Expert Advice on Hospitality Topics

This article is an excerpt from the Food Service Professional Guide to Bar & Beverage Operation, authored by Chris Parry, published by Atlantic Publishing Company. This excerpt has been reprinted with permission of the publisher. To purchase this book go to:

Atlantic Publishing Company 
Amazon.com

The nightclub business can be a rough. With a plentitude of competing venues, and with customer tastes in constant flux, the average half-life of a bar or nightclub is all too brief. Survival can depend on your ability to stay ahead of the curve and be in tune with your customers’ ever-changing demands. In short, you need to be constantly aware of what’s in  and what’s not in order to remain vital. Here is a brief compendium, in three parts, of some of the emerging and continuing trends in the industry, just a few things to look out for in 2012 and beyond:

Part 1 of 3: DRINKS

Cocktails and Spirits

Herb-infused spirits. Whether they be whiskies, vodkas or gins are gaining herb-infused drinks are gaining in popularity. Expect gin, especially, to continue to make a splash as both large producers such as Bombay and a slew of new micro distilleries continue infuse this old stalwart with fresh and interesting botanicals.

Flavored tonics. Tonic  water is a simplest mixer  there  is, and an obvious staple to anyone serving drinks. A variety of new tonics are hitting the market, however, which can transform the most basic of mixers into something more sublime. Look for new tonics to elevate simple drinks like gin and tonic into something for more interesting and complex.

Cask-aged cocktails. Drink mixes aged in wooden barrels for added nuance continue to gain popularity in major urban centers from New York to San Francisco.

Cocktails on tap. Cask-aged or not, expect mixed drinks to come out of a tap. For speed and consistency, many bars are starting to produce a selection of well-crafted cocktails in large

Solid summer cocktails. Remember the Jello shot? Expect to see it re-emerge, as mixologists exercise their creativity to concoct artistically-layered versions of an old party favorite. With the use of lecithins and other ingredients—which can alter the consistency and texture of fluids--becoming more widespread, expect solid-form cocktails to gain traction. You can also expect to see more and more cocktails turned into sorbets and popsicles when summer rolls around.

Super-premium beverages. Spirit enthusiasts and wine aficionados seem prepared to pay top dollar for a small taste of luxury potables. While they may not be willing to spend $300-$1,000 for a bottle of top-top-shelf cognac or premier-cru, more and more enthusiasts are showing a willingness to pay a premium for an ounce or two.

Smoked spirits. Flash smoking is making a move from the chef’s kitchen to the bar top. Still a relatively new phenomenon, bar-top smokers—used to infuse spirits with, you guessed it, a mild smokiness—are beginning to be found in a number of popular bars in most major cities.

Combination drinks. More and more bar owners are discovering the benefits of marrying two drinks and selling them together in order to boost sales. Whether it’s the classic shot with a beer chaser, or a more inspired combination of two cocktails with complementing flavors, double-hitters promise to become a hit among bar patrons.

Return to the classics.Cocktail menus have become chockfull of creative concoctions and signature drinks. More and more drinkers, however, are starting to embrace some of the

classics. It may be a good time to make room on the menu for the old standards—Daiquiris, the Manhattan, the Sidecar….

Skinny drinks. Expect cocktail menus to offer more and more low-cal beverages—whether lighter versions of standard fare or entirely new concoctions. Popular among the ladies and health-conscious patrons wanting to limit the number of “empty calories” they consume, skinny cocktails are a good way for drinking establishments to cater to this growing segment of their clientele.

Ingredient Trends:

Bitters—celery, whisky, lemon

Zwack, an herbal liqueur from Hungary made with a secret blend of 40 herbs and spices

Rye Whiskey

Honey Liquor

Beer

Vintage beers. A variety of aged, vintage beers are becoming available. The Modern in New York for instance offers a 1999 J.W. Lees Harvest Ale to drinkers wanting a taste of the past. Meanwhile many microbreweries are offering a variety of interesting, higher-alcohol beers meant mellow with age.

Lower-alcohol beers. While higher-alcohol beers continue to be popular, expect a rise in demand for flavorful, lower alcohol beers. Rather than nurse a pint of high-gravity, high-alcohol beer, many patrons will opt instead for high-flavor, lower-alcohol beers that they can drink in greater in quantities. Patrons’ taste for quality, low-alcohol beers is good news for bar owners, as they present an opportunity for increased sales.

Seasonal and flavored beers. While nothing new, seasonal and/or flavored beers are starting to gain traction.

Wine

Local Wines.The movement towards locally-grown wines—from a variety of regions, including New York, Michigan, Texas, Virginia, Ohio, Ontario—c ontinues and is expected to accelerate in 2012.

Lower Alcohol Content. The popularity of big, fruit-bomb wines with high alcohol content is waning, while more classic –style wines—e eegant and more structurally balanced, with alcohol levels below 13% or 14%--are beginning to gain favor.

Burgundy Wines. With Bordeaux wines commanding huge prices, consumers are more and more turning their attention to the more affordable Burgundy region.  As reason wine auctions have shown have shown Burgundy wines are rising stars.

Organic Wines. The movement towards organic products has extended to the wine  world, where more and more wine makers are beginning to explore natural wine-making techniques. Expect consumers to start embracing these “sustainable” wines in coming years.

Value. After several years of economic recession, consumers have acquired a taste for value wines. They are seeking bang for the buck—not cheap inferior wines, but good, well-balanced, flavorful wines at an affordable price. With many of these wines coming from Spain and South America, expect Spanish, Chilean and Argentinian wines to continue to grow in popularity.

Alternatives to Champagne. In keeping with consumers’ growing thirst for value, high-quality sparkling wines from regions other than Champagne are gaining popularity.  Sparkling wines from Germany, Austria, Portugal, the U.S. and Italy are expected to gain ground. Consumers are discovering that a nice, quality Prosecco can be just as enjoyable as a Champagne, often at a fraction of the price.

Non-alcoholic Drinks

Coconut water.  Already popular in cities like New York and L.A., coconut water will continue to gain popularity. With strong celebrity backing, and with major investments from the likes of Coca Cola, we should begin to see coconut water available everywhere, including the nation’s bars and nightclubs.

By Elizabeth Godsmark

This sector of the beverage industry, known in the trade as NABs, needs to be taken very seriously if you want to cash in on current drinking trends. More customers today (often affluent, young, career-oriented clientele with plenty of disposable income) are choosing to drink NABs. Health issues, stricter DWI laws, and maybe even image are influencing their decisions to turn to NABs. The fact remains: this trend can mean big bucks. Tap into the possibilities:

• Promotions. Which NABs are consistently popular in your establishment? Buy bulk and sell on promotion. Publicize offers that your customers just cannot resist. Use a large chalkboard, or place "in-your-face" table tents on tables and at the bar.

• Specialize. Don't bother with expensive market research. Consult your regular customers. Ask them what they'd like to see on the menu. Decide on a few in-house specialties. Profits will increase noticeably, as margins for NABs are generally higher than for alcoholic beverages.

• Bottled water. This is no passing fad. Both in the dining room and at the bar, people are choosing to alternate alcoholic drinks with bottled water. Shelf dates tend to be generous (particularly for still, noncarbonated waters), so cash in: buy in bulk for big savings.

• Added value.Serve NABs in sophisticated, unusual glasses that scream "quality"! Customers will happily pay that little bit extra for a "wow" experience.

• Don't price too low. A word of warning. To make the most of this burgeoning area of the drinks market, keep your prices in line with your estab­lishment's other alcoholic beverages. If NABs are priced too low, bartenders will be reluctant to promote them, and customers will think they're nothing special.

BAR MANAGEMENT
by Bob Johnson

Part 2

When you, Mr. Owner, hired a bartender or manager, did you include the consumption of beverage alcohol as part of the job?  Of course you didn’t.  So why would you allow it?   If a bartender or manager chooses to consume a bever age alcohol product for their personal consumption while working, they’re stealing from you!  It’s grounds for immediate termination.  It’s no different than working at Wal-Mart and helping yourself to a few DVDs or a pack of gum and not paying for it.  It’s called “shoplifting” and people go to jail for stealing company property. I have too many bartender friends who got into the habit of having a couple of drinks while working.  The customer buys the bartender a drink, and the bartender gladly accepts.  Now the bartender is up to “quite a few” every day.  Then the bar tender nds himself “having to have a few” on their days off.  Then they have to have several drinks a day just to “balance out.”  

This is called addiction. It’s called alcoholism, and they’ve got a problem they’re going to have to battle the rest of their life.  As the owner or general manager, are you encouraging these people to have drinks at work?  If so, you may be the one responsible for this person’s alcoholism.Alcohol is for the customer to consume, not the bartender or other staff members.  Bartenders simply prepare it and serve it—that’s it!  Why can’t bartenders or servers simply accept a non-alcoholic beverage, like a Red Bull, Frappuccino, cup of coffee, bottle of water, Coke, etc.?  Why does it have to be a drink containing beverage alcohol? Police don’t drink alcohol while working, bankers don’t drink alcohol while working, retail clerks don’t drink alcohol while working, emergency room personnel don’t drink alcohol while working, sports teams don’t drink alcoholwhile working, so why do bartenders and managers feel they’re entitled to consumealcohol while they’re working? It’s stupid, it’s unprofessional, it’s self-serving and in many states, it’s illegal (and  it should be illegal in all states).

Vodka/Tom Collins 

Anything can be a Collins, but “Vodka” and “Tom” (using Gin) are the two called for the most.  Make this drink directly in the Collins glass.  Fill it with ice.  Put in one shot of vodka/gin.  Add sweet and sour mix to 3/4 of the glass.  Shake.  Add club soda to the top and garnish with a cherry/orange ( ag).  Many bartenders do not shake a Collins, nor do they put in the club soda.  There are no laws that say you have to do either, but traditional mixology should prevail for this kind of classic drink. The original recipe calls for club soda, and you must always shake any drink that contains sweet and sour mix.

Bloody Mary

The Collins glass is the traditional favorite for this fading but still popular bar drink, always in the top 10 in popularity.  Make the drink directly in the glass if you’re making them one at a time, step by step. First, a shot of Vodka, then fill the glass with tomato juice. Then put in a dash of salt, pepper, Worcestershire sauce and Tabasco.  Add a lime wheel for the garnish. Customer preference could dictate adding anyone, or all, of the following additional ingredients: celery salt, cocktail onions, A-1 sauce, cubes of cheese, beef bouillon, pepperoni, horseradish, shrimp, Angostura bitters, pepper rings, celery stalk, onion rings, lime wheel, pepperoncini, etc.

When a customer appears to be “picky” about how spicy he wants the drink, give him the tabasco sauce “on the side.”  Let him put in his own. In my opinion, don’t waste your time making a Bloody Mary from scratch using tomato juice and all the condiments. 

It takes too much time and you don’t know your customer ’s personal taste preferences.  Instead, go with a Bloody Mary pre-mix. Or, make your own house pre-mix.  Here are a couple of batch recipes for one gallon of premade Bloody Mary mix:

Two 46 oz. cans of tomato juice           
1 3/4 oz Worcestershire sauce   
1 3/4 oz. A-1 sauce              
1 oz. celery salt            
1 oz. celery salt
1/2 - 1 oz. tabasco sauce    
2 oz. lime juice
6 oz. beef bouillon          
1/2 - 1 oz. tabasco sauce
6-8 dashes of pepper         
Stir thoroughly                          
 
Horseradish or Angostura bitters could be added to the above ingredients.  Or use a can of Picante Sauce in place of the same amount of tomato juice. Consider putting a kosher salt rim around the glass, like the original Bloody Mary. For a garnish, consider a couple of medium, boiled shrimp along with the lime wheel.

Maybe a couple pieces of pepperoni, Swiss cheese, green pepper, a spicy asparagus stick, a beef jerky and a cocktail onion or two.  How imaginative do you want to get?

Whatever variations you decide, make sure all the bartenders make the drink the same way, using the same pre-mix and garnishes. If pre-mixing Bloody Mary mix by the gallon is not pro table for you because you don’t sell enough of them, here are
some interesting options:
 
(1) Sacramento makes a Bloody Mary mix in a six-ounce can.  It’s excellent and there is no waste because of the six-ounce can portion. Refrigeration is not required.   The can sits on the shelf until it’s used.
 
(2) Use Spicy Hot V-8 juice, also available in six-ounce cans.  This makes an outstanding Bloody Mary mix. Don’t let the customer see you putting V-8 in his drink.  Add it underneath the bar.  Many a bartender will tell you that the most compliments received for Bloody Mary mix was not from tomato juice, but from Spicy Hot V-8 juice. If you store opened Bloody Mary mix overnight, make sure it is checked and tasted before opening the next day.  Bloody Marys are popular at lunch-time.  Make sure the mix is good before you get somebody sick!  If the mix tastes “marginal,” throw it out!  This is why the six ounce cans of tomato juice are cost effective and convenient—no spoilage!

Three very good Bloody Mary Mixes I recommend are Whiskey Willy’s, Zing Zang and Kelly and Gonzalez.  Purchase through your local distributor.

Get your “Rocks ” off with  the Black Russian, Old Fashioned & Daiquiri 

In this part of our series on contemporary drink making, bar management expert Bob Johnson examines  some of the most popular “Collins”  glass drinks  including the Long Island Ice Tea,  the Tom Collins and everybody’s favourite hangover cure, the Bloody Mary. 

Collins” glasses are usually 12-16 ounces, and these glasses can be used for a variety of drinks.  Here are some of the more popular drinks served in a Collins glass.

Long Island Ice Tea

This drink has been a consistent big seller in the 19 to 35 age group.  It’s a “quick” drunk. 

Customers who order Long Islands need to be carefully watched.  How fast are they drinking the Ice Tea?  How long between re-orders? The traditional recipe for the Long Island Ice Tea is: 

Collins glass  filled with ice; 1/2 shot of Vodka,Gin, Rum, and Triple Sec; Sweet and Sour mix to 4/5 of the glass; add coke to the top; shake; garnish with a lemon wedge/straw.

There are many variations, including:

(1)  Use Tequila in the recipe.  Many Midwestern bartenders will tell you that a Long Island Tea with Tequila is a “Texas Tea.”

(2)  Consider using non-alcoholic Triple Sec. 

It’s cheaper ($3-4 per bottle) as compared to the Triple Sec that contains alcohol ($7-9 per bottle).  Triple Sec is nothing more than a  flavouring agent. When mixed with other liquors and ingredients, the presence of alcohol in Triple Sec is meaningless.  All we care about as mixologists is the orange flavour we get from using Triple Sec.  Triple Sec is the domestic substitute for Cointreau. 

(3)  Make an Ice Tea using Blue Curacao instead of Triple Sec; it’s now a “Blue Tea.”

(4)  Use 7-Up (not Sprite) and cranberry juice instead of Coke and it’s now a “Long Beach Tea.” Also, if you’re measuring 1/2 ounce shots, use the small side of the jigger (3/4 oz.) and pour below the top of the jigger.  Put in 1/2 shots of Vodka, Gin, Rum, Triple Sec into small side of the jigger.  Or simply have your bartenders “free pour” 1/2 ounce of liquor one at a time directly into the glass. Bartenders who pick up and pour the four bottles at the same time make the drink wrong. Usually more of one liquor comes out. Great “show,” but a lousy drink. Instead, consider premixing the four liquors into a separate container along with the sweet and sour mix if you get a lot of calls for this drink.  If you’re high volume, your bartenders could save valuable time by-passing the steps of picking up each of the four liquor bottles.  De nightly pre-mix the liquor for the service bartenders.

Next Up Vodka Collins…..