Absolut & LX.TV Announces Winner of "On the Rocks: The Search for America's Top Bartender Featuring Absolut Vodka"

NEW YORK (December 4, 2009) ABSOLUT®, the world’s most iconic vodka, announces that program partner and series producer, LX.TV, has crowned Joseph (Joe) Brooks the winner of the second annual season of “ON THE ROCKS: THE SEARCH FOR AMERICA’S TOP BARTENDER” competition. LXTV is NBC Local Media’s award-winning producer of local lifestyle and entertainment programming.

For the first time ever, the intense glass-to-glass competition that took place at Planet Hollywood in Las Vegas was captured on three half-hour episodes that aired nationwide on NBC owned and operated stations throughout November. Hosted by popular TV personality Maria Sansone, eight finalists were chosen after various casting calls and auditions held in New York, Las Vegas, Los Angeles, Chicago and Miami. These finalists were then challenged to demonstrate their talent, knowledge, speed, accuracy and agility for serving up delicious libations that possess both substance and style and were judged on their personality, cocktail preparation and pairing cocktails with food.

This year’s winner, Joseph Brooke, who was awarded $100,000, is a native New Yorker who followed his heart to Los Angeles where his bartending career blossomed. Over the last three years, Joe has honed his craft at local LA hotspots including the Edison Lounge and Copa D’oro.

Joe commented, “This has been an amazing ride – literally a dream come true.  My fellow competitors are all incredibly talented, each bringing with them a unique set of skills and styles that raised the bar and added to the pressure of the competition. I am honored and thrilled to be selected as this season's top mixologist. This competition is a testament to the dedication and professionalism of the folks from ABSOLUT and LXTV who put this on.”

Ian Crystal, Brand Director of ABSOLUT Vodka added, “In the final episode, through a series of rigorous tests, Joe proved that he was the guy to beat but it was in the final test – create the ultimate ABSOLUT signature cocktail - that Joe’s passion for his craft secured his place in the exclusive club of master mixologists. As the world’s most iconic vodka, we are proud to help discover and support innovative and stylish bartenders like Joe Brooke who have what it takes to bring the art of mixology to a bold, new level.”

Morgan Hertzan, NBC Local Media Senior Vice President of Programming and General Manager of LX.TV concluded, “We toast the skilled bartender who came away with the top prize. This series is a winning format and this year we have successfully engaged an even broader audience by adding TV to the media mix.”

ABSOLUT Signature cocktail finalists recipes include:


The Country House (Joseph Brooke)

1 ½ parts ABSOLUT® Citron

1 part honey syrup

¾ part lemon juice

2 dashes peach bitters

2 sage leaves

3 raspberries


Shake first 4 ingredients in a shaker with ice and strain into a chilled cocktail glass. Garnish with sage leaves and raspberries.


Solstice Cocktail (Todd Appel – runner-up)

1 part ABSOLUT® Mandarin®

¾ part Benedictine

1 part fresh squeezed orange juice

1 ½ T fine apricot preserves

fresh grated nutmeg, allspice

Orange wedge


Stir ABSOLUT Mandarin, Benedictine and preserves together in a mixing glass. Add orange juice and fill with ice. Shake and strain into iced rocks glass or straight up in a cocktail glass. Garnish with grated nutmeg and orange wedge.


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About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.

In addition to ABSOLUT®, Pernod Ricard USA’s leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Wild Turkey® Bourbon, Seagram’s Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu® flavored Rum, Kahlúa® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

The company is based in Purchase, New York, and has roughly 1,000 employees across the country.

Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

About LX.TV 

Emmy award-winning LX.TV was founded in 2006 and purchased by NBC Local Media Division in January 2008. LX.TV produces high-quality original content accessible on multiple platforms from on-air to on-line to out of the home. LX.TV's original programming includes "1st Look" and "Open House," which currently run in New York and Los Angeles with plans to expand to other major markets within the next six months. LX.TV also produces special series and programs including the wedding series, "I Do," and the documentary series, "My First Time." LX.TV is a wholly owned subsidiary of NBC Local Media. 


About NBC Local Media 

NBC Local Media is comprised of ten NBC owned-and-operated television stations reaching 27% of US TV households; the NBC Everywhere operation focusing on the growing Out of Home digital market; LX.TV, a content production company that produces lifestyle and cultural programming; and Skycastle Entertainment, an award-winning entertainment marketing and promotion company. Together, the NBC Local Media properties distribute NBC Universal content and produce local content for broadcast television, broadband networks, digital channels and numerous media outlets outside of the home. NBC Local Media is a division of NBC Universal. 









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