Bar Business August 2018

August 2018

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

Plus:

Social Media

1849 Wine breaks the mold.

Liquid

GOLD

CL E R MON T K . Y.

U. S .

THIS IS NOT YOUR PARTICIPATION TROPHY.

EVERY BIT EARNED KNOB CREEK® KENTUCKY STRAIGHT BOURBON WHISKEY 50% ALC./VOL. ©2018 KNOB CREEK DISTILLERY CLERMONT, KY.

Contents How Tos

16

Seasonal Cocktails: Reliable “Fall” Backs

August

Menus go back to the basics this fall.

20

FLOH Recipes

22

Cannabis & Cocktails Collide

26

Tuning Up: Social Media

A FLOH chart of seasonal cocktail recipes.

A primer on the use of cannabis products in bars and nightclubs.

Why traditional methods of social media marketing no longer work.

Departments

4

From the Editor

6

On Tap

A letter from our Editor Ashley Bray Industry news & announcements.

10

Behind The Bar

14

Happenings

In-depth analysis of beer, wine & spirits.

Important dates for the month.

40

Bar Tour

44

Inventory

48

Q+A

Palms Casino Resort welcomes two new venues.

Featured product releases.

Nahm Kim – Sunda New Asian, Chicago, IL

Features

30

Liquid Gold

34

The Declaration of Independents

1849 Wine aims to break tradition, transcend taboos, and change perspectives.

For small batch distillers and brewers, their size and limited runs are their biggest selling points.

Contents photo: Shutterstock/ Africa Studio Cover photo: 1849 Wine/nicole cassano

barbizmag.com

August 2018

Bar Business Magazine

1

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

August 2018

Vol. 11

No. 8

Bar Business Magazine (ISSN 1944-7531) is published

by Simmons-Boardman Publishing Corporation 55 Broad St 26th Fl., New York, NY 10004

subscription department 800-895-4389

What is your favorite Jon Taffer tip that has run in Bar Business Magazine?

executive offices President Arthur J. McGinnis, Jr. Publisher Art Sutley 212-620-7247 asutley@sbpub.com

editorial

Editor Ashley Bray 212-620-7220 abray@sbpub.com

There is no difference between $8.50 and $8.95 to your customers. So why not put the extra 45 cents in your pocket. It’s like free money.

Contributing Writers Phil Gendreau & Jeff Mikolazyk, Elyse Glickman, Erik Shellenberger, Erin Spicer

art

Art Director Nicole Cassano Graphic Designer Aleza Leinwand

production

Corporate Production Director Mary Conyers mconyers@sbpub.com

In the bar business, length of stay increases sales. Simple. Period.

End of story.

Digital Ad Operations Associate Kevin Fuhrmann

circulation

Circulation Director Maureen Cooney mcooney@sbpub.com

Don’t run your bar by revenue alone. You must continually increase guest counts, improve customer experiences, and create incredible guest reactions.

advertising sales Art Sutley 212-620-7247 asutley@sbpub.com

Bar Business Magazine (Print ISSN 1944-7531, Digital ISSN 2161-5071) (USPS#000-342) is published February, April, June, August, October, and December. January, March, May, July, September, and November will only be offered in a digital format at no charge by Simmons-Boardman Publ. Corp, 55 Broad St. 26th Floor, New York, NY 10004. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices. Pricing, Qualified U.S. Bar Owners may request a free subscription. Non-qualified subscriptions printed or digital version: 1 year US $45.00; Canada $90.00; foreign $189.00; foreign, air mail $289.00. 2 years US $75.00; Canada $120.00; foreign $300.00; foreign, air mail $500.00. BOTH Print & Digital Versions: 1 year US $68.00; Canada $135.00; foreign $284.00; foreign, air mail $384.00. 2 years US $113.00; Canada $180.00; foreign $450.00; foreign, air mail $650.00. Single Copies are $10.00 ea. Subscriptions must be paid for in U.S. funds only. COPYRIGHT © Simmons-Boardman Publishing Corporation 2018. All rights reserved. Contents may not be reproduced without permission. For reprint information contact: Art Sutley, Phone (212) 620-7247, or asutley@ sbpub.com. For Subscriptions, & address changes, Please call (800) 895-4389, (402) 346-4740, Fax (402) 346-3670, e-mail barbusiness@omeda.com or write to: Bar Business Magazine, SimmonsBoardman Publ. Corp, PO Box 3135, Northbrook, IL 60062-3135. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 3135, Northbrook, IL 60062-3135. Instructional information in this magazine should only be performed by skilled craftspeople with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.

2

Bar Business Magazine

August 2018 barbizmag.com

INTRODUCING A HIGHER LEVEL OF CRAFTSMANSHIP, FEATURES & PERFORMANCE FOR WINE PRESERVATION FROM PERLICK High capacity - Small Footprint.

Don’t let limited square footage limit your wine list. By expanding up, you’ll have plenty of space to create an impressive offering of fine vintages. Perlick’s space efficient, climate controlled column refrigeration for wine takes advantage of available vertical space.

• 84” tall - 24” x 24” footprint provides high capacity wine storage in a compact space.

• Single and Dual Zone Models Available.

• Factory set sensor maintains optimum humidity level.

• Programmable Blue and White LED interior lighting with slow fade effect for on and off setting.

R600A Isobutane Refrigerant

PerliQ - State Of The Art digital touch screen provides precise control over all wine column functions.

Scan this code for more information on Perlick Wine Column Refrigeration.

Convertible Display Shelf - In display mode, it showcases your finest vintages. In standard, flat mode it maximizes storage capacity.

Contact Perlick to learn more Perlick.com - 800.558.5592

from the editor

From The Editor

Mental health needs a great deal of attention. It’s the final taboo and it needs to be faced and dealt with.

- Adam Ant

4

Bar Business Magazine

T

here was something different in the air at this year’s Tales of the Cocktail in New Orleans.

If you asked me for a tagline after attending the weeklong event, I’d have to say “change,” and it’s definitely being driven by the all-new leadership at the forefront of this event and the Tales of the Cocktail Foundation as a whole.

The newly formed Tales of the Cocktail Foundation (TOTCF) is a non-profit organization that educates, advances, and supports the global hospitality industry and creates lasting impact in the host communities. It is headed by Neal Bodenheimer, Board of Directors Co-chair; Gary Solomon, Jr., Board of Directors Co-Chair; and Caroline Nabors Rosen, Executive Director. (Note: Read our interview with Gary Solomon, Jr. on barbizmag.com) With only about five months to plan and coordinate this year’s Tales, the TOTCF made sure that the event still had the parties, installations, tastings, and seminars it is known for alongside a new focus on mental and physical wellbeing.

At Tales’ opening State of the Trade presentation, the TOTCF acknowledged that this is an industry that is hard on both minds and bodies, and they recognized the need to take care of the people who spend so much time taking care of others in their roles as hospitality professionals.

Much of Tales was dedicated to delving into these topics—seminars on spirits and trends were held alongside sessions on diversity, bystander training, mental health, and sexual harassment and assault.

The all-new Beyond the Bar track was

also launched. Held at the New Orleans Athletic Club, Beyond the Bar offered a series of free mental and physical wellbeing programs such as yoga classes, group runs, and sessions on everything from injuries to sleep to mindfulness. The series was capped off with a session that invited attendees to have an open, thoughtful discussion on mental health issues in the industry while figuring out a better way forward.

The TOTCF also ensured the work around these important issues will continue through a series of grants. In total, $250,000 in funding was allocated to eleven organizations chosen by a Grants Advisory Committee. The grant recipients will strive to better the global spirits community through causes ranging from sustainability to diversity to health and wellness. For a full list of grant recipients, visit barbizmag.com.

Our industry doesn’t exist in a vacuum, and there’s no doubt that the effects of the #MeToo movement and a greater awareness of mental health and suicide prevention have reached the hospitality industry. I applaud the TOTCF for tackling these topics head on and laying groundwork for real action and change to occur. If you’re looking to learn more about the new leadership or any the TOTCF’s initiatives, visit talesofthecocktail.org.

Ashley bray, Editor

August 2018 barbizmag.com

Be the It wasn’t enough for us to provide a Gluten Free, Kosher Certified vodka with no sugar added that satisfies the sophisticated palate. We believe that including premium ingredients, grown in the United States, including the best American Corn and adding pure Oregon water, makes the unique filtering method and 10 times distillation process worth the time and sacrifice for our ultra-premium customer.

When vodka meets luxury—FLOH the Caviar of Vodka

PassionFLOH INGREDIENTS 1½ oz FLŌH Pink Grapefruit Dragonfruit ½Fresh Pressed Lemon ¼ Wedge Fresh Pressed Grapefruit 3 dashes Cranberry Bitters TECHNIQUE Shake with ice and strain into chilled martini glass.

Garnish with lemon twist.

@FLOHVODKA WWW.FLOHVODKA.COM

From ON TAP The Editor

2018 National Restaurant Association Restaurant, Hotel-Motel Show® Makes History

t more than 715,000 square feet, the 99th annual National Restaurant Association Restaurant, Hotel-Motel Show® was the largest ever.

As the foodservice industry’s largest and most comprehensive annual event worldwide, the Show brought together a wide range of industry sectors at Chicago’s McCormick Place from May 19-22. It welcomed more than 65,000 total registrants from over 110 countries and all fifty states and the District of Columbia.

“We have seen growth from key regions, both domestically and internationally,” said Mary Pat Heftman, National Restaurant Association Executive Vice President. “This year we had strong growth from some of the largest international attendee groups including a 16% increase from Mexico, 15% increase from Brazil, and 19% from Australia.

“Growth also came from all corners of the U.S., including 6% growth from Texas, 4% from New York, 5% from 6

Bar Business Magazine

Florida, 2% from California, and a huge 17% jump from Massachusetts. That growth is a clear result of the quality we deliver year after year—the quality of the content, the quality of the exhibitors, and the quality of attendees—that all contribute to solutions and ideas that move their business ahead.”

In addition, the Show boasted a robust international exhibitor presence, offering 24 international pavilions this year, with new exhibits added from Japan, France, Thailand, Scotland, Spain, and Greece to go along with stalwarts from Italy’s Bellavita Pavilion, China, Germany, Ecuador, and others.

Other specialty pavilions on the show floor included the TECH Pavilion, Organic & Natural Pavilion, and BAR at the Show.

Attendees were also able to attend a number of education sessions, including the SuperSession: The Future of Restaurants, which covered the future of the industry from technological and

non-tech perspectives. At Signature ’18, attendees sat in on a discussion between 66th Secretary of State Dr. Condoleezza Rice and President and CEO of the National Restaurant Association Dawn Sweeney, which touched on U.S. foreign policy, international relations, and national security.

Recipients of the 2018 FABI (Food and Beverage) Awards and the Kitchen Innovations® Awards were also honored and on display during the show.

“This year’s National Restaurant Association Show represented a dynamic portrayal of today’s foodservice industry,” said 2018 Show Convention Chair Dickie Brennan, owner and managing partner of Dickie Brennan & Company.

“Exhibitors showcased innovative products and services aimed at solving the challenges facing operators today.”

Mark your calendar for the 100th National Restaurant Association Show, May 18-21, 2019 in Chicago.

Restaurant.org

August 2018 barbizmag.com

Photo: National Restaurant Association.

A

ON TAP

From ON TAP The Editor Bar Convent Brooklyn a Success

Truly Good Foods sells more than 60 snack mixes along with buffalo nuts.

Selling Snacks

E

veryone loves to nosh on something while they drink, but that doesn’t mean your bar needs to build out a full kitchen with an extensive food menu.

Curbing your patrons’ appetites while adding to your bottom line may be as simple as serving up some snacks.

“Adding snacks to a bar program will increase drink sales,” says Chad Hartman, Director of Marketing, Truly Good Foods, which is certified in the Women’s Business Enterprise Council and the WomenOwned Small Business Program.

“Pairing the right drinks with the right snacks will make your program successful.

Take the edge off a hoppy IPA by serving a snack with a little sweetness, compliment the sweet of a specialty mixed drink with a bold spicy snack mix, or give your patrons a great tasting mix that will compliment any beverage.”

Truly Good Foods sources the highest quality ingredients and sells more than 60 types of snack mixes along with buffalo nuts.

Hartman recommends keeping a variety of snack mixes on rotation—a salty and spicy mix, a sweet and spicy

mix, and a traditional trail mix.

“Offering a variety will increase sales and keep patrons drinking,” he says. “If you are giving away a snack with each beer, patrons do not want to see the same snack every time they come in. If you are selling the snack by the scoop or bag, a variety is your best bet.”

Selling snacks by the scoop offers the ideal profitability scenario. “Buy snacks in bulk, present your patrons with a snack menu, and sell the snack by the scoop.

Offering 10-12 snacks on a menu and serving them in a three-bowl display is a great set up,” says Hartman.

“Make sure to be aware of your price per pound and the amount the bowl holds. In most cases, you will be able to sell a threebowl display for $2.99 to $4.99 and keep half as profit.”

It’s easy to get snackin’ as bars can buy one-pound bags, 10-pound bulk boxes, or opt for wholesale for larger purchases.

Adding snacks to a bar program will increase drink sales.

8

Bar Business Magazine

ar Convent Brooklyn, an extension of Bar Convent Berlin, saw over 3,100 attendees from across the world and beverage industry come through the doors during June 12-13, 2018 at the Brooklyn Expo Center.

Attendees took advantage of seminars and tasting demonstrations from leading experts, sampled 250,000 drinks and spirits from 155 exhibitors, and saw 78 new products make their official debut. A whopping 6,000 bottles of mixers from Q Drinks, Thomas Henry, and Fever Tree were used to create 40,000 cocktails.

A number of trends from both the domestic and international markets emerged at Bar Convent Brooklyn, including a return to Tiki cocktails as well as pared down, simplistic but flavorful cocktails. There was also a strong demand for sustainability and environmentally friendly products and practices with larger brands beginning to address the demand for transparency.

The growth of craft spirits continues and has pushed larger brands to produce smaller batch productions and special limited editions. International spirits are also making a push into the US market, and American producers are even giving a nod to Italy with spirits made in the style of Italian aperitivo (vermouth, amari, etc).

Bookings for Bar Convent Brooklyn 2019 are underway, and the show wants to capitalize on this year’s success. “Our sights are set on 2019 and the expansion of this trade show,” said Paula November, Vice President of Reed Exhibitions, in a press release. “Our increased presence in 2019 at the Greenpoint Terminal will allow Bar Convent to incorporate additional exhibitors, more seminar panels and speakers, and new experiential spaces and lounges.”

BarConventBrooklyn.com

yorksnuthouse.com; trulygoodfoods.com/wholesale-inquiry

August 2018 barbizmag.com

Photos (left to right): Truly Good Foods; Bar Convent Brooklyn.

B

ON TAP A New Set of Tools for Bartenders, by a Bartender

Photo: Field Guide.

C

hris Adams, Founder and Principal of hospitality consultancy Ellis Adams Group, has teamed up with Arc Cardinal’s brand Arcoroc® to create an exclusive barware collection for the global foodservice brand.

In a time when the hospitality industry has undergone many changes, Adams believes it was time the tools also changed to keep pace.

“Your tools play a key part in your ability to make efficient and consistent drinks. If the drinks are not consistently well made due to poor tools, patrons will not return, and they might even tell people negative feedback. This will result in the bar losing revenue.

“It’s a trickle-down effect; bad tools can lead to unhappy guests, which results in loss of business,” says Adams. “For the most part, people make judgment calls within 15 seconds of walking in the bar, so if they do not see quality bar tools, they will immediately think you do not have a good beverage program.”

The collaboration, called the Mix Collection, launches with an array of tools designed for speed and accuracy that can withstand the rigor of high-volume restaurants and bars while still focusing on the craft.

The selection of metal barware essentials includes the Arcoroc® Hawthorne Strainer, Arcoroc® Fine Mesh Strainer, Arcoroc® Julep Strainer, Arcoroc® Tweezer, Arcoroc® Tongs, and more.

When designing the tools, Adams aimed to address the challenges bartenders face behind the bar through a series of small, detailed changes that make a big difference.

“As someone who has worked behind numerous bars and established cocktail programs across the globe for both Marriott brands and Ellis Adams Group concepts, I know how crucial well-made, durable bar tools are,” said Adams, in a press release.

Adams added a notch to the julep strainer so that it fits perfectly on a Yarai mixing glass and makes it easier to strain.

“Additionally, we changed the jigger, so it is now singlesided with an indented foot for ease of use, allowing for one hand pouring. We also made the cylinder clear silicon, so bartenders can view the liquid for quick pours,” says Adams.

“The knife (pictured) is larger and now it comes with a sharpener, allowing it to be used for a longer time. This version is longer than a standard paring knife, so bartenders can cut straight through a grapefruit as opposed to switching positions halfway through.

“The Hawthorne Strainer now has a longer coil, allowing for a snug fit for easier straining. This also keeps it from getting loose and popping off.”

Pieces of the collection are currently available for purchase. A set including a carrying bag along with the full collection of tools will be available next year.

“It is such a huge deal and honor to me to have the opportunity to do this,” concludes Adams. “It has given me the chance to help my peers and give back to the industry.”

Take A Sip OF BAR BUSINESS MAGAZINE'S E-NEWSLETTER

On the go, and even at the beach!

SUBSCRIBE NOW AT BARBIZMAG.COM/NEWSLETTER @BARBIZMAG

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

cardinalfoodservice.com/brands/arcoroc/mix barbizmag.com

August 2018 NewsletterAd_BarBiz_1-4Page.indd 1

Bar Business Magazine

9

5/8/17 12:25 PM

Let’s talk

Behind The Bar: Punches

Serve a crowd with this favorite that dates back to the 17th century.

BY Phil Gendreau & Jeff Mikolazyk 10

Bar Business Magazine

N

ow that summer is in full swing, along with that comes party season.

What better way to quench the thirst of the masses than with a delicious and refreshing punch?

This drink goes back all the way to the early 17th century when it was brought to England from India by sailors and employees of the British East India Company. Sailors were accomplished drinkers who mainly drank beer, but as they sailed to the warmer climates of India, the beer would become rancid. So they made due with what was available locally,

which was rum, citrus, and spices. The drink soon became a staple at parties, spread all over Europe, and eventually even reached as far as the American Colonies.

Massive punch bowls were used at gatherings during the summer months. Wide, deep, and usually with a ladle, the punch bowl has been a part of households since the 1600’s.

While the popularity of punch has gone up and down over the years, it will always be welcome at our home and bars.

This past June, we had the honor of being the keynote speakers at the CraveRI event, which is held every year

August 2018 barbizmag.com

Photo: Shutterstock/ Africa Studio

Punches

PLEASE DON’T TOUCH. THE BAR, RESTAURANTS & NIGHTCLUB INDUSTRY POS SYSTEM

Speed. Control. Profit.

82 Saint Paul Street Floor 1 Rochester, New York 14604-1311

Phone: (888) 756-7994 Ext 1 Email: Info@2TouchPOS.com

www.2touchpos.com

Behind The Bar: Punches

Large-format drinks like punches are a great way to serve a big crowd.

A classic punch recipe includes strong, weak, sour, sweet, and bitter components.

12

Bar Business Magazine

in Providence, RI. It is a huge event where restaurants, bars, farms, and people all gather together to celebrate what makes our state great.

When we were deciding what cocktails we would feature, an obvious choice was to make a punch. I always like to challenge people to come out of their comfort zone a bit, and so we decided to go with a gin-based punch, which would give people an entryway into gin and would make it much more palatable for them.

We infused the gin with some passionfruit tea, added some lemon juice, a rich basil simple syrup, Aperol (an Italian bitter liqueur made from an infusion of selected herbs and roots), as well as a locally made sparkling white wine similar to Prosecco.

The results were everything that we had hoped for, and they ticked off all of the boxes of a classic punch recipe.

Those components are strong, weak, sour, sweet, and bitter.

The strong in this case would be the passionfruit tea-infused gin.

The weak is the Aperol, which also helps cover the bitter. Sour is from the fresh-pressed lemon juice. The sweetness comes from the rich basil simple syrup and sparkling white wine.

The feedback that we received was tremendous. People who swore they would never drink gin were asking for the recipe and technique so that they

could make it at home or for their next party. Also, people who were gin drinkers were able to appreciate the subtle flavors of the punch. Check out our recipe for yourself on the next page, which will fill one standard size punch bowl.

To give you options, we figured we should also bring in some experts in the art of punch making, and there is no better place to go to than our friends over at Punch House in Chicago, Illinois. Located in the basement of historic Thalia Hall on W. 18th Street, they have been cranking out rifts on classic punches for some time now. Founder Will Duncan definitely has his staff focused on the five tenants of a good punch, and they skillfully incorporate each of those elements into the venue’s cocktail menu.

Punch House has a mid-century modern, wood-paneled aesthetic that is accented by retro pendant lamps and furniture out of a 1960’s finished basement.

Will was kind enough to send us over one of his favorite punch recipes currently being featured on their menu. Space Juice is a delightful blend of Blanco Tequila, Luxardo bitter liqueur, sparkling wine, black pepper tea, fresh grapefruit juice, and sage for an aromatic garnish. This recipe was influenced by some of the opening staff of Punch House and refined

August 2018 barbizmag.com

Photo: Shutterstock/ nd3000.

Punch dates all the way back to the 17th Century.

Behind The Bar: Punches and mastered by Will.

Punch House will usually make this punch on a very large scale for hundreds of patrons at a time, but to make it at home for you and some friends, grab a punch bowl and follow their recipe guide.

Phil Gendreau & Jeff Mikolazyk own and operate Seed & Sip, a farm-to-glass mobile bartending company based out of Rhode Island. They have operated and created cocktail menus for bars and restaurants in Providence, Boston, and Cape Cod. Seed & Sip is now their focus, and they use locally sourced ingredients from New England farms to create juices, syrups, and infusions for specialty cocktails. While using local breweries, wineries, and distilleries, they try to bring the freshest approach to any type of event. Follow them on Instagram @seedandsip. For inquiries, visit seedandsip.com or email them at phil@seedandsip.com.

Gin Punch

Space Juice

1 750ml bottle of passionfruit-infused gin 8 oz rich basil simple 8 oz lemon juice 5 oz of Aperol 1 bottle sparkling white wine or Prosecco

10 lemons 3 oz sugar Black pepper tea 8 oz tequila 4 oz Luxardo Bitter 1 bottle sparkling wine 2 cups grapefruit juice

To infuse the gin, take one bottle of gin, pour into a 32-ounce mason jar, and put in three bags of passionfruit tea. Let infuse for one to three hours. I like to taste every hour until I get the desired flavor. Remove tea bags after infusion is done. For the rich basil simple syrup (1 quart), put 18 ounces of sugar in a saucepan and top with 12 ounces of water. Stir over medium heat until sugar has melted being careful not to let the pan come to a boil.

Remove pan from heat and add five or six basil leaves. Let steep for two hours. Strain out basil leaves. Combine all ingredients in a punch bowl, stir to combine, and ice to chill punch.

Peel the rinds from four lemons and combine with 3 ounces of sugar in a punch bowl, muddle together, and set aside. (This is the build of a classic oleo saccharum, which is putting citrus fruit rinds into sugar. It pulls the oils from the rinds, giving a rich flavor to the sugar.) To make the black pepper tea, combine 4 ounces of hot water with 1 tablespoon of black peppercorns.

Steep for 15 minutes. Combine tea with the oleo saccharum and the juice of six limes (fine strain the lime juice to remove pulp). Add the tequila, Luxardo, sparkling wine, and grapefruit juice.

Whisk together and ice to chill punch. Garnish with fresh sage leaves.

Phil Gendreau & Jeff Mikolazyk

Will Duncan, Punch House, Chicago

BUILT BY BARTENDERS FOR BARTENDERS • Built with lightweight and durable aircraft aluminum • Folds to 5 Inches wide for storage and transport • Easy interchangeable bar panels • A variety of interchangeable bar top options • LED lighting …waterproof and rechargeable • No tools required • American Made Since 2005!

ULTIMATE BARS www.ultimatebars.com (714) 849-1340

UltimateBar_HalfPageAd_Final_Black.indd 1

barbizmag.com

August 2018

4/5/18 12:11 PM

Bar Business Magazine

13

Happenings September 2018

September 18 National Cheeseburger Day Wind down cookout season with a few burger specials.

September 22 Hobbit Day This one’s for the Tolkien fans.

Tip back a pint of ale in honor of the hobbits.

1

September 1 California Wine Month Celebrate California’s vintners and growers with specials on California wines. Then check out our feature story on the California-centric 1849 Wine Company on page 30.

There are plenty of industry titles to choose from today, but may we suggest the newly released Drinking Like Ladies? You may even find a recipe or two to try out.

14

Bar Business Magazine

September 29 National Mocha Day Invite your guests to indulge with cocktails that make use of mocha liqueurs.

August 2018 barbizmag.com

All Photos: Shutterstock.com.

September 6 Read a Book Day

Happenings

Upcoming

September 12 National Video Games Day

EVENTS

Hook up a gaming system or two to your TVs and host a tournament.

Mario Kart is always a crowd-pleaser.

September Florida Restaurant & Lodging Show September 6-8, 2018 Orlando, FL

www.flrestaurantandlodgingshow. com/

September 13 National Peanut Day Line the bar with bowls and keep your patrons thirsty. Then turn to page 8 and find out how you can start profiting from selling snacks.

Paris of the Plains Cocktail Festival September 6-9, 2018 Kansas City, MO popfestkc.com

October Nashville Whiskey Fest

20

September 20 National Pepperoni Pizza Day Is pizza on your bar menu?

Get out the ‘roni.

October 6, 2018 Nashville, TN

nashvillewhiskeyfestival.com

Great American Beer Festival October 20-22, 2018 Denver, CO

greatamericanbeerfestival.com

Portland Cocktail Week

October 21-25, 2018 Portland, OR portlandcocktailweek.com

September 20 National Punch Day Serve a crowd with a punch special. Looking for recipe ideas?

Check out Behind the Bar on this very subject on page 10.

barbizmag.com

August 2018

Bar Business Magazine

15

How To: Name

How To Menus go back to the basics this fall.

Reliable “Fall� Backs 16

Bar Business Magazine

By Ashley Bray March 2017 barbizmag.com

Photos: (left) Ron Barceló; (right) Ron Barceló & HEINEKEN USA.

A

How To: Seasonal Cocktails

change in the leaves, a chill in the air, and shorter days all signal the return of fall. This season, mixologists and brand ambassadors also predict a return to the basics on fall cocktail menus. “We’re seeing a return to classics, with cocktails that are full of flavor but use a limited number of ingredients to really let each and every ingredient shine,” says Tim Heuisler, American Whiskey Ambassador from Beam Suntory.

Mixologist Ricardo Astudillo Carrion agrees. “Less is more. New drinks are back to basics,” he says. “Five years ago, bar culture was about making cocktails with six to seven ingredients. I envision a return back to three to four melded flavors like cinnamon and nutmeg that have always proven to be fall favorites.”

Carrion also turns to ingredients like

vermouth, the “new crowd favorite” mezcal, and banana for infusions and syrups during the fall months.

Reggie Gustave, Strongbow Brand Manager, predicts the fruits of the fall harvest will be trending on fall menus, as well. “Fresh ingredients like apples, berries, and mint alongside comforting flavors like ginger and cinnamon [will be popular in fall cocktails],” he says, also citing Strongbow’s line of ciders as a great go-to for the season.

Fall is also the time when brown spirits shine. “Fall is usually considered one of the best seasons to enjoy cocktails featuring brown spirits, especially those that use bourbon or rye since the bolder and spicier flavors tend to mingle nicely with other flavors of the season, like cinnamon and clove, honey, maple, and more,” says Heuisler.

“Always make sure you’re highlighting

the bourbon or rye you’re using when pairing with other ingredients so that it’s nose, flavor, and mouthfeel can still shine through. And don’t be afraid to keep the recipe simple and think outside of the box or bring a different flavor profile or texture into the mix.”

After all, unique concoctions and unlikely pairings can make for great, eye-catching cocktails. “2018 is the year of Instagrammable cocktails and reinvented classic recipes,” says Gustave.

“We see lots of fan favorite cocktails coming back in creative ways that are too irresistible to keep to yourself, so why not share it with your friends on social media?”

We’ve put together a list of some fall recipes below to provide you with inspiration as you build your own fall menus—just be sure to Instagram your creations!

Knob Creek® Ginger-Lime Rye

Strongbow Rosé Tequila Spritzer

Knob Creek® Havemeyer

2 parts Knob Creek® Straight Rye Whiskey 1 part fresh-squeezed ginger juice ½ part fresh-squeezed lime juice 1 part simple syrup Club soda to fill Lime slice

6 oz Strongbow Rosé 1 oz Tequila ½ oz Honey Syrup ½ oz Rosewater Splash of Club Soda Sprig of Mint

2 parts Knob Creek® Rye ¾ parts espresso ¾ parts amaro 1 heaping bar spoon of orange marmalade Flamed orange twist

To make honey syrup, combine equal parts water and honey over the stove until the honey is a pourable consistency. Combine tequila, honey syrup, and rosewater in a mixing glass filled with ice. Add Strongbow Rosé and stir. Pour contents into a chilled glass filled with fresh ice, top with splash of club soda, and garnish with mint sprig.

Combine all ingredients in a cocktail shaker. Shake and strain over rocks.

Garnish with a flamed orange twist.

Combine all ingredients, excluding club soda, into highball glass. Add ice and stir. Top glass with club soda. Garnish with slice of lime.

Jason Baker, NYC-based Food & Travel Influencer

barbizmag.com

Kai Parrott-Wolfe, Brooklyn, NY

August 2018

Bar Business Magazine

17

How To: Seasonal Cocktails

Don’t Fall on Me

Smashing Pumpkins

Monkey Lala

2 oz Barceló Gran Añejo 1 oz jager 1.5 oz orgeat syrup

1.5 oz Barceló Añejo 1 oz all spice ½ oz pumpkin puree

2 oz Barceló Gran Añejo ¾ oz creme de banana ¼ oz banana syrup

Combine ingredients in shaker and pour into a coupe glass.

Garnish with pumpkin seeds.

Combine all ingredients and serve in a short wine glass. Garnish with a sprinkle of nutmeg.

Combine all ingredients and serve in rocks or coupe glass. Garnish with a cinnamon stick.

Ricardo Astudillo Carrion

Ricardo Astudillo Carrion

Ricardo Astudillo Carrion

Stream live TV to your phone.

Audio Everywhere, from Listen Technologies makes it simple and affordable to give your patrons the ultimate experience on game day.

With easy set-up and no other equipment to manage, your guests can now easily stream real time TV audio channels directly to their smartphones, so they never have to miss a play.

Visit www.audioeverywhere.com/hospitality-venues/ Or call: 1.877.760.9271

18

Bar Business Magazine

Audio EVERYWHERE

August 2018 barbizmag.com

Photos: Ron Barceló.

WHY ONLY LISTEN TO ONE TV WHEN YOU CAN CHOOSE?

FLŌH Chart SUMMER COCKTAILS

FALL COCKTAILS

FLŌH Pop

Fireside FLŌH

1.5 oz FLŌH Vodka .5 oz Maraschino Syrup 1.5 oz Pineapple Juice .25 oz Blue Curaçao

1.5 oz FLŌH Vodka 1 oz Don Ciccio & Figli Concerto .5 oz Godiva .25 oz Menthe 5 dashes Black Walnut Bitters

In a Pilsner glass, add ice and maraschino syrup. In a shaker, add FLŌH Vodka and pineapple juice. Shake and strain into glass. Using a spoon, pour blue curaçao slowly over ice to add a float. Top with mixed berries.

Add all ingredients to shaker. Shake vigorously. Strain into coupe glass. Garnish with three expresso beans.

Brandon Mcyntire - Johnny J’s Pub & Grille Strongsville

Tinnie Hascher - Dante Restaurant Group

Pama Punch 1.5 oz FLŌH Vodka .5 oz PAMA Liqueur .5 oz Lime Juice Splash of Cranberry

20

Through a combination of superior taste, quality, and luxury, FLŌH is changing the way people see vodka. Challenge perceptions year-round with these unique recipes.

Apple Cinnamon Twist 1 oz FLŌH Vodka .5 oz Lemon Juice .5 oz Honey Simple Syrup 2 Dashes Baked Apple Bitters Splash Apple Juice

In a shaker, add all ingredients and shake. Add sugar to the rim of the glass. Strain over ice in a rocks glass. Garnish with lime twist.

Add all ingredients to shaker. Shake vigorously. Strain into martini glass. Garnish with a dash of cinnamon.

Angie Franklin - B Stone Bar & Grill

Jaisyn Jackson - L’Albatros Brasserie,

Bar Business Magazine

Zack Bruell Restaurant Group

August 2018 barbizmag.com

Recipes

WINTER COCKTAILS

SPRING COCKTAILS

Polar Nightcap

Paradise FLŌH

1 oz FLŌH Vodka 1 oz Shipwreck Coconut Rum Cream .5 oz Amaro Vino .5 oz All Spice Dram .5 oz Godiva Chocolate Liqueur

2 oz. FLŌH Pink Grapefruit Dragon Fruit Vodka .5 oz Giffard Crème de Framboise 1 oz Lychee Purée .5 oz Oleo Saccharum Top with Sparkling Sake

Add all ingredients to shaker. Shake vigorously. Strain into coffee mug. Top with whipped cream and sprinkle shaved coconut and fresh nutmeg over whipped cream.

Add all ingredients to shaker except sake. Shake vigorously. Strain into Collins glass. Top with sake. Garnish with edible orchid.

Kelsey Gilroy - McNulty’s Bier Markt

Winter Solstice

FLŌH in One

.75 oz FLŌH Vodka .75 oz Dry Curaçao .75 oz Branca Menta .75 oz Cold Brew Coffee .25 oz Heavy Cream 1 Egg White

1.5 oz FLŌH Pink Grapefruit Dragon Fruit Vodka 1 oz Strawberry Purée .5 oz Lemon Juice .25 oz Luxardo Maraschino Liqueur Balsamic Vinegar Float

Add all ingredients to shaker. Dry shake. Add ice and re-shake.

Strain into coupe glass. Garnish with shaved chocolate.

Aaron Howard - Griffin Cider House barbizmag.com

Tinnie Hascher - Dante Restaurant Group

Add all ingredients to shaker except balsamic. Shake vigorously. Strain over ice into a snifter. Top with a balsamic float. Garnish with three Luxardo cherries.

Alec Sands - Parallax Restaurant Lounge Tremont, Zack Bruell Restaurant Group August 2018

Bar Business Magazine

21

How To

How To: CBD/THC

Cannabis & Cocktails Collide A primer on the use of cannabis products in bars and nightclubs.

T

he US legal recreation and medical cannabis market is worth billions of dollars, and its growth is projected to continue as legalization picks up pace. With this explosive growth, it should come as no surprise that cannabis has started to creep into our industry with products aimed at bars and nightclubs for sale, on display at tradeshows, and already in use in establishments across the country.

Pro Tip Bars looking to bring in CBD products should check their state regulations and comply with them.

22

Bar Business Magazine

“I think it’s something that’s new, and I feel like the beverage/bar industry is always clamoring for something new,” says Victoria Pustynsky, CEO of Aurora Elixirs, which produces CBD hemp elixirs.

“They’re hungry for experimentation.”

This article will focus on just one of the many compounds, or cannabinoids, found in the cannabis plant: cannabidiol (CBD). Mixing the cannabinoid Tetrahydrocannabinol (THC) with alcohol is not recommended given its psychoactive effects on the mind.

CBD is one of the most prevalent chemical compounds found in the cannabis plant. Most CBD is derived from hemp, a cannabis plant with such low amounts of THC that it has no psychoactive properties. Companies that sell CBD products are careful not to make medical claims, but it has a range of therapeutic effects, which can include a reduction in stress, anxiety,

inflammation, and pain.

Due to CBD’s ability to take the edge off, it can fit well in the social setting of a bar. “I like to say that it rounds the edges. It creates a more balanced effect,” says Pustynsky. “It helps to ease that transition from your day into your evening.”

Bars and nightclubs are serving as a means to transition cannabis from taboo to typical. “CBD is a great way to enter the category safely,” says Pustynsky. “It’s conventional, but it’s reintroducing this whole group of consumers who may have strayed from that category and bringing them back in in a familiar setting.

“I think the general consumer perception of cannabis-derived product has changed so dramatically over the past couple of years. People are so much more receptive to it.”

A Lesson in Legality Consumer perception may have

August 2018 barbizmag.com

Photo: Shutterstock/ ElRoi.

By Ashley Bray

How To: CBD/THC

1.5 oz Burning Chair Bourbon 3 drops CBD Oil extract ½ oz Blue agave nectar 3 dashes Bittermans’ Hopped Grapefruit Bitters

Add all ingredients in mixing glass and stir until properly chilled with ice. Strain neat into a martini glass and garnish with a grapefruit twist.

Jared Bailey, Cocktail Lifestyle Expert

Netherlands & Chill 1 oz Old Simon Rutte Genever 1 oz Stolen Smoked Rum 3 drops CBD oil extract ½ oz Blue agave nectar ½ oz Fresh lime juice 2 drops Angostura Bitters

Add all ingredients into a shaker and shake aggressively. Strain neat into a rocks glass over big ice cube. Garnish with a spiked lime wheel.

Jared Bailey, Cocktail Lifestyle Expert 24

Bar Business Magazine

be legalized, the WSWA calls on the federal government to respect the right of states to legalize cannabis if they adopt cannabis market regulations that meet a framework similar to that governing beverage alcohol.

“Our industry has had a track record, since the repeal of Prohibition, of having a safe and effective marketplace, and we’ve learned a lot of lessons in those 85 years,” says Dawson Hobbes, Acting Executive Vice President, WSWA. “What we’re saying is let’s go to the cannabis space and give the same lessons of effective regulation to that industry.”

The WSWA is careful to clarify that they are not advocating that any individual state should legalize cannabis. “What we’re saying is there should be a pathway for states to have that right to do so if they have effective regulation,” says Hobbes. “It’s going to start in Congress, and we’ll work with members of Congress to advocate that they give states a pathway to legalization. But a pathway that has guardrails of effective regulation.”

The bottom line for bars looking to bring in CBD products is to check their state regulations and comply with them.

Take Your Pick Despite any confusion on the legislative side, many CBD products are coming to market and bartenders are experimenting with them in cocktails.

Aurora Elixirs launched in June of this year and currently includes two hemp CBD elixirs: Lavender Spice consisting of lavender, coriander, and citrus peel blended for a complex floral nose and a calming, yet arousing effect; and Grapefruit Rosemary, which has piney and botanical aromas layered with a strong burst of clean citrus for an uplifting and invigorating blend. More flavors will be rolled out in the future.

“We were particular about the ingredients that we used, and the aromatics that we selected were all flavors and aromas that are naturally occurring in cannabis,” explains Pustynsky. “All of the citrus fruits, spices, and herbs are complements to

August 2018 barbizmag.com

Photos (this page): Margaret Pattillo.

Quality Burn

changed, but legislation still has some catching up to do. The question of the legality of CBD at press time has a murky, convoluted answer.

On the federal level, the Drug Enforcement Agency ruled as recently as April 30 that CBD and hemp are illegal and considered Schedule 1 controlled substances.

Still, many point to the 2014 Farm Bill, which asserts that it is legal to grow hemp for research purposes under programs connected to institutions of higher education or a state department of agriculture.

Companies assert that if CBD is derived from this research hemp, it is legal. However, the bill doesn’t necessarily allow for the selling of that hemp or CBD derived from it.

On the state level, recreational and medical marijuana has been legalized in a number of states. Even more states—40 at press time—have enacted hemp bills to take advantage of hemp research. But things can change quickly, as they did in Michigan in May when the Department of Licensing and Regulatory Affairs and the Bureau of Medical Marihuana Regulation deemed all CBD, even hemp-derived CBD, subject to marijuana regulations—meaning you needed a medical marijuana card to even possess it.

Tides are starting to turn, however, as more and more organizations and legislators are getting on board with legalization. Michigan will vote on legalizing recreational marijuana this fall. The World Health Organization recommended that CBD not be internationally scheduled as a controlled substance as it does not appear to be harmful. And Senate Majority Leader Mitch McConnell has introduced the Hemp Farming Act of 2018, which would remove hemp from Schedule 1 controlled substances and legalize its production nationally.

Within our industry, the Wine & Spirits Wholesalers of America (WSWA) issued an official policy position in favor of a state’s right to establish a legal, well-regulated, adultuse cannabis marketplace. In states where cannabis is or will subsequently

How To: CBD/THC

Aurora Elixirs launched in June and currently offers two hemp CBD elixirs: Lavender Spice (pictured) and Grapefruit Rosemary.

Photo: Aurora Elixirs.

the active ingredients. We also tried specifically not to mask the flavor and aroma of the active ingredient.”

Pustynsky also sought to enhance the terpenes found in cannabis—essential oils responsible for the aroma that also may help to bolster the effects of CBD—by using ingredients that are also high in terpenes, like coriander, citrus peel, lavender, and rosemary.

Each 200 ml bottle contains 15mg of CBD. “We deliberately chose that size so that it’s a single serving. And it’s only 15mg, which isn’t a lot in the spectrum of what a single serving of CBD could be,” says Pustynsky. “For people who do want a higher dose of CBD, or who aren’t using the full bottle for a cocktail, we’re developing a companion water-soluble tincture that will have complementary flavors to our drinks.”

Scott Leshman, Founder & CEO of Cannabinoid Creations, a producer and distributor of a diverse range of CBD products, says his company’s hemp CBD water, beverage enhancer, and five different flavors of soda (ginger ale, orange cream, grape limeade, high tide honeydew melon, and cartoon cereal crunch) are all great fits for a bar or nightclub. “It’s an additional revenue stream for bars and nightclubs,” he says. “CBD also offers consumers the ability to chill and relax, so they will stay longer and purchase more.”

Cannabinoid Creations has been making CBD products for over 12 years and ships across the US. “We take over two years in developing our products before bringing them to market,” says Leshman, who also notes the products are 100% bioavailable, meaning the body uptakes or absorbs every milligram of CBD.

Jared Bailey, Cocktail Lifestyle Expert, approaches CBD as he would any other ingredient in a cocktail. “Once the f lavor profile is recognized, it’s then my priority to make that blend in (and work with) the other ingredients in the recipe,” he says. “I’ve personally sourced [CBD] oil in multiple places ranging from local smoke shops to Amazon.com.”

Some bar owners even offer CBD products like elixirs or sodas as standalone products on their menus.

“We primarily developed flavors that we thought would taste great on their own too,” says Pustynsky. “So even though the concept of mixability was always in the back of our mind, we were certainly looking for a product that you could consume on its own.”

Leshman agrees. “It’s a great non-alcoholic option,” he says, noting this is especially true for afterhours venues. “It gives them something else that they have the ability to sell that’s going to keep people there, that’s going to keep them relaxed, that’s going to help them from being hungover the following day from the alcohol they consumed prior to cutoff.”

As with any new addition to your bar menu, be sure that your bar staff is educated on the CBD products you bring in-house. It’s important that your employees are able to answer any and all questions your guests may have about this new frontier in cocktail culture.

Mix It Up When using CBD, Pustynsky recommends bartenders start off small. “I think especially if you’re mixing with alcohol, it’s better to start with small amounts,” she says. “I think 15mg is a great way to start.”

Pustynsky also notes that Aurora Elixirs mix well with gin or in Collins-style cocktails with lemon juice and a spirit of choice. barbizmag.com

August 2018

Bar Business Magazine

25

Tuning Up

How To: SOCIAL MEDIA

HOW TO

It’s Not Your Father’s Social Media

T

By Erik Shellenberger

echnology moves faster than ever before and social media probably evolves quicker than almost anything affecting the bar and restaurant industry online. What worked yesterday doesn’t necessarily work today. The days of open, organic, free social media reach are a thing of the past.

26

Bar Business Magazine

For the purposes of marketing a bar or restaurant, the only two relevant platforms these days are Facebook and Instagram. In my research, Twitter accounts for about .07% of the people who use social media to find a bar or restaurant online. We’ll limit this article to these two platforms for this reason.

Back in the day, if we had 5000 followers on Facebook, that meant our posts could potentially reach all 5000 people. This was the Holy Grail of marketing reach even though we really didn’t realize it at the time. When Facebook went public, they now had to answer to a Board of Directors and profits were expected to increase month

August 2018 barbizmag.com

Photo: Shutterstock/ Jose Luis Carrascosa.

Why traditional methods of social media marketing no longer work.

over month. This meant they had to quit giving away for free what businesses were willing to pay for. Over the years, they choked down your bar or restaurant’s free reach to almost zero.

All in the name of profits.

But hey, Facebook is a business. We all would probably have done the same thing if given the opportunity. We’re all capitalists at heart. This was a good thing for several reasons.

Not only could Facebook keep their Board happy, but as with every successful marketing platform, the spammers quickly came in and ruined everything. Most bars put little-to-no thought into what they post on social media and since it was free, the endusers all got bombarded with crappy cell phone images and burgers that looked more like dog food than beef. This horrible branding technique became the norm. The bar was set at an all-time low in about 2015-2017.

This made the overall user experience decline. Facebook employs the smartest guys in the world and they didn’t want to become the next MySpace. They adapted to this by demanding pay for increased social media reach. These days, your free reach will hit about 1% of your followers. Think about that when you assign a piece of your marketing budget to social media. Do your math.

Here is an example I wrote about in an upcoming book I’m publishing on this exact subject: 28

Bar Business Magazine

Let’s take a restaurant with roughly 5000 Facebook followers and 5000 Instagram followers to keep nice, round numbers. A percentage of them are going to be the same person following this restaurant on both platforms, let’s say a conservative 20%.

When you remove the double-dipping

Be “social” on social media. Interact, don’t dictate.

from one of the platforms, that leaves roughly 9000 followers. In my research, 84% of the public say they would not walk in the door based on a social media approach so that leaves 1440. If we apply the 1% rule of advertising and say that 1% of these people will take action based on this approach, this means that 14 people will potentially walk in the door. Here’s the tricky part. Do we base this on a per post average? The law of diminishing returns will kick in way before this is a reality. Do we base this off of a weekly average? Monthly or annually? Also, the quality of the posts greatly affects

this number. No one will ever really know this number.

Let’s take it a step further. I worked with a social media management company that I recently had contact with who wanted $3500/month to post five times a week for a certain client.

Let’s use the best possible case scenario and assume that their stellar, way above average posts will bring those 14 people in the door per day. Hell, I’ll even throw in the weekends when they aren’t posting. That’s 420 people over the course of a 30-day month. With a perperson average of $15 in the case of this client, that would bring $6300 in additional revenue through the door— not bad!

But the average restaurant’s profit margin is about 3-5% topping out on the high end at 15%. So again let’s use the best-case scenario and say these guys are killing it and are bringing 15% profit to the bottom line. So they keep 15% of that $6300 that the social media company just brought in the door, which is $954.

It just cost you $3500 to make $954!

Unfortunately, social media isn’t really measurable like this. This is not a realistic statistic, but the truth of it is, it’s actually much worse than this.

Social media also isn’t based on bringing someone through your door from every post. It’s about brand recognition and repetition. The fact that it isn’t measurable means it has somehow gotten a pass when calculating marketing budgets. Bars still dump almost 100% of their budget into this without seeing a quantifiable return. Insanity.

The only way to expand your reach on Facebook is to pay for it. Again, I like this change because it forces bar owners to take a closer look at their approach and makes them quit posting nonsense. Once your wallet is on the line, you tend to pay a bit more attention.

By all means, I recommend hiring an expert on paid Facebook ads. Do not try to stumble your way through this or get your server who needs more hours to knock this out. You can throw your money away quickly if it’s not done right.

August 2018 barbizmag.com

Photo: Shutterstock/ sondem.

How To: SOCIAL MEDIA

How To: Social Media I cannot stress this next step enough when it comes to social media—get a professional photoshoot done!

Spend $300-$400 and get some nice, high-res, amazing photos of your building, food, and cocktails. These can be used for websites, TV screens, social media, and pretty much anything when it comes to marketing. Without this step, the rest of your marketing efforts will suffer. I promise you.

Once you have these photos, now you can post on the only remaining social media platform worth using: Instagram. Since Instagram is all visual, you could imagine your ROI if you insist on skipping the professional photoshoot step.

Do not post flyers. Flyers = advertising. Human nature hates to be advertised to. When you quit advertising to people and start providing them with great looking high-res content, this is where you’ll start to see a return. Provide value, don’t advertise. If there was a TV channel devoted to commercials, would you watch it? Would anyone? Be the show, not the commercial.

Customers want to see great looking, professional pictures of your steak, your cocktails, your unique building. They do not want to see your flyer with eight bullet points discussing your happy hour specials along with five lines of contact info. Once you draw their eye in with that awesome-looking signature drink photo, human nature’s curiosity will entice them to click, go to your website, learn more, and look closer without you telling them to. Behavior has evolved, and we need to keep up.

My suggestion as a professional bar/ restaurant marketing expert is to not hire someone to manage your social media. Once you have the professional photoshoot done, the rest is easy. Don’t forget the “social” part of social media either. Don’t use the “spray and pray” method. Pay attention to comments and respond to questions. Interact, don’t dictate.

Finally keep in mind that your social media accounts are a finite, closed audience. They are a fishbowl of people who already know you exist. Paid social media reach can bring people into your barbizmag.com

fishbowl and increase numbers, but it is expensive. You pay Facebook for the reach and the expert to make sure it’s done correctly.

Don’t forget that the entire ocean of consumers lies right outside this fishbowl. This is the audience almost all bar and restaurant owners do not address, which is insane to me. New customers do not use social media to find you. Tourists do not use social media to stumble across a bar they’ve never heard of before.

Google and review sites like Tripadvisor and Yelp are where the ocean of consumers will find you. My advice is to put your money here. Make sure your online presence on these platforms ranks higher and better to your competition. This is where the real ROI lies. If you are in a tourist market, in my humble opinion, social media is as close to worthless as it gets unless you break out the wallet. Our job as marketing experts is to figure out where human nature is steering people and to meet them there—plain and simple.

Since we are meeting less and less people over social media, we must adapt and pivot.

This is not meant to sound negative.

My job as a marketing expert is to bring as many people in the door for the least amount of money. That’s it.

Social media just does not fit this model anymore using traditional methods. I hope this helps, and I wish you all the best.

Erik Shellenberger has been in the restaurant and bar industry since he was 13 years old and worked for his mother in the food and beverage department at a ski resort. Since then, he has held every position from dishwasher to bartender to marketing director and everything in between. With a decade of corporate marketing experience, he has gone from student to teacher and now runs Bar Marketing Basics (barmarketingbasics.com).

He has quickly grown his client base from his hometown of Scottsdale, AZ to across the nation with clients as far away as Caldwell, NJ. His book, Restaurant & Bar Marketing, will be released on Amazon soon.

social media is about brand recognition &

repetition GET A PROFESSIONAL PHOTOSHOOT DONE so you can post

quality photos DO NOT POST FLYERS. PROVIDE VALUE,

don’t advertise August 2018

Bar Business Magazine

29

1849 wine

Liquid

gold

By Ashley Bray

30

Bar Business Magazine

August 2018 barbizmag.com

1849 wine

1849 Wine aims to break tradition, transcend taboos, and change perspectives.

W

mineral rich and perfect for growing grapes, and they are the reason why Napa Valley came to be defined as the wine country it is known as today.

1849 Wine found its name and set out to produce a liquid gold of its own.

Let’s Start at the Beginning Every story worth telling has a beginning, and 1849 Wine’s journey began about four years ago.

“Before you get into the wine business, you have to be methodical, calculating, and do all your due diligence,” explains Zack Levenson, Chief Operating Officer, Stratus Wine & Spirits LLC., the parent company of the 1849 Wine Company portfolio of California wines.

The company spent a few years researching the market and the competition as well as finding their sourcing and supply chains, including #1 grade natural Portuguese corks, 100-micron tin capsules, heavy Italian glass with deep punts, and the most important element—the juice.

With their partners locked in, the company turned to branding. “One common theme kept coming up—a deep connection to California,” says Levenson.

Part of that connection included California’s rich history and the Gold Rush of 1849 and the following years. Many of the people that flocked to California during that time hit it rich, but many more did not.

These people had to find alternative ways to earn a living and they pivoted from treasure hunters to suppliers by opening banks, hardware stores, and tailor shops. Others saw opportunity in the land itself, which was

Presentation is Everything As part of its preliminary research, 1849 Wine looked at how to differentiate themselves on the shelf. “We noticed most companies were using a heavy-gauge paper in eggshell or white, and branding was pretty simple but sophisticated,” says Seth Hersh, Vice President Marketing and Development. “We wanted to be different.

We started to play with contemporary art labels and mocked them up to see how they looked on the bottles.”

1849 Wine liked the colorful look and knew they had found a way to stand out.

The next step was to find an artist to create labels for their five varietals: Iris, Sonoma Coast pinot noir; Au Jus, Monterey County chardonnay; Triumph, Sonoma County red blend; Anonymous, Napa Valley red blend; and Declaration, Napa Valley cabernet sauvignon.

“We were looking for labels that told a story—it couldn’t just be anything. It was important for these wines to have distinct personalities,” says Hersh.

“Color is what’s missing on store shelves, and we weren’t afraid of it.”

In order to stay true to the brand’s California connection, the company sought an authentic Los Angeles artist.

There’s no shortage of Los Angeles artists to choose from, but 1849 Wine chose SABER, a pioneer in contemporary street art. “SABER is authentic to his core, talented beyond measure, and his artwork highly expressive,” says Hersh.

Born in Los Angeles, SABER has been creating art since he was a teenager. He is most famous for creating the world’s largest public work of street art on the concrete bank of the Los Angeles River, which was almost the size of a professional football field and took over 35 nights to complete.

All Photos: 1849 Wine.

ine comes in a number of variants and vintages, but for such a varied beverage, it also has plenty of preconceived viewpoints.

1849 Wine Company looks to change all that with its “Contemporary Art Collection of California Wines,” which gets its label inspiration from the urban art movement of the 21st century. As 1849 Wine sees it, artists and their work have the power to disrupt norms, transcend taboos, and change perspectives, and their goal is to do all three with every handcrafted bottle of their wine.

barbizmag.com

1849 Wine commissioned SABER to create labels that were reflective of the juice inside the wine bottles. They gave SABER, who doesn’t drink, tasting notes for each varietal, and he created labels based on the descriptions.

Some of the wine labels came from pieces of artwork SABER had already created, and in those cases, 1849 Wine asked the artist if he felt the artwork fit with the particular wine. “We wanted SABER to reinforce our label choice and validate the decision,” explains Hersh, who also notes that some of the original pieces hang in the 1849 Wine offices.

For Au Jus, SABER created a yellow, drippy, unctuous looking label to reflect the creamy, buttery texture of the chardonnay. “You take a look at it, and you know what the wine inside is going to taste like,” says Hersh.

The label for 1849 Wine’s Napa Valley red blend, a multifaceted cabernet sauvignon-based blend, inspired the final name for the wine. “We only named it Anonymous after we saw the artwork of an artist painting facing a wall,” says Hersh.

“The work has vibrant color, it’s bold, a little bit erratic—almost like a poetic chaos. There’s harmony and beauty to it.”

The label for Iris features SABER’s “Tool of Dissent,” an interlocked rainbowcolored script, which reflects the cornucopia of flavors in this pinot noir.

Declaration is decked out in black script from the Declaration of Independence on a red and white background to represent

August 2018

Bar Business Magazine

31

1849 wine

Production of the label for Iris.

this commanding and assertive cabernet. Triumph’s label reflects the wine’s melting pot of flavors and its embodiment of the American philosophy that the whole is greater than the sum of its parts with SABER’s artwork on an American flag.

The labels also turn the bottle itself into a work of art. “The wine inside the bottle is the work of art that steals the show,” says Hersh. “But if commissioning an original SABER piece is out of your budget, then our collection turns any bar into a masterpiece.”

The contemporary art labels certainly stand out, but 1849 Wine was careful to ensure that this distinct branding spoke for the

higher-end wine the company produces. 1849 Wine’s focus on providing a luxurious experience through its heavier bottle, tin capsules, and #1 grade natural Portuguese corks also contributes to the higher-end branding. “When you hold the bottle you can already feel the difference, the wine tastes better before you’ve even had a sip,” says Hersh. “It’s all about the experience.”

That experience translates into the on-premise world as well, where the bottles make a bold statement on the back bar.

“Bar and restaurant owners put our wines out on their bar.

These are bottles you want your patrons to see,” says Hersh.

“They’re a beautiful collection.”

The labels also help to foster conversation at the bar. “The labels are drawing so much attention on the back bar,” says Stuart Gray, Vice President of Sales. “It starts a conversation between the staff and the consumer, and that engagement is leading to more sales and also engagement with the consumer.

The owners and the operators are saying we’re actually talking a lot more with our customers, and we have a lot of people coming in that we now know on a first-name basis.”

1849 Wine is also offering a number of programs for on-premise accounts including waiving the broken case charge on the higher-end bottles (like Triumph and Declaration) so that bars don’t have to bring in a large amount of inventory.

They’re also running staff sales incentive programs, getting involved with events like happy hours, and bringing in brand ambassadors to educate the staff and consumers on 1849 Wine.

“We’re really trying to be involved and partner with the accounts to come in and tell our story,” says Gray. “It’s going to help bars and their staff because they’re going to sell more wine, and everyone gets to be winners out of the deal.”

Take it From the Source “It always comes back to the quality of the juice inside the bottle,” says Gray.

And 1849 Wine was deliberate in choosing the juice they sourced from Monterey County, Sonoma County, and Napa Valley—all from California, of course. “If you’re going to do anything, do it the best you can. We started by sourcing the best grapes from the best regions,” says Gray. “We started off with a pinot noir, and Sonoma Coast is arguably the best region for pinot. Monterey County is one of the best locations to grow chardonnay. Napa Valley is home to the most premiere grapes in the world, and so we produced a Napa Valley red blend and a Napa Valley cabernet sauvignon.”

The wine is not mass-produced, and the limited production adds a bit of exclusivity to the brand as well as control. “It’s the winemaker’s job to make sure there’s consistency across vintages—that there’s a consistency in flavor profile,” says Gray. “There’s lots of ways to make wine. Style is important.

But ultimately it has to taste great.”

All of 1849 Wine’s can be enjoyed immediately, and taking decanting out of the equation makes a bartender or waiter’s job easier. Not to mention, pouring straight from the bottle allows the guest to take in the packaging.

1849 Wine is available nationwide. New varietals may be coming, but for now the company offers its collection of five wines for all to admire—both visually and on the palate.

32

Bar Business Magazine

August 2018 barbizmag.com

Your Answer To Sangria On Tap What makes Jam’N Sangria so popular for restaurants? Simply put, this “Garnish and Go” sangria is a finished product and can be served right over ice with a simple fruit garnish! No more time consuming recipes, Just one consistent JAM’N sangria that can be dispensed through any pre-existing tap system or even through a soda gun!

Jam’N Sangria comes in two flavor profiles, a Red Sangria - Simply delicious and refreshing this ruby red sangria is filled with aromas of fresh berry and citrus fruits! A juicy entry leads to a fruity, medium body of strawberry, apple, and orange flavors with a crisp clean finish! AND a White Sangria - Infused with fragrances of Peaches and Pears. A perfect balance of fruits with a crisp, yet sweet finish! Bottle format coming spring 2018

ONE WAY DISPOSABLE KEG CONVENIENCE

More Wine, Less Waste

No Corkscrew Needed

Reduce Storage Space

Always Fresh.

Always Consistent.

More Choice Of Wine

100% Recyclable

Increased Revenue

Also Available: Hamptons Rosè Tasting Notes: Bright pink in color. The bouquet is characterized by red fruits. In the mouth a lively citrus and grapefruit give it an extra lift.

Food Pairing: Pairs perfectly with duck confit, lobster roll, and oysters.

#vinetotap #cwdistributing #jamnsangria

www.cwdistributing.com For Inquiry’s Please Email orders@cwdistributing.com

craft craze

the

Declaration of

Independents For small brands, their size and limited runs are their biggest selling points.

By Elyse Glickman

T

he revolution will not be televised. In fact, it is finding its way into bars with increasingly selective clienteles around the country. And selective doesn’t mean snooty. From neighborhood pubs and dive bars to craft cocktail-focused lounges and hotel bars, many of today’s customers are looking for something that is not a household name.

Independent craft distilleries and brewers have responded to that call to make great finds that also have interesting stories behind them. In some cases, they anticipated that call years before corporate brands realized they were being given a run for their money that not even the most clever on-premise promotions and merchandise could slow down.

“Millennials want to expand their buying power and their tastes and are moving towards learning more about what they are buying,” observes Jesse Cortez, Brand Director and Mixologist at Durham, North Carolina-based Bedlam Vodka.

“They want brands delivering products better than what their parents drank and that are more relatable and authentic.”

barbizmag.com

craft craze Tim Timbs, Senior Vice President of B.S. (“Brewery Stuff”), at Unlawful Assembly Brewing Company (UABC), agrees, noting beer drinkers at large are looking for more innovation and taste.

“We see our role as a craft brewery as inspiring and creating conversation,” he says. “When you try our beer, we want you to be impressed with its quality from the very first taste. We also want to challenge consumers to broaden their horizons.”

The Little Brands That Did Although UABC is based in Texas, where bigger often means better, Timbs says that its status as a small brewer with a small distribution footprint is one of the biggest things going for it. In their case, it is all about organic growth and not flooding the market as well as supporting businesses and causes in their community.

Jim Mills, Head Brewer at Caldera Brewing Company in Ashland, Oregon, agrees as a founder of the first microbrewer on the West Coast to can its own beers in 2005. It was a time when global branded beers were prominent, and everybody thought he was crazy.

“The public wants to support the independents, especially in the Pacific Northwest,” says Mills. “Furthermore, with so many craft breweries that have been bought by big industrial breweries, it can be difficult for the layperson to differentiate a truly independent brewery from a craft brewery. However, independents like us now have a Brewers Association Independent logo on the labels to help the public make the distinction.”

Cortez, meanwhile, points out that just like his craft beer producer brethren, independent spirits producers have made the commitment to helping consumers, bartenders, and bars offer better beverage programs and beverages. It also presents the opportunity for bartenders to convince drinkers to try something new and unexpected. “We offer an artisanal spirit at an affordable price, which is great for the bar owner, bartender, and consumer,” he says.

On the other end of the spectrum, there’s a market that operates on the notion that one gets what he pays for. The whiskies and gins produced by Chicago’s barbizmag.com

KOVAL distillery fall on that side.

Founders Sonat and Robert Birnecker Hart were inducted into the Disciples d’Escoffier, received a Small Business Award from the US Government, and countless medals and accolades in spirits competitions around the globe. They represent another kind of success story selective spirits aficionados love—giving up successful careers to risk it all to pursue their passion.

“I was a tenured professor before starting KOVAL and Robert was the Deputy Press Secretary of the Austrian Embassy in Washington, D.C.,” recalls Sonat Birnecker Hart, the company President. “Our decision to make whisky came just after we had saved enough money for a down payment on a modest house. At this time, questions arose as to whether we should continue with our careers, or if we should use the money for something completely different. I wanted to be able to be with my children while working, and a family business was the logical conclusion. Instead of buying a house, we bought a still, moved into one room in my parent’s home with our baby, and started the first distillery in Chicago since the mid-1800s.”

The couple was so determined, in fact, that in order to take the business to new levels, they focused on changing Illinois’ liquor laws. Sonat drove down to Springfield numerous times until she managed to get the Craft Distillers Bill passed, which allowed them to do tours, have retail on site, and a tasting room.

“This really helped us grow and educate consumers about our brand in a very direct, grassroots manner,” she continues.

“It also made way for a proliferation of distilleries and distillery bars in Illinois, and the numbers keep growing.”

Having an interesting origin story like KOVAL’s is all a part of branding.

Intrepid Spirits is not a producer of spirits but a cooperative of sorts, and its focus is on working with individual producers to develop, re-imagine, and brand artisanal spirits. Mad March Hare whiskey, Cocalero Clasico liquor from Bolivia, and Egan’s Irish Whiskey, therefore, offer accounts a world of new ways to keep their clientele engaged with origin stories as compelling as the individual products themselves.

“We wanted to have control over the distribution process so that we could truly bring that authenticity to the consumer,” says CEO John Ralph. “To this end, we have set up our import and brand management operations in key markets like the USA, Australia, and Ireland to carefully manage and support our brands right through to the consumer experience. This is quite unique for a company of our size, but we like to feel that it represents our passion for quality and long term success.”

Having it Made When it comes to what’s in and on the bottle, independent producers have the edge in drawing in consumers.

“A brand of our size [a small company of less than 10 people] tends to be more hands on,” notes Bedlam’s Cortez. “We do everything ourselves. We are not just crafting our spirits by hand but building our entire distillery by hand. This is something that’s very relatable and appealing to today’s customers.”

Part of the Bedlam recipe for success was creating a very specific flavor profile for the vodka. Although the vodka’s recipe is rooted in an old family recipe, Cortez points out that the vodka going to market needed to be relevant and contextually connected to what’s happening in the industry. While it was moonshine in Ireland, the new expression was a fresh approach to vodka distilling resulting in a tasty and smooth spirit lacking the burn most commercial vodkas have. He also contends that bartenders at their accounts seek it for their back bar because it has a body and a flavor and it can stand up in a cocktail.

“Rice has a subtle sweetness, body, and complexity most vodkas don’t have, and we can truly say we are grain to glass, which is something not many distillers can lay claim to,” says Cortez. “We are involved with every step of the process, from mashing the grains to the distilling.

August 2018

Bar Business Magazine

35

craft craze

See the Egan’s Old Fashioned recipe on page 38.

Also, unlike many other vodkas, it is only distilled twice. When you think about it, a vodka that keeps the unique characteristics in is why Bedlam is so appealing and different from many things out there.”

Back in the brewery world, Timbs says Unlawful Assembly is more nimble than other brewers in terms of being more creative, innovative, and focused on ingredients. The Rebel Faction Farmhouse Ale, for example, uses local sorghum syrup.

“We take our time throughout the production process, and we’ll never cut corners or compromise on the ingredients we use,” says Timbs. “If that means going through five or ten test batches to get it exactly right, that’s what we’ll do. It’s all about attention to detail, and as packaging is part of our story, it deserves considerable care and attention.”

According to Mills, Caldera Brewing uses whole flower hops and imported specialty malts. “This makes our beers a huge asset for the bars that want to attract that type of customer,” he says. “It always goes back to quality and the diversity of our portfolio of unique ales and lagers.

This ensures a continued track record for being a solid, reliable, and quality 36

Bar Business Magazine

product, along with the [fact that the] labels on our packaged products are very colorful and eye-catching.”

Birnecker Hart counts several factors that help differentiate KOVAL from other brands, including having one of the most widely distributed artisan organic and kosher independent liquor brands. At the root of KOVAL’s reputation, however, is how it ushered in a new style of American whiskey, focusing on the pure heart cut of the distillate. This is in contrast to the common industry practice of adding “tails” (propanol, butanol, amyl, and fusel oils) to the heart cut in a barrel.

Intrepid Spirits’ Ralph stresses that all of its brands were created in tandem with their partner producers expressly with today’s trade and consumer in mind.

“Egan’s Irish Whiskey is a joint venture with the Egan family, who take a front row seat on the development of the brand and work in the market on multiple sales and marketing initiatives,” says Ralph. “We developed Mad March Hare as a brand to bring Poitín—one of the oldest distilled spirits dating back to 6th century Ireland—back to the world of premium spirits. Cocalero is very much an ingredients and high-quality

The “Local” Vs. The “Express” Train of Thought “The local factor definitely plays a big role,” says Timbs, emphasizing that UABC distributes exclusively in North Texas.

“People like supporting entrepreneurs in their backyard and like going to a bar and saying, ‘That beer’s from my hometown!’

It builds a sense of community. With more small producers entering the picture, it creates more competition, which we think is great. Competition breeds excellence, and we welcome anyone committed to making great beer! As our goal has always been to expand very organically, we do not want to have our products outpace our ability to service the businesses that carry our products.”

Along those same lines, Cortez notes that when the team is selling to bars within North Carolina, the local appeal is huge. However, when they sell to their accounts in Oklahoma and can’t play the local card, clients still appreciate that they are the little guy fighting the good fight. Caldera, meanwhile, sets out to buy as many products from the Northwest as possible. Its restaurant customers, meanwhile, are touring local breweries and stop in to try new releases and favorite beers.

“They usually end up drinking pints and ordering food,” Mills observes.

“Some have actually booked a room in the adjacent hotel so they try as many beers as possible out of the 45 Caldera beers we have on tap. It also seems as though the majority of the customers, especially in the Northwest, want the ‘newest and latest’ style.”

Birnecker Hart agrees regional aspects of the products are also a plus, as it brings more diversity to the marketplace as well as a more regional identity. However, she acknowledges she has to be mindful of buyers from bars and restaurants making executive decisions between stocking products from the little guy over a more established brand, particularly as the large brands and their distributors are aggressively competitive—even with some

August 2018 barbizmag.com

Photo: Egan’s Irish Whiskey.

production story, rooted in LaPaz, Bolivia where small batch Cocalero de Altura is distilled. This commitment is followed through to Cocalero Clasico, our mainstream expression.”

Thank you!

Thanks for all your help in growing my American Vodka. Could you please put my favorite cocktail on your menu?

Thanks!

Tito’s All-Time Favorite This is our man Tito’s signature spin on a classic “Vodka Soda,” and it’s become a company staple. The orange adds a bit of sweetness, the lime adds a bit of tartness, and mixed together it tastes fresh and clean.

craft craze

Egan’s Old Fashioned

2 oz Egan’s Vintage Grain Whiskey ¼ oz sugar syrup 2 dashes Angostura Bitters Orange wheel for garnish Combine liquid ingredients and pour into an ice-filled rocks glass. Garnish with bitters and orange wheel.

Egan’s Irish Whiskey

Bird of Paradise

2 oz Bedlam Vodka ½ oz Velvet Falernum 1 oz Aperol 2 oz fresh grapefruit juice 2 thin slices Jalapeno (optional) Half grapefruit wheel for garnish Add all ingredients ( jalapeño optional) to a cocktail shaker with ice. Shake till sufficiently chilled and double strain.

Finish with the grapefruit wheel.

Jesse Cortez, Brand Director & Mixologist, Bedlam Vodka

New York Sour

2 oz KOVAL Bourbon 1 oz freshly squeezed lemon juice 1 oz simple syrup ½ oz red wine (use a fruity red wine like Shiraz or Malbec) Combine the whiskey, lemon juice, and simple syrup in a cocktail shaker. Fill shaker with ice and shake for 30 seconds or until the outside of the shaker is frosty. Strain into glass with ice.

Next, pour wine over the back of a spoon to allow the wine to sit on top of the drink for a beautiful gradient effect.

Add a lemon peel for garnish.

KOVAL Distillery 38

Bar Business Magazine

crackdowns on monopolistic practices in some areas.

She also points out that while today’s climate in the spirits marketplace affords a level of openness towards artisan brands, there is also more overall competition in the industry and opportunities that can be found through adversity.

“This year has seen the consolidation of the four largest American distributors into two and the road to market is rough for a number of reasons,” she explains.

“Since manufacturers are not able to sell direct, it is difficult to get to interested consumers in other states unless one has an active distributor getting the brand on the shelf. I think that social media has afforded somewhat of an opportunity for promotion where before brands tended to engage in more traditional advertising campaigns that were more the domain of the big guys. Yet, there is also greater opportunity on the local market for brands to reach out directly through tastings rooms and individual retail components to distilleries that did not really exist before.”

Every Bottle, Can, and Glass Tells A Story This is where creativity with on-premise marketing comes in. As Caldera turned 21 in August (“of legal drinking age”), it is appealing to bartenders and owners to ask their distributors to bring in Caldera beers, and recommending the use of tasters and taster trays so customers can order a pint or flight with confidence.

With the Intrepid Spirits portfolio, Ralph says the best way to introduce a completely unfamiliar spirit is to add it to the drink menu. While poitín may take a little more explanation than gin or whiskey, the bartender at the account can tell the story behind it while showing them how they can drink it through the spirits’ integration into various recipes.

“It’s important to train your staff,” says Ralph. “Hold regular staff training sessions and tastings. Encourage them to experiment with the new products.

Introducing unique craft spirits such as Cocalero, which is the number-one selling imported liqueur in Japan, into a bar program demonstrates the staff has knowledge of global drink trends and keeps your bar relevant. I also suggest

taking it one step further, offering seasonal or rotating cocktail specials featuring these brands, adding a short line or two about the spirit on the menu, and bringing the product’s back story to light.”

As Cortez sees it, the packaging and story behind Bedlam provides an educational opportunity for their accounts’ bartenders, especially when they discuss why different spirits categories that are trending right now, like gin and whiskey, taste the way they do.

“Most vodka bottles are tall and sleek while Bedlam is what could be described as a whiskey bottle as it is made from darker glass that is irregularly shaped with bumps and curves,” he says. “Bedlam’s label almost feels tattooed on with the way it’s printed, and the design really tells an abbreviated version of our origin story about how we came to be. It is busy, intriguing, and gets customers talking to bartenders and prompts questions.”

“Artisan brands do a number of unique things,” says Birnecker Hart. “We engage in a bunch of collaborations each year. We just distilled some of [Chicagobased brewer] Goose Island’s beer. We also engage in other fun projects such as our ‘Susan for President’ line of fruit brandies. Our main line products have fun and exciting mash bills. All of these things are points of differentiation and offer a lot of material for bars and restaurants to share with their customers to show that they are seeking out a special experience for their customers.”

Timbs points out that UABC has a great marketing and storytelling asset in its “beer monger,” Ellie Geller, who is a master in knowing what sells with patrons at various accounts. While customers will always have their “go-tos,” the more curious among them know that they could be missing something if they don’t explore and try new things. And buyers and owners should be the place where they will find those new favorites.

“We believe in trial, discovery, and experimentation,” says Timbs. “After all, isn’t that part of the American spirit?”

August 2018 barbizmag.com

inventory management

has never

been easier

Bar Tour

Bar Tour

W

Camden Cocktail Lounge & APEX Social Club Las Vegas, Nevada

Palms Casino Resort welcomes two new venues.

40

Bar Business Magazine

hen the $620-million, multiphase, property-wide renovation is complete on Palms Casino Resort, it will be unrecognizable.

As its marketing campaign touts, Palms aims to go “from dust to gold.” Camden Cocktail Lounge and APEX Social Club (pictured, above) were two of the first new venues to open up in May as part of that golden transformation.

Andy Masi, Owner of boutique hospitality and marketing company Clique Hospitality, along with nightlife partners Ryan Labbe and Jason “JRoc” Craig, were tapped by Red Rock Resorts to bring the two unique concepts to Palms.

“I think the spaces are really exciting,” says Masi. “The new Palms is going to be pretty spectacular, and we’re excited to be the first two venues to open up.”

Camden is a dynamic cocktail lounge located adjacent to Palms’ main entrance and connected to the HighLimit area of the casino. The venue

provides a level of luxury typically reserved for high rollers but here is available to anyone looking for quality, over-the-top cocktails.

Camden’s design took its initial inspiration from an old-school, elegant library and then mixed it with modern, contemporary décor. “The idea of the library was the initial inspiration—but what would a library look like in a really eclectic, modern home?” explains Masi. “That’s what we went with.”

Alongside the dark paneled walls and velvet sofas, chairs, and stools in browns and blues are glass shelving and a ceiling full of suspended, bulbous lighting fixtures that provide a dim glow to the space. Two original pieces of artwork from artist Richard Prince’s series Nurses hang in the space, adding to the modern vibe. A neon sign behind the bar proclaims, “All I ever wanted was everything.”

Camden aims to fulfill this desire spelled out in neon script through its spectacular service—something that’s been a focus for Masi throughout his

August 2018 barbizmag.com

All Photos: Clique Hospitality.

By Ashley Bray

Bar Tour career. “We always try to have unparalleled service in all the venues— world-class service—because it really does separate you from everybody else,” he says. “We deliver with great music and a great environment, we build some pretty unique looking spaces that draw customers in, but at the end of the day, we focus a lot on service.”

That superior service is on display in Camden’s cocktail program, which offers a selection of classic and new cocktails. It also features a tableside mixology program where guests choose from six cocktails and watch as mixologists craft the cocktails and explain the process right at their table.

“Our tableside mixology carts are meant to not only give value to the experience at Camden Cocktail Lounge, but it is to cater the experience to the guest specifically,” says Eric Hobbie, Corporate Intoxicologist at Camden, who has worked for a number of esteemed celebrity chefs and helped open clubs in the nightlife capitals of Las Vegas and New York City. “At a bar, the bartender doesn’t get to make every drink in front of the guest. Bartenders typically have to make drinks in designated wells. With the cart, we bring the bar to you. It is more intimate. It is a show stopper.”

At Camden, the “show” element is definitely strong in its tableside mixology program. Masi explains that the focus is on “over-the-top

presentation.” “It’s not about all the different ingredients that you put in— it’s how it’s presented, what it looks like, how the flavor comes out,” he says.

The program aims to give guests a full sensory experience beyond just taste. “For example, you look at [the recipe], Lost in the Forest [Ransom Dry Gin, yellow chartreuse, meyer

At the end of the day, we focus a lot on service.

lemon juice, green pine cone syrup, rosemary air]. It is served on a live moss tray. Where some might see it and say it’s only for looks, think again.

Every time the guest puts the cocktail down, their hand touches the fresh moss and gives them the feel of the forest,” says Hobbie. “Another example would be The Hef cocktail [Del Maguey Mezcal, Contratto vermouth bianco, activated charcoal vanilla tincture, Scrappy’s Chocolate Bitters, dry ice]. We place toasted Rice Krispies treats on top of the pipe you

drink out of. When imbibing this cocktail, you smell the toast coming from the garnish, and it makes the mezcal really come to life. It gives the sensation of smoking.

“Everything was carefully put in place in these cocktails to bring forth an experience unmatched here in Las Vegas.”

Tableside mixology carts are a growing trend as bars seek to provide an individualized experience for their guests. But as Hobbie explains, the practice isn’t as easy as just taking your bartenders out from behind the bar.

“We are proud to be a part of this trend because again it gives value and special individual experience that is hard to match just sitting at the bar,” he says. “People will try to replicate it here in Vegas, but I know first-hand how difficult it is to execute high-end craft cocktails off of a much smaller space than bartenders are used to.”

To complement the cocktail menu and provide guests with something to snack on, Camden also offers a collection of small bites and desserts, including Maine lobster rolls, kung pao chicken meatballs, mini philly cheese steak heros, raw veggie summer rolls, and deep-fried brownies.

“When you’re hanging out having a couple of drinks, you always want something to bite on. It’s just part of the overall experience,” says Masi. “I think doing the bar without food would be missing something.”

Green Goblin

Mini Philly Cheese Steak

barbizmag.com

August 2018

Bar Business Magazine

41

Bar Tour

Camden Cocktail Lounge

Live music will also be a part of guests’ experience at Camden. The programming will change daily with a mixture of live music and DJ-driven sounds. “We’re going to keep it very low key with some fun, local DJs playing some music most nights,” says Masi. “And then a little bit of live, acoustic music during the course of the week.”

If guests are looking for more in the way of music, APEX Social Club fifty-five floors up (located in the space formerly known as Ghostbar) aims to please by featuring local and national DJs. However, the venue also seeks to encourage social interaction.

“When we created APEX, what we wanted was to make a smaller space— not have a dance floor, and not have the whole experience be about staring at a DJ,” says Masi. “The market is changing a little bit, and there’s a lot of people who don’t want that and would rather have great service and a more intimate experience.

“That’s why we got rid of the dance floor and put tables facing each other.

We want people to interact with each other, talk to each other, hang out with each other, drink with each other, and dance with each other.”

42

Bar Business Magazine

Masi’s nightlife partner Ryan Labbe says the venue is about bringing back the social scene Las Vegas was known for. “A lot of people miss the heyday of Vegas when it was about the room and the energy and not just the talent,” said Labbe in a press release. “We’re bringing those days back.”

Located on the 55th floor of Palms, the 8,000-square-foot, open-air boutique nightclub also boasts an

unrivaled 180-degree view of Las Vegas from its balcony. One-of-a-kind artwork; a sleek, upscale design; and specialty crafted cocktails, age-old favorites, and tableside bottle service all complement the views.

“Apex is really about the social interaction, the view, the music, the lighting,” says Masi. “When people walk in there, they’re going to be blown away.

We’re really proud of it.”

Andy Masi

Owner, Clique Hospitality

A

ndy Masi started his career in the Boston club scene of the 1990s, and he made the move to Las Vegas when he co-founded The Light Group in 2001. The Light Group’s influence was soon felt all over Vegas, and by 2014, it owned and operated 26 venues in some of the most luxurious hotels in the world. “Our focus started with service,” said Masi. “We were manic about having the best service and the best product. Cutting corners was just not an option for us.”

In 2015, Masi brought his vision to Clique Hospitality, a boutique group he founded that has multiple restaurants and lounges in several of the trendiest properties in Las Vegas, San Diego, and Washington, D.C.—including the new APEX Social Club and Camden Cocktail Lounge in the Palms Casino Resort. Masi and Clique Hospitality currently operate 14 venues.

August 2018 barbizmag.com

IMPORTE

SPANISHD

DRAFT

ALL NATURAL! NO REFRIGERATION NEEDED • Classic Red and Tropical White • No refrigeration needed — Sangria gets poured over ice • One-way keg = no deposit, no return • Lighter in calories — fruit-sweet, not sugary • Product stays fresh for 9 months after tapping • No special gas needed to dispense — can even be hand-pumped with air

#1

• Kegs may be untapped, stored, then retapped (perfect for caterers)

RE

CLABLE CY

info@TikiSangria.com

LE AB

01460

SUST AI

N

www.Tikisangria.com

KEYKEG

• Clamp-on towers allow for portability and create an extra offering — don’t replace a draft product, add one!

Draft Wine Product in America

Inventory

Perlick Boosts Performance of Lo-Boy Keg Coupler

Your Business in Your Hands VeeaConnect

Perlick’s Lo-Boy Keg Coupler

• Virtual waitlist, bookings, and offer management

Perlick has enhanced its Lo-Boy Keg Coupler to make it suitable for use with beer, wine, draft cocktails, and ciders and to allow operators to utilize tight spaces in bar areas. Perlick’s Lo-Boy Keg Coupler boasts the lowest height in the industry. The new Lo-Boy Keg Coupler maintains Perlick’s high standards of strength and durability with 304 stainless steel construction safe for all beverages. The equipment makes it possible to smoothly operate direct draw from standard-height kegs stored in small spaces. The coupler’s low profile is the key feature that permits beverage service on tap from kegs stored in undercounter refrigeration. With new hose routings set at a 90-degree perpendicular angle, the coupler also prevents awkward arrangement of lines that can result in kinks and blockages. The equipment is compatible with a variety of domestic and imported kegged beverages.

• Broadcast your bar promotions to regulars and new patrons • Be discovered by in-town and out-of-town visitors • Supported by Veea consumer app • Staff and customer messaging • Reward your guest in the bar or away from the bar • Business profile management veea.com

https://bit.ly/2LKBhAz

The Mythic Lore of Mezcal GEM&BOLT Mezcal

GEM&BOLT Mezcal founding artist-alchemist duo AdrinAdrina and Elliott Coon created a brand that is rooted in fine art, celebration, ritual, plant intelligence, beauty, and immersive experiences. They were drawn to the mythical spirit of mezcal. “In Oaxaca, we serendipitously discovered the ancient Zapotec myth of mezcal where a lightning bolt strikes the gem (or heart) of the agave plant, roasting and fermenting its sugars, creating the mystical sap now known as mezcal,” says Elliott. Produced by a fourth-generation master distiller in Oaxaca, Mexico, GEM&BOLT’s unique herbal recipe sets it apart. The spirit’s subtle but layered botanical profile is noted for being less smoky and smoother than other mezcals, which makes it ideal for sipping and as a base for mixologists. It is also uniquely distilled with Damiana, a traditional Mexican herb that thrives in the same climate as agave and naturally complements the essential “heart-opening properties” of the 100% pure agave spirit. The product line includes 750 ml and 200 ml signature glass flasks and 50 ml glass bottles of the GEM&BOLT signature Damiana-infused Espadin mezcal at 44% ABV. gemandbolt.com

44

Bar Business Magazine

August 2018 barbizmag.com

Get PREMIUM SAVINGS for 2 YEARS! Access to over 185 of the best sports,

news and entertainment channels

Get COMMERCIAL XTRA™ PACK for

79

$

99

MO. Plus taxes.

For 24 mos. with 24-mo. agmt. after Auto Bill Pay discount.*

2-Year Deal!

Up to 4 HD Receivers included Over 80 Music Choice® channels included

at no extra cost for first 3 months

After 3 mos., services automatically continue at then-prevailing rate (currently $37.99/mo.) unless changed/canceled.

Plus, pack the house with these add-on

Sports Packages!

Get up to $500 credit with purchase of 2018 NFL SUNDAY TICKET One-time credit of $200 for FCO 1–200 (excluding Small Bar Offer) or $500 for FCO 201+. Credit will post to bill after 9/9 start and may take up to 2 billing cycles. *ALL DIRECTV OFFERS REQUIRE 24-MO. TV AGREEMENT. EARLY CANCELLATION FEE OF $20/MO. FOR EACH MONTH REMAINING ON AGMT. ADD’L FEES APPLY. PRICE IS AFTER A $10/MO. AUTO BILL PAY DISCOUNT FOR 24 MOS. New approved commercial customers only. Credit card req’d (except MA & PA). Pricing based on Estimated Viewing Occupancy (EVO) for select packages. Regional Sports Network (RSN) fee applies in certain markets.

89% of bar and restaurant subscribers agree that adding DIRECTV to their business has been a good decision.1 1

Based on a January 2018 national survey of bar and restaurant subscribers who expressed an opinion.

Call us now at

1.855.714.7210 to order! ¹Based on a January 2018 national survey of Bar and Restaurant Subscribers who expressed an opinion. N=500 current Public Viewing subscribers (Bar or BLK) with a tenure of at least 3 months. COMMERCIAL XTRA PACK 24-MO. OFFER: Ends 10/28/18. To receive the promotional price of $89.99/mo., a 24-mo. agreement is required.

After 24 mos., then-prevailing rate for base pkg applies unless canceled or changed by customer prior to end of the promotional period. Not stackable with any base package offers. ABP OFFER: New customers who subscribe to BUSINESS SELECT PACK or above with 24-mo. agmt. and enroll in Auto Bill Pay at time of sale will receive $10/ mo. bill credit for 24 mos. starting in the second mo. After 24 mos., the credit will end and services will automatically continue at the then-prevailing rate. $200 BILL CREDIT OFFER: To receive the promotional one-time credit of $200, customers must sign up for 2018 NFL SUNDAY TICKET with Fire Code Occupancy (FCO) 1-200 (excluding Small Bar Offer). Credit to be issued on or after 9/9/18. May take up to two billing cycles for credit to appear after 9/9/18. FCO validation certificate must be approved. NFL SUNDAY TICKET must be activated. $500 BILL CREDIT OFFER: To receive the promotional one-time credit of $500, customers must sign up for 2018 NFL SUNDAY TICKET with Fire Code Occupancy (FCO) 201 or above. Credit to be issued on or after 9/9/18. May take up to two billing cycles for credit to appear. FCO validation certificate must be approved. NFL SUNDAY TICKET must be activated. HARDWARE OFFER: Programming agreement, as defined by customer’s commercial programming rate card, required. Offer available to new commercial customers in commercial structures no more than three stories high. No single-family residences allowed. Up to four HD Receivers included per commercial location. Make and model of system at DIRECTV’s sole discretion. Offer void where prohibited or restricted. DIRECTV SVC TERMS: Subject to terms of DIRECTV Commercial Customer Agreement. Add’l Fees & Terms: Regional Sports Network Fee of up to $24.99/mo. applies in certain markets for COMMERCIAL XTRA PACK subscribers residing in a RSN ZIP code and one of the Collegiate-in-Market regions where BTN, Longhorn Network or SEC Network is included.

Regional Sports Network fees are updated biannually based on the presence of Regional Sports Networks and/or Collegiate-in-Market programming in applicable ZIP codes. Receiver fees of $15/mo. apply for each receiver for COMMERCIAL XTRA PACK. $19.95 Handling and Delivery fee may apply. Taxes not included. Programming, pricing, terms and conditions subject to change at any time. INSTALLATION: Standard commercial installation included for BUSINESS SELECT PACK and above customers. Complex/custom installation extra. Applicable use tax adjustment may apply on retail value of installation. Visit directv.com/legal or call for details. To access HD programming, HD equipment required. Number of HD channels based on package selection. All DIRECTV Receivers must be continuously connected to the same land-based phone line or the Internet. NFL, the NFL Shield design and the NFL SUNDAY TICKET name and logo are registered trademarks of the NFL and its affiliates. NFL team names and uniform designs are registered trademarks of the teams indicated. ©2018 AT&T Intellectual Property. All Rights Reserved. AT&T, Globe logo, DIRECTV and all other DIRECTV marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners.

Ad Index

Company

C3 1849 WiNE COMPANY

Contact

Inventory COMPANIES

1849wine.com

GEM&BOLT Mezcal gemandbolt.com

11 2touchpos

2touchpos.com

18 2 WiRE TECHNOLOGIES

2wiretech.com

32 Barritt’s Ginger Beer

bermudasgingerbeer.com

19 Brockman’s gin

brockmansgin.com

33 cwd

cwdistributing.com

45 DIRECTV

directv.com

5 FLOH Vodka

flohvodka.com

C2 knob creek

knobcreek.com

18 listen technologies

listentech.com

39 paradise pos

paradisepos.com

3 perlick corporation

perlick.com

27 pernod-ricard

pernod-ricard-usa.com

C4 rumchata

rumchata.com

23 sunkist foodservice

sunkistequipment.com

7 Taffer dynamics inc 43 Tiki Tonga Sangria

Veea veea.com

Thirsty for more? visit @BarBizMag

JonTaffer.com TikiSangria.com

11 tito’s vodka

TitosVodka.com

13 ultimate bars

ultimatebars.com

46 urban expo

flrestaurantandlodginshow.com

barbizmag.com

perlick perlick.com/commercial

To Advertise in Bar Business Magazine, contact Art Sutley 212-620-7247 Asutley@sbpub.com

August 2018

Bar Business Magazine

47

with Nahm Kim

What are some of the reasons behind sake’s and other Asian spirits’ growth in popularity?

The rise in popularity of sake and other Asian spirits, particularly Asian whisky and shochu, can be credited to the ever-evolving palette and general increase in spirits-related knowledge of the average consumer in any restaurant or bar. We see it in Sunda all the time—people know sake and are familiar with its history. It’s no longer a fad or a novelty. It’s made its way into the mainstream and is here to stay!

2

Sake has obviously been a staple on Asian or Japanese bar menus for centuries, however, it’s been interesting as of late to witness different kinds of sakes pop up on the cocktails menus of bars and restaurants that have varying concepts unrelated to Asian flavors and ingredients. It’s not just a spirit for Asian spots any more, it’s being used in the mainstream as well.

Lead Mixologist at Sunda New Asian (chicago, Illinois)

N

ahm Kim has worked in the bar industry for more than 15 years, and sake has been an integral part of his experience.

He began his cocktail career at Sushi Samba, a popular New York establishment known for its tropical drinks and exotic sushi.

Samba was among the first few bars and restaurants to feature sake and sake cocktails before a more recent boost in popularity.

This allowed Kim to work with Asian-inspired ingredients and master the best ways to incorporate them into unique and delicious drinks. Kim can now be found behind the bar at Sunda New Asian, an award-winning dining venue that features new modern Asian cuisine and a vast collection of Asian wines, beers, and cocktails. Kim has been nominated for several awards for his intriguing cocktail creations and innovative use of sake.

48

Bar Business Magazine

How is sake being used on cocktail menus?

3

When creating new drinks, how do you choose which kind of sake to incorporate?

In our Sunda cocktails, I treat sake the same as any other cocktail ingredient. Either it’s the focal point, and I add other ingredients to complement it or contrast with it, or I use it to add a layer to the core component of the drink.

4

How do you decide which sakes are featured on the drink menu?

can offer multiple examples that will be delicious.

5

What do you think is the best way to experience sake?

Oftentimes the sake brewer has a distinct vision as to how the product should be enjoyed. So, if a sake is brewed with the intention of being served hot or cold, respect should be given in tasting it in that manner.

Now, with that being said, don’t be afraid to turn that vision on its head! When you’re trying to create a new cocktail, don’t hesitate to coax a new angle from the sake or say, “screw it,” and couple it with clashing flavors. Think balsamic vinegar and strawberries, sea salt and caramel. Look at how ubiquitous the dirty martini is.

Sometimes those pairings surprise and just work.

6

Any advice for how to introduce sake into a cocktail program?

Know your product, first and foremost. Taste, taste, and taste.

Find analogues to what people already prefer and use that as an opening to introduce them to a new style of drinking.

7

Any general advice for other mixologists?

Work fast, work clean. Use fresh ingredients. Take care of your bar backs, they’re the backbone of the bar. Give credit where credit is due.

Lose the ego. Drink more Malort.

– Erin Spicer

Sake menus should be curated in the same way that wine menus are put together. You have to think about what you’re trying to represent with your list and utilize the sakes that are available in your market to accomplish those goals. At Sunda, in both Chicago and Nashville [the restaurant has two locations], we’re blessed to have access to some amazing sake portfolios in our respective cities so we’re able to offer an array of different styles of sake.

So, no matter what kind of flavor profile our guests are craving, we

August 2018 barbizmag.com

Photos (left to right): Annette McNamara; Rockit Ranch Productions.

Q&A

1

®

IS HERE! CONTACT YOUR RUMCHATA DISTRIBUTOR TO ORDER THESE DOUBLE SIDED SHOT GLASSES TODAY! TRY A PIE HARD: ONE HALF RUMCHATA, ONE HALF APPLE WHISKEY.

KEEP RUMCHATA ON THE BACK BAR AND IN THE COOLER. IF PEOPLE SEE RUMCHATA, THEY WILL BUY IT. RumChata®. Caribbean Rum with Real Dairy Cream, Natural & Artificial Flavors, 13.75% alc/vol.

Agave Loco Brands, Pewaukee, WI. Please Enjoy Responsibly. RUMCHATA and CHATA are Registered Trademarks of Agave Loco, LLC.