Cheers

Cheers September

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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www.cheersonline.com 6 Cheers • September 2014 FIRST SIP Cheers September 2014 Vol. 25 No. 7 VP/Beverage Group Amy Collins 763-383-4423 acollins@epgmediallc.com Editor Melissa Dowling 203-855-8499 ext. 223 mdowling@specialtyim.com Senior Art Director Dodi Vessels dvessels@epgmediallc.com Production Specialist Cherri Perschmann 763-383-4425 cperschmann@epgmediallc.com Contributing Editors John Fischer, Kelly A. Magyarics, Melissa Niksic, Jack Robertiello Senior Regional Sales Managers Bruce Kostic 203-855-8499 ext. 215 bkostic@specialtyim.com Mark Marcon 248-761-6231 mmarcon@specialtyim.com Debbie Rittenberg 215-860-0306 drittenberg@specialtyim.com List Rental MeritDirect, Jim Scova jscova@MeritDirect.com 914-368-1012 Reprints Robin Cooper rcooper@SpecialtyIM.com Cheers ® is published by Specialty Information Media Editorial offices at 17 High Street, 2nd Floor Norwalk, CT 06851 Tel: 203-855-8499 • Fax: 203-855-9446 CEO Marion Minor Sr VP/Audience Development Joanne Juda-Prainito Sr VP/Finance & Operations Gerald Winkel 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. 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. Copyright 2014 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. CIDER'S SEASON IT'S TAKEN MORE THAN A FEW YEARS, but Americans have fi nally discovered (or rediscovered) and are embracing hard cider. The category has grown nearly 70% for the past two years, according to data from our research unit, the Beverage Information Group. Cider was until fairly recently defi ned by a few craft brands and imports. But the major beer players are now getting in on the action. Boston Beer Co.'s Angry Orchard is the leader, but Anheuser-Busch InBev has added three ciders to its lineup in the past two years—Michelob Ultra Light Cider, Stella Artois Cidre, and Johnny Appleseed—while MillerCoors includes Crispin and Smith & Forge. The craft brew movement and resulting interest in different beer styles really paved the way for cider. Before that, a lot of U.S. consumers couldn't get their heads around the fermented apple beverage, but cider now seems to be bridging the gap between beer and wine drinkers. It also helps that many of the artisanal cider producers are making some intriguing varieties. I just visited Bantam Cider's new tap room in Somerville, MA, and in addition to its core Wunderkind local apple cider, the tasting lineup included a cider aged with sour cherries and black peppercorns, another aged in bourbon and rum barrels and a smoked saison cider. Not that cider needs to be crafty or fl avored. The sweetness and tartness of a basic hard apple cider makes it a terrifi c match for many foods, and it's a great base for cocktails. While hard cider works in any season, most consumers think of fall as cider time. So if you don't already offer cider now, it might be worth adding a few ciders or cider-based drinks to your beverage lineup. You may fi nd that it's something your guests will enjoy all year. For more about cider, check out our 2014 Beer Growth Brands feature, which starts on page 22 and covers the fastest growers in beer, cider and fermented malt beverages. We also look at American whiskey (page 16), wine regions to watch (page 27), "bartender's choice" cocktails (page 34), digital menus (page 38), and much more. Finally, you might have noticed that this issue seems a little different. Kudos to art director Dodi Vessels for giving Cheers a vibrant creative refresh. Let us know what you think of our new look. Cheers! Melissa Dowling Editor

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