Nightclub & Bar - July 2009

GREENINGYOURBAR

Can Stocking Organic
Options and Touting Green
Practices Please Patrons
and Profits?

By Jenny Adams

Although “economic” and “stimu- lus plan” may have replaced “green” and “organic” as the latest buzzwords in the news, the environmental movement has taken root as a bona fide life philosophy for millions of Americans, with more joining the movement each day, despite tough economic times. And Americans are showing their green commitment with their greenbacks: Sales of organic products, both food and non-food, reached $24.6 billion in the U.S. by the end of 2008, rising 17. 1 percent over 2007 sales, according to a May report by the Organic Trade Association. To reach out to these environmentally friendly patrons, bar and beverage professionals from all segments are increasingly introducing all-natural, green and/or organic spirits in their beverage programs. The key to successfully “greening” a program, however, is to do your homework and stay focused on creating value while controlling costs.

The Green Bar Movement Sweeps Hotels Going green has a number of benefits, both for bar owners and guests. Bar owners profit from smaller carbon footprints, and guests appreciate the offering of

Cucumber Spa Cocktail, Mandarin Oriental, Miami

organic options and the listing of health benefits of ingredients on beverage menus.

“For the Westin [hotel] brand, superfoods are a real differentiator,” explains Michael O’Donohue, corporate director of food and beverage of North America for Starwood Hotels & Resorts Worldwide.

“We are incorporating superfoods into our breakfast offerings, and as we are looking at beverage direction for this brand, a superfood-inspired beverage line is possibly in the works. VeeV Açai Spirit is one that we put on the menu for spring and summer. We think it’s a great product, and it’s green. People who are fond of vodka but open to new things tend to love it.”

Hotel venues often see a demographic interested in organic and green spirits for two reasons. First, people on vacation are looking for new experiences, and this translates into a willingness to try new spirits in cocktails. Second, high-end hotel guests have a higher level of disposable income, meaning they are willing to lay down a dollar or two more per cocktail.

“With hotels, we want to make everyone happy,” adds Laura Vocino. Currently the director of food and beverage at The Roosevelt New Orleans, opening this summer, Vocino’s history also includes positions with The Drake Hotel in Chicago and other Hilton Hotels Corp. properties.

“At The Roosevelt, we are thinking of adding a few cocktails instead of doing a whole spring green menu,” she says. “You have to mix it up, and it’s tough for a hotel to do something all green unless

Pineapple Kiwi Mojito, Mandarin Oriental Miami

you are a smaller boutique chain that has that focus.”

While Vocino hasn’t nailed down the specifics of the hotel’s organic drink offerings yet, she plans to highlight the green and organic spirits on the menu with an asterisk and a bit of information, as well as change the list of beverages seasonally.

Creating Value When Going Green

“With our locations in California, it’s more natural for people to look for organics,” explains Jason Miranda, regional director of operations and director of wine and spirits for the Woodland Hills, Calif.-based chain of seven Mastro’s Restaurants. “Our Arizona locations seem to lag a bit behind. We took the lead with our wines, stocking two organics, and when we had a good response, we carried it over by creating an Organic Martini.”

The Mastro’s venues are upscale and cater to a wealthy clientele. The drink menu offers a $17 Martini made with Blue Ice organic wheat vodka, organic olives and organic olive juice. After the Martini is poured, guests can take the shaker to their seats to top off their drink throughout the night.

“The value is there because basically they get two Martinis. On a good Friday, we go through about 15 an evening,” Miranda says. “From what we have seen, if they like the initial organic experience, they will stick with it.”