in the Mix Winter 2015-16

Vol. 46 Winter 2015

I N N OVAT E

I N D U L G E

E X P L O R E

Joe Smith SENIOR VICE PRESIDENT OF SALES AT MONIN

Where I shake hands with old friends

and make new ones.

I can taste what’s new and

learn one-on-one from

master producers. Because my craft is an ongoing study and

hospitality is my life.

Tony Abou-Ganim | Las Vegas, NV The Modern Mixologist Attendee since 2008

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Separate registration and qualifications required for BAR. ©2015 National Restaurant Association. All rights reserved.

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PUBLISHER’S LETTER

Focus Shifts to Millennials

Reshaping of the Hospitality Industry – Designing for Millennials

As we in the hospitality industry share our perspectives on the near future, we turn our attention to the various generations of guests and of course, the focus shifts to Millennials.

Millennials tend to be early adaptors and are perceived as rebellious and adventurous consumers. So watch out, operators and brand companies – things are going to change.

Why Millennials? Well, that’s pretty obvious: According to the U.S. Census Bureau, the population forecasts show that the Millennial generation, ages 18-36, is projected to number 76 million this year, surpassing the estimated 75 million Baby Boomers as the nation’s largest living generation.

By 2020, the Millennial generation will make up 50 percent of the workforce.

Millennials currently represent 25 percent of the population and $200 billion in annual spending.

FACTOIDS: Millennials are drinking more wine and less beer. Those that are drinking beer prefer craft varieties.

During any given hour, there are over 200,000 Millennials drinking alcohol. If given their choice, they are drinking at restaurants that offer an eclectic variety.

One out of every three Millennials prefers vodka to other liquors.

From the way it’s packaged to the way it’s perceived, wine is being turned upside down by the Millennial generation. Millennials now make up approximately 30 percent of the wine-drinking population in America.

As the industry attempts to move its product offerings to meet the needs of Millennials, we should not ignore the consumer power of the Baby Boomers and Generations X and Y. Boomers represent 44 percent of the U.S. population and buy 49 percent of total consumer goods. The 50+ age segment consists of close to 100 million consumers, and they still like traditional media.

“Research has shown that personality, values, attitudes, interests and lifestyles of today’s guests are similar, regardless of age,” according to Matthew Marin, associate editor at Hotelbusiness.com.

So the moral of the story is, Millennials are important and need to be addressed for the long-term, but don’t forget the other generations in the short-term.

“ Ninety-five percent of Millennials say their friends are the most credible source of product information.”

– Jay Baer

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EDITOR’S LETTER

As this issue comes out, we are fresh from our in the Mix B4 Summit meeting (Building Better Beverage Business) at The Cloister at Sea Island, and we have recapped all the exciting events that took place. Top suppliers and operators from around the country convened on the island for three days of learning, networking and fun.

We celebrate a few things Italian in this issue.

Ed Korry writes about winebased amari, vermouths, quinquina, chinato and Americanos – a must-read Mike Raven, Managing Editor, in the Mix Media article to learn more about this increasingly popular segment of the business. Tony Abou-Ganim’s character, George, takes a trip to visit Venice and discover the Sgroppino, a digestivo that was created there. We also feature vermouths and amari in the Ultimate Beverage Challenge segment.

We have four fabulous interviews in this issue, starting with our cover story featuring Joe Smith of Monin syrups. Then Billy Bush and Smoke Wallin talk about their new product, Beach Whiskey; read about our get-together with adventurous Trinchero Family Estates vintners Joel Gott and Charles Bieler; and don’t miss the Take 5 with Bobby G, master mixologist for Beam Suntory.

Have a great holiday season and, hopefully, we won’t get as much snow as last year!

Don’t forget you can always see this and past issues of in the Mix on ITMmag.com.

Mike Raven Managing Editor, in the Mix Media

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For more information or to purchase please contact: Michelle Pae Gardner, Vice President, National Accounts, Terlato Wines

•

paegardnerm@terlatowines.com 407-496-7405

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48 26

INNOVATE 26. Interview with Progressive Trinchero Vintners Charles Bieler and Joel Gott 48. Cover Story Interview – Joe Smith, Senior Vice President of Sales at Monin 64. Wine Quiz – The Virtual Reality of the Tech Industry 70. Technology – Drinks on Demand

by Adam Billings

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84. TIPS – Education vs. Training

by Trevor Estelle 90.

Preview of the 2016 VIBE conference

92. Take 5 Interview with Bobby G., Master Mixologist for Beam Suntory 97.

Legal Journal

98. Crossword Puzzle

by Barry Wiss, CWE CSS, of Trinchero Family Estates

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e c i N d n a y t h g u Na

Try a cinnamon toast shot tonight!

1 OZ RUMCHATA + 1 OZ JACK DANIEL’S TENNESSEE FIRE PLEASE ENJOY RESPONSIBLY.

RumChata®, Caribbean Rum with Real Dairy Cream, Natural and Artificial Flavors, 13.75% alc./vol. Produced and Bottled by Agave Loco Brands, Pewaukee, WI 53072. Please Enjoy Responsibly. RUMCHATA and CHATA are Registered Trademarks of Agave Loco, LLC. JACK DANIEL’S and TENNESSEE FIRE are registered trademarks of © 2015 Jack Daniel’s Properties, Inc. All rights reserved. Used with permission.

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76 72

INDULGE 24.

RumChata recipes

56. Ultimate Beverage Challenge reviews amari and vermouths 58. Vermouths, Quinquina, Chinato, Amari and Americanos

by Ed Korry, CHE CSS CWE 72. Beer at Breakfast? Martinis in the Morning?

by Mike Kostyo 76. Branching Out: Consumers Want More Than the Same Old Beer and Cider Selection

by Jack Robertiello 94. Life’s a Beach – Beach Whiskey™ invites you to find your place in the sun.

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18

30 86

EXPLORE 18.

he Adventures of George: The Sgroppino T

by Tony Abou-Ganim

30. The B4 Summit, Building Better Beverage Business™ 66.

Society of Wine Educators conference

68. Making the Rounds With Helen Benefield Billings – Heaven in Hell’s Kitchen 86. Hospitality Executive Exchange conference

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CONTRIBUTING WRITERS

Media Print

Tony Abou-Ganim, known as “The Modern Mixologist,” is an accomplished bar chef and consultant who has created several original cocktail recipes, including the Cable Car, Sunsplash and Starlight. He has recently authored his second book, Vodka Distilled (Agate Surrey, publisher).

Edward Korry is an associate professor and chair of the Beverage & Dining Service Department in the College of Culinary Arts at Johnson & Wales University, Providence, R.I. Edward carries many certifications as well as being president of the Society of Wine Educators and an executive board member of the U.S. Bartenders’ Guild Master Accreditation program.

Adam Billings is the director of Creative, Technology and Innovation at IMI Agency, a full-service marketing agency in the hospitality industry. He manages adult beverage programs for chain restaurant, hotel and concession clients.

Digital

Web

Video

PUBLISHER Don Billings EDITORIAL AND DESIGN Editor – Michael Raven Designed by – Connie Guess, ThinkWorks Creative Copy Editor & Proofreader – Christine Neal Associate Editor – Celeste Dinos Associate Editor – Helen Benefield Billings ADVERTISING SALES mike@itmmag.com EDITORIAL AND BUSINESS OFFICE 1196 Buckhead Crossing, Woodstock, GA 30189 PHONE 770-928-1980 | FAX 770-517- 8849 EMAIL mike@itmmag.com WEB ITMmag.com

in the Mix magazine is published quarterly by IMI Agency. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without written permission from the publisher.

Travel and hospitality industry writer Helen Benefield Billings has been with in the Mix since its inception in 2004. Helen lives in her native childhood home of Sea Island, Ga. when not traveling or attending industry functions with her husband, Don.

in the Mix is exclusively operated and owned

by Incentive Marketing Inc. SUBMISSIONS Incentive Marketing Inc. assumes no responsibility for unsolicited manuscripts or photographs.Visit our website, intheMixMagazine.com, for guidelines on how to submit inquiries or contact our editors.

Jack Robertiello writes about spirits, cocktails, wine, beer and food from Brooklyn, New York.

His article is courtesy of Flavor & The Menu. www.getflavor.com

Larry McGinn, Partner Celeste Dinos, Partner Don Billings, Founding Partner

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Three Olives® Vodka. 40% Alc/Vol. (80 proof). Distilled from Grain. ©2015 Proximo Spirits. Jersey City, NJ. Please drink Three Olives® Vodka responsibly.

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The Adventures of George

by Tony Abou-Ganim

THE SGROPPINO 18

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henever George finds himself in Las Vegas, he always tries to make time to eat at one of his favorite off-The Strip restaurants, Nora’s Italian. Last time he was there, George met Gaston, who works behind the bar and who made one of the best Negronis George ever had.

“George, how’ve you been, my friend?” Gaston asked, as George settled onto his bar stool.

“I’m great, thanks, but I’ll be better once you make me one of your wonderful Negronis,” George replied.

“Coming up! We also have the bone-in veal chop tonight, if you’re hungry,” Gaston said, as he handed George a menu and began making his Negroni.

George looked over the menu but already knew he would be having the veal chop, and the only decision would be what else he would order to accompany it. Gaston handed George his cocktail and a bowl of their housemade potato chips.

“Any questions?” Gaston inquired.

“I think I’ll start with the arancini, followed by a Caesar salad and the veal chop parmigiana, with a side of spaghetti alla puttanesca,” George requested.

“I hope you’re hungry!

Anything else?” Gaston joked.

“Yes: a bottle of Tignanello and two glasses,” he responded.

The arancini were crispy, gooey and went perfectly with George’s Negroni. His Caesar salad arrived just as he finished the cocktail.

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“Ready for the Tig?” Gaston asked. “It should be amazing with your veal chop.”

“Absolutely, and make sure you pour yourself a glass,” George replied.

The veal chop arrived in all its glory, cooked perfectly with a Parmesan cheese crust, and the side of spaghetti alla puttanesca, with anchovies, olives and capers was a meal in itself. As Gaston suggested, it went great with the big, rich, fruity Tignanello. As hungry as he was, he realized he might have underestimated the amount of food he ordered, as he finished the last bite of veal.

“Nice job,” Gaston commented. “Did you save room for dessert?”

“Amazing meal but I’m stuffed. I don’t think I could eat another morsel!” George submitted.

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“Let me make you a Sgroppino; it’s a digestivo that was created in Venice. It loosely translates to the ‘little un-knotter’ and is meant to ‘un-knot’ the stomach after an enormous, rich meal,” Gaston explained.

George watched as Gaston put lemon sorbet, vodka and Prosecco into a stainless steel bowl, whisked it into a smooth, creamy consistency and poured it into a pair of chilled Champagne flutes.

“Cin cin!” Gaston toasted George, handing him a glass.

George found it to be sharp and refreshing – it cleansed the palate and helped settle his stomach, but mainly it was just plain delicious. “This is the perfect ending to a wonderful meal. Thank you so much for introducing me to the Sgroppino,” George proclaimed.

George finished his drink, paid his check and thanked Gaston for his wonderful hospitality.

“George! Good to see you. Let me get you a table,” Claudio welcomed him.

“See you next time you’re in town, and if you find yourself in Venice, make sure you drink a Sgroppino for me,” Gaston expounded.

“I’ll have a Bellini and Carpaccio, per favore,” George requested. It felt good to be back in Venice, sitting inside the famous Harry’s Bar, drinking a Bellini. George realized how fortunate he was to be able to experience so much of what life has to offer.

George had no plans to be in Venice anytime soon, but being a bon vivant who loves Venice, Harry’s Bar and the newly-discovered Sgroppino – he thought, why not?

George checked into the Belmond Hotel Cipriani and took the water taxi to St. Mark’s Square. He headed straight to Harry’s Bar for a Bellini and a plate of Carpaccio.

“Ciao, Claudio! How are you, my friend?” George greeted the barman.

“So what brings you to Venice?” Claudio inquired.

“I missed you and your wonderful Bellinis,” George joked. “And I’m in search of the city’s best Sgroppino.”

“For Sgroppino, you need to go to Taverna San Trovaso in Dorsoduro, just over the Grand Canal,” advised Claudio.

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George thanked Claudio and finished his Bellini.

Then he headed out on the short walk to find Taverna San Trovaso, for a late lunch and the famous Sgroppino.

Just over the Accademia Bridge, George located the restaurant. After being greeted by the maître d’, he was escorted to a table, presented with a menu, and he ordered his first drink.

“Aperol Spritz, per favore,” George ordered.

The waiter brought him his Spritz and took George’s dinner order. “For the antipasti, Caprese di Bufala; then Spaghetti alle Seppie Nere, for the primi; and then, the Branzino,” George requested.

George had finished the salad and the spaghetti with cuttlefish, when the waiter returned to check on him. “Come è tutto?” inquired the waiter.

“Fantastic! Can I have a Sgroppino before the sea bass, per favore?” George inquired.

The Sgroppino arrived in a chilled Champagne flute, and with the first sip, George understood the perfection of this simple drink. It immediately refreshed his palate, invigorated his appetite and proved to be the ideal intermezzo.

George finished his wonderful lunch with a final Sgroppino and walked back to Saint Mark’s Square for the short boat ride back to his hotel, where a muchneeded nap was in his future. He knew he would sleep contentedly knowing he had discovered the birthplace of what would surely become one of his favorite new libations. Grazie, Venice!

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TAG’S SGROPPINO 1 pint

lemon sorbet, slightly softened

4 oz

vodka, from the freezer

1 oz

limoncello, also from the freezer

8 oz

chilled Prosecco

In a mixing bowl whisk sorbet until smooth, add vodka, limoncello and cream, and continue to whisk.

Add chilled Prosecco and stir to blend completely. Transfer to a pitcher and serve in well - chilled Champagne flutes. Garnish with a small sprig of mint or fresh lemon zest.

– Recipe from Vodka Distilled – The Modern Mixologist on Vodka and Vodka Cocktails

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A DV E RTO R I A L

This winter season let RumChata brand rum cream bring the most memorable flavors to your customers. RumChata is made with real dairy cream, cinnamon, sugar and vanilla, and is then expertly blended with five-times distilled Caribbean rum.

RumChata mixes perfectly with the season’s cold weather traditions such as hot chocolate, eggnog and coffee, in addition to these special seasonal cocktails:

RumChata Gingerbread Martini 11/2 parts 3 4 / part 3 4 / part 1 3 / tbsp

RumChata Spiced light rum Ginger liqueur Ginger spice

Combine all ingredients in shaker with ice. Shake, strain and enjoy.

RumChata Pumpkin Pie Martini 2 parts RumChata 1 part Vanilla vodka 1 part Pumpkin liqueur (or substitute with 3 tbsp pumpkin pie filling)

Dash Cinnamon Shake with ice and strain into martini glass. Sprinkle with cinnamon.

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A DV E RTO R I A L

RumChata Eggnog Latte 2 parts RumChata 2 parts Low fat eggnog 2 parts Steaming espresso Dash Nutmeg Steam RumChata and eggnog in espresso maker, or heat in microwave or in pan on stove, stirring constantly. Pour into a coffee mug; add espresso and dust with nutmeg.

Cappuccino RumChata 2 oz RumChata Splash Amaretto

Steaming hot coffee Combine in a coffee mug.

Add amaretto for extra sweetness if desired.

Mint ChocoChata Martini 2 parts 1 part 1 2 / part

RumChata Chocolate Vodka Green crème de menthe

Shake and pour over ice in martini glass, or swirl ingredients into a shot glass.

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– INTERVIEW WITH –

c n i h r e T r o e v V i s i n s e t r n g ers, o r P

CHARLES BIELER & JOEL GOTT – BY MIKE RAVEN –

I had the chance to meet with Charles and Joel at the Palm Restaurant, inside the Westin Buckhead Hotel, on their swing through Atlanta. They had been on a weeklong tour of major markets with representatives from Trinchero Family Wines.

MR: You guys are the kings of the approachable wine – Three Thieves, The Show, and Bandit. How did you get into that?

Charles Bieler: I don’t think there was any grand plan that that’s where we wanted to end up. When I started, I certainly didn’t have any money and I thought it was more exciting to find little treasures and values that you don’t spend much money on. But then, holy cow, I would have spent twice as much on that. To me, that turns me on. Any dummy with a big bank account can find a great wine if you spend enough, but what’s the discovery, really. If you spend a hundred bucks, it better taste good.

So it’s exceeding expectations. That was probably the original kernel and one thing lead to another. But we all focus almost exclusively on the value tier. It also helps that the majority of wines sold in America are in that tier.

MR: We were talking earlier that whatever wine you make, at any tier, you want it to have that “wow” value factor.

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CB: Absolutely.

MR: You’re not afraid to blind taste against anyone in your tier?

CB: NO! In fact, we encourage it every time, please.

At the end of the day, that’s what matters: the customer experience.

MR: Joel, I was looking at the Three Thieves website and they said you were the “quintessential winery brat” – their words, not mine. I guess you grew up in the business.

Joel Gott: It’s more so just making fun of me because I grew up in wineries. My dad was a winemaker and I grew up in cellars where my first jobs were pulling hoses and cleaning tanks. So, I guess if you grew up on a dairy farm, you would be a dairy brat, right? I just grew up around the industry – my grandfather was in it, my dad was in it, so it is just part of my life.

“ My dad was a winemaker and I grew up in cellars where my first jobs were pulling hoses and cleaning tanks. ...

I just grew up around the industry – my grandfather was in it, my dad was in it, so it is just part of my life.”

– JOEL GOTT

MR: Joel, I see you released an Oregon Pinot. Is that what I’m drinking here (in my glass)?

JG: No, that would be California Pinot from Santa Barbara and Monterey.

MR: Didn’t I see you made an Oregon Pinot?

JG: Yeah, three years ago we started making Pinot up in Willamette Valley because I saw a lot of compelling wines coming out of there. We’ve also been making Winter 2015 • itmmag.com

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Pinot Gris up there for five years. Again, just because the Pinot Gris we see from there are really distinct and have a great balance of acid and sweet fruit, really fun to drink. So I just got into it and dove in with both feet. We don’t have all the answers but we’re making some pretty fun wines.

MR: Charles, do you still have that pink Cadillac you used to drive around promoting your Routas Rose?

CB: That (Routas) was my dad’s original winery. He sold it in 2005 – he got an amazing offer he couldn’t refuse. I sold the car in 2003 or 2004. At the time, it was good riddance as this thing was breaking down left, right and center. I’m no mechanic and impatient as hell, so I couldn’t take it anymore. Actually, I was in Colorado Springs and it needed another repair, so I told the guy, “If you pay this repair bill, you can have the damn car.” Of course now, I’m like wow, shouldn’t have done that. I’ll forever be remembered as the pink Cadillac guy years later.

MR: Joel, you got into some things other than the wine business.

You and your brother purchased The Palisades Market, and took over and rebuilt the historic burger stand, Taylor’s Refresher, and renamed it Gott’s Roadside. Still putting out those killer burgers and shakes at Gott’s?

JG: Yeah, I spend a lot of time dealing with the restaurant and love it. We have an amazing team there. We expanded the menu – we’re kind of known as a hamburger and milkshake place, but – JOEL GOTT that’s changing. We have four of them now. It’s a great team, and really fun and challenging to work with food as well as wine.

MR: Joel, you’re just a blending fool. Why do you like to blend wines so much?

JG: It started as a way to build complexity in the wines.

Honestly, that’s what it is. You work with 10 vineyards and you kick out two or three of them, and you find the best six or seven of them. They start to match well together and you get some saturation of flavors that interlock with one another.

MR: Anything you want to say to our readers that sums up your attitudes on wine?

CB: There’s a lot of wine out there and for these very personal pursuits that we are involved in, you tend to see that more in the high-end wine production. Where we are more trying to replicate high-end production and execution with scale, with wines that are deeply personal, with our names on them and with a price point that people (high-end vintners) don’t usually play in. To me, that’s really important. It’s commonplace to get north of $20, where for our wines, it’s not.

JG: I would add into that, the practice that both Charles and I are doing with our wines is that we are trying to exceed expectations. We don’t want people to buy them just because of our labels, even though we like our labels (laughing). We want them to have a glass of wine and say, “I have no idea what that is, but I love it.”

“ We are trying to exceed expectations. We don’t want people to buy (our wines) just because of our labels ... We want them to have a glass of wine and say, “I have no idea what that is, but I love it.”

MR: Charles and Charles Rose – it’s one of the best sellers in the country, right?

CB: For a domestically made Rose above $10 retail, it’s the number one selling. The category has a bigger presence on the import side, mostly from France, but I think we’re proving you can have the subtlety and finesse in a Rose made right here in the U.S. of A. 28

in the Mix Magazine

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The patio of the elegant Cloister at Sea Island.

By Don Billings, publisher

This past month, in the Mix magazine (ITM) had the great pleasure of hosting the third B4 Summit, held this year at The Cloister at Sea Island, Georgia. The event is a prestigious gathering of leading hospitality operators, beverage brand suppliers and allied industry

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associates. “B4â€? is an acronym for Building Better Beverage Business ™, and the idea of holding summits was conceived in recognition of a need to address the changes taking place in our industry.

At this conference, we took a look at some of the ways the on-premise national chain operators and beverage brands can take positive action to grow their beverage businesses. To accomplish this, ITM in conjunction with IMI Agency, brought together a group of speakers who are experts in their fields to share their knowledge in very specific areas of creative thinking and innovative concepts, beverage consumer fundamentals, guest interaction and educational training initiatives. Throughout the summit, participants were exposed to an expanded spectrum of services emerging from IMI, with the vision of linking on-premise campaigns to larger brand strategy marketing solutions. The ultimate takeaway was valuable actionable ideas and resources to bring back to their respective companies for implementation.

The summit provided numerous networking opportunities and events for shared goals, intelligence, competencies and experiences, while offering participants opportunities to build relationships with the other B4 guests and sponsors.

Dessert anyone?

Joe and Deanne Smith enjoying the opening night cocktail party.

in the Mix magazine has grown into a media business solutions national business that includes print, digital, video, web, event and mobile service applications. We use a rifled approach to reach our audience of national hospitality buyers, F&B managers, unit general managers and executive chefs.

Our subscribers include approximately 6,000 restaurant units, 2,500 hotels, 300 concession venues as well as 2,000 corporate headquarters. This is extraordinary for a niche market B2B publication that is exclusive to the on-premise national accounts segment of the hospitality business.

Products from the sponsors of the B4 Summit.

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KEYNOTE

KEYNOTE SPEAKER,

DON PEPPERS, founding partner, Peppers & Rogers Group

EXTREME TRUST

Recognized for more than 20 years as one of the world’s leading authorities on customerfocused business strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centric management consulting firm.

With

co-author

Martha

Rogers, Ph.D., Peppers has produced nine international bestsellers. Collectively, well over a million copies have sold, in 18 languages.

Don Peppers opened our summit with the subject focus on extreme trust and building strong relationships with clients.

Technology changes the very dimension of business competition, whether it’s between B2C or B2B. Interaction occurs both ways between two parties, relationships are interactive and successful relationships generate trust.

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Don Peppers giving his keynote speech on extreme trust.

Larry McGinn, president of IMI Agency, introduces the keynote speaker.

Don Billings, publisher of in the Mix, kicks off the B4 Summit.

KEYNOTE

Mike Raven, managing editor of in the Mix, addresses the attendees.

NOTE: Don Peppers’ presentation can be viewed on the in the Mix website, www.itmmag.com.

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SEMINARS

“ CONSUMER COMMERCE IN AN OMNI-CHANNEL WORLD” PRESENTED BY

MARIE W. MUI, senior vice president and regional sales manager, Wells Fargo Bank

ROBERT GATES, vice president, Wells Fargo Bank

Marie Mui is a senior vice president and regional sales manager with Wells Fargo Bank, Treasury Management and Wholesale eReceivables. Marie has over 20 years of combined banking, e-commerce and payments application experience. Marie and her team are responsible for designing and implementing omnichannel payments solutions that improve customer enduser experience while helping businesses automate on the back end.

Marie Mui and Robert Gates, giving their “Consumer Commerce in an Omni-Channel World” presentation.

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Robert has primary responsibility for providing electronic receivables expertise. Robert consults with wholesale banking customers on the entire invoice-topayment process, looking for ways to add efficiencies while reducing cost, increasing working capital and minimizing risk exposure.

Marie

and

Robert’s

presentation

discussed

what consumers want and expect, which is anytime, anywhere and any-channel access to you. The focus was on the hospitality sector, and the speakers provided a roadmap to help our operators achieve a more robust interaction. Omni-channel consumer engagement outperforms the competition.

NOTE: Wells Fargo’s social platform presentation can be viewed in full on the in the Mix website, www.itmmag.com.

THE WINE EXPERIENCE

“ THE WINE EXPERIENCE –

INSIDE THE MIND OF THE MILLENNIAL”

PRESENTED BY

ERIC HEMER, senior vice president, director of Wine Education at Southern Wine and Spirits, certified wine educator, master sommelier, master of wine

JAYNE PORTNOY, vice president of Marketing & Brand Strategy at Napa Technology Jayne Portnoy and Eric Hemer

This presentation and discussion initiated in The Cloister at Sea Island wine cellar, with an introduction by Ryanne Carrier, Sea Island director of Wine & Spirits. The tasting then took place up in the Spanish Lounge and included an array of wines in a series of Napa technology wine stations, selected by participating wine brands.

The presentation focused on the economic juggernaut of the soon to be 80 million Millennials of drinking age, most of whom are big champions of wine.

It concentrated on getting to know the Millennial generation and what their behavior trends and taste profiles are.

Along with that, the strong trend of technology through automation from tablet to table was also discussed.

NOTE: The full presentation is available on the in the Mix website, www.itmmag.com.

Ryanne Carrier, Sea Island director of Wine & Spirits, welcomes a group to the Cloister’s wine cellar.

Mike Raven and Carolyn White of Trinchero Family Estates, enjoying “The Wine Experience.”

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G LO B A L

“ GLOBAL BEVERAGE TRENDS – MENU ADAPTATION” PRESENTED BY

MAEVE WEBSTER, senior director of Datassential

NOTE: Maeve’s full presentation can be viewed on the in the Mix website, www.itmmag.com.

Datassential is a leading consultant for foodservice manufacturers and operators. Maeve has spearheaded hundreds of major industry studies during her 15 years as a foodservice specialist, and today designs and manages both consumer and operator-based studies in Datassential’s strategic research group. Maeve’s expertise is in the areas of trend analysis, market assessment, consumer behavior, product testing and brand optimization.

Maeve’s topics covered alcoholic and non-alcoholic beverage trends, as well as the menu cycle of drinks from inception, adoption and proliferation, to ubiquity. She used examples of recent trends such as hard root beer, cider, mead, Prohibition-era cocktails and cocktails on tap.

She also discussed the road to innovation and experimentation in global flavor trends from smoked, spicy and bitter flavors, to barrelaged spirits and creative mocktails.

Maeve Webster of Datassential drives home a point about global beverage trends.

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T E C H N O LO GY

“ VIRTUAL HOSPITALITY” PRESENTED BY

ADAM BILLINGS, Technology & Innovation, IMI

ANNIE EATON, CEO, ATLvr

JAKE LANCE, creative director, ATLvr

Adam teamed up with Annie and Jake from ATLvr (IMI’s virtual reality partner) to demonstrate the latest in this new technology.

Fly through the agave fields to the Patron tequila distillery, experience the process of making bourbon with Jim Beam Devil’s Cut, and discover virtual reality postcards by Marriott Hotels. Virtual reality is making a move from gaming to the mainstream. The applications are endless but it’s the branding and education opportunities that are making all the noise.

B4 Summit guests were able to experience virtual reality firsthand with these industry-first exclusives.

Annie Eaton sets up a guest for a virtual reality experience.

Please feel free to contact Adam Billings at adam@imiagency.com or www.atlvr.com

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A N A LY T I C S

“INSIGHTFUL PERSPECTIVE�

PRESENTED BY

ADAM BILLINGS, Technology & Innovation, IMI

WITH

SCOTT RILEY, CEO, Fintech

NIKHIL (NIK) KUNDRA, co-founder and CEO, Partender

BRENDAN REILLY,

The next generation of corporate beverage buyers is using data analytics to manage their beverage programs and the results are impressive. This seminar explored three leading technologies that drive innovation in purchasing behavior, inventory control and sales analysis. B4 Summit guests discovered how fresh insights allow them to capture the time-value of data and act with confidence.

Please feel free to contact Adam Billings at adam@imiagency.com or visit vimeo.com/channels/987188 to learn more.

CEO, GuestMetrics, LLC

Left to right: Scott Riley, Nik Kundra, Brendan Reilly and Adam Billings

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GET SOCIAL

“SOCIAL INTELLIGENCE” PRESENTED BY

JASON PAGE, Creative Director, IMI AND

COLLEEN SISLER Production Manager Creative Services, IMI

Colleen Sisler and Jason Page of the Creative Services Department at IMI Agency presented “Social Intelligence – Leverage Social + Add Value.”

Jason began the session by defining a few terms, outlining top active platforms relevant to our industry, and numbers of users in not only social but mobile as well. He then moved into social listening – what the operators, brands, and our guests want, and a few insights into what we can learn from listening. Colleen followed by speaking about digital marketing and using social to support our initiatives with basic marketing principles that apply to the digital world. She spoke about moving away from strict “old-world” demographics and toward tribe behavior, with help from comedian Lewis Black. We saw an in-depth example of social in action with the B4 Summit charity of choice, CORE. Finally, the session finished by offering a toolkit IMI Agency uses, as well as a few takeaways we can move forward with now. Reach out to IMI Agency to find out more!

Jason Page and Colleen Sisler, IMI

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THE GEORGIAN

DINNER IN THE GEORGIAN ROOM AND THE SPEAKEASY COCKTAIL PARTY

We had a group dinner in the magnificent Georgian Room, a Forbes Travel Guide Five Starrated restaurant at The Cloister.

After dinner, everyone was given a Prohibition-era cocktail with a secret password frozen inside of the ice. All the guests then entered the Georgian Lounge, proceeded through black velvet curtains behind the bar into the back-ofhouse kitchens, and down a hall into a secret speakeasy party complete with a jazz band playing and roaring 20s’ specialty cocktails to choose from.

Dinner in the Five Star Georgian Room.

THE SPEAKEASY

Tony and Charlotte invite the guests into the speakeasy.

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Mark Greenhalgh, IMI; Brittany Chardin, Movers and Shakers Beverage Consultants, Inc.; and Christina Moore, E&J Gallo, enjoying the party.

Below: The speakeasy party

Eric Brown, Mellow Mushroom, and Jessica Kirby, Young’s Market Company

Mike Ryan, Kimpton Resorts, Charlotte Voisey and Tony Abou-Ganim

THE GEORGIAN

Left: The band plays tunes in the speakeasy way.

Gary Prell, Centerplate, and Sue Mills, E&J Gallo

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THE COSMO

“HISTORY OF THE COSMOPOLITAN COCKTAIL” PRESENTED BY

TONY ABOU-GANIM

One of the really fun things we did was to bring all of the B4 guests into the Beach Club’s movie theater and watch a feature video on the history of the cosmopolitan through the eyes of Tony Abou-Ganim and Dale DeGroff, featuring an award-winning cast of industry players. Everyone received perfectly prepared cosmos (Absolut Citron, Cointreau, Ocean Spray Cranberry Juice and fresh lemon juice) along with bags of popcorn, as we watched a classic cocktail reborn. The video productions were broken into three vignettes: “What Makes a Classic,” “The Wrong Way to Prepare a Cosmopolitan” and “The Correct Way to Prepare a Cosmopolitan.” Tony then followed onstage with a presentation to reinforce the fact that the cosmo is a true classic and if prepared properly, is still one of the great cocktails of all time. This was clearly shades of the “Tony & Tina’s Negroni” production from the last B4 Summit.

Tony Abou-Ganim tasting one of his cosmopolitans.

Scott Hempstead, Boston Beer Company, and Charlotte Voisey,William Grant & Sons, gather their cosmopolitans for the presentation.

Cosmopolitans expertly prepared for the guests of the “History of the Cosmopolitan Cocktail” presentation.

NOTES: No introduction is necessary for Tony Abou-Ganim and Dale DeGroff. They are at the “top of the heap,” as Frank Sinatra would croon. www.themodernmixologist.com www.kingcocktail.com The videos are available for viewing on the in the Mix website, www.itmmag.com.

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The group enjoying the movie and Tony’s presentation.

This was an interactive competition with operators divided up into four teams. Each team was given two secret food ingredients and a primary spirit with which to create an appetizer and cocktail pairing from one of four channel hospitality categories: casual dining, fine dining, concessions and hotels. Some team members worked on the food preparation and execution in the kitchen, while others worked on the pairing cocktail at a catering bar setup.

The teams were given 45 minutes to come up with their creation. The cocktail winner was the crowd favorite for mixology and the judges selected the best culinary and best pairing. We had so much fun we forgot who won.

MIX IT UP

MIX IT UP – THROW-DOWN

The stage is set for the Mix It Up – Throw-Down.

The master of ceremonies was Patrick McGinn, IMI. The mixology correspondent was Tony Abou-Ganim, The Modern Mixologist.

The culinary correspondent was Mark Greenhalgh, IMI.

Master of Ceremonies Patrick McGinn, IMI

THE JUDGES WERE: MIKE RAVEN, managing editor, in the Mix magazine LAUREN LAVIOLA, director of COREgives.org CHARLOTTE VOISEY, head of ambassadors for William Grant & Sons BRITTANY CHARDIN, head shaker, Movers & Shakers Beverage Consultants, Inc. SCOTT HEMPSTEAD, director of On-Premise for Boston Beer.

Lauren LaViola, CORE, and Charlotte Voisey discuss cocktail pairings.

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MIX IT UP

MIX IT UP – THROW-DOWN

The final group of cocktails for judging.

Tony Abou-Ganim wishes Mary Melton, P.F. Chang’s, good luck.

Tony Abou-Ganim asks Shannon Battista, IMI, about her cocktail.

Charring the garnishes for that finishing touch.

Mike Ryan, Kimpton Resorts, and Brandon Wise, Sage Hospitality, contemplate their creation.

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Left to right: Christoph Roshardt,Wolfgang Lindlbauer, both of Marriott International, and Mark Greenhalgh, IMI

MIX IT UP

Garnishes supplied by Dress The Drink.

The winning cocktail was mixed by Cloister bartender Nicole Irish and Shannon Battista, IMI (center). Sue Mills (left) and Christina Moore (right), representatives from the spirit sponsor, New Amsterdam Pineapple.

Daniel Hoffman, Marriott International, working on his team’s dish.

Hilary Leister, IHR, cutting up fresh lobsters for her team’s dish.

David Neves, IHG, working on a sauce.

Dave Hatcher, Sodexo, and Guy Rigby, Four Seasons Hotels & Resorts, prepping.

Brian Yost, Live Nation Entertainment, getting started in the kitchen.

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CORE

CORE

The B4 Summit, on behalf of in the Mix magazine, IMI and all of the B4 sponsors, has selected CORE as our nonprofit charity for the 10th year. A check for $5,000 was presented to CORE at the summit. CORE received an additional $4,000 from the auction that was held, in which Sea Island auctioned off a resort package.

The final bidder was Brendan Reilly, CEO of GuestMetrics. Thank you, Brendan, for your continued support of CORE.

Joe Smith, left and Lauren LaViola, right, present an award to Sherry King, center, CFO of IMI, for her years of charitable work as the accountant for CORE.

Children of Restaurant Employees, or CORE, is a 501(c)(3) charitable organization funded by donations from the food and beverage industry and individual donors. One hundred percent of the funds raised are used towards CORE’s mission of providing support to children and families of restaurant employees who are experiencing or afflicted by life-altering circumstances.

You can visit www.COREgives.org

to see what awesome work is being done

by Lauren LaViola, executive director for CORE, the hospitality industry board of directors and CORE’s sponsors.

Above: Don Billings presents a check to CORE on behalf of the B4 Summit, to Joe Smith and Lauren LaViola.

Right: Lauren LaViola, executive director of CORE

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Every marsh-inspired tee box and every graceful sway of Spanish moss create a round that won’t easily be forgotten. Three championship courses. Three of the top 50 teaching pros. A world-class performance center. And endless experiences to enjoy right here, from walks on our five miles of private beach, paddleboarding and kayaking, to rejuvenation at our Forbes Five-Star spa. Learn more at seaisland.com.

6:15 pm 13TH HOLE, SEASIDE COURSE, SEA ISLAND

You CAN ALMOST HEAR

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Home of Two of the Top Ten Resorts in The Continental U.S. for Three Years in a Row

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door.

Experience more at seaisland.com 866-987-0082 Winter 2015 • itmmag.com

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– INTERVIEW WITH –

JOE SMITH Senior Vice President of Sales at Monin

Joe Smith has over 40 years of sales and management experience in the food and beverage industry. Prior to joining Monin, his career included major accomplishments in sales and sales management positions at Ocean Spray Cranberries, Inc. and Hills Bros. Coffee.

Since joining Monin, Joe has restructured the Sales and Customer Service departments, and implemented a strategic business development plan that included adding the Sales Operations department and expanding staff in the Beverage Innovation area. Under Joe’s leadership over the last 15 years, Monin has been awarded many beverage excellence honors by valued 48

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customers and organizations. These include the Cheers Small Non-Alcoholic Beverage Supplier of the Year award nine years in a row, and Vibe’s Non-Alcoholic Supplier of the Year award for 2010 through 2014. Additionally, Outback Steakhouse named Monin Supplier of the Year for four consecutive years, and Darden has bestowed on Monin the William B. Darden Award. In 2014, Joe received the Sixth Annual Millennium Advisory Board (MAB) Icon Award. The award recognizes his positive impact in the hospitality industry.

Joe is the senior vice president of Sales at Monin and is responsible for all sales in the United States, Canada and the Caribbean. Also reporting to Joe is the Sales Operations department as well as Customer Service. He is currently the chairman of the board for CORE (Children of Restaurant Employees) and an active member of ABI. A graduate of Northeastern University, Joe resides in Boston/Florida.

I had the chance to meet with Joe at the in the Mix / IMI Agency’s B4 (Building Better Beverage Business) Summit meeting at the Cloister Hotel on Sea Island.

Mike Raven: Thanks for taking the time to meet with me, Joe. How long have you been with Monin?

Joe Smith: I am about to start my 15th year with Monin.

MR: The first question is why do so many famous hotels and restaurants trust in Monin and use your syrups and flavorings?

JS: We are very fortunate to have wonderful customers who trust Monin because of our proven track record of delivering quality in every aspect of our business.

With over 100 years of tradition, we strive to provide innovative, customized and on-trend solutions that generate a high level of trial, sales and ultimately support a successful beverage program.

With our team of beverage innovation directors (BIDS), we create tailor-made solutions that fit the unique needs of each customer. From seasonal recipes to operational efficiencies, our focus is on the customers’ goals and objectives.

Blood Orange Basil ‘Rita INGREDIENTS Ice 2 leaves Fresh basil 1 ¼ oz Premium reposado tequila ½ oz Grand Marnier 1 oz Monin® Blood Orange Syrup 2 oz Sour mix

GARNISH OPTIONS Orange wheel Basil leaf

PREPARATION 1. C ombine ingredients in shaker in the order listed.

2. Cap and shake vigorously.

3. Strain over fresh ice in serving glass.

4. Garnish.

With over 100 years of tradition, we strive to provide innovative, customized and ontrend solutions that generate a high level of trial, sales and ultimately support a successful beverage program.

MR: How many flavors does Monin make available in the U.S. market?

JS: We have over 150 flavors today across our range of products, including premium syrups, gourmet sauces, fruit purées and fruit smoothie mixes. Our flavor experts are always evaluating trends from around the world to make sure we deliver fresh new flavors that generate excitement and new ideas for our customers’ menus.

MR: If a customer wants to try using Monin for the first time, what flavors on the short list would you suggest to him?

JS: That really depends on the application. For example, mango is a great flavor for a cocktail or iced tea but I wouldn’t suggest it for a specialty coffee application.

If a customer is looking for something with a slightly different profile, we would offer one of our sweet and savory flavors that would work well in a variety of beverages and culinary applications. We ask a lot of questions, and based on the response and customer’s objectives, we deliver on-trend flavors that fit with our customer’s brand personality and menu goals.

We can offer flavors for taking a margarita platform to new heights with flavors like peach, raspberry, pomegranate and desert pear. If tiki-style cocktails are what you are after, we offer a lineup of exotic flavors such as passion fruit, ginger and coconut.

Seasonality plays a significant role on menus. This is where gingerbread, pumpkin and peppermint are sure winners.

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The great thing about our product portfolio is that we can provide an easy-to-execute solution to any beverage need a customer may have. Alcoholic or nonalcoholic, kids’ beverages to adult mocktails, hot or cold, iced or frozen – we have a product that will generate excitement, trial and profit.

MR: Your website is superb. I imagine a lot of restaurateurs use it for recipes and ideas. Do you get a lot of positive feedback from it?

JS: We recently launched a newly-designed website, Monin.com (October 2015). It is a great place to find tips, recipes, seasonal ideas and new applications for our products. You will also find company background and detailed product information. Staying relevant with our customers is very important to us and our blog is a platform for our chefs and our BIDs (beverage innovation directors) to share their latest creations and inspiration.

MR: Monin is constantly reacting to new trends and flavors.

Your list of new products is always full of them. How do you keep up with everything?

JS: Staying on top of consumer demand is critical for us and we strive to be ahead of the trends that drive demand.

Monin’s Flavor Forward Process allows us to identify these upcoming trends and emerging flavors by taking a 360-degree view of the global environment and determining how it affects our industry. Additionally, Monin’s proprietary consumer research gives us unique insight into what consumers are looking for. Monin products are distributed in over 145 countries today and are supported by 19 BIDs and 89 brand ambassadors who provide a global perspective on what is happening around the world.

We will have some new and exciting syrups and fruit purées to share with you in 2016!

MR: A lot of cocktail enthusiasts talk “always-fresh” ingredients.

How does Monin work in those parameters?

JS: Because we use only the finest ingredients in our syrups, they actually work to brighten and accent the flavor of fresh ingredients. So combining fresh ingredients with Monin products easily creates fresh, multi-dimensional flavor and balances out the drink profile, enabling customers to provide the same delicious beverage all year long.

Incorporating Monin products into a bar-fresh program has many benefits.

Our products provide consistent flavor and color all year long, without limitations to seasonality and fluctuations in cost and flavor.

Incorporating Monin products into a bar-fresh program has many benefits. Our products provide consistent flavor and color all year long, without limitations to seasonality and fluctuations in cost and flavor. Fresh fruit does not have a consistent profile throughout the year; however, adding a ¼ of an ounce of Monin Strawberry to a fresh strawberry beverage in the middle of winter provides that same juicy fresh profile you remember from summer. Monin fruit purées contain real fruit and therefore are an easy way to add freshness cues and texture to a variety of beverages.

Stone Sour INGREDIENTS Ice 1 oz Monin® Stone Fruit Syrup 1 ½ oz Whiskey 2 oz Scratch sour mix Club soda

GARNISH OPTIONS Mint sprig Peach slice Cherry

PREPARATION 1.

2.

3.

4.

Combine ingredients in mixing glass with ice.

Cap and shake and pour into serving glass.

Top with club soda.

Garnish.

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MR: We tend to think mostly about cocktails at ITM but there are many more ways on-premise accounts can use Monin products.

Can you give us a few good examples of how to use them?

JS: Monin products can be used in both the front and back of the house. They prove to be versatile in many nonalcoholic beverages, cocktails and culinary applications.

For example, our gourmet sauces and fruit purées are perfect for adding some flair and a decorative look to plates, or as an indulgent topping for some signature desserts. They are great in cocktails and an easy way to add a rich flavor profile to shakes and specialty coffees.

Monin products can easily be incorporated into menu items in all dayparts. We have a wide range of flavors that provide chefs a palette to experiment with and enable them to create innovative dishes.

Honey Mango Mule INGREDIENTS Ice 1 ½ oz Vodka ½ oz Monin® Honey Mango Syrup ¾ oz Monin® Old Fashioned Ginger Ale Syrup ¾ oz Fresh lime juice Soda Water

GARNISH OPTIONS Mint sprig Mango Lime

PREPARATION 1. Combine vodka, flavored syrups and lime juice in mixing glass with ice.

2. C ap and shake vigorously.

3. P our back into serving glass and top with soda water.

4. Roll once to mix.

5. Garnish.

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MR: Fruit smoothie mixes – I’ve tried them and they’re great.

What’s the benefit for beverage managers to use them?

JS: Monin fruit smoothie mixes are made with only natural ingredients and allow operators a quick, great tasting way to offer consistent quality smoothies all year long. They are simple to make – just pour over ice, blend and serve! Voilà. Like all of our products, they all have multiple applications and our fruit smoothie mix can also be used to create tasty frozen lemonade or can be added to iced tea for more complexity and texture.

MR: You carry quite a few organic products. Are you seeing sales of those increase alongside the organic trend?

JS: We’ve had our organic syrup line for a while now and have certainly seen interest in organic. I think their popularity can be attributed to the fact that they are all natural. This is the bigger health and wellness trend that we see emerging. Consumer awareness is growing daily. With the new menu labeling laws coming in 2016 and consumers becoming more interested in what they are eating, the origin of products and the calorie count, this trend will continue to grow.

That is why we have developed an extensive line of flavors that are natural, GMO free, gluten free, dairy free, vegan, kosher and halal.

MR: I see you offer a variety of sugar-free syrups. Do on-premise accounts use these or are they more for retail?

JS: Monin sugar-free syrups are perfect for creating low calorie (skinny) offerings in restaurants or at home. We see these becoming a popular solution on-premise as customers look for calorie count transparency and menu-labeling laws become enforced.

MR: How do new customers find your product? What kind of distributor network do you use?

JS: We showcase our products in a variety of ways: traditional print advertising, local and national industry events like VIBE, NRA, the Flavor Experience, distributor shows and regional shows.

Smoked

Bourbon and Peach

INGREDIENTS

Ice

¼ oz Monin® Hickory

Smoke Syrup ½ oz Monin® Peach Fruit Purée

2 oz Fresh sour mix

1 ½ oz Bourbon Splash Club Soda

GARNISH OPTIONS

Bacon/glazed with Monin Spiced Brown Sugar Syrup

Peach slices

PREPARATION 1. Combine ingredients, except club soda, in serving glass. ap and shake vigorously.

2. C 3. S train over fresh ice in rocks glass.

4. Top with a splash of club soda.

5. Garnish.

We have an extensive network of national, broad-line foodservice distributors as well as a large group of local, independent distributors. Our products are also available through several spirit wholesalers, specialty coffee distributors and, of course, online at Monin.com.

We work to make sure our products are available and easily accessible across all 50 states.

MR: I heard you recently celebrated a grand opening for the new Innovation Center in Clearwater, Florida. What is in this new space?

JS: We’re all very excited about our new Innovation Center, which is located in Clearwater, Florida, our U.S. headquarters. The space features a new state-of-the-art kitchen and remodeled bar/café. The Innovation Center acts as a space for Monin chefs and BIDs to work in conjunction with our customers to develop custom menus and seasonal, on-trend recipes. The team provides full service support, from ideation to implementation.

MR: I understand you are the chairman of the board for CORE. Can you tell us about this organization?

JS: Yes, I am very proud to have served on the board of directors for CORE for almost 10 years, the last three as chairman. CORE is a 501(c)(3) charity dedicated to helping children of restaurant employees who have been afflicted with life-threatening conditions or affected by lifealtering circumstances. CORE represents some of the things that make the hospitality industry so great – the people, the passion and a strong feeling and desire to “give back to our own.”

Over the past 11 years, CORE has raised over $1.5 million and has helped over 100 children with grants that have put a bright smile back on their faces.

CORE is just one of the things Monin does to support the community. We are also partners with Grounds for Health, which helps prevent cervical cancer in women from coffee-growing communities through education and screening.

At Monin, we are strong believers in people and things that affect their well-being. In addition to the charities mentioned above, we support many local charities. We are environmentally friendly and have qualified as an Environmental Protection Agency WasteWise Partner, because of our efforts in conserving energy.

CORE represents some of the things that make the hospitality industry so great – the people, the passion and a strong feeling and desire to “give back to our own.”

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Spicy Lime ‘Rita INGREDIENTS Ice 2 slices Jalapeño Pinch Cilantro 1 ¼ oz Premium tequila ½ oz Triple sec 1 oz Monin® Habanero Lime Syrup 2 oz Sour mix

GARNISH OPTIONS Lime Dip rim of glass in Monin Habanero Lime Syrup, then salt Red and green jalapeño pepper slices

PREPARATION 1. C ombine ingredients in shaker in the order listed.

2. Cap and shake vigorously.

3. Strain over fresh ice in serving glass.

4. Garnish.

Cucumber Sage Gimlet INGREDIENTS 3 leaves ¾ oz ¾ oz 2 oz Ice

Fresh sage, smacked, torn Fresh lime juice Monin® Cucumber Syrup Hendrick’s Gin

GARNISH OPTIONS Cucumber Sage leaf

PREPARATION 1. C ombine ingredients in shaker in the order listed.

2. Cap and shake vigorously.

3. Strain into chilled serving glass.

4. Garnish.

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MR: What flavors do you see trending today?

JS: I think a better question is who and what are driving today’s flavors.

You have to say the Millennials are certainly a primary factor. They want to experiment with new flavors, mix them with something familiar and be able to customize their choice to have it “my way.” Looking ahead, we believe blended flavors will be a strong trend.

Strawberry basil would be a good example. Consumers are interested in new, innovative beverage ideas and we provide a global perspective with a range of products, like our Asian-influenced lemongrass and ginger, to satisfy this need.

MR: Finally, what are the beverage trends you see impacting restaurants next year?

JS: “Health and wellness” is having a major impact on menus. This will continue to be a very strong trend in the years ahead. As mentioned earlier, consumers are more health conscious; and with the upcoming menu labeling regulations, operators are preparing for calorie disclosure requirements.

In addition to lower calorie recipes, beverage development is leaning toward less sweet flavor profiles to fit with consumers’ changing flavor and lifestyle preferences. Look for Monin’s latest Flavor Forecast, which will be available in December, for insights on 2016’s top trends and flavor predictions.

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BITTERS/AMARO

Ultimate Beverage Challenge (UBC) was founded in 2010 by award-winning author/critic/journalist/ educator F. Paul Pacult, publishing executive and editor Sue Woodley, and consultant David Talbot. In 2013, editor/journalist Sean Ludford became a partner. For the past five years, UBC has operated Ultimate Wine Challenge (UWC) and Ultimate Spirits Challenge (USC), which are acknowledged as being two of the world’s foremost annual international wine evaluation and competition events.

This issue we are featuring UBC’s 2015 top picks in the Bitter/Amaro and Vermouth categories.

Score: 92

Aromatique Bitters Germany, 40% abv Excellent, Highly Recommended

Score: 94 Foro Amaro Italy, 30% abv Excellent, Highly Recommended Dark brown with amber highlights. The aromas are characterized by a blend of citrus fruits and dried herbs. Hints of burnt sugar are not too sweet on the palate, followed by dried herbs with a clean bitter finish.

Score: 92

Breckenridge Bitters United States, 36% abv Excellent, Highly Recommended, Tried & True

Score: 92

Fernet-Branca Italy, 39% abv Excellent, Highly Recommended

Score: 91

Nonino Quintessentia Amaro Italy, 35% abv Excellent, Highly Recommended

Score: 93 Ramazzotti Amaro Italy, 30% abv Excellent, Highly Recommended 56

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Score: 90

Cynar Bitters Italy, 16.5% abv Excellent, Highly Recommended

VERMOUTH All vermouths were judged in category flights of like-with-like (i.e., flights of sweet vermouths, flights of dry vermouths, etc.). The Chairman’s Trophy – Vermouth was awarded based on the highest scoring product across all the vermouth categories.

Score: 93

Score: 94

Noilly Prat Extra Dry Vermouth France, 18% abv Excellent, Highly Recommended

Noilly Prat Rouge Vermouth France, 16% abv Excellent, Highly Recommended Pretty medium brown/chestnut color. Aroma is a bouquet of dried and fresh herbs, roots, leaves and wine.

Flavor profile offers richness, seductive bittersweet highlights. Long, succulent finish. Superb.

Score: 92

Punt e Mes Vermouth Italy, 16% abv Excellent, Highly Recommended

Score: 91

Martini and Rossi Rosso (Sweet) Vermouth Italy, 15% abv Excellent, Highly Recommended

Score: 91

Noilly Prat Ambré Sweet Vermouth France, 16% abv Excellent, Highly Recommended

Score: 93

Cinzano 1757 Sweet Vermouth Italy, 16% abv

Score: 91

Riserva Carlo Alberto Red Vermouth Italy, 18% abv Excellent, Highly Recommended

Excellent, Highly Recommended

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Vermouths, Quinquina, Chinato, Amari and Americanos

By Edward M. Korry, CHE, CSS, CWE, Associate Professor, Department Chairman at Johnson & Wales University and President of SWE

(This is the first of a two-part article on the interesting world of amari.This will cover the wine-based amari while the second, in the spring 2016 issue, will cover the spirits-based amari.)

Twenty years ago, one would have had to travel to a handful of Italian trattorias in this country or to Italy to encounter such seemingly exotic products. Certainly these terms wouldn’t be rolling off the tongues of bartenders, mixologists and other beverage professionals.

The explosion of interest in these and related beverages is another manifestation of the desire for an “authentic” experience and a return to flavors and products developed centuries ago.

Vermouth

Americans are familiar with vermouths, though typically only with the dominant brands of the past 50 years. They are classified as aromatized wines, a practice dating back thousands of years that includes bittering flavors to wines to open (“aperire” in Italian) the appetite – hence the term aperitivo or apéritif. Aromatized wines may be legally fortified and can have sugar, natural flavorings and caramel coloring added. Aside from vermouths, the following are categorized as aromatized wines: vini amari/chinati, quinquina and Americano.

Vermouths are primarily flavored with wormwood and other approved natural herbs, spices and flavorings.

While originally from the region that was part of the kingdom of Savoy, they are now produced in many parts of the world. They were a means, in the late 18th and early 19th centuries, to both preserving and increasing the value of local wines by investing them with medicinal properties, of which the Alpine herbs of this region provided a plentiful source. They included Dolin’s Chambéry, the only French AOP designated vermouth.

It is drier, lighter and more floral than other vermouths.

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Noilly Prat, another famous French producer, makes a more oxidized style (some refer to it as Marseilles style) of vermouth with oak barrel influence in dry white, red sweet and amber varieties. The city of Turin in Northern Italy is famous for its red sweet vermouths, particularly by the global presence of Martini & Rossi sweet

vermouth. A smaller but well-known competitor from the same city is Carpano, whose founder is often credited with the invention of vermouth. The two best-known styles that one finds in high-end bars are the Carpano Antica Formula and Punt e Mes. The Antica Formula is also dominated by vanilla flavors, which gives any cocktail a different twist. Punt e Mes is significantly more bitter, given the higher percentage of bittering agents added, and is adapted to sweeter cocktails. Another less well-known brand is the Cocchi Storico Vermouth di Torino. It is one of the few to produce an authentic Vermouth di Torino, which begins with a Moscato wine base and has DOC designation.

Other producers include Cinzano, Contratto, Giancia Rosso and Casa Martelletti.

Another globally visible brand making a Torino style of vermouth is Stock, even though its vermouths are produced in Trieste.

While there are a number of Spanish vermouths to accompany the plethora of Spanish gins, the most visible outside of Spain include Perruchi, Yzaguire and Primitivo Quiles.

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More visible in our market are American vermouths that are becoming ubiquitous, with Andy Quady’s Vya brand leading the charge. The Quady Vya Whisper, Dry or Sweet vermouths are all craft products and add a special touch to any cocktail. As opposed to the European definition, American vermouths are not required to be flavored by wormwood. Other producers include Atsby, Hammer & Tongs L’Afrique, Sutton Cellars, Imbue and Ransom American from Oregon, and one sees ever more local efforts.

Amari/Chinato

These wines differ from vermouths in that they are unfortified wines such as Barolo Chinato and Cardamaro, which is Moscato-based wine infused with cardoon. Patrick Taylor of Cana’s Feast in Oregon represents the artisanal spirits and wine revolution taking place in the U.S Cardamaro by producing a Chinato d’ Erbetti, which is receiving accolades.

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Quinquina

These wines are fortified like vermouths but are predominantly flavored with cinchona bark rather than wormwood. The cinchona from Peru is the original source for the malaria-fighting quinine. Lillet is a wellknown mild quinquina-based wine from Bordeaux. Originally it was labeled Lillet Kina. Additionally from France is the obscure reddish brown Bonal Gentiane Quina, from the southeast. It is made with a mistelle base and so it is sweeter.

Dubonnet is prevalent in the U.S. because of a licensing agreement with Heaven Hill Distillery and the white version is only found here in our market. Byrrh, another such Languedoc Roussillon red mistelle-based quinquina, has become available again in the U.S. in the past five years after its lack of availability since Prohibition.

Lastly, St. Raphael, which was created in 1830, shares many similarities, as it is a mistelle-based quinquina that has a slightly more chocolaty note.

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Corpse Reviver 2

Americano Americanos are a subcategory of quinquinas that are fortified and aromatized wines flavored with gentian and/or wormwood. This sub-category includes Cocchi Americano and Contratto Americano. The white Cocchi Americano is considered the most authentic replica of the old Kina Lillet and is favored by bartenders in making a Vesper Martini or Corpse Reviver #2.

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So why the explosion of interest in these categories? They make the simple taste complex. Look at any of the classic cocktails that maintain their currency over a hundred years since they were first invented: the vermouth cocktail, the Manhattan, the martini, the Martinez, the Gibson, the Vesper, the Negroni, the Saratoga, the Corpse Reviver, the Blood and Sand or the Bijou. Any bar and any bartender worth their salt will have these special intriguing elixirs at their fingertips. The only caution is to remember that once opened, these will become oxidized over a short time of a couple of weeks and will lose both their verve and intensity. So it’s best to preserve them with a shot of argon gas.

MEMBERS MEETING LAS VEGAS CONVENTION CENTER MARCH 9, 2016 | LAS VEGAS, NEVADA ABOUT THE AMERICAN BEVERAGE INSTITUTE (ABI) ABI is the only organization in the nation that unites beer, wine, and spirits producers with retailers in the important mission of preserving the on-premise dining experience.

The Spring ABI Meeting is free to all ABI members, their guests and all prospective members.

If you would like to attend the event or receive more information about ABI, please contact Lisa Schoch at 202.463.7110 or schoch@abionline.org.

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Wine Quiz The Society of Wine Educators’ free app, SWE Wine and Spirits Quiz, is available on all platforms. Just look for it in your app store or go to winewitandwisdomswe.com. It offers a series of fun, educational quizzes covering the five major categories: red, yellow (white wines), spirits, sparkling and dessert wines. Here are this issue’s sample questions.

The answers can be found on our website, ITMmag.com.

1. Which of the following amari is available in a mint version? a) Aperol b) Campari c) Averna d) Fernet Branca 2. Grillo is one of the traditional grapes of which of the following wines? a) Port b) Marsala c) Vin Santo d) Sauternes 3. Which wine is produced in Umbria? a) Frascati b) Grego di Tufo c) Orvieto d) Rosso Piceno 4.

What spirit was originally known as the “elixir of long life”? a) Chartreuse b) Kina Lillet c) Averna d) Calvados 5. Which is a Chablis Grand Cru? a) Fixin b) Berdiot c) Vosgros d) Bougros

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6. Which grape is also known as Cencibel? a) Tempranillo b) Monastrell c) Garnacha d) Macabeo 7. W hich AVA is located in Lake County, California? a) Cole Ranch b) Antelope Valley c) Hames Valley d) Guenoc Valley 8. What type of wine is Cap Classique? a) Sparkling b) Red blend c) Sweet white d) Fortified 9. W hich is a sub-region of the Rapel Valley? a) Itata Valley b) Cachapoal Valley c) Malleco Valley d) Casablanca Valley 10. Where is Australia’s Granite Belt? a) South Australia b) Tasmania c) Queensland d) New South Wales

SAVE THE DATES

THE 2016 SOCIETY OF WINE EDUCATORS CONFERENCES KENTUCKY BOURBON TRAIL MINI-CONFERENCE April 7th and 8th at the historic Brown Hotel in Louisville, Kentucky • Features cutting edge seminars with leading industry speakers and mixologists • Includes private tours of top bourbon distilleries • CWE and CSE exams offered post-conference

FINGER LAKES MINI-CONFERENCE June 9th and 10th in Rochester, New York • Offers seminars from experts on topics highlighting this unique region • Includes tastings and exclusive tours of notable Finger Lakes wineries

SWE 40TH ANNUAL CONFERENCE August 11th, 12th and 13th at The Mayflower Hotel in Washington, DC • Features over 55 innovative sessions from leading wine and spirits experts and educators, as well as amazing evening events and networking opportunities • Offers pre- and post-conference master classes, tours, and SWE exams

ENHANCING SPIRITS & WINE EDUCATION WORLDWIDE! Additional details and conference itineraries coming soon!

Visit our website: www.societyofwineeducators.org

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BIZ MIX

SWE Conference 2015

The 39th annual conference of the Society of Wine Educators was held this past August 11-13 in New Orleans, Louisiana. Highlights included New Orleans-inspired food (of course), as well as 60 information-filled sessions led by a dynamic group of wine professionals.

Then there were also the wonderful lunches, happy hours and gala dinner – all complemented with the best wines possible, naturally.

Here are just a few of the session highlights:

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“Chinese Wine Today” – Did you know that China now has the second largest acreage of vineyards in the world? Have you ever discussed the wines of Shandong, Ningxia or Hebei?

Have you ever tasted the wines of the Huailai Amethyst Winery? If you answered yes to any of these questions, chances are you were in attendance with Roger Bohmrich, MWD at his session.

Eric Hemer, MS, MW leading a discussion of the wines and regions of Northern Italy from Friuli to Piemonte.

One of the outstanding features of this year’s conference was an emphasis on wine’s emerging regions. One perfect example of this was the “Getting High in Arizona” session led by Gary Spadafore, CSS, CWE and Paula Woolsey, CSW.

Will Costello, MS told the audience how New Zealand is a “land like no other,” and shared his

thoughts – and some wonderful wines – in his session entitled “New Zealand Sauvignon Blanc: Breakthrough Approaches and Individual Expressions.”

“All About the Languedoc” led by Eric Entrikin, MS. Eric led the group on a discovery of the authenticity, diversity, quality and value of the wines from the Languedoc, ending with a tasting that included samples of Saint Chinian, Minervois, and Corbières.

Tilda Parente, CSW, MD led a session titled “Is There a Doctor in the House?” What a great opportunity for the attendees who got to hear directly from a physician and wine-lover, the latest research and truths on resveratrol, moderate drinking, hangovers (!), the French paradox and the Mediterranean diet!

All the session presentations are available on the SWE website, winewitandwisdomswe.com.

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MAKING THE ROUNDS With Helen Benefield Billings

Heaven in Hell’s Kitchen

Midtown Manhattan’s Ink48 is Kimpton Hotels’ contemporary boutique hotel in the Hell’s Kitchen neighborhood, providing guests a fashionable and elegant environment that is at the same time warm and inviting, thanks to its friendly and helpful staff.

Spacious, well-appointed rooms with a modern flair offer city or Hudson River views. The hotel is within easy walking distance to many of New York City’s top attractions including Times Square and the Broadway theater district.

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Amenities are abundant and include Kimpton’s signature animal print robes in each room, which add a certain element of coziness to your experience. In addition, there is morning coffee and tea service, evening wine hour, the full service InkSpa for a relaxing treatment, and the notable farm-to-table dining experience at PRINT Restaurant.

The Press Rooftop Lounge is the “must see, can’t miss” hot spot perched high atop the hotel. It is here where masses of young professionals and tourists alike

gather to imbibe, and to soak up the atmosphere of the gorgeous city skyline and the vibrant colors of sunset overlooking The Hudson.

An impressive drink menu features distinctive handcrafted cocktails, beer and wine by the glass, as well as small bites – a match made in heaven. The Press Lounge’s signature cocktail, the Dauphin, screams originality and finesse, to the pleasure of its thirsty patrons.

Dauphin 2 oz

Teeling Irish Whiskey

1 oz

Strawberry and radish puree

½ oz

Avèze liqueur

½ oz

Local honey

2 oz

Fresh citrus sour mix (equal parts lemon, lime, fresh orange juice)

2 dashes Fennel technical reserve infusion

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TECHNOLOGY

DRINKS ON DEMAND

There’s a new group of mobile apps available that promise to make delivering alcohol to your home as simple as ordering takeout. At first they sound a bit like they were named after the seven dwarfs – Saucey, Thirstie, Tipsy, Drizly – but a closer examination proves they solve a real problem in a very creative yet simple way.

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Alcohol home delivery has always been available, but it was largely promoted and executed by individual liquor stores that had licenses to deliver. The challenges to upend this model would seem insurmountable: delivery logistics, state licensing, payment processing, inventory control and the list goes on. The reason these apps have serious staying power is in the simplicity of their model. For the most part, they are connecting the consumer and the business through technology and allowing the transaction to occur at the store level.

Here’s how it works for the liquor store: 1. T he store applies for the service and allows the ondemand provider access to the store’s inventory. Many of the apps integrate directly with the store’s POS system to maintain inventory control.

2 When a customer completes an order through the mobile app, a notification is sent via email, fax, phone or online supplier portal.

3. T he store confirms the order, packs it and sends it out for delivery. The transaction goes through the store’s existing credit card processor so customer payments are applied to the merchant account.

Each of the providers has a slightly different revenue model, but it usually involves charging a fee to the store for processing the order. The consumer, on the other hand, might pay a delivery fee, but is purchasing the product for the same price they would be paying if they walked into the liquor store.

experience while living in New York City, the delivery time was roughly 25 minutes from order to delivery. In other markets that are more spread out, delivery times are probably longer.

While the apps are just starting to get the interest of large brand suppliers, the promotional and advertising opportunities are quite obvious. The ondemand providers are getting more savvy with their marketing as well. Instead of promotional emails that read like bad holiday cards, they are starting to offer compelling packages with multiple ingredients and recipes.

To offer the largest inventory possible, these ondemand providers market inventory from multiple stores to the same consumer. The challenge is fulfilling the order in the most efficient manner. In New York City, for instance, beer, wine and spirits are not sold together, so an order of each would need to be processed by multiple stores. This means separate deliveries with individual minimum orders – certainly not an ideal situation for either party.

Many of these on-demand providers offer incentives to try their service, similar to how Uber gives free rides for signing up your friends. They also offer ongoing discounts and promotions to remind the consumer there’s a more convenient way to purchase alcohol at home.

While these on-demand providers are dwarfs today, they are vying for market share in major cities across the country. It’s only a matter of time before leaders emerge and get the funding they need for operating on a mainstream scale.

In addition to selling alcohol, many of these apps sell barware, mixers, fresh garnishes and ice. For the consumer this means the party never has to end, and a trip to the liquor store doesn’t involve a DUI. In my

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Beer at Breakfast?

Martinis in the Morning?

The latest alcoholic beverage trends are taking their place on morning menus.

It is said that Queen Elizabeth I – the monarch so frequently depicted in a starched, ruffled collar and thick, white makeup – awoke each morning to a breakfast of two pints of beer. For centuries it wasn’t uncommon for Europeans to enjoy a beer with breakfast, and the tradition continues in many countries; social media was abuzz when the president was served a traditional wheat beer with his Bavarian breakfast on a trip to Germany over the summer.

If it’s good enough for the Queen, is it good enough for American consumers? Increasingly, the answer is “Yes.” Breakfast has been one of the true sweet spots in the industry for the past few years, with major chains like McDonald’s and White Castle adding all-day breakfast, 72

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and casual, chef-driven restaurants upping the breakfast and brunch game with more innovative options, and onsite segments like the hotel industry attracting a new generation of foodies with on-trend breakfast menus.

Now operators are moving beyond the traditional morning cocktails like Bellinis, mimosas and Bloody Marys, and are adding craft beers, trend-driven cocktails and wines that go beyond the sparkling varieties, to create a beverage menu that equals the entrée options, which can bump up the check average and attract more Millennials. In fact, Millennials are far more interested in new breakfast trends than other age groups, according to Datassential’s MenuTrends Keynote Report on breakfast.

New Beer Options Find a Home on the Breakfast Menu

The rise of the craft beer movement means operators have a huge variety of options available, including beer varieties that can find a natural place on the breakfast and brunch menu, such as coffee and oatmeal stouts, lighter wheat beers, low-alcohol options or fruit-driven saisons or ciders. Many bartenders and beverage teams are using these beers to update the morning cocktail classics. Beermosas are up 50 percent on menus in the past year, and micheladas (the beer-driven version of the Bloody Mary) are up 162 percent on menus in the past four years, according to Datassential’s MenuTrends.

At Chicago’s Dusek’s, there are four beermosas on the menu, plus a Board & Beer Breakfast that pairs a classic breakfast board with a beer.

Now breweries are responding with a number of beers featuring traditional breakfast flavors like maple syrup, orange and grapefruit, or bacon. San Francisco’s 21st Amendment brewery created Toaster Pastry, an Indian Red Ale inspired by Kellogg Pop-Tarts, which were produced in the 21st Amendment’s building at one time, while General Mills partnered with Minneapolis’ Fulton Craft Brewery on HefeWheaties, a hefeweizen meant to evoke the taste of the breakfast cereal.

Next Generation Breakfast Cocktails

Sangria appears on 82 percent more breakfast menus compared to four years ago, and martinis are up 51 percent, according to Datassential’s MenuTrends.

By adding traditional morning flavors, like espresso or orange juice, or referencing a traditional morning cocktail (a martini Bellini), operators can transition traditionally late-night cocktails to the breakfast menu. At 10-location Stoney River Steakhouse & Grill, the Breakfast Martini features orange marmalade and fresh citrus in the vodka-based cocktail, while the Break-fast Martini at New York’s Russ & Daughter’s Café features Beefeater gin, jam, lemon juice, egg white, Pernod absinthe and Angostura bitters (clearly, adding jam to a cocktail is an easy way to transition it to the breakfast menu).

At Black’s Bar & Kitchen in Bethesda, Maryland, the Champagne Sangria features peach schnapps, simple syrup, a splash of orange juice and fresh fruit. And Minneapolis’ The Freehouse Breakfast Cocktails menu includes options like the Café Brulot Diabolique, with brandy, dry curacao, lemon bitters, cold press coffee, honey syrup and cream; and the Giggle Water, with vanilla bourbon, Domaine de Canton, pear liqueur and prosecco.

Each year, Founders Brewing Company holds a Breakfast Stout Breakfast with a breakfast buffet and live entertainment, to introduce its annual Breakfast Stout release, a double chocolate coffee oatmeal stout.

Dogfish Head debuted Chicory Stout, a beer for breakfast brewed with Mexican coffee, maple syrup, smoked grains, lactose and scrapple, a type of pork scrap sausage traditionally eaten in Pennsylvania. “It’s been wonderful to see dozens of breakfast-themed beers come to market since we first did ours,” said Dogfish Head founder Sam Calagione, noting that the breakfast-themed Chicory Stout helped to inspire the brand’s focus on non-traditional brews.

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A subset of consumers is also interested in breakfast dishes infused with alcohol, according to Datassential’s MenuTrends Keynote Report on breakfast. Twenty-three percent of consumers either “love” or “like” the idea, and Millennials are twice as likely to “love” the idea. Look for rum (up 19 percent on breakfast menus in the past four years) or bourbon (up 221 percent) to continue showing up on more breakfast menus in the future, such as in bourbon syrups and sauces over pancakes, or bananas caramelized in rum over French toast for an indulgent take on bananas foster.

Trends in Alcohol Trickle Down

Of course, the low alcohol and serious mocktail trends have a natural fit on the breakfast menu.

Modern baristas are sometimes indistinguishable from bartenders, creating elaborate coffee-based beverages using specialty equipment, house-made nut milks and flavored simple syrups. At Milktooth in Indianapolis, named one of the Best New Restaurants in the country

by Bon Appetit this year, the House Specialties coffee menu features drinks like the Daughter of Zeus, with espresso, cascara chai, pomegranate and smoked nutmeg; and The Notorious F.I.G., cold-brew coffee with fig-amaro simple syrup and a shot of milk. And a number of third-wave coffee shops across the country are clearly inspired by hip bars. New York’s Everyman Espresso serves a non-alcoholic Espresso Old Fashioned with espresso, simple syrup and bitters, shaken and served in a coupe glass with a lemon peel, while Charleston, South Carolina’s Black Tap Coffee serves a Black Julep with muddled mint and honey.

Meanwhile, house-made

juices and sodas may feature herbs, fresh syrups and trendy ingredients like turmeric or hot peppers, and can do double-duty as mixers on the

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alcoholic side of the menu. At the aforementioned Russ & Daughter’s Café (named one of the Best Breakfast Restaurants in the Country by Travel & Leisure), housemade sodas include a Cucumber Soda with jasmine, anise, dill, fennel and lime, and a Cream Soda with vanilla bean-infused demerara sugar.

Take your Morning Menu to the Next Level

As the presence of premium beverage options increases on menus overall and breakfast continues to be an area of innovation and evolution within the industry, taking the morning beverage menu to the next level can help many operators turn breakfast and brunch into one of their most important meals of the day. For beverage and breakfast data and research customized for your operation, contact Datassential for information about our MenuTrends database, MenuTrends Keynote Reports, TrendSpotting Reports, and more.

This article has been provided by Mike Kostyo, publications manager at Datassential, a leading consulting firm and supplier of trends, analysis and concept testing for the food industry.

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I N H G C N O A U R T B

Consumers Want More Than the Same Old Beer and Cider Selection

By Jack Robertiello Courtesy of “Flavor & The Menu”

Ask any world-observing brewer what today’s beer drinker wants, and the answer is universally the same: new, local and different.

Craft beer is increasingly more important on-premise. According to Technomic, total craft beer sold in bars and restaurants now outstrips retail volume. Craft beer accounts for more than 11 percent of volume and 14 percent of value of the $100 billion 2014 U.S. beer market, according to the craft-minded Brewers Association. While overall beer sales are down slightly, craft brew sales have maintained their annual double-digit increases for some time. As big brewers scoop up mature craft players, restaurant operators can expect pressure not only from their customers but also from suppliers to continue to modernize their flavor offerings.

Much of the growth is coming from the broadening range of beer styles: hoppy IPAs, funky and fruity Belgian types, sours, beers brewed with non-traditional ingredients or aged in wine or whiskey barrels, and shandies and radlers, two low-alcohol thirst quenchers. There are even a handful of adult root beers now being sold.

At the same time, the cider boomlet continues, both in restaurant sales and the opening of new cideries. While the volume is still small, growth of 12 percent or more per year is expected to the end of the decade, according to international research firm Canadean.

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The newly opened Wassail cider bar and restaurant in New York offers a dozen ciders on tap, many of them from popular cider-making regions in America.

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READY TO EXPLORE

Operators are finding that the taste for the new is here to stay.

“The macro trends around variety-seeking are touching on every aspect of the restaurant industry, and that’s finding its way to the bar,” says Lee Dolan, senior vice president and chief marketing officer at the Red Robin casual dining chain. “Variety and customization has been a platform of Red Robin for a long time, so we easily adapt. The mainstream trend, compared to a decade ago when beer drinkers were loyalists and craft beer explorers were a much smaller group, has changed. In the last five years we’ve seen craft beer go more mainstream, and our guests are now really open for exploration, which gives us the opportunity to give them a range of domestics, ciders, crafts, national and local, and imports.”

It’s something most beer-focused operations have noted. Buffalo Wild Wings execs have said publicly that beer – the chain’s third best-selling menu item accounting for 75 percent of the chain’s alcohol sales – is now about one-third craft, with unit general managers now given more choice in their brew selections.

Gordon Biersch Brewery restaurants have traditionally focused on pure German-style beers. That is until very recently, according to Tom Dargen, director of brewing operations for the 34-unit chain. “We’re not getting away from that, but we’ve decided we need to open that up quite a bit. The biggest trend is people want to know what’s next, new and special.”

“ In the last five years we’ve seen craft beer go more mainstream, and our guests are now really open for exploration, which gives us the opportunity to give them a range of domestics, ciders, crafts, national and local, and imports.”

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Now most units are producing Belgian- and American-style beers as well, including sought-after craft beer ingredients like citra hops, a signature of the craft beer IPA explosion. The chain has shifted from offering five German styles plus a seasonal, to two flagship styles plus a seasonal, and as many other styles as their taps will allow. Unit brewers increasingly control what is made based on personal and customer preference, including sour beers and barrel-aged brews.

TAILOR TO TASTES

Dolan says Red Robin has loosened mandated lists to allow more local beers to be added at individual units.

“We make sure our guests will have safe choices, but now there’s an increasing percentage of folks who come in looking for whatever it is that happens to be their regional brewer.”

This is not to say that the international megabrewers, while they have been losing their massive share of beer volume, don’t still have an enormous role to play; few chain restaurants operate without a substantial portion of their list dedicated to well-known brands.

“For chains, the bottom line is that the major domestics still drive volume, and many are grappling with how many tap handles to devote to craft. In recent discussions about the category, I’ve not heard one chain operator say they’re taking the major domestics off-line to allow for craft brews,” says Donna Hood Crecca, senior director of Technomic’s adult beverage resource group.

Crecca notes that research published in the firm’s On-Premise Craft Beer & Cider Consumer Study shows consumers put amber ale, lager and pale ale atop the list of frequently ordered craft beer styles, with IPAs further down in the rankings. “Interestingly, high IBU (International Bittering Units) can increase the likelihood of a craft beer order for about a quarter of consumers, pointing to interest in hoppy beers for some. Also, an interesting style would make one third of consumers likely to order a craft beer, indicating the importance of a unique style,” she says.

At Bardot Brasserie at the Aria Resort & Casino in Las Vegas, the cocktails are designed to pair well with the rich cuisine. The Voltaire combines a cider base with baked apple bitters and house-made ginger syrup.

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Limited-release or house-only beers are making an impact as well. Bardot Brasserie in Las Vegas, at Aria Resort & Casino, has included a beer made just for the operation. “Our goal is to provide experiences that are unique to our outlets for our guests,” says property mixologist Craig Schoettler. “If we offer the same products as everyone else, why should a guest come to Bardot? Having a Parisian brasserie feel, we wanted to include beverages that speak to the cuisine. Hors D’Age is a highly effervescent, clean crisp beer that pairs extremely well with the food from chef Josh Smith.”

Bardot also offers a selection of high-acid, moderately sweet Norman ciders which pair well with some of the rich dishes. “Wine is still king in this regard but the guest is starting to look for new and exciting ways to dine,” Schoettler says. “With the guest becoming more educated about food and beverage, it gives us the opportunity to continually educate on products that may not be as familiar, because the guest is more willing to try new things.”

“ Our goal is to provide experiences that are unique to our outlets for our guests. If we offer the same products as everyone else, why should a guest come to Bardot?”

FURTHER AFIELD

Josh Fernands, executive beverage director of the three Washington, D.C.-area Pizzeria Paradiso restaurants, carries about 300 beers and ciders at the Georgetown unit to pair with a creative pizza-based menu, and, even there, he’s finding customers looking for more and newer. “The general public who come into our restaurant have always been adventurous, but the palate has wandered further and further to the more eccentric. Sour beers have become far more popular in

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the last couple of years, as well as Gose, an old German style brewed with salt, coriander and lactobacillus – a tart, refreshing, low-alcohol beer that we sell a lot.”

Pizza Paradiso lists some pricey ciders as well as beers, increasingly the case at many beer-focused operations.

Sable Kitchen & Bar in Chicago is currently expanding its beer selection to include more ciders and artisanal beers. Says bartender Mony Bunni, “The cool thing about Spanish ciders is that they are savory, olive-y and have almost a cheesy funk. They’re so much different than most people expect. Ciders tend to get a bad reputation for being sugar bombs, but that’s not always the case.”

While chain operators have added one of the national cider brands, outliers are going all the way.

Wassail in New York City is one, carrying about 90 bottles primarily from the United States but also from France, Spain and the U.K., with another dozen or so rotating on tap since its recent opening. Cider aficionados make up a significant portion of Wassail’s clientele, but novices looking to learn have also bolstered the restaurant’s ability to bring in rare ciders. New York state, long an apple-growing center, is awakening to consumer thirst for local, authentic and seasonal. Wassail Restaurant Manager and Cider Director Dan Pucci says, “When we offer ciders from the Berkshire Mountains or the Finger Lakes, it makes a connection with people in a real way, because maybe their family lives there or they’ve visited the region. As for local, the advantage cider has is that all the ingredients are truly local in a way that craft beer, often brewed with raw ingredients sourced from thousands of miles away, isn’t.”

“ The general public who come into our restaurant have always been adventurous, but the palate has wandered further and further to the more eccentric.”

The intriguingly savory flavor of Spanish cider sets apart Sable Kitchen & Bar’s Sharpest Lives. It is made with cachaça, roasted red pepper syrup, fresh lime juice, Scrappy’s Celery Bitters and Riestra Cider.

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THE NEXT STEP: COCKTAILS

As the ubiquity of craft beer and cider grows, more and more operations are trying their hands at cocktails that include them. Jacob Grier has devoted an entire book to it: Cocktails on Tap: The Art of Mixing Spirits and Beer (Harry N. Abrams, Inc., 2015). After exploring the beer cocktail, starting in 2009 with the bitter and aromatic IPAs being produced in the Pacific Northwest, he started researching historic recipes and developing contemporary twists. Grier says he’s found that virtually everywhere beer has been produced, some form of mixed-ingredient drink became popular, especially as the weather warmed. “It’s the versatility of beer that makes it interesting – from simply adding a shot of something, as in the Picon Biere, to making beer syrup and using that. It’s definitely catching on. I have recipes from all over the country,” he says.

At the beer-focused Yard House chain, the current menu includes five beer or cider cocktails, including the Peachy Belgian (peach vodka, white ale, peach lambic, orange bitters, peach purée) and Hawaiian Five-O (coconut rum, Mai Tai mix, pineapple cider and fresh pineapple).

“ It’s great to add slight effervescence and bubbles to a cocktail and add subtle sweetness.”

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At Sable Kitchen & Bar in Chicago, bartender Mike Arlesic has whipped up Misunderstood, made with American pilsner, Mezcal, tequila, ginger syrup, honey, lime juice and cucumber. For cider, bartender Mony Bunni has created a cocktail called Sharpest Lives (cachaça, roasted red pepper syrup, fresh lime juice, celery bitters, Spanish cider).

At Bardot Brasserie at Aria Resort & Casino in Las Vegas, cider is often used in cocktails in the fall when apples and pears are in season. “It’s great to add slight effervescence and bubbles to a cocktail and add subtle sweetness,” says Aria’s property mixologist Craig Schoettler.

“Berliner Weisse and Gose-style beers mixed with blackberry or woodruff syrup or something like that is becoming very popular,” says Gordon Biersch’s Tom Dargen. “Shandies and radlers are on the verge of blowing up in popularity. They are a little bit of an acquired taste, but a nice alternative,” he says.

Getting beer cocktails right depends on matching the various elements properly. The goal is either harmony or contrast, with beer serving as the equivalent of soda or sparkling wine or water in a long drink. The traditional German style radler (meaning “cyclist”) calls for half blond lager and half lemonade, though some beer gardens add their own touches of fruit or herb syrups. Probably English in origin, shandies are a loose style calling for ginger beer or fruit juice to cut a beer’s strength. Today, numerous imported radlers are showing up, and even craft brewers are concocting lemon, cherry and other shandy twists.

The curious brand that inspired a cocktail.

A fun new idea to add to your company’s marketing mix.

This has been an exciting year for Georgia-based ad agency Fierce Strategy + Creative. When founder and CEO Beckie Manley shared the beautiful, new agency branding with our friends at Halyards Restaurant on St. Simons Island, spirit specialist and mixologist Allison Nunis was instantly inspired to create a cocktail specifically for the Fierce bear. Allison trained in Paris with her mentor, Stanislas Jouenne, and joined the Halyards team a little over a year ago.

We were invited back to the bar a few weeks later to sample Allison’s amazing recipe of Johnnie Walker Black, Germain Robin Apple Brandy, a splash of lemon, and a unique, hand-crafted, thyme-infused honey. Allison used the Fierce artwork to inspire her choices: honey to appease the curious bear, fresh herbs to complement our organic traits, Johnnie Walker Black for our cosmopolitan influence, and Germain Robin Apple Brandy for our very special Canadian Creative Partner, Jeanie de Beer. It’s a refreshing, earthy, and slightly smoky cocktail that is perfect for the creative collective brand.

Garnished with fresh local thyme and served in a cocktail coupe glass, the presentation is as delicious as the drink. Allison plans to serve it hot in the colder months, as a new variation.

Thanks to Chef Dave Snyder and all of our special friends at Halyards for crafting the “Honey and the Good Thyme Bear” cocktail for us and for featuring it on their delicious fall menu.

1 oz. Johnnie Walker Black

1/4 oz. lemon juice

1 oz. Heirloom Apple Brandy

1 oz. thyme-infused honey

Shaken and served in a cocktail coupe, garnished with a sprig of fresh thyme.

Special thanks to photographer Chris Moncus, ChrisMoncusPhoto.com. Special thanks to Andy Heckathorne for the Fierce illustration, andyheckathorne.com.

Special thanks to Tim Rude for the name “Honey and the Good Thyme Bear.”

Fierce is an affiliate of the IMI Agency. Stop by and visit us at brandfiercely.com.

Fierce Founder Beckie Manley with Mixologist Allison Nunis.

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EDUCATION VS. TRAINING

By Trevor Estelle

When it comes to choosing a responsible alcohol service program, there are choices an individual, establishment and corporation must make. There are lots of programs that simply “educate� servers and sellers of alcohol on liquor laws, the science of why alcohol affects the brain, and the concepts of BAC (blood alcohol concentration) and absorption rate factors.

Some programs will even go as far as explaining why it is important to refuse a sale. The delivery of these programs may not be top-notch, but the educational component is certainly there. Is

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that enough? Will education alone prevent the tragedies associated with the misuse of alcohol?

Are we trainers or educators, and why is the difference so critical?

It comes down to the difference between know how and know why. It is the difference between say, being trained as a pilot to fly a plane and being educated as an aeronautical engineer and knowing why a plane flies. Clearly both are necessary, but if I am flying from here to there I want to be in a plane with a trained pilot. Education emphasizes principles; training

emphasizes application. Education focuses on building the mind; the focus of training is to build skills and confidence.

This same principle can be applied to your local watering hole. An educated bartender can identify someone who is getting into trouble with alcohol and may even have a grasp of what is occurring in the intoxicated person’s brain.

However, will the educated bartender have the skills and confidence to effectively intervene to prevent this person from hurting himself or someone else? A trained bartender will not only possess the knowledge, he or she will also be able to take action to make sure his or her patrons are safe. That is the difference between an effective training program and a program that simply provides information.

There are too many programs that stop at the educational component and fail to provide the necessary skills training that can really make a difference. Training is about applying knowledge and skills to get results. It is not knowledge alone. Training is about inspiring, empowering and equipping servers and sellers of alcohol to make a difference. These points are what TIPS training is all about. We provide both education and training to ensure the responsible service, sale and consumption of alcohol. Would you rather have a server who knows the laws and regulations of the jurisdiction where he or she is serving, or a server who has the confidence and interpersonal skills to provide great customer service while also ensuring the safety of his or her patrons? With TIPS, you can have both.

About TIPS (Training for Intervention ProcedureS) TIPS® (Training for Intervention ProcedureS) is the global leader in education and training for the responsible service, sale and consumption of alcohol. Proven effective by third-party studies, TIPS is a skills-based training program that is designed to prevent intoxication, underage drinking and drunk driving. Over the past 30 years, TIPS has certified over four million participants. TIPS has certified participants in all 50 states and over 50 different countries. Establishments who use TIPS benefit immediately by reducing risk and creating a safer, more responsible work environment.

TIPS training can: • Reduce exposure to alcohol liability lawsuits.

Trevor Estelle, vice president at the TIPS program

• Lower insurance premiums.

• Improve customer service and satisfaction.

• Ensure compliance for state and local laws.

To learn more, visit WWW.GETTIPS.COM

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BIZ MIX

Hospitality Executive Exchange Focuses on the Art of Conversation

Hospitality Executive Exchange (HEE) launched five years ago with one priority: to focus on conversations. The program has evolved into one of the most exclusive and talked about conferences in the hospitality industry and has quickly become a favorite among suppliers and multi-unit operators.

HEE East was recently held in August at the beautiful Omni Amelia Island Plantation & Resort. The location provided the perfect backdrop for conversations and cocktails with a great balance of education, face-to-face meetings and networking. Jen Robinson, CEO of The Pineapple Group, which owns and manages the Exchange, stated, “Our goal to provide fresh, relevant and unique opportunities for both operators and suppliers to engage in a very relaxed and productive way continues with each program.

HEE East was our best program to date.�

One of the proudest moments for Robinson and the HEE board during HEE East was the activity to raise funds for CORE.

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“We have been looking for an opportunity that would fit our event and we found it in CutThroat Cocktails,” shared Philip Raimondo of Beam Suntory, who spearheaded the project. “We raised more than $28,000 for CORE and honestly, I am so grateful to everyone who joined the fun and really made it happen,” Robinson added.

“We had four amazing teams of mixologists and bartenders who embraced the idea and truly got into it. The winning team was Tony Abou-Ganim and Charlotte Voisey, but with all of their sabotages, their road to victory was well earned. Joe Smith, who is the president of the CORE board, served as our master of ceremonies for the event. We are already planning for HEE West!” stated Robinson.

HEE is held on both the east and west coasts with a limited number of seats available for each location. The Exchange is not about quantity – it is about quality in every aspect. The one-on-one meetings are the hub of the program, balanced with the right amount of education, networking and, of course, fun. HEE East was packed with relevant and inspiring conversations from beginning to end. Billy Bush, a celebrity host for “Access Hollywood,” kicked off the program with his welcome keynote that set the tone for the entire program. Billy is a partner in Beach Whiskey, which announced its launch at the Exchange. Tito Beveridge, founder of Tito’s Handmade Vodka, was the final dinner speaker and his story resonated with every person in the room.

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Stuart Melia, vice president of Food & Beverage for Craftworks Restaurants and co-chairman of the HEE advisory board, stated, “This is a ‘must attend’ event for me as I get to connect with current and new suppliers in a way that builds on, or begins, a relationship based on our core business goal of hospitality. When you spend time together at the Exchange, it is about more than a transaction, more than a purchase.

You are discussing the needs of your concepts and how certain brands or equipment can support improving guest satisfaction, sales and profit for your restaurant concepts. The conversations are powerful and lasting in the setting Jen provides – way more so than a 30-minute meeting in the office with your phone going off and emails coming in. I highly recommend the HEE to anyone wanting to grow their business the right way.”

HEE West planning is underway with dates set for April 2016.

The Exchange is a small, intimate opportunity to build and maintain relationships in a very high-end location. It’s a family of food and beverage professionals who are sharing insights, ideas and information.

If you’re interested in attending, please reach out to Jen Robinson at jen@thepineapplegroup.net and “let the conversation begin.”

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VIBE Conference 2016 is coming soon!

VIBE is changing up its location this year to beautiful San Diego. The hosting hotel is the Hilton San Diego Bayfront, offering amazing views of the San Diego Bay and located in downtown just steps from the Convention Center, Petco Park and the Gaslamp Quarter. The conference runs from Tuesday, January 19 through Wednesday, the 20th.

If you have not registered yet, you can do so on their website, VIBEconference.com.

Hosted by celebrity mixologist and beverage expert Tony Abou-Ganim, the two-day conference offers chain beverage executives and operators access to interactive and educational workshops, beverage tastings, original beverage research and an impactful keynote session. Additionally, there will be invaluable networking opportunities to re-energize you for the coming year of 2016!

The 2016 VIBE Conference marks this seventh year with workshop series, tastings and networking opportunities for attendees that spark innovative, efficient and successful beverage practices. The complete schedule of events may be found on their website.

“In addition to the number of new workshops, tastings and research presentations, attendees will also have the opportunity to mingle and network with over 250 operators from the nation’s top chain restaurants, chain hotels, cruise lines and casinos at this year’s VIBE Conference,”

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said Lawrence J. “Laddie” Weiss, founder of Weiss Foodservice Visions and advisory council member and event director for VIBE. “They’ll also learn about awardwinning beverage programs and how they can implement best practices to enhance their own programs.”

The keynote speaker, Howard Putnam, former CEO, Southwest Airlines, starts the day off Tuesday with “Innovation: Some Play The Game, Others Change The Way The Game Is Played.” His speech is guaranteed to be a dynamic start to the conference. Southwest Airlines changed the way the game is played in the airline industry. Everyone attending will pick up innovative ideas of how to energize themselves and their businesses.

Ready, Set, Go! David Henkes and Donna Hood Crecca of Technomic, Inc. start Wednesday morning with a seminar on how the on-premise channel growth is ramping up with more confident consumers returning to restaurants and bars. But, adult beverage sales are trending well below the broader industry. Technomic’s on-premise experts will explore the factors hampering adult beverage growth and examine strategies for operators and suppliers to spark sales and profits.

Other 2016 highlights include: – T wo award ceremonies: Operator Awards and Supplier Awards, on Wednesday, January 20.

– D emonstration on pre-batching bottled, blended, frozen and on-tap cocktails.

– M ore wine, beer and spirits tastings than ever before.

– P anel discussion with beverage executives from multi-unit operators on adult and alcohol-free beverage trends.

– B reakout session on crafting a winning beer list.

– D iscussion on new mobile applications that track consumer beverage trends.

– Craft beer pairings workshop.

Mike Ginley of Next Level Marketing presents the Annual VIBE Beverage Consumer Trend Monitor Tuesday and Wednesday afternoons. The sessions will feature the latest on-premise beverage trends from the annual VIBE On-premise Consumer Trend Study. This is always one of the conference’s most popular breakout sessions because it is packed with actionable beer, wine and spirit cocktail trends that will help you sharpen your beverage program.

Satisfying Our Thirst for Beverages will be presented by Warren Solochek, NPD. In this session, we will explore how the beverage market has evolved, which beverages are growing in demand, and what drives someone to order one beverage over another.

These insights will assist operators, as well as suppliers, in understanding what is important to customers so the necessary tactics can be implemented for driving beverage orders.

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TAKE 5

with Bobby “G” Gleason

Bobby G is a certified United States Bartenders’ Guild Master Mixologist and works as the master mixologist for Beam Suntory. He is an expert on all spirits categories and trains on histories, production, cocktail creation, menu development and mixology, from the basics to advanced mixology. He proudly serves as a national ambassador of the United States Bartenders’ Guild and is a member of the International Bartenders Association, The Worldwide Cocktail Club and the International Bar Flies.

Bobby sat down with our own ITM contributor, Ed Korry CHE, CSS, CWE – our resident expert in all things spirits and wine – for a quick interview.

Ed: What is your favorite cocktail to drink, and why?

Bobby G: I enjoy many types of cocktails but I would have to say my “go to” cocktail is what I call the BBG. It is bourbon (usually Knob Creek), ginger ale and a dash of bitters. Simple, easy drinking and very refreshing! I like the way the spice of the ginger ale melds seamlessly with the bourbon, and I believe that the bitters helps to accentuate the woods notes and bring more aromatics to the drink. Sometimes I even like a lemon twist for a bit of brightness.

Ed: What do you think are the most important characteristics of a great bartender?

Bobby G: Being a bartender has many levels of expertise that need to be a part of your daily routine. The most important is to be friendly! Be engaging with your guest.

If you can’t get to them immediately, acknowledge them and let them know you will be with them soon. People just want to know that you know they are there. I often say that I can teach you techniques, recipes and service

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standards, and I hope that I can inspire the passion that is within us all, but I cannot teach work ethic or personality. Taking shortcuts is not something I teach.

I believe that you need to know how to do everything properly, and then build on speed through repetition.

Some of the best advice I ever got was “There is always time to do the right thing.”

Ed: What drives you crazy when observing a bartender in action?

Bobby G: When I see bartenders that are just lazy, and want to do something that involves a shortcut and say that’s good enough. I am not a fan of the mini tin; and while that is a personal choice, I believe it is a shortcut that cheats the consumer. The consumer wants to see their cocktail coming together in the mixing glass, then shaken with the tin (Boston Shaker) – something that you cannot do with two tins. More so than that, when I see a bartender use that mini tin as a strainer by putting the mini tin inside the larger tin, I just want to scream!

Ed: What are today’s cocktail trends?

Bobby G: While there is still talk of the classics coming back into vogue, today we are seeing the impact of premium and super premium spirits. This is not a trend.

We used to say people are drinking less but are drinking better. Now we see that they are definitely are drinking better: Premium and super premium spirits are rising to an all-time high, while value brands are decreasing.

The whiskey category is the fastest growing category.

Distillers are creating new expressions of long standing brands; consumers are demanding single barrels and are seeking the different nuances found in barrels from different parts of the rick houses. Micro distilleries have popped up all across the nation. New ideas, new recipes and new products are being made at a fast pace. For the consumer, it is a great time to be able to enjoy all of these different spirits. The established and seasoned distillers are using their expertise and centuries of experience to bring new expressions to market while their established brands continue to grow. As bartenders, the need to have the knowledge of these brands is crucial to success, which makes my job more exciting that more people – bartenders, consumers and distributors – are seeking the knowledge I have to share about our brands and techniques for making great cocktails.

Ed: Can you give us some insight as to the bartending techniques and tools today versus 20 years ago?

Bobby G: While the tools have not changed much, there are more tools being used. A great example is the mixing glass. For most bartenders, a Boston Shaker was all we ever used. The home bartenders and hosts rarely

had more than a three-piece shaker. Now we see Yari mixing glasses from Japan or recreations of those mixing glasses. My mentor, friend and industry giant, Tony Abu Ganim, has created his own line of bar tools (available at www.mondermixologist.com). They are as beautiful as they are functional for a home enthusiast and bar professionals. I am always preaching to bartenders to get and carry their own tools. I even go as far as telling bar managers and owners not to buy their bartender’s tools but to have them build their own kit. I buy most of the tools I need from www.barproducts.com and www. cocktailkingdom.com, and I can’t stress enough to buy the best quality of tools that you can afford. I get my muddlers from www. mistermojito.com, from my friend Dave Nepove, and I believe they are some of the best on the market.

I also love to browse antique stores for tools and glassware. I am currently using a beautiful pressed glass mini pitcher from the 1950s as my mixing glass.

As far as techniques, bartenders are being inventive with cocktails and sometimes they invent new ways to make them.

For me, I have been using a smoking gun for about five or six years now, and it is still the cocktail that draws the most attention. Some techniques that made a big splash are now fading, like molecular, which are used for special events and must have specialized tools and not everyone can do that.

A simple bar kit consisting of a Boston Shaker, Hawthorn, julep and fine mesh strainer, a bar spoon, muddler, vegetable peeler, citrus press and a quality knife and cutting board, is a great start and can handle most cocktails. These are all manual tools – add in a quality electric blender and there is not much you can’t do.

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ITM: So why this brand? And why now?

Today, there is no more exciting category than American whiskey. In recent years, the category – led by bourbon and flavored whiskey – has exploded in popularity, and new brands are emerging as craft and major producers alike seek to grab a share of Millennial passion for the spirit. One of the newest premium brands joining the back bar is Beach Whiskey™, launching in Q1 of 2016. We recently spent some time with two of the founders, TV and radio personality Billy Bush and industry veteran J. Smoke Wallin, to talk about their brand.

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JSW: Beach Whiskey is a whole new take on American whiskey. It’s an exciting time in the drinks industry and the whiskey segment in particular has really caught fire. The tradition of whiskey is interwoven into the American fabric, and the American whiskey craze has captured the imagination of the Millennial generation. While high growth in this segment continues unabated, there are large numbers of this generation of drinkers who want to like whiskey but have not yet acquired a taste for it. Beach Whiskey is made for this generation of new whiskey drinkers while still appealing to the spirit connoisseur.

BB: I love the idea of combining fine whiskey with the beach life. Beach Whiskey celebrates the beach life and all that comes with it: parties, sports, relaxing, good music and having fun.

ITM: How is Beach Whiskey going to stand out from other celebbacked brands?

Beach Whiskey and bring the brand to life. We have all seen beautiful sea glass washing up on the beach over the years, and so the concept of making our bottles out of sea glass was born.

ITM: Sure, the concept of the “beach” works for consumers on either coast, but how are you going to resonate with the folks in the Plains states?

BB: What comes to your mind when you hear “beach”? Sunshine and water, right? No matter where you’re from, the word brings you somewhere. It could be the ocean or a lake, sitting in the sun by a pool or après-ski – you name it. Beach is a state of mind and it usually comes with a smile and friends. Now it also comes with a great whiskey.

ITM: Tell me about the whiskey.

BB: The Beach Whiskey partners organically believe in this brand. We’re not just a group of people who are being paid to send out a tweet or two each month. We love the beach and we also all love whiskey! Take my buddy, Andrew McGinnis (entrepreneur and another founding partner) – he is that beach guy. Went to USC, plays volley ball; I think he stand-up paddles to work.

His whole life is the beach. He had the initial idea of bringing whiskey to the beach, bringing it to daytime. I knew immediately it was going to be big and very cool, so I said yes. This is one of only two things in my life that I’ve put my money behind. I’m psyched to be in it.

JSW: We have some of the most innovative minds around, including recognized leaders in consumer products, sports, entertainment, media, technology and fashion, as founding partners in this business. They all have an opinion about the bottles, the liquid and the plan. We didn’t give any of the partners a piece of the business; everyone invested. If they didn’t fully believe in Beach Whiskey, they wouldn’t be in it. It’s great to have partners who care.

ITM: Speaking of the bottle, it’s really cool. Where did that come from?

JSW: In thinking about packaging, we wanted to create something that would truly be unique and iconic for

JSW: Our Beach Whiskey Original is 80 proof American whiskey. It is distilled from corn and filtered in a proprietary way, taking out impurities and harshness.

The distillation, filtration and blending process makes Beach Whiskey a uniquely versatile clear spirit with significantly more flavor than vodka, while possessing a smoothness that beats traditionally aged whiskeys and harsh un-aged rums. This makes Beach Whiskey a true crossover spirit that can be enjoyed straight up, on the rocks, as a shooter or mixed in cocktails.

Our two flavors will blow your mind. Island Coconut is delicious straight up or in mixed drinks; on the rocks, it’s like a skinny piña colada. Bonfire Cinnamon is what is being called the “adult” version of this flavor. Crisp and clean, with just the right amount of heat, Bonfire is a winner.

BB: The team at Beach Whiskey spent a few months tasting whiskeys and flavors to perfect the recipes and final product. We had more than 250 21+ year-old consumers taste it and vote on their favorite versions. We took their input, tasted everything again and finalized our formulations – it’s been one of the tougher parts of the process, but as they say, someone had to do it!

ITM: Is there anything you can share with us about the marketing plan?

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JSW: This is where the partners are really coming into play. We have some great opportunities for visibility through our partners in the music and entertainment industry, and we’re looking at some really innovative platforms with “augmented reality” that will bring Beach Whiskey to life. One of the things I’m really excited about is that we collaborated with Billy’s production company to create a TV show called “Beach Slap,” in which Beach Whiskey is a natural fit. TBS bought it and is producing it during spring break in 2016, giving us national network exposure.

BB: “Beach Slap” is a BIG event reality competition series that pits two new teams against each other each week in a series of fun, sexy, sandy, sweaty and outrageous PHYSICAL competitions at the hottest beach-party-destinations in the world. Think about a combination of Ninja Warrior meets Wipeout during old school “MTV Spring Break.” It will be the wildest beach party in the world and Beach Whiskey will be there.

ITM: What is your favorite way to drink it?

BB: I used to be a martini guy, so I like mine ice cold and on the rocks.

JSW: We’ve worked with a total rock star mixologist out of Indianapolis, and she has come up with some really amazing cocktails. My favorite is the flaming Bonfire Banana Brew.

Bonfire Banana Brew 1 ½ oz 2 oz ½ oz ¼ oz

Bonfire Cinnamon Beach Whiskey Looza Banana Juice Lime juice Wilks & Wilson Adelaide’s Orgeat

Serve over ice in tiki glass. Garnish with a Mexican cinnamon stick and a splash of overproof rum in a hollowed-out lime wheel. Just before serving, light the rum on fire.

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ITM: You’re on the beach, drinking Beach Whiskey – who’s with you?

BB: Anyone with a really big Twitter following so they can help us get the word out. Failing that, the biggest distributors in the country – I want the world to know about this.

ITM: Final thoughts?

JSW: Consumer desire for a clear, mixable spirit makes Beach Whiskey the perfect new offering for today’s flourishing cocktail culture. Whiskey finally has a place in daytime, in the sun. We take the quality of our whiskey and flavors very seriously, while taking ourselves and our brand with a grain of (sea) salt. Beach Whiskey is fun and whimsical and unlike any other spirit. Join us and raise a glass!

LEGAL

Assessing Continued Service: Do Not Focus on Conduct Alone

By David Samuels, senior litigation partner at Michelman & Robinson, LLP

This situation could have happened in any

restaurant and bar located within a hotel.

In most social circles, the patron was a “professional,” an accomplished drinker who started by having several drinks in the hotel restaurant with a meal. The patron drank approximately half a dozen drinks with the meal, and the server noted that there were no apparent changes in the patron’s speech or behavior. Next, the patron closed out the restaurant tab at the end of the meal, and started a new tab in the bar – which coincided with the end of the server’s shift. The patron had paid with cash; hence, there was no opportunity for name recognition by the bartender when the new tab was opened. Further, because of the patron’s high tolerance, which did not manifest itself in any form of visible inebriation, the bartender was not aware of the patron’s intoxication level when the patron first “bellied up” to the bar. Even after another half dozen drinks, no real outward signs of intoxication were on display.

It was only after the proverbial one-too-many that the patron suddenly started acting inappropriately. At that point, the patron was directed back to their hotel room to “sleep it off.” Unfortunately, the patron died a few hours later by choking on vomit.

Of course, responsibility for how much one

consumes rests with an individual. However, this situation highlights a potential service issue. In terms of assessing appropriateness for continued service, restaurant and bar staff normally almost exclusively focus on a patron’s conduct. However, when dealing with a patron who has a high tolerance level, reliance on conduct alone is frequently insufficient.

As a best practice, service staff should be trained to strongly consider the cumulative amount of alcohol that has been served in addition to the patron’s behavior. Further, the service staff need to know that the management team has their backs when it comes to cutting off customers strictly because they have already had too many drinks over a certain time period.

10880 Wilshire Blvd., 19th Floor Los Angeles, CA 90024 T 310.564.2670 F 310.564.2671 www.mrllp.com

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Trinchero Family Estates Presents:

by Barry Wiss, CWE, CSS

Getting into the Spirit ACROSS 1

2

3 5

4

Italian herbal liqueur – the “witch”!

6

A sweeter mint-flavored version of fernet

7 Makes Americanos bitter; from the violet family

6 8

7

1

10 Italian spirit that has an intense bitterorange flavor 11 Grappa produced by single grape variety may be known as ______

9 10

12 Liqueur traditionally made from Sorrento lemons

11

12

15 Liqueur produced by steeping green walnuts in spirits

13 14

15

17

16

18

17 Central portion of the distillation, considered the potable spirit, is called the ______ 20 Primary flavor in Cynar

19

20

21 Original use and purpose of liqueurs 22 Historic scale to measure the alcohol content of a spirit – twice abv

21

22

23 Bar terminology for crushing ingredients to squeeze out juices, oils, flavors DOWN

23

2 Italian distilled spirit made from grape skins, seeds and stems 3 Italian liqueur that comes in a bottle shaped like a monk 4 Classic cocktail featuring Campari and gin 5

Grappa with a shot of espresso

8 Served before the meal to stimulate the appetite; derived from the Latin word for “open” 9

Italian word for “bitter”

13 A straight spirit served over ice 14 Served in Italy after a meal, to aid digestion 16 Sweet herbal liqueur made with star anise – the tall bottle 18 To create a spirit, the liquid to be distilled must contain ______ 19 Common ingredient used to aromatize vermouth

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Š2015 Trinchero Family Estates, St. Helena, CA

Trinchero Family Estates started out in 1948 as a small familyrun Napa Valley winery with one storied brand: Sutter Home.

Now in its third generation, the company has grown into one of the most respected family-owned wine companies in the industry, with over 40 award-winning quality wine and spirits brands. As the company’s portfolio continues to grow, Trinchero Family Estates remains an independent, family-owned business committed to the guiding principle established by Mario Trinchero: To make great wine at a great price.

www.TFEwines.com

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EVERY VINTAGE HAS A “HIDDEN CRUSH” A winemaker’s selection of the finest grapes from their favorite vineyards. Hidden Crush is crafted by our collective of artists who share decades of combined experience in viticulture and winemaking and a lifelong passion for California’s Central Coast.

PEEK INSIDE AT WWW.HIDDENCRUSHWINES.COM

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Please enjoy our wines responsibly. © 2015 Hidden Crush Wines, Acampo, CA