Cola-flavored ‘America’s liqueur’ a hard sell

David Fleming, executive editor of beverage trade magazine Market Watch, said it is difficult, but not impossible for new concoctions to gain a foothold.

"There could be some worry out there that there's some 'flavor fatigue' but it hasn't happened yet," he said. "It's a much more crowded market, but there are success stories out there. There's still room for lots of ideas."

Arcella is hoping to generate enough sales to make his brand self-sustaining. So far, he said he has plowed in $1 million without a return. But a pension and continuing royalty income from Corazon, which he sold to Sidney Frank Importing Co. Inc. in 2002, keeps his spirits up.

"If this doesn't work a year from now, two years from now, and I decide to put up the white flag, Frankie ain't going to the poor house," he said.

For now, Redcliff hasn't exactly caught fire.

Arcella began selling "bomber cups" — plastic tumblers with a shot glass shape inside — to bars to promote shot-with-chaser drinks. He said college kids are catching on, mixing chilled shots of Redcliff with energy drink Red Bull or cola.

Since it was introduced this year at The Church Key bar in the heart of the University of Wisconsin-Madison campus, students drink about one bottle of Redcliff every two weeks and some even appreciate its All-American theme, manager Tom Harris said.

"It's still new and people seem to be receptive to it," he said. It doesn't sell as well as Jagermeister or even grape-flavored vodka, Harris said. "It's definitely not just dead in the water."

At The Thin Man, staff and patrons are still searching for the right recipe. Volunteer chef Bill McPherson put it in cranberry scones. Regular patron and cardiologist Jim Schmidt used it to conquer a cold.

"I heated it up, put it in some hot tea, and my cough went away."

Owner Alstad said for a New Year's Eve bash, he plans to give away bottles in gift bags, with a challenge.

"Basically, we'll ask everyone to take it home, and see if they can come up with a drink that we can use this in," he said. "If someone can do that, that would be great."

MORE FROM FOOD INC.

Food Inc. Section Front

Shoppers waste money on bad apples Restaurant profits may suffer despite stimulus Bud to keep sports marketing strong Man finds knife in Subway sandwich, sues InBev will put Bud’s patriotic reputation to test ConsumerMan: Buying organics on a budget InBev buying Anheuser-Busch for $52 billion The sweet taste of success InBev raises offer for brewer Anheuser-Busch Benihana founder Rocky Aoki dies Food Inc. Section Front   Add Food Inc. headlines to your news reader: