Issue link: http://digital.copcomm.com/i/844641
july 2017 / the tasting panel / 69 with a beer," says Engstrom. Ruhland adds: "There are many different reasons that you may visit Buffalo Wild Wings, and we want to ensure that we have a delicious bever- age that fits each and every occasion." Andrea Benzschawel, Beverage Director for Buffalo Wild Wings, is charged with the sizeable task of creating and maintaining the cocktail list. She's eager to express Ole Smoky's potential within the overall brand. "We believe the Mango Habanero Whiskey will do extremely well at our restaurants," she says. "The sweet-heat flavor profile is something our fans are interested in and familiar with from many of our 'Sauce Lab' sauces, as well as other signature cocktails. We plan to feature this whiskey in at least one signature cocktail this fall and antici- pate it being a success." This means it will land on the cocktail list just in time for the 2017 football season and run through the "Big Game," making it a great addition for all the football action. "It will also be highlighted across various marketing communication vehicles in and out of restaurant," adds Benzschawel. It's the combination of deep tradition and the desire to push boundaries of innovation that makes Buffalo Wild Wings and Ole Smoky a great partner- ship. "It is important for us to stay true to our roots yet explore new ways to create unique experiences for our fans. The excitement around the Ole Smoky brand is unparalleled—they're pioneers in the category," says Ruhland. "By offering Ole Smoky Mango Habanero Whiskey, we're bringing something new that our guests are sure to love." Buffalo Wild Wings' reach is far and wide, so uniformity is paramount. "In order to provide our fans with consis- tency at each location, and in order to promote signature cocktails across the country, we have a beverage team that is responsible for creating our national cocktail menu," says Benzschawel. However, she adds, flexibility is also necessary. "There are regional vari- ances that exist to ensure we remain locally relevant, but our base offerings are the same across the country." With approximately 40,000 employees around the globe, Buffalo Wild Wings makes sure that train- ing remains a major focus within company-owned and franchised locations. "We try to focus on two major cocktail-menu updates each year—spring and fall—to minimize the number of new items that our bar team has to learn throughout the year," says Benzschawel. "We then try to highlight various cocktails and offerings from the two menus to help draw attention and interest in our beverage menu, ensuring that our restaurants have the tools they need to consistently execute the beverages we offer." Ruhland expects this strategy to lead to continued success for Buffalo Wild Wings. "We are focused on extend- ing our unique approach—which is fixated on the social, entertainment and sports aspects of dining—to population-dense urban locations, smaller-footprint restaurants and into the takeout and delivery business," he says. "We look forward to the future of this dynamic brand." Be sure to look for Ole Smoky the next time you make your way to Buffalo Wild Wings. Master Distiller Audie Kear produces Ole Smoky's whiskey. PHOTO COURTESY OF BUFFALO WILD WINGS Buffalo Wild Wings' Vice President of Marketing Bob Ruhland.