22-25_sb_jul_cocktailsTS:Layout 1 21/7/08 13:43 Page 22
COCKTAILS: WHITE SPIRITS
Brought to you in association with
F
ro
ze
n fruits &
fr
u
it
p
u
r
e
e
s
A force to be reckoned
Bacardi, with its top line-up of white spirits, has very much taken the cocktail to heart,
and its key brands – the super-premium vodka, Grey Goose, the premium gin and
Tequila, Bombay Sapphire and Cazadores – all have dedicated brand ambassadors
DIMI LEZINKSA – GREY GOOSE’S GLOBAL to show off the versatility of Grey Goose, the spirit cannot be underestimated. “The 1761 recipe on
BRAND AMBASSADOR dispels the myth that all vodkas are tasteless and which Bombay Sapphire is based balances the
“For Grey Goose, the cocktail is very importants as it offers mixologists the opportunity to improve their flavour of its 10 botanicals perfectly to give it an
to make the best cocktails, you have to start by mixing skills and challenge their imagination.” incredible mixability,” says Griffiths. “The aromatic
using the very finest quality ingredients, so if it’s While the development of the cocktail culture flavours of the botanicals are delicately infused into
vodka, then it’s Grey Goose. A good cocktail is also differs from market to market, its importance is the spirit using a process called vapour infusion.
only as good as the sum of its parts so we always undiminished. “This is why Grey Goose is highly Creating cocktails is the ultimate way of showing
encourage bartenders to use fresh ingredients in committed to brand and mixology education to off this mixability. An endless number of
all their mixes. It is like top chefs always using the raise the global standard of cocktails in as many ingredients can be mixed with Bombay Sapphire
best ingredients possible. Cocktails are a great way markets as possible,” says Lezinska. “The with each new ingredient complementing and
education extends from what makes Grey Goose enhancing one or more of its 10 botanicals in
the world’s best tasting vodka to social different ways.”
responsibility, cocktail history, bartender etiquette, Griffiths takes note of the varying levels of
the role of a bartender and, also very importantly, sophistication when it comes to creating cocktails
WE ALWAYS ENCOURAGE
how to create the world’s best cocktails using Grey for different outlets. “To ensure I am creating new
Goose vodka.” and exciting cocktails that challenge the more
BARTENDERS TO USE
The Grey Goose on-trade strategy is the same, experienced bartenders, but also that I have classic
FRESH INGREDIENTS IN ALL
whether the company is talking to the big West End cocktails to take to markets where the culture is
hotel bars, or nightclubs and über bars. “Grey still emerging and share with them the perfect
THEIR MIXES Goose consumers are very knowledgeable and serves. Ingredients are different around the globe
much more aware of what they are drinking, and and as local seasonal produce forms a core part of
how the like their drinks,” sayd Lezinska. “They my inspiration when creating Bombay cocktails I
recognise quality when they see it. For this reason select different cocktails to present to different
it is very important that we speak with the top-end markets.” Bombay Sapphire is the “perfect spirit”
clubs and bars to show the people who are face to for both simple-serve mixed drinks as well as more
face with consumers every day what sets Grey complex cocktails. “I like to spend time with as
Goose apart from other vodkas and spirits and how many bartenders as possible to see what they are
to create the perfect cocktail for each of their doing as well as to show them new techniques and
customers. As bartenders we understand that we flavour combinations that I have picked up. As
are potetnially contributing to someone’s most customers become more sophisticated with their
memorable experiences. Great moments are our drinks choices it is important that we are always
finest memories, because at that moment offering new and exciting ways of serving Bombay
something about us is changed forever. If, as a Sapphire. It’s such a versatile spirit this luckily isn’t
bartender, we can create that moment, it is very hard,” says Griffiths. Training and education
because we were able to read a situation and add are also vital elements in Bombay’s marketing
the finishing touch. Just like a designer would look strategy. Bartender workships are staged around
at a beautiful dress and add that je ne sais quoi. the globe, set up through a network of
This is, I believe, bartending at its finest.”| ambassadors. “Ambassadors bridge the gap
between the spirit and the people serving it every
MERLIN GRIFFITHS – BOMBAY SAPPHIRE’S day. Most of us are all ex-bartenders, managers or
GLOBAL BRAND AMBASSADOR consultants and we are therefore able to easily
Dimi Lezinksa
For Bombay the importance of the cocktail arena relate to the bartenders thirst for knowledge.” sb
22
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76