Bar Business November 2016

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Burning Up:

The Biggest Little Scene in the World is in Reno thanks in part to the nearby Burning Man festival

The How-To Publication

BAR BUSINESS November 2016


The Cold War Top mixologists across the country share their hottest recipes for the coldest months

PLUS: Whiskey, Audio Survey Results & Our 1st Annual Holiday Gift Guide!


On Tap NOVEMBER 2016

Top: Shutterstock /B Brown, Bottom: Shutterstock/Igor Normann




Where Mah Dogs At?

lord, please send me a sign

Business slowing down? Looking for a new breed of customer? Hop onto this growing trend with man’s best friend now before you get bone-d!


You can open up and run the best bar in the world, but what good is it if no one even knows you’re there? Learn how to avoid this common pitfall. November 2016 Bar Business Magazine


On Tap




Features 22 Tis’The Season

1st Annual Holiday Gift Guide Whether you own a bar, work at one or just know someone who does, we outline the best, weirdest and straight-up wildest gifts for you to give your friends, employees or boss this holiday season!

4 Bar room drawl 6 Booze News

Bar Business heads to Chicago for Heineken USA’s NDC (and some deep dish). Then Brace Position for the Peter F. Heering Classics contest-winning cocktail. And then, why you should never feel unAmerican to enjoy a Moscow Mule.

12 liquid Assets Let us whiskey you away to the often-feared ‘dark side’ as a world of spirits of all colors await you.

26 the cold war

9 Tuning Up In surveys sponsored by wireless experts Audio Everywhere and Bar Business, we reveal results of how a new era in technology affects onpremise owners in the digital age.

30 Big six

Author and mixologist par excellence Jeremy LeBlanc assembles some top tier bartender pals for a “Must Have Winter Cocktail List” of hot drinks for the cold months that lie ahead.

No longer Las Vegas’s ‘biggest’ little sibling, Reno gets an annual latesummer bump from Burning Man, whose motto is “What happens on the Playa, shows up on Facebook!”

34 holiday happenings 36 Inventory


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“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 3135, Northbrook, IL 60062-2620. 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 3135, Northbrook, IL 60062-2620.


Bar Business Magazine November 2016

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12/16/13 10:55 PM

Bar Room Drawl

By ChrisTOPHER TARANTINO Editor-in-Chief

The Night is Always Darkest Before the Dawn “With great power comes great responsibility.” -Uncle Ben Parker

2016 you are a harsh mistress. In a year already marked by way too many iconic celebrity deaths, we’ve finally arrived at the end of a seemingly endless election and it's taken its toll. Both candidates were particularly unlikable and rather cartoonish— hence the above comic book references—one quite literally. Donald Trump, believe it or not, has actually appeared in various issues/spin-offs of Superman, Deadpool, Iron Man, Captain America, Batman, The Walking Dead, Spawn and a Donkey Kong–style parody called Donald Kong. He’s also appeared on the WWE for the past thirty years, including at WrestleMania 23, in a segment called “Battle of The Billionaires,” where he body-slams league owner Vince McMahon and then proceeds to shave his head bald in the ring. So perhaps unsurprisingly, NBC is now reporting that Trump is considering McMahon’s wife Linda for Secretary of Commerce. Ladies and gentlemen, we finally have the first US President who is also in the WWE Hall of Fame. Mike Judge’s 2006 comedy Idiocracy has now officially be 4

Bar Business Magazine November 2016

considered a documentary. Oh, what a time to be alive. Instead of these two characters, imagine an alternate universe where we were able to choose from 2016's beloved lost souls. A David Bowie/Alan Rickman ticket or maybe a Prince/ Garry Shandling bid? Not an easy choice. Or maybe Leonard Cohen/Kimbo Slice versus Motörhead president Lemmy Kilmeister and Everybody Loves Raymond VP Doris Roberts (OK maybe that one's not so great). The point is, we as Americans, always have a choice, and even though many of us may not have loved our recent options, we still face a decision: Give up and “move to Canada” or stick around and fight it out. For many of us in the cocktail industry with businesses to run, it's not a much of a choice at all. We’ve made it this far and we’re gonna stick it out. But that means you have to get creative. You must look for new revenue streams. Attempt new styles of doing business. Try all manner of drawing new customers in. Innovate. It’s what we’ve always done and now must push even harder to do, regardless of how the ‘new guy’ does, which none of us can know—especially him. But there is still hope and I promise you, the dawn is coming. We may not yet know what the country will look like or whether it will be less divided than it currently feels, but do not despair, as one certainty awaits us this January: The Celebrity Apprentice will be back on NBC every Monday at 8PM EST with new host—and fellow politician—Arnold Schwarzenegger! Hasta la vista America, baby.


November 2016 Vol. 9, No. 11 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

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Corporate Production Director Mary Conyers circulation

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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

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Booze News

Brace Position for Grant Murray


he Peter F. Heering Classics is an annual global bartender competition that asks bartenders from around the world to pick a classic cocktail and modernize it with a twist and a shake that they feel, best defines their talent, taste, personality and inspiration as a ‘modern classic.’ The five global finalists created original Cherry Heering creations and presented them during the finale of the famed London Cocktail Week at Joyeux Bordel. The jury—made up of industry heavy-hitters like David Wondrich, Simon Difford, Lauren Mote, Din Hassan, Charlene Dawes and Hamish Smith—also worked closely with the ten finalists, coaching them and imparting personal knowledge and advice to them over three days. The mentorship is something Heering plans to highlight as the competition moves forward. “The 2016 Peter F. Heering Classics inspired the Heering brand itself in a way that is more than special,” said Heering CEO Adéle Robberstad. “The passion, commitment and sharing of talent in this competition is now our present day history that makes us as proud as the day the brand was created, almost 200 years ago.” Heering Liqueur is made from a recipe dating back to 1818 using only natural ingredients, with no additives or artificial coloring. The base is a blend of Caribbean rum, coffee and cacao and is sold in more than 100 countries all over the world. With over 2,500 submissions from 46 countries, the top finalists included Pita Dixon’s (Australia) ‘The Right


Way,’ Andrew Schneider’s (Canada) ‘Mount Pleasant,’ Dawid Guzik’s (Luxembourg) ‘Secret Clover’ and Laura Walker’s (New Zealand) ‘Blood from a Stone,’ but the final winner for 2016 was Grant Murray (UK) for his ‘Brace Position’ cocktail. Murray will receive the €500 prize for his winning recipe below. “Aviation and smoke don’t mix, but when they do, you're advised to ‘Brace Position’.” This cocktail balances cherry fruit with floral violet and is an excellent update of the classic 'Aviation'. Consider upping the gin to 45ml (1½oz).” (Difford’s Guide)

RECIPE Brace Position Martini and shot glass 15 ml Ardbeg Islay single malt whiskey 35 ml Botanist Gin 15 ml Cherry Heering 10 ml Benoit Serres crème de violette 15 ml Freshly squeezed lemon juice 10 ml Sugar syrup (2:1) Pour Ardbeg into shaker, stir with ice and strain into chilled shot glass. Fill the now-chilled shaker and Ardbeg-coated ice with other ingredients, shake and fine strain into a martini glass. Garnish with Maraschino cherry and lemon twist and serve with the whisky shot on the side.

Bar Business Magazine November 2016

Bar Business Hits Chicago for Heineken USA NDC; Still is Thirsty


By Christopher Tarantino, Editor-in-Chief

eineken USA’s National Distributor Conference (NDC) took place in Chicago in late-October and Bar Business Magazine was there to bring you the scoop. The two-day event capped a successful year for HUSA, looked towards their on-and-off-premise future and even featured a handful of celebrity cameos including ten-time world champion boxer Oscar De La Hoya, ring announcer/Jock Jams– cameo king Michael Buffer of “Let’s Get Ready to Rummmmmmble!” fame (™ Michael Buffer), as well as current Tecate-pitchman Canelo Álvarez via satellite. The event took place in the historic Oriental Theater and rolled out new and continuing initiatives for its four priority brands—Heineken, Dos Equis, Teacte and Strongbow—in addition to providing everyone in attendance with cool, custom-made Converse sneakers in their patented green, complete with sole-striping. Tecate will look to continue its national growth, while Strongbow will premiere two top-secret new flavors. Meanwhile, Heineken will continue its push to build Heineken Light, as well as its patented BrewLock technology, and its More Behind The Star campaign, with its very-not-Antonio-Banderas spokesman, Oscarwinner Benicio Del Toro. Perhaps the biggest news though, is Dos Equis’ recent relaunch of the ‘Most Interesting Man in the World.’ After a brief trailer, the brand recently released the fulllength commercial Airboat. In this latest installment, viewers ride alongside the MIM as he races down sand dunes and tells of how he gained his legendary status. “A lot has changed with the rollout of the evolved character,” said Andrew Katz, VP of Marketing for Dos Equis. “The Most Interesting Man is edgier, yet stays true to the innate brand DNA and can be seen celebrating interesting experiences with his amigos, while enjoying our new Dos Equis cans in high-energy settings.” The continuing creative evolution of the iconic campaign, created by agency Havas Worldwide, is rooted in research that the meaning of ‘interesting’ has

changed: 84% of men think that what is interesting today is not what was a decade ago (certainly ‘the internet’). “With a faster pace and more energy, we’re reinvigorating and modernizing the campaign,” said Toygar Bazarkaya, Havas’ COO of the Americas. “In the first full commercial, viewers will also see the Most Interesting Man being joined by an adventurous female travel companion who goes head-to-head with him.” Synced with Dos Equis’ college football playoff sponsorship, the MIM can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the playoffs through the National Championship on January 9, 2017. The new spots feature the character at a helicopter RV tailgate in the Serengeti (natch), kicking a coconut field goal through the “uprights” of two giraffes. “He has home field advantage, even when he’s away,” the announcer tells us. The introduction of the new MIM, the College Football Playoff sponsorship and this summer’s new logo rollout on cans and packaging are all efforts to give Dos Equis fans the opportunity to “Stay thirsty." It also gave Bar Business Magazine the opportunity to explore the famous local deep dish pizza scene (just don’t ask a local why their favorite one is better—it just is) and take in some baseball as Chicago’s Cubs made it to—and WON—the World Series, a fact no one can really ever forget. For more, please visit

November 2016 Bar Business Magazine


Booze News Now We Can All See Russia From Our House!


By Christopher Tarantino, Editor-in-Chief

POP QUIZ: Can you guess where the Moscow Mule was invented? Go for it. Wild guess. No wrong answers. OK, time's up. If you guessed the Chatham Hotel in New York City—as we'll assume you did—you’d be right. Nice job! Turns out, the foreign-named cocktail is as American as apple pie. Invented in 1941 by two very American–sounding gents by the name of John Martin, of HG Heublein Brothers, and Jack Morgan, of Hollywood's Cock ’n’ Bull Products (Turns out people in the Great Depression didn't lose their sense of humor! -ed.). The deceptively simple recipe of vodka, ginger beer and lime may have been invented in the US of A, but it took a Russian by the name of Sophie Berezinski to add the trademark copper mug, 2,000 of which she carted here, much to her husband’s chagrin. Now that you’ve learned the twisty history of this classic cocktail, get ready for a second coming with its RTDR (Ready To Drink Reboot). Mule 2.0 recently won double gold at the 2016 WSWA Conference in Las Vegas this April. We sat down with creator Lisa Marlow to learn where her Mule came from. Bar Business Magazine: Why the Moscow Mule? Lisa Marlow: In 2014, I was working as a geologist in Houston in the oil & gas industry and was at a bar with friends and saw the copper mug behind and said “I’ll have whatever comes in that!” It was my first Mule and from that day forward, it was my cocktail of choice. But I quickly found that not everybody makes them quite the same, so I started trying to make a perfect Mule at home. I found my favorite ginger beer and the proportions of alcohol, ginger and lemon-lime that gave the perfect flavor. Less than a year after I had my first Mule I thought that it'd make a great RTD drink, so I bought a beverage industry report and from that point on was on a mission to get a consistently flavored Mule to market. I established the formula, got licensed with the TTB, lined up vendors, contacted distributors and hired Monster Energy's packaging company. We launched first in Illinois with Breakthru Beverage in and one year later we have distribution in nineteen states and are available both on-and-off-premise. BBM: Do you recommend garnishing and serving the drink right from the can, like a lime in a Corona, or do you prefer presenting it in its classic copper mug? LM: The beauty of Mule 2.0 is it can be served either way. Though, if it is served in the can, I think it has the right balance of ginger to lime as it is, so it’s not necessary to add anything, really. Bartenders can


also use it to make any of the other Mules popular today—add gin and pour it over ice for a London Mule, add bourbon for a Kentucky Mule and so on. BBM: Saved time and ease with cocktail consistency equals more sales, which bars must love. What kind of feedback have you received ? LM: Yes! Busy bars love the fact that they can offer a Mule without having to assemble all of the ingredients. Many places want to be able to serve a beer alternative, and Mule 2.0 is made with grain neutral spirits, its gluten free, only 14 calories per ounce, tastes just like a Moscow Mule, and is in a can for fast service. Servers love it because it’s fast; customers love it for the flavor. BBM: So this is your own personal recipe then? LM: The type and intensity of ginger flavor is very important, as is the proportion of lime to ginger. Getting this exactly right is the difference between making an authentic Mule and…well, something else entirely. I know because I made many iterations in my kitchen before finding the perfect mix. I do a lot of tastings and to hear things like "I had a Mule once at a bar once and didn't like it, but this is really good.” BBM: Have you considered reaching out to Vladimir Putin to endorse it?? LM: Ha! Maybe I should. Actually no, maybe I shouldn’t! For more information visit or email

Bar Business Magazine November 2016

Tuning Up

By Lance Glasser

SURVEY Says...! Shutterstock/

don’t let your Social Media and Audio-Visuals FEUD


n August of this year, Audio Everywhere and Bar Business Magazine sponsored two separate surveys in an attempt to obtain opinions and statistics from bar owners and operators on trending topics such as social media, digital signage and audio delivery. The studies were conducted via email to readers of two publications—one focusing specifically on sports bar/restaurants, and the other is the one you are currently holding your digital hands. Because of this methodology, we were not able to geographically segment our results, and therefore

could not tell the difference between your average dive bar and, what you might call a “high-class joint.” (Hey look, there’s a time and a place for both, no judgment!) To encourage participation, we enticed participants with the possibility of winning an Apple Watch for completion of both surveys. There are, of course, countless surveys and reports on the world’s take on these issues, but, to our knowledge, not one on our particular sector of the hospitality industry. So now, we’ve collected all of our research into this report to give you a fuller picture of the 21st century November 2016 Bar Business Magazine


bar owner’s experience and the modern consumer’s on-premise expectations.

Social Media Within the last few years, for better or worse, the internet has changed the way people communicate with one another. And few digital tools have dominated this landscape the way that social media has. We surveyed the use of sites such as Facebook and Twitter, and the web in general to try to better understand how frequently bar owners updated content to each of these platforms. As you might expect, an establishment’s website was updated much less frequently than their micro-blogging counterparts like Facebook and Twitter. Of those who establishments that responded to our survey, 82% used some social media platform to communicate with patrons; with almost everyone updating their Facebook page at least once per month. On the other hand, 30% of bars revealed they did not have a Twitter account and 40% did not update their websites, if they had one at all. We found that those who did engage with patrons through social media, updated their Twitter account an average of twelve times per month and their Facebook page around fourteen times per month, so, on the average, not far off. Websites, however, on average were updated only about three

times per month, counting owners who did no updates at all and up to five times per month of those who did—compared to people who tweeted or updated their Facebook nearly every other day. (Presumably, there is also some fraction of owners who have probably connected their two social media accounts so that tweets appear on their Facebook page, and vice versa.)

There’s a major untapped market out there just waiting for one brave digital soul to reach out and grab it. We also asked about Facebook “Likes”. Remarkably, 57% said they had paid for them, either through direct advertising, “sponsoring,” “post-boosting,” or a thirdparty. 26% said they acquired “Likes” by “asking nicely”—always worth a shot!—while the rest didn’t care about them at all. 38% of bars had their own app, using it for a variety of purposes such as menus, guest comments and feedback, or notifications of daily or weekly specials.


Bar Business Magazine November 2016

Shutterstock/Mark Umbrella

Digital Signage Another recent boon is the advent of technologies such as LED screens, projections, LCD monitors and HD T Vs, all of which would be considered digital signage and, within the last few years, have all dramatically dropped in price, making this new market a 15 billion dollar annual industry. But because they are still seen as expensive, many establishments are still trying to wrap their heads around their purpose, high price tag and uncertain ROI. Thus, we found that 25% of owners surveyed had no interest at all in this sector, while 38% answered that they could “maybe” have interest “someday” (Don’t worry, we won’t hold our breath for that one, guys.) Almost 67% of owners had cooled to the idea of digital signage, a fascinating result given the popularity of it in other venues, and the fact that sports bars specifically are bright with acres upon acres of screens. On a positive note, 16% said that they were now investigating such things. Perhaps the most interesting result is that of the 21% of bars that already do have some form of digital signage, and 58% of this sample said that that they found it “quite useful,” but a rather large 42% said they find it “not too effective.” Digital signage clearly has work to do to convince the bar owner of its utility. Fewer than 4% admitted to currently hosting paid advertising from local businesses with this technology and 46% said that they had no interest in


Audio Given Audio Everywhere’s business of delivering sound to smartphones from multiple T Vs, our biggest interest was in this quadrant. Our systems stream audio over wi-fi from a muted T V to the patron’s phone via a free app. Through in-app offers and marketing, we’re able to avoid any recurring charge to the venue. Interestingly, we learned that 21% of bars only play music, never raising the volume for any televised games, while 79% played the volume for at least some games. More specifically, 19% always played some game out loud, while 50% allowed volume for major televised games, and 43% said they only turned the sound on for local games. 67% have had a customer ask for sound on a particular game at least once a week, and 38% of bars surveyed had experienced a customer leave because they couldn’t hear the sound on a game. It’s our belief that the people most likely to listen to “Wi-Fi Audio” are those that are in the bar by themselves (“Loners”). Because of this, we asked how bar revenue broke down among loners, couples and larger groups. While the overall distribution tended to be about even at 33% per group, the variation among bars was all over the place, with loner revenue spanning from almost nothing to over 90%. Where do you think your bar falls on these charts?


Number of times per month digital media is updated Web Twitter




hosting any at all, with 33% answering “maybe” and 17% expressing some form of interest in it. Here’s a bright neon digital sign for you: that’s a major untapped market just waiting for one brave digital soul to grab it.














How often do guests ask you to play sound from games?


Loners vs. Couples vs. Groups in Bars

Conclusions Of course, all of the responses were just estimates from the owners’ individual perspective and memory, and undoubtedly can include biases or even a lack of information. For example, some customers may like to let it be known exactly why they’re leaving the establishment; but the majority do not. Therefore, these percentages are just customers the owners knew about. And one can be sure that for everyone who complained or left loudly, there are even more who left quietly, without the owner ever knowing why, which could potentially make these numbers even higher. We hope that you found this information useful, as we feel its certainly something to think about!


Loners vs. Couples vs. Groups in Bars

Lance Glasser is president and founder of Audio Everywhere, who supply high-quality wi-fi audio solutions to bars, lounges, restaurants and other businesses. He has been a CTO and Group VP at KLATencor, Director of Electronics Technology at DARPA, and an Associate Professor of Electrical Engineering and Computer Science at MIT. In addition to authoring thirty US patents, Lance co-authored the book The Design and Analysis of VLSI Circuits and is a prior recipient of the ASEE Frederick Emmons Terman Award for outstanding contribution to electrical/computer engineering.

November 2016 Bar Business Magazine


Liquid Assets




Come over to the dark side with whiskey. It’s nowhere near as intimidating as it seems

hen it comes to whiskey, simplicity reigns supreme and lately, American craft whiskeys seem to be what’s got everyone buzzed. But its multiple variations and reputation as an ‘acquired taste’ can make it seem more intimidating than it actually is. As a spirit, whiskey tends to evoke strong feelings of nostalgia, power and emotion with the mere mention of its name. Whether it be to drown sorrows, celebrate occasions or simply unwind after a long day, whiskey is serious business. The word itself can be spelled whiskey or whisky. With an ‘e’ usually means that it was 12

produced in America or Ireland, while without it, is the classic Scottish spelling and usually means that it was produced in Scotland, Wales, Canada or Japan…or that the maker would like you to believe it was. Since we’re in America, we’ll go with ‘whiskey’ for today’s lesson. The word itself, perhaps unsurprisingly, comes from the Irish, whose Gaelic term uisce beatha, translates literally to “water of life,” a phrase all brown spirit–sippers can attest to. General accounts of whiskey date back as far as 1405 in Ireland, with the first documented use of it in Scotland in 1494 when King James IV ordered monk Francis Jon Cor to

Bar Business Magazine November 2016

Harvesting the ‘water of life’ in the fields of Corbin Cash in Atwater, California.

By Amy Lennox distill him a batch of the elusive water of life. The tradition trickled down from there, and eventually stumbled onto these shores with Scottish and Irish immigrants. The introduction of corn, wheat and rye to the distillation process proved to be a game-changer, yielding numerous flavor profiles, and birthing both the bourbon and rye whiskey variations. Ronan Kerr, an old-school Irish whiskey enthusiast, who runs the show at Lillie’s Union Square in New York City notes, “The resurgence of aged, brown spirits has folks realizing there is more than just Jameson and American crafts making their mark.” There are three main distinctions: straight, grain and blended. By today’s standards, American-made whiskey has a minimum of 51% corn mash with federal regulations in place to ensure that the spirits do not deviate from their

intended integrity. Straight whiskeys are to be distilled at a proof no higher than 160, and must be aged in new, charred, white oak barrels for a minimum of two years; reduced to 80 proof with the addition of water (no other ingredients may be added); and contain at least 51% of one single grain. These are the bourbons: Kentucky Straight Bourbons, straight ryes and straight wheats seen coming out of current US craft distilleries. Kerr, brags that these types of whiskeys champion about 50% of Lillie’s current mixology program. Grain spirits distill over 190 proof, which is about 95% ABV, and you’d be hard pressed to find any aroma or flavor during distillation. The aging process helps to erect its flavor profile, when it is transferred into oak barrels—thus qualifying it as a whiskey—and adding a soft hint of vanilla and a light hue. Finally, it’s blended November 2016 Bar Business Magazine


Liquid Assets

RECIPES Colonel Corbin Josh Hunt, of The Waterboy in Sacramento 1½ oz Corbin Cash American Blended Whiskey 1 oz Corbin Cash Sweet Potato Liqueur 4 dashes Angostura Bitters 1. Add all ingredients to a mixing tin, stir well and strain into a chilled coupe glass 2. Garnish with an orange twist Notes: A play on the classic Kentucky Colonel cocktail, substituting Corbin Cash Blended Whiskey for the bourbon and Corbin Cash Sweet Potato Liqueur for the Benedictine, as well as tweaking ratios to balance the drink and highlight the flavors of the ingredients.

California Gold Rush Brad Peters, Beverage Director, Paragary Restaurant Group and President of USBG-Sacramento 2 oz Corbin Cash Merced Rye Whiskey .75 oz. honey simple syrup .75 oz fresh, strained lemon juice 2 dashes of orange bitters 1. Combine whiskey, honey simple syrup, lemon juice and orange bitters in a cocktail shaker filled with ice 2. Shake vigorously until chilled and strain over ice into a chilled double old-fashioned glass

Atwater Buck Brad Peters, Beverage Director, Paragary Restaurant Group and President of USBG-Sacramento 1.5 oz Corbin Cash Blended Whiskey .5 oz fresh strained Meyer lemon juice .5 oz simple syrup 1 fresh strawberry 2 dashes of Angostura bitters

whiskey, widely considered the most flavorful, which explains why nearly half of all whiskey consumed in America is of the blended variety. US regulations mandate 20% of the blend be straight whiskey, but the defining characteristics lie within the art of the blend itself, making the blender him or herself the mad, creative genius of the final product. Corbin Cash is a family-owned and operated farm and craft distillery in Atwater, California. We spoke with David Souza, fourth-generation farmer and master distiller, about the brand and his vision for it. Named for his son, David proudly explains of his brand, “We trademarked his name before he was even born, knowing we would do the whiskey project in his honor.” (At a time when most kids get in utero Instagram pages in their honor, Corbin got a trademarked name and business in his…and more than likey, an Instagram page too.) After nearly a hundred years, the sweet potato distillery was erected with the intention of diversifying their crops and bringing a quality product to the American craft market. No one had done sweet potatoes, and had the wherewithal to make it a success given it is their cash crop. The other is Merced Rye, a drought resistant grain used mostly as a rotational crop. It was originally planted in 1917 by David’s grandfather who noticed that the rye grew dense, choking out weeds, while its roots help break up the hard, thick layer that forms on the sandy California topsoil. As the water table dropped and nutrients got lower, they also learned this same root system grew down thirteen feet, gaining nitrogen fertilizer, which in turn would produce green manure, thus making them a fully sustainable producer for nearly one-hundred years. This system of crop rotation is also perfect for the distillation process, and shines through in both their Corbin Cash Blended Whiskey and Corbin Cash Merced Rye (both 90 proof). The Blended Whiskey is small batch distilled and contains 80% sweet potato and 20% rye – think of a softer “bourbon-style” blend with bright farm-tobottle sweet potato flavor, hints of toffee and burnt cocoa,

Atwater Buck

1. Muddle strawberry and Meyer lemon juice in a mixing tin 2. Add whiskey, simple syrup and bitters and fill with ice 3. Shake until blended, and strain over ice into a Collins glass 4. Top with ginger beer, and garnish with a thin slice of fresh strawberry and a Meyer lemon wheel


Bar Business Magazine November 2016

and a mellow finish that dances on the palate. The Merced Rye is a rare breed made of 100% estate grown Merced Rye, is aged up to four years, and has a boisterous, artisan crafted spice as it hits the tongue, fading into floral aromas and hints of oak and traditional vanilla, that fades into a smooth exit. The brand takes much pride in their product even down to the small details such as the bottle design and the beautiful Italian glass they import to create this unique sculpture. David says he’s often told that the bottle design is perfect for easy pouring by bartenders who, he points out, “have brought an experience and notoriety to craft spirits,” alluding to the role they’ve played in the past decade by drawing attention to spirits such as Corbin Cash in their mixology and craft offerings. “I still like the term bartender over mixologist, if you know what a bartender really does you can respect them,” he continues. “I feel like it’s finally coming back to basics and people appreciate them more now.” So you want to know what’s in the bottle? There are a few key points to you may come across when reading a whiskey bottle, and we want you to be prepared. Some labels will be very insightful, while others may be a bit more taxing on your patience. A good whiskey label will have all (or at least a few) basic components guiding you through brand, age and alcohol make-up that will offer insight into the overall quality of the spirit. First, identify the brand name and check to see if it is their original spirit or one of its variations. If it’s aged, that will also be indicated on the label. The longer a whiskey sat in a barrel, the more distinct the flavor will be. Without question, you’ll always be able to locate the alcohol by volume, or ABV, as it is required by law. In most cases, with whiskey

you will see it indicated as “proof” which is equal to double the ABV. This can be useful in determining quality, as a good whiskey leaves the barrel with a high proof, while a low proof may indicate the addition of water and therefore a lower quality. For an example of both in one brand, Maker’s Mark famously announced they would be diluting their product and lowering the alcohol content from 90 proof to 82 due to “dwindling supply” (awww poor guys!), but then quickly reversed their decision due to intense— and completely understandable—customer infuriation. “We are really proud of these loyal customers of Maker’s Mark,” COO Rob Samuels explained at the time, “We’re also a little embarrassed about being so stupid!” Next up is volume—measured in milliliters here in ‘Murica—which can always be found on the bottle. Although not useful in selecting quality, still a fun fact, and once again, required by law. The classic fifth is 750 ml or one-fifth of a gallon. When a bottle is labeled “Kentucky Straight Bourbon Whiskey” this indicates it was made in the state of—yep, you guessed it—Kentucky, and may also include a bottle or batch number. Another variation, “Distilled From Wheat,” means first off, it is a wheat whiskey as opposed to a straight bourbon or a rye (although it could still contain a small amount of rye). Take care in selecting the right bottles and brands for your establishment, with a selection of different flavor profiles. Ronan suggests taking the time to gather input from staff to educate yourself on both whiskeys and whiskys, helping you to incorporate new cocktail ideas into your menus that will naturally evolve with the ever-changing whiskey industry, and cater to your core consumer base, “This is a spirit that can be mixed, it’s important you do so to stay competitive!” November 2016 Bar Business Magazine


How To:

Bar r u o Y e k a M Dog-Friendly

It’s not the size of the dog in the bar, it’s the size of the bar in the dog… Letting patrons bring their best friends could be a hidden treat to your bar.


hether you’re on the verge of becoming a bar owner for the very first time, or you’ve been a liquor landlord for many years, one thing will remain constant: you’d always like more customers. So, think about who your regulars are, who your occasional


visitors are, and who are the people that you think you’re missing and would still like to attract. There are probably numerous subsets of patrons out there who don’t visit your establishment for one reason or another and, odds are, you’ll probably never truly know their reasons. Or maybe

Bar Business Magazine November 2016

Shutterstock/Igor Normann

Dogs...They Never Could Hold Their Licker

you have a hunch as to the “why,” but just can’t afford whatever you believe is necessary to attract this group. Or maybe, this group could clash with your already existing clientele. Who knows! But if you are looking for new groups of customers—and really, why would you even still be reading if you weren’t?—there are simple and relatively inexpensive ways to instantly attract a new and more varied clientele, maybe one you haven’t even yet considered. There’s an estimated 43 million dog-owning households in the US with a grand total of 70 million dogs, many of whose owners, we’ll assume, enjoy socializing in public with friends over a drinks and could be avoiding your establishment simply because they can’t bring their pets inside. While the thought of letting pooches into your bar might fill you with dread, it’s worth remembering that dogfriendly bars and pubs only allow well-behaved pets inside. Creating a dog-friendly bar starts with the furniture. Many hotels have already upgraded their furniture to more robust, modern materials, and pubs and bars are now beginning to follow suit. Is your establishment dogfriendly? Are you dog-friendly? (You’re not allergic, are you?) Well, depending on how you answered these questions, if you’d like to try to attract this massive demographic of people—in addition to making your bar a unique local draw—just follow this simple guide, because it’s easier than you think!

Bar tables If you allow dogs in your bar, you’ll want to make sure you have furniture which is up to scratch (pun intended). While it’s the customer’s responsibility to ensure the dog is well behaved, the occasional chew or claw-dig into your furniture is inevitable, so you’ll need solid, good quality furniture to avoid permanent damage. The type of tables you choose obviously depend on the style and aesthetic of your bar. Some bars like a mish-mash of table styles, lengths, heights and colors, while others prefer a consistent look across the entire establishment. Taller tables give bigger dogs more room to sit comfortably with their owners, as they can rest underneath the table rather than being sprawled out across the floor. Meanwhile, smaller and shorter tables are ideal for visitors with smaller dogs, as it means they can be closer to them. For dog-friendly tables, consider those with cast iron legs; they’re sturdy and resistant to even the least wellbehaved dogs. A tall, square bar table with your choice of eco-friendly top color is perfect. If you prefer shorter pub tables, there’s a wide range of fantastic designs, from the well-made extended scroll pedestal table in dark oak and veneer, complete with cast iron legs, to a lighter stylish designs like the Adana rectangular table with chromeplated steel legs making it hardwearing and versatile.

Bar chairs and stools If you’re going for that classic pub feel of wooden bar stools, make sure the wood is durable and strong, so it can withstand any dogs digging into it. Tall, dark-oak stools are

ideal, and often come fully assembled with a choice of different fabrics and a solid hardwood frame would be hard to mark, even for a overactive canine. Or, if you're looking for a sleeker, more metallic look, a stool with a chrome steel frame can be simple and stylish. Numerous examples available from websites and bricks-and-mortar stores like Bed Bath & Beyond and Target. If you need room to seat larger groups, you’ll want to look into benches. These are perfect for dog owners as, with guests’ permission, their best friends can climb right up and sit next to them. After all, some of the wiser canines may even have something to contribute to the conversation and may feel left out if they’re missing a good group chat! Something with an upholstered seat and supersolid hardwood construction is perfectly dog-friendly and gives a classic and stylish feel, yet is easy to clean and is highly durable.

It's a Dog-Eat/Drink-Dog World Out There By Christopher Tarantino, Editor-in-Chief


o, you’ve checked local laws, price-matched furniture, had your allergy shots and now wanna know how all of this actually looks in action? Well, here are a few of what we feel are the best examples you can see in a handful of major cities across the country. It’s a mix of different pubs, clubs, brew houses, tap rooms, indoor bars, outside-only dog patios and 360 degree oceanfront properties (!) to make sure you—and your best friend—bark up the right tree.

New York, NY

Charlottle, NC

• L.I.C. Bar • Growler Bites & Brews • d.b.a.

Dallas, TX

• The Dog Bar • Birdsong Brewing Co. • Flyer Saucer

Tampa, FL

• Lee Harvey's • Rodeo Goat • Mutts Canine Cantina

Chicago, IL • Four Moon Tavern • Reggie's • Lizard's Liquid Lounge

Seattle, WA • Norm's Eatery & Ale House • Jolly Roger Taproom • Summit Public House

• Mad Dogs & Englishmen • Sail Pavilion (at Tampa Convention Center) • Fly Bar & Restaurant

Greater Denver, CO • The Watering Bowl • Romero's K9 Club & • Tap House

Los Angeles, CA • Angel City Brewery • The Morrison • Park Bench Cafe

November 2016 Bar Business Magazine


How To: to clean. To start, pick out a range of chairs (stackable ones are best for space-saving) and come in a wide variety of colors and complement tables like this perfectly.


Outdoor furniture If, after all this, you decide that you still would like to keep dogs out of the inside of your bar, you could still allow them in your outdoor area or back patio if you have one. Lots of bars these days are more than accommodating to dog-owners, occasionally even providing pooches with a drink of their own (i.e. a bowl of water). Outdoor bar furniture can be just as stylish and sophisticated, without breaking the bank. Aluminum tables are perfect with dogs around; they’re durable, high-quality, waterproof and easy

Treating all of your diners with a custom service can even follow through to pampered pets too. You’ll be surprised by the range of dog biscuit and treat recipes available online, including seasonal offerings to help your establishment provide a human/canine “pairing.” Each year the number of cities and establishments that hold “Dog Costume Contests” for Halloween is growing, and this year was no different. Never underestimate the raw power that animals in costumes have over human beings. Or for the upcoming holiday season, much like humans, dogs also enjoy a good candy cane. More and more bars are becoming dogfriendly these days, with many websites dedicated to a “Best in Show” of pet-friendly bars in various cities. Obviously, check local city and state health laws to ensure you are well within your rights before going out and spending money on such a conversion, but minus any municipal road blocks, you'll find a myriad of promotional doors magically opening for you once you become a petfriendly establishment, and just may find new word-ofmouth traveling faster than you can even keep up with.

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Bar Business Magazine November 2016

As demonstrated at NAFEM by Tobin Ellis, founder and CEO of BarMagic.

Imagine bar equipment conceived by a renowned bartender, and built by Perlick Perlick’s new Tobin Ellis Signature Cocktail Station is a breakthrough achievement in underbar design resulting from an ambitious collaboration between 6-time national bartending champion and celebrated bar designer, Tobin Ellis and the award-winning engineering team at Perlick.

“Together, we’ve built a cocktail station that’s perfect for everything from craft cocktail bars to high-volume nightclubs and 5-star/5-diamond hotel environments. It’s the tricked-out station every serious bartender has dreamt about and every savvy operator has hoped for.”

Tobin Ellis

Exclusively from Perlick Learn more at WATCH the Video!

How To:

age n g i S e z i l i t U to Drive Traffic

By Jeff Grandfield and Dale Willerton

DEAR LORD, Please Give Me A Sign! A

note to hospitality entrepreneurs: Don’t open your bar and expect customers to immediately beat a path to your door. They need to be able to find you first. And one of the most basic methods to ensure your business is conspicuous is through signage.


While most owners may envision a large sign prominently identifying their place of business, their landlord may not agree. Commercial landlords, often times, may actually prefer to decrease your amount of signage, and will often reject tenant requests for more or larger signage.

Bar Business Magazine November 2016

Shutterstock/B Brown

It may seem obvious, but bar owners make some major mistakes when it comes to signage.

This may seem counterintuitive at first. However, landlords often find that one approved tenant request will draw similar demands from other tenants. Therefore, it’s easier for a landlord to draw a hard line in the sand on all such requests. If each tenant leasing in the property is given a larger sign, their site could become cluttered which customers may dislike and could impede them from visiting. This doesn’t mean you shouldn’t ask but remember that you are responsible for creating and maintaining that sign. This extra work on your part, however, can be beneficial. • Signage can make your business easier to find for customers who are indeed looking for you. Obviously, if you’re located in a sea of shopping plazas or office buildings, a big sign with your name on it makes it much easier for visitors to pick you out of the crowd.

Signage brings in traffic. People who don't know you're there may be drawn in by your sign as they pass by. • Signage brings in traffic. People who don’t know you’re there may be drawn in by your sign as they drive or walk by. • Signage will be recognized by local residents who will see you on their daily commute to and from work. These residents are eventually more likely to visit your place of business because they’re familiar with your name. That said, note that your landlord may allow certain types of signage and not others, Typically, the landlord requests that you provide graphic drawings of your sign for written approval or will supply you with a criteria package that must be followed as part of your lease agreement. Read this information very carefully and understand that your landlord may consent to one type of signage but not another. To give you a better idea of what may or may not be allowed, what follows, are the most common types of business signage.

tenants. Monument signs aren’t that common, however, they can make your business look more substantial if you can get one. Tenants typically pay rent for monument signage.

Pylon Signage The tall sign by the roadway that tells passersby what tenants are in the plaza is called the pylon sign. A property may have several pylon signs, which all display the name of the plaza at the top of the sign. Don’t assume that you’ll automatically get a panel of the pylon sign. There are often more tenants in a property than sign panels available, so make this a part of your initial lease offer or lease renewal. Ideally, try to pick your actual panel—both front and back — because a panel higher up on the pylon is usually more visible and read first.

Temporary Pull-Away Signage Hated by the majority of landlords, temporary pull-away signage are signs on wheels covered with images or business messages. Never simply assume you’ll be able to have pull-away signage for your grand opening or other promotional events. Landlords feel these signs clutter or obstruct their property, and may only allow a limited number of pull-aways to be used, and shared, by many tenants throughout the year. Again, negotiate pull-away signage rights upfront, because if they’re not included in the lease agreement, your landlord does not have to let you put them up. Dale Willerton and Jeff Grandfield are The Lease Coach Commercial Lease Consultants who work exclusively for the tenant. For a free audio copy of their book Leasing Do’s & Dont’s for Commercial Tenants, please email jeffgrandfield@theleasecoach. com or visit for more information..


Building Signage Signage almost every business owner will have, and generally appears directly above your main entry door is building signage. However, do not overlook the possibilities of having building signage on multiple sides or even the rear of a commercial property, if it provides you additional exposure to walk or drive-by traffic.

Monument Signage Resembling a tombstone coming out of the ground– smaller than a pylon and closer to the ground— monument signage will advertise only one or a few select

November 2016 Bar Business Magazine


gift guide Backbar Bros 1. Storm Trooper Whiskey Decanter & Shot Glass

These are definitely the droids you are looking to drink from. The Fowndry, $27 & $15

2. Square Stone Drink Dispenser

Class up any bottle of booze by creating your own personal minitap system at home. Uncommon Goods, $135

3. Modern Drunkard Magazine Apparel

Some of the cheekiest writing out there about booze—outside of this magazine of course—now wearble on your chest or head., various prices

4. Pop Chart Labs Beer Posters

Drinking is a science. PCL turns that science into art. Literally. Pretty to look at and educational. Zilly Monkey, $20–$35

Square Stone Drink Dispenser




Fruit Keg Tap

Boozy Barmaids 1. Veuve Clicquot Yellow Label Champagne with Ice Jacket

We all like outerwear that looks good but is still functional. So why don’t our beverages deserve the same? Fine Wine & Good Spirits, $48

2. Chambong

Imagine a glass funnel for shooting champagne in the shape of a flute and you’re close. Their logo? “#ClassyAF”, $23

3. Fruit Keg Tap

I mean come on, just look at this thing! Anyone who doesn’t appreciate this gift you just do not need in your life. Uncommon Goods, $20

4. Lolea Sangria & Ice Bucket Set

Delicious, pre-mixed sangria direct from Spain in very festive-looking bottles. If it’s good enough for Oprah, it’s good enough for you. Sunset Corners, $40

Lolea Sangria & Ice Bucket Set

Bar Business Magazine November 2016

gift guide

1. Mapkins

Rep your home city—or one you’re eyeing to open your next bar in —with these unique napkins and coasters of city maps. Zilly Monkey, $5



Bar Bosses

2. NYC Fire Extinguishers

Rep Bar Business’s home city with these uniquely designed safety devices and look good as you put out literal and figurative fires. NYC City Store, $149

3. Copper Family: Ice Bag, Mallet, Syrup & Copper Mugs

Why not own the supplies to make Moscow Mules properly at home too? Bespoke Post, $55

Homeade Gin Kit

4. Concert Ticket Doormat

Memorialize a great show at your venue or one you attended with a friend or employee with this unique music lover’s gift. Lakeside Photoworks, $49

Beginner Barkeeps 1. Cocktail R-Evolution Kit

Send lazy bartenders back to class with this comprehensive DIY kit and 30-recipe DVD to wow your customers. Uncommon Goods, $50

2. Homemade Gin Kit

Leave the bathtub for bathing and use this cool package to practice your ‘craft.’ Uncommon Goods, $50

3. Lab Cocktail Set

Learn the precise formula to give customers a chemical reaction at home. They don’t call it ‘mixology’ for nothing. Uncommon Goods, $45

4. Tequila & Mezcal: Complete Guide

Quick what’s the difference between tobaziche and arroqueño? Or joven and añejo? Fine, tequila and mezcal?? OK, you may need this book. Target, $20

NYC Fire Extinguishers Lab Cocktail Set

November 2016 Bar Business Magazine


gift guide



Cork Place Settings Stemless Fountain Aerating Glass

Sassy Sommeliers 1. Wine Diagram Glasses

Learn about precisely what you are putting into your body as you are putting it into your body. Pop Chart Lab, $45

2. Wine Sack

Imagine if a flask and a large purse had a baby. Now imagine taking that handy and delicious baby with you anywhere you like. Uncommon Goods, $40

3. Cork Place Settings

Now you can tell people where to sit and what to drink at one time. Wine Enthusiast, $17 (set of 8)

Craft Connoisseurs 1. Craft Beer Brewing Kits

4. WaveHooks Bathtub Wine Glass Holder

For the beer lover in your life. Choose from Bourbon Stout, Vermont Maple, West Coast IPA and Texas Chipotle Amber. Uncommon Goods, $45

Bath time or Pinot Grigio time? A shower or a Malbec? Never again will you be faced with such difficult decisions. Amazon, $10

2. Beer Cap Map of USA

Putting crafts on the map since 2016. Collect a beer cap from all 50 states to fill out this truly one-of-a-kind wall art. Etsy, $30

3.Time & Oak Collector’s Box

The whiskey lover’s dream: custom flask, lighter, cigar cutter and two signature T&O elements for aging any spirit. Time & Oak, $50

Wine Diagram Glasses

4. Stemless Fountain Aerating Glass Let your liquor (or wine) breathe or quickly chill it with rocks in the central cell with this visionary glass set. Uncommon Goods, $56 for two 24

Bar Business Magazine November 2016

gift guide



Gadget Gourmands 1. Bottle Lock

Protect your booze from kids, or untrustworthy friends, with this combination lock for any bottle. Go Keyless, $17

2. BACtrack S35 Breathalyzer Portable Breath Alcohol Tester

The safe way to never worry about a DUI again and most accurate way to play new drinking game Guess My BAC!. Amazon, $33


3. BottleLoft

Magnetic strips that attach to the top of your fridge and magically hold beer bottles aloft above the rest of your boring groceries. Uncommon Goods, $38

4. Vaportini

Drinking your booze is sooo 20th century. Get with the times and inhale it like the kids all do today. Vaportini, $80

Reclaimed Wine Barrel Cabinet

Booze Ballers 1. Allaire Collection Briefcase & Gold-Plated Handcuffs

Fool your friends into thinking you hold the Academy Award ballots with the greatest Oscar-party-trick-slash-portable-minibar ever. Allaire Privee, $1000

2. Brew Cave Walk-In Cooler & Kegerator A little slice of heaven...if heaven were climate-controlled, located in your basement and filled with your favorite alcohol. KegWorks, $7300

3.Hotel de Vrouwe van Stavoren

Allaire Collection Briefcase & Gold-Plated Handcuffs

Spend the night inside of original wine casks in your choice of 15,000 or 23,000 liters in this unique Netherlands property. Hotel Website, $270–$460/nt

4. Reclaimed Wine Barrel Cabinet

Age your possessions—and your secrets —in this previously-used white oak barrel cabinet and side table. Uncommon Goods, $900 November 2016 Bar Business Magazine





ince the days of Prohibition, drinking has come full circle. In cities across the nation, customers are looking for unique handcrafted cocktails. But this time around, it’s not just the cocktails that have evolved; the drinkers have too. Patrons are more educated on what they’re being served, constantly seeking the next best flavor. They expect fresh ingredients, unique spices and natural mixers to elevate their drinking experience. Today’s mixologists build their cocktail programs around such trends. Most industry professionals admit that the 10-ingredient cocktail is at its end, but those that still want to innovate are still rightfully fixated on making something memorable for their customers; not just a drink, but an experience.


Good bartenders put forth real effort to use ingredients pertaining to each season, which illustrates the great pride they have in their programs. “People view their evenings out as an escape, and in a world saturated with all things artificial, it’s the duty of a barman to create an experience whose foundation lies in the exploration of real flavor, enhanced by true hospitality,” says Chris Chamberlain of Gallo Spirits. Natural mixers and local fresh ingredients are the backbone of any solid bar program, and most forwardthinking bartenders know that craft mixers and organic, locally-sourced ingredients are the standard these days. “There’s a certain level of integrity that goes along with using fresh ingredients,” says Carlos Ochoa of Mezcal El Silencio. “You can stand behind the product

Bar Business Magazine November 2016

Flippin’ The Bird

The Perfect Pair

RECIPES The Perfect Pear Created by Chris Chamberlain, National Beverage Development Manager of Gallo Spirits 1½ oz citrus forward gin ½ oz St Germain ¾ oz Liber & Co. Classic Gum Syrup ¾ oz fresh lemon Juice 1 heavy bar spoon of Perfect Puree Pear 1 pinch of cinnamon 1 oz LaMarca Prosecco Preparation: Add above ingredients (except Prosecco) into a shaker filled with ice and shake vigorously. Uncap and add Prosecco. Double strain into a chilled coupe glass and garnish with a dehydrated/baked pear slice.

Flippin’ The Bird Created by Travis Carter, General Manager of Harvest by The Patio (San Diego)

Top mixologists from around the country choose this season’s must-have cocktails. By Jeremy LeBlanc

1 ½ oz Amaro Nonino ½ oz pressed lemon ¾ oz charred pineapple and vanilla tea ½ oz honeycomb 1 quail egg Preparation: Combine all ingredients in a shaker tin and double strain into a retro coupe. Top with fresh grated nutmeg and garnish with a pineapple leaf.

and know exactly where it came from.” This craft evolution serves up healthier drinks to consumers, who’ve become much more educated about what goes in their bodies these days, and cocktails are no exception. This collection of mind-blowing seasonal concoctions are perfect examples of what top mixologists around the country are creating for their bars this season. After 17 years in the bar biz, Jeremy LeBlanc currently designs cocktail menus and consults for bars internationally. He has published three craft cocktail books, including The North American Whiskey Guide From Behind The Bar and is trained and certified by the prestigious Academia Mexicana del Tequila. He has acted as Senior Bartender/Mixologist for San Diego’s ALTITUDE Sky Lounge and restaurant/nightclub Parq. He is president of TIN PLAY Precision Pour Flair Tins, LLC.

La Marquita November 2016 Bar Business Magazine


The Tiger Mistake Created by Manny Gonzales of Horizon Beverage, Signature Brands Division (Norton, MA) 1½ oz Henry Russel Malaysian Lime Gin ½ oz Fruit Lab Ginger Liqueur ½ oz simple syrup 1 whole lime Top with Fever-Tree Premium Indian Tonic Water Preparation: Add gin, ginger liqueur, simple syrup and pressed lime juice into a mixing glass and shake vigorously. Pour into smoked glass, top with tonic and garnish with a charred Malaysian lime leaf.

Far South of the Border Created by Carlos Ochoa of Mezcal El Silencio & Herringbone (San Diego)

Oaktown Gintonic

RECIPES La Mariquita Created by Jeremy LeBlanc & Christine Dionese, authors of The Best Craft Cocktails & Bartending with Flair 1½ oz Gentlemen Jack Whiskey 1 oz red cranberry juice 2 oz homemade rhubarb syrup* 2 tsps pomegranate seeds Preparation: Combine ice, whiskey, juice and syrup to a bar shaker. Shake vigorously for a count of 15, strain and pour into a cocktail glass. In your glass, add seeds and stir for 10 revolutions. Serve and suggest guest notes flavors at the first and last sip. *Homemade rhubarb syrup 2-3 small stocks of chopped rhubarb 1 cup cane sugar 2 cups water ¼ tsp cinnamon ¼ nutmeg ½ vanilla bean pod

2 oz Mezcal El Silencio 1 oz peach puree ½ oz agave syrup 1 oz lime 1 sprig of tarragon Preparation: Add all ingredients into shaker with ice, shake vigorously, fine strain into coupe glass. Garnish with tarragon.

Winters Paradise Created by Jeremy LeBlanc, co-author of The Best Craft Cocktails & Bartending with Flair 1½ oz U4rik Premium Vodka 1 oz Vanilla Monin Syrup 3 ripened cranberries 3 wedges of lime 4-5 mint leaves Seltzer water Preparation: Put cranberries, lime wedges, vanilla syrup and mint leaves in a shaker tin. Muddle ingredients until all juice has been extracted from fruit. Fill a pint glass with ice, add vodka, and fill with seltzer. Garnish with sugared cranberries and mint.

Combine ingredients in a small pot, bring to boil, and reduce heat to a simmer. Simmer 5-7 minutes then let cool completely and strain ingredients.

Oaktown Gintonic Cocktail created by Jonathan Fong of Elixir (San Francisco) 1½ oz Oakland Spirits Company No.5 Gin ½ oz St. George Pear Brandy 1 oz Top Hat Provisions Tonic Syrup 2½ oz soda water Preparation: In a mixing glass, add all ingredients except soda water and fill with ice. Shake lightly to mix and strain into a tall glass over ice. Fill with soda water and stir to mix thoroughly. Garnish with a spoon of mixed dried lemon peel and juniper berries and a slice of fresh pear. 28

Winters Paradise

Bar Business Magazine November 2016

November 2016 Bar Business Magazine




RENO Boston CHICAGO Las Vegas Los Angeles MIami

Reno Bimini Steakhouse

Biggest Little Bar Scene In The World

Aided in part by the nearby ‘nouveau hippie’ art festival Burning Man, Reno is drawing similarly adventurous drinkers to its unique bars, and stepping out of the shadow of Las Vegas. By Elyse Glickman 30

Bar Business Magazine November 2016


f you wind back Nevada’s clock to the early-to-mid-20thcentury, you can forget “Vegas, baby,” because Reno was the city that definitively captured the spirit of the state’s gaming, glitz, glamour and pure spectacle. When miners and other settlers struck it rich, Reno is where they headed to see if they could extend their winning streak, forever sealing Nevada’s notoriety as the armpit of America’s gaming. Starting in the ‘30s, the sands and fortunes shifted from the north to the south after Las Vegas got its first gambling license and mobster Bugsy Siegel built the fabled Flamingo Hotel & Casino. Pulling focus from the bright spotlight of excess further south, pleasure seekers around the world instead flocked Reno became known for being a second stop ride away from a point of departure for Tahoe ski weekends and quickie divorces from quickie Vegas mariages. Although the 2008 recession affected both cities profoundly, the winds of change prompted some of Reno’s biggest and most ambitious developers and owners to take their biggest risks to reinvent this “Biggest Little City” by 2016.

whiskey program. We’ll also be bringing that same spirit of innovation as we revamp (seafood restaurant) Oceano’s bar menu, working with Amy Bender of Kai Vodka to create a specialized menu including beautiful martinis with light flavors harmonious with our sustainable seafood dishes.” In a genre of venue not known for staying on top of trends, Martinez points out the Peppermill’s management was open to following bar trends, and is one of the only properties in town squeezing fresh juices every day. “While Reno has always been thought of as a place stuck in this little bubble, it’s important for us to stay with the trends, for both our locals, and for people coming in from other parts of the country,” she says. For those just discovering what Reno is about, she sees Peppermill’s bars as the entry point to the local scene. From there, she says guests will then go on to Death & Taxes, Chapel and the other places in the city’s Midtown neighborhood credited as places where Reno’s craft cocktail scene was forged.


Scoring That Winning Hand Several Reno bartenders and owners we chatted with credit the city’s dramatic changes in the past five years to an influx of young artists, entrepreneurs and tech businesses taking advantage of the state’s tax breaks and reasonable cost of living. Major companies like Tesla and Apple are leading the way in terms of businesses large and small seeing the city in a new light. This means an increasingly diverse mix of customers with a broader spread of tastes and interests. “In the last five years, there’s been a real transition as well as a great sense of optimism,” observes Matt Johnson, brewer and co-owner of IMBIB. “A big part of it has been that our local economy has also changed quite bit in that we are now seeing a lot of true entrepreneurship. For example, we grew from four independent breweries seven years ago to about 15 now. I like the fact that we’ve become a town known for its great craft beer, good food and outdoor recreation, separate from the (old gambling town image).” Ryan Harris, bartender at the cheerful distillery/brewery/ restaurant hybrid The Depot believes bar culture, became “something special and meaningful” around 2008-2009. In that context, hotel Peppermill Reno was ahead of the curve…by about four decades. The storied property began as a humble coffee shop and grew into a lavish AAA Four Diamond resort known for its elegant and elaborate food and beverage program. Ilona Martinez, the property’s lead bartender, has succeeded in the formidable challenge of having something for every patron, from the trend-savvy big city visitor to locals from various walks of life looking for a staycation-in-a-glass. “While we focus on the classic cocktails at our steakhouse Bimini, I consider the bar at Biscotti’s to be my mixing lab where I put together more inventive cocktails,” says Martinez. “Here, we create a lot of ice cream creations, as well as a lot of sweet syrups and other cool stuff. Terrace Lounge, our whisky bar, is where we do serious craft cocktails to accent our

Midtown, Downtown, Boomtown. Michael Moberly, the Spirits Program Director at Whispering Vine Wine Co., could be described as one of the godfathers of Reno’s bar scene, having worked most of his adult life in the bar industry and generating a buzz for himself at Death & Taxes. During his career, Moberly oversaw Chapel Tavern, Craft Wine & Beer, and Death & Taxes laying the groundwork for other bar owners to be able to order the spirits and ingredients they wanted, pull in better quality products and prove they could achieve volume sales even in environments that were ‘craft’ in concept (as opposed to high volume sales in casinos). “I never really wanted to leave, as the Reno scene and the city in general is all about that ‘Wild West’ attitude of, ‘if it isn’t here, let’s build it,’” he affirms. “The people here are what also make the Reno bar scene what it is, and it’s a small enough community that together we’re able to make an impact by just working hard and being ourselves.” At Whispering Vine, Northern Nevada’s oldest independent wine store-turned-bar-destination, Moberly wears many hats. He directs activities in the spirits and wine tasting rooms, November 2016 Bar Business Magazine




RENO Boston CHICAGO Las Vegas Los Angeles MIami

The Depot Craft Brewery and Distillery

Watermelon Crush teaches a variety of trade and consumer bartending classes, and designs different cocktail programs for all three locations. Even with that breakneck schedule, he still keeps tabs on what’s happening in town—and is happy to report it’s all good. “No matter where I’ve gone, I have seen handmade ingredients replace bottled juices and syrups in all kinds of locations throughout Reno,” he says. “What’s great about Reno is that we have this identity of ‘do-it-yourself.’ We see a lot of locally-grown ingredients being used, especially as DROPP 32

(Direct Regional Organic Produce Program), our food co-op has been especially supportive in making sure fresh ingredients could be supplied to the bars in town.” While Michael was at Liberty Food & Wine Exchange, in downtown’s Riverwalk District, sampling some of bartender Micah Burke’s cocktail ideas for fall, Burke weighed in on what he found inspiring about Reno’s bar scene. “It’s become more about innovation rather than standard cocktails,” Burke said. “Bartenders are working to take their own skills and menus to the next level, from their interpretations of classic cocktails to taking full advantage of what’s available in Nevada and nearby Northern California. After having worked in other cities in Chicago, San Francisco and New York, I believe our scene is more fun, lively and inspiring than in many of the cities I have worked in.” Just across the street from Liberty, Sierra Street Kitchen has experienced a strong start following its summer 2016 opening. Co-owner Nicole Bruso credits the establishment’s rapid ascent to its partners doing their due diligence, knowing what they wanted as customers, and figuring out their own distinctive niche in the Reno market: Small plates, big flavor. “When going out to eat, we’ve always enjoyed (concepts with) small plates and easily made, but well-crafted cocktails with good ingredients,” she details. “After visiting a number of bars across the country, we knew there was a market for the kind of cocktails we wanted to create everywhere, cocktails

Bar Business Magazine November 2016

that were interesting and delicious but would not take 15 minutes to make. To achieve our goal, we do own infused vodkas and will start infusing rum and bourbons.” Bruso notes she was drawn to the city’s eclectic residents and visitors, as well as the arrival of major urban renewal projects, new tech businesses, the arts community (boldly represented nationally by the annual Burning Man festival), and the Downtown casino visitor looking to get out and experiencing something local. For these reasons, Sierra Street Kitchen’s format makes it possible to offer something for everybody on the drink menu, especially food friendly creations such as the Beet Martini and Watermelon Crush that will pair up with share plates like the Ahi Tartar, Steak Tartar, Oyster Rockefeller, Seared Scallops, and Tomato Caprese. In contrast to the neighboring and recently opened Sierra Street Kitchen and Liberty Food & Wine, Jungle Cafe & Barroom has been a standby for more than a decade. However, owner Matt Polley asserts he is thrilled that Jungle Bar is part of the rising wine, beer, craft spirit/cocktail and foodie scene in Reno. “Pairing our locally roasted coffee and espresso and with our signature cocktails cultivates a nice experience to the downtown bar scene for tourists and locals,” says Polley, owner, who’s establishment also offers local craft brews on tap and a weekly wine tasting. “We are seeing business owners really work together to focus on integrating our local ingredients and develop one-of-a-kind cocktails like Wild River Grille, Chapel, 1864, and Pignic Pub & Patio. At the same time, we are seeing breweries launch beers that are a throwback to our past such as Tahoe beer by Brewer’s Cabinet. Larger breweries such as Silver Peak and Great Basin are expanding into breads, soups and everything in between allowing those brands to cross promote with our downtown restaurants.” IMBIB’s Matt Johnson is also a big proponent of inter-bar and restaurant collaborations. He notes several IMBIB craft beer handles were installed at several cocktail bars for customers who prefer beer or want cocktails that include beer in the recipe, and that IMBIB has been part of various gastronomic events like Reno Craft Beer week, where lots of interesting cocktail and food collaborations take place. “We are working towards a common goal of putting Reno on the map with our food and drink,” says Johnson, whose venue is noted for its Belgian brewing traditions and barrel aging. “It’s a home-grown movement that fortified the growth of several restaurants, bars and breweries. The creativity and entrepreneurship going into these emerging businesses has been a source of local pride for us. When our economy began to change several years ago, several people stepped up and filled in the gaps that the old casinos left behind. It’s an end product of a decade worth of visionary thinking of locals, and now that vision has taken shape. It’s important for all of us to provide people a reason to visit Reno beyond gambling.” “I was taught early in my career that if one ship rises, all

the ships will rise,” says Ryan Harris, Bar Manager at The Depot Craft Brewery and Distillery, a cheerful, airy bar with a mid 20th century ambiance that, thanks to their in-house production of gin, bourbon, rye and whiskey, are also heavily involved in local gastronomy events and cocktail competitions that unite foodie consumers and the bar community alike. “In Reno, people in this industry are pioneers. We are creating this path, and it is great when people in the industry (from other places) give you positive feedback. What makes us unique is that everything here is handmade from scratch and from the ground up--from the beer spirits to the syrups, tinctures, and other components. My goal is to create cocktail lists that balance our versions of the classics using our spirits, with several original ideas. This allows me to introduce a cocktail layperson to something classic and, later, offer them something exciting out of their realm.” Moberly sizes up the ongoing Reno vs. Vegas comparison this way. Rather than compete with the large corporate entities dominating the “Strip,” Reno’s bars compete each other directly. However, camaraderie connects the bars and this provides a support system that has helped propel Reno’s momentum. “There’s the settlers’ mentality that if we don’t do it together, nothing will get done,” says Moberly. “People share stories, ingredients, techniques and it’s a very warm community when it comes to that. We believe competition breeds greatness, and we want to raise the bar for one another.”

The Peppermill Mule

November 2016 Bar Business Magazine


Holiday Happenings

3 DECEMBER 3: NATIONAL ROOF OVER YOUR HEAD DAY Drink up to the classic Overbearing Dad catchphrase today and, hey, maybe donate to some people not lucky enough to have one over theirs, ya ingrate!








83 years ago, the US repealed the 18th Amendment, shutting down Al Capone’s nationwide liquor chain “The Chicago Outfit” so you could hold a drink in your hand today. So, get in the tub and drink up!

A “bizarre day” with “no documentation” or “known origin”. So make one up and then go out and— HEY, are you even listening right now??

Celebrate yourself! But stay ever vigilant to constant ding-alings here and abroad. Remember: If you ling something, ding something.




14 DECEMBER 14: INTERNATIONAL WORLD MONKEY DAY New cocktail alert! Gorillas in the Mist: smoked tree bark and tea leaves, gin and _______ (you decide). Garnish with a banana peel, the original Planet of the Apes and juuust a fleck of poop.







Watts that you say? You’re in the dark on this important holiday? Well, let us shed some light on it by reminding you to always keep one around.

Remember: The deck can never be stacked against you if yours was never full. Also, a good reminder to visit a grandparent or any random senior you can find on the street.

A whole day for Gwenyth’s Iron Man character Pepper Potts? Oh no, it’s actually Revolutionary War–era tripe soup. Regardless, most of us have now moved past consuming both.

(FKA Vegetarian Kryptonite Day) Host a party serving bacon in as many forms as possible. Then send us all successful cocktail recipes!

Is today a holiday? I think so. I mean, not like, officially. So maybe not. But people do celebrate it…so I’m not really sure. I’ll ask around and get back to you...


Bar Business Magazine November 2016

December 3: Shutterstock/romakoma, December 5: Shutterstock/Africa Studio, December 8: Shutterstock/ Bohbeh, December 12: Shutterstock/ lassedesignen, December 14: Shutterstock/ l i g h t p o e t, December 21: Shutterstock/ LooksLikeLisa, December 28: Shutterstock/ charles taylor, December 29: Shutterstock/ Tinseltown, December 30: Shutterstock/ Timolina, December 31: Shutterstock/ Nomad_Soul


Index of Advertisers Company

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Agave Loco LLC (RumChata)


AMI Entertainment Network


Harbourtouch CA


Heineken USA


McCormick Distilling


Perlick Corp




Inventory Companies


Glenlivet Single Cask Edition

Jack Daniels Single Barrel

Narragansett Beer

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

November 2016 Bar Business Magazine


Inventory Diamond In The Crown

Tequila De Los Muertos

Crown Royal recently introduced its newest offering, Crown Royal Vanilla Flavored Whisky, a blend of hand-selected whiskies infused with the rich flavor of Madagascar Bourbon Vanilla. The result is a unique whisky bursting with vanilla flavor and Crown Royal’s superior smoothness. A versatile drink for all seasons that tastes great when mixed with sodas (for a vanilla take on hard sodas), used to create a Vanilla twist on classic cocktails (like a Vanilla Old Fashioned and Vanilla Hot Toddy) or just simply sipped on the rocks. We’ve also partnered with the teams at Hella Company and Cocktail Courier to create unique custom cocktail kits. For more information please visit

In celebration of the Mexican holiday, Dia de los Muertos, Jose Cuervo Tradicional is launching an exclusive, limited-edition bottle. As the first 100% agave tequila created over 220 years ago, Jose Cuervo is embracing Day of the Dead to pay tribute to Mexico’s rich cultural heritage. Typically observed on November 1, the twoday festival honors deceased friends and family with spirited festivals, elaborately decorated altars and festive food and drink. The new bottle design features a traditional Day of the Dead skull, which is the graphic icon of the holiday that is often decorated on faces and used on traditional altars erected to honor the spirits of loved ones. Jose Cuervo Tradicional is the original recipe created by José Antonio de Cuervo himself and remains unchanged after over 220 years. Tradicional is distilled from 100% blue agave and aged for two months in oak barrels at the brand’s home of La Rojena, in the town of Tequila, Mexico. Tradicional’s rich heritage, intricate production and smooth, complex taste have made it the best-selling premium tequila in all of Mexico. Jose Cuervo Tradicional limited edition Day of the Dead bottle is available at stores nationwide for $29.99 MSRP.

Legends Never Die

Still Waters Run Deep

With the holidays around the corner, you've probably started mapping out gift guides to friends and loved ones. Well, if there’s still room on your lists, Belvedere Vodka has just revealed our new limited edition bottle that updates our iconic bottle design with a uniquely Belvedere (RED) touch. In support of Belvedere’s partnership with (RED) #makethedifference campaign ambassador, musician John Legend, they've collaborated with celebrated South African Ndebele artist Esther Mahlangu to design the colorful and bold bottle, inspired by the campaign’s four values: security, support, change and unity. For every bottle purchased, 50% of the proceeds go towards the fight against AIDS. This makes for an ideal way to give two gifts at once this holiday season: pleasing an LDA pop music lover, while also making a difference to a worthwhile charity at the same time. Belvedere (RED) retails for $40 (750mL), $50 (1L) and $71 (1.75L). For more information, please visit


In late-October, Canadian distillery Still Waters sent our new Stalk & Barrel - Red Blend Whisky and Blue Blend Whisky to Washington, DC for a pre-election taste test with Washington’s finest. Handcrafted from the distillery's own Rye, Malt and Corn Whiskies, it’s a perfectly blended, bipartisan offering from America’s best friend, Canada! Ontario’s Still Waters, started by two old friends named Barry—Stein and Bernstein— has won numerous awards over the course of its seven-year small-batch history, including top awards from Whisky Magazine in 2013, two in 2015 and one this year. They’ve created a range of spirits, with their whiskies leading the way, and are involved and personally oversee each and every batch of spirits their distillery produces. And, in case you were wondering, yes, both Donald and Hillary were invited to relax over a wee Canadian dram and participate in a blind tasting to discover their true colors. Stalk & Barrel Whiskies are imported by Glass Revolution Imports, Las Vegas, NV and distributed in DC, MD and DE by PrestigeLedroit Beverage. For more information visit

Bar Business Magazine November 2016


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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.



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