August 2016 Bar Business

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A nightlife power couple in New York City opens Ascent Lounge this fall in a very special space.

The How-To Publication

BAR BUSINESS August 2016


Celebrating 75 Years of the Mule

The Copper Card The new card that prevents your copper mugs from being stolen!

Want To See More Sales? M A K E S U R E C U S T O M E R S C A N S E E R U M C H ATA .

I F P E O P L E S E E R U M C H ATA , T H E Y W I L L B U Y I T. OUR ICONIC BOTTLE SHOULD BE ON YOUR BACK BAR, NOT IN YOUR COOLER. RumChata®, Caribbean Rum with Real Dairy Cream, Natural and Artificial Flavors, 13.75% alc./vol. Produced and Bottled by Agave Loco Brands, Pewaukee, WI 53072. Please Enjoy Responsibly. RUMCHATA and CHATA are Registered Trademarks of Agave Loco, LLC.


On Tap AUGUST 2016

Top: Shutterstock /; Middle: Shutterstock /Africa Studio







META MArketing

Keep IN step with THE rep


Joy Gendusa wants you to sell out by using her six proven marketing tactics to help boost your venue’s revenue this year.

In the modern world of instant reviews and critiques, you can’t afford to ignore your online reputation; it can help you or hurt you.

Smart bar owners build more than just businesses, they build brands. But without a solid trademark, is it really yours? August 2016 Bar Business Magazine


On Tap



Features 28 MORE MULES As the Moscow Mule kicks its way back into prominence on-premise, the classic cocktail’s history and its iconic vaunted vessel have become a focal point for owners who want to push more mules across the bar.



Departments 4 Bar room drawl 6 Booze News We got the Shakes on a Plane while hosting a spirited JetBlue cocktail experience last month; Cleaning up on the dance floor; Shaq dunks on vodka; the return of Steak & Ale.

10 liquid Assets An inside look at the legend of tequila takes a few twists and turns when the topic of Mezcal comes up amongst the usual look at varietals and variations between the different styles of tequila and the history behind them all on-premise.

36 Big six The owners of New York City’s new Ascent Lounge have a long history with the space and a bright future ahead of them as the redesigned venue opens its doors this fall.

Spirit entrepreneurs weigh in on how their “healthier” spirits can be marketed ethically and honestly in a way that allows bar owners to build menu offerings around cocktails that cater to customers who want to imbibe while bettering themselves.

40 Inventory 42 holiday happenings 44 Owning Up The Lease Coach tells us what time it is when time is ticking down on an on-premise lease deadline.



“Bar Business Magazine” (ISSN 1944-7531 [print], ISSN 2161-5071 [digital]) (USPS# 000-342) is published February, April, June, August, October, & December for $45.00 per year and January, March, May, July, September, & November will only be offered in a digital format at no charge by Simmons-Boardman, 55 Broad St, 26th Fl., New York, NY 10004. Periodicals postage paid at New York, NY and additional mailing offices. Copyright © 2016 Simmons-Boardman. All rights reserved. Printed in the U.S.A. No part of the magazine may be reproduced in any fashion without the expressed written consent of Simmons-Boardman. Qualified U.S. bar owners may request a free subscription. Non-qualified U.S. subscriptions printed or digital version: 1 year US $45.00; Canada $90.00; foreign $189.00; foreign, air mail $289.00. 2 years US 75.00; Canada $120.00; foreign $300.00; foreign, air mail $500.00. BOTH Print and Digital Versions: 1 year US 68.00; Canada $135.00; foreign $284.00; foreign, air mail $384.00. 2 years US $113.00; Canada $180.00; foreign $450.00; foreign, air mail $650.00. Single Copies are $10.00 each. Subscriptions must be paid for in U.S. funds only. For subscriptions, address changes, and adjustments, write to: Bar Business Magazine, PO Box 1172, Skokie, IL 60076-8172. Instructional information in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all reader to exercise care when engaging in any of the how-to activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein. All rights reserved. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 1172, Skokie, IL 60076-8172.


Bar Business Magazine August 2016



Bar Room Drawl

By Chris Ytuarte Editor

Closing Out My Tab "The harsh, useful things of the world, from pulling teeth to digging potatoes, are best done by men who are as starkly sober as so many convicts in the death-house, but the lovely and useless things, the charming and exhilarating things, are best done by men with, as the phrase is, a few sheets in the wind.” — H.L. Mencken

I love that quote. It reminds me that I have spent nearly a decade writing (which is exhilarating to me) about the bar industry (which is charming to me) and that both can be lovely and sometimes feel useless, but are amazing always. And while putting pen to paper with a few sheets in the wind is not recommended (despite Mencken’s suggestion), sometimes my research of this industry has put me there. And I loved every minute of it. This August 2016 issue of Bar Business Magazine will be my last as Editor, as I’ve made the difficult but exciting decision to move on to tackle new endeavors in my career, which I look forward to even as I look back with great joy and fondness for what we have built with the Bar Business Magazine brand. Our first issue 4

Bar Business Magazine August 2016

arrived in print in October 2008, and it’s been a wonderful adventure since, mostly thanks to the amazing people of the nightlife industry with whom I’ve spent these past eight years working and socializing. Bar Business Magazine and all its platforms are in good hands, and will continue to flourish going forward. I want to personally thank Simmons-Boardman Publishing Corporation for getting behind the idea for Bar Business Magazine from the very start, and specifically company President Arthur McGinnis, Jr., whose support for me and my Bar Business co-founder and Publisher Art Sutley has been unfaltering throughout. Likewise, this magazine only came to life thanks to original team members like Wendy Williams and Todd Blanchard, who designed the look; Alexis Jarossy, who helped shape the editorial content; and Mary Conyers, who built each issue’s advertising layout. Thank you all, and thank you to those who today carry on their foundational work. As I said in our very first issue, I love a great bar, and I always will. I also love a great magazine, and I truly believe we’ve created one. To our readers, I hope you continue to benefit from Bar Business Magazine and all it has to offer going forward. I know I always will. Cheers.


August 2016 Vol. 9, No. 8 Bar Business Magazine (ISSN 1944-7531) is published by Simmons-Boardman Publishing Corporation 55 Broad St 26th Fl., New York, NY 10004 executive offices

President Arthur J. McGinnis, Jr. Publisher Arthur J. Sutley 212-620-7247; fax: 212-633-1863 editorial

Editor Chris Ytuarte 212-620-7223; fax: 212-633-1863 C


Creative Director Wendy Williams Associate Graphic Designers Nicole Cassano Aleza Leinwand production

Corporate Production Director Mary Conyers circulation

Circulation Director Maureen Cooney advertising sales

Art Sutley 212-620-7247; fax: 212-633-1863 circulation department

800-895-4389 Bar Business Magazine is published monthly. All rights reserved. Nothing herein may be reproduced in whole or in part without written permission of the publisher. To Purchase PDF files of covers, layouts or hard copy reprints, please call Art Sutley at 212-620-7247 or email









November 6-8, 2016 | Westin Cape Coral Resort | Cape Coral, FL Wine, beer and spirit producers, importers, distributors and exporters will present products to an audience of on-premise buyers (restaurants, hotels, resorts/parks, cruise lines, and airlines), as well as distributors and importers.

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A Better Way To Do Businessâ„¢



o, we don’t mean the kind of shakes on a plane that stem from a fear of flying; Bar Business Publisher Art Sutley has had enough of those. Rather, this high-flying experience came courtesy of a special in-flight craft cocktail service for a few lucky passengers en route to New Orleans for Tales of the Cocktail last month aboard JetBlue airlines. Partnering with Tito’s Handmade Vodka, Brooklyn Brewery, Ocean Spray, and Punch, Bar Business Magazine and JetBlue put together a first-class crew of mixologists who served up three signature drinks for folks heading from New York’s JFK International Airport to New Orleans on June 19, giving most their first taste of some high-end concoctions before landing at Tales of the Cocktail. On-board along with Bar Business Publisher Art Sutley (center) was Mia Mastroianni (third from right) and Phil Wills (left), two well-known mixologists who have been featured on Spike Network’s Bar Rescue T V show working alongside host Jon Taffer. Mastroianni, a ten-year industry veteran and a founding bartender of Soho House West Hollywood, teamed with Wills, a partner and owner of The Spirits in Motion with 15 years experience in the service industry, to create three signature cocktails for passengers aboard this JetBlue #ShakesOnAPlane flight:


RECIPES Shandy Sunrise 2 oz. Sprite 4 oz. Brooklyn Brewery Summer Ale Splash of Ocean Spray® Cranberry Juice Cocktail Pour ingredients in the order listed, serve and enjoy!

SoFly Spritz 1 oz. Aperol .5 oz. Jack Daniel’s Whiskey .5 oz. honey, rosemary & chamomile-infused syrup 1 dash of grapefruit bitters 1.5 oz. dry sparkling wine .5 oz. soda water Shake Aperol, Jack Daniel’s, syrup and bitters with ice and then strain over fresh ice. Top with sparkling wine and soda water. Garnish with a slice of grapefruit and sprig of rosemary.

American Buck 1.5 oz. Tito’s Handmade Vodka 2.5 oz. ginger ale 2 dashes of ginger bitters 3 lime wedges Pour ingredients in the order listed over ice. Squeeze limes into drink and garnish with wedge.

Bar Business Magazine August 2016

Focus on Floors: Cleaning the Dance Floor When the Music is Over


he success of a dance club depends on what some call the "four A's": • A top notch DJ • A quality sound system • A great lighting system • A well-kept floor. A nightclub's floor can be surprisingly important. "The quality of the floor affects the number of patrons dancing on it, especially women, as they do not want to trip on the floor or have their nice shoes soiled by the floor," explains Sam Sameni, operating partner of a large Dallas dance club. Because maintaining the dance floor will be up to cleaning professionals, here are some tips to help keep it clean and safe: Know what you're up against. A popular club will have a very soiled dance floor every visit. Depending on the location, expect cigarette butts, sugary margaritas, red wine, and beer mixed in with lots of

grime. The dance floor should be cleaned every time it is used. Do not let soil or moisture build up. Establish a routine. Organization is key to dance floor care. The routine often starts with picking up large debris from the floor and then sweeping or vacuuming. Look into a sweeper or wide-area vacuum, which can help improve worker productivity. Scrub. Mopping the dance floor, even with a microfiber mop, should be avoided. It can spread soils further into grout and porous floors. Instead, an autoscrubber or less expensive "auto vac," an effective autoscrubber alternative, should be considered. These systems are also more protective of the floor and the floor's finish. Whichever type is selected, look for systems certified by the National Floor Safety Institute. Use chemicals. Typically a pH neutral cleaner should be used to clean vinyl or hardwood dance floors; applying a finish is up to you, but if applied, it should have a high DCOF to help prevent slips and falls. Quality. It's important that you install a quality floor to begin with. It will last longer and be much easier to maintain.

Medea, Inc. Partners with Shaquille O’Neal


edea Inc., a market leader in Bluetooth technology which adorns its award-winning Medea Vodka brand has tapped Shaquille O'Neal as its newest partner. O’Neal joins Medea, Inc., as a member of its Technology Advisory Committee, as the company expands into new areas of the lifestyle sector. Medea Inc.’s patented LED display technology allows users to create personalized messages that scroll across the platform. The Medea Bluetooth App is available to both IOS and Android users. The world’s only personally programmable LED technology will soon allow for retail analytics and host In-App games, including trivia. “The first time I saw Medea’s personallyprogrammable LED display in action, I knew I wanted to partner with them,” said Shaquille O’Neal. “Medea provides an experiential technology that can be shared through gifting, events, social media and much more. I look forward to collaborating with Medea on its expansion.” In his new role, O’Neal will be involved in presenting the technology to retailers, distributors and interested investors. Named as one of the “100 Most Creative People in Business” by Fast Company, O’Neal brings a vast array of experience to Medea Inc., with an eye towards

technology and has one of the most impressive social media platforms to date. When Twitter first launched, O’Neal was famously one of the first celebrities to have a verified account and has since become the second most followed U.S. athlete on the platform. Social Media is a large component of Medea’s integrated Bluetooth technology model, O’Neal’s notoriety in this area will allow Medea Inc., to expand both its technology and reach tapping into a larger market. “The addition of Shaquille O’Neal to our committee will be instrumental in helping Medea to further develop the IoT (Internet of Things) platform in new markets,” said Peggy Taylor, Medea Chairman. “O’Neal’s enormous and global social media following will help shape Medea’s future as it heightens the ability to directly connect with a broader range of consumers.” August 2016 Bar Business Magazine


Booze News The Most Daring Champagne Delivery: Mumm Grand Cordon Arrives in the US


aison Mumm is proud to announce the official launch in the US of Mumm Grand Cordon, its revolutionary new Champagne bottle. True to its motto – “Dare. Win. Celebrate.” – the pioneering Champagne House staged its most daring Champagne delivery ever, with the new bottle arriving in Manhattan in spectacular style. Maison Mumm officially unveiled its revolutionary bottle Mumm Grand Cordon at Lightbox, the premier creative tech space in New York. The new bottle was presented in a breathtaking sequence that segued from a digital film to real life, and featured the noted actor Kellan Lutz and Mumm Cellar Master Didier Mariotti. Maison Mumm offered an immersive experience to the public who lived almost in real time as Lutz raced against the clock to deliver the bottle to the celebration venue. In the final sequence of the film, attendees saw Lutz on a motorcycle arriving at the venue, which also coincides with his grand entrance with the bottle on a motorcycle in real life to the party for one of the most daring deliveries of a Champagne bottle ever. The Daring Delivery was shot using cutting-edge techniques – in particular first-person POV – to create

an immersive experience that engrosses the audience in the action from the beginning. Viewers are transported through both Lutz and Didier’s journeys, actually feeling what it is like to be Didier Mariotti as he makes a daredevil skydive – a world first for a Champagne cellar master! – or Lutz as he races through the streets of Manhattan on a motorcycle. “I consider myself a very daring person - I regularly rock climb and ride motorcycles - so when Mumm asked me to take part in the most daring Champagne delivery I was up for the challenge!” said Lutz. With the launch of its daring new bottle, Maison Mumm is setting out to reclaim its US leadership position of the 1980s. The House was a pioneer of Champagne in North America, with its first shipment dating back to 1830.

Steak and Ale Launches Comeback


he venerable Steak and Ale brand is back! Legendar y Restaurant Brands Chairman & CEO Paul Mangiamele announced today that he has executed an exclusive Master Development Agreement to bring multiple Steak and Ale restaurants to Mexico. Emilio Orozco de la Garza, Managing Partner of ONBD Group, believes the nation can accommodate up to 75 locations, but he plans to focus initially on opening the first five Steak and Ales in Mexico City. “I’m honored and excited to lead the renaissance of the iconic Steak and Ale brand in my home country,” said Orozco de la Garza, whose ONBD Group owns interests in the technology and innovation, real estate and hospitality industries. “There’s a gap in


Mexico City’s explosive dining scene for a polishedcasual steakhouse that showcases Old World charm in a new and innovative way." Once revered for its succulent Prime Rib, warm bread and bountiful salad bar, Steak and Ale is now making its triumphant return. Redefined as a 21st Century polished-casual concept, while retaining the signature elements that made it an American classic, the new Steak and Ale will once again set the standard for affordable steakhouses. Blessed with decades of goodwill and brand equity, and supported by an expert operations and management team, the future is bright for this Legendary brand. “My team and I have worked tirelessly to bring Steak and Ale back, but as eager as we were to open our first restaurant, we were determined to find the right partner first,” said Mangiamele, who has led the comeback.

Bar Business Magazine August 2016


Featuring an all new design and a personalized user experience, the new TouchTunes mobile app is more fun and engaging than ever, allowing patrons to search for music, import playlists, earn rewards, and play their favorite songs like never before.

Liquid Assets


TEQUILA By Amy Lennox


Bar Business Magazine August 2016

In honor of National Tequila Day on July 24th, we sat down to talk shop with a few of Mexico’s key player’s and compiled a delectable list of cocktails to suit any occasion.


EQUIL A! The word on its own invokes feelings of excitement, celebration, and nostalgia. Don’t be fooled however, tequila is not just a party girl amongst other savvy barrel-aged spirits. There is a deep history and a distinguishable story behind this Mexican born front-runner. Tequila is the product of the native weber blue agave plant, which is indigenous to a specific region in Mexico. The Tequila Regulatory Council mandates under Mexican law, that in order to be considered tequila, the spirit must be made by a Consejo Regulador del Tequila, located in one of the five designated Mexican states, and also be distilled from a minimum of 51% weber blue agave. The bulk of the distilleries reside in the state of Jalisco; even more specifically in the town of Tequila, which is just about 30 miles outside of the town of Guadalajara. Other regions that produce weber blue agave are – Michoacan, Guanajuato, Nyarit, Tamaulipas, these are the ONLY regions that produce agave that meet Mexican regulatory standards for Tequila. Those tequilas that meet the requirements but do NOT contain 100% weber blue agave are labeled “Mixto” (containing sugar from other sources); the remainder are labeled – “100% Blue Agave.” Anyone who has even a slight inkling about tequilas (or Mexico) will know that there are two major differences in the areas where the agave is farmed – the highland and the lowland tequilas. According to Claire Richards, Senior director of Tequilas at Beam Suntory (producers of Hornitos), “The primary factor that differentiates lowland tequila from highland tequila is the elevation at which the agave is cultivated. Due to factors such as climate, soil quality, and consistency, the types of tequila that are produced differ from region to region. Lowland tequilas tend to have an earthier, more floral flavor profile; while tequilas produced in the highlands are fruitier tasting. These harvested high and lowland agave are then groomed with a coa, chopping off all of the pointy leaves. Pinas are what remain, which are then cooked in autoclaves — pressure cookers made of stainless steel — and then fermented to produce the silver or pure, unscathed tequila. According to Neilsen, a global information and measurements market research firm headquartered in New York City, ultra-premium tequilas (aged or distilled) are currently seeing a significant spike. Neilsen notes this fact as one of the key drivers in the continued expansion of the tequila segment of the market with growth of 15.5% in the past year; tequila as a whole grew 9.1% (date ending 6/18/16). When referencing tequila allinclusively, a Neilsen CGA Consumer Survey taken in

April of this year found that an astonishing 44% of consumers name tequila as their favorite cocktail base. Margaritas came out in front as the U.S.’ favorite cocktail, with 60% of consumers surveyed stating they would drink a margarita when at a bar or restaurant. Bring on the salt and lime! In honor of National Tequila Day on July 24th, we sat down to talk shop with a few of Mexico’s key player’s and compiled a delectable list of cocktails to suit any occasion. These killer concoctions have the depth of flavor to hold their ground at the upscale dinner table; twirl you about the dance floor; or usher in the most colorful of sunrises. Whether Cinqo De Mayo, Taco Tuesday, National Tequila Day, or just plain Monday, Wednesday, or Sunday Funday, the reasons for enjoying this rich earthy spirit are limitless.

“According to Neilsen, ultra-premium tequilas (aged or distilled) are currently seeing a significant spike.” August 2016 Bar Business Magazine


Liquid Assets

RECIPES CITY BY THE SEA: 1 ½ parts OWL Tequila 1 part agave nectar 2 each wedges of lemon, lime & orange Preparation: Muddle lemons, limes, and oranges. Add agave aectar, tequila and ice and shake vigorously. Pour contents into Collins glass and top with lemon lime soda.

El Rey: 2 parts Codigo 1530 Reposado Tequila 1 squeeze of lime 2 parts fresh squeezed grapefruit juice 2 each wedges of lemon, lime & orange Preparation: In a shaker with ice: combine tequila, lime and grapefruit juice, shake vigorously. Strain over ice and top with club soda.


2 oz Maestro® Dobel Diamante ½ oz Lillet Blanc 2 teaspoons apricot liqueur 1 tablespoon apricot black tea Barspoon raw agave Preparation: Stir all ingredients in a mixing glass with ice and stir until properly chilled and diluted. Strain into coupe glass. Garnish with edible flower & lemon twist.

HORNITOS OLD FASHIONED: 1 ½ parts Hornitos Black Barrel Tequila 1 part simple syrup ½ part Amaro bitters 2 dashes orange bitters Preparation: Combine simple syrup, Hornitos® Black Barrel® Tequila, Amaro and bitters. Add ice and stir. Strain over fresh ice and garnish with an orange peel.

Herradura ULTRA NEAT: 2 ½ oz Tequila Herradura Ultra Preparation: Pour into rocks glass and enjoy!

INDECENT PINEAPPLE: 1 ½ oz Viejo Indecente Espadin 1 oz fresh pineapple syrup (simple syrup steeped with fresh pineapple) ¾ oz lime juice Preparation: Combine all ingredients in a cocktail shaker filled with ice and shake vigorously. Strain into a glass with ice. Garnish with cilantro.


BLANCO: One with Life Organic Tequila Based on the concept of staying at peace in the present moment, and encouraging people to live a mindful, balanced life. One With Life Tequila is harvested for seven years with ZERO pesticides or synthetic fertilizers. Aged: No aging Flavor Notes: Bright citrus nose; deep vanilla finish

REPOSADO: CODIGO 1530 REPOSADO Proudly bearing the Jerusalem cross that sits atop the Jalisco Coat of Arms dating back centuries, Codigo embraces a time-honored custom perfected over five generations. Reflecting the elegant agave-driven flavors of a Reposado, Codigo 1530 Reposado is refined enough to sip, or enjoy in a cocktail. Aged: 6 months Flavor Notes: Vanilla, chocolate, caramel

ANEJO: MAESTRO DOBEL ANEJO Maestro Dobel’s expert jimadores select only the best agave plants once they have reached their prime to ensure they have the optimal physical characteristics and sugar content. They are harvested ONLY between March and July right before rainy season. Aged: Barrel-aged 18 months Flavor Notes: Wood, with sweet, nutty vanilla and slight notes of agave and fruit.

Bar Business Magazine August 2016

also produce tequilas, which brings us to animportant fact — “ALL TEQUIL A IS MEZCAL; NOT ALL MEZCAL IS TEQUIL A.” Remember this, and you have conquered much of the mystification between the two spirits. Artisanal Mezcal in the traditional sense uses an underground cooking method in an earthen pit. The pits are lined with highly conductive rock and then set ablaze with wood. This will serve as the major catalyst in providing the smoky flavor profiles that are inherent in most Mezcals. Pinas are loaded into the pit and then quickly re-immersed in Earth. The rock now goes to work for several days at extreme temperatures, cooking and caramelizing the pinas. The northern states however, utilize a different tradition, dating back to colonial days, where steam serves as the main source of heat due to drier climate and scarce lumber supply; after all sustainability is the wave of the future. The remainder of the process is fairly standard as in most spirits.

Mezcal Viejo Indecente Espadin Viejo Indecente believes that Espadin is the ideal canvas to demonstrate the beauty of the regions terrior. These steam-cooked spirits are versatile and void of overly smoky notes that tend to dominate the flavors of many Mezcals found in the U.S.

EXTRA SPECIAL BLEND: HORNITOS BLACK BARREL Hornitos Tequila founder Don Francisco Javier believed that “quality tequila was not just for the upper crust, but should be enjoyed by everyone”. Aged: 18 months Flavor Notes: Soft, rich, and smoky; smooth, complex vanilla finish.


EXTRA SPECIAL BLEND: HERRADURA ULTRA Anejo tequila provides the base for Herradura Ultra. The Anejo is blended with premium extra anejo that has been aged for up to 49 months in American White Oak barrels. A subtle hint of agave nectar is added before the liquid is filtered creating a rich, crystal-clear tequila with a full-bodied flavor and smooth taste. Aged: Up to 49 months Flavor Notes: Clear, rich, full-bodied, earthy & sweet.

THE MYSTERIOUS: MEZCAL And then there is Mezcal — the all-to-often misunderstood cousin of tequila. Mezcal is a distilled alcoholic beverage made from any type of agave plant native to Mexico. Unlike its well-known counterpart tequila, Mezcal does not reside under any legal restrictions when it comes to the type of agave used. Mezcal can be produced from upwards of 30 varietals of agave, the most common being Agave Espadin, while Tequila is mandated to just one. Mezcal is produced across eight specific regions – Oaxaca, Durango, Guerrero, San Luis Potisi, Zacatecas, Tamaulipas, Guanajuato, and Michoacan. The latter three

Lower your pour cost by 1-2% guaranteed or your money back! Save Your “PC” In Style Increase Tips Maximize Workspace Showcase Your Brand Entertain Guests 858-337-8816 August 2016 Bar Business Magazine


Bar news on the go?

There’s an app for that. Introducing the new Bar Business app Bar Business Magazine App

•Educational bar, hospitality, and nightlife news updated daily •Full access to all previous/archived editions of monthly magazine •Automatically receive new issues on IOS5 or higher •Download and save individual pages to enjoy offline or on the go

Download the Kaywa QR Code Reader (App Store &Android Market) and scan your code!

•Social media integration to easily share news

How To:

eting k r a M e k a M Work for You

By Joy Gendusa


6 Proven Marketing Tactics to Boost Your Venue’s Revenue

Shutterstock/Olivier Le Moal


ere’s some good news: The National Restaurant Association predicts 2016 will be a record year, with sales upwards of $782 billion. If you want to get your fair share (or more!) of that revenue, you have to be proactive. In other words: You have to invest in marketing. Here are six tips for attracting customers to your establishment — without breaking the bank.

1. Reach Your Target Market. You’ve probably heard that it’s cheaper to keep a customer than to find a new one, which is why your current customers are the first people you should be marketing to.

You should be giving every person who sits down at one of your tables an opportunity to sign up for your mailing list and opt into receiving special offers from you. If they like you and like your venue, why wouldn’t they?? With every check, have your wait staff deliver a card — it can even be a comment card — where guests can enter their contact information. The server can explain to your guests that if they enjoyed their meal, they can sign up to receive information about new menu items and exclusive discounts. Once you have built a list, you can start sending email newsletters and direct mail with menu updates, articles on fresh/local items and (of course) coupons. August 2016 Bar Business Magazine


How To: your area, offer them a great deal, wow them with your food and service — and ta-da, you’ve got loyal customers!

4. Attract New Customers with a Great Offer.

2. Birthday Marketing. According to the National Restaurant Association, 70% of adults visit a restaurant on their birthday or someone else’s. You want that restaurant to be YOURS, don’t you? Make sure your mailing list opt-in form asks your guests for their birthday. If they know it means getting

a warm, personal touch. But here’s the big thing about birthday marketing: People don’t usually go out alone on their birthday, right? I mean, some do but most don’t. So even if you offer them a free meal or dessert, odds are that they will bring more people maybe even a large party that will spend a lot more.

When people are trying to decide where to go out to eat, market researchers the NPD Group found that deals and special offers drove more than one-third of the decisions. Everyone loves to get a good deal. But you know what people love even more? FREE stuff! According to direct marketing pioneer Bob Stone, buy-one-get-one offers generate a 40% better response than dollars-off or percentage-off, even if it is the exact same discount. Here are some of the offers that have generated great results for my clients: • $25 off • Buy one sandwich, get one free • Buy two entrees, get one free Make it valuable. Whatever you give away is nothing compared to what you stand to gain!

a good deal when their special day comes around, they’ll usually be happy give it to you — especially if they enjoyed their meal! If you haven’t built up your database yet (or even if you have) you can also buy a mailing list of people surrounding your restaurant who have birthdays coming up and send them a postcard wishing them well and offering them a great deal at your restaurant! And with today’s printing technology, it’s easy to send personalized postcards that address your prospects BY NAME, which really grabs their attention and adds 16

3. NEW Loyal Customers.

5. Repetition.

According to the USPS, more than 40 million Americans move every year, and 70-90% of those people are families new to the area. They’re already looking for new places to eat; give them a reason to try yours! Check out these statistics: • 80% of new movers redeem coupons from merchants before, during and after a move • New movers spend $9,000 on average within the first 180 days of relocating • 39% of consumers try a business for the first time because of direct mail advertising Send a postcard to new movers in

Do you jump at every advertisement the first time you see it? I’m guessing not. Probably what happens is this: You see an ad for, say, a cool new gift shop. You think, “I’ll have to check that place out sometime.” And then you forget. But then you see it again and you’re reminded that you wanted to give it a try. And you may forget again. Then comes your Aunt Martha’s birthday. You have no idea what to get her — and up pops that gift shop ad again. Problem solved! Repetition is paramount in marketing. You have to hit your

Bar Business Magazine August 2016

Shutterstock/Africa Studio

When people are trying to decide where to go out to eat and drink, market researchers at the NPD Group found that deals and special offers drove more than one-third of the decisions made by consumers heading out.

prospects with your message again and again before they’ll act. Multichannel marketing (reaching your prospects via different means, e.g. pay per click advertising, postcards, word of mouth) can help you achieve that repetition and really keep you top of mind with your prospective guests. An integrated marketing program that achieves that automatically is DirectMail2.0. It combines time-tested direct mail with coordinating Google follow-up ads to increase repetition and exponentially improve results. Here’s how it works: • Your prospect gets your offer in the mail. • They go to your website to check out your menu. • A pixel on your website “cookies” your visitor. • They start seeing ads for your restaurant on websites all across the Google network (which includes more than a million sites), reminding them of their interest! Google follow-up ads have been shown to boost ad response up to 400 percent, which is why DirectMail2.0 is so effective. And since looking at photos of appetizing food triggers hunger (according to a 2012 study published in Science Daily), be sure your postcard and banner ads include a beautiful photo of your mouthwatering food! DirectMail2.0 includes two other features that help you manage your marketing campaigns: • Mail tracking, so you can see exactly when your mail piece is projected to arrive (and confirmation when it does) so you can staff your restaurant for the extra traffic • Call tracking, so when your prospects call with questions or to make a reservation, you know exactly how many of those calls were generated by your postcards. Plus: All calls to your call tracking number are recorded, so you can ensure your staff is handling calls appropriately!

6. Join 96% of Marketers and Promote with Social Media. Adding social media to your marketing efforts can go a long way toward increasing awareness about your restaurant and getting new and return guests in the door which is why 96% of marketers say they use it. Just look at these numbers: Instagram: 80 million

monthly users in the U.S. Facebook: 156 million users. That's a lot of prospective patrons!

Joy Gendusa is founder and CEO of PostcardMania, a direct mail postcard marketing company specializing in lead generation for s businesses.Visit

August 2016 Bar Business Magazine


How To:

r Manage You Online Reputation

ONLINE, NOT OUT OF MIND Don’t ignore your online reputation. It can help you or hurt you. By William J. Lynott



hether or not your bar is active on social media, whether or not you have created an effective Web presence, your business almost surely has an online reputation; ignore it at your own risk. Given the ease with which any unknown person or company can now spread negative, even false, information to such a vast audience, staying on top of what people are saying about your business, and responding appropriately, has become a critically important operating responsibility. Nowhere is this more important than in a sensitive business such as beverage service. The influence of social media in American life today is evident almost everywhere: politics, business, even personal relationships. The power of social media to help shape the

opinion of a business is unprecedented. In one study, nearly half of adults learn about companies with which they may do business by way of social media. How many times have you yourself researched a company or product online before making a purchase? Social media allows anyone unhappy with you, rightfully or not, to launch an attack and shine an unflattering light on your business. Social media is largely responsible for the fact that online reputation management is now a $5 billion industry. There are dozens of companies devoted to monitoring, repairing, improving, and policing the reputations of individuals and businesses. It is unlikely that it would be practical for you to have a commercial firm do this for you, so you will have to do it for yourself. August 2016 Bar Business Magazine


How To: comments about you or your business, it’s important to police the cyber airwaves regularly and put safety precautions in place early. Once your online reputation is gone, it will be tough to get it back.

If You Find Some Damage... So, what can you do to repair a damaged reputation when you find one or more unfavorable postings online? That all depends. Some will be anonymous – no way for you to reply directly to the complainer. Others, on Facebook or Twitter will allow a direct (and public) reply. In either case, it’s time for you to take some action.

Anonymous Complaints

Want to see what people in your area are saying about local businesses, even your own, or your competitors, just log on to Yelp ( and type in the search box a business such as “restaurants”, “doctors”, or any other (perhaps even bars or taverns). There are many other websites where you can find consumer product reviews, perhaps the most popular is Google. Log on to Google and search your name or business name to see what others may be saying about you.

If You Have a Clean Slate... If your search fails to find any negative comments about you or your business, congratulate yourself. Now is the time to take a proactive approach to maintaining a positive online reputation. 20

It is probable that some, even most, of your customers and prospects are active on social media. So don’t hesitate to ask satisfied customers, especially repeat customers with whom you have a strong relationship, to post positive comments on their favorite websites. Most people want to help other people and this is a good way for your customer-friends to help you. Once there are positive comments on a website, it becomes more difficult for someone to post a critical comment. But be sure to do this in an ethical manner. Flooding websites with fake favorable reviews is a common practice, one that is easy for savvy consumers to detect, and one that often backfires with an effect opposite from the one intended. Even if you find no negative

Person-to-Person Replies Some websites will include the names of the people commenting on you or your business. This presents a very different circumstance from that of anonymous postings. If the posting is legitimate, it is likely that you will recognize the name of an actual customer. Seeing a negative comment

Bar Business Magazine August 2016

Shutterstock/Gonzalo Aragon

Face up to it: Sometimes a critic's complaint is justified. When that happens, it's best to apologize as quickly as possible and own up to it

Most important: don’t try to respond to a critic on his or her own terms, especially when you don’t even know who it is. It is always best to take a step back, mull over the situation, and avoid any direct confrontation. The usual end-result of a harsh response is that the critical posting will remain high in the search results for your business resulting in the exact opposite of the result you hope to attain. Keep in mind how important it is for you to remain in charge of the arena in which the exchange is taking place. A direct confrontation will serve the best interests of the complainer, not you. Never lose sight of the fact that website postings, like e-mails, remain in cyberspace forever. Keep this in mind whenever you are composing a posting to any website. Remember that huge numbers of people, including possible customers, are likely to view your message and your approach to handling a grievance.

from a customer will probably come as an unpleasant surprise, but handled properly that can represent an opportunity to strengthen your business. Since marketing studies over the years have indicated that, on average, it costs five times as much to gain a new customer than to maintain an existing customer, you will want to do everything practical to resolve the issue about which your client is complaining. Since the complaint appeared in a public forum, you need to reply in that same forum. Much of the guidelines will be the same as those for replying to anonymous complaints. However, since the complaint has come from an existing customer, you may also want to look into ways to contact the customer directly. In this situation, a personal telephone call would be much more desirable and far more effective than a letter.

Replying to All Complaints Regardless of the type of complaint and the medium in which it appeared, the following guidelines will help you to turn a negative into a positive.

Don’t Hesitate to Apologize Face up to it. Sometimes a critic’s complaint is justified. When that happens, it’s best apologize as quickly as possible. There is nothing that social media surfers love more than a public apology. Just be certain that you are sincere and not defensive. Owning up to a mistake and apologizing for it will go a long way toward mending a damaged online reputation.

Get Involved in Social Media Since social media is in the arena that damages or enhances reputations, it makes sense for your business to be a participant. It is best not to get involved in petty personal chatter.

Your postings should be proactive or reactive to polish your reputation.

Create a Website One of the most effective proactive measures is a website. This gives you a place where you can talk about your bar and your services and their benefits, and be sure to provide contact information and your location.

Never Forget the Permanence of the Web Once you post a thoughtless comment on a social media website, it can be painfully difficult if not impossible to remove it. Before you hit the “enter” button, take a deep breath and make sure that it is really what you want to say.

Keep at It Perhaps most important of all is the need to regularly monitor cyberspace

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August 2016 Bar Business Magazine


How To: for postings that affect your reputation. Maybe that means getting active on Twitter or Facebook or one of the other major social media sites. Even if you aren’t computer savvy yourself, it’s likely that someone on your staff has the necessary experience to keep an eye on what is being said about you or your business. Before social media came on the scene, there never was such a powerful means for influencing public opinion with a few keystrokes. When you launched your business, your reputation was as clean as a new snowfall. Social media can help you to keep it that way. William J. Lynott is a veteran freelance writer who specializes in business management as well as personal and business finance. For more information log on to his website:

We’re happy to serve you all the info you need for a successful Bar Business.

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Bar Business Magazine August 2016

How To:

Own Your Own Brand

By Josh Gerben

Make Your Mark Shutterstock/Steve Wood

Smart bar owners can build more than just a business, they can build a brand; but without a solid trademark, is it really yours?


rademark 101: What is a Trademark and Why It Matters to Your Bar

As a bar owner, if you find yourself asking, “What is a trademark, and why should I care about it?” you’re not alone. Certainly, the thought of a trademark is not one that is typically top of mind for most fledgling bar owners. But regardless of whether you plan to open several bars across

the state or the country or you prefer to keep things small and simple, one thing remains the same: it’s in your best interest to register for trademark protection for your bar’s most important brand elements. Without the protection that federal trademarks offer, you’re jeopardizing all of the hard work, money and time you’re putting into your bar and your brand. But what August 2016 Bar Business Magazine


How To:

Trademarks aren’t just for businesses that have cubicle walls and multiple locations — they’re also for businesses that have neon lights, bar stools and kegs.

A Trademark Gives You Exclusive Rights to a Name within an Industry According to the United States Patent and Trademark Office (USPTO) a trademark is “a word, phrase, symbol, and/or design that identifies and distinguishes the source of the goods of one party from those of others.” Translated into plain English, this means that if you want protect your brand and make sure that you alone have exclusive legal rights to use your 24

name, logo or other federally registered brand elements within your industry anywhere in the US, you must first apply for and receive a federal trademark. A registered trademark is the only way to ensure that you have a legal leg to stand on if another bar or related business begins using the same (or a confusingly similar) name or other brand element as your bar. But how do you determine what brand elements are most important to trademark? To answer this question, ask yourself, in order of impact, which brand elements would have the most impact on your bar business if another bar started using them? Your bar

name? Your logo? Your slogan? The name of your top selling house beer? Your tap handle design? Thinking about it this way will help you get a clear idea of your trademark registration priorities.

A Bar Owner’s Top Trademark Priority: Your Bar Name What’s in a name? A heck of a lot. In most situations, your bar name is typically your far most important brand element. After all, it’s your name that people tell their friends and family about, and that people type in online when searching for reviews. So if money or time is in issue—and if

Bar Business Magazine August 2016


exactly is a trademark, and how do you know what you need to trademark? Let’s explore what bar owners need to know about trademarks.


you’re like most bar owners, it probably is—apply for federal trademark protection for your bar name first. Still not convinced at the need to go to the “trouble” of obtaining a trademark for your bar name? Consider this. Imagine that your bar, “The Rusty Nail” has been in business for 18 months and you're really starting to see some momentum, with a growing number of regulars and a glowing reputation on TripAdvisor for your down-home vibe and your above-average pub fare. Things are going fantastic until a patron asks you if you’re related to the new “Rusty Nail Saloon” that just opened across the bridge in a neighboring state—and you aren’t. It’s easy to see how patrons could get confused between the two places because the names are so similar, and could even visit your competition when they intended to visit your place. But imagine what would happen to your reputation if the local news reported a huge ALE bust at the Rusty Nail Saloon where the bar was fined for serving alcoholic beverages to underage minors? This would certainly not help your bar’s reputation in the community. The way that you’d ultimately handle the situation would ultimately depend on if you held a federally registered trademark to “The Rusty Nail” name. If you hold trademark for it, it’s your legal right and obligation to keep others from using the exact name as well as names that are confusingly similar. Your trademark attorney would be monitoring the marketplace for potential infringement, and would have reached out to the “Rusty Nail Saloon” owners to let them know to cease and desist infringing on your registered mark or face a lawsuit. However, if you don’t hold a trademark for “The Rusty Nail” name your path forward is much less clear. You could request that the “Rusty Nail Saloon” change their

August 2016 Bar Business Magazine


How To: It’s easier and much less costly to register a trademark in the beginning than to fight for a trademark after the fact.

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name, however, the legal case to force this change could be significantly weaker. This means that instead of having the deterrent power of a federal registration you would need to rely on the limited common law rights you would have for an unregistered trademark. The likely result is a much longer (and more expensive) fight to get The Rusty Nail Saloon to change its name, if you can get them to change it at all. The moral of the story here is that it’s easier and much less costly to register a trademark in the beginning than to fight for a trademark after the fact.

Trademarks are an Investment in Your Bar’s Future

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Trademarks aren’t just for businesses that have cubicle walls and multiple locations—they’re also for businesses that have neon lights, bar stools and kegs. And now that you have a better idea of what exactly a trademark is and why it’s relevant for your business, it’s time to take a closer look at your own needs and take action. Take inventory of your brand elements and determine which ones need protection the most. Work with a trademark attorney to file trademark applications for your bar name first, then other brand elements. The time and money you invest in protecting your bar and your brand now will pay off for years to come. Named one of 2015’s Top 20 trademark filers in the US by World Trademark Review, Gerben Law Firm, PLLC was founded by U.S. trademark attorney Josh Gerben. Gerben, who has represented clients in more than 5,000 trademark filings with the United States Patent and Trademark Office, has been featured in a variety of national news outlets including FOX News, NPR and The Wall Street Journal. For more information visit

Bar Business Magazine August 2016

Bar Business Books Open Up a World of Possibilities

Everything you need to read to successfully run your bar. OPERATIONS. MANAGEMENT. BEVERAGES. MARKETING. AND MORE...

The How-To Publication


The Rule of

the Mule By Chris Ytuarte


Bar Business Magazine August 2016

As the Moscow Mule kicks its way back into prominence on-premise, the classic cocktail’s history and its iconic vaunted vessel have become a focal point for owners who want to push more mules across the bar every night.


he modern cocktail renaissance that swept through America this past decade is, of course, rooted in history — the history of drinks in this country and others, and the history of public house service around the world. Yet, the nightlife industry moves so fast that the past can get left behind while brave new ideas and concepts (mixology, for one) push things forward. Sometimes, though, the past and the present come together to form a beautiful future. JJ Resnick is the CEO and Founder of Moscow Copper Co. (www., but his ties to the Moscow Mule and, more so, its famous copper vessel, run deeper than most. His great grandmother, Sophie Berezinski, brought the original copper mugs to America, the very same symbolic (and functional) sipping servers that today remain inseparable from the iconic cocktail. And while this drink’s future is bright, its history is vital, and Resnick is well on his way towards bringing both of them to the forefront of the bar business.

was unable to sell them, and her husband Max, tired of the copper cluttering the house, issued an ultimatum: “Find a buyer for the mugs or I’m tossing them.” During one of her long days in search of a buyer, fate intervened at the famous Cock ‘n’ Bull pub on the Sunset Strip in Los Angeles. Inside, she found John Martin, who had purchased the floundering Smirnoff Vodka distillery in the 1930’s, and Jack Morgan, who, as the owner of the Cock ‘n’ Bull, was trying to introduce America to his own brand of ginger beer. The three main components for what would become the Moscow Mule were now in the same room, with the same goal in mind. After a number of taste tests and a few failed concoctions, they stumbled upon a recipe, and the Moscow Mule was born — the perfect combination of vodka and ginger beer, housed

in a solid copper mug that kept the drink cold and enhanced its flavor and aroma. Fast forward to 2016, the cocktail renaissance is in full swing in America, and one of Berezinski’s descendants is finding similar entrepreneurial inspiration from the past, from his great grandmother’s momentous decision, pairing it with a vision for the future. The Moscow Copper Co. was always part of JJ Resnick; but now he was ready to share it with the world. “Honestly, it’s something that came from my great grandma, Sophie, and I saw that nobody in our family wanted to do anything with the original mug,” explains Resnick. “Being an entrepreneur, I was over in China and I saw all of these fake mugs at an import/ export fair, and I knew they looked nothing like the original mugs I

MULE MIGRATION In 1941, Sophie Berezinski immigrated to the United States from Russia carrying 2,000 solid copper mugs, courtesy of a copper factory her father owned in Russia known as the Moscow Copper Co. While still in her homeland, Sophie had created the design for the copper mug that is now so famously linked to the Moscow Mule. Once she reached the U.S., however, the mugs seemed destined for the scrap heap as Berezinski

The copper mug designed by Sophie Berezinski is the inspiration for her great grandson’s company, Moscow Copper Co., and its mule mugs. August 2016 Bar Business Magazine


had inherited. So I set out on a mission that day to source the best copper in the world and show everybody what an original mug looked like and what it was shaped like. I wanted to bring back that original experience. I knew the public would really appreciate that, and this year is so big because it’s the 75th anniversary of my great grandmother bringing these mugs to America.”

MAINSTREAM MULES With 75 years of mule variations having come and gone, Resnick is deftly positioning his Moscow Copper Co. to be the go-to source for bar owners aiming to sell authentic Moscow Mules on-premise. Playing off the past while embracing the present, he understands the marketplace is ripe for his company to help bring the Mule to the top of nightlife revenue streams. “From what I have seen, the resurgence in classic cocktails could have been attributed a little bit to Mad Men,” says Resnick. “Everybody started drinking the 30

Manhattan and the Old Fashioned and the Mule. And the Mule is the perfect introductory craft cocktail; anybody can make one very easily. I think people love to feel sophisticated even if they don’t really know the craft cocktail scene, but they can look the part and do it very easily with a great copper mug and this easy beverage.”

Moscow mule ingrEdients oxidize the copper in a proper mule mug. And while Resnick sees simplicity of ingredients as key to the Mule’s success on-premise, his business focus is clear: You’re not drinking a real Mule if it’s not in a copper mug. “There’s an almost magical, chemical reaction that happens when you combine the vodka, the citrus lime, and the ginger beer

with that copper,” he explains. “It actually oxidizes the copper and you get more bubbles coming out from the ginger beer. Obviously, the copper also keeps things nice and cold, but it has this special chemical reaction that brings out more of the flavor and the aroma of those ingredients mixed together.” As Resnick describes it, the experience of drinking a Mule out of Moscow Copper Co. product keeps the true history, tradition and family legacy alive. For a long time, the incorporation of the copper mug into the origin story of the Moscow Mule was shrouded in mystery. Often referred to as the “third party” or “unnamed contributor,” it was his great grandmother Sophie Berezinski whose solid copper mugs gave the cocktail its distinct presentation. The bright and shiny copper mugs that Resnick is now replicating for on-premise Mule service truly help set the cocktail apart from others served in highballs or martini glasses. When served in the Moscow Copper Co. mug, he says, you can taste the

Bar Business Magazine August 2016

difference, and you’re reminded of his great grandmother’s true “American Dream” story that took place in 1941. “The flavor profile, the taste, it’s all appealing to just about anybody because you can take the ginger beer and, depending on if you like it spicy or if you like it sweet, you can adjust the brand of ginger beer and you can change the whole profile,” says Resnick. “It feels timeless.”

THE MULES OF ENGAGEMENT The Moscow Copper Co. is aptly seizing upon the Moscow Mule’s past and the company’s deep connection to Sophie Berezinski to build branding opportunities for bar owners who want to profit from the ease and acceptance currently associated with the cocktail. But as with any business, there must always be an eye on the future. By integrating the next wave in customer retention in the nightlife industry (loyalty programs) with an ingenious theft-prevention angle, Resnick’s team has created The Copper Card Program, a loyalty card and benefit club for Moscow Mule-loving patrons that also helps bar owners hang on to those copper mugs that seem to exit their venue along with the customers. “The Copper Card essentially takes the place of a customer’s ID or driver’s license as collateral,” explains Resnick. “A majority of bars these days that serve in copper mugs either require a credit card deposit or they hold a driver’s license. For me, as soon as I experience that, it gives me a bad taste for the bar; when I walk into a place, I don’t want to be thought of as a thief. So we flipped that on its head and created this exclusive Copper Card Membership Program. It takes the place of collateral, and now your guests are in this exclusive club, getting invitations, and they get to look cool.” As with most successful loyalty programs, Copper Card membership not only entices spending from regulars, but it piques the interest

of non-members who witness others putting it to use on-premise. “They want to be a part of the fun and have the opportunity to join the club right then and there by purchasing their mug,” says Resnick. “It’s a program that is sure to benefit establishments by turning what used to be a loss of copper mugs into a profit center for each exclusive partner we invite into the program. At the same time, customers can enjoy their Moscow Mules as they were originally intended, whether out and about or in the comfort of their own homes.” Resnick also recommends using Moscow Copper Co. mugs as marketing tools as well as serving vessels. The company is currently rolling out a tableside mule program wherein bar and restaurant owners can wheel a Mule cart out onto the floor and make custom Moscow Mules for customers right in front of them. Point-of-sale promotional and display options are available as well. “We’ll provide a branded rack that can hang on the wall for showing off the copper mugs, or a safe-themed display that would go on the counter top,” Resnick describes. “It’s ideal to have them in full view for the customer too see and ask, ‘What’s that?’ We also have tabletop menus with copper and graphics so the customer is pulled in. ‘We can get the original mug

that started the Moscow Mule here.’ It becomes a souvenir program where the bar turns it from a loss into a profit center at that point.” Of course, any bar that plans on ramping up its Mule service to this extent needs to offer some amazing Mules. Moscow Copper Co. has created a cocktail recipe book for just such needs, titled Mulehead, which will be available in its full version this September. “We partnered with 75 bartenders from around the world who submitted recipes for the Tales of The Cocktail Mule Competition, and we will put them in the book,” says Resnick. “It’s a good way to work with a lot of different influencers in the industry to get the word out.” Past, present and future will all play a role in Resnick getting his Moscow Copper Co. out there, from his bloodline link to the Moscow Mule’s history to his blueprint plans for the cocktail’s next stage of service. While his great grandmother’s copper mug appealed to two men combining Mule ingredients in a room, Resnick’s products are ready to reach a much larger crowd. “The Moscow Mule has a very distinct flavor profile that can be tweaked ever so slightly to appeal to the masses,” he says. “But it must be served up in the authentic copper mug. Then, there’s nothing not to love about it.”

A new member of the Mulehead nation using The Copper Card for the first time at The Good Lion cocktail lounge in Santa Barbara. August 2016 Bar Business Magazine


Toasting to


Spirit entrepreneurs weigh in on how their “healthier” spirits can be marketed ethically and honestly.

By Elyse Glickman


or years, various studies have been conducted to show that liquor, when enjoyed in moderation, has proven health benefits. Heck— there are even spirits such as absinthe, Becherovka and Jagermeister that got their start as medicinal elixirs years before bartenders started to take creative liberties with the fluids. Most consumers are familiar with studies by Mayo Clinic and other institutions which cite the benefits of red wine’s antioxidant content, said to prevent heart disease by increasing levels of high-density lipoprotein (HDL) cholesterol (the “good” cholesterol) and protecting against artery damage. Other


studies have shown that a pint of Guinness a day may work as well as a low dose of aspirin in preventing heart clots that raise the risk of heart attacks. Consumer magazines like Shape inform their weightconscious readers that a modest 1.5 oz shot of distilled spirits like gin, rum, vodka and whiskey can raise your good HDL cholesterol levels, thereby helping your heart--as long as a high calorie mixer Is not added to the recipe. The Distilled Spirits Council of the United States (DISCUS), however, can be relied on to bring things down to Earth. On its web site, it not only promotes responsible drinking, but also officially states America’s distillers do not

recommend that people drink alcohol for potential health benefits. Igor Zukowiec, a caterer, bar and cocktail consultant based in New York City, and founder of ALCHEMIQ Catering (notable for its equal emphasis to both food and cocktail menus for clients), stresses that when marketing an alcoholic beverage—even one made to the highest quality standards—honesty should be the only policy. He cites the examples of alcohol based cocktail bitters (which like the aforementioned spirits, were devised as a medication) and Tequila, which he notes is said to lower blood sugars and improve the appearance of one’s complexion. However, like other parts of a healthy diet, moderation

Bar Business Magazine August 2016

and consideration are all key in responsible drinking. “I don’t think spirits should be promoted as “healthy”, even though some spirits actually are healthy in small quantities,” he says. “When liquor brands promote their spirits as ‘healthy,’ they are definitely not going to mention the ‘small quantities’ part. I feel that by promoting spirits as healthy, the marketing guys are going after the recent trend of healthy lifestyle. That may get confusing to consumers (who may rationalize that they can) drink to be healthy.” According to Maz Naba, Director of Operations for Nico, his venue’s low-proof cocktail list, by its nature, appeals to customers looking for ways to drink smarter. He insists the quality of a cocktail’s base ingredient itself, even when confined to wine and beer, should help make bar buyers and their customers make an informed decision. “Regardless of whether or not a spirit is truly healthier or not, customers are more conscientious of what they are consuming as a whole—food, liquor and so on,” he says.

“Functional” Spirits As a result of some of these messages, as well as the freshingredient focus of the craft cocktail movement, customers are not shy about wanting things both ways. It also doesn’t hurt that Millennial, Gen Y and even Gen X consumers are generally seen as more health conscious compared to older generations, and want to indulge more cautiously. It has also given rise to craft brands devised by independent producers looking to establish their own niche in larger categories or create new one. One tangible response to consumer trends was VEEV® Spirits, launched in 2007 by brothers Courtney and Carter Reum. This brand came into the world with a lot of fanfare through its original product, a 60-proof vodka alternative distilled with organic Acai. It was described in their early campaigns as, “A Better Way To Drink™.” In 2014, the brand reintroduced itself

through VEEV® 2.0 in a reformulated 70 proof liquid, a redesigned package and a strategic, social networkingheavy campaign using such buzzy tag lines as “What Vodka Should Be” and “Cheat on Vodka,” directed at young and choosy cocktail fans. On the heels of VEEV, other entrepreneurs have found a way to get themselves membership to the metaphoric “health club.” In Spring 2016, Bellion Vodka launched, with the founders and marketers putting it into a new category—“Functional Spirits.” The brand’s messaging poses the argument that while other vodkas were stuck in the past, promoting familiar tacks as multiple filtrations, flavors and overly flashy packaging, they looked to the future with a scientifically tested formulation offering health benefits (less liver damage) that, “promises a safer drinking experience, U.S. issued patents, and studies to back it up.” A spokesperson notes it also has U.S. issued patents. The genesis for Bellion was pharmaceutical scientist Harsha Chigurupati finding his enjoyment of an occasional cocktail at odds with his being acutely aware of the adverse health consequences associated with alcohol, particularly with the liver. Chigurupati, applying his knowledge, theorized that alcohol could be altered in a way that could

reduce its adverse effects, favorably modifying genetic and epigenetic impacts. He found his niche by founding Chigurupati Technologies, and getting financing for extensive research into how best to accomplish that objective. After nearly a decade of research, trial and error testing and clinical studies, Harsha came up with a groundbreaking technology, NTX, that had shown in clinical studies to protect the liver from potential damage caused by moderate/social alcohol consumption. The technology is based on three compounds, all generally recognized as safe by the FDA, that when infused into spirits in the right dosage and right form synergistically work together to significantly reduce the oxidative stress on the liver (caused by alcohol consumption on an average of 93%) and prevent DNA damage. After having the technology patented ( inventor/harsha-chigurupati), Chigurupati’s NTX was applied into the Bellion Vodka distillation process. The NTX technology has been infused into Bellion Vodka, as well as strategies on how to accurately explain what makes the product safer than other vodkas. “We don’t have reps who pitch to the end market, but we do educate the spirits manufacturers and the

Bellion Vodka, a better way to drink. August 2016 Bar Business Magazine


It’s time that our corner of the beverage industry becomes more responsible and responsive to what customers want. public on exactly how alcohol damages the DNA and the Liver and about how functional spirits with NTX basically have built-in features that defend the body from that ethanol inherent body damage,” Chigurupati explains, predicting that the concept of functional spirits will be the norm soon. He also estimate that every spirits category will have a functional equivalent in two to three years. “We want to drive home the fact that this technology does NOT encourage heavier drinking, but that if you drink alcohol, this is the safer, smarter way to drink,” he continues. “I believe Bellion will give rise to a smarter way to drink alcoholic beverages. Functional spirits will offer enhanced mixers such as antioxidant rich mixers to reduce oxidative stress, potassium rich (coconut water) mixers to reduce 34

electrolyte loss (to reduce hangovers) and so on. Small Batch Organics, also launched this spring, is a line of pre-bottled artisan cocktails from Miami Cocktail Co. sold in 750 ml bottles that are ideal for home consumers as well as high volume accounts. The line (available through currently offers two 100% allnatural, organic wine-based cocktails (Organic Blood Orange Mimosa and Organic Tropical Sangria) with simple ingredients that do not include additives, preservatives, artificial colors, flavors or sweeteners, according to Ross Graham, its creator and founder. “I think the wine and spirits industry has to mirror where the consumer and trade markets in the industry are going,” says Graham.

“The non-alcoholic beverage world is already on its game for this. It’s time that our corner of the (beverage) industry becomes more responsible and responsive to what customers want. In the case of our products, it’s about putting in things people expect and nothing that they wouldn’t, such as preservatives and artificial flavors and color.” Graham argues that while consumers can easily identify their favorite high-quality vodka, tequila, whiskey or other spirit, they would have a much more difficult time naming a pour-and-serve readymade brand that lives up to the same high standards. If one prods a bit more, he will hear horror stories about an instance where the customer tried a chemical-y, syrupy ready-made cocktail concoctions that are not a cocktail.

Bar Business Magazine August 2016

“Quality spirits are what go into a cocktail at craft cocktail bars, and as cocktail culture is still booming, (makers of pour-and-serve cocktails) have done a really sad job of translating it. Other companies are not creating a margarita, but something pre-fabbed that sort of tastes like a margarita. When devising these products, we thought why not just make a real margarita and put it in a bottle?” Graham also points out that transparency and education are essential when sending the right messages to consumers and trade. Most importantly, while Graham’s reps will not describe the products as straight out healthy, they are positioning them as a healthier alternative to comparable products. Of course, he recommends it is also wise to have ingredients people can pronounce, and have the products certified organic. “I think the biggest thing you need to consider, especially if you are going to use the word ‘healthy’ in wine or spirits in the same breath, is to preface your statement,” he advises. “Tell your reps, trade or consumers that your intention is to promote drinking responsibly and in moderation. While we can’t say the product is literally healthy, what we can do is refer to the product as a ‘healthier alternative.’ By being transparent in your delivery, and using honest ingredients in the process, you accomplish both.”

Organically Grown? While brands marketed as “premium” or “ultra premium” dominate shelves, not all are created equal according to Naomi Schimeck, Cognac Park’s brand ambassador when arguing that a spirit that’s organic can also contribute to safer, smarter drinking. “Being able to mention that Cognac Park is certified ‘organic’ or ‘bio’ is an additional point of sale when we present our product to the (buyers) or bartenders,” she says. “Our (distillery) has committed to a responsible environmental approach. In the future, I think we are going to see more organic

spirits. Since we have launched our Organic Cognac four years ago, we noticed an increase of organic producers. However, we’re actually coming back to the traditional method of production that results in a product as natural and pure as possible.” Schimeck details that organic spirits not only promise healthier drinking, but also a production process that’s more environmentally sound for the land and the people involved in the spirit’s production. “The current trend of consumers in 2016 to buy organic spirits parallels the growth of the Slow Food movement, reflecting a growing concern with sourcing food sustainably and a greater awareness of how the choices we make today affect the earth tomorrow,” she says. “The differences between organic spirits and conventional ones may not be as easily detected on the consumer’s palate as say, a bowl of fresh strawberries. However, the difference it makes in the livelihood of the people working the fields, the health of bees and other living creatures and the future of agriculture cannot be overstated. As a matter of fact, France banned the use of neonicotinoid insecticides, thought to increasingly be behind the collapse of bee populations. This is a great step as we move further and further away from post WWII industrialization and closer to a world without harmful chemicals in our food, drink and atmosphere.” Bartenders and bar owners still need to tread carefully in reconciling their bar’s bottom line with their customers’ well-being (i.e. setting limits, encouraging guests to call Uber or have a designated driver). While most will agree a great cocktail is an indulgence, extra knowledge on what goes into the spirit that goes into the drink—hype and marketing notwithstanding— will at the very least encourage a healthy debate that will go several rounds about the cocktail’s place in an adult’s balanced physical and cultural diet. Here’s to your health.

BELLION VODKA RECIPES: CHEERS TO YOUR HEALTH 1 ounce Bellion Vodka 1½ ounces Kahlua 3 ounces heavy whipping cream Shake all ingredients with ice and strain over ice in a rocks glass. This taste of summer is made surprisingly refreshing with a quality strawberry liqueur or even a homemade one. ¾ ounce Bellion Vodka ½ ounce white vermouth 1¼ ounces strawberry liqueur Shake all ingredients with ice and pour over ice or strain into a martini glass. Our favorite Bellion Vokda cocktail is simply mixed with San Pellegrino sparkling grapefruit soda. If you don’t have sparkling grapefruit use the recipe below. 1 ounce Bellion Vodka 1 ounce grapefruit juice. Seltzer Combine Bellion Vodka and grapefruit juice in a collins glass with ice. Fill with seltzer.

Igor Zukowiec, founder of ALCHEMIQ Catering.

August 2016 Bar Business Magazine




new york Boston CHICAGO Las Vegas Los Angeles MIami

By Chris Ytuarte

ON THE RISE The owners of New York City’s new Ascent Lounge have a long history with the space and a bright future ahead of them as the newly redesigned venue opens its doors once again this fall. 36

Bar Business Magazine August 2016

Located on the fourth floor of the world-famous Time Warner Center. Ascent Lounge offers an incomparable cocktail lounge experience, presenting stunning views of iconic New York destinations Central Park and Columbus Circle, while providing exceptional menus and service in a sophisticated, inviting atmosphere.


any people have an affinity for a bar that reminds them of their youth, of a carefree time spent sipping drinks with friends, a place where memories were made. Very few of those people, however, end up owning that bar later in life. In the case of Brian and Carrie Packin, however, that is exactly what happened. As the principals of City Nights Hospitality group, this husband and wife team this fall will open the doors to their newest venture, Ascent Lounge, in a hallowed New York City nightlife space they know quite well: Not only did Brian work there as general manager when it was known as Stone Rose, but the couple has their first date there and, in 2006, were married on site. “The space, for Carrie and I, couldn’t be more special and more exciting to be able to operate our growing business in and out of,” says Brian. “We’ve always had a connection to the space and had always hoped, one day, it may, in fact, be a place that we could actually operate.”

all helped attract its consistently trendsetting, sophisticated and discerning clientele. Riding the wave of success with 48 Lounge, the Packins formed City Nights Hospitality with the Naders and successfully created and operated Parkview Lounge in the space formerly known as Stone Rose. The venue hosted experiences, events and film premieres for such notables as Tom Hanks and Rita Wilson, Blake Lively, Helen Mirren, Amy Schumer, Shaquille O’Neal and Derek Jeter to name a few, as well as high end brands and companies like Louis Vuitton Moet Hennessy, Wine Spectator, Sony Pictures, Peggy Siegal Company, NBC Universal and Fox Entertainment. Looking to reimagine the interior design and enhance the concept, development of Ascent Lounge ensued, which will also play host to extravagant occasions for Fortune 100 companies, luxury brand launches and VIP Premieres, as well as society weddings and private social events. And of course, it will be a great bar.



Ascent Lounge is the latest concept creation by nightlife innovators, Brian and Carrie Packin. In 2009, the power couple, along with financial partners Dave and Lori Nader, launched City Nights Hospitality and its flagship location, 48 Lounge, within Rockefeller Center’s McGraw Hill Building. “Brian was the opening general manager at Stone Rose in 2004, and in the summer of 2007 he left to start his own venture, which happened to be 48 Lounge,” Carrie explains. “I came on board to help him be creative, not having a name or reputation besides being the general manager, so I helped facilitate that with his wonderful ideas, and that caught the eye of the related companies as we started to achieve accolades and awards for product and service.” In its first year, 48 Lounge was awarded the Zagat Award of Excellence. City Nights Hospitality’s success and numerous accolades can be directly attributed to Brian’s invaluable experience within up-market nightlife and dining, as well as his unwavering high standards for product and service quality. In addition, Carrie’s poise and creative aptitude for production, marketing and aesthetics are the driving force behind the flourishing brand. Together their extensive network within the entertainment, sports and hospitality industries have

Designed by Jeffrey Beers International, the 5,500 square foot space that makes up Ascent Lounge maintains an air of elegance, which appeals to a wide audience, while still being a multi-faceted venue for a variety of events. “The space itself is so large and so dynamic that you really need to put a lot of effort and time into your product and your service,” says Carrie. “Having the neighbors that we have at Time Warner, there’s an expected level of perfection. There’s an expected level of doing things beyond certain limits. Having that as a starting point when we were developing 48 Lounge, we already had taken into account what the marketplace expected out of us. And we really knew we needed to produce revenue, obviously it’s not an inexpensive venue to maintain, so we knew we needed to get creative.” Ascent Lounge guests will immediately be inspired by a portal of geometric design and lighting created by a statement screen and perfectly placed ceiling coffers and crystal chandeliers upon entering the space. A neutral palette with vibrant pops of rich color set an alluring mood for any occasion and mirrored panels throughout reflect the park & city scape, inviting them inside the lounge. Luxurious elements were added to the space, such as beautifully

August 2016 Bar Business Magazine




new york Boston CHICAGO Las Vegas Los Angeles MIami

Ascent Lounge was deigned by Jeffrey Beers International.

stitched banquettes and a custom mirrored back bar with floating shelves featuring a dazzling array of high-end spirits. A raised platform with wrap around banquets create elevated seating with an exclusive view of the lounge atmosphere and offers direct access to the bar. “We knew as a nightlife venue that if you’re going to be cool you needed have to have a personality of, ‘You’re lucky to be here,’ but we thought the opposite,” says Carrie. “We opened 48 Lounge in 2009 after the crash, and we knew we needed to have an inviting nature. We knew we wanted people to experience something that they were paying quite a bit of money for that they could now see the value of. Having our service pay attention to people’s needs and wants and go beyond what they expect, even in the nightlife industry, that was something that we thought of.” 38

City Nights Hospitality is committed to providing an experience where luxury meets comfort, product meets quality, and service meets kindness. The same rings true with Ascent Lounge, but the Packins agree that differentiating the new space from the past iterations was vital to any future success. “That’s something that Carrie and I thought long and hard about and, again, had some opportunities to step away and create our own brand before coming back here,” says Brian. “So one of the things we did right away when we took the space over that was pretty challenging was tear out the kitchen. It was a very small, very old, prep kitchen that didn’t really allow for fresh foods, and we were able to create a menu that guests would come back for, and crave, and book events for. We spent a fair amount of our redevelopment

Bar Business Magazine August 2016

budget on creating a very well thought-out kitchen and laying it out for efficiency and to able to produce for large scale events of up to 500 guests.” Every City Nights Hospitality location, now including Ascent Lounge, is designed to be a hybrid lounge and event venue that provides a uniquely transitional, entertaining atmosphere, set to impress the most refined professionals as well as the most sophisticated late-night and weekend social celebrators. Every detail, from the venue’s lighting and interior design to the progressive food menu, invites a refreshing and all-encompassing approach to upscale cocktailing, dining and entertaining. “For the furniture layout, we understand that we have to transition from cocktail hour to large scale events, so the furniture needed to be able to be transitional,” adds Carrie. “We wanted to fill space even when the space was occupied for cocktail hour, and be able to remove the furniture and open it up for a networking event or large scale reception. We realized that there was some dead space within the lounge prior. We wanted people to feel comfortable to sit or stand in any area within the space.”

basically a twist on the classics.” As Brian and Carrie Packin and their City Nights Hospitality partners prepare to unveil Ascent Lounge to New York City, their collective past, present and future as owners would seem to be culminating with this new venue. From first dates to weddings, shared connections to the space and undeniable synergy between the parties were everywhere. “Carrie and I met our business partner, Dave Nader, when I was the general manager at Stone Rose and he was a customer in the lounge,” explains Brian. “We had gotten friendly, and over some entertaining and having some fun, he asked, ‘Have you and Carrie every thought of opening your own business?’ Now, in this environment of entertaining and people drinking, certain things come up that sound like they’d be great opportunities and they typically never come to fruition. But that night, Dave said, ‘Well, if you ever do, my wife Lori and I would like to be investors and be your partners.’” Seems like Ascent Lounge was always meant to rise up.

THE FUTURE When the doors open on Ascent Lounge this fall, the new design will be the first thing customers see, but as with any nightlife venue, service and product will become paramount for success. Along with fresh food offerings from the newly enlarged kitchen, the beverage program will bring the space forward, with inventive cocktails and craft beer as well as a top-flight wine and Champagne list. “In getting guests to understand that this is a new brand, a new operation, we did a full redesign on the back bar with a bottle display that’s lit up, mirrors that go to the ceiling with crystal decanters, and customizable LED lighting,” says Brian. “We also added some extra branding. We have beautiful pens, check presenters, coasters, that all kind of add to the high-end finish and tie-in the brand. We really went soup to nuts and really allowing the guests know this is a completely different brand.” “As far our cocktail program,” says Carrie, “I think it was important for us to use fresh ingredients, fresh squeezed juices, garnishes, and high-end glassware to provide a wide variety of cocktails that appeal to not just the typical cocktail drinker but somebody who is a Scotch on the rocks or whisky drinker. We developed four different categories: Seasonal, which feature obviously more seasonal ingredients, from someone who just likes a touch of alcohol to a more intense cocktail. We then have a signature section, which is cocktails that have been our most popular that enhance the brand and are a signature of the space. We then have a wanderlust category, which is supposed to inspire a vacation feel, the type of cocktail that brings you to another place. Then we have our neo-classic section, which is

August 2016 Bar Business Magazine


Inventory Automatic Sterile Straw Dispenser

Two New Yaguara Cachaça Expressions

Steri-Straw, the only automatic straw dispenser that completely sterilizes straws, will debut at the National Restaurant Association Show at McCormick Place in Chicago, May 21-24. After patrons place their hand beneath Steri-Straw's motion sensor, the device uses an ultraviolet light for complete sterilization as the straw passes through the system. Steri-Straw is not only the cleanest option restaurants have for straw distribution, but it also eliminates the need for straws to be individually wrapped, which saves restaurants money when buying straws in bulk. Steri-Straw is also designed not to jam and can be placed either inside of a fast casual dining area or outside in a drive-thru. As the highest volume straw dispenser on the market, each Steri-Straw unit holds up to 600 sterile straws. While it can stay plugged in and charged at all times, Steri-Straw has a battery life of two days when removed from its power source. Steri-Straw is currently available in multiple colors and will also release an updated model later this year with a screen for restaurants to run marketing promotions or branded messages. For more information, visit

Brazil’s premier cachaça producer introduces two new expressions of its cachaça to the U.S. market in time for the spirit of this summer’s Olympic Games in Rio de Janeiro. Yaguara Branca (40.5% ABV) is a smooth, balanced 100% white cachaça while Yaguara Ouro (42% ABV) is a more golden expression, aged in two native Brazilian woods and American oak barrel for a deeper, more character. With the successful launch of the flagship, Yaguara Blended, 100% blended organic cachaça in 2015, Yaguara’s team is excited to showcase the Spirit of Brazil in time for summer sipping. To taste exceptional cachaça is to taste the essence of Brazil, which goes beyond its cliché of beach soccer and beautiful people and the Summer Games present the ideal opportunity for exploring this distinctive and stylish South American spirit. Even with its long history of more than five centuries, cachaça is a contemporary spirit. It’s synonymous with Brazil’s fashionable lifestyle and national cocktail and summer’s hottest drink, the caipirinha. It also works well as the basis of many other imaginative drinks. The pure, intense flavors of both Branca and Ouro can also be savored on their own — neat or on the rocks. For more information visit

Lucano Adds a New Amaro

Warsteiner Summer in a Can

Lucano 1894, a leading Italian Amaro, announces the release of Amaro Lucano Anniversario to honor the heritage of the company. Amaro Lucano Anniversario celebrates more than 120 years of rich history with a new recipe. It is fullbodied and aromatic, with a higher alcohol content than the original Amaro Lucano. Amaro Lucano Anniversario is enhanced with notes such as holy thistle and gentian. Made with a blend of more than 30 herbs and spices including musk yarrow, aloe, absinthe wormwood, and clary sage, the botanicals balance the sweet and bitter notes making Amaro Lucano Anniversario a great base for cocktails, an after dinner drink or consumed neat. Amaro Lucano Anniversario has an alcohol content of 34% ABV, compared to the original Amaro Lucano which comes in at 28% ABV. Amaro Lucano Anniversario’s recipe is kept top secret with only one person, Lucano’s CEO Pasquale Vena, being privy to it. The recipe was found in a manuscript dating back to the 1800s which belonged to Cavalier Pasquale Vena, the creator of Amaro Lucano. For more information visit

Just in time for the start of summer, Warsteiner USA introduces its new WARSTEINER Grapefruit Special Edition radler in fourpack 16.9 ounce cans. The perfect drink for picnics, patios and poolsides, WARSTEINER Grapefruit Special Edition is a 50/50 blend of WARSTEINER Premium German Pilsener and grapefruit-flavored drink. It features a nicely balanced, mildly hoppy taste and a clean, crisp citrus finish. A perfect crowd pleaser at 2.5 percent ABV, WARSTEINER Grapefruit Special Edition is brewed with care from the most premium ingredients— remarkably soft fresh Arnsberg Forest spring water, a special combination of bitter and aromatic Hallertau hops and top-quality brewing barley from wellknown German producing regions and Champagne. As if it were not refreshing enough on its own, WARSTEINER Grapefruit Special Edition shines as a main ingredient for crafting the perfect summer cocktail. Consumers can find recipes


Bar Business Magazine August 2016

Business Slow?

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Holiday Happenings





Sept 1: Random Act of Kindness Day

Sept 2: National College Colors Day

Sept 5: International Day of Charity

Sept 7: Neither Snow nor Rain Day

Sept 10: National Iguana Awareness Day

On this day, offer each new customer their first drink on the house and explain why. Watch how the good vibes come back to you in spades.

Great night to encourage your patrons to wear a shirt/hat/sweatshirt from their alma mater, and the school with the most attendees gets a free round of drinks.

Announce to your customers tonight that half of the evenings profits and tips will be donated to a local charity. Once again, watch the good vibes boost sales.

Where does it snow in September? Alaska? Either way, your staff can make it to work.

Host a “best iguana” contest tonight, then automatically 86 all the weirdos who show with iguanas.

12 Sept 12: National Boss/ Employee Exchange Day The exchange goes like this: Employee gives good service, boss gives good pay. Let’s make this a daily holiday.


13 Sept 13: Roald Dahl Day Honor this holiday by passing out Wonka Bars to customers all night, one of which includes a golden ticket for a free bar tab.




Sept 16: National Tattoo Story Day

Sept 17: International Country Music Day

Sept 18: National Ceiling Fan Day

Host a competition on this night wherein the customer with the best story behind one of their tattoos wins a free drink. Remember: Ink + Dr = Drink. Whatever that means.


Get a Big Ass Fan!

Bar Business Magazine August 2016

September 1: Shutterstock/Aksabir, September 5: Shutterstock/Feng Yu, September 7: Shutterstock/Vadim Ratnikov, September 10: Shutterstock/Susan Schmitz, Septemeber 12: Shutterstock/oneinchpunch, September 13: Shutterstock/Stephen Clarke, September 16: Shutterstock/Vitabello1, September 17: Shutterstock/Tancha


Index of Advertisers Company

web site address

page #

Agave Loco LLC (RumChata)


AMI Entertainment Network LLC


BigAss Fans


Clyde May’s




G&G Closed Circuit Events LLC


Harbourtouch CA


Moscow Copper Co


Newell Rubbermaid






Inventory Companies

Lucano Amaro



Yaguara Cachaca

To advertise in Bar Business Magazine contact Art Sutley Phone: 212-620-7247 Email:

August 2016 Bar Business Magazine


Owning Up

tick, tock!

The Importance of Time, Timelines, and Timing with a Commercial Lease For Bar Tenants By Jeff Grandfield and Dale Willerton – The Lease Coach

READERS OF OUR NEW BOOK, Negotiating Commercial Leases & Renewals FOR DUMMIES, will learn (in part) that the leasing process can take differing amounts of time, depending on whether you’re opening your first or fifth location. You can discover a lot during your first few lease deals that you can carry forward – potentially saving you both time and money with further leasing projects. The key is to give yourself ample time so you can recover from setbacks and delays without it costing you more capital or rent.

Timing plays a key role with your lease renewal. Ideally, a bar tenant will want to start the lease renewal process 12 – 15 months in advance of their lease expiration date. More precisely, look at your renewal-option clause. If this says your cutoff date for exercising your lease-renewal is six months before your lease expires, you would need to start the renewal process six months before that – or a total of 12 months in advance.

At The Lease Coach, we have heard from many tenants who have explained how they felt pressured by real estate agents who keep pushing them to make a deal or sign a letter of intent. Many of those same tenants have regretted caving in to that pressure and making hasty decisions. Often you will get a call from the agent saying that someone else is looking at the space you looked at last week, so you had better hurry and sign an offer to lease. Don’t let stuff like that sway you. Pace yourself. Go your own speed and get it done right.

Note that your strength or leverage may lessen the closer you get to the cutoff deadline, so the farther in advance you can find out what the landlord wants to do with your tenancy and rental rate, the more time you have to react. If you’re going to get bad news, you will want that information sooner rather than later. Do keep in mind that most landlords want (and plan) to have their tenants renew, so you’re usually on the same page plan-wise anyway.

Time is also the new money for many successful bar owners who can better spend their time doing what they do best or what only they can do for themselves and their business. Many bar and/or restaurant tenants hire professionals to save them time so why not use a professional lease consultant to handle your commercial leasing matters too? The entire lease process can take 20 to 40 hours stretched over many months – this is time that you may better delegate to someone who does this for a living. Pay attention to timelines as well as these can be critically important. Most often, any condition stated in the offer to lease may be for a finite period of time (e.g. ten days). If you know up front that you need more time to get your financing in order or have your contractor look over the commercial space, then ask for more days in advance. It is better to have a 20-day condition period rather than your having to keep extending fiveday condition periods. 44

This also applies in cases where you don’t have a renewal option and want to remain in your same location. The closer you get to the end of your term the less relocation time you have, and it becomes clearer to the landlord that you can’t (or don’t) intend to consider relocating. Doing this all in advance also impacts your own peace-of-mind … when you can put the lease renewal to bed earlier, it reduces your own stress dramatically. For a copy of our free CD, Leasing Do’s & Don’ts for Commercial Tenants, please e-mail your request to Dale Willerton and Jeff Grandfield - The Lease Coach are Commercial Lease Consultants who work exclusively for tenants. Dale and Jeff are professional speakers and co-authors of Negotiating Commercial Leases & Renewals FOR DUMMIES (Wiley, 2013). Got a leasing question? Need help with your new lease or renewal? Call 1-800-738-9202, e-mail or visit

Bar Business Magazine August 2016

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