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Issue link: https://read.dmtmag.com/i/57862
the kitchen involved. At Fleming's Prime Steakhouse and Wine Bar, a 64-unit, Tampa, Florida-headquartered upscale steakhouse, the popular "5 for 6 'til 7" promotion keeps guests returning. Five cocktails, fi ve wines and fi ve appetizers are all priced at $6 each until 7pm and bringing both new customers and return-visit patrons. WINE DINNERS STILL BRING IN DINERS Cocktail lovers may be attracted to glasses with striking presentations, but operators may need to rely on other methods to entice wine drinkers. Oenophiles fl ock to promotions like fl ights and tastings, but perhaps nothing is more enticing to a wine lover than the chance to taste specially chosen wines alongside perfectly matched dishes. In 2011, Helen Mackey, the national director of beverage strategy for the Winter Park, Florida-headquartered steakhouse chain Ruth's Chris, helped to launch the "National Wine Dinner Series" for the 134-unit restaurant chain. Th e promotion runs on the same evening at all participating locations, with the identical four-course meal, plus dessert, paired with the same wines. It was inspired by the release parties; harvest celebrations and VIP style wine parties Mackey encountered during her ten years living in Napa Valley. Tickets for each dinner cost $95 to $120 per person and include a surprise giveaway including wine, estate-produced olive oil, books and corkscrews. "We have had an incredible response—we have even heard of mini-spontaneous wine clubs popping up in cities," notes Mackey. "Building these bridges between our wine loving guests has been a wonderful part of doing these dinners." Specially printed menus, check stuff ers, E-blasts, a dedicated section on their website and winemaker videos have been used to market the dinners, which were rolled out through close communication with the fi eld, winery representatives and distributors. Th e promotion was so successful last year that fi ve more events are planned for 2012: with dinners featuring Duckhorn Vineyards, Penfolds Grange, Taylor Fladgate Port and a Glenmorangie Scotch dinner. "Each of these national dinners has been successful because each is genuine in its pursuit of putting great company together with great food and wine," muses Mackey. To appeal to spirits' lovers and to keep current with the trend of classically inspired, well-executed cocktails, Ruth's Chris also rolled out their "Vintage Cocktail Program" last December. Fifteen new sips priced at $12 are based on classic libations and the menu gives the story behind their creation. Th e French Quarter 75 adds St. Germain Elderfl ower liqueur to the traditional sparkling wine cocktail, while the 50/50 Vesper stirs Grey Goose Vodka, Tanqueray Gin and Lillet Blanc. CELEBRATING AN ANNIVERSARY When a venue is marking a milestone anniversary, beverage features serve to attract guests by providing an atmosphere of celebration—not to mention nostalgia. Hard Rock Café opened its fi rst location in London in 1971, and today boasts 173 venues www.cheersonline.com For its 40th anniversary Hard Rock featured the rum rocker. in 53 countries, each displaying an impressive collection of rock and roll memorabilia. Th e casual restaurant chain marked its fortieth anniversary last year with a worldwide beverage promotion called Summer Hits. Cocktails including the "Rum Rocker," made with Bacardi Select Rum and Bacardi Torched Cherry Rum, DeKuyper Peachtree Schnapps and juices, were sold for $12.99 to $14.99, and served in a take-home, 20-ounce souvenir pint glass listing every Hard Rock Café location. "Th e program celebrated forty years of the Hard Rock brand and culture, spreading the universal language of rock as well as driving traffi c and building global beverage brand awareness," says Cindy Busi, worldwide director of beverage for the Orlando, Florida-based Hard Rock International. Management rolled out the promotion through the company's internal portal, thorough training materials sent to each location, and by conducting on-site training. Busi notes that guests loved taking home a piece of forty years' of the brand's history, with some even traveling to diff erent countries to collect the unique glassware. As a result of the three-month promotion, Hard Rock Café saw a 30 percent increase in beverage sales from the prior year. No matter the theme, size or scope, Busi off ers a sound piece of advice for operators adding promotions to their beverage program. "Stay true to your brand. If you are an Italian-themed concept, don't do a feature around sporting events. Pretty simple, but I see many concepts trying to be something they are not. Listen to what your guests want and deliver." Kelly Magyarics is a wine and spirits writer, and wine educator, in the Washington, D.C. area. She can be reached through her website, www.kellymagyarics.com, or on www.twitter.com/kmagyarics. MARCH 2012 | 51