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Looking out the window at gray-covered snow and pools of slush, it's hard to imagine that summer is beckoning. From a planning standpoint, however, the summer solstice is right around the corner, soon enough to begin devising your operation's beverage menu. For most, summer is the beverage season in the sun. There's nothing like heat and humidity to make people belly up to the bar. Thirst is a serious motivator and your parched clientele will be looking to you for relief. Summer is also a season ripe with marketing opportunities. There is a wide array of drink types and styles that lend themselves to summer promotions, more than at any other time of the year. Between the thinning ozone and rising temperatures, your clientele will be developing a palpable thirst. The question is - how do you best revive their wilting spirits? Don't wait for things to happen, formulate a plan. Flex your creative muscles and devise summer drink specialties that reflect the individuality of your establishment. So if you're not fully prepared for the annual summer invasion, here are a few tips. MARVELOUS MENUS Of all the marketing devices at
your disposal, none will be more effective than a well-conceived
summer drink menu. When it comes to creating your drink menu, remember
this is the age of do-it-yourself layout and design. If your budget
allows, elaborate menus with captivating graphics are impressive
and arguably more effective than a well laid-out, desktop published
bill of fare. On the other hand, a low-tech menu can be frequently
modified to reflect product or price changes, and unpopular items
can be replaced with more viable offerings.When constructing a bar
menu, keep the type face large, and easy-to-read. Low lighting conditions
necessitates printing your menu on a light colored stock. Use the
front panel of the menu for your company's logo and artwork. Be
creative. The objective is to grab your guest's attention such that
they peruse its contents. Don't forget to put your address and phone
number somewhere on the front panel. Often these menus are kept
as mementos.
The inside, left-hand panel is an ideal place to market your summer specialties. Include a brief, enticing description of each drink, with only a mention of its main ingredients. A rambling list of every ingredient reads more like a shopping list. The right-hand panel should be devoted to marketing your draft and bottled beers. The back panel is reserved for promoting your bar food menu and merchandise. SHAKING UP THE HITS - A signature drink needs three things to become an enduring classic - great taste, good production value and perceived value. Successful specialty drinks invariably have an intriguing captivating flavor, one not easily replicated without being privy to the recipe. If they want to taste it again, they have to come back. From a marketing standpoint, production value encompasses color, aroma, consistency, and presentation. Specialty drinks must look special, like something one couldn't easily concoct at home. Unusually colored drinks attract attention and stir the imagination. Don't discount the importance of aroma - the better a drink smells, the better it sells. Even the act of hand shaking a drink enhances its production value. The sights and sounds of a drink being masterfully prepared certainly improves its marketability. Perceived value in a specialty drink renders
down to good quality at a fair price. Sticking with high quality
brands and products is an unerring strategy. Likewise, people
know when they're being gouged on price and rarely will they allow
themselves to be consistently taken. SUMMER MIXERS – Don't overlook the obvious. America's favorite summertime potable is lemonade, and fortunately it makes an unsurpassed mixer. Lemonade marries beautifully with all styles of rum, including flavored rums such as Bacardi Limón and Cruzan's citrus-infused Junkanu, gin, vodka, tequila, and liqueurs such as Midori and Disaronno Amaretto. Even conventional concoctions are inspired when you add a splash of such relatively exotic flavors as papaya juice, mango, kiwi or tangerine juices. Also making a popular revival are old stand-bys such as Dr. Pepper and Squirt. They are both excellent mixers with scores of applications behind the bar. THE EUROPEAN THIRST QUENCHER – In Spain and throughout Europe the prescribed remedy for beating the heat is SANGRIA, a beautiful marriage of fruit and wine. The sangria is essentially a punch, a marvelous blend of red wine, fresh fruit, Rose's Lime Juice, and an assortment of spirits and liqueurs. There isn't one definitive version of the sangria. A descendant of this famous Spanish drink, the NEW WORLD SANGRIA, has taken the original one step better. The contemporary version has the added flavor of Chambord and effervescence of champagne. It's not quickly prepared, but well worth the wait. SPLENDID WHEN BLENDED – Blended, slushy drinks such as Margaritas, Piña Coladas and Daiquiris are always popular. But don't stop there. Feature frozen lemonade or blended Seabreezes (vodka, cranberry and grapefruit juice) or Madras (vodka, cranberry and orange juice). Long Island Iced Teas also taste great frozen, as do Blue Hawaiians, Mai Tais, Zombies and Singapore Slings. The options are endless. Cool, rich and delicious, ice cream ranks among the most popular treats. It tastes great when blended with nearly any combination of a vast array of liqueurs. Mix ice cream with sorbet or sherbet to make Creamsicles or frozen Peach Mambas. While you're at it, why not feature spiked root beer floats, ice cream Colorado Bulldogs or Frosted Cokes. After all, not everyone's watching their waistlines. Consider offering your clientele the patriotic E PLURIBUS UNUM, featuring a blend of Frangelico, Chambord, Kahlúa and chocolate ice cream. While it won't be the first choice of those on a diet, it will be the first choice of ice cream lovers. Another adventurous summer libation is the BANANAS BARBADOS, a tempting Caribbean specialty made with equal parts of Mount Gay Eclipse and Myers's Jamaican rums, crème de banana and vanilla ice cream. The KOALA BEAR is a palate pleasing specialty made with ice cream laced with banana and dark crème de cacao. SUMMER SPARKLERS – If you're looking for some effervescent thirst quenchers, consider promoting champagne drinks. They add a touch of excitement and class to any occasion that few other types of mixed drinks can match. A stand-up performer with long-lasting appeal is the ED SULLIVAN, a delicious blend of light rum, Disaronno Amaretto, strawberries and champagne. Consider also the TRYST & SHOUT, a summer chart-buster made with Disaronno Amaretto and champagne, and the all too revealing FREUDIAN SLIP that features brandy, Grand Marnier and champagne. One last thing, you're going to have to put your specialties into something, and the summer is an opportune time to use plasticware. Open up the patio, rake out the volleyball court and let your guests enjoy the sun without the headache and worry of broken or stolen glassware. The new generation of plastic glasses is attractive, sturdy and cost-effective. They expand your beverage service horizons - and give everyone a breathe of fresh air. 
The Original Guide to American Cocktails and Drinks - 5th EditionThe professional bartender's first choice in drink guides! This edition spans the breadth of mixology, including all the classic cocktails, infusions, the hottest Cosmopolitans, colorful and refreshing tropical drinks and ice cream drinks, Martinis and Manhattans, coffee drinks, plus much more. It also includes a great index and reviews of the hottest liquors and liqueurs on the market today. Improving since 1998, now in its 5th edition. ~ by Robert Plotkin ~ 344 pages ~ 6" x 9" ~ Item#: BCD05 ~ $14.95 ~
The Original Guide to American Cocktails and Drinks - 5th Edition - Downloadable |
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