Inside
2 INDUSTRY INSIGHT
BIN
By Alan Forester, CPA, Attorney
20
4 INDUSTRY REPORT
UNCERTAIN TIMES
The economy might not be at its
peak, but mixed signals shouldn't
deter retailers and restaurateurs
this holiday season
12 NEW PRODUCTS & PROMOTIONS
14 CATEGORY FOCUS
AFTER DINNER BOOST
Increasing sales of Grappa add
value to both restaurants and
retail outlets
20 COVER FEATURE
PEGGY JOHNSON:
THE ICE WOMAN COMETH
While SÏKU Glacier Ice Vodka
4 bridges the gap between pristine
ancient ice and modern spirit
innovation, its founder strives to
bridge the industry gender gap
34 INDUSTRY EVENT
THE ART OF FOOD & WINE
36 40
14
36 COMPANY PROFILE
THE D'AQUINO ITALIAN
IMPORTING COMPANY
Now that’s Italian…and still going
strong after three decades
38 COMPANY PROFILE
SNOW QUEEN VODKA
TAKES A NEW COURT
A new regime at Marsalle Imports
is taking shape to help grow the
Snow Queen brand
40 HOLIDAY GIFT GUIDE '08
54 BRAND PROFILE
BLUE ICE VODKA IS OUT,
AND IN A BIG WAY!
Blue Ice reveals itself to be a
revolutionary American player
in today’s “vodka wars”
58 INDUSTRY REPORT
POST-PROHIBITION
75 years later, the beverage
alcohol industry continues
to evolve
58
INDUSTRY INSIGHT BIN
Beverage Industry News
BY ALAN FORESTER, CPA, ATTORNEY VOLUME 94, ISSUE NUMBER 29
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 PEGGY JOHNSON:
THE ICE WOMAN COMETH

WHILE SÏKU GLACIER ICE VODKA

BRIDGES THE GAP BETWEEN

PRISTINE ANCIENT ICE AND

MODERN SPIRIT INNOVATION,

ITS FOUNDER STRIVES TO BRIDGE

THE INDUSTRY GENDER GAP

Written by Elyse Glickman

T
There are a lot of ultra premium vodkas out there, com-
plete with jazzy promotions, excellent distribution systems
for on and off-premise accounts and trend-setting packag-
ing. However, how many of them can actually claim they are
“cool as ice?” Sïku Glacier Ice Vodka can, as Greenland glacier
ice is an integral ingredient and distinctive aspect of the produc-
tion process. The fact that the ice is shipped to Denmark, the
distillation process is completed in Holland while its business is in
Canada doesn’t hurt, either.

Even with this uniquely international way to put
a world class vodka into a bottle and onto a
shelf, it can be said one of the coolest things
about Sïku is the fact that its CEO, Peggy
Johnson—a veteran player in the packaged ice
and bottled water industry with an international
reach—is a woman executive in a still male-
dominated field. Though hard work and a
unique concept helped Johnson reach the pinna-
cle of spirits industry success in a relatively short
period of time, she remains soft-spoken and
modest about her accomplishments, and prefers
to maintain a clear focus on a vodka and even-
tual product extensions that are markedly differ-
ent from other superb competitors.
JOHNSON’S LIQUID ASSETS
Johnson traces her success back to being one
of the founders of a packaged, ice and bottled
water family business along with her brother
Robert and other family members. In addition
to developing an international Rolodex of con-
tacts (some who would figure into the early suc-
cess of Sïku Vodka), she wore many other hats
in her earliest corporate venture, including
numerous corporate activities such as business
planning, capital raising, acquisitions and IPO
planning. The constant stream of networking
and meet-and-greets ultimately led Johnson to
her business partner, Guido Frank of Germany,
whom she found to be a kindred spirit for
unearthing a new spirits venture.
“In order to succeed in a venture like Sïku.
one must have an entrepreneurial spirit, the
ability to never lose site of your objectives, the
ability to take rejection, a good business plan
and an incredible work ethic,” affirms Johnson.
“(Frank) and I felt that the consumer would
accept a new method of creating an ultra pre-
mium vodka, using our proprietary ice-blending
process where we craft Sïku directly from ice.
As a result, Sïku is the only vodka in the world
that becomes liquid at -25 degrees Celsius
without ever becoming water.”
Johnson also emphasizes that when sourc-
ing the key ingredient, they do not isolate the
pure water of Greenland for the vodka.
Instead, they only use glacier ice from the
Qalerallit Sermia Glacier in Greenland, with
ice that is up to 60,000 years old. To further
freeze this exclusivity permanently, parent com-
pany Premium Glacier signed an exclusive
agreement for worldwide rights to market prod-
ucts made from the ice and water of
Greenland's glacier ice cap. As Greenland's
ice cap represents 9% of the world's freshwater
resources, it is one of the few sources of fresh-
water not contaminated by industrial or agricul-
tural pollutants.

Peggy Johnson, CEO, Premium Glacier Îce Inc. Photo Courtesy of Tom Donahue.
“In order to succeed in a venture like Sïku. one must have
an entrepreneurial spirit, the ability to never lose site of your
objectives, the ability to take rejection, a good business plan
and an incredible work ethic...”
The pivotal agreement that makes Sïku
Glacier Ice Vodka possible is between
Premium Glacier Inc. and Greenland Ice
Cap Productions, the only company grant-
ed the concession by the Greenlandic
government to harvest ice from the
Qalerallit Sermia Glacier. The 20-year
renewable agreement represents the first
time that ice and water from this naturally
pure, unpolluted glacier will become
available to the world's consumers.
“This agreement will open up the pris-
tine ice and water of Greenland's ice cap
to consumers and companies who want
the best,” said Johnson at the time of the
signing. “Independent tests have verified
the glacial ice and water is of an unparal-
leled quality and natural purity when com-
pared to any water on the market today.”
COLD, HARD CASH
WELL SPENT
Before Johnson, Frank and their team
22 BIN 2 0 0 8 • I S S U E
— Peggy Johnson,
CEO, Premium Glacier Ice Inc.
could freeze their assets and solidify
Sïku’s existence, a lot of work had to be
done to generate interest in their vodka,
especially given the current crowded
state of the category. However, Johnson
insists her challenges were based more
on financing and personal health issues
than on any gender biases. Her goal
was not to prove herself, but prove that
Sïku Glacier Ice Vodka could live up to
all of the mountain-high expectations for
ultra premium vodka and endure once on
the market.
1 0
“As you might expect, financing was
the biggest hurdle, but that is always prob-
lematic with a start up regardless of gen-
der,” she states. “In the midst of the proj-
ect I experienced a massive cerebral
aneurysm, which brought additional diffi-
culties of its own. However, we survived,
and we have attracted quality people to
the Sïku venture like Peter Boosalis of
BrandOptix in Minneapolis. Whenever we
relay the story behind the plans for Sïku,
most people are instantly captivated and
interested in becoming involved in our
vision of creating an international brand
surrounding the mystique of Greenland’s
glacier ice. We have assembled a very
good team of outside industry profession-
als and are continuing to bring people on
board as our markets expand. We feel
very fortunate to be able to attract the cal-
iber of people that we have.”
In her eyes, Sïku is a true David Vs.
Goliath success story—a young company
positioning themselves fearlessly against
major giants. While Johnson says it has
tested her team’s ingenuity and sharpened
their creativity, the collective commitment
shines through in marketing and promo-
tions, which includes gaining distribution
and visibility through high profile events.
“Gaining distribution always takes
longer than you initially anticipate,”
Johnson muses. “We have to win over dis-
tributors in each market one by one so it
takes time and patience. The first com-
ment from newcomers is usually, ‘not
another premium vodka!’ However, once
they have the opportunity to taste Sïku and
hear about Sïku’s incredible heritage and
its origin, distributors are willing to listen.”
Photo courtesy of GreenlandTourism.com.

“We will not destroy the
A WORLD CLASS EFFORT FOR
A WORLD CLASS PRODUCT
While the process of getting the
Greenlandic Government to rewrite legisla-
tion to allow for the export of glacier ice
out of Greenland was a complex and
epic process (as ice is considered a natu-
ral resource of Greenland), this is only part
of Sïku Glacier Ice Vodka’s story and mys-
tique. The rest of the process, from the
shipping of the ice to the distillation and
ice blending to the bottling and packag-
ing, ultimately renders Sïku Glacier Ice
Vodka “a true spirit of the world.”
Once the required quantity of the pre-
is crafted in small batches. The bottle,
meanwhile, was designed in the US by
Peter Boosalis of Minneapolis, who has
extensive involvement in the alcohol indus-
try. The bottle’s virgin glass is blown in
France by a major industry glass producer,
Saverglass, and decorated in Germany by
Deco Glas.
However, the journey the product
makes, from ice to spirit, is just as impor-
tant to vodka connoisseurs and discerning
distributors. Under the watchful eye of a
master distiller at the Distillery, the ice is

glaciers as we harvest our cious ice is sourced, blocks of ice weigh-

ice directly in front of our
ing several tons are transported by boat to
the factory in Narsaq, Greenland. This trip
can take two hours and is dependent
combined with a five-times distilled ultra-
premium grain alcohol using a proprietary
ice-blending process whereby the ice turns
to vodka without ever becoming water.

glacier, the Qalerllit

Sermia glacier, as it
calves... we’re not only
working to produce the
purest and best vodka
available, but also do it
responsibly.”
upon the difficult weather conditions that
often plague Greenland. Upon arriving at
— Peggy Johnson, the plant, the glacier ice is processed and
CEO, Premium Glacier Inc. packed into 44 pound bags, palletized,
shrink-wrapped and placed in cold stor-
age ready for shipment by reefer units.
When aboard Royal Arctic Shipping Lines,
it begins its one-week voyage across the
Atlantic Ocean to Aalborg, Denmark.
Upon arrival on the European conti-
nent, the ice is unloaded and trucked to a
cold storage facility in The Netherlands,
which is approximately five kilometers from
the Toorank Distillery in Didem, where the
ingredients are assembled and the vodka
The ice and alcohol become liquid at –25
degrees Celsius and a naturally occurring
vodka is born. The tanks containing the
new born spirit are then allowed to rest for
24 hours. During this rest period, the
40% ABV ultra-premium Sïku develops its
ultra-premium character, so smooth that it
can be enjoyed neat.
It takes another five days for Sïku
Glacier Ice Vodka to reach the appropri-
ate bottling temperature. Upon the bottles
passing through the automated filling line,
Sïku is packed into cases of six, palletized
and warehoused at the distillery ready for
shipment.

24 BIN 2 0 0 8 • I S S U E 1 0
 FIRE AND ICE
The creation of the bottles is also a great
part of the Sïku story, especially as many
on- and off-premise professionals know that
what goes on and around the bottle can
effectively sell what’s inside the bottle,
especially when dealing with trend-con-
scious consumers. Between the bottles
being produced in France and decorated
in Germany, the Sïku bottle comes togeth-
er through a multi-stage process. There is
the first printing of the four color process
for the body of the bottles (blue, green,
white, grey), followed by the bottles being
fired for approximately two hours at tem-
peratures reaching up to 1148 degrees F.
The bottles cool for three to four hours, and
during the cooling process, the screens for
the second printing are prepared.
In the second stage of bottle decoration,
the neck is printed in the four-color process
at the same time that the distinctive plat-
inum outline is applied around the Sïku
logo. Due to the very tight registration
required for this step, an optical system
adjusts the positioning of the bottle while
the machines have to work at a very low
speed to ensure precision results. The
bottle is fired again, for another two or
more hours at approximately 1148
degrees F. Once the bottles have cooled,
the image-making presentation is complet-
ed with the application of the translucent
ice-green coating to the bottom. The final
firing of the bottles lasts for 30 minutes, at
approximately 446 degrees F. Finally
after multiple firings the Siku bottle is ready
to be filled with its icy world class vodka.

SEEN IN ALL OF THE

COOLEST PLACES
With so much effort poured into the cre-
ation of Sïku, it is no surprise that Johnson and
her team have been aggressive and yet selec-
tive into how they have gained exposure and
garnered a buzz for the emerging brand.
“We have been working with, and have been
associated with such well-known and well
respected organizations as The Taste Of The
NFL and National Geographic,” she says.
“These early associations gave us and the
brand credibility, and for that reason, we will
continue looking for promotional opportunities
with the right people and groups. Furthermore,
we have achieved considerable brand-building
through participation in special events and
trade shows in which the Sïku brand has been
prominently presented.”
Because Sïku is, literally, ice, Johnson
points out that all account launches and spe-
cial event displays are accompanied by an
ice sculpture. Naturally, at exclusive VIP and
celebrity-driven public events like The Taste of
NFL, more than 2,800 consumers enjoyed
their first tastes and cocktails with Sïku
Glacier Ice Vodka from an elaborate ice bar
as well. Co-sponsoring other events including

26 BIN 2 0 0 8 • I S S U E 1 0

Photo Courtesy of Tom Donahue.

magazine launches, art shows, fashion
shows and festivals have driven interest
and sales.
Sïku recently received rave reviews
from attendees when the vodka was show-
cased during the TFWA World Exposition,
the global forum for the duty free and trav-
el retail industry held in Cannes, France
October 27 to 31. Attendees were invited
to experience Sïku after it was poured
through an elaborate ice luge and served
in glasses filled with pieces of real
Greenlandic glacier ice from the same gla-
cier that Sïku originates from. People could
be seen “listening” to their drinks as they
could hear the sizzle of the compressed Team Siku celebrates in Cannes during Tax Free World Association 2008. Photo courtesy of www.visuel-photo.
oxygen escaping from the ancient ice. This
was certainly not an everyday ordinary
launches in restaurants and lounges in the end grocery chains, including Gelson's,
occurrence in Cannes! Interest in Sïku
various markets that we open. We uti- BevMo, Ralphs and Luckys. Thanks to
Glacier Ice Vodka in Europe, Latin
lize ice and ice carvings to enhance the our distribution and marketing efforts.
America and Asia as in North America
story surrounding our vodka.” Sïku Glacier Ice Vodka can now be
continues to grow.
As it turns out, the story, along with the found in over 1300 stores throughout the
Just as she politely downplays recogni-
proprietary ice blending process and the Golden State.”
tion of being a successful woman in a
ensuing quality has resulted in a number of Siku Glacier Ice Vodka is catching on
male-dominated business, she also insists
honors and awards, including the Santé with Hollywood decision-makers and trend-
Sïku Glacier Ice Vodka is not a gender-
Gold Star Award (2005, 2006, 2007 setters, especially as it has found a home
specific spirit.
and 2008) and medals at the 2006 at Nic's of Beverly Hills, one of LA's pre-
“Sïku is meant to be enjoyed by all
International Review of Spirits and the mier martini bars. The trendy restaurant
who appreciate quality,” she insists. “Sïku
2007 San Francisco World Spirits and bar features Sïku in its famed “VOD-
is made from glacier ice and ice is an
Competition. It also was included in the BOX,” a walk in, drink in vodka freezer
important part of our key branding mes-
Steinway & Sons Owners’ Magazine spir- room showcasing the best and most
sage. We showcase Sïku by using large
its round up, where it topped the “Best of expensive and award-winning vodkas from
ice carvings at all the events we are
the Best Selection” with a score of 9/10. around the world. In Northern California,
involved in, from major trade shows to
Steinway critics praised Siku for its meanwhile, Sïku has also become a
“Balanced nose with light citrus, pleasing favorite at the Four Diamond-rated
cream and a lingering finish.” SeaScape Beach Resort, where diners at
the resort's award-winning Sanderlings and
Palapas restaurants have come to expect
A COLD WAVE the very finest.
HITS CALIFORNIA Sïku has also enjoyed high-profile
And the critics are not the only ones exposure through its being the featured
who express that the spirit made from ice vodka at the kick-off to the Mercedes Benz
goes far beyond nice. Over the past Los Angeles Fashion Week in LA and the
three months, according to Andrew Pfeffer, official vodka sponsor of the Daytime
Sïku’s Sr. VP Western Division Manager, Emmy Awards, and at parties and events
the brand’s precipitous growth in where only the coolest, most innovative
California has been, “a tremendously excit- products will do; that says a lot, so early
ing time for Sïku Glacier Ice Vodka. in the game.
Moving at a pace that is anything but gla- “We have participated in numerous
cial, Sïku has grown from virtually nothing, tastings and events in the L.A. area benefit-
to a vodka with distribution in several high ing everything from the fashion industry to
28 BIN 2 0 0 8 • I S S U E 1 0
COOL HOSPITALITY:
SÏKU SIGNATURE DRINK RECIPES
Sïku’s now famously balanced nose
with light citrus, pleasing cream and
a lingering finish makes it an ideal
foundation for a variety of cocktails,
from the simplest glasses to
gourmet mixology creations.

BLUE SÏKU (AKA) BLUE ICE

11/2 oz Sïku Glacier Ice Vodka
11/2 oz fresh Lemonade
11/2 oz Pineapple Juice
1/2 oz Dekuyper Blue Island — just
enough to give it the glacier blue color
(Blue Curacao may be substituted
if necessary)

Add ingredients into a shaker half filled with

ice. Shake well and serve in a sugar rimmed
martini glass.

ICE CRUSHER
2 oz Sïku Glacier Ice Vodka
Splash over ice in a brandy snifter
ICETINI
2 oz Sïku Glacier Ice Vodka
Splash of Ice Wine or Eiswein (Germany)
or a sweet dessert wine
Pour into a shaker half filled with ice. Shake
well, strain into a chilled martini glass.
Garnish with cocktail pick of frozen
sugar-coated grapes.
SWS sponsored Vodka and Caviar event held at the Sardine Factory in the Monterey/Carmel area.
Pictured L-R: Annie Sayous, Central Coast Promos and Andrew Pfeffer, Sïku's Sr. VP Western Division Mgr.
the Sustainability and Rebuilding of New
Orleans to the opening of the new Eli
Broad Theater in Santa Monica and the
backing of local and national artists,”
points out Pfeffer. “We also were a main
sponsor of the Skylar Neil Annual Golf
Tournament benefiting The Skylar Neil
Fund. We have participated in distributor
backed events, such as the SWS Spirits
Show, as well as being one of the official
supplier sponsors of the recently held Art
of Food and Wine in Palm Desert
November 6-9. In Northern California,
meanwhile, we exposed Sïku to all the
major buyers in the Monterey/Carmel
area at the SWS sponsored Vodka and
Caviar Event. We always become the
main attraction due to the creativity of Ice
Sculptures, which signify and represent the
concept of ‘Sïku is Ice.’”
Additionally, Pfeffer notes that the com-
pany is currently running dry demos at all
the Grand Openings of the new BevMo
stores throughout California. In November,
Sïku started running demos and will be
featured in all the Gelson's Stores in
Southern California.
“We evaluate each and every event
individually, and do our best to insure that
the consumer knows what they’re drinking,
and the servers understand what makes
Sïku Glacier Ice Vodka so unique,” com-
ments Pfeffer. “Everyone from the 21 year
old who wants to be hip, to the more sea-
soned veteran who has interests ranging
from Art to Fashion and Charity. The
word gets around quickly and people start
to realize the flavor and superiority of
Sïku. When we do an event, especially
one that features ice carvings, it creates
an amazing buzz and a good deal of sur-
prise. I think the events we are doing are
key to us gaining exposure to the con-
sumer. In addition, we have shown
tremendous flexibility with our distributor
and their salespeople. We will work
closely with on-premise accounts, such as
Seascape Resort, a 5 Star Resort in Aptos
that likes Sïku. Seascape Resort believes in
the brand and will feature Sïku Glacier Ice
Vodka on drink lists and on the back bar
using our Siku lighted bottle glorifier.”
In terms of day-to-day exposure,
Pfeffer says it is also important to keep the
reps focused on the key Vodka accounts
to make sure Sïku is a player in addition
to keeping the POS hanging on the shelf
and on the bottle. He also adds that it

30 BIN 2 0 0 8 • I S S U E 1 0
helps allowing the consumer to taste Sïku
without making a huge investment. The
distributor and the team also have key
roles in the brand building success.
“Shawn Hackbarth in Northern
California and Sarah Johnson Shopay in
Southern California are working tirelessly
to gain distribution and get retail support,”
Pfeffer stresses. “This happens by having
one on one relationships with buyers and
the Southern Wine & Spirits California
sales team and management. We are
keeping ourselves flexible with our distribu-

Photo courtesy of GreenlandTourism.com.

tor and the retailer or chain by putting
together aggressive programs. In addition
we are also being flexible to the needs of
the chains. We want to be partners with
them, as well as our retail, on and off sale
accounts and our distributor. This way, the
customer knows they are number one. If
they can make good margin on Sïku, then
why try another Vodka?”
Even with such focused efforts, howev-
er, the biggest challenges the company
faces is getting consumers and retailers to
change brands. While many retailers do
not want to shell out cash for brands they’re
not familiar with, the secret of Sïku is in
“breaking the ice” with the clients; being
personable, having relationships with key
accounts and standing behind the brand.
“We also face the challenge of the
distributor having so many Vodka brands,
the salesperson has a lot on their plate,”
Pfeffer says. “We try and combat this by
being professional, working as a partner,
developing the right combos, and running
aggressive incentives to get their attention.
When the distributor believes in the brand,
and the salesperson presents Sïku Glacier
Ice Vodka, we rarely get a ‘no.’ The quali-
ty of the vodka, the beautiful package
combined with Sïku’s smooth taste and
incredible heritage make it a compelling
story. Consequently, chains have been
supportive, as we’ve gained new distribu-
tion at Gelson's, Lucky’s, Save Mart,
BevMo, Ralphs, and we will soon be in
Jon’s Markets. The price is competitive with
the other Ultra-Premium Vodka brands, and
32 BIN 2 0 0 8 • I S S U E 1 0
we are offering a way for the consumer to
be unique and be the ‘first on the block.’”
ON THE HORIZON
Thanks to Premium Glacier, Inc.’s exclusive
contract for glacier ice and water from the
Qalerallit Sermia Glacier the Sïku product
line will feature Sïku Glacier Ice Vodka, a
truly unique 40% ABV Ultra Premium
Vodka, produced in the Netherlands as
well as other product lines that are being
developed. Johnson also mentions the
company recently introduced additional
sizes of the vodka into the European mar-
ket and will be introducing these addition-
al sizes to the North American market in
the near future.
All told, however, flavored vodkas are
not going to be a part of the mix, for obvi-
ous reasons. “Flavors may be an impor-
tant segment of the premium vodka cate-
gory but we are more interested in focus-
ing on Sïku’s pristine glacier ice heritage,”
Johnson insists. “We are aiming to attract
the vodka enthusiast who appreciates the
finest quality. Period.”
Even with progress moving far faster
than a glacier’s pace, Johnson recognizes
that it is important to protect the grand
past of the Greenland glaciers, not only
for the future of the brand, but the future
for the entire world.
“We are donating to research global
warming and glacier dynamics in
Greenland,” she adds. “We de not
destroy the environment as we harvest our
glacier ice directly in front of the
Qalerallit Sermia Glacier, as it calves
(detaches from the glacier) into the ocean.
A portion of the proceeds from the sale of
Sïku Glacier Ice Vodka will be contributed
toward research in the area of glacial
dynamics in Greenland. Greenland’s gla-
ciers deliver large quantities of freshwater
to the oceans, so the implications of cli-
mate change are serious. Therefore, we’re
not only working to produce the purest
and best vodka available, but also to do
it responsibly.”
Siku Glacier Ice Vodka ice blended
from Greenland’s glacier ice and distilled
5 times is perhaps the smoothest tasting
vodka in the world. For more information,
visit Sïku Glacier Ice Vodka by emailing
info@Sïkuvodka.com or checking out the
company web site, www.Sïkuvodka.com.
 INDUSTRY EVENT

THE ART OF 1
FOOD & WINE

T
he third annual Art of Food & Wine
Palm Desert took place Nov. 6 through
Nov. 9 on the grounds of the Desert
Springs JW Marriott Resort & Spa. The four-day
festival featured wonderful wines and spirits from
around the world, delicious foods prepared by
local restaurants as well as lifestyle and cultural
seminars on wine education and classic cocktails.
The impressive list of presenters included wine
2
and spirits experts Philip di Belardino, VP of
Wines, Banfi Vintners, David Nepove, Director
of Mixology, Southern Wine & Spirits, and David
Strada, Sommelier (US representative of the New
Zealand Winegrowers). The Art of Food & Wine's
main event, Grand Tastings, showcased 40 winer-
ies and over 100 wine and spirit labels. For more
information, please visit artoffoodandwine.com.

3 4

5 6

Pictured L-R: 1. Vince Martin and Frederick Brand, District Mgr. of Dailys
2. Stefanie Bonner, Carolans Irish Cream spokesmodel 3. Diageo Chateau & Estate
Wines 4. Ross Simon, Arizona Brand Ambassador, and his wife, Christiana,
spokesmodel, and Marcelo Loureiro, So Cal Market Mgr., Sagatiba Cachaça 5. Sarah
Shopay, So Cal Regional Mgr., Shawn Hackbarth, No Cal Regional Mgr., and
Andrew Pfeffer, Sr. VP Western Division Mgr., Sïku Glacier Ice Vodka 6. Melissa
Price, District Mgr., Skyy Spirits, along with Skyy brand team.

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 COMPANY PROFILE

D'AQUINO
ITALIAN IMPORTING CO
Still Going Strong After Three Decades

W
hen many beverage industry companies hit a milestone
anniversary, the talk is often focused on the new things they
plan to do to keep up with the competition. However for
The D'Aquino Italian Importing Company of Duarte, CA, the ultimate focus
is on doing more of the same things that made them a solid, off-premise
Gaetano D’Aquino with daughter, Sonia
focused wine purveyor—but on an even bigger level.

Says company founder and patriarch Gaetano
D’Aquino, “We have worked hard to develop
lasting relationships where (people at our
accounts) trust and believe in what we’re
doing, based on our values of honesty, consis-
tency and loyalty. We loved the ongoing
opportunity to introduce American wine
drinkers with our retailers to the Italian cul-
ture through our wines, and worked closely
with our client stores to bring these experi-
ences to the people via our family brand.”
Fabrizio Renna, the company’s VP of
operations, emphasizes that the production in
2008 for most regions in Italy was a bountiful
one thanks to favorable weather conditions
and excellent fruit. The Pinot Grigio and
Chianti continue to be the largest sellers for
D’Aquino in the U.S. market. “We carry
Chianti DOCG’s (the top tier of wines), the
Traditional Chianti Flask-straw bottle,
Chianti Riserva and Chianti Classico
Riserva,” he says. “We've also been getting
great response to newer varietals from
Southern Italy, including Nero D'Avola from
Sicily, Aglianico from Puglia, Vermentino
from Sardegna, Castelli Romani from Lazio
and Asti Spumante DOCG-- Italian
Champagne, regarded as the ‘bubbles of
dreams.’ For many years, Americans have
been celebrating with our Gaetano D’Aquino
Asti Spumante, as we are on the occasion of
our 30th Anniversary.”
According to Patricia D'Aquino-Renna
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(daughter and Vice President of Sales and
Marketing), the steadfastly family owned-
and-operated company provides fine Italian
wines mostly under their own labels to such
major retail forces as Costco, Sam’s Club,
WalMart, CostPlus, Trader Joe’s, Safeway and
Albertson’s. And while their influence has
grown from their Southern California hub
into to the rest of the U.S., they moved into
the Mexico market in 1996, and into Canada
not long after that. At press time, their busi-
ness in the U.K. and China was also on the
rise. However, D’Aquino-Renna expresses
that the strength of the family business and its
enduring success lies at its very core.
Adds the senior D’Aquino, “We have
strived to maintain and stabilize our consumer
prices, but still provide those consumers with
great wines as well as provide our accounts
with products that satisfy that demand.
Though we sell over two million cases per
year today, during the production and distri-
bution of our products from our sources in
Piemonte, Veneto and Tuscany and other
regions, we have all eyes and ears open to pro-
tect our consumers and only bring the highest
quality products to market.”
He also says that because they do not
have outside people in the field, they are
“proudly accountable” for everything they put
out from the actual bottles of wine to the
services they provide for their accounts in
terms of shipping, storing, displays and other
key issues. In fact, they are so committed to
keeping their image consistent, they prepare
all of the presentations by themselves.
“We’ve never altered our goals, our pas-
sion for wine or our love for those we work
with in our industry,” he elaborates. “This
extends not just through me, but my daugh-
ters Patricia and Sonia, and son-in-law
Fabrizio Renna. Every day presents a big
opportunity to introduce new wines to the
consumer and, really, something for every-
body.”
While Piedmont, Veneto and Tuscany are
main production regions for D’Aquino’s
wines, father and daughter note that they
have exciting new wines coming out of Sicily,
Puglia, Lazio, Verona and other regions. This
is partially in response to the steadily increas-
ing demand for Italian wines in the U.S. mar-
ket. D’Aquino-Renna also points out that 7%
of total Italian wines exported is purchased by
North America. There has been a 33%
increase in volume of all production of Italian
wines in the last decade, and Italy remains the
top importer of wine to the US.
“We’re celebrating our 30th anniversary
this year, and while we are committed to
keeping our clients happy with our quality
wines in the immediate and distant future, it
is important to my father to thank our cus-
tomers for their continuing support over the
years and reflect on the history and the prod-
ucts that have made us strong,” she says.
 SNOW QUEEN VODKA
TAKES A NEW COURT
A new regime at Marsalle Imports is taking shape
to help grow the Snow Queen brand more effectively.
S
now Queen vodka, as you have seen in our
pages, was one of the great spirits success stories
of 2008. The first “dynasty” of rulers used high
profile personality and high profile tactics to crown
Snow Queen one of the year’s products-to-watch.
However as things progressed, Marsalle Imports, which
shared the responsibility of bringing the ultra-premium
vodka into U.S. markets, decided it was time to make
some management changes that would ensure the con-
tinued success of Snow Queen which involved some
significant streamlining.
As can be expected with a major change in corpo-
rate policy, there have been rumors floating around
“...under our about the fact that the “Queen” had left the building,
management we so to speak. However, Marsalle Imports’ President
Jimmy Todd is adamant in assuring clients and distrib-
plan to move the utors that the company’s recent businesses decisions
will instead protect and propel Snow Queen’s growth.
brand further “We will continue to be strong in the on-premise
market, as our brand was initially built in the on-prem-
forward on a ise segment throughout the country,” says Todd. “In
2009, we are gearing up to make similar in-roads in the
retail level with off-premise/retail segment as well. While we plan to
maintain the success with the on premise accounts that
both independent the previous management for Snow Queen had estab-
lished, under our management we plan to move the
stores and brand further forward on a retail level with both inde-
pendent stores and national chains as well.”
national chains Another key issue Todd wishes to address is that
with the changeover, the objective was to shift the
as well..” focus mainly to the brand itself rather than the person-
alities of the people acting on behalf of Snow Queen.
He stresses that under the new, more streamlined group
– Jimmy Todd overseeing the brand’s growth the emphasis will be pri-
President, Marsalle Imports marily on the brand and the quality of the product
38 BIN 2 0 0 8 • I S S U E 1 0
inside the bottles. And to achieve this, there is a new
ad campaign in the works for 2009 as well as a slew of
innovative point-of-sales materials in the works for
both the on- and off-premise accounts.
In terms of the POS materials, we are coming out
with a new three to four case rack for the retail stores, as
well as napkin caddies, condiment trays and highlighted
back-of-the-bar display pieces. We are also very excited
about a new pouring device that we are designing that
will light up the whole bottle. We will continue to spend
money and do events, but we’re going to be more selec-
tive about what events we do. We are also going to show
the same kind of discretion in terms of how and where
we spend the money budgeted to advance the brand.
Through all of these strategies, we want to make it clear
to our clients that Snow Queen is not going away.”
In addition to the new strategies the hand-picked
members of the Snow Queen team will be carrying out
in 2009, Todd is also quite excited about Snow Queen’s
newly minted organic certification, which is in the
process of being incorporated into the labeling on the
bottles, and a Double Gold Medal win at the San
Francisco Spirits Competition, recognized as one of the
best vodkas in the world.
“Everything for Snow Queen is done first class,
and nothing will change on that score,” Todd affirms.
“If it is not first class, it won’t be done. I would also like
to let our customers know that they can count on a
Snow Queen rep coming through their door soon. In
the coming year, we’re going to work harder to not only
maintain what was built, but improve on the message
that was put out there in terms of selecting wholesalers,
implementing the sales and marketing strategies for
each market. Snow Queen will be on all the
shelves…that’s our goal.” 
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 POUR OF THE MONTH

Finest
CALL POUR OF THE MONTH

Southern California
Valentines Liquor Sherman Callahan, Beverage Buyer Valentines Liquor

Valentines Liquor is one of the most popular liquor retail stores
in Arcadia, California and has been providing their cus-
tomers with some of the finest wine, spirits and beverages for
the past 25 years. Located near the world famous Santa
Anita Horse track, Valentines liquor is a popular stop for visi-
tors and locals looking for unique spirits and beverages to
quench their thirst.
Store owner Armen Chemsian stocks a wide variety of
hard to find Spirits, Wines and Beer and takes pride in also
carrying a wide selection of Finest Call Mixers. "Without a
doubt, Finest Call Mixers offer the best quality and value of
any mixer products in the marketplace and our customers are
very happy with the taste and selection of the flavors avail-
able. We stock everything from Sweet & Sour to Mango and
Mojito and always recommend that our customers give the
other flavors a try.
With consumers cutting back on eating and drinking out,
we've noticed a big trend with our customers buying their
beverages and enjoying them at home. Our customers still
want to enjoy great tasting drinks as they often do at restau-
rants and bars but, are looking at doing it at a more reason-
able cost. I often give our clients tips on creating and making
specialty drinks at home and just as important as it is to use
fine spirits and ingredients, It's equally as important to have a
mix that compliments and enhances the cocktails. With Finest
Call Mixes, our customers can create anything available on-
premise and do it better at a fraction of the cost!"
"We are proud that we have been able to serve our cus-
tomers for the past 25 years and appreciate all of their con-
tinued support. Our goal is to provide our customers with a
great selection of fine wines, spirits and beverages at com-
petitive prices and provide the best customer service to them."

56 BIN 2 0 0 8 • I S S U E 1 0
 Northern California
Postino Restaurant
Postino is located in a historic brick and slate-roofed Carr
Jones designed former Post Office in the hillside town of
Lafayette. Postino’s brick walls, slate tiled floors, fireplaces
and intimate dining rooms evoke images and feelings of Italy
and the Mediterranean. The dramatic ambience at Postino is
captivating and enchanting.
Inspired by the traditions of Italy with an American inclina-
tion, Postino delivers a seasonal menu using the finest local
and imported ingredients making it the perfect place for a
family dinner or sophisticated private event. They also have 5 Bar Mgr. Mark La Franchi shows off the Finest Call products
different rooms within the restaurant that can be tailored for
private events accommodating from parties of 8, up to groups
of 55.
Some of the dinner favorites at Postino include the starter
of Postino Formaggio; Claudel Brie, Laura Chenel, Carr
Valley Menage and Gorgonzola Dolce. Next move on to the
Capellini; Angel hair pasta with butter poached Lobster, white

corn, cherry tomato, chives and chervil. For main courses try
the Anatra; pan roasted duck breast over wild rice risotto with
fresh cherry duck glace, or the Brasato of Short Ribs in rose-
mary balsamic barbeque sauce over sweet corn polenta, or
perhaps the Sicilian style Swordfish with smokehouse
almonds, golden raisins and rosemary brown butter over gar-
lic whipped potatoes.
At the Bar Postino’s mixes of choice are Finest Call which
feature a complete line of superior products from Sweet &
Sour, Grenadine, Coconut, Pomegranate and Prickly
PearSyrups, two Bloody Mary mixes, the Raspberry, Mango
and Strawberry Purees to the premium Cosmopolitan Martini,
Sour Apple Martini and Mojito mix.
As bar manager Mark La Franchi says, “Our customers
appreciate quality in the food and at the bar. That’s why we
use Finest Call products. They are the best in the business”
Postino Restaurant is located at 3565 Mount. Diablo Blvd,
Lafayette, CA 94549
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