Cheers

FIRST SIP ® Blasts From the Past January/February 2014 Vol. 25 No. 1 Executive Vice President, Group Publisher Charles Forman Tel (845) 262-1041 cforman@specialtyim.com B reak out the bubbly: Cheers is celebrating its 25th year of publication in 2014! It's fascinating to page through the premiere issue of Cheers and see how much the industry has changed—as well as how many things remain the same. For instance, the trend of consumers upgrading their spirit preferences was a hot topic, just as it is now. "Our customers are trading up to premium and superpremium beverages," said Rick Crossland, the then-vice president of research and operations for T.G.I. Fridays, in a profile of the casual-dining chain. "Looking down the road a year, we see people drinking less but better." It was the same story with higher-end concept operators. In a profile of the Hyatt Regency Chicago's lobby bar Big, food and beverage director Barry Cregan said: "People aren't drinking the way they used to in the '60s and '70s. We decided to offer top-of-the-line beverages. Now our patrons can have one or two good drinks, and they're willing to pay a premium price for them." An article titled "I'm Really an Actor" laments the fact that the hospitality industry is regarded as something to fall back on, rather than a real and fulfilling career. That's still true today for some positions, but careers in bartending are now commanding more respect, thanks to the consumer interest in classic cocktails, craft beer and different wine varietals, not to mention all the new and rediscovered spirits hitting the market. One thing that definitely holds true is the on-premise effect on beverage alcohol sales. In an article on imported beer, Nick Infante, then the brand manager for Labatt Importers, told Cheers that "Once you get a customer to try a brand on-premise, they're more likely to buy it off-premise." While this is still the case, many beverage alcohol brands have been focusing less on the on-premise market and more on new media opportunities to reach consumers, such as social media and television, thanks to looser network rules for accepting liquor ads. But I have noticed recently that more beverage alcohol brands are giving the on-premise channel the credit it deserves when reporting success stories. We'll continue to look at some of the early editions of Cheers throughout the year. As for this issue, we have plenty to help you get 2014 off to a great start, from a look at new gin styles and flavors (starting on page 20) to the exploding cider category (page 26), the wine cocktails trend (page 30), effective staff-training tips (page 34), and much more. Editor Melissa Dowling Tel (203) 855-8499 ext. 223 mdowling@specialtyim.com Art Director Kathleen Sage ksage@specialtyim.com Production Specialist Cherri Perschmann Tel (763) 383-4425 cperschmann@epgmediallc.com Contributing Editors Michelle Paolillo Lockett Melissa Niksic Kelly A. Magyarics Thomas Henry Strenk Liza B. Zimmerman Vice President of Sales, Associate Publisher Anthony Bongiovanni Tel (248) 253-0108 tbongiovanni@specialtyim.com Senior Regional Sales Managers Mark Marcon Tel (248) 761-6231 mmarcon@specialtyim.com Debbie Rittenberg Tel (215) 860-0306 drittenberg@specialtyim.com List Rental & Reprints Cheryl Naughton Tel (678) 292-6054 cnaughton@specialtyim.com Cheers® is published by Specialty Information Media Editorial offices at 17 High Street, 2nd Floor Norwalk, CT 06851 Cheers (ISSN 1051-564X—USP Number 007-239) is published nine times per year (January/February, March, April, May, June, July/August, September, October, November/December) by Specialty Information Media, 17 High Street, Norwalk, CT 06851. Periodical Rate Postage paid at Norwalk, CT and additional mailing offices. POSTMASTER: Send address changes to Cheers, P.O. Box 2123, Skokie, IL 60076-7823 SUBSCRIPTIONS: One-year subscription rates: USA $35.00; Canada $50.00; air mail to other countries $75.00. Copyright 2013 by Specialty Information Media, 17 High Street, Norwalk, CT 06851. Reproduction without the express written consent of the publisher is prohibited. Specialty Information Media, publishes Cheers, Beverage Dynamics, StateWays, Wine & Spirits Industry Marketing, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book. www.cheersonline.com Here's to the next 25! ANDREA TOPALIAN All subscriptions payable in U.S. dollars. Payment must accompany order. To subscribe write: Cheers, P.O. Box 2123, Skokie, IL 60076-7823, or call the Cheers customer service line at 847-763-9565, Fax 847-763-9569, M-F 8 a.m. to 4:30 p.m. CST. Subscription customer service e-mail: cheers@halldata.com. Melissa Dowling Editor JANUARY/FEBRUARY 2014 | 5

• Cover