Len Panaggio, Beverage Consultant
‘I’m so glad I live in a world where there are Octobers.’
-L. M. Montgomery
By Len Panaggio
Well, it’s here, the month I revel in writing about: October! If you’ve been a reader of this column, you’ll know I am big on Oktoberfest beers. There are myriad choices these days, from local breweries to the big guys, but Sam Adams does a nice job of creating a beer that is very close to the originals from Munich. Oktoberfests seem to be released earlier and earlier every year; I had my first two in August, one at George’s of Galilee and the second one at Oak Hill Tavern. Both were perfect!
October also brings us Columbus Day weekend, which offers businesses a nice three-day stretch from Oct. 11 through 13. It’s also a weekend when we start thinking about closing down outdoor bars, modifying hours and, in some cases, closing down completely for the winter. Also on the calendar is Halloween, which is mostly for children, but many venues offer themed nights, costume parties and other festivities on Oct. 31 geared toward adults—especially adults without children. This year it is a Friday night and, for those not getting into the spirit, the night tends to be slow, as those with kids are out trick-or-treating or passing out candy.
Speaking of treats, let’s talk consumption. October is typically the month that adults start enjoying pumpkin beer, hard cider and brown liquor (perhaps even as they’re taking the kids trick-or-treating!). However, as we have all seen firsthand, alcohol sales are down considerably. The pandemic binge has long since passed and either this is a shift back to center or a trend that might be here to stay for a while. We’re also seeing a generational shift, with Gen Z drinking less than its predecessors.
Depending on the data source, overall sales are down about 6%. As operators, we need to somehow fill that void. Certainly, one bright spot is that all three categories—beer, wine and liquor—have been producing and selling nonalcoholic products with great success, especially the beer category. I ask many bartenders at many different places how their nonalcoholic sales are doing. In some places, sales are through the roof. In others, it’s lukewarm. But the trend is not going away, and if you don’t currently have nonalcoholic offerings from one of the big three categories, you are missing out.
Mocktails are also gaining popularity—all you have to do is look at a restaurant’s drink list and see how much real estate this category is taking up. Originally made popular by health-conscious millennials, Gen Z habits have really been driving sales as of late. One comment I hear from many bartenders is that customers are complaining about the price of mocktails. Some operators are charging entry-level cocktail prices for these spirits-free creations. In my opinion, this is not a good pricing strategy, as consumers are savvy and know that when the cost of a nonalcoholic beverage rivals that of a cocktail, the perception is that they are being taken advantage of. This leads to alienating and often losing good customers. I suggest a good look at your mocktail list and pricing … be prepared and plan accordingly, as Dry January is on the horizon.
As always, there’s a lot to consider as you work to deliver a great experience to your guests. And a parting thought on Oktoberfest beers: they should generally say “Auf Wiedersehen” by Columbus Day weekend. Think ahead and get those beers selling and out of your inventory. And, of course, prepare for the advent of all things pumpkin.
Prost!
Len Panaggio’s career in food and wine spans more than three decades as an owner and as a beverage director at some of the top restaurants in Rhode Island. Currently a hospitality consultant, Len is a graduate of the University of Rhode Island and has attended the Culinary Institute of America Master Sommelier program and the Sterling School of Service and Hospitality.
