energy-infused cocktails are in vogue.
Boston Pizza Restaurants, a chain with
53 locations in the U.S., is a full-service
pizza eatery that offers casual dining and
a sports bar atmosphere. The food menu
is available until 2 a.m. and attracts a late-night crowd to whom energy drinks are
hot sellers, according to Jack Civa, vice
president of marketing.
“Most of our energy drink sales are combined with alcohol, and our most popular
mixes tend to be vodka for mixed drinks
or Jägermeister for shots and bombs.
We also offer a Red Bull Margarita (silver
tequila, Cointreau, Red Bull, Margarita mix
and citrus wedges) that is a bit more unique
than the average energy drink. We develop
these types of drinks based on trends and
trial. We believe that these unique items
position us as innovative,” asserts Civa.
And bartenders on the high seas are
reaching for energized ingredients as well.
Cruise line Royal Caribbean International
serves two tropical-inflected concoctions
involving Red Bull: the virgin Pineapple
Blast (Red Bull and pineapple juice) and
the Coconut Blast (Red Bull, coconut rum,
apple schnapps and pineapple juice). Bob
Midyette, director of fleet beverage operations, comments on the Pineapple Blast:
“We wanted to have a pick-me-up option
available for our adult guests who may not
want alcohol, as well as to have something
that would appeal to the younger crowd.
It is very popular since it works with our
demographic and environment.”
gaining in popularity. Chicago nightclub and
lounge The Leg Room serves Roaring Lion
from the gun. VIP Hostess Nicole Tharp
says: “When guests order bottle service,
the majority of the time, they request an
energy drink to go with it. We bring them
Roaring Lion, served in a carafe.”
Monster is the energy drink available at
30 locations from Baltimore, Md.-based
Entertainment Concepts Investors (ECI),
which operates restaurants, lounges and
clubs throughout the United States such
as Angels Rock Bar (Houston, Texas;
Louisville, Ky.; and Baltimore) and Mosaic
Lounge (locations in Houston; Kansas
City, Mo.; and Baltimore). Vice president
Jake Miller says, “Most of our Monster
inventory is used in bottle service, where
we send out six 8.3-ounce cans with each
bottle purchased.”
Monster recently launched its Nitrous
Monster Energy line and X-Presso Monster,
nitrous oxide-injected energy drinks that involve smoother textures and sweeter flavor
profiles, according to the marketer. With
on-premise accounts in mind, 32-ounce
cans of the original Monster Energy with
a pour spout were recently added to the
Monster line-up.
When selecting an energy brand to
carry, Eddie Vidal, general manager of Fort
Lauderdale, Fla.’s America’s Backyard,
found the Monster brand mixed well with a
range of spirits, and the availability of a 32-
ounce package also was a benefit. “It is a
statement when you see this massive can
pouring into your cocktail,” he says. “Easily
seen from across the way, it always sparks
up a conversation. It also looks incredible
next to your bottle when indulging yourself
in our bottle service area.”
(Above, from left): The Pineapple Blast and Coconut Blast from Royal Caribbean International; the Red Bull
Margarita on the menu at Boston Pizza Restaurants. (Opposite page): Bottle service at Wish Ultra Lounge
offers Red Bull; energy-infused Blue Lotus Vodka is an alternative to energy drinks in cocktails.
Behind the bar at America’s Backyard,
bartenders create several cocktails involving the Monster Energy brand, such as
the Petite Monster, which combines any
Bacardi flavored rum with the low-carb version of Monster.
“The energy drink market has changed
the cocktail landscape,” ECI’s Miller
explains. “It seems like more than half of
the new trendy drinks involve an energy
mixer. Our bartenders love the Monster
brand. We switched from Red Bull to
Monster and our numbers for energy drink
sales are up nearly 25 percent per capita.”
He also reveals that bombs are the biggest
trend in energy drinks — “Cherry bombs
have overtaken Jäger bombs in most
markets” — but notes that one of the most
popular revved-up libations at Entertainment Concepts venues is a cocktail called
the Tic Tac (equal parts Bacardi O, orange
juice and a splash of Monster, served in a
highball glass).
Brand Statements
But Red Bull isn’t the only energy beverage
brand causing a buzz on-premise. Rockstar,
Monster and Roaring Lion are among those
Spirited Spirits
For consumers who aren’t into fizzy
energy-drink cocktails, alternatives exist in
the form of vodkas infused with caffeine,
taurine, guarana and other energy-boost-ing or functional ingredients. While p.i.n.k.
isn’t touted as an energy vodka, the spirit
contains guarana and taurine and is one of
the hottest premium vodka brands on the
scene.
“P.i.n.k. is an unusual spirit because it
isn’t a flavored vodka, but it is infused with
caffeine and guarana, which adds a great
energy component,” says David Brogan,
founder of Signature David and an independent cocktail consultant who was recently
hired to create a series of cocktails for
p.i.n.k. “It is a very clean tasting vodka and
mixes really nicely. You see p.i.n.k. at clubs
in New York and Vegas — any city that has
OCTOBER 2009 | Nightclub & Bar Magazine 25
