Liqueurs

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 Bénédictine).

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 distiller’s 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 distiller’s 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 crème 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 apéritif 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 Eierlikör.

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 crème 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.

Crème liqueur

 A crème 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 Crème liqueur the sugar content must be 40%. Unlike

cream liqueurs, crème liqueurs include no cream in their ingredients. Crème in this case refers to

the consistency. This category includes crème de cacao (chocolate), crème de menthe (mint), and

crème de cassis (black currant) which is made from blackcurrants crushed into refined alcohol,

with sugar subsequently added. While crème 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 crème de cassis

depends on the variety of fruit used as well as content of the berries and the fabrication process.

The label "Crème de Cassis de Dijon" guarantees berries from the commune of Dijon. An

Interprofessional Syndicate has tried since 1997 to obtain an "Appellation d'Origine Contrôlée"

for "Crème 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 apéritif, 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 herbs and spices (including the 'flowers' and 'seeds')

o fruits and peels

o beans and nuts

o eggs and cream

FlavourLiqueur Example

Herbs and Spices

D.O.M. Benedictine

Baitz Parfait Amour (violets)

Chartreuse (over 130 herbs)

Sambuca

Fruits and Peels

Baitz Creme de Banana

Southern Comfort (peaches)

Maraschino (cherry)

Cointreau (orange peel)

Grand Marnier (orange peel)

Mandarine Napoleon (mandarine peel)

Beans and Nuts

Seagrams Creme de Cacao

Frangelico (hazelnuts)

Kahlua (coffee beans)

Eggs and Cream

Baileys Irish 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 re-distilled 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 Cointreau

o Midori

o 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 Irish coffee

o Coffee bomb

o 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 City’-type

cocktails and today’s 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 Association’s 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 Café’

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-

Alexander’s 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 year’s version being

labelled the ‘Irresistible’ to tempt both collectors and drinkers alike.

Jagermeister tap machine

Jägermeister

The 10th Largest Spirit Brand in the World (Impact, 2009), Jägermeister is also the fastest

growing shot brand in the UK (Neilsen 09). Comprising 56 different herbs and spices,

Jägermeister 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 Jägermeister 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 Jägerbombs (mixed with an energy drink), or as an ‘ice cold shot’

directly from the freezer or tap machine, Jägermeister is another brand that benefits from intense

marketing aimed at the 18-25 age group. As well as the Jäger Music Programme that sponsors 30

bands including Bullet for my Valentine and Fightstar, Jägermeister 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 Jäger Bands perform.

No self-respecting establishment with a young clientele can afford to be without this drink.

Bénédictine

Made to a recipe first created by a Bénédictine monk in 1510, Bénédictinecontains 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, Bénédictine is made using neutral spirit and as such is

surprisingly versatile. Classic serves include Bénédictine and Brandy (B&B), Bénédictine and

Tonic, Bénédictine and Grapefruit and, of course, the world-renowned Singapore Sling.

Drambuie

A century after the brand’s 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 liqueur-

drinking occasion, introducing a younger generation of consumers to a much more versatile

product, with relevance to today’s modern lifestyle,” says Parnell.

The lynchpin of Drambuie’s international marketing activity has been the ‘Drambuie Pursuit’.

Inspired by Bonnie Prince Charlie’s flight from Culloden in 1746, this adrenalin-charged race

across the Highlands of Scotland has teams of consumers competing from most of Drambuie’s

key markets.

“Drambuie’s 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 a 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 Maria’s

recent £1million ‘Deliciously Unexpected’ advertising campaign targeted 25-35 year old

women. “The campaign reinforced Tia Maria’s relevance as a sociable and mixable spirit for

today’s 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 world’s 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:

Crème 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.

Crème 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 world’s 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, it’s 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 magazine’s 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

year’s £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 world’s most delicious tasting cream liqueur

where every single ingredient is the best of the best,” says Adrian Walker, co-founder 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 d’Ivoire 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 World’s 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 world’s 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 it’s a bit like drinking a Terry’s 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 d’un 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

pre´curseurssde´veloppement de l’aroˆ me cacao. In XIth International Cocoa Research

Conference; Lafforest, J., Ed.; Cocoa

Producers’ Alliance: Yamassoukro, Ivory Coast, 1993; pp 723-

726.

(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.; Pe´tiard, 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-re´colte 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 we’re 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 Thornton’s 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

d’espices 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 d’Estrees (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 wasn’t 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 crèmedefruits 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, hotel’s, which are well

known to the staff.

The experiments had been solely conducted by me keeping in mind the valuable advise &

information’s 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 íL, 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 0.5-38.25 Mm NaOH for 18 min. The

injected sample volume was 20 íL, 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 Fisher’s 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 3.4-7 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 Bénédictine, 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, lower-strength

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 on-premise 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, Curaçao and Crème 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 spirits…that 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?

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

growth of the industry?

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.

Hig Mediu Low

Yes

No

Hig Lo

Whisky

Rum Base

Others

Liqueu Liquo

Yes No

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.

Thank You

Liqueur Liquo

Liqueur Win

High Mediu Lo

Economic Reasons

Physcological Reasons

Cultural

Research Project

LIQUEURS Variety & Origin

By- Daipayan BhattacharjeeRoll no- 0928553rd 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 SignPlace

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 GuidePlace

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. The Bar Guide

2. The Encyclopedia of wines , spirits , and liqueurs.

3. The Wine Encyclopedia.

4. The World Of Liqueurs.

5. The Wines Of The World.

6. Grossman’s Guide.

7. Wine Companion.

8. The good cook book series – Wines.

9. The Chefs Thesauraus.

Internet:

1. www.indianwines.com

2. www.google.com

3. www.delhiwineclub.com

4. www.wikipedia.com

5. www.champagnemagic.com

6. www.webmasters.com

7. http://www.guntheranderson.com/liqueurs.htm

8. 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