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Proposed Ingredient Labels for Wine: A Step Towards Transparency and Relief for Consumers
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Ever wondered what’s inside a bottle of wine? Naturally, grapes come to mind. But isn’t it just wine, not some fruit-infused vodka mix?
Consider this—there are over 60 possible additives approved by the government that could be in wine. These include elements like gum arabic from acacia tree sap, albumen from egg whites, isinglass made from fish bladders, and even polyvinylpolypyrrolidone, which is a type of industrial glue. The term Special blend just gained a whole new dimension.
One might think it’s logical to list these substances clearly on the wine bottle’s label. But when I first advocated for ingredient and nutrition labels on wine bottles back in the early 2000s, the response from industry leaders was less than encouraging. The head of a major wine organization dismissed the idea as confusing for consumers—who, according to him, weren’t interested in that information anyway. A prominent U.S. wine journalist commented that most wine drinkers wouldn’t comprehend the details anyway.
Given such resistance, it’s no surprise that, almost two decades later, despite continuous efforts by federal regulators, wine still lacks mandatory nutrition and ingredient labelling. It’s one of the few major consumer products without such requirements. For context, during this period, we have witnessed significant historical and technological advancements—from the election of the first African American president to the mainstream adoption of doorbells with cameras and the Chicago Cubs winning their first World Series in over a century. Yet, information on wine bottles remains limited.
“For over two decades, I doubted whether my advocacy for ingredient labeling on wines would have any tangible impact,” shared Randall Grahm, a revolutionary winemaker from California who has persistently championed this cause. “The lack of interest within the wine sector made our efforts seem even more daunting.”
This year, however, marks a pivotal change. With renewed attempts from regulators to mandate these labels, the surprising twist is the industry’s lack of resistance. This shift is attributed partially to declining wine sales and interest, particularly outside the baby boomer demographic, in conjunction with a surplus of unsold and unharvested grapes. It appears the industry is now willing to experiment with transparency in labeling, hoping it might alleviate some of their financial difficulties.
I can only echo the sentiment that disclosing ingredients in wine is a logical step. It is regrettable, however, that it has taken two decades to reach this conclusion.
The push for ingredient labeling began roughly in 2003 when the Tax and Trade Bureau, part of the U.S. Treasury Department responsible for alcohol regulation, introduced this initiative. Given alcohol oversight falls under their jurisdiction rather than the Food and Drug Administration, they aimed to replicate the clarity seen in grocery staples like ketchup and cream-of-mushroom soup through a comprehensive ingredients listing on alcoholic beverages including wine, beer, and spirits. Michael Kaiser, involved in government affairs with the Wine America trade group, recalls the origin of this regulatory proposal, though details of the exact time seem faded by years.
Was this request unreasonable? According to Jamie Mok, a spokesperson for the Academy of Nutrition and Dietetics, it wasn’t. “From a dietitian’s perspective,” she notes, “the goal is to educate and increase awareness about what is in our food so that individuals can make informed decisions about their health.” This may include essential details like sugar content for diabetics or hidden allergens such as eggs and nuts.
However, the backlash in 2003, which generated 34 pages of comments, might make one think the TTB was attempting to reinstate Prohibition. One notable backlash came from the Wine Institute, which argued that nutritional labels were ineffective, pointing out that obesity rates in America had soared despite their introduction in the 1990s. Such a drastic viewpoint essentially suggested discarding the proposal altogether, urging the government to consider “reasonable alternatives.”
The concept of transparency seemed to lose its value here. Grahm believed that the term reasonable was more about excusing winemaking compromises than enhancing product quality. “If winemakers had to disclose all substances used in wine production, the approach to winemaking would likely become more cautious and deliberate,” he argues. “This would not only enhance the general quality of wine but also lead to the production of more unique wines.”
Opponents also argued against ingredient listing, citing problems such as ‘label clutter.’ Winery back labels were already crowded with UPC codes and promotional text; where would nutritional facts and ingredients fit? Indeed, the industry prioritized enticing descriptions like “flavors of gooseberry and lychee nuts” over conveying nutritional data.
My preferred strategy for discussion? Wine, consumed purely for enjoyment, doesn’t necessitate informational labels! This idea stems from a viewpoint expressed in a 2014 article by two lawyers in a trade magazine that no longer exists. This argument, known as the “Wine Is Art” claim, suggests that wine should be treated differently from other consumer products, warranting an exemption from typical labeling requirements. As reported in a 2019 study, it was found that consumers felt uncertain and bewildered about ingredient disclosures on wine, which in turn, diminished its perceived naturalness.
The wine industry did have some reasonable worries, however. It was unclear how the TTB would manage to regulate labeling on imported wines, which make up about 40 percent of the wine sold in the U.S. Crucially, the requirement for annual label updates due to vintage changes could be economically draining for the approximately 11,000 small wineries across the country. While the biggest 100 wineries, responsible for 90 percent of U.S. wine production, wouldn’t be significantly impacted financially, a tiny winery producing merely 500 to 1,000 cases annually could incur considerable costs if required to update labels yearly.
Not to be overlooked were the objections from the beer and spirits sectors, particularly from craft beer producers. These producers were against listing calorie content because hop-rich craft beers can contain up to 50 percent more calories than standard beers. They also contested the TTB’s method for determining serving sizes based on alcohol content; the higher the alcohol percentage, the smaller the deemed serving size. Most beers hold about 5 percent alcohol, yet craft brews can have much higher alcohol levels. Craft beer makers resisted the idea that a single bottle of their 9 percent alcohol beer might count as two servings, contrasting with mainstream beers of similar size being considered a single serving.
Hence, the proposal remained just a proposal until 2016.
When the TTB introduced a rule permitting optional labeling, a select few international beer and spirits manufacturers adopted it, but the bulk of wine producers chose to disregard it. This decision led to two outcomes: firstly, Kaiser of the Wine America group declared the matter resolved, with those desiring labels free to use them, while others could maintain the status quo. Secondly, individuals like Grahm believed this signaled the conclusion of mandatory labeling initiatives.
However, subsequent developments over the next few years prompted the TTB to reconsider its stance, with the two leading wine industry organizations eventually offering their backing. In 2022, three consumer advocacy organizations, including the Center for Science in the Public Interest, initiated a lawsuit against the Treasury Department to enforce the implementation of alcohol labeling proposed in the early 2000s. While legal experts were divided on the lawsuit’s potential success, the action signaled to groups like Wine America the substantial consumer interest in labeling. Kaiser noted, “All market research indicates that consumers desire this. We just need to find a method that introduces labels without economically straining the industry.”
The European Union offers an example, having mandated ingredient and nutrition labeling by the end of 2023, a regulation that also applies to U.S. wines sold within its borders. To alleviate the financial burden on smaller wineries, the EU adopted a UPC code system that links to a winery’s website. This code remains the same across vintages, allowing wineries to update label information online, thus eliminating the need for new print runs.
But perhaps the most important event is the 2-year-old—and still-going-strong—wine slump and what appears to be little enthusiasm among younger cohorts for red, white, or anything else. Mok says those younger consumers prefer ingredient transparency, especially for things like added sugar and nonvegetarian ingredients. Not surprisingly, two urban myths have emerged in the past decade or so, directly related to the lack of labels: that wine is full of added sugar, when, in fact, most of the sugar disappears during fermentation; and that wine uses animal products for filtering, when almost all wine is filtered through a gravel-like product called bentonite.
So where are we today? How soon can you expect to see a proper label on your favorite bottle? The TTB has outlined a process to first add fact boxes and allergen warnings, followed by ingredient labels. It includes a period for public comment as well as what are called listening sessions, during which TTB staff can talk to producers about the proposal. The timeline is vague, says Kaiser—maybe by the end of 2025, maybe longer. And it could also change depending on the results of the presidential election in November; a GOP victory could further slow the process.
For those of us who have been waiting two decades for labels, this isn’t the best news. But a process is more than we’ve had, and as long as we keep the process moving, we can get the change we want—and that the wine business needs. Just think: In a few years, you might be able to gaze into your evening glass and fully appreciate what’s in there—lovingly harvested grapes, fish bladder derivatives, and so much more besides.
Revealed: The Price of a Beer at Michigan Football Games
ANN ARBOR — As the Michigan Wolverines defend their national championship title at the season opener this month, fans at Michigan Stadium will, for the first time, be able to purchase alcohol during the games.
An individual involved in the new arrangement discussed the details with MLive on Tuesday.
Attendees can look forward to a selection that includes beer, wine, and several canned cocktails available at various concession stands throughout the stadium. A more extensive bar service will be provided at the club and suite levels, featuring offerings from five different Michigan breweries such as Founders, with two based in Ann Arbor, and at least one imported beer option.
According to Michael Jordan, the general manager of Sodexo, which manages food services for Michigan athletics, a 16-ounce beer will be priced at $12.25. He is not affiliated with the famous Michael Jordan known for the logo on the Wolverines’ uniforms.
A glass of wine served from a box will cost around $10. The price of a canned cocktail, similar to a High Noon, is still to be determined but might be approximately $15.
At Michigan Stadium, while gates and many concessions open two hours before kickoff, alcohol sales will not begin until one hour prior to kickoff and will cease early in the fourth quarter.
During the eight home games this fall, alcohol will be available at various locations around the Big House, excluding the main concession stands which were traditionally manned by volunteers from nonprofits for fundraising purposes, such as church groups or Boy Scouts. According to Jordan, these groups have raised about $2,000 per game; last season, Michigan distributed over $1 million to these groups, and there is currently a waiting list for game day volunteering opportunities.
As per NCAA regulations, nonprofit organizations are prohibited from selling alcohol at events, resulting in 400 dedicated staff members who will handle alcohol sales at the Michigan Stadium. These concessions might also offer certain snacks, like peanuts.
Managing beer sales in an almost century-old stadium that accommodates around 110,000 fans per game presents unique challenges, such as the absence of a walk-in refrigerator. To address this, Sodexo will need to hire extra equipment to facilitate the new service.
Research indicates that making alcohol available at sports events can diminish the incidence of alcohol-related problems. This is thought to be because fans may not feel compelled to excessively pre-drink before attending. However, concerns remain. At Michigan Stadium, proof of age will allow a patron to purchase no more than two alcoholic beverages at a time and they will be given a wristband to help staff monitor alcohol consumption in the seating areas. Additionally, vendors will be trained to recognize when they should refuse to serve more drinks to a fan.
This year marks the first occasion that Michigan has sold alcoholic beverages at Crisler Center and Yost Ice Arena events starting in February. According to Jordan, the introduction was successful with few issues arising and he observed an increase in the lively atmosphere during hockey matches due to the availability of beer.
With the introduction of alcohol at Michigan Stadium, an escalation in excitement is inevitable.
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Heroic Rescue Pup “Whiskey” Saves Family from Devastating House Fire
The phrase “who rescued who?” resonates deeply with the tale of the courageous dog Whiskey. Initially saved by a family, Whiskey reciprocated by alerting them when smoke started filling their home.
Tasting Notes and Review: Knob Creek Bourbon Meets Rye Whiskey
As major players in the American whiskey sector explore new trends, the concept of combining bourbon and rye, frequently called “Bourye,” holds significant allure. This term, originated by Utah’s High West with its annual release, merges two traditional American distillery products without requiring significant investment in research and development. Although crafting a bourbon-rye blend could involve complex processes like additional aging post-blending, many distilleries choose to mix finished batches of bourbon and rye, creating a new product for the market. Ideally, such a product might offer insights into the distillery’s own spirits, though it may not fulfill this potential universally. This seems to be the case with Jim Beam’s new Knob Creek Bourbon x Rye Whiskey, where the blend seems more opportunistic than a perfect matrimony of flavors.
The idea of a Bourye from Jim Beam isn’t unappealing. However, the decision to base it on their established Knob Creek lines perhaps lacks creativity from an artistic perspective. It reflects an easily made business decision, combining only the flagship Knob Creek Small Batch (9 Year) Bourbon and Knob Creek (7 Year) Straight Rye. This approach might remind some of Smucker’s Goober Grape, where peanut butter and jelly are combined in a single jar—an idea interesting yet lacking inventiveness. There’s potential for something more imaginative.
Perhaps my expectations are unfairly high, and maybe I’m not giving enough credit to the company. Nonetheless, the Knob Creek Bourbon x Rye triggers some disappointment in me—I hoped for a blend that diverged more from the standard offerings. However, one notable aspect of this whiskey is its 56.5% ABV (113 proof), quite a bit higher than the usual 100 proof typical of most Knob Creek variants, which might indicate that the bourbon part of the blend (30%) was added at near cask strength. Priced at $45 MSRP, it still offers good value, characteristic of the Knob Creek range. In my view, the Knob Creek 12 Year Bourbon especially stands out as a top value in the American whiskey scene.
Let us proceed to explore the flavors of this Knob Creek Bourbon x Rye Whiskey fusion.
The aroma presents a dominant herbal quality, a characteristic I pinned down before learning rye whiskey constitutes 70% of this blend. Notable are vibrant citrus tones and lighter notes of candied nuts, honey, and traces of roasted oak, paired with a subtle red fruitiness typical of mature Beam bourbon. Distinct earthy spices like fennel or anise emerge prominently, accompanied by a robust kick of pepper. There’s also a noticeable presence of ethanol, which slightly stings as it dissects the nuanced fragrance.
Tasting it, the citrus note reappears, surrounded by a diverse array of peppercorns, light honey, and caramel. Interwoven are occasional hints of leather and a more pronounced herbal savoriness, enhanced with sporadic bursts of red fruit and a touch of charred firewood. The whiskey’s strength is palpable, especially in the lingering, spice-dense finish dominated by cinnamon red hots. Despite my curiosity about a potential reduction to Knob Creek’s typical 100 proof, such a change might not align with the desires of most American whiskey enthusiasts who favor strength in their spirits. Increased rye content in this blend lends a somewhat heated sensation.
From a constructive standpoint, this fusion isn’t flawed. It’s hard to critique the Knob Creek Bourbon x Rye for its quality constituents. Yet, it feels slightly mismatched to me. Either the bourbon or the rye might offer more fulfillment if featured solo. This collaboration doesn’t necessarily enlighten us with new insights about the brands involved. Ideally, it should highlight an element making the familiar profiles seem novel or distinctive. Instead, it underscores the solid foundation of Knob Creek’s mainstay products. Still, priced at just $45 for a “limited edition” offering, the risk is minimal. Fans of Knob Creek’s original lineups might appreciate this variant with little financial outlay.
Distillery: Jim Beam
City: Clermont, KY
Style: Kentucky straight blended whiskey
ABV: 56.5% (113 proof)
Availability: 750 ml bottles, $45 MSRP
Jim Vorel is a staff writer at Paste specializing in beer and spirits. Follow his beverage-related posts by following him on Twitter.
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10 Must-Try Rum Cocktails to Celebrate National Rum Day Before Summer Ends in Cleveland
August 16 is National Rum Day, so it’s a great excuse to make these 10 rum cocktail recipes.
CLEVELAND, Ohio — Summer might be winding down, but there’s still plenty of time to soak up as much as possible. Warm weather, outdoor dining and tropical cocktails are just a few aspects of the season worth savoring.
August 16 is National Rum Day, and the holiday is even more of a reason to enjoy tropical rum-based cocktails before Labor Day weekend rolls around.
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Cheers to Summer: 10 Must-Try Rum Cocktails for Cleveland’s National Rum Day Celebration
August 16 is National Rum Day, so it’s a great excuse to make these 10 rum cocktail recipes.
CLEVELAND, Ohio — Summer might be winding down, but there’s still plenty of time to soak up as much as possible. Warm weather, outdoor dining and tropical cocktails are just a few aspects of the season worth savoring.
August 16 is National Rum Day, and the holiday is even more of a reason to enjoy tropical rum-based cocktails before Labor Day weekend rolls around.
If you purchase a product or register for an account through a link on our site, we may receive compensation. By using this site, you consent to our User Agreement and agree that your clicks, interactions, and personal information may be collected, recorded, and/or stored by us and social media and other third-party partners in accordance with our Privacy Policy.
Tito’s Handmade Vodka Expands Its Reach: Launching in Duty-Free Markets Across Turkey
By DFNI Staff Writer in Brand News, Liquor & Wines – August 15, 2024 0
The new listings are at Istanbul Airport with Unifree Duty Free and additional airports in Turkey with ATU Duty Free
Tito’s Handmade Vodka has announced an expansion into duty free in Istanbul Airport with Unifree Duty Free, and additional airports in Turkey (Ankara, Bodrum, and Izmir), North Macedonia (Skopje), Georgia (Tbilisi), and Kazakhstan (Almaty) with ATU Duty Free.
In addition to these new listings, Tito’s is available in travel retail locations in major airports, cruise and ferry lines, land border stores worldwide, and almost 150 global domestic markets.
Tito’s Handmade Vodka Managing Director, International, John McDonnell stated: “As more spirits drinkers globally continue to explore and savor Tito’s Handmade Vodka, our objective is to make sure that they can locate their preferred vodka anywhere they go. These seven new listings – with additional ones forthcoming – with our partners at Unifree Duty Free and ATU Duty Free aid in introducing Tito’s to new customers who reside in and journey through these significant markets.”
Celebrating 20 Years of ‘Sideways’: Searchlight and Hitching Post Toast with Anniversary Wine Dinners and Exclusive Bottle Releases
It’s already been two decades since “Sideways” pals Miles and Jack toured the Santa Inez Valley north of Santa Barbara and Miles, played by Paul Giamatti, declared, “I am not drinking any fucking merlot!”
But what did Miles and Jack, played by Thomas Haden Church, drink instead of merlot, which was deemed too mundane for their elevated tastes? Pinot noir, and lots of it! In Searchlight’s 2004 comedy, which is set to stream on Hulu this fall, the wine-obsessed duo sip and dine at the Hitching Post 2 restaurant in Buellton. Now, the Hitching Post is getting ready for the 20 year anniversary by hosting three Hitching Post + Sideways winemaker dinners and releasing a special edition pinot noir.
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Hitching Post 2 chef and winemaker Frank Ostini and winemaker Gray Hartley of Hitching Post Wines are hosting anniversary events along with Santa Barbara’s La Paloma Cafe, Taste of the Santa Ynez Valley, CIA at Copia and L.A.’s Jar restaurant.
Hitching Post’s Highliner Pinot Noir, which was featured in the movie, will get a special label for the 2021 vintage to commemorate the anniversary. The special bottles will be available at the restaurant, the Hitching Post tasting room and at select retailers. For the true “Sideways” aficionados, a three-bottle “As Seen in Sideways” set includes the 2001 Hitching Post Pinot Noir Bien Nacido, 2001 Hitching Post Pinot Noir Highliner and 2021 Hitching Post Pinot Noir Highliner for $650.
Details on the winemaker dinners and other events are as follows:
Sunday, Sept. 15
Hitching Post + Sideways Winemaker Dinner at the Hitching Post 2
Frank Ostini and Gray Hartley host a 20th Anniversary Sideways dinner with a signature menu from the Hitching Post 2 paired with special edition Pinot Noir vintages celebrating the film.
$150 per person
Reserve with OpenTable Experience
Tuesday, Sept. 24
Hitching Post + Sideways Winemaker Dinner at La Paloma Cafe
Executive Chef Jeremy Tummel hosts Frank Ostini and Gray Hartley for a 20th Anniversary Sideways dinner with a menu inspired by the Hitching Post 2 paired with special edition Pinot Noir vintages celebrating the film.
La Paloma Cafe
702 Anacapa St, Santa Barbara
$110
Reserve with RESY
Sunday, Sept. 29
Taste of the Santa Ynez Valley – “Sideways” 20th Anniversary Festival
One of the highlights of the four-day festival in the Santa Ynez Valley is the celebration of the 20th anniversary of the award-winning film “Sideways.” There will be bites from Hitching Post 2 and other Buellton restaurants, along with Sta. Rita Hills and Buellton wine, beer, and live music. Look for an appearance by Virginia Madsen.
Tickets include the “Sideways” screening at Solvang Festival Theater.
$150
Saturday, Oct. 12
Copia at Culinary Institute of America, Napa
Screening of “Sideways” followed by a Q&A panel with director Alexander Payne and actor Virginia Madsen. Frank Ostini is special guest.
Tuesday, Oct. 29
Hitching Post + “Sideways” Winemaker Dinner at Jar
Chef/Owner Suzanne Tracht hosts Hitching Post Wines’ Frank Ostini and Gray Hartley for a 20th Anniversary Sideways dinner with a menu inspired by the Hitching Post 2 paired with special edition Pinot Noir vintages celebrating the film.
Jar, 8225 Beverly Blvd, Los Angeles
$200 inclusive of menu & wines plus tax & gratuity
Reserve with OpenTable Experience
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Redefining Craft: Is the Term “Craft Beer” Still Relevant in Today’s Brewing Industry?
The discussion that the terms “craft beer” and “craft brewer” are no longer beneficial or clear has been around for some time now. Nearly ten years ago, those who once advocated for these terms began to notice their dilution due to external influences, making it difficult to classify breweries or companies as small, noble businesses opposing giant corporations. We saw major corporations like AB InBev exploit their vast networks to cloud consumer choices, a tactic that proved very effective. What we did not anticipate was the decline of the broader “better beer” movement, prompting these corporations to step back from their craft beer ventures. Now, with companies like AB InBev and Molson Coors divesting from these ventures, one has to wonder about the relevance of these terms in 2024. Are they outdated, or do they still hold value?
This question often lingers in my mind as I sit in a local brewery taproom, contemplating the significance of such labels to the patrons. Do these consumers care about their brewer being “independent”? While they might like the notion of supporting a small, independent entity, it’s uncertain if they would verify such credentials. Are these ideals significant enough to warrant effort from consumers?
Moreover, when the Canadian cannabis giant Tilray recently acquired four U.S. breweries from Molson Coors, does it alter how consumers perceive those brands? Fans of these breweries – Terrapin Beer Co., Hop Valley Brewing Co., Revolver Brewing, and Atwater Brewery – does it matter to you that these brands might now be labeled “craft” by the Brewers Association, though they weren’t under Molson Coors? Is it believable that a large cannabis company would better manage these brands than a large brewing company? I am skeptical of that notion.
I question if consumers who care deeply about these distinctions still exist, considering the complexity involved in understanding corporate ownership and ethics today. This issue has evolved so much it mirrors a plot from The Good Place, complicating decisions for well-informed consumers. It’s become so challenging that many might simply choose not to worry about it. In reaction, I’ve shifted to purchasing only local beers from my own city, leaving the other concerns aside.
Consider the recent trend of breweries consolidating under large corporations that hardly fit the traditional mold of “small” or “independent.” Tilray Brands Inc., a multinational cannabis and pharmaceutical company, entered the beer market by acquiring Atlanta-based SweetWater Brewing Co. in 2020. Initially, this seemed like a unique venture, aligning with the cannabis culture often associated with SweetWater. However, Tilray subsequently embarked on a spree of acquisitions, taking over various brands from the AB InBev lineup and others, including Shock Top and several former independent craft breweries such as Breckenridge Brewery and Blue Point Brewing Company. The company further expanded by acquiring West Coast favorites like Green Flash Brewing and Alpine Beer Co., and later adding notable names from Molson Coors like Terrapin Beer Co. and Hop Valley Brewing Co. All these brands, including competitors like SweetWater and Terrapin, are now unified under Tilray’s extensive corporate umbrella. Last year, Tilray reported revenues of $627 million, reflecting a shift away from what many would consider genuine “craft beer.”
According to the official Craft Brewer definition by the Brewers Association, the inclusion of breweries like Terrapin and Atwater in Tilray’s portfolio paradoxically reels them back into the craft beer category. Tilray’s acquisitions allow these breweries to reclaim the “craft” designation, as Tilray, not primarily a beer producer, falls outside the threshold of the large brewery (producing over 6 million barrels per year). This classification might seem somewhat absurd. Despite changing ownership, these breweries continue their operations, shifting back into the craft beer statistics after being excluded the previous year. While Molson Coors struggled with these brands’ direction, it’s uncertain if Tilray will manage any better in revitalizing these shrinking legacy brands during a challenging time for the industry. Moreover, it remains to be seen whether consumers will return to brands like Terrapin, now labeled as craft under the Brewers Association’s criteria.
The definition of “craft brewer” has historically evolved, often aligning with the interests of the largest members within the industry. Previously, terms like “small” and “traditional” have been redefined, allowing larger producers like Yuengling to qualify under this category. At one point, a “craft brewer” had to focus primarily on beer, a criterion that lapsed around the same time Boston Beer Co.’s non-beer products outpaced their beer output. Today, with less than 20% of Boston Beer Co.’s production being actual beer, one wonders if definitions like these still hold any significance for the average consumer, who may find these distinctions too intricate to relate to. It’s ironic that AB InBev, once a major player in craft beer, now plays a minimal role, having possibly outmaneuvered itself by creating a market too complex for many consumers, pushing them towards locally-made, simpler options. Whether these local breweries qualify as “craft” or whether what they brew qualifies as “craft beer” seems increasingly irrelevant when survival is the primary concern for many in the industry.
I’ll let you know the next time I meet one, but you probably wouldn’t want to hold your breath waiting for it to happen.
Jim Vorel is a Paste staff writer and resident beer and liquor geek. You can follow him on Twitter for more drink writing.
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GREY GOOSE® Vodka Elevates TIFF® With Signature Cocktail Creations
GREY GOOSE® Vodka is collaborating with top Toronto fashion outlets to prepare locals for festival season.
TORONTO, August 14, 2024–(BUSINESS WIRE)–As an official sponsor of TIFF®, GREY GOOSE® Vodka is enhancing fashion, specifically cocktail attire, just in time for the prestigious Toronto International Film Festival®. In partnership with renowned Toronto fashion stores, The Fitzroy and Gotstyle, GREY GOOSE® has helped curate capsule collections available till September 7, 2024, with a 20% discount using the code VIVELESTYLE. These collections allow guests to shine on the red carpet, embodying the joie de vivre that the GREY GOOSE® brand epitomizes.
The capsule collections, offering a mix of glamorous and sophisticated dresses and suits, can be explored both in-store and online. While shopping, guests can enjoy handpicked outfits inspired by the elemental themes of GREY GOOSE® Vodka and taste the season’s trendiest accessory – a signature GREY GOOSE® cocktail, available in Classic or Espresso Martini, or the MelonAce cocktail.
Enjoy signature cocktails while shopping on these exclusive dates:
August 24-25, 2024 from 2:30 – 4:00 PM
August 31-September 1, 2024 from 2:30 – 4:00 PM
The ‘sip and shops’ are available at both The Fitzroy (213 Sterling Rd Unit 111, Toronto, ON, M6R 2B2) and Gotstyle (The Well: 486 Front St W Suite UG26, Toronto, ON, M5V 0V2).
“The GREY GOOSE collaborations with our style retailers are a unique way to offer Torontonians a reason to dress up,” said Kate Watson, Senior Brand Manager at GREY GOOSE Vodka. “Our brand, alongside both The Fitzroy and Gotstyle, share a commitment to style at our core, while offering touches of refinement and elegancy every step of the way. We cannot wait to see Canadians dressed in their glamorously chic looks at TIFF!”
Once ready in their finest attire, guests can partake in GREY GOOSE® Vodka presents LE ‘TINI BAR, an exclusive event full of sensory delights with a French influence. The gathering will take place in Toronto at Second Floor Events from September 5-7, 2024, where attendees will be taken through a tour of three mini bars, each inspired by a core element of GREY GOOSE® – wheat, water, and sky.
At each station, a unique petit martini awaits, featuring the sophisticated French Martini, the traditional Classic Dry Martini, and the beloved Espresso Martini. Additionally, mixology experts will be on hand to impart their finest martini crafting secrets and tips.
Following the exploration, guests are invited to unwind in the lounge area with peers. This space offers the chance to buy extra drinks, including a set of the three highlighted petit martinis, elegantly displayed for memorable photo opportunities. This is an ideal moment to enjoy a stylish drink and celebrate the season’s finest films.
This festival time, delve into the refined blend of cocktail elegance and fashionable attire brought to you by GREY GOOSE® Vodka. Elevate your festival experience by dressing impressively for the sip and shop events and continue celebrating at one of the season’s most anticipated events – GREY GOOSE® Vodka presents LE ‘TINI BAR.
Tickets are priced at $25 each and include an exclusive three-part, one-hour sensory experience and GREY GOOSE® Vodka tasting with expert mixologists; three custom petits GREY GOOSE® Vodka martini cocktails, each accompanied by an amuse-bouche, and admission to the Martini Cocktail Lounge, where additional cocktails can be purchased while dancing the night away in style!
For more event information and for ticket availability, please visit https://greygooseletinibar.ca.
19+ ONLY. MUST BE LEGAL DRINKING AGE. SIP RESPONSIBLY. ©2024. GREY GOOSE, ITS TRADE DRESS & THE GEESE DEVICE ARE TRADEMARKS. VODKA – 40% ALC./VOL. DISTILLED FROM FRENCH WHEAT.
About GREY GOOSE® Vodka
Produced with unyielding quality, GREY GOOSE® Vodka utilizes the finest French ingredients and boasts a production process that’s fully traceable from start to finish. The focus of GREY GOOSE® is to deliver a superior vodka with every single bottle distilled and bottled in France. Their classic recipe uses only two natural elements: single-origin Picardie soft winter wheat and spring water from a natural limestone well in Gensac-la-Pallue, within the famed Cognac region. This precise combination undergoes a unique distillation process designed to enhance the natural characteristics of the ingredients.
Under the guidance of Cellar Master François Thibault, GREY GOOSE® achieves an exceptional level of smoothness and distinctive taste. The full range of GREY GOOSE® includes the original GREY GOOSE® Vodka and its flavored variants: GREY GOOSE® La Poire, GREY GOOSE® L’Orange, and GREY GOOSE® Le Citron.
As a key entity within the BACARDÍ Limited portfolio, GREY GOOSE® Vodka is part of a prestigious collection managed by BACARDÍ Limited, whose headquarters are situated in Hamilton, Bermuda, encompassing the wider BACARDÍ group of companies including BACARDÍ International Limited.
About The Fitzroy
The Fitzroy is Canada’s premier dress rental service. Established in Toronto in 2016, The Fitzroy offers a sophisticated and selectively curated range of the latest designer dresses, jumpsuits, and handbags sourced globally, available for rent for any special occasion. The mission of The Fitzroy is to alleviate the stress of dressing up, ensuring customers look and feel their best at their next event without the need to purchase a dress they’ll wear only once. The Toronto showroom provides a warm, inclusive, and judgement-free environment where customers can try on outfits with the assistance of skilled stylists at their convenience and either book on the spot or for a later date. Additionally, dresses can be reserved online with convenient two-way shipping throughout Canada. Visit us at fitzroyrentals.com.
About Gotstyle
Founded in 2005, Gotstyle is at the forefront of men’s lifestyle fashion, presenting a dynamic range of both North American and European designers and labels. Gotstyle has emerged as a comprehensive shop for men’s attire under four categories: casual, social, business, and formal. Spearheaded by Melissa Austria, Gotstyle has flourished over the past 19 years, expanding to include several physical stores, a bespoke tailoring service, a women’s line, an online store, and a vibrant social media outreach. This success can be attributed to the loyal community of over 20,000 customers fostered through exclusive events, personalized shopping experiences, and distinctive customer service. Gotstyle remains a pioneer in exceeding customer expectations. Visit us at gotstyle.com
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Contacts
Danielle Sippley
Phone: 647-922-6116
Email: danielle@meatandproduce.agency