Cheers November/December 2012

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 47

FIRST SIP ® Try It, You'll Like It T Forever." I didn't write the piece, but I could have—The Aviation recently inspired me to try gin again, too. As a result, I am now intrigued by the botanical spirit—after all but giving up on it some years ago. The only reason I even ordered an Aviation he Huffington Post ran an article in October titled "The Aviation Cocktail: How It Made Me Love Gin Drinks was because I'd been thinking about the renewed interest in violet-flavored spirits. I spied the classic cocktail—which mixes violet liqueur with gin, maraschino liqueur and lemon juice—on a drink menu and decided to give it a go. The drink was fresh, sophisticated and November/December 2012 Vol. 23 No. 9 Executive Vice President, Group Publisher Charles Forman Tel (845) 426-6072 Editor Melissa Dowling Tel (203) 855-8499 ext. 223 Managing Editor Jeremy Nedelka Tel (203) 855-8499 ext. 213 Art Director Kathleen Sage Production Director Mary Jo Tomei Tel (760) 318-7000 ext. 220 Editor-at-Large Liza B. Zimmerman surprising: As the Huffpo writer pointed out about the Aviation, "This cocktail has converted more people who thought they hated gin than I can count at this point." How do we convince others to taste things they might enjoy but they're afraid to try, Michelle Paolillo Lockett Kelly Magyarics Melissa Niksic Todd Price Contributing Editors Jason H. Barker Andrew Freeman Thomas Henry Strenk Carolyn Walkup whether it's gin cocktails, imported whisky, an unfamiliar wine or a new craft beer? As several articles in this issue point out, some beverages require a bit of a hand-sell, with some friendly education, encouragement and the occasional sample. Some operators take a more hands-on approach. At the inaugural Boston Cocktail Vice President of Sales, Associate Publisher Anthony Bongiovanni Tel (248) 253-0108 Summit in October, presenter Troy Clarke (director of food and beverage for the Royal Sonesta hotel in Cambridge, Mass.) explained how he developed a beer cocktail made with mezcal and IPA for a guest who didn't drink mezcal or IPA. Clarke said he wanted to bridge the gap for the customer "and show him what he was missing." It worked—the cocktail was a hit. Sometimes we all need a little nudge to see what we've been missing. You can find more of my coverage from the Boston Cocktail Summit on page 10. And on page 46, Sandy Block offers some terrific advice on pairing beer with food—subtle suggestive strategies you could use with a number of situations. We also cover how operators are marketing—and often mixing—imported whiskey (page 28), sparkling wines (page 32), and craft beer (page 40). And don't miss the feature on festive cocktails (page 22), in which mixologists show off some serious seasonal creativity. Each issue of Cheers is jammed-packed with content to help you succeed; the same goes for the programming of the upcoming Cheers Beverage Conference. This annual event, which in 2013 will be held in Dallas Feb. 12-13, is a great opportunity to learn from the beverage industry experts presenting in sessions and keynotes and also enjoy some networking face-time with your peers. (For a preview of the Dallas scene, see page 36; for more on the show visit On that note, we wish you a happy and healthy holiday season. Cheers! Melissa Dowling Editor 6 | NOVEMBER/DECEMBER 2012 Senior Regional Sales Managers Mark Marcon Tel (248) 761-6231 Debbie Rittenberg Tel (215) 860-0306 List Rental & Reprints Cheryl Naughton Tel (678) 292-6054 M2MEDIA360 President/CEO Marion Minor Vice President, Finance and Operations Gerald Winkel Vice President, Circulation and Collateral Services Joanne Juda-Prainito Tel (630) 543-0552 Vice President of Operations Mary Jo Tomei Tel (760) 318-7000 ext. 220 Cheers® Information Group, a division of M2MEDIA360 is published by The Beverage Editorial and executive offices at 17 High Street, 2nd Floor Norwalk, CT 06851 ANDREA TOPALIAN

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