HotelsMag May 2012 | Page 51

F & B : BAR BUSINESS
COCKTAILS :

CREATIVE OR CLASSIC ?

The Eno Wine Bar at InterContinental Chicago generates approximately US $ 1,100 per square foot in revenue each year .
Molecular gastronomy has garnered a fair amount of attention in the culinary world , so it ’ s not surprising that molecular mixology has emerged as a trend as well .
The Westcliff Hotel in Johannesburg debuted a molecular mixology menu about a year ago with offerings such as the Citric Flower Martini ( US $ 11 ), with basil , mint , elderflower , citrus vodka and apple juice topped with “ caviar ” crafted using the essence of blueberries and grapes with vanilla vodka encapsulated in a molecular skin . “ We wanted to be able to offer something different and unique that had a ‘ wow ’ effect ,” says F & B Director Michael-Anthony Hepburn .
“ It can be pushed too far ,” says Shelia Turner , vice president of operations for San Francisco-based restaurant consultancy Puccini Group ,
The Citric Flower Martini at The Westcliff showcases “ caviar ” crafted using the essence of blueberries and grapes with vanilla vodka encapsulated in a molecular skin .
of the move toward molecular mixology . “ When done right it can drive revenue . The thing to always ask is whether the idea is authentic , approachable and on concept .”
Lonnie Giacometti ,
director of outlets at Sofitel Chicago Water Tower , agrees that while interesting cocktails are important , it is critical to avoid becoming too trendy . Giacometti notes that his most popular cocktail is a Grapefruit Rickey ( US $ 13 ). “ The sweetness of St . Germaine mixed with fresh citrus is a pleasant mix for the palette ,” he explains .
Similarly , Caesars Palace in Las Vegas is focusing on classic cocktails in its Galleria Bar , which recently debuted a new menu . Director of Beverage Jean-Pierre St . Claire says bestsellers include the mint julep , sidecar and old-fashioned . “ They ’ re classics for a reason ,” he adds . “ They ’ ve been around for 70 or 80 years , and they ’ re still at the forefront . These are things every bartender should know how to make and make properly .”
bar business revenue for many — if not most — hotels . To that end , Strategic Hotels & Resorts , Chicago , created the Eno Wine Bar concept , which aims to demystify wine , along with cheese and chocolate pairings . The bars even host “ Enoversity ” events , notes Strategic Chief Operating Officer Richard Moreau , where guests can learn about subjects taught by vintners , cheese makers or chocolate makers . “ The Eno concept is designed to entertain as much as sell wine ,” Moreau adds . Yet selling wine is a critical benefit , of course . Moreau says the most successful Eno , located in the InterContinental Chicago , generates approximately US $ 1,100 per square foot in revenue each year , and 60 % of its customers are from the local area . “ This creates a great environment to meet people and not be stressed by the intensity of some of the local pubs , but is still a bit more lively than a hotel cocktail lounge ,” Moreau notes .
Sometimes wine ’ s contribution to a hotel ’ s bar business takes on increased importance because of the target clientele . Take the Regent Taipei , where F & B Executive Director Simon Wu confirms most customers are businesspeople age 30 and older and looking for the best wines — regardless of price . “ Most people who come to a 5-star hotel to taste wine care more about the quality of the drink than the price ,” Wu says . “ We are always seeking wines that aren ’ t easily found at other places .”
Value for the money can be helpful , however . Wu points to a wine buffet promotion at Regent Taipei that offered guests a chance to taste
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