Highball: Fall 2017

Highball S P I R I T S

M A G A Z I N E

•

F A L L

2 0 1 7

Meet Jeff Arnett, Jack Daniel’s

M A ST E R DI STI L LE R

Next Level Jägermeister

BOURBON:

The New, The Classic & The Bold

Cheers!

We’re going green!

DETAILS ON BACK.

Highball is a quarterly publication of ABC Fine

3

Wine & Spirits. Copyright 2017 ABC Liquors, Inc. All rights reserved.

4

NEXT LEVEL JÄGERMEISTER

available in all stores. If the

6

THE UNKNOWN SIDE OF VODKA

You’re used to Jäger shooters, but

Vodka has been around for

are you ready for Jäger cocktails?

a while and has a few secrets

MEET JEFF ARNETT

to share.

Meet Jack Daniel’s master distiller Jeff Arnett.

Not all products are

7 8

BOURBON: THE NEW, THE CLASSIC & THE

product you’re looking for

BOLD

isn’t available, ask us to

Celebrate bourbon all year long.

FIORENTE ITALIAN ELDERFLOWER LIQUEUR Elderflower liqueur from Italy? Sign us up!

order it for you!

Meghan Guarino Editor meghang@abcfws.com

Allie Smallwood Contributing Editor allies@abcfws.com

SAZERAC 1 ½ oz Jack Daniel’s Single Barrel Rye 2 dashes Peychaud’s Bitters 1 dash Angostura Bitters 1 bar spoon Absinthe 1 Lemon Peel Build in a rocks glass with ice. Garnish with a lemon peel.

Highball 2

JÄGER COCKTAILS A L L I E S M A L LWO O D

Jägermeister provides an interesting

“It’s evolving with trends in the industry and

interruption in the world of spirits. With its

also remaining a staple when needing that ice-

multi-faceted purpose (is it a liqueur, is it a

cold shot.”

flavoring agent akin to bitters or is it something

Ah, the ice-cold shot that first made Jäger

you just take shots of?) and its seemingly strange ingredients (the myth that stag’s blood is part of the recipe remains just that – a myth), Jägermeister has grown a cult following of loyal imbibers.

However in recent years, Jäger has taken aim at a new crowd: the craft cocktail crowd.

famous. It’s not a thing of the past, and it’s still a very big part of who Jäger is, but we want you to know: Jäger is incredible in cocktails.

The recipe itself, which contains 56 secret ingredients, hasn’t changed in 83 years, and it’s still the No. 1 imported liqueur in the U.S. Yet, it’s not so much the brand identity, with its

HUNTERS PUNCH 1 part Jägermeister ½ part Apple Brandy 1 part Valkenberg Liebfrauenstift Dry Riesling

Made up of career-driven, work-hard-play-

Germanic hunting roots front and center, that

harder folk, the craft cocktail scene is booming.

draws this new crowd. It’s the new perspective

1 ¼ part Apple Juice

The union of Millennials and Generation Xers

of Jäger actually stepping into the upscale slot

¼ part Lemon Juice

in this landscape means that the rulebook has

of mixologist favorite. It’s a little bitter, a little

been rewritten – and Jägermeister is jumping in

sweet and a hint savory, with laces of baking

at an opportune time.

spice running through it’s core and a velvety

Mixology and the focus on pairing cocktails

mouthfeel that adds a silky touch to lighter

with meals means that drinkers are constantly on the hunt for complex flavors wrapped in unorthodox packages. Jäger might finally be

mixing spirits or juices. When enjoyed through the fresh lens of craft cocktail mixing liqueur, it might taste a bit more sophisticated than you’d

the hunted instead of the hunter because of

last remember.

this new trend, and they don’t seem to be mad

These recipes are perfect for autumn get-

about it.

togethers. And, craft cocktail crowd or not,

“Jägermeister is a chameleon in this age of

anyone can rewrite the rulebook with these

innovative cocktails,” said CMO Chris Peddy.

½ part Simple Syrup ¾ part Black Tea Combine all ingredients in a punch bowl and chill. Serve in glasses garnished with lemon rounds and apple slices.

delicious sips.

TRY THESE TOO ...

JAGER POM POM

DEER IN HEADLIGHTS

2 parts Jägermeister

¾ part Jägermeister

1 part Pomegranate Liqueur

¾ part Hardy VSOP Cognac

3 parts Iced Tea

½ part Fresh Lemon Sour

Combine all ingredients in a tall glass, add ice and stir. Garnish with a lemon slice.

2 parts Not Your Father’s Root Beer In a shaker, combine all ingredients together except the hard root beer. Shake with ice. Add Not Your Father’s Root Beer and strain into a chilled coupe glass. Garnish with a fresh lemon peel.

One Artful Distillery Takes on Three Market Challenges A look at the growth and maintenance of Jack Daniel’s Tennessee Whiskey M E G HA N G UA R I N O

Operating a business in today’s modern world can be tricky. Innovation drives marketing, speed drives information, and consumers demand both. Consumers also expect a story to explain every product. The juxtaposition of demands can be hard to balance, but Jack Daniel’s has mastered the art. Not only is their whiskey one of the top selling in the world (and, if I may, one of the most delicious), but the product is based on a foundation of tradition that remains a constant reminder of their quality, experience and ability to make incredible whiskey regardless of the changing market. Three major influences on the whiskey landscape—and challenges all distillers face— are keeping up with consumer demographics, the mindset of now, and the fine line where innovation meets tradition.

Barrelhouse Highball 4

WOMEN&WHISKEY Master distiller after master distiller has commented on the increase of women in the whiskey world, and the team at Jack Daniel’s isn’t blind to the fact either. “If there has been one demographic that I think has made a difference, it’s that women no longer go into a bar and order a vodka cranberry,” Jeff Arnett master distiller at Jack Daniel’s, said. “They’re ordering old fashioneds and Manhattans and whiskey sours… the fact that women have become much more open to trying whiskey has been a game changer.”

American whiskey has been gaining on vodka in percentage of sales over the last few years, and much of that can be attributed to an increase in women interested in the category. A 2014 NPR article reported a 30 percent increase in American whiskey consumption in the United States over the last decade and a 7 percent increase in American whiskey sales worldwide. That same article cites an increase from 15 to 37 percent between the 1990s and 2014 in the proportion of women who make up the total number of whiskey consumers in the U.S. Jack Daniel’s, though understandably masculine in branding, has welcomed the demographic change as a sign of the times.

“With each passing generation, women are seizing the fact that it’s no longer a man’s world. Women can have whatever career they want, they can get whatever degree they want. There are less limitations,” Arnett suggested as an explanation for the shift. “It’s the same for what they drink… And I think Jack Daniel’s is an empowered choice.”

URGENCY The advent of social media—specifically short form sites like Twitter, Snapchat and Instagram—has evolved the consumer mindset to expect urgency. News, photos, even products are demanded with greater rapidity than ever before. But in the world of

barrel aged whiskey, that’s not an expectation that can be met at the drop of a hat—it takes years before a quality batch can be bottled and sold.

“We have a culture today where people are just not patient. It’s sort of an instantaneous, I-want-it-now mindset,” Arnett said. “And the nature of whiskey is so contrary to that…

We have to be thoughtful. We don’t want to cash in on the name equity with inferior quality.”

In 1955, Frank Sinatra famously stood on stage, a rocks glass full of Jack in his hand, declaring the liquid to be the nectar of the gods. The whiskey was catapulted into superstardom, becoming a household name overnight, leaving the distillery to juggle unprecedented demand. “An endorsement like that would have been great if you’re making vodka,” Arnett joked. The truth of the matter is that vodka can be made fairly quickly, while Jack Daniel’s requires at least four years in the barrel before bottling. It would have been impossible to predict such a candid, public compliment from Ol’ Blue Eyes seven years before it occurred.

Lynchburg, Tennessee

Today, the distillery practices what Arnett calls “controlled growth.” The team is careful to plan for demand and predict surges in product popularity. They have to, because for Jack Daniel’s, there is no option to outsource production to an alternate distillery or to purchase whiskey for blending from another part of the country. Every drop is created onsite at their Lynchburg, Tennessee,

distillery. That’s the only way they know how to do business and they’re proud of it.

“We have had a lot of loyal fans for many years, and we certainly don’t ever want to disappoint them,” Arnett said. “We take great pride in the whiskey we make here.”

RYE Last year, rye whiskey was the biggest performer in the whiskey category with an increase of 17.6% in sales, according to an article published on The Spirits Business website in April 2017. The interest in rye whiskey is indicative of a trend toward innovative tradition.

Often considered the first whiskey in the U.S., rye whiskey has always been thought of as spicy, bold, rough and edgy. Arnett joked that “if it wasn’t good enough to drink, you could at least cure a snakebite with it.” Rye whiskey has been around for centuries, but is enjoying a resurgence in popularity among whiskey drinkers. Arnett explained the shift as similar to the craft beer movement: “People are looking for more flavor, more character—that trend has extended to whiskey as well. People will go from whiskey to bourbon and then from bourbon to rye…

We saw a huge growth in the rye category in just the last year or two… that shows how people are moving to more character.”

Rye whiskey is often used by mixologists in cocktails around the country, which is part of the reason for its recent popularity. From rye manhattans to entirely unique recipes, the spirit is perfect for consumers seeking both innovation and tradition. Jack Daniel’s, with their history and experience, is the ideal distillery to produce such a bold whiskey.

On shelves this fall is Jack Daniel’s newest bottling, a rye whiskey made for cocktails and serving on the rocks. It’s spicy and bold, a delicious example of the balance between tradition and innovation.

Highball 5

BOURBON:

The New, The Classic & The Bold M E G H A N G UA R I N O

I think we all agree that bourbon shouldn’t be relegated to only the fall months

have bourbons for fall, bourbons for summer,

Given the number of bourbons available, the

bourbons for cocktails and bourbons for serving

shelves at ABC Fine Wine & Spirits can be

with special emphasis on September as Bourbon

straight. There are bourbons for novices and

intimidating to explore. Where do you even start

Heritage Month. It should be celebrated year-

bourbons for enthusiasts. Bourbons with bottles

when venturing into uncharted bottles? Start with

round. With the boom of bourbon in recent

worthy of display and bourbons for adding to

the classics. Start with the bold. Start with the

years, whiskey drinkers have been blessed with a

apple pie. There is a bourbon for every person,

new. Any of these categories will take you on a

wider breadth of flavor, body and styles coming

every palate and every day of the year.

bourbon journey any enthusiast would enjoy.

from both classic and craft distilleries. We

THE NEW

THE CLASSIC

THE BOLD

1835 Lonestar

Bulleit Bourbon

Russell’s Reserve

Bourbon | $21.99 | 750mL

$29.99 | 750mL

10 Year | $32.99 | 750mL

Sweet aromas with notes of

Sweet and spicy aromas lead to

Vanilla and toffee carry through

cinnamon and candied pecans. The

a palate of maple, oak and spice.

from the nose to the palate. The

palate shows similar characteristics

A hint of toffee shows on a long,

finish is long and creamy with

with a short, punchy finish. Great for

dry finish.

notes of brown spice.

cocktails.

SILVER

Bourbon Whiskey Beverage Testing Institute | 2013

Jim Beam Vanilla $25.99 | 750mL

New Item!

Vanilla liqueur blended with Jim Beam’s signature whiskey. Oak undertones are met with sweet fruit

Buffalo Trace $24.99 | 750mL Notes of brown sugar and vanilla are rounded out by hints of rye and oak. The full-flavored finish is

Larceny | $26.99 | 750mL Sharp pepper and spice with notes of oak and tobacco, this unique bourbon mellows as you sip.

aromatic and memorable.

and grain characteristics.

St. Augustine $49.99 | 750mL Florida Made Complex and full-bodied with notes of dark fruit, coffee and leather. The finish is creamy with caramel and chocolate nuances.

Pappy Van Winkle 15 Year 750mL Available only through our Bourbon Lottery; visit abcfws.com/ bourbonlottery for details.

Rich and supple with notes of caramel, brown spice and toffee.

A complex finish shows woody flavors and lingering spice.

Highball 6

Old Grand-Dad $15.99 | 750mL Notes of oak and apricots show on a light palate. Spicier in flavor thanks to an added dose of rye, Old Grand-Dad is reminiscent of earlier whiskeys.

4 THINGS E V E N VO D KA E X P E R T S ( P R O B A B LY ) D O N ’ T K N OW A L L I E S M A L LWO O D

It’s iconic, it gives meaning to the word versatile and it’s often misunderstood. We’re talking vodka – you know it and you either love it or hate it. If you hate it, you MUST read on. There’s a lot more to it than most expect. For one, Andy Warhol adored it – that’s a good reason. But what about the fact that it can be made from nearly any source of sugar? Talk about easy going!

For those who don’t love vodka but are still reading, join the vodka-wielding, Moscow Mule sipping, neutral grain spirit lovers for some little-known facts about vodka.

1

MOST VODKA ISN’T MADE FROM POTATOES.

2

ANDY WARHOL USED IT AS AFTERSHAVE.

Up until the early Middle Ages, vodka was

Maybe he liked the no-bacteria guaranteed

made by distilling wine until it was a sort of

effect of vodka after a thorough shaving.

Cognac. Why use the fermented grape juice to

Maybe he wanted to feel like the party

make vodka? Well, potatoes weren’t brought

never stopped. Whatever the reason Andy

back to the continent until the 16th century,

used vodka as aftershave, we know that he

when the explorers brought them over from

was obsessed with Absolut. Throughout

Peru. Since then, most vodkas have been made

his long and lucrative career, he actually

using grains, though some, like Cîroc, are

crafted about 50 works based on the bottle.

made from grapes, and others are made with

Some say he’s the reason vodka grew to

milk whey. Potatoes have proven themselves to

such popularity in America.

DRINK THESE VODKAS WHILE LEARNING A LITTLE BIT MORE ABOUT YOUR FAVORITE ODORLESS, FLAVORLESS, COLORLESS SPIRIT.

1941 Vodka | $15.99 | 750mL 1941 was a big year for vodka. It was the year that the Moscow mule was born and things have never been the same since.

This vodka brand didn’t name itself only for the year that such an iconic vodka drink was invented, but to communicate a message that they distill the old-fashioned way, with traditional style and pure ingredients. 1941 is clean and sweet with a hint of fresh grain in the middle. Finishes smoothly with a touch of creaminess.

be a producer of a creamier vodka, while grain based vodkas are usually lighter. All any one

Motif Vodka | $19.99 | 750mL

really needs to make vodka is source of sugar –

Motif is one of our favorites because of

sugar itself works too.

its more European expression. It’s got aromas of herbal lotion, dried citrus and

3

EVER BEEN TO THE VODKA BELT?

4

THE U.S. AND E.U. HAVE DIFFERENT DEFINITIONS OF VODKA.

fresh tarragon with oregano blossoms and a supple, dry, medium body. The finish is smooth and accented with citrus oil.

Excellent in artisanal cocktails, it’s herbal emphasis makes for major complexity.

If vodka were to be categorized like wines

David Kaplan, Grey Goose brand ambassador and

in terms of Old World and New World, the

owner of one of New York City’s most popular

Vodka Belt would be considered the Old

bars, Death & Co. Cocktail Bar, has said, “The

World of the vodka-producing realm. It

U.S. defines vodka as a spirit without distinctive

V 5 Vodka | $16.99 | 750mL

starts on the western end with Scandinavia

character, taste, aroma or color. The E.U. defines

You want purity? Go with V 5. It is five

and moves eastward into Poland and

vodka as a spirit drink in which the organoleptic

times distilled—two more distillations

Russia. They take their vodka very seriously,

characteristics of the raw materials are selectively

than the average three. Made from

drinking straight, room-temperature shots

reduced. The E.U. definition is much more

American grain, then charcoal filtered to

with meals. They also don’t consider vodkas

accurate as we know vodka has different taste

ensure an ultra-smooth palate, it boasts

made from anything but grain or potatoes as

and aromatic characteristics.” We’re not sure if

hints of lemon and other citrus notes on

true vodka.

this means that American made vodkas are lower

the nose. We love the bouquet that flutters

quality in his opinion, but we know that our Tito’s

out after it’s been chilled for a few hours.

tastes pretty darn good in our Friday evening Moscow Mule.

Highball 7

Highball

8989 South Orange Ave. Orlando, Florida 32824

Cheers! to going green!

S PI RIT TO S IP:

Pale gold THE

NO S E:

ELDERFLOWER AND HONEY WITH A HINT OF MINT O N

THE

FIORENTE ITALIAN ELDERFLOWER LIQUEUR

B O D Y :

C O LOR :

O N

Keep up with Highball online at abcfws.com/highball or add your email address to your ABC Rewards account!

PA L AT E:

Elderflower, subtle fruit and a touch of mint; sweet with honey

Light, but with a subtle honey richness F I N I SH :

Lightly grassy with pleasant acidity P R O O F :

40°

TASTING TIP:

Mix into cocktails or sparkling wine for added floral characteristics