Market Watch, December 2020

DECEMBER 2020 MARKETWATCHMAG COM MARKET WATCH 69Bar FocusedWith the majority of Gerber Groups revenue coming from beverage alcohol its no surprise that creating and maintain ing innovative bar programs is critical to the companys success Most of Gerber Groups drinks sales come from spirits and cocktails which comprised roughly three quarters of total beverage revenue before Covid 19 followed by wine and beer Classic cocktails get a lot of attention at Gerber bars and each venues menu has a classics section as well as one dedicated to seasonal and creative house cocktails While offerings vary by concept and location a few clas sic drinks remain consistent across all locations The compa nys signature GG Manhattan is found on most menus and mixes Woodford Reserve Bourbon with Carpano Antica Formula sweet vermouth and Angostura Aromatic bitters Meanwhile Gerbers top selling drink company wide for the last two years has been its Old Fashioned made with Old Forester Bourbon Angostura Aromatic and Regans No 6 Orange bitters and house made Demerara syrup the Old Fashioned is 16 at Mr Purple in New York City Our guests get excited over our cocktail program says Vincent Mauriello Gerber Groups managing partner and director of operations who focuses on beverage and food The beverage program is a huge portion of our business and our success The classics are a lot of what we do right now but we like to make sure we have a well balanced menu that offers all different types of spirits Tequila cocktails are popular these days and Casamigos gets major play at all Gerber venues because of Randes association with the brand One of the companys recent hits is its Spicy Paloma 16 at Irvington Bar Restaurant made with Casamigos Blanco Tequila Thai chile infused Aperol aperitif grapefruit juice and grapefruit soda Gerber Group also offers a variety of Margaritas made with Casamigos and lists the Phils Predic tion 15 at 12 Stories in Washington D C comprising Patrón Silver Tequila Dolin Blanc vermouth muddled cucumber honey and lime juice at several venues Mauriello says lower alcohol drinks are also in high demand especially in the warmer months and to that end he offers a range of Spritzes which he expands for spring and summer In addition Scott notes that hard seltzers continue to rise especially at the rooftop bars and he anticipates that the cate gory will continue to shine For wine Gerber Group emphasizes glass pours generally list ing roughly 15 selections at each bar Wines span whites reds and rosés and the lists generally offer one label for each of several varietal types Mr Purple pours Castello di Gabbiano Promessa Pinot Grigio Sonoma Cutrer Russian River Chardonnay Lyric by Etude Pinot Noir Alamos Malbec and Stags Leap Cabernet Sauvignon glass pours are 13 25 at Mr Purple Beer programs vary by location and craft labels get a fair amount of attention Along with big names like Heineken Stella Artois Corona and Budweiser most of the venues offer a proprietary IPA produced by Captain Lawrence Brewing Co The bars generally have a handful of taps and also offer bottles and cans beers are 7 9 at The Crown in New York City While each Gerber venue has its own cocktail menu certain staples such are found at multiple locations At the Hotel 50 Bowery in New York City newly renovated The Crown left offers the flagship GG Manhattan right along with a Casamigos based Margarita GERBER GROUP VENUESNew York City Mr Purple Hotel Indigo Lower East SideThe Campbell Grand Central TerminalIrvington W Union SquareThe Crown Hotel 50 BoweryWashington D C 12 StoriesAtlanta Whiskey Blue W Atlanta BuckheadMW1220_