fresh pick

• Technomic’s most recent study on happy hour revealed that for 3 in 5 on-premise patrons, the primary reason for going to happy hour is to socialize with friends and family (58%), compared with 2 in 5 who cite deals as the appealing element (39%).

• For most operators, happy hours are a volume play, with popular brands and drinks offered at deep discounts to drive traffic and generate sales volume. These reflect good intentions on operators’ part in a hyper-competitive environment, but happy hour today must deliver on more than low prices.

• The most frequent happy-hour patrons are ages 25–34, according to Technomic. Fittingly, this is the age group that is most highly engaged with adult beverages.

• The report highlights that a great environment for socializing and a drinks menu that features both familiar favorites and less-common options (giving patrons the chance to try a new beverage or brand) is vital for this consumer group.

The Appeal of Happy Hour

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January 9, 2015

• American whiskey is booming. Worldwide sales are growing faster than those of any other spirit, reports NPR, and stateside we’re consuming nearly 30% more domestic whiskey per year than a decade ago.

• The number of women drinking whiskey has also increased exponentially. According to Whiskey Women author Fred Minnick, women represent nearly 40% of whiskey drinkers today, up from 15% in the 90s.

• The reasons? A proliferation of artisanal and small batch distilleries plus a robust and sophisticated mixology culture. More people of all genders are drinking more whiskey than ever before.

• Americans in general are increasing their whiskey consumption, according to International Wine & Spirit Research (IWSR), Americans drank 24 million cases of domestically produced whiskey last year.

Women & Whiskey

Christina Hendricks is the new spokeswoman for Johnnie

Walker Whiskey.

fresh pick

• Carbonated beverages make up American’s largest liquid refreshment segment. However, according to Beverage Marketing Corp., these numbers have declined for the last 9 years.

• The decline is likely for many reasons, including the removal of carbonated soft drinks from kids’ menus. These drinks are being replaced by milk and other healthier options.

• Health concerns as well as price are also issues: consumers aren’t seeing a value in the beverage offerings.

• Fast casual concepts are the only segment that is seeing an increase in soda growth, mainly driven by the increase in the number of stores. • In an effort to increase these sales, operators are looking to add flash and appeal to soda offerings. For example, the Coca-Cola Freestyle Machine and PepsiCo’s Spire allow consumers to customize their drink experience.

• In-house craft soda programs are also showing positive growth for operators. Starbucks recently launched the industry’s biggest in-house soda program with its Fizzio Handcrafted Sodas, and Firehouse Subs features its own custom-blended cherry limeade available in the Coca-Cola Freestyle Machine.

Soda Trends

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• A law banning the sale of foie gras in California was overturned Wednesday by a federal judge, paving the way for the item to return to restaurant menus in the state.

• California Senate Bill No. 1520, which was signed into law in September 2004 and went into effect in July 2012, banned the sale of any product made by “force feeding a bird for the purpose of enlarging the bird’s liver beyond normal size.”

• The ruling came after declaring that the law interfered with federal regulations that govern poultry products.

• Animal welfare activists widely condemn the process as cruel, while foie gras advocates say the practice, which dates back to ancient Egypt, simply speeds up the liver fattening that wild waterfowl do naturally in preparation for long-distance migrations.

California’s Foie Gras Ban Overturned: