Guardians of Grail

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Crispin cider is making its mark
Joe Heron could have called his latest liquid concoction Chipper,[link widoczny dla zalogowanych], which aptly describes not just the clear, spritely hard cider but also its ebullient creator. citizens last summer,[link widoczny dla zalogowanych], and he launched Crispin in early fall,[link widoczny dla zalogowanych], to great results.
"We can't ensure that it stays on the shelves," said Jim Surdyk, who owns the Minneapolis spirits emporium that bears his name. "We've had hard cider for years, but nothing that sold such as this."
That could be because Crispin -- which is available in Original, Light and Brut versions -- was devised and launched differently.
"All cider so far was marketed like a beer alternative -- the sweet beer for people who liked that sort of thing," said Heron over lunch at Whitey's on E. Hennepin Avenue, across the street from his headquarters. "We felt like that didn't get it done justice. When we tested this and mentioned cider,[link widoczny dla zalogowanych], people would rub their chests like they'd heartburn. So we put it in a clear bottle so people can see that's it not beer or traditional cider."
Practicing to achieve perfection
But all of the PR savvy on the planet, even from the guy who made Nutrisoda a hot item, won't possess a lasting impact if the product doesn't deliver flavor. So Heron Co. experimented. A great deal.
They tried single-varietal ciders, "but they ended up very thin, which shocked me," Heron said. So that they opted for blends.
They played around with using concentrate. The verdict: "garbage in,[link widoczny dla zalogowanych], garbage out. So we use fermented juice only." They nixed preservatives, as well.
They looked at many sources before buying Northern California -- for the time being. Chicago has the most sales at the moment,[link widoczny dla zalogowanych], with the Twin Cities second,[link widoczny dla zalogowanych], and Heron says his customer base continues to be evenly split along gender lines. "Women are much more experimental in their method of beverages," said Heron.
The largest consumer surprise, he added, is the fact that Brut has accounted for a lot more than 40 % of the sales. "It's more costly to create [than Original or Light],[link widoczny dla zalogowanych], takes longer. Isn't that always the way in which?" Heron said with a smile.
Part of the Brut's success might go beyond the bubbles: It is also a good mixer with Jack Daniel's (an "Apple Jack,[link widoczny dla zalogowanych]," but of course) and Jameson's Irish Whiskey (the "Big Apple"). And also the Brut is a particularly good match with food, whether utilizing it in order to smoke brats or sipping it with a spicy pho.
With a new year dawning and it is inevitable weight-watching craze, the sunshine (my personal favorite) might soon supplant the Brut in popularity. And with traditional apple-cider season behind us,[link widoczny dla zalogowanych], the indefatigable Heron includes a raft of promotions lined up, including some dandy "Icebreakers" ads and also the world's coldest baseball game at Midway Stadium on Feb. There's sufficient oak to supply a few pounds but not so much as to modify the smoothness. This $22 red is a mixture of three grapes: Tinta Roriz, Touriga Nacional (the source of most Ports) and Touriga Francesca.
The setting: This Portuguese red is robust enough to keep up to wintry stews and roasts, and bright enough to work as a before-meal sipper.
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