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 • June 2016 FIRST SIP KEEPING YOUR MULE COOL THOUGH IT'S BEEN AROUND SINCE FOR SOME 70 YEARS, the Moscow Mule cocktail has seen a major resurgence lately. In fact, the simple concoction of vodka, ginger beer and lime juice—traditionally served in a copper mug—is so popular that some consider it this decade's Cosmopolitan. Why do people love the Mule? For guests who may not be up on current cocktail and spirits trends, the Moscow Mule sounds exotic, but is approachable in that most people like vodka and the ginger and lime fl avors are familiar. It's a low-risk order for the unsure. And for operators, Mules are easy to make and tend to have good margins. There are also a number of ways to customize a Mule using different spirits and regional or seasonal ingredients. Mules have been heating up even more in the past year or so as consumers in smaller markets discover them. The traditional copper cup—part of the Smirnoff marketing push for the drink decades ago—generates interest. The mug keeps the drink cold for longer, but mostly just looks cool and different, and tends to inspire me-too orders when guests see one. When some operators shun the copper mugs altogether, others are looking for ways to add a unique spin to their Mule mugs. For instance, The Melting Pot chain is rolling out a new Moscow Mule copper mug shaped like one of its fondue pots. (I got a peek at the prototype at the BAR event during the National Retail Association's annual conference in May.) I also saw some adorable mini copper mugs on the main exhibit fl oor at the NRA show. How fun is a fl ight of different Moscow Mules? Going the other direction, Yvonne's in Boston offers a large-format Moscow Mule that incorporates cucumber juice into the classic recipe. Priced at $95, the Mule comes in a giant hammered-copper mug with oversized garnishes and makes a stunning presentation. (For more on supersized cocktails and punches, see the article "Bowled Over" on page 22.) Of course, when you have a unique drink vessel, they do tend to walk away with guests. (The menu at Culinary Dropout in Phoenix offers four "Copper-less Mules" because "someone stole our mugs.") So you might consider branding your Mule cups so that your operation at least gets the promotional value if they do disappear. Cheers! Melissa Dowling Editor Cheers June 2016 / Vol. 27 No. 4 Editor Melissa Dowling 203-855-8499 ext. 2223 mdowling@epgmediallc.com Associate Editor Kyle Swartz 203-855-8499 ext. 2225 kswartz@epgmediallc.com Managing Art Director Dodi Vessels dvessels@epgmediallc.com Production Director Cherri Perschmann 763-383-4425 cperschmann@epgmediallc.com Contributing Editors Erika Bolden, John Fischer, Kelly A. Magyarics, Jack Robertiello, Thomas Henry Strenk Senior Regional Sales Managers Bruce Kostic 203-855-8499 ext. 2215 bkostic@epgmediallc.com Mark Marcon 763-383-4456 mmarcon@epgmediallc.com Debbie Rittenberg 763-383-4455 drittenberg@epgmediallc.com List Rental MeritDirect, Jim Scova jscova@MeritDirect.com 914-368-1012 Reprints Robin Cooper rcooper@epgmediallc.com 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 eight 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 845-856-2229 (Port Jervis), Fax 847-763-9569, M-F 8 a.m. to 4:30 p.m. CST. Subscription customer service e-mail: cheers@ halldata.com. Contents copyright © 2016 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.