2006 in a Bottle
Uncorking Profits By Trend-Spotting Can Be as Easy as a Twist of the Wrist
By Stephen Cunningham
Is it really 2006 already?
 Well, we had a good year, most of us. We have seen a solid
move from well spirits toward the top shelf. Our customers have been
demanding higher quality goods, and we have been happy to accommodate.
We move toward 2006 wondering what our future will bring, but it’s
pretty safe to bet that the trends of last year will progress and morph
into another banner year on-premise.
While certain restraints prevent the identification of every beverage
trend observed in clubs across America, evaluating many on the larger,
national scale still can be just short of clairvoyance. By category,
beverage purveyors have been hard at work — creating, innovating,
marketing and supplying — and many of the results, as we all happily
transition into 2006, appear as delicious with dollar potential as they
are in a glass. Consider the following highlights and happenings.
VODKA
I can’t even picture a year that is not led by vodka. Vodkas outsell
every other spirit combined. The leaders this year probably will be the
same as the last few years — Grey Goose, Smirnoff, Skyy, Absolut,
Finlandia, Level, Frïs –– with hundreds of competitors hot on their
heels for a share of the market. It is nice to see Ketel One catching
up, as well. The smaller-batch, high-quality vodkas also are being
embraced by the public — Liquid Ice, Shakers, Hangar One, Orange V,
Charbay, Boru, Rain, etc. Turn your staff and customers on to these,
and the bottles will empty. I’m also dying to try the Charbay Green Tea
Vodka, although I haven’t found a bottle yet.
RUM
I am sure as far as rums go, the current heavyweights will stay on top.
Bacardi is hugely popular everywhere, and the Captain is not far
behind. Captain Morgan’s Parrot Bay line is helping with the brand’s
momentum. The newly released Passion Fruit and Tattoo should have hit
retailer by this issue’s printing. They were introduced this past
summer to certain markets and received very well by all. Myers
Rum of Jamaica and Gosling’s Black Seal Rum of Bermuda also will vie to
be your dark rum concoctions this year. Another noteworthy brand that I
believe will be picking up speed as it is discovered by rum drinkers is
El Dorado of Guyana. It comes in various ages of 5, 12, 15, 21 and 25
years old. Other brands worth mention are Flor De Caña, Appleton
Estate, Matusalem and Whaler’s.
GIN
Seagram’s, Gordon’s Tanqueray, Beefeater and Bombay Sapphire will
continue their dominance as our favorite gins, but there are two gins I
see creeping into bars around the country, and those are Plymouth Gin
U.K. and Hendrick’s Gin of Scotland. Both now are standard issue in the
hip joints. In addition to trying out these two trendy gins, I suggest
if you haven’t already, try both Beefeater’s Wet and Tanqueray 10. They
are not brand spanking new, but I know they are worthy of gathering a
following as they are discovered by our patrons. We will see if any of
these contenders catches fire as the year progresses.
TEQUILA
I will be trying to put this mantra pertaining to tequila in everyone’s
head this year: “Gold color from aging good, gold color from additives
bad.” There is a lot of ignorance surrounding tequila. Sure, the least
expensive ones probably will lead in sales this year, but so will the
cheapest batteries and socks. By virtue, look for Sauza, Cabo Wabo and
Scorpion Mezcal to be in demand, and keep at least some of the
following agave juices on your shelf for your enlightened customers: El
Tesoro, Patrón, Don Julio, Cuervo 1800 or Herradura Reposado.
BOURBON/WHISKEY
The world’s best-selling bourbon is Jim Beam, but you have to have Jack
Daniel’s in house to keep Jim company. They both are great basic
products, but we are moving more toward high-end bourbon than the
previous year. You also need to stock at least one of the following at
your bar for 2006: Knob Creek, Maker’s Mark, Jim Beam 8 and Rip Van
Winkle 12. Maker’s Mark and Knob Creek seem to be the choice of today’s
bourbon drinkers, and the Beam 8 and the Rip Van Winkle 12 certainly
would satisfy the seasoned bourbon enthusiast. Also popular are Old
Forrester and Woodford Reserve.
SCOTCH
There are many choices of delicious scotch on the market for 2006. As
of this writing, we are emptying more bottles of Blended Johnnie Walker
Red and Single Malt Glenfiddich than anything else. You will need more
alternatives, however, Keep your shelves stocked with some blended
12-year-olds such as Johnnie Walker Black, Chivas or Pinch. Don’t
forget the single malts, either: Balvenie Doublewood, Lagavulin 16 and
Macallan 18 help round out a well-stocked rotation.
IRISH WHISKY
Jameson and Bushmills are standard fare on our shelves, and behind our
bars, they sell very well. However, as our guests’ knowledge of
products increases, so do their wants. Jameson 18 Year Old is an
excellent step up from the ordinary bottle, and Bushmills has Black
Bush, as well as an exquisite 16-year-old to pour. People will be
upgrading their Irish whisky in 2006.
BRANDY
Patrons will stand by their familiar names with Cognac, I believe.
Remy, Martell, Hennessy, Courvoisier — name recognition is huge with
Cognac. Again, as with any other category, people are becoming better
educated about spirits, and I believe you will see lesser-known names
with equal to or better quality than the big players being discovered.
Ferrand, Delamain, Meukow and Hine products are waiting to be
discovered by the masses. Armagnac, Cognac’s cousin, is poised to
be found, as well. Grappa steadily is gaining in popularity. Try
Castello Banfi (Italy) or Germain-Robin (United States). Cachaça or
Pinga, a Brazilian brandy, has been pouring steady in the Latin clubs,
and if people are asking for a Caipirinha or a Batida to drink, you
need a bottle.
LIQUEUR
The DeKuyper line, Tequila Rose, Baileys Irish Cream, Amaretto, Grand
Marnier, Frangelico, Drambuie, Sambuca, Southern Comfort, Chambord and
Jägermeister all will remain strong. The competition to watch this year
is Starbuck’s/Jim Beam Coffee Liqueur versus Kahlúa. Kahlúa always has
been on top, but Starbuck’s has a knack for marketing. Another liqueur
to pour for 2006 is limoncello, a classic Italian after-dinner drink.
Add this to your after-dinner or dessert menu and observe guest
reactions.
BEER
We all know who is going to sell the most beers in 2006: Budweiser,
Coors, Miller, Corona, Heineken and Amstel Light — and suddenly Stella
Artois –– but what if you would like to have some great beer on
hand that wasn’t as mass produced for 2006? Todd Alström of the
Beer Advocate suggests any of the products from these fine breweries:
Stone, Mercury, Rogue, Harpoon, Victory, Samuel Adams, Dogfish
Head, Sierra Nevada or Brooklyn. NCB |
