Always Friday's: T.G.I. Friday's returns to its roots for Best Spirits Award

Cheers, April, 2005

T.G.I. Friday's cocktail program is "well-rounded," where spirits are used in a variety of ways--from the "innovative, one-of-a-kind signatures" to the classics to "the new and refreshing seasonal updates to the tried-and-true favorites," said Stewart Slocum, beverage marketing director at Friday's. A "big picture view" of spirits at Friday's was an important key to its taking the Cheers Best Spirits Program Award, he said. "Our big-picture view of our beverage business means we're always thinking of the guest experience, the bartender and the server."

The chain's successful spirits program "is the result of countless hours spent behind the bar talking to our guests about their wants and needs of Friday's," Slocum said. "The result is an impressive list of new and refreshing drinks, coupled with training and merchandising for a complete approach to beverage sales. And drinks are placed in the first pages of our dining menu to help guests select a drink before they're even asked."

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Friday's "Ultimates" signature line include its Ultimate Margarita, made with Jose Cuervo Tequila, a triple-citrus mix, orange and lime wedges; the Red Appletini, which contains Skyy Vodka, apple and cinnamon schnapps and apple juice, as well as the Friday's Raspberry Lemon Icetini, which shakes Bacardi Limon with Cointreau, lemonade and raspberry juice. Among the most popular drinks at Friday's are the "tried-and-trues," such as the Bloody Mary and the Cosmopolitan, and these are "executed expertly," he said. "In the bar, there's more room for innovation and the fun that Friday's brings to the beverage business. Bar guests will experiment, but you better know how to pour the classics perfect every time."

Seasonal drinks which may add a certain twist or ingredient are also an important part of the chain's spirits program. In the spring, for example, lemonade is mixed with spirits. "The Strawberry Lemonade skews female and the Ultimate Lynchburg Lemonade skews male--so there's something for everyone. Strawberry Lemonade mixes Bacardi rum, lemon juice, and strawberries; the Ultimate Lynchburg Lemonade combines Jack Daniel's, Finlandia Vodka with sweet & sour," Slocum said. Certain cocktails seem to sell better seasonally, he said. "Margaritas pop in summer, boosting tequila sales and ensuring agave fields. Coffee drinks are almost exclusively winter drinks, unless you're in Minneapolis or Oslo. Martinis are perfect any old time."

Slocum has also observed some spirits trends. "Vodka is the 'alpha dog' of spirits. It's growing exponentially in brands, flavors and price points. People are passionate about which vodka they drink. They identify with it as a reflection of who they are." He depicted rum as "vodka's little brother, growing in kicks and fits. Will the Mojito be the next Appletini? Will rum drinks truly play in Peoria? With the growing Latin influence, rum's definitely the one to watch and sip." He also suggested that operators work with their chefs to pair spirits with the menu.