The Mad Men-esque days of the three-Martini lunch may have fallen out of favor , but the breakfast Bloody Mary and mid-morning Mimosa are going strong . At least that ’ s what Snooze An A . M . Eatery is finding .
Visit one of the Denver-based chain ’ s 45 restaurants during the week — say , at 10 a . m . on a Tuesday — and “ you ’ d be surprised to see the folks enjoying a Mimosa or Bloody Mary with their breakfast ,” says its chief marketing officer Andrew Jaffe .
Part of that is the rise of the gig economy work force . Many people no longer traditional Monday-through-Friday , nine-to-five jobs , Jaffe notes . They ’ re working different , often quirky hours , “ and we ’ re seeing a lot of those folks during the week .”
It also helps that Snooze often locates its restaurants near hospitals , where people work odd hours and sometimes pull all-night shifts . “ For them , ‘ after work ’ may be seven or eight in the morning , so they ’ re having that downtime at Snooze with friends and coworkers ,” Jaffe says .
Consumers in general are seeking breaks from the norm — they want experiences , Jaffe says . Although Snooze typically serves breakfast and brunch daily from 6:30 a . m . until 2:30 p . m ., the chain provides a lively ambience with retro
– Snooze chief marketing officer Andrew Jaffe
www . cheersonline . com Summer 2021 • 13
CONTENTS
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On the Cover :
Andrew Jaffe , chief marketing officer of Snooze Photography by Zack Weinstein .
Summer 2021 • Vol . 32 No . 2
CLOSED
17
CLOSED
BEER
CLOSED BEER
WINE & SPIRITS
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BEER
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BEER BEER
Presenting the most resilient brands from the past year
2021
SPIRITS WINE
FAST TRACK ESTABLISHED RISING COMEBACK BRANDS GROWTH BRANDS STARS BRANDS
PG 18 PG 20 PG 22 PG 24
FAST TRACK ESTABLISHED COMEBACK RISING BRANDS GROWTH BRANDS BRANDS STARS
PG 28 PG 34 PG 34 PG 38
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features
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17 Wine & Spirits Growth Brands
Presenting the 2021 fastest-growers in the U . S . By Melissa Dowling and Kyle Swartz
38 Rum ’ s Staycation Power
The spirit ’ s beachside vibe and eminent mixability make rum a bar favorite By Thomas Henry Strenk
46 Gin Crafts A Comeback
Why the botanical-based spirit is finally showing some gains By Melissa Dowling
departments
COVER STORY
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Setting A High Bar For Breakfast
After a Covid pause , Snooze gets back into growth mode
By Melissa Dowling
By Melissa Dowling PROFILE ||||||
5 First Sip
Back to business : The on-premise is opening up
Setting A High Bar For
Breakfast
SNOOZE GETS BACK INTO GROWTH MODE
6 Drink Culture
A casino bets on pop-up bars , decadent dessert drinks , infusing tequila with flavor , What I ’ m Drinking Now , and more
ABOUT 10 % TO 15 % OF SNOOZE ’ S OVERALL SALES COME FROM BEVERAGE ALCOHOL : “ WE TAKE OUR BEVERAGE INNOVATION JUST AS SERIOUSLY AS WE TAKE OUR FOOD INNOVATION .”
www . cheersonline . com Summer 2021 • 3