Botanical Brilliance: Unpacking Tenneyson's Journey to the Twin Cities
Zero Proof Insights | @grahamwashere
Written by Cate Faulkner
Graham Wasilition, cofounder of Tenneyson Black Ginger, traveled to the Twin Cities for our June ZPC Connect meeting. Tenneyson has rapidly gained traction in Minneapolis, amassing a fervent local base.
Botanical, nonalcoholic spirits fall into two categories: either they mirror an existing alcoholic spirit in taste, or they introduce an entirely novel flavor. Tennyson Black Ginger ventures into the latter. Its vivacious and zesty ginger profile is boosted with dandelion, lemon balm, bergamot, gentian root, Yerba Mate and Grape Seed. It’s clean, with no added sugars, caffeine, or artificial components, and remains low-caloric. Fully savoring it requires a fondness for ginger and the praise it has amassed is incomparable.
During Graham's visit, I took him on several sales calls to have face-to-face time with leading hospitality industry professionals and gleaning insights from their various perspectives.
Here are some of the people that Graham met:
Tammy Wong, Rainbow Restaurant
Tammy Wong, owner of Rainbow Restaurant, has remained one of the most important chefs and restaurateurs in the Twin Cities for almost 40 years. Her work embodies constantly evolving craftsmanship anchored in her Chinese and Vietnamese ancestry and culinary philosophy. She approaches her offerings with freshness and vibrancy, infusing her deep-seated passion for gardening into her illustrious culinary journey. In a recent article about Tammy in Mpls-St. Paul magazine, the title reads: "How Tammy Wong of Rainbow Chinese Became a Wok Star".
Her sophisticated palate, enriched by a deep understanding of unique, potent ingredients such as ginger and Gentian root, rendered an insightful and uplifting analysis of Tenneyson during our tasting session. Tammy acknowledges and admires the unexplored avenues of flavors in the nonalcoholic beverage sphere, where Tenneyson is pioneering new realms of taste experiences. She is a beacon of ceaseless innovation, a sentiment echoed in her engaging and hopeful discussion with Graham. Together, they exchanged visions fueled by unwavering optimism and a shared commitment to exploring yet unrealized potentials in the world of flavors.
Pete Vars, Thomas Liquors
Pete manages a fourth-generation family-owned neighborhood liquor store and premiere specialty wine shop in St. Paul, Minnesota. As a Master Sommelier: the highest achievement in this field - Pete has honed his expertise through extensive training with The International Sommelier Guild and the advanced program at The Wine and Spirits Education Trust. Beyond his accolades, he harbors a deep-seated passion for wine, food, and travel, continually fueling his adventurous spirit through meticulous planning for his next vineyard excursion. This commitment to his craft, coupled with his dedication to his young family and the shop, has rightly earned him the title of “Most Trusted Retail Wine Consultant” in the Twin Cities.
Generously carving out time from his hectic schedule, Pete met with us to discuss and taste Tenneyson. His warm and gracious nature, evident from our initial encounter, facilitated a convivial and engrossing conversation that seemed to defy time. Despite the bustling ambiance of the busy shop, we managed to delve right into the sampling, anticipating the rich dialogue that awaited.
As Pete lifted Tenneyson to his nose, the rich symphony of aromas layered with subtle hints of spice was easy for him to smell. After just a few sips, he could define the nuanced flavors, where ginger and black pepper play the leading roles, enhanced by a gentle spark of citrus notes that lend a bright, fresh dimension to the botanical spirit. The tasting session transformed into a thorough exploration, and he discussed its complexity. With every sip, he and Graham uncovered more layers of the beverage's complexity, recognizing it as a product that can hold its ground in the nonalcoholic landscape, offering a depth of flavor that stands unmatched.
With a nod of approval, Pete gave a testament to Tenneyson’s success in capturing a rich, full-bodied experience in a nonalcoholic beverage, predicting a promising future for such a finely crafted spirit in the wider culinary panorama. We are anxious to see how it sells at Thomas Liquors and hope for a big, bold, and spicy future—just like Tenneyson tastes.
Logan Fleischman, Zero Proof Beverage House
Logan has opened two brand new nonalcoholic bottle shops in the Twin Cities. Both of his Zero Proof Beverage Houses are beautiful and situated in very prominent neighborhoods, with great success on the horizon.
His background has predominantly been in the sales of wine and spirits. Today he is also the owner of Emerald Elements, a wholesale distributor that has a growing portfolio of cannabis-infused edibles, beverages, tinctures, and topicals.
The fact that cannabis and NA go together is one of the reasons for the trajectory of growth in the nonalcoholic beverages industry.
When we arrived at Logan's North Loop store location, it was clear that he was selling a very wide array of nonalcoholic beverages and he said he is always looking for exceptional NA products, so we knew Tenneyson would be an easy sale.
With Logan's long history of tasting wine and spirits for years and his discerning palate, he was able to quickly break down Tenneyson's flavor profile. He was most enthused that this botanical spirit did not replicate its alcoholic counterparts. He was highly impressed that it carved out its unique niche, distinguishing itself as a significant player in the NA sector.
What's interesting about Tenneyson is that it tends to skew more male. Its packaging, branding, and messaging are more masculine, seeming to attract men who enjoy (or previously enjoyed) whiskey. Time and time again we have seen this play out—it has become predictable.
Tenneyson delivers a big, bold, and spicy flavor without any sugar. From the first sip, it makes a strong impact, encouraging those who appreciate it to immediately envision all the possible uses for this product. This was evident in Logan's reaction as he tasted Tenneyson; his enthusiasm was palpable as he anticipated its potential. He promptly ordered a case for each of his stores, where Tenneyson remains a staple.
Lara Valente, Marigold NA Bottle Shop
Lara has amassed many years of experience in the wine and restaurant sector and presently oversees operations at Marigold, the first nonalcoholic bottle shop in Minneapolis. During our sales call, tasting was unnecessary, as Lara has personally witnessed Tenneyson bottles quickly disappearing from her shelves at Marigold — a testimony to the spirit's soaring popularity.
Marigold has indeed been a linchpin in Tenneyson's success narrative in the Twin Cities. Graham took a moment to express his gratitude to her for being a steadfast supporter of Tenneyson, navigating the tempestuous waters of production challenges over the previous year. Meeting the surging demand for Tenneyson has been strenuous, compelling a significant amplification of their production runs over time.
The conversation veered towards the demographics purchasing Tenneyson. Lara concurred that the initial clientele leaned male but highlighted a shifting trend. As more women got the opportunity to savor it and grasp its versatility, they have been purchasing Tenneyson at Marigold with increasing frequency, evolving into some of the shop's most loyal patrons.
Grisha Hammes, Tenant Restaurant
Grisha Hammes stands as a culinary maestro at the helm of Tenant, a distinguished dining spot nestled in the vibrant heart of Minneapolis at 43rd and Bryant. Co-owners, Hammes and Cameron Cecchi govern the kitchen, orchestrating a symphony of flavors, presenting guests with a meticulously crafted six-course prix fixe dinner in a series of intimate sessions five nights per week. The restaurant, though modest in size, bursts with the richness and depth echoed in Hammes' masterpieces. A visit here isn’t just a meal; it’s venturing into a realm where every element, from inception to presentation, is handled with an almost reverential dedication to the culinary arts.
Each dish at Tenant resonates with vibrant flavors, reaching gastronomic heights thanks to their expertise in extracting intensely concentrated pan juices and sauces. This signature touch ensures a dining experience that's truly transformative. For those who appreciate exquisite flavor profiles, an evening at Tenant becomes a celebration of the pinnacle of culinary artistry, where food transcends into an experience that nourishes not only the body but also the spirit.
Graham and Grisha established an immediate connection, effortlessly finding common ground as they discussed their respective backgrounds.
Guiding us with a precise and thoughtful methodology, Grisha ensured that our palates were cleansed between tastings, enabling a fresh and untainted experience with each nuance of the Tenneyson profile.
During our discerning tasting session, Grisha helped define the potential role Tenneyson could play in the culinary storyline presented at Tenant. He began by imagining how this botanical spirit could seamlessly integrate into his curated menu, adding depth both as a standalone nonalcoholic option and as a vibrant component in alcoholic blends. Enticed by its bold and spicy notes, he envisioned Tenneyson securing a place on his menu, enhancing various dishes, and potentially augmenting its monthly usage through inclusion in alcoholic cocktails.
This strategy aligns perfectly with our mission at ZPC and for Tenneyson as well. It isn't about eliminating alcohol but introducing a rich layer of NA options on every menu. This ensures that patrons who opt for a lavish six-course dining experience have the freedom to choose an elevated and complex NA beverage option.
Grisha supports alternatives and inclusivity in his beverage offerings, while celebrating the rich array of flavors that make a dining adventure at Tenant nothing short of transcendent. The tasting session was a master class in culinary pairing, and Graham and I remain grateful that Grisha gave us this unique opportunity.
A Bright Future for Tenneyson: With Appreciation in the Twin Cities
Listening to Graham articulate his vision and journey with Tenneyson over the two days of dialogues and meetings with top industry professionals afforded Cate deeper insights into the depth of his passion and comprehensive knowledge of the product. The rich tapestry of his backstory, which often can only fully unfold in extended and engaging dialogues like these, became vividly apparent.
The kaleidoscope of perspectives gleaned during these interactions shed light not only on initial palate reactions but also on deeper comprehensions of what Tenneyson truly brings to the table. It opened avenues of discussion on how it might be incorporated into their respective venues, providing a multifaceted understanding of the product’s immense potential. This enriching experience, weaving together firsthand reactions and thoughtful feedback, projected a bright trajectory for Tenneyson in the discerning landscape of the Twin Cities, sketching an optimistic pathway rooted in a genuine appreciation for the exceptional and high-quality nonalcoholic botanical spirit.
Special thanks to Graham for coming all the way from Austin, Texas, to visit us up here in the Twin Cities. It was a wonderful couple of days, and the only thing that could have made it better is if Michael Bumgarner — the other half of Tenneyson— could have been here as well!
© 2023 Cate Faulkner
