Cheers

www.cheersonline.com 23 JULY/AUGUST 2014 | F lavors have exploded in the spirits industry, starting with vodkas and spreading to whiskeys, rums and tequilas. So what do bars and restaurants make of—or with— flavored spirits? Many operators find that these products can aid creativity and provide their bars with a point of differentiation to help drive traffic. ey also appreciate the convenience and consistency that flavored spirits offer. "Flavored spirits have definitely increased the variety of cocktails we can offer our customers," says Don Rodgers, general manager at e Mill at Spring Lake Heights, an upscale restaurant and banquet facility in coastal New Jersey. e Mill's bar stocks 16 different flavored spirits, which it uses in an extensive list of signature Martinis and other cocktails. ose creative drink offerings drive sales considerably, says Rodgers. "We have guests that ask for these signatures, or even come here especially for them because the cocktails are often mentioned in reviews." Reel Seafood Grill in Greensboro, NC, carries 12 different flavored vodkas used to mix up a dozen signature drinks. "Flavored vodkas add a fresh twist to our cocktails," says owner/ partner Steve Stern. Spirits such as whipped cream-flavored vodka and coconut- flavored rum also figure into the casual contemporary restaurant's menu of four Dessert Martinis. Guests will often order one of these sweet Martinis instead of dessert, says Stern. at's a bonus, he notes, because the drinks are priced $2 more than Reel's house-made desserts. And some guests opt for both at the end of a meal. Quaker Steak & Lube's 62 units are required to stock a core of eight flavored base spirits, but most locations carry 20 or more, says Kate Malaniak, senior director of purchasing and beverage management for the Sharon, PA-based casual-dining chain. "We have customers come in and just peruse all those labels on the backbar," she adds. SWEET ON FLAVORS Flavors are a key driver of the volume in behemoth vodka segment, which grew 1.1% to 66 million cases in 2013, according to the Distilled Spirits Council of the U.S. (DISCUS). Vodka comes in an ever-increasing variety of flavors, including chili, popcorn and wedding cake variations, to name just a few. And it's not just vodka tapping into the trend. "e flavor fascination is expanding to other spirits categories," noted president Peter Cressy at DISCUS' annual industry briefing. Flavored whiskeys accounted for a full 45% of that category's volume growth last year. Rum and tequila also have healthy flavor subsets. While all age groups and genders enjoy flavored spirits in cocktails, Millennials (consumers born in/after 1980) and women seem especially drawn to these drinks because they tend to be a little sweeter, Malaniak says. ese fancy flavored cocktails do appeal to younger legal-aged drinkers, says Rodgers. "ey tend to be more experimental, and usually don't stick with the same drink but try several." at propensity helps bump up checks. "Younger people, those who are new to drinking in general, find all the flavors exciting, and they like to try new things," concurs Matthew Flora, beverage director at D'Amato's Italian Restaurant and Goodnite Gracie Jazz & Martini Bar in Royal Oak, MI. e two establishments, owned by Hanna Development & Management, use a lot of the flavored vodkas, he says. "ey are versatile and work really well in cocktails." A BALANCING ACT Since many of the flavors are on the sweet side, even sugary, a deft hand is needed to offset that tendency with other, often fresh, ingredients. "ese drinks need balance to take the sweet edge off, with acidity and fresh ingredients, and to build depth," Malaniak says. Quaker Steak & Lube's Skinny Dragon Berry Lime-N- Ade, for example, starts with Bacardi Dragon Berry rum, which is hand-shaken with fresh lime juice and strawberry purée. e Loop de Loop Lube-n-ade cocktail has a base of ree Olives Loopy (breakfast cereal-flavored) vodka, balanced with cranberry juice and fresh lemonade. And Jack's Honey Lemonade is a blend of Jack Daniel's American Honey whiskey, sweet-and-sour mix and a splash of Sierra Mist soda. Prices for the cocktails range from $5 to $7. "We're looking for the right acid-sugar balance when we create these cocktails, and not overpowering with too much alcohol— something that is easy to drink and appealing to the eye," says Stern at Reel. e grill's Cherry Blossom Martini, for example, has a base of cherry-flavored vodka balanced with cranberry and Key lime juices, while the chocolate whipped cream-flavored vodka in the Orange Milano is offset by Cointreau and orange juice.

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