Bar Business March 2020

March 2020

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

SEEKING Sustainability

Environmentally friendly practices for the on-premise.

Plus

NEW AND UNIQUE

WHISKEY OFFERINGS

MENU MOJO

THE KEYS TO A SUCCESSFUL MENU.

FIRE SAFETY

HOW TO RECOGNIZE POTENTIAL HAZARDS. barbizmag.com

Introducing

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Caribbean Rum, Real Dairy Cream, Rich Vanilla, and Sunny Lemon!

Available March 1st! Order now!

RumChata Limón™. Caribbean Rum with Real Dairy Cream, Natural & Artificial Flavors, 14% alc/vol. Agave Loco Brands, Pewaukee, WI. Please Enjoy Responsibly. RUMCHATA, RUMCHATA LIMÓN, and CHATA are trademarks of Agave Loco, LLC

CONTENTS HOW TOS

18

Marketing for a New Decade

March

Four marketing automation solutions every SMB should have in 2020.

20

Fire Safety & Security

28

Tuning Up: Digital Signage Tees Off

Learn to recognize hazards and the steps you can take to avoid a fire.

Topgolf enhances the customer experience through digital signage.

DEPARTMENTS

4

From the Editor

6

On Tap

A letter from our Editor Ashley Bray.

Industry news and announcements.

10

Behind The Bar

16

Happenings

In-depth analysis of beer, wine, and spirits.

Important dates for the month.

44

Inventory

48

Q+A

Featured product releases.

Charles Vaughn, President/Founder, LeSin Vodka

FEATURES

34

Seeking Sustainability

40

Menu Mojo

A look at brands dedicated to sustainability, and practices the on-premise can implement.

The keys to building a successful restaurant menu.

COVER PHOTO: SHUTTERSTOCK/ FOTOLIZA CONTENTS PHOTO: SHUTTERSTOCK/ ND3000

barbizmag.com

March 2020

Bar Business Magazine

1

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

MARCH 2020

VOL. 13

NO. 3

Bar Business Magazine (ISSN 1944-7531) is published

by Simmons-Boardman Publishing Corporation 88 Pine St 23rd Fl., New York, NY 10005

SUBSCRIPTION DEPARTMENT 800-895-4389

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 Contributing Writers Maura Keller, Saleem S. Khatri, Chad Ruff

ART

Art Director Nicole D’Antona Graphic Designer Hillary Coleman

PRODUCTION

Corporate Production Director Mary Conyers mconyers@sbpub.com

CIRCULATION

Circulation Director Maureen Cooney mcooney@sbpub.com

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, 88 Pine St. 23rd Floor, New York, NY 10005. 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 © SimmonsBoardman Publishing Corporation 2020. 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 (US Only) 1-800-553-8878 (CANADA/INTL) 1-319-364-6167, Fax 1-319-364-4278, e-mail barbusiness@stamats.com or write to: Bar Business Magazine, Simmons-Boardman Publ. Corp, PO Box 1407, Cedar Rapids, IA. 52406-1407. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 1407, Cedar Rapids, IA. 52406-1407. 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.

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from the editor

From The Editor

I

For more guidance on COVID-19, visit cdc.gov/ coronavirus/2019-ncov

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Bar Business Magazine

wrote a draft of this Editor’s Letter one week ago that began with the line: “Chances are you’ve given at least some thought to the coronavirus disease 2019 (COVID-19).”

Oh, how much has changed in just seven days. Today the world is entirely different. It will be different in just a few days from now. These are uncertain times.

COVID-19 is now a pandemic, and guidance from the government is to stay home and practice social distancing.

This has had a tremendous effect on bars and restaurants, and the effects will continue to be felt in the coming weeks.

At press time, states across the country are beginning to close down bars and restaurants or limit them to takeout only. The White House issued guidance that states with community spread should close bars, restaurants, and other public places.

Let’s focus on some things that are being done to help.

Nightclub & Bar, which recently rescheduled its show to June 22-24, has announced that it will be working with its experts to release guides and podcasts on actionable information for bars that can be implemented immediately.

The Distilled Spirits Council of the United States (DISCUS) is currently “working closely with regulators at the federal and state level to develop plans that ensure operational continuity, minimize disruptions, and support economic assistance for hospitality industry workers.” For example, DISCUS

is working on easing regulations to permit curbside pick-up and home delivery to adults of legal purchase age in certain states. A waiver for carry-out alcohol has already gone into effect in New York, New Jersey, and Connecticut.

The USBG National Charity Foundation is offering an emergency assistance program for bartenders.

At press time, coronavirus relief and stimulus packages aimed at protecting families and workers affected by the virus are winding through Congress.

The U.S. Small Business Administration is also offering disaster assistance loans of up to $2 million for businesses impacted by the outbreak.

States are also doing their part. In hard-hit Seattle, the city announced it will offer grants of up to $10,000 for small businesses affected by the coronavirus.

Here at Bar Business Magazine, we’re also working to keep you informed. Visit barbizmag.com/covid-19-resources for a new dedicated channel that will include information on aid, guides to operating in these new times, and lists of postponed/ cancelled tradeshows.

If your bar has instituted a unique way to continue to safely serve the public, let us know. We’re in this together, and we’ll get through this together. Stay well.

Ashley bray, Editor

March 2020 barbizmag.com

ON TAP 2020 Flavor Trends

M

onin Gourmet Flavorings has identified five emerging trends, which will influence food and beverage menus this year and beyond.

These new on-trend flavors are backed by Monin’s proprietary and secondary research as well as data from Technomic and Datassential. The 2020 Flavor Trends were developed by an internal, full-time team of Monin consumer insight specialists, beverage innovation directors, chefs, and flavor technologists. This team tracks emerging trends through analysis of proprietary and secondary research as well as frequent, global market excursions and the exchange of trend information with Monin beverage developers located around the world.

1. The Hunt for Uniqueness Consumers are searching for the new and unusual, leading to trends moving faster than ever. Grab their attention with unique ingredients that bring the buzz.

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Perceived health-focused additives like CBD, turmeric, and collagen to magical and mystical additives like gems and flower remedies can add further exciting elements. Flavors include the cool but colorful (pistachio, blue raspberry, dragon fruit), the rare (pineberry), and mood enhancers (oak, lavender, vanilla).

responsibility efforts will be at the forefront. As technology allows consumers to enjoy more experiences from their own homes, unique stories will evoke emotion and enhance experiences that draw customers to your establishment. Flavors with a story include yuzu, vanilla spice, Hawaiian island, and stone fruit.

2. Low/No Booze Buzz The increase in no- and low-ABV cocktail options have allowed consumers to incorporate these beverages into social moments while catering to their desire for healthier options. As these beverages continue to dominate the market, layers of flavor will differentiate them. Flavors include staples (mango, lime, pineapple, blueberry) mixed with unique options (jalapeño, rosemary, lavender).

4. Experience the Pacific Today’s fast and furious world leaves us longing for an escape from the everyday.

The Pacific Rim is full of unique fruits and enticing spices customers crave.

Flavors include the juicy (passion fruit, guava, dragon fruit) and the tantalizing (lemongrass, cumin, ginger, cardamom).

3. What’s Your Story?

In a world where information is readily available and consumer curiosity is at an all-time high, storytelling is key to building trust and excitement. Purpose is paramount and company social

5. Alt. Nation As consumers further prioritize their health, alternative ingredients and specialty diets will continue to emerge.

There will be no shortage of alternative beverage options including flavored waters, hard seltzers, and spirit-free cocktails. Spins on classic recipes will reenergize fan favorites. barbizmag.com

Photo: Shutterstock/ petereleven.

FROM ON TAP THE EDITOR

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FROM ON TAP THE EDITOR How to Cook Up an Impressive Business Plan plan to show the lender how you intend to make and spend money—proving that you will be a worthwhile investment.

Here are four key components to include in your business plan: 1. Executive Summary. Include the niche your venue fills in the local dining market and the role you will play. The opening of your business plan should break down your Unique Sales Position, which supports your place within the market. You are opening up a restaurant for a reason, so begin by clarifying the why.

any dream of opening a bar or restaurant and see it as an opportunity to turn a love for entertaining or cooking into a business. Although for most restaurateurs, the reality of running a restaurant is not what they expected. More than half of restaurants fail within the first year and more than 80% fail within five years. One reason for the high failure rate is that owners fail to treat their restaurant as a business from the very beginning, but a solid business plan can help you navigate the difficulties that lead to failure and help set you up for success.

The business plan needs to be a structured outline that identifies your goals, vision for the venue, and its place in your local market. If you’re looking to get a loan, you need a solid

3. The People. Employees hold the potential to make your restaurant or bar a success or failure. Keep in mind the roles that you intend to eventually delegate. The way in which your staff treats customers will highly determine the reputation you build for your business. Familiarize yourself with your team members— from the back of the house to the front. Highlight each employee’s attributes and purpose within the business.

Provide a plan to break down staff responsibilities. Give details on the management team, discuss outside support, and detail your hiring criteria and growth plans. As you develop this section, keep in mind people don’t invest in a business, they invest in a person. Highlight your attention to detail and knowledge of who you want to have work for you in the future.

4. Financial Analysis. List the projected growth of your restaurant or bar and dig into who your supporters will be. A big part of your business’ success comes from knowing your customers. Be cognizant of their daily traffic patterns, spending habits, and dietary restrictions. Look into food costs, labor projections, and daily operational expenses.

The financial forecast will provide a road map for evaluating how your business plan is doing each year. Lenders and investors want to see that they are getting a return on their investment, so give them the big picture and be realistic of how that’s going to happen. Include a general start-up budget and a profit and loss statement that project how much you are going to spend versus how much you are going to make. Put the work in to accurately project your labor and food/beverage costs along with other operational costs and compare. While it’s important to be detailed, remember that you are making an educated guess.

Saleem S. Khatri is the CEO of Lavu (lavu.com), a restaurant/bar management platform including mobile POS, payment processing, and back-of-the-house software. Prior to Lavu, Saleem built software and hardware companies at start-ups via investment firms. He was appointed to manage a $79 billion investment portfolio on behalf of the U.S. Department of the Treasury.

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barbizmag.com

Photo: Shutterstock/ loreanto

M

2. Top Questions. Be sure you fully address the who, what, when, where, and how. A solid business plan anticipates critical questions and provides answers to them. Think through every question that could be asked, such as: What are your hours? How many days a week are you open? Will you provide take-out? How do you differ from the competition? What kind of technology will you use?

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Let’s talk

BEHIND THE BAR: WHISKEY

WHISKEY

As whiskey grows in popularity, so does the demand for new and unique offerings.

BY ASHLEY BRAY

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W

hiskey is having a moment. According to a recent report by Fact.MR, the whiskey market is set for a compound annual growth rate of 6% through 2029, primarily driven by increased demand from younger LDA consumers like millennials.

“Brown spirits like whiskey have definitely gained popularity with many more demographics. It’s not just a drink you associate with older men anymore. I think this is due in large part to the variety of flavored whiskeys that are now in the market. There’s a flavor suited for everyone’s taste,” says Steven Yeng,

co-founder of Skrewball Peanut Butter Whiskey. “What we see with Skrewball is that it is appealing to both traditional whiskey drinkers and people who would not otherwise drink whiskey. So, there is an opportunity for products like ours to expand the market for brown spirits even more.”

Crater Lake Spirits CEO Alan Dietrich agrees. “I think without the organic increase in popularity of brown spirits that started maybe ten years ago, there would never have been a fertile market for all these new styles,” he says. “People are much more interested in experimenting with new styles so that is driving these new products. And because barbizmag.com

Photo: Shutterstock/ Kzenon.

Brands encourage experimentation with whiskey cocktails. As we head into warmer months, try adding the spirit to a frozen cocktail.

Barmobile

BEHIND THE BAR: WHISKEY

1.5 oz Ole Smoky® Peach Whiskey 2 oz Lemonade Lemon slice

Mango Habanero Margarita

Mix well in a glass over ice.

Garnish with lemon slice.

Salted Caramel Sour

3 oz Ole Smoky® Salty Caramel Whiskey 1½ oz Lemon juice 1 tbsp Caramel sauce Fresh lemon twist Caramel sauce for rim Mix well in a shaker over ice. Strain into a rocks glass rimmed in caramel (optional) over fresh ice or into a martini glass. Garnish with lemon twist.

Mango Habanero Margarita

1.5 oz Ole Smoky® Mango Habanero Whiskey 3 oz Margarita mix ½ oz Orange juice Lime wheel Salt Sliced mango & habanero pepper Mix well in a salt-rimmed glass over ice. Garnish with mango and pepper.

Heat Wave

1½ oz Ole Smoky Mango Habanero Whiskey 2 oz Pineapple juice ½ oz Lemon lime soda ¼ oz Grenadine Ole Smoky Moonshine Cherries® Mix well in a glass over ice.

Garnish with cherries.

All recipes courtesy of Ole Smoky Distillery

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a lot of them are very good, it’s bringing even more people into the brown spirits universe.”

Experimentation in flavors has definitely led the way in recent whiskey trends, and Ole Smoky Distillery, the first legal moonshine distillery in Tennessee and now the number-one moonshine company in the world, couldn’t be happier about that. The company started selling moonshine in 2010 and in 2017 added whiskey to its portfolio.

“Whiskey flavors are definitely on trend. I really feel like Ole Smoky helped start this trend,” says Mason Engstrom, Vice President, On Premise, Ole Smoky Distillery, who says the company’s first original flavor was Apple Pie Moonshine. “I’ve been very proud of how Ole Smoky has been able to stay ahead of trends and not just follow what the other guys are doing.

“We use authentic old-school methods to distill our products starting with a corn mash and then using copper pot stills,” continues Engstrom.

“Once we have our ‘White Lightnin’ Moonshine, we blend it with fruits, juices, and flavors to make a variety of unique moonshines and whiskeys.”

Ole Smoky has more than a dozen different moonshine flavors in proofs ranging from 35 to 128, including Mountain Java, Strawberry Mango Margarita, and the on-premise favorite Blackberry. On the whiskey side, Ole Smoky offers just under 20 varieties, ranging in proofs from 35-100, including Peach and the popular Mango Habanero and Salty Caramel.

Engstrom says the brand’s wide range of proofs has definitely been a

selling point over the years. The recent low-ABV movement has only helped to propel the popularity of its lower-proof offerings. “Many bars are probably more willing to bring in our lower-proof items now for two reasons.

They know that there are consumers out there looking for lower-proof options. And, they are more willing to run shot programs or beer and shot combos with a lower-proof spirit as it just makes more sense from a responsibility standpoint.”

Ole Smoky continues to innovate and release new flavors. It’s set to launch a new Peanut Butter whiskey soon.

Peanut butter whiskey has become an unexpectedly popular and in-demand flavor thanks to the launch of 70-proof Skrewball Peanut Butter Whiskey, which was co-founded in 2018 by Cambodian immigrant and polio survivor Steven Yeng and his wife, chemist, and attorney turned spirits brand owner, Brittany Merrill Yeng. “It all started with a peanut butter-flavored cocktail I created at my restaurant and bar. Over the years, it became our signature drink,” says Yeng. “I knew that if we could create something even close to the original we would have a great shot at success.

Eventually, we created Skrewball, which we believe is better than the original cocktail.”

Since launching, Yeng has not only seen more peanut butter whiskeys popping up, but other unique flavors as well. “I have noticed a lot of demand for unique flavored whiskeys and I think that a lot of brands are starting to look for creative ways to start incorporating flavors into their products to help

Photos (this page): Ole Smoky Distillery.

Peach Lemonade

Peach Lemonade

barbizmag.com

The

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attention is being paid to the aging environment itself—similar to a discussion of terroir in the world of wine. “You’re seeing whiskey distillers all over the country in all these different aging environments and climates,” says Dietrich. “Here in central Oregon where we’re based, it’s high desert, we have 60-degree temperature swings in a day, no humidity. I can get a product in two or three years tasting like what it takes five to seven years in Kentucky or Tennessee.”

Experimentation has also extended into the makeup of a whiskey mash.

According to the Fact.MR report referenced earlier, whiskey manufactured from blended grain continues to lead market demand and offers promising growth opportunities—1.4 times growth through 2029.

But unique mashes don’t have to mean blends. In fact, Crater Lake Spirits has found success with its Crater Lake Rye—a whiskey unique for being distilled from 100% rye. “I think you’re seeing a rapid expansion into what is acceptable in the whiskey world,” says Dietrich. “You’re seeing all kinds of grains come in. You’re seeing a whole new category of American malt whiskies.

“We’re opening up the possibilities quite a bit on every level,” he continues.

“You look at source product, source grains, aging environments, styles being developed—everything is being opened up and redefined.”

Flavored whiskey has grown in popularity, and peanut butter has become an especially in-demand flavor.

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satisfy the demand,” he says. “Flavors can add a fun twist and make it more accessible to people who may not like straight whiskey.”

Distilleries making use of unique barrels and aging techniques are also contributing some unique flavors to the world of whiskey. Recently, Oregon-based distiller Crater Lake Spirits, which was founded in 1996, partnered with local Deschutes Brewery to launch Black Butte Whiskey, a 94-proof American malt whiskey distilled from Deschutes’ Black Butte Porter beer. Aged three years in #4 char American oak barrels, the resulting whiskey retains the malty, chocolatey notes of Black Butte Porter and woody, earthy flavors from the oak.

Given that all whiskey comes from “beer,” commonly known as “distiller’s beer,” which contains the same malted grain, water, and yeast that all beer has, Dietrich is surprised that more collaboration between distillers and brewers hasn’t happened sooner. “It’s a natural fit, and I fully expect to see more and more of this in the future from everybody,” he says. “We’re seeing more and more whiskies being aged in unique barrels. So you’re seeing crosspollination of used wine and beer barrels going to the distillers and they’re making whiskies from that. And you’re seeing it go the other way—beers and wines that are being aged in used whiskey barrels.”

In addition to barrel aging, more

mule20.com

Bar Business Magazine

Mule2.0_1-3Vert_AW_080817.indd 1

March 2020

8/8/17 5:12 PM

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Photos (this spread): Skrewball Peanut Butter Whiskey.

Authentic Moscow Mule The Easy Way!

BEHIND THE BAR: WHISKEY

Skrewed Irish Coffee

Passionate Skrew Margarita

1½ oz Skrewball Peanut Butter Whiskey 4 oz Hot coffee Heavy whipping cream, shaken till thickened

1½ oz Skrewball Peanut Butter Whiskey ½ oz Corralejo Reposado Tequila ½ oz Fresh lime juice 1½ oz Passionfruit puree

Warm hot drink glass with boiled water. Discard water.

Add Skrewball and coffee to glass, stir gently. Float thickened cream over top using a bar spoon.

Rim a margarita glass with salt and powdered cayenne pepper (or Tajin).

Shake all ingredients with ice in shaker.

Pour into prepared glass. Garnish with lime wedge.

It’s not just the spirit itself that’s being redefined—whiskey cocktails are undergoing change as well. “They have become much more approachable over the last few years,” says Engstrom. “More recently, with both the introduction of flavored whiskeys and a bar focus on a wider variety of whiskey cocktails, people are more willing to give it a try.”

All of the brands we spoke with, however, recommend starting with the classics as a foundation and making adjustments from there. “A great place for any mixologist to start is to just take established, classic drinks and enhance them,” says Yeng, who recommends using Skrewball in spirit-forward cocktails like an Old Fashioned, or even adding it to a hot or frozen cocktail.

Dietrich thinks Black Butte lends itself well to traditional Scotch cocktails like a Rob Roy or a Rusty Nail.

Engstrom points to Ole Smoky’s Mango Habanero as a great option for a spicy twist on a margarita, or Salty Caramel for a sweat addition to a whiskey sour. “Things like that are easy to execute and consumers love them,” he says. “I always say to just have fun with it.

There are no rules.” barbizmag.com

Soft Love 1½ oz Skrewball Peanut Butter Whiskey ½ oz Lemon juice ½ oz Lime juice 1½ oz Cranberry juice 1 Egg white Dry shake ingredients vigorously for a minute. Add ice and shake again for 30 seconds then double strain. Pour into chilled coupe.

All recipes courtesy of Skrewball Peanut Butter Whiskey

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HAPPENINGS April 2020

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APRIL 12 EASTER SUNDAY Break out the chocolate cocktails—even the adults deserve an Easter treat!

APRIL 19 NATIONAL AMARETTO DAY

1

Mix up some cocktails with this Italian liqueur.

APRIL 1 APRIL FOOL’S DAY Make a fake list of cocktails with ridiculous ingredients, and see if your guests notice!

A salty snack that’s the perfect accompaniment to any cocktail!

APRIL 1 RECORDS & INFORMATION MANAGEMENT MONTH Get your paperwork in order this month—especially if you haven’t filed taxes yet!

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All Photos: Shutterstock.com.

APRIL 26 NATIONAL PRETZEL DAY

HAPPENINGS

Upcoming

APRIL 2 NATIONAL PEANUT BUTTER & JELLY DAY

EVENTS

Add some peanut butter to your cocktails—maybe even some peanut butter flavored whiskey! For more on that, see page 10.

MAY NATIONAL RESTAURANT SHOW May 16-19, 2020 Chicago, Illinois

nationalrestaurantshow.com

APRIL 22 EARTH DAY

JUNE

Turn to page 34 for ideas on how your bar can be more sustainable.

BAR CONVENT BROOKLYN June 9-10, 2020 Brooklyn, New York

barconventbrooklyn.com

TEXAS RESTAURANT ASSOCIATION MARKETPLACE June 14-15, 2020 Dallas, Texas

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APRIL 14 NATIONAL PECAN DAY Go for some pecaninfused spirits or create a cocktail featuring the flavor.

tramarketplace.com

NIGHTCLUB & BAR SHOW (RESCHEDULED) June 22-24, 2020 Las Vegas, Nevada ncbshow.com

JULY TALES OF THE COCKTAIL July 21-26, 2020 New Orleans, Louisiana talesofthecocktail.org

APRIL 6 NATIONAL TARTAN DAY Today honors Scottish heritage, and what better way to celebrate than with a dram of Scotch whiskey?

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March 2020

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HOW TO Four marketing automation solutions every SMB should have in 2020.

MARKETING FOR A NEW DECADE

BY CHAD RUFF

• According to an infographic from Invesp, marketing automation drives a 14.5% increase in sales productivity.

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Bar Business Magazine March 2020

• Marketing automation can help guide sales and marketing teams to work together for a common goal.

• According to Invesp, 77% of users see an increase in conversions.

• Automation boosts ROI as many automation tools do the work of a large marketing staff.

• Marketing automation compiles a complete view of customer behavior.

If you’re interested in taking advantage of these tools but don’t know where to start, here are four marketing automation solutions that every SMB should have in 2020.

One-Stop Social Media Shop A social media management tool can be indispensable to small businesses trying to make the most out of their online presence. Having effective and timely social content is imperative in 2020. According to a recent study by Sprout Social, 77% of consumers said they are more likely to buy from a brand they follow on social media and 67% said they are more likely to increase spend with a brand they follow on barbizmag.com

Photo: Shutterstock/ Eny Setiyowati.

M

arketing automation isn’t a thing of the future—it’s very much a part of the here and now for small and midsize businesses (SMBs) across the world. However, there are a variety of marketing automation tools that many are unaware of and that have the ability to help SMBs reach customers in a timely and effective way. When it comes to customer reach, in order for SMBs to compete with larger firms, they need to approach their marketing plan with a strategic mindset.

Marketing automation not only provides important opportunities for interaction with the customer, but it can also save time. It’s no secret that time is a valuable resource, and that’s especially true when running a small business.

Time saved on marketing means being able to capture new business and have more time to commit to other vital tasks.

Here are just a few of the many benefits marketing automation provides:

HOW TO: MARKETING social media.

Securing a tool that will help them manage this important customer connection is an essential way to streamline your social media management. This type of tool prevents you from having to post at an exact time across multiple platforms and instead lets you schedule content in advance. That means businesses can plan their social media a week or month out, and not worry about interrupting their weekends, holidays, and busy workdays to post on socials.

These programs can also provide SMBs with the opportunity to create an organized posting strategy, analyze performance, and respond to customers across multiple platforms from one easy-to-use interface.

CRM with Email Marketing Capturing important customer information in one localized place can help you deliver an excellent customer experience and boost sales revenue. The right customer relationship management (CRM) software will be designed for SMBs and help you track all customer interactions and purchases. Some even offer predictive analytics technology that can help determine potential next steps and drive transactions.

You’ll also want a CRM that integrates email marketing automation, which will enhance the customer experience and increase the success rate of your email and follow-up campaigns. Email marketing is a fantastic way to reach customers because it requires the reader to opt-in and allows for several layers of personalization. According to the Data & Marketing Association, on average, marketers see a return of $32 for every $1 spent on email marketing, so having a CRM that facilitates this type of communication is imperative.

Customer Feedback Customer feedback is a vital way in which companies can improve, and small businesses can often achieve significant growth simply by soliciting (and heeding) the feedback of their customers. The challenge is that in-depth market research can be costly.

Enter the online survey! This tool will allow SMBs to gain valuable insights from customers without having to invest in lengthy market research programs. An online survey is convenient for the consumer and allows the data to be tracked and analyzed for insights.

Do your customers like your most recent product upgrade?

Is the packaging holding up during shipping? Do they feel the product was accurately represented online? How was their experience with your customer service associate?

All of these questions and more can be answered through a short online survey. Small businesses can even create different surveys for different customer interactions, allowing for customized feedback to propel growth.

Let’s Chat Chat is another marketing automation tool that can strengthen the customer journey. Through the power of artificial intelligence (AI), a chatbot gives a personalized barbizmag.com

experience and can field a variety of frequently asked customer questions directly from your website.

Chatbots can also gather customer data for future marketing efforts as well as help businesses reach their sales goals. A chatbot gives customers an instant response to their requests and has the ability to send links to purchase or transfer the customer to a live associate if needed.

The Year of Automation 2020 is here, and it’s time to embrace the tools that will set your business up for sustained success in the new decade.

Small businesses that invest in, and take advantage of, these four marketing automation solutions will be more likely to see the sales results and ROI they want this year.

Marketing automation offers a variety of benefits, including timesavings, the ability to drive more meaningful customer interactions that lead to transactions, and the opportunity to gain customer feedback and track behavior.

Chad Ruff serves as chief technology officer at Swiftpage, the provider of leading cloud-enabled CRM and marketing automation platform Act! (act.com). Chad is a graduate of Georgia Tech with a degree in electrical engineering and a minor in computer engineering. Chad also has an MBA with a minor in marketing from Georgia State University.

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HOW TO

HOW TO: FIRE SAFETY

FIRE SAFETY & SECURITY Learn to recognize hazards and the steps you can take to avoid a fire.

P

erhaps no other single issue stands out in a bar owner’s mind more than the safety and security of employees and clientele. Unfortunately, every year we learn of devastating fires in bars and clubs that result in the deaths of dozens of people trapped inside. Good bar and restaurant employers are serious about fire safety, proactive in providing safety training so that their employees can identify

Pro Tip Make cleanliness a priority—not just for health code reasons, but also for fire safety.

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hazards, and have a safety program in place to deal with issues as they arise.

Potential Hazards Brian Evans, CEO and president of Eastern Public, a New York City-based insurance claims and risk management solutions provider, says that when it comes to fire safety, bars and restaurants operate under a particularly precarious set of circumstances.

“Restaurants and bars typically require a substantial amount of industrial equipment to operate,” says Evans. “Electric or gas grills, fryers, ovens, microwaves, and large walk-in refrigerators/freezers tend to be the equipment that present potential fire hazards. But many others exist in a bar and restaurant setting.”

For instance, large duct systems can accumulate flammable grease. What’s more, electrical systems have to be specially designed to support the heavy loads typically introduced by commercial-

grade kitchen equipment. And as equipment is changed or added over time, the demands on the electrical service can change, which causes increased stress on systems that can lead to failure.

“Alcohol consumption is also a concern in business establishments that primarily rely on these types of sales.

Increased alcohol use can lead to negligence by patrons of the bar or restaurant,” says Evans. “We’ve handled situations in which catastrophic fires have occurred simply by leaving a lit cigarette in the wrong place like in an ashtray on a piece of lounge furniture.”

Other fire hazards in restaurants and bars can be in the way that supplies and goods are stored. Many cleaning agents and solvents can spontaneously ignite if stored incorrectly. And storage closets can be inundated with all types of materials that can present issues if piled around outlets or electrical switches.

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HOW TO: FIRE SAFETY

Whether it’s required or not, it’s wise to invest in sprinkler protection for a bar or restaurant.

management survey of the business be secured,” says Evans. “A formal analysis can provide the bar owner with an action plan that not only helps mitigate the risks that result in real property and financial business losses but also provides owners with the resources to efficiently respond to disasters when they occur.”

Fire and ventilation service companies, fire departments, as well as insurance providers, can provide assessments that can identify potential fire hazards in a bar.

Steps to Take Chuck Roydhouse, a retired professional firefighter, owner of Clean Sweep of Anne Arundel County, and president of Chimney Safety Institute of America, says that one of the biggest challenges facing bar owners regarding fire safety is

crowd overload. That’s why occupancy limits are endorsed.

“This limit is determined by the square footage or linear footage of the space, the number of available exits, and the distance needed to travel to an adequate exit,” says Roydhouse.

Here’s why occupancy load is so important: When you have a crowd and there are too many bodies per square foot and too many tables in that space, in the event of an emergency, people could stampede each other in an attempt to reach the exits.

Without a clear pathway to exit the building quickly, when the lights go out or they see smoke, people panic. They start running into each other, falling on each other, or piling up. And as a result, people can become trapped in the space.

At all times, bar owners should make

sure the exits are clearly marked and easy to access. This means they should never be blocked by anything.

“You also want to make sure that the doors you have installed always push from the inside out,” says Roydhouse.

“That way, if people are running to the door during an emergency, the pressure of the people piling up behind them won’t prevent them from being able to open the door.”

Whether it’s required or not, it’s also wise to invest in sprinkler protection for a bar or restaurant. Dollar for dollar, when a building is being constructed, it doesn’t cost very much when you’re putting in plumbing to put in sprinklers as well. Statistically, sprinklers extinguish 97% of fires in their incipient stage (the beginning stage), and the water damage is very limited.

“Without a sprinkler system, even if it’s a fairly small fire, chances are you’ll have so much smoke that it will damage your food and your stock,” says Roydhouse.

“Then, in addition to the cost and frustration of the cleanup, you’ll have to throw away all of your product.”

In addition to sprinkler systems, the cleanliness of a kitchen is paramount.

Quite simply, if grease builds up, the bar’s kitchen is at increased risk of fire.

As Roydhouse explains, all it takes is some heat and a flaring flame to ignite the combustible buildup and cause a rapidly spreading fire. Make cleanliness a priority—not just for health code reasons, but also for fire safety.

“The thing about kitchen fires is that they’re typically very quick moving because kitchen areas are typically very

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How To: Fire Safety crammed and full of things that will burn,” says Roydhouse. “Additionally, the floors are usually greasy as well, and as people try to exit to get away from the fire, they could slip and fall, causing a catastrophe.”

To prevent fires in the bar’s kitchen, it’s recommended that owners keep the grease hood and other cooking and frying areas of the kitchen clean. If deposits are allowed to build up on surfaces in the kitchen, when heat is introduced, the combustible buildup will start to bubble and could easily ignite.

If the fire starts in the grease hood, the flames could go up into the roof areas or any false ceiling areas. Because these areas are concealed, a bar owner might not even know they have a fire.

Tom Hart, fire/life safety engineer at Syska Hennessy and firefighter with the Yonkers, New York fire department, says that bar owners should provide fire protection systems based upon the equipment within the bar.

“In the kitchen, it is best to have an

Ansul fire suppression system or another clean agent system in the area of the cooking equipment,” says Hart. “An Ansul system over an open flame is the safest way to avoid fire loss beyond an appliance.”

While grease hood cleanliness and maintenance is vital, recommended maintenance should also include servicing all of the bar’s HVAC systems.

Here’s why: Often, the HVAC system will have units that link to the whole restaurant space. This means the ducts throughout the entire restaurant, not only in the kitchen, are susceptible to grease and dirt.

Hart says hood cleaning should be on a regular schedule (ideally, monthly) to maintain the hood’s efficiency and safety.

Another means of fire protection is the accessibility of fire extinguishers as per code. Fire extinguishers should be sized for the potential load within the kitchen and serviced monthly. In addition to fire protection, heat detectors connected to the fire alarm system should be installed to cover the

entire kitchen space.

One of the biggest mistakes Hart sees bar owners make as it relates to fire safety is a lack of egress maintenance.

“Too frequently an emergency exit is blocked by tables or extra chairs,” says Hart. “It is important to factor in fire safety when trying to maximize occupancy. All bars should have a fire safety plan.”

Another mistake is the lack of fire code compliance by performers. The worst bar and club fires have been started by pyrotechnics or special effects being used by performers. Hart says that’s why it’s necessary to know what live equipment is brought into the bar.

Performers also change the occupancy load for bars that are not designed for their equipment.

“Fire safety training should be a part of onboarding for all employees, not just in October, which is Fire Safety Month,” says Hart. “It is important for all employees to know the bar’s systems and procedures.”

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opgolf Entertainment Group’s venues connect nearly 100 million fans in meaningful ways through technology, entertainment, food and beverage, and the belief that Topgolf is an entertainment destination where one can discover common ground no matter the occasion.

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gaming, climate-controlled hitting bays, a chef-driven menu, hand-crafted cocktails, corporate and social event spaces, and more. Topgolf venues entertain more than 20 million guests annually at nearly 60 locations across the U.S. and internationally.

In order to offer guests the ultimate sports and entertainment experience across all venues, Topgolf searched for

an advanced video and content distribution system by transitioning from consumer televisions to immersive and durable commercial displays. The goal was to create a customizable display solution with a longer shelf life and an exceptional warranty. Additionally, expenditure on replacement units would decrease and reliability would increase while guests enjoy a real-time, barbizmag.com

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Topgolf enhances the customer experience through digital signage.

TUNING UP

Topgolf can control, manage, and deliver content to displays at each venue—all over a single network cable.

dynamic visual solution.

With a growing number of venues, Topgolf wanted to identify digital signage and software solutions that would be durable, reliable, and allow simultaneous control of content delivery and display management in an innovative fashion.

The displays would need to accurately and clearly present the rich colors and vivid details, while splitting the screen into three sections to accommodate varying content needs. More importantly, the displays would need to seamlessly connect to one another for quick, easy use from a central location.

Topgolf enlisted a number of partners, including LG Business Solutions, to create a solution called SAVI Canvas. This software was developed by the SAVI Controls team to run exclusively on LG’s award-winning webOS Signage platform, an operating system that is embedded across its smart commercial displays. More than 10,000 LG webOS displays have now been installed in more than 50 Topgolf venues.

SAVI Canvas combined the power of SAVI Controls with LG’s webOS technology to enable Topgolf to control, manage, and deliver content to displays at each venue—all over a single network cable. This provided the required nucleus to build a one-of-a-kind solution with a significant amount of flexibility for Topgolf. This solution also met Topgolf’s need for a tripane display feature that can simultaneously show DIRECTV programming, digital signage content, and the Topgolf game on a single portrait display.

“On the front end, the user interface provides great options,” said Byron Baird, Vice President, Sales, SAVI Controls. “For instance, a manager can use ‘facility view’ to quickly and easily control all the different displays throughout

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LG’s hybrid outdoor displays were specifically selected for their reliability, picture quality, and customizability. SAVI developed new custom mounts and enclosures, which LG certified for warranty purposes, providing Topgolf improved ongoing service and support for the display hardware. Topgolf now has the flexibility to display broadcast

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Manager, LG Business Solutions USA. “It’s thinking through how to bring better functionality, better user experience, more graphics, enhanced colors, and all of that energy and excitement to the table.”

The implementation of the LG displays and SAVI Canvas solution not only enabled Topgolf to manage displays remotely, but also significantly reduced the failure rate and replacement labor overhead of previous consumer displays.

Topgolf can also now introduce new virtual games, Ball Flight Track and Jewel Jam, with its Toptracer ball flight tracing technology that appears in one of the three panes within the LG display. Topgolf continues to add new games that are currently in beta testing and development.

The first installation of the SAVI Canvas solution at a Topgolf venue was in the fall of 2017 in Nashville, Tennessee. The success of that installation convinced Topgolf to replicate the partnership between SAVI Controls and LG’s webOS solution in all 54 existing locations and new venues going forward, beginning with the Orlando, Florida location.

“We made the decision to look for a partner who can help migrate us to a commercial display solution that can withstand the turnover and have more ability for us to automate the content on the screens,” said Scott Lovejoy, Topgolf Entertainment Group Vice President of Technology Innovation.

The SAVI Canvas and LG webOS system is now synonymous with the Topgolf brand identity, which is most notably defined by the “look of the Topgolf teeline.” LG and SAVI Controls are key elements of this cool factor, which guests have come to know and love.

All partners agree the collaboration is a game-changing, win-win scenario for the Topgolf organization. Customers continue to enjoy the ability to keep up with sports and other TV programs, while at the same time, having a unique entertainment experience. Topgolf enjoys a platform that helps the company to achieve its business goals and high standards of performance and aesthetics. barbizmag.com

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SUSTAINABILITY

Seeking

SUSTAINABILITY

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T

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he Conference Board, in collaboration with Nielsen, recently released a global survey of more than 30,000 consumers in 64 markets on their views about sustainability. According to the survey, eco-friendly practices rank as the top feature that most influences consumers’ brand choice. In addition, most consumers associate sustainability with environmental issues like recycling and alternative sources of energy.

SCALING SUSTAINABILITY BARRIERS The Conference Board maintains, however, that sustainability becomes a meaningful brand differentiator only when a consumer’s core purchasing criteria of price, function, performance, quality, and convenience are fulfilled.

The survey says the top two barriers to consumers buying into sustainable products and brands are price premium and lack of awareness and trust about sustainability claims.

“We feel that there has been an increased demand for transparency around sustainable work practices throughout the supply chain,” says Kay Yoder (CSP, CHP), vice president, Environmental, Health, Safety & Business Continuity at Southern Glazer’s Wine & Spirits, a distributor of beverage alcohol. “Suppliers and customers are not only focused on when the product gets to the destination, but also on how the product gets to the destination. In the hospitality industry, many businesses are facing increased pressure from customers and stakeholders to be more sustainable and environmentally responsible. Customers are exercising their power through their purchasing habits, and organizations are responding by developing products and services that are demonstrably more environmentally friendly, and also looking for low-carbon energy solutions.”

Caledonia Spirits, a Vermont-based craft distillery, has deep roots in agriculture and recognizes the need to “walk the talk” when it comes to sustainability.

“Sustainability is at our core,” says Kala Rojko, marketing manager, Caledonia Spirits. “The bees and local agriculture that we rely upon need a healthy landscape to flourish. Being rooted in barbizmag.com

SUSTAINABILITY Vermont, we value open space and clean air. It seems only right that our business practices reflect that appreciation.”

Aside from meeting demand head on, The Conference Board advises a few steps in order to overcome the top sustainability deterrents of price and lack of trust: Innovate. Offer new benefits that consumers value, which can reduce sensitivity to price.

Collaborate. Partner with other businesses on efforts like developing and sharing recycling technologies in order to keep prices down.

Communicate. Seek certification from independent organizations about their environmental and social practices. In addition, communicate your bar’s sustainability benefits in concrete terms.

A LOOK AT BRANDS DEDICATED TO SUSTAINABILITY, AND PRACTICES THE ON-PREMISE CAN IMPLEMENT. SOUTHERN GLAZER’S Southern Glazer’s recently took big steps to better communicate its dedication to sustainability by highlighting its environmental efforts in its 2019 Corporate Social Responsibility Report (CSR) for the first time.

“We strive to be a leader in every aspect of beverage alcohol distribution.

We recognize that we have a responsibility to reduce the company’s environmental impact with respect to our facilities, warehouses, and fleet,” says Yoder. “Our sustainability initiatives help us to minimize our energy and raw material inputs while simultaneously maximizing our outputs of distributed product to customers.”

Some of Southern Glazer’s sustainability efforts include: Waste Management. With regard to

waste management, we have focused our efforts on diverting recyclable material from the landfill,” says Yoder. “Our total recycled tons of solid waste from 45 locations increased 32% between July 2017 and June 2019 compared to the same period in the previous year.”

Southern Glazer’s also has a box recycling initiative. “In the majority of our markets, we take back boxes from customers to keep them from getting into the landfills,” says Yoder. “Our warehouses reuse what boxes we can, and recycle the ones that are not reusable.”

Energy-Efficient Warehouses.

Southern Glazer’s has recently focused in on energy-efficient designs for its warehouses, including updating its most energy-intensive systems of lighting fixtures. “Moving forward, all new warehouse designs and existing warehouse updates will include LED lighting and other energy-efficient technologies such as timers and photocells,” says Yoder. “Focusing on LED lighting, which uses approximately 75% less energy than incandescent, as well as timers/photocells that reduce energy use during times of inactivity, will continue to reduce our electricity consumption.

“We are also evaluating the implementation of solar panels in facilities where it makes sense.”

Yoder cites the example of Southern Glazer’s Phoenix, Arizona warehouse, which converted to LED lighting and saw a 91.5% decrease in annual energy use for a total 1,210,000 kWh saved annually.

Efficient use of conveyors also plays a significant role in energy savings. “To minimize conveyor energy consumption, we are installing energy-efficient conveyor motors that are demonstrating an increase in productivity and efficiency by 3-5%. Furthermore, we are installing “sleep mode controls” on the conveyor systems that will turn conveyors off during times of inactivity to save energy, reduce noise, and extend the mechanical life of the equipment,” explains Yoder. “The company is also moving away from the use of propane fork lifts. All newly acquired forklifts are powered electrically.”

Fleet Emissions. Southern Glazer’s fleet transportation team has installed technology and implemented programs March 2020

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SUSTAINABILITY minute idle shut off on all diesel engine trucks, installed governors to control exceeding a particular mile per hour, and installed tire pressure regulators to increase miles per gallon. “Ultimately, the reduction in idle time and increase in miles per gallon across a fleet of 2600 trucks will significantly reduce our CO2 emissions over time,” says Yoder. “With regard to vehicles beyond our delivery trucks, we are currently assessing the use of electric vehicles,” says Yoder.

Raw honey is the distinguishing ingredient in each of Caledonia Spirits’ products.

Photo: Caledonia Spirits.

designed to reduce emissions, increase fuel and route efficiency, and safeguard the wellbeing of employees. In addition, Southern Glazer’s instituted a five-

CALEDONIA SPIRITS Founded by Beekeeper Todd Hardie and Distiller Ryan Christiansen, Caledonia Spirits has worked hard to stay connected and local while making thoughtful, landcrafted gin. “We were founded on a vision to support working landscapes and local agriculture by making Barr Hill craft spirits from regional raw materials,” says Rojko. “Our spirits include Barr Hill Gin, barrel-aged Tom Cat Gin, and Barr Hill Vodka, which is made 100% from raw, northern honey.”

Caledonia Spirits’ commitment to sustainability runs deep, and the company works to integrate it into the everyday.

“That means making our own tinctures utilizing local foods, having smart facilities aimed at efficiency, and creating minimal waste,” says Rojko. “We don’t want it to stop at our large-scale measures, but rather work to incorporate it every day.”

Here are some of the environmental strides the company has been making: Sourcing Locally. Caledonia Spirits starts with supporting local agriculture and farmers. “Using ingredients from our local agriculturalists is an essential part of our sustainability efforts,” says Rojko. “Local farms protect our lands and have a lower carbon footprint than outsourcing. Additionally, it helps us stay connected to the land and agriculture around us. We love nothing more than when a farmer brings us something new to work with. Sometimes it may be distilled into a new spirit, or it may be used in a new cocktail.”

Solar Power. Caledonia Spirits

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SUSTAINABILITY recently debuted its new, 27,000-squarefoot, solar-powered distillery in Montpelier. “The distillery rooftop’s solar panels supply enough energy to completely offset the production of both Barr Hill Gin and Tom Cat Gin,” explains Rojko. “Additionally, all of our stillage is sent to local biodigesters, which create renewable energy. The move to Montpelier also allowed Caledonia Spirits to reduce water usage by 83% per case of gin that is produced in the distillery.”

Bee’s Knees Week. Caledonia Spirits’ annual nationwide cocktail fundraiser celebrates the classic Bee’s Knees cocktail and supports organizations who protect bees and other pollinators. “In 2019, over 1,000 bars participated and raised more than $30,000,” says Rojko. “This will result in observational, educational beehives throughout the country through our partnership with The Bee Cause.”

Caledonia employees also donate money throughout the year to area nonprofits. In 2019, they raised $60,000.

ON-PREMISE PRACTICES For bars looking to increase their sustainability efforts, Caledonia Spirits recommends sourcing local ingredients, which contributes to highquality results. “Not only is it fun to work with these ingredients, but it is also sustainable and supports local agriculture,” says Rojko.

Southern Glazer’s says to analyze your material or energy workflows as well as your waste streams. “As it pertains to utilities (electricity, gas, water, etc.), understand what equipment is utilizing the utility, analyze the trends in usage, and look for ways to conserve use through work practice changes, or where cost effective, implement new technologies to be more efficient,” says Yoder. “For waste streams, they should identify raw material inputs (food, cardboard, glass, plastic, etc.), understand how each raw material is being utilized in the work process, and where the materials are ending up (reused, trash, recycled, etc.). Once the waste streams are categorized, they will

be able to make the necessary adjustments to conserve materials or dispose of materials in a more sustainable way.”

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MENU

P

eople typically associate menus with restaurants and food—not bars. They assume bars don’t need a menu since the focus is on drinks and a smaller food offering. But that is not true. If you want to build a successful bar, it starts by building a successful menu.

A restaurant menu is intended to show customers what is being sold, at what cost, and most importantly, why they should buy it. For your bar, the menu needs to be more than a list of the food and drinks you serve. A menu has the potential to influence your customers’ decisions, making it one of the most powerful selling tools your bar has.

As you embark on the adventure of designing a menu for your bar or perhaps redesigning your existing one, there are tips to help ensure you develop the best menu possible. Here are some keys to building a successful menu.

FOCUS ON THE DESIGN When you are ordering food from a bar, the last thing you want is a confusing, overly detailed menu. Customers expect a clear and succinct menu. Keep in mind, the simpler the better. It all starts with the size of the menu, as this will determine the placement of dishes on the page. Not to mention, menu size influences the way a customer views the menu. The most efficient length is two pages. If you have a single-page menu, this can encourage snacking and keep people from ordering entrees. If you have more than two pages, you begin to lose the ability to influence the customer’s decision.

According to research, people tend to look at certain areas of a menu first and other areas last. Typically the top of the menu is looked at first, followed by the bottom, and finally the middle of the menu. In light of this, put your highmargin items at the top of the page. You can attract the gaze of the customer by adding in shading, coloring, or bolding.

Patrons tend to avoid the most expensive and least expensive items on a menu. Therefore, it is best to offset these dishes next to one another.

Speaking of cost, it is imperative that you lower the customer’s pain of

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March 2020

Menu MOJO

THE KEYS TO BUILDING A SUCCESSFUL RESTAURANT MENU.

BY SALEEM S. KHATRI

payment, namely prices. A good menu should not lead customers to the price with a line or list of items. Instead, try removing dollar signs from your menu.

This can help decrease the association of price with money and make customers more likely to buy higher ticket items.

The final element of the design is categories. A successful menu is well categorized. This helps to guide customers to a decision. Split items into broad categories such as appetizers and entrees. Then split each category into sub-categories such as chicken entrees or vegetarian options. barbizmag.com

MENU

Photo: Shutterstock/ frantic00.

TOP MIXOLOGISTS FROM AROUND THE COUNTRY CHOOSE THIS SEASON’S MUST-HAVE COCKTAILS.

PROVIDE DESCRIPTIONS A well-crafted menu description can increase a guest’s satisfaction with their meal. There are four types of descriptions: brand name, location, sentimentality, or sensory. The type of description you use should be based on the identity of your bar or restaurant. barbizmag.com

Here are some examples for each type: Brand Name. Try associating the product with a well-known brand name like Dr. Pepper BBQ sauce instead of BBQ sauce.

Location. Describe the dish based on the origin of the ingredients. For example, change cheddar cheese to

Wisconsin cheddar cheese.

Sentimentality. Use names, like grandma or mom, that might evoke a fond memory that will increase perceived value.

Sensory. Leverage adjectives to describe the item, like rich, velvety, delightful, etc.

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EARL GREY GIN

The Telegraph Game 1.5 Part Coit Earl Grey Tea Gin 2 Part Twisted Alchemy Cold Pressed Grapefruit Juice .25 Part Twisted Alchemy Cold Pressed Persian Lime Juice 2 Fresh Basil Leaves 1 Sugar Cube Garnish with Fresh Basil Leaf on top Method: Muddle 2 Fresh Basil Leaves, Sugar Cube and Fresh Lime in a Mixing Glass, add ice and remaining ingredients to shake. Strain all ingredients into a wide mouth Martini Glass and Garnish with a basil Leaf.

Created By: Niccole Trzaska From Drinks By Niccole

INVENTORY

NEW HOLLAND RACES INTO THE ACTIVE BEER SPACE

THANKS TO ELYSIAN BREWING, THE 2020 OUTLOOK IS HAZY

New Holland Brewing craft brewery and distillery based in Holland, MI announces the launch of Lightpoint Functional White Ale, its first “active pursuits” beer.

Lightpoint is designed to provide a refreshing and responsible postpursuit experience that is uncompromising in flavor— without the added calories, ABV, or carbohydrates. Featuring coconut water, orange peel, and raw honey, Lightpoint White Ale is tastefully brewed with natural ingredients and local Lake Michigan water. There are just two grams of carbs and only 86 calories per 12-ounce can. “We all look forward to the light point in our day or in our workout,” said Adam Dickerson, New Holland brand manager. “Here in West Michigan, the sunset over Lake Michigan [pictured on the can] symbolizes that moment of rest. After a day of hard work or a lakeshore run, the setting sun provides us with a beautiful moment to breathe it in and re-energize. That’s our Lightpoint.”

Elysian Brewing, a premier nationwide brewer, lifts the hazy beer category with the launch of Contact Haze, with unexpected sensory dimensions.

Inspired by the eclectic worlds of 1950s science fiction, which upended social and narrative norms, Elysian is set to push the boundaries of hazy, flavor-forward IPAs. Double dry hopped in fermentation, the beer is brewed to keep the haze in suspension during its entire shelf life.

Elysian brewers used a combination of Southern Passion, Sabro, El Dorado, Mosaic, Citra, and Sultana hops for a truly unique flavor featuring the tastes of raspberry, currant, guava, and passion fruit. At 6% ABV, this hazy IPA has a lighter composition, is more approachable, and has a less bitter flavor profile than other IPAs.

Lightpoint

Contact Haze

newhollandbrewing.com

elysianbrewing.com

HAVE YOUR PICKLES AND DRINK THEM TOO Salvadili

Holla Spirits has teamed up with craft pickle company Epic Pickles to create Salvadili, a pickle-flavored vodka that combines a sweet sensation with a hint of spice. Salvadili begins with Holla’s original vodka then adds Epic’s fresh dill pickle brine and spices. Naturally gluten-free and non-GMO, the pickle-flavored vodka is ideal for Bloody Mary’s, martinis, shots, and pickle backs. Salvadili is available in glass or in Holla’s “on-the-go” pouch. “We are thrilled to partner with Epic Pickles, a craft producer and Pennsylvaniabased neighbor that is as fanatical about their products as we are about ours,” said Holla Spirits President Patrick Shorb. “The name ‘Salvadili’ is a perfect fit for this collaborative vodka creation, as it represents how we’re irreverently re-imagining the spirits industry for the next generation.” hollaspirits.com

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barbizmag.com

INVENTORY

DIXIE SOUTHERN VODKA ANNOUNCES NEW PARTNERSHIP WITH LYKES CITRUS

LONERIDER SPIRITS RELEASES ITS SECOND COLLABORATION WITH LONERIDER BREWERY

Craft vodka Dixie Southern Vodka announces the expansion of its farmer partner program with a collaboration with Florida-based Lykes Bros. Inc. Dixie recently began sourcing hand-picked Valencia oranges from Lykes Citrus for its Dixie Citrus Vodka. “When we started exploring single-farm partnerships for Dixie Citrus Vodka, we found the best Florida fruit from one of the oldest and most storied growers in the state, Lykes Bros. Inc., which also happens to have South Carolina roots,” says Matti Christian Anttila, CEO of Grain & Barrel Spirits and creator and owner of Dixie. “It’s an honor to be able to work with ingredient partners such as Lykes, which have the same level of commitment to quality and passion that we do.”

Lykes joins a growing list of partners across the Southeast working side-by-side with Dixie to bring the best of the flavors of the South from farm, grove, and hive to bottle.

Lonerider Spirits, sister craft distillery of award-winning Lonerider Brewing Company, released its second collaboration between the two companies—a liqueur named Choklat.

Choklat is 30% ABV and distilled from the Lonerider Brewery’s GABF and World Beer Cup medal-winning mash bill for Sweet Josie Brown Ale. “This latest collab is a locally sourced chocolate liqueur that mixes well with everything—you can enjoy ‘Choklat’ in a cocktail, over ice, or mix it in a recipe for brownies, cookies, or cakes,” said Chris Mielke, president of Lonerider Spirits.

Dixie Citrus Vodka

Choklat

dixievodka.com

loneriderspirits.com

Featured

PRODUCT

CONECUH BRANDS RETURNS IRISH WHISKY TO NORTH AMERICA J. & J. McConnell’s Irish Whiskey

After 90 years, Conecuh Brands is returning McConnell’s Irish Whisky to North America. Originally established in Belfast, Ireland in 1776 by two brothers, John & James McConnell, McConnell’s is the oldest whisky brand ever to come from Ireland. McConnell’s enjoyed great popularity in the U.S. from the late 1800’s right through the early part of the 20th Century, when it ran into hard times as a result of U.S. Prohibition. Ultimately closing its Belfast Distillery in 1958, the brand went dormant, until now recovered by Conecuh Brands. The brand worked with Great Northern Distillery to recreate the whisky, while work is being done on its new distillery in Belfast, Ireland. McConnell’s Irish Whisky is a robust, smooth whisky with hints of vanilla, nutmeg, and other spices. The 42% ABV, five-year-old blend is aged in American Oak barrels. conecuhbrands.com

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AD INDEX

COMPANY

CONTACT

INVENTORY COMPANIES

21

2TOUCHPOS

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25

AMI ENTERTAINMENT

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CONECUH BRANDS conecuhbrands.com

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BAR CONVENT BROOKLYN

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BARMOBILE

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BISH CREATIVE

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COGOBUZZ

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COIT SPIRITS

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3

CUTTING EDGE

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CWD

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EZ-SQUEEZE

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36

F’REAL

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HOSHIZAKI AMERICA

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30

MERCER CULINARY

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MULE 2.0

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31

NATIONAL REST. SHOW

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9

OLE SMOKY DISTILLERY

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8

PARSE POS

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42

POLA MARKETING

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27

PUREPOUR

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C2

RUMCHATA

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33

SAVAGE & COOKE

savageandcooke.com

29

SHIFT4

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23

SHIMMERSCREEN

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24

SOMNIUM WINE

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26

TATER KEGS

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32

TBNA

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TOOTERS PROMOTIONS

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TWISTED ALCHEMY

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13

ULTIMATE BARS

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19

WONKYWARE

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11

5

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DIXIE SOUTHERN VODKA dixievodka.com ELYSIAN BREWING elysianbrewing.com HOLLA SPIRITS hollaspirits.com LONERIDER SPIRITS loneriderspirits.com NEW HOLLAND BREWING newhollandbrewing.com

TO ADVERTISE IN BAR BUSINESS MAGAZINE, CONTACT ART SUTLEY 212-620-7247 ASUTLEY@SBPUB.COM

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March 2020 Bar Business Magazine

47

Q&A with CHARLES VAUGHN

1

Tell us about LeSin Vodka.

From the beginning, LeSin Vodka was crafted to be a craft mixologist’s delight. We went old school and decided to craft the purest vodka while holding true to our passion of being an ultra-premium French vodka.

LeSin Vodka uses only pure deluxe winter wheat and artesian spring water from the Gensac spring in the Charente department of France—think Cognac, France. The quality and passion is noticed immediately when you taste the vodka. I wanted a tripledistilled wheat vodka that was smooth and balanced. I wanted you to know from the moment this vodka hit your tongue that this was not a massproduced brand.

2

PRESIDENT/FOUNDER OF LESIN VODKA

C

harles Vaughn has over twenty years of experience in the liquor business. In June 2008, Vaughn sat down to think about creating a new vodka. He settled on creating LeSin Vodka™, The World’s Sexiest Vodka, and set out to recreate what it means to be sexy. LeSin Vodka is 100% sourced and produced in France from authentic French-sourced water and wheat. LeSin Vodka also exclusively uses French suppliers for its silk labels, boxes/cases, cork tops, and bottles. LeSin Vodka is distilled in the heart of Cognac, France, along the banks of the Charente River. The chief distiller comes from a family of distillery artisans dating back several generations. Vaughn is also the lead consultant at 40-80 Spirits Group and the owner of Blue Lava Tequila.

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What is the Seven Deadly LeSins Signature Cocktail Experience?

The experience of LeSin Vodka is to immerse yourself completely into the sexy, seductive, alluring, confident, or indulgent vibe you are usually seeking, on some level, when you enjoy life.

The Seven Deadly LeSins is exactly that experience. We’ve taken the original seven deadly sins and “embellished” them for today’s vibe. In a nutshell, the Seven Deadly LeSins campaign is a fully immersive 360 concept whereby you’re completely in the experience. Seduction is covered from A to Z—not merely a pretty cocktail with a cute name. This is an event. Rinse and repeat for each Deadly LeSin. Our plan is to create these Seven Deadly LeSin experiences all over the United States. You can plan for an evening of Seduction or Indulgence or Passion, etc. Each evening will be themed accordingly, and the particular Deadly LeSin experience will rule the night.

3

LeSin is launching something new.

Can you tell us about it?

I’ve got something very exclusive and special in formulation. I can’t really speak too much on the point right now, other than to say this will be 100% authentic French, 100% authentic exclusive, 100% authentic sexy, and 100% delicious to the palette. This offering is sure to be a chef’s delight and the folks in Las Vegas are loving the concept and are happy to be a part of the formulation process. Let’s

just say this holiday season will have something new to enjoy!

4

Have you observed any particular vodka trends?

The most disturbing trend I’ve noticed in the vodka space is there’s hardly been anything new in the ultrapremium vodka category to really get excited about—as a consumer. It’s time for a new player to rise to the levels of the other French vodka groups. LeSin Vodka is that vodka. On the other hand, the mixologists around the world have done an amazing job of keeping things fresh and creative. They’ve certainly blown us away with their creative concepts in craft cocktails. We decided to match their passion and creativity by making LeSin Vodka so pure that they embrace it as that “something new” to compliment their creative genius.

5

Why should bars bring in LeSin?

First of all, I think every establishment should seek out new, unique, and quality products for their customers. Week in, week out, more of the same is simply just “the same.”

LeSin Vodka’s marketing plan is to work hand-in-hand with the accounts.

We realize that it’s a two-way street and for us to succeed is predicated on them succeeding. Much like bartenders get uber creative when thinking up new cocktails to make, LeSin Vodka’s team gets involved and creative when working with accounts to package how we can grow together—get more customers in the house, more cocktails poured, and more profit per pour.

6

Advice for how to best use vodka?

Vodka, as a category, is quite universal. As such, the opportunities are extremely wide and deep for what can be done with vodka. Create more 360 experiences—think cigar pairings, food pairings, hot and cold pairings, etc. Embrace these creative bartenders/mixologists. Encourage them to try the weirdest things you’ve ever thought of or could think of. This is actually how I came to the concept that I referred to earlier that I will be coming out with later this year. barbizmag.com

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BAR BUSINESS MAGAZINE provides nightclub and bar owners, operators, and managers the chance to find out what is going on in the industry, and more importantly, how to benefit from it all. Each issue includes our signature “how-to” columns with detailed, step-by-step instructions on various ways to improve your business through aesthetic alterations, managerial practices, marketing strategies, and more.

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