May, 2013 | Booze Business: A Blog Dedicated to the Business of Spirits and Wine

Industry Matters/News, Marketing and Sales

Do different types of liquor have different effects on you?

May 23, 2013 5 Comments

Fact or fiction? Physiological or psychological?

What do you think?

I’ve been researching this topic lately and have been thinking about it ever since I got into the booze business.

When you talk to consumers, many have clear cut answers such as, “tequila makes me crazy,” “whiskey makes me angry,” “gin makes me sad, must be the junipers.” My favorite, that I found online, is… “I’m allergic to tequila. Last time I drank it, I broke out in handcuffs.”

Whether in focus groups or with friends, these beliefs are strongly held and generally tied back to a memorable occasion. Usually, it’s based on a particular episode of, ahem, being over-served or the maiden drinking voyage. But, misconceptions play a big role – there is nothing in juniper to lead to sadness and even if there were, the distillation process would eliminate it. Similarly, the agave plant from which mescal is distilled (tequila is a type of mescal) has nothing to do with mescaline.

Sorry folks, alcohol is alcohol. The differences one experiences from different types of liquor (and alcohol in general) have, in my opinion, little or nothing to do with the liquor itself. There are many other factors at work.

What about the congeners (the substance produced during fermentation of alcoholic beverages)? While red wine and dark spirits have the greatest amount, they are present to different degrees in white spirits. They also are more related to the morning after than getting you to slur, “I love you man” during an evening’s indulgence.

How about the mixers used as a possible explanation for the difference? Tequila is consumed as a shot half the time and with sugar laden margarita mixers the other half – do these play a role? Rum mixed with juices, sugar or cola can affect the impact. Maybe it’s the tonic in your G&T.

I think the culprit is the mood, occasion and situation you are in while drinking. If you’re planning to get hammered, or the situation calls for it, you will. If it’s been a tough day and you’re looking to unwind and mellow, what you choose to drink will have that result.

So, in effect, it’s in your mind rather than in your glass or bottle.

Here’s something that sums it up. I found it online at io9, a blog by Gawker media:

…The question of whether mixers or congeners affect our experiences with different alcohols seems almost inconsequential; if you wholeheartedly believe that a tequila is your one way ticket to Bedlam, there’s probably not a whole lot that can be said to convince you – or your body – otherwise.

What do you think?

How a Chilean Wine came to the US via China…and won awards

May 16, 2013 4 Comments

Don Mateo Wines started with three global entrepreneurs, a passion for wine making and a vision to become world class.

So, what’s so special, you ask, lots of aspiring winemakers out there.

Yes, but how many have won four awards at the recent Wine and Spirits Wholesalers of America (WSWA) convention? And, how many have had a journey that began in China?

I first met the partners running Don Mateo Wines in late 2010 and was immediately struck by their business acumen, gained in global trading, and applied to the wine world. Their story is interesting.

Andy Lam and his brother Matthew were successful exporters of various products and commodities to Chile from China. Over the years, the currency exchange swings hurt their business and so they turned the ship around and began importing wine from Chile. Their passion about wine helped, and they began buying vineyards and wineries. Added to that was the patience and tenacity to develop top quality wines. They hit the Chinese wine market at the right point in time and the business flourished.

You can’t be a global wine player without the US market, so a third partner, Peter Loucks, entered the picture and applied his overall business skills to the wine business. Peter is smart and a quick learner so it’s not surprising that he soon realized that, unlike China, the supply of wine (Chilean and others) exceeded the demand. Consequently, growth here would be an uphill battle. Further, the mandatory wholesaler tier has become more and more difficult to deal with, as in “take on another wine brand, are you kidding?”

But, he knew that despite the hurdles, he had some key brand equities and assets. For one thing, Don Mateo is a memorable brand name for a Chilean wine and the brand symbol is both interesting and notable to consumers.

As you can see, the symbol/logo is the Moai (pr. mo-eye). These Moai are the monolithic statues of Easter Island, off the coast of Chile. According to their website “they reflect our commitment to discovery, craftsmanship and passion. These three elements have been the guiding principles for Don Mateo wines from Chile.” Might even stand for the three partners behind the venture. You never know.

If you asked the brand owners what is the single most important asset of their wines, their answer is most likely to be, the wine. Trust me folks, these are outstanding wines. But, in case you don’t believe it, think about the medals they won at the WSWA – three silver and a double gold.

Here’s the irony. Despite the entrepreneurial approach, despite their marketing and branding and, despite the high quality and good value, you would think wholesalers would be beating a path to their door. Instead, getting wholesalers to take on the line has been slow and difficult. Such is the state of the booze business and the plethora of brands on the market.

But, hey, the Moai on Easter Island have stood the test of time, so why shouldn’t Don Mateo Wines.

For you former Seagram folks out there… It might interest you to know that Jim Reichardt introduced me to them and their New Jersey wholesaler is Sam Ellias.

Gibson Martini – What are those things doing in my drink?

May 3, 2013 No Comments

The Gibson Martini is generally made with gin (or vodka), vermouth and a few pickled onions referred to as pearl onions.

In the great debate as to how to garnish a martini – what type of olive, stuffed or plain, how many – the Gibson, known for pearl onions, has been somewhat obscured. While originally branded for the association with Gibson Gin, the Gibson is now identified for those cute little white things regardless of the booze used.

As a public service to drinkers everywhere, here is the Gibson story. Or, should I say, stories.

First, while martinis are found all over film, books and TV (think James Bond), the poor Gibson is kind of obscure. Best I could come up with was the occasional drink by Roger Sterling in Mad Men, Cary Grant in North by Northwest, a Frasier episode (Stoli Gibson with three pearl onions) and not much else.

What I find fascinating about the Gibson, are the stories about how the drink came about. I found three.

The most common one is linked to the 1930s and Charles Dana Gibson, the illustrator known for the Gibson Girl images. As the story goes, he challenged a bartender named Charlie Connolly at New York’s Players Club to create a “different drink.” The result was garnishing a martini with cocktail onions that became know as the Gibson.

Nah, I’m not buying it. Sounds like it came from some old school press agent.

The second one goes back 40 years prior to this. Mr. Walter D K Gibson is supposed to have had the first martini named in his honor at the Bohemian Club in San Francisco. Apparently, this gentleman didn’t like the way they prepared gin martinis so he specified the brand and had them add pearl onions. Also, he believed eating onions would prevent colds.

I’m not buying this one either.

The story I subscribe to came from a good barman friend and we all know that the stories told over a bar are more accurate than anything on the Internet, not to mention other sources.

As Adam D. tells it, a savvy businessman and banker in the 50’s and 60s often found himself out with clients for the proverbial three-martini lunch. Unable to function during and after the meal, he had the bartender serve him cold water so he could remain sober while his clients got shit-faced. The cocktail onion was used as garnish so his beverage could be distinguished from the others. The banker’s name was Gibson.

Now, there’s a story I can believe.