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/73253
sizes) are a popular promotion in many markets, but operators need to check with state and local laws to make sure this promotion is legally permitted. Hooters off ers brands that make sense to serve ice cold, like Corona. "A nice iced down bucket of beers on a hot summer day on a Hooters patio makes for a terrifi c visit," says Scarano. "And when serving large groups or parties it takes the pressure off the server too—it's a win- win." Bar Louie serves ponies in buckets in some locations on Wednesday evenings (fi ve Miller Lights for $5, for example). "Buckets appeal to the more economically conscious drinkers, or drinkers in a group," notes Rohrabaugh. At fi rst glance, it may seem that operators who serve beer Bottles served in ice-fi lled buckets (including smaller "pony" solely on draft don't need to be concerned with beer packaging. But Kip Snider, director of beverage for the Irvine, California- based, 36-location Yard House Restaurants chain, present in twelve states, disagrees. "I can speak for draft beer and how a cool and unique name and tap handle go a long way when there are so many great brands available. Marketing and packaging will always intrigue the consumer if it's done correctly." Most Yard House locations have between 130- and 160 beers on tap, sold in "Shorty's [half pints], pints, goblets [twelve-ounces] and half yards [thirty-two-ounces]." And though it's not packaging per se, the role of the right A PBR pint glass is exclusive to Bar Louie. glassware for draft beer shouldn't be underestimated. A pint glass with the logo of the brew inside advertises the brand while giving a guest pride about enjoying their favorite brand; glassware designed to highlight a particular beer's aromas and fl avors enhance a beer drinking experience the same way wine glasses shaped for diff erent grape varietals can. "A lot of local beers are getting into the game with beer-specifi c DESIGN IN THE MIX As for regular glass bottles, brewers are increasingly utilizing striking labels with whimsical, clever names, logos and drawings. Clime admits he recently purchased a six-pack of Porkslap Ale from New York's Butternuts Beer & Ale solely because of its design (two pigs belly fl opping into one another), and also cites the popularity of irreverent brands like "Arrogant Bastard" and "Flying Bitch." He notes that unusual labels and names are the most effi cient way to stand out. Since District Commons was designed as a tavern, it's the group's most beer-centric venue, off ering twenty beers on draft and on hundred in bottles or cans. 36 | JULY/AUGUST 2012 method of delivery, savvy operators recognize that packaging defi nitely infl uences purchasing decisions at the bar. As Rohrabaugh puts it, "the fi rst thing we taste with is our eyes." the Washington, D.C. area. She can be reached through her website, www.kellymagyarics.com, or on www.twitter.com/kmagyarics. The Cheers' handbooks are available at www.bevinfostore.com. www.cheersonline.com Kelly Magyarics is a wine and spirits writer, and wine educator, in glassware, which can highlight the distinct features of their particular beers and make them taste better—like the Belgians have been doing for centuries!" explains Rohrabaugh. Brasserie Beck uses matching glassware for their off erings whenever possible. "Th e added value of enjoying a Kwak [Belgian amber ale] in its unique beaker-like glass becomes a conversation starter at our tables. We see a lot of patrons who are sold on the glass before they are sold on the beer," admits Lipp. Th ough it's apparent that you can't judge a beer solely on its