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Issue link: https://read.dmtmag.com/i/30177
DRINK CULTURE Malibu Gets in on the Full-Proof Rum Game By Sheila Senhouse, Brand Manager for Malibu, Pernod Ricard USA Full Proof products (70 -80 proof) maintain a commanding share of the Total Rum category. They are driving category performance and growing share and Malibu wants to get in on the game. In May, the #1 selling Caribbean Rum with coconut liqueur is launching Malibu Black, a 70 proof amber rum with the perfect hint of Malibu’s signature coconut flavor. Malibu Black extends the Malibu franchise into the full proof rum category allowing the brand to reach a new audience—men—in the places they socialize. It is a great choice for LDA—29 men who like to socialize, have fun and frequent more high-energy establishments. Malibu Black is also a great choice for current lower-proof spirits drinkers who look for a full proof option during late night occasions. The recipe for Malibu Black is derived from the traditional island strength rum that revelers in Barbados used to celebrate the end of harvest season. The combination of the amber rum’s bold Caribbean flavor and the subtle hints of coconut, create a smooth and lingering finish that is great served straight up or enjoyed in refreshing cocktails like the Black & Cola (recipe follows). Our consumers have been asking for a higher proof Malibu. In taste tests, 80% of consumers scored Malibu Black high on taste appeal. They consider the product to have ‘just right’ levels of coconut and they find Malibu Black cocktails to be crisp and refreshing beverage alternatives. Malibu Black delivers. BLACK AND COLA 1 part Malibu Black 2 parts Cola Serve over ice in a highball glass. Garnish with a lime wedge. Th e Negroni Makes a Comeback As the weather warms up, the Negroni is customers’ fi rst choice at Lincoln in New York. Th e restaurant’s No. 1 drink is the Negroni, which is no wonder since the cocktail menu features a unique Negroni Bar. Th e concept invites guests to have a regular (or beginner’s) Negroni, but also off ers afi cionados the opportunity to try diff erent versions of the Negroni as well. Th e Negroni Bar menu includes fi ve spirits, fi ve bitters and fi ve Vermouths, allowing guests to select their own combination or order the classic Negroni. CORRECTIONS: In the March 2011 issue, the president of Th e Other Guys wines was incorrectly identifi ed. Th e president is August Sebastiani. Please excuse the error. Tony Abou-Ganim Modern Mixologist David Alphonse VP of Beverage Back Bay Restaurant Group Tim Baldwin Wine Director The Broadmoor Stephen Barth Professor Conrad Hilton College University of Houston George Barton V.P. of Beverage TGI Friday’s Jerry Baxter VP National Accounts The Charmer Sunbelt Group Stephen Beaumont WorldofBeer.com Heather Berry Director of Beverage and Bakery Operations The Cheesecake Factory Restaurants, Inc. Sandy Block, MW VP of Beverage Operations Legal Sea Foods David Brown Vice President Operations Support Houlihan’s Cindy Busi Director of Beverage Hard Rock David Commer Commer Beverage Consulting Jennifer Cooke Corporate Trainer & Beverage Director Phillips Seafood Restaurant Peter Czizek VP Food & Beverage R&D Dave & Buster’s, Inc. CHEERS EDITORIAL ADVISORY BOARD James Kramer Dale DeGroff King Cocktail Angie Eckelkamp Marketing Manager Maggiano’s Little Italy Ed Eiswirth Director of Beverage California Pizza Kitchen Tylor Field III VP, Wine & Spirits Morton’s The Steakhouse John W. Fischer, M.S., CHE Associate Professor The Culinary Institute of America Doug Frost, M.S., M.W. Consultant Beverage Alcohol Resource, Inc. Jill Helmerick Director of Beverage Red Robin Gourmet Burgers Patrick Henry President Patrick Henry Creative Promotions Inc. Doug Jackson Senior Director of Beverage Development Darden Restaurants Tim Johnson President TJ&A, LLC Scott Kinsey Director of R&D and Corporate Chef Hooters of America, Inc. Patrick Kirk Markegting and Brand Manager Buffalo Wild Wings Edward M. Korry Department Chairman, Beverage and Dining Service College of Culinary Arts Johnson & Wales VP Beverage Operations Landry’s Restaurants Inc. Christine Krenos Food & Beverage Design and Development Marriott International, Inc. Tammy LaNasa Corporate Beverage Director Sullivan’s & Del Frisco’s Restaurant Group Ken Lennox Director Beverages Ruby Tuesday Inc. Larry McGinn Partner iMi Agency Stuart McGuire Manager Beverage Sales & Standards Walt Disney World Co. Mary Melton Director of Beverage P.F. Chang’s China Bistro Bob Midyette Director, Fleet Beverage Operations Royal Caribbean International Lowell Petrie Senior Vice President and Chef Marketing Offi cer Real Mex Restaurants Robert Plotkin President BarMedia Tracey Randall Commodities Purchasing Manager – Total Beverage Darden Restaurants Blake Rohrabaugh Beverage Director Bar Louie Restaurant Operations, LLC www.cheersonline.com Fernando Salazar VP, Food and Beverage Wyndham Worldwide Glenn Schmitt President MarkeTeam Richard R. Schneider V.P. Non Gaming Operations Caesars Atlantic City Kevin Settles President Bardenay Restaurant Stacey Smith Beverage Director Pappas Restaurants Kip Snider Beverage Director Yard House Monica Tary Vice President of Beverage & Training Cheeseburger in Paradise David Tetens Director of Beverage & Bar Development/ North America Division Starwood Hotels and Resorts Ryan Valentine Director of Beverage Operating Partner Cameron Mitchell Restaurants Richard Verrecchia Owner NEAT Beverage Concepts Suzan Waldschmidt Director of Beverage Outback Steakhouse Ted Yost VP National Sales Coca-Cola