Rum

by David Klemt David Klemt No Comments

Thanksgiving Eve by the Numbers

Thanksgiving Eve by the Numbers

by David Klemt

Two shot glasses garnished with salt rim and lemon wedges

Tonight, guests will be looking to celebrate a bar holiday that’s traditionally lucrative for operators: Thanksgiving Eve, a.k.a. Drinksgiving.

It’s difficult to imagine that any operator or hospitality worker is unaware of Thanksgiving Eve’s status.

Sure, some mark the start of end-of-year celebrations with Halloween or Thanksgiving. However, I feel Thanksgiving Eve truly ushers in the holiday season.

I’d also argue that while retailers have Black Friday and Cyber Monday, operators have the night before Thanksgiving. Yes, New Year’s Eve is also huge, but Thanksgiving Eve is considered the busiest night of the year for bars.

Interestingly, this is a holiday that benefits bars across the nation. In fact, it’s not exclusive to destination cities.

After all, the reason it’s so big, traditionally, is that people are traveling back to their hometowns. And while Thanksgiving is for their families, Thanksgiving Eve is for catching up with childhood and high school friends.

Obviously, there are fantastic bars located in cities outside of their destination counterparts. Hot take, I know.

So, does Thanksgiving Eve deserve its hype ?

The Evidence

Unfortunately, data from 2020 isn’t readily available, for obvious reasons.

However, we do have some data, largely thanks to restaurant management and POS platform Upserve.

One of the simplest ways to analyze Thanksgiving Eve’s impact is to compare it to the previous Wednesday.

Per Upserve, guest counts rose 23 percent in 2018 when compared to the Wednesday prior to Thanksgiving Eve.

Looking at data from more than 10,000 restaurants and bars, Upserve found that guest count totaled 496,883 on November 14, 2018. One week later, that number rose to 643,637.

As Upserve content marketing coordinator Stephanie Resendes says in her Thanksgiving Eve article, “More people = more money.”

Of the 10,000-plus Upserve clients whose data was analyzed, net sales were $17.250 million on the Wednesday preceding Thanksgiving Eve 2018. That number jumped to $22.296 million.

So, looking just at a relatively small sample size from 2018, Thanksgiving Eve’s impact doesn’t seem overblown.

The Drinks

According to Upserve, beer was the year-over-year winner through 2018. It saw the most growth by far on Thanksgiving Eve 2018 when compared to the Wednesday prior and the same period in 2017.

Spirits and wine, at least for Thanksgiving Eve 2018, were nearly tied for second place.

Now, looking at the data for Thanksgiving Eve 2019, spirits saw the most growth overall. Resendes shared that shot sales increased 173 percent on Thanksgiving Eve 2019 when compared to the Wednesday prior.

Tequila led the charge for spirits, rising 156 percent. Vodka saw a 144-percent boost, rum increased 120 percent, whiskey went up 65 percent, and gin saw a lift of 47 percent. For its part, beer sales rose 65 percent.

Not content to simply look at traffic and sales numbers, Upserve also split their clients into four regions. In this way, they identified who parties hardest on Thanksgiving Eve and who needs to ramp things up.

The four regions and their net sales growth from Thanksgiving Eve 2019 compared to the Wednesday prior are below:

  • Midwest: 34 percent
  • Northeast: 34 percent
  • South: 33 percent
  • West: 22 percent

Clearly, there was still growth in the Western region. However, the Midwest and Northeast led the way, with the South just behind them.

We’ll have to wait to see how Thanksgiving Eve 2021 plays out. We’re still waiting on the numbers from 2020. However, Upserve’s data shows that Thanksgiving Eve remains crucial to restaurants and bars throughout America.

Image: Alena Plotnikova on Unsplash

by David Klemt David Klemt No Comments

Let’s Talk About Rum Styles

Let’s Talk About Rum Styles

by David Klemt

Havana Club Mojito rum cocktail

Last Monday, August 16, was National Rum Day. Of course, millions of people drink rum every day. So, there’s really not a bad day to learn more about the many styles of this versatile spirit.

Obviously, we love restaurant and bar holidays. Just review Exhibits A and B, National Tequila Day and National Scotch Day.

But, we also love learning and teaching others about spirits and cocktails any day of the week. Today, let’s dive into rum!

Cheers!

Molasses vs. Juice vs. Syrup

There are three main types of rum in terms of the main ingredient distillers ferment to make this classic spirit.

First, the more common source: molasses from sugarcane. Then, there’s fresh sugarcane juice. Finally, rum can be made with sugarcane syrup.

However, there are also spirits like aguardiente made from the distillation and fermentation of fruit. Additionally, beet sugar can be an ingredient. However, many countries—including the US—require rum to be made from cane sugar.

Light Rums

Generally speaking, rums can be broken down into two characteristics beyond molasses, juice or syrup: light rum and dark rum.

White / Clear

It doesn’t get much lighter than clear, does it? Simply put, the production method for making a white or clear rum includes filtering out the color. Contrary to what some assume, these rums aren’t necessarily unaged: many rest for one or two years.

Again, speaking generally, these light rums are often less flavorful than other styles. Daiquiris, Mojitos and Piña Coladas tend to be made mostly using white or clear rums. Of course, it can be profitable to upsell those classics with golden, pale, dark, and premium aged rums.

Gold / Pale

One way to think about gold or pale rums is that they’re a step up in flavor profile. They also tend to receive longer aging times than their white and clear counterparts.

However, since they’re not normally the rums that are rested for particularly long times, they’re usually affordable.

Dark Rums

Dark

So, let’s kick this section off with the creatively named dark rum category called…dark.

To be clear, this category can include gold and pale rums, technically. When people refer to dark rums, that’s an awfully broad description. So-called “dark rums” can run the gamut from aged a couple of years to aged for incredibly long times. Not only do these rums not undergo a filtering process to remove their color, distillers may actually add color.

Black

Now, this is a more specific categorization among the catch-all “dark rum” descriptor.

When one encounters a black rum, they can expect several elements: dark in color, rich and bold flavor, a full body, and a rum made from molasses. Often, the barrels used to age black rums are given a heavy char.

Navy

This is another full-body rum. Arguably, this is the most traditional form of rum that harkens back to the 1600s.

It bears the name “navy” because it’s the style of rum that British Royal Navy sailors made famous. As many people are aware, rum was a staple ration on the Royal Navy’s ships.

Specialty

Drilling deeper, there are several categories of rum that are too specific to simply bear the label “light” or “dark.”

Flavored / Spiced

Prepare for amazement: This category of rums receives enhancements from spices and/or flavorings. Shocking, I know.

Coconut is among the most common rum flavorings. However, you’ll also find apple, pineapple, and even gingerbread.

In terms of spiced rum—hello, Captain Morgan—common spices are cinnamon, clove, and nutmeg.

Overproof

I’m willing to bet this label isn’t difficult for most people to figure out.

Speaking generally once again, most rum in the US and Canada weighs in between 40- and 50-percent ABV. Overproof rum, then, is a high-proof spirit.

Cask strength for rum can reach as high as 84.5-percent ABV, or 169 proof. Interestingly, the US prohibits rum over 155 proof from entering the country (in most cases).

In Canada, up to 190-proof spirits are legal.

Funky

This is an incredibly fun and unique style of rum hailing from Jamaica.

Jamaican funky rums offer the drinker the opportunity to try something different, bold, and that embodies the island country’s terroir. To make these unique rums, distillers often add what’s called “dunder” during the fermentation process. Dunder it leftover material from previous distillations, and when added in large quantities, it can be referred to as “muck.”

Get heavy in the muck and the rum gets truly, unforgettably funky.

Rhum Agricole

At the top of this article are the three main sources for rum: sugarcane molasses and sugarcane juice. Distillers produce rhum agricole by distilling pressed sugarcane sugar directly.

Also, rhum agricole was created in the island nation of Martinique. Now, many people have likely read that only Martinique distillers can make rhum agricole. The reality is more nuanced.

For a rhum agricole to be labled “Rhum Agricole AOC Martinique,” the product must meet specific requirements.

Cachaça

There’s a saying well-known by bar professionals across the globe: “No Negroni without Campari.” Well, there’s no Caipirinha without cachaça.

Also known as the National Spirit of Brazil, cachaça must be made from fermented sugarcane juice. The use of many species of trees throughout Brazil give distillers the opportunity to produce cachaça with terroir and distinctive flavor profiles.

Image: Christo Anestev from Pixabay

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