Any chef or bartender will tell you that, among other essentials, a sharp knife is critical to a successful service. Breakthru Beverage has overseen the Life is Beautiful beverage program since year one. Now, as year five draws near, the team has honed and polished that beverage plan like the finest steel.
On board as premium sponsors this year are Dos Equis, Jack Daniel’s Tennessee Whiskey (returning for its fifth year) and Tito’s Vodka. Back in a big way for its fifth year is Fernet-Branca Italian amaro, and additional featured brands include St. George Vodka, Fortaleza Tequila, Rhum Clément, Smoke Wagon Bourbon, Appleton Estate Rum and Kimo Sabe Mezcal.
It is from these brands and others that Breakthru Beverage development specialists Andrew Pollard and Rodger Gillespie have created a streamlined portfolio of 20 cocktails, down from last year’s 24 drinks, 38 in 2015 and less than half of a most ambitious 52-recipe debut in 2014.
“This is the year we’ve really nailed all facets, whereas before it was a little extensive,” Pollard says. “We’ve now had the opportunity in year five to refine down to what we know makes sense for all demographics, from [ages] 21 to 25, 30 to 40, etc.”
Here’s one of the drinks that will refresh palate and spirit at Life is Beautiful on that hot September weekend to come.
Clockwork Orange Julius
Highlighting the tangerine Red Bull expression (the orange can), “it’s fun and cheeky,” Pollard says. “People identify with Orange Julius; we want to have something for everyone.” For me, however, this frozen blended refresher is all about memories of racing to the catch the ice cream truck.
In the Glass: Red Bull Orange Edition, Jack Daniel’s Tennessee Honey, Giffard Vanilla Liqueur and Tippy Cow Orange Creamsicle rum-based cream liqueur
Find It: At the Red Bull activations