Whiskey Madness

April 2, 2014 No Comments

Bizarre Whiskey products for that special drinker in your life.

Caskers is an online craft spirits purveyor whose mission is to promote and sell some very interesting and unique artisanal brands, especially whiskies.

In an elaborate April Fool’s joke, they introduced Whiskey Life, The Ultimate Guide for the Whiskey Lifestyle.

The collection (#WhiskeyLife) contains some fun items that every whiskey drinker needs, such as: a drone to deliver your favorite libation no matter where you are; an app that let’s you know whether to pursue a relationship with the person you just met at a bar; a chiller that gets rid of the need for ice, using your smart phone instead.

My favorites are the whiskey flavored toothpaste and mouthwash. It’s billed as: “Enjoy all the benefits of traditional mouthwash with the added flavor of whiskey. No spitting required!”

mosaic3f5212b7153faec2af7425d85b9d3325701b81aa — Toothpaste & Mouthwash

How the idea came about

Based on the years spent watching R&D folks do their magic, I envision this scenario:

DENNIS: (Panting) I got it, I got it… you won’t believe it.

MARION: What do you have? I hope it’s for Project X.

DENNIS: Project X? What I have is far better than that! I’ve been working on it on my own for five years and I had a break through!

MARION: Listen to me. I need those products for a new line of personal care items and I need them soon. Why are you working on anything else?

DENNIS: It’s a great idea and could be a part of Project X.

MARION: (Sighs) Okay, what is it… and it better be good.

DENNIS: Project X is based on new and unique products. Right? How about this… are you ready?… (Pause) It’s a whiskey flavored toothpaste!

MARION: Are you insane? Why would anyone want to buy that?

DENNIS: (Ignoring her) I can also do it in tequila, gin, vodka… although vodka is kind of tough. People will love it.

MARION: Listen to me Dennis… who the hell would want a liquor flavored toothpaste?

DENNIS: Huh? Are you kidding? Think about the times you’ve been out drinking with friends and when you came home and your spouse or partner said, “were you out drinking tonight?” You say, no, “we went to dinner and I brushed my teeth afterward.”

MARION: Have you lost your mind?

DENNIS: What? You don’t see it?

MARION: I see someone very close to getting canned.

DENNIS: But, boss, I even have the slogan… “Hide your night in plain sight!”

MARION: Get out! Get back to work!

DENNIS:I wonder if Mr. Colgate had a boss without vision…

Casamigos Tequila Joins Sidney Frank Importing Company

March 20, 2014 8 Comments

Suggested price of $44.99 for the Blanco and $49.99 for the Reposado — Casamigos ultrapremium Blanco and Reposado

A celebrity owned tequila joins a beverage alcohol powerhouse

Sidney Frank Importing Co. (known for Jägermeister and the creators of Grey Goose Vodka) has been named the exclusive importer of Casamigos Tequila. The brand is owned by actor/director/producer George Clooney, nightlife entrepreneur Rande Gardner and real estate mogul Mike Meldman.

Usually, I don’t think very highly of celebrity owned or endorsed spirits products but this one sounds to me like a winner.

The previous winners — few and far between

I can only think of a few such products that have made it with dozens falling by the wayside. The top of the list is P Diddy and Ciroc. He has a stake in the brand and works hard at marketing it. Add Dan Akroyd and Crystal Head Vodka to the list – while not a home run, it has a presence and a following. Bringing up the rear is Skinny Girl, which came out of the starting block strong with Bethany Frankle, but seems to me to be languishing.

I can’t think of any other successes and the list of failures and wannabes is very large. (See my January 9, 2013 and August 21, 2010 blogs for the full obituary list.)

Will this one make it?

In my opinion, yes.

First, Sidney Frank Importing Co. (SFIC) is a significant player in the booze business with the infrastructure; sales and marketing players; and distributor network that’s top of the game. The gents running it are seasoned veterans and brand builders and so, put a double check mark next to trade marketing box.

But, the consumer is the ultimate judge and most critical component of brand success. Casamigos will need to challenge some pretty tough top shelf competition including Patron, Don Julio and, strong newcomer, Avión (my personal favorite). Oh, and let’s not forget Mr. Diddy’s new tequila venture, DeLeon Tequila.

What are some of the key elements of successful new entries? Awareness, curiosity, discovery and willingness to try.

Imagine this… you’re in a bar with friends and someone says, “Hey, let’s have some tequila.” Someone else says, “Great idea, I’d like to try that new George Clooney tequila.” Another says, “Oh, I love George Clooney, great actor and seems like a decent, down to earth guy. Let’s buy a round.”

So… thanks to SFIC’s clout, the bar or restaurant will have Casamigos in stock. And, thanks to George Clooney, the consumer is very likely to try the brand.

In the brand building equation, if there is uniqueness and relevance (Clooney and tequila) awareness will very often lead to trial.

The most important elements in the equation, however, are brand adoption and loyalty (sustained usage). If the quality of the tequila is high and Mr. Clooney helps in the promotion, I think the brand will be around for the long run.

So, move over Diddy, there may be a new player in town.

George Clooney, Rande Gerber and Michael Meldman at the Sidney Frank national sales meeting.

Mary Jane’s Primo Hemp Vodka: Booze Meets Grass

February 12, 2014 3 Comments

What do you think about Vodka made with hemp?

Well, there is one, and it’s called Mary Jane’s Primo Hemp Vodka™ on sale in Canada.

With the legalization of marijuana in Colorado and Washington many wonder which state will be up next in going pro-cannabis (Speaking of “going pro” the outcome of the Super Bowl suggests Washington might handle their grass a bit better than those Coloradans– but I digress).

Let’s look at another approach.

What is the story behind Mary Jane’s Primo Hemp Vodka?

An entrepreneur in Canada named S.R. Collier (founder and CEO) developed a vodka brand with a 4.20% infusion of Hemp, which is introduced during distillation. That negligible amount of THC (the chemical responsible for marijuana’s effect) and the distillation process do not affect the buzz but rather give the brand some “fun, naughty and interesting marketing hype,” according to Mr. Collier.
I have not had the opportunity to try it yet but from what I am told it provides a distinctive and unique taste with overtones of hazelnut. Collier explains that the Hemp oil yields an “ultra smooth” profile.

Are you wondering why this Mary Jane Vodka isn’t available in the United States? Enter the alcohol regulatory authority.

The product was submitted to the Alcohol and Tobacco Tax and Trade Bureau (TTB) for formula and label approval. The formula was approved but due to the label containing the image and phrase ‘Mary Jane’ (slang for marijuana) the product was ultimately rejected. Who knew the TTB are so hip?

But wait a minute. This is the same regulatory agency that approved alcohol labels with such names as Fokker Ale, Fuchen Liqueur, Chockin’ Chicken, Fat Bastard, Big Dick Beer, along other classy names. Never mind, Mary Jane’s Primo Hemp Vodka cannot be sold in the US under that name. But, the product itself is okay. Check out Robert Lehrman’s blog for more information.

Enter Washington’s Revolution Spirit.™

It turns out that our founding fathers (Washington and Jefferson included) grew Hemp on their farms. The crop was useful for rope, paper, and clothing. Hemp was long promoted in Virginia as an alternative cash crop to tobacco. According to some sources, Washington, not only grew Hemp, but also actively promoted its growth. It’s claimed that in letter to his plantation field manager, he wrote: “Make the most of the Indian hemp seed, . . . and sow it everywhere!”

So, Mr. Collier has changed the name of his product to Washington’s Revolution Spirit.™ for US distribution. The TTB approved that label and it uses the Mary Jane’s Primo Hemp Vodka formulation currently used in Canada. Same recipe, different name.

Very clever idea, eh?

By the way, the brand is for sale including the brand names, websites, intellectual property, glass molds, inventory, and so on. Let me know if you’re interested.
Check out the different labels: