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May 05, 2008
Beam Global Raises Two Toasts to the Month of May
Beam Global Spirits & Wine, Inc., a global leader in premium spirits and a unit of Fortune Brands, Inc. is proud to toast the month of May by embracing the festive spirit of two annual May events: the Kentucky Derby and Cinco de Mayo. As the world’s number one bourbon producer, owning several of the world’s iconic bourbons including Jim Beam® and Maker’s Mark®, and the producer of Sauza®, the number two premium tequila in the world, Beam Global will support its bourbon and tequila portfolios throughout the month with innovative programming and commemorative offerings as spirits consumption figures historically rise in the United States.
The Kentucky Derby and Cinco de Mayo Only Last a Day but U.S. Spirits Consumption Figures Traditionally Spike During the Month
“Viewed as the turning point to the summer sales season, May has traditionally been a phenomenal month for the sale of spirits in the U.S. It’s primarily fueled by these time-honored holiday traditions and consumer interest in great cocktails like the mint julep and the margarita,” said Bill Newlands, senior vice president of US commercial development for Beam Global Spirits & Wine. “We are proud to have had top performing brands in each of the two major categories highlighted throughout this month’s festivities.”
U.S. spirits consumption figures have been consistently strong in past years during the month of May for both bourbon and tequila. During the first week of May 2007, the bourbon category reached close to 50,000 cases sold in the United States1 – second only to sales during the end-of-year holiday season. The consumption trend for bourbon whiskey traditionally surges in May, particularly demand for high-end, super-premium and ultra-premium, small batch bourbons. Tequila has also historically seen a dramatic rise in consumption during the first week of May due to the celebration of Cinco de Mayo and the overwhelming popularity of margaritas during this holiday. Almost 60,000 cases were sold in May 20072 , the highest rate of the first and second quarters. Super-premium tequilas are one of the growth drivers for the entire category, which experienced 14.8 percent growth in 2007 alone3.
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Beam Global encourages legal purchase age consumers to raise a hand in a toast to this month of celebration with a signature cocktail that defines it. Enjoy the bourbon and tequila classics of May, but remember moderation is the key. The bottom line is – if you can't drink responsibly, don't drink at all.
Beam Global’s portfolio includes an expansive list of both bourbon and tequila brands. Highlights of the bourbon brands include, the number one-selling bourbon in the world, Jim Beam® Kentucky Straight Bourbon Whiskey, the number one ultra-premium Knob Creek® Straight Bourbon Whiskey, part of The Small Batch Bourbon Collection®, including Baker’s®, Booker’s® and Basil Hayden’s® and Maker’s Mark, the number one-selling super-premium bourbon brand.
In commemoration of the 134th running of the Kentucky Derby taking place on May 3, 2008, Maker’s Mark has created a mint julep offering for the month. The recipe combines their trademark bourbon with simple syrup and mint retailing for the suggested retail price of $32.99 at select retail locations in Kentucky and its neighboring states. A dark green wax replaces the signature dipped bottle to indicate the refreshing hint of mint.
Beam Global also produces Sauza, the number two premium tequila in the world, and markets El Tesoro®, described by many connoisseurs as one of the world’s finest sipping tequilas. Through its popularity and authenticity in its native Mexico, Sauza remains one of the world’s fastest-growing tequilas. Sauza® Blanco, Sauza® Gold, Hornitos™, 100 Años™ and Tres Generaciones® create a portfolio of premium, super-premium and ultra-premium tequilas offering a variety of drinking experiences.
In celebration of Cinco de Mayo, Hornitos will lead consumers through fun and engaging exercises in the on-premise, aimed at proving that with Hornitos Tequila you can indeed enjoy all the exhilaration of their “Fine Line” concept – the perfect combination of smooth taste and tequila edge, in key cities around the country in the weeks leading up to May 5, 2008. Hornitos will also host a star studded Cinco de Mayo event in Los Angeles with the Devil and Angel models of Hornitos bringing the “Fine Line” theme to life.
Beam Global proudly offers two signature cocktails to help celebrate these popular holidays.
Perfect Mint Julep Recipe:
Ingredients: 1 Liter Maker's Mark(R) Bourbon, Fresh Spearmint, Distilled Water, Granulated Sugar, Powdered Sugar
1. Cover 40 small mint leaves with 3 parts of Maker's Mark. Soak for 15 minutes. Dry mint leaves and wring over the whisky. Repeat process several times. Set aside.
2. To prepare the simple syrup, mix 1 cup of granulated sugar and 1 cup of water in a cooking pot. Heat to dissolve the sugar. Stir constantly so the sugar does not burn. Set aside to cool.
3. To prepare the mint julep mixture, pour 3 1/2 parts of Maker's Mark into a large glass pitcher. (Pour the remaining whisky from the liter bottle into another container and save it for another purpose). Add 1 cup of the simple syrup to the Maker's Mark.
4. Add mint extract a tablespoon at a time to the julep mixture. Taste and smell after each tablespoon is added to create a soft mint aroma and taste - approximately 3 tablespoons, but varies on personal preference.
5. Pour mixture back into empty liter bottle and refrigerate for at least 24 hours to "marry" the flavors.
6. Fill each silver mint julep cup half full with shaved ice. Insert a sprig of mint and pack in more ice to an inch over the top of the cup. Insert a straw that has been cut to an inch above the top of the cup.
7. When frost forms on the cup, pour the refrigerated julep mixture over the ice and add a sprinkle of powdered sugar to the top of the ice and enjoy.
Perfect Margarita:
Ingredients: 1 part Sauza(R) Tequila, 1/2 part DeKuyper(R) Signature Triple Sec, 1 part Lime Juice
1. Shake ingredients together
2. Strain into a salted rocks glass and enjoy.
About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits & Wine, Inc.,(NYSE:FO), is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Larios® Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and Liqueurs, Knob Creek® Bourbon and Starbucks™ Liqueurs. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.
DEERFIELD, Ill.–May 5, 2008
Posted by fortna at May 5, 2008 08:54 AM
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