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: https://read.dmtmag.com/i/28636
MARKETING MATTERS By Andrew Freeman However, before deciding to be the next best Bourbon bar it’s important to lay the groundwork with a well thought out action plan: establishing your concept, building the framework and marketing it to consumers and the media. Pick your poison carefully. Just because you like a mean Martini doesn’t mean you should open the next Martini lounge or gin joint. T e fi rst step before embarking on a specialty bar program is establishing a clear concept that meshes seamlessly with that of the restaurant. Picán, a popular restaurant that we work Picán in Oakland focuses on Bourbon-based drinks such as the Uptown Manhattan. with in Oakland, CA, fuses Southern traditions with the sophistication of California cuisine. Owner, Michael LeBlanc, a New Orleans native, had fond memories of his father drinking Bourbon as he was growing up. Despite a background that included owning a landmark brewery, at Picán, he created an extensive Bourbon program, a natural fi t for a Southern restaurant. Calling themselves the “Westernmost point on the Kentucky Bourbon Trail” the bar boasts an impressive selection of over 100 specialty Bourbons, American whiskeys and Ryes. Likewise, Philadelphia’s aptly named It’s the One Shot Shop Many bars and restaurants are starting to have a singular focus. B igger isn’t always better, not when it comes to beverage programs. As restaurants and bars seek to distinguish themselves, many are creating specialized bar programs that focus on just one spirit. In so doing they diff erentiate themselves from competitors, create a strong identity, establish credibility and appeal to the media and the greater public. www.cheersonline.com Rum Bar is based on the foods of the Caribbean islands, off ering everything from Jamaican Jerk Chicken to Puerto Rican Pernil (roast pork). An unparalleled collection of rums and rum-based cocktails complements the food choices. Owner, Adam Kanter has put together a list of nearly 200 rums ranging from $10 to $250 for a two-ounce shot. Kanter cites improved brand knowledge and general awareness for the sales increase of sipping rums. However even with a singular focus, it is important to make sure that the beverage program includes alternatives. BUILDING THE BAR AND THE CRED Build a comprehensive library or portfolio. Seek out single-batch or small production spirits, something guests won’t be able to fi nd anywhere else. Staff training is also critical. Your staff needs to be well versed in the selection and able to answer any questions. Your APRIL 2011 | 13