AgreemenT #40026059
the
Publican
The Alliance of Beverage Licensees
Featuring
Firefly
Fine Wines
& Ales
Trends
Tapping into
Summer 2013
• Stop Thief! Reduce Theft in LRSs
• Increasing Store Sales per Square Foot
• That’s Entertainment
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Quarterly Publication for the
Alliance of Beverage Licensees
2nd floor 948 Howe Street, Vancouver, BC V6Z 1N9
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2012-2013 Board of Directors
President Ron Orr
Past President Al McCreary
Vice President Jonathan Cross
Vice President Poma Dhaliwal
Vice President Mike McKee
Treasurer Roger Gibson
Executive Director Ian Baillie
Directors Al Arbuthnot, Brady Beruschi, Sandy Billing,
Don Calveley, Al Deacon, Mariana Fiddler, John Lepinski,
Gavin Parry, Kurt Pyrch, Danny Rickaby, Stan Sprenger
Director at Large Dave Crown
The Publican Editorial Committee Damian Kettlewell,
Ralf Joneikies, Mike McKee, Gary McPhail,
Ron Orr, Brian Riedlinger, Cheryl Semenuik, Jeff Tennant
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24
Features
10 18
10 Increasing Store Sales per Square Foot
18 Tapping into Trends
21 Trends in Food & Beverage
24 Featured LrS manager:
Holly Stone at Firefly Fine Wines & Ales
28 Three Cheers for Charity
30 Stop, Thief! How to Reduce Theft in LRSs
34 Beer & Fruit Pairing
36 That’s Entertainment
42 Vancouver International Tequila Expo
Featured
LRS Manager
Holly Stone
at Firefly
Fine Wines & Ales
30 36
the
PublicanSummer2013
Departments
4 President’s Message
6 Executive Director’s Report
8 What’s New?
9 Spotlight on Bitters
15 Liquor Sales & Trends
16 Wine Report
17 LCLB Report
22 Product Showcase
26 Names in the News
27 BCHF Update
41 ABLE Benefits
44 Human Resources
45 LDB Report
4 The Publican
President's Message
by Ron Orr
BC’s election is behind us and the beginning of the next era for the liquor
industry begins. There is a new platform of elected officials who will determine
the rules and regulations affecting our businesses for the next four years, and
it is incumbent upon ABLE BC and its members continue to reach out to all
MLAs to ensure that they are aware of the issues facing our industry. We all
must work diligently and strategically to ensure any new policy is based on
solid business logic that is conducive to growth and stability, while avoiding
the unintended consequences that sometimes occur when legislative change
is made in isolation.
Over the past several months leading up to the election, ABLE and its members
have been politically engaged as we tried to ensure that prospective MLAs
were aware of the issues facing us on a daily basis. I am very pleased with
the work that has been done, since a number of key relationships have been
developed, but more importantly, there has been a great deal of open and
honest dialogue with the politicians. There can be no question that MLAs are
highly aware of the challenges we face, but at the same time, we cannot deny
that there are competitive and political forces in play that could negatively
impact our business.
Even prior to the election, our industry faced what seemed like a tide of continual
change. Most importantly, we have now transitioned back to the GST/PST tax
regime. This is a significant change that certainly is not conducive to business
growth on any level. We are faced with a revenue/gross profit decline of 2.6%
while incurring additional expenses as a result of the loss of input tax credits.
As business owners, it is imperative that we understand the full implication
of this tax change in order to make the necessary adjustments to ensure our
financial viability is protected.
It is also important to acknowledge the appointment of Blain Lawson as General
Manager of the Liquor Distribution Branch. This appointment is significant in
that it now provides the LDB with the stability and mandate to move forward
with a renewed business plan. Given the significant level of retail experience
that Mr. Lawson brings to the LDB, it is certainly expected that we will see
this experience flow out to the government liquor stores (GLSs). In fact, many
members will have already noticed a slightly more proactive sales and marketing
approach taken by GLSs. We should not be surprised by any signs of increased
business development strategies coming from this channel.
At the same time, the LDB (and government) must recognize the significant
financial contribution that the LRS channel brings. We know that LRSs represent
very cost-effective profit for the LDB, and the financial viability of this channel is
critical for maintaining their profitability. Going forward, I hope to see a much
better recognition of the value LRSs provide as we try to balance the relationship
with LDB as our exclusive supplier as well as a significant retailer. It is time for
both the government and the LDB to view LRSs and LPs as partners and allies
in the business of liquor retailing. Unshackling the restrictions placed on our
businesses can only lead to growth and profitability for all parties involved.
I am similarly pleased with the progress made on our membership development
and benefits program. So far, we have conducted five membership meetings in
our current term. These meetings are proving to be very beneficial on several
fronts, as we are hearing firsthand about the daily challenges imposed on
members as we try to run our on-premise and retail store businesses. The success
of these meetings and our outreach strategy is reflected in the growth of our
new member numbers. It is particularly encouraging to hear from operators
that allowed their memberships to lapse and are now returning to ABLE. They
recognize the alignment they have with ABLE and the value that the Association
can bring to its members. We firmly believe there is strength in numbers, and
will continue to seek out new and past members.
I would be remiss without making mention of the Automatic Roadside
Prohibition Regime (ARP) and its current status within the court system. As
you all know, the ARP program has proven to be the most impactful piece of
legislation to affect our LPs (and to some extent, LRSs) that we have seen in many
years. Beyond the obvious and immediate impact to our businesses, it was felt
that there were other implications that could arise as the government moved
closer and closer to a potential infringement of our society’s Charter of Rights.
Despite our inherent opposition to impaired driving, ABLE felt it imperative to
support the legal challenge to the ARP Regime on constitutional grounds. You
probably have noticed that on the recent liquor license renewals, the LCLB is
now asking licensees if they have been penalized under the ARP program. We
now know that the administrative charge under the ARP program can have
implications far beyond the obvious penalties outlined in the program, and
can actually affect your ability to own and operate your own business. This
goes far beyond the original mandate of the program with respect to impaired
driving, and is a prime example of the need for a judicial review of the program.
The case has been heard in the BC Court of Appeal and interested parties are
now awaiting the court’s decision. Regardless of the decision, members should
recognize that ABLE took a position on behalf of its members and has seen the
issue to the end.
I would also like to thank all of those members who are communicating with
the ABLE team. We do want to hear from you and are here to assist you in any
manner we can. Please keep calling.
I wish you the best for the summer season. Let’s hope for a long, dry summer
with many thirsty patrons.
Dear Members,
Over the last few weeks, I’m sure you received a phone call at home or a knock
at the door from a political campaign asking for your vote. During the election,
ABLE BC worked hard to create connections and working relationships with
candidates from all parties, and as the 2013 provincial election comes to an
end, I am happy to say that we have created key networks to help advance
our message and our industry. ABLE BC is well-suited and ready to work with
the 40th government of BC over the next 4 years.
As this election brings changes our way, it is important to reflect on a few
other changes made earlier this year. We saw nine policy changes in February
followed by implementation and changes to taxes on growlers. The most
difficult change for our industry to take on was reverting back to the PST/GST.
Throughout March, we received many questions from members about this
transition; the confusion amongst the industry due to a lack of industry specific
information became very apparent. To help our members, ABLE BC created
a PST Guide supplemented with information from LDB and PST experts from
the Ministry of Finance. I hope this guide was helpful and eased the transition.
Knowing what is important to our members and how we can best help is
extremely important. Over the last few months, we have been encouraging
members to complete our Winter 2013 survey to do just this. Members
6 The Publican
Executive
Director's Report
by Ian Baillie
responded and provided us with significant information that will be helpful
in creating a better industry association for you. According to recent survey
results, one of the most important benefits for members is a better rate for
credit card processing. We have signed a new deal with Global Payments to
help save you money! Government regulations were a top concern of members
followed by fairness with the LDB.
Learning specifics on how regulations are affecting members is best done
through regional meetings - direct meetings with owners and operators
throughout BC. Our most recent meetings in Kamloops and Kelowna were a
huge success with members and non-members coming together to share their
challenges, concerns, and feedback on how we can move forward together as
an industry. In the past eight months, we have held member meetings on the
Island, in the Interior, and the Lower Mainland. Thank you for making these
meetings a success! We look forward to our next regional meetings in the
North and the Kootenays.
We have been working towards strengthening ABLE BC through new members,
new associate members, and new benefits for our membership to use and
enjoy. This is an ongoing, but crucial task to benefit you, your business, and our
industry. Please take a few moments to encourage non-members to connect
with us, because together, we are stronger. Let us know how we can help!
The Publican
7
What's New?
by Debbie Minke
Twisted & Bitter are Victoria Spirits’ handmade bitters crafted in small batches in their copper
pot still. These highly concentrated tinctures of herbs, spices, fruits, and spirits add character and
complexity to food and drink without sweetness. Available in Orange, Rosemary Grapefruit, and
Black Pepper flavours at select stores across BC. 150ml $10 Wholesale
Beer, Cider, RTDs
Ward’s Cider is made with a blend of Bramley, Jersey Chisel,
Bulmers Norman, Porters Perfection, Lord Lambourne, Belle de
Boskoop and a touch of Cox’s Orange Pippin apples using an old
family recipe. It’s full of flavour and pleasing aromatics - off-dry, crisp,
and refreshing - and it’s gluten free. 6 x 355ml cans $10.70
Licking Limes is the latest vodka cooler from Vancouver’s Jaw
Drop Coolers Co. 7% triple-distilled Canadian vodka is teamed with
a “just squeezed” flavour that is juicy and clean all the way through.
Enjoy the distinct Tahiti lime aroma. Squeezing melons is a juicy,
red watermelon vodka cooler bursting with natural “field ripened”
flavours and a hint of fizz. Both 4 x 473ml cans $9.99 Spec
William Premium Cider is certified organic and gluten free. Made
with 100% Canadian apples, this English-style cider is subtle and
restrained, light and dry, with excellent effervescence. No artificial
flavours are used. 4 x 473ml cans $9.99 Spec
ginga ninja ginger Beer offers a light body and low bitterness,
which allows the fruity, yet subtly spicy flavours and aromas of
ginger to shine in this golden ale. The light malt character gives this
beer a great ability to pair with a wide range of foods. It is incredibly
refreshing by itself or even a great starting point for a beer cocktail.
6 x 341ml bottles $12.25 Listed
mOA methode is a German-style pilsner from New Zealand that
offers high bitterness balanced with a full mouth-feel. Citrus hop
characters dominate the aroma with notes of yeast. 4 x 330ml cans
$13.99 or 750ml bottle $8.99 Spec mOA Imperial Stout, noir,
Pale Ale, and Blanc evolution are also available.
echigo Koshihikari rice Beer is brewed using German malts and
hops, along with the Japan’s famous Koshihikari rice from Niigata
Prefecture. It’s clean and simple, yet packed with a delicious rice
flavour, complementing sushi, sashimi, and yakitori. 500ml bottles
$5.25 Spec
Spirits
Hayman’s Sloe gin is a traditional English Liqueur created by infusing
sloe berries, the fruit of the blackthorn tree, with gin using a long
standing family recipe. A popular drink since the 19th century as a
digestive and winter warmer, the rich, red ruby liqueur offers smooth
and intense bittersweet fruit flavours. 700ml $34.99 Spec
Crema di Limoncetta offers a full, enveloping taste and moderate
alcohol content. Made with Sicilian lemons, fresh cream and other
exceptional ingredients, its recipe originates from the ancient traditions
of Southern Italy. 500ml $29.99 Spec
8 The Publican
Wines
Imbue Bittersweet Vermouth features aromatics of elderflower, dried tangerine, vanilla,
and provincial herbs. It is made from Oregon Pinot Gris grapes and fortified with brandy
made from those same grapes. Reticent pear, lemongrass, and honey grace the broad palate,
and it finishes on a slightly sweet and pleasingly bitter note that lingers. 750ml $41.99 Spec
Ch. Sainte roseline Perle rosé is a beautiful pink, lively, fruity rosé from Provence. The
nose of red fruits offers a hint of spice, and it pairs well with grilled entrées, cheese, and
chocolate desserts. 750ml $19.99 Spec
Long Flat red moscato 2011 is crafted from Australian Black Muscat grapes. It has a light,
refreshing, fruity taste that’s a real crowd pleaser on a hot summer’s day. Great value. 750ml
$12.99 Spec
Piccini Toscano Bianco 2011 is a fruity blend with a lively palate. Citrus fruit and mineral
undertones tantalize the drinker. Toscano rosso 2010 combines Sangiovese, Malvasia
Nera and Ciliegiolo grapes to produce this rich, dark wine full of plum, berries, and fresh
acidity. Both 750ml $11.99 Spec
Yalumba Organic Viognier 2011 from Southern Australia is straw coloured with green
hues. It shows a varietal and alluring earthy nose upfront before settling into the pretty
aromas of white flowers, jasmine, and honeysuckle with hints of fennel. The palate is a
beautiful layering of distinct flavours starting with fresh apricot nectar, leading into a creamy
mid palate with bright citrus and Asian five spice on the finish. 750ml $16.99 Spec
Pech-Céleyran Blanc 2011 is 80% Chardonnay and 20% Viognier. It features aromas of
white flowers, peaches, and a touch of citrus. It’s fresh and fruity with a generous, round
mouthfeel, with citrus, melon, pineapple, and apricot notes on the palate. 750ml $15.99 Spec
Scribble Hill Sauvignon Blanc 2011 is light bodied and clean, with fresh, crisp acidity.
Enjoy flavours of tropical fruits including guava and passionfruit. Scribble Hill Shiraz 2012
has a spicy, peppery edge to soft cherry fruit - a vibrant and modern-style Shiraz with a
toasted oak background. Both 750ml $18.50 Spec
Painted Wolf’s ‘The Den’ Pinotage 2011 is a juicy, fruit-packed, smooth wine with a
smorgasbord of red and black summer berries. All Painted Wolf wines purchased benefit the
highly endangered African wild dog. A donation from each bottle sold is made to respected
conservation organizations. 750ml $15.99 Spec
Fattoria Colombara gozzi garda Cabernet 2008 is dark, ruby red in colour with aromas
of blackberries, plums, and graphite minerals. Long, ripe fruit flavours dominate, with a rich
mouthfeel and balanced finish. 100% Cabernet Sauvignon 750ml $17.95 Spec
Sledgehammer Forged red 2011 is a big Californian wine that’s rich and smooth. This
Petite Syrah driven red blend offers medium sweetness and pairs well with big steaks. 750ml
$18.99 Spec
Circus Cabernet Sauvignon 2011 has youthful freshness and a smooth texture with red
fruit, spicy roasted herbal flavours and tobacco. Its excellent structure and rounded palate
features smooth tannins and a spicy, lingering finish. 750ml $ 12.99 Spec
Spotlight on Bitters
by Trevor Kallies
You’ve seen the bottle. It’s usually small, dark
brown, and has an oversized label that extends
over its shoulders. The yellow cap typically has
dark magenta stains on it. If the year were 2003,
the odds would be pretty good that no bartender
has looked at it in some time. And if they did, they
probably wouldn’t quite know what to do with it.
That bottle is Angostura bitters.
Virtually every back bar in North America has this
iconic bottle of bark and spice steeped alcohol.
Peruse almost any cocktail book in print, and
you’ll find a reference to dashes or drops of that
flavourful liquid.
Don’t be confused: a bitter and bitters are two
very different liquids. A digestive bitter is a
potable liquid easily and readily consumed at
full strength or mixed, such as Campari, Aperol,
Amaro, or Zwack. Cocktail bitters are not so
potable (although many now consume them en
masse). They start with an alcoholic base, which
has been flavoured with herbal essences and
spices. They typically have a bitter or bittersweet
flavour. Numerous brands of bitters were formerly
marketed as patent medicines, but are now
considered to be digestifs. They commonly have
an alcoholic strength of approximately 45% abv
and are used as flavouring in cocktails.
The use of bitters in cocktails leads to a broader
topic. Looking back at what has been noted as
the first reference of the word cocktail in print, we
find the following editorial reply to the question
“What is a cocktail?”
“Cock-tail is a stimulating liquor, composed of
spirits of any kind, sugar, water, and bitters - it is
vulgarly called bittered sling, and is supposed to
be an excellent electioneering potion, inasmuch
as it renders the heart stout and bold, at the same
time that it fuddles the head. It is said also to be
of great use to a democratic candidate: because
a person, having swallowed a glass of it, is ready
to swallow anything else.” (May 13, 1806, edition
of The Balance and Columbian Repository, Hudson,
New York)
As bartenders, we live for that definition, as it
speaks to the true nature of the drink. One cannot
have a cocktail without bitters.
The US government classifies bitters as a nonalcoholic
product (wait, aren’t they 45% abv?) so
they can be purchased at stores not licensed to
sell spirits. This applies in Canada as well where
one can find bitters sitting on the shelf somewhat
close to the pop aisle. Since they were classified
as non-spirit, bitters were never prohibited while
the Volstead act was in play. You could legally
get the defining ingredient of a cocktail during
Prohibition, but not a cocktail.
In some cases, a drink can be defined by the
bitters the recipe itself calls for. There is no Sazerac
without a few dashes of Peychaud’s bitters. A
Trinidad Sour (a relatively new cocktail created by
bartender Giuseppe Gonzalez) calls for one ounce
of Angostura bitters. Before its time, it was almost
unheard of to call for an actual measure of bitters,
a dash or two was enough. Another classic cocktail
defined by its bitters use is a personal favourite
- the Pink Gin. Bitters are used as the starter
ingredient, where a healthy dose of Angostura
bitters is poured into a mixing glass before adding
a generous measure of gin. The resulting drink is
so named from the colour imparted by the bitters.
When made well, it’s a lovely cocktail.
Whichever recipe you choose to make, there are
an abundance of brands now readily available
either online or in stores. Angostura is found
everywhere, and even the premium and local
brands such as Bittered Sling Bitters and The Bitter
Truth are finding their way onto shelves in local
grocery stores. The best part is experimenting.
The price at first may seem daunting for some
varieties, but the shelf life is seemingly forever
and the flavour is quite pleasing. Bitters can truly
change the character of an old favourite cocktail.
The Publican
9
INCREASING STORE SALES
PER SQUARE FOOT
by Tim Vandergrift
10 The Publican Publican
Photo courtesy of Crow & Gate Pub
How do you measure success in your LRS? There are a lot of metrics available
- sales increases year-over-year, unit sales per transaction, average transaction
value, net income as a percentage of total sales - all of these are good tools
that you should be using to track, measure, and record your store’s growth.
One measure of your store’s productivity that you can’t afford to miss is sales
per square foot. Determining this is simple: divide annual sales by the total
square feet of retail space. You can drill down further by dividing your sales into
categories, like wine, beer, liquor, refreshment beverages, etc.
Even in the simplest form, it’s one of the most important numbers you can
track. By measuring your annual sales per sq. ft., you can get a sense of how
efficiently you are translating your real estate into sales. Real estate ranks just
behind payroll as most businesses’ largest expense. More sales per square foot
= more profit, and unless you can expand your store or build out a new space,
all of your sales come from a fixed amount of real estate.
If your sales per square foot compares well to other retailers in your category,
and if the number is steadily increasing, your operation is on the right track. If
not, there are some strategies you can follow to get those numbers moving.
Comparing Your Numbers
According to Colliers, Canadian retail stores generate an average of $580 per sq.
ft. Luxury or specialty retail stores usually come in considerably higher: Tiffany &
Co. generates more than $2,000 per sq. ft., Vancouver’s own Lululemon $1,936,
while Apple clocks in at an astounding $6,050 per sq. ft.! All of these numbers
are a bit difficult to relate to LRSs, as they either include businesses that have
low profit requirements, or those which have very high-ticket items in small
footprint stores (Apple and Tiffany).
A better target for liquor retailers comes from the BCLDB. In their 2012 annual
report, they measure sales per square foot in the government liquor stores
at $1,262. Most of their stores have good, high-traffic locations and reflexive
consumer loyalty, so while your LRS’s numbers might not get quite this high,
this figure shows how much money can come from a given trading area and
customer base.
Goal Setting
Once you’ve calculated your own sales per square foot, it’s time to set a goal.
Rather than trying to make the leap to the top of the retail heap, it’s better to plan
for manageable growth numbers. A 5-10% increase is a great starting point, and
is achievable in most circumstances. You can also set a “stretch goal” - something
more ambitious as a challenge for your business and your employees.
Product Mix
Courtesy of James Bradley Consulting Inc.
After you have calculated your number and established a goal, it’s time to look
at your product mix to make sure you’re carrying the items that match the needs
and desires of your consumers.
If your customers are in an above average income bracket, stock up on exclusive
single-malt scotches and cognacs, and provide an extensive selection of higher-
The Publican
11
end wines. If your demographic is young, you’ll have more success with lower
priced wine and a wide selection of beer. Novelty packaged products will sell
well to these consumers too. If one of your SKUs is moving extremely slowly and
aging in inventory, discount it, sell it, and make space for a higher turnover item.
Motivating Staff
Next, it’s important to make sure your staff is motivated to sell. Consumers
don’t want an employee hovering over them while they shop, but everyone
appreciates a well-trained, knowledgeable salesperson who can help them
choose the right product. If that salesperson can also suggest accessories,
add-ons, or impulse items with the purchase, those numbers go a long way to
bringing up the average ticket. Remember, nobody can sell standing behind a
checkout register, so make sure your staff feel empowered to go to where the
customers are - out on the sales floor.
It’s important for your staff to understand your sales goal, and how they can
help. Regardless of how good your employees are, or how engaged they are
in the business, you need to articulate the vision that they will follow. Part
of that will come from supplying them with monthly or weekly tracking of
year-over-year sales numbers, charted against your primary and stretch goals.
These tracking numbers shouldn’t be viewed as a form of negative feedback,
or a goad. Instead, make sure they understand that it’s a way of charting sales
efforts - to keep goals top-of-mind - so they can track what’s working for the
store and adjust on the fly.
The best way to motivate employees is by sharing success with them. Review
the tracking numbers with them on a regular basis, and ask for their input.
While you run the business, they’re the ones on the sales floor and may have
some very useful insights.
12 The Publican
Rather than trying to make the leap to
the top of the retail heap, it’s better to
plan for manageable growth numbers.
A 5-10% increase is a great starting
point...
Part of your plan should include a percentage of the sales increase going back
to your staff. This can be in the form of a direct cash incentive, a team event,
or another reward such as merchandise, clothing, etc. Whatever incentive you
choose, it’s important to make it a tangible reward that all of your employees
can buy into, and the goal must be realistic. If a goal seems unattainable it can
backfire and sap motivation. By breaking goals down into small wins, like the
weekly or monthly numbers, you can recast even your stretch goal as a series
of achievable steps.
The Planogram
Effective merchandising makes the best use of available retail space, and tries
to trigger customers’ impulse purchases and encourage them to buy up. You’ll
need to analyze your store’s merchandising to see how it influences customer
behaviour, and from there figure out the best product placement and displays
to increase sales. It’s no coincidence that large retailers dedicate huge resources
to merchandising and display activity, but even with slightly fewer resources
you can use one of their best tools: the planogram.
A planogram is a diagram that shows the
placement of products on your shelves and in your
sales area. It’s a kind of high-detail roadmap of
your sales space. This sounds simple, but it’s very
powerful, allowing you to optimize shelf layout
and try new configurations on paper, before you’re
committed to them.
While there are software programs available for
generating planograms, they can be expensive
and some have steep learning curves. It’s perfectly
acceptable to generate planograms of your space,
shelving units, and sales areas with a pencil and
graph paper - photographs of the shelves and
sections can really help when you are sketching
things out. It doesn’t have to be perfect, but it
should be as accurate as possible.
Once you have your road map, it’s time to look
at how you can improve shelf layout to allocate
facings for each product category, brand, and SKU,
based on space-to-sales ratio. This will help your
consumers find the products they want, which will
improve the selling potential of every square foot
of space, and increase the visual appeal of your
store. As a visual aid, it can also help you relate
products and determine the best positioning for
cross-sales.
The planogram doesn’t get used once and then
filed. When you settle on a layout, the planogram
can be used as a guide by brand-new employees,
letting them face shelves and replenish products
easily. The best way to clean and dust a shelf is to
strip it bare first, and with a planogram in hand it
can go back up as quickly as it came down, facing
correctly and looking great.
Maximizing Merchandising
You should pay special attention to the most
powerful sales areas of your store. We’ll assume
you’ve already got impulse items and accessories
at your register and in facings at the line for the
The Publican
13
Despite a myriad of challenges facing the hospitality industry, lottery
sales have remained strong over the past several years. Last year, the
entire network generated $206.5 million in sales, and BCLC paid out
$12.8 million in commissions as well as an additional $1.5 million
in bonuses.
At BCLC, we’re always looking for new ways to increase the value of
our partnership. Whether through product enhancements - such as
the recent Keno facelift, which included the removal of the “No Bonus”
feature - or improvements to our retailer bonus program, which now
maximizes the amount paid to our entering and exiting retailers, we’re
hoping to create a more mutually beneficial relationship.
Recently, we caught up with Jolly Coachman Bar Owner Marilyn
Sanders to discuss some of the challenges she’s had to overcome as a
bar owner in recent years, and to find out how she leverages lottery to
help counteract some of the difficult times. “The drinking and driving
laws crippled our industry,” described Marilyn. “Smoking bylaws were
mild in comparison. Then we had the hockey lockout. All of these
things have made a major impact on business, especially for bars,
pubs, and liquor stores.”
Many people would agree a positive attitude can go a long way in
not only surviving the ups and downs of owning your own business,
but also remaining successful and thriving in challenging times. For
someone like Marilyn, that means taking advantage of every open
door, including the opportunity to sell lottery products.
“A lot of people shut the door due to the 5% commission,” says Marilyn.
“This is unfortunate because many just aren’t aware of the incremental
benefits that can come with offering lottery, such as the chance to
receive a sales bonus or earn higher commissions on Pull Tabs. In
some cases, they may not see how lottery can fit as an overall part of
their entertainment package.”
Lottery retailers receive a 5% commission on the sale of all lottery
products, with the exception of Pull Tabs, which earn 10-13%.
Hospitality retailers also have the opportunity to earn a bonus on their
annual sales and are provided with all the equipment required to sell
lottery, including a Self-Service Terminal (SST). “The SST has been
a huge success in taking the load of operating lottery off my busy bar
staff,” explains Marilyn. “In many ways lottery really runs itself now.”
When asked if she thinks lottery drives customers to her bar, Marilyn
admits that is a tough thing to measure. “It’s difficult to say for
sure,” says Marilyn. “That said, whenever we place an ad in our local
magazine, we always dedicate a portion of that space to our lottery
offerings. If someone enjoys gambling and is deciding between our
establishment and another, lottery could be the tiebreaker.”
14 The Publican
ADVERTISEMENT
Raising the Bar: Exploring the Benefits
of Lottery in a Hospitality Setting
Can lottery give your business the competitive
advantage you’re looking for?
According to Marilyn, offering lottery is also about adding to the
entertainment experience that makes her customers want to come
back to her establishment. “I look at lottery as part of the overall
pie. Beverages, food, and lottery - they all work together to make up
our full entertainment package. We pay attention to the details in all
components of our business - regardless of the margins - because, in
my experience, that’s what gets us the best results.”
Marilyn Sanders has been a bar owner since 1996, starting with Kennedy’s
Pub from 1996 to 2003, and then the Jolly Coachman from 2003 to the
present. Marilyn sat on ABLE’s Board of Directors for 5 years, and has
served on the BCLC Hospitality Network Council.
A huge display with many cases in a
prominent location looks impressive,
and has inherent pull for customers.
counter - these are low-hanging fruit for add-on sales. There are other areas of
your store that can also have a very powerful influence on sales per square foot.
End-aisles in particular are highly visible and can stand out from the rest of your
shelves, drawing attention and showcasing products. Your end caps normally
showcase a single SKU, with multiple facings giving it serious visual impact.
Alternatively, you can showcase a category of products (e.g. Single Malt Scotch,
or Australian Cabernet), but keep in mind that one of those products will sell
better than the others, diluting the positive effect of your overall display.
However you organize your sales space, something to keep in mind is the
venerable wisdom of “stock sells stock”. A huge display with many cases in a
prominent location looks impressive, and has inherent pull for customers. A
smaller display of a few bottles projects a story of slow sales and less desirability.
If you have a display of a dozen bottles, you may sell 11 of them. If you have a
display of 144 bottles, you might sell over a hundred - what shows, sells.
Interestingly, specialty retail has seen a trend over the last decade towards more
minimalism, partly driven by a clutter-free design aesthetic, and partly driven
by reductions in inventory necessitated by recessionary pressures. However, a
backlash has developed. The New York Times reports that major US retailers saw
positive consumer sentiment towards shorter shelves and less crowded aisles,
but they also saw steady sales decreases. In other words, consumers enjoyed
the uncluttered experience, but spent less.
Experts reason that while consumers might find it pleasant and relaxing in
the streamlined environment, without extra choices stacked around them, or
aisle displays that they have to dodge past, they stick to a shopping list and
forego impulse items.
According to Paco Underhill, retail anthropologist and founder of Envirosell
Consulting, “Historically, the more a store is packed, the more people think
of it as value - just as when you walk into a store and there are fewer things
on the floor, you tend to think they’re expensive.” Accordingly, stores have
begun stacking merchandise into aisles, crowding shelves, and even raising
shelf heights.
US discount retailer Dollar General has raised their standard store shelves
from as low as 62 inches to a full 78 inches, in an effort to gain more sales area
without increasing their square footage. They saw a jump from $165 per sq. ft.
to $201 - a very good return on 18 inches of shelf height!
Square Foot Momentum
Once you have calculated your sales per square foot, set a sales target and
shared it with your staff, analyzed your product mix, planogrammed your
store, re-merchandised for effective sales, and charted your results, you need
to immediately start the process over again.
Sales per square foot is a running measurement that needs to be calculated
and compared to previous results on an ongoing basis. When you’ve mastered
this number and have firm goals and up-to-date tracking of your results, you’ll
be sure to see positive growth and greater profitability.
Beer
LIQUOR SALES & TRENDS
For Total BC Market Year-to-Date Ending February 2013
Volume
Litre Sales
% Change Gross Sales % Change Marketshare
BC Liquor Stores 72,515,688 -2.3% $310,335,742 -2.0% 30.3%
LRS 106,840,398 0.7% $454,839,856 1.0% 44.4%
Licensee 53,924,863 -2.9% $203,273,462 -1.7% 19.8%
Other 13,246,932 -1.5% $56,544,316 5.5%
Product Total from All Sources 246,527,881 -1.1% $1,024,993,376 -0.7%
Spirits
Volume
Litre Sales
% Change Gross Sales % Change Marketshare
BC Liquor Stores 10,540,638 -2.4% $344,830,755 2.2% 49.0%
LRS 7,462,111 4.3% $235,469,148 9.2% 33.4%
Licensee 2,767,498 -1.1% $90,126,824 0.2% 12.8%
Other 1,394,832 2.0% $33,911,472 4.8%
Product Total from All Sources 22,165,079 0.2% $704,338,200 3.9%
Wine
Volume
Litre Sales
% Change Gross Sales % Change Marketshare
BC Liquor Stores 28,968,180 0.4% $410,590,017 1.8% 47.3%
LRS 14,617,820 7.3% $190,694,535 8.1% 22.0%
Licensee 7,437,814 -0.4% $124,627,209 -0.4% 14.4%
Other 6,683,283 5.9% $142,156,112 16.4%
Product Total from All Sources 57,707,097 2.6% $868,067,872 5.1%
Refreshment Beverage
Volume
Litre Sales
% Change Gross Sales % Change Marketshare
BC Liquor Stores 8,509,039 2.1% $39,583,897 1.8% 32.4%
LRS 13,334,572 8.9% $64,120,954 8.1% 52.6%
Licensee 2,041,737 -0.3% $10,276,903 -0.4% 8.4%
Other 1,662,565 7.8% $8,014,034 6.6%
Product Total from All Sources 25,547,914 5.7% $121,995,788 5.1%
Note: (1) Measured in Gross Retail Sales Dollars. (2) Report includes all liquor sales from BC market. Source: BC Liquor Distribution Branch
The Publican
15
16 The Publican
Wine Report
by Tim Ellison
Rethink Rosé - The Next Big Thing AGAIN?
You used to hear it all the time: Think Pink! It was the battle cry for sommeliers
around the world enticing drinkers to experiment with rosé wines. Increasing
numbers of people turned to wine as their beverage of choice when dining
and entertaining, awakening a burning desire to be the first to catch the next
big trend. Oaky Chardonnays, Aussie Shiraz, Californian Cabernet Sauvignon,
and Argentinean Malbec have all had their day. As operators look for new
and exciting products to stimulate both guests and sales, an obvious point of
differentiation to promote is colour. For a lot of people there are basically three
types of wine: red, white, and pink. Rosés enjoy an enviable middle ground
between the polarizing red and white factions. They offer the berry flavours and
weight of a light red along with the refreshing food-friendly acidity of whites.
The first pink wave was monopolized by huge-volume commercial attempts
and was a big disappointment. The lowly zinfandel grape was utilized, as there
was no real market for the red wine the grape was capable of producing at the
time. With all that sugar, which usually translates into powerful, high-alcohol
reds, a lower alcohol version was developed with partial skin contact and
tons of residual sugar. The resulting wine was pink, sweet, and often tasted of
bubblegum and watermelon. It’s good fun for an afternoon on a sunny patio, but
it’s nothing you would stay loyal to. Serious wine experts and critics dismissed
this rosé as inconsequential, and slowly but surely the popularity waned. Now
top sommeliers are again leading the charge with rosé, but this time there is
one big difference. These are a lot more serious wines.
First, the grape material has taken a big step up. Look for 100% varietal rosés on
the market now. Not only are traditional grapes like Grenache being employed
successfully, around the world a wider variety of fruit is being used to create
today’s rosé. Try delicate and light strawberry-scented Pinot Noirs and Pinot
Menueres to the red currant and leafy Cabernet Sauvignons. Cabernet Franc,
Gamay, Merlot, Tempranillo, and more all get a turn creating everything from
light quaffers to mid-weight wines, perfectly suitable for an afternoon’s repast.
Look for unusual grape varieties indigenous to the region. The most famous
are from France, particularly the southern areas, but there are lots of sources.
Consider the hotter Mediterranean producers, particularly Spain, Greece, Italy,
and Portugal. These are often satisfying wines made with food in mind.
The other big improvement these days is closure. It is important to remember
that most rosés are made for drinking now. Nothing is quite so tragic as digging
in someone’s cellar and stumbling upon a decade-old bottle of White Zinfandel!
Most producers are using Stelvin screw cap closures to avoid cork taint and
pretty much guarantee that the wine will be in good condition upon drinking.
Rosés are all about being fresh, fruity, and delicate - and that requires freshness
in the bottle. Always look for the most recent vintage and keep stock rotation
moving. Keep inventory at a minimum to avoid wine languishing in storage: in
fact, 3-6 months on the shelf is pushing it. If you are offering rosés by the glass,
keeping every bottle fresh is of utmost importance. Employ a vacuum system
or use inert gas to prevent the deterioration of the wine and loss of fruitiness
through oxidation so you can extend the shelf life for 3-6 days.
Service temperature is also worth noting. Rosés show best chilled to a
temperature of approximately 12-14°C, depending on grape type. The lighter
and more delicate the grape, the cooler the wine should be served. So a Pinot
Noir rosé would be served a few degrees cooler than one made from Syrah.
Have an ice bucket or insulated cooler that you can offer if guests are sitting on
a hot patio or if there is direct sunlight coming through your windows.
Not only should basics like correct service temperature be observed, there is
a distinct advantage in serving wine in a glass suitable to its type. The right
glass will highlight a wine’s strengths and camouflage its weaknesses. For rosés,
use a white wine type glass with a mid-size bowl and slightly tapered sides,
and ensure it is clean and polished. A modicum of staff knowledge about its
producer, area of origin, flavour profile, method of production, and a couple
of table side talking points about food and wine pairing goes a long way too.
That’s another big advantage of rosés. They have the juicy, delicate fruitiness of
an easy drinking patio wine, but also possess the weight and acidity necessary
to be especially food friendly. Seafood, salads, spicy Thai, and Indian dishes pair
well with rosés. White meat such as chicken and pork pair nicely too. Try rosé
with BBQ pulled pork sandwiches or ribs and baked beans. It’s even delicious
with the humble hamburger.
With the warmer weather here for a while, it’s time to re-think rosés, and you
and your guests can be on the leading edge of the next big thing.
Tim Ellison is a Certified Chef-de-Cuisine and Sommelier and holds the prestigious Diploma of Wine and Spirits from
the WSET (UK). He is currently Director of Food and Beverage Service at Pacific Institute of Culinary Arts, and is the
instructor for its Wine Studies Programs. Visit www.picachef.com.
Over-Service and Intoxication
LCLB Report
by Karen Ayers
During the past year the most frequent contravention
within Liquor Primary establishments
was permitting an intoxicated person to remain.
Over-service and intoxication are key public safety
issues, due to increased potential for violence,
impaired driving, physical harm, and negative
health and societal effects.
The Liquor Primary Terms and Conditions Guide
states that Liquor Primary establishments must
not serve a person to the point of intoxication.
In addition, you must not allow a person who is
under the influence of alcohol to enter or remain
in your establishment. You must also refuse
them service, ensure they are removed from the
licensed area and see that they depart safely.
Knowing how to recognize when a customer
is becoming intoxicated is important. Signs of
intoxication include:
• Red or bloodshot eyes
• Dishevelled appearance
• Odour of liquor
• Unsteadiness on feet
• Staggering
• Exaggerated care in walking
• Slurred speech
• Fumbling with small objects such as money
• Lack of alertness
• Exaggerated emotions
• Aggression
• Irrationality
There are ways to dissuade customers from
drinking too much. Consider actively marketing
non-alcoholic beverages, such as mocktails. Also
consider increasing food options as another way
to minimize risk. Customers take longer to drink
their beverage when they are eating. Either way,
chat with your customers before taking their order.
Ask them whether they have eaten or whether
they had been drinking elsewhere. If they had
been drinking, you will have to carefully assess
whether or not to serve them liquor.
maximum Drink Sizes
One of the ways to promote moderate
consumption is by following the maximum
allowable drink sizes. The maximum drink size per
person is 3 oz. (85 ml) of distilled spirits, 24 oz. (680
ml) of draught beer, two standard sized bottles (or
cans) of beer or cider, one large-size bottle of beer
or cider (up to 24 oz. - 680 ml), or 10 oz. (285 ml) of
wine. Pitchers or other multiple serving containers
totalling up to 1.5 litres of draught beer may be
shared by two or more patrons. You cannot sell or
serve whole bottles of distilled spirits, but you may
serve wine by the bottle if it is to be consumed by
at least two people with food.
minors as Agents Annual report
The results of the Minors as Agents Program for
the fiscal year 2012/13 are just in. Between April
1, 2012 and March 31, 2013, the LCLB conducted
555 inspections and the overall compliance rate
was 71%, compared to 86% for 2011/12.
One reason for the drop in overall compliance was
the expansion of the program to include higher
risk restaurants (49% compliance). Liquor was sold
to minors in: 90 LRS outlets (out of 326 visited), 7
government liquor stores (out of 85 visited), 36
food-primaries (out of 71 visited), 16 rural agency
stores (out of 50 visited) and 4 manufacturers (out
of 11 visited), 4 special occasion licenced major
events (out of 6 visited), and 2 Liquor Primary
establishments (out of 6 visited).
These results demonstrate that there is more work
to do on the part of both industry and government
to prevent the sale of liquor to minors in licensed
establishments.
The Publican
17
TAPPING INTO TRENDS
by Chris McBeath
18 The Publican Publican
Although “tried and true” practices may still hold
sway in smaller markets, woe be to those who
don’t keep one eye on the horizon. After all, bigpicture
trends have a way of filtering down to your
counter, especially if you’re in an urban centre that
caters to an international clientele.
As independent breweries take full advantage
of BC’s recently revised liquor laws, they’re not
alone. Other suppliers are growing their brand
recognition into self-styled tasting bars, cafés
and destination eateries. London has just opened
its first copper-pot gin distillery in 200 years - a
sign of specialty houses to come; and Anheuser-
Busch, partnering with other global breweries,
is opening up a new chain of Belgian Beer Cafés
in many airports, serving only their own brands.
Even unlikely candidates like Vogue magazine
have jumped onto the in-your-face, multi-level
branding wagon by establishing their own F&B
outlets in upscale fashion houses. Social media
calls this dimensional marketing, which these days
even the smallest retailer needs to heed.
The Five Favourites
1. microbrews rule
Craft beer volumes are growing exponentially
worldwide, and nowhere is this better seen than
in the Pacific Northwest. In Portland, craft beer
has about 40% of the beer market; in Seattle it’s
nearer to 30%; and in BC we’re talking only 20%.
Microbreweries see an enormous potential here,
especially now that BC laws have relaxed.
In 2013, expect to see more than a dozen craft
microbrewery start-ups around the province
alongside the three major brewery expansions
in the Vancouver area already underway - by
Steamworks, Mark James Group, and Central City.
Central City’s 65,000 sq. ft. expansion is one of
the biggest and triples the brewery’s production.
Garrick’s Head Pub in Victoria has also just finished
significant renovations, virtually doubling its size
and ballooning its selection of suds to 44 varieties,
including 22 from Greater Victoria breweries.
“We see beer going like wine did, in that consumers
are looking to enjoy a variety of flavours and
experiences that come from different regions,” says
Tim Barnes, VP, Marketing & Sales of Central City.
“Craft beer consumers spend up to 20 minutes in
their purchase decision looking at the labels, QR
codes, and learning about the product before
they purchase, so it’s a very involved process. It’s
a very different market from someone who heads
for the cooler for a regular six pack. Crafters really
like to experiment.”
Central City’s new brewery, which includes an
on-site tasting lounge, is set to open mid-July. Not
only will it help the company expand its popular
Red Racer line into new markets, it will set the
stage for a new series of high-end products as well
as the introduction of 750ml packaging. “Much
like VQA wines, for our seasonal offerings we’re
creating a themed beer series, that celebrates
different beer types and origins.”
2. Tap into Demand
Tap proliferation isn’t limited to beer. With
innovative dispensing systems wines, spirits,
and cocktails are getting in on the tap act. They
will even deliver product at your patrons’ tables.
In terms of wine, tap on demand is very much
part of the culinary culture. Its rapid growth has
prompted several restaurants and pubs to invest
in various inert gas systems to extend the life
of an opened bottle of wine. Keg wine is a hot
contender. Proponents report that the product
remains in its original condition for at least six
months, a quality that realizes about a 10 - 15%
saving over purchasing wine in bottles, and as
much as a 50% saving in waste. Keg wine appeals
to the triple-line sensibility - a real people pleaser
for patrons looking for variety; an earth-friendly
product since kegs are reused and bottles are
unnecessary; and cash savings for both the
proprietor and consumer.
3. Food Sharing
According to research companies JWT and
Technomic, small plates for sharing and snacking
are big business. The trend has even earned a
descriptor, “the snackification of North America”,
and refers to a movement of dining habits that
can no longer be defined as breakfast, lunch and
dinner. Consumers want their meals and snacks
when and where it’s convenient. They want
options that meet their dining and social needs,
such as late night choices to share among friends.
Pubs are starting to promote value-oriented snack
items and bar plates during late hours to cater to
younger customers; and chefs are paring down
entrées into small plates, while looking to street
trucks for snacking inspiration. Take note, more
than one-third of consumers expect to eat more
healthy snacks over the upcoming year, so content
is as important as flavour and visual appeal.
The Publican
19
4. Unexpected Artisan Flavours
Described as “giving the tongue a little more entertainment”, Tom Vierhile, Insights
Director, Datamonitor Research, says that food and drink must embrace quality,
authenticity and a 3-D effect involving touch, feel, aroma, and more. As a result,
mixologists are pushing new boundaries and evolving consumer expectations with
fresher and more ethnic flavours. Considered “bar chefs”, many are teaming up with
local producers for farm-to-glass herbs, fruits, and vegetables.
Craft beer consumers spend up to 20
minutes in their purchase decision
looking at the labels, QR codes, and
learning about the product before they
purchase...
5. Digital Drinks
Consumers love their mobile moments, so engaging with them via social media
platforms and technology is fast becoming a must-do. Wine, cocktail, and beer
lists presented on digital tablets put descriptive information, photos, and even
food-pairing suggestions at guests’ fingertips in bars and restaurants, while in-store
tablets and digital kiosks provide product details, ratings, and serving suggestions at
retail stores. Smartphone apps, along with QR codes on everything from packaging
to menus, can immediately connect consumers to interesting drink information.
Baum & Whiteman, international food and restaurant consultants, adds food for
future thought with another digital dimension. Consider this: The Japanese buy
everything from underwear to lobster from vending machines, but that’s only
scratching the surface. In other parts of the world, vending machines now produce
everything from freshly baked baguettes in France to a Lay’s machine in Argentina
that churns out warm, salted chips from real potatoes and sells them by the bag.
Touch screen beverage vending machines are about to make their debut in New
Orleans cabs! However, nothing beats Coke’s novel creations. In Korea, the “happiness
company” has an interactive dance machine where you imitate dance steps shown
on a large screen and the machine rewards you with bottles of pop; in Singapore, you
hug a vending machine lovingly and out comes some Coke. Some trend watchers
suggest that robot sales are coming to a corner near you as the new competitive
edge. So be sure to stay plugged in!
20 The Publican
Also watch for...
1. Soda Fountain Specials
Soda fountain favourites for grownups: floats, shakes, parfaits, and smoothies
laced with bourbon, peppermint rum, aquavit, Benedictine, or Chartreuse
along with flavoured syrups. Can wine-pops be far away?
2. Sugar is Sweet
The sweet trend continues, with varietals like Moscato showing up in table
wines and in pink sparklers across the country. Red blends also proliferate,
as do ciders that are broadening their appeal with their food-friendly
flavour profiles.
3. Wonderful Whiskies
Canadian whisky is making a comeback with products such as Lot No. 40,
Alberta Premium Dark Horse and Crown Royal Black. Look for critically
acclaimed products now coming from countries with little or no tradition
of whisky making, including Australia, India, Belgium, Sweden, and France.
4. micro-distilled Spirits
Canada is catching up with the US and Britain where the trend toward
smaller, independent spirit makers has reached maturity. Expect to see better
selections of boutique gins, rums, and absinthes amongst products from
Okanagan Spirits and Victoria Spirits in the West to Prince Edward Distillery
and Ironworks Distillery in the East.
5. natural Wine Bars
Natural wine has been gaining popularity as a healthy, environmentallyfriendly
alternative to mass-produced wines. Well established in Europe
and California, the concept is now crossing the border - natural wine bars
such as Hawksworth in Vancouver and Montreal’s Les Trois Petits Bouchons
are among the first in Canada.
6. new Life Inside
Eco products are morphing from something you can recycle to something
you can plant. Seeds are in everything from chopsticks to pencil stubs. Even
Molson Canada beer coasters are made of seed paper that will grow into
a tree when planted.
TRENDS IN
F&B
by Ann Mack
Here’s a forecast of key F&B trends that will drive
or significantly impact consumer’s mindset and
behaviour in the year to come.
ALLergen-Free: With food allergies rising
worldwide (a 2011 study found that as many as 1
in 12 American children may have a food allergy,
twice as high as previous studies found), we’ll
see “allergen-free” becoming as ubiquitous as
gluten-free. Products will multiply as more brands
build facilities dedicated to manufacturing foods
free of allergens like dairy, peanuts, egg, soy, and
shellfish.
CHIA SeeDS: Make room for another superfood:
Chia seeds, once part of the Aztec and Mayan
diets, offer protein, antioxidants, and fiber as well
as omega-3 fatty acids.
DeSALInATIOn: With forecasts of serious
freshwater shortages by 2030, and improved
technologies helping to lower production costs,
nations are investing in seawater desalination.
FAUX meAT: Meat substitutes are gaining
adherents among the masses as more people
cut down on meat for budget, health, or
environmental reasons and as faux meat gets
tastier and more convincing.
FOOD SHArIng: One of our 10 Trends for 2013
outlines the rise of peer-to-peer services, from
car-sharing to accommodation-sharing. One
of the newer categories is food-sharing, which
encompasses both meal co-ops - services like
Mealku in New York and Super Marmite in Paris
that enable sharing of home-cooked dishes - and
concepts like Feastly that bring disparate diners
together in the homes of amateur chefs.
HUmAne FOOD: Consumers will become more
concerned about the humane treatment of the
animals they eat, a trend that’s already underway
in Europe. Watch for animal advocates to bring
new issues to light and mainstream consumers
to pay close attention.
menU-Free DInIng: As more restaurants try to
be all things to all diners in this era of fussy eating
- catering to a multitude of dietary restrictions
and food allergies - some are going in the other
direction, adopting a limited-options approach.
mID-CALOrIe FOODS: The concept isn’t new
(and some previous offerings have bombed), but
food scientists are doing better at producing tasty
products that compromise between all or nothing.
With consumers wary of “light” and diet foods but
looking for healthier choices, it’s a potentially
lucrative niche.
TeFF: Consumed for thousands of years in
Ethiopia, this super grain has been slowly gaining
favor outside the Horn of Africa, due in part to
its exceptional nutritional quality. Teff is glutenfree,
full of essential amino acids, high in protein,
calcium, and fiber, and is low in fat. As consumers
embrace ancient grains like quinoa and millet,
we’ll see more interest in teff flour and recipes
that incorporate the tiny grain.
See how you can incorporate these trends into
your operations this year.
Ann Mack is the Director of Trendspotting at JWT, the world's best-known
marketing communications brand.
The Publican
21
Product Showcase
STIegL grAPeFrUIT
rADLer
Beer
Austria
“Radler”, the German derivative
for “Cyclist”, originated in
Bavaria where bicycle riding
became a popular pastime.
Cyclists wanted to enjoy a lowalcohol
beer without resorting
to “light” brew. That was when
the “Radler” was born - a halfand-half
mix of beer and juice/
soda.
Stiegl Radler is half Stiegl
Goldbrau Lager & half
grapefruit juice made with
purely natural flavours. Lower
in calories and it’s light and
refreshing! Only 2.5% and 75
calories per half pint.
The purity of Stiegl with pure
grapefruit juice.
Available June 2013
500ml cans $2.99
SKU 319327
604-838-6389
www.mcclellandbeers.ca
22 22 The Publican
WArDS HArD
APPLe CIDer
Cider
Canada
With the planting of ciderspecific
apples from Europe
on our Kelowna family
estate in the early 1920s, our
great grandfather George
Washington Ward began a
rich family tradition in the art
and appreciation of cider.
Made with a blend of
Bramley, Jersey Chisel,
Bulmers Norman, Porters
Perfection, Lord Lambourne,
Belle de Boskoop and a
touch of Cox’s Orange
Pippin, Wards Hard is a
unique proprietary cider
full of flavour and pleasing
aromatics. Off-dry, crisp and
refreshing and pairs perfectly
with BBQ ribs and Asian
Fusion.
5.5% alc/vol
gluten Free
6 x 355ml cans $10.70
SKU 144543
250-860-0742
www.wardshardcider.com
1884 reSerVADO
mALBeC 2011
red Wine
Argentina
90 pts. Winescores.ca
“Crazy Value” - Anthony
Gismondi, Vancouver Sun
British Columbia’s bestselling
wine from Argentina
over $11.99 retail.
“Cracked black pepper,
blackberry and black plum
followed by prolific roasted
coffee and brown spice.
Sweet and concentrated,
layered with savoury
components. It has a
long, bright finish trailing
bittersweet cocoa flavours”
Please contact us for shelf
talkers, neck hangers and
posters.
750ml $16.99
SKU 770925
604-737-0018
www.dhs-wine.com
LA PODerOSA reSerVA
CABerneT SAUVIgnOn
2010
red Wine
Chile
“The Powerful One”
The perfect wine for the
Motorcycle Enthusiast
90 pts. Winescores.ca
“The Cabernet offers up
aromas of spicy black
currents, grilled bell peppers,
bittersweet cocoa, dried herbs
and an earthy meaty core.
It’s a succulent wine that is
hearty and laden with toasted
brown spices, black fruit and
chocolate.
A wine for grilled meats or
aged cheeses”
restricted/Spec
12 x 750ml $14.99
SKU 206300
604-737-0018
www.dhs-wine.com
TrICerAHOPS DOUBLe IPA
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USA
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Spec
650ml $6.50
SKU 303057
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IO JUAneS TemPrAnILLO
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SKU 016865
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BeACHCOmBer SUmmer
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Canada
Silver medal winner at the
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6 x 341ml $11.99
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50L Keg $186.00
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www.vibrewery.com
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The Publican 23
Firefly Fine Wines & Ales
by Chris McBeath
When asked what makes Firefly in Maple Ridge so different from other retail
outlets, Manager Holly Stone doesn’t miss a beat. “Because we are 80% Spec,
we carry stock that you won’t find in a more mainstream liquor store. We thrive
on practically everything new.”
When queried about her biggest challenge, Holly’s response is equally quick.
“There are so many breweries - and wineries - springing up now, my biggest
dilemma is how to fit all their products into the store.” It’s a quandary that
Holly and her staff of five seem to relish, and it’s what has turned Firefly into a
regional go-to destination as much for its specialty products as for the overall
purchasing experience.
With more than 14 years in retailing, (7 in the liquor industry), Holly’s experience
stands her in good stead to keep the Firefly hopping. She helped open the store
in October 2009 as assistant manager, and her appointment to manager last
October recognizes her drive, commitment, and hard work - all of which she
juggles with the needs of a 5 year-old daughter and 2½ year-old son.
24 The Publican
“I guess retailing is my specialty,” she says modestly. “I’m as passionate about
the process as I am about the products themselves. In fact, in terms of product
knowledge, our staff is hard to beat. Each of us has a particular love - whether
it’s for regional craft brews, wines, or spirits - so as a team we have a strong
base to help patrons, including professional chefs, with pairings and other
serving suggestions.”
This has resulted in some innovative customer-friendly features. One is
Firefly’s food-pairing wall where wines are displayed as recommendations to
complement beef, poultry, fish, and pizza. With the growing popularity of beer
and cider pairings, lagers, ales and stouts will often find their way to the wall,
though they are usually tied in with calendar events such as St. Patrick’s Day,
Thanksgiving, and Valentine’s Day.
We’re constantly trying new products,
attending seminars, and upgrading our
knowledge…
Firefly also hosts regular tastings of both wine and beer, and puts
a priority on getting to know customer preferences. Staff uses
social media such as Facebook and Twitter to promote specials;
these mediums are quicker and easier to manage than blogs, and
have far more immediate impact. The store’s large, walk-in fridge
is another unique feature with shelves that are stacked with
perfectly chilled, ready-to-go selections of craft beer and wine.
“The newness factor keeps us forever interested and enthusiastic,”
Holly continues. “We’re constantly trying new products,
attending seminars, and upgrading our knowledge - in our own
time - so that working here is a way of sharing our bliss. It makes
for busy days and keeps us all very positive.”
Without doubt, craft beers are Firefly’s biggest draw. According
to Holly, it has the region’s largest selection as well as a vast
array of wines (including hard-to-get batches from some of
the Okanagan’s smaller wineries), and a growing selection
of whiskies and ciders, both of which are becoming hot
commodities with Millennium drinkers.
“We carry almost 800 varieties of craft beer and are the go-to
place for beer aficionados, because they know they can always
find their top choices alongside new adventures,” explains Holly.
“We’ll try anything new, and their input helps us decide the shelf
life of a particular line. That’s no easy task, because in all honesty,
there aren’t many craft beers out there that aren’t really good.”
This is a hard-won opinion since Holly admits to not drinking or
even liking beer before she got into the liquor industry. “I realized
that I didn’t like beer because I was drinking the wrong ones,
but you acquire a discerning palate. Now, dark smooth beers
are among my favourites.”
Although Firefly Maple Ridge operates autonomously from
its counterpart in Vancouver (each outlet serves very different
markets), Holly certainly sees the value in exchanging ideas
and concepts. Currently, she’s reviewing the set-up of Firefly’s
Vancouver wine club for Maple Ridge. However, she might give
hers a beer twist, especially since she already has an online
ordering system that suds-lovers use to get “first dibs” on fresh
brews.
“I love the retail management side of the business,” Holly
enthuses. “There’s always something to research and learn, so
that even during slower times, it can be incredibly busy. I guess
you could say I’m hooked on feedback. Finding a new winery,
or discovering a new taste that we can share with customers
is such a joy!”
The Publican
25
ABLE welcomes the following new members:
Brick House Bar & grill in Fernie; Fringe Café in
Vancouver; Hops Cold Beer and Wine in Fort St.
James, Pint Public House in Vancouver; Sandpiper
Pub and Sandpiper Liquor Store in White
Rock; Thompson Hotel & Conference Centre in
Kamloops; ULounge Bar and UL Liquor Store in
Surrey; and Westsydor Pub and LrS in Kamloops.
From the Donnelly Group, these LPs in Vancouver
are now ABLE members: Bar none Cabaret, The
Bimini, The Butcher & Bullock, The Calling Public
House, The Lamplighter Public House, Library
Square Public House, and The Queen’s republic.
New associate members include Authentic Wine
& Spirits merchants in Burnaby and Island ATm
in Victoria.
In conjunction with the launch of their
Beachcomber Summer Ale, Vancouver Island
Brewery has partnered with Surfrider Vancouver
Island in support of their Combing the Coast beach
cleanup initiatives. This beach cleanup program has
been hitting Island beaches monthly over the past
five years in an effort to clean up and reduce debris.
26 The Publican
Names in the News
by Debbie Minke
BC Business recognized Summerland’s Okanagan
Crush Pad (OCP) as one of its top innovators of
the year, while the Thompson Okanagan Tourism
Association (TOTA) awarded the winery its
Technology & Innovation trophy.
Congratulations to Vancouver’s Sylvia Hotel, which
celebrates its 100th anniversary this year. The iconic
property can lay claim to many industry firsts.
It installed one of the first elevators in Western
Canada. It opened the first cocktail bar in Vancouver
in 1954, and until 1958 it was the tallest building in
the West End with Dine in the Sky on the 8th floor.
It was also one of the city’s first pet-friendly hotels.
In addition to the restaurant, Sylvia’s Lounge
continues to entertain patrons who enjoy the large
picture windows and cozy fireplace.
Steamworks Brewing Company announced that
for the first time in 17 years, they are welcoming a
new brewmaster. Caolan Vaughan will be taking
over the reins from long-time brewmaster Conrad
gmoser. With his international experience in
the craft beer market, Vaughan brings his own
modern twist to craft brewing. With his role in
the design and commissioning of Steamworks'
new 50 hectolitre brewhouse located on the
Vancouver/Burnaby border, Vaughan is already
busy practicing his skills.
Culmina Family Estate Winery welcomes Pascal
madevon to their team. He is a classically trained
winemaker and viticulturist with over 20 years of
experience in Bordeaux and the South Okanagan.
Congratulations to Scot Curry (Alta Bistro,
Whistler), and gez macAlpine (Keefer Bar,
Vancouver) for winning Canada’s Iron Bar
Competition. This event, hosted by the Canadian
Professional Bartenders Association and
sponsored by Nons Drinks, challenged each of
the contestants to create a short drink containing
a minimum 15ml of Giffard’s Menthe Pastille. Curry
and MacAlpine will be competing in Giffard’s
Grand Final in Angers, France this month.
If you have any noteworthy community contributions,
please email the details to Debbie at
debbie@emcmarketing.com.
BC Hospitality
Foundation
by Renee Blackstone
The BC Hospitality Foundation is getting good support from the province's
licensed establishments who know of its work, as it continues to raise funds for
grants to those who face a financial crisis due to medical or health problems.
“The BCHF has been a beneficiary of third-party events, and we're very grateful
for that. It's helped us to increase our bottom line, but we know we can do
a lot more and are trying to get the word out to those establishments that
may not yet be aware of what we're all about,” says BCHF Executive Director
Alan Sacks, adding “We would like to be the beneficiary of events that need
or would benefit from having a charitable component.”
Among recent events that helped raise the funds and the foundation's
profile was a benefit held at The Brewhouse in Whistler. The event garnered
a Mountain FM interview and a story in Pique Newsmagazine explaining the
foundation's work as well as support from the Restaurant Association of
Whistler. “The turnout was good and demonstrates the kind of exposure we'd
like to see more of,” says Sacks.
Another event for which the foundation is the primary beneficiary is Brewery
and The Beast - a Festival of Meat planned for June, in Vancouver. More details
about this event are posted at bchospitalityfoundation.com.
The BCHF has given out several grants recently. One went to Karen Olynk,
a 25 year-old server who has worked for White Spot, Smitty’s, and Christie’s
Carriage House Pub in Victoria. Karen received $3,000 from the BCHF to assist
her while she undergoes four to six months of chemotherapy treatments
for Hodgkin’s lymphoma. In a thank you letter to advisory board member
Jeanie Crane, Karen wrote, “I want to say the biggest thank you for all you
have done. I am so grateful for the foundation and the funds you have sent
to me. The kindness and generosity warms my heart and proves that helping
one another in this uncertain world has not disappeared. May your heart be
filled with many blessings.”
Another beneficiary is Nicole Carter, a 39-year-old server at Joe Fortes Seafood
& Chop House in Vancouver, who was given $2,500 by the BCHF to support
her during her recuperation from a badly broken ankle. Part of the money
matched the $1,000 raised by the restaurant.
In other BCHF news, a new fundraising event called the BC Hospitality Games
will be held later in the year. The foundation is looking for committee members
to help organize sponsorships, solicit team participation, organize volunteers,
and put on an after-games party. Please contact the BCHF if you can help.
Volunteers are also working hard on the foundation's other major fundraisers,
including the annual golf tournament on July 15 at Westwood Plateau, and
Dish 'n Dazzle on May 30 at the Pan Pacific.
For details on any aspect of BCHF work and/or events, please contact Alan
Sacks at asacks@bchospitalityfoundation.com.
Renee Blackstone is a freelance journalist who sits on the BCHF advisory board.
The Publican
27
THREE CHEERS
FOR CHARITy!
by Terri Perrin
BC Pubs and LRSs Put the “Fun” in
Fundraising
When it comes to giving back to their communities,
BC’s pubs and LRSs are champions of charity. From
sponsoring sports teams to donating to silent
auctions, or hosting special events, members of
the Alliance of Beverage Licensees of BC (ABLE) are
an energetic, creative, and kind-hearted bunch!
28 The Publican
Dave Crown is general manager and owner of
the Crown Group, which operates several Lower
Mainland pubs - The Lennox Pub, Seymour’s Pub,
The Jolly Coachman Pub, and Rhino’s Pub & Grill.
While Crown is proud of all that his company
does to support the community as a whole,
he is particularly pleased with their collective
efforts to raise money for Canuck Place Children’s
Hospice. This is a non-profit organization that
offers comprehensive healthcare in a home-like
environment to over 450 children and teens with
life-threatening illnesses and their families from
across BC. There is no cost to the families for
Canuck Place programs and services..
The hospice is partially funded with money raised
through 50/50 draws during NHL hockey games,
and when there is no hockey, this revenue source
disappears. During the season-long 2004/2005
NHL lockout, Crown approached ABLE to see if its
members could work in a spirit of collaboration
to help the charity. They did not disappoint. That
season, tens of thousands of dollars were raised
for Canuck Place. This fall, when the NHL faced
another months-long lockout, Crown rallied ABLE
members for support, and more than $20,000 was
raised for Canuck Place.
“Aside from its significance for the community, I
think fundraising gives our employees a sense of
purpose, and it certainly brings them together,”
observes Crown. “We have contests on who can
sell the most 50/50 tickets. It creates some friendly
competition.”
The Berezan Hospitality Group also got on board
the Canuck Place fundraising bandwagon. Owner
Ralph Berezan organized 50/50 draws in three of
the corporation’s pubs - the Wheelhouse Pub, the
Golden Spike Pub, and B’s Public House. These
three establishments collectively raised over
$16,000. As a real show of community compassion,
their first 50/50 draw winner, Kyle Chapman,
donated the $3,000 he won back to the charity.
While the Canuck Place fundraising was organized
through the Berezan Group’s head office, dozens
of other requests come through at the grassroots
level. Each of the organization’s 10 liquor stores
and four pubs as well as a resort, wedding venue,
casino, and retreat hostel were encouraged to
choose charities of their own to support.
In addition to raising money to support a variety of
community causes, it gets people who might not normally
come to a pub to come out and enjoy themselves.
Samantha McQuade, assistant manager at
Berezan’s Wheelhouse Pub in Surrey, notes that
they get plenty of requests for support, and in
order to make their decisions, they ask for all
requests in writing. “We meet weekly at head
office to decide which programs to take on,”
explains McQuade. “Most of the larger charity
events are handled through head office, but local
programs are dealt with at each location. For the
Berezan Group, fundraising is about more than
just the tax receipt. It is nice to feel like part of the
community, and the patrons love the fact that we
are open to their ideas.”
However, fundraising isn’t just a game for large
corporately-owned establishments! One of the
most popular ways to raise money for charity
in the city of Merritt is to host a steak dinner
fundraiser at the Grand Pub & Grill. This familyrun
business managed by Dana Egan hosts
about 36 of these fundraisers annually, and raises
thousands of dollars for both registered charities
and urgent community needs, such as caring for
victims of fire, illness, or other tragedies. “These
dinners create a very positive image for the Grand
Pub,” describes Egan. “In addition to raising money
to support a variety of community causes, it gets
people who might not normally come to a pub
to come out and enjoy themselves. It warms my
heart to know that what we are doing is of benefit
to individuals in our community - especially with
the way the economy has been in the past few
years.”
Fundraising? Keep it Legal!
Scott McQuade, owner of Scotties Liquor Store
in Squamish, states that fundraising becomes
particularly meaningful when there is a direct
connection between the staff and the chosen
charity. “We recently raised over $50,000 to help
the families of two very sick local children,” he
explains. “Both of these kids are related to past
or current employees in some way, so raising this
money was great for staff morale, and truly made
a difference for these families.”
McQuade adds that community support can be as
simple as donating a few bottles of wine for a silent
auction or as intensive as helping to organize
events that engage both staff and the community.
In this community of 17,000, Scotties Liquor Store
has been a major sponsor of the Squamish Days
Loggers Sports Festival (held the August long
weekend) for the past four years.
And one must not forget the significance of
supporting the efforts of employees who volunteer
or participate in sports. Whether you choose
to put your business’s name on a hockey jersey
or allow some flexibility with staff schedules to
accommodate volunteer (or sports) commitments,
it does pay off. As an example, McQuade proudly
reported that one of the members of his team,
Shanda Dosanjh, is a volunteer extraordinaire in
their community. She was recently awarded the
2012 Chamber of Commerce Citizen of the Year
Award. Recognition like this is positive public
relations that money just can’t buy!
Most types of revenue-generating gaming in BC - such as raffles, 50/50 draws, sports pools, meat draws, bingos,
poker games, and other games of chance - require a licence. If your pub, liquor store, group, or organization is
planning to hold a gaming event for the purpose of raising funds to benefit the broader community or a third
party, you must apply for one of several different classes of licences. Here are some things you need to be aware of:
• A licence must be applied for well in advance of the proposed gaming event.
• Licensees are responsible for, among other things, following the guidelines and standard procedures related
to the gaming event, and for using the proceeds to support the eligible programs stated in the licence.
• The class of licence you'll want depends on how the group or organization is structured, how much money
you expect to raise, the value of your prizes, and the price of your tickets.
For more information, visit www.gaming.gov.bc.ca/licences/index.htm.
If you are donating liquor for an auction or gift basket, the LCLB requires “that the auction is taking place
at an event licensed under a special occasion licence, in a permanent licensed establishment, or if no other
liquor is being sold or consumed, in an unlicensed venue. The donated wine/liquor must be commercially
made (i.e. no homemade or UVin wine), and the auctioned liquor must not be consumed at the event.”
The Publican
29
STOP, THIEF!
HOW TO REDUCE THEFT IN LRSs
30 The Publican
by Joanne Sasvari
Great Canadian Liquor Warehouse
Darryl Lamb is flipping through the pages of his “rogues gallery”, a binder full
of images printed off the security cameras at Vancouver’s Legacy Liquor Store.
It’s a montage of people stuffing bottles in their bags and pockets, down their
pants and under their arms, before making a dash for the doors. Some are
stopped in time; others are not. None, needless to say, are welcome back. “It’s
a big problem,” says Lamb, the store’s general manager. “If you’re not vigilant,
they will rob you blind.”
When it comes to retail theft, the numbers are staggering. Worldwide, retail
losses due to “shrinkage” exceeded US $119 billion in 2011 alone, representing
1.45% of total retail sales. That’s the highest number ever recorded by the Centre
for Retail Research’s annual Global Retail Theft Barometer.
In BC, things are slightly rosier. A recent provincial government report noted
that property crime, including theft, is at “its lowest point in approximately 30
years”. Yet the same report pointed out that theft accounts for 48% of property
crimes and one in three Criminal Code offences, that 98% of those thefts are
under $5,000, and that property offences still report the lowest clearance rates
of all crimes. All of that means theft continues to be a serious issue for BC’s
independent liquor retailers. As Lamb points out, “You can’t mitigate it. It’ll
never be zero. There are always people in a desperate situation.”
So, what can you do to prevent your stock and your profits from vanishing
before your eyes? Here’s what the experts have to say.
To Catch a Thief
Loss prevention is big business, and a growing one. According to the Global
Retail Theft Barometer, spending on loss prevention soared 5.6% in 2011 to a
whopping US $28.3 billion worldwide. And no wonder. As Kerry Beatty, owner
of Watchdog Loss Prevention, points out, “Theft really varies. Any retail business
has it, and obviously the ones that have it the worst are the ones that make
it easiest.”
Certainly, investing in security cameras and identification tags is a good idea.
However, there are also some common sense things retailers can do to protect
Toro's
themselves. The best solution to the problem of theft is implementing a multilayered
plan that incorporates both loss prevention equipment and savvy staff.
Vancouver Police Department Const. Anne Longley suggests retailers start by
taking what she calls “the customer service approach”. Every customer should be
approached by a staff person “to let them know they’ve been seen,” she says. “It’s
a very non-confrontational way that people can realize, ‘I’m not anonymous.’ ”
The staff is the key…. What you think
you’re saving in staff members, you’re
losing in theft.
The Publican
31
32 The Publican
It’s important, Longley adds, to train staff in recognizing shoplifters’ patterns,
such as constantly moving eyes looking for security cameras. They should know
the different types of shoplifters, including professional thieves, desperate
drunks, illegal minors, and impoverished seniors looking for holiday gifts.
Employees should also be trained in what to do if they spot a thief.
Just as importantly, a store should have enough staff to handle any problems
that do arise. “The staff is the key,” notes Lamb. “What you think you’re saving
in staff members, you’re losing in theft.”
Store Layout
Even though Beatty’s job is installing security systems, he knows that’s not the
only way to beat a thief. “Poor sight lines and poor customer service would be
two of the biggest contributors to customer theft,” he describes.
From the till, an employee should be able to see to every corner of the store.
That means keeping displays, posters, and shelving units low and angled so
people can’t vanish down an aisle. It also means keeping the store clean and
uncluttered.
In addition, the till should be located near the door so every customer has to
walk by a salesperson to leave. What should not be by the door, however, are
valuable or desirable products that could attract “grab and run” artists. Instead,
those products should be locked up or put out of reach, so customers have to
ask a staff member to access them.
High-tech Solutions
Technology offers a number of solutions for retail theft, such as radio frequency
identification (RFID) tags, which range from simple paper stickers to large
clunky plastic monitors that set off alarms if they are not deactivated before
leaving the store.
Most stores also have a security system. The problem is, many of those systems
aren’t up to the job. Often, Beatty finds, cameras are poorly located, the
instruction manuals are missing or the system is too poor in quality to do the
job properly. If your security camera provides nothing but grainy, blurry, black
and white images - or worse, if it still records on video cassettes - it’s time for an
upgrade. Even the lowest megapixel versions of today’s digital security cameras
provide six times the resolution of standard cameras.
“You must have at least one and preferably two cameras for identification,”
Beatty explains. “Have cameras at the back exits and receiving doors to monitor
what is going on outside the door.” He also advises to make sure that any camera
located near the entrance isn’t looking down at the door, where it can easily
be defeated by a baseball cap.
Staff Issues
Not every thief comes in off the street. In fact,
statistics show that about 35% of store theft is
committed by employees. “Unfortunately, if you
are in business long enough, you will have staff
theft, and the longer they get away with it, the
bolder they become,” Beatty says. “When the
systems to deter and catch them are not in place,
they are more likely to start stealing.”
Beware of employees who pay too much attention
to security systems, who “reorganize” record books
or who arrive early and/or stay late. Keep an eye
on what goes into garbage bags and make sure
boxes are broken down before they leave the
store. Stay on top of inventory, so you can catch
any suspicious patterns before they become big
problems.
It helps to hire the right people in the first place.
Always do background checks and call references.
Then give your staff reasons to stay loyal. As Lamb
points out, “It’s all about morale. If people hate
where they are or feel unappreciated, that’s where
you have a problem.”
Enforcement
Say you catch a thief stuffing a bottle in his
backpack. What do you do now? Longley
recommends calling 911 if you catch a theft in
Even the lowest megapixel versions of today’s digital
security cameras provide six times the resolution of
standard cameras.
progress. “It doesn’t matter if it’s a bottle of wine,”
she says. In the meantime, staff should collect as
much information as possible for the police and
any potential prosecution.
Whatever you do, don’t chase or tackle the thief
yourself. You have no way of knowing what
motivated that person to steal, how desperate
they may be, or whether they are carrying a
weapon. As Longley says, “You don’t want to put
yourself in harm’s way for a bottle of booze.”
Due diligence is key in reducing theft. Make sure
you’ve done everything possible to protect your
staff, your store, and your merchandise.
The Publican
33
BEER & FRUIT PAIRING
by Adam Henderson
If you like beer, you’ve almost certainly noticed it’s
a boom time for the craft brewing industry. This
renaissance has brought new breweries, new styles,
and a welcome focus on beer and food pairings.
With summer approaching, it’s a great time to check
out some pairing concepts, and how you can match
a couple of beer styles with fruit that will be readily
available all season.
To make things a bit easier, we will focus on two
beer styles that are easy to find during the summer:
traditional pilsners, and Belgian-style witbiers. If
you want to branch out, it’s easy to do - just have
fun with it.
When trying to find a beer for a fruit or fruit-based
dish pairing, consider:
Impact - How strong is the beer, and how full is its
flavour? You don’t want your beer or your food to
outmuscle its partner.
Balance - Is the beer mostly balanced, sweet,
or bitter? Generally, balanced beers won’t work
well with really sweet foods or really bitter foods.
However, with sweet or bitter beer you have the
option of trying to compliment the food (sweet with
sweet, bitter with bitter), or contrast it (bitter with
sweet, or vice versa).
Flavour - What’s the main character of the beer? Is
it hoppy, malty, sour, yeasty, fruity, etc.? This is the
fun part. You may wish to pair a Chocolate Stout
with cherries, or a yeast-driven Hefeweizen with
spicy Mexican food.
34 The Publican
Pilsner
Pilsner is a word everyone knows, but most are not
really familiar with the traditional style, as it’s been
somewhat corrupted by large breweries over the last
70-80 years. Pilsner is the original lager style, a classic
originating in what is now the Czech Republic, and
further popularized by the Germans. Traditional
pilsners can be either Bohemian (Czech) or German,
and although they are slightly different, both offer
a relatively light, clean body, restrained maltiness,
and a dry snappy hop finish cleansing the palate.
Traditional pilsner can be perfectly paired with fresh
melon and prosciutto. The juicy melon flavours
will shine with the clean body of the beer, and the
carbonation of the pilsner will lift off any fat from
the prosciutto. Another great match with pilsner is a
grilled cheese sandwich made with old cheddar and
fresh apple slices. The sharp freshness of the apple
compliments pilsners nicely, and again the snappy
hop finish will help clean your palate of the cheese.
For dessert, a well-balanced pilsner will even work
with the perennial summer favourite, strawberry
and rhubarb pie.
Witbier
Witbier-style beer originated in Belgium and
employs a large percentage of wheat in the grist,
often as much as 50%. However, the name means
“white” not “wheat”, and refers to the colour of
the finished product. These beers are light and
refreshing, and the addition of orange peel and
coriander in the brewing process provides enough
complexity to make them very interesting. Often
bartenders will pair witbier with lemons or oranges
by putting slices of these fruits in the beer glass.
Please don’t do that - it sullies the beer, or at best
distorts it. However, you can take a cue from this
practice and use fresh fruit outside of the glass.
Fruit salad is a terrific pairing with witbier. Fruits that
match especially well include melon, pineapple,
and blood oranges.
One of the most enterprising uses of fruit in witbier
itself is watermelon. Produced by a few breweries,
and one Vancouver-based brewer, these flavours
work exceptionally well together. They can easily
be duplicated with a regular witbier and actual
watermelon. Watermelon and feta salad is a simple
and refreshing dish that pairs extremely well with
the crisp and fruity citrus notes of a good witbier.
Just don’t go too heavy on the feta.
This summer, offer your customers a new tasting
adventure by pairing beer and fruit. They’ll be
impressed!
Adam Henderson is a Certified Cicerone, BJCP Certified Judge, and Founder
of Copper & Theory, Artisan Beer Supply Co.
The Publican
35
THAT’S ENTERTAINMENT!
NEW TRENDS AND OLD STANDByS KEEP
CUSTOMERS ENGAGED
36 The Publican
by Carol Schram
When it comes to bringing traffic into BC’s licensed
establishments, bar manager Dréa Philip of the
Harewood Arms Pub in Nanaimo sums it up without
wasting words: “You have to give people a reason to
come into your bar and spend their money.”
Advancements in technology and a strong desire
for engaging activities are the two biggest trends
driving entertainment offerings around the
province.
Television: The Bigger the Better
Live sporting events are a big draw at many bars
and pubs. Technological upgrades have been key
to encouraging customers to leave home and join
the party.
Harewood Arms did their most recent television
update before the start of the 2012 NFL season,
while the Barley Mill Brew Pub and Sports Bistro in
Penticton has recently turned up the juice with a
new 80-inch TV and enhanced audio system. “We
carry UFC as well,” says Barley Mill’s events/marketing
manager Kori Iceton. “People come out in flocks for
that. There are now only two places in Penticton that
show UFC. We’re packed for those nights.”
In downtown Vancouver, Red Card Sports Bar +
Eatery at the Moda Hotel opened just before the
2010 Olympic Winter Games. They feature 18 HD
TVs and two giant projector screens. “Every one
of our TVs is controlled by an individual cable box,
meaning we can please every sports fan by putting
them in front of their game,” explains Colette Lynch,
food and beverage sales manager for the Viaggio
Hospitality Group, which operates Red Card. “Our
sporting events are fan-driven.”
Operators throughout BC were thrilled to have the
NHL and Vancouver Canucks back on the menu
after the league’s work stoppage ended in January.
“People held a grudge at first,” describes Barley Mill’s
Iceton. “We did a free hockey pool to get them to
come in every week and put in their picks and
watch the game. We also upgraded to the Centre
Ice package, so we have every game, no matter
what the time zone.”
“Hockey has made a big difference since it has been
back,” agrees bar manager Ron Grossman of the
Paddlewheeler Pub in New Westminster. “We’ve
done it a bit differently this year, giving away lots
of jerseys and tickets. It usually fills up pretty well
for the games.”
The Paddlewheeler has also remodeled its old
pool room. “It has one big screen and two 55-inch
TVs back there. It’s a room for private functions
or meetings but I’m noticing quite a trend on the
hockey games now. People like to sit back there.”
Keep the Music Playing
Old-style pub games like pool and darts are on
the way out, but interactive activities are thriving.
At the Harewood Arms, you can play music trivia
on Wednesdays or sing your heart out at karaoke
on Fridays. The Barley Mill has offered karaoke in
Penticton for more than 13 years. They’re currently
hosting two karaoke nights, including a Karaoke
Star Search competition that runs in conjunction
with local radio station Sun FM.
Barley Mill also does a Music Bingo night, and at
the Paddlewheeler they’ve been passing out bingo
cards and dabbers for the past eight years. “We get
a lot of the regulars that come out for it. They play
20 seconds or so of a song. Under the B-I-N-G-O it’ll
The Publican
37
have the song and the artist, so you’ve just gotta find it. It keeps people sticking
around and it’s fun. It’s always a good laugh,” describes Iceton.
Live music remains a trusted draw. The Barley Mill brings in bands during the
busy summer months, while Harewood Arms has live music every Saturday.
They’re adding younger bands to their roster in an effort to bring in the college
crowd. “We have a very strict no-cover policy,” explains Philip. “That helps with
them choosing us over other bars - the fact that they don’t have to pay to be
entertained.”
38 The Publican
Advancements in technology and a strong
desire for engaging activities are the two
biggest trends driving entertainment
offerings around the province.
When there’s a break in the sports action at Red Card, they fire up their new
TouchTunes digital jukebox. “We have had it since mid-September and our
customers love it!” enthuses Lynch. “Our house music plays through the system,
and it sees a lot of traffic in the evenings.”
The TouchTunes system allows venues to control the music that’s played in their
establishment through access to a huge song library. Bar managers customize
their music choices to fit the format of the venue, then customers have the
opportunity to pay to select exactly what they’d like to hear. Revenues are
shared between the venue, the jukebox provider and royalties to the artists.
“The jukebox is very cost-effective,” reports Lynch. “Customers love to be able to
control the choice. We have one guest who likes to come in for the occasional
early afternoon beer, and he feeds the machine to listen to heavy metal. He tells
us that without a heavy metal bar in Vancouver, this is his favourite place to be!”
Think Outside the Box
Just down Granville Street from Red Card, you’ll find The Bottleneck, a new bar
located next to its sister establishment, the legendary Commodore Ballroom.
“Technically, the room is set up so that almost any type of experience is possible,”
describes promotions manager Juliana Moore. “{It has} multiple video screens,
projectors, various DJ setups - even a makeshift stage for live music. Sound,
visuals and flavours overlap, so we’ve been able to get really creative with our
events. Think David Bowie sound over Blade Runner visuals with rosemary
fried chickpeas taste.”
Moore says The Bottleneck strives to bring the element of surprise. “Most of our
events aim to capture an event and its mood in the least obvious way. We’ve
done pizza and movie nights, the Roaring Twenties, a Johnny Cash tribute show,
and after-parties for all sorts of bands. Right now, we’re focused on Wednesday
night trivia and showing HBO’s Game of Thrones on Sundays.”
Remember the Audio
As a brand new establishment, The Bottleneck incorporated its entertainment
and technology decisions into its overall design process. This is ideal, according
to Dave Turner of Best Buy Canada.
“I don’t think that a lot of pub and bar owners look at this stuff early enough.
It’s usually, ‘Okay, I’ve got the design’, then they contact us to see what they
can shoehorn into the location instead of looking at how the flow goes, where
people are sitting, sightlines, and all that kind of stuff.”
Turner says the movement towards installing bigger, better TVs is basically
complete. Venues are now turning their attention to versatile video walls,
outdoor screens in their patio areas, and centralized video switchers that allow
owners more control over the content on the televisions, including advertising
and promotion. Audio was largely forgotten during the video upgrade era, so
sound systems are now being upgraded to catch up with the visuals.
Whether it’s a hi-tech interactive projector entertaining guests at your front
entrance, or a low-tech trivia night, entertainment is all about giving patrons
a good reason to join the fun.
The Publican
39
SERVE UP
GREAT
ENTERTAINMENT
Great audio/visual entertainment
provides the perfect complement
to your house specialties
Your menu and in-house entertainment system work in
tandem to give your restaurant, bar or pub a special vibe.
We can help you whip up great dining entertainment using
the latest HDTVs, sound systems, projectors and digital
menu boards. We match our products and services to your
needs as meticulously as you pair food with drinks.
BEST BUY FOR BUSINESS OFFERS
A BROAD RANGE OF TECHNOLOGY
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• Digital menu boards
• Background and zone audio systems
• Indoor/outdoor audio/visual systems
• Commercial grade systems
www.BestBuy.ca/BBFB
• Complete customized
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SPECIALIZED
TO SUIT YOUR NEEDS
TVs
– Wall or ceiling mounting
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PROJECTORS
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AUDIO
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VIDEO DISTRIBUTION
– Installation and programming of sources
(cable boxes, blu-ray etc.)
– Panel wiring across floors
– Wire concealment
VIDEO WALL
– Design and install of multi-panels
Email us at forbusiness@BestBuyCanada.ca or call us at 1.877.423.3429 to discuss you business needs today.
ABLE Benefits
by Ian Baillie
Being a member of ABLE BC just got even better! Members find the most value
in ABLE’s advocacy role by having someone defending their interests in the
face of changes to our industry. If the government suggests Sunday openings,
ABLE will be leading discussions on why this would be harmful to independent
stores and an unnecessary expense to taxpayers. Since the 0.05 legislation was
passed, ABLE has been working on a legal case debating the legality of the ARP
regime. While advocacy on your behalf is the most important benefit to joining
ABLE, it’s nice to have a few perks on the side. Here are a few more benefits that
ABLE members can take advantage of for their businesses:
• Preferred Credit Card Rates: ABLE BC has signed a new contract with Global
Payments providing our members with the following competitive rates. Since
Visa changed their charges on April 1, 2013, you have 90 days to sign out of
your contract and switch to a new supplier.
Visa: 1.59% MasterCard: 1.61% Debit: 0.05¢
• Esso Gas Program: Do you need to travel long distances for your business?
Gas has been increasing in price with little sign of coming down. By signing
up with the Esso Gas Program, you can save 2.3¢ per litre of gas any time you
visit an Esso station.
• ABLE Builder Communications: ABLE Builder Communications is a texting
service that allows us to send you texts containing important information you
need to know. These texts will only be sent for urgent matters. Please provide
the ABLE BC office with your mobile number to receive these instant messages.
• CONNECT Tradeshow: CONNECT is the new tradeshow bringing together
the hotel, liquor, and restaurant industries. Access to the tradeshow will be free
for members and individual educational sessions and events will be discounted.
• Staples Advantage Program: Running low on scratch pads, pens, invoice
books, or toner? ABLE has teamed up with Staples to provide members with
discounts on a variety of office materials and supplies.
• Unlimited Bottle Return Program: LRS operators can apply to this program,
which is jointly run by the BDL in partnership with ABLE. The program now
collects unlimited beer bottles, cans, and imported containers. BDL will provide
a pick-up service and pay you a handling fee.
• Access to Regulatory Authorities: ABLE is working on building co-operative
and open relationships with LDB, BDL, and LCLB. Building these relationships
allows us to have direct contact with the individuals implementing policies and
gives us access to accurate and helpful information for your use. Recently, ABLE
directors met with Bruce Edmundson, Deputy General Manager of Compliance
and Enforcement (LCLB), who shared information on the Minors as Agents
Program.
If you would like to take advantage of ABLE’s new and revised programs, or if you would like to become a
member to receive these and many other benefits, please contact the ABLE office at 604-688-5560 or email
info@ablebc.ca for more information.
The Publican
41
SECOND ANNUAL VANCOUVER INTERNATIONAL
TEQUILA ExPO
The Second Annual Vancouver International Tequila Expo (VITE) will take place on
May 24 at the Vancouver Hyatt Regency Hotel, sponsored by First Majestic, Tourism
Mexico, ProMexico, and the Consulate General of Mexico in Vancouver. Proceeds from
the event will once again benefit the British Columbia Hospitality Foundation (BCHF).
"Last year’s inaugural event was a massive success. Over 700 people joined us at the
Vancouver Convention Center in celebration of Mexico’s premier spirit, raising $5,000
for the BCHF. This year’s event will be even larger with more tasting booths, more and
better food, off-site agave spirits tasting seminars and pairing dinners for Vancouver
Agave Week (May 20-24), and more exclusive tequila brands yet unavailable in BC!"
announced Founding Partner Eric Lorenz. Ticket prices will actually decrease for the
2013 event. "We wanted to say thank you to our guests who helped us sell out last
year's tickets early - and make it more accessible for new tequila lovers this year,"
said Manuel Otero. Also of special note this year will be the restaurant area - local
restaurants offering unique, tequila-inspired cuisine will be present on-site in the
Grand Tasting Hall, including the Hyatt Regency's own Mosaic Bar & Grill.
Prizes, including a Mexican trip, will be given away, and guests will once again
decide by popular vote the Top Three Tequilas of the Expo.
Further details can be found at www.vancouvertequilaexpo.com.
42 The Publican
The Publican
43
Lower Your Labour Cost in Difficult Times
by Effective Forecasting
In the last 3 years, many pubs have had to tighten
their belts and cut back on staff. The increases
in minimum wage have pubs being tasked with
having to do more with fewer resources. However,
hitting your labour targets doesn’t have to be a
mystery. You can maintain both solid service levels
and a solid bottom line with a little planning and
leadership.
First you must have an accurate sales forecast,
which begins by creating a sales history. This
can be accomplished as simply as logging the
sales information onto a spreadsheet, using daily
history as well as one-week sales cycles. Leave a
line to note all special events and programs on
their scheduled day and another line to note the
potential kick-in sales as a result of hosting that
event. Add events like NHL, NFL, and UFC games
as well as other unique events like citywide
conventions. Don’t forget to add any programs
you run in-house. Be sure to use a log book, which
is great for noting unusual events that affect sales,
such as drastic weather or new competition.
Compare sales figures for days and weeks with the
corresponding sales figures in previous years, and
calculate the trends. Do you see Sunday’s sales
decreasing each year? Or are you noticing your
Wednesday promotions have had a good effect on
sales? Use these trends to determine logical sales
increases or decreases and to establish a projected
sales figure for this year’s forecast.
Figure 1
44 The Publican
Human Resources
by Richard Marken
Projected Sales for Labour
Look at the historical sales records that correspond
with the upcoming four weeks. Circle the lowest
Monday, Tuesday, etc. for this time period (Figure 1).
These figures give the projected sales for labour
that you can use to build your schedules.
Remember, you can always add a couple of hours
to a shift if your sales are higher, but you cannot
get wages back once you have paid them.
Shift Start Times
Don’t rely on your sense of when you need staff
to start for their shift; it can often be far off from
reality. For example, many times I see a bunch of
5:00 pm start times and yet no real volume until
6:00-6:30 pm. The key to lowering your labour
is saving minutes at a time, so tighten up your
start times to get an accurate count of when you
actually fill the pub (Figure 2).
If you are unsure of your business flow, spend a
week or two counting your tables in 15-minute
increments. Then take a blank schedule, note
your estimated table counts going forward, and
enter the number of servers needed to service
the projected number of tables. Without using
employee names, use your table counts to note
the ideal start and end times of each shift.
You are essentially creating a schedule without any
actual names. This way you can determine needs
without juggling personal requirements.
Dinner Sales monday Tuesday Wednesday Thursday Friday Saturday Sunday
Week 1 $3,373 $ 4,177 $3,832 $6,020 $7,011 $6,781 $2,120
Week 2 $4,177 $3,225 $5,056 $5,685 $7,018 $7,730 $2,281
Week 3 $3,186 $3,378 $4,269 $5,056 $7,630 $7,604 $2,477
Week 4 $3,640 $3,990 $5,270 $5,799 $6,754 $7,118 $1,930
Figure 3
Dinner Sales monday Tuesday Wednesday Thursday Friday Saturday Sunday
Table Count 48 45 47 60 60 60 31
Shift Count 8 8 8 10 10 10 6
Projected Sales* $3,186 $3,225 $3,832 $5,056 $6,754 $6,781 $1,930
Average Wage $10 $10 $10 $10 $10 $10 $10
To establish a labour target, you need your table
counts, section sizes, and projected sales (Figure 3).
Lastly, add a section to the bottom of the schedule
that will allow you to:
• Add up the projected hours;
• Add an estimated average wage;
• Post the projected sales; and
• Post the projected labour cost.
The rest is easy. Take your projected hours each
day, and multiply them by your average wage
to get a projected cost of labour. Then, use
that labour dollar amount and divide it by the
projected sales to get an ideal or theoretical cost,
as a percentage.
Is Your Pub Too Unpredictable to Forecast?
Use these follow-up tasks to take the
unpredictability out of your labour: At your
meetings, review start times and note if they are
too early or too late. When logging out, have all
managers calculate actual labour cost at the end
of each shift.
There is no doubt that warm, attentive servers and
clean, knowledgeable cooks are more important
to your long-term profitability than hitting an
ideal number. However, you can reduce your
expenses while maintaining service levels by
implementing effective labour forecasting. Get
all your employees involved in the process. Your
team wants you to succeed. They just need to be
shown the way.
Richard has 25 years of experience working with high performance
hospitality organizations. He is the founder of Rocket Science Hospitality
- www.rocketmyprofit.com.
Figure 2
maximum
Table Server
Friday Count Count
5:00pm 8 2
5:15pm 9 2
5:30pm 24 4
5:45 35 6
6:00pm 60 10
6:15pm 60 10
9:15pm 60 10
9:45pm 45 8
10:00pm 40 7
10:15pm 37 7
10:30pm 36 6
10:45pm 33 6
11:00pm 22 4
11:15pm 16 3
11:30pm 16 3
11:45pm 16 3
Talking Trends
LDB Report
Data based on rolling 12 months to the end of February 23, 2013
Let’s talk trends. Over the past 12 months, a number of brands have proven their
staying power and established double digit growth in the BC market. Sales and
volume statistics show an upswing in vodka, whisky of all types, anything with a
flavour profile, single serve craft beer and BC, New Zealand, and California wine.
Spirits
Vodka - Despite its enormous customer base, vodka continues to show growth
across the pricing spectrum. Vodka accounts for more than one-quarter of the
spirit category growth in the past 12 months. Delicious fruit and fusion flavoured
vodkas continue to make a splash and the first low calorie flavoured vodka is
now available with 25 to 40% less calories. In an industry where things tend to
add up, it’s nice to start subtracting.
The vodka category increased 1.3% in sales and 0.5% in volume in the past
12 months.
Whisky
Rising for a second year in a row, the ongoing whisky and scotch renaissance
has led to a combined 15% rise in sales and 13% increase in volume over the
past 12 months.
Whisky growth is strong and consumers are trading up. Irish whiskey and single
malt Scotch are growth drivers in the market, with a sharp rise of 16% in sales
and 7% in volume. American whiskies like Bourbon and Tennessee continue
to be at the forefront with sales up 14% and 10% in volume.
Wine
British Columbia - BC wine shows a healthy 3% increase both in sales and
volume. Wines produced here are an authentic expression of BC’s spectacular
and unique offerings; they are reliable, consistent across vintages, and a “go to”
category that consumers can always easily find. Look for an increase in organic
BC wine; it’s a growing wine production sector in the province.
new Zealand - From a small base, New Zealand wine has surged again,
continuing a double digit climb for three straight years - a rise of 22% in sales
and 24% in volume over the past 12 months.
As the New Zealand category continues to heat up, expect ongoing interest
in New Zealand’s core varietals - Sauvignon Blanc, Pinot Noir, Pinot Grigio, and
the recently popular un-oaked Chardonnay. The New Zealand category has a
high-end image and consistently looks to maintain a top-shelf presence crucial
to promoting growth and preventing price erosion.
California - Californian table wine continued its upswing in the BC market,
rising 12% in revenue and 8% in volume. Consumption has increased by more
than 4% over last year. While pricing pressure continues to be a key factor at
all levels of the market, Californian wines in the $15 to $20 range continue to
grow, driving much of the category’s progress, and consumers are responding
positively. Growth in Californian red blends has increased over 59% since early
last year, and varietals such as Cabernet Sauvignon and Chardonnay have
steadied their climb at a 10% increase over 2012. >>>continued on next page
Beer
Provincial Sales Growth Rolling 12 Months Ending February 23, 2013
Beer gross Dollars Litres
% Chg % Chg
Commercial Brewery
Domestic -2.4% -2.8%
Import - 2.5% -4.2%
Cottage Brewery 27% 23%
regional Brewery 11% 10%
The Publican
45
46 The Publican
Beer
Provincial Sales growth by Category
Provincial Sales Growth Rolling 12 Months Ending February 23, 2013
Category gross Dollars Litres
% Chg % Chg
Spirits 2.3% 0.9%
Beer
Domestic 0.2% -3.5%
Import
Wine
-1.5% 3.5%
Domestic 3.6% 2.8%
Import
refreshment
Beverages
5.9% 13.0%
Cider 13.7% 13.0%
Coolers 0.1% -0.2%
All Categories 2.1% 0.5%
Craft - Craft brewers are ramping up activity and distribution of the single
serve craft beer is hot, as you will know. Craft beer grew sharply over the past
12 months, and category performance is strong with revenue growing 27%
and volume growing 23%.
Refreshment Beverage
The refreshment beverage category is experiencing healthy growth of 6%
overall, with ciders up 13% in sales and coolers flat during the past 12 months.
Refreshment beverage flavour trends this summer are profiles rich in berry,
pear, melon, lemon, orange, and unique pairings such as gingered pineapple,
coconut melon, both partnered with spiced rum.
Advertisers
ABLE BC 43
Bank of Canada 39
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BC Hospitality Foundation 16
BCHF Golf 27
BCLC - advertorial 14
BWI Business World 11
Best Buy 40
CONNECT 43
ContainerWorld 29
David Herman & Son 22
Elite Crete Systems BC 21
Energy Wise 16
Fortis BC 33
Granville Island Brewing IFC
Homelife Benchmark 12
James Bradley Consulting Inc. 9
Johnstone's Benefits 32
Lifford Wine & Spirits 38
Mark Anthony Group 5
Markat Wines Ltd 23
Matthews Campbell 4
McClelland Premium Imports 22, 26
MJB Law 45
Mt. Begbie Brewing Co. Ltd. 23
Northwest Stoves 46
Perseus Winery 13
PMA Canada 15, 20, 35, 37
Protonics 34
Prudential Sterling 28
Raincity Brands 22
RBC Royal Bank of Canada 41
Rising Tide Consultants 19
Shaw Cablesystems IBC
Smirnoff Ice 7
Sting Investigations Inc. 41
Sysco Van/Kelowna/Victoria 17
The View Winery 22
Time Access Systems Inc 32
Vancouver Island Brewing 23, 42
Watchdog Loss Prevention 31
WestCoast Cash Inc. BC
Western Financial Group
Insurance Solutions 6
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