Hotel News

BITAC® Events!Food & Beverage Jan. 25, 2015 More Info Sold Out for Suppliers

Luxury North America Mar. 08, 2015 More Info Sold Out for SuppliersTech & Operations Apr. 26, 2015 More Info 9 Supplier Spots Left Top Rated Events

Search ie: 'Headboards ' or 'Conditioner' Are you a member? Log In or Sign Up

Membership

Features

Virtual NetworkFind Hospitality Suppliers

The Radio ShowThis Week in Hospitality

Follow us on Twitter@hotelinteractiv

Email Article Printable Version

Serving Up World Class Cocktails, World Cup StyleTake advantage of this major opportunity to increasebeverage sales during the World Cup. Here’s some greatideas.Thursday, June 19, 2014Francine Cohen

bookmark this

We are on Twitter@hotelinteractiv

They can call it futbol, football, footie,or soccer and cloak themselves in theirhome country’s colors or embrace thebright yellow, green and blue of WorldCup host country Brazil’s flag – but hotelguests (and staff) everywhere are gagafor this month-long international matchup that comes around once every fouryears and inspires national pride on thepitch and off.

While for the avid soccer fan it mayseem as if the world stands still whentheir team is playing, the truth is thatlife keeps on moving and with it thetravel and hotel business. The World Cup is one of those singular sporting events that brings the world togetherwith billions glued to televisions (versus the millions that tune in for events like the Super Bowl and the KentuckyDerby) and fortunately, for the hotel industry, they have to stay somewhere. And they need to watchsomewhere too; which is where hotel bars spring into action, capturing an attentive audience that is prone tostay for hours…and spend.

All styles of resorts and hotels share one thing every four years – the ability to show the game and concoctinternationally themed cocktails that boost F&B revenue during World Cup. This is true even for traditionalistslike New York City’s Waldorf=Astoria which sits firmly on Park Avenue in all its elegant and civilized glory, butadmits to now and again turning tradition and quiet civility on its head.

The Waldorf’s Executive Chef David Garcelon notes, “Though we do not typically feature televisions, we domake exceptions for major sporting events such as the Super Bowl and US Open. As the World Cup hasbecome a global phenomenon, and we cater to an international clientele, we know our guests would enjoybeing able to have the games available for viewing. We will be featuring Frank Caiafa's specially crafted WorldCup cocktail along with a special item on the Peacock Alley menu - Brazilian Banana and Black BeanEmpanadas."

Caiafa’s signature game cocktail “World Cup” features Avua Cachaça Amburana, an artisanal aged Cachaçathat rests in barrels made from the indigenous South American wood, Amburana. In addition to featuringCachaça as the base spirit Caifa turned to other teams in the competition for inspiration for this drink whichalso includes Sauternes and Luxardo Maraschino Liqueur.

He says, “Since Brazil is hosting the games this year, using their national spirit, Cachaça, was an easy call.Also, I tried to bring together as many countries into it as possible while I incorporated unique and wide rangingcomponents which would result in a refreshing and memorable summertime cocktail. For the summerespecially – sauternes pairs well with the Amburana, and I think the grapefruit juice helps that along.”

There’s likely some grapefruit juice being squeezed at the Westin Diplomat Resort & Spa, where games areshown in the lobby bar of the hotel (Bar Su), the pool side bar (Splash) and Rivals restaurant (which features32 HD TVs throughout the restaurant). The hotel knew it was important to both guests and staff that the gamesbe on. Ricardo Assuncao, Director of Restaurants and Bars, comments, “We do see an increase in traffic in ourrestaurants and bars during sporting events. Currently with the NBA finals and the Miami heat looking for a third

championship win, traffic in the Rivals restaurant has increased significantly both from internal and externalguests.”

Lodging Kit / SLXHospitality

Electric Mirror

LodgingEconometrics

Safemark Systems

Simmons HospitalityBedding

Speakman

Garnier Thiebaut Inc

Bartech Systems

Stroud Group

Vantage Hospitality

Samuelson Furniture

Kravet Contract

Tile Redi USA, LLC.

DIRECTV

Member Log In

E-News Sample

Sign Up - Free

Home Page

Article Library

Member Polls

Event Calendar

Member Feedback

Contact Us

converted by Web2PDFConvert.com

guests.”

He continues, “At the Westin Diplomat many of our guests are international, many from South America &Europe and soccer is the most watched widely viewed sporting event in the world. This is a competition thattakes place every four years so a lot of momentum is built up. Also, we have a multi-cultural staff in our hoteland many friendly competitions amongst the staff.”

The staff at the Westin Diplomat aren’t the only ones getting into the spirit of the games. On Virgin Gorda at theBiras Creek Resort, televisions are set up in an open air lounge and specialty drinks inspired by Latin Americanflavors that include rum and sparkling wine are served alongside complimentary snacks. General Manager CraigStolzenfels, shares, “Our team is closely watching the games and we are running a friendly competition withbrackets (no money is involved!).”

Across the world, at the The Rome Cavalieri Waldorf=Astoria Hotels & Resorts, they normally compete with thePope for audience attention, as they are the closest luxury hotel to the Vatican City, but soccer fever has takenover and they are fairly certain plenty of attention will be paid to the maxi screens set up for great gamewatching and all eyes will also be on the whole line of cocktails which has been created especially for thissporting event. The hotel’s head bartender plans to position a copy of the brand new World Cup menuprominently on the tables of the different bars and venues across the property.

A property like the Westin Diplomat, which opens up multiple venues for World Cup viewing, knows that atevery turn they want to capture the hearts, minds, taste buds, and wallets of both their guests and their liquorbrand partners. Shani Hayes, Lead Bartender, has a menu of World Cup related drinks that are tied directly toBrazil.

Hayes explains how they came up with the specialty menu featuring six international cocktails, “[The drinks are]made with Brazilian Acai berries with a twist to best represent each country’s palate. The chef will also pair afeatured food item based on the team’s country’s food culture. The consensus was to use a spirit madepredominately out of Acai berries. Acai is also considered a Superfoods fruit which ties in to the Westins corevalues “Eat Well.” In this case drink well.”

Getting the Acai spirit, in this case Veev, into the well and onto the menu so guests take note is all about apartnership as Hayes comments, “We believe the more knowledge we have the easier a product is to sell. Wehave partnered with Veev Spirit, which is made predominately with Acai berries from Brazil and super premiumIdaho winter wheat. Additionally, sustainability is extremely important to us and Veev certainly met thesecriteria by being a carbon neutral spirit. Veev spirit is supporting Rivals Waterfront Restaurant by providing aneducation seminar, all printed collateral, world cup branded glassware and staff incentive prizes. It going to bea fun two weeks.”

The fun doesn’t have to end after the games do. Hayes notes, “Big sporting events often draw more guests in;we have added value to our guests by offering happy hours special at the beginning and end of our restauranthours. This has helped turn many external guests into repeat customers.”

Caiafa knows that the seemingly out-of-place-in-Peacock Alley television sets at the Waldorf initially may drawin customers but it’s the tasty and timely cachaça drinks, and fellow fans, that keep them coming back. Heconcludes, “It’s a different crowd when you build a crowd that gets into the game - the full room on a regularevening is a full room with little groups, but when they are all there for a reason the room takes on a differentvibe. You can spot the televisions from the lobby and so, even if you have a passing interest in the games all ofthe sudden, because of its proximity, it is compelling. They are pleasantly surprised that we have the televisionas they were planning on going elsewhere; but they are happy to stay. And then they come back for the nextone because they know you’re there.”

Try these recipes to get you started:

World CupBy Frank Caiafa (Waldorf=Astoria New York)1.5 oz. Avua ‘Amburana’ Cachaca1.5 oz. Sauternes.75 oz. Freshly squeezed Grapefruit Juice.25 oz. Luxardo Maraschino Liqueur2 dashes Regan’s Orange Bitters

Add all ingredients to mixing glass. Add ice and shake well. Strain into freshly iced Old Fashioned glass.Brandied Cherry for garnish.

Biras Creek Resort

O Árbitro (The Referee)1 oz. of Bacardi Rum

Lemongrass bush tea Brown sugarDash of Midori liquor

RLHC

Knickerbocker BedFrame Company

DECOLAV

Torn Ranch

Refinishing Touch

Wendover Art Group

DreamLine

KoniTV

Interior Image Group

Showtime

INNCOM byHoneywell

OSP Hospitality

ABVI

Northern FeatherCanada Ltd

Front of the House

Global A llies

converted by Web2PDFConvert.com

Dash of Midori liquor1 oz of Pineapple juiceCarbonated with 1 oz. of sparkling wine(Cocktail’s color and garnish reflect colors of Brazilian flag)

F&BFollow us on Twitter @hotelinteractiv

Credit

Francine Cohen Associate EditorHotel Interactive® Editorial Division

Bio: Francine Cohen is hotelinteractive.com’s editor. She covers the notable people, news andtrends that make the hospitality world so vibrant. Recent guest judge appearances at the CapeMay Food & Wine Festival Iron Chef competition and Saborea Culinary Festival in Puerto Ricohave led to ongoing speaking engagements. ... more

Messaging & FeedbackWe welcome your opinion! Log In to sendfeedback.

Already amember?

Log In

Not yetregistered?

Sign Up

Need MoreInformation?

Benefits

Global A llies

Lexington

Kalisher

RSS Feed

Policies Contact Us

Mobile Version

converted by Web2PDFConvert.com