in the mix magazine - summer 2012

2 in the Mix Spring 2012

3in the Mix www.intheMixMagazine.com


MediaPr in t D ig i t a l Web V ideo The Publication and Website for On-Premise National Accounts


Our new cover artist, Brittany Misra, is an Atlanta-based designer and digital marketing director. Her spring cover art, The True Treasure of the Caribbean, is a photo-illustration of pirate impersonator, Sonny Chau, discovering liquid treasure! In exploring the Spirits of the Caribbean this spring, we experience sugar cane juice-based rhum agricoles and traditional molasses-based rums in my tastings. Agricoles are trendy with mixers now, but theyre a different animal for surestronger and leaner. Wed love to hear your opinion. Checked out our website yet? Well, its not bad, if I must say so myself. In fact, FOLIO:, The Magazine For Magazine Management, thought it was in the top three. Look up ITMmag.com; you wont be disappointed. We have a good show for you this spring. Tony Abou-Ganim is up to his old tricks with his character George, the globe-trotting imbiber. Wouldnt you know ithes in Barbados trying some rum punch! We have a new feature called Hot Spots by Thom McCorkle and it starts off at the W South Beach, a true hot spot. Dont miss the original feature story, Prohibition: Then and Now, by our own designer, Kester Cockrell. It is a fun, informative look at past and present-day prohibition goings-on. Of course, there is much, much more so get inside and enjoy! Heres saying goodbye to Old Man Winter, even though he was pretty nice this year, and welcoming in the best season of allspring! We always welcome your comments and letters.

Brittany Misra - brittanymisra.comSonny Chau - notoriouspirates.com

Mike RavenManaging Editorin the Mix Media


Interested in obtaining Tonys services or products for your

brand company, hotel, or restaurant?

Contact Andrea Day702-218-1989

[email protected]

For a complete list of Tonys books, products and bar tools:

www.themodernmixologist.com


The dictionary defines authenticity as something that has truthfulness of origins and attributions, is worthy of belief, and conforms to fact.


The 18th Amendment to the United States Constitution prohibited the manufacture, sale, transport, import, or export of alcoholic beverages. Upon ratification of the amendment by the states, Congress voted its approval in October 1919, and enacted it into law as the National Prohibition Act of 1920. Drafting of the amendment and of the bill was the work, in large part, of Wayne Wheeler, the legislative lawyer of the Anti-Saloon League. The duty to sponsor the bill before Congress fell to the chair of the Judiciary Committee, Andrew J. Volstead, U.S. Representative from the Minnesota 7th Congressional District. albany.edu


1.2.3.4.5.


Lights Broadway BrightenonThe


B a y B r e e z e maryland


montana

M o n t a n a C o c k t a i l


West virginia

R e b e l Y e l l


Tim Hanni MW

A wine and hospitality industry consultant, educator, and consumer researcher. He has worked in the wine industry for more than thirty-five years and is one of the first two resident Americans to successfully complete the

examination for, and earn the credential of, Master of Wine. He is also a professionally-trained chef and a Certified Wine Educator accredited by the Society of Wine Educators. Hanni is renowned for his unique perspective on food and wine, as well as his work on developing a better means for understanding consumer wine preferences, attitudes, and behaviors. He has lectured in over twenty-seven countries around the world on the topics of flavor balancing, sensory sciences, wine, and culinary history. timhanni.com

A really bad experience usually results from a couple of things falling into alignment:1. Having food that is high in sweetness and/or

umami results in a very predictable reaction akin to brushing your teeth and drinking orange juice.

2. Having a wine you dislike in the first place and the flavors of the food magnifying the unpleasant character of the wine.

Here are recommendations for wines to match with Peking duck, proffered by experts weighing in on a message thread asking for ideas: Riesling, a sauvignon blanc or chteauneuf-

du-pape, Oregon pinot noir, dolcetto and ripe vintages of rosso di Montalcino, sangiovese, Australian 100% pinot meunier champagne, Alsace blends, a big ol Pride cabernet, sparkling cabernet, gewrztraminer, grenache, a good Portuguese wine from Douro, or dry ros, especially ones based upon Rhne red varieties like grenache, and syrah or Italian varieties like barbera and sangiovese.

Holy moly! Everyone is simply weighing in with their favorite wines. Basically everyone just conjures up the dish, conjures up the metaphorical match, and then goes to the mental rolodex of wines they love in their heads and comes up with their choice. The process is not based on any realityjust our fertile imagination and personal wine favorites. Note there is nothing wrong with this, but just what the heck is the average consumer supposed to do with this information? You can bet that all contributors would defend their choices, AND you can bet that if it is a wine you love, it will be great with the Peking duck. AND if it is not a great match, a dash of soy sauce (which is erroneously referred to as a wine enemy) and a tiny squeeze of lemon (for those who are more highly sensitive to bitterness) will set the dish right with any of the wines recommended. A simple means to get consistently great results with wine and food:1. The wine must be in the realm of a wine you

would enjoy. If you hate high alcohol zinfandel, white zinfandel, pinot grigio or whatever, then it WILL be terrible, with your food or without.

2. The more emotionally you are tied to wine and food matching, the more likely it is the imaginary wine and food matches you conjure up will work together. This is a psychological phenomenon and self-fulfilling prophecy of wine and food

matching, not an experiential reality.3. The more hypersensitive you are, the more

likely you will get a bitter reaction from strong (high extract, higher alcohol) wines with foods that have lots of umami. A tiny addition of lemon and salt will cure most negative reactions, but you dont tend to favor huge reds or oaky whites in the first place and usually stick to the wines you love the most.

4. The more tolerant you are, the more you will love big, extracted reds with whatever you are eating, and it is less likely you will get any bitter reactions. You just want big, red wines and you know who you are! A delicate riesling with sushi is not in the cards for you.

5. If you love the metaphorical matching of heavy wines with heavy foods, and searching for that ultimate synergy when the wine and food elevate the experience to a whole new level, complementing and contrasting the flavors and textures, then keep on doing that. Just understand that the experience is personal, subjective and mostly all in your head!

It is time to radically address the role of enjoying wine and food together. Things are completely out of control and the misinformation, false premises and misunderstandings are at an all-time high. Go ahead: spend a week diligently trying the WRONG wine with your food, or vice versa. You will be surprised at the success you and your guests have finding delicious matches you never imagined.


GARY VEGAPresident / Managing Partner

Cutting Edge Marketingcuttingedgemarketingllc.com


Kip SniderDirector of Beverage

Yard House

Jim MeehanHead Mixologist - PDT NYC

AuthorThe PDT Cocktail Book

Christine Sismondo

Author America Walks

into a Bar

David WondrichAuthor

Punch: The Delights (and Dangers) of the Flowing Bowl


Noah RothbaumEditor-in-Chief - Liquor.com

AuthorThe Business of Spirits

Doug FrostWine Consultant

Michael RoperCo-owner

The Hopleaf(Chicago)

John SzaboWine Consultant

John HansellEditor and Publisher

The Whisky Advocate Magazine

99in the Mix www.intheMixMagazine.comPlease enjoy responsibly Diageo 2011

in the mix magazine - summer 2012

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