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the The Alliance of Beverage Licensees Publican Fall 2013

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Quarterly Publication for the Alliance of Beverage Licensees

2nd floor 948 Howe Street, Vancouver, BC V6Z 1N9 T 604-688-5560 F 604-688-8560 Toll free 1-800-663-4883 20 [email protected] www.ablebc.ca

2012-2013 Board of Directors President Ron Orr Past President Al McCreary Vice President Jonathan Cross Vice President Poma Dhaliwal Vice President Mike McKee Treasurer Roger Gibson 8 14 24 30 Executive Director Ian Baillie Directors Al Arbuthnot, Brady Beruschi, Sandy Billing, Don Calveley, Al Deacon, Mariana Fiddler, John Lepinski, the Gavin Parry, Kurt Pyrch, Danny Rickaby, Stan Sprenger Director at Large Dave Crown

The Publican Editorial Committee Damian Kettlewell, Ralf Joneikies, Gary McPhail, Ron Orr, Brian Riedlinger, Cheryl Semenuik, Jeff Tennant PublicanFall2013 Designed, Produced & Published by: EMC Publications 19073 63 Avenue, Surrey BC V3S 8G7 Features Ph: 604-574-4577 1-800-667-0955 Departments Fax: 604-574-2196 [email protected] 8 BC's Craft Beer Revolution 4 President’s Message www.emcmarketing.com Publisher Joyce Hayne 12 Catering Endorsement for 5 Executive Director’s Report Designer Krysta Furioso Liquor Primary Licensees Copy Editor Debbie Minke 6 What’s New? ABLE BC Editor Ian Baillie 14 Tops 10 Mixology Trends 7 Spotlight on Flavoured Whiskey

Formats CSPC Copyright EMC Publications 20 Featured Publican - 13 Liquor Sales & Trends PUBLICATIONS MAIL AGREEMENT NO. 40026059 The Cove Neighbourhood Pub 17 Wine Report RETURN UNDELIVERABLE CANADIAN ADDRESSES 6 x 341 ml 661686 TO CIRCULATION DEPT EMC PUBLICATIONS 24 Rebirth of the Neighbourhood Pub 22 LCLB Report 19073 63 AVENUE 30L Keg 316059 SURREY BC V3S 8G7 28 A Remarkable Community Partnership 23 Names in the News email: [email protected] 30 Building Repeat Business 33 Ask the Expert 36 BCHF Update 34 Social Media Advertising 37 LDB Report Cover photo courtesy of Central City Brewing The statements, opinions & points of view expressed in 38 ABLE Benefits published articles are not necessarily those of ABLE BC. To place an order call 1-800-661-2772 Advertisers are not necessarily endorsed by ABLE BC. President's Message by Ron Orr

On May 14, the voters of BC elected the BC Liberal Party to its fourth straight While many may view this review as a further threat to our business interests, majority government and endorsed a group of individuals focused on building it is absolutely imperative that we all view this call for review and reform as an a strong economic future for the province. It is important to recognize the opportunity to modernize rules and regulations that affect us on a daily basis. continuity of the government as well as the changes incorporated with 24 At the Premier’s direction, there will be consultation and ABLE will be actively new Liberal MLAs. These new members, in co-ordination with the Premier’s involved in advocating the interests of its members. focused messaging, played a key role in securing a new four-year mandate for Two board committees have been formed to provide increased focus on the the party. On behalf of its members, ABLE has offered congratulations to all issues that arise as the government’s liquor review progresses. The committees’ successful MLAs and looks forward to engaging with our elected officials to joint mandate is to comprehensively review policies affecting both LP and LRS ensure ongoing strength and viability for our industry. members by identifying the issues, objectively reviewing the implications of It did not take long for the Liberal government to acknowledge our industry each issue, reviewing past policy positions, and establishing current policy and put us on notice that more change was ahead. On June 10, the Premier positions within today’s environment. Member input throughout this process asked Minister Suzanne Anton, the Minister of Justice and Attorney General, to will be extremely important and valuable as we try to establish a strong industry “immediately begin consultations with stakeholders on modernizing BC’s liquor consensus on the issues. Two-way communication between ABLE and its legislation and regulations and bring forward options for reform to Cabinet” and members will be a critical component of our success and we have established to “consider and present options to convert the Liquor Distribution Branch into a dedicated email address [email protected] for communication on either a Crown agency or Crown corporation with its own Board of Directors.” liquor review issues. All members are encouraged to provide comments, ideas, suggestions, etc. to this email address. ABLE’s board promptly met with Minister Anton and Parliamentary Secretary John Yap, both of whom have responsibility for the liquor review. In particular, This review provides an excellent opportunity for ABLE to study the LP Mr. Yap will lead the industry consultation, and then give his recommendations and LRS frameworks and participate in the mandated task of reform and to Minister Anton, who will present those recommendations to Cabinet. We modernization. While many simply wish for the status quo, this does not seem look forward to building on the legacy of success that began with Minister Rich like an option. Your board is committed to using this review to strengthen Coleman, who moves on to other government priorities. ties with its members, industry stakeholders, and the government to design a stable framework that provides a secure and profitable investment climate for our industry. Following the lessons learned during the recent provincial election, it is imperative that we have a strong, unified vision, and messaging that is consistently delivered from all members, both new and long-standing. We will benefit from a heightened sense of community amongst all members, which will strengthen us as an organization and give us greater clarity when working with government and other partners. To that end, we are very pleased with the roster of new members that joined ABLE in 2013 and we will continue our efforts to expand the membership into 2014. As a member, please remember to promote your membership benefits to other operators and invite them to contact the ABLE office for details. As we look ahead to the fall season, it is time to remind members of two very important pieces of business that will soon be upon us. Nominations for the upcoming Board election are due in early September and we are looking forward to receiving nominations from members - it is through active Board elections that we ensure the continued relevance of our organization. I encourage interested members in eligible regions to seek a board nomination and I encourage all members to participate in the election process and submit their vote. And of course, there is the CONNECT tradeshow scheduled for October 27 & 28 at the Vancouver Convention Centre. It is not too early to start making plans to attend YOUR tradeshow! This year’s tradeshow combines the success of the BC Hotel Association/ABLE show with the Canadian Restaurant & Foodservices Association show to form one super tradeshow for BC’s hospitality sector. A new management company will be bringing their extensive experience to the new CONNECT tradeshow - you should ensure you are present to take it all in. See you there!

4 The Publican Executive Director's Report by Ian Baillie

The next four years will be very exciting for ABLE BC and our industry as a ABLE’s board promptly met with both Minister Anton and Mr. Yap, and we whole. The ballots have been counted, and the BC Liberals have been returned are confident that our concerns will be strongly considered and respected as for a fourth consecutive term in government. We’d like to congratulate Christy part of the review. Rest assured that ABLE remains committed to protecting Clark and the BC Liberal team for their impressive victory. and promoting our members’ interests, just as we have done in the past. As we move ahead with Minister Anton and Mr. Yap, it’s also very important to We also want to acknowledge the contributions and commitments by both thank our previous Minister, Rich Coleman, who moves on to become Deputy the BC NDP and Green Party towards our province and congratulate Andrew Premier. Weaver on becoming BC's first ever Green MLA. ABLE has consistently benefitted from a positive working relationship with the provincial Earlier this summer, I was honoured to speak at the Economic Club of Canada government and politicians of all stripes, and we look forward to building about the success of the BC liquor industry. You may be aware that Ontario upon that in the months and years ahead. is currently discussing the future of its own liquor industry, and I was asked to share lessons about how ABLE members have heightened the variety, It’s within the context of this strong relationship that ABLE looks forward to convenience, and expertise available to the public when purchasing alcohol. advocating for our industry as part of a broad-based Liquor Policy Review There was great interest from many Ontarians, and I was very proud to being conducted by the provincial government. Premier Clark has indicated represent our members on a national scale. that modernizing the BC liquor industry is a priority, and she has appointed two strong members to carry out that important work. In recent months, I’ve also visited Kamloops, Kelowna, and communities across Vancouver Island, to meet with existing and prospective members. Suzanne Anton, as Minister of Justice and Attorney General, is also the new One of the many benefits of serving as Executive Director is the opportunity Minister Responsible for Liquor. In her mandate letter, she was directed to to experience the great variety of independent businesses that contribute undertake a process to modernize the entire liquor industry. to communities across BC. It is through such visits that I am better able to We feel Minister Anton is well suited to understanding the vital contributions understand and advocate for our entire industry. If you have any questions, that our industry makes to all British Columbians. Joining Minister Anton is or are interested in future travel plans, please get in touch with our office. We John Yap, who was appointed her Parliamentary Secretary and given specific always love hearing from you! responsibility for the Liquor Policy Review.

The Publican 5 What's New? by Debbie Minke

Beer Wines

Rodenbach Classic is a unique, sour Flanders Red Ale. The mixed Two Oceans Pinot Grigio is brilliantly clear with flecks of green. It’s subtly perfumed with fermentation and the maturation in oak casks for two years give this ale a floral notes and fragrances of dried apricot and peach and a hint of lychee. It’s crisp, zesty, soft-sour flavour and complex fruitiness like wine. 330ml $ TBD Spec and easy-drinking. 750ml $10.99 Listed

Grimbergen’s La Blonde is a Belgian top-fermented beer that’s round and Lini 910 “Labrusco” Lambrusco offers aromas of red fruits, in particular blueberry and harmonious. Slightly fruity, its subtle spices are unique to Grimbergen raspberry. It is balanced, and intensely flavourful with a slightly tannic finish. 750ml Abbey. The Dubbel has several malts and double fermentation, resulting $19.99 Spec in a rich burgundy colour, and a bittersweet flavour with hints of caramel. No. 99 Wayne Gretzky Okanagan wines have been crafted in celebration of the diversity Both 6x330ml $14.99 Spec and excellence of vineyards in BC. Each bottle purchased supports the Wayne Gretzky Italy’s Birra Amiati is considered one of the most creative and interesting Foundation that helps kids in communities across Canada. Chardonnay 2012 - clear and craft breweries. Aldobrandesca (Wheat Beer) is crafted from an ancient bright, medium-bodied $15.99; Pinot Grigio 2012 - juicy flavours of peach, melon and medieval recipe based on barley, wheat, rye and spelt, and is spiced with red apple $15.99; Cabernet Sauvignon Syrah 2011 - bouquet of blackberry, currant, and coriander, cardamom and orange peel. 750ml $8.45 Spec Bastarda Rossa black cherry $17.99; Merlot 2011 - notes of cherry, plum, and raspberry linger on the (Chestnut) is a red, double malt containing 20% chestnuts from Mount finish $17.99; all 750ml, all listed. Amiata. 750ml $9.45 Spec Contessa - This Italian Pale Ale has balanced Terra Australis Cabernet Merlot 2012 is soft and rich, displaying vibrant blackberry and bitterness with strong citrus and floral notes. 750ml $9.45 Spec Birra del plum with hints of mocha and spice. It teams beautifully with lamb. 750ml LTO $9.99 Buttero - Marsilia is a golden ale with a slightly salty flavour. 750ml $8.45 Spec Terra Australis Chardonnay Semillon 2012 is fresh and lively with tropical and Spec citrus notes. It’s well rounded, clean, and crisp. 750ml LTO $9.99 Spec

Incognito Red 2010 from Michael David Winery is blended from 8 grape varietals - Syrah, Carignane, Mourvedre, Souzzo, Tannat, Cinsault, Petite Sirah, and Merlot. It shows a nice cherry and plum aroma with medium tannins and a long, smooth finish. 750ml $21.99 Spirits Spec Canada’s Forty Creek Genuine Cream is crafted with fresh dairy cream, Honey Badger Sweet Red 2012 is a juicy Shiraz from South Africa that boasts ripe red delicately blended with fine spirits and award-winning Forty Creek Whisky. and black berry flavours perfect for smooth sipping or delicious with hearty meats. Enjoy rich flavours of vanilla, chocolate and caramel. 750ml $28.95 Spec Forty 750ml $11.99 Spec Creek Copper Pot Reserve is a Canadian handcrafted whisky with amped up flavour, delivering a bolder and richer taste profile. 750ml $28.45 Spec Cameron Hughes Lot 304 2009 Meritage, Napa Valley is an expression of what is best in Bordeaux blending and showcases the craftsmanship of the winemakers. Each Siberia Pine Nut Vodka is an exquisitely smooth vodka crafted using a component is sourced from high-end producers and could easily stand on its own. The traditional local recipe. A 9-stage purification process is utilized and the vodka tannins are well integrated and this wine will continue to improve for years in the bottle. is flavoured with Siberian pine nuts. 750ml $28.00 Spec 750ml $24.99 Spec

The Macallan 1824 Series of Highland Single Malt Scotch Whiskies has just Andrea Oberto 2011 Barbera d’Alba is intense ruby-red turning to light purple hues, become available in BC. All are 100% natural colour, 100% sherry oak. The Gold due to the ageing in barriques (40%). The nose shows well-integrated oaky notes with presents a lemon citrus nose, then orange peel and an interlacing sweetness hints of plum and cherry. It offers a bit of heat on the palate with rich toasty notes of ripe that softens but doesn’t eliminate the zest. 750ml $65 On the palate, the fruit and jam. 750ml $20.99 Spec Amber offers fresh green apples and lemons mingling with cinnamon as well as ginger notes and subtle oak. 750ml $95 Sienna is gentle, smooth, and Bodegas Enguera Distinto 2010 is crafted from 100% organic grapes, a 50-50 blend warming. 750ml $175 Ruby’s finish is long, lingering, and reflective. 750ml of Tempranillo and Syrah. The palate is full of fruit and spice, backed with dark cherry $295 intensity. 750ml $14 Spec

Capel’s Pisco Sour Light is a low-calorie cocktail made with lemon and pisco, Les Soleillades 2012 Coteaux d’Aix en Provence Rosé is a blend of Grenache, Cinsault, a wine-distilled alcohol that is the Chilean national spirit. Combine with syrup, and Syrah. It’s bright and pink with notes of crisp watermelon and citrus over a raspberry lemon juice, egg white, ice, and a dash of Angostura bitters for a Pisco Sour. background. 750ml $14.99 Spec 700ml $15.99 Listed Schild Estate 2012 Barossa Unwooded Chardonnay is upfront and round, offering a Uncle Val’s Botanical Gin is crafted in small batches using infusions of juniper, juicy mouthfeel with notes of white peach and tropical fruit. It has a clean mineral-acid cucumber, lemon, sage, and lavender, creating a complex and subtly pleasing framework. 750ml $19.99 Spec sensation of flavours. 750ml $67.80 Spec L’Arnot Blanca, Terra Alta 2012 is packed with bright flavours and aromas of white XFour Bremner’s Blueberry Infused Vodka uses over ½ lb. of fresh, premium nectarines and orange marmalade. It’s crisp and clean with a generous finish. 750ml BC blueberries in each bottle. It’s crisp and delicious. 750ml $47 Spec $12.99 Spec

Alizé Coco Liqueur is smooth and sweet on the palate, with vibrant island Trapiche Broquel Torrontés is an elegant white with sweet aromas of flowers and fruits. coconut and tangy passion fruit flavours. It’s the perfect complement to Its pronounced acidity highlights the freshness. 750ml $17.99 Spec vodka, rum, Champagne, and tequila, or delicious by itself on the rocks. 750ml LTO $24.99 Spec

6 The Publican Spotlight on Flavoured Whiskey

by Trevor Kallies

Who can ignore the explosion of flavoured spirits Whether for or against, put your opinions aside on the shelves of liquor stores these days? There and think about what these spirits can do for are more flavours of vodka than ice cream it seems the whiskey industry as a whole. The person that - from cupcake to marshmallow to peanut butter enjoys Red Stag is probably not the same person and jelly. Tequila, gin, and rum are now available who reaches for the high proof bottle of Booker’s, in various flavours . but that Red Stag drinker might be the one who would typically drink vodka-soda-cranberry, or As far back as 1976, commercial bourbon distillers tequila with salt and a lime wedge. Suddenly the have been adding flavour to their whiskey (Wild person who didn’t drink whiskey is able to enjoy Turkey Bourbon). Jim Beam brought Red Stag it in his or her own way. Think of it as whiskey (cherry) to the market a few years back and Brown with training wheels. Eventually, these drinkers Forman has a few flavours on the shelves as well: could find themselves with a straight shot or a Early Times Fire Eater (cinnamon) and Jack Daniel’s measure over rocks. Honey. The Canadians and the Irish weren’t ready to let the Americans have all the fun - Crown Royal You probably won’t find many people sipping has a maple (of course) and Bushmills became the these liquids from a crystal glass à la Don Draper. first Irish brand to produce a flavoured whiskey. More likely they will be chilled or added to coffee or coke. But what better way to get a sales lift Whip Canadian Whiskey… Blueberry Blended These days, the flavoured spirit category is than to showcase a spirit almost destined for the Scotch? It is doubtful we’ll see that happen. There definitely booming. According to one 2012 shooter glass. It's the Jägermeister effect - shots. is a major element of integrity to these whiskeys. Neilson study, flavoured whiskey accounted for They are mindful of the history of the brand and nearly 75% of growth among all whiskeys, and That’s where a good portion of the liquid ends up. the spirit category. The men and women making 42% in bourbons. It's a bridge between the man/woman differential flavoured spirits are attaching their names to some as well as the bourbon/shooter divide. It's a These whiskeys are not for everyone, though. of the finest spirits in the world. Not to devalue common ground where most can find a flavour There are the purists who say they’re not whiskey flavoured whiskey, but I feel it will be a slow and that speaks to their profile. at all and lump them into the liqueur category. steady introduction rather than an arms race to Bartenders would prefer to stick with the base So with the emergence of these new flavours, produce new flavours. spirit and make their own flavour shine through what is next for the flavoured whiskey category? the drink rather than be subject to the flavour in Will the marketing teams mimic the success of the bottle. vodka flavours? Cotton Candy Bourbon… Licorice Trevor Kallies is Bar & Beverage Director for the Donnelly Group

The Publican 7 BC's CRAFT BEER REVOLUTION by Joe Wiebe

Photo courtesy of Central City Brewing 8 The Publican Photo courtesy of Crow & Gate Pub

Welcome to the Craft Beer Revolution in BC. New craft breweries are opening across the province; Rendering courtesy of Red Truck Brewing restaurants are swapping their big brewery taps for local craft taps; and private liquor stores (LRS outlets) are giving craft beer more space on their shelves and in their coolers than ever before. This boom has been growing for several years, and it shows no signs of abating. Take a look at the numbers (courtesy of the LDB’s Quarterly Market Reviews). Since 2006, when this explosion seems to have started, sales of craft beer have risen from $53.6 million for 16.8 million litres to $160 million for 42.3 million litres last year. That represents a tripling in market size over seven years, more than 40% per year. Beer drinkers are increasingly swapping big brands for local brews: microbreweries’ slice of the beer pie in BC has grown from less than 6% in 2006 to nearly 18% as of March this year. Over that same period, 17 new craft breweries and Although Victoria has long been the focus of the Four new breweries opened in and around brewpubs have opened in the province - many in craft beer revolution dating back to the 1984 Vancouver in 2012 - Bridge Brewing in North smaller communities away from the major urban opening of Spinnakers, Canada’s first brewpub, Vancouver, and Coal Harbour, Parallel 49 and centres, such as Tofino, Powell River, Duncan, Vancouver has recently taken to craft beer like Powell Street Craft in the city itself. Several Invermere, Cranbrook, Oliver, and Salmon Arm. never before. It took a while, though - no new more are expected to open this year, along with BC is now home to more than 50 craft breweries breweries or brewpubs were built in Vancouver major new brewing facilities by Steamworks (in and brewpubs, and that number could reach 60 between 1998 and 2011, with most of the growth Burnaby), Central City Brewing (in Surrey), and by 2014. occurring in the suburbs, where the lower cost of the Mark James Group’s Red Truck Brewing (in rent or real estate made the business of brewing Vancouver). more viable.

The Publican 9 A major part of the excitement around craft beer has been the rise of tap house culture.

Vancouver City Council has now approved on-site tasting lounges for breweries, wineries, and distilleries, making it even more viable for small craft breweries to operate successfully in the city. Indeed, Vancouver has become the engine that drives the craft beer revolution. Brewers from Tofino to Fernie know that if they can make good beer and get it to Vancouver, it will sell. Victoria’s Driftwood Brewery, which opened in 2008, has grown into one of the province’s best breweries and expanded its operation considerably thanks to the popularity of its flagship brand, Fat Tug IPA. The brewery even opened its own distribution warehouse in Richmond just to serve the Mainland market. A major part of the excitement around craft beer has been the rise of tap house culture, where bars or restaurants put 20 or more different brands of craft beer on draft. The Alibi Room in Gastown spearheaded this trend when Nigel Springthorpe took over as co-owner and manager in 2006. Now, BC’s unofficial craft beer headquarters has more than 50 beers on tap with lineups out the door on any given night. Springthorpe is joining the revolution on the brewery side of things too, as co- owner of Brassneck Brewery, a growler-focused storefront operation set to open this summer on trendy Main Street. St. Augustine’s, a tap house on Commercial Drive with 50 taps, is owned by the group that opened Parallel 49 Brewing last year. That brewery has expanded considerably in its first year - it is already one of the province’s biggest, most successful craft operations. On the Island, the Garrick’s Head Pub on Government Street in Victoria reopened last December, and has quickly become the favourite watering hole for Victoria’s many beer geeks. Craft beer’s popularity is pushing into smaller communities, too. Tap houses are doing well in places as diverse as Maple Ridge (Billy Miner Alehouse), Kelowna (Smack DAB and the Train Station Pub), and Penticton (Kettle Valley Station Pub). There isn’t a better success story than Chilliwack’s District Public House, which opened on June 1, 2012. Owner Brad Stuart described its evolution, which mirrored his own growth as a beer geek: “I wasn’t a craft beer guy before we started, but decided I needed a couple of different beers on tap just to be different from everyone else.” Stuart called a few breweries, including Driftwood and Howe Sound Brewing (Squamish) as well as Old Yale Brewing, a local microbrewery that had recently closed and reopened under new ownership. Initially, District opened with 10 taps. “It took off,” Stuart describes. “Local beer geeks - the guys who live and breathe beer and the home brewers association out here - started showing up. Then we added four taps and we were up to 14, which is big for Chilliwack. I was concerned if I was just going to dilute the sales from the 10 taps. But more people started showing up, and we added another three, and then another four, and another seven, so we’re up to 28 taps now.” The District Tap House has become a destination for beer lovers. He regularly meets customers from Langley, Pitt Meadows, and Mission. “All of a sudden, our demographics aren’t just the 90,000 people in Chilliwack, which is still a good market for us,” he explained. “Now we’re talking 250,000 people in the Fraser Valley.”

10 The Publican 2013’s Crop of New Craft Breweries Four Winds Brewing (Delta) Opened: June 2013 Deep Cove Brewers and Distillers (North Vancouver) Opened: July 2013 33 Acres Brewing (Vancouver) Opened: July 2013 The Heid Out Brewhouse (Cranbrook) Opened: June 2013 Brassneck Brewery (Vancouver) Opening: August 2013 Three Ranges Brewing (Valemount) Stuart quickly realized that craft beer lovers crave Was this a case of “if you build it, they will come?” Opening: Summer 2013 variety: “They want something new all the time. “The beer geeks were definitely here,” he said. Wheelhouse Brewing (Prince Rupert) People aren’t coming in to get drunk; they’re “There was a real culture in place with Old Yale Opening: Summer 2013 coming in to taste new beers.” Brewing. People were just waiting for someone Bomber Brewing (Vancouver) Just as craft beer drinkers prefer well-made beer to open a place, and once we did, they just keep Opening: Fall 2013 from local breweries, they also want good food coming. It’s the only way to go…. Sometimes I get made from locally-sourced ingredients. “Our menu nervous that another pub is going to catch on.” Beachcomber Brewing (Gibsons) Opening: Fall 2013 is not cheap by any stretch of the imagination, Welcome to the Revolution. but people know they’re going to get what they Main Street Brewing (Vancouver) expect,” Stuart explains. “Yesterday, a Monday, our Opening: Fall 2013 Joe Wiebe is the author of Craft Beer Revolution: The Insider's Guide to B.C. food sales were only slightly less than our alcohol Four Mile Brewpub (Victoria) Breweries. Check www.thirstywriter.com or www.craftbeerrevolution.ca. sales, and we are a liquor primary, so people are Opening: Fall 2013 coming for our food as much as the beer.”

The Publican 11 Catering Endorsement Opportunity for LP Licensees

by Dennis Coates

On February 6, the Liquor Control and Licensing There are notification requirements for the catering Branch announced the opportunity for licensees endorsement application, which is available in a to apply for a catering endorsement on their very user-friendly format on the LCLB’s website. liquor primary license, or alternatively, to apply Permission for catered events will usually be for a stand-alone catering license. For many Liquor automatically approved for events of 500 people Primary (LP) holders, this is an opportunity to or less. expand their business to further service new and The initial cost of a catering endorsement is $330, old clients. and the renewal is based on the annual liquor In the past, it was necessary to obtain a Special purchases from the LDB. Renewals range from Occasion License to provide and serve alcohol $250 to $1,700 for purchases between $500,000 to accompany the catering contract, a process and $1,000,000. that was very cumbersome. This would require Dino Bernardo from the Commodore, a LP in the end user to make the application, and Kamloops, is applying for endorsement and determine the precise amount of alcohol required explains, “We would like the caterer's endorsement to be purchased as well as returning the unused because in the past, when doing food for events, inventory at the end of the event. By definition, we have been asked to supply alcohol for the Special Occasion Licenses are for a non-profit event, but it was a complicated process to get the purpose and often charities had to be utilized as special occasions licence. I support the program the applicant. and the government opening up this opportunity LP operators who obtain this catering endorsement because it simplifies the process and gives us an will now be permitted to maintain a separate avenue to increase our sales over and above the inventory for the catered events, which allows business we currently do. We have a small room, sourcing popular and properly priced wine and which only allows parties of 65 or less for food other products as well as providing a quick process and drinks, but we have a large kitchen, which to respond to an order for a catering contract. would allow us to do outside catering jobs very proficiently. With this catering endorsement, we There are certain basic requirements for the LCLB’s could now take on bigger events of 70 to 200 catering endorsement eligibility and approval people.” including the necessity of a commercial kitchen, Serving It Right certification for all catering staff, The Kerasiotis Group of Vancouver operates a and the necessary equipment to carry out a number of facilities and also provides services to catering function off site. live entertainment events. This group is also in the application process, and Dax Droski shares, At the present time, liquor must be purchased “Over the years we have worked with a number through the LDB, catering staff must be in of out-of-town event planners and companies attendance throughout the event, and minors that host events. Under the previous regulations, may be employed with respect to food service, we did not have the flexibility to handle all aspects but not liquor service. There are also restrictions of liquor service for their events. This [catering that prohibit caterers from advertising events or endorsement] simplifies the process and allows us, hosting their own events. ‘the professionals’, the ability to use our experience One really useful opportunity for hotels or rural LPs to provide responsible liquor service.” is the ability to cater an event in a hotel or facility The catering initiative by the LCLB is a positive that is outside the licensed areas. There is currently process that will allow LP operators to expand their a LCLB restriction on licensing banquet rooms that business compensating for some of the current are free standing or part of a facility that is not a challenges in the industry. hotel. These usually are events such as weddings that start out on a beach or lawn before moving into the licensed facility. Dennis P. Coates, QC is with MJB Law and can be reached at 250-319-4808 Some facilities are not allowed to have a catering or [email protected]. endorsement, including nightclubs, gaming facilities, theatres, and stadiums.

12 The Publican LIQUOR SALES & TRENDS For Total BC Market April 1 - June 22, 2013 Beer

Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 18,683,354 0.1% $27,345,331 1.4% 29.0% LRS 29,497,528 1.2% $39,831,406 2.4% 45.8% Licensee 14,022,813 -2.3% $52,397,381 -3.2% 19.6% Other 3,612,351 2.7% $22,670,457 25.2%

Product Total from All Sources 65,816,047 0.2% $89,847,195 1.0% 0.1%

Spirits Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 2,409,954 -2.4% $26,515,095 -7.0% 46.3% LRS 1,868,711 1.7% $19,671,589 7.0% 35.1% Licensee 700,912 -0.8% $22,316,332 -2.8% 13.6% Other 354,855 -0.6% $10,350,930 18.6%

Product Total from All Sources 5,334,432 -0.6% $56,537,613 -1.6% 0.2%

Wine Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 7,046,434 0.1% $32,845,235 -1.6% 47.8% LRS 3,724,600 2.4% $15,130,870 -4.0% 23.6% Licensee 1,880,396 -4.4% $30,157,593 -7.8% 15.2% Other 1,407,105 5.2% $19,721,958 28.6%

Product Total from All Sources 14,058,536 -0.5% $67,698,062 -8.1% 0.2%

Refreshment Beverage Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 2,388,744 9.0% $3,992,582 12.8% 29.4% LRS 4,430,234 19.0% $6,745,410 15.8% 56.3% Licensee 596,310 7.9% $2,922,827 5.2% 8.1% Other 489,197 15.9% $1,797,140 14.3%

Product Total from All Sources 7,904,485 14.8% $12,535,131 13.6% 0.2%

Note: (1) Measured in Gross Retail Sales Dollars. (2) Report includes all liquor sales from BC market. Source: BC Liquor Distribution Branch

The Publican 13 Top 10 MIXOLOGY TRENDS by Joanne Sasvari

Photo courtesy of Jay Jones 14 The Publican It wasn’t long ago that aromatic bitters and fresh juices were exotic ingredients for BC’s bartenders. Now they’re commonplace. That’s why Jay Jones, executive bartender and brand ambassador for the Donnelly Group of pubs, nightclubs, and cocktail lounges, says that when it comes to modern mixology, “I think the ‘trend,’ for a lack of a better word, is things that were trends becoming standard.” Trends come and go, especially in the world of mixology. Some are here for but a minute, like molecular mixology, while others are here to stay. One of those, hopes Justin Taylor, is the return to service. It’s a huge trend right now, says the lead bartender at Yew Restaurant + Bar, who also sits on the committee determining the drinks direction for Photo courtesy of Yew Bar Four Seasons hotels worldwide, but it shouldn’t be a trend at all. “When you look at what a bartender should be, it’s a gracious host,” Taylor describes. “It’s bartenders are moving away from sugary sodas not so much what’s in the glass, but how you do it 2. Local, Local, Local to fresh juices, herbs and teas, and they’re getting that will have people come back to you.” In the Okanagan, you’ll find “farm-to-glass” cocktails serious about low- and no-alcohol drinks. And one using local cherries, tomatoes, and honey. In Still, there are trends that make drinks very much of the healthiest changes has been the return to Whistler, cocktails boast spirits from nearby "of the moment", and unlike a decade ago when small cocktails. As noted cocktail writer Camper Pemberton Distillery. In Vancouver and Victoria, we were still calling cocktails “martinis” and English said, “Drinkers aren’t looking to get wasted it’s all about “100 Mile” cocktails. For years, our muddling the heck out of everything. Here are in two cocktails flat.” the top 10 trends BC’s bartenders will be shaking culinary scene has emphasized local producers; up this year: now bartending is going the same way, supporting local distillers, winemakers, farmers, and artisans. 4. Beyond Vodka 1. Fresh Ingredients Neutral-tasting vodka may still be the world’s 3. “Healthy” Drinks best-selling spirit, but cocktail aficionados are The biggest trend in cocktails is using fresh fruit increasingly choosing spirits with character and In what could be seen as a return to the apothecary ingredients, especially juices, (or fresh-frozen for flavour. Globally, the juggernaut is gin, but locally, tradition of cocktails, many bartenders are making high volume establishments). It’s a return to the whisky has been the big trend of the last few years, their drinks, if not exactly healthy, then at least way cocktails were made before science made with sweet bourbon gradually giving way to spicy better for you. Dani Tatarin, bar manager at artificially flavoured products more accessible than rye. Two other spirits are also shaking up the drinks Vancouver’s Keefer Bar, uses ingredients from natural ones. Still, many bars continue to use pre- scene: rum, in super-trendy tiki drinks as well as Chinese medicine in her drinks, and bartender packaged sour mix, lime cordial, and chemical-rich spirit-forward classics like the Manhattan; and Lauren Mote uses herbs that have antioxidant, bottled juices. “It’s a travesty,” notes Taylor. “Use real mezcal, with its whiff of smoke and cornucopia energizing, and digestive properties. Other ingredients. People will pay for it, and they’ll come of fruit, spice, and chocolate flavours. back for more.”

The Publican 15 5. Classics Get Creative coupes, champagne flutes, and copper Moscow Mule or silver julep cups. And, just as varietal- Update Your Drinks List The last few years have seen an obsession with specific wine glasses became popular a few years pre-Prohibition classic cocktails, but as Jones says, Wondering if your bar program is back, look for the next big thing to be spirits- “If you’re not being creative, you’re just embracing keeping up with the times? Here’s specific glasses for tequila, whisky, and cognac. the past, and not investing in the future of cocktail an easy checklist of what’s in, and culture.” It was only a matter of time before what’s not. bartenders returned to creative craft cocktails, 8. Better Bubbles In: Beer cocktails and that time is now; we’re seeing an explosion of Overly sweet, artificially-flavoured pops are out, Out: Syrupy “martinis” creativity behind the wood. Still, many bartenders but as Taylor says, “There’s still a thirst for soda and haven’t even caught up to the classics yet. Our In: Tiki drinks carbonation.” What’s in are artisanal or housemade experts say that, at the very least, all bartenders Out: Molecular mixology sodas crafted with real sweeteners (as opposed to should be able to make a good Negroni, Margarita, In: Tea high-fructose corn syrup) and natural ingredients Mojito, Cosmopolitan, and Manhattan. “They’re so Out: Pop such as herbs, shrubs, and fruit juices. Also very simple and so good,” Taylor says. much of the moment are cocktails carbonated In: Barrel-aged cocktails using soda siphons and Perlini systems. And when Out: Muddled drinks 6. Culinary Techniques it comes to sparkling water, the trend is to avoid imported bottled water with its huge carbon For years, bartenders have been borrowing from footprint and instead install a carbonation and the kitchen, and that trend is growing. It started filtration system that uses tap water, such as the 10. Back to Bar Basics with muddling fresh fruits and herbs (though one by Vivreau. muddled drinks themselves have largely gone out Bartending is increasingly seen as an honourable of fashion), then continued with syrups, infusions, - even glamorous - career choice, not something and housemade bitters. Last year, it was the 9. Slow Drinks, Fast to do between acting gigs. Bartenders are better classic vinegar-based drink known as “the shrub”. educated and better trained through spirits Customers love craft cocktails, but they don’t love Now we’re seeing lots of actual cooking, such as courses, seminars, competitions, and in-house waiting 20 minutes for a drink. Luckily, one of the roasting fruit before using it in a syrup or grilling training. However, just because a bartender is a biggest trends right now satisfies both demands: meat before infusing it in spirits. know-it-all doesn’t mean he or she has to act like pre-made batch cocktails. These include punches, one. As Dale DeGroff, the father of the modern infusions, cocktails-on-tap and cocktails aged in cocktail revolution, has said, “Chefs and bartenders 7. Great Glassware barrels or bottles. We can thank a recent change can geek out with one another, but guests have a in BC’s liquor laws for making this possible - it At one time, all a bar needed were standard limited tolerance for shop talk.” Pretentiousness, was actually designed to accommodate slushy glasses: rocks, highball, pint, wine, and martini. arrogance, intimidation, and snobbery are out; machines in chain restaurants, but the side effect Now what the drink comes in is almost as service and remembering to have a good time has been an explosion of great cocktails with important as the drink itself. Think beautiful are in. "If you're not having fun, you're doing it remarkable depth of flavour. vintage cocktail glassware, tiki mugs, cocktail wrong," exclaims Jones. We’ll drink to that!

16 The Publican Wine Report by Ramona Lehnert

Do Our Wine Lists Really Matter? Remember those catchy credit card ads that asked, “What’s in your wallet?” The answer seems very simple, according to Jody Tracey, general manager at Amusing as they were, they proved a point to many North Americans: the time Tapley’s Neighbourhood Pub in Whistler. Tracey comes from the hotel industry had come to investigate our options and make better choices. So I ask you, where a heavy emphasis on wines and education were part of his daily routine. fellow publicans, “What’s in your wine list?” Does it really matter? He suggests we “put more thought into our wine lists and give the servers the tools to feel out what the customer is looking for. We ask patrons a set of To answer this, we don’t need to look far. A changing mentality is emerging in questions to determine their preferred taste profile - big, soft, red, white, dry, the business of running the traditional public house. Young foodies, interested or more Germanic in style.” Tracy says Tapley’s wine list is far more “balanced in furthering their wine and spirit knowledge, are sharing this awareness across now with lots of influence from BC.” It has several different grape varieties to our landscape and we are reaping huge rewards in both loyal followers and offer, a number of exotic selections, and servers who can help navigate through the proliferation of our brand. Successful pubs’ wine lists are filled with fun, them. “The pricing didn’t change a lot,” he shares. “There’s just more thought tasty, uncomplicated wines, cocktails, and fare that fit a broad range of clients and balance rather than one distributor controlling the list.” Tapley’s patrons all sharing the same need: better quality. are very happy with the change and appreciate the time he and his staff have Pub patrons are eager for this change. My girlfriend Mandy recently shared taken. “The product you carry is a direct representation of what you are,” explains some gossip on a local public house in our neighbourhood. To give you some Tracey. “You put more thought into it, which relates to the experience they have.” background, Mandy is a single mom, good looking, fun, and a foodie. One night, Draught wine, nitrogen sprays, dispensers and air removal systems are just a she and several other moms were enjoying a particularly great glass of wine few options available to preserve and help enhance your wine list selections. at my home. Everyone was talking about it, triggering Mandy’s account of her Last March, the John B Pub in Coquitlam stepped ahead of the pack by joining latest date experience. Eagerly we listened as she told the story of meeting with this draught wine revolution. Brent Lepinski, who manages their wine program, a handsome new prospect at her local pub. They decided to order a glass of says, “Customers are becoming a lot more wine savvy and interested in what wine and asked the server about their choices. Here was the answer: “We have is new and exciting. We are constantly changing our wine list. With a tap and white and red.” The server had no idea of the winery or grape variety. Reluctantly, bottle combination, we have achieved a more consistent, quality wine program Mandy ordered and was served what she called one of the foulest tasting wines where the first glass is as fresh as the last.” When new wine arrives, the staff is ever. Of course, I asked if she would go back to that pub. Her answer was an given a tasting and brief background to pass on to the customer. It’s no surprise emphatic “NEVER! I would have happily paid way more for something good.” the feedback has been so positive. Their wine list is nothing short of impressive! So how do we overcome this all-too-common scenario? How do we find wine With a little thought and balance in your wine list, these changes can become that tastes great and doesn’t break the bank? How do we open a higher quality, a ticket to your success. The tools are available, from nitrogen sprays to wine more costly bottle of wine and avoid pouring it into the cooking reservoir once dispensing systems. We simply have to take the time and make the effort to it’s gone off? Worse yet, how do we avoid pushing that wine well beyond its present the quality products desired by our clientele. Create some excitement boundaries and serving it until someone complains? and spread the good news: our wine lists truly do matter.

Ramona Lehnert is president of Wine Cellar Depot and her family runs the One20 Pub in North Delta.

The Publican 17 Product Showcase

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1818 The The Publican Publican GINJA NINJA GINGER BEER ESTRELLA DAMM DAURA ESTRELLA DAMM INEDIT DOMAINE DE CANTON Iceberg Vodka Specialty Lager Lager Beer Spiced Wheat Beer FRENCH GINGER LIQUEUR Vodka Canada Spain Spain Liqueur Canada France This golden-coloured lager has Gold Medal, World Beer Created by Ferran Adrià, Highly Recommended, a light body and low bitterness Championships, 2011 The World’s Most Awarded Best of Show, San Francisco Beverage Tasting Institute allowing the fruity, yet subtly Gold Medal, International Chef World Spirits Competition, spicy flavours and aromas of Beer Challenge, 2011 2008 Iceberg water is 7,000 ginger to stand out and be World’s Best Gluten-free Inedit was born from times purer than tap the star. Lager, World Beer Awards, the conviction that it's Domaine de Canton captures water because it has been 2011 necessary to have a beer the very essence of fresh frozen for the past 12,000 The ginger notes are capable of accompanying baby ginger. The baby years. Water is the main supported by a light malt Estrella Damm Daura has a the best gastronomy with ginger is peeled and cut by ingredient of all vodkas. In character, which gives this refreshing, smooth and crisp, the utmost respect, without hand, and then, in France's an effort to produce the beer a great ability to pair strong, but not bitter taste. interfering with the taste Aquitaine region, it is married purest tasting vodka in with a wide range of foods The gluten contained in the and qualities of food. It’s with fine eau de vie, VSOP, the world, Iceberg Vodka like sushi and jerk chicken. It is barley malt is hydrolyzed fruity and floral on the and XO Grande Champagne decided that the natural incredibly refreshing by itself, during its production, nose, leaving a sensation Cognacs, which when crafted choice was to start with the or a great starting point for a resulting in gluten content of fresh yeast and sweet with fresh Tahitian vanilla purest water in the world - beer cocktail. of less than 6 PPM (the spices. Delicately carbonic beans, Provencal honey, and pure iceberg water. definition of gluten-free is with a fresh and creamy Tunisian ginseng, add both less than 20 PPM). For people texture, soft full body, and vibrancy and dimension. with celiac disease, this is the a long mild finish. Served Handmade in small batches, world’s only gluten-free beer chilled in an ice bucket, and Domaine de Canton boasts that tastes like beer. enjoy in a white wine glass. a distinctively bright, fresh, yet rich and complex ginger flavour. 40% alc/vol 750ml $24.76 SKU 400754 5.4% alc/vol 4.8% alc/vol 28% alc/vol. 6 x 341ml $10.29 4 x 330ml $11.99 750ml $6.99 750 ml $64.99 1140ml (Spec) $36.09 SKU 23531 SKU 033464 SKU 677310 SKU 486837 SKU 530774

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The Publican 19 The Cove Neighbourhood Pub by Terri Perrin

A New Name and a New Look for a Community Icon In 1975, Jerry’s Cove Pub - or Jericho’s for short - was one of the first neighbourhood pubs that opened up in BC under the then new liquor laws. Located in what is now known as Kitsilano, on the picturesque west side of “Looking back, buying the pub was as much out of convenience as anything - it Vancouver, the establishment was originally named after Jeremiah Rogers sounded good at the time,” recalls Barry with a laugh. “I had grown up in the - a well-respected businessman who, in the 1860s, was responsible for the restaurant industry. I had worked with my Dad in the past, and we had a really cultivation and population of the region then referred to as Jerry’s Cove. Fast great relationship. Going into business together made sense. It turned out to forward to 1989, and Jericho’s had become a dynamic part of the community’s be great for both of us. I have absolutely no regrets.” landscape. The popular pub was then purchased by father and son team George While Barry took on the role of owner/manager, George readily adapted to the and Barry Mittlestead, and was renamed Jeremiah’s. responsibility of handyman and mentor. Right up until he passed away about “I had recently graduated with a business degree and didn’t really know what six years ago, George would pop into the pub for a few hours almost every day I wanted to do,” explains Barry. “To be honest, as a young man coming out of to check on things and putter around. school, I always liked a lot of things, but I had trouble choosing.” In the early years of being a publican, Barry served on the board of the Alliance George, however, had big plans. After a lifetime of working in the restaurant industry, of Beverage Licensees. “I got involved because I felt it was important to give back George was nearing semi-retirement, and he wanted an investment as well as an and be at the pulse of the industry. I volunteered with ABLE for about 10 years,” opportunity to continue to be a part of the day-to-day operation of a business. he shares.

20 The Publican “It is a lot of work and stress, but it is enjoyable to see the transformation. The more organization and planning goes into it, the better it will be.”

Flip forward almost 25 years, to 2013, and it was time for this pub to get a makeover. Jeremiah’s had not had a major renovation in almost 20 years and Barry knew that it was time for a refresh and rebranding. “It was simply a matter of stepping it up in comfort, style and modernization,” he says. “We worked with the contractor and designers to analyze the functional aspects of the space to achieve better flow for both customers and servers as well as to develop a new floor plan that could accommodate larger tables for more groups and private parties, along with a small dance floor. I have a good staff and we bounced ideas around together. I recognize that I don’t have all the answers and that they work more closely with the customers, so they had great input. It was good for staff morale to keep them engaged.” The pub was closed for 10 days and completely gutted. The walls and ceiling were stripped down and refurbished. New flooring, a new bar, coolers, and washrooms were installed. Thirteen new televisions and a state-of-the-art entertainment system were tied in with the music and sound system. The 3,000 sq. ft. space now seats 101 patrons and features a mezzanine area that overlooks the bar. The interior boasts an abundance of warm wood paneling and exposed brick, accented with dark brown leather, black wrought iron, and glass blocks. “We changed the name to ‘The Cove’ as part of the rebranding process, selecting this name to pay homage to the rich history of the location,” explains Barry. “We trusted that we wouldn’t lose long-time customers, but we knew we might gain some new ones! The area has such a mix of demographics. There are lots of UBC students and sports teams are big. Many people have lived in the area for years. In fact, some patrons have been coming since the pub opened back in 1975!” The Cove also rolled out a new menu, stepping up to feature as many fresh, local, and sustainable ingredients as possible. There is a delicious balance of pub favourites combined with their chef’s creations, such as Cajun and citrus steak or sweet chili lime glazed salmon. Feedback from customers and staff is welcomed for ongoing menu enhancements. If you are considering a renovation for your pub, Barry has these words of advice: “It is a lot of work and stress, but it is enjoyable to see the transformation. The more organization and planning that goes into it, the better it will be.”

The Publican 21 LCLB Report by Karen Ayers

New Tied House Rules We have had numerous inquiries asking for equipment, tap lines, financial or business advice, clarification of the new tied house and trade advertising, etc. However, inducements can never practices rules. The information here is intended include free liquor or liquor at a reduced price. to help answer some of those questions. Unless the establishment is at the site of a Starting in 2010, government reviewed the need to manufacturer, licensees must still carry a make changes to the tied house and trade practices selection of brands of liquor products from a requirements between liquor manufacturers and variety of manufacturers not associated with the licensees. The resulting changes apply to all liquor manufacturer tied to the establishment. licensees except Ubrew/Uvin establishments and licenced agents. Buy-Sell Agreements - Licensees and manufacturers Previously, other than brewpubs or restaurants used to have to document some types of and lounges at wineries, the only way that a promotional activities in buy-sell agreements. manufacturer could have an ownership interest in a Buy-sell agreements are no longer required. licensed establishment was if the establishment did not sell any of that manufacturer’s products. Also, Sponsorship - Licensees may now sponsor events, licensees could not favour any particular product. organizations or activities. Sponsorships aimed at minors will be allowed if the sponsoring licensee’s Tied House - Between Manufacturers and Off-Site establishment permits minors. It must be noted Licensed Establishments - Under the new rules, that liquor advertising aimed at minors continues small to medium manufacturers (those with an to be prohibited. Also, licensees and manufacturers annual production under 100,000L for a distillery; are no longer required to report sponsorships 750,000L for a winery; and 300,000 hectolitres for over $1,500. a brewery) can now have up to three tied house relationships with any mix of food primary, liquor Further Information - For further information primary, private retail store, or licensed caterer consult Policy Directive 13-03 at www.pssg.gov. establishments that are not on the manufacturing bc.ca/lclb/docs-forms/policy-directive-2013-03. site. To have this relationship, the manufacturer pdf or contact the Liquor Control and needs to own or partly own the establishment, Licensing Branch at 250 952-5787, 1-866 209- have a connection through a family relationship, 2111 (toll-free outside Victoria), or by emailing or operate the establishment under a third-party [email protected]. agreement. Only manufacturers can apply for a tied house Relationship with Your exemption. More than one manufacturer may have a tied house relationship with a licensee. Off-site Local Liquor Inspector establishments with a tied house relationship with The goal of liquor inspectors is to reduce liquor- a manufacturer must still carry a selection of other related threats to public safety, such as service to manufacturers’ products. minors, intoxication, overcrowding, and to promote voluntary compliance. Tied House - On-Site Establishments - Due to the Inspectors conduct education sessions with new recent changes, all manufacturers can apply to licensees, but they are also available to help existing have an on-site liquor primary and/or food primary licensees with any questions or issues they may establishments. have. If you are unsure of something related to your licence, contact your local liquor inspector. Trade Practices Inspectors are a great resource. One of our Inducements - Unless a licensee is in a tied house inspectors sums it up well when she routinely says relationship, the new rules continue to prohibit to licensees, “Think of me as an extension of your licensees from accepting financial assistance or team.” Remember that you and your local inspector other compensation from manufacturers. The bulk share the same goal of voluntary compliance. of promotional activity must be for the benefit of Our inspectors are located in regional offices customers, and promotional items cannot include around the province. A list can be found by going to liquor. www.pssg.gov.bc.ca/lclb/branch/contact.htm and With the recent changes, any establishment that clicking on “Liquor Control and Licensing Branch is permitted to have a tied house relationship Offices” at the bottom of the page. with a manufacturer is also permitted to receive inducements, such as the manufacturer providing

22 The Publican Names in the News by Debbie Minke

ABLE welcomes the following new LP and LRS and hoppy brew was selected by a panel of 25 raising funds for pediatric oncology research and members: judges from 764 entries from 120 craft brewers treatment areas at BC Children's Hospital. across Canada. Congratulations! Barley Mill Pub and Liquor Store, Penticton The Barley Station Brew Pub and its sister family Black Swan Pub and Liquor Store, Shawnigan Lake Lighthouse Brewing Company’s Siren Red Ale restaurant the Wicked Spoon Cafe & Grill recently Boulder Mountain Liquor Store was awarded the “3 Degrees Marketing Trophy” hosted the "Breath of Life" Golf Tournament at (Best Western PLUS), Revelstoke and a gold medal in the Amber/Dark Ale category Salmon Arm Golf Clubs Heritage Course. Over Brothers Pub and Liquor Store, Sicamous at the Australian International Beer Awards. $6,700 was raised for the Canadian Cystic Fibrosis Grizzly Sports Pub & Grill and Congratulations! Foundation. Last Call Liquor Store, Revelstoke On May 2nd, Damian Kettlewell and the JAK The Bridge Brewing Company of North Vancouver Mission Tap House, Kelowna Group hosted Rock Out Cancer at the Great Bear sponsored a unique 10km run where participants Stanley’s Grill, Richmond Pub in Burnaby. The event raised $10,000 for were challenged to carry two 1.89 litre growlers New associate members include: Team Ivy Sweet, who participated in ChildRun filled with water for the entire course. In addition and the Ride to Conquer Cancer in June. The to donating all proceeds to the Harvest Project, Eureka Beer Guide Inc., North Vancouver JAK Group has helped Team Ivy Sweet raise over a community-based urban relief organization, Wine Cellar Depot, Richmond $34,000 for pediatric cancer research! Inspired Bridge Brewing awarded each runner that carried The Canadian Beer Award’s 2013 Beer of the Year by the treatment 5 year-old Ivy Sweet has been the growlers with two free growler fills of North is Old Jalopy Pale Ale, from Powell Street Craft receiving for her leukemia diagnosed October 24, Shore Pale Ale each week for a month. Brewery in Vancouver. This uncommonly malty 2011, a swell of family, friends and supporters are The ninth annual ChefmeetsBCGrape event, held June 5 in Vancouver, raised $40,000 for the Arts Club Theatre, the biggest not-for-profit BC’s CBA Gold Medal Recipients organization of its kind in Western Canada. The

Category Beer Brewery celebration showcased 95 BC wineries pouring North American Style Premium Lager Okanagan Spring 1516 Okanagan Spring Brewery more than 375 BC VQA wines and 15 top Bock Traditional German Style Captivator Doppelbock Tree Brewing Co. restaurants to a crowd of more than 500 at the Cream Ale Begbie Cream Ale Mt Begbie Brewing Co. Vancouver Convention Centre. North American Style Amber/Red Ale Red Racer ESB Central City Brewing North American Style Pale Ale (Bitter) Old Jalopy Pale Ale Powell Street Craft Brewery Chefs Feed, the first iPhone app to provide dish Wheat Beer - German Style (Weiss) King Heffy Imperial Hefeweizen Howe Sound Brewing Co. and restaurant recommendations from renowned Wheat Beer - North American Style Sun God Wheat Ale R & B Brewing Co. chefs, launched in Canada on July 11. As part of Belgian Style Abbey Ale Vow of Silence Parallel 49 Brewing the app’s global expansion, Chefs Feed will now Barley Wine Style Ale Legacy Ale Swans Brewpub feature dining recommendations from Vancouver, Stout Diamond Head Oatmeal Stout Howe Sound Brewing Co. Toronto, and Montreal. Chefs Feed was named one Imperial India Pale Ale Central City Imperial IPA Central City Brewing Fruit Beer Steamworks Pumpkin Ale Steamworks Brewing Co. of Apple’s “Best Apps of 2012” and is a recipient of Wood and Barrel Aged Strong Beer Central City Bourbon Porter Central City Brewing a Webby Award in the “Mobile Guides” category. Wood and Barrel Aged Sour Beer Yaletown Oud Bruin Yaletown Brewing Co. If you have any noteworthy community contributions, please email the details to Debbie at [email protected].

The Publican 23 THE REBIRTH OF THE NEIGHBOURHOOD PUB by Chris McBeath

Photo courtesy of Fireside Lounge

24 The Publican Gastropubs are the New Local Watering Holes It might be an old saying, but when it comes to your friendly, neighbourhood pub, the more things change, the more they stay the same. Most pubs that have weathered difficult times have returned to basics, albeit with a modern spin that’s restyling stodgy classics, traditional décor, and steadfast ales.

Demise and Rebirth When neighbourhood pubs were introduced in the 1970s, they were the only alternative to beer parlours and hotel lounges, and provided a social vibe that resonated with their communities, according to Dennis Coates, a specialist in licensing law. “However,” Coates noted, “as pub owners began to focus on the more profitable LRS industry, they did not reinvest in the physical pub property, or keep up with producing good food at a reasonable price. A changing demographic added to their product’s decline, as evidenced by facilities, such as the Elks and Legions either closing or reducing their size.” “The pub industry is alive and well but has changed radically,” observes Coates. “Successful pubs returned to their roots with owner-operators making substantial investment in the physical facilities. The emphasis is on good washrooms, good service, good product, and really good food. It is an effort to create a relaxed environment to socialize in.” Toronto-based author Christine Sismondo agrees. Her book, America Walks into a Bar, is a contextual (and spirited) look at the neighbourhood pub, tavern, and bar, and their societal importance. Local watering holes were – and still are – 54% of patrons cite food as the the meeting places for people from all walks of life, in large part because early laws fixed the price of drinks and flattened the playing field between social primary reason for frequenting their classes. Although price fixing has gone, the concepts Sismondo references are still relevant. local pub.

citing food as the primary reason for frequenting their local pub (NEMS Market Pub Grub Now Gastro Pub Research), sorry-looking sandwiches and Ploughman’s lunches no longer When the notorious British restaurant critic, A. A. Gill wrote, “Food and pubs go make the grade. The hybrid concept of a pub, bar, and restaurant that started Toro's together like frogs and lawn mowers,” few people expected that gastropubs in Britain has now taken off across North America and beyond. Last year, even would evolve their cuisine to such delicious heights. With 54% of patrons Merriam Webster endorsed the movement by adding the term “gastropub” to its collegiate dictionary.

The Publican 25 décor,” describes Johnny Carroll, Manager. “It’s really a question of keeping up on - and ahead of - the next hot trend.”

Entertainment Values Nate Sabine, Marketing Director at Blueprint continues: “In terms of keeping our places nice and busy, they say there’s nothing old and nothing new under the sun. It’s a competitive environment, so we do different things like food eating contests, cocktail competitions based on showmanship, screening awesome movies, and playing vintage sports videos. In the end though, a great product, atmosphere, and staff will trump anything.”

Craft Beer, Artisan Spirits & Ciders Photo courtesy of Blueprint - Canada Beer is no longer an ale of complacency. Tap houses paved the way for craft beer to become In essence, it’s nothing short of a culinary Blueprint, (recently merged with the Adelphia mainstream and local brews are now fueling revolution. Mac-and-cheese and french fries have group) operates several outlets including Dover the success of many pubs. The key is to change gone gourmet with options that include exotic Arms pub, The Charles Bar, and Pivo Public House, casks frequently and manage selections that cheeses, and yam or vegetable variations. Organic which it is revamping and rebranding to include not only satiate regular customers, but engage chicken wings are flavoured with exotic spices house-baked breads, house-cured meats and them and new customers in refreshing ways. The and straight-from-the-farm fresh herbs. The more sausages. “We’re an urban bar, so we are going increasing number of artisan distilleries, such as pub-fare reflects local fare, the better. very Portland-style in service, menu, and modern Victoria Spirits and Pemberton Distillery, can also

26 The Publican add a competitive distinction to your lineup, as can single varietal and single orchard ciders.

Cheers to Walkability Like most real estate, location ranks high on any scorecard, which is why business rarely lets up at Brandt’s Creek Neighbourhood Pub in Kelowna. “A lot of our customers live within walking distance; we’re their local hangout for watching a game, having a meal, or just getting together,” explains Leslie Johns, Floor Manager. “We’re always upgrading our décor and work hard at keeping our regulars happy. I suppose we’ve adopted the TV show ‘Cheers’ philosophy about knowing everybody’s name. We have comment cards on the tables and act on suggestions wherever possible, bearing in mind our regulars really like the comfortable familiarity of what we offer, including food.” Hence, Brandt’s only changes its menus seasonally to take advantage of local fresh produce, and runs traditional favourites as special features. These include wing nights, $2 burger nights, and a $12 all-you-can-eat pasta night. Since the pub is easily accessed from the main highway and also operates a retail outlet, there’s plenty of parking and opportunity to cross promote. “Pub customers receive a 5% discount in the store; and if you purchase $45 worth of liquor in the store, we give a free appy voucher for use in the pub,” says Johns. Unlike its urban colleagues, Brandt’s central location wins out over their need to participate in any social media or advertising. They prefer to rely solely on quality of product and word-of-mouth references. “Our regulars help keep us in the loop of what is happening in the neighbourhood,” Johns explains. “As our customer changes, so do we.”

Ideas at Work

>>> Distribute “Hello Neighbour” flyers in your neighbourhood, offering two-for-one appetizers or a loyalty reward card. Door hangers can be effective >>> Tune into younger demographics through text and Facebook specials. Gastropubs today are the new taco bars: Small plates, big variety, and always changing. >>> Form alliances with local services such as dry cleaners: present receipts for a complimentary dessert. >>> Engage regulars with mixologist creations, challenges, and contests to name or make new drinks with specified ingredients. >>> Purchase word-of-mouth. Hire someone to be a walking ad – to ride up and down elevators of tall buildings, stand at bus stops, wait at train stations, hang around coffee shops, and strike up conversations with strangers. “Have you tried the pub on the corner? It’s awesome.” Sounds nuts, but it works. >>> Look for niche markets. Bikers are loyal patrons, and these days, most Harleys are owned by lawyers, pilots, and other professionals. Bikers often travel in convoys and look for out-of-the-way destinations to ride to. >>> Host a S.I.N. (service industry night) for other bartenders and those who work for hotels. >>> Get on board with Groupon to generate neighbourhood traffic.

The Publican 27 A Remarkable Community Whistler’s Nightclubs Lead Partnership the Way by Debbie Minke

Whistler’s reputation as a premier destination “We meet to be proactive, not reactive, in our The partnership provides a two-way dialogue - knows no borders. Millions of travellers visit the community. We want Whistler to be a safe place participants may notice low periods in the forecasts village each year, swelling its numbers from the where we provide excellent experiences to visitors and ask us to step up our marketing efforts, or 9,000 residents who make Whistler their home to and citizens alike,” explains Gibbons. “We want our perhaps ask us to have less staff working at those over 50,000 on weekends and during special events. sector to be looked upon favourably as businesses times.” How does the community handle these influxes so that are looking forward, planning ahead, and Liquor Inspector Holly Glen appreciates the well, while making Whistler memorable and safe for passionate about the right things. Our meetings opportunity to address the group. “Our regular visitors as well as profitable for local pubs and bars? provide a forum where information is shared meetings have really helped to improve More than 10 years ago, Whistler’s six local that will help everyone succeed.” In fact, all the communication and build rapport,” she states. “I nightclubs decided to start meeting informally to nightclub owners are residents of Whistler, who share updates in legislation and provide information address common concerns, to proactively prepare are committed to the community and its success. from the LCLB. LP owners and managers can ask for events such as New Year’s Eve and the May The monthly meetings start with introductions questions and voice concerns, and I can walk them long weekend, and to collaborate on solutions. and a review of the partnership’s purpose. through the process should they want to take their The RCMP were involved from the beginning and Representatives from Tourism Whistler and Whistler. concerns further. Having these meetings opens the these meetings have become a monthly event com then address upcoming events. “The meetings lines of communication and I assure managers they that also includes representatives of Tourism give us an opportunity to share forecast models,” can call me anytime.” Whistler, Whistler.com, By-law Services, LCLB’s describes Louise Walker, VP of Marketing Strategy, The RCMP takes some time to outline concerns Liquor Inspector, and even the manager of Whistler Tourism Whistler. “For example, if a certain time and trends, sometimes bar-related, sometimes Blackcomb Staff Housing. For more than 10 years, frame is showing 95% occupancy for particular not. “This partnership brings all stakeholders to meetings of this remarkable partnership have festivals or sporting events, pubs and bars can the table in a positive environment, fostering been chaired and hosted by Joey Gibbons, CEO of plan accordingly. During the week we might have goodwill and dialogue, so issues can be dealt with Gibbons Hospitality Group at Buffalo Bill’s Bar & Grill, business conferences in town, bringing another in a constructive manner,” notes Rob Knapton, one of the group’s three LPs in Whistler. demographic with different interests and tastes. Sergeant, Operations NCO. “It saves me a lot of

28 The Publican We want our sector to be looked upon favourably as businesses that are A Remarkable looking forward, planning ahead, and passionate about the right things.

time otherwise spent tracking down individuals, vs. addressing the group in a Community general way, informing them of concerns the RCMP is paying attention to, and reminding them of what we will be enforcing,” he explains. The positive, collaborative approach cultivated in meetings extends beyond the gathering of stakeholders at the table. For example, if a big event is coming up, Partnership the RCMP might assign staff members to partner with individual bars so they can support each other. Cell numbers are exchanged, so if a problem arises, bar staff can make a quick call to their RCMP partner for help and vice versa. Sandra Smith, Supervisor of Bylaw Services, appreciates the efficient opportunity to disseminate information about the services they provide and the expectations of the resort municipality. Issues such as late night noise, price wars, lineups, smoking, soliciting, signs, parking, and alcohol consumption are discussed openly and freely. “Since Whistler has no white noise such as traffic along the Village Stroll, late night noise travels easily, disturbing residents and guests alike,” Smith shares. “The issue was raised at a meeting and the group came up with some solutions. We decided to run a late bus to coincide with bar closing times so patrons could leave the area more quickly. We also centralized the taxi stand area and installed gates so that partiers could line up in an orderly, easy-to-follow way.” Smith continues, “If big events are coming to town, the group collaborates to put measures in place to deter problems. For example, on the May long weekend, it was anticipated that there would be a lot of gangs coming up to the village. Pubs and bars enforced a no colours rule (no identifying gang markings), and implemented a mandatory coat check. The RCMP policing was stepped up earlier in the day to create a safe atmosphere. If intoxicated patrons left a bar, the management informed other bars so that the patron wouldn’t be permitted to enter.” After the presentations and dialogue with Tourism Whistler, RCMP, By-Laws, and the liquor inspector are complete, then nightclub owners and managers stay on to continue their business discussion. “It’s an opportunity to share how we’re doing,” describes Gibbons. “We watch out for each other, share ways we’ve dealt with specific issues, and encourage each other. Although we are competitors, we realize that the better each of us operates, the better it will be for everyone. This year, Whistler is better than it’s ever been with very few issues in the bars. Visiting and living here is a pleasant, safe experience.” So how can other communities duplicate Whistler’s success? “Have an open agenda, and invite all shareholders,” suggests Smith. “Have a vision of success for the whole community.” Gibbons elaborates further; “You need to have all levels of authority at the table with the businesses, and each must come with mutual respect. All should share a focused desire to cooperate and collaborate, so they can find win-win solutions for everyone.” “I have been here since 2008,” shares Walker, “and I find it so refreshing to see the entire community coming together with the common goal of making Whistler good for business, good for its residents, and good for visitors. This was particularly evident as we planned for and hosted the Olympics, but the momentum has continued to this day.”

The Publican 29 Building Repeat Business How to Keep Them Coming Back by Robert Plotkin

Making your way in the world today Takes everything you've got. Taking a break from all your worries, Sure would help a lot. Wouldn't you like to get away? Sometimes you want to go Where everybody knows your name, And they're always glad you came. You wanna be where you can see, Our troubles are all the same You wanna be where everybody knows Your name.

Where Everyone Knows Your Name “Cheers” theme song, by Gary Portnoy and Judy Hart Angelo 30 The Publican Attaining the elite status as a destination venue necessitates building a core of loyal patrons and accepting the reality that today’s regulars were yesterday’s newcomers; thus the industry adage that returning guests keep the doors open, while newcomers pay your salary. Enticing people to walk through your doors for the first time invariably involves marketing and advertising dollars. However, getting those same people to return another night is considerably more involved and depends on whether expectations were met on their last visit. The public maintains a “What have you done for me lately?” attitude. They’ll remain loyal until disappointed, after which they’ll delete your listing out of their phone and for weeks tell everyone they know to do the same. There is an intangible factor at play, and when it comes to building repeat business, it exceeds all other considerations. People go where they feel most comfortable, and what’s more comforting Regardless of how demanding guests may behave, they than being made to feel at home, like you’re one deserve the staff’s hospitable best. of the regulars. The impact of treating people like welcomed guests has on building repeat business when interacting with them. Considering the often mirror, or paint a wall. Even subtle changes can can’t be overemphasized. loud and distracting surroundings, maintaining eye make a difference in the feel of the place. Guests There are several field-tested ways of accomplishing contact is a quick means of creating a rapport and will appreciate the scenery change, as will the staff. this. High on the list is for everyone on staff to human connection with people. Give people a new look. Wearing the same clothes welcome people into the business like they were to work gets old and takes a toll on staff morale. The next step is to initiate a program aimed at welcoming guests into their homes. Hospitable Put a bounce in their step with a uniform change. capturing guest contact information. Any type of service is a learned skill that needs to be applied weekly or monthly drawing will quickly develop Streamline Sales - People shouldn’t have to beg with sincerity, feigned or not. It requires a significant an email mailing list. Staying in contact with your to be served. Staff a sufficient number of people amount of discipline to remain calm and patient core constituency is a proven means of building to handle anticipated demand - wasting a few under pressure. Regardless of how demanding repeat business. labour dollars is better than losing potential sales guests behave, they deserve the staff’s hospitable and making good people wait for bad service. best. The following is a strategy for achieving the “Cheers Instruct the staff to ask guests questions. Are they paradigm” - you know, creating a place where Along the same lines, the staff and managers celebrating a special occasion? Are they hungry? people want to go and where everybody knows should make a concerted effort to acknowledge Guests will nearly always heed menu suggestions your name. Keep them coming back. guests they recognize as having been in before. or beverage recommendations, but make them get A quick “welcome back” is like money in the bank. Prevent Stagnancy - There’s no room for the rid of the canned delivery. The staff should offer Who doesn’t appreciate being acknowledged? complacent and uninspired. It’s all about stepping suggestions like they were feeding guests insider In addition, servers and bartenders should be over the rut, not falling in it. So shake things up. information. People love personal attention. reminded to maintain eye contact with guests Regularly change how your place looks. Move a

The Publican 31 Olympic Class Drinks - Essential to the strategy selections. The ability to quickly size someone Be Unpredictable - What if you periodically is offering your guests drinks so intriguing that up and pair them with the perfect cocktail is bought people in your establishment their they’ll have only one venue where they can get an invaluable attribute behind the bar. Guests dinners? Or sent a dessert to a table, compliments them. Pawned-off replicas of the drinks poured nearly always go with bartenders suggestions; it’s of the management? There’d be a massive down the street won’t cut it. To compete, your like being fed insider information. People enjoy outbreak of goodwill. Perhaps change decades drinks should be original, singularly delicious, personal attention. Likewise, bartenders should and go “retro”. It’s a blast for the staff, a novel branded with high quality products, and visually ask questions about drink preferences. The more change for the clientele, and a boost for business. appealing. Finally, you need to offer your clientele they know, the better service they can render. Pick a decade and work with it - music, costumes, an interesting mix of drinks to choose from. In Good Hands - Bartenders and servers should vintage drinks, period décor, etc. Fair Pricing - With few exceptions, getting the be able to quickly answer questions regarding Be Entertaining - And finally, tell your bartenders most for our hard-earned money is important to the menu or specific products. Fumbling for that enjoying themselves behind the bar goes all of us. Considering the economy and people’s answers, or looking for someone else to deal with with the territory, even when a night turns sensitivity to prices, offering drinks with high- the situation diminishes credibility. People like to frenetic. Fun is contagious and an invaluable perceived value will become an enticement in know they’re in capable hands. With consumer commodity in this business. Likewise, humour is getting them to return another night. interest in premium spirits soaring, it’s easier a great equalizer. Laughing is something everyone for bartenders to upsell guests when they can can use more of. Making guests smile may be the Develop a Specialty - Some bars proudly let it articulate why a particular brand is worth the best thing that happened to them that day. be known that their Martinis are second to none; higher price. others boast of unrivaled Manhattans, Margaritas, or Mojitos. Whatever your interest, choose a Anticipating Needs - Service excellence can be Robert Plotkin is a judge at the San Francisco World Spirits Competition and category of drinks and make it your bar’s specialty. defined as anticipating guests’ needs before they has recently authored his 16th book, Secrets Revealed of America’s Greatest People naturally want to sample what you do realize the need themselves. Refill water glasses Cocktails. He can be reached at www.BarMedia.com or by e-mail at best, and when they discover that it lives up to and replenish breadbaskets without being asked. [email protected]. advanced billing, likeminded aficionados will soon Likewise, many cocktails should be served with be calling your bar home. a back of water. So after you serve a Martini or Scotch, neat, return moments later with a glass Taking the Lead - There are occasions every night of water. It’s a classy thing to do and guests will when staff is in the position to assist with drink appreciate the service.

32 The Publican Ask the Expert by Andrew Harnden

Browsers or Buyers? Recently, a Publican reader asked “How do I deal and to the success of your business. If you see One staffer explained, “When it’s busy and we are with people coming into my store to do research someone loitering, regardless of mobile device short on seating, we’ll approach the supposed or just to have a phone conversation in a quiet use, you probably already have a way of dealing doddler while cleaning up other spots and ask, place?” It can be a tricky question, especially with with him or her. If someone speaking on their ‘Can I get you anything?’ It usually gets the point almost everyone owning a smartphone with a phone is disturbing other customers and not across.” Granted, it takes a bit more tact if they are built-in camera these days. practicing common courtesy, you probably need already engrossed in a long phone conversation. a plan for that too. The first step is to acknowledge that it’s going to Remember, the odds are in your favour. While happen. In particular, you will not stop people Coffee shops are a great testbed for these issues. you will get the occasional unwanted visitor, from using their mobile devices - unless you’re Similar to your favourite pub, they are that third chances are you will see more people returning running a library, you’re going to have a tough place, an oasis between work and home where as happy paying customers if you don’t chase time convincing them not to chat on the phone or one can chill out and unwind. Many coffee houses them out the door. And there’s a big plus side to take a picture or two while in your store, lounge, offer free WiFi, and a comfy place to sit down, having them digitally enabled. These customers bar, or club. The issue really isn’t about the device to have a drink, check some email, or browse are socially networked and socially engaged. itself, or even about doing research. It’s about online. Unlike bars and lounges, coffee house They tweet friends to meet up. They instagram loitering, common courtesy, and caring for your tables are often not waited upon. There isn’t a pictures of their favourite foods and drinks. They other customers. natural way for servers to approach someone gush about great service and they will share their who has not ordered anything and may simply love for your brand. Research could mean any number of things. Is this be poaching some free WiFi. Some places have person a competitor, seeing what you are up to? If you already have policies for loitering and used temporary WiFi passwords that expire after Are they just comparison shopping? Maybe they dealing with unruly patrons, work through about 30 minutes. It gets the customer up to the are a retail consultant researching an article. The examples with your staff where digital devices counter, drives the first order and potentially point is, how would you know? Some guy in a suit are involved. Get them to role-play scenarios repeat purchases. Others use more permanent taking lots of pictures and notes is going to be a they have encountered before so they become passwords that conveniently let customers person you might want to approach and ask, “How comfortable dealing with them. Be careful not to reconnect upon return. may I help you?” make the policy about the device; make it about When I asked baristas and servers from several the person. Make it about your customers. Sure, there will be people who need to come in out coffee houses how they dealt with WiFi poachers of the rain or get away from outside noise to make It’s time to embrace the fact that smartphones and non-paying cell phone chatterboxes, none a call. Maybe they won’t buy anything. Maybe they and camera lenses are everywhere. Explore how to of them said they were aware of a policy specific will. Perhaps they were a faithful paying customer turn digital doddlers into your brand advantage. to mobile device use. Everyone confirmed that just yesterday. How will you know? You don’t get it happens, and all agreed that handling the the luxury of judging a customer’s loyalty moment situation requires using your best judgment. Most Andrew Harnden is with DIG360 and can be reached at by moment. acknowledged that their first priority is caring for [email protected]. At the same time, it’s your establishment, and you paying customers. If you have any questions to ask the expert, please email them to have a responsibility to your paying customers [email protected].

The Publican 33 SOCIAL MEDIA ADVERTISING TIME TO CONSIDER A MONTHLY SPEND? by Megan Halkett

How do you decide where to spend advertising dollars? Do you do a 50/50 • Ads can send users to your Facebook wall, a Facebook event, or highlight split with online and offline? Do you put more money into online ads to extend your latest post. They can also drive users directly to an external website. your ad budget? The answers on what to do vary as vastly as the advertising • Ads can be targeted to your desired audience by location, education, age, opportunities themselves, but the question you should really ask yourself is: sex, keyword, or general interest (e.g. If you are hosting a UFC fight, you can “Is this channel frequented by my target audience?” target people in your area over 19 who like UFC/GSP/MMA etc.) Social media advertising opportunities - such as Facebook ads, Facebook • There is no minimum spend and no minimum ad period - you can do an ad promoted posts, and Twitter advertising - face the same skepticism that online for two days or two months leading up to an event. advertising received 5-10 years ago. However, there is a time and a place for Pros: They offer a very reasonable price point and great reach. all advertising channels, and social media opportunities are no different. If your company is active on Facebook, setting aside a monthly budget for event Cons: You must take the time to choose targeting/keywords wisely; a blanket promotion as well as promoting posts on your wall is now a must - as only approach will not be effective. around 10% of your current fans will see your posts without a financial boost. Should you promote your post? Easy answer: Why post anything if you don’t What is a Facebook “Promoted Post”? care if anyone sees it? • This is a small on-page ad spend made to boost a wall post (text, image and text, poll, or offer). What is Standard Facebook Advertising? • You can choose the number of people you would like to reach with your • They are targeted ads shown down the right-hand side of Facebook. post (half or all of your fanbase, your fans and their friends, or the general • They include a headline, text, and image. public). • Ad budgets can be set to daily limits or overall campaign budgets, and can • Promoted post costs vary according to the size of your fanbase. A typical be set to CPC or CPM, or can be optimized for page likes. spend can be anywhere from $10 to $75+ if you want to reach the general public.

34 The Publican • Images must be kept within Facebook’s your Facebook page and gain insight into what guidelines (20% limit for text/logos). your customers want. Pros: These offer a reasonable price point and Don’t forget that social media is a visual medium great reach. - by sharing photos on Facebook’s newsfeed your business will get the most traction. These images Cons: They cannot target by keyword, however, can (and should) be promoted if they fall within they can target by city. Facebook’s text-on-photo Facebook’s image guidelines (text/logos overlaid rules can be frustrating. on the image must be less than 20% of the total image). Tell a story with your cover photo - such What is Twitter Advertising? as a unique menu item or loyal customers in the venue - and switch it out periodically to keep it • The no minimum spend self-serve ad dashboard fresh. Keep track of the types of posts or images option is relatively new to Canada. that resonate with your fans, and try to focus your • You can promote specific tweets, latest tweets, efforts on producing similar content. or promote your account. • Targeting can be done by keyword, or by #Hashtags targeting followers of specific accounts. In order to build a fanbase and followers on Twitter, Pros: It’s a great way to raise awareness of your Facebook, or Instagram, include appropriate brand to online influencers. hashtags in your tweets, photos, and posts. Cons: Targeting on the ad dashboard is clunky. Hashtags are a tool to aggregate the conversation You need to request an invitation to use the ads surrounding a topic, theme, or event. They’re dashboard. Twitter is still not as widely used as created by combining a # with a word, acronym, Facebook. or phrase (#word). When considering Facebook or Twitter ads Research whether there is a broader discussion that drive traffic to social media channels, it is going on about a specific topic online, and important to ensure that the channels you are search various hashtags that tie into your story, driving them to reflect your brand, are updated service, products, and goals. For example, regularly, and are interesting to your target #WineWednesday and #BCWine are two top audience. (Facebook ads can drive to external hashtags relating to wine. If you have a wine websites; however, you will lose a fan acquisition promotion or wine tasting, use these hashtags in opportunity.) your tweets, posts, and photos. You’ll reach and connect with the broader audience that is using and searching these terms. Storytelling Before you start using social media ads, you should develop the content on your social media Who to Follow and Why channels and ensure your staff is empowered A key step in engaging on social media is following to use the channels to build your brand’s online other folks. Think of it as a virtual handshake, and voice. At its core, social media is about storytelling. the first step in creating long-lasting relationships What are you sharing with your target audience? and fans for life. Consider who your target How and why are you communicating your story? audiences are, and start looking for them online. Take a page out of Journalism 101 and employ Begin by following local media, nearby businesses the Five Ws and one H of storytelling: Who, What, and associations, liquor brands, and sports teams. Where, When, Why and How. By using these Use geo-location searches to find people tweeting tactics, you will keep your content informative, and mentioning your city. concise, and targeted. For pubs, liquor stores and restaurants, the online There are other ways you can share content and “foodie” community is a major target audience and tell your story. Use Facebook’s “Questions” feature opportunity. Take some time to do a bit of research to do a poll to engage and learn more about to identify influencers in the food and beverage your audience. For example, you could create a community and follow them. By building these poll asking fans which new appetizer they’d like valuable relationships, you’ll create brand to see on your menu. List a few examples and awareness, find new customers, and potential watch what feedback you get. Facebook polls can new brand champions over time. be promoted in order to reach a larger audience and drive new fans to your page. By doing a promoted poll, you’ll encourage engagement of Megan Halkett is with the team at Patio Social and can be reached at [email protected].

The Publican 35 BC Hospitality Foundation by Renee Blackstone

When Mike McKee joined the BC Hospitality often think they're indestructible, according to Another recipient is Karen Olnyk, 25, who was Foundation’s board of directors a year ago, he McKee. “They're very glad there's something like diagnosed with Hodgkin’s Lymphoma and has now wasn't very familiar with the foundation's work. this for people who need it. But the demographic left the industry to rest and recover. She was most Now McKee is one of its biggest advocates, [of people we help] is usually younger. They say, recently employed at Christie’s Carriage House describing it as a “terrific organization [that] ‘Well that's great, but I don't really need it.’ It's Pub in Victoria, where friends and colleagues serves a much-needed niche in the hospitality good when we're able to profile people in that age helped raise money for her recovery. Funds were industry, especially since so many of our people group who've been helped. It really helps them to augmented with a $4,500 cheque from the BCHF. are transient to some degree. It provides a safety relate personally.” “It's really heartening to see the growing awareness net for so many.” To drive home that point, BCHF Executive Director of BCHF’s work among our province's licenced McKee, a partner and CFO with the JAK Group of Alan Sacks reports that for the first six months establishments,” says Sacks. “But there's much pubs and liquor stores, was appointed to the board of this year alone, $30,500 has been given to more that can be done. In addition to its current on behalf of the Alliance of Beverage Licencees individuals facing a financial crisis due to a medical fundraisers, which include Dish 'n Dazzle, the (ABLE) and says the group's three Lower Mainland condition, with $8,000 of that amount going to annual golf tournament, and Tip Out to Help, the pubs - Great Bear, Moonrakers, and Roo's - now hold several younger workers in the pub industry. foundation is working on organizing the first-ever Skills and Spills, a games day for the industry. “We'll regular fundraisers for the foundation, including Among those recent BCHF beneficiaries is Tim definitely support that, once we have more details meat draws and other raffles. “We recently sent a Fukushima, 36-year-old brewmaster at Victoria’s on what's involved,” says McKee. Look for more cheque for about $1,000 to the BCHF from one of Driftwood Brewery, who was diagnosed with information at www.bchospitalityfoundation.com. those fundraisers,” he notes. As well, McKee says leukemia and is currently undergoing treatment. the pubs are increasing their involvement in the In what was described by Sacks as “a fantastic If you're interested in getting involved with BCHF foundation's Tip Out to Help program, raising and emotional show of support,” friends and fundraising, please contact Alan Sacks at asacks@ $2,000 last year through industry Burgers & Brew colleagues attended a dinner hosted by the Marina bchospitalityfoundation.com. nights, 50/50 draws, and other raffles. Restaurant, raising an amazing $22,000 for Tim, to Support for the BCHF among pub staffers is also which the BCHF added a further $3,000. Renee Blackstone is a freelance journalist who sits on the BCHF Advisory growing, especially among younger workers who Board.

36 The Publican LDB Report by Donna Mohn

Get to Know Wholesale Products During the mid-1990s, the BC liquor retail landscape began a dramatic A variety of resources are available to make wholesale products more accessible expansion. Today, there are 671 licensee retail stores and 221 rural agency stores, to private retailers. Access to the complete list of LDB-stocked wholesale along with 12 independent wine stores, which now operate throughout BC. products can be found on the resources page of ldbwholesale.com and LDB Web Store customers can search all liquor products available for sale in BC. To Growth in the retail private sector, over the past decade, and changes to the keep the wholesale portfolio current, the LDB delists all wholesale products restaurant scene put the spotlight on products sold primarily in restaurants. without a sale in a 12-month period. Referred to as “speculative” products or “spec” for short, these products were initially dominated by beer and wine and were quickly adopted by private retailers. Spec products offered licensee retail stores something different - new sizes, specialty packaging, and the opportunity for consumers to purchase a New Wholesale Product Terminology product not sold in a government liquor store.

As the number of speculative products grew, LDB renamed the portfolio LDB-stocked wholesale products Kept on hand in the LDB Vancouver Distribution and categorized the products into two groups; stocked wholesale products (formally speculative products and Centre (VDC) and ready to ship when ordered. stocked wholesale products) These products represent the top selling and - representing products stocked in the LDB Vancouver Distribution Centre continuously available products in the wholesale (VDC), and back-ordered wholesale products - representing products stored portfolio. in the Agents’ warehouse. The number of wholesale products has grown further to 21,000 and the Agent-stocked wholesale products Stocked in the Agents’ warehouse. When ordered portfolio has recently undergone a name change. Stocked wholesale products (formally speculative products and by a wholesale customer, these products move back-ordered wholesale products) from the Agents’ warehouse to VDC and then on to are now “LDB-stocked wholesale products”. These products are available the customer. Please consider extra lead time when directly from VDC and demonstrate an appropriate sales volume history, ordering Agent-stocked wholesale products. These continuously available throughout the year. Back-ordered products are now products typically take 2 – 3 days to VDC and then are distributed according to your order schedule. called “Agent-stocked wholesale products”. Agent-stocked wholesale products are not inventoried in VDC and are stocked in the Agents’ warehouse due to a significantly slower turn-over. The 21,000 products registered for sale by liquor agents and suppliers are comprised of LDB-stocked and Agent-stocked wholesale products. With such a Product Category Total wholesale products that comprise 80% of wholesale revenue large number of wholesale products available, it may be a surprise to learn that Rolling 12 months to May 2013 just over 2,000 LDB-stocked and Agent-stocked wholesale products produce 80% of the revenue in the wholesale portfolio. Beer 97 On a regular basis, the LDB reviews the top-selling wholesale products and Wine 1,756 determines whether a product will be stocked in VDC. To be stocked in VDC, Refreshment Beverage 75 consideration is given to products projected to have a seasonally high demand Spirits 254 and products with justifiable annual turnover. In addition, fast-paced, trendy Total 2,182 products that have seasonality will be held for distribution in VDC.

Sept. 23 IVSA New Product Salon Upcoming Four Seasons Hotel, Vancouver

Sept. 25 IVSA New Product Salon EVENTS The Fairmont Empress Hotel, Victoria

Oct. 27 & 28 Connect – Food + Drink + Lodging Tradeshow Vancouver Convention Centre West

Nov 11-17 Hopscotch Festival showcasing premium whisky, beer & spirits Vancouver

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CONNECT - Bringing Together BC’s Hospitality Professionals Sessions will be directly related to food, drink, and lodging, and each one will be about 50 minutes. For updates on sessions, please visit www.connectshow.com. The BC Hospitality Conference and Expo has been a highlight for our industry year after year, and it’s about to get even better! The Alliance of Beverage Special Hotel Rates - Need a place to stay while in Vancouver or want to stay Licensees, the BC Hotel Association, and the Canadian Restaurant and closer to the action? A range of special rates have been negotiated with many Foodservices Association have joined together to create CONNECT - a tradeshow hotels surrounding the convention centre. Visit www.connectshow.com for bringing the food, drink, and lodging industries together under one roof! accommodation options. Exhibitors - Over 300 of the industry’s leading suppliers will be in attendance. Show Dates & Hours - Sunday, October 27, 11:00am - 5:00pm and Monday, The variety of exhibitors at this year’s tradeshow will help you find everything October 28, 10:00am -5:00pm you need to run a hotel, restaurant, pub, or liquor store including the latest in Location - Vancouver Convention Centre West, 1055 Canada Place technology, products, and services. New products and equipment will be on The food, drink and lodging industries that make up the hospitality industry hand for you to test and you can sample innovative food and liquor. in BC have become increasingly important to BC’s economy, bringing in $14 Social Events - While meeting exhibitors will help your business, you will also billion dollars and providing more than 200,000 direct jobs to the province. be able to network with old friends and new faces in the industry through This industry is growing and so is our tradeshow. Don’t miss out on the biggest many social events, including an Opening Reception, Trends Breakfast, Industry hospitality tradeshow in Western Canada. We hope to see you there! Luncheon, and a Closing Reception & Charity Dinner for the BC Hospitality For more information on CONNECT, please visit www.connectshow.com. Foundation (BCHF). The BCHF provides financial support to individuals within the hospitality community who are coping with a financial crisis due to health or medical conditions. Membership Renewals Education - Educational sessions and workshops will be taking place throughout Over the last year, ABLE BC has been working on getting your feedback the tradeshow to provide you with information on many different topics. regarding the liquor industry. Executive Director Ian Baillie and President Ron Orr travelled across BC and held regional meetings where they listened to and discussed liquor issues with members. Through online surveys, we also compiled your thoughts on the industry, which will be very important information as the government prepares for a liquor review. We hope you will continue this conversation with us. Over the next month, you will receive an invoice from the ABLE office for membership renewal. If you have any questions or would like to inquire about member benefits, please contact us at 604-688-5560 or [email protected].

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