FIRST SIP
HONORING THE BEST
It ’ s been a tough year for restaurants : We ’ ve seen Chapter 11 bankruptcy filings for Red Lobster , World of Beer , Buca di Beppo and TGI Fridays just in the past six months .
With such a difficult business climate thanks to a changed post-pandemic society , heightened guest expectations and consumers ’ disposable income squeezed by inflation , it might be tempting to pause investment in a beverage program . Menu engineering , drink development , procuring new products and training staff can be costly .
But savvy operators understand that so often it ’ s the beverage program that draws people in and keeps them coming back . The Covid-era lockdowns had consumers experimenting with bartending at home , and many today — particularly younger folks — are more knowledgeable about cocktails and spirits , as well as beer and wine .
Our crop of BevX winners this year exemplify the best in beverage , from tapping into the latest trends while adhering to their brands , to embracing and enhancing low- / no-alcohol offerings , to wine selections that captivate and pair well with the cuisine , to investing in training programs that ensure high quality and consistent execution .
For example , Hyatt Hotels ’ new Shaken and Stirred training program serves to elevate the guest experience by offering an inclusive , sustainable and quality-driven beverage selection . Maggiano ’ s Little Italy ’ s Mixologist Collection blends classic cocktails with contemporary mixology trends , bringing elements inspired by luxurious experiences from Las Vegas and Italy to its restaurants on a national scale . And The Tonga Room & Hurricane Bar — a San Francisco institution — overhauled its beverage menu while preserving the Tiki theme and enhancing the historical elements .
You can read more about what makes these operators winners starting on page 12 . We also celebrate bartender / consultant Alex Jump , an industry advocate championing health and wellness in the beverage industry and the recipient of our Raising The Bar Award , and Adventure Wine , our 2024 Beverage Training Provider — a new BevX category . All of the winners ’ stories provide inspiration for trying times .
On another positive note , things may be looking up for some of the troubled chain restaurants . Red Lobster emerged from bankruptcy in September under new ownership with ambitious plans to revitalize the chain , and in November a Texas bankruptcy judge approved the sale of Buca di Beppo to lender Main Street Capital . Here ’ s hoping that World of Beer and TGI Fridays will also be able to reorganize and get a fresh start . Cheers !
Melissa Dowling , Editor
Editor Melissa Dowling 763-383-4442 • mdowling @ epgacceleration . com
Managing Editor Kyle Swartz 763-383-4447 • kswartz @ epgacceleration . com
Contributing Editor Krystina Skibo
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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 © 2024 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 .
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