Agreement #40026059 Publican the T he Alliance ofBeverage Licensees and Lager Viti Winter 2012 Glassware in Options Your Brand Building Wine Culture Expanding the Wine Clubs: Styles International The official comfort beer of Winter is here.

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On the Cover Ralf Joneikies Viti Wine and Lager

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 24 [email protected] www.ablebc.ca

2011-2012 Board of Directors President Ron Orr (Interim) Past President Al Arbuthnot VP Membership Jonathan Cross VP LP Poma Dhaliwal VP Governance John Lepinski VP LRS Ron Orr 12 18 26 30 Secretary/Treasurer Roger Gibson Executive Director Ian Baillie Directors Brady Beruschi, Al Deacon, Mariana Fiddler, the Al McCreary, Mike McKee, Gavin Parry, Ronnie Paterson, Kurt Pyrch, Danny Rickaby, Stan Sprenger Director at Large Dave Crown

The Publican Editorial Committee Damian Kettlewell, Ralf Joneikies, Mike McKee, Gary McPhail, PublicanWinter2012 Ron Orr, Brian Riedlinger, Cheryl Semenuik, Jeff Tennant

Designed, Produced & Published by: EMC Publications Features 19073 63 Avenue, Surrey BC V3S 8G7 Departments Ph: 604-574-4577 1-800-667-0955 Fax: 604-574-2196 10 30 Ways in 30 Days to Make Next Month Rock 4 President's Message [email protected] www.emcmarketing.com 12 International Beer Styles 6 Executive Director's Report Publisher Joyce Hayne Designer Krysta Furioso 18 Wine Clubs: Expanding the Wine Culture 8 Marketing Tips Copy Editor Debbie Minke ABLE BC Editor Vanessa Harris 24 Viti Wine and Lager 9 Human Resources 21 Spotlight on BC Craft Distillers Copyright EMC Publications 26 Building Your Brand 22 Product Showcase PUBLICATIONS MAIL AGREEMENT NO. 40026059 30 Options in Glassware RETURN UNDELIVERABLE CANADIAN ADDRESSES 29 What's New? TO CIRCULATION DEPT EMC PUBLICATIONS 36 A Six-Pack of Moneymaking Ideas 19073 63 AVENUE 34 Wine Report SURREY BC V3S 8G7 42 Fundamentals: How to be email: [email protected] Brilliant at the New Basics 35 LCLB Report 44 Simplicity Wins in any Economy 39 Names in the News 40 BC Hospitality Foundation The statements, opinions & points of view expressed in published articles are not necessarily those of ABLE BC. 46 Sales & Trends Advertisers are not necessarily endorsed by ABLE BC. President's Message by Ron Orr

Privatization New Issues For 220 days, your Board faced the serious ABLE is currently focused on LCLB’s position issue of the proposed privatization of the LDB’s in regards to the Licensing of Caterers and the warehousing and distribution operations. From and Trade Practices law. ABLE has February 21, when the proposal was introduced, to been fortunate to be invited to comment on September 28, when it was effectively cancelled, these policy issues and continues to strive for Board members were called upon to analyze, regulation that allows LPs and LRSs to operate in assess, debate, strategize, and most importantly, a fair and equitable business environment. The execute a plan to defeat the proposal. ABLE BC Licensing of Caterers (and the related LP Catering was not alone in its efforts as there was unanimous Endorsement) is positive in that it will provide LPs opposition from all industry stakeholders, but with a new market for F&B. At the same time, LRSs ABLE did take a strong position on the issue will suffer if consumers opt to purchase liquor and clearly and consistently expressed its view. from caterers that may be prohibited from utilizing Personally, and on behalf of all of our members, the LRS channel. What could be a very positive I would like to thank each Director and others change for our industry could also be detrimental. who played pivotal roles in formulating strategy, ABLE will strive to ensure that existing LRS markets executing it, and ultimately securing ongoing are not eliminated and our creativity, flexibility, stability for our businesses. This was not an and pre-existing relationships are rewarded and easy process, but it’s over! With the successful permitted to grow. resolution of the privatization proposal, ABLE can now turn its undivided attention to other pressing matters facing our industry. Partnerships with Government It is time for our industry to be recognized and respected as a significant player in the BC Welcoming ABLE’s New Executive Director economy. Our LPs and LRSs are together major I am particularly pleased to welcome Ian Baillie to employers throughout the province, and many ABLE. Ian brings considerable experience to the members play vital roles in the tourism industry Executive Director’s position and brings a strong as well as supporting their local communities organizational perspective to the association with sports and other charitable activities. With as well as a strong political perspective. These nearly 700 LRSs and many more LPs throughout attributes will be very important as we continue to the province, we are a major component of the strengthen ABLE, protect our industry’s interests LDB’s $900 million in annual profit, and need and navigate through an evolving political to be viewed as a valuable partner in the liquor landscape. industry. Partnerships are traditionally win-win relationships and our industry could certainly use a few more wins. I look forward to developing Election strong partnerships as we move forward with Even though the provincial election is more than government. six months away, it is not too early to engage with MLAs and other candidates to ensure our voice is heard and to clearly understand the implications Conference & Expo of each candidate’s position with respect to the Now is the time to show our strength. Our liquor industry in BC. Your Board will be actively annual convention, Host 2012, BC’s Tourism and engaged in this political process, and I encourage Hospitality Conference and Expo is here and I all members to voice industry concerns to the urge all of you to participate. Please encourage candidates. your staff to attend and catch up on the latest trends and products. This is an important year and your presence is important. For details, go to www.hostconferencebc.ca

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Dear Members, that as small business owners you are influencers a LP or LRS that is not an ABLE member, consider I’m excited about joining ABLE BC as Executive in your communities. You are leaders and talking to them about the benefits. Over the Director and I’m optimistic about the future of key partners in the economic health of our coming months it’s important that we increase our industry and this association. Over the past province - your small business is no small issue. our member recruitment and retention efforts, many weeks I’ve had a chance to connect with ABLE members employ thousands of British and we want to engage you in that effort Columbians and are major job creators for our many members and I’ve been impressed by the . passion and dedication they have for the industry, province, and this is why we will continue to Driving Value for Your Business their businesses, and ABLE. It’s this passion and advocate for policies and regulations that build dedication that makes me optimistic about the your businesses. The strength of your business is Driving value for our members is at the very core road ahead. There’s no doubt that regulatory good for BC and we will deliver that message to of what we do. Through the years ABLE has been and legislative changes have been significant government at all levels. successful in obtaining policy “wins”. While these in recent years and some of those changes important policy achievements with government have had a profound impact on our industry. have created tremendous value for our members, We Are Stronger Together While focusing on the immediate issues facing ABLE also provides additional programs that our industry is important, I want to take this Expanding our membership is a key action item help you save money. Whether it is our liability opportunity to outline three broader themes I for your association, but we will need your help. insurance program through Western Financial, see as key elements for ABLE to focus on: While we have a healthy membership, we still our group health insurance, or the bottle return have room to grow. The impending provincial program - we will always search for new ways to election is an opportunity for us to communicate enhance your member benefits. ABLE Members Are Job Creators with non-members in our industry about the I look forward to working with you in the months At the core of our membership are hard working importance of belonging to their industry and years ahead to continue driving value for small business owners. Since I have a background association. The more members we represent, the your business. Together we will protect and in political strategy and advocacy, I understand more significant our voice will be. If you know of enhance our industry in BC.

6 The Publican 1013853P Inniskillin | The Publican | Magazine File Name: 1013853P_INN-853-3H-REV1 Ad # INN-853-3H-REV1 Trim Size: 8.5" x 11" : The Publican Live: 8" x 10.5" Bleed: 8.75" x 11.25" Insertion: NA Colours: CMYK Issue: NA Due: Sept 28, 2012 Built: 26/09/12 – SM REVs: INN-853-3H-REV1 Please enjoy responsibly.

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How to Use Instagram To Instagram Basics Tips for Using Instagram for , Bars, and LRSs Promote Your Pub, , or LRS 1. Download the app for your smartphone. #Hashtag - Like Twitter, but unlike Facebook, hashtags are your friends on Instagram. Using a Instagram is an iPhone app (that is now also 2. Create an account. If you already have a hashtag makes you instantly more searchable. For available for Android), which allows you to take personal account, create a second account for example, a search for #pizza leads to more than photos and then apply filters to them that change your business. Instagram will allow you to operate one million photos. the look of the photo in an interesting and artistic multiple accounts through the app, similar to how way. Think of Instagram as this generation's Twitter does. Subject Matter - Take photos of your food and Polaroid. One interesting thing about Instagram 3. Fill out your biographical information, include offerings (for example, daily specials), and is that, unlike most social networks that are web- a link to your website, and upload a profile pic take snapshots of your employees in action. Not based, Instagram is entirely mobile-based. (likely your business logo). all of your photos need to even be related to your business. Remember, though, Instagram Instagram is very young: the social network 4. Next, you'll need to find people to follow. Do this is an amateur photographer's medium, so the is just two years old in October, and currently by tapping on the "profile" icon, which is the one photos that get the most play are ones that are boasts between 50-80 million users. They were on the right-hand margin. Then tap on the "gear" artistic in nature. purchased by Facebook a couple of months back symbol at the top of the page. The very first option for $1 billion. on this page is "find and invite friends". You can then Encourage Fans to Tag You - Have a sign connect to your Facebook or Twitter account to see somewhere at your business, letting clients or who you already know that is using Instagram, and customers know that you are on Instagram, follow them. Once you've started your network, you and what your username is. That way, whenever can start taking photos and posting them. someone takes a photo, they can @mention you in the comment section, and you will automatically 5. You take a photo by tapping the very centre see it and can repost it to your stream. This also icon, the one that looks like a camera. Take your encourages them to follow you. Instagram has a photo, then add your filters, frames, blurring, a new "mapping" feature as well, which allows you description, and a location, if appropriate. to tag your photo with a physical location. This 6. Finally, publish your photo. You can also hook is great news for bricks-and-mortar businesses. your Instagram feed up to your Facebook, Twitter, Run a Contest - Ask people to take photos on Tumblr, and Flickr feeds so that every time you a theme that is related to your business, and post a photo, it pushes automatically to those then come up with a corresponding hashtag (for networks. I do this, but sparingly. example, #WineWednesday). When someone 7. Remember that Instagram is a social network, so takes a photo and posts it with the hashtag, you you need to check on it once a day or so and have can then ask people to search on the hashtag and a look at the photos your network is posting. Trust vote for their favourite by "liking" photos. The me, this is not a burden. There are so many beautiful photo with the most likes wins the prize. images. You can also "like" photos and comment on them, so make sure you do that to increase the level Rebecca Coleman is a Vancouver-based blogger, teacher, social media of engagement. Don't just post photos and lurk! enthusiast, foodie and lover of wine. www.rebeccacoleman.ca

8 The Publican Human Resources by go2

Engage Your Employees & Reap the Rewards 1. Build positive working relationships - Listen to your employees, be It’s one thing to have a satisfied employee. It’s entirely another to have an transparent and available, and earn their trust. Help them recognize how their engaged employee. Satisfaction reflects how an employee feels about the work work directly contributes towards the organization’s success. environment, while engagement reflects the degree to which an employee 2. Ensure opportunities are available for further training and internal feels involved at work. Although the level of satisfaction may play a significant development - Encourage employees to continue feeling challenged. Create an role in determining employee retention, it is the level of engagement that will awareness of viable career opportunities within the organization, and provide influence your employees’ productivity, their commitment to the organizational the necessary tools to help develop your employees into the organization’s goals and strategies and, ultimately, the success of your company. future leaders. Make leadership training available to provide your supervisors According to a recent survey of more than 350 Canadian human resources and managers with the skills to effectively and decisively guide, support, and professionals, companies that reported higher levels of employee engagement enable their employees. also noted the following: 3. Provide a greater level of employee autonomy - While it is important to • 39% of respondents reported a greater willingness among employees to do create and consistently enforce basic guidelines for ethics and behaviour, try more than what was expected of them. to resist imposing a litany of rules and regulations, policies, and procedures • 27% reported higher levels of workplace productivity. that may otherwise impede your employees’ ability to do their jobs and fully utilize their skills. Give your employees the autonomy and work/life balance A recent Forbes Magazine study also indicated that employees who felt engaged they need to remain creative, productive, innovative, and inspired. At Queens in the workplace put 57% more effort into their work and were 87% less likely Cross, Greenfield avoids micromanaging. “I think giving our staff a degree of to resign than their more disengaged counterparts. autonomy makes them feel they have a stake in the operation,” he notes. “This For employee engagement to take hold within an organization, it must start is a team business where we are essentially graded and reviewed with every from the top. Leaders and managers who are genuinely passionate about their guest cheque. Each employee needs to know he or she has an important role company, its mission and objectives, can channel that passion throughout the in each guest experience.” organization, inspiring employees and building momentum toward a collective 4. Celebrate and recognize key successes and accomplishments - Truly engaged desire for organizational success. And although managers cannot always employees are not just in it for the money. Making your employees feel compel their employees to become more engaged at work, those who take the genuinely valued for their contributions and successes will not only help boost time to get to know their employees are more readily able to align employee productivity and morale, but will also yield higher overall satisfaction, greater goals and aspirations with those of the organization. For the employees, this motivation, and a stronger desire to excel further. It could be as simple as saying ultimately creates a greater appreciation of the significance of their role. “thank you” or implementing a structured employee recognition program that Patrick Greenfield, co-owner of Queens Cross Neighbourhood Pub in North formally acknowledges outstanding achievements in the workplace. Vancouver, believes that employee engagement is critical. “Any success we 5. Communicate consistently and often - Communicate clear expectations and have is directly related to the manner in which our staff interact with our guests offer regular and ongoing feedback. Provide a forum through which employees and with each other,” says Greenfield. “If employees are not engaged, or are just are able to communicate and share their ideas with others. Ensure all employees going through the motions, everyone - including co-workers and customers - are made clearly aware of the organization’s strategies, goals, and objectives can see it. In the hospitality industry, it is particularly imperative that everyone from the very beginning. shows up with a positive attitude and a keen interest in being at work.” Here are five crucial tips on inspiring and engaging your employees: go2 is BC’s tourism human resource association responsible for coordinating the BC Tourism Labour Market Strategy. For more resources and tools on maintaining an inspired, committed and engaged workforce, visit www.go2hr.ca. 30 WAYS IN 30 DAYS TO MAKE NEXT MONTH ROCK by Jim Sullivan

How has your business been going so far this year? Now's the time to "sharpen the saw" and generate momentum so you can make 2012 your best year yet. Here are 30 leadership strategies and tactics for every single day next month to help keep you both focused and fiscally-fit. 1. Identify the 3 items you should be selling more of. Institute a 30-day contest with your team to sell more of those 3 things. 2. Begin implementing your promotions plan. 9. Prune an under-performer from your staff that 16. List the top five expectations your customers 3. Start a plan to sell more gift cards starting today. you should have let go months ago. have when they do business with you, and also Why wait until Christmas when there are plenty the top five complaints. Define ways to enhance 10. Re-evaluate how you interact with customers. of guests celebrating birthdays, anniversaries, or the former and eliminate the latter. Focus first on where the company and the special occasions year-round? customers meet, and then build your solutions 17. Assess your entire team of hourly employees. 4. Learn something new. The only person you can outward from that moment of truth. Assign a yellow light to the ones doing the job, a truly prod, inspire, and improve with any degree green light to the ones doing more than the job, 11. Conduct a purchasing audit: you can't compete of success is yourself. and a red light to the ones doing less than the job. on price if you can't compete on cost. Assess every 5. Teach someone something new. Knowledge, vendor's service, quality, and resources today. 18. With your red-yellow-green hourly team not time, is money. member assessment in hand, determine to groom 12. In today's pre-shift meeting, tell your team 'em or broom 'em. Send a distinct message to low 6. Commit to hiring noticeably better people for why we sell instead of just how to sell. Know-why performers: we will not lower our standards so that the rest of the month. Don't just assemble a cast. trumps know-how. you can raise yours. 7. Post updates on the progress of your sales 13. Send three thank-you notes to three customers 19. Assess your current stable of managers. Do contest you began on the 1st day. today. they have the leadership skills necessary to help 8. Don't train in "general," train in specific today. 14. Teach (or re-teach) the team the basics of Costs the team develop and excel in performance? Ask yourself: “who (or what) is my training target 101 in your pre-shift meetings. Remember, the mediocre manager is always at today?” Apply this question to the next 22 days 15. Work on improving your speed of service his best. as well. today. You don't just sell food and beverage, you sell time.

10 The Publican Photo courtesy of Crow & Gate Pub

20. Ask yourself: "Where is my target customer instead of a "to-do" list, make a "to-don't" list. centres, residences, etc. in the area and plan a Central City specific way to generate more customer traffic group when they are not in my business?" 25. Do something special for yourself. Figure out ways to co-market with those other from each place. 26. Resolve to teach the people who do the hiring businesses or places. 30. Ask every team member to personally invite - your managers - how to get better at choosing at least one friend or relative to spend money at 21. Find two hourly team members deserving the right people to let on to your team. praise or recognition and give it to them. your business next week. 27. The first thing that training teaches young See how many of these tactics you can apply 22. Don't run out of month at the end of your workers is what they're not good at. Find two next month. And when you get to December 1 money. You have eight more days and sixteen under twenty-somethings to compliment today ask yourself: "What did I learn in the previous 30 more shifts to make a sales and marketing push on their progress, and reassure them of their value days that can be applied to the next 31?" Leaders this month. Design your revenue plan first thing to your team. today and begin executing it during the first shift. know that "good enough" never is, and one day 28. Improve one facet of service today. If the only teaches the other what to do. 23. Walk in stupid. What is your business, staff, or thing to purchase at a pub was liquor, it would be customers teaching you? called a liquor store. Jim Sullivan is a popular speaker and consultant. You can follow him @ 24. Time management involves not only efficiently 29. Drive around the 5-mile radius of your Sullivision at Twitter or email him at [email protected]. scheduling tasks; it also means eliminating business. List all the churches, businesses, senior unproductive or diversionary activities. Today,

The Publican 11 INTERNATIONAL

BEERby Tim Vandergrift STYLES

12 The Publican Photo courtesy of Crow & Gate Pub Flavourful, Historic, and Exciting Beer sales are foaming up all over. According to Barth-Haas Group’s annual hops and beer report, worldwide beer production continues to increase every year. In 2011, overall beer sales rose just over 3% to 1.9 billion hectolitres (1 hectolitre = 100 litres). The real news, however, is in the growth of the category of craft beer: best estimates have it growing 14% in 2011, and it’s on track for an even greater increase in 2012. This has huge implications for Licensee Retail Stores and pubs. Mass-market produced by big brewers are not showing significant growth, despite huge efforts (and money) devoted to their advertising and promotion, while their artisanal counterparts grow, apparently effortlessly. If you want your LRS or pub to increase its beer sales, it’s important to have a strong offering of international and craft-style beers available. But beer styles can be confusing - what are the popular international styles, how do they appeal to consumers, and how do they work with your menu? Certification Program Style Guidelines for Beer, Mead & . This well-organized, very specific guide lists 23 styles of beer and 79 sub-styles - more than most " If you want your LRS or pub to licensees will ever need, but it’s still very useful if you’ve got a budding cicerone increase its beer sales, it’s important to (beer “”) on staff, or would like to learn more. It’s far too exhaustive to quote here, but a copy can be found at www.bjcp.org/stylecenter.php. have a strong offering of international Many consumers are only aware of a few types of beers, so it can come as a and craft-style beers available." surprise to them that there are over 500 different beers available in BC, with many of them being international/craft styles that are flavourful, historic, exciting, and delicious. To help you understand the basics of the range, and Style guidelines provide a shorthand for discussing beer, a common assemble your own list, here are the six main categories, and the beers they framework and language to accurately describe and analyze a beer’s character. represent. Acknowledged beer authorities have long debated the origin of beer styles and the exact requirements for authenticity, but there has been a slight shift away from rigid categorization these days, allowing brewers the freedom to Lager experiment with new ingredients and new techniques. However, the established A very common (but incorrect) definition of lager is “bottom-fermented beer”. style guidelines are still key to assembling a great (and great-selling) beer The yeast in these beers does tend to settle out quickly, but all beers, lager or offering. ale, are middle fermenting. Yeast on the bottom or floating on the top isn’t in There are a number of useful guides available that help categorize different the beer, so it’s not technically fermenting at all. beer styles, and there is one source that rises above the others: the Beer Judge

The Publican 13 What really defines lagers is that they ferment at much cooler temperatures for longer periods than ales - lager is a German word meaning “storage”. The special breed of yeast that accomplishes this also produces beers with less fruity/yeasty flavours, which can also be slightly less complex than ales. Helles - The basic light golden lager of Europe, moderate in alcohol and bitterness and smooth to drink, is the model for standard North American lagers. Pilsner - Another golden lager, but richer and more focused on hop bitterness and aroma, this originated in the city of Plzen in Czechoslovakia. Vienna, Mäerzen, Oktoberfest - Sweeter than Helles, these beers are reddish- copper and have a low bitterness, and malty finish. Dunkel - A horse of a different colour, Dunkel is associated with the original beers of Munich and is dark brown. Made with roasted barley malt, combining a smooth, malty flavour and hints of nutty toastiness, it still maintains the crisp finish of a lager. Bock - Similar to Dunkel, Bock has a maltier, sweeter finish. Doppelbock (Double- Bock) is higher in alcohol, very full-bodied and has an intense malty sweetness. Eisbock is much like the eponymous German Eiswein - made from frozen beer it is formidably strong and sweet. Maibock is a strong lager that is pale/amber in colour, but has the same malty-sweet characteristics as the other Bock beers, and goes particularly well with spicy foods like pizza.

Ale Ales are generally fermented much warmer, and for shorter periods than lagers. This leads to beers with fruity aromas, complex palates, and richer flavours. The secret to understanding the palate differences is that the fruitiness and complexity gives a brewer the canvas to add more hops and pack more flavour in than when fermenting lager. Mild - Rarely used in Canada, this is a British term for the lightest style of ale. That doesn’t mean we don’t have this tawny, creamy, low-bitterness beer - most producers in Canada call this a “Cream Ale”. Bitter - Another British term, “Bitter” is one marketing term that has always been a hard-sell in Canada, partly due to the confusion surrounding it. In Britain, Bitter is a draught version of Pale Ale, and it’s only bitter by comparison to Mild. Traditionally finishing drier than Pale Ale, the style is now being interpreted around the world. Pale Ale - It was named to distinguish it from the very dark Porters and Stouts of England. Bronze to copper-red in colour, it often has a slightly sulphurous note on the nose from minerals in the brewing water, which can also lead to a drier finish and more pronounced bitterness from the hops. Brown Ale - This used to be associated with the city of Newcastle in the North of England, where they produce a dark amber/brown beer lightly sweet, with fruity aromas and low hop bitterness. More recently, Brown Ale has come to be interpreted by other brewing countries. Belgium makes a sweet-tart version, New Zealand makes more robust, malty style, and Americans are making very drinkable brown ales and there are even Imperial Brown Ales, rivalling IPA in character. India Pale Ale - This is a beer of very certain history and style. Brewed strong to survive shipping by sea in the 18th century, it has deep amber to copper colour, slight sweetness from malt, and fruity characters balanced by very high rates of hop bitterness, flavour, and aroma. IPA has become the hottest new style in recent years, with brewers experimenting with Double IPA’s and Imperial IPAs that can over 10% alcohol and astoundingly bitter. Barley Wine - Since it’s made from grain, it’s not technically a wine, but it does have an alcohol content sometimes in excess of 12%. Ranging from bronze

14 The Publican to mahogany in colour, these beers are always " …the fruitiness and complexity gives a brewer the extremely rich and heavy, with a lot of fruity-winey characters from their yeast. These are usually canvas to add more hops and pack more flavour in served in very small portions, and are treated more like a digestif, similar to a sipping or than when fermenting lager." whisky for after dinner.

tartness. Partly (but not entirely) made from With more body than other wheat beers (often Porter and Stout wheat, these beers can be difficult to brew due from an addition of oats to the brewing mash) this to wheat’s sticky character, and they are rarely spicy, slightly sweet beer with a dense mousse-like The distinction is a bit subtle for the beginning completely clear. However, the brilliantly white, head is often served with a slice of orange. drinker, but Porters tend to be substantial English- foamy head and tangy nose are very inviting. style dark ales with roasted grain notes and Berliner Weisse – This beer is made with 50% Belgian Beer varying levels of malt sweetness and hops. Stouts wheat and fermented with a special yeast that descended from Porter, but were usually intended The most exciting and dedicated brewing country produces distinct tartness and fruity, spicy aromas to be stronger (stout being the British idiom for on earth, Belgium has the most diverse set of that include clove, balsam, and occasionally even “strong”). The most famous example is Guinness, beer styles of any country. With 125 breweries bubblegum! which falls under the heading of “Dry Stout”. producing nearly 9,000 different beers, the Weizenbier - Slightly less wacky than Weisse, diversity of styles and the quality of the beers also Sweet Stouts are more robust, higher in alcohol but with the same clove notes and slightly lend themselves to imitation, and there are many and have been described as tasting like sweetened less tartness, Weizenbier expresses a bit more Belgian-styles produced outside of that country. espresso. In this category are English stouts and traditional malt notes, but can still have aromas Russian Imperial Stout, the latter of which is Belgian Golden Ale - This brew has a pale, lager-like reminiscent of fruity chewing gum. more like espresso with a shot of bourbon in it. yellow colour and a dense, rocky head (looking They have 9% ABV and a complex aroma of bitter Witbier (White Beer) - This is a unique Belgian almost like cauliflower sitting on top of the beer). It chocolate, roast grains, raisins, prunes, etc. style of wheat beer that is pale and cloudy, and is smells of pears and apples with a spicy-perfumey infused with coriander and orange. Originating nose and a crisp finish. in Belgium, this style had died out until revived Flemish Brown Ale - Impressively tart flavours Wheat Beer by Pierre Celis with Hoegaarden, which is still balanced by sweet malts and an aged, “raisiny” These beers can be very refreshing, from their considered the classic example, but there are now character make this dark brown beer resemble lightness and characteristic thirst-quenching hundreds of domestic and imported examples. sherry.

The Publican 15 Belgian Strong Ales - These come in Blonde, Dubbel and Tripel, each getting stronger and more intensely fruity and spicy as you go, with a deep gold colour, peppery/clovey/spicy nose with citrus and banana esters, and finishing with a rounded malt flavour and gentle hops. Saison - Once strictly a beer of Flanders, Saison is now made by many craft breweries. Refreshing, crisp and tart, it’s extremely thirst-quenching and low in hop bitterness and malt character, making it a great food beer. Trappist Ales - Made at (or under license from) Belgian monasteries, Trappist Ales are mostly on the sweet side. These beers are bottle-only, having been refermented inside the bottles, which leaves the sediment to give extra flavour and zest to the finished beer. Extremely fruity and aromatic, Trappist Ales can often have a candied or syrupy character from the use of Belgian Candi sugar, which increases alcohol in the finished beer without adding body. Lambic - This is an ancient style of beer, made partly with unmalted wheat and spontaneously fermented. No yeast is added to the brewing vessels: instead, wild yeast and bacteria are allowed to colonize the beer and ferment it. Some of these beers are even held in uncovered tanks outdoors, to allow wind-born yeast to settle on them! Basic Lambic, usually called Geuze, tastes (and to a great degree, smells) a lot like strong, sour cider and tastes anywhere from crisply tart to mind-bendingly sour. The wild fermentation gives very complex flavours, often reminiscent of rhubarb. This fruitiness and tartness makes the beer an excellent with fruit, so Kriek (cherry), Frambozen (raspberry), Peche (peach) and many other varieties are made. All are immensely fruity, often mouth-wateringly so, and in addition to drinking well on their own can, they be poured over vanilla ice cream for a fabulous treat.

Specialty Beers There are any number of variations on beer, and the list grows every day. There are smoked beers like Bamberg Rauchbier (a lager) or Smoked Porter, Rye beers that show a grassy, mint-like character (and are sometimes brewed as Imperial Rye Pale Ale), Oyster Stout (yes, with oysters in it!), Steam Beers that are lagers fermented at ale temperatures for a subtle and tasty flavour, Kolsch, the most delicate and pale of the Ales, Scottish and Irish Ales with their variations on malt and sweet, challenge beers that are now over 35% alcohol, and hundreds of new American beers based on the ever-increasing new breeds of hops and specialty grains available.

Finding the Right Beer for Your Customer While it’s an enjoyable task to educate yourself on all of these styles, there is usually not enough time in a busy LRS or pub to learn them all at once. While you are keeping yourself (and your staff) up with the learning curve, there is a very useful summary that cicerones use to bridge the gap between wine knowledge and beer selection, since there are some general correspondences between the two beverages you can exploit. The beers don’t taste like wine, but they do provide a similar experience.

If your customer usually . . . Have them try . . . Dry White Czech Pilsner Gewürztraminer Vienna or Munich lager Champagne Wheat Beer White Zin Belgian Kriek Lambic Cabernet Sauvignon India Pale Ale Pinot Noir Belgian Strong Ale

16 The Publican The Publican 17 WINE CLUBS EXPANDING THE WINE CULTURE by Chris McBeath

18 The Publican The concept of wine clubs, although not new, is finding new traction, primarily for two reasons. First, because quality are more accessible than ever, and second, because retailers are realizing that clubs boost sales by making it fun and easy for time-strapped wine enthusiasts to expand their palettes and wine cellars.

Keeping it Local and Social Although Whistler’s youthful demographic is more often pitched as a six-pack and craft-beer crowd, Michael Kompass, owner of the Blackcomb Liquor Store and Fitzsimmons Pub, has had great success with his wine club, which he has run for almost 12 years. “I started the club because I love wine. It’s not only a great way to work with wine and expand the wine culture, it helps to drive sales and promote customer fidelity,” Kompass explains. we’re probably going to feature club wines more something different and be able to talk about “We hold a tasting every month for which we prominently in the pub.” it. 80% of the 1,500 or so wines we carry are not charge $10-15, and each is themed to showcase a available in government liquor outlets, so the particular region, varietal, or winery. And although wine club also underscores the specialty nature Clubbing as a Loyalty Program education is important, we keep everything very of the store.” social – that’s the nature of Whistler. “ The Strath Ale, Wine & Spirit Merchants in Victoria Southcombe is thinking about extending the has had a Wine of the Month Club for over five Until recently, club tastings were held in The club’s reach through social media and placing years, and Colin Southcombe, General Manager Fitz (as the pub is fondly nicknamed), but with leaflets into store bags to promote it to a & Buyer, admits it is an intensive labour of love attendance averaging 50-60 attendees, Kompass broader audience. “Wine appreciation is all about even though the club only has about 50 members. now rents a larger room in a nearby hotel. “In education and exposure. I always consider it the a way, we’ve been a victim of our own success,” The Strath’s formula is fairly standard. For a fee greatest compliment when someone says I’ve he remarks of the move. “However, in a small of $50 per month, members receive a red and had them ‘think outside the box’. The wine club is community like this it’s really about diversifying white wine selection every month, or two reds. a great way to keep things fresh.” product demand. As a club member you get Since most members are local and prefer to pick Another member benefit is whisky. Having just member pricing as well as first dibs on new up orders, there’s very little shipping involved. been appointed BC’s second designated retailer product.” However, Southcombe still needs to research, for the exclusive Scotch Malt Whisky Society, wine taste, and order three new wines a month as With a club e-distribution list of approximately 175 club members now have access to custom bottled well as compile tasting notes, a review, and some people, Kompass credits a lot of the club’s growth and sought-after single malt whiskies. background on the winery. to consistency of promotion and production selection. “Our promotion has always been geared “I started the club for our core group of customers Creating a Cross Promotion to the local market with in-store floor displays as a kind of loyalty program,” Southcombe and tastings alongside a dynamic web presence explains. “Members are the first to try any new Janice Hutson at Penny Farthing Liquor Store has through Twitter, Facebook and a monthly wine wines that are coming to the store, so it’s a way a different spin on wine promotion. Working with blog. Now that we’ve moved our monthly events, to promote new labels and have people try Vis à Vis Wine & Charcuterie Bar “103 steps away”,

The Publican 19 the store carries the complete selection of wines that the restaurant sells by the . The purchase of any bottle includes a $10 gift card towards dining at “It’s not only a great way to work with the Vis à Vis. Likewise, the restaurant carries a stem tag on every glass of wine wine and expand the wine culture, suggesting that should customers wish to purchase a bottle to take home, they take the tag into the Penny Farthing where staff will help them find that it helps to drive sales and promote particular label. Discussions are underway as to how to capitalize further on this partnership - a customer fidelity.” wine club being a possible evolution that both feel would be a value-added service for easy joint promotion. restaurants or from a restaurant that has a strong, BC-focused wine list. In fact, we’re hoping to implement a member’s idea for a club dinner in the New The Sutton Place Hotel, which has a wine merchant on site, uses a similar concept Year where featured wines are paired with specially prepared dishes so that for its free-to-join wine club. Every bottle of wine purchased comes with a food club members don’t only share thoughts, but can also meet and get to know credit for in-hotel dining as well as invitations to Wine Club member-only events, each other. We would like to personalize our club as much as possible, so who first access to special release products, and a monthly newsletter. knows? Perhaps we’ll be able to customize online orders so that preferences for an ‘oaky chard’ or ‘no bubbly’ can be accommodated. Perhaps the dinner idea will become a regular deal.” More Culinary Appeal To date, promotion of the club involves website links, handouts, and inclusion Organized and nurtured by Kate Keates, The BC Wine Club is the just-launched in a weekly newsletter with a 600-strong database. “Like the stores themselves, venture of Village VQA Wines, which with three Vancouver outlets, has planned our club is all about being a part of the neighbourhood and emphasizing that growth in tandem with delivery logistics. we’re the go-to people for wine in the community,” notes Keates. “Because our club distributes a case four times a year, prospective members are put onto a waiting list until we have multiples of 12 people. Building by the caseload really helps with the ordering process and lets us respond quickly to A Passionate Priority customer feedback,” explains Kate, Manager of the Dunbar location. “Our club Setting up a wine club is not for the dispassionate. Aspects of administration, offers two options, a mixed case of red and white, or an all-red case because research, and communication are time-consuming value components, which is I’ve seen that red wine drinkers are more prone to collect and cellar favourite why many clubs choose a quarterly or annual distribution. Since wines are sold selections, whereas white seems to have more immediacy. Members are the first at regulatory prices, many licensees consider the margins as a poor return on to hear of new wines coming into the store and are the recipients of exclusive, investment, but taking a broader view, wine clubs do stimulate sales, encourage small batch wines that never make it to the shelves.” new clientele, reward existing customers, and give you a marketing advantage. Although November 2012 only represents the club’s second shipment, member If you have the time to enjoy the ride, wine clubs - like wine - improve with ideas are being embraced to go beyond tasting notes and some background time and due diligence. on the winery. “I will always include a recipe either from one of the winery

20 The Publican Spotlight on BC Craft Distillers

by Trevor Kallies

Only a few short years ago you’d be hard-pressed batches, executing each step carefully by hand to industry, but if applied to spirits, could strengthen to find a distillery operating in BC. Heavy taxation, ensure exceptional flavour and quality. Generally, craft distilleries as well. stiff distribution regulations, and other challenges craft and small batch distilling produces 500L or Thankfully, the NDP wants to give the province’s made the prospect of building a successful craft less per batch, using at least 50% BC products. BC craft distillers the same boost as our winemakers. distillery too formidable to consider for most. distilleries include (but are not limited to) Victoria Adrian Dix, Leader of the NDP noted, “The success However, a few visionaries have taken on the Spirits (, hemp , bitters), Urban Distilleries of the wine industry is a source of economic and challenge, and a young and bustling industry (whisky, rum, and other spirits), Okanagan Spirits cultural pride for British Columbians. We have an has emerged in our province, offering unique, (liqueurs, absinthe, grappa), Pemberton Distillery opportunity to do something similar with respect hand-crafted products to connoisseurs and (organic potato vodka, gin, apple brandy), Island to spirits and artisan distilleries in BC.” novices alike. Spirits Distillery, (vodka, gin, , and liqueurs), and Maple Leaf Spirits (maple liqueur, At present, craft distillers have to put nearly 170% BC’s first craft distillery, Okanagan Spirits, opened fruit brandies). markups on their bottles going to the LDB. It’s an in 2004 to provide a means to use discarded unfair practice since winemakers have benefitted fruit from surrounding orchards. Using age-old Perhaps the greatest challenge to BC distillers from exemptions and lower rates of about 129% recipes and traditional methods such as copper is getting their products into the hands of on direct sales for years. Due to these restrictions, pot stills, master distiller Frank Deiter developed consumers. In some cases, distillers are restricted craft distillers have achieved less than 0.05% of many award-winning specialty alcohols and fruit to selling only in their own gift shops. BC wineries the BC spirit marketshare - a low percentage, liqueurs, including their best selling product, face almost identical issues, oftentimes having to given the province’s agricultural capabilities and Taboo Absinthe. The Vernon distillery later introduce direct delivery to pubs and restaurants recent upsurge of interest in premium spirits expanded to a second location in Kelowna. to get their products to the masses. MLA Rich and liqueurs. With the current boom in BC craft Coleman reported he was planning to give BC Other BC craft distilleries gradually started up, breweries, one would think that local brewers craft distilleries farm gate status, which will and in 2009, Victoria Spirit’s Victoria Gin captured would be getting into distilling, given they are stimulate the sector. A new piece of legislation, a silver medal at the San Francisco Spirits doing half the work of a distillery already (one federal Bill C-311, or the "Free My Grapes" bill, Competition and World Spirits Awards. This was no needs beer to make whisky). should also assist the industry by amending small feat, given the release of the gin was barely the Importation of Intoxicating Act - a Be sure to support local distilleries and stock these one year earlier. As BC spirits won more awards, 1928 law intended to stop bootleggers. The Act great BC products in your LRS or pub. Not only are consumers started to explore the new world of BC prohibited the importation of wine and spirits they readily available, they offer excellent quality craft liqueurs and spirits. from one province to another for personal use. and a unique BC taste experience your customers Craft distillers create their products in small The new bill is meant to stimulate Canada's wine won’t forget.

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The Publican 21 Product Showcase

LA PODEROSA CABERNET VAN GOGH PB&J STORM WATCHER SCORPION MEZCAL TIERRA ARANDA 2009 SAUVIGNON 2010 (PEANUT BUTTER & JELLY) WINTER LAGER REPOSADO Red Wine Red Wine Flavoured Vodka Lager Mezcal Spain Chile Canada Mexico Holland Wine Advocate - Ribera del 90 points - Winescores.ca The average 25-year-old With the ocean mist Scorpion Reposado is made Duero, Spain - “ Deep purple has consumed at least glistening in the air, huge from 100% agave in Oaxaca, in colour, it offers up an “La Poderosa (the powerful 1,500 peanut butter & jelly swells rolling in from the Mexico. After harvesting at inviting nose of sandalwood, one) name suits the wine sandwiches. Why stop now? mighty Pacific, and the maturity, agaves are steamed Asian spices, tapenade, inside. The Cabernet offers Drink Van Gogh Vodka PB&J fury of the gales howling, it in wood-fired brick ovens for mineral, and blackberry. up aromas of spicy black ‘The Original’. must be storm season. 48-72 hours, double-distilled Already exhibiting some currants, grilled bell peppers, in stainless steel pot stills, aged complexity on the palate, and bittersweet cocoa. It’s a The fragrance of our PB&J Much like the storms of 6 months in Saint-Émilion this rich, plush effort succulent wine that is hearty Vodka is predominantly the West Coast, our Winter Bordeaux barrels, and bottled conceals enough structure and laden with toasted brown of peanuts, and is Lager rolls in with notes of with a real (edible!) scorpion. to evolve for 2-3 years. spices, black fruit, chocolate, complemented by the fresh caramel and finishes with Beverage Tasting Institute - 92 Drinking window to 2024.” and a hint of bay leaf.” fruit aroma of the raspberry. a crash of toffee and malt. points Notes are from the barrel Pouring a warm amber-red, “Caramelized nuts, dried before bottling. Also available - Restricted/Spec On the tongue, the roles are this lager combines honey, pineapple and guava, raw reversed and the raspberry caramel and crystal malts honey, smoked prosciutto, and Wine Advocate’s barrel score: La Poderosa Sauvignon flavour is more of the focal to create a thirst quenching baking spice aromas. A gentle 90-93 points Blanc 2011 point, giving it a velvety and slightly warming beer entry leads to a round, dry-yet- 89 points - Winescores.ca texture with a hint of vanilla - perfect for our winter fruity medium-to-full body of 14.5% Alc/Vol on the side. storms. smoked apple wood and pine, Limited quantities, last of La Poderosa Syrah 2010 floral talc, honey, and grilled fig vintage 91 points - Winescores.ca flavours.”

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The Publican 23 Vitiby Chris McBeath Wine and Lager

Success by Specialization Vancouver’s Viti Wine and Lager has a hot downtown location. Granville Street “I had a very successful, multi-disciplinary practice in Toronto, but I wanted lies one block west and Yaletown’s high-rise condominiums are within a stone’s to live by the sea,” Ralf recalls. “Vancouver won out over Halifax, but when I throw. But competition is fierce and that’s why for Ralf Joneikies, Viti’s general arrived in BC, I discovered that the province required me to re-qualify as a RMT. manager, success is all about specialization. Rather than spending a year studying what I already knew, I decided to change direction all together.” “Having only 790 sq. ft. of retail space so near the city centre means that every square foot must pay for itself, and then some,” explains Ralf. “When I With his exceptional palate, sense of smell, and heart-felt enthusiasm, Ralf joined Viti in November 2009, I could see the potential - the store just needed did return to school -but this time to study wine. He became a certified wine reorganization and a niche.” specialist and even spent some time in his native Germany to work in a vineyard, while studying winemaking and viticulture.

Channeling Diversity and Passion Redefining Value The opportunity put Ralf’s diverse background to work. As a former registered massage therapist (RMT), stage actor, and entrepreneur, he brought people The offer to join Viti came within weeks of Ralf’s return to Canada. He skills, communication savvy, and business acumen to the table. It is Ralf’s immediately set to work with a new planogram for the store, replacing waist- passion, however, that really tells the story. high wire racks with floor to ceiling wall shelving, maximizing fridge space, and

24 The Publican “I like to fly in the face of conventional wisdom.”

changing the product mix. These simple changes freed up 30% more space for 25% more product, and within a year, net increases shot up fivefold to $500,000. “Reworking the space was the quickest fix, but my focus was - and continues to be - the price-quality ratio of our product,” Ralf describes. “As we eliminated the too-highly-priced inherited product, I took a close look at our demographics. Two things were obvious: we needed to win back our female customers, and also establish an older customer base that had steady jobs and disposable income.” Customer service and niche, exclusive products have been Viti’s direction ever since. For example, Ralf’s staff includes more mature, service-oriented individuals; dog treats are always available in this now dog-friendly store; and most importantly, the shelves are packed with intriguing labels in wine, beer, and spirits.

Boldly Different “I like to fly in the face of conventional wisdom,” declares Ralf with some pride as he recounts a number of Vancouver market “firsts”. Viti was the first store to sell Sierra Nevada brews, the first to retail Quebec’s Dominus Vobiscum Beer, and currently is the first to showcase products from Muskoka Brewing. And, much to the delight of many relocated East Coasters, Viti is the place in Vancouver to find New Brunswick’s Picaroons traditional ales. (Last year Picaroons was named the Brewery of the Year at the Canadian Brewing Awards.) Although BC doesn’t give him the same flexibility with wine, Ralf still pushes the envelope. “Most people here believe that BC wine drinkers won’t drink Niagara wines, but I have proven them wrong. Niagara produces exceptionally high quality cool climate grape varietals that West Coasters appreciate from a price- quality perspective. I also sell some high-end BC wine labels such as Painted Rock and Fairview Cellars’ The Wrath." Spirits, too, have made their mark. Viti has become one of Vancouver’s destination whisky retailers; not only does the store carry the likes of Bruichladdich Octomore Single Malt Scotch, its selection includes the coveted Carn Mor Collection , a set of 24, 200 ml bottles representing 24 age classifications by 24 distilleries. Ralf’s passion of discovery not only keeps Viti’s shelves fresh and distinct, it’s a process that complements his management responsibilities at Viti’s second location in New Westminster. “Although that outlet caters to a totally different and more conservative market, we do try some of the Vancouver offerings there, just to see what happens,” Ralf describes. “You won’t see any traditional lines in Vancouver, but you may see some untraditional labels in New Westminster.” Unconventional seems to be Ralf’s moniker and for Viti, it’s been an undeniable success. “You’ve got to know your market and go out of your way to service it.” In Ralf’s case, keeping Viti front and centre means contributing to various industry media, ongoing staff and customer product education, and always introducing new ideas whether garnered from shows like ProWein in Dusseldorf, or from touring the Okanagan. It’s a combination where thinking “outside-of-the-bottle” is paying dividends.

The Publican 25 BUILDING YOUR

by F. Warren Ellish BRAND

26 The Publican Is your beverage licensee brand strategically positioned with its message clearly communicated? Are you sure? You don’t have to embark on a lengthy and expensive consumer research study to find out if your beverage licensee brand is strategically positioned with its message clearly communicated. Just try this quick and easy exercise. You may be surprised by what you learn. Ask each member of your management team and key external strategic and creative resources to answer the following three questions: 1. What business is your brand in? (Your “frame of reference”) 2. What is the “target market” for your brand? 3. What are the “points of difference” for your brand? Note: List no more than three. Analyze your results. If you observe either or both of the following, your brand positioning can most definitely be strengthened: • Significant inconsistency in the answers to most if not all of the above three questions. • “Points of difference” that are really “points of similarity” to your competition or simply “points of entry” in your business - and not pre- your business (products and services) relative emptive, ownable, and defendable attributes to competing brands. It is the most basic of all What are the three critical elements of a brand that are important to your target market. strategic statements, provides the blueprint for positioning statement? Successfully identifying and securing a powerful the marketing and development of the brand, 1. Target Market - Composed of consumers brand positioning is of critical importance to and focuses the efforts of all those involved in considered to be good potential users for your every brand. It is crucial to anyone who wants brand activities. product/service. Don't think demographically. to influenceToro's other people, whether you are Without a concise brand positioning statement Think about what the similar set of needs and/ promoting a product, a service, a cause, a with a competitive “point of difference” and or concerns are which motivate this group of candidate, an organization, an institution, or complete management alignment behind this consumers’ purchase behaviour. even yourself and your own career. Positioning positioning, it will be difficult to communicate will aid in getting your desired message across a clear and meaningful message about your 2. Frame of Reference - Describes the consumer to the people you want to reach and making an brand. A brand must make a strong impression grouping of like products or services (or impression that lasts. Positioning is the way in that lasts and translates into profitable sales and competing brands) with which your product or which you want the consumer to think about long-term growth. service competes. It is easy to think about this

The Publican 27 as “what business are you in”. Make sure you consider all of the options that a consumer has available to satisfy a specific need. 3. Point of Difference - The specific consumer benefit that you want consumers to associate most readily with your product or service. What does your brand do that no other brand does as well and that your target market cares about? Why should your target consumer value your brand? Don't let a point of similarity become your point of difference. One of the critical steps in developing a powerful brand positioning is to identify your brand’s point of difference - the specific consumer benefit that you want consumers to associate most readily with your product or service. So when defining your brand’s point of difference, don’t let a point of similarity become your point of difference.

"A brand must make a strong impression that lasts and translates into profitable sales and long-term growth."

When speaking to industry audiences on branding and brand positioning or to the executive teams of clients, I ask three short questions: How many of you grew up wanting to be average, or just like everyone else, or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands average and just like everyone else. Many of the items that are an integral part of your product/service, but are not preemptive, ownable and defendable, become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate. A brand is not a mark. A brand leaves a mark. Believe it or not, your customers do not really care about your brand’s name, your logo, or your tag line. What they do care about is who your brand is, what it stands for, what your brand offers, and why your brand is different. People want to love brands. They want to feel amazing about using your brand, so stop worrying about the name of your brand, your logo, or your tag line. Focus your attention on clearly positioning your brand and gaining complete management alignment behind that positioning. The end result will be the development of a concise positioning statement, agreed upon by your core management team. Properly position your brand and you will be in good company. I’ve worked with hundreds of global, national, regional, and local brands including many restaurants, bars, wine and spirits retailers, brewers, wineries, and distillers - all using a disciplined approach to developing a clearly defined brand positioning statement. Each of these clients that focused their attention on brand positioning has reaped the benefits of their efforts.

F. Warren Ellish is the Founder, President and CEO of Ellish Marketing Group, a leading authority on brand positioning and marketing consulting to restaurants, retailers and consumer products companies. For more information, visit www.ellishmarketing.com. Feel free to contact Warren to discuss how you and your team can quickly, affordably and properly position your brand to compete successfully in today’s competitive marketplace. Warren can be reached at 303-762-0360 or [email protected].

28 The Publican What's New? by Debbie Minke Beer

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Dead Frog Fearless IPA is a hop-forward IPA brewed by craft beer pioneers. Zythos and Galaxy hops combine to provide a tropical fruit aroma while Cascade and Columbus hops provide a citrus-like bitter finish. 650ml $4.99 Wines

Mongozo Premium Pilsner is brewed using high-grade organic barley malt, organic hops, and Fair Anna Spinato Organic Prosecco NV offers great value and Trade certified organic rice. Mild, with a slightly bitter flavour of hops, this Belgian gluten-free lager taste. It has grapefruit and honeysuckle notes on the nose is easy to drink. 330ml $2.99 Spec and is backed up with refreshing acidity and apple, pear, and citrus flavours on the palate. 750ml $14.99 Specialty Rick August Imperial Stout - This single-batch beer was brewed according to the exact homebrew recipe of Golden Stag Home Brewing Awards Grand Prize winner, Rick August from Saskatchewan. 2008 Krone Borealis Cuvée Brut is a 50/50 blend of The recipe uses more than 10 types of malts, two types of hops, a special yeast strain, juniper berries, Chardonnay and Pinot Noir. It’s fresh and crisp, with a creamy and licorice root. This strong beer is intensely dark and flavourful. 650ml $7.95 Spec mousse of fine, persistent bubbles. 750ml $26.99 Spec

Smoke & Mirrors Imperial Smoked Ale is a strong yet smooth ale featuring German Rauch (smoked) 2011 Luberon Blanc Marrenon Classique, from the Rhône and Scottish peated malts along with chocolate and crystal malts. The result is a pronounced and region of France, combines Grenache Blanc and Vermentino intriguing smokiness with a thick, malty body. 650ml $9.25 Spec - keg and cask also available grapes in a beautiful white blend. Great value. 750ml $13.99 Spec Hike is a premium beer offering a unique taste from maltose , added during the brewing process along with fragrant hops and artesian water from Ukraine’s ancient aquifer. 500ml $2.68 2012 Oyster Bay Pinot Grigio is lightly scented with fresh Spec floral and peach, with refreshing lime citrus and lingering delicate spice. 750ml $19.99 Spec G'ALE is a beautiful golden ale with a light malt character and wonderfully balanced with a blend of Pacific Northwest hops. R&B Brewing has partnered with Vancouver Pride to create this special 2011 Castle Rock Mendocino County Sauvignon Blanc - brew, and a portion of its proceeds will be donated to the society. 6 x 341ml bottles $12.10 Spec This elegant, medium-bodied wine is crisp and refreshing, with aromas of grapefruit and pineapple, and flavors of lemon and peach on the palate. It ends with a sweet fruity finish. 750ml $16.99 Spec

Spirits 2010 Dominico de Punctum Tempranillo - Petit Verdot is crafted from organically-grown grapes night harvested in Taru Sake is a dry (Junmai) Japanese sake characterized by the refreshing aroma of Yoshino cedar. Aged September and October. It has a bouquet of red berries and in a 72-litre cedar cask, Taru Sake is bottled when the natural cedar fragrance strikes a perfect balance cherries on the nose, with hints of chocolate and cherries on with the flavour of the sake. Serve chilled to fully enjoy this unique blend. 300ml $14.50 or 720ml $35.00 the palate. Great value. 750ml $13.99 Spec Spec 2008 Viña Tarapacá Fran Reserva Syrah is a Chilean beauty Magic Moments Remix Chocolate is a 100% rice-based, gluten-free vodka infused with real cocoa. It’s that combines black cherry, blackberry, and crushed rich and smooth, made with no artificial flavours or preservatives. Also now available is Magic Moments raspberry with pepper, cinnamon, oak and cedar smokiness. Green Apple, a delicious, easily mixable spirit. Both are $29.99 750ml or $15.99 375ml Spec 750ml $19.99 spec Tequila El Fogonero is handcrafted and bottled in Jalisco, Mexico using traditional methods and 100% 2009 Boutinot Les Coteaux, Côtes du Rhône Villages is a top quality blue agave. The Silver is smooth with a hint of citrus. 750ml $59.99 Reposado is aged six “big red” offering elegant berry-fruit aromas backed with a months in white oak barrels. 750ml $64.99 Anejo is aged 12 months in white oak barrels. 750ml $69.99 hint of cedar and spice. The soft, supple tannins marry into All Spec the cherry-fruit flavours resulting in a wine that is rich and FEW White Whiskey is a soft, grainy spirit with a fruity character and a dry, malty finish. This award- smooth. 750ml $21.99 Spec winner is produced grain-to-glass onsite at the distillery in Illinois. FEW American Gin is a new kind of 2008 Cavas de Crianza Malbec is aged 6 months in second- gin. Eleven botanicals finish off a whiskey base and create soft flavours of grain teamed with citrus, use French and American oak. Black cherry aromas, savoury vanilla, and juniper, offering soft complexity. Both 750ml $59.99 Spec flavours, and a long finish characterize this Argentinian Spicebox Pumpkin Spiced Whisky has arrived in BC just in time for the holidays. The warm, smooth offering. 750ml $18.99 Spec finish of genuine Canadian Rye Whisky is teamed with the aromas and flavours of our seasonal favourite, 2011 Zestos Red is made from old vine (over 40 years of age), pumpkin pie. 750ml $27.99 Seasonally restricted high altitude (2,800 feet) Grenache in Spain. Lots of kirsch, Tap 357 is a Canadian Maple Rye Whisky sure to please. The small-batch blend of 3, 5, and 7 year-old strawberry, black currant, and licorice aromas jump from this Canadian rye whiskies is teamed with Canada Grade 1 light maple syrup to create big maple and vanilla medium-bodied, richly fruity, surprisingly intense red. 750ml flavours, with a touch of peach and clove on the finish. 750ml $34.99 Specialty $17.99 Spec

Bailey’s Biscotti blends the premium ingredients of Baileys Original - fresh Irish cream and triple distilled Irish whiskey - with a delicious and smooth biscotti flavour, inspired by the traditional, double-baked Italian biscuit. 750ml $27.99

The Publican 29 OPTIONS IN

GLASSWARE by Lauren Mote

30 The Publican What’s the Best Choice? To most people, the glass seems a mere after- thought, just a pretty vessel to hold aromatic and delicious beverages, so why all the choice? Tulips, coupes, pilsners, and pinots - what does it all mean? Glassware makes an incredible gift for special occasions and impulse purchases when strategically placed with their paired products. With so many options out there, it’s fun and interesting to choose what works best for your bar and store. Glassware also represents a terrific marketing vehicle for brands, offering their own complimentary glassware for their beverages as value-added for their clients. Here’s a loose guide to choosing the correct glass for every occasion.

Cocktails

The ultimate is made perfect by a myriad Champagne Coupe/Saucer - Originating in 1663 quickly, leaving a flat, grape beverage behind. of layers, not just its ingredients. Glassware that in England, this glass offers a marvelous way to Use it for a simple and aromatic cocktail, like a holds temperature well, sips well with a specifically present a stunning cocktail, but it isn’t the best Manhattan or a Sidecar. wide mouth, or perhaps holds the largest single way to consume bubbly wines. Oftentimes, these - This tall, slender glass is typically ice cube neatly makes the cocktail perfect; there’s saucers have been associated with “Champagne” used for requiring lots of real estate for more to the glass than its shiny complexion. (hence the name), however, the bubbles dissipate

The Publican 31 sodas and juices. It was the “Tom Collins” cocktail "With so many options out there, it’s fun and interesting to that popularized this glass, and certainly remains an important glass behind the bar. Use it for a Tom choose what works best for your bar and store." Collins, Gin-Gin Mule, or Mai Tai. and maintained until the bottom of the glass is Champagne flute - The long and narrow bodies - Are you familiar with its reached. of these prevent the bubbles from alias? The “rocks” glass? Typically, we find double- dissipating quickly. The colour and bubbles are old fashioned glasses these days, but the “single” Punch Glass - Whether clear and crimped, or encased and showcased beautifully in this style. variety are worth looking for, holding a mere etched with crystal lattice-work, this and The long stem keeps the drinker’s hot body 6-10 ounces of liquid. Use it for a Sazerac or Old saucer duo is an important accompaniment temperature away from the bulb of the glass, Fashioned cocktail. for large batch cocktails inspired by the past. Although the look is a little gaudy, this is exactly which considerably warms the temperature of Martini Glass - This glass is conical in shape, and what’s becoming fashionable again in the the beer. This glass is great for serving aromatic is used for any variant of the classic “Martini”, and beverage industry. This may not be appropriate lambic style beers. that’s it. for a pub or nightclub, but it certainly finds a place Goblet/ - This is a long-stemmed, stunning Sling Glass - These days, we usually see a Collins behind a Prohibition-style bar or cocktail lounge. piece of craftsmanship. The broad-mouthed piece glass in its place, but the tall, footed is perfect for a strong heady brew, for deep gulps seems to have a bit more in common with a pilsner and lots of aroma, like a Blond Strong Pale Ale. glass than anything else. It’s commonly used for Beer /Stein/Seidel - Picture these glasses as the Tiki and tropically inspired cocktails. It’s not uncommon to discuss beer, and talk solely ultimate social clinker - their heavy base and thick about its thickest quality - the head. Indeed, the Tiki - They’re not transparent like crystal or glass make these sturdy mugs relatively resilient malted barley, grains, yeast, water, and hops all tempered glass, but a resurgence in Tiki culture to smashing glasses together in celebration. contribute to the masterful brew, but the head has has allowed these interesting and animated mugs Use it for a strong English porter, or perhaps a all the delicate and volatile compounds. Flavours to come back in style. Having a few over-the-top favourite American lager to go with some bar- and aromas evaporate quickly, making the head art pieces available comes in handy for the right room melodies. cocktail. the gatekeeper of the special brew below it. Wild yeast creates the head, and a coagulant protein Pilsner - Tall, tapered at the bottom, and set on a Champagne Flute - Although its main usage is for sustains it, but each brew is different. Perfect head sturdy foot, this glass originated in Pilsen, Czech bubbly wine, we mention this glass for bubbly carries aroma and flavour forward on the palate, Republic and holds the carbonation, brilliant cocktails, like the French 75. It’s important that and this for serving beer helps amber colour, and hoppy-head of a Pilsner tiny bubbles of carbon dioxide are captured capture the right beer in the right glass. perfectly.

32 The Publican Pint - Tried, tested, and true, this is the most popular of all the beer glasses. 16 and 20 oz. sizes are available, and always have lots of room at the top for a thick head. Serve IPAs in this glass. - Not just for fine brandies and liqueurs, these glasses are perfect for capturing the head of extremely strong ales, pouring a little bit at a time. Stange/Slender Cylinder - This is a tall, thin cylindrical glass used mainly for delicate beers. The shape and the clean lines amplify the appearance of the brew, and in fact, holds the bubbles tightly. Use this glass with a golden or Irish lager. Tulip - One of the favourites for Trappist and Belgian beers, this glass has a bulbous body, and a slightly soft lip on the top of the glass. This glass really brings out the volatile compounds in the beer’s aroma, and the shape captures and holds the head firmly. Each sip is just as delicious as the first. Weizen - This traditional Bavarian wheat beer glass, promotes higher volume and a thick, rich head. Balloon - The sheer volume of this glass, commonly used for white and red Burgundy wines, sits at a hefty 20-22 oz. Certainly, you’ve looked in the fridge occasionally and seen a double bottle of Chimay Premiere and wished there was an appropriate glass. Just like fine wines, the vast diameter on the balloon’s opening creates an incredible nose, giving aromatic beers the perfect vessel they need.

Wine Lastly, we happen upon the , a category that evokes hundreds of different shapes and styles, all designed for a connoisseur to have the best experience, and to have fun in the process with so many choices. Although it’s perfectly acceptable to stick with one or two different glasses, this is a lightly expanded guide to give the consumer a little more choice. Keep in mind that glasses are interchangeable; we can use some wine glasses for beer, and some beer glasses for cocktails. Balloon - Great for Chardonnay and Pinot Noir, as both varietals are expressed softly and aromatically in its wide bowl. Champagne - See the previous description. Grappa/Liqueur - Liqueur and spirit glasses are designed to keep the volatile compounds snuggled into the glass, and use a thin, small opening to control the volume. These are usually 1-2 oz. pours, so it’s important to keep the product controlled inside the glass. Usually, liqueur/grappa glasses have a small bulb at the base of the body to allow the liquid to fully open and breathe when swirled. Bordeaux - The shape of this glass purposely allows the wines to open rapidly, soften the rough edges of the wine’s tannins, and concentrate the fruit and sweetness on the palate through the flow of wine through the glass’ opening. White Wine - This glass is tall, with a nice long stem, small body, and slight lip on the rim on some models. The idea is to keep the temperature below 13º Celsius on these wines, so the stem and body combination are designed to stop the transfer of body warmth from the hands. Port/Sherry - The smaller body of the glass is recommended for concentrating the flavour and aroma, while opening up its character in a tight area. Like the other wine glasses, a wider body and smaller opening evokes the character of the wine, without the best parts of the wine disappearing into the air. Enhance your beverage service or LRS offerings by exploring and featuring different glasses. The possibilities are endless!

The Publican 33 Wine Report by Tim Ellison

2009 Bordeaux - The Best Vintage Ever! Now let’s look at vintage. Bordeaux is fairly far north (44ºN) and is Critics are all in agreement. The current vintage of only protected from the torrential wines from Bordeaux is the best in recent memory Atlantic influence by the Landes and could even rival the famous 1982s. Great forest, a sand dune, and a few dozen news, but what does this mean to the average kilometres. Ripening Cabernet operator, and how can we make this exciting requires a lot of heat and getting some excellent values in the sweet whites too. As news work for you? enough sun can be challenging in this area. portion sizes are small and people are used to the Firstly, what exactly are we talking about? There is also a real danger of the maritime climate outrageous pricing of ice wines, these sweet wines Bordeaux is a wine region in western France. It is producing hail and rain during the growing season can be a great average cheque building add-on for loosely divided into two regions, the left and right and at harvest, which can reduce quality. So a dessert sales and will still fit into most budgets. banks. Theses two regions are not the opposite good year with favourable growing conditions Consider alternative serving portions. Offer banks of the same river but the opposite sides is something the Bordelaise get excited about. glasses in a variety of formats - like a 2 oz. taster of a river confluence. There are several distinct A very good year becomes a celebratory event. - and options in glass size including 4, 6, or 8 regions other than these two and we will look In a great year, Bordeaux can produce some of oz. pours. This will allow guests to try the wines at them later. the most expressive and long-lived wines in the without making too serious an investment. world. Note: the very best châteaux make very The Left Bank is south of the Garonne River Another option is to offer ½ or ¼ litre carafes. good wines almost every year! and is famous for red wines based on Cabernet Flights are another great way to get smaller Sauvignon. The Medoc and Haut-Medoc are A long-storied history, global reputation, and portion sizes of more expensive wines in front the big areas and the smaller, more illustrious an ever-growing club of billionaire trophy wine of guests and still have them perceive value. communes are Paulliac, St. Estèphe, St. Julien, collectors of Bordeaux wines have allowed Three 2 oz. pours of a sample of reds at various and Margaux. These wines can be very tannic prices to reach astronomical heights. (Macau quality levels (3rd growth, 5th growth, and cru and closed in youth, and usually need additional casino executive Louis Ng flew the staff of the Bourgeois for example) or a white, red, and sweet cellar time to soften enough to be enjoyed to their 3rd growth Château Palmer to the Far East to dessert wine may be attractive. You could also do fullest. The reds are usually aged in the châteaux re-cork the 50 cases of ‘61 vintage he possessed). a comparison of Bordeaux and similar types of for a couple of years, hence the 09’s being released The 09-release price of the top Left Bank wines is wines (Meritage, Cab/Merlot blends) produced in in 2012. $2,000+. Wine from Château Pétrus on the Right the New World from the same year. A vertical of Bank is being released at $3,800 per 750ml bottle! the same wine from three (or more) vintages as a The Right Bank is north of the Dordogne River. Never mind the scarcity, prices like these make comparison is fun too. Pomerol, St. Émilion, and Fronsac are the better- the best Bordeaux wines useless to your average known areas. The wines are usually more Merlot- Theme your food specials to be complimentary operation. So, a great vintage. Big deal. What can dominant and this creates red wines that are a to Bordeaux wines and even regionally authentic, Bordeaux wines do for you? little plusher, rounder, and softer with structure depending on your kitchen capacity. Check that can allow consumption earlier than your Luckily, Bordeaux has approx 120,000 hectares of traditional recipes and ingredients and see if they typical Left Bank wine. vines (BC has around 10.000 ha) and that means it make sense for you. This could reinforce your produces a lot of wine at all levels. There are some promotions and give an added dimension of fun Sauternes is a little up the river and its neighbours very good wines produced in less famous areas, and value for your guests. are Barsac, St-Croix-du-Mont, Cérons, and Loupiac. in what the wine trade refers to as satellite areas. They make sweet white wines. In between the Whatever you do, include some staff training, Shop the outer regions like Côtes du Bordeaux sweet white and the red production area lies so they at least have a clue about what they or Blaye. Entre-Deux-Mers, translated roughly as “between are selling and ensure employ wine two seas”. Here dry white wines are made from Talk to your wine rep. A lot of this wine is preservation systems for any open bottles to increasing amounts of Sauvignon Blanc (replacing brought in as Spec and there may be some preserve the integrity of your wines. Work hard the more prevalent Semillon of days gone by). very good values right in your price range that to not have any wines open for more than three you wouldn’t necessarily know about. Buy from or four days. Consider your wine-by-the-glass Wines are further divided by a hieratical lesser-known châteaux, as they are not playing program and watch serving temperatures as classification established in the mid-1800s that on reputation, and their prices can be very well. Attention to these details will ensure wines separated wines into various crus or growths. competitive. Some generic-style Medoc wines can show best. Grand cru is the best, followed by descending be quite surprising. When was the last time you 2nd through 5th growths. The basic level wines, The 2009 Bordeaux vintage is worth celebrating. tried Mouton Rothschild? You may be impressed known as Cru Bourgeois, follow these. One hint: Make it work for you. in the increase in quality. when the Bordelaise indicate on a label that the wine is a Grand Vin it sounds pretty fancy, but it Don’t ignore the whites that are becoming more Tim Ellison is a Sommelier, Certified Chef-de-Cuisine, Founder and Past simply means it is the best wine of that particular and more reminiscent of your typical New Zealand President of the BC Wine Appreciation Society, Vancouver Wine Festival château. If all the wines are lousy, then this is Sauvignon Blanc. They can provide great value Committee Head, Red Seal (Cook) Evaluator, and part of the team at Pacific simply the best of the worst. Be warned, the and deliver the delicious crisp whites consumers Institute of Culinary. Visit at www.picachef.com. French are clever marketers. are familiar with and have grown to love. There are

34 The Publican LCLB Report by Karen Ayers

Removal of Food-to-Liquor Ratio for Food wine lists, whereby the dollar value from the sale Restaurants found operating as bars may Primaries of wine may exceed that of food, yet more food face a minimum $7,500 fine or 10-day licence may have been consumed. To address this, the suspension. LCLB is committed to maintaining Restaurants operating as bars potentially raise food primary terms and conditions guidebook integrity of all licence classes and of licensees public safety concerns because restaurants may was recently amended to delete the following staying within the terms and conditions of their not be equipped to deal with the kind of problems requirement, “As a general rule, liquor sales should licence. that bars may face. In addition, obtaining a not exceed food sales in the dining area.” This does liquor primary licence is a more involved process not mean a restaurant is now permitted to shift its than obtaining a food primary licence due to primary focus away from food service. Minors in Food Primaries the requirement for public input. Applying for A question that arises from time to time is whether a food primary licence and then operating the In addition to the ratio of liquor-to-food sales, a food primary licensee or staff can deny entrance establishment as a bar circumvents this approval there are other ways to determine whether a food to minors. Section 11(2)(a) of the Regulation process. To this end, the Liquor Control and primary is operating in accordance with its licence states that minors are allowed in a food primary Licensing Regulation stipulates that food primary class. LCLB looks at a number of factors such as the establishment. Consequently, food primary licensed establishments must focus on the service general atmosphere, whether food appears to be establishments must allow entry to minors during of food during all hours of operation. The recent the primary focus, whether there is a full service all hours of operation. removal of the reference that liquor sales should menu, whether the décor is more like a restaurant not exceed food sales from policy does not or a bar, and whether the kitchen is busy with If a food primary establishment has a lounge area, change this requirement. equipment in full operation during all liquor minors are only allowed within this area while service hours. Taken all together, these and other accompanied by a parent or guardian. Minors Experience has shown that a simple ratio of factors paint a picture of how an establishment cannot be denied entry into a lounge area if so food-to-liquor sales does not always work. As an is operating. accompanied. example, there are restaurants with expensive

The Publican 35 A SIX-PACK OF MONEYMAKING IDEAS by Robert Plotkin

When it comes to business, even small ideas china, and glassware with what they cost written cream, which results in a hot specialty drink being on how to make more money are invaluable underneath. returned as unpalatable. A pours a shot of Baileys Irish Cream into stale, bitter coffee only commodities. It only takes one or two to make a The bar staff should be given a similar reality check to have the drink returned. In both cases, product big impact. Fortunes have turned on less. To that as bartenders often think liquors, beers, and wine is lost and customers are left with a bad taste in end, here’s a six-pack of potentially profitable cost much less than they actually do. At the same their mouth. ideas for your consideration. Take what you can time, they need to be made to understand that use and discard the rest in an approved receptacle. when they give away a drink, it costs the business As the adage goes, “Look after the pennies and more than the sum of its constituent ingredients. the dollars will take care of themselves.” Far more expensive is the value of losing the Waste Reduction potential sale. Waste and spillage can quickly erode profitability. Establishing Par Levels for Opened Bottles of Proper bar procedures can also have a significant In an effort to raise staff awareness for the Wine impact on lowering costs and improving guest considerable costs involved with operating a bar satisfaction. Examples abound. Your bartender Establish par levels for each label of wine being or pub, some operators have taken to creating fails to check the freshness of the whipped featured by the glass. Only a set number of large posters that illustrate every piece of flatware, bottles should be opened prior to each shift to

36 The Publican reduce their susceptibility to spoilage. Something as simple as not pulling a cork completely out of the bottle goes a long way to reducing waste. Pulling a cork only 3/4 of the way out of a wine bottle keeps its contents from oxidizing.

Old School Practices Best Left in the Past As society continues tightening restrictions on the consumption of alcohol, once accepted practices have become outdated and fraught with liability. On-premise operators need to re-evaluate their pouring policies from a risk/ reward perspective. A prime example is the service of “doubles”. Any way you look at it, doubles are more than twice as potent as a regularly prepared drink. Complicating matters, people consume doubles at the same rate that they do other cocktails, which increases the rate the alcohol is absorbed into the bloodstream by a factor of two. Where is it written that beverage operators have to serve doubles? When a guest does request a double, a bartender need only respond that house policy prohibits serving doubles and then inquire if he or she would care for a regular strength drink.

In Praise of - Simple, Agave and Flavoured Cocktail Essentials In a business where success is measured one sip at a time, serving guests lackluster cocktails is hardly an option. So bar chefs and mixologists are increasingly using syrups to bolster the flavour of cocktails. One viable tact is infusing simple syrups with the flavour of cucumber, peppers, spices, ginger, or seasonal fruit. Another creative outlet is relying on a premium syrup brand to deliver a true-to-fruit payload regardless of the season or market availability. Creative potential alone qualifies them as indispensable.

Double Straining - Serve Fresh Cocktails With No Floaties For some time, venerable drinks like the Mojito and Old Fashioned demarked the extent of a ’s professional range. The prevailing rationale being that swirling pulp and muddled debris had no place in cocktails. However, today’s top-notch bartenders rendered the status quo passé by outfitting their bars with handled tea strainers. At once, the creative floodgates were thrown open. Mixologists and bar chefs soon began crafting cocktails by muddling fresh products directly in shakers rather than the traditional service glass. Then after vigorously shaking the contents - ice, muddled fruit and all - the bartender pours the frothing cocktail through the fine mesh strainer en route to the chilled glass waiting below. Barely a trace of debris makes its way to the finished cocktail.

Not All Ice is Created Equal The nature of the ice used is an important consideration when making cocktails. Its contribution goes beyond lowering the temperature of a cocktail to its proper serving temperature. The relative hardness of ice is an often over-looked attribute. If ice isn’t hard enough, it will melt too quickly and over-dilute the Visit us on the web! cocktail. Another consideration is the nature of the water used to make ice, the quality of which will affect the taste of the finished drink. The size and shape of the ice you use plays a key role in how drinks taste too. According to Debbi Peek, a professional mixologist, small ice cubes tend to • Marketing Tips melt faster than larger cubes and will therefore more quickly dilute mixed drinks. Debbi adds, “Since ice balls are round they melt slowly and won’t over • Past Issues dilute a cocktail. They’re crystal clear and last a long time leaving the first sip as cold as the last.” • Editorial Schedule

Robert Plotkin is a judge at the San Francisco World Spirits Competition and author of 16 books on bartending and • Advertising Rates beverage management including Secrets Revealed of America’s Greatest Cocktails. He can be reached at www. AmericanCocktails.com or by e-mail at [email protected]. emcmarketing.com

The Publican 37

The Great Canadian Beer Festival (GCBF) has national sustainable seafood program that identifies become one of the world’s must-attend beer ocean-friendly consumer choices from coast to events. Over 8,000 people from all over the globe coast. The largest annual celebration of the Wines Names in came to Victoria for the GCBF in September, where of British Columbia and local food in Vancouver, over 55 craft breweries from across Canada and ChefmeetsBCGrape showcased 75 BC wineries and the News the US displayed the diversity of the brewer’s craft. 13 top Ocean Wise partner restaurants to a crowd of 500 at the Vancouver Convention Centre. by Debbie Minke The BC Wine Institute (BCWI) is pleased to announce its new board of directors, representing Summerhill Pyramid Winery is the first vineyard BC wineries of all sizes, including large wineries in BC to achieve Demeter Biodynamic certification. ABLE welcomes the following new LP/LRS (selling more than 700,000 litres annually), medium Following a program led for three years by second members: Peacock’s Perch Pub & Liquor Store wineries (selling more than 90,000 litres annually), generation family member Gabe Cipes, the winery in Summerland, Sandi Josiassen; Tonics Pub in and the many small wineries. Ingo Grady of Mission has proven to be an organic and sustainable Kelowna, Nick Sintichakis; and The Winking Hill Family Estate Winery; Shaun Everest of Tinhorn leader. It achieved the designation through Judge Pub in Vancouver, Michael Gould. Ketchin Creek Vineyards; and Bill Eggert of Fairview Cellars diverse companion crops and onsite creation Sales & Marketing is ABLE’s newest associate continue their terms. Josie Tyabji of Constellation of biodynamic composts and preparations. This member. Robert Ketchin and Anik Gaumond are Brands Canada, whose term also continues, was involves foliar sprays and composting farm and our contacts there. reelected as chair for another term. Greg Berti landscaping material, food scraps from the onsite Congratulations to the winners at this year’s of Andrew Peller and Chris Wyse of Burrowing catering and bistro kitchen, and animal manures, Canadian Brewing Awards (CBA) competition. A Owl Vineyards were both re‐elected for another with specially-prepared biodynamic preparations panel of approximately 20 certified beer judges term. Outgoing small winery representative to increase microbial life in the soil and aid the considers five criteria: aroma, appearance, flavour, Mike Raffan of Township 7 Vineyards & Winery is immune systems of the vines. mouth-feel, and overall impression to determine replaced by new board member Bob Johnson of The Billy Miner Alehouse in Maple Ridge is who brews the best Canadian beer in 31 style Baillie‐Grohman Estate Winery. celebrating the 101st birthday of the building they categories. Special congratulations to the 2012 The eighth annual ChefmeetsBCGrape event, are located in. Named after the noted American Brewery of the Year - Central City Brewing. held in September, raised more than $2,100 for criminal, the pub is located in a building that was the Vancouver Aquarium's Ocean Wise Program, a originally a Bank of Montreal. It looks over the railway tracks Billy rode and stole on. The Vancouver International Wine Festival’s board of

BC’s CBA Gold Medal Recipients directors has selected Bard on the Beach Theatre Society as its new charitable beneficiary. Long Brewery Beer Category a supporter of arts and culture, the Festival has Vancouver Island Brewery Vancouver Island Lager North American Style Premium Lager enterred into this partnership as it celebrates its Vancouver Island Brewery Hermann’s Dark Lager North American Style Dark Lager 35th year as one of North America’s largest wine R&B Brewing Co. Coffee Porter Porter festivals. Canada’s premier wine show (formerly Central City Brewing Red Racer ESB North American Style Amber/Red Ale known as the Vancouver Playhouse International Swans Brewery Swans Scotch Ale Scotch Ale Wine Festival) will run from February 25th to March Yaletown Brewing Co. Pale Ale English Style Pale Ale (Bitter) 3rd, 2013. The Festival features 176 participating Steamworks Brewing Co. Steamworks Pale Ale North American Style Pale Ale (Bitter) wineries over a week that sees 56 special events R&B Brewing Co. Sungod Wheat Ale Wheat Beer – North American Style including the Bacchanalia Gala Dinner & Auction, Howe Sound Brewing Co. Wooly Bugger Barleywine Barley Wine Style Ale wine seminars, wine minglers, winery dinners, and Coal Harbour Brewing Co. Powell IPA English Style India Pale Ale lunches and brunches at fine restaurants and hotels. Central City Brewing Co. Central City Imperial IPA Imperial India Pale Ale Dead Frog Brewery Mandarin Orange Amber Ale Fruit Beer Vance Campbell has joined Bert Hick and his R&B Brewing Dark Snout Bacon Stout Experimental Beer team at Rising Tide Consultants in the capacity of Central City Brewing Co. Thor’s Hammer Bourbon Wood & Barrel Aged Strong Beer Operations Specialist for the Hospitality Industry. Barrel Barley Wine Vance has over 40 years of experience as a well- respected, self-employed entrepreneur/partner in the hospitality industry.

The Publican 39 BC Hospitality Foundation by Renee Blackstone

As fall brought renewed energy and focus to BC website. To find out more or to register your team, Meanwhile, another BCHF beneficiary is David Hospitality Foundation work, board members go to www.tipouttohelp.com. Hawkins, manager at Sailor Hagar's Beer and Wine store in North Vancouver, who lost everything in and sponsors went into high gear for the second In other BCHF news, applications for financial a house fire. Hawkins, 32, rushed out of his house annual Tip Out to Help campaign, presented by assistance continue to come in from those when he became aware of the fire, but went back the Okanagan Wine Festivals Society. Last year’s unfortunate enough to suffer a crisis. One recent inside when he realized his beloved dogs were still campaign raised an astonishing $120,000. This beneficiary is Alicia Appleton, a 30 year-old there. He suffered burns to 40% of his body as a year's goal is to raise $200,000. Nanaimo server who was severely beaten in result. He had no insurance and his co-workers “Tip Out to Help is primarily intended to raise August in what was a mistaken home invasion, and friends held a fundraiser that yielded $4,000. funds to help those in our industry who face according to police. Appleton, whose jaw was That amount was matched with a cheque from a financial crisis because of illness or injury,” broken, eye blackened, and ear canal bruised in the BCHF. says Board Chairman Bing Smith, “but more the attack, required surgery for her injuries and importantly, it's also a way to raise awareness of was unable to work. The BCHF increased its coffers by $85,000 with its annual summer golf tournament and continues what we do, to get everyone involved in our work. Pete Maltesen, owner of Nanaimo's New York Style to gain support from other major players in the We have a number of big corporate sponsors who Pizza on Wallace Street and chairman of the Upper industry. These include Black Hills Winery, which have done a lot to get us up and running, and Island division of the British Columbia Restaurant donated $5,000 from its Nota Bene Wine Auction, we've raised money through things like the golf and Foodservices Association, was moved to the Clefs d'Or Cruise that raised $3,000, and the tournament, but Tip Out to Help is for all those action after reading of Appleton's predicament Tequila Expo which donated $5,000. Additionally who work in the hospitality industry - from staff in the local newspaper. "I remember being at a Sysco Kelowna has pledged funds from their in hotels, restaurants and pubs to wineries, food BCRFA meeting last year and hearing about the September Golf Tournament, while the Thompson producers, food businesses, and others who make [BCHF] fund that would help people in situations Okanagan Tourism Association’s Summerland golf our industry such a vibrant and vital one.” like Alicia's," he told the newspaper. An application tournament promoted the Foundation's work. Tip Out to Help features the world's biggest was made and a $3,000 grant from the BCHF was “tip jar” and the amount being raised during approved to match funds raised to help Alicia take For more information on the BCHF, please see the campaign, which takes during the month care of expenses while she heals. www.bchospitalityfoundation.com. of October, will be tracked on the campaign's

40 The Publican Position your company as a key supplier to the hospitality industry

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The Publican 41 FUNDAMENTALS HOW TO BE BRILLIANT AT THE NEW BASICS by Jim Sullivan

You can't build a pyramid from the top down. A right things. Focus is not just clarity; it's about onboard, you put a weighty (and unnecessary) house without a foundation will not stand. And a inspiring a shared vision. It’s not just knowing daily burden on your frontline supervisors. It business without fundamentals firmly entrenched the destination; it's following the roadmap. Focus forces them to under-lead and over-manage. and dutifully executed can wither and shrink as is not just wanting to win; it's the willingness to Having to manage low-performers is mind- small as the period that ends this sentence. So prepare to win. Focus first on the things you can numbing, time-consuming, thankless, and what are the critical building blocks of successful control (hiring, service, selling), not the things you expensive. You don't build business; you build business? Besides luck, pluck, heart, nerve (and can't (economy, government, prices). people. People build business. possibly a side of abracadabra), here's my list of Build Strong Teams - Everything starts with hiring. Serve Better - In case you haven't noticed, the the essentials: If you don't have the right discipline and systems top-rated customer service organizations are Focus - When companies start strong and in place to assure that only the most dedicated, now online companies like Amazon and Zappos, stay strong, it's because they focused on the passionate and talented people are allowed not traditional brick-and-mortar stores with a

42 The Publican face-to-face presence like Nordstrom's. What Always Be Marketing - Since most every other happened? For one thing, these online companies fundamental is dependent on marketing anticipated and resolved 90% of their customer (without customers, service, selling, and hiring service challenges before customers visit the site. are irrelevant), smart leaders approach marketing By investing in a complex infrastructure, FAQs, as a philosophy, not a department. built-in suggestive selling, and a no-constraints Out-Teach the Competition - Teach everyone on mindset and makeup, they can almost guarantee a your team something new every shift. Hire people smooth experience - providing you're not a digital with a bias for learning, and then teach your team alien. But brick-and-mortar operations like us are members how to think, not just what to do. dependent on a Freudian smorgasbord of people and personalities for their service delivery, not Lead Smart - Leadership is not a personality trait; mathematical algorithms that characterizes web it’s the ability to master variable skill sets and customers. The thing is, the Internet is digital, then knowing when and how to apply them. All but people are analog. To serve better, know that leadership is situational. Since you don't really guests don't want to be treated like customers, know on which day a crisis will occur, you have they want to be treated like people. to be ready every single shift.

"Teach everyone on your team something new every shift."

Sell More - The best route to a healthy balance Execute - There are three elements of effective sheet is by simply acquiring more customers, and execution: 1) Habitual Consistency - daily raising same-store sales. You can do so with great and steady application of the fundamentals, service, smart selling, and focusing the outcome eliminating barriers to execution along the way; of every transaction on a repeat visit. 2) Discipline - holding yourself and your team accountable for excellence - and results; and Spend Less - The average profit on the dollar in 3) Focus - knowing where and how the the pub and restaurant business is about a nickel, fundamentals have to be applied if anything is to so if you sell a burger for $5, you don't "make" $5, be executed - the shift. That brings us full-circle you make 25¢. And if someone breaks a glass that to the first fundamental. There was a time when you paid $1 for, you now have to sell four burgers focusing on the fundamentals really mattered. to pay for that $1 glass. If someone breaks a $10 That time is called now. plate it will require you selling 40 burgers to pay for just that one plate. This column was excerpted from Jim Sullivan's book Fundamentals: 9 Ways To summarize: Sell 40 burgers and break a $10 to be Brilliant at the Basics of Business.Sullivision.com creates service, sales, plate during a shift and guess what else you've training, marketing, leadership and e-learning resources for the foodservice broken? Even. Sell more to spend less. and retail industries worldwide. Get free podcasts, articles, templates and product catalog at www.sullivision.com.

The Publican 43 SIMPLICITY WINS IN ANY ECONOMY by William F. Orilio

Everyone is talking about the tough economy Enough is enough! You have to stop looking at Labour wasn’t too a couple of years ago, and lately, and for good reason. It reminds me of the “big picture” as a concept that is all about didn’t need to be cut to the drastic levels they’ve 2001, and my thoughts and arguments back then cutting labour in a down economy. There is only been cut to now. I know you’re saying, “What the when times were lean. Not much has changed, one reason why labour is cut in difficult time: It is heck do you mean, labour wasn’t too high?” Well, philosophically speaking, yet everything seems the only place the bean counters can find a large your labour wasn’t too high before the economic so different to a lot of operators. It makes me enough bottom-line reduction in costs to offset downturn, or you would already have been out wonder: if we believe the gurus of this industry, a downward economy. of business. So if labour was fine just a short time and we really believe it is all about training and ago, why is it not now? developing our staff, then why don’t we ever train A new take on the “cut all the labour you can” Bottom-Line Logic is Short-Sighted Foolishness or develop ourselves? approach may be an old answer: labour isn’t too It wasn’t that long ago when we in the hospitality I don’t think there are any truer words than those high, your sales are too low. It’s not just gas prices industry were “fat and happy”. It was easy. Money of Jim Sullivan, as he described the employee or the economy. Sales nosedive when your service flowed. Profits mounted. Investors rejoiced training process: “You need to train, re-train, nosedives. Customers are not stupid. Treat them and poured it back in. Repositioning meant and when you’re done, train again, because as like they are stupid and you are in trouble. renovations. New budgeting was figuring out humans we have a tendency to under-learn and what to do with all the revenue. A look at the over-forget.” future was exactly that: a look at the future. Cutting Workforce ≠ Workforce Management This philosophy applies to owners and operators Getting back to basics didn’t exist, because you Managing labour and cutting labour is not the as well. Or at least it should. Owners and operators were already there. same thing. Slashing payroll means the remaining have forgotten what they were supposed to learn When you assess a hospitality situation of employees won’t have the time or desire to even in the early 2000s. any kind and take out the one variable that think about increasing the average per-person How many times and in how many ways are solves all the equations, you’re going to end up check. If you are ever going to increase sales in we going to hear, “Only the strong survive. It’s a becoming a statistic. That one variable - that one this economy, it has to start with the customers sluggish economy. Time for cutbacks. Get back misunderstood, under-appreciated, too-often- you have left. That can only happen with the right to basics. Mean and lean. We need to re-budget, forgotten variable during these tough economic labour to satisfy the needs of your customers. These re-position, re-forecast, appease the investors, times - is not a variable at all. It’s the solution. It needs are greater now than ever before. Reducing and be prepared. Have a contingency plan.” The is called keeping the customer happy. That can’t some labour may be necessary, but slashing payroll list goes on of excuses we’ve heard before and are be done under the duress of irrational cutbacks without consideration to service is throwing out the now hearing again. in labour. proverbial baby with the bath water.

44 The Publican "... slashing payroll without consideration to service Central City Brewing is throwing out the proverbial baby with the bath water."

Yes, there are less customers, spending less to lose in the end, and for no better reason than money, and visiting less often. Those are facts to the one we created ourselves: savvy customers. learn from. The less someone does something Customers are smarter than us, and they have and the more they have to pay for it, relative to expectations that we’ve created for them. Stop their buying power, the more they want from catering to that one variable, and soon enough, it. Discretionary income means exactly that, you’ll stop catering completely. discretionary. Customers use their discretion to It is time to get back to the customer. To do that decide not to return when service is poor. you need only simplicity, and the best definition of Philosophically, we all know that employee simplicity in our business is one word: hospitality. performance tends to decline as the economy Hospitality is defined as “the act, practice, or declines. When you make less money, so do quality of receiving or entertaining strangers or your employees. Earning less money affects guests in a friendly or generous way.” employee performance in a readily noticeable Remember those days, when we welcomed way. In this economy, customer service does people in our doors and they threw money at us? not need to be truly bad before discretionary People haven’t forgotten how to throw money spending goes elsewhere. If service is just average, around. They just don’t have a reason to throw those customers are gone, and not just until the their money at some of us. We’ve taken it away economy improves. They’re gone forever. from them. It’s time to give it back, especially if It is time to stop looking at customers as a support we want to succeed. Especially if we want to do center - someone or something that is keeping what’s right. you around and keeping you open - and to start You can’t exceed customer expectations only looking at them as a revenue center. It’s that one when you’re fat and happy. You have to do it all crucial part of your business that makes all things the time. That’s the only way to stay successful. good, that used to be good, that we now talk Exceeding expectations doesn’t just happen. It’s about like it’s a thing of a bygone age. something that you manage, something that you do every day, all the time. Once you do it, you can’t take it away from your guests. They want Keeping Hospitality in the Hospitality Industry it every time. You don’t have to be strong to survive, and you It’s simple: be hospitable. We’re the last industry of don’t even have to be that smart. It doesn’t require true humanity, of community and interpersonal the hottest concept, the latest technology, or contact in an automated age. Don’t take that away. the coolest river-rock cladding. You just have Go out there and have fun again! Everything else will to be hospitable. Those who use the sluggish fall into place. It always has, and always will. Write a Letter to the Editor economy as an excuse, or are solely focused on repositioning, re-budgeting, worrying about ROI, looking at the “what-ifs”, putting the contingency William Orilio is the CEO of Orilio & Associates, Inc., hospitality consulting [email protected] plan in place… those are the ones who are going firm to hotels, casinos and restaurants. Visit www.oahospitality.com

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The Publican 45 Advertisers LIQUOR SALES & TRENDS ABLE BC 35 Airgas 6 For Total BC Market, Year-to-Date Ending August 25, 2012 Barnet Logic Group 16 BC Hospitality Foundation 8 Beer BWI Business World 13 Volume % Change Gross Sales % Change Marketshare Company Capital 43 Litre Sales ContainerWorld 4 BC Liquor Stores 36,410,335 -2.9% $155,468,226 -2.6% 30.0% CPBA Cocktail Challenge 38 LRS 54,892,664 -1.5% $234,414,716 -1.1% 45.3% David Herman & Son 22, 23 Licensee 25,511,584 -4.5% $96,563,817 -3.2% 18.7% Diageo Canada IBC Other 7,283,470 $31,207,701 6.0% Energy Wise 43 Granville Island Brewing IFC Product Total from All Sources 124,098,053 -2.7% $517,654,460 -2.2% Hi-bridge Consulting Corp. 45 Homelife Benchmark 16 Wine HOST 2012 28

Volume % Change Gross Sales % Change Marketshare Inniskillin 7 Litre Sales Intertrade Gourmet 44 BC Liquor Stores 12,620,310 0.2% $173,331,854 2.0% 45.9% James Bradley Consulting Inc. 31 LRS 6,403,261 5.8% $82,501,488 7.4% 21.9% Johnstone's Benefits 6 Licensee 3,433,926 -2.2% $56,555,556 -2.1% 15.0% Kerrisdale Lumber Co. 37 Other 3,081,727 $64,918,447 17.2% Lifford Wine & Spirits Inc 23, 40 Lorenz Agave Spirits 22 Product Total from All Sources 25,539,224 1.6% $377,307,344 2.5% Markat Wines Ltd. 22 Matthews Campbell 43 Spirits McClelland Premium Imports 17 Merchant Advance Capital 45 Volume % Change Gross Sales % Change Marketshare Litre Sales MJB Law 39 BC Liquor Stores 4,578,713 -2.2% $147,733,305 -0.3% 47.5% Molson Coors 33 LRS 3,355,437 4.4% $104,737,683 5.3% 33.7% Mt. Begbie Brewing Co. 23 Licensee 1,274,244 -0.8% $41,295,185 -0.1% 13.3% Northwest Stoves 14 Other 708,441 $16,963,223 5.5% Orca Dynamics 20 PMA Canada 9, 11, 21, 45 Product Total from All Sources 9,916,834 0.5% $310,729,396 -0.5% Prudential Sterling 8 Rising Tide Consultants 10 Refreshment Beverage Shaw Cablesystems 5 Volume % Change Gross Sales % Change Marketshare Sting Investigations Inc. 46 Litre Sales Sysco 27 BC Liquor Stores 4,803,748 2.7% $22,400,132 3.1% 32.4% Time Access Systems Inc 31 LRS 7,644,267 9.0% $36,680,065 8.8% 53.0% Vancouver Island Brewing 15, 22 Licensee 1,051,297 -3.6% $5,284,291 -3.6% 7.6% WestCoast Cash Inc. BC Other 1,011,803 $4,872,089 7.0% Western Financial Group 32 Wine Cellar Depot 19 Product Total from All Sources 14,511,116 1.4% $69,236,577 5.6%

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

46 The Publican