From the PR:

The Camera Club is a new community minded bar & gallery concept that’s dedicated to celebrating creativity through camera-based pursuits. The Camera Club is based within the Beach Road Hotel, Bondi Beach and is proudly supported by 42-Below. A VIP launch party is being held Thursday September-2, 2010.

The Camera Club’s photo gallery delivers quarterly group exhibitions that are powered by the idea of ‘six degrees of separation’ and presented under a zero percent commission. Every 3-months a curator is engaged to create a group show concept. In addition to theming the show they also select a photographer to participate & exhibit. This second photographer supplies their works and then selects another photographer to exhibit and so the process continues until there is a total of 10 exhibiting photographers. The end result is 10 micro galleries each of which is connected via the group show theme and the exhibiting photographers via six degrees of separation.

The Camera Club also boasts a styling in-house bar & a wood fired pizzeria called Super Supreme. Extensions of each exhibition can be seen across the bar & pizzeria collateral from photo-inspired pizza boxes through guest photographer menus and exhibition inspired cocktails.

In keeping with the community-based concept the The Camera Club will further soon encompass a working photography studio, member library, vintage photo booth and camera related inspiration from the past, present and future.

Check out their site at www.thecameraclub.com.au, or their Facebook page, and the great posters below.

As selected by our staff, we have a winner for the first week of our t-shirt competition. @rickysam of Christchurch gets a bottle of 42BELOW Feijoa plus a shaker. Well done! Check out Ricky’s design above, and a small selection of the great designs below.

Times running out to get your designs in. Some great prizes are available. It only takes a few minutes to put pen to paper. Details of the competiton are at: http://www.42below.com/#/blog/2010/08/20/yours-could-be-next-win-1000-in-our-t-shirt-competition/

PS, Our lawyers have asked we clarify, in your designs don’t feature excessive drinking, someone elses’ IP, or anything that will appeal to children.

Thanks!

Briars who is a bartender from New Zealand and the 42BELOW Vodka Professor, moderated two seminars during the five-day cocktail festival. His first seminar, titled A Shot of the Black Stuff, examined the complexity and variety of Amaros and bitters and how cocktail lovers can harness their potent powers. His second seminar, titled Civilization Begins with Distillation, took a look at how spirits played a major role in some of the critical moments of human history. “Each year I am amazed at the scope of information which is being presented at Tales of the Cocktail, from cutting edge bartending techniques, to historical insights, and deep product examinations.” said Robert Hess, Member of the Tales of the Cocktail Presenters Selection Committee. “It’s no wonder Tales has become the go-to event for bartenders, restaurateurs, as well as anybody interested in a firm understanding of our ever expanding cocktail culture. ”

http://www.talesofthecocktail.com/

While there is plenty of fine print attached to this, the gist of it is;

• Design us a t-shirt, submit it to us via Twitter making sure you tag it with @42below.
• Each week we’ll pick a winner, they’ll get a 700ml bottle of 42BELOW and a boston shaker.
• At the end of the competition (19th of September) we’ll announce a winner, who will receive $1000 NZD, a complete set of 42BELOW barware and an interview on 42BELOW.com.
• We’ll also run 1000 t-shirts of the winning design, making your design really famous.

Why on Twitter? Because like all companies, we want some free advertising and figure this Twitter thing may just be the avenue for us. Also, Twitter lets us give something back to our fantastic Twitter followers.

This competition is for New Zealand, Australia and the United Kingdom only.

We want you to win, really. But there’s some things that you need to read;

• Don’t feature naughty stuff. Nothing that breaks the law, threatens, demeans, insults or degrades anyone, or encourages anti-social behaviour.
• No entries from anyone under 18, and don’t feature any imagery of people under 18. People must look 25+ so they’re not mistaken for a minor. Don’t make us ID you.
• No excessive drinking. No dangerous drinking. No doing something stupid while drinking. This includes driving, operating machinery, athletic activities, firearms, etc.
• Don’t mislead people, i.e. don’t say it has magical or medicinal properties. We know better.

Right-o, get on with it! Have a look of some of our past t-shirts below, and do have a read of the terms and conditions below. By entering the competition we assume you have read them, especially the parts about if you win we have the rights to the design. Thanks!

Terms and Conditions

1. 1. General
   1. This competition is maintained by 42 Below Limited (“we” or “us”) for the personal use of people who are lawfully permitted to consume alcoholic beverages, in countries and other territories where the consumption of alcoholic beverages is lawful
   2. The purpose of these terms of use is to let you know about the terms and conditions which apply to your participation of this competition.
   3. By entering the competition you confirm that you have read and agree to these terms and conditions.
2. 2. Changes to these terms of use
   1. We may make changes to these terms of use from time to time. As such, we encourage you to review these terms of use regularly so that you stay informed about the terms and conditions which apply to your use of our website. We will make these changes without notice to you.
   2. Your participation in this competition means that you agree to these terms of use, and any changes we may make to them.
3. 3. Application of these terms of use
   1. These terms of use apply only to your use of our website and intellectual property. These terms of use do not apply to your use of websites that we do not own or operate, but to which our website may link.
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   4. Please report any actual or perceived breaches of these terms of use and/or any behavior which goes against the community values of 42 Below to us at misuse@42 Below.com.
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   8. Competitions are open to all 42 Below Ltd website users, except for 42 Below Ltd employees and their relatives, and anyone professionally connected with the prize offered in this competition. 42 Below Ltd reserves the right to verify the eligibility of all entrants.
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   11. All entries are the property of 42 Below Ltd . By entering the competition, you thereby assign absolutely the copyright and all other rights in the entry for the full period of the copyright. By entering the competition, you agree that 42 Below Limited can reproduce, use and exploit, or authorize a third party to reproduce, use or exploit on 42 Below Limited’s behalf your creation or any part or component of it in any media and for any purpose included but not limited to sale or promotional use.
   12. 42 Below Ltd reserve the right to disqualify your entry if it is incomplete or if there are reasonable grounds to believe that you have breached any of these rules.
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8. 8. Limitation of liability
   1. To the maximum extent permitted by law, neither we nor our suppliers or licensors shall be liable to you or any other person for any direct, indirect, punitive, incidental, special, consequential or other damages whatever or however arising out of or in anyway connected with your use of, or your inability to use, our website, any content posted on our website, or any products and/or services provided on our website, even if we are advised of the possibility of such damages. Some jurisdictions may not allow the limitation or exclusion of liability in this way or to this extent. If that is the case, the above limitation or exclusion may not apply to you.
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   1. We control and operate our website from our offices in New Zealand. If you choose to access and use our website from a country other than New Zealand, you do so on your own initiative and you will be responsible for compliance with the laws of that country, if and to the extent that those laws apply.

10. Miscellaneous

1. If any provision of these terms of use is held by a court with appropriate jurisdiction to be illegal, invalid, or unenforceable, that provision shall be deleted from these terms of use and the remaining provisions shall remain in full force and effect.
2. Any failure on our part to enforce any part of these terms of use or to exercise any right we may have under these terms of use will not constitute a waiver to any extent of our rights.
3. We may assign our rights and obligations under these terms of use at any time and, if we do, we will be relieved of any further obligation to you under these terms of use.
4. These terms of use constitute the entire agreement you have with us as to your use of our website and supersede any prior agreements or understandings we may have with you.
5. These terms of use are governed by and construed in accordance with New Zealand law. By using the 42BELOW.com site you submit to the non-exclusive jurisdiction of the courts of New Zealand.

11. Definitions

1. In these terms of use, unless we say otherwise:
2. “Intellectual Property Rights” means any and all copyrights, database rights, trade marks, service marks, patent rights, design rights, trade secrets, confidential information and other intellectual and proprietary rights of any nature, anywhere in the world;
3. “our website” and “our site” means www.42below.com and any other website that we may own or operate in the future;
4. “we”, “us”, “our” or “42 Below” means 42 Below Limited, a duly incorporated New Zealand company (number 1057818), having its registered office and address for service at Level 1, Union Fish Co Building, 116/118 Quay Street, Auckland, New Zealand;
5. “you” means each registered user of our website.

Why make these statements? For one, we still have jobs and can afford to spend our earnings in the most ridiculous ways. For example, our accounts girl has just come back from her third overseas holiday this year. Our IT guy has aspirations of big game hunting in the not-too distant future. Unfortunately nobody has told him that Moa have been extinct for a while – he’ll be gutted. And our logistics guy just enjoys his Cubans.

The second reason we think our fans are the bees-knees, is the gifting of 42BELOW to complete strangers. One of our fans in Northern California couldn’t get 42BELOW Honey in her local store – they’d run dry. So an ex-pat New Zealander dropped off one of his private supply out of the kindness of his heart. He asked nothing in return and didn’t even leave a card. You certainly did a better job of delivery than our usual company (pictured).

We’d like to say thank-you to this kind gentleman. You made our day, and the day of the recipient of your bottle of 42BELOW Honey. Also, you proved that not all in Northern California are survivalists living rough amongst the big redwoods, with the sole purpose of writing your manifesto to overthrow the government whist distilling your own moonshine. You buy our beverages instead.

Enjoy the pineapple lumps and barware. And thank-you to all of our fans around the world who continue to enjoy our vodka – we depend on you to feed our lavish lifestyles, keep our jet-setting accounts girl jet-setting, and allow us to keep making 42BELOW!

New Zealand creative agency The Sweet Shop wanted to put on the party of the Cannes Lions 2010, and with the help of 42BELOW, they did. We sent global vodka professor Jacob Briars to Cannes to create some unique drinks for the event including a ‘South Pacific Cosmo’ and a ‘Passion Victim’.

More than 350 people packed into the Dadada Club, just 40 metres from La Croisette for some A list drinks and matching tunes thanks to international DJ Sascha Muki performing. Even the most cynical of advertising exec and exhausted of party goer were on form, 42 BELOW and The Sweet Shop showing the French and the world, how to party kiwi-style.

Passion Victim

• 45 mls 42BELOW Passion
• 60 mls mango juice
• 60 mls cranberry juice
• Dash of absinthe
• Orange slice

Build over ice, squeeze in orange, add a dash of absinthe.

South Pacific Cosmo

• 45 mls 42BELOW Passion
• 15 mls Cointreau
• 15 mls fresh lime juice
• 15 mls cranberry juice

Shake and strain into a chilled Cocktail glass, garnish with an orange twist

Ladies and Gentlemen the results are in from the 42BELOW Cocktail World Cup regional finals which wrapped-up in Brighton yesterday after an 8-city tour of the UK. The top 3 bartenders from each region have won their place in the National Final this October where they will compete as a team for the ultimate prize: a ticket to the 42BELOW Cocktail World in New Zealand 2011.

TOUR HIGHLIGHTS

Each year the 42BELOW Cocktail World Cup showcases emerging cocktail trends across the country. This year’s Carnival of the Cocktail theme gave bartenders an interesting and fun point of inspiration for their drinks.  Bartenders took a molecular take on traditional carnival fare creating truffle butter and Manuka honey popcorn, popcorn infused 42BELOW and 42BELOW Feijoa fairy floss. Cocktails using wine and vermouth in harmony with 42BELOW’s flavour profiles instead of liqueurs were clearly prevalent, highlighting a welcome trend that enables bartenders to make drinks that are lighter, fresher and lower in alcohol.  The return of spices and big flavours was also evident, with bartenders moving away from the 1000 variations of the old fashion and the sour that have become the bread and butter of cocktail competitions.  Homemade special ingredients also proved increasingly popular; the tour saw some impressive concoctions including elderflower champagne, raisin bitters, cucumber and celery bitters, Chai tea sorbet, ginger beer, pistachio infused 42BELOW, Spitfire and rhubarb custard and Kombucha cordial made from fermented tea syrup.

THE WINNERS

THE COCKTAIL CHALLENGE

During the competition bartenders crafted two original cocktails to wow the judging panel: one completely original signature drink made using any weird and wonderful ingredients they choose and one simple drink made during a second surprise quick fire challenge designed to test their skills, mimicking the high pressure situations that will greet them in New Zealand.

THE PRIZE

The winning team at the National Final will be flown to New Zealand for the experience of a lifetime and the chance to represent their country in the international 42BELOW Cocktail World Cup 2011 next March. The Team will be part of the most marvellous mixology show in the world during a five day Carnival of the Cocktail themed tour of 42BELOW’s homeland.  They will battle it out country vs. country through creative cocktail challenges before the tour culminates in the Grand Final as they fight to take home the winning title. Kick back for three minutes and check out the incredible video highlights of this year’s final in New Zealand at www.cocktailworldcup.com/Gallery/Promos (please note this film has brought tears of joy to grown bartender’s eyes).

THE WILDCARD

Following the regional finals, the winning three bartenders from each region will have 2.4months to work together as a team to perfect the cocktail recipe they will present at the National Final. Consumers can support their hometown team by trying their tasty cocktails and following their progress on Facebook.  The team to create the UK’s most popular new cocktail automatically wins a wildcard place in the grand final in New Zealand.

HIGH CALIBRE COMPETITION

Last year, Team Belfast set the bar high impressing Michelin-starred chef Raymond Blanc with their winning cocktail; Catch 42.  The cocktail was a completely clear concoction despite being based on tomato extract, passionfruit puree, 42BELOW Pure Vodka, lime juice, sugar and salt. Team Belfast remarkably completely clarified the ingredients to remove all visual cues to the incredibly light, fruity flavours.

A PLATFORM FOR SUCCESS

The annual 42BELOW Cocktail World Cup offers bartenders the opportunity of a lifetime providing unmatched international cocktail experience and industry prestige and bolstering their careers when they return home. Previous finalists include Callooh Callay Founder Richard Wynne, Soulfruits Founder Kevin Armstrong and The Kitchen Series winner JJ Goodman.

42BELOW COCKTAIL WORLD CUP 2011 PROGRAMME

28 Jun – 8 Jul 2011 Regional Final Tour: Show Time
13 Oct National Final: London
2011 Feb/Mar 42BELOW Cocktail World Cup 2011 Final in New Zealand

For further information go to www.cocktailworldcup.com
For press information and images contact Lawson Communications:
samantha@lawsoncomms.com
+44 7850 0815 98

Cocktail Winners & Recipes Appendix

BELFAST

EDINBURGH

LIVERPOOL

LEEDS

WEST LONDON

EAST LONDON

BRISTOL

BRIGHTON

So in 42BELOW’s fine tradition of attention seeking, let us present to you the Fat-boy. It’s a kind of parallel universe, an alternate 42BELOW world, that you can interact with (just in case there isn’t enough 42BELOW in your current, real world). Let’s call it Planet 42, surely the second best place in the world after New Zealand, the real life home of 42BELOW.

On Planet 42 each 42BELOW flavour sends you on a different journey, a journey that lets you manipulate the animation in a fun and interactive way.

Just like the creation of our world class vodka, this technology is breaking new ground. What do you get for giving our Fat-boy thirty seconds of your life? Fat-Boy delivers a completely awesome audio-video experience, along with a short explanation of our products. Yep, Fat-Boy is a sales guy!

So let us hook you up with our fabulous fatty and put some 42BELOW Augmented Reality into your reality. From Wednesday 14th July 2010 until Wednesday 27th July 2010 the first five people each day to head down to LiquorLand on The Strand, Parnell, Auckland, buy a 500ml or larger bottle of 42BELOW, will receive a free piece of 42BELOW bar-ware! Just send a scan or photo of the sales receipt to jpearson@42below.com and we’ll send it out to you. *

Introduce yourself to ‘Fatty’ and trust us, it’ll be love at first sight.

For more information, contact:

Jacob Pearson
jpearson@42below.com
+64 21 242 2898

* Please note we will be checking the receipt for the date and venue of purchase. These details must be clearly visible.

International guests were treated to the best in NZ cuisine including White Sand Oysters, Kono mussels, Cloudy Bay Clams, Regal Salmon, Matatoki Farm Cheese, Spirits Bay Honey and a sumptuous Hangi of Chicken, Pork, Beef, Kumara, Potato and Squash all washed down with some specially designed 42BELOW cocktails by ex-42BELOW Cocktail World Cup 2008 contestant Randy Tarlow.

And proving that 42BELOW can inspire more than just a great party, here’s a poetic treat for you fresh from the 42BELOW Cocktail World Cup regionals in Liverpool. While there our travelling Professor Jacob Briars was accosted by a street poet, who for the very ample reward for 4.20 quid wrote us this touching ditty.. enjoy!

3 winners may lose
But not those that choose
To be 42 above or below
The joys of a quality vodka we know

To compete
With our deft feet
Take all in our stride
For we blend

It’s not just a drink
It’s an experience
For old and young
Tantalise the tongue

I’m not a number
But I’m 42 Below

Then back in May we launched the new site, and what would you know, it actually looks good! The way it does it’s sideways swooshy thing and how everyone can read the news and see what we’re doing. The dancing blinged-bear makes our logistics girl giggle each time she sees it. We’re not sure how much our IT guy had to do with it – from what we saw this company called Gladeye were certainly helping a lot.

Funny thing is that it’s not just us that think it looks good. Site Inspire think so, it’s been listed on their site for three weeks. This crazy Japanese site about web design also listed it too. Gladeye are about to get a big write-up in .NET magazine because of the work they did, which apparently is really the bees knees for those web design people out there. And now today we hear the Wordpress showcase has listed.

Gotta say, this worked out nicely for us. Better than the accounting software seminar that our Finance guy did.