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05.2011

Massachusetts Beverage Business

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archivedPromotions

ST-GERMAIN LIQUEUR

 has a new ad campaign along with its annual Can-Can Classic Cocktail Competition for professional bartenders.  Print ads are running in spring issues of 37 Edible Communities publications (the network of magazines dedicated to local, seasonal and artisanal food and drink) across the country.  The two-page spread includes a detailed account of St-Germain’s production process and tasting notes, along with a perforated insert including two postcards featuring vintage French photography, cocktail making tips and drink recipes.  St-Germain and Edible Communities are also collaborating on a cocktail competition.  A yearly tradition for St-Germain, the Can-Can Classic Cocktail Competition will now have a new twist to it: Professional bartenders will be asked to develop an original cocktail recipe with St-Germain utilizing seasonal ingredients from their local region.  The editorial staff at edible, along with St-Germain’s creator, Robert Cooper, will select one winner in each market where participating edible magazines are printed.  Winners will be selected based on the following criteria: flavor profile/balance of the cocktail and resourcefulness and creativity of incorporating seasonal, local ingredients.  Special consideration will be given to entrants who focus on local fruits, vegetables, spices, herbs, or other indigenous products from their region (note: it is not required that the other spirits be locally produced).  Each winner will receive an Edible Communities editorial profile as well as a Yarai (Japanese) Cocktail Mixing Glass from Cocktail Kingdom.  Each regional winner will then be eligible to win a $1O,OOO cash prize.  Submissions will be accepted until August 31.  To learn more visit: stgermain.fr/cancanclassic.

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