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to imports. Many of those are malts from Scotland, but the list also includes a Japanese whisky. Elliott is adding more imported whiskies, especially in the burgeoning Irish category. MORE WORLDLY CUSTOMERS A taste is typically all it takes for many consumers to move beyond mixed drinks to exploring the wide world of whisky. Consumer palates are changing as well, becoming more sophisticated, which bodes well for full-flavored whiskies. "In the two years since Sable has been open, I've watched A tasting flight from Barrel 44 Whiskey Bar in Columbus, Ohio. cases increased from 1.4 million in 2010 to 1.8 million in 2011, according to the 2012 Liquor Handbook (published by Cheers parent, the Beverage Information Group). And producers are expanding and promoting their lines accordingly. The leading Irish whiskey brand, Jameson, in Getting Your Irish Up September announced it is expanding distribution of its Jameson Black Barrel to New Jersey, Connecticut, Illinois, Washington, D.C. and Massachusetts. Jameson Black Barrel, which blends a rare, small-batch grain whiskey with a full-bodied pot still whiskey, had launched in New York in 2011. Tullamore D.E.W., the third-leading Irish whiskey brand (Bushmills is the second), in September reopened the its Visitor Centre in Tullamore, Ireland, and redesigned its bottle to emphasize the heritage of the 83-year-old brand. The triple-distilled, triple- blend whiskey is also building a new $43.5 million distillery in Tullamore, which is expected to be completed in 2014. Kilbeggan, the fifth-leading Irish whiskey brand (John Power is the fourth), on Sept. 17 hosted celebrations in honor of Halfway Day in major cities across the country, including Boston, Chicago, New York, Philadelphia and San Francisco. What is Halfway Day? It's the date that is half way—or exactly six months—until St. Patrick's Day 2013. —MD some regulars go from being vodka-and-soda drinkers, moving onto bourbon and ginger, then graduating to single-malt Scotches; now they are ready to try anything new," says Ryan. He believes that Scotch whisky is the ideal drink for curious customers to explore, because that segment encompasses lighter, approachable styles, as well as complex and peaty examples. "These days customers are taking the time to appreciate what The Irish whiskey category is on fire: Sales of 9-liter they are drinking instead of just throwing it back," agrees Sam Crook at the Whiskey Warehouse in Charlotte, N.C. Crook is the corporate chef for Bottle Cap Group, a bar management group for five concepts. The Whiskey Warehouse carries 78 varieties of the eponymous spirit, about 50 of which are imports. Prices range from $4 for a 1.5-oz. shot of Jack Daniels to $29 for Macallan 18-year- old Scotch and the Irish Middleton Rare. For explorers, the Warehouse boasts Yamazaki 12- and 18-year-olds from Japan. The brown spirit is becoming more appealing to younger consumers. "Whisky used to be what your father and grandfather drank; now we notice more younger, middle-class professionals starting to drink into the category," notes Timbs of Front Burner Restaurants. His company sees so much promise in the category that it plans to expand its Whiskey Cake Kitchen concept. A prototype has been open for two years in Plano, Tex., offering 94 whiskeys— 49% of which are imports. The collection includes Crown Royal XR, Glenfiddich Cask of Dreams and Yamazaki; prices range $7 to $120. Front Burner intends to open two more Whiskey Cake Kitchens in 2013. "We're looking for this concept to really take off in the next couple of years," says Timbs. and other experiments will tantalize whisky aficionados who seek them out. But the richest, most aromatic dram doesn't sell itself. Operators all preach the whiskey gospel via hand-selling, presentation, comparative flights and persuasive tasting events. "We get a lot of 'whiskey dorks' that come into the bar, always SELLING WITH CARE Promoting tastes of rare and old batches, exotic barrel finishes looking for something new," says Ryan at Sable Kitchen & Bar. "We do a lot of hand-selling." Sable staffers try new products as they are introduced. Whiskey is served in glasses designed to enhance the spirit, 30 | NOVEMBER/DECEMBER 2012 www.cheersonline.com