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Posted by on in October 2017 Editions


Scotch & Bourbon, While Still Strong, are Inspiring New World Distillers 

By Jeff Cioletti

If the past decade has taught us anything, it’s that consumers have a taste for whisky that’s not likely to disappear any time soon. Overall U.S. volume has settled into a stable pattern of year-on-year growth in the mid-to-high single digits; volume was up more than 4% and revenue was up 6.4% last year, according to the Distilled Spirits Council.

Most of the volume is still coming from countries that have historically been linked with whisky production, but distillers from non-traditional nations whose spirits have been coming into their own—“New World” whiskies, if you will—are banking on drinker curiosity and palate promiscuity to gain a foothold in the market.

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Most bartenders at Max's began their tenure over a decade ago, but not Tim Christofield. Although "Scooter" – as most people know him – recently started at Max's, he's no stranger to the beer world. Now, with a newfound home, he's taking the next step in his journey to becoming an industry influencer.

The obvious first question is how Scooter got his nickname, the story is simple and gives honest insight into the work ethic and passion he shows for his craft; he was quick. Quick to learn and quick to move … Tim scooted from table to table and was fast on his feet. The name fits for his next chapter as Scooter tries to continue "scooting" people over to learn and do more in the beer world. 

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Posted by on in October 2017 Editions


Aiming to Stay Fresh & Competitive, Scotch is Awash in Innovation

By W. R. Tish

Scotch is looking and feeling more like the granddaddy of brown spirits these days. Naturally, those who craft the whisky—whether they be of the Highlands, Lowlands, Islay or Speyside—are not too keen on reinventing their spirit; but they are proving more than capable of re-framing Scotch for whisky enthusiasts: 

By tapping their existing reserves and putting on their creative caps, Scotland’s distillers and marketers continue to create “new” malts that they hope will sell at premium prices and solidify Scotch’s claim to reigning as King of Brown Spirits. Here is a look as some recent special releases from the magical land of Scotland:

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Posted by on in October 2017 Editions

This October, Martini & Rossi is introducing their Riserva Speciale Bitter Liqueur, joining the recently launched vermouths Rubino and Ambrato. Potent in flavor but not ABV, amaros are ideal for creating lower-octane cocktails.

At home and behind the bar, spritzy and still, bitter amaros are being embraced 

By Jack Robertiello

Nothing illustrates the rise of amaros (aka amari, plural in Italian) in the U.S. better than the dramatic growth of Aperol. At the start of the decade, the carmine-hued, citrusy, lightly bitter brand had even less impact on the U.S. bar world than Campari, which at that time was languishing at about 50,000 cases, a far cry from its own heyday in the 1980s. Aperol was a junior partner in the team, an afterthought, really, until the emergence of the Aperol Sprtiz.

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Posted by on in October 2017 Editions


Wolfenbüttel, Germany, once called Wulferisbuttle, claims home to one of the world's most famous spirits, Jägermeister. While most everyone in America has known its name since the 1970's, hardly anyone in the world knows its secret 56-ingredient recipe. Now, traveling the country in a mobile stage turned "Magic School Bus"/bar, David Summers (Manager of National Events) and the team at Jägermeister are giving new life to old favorites.

The History of the Master Hunter

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