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De Daltons gourmet Golden Boy hamburger, cropped image
by David Klemt David Klemt No Comments

Want Champagne Onion Rings with That?

Want Champagne Onion Rings with That $6,000 Burger?

by David Klemt

De Daltons gourmet Golden Boy hamburger, cropped image

Matthew McConaughey once said that the inventor of the hamburger was smart but creator of the cheeseburger was a genius.

So, what title should we bestow upon the person who created the first-ever gourmet burger?

Super-genius? Superhuman? Superhero?

Perhaps legend is high-enough praise for whomever made it acceptable to charge more than $10 for a simple menu item.

A Brief History of Haute Hamburgers

The United States is widely credited with the invention of the hamburger. However, the exact origin is unknown. Therefore, it remains heavily disputed.

Of course, we wouldn’t have today’s gourmet burgers without two decidedly standard burger powerhouses: White Castle and McDonald’s.

The former was founded 100 years ago this past March in 1921, while the latter really came into its own in 1955. However, thanks to films like The Founder, McDonald’s tends to get the lion’s share of modern burger and fast-food credit.

Regardless, the first haute cuisine burgers wouldn’t hit the market until the turn of this century. Chefs Daniel Boulud and Richard Blais are among the names that receive credit for creating the gourmet burger category.

Over the past several years, several high-dollar burgers have made headlines. For example, Corvallis, Oregon-located restaurant Juicys Outlaw Grill created a $5,000 burger ten years ago. Anyone interested in having one was required to provide 48-hours’ notice.

In 2017, Dutch chef Chef Diego Buik offered a $2,300-plus burger at South of Houston in the Hague. Just two years ago, Chef Hubert Keller featured a $5,000 burger on the menu at his Las Vegas restaurant Fleur.

Another Las Vegas restaurant, Burger Brasserie, has offered a $777 burger for nearly a decade.

Chef Gordon Ramsay’s latest restaurant, the cleverly named Gordon Ramsay Burger outpost in London (the original is in Las Vegas), features a burger that costs between $106 and $144. Oh, and it doesn’t come with fries—those come with an upcharge of ten bucks.

New King of Burgers

Now, there’s a new most-expensive burger making the scene. Interestingly, it’s not from an American restaurant.

De Daltons, a Dutch diner located about 40 minutes southeast of Amsterdam, is the home of a gourmet burger known as the Golden Boy.

De Daltons gourmet Golden Boy hamburger

Of course, this isn’t just any gourmet burger—at €5000, De Daltons is attempting to make it the gourmet burger.

So, what does one get for their nearly $6,000 investment in haute cuisine?

To start, there’s the burger. It’s made of ground A5 Wagyu brisket and chuck short rib. It’s topped with The Macallan- and Kopi Luwak coffee-infused barbecue sauce; truffled Cheddar cheese; Joselito vintage jamon (the best ham in the world); Dom Pérignon-battered onion rings; Beluga caviar; white truffle; Tiger tomato and cucumber that was pickled in matcha; smoked mayonnaise made saffron, chive and duck eggs; and king crab cooked in white wine.

Oh, and the burger is given a whiskey-smoked treatment before it’s served.

Speaking of service, what kind of bun is luxurious enough to hold the Golden Boy? A saffron- and Dom Pérignon-infused gold leaf one, of course.

Gourmet Gimmick?

The latest headline-grabbing burger is truly a hedonistic indulgence. Unlike some haute hamburgers from the past, however, it’s made with truly impressive ingredients.

Before the Golden Boy made its appearance, one simply had to make a BOUS (Burger of Unusual Size) to get attention. One could also go the “gourmet” route by pairing their signature burger with a pricey bottle of Champagne.

After those two routes turned a bit stale, chefs with impressive credentials could make news by making gourmet burgers from “fancy” meats, slapping foie gras and an aged cheese on top, and dusting the bun with gold.

De Daltons’ burger is clearly taking the gourmet burger in an ultra-luxe direction. All challengers to the King of Burger throne will have to follow suit.

Yes, the Golden Boy is a gimmick. Yes, it has helped De Daltons pull focus and grab the global restaurant spotlight. However, as ludicrous as many will find the price tag, the burger does deliver on luxe ingredients and pageantry.

So, am I suggesting that restaurateurs review their menus, local suppliers, and market to come up with their own headline-generating luxury menu item? Well, yeah.

If an operator’s kitchen team has the skills to execute on a specialty high-priced item while remaining authentic and without alienating loyal guests, go for it. If there’s only PR, marketing and revenue upside, creating one incredible “off-menu”item is worth the effort.

Again, this comes down to operators knowing their guests, their markets, and what they’re great at doing. The word “gimmick” doesn’t have to be a dirty word—it can be a positive if done correctly.

Image: De Daltons

Burger with onion rings and beer
by David Klemt David Klemt No Comments

Father’s Day Food & Beer Pairings

Father’s Day Food & Beer Pairings

by David Klemt

Burger with onion rings and beer

Father’s Day is right around the corner and while it isn’t usually quite as busy as Mother’s Day, this year could be different.

After all, states and provinces are reopening, and the weather is getting warmer. In fact, Governor Andrew Cuomo announced yesterday that restaurants and bars are no longer subject to social distancing restrictions.

And hey, who isn’t looking for an excuse to get out and return to restaurants and bars?

Now, I’m going to assume that most operators who plan to celebrate Father’s Day this weekend have their promotions in place. However, to help give those promos a boost, I want to share beer pairings for classic Father’s Day menu items.

Of course, these pairings work well on any day of the week, and they’re in no way limited to dads. Anyone who enjoys beer will appreciate operators putting an emphasis on food and beer pairings.

Burgers

One of the most popular foods, particularly for those seeking out comfort, burgers and an array of beers go together. For a classic hamburger, suggest an IPA, APA or Lager. Known for your mushroom and Swiss cheese burger? Brown ales, amber ales and porters work well. Pale ales go well with bacon burgers, and wheat ales and Witbier pair with veggie burgers.

Chicken

Fried chicken is certainly right up there with burgers in terms of comfort foods. And it’s certainly great for Father’s Day. Suggest pairing fried chicken with a Kölsch, Märzen, Helles, and Hefeweizen. For barbecue chicken, recommend a light lager, Pilsner, Saison, Hefeweizen and Witbier. Honey glazed chicken (baked or as wings) work very well with a Kölsch.

Pork

If you have ribs on the menu, there are a few ways to go with beer pairings. Porters, stouts and German lagers are medium- to full-bodied and can stand up to bold, rich flavors and compliment smoke. On the other hand, pale ales and IPAs (lighter versions tend to work better) are lighter but can compliment barbecue flavors as well. Porters and American pale ales sip well with pulled pork sandwiches. A Märzen, Hefeweizen or Porter pairs nicely with pork chops.

Steak

Just like there are several cuts of beef for steaks, there are several beer types that pair well with steak. Brown ales, stouts, porters, IPAs, lagers and IPAs work well for different reasons. Cuts that are more flavorful (ribeye, top sirloin, porterhouse, T-bone) pair well with darker beers (generally speaking). But cuts like filet mignon, known to be lighter in flavor, work well with lighter beers (some lagers and IPAs).

Seafood

Much like steak, seafood presents plenty of variety for beer drinkers. You’ll find that Pilsners compliment many different types of seafood. Generally speaking, lobster dishes pair well with a Pilsner or an IPA (that isn’t too assertive). Pilsners work great with an array of fish, so suggest one with your fish and chips or tilapia. When it comes to many crab dishes, lagers and—yep—Pilsners are excellent recommendations. Wheat beers pair well with mussels, and sours and Goses drink well with oysters.

Grilled Vegetables

When it comes to grilled and charred vegetables, dark beers with roast coffee, malty and chocolate flavors pair very well. Imperial stouts can certainly hold their own with grilled, roasted and charred veggies. However, black lagers and porters are lighter than imperial stouts with similar flavor characteristics, meaning they won’t overpower the vegetables.

Of course, the best way to make winning pairing suggestions is to try them yourself. Even better, include kitchen staff, servers and bartenders and get their feedback. There’s no substitute for being able to make pairing recommendations based on personal experience.

Image: Edward Franklin on Unsplash

Sparkling red wine in wine glass with condensation
by David Klemt David Klemt No Comments

5 Bottles for June 21, World Lambrusco Day

5 Bottles for June 21, World Lambrusco Day

by David Klemt

Sparkling red wine in wine glass with condensation

On June 21, the world celebrates one of Italy’s most-famous wines, the oft-misunderstood and maligned Lambrusco.

Now, some people of a certain age chuckle and roll their eyes when someone mentions Lambrusco. After all, the most (in)famous example throughout North America was Riunite.

Of course, I mean no disrespect to that particular producer. It’s just that the world is aware of other Lambrusco labels.

People also now know much more about wine in general and Lambrusco specifically. And they know it’s not always a sweet, sparkling wine.

Lambrusco 101

Much like many, many other wines, Lambrusco is a protected designation. Think Champagne, Prosecco or Châteauneuf-du-Pape.

Lambrusco comes from five regions in Northern Italy: four in Emilia-Romagna and one in Lombardy. Cheese fans may know Emilia-Romagna for its Parmigiano Reggiano cheese production.

The five denominazione di origine controllata (DOC) regions each produce distinct styles of Lambrusco with their own unique characteristics.

For example, Lambrusco Grasparossa di Castelvetro from Modena are the most-tannic of these wines. They also tend to be dark purple in color.

In contrast, some Lambrusco Reggiano wines are lighter in color. These Lambruscos also tend to be sweeter on the palate and more floral on the nose.

Lambrusco di Sorbara produces perhaps the most unique Lambrusco, such as rosè.

Most Lambrusco is semi-sparkling, or frizzante, owing to winemakers using the ancestral, traditional or Charmat methods of production.

Modern Outlook

For decades, most North Americans were only aware of Lambrusco from Riunite. Therefore, North Americans only knew Lambrusco as a cloyingly sweet, fizzy Italian wine.

Of course, many people love sweet. So many, in fact, that the term “sweet sells” is well-known among beverage managers.

However, today’s consumer doesn’t necessarily want to drink what their parents or grandparents drink. And while they may not dislike sweet outright, they want to experience different flavor profiles.

For these consumers, bartenders, bar managers, servers, and floor managers should be aware of a few important Lambrusco label terms:

  • Dolce: This is the sweetest Lambrusco.
  • Amabile: Medium-sweet wines not quite as sweet as dolce.
  • Semisecco: The most common Lambrusco, off-dry wines that aren’t as sweet as amabile or dolce.
  • Secco: Dry Lambrusco with balance and savory notes in addition to fruit on the palate.

Lambrusco is a great alternative to Champagne, Prosecco and other sparkling wines in the summer. In particular, those with patios should push their guests to try it.

Where to Start

Like I said, I’m not bashing Riunite—the label has been around for quite some time.

But for those who want to fill out their wine menus, these bottles are worth a look. I’ve chosen one bottle from each of Italy’s five Lambrusco DOCs.

Fondo Bozzole ‘Incantabiss’ Lambrusco Mantovano

From the Lombardy region. A soft wine with mineral notes balance the fruit (strawberry in particular).

Vigneto SaettiRosso Viola 2019

From the Lambrusco Salamino di Santa Croce region. This bottle would definitely draw some eyes as it’s brought to a table. Dry with smoothness balanced by assertive tannins. Black cherry, red berries, and violet.

Lini 910 Lambrusco Rosso Labrusca Reggiano (non-vintage)

91 points from Vinous. Blueberry and strawberry on the nose and palate. I have to say, the label is pretty cool.

Cleto Chiarli Lambrusco Grasparossa di Castelvetro Amabile Centenario (non-vintage)

Speaking of labels, I can see where this bottle would be mistaken for Champagne. Semi-sweet and smooth with lots of fruit on the nose and palate.

Paltrinieri “Radice” Lambrusco di Sorbara (non-vintage)

High acid lends itself to this wine’s significant brightness. Along with strawberry, expect grapefruit and watermelon notes.

Image: Dirk Wohlrabe from Pixabay

Applebee's restaurant with censored, pixelated sign
by krghospitality krghospitality No Comments

International Chain Slashes Menu

International Chain Slashes Menu

by David Klemt

Applebee's Grill & Bar casual dining restaurant

If you’re curious as to whether “lean and mean” menus are here to stay as a result of the pandemic, look no further than one international chain.

Moving forward, Applebee’s Grill + Bar menus will be some 60 items lighter.

The chain’s menu will be 38 percent smaller, and the change is permanent.

Significant Overhaul

Of course, it isn’t like the Applebee’s menu is tiny now. At about 100 items, it’s still larger than most independent restaurant menus. For contrast, KRG Hospitality president Doug Radkey, in most cases, recommends 12- to 32-item food menus.

Still, the casual dining chain cutting 60 items permanently is a big move.

The decision is a direct result of the pandemic and the toll it took on Applebee’s and the industry overall. Unfortunately, like many operators big and small, chain and independent, the chain had to furlough staff. Lightening the menu made it easier for the chain to adapt and shift toward takeout and delivery.

Weak performers and complex items that affect efficiency are gone. According to John Cywinski, Applebee’s president, the decision means faster ticket times, more consistency, and better efficiency.

Among the 60 or so items that are no longer available: the triple cheeseburger, clam chowder, and BBQ brisket tacos.

Streamline Summer

The decision to eliminate dozens of complex and lagging items puts Applebee’s in a better position for Summer 2021, potentially.

Speaking with CNN Business, Cywinski said, “The team will have to be very thoughtful about every single product or beverage they introduce, and the consequence of it from a complexity standpoint.”

That thoughtful approach is crucial in large part because of Applebee’s new menu policy: When a new item comes onto the menu, an old item must go.

Accordingly, Applebee’s can remain innovative while avoiding once again inflating their menus.

With demand for social interaction, a return to normalcy, and in-person restaurant and bar visits set to explode, Applebee’s finds itself with a menu that’s nearly 40-percent smaller. That should make it simpler for the chain’s restaurant and bar teams to fill orders quickly, efficiently, and consistently.

Menu Refresh

Every operator needs to know their numbers. That doesn’t just mean costs and inventory, by the way.

Do you know the cook times for each food item on your menu? Do you know how many dishes you can make with a given ingredient? Is thoughtful cross-utilization an important element of your F&B operations?

The answers to those questions can help you identify bottlenecks in your operation and become more agile.

Another important question to consider: Do you know which menu items are your slowest sellers? If you do, answer this: Why are they still on your menu?

When you eliminate an item, yes, some guests will express their disappointment. You’ll have to weigh the costs of keeping a poor performer against freeing up resources by losing an item that rarely sells. You may even identify an item that you personally love but just doesn’t move. Again, you have to do what’s best for your bottom line.

You may not have 160 items on your menu. You may not have 100. That doesn’t mean you don’t have at least a handful of items that you can eliminate to reduce costs and increase revenue.

Image: Applebee’s Grill + Bar

Close-up of one hundred dollar bill
by David Klemt David Klemt No Comments

The Next Spirits Billionaire?

The Next Spirits Billionaire?

by David Klemt

Close-up of one hundred dollar bill

A recent deal involving a whiskey brand is set to help welcome another member to the exclusive Celebrity Spirits Billionaire’s Club.

Three-division UFC fighter. Two-division champion. Entrepreneur. Billionaire? Conor McGregor may add another comma to his bank account.

Proximo Spirits and Proper No. Twelve Irish Whiskey will continue their relationship long-term after agreeing to a nine-figure deal.

The terms of the Proper-Proximo agreement are confidential. However, the consensus is that Proper No. Twelve is going to make MMA star Conor McGregor a billionaire.

Money McGregor

One detail that isn’t exactly confidential is the overall value of the Proper-Proximo agreement.

McGregor and his business partners sold their majority stake in the popular Irish whiskey brand. It’s believed the deal is worth up to $600 million, or nearly €500 million.

However, how much of that $600 million is going to McGregor is unknown at this time.

To be clear, McGregor has a ways to go before he becomes a billionaire. Of course, he’s closer than most of us

Per reporting from The Irish Post, Proper No. Twelve is going to make McGregor the first billionaire Irish athlete.

“The terms of the agreement are confidential, however, the most important thing is Conor McGregor will remain a stakeholder of Proper No. Twelve, the brand that will make him a billionaire,” says Karen Kessler, a spokesperson for the former MMA champion.

Rapid Growth

It’s important to remember that Proper No. Twelve is just a few years old. That detail highlights the impressiveness of this deal.

Remember, Proper No. Twelve only launched in 2018. Since then, the brand has shipped over six million bottles. Proper No. Twelve is set to enter additional international markets moving forward.

Mike Keyes, president and CEO of Proximo Spirits, certainly seems to believe Proper No. Twelve isn’t “just another” celebrity spirits brand.

“It is rare to see a celebrity impact a brand the way Conor McGregor has Proper No. Twelve Irish Whiskey, and I have not seen many brands in the spirits industry catapult to this level of success in such a short period of time,” says Keyes. “This agreement is a vote of confidence in the incredible potential of this brand and a testament to the incredible work of Conor, Audie, Ken and the Proper No. Twelve team, as well as the efforts of Proximo and its distributors, who have all made this success possible.”

Celebrity Spirits Billionaire’s Club

Before proceeding, it must be mentioned that McGregor doesn’t consider himself a celebrity. According to him, “I’m not a celebrity. I break people’s faces for money and bounce.”

Regardless, the face-breaker money-maker is among an elite group of celebs with stakes in lucrative spirits brands.

We’re all well aware of George Clooney’s success with Casamigos, the brand he and his business partners sold for $700 million. There’s another $300 million in it for them if the brand hits performance goals over the next several years.

Diddy’s collaboration with Diageo, which includes CÎROC Vodka and DeLeón Tequila, is pumping up the artist and entrepreneur’s net worth. It seems quite likely that when he reaches billionaire status, it will be in no small part to the success of the Diageo brands.

Like McGregor, Ryan Reynolds got involved in spirits brand ownership in 2018. Retaining his ownership stake in Aviation Gin may catapult the actor, entrepreneur and social media slayer to billionaire status.

Jay Z is a wildly successful entrepreneur. In 2019, the empire he built made him a billionaire. Ace of Spades (Armand de Brignac) reportedly made Jay over $300 million midway through June 2019. D’USSE scored him an estimated $100 million. Jay Z launched luxury cannabis brand Monogram, sure to add much more to his net worth.

Why Should You Care?

Operators, their employees, and their friends and families continue to struggle in 2021. Our industry has fought endless battles. America’s operators just began the process of receiving specific relief yesterday.

So, it can be difficult to discuss the net worth of celebrities given what people are going through. The topic can come across as insensitive. That is by no means lost on me.

Were any of the brands in this post reliant solely on celebrity endorsement, I wouldn’t bother including them. The fact is, the success of these brands relies on consumer demand.

Celebrity endorsement only goes so far—if the product sucks, the shine will wear off and consumers will move on. And today’s consumer moves on quickly. There’s always something shinier, always a celebrity name with more gravitas.

Proper No. Twelve, Aviation, Casamigos, DeLeón, CÎROC, D’USSE, and Ace of Spades are past the honeymoon phase of brand adoption. Consumers have spoken, and these are among the brands they want and expect to see on menus. Your menus.

You certainly don’t need to stock these or any other celebrity brands. Just don’t be surprised if guests become frustrated if they can’t get them at your restaurant or bar.

That goes for any brand. Listen to your guests and what they’re asking for from you. Charge your front-of-house team with doing the same and encourage them to report back to you what they’re hearing from guests. One of the easiest ways to inspire repeat visits and refresh your menu is to simply listen.

Image: Photo by Giorgio Trovato on Unsplash

Straining a cocktail into a rocks glass over ice cubes
by David Klemt David Klemt No Comments

Reverse Cocktails for Lower ABV Sips

Reverse Cocktails for Lower ABV Sips

by David Klemt

Straining a cocktail into a rocks glass over ice cubes

A simple and creative way to add low-proof drinks to a menu is to offer reverse cocktails.

As a concept, reverse cocktails are simple to understand. However, they’re also a great way to engage the bar team.

Better still, they offer guests looking to enjoy less-spirited drinks a real cocktail experience.

What’s a Reverse Cocktail?

Essentially, a reverse cocktail is exactly what it sounds like. Let’s use the classic Martini as an example.

Say your classic recipe calls for two ounces of gin, a half-ounce of sweet vermouth, and a dash of orange bitters. To build the Reverse Martini, half the gin, quadruple the sweet vermouth, and keep the bitters the same.

That’s a quick and dirty example. You and your bar team will want to play with your recipes—different vermouths and gins will deliver differing results.

Vermouths, amaros, and low-proof aperitifs are ideal for building reverse cocktails and expanding your cocktail program.

What’s the Point?

Reverse cocktails lower the ABV in comparison to their standard, boozier counterparts.

Michael Toscano, Woodford Reserve brand ambassador and Bar Hacks podcast guest, thinks many people are looking to slow down their alcohol intake. Home bartenders, if reports are accurate, have been pouring spirits generously during the pandemic. When they get out, they may be after lower-proof sips.

A reverse cocktail is a creative solution to enjoying cocktails in a new way with less alcohol.

Of course, they also offer operators a new guest experience. A menu section with the title “Reverse Cocktails” is likely to spark some guest interest and questions. Also, such drinks are a great way to refresh drink menus and move some inventory.

There’s also the fact that reverse cocktails give guests seeking low-ABV sips the full cocktail experience—there’s no risk of alienating them.

Image: Adam Jaime on Unsplash

Woodford Spire Kentucky Derby cocktail
by David Klemt David Klemt No Comments

2021 Kentucky Derby Drink Recipes

2021 Kentucky Derby Drink Recipes

by David Klemt

Woodford Spire Kentucky Derby cocktail

The 2021 Kentucky Derby takes place this Saturday, May 1. These cool drinks are perfect for the hottest two minutes in sports.

This year, the unbeaten Essential Quality is the favorite to win the 147th Run for the Roses. Hot Rod Charlie, Rock Your World, and Medina Spirit are also in consideration.

Personally, given the subject of this article—bourbon cocktails—we’d like to see Bourbonic take the first race in the Triple Crown.

Since Woodford Reserve is the official Presenting Sponsor of the Kentucky Derby, you can’t go wrong with the Woodford cocktails below.

Of course, the 2021 Woodford Reserve Derby Bottle makes these Derby drinks taste that much better.

Cheers!

Woodford Mint Julep

Recipe courtesy of Woodford Reserve

This is the traditional Derby Day cocktail. Churchill Downs will be pouring gallons of this classic.

Express the essential oils in the mint and rub them inside the glass (or a Julep cup, ideally). Add simple syrup, bourbon, and crushed ice. Stir, then garnish with more ice, fresh mint, and powdered sugar.

Mint Julep made with Woodford Reserve by Michael Toscano

NYC Mint Julep

Recipe by Michael Toscano, Woodford Reserve Brand Ambassador

As loyal Bar Hacks podcast listeners may already know, Michael Toscano knows his way around an irresistible Mint Julep. When you’re done with this article, click here to listen to Episode 32 of Bar Hacks with Toscano.

Muddle six blackberries with simple syrup and a healthy bunch of mint leaves (eight to ten). Add two ounces of Woodford Reserve Bourbon and fill the Julep cup with crushed ice. Stir and lift ice until the Julep cup is frosted. Garnish with two blackberries and a fresh sprig of mint.

Note: To build this cocktail precisely as Michael recommends on our podcast, add 1.5 ounces of Woodford to the Julep cup over crushed ice. Add more ice to create a mound on top of the cup, then float the remaining half-ounce of bourbon. Finish with a healthy dusting of powdered sugar and either nutmeg of powdered chocolate.

Woodford Spire Kentucky Derby cocktail

Woodford Spire

Recipe courtesy of Woodford Reserve

Some people may not know that this is the Official Cocktail of the Kentucky Derby. Most assume that title goes to the Mint Julep.

In a mixing glass, mix Woodford Reserve, lemonade and cranberry juice with a bar spoon. Pour into a copper cup, add crushed ice to the top of the glass, and serve with a lemon twist.

Zero-proof Woodford Spire

Recipe courtesy of Woodford Reserve

Those choosing to enjoy Kentucky Derby festivities without alcohol will appreciate this refreshing drink.

  • 2 parts Lemonade
  • 2 parts Unsweetened iced tea
  • 1 part Cranberry juice
  • Lemon twist to garnish
  • Crushed ice

Prepare and serve the same as the full-proof Spire.

Images: Woodford Reserve / Brown-Forman

Preparing a cocktail at home for living room tasting event
by David Klemt David Klemt No Comments

Meet Customers Where They Are, Part 2

Meet Customers Where They Are, Part 2

by David Klemt

Preparing a cocktail at home for living room tasting event

We seem to approaching a semblance of normalcy but some consumer behaviors—drinking at home among them—are likely here to stay.

Per Distill Ventures, the living room is the new tasting room.

Consumers are drinking at home, drinking during the day, and prioritizing convenience.

So, will you get creative and meet your customers where they are—their living rooms?

The New Tasting Room

Fresh off their third whisky summit, Distill Ventures believes consumers will seek out more at-home experiences.

This is partly due to some regions around the world locking down. Additionally, consumers know they can partake in experiential guests at home.

Consider what some brands are putting together to engage with people at their homes:

  • Cynar: CynArts & Crafts, Paint by Numbers Virtual Party, complete with brushes and paints sent to participants.
  • Campari: Decoding the Science of Bitter, including a PTC strip sent to participants to gauge their bitter response.
  • Espolòn Tequila: Virtual Espolotería, an online bingo-style game.

Distill Ventures and the panelists of their third summit see people’s living rooms as a viable place to engage consumers.

While the latest summit focuses specifically on whisky distillers, brand marketers and retailers, the findings are transferrable.

Don’t Be Left Out

If consumers are going to engage more with brands at home, operators must meet them in their living rooms. That means going beyond offering standard delivery.

Obviously, operators need to attract guests to their brick-and-mortar locations. And pent-up demand for in-person experiences is set to explode.

However, that initial explosion in traffic will eventually taper off, and more quickly than we think. That gradual slow-down will make digital engagement crucial.

This industry requires adaptability and agility to survive and thrive. Operators and their teams will need to focus on social, YouTube and webinar-style engagement to engage with current and new customers.

Bar team members who want to participate can share recipes and techniques via live videos. Of course, kitchen team members can do the same.

Scheduling digital events—guided tastings and cooking classes—can also draw customers. Operators should just make sure they don’t give too much away to their audience so they’ll feel compelled to visit in person as often as they can.

Succeeding with these events opens the door to potentially lucrative collaborations. Operators should reach out to brand partners for branded, themed events.

With enough lead time, packages can be put together and delivered with partner help. Of course, in “help” in this context means “dollars and/or product.”

You’ll never know what support your partners are willing to provide if you don’t ask.

Image: Boozy Events on Unsplash 

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