The Tasting Panel magazine

October 2014

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122  /  the tasting panel  /  october 2014 WHAT'S NEW and wine. "To me, the facility allows us to create an experience for people that they can't get anywhere else. People are used to talking about wine and spirits in a bar or restaurant; however, get- ting them into an office building, then giving them this experience is like nothing I've ever been a part of," says McNamara. "This is changing the experience for our buyers and in turn helps them think about ways to change their guests' experience." McNamara's point that guests want what they can't get anywhere else is key to why the Mixology & Training Center has become such a hit. It's like a mixology think tank with technology that features screens that showcase rolling graphics and images behind the bar while mixing and pouring happens. The layout of the room helps illustrate real world guest experiences. "In the Mixology Center we have the latitude to do what we think is in the best interests of our clients and our company before an idea is presented to guests," says McNamara. "I have a number of roles, and Premier allows me to chase my goals by being creative with those roles. They have invested in tools like this lab to help me change the experience of our own associates, our clients and consumers." For Nistico, the Mixology & Training Center is also a place to sharpen his creative strengths. He takes pride in research and development, gleaning an understanding of beverage trends worldwide. "I wake up every morning with a passion to get better, smarter and continue to create and innovate, and that includes developing custom demos of cocktails made to fit, based on theme, cost goals, bartender ability and location demographic," says Nistico. "Opening a restaurant or bar is life consuming and very draining—trust me I know—so this space allows us to help GMs and beverage directors who are often spread very thin to focus efforts elsewhere while we deliver a turn-key, unique and, most important, profitable beverage program." Nistico says the materials available in the Mixology & Training Center are a mixologist's dream, with every resource and piece of equipment any bartender and/or chef could desire, from the most advanced cocktail concept bars to small family-owned bars and restaurants. "When your ideas are constantly encouraged to flourish, it encourages outside-the-box thinking," he says of the environment. "When you put meeting placement or sales goals to the side and focus on what's going to work for each individual program, you build a relationship that goes beyond distributorship." For more information on partnering with Premier Beverage Company or its new Mixology & Training Center, visit www.premier-bev.com. Liquid gold: Nick Nistico's Cid-Lisious Daiquiri poured into gold glasses features Facundo Exquisito rum, fresh pressed lime and burnt sugar syrup. Master Sommelier Andy McNamara is Director of Fine Wine.

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