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Brown Wilson football on a football field

February 14, 2022by David Klemt David Klemt No Comments

Booze Brands Spent Buckets on Big Game

Booze Brands Spent Buckets on Big Game

by David Klemt

Super Bowl LVI commanded ad prices of $7 million for just 30 seconds, and several brands scrambled to snap up these record-setting spots up.

But before we get into some of the brands that purchased ads, congratulations to the Los Angeles! And condolences to Cincinnati Bengals fans—that was a heartbreaker.

Personally, I had no skin in the game. However, I was eleven years old when the Bengals last made it to the Big Game in 1989. I wanted to see them win last night.

Speaking of the Big Game, a 30-second ad spot reportedly cost $675,000 during the 23rd championship. In today’s money, that would be $1,530,442.

So, who in the beverage alcohol world splashed out $7 million for ads during the Big Game yesterday? And why do we still have to play this name game when referring to “that” game?

More importantly, what does it matter to you who spent so much on commercials on Sunday? Well, with so many eyes glued to TVs yesterday, it stands to reason that some consumers will be influenced to seek out brands and new products.

In other words, you may find that guests are ordering or asking if you carry certain products. For example, the products below.

Budweiser

Would it be a…Big Game…without a Budweiser commercial? Technically, yes. But I think we all know it would feel weird.

Yesterday’s spot was sparse when it comes to beer. However, it featured a horse and dog best friend duo, and that’s just as good as beer. Perhaps it’s even better, because dogs are dogs and horses are huge dogs.

Bud Light Hard Seltzer Soda

When Guy Fieri shows up you can bet whatever he’s endorsing is big on flavor. So, since the Mayor of Flavortown (who I’m now crowning Lord of the Land of Loud Flavors) showed up in yesterday’s Bud Light Hard Seltzer Soda, operators should count on some guests asking for these five-percent ABV RTDs.

Bud Light NEXT

Oh, you thought Hard Seltzer Soda was Bud Light’s big reveal? Nope!

The brand purchased two spots and one revealed Bud Light NEXT, the brand’s new zero-carb beer. The compelling ad asks people to consider the benefits of eschewing norms

Busch Light

Ya gotta love a brand that leans into having fun in their marketing. Busch Light knows who they are as a brand and, more just as importantly, knows their audience.

I’m not gonna lie, their ad made me want to kick back, pop a top, and listen to the soothing sounds of Kenny G. Outdoors. By a river. At the foot of a mountain.

Cutwater Spirits

People love the “Here’s to the crazy ones” quote from Steve Jobs. Well, Cutwater Spirits is raising a can to the lazy ones.

Just watch it below, trust me. Of the alcohol commercials, this was my favorite.

Michelob Ultra

The sheer number of celebrity athletes that showed up in Michelob Ultra‘s ad spot was breathtaking. Just as impressive is the fact that their spot came in at one minute. So, Michelob likely spent $14 million on their ad.

Of course, as a The Big Lebowski fan, the biggest feature for me was Steve Buscemi’s appearance in a bowling alley. Donny lives!

Samuel Adams

Well, your cousin from Boston got a security gig at Boston Dynamics. In Samuel Adams’ “Your Cousin from Boston (Dynamics)” spot, your cousin introduces the robots to the new Wicked IPA Party Pack. Whaddya wanna bet shenanigans ensue?

There are four beers in the pack: Wicked Hazy, Wicked Easy, Wicked Double, and the brand-new Wicked Tropical.

Image: Dave Adamson on Unsplash

Chris Wirth and Camila Soriano, founders of Volley Tequila Seltzer holding cans of Volley

February 8, 2022by David Klemt David Klemt No Comments

Volley RTD: Clean, Lean & Green

Volley Tequila Seltzer: Clean, Lean & Green

by David Klemt

The founders of the world’s first clean tequila RTD, Volley Tequila Seltzer, are on a mission that values transparency and giving back to the planet.

Dynamic entrepreneurial duo Chris Wirth and Camila Soriano are the guests on episode 66 of the Bar Hacks podcast.

The two share the Volley story, including what drove them to create the brand and their mission.

Transparency is Challenging

It turns out that being transparent on your labeling isn’t as easy as it sounds. When it comes to beverage alcohol in the US, there are limits on what a brand can include.

You see, alcohol labeling isn’t the FDA’s purview. Rather, it falls under the authority of the Alcohol and Tobacco Tax and Trade Bureau, or TTB.

A little bit of digging reveals that when the Alcohol Administration Act was passed in 1935—two years after prohibition was repealed—the Federal Alcohol Administration was created.

This federal body replaced the Federal Alcohol Control Administration. The Federal Alcohol Administration had statutory powers and, as the name implies, had authority over the alcohol industry.

Seventy years later, the TTB was created and is the federal agency tasked with alcohol industry regulation. That means they control alcohol labeling.

So, when the FDA implemented nutrition labels, alcohol was unaffected. As far as the TTB is concerned currently, there’s no requirement for the labeling of alcohol similar to what’s required for packaged food.

But David, I bet you’re not asking, just because it’s not required doesn’t mean I couldn’t choose to include transparent nutrition labeling for my bottle of spirits or ready-to-drink canned cocktail, right?

Apparently, no—that’s incorrect. As you’ll hear in episode 66 with Soriano and Wirth, it’s not that simple. In fact, the TTB may reject your information-laden packaging for being too transparent.

Without policy changes, there’s no incentive for alcohol producers to be more transparent—and they may be prohibited from doing so.

Simple Changes are Impactful

All that said, Soriano and Wirth were able to introduce new packaging after just launching in 2020.

You may have seen people wipe off the tops of cans before opening and drinking from them. In fact, you may be one of these people. If so, great—you know why Volley now has foil covering the tops of their cans.

As Soriano explains on the Bar Hacks podcast, the tops of canned drinks are horrifyingly unsanitary. And as far she and Wirth are aware, Volley is the only canned beverage other than San Pellegrino with foil caps (in the US, anyway).

This simple packaging change carries a big impact. Likewise, it fits with the brand’s identity and mission. The brand is driven to be healthier, more thoughtful, and more transparent.

A single 12-ounce can comes in at just 100 or 110 calories, depending on expression (there are four). All Volley RTDs are gluten-free and free of added sugars. You won’t find fermented cane sugar, corn syrup, fake sugars, essences, or “natural” flavors.

In fact, there are just three ingredients in a can of Volley: 100-percent blue agave tequila, 100-percent organic fruit juices (never from concentrate), and sparkling water. And yes, Soriano and Wirth can tell you exactly who their sources are for each ingredient.

Win-Win-Win Mission

That brings us to their drive to give back and be responsible stewards of the planet. Volley is in a partnership with Leave No Trace, a non-profit committed to caring for the outdoors.

If some industry experts are proven correct, 2022 will be the year that tequila dethrones vodka as the top-selling spirit throughout North America. Not only does Volley resonate with tequila lovers, the brand is also at the forefront of other trends popular with today’s consumer: sustainability, ethical business practices, active lifestyles, transparency, and healthier options.

Add the facts that RTDs make for excellent delivery order add-ons and can be served as quickly as a beer and you’ve got a no-brainer for your restaurant, bar, hotel or resort.

We love a brand that offers upside in droves. Volley is a win for consumers, a win for operators, a winning brand, and a win for the planet.

Disclaimer: Neither the author nor KRG Hospitality received compensation, monetary or otherwise, from Volley or any other entity in exchange for this post.

Image: Volley Tequila Seltzer

LikeMeat plant-based burgers in skillet with onions

January 31, 2022by David Klemt David Klemt No Comments

Plant-based Performance is Nuanced

Plant-based Performance is Nuanced

by David Klemt

The World Resources Institute is making the case that the success of plant-based products on-premise will require menu changes.

In particular, changes need to be made menu item descriptions. Drilling down even further, the language we use in descriptions is crucial to performance.

Simply put, just offering recognizable plant-based brands and their products isn’t enough.

Speaking to Guests

When it comes to plant-based food items, there are multiple consumer segments to consider.

For example, there are those who are all-in on plant-based. Targeting this group is easy—promote the fact that you have the products they want.

There’s also the previous group’s counterpart: uninterested in these food items. It’s likely you’re simply never going to convince them to even try plant-based menu items.

Of course, there are the consumers in between. If succeeding with plant-based menu items will translate to more guests engaging with your business, increasing traffic and revenue, speaks to your brand in an authentic way, and matters to the community you serve, these are the guests you need to win over.

But as stated above, simply putting Impossible, Beyond, LikeMeat, or other brands on your menu likely isn’t enough. This is something some fast-casual brands are experiencing. Plant-based performance, as evidence and anecdotes appears to show, is nuanced.

Announcing plant-based alternatives seems to result in a quick rise in sales. However, that initial interest doesn’t appear to last long. And when sales slow an operator either finds themselves sitting on stock, lowering prices, or both.

Again, if succeeding with plant-based items is good for your brand, you’ll need to do some work.

Language Matters

The World Resources Institute (WRI) addressed this topic last week via video presentation. Titled “Messaging that Works: Engaging Diners in Climate Action,” the nearly hour-long video states that language matters for plant-based buy-in.

A study conducted by the WRI found that “nudging” guests with the right messaging boosted plant-based sales. The institute tested ten “framing themes” with ten associated themes.

Two types of messages “came out on top by a long way,” according to presentation host Edwina Hughes:

Small change, big impact
Joining a movement

Per the WRI’s study, those two themes resulted in around double the demand for plant-based items as other themes.

The first theme speaks to a person’s personal agency, or their actions and the impact they can have on their own lives.

Joining a movement relates to social norms. In particular, suggesting something is a movement tells someone that there are like-minded people already engaged with this concept, product, lifestyle, etc.

Putting this to Use

Menu descriptions, table talkers, POS messaging, and social media can all play a role. Again, this is only if this is important to your brand and guests. If plant-based menu items aren’t authentic to your business, the “Small change, big impact” messaging may not be of interest to you.

For operators who want to succeed with plant-based items, the WRI presentation suggests a “nudge.” In relation to the first theme from above, the process would be:

Personal empowerment statement: A person can have a positive impact on the environment.
Easily attainable action: Substitute one meat-based meal for a plant-based one.
Easily understood personal outcome: A positive result that can come from their purchase.

When it comes to the movement theme, operators can use the following nudge, provided by the WRI as an example during their presentation:

“Ninety percent of Americans [size and/or relevance of group] making the change to eat less meat [group’s behavior] choose plant-based dishes that have less impact [call to action].”

Plant-based menu items aren’t really a trend anymore, but they’re also not quite mainstream. If they’re going to perform stronger in the QSR and other segments, they’ll need better messaging.

Additional Takeaway

The lessons learned from WRI’s presentation aren’t limited to the performance of plant-based menu items. Nudges can work for all manner of products in all types of concepts.

When you look at your menu with a truly critical eye, ask yourself:

Does it have attention-grabbing descriptions?
Do the descriptions accurately describe the items?
Would you be swayed by your descriptions?
Are there any calls to action?

If you can’t answer yes to most or all of those, your menu would likely benefit from revisions.

Your menu isn’t just a catalogue of food, drinks, and prices. Rather, it’s a powerful sales and marketing tool. Take the time to leverage it accordingly.

Image: LikeMeat on Unsplash

Red graffiti heart with black outline on weathered, worn wall

January 28, 2022by David Klemt David Klemt No Comments

Be Different this Valentine’s Day

Be Different this Valentine’s Day

by David Klemt

When people are considering spending time and money on a holiday two years into a pandemic, they’re seeking unique experiences.

This is particularly true of holidays that traditionally involve an evening out at a restaurant or bar.

Sure, the tried and true will still probably work. After all, the pandemic has driven comfort and comfort foods to perform well.

However, a significant percentage of guests want to experience something new when they leave their homes. Below you’ll find two Valentine’s Day drink recipes and an example of entertaining programming.

When it comes to beverage programming, most people expect bubbles or rosé wines. And of course pink wines, Champagne, Prosecco, Cava, and other sparkling wines should be on hand.

But offering a Valentine’s Day cocktail that isn’t a French 75 can help your holiday menu stand out. One recipe leverages a spirit that may knock vodka off its throne this year. The other showcases a spirt that various industry experts have been hoping claim the number one spot for years.

Kiss from a Rosa

Tequila, particularly premium and ultra-premium expressions, is crushing it as a category. This Valentine’s Day cocktail is made with Código 1530 Rosa, an ultra-premium blanco tequila.

Rested for one month in uncharred French white oak barrels formerly filled with Napa Valley Cab, this unique tequila is characterized by a rosé hue.

1.5 oz. Código 1530 Rosa tequila
0.5 oz. Cointreau
0.5 oz. Raspberry syrup
0.5 oz. Lemon juice
1 Egg white
Pink sugar or raspberries to garnish

Build it: Combine all ingredients in a cocktail shaker without ice. Shake hard for roughly 30 seconds, until the ingredients form a foam. Add ice to the shaker and shake until chilled. Strain into a rocks glass. Garnish with pink sugar or raspberries on a cocktail pick.

Bacardí Old Cuban

I’ve lost track of the number of people who have predicted (hoped is probably more accurate) that rum will “finally have its year.” With tequila projected to potentially crush vodka and Irish whiskey performing so well, it’s unlikely rum will dominate 2022.

However, the category may still experience even more growth this year. Reserva Ocho is based on the Bacardí family’s reserve rum.

The eight-year-old premium rum’s dried fruit, spice, and vanilla notes play well with Prosecco. This cocktail also features a pairing that many guests wouldn’t expect to work: rum and Prosecco.

2 oz. Bacardí Reserva Ocho Rum
2.5 oz. Martini & Rossi Prosecco
4 Mint leaves
1 oz. Simple syrup
1 oz. Lime juice
2 dashes of Bitters

Build it: Combine all the ingredients except Prosecco in a cocktail shaker with ice. Shake vigorously, then double-strain into a coupe. Top with Prosecco and garnish with a mint leaf float.

Both cocktails above can easily justify premium pricing.

Dueling Axes Las Vegas Valentine’s Day

Featured on episode 41 of Bar Hacks, Dueling Axes offers an upscale axe-throwing experience. Of course, being upscale doesn’t mean the venue is stuffy.

Rather, Dueling Axes emphasizes fun and unique experiences. Their Valentine’s Day programming is an example of balancing the familiar with the unexpected.

From February 13 through February 15, couples will be treated to two free glasses of Champagne. Groups of four or more will receive a bottle of Champagne for free.

On February 13, however, Dueling Axes is offering an attention-grabbing promotion.

Targeting Galentine’s Day guests, the venue is encouraging people to bring in photos of their exes. The staff will hang the picture on the bullseye to motivate throwers to ace their tosses.

View this post on Instagram

A post shared by Dueling Axes – Las Vegas (@duelingaxeslv)

A bit aggressive? Sure. A tad dark? Yep. Memorable? Absolutely.

The recipes and programming above illustrate that simple deviations from the expected can help your venue stand out. This Valentine’s Day, strike a balance between the expected and unique.

Image: Tengyart on Unsplash

Tanteo Tequila Jalapeño Margarita made with Tanteo Jalapeño Tequila

January 26, 2022by David Klemt David Klemt No Comments

Bring the Heat: It’s Spicy Margarita Day!

Bring the Heat: It’s Spicy Margarita Day!

by David Klemt

Today is the day to dial up the heat and deliver some fiery flavors to your guests with spicy Margaritas.

Why? Because it’s the second annual National Spicy Margarita Day!

Originally known as Founder’s Day, this bar holiday comes to us from Tanteo Tequila.

Participation is easy enough, and even easier if you have Tanteo Jalapeño, Habanero, and Chipotle bottles.

Tanteo CEO and Master Blender Neil Grosscup explains the signature cocktail holiday on the Bar Hacks podcast. During episode 64, Grosscup shares that the inaugural celebration honored late Tanteo founder Jonathan Rojewski. The holiday also highlights the brand’s mission: Crafting a tequila that makes the world’s best spicy Margarita.

However, it’s not just about promoting the brand and their favorite cocktail. Rather, Tanteo leverages this holiday to encourage people to give back.

Sustainability Initiatives

As Grosscup explains on Bar Hacks, he and the Tanteo team value three forms of sustainability:

Economic
Social
Environmental

The Tanteo distillery’s ownership spans 84 agave-farming families. Tanteo Tequila is the 85th owner. This business model—the only distillery owned by a co-op of agave farmers—is an example of economic sustainability.

There are a few reasons for this approach. One of those is that it helps the farmers weather market swings. Indeed, agave is acutely susceptible to shifts in market value. When there’s too much agave, the value of a kilo of agave can plummet quickly. Another reason for the Tanteo co-op is transparency.

About 150 bars are participating in this year’s National Spicy Margarita Day. For every spicy Margarita made with Tanteo Tequila sold at these venues through January 30, $1 will go to a variety of waterway cleanup charities:

Chattahoochee Riverkeeper
Friends of the Chicago River
Friends of the LA River
Keep the TN River Beautiful
Ohio River Foundation
Orange County Coastkeeper
San Diego River Park Foundation
Trinity River Audubon Center
Un Salto Con Destino. This organization is cleaning up the Rio Santiago. The Tanteo distillery is in Juanacatlán, Jalisco, Mexico, and the Rio Santiago is crucial the surrounding community.

How to Participate

It’s a little late to join officially as a bar partner with Tanteo. However, that doesn’t mean you shouldn’t celebrate the holiday.

Serving up spicy Margaritas is always a great idea. One simple way to leverage National Spicy Margarita Day is to create a small specialty menu. With at least three Margaritas, you can boost the heat level of each version to appeal to different guest’s spice preferences. You can alter heat levels using different Tanteo expressions, infusions, bitters, syrups, etc.

Or, you can simply perfect your restaurant or bar’s signature spicy Margarita. Either way, promote your participation on across your social platforms.

Speaking of social, snap a pic of your Margarita(s) and use the tag #NationalSpicyMargDay. Notice the spelling: the hashtag uses “Marg,” not “Margarita.” For every social media post tagged #NationalSpicyMargDay, Tanteo will donate $1.

See below for three Tanteo spicy Margarita recipes. ¡Salud!

Tanteo Jalapeño Margarita

2 oz. Tanteo Jalapeño Tequila
1 oz. Fresh lime juice
¾ oz. Agave nectar

Prepare a rocks glass by adding ice. Optionally, rim glass with Tanteo Jalapeño Salt or your signature blend. Add all ingredients to a shaker with ice. Shake well and strain into prepared rocks glass. Garnish with a lime wedge or jalapeño slice (or both).

Tanteo Habanero Margarita

2 oz. Tanteo Habanero Tequila
1 oz. Fresh Lime Juice
¾ oz. Agave Nectar

Tanteo Chipotle Margarita

2 oz. Tanteo Chipotle Tequila
1 oz. Fresh Lime Juice
1/2 oz. Agave Nectar

Prepare a rocks glass by adding ice. Add all ingredients to a shaker with ice. Shake well and strain into prepared rocks glass. Garnish with a chipotle pepper, orange slice, or lime wedge.

Image: Tanteo Tequila

Jameson Orange Irish Whiskey bottle and cocktails

January 24, 2022by David Klemt David Klemt No Comments

Launch of the Irish: Whiskeys You Want

Launch of the Irish: Whiskeys You Want in 2022

by David Klemt

Tomorrow is National Irish Coffee Day. What better time to take a look at the Irish distilleries and releases to look out for in 2022?

From the looks of things, Ireland’s distillers are set to unleash a flood of enticing whiskeys this year. This bodes well for whiskey lovers, Irish coffee and St. Patrick’s Day fans, and your menu.

Below you’ll find ten bottles to update the Irish whiskey section of your menu. Sláinte!

Jameson Orange ($24.99 SRP)

From arguably the most recognizable name in Irish whiskey comes Jameson Orange . You can check out the bottle in the image above. With natural orange flavor, Jameson says Orange works well neat, on the rocks, and in cocktails. In particular, simple drinks like Jameson Orange and Cranberry.

Bushmills Causeway Collection 27-Year-Old Bourbon Cask ($745 SRP)

You can take two things away from this Bushmills bottle’s name. First, this ultra-premium Irish whiskey comes with hefty price tag. Second, the maturation process involves bourbon barrels. In fact, the first 21 years of maturing takes place in first-fill bourbon casks from Kentucky.

Tullamore DEW XO Caribbean Rum Cask Finish ($39.99 SRP)

Looking to switch things up with your tiki or nautical bar menu? Want to offer a new take on tropical drinks? Replace the rum with Tullamore DEW XO Caribbean Rum Cask Finish. To craft this unique expression, Tullamore DEW finishes their whiskey in former demerara rum casks, which impart notes of bananas, dates, and raisins.

Midleton Very Rare Dair Ghaelach Kylebeg Wood, Tree No. 2 ($352 SRP)

An important element of the whiskey experience—all spirits, ideally—is getting a taste of the region from which originates. With Dair Ghaelach, which translates to “Irish oak” in Irish or Scottish Gaelic, Midleton aims to deliver a taste of the heart of Ireland. They do this by finishing this expression in casks made from virgin Irish oak from, of course, Kylebeg Wood.

Method And Madness Single Malt ($95 SRP)

Micro Distillery in Midleton, Ireland, which you’ll find in County Cork, first laid this whiskey down in 2002. The liquid matures in bourbon casks before finishing in Fresnch Limousin Oak barrels. Expect cereal malt notes on the nose; barley, ice cream cone and cinnamon stick on the palate; and bon-bons on the finish.

The Pogues Single Malt ($24.99 SRP) and Blended ($28.99 SRP)

Yep—the Pogues. The Celtic band teamed up with Master Distiller Frank McHardy to craft two Irish whiskeys. Single Malt, packaged in a bold red bottle, offers a smooth sip with notes of chocolate, cinnamon, marshmallow, nougat, wood, and spice. The Pogues Blended Irish Whiskey combines grain and malt whiskeys, delivering dark chocolate, citrus, dark fruit, and spice on the nose and palate.

Roe & Co. ($29.99 SRP)

Straight out of Dublin, Roe & Co. produces creamy smooth, warm and inviting blended Irish whiskey. This bottle just may become a favorite among your guests on St. Patrick’s Day this year.

Micil Inverin Small Batch ($51.99 SRP)

This bottle comes from the first distillery to open legally in Galway, a coastal town on the west side of Ireland. Founder Pádraic Ó Griallais is a sixth-generation poitín (very generally speaking, “Irish moonshine”) distiller. The Scotch drinkers among your guests will appreciate the charred wood and peat characteristics of Iverin Small Batch. I would definitely try this in a Penicillin.

Sailor’s Home The Journey ($51.99 SRP)

Hailing from Limerick, Ireland, Sailor’s Home crafts four expressions of Irish whiskey. For this roundup, I’m sharing The Journey, a Gold Medal winner at the 2021 International Spirits Challenge. As the distillery suggests, this may become your guests’ new go-to Irish whiskey, and likely in short order. First, whiskey is aged in virgin American oak casks. The liquid is then moved to American bourbon barrels. Finally, that liquid is combined with malt Irish whiskey that was matured in American bourbon barrels and finished in Jamaican rum casks. As the distillery says, “No other Irish whiskey is made like this.”

Shanky’s Whip ($24.99 SRP)

Fine, this isn’t strictly an Irish whiskey. Shanky’s Whip is a blend of liqueur and Black Irish whiskey. Perfect for shooting, in a highball with cola, or dropped into a pint of stout.

Prices in USD. Image: Jameson

Glass of whiskey neat against black background

January 21, 2022by David Klemt David Klemt No Comments

Stories Sell: Whiskey Maturing and Aging

Stories Sell: Whiskey Maturing and Aging

The whiskey emoji in real life.

When it comes to tempting a guest out of their comfort zone or introducing someone to a new spirit, telling a compelling story is key.

Now, when we’re talking about whiskey, there are several directions the relevant stories can take.

We can focus on a distillery’s heritage and legacy. There are the histories of master distillers and master blenders. And there are innovations that pertain to maturing and aging.

Look, it’s been a heavy week. The National Day of Action to Save Restaurants took place on Tuesday. Half of this week’s KRG Hospitality were focused on that crucial campaign.

So, I think we need to end this week with something fun. Remember, when your guests are having fun at your venue, they’re more apt to order that second or third drink. Of course, a fun experience also encourages first-time guests to convert to loyal, repeat guests.

You know what’s fun? Checking out how distillers are innovating and crafting special releases. Many limited-run expressions leverage attention-grabbing maturing and aging techniques to stand out.

Below are a few unique expressions. Sometimes, short and snappy is the best sales approach. Quickly sharing how a particular bottle was matured or aged can sell a dram quickly and effectively.

Jefferson’s Ocean

This bottle, a “very small batch” blend of straight bourbon whiskeys, goes on journey before arriving in your guest’s glass.

How great a journey? According to Jefferson’s Bourbon, Jefferson’s Ocean barrels travel on the deck of a ship 25 ports across five continents. During this aging process, the barrels also cross the equator twice.

The result is a unique bourbon with hints of salted caramel popcorn, tropical fruit, and brine. In short, the salt air of the sea is captured in each barrel that takes this impressive trip.

Starward Two-Fold, Nova, and Solera

David Vitale, the founder of Starward Whisky, is the guest on episode 63 of the Bar Hacks podcast.

During his episode, Vitale explains that Starward matures in Australian wine barrels. And to make sure the Australian distillery gets the most out of these barrels, Starward sources them from wineries that are within a day’s drive.

Vitale calls Two-Fold the “Swiss Army knife of whiskies.” Working well neat, on the rocks, in cocktails (like a Two-Fold & Tonic, says Vitale), and with food. Nova, also matures in barrels once filled with Australian red wine. The result is a whisky that Vitale says makes the world’s best Manhattan.

For Solera, Starward takes a slightly different approach. The distillery utilizes the Spanish Solera method for this expression, as the name implies. However, to really deliver a dram that embodies its home, Solera is matured in former Apera barrels. Apera, an Australian fortified wine, is similar to sherry.

Starward Ginger Beer Cask

If ocean aging and wine barrel maturation doesn’t grab your attention, this bottle may at least get an eyebrow raise out of your and your guests.

Now, before I proceed, this is a highly allocated Starward expression. During his podcast interview, Vitale told me even he, the founder, only gets one of these bottles when they come up for release.

The 2022 Starward Ginger Beer Cask is the seventh bottling of this experimental expression. To craft this rare spirit, Starward brews alcoholic ginger beer (Vitale comes from the craft beer brewing world in Australia) and finishes their single malt whisky in those ex-ginger beer casks.

Expect strong, spicy, warm notes of ginger, along with candied citrus, dark chocolate, vanilla, and pineapple.

American Highway Bourbon

When country music superstar Brad Paisley went on tour in 2019, he brought along something unique. That special something? A world first: 90 barrels of whiskey inside a 53-foot trailer.

That “rolling rickhouse” traveled coast to coast across 25 states. The 90 barrels toured and aged with Brad Paisley for more than 7,300 miles.

When the tour concluded, the trailered whiskey was blended with three Kentucky bourbons to create Batch One: one three year, one 13 year, and one 15 year. American Highway Reserve, in collaboration with Bardstown Bourbon Company, was born.

Batch Two is coming in 2022. For this expression, the rolling rickhouse followed Paisley’s 2021 tour.

Each of the bottles above tell a unique, tempting story. Better yet, these stories can be told to guests quickly. Upselling is an art, and these bottles make it easier.

Image: Mathew Schwartz on Unsplash

Cocktail resting on a ledge in front of a window

January 12, 2022by David Klemt David Klemt No Comments

Moderation Movement: Damp January

Moderation Movement: Damp January

by David Klemt

Move over, Dry January, there’s yet another alternative to “traditional” alcohol consumption at the start of a new year.

As we know, Dry January consists of abstaining from drinking any alcohol for 31 days. Also known by the awkward name Dryuary, this annual practice continues to gain popularity.

However, not everyone is comfortable with this all-or-nothing approach. Instead, there are those who want to try Damp January.

What is It?

You’re likely already guessing how Damp January works. Rather than abstinence, participants practice moderation.

Generally speaking, that’s it—it isn’t a complex concept. However, there are many approaches to Damp January.

Some people set hard limits for themselves. For example, a wine drinker may resolve to only consume three glasses of wine per week. A beer drinker may choose to only have two beers from Monday through Friday.

Another approach is to determine how many full alcohol drinks one consumes on a weekend. Then, they decide to reduce that consumption by 50 or 75 percent.

However one chooses to participate in Damp January, the goal is reduction and moderation.

Is this a Fad?

In a word, no. Whatever label is put on it—moderation, sober curious, reduction—many consumers are looking to drink less alcohol.

Dry January was once seen as a fad. Instead, it’s safe to say it’s much closer to being mainstream.

Of course, time will tell if Damp January will earn as much buy-in as its abstinence-focused counterpart.

However, it’s easy to see how Damp January may become long-term behavior for some consumers.

What Does this Mean for Operators?

There are those who simply want to be more mindful of their alcohol consumption. Their goal isn’t to stop drinking alcohol, it’s to make lifestyle changes and reduce their drinking.

Sift through social media, forum and blog posts, and articles on the subject, and you’ll come across interesting motivations for moderation. In many cases, people point to alcohol playing a role in their social lives.

Of course, that means drinking with friends, coworkers, and family members at restaurants, bars, and nightclubs. They simply want to consume less alcohol per visit.

This doesn’t have to present as a threat to operators. The increasing popularity of alcohol-free beers, zero-proof spirits, and low-ABV options can prove profitable for a restaurant or bar’s bottom line.

Guests who making the decision to not consume alcohol or seek out low-proof options still want to socialize. They still want to visit bars and restaurants. More importantly, they want to feel comfortable in their choice.

So, it’s up to operators to ensure Damp and Dry January guests don’t feel alienated or mocked for reducing or abstaining from drinking. Providing low- and zero-proof drinks—and highlighting them on menus—shows these guests they’re welcome and supported.

Additionally, it’s crucial that these guests receive the same level of service and presentation as other people at your bar or restaurant. A little thought to make sure they’re treated the same will go a long way.

Image: Mathew MacQuarrie on Unsplash

January 5, 2022by David Klemt David Klemt No Comments

5 Books to Read this Month: January ’22

5 Books to Read this Month: January ’22

by David Klemt

This month’s fun and informative book selections will help you develop next-level culinary, beverage and leadership skills as we kick off 2022.

To review December 2021’s book recommendations, click here.

Let’s jump in!

Try Dry: The Official Guide to a Month Off Booze

For those who want to learn more about Dry January, Try Dry is an insightful resource. Of course, this book is also informative beyond the first month of the year. As living alcohol-free movement becomes more mainstream, it’s important for operators to understand the movement. Whether permanent or temporary, there are myriad reasons some guests decide against drinking alcohol.

Of Peats and Putts: A Whisky and Golf Tour of Scotland

During the pandemic, interest in golf skyrocketed. In part, this has led to increased interest in golf simulators, driving ranges, and nine-hole rounds of golf rather than full, 18-hole outings. Of Peats and Putts tells the story of golf and whisky in Scotland. A compelling read for operators looking to bring golf into their businesses.

The Way of the Cocktail: Japanese Traditions, Techniques, and Recipes

Not even two months on the market and already causing quite the buzz! The Way of the Cocktail comes from Julia Momosé, one of the minds behind Chicago cocktail destination Kumiko. From classics to new riffs, the recipes in this book are based on 24 micro-seasons.

Bourbon [Boxed Book & Ephemera Set]: The Story of Kentucky Whiskey

Clay Risen is considered an authority on spirits. In particular, he’s lauded as an expert on whiskey. Bourbon lovers will appreciate the Bourbon: The Story of Kentucky Whiskey box set for what it is: a definitive history of America’s native spirit. Along with profiles of Kentucky distillers, Risen has included interviews and photographs to tell the story of bourbon.

Amaro: The Spirited World of Bittersweet, Herbal Liqueurs, with Cocktails, Recipes, and Formulas

There are many reasons to love amaro. Bitter and bittersweet notes, complex flavor profiles, and their utility when it comes to crafting low-ABV cocktails are among those reasons. Amaro by Brad Thomas Parsons explores the rich history of amaro and includes over 100 recipes.

Image: Mikołaj on Unsplash

Quarter Proof Light Gin bottle and cocktail

December 15, 2021by David Klemt David Klemt No Comments

ABV: Does it Have to Be All or Nothing?

ABV: Does it Have to Be All or Nothing?

by David Klemt

In the discussion of alcohol, it seems to be an all-or-nothing topic: spirits and drinks are either full-proof or zero-proof.

Innovations in the space take two paths. There are brands like Seedlip that create alcohol-free spirits using botanicals, herbs and other ingredients. Resulting products are original creations with unique flavor profiles.

Another path is taken by brands such as Lyre’s. Rather than creating entirely new spirits, these producers craft alcohol-free that mimic their full-proof counterparts. For example, Lyre’s vast range includes a zero-proof bourbon and rum.

When it comes to drink builds, things get a little deeper. Yes, the all-or-nothing approach still applies to a point. Obviously, there are standard and high-proof cocktails. And yes, there are alcohol-free, zero-proof cocktails, also known as “mocktails.”

However, there’s also a third approach: low-ABV cocktails. Two popular build techniques are:

making low-proof liqueurs and wines the stars in Spritzers and other drinks; and
reverse cocktails.

When the conversation around lower-proof cocktails first gained steam, Spritzers, Fizzes and other options were brought to the forefront.

Then came the reverse cocktails, which I’ll explain briefly using a Reverse Martini build:

Let’s say your traditional recipe calls for two ounces of gin, a half-ounce of sweet vermouth (we can fight about this some other time), and a dash of orange bitters. To build the Reverse Martini, half the gin, quadruple the sweet vermouth, and keep the bitters the same.

Crafting reverse cocktails isn’t an overly complex process. But what if there was a third entry in the full-proof versus zero-proof battle?

Quarter Proof

It turns out, there is another path those seeking to consume lower-proof cocktails can take.

As the brand Quarter Proof says (or asks), “Who said it had to be all or nothing?” As the name implies, this brand intends to craft spirits that ring in at a quarter of the proof of their traditional counterparts.

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The brand’s first product, G/N, is produced in the same manner as full-proof gin: copper pot distillation. Like traditional gin, G/N is made with juniper berries.

However, because the resulting liquid is just 12-percent ABV and not 37.5 percent, European law says it can’t be designated “gin.” So, Quarter Proof got creative with the name.

Quarter Proof G/N is like a full-proof London Dry Gin in every way—aroma, flavor profile, mouthfeel, finish—save alcohol content. Along with juniper berry, expect coriander, sweet orange, and grapefruit on the nose and palate.

This is an intriguing development in the world of spirits and I’m eager to see what Quarter Proof crafts next. “Light spirits” produced to deliver the full drinking experience with moderation from the ground up are a compelling option.

Image: Quarter Proof