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Issue link: https://read.dmtmag.com/i/43865
MARKETING MATTERS By Andrew Freeman Updating the bar menu with seasonal drinks adds appeal for local guests who have the opportunity to become repeat visitors. New drinks give them something new and exciting to come in for. It also provides an opportunity for operators to diversify their menu; featuring cold, refreshing drinks in the summer or hot, spiced ones in the winter. Off ering both alcoholic and non-alcoholic options will also appeal to a greater range of people. CH…CH…CH…CHANGING From "farm to fork" to "farm to glass" cocktails are undergoing a seasonal shift. Farley Bar, at Murray Circle, the restaurant at Cavallo Point Lodge in Sausalito, CA has become a favorite local destination for its "fresh" take on cocktails. Th e frequently changing seasonal drinks are a modern juxtaposition to the historic space. Examples include the vibrant "Strawberry Farley Bar in Sausalito, CA has become a favorite local destination for its "fresh" take on cocktails, such as the grapefruit one pictured here. Rhubarb" with two of spring's favorite fruits, Dubonet Blanc, Skyy Citron and Moscato d'Asti, or winter's "Grapefruit" with Don Julio Blanco, soda and egg white ($12). Hotel guests can enjoy the added service of a popular bar cart that allows them to enjoy expertly prepared cocktails in their guestrooms. Level III at San Francisco's 377-room JW Marriott in Union Square also features a quarterly changing cocktail program. Th is compliments the standing list of tried and true popular drinks that are available year round. To Every Drink, Th ere is a Season Rotating the mix is an essential part of the lineup. kitchens; now smart operators are extending that same philosophy to their beverage programs. If you're sourcing the best products for the dining room, you should probably be using them at your bar as well. As a note of disclaimer, my company works with all the properties mentioned in this story. O 24 | OCTOBER 2011 perators can turn up the sales and reap the benefi ts by developing a seasonal beverage program that is unique to their concept. Seasonal, local and organic have long been the mantra for all ambitious restaurant RED, RED WINE (OR EVEN WHITE) Similarly, a frequently updated wine program is always current and keeps guests coming in for more. Sommelier Christopher Sawyer, at Carneros Bistro & Wine Bar in Sonoma, CA has developed a list of over 400 bottles (priced from $28 to $285), 90 percent of which are from local Sonoma winemakers. Located at 182-room Th e Lodge at Sonoma, a Renaissance resort, the restaurant enjoys a steady fl ow of visitors to wine country. Every Friday evening Sawyer partners with chef de cuisine Andrew Wilson to off er wine pairings matched with seasonal hors d'oeuvres. Sawyer has also developed an engaging wine program that features eight www.cheersonline.com