Issue link: http://digital.copcomm.com/i/661678
april 2016 / the tasting panel / 89 into his tenure as National Manager of Beverage Operations for Logan's Roadhouse based in Nashville, TN, Craig Howell has his sights set on two things: quality and consis- tency. At the heart of this venture is Ole Smoky Moonshine, the Tennessee-based distillery rich in the history of Appalachian bootleggers. With over 20 years in the food and beverage business under his belt, Howell brings to the Logan's Roadhouse lineup of over 230 locations a fresh new focus on their cocktail program, integrating Ole Smoky Moonshine as a key part of the guest experience. Both Logan's Roadhouse and Ole Smoky are headquartered in Tennessee, so it's not a surprise that these two are a match made in the heavenly fog of the Great Smoky Mountains. "It's our 25th anniversary, and we're going to change things up quite a bit," Howell explains. "We're utilizing a lot of fresh ingredients and premium products." Howell believes a return to fresh and natural ingredients will be key to 25 more years of success for Logan's Roadhouse. With over 15,000 team members as a part of the Logan's Roadhouse family, "The name of the game is consistency and innovation," Howell says. "It's important to give our team members the proper tools to do the job." A new recipe guide and manager-directed site training on proper pours and jiggers will be integral to the consistency that Howell is after. If the bootleggers of old (or new) had time, they surely would have made corn vodka instead. But timing was of the essence in the moonshine trade—distill it once, get as big a yield as possible and sell it off under the nose of whatever local lawman was stuck in your craw. Today's moonshine, and particularly Ole Smoky Moonshine, is a cleaner, more neutral and workable spirit. Howell loves the versatil- ity of Ole Smoky White Lightnin', as evidenced by the simplicity and cre- ativity of Logan's "Moonshine Margarita," made with aforementioned White Lightnin' and Gran Gala. Roadhouse Teas—"Logan's feisty versions of a Long Island Iced Tea made with Ole Smoky White Lightnin' Moonshine"—are staple Logan's Roadhouse cocktails served in Mason jars. In order to feature the creativity of the Logan's Roadhouse bartending team, Howell has originated a Roadhouse Tea contest. "We'll give our bartenders very light parameters to create an original Roadhouse Tea," Craig explains. Three finalists will then be asked to share their creations at the upcoming Logan's Roadhouse General Managers' Conference, where a winning Roadhouse Tea will be chosen. The finalists' teas will be voted on by the gen- eral managers, and the crowned cocktail will live on a featured cocktail menu, highlighting the bartender and his or her location. Howell also has plans to use yearly contests such as this one to generate a library of seasonal cocktails. While in the early stages of a new cocktail list for Logan's Roadhouse's 25th anniversary, Howell's excitement for the new program is evident. "We're working on a barrel-aging program and infusions as well as a frozen cocktail," he says. Their Culinary Innovations Center has been hard at work creating new uses for Ole Smoky Moonshine to complement the Ole Smoky products already featured on the food menu. Their "Moonshine Glaze" and "Moonshine BBQ Sauce" are heavily utilized throughout their food offerings; the menu is then rounded out by their "Moonshine Bread Pudding with Moonshine White Chocolate Sauce" for dessert. Howell wants to see more emphasis on cocktail and food pairing, and with a new focus on Ole Smoky Moonshine on his renewed cocktail list, it's most definitely a shoo-in for success. Logan's Roadhouse is in the early stages of a complete rebranding, and, while daunting, Howell is game for the challenge. "Our goal is to give our brand that's 25-years-old renewed relevance," says Howell, who believes that one way through the door of relevance is by inviting in a newer, younger crowd. "Millennials aren't afraid to try new things, but they want quality," he explains. Logan's wants to be the kind of place you can bring your parents, a first date, celebrate an anniversary, or just because it's a day that ends in "y." "There's no dress code," Howell says; "That's why we pair so well with Ole Smoky—we're both unpretentious; we're both come-as-you-are." the proper tools to do the job." A new recipe guide and manager-directed site training on proper pours and jiggers will be integral to the consistency that Howell is after. If the bootleggers of old (or new) had time, they surely would have made corn vodka instead. But timing was of the essence in the moonshine trade—distill it once, get as big a yield as possible and sell it off under the nose of whatever local lawman was stuck in your craw. Today's moonshine, and particularly Ole Smoky Moonshine, is a cleaner, more neutral and workable spirit. Howell loves the versatil ity of Ole Smoky White Lightnin', as evidenced by the simplicity and cre ativity of Logan's "Moonshine Margarita," made with aforementioned Craig Howell—National Manager of Beverage Operations for Logan's Roadhouse based in Nashville, TN—oversees the beverage program of their over 230 locations. PHOTO: BROCK SLAGLE A mere eight mons