Taste the Secret to Oregon Wine with Winemaker Aaron Lieberman from Iris Vineyards.
Sure, Oregon Wine is world-famous for its Pinot Noir. And rightly so, as the area produces incredible expressions of the varietal. But that’s not all they can do.
Award-winning winemaker Aaron Lieberman wants the world to taste and discover all of the incredible wines from the area including Iris Vineyards’s new Pinot Gris which has won acclaim several years in a row.
Today, Winemaker Aaron Lieberman from Iris Vineyards sits down over zoom to talk about his inspirations, his favorite wines, food pairings and what’s next for Oregon Wine.
The conversation has been edited for length and clarity. Find the whole conversation on our YouTube channel.
There’s so much to go over with you because you’re in a great area of Oregon.
Last year we had the privilege of covering the 2022 McMinnville Wine Classic, your Pinot Gris won Best in Show and Best White varietal.
According to press announcements it’s the first time ever for a Pinot Gris. What was it about that bottle and that year that brought you so much acclaim?
The vintage we won that on was the 2020, and I think our Pinot Gris is fairly consistent. So I actually personally felt that the 2021 vintage was better than the 2020. What I think is going on there is that in our growing area Southwest of Eugene we have our vineyard in what’s called the Lorane Valley. We’re a relatively high elevation vineyard compared to the rest of the Willamette Valley. We get a lot more hang time on our Pinot Gris, which allows more flavor development and preservation of acidity, as well as slower and lower accumulation of sugar.
So we ended up with a higher acid, lower alcohol wine that’s very expressive in terms of fruit flavors.
I wanna let our audience know a little bit about your background and what brought you to where you are today. Your education in soil and winemaking, but I hope you’ll touch on your Peace Corps time, and your work in Guatemala with soil education.
As I was finishing up my Bachelor’s Degree at Oregon State University, I became involved with a couple of different grad students, helping them with their research projects, basically. At the beginning of my junior year [I had already] switched my major from Pre-Vet to Crop and Soil Science.
So the projects I was working on with these grad students involved soil research. One of these grad students had been in the Peace Corps and talked about it frequently and also had a professor who had been in the Peace Corps. They both inspired me to look into it and do it.
I ended up going to Guatemala. The project I worked on was called Corn and Bean Seed Improvement and Post Harvest Management. We were trying to counteract the invasion of commercial corn seed into Guatemala and Latin America. It’s replacing the land raise varietals or the traditional varietals of corn. We were working with those traditional varietals to improve their performance in the field by selecting the plants that were growing well and were the most disease resistant.
The program started four years before I got to Guatemala, so I was the third volunteer and we were really showing some really good results.
Something I love about winemaking is such a mix of science and magic, or science and artistry. And it sounds like science is very strong with your background and the magic that you bring to the bottle.
Yes, I would agree with that.
So let’s switch back from Guatemala. You’ve got some great soil types. Let’s talk about how you use the soils in your region to bring such delicious flavor, characteristics and aromas.
In our vineyard, we do have some Jory soils, and I think most people who know about the Willamette Valley know that Jory is the preferred soil in the region particularly for Pinot Noir.
Our vineyard is dominated by Bellpine soil. Bellpine is kind of an analog of Jory, but it’s formed in sedimentary rock rather than basaltic rock or volcanic rock. So there’s some significant differences in the chemical makeup of the soil that contributes to the flavor difference in our Pinot Gris compared to some others.
The last time I visited, what I heard overwhelmingly from the winemakers is you have to be okay with inconsistency year after year.
I want my wines to represent the area that they’re from and the varietal from which they’re made and different weather during each growing season as part of that representation.
So based on the weather and the level of ripeness of the fruit and what we’re tasting in the grapes before we bring them in, we will make some adjustments to how we do the vinification to try to push it in one direction or another, to be at least somewhat consistent.
Let’s talk about the wines themselves.
Let’s start with the Pinot Gris. The comment I hear the most is white peach. That’s new. I usually hear pear, red apple peel, quite a bit of citrus.
Commonly I get stone fruit comments on our Chardonnay. Whether it’s our still Chardonnay or our Blanc de Blanc.
Then there’s the Brut Rose, the Pinot Noir 2021, the House Red Blend. A lot of people will remember 2020 and how that vintage went for us. I refer to that year as the worst year of my life.
Let’s talk a little bit about what made it such a bad year.
We had beautiful weather during bloom. I started to feel like it was going to be a really great vintage. We’re seeing a really modest crop load and smallish berries, which leads to more fruit forward. Right around Labor Day, the major fires started. Smoke came into the valley for about two weeks which was extremely disheartening.
In the Willamette Valley that was really our first experience with that level of damage to the fruit. So a lot of people were scrambling, worried, and ultimately didn’t produce Pinot Noir in 2020.
We made less than we had planned. We applied some techniques to mitigate the smoke effect.
Can we talk about what you did to mitigate?
Well, there are two things that helped the most. One, we sent some grapes to California to go through a process called flash. It’s a kind of thermovinification method where the must is heated to 80 degrees celsius and then pumped into a vacuum chamber that boils at a much lower temperature. The water and the skins of the grapes “flashes” to steam in the the vacuum chamber. That steam carries away a lot of bad things. Those things are responsible for the bulk of the smoke effect that you might find in a wine.
Then following vintage and some aging, we did some reverse osmosis to remove the smoke effect from the rest of our wine.
At the tail end of vintage, I had surgery for appendicitis. As I was about recovered from that, I got covid right at the end of 2020.
Fortunately ’21 and ’22 were very similar to 2020 and how the vintage started and ended up, we had some really beautiful fruit and beautiful wines. I’m really excited about ’22 based on what we have in barrel right now.
Some people approach wine from a food and wine pairing point of view. I’m not sure if you are a chef or a home cook, but do you have any suggestions for great food pairings for some of your bottles?
I think with our Pinot Gris, I really enjoy seafood.
It’s really good with salad. Brut Rose, I always say if you’re making a dinner and you’re not quite sure what wine to serve with your dinners sparkling wine is always a a crowd pleaser. It’ll go with dishes from salad to steak or pizza. The acidity of sparkling wines makes them really versatile in any kind of food. Fatty foods in particular pair well with more acidic wines, kind of a palette cleansing.
For our Pinot Noir, traditional pairings like salmon and chicken.
When you’re going through a year, from growth to harvest, what are the traits or elements that get you excited saying it’s gonna be a good year?
Last spring we had a couple of fairly severe frosts after bud break and it was an interesting year because of that. We ended up, to everyone’s surprise, with a vintage that was quite nice and yields that were not really affected by the frost. The vines bounced back with their secondary and tertiary buds set fruit, set a really good crop. We got a nice batch of wine out of it.
If we get into harvest in the rainy season, sometimes your hand is forced and the grapes start to get ripe, the skin softens an they become more susceptible to botrytis and other bad things that you don’t want.
But ’22 was nice. We weren’t really forced right up until the end. Around October 20, we had the first big rainstorm come in. 20% of our fruit still hanging. We brought most of it in before that big rain.
But I think we had really good ripeness even at that point.
You’ve been doing in-person and zoom wine tastings, do you have a favorite part of that wine tasting process?
My favorite part, without a doubt, is just when I see somebody tasting my wine and the look on their face shows me that they’re really enjoying it. That’s a big reason why I’m in this industry, what we do makes people happy.
Do you have a certain memory of including either your wine or someone else’s wine in a great celebration?
Several memories. My father and I had a wine business of our own from 2002 to 2015. [A few years in] we had a celebration at a steakhouse in Portland. I ordered a Puligny Montrachet off the menu. I still remember that wine quite vividly and how impressive it was. That changed my mind about chardonnay in some ways.
In Oregon, there’s a lot more chardonnay coming out of the Willamette Valley now is a good thing, but it’s still been an uphill battle for producers to get that chardonnay wine passed the gatekeepers, the distributors.
You go to a distributor and they’re like, “Everybody drinks California Chardonnay or white burgundy. They don’t know about Oregon Chardonnay. And when you say Willamette Valley, everybody thinks Pinot Noir, which is great. But we’ve kind of pigeonholed ourselves with that. There are a lot of other nice things that can come out of this valley like Pinot Gris and Chardonnay. So we have some work to do on the marketing and publicity to let people know.
Any lessons your winemaking team has learned this past vintage that you can share?
I think that happens every year. Let’s not assume that I know everything because I learn stuff every year as well.
One of the things that I really stress with people who are working for me during harvest, is the importance of fermentation temperature.
It’s with white wine, with aromatic whites in particular. You really have to keep the temperature under control. Yeast likes to get hot and ferment fast, so you have to keep those ferments cool, whatever the method is if you’re in stainless with jacketed tanks or if you’re in barrel and you’re taking the barrels outside at night or wetting them down to keep the temperature down. It’s super, super important.
With the white wines, you get a temperature or a fermentation that’s too hot and you end up with a wine that’s like generic white wine. It doesn’t have varietal character left in it, that’s something I stress a lot.
Then when you talk about red wines, the style of red wine that you’re making is so dependent on a lot of things, but temperature is a big thing. So if you do a cool ferment on a red wine, you’re going to have a red wine that’s fruit forward and aromatic, but it’s not going to be very extracted. It’s not gonna have a big tannic backbone to it. In that way it would be out of balance.
Like with our Willamette Valley Pinot Noir, we do a couple of different fermentation methods that end up having different peak fermentation temperatures and then we blend them together to get a wine that is crowd pleasing, easy balanced. So one of my big things is temperature.
Are there any topics in winemaking that you wish got more attention?
The fact that I don’t do this alone. If I didn’t have a team behind me doing the right thing and supporting production in the winery, starting with our vineyard and our vineyard manager, who is amazing, grows amazing fruit, all the way through to the marketing team selling the wine or promoting the wine and the sales team selling the wine. I think it’s really important for people to understand that it’s really a team effort. I’m the winemaker, I get the publicity, I get the recognition but there’s no way I could do it by myself.
I’m sure you talk to young winemakers all the time. Is there one huge piece of advice you would give a young winemaker from all your experience?
A big thing would be, and I’ve made this mistake when I was a young winemaker, if you’re about to do something to a wine and you think you know what you’re doing, but you’ve never done it before, make a phone call.
Ask another winemaker that maybe has had the experience and has done that. You’ve got a 5,000 gallon tank of wine and you’re gonna do some kind of adjustment that you’ve never done before. Get some information first.
Building network, building community, reaching out to those with either more experience or more diverse experience.
Yes. And in most wine regions, it is a community and people are happy to share their information to help the next guy out. Because ultimately, if we’re all making really good wine in the Willamette Valley, that enhances our reputation as a region. So I think it would be a big mistake for us not to share information.
Let’s talk about where people can find more information.
On Iris Vineyards website and social media. Our website is IrisVineyards.com and our handle on every social site is @IrisVineyards.
So thank you again for your time, and it was, it was great to have this conversation.
Thank you, Joe. I really appreciate your time.
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Jérôme Peschard Leads Vietnam Art Renaissance, Launches Art Exhibition at the Sofitel Saigon Plaza in Ho Chi Minh City
Jérôme Peschard Launches Art Exhibition at the Sofitel Saigon Plaza in Ho Chi Minh City
For the past 60 years, Sofitel Hotels & Resorts has epitomised the essence of French art de vivre across the globe. As 2024 heralds its Diamond Jubilee, commemorated with a series of exclusive events at Sofitel properties worldwide, Sofitel Saigon Plaza, the paragon of French hospitality in Ho Chi Minh City, proudly inaugurated an extraordinary celebration of art.
From Left- Betty Qiffe Pallard, Consul General Daniël Stork of the Netherlands to Vietnam, Nykky Do and Milena Padula- Spouse of Consul General of Italy to Vietnam / photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
On the evening of June 21st, the Sofitel Saigon Plaza was the scene of a glittering event, marking the launch of a collaboration with the internationally renowned French Pop Artist, Jérôme Peschard.
French Pop Artist Jérôme Peschard Portrait / photo courtesy of Stephane Thierry
The hotel’s lobby served as an elegant backdrop for an array of Peschard’s stunning oil paintings on recycled corrugated metal, showcasing his inspiration from French Indochina.
From Left- Tracie May, Milena Padula- Wife of Consul General of Italy to Vietnam, Sofitel Saigon Plaza Hotel Manager Alistair Minty, Lindsay Nutley, Consul General of Australia to Vietnam Sarah Hooper, Simon Pugh and Michael Hooper // photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
The event attracted an illustrious group of attendees, including Mrs. Sarah Hooper, Consul General of Australia to Vietnam; Mr. Daniël Stork, Consul General of the Netherlands to Vietnam; Mrs. Milena Padula, spouse of Italian Consul General Enrico Padula; and Mrs. Lê Hạnh, CEO of TVHub Vietnam. Distinguished guests also included Michelin Starred Chef/Owner Peter Cong Franklin of Ănăn Saigon, totalling one hundred and thirty of Ho Chi Minh’s leading tastemakers.
photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
Guests enjoyed a selection of exquisite canapés, fine wines, and champagne while admiring Peschard’s captivating works. Adding to the allure, music by DJ Edge Pamute filled the space, and trendsetters Tracie May and Nykky Domodelled custom-embroidered Áo Dài, the national costume of Vietnam, designed by Peschard and couturière Giao Basson. A pop-up retail store showcasing Peschard’s merchandise collection also opened to the public, featuring a curated selection of home decor, limited edition numbered and artist-signed lacquer replicas of paintings, and an array of gift items. Both the boutique and the art exhibit will grace the Sofitel Saigon Plaza throughout the summer, concluding in early September.
photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
This premier event highlighted the vibrant intersection of art, culture, and gastronomy, celebrating a unique fusion that will enchant visitors throughout the season, encapsulating Sofitel Hotel and Resort’s world of prestige and luxury.
photos courtesy of Nick Middleton for the Sofitel Saigon Plaza.
“I’m deeply grateful to Sofitel Saigon Plaza for granting me such a fantastic platform to showcase my art. Although I am French, my heart is Vietnamese, and I’m thrilled to share my homage to Vietnam with their guests and visitors during the 60th Anniversary celebration of Sofitel Hotels and Resorts.” – Jérôme Peschard
“Marking 60 years of exceptional hospitality, we take pride in being a part of a legacy that consistently sets the standard for excellence in Asia, providing a unique experience for all modern travellers to explore Ho Chi Minh City through a French-inspired perspective.” – Mario Mendis, GM, Sofitel Saigon Plaza
ABOUT SOFITEL SAIGON PLAZA:
Sofitel Saigon Plaza harmonises the sophistication of French art de vivre with the vibrancy of local Vietnamese culture, delivering a luxury hospitality experience enriched by genuine heartfelt service. Conveniently located in a tranquil enclave on Le Duan Boulevard, Sofitel Saigon Plaza places you in the heart of Ho Chi Minh City’s business, cultural, and shopping district. The hotel boasts 286 rooms and suites adorned with refined décor and deluxe amenities, a fitness centre featuring advanced exercise equipment, and an outdoor swimming pool with breathtaking city views. Sofitel Saigon Plaza also features five dining establishments serving local and French cuisine, seven polished meeting rooms, and an opulent ballroom equipped with state-of-the-art facilities, making it the ideal destination for business, leisure, meetings, and gatherings.
ABOUT JÉRÔME PESCHARD:
Dubbed the “Gauguin of Vietnam,” Jérôme Peschard is a self-taught artist whose work reflects a life richly lived and creatively charged. His art bridges the past with the present, blending East and West, while drawing profound inspiration from his adopted home of Vietnam. Characterised by the use of oil on rusted corrugated iron sheets salvaged from local construction sites, his pieces reflect the very essence of Saigon – its history, development, people, culture, and vibrant spirit. Peschard’s unique fusion of Western pop art with Asian influences, inspired by comic book legend Jack Kirby and modern art icons like Basquiat and Warhol, continues to evolve as he explores new themes in his storytelling. In the dynamic energy of Vietnam, Peschard not only found his place in the world, but also his distinctive artistic identity.
Join Us MidTown NYC for An Incredible Prosecco Experience: Taste and Discover with Wine Expert Alan Tardi Wed June 26th at New York Wine Studio
Join Us for An Incredible Prosecco Experience: Taste and Discover with Wine Expert Alan Tardi Wed June 26th at New York Wine Studio
Prosecco has gone from a little known mountain fizz to a vinous superhero, overtaking Champagne (and every other sparkling wine out there) and enjoyed by wine drinkers throughout the world, as the base of a cocktail or an everyday quaff.
But despite its huge popularity, most people don’t know much about it.
And there is much more to Prosecco than many people are aware.
”My objective is to
clarify the critical differences
between the original ancient Conegliano Valdobbiadene Prosecco and
the DOC Prosecco that was enacted in 2010.”
Alan Tardi
New York Wine Studio
Prosecco is produced only in Italy, in the Northern regions of Veneto and Friuli, and there are three official Prosecco appellations.
Prosecco DOC
One of them, Prosecco DOC, was created in 2010. It occupies a huge, mostly flat area encompassing almost two entire regions and accounts for most of the 700+ million bottles of Prosecco produced each year.
Conegliano Valdobbiadene Prosecco DOCG
Conegliano Valdobbiadene Prosecco DOCG is a tiny area in the foothills of the Dolomites consisting of 15 small municipalities in the province of Treviso. This is the ancient winegrowing area where Prosecco was born and made a miraculous comeback in the aftermath of World War II.
New York Wine Studio’s Alan Tardi
Besides its pedigree, there are numerous factors of the Conegliano Valdobbiadene enclave that distinguish it from any other winegrowing area in the world: complex and diverse topography, variety of soils, native grape varieties, distinct sub-areas, ancient history, and varied typology—bubbly, fizzy, and still; secondary fermentation in tank or in bottle, leaving sediment in the bottle (known as Ancestral Method) or removing it (Traditional Method).
In this class—which takes place right in the middle of National Prosecco DOC week—we will discuss the origin and evolution of Prosecco in the Conegliano Valdobbiadene area. We will also examine the two additional Prosecco appellations created in 2010.
But most of the time will be devoted to exploring and tasting Conegliano Valdobbiadene Prosecco through a lineup of 8 exceptional terroir-driven wines, in a variety of styles, that demonstrate the unique characteristics, complexity, and diversity of the original Prosecco.
Participants will also learn how to say “CONEGLIANO VALDOBBIADENE” like an Italian!
Alan Tardi has arranged a fantastic lineup of unusual and exceptional wines (half of them are coming directly from Italy) which demonstrate the various factors that characterize the complexity and uniqueness of Conegliano Valdobbiadene: Different production methods (“Tranquillo” i.e. still, Martinotti, Classico/Traditional, Ancestral); frizzante, spumante; single vineyards, Rive, native grape varieties; diverse, soils, terroirs and topographies.
List of Wines
- Prosecco Tranquillo DOCG “Il Canto Antico” — BORTOLOMIOL*
- Colli Trevigiani IGT Verdiso Frizzante Sui Lieviti — GREGOLETTO
- Progetto 5 Varietà Conegliano Valdobbiadene DOCG Brut — MARCHIORI*
- Conegliano Prosecco Superiore DOCG Rive di Ogliano Extra-Brut — BIANCAVIGNA
- Superiore di Cartizze Brut DOCG — RUGGERI*
- Superiore di Cartizze DOCG “Private” Rifermentato in Bottiglia 2014 — BISOL
- Conegliano Valdobbiadene Prosecco Superiore DOCG Rive di Carpesica “S.C. 1931” Metodo Classico — BELLENDA*
- Valdobbiadene Prosecco Superiore DOCG Asciutto, Rive di Colbertarldo, Vigneto Giardino — ADAMI
- Torchiato di Fregona Colli di Conegliano DOCG “Ciàcoe” 2016 — CA’ DI RAJO*
*Shipped directly from the winery in Italy
Find more information and buy tickets at New York Wine Studio or at the link below.
https://www.newyorkwinestudio.com/original-prosecco
Cocktail magic, competition, celebration: Vietnam Cocktail Festival 2024 at iconic Sheraton Saigon Grand Opera Hotel
Cocktail magic, competition, celebration: Vietnam Cocktail Festival 2024 at iconic Sheraton Saigon Grand Opera Hotel.
MC Petey Majik hosted the 2-day Vietnam Cocktail Festival 2024 June 14-15 celebrating with flavor, masterclasses, magic, competition. Tracie May captured it all.
Photos courtesy of Nick Middleton @glam.foodbev
Tracie May at Vietnam Cocktail Festival 2024
A spectacular 2-day summer celebration, welcomed over 1000 cocktail enthusiasts and connoisseurs alike to the iconic Sheraton Saigon Grand Opera Hotel.
The vibrant cocktail carnival featured a dazzling array of over 130 cocktails from 36 premium global spirits, liqueurs and mixer brands.
Fernet Branca poured at Vietnam Cocktail Festival 2024
A gathering of Vietnam’s top mixologists, innovative concoctions were expertly mixed by a combination of the country’s most respected bartenders and up-and-coming talents.
Cocktail Carnival part of Vietnam Cocktail Festival 2024
At the heart of the festival was a showcase of Vietnam’s craftsmanship and creativity, where seasoned mixologists flexed their skills to craft tantalizing libations.
The Botanist at Vietnam Cocktail Festival 2024
From classic cocktails with a Vietnamese twist to avant-garde creations pushing the boundaries of flavor, each drink was a testament to the artistry and innovation within Vietnam’s ever-growing cocktail scene.
For guests inspired to continue the cocktail adventure at home, Mercantile Vietnam provided the option for attendees to purchase a bottle of their favorite brand from the event and have it shipped directly to their door.
Entertainment Extravaganza
The event’s charismatic MC Petey Majik led the carnival atmosphere and captivated the audience with a spellbinding magic show accompanied by igniting cocktail flaring performances from the talented Chương and Phước.
Tracie May with Clase Azul at Vietnam Cocktail Festival 2024
On Friday, the stage was taken over with a charismatic live performance from Vietnam’s premier DJ and saxophone duo Omar and Pierre. The party continued Saturday with the contagious energy of DJ PIA.
Interactive Masterclasses and Exclusive Tasting Room
For spirits connoisseurs the festival also offered a wealth of knowledge with 4 optional interactive masterclasses hosted per day, where industry experts from Lady Triệu, Bruichladdich, Jose Cuervo, Highland Park and Lý Gia Viên shared their craft and insights with eager participants.
Tracie May with Michelin Star Chef:Owner of Ănăn Saigon Peter Cường Franklin
Luxury spirits aficionados could enhance their experience further and purchase tickets to enter the event’s Exclusive Room, featuring personalized tastings from 8 of the world’s super and ultra-premium brands, with a combined retail price of over 600 Million VND.
Competitive Spirit
One of the highlights of the festival was the highly anticipated Best Cocktail, Best Bartender and Best Brand Competitions with guests encouraged to vote for their favorites.
Bartenders from across the country battled it out for top honors.
With precision, flair, and a dash of showmanship, contestants dazzled spectators with their signature creations, showcasing the ingenuity and talent within Vietnam’s cocktail community.
Shanky’s Whip at Vietnam Cocktail 2024
On Saturday 15th June, the 2024 winners were announced: Mai Thanh Phong’s “Banh Mi Saigon” cocktail, made with Matusalem Rum, won Best Cocktail.
Nguyen Tuan Cuong, who works at Yugen Bar and is sponsored by Shanky’s Whip, was named Best Bartender. Also, Jägermeister was awarded Best Brand of the event.
Cultural Fusion
Beyond the cocktails themselves, the festival served as a social celebration of cultural fusion, from modern Vietnamese influences to global trends, the event highlighted the diverse tapestry of brands and the pioneering people shaping the country’s dynamic cocktail scene.
Vietnam’s Cocktail Revolution
As the final glasses were raised and the last drops were savored, the Vietnam Cocktail Festival 2024 left an indelible mark on the hearts and palates of all those who attended. With its vibrant energy, innovative spirit, and unwavering passion for mixology, the festival has undoubtedly cemented its place as a must-attend event on the global cocktail calendar, promising even more excitement and inspiration in the years to come.
Cheers to the next chapter of Vietnam’s cultural cocktail revolution!
Awards were announced on Saturday, June 15th, at 8 PM
Best Cocktail of the Event 2024
- Cocktail Name: Bánh Mì Sài Gòn
- Bartender Name: Mai Thanh Phong
- Brand Name: Matusalem Rum
- Bar Name: Madam Kew Bar
Best Bartender of the Event 2024
- Bartender’s Name: Nguyen Tuan Cuong
- Brand Name: Shanky’s Whip
- Bar Name: Yugen Bar
Best Brand of the Event 2024
- Brand Name: Jägermeister
Participating Brands:
- Large Exhibitors: Lady Triệu, Jose Cuervo, Cointreau
- Medium Exhibitors: Bushmills, Naked Malt, Kaibutsu, 1800, Campari, RCR Crystalleria Italiana.
- Small Exhibitors: Kurayoshi Matsui, Duncan taylor, Lark Distillery, Hangar 1 Vodka, Maestro Dobel, Bruichladdich Distillery Company, Passoa, The Botanist, No3 London Dry Gin, Dictador The Arthouse Spirit Brand, Colombian Gin, Stranger & Sons Gin, Fernet Branca, Espolon Tequila, Michter’s, Shanky’s Whip, Gran Centenario Tequila, Jägermeister, The Kyoto, Drumshanbo Gunpowder Irish Gin, Matusalem, Brookies Byron Gin, Ly Gia Vien, Torani, Fentimans, Mercantile.
Participating Bars (in collaboration with brands):
- Kraken x The Dot Bar
- Sexton x Dram Bar
- Wild Turkey x Lost Birds Bar
- Glenrothes x Firkin Bar
Master Classes: Lady Trieu, Bruichladich, Jose Cuervo, Ly Gia Vien, Highland Park
Photos courtesy of Nick Middleton @glam.foodbev
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NYC Foodies Head to Colorado: Winemaker Ben Parsons from The Ordinary Fellow reveals Wine, Food and Nature in Palisade CO
NYC Foodies Head to Colorado: Winemaker Ben Parsons from The Ordinary Fellow reveals wine, food and nature
Ben Parsons, Winemaker and Owner of The Ordinary Fellow in Palisade, Colorado
Today’s conversation has been edited for length and clarity. For the full, un-edited conversation, visit our YouTube channel here.
Joe Winger:
Just to touch on background a little bit, you were the winemaker and founder of a very successful urban winery, the Infinite Monkey Theorem.
Then you chose to move on to where you are now at The Ordinary Fellow.
What was that transition like for you?
Ben Parsons:
The Infinite Monkey Theorem was really about disrupting the wine industry and trying to make wine fun and relevant and accessible.
We were the first ones in the U.S. to put wine in the can. We started kegging in 2008.
It was really about creating these urban winery spaces, just a tap room for a craft brewery in a city where everyone could come down and enjoy.
After 11 years of taking that to a 100,000 case production distributed in 42 states, there was a really good opportunity for me to get back to what I wanted to do, which is being in a vineyard.
Even though that might sound like a cliche, there is something quite romantic about farming and being surrounded by nature and really trying to make the very best wine you can from Colorado fruit that you grow and putting it in a bottle versus buying someone else’s wine and putting it in a can, they’re like two very different things.
I had an opportunity to take over a vineyard in southwest Colorado down in the Four Corners just outside of Cortez, where the Four Corners meet.
It was in disrepair and hadn’t been pruned in four years. So I got back in there and now it’s looking really good.
So that’s taken 4 years. Yeah it’s relatively small. It’s 13 acres of Riesling, Chardonnay, Cabernet Sauvignon.
Sits at 6,000 feet elevation. So very high for a commercial vineyard. And it’s beautiful.
It sits on a national monument called the Yucca House, which is an un-excavated ancestral Pueblan ruin from between the 10th and 12th century.
Starts at Mesa Verde, which most people are familiar with for the ancestral cliff dwellings from the Pueblans down there. It’s just a beautiful location.
Yeah, two very different things, but kind of coming full circle almost as to what I got me into the industry in the beginning, back in the late 90s.
And now back there, but doing it on my own.
Palisade Colorado Winemaker Ben Parsons takes a Vineyard Tour
Joe Winger:
Your famous quote in the wine world: “I miss being in the vineyard”
So for our audience, who’s going to go to wine country this weekend or this summer, when they take a vineyard tour, what should they be looking at?
Ben Parsons:
As to how wine gets from a vineyard and a grape to a bottle. Most people think it just ends up on a grocery store shelf and that is not the case.
It’s really the idea that you could grow something from rootstock, farm it, suffer the vagaries of agricultural production, deal with all of those challenges, do it in a sustainable way.
Ben Parsons, Winemaker and Owner of The Ordinary Fellow in Palisade, Colorado
Determine when you’re going to pick that fruit. Take it into the winery. Ferment it. Turn it into wine. Age it in a barrel. Bottle it. Decide on the branding. Decide on the naming. Come up with a label design.
Take it to all of those small awesome restaurants that everyone wants to hang out at because they’re making great food and getting good press.
You see my wine or I see my wine on someone else’s table, drinking it and to think where that came from.
And how many times those grapes got moved from a to b and then back, from b to c and then c to d whether it be like shoveling grapes with a pitchfork for a destemmer.
Or shoveling fermented grapes into a press with a Home Depot bucket.
Or picking that case up and taking it from here to here, that got handled so many times, so much went into that, that I think there’s a huge disconnect amongst most consumers.
Palisade Colorado Winemaker Ben Parsons on the Area’s Natural Beauty
Joe Winger:
You chose to be in Palisade, Colorado making your wine.
Tell us a little bit about the region and why someone should come visit you in Colorado?
Ben Parsons:
Palisade is beautiful. It’s on the Western slope of Colorado. It’s about a 4 hour drive West of Denver over the mountains.
About 4 1/2 hours East of Salt Lake City.
It’s an American Viticultural Area designate called the Grand Valley and it’s pretty stunning.
You come through this Canyon called the Back Canyon on the North side, you have these book cliff mountains that rise above you on the South side, you have the Colorado River, and it’s a very niche microclimate. It’s definitely an agricultural community.
What a lot of people don’t realize, because they just drive straight past on I-70 is it’s proximity to all things good, outdoorsy.
Within 28 minutes I could be at a local ski resort called Powderhorn. It got 32 feet of snow last year
I’m an hour and a half from Aspen.
I’m an hour and 20 minutes from Moab.
I’m a 10 minute drive from Fruita, which has the best mountain biking in the world.
It’s all old Indian territory. There’s wild mustangs up on the book cliffs.
It’s known for its fruit. It’s actually known for its peaches, believe it or not. Some of the best peaches grown anywhere in the United States. Arguably the best.
But it’s a very small microclimate.
Palisade is around 4,500 feet elevation. There’s about 26 wineries you can tour and visit. Take a few days, spend a weekend.
There’s some good local restaurants, growing their own produce and making real good farm to table food.
Grand Junction is a city that in the last 5 years has really exploded.
And Grand Junction is 10 minutes from Palisade. It went through a series of boom and busts during the oil shale boom business back in the day, but now it’s strongly focused on tourism.
Lots of people are leaving the front range of Denver, Colorado Springs and moving to the Western slope for a kind of quality of life.
Also we have a lot of California transplants because it is cheaper to live. You are outdoors all the time. You can travel long distances very quickly. I put 42,000 miles on my car this year delivering wine all over the state of Colorado.
I feel like the state and this particular area has a lot going for it. Definitely more than enough to fill a long weekend or a week’s trip.
Exploring vineyards, food, farms, outdoor opportunities.
Taking a trip to Moab, it’s really pretty. It’s one of the reasons I moved here.
I’d been in the city for a long time. I grew up just South of London in England, but I lived in London for some time and I loved it when I was young. I love Denver as well.
When I started the Infinite Monkey Theorem, that was really when a lot of people were moving to Denver and it was becoming something substantial.
It was one of the fastest growing cities in the country at that time.
I feel like we were a big part of pushing that growth and in tandem with the other food and beverage scene, like craft breweries and good restaurants.
Joe Winger:
You’ve mentioned different restaurants and food and dinner. Our audience primarily are foodies. We’re in Colorado for a wine weekend, we come to the Ordinary Fellow for a wine tasting.
Can you suggest a few places and different cuisines that are a must visit within 20-30 minutes of you?
Ben Parsons:
In Palisade there’s a good restaurant called Pesh. One of the former line cooks at a linear in Chicago started it with his wife, maybe 5-6 years ago. It’s excellent.
In Grand Junction, where most people stay there’s a few good restaurants started by this guy, Josh Nirenberg, who has been nominated for James Beard award several times for best chef and has one called Bin 707, Then he just opened a third called Jojo’s. He also has a kind of trendy taco spot called Taco Party, which is a fun name.
If you like craft cocktails, there’s a new place that opened called Melrose Spirit Company. Guy opened it in a hotel that was recently renovated. Really cute, really excellent cocktails.
Joe Winger:
Let’s get into the wine geek stuff now and talk about your vineyards. You have Colorado Box Bar, Hawks Nest.
So let’s talk through terroir, soil type, elevation.
Ben Parsons:
So Box Bar, It’s in Cortez, sits around between 6,000 feet elevation.
It’s on this weatheral loam that has some clay in it, which has these water retention properties. It is essentially a desert. So you do have to drip irrigate, there’s less than 7 inches of precipitation a year.
So very little rainfall which is good in some ways in that there is very little disease pressure.
You’re not having to spray. There’s no necessity to spray for powdery mildew or anything down at our vineyards.
It’s essentially farmed very minimalistically.
Lagging very sustainably, which I know people appreciate.
Riesling, Cabernet Sauvignon, Chardonnay. We’re just planting some Chenin Blanc and some Charbonneau, which is an italian red varietal as well.
Hawk’s Nest is not my own property, but I work with a grower called Guy Drew who planted four different kinds of Pinot Noir and two different kinds of Chardonnay there.
That vineyard is at 6, 800 feet and that is the highest commercial vineyard in North America.
Similar soil properties as the Box Bar. Making some really good Pinot Noir.
I think what’s interesting about Colorado is we have a very short growing season, 155 – 165 days. Napa has 240 days. That’s frost free days.
So the thing is that we have such high sunlight exposure because of the elevation and the ultraviolet light that we have the same number of degree days as Napa Valley. So we can ripen like Cabernet Sauvignon, but we’re ripening it in a shorter period of time. That’s fairly unique.
The Ordinary Fellow is really focusing on traditional French varietals from Chenin Blanc Chardonnay, Cabernet Sauvignon, Syrah.
Most recently we took over a vineyard in Utah so I’m actually farming a vineyard about 1 ½ hour drive from Moab called Montezuma Canyon Ranch.
That’s this ancient sandstone with a little bit of clay in there that was planted in 2007. 12 acres of Chenin Blanc, Merlot, Riesling Chardonnay. We made an awesome Utah Rosé vineyard last harvest 2023, which we just released.
You don’t see that many wines from Utah so that’s why I’m excited about it.
I think there’s only 6 wineries in Utah and I’m not sure that many of them get their fruit from Utah.
Joe Winger:
You mentioned that you have one of the highest peak elevation commercial vineyards in North America.
What are the benefits and the disadvantages to such a high elevation?
Ben Parsons:
If you think about spending any time on a mountain, it can be really warm, but as soon as the sun goes down, it gets very cold.
So having high elevation vineyards, even though you might be in a quite a hot growing region as soon as the sun goes down, the temperature does drop.
You have a large diurnal temperature shift.
So in Cortez, in the growth, during the growing season or during ripening, say late September, mid September, late September. We could be 85 to 90 in the day, but 45 to 50 at night, which is a really big temperature swing.
It basically means that the vine has a kind of chance to just shut down and rest.
From an enology perspective, you can retain more natural acidity in the fruit because it’s not being metabolized by having a lot of sunlight constantly and higher temperature. So we don’t have to make any artificial acid additions or anything like that you may have to do in more established wine regions in the United States.
Our wines all have really great balance to them and really good acidity. None of them are overdone. They’re not big, jammy, overly alcoholic.
They’re all well balanced between acids, tannin, alcohol, sugar, but they’re all bone dry.
There is no fermentable sugar in any of them, which leads to palate weight and mouthfeel, but but they’re not sweet per se.
Even my Riesling is bone dry.
Joe Winger:
During the Infinite Monkey Theorem days you led the canned wines movement.
How does it feel seeing it become so incredibly popular and any big lessons you learned from that experience?
Ben Parsons:
I genuinely believe that [we led with canned wines]. In 2009 we entered into a R and D project with Ball Corporation, the largest supply of aluminum cans in the world.
To figure out how to can wine and everyone thought it was stupid and everyone just turned their noses up at it and thought that RTD wine and RTD drinks were stupid.
It’s a tough question because I think that canned wine is good because of its use application, primarily. Where you can take it and where you can drink it.
Now, very rarely do I see people putting the best wine they’ve ever made in a can. So I think it’s all about where you want to drink it, who you want to drink it with. There’s definitely this kind of utility aspect to it.
Also price point wise, you don’t see that many canned wine, four packs above $16,
I would say so. Yeah, price wise, it’s fairly economical from a sustainability perspective. It makes a lot of sense.
But from an absolute quality perspective, you’re probably still going to be buying bottled wine over canned wine.
It’s all about where you’re going to consume it.
Sometimes when I see it I think about when you start any category, there’s always those people that are out there doing it way before anyone else is doing it. It’s those people that usually don’t reap the benefits of it because they put all of the effort into it.
I look at LinkedIn occasionally and I’m just baffled by people that think that it’s a new thing. It just blows my mind.
Joe Winger:
You have an excellent sparkling wine and you’ve mentioned England’s excitement about the sparkling.
Why is England falling in love with sparkling wine? And why should all of us be falling in love with sparkling wine?
Ben Parsons:
Historically, England has consumed a lot of sparkling wine.
But in terms of actually growing grapes and making their own sparkling wine, that’s happened in the last 20 years.
That’s one of those unfortunate advantages of global warming in a kind of isolated geographical area that previously, you wouldn’t have been able to ripen Chardonnay, Pinot Noir, Pinot Meunier.
It would have been a challenge making really good sparkling wine in Kent and Sussex and Southeast England where a lot of it is made.
But with a few degrees temperature rise, that’s now possible. And it’s the same chalk escarpment as champagne. They’re very close to each other.
They’re just separated by 24 miles of the English Channel, right?
So they’re actually geographically very close to each other a little further than 24 miles, but climatically very similar.
So actually, a lot of French champagne houses have bought up land in Kent and Sussex over the last 20 years and have been planting that, and now some of the bubbles are coming out.
Joe Winger:
When I have an opportunity to speak with an Oregon winemaker, we often talk about the challenges based on their region. Do you feel like you are also in a region [Colorado] that’s more problematic?
Can you share a lesson you’ve learned from solving some of those problems?
Ben Parsons:
The whole industry because of the shortness of the growing season, it’s always on a knife edge because you can have late spring frosts that can come through a bud break and just wipe you out.
But you can also have these freak-like early winter freezes in October where there’s there’s still fruit hanging or maybe it’s just come off and it goes from 70 degrees in the day to 8 degrees suddenly, and the sap still flowing in the vines and then all of the vines, the trunks split, the cordon split.
That’s what happened in Palisade maybe 3 or 4 years ago now.
Then in Cortez where Box Bar is, last year we had a hailstorm come through just after the bud break. So our Chardonnay was out and got wiped out. Then the secondary buds pushed and we went from a crop of 36 tons to 10 tons overnight.
That’s just agriculture anywhere. Unfortunately that’s just one of the risks.
Joe Winger:
Let’s talk about wine. Their flavor profiles. The different bottles you offer.
When we come visit your tasting room in Palisade, Colorado any hints about what they should be excited to taste?
Ben Parsons:
Blanc de Noir
Yeah the sparkling wine, that’s Blanc de Noir, so that’s 100% Pinot Noir. That’s about as geeky as it gets, because that’s single vineyard, single grower, single clone of Pinot Noir. only 8 months in barrel. The base wine was barrel aged for about 6 months, and then it was entourage, lying on its utilise in a bottle for six months.
Then it’s put on a riddling rack and hand riddled one bottle at a time. Then disgorged by hand, just take the top off, put your thumb over the top of it so nothing comes out and then no dosage.
So again, just super geeky, like really bone dry, like really crisp, great acid. So that is that wine is super hands on.
It’s delicious. It still gets those more developed, brioche-y notes. Texturally it’s very pleasing on the palate. I think we make really good method champignons, bottle fermented sparkling wine.
Chardonnay
A lot of people these days think it’s trendy to not like chardonnay, because they heard somewhere about that, but there are actually some really good Chardonnays out there, which aren’t all aged in new French oak and haven’t all gone through like a creamy buttery secondary fermentation. And I think mine is one of them. It was aged in 8 year old barrels. So there’s really no influence on it at all.
It’s all hand harvested or whole cluster pressed. I think that wine has a really pretty texture, like this palette coating texture but it has really good acidity and it smells like a ripe peach or a dried apricot. It’s really pretty.
Pinot Noir
Our red pinot noir. Again that spent just 9 months in neutral barrels so I think there was a trend like 20 years ago to put everything in a brand new barrel and every winemakers thought it was cool, but you know in the last 5 – 6 years, I think that has changed
Winemakers are really trying to let the soil and let their vineyards speak for themselves.
Minimal kind of intervention to a certain extent. It is the trend.
Our Pinot Noir has done really well. It’s on the much lighter side. I would say it’s more like a German style Pinot Noir, like lighter with really good acidity, firm tannin. Beautiful aroma.
I think all of our wines are just very well balanced. Very food friendly, very clean. They’re not funky. I’m very proud of that.
Joe Winger:
I’m assuming balance and the clean is a style choice by you?
Ben Parsons:
Balance is easy because it’s done in the vineyard because of the elevation and the retention of acidity. It’s just about when you pick it. So you’re tasting [the grapes] for flavor and like phenolic ripeness and the seeds being brown, et cetera, but you’re also testing a few for your pH, your titratable acidity and your sugar levels. Then you make an informed decision as to when you’re picking it.
The cleanliness part of it really just comes down to the fact that I feel like winemakers, even though this doesn’t sound very romantic, you’re almost just like an insurance manager in that you don’t want to mess it up.
So you make informed decisions, preemptively. You top your barrels, like every 2-3 weeks, you do things to make sure the wine, does not end up flawed through a secondary characteristic developing.
Sometimes that’s a flavor enhancer and sometimes that’s good, but when it’s overdone… I believe there are a lot of wines that they get away with it these days. To me it’s just bad winemaking.
I’m definitely kind of a minimal interventionist
Joe Winger:
I always feel like white wine doesn’t get enough love and respect. People love talking about the complexities of reds. You make a phenomenal Riesling.
Ben Parsons:
Interestingly I really don’t drink red wine anymore. Occasionally I’ll drink some Pinot Noir, but I much prefer drinking white wines. I think a lot of people in the industry crave acidity, and yeah, my reasoning is a good example.
The general consumer in the U. S. still thinks that all raisins are sweet. I think that’s just a common misconception, that’s purely a stylistic choice from the winemaker, and my choice is to allow the yeast to ferment all of the sugar until there is no residual sugar.
To have a wine with high natural acidity that pairs well with food. That’s my choice as a winemaker. Those are the wines that I enjoy most that kind of just leave your palate just like this rasping acidity. Take the enamel off your teeth, and but have beautiful aroma.
Our Riesling is starting to show some characteristics from being in the bottle for 18 months. Where it gets those kind of, it’s tough to say about making it sound bad, but those more kerosene-y , kind of petroleum, kind of eraser like notes, which are very typical of Riesling, intertwined with really nice citrus and green apple.
Yeah, and like really just good structure. That benefits from growing at elevation here for sure.
Joe Winger:
Petit Verdot is probably lesser known, less popular, but it deserves all the love anyway.
Ben Parsons:
Petit Verdot, interesting, like one of the six red Bordeaux grape varieties. Bordeaux is maritime climate. It’s much cooler than Colorado.
It doesn’t really get the chance to ripen as well as it does here. So when it can ripen, it doesn’t just need to get blended into Cabernet Sauvignon or something to just give it more tannin and more structure.
Here it can stand alone as a single varietal.
The greenness is gone. The tannin is not like just rip your face off tannin. It’s well developed. Like silky, velvety, firm, but not like really dry and like Petit Verdot can be. Aromatics are very lifted on it, and it’s not a massive red wine by any means.
That’s grown at a vineyard about half an hour from Box Bar called Canyon of the Ancients and that vineyard was planted in 2006.
Unfortunately we only made about 99 cases of that wine. It’s fun to introduce people to wines that they probably haven’t heard of, but wines that that can stand up to any good red wines that you may have heard of.
Palisade Colorado Winemaker Ben Parsons reveals his Favorite Food
Joe Winger:
Do you identify yourself as a foodie? Can you pick 1-2 of your bottles and your favorite dish for dinner tonight?
Ben Parsons:
Yeah I would definitely pair my Riesling with a Thai curry or even a panang curry. I think it does really well with oriental food that has some level of heat to it. But also I think it does really well with a charcuterie plate, some almonds and some cheese. I think you can’t go wrong with that.
Then my Petit Verdot, for example I think there is more tannin in there. For those of us that like the light grilling you couldn’t go wrong with serving that with a ribeye. It’s delicious. Or if you’re cooking a little heartier food in the winter, maybe a lasagna. Something that can really work with that tannin.
I think my wines do well with a lot of different food just because of the balance that they have, they’re not going to overpower the food and vice versa, which is what it’s all about.
But I also enjoy them, just having a glass on its own, to be honest. When I get home from work, sometimes I love that.
Joe Winger:
I’m watching your Instagram videos quite a bit, and it seems like you’re having a lot of fun sharing knowledge, showing your vineyard, showing what it’s like day to day.
Ben Parsons:
The one time that I do enjoy social media is when you’re in the vineyard or you’re doing something that seems that other people might never have seen before.
I’m in awe of where I am because I feel like it comes across in those videos. It’s pretty down here today, and those are beautiful vineyard sites.
Or if you’re filtering a wine or racking a wine or, trying or shoveling grapes.
Just the imagery comes across and really shows how much work is involved in it. I always struggle when it’s like go take a photo of a bottle of wine in front of a restaurant. I don’t know how you make that look cool.
Find more about Ben Parson’s The Ordinary Fellow website, instagram
More about Palisade, CO
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Tastes for Passover 2024 in NYC: 18th annual Kosher Food & Wine Experience, Feb 26
Taste 1000’s of bottle of wines & spirits to preview to Passover 2024: 18th annual Kosher Food & Wine Experience, Feb 26
Royal Wine Corp, the largest producer of premier kosher wines and spirits kicks off the 18th Annual Kosher Food & Wine Experience (KFWE) Monday, February 26, where it continues to be a leading key influencer in Passover wine trends.
18th Annual Kosher Food & Wine Experience Monday, February 26
This year the Kosher Food & Wine Experience 2024 NY (KFWE) is relocating to New Jersey where it will highlight top notch wines and spirits, exclusively open to members of the trade and media.
Taste nearly 1,000 kosher wines, spirits, beverages
Nearly 1,000 kosher wines, and a plethora of spirits including whiskies, bourbons, vodkas, tequilas, rum, gin, and cordials will be on hand for sampling and tasting.
“At Royal Wine Corp
we continue to support the wineries in Israel,
which are among some of the
top-rated wines in the world.”
Gabriel Geller
Director of PR
Royal Wine Corp
“This year KFWE will feature break out sessions featuring wines from Israel, as well as separate sessions focused on new whiskeys and tequilas, and a look at the Herzog Wine portfolio from our Oxnard, California winery.” says Gabriel Geller, Director of PR, Royal Wine Corp.
“Our portfolio consists of world-class wines
that happen to be kosher.
In the past year alone hundreds of non-kosher restaurants
have put selections of our portfolio on their lists because
they recognize the quality and value of our wines”
Jay Buchsbaum
VP Wine Education
Royal Wine Corp.
Highlight of New Wines & Spirits Debuting at KFWE 2024:
Rocca delle Macie Chianti Classico, SRP $25, world famous winery producing kosher wine for the first time.
Lovatelli, new line of fine and affordable Italian wines, including a Salento Primitivo, SRP $17 and a Barbera d’Asti, SRP $25, with soon a Nebbiolo, a Super Tuscan and 2 Vermouths.
Cantina Giuliano, fully kosher boutique winery in Tuscany.
Many new wines from South Africa by ESSA and J Folk wineries (Chenin Blanc, Pinotage, Cabernet Sauvignon and more).
Spirits and great liquors and fruit Brandies from Massenez in Alsace, France.
New Kosher cognacs from DEAU and Roland Bru.
Bartenura – new flavored Moscatos in cans such as Peach, Lychee, and Blueberry.
Preview Passover 2024:
Château Dauzac Grand Cru Classé and Aurore de Dauzac Margaux ’21
Chateau Roubine Cru Classé Lion & Dragon Red
Des Moisans Deau Cognac Privilege
Herzog Lineage Momentus Rose
J de Villebois Sancerre Pinot Noir
Kamisa Winery – Galilee, Israel
Malbec du Clos Triguedina – Cahors
Shamay Winery Upper Galilee, Israel
Carmel Black Cabernet Sauvignon, Galilée, Israel
Brio de Château Cantenac Brown, Margaux
Taste 1000’s of bottle of wines & spirits to preview to Passover 2024: 18th annual Kosher Food & Wine Experience, Feb 26.
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Fresh Victor Saves Your Holiday Cocktail with Fresh, Organic and Full Flavor Mixers
Holidays 2023: Fresh Victor Puts the the drinker in charge with Fresh, Organic and Full Flavor Mixers.
Fresh Victor is how you make fast, delicious craft cocktails and amazing mocktails — Every. Single. Time.
Fresh Victor is a line of premium mixers for consistently delicious and efficient cocktails (and mocktails too.)
H. Ehrmann knows his cocktails
H. Ehrmann is a bartender and drinks industry consultant who runs Elixir, one of the most influential bars in San Francisco. In the industry for 35 years, owned a bar for 20 years.
Recently he hosted a virtual mixer walking us through several cocktails using Fresh Victor as the mixer: from non-alcoholic, to low alc, to full alcoholic.
Cold-pressed juice-based cocktail mixers. They have added sugar, either organic cane sugar or agave nectar used to balance out citrus levels to hit the intended brix level for most cocktails.
For example, with the Lemon Sour, the base is known as a pretty simple flavor profile. You can add another layer of flavor complexity (like a liqueur). But the Fresh Victor mixer was designed to have more depth, a bit more bitterness to handle any additional sweetness added.
Fresh Victor +1 or +2
All of the Fresh Victor bottles are designed to make delicious cocktails, but simply and easier. How? The amount of cocktails that can be made by adding just 1 or 2 ingredients plus the Fresh Victor mixer.
+1 is agave and tequila. Lemon Sour and whiskey.
+2 might be carbonation, frothing, aromatics, like: tonic, soda water, champagne, egg white, bitters.
“2-3 pours and a lot of flavor”
– H. Ehrmann
With those 3 elements and Fresh Victor’s 9 flavors, you can end up with dozens of drinks. From classics, to a spin-off of a classics (including mocktails).
Mixing ratios: 1: 1 and 2: 1.
1 1 / 2 oz of spirit to 2 ounces of mixer
2 oz of spirit to 2 ounces of mixer
If the drinker likes the taste of the alcohol, they want that taste to “punch” through, then then 2:2 is better for them. If they want the flavor sweeter, iding behind the mixer, 2:1 is the answer for them.
Fresh Victor is a mixer, not a juice. So it’s meant to take on dilution as you build your cocktail. Right out of the bottle, it’s a bit more concentrated, more dense. Meant to be stirred, shaken, reduced down without watering down the flavor. It can dilute 15-20% without losing quality.
Using Fresh Victor, you can create a 32 oz, 64 oz or a gallon punch bowl for a holiday party in less than 5 minutes. And it’s not a simple, lame flavor. It’s complex.
Orchard Bliss Royale
Non-alcoholic. When you add Champagne or Sparkling, it’s called “Royale” and today’s drink is adding Sparkling Cider.
4 oz sparkling cider
2 oz Fresh Victor (Three Citrus and Mint Leaf)
Garnish with dehydrated apple slices
The nose is refreshing. Vibrant apple. Effervescent on the palate, from the Sparkling. A balance of lemon, lime, orange. Plump, but not overwhelming. Mint notes that bring a tertiary element.
Suggestions include playing with adding a shot of vodka, rum or tequila, any of which would work well.
Fresh Victor mixers give a fruit-forward base that makes it easy to play and experiment with.
Winter Spice Tonic
“When mixed well, Gin impacts the overall character of your drink, but doesn’t get in your face”.
1 oz Tanqueray london dry gin
1 Oz Fresh Victor (Cactus Pomegranate)
4 oz Fever Tree Tonic
Aromatic bitters
Garnish with vanilla bean, All-spice berries, Dehydrated Lemon
The nose is immediately the charming, floral aromatics you’d expect from the gin. Then slowly the baking spices express themselves. Deep character layers and complexity. A gush of tonic, then lingering vanilla and lemon.
Definitely a gin drink for someone who’s not a gin fan as it showcases the best of gin without being overwhelming.
H. Ehrmann with the Fresh Victor Winter Spice Tonic
Love a standard gin drink? Try Gin and Tonic with Fresh Victor’s Cucumber and Lime!
H. Ehrmann feels one the the reasons Fresh Victor is so popular is because people want to be able to make easy drinks at home that still have amazing flavor.
“I’ve taught cocktail classes for over ten years. As much as students love it and geek out over cocktail details at the bar. When they get home to their kitchen, they still prefer to have something easy. That’s a huge part of when Fresh Victor is.”
One of the keys to Fresh Victor is adaptability. The drinks are scalable and easy to experiment with. Having more guests than expected? Want stronger drinks? No alc of low-alc drinks?
“The 2 things that show us down when drinking cocktails, alcoholic strength and bitterness. Those are things that help us drag a cocktail out 10-20 minutes. Like, intentional speed bumps to keep you from drinking too fast. So removing the alcohol from a recipe, removes that speed bump. Adding more bitters, adds it back. It helps a non-alco drink feel more like a cocktail.”
How did Fresh Victor launch and grow during the struggles of the pandemic? Luck, hardwork and finding an audience that wants flavor. H. Ehrmann explains:
“Just before Covid, we decided to focus Fresh Victor on bars and restaurants. So Covid hits. We decided to re-package into a 16 oz bottle. Within 6 weeks we had these bottles available in 7 states direct to consumer. Within 2 months, we had 48 states direct to consumer. I shifted to selling cocktail kits from home and Fresh Victor was the perfect partner for me. Take a liter of tequila and a 64 oz bottle of Mexican lime and agave, you can make 32 margaritas. I was selling those kits like crazy. People were re-ordering every other day.”
Figtorious Celebrations
2 oz of Fresh Victor (grapefruit and sea salt)
2 oz VSOP brandy
1 / 2 oz fig syrup
Try thinking of Fresh Victor less as a mixer or a juice and more as an ingredient. Think of it as an ingredient where you can use as much or as little as you want to make a more complex drink.
Explore from a culinary point of view. What other flavors mix?
Fresh Victor is all about experimenting. Trying different flavors. Adding spirits, garnishes and mixers that might not be traditional.
“All the ways you can use Fresh Vector. I went through the lexicon of cocktails. What can I make with lemon sour? What can I make with Mexican Agave? Then I’d look at more unique flavor profile and ask myself what can I make with that?”
H. Ehrmann with the Fresh Victor Figtorious Celebrations
Fresh Victor Holidays Flavors
H. Ehrmann suggests a twist this cold, holiday season. Think like a Hot Toddy. Simply warm up your Whiskey Sour, Lemon Drop, even your sangria. Anything that would normally go with ice, this time heat it up warm and toasty.
