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Bartender Follow Up

June 8, 2011 1 Comment

Looks like the last posting on “What’s in a name – Bartender vs. Mixologist?” got some folks annoyed. Most of the people I heard from were anti-mixologist terminology in sentiment.

(By the way, see the word ‘comment’ at the top of the post, beneath the headline? That’s so you can put something up directly without sending an email. Anyway, happy to hear from you.)

Here is a sample of the comments:

Ray Foley, publisher of Bartender Magazine, wanted me to know that in a recent survey he took of his readers, more than two-thirds described themselves as a bartender. As Ray put it, it depends on the questions and the sample of those who participate. But I love this line he used in the email, “I never heard anyone at a bar say ‘Hey Mixologist’ can I have a drink?”

Kyle Branche, a professional/private bartender from LA who has a blog at www.LABartender.wordpress.com, feels that “there are…individuals saying they’re a so-called or self-titled ‘Mixologist’ just so they can take advantage of a wave…as a cocktail personality…without any actual experience behind a live bar.”

And, this one from a good friend who knows very little about the alcohol industry and, other than an occasional libation, could care less – “I’ve never heard or saw the term mixologist before… And I actually think that it is one of the dumber things I’ve ever heard.”

Any mixologists out there who care to step in?

What’s in a name — Bartender or Mixologist?

June 2, 2011 No Comments

Some folks I know are planning a multi-client research service to measure and understand the views of the key players in the alcohol industry – bartenders, wait staff, sommeliers, servers and on premise management.

The project will be run by Kevin Moran from MSS, Multi-Sponsored Studies LLC with extensive experience in the spirits and wine industry and Paul Braun owner of Braun Research Inc. a leading data collection company with a broad panel of people “behind the bar.” Together they are launching a syndicated extension to their powerful on premise multi-sponsored research and solutions service.

To start the ball rolling they polled the bartender database on a number of key and timely issues. The first one I wanted to share was the question of whether the term mixologist is taking hold.

Moran and Braun surveyed 500 bartenders from a national sample that reflected gender, geography, type of establishment and so on. They asked two questions related to bartender vs. mixologist – how do on premise people describe themselves and whether the term mixologist is here to stay or a fad.

Nearly half (48%) of the bartenders surveyed described themselves as a bartender. But, a third (33%) referred to themselves as a mixologist. Interestingly, the rest – 20% — saw themselves as bartenders who want to become mixologists. So while the self-descriptions split 50/50, it seems that the term mixologist has taken hold. For many, it’s becoming an aspiration.

If you have any doubts, here are the results of “Is the term mixologist a fad that will go away in the future or a real change in what bartenders do and will grow in importance?”

Nearly 2 out of 3 (64%) of those surveyed felt that the term mixologist is here to stay and reflects their changing role. By the way, those who live and work in the western States supported the permanence of the term at the 72% level.

My takeaway from this finding is that too often manufacturers think in terms of the “star” factor and feel that the creation of drinks and cocktails can only reside among a few. Guess what, more and more bartenders seem to be embracing the idea of creating a drink in addition to just serving it.

Maybe its just nomenclature, but I detect from these results and personal experience that bartending as a “way station” or day job while waiting to be discovered is giving way to a broader view of the profession. The idea of quickly making and serving drinks does not preclude the ability to create — quantity and quality of effort are not mutually exclusive.

I think suppliers might want to reexamine their notion of the power behind the bar.

Next: Views about the 3-tier system.

How Not To Choose A Brand Name

May 31, 2011 No Comments

Call it Pig Swig.

Ad Age reported last week that the Piggly Wiggly supermarket chain is launching a line of store brand beers under the umbrella name of Pig Swig. The line up consists of “craft style” beers – Pig Tail Ale and Pig Pen Pilsner. I suppose if your company is called Piggly Wiggly you might as well go “whole hog” (sorry about that) and name your store brands accordingly.

But I must say that charging $6.99 for a 6-pack is more than a bit piggish. (Okay I’ll stop.)

A number of retailers have launched private labels/store brands but managed to name the products intelligently if not creatively. Supervalu has Buck Range Light selling at Albertson’s and other stores in the chain; Walgreen sells Big Flats; and 7-Eleven sells Game Day beer. Costco uses the Kirkland name as it does on spirits and Kroger calls its beers Tap Room No 21 and Port Republic.

The Ad Age article also reports (via Nielsen) that private label beers account for only $23.6 million out of the total beer category of $27.4 billion. But, store brand sales are up 41% the past year versus 2.3% drop in branded sales.

That must be the inspiration for Piggly Wiggly to come up with ads and slogans telling consumers to “get your swig on,” “put some pink in your cheeks” and my favorite – “toast of the trough.”

I don’t know if it’s still around but there was a Malt Scotch Whisky called Sheep Dip. Think of the name applied to the Pig Swig line. I even have the slogan – “come wallow in our beer.”