The Problem with Whiskey Lists - A Rant
Why guests don’t care about your whiskey list.
A decade into the millennial “whisky boom,” the neighborhood Bourbon Bar has become commonplace. Each newly opened bar features 300+ American whiskeys, proudly touted as “bourbons,” whether or not they are, in fact, bourbons. (Many of these bottles are ryes, blends, or other whiskeys, but that's a rant for another day.) As consumers, we have never faced so many choices at our local bars and restaurants. For owners and operators, though, that expansive whiskey list can be a money pit waiting to devour your beverage program’s profits.
To feature 300+ American whiskeys on a list is not unique since today’s market is saturated with whiskey brands and labels. In some states, one distributor can match that many bottles on your opening order. For example, if you order every available bottle from Jim Beam, excluding the limited editions, you can order approximately 18 whiskeys, plus 10 seasonal releases, in addition to 8 whiskey-based liqueurs. Reaching 300 on a whiskey list is not the impressive goal it used to be. Many establishments now pad their lists with filler, i.e., the kinds of whiskey consumers can purchase at their local liquor stores. But there is little incentive for your whiskey-savvy guests to spend their money on filler unless you can offer them a price break—which comes at your expense.
Whiskey isn’t décor, it’s revenue.
A successful whiskey list should move its bottles effectively to recoup overhead expenses and back bar space. The best way to accomplish that goal is to invest in staff training; after all, your staff is your best asset when it comes to selling your products. Would you expect your guests to flip through a 300+ wine list without the aid of a sommelier? Of course not. Your whiskey-drinking guests should not be left at the mercy of an untrained staff member who “doesn’t drink bourbon” or cannot answer questions about it.
I am not suggesting every venue needs a “whiskey sommelier”—or whatever title we’re using this year. I am, however, suggesting your staff needs beverage training on American whiskey basics for you to recoup the thousands of dollars your bar spends buying new whiskey releases. Your staff should be able to: 1) know the major whiskey-making companies, their brands, and their US-based distilleries; 2) understand traditional mash bills and flavor profiles; and 3) make 3-4 whiskey recommendations per category and price point. When your staff knows more about the product, your business can sell more product. Your whiskey list should not be part of your bar’s décor; instead, the list should be a substantive source of sustained revenue, and your staff should be in on the game.
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