Inventory for July 27th, 2014
This week we learn the beauty of paying it foward, the first award aimed at Mezcal and Tequila comes to Europe. At the same time the German ‘Feierabendbier’ is more popular than ever, Diageo introduces a new whiskey, Sling Award’s Top 15 Finalists are revealed and Geoff Kleinman comments on candy-flavored spirits.
We’re back from New Orleans, and what a time we had. Check out our take on the winners and nominees here. And, in the spirit of Holsten’s Feierabendbier study, we’re off to enjoy our very own cold beer.
1) Pay it Forward
While we keep on hearing stories of generous tips over and over again, sadly most of them turn out to be a big fat hoax. Not this one: The Daily Mail reports of a New York waiter who was generously tipped 878% of the cheque. Last week Michael Shafts served a couple that was celebrating the husband’s birthday at The Ginger Man in upstate New York. Leaving a tip of $1,000 the man wrote on the receipt “My birthday present to me. Pay it forward.” Which Michael happily did, sharing over 50% of the generous tip with the kitchen and wait staff.
2) Inaugural Agave Spirit Awards Europe
Björn Kjellberg and Claes Puebla Smith recently announced the inaugural Agave Spirit Awards Europe. The two have been working at spreading the gospel of Tequila and Mezcal throughout Europe for the last decade. They’ve trained industry professionals and journalists, arranging trips to Mexico, organizing tastings and distributing products in 17 European countries. Feeling like an evaluative tool was missing they’ve launched an initiative to become the first European spirit competition which solely focuses on certified agave products.
The jury will consist of spirit industry experts, along with a representative of the ‘La Cámara Nacional de la Industria Tequilera’ to guarantee transparency. Besides the blind tastings a study will be launched which gathers information on brand perception in Europe, the result of which is meant to allow brand owners a better insight into the development of their brand in the European market.
The award and survey results will be awarded in a ceremony on the first day of the Bar Convent Berlin 2014 (7th of October).
3) Despite Declining Sales Numbers the Evening Beer Reigns Strong
German beer sales have been on the steady decline for the last several years. The World Cup was able to revive the spirits and sales of German brewers, yet the general beer consumption is at a record low – the lowest its been since reunification. There are trends that are hard to beat: the evening beer for example. Recently Holsten devoted an entire study to this concept. In cooperation with the Forsa Institute Holsten invited 1,000 workers to participate in the study. Its main takeaway message?
Two out of three workers who drink beer (69%) consider their evening beverage a must to relax and let the day run its course. The study also showed that while 55% enjoy their beer at home, only 25% go to the local bar or bier garden to drink in company. According to the study the higher the income the more people drink beer. More than every third interviewee (38%) with an income of more than 3,500 Euro/month drinks beer at least once a week. And then there are some cliches which just won’t die: Men drink more beer, 73% of the surveyed men regularly enjoy their brewskies.
4) Diageo Introduces New Whiskey: The Singleton of Dufftown Spey Cascade
Last week Diageo announced the launch of a new, taste-focussed single malt whiskey in the German and Austrian market: the Singleton of Dufftown Spey Cascade. Available from mid-August the whisky emphasizes its taste which is achieved through oak barrel aging. Diageo hopes to attract a wide range of consumers through its rich, sweet aroma that includes notes of baked apples and roasted nuts. The newest member of the Singleton family will be available at German and Austrian food retailers for 25,99 Euro.
5) Top 15 Sling Award Finalists Revealed
The top 15 finalists for the 2014 Peter F. Heering Sling Award were announced in Stockholm last week. What was meant to be a list of fifteen turned into seventeen, thanks to a tie between three countries. Having grown from 27 to 44 participating countries within the last year, the Sling Award finalists will be judged by a prestigious panel, led by bar legend Simon Difford, in London. After the UK the top 5 move on to Berlin where they’ll compete live at the Bar Convent Berlin 2014.
6) When Flavored Vodka Goes Too Far
Founder and managing editor Geoff Kleinman discusses the ethics of marketing alcohol to children over at Drink Spirits. The starting point of the article is the launch of a new vodka named UV Sugar Crush Vodka, which is clearly inspired by the popular Candy Crush game. A game that, as the author notes, is played mainly by children and young adults aged 13-25. He blames DISCUS (Distilled Spirits Council Of The United States) for not taking a stand against this irresponsible marketing, urging the general public to speak up and request their local liquor stores and bars to not carry this, or any other candy-inspired, spirits. The comment sections turned into an interesting discussion about morals and parenting, one where even Lisa Hawkins, the Vice President of DISCUS, chimed in.
