US. Brown-Forman Travel Retail organised a series of special activities during last week’s IAADFS Duty Free Show of the Americas, to both entertain and educate visitors about its various brands.
On Monday 23 March, it was Tequila Time, as third-generation jimador Jose Cortes demonstrated how to harvest the blue agave used to create the Tequila Herradura portfolio.
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| Chopping agave, making barrels and talking Jack Daniel’s: Brown-Forman Travel Retail puts on a show at IAADFS | ||
Cortes has been harvesting plants since the age of 15 and is now head jimador at Casa Herradura, one of the oldest and most respected producers of tequila since 1870.
While Cortes still oversees the timing and harvest of Casa Herradura’s fine agave, his role also includes educating consumers and tequila aficionados from all around the world.
At Fort Lauderdale, he delivered a masterclass in the use of the coas – the super sharp instrument used to harvest the agave plant – and explained in detail the tequila-making process.
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Starboard Cruise Services Merchandising Assistant Maria Sotuyo concocts her winning cocktail, the “Fundky Finlandia” |
On Tuesday 24 March, Brown-Forman held a Shaken and Stirred cocktail-making competition, featuring Finlandia Vodka’s latest flavour, Finlandia Tangerine Fusion. Would-be mixologists were invited to strut their stuff behind the bar, under the watchful eye of the Brown-Forman travel retail team.
Third place went to The Moodie Report’s Commercial Director Mandy Shine, for her potent “Tangerine Shine” concoction. The runner-up was Findlay Wilson, Sales & Marketing Beverage Division for Jacques Scott & Co, for his “Fruit of the Forest” invention.
But first prize went to Starboard Cruise Services Merchandising Assistant Maria Sotuyo, for her “Funky Finlandia” cocktail, winning her a certificate, a US$200 American Express gift card, and the honour of her cocktail being served at the end of the day on the Brown-Forman stand.
On Wednesday 25 March, the event theme was Roll out the Barrel, as the company treated visitors to a barrel-making demonstration. This was complemented by a fascinating talk delivered by special guest Jack Daniel’s Master Distiller Jeff Arnett.
MORE STORIES ON BROWN-FORMAN
Finlandia realises Tangerine dream – 19/03/09
Inflight Service to list Brown-Forman brands from May – 03/02/09
Brown-Forman appoints Kevin Baker to Director of Global Key Accounts role – 21/10/08
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