Cheers - September, 2015

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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Page 5 of 51 6 • September 2015 FIRST SIP PICTURE PERFECT DRINK PHOTOS MORE THAN HALF (51%) OF CONSUMERS in the U.S. admit to posting photos of their cocktails on social media sites, according to a recent survey conducted by Sauza Tequila. And many take their drink photography quite seriously: 22% say they have rearranged the table setting or lighting; forbidden friends from taking a sip before the photo; or ordered garnishes to embellish the composition. Bars and restaurants need to take their cocktail images seriously as well. The best way to get your cocktail photos shared on social networks–or picked up by the media—is to provide an amazing, enaging image. More than a few times at Cheers we've included a cocktail recipe largely because of a fabulous photo. Sometimes it's the drink's color; other times it's the garnish, propping or general composition of the image. A great photo commands attention and cuts through the clutter of all the other images and recipes. But it's not easy to take good drink photos, especially in a dark bar. I should know—I've taken some lousy shots of fantastic-looking cocktails, mostly because of the bad lighting. As part of its "Pitcher Perfect Picture" social media campaign, Sauza partnered with lifestyle photographer Michelle Yam, who provides some tips on taking the perfect photo. For instance, Yam says to play with the focus and distance when taking your picture—an aerial close-up of garnishes or glassware can be more striking than a straight-on view. You should also evaluate angles, shadows and fi lters, and embrace pops of color. A Tales of the Cocktail session titled "Cocktail Photography 101" also offered some great advice on taking drink pictures. See page 12 for more, plus our other Tales coverage. And for a drink photo that illustrates several of the tips, see page 37 in our article on "The Basics of Beer Cocktails." On a somber note, we were deeply saddened to learn of Sasha Petraske's passing on Aug. 21. Petraske, 42, was best known for cocktail lounge Milk & Honey, which he opened in New York in 1999. One of our top-10 bar/restaurant concepts of the past 25 years, Milk & Honey was a leader of the craft/classic cocktail movement. Petraske founded and consulted on a number of other bars, and he helped start the San Antonio Cocktail Conference in 2012. As The New York Times spirits writer Robert Simonson pointed out, "Petraske's role in the modern cocktail revival is diffi cult to overestimate." Our condolences to Petraske's family and friends; he will be sorely missed. Cheers, Melissa Dowling Editor Cheers September 2015 / Vol. 26 No. 7 Editor Melissa Dowling 203-855-8499 ext. 223 Associate Editor Kyle Swartz 203-855-8499 ext. 225 Managing Art Director Dodi Vessels Production Director Cherri Perschmann 763-383-4425 Contributing Editors Erika Bolden, Kelly Magyarics, Thomas Henry Strenk Senior Regional Sales Managers Bruce Kostic 203-855-8499 ext. 215 Mark Marcon 248-761-6231 Debbie Rittenberg 215-431-8787 List Rental MeritDirect, Jim Scova 914-368-1012 Reprints Robin Cooper Cheers ® is published by EPG Media & Specialty Information 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 VP/Beverage Group Amy Collins 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 EPG Media & Specialty Information, 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@ Copyright 2013 by EPG Media & Specialty Information, 17 High Street, Norwalk, CT 06851. Reproduction without the express written consent of the publisher is prohibited. EPG Media & Specialty Information, publishes Cheers, Beverage Dynamics, StateWays, Wine & Spirits Industry Marketing, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book.

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