Lux_2018_Q1_Newsletter_FIN REV

2018Q1

OUR CHAIRMAN REBEL YELL® LAUNCHES
HAS SOMETHING REBEL & RECORDS CONTEST
TO SAY 2
LUX ROW DISTILLERS Rebel Yell® Bourbon is now spinning its nationwide
UPDATE 4 Rebel & Records Contest, inviting Rebel Yell fans to
BLOOD OATH share a photo of themselves “Letting Your Rebel Spirit
PACT NO. 4 8 Be Heard” to www.rebelandrecords.com for a chance
to win one of more than 1,000 music-themed prizes.

CONTINUED ON PAGE 6

CRAFTING COCKTAILS AT THE SAN ANTONIO
COCKTAIL CONFERENCE

Limestone Branch Distillery mixed,
poured, and sipped with some of the
country’s top bartenders and cocktail
aficionados at the San Antonio Cocktail
Conference (SACC) in January.

CONTINUED ON PAGE 3

luxco.com

OUR CHAIRMAN CRAFTING COCKTAILS AT THE
HAS SOMETHING TO SAY SAN ANTONIO COCKTAIL CONFERENCE COCONNTITNINUUEDEDFRFROOMMCOCOVEVRER......

Happy 2018 to everyone, and I hope you me in 2015 on the fact that we needed to do During the Saturday Tasting Suites, Limestone
had a great holiday and New Year! this. Now that we are making whiskey (over Branch Distillery Ambassador, Stephen
2,000 barrels since distilling began in early Fante, captivated audiences with the distillery
Thanks to all Luxco staff, vendors, January), I can now better understand his and brand story, while Master Distiller,
suppliers, distributors, and retailers vision and why this was so critical for us. I am Steve Beam, explained the intricacies of
for your assistance towards another so excited for the ribbon cutting and for us all craft distilling. Stephen, Steve, and Portfolio
successful 2017 for Luxco. to be together to honor this great event! Ambassador Jen Dunn served 500 samples
of Yellowstone® Select, Yellowstone Limited
2017 turned out to be a difficult year versus As you will read about in this Newsletter, we Edition ’16 and ’17, and Minor Case® Rye
our forecasts, mainly due to the unstable are continuing to drive the consumers and at the tasting suites, and an additional 700
agave market in Mexico and its effect on trade to our brands with a host of new and samples at the Saturday evening Cocktails
our input costs on all tequila products. exciting promotions for 2018! We have been Under the Sea event. Signature cocktails
Without those unforeseen circumstances, experiencing great results with a higher included a Yellowstone Maple Old Fashioned
we could have, for the most part, achieved focused approach on key brands. The and a Minor Case Ginger Cocktail, while neat
our overall margin goals. The tequila Ambassador team, under Javier’s leadership, pours of each product gave attendees
situation aside, the job EVERYONE did in is continuing to get our brands in front of the a chance to enjoy the spirit straight.
staying focused on the operations, sales & correct influencers, and they are taking hold!
marketing plans, and budgets was Our industry awards that you will read about “The consumers were especially engaged,”
outstanding. The operations team, on page 8 are a direct result of the efforts of said Steve Beam. “I think the size of the
especially, did a wonderful job at keeping the entire company and are a reflection of crowds were just right for spending quality
production costs in-line across the many everything we have been striving towards. I time with people.”
facets they are faced with daily. This am certain there are more awards and
resulted in gains overall versus the annual accolades to follow! The SACC is more than just beverage tastings,
plan. Well done!!! paired dinners, and cocktails. Industry
In closing, I want to again mention and honor leaders give demonstrations and lectures
By the time you read this, you will have Jerry Brey who you will read about on page 9. on subjects ranging from small business
been to Lux Row Distillers (LRD) or are There are not many of us left here at Luxco strategy to upcoming trends. Additionally, the
getting ready to attend the ribbon cutting on that remember Jerry and worked with him, conference donates 100 percent of its profits
April 11th. While we cannot fully appreciate but he was special to us in so many ways. I to local charities that are making a difference,
the enormity of this endeavor right now, as was delighted when all of you raised over which is made possible due to volunteers,
it’s difficult to ‘see the forest through the $2,000 in his memory, and along with another patrons, and sponsors. The SACC is not only
trees’, I am confident that 5, 10, 15 years $2,000 from Luxco, we were able to fund the helping the cocktail industry, it is making
and beyond, we will look back and bridge at his golf course in his memory. Dan a difference in the community, and that is
understand that this will be a and I will be there this spring and will something we are happy to be a part of.
transformational occurrence for Luxco. certainly have a whiskey, a smile, (and a
Building LRD, and allocating the money tear!), in memory of our buddy Jerry.
needed to build out the entire site, was not
an easy decision for me, and it was not We have a big year ahead of us with great
without doubt. David knew it was the right plans and great goals to hit. LET’S GO LUXCO!
thing for the business and began educating

2 company news 3

LUX ROW DISTILLERS™ YELLOWSTONE® BOURBON
UPDATE SUPPORTING AMERICA’S NATIONAL PARKS

Lux Row Distillers™ has had a busy winter This year, Yellowstone® Bourbon will be advocacy organization for the national parks. As part of the program, those who enter
as the distillery continues to make progress launching a cause marketing program The organization, founded in 1919, ensures will have the chance to win a trip to
toward its grand opening this spring. It’s that harkens back to its iconic roots, as access to America’s national parks, preserves Yellowstone National Park, as well as
hard to believe that less than two years the bourbon was originally named after parks for future generations, and provides outdoor merchandise, through an online
ago, we were just planning our ground- Yellowstone National Park in 1892. There support for parks to thrive. contest running from May until August.
breaking ceremony. are over 400 National Park sites across the Consumers are asked to submit a photo to
country, and together they welcome more This year, consumers will be supporting yellowstonebourboncontest.com showing their
This winter, all of the distilling equipment was than 300 million visitors per year! America’s national parks by purchasing pioneer spirit.
installed and prepared to start distilling some Yellowstone Bourbon, where a portion
of Kentucky’s finest bourbon. At the beginning Yellowstone Bourbon and Limestone Branch of the proceeds of every bottle sold will Preserving our parks one bottle
of 2018, the operations crew and Head Distillery have partnered with the National be donated to the National Parks at a time.
Distiller John Rempe, turned on that beautiful Parks Conservation Association – the leading Conservation Association.
copper Vendome still, and began making
bourbon! The first barrels of Lux Row’s very EVERCLEAR® ENCOURAGES
own distillate were filled in early January, and CONSUMERS TO GET CREATIVE
we officially filled our 500th barrel almost one
month later. While the distilling team is busy A clean slate, a blank canvas, and endless Whether you’re crafting a complex tincture
making whiskey, the construction continues potential – three ways to describe the many or simply making a two-ingredient infusion,
on the front of the house, where the retail benefits of experimenting with Everclear in we invite you to Make It Your Own!
space and tasting room will be located. Every mixology. The higher alcohol content, and clean
day, the distillery continues to take shape. taste, gives Everclear® an edge in its ability to Visit MakeitYourOwn.com
More and more details are coming to life, extract flavor, making it ideal for infusions. for recipes and more.
showcasing the wonderful design and décor
of the distillery, led by Creative Director Everclear continues its Make It Your Own
Michele Lux. campaign, highlighting the brand’s versatility.
This spring, consumers are encouraged to
Kevin Didio, Visitor Center Manager at Lux use fresh, natural ingredients to create their
Row Distillers, has hired a solid team of tour own do-it-yourself (DIY) flavored “vodka.” The
guides for when the distillery doors finally DIY trend allows consumers to customize and
open. “We are very eager to show visitors this personalize their products in order to meet their
beautiful distillery and give them a taste of our goals – may that be calorie control, unique
award-winning bourbons being made here,” flavors, or specific alcohol proof.
he said.
This summer, many 750mL and 1L sizes of
The grand opening celebration is scheduled Everclear will have recipe booklets attached
for mid-April, and we can’t wait to come to the bottle at retail to help consumers with
together to celebrate this major milestone. creative ways to enjoy the spirit.
Here’s to many more barrels and many more
memories being made at Lux Row Distillers! 5

4

REBEL YELL® LAUNCHES CONTINUED FROM COVER ... DENVER INDUSTRY NIGHT
REBEL & RECORDS CONTEST CELEBRATING EXOTICO® TEQUILA

Three grand prizes will be awarded based Cocktails, performers, and interactive tequila-beer cocktails. All were designed raffled off to the crowd. Additionally, Red
on creativity, uniqueness, personality, branded elements brought Exotico® Tequila to showcase Exotico’s creativity in the Bull’s local team brought light-up menus
communication of contest theme, and to life at the Exotico Tequila Industry Night in cocktail segment. and curated a featured Exotico drink. PBR
overall appeal. Varying prizes include a Denver, Colorado this winter. Held at Ophelia’s supplied the photo booth for the event and
custom hi-fi record playing system, a private Electric Soapbox, the event supported RNDC Entertainment took a front seat, with was served as the night’s featured beer. The
concert experience, indie vinyl records, Colorado – and the key accounts that helped performances by several local bands, Exotico Tuk-Tuk – a three-wheeled vehicle –
headphones, vinyl record tote, slip mat, get them there – in exceeding their 2017 goal DJs, and rappers, as well as illusionists was available for free rides within the Denver
wooden record crates, a set of vinyl record by hitting approximately 20,000 cases. More who performed an act set to the theme of Metro area throughout the night to ensure
dividers, a Rebel Yell® sticker pack, and a than 500 industry professionals, including “Let Your Spirit Rise”. event attendees would get home safely.
Rebel Yell guitar pick. bartenders, buyers, sales team members,
local industry influencers, media partners, and As a local tie-in, a popular Denver-based Overall, Exotico Tequila kept it 100%
In addition, hundreds of weekly winners more, got a taste of Exotico Tequila throughout ice cream company, Little Man Ice Cream, (agave) at its largest account takeover
will be selected in a random drawing and the night. created a Mexican Chocolate Mocha Exotico to-date. A big thank you to our industry
may receive concert ticket vouchers, vinyl Tequila flavor to serve throughout the night, partners for their continued support!
records, portable turntables, and more. Featured cocktails included Frozé, an array while Never Summer Snowboards crafted
of Exotico Margarita flavors, and signature custom Exotico snowboards, which were
Each vinyl record awarded to consumers will
be from an artist associated with Innovative
Leisure – a Los Angeles based independent
record label that represents a large range
of indie artists. This music rebels from the
mainstream and doesn’t fall into a single,
defined musical style or genre, assuring
there will be something for each winner
to enjoy.

The Rebel & Records Contest runs
from February 12th to April 30th.

67

BLOOD OATH® SALVADOR'S® LAUNCHES TWO
PACT NO. 4 NEW EXCITING FLAVORS

The 2018 Blood Oath® release, Pact No. the toasted barrels used during the finishing Everyone’s favorite ready-to-drink margaritas, “Both of these new flavors are
4, is a masterful union of three well-bred process. Blood Oath Pact No. 4 is bottled Salvador’s®, is launching two new innovative great additions to the Salvador’s
Kentucky straight bourbons that come at 98.6 proof and will be available at select flavors to join its lineup of cocktails – lineup,” said Katie. “Just open and
together for a unique and complex flavor retail stores nationwide in a 750mL bottle Spicy Lime Margarita and Top Shelf pour at your next gathering for an
profile. The first is an extra aged 12-year- starting in April. Only 12,000 cases will Strawberry Margarita. easy and refreshing cocktail.”
old bourbon that provides a mellow, smooth be available, and once this bourbon
finish with deep oak undertones, while the is gone, it will never be made again. The Spicy Lime Margarita is the newest The brand also has a new website
second is a rich 10-year-old bourbon that addition to Salvador’s flagship line of available for consumers to learn more
adds caramel and honey flavors. The third, products. Made with tequila and triple sec, about the full-flavored cocktails offered
a 9-year-old bourbon, is finished in toasted it offers just the right kick of spice and in the Salvador’s line-up. Make your
bourbon barrels which add deep chocolate, refreshing lime. way to SalvadorsCocktails.com for
vanilla, and spice flavors. more information.
“Spicy margaritas are really popular with
“We finished the 9-year-old bourbon in consumers right now, and with no measuring,
a toasted barrel to add an extra layer of no mixing, and no fuss, consumers can enjoy
flavor, giving it some spice with accents of this full-flavored cocktail over ice,” said Katie
chocolate. The toasted barrels, combined Schuette, Brand Manager.
with the aging in traditional charred barrels,
create a uniquely complex bourbon like no The Top Shelf Strawberry Margarita is
other,” said John Rempe, Head Distiller of masterfully crafted with premium tequila and
Lux Row Distillers™ and creator of Blood triple sec, perfectly blended and ready to
Oath. enjoy at 30 proof.

To make it even more special, this year’s
release will be sold in a commemorative
stained wooden box that is reminiscent of

LUXCO® BRANDS LUXCO® IN THE COMMUNITY
RACKING UP INDUSTRY AWARDS REMEMBERING JERRY BREY

The awards just keep coming for our Luxco® with double-digit growth in each of the past four Brand Award this year, one of only 31 brands Jerry Brey was a beloved member of the well as those he worked with. Jerry was also Jerry at his favorite place – the golf course
brands! The 2018 Growth Brand Awards from years. The brands must also be at least five to receive this award in 2017, which honors Luxco® community throughout the 36 years an avid golfer, and he shared his love for the at the Cape Girardeau Country Club in Cape
Beverage Information Group includes awards for years old. The Established Growth Brands the fastest-growing spirits across the country. he worked for the company, and one of the game with many of his Luxco coworkers. Girardeau, Missouri. Through donations made
Rebel Yell® Whiskey, Exotico® Tequila, Juarez® award is given to brands who are top sellers, To meet the Hot Brands’ stringent criteria, few employees in the company’s history by the Lux family and many other members
Tequila, and Ezra Brooks® Whiskey. These moving a minimum of 400,000 9-liter cases spirit brands must have a minimum volume of lucky enough to work for all four generations Whether on the job or on the course, Jerry of the Luxco community, a bridge has been
brands will be featured in the March/April issues annually and must have done so in each of the 200,000 cases and also represent at least one of of Luxco owners. Whether he was running lived out Luxco’s motto of “Work Hard. Serve installed at the country club in Jerry’s memory.
of Beverage Dynamics, Cheers, and StateWays past four years. the following: an established brand with double- distributor houses for the Lux family in Our Customers. Have Fun. Do the Right
and recognized by the industry at the next digit growth in each of the past three years; an Missouri, overseeing the Midwest Division, Thing.”, according to Dan Streepy, Executive The Luxco family is proud to honor
WSWA conference. Juarez Tequila also won the prestigious Growth established brand with at least 15% growth in or serving as the Open State Sales Manager Vice President of Sales. Jerry in such a special way.
Brands Hall of Fame award and will receive the 2017; one of the market’s top 10 spirit brands covering the United States, he had a passion
The Growth Brand awards are divided into four cover story of the March/April issues of Beverage with at least 5% growth in 2017; and at least for the business and the people. He always When Jerry passed away in 2015, the Luxco
categories (Fast Track, Rising Star, Established Dynamics, Cheers, and StateWays, in addition 15% aggregate growth since 2014. Ezra Brooks did his best to serve Luxco’s customers as family knew they needed to forever honor
Growth Brands, and Comeback Brands) for to a trophy at the Las Vegas WSWA. This means has seen tremendous growth recently, having
beer, wine, and spirits. The winning brands the brand has had at least 15 years of Growth shipped 234,000 cases last year and seeing
are determined by the Beverage Information Brand awards out of the last 20 years in which 15.5% growth*.
& Insights Group, which tracks case sales the awards have been presented. The brand will
throughout the year. All awards are given based also get a full profile in the May/June issue of (*Source: NABCA 9L R12 through December 2017)
on sales the prior calendar year. Beverage Dynamics and the June/July issue of
Cheers, covering the entire history of the brand.
The Fast Track award is given to brands that
have exceeded 100,000 9-liter cases in 2016, In addition, Ezra Brooks received the Impact Hot

AWARDS Fast Track Award Jerry Brey
Fast Track Award
Rebel Yell Whiskey Impact Hot Brand Award
Exotico Tequila Established Growth Award
Ezra Brooks Whiskey Growth Brands Hall of Fame Award
Juárez Tequila


8 luxco.com 9

EMPLOYEE SPOTLIGHT UPCOMING UPCOMING
SCOTT SOWLES - IT SPECIALIST ANNIVERSARIES BIRTHDAYS

Born in Colorado Springs, Colorado, IT has time to unwind, he enjoys a nice glass of Rick Przebieda 4/1 Mark Overton 4/1 Linda Chavez 5/20
Specialist Scott Sowles has lived in 49 of the bourbon and some video games. Daniel Streepy 4/1 Richard Hopkins 4/2 Robert Havrilla 5/20
50 states, thanks to being a military brat, he Richard Hopkins 4/1 Holly Lauber 4/2 Donald Brush 5/21
says. After settling down in Missouri in 1993, Fun Facts Allison O'Brien 4/5 Jeffrey Jones 4/8 David Kus 5/22
Scott is proud to call St. Louis home. He has What is your all-time favorite movie? John Novosel 4/6 Javier San Martin 4/9 James Moran 5/24
worked in Luxco®’s IT department since 2010, Top Gun John Reynolds 4/7 Sheila Welch 4/12 Justin Ross 5/26
where his primary responsibilities are to ensure What is a place you would love to travel to? Amer Bidzevic 4/7 John Reynolds 4/12 Dana Downs 5/27
employees’ PCs are up and running. Scott’s I haven’t been to Scotland. It’s where my James Davis 4/10 Kevin Brazzil 4/13 Virginia Hufford 5/27
dependability and positive attitude always ancestors are from, so it would be cool Pamela Woods 4/12 Leroy Valandra 4/14 Tom Usher Jr. 5/28
guarantee that everyone is in good hands. to go someday. Christine Hanneken 4/13 Maria Lazariou 4/18 Sheila Rowens 5/29
What is your favorite cocktail? Glenn Kehoe 4/14 Michael Walker 4/22 Sharon Osburg 5/31
“I love the people at Luxco. I enjoy Rebel Yell® and Coke, or a good scotch Mark Overton 4/14 Selnika Kandula 4/23 Aaron Bobb
helping folks solve the issues they on the rocks. Jason Maxwell 4/15 Glenn Kehoe 4/26 Kem Kilgore 6/2
are having and getting them the IT Famous person you would like to meet? Ricardo Torres 4/15 Taylor Terrance 4/27 Robin Edwards 6/2
items they need to succeed in their Elon Musk. I figure I could say I met the man John Smugala 4/17 Frank Galipo 4/27 Greg Mefford 6/4
jobs,” Scott said. “It really is a family who is changing modern civilization as we Diane Harte 4/20 Donald Rilling 4/28 Eric Evans 6/7
atmosphere. You know everyone, and speak with all he is doing. Scott Slama 4/24 Wallace Amanda 4/29 Walter Hubert 6/7
it feels good to help. You aren’t just a Best word to describe you? Richard Herzing 4/25 Patricia Junge 5/2 Rick Angevine 6/8
cog in the machine.” Loyal Heather Jennings 4/28 James Davis 5/3 Jason Finke 6/10
Timothy Stecher 4/28 Matt Wilkes 5/4 Jeffrey Presson 6/12
Kyle Hografe 4/29 Richard Hallquist 5/5 Jeffrey Curtis 6/15
Jon Stowell 4/30 Christine Weiser 5/6 Joseph Rulo 6/17
Nathan Barnard 5/1 Donna McGraw 5/7 Amer Bidzevic 6/19
Nicole Doeschot 5/1 Richard Snyder 5/14 Laura Catanzaro 6/21
Nathan Aubuchon 5/1 Eric Pikey 5/17 Daniel Brush 6/23
Lindsey Zofchak 5/2 Matthew Checksfield 5/19 6/23
Don Moticka 5/2
When he’s not managing Luxco’s software and Bill Pennington 5/6 NEW ARRIVALS BIG ANNIVERSARIES
solving technology problems, Scott stays busy Kem Kilgore 5/10
with his two kids, who are 7 (Evelyn) and 4 Scott Sowles Mary Habert 5/11 Alexander James Dulay, Randle Mehl 30 years
(Shane). He is heavily involved in their day-to- Vernon Warlick 5/14 son of Eric Dulay Glen Kehoe 25 years
day lives, and he is even an assistant coach Allison Yeakey 5/15 Mattson Ryan Beasley, David Bratcher 20 years
for his daughter’s soccer team. When Scott Stuart Robinson 5/16 son of Kelly Thompson Brian McEnany 20 years
Jane Mann 5/16 Hipolito "Polo" Mendez IV, Scott Byrne 15 years
EMPLOYEE SPOTLIGHT Donn Lux 5/18 son of Marla Mendez David Clark 15 years
MARLA MENDEZ - DIVISION MANAGER Maya Ralkowski 5/22 Patricia Junge 15 years
David Gaab 5/26 Dino Oliver 15 years
As Division Manager of the Pacific Northwest, moments are spent at home with her Michael Beck 5/26 John Reynolds 15 years
Marla Mendez covers Washington, Alaska, husband, daughter, and newborn baby boy, Kevin Brazzil 5/27 Jerry Lincoln 10 years
Hawaii, and Nevada. Marla works closely with cheering on the Washington Huskies at nearly Matt Schumacher 5/29 Timothy Stecher 10 years
all departments at the distributor in each state every home football game, or rocking out to Slavica Markovic 5/29 John Smugala 10 years
to implement pricing and programming for Pearl Jam (she’s been to more than Dan Martin 5/30 Tyler Arnold
Luxco brands, and to grow cases and 50 shows!). Kirk Kline 5/31 Andy Connor 5 years
gross margin. Matthew Checksfield 6/1 Steve Einig 5 years
Fun Facts Amel Pasagic 6/1 Christina Hausmann 5 years
Marla started with Luxco as a promoter for What is your all-time favorite movie? Josh Gaines 6/1 Joanna Nelson 5 years
Washington and Oregon in 2009, and after a The Notebook. Yes, I’m that girl. Sappy movies Michael Thomas 6/1 Jessica Noeldner 5 years
couple of years, she was promoted to State are my thing. Allen Hosang 6/3 Kristen Rickermann 5 years
Manager for Washington, Alaska, Idaho, What is a place you would love to travel to? Erik Amato 6/9 Christine Weiser 5 years
Montana, and Wyoming. She was again Italy is at the top of my list. Mark Pirtle 6/14 Jason Maxwell 5 years
promoted to her current role in 2015. What is your favorite cocktail? Timothy Friedmann 6/19 Kyle Hografe 5 years
An El Mayor® Blanco Paloma in the spring and Kalie McBride 6/20 Nathan Barnard 5 years
“I love working for a family-run summer, and a Rebel Yell Manhattan in the Erik Hage 6/22 Allen Hosang 5 years
company that values its employees,” fall and winter. Jaclyn Poltorak 6/22 Michael Ahlersmeyer 5 years
Marla said. “It is very fulfilling to be Famous person you’d like to meet? Matt Schweiger 6/22 Joshua Alexander 1 year
able to help create ideas for Luxco Eddie Vedder from Pearl Jam. Leroy Valandra 6/22 Dwayne Washington 1 year
brands and bring those visions to Best word to describe you? Kyle Miller 6/23 Robin Edwards 1 year
life. I always feel like everyone at Loyal Donald Brush 6/25 Chris White 1 year
Luxco is supportive and making a Chris White 6/26 Timothy Friedmann 1 year
valuable contribution.” Sandra Russ 6/26 Maya Ralkowski 1 year
Sheila Welch 6/28 Allison Yeakey 1 year
Jerry Lincoln 6/30 Mary Habert 1 year
Nicole Doeschot 1 year
Scott Salma 1 year
James Davis 1 year
1 year
NEW HIRES
Marla loves to travel for business and Marla Mendez
pleasure. Outside of work, her favorite Jeff Curtis
Miscellaneous
Michael Walker
Miscellaneous
Holly Lauber
Kemper Receptionist

10 announcements 11

5050 KEMPER AVENUE I ST. LOUIS, MO 63139 I LUXCO.COM 1 PRST STD
U.S. POSTAGE

PAID

SAINT LOUIS, MO
PERMIT NO.
XXXX

NEW CONTROL STATE
LISTINGS

MICHIGAN

Juarez DSS Silver 1L
Arrow Orange Curaçao 1L
Rebel Yell Mixed Gravity Bins 50mL

NORTH CAROLINA

Exotico Blanco 1.75L
Exotico Reposado 1.75L

PENNSYLVANIA

Lady Bligh Spiced Rum PET 750mL Traveler
Lady Bligh Cherry Spiced Rum 1.75L
Exotico Reposado 750mL

VERMONT

Salvador’s Hard Ice Tea Lemonade 1.75L
Salvador’s Mojito 1.75L
Salvador’s Strawberry 1.75L