FIRST SIP

Summer 2021 Vol . 32 No . 2

Editor Melissa Dowling 763-383-4442 mdowling @ epgmediallc . com

Managing Editor Kyle Swartz 763-383-4447 kswartz @ epgmediallc . com

Senior Art Director Nicole Siewert nsiewert @ epgmediallc . com

Sales and Traffic Coordinator Kurt Eisinger 763-383-4420 keisinger @ epgmediallc . com

Contributing Editors Elizabeth Riggio , Thomas Henry Strenk

Senior Regional Sales Managers Mark Marcon 763-383-4456 mmarcon @ epgmediallc . com

Debbie Rittenberg 763-383-4455 drittenberg @ epgmediallc . com

Mariah Gjerdingen 763-383-4412 email : mgjerdingen @ epgmediallc . com

List Rental Kris Grauer , NPS kgrauer @ npsmediagroup . com 203-822-7933

Reprints Marcia Brewer MBrewer @ wrightsmedia . com Phone - 877-652-5295

Cheers ® is published by EPG Media & Specialty Information

Editorial offices at 10405 6th Ave N , Suite 210 , Minneapolis 55441 Tel : 763-383-4400 • Fax : 763-383-4499

CEO Marion Minor

Sr VP / Audience Development Joanne Juda-Prainito

Operations Director Bernadette Wohlman

BEVERAGE GROUP VICE PRESIDENT Jeremy Nedelka

CITIES AND STATES HAVE BEEN LIFTING Covid restrictions , as more people get vaccinated and coronavirus cases drop . For instance , at press time New York City was ceasing curfews and starting to allow bar seating , which had been banned for more than a year .

While some consumers may still be skittish about going out to eat or dining indoors , there seems to be plenty of pent-up demand for returning to the onpremise . The first time I ate dinner inside a restaurant since March 2020 was on a weeknight in early April 2021 , and the place was packed .

The latest Beverage Trak data from CGA ’ s Covid-19 On Premise Impact Report reveal positive signs of on-premise velocity nearly reaching levels seen in 2019 . We may be close to a new on-premise norm for sales and for operations , as many of the Covid initiatives — takeout and delivery , outdoor dining , cocktails / alcohol to-go , contactless menus and payments — are here to stay .

In an interview for our cover story , Andrew Jaffe , the chief marketing officer of Snooze , noted that the pandemic lockdowns forced consumers to shift to offpremise engagement with restaurants — unless they wanted to cook every meal at home . People that ordered food for takeout and delivery for the first time during Covid now trust that it works .

As a result , most on-premise operators will retain a good chunk of that to-go business even as dining rooms fully open . This opens up new revenue opportunities . The challenge will be managing the channels simultaneously and delivering a great product and service experience both on- and off-premise . Considering how operators have overcome the Covid hurdles this past year , they appear to be more than up for it .

We ’ ll recognize accomplishments in the face of adversity with the 2021 BevX Awards , which celebrate restaurant beverage programs for their creativity , originality and impact on sales and profitability . As this was no ordinary year , we ’ ll be judge the entries with an emphasis on how companies responded to pandemicrelated challenges , and implemented unique or innovative changes to their business as a result .

You can enter any beverage program that ran from January 2020 up to June 2021 ; entries are due July 9 . For more information and a link to the entry form , visit the 2021 Beverage Excellence Awards page . Good luck , and cheers !

Melissa Dowling Editor

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Contents copyright © 2021 by EPG Media & Specialty Information , 10405 6th Ave N , Suite 210 , Minneapolis 55441

Reproduction without the express written consent of the publisher is prohibited . EPG Media & Specialty Information , publishes Cheers , Beverage Dynamics , StateWays , Wine & Spirits Industry Marketing , Handbook Advance , Liquor Handbook , Wine Handbook , Beer Handbook and Fact Book .

www . cheersonline . com Summer 2021 • 5