the The Alliance of Beverage Licensees Publican Spring 2015

Featuring The Mission Taphouse & Grill Pub Trends in the UK 40026059 # • Appealing to Millennials • Liquor Sales in Grocery Stores t Agreemen • Marketing Using Mobile Apps

Featured Publican Stephen Stinson The Mission Tap House & Grill

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 [email protected] www.ablebc.ca @ABLEBC

2015-2016 Board of Directors & ABLE BC Staff Cover photo courtesy of BrewDog President Poma Dhaliwal Vice President Mariana Fiddler Treasurer Steve Smith 16 Directors Brady Beruschi, Rick Browning, Al Deacon, Patrick Greenfield, Roger Gibson, Al McCreary, Danny Rickaby Executive Director Jeff Guignard Membership & Communications Danielle Leroux

The Publican Editorial Committee Joey Gibbons, Damian Kettlewell, Gary McPhail, Brian Riedlinger, 6 12 20 24 Jeff Tennant

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Copyright EMC Publications 6 Pub Trends in the UK 4 President’s Message

PUBLICATIONS MAIL AGREEMENT NO. 40026059 12 Liquor Sales in Grocery Stores 5 Executive Director's Report RETURN UNDELIVERABLE CANADIAN ADDRESSES 11 Product Showcase TO CIRCULATION DEPT EMC PUBLICATIONS 16 Profile - The Mission Taphouse & Grill 19073 63 AVENUE 15 Spotlight on BC Craft Distilleries SURREY BC V3S 8G7 18 Tips for Updating Your Patio 18 LCLB Report email: [email protected] 20 Marketing Using Mobile Apps 19 Liquor Sales & Trends 24 Appealing to Millennials 23 What's New? 28 BCHF Update 29 ABLE Benefits 29 Names in the News

The statements, opinions & points of view expressed in 30 Wine Report published articles are not necessarily those of ABLE BC. Advertisers are not necessarily endorsed by ABLE BC. President's Message by Poma Dhaliwal

As many of you are no doubt aware, BC’s private These new wholesale ordering processes and As April 1 approaches, we at ABLE BC are working liquor industry is on the verge of significant pricing mark-up schedules have left many of our hard to ensure the voices of pubs and private changes. In just a few short weeks, the BC Liquor members wondering exactly how much they will liquor store members are at the forefront of Distribution Branch will be separating its internal pay for products starting April 1. Unfortunately, the discussion. On behalf of the industry, we operations into wholesale and retail divisions. the LDB won’t be releasing that information are meeting regularly with Ministers, MLAs, As of April 1, all liquor retailers in the province until March 6. We also won’t know until March 20 and government officials at all levels to help - including private liquor stores, wine stores, what the new retail prices at government liquor the government understand the business rural agency stores, and government liquor stores will be. implications of their policy decisions. I have also raised our concerns directly with Premier Christy stores - will be purchasing liquor from the LDB’s Frankly, we think that the government is moving Clark, who assured me the government was new Wholesale Customer Centre at a common too fast with implementing these changes and committed to working with us in the days ahead. wholesale price. This is a substantial shift in how is not giving industry sufficient time to adjust. private liquor stores do business. ABLE BC has We’ve told them that these tight timelines make As we continue to advocate with our government been front and centre throughout the process to it extremely difficult for liquor licensees to make partners, ABLE BC is also building alliances and fight for our members’ interests and keep them informed business decisions about inventory and finding common ground with all those who would informed of the changes. pricing strategies. We’ve asked the government to seek to foster a thriving and prosperous liquor These changes will have many consequences for slow down and consult with industry so we can all industry. It is clear to me that now, more than our industry - one being that private liquor stores work together and avoid any unintended negative ever, it is vital we all stand together to advocate will no longer be able to purchase product from consequences of this new system. for the future of our businesses. We have a lot of work ahead of us, and we will only succeed if we BC Liquor Stores at a discounted or wholesale Here are the other changes happening April 1: price. The wholesale price will only be available all work together. • Grocery stores will be allowed to sell liquor from the Wholesale Customer Centre, so if you To learn more about the changes happening through the store-within-a-store model purchase products from a BC Liquor Store, you April 1, or what ABLE BC is doing to protect the • BC government liquor stores will be allowed will be charged full retail price. investments of BC’s liquor licensees, please visit to offer refrigeration and to stay open longer our website, www.ablebc.ca and consider joining As well, private liquor stores will be required hours, including on Sundays ABLE BC if you’re not already a member. to purchase privately distributed beer directly • The 5 km rule will be lifted from the brewery or distributor. You can find • The 1 km rule will be expanded to government If there is anything else we can do to help, or if you a list of privately distributed breweries, third stores have questions about upcoming changes, I hope party distributors, and beer products available you won’t hesitate to get in touch. You can contact Each of these issues has important implications on the LDB’s website at www.ldbwholesale.com. us at any time at [email protected] or 604-688-5560. (Privately distributed domestic wine will not be for the liquor industry as a whole. You can find full affected.) details on our website, www.ablebc.ca.

4 The Publican Executive Director's Report by Jeff Guignard

As you can well imagine, a large amount of time few months, I have continued to travel around the our bi-weekly Industry Update e-newsletters, in the ABLE BC head office has been consumed by province to meet members and liquor industry or on our website (www.ablebc.ca), Twitter dealing with the ongoing changes to BC’s liquor associates through our popular monthly member (www.twitter.com/ablebc), or Facebook (www. policies - things like a shift to wholesale pricing meetings. Most recently, we held meetings in facebook.com/ablebc). for liquor retailers, private liquor stores being Abbotsford, Victoria, and Vancouver. I want to able to move into grocery stores, wine on grocery thank those who attended these meetings as shelves, and the numerous policy consultations well as all those who came out to our Vancouver Our CONNECT Tradeshow arising from the 73 recommendations in the Networking Reception at the Molson Brewery on I am very pleased to report that our second government’s Liquor Policy Review. As details Jan. 26. It was great to see so many passionate annual CONNECT industry tradeshow was a unfold, we are working tirelessly behind the licensees coming together to discuss how we can resounding success. A partnership between ABLE scenes to advocate for the interests of BC’s pubs work together to build a thriving and prosperous BC, the BC Hotel Association, and Restaurants and private liquor stores. liquor industry. Canada, CONNECT offers our industry a unique We also strive to keep our members informed so Whether you own a pub, liquor store, hotel, or opportunity to celebrate successes and share they can better adapt to these changes.To that end, simply have a professional interest in the liquor ideas for how we can grow our respective we have introduced significant improvements industry, I view these meetings as a critical businesses. Feedback from the several thousand to our Industry Update e-newsletter, and have opportunity to answer your concerns directly attendees at this year’s show was overwhelmingly created several downloadable industry fact and to hear face-to-face about the issues that positive, and we’ve already begun planning to sheets (available at www.ablebc.ca) on a wide matter most to you and your business. It is also an make 2015 our best year yet. range of specific liquor policy issues. I hope you important chance for members to ask questions Be sure to mark your calendar for the 3rd annual find these tools timely and informative to help about current and upcoming changes to liquor CONNECT Food + Drink + Lodging tradeshow you understand these issues and assist you in policies, and to learn about the many preferred coming to Vancouver October 18-19, 2015. discussions with your MLAs and elected officials, pricing plans and benefit programs available Many of ABLE BC’s associate members exhibit at customers, and the public-at-large. exclusively to ABLE BC members. CONNECT and it’s a great opportunity to meet Throughout 2015, ABLE BC will be expanding on one-on-one with your industry suppliers. Visit www.connectshow.com for more details. Have Your Say at Member Meetings our member meetings by also hosting a series of networking events, business seminars, and I look forward to connecting with you soon. Until As I have mentioned before, I believe a vital liquor policy workshops to help you grow your then, if you have any questions, comments, or aspect of my job is to connect directly with ABLE business and to manage some of the changes suggestions, please don’t hesitate to get in touch BC members whenever possible. Over the past from the Liquor Review. You’ll find details in with me directly at [email protected].

The Publican 5 PUB TRENDS IN THE UK Innovative Ideas for Difficult Times by Chris McBeath | photos courtesy of BrewDog

6 The Publican Pubs around the world - from Irish bars, to ale houses, and taverns - find the “olde British pub” an ongoing source for inspiration in décor, ambiance, and hospitality. But today, the UK's pub scene is in crisis: publicans are weathering an "iffy" recessional recovery, navigating strict drinking-driving laws, and trying to manage a rigid no-smoking policy. They are also competing against supermarkets selling alcohol at significantly lower prices, and feeling the impact of an overall social shift where many people prefer to drink at home. Consequently, Britain's pubs are reaching their demise in unsettling numbers. In the past three decades, more than 19,000 have closed down. And when MPs voted to sever the centuries-old practice of “tied houses” last November, affecting nearly 50% of the roughly 50,000 pubs in Britain, the promise of cheaper beer may come at the price of even fewer pubs Demand for taste intensity, regional production and (see sidebar). artisan ethics, particularly with the younger crowd, Ideas for Survival continues to grow. Against these beleaguering odds, British pubs possess an indomitable spirit for survival. “Pubs again under enthusiastic new management and quiz, music, and comedy nights; and even a in Britain (no matter how good they are) have with a big refurbishment. Sunday afternoon cinema. Stapley adds, “Quite a had a tough time during these lean economic “Nowadays, publicans need to work twice as few pubs also run the village post office or shop, times, but things are beginning to look up,” says hard and come up with all sorts of incentives,” have opened up a delicatessen and sell their own Fiona Stapley, long-time editor and publisher of she emphasizes, noting ideas such as: value or local produce, hold weekend farmers’ markets The Good Pub Guide. “Two years ago, around 58 two-course lunches; themed-food evenings; in the car park, have an art gallery upstairs - and places a week were closing; this has now dropped tutorials from a local wine merchant or brewer; even a hairdresser!” to around 26 - and of these 26, many will re-open

The Publican 7 Bold branding initiatives saw BrewDog thrive through the recession.

Key Trends In addition to creative décor, publicans must constantly look for new ways to keep their house relevant and at the centre of the community. Marketing intelligence company Key Note reports gastro-pub fare and value-oriented pub-grub continue to be major consumer draws. Craft beer is bigger than ever with artisan endeavours going well beyond the hop. Cocktails are broadening their reach with carbonated and bottled products as well as adding alcoholic variations to England’s quintessential cuppa, and liqueurs are on the edge of a comeback.

The Crafting Evolution of Beer Although the mainstream beer market has been in decline for the past six years, craft beers are bucking that trend. Demand for taste intensity, regional production and artisan ethics, particularly with the younger crowd, continues to grow. These products command premium prices. Put cans into the equation - Wetherspoons has been first to stock Sixpoint cans in all 900 of their bars - and craft beer sales are set to soar.

Renaissance or Collapse

The practice of 'tied houses' is when pubs are bound to the breweries that supply them beer. For the consumer, the cost of a pint can be up to 70p (CDN$1.25) more expensive that one sold at a Free House, and the overall selection is limited. For the publican, it’s chiefly about economics:the tied structure usually comes with subsidized overheads including: reduced rent to the pub company landlord; reduced building insurance; and no or low-cost benefits like satellite TV. In return, they commit to only buy beer from their owner, often at above-market prices. The lobby group Campaign for Real Ale (CAMRA) considers the change a victory for pub landlords in tied systems. The British Beer & Pub Association say the changes to a system that ‘has served Britain’s unique pub industry well for nearly 400 years’ would result in 1,400 more pubs closing with 7,000 job losses.

8 The Publican Urban microbreweries that offer pairings and a knowledgeable staff remain a tour de force and are starting to morph into novel beer and pizza joints, and fish ‘n chip and beer bars. Meanwhile micropubs, some no larger than a living room, are exploding onto the scene. Former bakeries, grocery outlets, and hair salons are also being repurposed. They serve only real ale and sometimes artisan cheeses and pickles, and provide a convivial atmosphere. There’s not a lager, television, or jukebox in sight. BrewDog Brewery in Scotland, perhaps epitomizes the state of the craft beer nation. Irreverent, passionate, and deadly serious about beer, the company has gone from two shareholders (and their dog) brewing 1050 hl in 2007, to a cast of 224 employees, 13 BrewDog bars, 53,500 hl and 14,208 shareholders. Bold branding initiatives helped them thrive through the recession. For example, Cider “We wanted to revive East London’s rich legacy they masterminded Tokyo, at 55% ABV the UK's of spirits manufacturing,” says Alex Wolpert, co- strongest beer - so strong that it was banned Like their real ale counterparts, ciders are also founder and partner. “The craft spirits trade in by many outlets and hence found its star power growing in popularity. Fruit ciders are one of the the UK is experiencing a renaissance with several through exports - and Tactical Nuclear Penguin, fastest growing alcoholic drinks and no longer city distilleries popping up across the capital over which at 32%, came in close second. Much of confined to apples and pears. Popular variations the past 10 years. Even before we opened we had BrewDog’s success can be attributed to “Equity for now include flavours such as raspberries with a numerous bars lined up to take our gins, vodka, Punks”, an online crowd-funding scheme that in its hint of mint, blackberries, elderflower, strawberry rum, and whisky; London clearly has an appetite third offering in 2013 raised 4.25 million pounds blended with limes, cherry, and toffee apple; the for quality and locally-produced spirits.” Other from almost 10,000 investors in 22 different choices seem limited only by the imaginations of artisan distillers, usually specializing in top quality countries. Add headline-grabbing concepts like a new breed of cider maker. Where five years ago gin and vodka, are experimenting with unusual aging beer on the deck of a fishing boat, brewing shelves were racked with perhaps half a dozen flavourings like marmalade, rhubarb, or wood beer at the bottom of the ocean, and dispensing variations, today they are stacked with upwards smoke, and with intriguing locations that are a a 28% beer from a modified deer’s head, and you of 30 different varieties, creating a market that has hybrid distillery, off-license, and pub. have a trend-setting, award-winning company doubled in volume in as many years. that defies traditional business models. Champagne “Serving craft beer is no longer the differentiating Spirits factor that it was a couple of years ago,” says James With emerging markets syphoning off Big Brand Watt, co-founder. “As the number of craft brewers The revival of micro distillers is giving rise to champagne and pushing up prices, Grower has grown exponentially, outlets are becoming what has been described as a “new league of Champagnes are now edging onto the market. a lot more discerning about the quality of beers extraordinary drinking destinations”, serving Packaged as hip, youthful, and affordable, artisan they offer. We’re likely to see a wider range of strictly spirit and hops - no wine. bubblies are earning celebrity status in wine bars, international craft beers and more eclectic UK As the first distillery to open in the East End and being teamed up in counter-intuitive ways selections.” A harbinger of cans to come, the of London in over a century, The East London such as gourmet hotdogs and mac ‘n cheese. company is building an eco-friendly, high-tech Liquor Company began operations in April 2014 “The real appeal of Grower Champagnes - other tank farm and brewhouse, set to open in early 2016. as one of the industry’s 21st century pioneers. than being exceptionally good value - is that they

The Publican 9 Tea cocktails are trending everywhere whether as the base for pre-mixed “freshly brewed” vodkas, or as hand-crafted recipes.

do not aspire to a consistent house style akin to liqueurs are traditionally reliant on the off-trade that of the larger Champagne houses,” explains - and thus, according to research by Mintel, Simon Field MW, Champagne Buyer. “Grower are well positioned to capitalize on the drink- Champagnes will only use grapes from their own at-home trend. Liqueurs are losing their old- vineyards, so that the wine in every bottle has fashioned, special occasion perception through been lovingly hand-crafted in one specific place recrafted recipes, modern packaging, and heavy and from one specific source. The result, almost promotional investment. Witness the success of paradoxically, is seldom completely consistent, Baileys, now better known as a social choice rather but instead, the combination of a truly individual than indulgent one. With its flavour variations, geography, geology and climate, and the creation such as hazelnut and biscotti, and its partnerships of a taste that holds within it a true sense of place.” with the likes of Dairy Crest to produce a limited edition fresh cream, and Haagen-Dazs ice cream, its brand also has lifestyle relevance to the overall Cocktail Mania dining experience. Take note too, of Diageo (the world’s largest spirits’ producer) aligning its Qream The demand for artisan beer, champagne, and liqueur with US hip hop star Pharrell, so as to target spirits is redefining the cocktail industry with the youth market while producing liqueur foam customized, large-scale production from all products that underscore youthful, frothy fun. corners of the UK. In keeping with consumer preferences for more aromatic, lighter, flavourful, Whether offered as “long serves”, as “colder than and fresh experiences, trending concepts include ice” shots from a Tap Machine (said to increase carbonated drinks (with fizzy plain or flavoured sales five-fold), or mixed as food-paired cocktails, waters, or a C02 pump), and high quality bottled underperforming liqueurs are now battling for cocktails that relegate Marguerita mix to the pub listings with creativity and innovation. Watch back shelf and help bartenders produce a quality for stronger branding for any occasion, smaller product quickly. Spirited slurpies and shakes are and trial sizes, and authentic story-telling wellness also popular. Think vanilla milkshakes spiked with messaging; after all, monks used to make many maple bourbon or vodka and Kahlua. Savoury liqueurs for medicinal purposes. flavours are also making their mark, primarily via Thai drinking vinegars alongside artisan varieties. Tea cocktails are trending everywhere Cheers to the Future whether as the base for pre-mixed “freshly In spite of the many challenges, UK pubs are brewed” vodkas, or as hand-crafted recipes. Even proving they can withstand tough times. The national grocery stores like Sainsbury and Marks industry is still working its way through some and Spencer feature displays for home-made its most significant transitions, but with hopes cocktails including spirits, liqueurs, and syrups pinned on a younger demographic, the British are with recipes as well as glasses, shakers, and other also demonstrating that they have a few trend- mixology equipment. setting concepts in the hopper. Oddly, though, they haven’t yet embraced digital technology to reach the very market they need. Offering Look Out for Liqueurs customers free WiFi and digital loyalty schemes After 10-plus years of stagnant growth, liqueurs are key areas where North Americans could teach are being reinvented to appeal to the younger the Brits a thing or two. generation. Unlike other alcohol categories,

Snack on This

Key Note research reveals that for 54% of UK adults, eating a meal is their main reason for visiting pub and although gastro fare, tapas-style dishes and value-for-money, family-friendly meals are top choices, big pub companies report that dry-led sales is the sector showing consistent growth year on year. Pop-ups for food and ales are starting to pop up around the country such as a former ice cream van for hire that chimes for a pint rather than a sundae.

10 The Publican Product Showcase

TATRATEA Original 52% RED TRUCK IPA Van Gogh Vodka Yukon Shine - AuraGin Yukon Shine – Yukon Liqueur Beer Miniatures Gin Winter Vodka Slovakia Canada Vodka Canada Vodka Holland Canada TATRATEA is a tea-based herbal Nothing Delivers Like a Twelve carefully chosen liqueur made in the High Tatras Red Truck New/Speculative listings botanicals, including fresh Blended vodka distilled Mountain in Slovakia. It is most grapefruit, lemons and limes, from Yukon Gold potatoes, popular served with a hot tea, A bright IPA filled with lovely A Perfect Impulse Buy Item create a crisp and refreshing Canadian rye and malted as it warms you up with the floral, pine, and citrus aromas citrus flavour. barley. 100% distilled in the strength of the alcohol (52%) and flavours. Offer your customers a pristine, vastly untouched and warmth of the tea. delicious experience with the Vapour infusion achieves a Yukon by Yukon Shine A soft sweetness followed with best flavoured vodkas period; superior, smoother quality gin. Distillery. Distilled four times. Powerful when served "neat" a lingering bitterness makes as rated by Spirit Journal. 100% distilled in the pristine, Filtered five times including an or "on the rocks", extremely this beer an easy-drinking vastly untouched Yukon by exclusive genuine Yukon gold flexible to mix with ice tea, friend suitable for all occasions. 5 Stars - Spirit Journal Yukon Shine Distillery. Distilled filtration. tonic or cola. 6.3% alc./vol. five times. Filtered five times including an exclusive genuine A full mouth velvety feel. This very unique and award- Yukon gold filtration. Well-rounded, slightly sweet winning product is now finally 6x355ml bottles .50ml Cases of 120 with a hint of vanilla and available in BC and very soon +525659 $11.95 All Flavours $3.70 Less juniper, more flavour! A agave. Incredibly smooth with in Alberta. Stocked Spec refreshing new take on gin. little to no burn. The Yukon Coconut +182295 Gold potatoes provide a slight Also available: 40% alc./vol. sweetness and smooth taste 750ml Cases of 6 Ale - 6x355ml bottles Acai Blueberry +127324 without the addition of any +540641 $44.95 +879759 $11.95 additives. Dutch Chocolate +039081 Also available: Lager - 6x355ml cans 40% alc./vol. TATRATEA Citrus 32% +389544 $11.95 Double Espresso +616474 +414898 $39.95 Lager - 6x355ml bottles Espresso +539759 TATRATEA Peach 42% +58115 $11.95 +624678 $42.95 Stocked Spec Dutch Caramel +876714 750ml (6 bottles/case) 750ml 6 bottles/case + 70177 $49.95 +805093 $49.95 778-898-6996 604-682-4733 604-737-0018 604-365-4861 604-365-4861 www.tatraspirits.com www.redtruckbeer.com www.vangoghvodka.com www.kirkwooddiamond.com www.kirkwooddiamond.com

The Publican 11 liquor sales in grocery stores What Does It Mean For Private Retailers?

by Joanne Sasvari

12 The Publican “The supermarket is a place for big wineries to eliminates general retailers and convenience stores. In addition, no other pre-existing liquor get bigger and small wineries to have little or no retailer can be located within a 1 km radius; however, that retailer could simply move into the presence.” grocery location. “We’re fine with that model - it can create some Many industry insiders said alcohol sales in commenting were in favour of allowing liquor new opportunities for members,” Guignard says. grocery stores would never happen in BC. Too sales in grocery stores. “The model we are really concerned about is complicated. Too many rules and restrictions. Too This move, then, is designed to make consumers putting wine on grocery store shelves. We see that many players whose noses would be put out of happy. People in the industry, though, are not as a threat to private liquor stores.” joint. And yet, here it is. As of April 1, grocery stores quite so thrilled. In this second scenario, announced in November will be able to sell beverage alcohol. It’s all part 2014, grocery stores will be able to sell wine right of the government’s initiative to modernize BC’s “I think it’s important to know that no one in the on the shelves next to the Doritos and mayonnaise antiquated liquor laws and, they say, to level the wine or liquor industry, that I know of, wanted - and, potentially, right across the street from an playing field for all the industry partners. alcohol in grocery stores,” says Ezra Cipes, CEO of Summerhill Pyramid Winery in Kelowna. Adds existing store. Unlike the “store within a store” However, many private retailers are left wondering Harry McWatters, the 40-year veteran of BC’s wine model, these retailers would not be held to the if this is some sort of cruel April Fool’s joke. “I hope industry who founded - or played an integral role one-kilometre rule; however, they may only sell it is, honestly,” says Mark Hicken, the Vancouver in founding - everything from the province’s first 100% BC wine. According to Attorney General and lawyer and blogger (Winelaw.ca) who specializes winery to the BC Wine Institute to VQA Canada, “I Minister of Justice Suzanne Anton, “This model in issues surrounding wine and alcohol. “It’s think it’s intensely distasteful that they’re poking focuses on common sense changes that will give devastating,” says Jeff Guignard, Executive Director private retailers in the eye so badly.” the people of British Columbia the convenience of the Alliance of Beverage Licensees of BC. of being able to grab a bottle of wine off the Ironically, it’s people like Cipes and McWatters who “Consumers don’t understand the full implications shelf with their groceries, while at the same time should be happiest about the changes, at least of this decision.” supporting the burgeoning BC wine industry.” under one of the two proposed models. Maybe. But when even BC’s top winemakers A Gift for Consumers are unhappy about the idea, you know that A Model for Dissatisfaction something’s not quite right. When the government asked British Columbians for their feedback on the province’s liquor policies, The first model for liquor in grocery - announced in one thing was clear: consumers really wanted to be October 2014 - is the “store within a store”, where Where the Big Get Bigger able to buy wine with their groceries. According to the grocer will set aside a separate area for a full Hicken explains, “The supermarket model doesn’t the BC Liquor Policy Review Final Report, this one liquor retailer with its own cashiers. To be eligible, fit with our BC wine industry.” The problem is issue “drew more public interest and comment the grocery store has to be a minimum of 929 sq. that what consumers want in the aisle is cheap than any other topic” and almost 75% of those metres or 10,000 sq. ft. in size and at least 75% of its sales must come from food products. That plonk. Think Two-Buck Chuck, not a $27 bottle

The Publican 13 …it is a clear trade violation to introduce a model that only allows BC wine on supermarket shelves. of Okanagan Valley Pinot Noir. That generally become VQA stores. The province already has 21 supermarkets, you’re going to see a lot of small means big brands that sell in bulk. But BC wineries VQA stores and current international free trade liquor stores close and the wine industry having tend to be small, family-run estates, not giant agreements would allow for another 39 VQA a hard time getting distribution,” Hicken explains. conglomerates; even the biggest, on a global retail licences. “This isn’t a new type of licence for scale, could at best be considered medium-sized. anybody,” he explains. “The system actually works relatively well.” What Next? Some industry insiders may hope the supermarket model would give small wineries an opportunity Speaking of those trade agreements, that’s Guignard is concerned that the provincial to promote their products, but the reality is another issue that needs to be considered. “In government doesn’t seem to understand what much more likely to be what happened when my legal opinion, it is a clear trade violation to a large part of sales BC wine comprises in private Washington State started selling wine in grocery introduce a model that only allows BC wine on stores, or the wider impact this decision will have. stores: one or two large companies took over the supermarket shelves,” Hicken states. Violating the “They’re doing it because liquor is worth a billion market with a handful of big brands. As McWatters trade agreements could expose the province to an dollars to them, and they think this is a way of says, “The supermarket is a place for big wineries international trade challenge; if it loses, we can say generating additional revenue,” he says, but he to get bigger and small wineries to have little or goodbye to BC Syrah and hello to Aussie Shiraz. doubts that it will have the result the government no presence.” Worse, Guignard says, “What will “Once you get the international wines in, I think it’s is hoping for. happen, as we know from Washington, is that the thin edge of the wedge,” McWatters laments. BC wineries are fearful. Importers are upset. the price goes up and selection decreases. It also Distributors are confused. Hardly anyone in the causes neighbourhood shops to close.” industry knows how to plan for the coming year. More Competition, Fewer Benefits Equally problematic, in the view of many wine Even consumers are sure to be disappointed. industry insiders, is that the proposed model will Meanwhile, it appears that BC’s 670 private liquor Meanwhile, there are other, bigger issues that have be open to wines that don’t fall under the Vintners retailers have even more to lose than the wineries. not yet been addressed, like distribution. Hicken Quality Alliance (VQA). So far they have seen few benefits from the Liquor points out that it still takes two weeks to get an Policy Review. Even the one apparent major win order of wine from the warehouse in Richmond - the introduction of a flat wholesale price - has to a store in downtown Vancouver. “Why don’t Fixing What Isn’t Broken been outweighed by the loss of existing discounts they work out the inefficiencies at the distribution and the anticipation of increased retail prices In BC, VQA is the only regulatory system that end of things before upending the retail end?” he under the new pricing structure. It doesn’t help guarantees the quality and authenticity of the wonders. that government liquor stores have been given province’s wines. “We’ve already got a system. It added competitive advantages, such as being So, what’s to be done about it? Hicken believes goes through an audit process and why would we allowed to stay open on Sundays and to sell cold the government needs to postpone the mess with that?” McWatters asks, adding, “VQA is beer and wine. April 1 implementation date. And then they only a threshold. Why would you ask for anything should go back and fix the process - starting less?” Cipes wonders, only half joking, if his industry If the supermarket model is implemented, you can with more industry consultation, better release is becoming a “bunch of anarchists”, trying to add grocery stores to the list of competitors with of information, and, just possibly, forgetting the get rid of the VQA. “I don’t understand what’s unfair advantages. “The reason it’s problematic for whole idea of selling wine on supermarket shelves. happening in my industry,” he says. “We came up BC is because we have this mixed model of retail However, he admits that’s not likely to happen: with our own regulations. If it’s not working for a stores,” Hicken describes. In places that allow sales “They seem to be dead set on doing it.” big chunk of our industry, then let’s fix it.” of wine in grocery stores, supermarkets account for 60-70% of wine sales - and as much as 90% in some As for that big shopping cart of promises, for In McWatters’ view, the grocery stores should parts of the UK. “If 70% of the business goes to the some BC liquor retailers, it’s beginning to look awfully empty.

14 The Publican Spotlight on BC Craft Distilleries by Micah Dew

The popularity of craft beer is spilling over into the world of spirits. BC craft Odd Society - Located in East Vancouver, Odd Society blends traditional Old distilleries are making a strong name for themselves across the country, and for World distilling practices and clever creative adaptations with New World some, even around the world. ingredients to produce Wallflower Gin, East Van Vodka, Crème de Cassis, and So why now the sudden increase in craft distilling? The answer lies in the changes even your very own 30 litre cask of Canadian Single Malt if you are adventurous. to the BC Liquor laws on February 8, 2013. Distilled liquor products that consist www.oddsocietyspirits.com of 100% British Columbia agricultural raw materials and are distilled in BC by Okanagan Spirits - Recognized as a world-class distillery after being awarded licensed distilleries are now eligible for mark-up exempt direct sales. the status of World Class Distillery and Distillery of the Year for 2013 by the World Ampersand Distilling - On a five-acre organic farm in the Cowichan Valley, Spirits organization based in Klagenfurt, Austria, Okanagan Spirits produces over Ampersand Distilling has released a gin made with organic botanicals and organic 25 varieties of spirits and liqueurs from their distilleries in Kelowna and Vernon. BC wheat. www.ampersanddistilling.com www.okanaganspirits.com Arbutus Distilleries - Located on Vancouver Island in Nanaimo, Arbutus Distilleries Pemberton Distillery - Set in “Spud Valley” - more commonly known as Pemberton has produced Coven Vodka and The Empiric Gin. www.arbutus-distillery.com - Pemberton Distillery uses only organic potatoes, apples, pears, and barley to create vodka, gin, apple brandy, absinthe, single malt whisky and more. Central City Brewers + Distillers - Pushing forward from brewing to distilling, www.pembertondistillery.ca Central City Brewers + Distillers from Surrey has released Seraph Gin and Seraph Vodka, both crafted from 100% BC malted barley. www.centralcitybrewing.com Shelter Point Distillery - While waiting for their single malt whiskey to properly age in barrels, Shelter Point Distillery in Campbell River has released Still Master Deep Cove Brewers and Distillers - Located in North Vancouver, Deep Cove Vodka, made from 100% grain and triple distilled. www.shelterpointdistillery.com Brewers and Distillers think outside the box to create unique spirits, some of which are monthly limited releases. Deep Cove Vodka “Claire” won Double Gold The Liberty Distillery - Using Granville Island as its home of operations, The Liberty at the Great American Distillers Festival. www.deepcovecraft.com Distillery produces a lineup of premium spirits made from 100% BC grain that is triple distilled. www.thelibertydistillery.com Endless Summer Distillery - Kelowna is home for Endless Summer Distillery, which uses Armstrong’s wheat and barley as a base to create Skaha Vodka, Urban Distilleries - BC’s oldest distillery is situated in the Okanagan. Urban Back Porch Moonshine Peach Pie, and Back Porch Moonshine Apple Pie. Distilleries has amassed a product line of vodka, flavoured vodkas, gin, eaux- www.endlesssummerdistillery.com de-vie, and whisky using only locally-grown grains, fruit, and botanicals. www.urbandistilleries.ca Gillespie’s Fine Spirits - In Squamish, you will find Gillespie’s Fine Spirits distilling Sin Gin, V-Twin Vodka made with 100% BC rye, and Gastown Shine Victoria Spirits - Setting out to reinvent gin, Victoria Spirits, located in none other Vodka made with 100% BC wheat as well as a few other specialty liqueurs. than Victoria on Vancouver Island, struck a chord with consumers even outside www.gillespiesfinespirits.com Canadian borders. The success of Victoria Gin has led to other premium, small- batch spirits and a line of aromatic bitters. www.victoriaspirits.com Headspring Distilling - Located in South Surrey, Headspring Distilling uses wheat grown in Dawson Creek to create Dragon Mist Vodka. www.dragonmistvodka.com Wayward Distillation House - Rooted in the Comox Valley on Vancouver Island, Wayward Distillation House features honey as the base of all their spirits. Unruly Island Spirits Distillery - Built on Hornby Island, Island Spirits Distillery produces Vodka and soon-to-be-released Unruly Gin showcase their unique small batch Phrog Vodka and Phrog Gin that feature a combination of 14 botanicals. line. www.waywarddistillationhouse.com www.islandspirits.ca Yaletown Distilling Company - In the heart of Yaletown in Vancouver, Yaletown Kootenay Country Craft Distillery - Based out of Winlaw, Kootenay Distilling Company has been a pioneer of craft brewing for over 20 years, so Country Craft Distillery present Valhalla Vodka, Kootenay Country Gin, distilling was the likely next step. Leading the progression are two spirits, Yaletown and other seasonal vodkas crafted with spring water from the Selkirk Vodka and Yaletown Gin. www.ytdistilling.com Mountains and organic heirloom grains grown near the hamlet of Canyon. www.kootenaycountry.ca Legend Distilling - In Naramata, Legend Distilling is based in the Okanagan and creatively produces Doctor’s Orders Gin, Shadow in the Lake Vodka, and other flavoured spirits. www.legenddistilling.com Long Table Distillery - From Vancouver, Long Table Distillery set out to celebrate being social and together, which inspired their name. They bring together organic and natural ingredients, using proprietary West Coast-inspired recipes, and plenty of traditional distilling experience, resulting in a selection of unique gins, vodkas, and seasonal spirits. www.longtabledistillery.com Maple Leaf Spirits - Situated in the South Okanagan, Maple Leaf Spirits uses traditional German distilling methods to transform BC fruit and grapes into artisan spirits. www.mapleleafspirits.ca Merridale Ciderworks - Cobble Hill on Vancouver Island is home to Merridale Ciderworks, where they use 100% undiluted juice from Cowichan Valley apples and other BC fruit to create ciders, spirits, and fortified ciders. www.merridalecider.com

The Publican 15 The Mission Tap House & Grill by Kathy Eccles

At The Mission Tap House & Grill, the soft click of pool balls fades into music and jelly burger, oddly in-demand by all ages. Specialty flatbreads are popular and laughter as you move through different sections in the upscale, Kelowna too, most notably the Okanagan pear, brie and prosciutto with the option of pub. Attracting a mix of neighbourhood locals and visiting skiers, golfers, and a gluten-free shell. With nearby beaches in mind, the pub built a basic kids’ summer beach-goers, the place hops year-round - and for good reason. menu when the liquor laws changed July 1, and saw a rise in sales last summer. Owner-operator Stephen Stinson took over the former 160-seat Pheasant & When it comes to recent trends in cocktails, The Mission Tap House & Grill is old Quail Pub a year and a half ago, expanding the newly rebranded The Mission Tap school. “There are no blenders; everything is shaken or built,” stresses Stephen. House & Grill to 220 seats. “The tap house idea is new in Kelowna,” he explains. “There’s a real retro move to traditional cocktails and premium scotches, “Part of the Mission Tap brand is that we doubled our craft business.” The pub tequilas, and vodkas.” now boasts 20 taps, 75% of which are BC brands, including the Okanagan’s own He describes the modernized The Mission Tap House & Grill as “urban Tree Brewing and Big Surf Beers. contemporary, but simple, warm, and friendly.” Big at 6,000 sq. ft. with intimate “We change the taps all the time,” Stephen describes. “Distribution and logistics sections, fireplaces, high and low wooden tables, chalkboards, and TVs, the pub have improved so we can now access more new and interesting BC brands.” is a popular gathering place for everyone from seniors and young families to Other top choices on tap hail from Seattle, Oregon, Portland, and Quebec. singles, large groups, and sports teams. An evolving pub menu is aligned with Mission Tap’s craft beer concept. The common appeal, according to Stephen, comes down to “creating a Okanagan wines and local ingredients are other menu stars. Known for great comfortable environment where you can go to enjoy time with your family burgers, the pub’s “hero products” include novelty burgers like the peanut butter

16 The Publican Distribution and logistics have improved so we can now access more new and interesting BC brands.

and friends.” Sounds simple, but it’s a winning formula that he has developed over a four-decade long career in the restaurant and bar business. Stephen started out at The Keg Steakhouse & Bar - Ottawa while studying business and sciences at Carleton University. From there, he worked at The Keg’s corporate office in Vancouver, later making a temporary move to New Zealand to open a Keg bar franchise. Stephen is proud of the 38 years he spent with the Canadian chain, pronouncing: “It’s a great brand. I learned a lot that allows me to do what I do now.” Today, Stephen also owns and operates the high-energy The Train Station Pub in a brick and stone historic CNR train station, built in 1927 in Kelowna’s core. With 10 craft beer taps, urban music, and a vibrant menu of shareable dishes, The Train Station Pub often generates weekend line-ups. As for choosing busy Kelowna locations for his pubs and eateries, Stephen cheerfully states, “I’m beating my own drum.” He sat on the Tourism Kelowna board for close to eight years and is a former president of the Downtown Kelowna Business Association. “I love the downtown, which supports my interest in Kelowna as a tourism brand and destination.” After 28 years as a Kelowna booster and well-known city restaurateur, Stephen knows a thing or two about how to draw in local residents and tourism crowds. He’s about to embark on another downtown venture, opening the new Black Bear Bar and Grill on Water Street in a historic Kelowna landmark building. The 6,000 sq. ft., 218-seat Black Bear Bar and Grill will have nine craft beers on tap, an Okanagan wine list, and what Stephen calls a “very approachable, accessible menu. People won’t feel intimidated.” He plans to showcase the heritage nature of the two 1928 buildings he’s leasing a block from Okanagan Lake “bringing out the brick and wood” with plank floors and heavy wood ceiling beams. Former Delta Grand Chef Stuart Klassen has been consulting on a new menu with a focus on seafood. As with all Stephen’s enterprises, he’s aiming for wide appeal. “We want to bring a lot of fun downtown and hope people will embrace it and bring their friends.”

The Publican 17 LCLB Report by Douglas Scott

Outdoor Patios Liquor Primary (LP) / Food Primary (FP) Differences When licensing liquor primary outdoor patios, concerns about health, safety, As we know, the main difference between liquor primary and food primary noise, and community impact are paramount. For this reason, liquor primary establishments is that the primary purpose of the LP is the service of liquor, patio licensing usually requires comment by local government. entertainment, or hospitality, whereas the primary purpose of the FP is the service of food through all hours of their operation. This key difference means Other considerations that LCLB takes into account include whether the licensee there are certain things that an LP can do that an FP cannot and vice versa. can maintain effective management and control of the area, whether there is a perimeter that is suitably defined and bounded to control patron entry and exit, If a restaurant owner wishes to have entertainment such as darts, billiards or whether the plan complies with health and fire regulations, and that whenever foosball, they must apply to have an unlicensed area where these activities can possible the patio is located immediately adjacent or contiguous to the interior take place and where liquor cannot be present. If there is adult entertainment licensed area. Patios may be located on a grassed, earthen or gravelled area or gambling in these areas, there must be controlled, fixed, and sufficient provided they are approved by local health inspection authorities. separation. This is generally not a worry for most LPs. Through the patio licensing process, occupant load is set by the local authority, Unless it has a Family Food Service Term and Condition*, an LP does not require such as a local planning department, fire marshal or authorized architect. The a full menu complete with main course and appetizers, and does not require occupant load for an approved patio is marked as a separate area on the liquor a commercial kitchen. LPs without Family Food Service must simply make licence. Adding a patio can increase the overall number of patrons you may available hot or cold snacks and non-alcoholic beverages, whereas even the host, but it must be remembered that in inclement weather you must never furnishings and lighting requirements for FPs are stricter because they must exceed the occupant load of your inside area(s). be suitable for full dining and table service. In many ways an LP with a Family Food Service has more options than an FP, given that it may still operate as a bar after the hours in which minors are not Changes to Serving It Right permitted. However, there is a trade-off. The licence approval process is more New Serving It Right training requirements come into effect on September involved to gain an LP. For example, in approving an LP licence, government 15, 2015. They are intended to level the playing field and provide consistency must consider the views of local residents and whether or not local government and fairness. With the new rules, all licensees, managers and servers at all supports the application. With a FP licence, local government support is only liquor establishments will be subject to the same Serving It Right training required if the restaurant wants to serve liquor after midnight or to offer certain requirements. This will include government liquor store staff and all wait staff types of entertainment, such as karaoke. at restaurants.

An additional change is that Serving It Right certificates will now have expiration * The Family Food Service Term and Condition allows minors in liquor primary dates. Existing Serving It Right certificates will expire on September 15, 2020 and establishments for the purpose of family dining. Since last June, about 320, or certification must be renewed before that date. This allows more than five years 14%, of all liquor primary establishments have applied for it and have it as a term for current certificate holders to obtain recertification. Effective September 15, and condition. 2015, new Serving It Right certificates will be issued with a five-year expiry date. Expiry dates help licensees ensure public safety through having staff members that are current with liquor policy and liquor service best practices.

Tips for Updating Your Patio by Joyce Hayne

It’s time to start cleaning up your patio to get ready for summertime. Here are five easy steps to enhance your outdoor space this summer. 1. Put a fresh coat of paint or stain on your deck and get new umbrellas. 2. Fresh flowers and plants in fancy pots add colour. Select easy-to-maintain varieties. 3. Patio heaters create atmosphere and maintain a comfortable temperature year-round. 4. Fire tables and fireplaces surrounded by couches provide a great ambiance. Brightly-coloured blankets can liven up your look as well as help keep your customers warm. 5. Scrub your tables and chairs and be sure to wipe them each morning so your patio is always an inviting seating area.

18 The Publican LIQUOR SALES & TRENDS For Total BC Market April 1, 2014- January 3, 2015 Beer

Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 64,758,696 2.7% $265,385,975 1.7% 29.5% LRS 99,380,868 5.5% $402,170,960 3.9% 44.6% Licensee 47,561,073 3.3% $179,715,627 4.5% 19.9% Other 13,197,651 9.8% $53,858,300 6.0%

Product Total 224,898,289 4.4% $901,130,862 3.6% 100.0%

Spirits Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 9,073,901 1.8% $293,898,687 3.3% 47.6% LRS 6,866,612 4.9% $214,323,069 5.7% 34.7% Licensee 2,422,564 3.3% $78,357,326 4.5% 12.7% Other 1,228,393 1.4% $30,540,538 5.0%

Product Total 19,591,470 3.0% $617,119,621 4.4% 100.0%

Wine Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 26,002,046 4.3% $367,156,995 5.6% 44.8% LRS 14,420,037 8.1% $188,281,550 9.7% 23.0% Licensee 6,905,311 4.5% $116,405,091 6.1% 14.2% Other 7,001,244 7.8% $148,385,389 18.0%

Product Total 54,328,638 5.7% $820,229,026 7.5% 100.0%

Refreshment Beverage Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 9,165,271 8.8% $43,689,539 13.9% 30.7% LRS 16,040,195 14.5% $78,006,045 19.1% 54.9% Licensee 2,137,953 7.7% $10,632,935 8.9% 7.5% Other 2,013,430 15.2% $9,804,883 6.9%

Product Total 29,356,848 12.2% $142,133,402 16.6% 100.0%

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

The Publican 19 marketing using mobile apps Building Your Customer Base

by Amy Elderkin

20 The Publican Always geo-tag your location. This will allow With over a quarter of Canadians using a mobile device in 2013 to access the web (mobile phone, potential customers to search photos that have 20%; tablet, 6%), there has never been a better time to reach out to potential customers. Here is been posted from your location. my list of the top 5 apps to help you attract more customers in 2015. Facebook Offers allow you to create specialized your pub or liquor store, highlight menu items, deals, directly from your page. These deals will feature staff, offer recipes and pairing suggestions, Facebook show up in your fans’ timelines. When your fans and more. claim your offer, their friends may also see it as In a Facebook-sponsored To utilize this platform effectively, there are a few a story in their personal news feeds, extending study from IDC, Facebook key things to consider: your post’s reach. The offer can then be claimed users checked the mobile online or at your pub or liquor store. For the most Share beautiful, consistent images site an average of 14 times accurate results, target your ads to your specific • Good lighting and stability are some of the per day in 2013, making it market. Looking to sell more wine? You can target keys to good photography. If your phone isn’t one of the most actively used apps available. your ad to those who list ‘wine’ as an interest. generating quality photos, pick up a DSLR or a Although Facebook’s growth seems to have Facebook’s analytics will give you the flexibility to newer point-and-shoot, then capture and transfer plateaued, it still boasts the largest user base of see what works, experiment, and make changes as those photos to your smartphone for posting. all social networks. you need to. Get started at www.facebook.com/ Good editing is essential Over the past year, Facebook began restricting business/offers. the organic spread of content, meaning that • I recommend two apps: Snapseed for editing, when you make a post on your business page, and VSCO Cam for light edits and filters. Both are Facebook allows only a small fraction of your fans Instagram available for free through your app store. to view the post. In order to reach a larger portion Instagram, one of the fastest Always geo-tag your location of a page’s fans, businesses must now allocate a growing social apps of • This will allow potential customers to search budget towards boosting their posts and use tools 2014, is the perfect tool to photos that have been posted from your location. such as Facebook Offers. showcase happenings at

The Publican 21 78% of people who search locally on their buy your deal or gift certificate directly on your phone end up making a purchase. business page via the Yelp website or mobile app. Visit www.yelp.ca for more details.

Tag relevant people or businesses their user experience. The people at Foursquare • Tagging the people and brands represented in noticed a sharp decline in the number of “check- Google Maps a photo (alcohol brands, sales reps, etc.) will help ins” over the past couple of years. Users were Google Maps may seem generate more exposure for your business. finding more value in socializing with friends or discovering new or nearby businesses, than they obvious, but few businesses Add hashtags and increase your reach were documenting their stops along the way. are keeping their profiles • Hashtags are the primary way people find In 2014, Foursquare decided to create Swarm, a up-to-date and optimized, content on Instagram, so choosing the optimum separate app just for check-ins, and keeping up and may be missing out on hashtags can make a huge difference. #Vancouver, with friends, while reinventing the Foursquare sales opportunities as a result. In addition to #Gin, #Wine, etc. Also consider popular global app as purely a discovery platform. your general location, hours, and phone number, hashtags like #Food, #Picoftheday, #instafood. Google Maps now allows users to upload photos Foursquare for business allows you to reach out and associate them with your business. As a Engage with your customers to people nearby who are searching for what pub or liquor store, you can beef up your web you offer, or people who have visited similar • Make it a habit to reply to anyone who presence by uploading your Instagram pictures businesses, but not yours. It lets businesses set up comments on your photos or takes a photo from to the platform as well. You can inspire potential ads that are targeted to the right people, and you your location. customers with menu items, recipes, community don’t pay anything unless a user clicks on your ad. More information can be found at instagram.com. events, staff, tasting notes, and exclusive products. Learn more at www.foursquare.com. Making it easy for customers to access information

about you means they’re more likely to choose you over a competitor in the area. Yelp Visit maps.google.ca more for information. Yelp, best known as a review Technology and marketing are constantly platform for businesses, is evolving. While I’ve outlined some key platforms, also useful as a “discovery new apps with a mobile marketing component engine”. The mobile app are constantly hitting the market. It’s important allows customers to search Foursquare/Swarm not to be married to any one platform or solution. what’s nearby and write reviews on the spot. Foursquare’s app is still a key player in mobile Stay up-to-date with the latest trends and don’t A great way to harness the power of mobile for business. 78% of people who search locally be afraid to try new things. Marketing is supposed searches is to set up a ”Yelp Deal”. on their phone end up making a purchase, so to be fun, after all! it’s important to utilize geo-location based tools Yelp Deals are prepaid vouchers that offer like Foursquare to your advantage. Although consumers a discount or deal at your business. It’s Foursquare is not a new app, the geo location- an easy way to give consumers who are already Amy Elderkin is Co-Founder and Managing Director of Popcorn. Her focused network has worked hard over the searching for a business like yours an incentive to passion for building community and creative approaches help her clients past year to make significant improvements to choose you over your competition. Yelp users can find success. www.gopopcorn.ca

22 The Publican What's New? by Debbie Minke

Spirits Wine TATRATEA is a tea-based herbal liqueur created in the High Tatra Mountains of Slovakia with 27 Boushelong Sparkling Moscato is a bubbly, sweet Spumante. It offers an intense and aromatic premium teas, herbs, and spices. The secret recipe nose followed by sweet flavours of peach and orange blossom on the palate. It has fine and and complex crafting process result in a product velvety perlage. $12.87 750ml +466516 that’s delicious and versatile. TATRATEA Original Teddy Hall Chenin Blanc 2012 is a clean and zesty wine with great balance and lively tropical is 52% alc/vol, enriched by extracts from black fruit aromas and flavours. Enjoy a refreshing finish with lingering hints of spice and honey. $14.99 tea, herbs, and raspberries. All 750ml and Spec: 750ml +260133 Spec $44.95 +540641 Also available: Citrus 32% $39.95 +413898, and Peach 42% $42.95 +642678 Santa Ema Select Terroir Sauvignon Blanc 2013 offers intense aromas of fresh citrus and tropical fruits accompanied by notes of apples and pears. It’s a fresh, young wine with good is award-winning Gran Cava De Oro Tequila balance and pleasing acidity. $12.99 750ml +681296 Spec Cabernet Sauvignon 2012 also ultra-premium 100% agave tequila from Jalisco, available $12.99 +546606 Mexico. The tequila is aged in toasted French white oak barrels, resulting in unique notes Cherry Tart Chardonnay 2013 hails from California. Abundant floral and white fruit aromas of multi-fruit, herbal, and toasted oak with an jump from the glass; lychee nut, honeysuckle, and peach marmalade. It’s rich and textured, with exquisitely smooth, long finish. All 750ml and loads of caramelized pear, pineapple and exotic marmalade notes. $29.99 750ml +524629 Spec Spec: Extra Anejo $199.99 +615088, Anejo $109.99 +570192, Reposado $99.99 +794156, Buhonarda Rosé Dulce Natural 2013 is a delightful new rosé from this Canadian-owned Plata/Silver $89.99 +573048 Chayee Bourras winery in Mendoza, Argentina. Raspberries, strawberries, cherries, and rosehip are predominant on the nose. Enjoy lively, fresh red fruit on the palate with bright floral notes. Woodford Reserve Double Oaked is twice- $28.85 750ml +669051 Spec barreled bourbon whiskey with a rich and colourful flavour. Uniquely matured in separate, Falernia Reserva Pinot Noir 2011 offers sweet black raspberry and cherry aromas on the nose, charred oak barrels, which extract additional offset by rhubarb, dried violets, white pepper, and mixed spices. A silky palate provides high amounts of soft, sweet oak character. $69.99 toned and expressive berries, carob, and toasted spice. $18.99 750ml +345058 Spec 750ml +72355 Borgaio Toscana Rosso IGT 2011 is a ruby red varietal, with notes of red berry fruits and hints Ungava Canadian Premium Gin is handcrafted of violet. It’s pleasantly fresh and round with soft tannins, offering good persistence on the finish. and distilled in small batches. Ungava Bay, in the $19.99 750ml +501254 Spec Quebec Arctic, is home to the rare botanicals used: Nordic juniper, Arctic Blend, Cloudberry, Barossa Valley Estate Grenache Shiraz Mourvèdre 2012 is an Australian classic. A fragrant Wild Rose Hip, Labrador Tea, and Crowberry. violet nose opens, followed by a burst of red berry fruits on the palate. The wine lingers softly on $39.95 750ml +96214 a velvety texture. $23.99 750ml +520205 Spec

TINCUP Whiskey is a high rye bourbon, made OVZ Old Vine Zinfandel is a robust wine from California’s Lodi signature 50-100 year-old vines. from a blend of corn, rye, and malt cut with pure It’s jammy with raspberry, milk chocolate and mocha flavours. Savour soft tannins and a supple Rocky Mountain water. Enjoy powerful rye and mouthfeel. $19.99 750ml +7406065 Spec spice flavours followed by warm vanilla, cayenne, William Cole Winemaker’s Special Reserve 2012 is a concentrated Chilean red presenting ginger, citrus and cinnamon. $45.95 750ml elegant aromas of walnut, spices, and red pepper. On the palate, sweet tannins are perfectly +852871 integrated with strawberries, tobacco and blackberries. $21.99 750ml +41079 Spec

“Tate” Alexander’s Vineyard Cabernet Sauvignon 2012 from Franklin Tate Estate in Australia is a premium wine from the Margaret River region. Ripe cassis and plum flavours are complemented with subtle spice and typical bay leaf tones leading to a long, full finish. $24.99 Beer 750ml +601674 Spec

CREW Republic Drunken Sailor IPA is Masseria Surani Heracles 2012 is an intense ruby red colour. On the nose enjoy dark fruit, unfiltered and full favoured, brewed with spices and licorice. It’s well balanced with good structure, nice length, and dark fruit flavours. German and US hops as well as crystal malt. The $21.99 750ml +066282 Spec solid bitterness balances the malty sweetness of the special malts. $2.99 330ml +883884 Spec Bousquet “Cameleon” Organic Malbec 2014 presents intense aromas of blackberry with notes of red currant, plum, and black currant. Soft and elegant tannins mingle with rich plum flavours, and it presents a toasty finish. $14.99 750ml +479220 Spec

The Publican 23 Appealing to Millennials by Louise Hudson & Joyce Hayne | photos courtesy of Hotel Squamish

24 The Publican A click of a mouse, the scroll of a finger, the press of a button - this is how Millennials have grown up and how they now conduct business, reservations, purchasing, communication, and social transactions. Increasingly, marketers are turning their attention away from Baby Boomers and towards gratifying the instantaneous needs of the “Now Generation”.

The Millennial Market There are currently around 79 million Millennials in North America - that’s three million more than Baby Boomers, who are predicted to dwindle to just 58 million by 2030. Otherwise known as Generation Y, they were born between 1980 and 1999 - children of the Digital Age. While the younger Millennials are …they are subject to the FOMO usually still financially dependent on parents, older Millennials are at peak purchasing power. So what (Fear of Missing Out) phenomenon. are the keys to attracting, satisfying, and retaining this demanding demographic? Increasingly, websites need to be cellphone- techno gizmos and contemporary facilities that

friendly. “It was a major requirement for us that our attract this demographic. Next challenge: how to Attracting Millennials website be cross-platform compatible for iPad and cater to all these needs within the pub and liquor Social media, online reviewing, and apps are for different mobile phones,” Scott explains. store environment? mainstays of Millennial choice-making. Scotties Liquor Store has responded to this trend via Research into Millennials Satisfying Millennials multiple social media channels including Facebook, Twitter, and LinkedIn. “The person who does our Despite their reliance on online communication, “The main thing now is really fast Wi-Fi,” shares Twitter and posting, Briana Ainsley, is under 25, a Millennials are actually more sociable offline than McQuade. “We just upgraded again throughout the Millennial herself,” says President Scott McQuade. previous generations. With such constant access whole property. We thought we had done enough “She looks at all the social media channels.” to images of social activity, they are subject to the back in 2012, but that wasn’t fast enough by today’s Research has shown that speed is vital to digital- FOMO (Fear of Missing Out) phenomenon. Around standards.” The Ruddy Duck Bar & Grill in the Hotel dependent Millennials, and Ainsley is empowered 58% prefer to travel with friends: that’s 20% more Squamish offers free high-speed Wi-Fi and free to interact on all of the store’s social media outlets, than other demographic groups. So, it is not just chargers for Androids and iPhones. responding to reviews in real time.

The Publican 25 Providing unique food and drink options, especially regional fare that they can’t get anywhere else, will entice Millennials to try out your pub and encourage repeat business.

“We're constantly doing promotion through our Facebook account for Scotties. We do tastings home; second, work; and third, a social place often and also have arranged larger events - even where people feel comfortable to visit, hang so far as arranging a tour to Napa Valley,” explains out, socialize, read, and work. Since the 1980s, McQuade. the third place has shifted from pubs and bars to comfortable, coffee-oriented environments Millennials need sociable, tech-friendly gathering - Starbucks and its competitors - where many spots. The term “third place” was coined by Millennials were weaned. The challenge for Howard Schultz, Starbucks’ guru. It refers to the pubs and bars is to re-introduce Millennials to most important places in people’s lives - first, the practice of hanging out in pubs instead of coffee shops.

Millennial Easing the Millennial Eco-Conscience Environmental sustainability is an important issue Must-Haves for Millennials, who have grown up with recycling and the notion of reducing environmental • Free Wi-Fi footprints. As part of a commitment to • Social atmosphere environmental responsibility, cleaning products • High tech, cellphone-friendly websites at the Hotel Squamish are all made with 100% • Apps natural ingredients. “The under-40 crowd really • Real-time reporting and responding does like our all-natural policy, with no chemicals • Peer reviews at all,” McQuade explains. “And for the past two • Third space for socializing years or so we have been making our own laundry (on and off line) and for business • Cool factor - unique, emotional soap.” Housekeeping staff is happy to share recipes component for laundry soap, fabric softener, air freshener, and • Social responsibility cleaning solutions.

26 The Publican Providing Choice & Service Millennials & Foodservice Millennials like to see a large variety of drink options available to them and a good selection • Millennials represent 29% of all foodservice traffic in Canada. of craft beer in both the pubs they frequent and • 18-24 year olds had the highest average visits to total foodservice outlets – the liquor stores they shop in. Ensure the beer an average of 281 visits in the year ending August 2014. is always fresh - outdated products should not • Women aged 18-24 grew their foodservice visits by +6% in the year ending be sold. August 2014. • Men aged 25-34 grew their foodservice visits by +6% in the year ending Providing unique food and drink options, August 2014. especially regional fare that they can’t get • A Canadian population forecast for the year 2021 predicts that “Front End” anywhere else, will entice Millennials to try out Millennials will grow by 9% and “Back End” Millennials will grow by 7% your pub and encourage repeat business. Varying (2021 vs. 2013). the selection in your LRS will also encourage • Millennials spend $5.34 more on special occasions or holidays than any other| them to check out the latest craft beer and cider type of foodservice occasions. selection. Change your menu items on a regular • Compared to rest of the population, Millennials are less satisfied with following basis as well. Well-priced food and beverage aspects of their foodservice visits - specials - like Marguerita Mondays or Wing Wednesdays - will entice groups of friends to meet % of Millennials traffic % of rest of population up at their local pub. that rated this aspect traffic that rated this aspect Excellent or Very Good Excellent or Very Good Sociable Millenials like to be treated as friends, Pleasant, Friendly Service 61% 65% so personal touches such as staff introducing Fast, Efficient Service 60% 63% themselves are important to engage them. They Quality of Food 59% 62% also enjoy staff sharing their experiences with Convenience of Location 65% 68% the products and providing advice, so ensure your employees have strong product knowledge Opportunity exists to attract Millennials by focusing on these areas. and that your LRS has staff on the floor to interact Source: The NPD Group, Inc. with customers.

The Publican 27 BC Hospitality Foundation by Renee Blackstone

The BC Hospitality Foundation happily celebrated the busiest quarter in its order to make it a success,” says Carras in a call to arms for the entire hospitality history for the number of applications and approvals for financial assistance. industry - workers as well as their employers. More than $85,000 was handed over to 26 people working in the hospitality Third party events were very successful this past year. A number of Okanagan industry in 2014, all of them facing financial crises arising from a serious health wineries, including Painted Rock and Perseus, donated a portion of their tasting condition or injury. room fees to the Foundation to support future beneficiaries. Additionally, The most recent beneficiaries from the licensed establishment sector include several restaurants and lounges created feature cocktails that directly benefited Paul Legrange from the Okanagan, Paul Lysak from Kelowna, Dane Szohner from the Foundation. Vancouver, and Tanelle Bolt from Langford. The Foundation also handed out Marquis Wine Cellars in Vancouver held a rare dessert-wine tasting with artisanal 18 scholarships totalling $25,000 to a new generation of hospitality, culinary, chocolates and pastries made specifically to complement each wine, with a and sommelier leaders. portion of the admission fees given to the BCHF. “What an incredible year it’s been! We couldn’t have done it without the Okanagan Crush Pad just released “Samantha”, the latest wine from Okanagan support we’ve received from the hospitality industry across BC, our sponsors, Wine Campus and 2013 Sommelier of the Year, Samantha Rahn. This unique and our partners,” says BCHF Board Chair Richard Carras, pointing to increasing mentorship program provides the chosen sommelier with a chance to make awareness of BCHF work through media coverage of Foundation events and a small-lot wine using the grape variety and style of wine they prefer. The work as well as growing support for such signature events as the BCHF annual proceeds from the sale of the wine go to the BCHF wine scholarship fund to golf tournaments in Vancouver and Victoria, Dish ‘n Dazzle, and Skills ‘n Spills. support students pursuing their higher level wine education certification. In fact, for the first time since its inception several years ago, Dish ‘n Dazzle sold Consider adding this wine to your wine list or store shelf and help support the out all tickets before the event took place. This year’s event is scheduled for May BCHF as well as great local wine. 7 and will feature the wines of Argentina. Tickets are available now, so if you don’t want to miss out, book now at www.dishndazzle.com. The Foundation anticipates another record year of beneficiary support and that For more information about the BCHF and its work, please visit www.bchospitalityfoundation.com presents its own challenges. “We’ll need the entire community to get involved in

28 The Publican ABLE Benefits

New Member Benefits We can use our group-buying power to negotiate Have a question about liquor policy? Interested in the best deal for you and our members. meeting with your MLA? Contact our office and ABLE BC strives to provide our members with the let us do the leg work for you. best resources and tools required to operate and For more information and to access these exclusive grow a successful business. This includes offering benefit programs, please contact Danielle Leroux New in 2015, ABLE BC will also host seminars exclusive services and preferred pricing for our at 604-688-5560 or [email protected]. Stay tuned that address current issues facing our members’ members. for more details on other new benefit programs businesses. Visit our website www.ablebc.ca in 2015. for more details on upcoming events and stay Our current member benefit programs include: connected with us on Twitter and Facebook Western Financial Group Hospitality Insurance, (@ABLEBC). Johnstone’s Employee Benefits, BDL’s Unlimited Helping You Manage Changes in Our Beer Bottle Return Program, Staples Advantage Industry Office Supplies, and more. Join ABLE BC Today In the past few months, the ABLE BC team has On April 1st, multiple changes will hit the liquor By working together, we can help sustain a been working hard to improve and enhance our industry, like liquor in grocery stores, refrigeration business environment that protects our members’ member benefits, ensuring they are catering to our and extended hours in government liquor stores, investments and creates opportunities to grow members’ needs. We are pleased to announce new a new common wholesale price model, and the and thrive. The larger our membership base, the partnerships with STING Investigations Compliance removal of the 5 km rule. stronger our voice. Program (10% discount), AllWorld Packaging (5% The team at ABLE BC is here to help you manage discount), Time Access Systems (10% discount), these changes. In addition to our exclusive member ABLE BC offers two types of memberships: Liquor Rising Tide Consultants (10% discount), and discounts, we hold regional member meetings and Licensee Members and Associate Members Nespresso Coffee & Espresso Machines (exclusive networking events; offer due diligence, signage, (Industry Suppliers). To join ABLE BC today, discounted package). and other business resources on our website; please contact Danielle Leroux at 604-688-5560 or [email protected]. Have an idea for a benefit program? Let us know! provide industry expertise specific to your business; and send biweekly Industry Updates.

Names in the News by Debbie Minke

Whistler's Samantha Rahn, wine director at Araxi winemasters’ dinners, sparkling brunch, and even a The first annual Sunshine Coast Craft Beer Festival Restaurant and Sommelier of the Year 2013, moonlight snowshoe and mulled wine tour. launched on January 31 in Gibsons. Bringing released Samantha Syrah ($24.90), a wine she Prince George’s first annual craft beer tasting together ten craft breweries, one distillery and made at Okanagan Crush Pad winery through their one cidery in a tasting-style event, participants festival, Kiwanis AleFest, took place on January 31. Okanagan Wine Campus program, with proceeds circulated with friends through the tasting room Run by volunteers, the festival featured a number to the BC Hospitality Foundation. These funds are floor, enjoying music and samples. The festival of BC and the Yukon's finest breweries, along with put towards scholarships for students enrolled in raised funds for the Sunshine Coast Association for the offerings of community restaurants. The event recognized, accredited wine programs in BC. To Community Living. was hosted by Kiwanis Prince George as a winter date, $15,000 has been awarded to 16 individuals. social and community fundraiser. If you have any recent noteworthy accomplishments BC Wine Authority has approved the first sub- or contributions, please email the details to [email protected] appellation in the province. Known as the Golden Mile Bench, located on the western slope of the

Okanagan Valley south of Oliver, this marks the Advertisers first sub-Designated Viticultural Area (or sub- ABLE BC IBC Homelife Benchmark 8 RBC Royal Bank of Canada 14 geographical indication) of the Okanagan Valley BC Hospitality Foundation 30 Johnstone's Benefits 27 Red Truck Beer Company 11, 25 DVA. Best Buy Canada 7 Kirkwood Diamond Canada 11, BC Spendit.com Systems 14 BHS Beverage Handling Systems 9 Lions Port Products 10 Sting 15 Events BWI Business World 13 Matthews Campbell 30 Sysco Vanc/Vic/Kelowna 5 CONNECT IBC McClelland Premium Imports 21 Tatra Spirits 11 The 17th annual Sun Peaks Winter Okanagan Wine ContainerWorld 26 MJB Law 22 Time Access Systems Inc 8 Festival welcomed many enthusiastic participants David Herman & Son 11 Northwest Stoves 27 Wine Cellar Depot 4 January 16-25. Dubbed one of the best winter Energy Wise 24 Ole Smoky Moonshine IFC parties in Canada by MSN.ca, the festival offered 20 Halo Metrics 28 Prudential Sterling 20 memorable events, including progressive tastings,

The Publican 29 Wine Report by Tim Ellison

Syrah/Shiraz - The Evolving Classic

In the New World we call it Shiraz. Everyone knows Cabernet Sauvignon down under, Syrah continues It is really Australia that is holding the torch for and loves this crowd-pleasing red. Whether it’s to make wines more appealing. Shiraz in the New World. Australia produces Shiraz- with burgers from the BBQ, an accompaniment to based wines in all styles, quality level, and price. Syrah’s popularity has resulted in aggressive a romantic candlelit dinner, a glass of wine after First introduced in 1832, the vines prospered and plantings around the world. Hectares in France have work, or enjoyed while you’re entertaining - Shiraz have grown into today’s almost 44,000 ha. The exploded from 1600 ha in 1958 to over 68,000 ha makes a round, full bodied, juicy, rich red that does most serious and concentrated wines are coming today. Spain is another important producer with the trick. Instantly identifiable, with gobs of black from South Australia’s Barossa Valley. This is the over 16,000 ha of Syrah (plantings increasing five fruit, gentle tannins, and often high alcohol, these home of some of Australia’s oldest vines, topping times in the four years from 2004 to 2008), mostly wines can form the backbone of any red wine a century or more. These gnarled and ancient concentrated in the central region of La Mancha offering. There are almost 300 general listings for plants produce wines of depth, concentration, and and to the northeast in Catalonia. Spain can be a Shiraz-based wines at the BCLDB - a testament to longevity. Penfolds Grange (perhaps Australia’s source of single varietal or blended wines offered its wide appeal. most iconic Shiraz) is a result of this region’s hot and at tremendous value. In Europe, it is more often referred to as Syrah. dry conditions. The wines are rich, spicy, oozing with Another source of predictable, value-driven Originating in the French Rhône-Alpes region, tar and chocolate, and have long lives. McLaren Vale Syrah is Chile and Argentina. In Chile, the bulk of and first mentioned in the 1700s, this suspected (to the south and experiencing a breezier climate) the plantings are in Colchagua and Cachapoal, descendant of Pinot noir shows the same black produces wines with a leaner, less opulent style. making classics such as Lapostolle, Santa Rita, and fruit, spice, and meaty character of its New World To the north, from Clare Valley, wines of fine texture Montes. Some feel these wines are being eclipsed counterpart, but it can often be framed in a leaner and tannins are known for their elegance. Padthaway in excitement and quality by the more northerly, and more elegant style. The declining practice and Coonawarra in the Limestone Coast make wines cooler regions of San Antonio, Limari, and Elqui. of co-fermenting small percentages of Viognier higher in acid and with often firmer tannins that are These are certainly emerging areas worth keeping grapes (Syrah’s possible sibling) with Syrah- unique, due to climate and iron oxide based soils that an eye on. Argentina has more hectares of the produced wines created floral and spice nuances can lend a lifted herbaceous character. grape planted than Chile, with the bulk located and a brighter style. The co-ferment also helped in Mendoza. One of the most exciting regions emerging from fix tannins, so these wines benefited from serious the Australian scene is Heathcote. Be on the lookout cellar age. South Africa makes a ripe, heavily-oaked New World for elegant, spicy, lower alcohol examples from this style Shiraz. New Zealand is generally too cool, It’s important to remember, however, Syrah up-and-coming area. To the west, in Margaret River although there are a few quality examples being frequently doesn’t stand alone. Its rich tannic you can find elegant, Rhône-style Shiraz. produced there. character, generous fruit, and deep colour make it With the strong popularity of these wines, you an ideal blending partner. Paired up with just about Italy is an unenthusiastic grower and there are small should be carrying a good selection of Syrah/Shiraz- every grape under the sun, it adds depth, structure, smatterings in Eastern Europe. Even the famous based wine. There are many styles at a wide range complexity, and longevity to wines. Be it playing Californian “Rhone Rangers” are responsible for a of prices and formats that will contribute positively a supporting role to Grenache and Mouvèdre in paltry 7,800 ha (compared to the state’s 31,000 ha to your bottom line. Châteauneuf-du-Pape or its combination with of Cabernet Sauvignon!)

30 The Publican

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