Summaries of New York Times Articles

Topics: Spice, Cocktail, Gin Pages: 5 (1544 words) Published: October 14, 2014
Zikun Meng
PoM MW 12:30pm
Chapter 10

Mr. Matt Hemeyer found his company based in Seattle in 2012. The business is about a line of hot sauces for beer and making 24 varieties of liquid spices for cocktails what come in flavors like curry, cardamom, Thai green chili and clove. By shipping a habanero-infused cocktail at a bar in the Capitol Hill, Seattle, Mr. Hemeyer realized that he could not find that type of drink anywhere else, he wanted to create and introduce them to the public so people can create their own cocktails. I choose this article because it reflects the materials in Chapter ten, and I also think the founder is very interesting, I feel like there are many people are experiencing and observing things but they never bring them up into an actual business idea, in the article, Mr. Hemeyer does which lead him toward successful. Relate to the text, Mr. Hemeyer did marketing research on the liquid. He found that the spices he knew in Seattle were not available anywhere else. Then he came up with the idea of sailing these products to other cities, started from Chelsea Market Baskets in New York, Napa Valley Distillery in California and independent Spirits in Chicago. He observed that some popular drink combinations “are star anise cocktail spice in a rum and coke, and cardamom and rosemary in a gin drink, and the handcrafted spirits sector is really growing” Mr. Hemeyer believes this is a new part of the liquid market, something new never exist before.

A Small, Spicy Start-Up Prepares for the Demands of Eggnog Season By JULIE WEED OCT. 1, 2014
ADDITION makes 24 varieties of liquid spices for cocktails and a line of hot sauces for beer. The spices come in flavors like curry, cardamom, Thai green chili and clove and are packaged in small bottles with eyedropper tops so bartenders and party hosts can use them in specialty drinks. Based in Seattle, the company was founded by Matt Hemeyer, a sales director, and Eric Salenski, an aerospace procurement manager, both of whom still have day jobs. THE CHALLENGE Because they have yet to hire employees, Mr. Hemeyer and Mr. Salenski have been handcrafting, bottling, labeling, packaging and shipping about 750 bottles of their liquid spices themselves each month. The founders expect a bump in sales during the holiday season, but have no idea how big that bump might be. Other small spirit producers and retailers have told them to expect sales to increase fivefold in November and December. And their public relations specialist has been pushing to get the product listed in gift guides, which could further increase sales. Mr. Hemeyer and Mr. Salenski have yet to figure out how, if the orders come, they will be able to afford to increase production. THE BACKGROUND Sipping a habanero-infused cocktail at a bar in the Capitol Hill neighborhood of Seattle in 2012, Mr. Hemeyer lamented that he could not find this type of drink anywhere else. He mused aloud about creating a “liquid spice rack for bartenders," so that professionals and amateurs alike could create their own combinations. Encouraged by positive reactions from his friends, he teamed up with Mr. Salenski, another “spirit enthusiast,” and they started the company with savings and a loan. They kept their jobs and did work for Addition on weekends and in the evenings. In March they started selling their first cocktail spices and beer sauces in four- and five-ounce bottles. The infusions are available online and through about 10 retail spirits outlets, including Chelsea Market Baskets in New York, Napa Valley Distillery in California and Independent Spirits in Chicago. The stores sell a four-ounce bottle of liquid spices, enough to flavor 60 to 100 drinks, for $16 to $18. Five-ounce beer sauces sell for $12 and spice about 80 beers. “They’re pretty potent, so a few dashes are all you need,” Mr. Hemeyer said. Some popular drink combinations, the founders say, are star anise cocktail spice in a rum and coke, and cardamom...
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