Cheers

Cheers Jan/Feb 2017

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 11 January/February 2017 • Then came the quest for the holy fl avor grail, including the confectionary phase with success stories like whipped cream and cake. Following those hits came a plethora of fl avor releases, some rather far out, such as pickle, mimosa and sriracha, to name just a few. Backbars and retailers shelves became overcrowded, and now fl avor fatigue seems to be setting in. Or perhaps fi ckle customers are straying to categories other than vodka for their fl avor fi x. The fallout is that producers are reining in fl avor proliferation, concentrating attention on core fl avors. Bar and restaurant operators have weeded out dusty unused fl avors to focus the most versatile vodka variants. NARROWING THE SELECTION "The U.S. market has been the big driver for those crazy, fun vodka fl avors, like cotton candy and marshmallow fl uff," says Cindy Busi, worldwide beverage director with Hard Rock International. The Orlando, FL-based company operates 174 Cafes in 74 countries right now, 48 of which are in the U.S. "Flavors are still resonating, but people are starting to be more of a purist in spirits," Busi says. For Hard Rock Cafes, that means a "back to basics approach" to cocktails. Rather than carrying multiple fl avors, Hard Rock instead relies on fl avor agents such as fresh fruits, fl avored syrups and other modifi ers. That helps to reduce SKUs on the backbars. EASY DOES IT "All of these fl avors have made it easier for us at Coyote Ugly to do our job as bartenders—to get drinks out quickly," says Marsha Mahaffey, general manager at the Coyote Ugly Saloon in San Antonio, TX. The New York-based chain has about 24 units internationally, 13 in the U.S.; it is known for its lively atmosphere, bartop dancing, and the eponymous 2000 fi lm. "We have a wide selection of fl avored vodkas that can easily mix with soda, juices or Red Bull," Mahaffey says. Coyote Ugly's core list includes 10 fl avors of vodka, with options such as Loopy by Three Olives and Deep Eddy Grapefruit. The latter is a fl avor that Mahaffey sees as trending upwards. "We ask customers, what fl avor are you looking for—orange, strawberry, watermelon?" says Mahaffey. The bartender can pick the desired fl avored vodka off the rail, just add soda and the drink is ready to serve. If the customer wants a sweeter drink, it's enhanced with juice or punch, she adds. As an example, Deep Eddy Lemon with soda and a splash of 7Up is priced at $7. POINT OF ENTRY "I don't think fl avored liquors will ever completely go out of style because somebody's always turning 21," says Mike Di Tota, cocktail director at gastropub The Bonnie in Astoria, NY, part of the Bua Bar Restaurant Group. "There's always going to be somebody playing catch up, discovering cocktails, and drinking in general." For that group, he says, drinks like blueberry vodka and soda are point-of-entry cocktails. The Bonnie carries half a dozen fl avored vodkas from Stolichnaya and Absolut. The brands are well known and don't use any artifi cial fl avorings or sweeteners, says Di Tota. "People mostly drink them as vodka sodas, and we sell a lot of those." Hard Rock Cafe's core menu offers a number of drinks using fl avored vodka, including the Red Berry Press, with house- made lemonade, Svedka clementine vodka and fresh lemons, strawberries and raspberries. The Raspberry Lemonade version uses Smirnoff raspberry vodka. "I DON'T THINK FLAVORED LIQUORS WILL EVER COMPLETELY GO OUT OF STYLE, BECAUSE SOMEBODY'S ALWAYS TURNING 21." — Mike Di Tota, cocktail director at gastropub The Bonnie in Astoria, NY, part of the Bua Bar Restaurant Group. PHOTO CREDIT: ALEXANDRA FOLEY.

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