Drink promotion

Sour cocktail on table in high-end bar
by David Klemt David Klemt No Comments

End the Month with this Sour Cocktail

End the Month with this Sour Cocktail

by David Klemt

Sour cocktail on table in high-end bar

End the month of August with a promotion focusing on one of the most popular members of the iconic sour cocktail family.

As I’ve been saying in several of this month’s articles, August is full of bar holidays. This month we celebrate Albariño, Cabernet Sauvignon, Pinot Noir, and Prosecco. And that’s just the wine holidays, which also include National White Wine Day and National Red Wine Day.

Additionally, National Rum Day and Mai Tai Day in August. Apparently, however, eight bar holidays just isn’t enough. And that’s awesome.

You see, we have another bar holiday to celebrate this month. National Whiskey Sour Day takes place on Thursday, August 25.

The Sour Family

Family, category, type… There are several ways to distinguish groups of cocktails.

And depending on your source preference, there are either a handful of families or at least twenty. Hey, why make things easy when we can obsess over minutiae and argue with our peers?

One of the most popular lists of families comes from Gary “Gaz” Regan, an icon in his own right. Sadly, he died on November 15, 2019. Regan’s 2003 book Joy of Mixology identifies “sours” amongst 19 other families.

In 1862, Jerry Thomas included several sours in his book The Bar-Tenders Guide. (a.k.a. How to Mix Drinks). You’ll find the Brandy Sour, Gin Sour, Santa Cruz Sour, and Whiskey SOur. However, a cocktail need not include “Sour” in its name to be part of this cocktail family.

Consider the characteristics of a sour: a base spirit, lemon or lime juice, and a sweetener. In some cases, also egg whites.

So, those defining elements place the Collins, Daiquiri, Margarita, French 75, Gimlet, Mojito, Paloma, Rickey, Sidecar, and Southside in the sour family. However, some would place the members of this group that call for a carbonated element into either the Champagne or so-called “sparkling sour” family.

Now, if you really want to get pedantic, the Whiskey Sour could be a member of the Punch family as well.

The Whiskey Sour

So, does it surprise you to learn that we don’t know the exact origin of the Whiskey Sour? As in, we don’t know precisely who to credit for creating this classic?

Well, it shouldn’t, as cocktail history is quite often murky and mysterious at best.

However, we know that the first appearance of the Whiskey Sour recipe is from Jerry Thomas’ The Bar-Tenders Guide. So, that means the cocktail was known in 1862.

Yet, it’s believed that this recipe was known for at least a hundred years prior. Interestingly, one can argue that the Whiskey Sour is sibling to Grog. In the 1700s, British Vice-Admiral Edward Vernon commanded captains to allow sailors to purchase sugar and limes to make their watered down rum rations taste better.

Hey, sounds like a base spirit, lemon or lime juice, and sweetener to me.

Alright, that’s enough history for you to share with your guests. To celebrate National Whiskey Sour Day, create a handful of LTOs. This can be as easy as offering a Whiskey Sour menu featuring an array of bourbons or other whiskeys. Additionally, you can menu a signature Whiskey Sour and have variants such as the New York Sour or Penicillin accompany it.

Also, if your local legislature permits the discounting of alcohols, you can offer a discount on Whiskey Sours. For food pairings, consider barbecue pork dishes, Cheddar cheese, or brie.

“Gaz” Regan’s Cocktail Families

For the curious, below is the list of cocktail families according to “Gaz” Regan, in alphabetical order:

  1. Beer- and Cider-based
  2. Bottled
  3. Champagne
  4. Cobblers
  5. Duos and Trios
  6. French-Italian
  7. Frozen
  8. Highballs
  9. Hot
  10. Infusions
  11. Jelly Shots
  12. Juleps
  13. Milanese
  14. Muddled
  15. Orphans
  16. Pousse-cafes
  17. Punches
  18. Snappers
  19. Sours
  20. Tropical

Image: Ambitious Creative Co. – Rick Barrett on Unsplash

"Life's too short to drink bad wine" cork
by David Klemt David Klemt No Comments

August: Attack of the Wine Holidays

August: Attack of the Wine Holidays

by David Klemt

"Life's too short to drink bad wine" cork

August doesn’t claim just one or two or even three wine holidays, there are actually six such holidays during this month.

Kicking off August are International Albariño Day and National White Wine Day. Obviously, those days have come and gone.

However, there are still four more wine holidays you can leverage:

  • National Prosecco Day on Saturday, August 13;
  • Thursday, August 18 is National Pinot Noir Day;
  • National Red Wine Day takes place on Sunday, August 28; and
  • Monday, August 29 is International Cabernet Sauvignon Day.

So, that’s just over two weeks to draw in guests, move some inventory, and generate revenue. Below you’ll find crash courses in three varietals so you and your team can speak with guests in a way that reduces or outright eliminates wine intimidation.

As a cool bit of trivia, two of the varietals we celebrate this month are among the six “original” Noble Grapes: Pinot Noir and Cabernet Sauvignon. The other four, for the curious, are Merlot, Chardonnay, Riesling, and Sauvignon Blanc.

Prosecco 101

First, yes, like Champagne, Prosecco is a sparkling wine. However, despite all the comparisons made between Prosecco and Champagne, the bubbles and production methods are just about the only similiarities between the two.

Champagne, of course, is French. Prosecco hails from Italy and is the country’s top sparkling wine. Like Champagne, Prosecco is protected and must be produced in a specific region.

To be Prosecco, the wine must consist of 85 percent Glera. There are two other grapes producers may use: Chardonnay and Pinot Noir.

Until recently, Prosecco (a.k.a. as you now know, Glera) has been treated as “lesser than” Champagne, commanding much lower prices. However, producers are now making bottles that range from inexpensive to higher end. In fact, you’ll find Prosecco holding its own against its French counterpart on many fine-dining menus.

To impress with Prosecco food pairings, go with cheese, cured meats, and pizza. Pizza and Prosecco? You can’t go wrong there!

Pinot Noir 101

Given that Pinot Noir finds itself in blends, Champagne, Prosecco, and other sparkling wine, you can get creative when celebrating National Pinot Noir Day.

For American operators, two of the top Pinot Noir-producing states are California and Oregon.

In Oregon, Willamette (rhymes with “damn it”) Valley produces incredible Pinot Noir. When it comes to California, look for bottles from Russian Rivery Valley, Sonoma, and the Saint Lucia Highlands.

For Canada, the top production regions are Ontario, British Columbia, Québec, and Nova Scotia. In particular, look for bottles from Prince Edward County, the Niagara Peninsula, and Okanagan County.

Generally speaking, Pinot Noir tends to be light or medium in body. So, if conducting a tasting, you may want to taste people on Pinot Noir before bolder red wines.

When it comes to food pairings, remember that this is a more “delicate” varietal. So, you’ll want to avoid dishes and food items with big, bold, rich flavors. This is a wine that pairs wonderfully with a variety of cheeses.

Cabernet Sauvignon 101

Ah, Cab Sauv. For both America and Canada, Cabernet Sauvignon is among the most popular varietals. It’s so popular in the US that it’s called the King of Grapes.

As you likely can guess, California is the top Cab Sauv-producing state in America. In particular, Napa Valley is known for world-class Cabs.

While most people think of California, Bordeaux, and Tuscany, Canada also produces fantastic Cabernet Sauvignon. Interestingly, the grape grows well (as do many varietals we associate with Bordeaux) throughout Canada.

However, Prince Edward County and the Niagara Peninsula are two of the best regions for Canadian Cab Sauv.

A bigger and bolder wine than Pinot Noir, Cabernet Sauvignon pairs well with rich, bold foods. If it’s grilled, smoky, peppery or otherwise assertive, Cab Sauv will likely play well with it.

So, there you have it. Two weeks of wine holidays for you to showcase your wine inventory and pairing skills. Cheers!

Image: D A V I D S O N L U N A on Unsplash

Klondike Original Choco Taco
by David Klemt David Klemt No Comments

How One Resort Fills the Choco Taco Void

How One Resort is Filling the Choco Taco Void

by David Klemt

Klondike Original Choco Taco

We hate to be the bearers of bad news but after 40 years Klondike is officially retiring the Choco Taco, now a casualty in the supply chain battle.

According to the Klondike website, the decision to discontinue the Choco Taco comes down to demand. After four decades, the Choco Taco is falling to the wayside so that Klondike can focus on the rest of their legendary portfolio.

Unfortunately, sometimes intense consumer demand can lead to hard choices. Per Klondike, a spike in demand for their product lineup means narrowing their focus. So, we must all bid a fond but bitter farewell to the Choco Taco.

Now, lest we raise an eyebrow and cast a cynical eye toward this news, Klondike provides an assurance this isn’t a PR stunt. Cruise on over to their Instagram account and you’ll see a post denying any stunt Choco Taco retirement. Observe:

 

View this post on Instagram

 

A post shared by Klondike (@klondikebar)

It’s a bummer and a fake or quasi-discontinuation would be welcome. However, this appears to really be happening.

Filling the Void

Now, the great news is that restaurant and bar owners can recreate the flavors of the Choco Taco. Below, you’ll find a recipe from a casino resort offering their guests a taste of their favorite ice cream treat.

Calling Atlantic City home, Oceans Casino Resort and their F&B team are the masterminds behind the Chocotini. This $11 cocktail is available at Oceans now through the end of August.

Wisely, Oceans is making the Chocotini available to guests via four locations on property. Guests can order one at the Lobby Bar, restaurants Distrito and Makai, and the property’s Topgolf Swing Suite. Notably, Ocean Casino Resort boasts the largest Topgolf Swing Suite in America.

 

View this post on Instagram

 

A post shared by Ocean Casino Resort (@theoceanac)

In fact, Oceans recently completed a $15 million property improvement—and has committed to investing a further $85 million into the resort. With amenities like HQ2 Beachclub, this casino resort rivals Las Vegas night- and daylife. Sets by Tiësto, DJ Snake, and Steve Aoki near the Atlantic City Boardwalk? Yes, please, and hand me a Chocotini.

Of course, you and your bar team can also create a creamy, chocolatey Martini to provide guests with a Choco Taco-like treat. I recommend also testing out a non-alcohol version for a tasty and booze-free sip.

Chocotini

Oceans Casino Resort Chocotini

Recipe and image courtesy of Ocean Casino Resort

First, prepare a Martini glass by striping the interior with chocolate syrup. If preferred, place in refrigerator to chill glass and harden syrup striping. Add vodka, liqueurs, and cream to a shaker with ice. Next, shake until well chilled and strain into prepared Martini glass. Top with whipped cream, and garnish with chocolate chips and waffle cone piece.

Image: Klondike

Dive bar or neighborhood bar
by David Klemt David Klemt No Comments

Raise a 7&7 to National Dive Bar Day

Raise a 7&7 to National Dive Bar Day

by David Klemt

Dive bar or neighborhood bar

We celebrate one of the most hallowed of drinking establishments on July 7, also known as National Dive Bar Day.

Look, we love a visit to a high-end, luxurious cocktail bar. But there’s nothing quite like discovering a casual, comfortable, unpretentious bar that feels like home.

Often times, the local watering hole is a cornerstone of a given community. So, we’re looking forward to the fifth annual National Dive Bar Day in just over two weeks.

You should have plenty of time if you’re a dive or neighborhood bar owner to create your National Dive Bar Day promotion.

A Little History

It’s hard to believe that National Dive Bar Day is a mere five years old. In fact, Seagram’s 7 Crown launched the first annual celebration in 2018.

Not only does this holiday honor a true institution, Seagram’s donated $25,000 to the National Trust for Historic Preservation on its inception. (This year, Seagram’s 7 Crown is supporting Main Street Alliance.)

This makes a lot sense when you think about it. After all, dive bars are often located in a historic building or are landmarks themselves.

Some people may not like it, but drinking culture is an integral part of many a community across not just America, not just North America, but the world.

Not so long ago a bartender could set beers and shots in front of two people with opposing views and they’d find common ground to bond over. The optimist in me hopes we can return to those days, visiting our local neighborhood bars and focusing on what we all have in common rather than letting ourselves grow further divided.

Where some people see a “just” a dive bar, those of us in the know see social and cultural centers that support neighborhoods and communities.

Given their commitment to unpretentious and welcoming service, we need to support and protect our local dives.

What Makes a Dive Bar?

There are some key elements that set dive bars apart from other drinking establishments.

Characters on both sides of the bar, inexpensive drinks, familiar bar food, and an approachable feel are, I would say, the hallmarks.

Now, there are those who think a dive bar also includes an “earthy” smell, to be generous. They may also feel that they call dirty buildings with questionable structural integrity home.

However, “dive” doesn’t have to mean filthy. First and foremost, a dive bar needs to be comfortable and welcoming. Filth tends to give off an unwelcoming, dangerous vibe. That’s not exactly the spirit of hospitality.

Just as a great dive bar should be clean, it should also have a solid F&B program. Inexpensive doesn’t have to mean cheap. Oh, and no, the staff doesn’t have to be surly and untrained.

Dives are Neighborhood Bars

When I first learned about Nickel City, as an example, I saw what a dive bar should be. Both locations, Austin and Fort Worth, are described by co-owner Travis Tober as “anytime bars.”

Nickel City commits to serving the community, and they’re open when people need them. In fact, as you’ll learn during episode 50 of the Bar Hacks podcast, Tober made sure they were open to serve people during the infamous winter storm of 2021 that shut down much of Texas.

In speaking with Tober and reading other interviews with him, I learned that he prefers the term “neighborhood” to “dive.” Due in part to the negative perception some have of dive bars, I can understand his preference.

In my opinion, the difference lies in subtle but important nuances. However, I’ll probably still refer to neighborhood bars as dive bars.

Either way, Nickel City is a dive bar done right and a concept that other operators should certainly study. Nickel City is exemplary, a standard that dive/neighborhood bars should aspire to reach.

The 7&7

As far as Seagram’s is concerned, the 7&7 is “the quintessential Dive Bar drink.” It’s difficult to argue: it’s a highball, it’s fast and simple to make, it’s refreshing, and it shouldn’t be pricey.

But, hey, if you’ve never made or ordered one, here’s the recipe:

Simply prepare a highball glass with ice, add Seagram’s 7 Crown and 7UP, and stir. Then just stir, garnish, and serve.

Cheers!

Image: Florencia Viadana on Unsplash

Golden podcast microphone
by David Klemt David Klemt No Comments

Top Whisky-centric Bar Hacks Episodes

Top Whisky-centric Bar Hacks Episodes

by David Klemt

Golden podcast microphone

We’ve had the privilege of speaking with dozens of industry experts on the Bar Hacks podcast, including whisky distillers, brand reps, and bartenders.

So, to inspire you to pull out all the stops for your World Whisky Day promotion, we’ve rounded up twelve whisky-centric Bar Hacks episodes for your listening delight.

Cheers!

Episode 12

Co-host David Klemt (that’s me) of the Bar Hacks podcast chats with Jared Boller, Canadian National Whiskey Ambassador at Proximo Spirits. Tending bar gave him the opportunity to live, work and travel around the world.

At the time of this podcast, Boller represented brands like Bushmills and Proper No. Twelve at Proximo Spirits in Canada. On episode 12, Jared discusses his journey through the world of hospitality and how operators can benefit more from working with brand ambassadors.

Episode 25

One of our favorite people in the industry—and in life in general—popped by to speak with Bar Hacks. Megan Breier is one of the most engaging, entertaining and knowledgeable educators in the hospitality and spirits industries.

In this episode, Megan explains what sets Maker’s Mark apart from other bourbons, some of the amazing activations she’s executed, Private Selection, Maker’s 101, Margie Samuels’ contributions to the brand and industry, and more. Listen now!

Episode 28

Lyre’s Spirits crafts alcohol-free spirits that masterfully mimic their full-proof counterparts. Bar Hacks co-host David Klemt sits down with Lyre’s brand ambassador, bartender and buddy Tim Rita to chat about the brand.

On episode 28 you’ll learn about one of the fastest-growing brands in one of the fastest-growing beverage categories. How is an alcohol-free brand relevant on World Whisky Day? Lyre’s makes American Malt, a zero-proof take on bourbon.

Episode 31

Ted Fleming, entrepreneur and CEO and founder of Partake Brewing, stops by to discuss the founding of the alcohol-free beer brand, the importance and growth of the non-alcohol beer category, how operators can succeed with non-alc, advice for entrepreneurs, and more.

Given the importance of low- and no-proof drink options to bar operations, Partake Brewing pairs well with brands like Lyre’s to make sober-friendly Boilermakers. Listen to this episode here.

Episode 32

Woodford Reserve brand ambassador Michael Toscano stops by to talk about the Kentucky Derby, crafting the perfect Mint Julep, maximizing the operator-brand-rep relationship, and more. Check it out now!

Episode 39

Anthony “Terry” Bohlinger, national brand ambassador for new William Grant & Sons whiskey brand Fistful of Bourbon, drops by Bar Hacks. Terry talks about launching a brand during a pandemic, representing an irreverent brand that doesn’t take itself too seriously, the hilarious videos Fistful of Bourbon created to introduce the brand, lessons learned during his journey in hospitality, and more. Listen here!

Episode 50

In our 50th episode, Travis explains the difference between a dive bar and a neighborhood bar, and notes that both Nickel City locations are “anytime bars” that welcome everyone. He also shares his hospitality journey, which saw him go from Buffalo, NY, to Florida, Las Vegas, and ultimately Texas; tips for staying on brand; hiring and retaining team members; how the hospitality industry is the entertainment industry; supporting the community during a crazy winter storm; location scouting; how there’s no better time to open a bar or restaurant than right now; and much more.

Nickel City is known for an incredible range of whiskeys, monthly whiskey specials, and specialty Boilermaker combinations. Listen to episode 50 now.

Episode 52

Lynn House, national spirits specialist and portfolio mixologist for Heaven Hill, drops by Bar Hacks to speak with host David Klemt about the second annual Old Fashioned Week.

Lynn and David also discuss bourbon, rye, hospitality, building balanced cocktails, and how trust plays a role in educating guests so you and your team can introduce them to new drinks and experiences. Listen now!

Episode 59

Whiskey expert, spirits judge, and sommelier Theo Rutherford stops by the Bar Hacks podcast to talk about Bib & Tucker Small Batch Bourbon, a prominent addition to the Deutsch Family of wine and spirits. Rutherford shares the Bib & Tucker brand story, what sets the brand apart from other bourbons, and why the 6 Year expression appeals to all categories of whiskey drinkers. He also shares tips for tasting bourbon, including how easily Bib & Tucker wins over non-whiskey drinkers.

Listen now to learn why Theo wants you to smell everything and stop swirling your whiskey at tastings.

Episode 63

David Vitale, founder of Starward Whisky, shares his journey into whisky distillation and how craft beer brewing plays a significant role. The two also discuss Australian whisky, making inroads throughout North America, and why Starward expressions work so well with food and food programs.

In this episode you’ll also find out which Starward whisky David Vitale calls the “Swiss Army knife of whiskies,” which makes the perfect Manhattan, Starward Solera, and more.

Episode 71

Glendalough Distillery co-founder, national brand ambassador, and bottlewasher Donal O’Gallachoir comes on the podcast to explain what makes the distillery’s whiskey and gin “remarkably different.” Ever since they opened their doors, Glendalough has been on a mission to honor Irish distilling heritage and returning Irish whiskey and gin to the top of their respective spirits categories.

Donal also shares the details of Glendalough’s newest release: batch number one of 7 Years Mizunara Finish. Listen now!

Episode 74

David Vitale, founder of Starward Whisky, returns from Australia and returns to the Bar Hacks podcast! The Australian whisky producer took home an incredible amount of medals from the 2022 San Francisco World Spirits Competition. David tells host David Klemt what it was like to see the final award tally, how the Starward team reacted, and dove into the mission and vision of Starward Whisky.

The two also discuss the award-winning expressions that are either already available in the US or on their way to American shores. David shares the details of the Fortis, Octave Barrels, Unexpeated, and Dolce expressions. And for the single-barrel lovers out there, David also dives into the magic behind single barrel bottlings Nos. 684, 3278, and 4539. It’s exciting to learn about the expressions joining Two-Fold, Nova, Solera, and Ginger Beer Cask #6. Listen to episode 74 here!

Image: Amr Taha™ on Unsplash

Sazerac cocktail and mixing glass on bar
by David Klemt David Klemt No Comments

National Cocktails: Canada & America

National Cocktails: Canada & America

by David Klemt

Sazerac cocktail and mixing glass on bar

We’re taking a look at two cocktails that can trace their roots to America and Canada for this year’s National Cocktail Day.

Further, KRG Hospitality has a headquarters in each country. So, we’ll be focusing on the cocktails for which Canada and America are known.

Celebrate National Cocktail Day, March 24, with the recipes below. Cheers!

Canada’s Official Cocktail

Let’s kick things off with Canada. There’s no cocktail with as close an association to the Great White North as the Caesar.

In fact, it’s Canada’s national cocktail. So ubiquitous, it’s woven into the fabric of Canadian pop culture.

Consider this Letterkenny exchange as exhibit A:

Darryl: “I’d have a Bloody Caesar.”

Wayne: “Do you wanna know what? I’d have a Caesar, too.”

Squirrely Dan: “I could have a Caesar if you guys are havin’ Caesars.”

Darryl: “Hard to see a Caesar and not want a Caesar.”

Wayne: “That’s actually how they market Caesars.”

According to cocktail lore, the city of Calgary and province of Alberta get to call themselves the home of the Caesar.

Disputed Origins

As the story goes, Walter Chell invented the cocktail in 1969. Chell was a restaurant manager at the Calgary Inn, now a Westin property.

Oh, wait. There’s also Walter Winchell and the Smirnoff Smiler cocktail. Tracing mentions back to 1953, this drink is made with vodka, tomato juice, clam juice, and Worcestershire sauce.

Hang on… In 1959, Charles Addams—y’know, the creator of the Addams Family—said he created the Gravel Gertie in Manhattan, New York. This cocktail calls for vodka to be mixed with tomato juice, clam juice, and Tabasco sauce.

Well, Chell was onto something when he combined every ingredient in the Smiler and Gertie. To me, this an original that stands far above any perceived predecessors.

Chell also crafted the recipe using a “rule of four”:

  • one shot of vodka;
  • two dashes of hot sauce;
  • three dashes of salt and pepper; and
  • four dashes of Worcestershire sauce

Prepare a glass with a celery salt or salt and pepper rim. Add ice, then add the above ingredients. Top with Caesar mix (Clamato juice, these days), and garnish with a celery stock and lime.

America’s Unofficial Cocktail

Now, onward to America. So, we don’t have an official national cocktail here. Clearly, our neighbors to the north know how to have more fun.

We have a native spirit—bourbon—but that’s where it ends.

However, we do have New Orleans. And in New Orleans we have the birthplace of American hospitality.

We have something else in New Orleans. In 2008, the Louisiana state senate passed a bill that named an official cocktail for the city.

That cocktail? The Sazerac.

Two Bases, One Drink

Cocktail historians will tell you that there are essentially two recipes for the Sazerac. They’ll also tell you that the origins of this cocktail are under dispute.

Are you beginning to see a pattern with cocktail history? It’s never clear, is it?

First, let’s address the original, assuming it’s America’s first (or at least oldest known) cocktail. From the 1850s to 1870s, it was made with Cognac. And not just any Cognac, Sazerac de Forge et Fils.

Depending on who you ask, either bar owner Aaron Bird or Antoine Amedie Peychaud invented the Sazerac. The cocktail recipe includes two dashes of Peychaud’s Bitters, so it’s easy to understand why some credit Peychaud with creating this drink.

Then, there’s the version that took off in the 1870s. Again, depending on the source, either American tastes changed or a phylloxera outbreak affected Cognac production. Perhaps both are true, converging to alter the Sazerac recipe.

Either way, rye whiskey replaced absinthe, and Herbsaint replaced the absinthe. Some bartenders also substitute bourbon for the rye.

The Recipe

It’s not difficult to make a Sazerac, just like it isn’t difficult to find one in New Orleans.

You’ll need two Old Fashioned (aka rocks) glasses, or one Old Fashioned and a mixing glass.

Rinse a chilled glass with absinthe or Herbsaint, and add ice. In the mixing glass or second glass, add ice, two ounces of Cognac, rye whiskey or bourbon, a half-ounce of simply syrup, and three dashes of Peychaud’s Bitters. Stir until well chilled.

Before straining, discard the ice and any excess absinthe or Hersaint from the prepared glass. Now, strain into prepared glass, express a lemon peel, and use that peel as garnish.

Alternatively, you can split the base and do Cognac and rye or bourbon, paying homage to each version of the Sazerac.

Image: Johann Trasch on Unsplash

White Claw Ruby Grapefruit and pizza poolside
by David Klemt David Klemt No Comments

How to Use RTDs for LTOs

How to Use RTDs for LTOs

by David Klemt

White Claw Ruby Grapefruit and pizza poolside

The RTD, aka ready-to-drink, category continues to grow and gain greater market share, particularly in the US.

However, the common association with RTDs is that consumers mostly drink them at home.

That begs a simple question: How can operators generate revenue with this popular, in-demand beverage category?

Massive Growth

Unsurprisingly, the RTD cocktail category is still one the rise.

These drinks are convenient. New brands come to market regularly. They tend to fall in line with rising consumer desire for lower-ABV options. And many brands speak to consumer desires—sustainability and outdoor interests, for example—via their visions and missions.

Per the IWSR, the US leads the charge when it comes to demand for RTDs. North America as a whole is driving growth.

However, the category grew 43 percent globally in 2020 alone. According to multiple sources, RTDs are worth USD $782.8 million. Projections have the category more than doubling by 2028: $1.7 billion.

Tequila and gin RTDs appear to be the most popular within the category, but rum, whiskey, and vodka are also growing.

So, what’s the point of all these numbers? Operators need to know what consumers are drinking and leverage that demand for the benefit of their businesses.

Simple LTOs

One of the most obvious ways to deliver on RTDs is to treat it like beer. Add a “Canned Cocktails” section and list your options. Or, hey, do what some venues do and add White Claw and other RTDs to the beer list.

After all, millions of people order canned beers every day in restaurants, bars, hotels, and entertainment and sports venues.

However, there are guests who perceive ordering an RTD instead of a traditional cocktail at a bar as a sub-par experience.

The bartender, after all, is just popping a top and handing over a can.

One way to elevate the experience is via limited-time offers. A great example comes from Nickel City, which has two locations in Texas: Austin and Fort Worth.

The award-winning neighborhood bar offers a monthly Boilermaker, and this month’s was the Rise & Shine:

 

View this post on Instagram

 

A post shared by Nickel City (@nickelcityatx)

As you can see, a High Noon Grapefruit Vodka Soda comes with a 50/50 pour of Aperol and Altos Tequila for just $8.

Other restaurants and bars—with vessels large enough—are offering riffs on the Corona-rita with RTDs. The bar team builds the cocktail as usual, then inverts and inserts the RTD.

Such a drink can certainly be leveraged via monthly LTOs.

There are a few keys to succeeding with RTDs: understanding your guests, knowing your market, and getting creative. Guests willing to spend on the RTDs they enjoy at home while at your restaurant or bar? Great. Guests unwilling unless there’s added value? Convene your bar team and tap their creativity.

Image: Maria Oswalt on Unsplash

Sunglasses and beer on table at a bar
by David Klemt David Klemt No Comments

Summer Stimmy, Hot Vax Summer

Summer Stimmy, Hot Vax Summer

by David Klemt

Sunglasses and beer on table at a bar

When considering event programming, operators should consider the zeitgeist of the current era in which we find ourselves.

Big brands monitor and leverage the cultural climate of a given time.

Operators can do the same, as long as they embrace authenticity, show a sense of humor, and avoid disrespect and appropriation.

Here are a couple examples operators can use for Summer 2021.

Summer Stimmy

Bud Light is tapping into America’s federal response to the pandemic—stimulus checks, to be exact—with creativity and a sense of humor.

Is it too soon? It doesn’t seem so—the levity is a welcome respite.

For all intents and purposes, it appears Bud Light is leaning heavier into the creative and promotional aspect than just humor.

Bud Light’s Summer Stimmy is a proposal to “make Summer 2021 even awesomer for people across America.”

The brand explains each “proposal” item as though they’re components of a bill up for consideration. For example, Part I, Section 1 of the Bud Light Summer Stimmy proposal carries the subtitle “Tons of Tix.” Bud Light proposes to give away 100,000 tickets for MLB, NBA, NFL, NHL, NWSL and WNBA events.

Part I, Section 2, More Awesomeness, proposes the nomination of Rob “Gronk” Gronkowski as Secretary of Summer. Additionally, the section proposes May 14 as National Gronk Day, his birthday.

Of course, Bud Light owns the term Summer Stimmy now. However, clever operators can get in on the fun (and profits) through their Bud Light rep. Or, they can get creative and come up with their own Summer 2021 promotions that leverage pent-up demand.

Hot Vax Summer

Even though it seems like forever ago, who can forget 2019 and Hot Girl Summer?

Megan Thee Stallion, one half of the infamous “WAP” duo, gets the credit for coining the phrase and creating the movement.

The “rules” for Hot Summer were simple: Women and men just needed to be “unapologetically them,” make having a good time a priority, and be free.

We all know what happened in 2020. There certainly wasn’t a Hot Girl Summer, Part Two.

Meeting new people, dating, hooking up… For the most part, none of that happened without Covid-19 tests and quarantining. That is, if those activities occurred at all.

But now we have multiple vaccines: Pfizer, Moderna, and Johnson & Johnson. AstraZeneca and Novavax have yet to be authorized by the FDA.

So, what are the Hot Vax Summer rules? Pretty simple: Get vaccinated (fully), get back out there to meet, interact and hook up.

And where do people tend to go to meet others? Restaurants, bars, nightclubs and dayclubs.

Whether to confidently and comfortably meet friends they haven’t seen for several months, make new friends, or kickstart dating, our businesses are where people want to be.

Operators need to ensure their venues are ready for the initial crush of guests clamoring to finally reclaim their social and romantic lives. So, prepare your outdoor areas; make sure indoor areas meet guest expectations for comfort so they can interact freely; and ensure your staff is ready for the welcome onslaught of eager guests.

Image: Photo by Drew Beamer on Unsplash

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