Cheers

Cheers-Sept 2016

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.

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www.cheersonline.com 4 • September 2016 FIRST SIP SPRITZ IT UP THANKS TO THE CONTINUED INTEREST IN CLASSIC COCKTAILS, many consumers have embraced the spirit-heavy sips of yesteryear, from Manhattans and Sidecars to Old Fashioneds and Negronis. But some guests today are seeking lower-proof libations. Why? Part of it is related to health, as people become more conscious of what they put into their bodies. It's not just cutting out the extra alcohol calories, but more about "cleaner" drinking—opting for pure spirits, natural fl avorings and less sugar. The push to more-responsible drinking is another aspect of the low-alcohol movement. Guests often want to be able to enjoy more than one drink, or have a light cocktail and a glass of wine or beer with dinner. The article "High Esteem for Low-alcohol Libations" on page 22 shows how creative bars and restaurants are getting with lower-proof cocktails. There's also been an infl ux of quality vermouths, aperitifs, fortifi ed wines and other bases for mixologists to play with. One of the low-octane beverages that's been getting more play recently is the Spritz. This aromatic, bubbly and slightly bitter cocktail imported from Italian aperitivo culture has been popping up on more drink menus in the U.S.—and with good reason. As one bar director points out in the low-alcohol cocktails article, Spritzes can be a wonderful way to start a meal or just to enjoy on their own at any time of the day. Another bar manager notes that Spritzes are a great upsell for guests who might order a soda or juice or even just drink water if there wasn't a better, lower-proof option. It's worth noting that proper Spritzes have little to do with the ubiquitous and boring White Wine Spritzers of the 1980s. The classic Italian Spritz cocktail, for instance, starts with a prosecco base, a bitter liquor (typically Aperol, the slightly sweeter cousin to Campari), a splash of soda and orange slice. Not that you have to make a Spritz with a bitter liqueur. Belvedere vodka this year unveiled recipes for several low-sugar and fl avorful Spritz cocktails. During a press tour in July, a Belvedere executive noted that the brand wanted to get American consumers into the Spritz. (See page 31 for more). The lightness and "sessionability" of the Spritz may inspire some to consider it a summer or warm-weather cocktail. But seasonal fl avors and garnishes can help make it an evolving, year-round option. It's certainly worth testing some variations of the Spritz at your bar. Cheers! Melissa Dowling Editor Cheers September 2016 / Vol. 27 No. 6 Editor Melissa Dowling 203-855-8499 ext. 2223 mdowling@epgmediallc.com Associate Editor Kyle Swartz 203-855-8499 ext. 2225 kswartz@epgmediallc.com Managing Art Director Dodi Vessels dvessels@epgmediallc.com Production Director Cherri Perschmann 763-383-4425 cperschmann@epgmediallc.com Contributing Editors Kelly A. Magyarics, Jack Robertiello, Thomas Henry Strenk Senior Regional Sales Managers Bruce Kostic 203-855-8499 ext. 2215 bkostic@epgmediallc.com Mark Marcon 763-383-4456 mmarcon@epgmediallc.com Debbie Rittenberg 763-383-4455 drittenberg@epgmediallc.com List Rental MeritDirect, Jim Scova jscova@MeritDirect.com 914-368-1012 Reprints Robin Cooper rcooper@epgmediallc.com Cheers ® is published by EPG Media & Specialty Information Editorial offices at 17 High Street, 2nd Floor Norwalk, CT 06851 Tel: 203-855-8499 • Fax: 203-855-9446 CEO Marion Minor Sr VP/Audience Development Joanne Juda-Prainito Sr VP/Finance & Operations Gerald Winkel VP/Beverage Group Amy Collins Cheers (ISSN 1051-564X—USP Number 007-239) is published eight times per year (January/February, March/April, May, June, July/August, September, October, November/December) by EPG Media & Specialty Information, 17 High Street, Norwalk, CT 06851. Periodical Rate Postage paid at Norwalk, CT and additional mailing offices. POSTMASTER: Send address changes to Cheers, P.O. Box 2123, Skokie, IL 60076-7823 SUBSCRIPTIONS: One-year subscription rates: USA $35.00; Canada $50.00; air mail to other countries $75.00. All subscriptions payable in U.S. dollars. Payment must accompany order. To subscribe write: Cheers, P.O. Box 2123, Skokie, IL 60076-7823, or call the Cheers customer service line at 847-513-6025, M-F 8 a.m. to 4:30 p.m. CST. Subscription customer service e-mail: cheers@halldata.com. Contents copyright © 2016 by EPG Media & Specialty Information, 17 High Street, Norwalk, CT 06851. Reproduction without the express written consent of the publisher is prohibited. EPG Media & Specialty Information, publishes Cheers, Beverage Dynamics, StateWays, Wine & Spirits Industry Marketing, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book.

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