At Brother Jimmy's Bourbon is an essential fl avor in dishes, such as BBQ Brisket (to the right).
in menu descriptors varies by venue. But many chefs agree that the way to sell these dishes and an extra beverage to pair with them lies in the hands of the server. At Half Moon Bay, Alfaro does make note of the specifi c
AT THE TABLE Th e decision to include beer, wine or spirit as a key ingredient
beers used in the recipes on the menu. But, he notes that, "Th e waitstaff is trained explain that is it cooked with beer and what that adds to the dish. Th ey talk to people to make sure they know what we are doing here." In a fun twist, Alfaro also features a Beeramisu on the menu
beer and Bourbon increases the sales of that spirit in cocktails —but I can tell you that beer and Bourbon drinks are some of our best sellers at Brother Jimmy's. Th ere could be a correlation. I believe that beer and Bourbon simply fuse well with BBQ in people's minds."
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chefs. "You give customers an opportunity to eat and drink with a specifi c pairing: it's a good sales tool," says Blonsky, noting that it defi nitely gets people to drink more. "You raise your average check and are making more money in the long run." For Pesantez, "It's hard to gauge whether or not cooking with
that is made with Mavericks Paddle Out Stout beer. "I have a lot of beer and I love to play with food and incorporate everything in what I make." Th ere is a great promotional aspect to cooking with beer, say
wine, Whately lends some advice. "Off er a taste of the beverage to whet the appetite for more. A one-ounce pour of the beverage will allow the guest to imagine it with the food, it can even be off ered once the food is delivered as well. Th en the guest can choose to purchase a full pour of the beverage to accompany the course. Either way, you will either pique the interest in the food, or the interest in the beverage, usually both."
used in the cooking. "Pairings are always made from the overall fl avor of the fi nished dish, not simply because there may be half of a particular spirit [or wine] present," he says. "We don't normally cook with a 'drink.' " For those looking to increase beverage sales for spirits and
Michelle Paollilo Lockett is a food and beverage writers located near New York City.
McPhair doesn't necessarily pair the same beverage that was
ANOTHER ROUND
Visit CheersOnline.com/more for a sidebar that goes beyond cooking with beer. Or use your smart phone to instantly scan the image to the right.
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