While it can safely be said that Americans may have a love for foreign cars and international cuisine, during the summer months, it is all-American in the land of libation. Looking at this month’s Buzztime Report, there are plenty of people setting up to sip Margaritas, but the majority of patrons will be lounging in the heat with an ice-cold domestic beer.

Three Cheers for Beer
    An overwhelming 70 percent of those polled stated that they would rather drink a beer than wine or a spirit in any form in the summer months. This should not come as a surprise to owners and operators out there, since beer may well be the second official drink of summer after lemonade. There are several reasons to keep frosty brews on the forefront this summer and several methods to making an extra buck off of them, too.
    First off, summer is all about the outdoors. Service outside should be kept casual and cold. Wine simply is not refreshing in 90-degree heat, and serving anything that requires a specialty glass, cocktail napkin, water-back and/or cherry is going to ruin the casual atmosphere –– this leaves beer being an obvious and optimal choice.
    Secondly, the beer companies tend to flex their promotional muscles a little harder in the summer months. Look to outdoor sporting events such as NASCAR, soccer, baseball and rugby to cross-promote with your favorite sponsors for the extra sale. One tip to remember, however, is that most men attending these sporting events are going to be accompanied by the ladies –– whether the ladies like it or not. So, make sure to have plenty of options to appeal to both genders such as a regular domestic and a light import.
    Studying question No. 2, domestic beer out-ranks the competition by nearly 40-percent for this summer. Last year’s trend towards I.P.A. summer brews and Belgium White ales seems to have turned back toward the American standard.

It’s a Summer Celebration
    Fourth of July brings about patriotism and people generally serve and drink domestic. Keep this trend rolling with promotions beyond the fourth such as Christmas in July, Trailer Trash parties and outdoor open-mic nights for local town musicians. And, don’t forget to mark National Talk Like a Pirate Day (September 19) down on your calendar to squeeze the last out of an Indian summer.

Classic Overall
    Aside from beer, there was a lot to be said for the last two categories on this month’s Buzztime Report. Fifty-two percent of people who preferred cocktails said that they still liked them simple in the summer. Everyone enjoys a dirty Martini, a simple Jack & Coke or a Bloody Mary now and again.
    The trend for the summer of ‘06 is keep it crisp, refreshing and simple no matter what you are serving. Now, that’s pretty good news for operators and bartenders everywhere, right?  NCB