On The Rocks. Gallo Brand Training. June 2013

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1 On The Rocks Gallo Brand Training June 2013 A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

2 Gallo Brand Training On The Rocks Demo Team June 2013 What? Basic overview of wine and Gallo s key brands for summer 2013 Basic overview of spirits and Gallo s key brands for summer 2013 Overview of demo guidelines Why? To better understand the product we represent! To better answer our consumers questions What I need from you Enthusiasm Attention Participation Questions A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

3 Pop Quiz What exactly are the ILLC guidelines? 1) Spirits: ¼ oz ( ¼ of a shot) 2) Wine: 1 oz 3) Mixed Cocktail: 1 oz 4) Beer: 2 oz A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

4 It s Demo Time! 1) Engage the customers! Invite them to taste. 2) Serve like a pro Card anyone that appears to be under 35 Taste in the proper order Leave the glass on the table Pour a small sample Demos 101 Serve Like a Pro! Each bottle should get you (25) 1oz servings Twist the bottle before lifting to avoid drips Have a towel handy for an unavoidable drips 3) Give the customer some fun facts about the wine 4) Clean up thoroughly, check out with manager A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

5 Part Two What are spirits? A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

6 What are Spirits? Beverages in which the alcohol content has been concentrated by the process of distillation Higher alcohol content than wine or beer 9-16% ABV 30-60% ABV 2-12% ABV

7 Beverage Alcohol Wine Spirits Malt Old World Roots New World Roots Brandy Whiskey Vodka Rum Tequila Gin Like wine, Spirits have both Old World and New World roots

8 How are Spirits made? 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling Steps 1, 2, 4, and 5 are similar to how Wine is made

9 Step One Choose and prepare the base material for fermentation

10 Step One Prepare the base material for fermentation Fruit Processing Transfer to tank or barrel Fermentable sugars already exist in fruit must adding yeast will begin the fermentation process. Natural or Cultured Yeast To Press

11 Step One Prepare base material for fermentation Grains have FIVE carbon sugars need SIX for fermentation Corn Rye Wheat grist water mill cooker mash

12 Step Two Fermentation Sugar: grapes, agave, molasses, sugar cane Starch: potatoes, rice, grains Consumes Sugar Yeast Turns Into Alcohol Sugar and Carbon Dioxide and Heat

13 Step Three Distillation What is it? Distillation: Liquid of two or more parts is separated into smaller parts of desired purity by the addition of heat

14 Step Three Distillation Numbers You Need to Know: Why?

15 Step Three Distillation The Cuts Component BP F Ethylene Glycol 386 Propylene glycol 368 Iodine 364 Carbolic acid 360 Phenol 359 Furfurol 323 Amyl Alcohol (Fusel Oil) 281 Ethylene bromide 269 Butyl Alcohol 243 Toluene 231 Water 212 Heptane-n 209 Allyl Alcohol 207 Propyl Alcohol 207 Petrol 203 Benzene 176 Ethanol 173 Ethyl acetate 171 Methanol 150 Bromine 142 Methyl acetate 135 Acetone 133 Carbon disulfide 115 Ethyl bromide 101 Pentane 97 Acetaldehyde 69 Tails Heart Head

16 Step Three Distillation Two Types of Stills

17 Step Three Distillation Pot Stills

18 Step Three Distillation Column Stills (Continuous)

19 Step Three Distillation Pot versus Column Benefits of pot stills Greater congener retention Multiple distilling process results in greater array of flavor components Choice of size and shape affects quality of ultimate spirit Appropriate for products produced in relatively small batches Benefits of column stills Can be engineered to remove specific congeners with a high degree of precision Canoperate continuously Ability of distiller to "fine tune" exact components in final spirit for taste and quality purposes Because of high purity potential, appropriate for "white" spirits Legally required in some cases, as in Cognac and single malt Scotch Whisky Can produce spirit at higher level of alcohol than pot stills, and in a single distillation

Alcohols Some call them impurities, some call them

20 Step Three Distillation What are congeners? Water Examples of Congeners: Acetones Aldehydes Tannins Alcohols Some call them impurities, some call them flavors Congeners Can you eliminate them? Proof = Neutral spirit

21 Step Three Distillation What is Proof? Proof = ABV x 2

22 Step Four Maturation - Aged in Oak Why use oak barrels? Readily available Strength Resistance to insects Resistance to fungus (high tannin) Semi-permeable (allows for slow aging)

23 Step Four Maturation - Why Bother Aging? Aging can add flavors and aromas, as well as change the flavor profiles of existing congeners

24 Step Four Maturation Are all spirits aged? Rarely Sometimes Always

25 Step Five Processing & Bottling Spirit Filter Bottling Vats (Mingling) Bottling Line

26 Spirits Seven Major Types 1. Vodka 2. Gin 3. Tequila 4. Rum 5. Whiskey 6. Brandy 7. Liqueurs A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

27 Vodka

28 Vodka What is it? United States: Vodka is a neutral spirit so distilled, or treated after distillation, with charcoal or other materials, so as to be without distinctive character, aroma, taste or color. Distilled at, or above, 190 proof, and, if bottled, bottled at no less than 80 proof.

29 Vodka Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

30 Vodka Production Step One: Choose & Prepare Base Materials Vodka can be made from just about anything!

31 Vodka Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

32 Vodka Production Step Two: Fermentation Differentiating factors: Base Material Type of Water used (optional) Speed of fermentation

33 Vodka Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

34 Vodka Production Step Three: Distillation Pot or Column Still? Column Stills are most commonly used for Vodka

35 Vodka Production Step Three: Distillation Ten Times Distilled What does that mean???

36 Vodka Production Step Three: Filtration (Optional) Continuous path method Minimum eight hours Agitation Method Minimum eight hours

37 Vodka Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

38 Vodka Production Step Four: Maturation & Blending Is Vodka aged? Usually? No. Exceptions to every rule Aging smoothes out the vodka

39 Vodka Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

40 Vodka Production Step Five: Bottling Ready for Bottling US Bottling Proof: at least 40% ABV (80 proof) EU Bottling Proof: at least 37.5% ABV (75 proof) Colorless

Flavored Vodka Origin in Eastern Europe Masked the harsh taste of their crude Original Vodka by soaking various materials in it Originally included pepper, bison grass, leaves and flowers Continued

41 Flavored Vodka Origin in Eastern Europe Masked the harsh taste of their crude Original Vodka by soaking various materials in it Originally included pepper, bison grass, leaves and flowers Continued in the United States after Prohibition Consumers did not like unflavored vodka Distillers began to flavor vodka with distinctive flavors like lemon and lime Bright coloration was sometimes added to make the product more appealing Today s flavored vodkas are the descendants of this practice Flavored Vodka must be bottled at 60 proof or higher

Fruit Spices Café Peach Pomegranate Cinnamon Espresso Coffee Raspberry Berry Pepper Vanilla Citron Blueberry Mojito Mint Hazelnut Espresso Mandarin Orange Green Apple Pumpkin Pie Chocolate Currant

42 Fruit Spices Café Peach Pomegranate Cinnamon Espresso Coffee Raspberry Berry Pepper Vanilla Citron Blueberry Mojito Mint Hazelnut Espresso Mandarin Orange Green Apple Pumpkin Pie Chocolate Currant Strawberry Manuka Honey Coconut Grapefruit Watermelon Peppar mango Dutch Chocolate Pear Cherry Vanilla Double Espresso Black Cherry Grape Hazelnut Espresso Lime Mango Chocolate Cranberry Banana Wild Berries Melon Dessert Fig Wild Apple Marshmallow Pineapple Lemon Red Velvet Cake Sour Apple Lemonade

43 Vodka Summary Vodka is distilled to a very high proof to remove all congeners A neutral spirit with little or no aromas, flavors, etc Slightly different requirements in EU vs US Base Ingredient Distillation Proof Aging Requirements Bottling Proof Why the price differences? Anything fermentable! 190+ None US: 80+ EU: 70+ Flavored: 60+ Base Ingredient Distilling Method Marketing Spend

45 NEW AMSTERDAM Serving Notes Serve chilled, if possible Offer recipe ideas to customers Talking Points Light, citrus notes very easy to mix and enjoy First Spirit brand to sell one million cases in it s first year people love New Amsterdam! QUALITY vodka tastes great! 92 points (of 100) from the Tasting Panel Five types to choose from base, red berry, peach, citron & coconut! Our vodka is made in the USA, which means all-natural flavors * InStates Where Permitted

46 New Amsterdam Drink Ideas! DRAFT PICK 2 oz New Amsterdam Vodka ½ oz New Amsterdam Peach Vodka 1 oz orange juice Top with light beer Add ingredients directly into a beer glass. Garnish with an orange slice. NEW BERRY LEMONADE 2 oz New Amsterdam Red Berry Vodka ½ oz fresh lemon juice ½ oz simple syrup 8-10 mint leaves In shaker, combine mint and simple syrup. Muddle mint gently. Add rest of ingredients and then shake with ice. Strain into ice-filled highball glass. Garnish with a mint sprig and lemon wedge. A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

47 Tequila

48 Tequila What is it? Tequila is a spirit produced from the fermented and distilled cooked sap (aguamiel) of the blue agave plant. It is only made within a delimited area of Mexico.

49 Tequila A Brief History Tequila s history is tied to the history of the agave plant, grown throughout Mexico

it must be made from the Blue Agave plant.

50 Tequila A Brief History: Today Today, Tequila can only be produced (grown and distilled) in designated areas of Mexico and it must be made from the Blue Agave plant. Five approved regions: Jalisco Designated villages within: Guanajuato Michoacan Nayarit Tamaulipas

51 Tequila Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

52 Tequila Production Step One: Choose & Prepare Base Materials Tequila 100% Blue Agave 51% Blue Agave 100% Agave Tequila Tequila or Mixto

53 Tequila Production Step One: Prepare Base Materials Agave plant is not allowed to reach sexual maturation stalk is cut before it can grow. Takes 6-8 years to reach maturity. Energy that would be used to grow stalk causes the head of the plant (the pina or cabeza ) to swell with nectar

54 Tequila Production Step One: Prepare Base Materials Cabezas are hand-harvested by jimadors, using blades called coas

55 Tequila Production Step One: Prepare Base Materials The trimmed piñas are delivered to the Horno (oven) for baking Before baking the piñas are split to ensure even cooking and extraction of juice

56 Tequila Production Step One: Prepare Base Materials The cooked piñas emerge from the hornos and are sent to be shredded and hydrolized to produce a fermentable wash At this stage the agave tastes similar to a spicy baked sweet potato

57 Tequila Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

58 Tequila Production Step Two: Fermentation The liquid from shredded and hydrolyzed piña is placed in a holding tank as mosto (must) The mosto is then fermented, usually in stainless steel containers. Sugars are watered down before fermentation.

59 Tequila Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

60 Tequila Production Step Four: Maturation & Blending Is Tequila aged? There is no age requirement for tequila - it is the choice of the distiller If aged, tequilas are usually aged in white oak barrels If aged, there are three aging levels: Reposado, Añejo and Extra- Añejo

than 600 liters in size Extra Añejo Extra Aged aged at least three years in oak, in barrels smaller

61 Tequila Production The Five Classifications of Tequila Blanco or Plata White or Silver not aged Reposado Rested aged at least two months Añejo Aged aged at least one year in oak, in barrels smaller than 600 liters in size Extra Añejo Extra Aged aged at least three years in oak, in barrels smaller than 600 liters Joven Abocado Young and Smooth, often called Gold Term only allowed for use with Mixto Tequila

62 Tequila Production Step Four: Maturation & Blending Is Tequila blended? Reposado and Añejo Tequilas are normally blended to ensure a consistent flavor Extra-Añejo Tequilas are generally not blended and are, instead, bottled directly from the barrel (with the addition of water)

63 Rum Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

64 Tequila Production Step Five: Bottling Ready for Bottling 100% Agave Tequila must be bottled in Mexico Mixtos can be bottled at their final destination Caramel color may be added for consistent color Standard Bottling Proof: 80+

65 Tequila Summary Only Spirit with a required place of origin (Mexico). Like wine, tequila flavor is affected by the terrior in which the agave is grown Base Ingredient Distillation Proof Aging Requirements Bottling Proof Why the price differences? Blue Agave No Standard Not Required, but: Reposado = 2 mos Añejo = 1+ year % Agave Agave Terrior Aging Time Extra-Añejo = 3+ years Marketing Spend

66 FAMILIA CAMARENA

CAMARENA TEQU I l a Serving Notes Serve Chilled, if possible Tasting order: Silver Reposado Talking Points 100% Blue AgaveTequila is made from 100% blue agave plants tequilas are mixtos that only

67 CAMARENA TEQU I l a Serving Notes Serve Chilled, if possible Tasting order: Silver Reposado Talking Points 100% Blue AgaveTequila is made from 100% blue agave plants tequilas are mixtos that only require 51% blue agave Typically, 100% Blue Agave tequila are very expensive (Don Julio, Patron), but Camarena offers you the same great taste at ½ of the price The Camarena family has been growing blue agave and making tequila for six generations in Jalisco, Mexico White Sox sponsor served at Kaminksy! AwardWinningTaste Reposado:91 Pts. Silver: 90 Pts., Best of the Best

Fa m ili a Cam a r e n A TEQUILAS Silver Slightly sweet

vanilla, savory brown spices, and black pepper Long,

sweetness and soft spice Oak mellowing lends to flavors

68 Fa m ili a Cam a r e n A TEQUILAS Silver Slightly sweet notes of cooked agave & fresh herbs Hints of sweet vanilla, savory brown spices, and black pepper Long, warming finish Reposado Perfect balance of natural agave sweetness and soft spice Oak mellowing lends to flavors of vanilla & caramel Naturally smooth and warm taste without the burn 95

69 Mariachi Mixer Camarena Tequila Drink Ideas! Mexico s Shamrock A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

70 Rum

71 Rum What is it? Rum is a spirit distilled from the fermented mash of sugar cane juice or molasses at less than 190 proof, optionally aged in wood, and bottled at not less than 80 proof. Must have the characteristic aroma and flavor attributed to rum.

72 Rum Production 1. Preparation of Ingredients for Fermentation 2. Fermentation 3. Distillation 4. Maturation 5. Processing/Bottling

73 Rum Production Step One: Choose & Prepare Base Materials Sugar Cane or Molasses

74 Rum Production Step One: Choose & Prepare Base Materials Rum Sugar Cane Molasses Rhum Agricole Industriel Rum

amount of the original flavor of the sugar cane Generally more expensive than molassesbased rums The

75 Rum Production Step One: Choose & Prepare Base Materials 1. Rhum Agricole Produced exclusively from raw, freshly pressed sugar cane juice Retains a greater amount of the original flavor of the sugar cane Generally more expensive than molassesbased rums The flavor of light agricultural rums is significantly different from that of other rums (generally have a naturallysmooth palate) Common in French Islands

76 Rum Production Step One: Choose & Prepare Base Materials 2. Industriel Rum Made from molasses Has some degree of molasses aroma and flavor Quality of molasses is determined by sugar content higher quality molasses = higher sugar higher sugar = easier fermentation and less chemicals needed Predominant type of Rum made around the world

77 Rum Production Step Five: Bottling Ready for Bottling Light rums may be filtered to remove any color gained during aging. For darker rums, caramel coloring may be added to adjust color of final product. Standard Bottling Proof: 35%-45% ABV

molasses flavor or ethanol character of a neutral spirit Distilled

colorless expression of rum be aged a minimum of one year Most aged

78 Types of Rum Four Classifications 1. Silver orwhite Clear in color, often displays a very light, molasses flavor or ethanol character of a neutral spirit Distilled in column stills or pot stills Some countries require even this colorless expression of rum be aged a minimum of one year Most aged in un-charred or re-used bourbon barrels If aged in barrels, filtered to eliminate any color 2. Amber or Gold Contains more flavor than light rum and is darker in color Aged in wooden barrels for a minimum of two years Caramel color may be added

79 Types of Rum Four Classifications 3. Aged or Dark Often full-bodied, and pungent. Some use special fermentation and distillation processes in addition to aging Others are maturation process specific. 4. Flavored Name of flavor must appear on bottle US regulations say: flavored with natural materials, With or without addition of sugar, bottled at no less than 60 proof (30% ABV)

80 Rum Summary Because of lower distillation proof, Rum contains numerous congeners that contribute to its aroma and flavor profile. Add effects of maturation processes and rum can have a very complex persona. Variation of flavor and aroma characteristics results in a wide range of rum types, classifications and brands. Base Ingredient Distillation Proof Aging Requirements Bottling Proof Why the price differences? Molasses Sugar Cane Most: <190 Aged: Not Required, but: Silver = 2 years Amber = 2+ years Aged: 5+ years Rum: 80+ Flavored: 60+ Base Ingredient Distilling Method Aging Time Marketing Spend

Serving Notes Tasting Order: Silver before Spiced Talking Points A, shell back/ ˈSHelˌbak/, is an experienced sailor who has crossed the equator, achieving a milestone, who has progressed, and is

82 Serving Notes Tasting Order: Silver before Spiced Talking Points A, shell back/ ˈSHelˌbak/, is an experienced sailor who has crossed the equator, achieving a milestone, who has progressed, and is revered for his nautical skill and courage Shellback rum honors the proud naval tradition of these sailors with its premium package and refined taste. Shellback allows experienced rum drinkers the opportunity to experience a modern progression within Rum. For centuries sailors crossing the equator for the first time marked the passing by transitioning from Pollywog to Shellback. The title was awarded by Neptune and his Royal Court and was an important progression in the life of a Sailor, as they became a trusted and respected member of this exclusive Naval fraternity

83 Tasting Notes OurPartners West Indian Rum Distillers (WIRD) in Barbados are the suppliers of our rum WIRD has been producing rum in Barbados since 1904, as is locally owned by Goddard Enterprises, LTD The distillery is capable of producing 9MM litres of rum a year, and can age 1.5MM litres in oak barrels on the island The Product ShellbackSilverRumis higher in tropical, fruit, and sweet aromatics notes than Silver Rum category leader and was preferred by 90% of consumers both neat and mixed with cola ShellbackSpiced with Twelve exotic spices and notes of caramelized honey and no added sugar has less vanilla and sweetness than the Spiced Rum Category leader and provides consumers with a more sophisticated and modern spiced rum experience All Rum is a product of Barbados

84 Shellback Drink Ideas! Stormy Seas Raspberry Watermelon Mojito A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

85 Spirit Rum Gin Geographic Requirements None; can be made anywhere None; can be made anywhere (Except Plymouth Gin and Genever) Base Material Molasses or sugar cane Any fermentable crop ABV of fermented base material Type of Still used Pot or ABV postdistillation column S irits ary Usually column Post Distillation 85% Aged, color may be filtered out after aging 95% Genever is an aged style Bottling ABV (minimum) 35-80% 40% (US) 37.5% (EU) Vodka None; can be made anywhere Any fermentable crop Usually column 95% Rarely aged Flavors can be added 40% (US) 37.5% (EU) Tequila Can only be made in specific states within Mexico Agave 4-8% Usually pot 55-60% Can be aged 40% Brandy None; can be made anywhere (Except Cognac, Armagnac, and Calvados) Grapes or other fruit 7-15% Pot or column 70-80% Aged in wood Specific aging requirements based on where it s made 36% Whiskey None; can be made anywhere (Except Scotch, Bourbon, Tennessee Whiskey) Grain: usually barley, corn, rye or wheat 8-14% Pot or column Diluted to 62.5% before aging Aged in oak barrels Specific aging requirements based on where it s made 40% A M e m b e r o f W i r t z B e v e r a g e G r o u p I L L I N O I S I O W A M I N N E S O T A N E V A D A W I S C O N S I N

On The Rocks. Demo Training Spirit Basics

On The Rocks. Demo Training Spirit Basics On The Rocks Demo Training Spirit Basics What? Basic overview of spirit production Spirit Basics Training for On The Rocks Basic overview of major types of spirits Spirits tasting Why? To better understand