Uncorking Profits by Trend-Spotting Can Be as Easy as Twist of the Wrist
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.
IRISH WHISKEY 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.
