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N OVEM BER • D EC EM B ER 2011 tl

Viva Vodka! 2011 Fall Convention Summary

Glasses. Ice. Coasters. Society.

It’s what you need to do business.

ting the drink specials No matter how friendly the bartender, how temp lete without TRIM comp isn’t just n taver a or how diverse the jukebox, ly serve up some proud we ® ty Socie At ance. coverage from Society Insur ble. And, best of all, of the broadest property/liability coverages availa tavern owners like you. our TRIM program was concocted specifically for ess, swing over If you’re thirsty for coverage made for your busin got on tap. to and check out what we’ve Society Insurance is a corporate sponsor of the Tavern League of Wisconsin:

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NOV/DEC 2011 VOLUME 29, NO. 6

In this issue: Fall Convention Summary

F E AT U R E S 10 Fall Convention Summary It was a great time to “Come Together”

20 SafeRide Report SafeRide Program continues to grow

LEAGUE SPOTLIGHT 22 Langlade County Langlade Tavern League COUNTY


League Profile


24 Thirsty Bear Pub

Viva Vodka!

Business Spotlight

26 Boys & Girls Club of Langlade County

With more than 30% of the market share in the U.S., Vodka rules!

Charity Spotlight


D E PA R T M E N T 4 5 8 28 30 32


Tavern League of Wisconsin

34 35 36 38 41 42


2011 November/December On Premise





CORE™, Fisher House, demonstrate how big the TLW heart can be in 2011





tributing should feel free as this is a very worthy cause. Let’s do our part to help Fisher House.



Our theme “Come Together” was a fine choice for this event as the TLW Membership remains united both as industry partners and as community friends through our continued charity efforts. We invited John Niekrash and Larry McGinn from Children of Restaurant Employees (CORE) to give the attendees a background presentation of the new TLW charity. Emotions ran high as six year old Arthur Schinke and his family were granted a request of a Disney cruise by CORE. Thank you TLW/CORE for helping one of our own right here in Wisconsin.

LEGISLATIVE FEATURED CHARITY On Premise 2011 November/December

As 2011 comes to a close, Terry Harvath, Pete Madland, Scott Stenger, the TLW staff and I would like to extend best wishes to the entire TLW membership and a very prosperous 2012. Just a reminder we are only a phone call away as we remain readily available to the membership.


TLW elections in Appleton have brought a few changes and new faces to your Board. Barb Mercer has stepped down from the Senior Vice President position. I have had the pleasure of working with Barb for several years. I respect her for all that she has done for the TLW, the Madison/Dane League, 2nd District as well as her continued involvement in Madison politics. I will miss her passion and support as she has always had the best interest of the TLW at heart. Congratulations Barb and Bob on your retirement from Pitcher’s Pub. Best of luck!


In addition to CORE the TLW has partnered with Leinenkugels to help fund Fisher House Wisconsin. Dan Buttery and Dick Leinenkugel energized the convention with an explanation of the planned Fisher House in Milwaukee. The new facility will give veterans and their families a place to stay while being treated. The TLW “Medal of Honor” placard program will wrap up by the end of the year. However, any league or individual member that wants to continue con-

As for myself, I am embarking on my third and potentially final term as your President. This job has been a challenge at times. However, it has been made easier because of working with people like Pete Madland, Scott Stenger, the office staff and the TLW Board. Most of all, the job has been easy because of the high level of support you, the members, have given me over the past four years. It is my promise to you that I will continue to represent the TLW with the same passion as I have in the past. Thank you all for your confidence.


Once again Rick Berman from the American Beverage Institute provided a great keynote address to our group. Despite the fact that industry news is not always positive, Rick’s approach was well received. Ignition interlocks should continue to be on everyone’s front burner, especially as research and technology get more advanced. Rick left all of us with several messages to bring home. It’s clear we need to work to change public opinion about returning normalization to consuming alcohol beverages, among other things.


It was my honor to announce Pat Purtell from Terry’s Bar in Oshkosh as TLW “Member of the Year”. Pat has been President of his local league for 20 years. His involvement with local officials and politics as well as raising monies for charities made him an easy choice for this year’s winner. Many thanks to Jake and the Oshkosh League for making the nomination.


their membership goal. As a result they have elected Rich Karrasch from Twin Lakes in Kenosha County to serve as the new 1-year Director. Congratulations 1st District on a job well done! Welcome aboard Brad and Rich—we look forward to your input.


s I write this article we have just concluded our 76th Annual Fall Convention and Tradeshow in Appleton. As in the past, the Radisson Paper Valley Hotel provided a great venue for our event. Congratulations Brad Schinke and the Outagamie Tavern League for hosting another great TLW gathering.



By Robert Swearingen TLW President

Cheers, Happy Holidays!



I am excited to announce that Terry Harvath from the Outagamie League in Appleton has been elected and will now serve as your new Senior Vice President. Terry is no stranger to politics as he has certainly had his share of issues in the Valley. Congratulations on your new position Terry; welcome to the TLW Executive Board!


It is also my pleasure to announce the TLW 6th District has elected Brad Schinke as their new Director. In addition, the 1st District has met




Support those who


support our association


Platinum Sponsors $50,000+ per yEAr





Gold Sponsors $25,000+ per year





Silver Sponsors $10,000+ per year



Bronze Sponsors $5,000+ per year


AFFILIATES SPOTLIGHT SPOTLIGHT Wisconsin Amusement & Music Operators, Inc.

Make sure and thank these groups for their support, and encourage others not on the list to participate. Any business interested in joining should call the TLW office (608-270-8591) for our brochure that lists the benefits of the different categories. Remember “Support those who support us.”

Tavern League of Wisconsin

2011 November/December On Premise


President: Rob Swearingen Senior Vice President: Terry Harvath Secretary: Sue Bonte Lee Treasurer: Tom Dahlen Southern Zone Vice Presidents: Chris Marsicano, Jim Pickett Eastern Zone Vice Presidents: Gene Loose, Dale VandenLangenberg Central Zone Vice Presidents: Lori Frommgen, Robert “Bubba” Sprenger Northern Zone Vice Presidents: Dan Corbin, Pete Olson

Editor: Pete Madland, Executive Director Tavern League of Wisconsin Publisher: Barbara Slack Slack Attack Communications Advertising Sales: Heidi Koch Slack Attack Communications

Sysco-Baraboo has it all!

The Works

Food, Glassware Supply & Equipment & Disposables

Aeroliners • Anti-Fatigue Mats • Appetizers Aprons • Baskets Beverage Napkins • Brats Burgers • Can Liners Cleaning Supplies Cocktail Mixes Mi • Cocktail Strainers • Coffees Coffee Creamers • Cups

Dairy Items • Dining Furniture Dinnerware • French Fries Flatware • Freezers • Fryers Frozen Fruit Purees • Garnishes Glassware • Juice & Drink Bases Glass Portion Cups • Munchie Containers Onion Rings • Pizza • Poultry • Pourers Produce • Seafood • Seasonings & Spices Snack Foods • Sodas • Stirrers • Straws • Sword & Arrow Picks • Tissue • Toothpicks • Towels Warewashing Service and so much more.

With over 12,000 choices, you’re bound to find what you need. 6

On Premise 2011 November/December

Art Director: Ann Christianson Slack Attack Communications Contributing Writers: Pete Madland, Kimberly Ruef, Rob Swearingen, Scott Stenger, Amanda Wegner, Kelly Slack Wolf Printed By: Reindl Printing, Inc. Merrill,Wisconsin On Premise (ISSN #1051-4562) is a bi-monthly publication of the Tavern League of Wisconsin, Inc., 2817 Fish Hatchery Road, Fitchburg, WI 53713, phone: (800) 445-9221. Published by Slack Attack Communications, 5113 Monona Drive, Madison,WI 53716, phone: (608) 222-7630. Printing is by Reindl Printing, Inc., Merrill,WI 54452. For advertising information, contact Slack Attack Communications. Subscriptions included in TLW membership dues; non-member subscriptions: $15 per year. Address corrections should be sent to the Tavern League of Wisconsin Office, 2817 Fish Hatchery Rd., Fitchburg, WI 53713-5005. Second class postage paid at Madison, WI and other additional offices. © Copyright 2011 by the Tavern League of Wisconsin, Inc. Permission to reprint must be secured in advance of publication and credit given to author and On Premise


TAVERN LEAGUE OF WISCONSIN • Co-sponsor of TLW Legislative Day • Underwriter of TLW Video on Jobs & Employment • Provider of Coin-Operated Games at TLW Conferences & Shows to Benefit PAC • Sponsor of the TLW Trip Give-away at TLW Fall Convention & Show • Donor of Large Screen TV at TLW Spring Conference & Show

LOCAL TAVERN LEAGUE PROGRAMS (SafeRide, Golf, Others) • Contributions & support from individual WAMO members • Matching Funds from WAMO to Tavern League Locals • Contributions to SafeRide Program, Golf & Others • Active Participation & Attendance

Wisconsin Amusement & Music Operators PO Box 250, Poynette, WI 53955-0250 T: 608.635.4316 F: 608.635.4327 E: A complete list of WAMO members can be found on the web site. Visit us at

Hosts of the World’s Largest Dart Tournament & the Nation’s Largest Pool Tournament

Tavern League of Wisconsin

2011 November/December On Premise





The New Prohibition


Over the years I have written and spoken of


By Pete Madland TLW Executive Director


the ever growing threat of the anti-alcohol movement taking place in our country. The


neo-prohibitionists are systematically demonizing the very product you sell, legally, on a daily basis and it is taking a toll on your livelihoods. Make no mistake, these people are


against alcohol consumption; period.

Sarah Longwell of the American Beverage

Institute (of which we are members) wrote a great article on the new prohibition move-

ment. Her article brings to light several issues that when combined, add up to the neo-prohibitionists agenda. While only one issue may not be considered a dangerous threat… well, read on: By Sarah Longwell


en Burns’ new documentary, “Prohibition,” is a big hit for PBS - almost four million viewers tuned in last week to see America’s premier documentarian tell the tale of a time when Americans had to know a secret knock just to get an after-work cocktail. What viewers might not realize is that prohibitionists are alive and well today. Decades after the repeal of the 18th Amendment, busybody activists are pursuing policies to make it more difficult for consumers to drink socially and urging governments to use every tool in their sheds to cut down on casual alcohol consumption. Groups like the Robert Wood Johnson Foundation, Mothers Against Drunk Driving, Alcohol Justice, and the Center for Science in the Public Interest (CSPI), among others, are all pursuing misguided policies to make it more difficult for you - the law-abiding grownup - to responsibly enjoy alcoholic beverages. 8

On Premise 2011 November/December

Then there’s the ever-popular alcohol tax, a favorite of revenue-starved state legislatures. We know two things about alcohol tax increases: They do nothing to deter problem drinking (the National Institute on Alcohol Abuse and Alcoholism reported tax increases have no effect on the heaviest five percent of drinkers) and they cost Americans in the already vulnerable hospitality industry jobs.


Policies such as higher alcohol taxes, sobriety checkpoints, lower legal drunken-driving thresholds, restrictions on Sunday sales, alcohol advertising bans, and initiatives to put alcoholsensing devices in all cars as original equipment are touted as solutions to problems such as underage drinking, alcoholism and drunken driving.

Last year, representatives from around the world voted to endorse the World Health Organization’s “global strategy to reduce the harmful use of alcohol,” including a recommendation that governments ban alcohol advertisements. Under the smokescreen that these advertisements are designed to appeal to teens, they want to get all ads off the airwaves, despite the fact that the Department of Health and Human Services found that alcohol ads have no effect on consumption. Market research has shown that limits on alcohol advertisements don’t affect overall alcohol use, just the brands and types of alcohol consumers choose to drink.


But in reality these laws aren’t about curbing alcohol abuses; they’re part of a neo-prohibitionist effort to restrict the consumption of alcohol no matter how moderate. Responsible use of alcohol remains an integral part of American culture. According to annual polls conducted by Gallup, between 62 and 66 percent of American adults consume at least a moderate amount of alcohol every year. Yet despite the popularity and reported health benefits of moderate and responsible alcohol consumption, these activist groups wish to marginalize social drinkers and treat alcohol as an illegal drug. As Burns points out in his documentary, antialcohol hysteria created many disastrous, unintended consequences during the Prohibition era. Modern prohibitionists aren’t faring any better. Take sobriety checkpoints, for example, where police officers set up random roadblocks and check every driver who comes through to see if they’ve been drinking. Groups such as MADD claim that roadblocks promote traffic safety, but they may actually be making our streets more dangerous. Ask any police officer standing at a sobriety roadblock which catches more drunken drivers, checkpoints or roving police patrols. The cop will tell you, perhaps grudgingly, patrols are far and away the best means of getting dangerous drunks off the road, not costly and intrusive checkpoints.

There is not room enough in these pages to outline all of the problems with the very-muchunder-way efforts to install all new cars with sophisticated alcohol-detection devices that would likely prevent the car from starting if the driver has had even a small amount of alcohol. By repealing Prohibition, Americans chose to reverse the only constitutional amendment ever enacted that restricted our individual rights. Yet activists continue to look for new ways to limit or ban alcohol consumption. While they may be unable to ban the production and sale of alcohol outright, the new prohibitionists want to make it harder to enjoy social drinking. Ken Burns’ new documentary is a must-see for those who believe the adage that “those who forget history are doomed to repeat it.” Sarah Longwell is the managing director of the American Beverage Institute in Washington, D.C., an association of restaurants committed to the responsible serving of adult beverages. Contact her at

The 76th Annual Fall Convention and Tradeshow provided a great forum for TLW Members to “Come Together”. The theme “The Industry Unites” was fitting as Members, Affiliates and others all gathered to learn, socialize and vote at this years gathering at the Radisson Paper Valley, in Appleton, WI. The Board of Directors got an early start on Monday morning. Food Service Sanitation Course and Exam was underway as well. The day ended at Waverly Beach. Outgamie County threw a great welcome party. It was a beautiful night to be enjoying the lakefront. Band Vic Ferrari rocked the dance floor as well.

Tuesday morning’s general session provided Members with an inspirational speech by Rick Berman of ABI and also a very touching CORE donation to the family of Brad Schinke. This was CORE’s first Wisconsin donation, sending the family on a Disney Cruise. The meeting ended with a parade of candidates. The afternoon was jam-packed with the Tradeshow and Seminars. Tuesday Night’s Auction and cocktail party welcomed lots of groovy characters. Members were very generous in their bids, raising dollars for the TIPAC fund. The String Benders band wrapped up the party.

Wednesday morning’s General Session included Scott Stenger who spoke about the Concealed Carry Law, which included a question and answer session. Dan Buttery and Dick Leinenkugel gave a presentation about the Fisher House; a home for families of patients receiving care at a military or VA medical center. Next, Representative Dan Knodl spoke about politics. That evening, President Swearingen hosted the Presidents Reception which raises money for the TLW TIPAC fund.

On Thursday morning the Membership was treated to entertainment by stand-up comedian, Steve Hartman. He had the whole group laughing for nearly an hour. A great way to end the week. The votes were also tallied and the new officers sworn in. Finally Outgamie County President’s Reception was held at Brad Schinke’s Kamps Bar.

Tradeshow Exhibitors

B&K Bar & Restaurant Supplies

Bromak Sales

Chambers Travel

Green Bay 7-Up Bottling Co.

Hidden Bay Graphics

Lamers Bus Lines

Modern Cash Register Systems

Precision Pours

Riverside Foods


Tri-Mart Corporation

Tricky Dick & Joyce Specialty

Election Results Here are the election results from October 2011 voting. All offices are for 2 years unless otherwise noted: Senior Vice President Terry Harvath 191 Chris Marsicano 100

The following ran unopposed: President Rob Swearingen

First District Director (1 year) Rich Karrasch 18 JJ McAuliffe 13

Secretary Sue Bonte Lee

Second District Director Terrie Boehnen 11 Dick Story 18 Fifth District Director (1 year) Tom Dorsey 35 Harlon Wright 9 Eighth District Director (1 year) Jim Seliger 39 Paul Werner 6 Yes No

Resolution Changes 264 29

Treasurer Tom Dahlen Southern Zone Vice President Chris Marsicano Southern Zone Vice President (1 year) Jim Pickett

1st District Director Dennis Salverson 2nd District Director (1 year) Steve Hepp 3rd District Director Dan “Tuna” Frisch 3rd District Director (1 year) Todd Giraud 4th District Jim Klabechek 5th District Director Ray “Bear” Bruch 6th District Director Judy Vandenhouten

Eastern Zone Vice President (1 year) Dale VandenLangenberg

6th District Director (1 year) Brad Schinke

Central Zone Vice President Robert Sprenger

7th District Director Sally Jo Birtzer

Central Zone Vice President (1 year) Lori Frommgen

7th District Director (1 year) Rob Summerfield

Northern Zone Vice President (1 year) Dan Corbin

Congratulations to our Member of the Year for 2011, Pat Purtell of Terry’s Bar in Oshkosh

8th District Director Erin Farrar 9th District Director Robert Grosch

on the coVer

By Amanda N. Wegner

Viva Vodka! With more than 30% of the market share in the US, Vodka Rules. “No matter how much buzz we might be seeing for tequilas or single malts, at the end of the day, vodka is the real workhorse for the industry and that isn’t going to change anytime soon,” says Andrea Conzonato, Chief Marketing Officer of Gruppo Campari, which owns SKYY Spirits. “Vodka is an equal opportunist. No matter what consumer segment you are in, vodka can play a role in your life. Vodka is the Swiss Army knife of spirits.”

Across the globe, vodka is one of the biggest spirits categories in the world and has seen constant growth over the past ten years, particularly in the premium and flavored categories. Today, consumers have a strong desire for unique, innovative and bold-flavored cocktails and they are more willing to experiment with new flavors and new cocktail twists. The growing brands in the segment, says Conzonato, “appear to be ones that draw upon lifestyle and other consumption trends.” With all this growth, a strong vodka showing on your back bar is important. Here are some updates in vodka trends, as well as tips for maximizing your vodka offerings from pros that know.


On Premise 2011 November/December








three LEAGUE oliVes, PROFILEproximo “Consumers are constantly pushing the bounds AFFILIATE MEMBERS on what is expected…” says John Niekrash.

ACCOUNTING HELP So let them drink cake. CORPORATE Niekrash is Vice SPOTLIGHT President-On Premise at Proximo Spirits, a TLW Corporate SponFRONT RAIL sor, which carries a number of vodka lines, LEGISLATIVE NOTESVodka, an importincluding Three Olives ed English vodka that recently rolled out FEATURED an innovative AFFILIATES flavored vodka that tastes like birthday cake. CHARITY


“Three Olives is best known for its remarkable BUSINESSin flavored SPOTLIGHT innovations vodka. These stunningly delicious flavors — Bubble, Rangtang, Cherry and Grape — have made Three Olives one of the top-selling flavored vodkas in the u.S. The newest innovation is Three Olives Cake, which combines imported English vodka with the delicious taste of birthday cake.” As consumers search for new taste experiences, they’re driving a lot of growth in the flavored vodka segment. Tavern owners can and are responding to this by increasing their offerings in regards to increased flavor choices and unique ways to enjoy the new creations. Like many of our pros, Niekrash recommends keeping a bar stocked with an array of vodkas. “Vodka represents more than 35 percent of the total spirits market; it moves and turns fast. A diverse line of vodkas helps taverns keep their inventory moving and productive by giving people what they want… A broad line allows them to offer a variety of creations

Tavern League of Wisconsin

with a brand they know and trust.” Because many of the new vodkas are flavors that people haven’t heard of or don’t expect, it might take a little education. Niekrash recommends drink menus using new and different flavors to help consumers understand how best to enjoy a new flavor. Additionally, CLASSIFIED ADS specials and sampling will help NEW patrons MEMBERS get past any initial doubts they may have about a PRESIDENT’S PERSPECTIVE new flavor or specialty drink.”




LEAGUE PROFILE sKyy VoDKa While the company’s flagAFFILIATE MEMBERS ship SKYY Vodka just scored

ACCOUNTING a 94 rating in WineHELP Enthusiast, SKYY Vodka, a TLW CorSPOTLIGHT porate Sponsor, is continuing on its RAIL quest to be one FRONT of the most innovative and LEGISLATIVE NOTES trendsetting vodka brands in the world. The company FEATURED AFFILIATES offers its line of all-natural Natural SKYY Infusions, CHARITY SPOTLIGHT which boasts nine flavors: BUSINESS SPOTLIGHT Citrus, Raspberry, Grape, Cherry, Passion Fruit, Pineapple, Ginger and the recently released Dragon Fruit and Blood Orange.


“We are extremely happy with the positive reaction we’ve seen in the marketplace for our new SKYY Infusions Dragon Fruit and Blood Orange, which were launched earlier this year,” says Andrea Conzonato, Chief Marketing Officer with Gruppo Campany, SKYY’s parent company. “We have always prided ourselves on introducing innovative flavors that are both relevant and trendsetting. Rather than simply chasing new flavors, we created an all-natural vodka that gives bartenders a new reason to recommend SKYY Vodka. Blood Orange and Dragon Fruit are perfect examples of this innovation and our success in the market with this approach.” When consumers go to a bar, they are happy to experiment when it comes to flavors, but they are much more hesitant to experiment when it comes to brands, says Conzonato. “They want to know that their hard-earned money is going to buy something of quality which is why they might shy away from brands they have never heard of before. They also don’t necessarily want

a selection of 100 different vodkas to choose from because calling for a drink should be a quick and easy process when you stop by your favorite bar.” He recommends that taverns carry a diverse but smart vodka line that speaks to consumer interests. The choices should be relevant, unique and offer a great quality vs. price ratio. SKYY fits that bill. “It’s in the tavern owner’s best interest to offer a wide variety of vodka flavors in order to keep up with consumer demand and stay relevant in the ever-changing market landscape. However, having too many vodka brands can actually be a detriment in some cases. Bars don’t have unlimited shelf space and bartenders don’t want to hunt for a brand every time they are making a drink. So we recommend having a broad assortment of flavors, like we do with All Natural SKYY Infusions, which give consumers that choice, without overwhelming them or the bartender.”

smirnoFF Since the word “vodka” is said to be derived from the Russian word for “water,” it only makes sense that good vodka should mimic its namesake. “Smirnoff 80 proof vodka meets the true criteria of vodka — tasteless, odorless, colorless — which means it’s perfect for any drink, given you will taste the flavor of the mixers and the vodka will not overpower the drink,” says Jerry zavorka, General Manager — Crown Division of Capitol-Husting Co., Inc. Capitol-Husting, a TLW corporate sponsor, is a Milwaukee-based wine and liquor distributor. “If your vodka has a poor taste, that will translate to the mixed drink — nothing masks a poor-quality vodka!” Capitol-Husting distributesseveral other vodka brands as well, including Grey Goose, Rehorst Vodka, Van Gogh Vodka, Godiva Chocolate Vodka, Moon Mountain “Organic” Vodka and Rokk Vodka, new from Sweden. Even with the No. 1 selling vodka in the world, Smirnoff isn’t one to rest on its laurels. Just last month, the company added two more flavored vodkas to its lineup: Fluffed Marshmallow and Whipped Cream. ...continued on next page 2011 November/December On Premise


ViVa VoDKa!

...continued from page 17

Smirnoff has a diverse line of more than 20 flavored vodkas, perfect for martinis and bomb drinks. Smirnoff Cherry Vodka is on fire, reports zavorka, lighting up bomb shots. Citrus and Orange flavored vodka are on an upward trend and perfect for martinis, as is the line’s Pomegranate flavor. Smirnoff’s Vanilla flavored vodka is hot as well and makes for a good chocolate martini base.

staff on those brands. Premium, super premium and well pricing tiers will help set selection that is diverse enough to suit patrons’ needs while keeping inventory under control Because vodka is such a key ingredient in so many mixed drinks, zavorka suggests bars use a premium vodka on the rail. “Premium vodkas only cost a few more cents per ounce, but often retailers can charge $0.25 to $.50 or a little higher based on having a quality premium vodka like Smirnoff in the rail versus low-quality, lowpriced vodka,” says zavorka. “… it also sends customers a quality message about your drinks, which also implies quality food, too. If all you pour is cheap vodka, what kind of food do you offer?”

A diverse vodka line, says zavorka, is good for taverns, but it’s important to strike a balance that’s good for your bottom line. “You need a bit of a diverse selection based on price and flavors to meet the demands of consumers. However, owners are also conscious about inventory control, so having a large selection can have some disadvantages.” Additionally, having too many vodkas can often be difficult for the staff to fully understand and thus can hurt their ability to sell if they don’t know enough about them or cannot readily recommend them to customers.

tito’s hanDmaDe VoDKa When you’re on to something good, why change it? Such is the case with Tito’s Handmade Vodka. Hailing from the Lone Star State, this vodka has been handmade by Tito Beveridge, a geophysicist, for 15 years. It is distilled six times from corn in copper pot stills Beveridge built himself at the state’s first legal distillery in Austin, Texas. It has won countless awards

“Premium vodkas only cost a few more cents per ounce, but often retailers can charge $0.25 to $0.50 or a little higher based on having a quality premium vodka like Smirnoff. … It also sends customers a quality message about your drinks, which also implies quality food, too. If all you pour is cheap vodka, what kind of food do you offer?” — Jerry Zavorka For instance, don’t stock six or seven citrus and raspberry flavored vodkas; instead, pick a few based on price and quality and educate 18

On Premise 2011 November/December

cluding wheat, potatoes, even grapes. Tito’s Handmade Vodka is made from 100% corn, so it’s naturally gluten-free and a good choice for drinkers with allergies or sensitivities to gluten, a common allergen. While the company sees flavored vodkas trend in and out, Tito’s prefers to educate tavern owners and patrons on infusing Tito’s Handmade Vodka to be sure that flavors and colors are purely natural and fresh. In fact, Tito himself shows you how to make some infusions with his vodka at “Tito’s Handmade Vodka can hold up warm and straight against any vodka. Most people like it so much, they don’t mix it with anything flavored, so Tito’s and soda, Tito’s and tonic, or a Tito’s Martini are wildly popular,” says Beth BellantiWalker, Marketing/Creative, Tito’s Handmade Vodka. “Infusing Tito’s vodka will bring in natural flavor combinations to build mixology cocktails on.” “Tito’s Vodka is a world-class vodka at an affordable price,” says Bellanti-Walker. “Tito puts all his investment into the vodka and not a fancy bottle and passes on the savings to consumers.” But you have to have bartenders who know their stuff; a bartender who knows vodkas’ qualities is the best selling tool. “Tito himself has an incredible story of how he got into the business and how he makes his vodka. It inspires people daily and comforts people to know that a real person is taste-testing the vodka every day to make sure it’s always as smooth as can be.”

Source list: Capitol-Husting Co., Inc. Jerry Zavorka General Manager-Crown Division 12001 W. Carmen Avenue Milwaukee, WI 53225 414-353-1000 • Proximo Spirits 800-837-8452 • SKYY Spirits Erik Schultek, Division Manager, Wisconsin/Minnesota 608-291-2344 • Tito’s Handmade Vodka

like the Double Gold Medal unanimous Judge’s Decision at the World Spirits Competition. Vodka can be made from many different bases,

Where You Belong! 2916 Church Street PO Box 179 Stevens Point, WI 54481 715.344.8383 800.675.5137 Representing:

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CALL 1-800-435-2816 FOR TLW DISCOUNTS!

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TAVERN LEAGUE SAFERIDE PROGRAM CONTINUES TO GROW The Tavern League of Wisconsin is pleased to announce that participation in its SafeRide Program continues to grow. The new numbers show 65,042 free SafeRides were given last year, up 2,684 from the previous year. The increase is in despite of a decline in business being experienced throughout the state at on-premise establishments. The Tavern League of Wisconsin works with the Department of Transportation to administer the SafeRide Program. It exists to provide free rides home to tavern customers who may feel too impaired to drive. Currently 54 local tavern leagues maintain programs in their communities. The program originated in 1985 and began to receive state funding in 1999. Usage by patrons has increased every year. Last year, over 1600 Tavern League members participated in the program. The cost of the program last year, which is funded by a surcharge on all OWI convictions and fundraising efforts of local tavern leagues, was $748,563. “The work our people do to administer and maintain this program is phenomenal”, says Tavern League of Wisconsin President, Rob Swearingen. “It is not safe to drive while impaired and SafeRide is a tool to prevent that from happening”, says TLW Executive Director Pete Madland. “We are proud to claim ownership of the premiere SafeRide Program in the country.” For more information go to

“The work our people do to administer and maintain this program is phenomenal. We acknowledge and appreciate their efforts.” —Rob Swearingen, Tavern League President

20 Celebrating TLW On Premise 75 2011years. November/December

1 2010 November/December On Premise


No. of Riders

Cost of Rides

Average Cost


% of Membership







Total Cost

































































Eau Claire







Elkhart Lake







Fond du Lac














Greater Northwoods







Green Lake Area




























Kenosha City







Kenosha County













La Crosse






614.00 54,558.46























































































































Racine City







Racine County
























































Washington County













4,299.50 1,528.50


Waupaca County





















$8.50 avg


40% avg

2 OnLeague Premiseof2010 November/December Tavern Wisconsin

1,769.75 14,840.20


21 2011 November/December On Premise



Langlade County Tavern League






Langer believes that support for the state organization is critical as well. “If there’s a question I can’t answer, I make phone calls. If another local can’t help me out, I can call the state office. I almost always have an answer well within the hour.”


The Langlade County Tavern League knows how to get things done. Just look at the numbers. In 2010, the Langlade County Tavern League donated over $438,000 to 17 different causes or organizations. “We’re a very community-focused Tavern League,” says Langer. “We gave to a community Christmas dinner, a lot of medical fundraisers, Goodwill; you name it, we donate to it. All our members are great at helping out.” To put

LEGISLATIVE FEATURED Langer is a nine-year veteran of the tavern industry and the Tavern League. When he opened his bar, the President at the time talked Langer into being the League’s Sergeant-at-Arms. “I didn’t know a lot about Tavern League at the time, but the board members were a tremendous help.”


The board members continue to be helpful today. There was significant turnover in the Langlade County Tavern League board earlier this year; Langer moved into the position of President and five new members came on; but the board remains strong. “The board members have a very strong relationship with one another and the members. I think that’s part of what helps us do so well for ourselves. I spend at least three or four hours on my days off, working to keep everyone on the board informed of what’s going on.”



On Premise 2011 November/December



eventy-five years ago, on November 12, 1936, the Langlade County Tavern League held its first meeting at the Elks Club in Antigo; 14 members were present. Eric Langer, President of the Langlade County Tavern League and Owner of Antigo’s Beer 30, is marking this milestone by hosting a 75th anniversary celebration on November 7th. Every Local League in the state is invited, and Langer and his board hope to have at least 200 people in attendance. “We are working extremely hard on the 75th,” says Langer. “We’re trying to make it a more elegant event, a true celebration. Seventy-five years is a big mark, and I’m proud to be a part of it. Hopefully, I’ll be a part of the 100th as well.”

President of the county league, he learned the league wasn’t raising enough money for the program to qualify for matching funds that were available, so they added SafeRide-specific fundraisers.


We have representation in Madison at the Capitol and in Washington, D.C. I feel that’s very important; just reading the newspaper or watching TV will not keep us informed of all the rules and regulations they’re trying to pass. If something’s going on, the State League will let us know about it and what we can do.” The Langlade County Tavern League currently has 55 members and is continuously recruiting, going on two membership drives each month. Additionally, the league has evened out mem-

“We gave to a community Christmas dinner,


a lot of medical fundraisers, Goodwill; you name it, we donate to it. All our members are great at helping out.”

— Eric Langer, Owner of Antigo’s Beer 30


that $438,000 in perspective, that’s $22 for each person living in Langlade County. “Our county is very widespread with a lot of needs. We work hard to meet as many as we can,” says Langer. “It could be the smallest need, it could be the biggest; we just try to tackle each task, one step at a time.”

bership responsibilities; they now have two chairpersons instead of one. “Membership puts a lot of weight on one person’s shoulders,” says Langer. “We realized we needed to spread that responsibility out.”


One regular fundraiser of the Langlade County Tavern League is an annual June golf outing; this year’s event was a great success with almost 100 golfers. Another is the annual Cupid’s Caper, always held the Monday before Valentine’s Day. It includes a dinner and dance event, raffles, 50-50 drawings and other fundraisers during the night. Some of the money raised goes to the league’s SafeRide Program. When Langer served as Vice

Even if their road trips don’t result in new members, Langer says people are always willing to listen. “If we can’t offer a solution, we just try to help them feel comfortable and let them know that someone is there to listen and that the league would help out.”

A photographic toast to Wisconsin Bar Culture

Tavern League

Portraits of Wisconsin Bars

By Carl Corey, hardcover book: $29.95, ISBN: 978-0-87020-478-4 136 pages, 60 color photos of bars throughout Wisconsin, 9.75 x 9.75 For both individual and resale orders: Contact the Chicago Distribution Center 11030 South Langley Ave., Chicago, IL 60628-3830. Phone: (800) 621-2736 Fax: (800) 621-8476 Email:

Tavern League of Wisconsin

2011 November/December On Premise



SPOTLIGHT Thirsty Bear Pub


he story behind the name of the Thirsty Bear Pub is as good as the story behind the nickname of its owner, Ray “Bear” Bruch. Located on Langlade County’s Long Lake, Bruch bought the bar in 1975 at the tender age of 27. Built in 1917, this former “house of ill repute” had long been named for the lake it sits next to. “The people I bought the bar from said I should come up a couple weeks early to get to know the ins and outs of such an old building,” says Bruch, who moved north from Kenosha. “One Saturday morning, around dawn, we’re cleaning the bar, and I looked out the windows — the back bar looks over the lake — and there’s a bear drinking out of the lake.” At that point, Bruch turned to the former owner and said, “I’m going to call it the Thirsty Bear;” the former owner didn’t think that was such a good idea. “He said, ‘I wouldn’t do that if I were you.’” But I did. And I’ve never, ever seen a bear drink out of the lake again.” In 1975, Bruch had received a call from his parents, who were staying at his uncle’s vacation property in Langlade County. “My father called and said, ‘You know, Long Lake Bar is for sale,’” says Bruch. “I said, ‘I know.’ Then he put in the kicker: “You know I’m going to be retiring soon, and I want to be up north.” So Bruch and his wife, along with his parents, bought the property the tavern sits on, and moved north; Bruch bought the business. In his retirement, Bruch’s father worked at the Thirsty Bear. A smaller place (capacity is about 35), the Thirsty Bear Pub boasts extensive grounds, in24

On Premise 2011 November/December

cluding a walkway down to the lake, docks, a swimming area with a raft, volleyball courts, and nearby snowmobile trails. The crowd is a mix of locals and part-time residents who own properties in the area. Open seven days a week, the Thirsty Bear Pub has evolved from frozen pizzas and sandwiches nuked in an infrared oven to steaks, ribs, homemade pizza and more. “I went from pizza and sandwiches to a $6,000 Lincoln oven,” says Bruch. “That’s a change of the times.” Bruch’s involvement in the Tavern League actually precedes his ownership of the Thirsty Bear. He started when he was 21, having accompanied his uncle, who owned a tavern in Kenosha, to a meeting. Bruch continued his membership when he and a friend leased a bar for a short time in Kenosha. “My uncle said the Tavern League is something you have to join and he took me to my first meeting,” recalls Bruch, who is also a 5th District State Director. “I wasn’t very active, but I had a good first taste of the League.” Shortly after purchasing the Thirsty Bear Pub, Bruch was approached to join the Langlade County Tavern League, and the next spring, he was nominated to be a Director. He spent many years in various positions with the county league, including 15 years as secretary, a job that started as a “temp job,” filling in for a former secretary who needed time off to have a baby.

eleven years. “It was time to get someone else to do the secretary’s job,” Bruch says with a chuckle. Bruch has been a long-time member of the Tavern League for two reasons: the camaraderie and the strength of voice. But not in that order. “The camaraderie is good, but the main thing is that we have 5,000 members from across the state with one voice that gets the message across and helps control the Legislature,” says Bruch. “By myself, I can talk to legislators, but I just have one voice. With the Tavern League, we have a whole multitude of voices, hitting from all parts of the state.” From Langlade County’s little slice of the state, there are many voices, including that of a “Bear.” “I got my nickname when I bought the place,” says Bruch. “It was spring and this guy had just come up to his place for the first time that season. He came through door, looked at me and said, ‘You must be the bear.’ At the time, I had long hair, a long beard and was 300 pounds. They’ve called me ‘Bear’ ever since. Pretty fitting, isn’t it?” Thirsty Bear Pub Ray “Bear” Bruch, Owner W10968 County Road J, Deerbrook, WI 54424 715-623-6414 •

Bruch has served as a 5th District Director for

TLW State Golf Outing held on

Sept. 12, 2011 at Inshalla Country Club in Tomahawk. Thank you to all who participated! Congratulations to the winners: Dinger’s Sports Bar, Dale Cebula, Kelly Berger, Kevin Schoppe and Andy Seidler! Over $5,000 raised for the TL Foundation. Tavern League of Wisconsin

2011 November/December On Premise




erving over 600 youth in the Langlade County area, the Boys & Girls Club of Langlade County provides a safe, fun and educational environment. It unites youth in 1st through 12th grade, encouraging their development as caring, responsible community members and leaders.  Started in December 2000, the organization came to fruition after local residents noticed area youth lacked positive after-school activities. “Right around December 1999,” says Nick Sanchez, Executive Director of the Boys & Girls Club of Langlade County, “a group of community volunteers noticed an increase in criminal damage, graffiti and tweens and teens roaming the streets, hanging out in parks. There was no place positive they could go with someone keeping an eye on them.” Five individuals in the community chipped in $1,000 each, obtained a loan and purchased and rehabilitated a building to serve as a clubhouse for youth. About a year later, someone suggested that the clubhouse, which was largely run as a community center, partner with the Boys & Girls Clubs of America to extend its impact. Eleven years later, the Club has a new facility on Superior Street in Antigo, which they have been in for about nine months. There’s a buddy-walk system serving two nearby elementary schools and a bus service that brings in children from eight other areas. There is also an after-school program in White Lake. Through after-school programming, the Club creates daily opportunities for young people to learn, grow and succeed while teaching the importance of character, community, education and diversity. “Our major focus is making sure we have the most responsible, caring, respectful kids out there once the doors close each night,” says Sanchez. 26

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SPOTLIGHT SPOTLIGHT Led by 12 staff members, the Club offers programming targeted to five core areas: the arts, with a focus on cultural enrichment and diversity; education and career development; health and life skills; sports, fitness and recreation; and character and leadership, which promote being a strong role model for younger children in the Club. With a variety of age-appropriate daily activities that fall into each of these core areas, kids can pick and choose what they do and learn about each day. With an average daily attendance between 70 to 80 children, Boys & Girls Club members come from all different backgrounds, says Sanchez: “Six-figure homes to no income, public housing to mansions.” The club serves children from all different socioeconomic levels. There

“Average daily attendance is between 70 to 80 children, Boys & Girls Club members come from all different backgrounds, six-figure homes to no income...” — Nick Sanchez is a minimal $20-per-year membership fee for youth, but no child is turned away for inability to pay. Since the organization is primarily funded by grants, donations by organizations such as the Tavern League of Langlade County, companies and individuals are crucial to the Boys & Girls Club of Langlade County’s ability to serve all youth. “Unrestricted dollars are heaven-sent,” says Sanchez. “I thank the Tavern League for doing what they’ve done for us and would love to have them come out and see where their dollars are going.”

Boys & Girls Club of Langlade County Nick Sanchez, Executive Director 411 Superior St., Antigo, WI 54409 715-627-1389 •

Tavern League of Wisconsin

2011 November/December On Premise







recision Pours isn’t just a fancy name. It’s precisely what they do. With that precision comes more dollars for your bottom line.

“We present our product as a tool for owners and managers to use to make sure the bartenders are pouring the targeted amount each time,” says Rick Sandvik, President of Precision Pours, which is based in Plymouth, Minn. “If you priced your hamburgers at a quarter of a pound, would you let the cook patty the burgers at a half pound? This is what happens when you free pour.”



Precision Pours, a Corporate Sponsor of the Tavern League of Wisconsin since 2006, offers a patented, three-ball liquor pour spout.

Measured pours offer multiple benefits, says Sandvik. Customers who use measured pours get


tomers. At the least, they could get a DUI and at the worst, they could hurt someone or even themselves. In essence, over-serving can put the public as a whole at risk.” Precision Pours is the result of Sandvik’s experience with another brand of two-ball measured pourers he sold starting in the late 1970s.


that will wirelessly transmit every glass of beer poured to the bar’s POS system. It will then run reports showing what was poured versus what was paid for.”

Finally, measured pouring is responsible serving. “Today with the drunk driving laws, you do not want to be over-serving your cus28

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Customer service is paramount to Precision Pours; 95 percent of orders are shipped the next day, and the company follows up with customers about one month after the order to see if the customer has issues or questions. If there are issues, customers can call a toll-free number and speak with a “real human being,” says Sandvik. “Because of the experience we have, there is nothing that can go wrong that we can’t figure out and help them with in one phone call.”                 


After exhausting his efforts to get the manufacturer to improve the product, Sandvik connected

for wine, as well as a tap beer monitoring system

Other benefits include consistent drink taste and increased efficiency behind the bar; servers don’t have to rinse shot glasses between pours.

Coming soon are two new pour sizes for wine, as well as a tap beer monitoring system that will wirelessly transmit every glass of beer poured to the bar’s POS system. It will then run reports showing what was poured versus what was paid for.


“Over the years, half the people I sold to loved what the pours did for them and the other half never reordered,” he says. “Even the ones who continued to reorder the pourers had some issues with them, like not fitting their Absolut bottles, balls falling out into their bottles, and they did not work well on the cordials. Another problem with the old two-ball pours is they were hard to get out of the bottles.”

“Coming soon are two new pour sizes

two to four extra drinks per bottle by eliminating over-pours and spillage; if a drink is $3, just two extra drinks per bottle saves $72 per case of liquor.

Precision Pours 3-Ball Liquor Pours are available in 12 portion sizes, six different colors, two styles (with and without a collar), flip-top seals for fruit fly protection and two cork sizes to fit virtually any bottle. The company also offers the only American-made (in Wisconsin!) power bomb cups. These cups have a two-ounce reservoir for the energy drink instead of the competitors’ three-ounce, which means operators “get one more drink out of a can of Red Bull or other energy drink brands,” says Sandvik. Plus, they are dishwasher-safe and reusable.

with an engineer, made four patented improvements and introduced Precision Pour 3-Ball Liquor Pours in 1996. The pours are manufactured using food-grade plastics and colorants, which is not true of competitors’ products. Made in Minnesota, the company can completely control the quality. To date, over two million have been sold and only a handful have been defective, reports Sandvik.

Precision Pours takes its Tavern League membership seriously. In addition to attending every TLW Convention since 1996, Precision Pours actively promotes TLW Membership to customers. “We believe strongly in the Tavern League and when Tom Highum, our Wisconsin rep for 15 years, is calling through Wisconsin, he is constantly promoting the Tavern League to members and non-members alike,” says Sandvik. “We have Tavern League membership forms that Tom will send to customers if they are interested in joining.” The company also rewards existing Tavern League Members with special pricing on their pours. Precision Pours Rick Sandvik, President 800-549-4491

“Anyone who used the old two-ball pours that have tried our 3-Ball Pours tell us ours is the best.”

sPECiaL CLuB MEMBERsHiP Platinum

Club members OUTAGAMIE COUNTY Tavern League

OSHKOSH CITY Tavern League






Club members DOOR COUNTY Tavern League



annual membership levels Platinum - $1,000 Annual Membership Level Gold - $500 Annual Membership Level Silver - $250 Annual Membership Level For more information on becoming a Special Club Member, call the TLW office at (800) 445-9221

Tavern League of Wisconsin

An open letter to all TLW Members: This Fall’s TLW Convention and Tradeshow in Appleton marked the 29th straight for Precision Pours. Once again we had a successful show and Tom and I want to thank you for the friendships we have established and for your business! I was unable to attend this fall as I was in North Carolina supporting a “Hope for the Warriors” event where we were to take 40 wounded soldiers out fishing in the Atlantic. Unfortunately the event was postponed due to high seas. For those of you who have attended the past President’s Cocktail Receptions we are proud to sponsor this is old news but for those who haven’t had the opportunity to attend in the past I wanted to let you know how we feel about being members of the finest trade organization in the country. Precision Pours is a family run business that happens to have a global presence. Precision Pours are used in over 60 countries worldwide and we are approaching 40,000 customers here in the USA. In our 15 years of business we have been, and still are, members of several states Tavern associations. I can assure you none of them work as hard for their members as does the TLW. I know these are tough times and you need to watch where you spend your hard-earned dollars. In my opinion there is nothing better you can spend those dollars on than a membership in the TLW. Think about it – for just .34 cents per day you get a strong voice in the legislative processes in Madison and Washington, an opportunity to network with not only your fellow county licensees, but also over 4,700 statewide members. With the savings offered to you by many TLW Allied Vendors through the Members Exclusive Benefit Program discounts you will more than get your investment back! In addition there are many other benefits available for you to take advantage of. Your organization’s strength is in you the members, and the more of you there are, the louder your collective voice will be. Make it a goal that for every two current members you get at least one new member this year. Team up and make the TLW even stronger. We at Precision Pours are proud to support the TLW. Sincerely, Rick Sandvik | President

Precision Pours, Inc. Tel: 800.549.4491 |

2011 November/December On Premise





Energy Distributing

Brothers Dan and Ken McGuire weren’t even making the rounds to customers with their bag-in-box (BIB) energy drink, Energy Squared, when they joined the Tavern League of Wisconsin.

Wil-Kil Pest Management BUSINESS SPOTLIGHT Is something bugging you? Wil-Kil Pest Management can help, with pest management programs tailored to the specific needs of Tavern League Members.

“With fermented beverages and fruit, taverns are prime ground for flying insects, ants and rodents,” says Randy Allen, Wil-Kil’s Regional Manager. “But we don’t take a one-size-fits-all approach.” While its corporate office is in Sun Prairie, Wil-Kil has several offices in Wisconsin and technicians around the state who know what’s pestering patrons in your neck of the woods. “What clients are dealing with in Milwaukee,” says Allen, “is different than what bar owners are dealing with in Minocqua. One of our best features is that we have techs based in all areas of the state, and they are dealing with local issues on an everyday basis. They know how to take care of your pest problem.” Founded in Milwaukee in 1929, Wil-Kil has been an Affiliate Member of the Tavern League of Wisconsin for the better part of the last 30 years. Wil-Kil isn’t just a pest management company, says Allen, “we’re also in the brand protection business. You don’t want your patrons to have a bad experience in terms of pests, such as swatting flies out of the air while they drink a beer. It’s annoying. With proactive pest management, we can help you protect that name on the sign out front.” With a new client, Wil-Kil offers a site inspection, interviews the owner or manager to see what kind of issues have arisen in the past, and addresses any concerns they may have. Based on that, says Allen, the company creates a pest-control plan specific to the establishment. Technicians can also help owners and managers identify potential issues and areas that need special attention. “We want to work together to keep your tavern a clean, enjoyable place,” says Randy. One technology that isn’t new, but is underutilized, says Craig Rohde, Wil-Kil’s Marketing Manager, is bioremediation. Comprised of safe bacteria that “eats” grease, fats, oils and rotting organic debris, bioremediation can cut odors and reduce pest breeding and feeding grounds. It can be used in a variety of places, including drains and soda and tap lines. Should pest problems arise at your place, know that your business is safe with Wil-Kil, as confidentiality is important to the company. So is quality. The company has its own quality assurance department to provide an unbiased check of technicians’ work. It employs experienced, tenured technicians and provides timely service in your time of need. “We take a lot of pride in our ability to respond to your needs quickly and maintain a high level of confidentiality,” says Allen. “We work hard to make sure your business is not known to others. Your business is between us and you, and we work hard to keep it that way.” Wil-Kil Pest Management Craig Rohde, Marketing Manager & Randy Allen, Regional Manager 800-236-8735 • •


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“It was one of the first things we did after we got licensed,” says Dan McGuire, who co-owns the company with his brother. “We knew about the association and what they stood for, and knew it was something we needed to join. There was no question about it.” McGuire particularly appreciates the support the Tavern League provides, even if members are in competition with one another. Energy Distributing is the Wisconsin franchise of Las Vegasbased Energy Squared, better known as E2. E2 is an energy drink that compares to Red Bull in quality, taste and ingredients, but at one-third the cost. The brothers were good friends with the company’s head of distribution when they lived in Las Vegas, and he told the duo that if they ever moved back to Wisconsin, they should open up a franchise. In June 2009, they did just that. Based in Green Bay, Energy Distributing serves the Green Bay-Fox Valley area. In addition to BIB energy drink, the McGuires expanded their product line earlier this year to include soda, juices and teas, or “anything a tavern or restaurant would need,” says Dan McGuire. The company’s new soda line, Johnnie Ryan, out of Niagara Falls, features handcrafted sodas. Dating back to 1935, Johnnie Ryan just started offering its sodas via BIB in 2010, so it’s a relatively new offering in the marketplace as a whole, adds McGuire. But E2 is the company’s mainstay. While the market has leveled, says McGuire, taverns will be keeping it on tap for years to come. “The younger crowd grew up on it, and I think it’s a product that will be around for awhile by nature of the clientele coming of age. It’s something that’s there for them; it’s not going away.” Energy Distributing’s BIB energy drink comes at a fraction of the cost of buying cases of cans, says McGuire. “That’s a huge cost savings for tavern owners.” It’s also efficienct. Because it’s dispensed off the soda line, it frees up cooler space and results in less waste, as owners and bartenders aren’t left with half-used cans of energy drink. “It’s really a win-win for bar owners.” As a small business, the McGuire brothers pride themselves on the one-on-one service they provide. “You’re not just a number with us. If someone calls and needs something in a pinch, it’s not hard to jump in the car and run down a product. Customers really appreciate the service we can provide.”

Energy Distributing Dan & Ken McGuire, Co-Owners 2796 Moose Creek Trail, Green Bay, WI 54313 920-664-6523 •

Micro Matic Micro Matic, along with a handful of fine wineries, is out to change the perception of wine in kegs. “Fifteen to 20 years ago, the industry tried its hand at wine in kegs, but it was basically jug wine, not of good quality,” says Craig Vasseur, Area Sales Representative for Micro Matic, an Affiliate Member of the Tavern League. “Today, it’s a fairly upscale product. This isn’t your bag-in-a-box wine.” Micro Matic isn’t in the wine business, but the company, based in Machesney Park, Illinois, near Rockford, has a stake in its success. Micro Matic is a valve company and manufacturer of draft beer equipment; 100 percent of the keg valves in the United States are made by Micro Matic and 80 percent worldwide. Because Micro Matic has perfected the art and engineering of perfect draft pours, the company’s expertise is helping grow the wine-on-tap movement. “Wine-on-tap is fast becoming a viable option to bottled wine in bars and restaurants,” says Vasseur. “Previous releases of wine in kegs lacked the synergy to succeed. There were many errors made along the way due to the lack of a best practices code or properly identified wine certified equipment.” Wine-on-tap uses a system similar to tap beer, but with some key differences. Because of wine’s corrosive acidity, a wine tap system is made of higher-grade stainless steel. Additionally, an inert gas such as argon or nitrogen, not carbon dioxide, is used to draw out the liquid. “If you use the wrong products or an inferior grade, stuff leaches out of metal and changes the flavor; you also need special tubing,” says Vasseur. Most wine-on-tap installs, he adds, are put on back bar units, with an average two to four wines on tap separate from the beer. Like draft systems and lines, wine-on-tap systems also need regular cleaning to ensure good taste. Wine-on-tap has evolved as wineries seek ways to improve their business models; one five-gallon keg equals twenty-six 750ml bottles of wine, reducing packaging, corking, labeling and shipping costs. Plus, the keg can be reused many times and it reduces waste. “The big enemy of wine is oxygen. In this system, because it’s in a sealed package and system, you get 100 percent of the wine and each pour tastes great. In a bar or restaurant setting, you usually lose one-third of every bottle to waste,” says David Green, Draft Trainer, Micro Matic. Micro Matic doesn’t directly sell wine in kegs or wine-on-tap systems; instead, the company works with distributors to get the right products in the right places. Part of having the right product, says Green, is education. “We’re all about education. We want people to do stuff the right way to make sure the first glass, wine or beer, is as good as the last.”

Micro Matic Craig Vasseur, Area Sales Representative 866-327-4159 • •

Tavern League of Wisconsin

Gustave A. Larson Co. With winter right around the corner, patrons are already keeping warm by snuggling up at the bar. But come springtime, send them packing … to a new outdoor, heated patio. “We get owners the solution to one of their biggest problems: the customer leaving their place and going to another that now has an outdoor heated patio,” says Randy Wyngard, Sales Manager with Gustave A. Larson’s Appleton office. “I hear that a lot.” Gustave A. Larson Company is the Midwest’s leading wholesale distributor of heating, ventilation, air conditioning and refrigeration (HVACR) equipment. With nine locations across Wisconsin alone, the company represents products from over 440 leading industry manufacturers and offers a full line of equipment, controls, supplies and replacement parts. Started in Madison in 1936, Gustave A. Larson Company joined the Tavern League three years ago, says Wyngard, who is responsible for fireplaces and outdoor heating for bars, restaurants and homes. The company offers an array of products perfect for taverns, including fire pits, electric and gas heaters and more. “Because we’re so involved with outdoor heating,” says Wyngard, “it was just a natural choice for us to join the Tavern League. It’s fun to go out with dealers to solve the issues restaurants, taverns, bar and grills might be having.” Interest in heated outdoor spaces initially surged when smoking bans took effect around the state, but tavern owners who added heated outdoor gathering and entertainment spaces have “found that its grown business in a time when the economy is not so good. People really enjoy sitting outside and entertaining.” Heated outdoor spaces, says Wyngard, can draw extra revenue for an additional two to three months. “An establishment can get two to six extra weeks in the spring and go well into the fall.” For tavern owners considering an outdoor upgrade, Wyngard offers this advice: “You can grow into it. You don’t have to go full-blown now; add on as you see the need.” To figure out what might work, Wyngard suggests looking at the area available, figure out how many tables it could accommodate, and how much additional revenue that might mean. “If an owner can add an additional 25 percent to their capacity with an outdoor patio, they’ll find that they’ll have some nice profits.” The company can do patio designs for customers. Additionally, while it is a wholesale company, Wyngard says they work with dealers or work with owners and connect them with a local, reputable dealer. In fact, reputation is important when it comes to outdoor heating products. “A lot of owners have resorted to the web to find these types of products when locally, their heating contractor can install all of it and more with much higher quality. These products are proven to work for many years,” says Wyngard. “Plus, The Larson company has been in business for 75 years, so we’re going to be around for awhile.”

Gustave A. Larson Company Randy Wyngard, Sales Manager Cell: 920-540-9510 • Office: 920-739-4451 x303 •

2011 November/December On Premise




TLW New Members September 15, 2011 to November 1, 2011

PRESIDENT’S District 1

Kenosha City

Antonio’s Pizza & Pasta LLC Dale S. Rice Kenosha Bindelli’s Animal House Cidney A. Bindelli Kenosha


Public House Of Williams Bay Steve Leonard Williams Bay

District 2

Columbia County Inn-Cognito Kim Pervis Poynette

LOCAL LEAGUE Climaxx Lisa A. Patterson Kenosha

Remi’s Thirsty Moose Joyce Remington Poynette

Sullivan’s Place Laura Sullivan Kenosha

Dodge County Blew Inn Ronald E. Zimmer Juneau

CORPORATE West Town Foods Sam Ali Kenosha

Kenosha County Maryrose Piazza, LLC Freda R. Pryga Camp Lake

LEAGUE Racine County 7 Mile Fair Scott Niles Caledonia

Madison/Dane County Antler’s Tavern Inc Homer V. Simpson Stoughton


Knuckle Down Saloon Chris Kalmbach Madison

Brickhouse Bar and Grill Benny Useni Delavan

FRONT Brown’s BBQ Pit Randy Brown Delavan

South Shore Bar & Grill Richard Beaulieu Delavan

Bella Vista Suites on the Waterfront Theodore Harig Lake Geneva

Crawford County Ambro Junction Lewis & Merry Harris Prairie Du Chien

MEMBERS Grant/Iowa County Lawrence’s Bar & Grill Tim Lawrence Benton

Mediterranean Hookah Lounge & Grill Tom Hanna Madison My Buddies LLC Dale Wells Madison

On Premise 2011 November/December

Legends Pub & Grill Fred F. Fink Darlington

HELP Scooters Midway Scott Blindert Potosi

Pedro’s Mexican Restaurante Jim Martine Madison Pedro’s Mexican Restaurante Jim Martine Madison Silver Eagle Bar & Grill Mitch Marks Madison


South Bay Lounge David Arms Madison

Juneau County

Pizza Oven Of Monona LLC Allen Dorkow & Greg Ewelt Monona Ski’s Saloon April Marlewski-Hudzinski Sun Prairie

Animal House Of La Crosse Matthew G. Ellenz La Crosse Casino Daniel Schmitz La Crosse Houghton’s James H. Wiley La Crosse Robins Nest Robin Dyck La Crosse

Monroe County

Shane & Penneys Slice Of Chicago Shane Burkwalt Sparta

Sauk County

M and M Bar & Grill Marc Petzke, DA Baraboo Quinn’s Hitching Post Jason Quinn Portage Sauk Prairie Liquor, LLC Charles Fuchs Sauk City Steve’s Arboretum LLC Steve V. Schroeder Sauk City Kilbourn Broadway Grill Lance Fielitz Wisconsin Dells

SPOTLIGHT Sportsmans’ Bar Paula Vierck Elroy Swagger Inn Jennifer Stentz Lyndon Station

Cam Sports Bar At Oak Grove Golf Course Sam King Necedah Poor House Bill Kohn Necedah

Tony Frank’s Tavern Jim Frank Madison




Sweet Mullets Brewing Co Mark Duchow Oconomowoc

District 3

LEGISLATIVE Holi Cannoli Rich Lopardo Elkhorn

La Crosse City/County

Dobber’s Scott Birkholz Lannon

Kickers Pub & Grub Darrel Radmer Waukesha

CORPORATE Vegas Gentlemans Club Michelle Lamay Darien

Waukesha County

Rox Bar & Grille/Spring City Restaurant D & P Foods Pewaukee


Walworth County

Degners Corner Bar Spencer & Anne Degner Wonewoc


Rock County

Milton Travel Center Amin U. Shaikh Milton

Topp’s Hideaway Jonathan Stevens Windsor


Namio’s Sports Pub Steve Namio & April Allen Fitchburg Dexter’s Pub Nicholas Zabel Madison

Janesville Moose Family Center #197 Matthew L. Boardman Janesville

Thirsty Beaver Bruce R. Bill Reedsburg

Just Kickin Spoon, Saloon & Sports Kristina M. Siodlarz Okauchee

Paddle Inn Harvey E. Krause DeForest

Old Settler’s Bowling Center Matt Zanella Union Grove Creekside Place Inc. David M. VanDerHaegen Evansville

Rodeside Grill Glenn Hovde or Pete Beeber Windsor


District 4

Fond du Lac City/County Beer Run LLC Sally Renk Malone

Oshkosh City

Legends Sports Bar & Grill Oshkosh Zee Ajdini Oshkosh

Ozaukee County Cedars III Mike Kowalkowski Cedarburg

Sportsman’s Bar Tim Bartels Necedah

Grafton Pub and Bowl Frank Oetlinger Grafton

Sports Page (The) Terry Bjorkman New Lisbon

Washington County


Kettle Hills Golf Course Michele Fleszar Richfield

District 7

District 8

Moon Lake Tavern Vicky Dreher & Sandy Beckermann Clayton

HEC’s Bar David Cuffle Ashland

Olde Mill Inn Robert D. Lawien Richfield

Terrys Wall St Pub Theresa L. Smits Green Bay

Tom’s Chalet Inc. Tom Lubus Richfield

Timsan’s Japanese Steakhouse Timothy Long Green Bay

Raceway Pub & Grill Dan Brendemuehl Slinger

Too Late Margaret Nichols Green Bay

Missys Bar and Grill Melissa Christianson Chippewa Falls

District 5

Forest County

New Shady Nook Resort (The) Gloria A. Sockness Cornell

Adams County

Romano’s Pizza & Pub Joseph R. Romano Nekoosa Fur Fin & Feather Peggy Sue Chapman Wisconsin Dells

Marathon County Staszak’s Bar Terry Staszaks Hatley

Cop Shoppe Pub Randy Woldt Wausau

Marquette County Pheasant Inn Steve Hayes Briggsville

Mazurek’s Buffalo Lake Lodge Ken Mazurek Montello

Shawano County

Shawano Lake Golf Course Shalagoco LLC Shawano

Waupaca County Courtside Sports Bar Karen Murphy Waupaca

Wood County

Waylon’s Pub 54 LLC Waylon Dupee Nekoosa

District 6

Brown County McGeorge’s Pub Leslie Conard De Pere

1699 Pub Carrie Laverdiere Green Bay C Street Jeff Goetz Green Bay Karen’s Pub Karen Goethe Green Bay Pizzona’s Grill & Spirits Trina Maney Green Bay

Tavern League of Wisconsin

Frog Alley Inn & Campground Amy & Mike Wall Pickerel

Kewaunee County Gib’s on the Lake Mark & Mary Weston Kewaunee

Marinette County Nimrod Inn Kathleen M. Wendt Athelstane

Oconto County

Weatherwood Supper Club Sherry Wilhelm Mountain Oconto Golf Course Michael C. Pearson Oconto

Outagamie County

Barron County

Chippewa County

Arnold Bar LLC Eric Hurlburt Sheldon

Clark County

Mapleworks Cafe & Bar Darlene Opelt Granton Quicker’s Bar Gene Quicker Granton Main Event (The) Roxian L. Brunner Loyal Drippy Creek Saloon II Victor Lindenman Neillsville

Bazil’s Pub / Firefly Lounge Mark Behnke Appleton

Firehouse Restaurant Fred Palmer Thorp

Chester’s Pub Chester Krawze Appleton

Pierce County

Dirty Leprechaun (The) Jennifer Kuehn Appleton Jim’s Place Jay J. Plamann Appleton Timbers Bar & Grill Jean & Jeff Heim Black Creek Mill Town Still & Grill Coyne Borree Combined Locks Bob’s Inn Don Dix Kaukauna River Rock Pub & Grill Annie Geurts Kaukauna Pollywogs Bar and Grill LLC Steven W. Vetter Kimberly Rusch’s Kimberly Bowl Tim & Tracey Rusch Kimberly Susie’s Trackside Susan C. Hawkins Neenah

Brickyard Pub & Eatery Beth Johnson Prescott

Polk County

Waterside Bar & Grill Ray & Pam Johnson Amery River Roads Wolf Creek Bar Juliette M. Haines Saint Croix Falls

St Croix County

JJ Outpost Bar & Grill Jeremy Penman New Richmond

Trempealeau/Buffalo County Riverview Lanes Sap Lele, LLC Arcadia Bricks Bowling Nicholas Riley Galesville Champions Bar & Grill Lori Severson Galesville

Ashland/Bayfield County

Snow Creek Todd & Sue Scribner Mellen

Burnett County

Thirsty Minnow Bar & Liquor Store John & Deanna Helstern Hertel

Greater Northwoods Dawghouse (The) Brian Shackelford Hurley

Lakeland Area Little Brown Jug Rusty Sawallish Minocqua

Price County Rail Trail Cafe Jim Wideman Ogema

Sawyer County

Red’s Big Bear Lodge Rick & Lori Verbsky Winter

Superior/Douglas County Pizza Man Jeff Anderson Superior

Tomahawk/Merrill Area Hawg Haus Bar & Grill Michelle Sybeldon Irma

Washburn County

Schatzi’s 4 Seasons Resort, Inc. Mark & Michele Johnson Gordon Whitetail Ridge Campground & Backwoods Tammy & Jeff Gagner Sarona Twin Oaks Bar & Restaurant George & Ann P. Basgall Spooner Stanberry Rail Saloon Krissy Schaeffer & Mike Carlson Springbrook

District 9

Milwaukee County Hospitality Conways Debbie Thatcher Milwaukee

Hot Water/Where House Paul Mueller Milwaukee Studz Pub Dean Ratas West Allis

2011 November/December On Premise




As of November 1, 2011

ACCOUNTING Ackley Novelty Inc

Dierks Waukesha

Action Games LLC


Advanced Draft Solutions LLC

Disher Insurance Services

Affiliated Investment Group

DJ D-Train

CORPORATE Agon Systems Inc.

Double Eagle Amusements Inc.

Alliance Insurance Centers, LLC

Dr Pepper/Snapple Group

Allied Games, Inc

Edge One Inc

Allied Insurance Centers Inc.

El Cortez Hotel & Casino (The)

American Entertainment Services, Inc

HELP John Hancock

Precision Pours, Inc

Johnson Brothers Beverage

Preferred Distributors, LLC

Johnson Dist. Inc.

Quantum Digital

JP Graphics Inc.

Racine Amusement Inc

SPOTLIGHT Just in Time Refrigeration LLC

Red’s Novelty LTD


Reinhart Food Service, LLC

Kessenich’s Ltd

Riverside Foods, Inc.

Kobussen Buses, Ltd

S & S Distributing, Inc.

Electro-Kold Corporation

Krantz Electric Inc.

Saloons N Spoons/Turbo Chemical

American Income Life


Emil’s Pizza, Inc.

Lakes Business Group Inc

Sam’s Amusement Co

American Welding & Gas

Empire Development & Construction Inc.

Lamers Bus Lines

Sanimax Marketing LTD

Amusement Devices Inc

Energy Distributing

Lebby’s Frozen Pizza

Saratoga Liquor Co, Inc.

Arden Culinary

Engels Commercial Appliance, Inc.

Lee Beverage Of Wisconsin LLC

Schmidt Novelty

ATM Network Inc

Lehmann Farms

Shirk’s Pizza

B & K Bar & Restaurant Supplies

Flanigan Distributing

Luxury Limousines, Inc.

Slack Attack Communications

B-M Music & Games

Fleming’s Fire I

M & R Amusements & Vending LLC

Soapy Entertainment & Enterprises

Badger Hood Cleaning

Flipside Coin Machines Inc

Magnuson Industries Inc

Solid Gold Coaching

Baer’s Beverage Inc.

Fox Valley Clean Air

Mass Appeal Specialties Inc

Special Olympics Wisconsin, Inc.

Bar Owner Marketing Systems

Freistadt Alte Kameraden Band

Micro Matic

Stansfield Vending Inc

Baraboo Sysco Food Services

Friebert, Finerty & St. John, S.C.

Midstate Amusement Games

Stealth Solutions

Baraboo Tent & Awning

G & K Services

Midwest Amusements

Stevens Point Brewery

BarsGuru Enterprises LLC

Game Management Corp.

Midwest Coin Concepts Of WI

Sunroom Design Group

Bay Tek Games

Games Are Us Inc

Midwest Poker League

Superior Beverages LLC

Bay Towel/Linen Rental

General Beer - Northeast, Inc.

Milwaukee Brewers

Superior Vending

Beechwood Distributors, Inc.

General Beverage Sales Co

Milwaukee Bucks

Swanel Beverage Inc./Banzai

Benedict Refrigeration Service, Inc

Glavinsured Agency, Inc.

Mitchell Novelty Co.

This Drinks on Us, LLC







Great Lakes Amusements

Modern Cash Register Systems

Ticket King Inc.

Big Daddy Games LLC

Great Lakes Beverage

Moy, Borchert, Erbs & Associates, LLP

Tidy Tap

Big Game Sports Cards/Sterling Graphics

Great Northern Amusements

Murphy Desmond S.C.

Toccata Gaming International, LLC

Bill’s Distributing LTD

Grub & Pub Report & Attitude X 2

Mutual Of Omaha

Total Energy Concepts

Blondie Enterprises

Guardian Pest Solutions, Inc

Total Merchant Services Of WI

BMI (Broadcast Music Inc)

Gunderson Linen

National Chemicals, Inc.

Total Register Systems

Bob Schuchardt Insurance

Gustave A Larson Company

Northern Lakes Amusement

Travel Leaders

Bromak Sales Inc

Heartland Payment Systems

Northwest Coin Machine Co

Tri-Mart Corporation

Buy Right Purchasing Group LLC

Hidden Bay Graphics

Original Ovenworks Pizza

Tricky Dick & Joyce Specialty

Cash Depot

Holiday Wholesale Inc

P & M Distributing LLC

Ur City

Central Ceiling Systems, Inc.

Huebsch Services

Pabst Brewing Company

US Foodservice

Chambers Travel

Hyer Standards

Packer Fan Tours

Vital Tokens

Cintas Corporation

Ideal Ad & Sportswear

Paradise Printing Company

Wausau Coin Machines Inc

Coffee Express, Inc.

Ideal Energy Concepts, LLC

Park Ridge Distributing, Inc.

WI Hospitality Insured

Corporate Casuals & Promotional Products

Independent Insurance Services Inc.

Payroll Company (The)

Wil-Kil Pest Control

Indianhead Foodservice Dist. Inc

Pehler Brothers Distributing

Wine Institute

D & D Amusement Games LLC

Insphere Insurance Solutions

Pep’s Pizza / Benetti

Wisconsin Souvenir Milkcaps

Dean George Auction Service

J T Advertising

Per Mar Security Services

Dean Health Plan

JBM Amusements

Plunkett’s Pest Control

DeVere Company Inc.

Jim’s Tap Cleaning LLC

Portesi Italian Foods, Inc



On Premise 2011 November/December


LOCAL LEAGUE 1st and 9th District Caucus


The TLW 1st & 9th District Caucus was held on Sept. 19, 2011 at Jim Dandy’s in Oak Creek. TLW President Rob Swearingen was on hand to address many topics of interest including the State of Wisconsin Concealed Carry Law.




7th District Caucus

The 7th District Fall Caucus was hosted by the Polk County TL at Wilkins Bar and Resort in Luck on Sept. 6, 2011. Close to 70 District members were in attendance to hear guest speakers Pete Madland & Rob Swearingen address TLW issues of concern.  After the event, TLW Executive Director Pete Madland hand delivered and installed a TLW red metal sign to Dale’s Twin Pines in Cumberland.  This ends all rumors that Pete doesn’t know how to use power tools!





Tavern League of Wisconsin

Continued on page 37...






NOTES The Vilas County TL was the host for the pre-convention 8th District Caucus on Monday August 22, 2011. Close to 70 TLW members filled the Sayner Pub for a great meal and an informative meeting. TLW Executive Director, Pete Madland, was on hand to address issues of concern including the new Wisconsin Concealed Carry legislation. Congratulations Vilas County President, Glenn Miller, and all for hosting a fine event.


2011 November/December On Premise





Planning for Profits



By Kimberly Ruef, CPA


important than ever to be very deliberate in

Based on your pricing methods, you can project your cost of goods sold percentage. In our example, we’ll assume that you expect your cost of goods sold percentage to average 35% (and you price your menu accordingly).

your financial decisions. The need to un-

Ok, Now What?

ILEGISLATIVE NOTES n today’s economic environment it is more

derstand how a change in one factor affects your bottom line has never been greater.

I recently gave a presentation at the Fall Convention & Tradeshow about menu pricing. That


presentation mostly dealt with keeping an eye on vendor pricing and determining cost per

Separate Your Costs into Categories

mark-up needed to be to produce a profit. This

article is intended to help you gather the infor-

mation necessary to determine what your mark-


up or gross margin needs to be to achieve your desired profit.

First Things First – Know What It Costs to Open the Doors

• Fixed costs

• Costs that vary with sales volume • Costs directly related to labor

Your fixed costs will be a dollar amount, and will be expected to stay the same regardless of increases in sales. An example of this calculation is:

Start by determining what it costs to open the


doors each day (fixed and variable overhead).

This includes your fixed costs (rent, liability in-

• Liability Insurance - $1,500

surance, interest, and depreciation), as well as

• Other Fixed Expenses - $75,000

• Total - $201,500

Variable Expenses – Know What They Are/ How They Act Many expenses can be expected to vary with sales volume. The most obvious of these is the cost of goods sold. Labor (above minimum levels) is another. Additionally consider credit card discounts, bar supplies, and rent (if you have a percentage rent clause). Costs that vary with labor costs include payroll taxes (FICA/Medicare/Federal Unemployment, State Unemployment), workers’ compensation, and employee benefits. On Premise 2011 November/December

• Total fixed costs $201,500

• Variable cost % - 45% (35% COGS + 10% var. labor)

We subtract the 45% from 100% and divide our fixed costs by the remainder (55%) to determine our break-even sales volume of $366,364. If we desire a 15% profit margin, we would add that to the 45% variable cost (60% total variable cost including profit). We would need $503,750 of sales to produce our 15% ($74,563) profit.

SPOTLIGHT • Projecting Your Profit Margin

minimum staffing levels, and managers salaries.

Now that you’ve identified your fixed and variable costs, you can determine the amount of sales you need to break-even or to realize a target profit percentage, as follows:


Ideally, each item on your income statement would be put into one of the following:

serving. It assumed that you knew what your


We’ll assume that our variable labor costs are 10% of sales (including the 7.17% labor “burden” costs)

• Rent expense - $60,000

Once we have this information, we can predict what changes in any of the factors will do to our profit. For example, if we changed our pricing model so that cost of goods sold was 30%, we would have to produce $447,778 of sales to reach our desired 15% profit level instead of $500,000

SPOTLIGHT • Manager Salary - $40,000*

• Minimum Staffing - $25,000*

No matter whether you do $1 of sales or $500,000 of sales we expect this number to remain constant. You can project your variable labor costs based on current tax rates and workers’ compensation rates. For employee benefits, you would project based on your best guess or historical results. This will be a percentage value. A very basic operation might have the following:

• FICA/Medicare – 7.65%

• Federal Unemployment - .6%

• WI Unemployment – 3.6%

• Workers’ Compensation – 2.5%

• Total – 7.17%

*Assumes 7.17% variable labor expenses are included.

Kimberly Ruef, CPA is a partner with Wegner LLP, CPAs & Consultants and Wegner Payroll Group with offices in Madison, Baraboo, and Waukesha. She has been providing accounting and tax services to businesses and business owners for over 20 years. This article is not intended to give you complete tax advice, but a general review of the subject matter. Phone: (608) 274-4020 Email:



Continued from page 35...

Columbia County Tavern League Golf Outing Executive Board




The Columbia County Tavern League annual golf outing was held at the Portage Country Club on August 22nd. The CCTL has held this outing for at least 15 years and has never been rained out. It was a beautiful day again this year. This was the fifth year the event has been held at the Portage Country Club. Members from all over the 2nd District attended, with representation from Dane, Dodge and Waukesha counties, in addition to Columbia. The event was not only a great time for the 14 teams who participated, but also a fundraiser for charities and the CCTL general fund. The clubs started swinging at 10am with a shotgun start, playing a four man scramble. Once the fun had ended on the course it was time to head back to the clubhouse to enjoy a nice meal. Murph’s North Shore, a first year member of CCTL, provided a prime rib dinner for all 63 diners. Prize giveaways were held during dinner, and the winning team was announced – BB Jack’s in Rio. Special thanks to CCTL Vice President Mark Rowley for organizing this great event!

AFFILIATE MEMBERS Meeting Wisconsin Gov. Scott Walker ACCOUNTING


Members of the TLW Executive Board met with Governor Walker on Wednesday, Oct. 19, 2011. Several TLW issues of concern were discussed during the afternoon meeting.


The TLW Executive Board met at Pine Pointe Resort in Tomahawk on Sept. 13, 2011. Thank you Terry & Rhonda Wiese for your hospitality and opening for our meeting.


Distributed by Johnson Brothers Beverage


Phillips Distilling Company Announces UV Cake Vodka


Phillips Distilling Company is celebrating 10 successful years of its UV Vodka brand with the introduction of the 14th variety of UV Vodka: UV Cake. In the spirit of celebration, UV Cake is a party for the taste buds, like biting into a piece of delicious cake with creamy white frosting. Following in super-premium tradition of the UV Vodka line, UV Cake is distilled four times and activated carbon filtered to assure purity and the perfect pH balance UV customers have come to expect.



“In recognition of bringing the best flavored vodkas to the market for 10 years, we wanted to mark the success of the UV brand with a festive and distinctive product,” said Dean Phillips, president and CEO of Phillips Distilling Company. “UV Cake captures the celebration within the bottle. A delicious flavor without being overly sweet, we can’t wait for our customers to celebrate their special occasions with UV Cake.”



UV Cake is the official celebration spirit, perfect for birthdays, anniversaries, weddings or a special weekend. Luxuriously indulgent, UV Cake is packaged in UV’s award-winning bottle design with a festive twist. UV Cake is best enjoyed mixed with ginger ale, cola or served on its own as a shot. UV Cake is available in all bottle sizes with a suggested retail price of $12.99 for a .750ml bottle. Johnson Brothers of Wisconsin, a Tavern League of Wisconsin Affiliate Member, proudly distributes UV Vodka and the entire Phillips Distilling Company portfolio of brands throughout Wisconsin.



For more information on UV Cake visit – or contact distributor Johnson Brothers Beverage at 414-963-9932 ( to get it on your shelf. To obtain consideration for your free new products listing, please contact Heidi at Slack Attack Communications at 608-222-7630 or


Tavern League of Wisconsin


2011 November/December On Premise



By Scott Stenger Stenger Government Relations

FEATURED Redistricting 2012





isconsin’s constitution requires legislative redistricting of state and congressional districts every ten years. The easy seats to “redistrict” are Governor and US Senate – they never change as they include the entire state. That’s the easy part. Redrawing the eight Congressional seats and 132 legislative districts are more of a challenge and must reflect the change in population over the past ten years.

tablishing new legislative districts for the 2012 elections. The new maps represent significant changes in representation. Twenty two legislators will be affected by the new maps by either being drawn out of their existing districts or paired with another legislator in their district.

The Legislature passed a redistricting map which Governor Walker signed in August es-

Redistricting maps will affect Senator’s Bob Wirch (D-Pleasant Prairie) and Van Wanggaard

Impact on Current Legislators:

(R-Racine) directly. The new legislation places these two within the same district. Impacts for current Representatives are much more drastic, with more than 20% of the Assembly up against one another for his or her current seat under the new district maps. Five Dem-GOP Reps. are paired, three GOP Reps. will face one another and two Dem Reps. find themselves at odds. The pairs are:

PAIRED Legislators Senate Bob Wirch (D-Pleasant Prairie) and Van Wanggaard (R-Racine) assembly Fred Kessler (D-Milwaukee) and Don Pridemore (R-Hartford) Sandy Pasch (D-Whitefish Bay) and Jim Ott (R-Mequon) Dave Cullen (D-Milwaukee) and Dale Kooyenga (R-Brookfield) Andy Jorgensen (D-Fort Atkinson) and Steve Nass (R-Whitewater) John Steinbrink (D-Pleasant Prairie) and Samantha Kerkman (R-Genoa City) Andre Jacque (R-Bellevue) and John Klenke (R-Green Bay) Tyler August (R-Walworth) and Amy Loudenbeck (R-Clinton) Karl Van Roy (R-Green Bay) and John Nygren (R-Marinette) Josh Zepnick (D-Milwaukee) and Peggy Krusick (D-Milwaukee) Chris Danou (D-Trempealeau) and Mark Radcliffe (D-Black River Falls) 38

On Premise 2011 November/December

WHo Represents Me? To find out which Senate & Assembly district you will vote in under new redistricting legislation, visit the following website:

✰ TOP SIX ✰✰✰


2011 ADVERTISERS Anheuser-Busch MillerCoors Precision Pours, Inc. Society Insurance WAMO (WISCONSIN AMUSEMENT & MUSIC OPERATORS, INC.) Wisconsin Wine & Spirit Institute 2011 Multiple ContraCt advertisers:

Assembly District Map

Action Satellite/DIRECTV Affiliated Investment Group Alliance Insurance Centers, LLC ATM Network B&K Bar & Restaurant Supplies Bacardi Benedict Refrigeration Service, Inc. Bi-State Point of Sale Solutions Bussey Dishwasher Service Cash Depot Cornerstone Processing Solutions Disher Insurance Service Edge One, Inc. Emil’s Pizza Great Lakes Amusement Greater Insurance Service Corp Kessenich’s Ltd.

Kobussen Buses, Ltd Lamers Bus Lines, Inc. Legend Larry’s Magnuson Industries, Inc. Mass Appeal Specialties, Inc. Midwest Financial Processing Modern Cash Register Systems Newton Manufacturing Company Pep’s Pizza/Benetti Phillips Distilling Riverside Foods, Inc. Sanimax Sysco Food Services of Baraboo, Inc. Testech, Ltd. Total Register Systems Tri-Mart Corporation Wisconsin Souvenir Milkcaps

Thank You for your support

Senate District Map For interactive maps, visit the site below:

Tavern League of Wisconsin

2011 November/December On Premise


Official Publication of the Tavern League of Wisconsin

Advertise Your Tavern in 2012 Annual TLW Membership Directory

Fall 2012 Convention & Tradeshow October 21 - 25, 2012 Kalahari Resort 1305 Kalahari Drive Wisconsin Dells, WI 53965

Fall 2013 Convention & Tradeshow October 7 - 10, 2013 Hyatt 333 Main St Green Bay, WI 54301 Spring 2014 Conference & Tradeshow April 6 - 10, 2014 Radisson Hotel & La Crosse Center 200 Harborview Plaza La Crosse, WI 54601

Promote your bar statewide and receive targeted ad placement within your District’s section.

Fall 2014 Convention & Tradeshow October 6 - 9, 2014 Kalahari Resort 1305 Kalahari Drive Wisconsin Dells, WI 53965 Spring 2015 Conference & Tradeshow March 30 - April 2, 2015 Grand Geneva Resort 7036 Grand Geneva Way Lake Geneva, WI 53147

Call Heidi today

Deadline December 1st!

about reserving your ad space! For more advertising information contact:

Attn: Heidi Koch 5113 Monona Drive P.O. Box 6096 Madison, WI 53716 Phone: 608-222-7630 Fax: 608-222-0262 E-mail:

On Premise 2011 November/December

Spring 2012 Conference & Tradeshow April 2 - 5, 2012 Wyndham Milwaukee Airport Hotel and Convention Center 4747 S Howell Ave Milwaukee, WI 53207

Spring 2013 Conference & Tradeshow April 8 - 11, 2013 Plaza Hotel & Suites & Conf. Ctr. 1202 W Clairemont Ave Eau Claire, WI 54701

& Buyer’s Guide!


Upcoming tlw events

Fall 2015 Convention & Tradeshow October 5 - 8, 2015 Paper Valley Hotel 333 W. College Ave. Appleton, WI 54911 Spring 2016 Conference & Tradeshow April 5 - 8, 2016 Plaza Hotel & Suites & Conf. Ctr. 1202 W Clairemont Ave Eau Claire, WI 54701 Fall 2016 Convention & Tradeshow October 10 - 13, 2016 Kalahari Resort 1305 Kalahari Drive Wisconsin Dells, WI 53965

Official Publication of the Tavern League of Wisconsin

Advertising Rates EFFEctivE JAnuARy 2012 (All rates are gross) Full page

2/3 page

1/2 page

1/3 page

1/4 page

1/6 page

1/8 page








1x 3x
























*Additional charge for full color, 4/c process ads

Premium Positions: IFC-$1,660; BC-$1,710; IBC-$1,610 Special Offer: Any advertiser with a 3X or more contract will receive a 10% DISCOUNT on a TLW trade show booth.

Front Cover Position Available: (including Feature Story) $3,000 Insert Rates: Available upon request. Agency Commissions: An agency commission of 15% is allowed to publisher recognized agencies on ad space only. Reprints: On Premise magazine offers a reprint service on any article or advertisement published. These can be used as mailers to vendors or customers, enclosures with sales literature or annual reports, or as hand-outs at trade conventions. Classified Ads: $40 minimum up to 8 lines. Additional lines $5 per line. Note: Unpaid accounts subject to 1.5% interest charged per month.

Mechanical Requirements

Editorial Features 2012 January/February 2011 TLW Membership Directory & Buyer’s Guide

AD DiMEnSionS (wiDth by hEight) tRiM SiZE: 8-1/2 w X 11 h


FULL PAGE (No bleed. Floating.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-3/8 w x 9-7/8 h FULL PAGE (Full bleed. Live area: 7-3/8 w x 9-7/8 h) . . . . . . . . . . . . . . . . . . . . 8-3/4 w x 11-1/4 h 2/3 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vertical 4-7/8 w x 9-7/8 h 1/2 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . Horizontal 7-3/8 w x 4-7/8 h, Vertical 3-5/8 w x 9-7/8 h 1/3 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . Horizontal 4-7/8 w x 4-7/8 h, Vertical 2-3/8 w x 9-7/8 h 1/4 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . Horizontal 7-3/8 w x 2-3/8 h, Vertical 3-5/8 w x 4-7/8 h 1/6 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . Horizontal 4-7/8 w x 2-3/8 h, Vertical 2-3/8 w x 4-7/8 h 1/8 PAGE . . . . . . . . . . . . . . . . . . . . . . . . . Horizontal 3-5/8 w x 2-3/8 h, Vertical 1-3/4 w x 4-7/8 h

Spring Conference Issue Generating Outdoor Income

May/June May is Tavern Month

July/August Service with a Smile Identifying Profit Leaks

September/October 1/6 H

1/8 V 2/3 V

1/3 V


1/8 H

Class 1/4 H



Promotional Ideas

1/2 V 1/4 V

1/2 H

1/6 V

1/3 H

Submission Requirements File Format: PDF, EPS, and TIF files preferred. Also accepted: InDesign (.indd), (all fonts and support files supplied), Illustrator (.ai or .eps), (all fonts converted to outlines or supplied), Photoshop (.psd, .eps, .tif), (all fonts embedded or supplied). Electronic Ad Submission Checklist: Verify ad dimensions. Don’t use color if ad is black-only. Make sure colors for ads are converted to CMYK (no RGB). Copy all materials to disk (include all placed graphics, scans, logos, fonts and layouts). LASER OR INK JET PRINTER HARDCOPY PROOF REQUIRED FOR ALL NEW ADS. Any ads not supplied properly could incur additional charges.

For advertising information contact:

Attn: Heidi Koch • E-mail: 5113 Monona Drive • P.O. Box 6096 • Madison, WI 53716 Phone: 608-222-7630 • Fax: 608-222-0262

Fall Convention Issue

Ad Space Reservation & Materials Deadlines 2012 January/February deadline: December 1 March/April deadline: January 1 May/June deadline: April 1 July/August deadline: June 1 September/October deadline: August 1 November/December deadline: October 1

aDvERTisER iNDEX Alliance Payment Systems 27 Anheuser-Busch, Inc. ........................................................................ 9 Benedict Refrigeration Service, Inc. ................................... 19 Cash Depot ................................................................................................. 23 Cornerstone Processing Solutions ........................................................ 6 Disher Insurance Service .............................................................. 19 Edge One, Inc. .............................................................................................. 27

Great Lakes Amusement .............................................................................. 42


WE CARRY ALL THE NEWEST GAMES Green Bay, WI • 877-354-7544

Magnuson Industries, Inc. ......................................................................... 19 Midwest Financial Processing MillerCoors ............................................................ 19 ............................................................................................ BC

Newton Manufacturing Company Precision Pours, Inc. Sanimax 42 ....................................................................... 29 ....................................................................................................... 27

Society Insurance .......................................................................IFC

SYSCO Food Services of Baraboo, Inc. ................................................ 6 “Tavern League: Portraits of Wisconsin Bars” 23 WAMO ................................................................................................................... 7

Wisconsin Souvenir Milkcaps ................................................................ 42


Wisconsin Wine & Spirits Institute ...............................................................................................IBC

aDVeRtISInG InFORmatIOn COntaCt:

STATEMENT OF OWNERSHIP MANAGEMENT AND CIRCULATION Statement of Ownership, Management and Circulation required by Title 39, United States Code 3685. Publication Title: On Premise. Publication number: 1051-4562. Filing Date: Sept 20, 2011. Frequency: bi-monthly. Number of issues published annually: six. Annual subscription price: member, $10.00, which is included in dues; non-members, $15.00. Mailing address of office of publication: Tavern League of Wisconsin, 2817 Fish Hatchery Rd., Fitchburg, WI 53713. Mailing address of general business offices: same. Name and mailing address of publisher: Kelly Wolf, Slack Attack Communications, 5113 Monona Drive, Madison, WI 53716. Name and mailing address of editor: Slack Attack Communications, 5113 Monona Dr., Madison, WI 53716. Name and address of Managing Editor: Kelly Wolf. Owner: Tavern League of Wisconsin, 2817 Fish Hatchery Rd., Fitchburg, WI 53713. Known bondholders: none. Total number of copies (net press run): 5,720 average last 12 months; 5,488 last issue (July/August 2011). Paid circulation-mail subscriptions: 5,419 average last 12 months; 5,213 last issue. Total paid circulation: 5,419 average last 12 months; 5,213 last issue. Free distribution by mail: 0 average last 12 months; 0 last issue. Free distribution outside the mail: 205 average last 12 months; 143 last issue. Total free distribution: 205 average last 12 months; 143 last issue. Total distribution: 5,624 average last 12 months; 5,356 last issue. Office use: 96 average last 12 months; 132 last issue. Returns from news agents: none. Total: 5,720 average last 12 months; 5,488 last issue. Percent paid or requested circulation: 96.3% average last 12 months; 97.3% last issue. I certify that the statements made by me are correct and complete. Signed: Kelly Wolf, Publisher.


On Premise 2011 November/December

Heidi Koch Slack attack Communications


2011 November/December On Premise  

Official bi-monthy publication of the Tavern League of Wisconsin - the largest and most powerful organization of its kind in the nation

2011 November/December On Premise  

Official bi-monthy publication of the Tavern League of Wisconsin - the largest and most powerful organization of its kind in the nation