FIRST SIP

In talking to some of the 2023 Cheers BevX Award Winners , one thing became clear : Guest expectations are much higher now than they were before Covid . Part of that is lingering pent-up demand for food , beverage and entertainment from consumers who couldn ’ t go out or travel during the worst of the pandemic .

But in many cases , it ’ s that people have learned how to make basic cocktails at home , so they now want something exceptional to drink when they go out . For most on-premise operators , the quality of ingredients and cocktail-making expertise have gone up post-Covid , says St . Louis-based mixologist Kira Webster — our Raising the Bar award winner .

Most people can make a simple Old Fashioned at home , Webster notes . So when they go to a bar or restaurant , they expect that Old Fashioned to be topnotch , with a high-quality whiskey , gourmet sugar and artisanal cherry , “ especially if they ’ re paying a little more for it .”

Rory Brown , associate professor of restaurant beverage education at the Culinary Institute of America ( our Multi-Concept Restaurant winner ), has found that younger guests “ want to have as many flavor experiences as possible .” They also want cocktails that are Instagrammable .

How do you bring that unique and high-quality drink experience to multiple locations ? For Firebirds Wood Fired Grill , the Single-Concept Restaurant award winner , it ’ s incorporating the flavors of its signature grill into the bar .

Firebirds , which operates nearly 60 restaurants , has been grilling fruit before juicing it for cocktails . It also uses charred fruits and smoking herbs as garnishes , which has helped elevate the beverage program while keeping it on-brand , says director of beverage and special projects Lisa Kozloff .

It ’ s important for restaurants to have synergy between the kitchen and bar , says Webster , who has made a name for herself by bringing the flavors of Japan into the cocktails of St . Louis . “ It elevates the experience of the guest coming in , whether they realize it or not .”

You can read more about the 2023 Cheers BevX Award Winners starting on page 10 . Congratulations to all — cheers !

Melissa Dowling , Editor

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Cheers ( ISSN 1051-564X — USP Number 007-239 ) is published four times per year ( Spring Summer , Fall , Winter ) by EPG Brand Acceleration , 7760 France Avenue South , Suite 810 , Bloomington , MN 55435 . Periodical Rate Postage paid at Port Jervis , NY and additional mailing offices . Postmaster : Send address changes to Cheers , P . O . Box 96 , Port Jervis , NY 12771-0096 Subscriptions : Oneyear digital subscription rates : USA / Canada / Other Counties $ 12.00 All subscriptions payable in U . S . dollars . Payment must accompany order . Call the Cheers customer service number at 763-383-4492 or email customerservice @ epgacceleration . com Contents copyright © 2023 by EPG Brand Acceleration , 7760 France Avenue South , Suite 810 , Bloomington , MN 55435 . Reproduction without the express written consent of the publisher is prohibited . EPG Brand Acceleration , publishes Cheers , Beverage Dynamics , StateWays , Beverage Wholesaler , Industry Overview , Handbook Advance , Liquor Handbook , Wine Handbook , Beer Handbook and Fact Book .

4 Cheers • Winter 2023 www . cheersonline . com