FEBRUARY 2021 Maryland l Washington, DC 08 18 28 34 26 FEATURES DEPARTMENTS 14 34 WHISKEY: WHAT'S NEW PROPRIETOR PROFILE: 18 02 Party Time Liquors ... HOW BARS ARE PUB PAGE 24 An American Success Story SURVIVING THE A Look Back, BRAND PROFILE to Find a Way Forward ... PANDEMIC Barefoot Stays Sweet Bar owners from across the with Fruitscato country share strategies for 04 staying in business. NEW PRODUCTS 26 & PROMOTIONS REGION FOCUS 28 LIGHT WHISKEY’S 08 Opportunity Knocks for Alentejo COMEBACK? BEER, Distillers rediscover this INDUSTRY TRENDS 28 high-proof, light-colored— Breweries were forced to CATEGORY FOCUS and long forgotten— adapt in 2020. Which pivots category as a blank canvas are poised to become Light Whiskey's Comeback? ON THE COVER: of opportunity. permanent fixtures on the Photograph by brewing landscape? Maxim Fesenko / iStock VOLUME83NUMBER02 February 2021 BEVERAGE JOURNAL 1 PUB Maryland l Washington, DC PAGE Published Monthly by The Beverage Journal, Inc. (USPS# PE 783300) A LOOK BACK, Over 80 Years of Continuous Publication TO MOVE FORWARD… We now know that three things are BEVERAGE JOURNAL, INC. For so many, 2020 was a year of fear and certain: the pandemic tested the limits of President / Publisher Stephen Patten uncertainty as the coronavirus ravaged the operator creativity and knowhow, acceler-
[email protected] country and put the on-premise side of the ated tech adoption and emerging trends, and 410.796.5455 industry through its worst year in history. The confirmed that customers sorely miss their Board of Directors Lee W. Murray economy came to a halt as millions of Ameri- restaurant experiences.