August 2020 · a family of four products with roots at Royal Oak Distillery in County Carlow: The...
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Transcript of August 2020 · a family of four products with roots at Royal Oak Distillery in County Carlow: The...
VOLUME82NUMBER08 August 2020 BEVERAGE JOURNAL 1
Maryland l Washington, DC l Delaware
F E AT U R E S
10 WHAT IS THE FUTURE FOR TRADE TASTING EVENTS? Drinks fairs and portfolio tastings are canceled. When will they return, how can they evolve, and—in the meantime—what can take their place?
14 HOW SMALL AGAVE PRODUCERS ARE STRUGGLING Largely dependent on American bars and restaurants, Mexico’s craft distillers face a fractured pipeline
20 THE NEW CAN THAT’S SAVING BREWERIES Sales of tap beer to-go—canned on-site in ‘Crowl-ers’—skyrocket amid shut-down and beyond
24 BEERS OF THE PANDEMIC Smacked by shutdowns, brewers get creative to promote social distancing with humor and style
26 CORONAVIRUS: CHAIN REACTION Off-Premise teams up with On-Premise accepting the challenge to support front line heroes
D E PA R T M E N T S
02 PUB PAGE COVID-19: Bars (not nursing homes) are to be feared?
04 NEW PRODUCTS & PROMOTIONS
08 MARKET SHOTS Promotions, Happenings & News From the Local Markets
22 BRAND PROFILE: New Chapter for Duca Di Salaparuta
AUGUST 2020
ON THE COVER: Photograph courtesy of
PRG-Estudio / iStock
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BEVERAGE JOURNAL, INC.
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COVID-19: MORE DANGEROUS IN BARS & RESTAURANTS THAN NURSING HOMES?
Okay, that headline is definitely a ploy to get you to read on. However, it does seem the on-premise side of the industry is under attack ... and it's not by any virus.
Dr. Anthony Fauci, the director of the National Institute of Allergy and Infec-tious Diseases, said in a Senate hearing that people should stop going to bars "right now" - just as states like Texas and Florida, both of which have seen a dramatic uptick in the number of cases, recently decided to close their bars a second time to stem the spread of the virus. "Congregation at a bar, inside, is bad news," Fauci said. "We really got to stop that right now."
Spurred on by comments such as those by Dr. Fauci, several states began moving to close or severely restrict bars and other on-premise venues just before the important July 4th holiday. American Beverage Licensees (ABL) Executive Di-rector John Bodnovich issued a statement on the issue which said, in part:
"After being shut down for up to 100 days in some states, laying off their employees and suffering devastating financial losses, bar and tavern owners have taken steps to safely reopen their businesses in compliance with state government guidelines to prevent the spread of COVID-19. This has included implementing new public health safety policies, rehiring and retraining employ-ees, purchasing PPE for staff and other products to deeply clean their businesses, as well as restocking beer, wine, liquor and food to serve their customers.
"Governors, legislators, mayors and other government officials must under-stand that bars and taverns absolutely cannot close and reopen at the flip of a switch, and they cannot afford to in-
vest in the supplies, products and people needed to reopen only to be closed again right away. If they are to survive, they need a level playing field with other hos-pitality businesses, regulatory certainty so they can develop COVID-19 business plans, and economic support from policy-makers if shutdowns are to continue."
The New York Times noted that many bar owners worry that a second round of closures will destroy their businesses, and question why bars are being targeted for closure while Americans in some states can still eat inside restaurants, wheeze on fitness-center treadmills and shop at malls.
It is worth noting that bars and restau-rants employed 12.3 million Americans in February 2020, only to see that figure collapse to 6.2 million in April. It’s since rebounded 47% off that low and for June rose to 9.2 million jobs. Efforts to restore the economy need not be at the expense of public health – nor should public health officials suddenly be granted carte blanche authority over broad categories of business and other activities.
Giving Back (Not Giving Up)… In my Pub Page from the May editions, I proudly touted my certainty that the good people of the local beverage alcohol trade would impress us all with heart-warming stories of successes amid this health and economic crises. Well, Teddy Durgin, Beverage Journal staff writer, has uncovered one such story. Don't miss 'Rising to The Challenge' on page 26. n
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NEW PRODUCTS
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NEW PRODUCTS
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1. ANGELA VINEYARDS OREGON WINES Angela Vineyards has formally launched nationally with a 2018 Willamette Valley Chardonnay and 2017 Yamhill-Carlton Pinot Noir—and a new look, marking the arrival of winemaker Alban Debeaulieu, whose experience spans both France and Oregon. Grapes are sourced from carefully selected sites and only natural yeasts are used in vinifcation, aiming to produce fresh wines that are expressive of place, vintage, and craft. Angela Vineyards is owned by Beck Family Estates of South Africa.
2. RISATA SCARLET & RAVEN WINES Prestige Beverage Group is doubling down on sweet reds with its new “Bold Collection” of fruity, semi-sweet Italian red wines: Scarlet and Raven. Both based on Brachetto grapes, the pair expands on Risata’s current lineup of Moscatos, Sparkling Rosé, and Prosecco. Risata delivers berry, cherry and hints of violet and rose; Raven leans toward dark fruit and jam. Made frizzante-style (soft bubbles) and with ABV under 6%, they are best served slightly chilled.
3. GEORGE DICKEL BOTTLED IN BOND – FALL 2008George Dickel’s first entry in the Bottled in Bond category, from Fall 2005, earned “Whisky of the Year” honors from Whisky Advocate. A year later, distiller Nicole Austin is releasing a new, 11-year-old expression of Bottled in Bond Tennessee Whisky: Fall 2008. It has a mash bill of 84% corn, 8% rye, and 8% malted barley; chill charcoal mellowed like the rest of the portfolio, bottled as 100 proof. Enjoy neat, on the rocks, and in classic cocktails.
SRP: $38 each SRP: $14.99 each SRP: $39.99 angelaestate.com risatawines.com georgedickel.com
4. ST. HUBERTS ‘THE STAG’ CALIFORNIA CENTRAL COAST WINESThis new line from Treasury Wine Estates highlights California’s Central Coast, showcasing a Santa Barbara Chardonnay as well as a Cabernet Sauvignon and Red Blend, both from Paso Robles. A lifestyle brand spun o¡ from Australian label St .Huberts, “The Stag” is expected to appeal particularly to millennial males’ adventuresome spirit, o¡ ering familiar varietals but from exciting new California regions. A 360-marketing campaign will promote the launch.
5. JUNIPERO GIN San Francisco-based Hotaling & Co. is refreshing Junipero, unveiling a new look they hope breaks the mold, as the gin did as America’s first craft gin back in 1996. The bold new package—with the paint-like script logo in white wrapping around glass the same shade of blue as ripe juniper berries—reflects a bold, pioneering spirit. Junipero is 98.6 proof, features 12 botanicals but is mostly citrus- and juniper-driven. The gin’s call to action: “More Firsts, Less Fear.”
6. THE FEDERALIST LIMITED EDITION 2017 LODI CABERNET SAUVIGNONDeclaring “Made in USA” on its capsules, this limited edition of The Federalist embodies modern-day American pride. A subtle wooden flag overlay and the wise visage of Benjamin Franklin bring to life this modern American classic Cabernet. Pair this wine with summer grilling or s’mores by the firepit. The wine features 93% Cabernet Sauvignon from sub-AVAs in Lodi, plus dollops of Zinfandel, Merlot, and Cab Franc to soften the wine and add aromatics.
SRP: $16.99 Chardonnay | $19.99 both reds SRP: $34.99 SRP: $23 tweglobal.com juniperogin.com | hotalingandco.com terlatowines.com
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NEW PRODUCTSNEW PRODUCTS
7. THE BUSKER IRISH WHISKEYDisaronno International continues to diversify with the launch of The Busker Irish Whiskey, a family of four products with roots at Royal Oak Distillery in County Carlow: The Busker Blend, Single Grain, Single Malt, and Single Pot Whiskies. The Busker Blend (pictured) is “Triple Cask, Triple Smooth”—matured and finished in bourbon, Sherry, and Marsala casks at 80 proof; the three other Busker expressions are 88.6 proof.
8. CHANDON BRUT & ROSÉSUMMER LIMITED EDITIONSFor its ninth consecutive year, California sparkling producer Chandon has unveiled a limited-edition American Summer red, white and blue bottle available through Labor Day. This year’s 750ml evokes the nostalgia for warm summer evenings with the occasional surprise fireworks. The bubbly itself is Chandon Brut, ideal for nutty, salty, and creamy foods. Also out just for summer: 187ml “AluMini” bottles of Chandon Rosé.
9. STOUDEMIRE ISRAELI WINESSix-time NBA All-Star Amar’e Stoudemire celebrates his deep connection to the land of Israel with a collection of wines produced by the boutique Tulip Winery. Based in Kfar Tikva, which means “Village of Hope,” Tulip produces kosher wines by employing individuals with developmental disabilities. The launch includes a 2016 Reserve Cabernet Sauvignon from Galilee (SRP $75); a 2014 Grand Reserve Cabernet–Petit Verdot blend from Capernaum ($95); and the 2014 Private Collection Bordeaux-style blend from Jerusalem ($225).
SRP: $24-$29.99 SRP: $19/750ml $6.99/AluMini Rosé 187ml SRP: $75-$225 disaronnointernational.com chandon.com kosherwine.com
10. 7 DEADLY CABThe popular Zinfandel 7 Deadly, having already extended successfully with a Red Blend in 2017, is adding a Cab. The 7 Deadly Cab 2018 Cabernet Sauvignon is made in a lush and rich style similar to its red siblings and is certified sustainable by the Lodi Rules Program, a rigorous and comprehensive sustainable winegrowing program. First released in 2002, 7 Deadly presents itself as “born from a Catholic school upbringing and a winemaker’s lust for hedonistically seductive wine.”
11. DON FULANO TEQUILAE & J Gallo (Gallo) Winery has added luxury tequila brand Don Fulano, made by the Fonseca family, which has engaged in agave farming and distilling for five generations. They are one of only two producers to o§ er 100% estate-grown and bottled tequila. The brand's range includes Don Fulano Blanco ($50), Don Fulano Blanco Fuerte 100 Proof ($60), Don Fulano Reposado ($60), Don Fulano Añejo ($80) and Don Fulano Imperial Extra Añejo ($190).
12. VERAMONTE CHILEAN WINESCrowning their complete transition to organic winegrowing, Viñedos Veramonte in Chile has unveiled a fresh new look, featuring a design theme of a biodynamic cosmos, with color variations reflecting the di§ erent grape varieties intermixed with flora and fauna. All of Veramonte's estates follow organic practices, with the intention of producing wines that show typicity of the varietal and the region. he new labels are crafted from cotton not paper, reinforcing a commitment to sustainability.
SRP: $16 SRP: $50-$190 SRP: $10.99-$12.99 7deadlywines.com donfulano.com veramonte.com
GEORGE DICKEL BOTTLED IN BOND RELEASES NEXT DISTILLING SEASON … FALL OF 2008 George Dickel is excited to announce the latest release of their fan favorite George Dickel Bottled in Bond, a limited-time offering. Following last year’s Fall 2005 release, which earned the coveted “Whisky of the Year” award from Whisky Advocate, this Fall 2008 release continues to deliver the exceptional maturity and complexity that fans expect.
Bold and balanced, this whisky offers tantalizing notes of pecan, maple syrup and dried apple. At 100 proof, this George Dickel Bottled in Bond is best enjoyed neat or on the rocks and plays well in many classic cocktails like an Old Fashioned or Perfect Manhattan. Whisky drinkers can enjoy this rare, high proof liquid at an affordable price point.
Busker Bev Media Trade Ad FINAL.indd 1Busker Bev Media Trade Ad FINAL.indd 1 2020-07-08 4:37 PM2020-07-08 4:37 PM
What is the Future forTrade Tasting Events?
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DRINKS FAIRS AND PORTFOLIO TASTINGS ARE CANCELED. WHEN WILL THEY RETURN, HOW CAN THEY EVOLVE, AND—IN THE MEANTIME—WHAT CAN TAKE THEIR PLACE?
BY RÉMY CHAREST
“We canceled our annual wine show as have all of our competitors because no one really wants to sample or be that close to another person,” says Corey Bronstein, senior vice president and general man-ager of New Jersey-based Allied Beverage Group. Major wine fairs worldwide have been called off since the beginning of the pandemic, and all indications point to the cancellation of most portfolio tastings or large-scale wine, spirits, and food events in the U.S. until at least the end of 2020.
What happens beyond that? And what can replace these valuable interactions between producer and buyer?
Judging by the number of people who declined to comment for this article, it’s safe to say that very few importers, distributors, and event organizers know what the future will look like for large-scale tastings and festivals. “It’s the mil-lion dollar question, isn’t it?” one event organizer responded.
With different cities, states, or coun-tries establishing different rules and guide-lines, the work for organizers is exceedingly difficult. “At the moment, the uncertainty of constantly changing regulations and guidance and interpretation of metrics and risk tolerance create a broad range of pos-sible long-term outcomes for wine events,” says James Tidwell, cofounder of the Texas-based wine education event TexSom, whose August 2020 sommelier conference was canceled in late June.
“Right now, four months seems like a long time away,” says Patrick McAteer,
Texas statewide fine wine manager for Republic National Distributing Company, whose fall consumer tastings have all been put on hold. “It remains to be seen what the attendance levels could be. How many people would want to come? How many would rather stay away?”
CROSSING THEIR FINGERS Meanwhile in Europe, after COVID-19 cases dropped significantly in the spring and stabilized in the summer, there is cautious optimism around some upcoming wine events. Guía Péñin, the main Spanish wine guide, is working to hold its yearly Top Wines from Spain show, scheduled for October 26 and 27 in Madrid. Some 400 wineries and thousands of visitors are expected. Mar Mirón, the director of communications for Guía Péñin, insists that final decisions will come in September, depending on the health and safety guidelines established by the venue and the local and national governments. “The great majority of the clientele is from Spain, so that’s easier to manage,” says Mirón.
Guía Péñin did cancel an event planned for New York City in the fall, largely be-cause producers were unwilling to cross the Atlantic, but those same producers are desperately hoping the Madrid event is a go. “Wineries really need to sell wine, so fingers crossed,” Mirón adds.
Beyond crossed fingers, contingency plans are also in development. Michael Degen, executive director for the Domestic
Trade Fairs Division of Messe Düsseldorf, the massive venue that hosts ProWein ev-ery year, says options being considered include using a greater number of halls to make distancing easier. Final decisions about the March 2021 edition and its vari-ous components will be taken about six to eight weeks before the actual date. “In Germany, we are optimistic that we will be able to set up ProWein more or less as it was before. What will it be like next March? No one knows. The hope is that things will keep improving,” says Degen.
With the pandemic situation cur-rently more dire in the U.S., importers and distributors have been relying on virtual tastings and events to reach the trade and consumers.
ProWein in Düsseldorf is the world’s leading annual trade fair for wine and spirits, and is the largest industry platform for professionals from viticulture, production, trade, and gastronomy. Mid-March, about 7,000 exhibitors from 60 nations showcase their products there. In 2019, ProWein celebrated its 25th anniversary.
“There is such a strong desire to meet again that we’ll have to find a way to do it.”
– Michael Degen, ProWein
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ONSIDER THE SPITTOON. It’s never been the most pleasant element of wine tasting. But dangerous?
Until the threat of COVID-19 is brought under control, with an effective treatment or vaccine, large drinks industry tastings are
fraught with public health risk. It’s actually hard to imagine a less safe activ-ity than hundreds or even thousands of people talking loudly to each other in close proximity in enclosed spaces, after swirling and spitting liquids into shared spittoons. At a paper products or industrial machinery fair, it’s pos-sible to arrange masked and distanced meetings around a new line of farm equipment. Not so when evaluating wines and other drinks.
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INDUSTRY FOCUS
FINDING NEW WAYS TO CONNECTFor companies who have implemented them, virtual tastings can be effective, particularly when participants have the wines on hand to taste during the on-line event. However, with only dozens of people involved at a time, notes Al-lied’s Bronstein, they’re far from a replacement for events drawing hundreds of sommeliers and re-tail buyers at a time.
Isabelle Legeron, founder of Raw Wine, which holds fairs in cities like London, Berlin, Montreal, New York, and Los Angeles, is looking to find ways to leverage the event’s “large digital footprint, with over 50,000 unique visitors a month using our website.” How-ever, there are limitations, she says: “Nat-ural and low-intervention organic and biodynamic wines can change profoundly from year to year, meaning their tasting profiles can be totally unique, so tasting and understanding the vintage is really important, and this is the hardest part to make work digitally.”
Is it possible to scale from dozens to hundreds in a virtual wine event? That’s the idea behind Hopwine, a virtual wine fair held for the first time in May. Tyméo, a Bourgogne-based PR agency, teamed up with Lyon’s Vinovae, a company that created a proprietary system to safely repackage wines in 20-milliliter samples that can then be easily shipped anywhere.
“We’d been toying with the idea for a few years, but things got busy, so we kept putting it off,” says cofounder Mathieu Lojkiewiez. “And then when everything blew up, we figured it was now or never.” Hopwine put up a website in early March and quickly saw registrations from wine producers start to build. “We stopped at 150 producers, because of the logis-tics involved in repackaging and sending samples, and turned down about a hun-dred more,” says Lojkiewiez. “Then we had over 3,000 visitors during the week of the virtual fair [May 18-25]. We selected
700 people who seemed like serious buy-ers—about half from France and half from other countries including the U.S., Cana-da, China, and the Philippines—and con-nected them with the producers.
“We can’t replace physical wine fairs, but we can deliver a solid first contact,” Lojkiewiez reasons. “As an event orga-nizer, if physical wine fairs were my only revenue stream, though, I’d be worried.”
SCALING BACK [FOR NOW]In the short run at least, not everyone believes big tasting events are absolutely essential to keeping the industry running. “To be honest, it’s a minor inconvenience compared to what our brothers and sisters in the restaurant industry have been going through,” said Harmon Skurnik, president of New York distributor Skurnik Wines. “On a temporary basis, it’s not that much of a missing piece. I’ve been going to Vinitaly every year for the last 20 to 25 years, and it’s a great opportunity, but if I don’t go, or if I don’t taste out of barrel this year, I’ll survive. I can still do business. If
the lack of large tastings becomes the new normal, we’ll need new ways of working, but I don’t think that will be the case.”
Currently, explains Skurnik, many re-tailers don’t even want a sales rep to come in their store, so anything large scale is at best speculative. “At our office in New York City, we have a bar where we regu-larly hold tastings, with clients coming by and visiting producers as well. With ad-justments, that format would resume well before trade tastings return. But even for that, we don’t have a plan at this point and we’re not in any hurry,” he says.
Scott Lauck, owner and founder of distributor Synergy Fine Wines, based in Colorado, also sees smaller, more focused events as a workable solution whenever conditions start to improve. With modifications like timed entry in smaller groups, individual spit cups, individual boxes with crackers and water, sanitation stations, and more open floor plans, sales reps could connect with buyers and showcase new wines and vintages.
Adjusted expectations will help, too. “We used to get annoyed at a six or seven minute wait at the really cool coffee shop. Now, we’re just happy we can get a cap-puccino,” says Lauck. “Maybe in the cur-rent context, buyers would be satisfied with a 20 minute block of time to taste 20 wines from a particular region.”
Timed entry is something Legeron and her team are considering for Raw Wine, as well, to avoid having everyone on site at the same time. In the longer term, once the medical crisis abates, Legeron is confident that “we will return to a traditional way of tasting wine dur-ing festivals and fairs. There is a unique atmosphere that gets created during these events, with so many people you know gathered in one place, and that is part of the vibe and the buzz. It is also a very effective way of working.”
As ProWein’s Degen puts it, “There is such a strong desire to meet again that we’ll have to find a way to do it.” ■
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WINE: SEALED,
DELIVEREDOne creative solution: airtight,
shelf-stable sample bottles for coordinated tastings
done by video.
Beverage Media Group7/8/2020None
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Knob CreekBartendersJenna KrackenbergerEddy AllenMonique Ramos7-7-2020 6:43 PM
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KNOB CREEK® KENTUCKY STRAIGHT BOURBON WHISKEY, KENTUCKY STRAIGHT BOURBON WHISKEY WITH NATURAL FLAVORS AND STRAIGHT RYE WHISKEY, 45-60% ALC./VOL. ©2020 KNOB CREEK DISTILLING COMPANY, CLERMONT, KY.
For months we’ve poured our own drinks,
cut our own garnishes, and separated our
own egg whites. But no matter how high we
fill it, our glass is half empty without you.
Because no one else is as quick with a joke
or a drink. And no one else can carry as many
glasses or conversations. We miss pining for your
attention from two rows back. And having it
undivided when we’re the only glass to fill.
We miss the work you put into our
day’s reward. And the extra work
you put in to keep us safe. We miss
you conducting an orchestra with
a bar spoon. We miss you. And
we’re so excited to see you again.
WE MISS YOU, BARTENDERS.
S:7.75"S:10.375"
T:8.25"T:10.875"
B:8.75"B:11.375"
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INC ascahuin Tequila is among the
many boutique agave spirits championed by U.S. bartenders who have pushed the diversity of
Mexico’s distillation traditions into the spotlight.
But shortly after the American on-premise sector shut down due to CO-VID-19, the distillery paused production. By the end of April, sales had decreased 70 percent.
“We’re trying to maintain, not just to survive, as a company, but to also support our employees,” says Salvador Rosales
Trejo, a third-generation tequila producer in El Arenal, Jalisco.
Trejo’s pain is echoed across Mexico. Mezcal fever in the U.S. made the American market—specifically bars and restaurants—the most important sales channel for small agave distillers in rural communities. While large brands with wide distribution are benefiting from the uptick in retail sales, smaller tequila and mezcal producers have seen sales plummet. Now they are scrambling to keep workers employed and trying to find new ways to reach consumers.
BIG TEQUILA WINS, SMALL BRANDS SQUEEZED Initially, it seemed as though tequila and mezcal sales might fare well in the U.S. during the pandemic. Retail purchasing surged amid stay-at-home mandates; compared to the same period last year, tequila exports were up 17 percent from January to April, according to Ramón Gonzalez Figueroa, the general director of the Tequila Regulatory Council (CRT), in part due to increased consumption at home. But most tequila producers are not benefiting from this retail sales growth. “Without a doubt, those that represent the majority of that volume are the larger companies,” says Gonzalez Figueroa.
“All the small producers are 50 or 60 percent down in sales, no matter who you talk to,” says Eduardo Orendain, a fifth-generation family member and sales manager for Arette Tequila. Arette is hurting: 90 percent of the brand’s volume is exported to the U.S., and the majority of the company’s revenue relies on it being a bartender favorite.
HOW SMALL AGAVE PRODUCERS ARE STRUGGLINGLARGELY DEPENDENT ON AMERICAN BARS AND RESTAURANTS, MEXICO’S CRAFT DISTILLERS FACE A FRACTURED PIPELINE
BY FERRON SALNIKER
The original Mockingbird Distillery shack in Austin, Texas, 2018
The Shack is the first building at the Mockingbird Distillery, and where the whole thing started. For a long time it housed all of the vodka operations before we outgrew the 998 square foot structure. We’re still making vodka on the same land we started and Tito’s office is still at the Shack today.
For your passion, your hard work, your support, and your spirit.
Here’s to you.
As long as we’re apart,we’re in this together.
CRAFT MEZCAL
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As of early June, mezcal exports are down 60 percent, according to Hipócrates Nolasco, the president of the Mezcal Regulatory Council (CRM).
Some importers’ mezcal sales may look robust, says John Bedell, the spirits portfolio manager for T. Edward Wines, but not across the board. He reports that New York sales of the Alipus espadin ex-pression—the distillery’s en-try-level mezcal—are doing better than they were before the pandemic, but higher-priced expressions from the
same palenque (distillery) are not. “You can extrapolate that to the rest of the category: higher-end bottlings, more ob-scure, more remote palenques or vinatas [another word for distilleries] I have seen fall to zero,” he says.
Roman Romaya, the vice president of retail shop Old Town Tequila in San Diego, which offers one of the largest agave selections in the country, says that bottles in the range of $75 to $150—where much of the mezcal category hovers—have taken the biggest hit. “People were also stocking up on the more popular brands,
I think, because they were nervous about money,” he says.
DEVASTATING RIPPLE EFFECT Like spirits and wine pro-ducers in other regions, many tequila and mez-cal businesses also rely on tourism revenue. With travel restrictions in place due to the pandemic, those
income sources have dried up. The combination of dismal tourism
and decreased sales could have a ripple effect for local economies, which have grown to depend on both. Eduardo Ángeles, the maestro mezcalero of Mezcal Lalocura in Santa Catarina de Minas,
Oaxaca, says that about 120 people directly depend on the local mezcal industry, not including the extended supply chain, such as drivers and agave farmers.
Lalocura typically exports about 20 percent of its production, but much of its revenue relies on tour groups. Ángeles is maintaining some work for his staff of about 20 people through domestic sales, plus pre-sales from international followers—a new practice, dubbed “mezcal futures,” which other brands are replicating.
Ángeles warns that other mezcal-producing families that depend on sales to importers and tourists won’t have the capacity to plant agaves and crops they typically depend on for income or consumption. He and other producers also fear that the pandemic could influence the price of agave, which cycles up and down with shortages and surpluses. After price increases over the past few years, independent producers could be at an even greater disadvantage against larger brands when they attempt to purchase these prime materials.
TURNING TOWARD OFF-PREMISEProducers understand that it’s essential to pivot toward retail to drive sales right now, but the pandemic’s impact on the U.S. beverage industry as a whole has complicated things. The closures of on-premise accounts have restricted cash
ABOVE: Eduardo Orendain is a fifth-generation family member working at for Arette Tequila, which had been sending 90 percent of its production to U.S. bars and reataurants. RIGHT: Fresh-cut agave piñas at Cascahuin.
“Our U.S. importer told us it was going to be a hard year, and they recommended we don’t launch anything.” – Asis Cortés, Dixeebe
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flow among importers and distributors, preventing them from ordering high volumes—or any quantity—of tequila and mezcal products to sell to retailers.
Daniel Arellano Martinez, founder of San Bartolo Mezcal, has been living in Brooklyn, since 2007. He had a plan to introduce his own mezcal—the first ever from the San Bartolo Yautepec Valley of Oaxaca—in 2020, starting with NYC bars and restaurants. Though it hardly filled the gap left by the bar shutdown, working with retailers, he helped get 200 bottles delivered by bicycle.
Although several mezcals have been acquired by larger companies, the majority are smaller brands like San Bartolo that arrived recently; in the past eight years, the number of certified mezcal brands exporting went from 68 to 277, according to the CRM.
Category pioneer Del Maguey also relied on business from restaurants and bars, but the company was acquired by Pernod Ricard in 2017, giving the brand a wider network and more resources to weather the pandemic, notes Lucia Creed, the brand leader for Del Maguey.
T. Edward Wines’ Bedell warns that distributors may also be constricting their SKUs, which could limit the pathways to market for new brands. “We will definitely
tighten up what we are able to offer,” he says, “and if something hasn’t been proven successful recently, it will be a little while until it’s made available again.”
VIRTUAL EFFORTS HELP, BUT... Like other companies in the beverage industry, agave spirit brands have taken to the virtual world to connect directly to consumers. Media and education organization the Mezcalistas launched Conversations in Agave, a weekly series featuring Zoom talks with stakeholders in the industry.ell-known brands Mezcal Vago and Ilegal have hosted Instagram Live sessions.
Despite the challenges, the shift toward virtual education has presented opportunities for some companies, such as La Luna Mezcal, which produces in Michoacán. Without the advocacy of on-premise bartenders, Salvador Chavez, the company’s CEO and founder, says that his distributors have been more flexible and eager for education.
“I feel like we’re accomplishing more because even on a market visit with a distributor, it never really meant that I was going to talk to the whole team,” he says. “On Zoom, all 30 people from that team are hearing your voice. They’re asking questions, and you’re moving the ball.”
Meanwhile, La Luna is hoping to entice fans and mezcal novices with smaller bottle formats, a trend buyers should expect to see more of. Lalocura’s importer is also making plans to launch smaller bottles this summer. Romaya says small bottle sales increased across all spirit categories; he suspects shoppers are testing the waters of e-commerce and taking advantage of a lower price point to try something new.
As brands have turned to virtual education and social media to reach consumers, one bright spot might be a wider appreciation for a complex spirit like mezcal. Chavez, who hosts daily
Instagram Live chats and shared a tour of his palenques in Michoacán on Zoom, says that much of the feedback and questions he’s getting virtually have clearly been from customers new to the spirit.
“The amount of connections that we, and the category as a whole, have been able to make virtually is giving people a deeper understanding of what mezcal is,” he says, “and I think it would’ve taken years to accomplish what we’ve done in this time period.”
But Zoom meetings are still no substitute for face-to-face communication. Family-owned Casa Cortés, which has already built an American following, had hoped to send youngest-generation family member Asis Cortés into the market to export a father-son project of limited bottlings called Dixeebe and several new expressions of Origen Raiz, a Durango-Oaxaca collaboration mezcal, which was also expected to make its debut in Europe.
All of that has since changed. “Our U.S. importer told us it was going to be a hard year, and they recommended we don’t launch anything,” says Cortés. n
Eduardo Ángeles, maestro mezcalero of Mezcal Lalocura, distills in clay pots and makes more than 20 distinct mezcal expressions.
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La Luna exports multiple expressions. Ensamble is a destilado de agave, made from the same agave as La Luna's mezcal. The agave for Cupreata is roasted for 90 hours underground, then fermented for 120 hours, then double-distilled.
CRAFT MEZCAL
MARKETED BY BRONCO WINE CO. | WWW.BRONCOWINE.COM | 855.874.2394 | © 2020 CRANE LAKE CELLARS, NAPA, CA
CRANE L AK E16 dif frent varietals
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THE NEW CAN THAT’S SAVING BREWERIESSALES OF TAP BEER TO-GO—CANNED ON-SITE IN ‘CROWLERS’—SKYROCKET AMID SHUTDOWN AND BEYOND
BY NICKOLAUS HINES
SanTan Brewing in Arizona was an early adopter of Crowlers, which have proven especially appealing to millennials.
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ild East Brewing Co. started brewing beer in Brooklyn in late December 2019. It distributed a small amount of beer to local shops
through February while working toward opening a taproom in the late spring. And then New York City shut down.
The new brewery was stuck with kegs of fresh beer and no taproom for people to drink it in. So Wild East pivoted almost entirely to “Crowler” sales. By filling 32-ounce open-top cans by a draft line and sealing them with a Crowler machine on-site, the brewery was able to open to the public despite the inability to serve on-premise. In those first weeks of business in March, Wild East was selling as many as 250 Crowler cans a weekend. “It was quite
a rollercoaster when we first started,” reports Tyler March, cofounder and head of operations.
Wild East is one of many brewers that turned to Crowler cans when nationwide shutdowns occurred. According to Google Trends data, searches for “Crowler” shot up the week of March 15 and reached an all-time high in April. Sales at Crowler Nation, which sells Crowler equipment and is a middleman between Ball Corporation and breweries for the cans, mirrored that spike, says Jeremy Rudolph, who runs Crowler Nation and was instrumental in creating the Crowler concept around 2012 when he was the packaging manager at Oskar Blues Brewery.
“March 16 was ‘Crowler cans became toilet paper day,’” Rudolph says. “That’s
when the mad rush happened, and we had about 37 times the normal order volume that day.” By late May, sales had leveled out to about seven times the previous average amount, and Crowler Nation is selling at least one sealer machine a day.
Just as cocktails to-go became a lifeline for many bars and restaurants, Crowler machines have been a savior for some businesses.
“Crowler cans were always in our business plan, but they weren’t as big a part,” March says. “I’d say it might have been 10 percent of our projected revenue, and now because of distribution and taproom [restrictions], it was near 100 percent.”
Now that the Crowler is rapidly gain-ing more mainstream consumer rec-ognition, it offers tremendous growth potential for breweries, bars, and direct-to-consumer retail shops (in states where to-go draft beer is legal) well beyond the pandemic shutdown.
THE FORMAT'S APPEAL The term “Crowler” is a registered trademark of the Ball canning company.
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The process is simple. First, a 32-ounce can without a lid is labeled and filled with draft beer. Then a sealer machine secures a pop-top to the body of the can. (The can-sealing machines are also sold by Crowler Nation; about $4,000 for the basic version, or $6,000 for one with additional safety ratings.) Any spillage is wiped off, and it’s ready for the customer to drink by the fresh date written on the label by the business that fills it, which is usually around a week after purchase.
“In a week from when you order, you can pay off the machine” with about a thousand can sales, Rudolph says.
The draw for the consumer is that cans are lighter than glass growlers. They’re also recyclable and can go places glass can’t. SanTan Brewing Company in Chandler, Arizona, was one of the first breweries in the nation to adopt the format in the mid-2010s, which the brewery calls Canzillas.
“About 5 to 7 percent of customers purchase Canzillas regularly, with that number spiking to almost 15 percent during peak outdoor weather months,” says Anthony Canecchia, founder and brewmaster at SanTan. “We have found that it’s really a younger demographic who is drawn to them. They like the
convenience and the ability to easily dispose of and recycle the cans.”
As is the case with other breweries, SanTan’s Crowler sales increased during the nationwide shutdown as it completed sales through third-party delivery, online ordering, and curbside pickup.
Rudolph has heard success stories like this first-hand from people placing orders. During one call, Rudolph says, a brewer told him that Crowler sales were “the best thing that’s ever happened to us during the worst thing that’s ever happened to us.”
BAR & RETAIL APPEAL AS WELLAs demand far outpaced supply, Ball and Crowler Nation introduced the “Twistee” can, a 16-ounce can with a twist-on top, which eliminates the need for a sealer. Wild East’s March says that having Twistees in the lineup fits the brand better than the plastic sippy cups that some bars and restaurants in New York
City have turned to for newly legal to-go drinks.
In the past, Crowler sales have largely focused on breweries be-cause of the patchwork of state laws that regulate to-go beer sales. Rudolph says that only about 20 to 30 percent of Crowler sales were to businesses other than brewer-
ies. Yet during the recent mandatory shutdowns, many states, including Cal-ifornia and Colorado, relaxed laws to allow retail shops to sell growlers and Crowler cans.
Shangy’s, in Emmaus, Pennsylvania, an off-premise-only shop with thousands of beer options, including 40 taps for growler fills, sells about 2,500 Crowlers a month. Shangy’s sealing machine can seal a range of sizes, but owner Nima Hadian says the 32-ounce Crowler outsells any other size they fill 10 to one.
In addition to the Twistee cans, Crowler Nation is continuing to evolve with new offerings on sizes, colors, and pre-decorated cans. March sees Crowler sales of 32-ounce and 25-ounce cans continuing to be an integral part of Wild East’s plans. Canecchia of SanTan anticipates more permissive laws for alcohol delivery, which would increase delivery sales. Rudolph estimates that sales volume for Crowler Nation in 2021 will average around three-and-a-half times more than pre-coronavirus volume.
“When they open up bars and restaurants, it’s not going to be normal again,” Hadian says. “You don’t need to leave home anymore” for entertainment and good food. And if there’s a big increase in places filling Crowlers, it’ll be easy enough to crack open a fresh draft beer at home as well. n
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“March 16 was ‘Crowler cans became toilet paper day’... we had about 37 times the normal order volume.”
– Jeremy Rudolph, Crowler Nation
SanTan’s “Canzilla” represents about 5 to 7 percent of the brewery’s sales, but doubles over the summer.
Advantages of the Crowler are its light weight and recyclability compared to glass growlers. But the real payoff for beer lovers is simply enjoying draft beer at home; Crowlers keep beer fresh for about a week.
BRAND PROFILE
NEW CHAPTER FOR DUCA DI SALAPARUTATAPPING SICILIAN TERROIR, BRAND SET TO MAKE A SPLASH IN U.S. WITH 3 LINES
BY W. R. TISH
While Sicily is politically part of Italy, as a huge island—about the size of Massachusetts—it has its own rugged geogra-
phy and wine culture. In fact, the region’s wines are better than ever, yet Sicily re-mains ripe for discovery in America. As recognition grows, the wines of Duca di Salaparuta are optimally positioned to wave the Sicilian wine flag: exported since the mid-1800s, and just completed a makeover in production as well as design.
Once owned by the Duke (Duca) of Sala-paruta, the winery was purchased in 2001 by the Reina family (Illva Saronno). The time is right for a reboot, engineered by U.S.-sub-sidiary Disaronno International, with a ter-roir-grounded portfolio presented in three distinct levels, with all-new packaging.
ESTATES WHERE THEY COUNTDuca di Salaparuta is now anchored by three estates, reflecting Sicilian answers to what varieties grow best where. Each super-premium wine at the estate level is linked to a distinct vineyard, owned and managed by the winery. Nerello Mascalese, and Pinot Noir come from Vajasindi, on the slopes of Mount Etna; refreshing white Grillo from Risignolo, along the green hills of Salemi in Western Sicily; and Nero d’Avola from Suor Marchesa, in the south central zone of Butera.
Priced to retail at $17 to $20, the quartet of estate wines are flanked in the marketplace by two other levels.
Calanica—the premium brand inspired by the Sicilian culture of street food—offers Grillo, Frappato, and Rosato. These fresh, easy-drinking wines sport labels and add an affordable entry level to the Duca di Salaparuta range.
At the luxury level, old converges with new. Duca Enrico (named after the 11th Duke of Salaparuta) was the first monova-rietal Nero d’Avola bottled in Sicily in 1984.
Today this wine is still regarded as one of the best examples of Nero d’Avola coming from Sicily. And now it is joined by a cutting-edge Pinot Noir: Nawari.
EYE-CATCHING & ILLUMINATINGThe proprietary wines in the Duca di Sala-paruta Estate range are united by power-ful branding which estabishes the winery’s founding in 1824 and frames supporting background graphics. Kados, a Grillo that complements seafood, features a wave, which connects to the sea, but also to the crisp flavors that hit like a refreshing wave. Lavico, a 100 percent Nerello Masca-lese, echoes Mount Etna with a lava back-ground. The Nero d’Avolas—Passo delle Mule and Triskelè (with Merlot)—feature terraced mountainside vineyards typical of south central Sicily. Similarly, the Ca-lanica labels feature brightly colored im-ages that link to the territory and culture, plus the winery’s bold branding in white.
As the wines reach market, Disaronno International is presenting Duca di Sala-paruta to distributors as a smartly seg-mented portfolio of wines that capture the best of Sicily’s unique wine culture. “We have an opportunity to re-introduce a brand at the top of its game, that can speak to a diverse set of consumers, and educate them on the beauty and potential of Sicily,” notes Ray Stoughton, executive vice president/general manager at Disa-ronno International. n
The Duca di Salaparuta Group owns three historic brands that represent Sicily and Italy worldwide: Corvo and Duca di Salaparuta, founded in 1824; and Florio, launched in 1833. Togeth-er the wineries represent the largest private wine group in Sicily, whose modern estates express authentic Sicilian areas and specializations.
SICILIAN LEADERS
The wines in the Duca di Salaparuta Estate Series aim to express Sicilian terroir, with dramatic packaging reflecting each estate’s geographical context.
Tailored for by-the-glass, the
Calanica line features native grapes
an easy-drinkingstyle.
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ACK IN MID-MARCH, Ale Asylum cofounder Otto Dilba began cursing the pandemic. “I was walking around with the staff joking
that we should make a beer called Fuck COVID,” says Dilba, whose brewery taproom in Madison, Wisconsin, was closed to help slow the novel coronavirus’s spread.
The joke became a call to action. On April 13, the brewery started statewide distribution of a light-drinking pilsner la-beled FVCK COVID. Profits from beer sales will be donated to charity. Shortly after re-lease, the brewery received unprecedented demand for its beer, including requests to ship cans countrywide. “Very, very rarely in
life do you get 100 percent of the population behind something,” Dilba says.
Over the past few months, breweries have been using beer can labels to highlight our ongoing epidemiological uncertainty, stay-at-home orders, and social distancing.
Bridge and Tunnel, in Ridgewood, Queens, released a witbier called No Mask? Fugetaboutit, while San Antonio’s Weath-ered Souls made a hazy IPA called 6 Feet of Separation.
Proclamation Ale Company, in War-wick, Rhode Island, has released five beers in its so-called Essential series of IPAs, finding fast demand. In April, the Knock It Off double IPA—quoting Gover-nor Gina Raimondo telling her constitu-ents to take the pandemic seriously—
proved so popular that it drew a crowd, “we had to shut it off at 500 orders,” says founder and president Dave Witham. “We didn’t want to be hypocrites.”
As for Ale Asylum, the brewery now of-fers a second FVCK COVID beer, a hazy pale ale. It’s also partnering with Brew Pipeline to roll out national distribution this month. (The Restaurant Employee Relief Fund will receive $2 from every case sold.) Holding a can might not be a cure, but “it can put a brief smile on your face,” Dilba says. “We’re happy to be part of that.” ■
LEFT: The nomadic Abomination Brewing partnered with more than a dozen breweries for its virtual collaboration, Social Distancing, a double IPA. This version is from Bolero Snort Brewery in New Jersey. / RIGHT: Proclamation Ale Company’s Knock It Off double IPA echoed Governor Gina Raimondo’s warning to Rhode Islanders to take the pandemic seriously. FV
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BEERS OF THE PANDEMICSMACKED BY SHUTDOWNS, BREWERS GET CREATIVE TO PROMOTE SOCIAL DISTANCING WITH HUMOR AND STYLE
BY JOSHUA M. BERNSTEIN
B
ABOVE: Ale Asylum has released two versions of FVCK COVID, its middle finger to the pandemic. Batches of the hazy pale ale and pilsner are being sent to more than 10 states this month. / “We can’t stay six feet apart from our new IPA,” Brooklyn’s Keg & Lantern jokes about its citrusy beer. / Although Great Raft Brewing, in Shreveport, Louisiana, originally released At Arm’s Length in 2016, sales took off this year as the beer tapped the zeitgeist.
Turning inventory. And heads.
That’s Proof.
BY SOUTHERN GLAZER’S
ProofTM
Visit about.sgproof.com to find out more
26 BEVERAGE JOURNAL August 2020 www.BeverageJournalInc.com
ix years ago, the world be-came captivated by the Ice Bucket Challenge, an initiative that involved the dumping of a bucket of ice water over a person's head
to promote awareness of and raise funds for amyotrophic lateral sclerosis (ALS), or Lou Gehrig's disease. The challenge en-couraged nominated participants to be filmed getting doused and then nominat-ing three others to do the same. If the nominees either didn't comply within 24 hours or simply refused to get soaked, they would have to make a charitable do-
nation to an ALS organization. The cam-paign raised over $220 million in research funds.
Flash forward to 2020. The Year of the Pandemic. Maryland, my Maryland. Pack-aged goods stores have been allowed to open, but restaurants statewide have been subjected to some of the strictest coronavirus-related shutdowns and limi-tations around. At the same time, thou-sands of everyday heroes have been putting themselves on the front lines of healthcare, law enforcement, and com-munity service.
Enter a new challenge. The #BCLBA-MealsForHeroes challenge!
Jane Springer, Executive Director of the Maryland State Licensed Beverage Association (MSLBA) recalled, "It really just started from an e-mail we sent out to all of the members to see what they were doing to protect their customers and help in the community. We started getting information about people who were donating meals and helping to sup-port frontline workers. We started sharing those positive stories and got the idea to help out all around. Many of our liquor store members were doing fairly well, but some of the restaurants obviously were not. 'What can we do to help each other and the community?' we asked. Jeri Zink got the ball rolling."
Zink, Executive Director of the Balti-
more County Licensed Beverage Associa-tion (BCLBA), recalls that when the pan-demic started really taking hold earlier this spring, it quickly became clear how badly it was going to affect healthcare and local businesses and how dispropor-tionate the impact was going to be on restaurants.
"BCLBA members were strongly voic-ing the desire to do something," Zink said. "Liquor stores were deemed an essential business. So, they actually saw an increase in demand, whereas restau-rants had to resort to carryout and deliv-ery just to have some income to support their staff. We designed our initiative to allow the liquor stores to make meal do-nations to their local healthcare workers, but purchase the meals from local BCLBA member restaurants. So we're supporting both our healthcare heroes and also our members."
The association made it a social me-dia challenge in order to create visibility and awareness for its members' efforts. Zink added, "And also because we know our members are naturally competitive and would want to get involved if they saw their peers participating."
And participate they have! Marty Kutlik, owner of Ridgely Wines & Spir-its, remembered receiving a call "out of the blue" one day from Zink with her idea. "Genius!" he exclaimed. "Two
S
OFF-PREMISE ESTABLISHMENTS HELP FRONT LINE HEROES BY PURCHASING MEALS FROM ON-PREMISE ESTABLISHMENTS TO THEN BE DELIVERED TO HEALTHCARE, LAW ENFORCEMENT AND COMMUNITY SERVICES ... SOUND LIKE A CHALLENGE? IT WAS! By TEDDY DURGIN
CORONAVIRUS: CHAIN REACTION
Jack Milani of Monaghan’s Pub delivers meals sponsored by Quarry Wine & Spirits.
MSLBA New Logos 050703.qxd 5/10/2003 7:50 AM Page 1
Is Your Establishment a Member of the Maryland State Licensed Beverage Association (MSLBA)?
MSLBA—Representing Alcohol Beverage Licensees since 1950
MSLBA is the multicultural, go-to organization for Maryland retail alcohol beverage industry issues. No matter how proficient you are at the operations and management of your business, many factors influencing your success are outside your direct control. Your best chance for competently and successfully dealing with external forces such as legislation, regulation, suppliers, enforcement agencies and prohibition efforts, is by joining with other retailers for reputable representation through MSLBA.
Contact MSLBA for Membership Information:
Phone: (410) 871-1377 • FAX: (410) 871-2545 • E-Mail: [email protected] Please provide the following: Name of County or City Alcohol Licensing Board for Your Establishment: ___________________________ Your Name: ____________________________________ Phone: ( ) _________________________ Business Name: __________________________________________________________________________ Business Physical Address: _________________________________________________________________
Is Your Establishment a Member of the Maryland State Licensed Beverage Association (MSLBA)?
MSLBA—Representing Alcohol Beverage Licensees since 1950 One of Many Achievements - "MSLBA has kept the playing field even" for independent alcohol beverage retailers by repeatedly defeating chain store legislation
MSLBA is the multicultural, go-to organization for Maryland retail alcohol beverage industry issues. No matter how proficient you are at the operations and management of your business, many factors influencing your success are outside your direct control. Your best chance for competently and successfully dealing with external forces such as legislation, regulation, suppliers, enforcement agencies and prohibition efforts, is by joining with other retailers for reputable representation through MSLBA.
Contact MSLBA for Membership Information:
Phone: (410) 871-1377 • FAX: (410) 871-2545 • E-Mail: [email protected]
Please provide the following: Name of County or City Alcohol Licensing Board for Your Establishment: ____________________________ Your Name: _____________________________________ Phone: ( ) _________________________ Business Name: ___________________________________________________________________________ Business Physical Address: __________________________________________________________________
“We’re all in this together and together is the best way to get through this.
That’s what MSLBA is all about.”
good deeds at once. Jeri had BCLBA challenge Ridgely Wines & Spirits to buy lunch for one of the Saturday afternoon shifts at St Joseph's Hospital in Towson [approximately 55 lunches, as it turned out]. My preferred on-premise colleague to perform the catering was Casa Mia's of White Marsh. As we accepted and met the challenge, we then tossed the next challenge to Cranbrook Liquors to do the same."
He continued, "From there, the chal-lenges continued. Jeri coordinated. She kept it going! Last I heard, other coun-ties wanted to duplicate the initiative. It doesn't get any better. And while there are many opportunities throughout the year as an off-premise licensee to give back to the community, this was very timely and particularly gratifying."
Joe Carolan of Casa Mia's said his es-tablishment was delighted to be part of the #BCLBAMealsForHeroes challenge. "Our philosophy is always to give back to the community in a time of need," he remarked. "When we realized the amount of time and dedication healthcare work-ers were performing, it was natural for us to donate crabcakes."
The initiative did indeed expand to other Maryland counties, chiefly Anne Arundel. Becky Ebner of the Anne Arun-del County Licensed Beverage Asso-
ciation (AACLBA) remarked, "We kind of copied BCLBA's challenge, but changed it up a little bit and called ours the 'AA-CLBA Support for Heroes Challenge,' be-cause some of our establishments made other donations besides meals to hos-pital workers. AACLBA does not have a Facebook page, so we used the MSLBA Facebook page to post the challenges. The association president, Joe Gray from Festival Wines & Spirits, started by do-
nating meals and then he challenged the next person."
That next person was Kim Lawson of Fishpaws Marketplace. She got particu-larly creative and opted to give the gift of the grape. "We sent 175 gift bags with a bottle of Pinot Noir and a box of Wock-enfuss chocolates to Baltimore Washing-ton Medical Center Critical Care/Covid Unit doctors," she said."We were indeed challenged by Joe Gray at Festival, and
The IMC Unit of MedStar Franklin Square Medical Center is very appreciative of the crab cake platters prepared by Costas Inn and paid for by Drug City Liquors.
COVID BUSTER PRICING
1 CS-$80 / 3.33 BOTTLE 3 CS-$70.50 / 2.94 BOTTLE
Ask your OPICI rep for details: 800.562.3771
Case of 24-200 ml 7% ABV28 BEVERAGE JOURNAL August 2020 www.BeverageJournalInc.com
we forwarded the challenge to Bay Ridge Wine & Spirits."
David Marberger, owner and opera-tor of Bay Ridge Wine & Spirits, stated, "We accepted the challenge and donat-ed $1,000 to the Anne Arundel County Food Bank. We didn't do it to benefit our-selves. We did it more as a service to the community. There are a lot of people who have lost their jobs -- a lot of restaurant employees, a lot of hotel workers, a lot of service industry people -- and they've needed to take advantage of such so-cial services. The food banks are getting decimated. If we could help restock those food banks in some way, shape, or form, we thought that would be a good thing."
Not to be outdone, Hops & Vines proprietor Amrish Vyas donated 33 res-taurant gift cards totaling about $1,000 for the month of May and June each (66 gift cards total) to the various "Healthcare Heroes" that live in his store's immedi-ate area of Piney Orchard. "We bought gift cards from our neighbor -- Mamma Roma, an Italian eatery -- to help them out in their business during these chal-lenging times," Vyas noted.
Vyas' friend and colleague Bimal "Bill" Katwala of Sun Valley Liquors also rose to the challenge, "I have provided
100 meals to the staff of the COVID-19 floor at University of Maryland Baltimore Washington Medical Center in Glen Bur-nie. We had also donated $900, which was the proceeds from selling hand sani-tizers to Maryland Food Bank."
Ebner credited Dan Donnelly and his staff at Donnelly's Dockside in Arnold, Md., for getting the meals organized for the different departments at the hospitals and delivering them. Julianne Sullivan, operator of Bella's Liquors, also gave high marks to Donnelly's Dockside in helping her provide crabcake meals to five differ-ent first responder locations in her store's area. "We provided our meals to the Ar-nold Volunteer Fire Department, the U.S. Naval Academy Fire Department, the De-partment of Natural Resources, and Mary-land state police at the Bay Bridge and the Cape St. Claire Volunteer Fire Depart-ment. We also had a box for customers to drop off hand-written cards, letters, or store-bought cards, and we gave them to the first responders we served."
Paul King from King Liquors in Balti-more stepped up and furnished meals for the COVID-19 unit at MedStar Franklin Square Medical Center in Rosedale. His reasoning? "I know in an emergency, pan-demic, or any other situation, the staff at Medstar and all of the first responders will be there for all of us."
And for the various packaged goods store owners and restaurant operators, the benefits went far beyond just "feeling good." According to Zink, "It's created substantial recognition of what we've al-ways known: that local businesses like to give back. By creating this as a social me-dia challenge, we're able to leverage the followers of all of these restaurants, liquor stores, and even hospitals, who are all sharing and commenting on each other's posts. For example, one picture of Casa
Mia's crabcakes generated thousands of impressions. So now thousands of people recognize how delicious their crabcakes look, but also that they're dedicated to their community."
Casa Mia's Carolan concurred, add-ing, "Many of the healthcare workers were already existing customers. We received many calls thanking us, which also helped boost employee morale. Responses from our crabcake picture on Facebook re-ceived over 3,000 views, as well."
Sullivan of Bella Liquors has also taken full advantage of social media. "We post-ed pictures of some of the men and wom-en we served on Instagram and Facebook and received a ton of positive feedback from our customers and the first respond-ers we served," she noted.
Vyas and his staff also got back just as much from the community as they gave to it. "Although we did this simply out of our need to be a good member of the community," he said, "we have gotten countless 'Thank You' notes and appre-ciation messages for doing what we did. We are proud and happy that, at this time of need, we were able to help."
Zink concluded, "It’s also brought awareness to something that is pretty unique to local businesses, as opposed to the big chain retailers. Local busi-nesses are really a part of their communi-ties. They understand their communities' needs in a way that big chains just aren't set up to understand. The restaurants have also been very appreciative of the business, but they would have been in-volved even if it wasn't benefiting them. For instance, when I called Bill's Seafood, and told him about the initiative, he said, 'Sign me up! How much should I donate?' And I said, “No, Bill, this is to benefit your business, as well! We’re paying you for the food!" n
Kim Lawson of Fishpaws Marketplace sent 175 gift bags with a bottle of Pinot Noir and a box of Wockenfuss chocolates to Baltimore Washington Medical Center Critical Care/Covid Unit.
