Cheers

Cheers Nov-Dec 2014

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 33 November / December 2014 • BORDER CROSSING American consumers have a big thirst for imported whiskeys By Thomas Henry Strenk How hot is the whiskey category right now? The brown spirit is set to overtake vodka in terms of sales if not volume. Imported whiskies are particularly popular, "and Scotch is super hot," says Mike Raymond, co-owner of Reserve 101 in Houston. Japanese malt whisky is also rising in popularity right now, he adds. The bar boasts that it has the largest selection in Texas—more than 330 whisk(e)ys, with strong representation in imports from Scotland, Ireland, Japan and Canada. Whiskey pours of 1 ½-oz. start at $6 and up. "Our sweet spot keeps growing, where no one bats an eye when you quote the price. During the fi rst two years it was about $12; now it's closer to $20 to $25," Raymond says. His customers will shell out as much as $400 for a shot of rare Glenfi ddich 40-year-old Scotch. "A global whiskey renaissance is fueling revenue growth," reports Peter Cressy, CEO of the Distilled Spirits Council of the United States. Sales volumes for the whiskey category are up 6.2%, according to the industry group; however, single-malt Scotch grew 11.6% and Irish whiskey bumped up 17.5%. Why is whiskey so popular, especially imports? A confl uence of factors is driving consumer interest and growth. One reason is greater availability on the world market. "More whiskeys are now being distributed globally," says Raymond. Reserve 101's collection, for example, features unusual bottlings from such unlikely places as India, Taiwan, Tasmania, France, Austria and England. "There is so much more information out there about whiskey now, books, magazines and the internet. Customers at the bar can pull BORDER CROSSING Reserve 101 in Houston stocks more than 330 whiskeys—the largest selection in Texas, according to the bar.

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