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.
Issue link: http://read.dmtmag.com/i/68609
MARKETING MATTERS By Amy Sherman initiative coming out of Rigby's sommelier- and bartender-focused committee so it was crucial that it succeeded to help establish credibility. With the farm-to- glass concept, they discussed the rules that would govern the program and decided that all the ingredients had to come from within a limited geographical radius. Th e overall concept was intended to the concept of the "100-Mile Cocktail" was born and subsequently launched in February of this year. While the program did not have a specifi c bottom-line target, it was key to the launching of Rigby's beverage committee and while not mandated, saw participation from all of his North American locations. Th e 100-mile cocktail was the inaugural help hotel exuctives to learn more about sources in their own backyard and support a goal of encouraging sustainable practices companywide. Since the program was slated to launch in winter, Rigby had some hesitation and was concerned that winter resorts like Jackson Hole, Wyoming might have little available, but he needn't have worried. Each location in the Americas responded and rose to the challenge. COMPETITION AND COLLABORATION Th e committee introduced a competitive Four Seasons Resort in Scottsdale serves the Pearfect Pair. How major hotels are sourcing local cocktail ingredients. Th e 100-Mile Cocktail satisfying. Not at the Four Seasons. When Guy Rigby, vice president of food and beverage, the Americas, Four Seasons Resorts and Hotels asked his beverage committee what was important at the moment, farm to glass was the answer and F 22 | JUNE 2012 arm to table is not a new concept when it comes to restaurants. But even when they tout the "seasonal, local and sustainable" mantra, the bar often features the same old standard drinks and brands, which can be less than element to sweeten the pot. Says Rigby, "We picked three winners and did some national promotion." Collaboration was also a factor as bartenders worked with chefs and local farms to source ingredients and create recipes. Th e inspiration, research and experimentation meant stories behind each drink that were tailor made for promotion for guests. Many of the individual properties wrote press releases and used social media outlets such as Facebook and Twitter to help build excitement and sales. Th e stories behind the drinks gave servers more information to share with guests and boosted sales as well. It was up to each individual location to develop their own 100-Mile Cocktail and each operator handled that in their own way. At the Four Seasons Resort Scottsdale, both bartenders and servers came up with drinks, the goal being to www.cheersonline.com