entertaining and enlightening as Sam and his ‘family’ of passionate brewers search the globe in a travelogue that shows both the art and history of beer making. Calagione takes us along as we peer into the struggles and accomplishments of his award winning business and watch as he gets the chance to chase his curious brewing pleasures from China to Peru. Brew Masters is fast moving, interesting and entertaining airing weekly on The Discovery Channel Sunday at 10 PM. Sam Calagione’s down to earth but intense personality and passion for Malt culture is evident and his respect and appreciation for his entire Dogfish Head Brewery team shines through every episode.

Women And Their Beer Appeal

FACTS

Women beer drinkers are becoming a more discerning bunch. They are drinking different and demanding more of their beers these days. Above all, women want beer with more style and character, and are seeking more flavor, more complexity, more fruitiness, fewer calories and lower carbs. Recent research shows more women are enjoying lighter beers of character that have lower alcohol content like Lambics, Hefe-Weizens and light ales. Maybe it’s time to lose some of the testosterone and have a few less ads with babes and market to babes. • • • •

Craft brewers have led the way with new style ads with broader female appeal and are consistently selling more beer to women. Women have had a history of brewing beer as well in the 1700’s Women brewers were common place throughout Europe. Women now account for 25% of USA beer consumption and it’s rising, Women 21 - 30 are the largest consumer segment. Women in the 50+ age group is the segment with the greatest increase and advertisers are targeting females as consumers worldwide

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FT. MYERS MIRACLE BALLPARK FESTIVAL OF BEERS SATURDAY, JAN 29, 2011 • $20 ADVANCE • (239) 768-4210

Miller & Moulton’s

BAR STOOL BANTER

The Throwback Ad Campaign Tastes Great! David Moulton ‘Bar Stool Banter’ As a kid my mom told me that while the shows were on I would play with my cars and trucks on the floor. When the commercials came on, I would stop and watch them intently. My three favorite ad campaigns today are Geico (drill sergeant as therapist “Namby-Pamby land, you Jackwagon”), E-Trade (the talking babies “that milk slut Lindsay”) and Dos Equis. How many of us had ever had a Dos Equis before “the most interesting man in the world” campaign started? Now we can all quote lines from the commercials and the beer is as well-known as another little-engine that could beer has become, Sam Adams. The only other beer campaign that compares in my lifetime (turn 45 this month) were the Miller Lite ads from the 70’s and 80’s. “Less Filling, Tastes Great.” I’m surprised they haven’t brought back that campaign in all its glory. Instead of Billy Martin and George Steinbrenner arguing it could now be Donovan McNabb and T.O. Or how about the Manning brothers- Peyton and Eli? Imagine those ads with Tiger and Phil? Leno and Conan? Jeter and A-Rod? Imagine if the ad started out with the two of them talking about how they were close friends, had a rough patch but now are as close as ever. A Rod buys Jeter a Miller Lite, they clink glasses and Alex says, “Captain you”ll love the great taste of a Miller Lite.” Jeter responds, “I like it because its less filling.” They go back and forth “Tastes Great, Less Filling.” Then it gets good. A Rod can bust Jeter for being older. Jeter can make a wise crack about Alex not coming through in the clutch. A Rod can say, “but I make almost twice as much as you do.” Jeter can fire back, “Yeah but money can’t buy love.” And the ad would be the talk of the sportsworld for days. It would be “must see TV” when it came on for weeks. Maybe what’s old, could be what’s new again?

David Moulton is co-host of “Miller and Moulton in the Afternoon.” The show airs weekdays 2-7 PM on AM 770/ESPN. 770 ESPN IS THE HOME OF BEVERAGE UNDERGROUND RADIO ‘AFTER DARK’ THURSDAY NIGHTS

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Billboard

All around the

BEST SELLERS

CHRISTMAS ALBUMS

Year Album Name

Artist

1957 1969 1970 1971 1980 1989 1992 1997 2004 2006 2008 2009

Elvis Presley Jim Nabors The Jackson 5 The Partridge Family Meco New Kids on the Block Garth Brooks Hanson Clay Aiken Sarah McLachlan Josh Groban Andrea Bocelli

Elvis’ Christmas Jim Nabors’ Christmas The Jackson 5 Christmas A Partridge Family Christmas Card Star Wars Christmas Album Merry, Merry Christmas Beyond the Season Snowed In Merry Christmas with Love Wintersong Noel My Christmas

Underground You can find Eddie ‘Fishbowl’ Sheridan at Groove Street a few nights a week and always on Thursdays. He’s also was the host of the “Second Annual Bad Santa Sleigh Ride” on Saturday December 18. The holiday pub crawl takes a trolley to 5 area bars to spread the cheer. We first told you about Bakon Vodka back in May 2009 and now it’s in 22 States. After co-Founder Stefan Schachtell appeared on the November 24th episode of www. BeverageUnderground.com/radio a ‘Bring Bakon Vodka to Florida’ facebook page popped up. Cindie Barker has left Bistro 41 in the Bell Tower after many years of great service there. The Channelmark in Fort Myers Beach has gone through a couple changes over the years and it’s reopening as the Nauti Turtle with owner/partner Rick Knapp at the helm. Norman Love traded his signature chocolates for donations to help feed local families in need at Thanksgiving. The response was terrific and in just 10 days Norman Love Confections raised $23,974 which provided 2,179 turkeys and hams for Harry Chapin Food Bank.

PURE HAS CREATIVE PURE CUISINE, GREAT WINES TO GO WITH COOL VIBE When Peter Schmid first came to the US over 20 years ago he had a vision that created both fine dining and hot nightlife as a pioneer in Downtown Fort Myers. Since early 2010, Peter has been defining his focus for Pure Urban Oasis in Naples. Besides being the hottest new cocktail destination at Mercato, Pure Cuisine is gaining critical appeal and a faithful following. The ‘Rice Toppers’ are all favorites and a ‘must try’ that features an assortment of delicacies including sashimi grades of select seafood. They join three other items on the new ‘Spa Cuisine’ menu that features items that are all low in calories, low in carbs and gluten free. Nightlife and promotions include top area DJ’s and a cocktail culture that attracts upscale fun party goers. See their menu and learn more at www.PureUrbanOasis.com

Get Started Today! VISIT

YRGFitness.com

OR CALL

1-800-699-9180

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REAL BARTENDERS BUY PROFESSIONAL TOOLS - WWW.BEVERAGEUNDERGROUNDMALL.COM

Skip Quillen MASTER CHEF & OWNER

CULINARY CONCEPTS RESTAURANTS BU: What are the top two things that make a Culinary Concepts Restaurant different? SQ: Our people are great. Each location has creative, hardworking fun people half of them are a little crazy, but I like that part, and think that is what sets us apart. We also are committed to preparing everything from scratch. Everything… sauces, the pasta, the desserts.

PRICED RIGHT LIQUORS

15-20% Industry Discount Online

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BU: Some of your staff has been with you for as many as 15 years. That just doesn’t happen on its own. What’s the key? SQ: Well, I don’t believe in name tags or the birthday song for starters…(smiles) We encourage them to be happy and be themselves and to know that they are allowed to screw up, and that we all learn from both the ups and downs. Once they realize that they won’t get fired … trust builds and a friendship happens. I feel like I have lots of friends that happen to work with me. BU: What’s it like having 3 Restaurants on 5th Avenue and hearing people say that ‘Mercato killed 5th”? SQ: First, 5th Avenue is here to stay and I don’t view myself or our restaurants in competition with anyone… all we care about is getting better… it’s about the food, it’s about service and being the best you can be. Period. 5th Avenue is special and it’s about to get even better. Mercato is still a mall, in time people will figure that out. 5th Avenue presents more value year around than Third Street, Venetian, Waterside and Chain Steakhouse numbers 1, 2 and 3. Those places have to be expensive and 5th Avenue has it all. BU: Your 5 bar managers meet weekly and help make decisions that shape your business from your buy list to wine lists. Isn’t that more drama and work? SQ: We’re having lots of fun! My bar managers are the best on the planet. Those weekly meetings are with funny, smart and dedicated people who want to grow, learn and truly love this business. We made the decision to remove Grey Goose together… we pick out wines and make new cocktails…together. Having their involvement and empowerment equals a happy and better workplace. In the end it’s all about the best decision made by professional bar tenders…for the customer. BU: The cuisine wins awards, and your restaurants are beautiful but what makes you the most proud on the ride home? SQ: I’m lucky, not only do I get to be proud about a job I love; but the opportunity to work next to and together with great people as friends and co-workers is a bonus! Without a doubt, I know that Chris Metzler, our corporate chef; Jen Chin in HR and CEO Jan Kerrigan and everyone chefs, managers and staff are committed to creating great experiences for our guests.

Underground Bar Smarts: SKYY VODKA now owned by Groupo Campari Grinch Trivia: 1:C,2:C,3:C,4:D,5:A,6:D,7:A

Quiz Answers

‘ALL ANGLES MARKETING’ IS COST EFFECTIVE & COMPREHENSIVE CALL 239.694.5000

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Escalating Prices Sends Retailers & Consumers Looking For New Brands

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