SHOT IN THE DARK?
In The Spirit
People who do Jäger shots are about to grow up. Taking a pull from the “moose-headed big box chiller” behind the bar will soon look like child’s play compared to the French upgrade that’s about to go down in bars across America.
Gilles Badin, Trade Development Director for Moët Hennessy and Grand Marnier passed through Phoenix yesterday to “assess” the market and help find places that will carry the new Grand Marnier shot-pouring machines. Badin says the folks at Grand Marnier realized the cognac blend is really only used as:
• An addition to margaritas in places like AZ and TX
• An after-dinner drink in upscale restaurants
• As a cooking ingredient in French kitchens
• As an end-of-night shot by bartenders.
So to push the shot concept on the 25 to 35 year-old set, GM’s dropping off shot dispensers at mid-level bars, who will sell them for about $7 a pop.
“They will increase Grand Marnier visibility behind the bar,” Badin told us during a quick meeting at the Royal Palms. “You won’t see them behind the bar at a place like this,” he says, “but maybe at a place like The Lodge or even La Bocca.”
But will people actually do shots of Grand Marnier? “Arizona is a very brand-driven market,” he said in a way to imply something deeper, more sinister. “People are very proud of letting people know what they like.” It’s true, ask a person why they like Belvedere over Ketel One and watch them dance for an answer. Deep down, it’s a brand thing, not a taste thing.
So when that 26-year-old kid wants to order up a round of shots for his friends, he can order jäger-bombs like he did in college, or Grand Marnier, like an actual adult.
ONE SIDENOTE:
Grand Marnier has also just released an iPhone app with GM cocktail recipes from top national mixologists. For those without an iPhone, boo hoo.
Kidding. Just click on www.gmcocktails.com for yours.
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