Newsletter - El Dorado Rum
Transcription
Newsletter - El Dorado Rum
The El Dorado Legend Newsletter “The El Dorado Legend” is a publication of the International Marketing Department | El Dorado Rum Partners with Caribbean Airlines on Complimentary Cocktail Programme P assengers flying on Caribbean Airlines were able to enjoy signature cocktails featuring El Dorado Rums and Nestle Orchard fruit juices. As part of a programme of showcasing partnerships with premium Caribbean brands, Caribbean Airlines will serve three specially curated complimentary cocktails to all passengers commencing on December 1, 2014. Stephanie Holt, International Brand Ambassador for El Dorado Rums, designed the three cocktails “Caribbean Spice”, “Caribbean Vibe” and “Golden Paradise” incorporating the N e s t l e O r c h a r d e x o t i c f l a v o u r s . Issue 6 | October-December 2014 Inside this Issue El Dorado– CAL Partnership….…… Page 1 El Dorado—in Canada.…………...…. Page 2 USA Activities..……………………...... Page 5 UK Trade, Brand Activities.……..….. Page 6 El Dorado - Australia Reports.…..…. Page 8 Guyana Activities .…..………………...Page 8 Caribbean Happenings …….….…….Page 9 Cocktail Corner …..…………...…...…Page 11 From Left: Ms Stephanie Holt, International Brand Ambassador & Mixologist El Dorado Rum; Mrs Alicia Cabrera, Snr. Marketing Manager CAL; Mr George Reeleder, VP Commercial and Customer Service CAL; Mr Daren Ganga, Brand Ambassador CAL; Mr Michael Dilollo, CEO CAL; Mr Andrew Lewis, Brand Ambassador CAL “Caribbean Airlines was thrilled to work with the award-winning brand, El Dorado Rum, to showcase the attributes of what it means to be Caribbean. “Brands like El Dorado serve to create a total lifestyle experience for our guests, and introduces the warmth of the Caribbean throughout the entire flight.” said Alicia Cabrera, Senior Marketing Manager, Caribbean Airlines■ Perfecting the craft of Caribbean Rums since 1670 1 El Dorado Dinner – Select Restaurant Alberta, Canada T he El Dorado Dinner at Select Restaurant on November 26, was a huge success – not only was it a sold out event but it was attended by a number of rum lovers and several other leading restaurant group owners. These restaurant groups were so impressed with the range of El Dorado Rums and how well they paired with the food; they will be adding El Dorado to their menus. Below is a photo showing the table set up before the dinner began – in the napkin is one of the El Dorado 15 Year miniature bottles – diners were very impressed with the presentation. Many people left the dinner impressed with El Dorado Rums and the way in which Select Restaurant put together this dinner. It was a win for both parties■ El Dorado Select Rum Dinner November 26, 2014 Course One Lobster and Shrimp Salad peach vinaigrette, balsamic reduction El Dorado 6 year old white rum Course Two Black Bean and Corn Soup El Dorado 12 year old rum Course Three Marinated Beef Skewer smoked almond and lentil ragout El Dorado 15 year old rum Course Four Duck Leg Confit Mascarpone Risotto Cake, rum berry glaze El Dorado 21 year old Course Five Bread Pudding El Dorado caramel sauce, El Dorado crème anglaise El Dorado Cream and Spiced Rum cocktail The Dinner Menu at Select Restaurant North America Latest News from Canada Alberta, BC, & Ontario Another win for El Dorado… Select Restaurant and Packrat Louie Kitchen and Bar in Edmonton, Alberta, Canada have begun serving only El Dorado Rums starting in November 2014, replacing Cruzan, Bacardi and Bailey’s. Very exciting isn’t it? Taste Magazine This year’s Fall issue of Taste Magazine, a publication by the British Columbia Liquor Distribution Board (BCLDB), featured the El Dorado 12 YO as a HOT Buy. Taste Magazine is distributed seasonally in BC Liquor Stores and features articles on food and drink relating to the beverage alcohol industry. The magazine can also be accessed online at the BCLDB’s website. Rum at a Whiskey show? Whiskey Live in Toronto on October 18, at the Sheraton Hotel was sold out – and at $120 per person – it meant that those in attendance were serious whiskey buffs and wanted to explore the myriad of products at the tables. The Ontario spirits press attended as well. Although a Whiskey Show, Woodman Wines & Spirits, El Dorado’s agent in Ontario, was asked by the show manager to present our El Dorado 21 YO. This proved great timing for the upcoming holiday season as it was a great hit and most likely the most popular pour at their table. Toronto Gourmet Food & Wine Expo 2014 This year’s Food and Wine Expo, held from November 20 -23 was a huge success with over 42,000 attendees and El Dorado 12 YO and 8 YO were the featured El Dorado Rums, the latter for the first time. The main thrust of this consumer show is to sample the brands to enthusiastic consumers who are eager to learn about the products. As usual the El Dorado 12 YO was a big hit. Perfecting the craft of Caribbean Rums since 1670 2 North America El Dorado in the Aubry Guide Quebec O ne of the top selling Annual Buying Guides in Quebec is ‘Guide Aubry’ and his latest edition was recently released. The Aubry Guide focuses more on Wines than Spirits, however the Guide Aubry did include some of his favorite spirits he tasted over the past 12 months. Although very few Rums were included, two from El Dorado were his selections – the El Dorado Dark Rum and the El Dorado 12 Year. This has been a great year for both of these rums – the El Dorado 12 YO is already in the SAQ ‘Magic 300 Stores’ and in reality is now found in over 330 stores. The Dark Rum continues to perform exceptionally well and sales have been steadily increasing ■ Plum Harbor - http://www.francoischartier.ca/en/ recipe/plum-harbor-el-dorado-cocktail/ Francois Chartier - El Dorado Cocktail Creations & Dinner Recipe F rancois Chartier maintains his affinity for EL Dorado Rums which he expresses through the development of cocktails and meals that incorporate El Dorado Rums. Without further ado I invite you to visit the websites below to access these exciting new recipes. Chuck roast with El Dorado Dark Rum and Caramelized onions. Preheat oven to 160 ° C (325 ° F). In a large heavy frying pan, put oil and butter. Color to the roast on all sides. Place in a la-rge enameled cast iron pan. In the same skillet, saute the onions and garlic. Deglaze with dark rum El Dorado Premium 5 years, and place on the roast. Add beef broth, balsamic vinegar and spices. Bring to a boil, cover and bake on the middle floor. Cook for about 3 hours. Taste. For the complete recipe please visit his website: http://www.francoischartier.ca/recipe/roti-de-palette-aurhum-brun-el-dorado-et-aux-oignons-caramelises/ Sweet Bitterwood - http://www.francoischartier.ca/ en/recipe/sweet-bitterwood-el-dorado-cocktail/ “Española naranja” - http://www.francoischartier.ca/ en/recipe/espanola-naranja-el-dorado-cocktail/ Perfecting the craft of Caribbean Rums since 1670 3 El Dorado—Vegetarian Dinner Pairing North America Alberta, Canada ollowing the El Dorado Dinner in November at the El Dorado supports Ex-Soliders Select Restaurant, The Coup in Calgary hosted an Association El Dorado dinner and the introduction of the El Dorado Rum Tasting Menu. Ontario, Canada F The Coup has become one of Western Canada’s most famous vegetarian restaurants and lounges – filled every night! On Dec 6, 2014 the Guyana Ex-Soldiers Association (Canada) held its annual dinner and dance in celebration of their 31st Anniversary. President of the Association, Mr. Gordon Winter expressed his gratitude to Woodman Wines & Spirits – El Dorado’s Agent in Ontario – for the contribution made towards this event and the success of the raffle held in aid of the Heart & Stroke Foundation. He was also pleased to advise that El Dorado Rums were available at the bar, exclusively. Right: El Dorado 12 YO paired with the first course; Green Plantain Salad. Below: El Dorado Dinner Menu El Dorado’s contribution towards the raffle were; one bottle each 25 YO, 21 YO, 15 YO and one bottle Single Barrel EHP Rum ■ El Dorado now at Banff National Park T he Banff group which owns the Bison, The Grizzly and the Caribou – a group of restaurants, have added immediately to their menu in time for the start of the busy ski season the El Dorado 3 YO, 5 YO, 12 YO, 21 YO and the Spiced Rum. These restaurants are located in the Banff National park located in Alberta Canada. Above: President of the GESA Mr. Winter presents raffle winners with their prizes: top– El Dorado 25 YO. Bottom—EL Dorado Gift Basket. Perfecting the craft of Caribbean Rums since 1670 4 North America El Dorado - Spirited Dinner Oregon T El Dorado featured at Latitude 29 New Orleans, LA he del Alma restaurant located in Corvallis, Oregon hosted a “spirited” dinner on Thursday, November 20th. The dinner consisted of five courses featuring El Dorado Rum cocktails made by Mark Rowland and Kimm Edwards. F ounded by Jeff “Beachbum” Berry, the New Orleans spot is dedicated to creating a playful and modern tiki experience. Berry is an exotic drink expert and “one of the world’s leading rum experts” according to Food & Wine. He opened the highly anticipated Latitude 29 with his wife Annene and the bar and restaurant has a drink menu of twenty cocktails, including the Latitude 29 signature cocktail made with El Dorado 8 YO rum! Dinner was kicked off with Hamachi Ceviche; made using the El Dorado 3 YO. The El Dorado 8 YO was featured in the Jerked Chicken and Glazed Quail entrees. The Roasted Pork used our 12 YO. Delicious Tres Leches Cake followed for dessert. The menu was created by Executive Chef Conor ClaffeyKoller ■ Left: Roasted Pork featuring El Dorado 12 YO as an ingredient. The Jake Walk Brooklyn, NY On December 9, 2014 at The Jake Walk restaurant in Brooklyn, NY, four different delicious cocktails were featured using the El Dorado 3 YO, 8 YO , and 12 YO Rums. The “November Affair” made using the El Dorado 8 YO Rum was a particular favorite of the night ■ Above: El Dorado 12 YO cocktail. Left: The “November Affair” Above: The cocktail menu at the Jake Walk featuring cocktails incorporating El Dorado Rums. El Dorado Rum - Spirit Journal 2014 T he F. Paul Pacult’s Spirit Journal December 2014 edition is out, but who is Pacult? He is referred to as “America’s foremost Spirits Authority” by Forbes.com and has been the Publisher/editor of F. Paul Pacult’s Spirits Journal since 1991. In his latest issue, he lists the Top 75 Spirits for 2014 and our very own El Dorado 8 YO rum has been listed at number 7! Not only has it been captured in the Top 10 Spirits of 2014 but it is the only Rum listed amongst Whiskeys, Cognacs and Brandies. Spirit Journal Managing Editor Sue Woodley said , "These seventy-five distillates were all rated Five Stars over the last twelve months and represent the finest efforts of the distillers' art. It's a “who's who” roster of the best spirits available right now." The remaining sixty-five top-rated spirits on the annual list include every type of distillate, from brandies to liqueurs, to vodkas to gins to mezcal-based spirits and many whiskeys from around the world ■ Perfecting the craft of Caribbean Rums since 1670 5 UK & Europe A Cracking Christmas L ike all of the markets, it’s been a busy time in the lead up to Christmas – a key trading time for all of us. After an Indian summer in the UK, Jack Frost appeared with a vengeance, which, in our eyes, makes it perfect rum sipping weather. Or, as we like to call it, a rum hug. Turns out, other people share the same view as us! Throughout November and December, El Dorado was available at three consumer shows whose combined attendance was 187,000. Country Living and Taste of London were both held in London whereas the BBC Good Food Winter Show was held in Birmingham. Consumers made the most of the gifting opportunity and bought presents for loved ones. OK, there may have been some people treating themselves and who can blame them! At Taste of London, in addition to purchasing the El Dorado range, those who attended the show were able to fend off the cold with a warming winter El Dorado hot punch. Delicious! Christmas Corner C hr istm as is also a g r e a t time for bartenders to get their creative juices flowing too. Inspired by a visit by Stef Holt during National Chocolate Week, where she held a master class and training session, the team at The Edgbaston Boutique Hotel in Bir- The Gingerbread Nog - El Dorado 12YO m ingh am have really created a Christmas cracker, the Gingerbread Nog. Here’s how: Glass: Glass Milk Carton with Paper Straw Garnish: Mini Gingerbread Men Ingredients: 100ml Edgbaston Egg Nog* (please see recipe below for how to make) 10ml Edmond Briottet. (Gingerbread liqueur) Liqueur de Pain d'Epices 3 dashes of Christmas Bitters Method: Add all ingredients into shaker and stir to incorporate. Do not stir with ice. Pour into vessel. * How to make Edgbaston Egg Nog 2 eggs 90g powdered sugar 120ml single cream 180ml whole milk 90ml El Dorado 12 Year Old 30ml Pedro Ximenez Sherry Perfecting the craft of Caribbean Rums since 1670 6 UK & Europe El Dorado UK Trade Activities Rum Rambling Adventures Cocktail; ‘Jus Big Flava’ in Jaguar print vessel E l Dorado was also one of five rums to be involved in the Rum Ramble – a nice fancy term for a event where drinks-loving consumers, who want to learn more about the category, get the chance to sip, savour and enjoy rums in the comfort of some of London’s finest bars. At each bar, consumers learnt more about the rum, sampled it straight and enjoyed a cocktail made using the rum. El Dorado was paired with City Social, a restaurant/ bar that’s situated in the iconic skyscraper, Tower42 , a part of the Atherton Group which has a number of Michelin starred restaurants. The cocktail that the Rum Ramblers enjoyed was the ‘Jus Big Flava’ which utilised the Jaguar Print Vessels made for the El Dorado Cocktail Competition which took place earlier in the year. It is made using El Dorado 5 Year Old, Banana and pineapple falernum, lime, root beer and of course, a party garnish! Christmas Cocktail Competition A “The customers really embraced the competition too with lots of positive murmurs when the drinks came out to be sampled. They also really enjoyed the rum and cheese pairing commenting on how the cheeses bought out the texture of the older rum. The blue cheese and El Dorado 21 Year Old was a particular favourite – no surprise there then!” Combining the competition with the bar’s monthly rum club, there were twelve entries in total from recreations of the classic Christmas drink, the Bucks Fizz, punches, flips and even a Christmas twist on a Trinidad Sour with cranberry bitters. Sam also made the most of the event by hosting rum and cheese pairing for customers in the bar after the competition was finished. Here’s what you’ll need to make the Holy Trinity: t the start of December, the El Dorado regional brand ambassador in the North, Samantha Fish, organised a Christmas cocktail competition with Aloha in Liverpool. The aim of the competition was to find a Christmas drink for a special menu at the bar, which is a stockist of El Dorado and is known for creating great cocktails with a fun twist. Speaking about the event, Samantha said: “I was really pleased with the event along with the standard and creativity of the drinks in the competition. The Aloha team went all out to promote the competition and ensure we had a great turnout. They put the word out around the city and rallied together competitors and spectators to ensure we had a superb turnout and an even better atmosphere.” “Our winner, Connor Shora Bloomfield who was from Aloha, created a tipple that we really couldn’t fault, the Holy Trinity. It was balanced, the El Dorado shone through and it made you think of Christmas- perfect!” 60ml El Dorado 5yr 10ml Port 40ml Milk Cream and 5m l Cinnam on Syrup 10ml homemade Peanut butter and Raisin Syrup 3 dashes Angostura Bitters Perfecting the craft of Caribbean Rums since 1670 Connor and his cocktail creation; The Holy Trinity 7 El Dorado at the Jungle Bar and Lobo Plantation Brisbane & Sydney Australia At Jungle Bar in Brisbane, Australia, Quittin’ Time held an El Dorado Master Class where they presented the El Dorado Range. There were 30 persons in attendance; El Dorado 15, 12, 8, 3 and Rum Cream were sampled. The response was encouraging as those present really enjoyed the rums. The rums are now a staple in Jungle bar. The arrival of the El Dorado 25 YO has been met with great anticipation. The sales have been great and The Lobo Plantation, one of Sydney’s best Rum Bars, has featured the El Dorado 25 YO in a specially made cabinet for rare rums which they carry. It has joined the full compliment of the El Dorado Aged Rums range. Australia & Guyana El Dorado featured in “Explore Rum” T here was also the launch of the Explore Rum book which features rums from around the world. Readers will be introduced to El Dorado through the 4 page feature. 20,000 copies of this book have been published, and are distributed through the major news outlets and Australia’s number one retailer; Dan Murphy’s. This book provides El Dorado some excellent exposure in Australia ■ El Dorado at Guyexpo 2014 T El Dorado wows Guyanese populace with Limited Edition Coffee Rum Cream Liqueur T he Guyanese cons u m e r s were this Christmas treated to a Seasonal Limited Edition El Dorado Coffee Rum Cream Liqueur. This followed the successful launch of the Limited Edition Butterscotch in 2013. he Guyana Exposition - popularly referred to as ’Guyexpo’ - attracts thousands of patrons each year and El Dorado Rum was once again honoured to be a part of this major event. El Dorado Rum’s presence was felt through its contribution of well organised bars including its first El Dorado Retro Themed Cocktail Bar and an El Dorado Booth. The well displayed booth featured elements of the rich heritage attached to over 300 years of rum making. Patrons were wildly amazed with the history behind the brand as well as the fabulous displays. Premium giveaways with the purchase of selected bottles of rum were carried out and this further galvanised interest from fans ■ Consumer response was phenomenal and the plan is to expand this range into new markets in 2015 ■ El Dorado Booth at Guyexpo 2014 Perfecting the craft of Caribbean Rums since 1670 8 El Dorado Rum - Sponsor; Atlantic Rally for Cruisers St. Lucia P eter & C o m pany & El Dorado Rum were Silver Sponsors of the annual Atlantic Rally for Cruisers (ARC), a transatlantic sailing event involving some 300+ boats that sail to St Lucia IGY Marina from the Grand Canary Islands in Spain. This event normally kicks off with a local Flotilla of boats sailing from the Castries Harbour to the IGY Marina in Rodney Bay and signals the start of the Transatlantic event. Caribbean El Dorado Rum - Promotional Activities Trinidad & Tobago C oming out of the CPL promotional and activity period and heading into the busy Christmas season, the team at Brydens Trinidad placed their focus on massive sampling for this period. Various rums were sampled in the duty free channel as well as supermarket and wholesaler accounts. In addition to sampling, trade deals were negotiated with customers to drive volumes for the period ■ El Dorado Sampling at Boat Yard Rodney Bay. The El Dorado Sponsorship cheque - which came in the form of products, and not cash - was presented to Mrs. Tracy Warner, Deputy Director of the St Lucia Tourist Board. With over 300 yachts participating in this event El Dorado gained lots of exposure and consumption opportunities ■ Consumers participating in 15 YO and Rum Cream Sampling at Price Smart and West Bees Jamaica S elect Brands Ltd.—El Dorado distributor in Jamaica — appeared on Jamaica’s Number 1 morning television programme where the El Dorado Aged Rums were featured. Viewership of Smile Jamaica is estimated at over 400,000 persons daily ■ Mr. Dominic Beckford, third from left, talking about the El Dorado 15 YO. Perfecting the craft of Caribbean Rums since 1670 9 Caribbean Last Quarter Activities; 2014 St. Vincent & The Grenadines O n October 3rd, 2014 Huffles Ranch in Brighton, St. Vincent, came to life as “New Flame”, the event of the evening got underway with approximately 300 in attendance. This event was used as an opportunity to introduce the taste of El Dorado Rum to party goers present. Those interested in attending were given a chance, through social media, to win a free ticket and also a bottle of El Dorado 5 YO. The Rums poured at the event were El D o r a d o W h i t e , Gold, 5 Star ,5 YO,12 YO, 15 YO, 21 Bar decorated with El Dorado Banner YO, El Dorado Rum Cream and El Dorado butterscotch. El Dorado Rum was the preferred rum of the night, with all the above mentioned rums on a 2 for 1 special with the exception of the 12 YO, 15 YO and 21YO. Even with these specials the El Dorado 15 YO and 5 YO were the most popular rums of the evening■ St. Maarten D uring the period of October and December 2014 Caribbean Liquor & Tobacco (CLTBV) had three great marketing events to highlight El Dorado in St. Maarten. The CLTBV retail store was part of the 2014 Rum Renaissance Caribbean Cruise. A group of rum enthusiasts visited the island and their store where they received a brief training on the brand and partook in a rum tasting of a few rums inclusive of El Dorado. Above: A customer poses with his choice; El Dorado Superior White Demerara Rum. Right: A customer waiting to see what her prize is, after spinning the wheel. Below: El Dorado display at the Duty Free Store. El Dorado was also part of the CLTBV Christmas Shopping Spree Giveaway. Participants were automatically entered in the raffle if they bought a bottle from the Christmas display. The prizes to be won were a shopping spree or a chance to spin the wheel for an instant gift. Lastly, the team in St. Maarten added permanent El Dorado displays and branding to the Duty Free Stores ■ El Dorado 5 YO cut out and Banner announces El Dorado’s presence. Perfecting the craft of Caribbean Rums since 1670 10 Caribbean El Dorado in Grand Style in Dutch Speaking Suriname A t the 2014 Suriname Tradefair, organised by the Surinamese Chamber of Commerce, Fernandes Agenturen - newly appointed Official El Dorado distributor for Suriname - introduced El Dorado to the general public. Attendees were able to taste the El Dorado 5 YO, 8YO, 12 YO, 15 YO and Superior Gold Demerara Rums. Garnering sales was not a major objective for the Suriname team so they were pleasantly surprised when persons who sampled the rums insisted on purchasing El Dorado on the spot. El Dorado Superior Gold and 15 YO Rums were the crowd favourites ■ El Dorado Sampling at the 2014 Suriname Trade-fair The Bubu Party, held biannually, is highly anticipated in Suriname, not only because of the lively atmosphere but also for the Bubu itself. Bubu is the title given to their secret cocktail mix with main ingredients dark and white rum. This year the team at Fernandes Agenturen were proud to announce that El Dorado Rum was the main sponsor of the final BuBu party of 2014 which was held December 27th. Made with a mix of only El Dorado 5 YO and Superior White rum, the BuBu cocktail was indeed the ultimate delicious treat on a steaming hot musically charged Saturday night elect ■ El Dorado Sampling at Christmas Barbados D uring the busy Christmas period El Dorado Team; Stansfeld Scott were heavily focused on the Off-Trade, specifically Supermarkets and Price Clubs. They conducted many samplings with the El Dorado Rum Cream as this is a hot item for Christmas, and also featured the El Dorado 3 YO and 5 YO in their Fortune Finders sponsorship with the M a s s y SuperEl Dorado Sampling at Massy Supermarkets markets. This offered great visibility, and allowed the team to introduce these fine Rums to new customers. The team also had the opportunity to showcase the El Dorado aged rum lineup to the Premium Banking customers of Scotiabank. This crowd comprised of Lawyers, Doctors, Business owners, and even Politicians. The E Dorado 12 YO, 15 YO, 21 YO and Rum Cream were sampled. The brand was fully embraced! Everyone thoroughly enjoyed the presentation, with some trying El Dorado for the first time and many bragging about the 15 YO being their go to rum of choice ■ Two other famous events are the Pre-end of year party and the End of year party; both are held in the center of the country’s capital; Paramaribo. Team Fernandes arranged to step one day earlier into the party drive and partnered with the organizers to host a party on the 29th of December. One of the most popular live music performing bands was on stage and the main sponsor was El Dorado ■ Perfecting the craft of Caribbean Rums since 1670 Sampling Station at Scotiabank 11 EYE ON IT Happy New Year Here’s to a remarkable New Year filled with peace, happiness and prosperity. From: Demerara Distillers Limited El Dorado Cocktail Corner The creation featured in this issue comes from David Hamilton-Boyd of Looking Glass Cocktail Club, London, UK. “The superb colour and character of this exquisite rum is the creation of our Master Blender. His special recipe blends specially selected rums, oak aged for at least 21 years, from the Enmore wooden Coffey still, the Versailles single wooden pot still and the Albion Savalle still.” Signature Cocktail Picks NAME: MODERN GENTLEMAN GLASS: Rocks GARNISH: Orange zest and Dark chocolate curls METHOD: Add all ingredients to glass with ice and give a quick stir. Serve with dark chocolate curls and an orange zest to garnish. Tasting Notes: Lush tropical fruit and spice nose with hints of honey and dark sugar. Round, mellow, full bodied palate with rich flavours of fruit and spice. Ingredients: 2 oz El Dorado 21 Year Old Rum; 1 bar-spoon of salted caramel syrup; 2 dashes of chocolate bitters. DEMERARA DISTILLERS LIMITED Plantation Diamond, East Bank Demerara GUYANA, S.A. 592.265.6000 Ph | 592.265.3367 Fax Website: www.theeldoradorum.com Perfecting the craft of Caribbean Rums since 1670 12