The Craft | Partners

The #1 Spirit Your Summer Cocktail Program is Missing

el Jimador Tequila — Thu, 15 Apr 2021 20:05:31 GMT

Summer is on the way, and we have a lot to celebrate! Tequila is the fastest-growing spirits category in the US, and 36% of the tequila business is generated between May and July (Numerator, 2020). By offering the highest quality tequila at an affordable price, el Jimador is the perfect choice for your summer cocktail program.

The summer tequila craze kicks off with Cinco de Mayo–a holiday celebrated by 40 million people in the US. Tequila is the top drink of choice for the occasion—even over beer! Margaritas (41%) and shots (37%) are the most popular ways tequila is consumed for Cinco (BF Holidays Research 2018). Even though Cinco is not a huge holiday in Mexico, Hispanic Americans are the most likely demographic to celebrate the holiday (Latinum 2019), which makes el Jimador an even clearer choice, as we over-index with Hispanic consumers versus the tequila category (Numerator 2018).

This year for Cinco de Mayo, el Jimador invites consumers to #CincoWithMe - no matter how they plan to celebrate! Whether it’s at their favorite on-premise establishment, in the backyard with friends, or virtually with those they can’t be with just yet, we want to make sure everyone is able to celebrate safely and responsibly. We have partnered with some friends of the brand to help us show how they are choosing to celebrate this year, including artist Moncho 1929, mixologist Mariena Mercer, and several food & lifestyle influencers across the country.

There are many ways you can help consumers celebrate the season. In the on-premise, consider offering margarita & taco ‘flights’ with sample-sized pours of different flavors, or featuring a simple, but well-crafted, pitcher of margaritas. Pre-batching the perfect margarita is also a great way to offer a consistent and speedy cocktail experience for consumers. Retailers can consider offering take-home recipe cards, as well as cross-merchandising displays with mixers, snacks, and garnishes for an easy shopping experience. Displays are of the utmost importance because 42% of Cinco shoppers purchase tequila from a display within the store (BF Holidays Research 2018)!

Kentucky Derby Cocktails: Woodford Reserve's Run for the Roses

Jeff Seymour, Woodford Reserve Brand Ambassador — Thu, 08 Apr 2021 21:34:48 GMT

"The most exciting two minutes in sports®."

New Ways to Celebrate St. Patrick's Day with Slane Irish Whiskey

Slane Irish Whiskey — Fri, 12 Mar 2021 22:41:10 GMT

St. Patrick’s Day and Irish whiskey go hand-in-hand. No matter how your bar is celebrating this year, Slane is a great addition to the mix given how easy it is to mix or drink served neat or on the rocks. Receiving a 2020 San Francisco Wine & Spirits Competition Gold Medal and Wine Enthusiast Best Buy designation, Slane is a rising Irish star. We are celebrating by raising Slane on the rocks on March 17th and we hope you do as well to experience the robust flavor and see what we are all about.

4 Ways to Serve Jack Daniel's on St. Patrick's Day

Jake Sherbrooke — Tue, 09 Mar 2021 18:45:05 GMT

The grass is always greenest on St. Patrick’s Day. It’s a steadfast celebration full of green beads, green beer, green rivers, and one too many “kiss me, I’m Irish” t-shirts. Although the tradition may hold for Slane Irish Whiskey or a dark beer, sometimes it’s best to create your own traditions. Enter the newer green label on the back bar this year: Jack Daniel’s Tennessee Apple. Great served as a chilled shot to celebrate the festive day, Jack Apple also makes some delicious cocktails for your guests to sip on.

4 Sales-Driving Cocktail Ideas for March Madness

Jake Sherbrooke — Tue, 09 Mar 2021 18:44:41 GMT

It’s that time of year again. Your bar is gearing up for yet another riveting season of March Madness. Last year's cancellation makes this year's even more special. More than likely your guests have their brackets set and their upsets locked in. And although we all love the suspense of a great buzzer-beater, there shouldn’t be any uncertainty when it comes to the quality of the whiskey you serve.

Classic Cocktail Recipes: How Top Bartenders Serve Woodford Reserve

Jeff Seymour, Woodford Reserve Brand Ambassador — Tue, 23 Feb 2021 21:14:02 GMT

As we look forward to 2021, a sense of optimism and excitement are in the air as our beloved bars and restaurants begin to transform back into their pre-Covid forms. With diners and patrons returning, bartenders and beverage directors face the challenge of bringing back menus that speak to the masses who have been away for several months. As we’ve seen across the country, the best way to grab the imbiber’s attention is through a time-honored tradition of drink: The Classic Cocktail.

4 Cocktail Recipes using Jack Daniel's Tennessee Fire

Jake Sherbrooke — Thu, 28 Jan 2021 20:19:07 GMT

To the spirits universe, flavored whiskey is a fast-growing category. In fact, one might even say it’s booming. But to describe this surge as a “boom” implies there may be a “bust” somewhere along the horizon. And at this point? That seems highly unlikely.

Get Creative with TRULY Hard Seltzer

maggie@provi.com (Maggie Mahar) — Thu, 01 Oct 2020 19:55:11 GMT

Everyone loves hard seltzer. It’s no secret. All summer long, people have been poppin' open cans of the stuff— and for good reason! It’s low calorie, delicious, and refreshing. What’s not to love? But, what many people don’t realize is just how versatile hard seltzer can be. Hard seltzer, like TRULY, isn’t just for summer. If you and your staff get creative with hard seltzer as a cocktail ingredient, you can make some truly (get it?) unique, exciting drinks this holiday season.

Dry January: The Top Five Hottest Non-Alcoholic Beers

maggie@provi.com (Maggie Mahar) — Wed, 18 Dec 2019 18:56:10 GMT

It’s that time of year again -- Dry January. Although decidedly difficult to observe for those of you in the industry, Dry January is a UK-based public health campaign that’s recently made its way to our side of the Atlantic. Whether Dry January is directly responsible for today’s topic or not, that’s hard to say. But, there’s no doubt that breweries and consumers alike have recently turned their eyes to the Dry January philosophy. In the past, we’ve talked about Low-ABV. Well, there’s a new kid on the block: No-ABV. A resurgent interest in No-ABV beers marked 2019, and 2020 seems poised to double-down on that. Guinness, Heineken, St. Pauli Girl, Budweiser, and other industry heavyweights have all expanded their nonalcoholic options in recent years, and industry analysts are predicting nothing but upwards trend for the niche segment. Today, we’re going to get into the “why and what” of this recent phenomenon -- and trust us, once you see the numbers, you just may become a believer.