INTRODUCTION

MEANING
Liqueurs are alcoholic beverages that are bottled with added sugar and have added flavors that are usually derived from fruits, herbs, or nuts. Liqueurs are distinct from beaux-de-vie, fruit brandy, and flavored liquors, which contain no added sugar. Liqueurs are historical descendants of herbal medicines; they were made in Italy as early as the 13th century and were often prepared by monks (e.g., Chartreuse and Bndictine). Nowadays, liqueurs are made worldwide and are served in many ways: by themselves, poured over ice, with coffee, mixed with cream or other mixers to create cocktails, etc. They are often served with or after a dessert. Liqueurs are also used in cooking. Some liqueurs are prepared by infusing certain woods, fruits, or flowers, in either water or alcohol, and adding sugar or other items. Others are distilled from aromatic or flavoring agents. Anise liqueurs have the interesting property of turning from transparent to cloudy when added to water: the oil of anise remains in solution in the presence of a high concentration of alcohol, but crystallizes when the alcohol concentration is reduced; this is known as the ouzo effect.

Layered drinks are made by floating different-coloured liqueurs in separate layers. Each liqueur is poured slowly into a glass over the back of a spoon or down a glass rod, so that the liquids of different densities remain unmixed, creating a striped effect. The word liqueur comes from the Latin liquifacere ("to liquefy"). Ost liqueurs range between 15% and 55% alcohol by volume.

HISTORY
Egyptians and Greeks were distilling grape wine from around 400 BC in a very basic form. It is speculated that the early Greeks were also the first to combine wine with honey and fruits, all produced from the local plants growing in abundance. However, the earliest reference to modern distillation occurred in Europe in the late 13th century. The product of distillation was a rough spirit, yet it was considered to hold medicinal qualities. When applied to open sores and wounds, they miraculously healed. Also at this time assorted herbs, spices, and fruit that were considered to have medicinal qualities were grown and administered as tea-like infusions. The logical step was to combine the two; however this often produced spirits with an unpalatable taste. Commercial production of eau-de-vie began in the 14th century when Dutch merchants discovered that distilled wine was easier and cheaper to ship than regular wine. The downside was that it was still rough with a less than pleasant taste.

These merchants were not only shipping wine but also spices and exotic fruit from the Middle East, Asia, America and the West Indies. Spices and exotic fruit often perished quickly. It was discovered that when infused in eau-de-vie they lasted longer, with the added benefit of the eau-de-vie take on these flavours. The result was a flavoured bitter alcohol that was still not pleasant to drink. The discovery of sugar for these merchants was the final key. Adding sugar to the eau-de-vie covered the bitterness then a further distillation removed the unpleasant tastes and so liqueur was created.

PRODUCTION

The base ingredients of all the liqueurs are pure and neutral spirit, sugar or syrup and flavouring components.

The spirit can be produced from any sugar rich source, such as fruit, grain, sugar cane, or vegetables. The spirit should be distilled to a relatively high level of alcohol and to a level that removes most impurities. Ideally the spirit will be neutral, colourless and flavourless.

Flavouring components can take the form of any natural product, such as fruit, seeds, leaves, plant roots or bark. Flavouring components will be added to the spirit in large vats and allowed to macerate over a period of time. The time allowed for this infusion process will depend on the flavouring component, the temperature of the mixture and the distillers preference in taste.

Once the desired level of flavour and aroma has been achieved, the mixture will be distilled. In general, the mixture will be distilled once in a pot still as this retains a greater level of flavour and aroma in the final spirit. A few distillers, however, will use a column still if the spirit they wish to produce is light and mildly flavoured.

After distilling, sugar or syrup will be added to the spirit along with any colourings or additional flavour essences if required. The addition of sugar naturally lowers the alcoholic content and develops the flavour of the ingredients.

Before being bottled, depending on the distillers preferences in taste, the collected spirit may undergo one or more of the following

Reduction to a lower alcohol volume by the addition of distilled water Filtration to removed impurities resting in glass or stainless steel containers Maturation in wooden casks

An exception to this process is when the base spirit is an eau-de-vie that has been produced to retain flavour and aroma characteristics of the original base ingredient. Rather than macerating the flavour components in spirit, the spirit itself will be produced from the flavouring components.

LIQUEUR & LIQUOR ARE NOT THE SAME

Due to the absence of the liqueur culture in some parts of the world, many mistake LIQUEUR for LIQUOR. They are totally 2 different concepts with a diverse difference in their origin and properties.

Liqueur is not Liquor, but it does contain Liquor. There are many differing opinions, but in America when we say Liqueur, what we seem to mean is any Liquor based beverage with a high sugar content. Usually a fruity or herbal beverage. Part of defining a Liqueur seems to be in the way it's made: 1. infusion (with or without heating) 2. Re-distillation 3. Percolation Various ingredients are used in each method to add flavor or texture to the base liquor. The base liquor can be nearly any of the typical gamut, vodka, rum, whiskey, gin, tequila, pure grain alcohol etc.

You will see that herbs, spices, nuts, barks, berries, fruits, candy, meat and more can all be infused into a liquor. At that point what you really have is an "extract" and\or a "infused liquor". By general consensus (there is no standard for these things) it becomes a liqueur when you add ingredients that create a high sugar content or sweet taste. Another distinct feature for Liqueurs is an ABV (Alcohol By Volume) typically between 15-30% but as high as approximately 55%. Where as your usual Liquor would be around 40% or higher. I've seen two claims to the word origin for "liqueur" in my reading so far. French, from Old French "licour", a liquid. Latin, liquifacere ("to liquefy").

You can sum it all up and say that liqueur is a flavored or infused liquor with a high sugar content or sweet taste, but it's not typically flavored in the original distillation or fermentation process. Unless your talking about the flavors in the base Liquor. Beware though, you will see the other words like Cordial, Schnapps, Liqueur and even Liquor used interchangeably. It's not really wrong either. Liqueur always contains a liquor and could at times be a cordial or a Schnapps. Depending on what country your in, who made it and who is talking about it.

Types of Liqueur
There are many types of liqueur available, using a wide variety of flavouring components, here are some of the most common.

The distinction between liqueur and spirits is not simple, especially since many spirits are available in a flavored form today. Flavored spirits, however, are not prepared by infusion. Alcohol content is not a distinctive feature. At 15-30%, most liqueurs have lower alcohol content than spirits, but some liqueurs have an alcohol content as high as 55%. Dessert wine, on the other hand, may taste like a liqueur, but contains no additional flavoring.

Ageing In general, there are three stages to a liqueur. Steeping, filtering, and aging. Some flavors, like cranberry, need no aging. Some others, like tangerine, need up to three months just aging. Some flavors, notably almost all the dry spices, roots and beans. If the liqueur is based on fruit pulp, like apples or peaches, steep two weeks to a month, age a month. If the liqueur relies on berries, either steep two weeks to a month and age a month, or steep three months and age another month. If the liqueur relies on oils, as with citrus peels, steep a month, age three.

If the liqueur is a whole spice, steep a few days to a week, bottle and serve. If the liqueur is a powdered spice, steep a day or two, bottle and serve Types of Liqueur Liqueurs are those high-alcohols, high-sugar beverages with added flavorings usually derived from herbs, fruits, or nuts. Most liqueurs range between 15% and 55% alcohol by volume Chocolate liqueurs Chocolate liqueur, or crme de cacao, is an alcohol flavored with chocolate. Chocolate liqueurs are made from a combination of alcohol, sweetener and chocolate flavoring. Coffee liqueurs Two types of coffee flavored liqueurs exist: those that come from vodka and those that come from rum. If a coffee liqueur recipe calls for rum, it is typically called a Tia Maria. However, those made ...

Advocaat Advocaat (or advokat) is a rich and creamy liqueur made from eggs, sugar and brandy. It has a smooth, custard-like flavour. It generally contains between 14% and 20% ABV. Its contents may be a blend of egg yolks, aromatic spirits, sugar or honey, brandy, vanilla and sometimes cream. Thick advocaat is sold on the Dutch, Belgian and Tirolian markets and often eaten with a spoon, while a more liquid version is sold as an export. Thick advocaat contains egg yolk, and is used as a waffle topping and as an ingredient for several kinds of desserts such as ice cream and pastries. It is also served as an apritif or digestif. The

traditional way to serve it is in a wide glass with whipped cream and cocoa powder sprinkled on top. In the export variety only the pure egg yolks are used, making it particularly well suited for cocktails and long drinks. The original advocaat was a liqueur made by the Dutch population of Suriname and Recife with avocados. Upon returning to the Netherlands, where avocados were not available, a similar texture was achieved with thickened egg yolk. Rompope of Puebla, Mexico, is a very similar liquor based on egg yolk and vanilla. The German equivalent is Eierlikr.

Brandy Liqueurs Fruit brandies are distilled from fruits other than grapes. Apples, plums, peaches, cherries, elderberries, raspberries, blackberries, and apricots are the most commonly used fruits. So, for example, Apricot brandy can refer to a liqueur or Eau de Vie distilled from fermented apricot juice or a liqueur made from apricot flesh and kernels.

Cream liqueur A cream liqueur (not be confused with crme liqueur) is a liqueur that includes dairy cream among its ingredients. Examples include Baileys Irish Cream which uses Irish Whiskey and Amarula, which uses distillate of fermented South African marula fruits. What unites all cream liqueurs is their use of cream and a generally flavorful liqueur as their bases.

Crme liqueur

A crme liqueur is a liqueur that has a great deal of additional sugar added to the point that it has a near-syrup consistency. To be called a Crme liqueur the sugar content must be 40%. Unlike cream liqueurs, crme liqueurs include no cream in their ingredients. Crme in this case refers to the consistency. This category includes crme de cacao (chocolate), crme de menthe (mint), and crme de cassis (black currant) which is made from blackcurrants crushed into refined alcohol, with sugar subsequently added. While crme de cassis is a specialty of Burgundy, it is made in other cities of France, as well as in Luxembourg and Quebec. The quality of crme de cassis depends on the variety of fruit used as well as content of the berries and the fabrication process. The label "Crme de Cassis de Dijon" guarantees berries from the commune of Dijon. An Interprofessional Syndicate has tried since 1997 to obtain an "Appellation d'Origine Contrle" for "Crme de Cassis de Bourgogne" which would guarantee the origin and variety of fruit, as well as the number of berries in the recipe used in the manufacture.

Pommeau Pommeau is an alcoholic drink made in northern France by mixing apple juice with apple brandy. It is consumed as an apritif, or sometimes as an accompaniment to melon or blue cheese. It is also popular with a variety of desserts, including any chocolate or apple-based dishes. Pommeau is made by mixing apple must to a quantity of one year old Calvados. The proportions are chosen to ensure that the resulting mixture has 17% alcohol by volume. The liquid is then put into vats and stirred gently, before being moved to oak barrels, each

containing 400 litres, and left to age for around 30 months. The resulting drink is mahogany in colour with a bright lustre, and has an overall smooth taste, often with vanilla, caramel and butterscotch flavours. Production is controlled by two appellations covering manufacture in Brittany and Normandy: Pommeau de Bretagne, and Pommeau de Normandie.

Fruit Liqueur Liqueur made with any type of fruit. The most common way to make liqueur is to either let the fruits macerate in alcohol, or to distill them. So, for example, Cartron Triple Sec is made using a selection of sweet oranges from Brazil and Florida and bitter oranges from The Ivory Coast and Sicily. The zest is macerated in pure alcohol in a copper pot still for several hours, followed by a distillation. The resulting orange flavoured spirit is blended with crystallized sugar and water to lower the percentage of alcohol. The final liqueur is filtered before bottling.

A liqueur or cordial, as it is known in the USA, is a spirit based drink, which has been flavoured and sweetened. They are often coloured with food dyes, but not always. The spirit base is commonly neutral and extracted by the continuous distilling process. The neutral spirit base, allows for the liqueur flavourings to be more conspicuous. Some specialty liqueurs, however, utilise spirits such as, whiskey, brandy or rum as a base to take advantage of their particular flavour characteristics. Liqueurs are ideally suited as after-dinner drinks, as they were initially formed as digestifs. Today they are also popular as cocktail ingredients, with their vast array of flavours and

colours. Alcoholic proof varies greatly ranging from around 15% alc./vol, for some cream and egg liqueurs, to around 40% alc/vol, for some quality herbs flavoured digestifs (green Chartreuse is an exception, bottled at 55% alc/vol). The term creme on liqueur bottles is often confused with cream liqueurs. Creme liqueurs do not contain dairy products, instead, the term refers to a concentrated sweetening resulting in lower proof syrup-like product. Cream liqueurs, on the other hand, have dairy cream as a key ingredient to provide a rich smooth texture. The first of these to be marketed was Baileys Irish Cream, introduced as recently as 1975.

Generic Liqueurs

Generic liqueurs are produced by many distillers from around the world and are labelled under universally used names. The names of these liqueurs usually indicate their flavour, eg. Creme de Menthe (mint) and Anisette (aniseed). Australian distillers of generic liqueurs include Baitz, Seagram and Vok. Imported products such as De Kuyper and Bols from Holland andMarie Brizard from France are also available.

Proprietary Liqueurs Proprietary liqueurs are owned by proprietary companies and have registered trade names. The are universally recognised by these names as high quality products. Many have unique

and individual flavour characteristics which have closely guarded recipes. The most famous of these include liqueurs blended with various herbs, spices and other botanicals whose recipes are known by only a select few and have been passed down for centuries. For example, the French Chartreuse (green) is made today as it has been since 1605, by an order of Carthusian monks, utilising 130 different herbs and several processes. The recipe is only ever known by three people at the one time. Flavour Classification Because of the vast array of flavouring agents used in generic and proprietary liqueurs they are usually classified under general ingredient groups. These can be as follows:
o o o o

herbs and spices (including the 'flowers' and 'seeds') fruits and peels beans and nuts eggs and cream

Flavour

Liqueur Example D.O.M. Benedictine Baitz Parfait Amour (violets)

Herbs and Spices Chartreuse (over 130 herbs) Sambuca Baitz Creme de Banana Southern Comfort (peaches) Maraschino (cherry) Fruits and Peels Cointreau (orange peel) Grand Marnier (orange peel) Mandarine Napoleon (mandarine peel) Seagrams Creme de Cacao Beans and Nuts Frangelico (hazelnuts) Kahlua (coffee beans) Baileys Irish Cream Eggs and Cream Baitz Advokaat Cadbury Liqueur

Flavouring Process

Several raw ingredients are used as flavouring agents for liqueurs. These include a vast array of herbs, spices, flowers, seeds, beans, nuts, fruits, other botanicals, as well as dairy products. There are several processes employed by distillers in order to best extract the desired flavour elements of these ingredients. Some methods involve heat whereas others are 'cold' processes. These are listed below: 1. Infusion: Ingredients are crushed and left to soak in cold water for lengthy periods (up to a year). The liquid is then strained and added to the neutral spirit. This is particularly suitable for fruits. 2. Maceration: Ingredients are crushed and left to soak in alcohol for a period of days. The mixture is occasionally agitated to release the flavours before filtering. The left over pulp, is then put through a pot still to further extract flavours as well as alcohol. The resulting distillate is then mixed with the previously filtered liquid portion. If the alcohol is warmed, in order to accelerate the process, it is known as 'digestion'. 3. Percolation: Ingredients are suspended in a mesh cage in a device resembling a coffee percolator. The cold spirit is pumped through the cage extracting flavours, and soaking the flavouring agents at the same time. This process may take several months. The ingredients are then pot distilled to further extract flavours as well as alcohol to be blended with the previously flavoured spirit. This method can also utilise heat, by boiling the spirit in order to pass it through the mesh cage. 4. Distillation in Alcohol: The flavouring agents are soaked for several hours in alcohol before distilling in pot stills to concentrate flavours and alcohol. The distillate is often redistilled to attain a higher proof.

5. Steam Distillation or Fractional Distillation: Flavouring agents such s flowers and some delicate herbs undertake a soaking process in water before distillation. The flavours that are concentrated by this process are only the essential oils which can be separated by controlling the temperature of the still. These concentrates are later added to the spirit in various quantities and combinations 6. Cold Compounding: This process is often the result of previous flavour extraction methods. It involves simply adding flavour essences and oils to a spirit before the sweetening stage. Colour may also be added. Blending and maturation is common before bottling. The liqueur is carefully blended to achieve the right combination of flavours before being placed into oak casks for short periods in order to 'marry' the blend ie. allow the various liqueurs to combine in harmony.

Methods of Serving Liqueurs

Proprietary brands are generally available in bars and restaurants world wide. The market is flooded with generics which are cheaper versions. For example, a customer will ask for Cointreau and not an unknown orange flavoured liqueur. Customers world wide will request their liqueur be served in a certain way. If a customer does not request a serving method it is important to confirm with them. The following is a list of terms which describe the methods for serving liqueurs or spirits:

1. ON THE ROCKS: The spirit/liqueur is served over blocks of ice.

2. NEAT: The customer is asking for the spirit/liqueur 'straight up' with no ice added. 3. WITH WATER: It is generally a good idea to serve the water in a jug and place it next to the drink (ask if ice desired). 4. FRAPPE;: The spirit/liqueur is served on crushed ice. The appearance of a liqueur could be enhanced if a martini or balloon glass is used. Examples of liqueurs that can be served as frappe:
o o o

Cointreau Midori Creme de menthe

Strawberry, Midori 5. WITH A DASH: For example, a customer may ask for a gin with a dash of tonic. It's a good idea to place a small amount of tonic and get approval from customer instead of overpouring and being faced with wastage. 6. IN A SHOT: This means a customer would like the spirit or liqueur in a liqueur or 30 ml shot glass. If serving tequila, ask if a lemon slice and salt is needed. If the drink is a sambucca, ask if they would like coffee beans.

7. WITH COFFEE: Liqueur is placed in a glass followed by hot black coffee and topped with cream. Examples of liqueurs served with coffee:
o o o

Irish coffee Coffee bomb Spanish coffee

Velvet coffee, Irish Coffee 8. LAYERED: A liqueur glass is used with each liqueur sitting on top of the other.

LIQUEUR BASED COCKTAILS

From the after-dinner liqueurs trolley of a few decades ago to the first wave of the cocktail boom in the 1980s, the 1990s martini era followed by the more elaborate Sex & the Citytype cocktails and todays frenzy of complex creations and shotails, it would appear that the days of the simple liqueur drink are generally a thing of the past. In spite of this, with Christmas fast approaching, licensed establishments would do well to address their liqueur offering as this is traditionally the time of year when sales boom While the after-dinner liqueurs trolley is virtually dead, the liqueurs market as a whole survives driven largely in recent years by the increasing popularity of cocktails. Drunk on their own, liqueurs are commonly perceived to be sweet, expensive and only for special occasions, however younger drinkers (18-24) view liqueurs as sociable, fun and a key component of cocktails, according to Mintel. As we move into the Christmas season, sales of traditional liqueurs such as Baileys, Cointreau, Grand Marnier, Tia Maria and Drambuie will undoubtedly increase as they do every year, however to really push liqueur sales, move with the trend and add a selection of cocktails to your drinks list. Although the day of the liqueur on its own has for the moment at least definitely passed its heyday, the cocktail arena is booming, says Christian Davis, editor, Drinks International. Responding to this shift in the market, some of the leading brands are putting a lot of effort into trying to reposition themselves away from what is perceived as the somewhat boring sector of liqueurs. From intense new marketing campaigns to re-shaping

of bottles, sponsoring of bands, trendy giveaways and high-profile presence at music festivals, the majority of liqueurs are now being promoted with the younger consumer in mind.

Grand Marnier Heavily marketed earlier in the year as part of the National Barbecue Associations summer drive reaching 1.2 million consumers through a combination of tasting of the Grand Esprit summer cocktail and in-store promotions, Grand Marnier is now recommending Grand Caf for the cooler months. Take 25ml of Grand Marnier, add it to a good-quality gourmet or espresso coffee and top up with a float of cream. Created by Louis-Alexander Lapostolle in 1880, Grand Marnier is still owned and run by Louis-Alexanders heirs, now in the fifth and sixth generations. It is the third highest selling liqueur brand in the world, but today responding to the shift in the liqueurs arena is marketed more as a base for cocktails rather than a standalone drink. In addition, each year limited editions of specially designed bottles are introduced as Christmas specials with this years version being labelled the Irresistible to tempt both collectors and drinkers alike.

Jagermeister tap machine Jgermeister The 10th Largest Spirit Brand in the World (Impact, 2009), Jgermeister is also the fastest growing shot brand in the UK (Neilsen 09). Comprising 56 different herbs and spices, Jgermeister was first introduced as a digestive, but today is more often than not the liqueur of choice in a variety of guises for younger drinkers. The Jgermeister brand has worked hard to reinvent itself with younger drinkers, says Christian Davis, Drinks International. It has successfully repositioned itself away from a rather boring market to a fun market encompassing younger drinkers. Drunk predominantly either in Jgerbombs (mixed with an energy drink), or as an ice cold shot directly from the freezer or tap machine, Jgermeister is another brand that benefits from intense marketing aimed at the 18-25 age group. As well as the Jger Music Programme that sponsors 30 bands including Bullet for my Valentine and Fightstar, Jgermeister is promoted at events and rock festivals throughout the UK courtesy of two 14 ton ex-Russian military trucks that turn into stages upon which the Jger Bands perform. No self-respecting establishment with a young clientele can afford to be without this drink.

Bndictine Made to a recipe first created by a Bndictine monk in 1510, Bndictinecontains a blend of 27 herbs and spices sourced from across the globe. Its traditional methods of production and maturation, which require more than two years of care and attention, engender a rich and complex taste that has enabled the drink to win numerous international awards, including recent medals from the IWSC and ISC. Unlike other herb-based liqueurs, Bndictine is made using neutral spirit and as such is surprisingly versatile. Classic serves include Bndictine and Brandy (B&B), Bndictine and Tonic, Bndictine and Grapefruit and, of course, the world-renowned Singapore Sling.

Drambuie A century after the brands first bottling in Edinburgh, Drambuie is introducing a dramatic new bottle design during the second half of 2009. This move is the latest step in the revival of the Scotch Whisky Liqueur under the guidance of CEO Phil Parnell, who took the helm in 2005 and initiated a long-term strategy to rebuild the brand equity of the product that had seen its heyday in the 1970s and 80s. At its core, this strategy is based on moving beyond the conventional after-dinner liqueurdrinking occasion, introducing a younger generation of consumers to a much more versatile product, with relevance to todays modern lifestyle, says Parnell. The lynchpin of Drambuies international marketing activity has been the Drambuie Pursuit. Inspired by Bonnie Prince Charlies flight from Culloden in 1746, this adrenalincharged race across the Highlands of Scotland has teams of consumers competing from most of Drambuies key markets. Drambuies packaging has scarcely changed since the first commercial bottling in 1909 and while the bottle is something of an icon, it is so heavily associated with the after-dinner

liqueur

that

it

was

decided

to

take

radical

approach

to

introducing

new packaging, says Miranda Rennie, marketing director.

Tia Maria Unlike many other liqueurs, which are aimed increasingly at the 18-24 age group, Tia Marias recent 1million Deliciously Unexpected advertising campaign targeted 25-35 year old women. The campaign reinforced Tia Marias relevance as a sociable and mixable spirit for todays modern woman, says Pat Venning, head of marketing at Pernod Ricard UK. In the UK, 2.5 measures of Tia Maria are sold every second (Pernod Ricard UK depletion figures, July 2008). De Kuyper De Kuyper is the worlds largest producer of cocktail liqueurs. Founded in 1695 by Petrus De Kuyper in Schiedam, Netherlands, De Kuyper initially specialised in making kegs for beer and gin then rapidly progressed into distilling.

Today, De Kuyper is still a family-owned company with annual sales of over 50 million bottles in more than 100 countries. There are 18 varieties of De Kuyper cocktail liqueurs available in the UK. Here are just some of them: Crme de Cacao (Brown) Appearance: Deep mahogany, almost opaque. Nose: Intense aromas of chocolate, caramel and walnuts. Taste: Soft and sweet with a delicate combination of vanilla and chocolate flavours. Cherry Brandy Appearance: Brick red core with a mahogany rim. Nose: Complex and intense bouquet of red and black cherry overlaid with almond and marzipan aromas. Taste: Essence of cherries with a spicy note on the finish. Triple Sec Appearance: Crystal clear. Nose: Pronounced Seville orange aroma, both fresh fruit and peel.

Taste: Fresh and lively with attractive bitter orange notes and a touch of sweetness on the finish. Crme de Cassis Appearance: Deep raspberry core, with a terracotta rim. Nose: Powerful aromas of very ripe crushed blackcurrant with blackberry and raspberry overtones. Taste: Nutty and earthy notes combine with the intense flavour of blackcurrant to create a complex liqueur.

Warninks Advocaat The Erven Warninks company was established in 1616 and was one of the original producers of advocaat. 40 million fresh eggs a year are used in the production of Warninks Advocaat. The egg whites are separated from the yolks, which are then mixed with brandy, sugar and vanilla. Another of those drinks that triumph at Christmas, Warninks is the brand leader and outsells all other advocaats. The essential ingredient for the classic Snowball cocktail, Warninks won a Gold Medal in the 2001 International Wine & Spirit Competition. Malibu

The classic Pina Colada Launched in the 1980s, Malibu is the original Caribbean rum with natural coconut flavour and the worlds favourite, selling 3.5 million 9L cases each year in more than 150 countries. The drink has been honoured at several major international spirits competitions, including silver at the 2007 San Francisco World Spirits Competition. The drink is currently benefiting from a two-year 14 million marketing campaign Get Your Island On aimed at 18-24 year olds, which includes TV, digital, press, radio, experiential and sampling activities. The campaign aims to position Malibu as a versatile, highly sociable drink and encourages consumers to tap into their infectious Caribbean mindset, bringing the light-hearted spirit and upbeat energy of the islands to their everyday lives. The UK is the second largest market in the world for Malibu sales, with 4.4 million bottles being sold every year, accounting for 12 per cent of total global volume. Jo Spencer, head of marketing at Pernod Ricard UK, comments: Malibu is seen by its consumers as a truly iconic brand. Our advertising campaign gives Malibu the opportunity

to showcase the infectious, engaging spirit which is at the heart of the brand, and which is very relevant to our core target.

Luxardo Sambuca Sambuca is the number one selling shot brand andLuxardo Sambuca holds an impressive 60 per cent share of the market (AC Nielsen Jan 2009). This summer UK distributor Cellar Trends not only rebranded the original Luxardo Sambuca, it also created and launched a whole new range of flavours: black, cream, cranberry, pomegranate, spiced apple and raspberry. The new Luxardo flavours were created specifically from demand we researched in the UK market, says Catherine Rigby, marketing manager for Luxardo at Cellar Trends. We are excited by the number of new trade customers stocking the range and others who recognise there is consumer demand for at least a couple of the adventurous new Luxardo Sambuca styles. The flavours are created for perfect layering while the depth of flavour makes them ideal as the main ingredient in easy long cocktails and pitchers. Cellar Trends offers good support to on-trade outlets. Contact the company for items such as posters for the back bar, tentcards, bar runners, pitchers, shot glasses and cocktail bar spoons to create Luxardo Shotails. If you are thinking of extending your sambuca offering,

its worth bearing in mind that Luxardo is valued as the only sambuca brand that layers properly when building shotails, according to Cellar Trends. The new Luxardo flavours reflect the coming of age of sambuca as a desirable addition alongside mainstream spirits, adds Rigby. Looks like they are a must for your younger customers this Christmas. Cream Liqueurs In spite of being harder to use in cocktails than other liqueurs, which has resulted in a decline in its market share in the past few years, cream liqueurs nevertheless remain the largest liqueur sector in terms of volume, having the widest appeal across different consumer groups.

Baileys Dominating the cream liqueur market, Baileys accounts for about 50 per cent of the sector. According to Diageo, this Christmas favourite is, impressively, both the number one liqueur brand and seventh largest premium spirit in the world. Baileys tried and tested formula was voted a winner by Drinks International in the magazines blind tasting of cream liqueurs last

year:

It

won

hands

down,

says

editor

Christian

Davis.

The brand does not, however, rest on its laurels and continues to market itself aggressively. This years 7 million Christmas marketing campaign for Baileys and Baileys Flavours started in September and will be backed up by a significant TV media spend. Bearing in mind that Baileys is the number one spirit brand in terms of household penetration at Christmas (AC Nielsen Homescan 2008), this is one liqueur that must occupy a prime spot on your shelf. Moreover, as one of the most impulsive BWS brands with four out of every seven purchases happening on impulse i.e. not pre-planned (Incite Research 2008) this traditional favourite should be actively promoted to your customers to ensure best possible sales figures.

Coole Swan Presented as the first super premium cream liqueur, Coole Swanwas created by three individuals with a passion and a simple aim: To make the worlds most delicious tasting

cream liqueur where every single ingredient is the best of the best, says Adrian Walker, cofounder of Coole Swan, who has over 20 years experience in the drinks industry. The blend comprises fresh Irish double cream combined with the softest, most rounded Single Malt Irish Whiskey the trio could find. Unlike any other Irish Cream Liqueur, real chocolate is gently melted into the cream resulting in a smooth, melt-in-the-mouth experience that is complemented by the rich, dark, bittersweet cocoa from the Cote dIvoire and the delicate infusions of finest Madagascan bourbon vanilla, says Adrian. Launched in Dublin in March 2007 and now available both in the UK and USA, this newcomer to the cream liqueur sector was voted Worlds Best Liqueur 2009 at the World Spirits Competition in San Francisco, making it the first ever cream liqueur to be awarded the coveted title. The judges also awarded the drink a Double Gold medal for excellence.

Amarula Unlike any other cream liqueur, Amarula is not made from a whisky or brandy base but rather a fruit spirit. Marula are the fruit of the marula tree, which grows wild on the plains of sub-equatorial Africa. Local people harvest the fruit (providing an important source of income) and the flesh and skin are fermented into a marula wine prior to distillation into

marula spirit. Following maturation for three years in oak casks, the marula spirit is then blended with fresh cream to create Amarula.

Triibe Launched in 2008 by The Reformed Spirits Company, Triibe is heralded as the worlds first totally clear cream liqueur that is both dairy and lactose free. Made with Irish Malt Whiskey including hints of chocolate, vanilla and caramel this drink is aimed unequivocally at younger drinkers. "The problem with traditional cream liqueurs is their lack of mixability not the taste, they all mainly taste great, but the colour, says David Bromige, creative director. With Triibe, whatever you add gives colour, whether its Blue Curacao or green Chartreuse, or floating petals of strawberry puree the colours remain pure and vivid. Cleverly marketed via Triibal Gatherings during August, September and October when the drink was heavily promoted at different bars up and down the country alongside break dancers, triibal face painters, drummers and circus acts, Triibe already has its own ritual whereby vanilla sugar is licked off the back of the hand, a shot of Triibe is taken, then an

orange slice is sucked. Someone said its a bit like drinking a Terrys Chocolate Orange, but I like to think of it as a different take on the old Tequila ritual, says David

REVIEW OF LITERATURE
COCOA based liqueurs
(1) Rohan, T. A. The flavor of chocolate, its precursors and a study of their reaction. Gordian 1969, 69, 443-447, 500-501, 542-544, 587-590. (2) Ziegleder, G.; Biehl, B. Analysis of cocoa flavor components and flavor precurseurs. In Analysis of Nonalcoholic BeVerages; Linskens, H. F., Jackson, J. F., Eds.; Springer: Berlin, Germany, 1988; pp 321-393. (3) Cros, E.; Chanliau, S.; Jeanjean, N. Post harvest processing: a key step in cocoa. In Confectionary Science II. Proceeding of an International Symposium; Ziegler, G. R., Ed.; Pennsylvania State University: State College, PA, 1999; pp 80-95. (4) Jinap, S. Organic acids in cocoa beanssa review. ASEAN Food J. 1994, 9, 3-12. (5) Biehl, B.; Voigt, J.; Heinrichs, H.; Senjuk, V.; Bytof, G. pHdependent enzymatic formation of oligopeptides and amino acids, the aroma precursors in raw cocoa beans. In XIth International Cocoa Research Conference; Lafforest, J., Ed.; Cocoa Producers Alliance: Yamassoukro, Ivory Coast, 1993; pp 717-722.

(6) Rohan, T. A.; Stewart, T. The precursors of chocolate aroma: changes in the free amino acids during the roasting of cocoa beans. J. Food Sci. 1966, 31, 202-205. (7) Rohan, T. A.; Stewart, T. The precursors of chocolate aroma: changes in the sugars during the roasting of cocoa beans. J. Food Sci. 1966, 31, 206-209. (8) Villeneuve, F.; Cros, E.; Macheix, J. J. Recherche dun indice de fermentation du cacao. III. Evolution des flavan-3-ols de la fe`ve. Cafe Cacao The 1989, 33, 165-170. (9) Timbie, D. J.; Sechrist, L.; Keeney, P. G. Application of highpressure liquid chromatography to the study of variables affecting Theo bromine and caffeine concentrations in cocoa beans. J. Food Sci. 1978, 43, 560-565. (10) Gill, M. S.; McLeod, A. J.; Moreau, M. Aroma components of cocoa beans. Proceedings of the 4th Weurman Flavour Research Symposuim, Dourdan, France; DeVelopment in Food Science 10; Adda, J., Ed.; Elsevier: Amsterdam, The Netherlands, 1985; pp 261-266. (11) Ziegleder, G. Composition of flavor extracts of raw and roasted cocoas. Z. Lebensm. Unters. Forsch. 1991, 192, 521-525. Chemical Composition and Flavor of Ecuadorian Cocoa J. Agric. Food Chem., Vol. 50, No. 12, 2002 3531(12) Cros, E.; Mermet, G.; Jeanjean, N.; Georges G. Relation precurseurssdeveloppement de laro me cacao. In XIth International Cocoa Research Conference; Lafforest, J., Ed.; Cocoa Producers Alliance: Yamassoukro, Ivory Coast, 1993; pp 723726. (13) Maga, J. A.; Sizer, C. E. Pyrazines in food. J. Agric. Food Chem. 1973, 21, 22-30.

(14) Clapperton, J. F.; Yow, S. T. K.; Chan, J.; Lim, D. H. K.; Lockwood, G.; Romanczyk, L.; Hammerstone, J. F. The effect of cocoa genotype on flavour. In Proceedings of the International Cocoa Conference, Challenges in the 1990s; Tay, E. B., Lee,M. T., Yap, T. N., Zulkarnain, B. I., Thong, F. T., Bong, S. L., Tee, S. K., Eds.; Malaysian Cocoa Board: Kuala Lumpur, Malaysia, 1991; pp 468-478. (15) Clapperton, J. F.; Yow, S. T. K.; Lim, D. H. K.; Lockwood, G. Genetic variation in cocoa flavour. In XIth International Cocoa Research Conference; Lafforest, J., Ed.; Cocoa Producers Alliance: Yamassoukro, Ivory Coast, 1993; pp 749-754. (16) Clapperton, J.; Yow, S.; Chan, J.; Lim, D.; Lockood, R.; Romanczyk, L.; Hammerstone, J. The contribution of genotype to cocoa (Theobroma cacao L.) flavour. Trop. Agric. (Trinidad) 1994, 71, 303-308. (17) Holm, C. S.; Aston, J. W.; Douglas, K. The effects of the organic acids in cocoa on the flavour of chocolate. J. Sci. Food Agric. 1993, 61, 65-71. (18) Yoo, S. S.; Kim, K.; Lee, S. Y.; Hong, S. K.; Lee, M. C.; Chang, Y. Y.; Kwon, I. B.; Pyun, Y. R. Multivariante analysis of organic acids and sugars in cocoa mass produced from better and color treatment by high performance ion chromatography. Food Sci. Biotechnol. 1998, 7, 165-177. (19) International Office of Cocoa, Chocolate and Sugar Confectionery (CAOBISCO, Brussels, Belgium). Analytical Methods; 1972; (20) Off. J. Eur. Communities 1990, Chapter 41, 178-179. (21) Locher, R.; Bucheli, P. Comparison of soluble sugar degradation in soybean seed under simulated tropical storage conditions. Crop Sci. 1998, 40, 189-201.

(22) Wollgast, J.; Anklam, E. Polyphenols in chocolate: is there a contribution to human health? Food Res. Int. 2000, 33, 449-459. (23) Vinson, J. A.; Proch, J.; Zubik, L. Phenol antioxidant quantity and quality in foods: cocoa, dark chocolate and milk chocolate. J. Agric. Food Chem. 1999, 47, 4821-4824. (24) Crouzillat, D.; Rigoreau, M.; Cabigliera, M.; Alvarez, M.; Bucheli, P.; Petiard, V. QTL studies carried out for agronomic, technological and quality traits of cocoa in Ecuador. In Proceeding of the International Workshop on New Technologies and Cocoa Breeding; INGENIC: Kota Kinabalu, Malaysia, 2000; pp 120-126. (25) Bravo, L. Polyphenols: chemistry, dietary sources, metabolism, and nutritional significance. Nutr. ReV. 1998, 56 (11), 317-333. (26) Brown, H. B. Separation of pigmented cells of cacao. Nature 1954, 173, 492. (27) Bucheli, P.; Rousseau, G.; Alvarez, M.; Laloi, M.; McCarthy, J. Developmental variation of sugars, carboxylic acids, purine alkaloids, fatty acids and endoproteinase activity during maturation of Theobroma cacao L. seeds. J. Agric. Food Chem. 2001, 49, 5046-5051. (28) Howat, G. R.; Powell, B. D.; Wood, G. A. R. Experiments on cocoa fermentation. J. Sci. Food Agric. 1957, 8-65. (29) Barel, M. Le traitement post-recolte en Afrique et en Amerique latine. Son influence sur la qualite . In Proceeding of Cocoa Meetings; CIRAD-CD: Montpellier, France, 1995; pp 91-98. (30) Clapperton, J. F.; Romansczyk, L.; Hammerstone, J. F.; Yow, S. T. K.; Lim, D. H. K.; Lockwood, G. Polyphenols and cocoa flavour. In Proceedings of Meeting of XVIth International Conference of Groupe Polyphenols; Lisbon, Portugal, 1992; pp 112-115.

(31) Lea, A. G. H.; Arnold, G. M. The phenolics of ciders: bitterness and astringency. J. Sci. Food Agric. 1978, 29, 478-483.

REVIEW OF LIQUEURS

By Dona and Mel Meilach: A book on the variety of liqueurs and their type And
method of preprations.

By John Chapman:At The Oxford Wine Company were not ones for decking the
warehouse walls with tinsel and holly at Christmas time but who are we to argue with the festive spirit manifesting itself in our wide range of liqueurs...

Particularly popular around the festive season are the chocolate and coffee cream liqueurs such as Baileys (Irish Cream), Mozart (a rich chocolate cream) and Thorntons Toffee Liqueur (likened by my wife to pure liquid heaven although she may be prone to over dramatising this particular liqueur is proving very popular with men and women alike).

A less well known (but still well deserving of a mention) festive liqueur is Liqueur de Pain despices this blend of ginger and cinnamon is a close as you can get to gingerbread biscuits in a glass! Served on its own or as part of a cocktail or dessert (try it with apple

crumble) this warming liqueur will warm you right through and put a fuzzy glow into your Christmas morning; even the most hardened Scrooges (tested on a few here at Oxford Wine) will find it hard to resist.

The word liqueur comes from the Latin word liquifacere which means to dissolve or melt. Liqueurs are generally strong alcoholic beverages made of almost neutral spirits, flavoured with herbs, fruits, spices, nuts, cream or other materials, and usually sweetened. Liqueurs can be drunk neat or sometimes as part of a cocktail.

The history of liqueurs can be traced back for centuries and historically derive from herbal medicines prepared by monks. Liqueurs were produced in Italy as early as the 13th Century. One of these early Liqueurs is Chartreuse, made by monks from an ancient recipe and the only liqueur in the world with a completely natural green colour.

In 1605 Francois Hannibal dEstrees (the Marshall of Artillery for King Henry IV) gave an ancient manuscript entitled An Elixir of Long Life to the monks of a Chartreuse monastery in Veuvert. It wasnt until 1703 that the complex recipe contained in the manuscript was fully unravelled and the first Chartreuse Elixir was made.

Nowadays the recipe of Green Chartreuse, as it is now known, is still faithful to the original manuscript of 130 plants, herbs, roots, leaves, barks, brandy, distilled honey and sugar syrup (with only subtle changes to allow the original Elixir to be adapted from 71% alcohol 142% proof to 55% alcohol and 110% proof) and such is the secrecy for the recipe

and the 130 different herbs contained within it that at any one time only three monks know the secrets of the manuscript and to guard against its demise they never travel together. In 1833 a milder and sweeter form of the Chartreuse Elixir was made which is known as Yellow Chartreuse.

Liqueurs are taking on a new popularity with even Starbucks joining the party and forming a partnership with Jim Beam to launch Starbucks Coffee Liqueur in the US, a blend of Starbucks coffee and Jim Beam spirits. Whilst Starbucks coffee liqueur has not yet managed to find a home amongst the shelves at the Oxford Wine Company (we prefer our favourite coffee liqueur Illy Espresso a real bitter sweet and aromatic liquid, perfect for trendy espresso martinis) you can be assured that our range includes both diverse and innovative products (such as Goldschlager - a clear cinnamon liquid containing flakes of realgold) alongside the traditional staples of Grenadine,Kahula, Advocat, Drambuie and crmedefruits featuring all the different flavours you could imagine.

Methodology (Explanatory)
PRIMARY DATA-

Questionnaire, Research, Survey Method, Interview.

SECONDARY DATA-

Internet, Relevant Magazines, Relevant Books, Journals, Newspapers,

Periodicals.

The data collected for the project are primary. They have been collected based on the survey conducted by myself in New Delhi. The theoretical framework has been done with the help of some books, but the data analysis & interpretation has been done based on primary source of information. From the very beginning of my study upon this valuable as well as important and interesting topic, I have got always a positive response from every concern and individual wherever I approached. I went to some old and renowned restaurants, hotels, which are well known to the staff. The experiments had been solely conducted by me keeping in mind the valuable advise & informations from the esteemed teachers. The result product was presented before a panel of judges comprising lecturers of our college. They had been provided with a score sheet prepared by me. The marks provided by the panel were used for the data analysis & interpretation. I personally interviewed some managers and staff according to my questionnaire. I found they are really cordial and supportive during my survey.

RESULTS AND DISCUSSIONS Chemical Composition and Flavor of Ecuadorian Cocoa Liquor
The contribution of the chemical composition to the flavor of cocoa liquor from an Ecuadorian selfed population of clone EET 95 was investigated. Polyphenols, purine alkaloids, organic acids, and sugars were quantified, and the key sensory characteristics of cocoa were scored by a trained panel. Despite the short bean fermentation (2 days) commonly used for Arriba cocoa, acetic acid content was closely correlated to liquor pH, demonstrating its essential role in cocoa liquor acidification. Polyphenols were positively correlated to astringency, bitterness, and the green note and negatively correlated to the fruity character. Alkaloid and polyphenol levels fluctuated significantly within the selfed progeny and tended to be lower than those of the heterozygous clone EET 95 (inbreeding effect). These results support the idea that polyphenols might be essential to the overall perception of cocoa liquor characteristics and indicate that the composition and the sensory quality of cocoa liquor are the result of both a genotypic contribution and the conditions of fermentation and roasting. The different cocoa flavor attributes such as cocoa flavor intensity, bitterness, astringency, and acidity are thought to be the result of bean fermentation and roasting

(1). Indeed, they may be caused by several constituents, which are modified during postharvest processing (fermentation and drying) and roasting . The acidification of cocoa beans by acetic acid during fermentation leads to various biochemical modifications necessary for cocoa flavor development (4). These changes include the generation of peptides and amino acids from storage proteins by the action of cocoa seed proteases (5) and reducing sugars, which serve as precursors for the Maillard reactions taking place during the drying and roasting of cocoa beans (6, 7). Fermentation also leads to a strong reduction of soluble polyphenols (8). During this stage, one-fourth of the purine alkaloids theobromine and caffeine are lost by exudation (9) and various volatile components are generated (alcohols, esters, and aldehydes) (10, 11). Roasting leads to the development of specific cocoa aromas via the Maillard reaction, caramelization of sugars, degradation of proteins, and formation of volatile components such as pyrazines (2, 3, 12), which were described as one of the few classes of compounds with desirable flavor properties. The extent to which the genotype of Theobroma cacao L. affects cocoa flavor attributes has not been unequivocally established, and very few studies have addressed this question in detail. The investigations of Clapperton et al. (14-16) on six varieties grown in Sabah (Malaysia) demonstrated a genotypic effect on sensory attributes such as astringency, bitterness, and cocoa flavor intensity. They showed a link between polyphenols, astringency, and cocoa flavor intensity and between alkaloids and bitterness intensity. Other studies pointed to the involvement of other chemical components in cocoa flavor. Holm et al. (17) worked on the effects of organic acids on cocoa flavor and acidity, whereas Yoo et al. (18) investigated the pattern of the organic acid and sugar composition in cocoa mass produced by a new processing method. To improve our understanding of cocoa flavor and the underlying chemical basis of this flavor, we have initiated a

study on an Ecuadorian cacao population to determine the relationship between genotype, the chemical constituents likely to be involved in flavor (polyphenols, alkaloids, organic acids, and sugars), and the key sensory characteristics of cocoa (bitterness, astringency, cocoa flavor intensity, acidity, fruity, floral and green note).

MATERIALS AND METHODS Plant Material. Cacao beans were harvested tree by tree in August 2000, from a population derived from self-pollinated clone EET 95 (Nacional Venezolano Amarillo) grown at the same farm in Quevedo (Ecuador). The trees were open-pollinated within 1 month, but due to the self-compatible status of the EET 95 clone, most pollinations were in fact selfings. The pods were not harvested at the same time due to different pollination dates and differences in the duration of pod maturation within the segregating population. All pods were harvested at maturity, and each bean sample was fermented for 2 days in individual net bags in a heap of 80 kg of cacao beans and then sundried to obtain a minimum of 500 g of beans for each tree. Thirteen batches of beans from trees of the progeny, coded from D to P, were randomly selected. One of them was divided into two aliquots before the stage of fermentation (O1/O1), as were four others after the drying (D1/D2, G1/G2, M1/M2, and O1/O2) to get duplicates for the assessment of the chemical and sensory reliability. Three batches of the parental clone EET 95 (A/B/C) were fermented in three different net bags but in the same heap. One of these batches was divided after the drying (B1/B2). In addition, two representative Ecuadorian cocoa bean samples (Q and R) were harvested in the same period for use as references for Arriba flavor and fermented for 2 days the same as the other samples. The effect of different fermentation times was also tested on clone EET 95. Cocoa liquor samples corresponding to 2, 3, 4, and 5 days of fermentation were prepared in duplicate. Liquor Analysis. Samples were roasted in a laboratory roaster (10- 12 min, 210 C) at the Nestle Saint Menet factory (France), and milled (Bioblock M20) to obtain cocoa liquor. Fat content was determined by placing 20 g of cocoa liquor in an NMR tube and heating in a fan oven at 50 C for at least

1 h. The liquor sample was then introduced in the Oxford MQA 6005 pNMR, and fat content was determined and expressed as a percentage of weight. The pH of 2 g of cocoa liquor in solution with 18 mL of water was measured with a pH-meter according to an adapted version of the International Office of Cocoa, Chocolate and Sugar Confectionery method (19). Defatting and Cocoa Powder Extraction. Cocoa liquor was defatted by extracting 20 g of cocoa liquor in a Soxhlet apparatus with 2 500 mL of petroleum ether (60-80 C) during successively 4 and 3 h. The defatted residue (cocoa powder) was air-dried and stored at -20 C before being extracted in triplicate for 1 h in boiling water at a concentration of 20 mg/mL. After cooling at room temperature, the samples were centrifuged in Eppendorf tubes (10000g, 10 min). The obtained supernatant was used to quantify alkaloids, organic acids, and sugars. For the determination of polyphenols, 1 g of cocoa powder was extracted for 2 h in 60 mL of boiling water under reflux according to the method described in the Official Journal of the European Communities (20). Samples were centrifuged in 50 mL Falcon tubes (1500g, 15 min), and the supernatant was filtered (Schleicher & Schuell paper Chemical Analyses of Extracts. The alkaloids were separated by HPLC using a Nucleosil 100-5 C18 column (250 4 mm i.d.) (Macherey-Nagel, catalog no. 720014) with a mobile phase of 0.05% phosphoric acid/acetonitrile (9:1). The injected sample volume was 20 L, and the separation was performed at a flow rate of 1 mL/min. The detection (diode array) was monitored at 274 nm. Theobromine and caffeine were quantified by external calibration with standard solutions of theobromine (0.08 mg/mL) and caffeine (0.02 mg/mL). Organic acids were analyzed by high-performance anion exchange chromatography coupled to pulsed electrochemical detection (HPAE-PED) using a Dionex AS 11 (250 4 mm i.d.) column connected to an anionic membrane suppressor and separated by a gradient of 0.538.25 Mm NaOH for 18 min. The injected sample volume was 20 L, and the flow rate was 1.5 mL/min. Sugars were quantified by HPAE-PED, using a Dionex PA 1 (250 4 mm i.d.) column, with a gradient of 12-200 mM NaOH for 23 min and a flow rate of 1 mL/min (21). Polyphenols were quantified according to the method described in the Official Journal of the European Communities (20), which is based on the oxidation of polyphenols (0.1 mL of

extract) by the Folin-Ciocalteu reagent. The absorbance of the solution was measured by a spectrophotometer at 750 nm against a reference sample. Linear standard curves were obtained for a solution of epicatechin in the concentration range of 0-8 mg/L. All results are expressed as a mean of six values in milligrams of epicatechin equivalents per gram of dry weight (DW) of defatted material. Sensory Analysis. Liquor was tasted by a panel of Nestle France (Saint Menet) composed of seven trained tasters. Seven attributes were scored from 1 to 5 (1 ) absent, 2 ) weak, 3 ) moderate, 4 ) strong, and 5 ) very strong): cocoa flavor (flavor of well-fermented cocoa beans), bitterness (basic taste quickly perceived on the back of the palate and the throat), astringency (substances causing a contraction of mouth tissues), acidity, fruity (fruit flavor, round sweet aroma note), floral (flavor of flowers, fresh perfume), and green note (typical flavor of nonroasted beans). Two representative Ecuadorian liquor (Q and R) were used as reference for Arriba flavor. The liquor samples of clone EET 95,which underwent different fermentation times, were tasted by the internal cocoa panel of Nestle PTC York (U.K.) composed of eight trained tasters. Cocoa flavor was scored from 0 to 10. Statistical Analysis. One-way single-factor analysis of variance (ANOVA) was performed using NCSS 2000 software (version 2000). The F ratio was used to determine statistical significance at p < 0.05. A multiple-comparison test using Fishers least significance difference (LSD) was achieved. Correlation coefficients (r) and their levels of significance were calculated to identify possible associations between chemical and sensory data. Principal component analysis (PCA) was realized to describe the variability of sensory and chemical data.

RESULTS AND DISCUSSION

Chemical Analysis of Cocoa Liquor. The results of the quantification of fat, alkaloids, organic acids, polyphenols, and sugars are shown in Table 1. Significant differences (p <

0.000001) were found for each chemical constituent between the 24 samples examined. Fat content ranged from 47.2 (P) to 54.1% (G2) within the progeny with a mean of 50.3 ( 1.8% and was 52.8 ( 1.0% for clone EET 95. Fat content determination by the Soxhlet method gave similar results (data not shown). Theobromine content varied from 17 (G1) to 26.3 mg/g of DW of defatted material (M2) within the progeny, with a mean of 21.8 ( 2.4 mg/g. The level was higher for clone EET 95 (29.8 ( 2.4 mg/g). Caffeine concentrations were 3.47 times lower than those for theobromine, which is in accordance with an earlier study (16). Levels of polyphenols were also higher for clone EET 95 (74.7 ( 7.1 mg/g) than for the progeny (48.0 ( 13.2 mg/g), which ranged from 30.3 (H and I) to 74.2 mg/g (D2). Comparison with other studies is difficult because of the different methods used for the quantification of polyphenols (22). However, the results concur with those found using the colorimetric Folin-Ciocalteu method with catechin as a standard (65 mg/g of DW of defatted material) (23). Generally, as illustrated for Theo bromine (Table 1), concentrations of chemical constituents tended to be lower for the selfed population than for the heterozygous clone EET 95, suggesting an inbreeding effect. This was in agreement with earlier data on the same population (24) that had shown that bean weight of clone EET 95 was higher than for most of the segregating progeny. Theo bromine content was significantly correlated to polyphenol content (r ) 0.75) (Table 2), a fact that cannot be explained by a direct link between their biosynthetic pathways. Polyphones are synthesized by the silicate and acetate pathways (25), both deriving from glucose metabolism, whereas alkaloids originate from the ubiquitous nucleotide pool (9). However, Theo bromine and polyphones appear to be co-localized in

storage cells of cocoa seed (26). Citric acid was the main organic acid, whereas malic acid had the lowest concentrations of the acids examined (Table 1). A similar trend and the same range of concentrations were found in studies that reported the levels of these acids in cocoa beans from different geographic regions (17) and during different stages of bean maturity (27). Within the progeny, acetic acid content ranged from 8.6 to 13.7 mg/g of DW of defatted material and pH values were between 5.6 and 6.3 (Table 1). Acetic acid was found to be the only acid significantly correlated with pH (r ) -0.69) (Table 2). Liquors D and J had the lowest pH 3528 J. Agric. Food Chem., Vol. 50, No. 12, 2002 Luna et al.values and the highest acetic acid concentrations. Indeed, during the fermentation stage, acetic acid develops in the pulp through sugar degradation by microorganisms and then diffuses into the cotyledon (4), in which it generates a decrease of pH from 6.5 to e5 (28). This indicates that acetic acid could be associated with acid flavor as was shown in a previous study (17). The influence of fermentation on pH was studied by analyzing liquor made from EET 95 beans that were subjected to different fermentation times. As expected, pH was found to decrease significantly as fermentation proceeded (Table 3). Despite the fact that sucrose is being hydrolyzed during fermentation to glucose and fructose (2), it was found to be quantitatively the most important with concentrations ranging from 10.2 to 25.9 mg/g of DW of defatted material. This is probably due to the short fermentation (2 days), which limits the acetic acid production and, thereby, the consequent drop of bean pH and sucrose hydrolysis. This would explain why the pH values found for the samples fermented for 2 days were high compared to those cited in a previous review (4) and why levels of sucrose were higher than those of maximum 0.1% reported by Ziegleder and Biehl (2) for cocoa beans fermented

between 4 and 6 days. Sensory Analysis of Cocoa Liquor. Concerning bitterness and the green note, values tended to be higher for clone EET 95 than for the selfed population coming from this genotype

Current Scenario- Marketing Of Liqueurs With online marketing for alcoholic beverages growing, spirits marketers are looking to reach 20- and 30-somethings who are spending more and more time on the Web. This means developing creative interactive campaigns that reach beyond a liquor brand's corporate site.

Wine and spirits competitors generally rely on brand awareness campaigns to generate sales and engage consumer loyalty, says David Tapscott, brand director of whisky brand Crown Royal. However, as media consumption shifts, many brands are realizing the importance of connecting with consumers outside of traditional media.

The unique challenge for liquor marketers, however, is that they must avoid minors in a medium that, for the most part, lacks policing. The Internet is a bit loose, and many marketers carry an age verification statement that needs to be completed in order to enter their respective sites, explains Roseann Sessa, VP of marketing and public relations for independent spirits supplier Castle Brands.

Castle Brands includes a social responsibility message on every piece of marketing and promotional material, as does Brazilian rum importer Leblon USA. The most important thing a marketer can do is ensure they are talking to adult audiences, says Steve Luttman, CEO of Leblon, who adds that marketers should be careful about anything that appeals to college students.

But age restrictions cannot guarantee that minors are not viewing a site. It's impossible to ensure that no one under 21 views alcohol-related product placements, explains John Glover, SVP of marketing at Castle Brands, who points out that billboards, subway advertising and radio are accessible media to those under 21.

Not all alcoholic beverage marketers are affected heavily by underage consumers. For example, younger people are typically uninterested in K&L Wine Merchants, which specializes in rare and little-known wines. However, the company doesn't take chances. We do have an age restriction element and an adult signature is required upon delivery, says Brian Zucker, co-owner of K&L, which works with StrongMail on e-mail marketing campaigns that introduce boutique-style wines to an opt-in list.

An even larger issue in the spirits sector, say experts, is how to stand out in an overcrowded market. The real key is to create consumer communication on the Internet, because nobody really wants to log on to a liquor site unless it's for a good reason, Glover explains.

Fortunately, says Luttman, there are many consumers to market to in wine and spirits. There are a lot of different brands and categories out there, but the market is very large, he says, adding that consumers look for more variety and less duplication. A [new] category will have a greater chance of finding a place vs. another vodka, tequila or gin, he explains.

As marketing continues to move toward the Internet, it will be critical for the spirits sector to find a way to create compelling sites that go beyond pure purchase while maintaining a

social responsibility. Creating fun and out-of-the-box marketing content does not indicate that we're targeting those below the legal drinking age, says Glover.

Luttman emphasizes that, especially online, traditional marketing tools do not work.

You need to be truthful and authentic, he explains. If we use our old marketing CPG skill set online, it doesn't work especially with sophisticated spirits where consumer involvement with the brand is greater.

Far from being comprised of rather dusty brands consumed after dinner by a declining proportion of drinkers, liqueurs are among the most versatile products on the drinks market. According to a new report from just-drinks and The IWSR, the growth of the cocktail culture in the US and now increasingly in other markets, and the increasing popularity of flavoured versions of mainstream spirits have resulted in sustained growth in this most vibrant of categories. Ben Cooper reports. If the liqueurs sector were completely reliant on the traditional after-dinner consumption of "stickies" such as Drambuie and Bndictine, it would be something of a moribund category, owing to the adverse changes in consumption patterns. But fortunately changing fashions have created opportunities too, and the liqueurs category is evolving to meet them. Indeed, a new report from just-drinks and The IWSR on the liqueurs market points to "steady growth" in the category, with volumes rising every year since 2000. According to

the report, Global market review of liqueurs - forecasts to 2012, in 2007, the overall global liqueurs market (including travel retail) rose by 1.4% to reach 79.2m nine-litre cases. That said, while the category is growing steadily in most markets, the report reveals there are relatively few countries where explosive growth is being achieved. "The liqueurs category is in full transition," the report states. "Its traditional role has been severely diminished by the decline in after-dinner drinking in many markets, attributable to the tougher enforcement of drink-driving laws and other social forces. As a rule of thumb, the older and less well-supported brands appear to be struggling, whereas younger, lowerstrength products - the so-called modern liqueurs - seem to be faring better." However, a further dimension of this versatile category has come to the aid of some of the traditional brands. "Traditional liqueurs have been thrown a lifeline with the growth of cocktail consumption," the report continues. "Many once highly traditional liqueur brands have been busily re-inventing themselves, highlighting their youthful and contemporary appeal and, importantly, their suitability as an ingredient of a mixed drink." While the growth of the cocktail culture has been a particular feature of the US market, the report suggests this positive trend has been seen in other countries too. "Liqueur suppliers point to the growth of a cocktail culture, principally in the US, but increasingly in other markets as the key to the category's success. To a great extent, the growth of liqueurs is paralleling the increase in the cocktail culture around the world." Among the countries where the report indicates an expanding cocktail culture are the UK, Argentina, Spain and Japan.

So while the strength of the cocktail trend in the US has made this a natural marketing option for liqueurs stateside, this is now clearly a viable strategy elsewhere. One of the key elements in this strategy is incorporating bartender training courses and cocktail-themed onpremise incentives into the marketing mix but today online marketing also features in this area, notably in Japan. "In markets like Japan consumers are getting more educated about cocktails," Malibu global brand director Colin Westcott-Pitt tells just-drinks. "The Internet is forming a more important part of the way that our target consumer communicates. Japan, in particular, is a very technologically based culture and a very interesting one for the brand when we start to put cocktail recipes online and do those kinds of things." The cocktail culture is also leading many bartenders to experiment with once relatively obscure liqueur categories, which can result in sudden and unexpected growth for a particular brand or sub-segment. Old-fashioned liqueurs and cordials like Chartreuse, Curaao and Crme de Violette are re-emerging as ingredients in today's classic cocktails, while less common ingredients like Orgeat syrup and Falernum are being re-created. As the cocktail boom underlines, one of the key strengths of liqueur brands is their versatility. Indeed, as the report points out, the sector itself covers a wide range of products, and it is development in another area of the market that has provided the category with further growth. The International Wine and Spirit Record (IWSR) defines a liqueur as any spirit with added sugar, which means the wide and growing array of flavoured spirits, and in particular some

of the range extensions of prominent spirits brands, all technically come into the liqueurs category. Vodka makers such as Skyy are moving toward real fruit-infused vodkas, while others are offering lower-strength versions. The fact that some of these brands straddle two categories is seen as advantageous from a marketing standpoint. Malibu is a case in point, a brand that is perceived and marketed as both a liqueur and a rum. Malibu sees itself in a category that could be defined as "premium mixable white spiritsthat can include rums, vodkas and also some modern liqueurs". So to an extent, the clear demarcation between spirits brands and liqueurs is eroding, which means that products technically defined as liqueurs are in fact competing in the mainstream spirits market, where there are significant growth opportunities to exploit.

SUMMARY AND CONCLUSION Executive Summary

This Key Note Market Report covers the UK market for spirits and liqueurs. In particular, it focuses on dark spirits, including Scotch whisky, imported whiskey, brandy and cognac and dark rum; white spirits, including vodka, gin, white rum and tequila; and liqueurs and other specialities. In 2009, the total market value of spirits and liqueurs stood at 8.4bn, after declining by 2.1% from 2005. The market grew in 2007 and 2008, but dipped in 2006 and 2009, in line with the fluctuating UK economy. Each individual sector within the spirits and liqueurs market has observed various changed over the last 5 years, with the biggest alterations involving vodka and Scotch whisky. Sales of vodka increased by 16.8% over the review period and currently accounts for 32.4% of the entire spirits and liqueurs market. Growth has been maintained by younger consumers, who have enjoyed the versatility of the spirit, i.e. in cocktails, while leading brands such as

Smirnoff have achieved global domination. In contrast, the Scotch whisky sector has seen a massive decrease of 23.3% over the last 5 years and currently accounts for 24.3% of the market, in comparison to the share of 31% that it held in 2005. The majority of sectors saw some loss over the review period, with consumers turning away from more traditional spirits and opting for more fashionable and popular alcoholic drinks, such as vodka. The marketplace is dominated by a few leading companies, making it hard for new competitors to enter the mature and developed industry. Although the popularity of supermarket own-brand spirits and liqueurs has grown over the last few years, due in part to the introduction of various value ranges, sales of such products may have contributed to the decreasing value of the overall market during the 5-year review period. Issues surrounding health and binge drinking have also become a recurrent theme within the media, with licensing laws put in place by the Government in 2005 concerning the permission of late licences being a bone of contention for many.

QUESTIONS

1) How would you rate the growth of liqueur consumption in the Indian market? Hig Mediu Low

2) According to you , does the Indian market have the necessary requirements to support the growth of the industry? Ye s No

3) How would you rate the level of liqueur consumption in india? Hig Lo

4) Which is the best selling liqueur in India? Whisk y Rum Base Others

5) Liqueur or Liquor? Liqueu Liquo

6) India is too young to gain a taste for liqueurs. Yes No

7) Liqueur based cocktails over liquor based cocktails and their popularity in India. Liqueur Liquo

8) Wines or Liqueurs? Liqueur Win

9) Availability of Liqueurs in Indian Markets. High Mediu Lo

10) Reason for the unpopularity of liqueurs in India. Economic Reasons Physcologic al Reasons Cultura l

Thank You

Research Project

LIQUEU RS

Variety & Origin

By- Daipayan Bhattacharjee Roll no- 092855 3rd Year(2011-12)

Student Certificate The work embodied in this research project titled LIQUEURS Variety & Origin has been carried out under the supervision of_________________ IHM Pusa, New Delhi. This work is original and has not been submitted by me for the award of any other university. Date Sign

Place

Certificate of project guide I hereby certify that candidate_________________ has planned and conducted the research study entitled LIQUEURS Variety & Origin under my supervision and that the report submitted herewith is a bonafide work done by candidate_________________ in delhi from_______ to_______. Date Place Guide

ACKNOWLEDGEMENT
The Submission of this Project Report gives me an opportunity to convey my gratitude to all those people whose helping hands and guidance have made the successful accomplishment of this project a reality. First and foremost, I am thankful to _________________________ for selecting me as a trainee and giving me opportunity to work on this project.

I wish to thank___________________, my project guide for his guidance and encouragement without which the satisfactory completion of my project would not have been possible. He has been a constant source of inspiration to me, showing all the patience and abundant encouragement throughout the project duration. I am also thankful to Mr.______________________ for his valuable support and guidance at every step. I also owe my sincere acknowledgement to all the hotel & restaurant staff members by my side for their cooperation & for sparing their precious time for me. I also wish to thank my college ________________________ & my faculty guide for his encouraging words, continuous help & guidance. I express hearty thanks to all of them. Submitted by:-

List Of Figures
1) How would you rate the growth of liqueur consumption in the Indian market?

2) According to you , does the Indian market have the necessary requirements to support the

growth

3) How would you rate the level of liqueur consumption in india?

4) Which is the best selling liqueur in India?

5) Liqueur or Liquor?

6) India is too young to gain a taste for liqueurs.

7) Liqueur based cocktails over liquor based cocktails and their popularity in India.

8) Wines or Liqueurs?

9) ) Availability of Liqueurs in Indian Markets.

10) Reason for the unpopularity of liqueurs in India

BIBLIOGRAPHY
Books:

1. 2. 3. 4. 5. 6. 7. 8. 9.

The Bar Guide The Encyclopedia of wines , spirits , and liqueurs. The Wine Encyclopedia. The World Of Liqueurs. The Wines Of The World. Grossmans Guide. Wine Companion. The good cook book series Wines. The Chefs Thesauraus.

Internet:

1. 2. 3. 4. 5. 6. 7. 8.

www.indianwines.com www.google.com www.delhiwineclub.com www.wikipedia.com www.champagnemagic.com www.webmasters.com http://www.guntheranderson.com/liqueurs.htm http://www.drinksmixer.com/cat/6/

Contents

Chapter 1 intro Chapter 2 review of literature

Chapter 3 Methodology Chapter 4 Results and discussions Chapter 5 Summary and conclusion

Liqueurs: Variety & Origin