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Issue link: https://read.dmtmag.com/i/33721
SHARING EXPERTISE Kinder, and his counterpart: Death’s Door West Coast brand ambassador Peter Vestinos, are just two of a talented group of brand- affi liated mixologists, brand ambassadors and master distillers who travel the country sharing their expertise. General types of services off ered include everything from basic bar-skills training, to presentations on drink trends and drink history, to cocktail and bar program development. Brand ambassadors will hone in on the complexities of those spirits, how they work with other cocktail ingredients and present trend-forward examples of how to create a cocktail with those spirits. Meanwhile master distillers focus on what goes into making a specifi c spirit and ingredients to mix it with as well as off ering interesting historic and current facts about that spirit. Much of the knowledge brand mixologists, brand ambassadors and master distillers share is seemingly free. Th e return expectation is that the bars they aid will sell the spirits they’ve learned about. While there’s no set requirement on volume, “Th ere is an expectation that they should at least be using your product and all the staff should know what it is, know how to talk about it, and know how to make a good cocktail with it when asked,” says Jennifer Piccione, Esq., CEO of Chicago- based Hum Spirits Company. “Th ere is nothing worse than walking into one of your accounts and ordering your product and having the waitress or bartender say, ‘What’s that?’” An ongoing relationship is also expected. Says H. Joseph Ehrmann, owner of San Francisco’s bar Elixir and brand ambassador for Square One Organic Spirits notes, “As a pioneer of organic spirits, it was [and still is] important to provide one-on-one interaction and education with accounts. As the supplier we gain closer and longer lasting relationships with our best customers and they receive training and recipe development they may not have access to or a budget to pay for otherwise.” Death’s Door Vestinos adds that being allowed to provide proper training is a crucial. “It’s great to present to someone and have a cocktail on a menu, but it does you no good if that cocktail is terrible due to a lack of training.” As a result, Vestinos believes that bars have to uphold their side of the bargain by allowing consultants to properly train the bartenders, putting the systems into place and making sure someone watches over the program.” One good example? Th e bar program at Elate, a bar at the Hotel Felix in Chicago. Here, owner Anthony Fiore initially brought in Vestinos for a quick fi x-it “because I needed some help to put together the cocktails, but didn’t have the budget to hire a consultant on my own.” At fi rst, Fiore says he didn’t think he needed a premium drink program. “But having Peter come in and work closely with the bartenders to train them ... totally changed my mind about that,” says Fiore. Th e signature drinks Vestinos created, such as the Jalapeño Strawberry Caiporoska, $10—made with Finlandia Grapefruit vodka, jalapeño pepper and lime juice—plus, having bartenders trained to be skilled in mixing and explaining the drinks, “Really brought a lot of attention and press coverage to the bar,” says Fiore. According to Fiore, the process was diffi cult at fi rst “and we lost www.cheersonline.com Adam Seger helps his accounts understand how to mix his brand Hum in cocktails. some bartenders, but the process weaned out those who wouldn’t have worked out with the program for the long haul.” OBLIGATION OR OPPORTUNITY? But do operators feel obligated by this relationship? “I wouldn’t use the word obligation as much as opportunity,” says Ryan Valentine, director of beverage for Columbus-based Cameron Mitchell, which operates 30 restaurants. “Th e ideas we accept from brand mixologists are the best ideas we see. Th is ultimately means we are making sure our guest experience is the best it can be.” Helen Mackey, director of beverage strategy for Heathrow, FL-based Ruth’s Hospitality Group, Inc. echoes that thought. “Our fi rst priority is our guest and ensuring we deliver the highest quality, distinct, authentic experience.” Ruth’s operates 120 Ruth’s Chris Steak House restaurants, twenty Mitchell’s Fish Markets, two Mitchell’s Steakhouses and one Cameron’s Steakhouse. As well, while there is an expectation that bars will carry the spirit brands brand mixologists represent, operators say they have not felt pressured to have to sell a certain volume of those spirits in reciprocation for the services received. So how do you get these experts to come in to your restaurant—especially if you’re a lesser-known establishment? JUNE 2011 | 37