Publican

the 

Publican 

The Alliance of Beverage Licensees 

Spring 2016 

Featuring 

ONE20 

Public House 

p20 

The Surging Popularity of 

Craft Products p8 

AGREEMENT #40026059 

• Service, Selection, Social p14 

• Creative Recruiting p22 

• Staying Ahead of the Game p28

Lemon Lime: 

Refreshing lemon and lime flavours 

Sku: 503318 

$7.42 PER 

4PK 

WPP* JAN 31-FEB 27 $6.42 

ENJOY IT 

HOT OR COLD 

Grapefruit: 

Crisp and light refreshing flavours. 

Sku: 821652 

$7.42 PER 

4PK 

WPP* April 1-30 $5.89 

Try One 

Today! 

Mixed Berry: 

Bursting with field berry flavours. 

Sku: 152033 

$7.42 PER 

4PK 

WPP* FEB 28-MAR 31 $6.42 

Iced Tea 

Sweet tea with citrus. 

Sku: 751776 

$7.28 PER 

4PK 

WPP* APRIL 1-30 $5.75 

MUDSHAKE CARAMEL 

Rich, sweet, engaging 

caramel flavours that 

stimulate your taste buds. 

SKU: 374850 

$9.79 PER 

4PK 

WPP* JAN 31-FEB 27 $7.89 

MUDSHAKE STRAWBERRY 

Smooth and creamy 

with the taste of 

fresh strawberries. 

SKU: 824490 

$9.79 PER 

4PK 

WPP* FEB 28-MAR 31 $8.29 

MUDSHAKE CHOCOLATE 

Rich, creamy milk 

chocolate blended with a 

sophisticated touch of vodka. 

SKU: 824490 

$9.79 PER 

4PK 

WPP* JAN 31-FEB 27 $7.39 

NAUGHTY COW CHOCOLATE 

Smooth and creamy 

ready-to-drink liqueur with 

intense chocolate flavours. 

$16.49 

SKU: 473298 

WPP* APRIL 1-30 $14.49 

NAUGHTY COW CAKE 

Chocolate and delicious vanilla cake 

flavours for an experience that’s a 

celebration all on its own. 

$12.99 

SKU: 743161 

Honesty Box 

delivers great taste, 

not too dry and 

not too sweet. 

Pear 

SKU: 418988 

Sweet flavours 

and aroma of a 

bartlett pear. 

Apple 

SKU: 584060 

Light, well 

balanced 

crisp apple 

flavour. 

$2.18 PER 

CAN 

CIDER WITH PEAR 

WPP * FEB 28-MAR 31 

$1.68 

$2.20 PER 

CAN 

APPLE CIDER 

WPP * FEB 28-MAR 31 

$1.70 

ALL THE PRODUCTS SHOWN ABOVE ARE GLUTEN FREE 

BC Interior – Teresa Olson, tolson@kirkwooddiamond.com 

Tri-cities / South Vancouver – Vito Maracic, vmaracic@kirkwooddiamond.com 

Vancouver Central / North Shore – Naomi Hawksworth, nhawksworth@kirkwooddiamond.com 

Vancouver Island – Lonnie Eckardt, leckardt@kirkwooddiamond.com 

BC Sales Lead – Curry Scott, cscott@kirkwooddiamond.com 

www.independentdistillers.ca 

*WHOLESALE PRICE PROMOTION. PRICES SUBJECT TO CHANGE WITHOUT NOTICE. ADVERTISED PRICES AND PLANNED DISCOUNTS CORRECT AS OF ADVERTISING DEADLINE.

Featured 


Michael Lehnert 

ONE20 

Public House 

Quarterly Publication for the 

Alliance of Beverage Licensees 

2nd floor 948 Howe Street, Vancouver, BC V6Z 1N9 

T 604-688-5560 F 604-688-8560 

Toll free 1-800-663-4883 

info@ablebc.ca www.ablebc.ca @ABLEBC 

2015-2016 Board of Directors & ABLE BC Staff 

President 

Poma Dhaliwal 

Vice President Al Deacon 

Treasurer & Director Steve Smith 

Directors 

Brady Beruschi, Michael Brown, 

Patrick Greenfield, Trevor Kaatz, 

Al McCreary, Danny Rickaby 

Executive Director Jeff Guignard 

Membership & 

Communications Danielle Leroux 

The Publican Editorial Committee: Dave Lindsay, 

Chris Mahony, Brian Riedlinger, Marilyn Sanders 

Designed, Produced & Published by: 

EMC Publications 

19073 63 Avenue, Surrey BC V3S 8G7 

Ph: 604-574-4577 1-800-667-0955 

Fax: 604-574-2196 

info@emcmarketing.com 

www.emcmarketing.com 

Publisher 

Joyce Hayne 

Designer 

Krysta Furioso 

Copy Editor 

Debbie Minke 

ABLE BC Editor Jeff Guignard 

Copyright EMC Publications 

PUBLICATIONS MAIL AGREEMENT NO. 40026059 

RETURN UNDELIVERABLE CANADIAN ADDRESSES 

TO CIRCULATION DEPT EMC PUBLICATIONS 

19073 63 AVENUE 

SURREY BC V3S 8G7 

email: info@emcmarketing.com 

The statements, opinions & points of view expressed in 

published articles are not necessarily those of ABLE BC. 

Advertisers are not necessarily endorsed by ABLE BC. 

20 

the 

PublicanSpring 2016 

Features 

8 14 

8 The Surging Popularity of Craft 

Products: Seizing the Opportunity 

13 ContainerWorld: Caring for Craft Beer 

14 Service, Selection, Social: How to 

Compete in BC’s Changing Retail 

Environment 

20 Profile - ONE20 Public House 

22 Creative Recruiting: Thinking 

Outside the Box 

26 Joint Venture Drinking: Who’s At Fault? 

28 Staying Ahead of the Game: Regular 

Equipment Maintenance is Key 

32 What is a Good Pour Cost? 

37 Pricing Drinks the Right Way 

22 

Departments 

28 

4 President’s Message 

5 Executive Director’s Report 

6 LRS & Hospitality Sales 

7 Product Showcase 

18 LDB Report 

19 Wine Report 

27 Names in the News 

31 What's New? 

34 ABLE BC Benefits 

35 Upcoming Events 

36 BCHF Update 

38 Spotlight on Flavoured Rum

President's Message 

by Poma Dhaliwal 

It is perhaps the most tumultuous liquor policy 

environment in recent memory. As the voice 

of BC's private liquor industry, the Alliance of 

Beverage Licensees (ABLE BC) remains committed 

to what matters most: advocating for your 

interests and protecting your investments. 

With all of the legislative, regulatory, and policy 

changes taking place in our industry, we spend 

much of our time meeting with Ministers, MLAs, 

municipal councils, and other government 

officials, to share our members’ concerns and 

achieve workable solutions. To ensure you’re upto-speed 

on our policy priorities for 2016, here’s 

a list of some of the key issues we are advocating: 

Allowing Licensee-to-Licensee Sales 

BC’s private liquor retailers are still prohibited from 

selling products to BC’s pubs and restaurants. In 

many cases, private retailers are better suited 

and better situated to supply these customers. 

Allowing “licensee-to-licensee” sales could be 

an important business opportunity for private 

retailers, and generate millions of dollars in 

additional revenue for government. 

This fall, ABLE BC received the results of our 

economic analysis, proving that “licensee-tolicensee” 

sales would be economically positive 

for BC. We have been sharing these results with 

government and our members. We continue to 

fight to allow BC’s private liquor stores to sell to 

the province’s pub and restaurants, the next step 

in a “level playing field”. 

Marijuana Sales in Licensed Establishments 

In November, we surveyed our members on the 

sale of marijuana in BC’s liquor primaries and 

private liquor stores. The poll results were clear: 

an overwhelming majority of ABLE BC members 

support using BC’s existing liquor licensees to 

sell recreational marijuana. 

ABLE BC has had preliminary discussions about 

the necessary policy framework with government 

officials, including the LCLB and LDB. If the federal 

government legalizes marijuana, ABLE BC will be 

recommending to government that BC’s agecontrolled 

liquor primaries and licensee retail 

stores are best equipped to sell marijuana. 

Improving LDB Wholesale Operations 

ABLE BC has had several positive meetings 

with the new senior management team at LDB 

Wholesale. We have discussed solutions to stock 

outages; how the LDB manages and forecasts 

inventory demand; and how the LDB is working 

with vendors to ensure industry customers get 

access to the products they need when they need 

them. While we all agree there is much to improve, 

it is clear that the new team understands our 

industry’s challenges and has set a goal of being 

our industry’s “vendor of choice”. We look forward 

to continuing our discussions with LDB Wholesale 

on your behalf in the days ahead, to ensure LDB 

fully understands the needs and concerns of BC’s 

private liquor industry. 

It is a time of transformative change in our industry. 

It’s no secret that we are all stronger when we work 

together, and that our membership base of nearly 

1,000 licensees is a significant strength when 

advocating for your interests with government 

and businesses. For more information about 

ABLE BC, our Member Benefits, and what we are 

doing to protect your investments, please visit our 

website (www.ABLEBC.ca) and consider joining 

the Alliance, if you’re not already a member. 

If there is anything else we can do to help, or if you 

have any questions about liquor policy changes, 

I hope you won’t hesitate to get in touch. You 

can contact us any time at info@ablebc.ca or 

604-688-5560. 

4 The Publican

Executive 

Director's Report 

by Jeff Guignard 

As members know, ABLE BC meets regularly with 

senior government officials to discuss solutions 

to current challenges in BC's private liquor 

industry. I want to assure you that your issues are 

absolutely at the forefront of our discussions 

with our government partners, and that ABLE BC 

is proposing several positive, workable solutions. 

In our recent meetings with government, we 

have been very encouraged to hear government 

express a sincere desire to support BC’s private 

liquor industry. We are also gratified that they are 

sympathetic to our concerns about fairness in 

the marketplace and the need for new business 

opportunities for our members. 

Improving Business Opportunities for 

Liquor Primaries 

While a new wholesale pricing system was 

introduced on April 1, 2015, Liquor Primaries were 

left out of the new system. LPs must continue to 

purchase at the full LDB established retail price 

through BCLS, the LDB’s Wholesale Customer 

Centre, or from private manufacturers. Being 

forced to purchase from BCLS at full price is not 

only unfair, it goes against the government’s goal 

of creating a “level playing field”. 

ABLE BC believes that LPs should be able to 

purchase directly from private retailers and 

at the very least be offered a discount off LDB 

retail. We are currently modeling the economic 

implications (both for government and the 

private sector) of various discount levels. 

For a summary of the other issues we’re 

advocating, read the President’s Report on 

page 4 or visit our website at www.ABLEBC.ca. 

Connecting with Licensees 

In January, we were pleased to host Hon. Coralee 

Oakes, Minister of Small Business and Red Tape 

Reduction, Minister Responsible for the LDB, at 

our 2nd annual post-holiday Industry Networking 

Event in Vancouver. We wanted to ensure the 

Minister could hear directly from members 

about how policy changes are impacting their 

businesses. 

Since her appointment, the Minister has been 

very receptive to our concerns and ABLE BC is 

encouraged by her intent focus on supporting 

BC’s small businesses and reducing red tape for 

business owners. ABLE BC continues to work 

with Minister Oakes on helping reduce red tape, 

simplifying existing policies, and streamlining 

processes in BC’s liquor industry and small 

business communities. 

Upcoming Member Meetings 

Throughout 2016, ABLE BC is hosting a series 

of member meetings, networking events, and 

liquor policy workshops to help you grow your 

business and manage some of the changes from 

the Liquor Review. Whether you own a pub, 

liquor store, hotel, or simply have a professional 

interest in the liquor industry, these meetings 

are a critical opportunity for us to answer your 

concerns directly and to hear face-to-face 

about the issues that matter most to you and 

your business. 

Non-members are always welcome. You can 

find more details about upcoming events in our 

biweekly Industry Update e-newsletters, or on our 

website (www.ABLEBC.ca), Twitter and Facebook 

(@ABLEBC). 

I am also excited to announce ABLE BC’s first 

Industry Expo in Kelowna on May 9 and 10, 

2016 featuring preferred industry suppliers and 

educational seminars for hospitality owners and 

managers. Stay tuned for more details. 

New Online Private Retailers Buying 

Program 

In January, we launched our new online 

purchasing portal buyABLE. This dynamic webbased 

platform saves Liquor Buyers and Agents 

time, money, and effort. 

buyABLE is designed to give our Licensee 

Members access to exclusive products and 

discounts that protect your profit margins; and 

offer our Associate Members the opportunity to 

post complimentary regular listings and connect 

directly with hundreds of licensees. Contact our 

office to learn more at 1-800-663-4883. 

As always, if you have any questions, comments, 

or concerns you’d like to discuss, please don’t 

hesitate to get in touch with me directly at jeff@ 

ablebc.ca. 

The Publican 

5

LRS & Hospitality Sales 

Licensee Retail Stores - Net of CRF, Discount & Commission and General Merchandise 

Net Sales $ 

Sept 2015 Oct 2015 Nov 2015 Dec 2015 YTD 

Wine 

Spirits 

Beer 

Refreshment Beverages 

$16,283,852 

$17,650,275 

$29,960,792 

$5,791,015 

$23,036,904 

$24,056,591 

$39,673,991 

$6,480,707 

$15,710,581 

$18,603,229 

$27,473,906 

$4,476,960 

$25,231,858 

$30,842,898 

$39,205,777 

$6,108,692 

$160,386,657 

$184,025,301 

$347,210,950 

$71,922,571 

Total 

$69,685,934 

$93,248,193 

$66,264,676 

$101,389,225 

$763,545,479 

Litres (L) 


Wine 

Spirits 

Beer 


1,449,757 

665,956 

8,496,262 

1,379,051 

2,060,813 

915,815 

11,301,013 

1,537,973 

1,417,197 

697,539 

7,729,459 

1,068,594 

2,212,915 

1,150,834 

11,146,310 

1,494,861 

14,561,407 

6,981,058 

98,863,556 

17,592,957 

Total 

11,991,026 

15,815,614 

10,912,789 

16,004,920 

137,998,978 

Hospitality - Net of CRF, Discount & Commission and General Merchandise 

Net Sales $ 


Wine 

Spirits 

Beer 


$14,445,489 

$8,239,315 

$19,419,534 

$1,147,303 

$16,687,446 

$9,483,375 

$22,477,273 

$1,277,228 

$12,173,368 

$7,866,628 

$17,171,955 

$919,367 

$17,758,881 

$11,393,040 

$20,674,429 

$1,115,500 

$128,164,583 

$81,011,434 

$184,765,047 

$11,590,890 

Total 

$43,251,641 

$49,925,322 

$38,131,318 

$50,941,850 

$405,531,954 

Litres (L) 


Wine 

Spirits 

Beer 


809,399 

246,519 

5,071,484 

224,262 

915,763 

286,090 

5,873,638 

250,328 

687,225 

229,825 

4,467,407 

179,212 

961,821 

339,470 

5,347,586 

216,643 

7,321,823 

2,455,704 

48,306,390 

2,307,865 

Total 

6,351,664 

7,325,819 

5,563,669 

6,865,520 

60,391,782 

Source: BC Liquor Distribution Branch 


Product Showcase 

AUGEY RED BORDEAUX 

Red Wine 

France 

Great value from a great 

region! 

Augey wines are from the 

most famous appellation in 

France - Bordeaux. Augey 

Red Bordeaux is a 75% Merlot 

and 25% Cabernet Sauvignon 

blend that has dark plum and 

spice on the nose with a hint 

of mint. Savour black currant, 

plum, and spice on the palate 

with subtle oak notes. Its 

elegant, velvety texture is soft 

and easy to drink. 

Augey Red is perfect with any 

red meats and hearty meals, 

but excellent on its own too. 

Augey White +660126 

$11.00 Whsl 

750ml +775437 

$11.00 Whsl 

BRAVE LIVER SCOTCH ALE 

Scotch Ale 

Canada 

A full-bodied strong ale also 

known as a “Wee Heavy”. 

Scottish Pale Ale malts are 

artfully crafted to impart hints 

of oak, Scotch and caramel. 

Smooth. 

Brave Liver Scotch Ale is best 

served in a thistle glass at 

10-13°C. Enjoy it with roasted 

beef, lamb, game, smoked 

salmon, aged cheeses, 

toffee pudding or chocolate 

desserts. 

22 IBU 6.5% ABV 

650ml +758094 

$4.35 Whsl 

CIRCUS PINOT NOIR 2015 

Red Wine 

ARGENTINA 

New R/Spec 

Produced by Escorihuela 1884 

A new addition to the bestselling 

speculative listing Circus 

Malbec. 

Circus Pinot Noir is light ruby 

in colour with fruity aromas of 

plums and cherries. Smooth 

yet full-bodied, this Pinot Noir 

offers freshness with a velvety 

texture. 

Other Spec wines available 

from Circus include Malbec, 

Torrontes & Cabernet 

Sauvignon. 

R/Spec 

750ml +635920 

$10.50 Whsl 

RED TRUCK IPA 

Northwest India Pale 

Ale 

Canada 

A bright IPA filled with 

lovely floral, pine, and citrus 

aromas and flavours. A soft 

sweetness followed with a 

lingering bitterness makes 

this beer an easy-drinking 

friend suitable for all 

occasions. 

Appearance: A light clear 

orange with just a hint of 

haze. This 6.3% IPA with 69 

IBUs is an unfiltered beer for 

maximum flavour impact. 

Aroma: Lemon zest, pine, 

sweet orange 

Flavour: Floral, pine, and 

citrus aromas 

Finish: A strong citrus and 

bitterness give a dry finish 

Hops: Cascade, Centennial, 

Columbus, Amarillo, 

Athanum 

6 x 355ml +525659 

$9.43 Whsl 

604-630-3076 

www.twlcanada.com 

250-837-2756 

www.mt-begbie.com 

1-877-737-0018 

www.dhs-wine.com 

604-682-4733 

www.redtruckbeer.com 


7

THE SURGING POPULARITY OF 

CRAFT BEVERAGES 

SEIZING THE OPPORTUNITY 

by Tim Vandergrift 


Craft beverages are the hottest, trendiest 

category for 2016, with consumers flocking to 

local small-batch and artisanal beer, cider and 

spirits. The word “craft” inspires consumers, 

particularly younger ones. A recent Nielsen 

online poll had 35% of drinking age adults 

say they’re more interested in trying an adult 

beverage labelled “craft”, with the number 

jumping to 46% among men 21-24. It's an 

excellent time to please your customers - and 

drive your business - with craft products. 

Beer - According to Beer Canada's 2015 Annual 

Statistical Bulletin, Canada went from 290 

breweries in 2009 to more than 520 in 2014, an 

increase of more than 70%. Of the 520 breweries, 

420 produced 5,000HL or less in 2014. 

Domestic breweries with annual production 

up to 15,000HL showed an increase in retail 

dollar sales of 51.75% over the previous year as 

of March 31, 2015, according to the BC Liquor 

Distribution Branch’s Quarterly Market Review 

March 2015. Volume sales were up 47.46% for 

the same period. 

Cider - Beer might seem like the growth star 

in the craft category, but that title belongs to 

refreshment beverages, including cider. While 

sales numbers were lower than for beer, the 

BCLDB reported a 15.38% increase in retail dollar 

sales over the previous year as of March 31, 2015. 

Volume sales were up 9.46%. Statistics Canada 

characterizes the growth in this category as 

“dynamic and sustained”. 

Millennials look for authenticity, flavour, and 

history in their drinks, seeking out local and 

artisanal products 

Spirits - Craft spirits are growing as well. Changes 

to liquor laws in 2013 opened the floodgates, 

with the number of distilleries in the province 

increasing from 17 in March 2012 to 48 as of 

August 2015, with more applications currently 

in progress. Limits on production volume (500HL 

per year) and restrictions on raw materials (100% 

BC-produced) are the strictest in the world, and 

set the definition of craft at a very high level for 

local distillers. 

Despite these restrictions, the artisanal and craft 

spirits scene is growing and trendy specialty 

cocktails are an excellent fit for BC craft spirits. 


9

progression. This causes them to track styles 

over brands, as seen by the ongoing popularity 

of hoppy IPA-style beers. 

The idea that cocktails are sexy, creative and visually 

beautiful carries on. 

Who Benefits? 

Craft Consumers - Millennials are driving 

the craft industry. Defined as people born 

between 1981 and 2000, they number 8.9 million 

Canadians. The number of Millennials of drinking 

age is peaking - those from the peak birth year 

are now 25 years of age, and they represent a 

powerful demographic for the future. This group 

looks for authenticity, flavour, and history in their 

drinks, seeking out local and artisanal products. 

Women also comprise a large stake in the craft 

market, and while craft consumers tend to be of 

higher socioeconomic status, that is changing as 

the industry broadens. 

Market surveys show that craft drinkers are 

better informed than mass-market consumers, 

and they choose what they perceive to be higher 

quality beverages. They are less brand-oriented, 

experimenting instead and exploring within 

the craft category without an easily predictable 

Your Reputation and Bottom Line - When 

you add craft products to your LRS or pub, 

you’ll attract a loyal following, one that gets its 

recommendations via word-of-mouth, whether 

in person or on social media sites. When 

people drink craft beer, cider or spirits, they 

feel virtuous and have a sense of discovery and 

insider knowledge that they will transfer to your 

establishment. Craft beverage enthusiasts are 

loyal to the category. Few people who pursue 

craft decide that they no longer appreciate it and 

switch back to mass-market products; this makes 

them excellent long-term prospects. 

And there's good reason to court craft consumers. 

According to GuestMetrics, a service that analyzes 

guest check data from restaurants, the average 

guest check that includes food and a mainstream 

drink is about $73, while craft drinkers average 

$86 - and the higher price of craft beverages is 

only part of the difference. More detailed analysis 

shows that craft consumers spent $1 per check 

per minute, versus $0.86 per minute for non-craft. 

Marketing to the Craft Category 

By definition, craft drinkers view themselves as 

better informed and more savvy than average. 

This makes it difficult to put together a sales 


Rare, limited release or seasonal beers, 

small batch spirits, and seasonal cider 

blends all bring their own followings. 

and marketing program to capture their attention. To take advantage of this 

dynamic and growing category, you'll need to carefully focus your efforts 

beyond standard discounting, promotions, or POS materials. Look at the 

selection you provide and the engagement and product knowledge you 

bring to your customers, in order to focus on ways to create excitement with 

rare and desirable releases. 

POS - Mass-market beers rely on POS material for in-store promotions and 

marketing. Craft producers rarely have the kind of marketing budgets that 

billion-hectolitre breweries and beverage conglomerates do, but craft 

enthusiasts don't associate POS material with the values they attach to their 

beverages. Stores with strong planograms and good shelf discipline rarely 

have the floor space or share of mind for bulky POS anyway. This makes it 

fortunate that labels and tap handles are where craft producers spend their 

time on design and messaging. 

“A good label jumps off the shelf,” says Jesse Bannister of Huxley Supply, a 

craft beverage distributor. “After having a good product with a connection 

to its grassroots supporters, a well-designed label with strong graphics has 

the biggest influence on purchase decisions.” Craft labels are typically more 

striking than traditional ones, and they often have a quirky twist or a socially 

relevant message. 

This leads to the “cereal box effect”, named for the way someone sitting down 

to a bowl of cereal will inspect the box and read it. Craft consumers inspect 

the artwork and read the labels for the back story of the product. Choosing 

visually strong products for your shelves and constructing a good-sized, wellmaintained 

display from among them will increase sales. 

At the bar, craft tap handles reflect their artisanal production and unique 

aesthetic. Craft fans are more likely than other users to scan the handles, 

looking for favourites as well as new beers or ciders to try, and an attractive 

label on the premium shelf will draw them to spirits with equal interest. 

Embracing Craft 

Selection 

Be careful of the temptation to carry every craft product you can source. 

Sometimes overwhelming choice is less of a motivator than a smaller, “curated” 

selection of products that have a direct appeal to the Craft drinker. Having 


11

too many SKUs not only complicates inventory 

management and turnover, it also makes keeping 

abreast of product knowledge more difficult, and 

product knowledge is key to both thoughtful 

curation and consumer engagement. 

Adding even a few craft taps to your bar or lounge 

menu can open up new opportunities, and if you 

don't have draught service, a selection of craft 

bottles and cans will keep seekers happy. Some 

pubs will alternate their craft taps on a regular 

basis to satisfy their customers’ desire to explore 

new products. 

Match your beverages to the season. Summer 

means lighter, straw-coloured beers and the 

introduction of fruit, herb or citrus flavouring as 

well as cider features, especially for premises with 

outdoor seating. But don't neglect spirits in the 

summer season. Craft gin and tonics and vodka 

drinks, especially from flavoured/fruit vodkas, have 

extra appeal in the heat. 

Winter calls for heavier drinks - stout and fullbodied 

ales, more full-bodied ciders with higher 

ABVs, and craft whiskies matched to richerflavoured 

cocktails. 

Don't neglect your menu when choosing your craft 

lineup. Your suppliers will be happy to match their 

products to your menu items, which can help with 

cross-selling, and craft drinkers will appreciate 

your creativity. 

Part of your curated selection should cover rare 

and high-demand products, the ultimate taste 

sensations that craft enthusiasts seek out. Rare, 

limited release or seasonal beers, small batch 

spirits, and seasonal cider blends all bring their 

own followings. 

Recently a Vancouver craft brewery released a 

$1,000 beer in limited edition bottles. While that 

garnered a lot of publicity, you needn't go that far. 

Find out which producers make limited release or 

seasonal products, and get on their lists to receive 

an allotment. This is where “baked-in” marketing 

comes in, as consumers seek out the LRSs and pubs 

that have the rare and desirable craft products 

they seek. 

Engagement and Product Knowledge 

Craft consumers will come to you for suggestions 

on cross-purchases and similar products, so your 

staff needs to be knowledgeable. Craft producers 

and distributors can provide educational 

opportunities, but if you can hire someone who 

already has enthusiasm and knowledge, they can 

be a secret weapon in increasing sales. Having 

staff who can talk to craft enthusiasts on their 

level validates these enthusiasts and increases the 

security they feel about their purchasing decision. 

Informed servers are crucial in pubs and bars. 

They need to be up to speed with your craft list, 

knowing what each beer style is, the sweetness/ 

dryness of ciders, and the relative character of 

the spirits versus mainstream offerings. Servers 

who feel burdened by this, or who fail to keep 

abreast of changes or new offerings, are effectively 

declining to sell and are rejecting the opportunity 

to increase their average cheque and your 

profitability. 

Bartenders have a golden opportunity to use craft 

spirits to tie into the ongoing artisanal cocktail 

trend. The modern North American cocktail scene 

was a product of popular culture, in particular 

the television show, “Sex and the City”, which 

portrayed chic, empowered women drinking 

Cosmos and other mixed drinks. While the show 

is no longer around, the idea that cocktails are 

sexy, creative and visually beautiful carries on. A 

bartender with a mixologist's flair can parlay wellmade 

cocktails into star features with the addition 

of craft spirits matched to signature drink recipes. 

Craft for Profit 

The market for craft products is growing ahead of 

all other categories, and consumers can become 

devoted or even evangelical about their favourites, 

paying premium prices, seeking out novelty, 

coveting the treasures and searching out liquor 

stores to get the products they want. With a strong, 

well-curated selection of craft products presented 

in high-traffic areas of your store as well as support 

from producers and the knowledge cultivated and 

fostered within your staff, you can bring strong 

returns and keep customers returning to your 

store as a source - and bring a reputation for good 

retailing and great service with it. 

Craft Lemon-Rosemary 

Gin and Tonic 

• 1 1/2 oz. craft gin - choose one with 

strong citrus and botanical characters 

• 1/2 oz. rosemary simple syrup* 

• 2 lemon wedges 

• 3 oz. tonic water 

• lemon twist 

1. In a cocktail shaker filled with ice, 

combine gin and rosemary simple syrup, 

and squeeze in the two lemon wedges. 

2. Shake vigorously for about 10 seconds 

and strain into a martini glass. 

3. Top with tonic water and garnish with a 

lemon twist. 

*To make rosemary simple syrup, combine 1 cup 

of sugar, 1 cup of water, and 4 sprigs of rosemary 

in a small saucepan and bring to a boil. Remove 

the pot from the heat and allow the syrup to cool 

completely before straining out the rosemary 

and using it. 


CONTAINERWORLD 

by ContainerWorld 

CARING FOR CRAFT BEER 

It’s no surprise to our industry that the BC Craft 

Beer market has been increasing significantly 

with continuous double digit growth over the 

past five years. This phenomenal development is 

supported by the fact that over 20 new breweries 

opened for business in BC in 2015, and an 

additional 15 are planning to start up in 2016. 

With this rise, the focus of the brewers who make 

up this emerging market is to provide a greater 

variety of creative styles and flavours for the 

discerning tastes of the expanding audience of 

craft beer enthusiasts. The other key priority for 

these brewers is to ensure that those customers 

are being served their products at their freshest, 

optimal state. 

As the variety of craft beer has increased 

dramatically, and the critical requirement is to 

deliver “fresh on demand”, the challenges for the 

logistics providers who warehouse and deliver 

craft beer products to BC licensees continue to 

grow. As the majority of product is unpasteurized 

in the brewing process, the requirement to 

keep the product refrigerated at an optimal 

temperature of 4°C to ensure ongoing freshness 

has resulted in ContainerWorld expanding its cold 

storage from 12,000 to 20,000 square feet. 

“The considerable increase in the number of 

SKUs for both packaged beer and kegs in the 

past few years brought us to a point where we 

needed to plan to provide each SKU its own 

specific inventory location in our racking system to 

ensure efficient handling. As well, we operate on 

a first-in, first-out process, so the oldest inventory 

gets shipped first to ensure proper inventory 

rotation,” states Geoff Barlow, ContainerWorld’s 

Director, Marketing and Business Development. 

“We also provide 24/7 real-time web report access 

to our customers, providing full visibility of their 

inventory and tracking the inventory aging status 

instantly. What is key to ensuring that the product 

is being managed properly while in inventory 

is identifying the specific date that the brewery 

monitors its freshness and stale date by. Many 

breweries want to ensure that the production 

date, shipment date, or some other internal date is 

used to monitor product freshness. It is critical that 

each brewery clearly identifies that information to 

our Customer Service and Inventory Control teams 

so that information is locked into our systems 

for consistent monitoring. This information will 

ensure that the freshest beer is delivered to the 

licensee establishments, and ultimately served to 

the standards that the brewery expects. We fully 

understand that with such an amazing variety of 

styles and selection available in our marketplace, 

the breweries face greater competition for those 

taps, and product freshness is increasingly critical 

to a brewery’s reputation in the marketplace.” 

Furthermore, ContainerWorld is launching 

new technology that will track complete keg 

inventories by scanning each keg to a unique serial 

number system. Every keg will now be scanned at 

each stage of movement through the distribution 

system, and even at the point of delivery at the 

licensee location. As well, empty kegs being 

returned from the licensee will be scanned to 

ensure that proper keg credit management is 

maintained at all times. Customers can have 

immediate and complete visibility of their entire 

keg inventory through ContainerWorld’s website, 

ensuring that their beer is being tapped on time to 

provide optimal freshness to that very last glass. 

ContainerWorld’s newly created Customer Care 

Team is available to address any questions or 

concerns from customers. They also conduct 

ongoing licensee post-delivery surveys to monitor 

performance and address any changes or issues 

in order to better serve the craft brewers and 

licensees throughout BC. 


13

SERVICE, SELECTION, SOCIAL 

HOW TO COMPETE IN BC’S CHANGING RETAIL ENVIRONMENT 

by Joanne Sasvari 


the same opportunities that once applied only to 

private stores, such as longer opening hours and 

cold product selection. 

“It’s time for LRSs to stop being convenience stores. 

That model is dead. It’s time to compete,” says Darryl 

Lamb, brand manager of Vancouver’s Legacy Liquor 

Store, a shiny model of what an LRS can be. “It’s all 

about Spec. It’s all about selection and service. It’s 

not about being what older British Columbians 

believe private stores to be, which is a rip-off.” 

So where do you start? Begin right here with these 

five strategies. 

Photo courtesy of The Strath Ale, Wine & Spirit Merchants 

Photo courtesy of NitroBrew 

It’s time for LRSs to stop being convenience stores. 

The ground has shifted. The rules have changed. 

Now, more than ever, BC’s private liquor store 

owners need to find a new competitive advantage. 

When the province began enacting changes to 

BC Liquor Policy on April 1, 2015, private retailers 

had hoped for a levelling of the playing field. Since 

then, the business landscape has indeed flattened 

out. However, it has also been tipped in favour 

of the government retail stores, which now have 

1) Better by Design 

Jack Lonsdale’s Liquor Store in North Vancouver is in 

a sweet spot. It’s located on busy, booming Lonsdale 

Avenue, between the new Loblaw’s City Market 

and the soon-to-open Whole Food Market, with its 

nearest competitor more than a dozen hilly blocks 

away. But not every store is so lucky, especially with 

the potential of grocery stores selling wine looming 

on the horizon. 

The reality is there’s only so much you can do to 

control what’s going on outside your doors. Inside, 

though, is another matter. Look at how your store 

is laid out. Is it inviting? Does it promote your most 

profitable products by placing them at eye level? 

Does traffic flow easily? Is the cash register really in 

the best location? Do you offer big shopping carts 


15

Photo courtesy of Legacy Liquor Store 

The more time customers spend in a retail environment, 

the more money they will ultimately spend. 

“Slow shopping” - or “fauxsumerism”- is a hot trend 

where customers are encouraged to spend more 

time in a store without being pressured to buy. 

Studies have found that the more time customers 

spend in a retail environment - say, getting a free 

facial, enjoying a coffee or reading a book - the 

more money they will ultimately spend. 

Then there’s the idea of “mood maintenance”, 

where the ambience is designed to match or 

even elevate the consumer’s mood, encouraging 

them to spend more. One intriguing aspect is 

the influence of aroma. The American company 

ScentAir, for instance, creates billions of scent 

impressions each year for clients such as 

Bloomingdales, wafting the aroma of baby 

powder through the infant department or 

coconut in swimwear to boost sales. 

Researchers have also found that maze-like 

layouts, bigger shopping carts and slow music 

all encourage people to buy more. For even more 

techniques, LRS owners can learn a great deal 

from retail theorists and experts like Storesupport 

Canada. 

and baskets throughout the store? Are you really 

encouraging lucrative impulse buys? 

Spend some time studying what works in your 

competitors’ stores and adapt those elements 

for your own - just the way Walmart founder Sam 

Walton once did at Kmart. 

2) Listen to the Experts 

Design is only one aspect of the whole psychology 

of how and why people buy. There is, for instance, 

a booming business in “experiential shopping”, 

which transforms a financial transaction into an 

emotional one. 

3) Step Up Selection 

When a store’s only distribution source and 

biggest competitor are one and the same, it’s 

almost impossible to compete based on price. As 

Lamb says, “It doesn’t make any sense to sell your 

competitor’s product at a higher price when your 

competitor is two blocks away.” 


Instead of relying on low-margin blockbusters, 

private stores should look to the gems buried 

amid the Liquor Distribution Branch’s speculative 

items. There they can discover unique grower 

champagnes, small lot wines, funky craft brews and 

ciders, and cocktail-essential liqueurs that rarely 

find space on BC Liquor Store shelves. 

Don’t forget that plenty of young urban couples 

who’ve developed a taste for artisanal products are 

leaving Vancouver in search of more affordable digs 

in small-town and suburban BC. They are a growing 

market, thirsty for what a private retailer can offer. 

An LRS can also develop a reputation as the go-to 

source for certain types of products. The Strath Ale, 

Wine & Spirit Merchants in Victoria, for instance, 

carries nearly 200 different single malts, and is 

Vancouver Island’s only retail outlet for the Single 

Malt Whisky Society. Meanwhile, the Brewery Creek 

Liquor Store in Vancouver is a must-visit destination 

for beer lovers, offering more than 800 local and 

international craft beers. 

4) Get Social 

Once you’ve redesigned your store’s layout and 

improved your selection of craft products, you still 

need to get the word out. 

Social media is a good tool for targeting younger 

customers in particular with promotions, contests, 

and event notices. An even better technique is 

offering free in-store tastings, seminars, winemaker 

dinners, and social events. These are not so much 

about one-off sales as they are about building 

customer loyalty, creating better-educated 

consumers, and turning casual shoppers into 

advocates for your store. 

Legacy Liquor Store, for instance, hosts frequent 

events around a 36-foot-long harvest table that 

Lamb describes as “our most effective marketing 

tool since we opened, bar none.” 

Photo courtesy of The Strath Ale, Wine & Spirit Merchants 

The Strath Ale, Wine & Spirit Merchants carries nearly 200 

different single malts. 

In any case, given the shifting retail landscape in 

BC, LRS owners have to change with the times to 

succeed. With few exceptions, simply offering cold 

beer and Sunday openings is no longer a model 

for success. 

“Think of what happened to convenience stores 

when grocery stores started to open on Sundays,” 

Lamb suggests. “Don’t keep doing the same thing, 

watch your customers dwindle, and wonder why. 

Don’t think it’s the same old, same old. You’ve got 

to do something.” 

5) Focus on Service 

What makes all of these strategies succeed or fail 

comes down to one thing: service. Investing in 

well-trained, experienced, and service-oriented 

employees is the best way to gain the edge over 

your competitors. 

The Strath, for instance, has wine, beer, and whisky 

specialists who can explain exactly why a customer 

should drop $150 on a bottle of single malt. So does 

Legacy, Brewery Creek, and West Vancouver’s 16th 

Street Liquor Store. And it’s not just the folks on the 

floor who matter. Knowledgeable wine, beer, and 

spirits buyers who can dig those gems out of the 

Spec lists are also crucial. 

Smart retailers also offer services that make life 

easier for customers, such as home delivery. Liquor 

Express, with six locations on Vancouver Island, is 

one of a growing number of stores to offer delivery, 

as is the Clayton Liquor Store in Surrey. 


17

Tap Into an Agent 

LDB Report 

by Todd Cooper 

In BC, there are over 35,000 beverage alcohol 

products available and the majority are inventoried 

in the Liquor Distribution Branch (LDB) and 

Agent’s warehouses. But while the large number 

of available products may seem overwhelming, 

finding out information about these products is 

not as challenging as you may think. 

Whether you operate an LRS or pub, you’ll need 

a steady stream of information about products 

currently on your shelves, for your menu, and new 

products entering the market. To find out first-hand 

information, we recommend you tap into an Agent. 

Agents can help you build your product selection 

and keep you up to speed on their BC inventory 

availability. 

To locate an Agent for a specific product, contact 

our LDB Wholesale Customer Centre (WCC) or 

research the product online to find out who 

represents the brand in BC. In addition, our WCC 

provides Agents an opportunity to order the 

products they manage on your behalf. 

The benefit of ordering from an Agent’s portfolio is 

that it allows you to build and retain a relationship 

with them, maintain case volume of top sellers and 

learn about new and trending products. 

In three easy steps, WCC customers can get started 

right away and order product from an Agent’s 

portfolio. 

Step One 

• Contact the Agent that represents the product 

you are interested in. 

• If the Agent has stock of the product in B.C. and 

the product is open to all customers to order, the 

Agent can complete an order form. 

Step Two 

• The Agent will send the order form by email 

to the WCC and also send a copy via email to the 

customer. 

Step Three 

• The customer must approve the order by email. 

• Once that is complete, the WCC will process the 

order. 

• The products ordered will be shipped according 

to the customer’s established order and delivery 

schedule. 

Should you have any questions about the LDB’s 

Agent ordering process, please contact the 

Wholesale Customer Centre at 604-775-0681 or 

email wholesalehelp@bcldb.com. The Agent order 

form is available for download on the Resources 

page of www.ldbwholesale.com. 

LDB Product 

Warehousing Definitions 

To simplify your experience and easily 

navigate through all the products, it’s 

beneficial to review our product warehousing 

definitions; they are labelled as Listed, LDBstocked 

and Agent-stocked products. 

Listed Products 

Listed products are available to all retailers 

and hospitality establishments in the 

province, including BC Liquor Stores, and 

are generally stocked in the LDB’s Vancouver 

and Kamloops warehouses. 

LDB-Stocked Wholesale Products 

LDB-stocked wholesale products 

are available to all wholesale retailers 

and hospitality establishments and are 

inventoried in the LDB Vancouver and 

Kamloops Distribution Centres. Stocked 

wholesale products are ready to ship when 

ordered, and represent the top-selling 

products in the wholesale portfolio. 

Agent-Stocked Wholesale Products 

Also available to wholesale retailers and 

hospitality establishments, Agent-stocked 

wholesale products are stocked in the 

Agents’ warehouse and not stocked in the 

LDB Vancouver or Kamloops Distribution 

Centre. These were previously referred to as 

‘back-ordered wholesale products’. Please 

keep in mind the extra lead time involved 

when ordering Agent-stocked wholesale 

products. 


Wine Report 

Photo & article by Tom Firth 

Portugal - The Next Big Thing 

Portugal is one of the last frontiers of modern wine. As with most of Europe, 

Portugal has a history of winemaking that goes back several thousand years. 

Most well-known internationally for its fortified Port wines, and to a lesser 

extent, Madeira, it is only recently that the country is regaining an international 

reputation for its table wines. Unlike most European countries, Portugal uses 

a host of uncommon or unusual indigenous grape varieties rather than those 

most familiar to North American wine drinkers. There are also 31 current DOCs 

(Controlled Denomination of Origin) producing wine in 14 different regions, 

crafting a wide range of wines. In the year ending March 31, 2015, Portuguese 

wine sales in BC totalled $4,518,000. 

One drawback for Portuguese table wines on the world stage is the lack of 

definitive cuisine that is readily identifiable to consumers. Italian, French, and 

even Spanish cuisine is relatively well-known to wine drinkers and their wines 

pair easily with their foods. However, the Portuguese simply don’t have many 

recognizable dishes known to Canadians. The good news is that the Portuguese 

do love to eat, and a lot of what they eat would be right at home any night of 

the week for most Canadians. They enjoy a lot of seafood (primarily cod - called 

“bacalhao” in Portuguese) as well as pork, cheese, breaded or fried dishes, and 

poultry. On the whole, Portuguese cooking doesn’t involve a lot of processed 

foods. Simple and fresh ingredients are made into dishes that are not afraid of 

a little fat or richness. As a result, a lot of their wines can and do pair well with 

the foods Canadians enjoy - fresh and salt water fish, red meat and game of all 

types, and even the classic grilled cheese sandwich. 

Wines from some of the more common Portuguese regions available in BC are: 

Vinho Verde - Vinho Verde comes from the Minho region just north of Porto 

in northern Portugal. Sadly, Vinho Verde is still shaking a several decades-old 

reputation for cheap plonk. These days, the wines are some of the finest whites to 

grace the table. Many still have some residual sweetness or a light effervescence. 

Modern (and some of the best) Vinho Verde are single varietal whites made from 

grapes like Alvarinho, Arinto, and Trajadura. Vinho Verde works well with fish, 

poultry (including turkey), and soups. 

Douro - Inland from Porto, the Douro region is only recently exporting significant 

quantities of high quality reds to our market. The winding river has carved out 

slopes that have been built up with terraces to allow viticulture. Though the 

fortified wines of the region are best known, the table wines are exciting and 

interesting. Grapes used are the same varieties as those used in Port, but it is 

the Douro blends that are often the tastiest wines. Food-wise, the Douro pairs 

well with ham, sausage or beef dishes, while the whites work with cod, cream 

sauces, and poultry. 

Tejo and Lisboa - Although they are still a little uncommon to our market, these 

coastal and near coastal areas are well suited for varied agriculture and wine 

making. Single DOC Tejo produces a number of softer, more quaffable wines 

suitable for ready drinking, while Lisboa is made up of 9 smaller DOCs making a 

range of wines. Several regions use more international grapes such as Syrah or 

Chardonnay, but several are using Portuguese varieties as well. Enjoy these wines 

with seafood and poultry dishes as well as custards and desserts. 

Alentejo - A large region in the southern half of Portugal, the Alentejo is a “hot” 

spot (pun intended) for some well-made reds and a few whites available in BC. 

This region is also well-known for its cork industry. Beef and pork are on the 

menu in the region but charcuterie, tomato sauces, and turkey or chicken are 

solid matches with these wines. The red grapes of Aragonez and Trincadeira as 

well as the white grape Arinto are worth trying from this region. 

Dão and Bairrada - A hilly region in the centre-north of Portugal, the Dão 

region can be a difficult region to narrow down. Here in BC, we are seeing some 

producers, but not a lot. The white Encruzado grape is garnering attention along 

with well-balanced Touriga Nacional and other red ones. Sheep, duck, and fullflavoured 

cheeses work well with these wines. Seaward from the Dão region, 

Bairrada seems to be best known for its use of Baga - an incredibly difficult grape 

to work with that can age for decades. The region does see some international 

grapes, but also the white grapes of Arinto and Maria Gomez. Food-wise, these 

wines pair well with pork, goat, and lamb dishes. 


19

ONE20 Public House 

by Kathy Eccles 

Gastropub Concept Thrives at ONE20 Public House 

Delta’s popular gastropub, ONE20 Public House, emphasizes fresh, innovative 

and local cuisine, making it an attractive stand-out in the suburban 

neighbourhood. “We’re located on Scott Road, a bastion of chain-style 

restaurants. We’re one of the few individual restaurants on the strip not following 

the franchise model,” notes Manager Michael Lehnert. He and his wife Ramona 

have been operating this family business for 18 years. 

Michael, who spent time in the kitchen of a Michelin star restaurant in Germany, 

brings quality rigour to the menu at ONE20 Public House. “Food is one of our 

strongest points. I’m still on the line in the kitchen and currently have a chef in 

charge as well,” describes Michael, adding that “We call him Tony, because I’m 

a Michael too.” Chef Michael Anthony Ferreira, aka Tony, has roots in Guyana 

and Portugal, and his cultural stamp on the menu is clear. 

Currently, seasonal dishes on the menu include a Charcuterie Board (with 

cheeses, cured meats, and house pickles), Vegetable Cassoulet (market 

vegetables over white bean ragu), and Stuffed Yorkies (Yorkshire pudding filled 

with mashed potatoes, roast beef, gravy and horseradish mayo, served au jus). 

Signature dishes added for the winter include Roasted Cauliflower with Spiced 

Pepper Cheese - available to order as a half or whole head - and Fried Arancini, 

risotto balls stuffed with mushrooms and chorizo, topped with truffle mayo and 

shaved parmesan. Even optional $5 sides are high-end, among them short rib, 

salmon fillet, seared tuna, and gourmet penne ‘n cheese. 

“We pride ourselves on making food as from scratch as it can be. From our 

mayonnaise to our sauces to our soups; everything is made from scratch. We 

peel our own carrots, slice our own tomatoes, and source from local purveyors, 

whenever it is economical,” Michael explains. The pub’s Fresh Sheet changes 

every Friday. Michael and Tony use what’s available at the market, recently 

featuring fresh finds of pork cheeks and quail. 

The bar menu complements the pub’s focus on food. Michael reports, “We’ve 

seen our biggest increases in signature cocktails and wines by the glass.” The 

hand-crafted cocktails at ONE20 Public House are made with freshly squeezed 


We’ve seen our biggest increases in 

signature cocktails and wines by the glass. 

juices or flavoured syrups created in-house, and garnished 

with freshly chopped fruit. Watermelon sangria, garnished 

with kiwis, was a big hit on the pub’s summer menu. 

ONE20 Public House also owns the liquor store next door, 

allowing customers to buy wine there and drink it in the 

pub for a $15 corkage fee. Rotating beers are available on 

tap. “Our mantra is local and green. With so many excellent 

micro-breweries nearby, we serve as many local beers as 

we can.” 

The pub recently rebranded its website and graphics. “We 

modernized the logo, took on a creative group and made 

everything more uniform.” The new website at one20pub. 

com offers menus, special event notices, a photo gallery, 

and social media links to Facebook, Twitter and Instagram. 

One staff member is dedicated as the “social media guru” 

and writes a monthly blog, keeping customers up-to-date. 

A renovation went along with the pub’s new imagery. The 

Lehnerts teamed up to create the pub’s inviting new décor. 

Michael explains, “We sort of stayed away from glitzy neon 

beer signage and instead went for making the room warm. 

The footprint is the same, but we added a few elevations, 

and wound up with leather accents and brick.” Custom 

furniture pieces, stand-up tables and bar rail sections were 

all made from old barrel staves. “It’s the kind of place where 

you want to cozy up on the leather sofas.” 

Thursday nights are date nights with live jazz or blues 

music. “Couples can get a bottle of wine next door and 

enjoy complimentary corkage, buck-a-shuck oysters, and 

a chocolate fondue for $5 that is second to none,” Michael 

advises. Sundays are another hugely popular day at the 

pub. All food on the regular printed menu is half price on 

Sundays. As Michael recounts, “It started a few years ago, 

when we marketed it as ‘Give Back to the Community Day.’ 

It’s become very popular. It’s one of our busiest days and 

it builds and builds.” 

The pub also hosts fundraisers for local sports teams and 

charitable groups. A recent tapas night benefited the Burns 

Bog Conservation Society. An outdoor open house was 

held during the Movember campaign for prostate cancer. 

On top of that, ONE20 Public House avidly supports local 

hockey, soccer, baseball, rugby, and swim teams. Michael 

stresses, “We’re very community-driven.” It’s just another 

of the many ways this food-friendly gastropub makes its 

mark in the neighbourhood. 


21

CREATIVE RECRUITING 

THINKING OUTSIDE THE BOX 

by go2HR 


BC’s hospitality industry is experiencing a labour 

shortage in many areas, and pubs, bars and 

lounges are no exception. The solution? Thinking 

outside the box. Publicans and LRS managers 

throughout the province are using everything 

from social media to employee referral programs 

to find and keep the people they need. 

Staff Retention 

The first step in great staffing is, of course, keeping 

the people you have. The Fountainhead Pub 

in Vancouver’s West End, for example, has few 

recruiting issues. A popular hangout in a tight-knit 

urban neighbourhood, the “Head” gets a steady 

stream of qualified applicants for relatively few 

vacancies. 

“We have one of the highest retention rates in 

Davie Village,” says managing partner Michel 

Duprat. “Our average is two to four years and 

we’ve had some people here for more than ten.” 

Companies recognized as good workplaces typically 

spend less money on recruiting than those with less 

polished reputations. 

How do they do it? “We keep wages competitive, 

we provide medical and dental, and we try to be 

a good, supportive employer.” That, and a location 

in an urban neighbourhood where a lot of people 

live, means that the Fountainhead rarely has 

difficulty filling customer service positions. 

“The kitchen can be more of a challenge, though,” 

adds Duprat. While most front-of-house new hires 

are walk-ins or referrals, Duprat often looks to 

online resources such as the go2HR job board for 

cooks. “We’ve always received an ample number of 

resumés, but finding qualified kitchen staff can be 

difficult. Because we are a stand-alone operation, 

we need people to have at least some experience 

when they start,” he explains. 


23

Photo courtesy of Liquor Planet 

You can promote these aspects of your business 

through local and industry media, at job fairs and 

career events, and by applying for Best Employer 

awards. Of course, your own website, Facebook 

page and Twitter feed are easy - and free - 

platforms for raising your profile as an employer, 

especially if current staff members like, follow, and 

share your social media posts. 

Leverage Social Media 

Social media can be a great recruiting tool for both 

hourly and managerial employees. 

For finding customer-facing and entry-level 

staff, job boards - especially those specializing 

in hospitality, such as go2HR's Job Board - are 

good places to start. Have a look, too, at go2HR’s 

Facebook page “Move On Up With a Career in 

Tourism”, which also shares job openings from 

the industry. 

Offer bonuses or other incentives to team members 

whose referrals lead to a successful hire. 

Establish a Positive Employer Brand 

Two advantages the Fountainhead Pub has are 

its role as a popular community fixture and its 

reputation as a good place to work. Positive 

word-of-mouth can go a long way in attracting 

staff and can give an employer an edge in the 

competition for new talent. In fact, companies 

recognized as good workplaces typically spend 

less money on recruiting than those with less 

polished reputations. 

All else being equal, job hunters will favour 

businesses that offer professional development 

opportunities, and score high points for health 

and safety standards, community involvement, 

and sustainable environmental practices. 

For managerial positions, LinkedIn is an excellent 

resource. This online professional network enables 

you to post vacancies, promote your business, 

and engage with potential employees, including 

many who may not be actively job hunting yet, 

but could be valuable contacts in the long term. 

Either way, the key to using social media is to 

stay ahead of the game. Don’t wait for vacancies 

before looking for a new hire; instead, review 

applications on an ongoing basis and keep in 

touch with qualified candidates. That way, you’ll 

have a pre-screened shortlist when you need it. 

Start an Employee Referral Program 

Your current workers are an excellent resource 

for attracting new talent. Vince Marino, whose 

company, Hogwartz Entertainment, operates 


two Vancouver pubs, estimates that about 20% 

of his staff is sourced through employee referrals. 

The process occurs naturally, of course, but you 

can also leverage it with an organized Employee 

Referral Program, or ERP, offering bonuses or other 

incentives to team members whose referrals lead 

to a successful hire. ERPs are a quick, low-cost, and 

effective way to find staff. Referred candidates 

are usually well-informed about the job and they 

tend to stay with the company longer. Also, hiring 

people who are already friends gives you a head 

start in team-building. 

Hire Under-Represented Groups 

From persons with disabilities to new Canadians 

and Aboriginal people, there’s a wealth of talent 

among BC’s under-represented groups. BC is 

also home to 1.2 million 50 to 70 year-old baby 

boomers that can bring a lifetime of experience 

and interpersonal skills to customer-facing jobs. 

Offer Professional Development Opportunities 

Pubs and bars awash in resumés can still find it 

a challenge to staff the kitchen. One reason for 

this, as Marino points out, is that cooks often want 

more professional development opportunities 

than liquor primary businesses typically offer. 

One way around that is to sponsor apprentices. 

If you’re in a position to do so, enabling cooks to 

become certified as a Professional Cook 1, 2 or 3 

(Red Seal) while in your employ is a powerful way 

to attract and retain motivated and committed 

people. Also look at offering other professional 

development opportunities, such as extra training 

or a clear career path, to attract staff interested in 

making hospitality a career. 

However you choose to do it, whether boosting 

your business’s Facebook profile, checking out 

the job boards, or asking your staff to recommend 

their friends, now is the time to get creative about 

your hiring needs. 

Is your company doing something innovative in hiring new employees? 

Share your stories with go2HR at inquiry@go2hr.ca. 

go2HR is BC’s tourism and hospitality human resource association. As 

labour market specialists, go2HR coordinates the BC Tourism Labour Market 

Strategy and provides programs and resources in the areas of recruitment, 

retention, and training. To learn more, visit go2HR.ca. 


25

JOINT VENTURE DRINKING 

WHO’S AT FAULT? 

by Lorne Folick and Michael Bellomo, Dolden Wallace Folick LLP 

All commercial alcohol providers have a legal duty 

to protect their patrons who become intoxicated 

on their premises and cannot care for themselves 

as a result. This includes ensuring that intoxicated 

patrons have a safe ride home. It is becoming 

increasingly common in commercial host lawsuits 

to encounter situations where two patrons drink to 

excess in the same licensed establishment and then 

leave together in the same vehicle. Tragedy often 

results and the injured passenger sues both the 

driver and the commercial host for damages. In such 

cases, passengers are often found to have been, at 

least partially, the authors of their own misfortune, 

having over-imbibed with the other patron before 

deciding to accept the ride. However, the question 

of who is at fault in such circumstances is becoming 

increasingly complicated. In fact, recent court 

decisions have increased commercial hosts’ liability 

exposure by “transferring” back to the host some of 

the intoxicated passenger’s fault arising from the 

choice to ride with a drunk driver. 

The Ontario Court of Appeal case of McLean v. 

Knox illustrates the point. This case reinforces the 

principle that the driver, passenger, and commercial 

host may all share liability for the passenger’s 

injuries. In that case, the Court emphasized 

that determining who is at fault in this situation 

involves not only considering the commercial host’s 

liability for over-serving the driver, but also the 

host’s responsibility for over-serving the plaintiff 

passenger, thereby compromising the plaintiff’s 

ability to think rationally. 

McLean v. Knox, 2013 ONCA 357 (C.A.) 

Next Issue 

Summer 2016 

the 


The facts in McLean are simple. The plaintiff 

McLean and the defendant Knox were drinking 

together at Finnigan’s Road House. Both McLean 

and Knox were, “seriously intoxicated”, according 

to the Court, when they and two others drove 

away in Knox’s vehicle, with Knox at the wheel. 

Tragically, Knox lost control of the vehicle, and 

McLean sustained significant injuries. McLean 

sued Knox and Finnigan’s, alleging that they were 

both liable for his injuries. At trial, the jury was 

asked to determine the amount of damages, and 

to apportion liability between McLean, Knox, and 

Finnigan’s. 

The jury concluded that McLean was 15% liable for 

his injuries, Finnigan’s was 1% liable, and Knox was 

84% liable. Not surprisingly, the plaintiff appealed 

this apportionment of liability, arguing that the 

jury erred in apportioning only 1% liability against 

Finnigan’s. 

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The Ontario Court of Appeal agreed that the jury 

first should have been instructed to assign liability 

for the accident between only Knox (as driver) 

and Finnigan’s (for “over-serving” Knox). The next 

step should have been, according to the Court of 

Appeal, to assess liability for the plaintiff’s damages 

between Knox, Finnigan’s, and McLean. The Court 

of Appeal concluded it was open to the jury to find 

Finnigan’s partly liable for any part of the plaintiff’s 

own contributing negligence. 

The Court of Appeal commented that, “the degree 

of the commercial host’s responsibility for allowing 

the driver to become impaired, as a matter of 

logic, will normally be similar to the degree of the 

commercial host’s responsibility for allowing the 

passenger to become impaired.” 

Rather than order a new trial, the Court in McLean 

ordered the parties to decide the apportionment 

of liability amongst themselves. 

What the McLean case shows is that a plaintiff 

passenger may be able to “set off” and reduce some 

of his or her own fault where the commercial host 

has “overserved” both driver and passenger. 

The McLean case emphasizes how commercial 

liquor providers increasingly face the prospect 

of civil liability as a result of the actions of their 

intoxicated patrons. In this context, it is essential 

that commercial liquor providers take care to 

monitor their patrons’ consumption. They can 

protect themselves by creating and implementing 

clear and effective policies and procedures for 

serving alcohol; having effective management 

supervision; constant training of employees 

and managers on policies and procedures and 

industry standards; and preserving evidence of 

any incidents. 

Lorne Folick is a senior partner at Dolden Wallace Folick LLP and has a practice 

dedicated exclusively to insurance defence litigation. Lorne has a wide range 

of experience. He is particularly well-regarded in the field of liquor liability. 

Lorne is a co-author of Liquor and Host Liability Law in Canada, published 

by Canada Law Book. 

Michael Bellomo is a litigation associate at Dolden Wallace Folick LLP. His 

practice is dedicated to insurance defence litigation with a strong focus on 

liquor liability matters. 

Go to www.dolden.com. 


Names in the News 

by Debbie Minke 

ABLE BC New Members 

ABLE BC welcomes the following new associate 

members: AMA Grant Ventures Ltd, Campari 

Canada, Corby Spirits and Wine Ltd, Millennium 

Logo Gloves, Minhas Brewery, Mondia Alliance 

Canada, The Bacchus Group, The Wine List, Tiger 

Claw Supplies Inc., Trialto Wine Group, and XFour 

Vodka Company - A Division of VonAlbrecht & 

Associates. 

ABLE BC also welcomes the following new licensee 

members: Admiral Pub, Bimini Liquor Store, Friendly 

Mike’s Pub and Liquor Store, Old City Station Pub, 

Old Town Cold Beer & Liquor Store, Vancouver Island 

Liquor, and Village Pub. 

Awards 

Congratulations to Lauren Mote, co-proprietor, 

Bittered Sling Bitters, and manager, UVA Wine 

& Cocktail Bar, who has won the title of 2015 

Canadian Bartender of the Year in Canada’s biggest 

bartending competition, Diageo World Class 

Canada. Mote is the first woman to win the title. 

This year, the Okanagan Valley was named one 

of the 10 best wine destinations of 2015 by Wine 

Enthusiast magazine, ranked #1 wine region in 

the world by The Huffington Post and dubbed the 

second best wine region to visit by USA Today. 

Acclaimed UK wine writer Steven Spurrier, in the fall 

edition of The Somm Journal, proclaimed, "For me, 

wine is the three Ps: the place, the people and the 

product. BC ticks all three boxes with exuberance, 

elegance, and conviction." 

BC's wine regions are already making a mark on 

2016 lists, making Travel + Leisure's “Best Places to 

Travel in 2016” and being featured in a recent USA 

Today article “Canada's wine country: Where to taste 

and tour in every region”. 

Events 

The Vancouver International Wine Festival will 

mark its 38th edition of pairing wine, food and the 

performing arts from February 20 to 28, with Italy 

as the theme country. The festival will showcase 156 

wineries from 14 countries (including 60 wineries 

from Italy) pouring 1,450+ wines at 55 events 

for a projected 25,000 attendees. The festival is 

produced by the Vancouver International Wine 

Festival Society, which has three mandates: provide 

an informative, educational and entertaining wine 

experience for public and trade; be a premier 

marketing opportunity for the wine industry and 

festival partners; and raise funds for the Bard on 

the Beach Theatre Society. Since its inception in 

1979, the festival has raised $8.5 million for the 

performing arts. 

Acquisitions 

Labatt Breweries of Canada is adding ready-todrink, 

spirits-based beverages and ciders to its 

portfolio. The range of brands, owned by the Mark 

Anthony Group of Companies, include Palm Bay, 

Mike’s Hard Lemonade, and Okanagan Cider as well 

as the BC-based Turning Point Brewery, which brews 

the Stanley Park family of brands. Labatt has also 

acquired craft-brewer Mill Street Brewery, investing 

$10 million to expand Mill Street’s production and 

packaging operations. 

Anniversaries 

Congratulations to Authentic Wine & Spirits 

Merchants Western Canada, which celebrated its 

10th anniversary on January 3. 

EMC Publications, publisher of The Publican and 

other trade magazines, is celebrating its 25th 

anniversary in February. 

2015 Canadian Whisky Awards 

Canadian Whisky of the Year Lot No. 40 

Sipping Whisky of the Year 

Canadian Club 100% Rye 

Award of Excellence - Best New Whisky 

Gooderham & Worts 

Award of Excellence - Innovation 

Wiser’s Hopped Whisky 

Award of Excellence - Canadian Whisky Profile Crown Royal Northern Harvest Rye 

Award of Excellence - Line Extension Canadian Rockies 21 

Award of Excellence - Artisanal Distillery of the Year Still Waters 


27

STAYING AHEAD OF THE GAME 

REGULAR EQUIPMENT MAINTENANCE IS KEY 

by Kathy Eccles 

28 The Publican 

Photo Courtesy of Monkey Tree Pub

While it may not be the glamorous side of the 

business, developing a regular bar maintenance 

program is as vital as pouring cold, clean beer and 

serving excellent pub fare. 

Customers might not see what goes on behind 

the scenes to keep the refrigerators humming 

and the glasses rinsed to sparkling perfection, 

but they’ll quickly notice any lapses. Ridding 

draft beer lines of musty-tasting yeast deposits is 

just one of the priority chores on the to-do list at 

any bar, pub or lounge. If an overused blender or 

Bellini machine breaks down, it’s not that difficult 

or costly to replace. However, the expensive bank of 

stainless steel appliances found behind most bars 

requires regular service and maintenance to ensure 

longevity. With that in mind, here’s how several of 

BC’s liquor-serving establishments are ensuring 

that a wide range of bar equipment is kept in peak 

working order. 

Keep Maintenance Contacts Close at Hand 

Keep all maintenance records, equipment manuals, 

and a booklet of supplier contacts in one drawer 

behind the bar. 

When the toy crane breaks down at the Wheatsheaf 

Pub in Nanaimo, Owner Jim Hutt knows just who 

to call to make sure the machine kicks back into 

operation retrieving plush prizes for his customers. 

His employees do too, because he keeps all his 

maintenance records, equipment manuals, and a 

booklet of supplier contacts in one drawer behind 

the bar. “That way, staff doesn’t have to find a key,” 

he explains. “Everyone has access.” 

Owned by the Hutt family since 1978, the 

Wheatsheaf Pub has been licensed to sell alcohol 

since 1885, as far back as when horses where 

hitched to the posts outside. A lot has changed 

since then. Jim and Brian Hutt today oversee 

maintenance of the modern 102-seat bar, which 

- along with the brightly lit toy crane - features a 

digital jukebox, self-service terminal for pull tabs, 

and a main bar terminal for lotteries. Glitches with 

the BCLC machines are a quick fix. “One call, and 

they send a tech out from the area,” says Hutt. The 

digital jukebox is serviced remotely by a person who 

lives two hours away in Campbell River. 

The pub’s 10 draft beer lines are cleaned and 

maintained by an outside supplier with instructions 

to replace a line if there is even a hint of a 

problem. When it comes to major jobs, such as the 

refrigeration units on the roof, Hutt explains, “We 

keep all the filters clean on a regular basis. We don’t 

have a schedule; we know when to do it.” 

Hutt formalizes much of the pub’s maintenance 

program in writing. “I have a book with all my 

policies and procedures, which runs off the Liquor 

Control board guidelines.” He adds that the book 

also contains the pub’s own detailed procedures 

and a call-out list of trusted local repair people, 

including plumbers, electricians and the “furnace 

guy.” He stresses, “They’re very punctual people.” 

The Wheatsheaf Pub also has a positive relationship 

with local health inspectors. “I’ve known them a 

long time. They’re very proactive. It’s important 

to have a good relationship and it’s good that we 

all work together. We’re very attentive and rectify 

problems as soon as possible.” 

New Equipment Gets Team Attention 

The 46-seat lounge at the Billy Barker Casino Hotel 

in Quesnel was newly renovated a year ago. General 

Manager Brad Kotzer advises, “We’ve got new 


29

to an iodine-based sanitizer and rinsing agent. 

A full-time maintenance person on staff provides 

further back-up for equipment in the bar. 

Vendor Agreements Ensure Smooth Operations 

At the 119-seat Monkey Tree Pub in Victoria, 

General Manager Peter Lembke notes, “We have 

some equipment that has been in use a good 

amount of time.” Since warranties have expired, 

the pub relies on vendors to extend the lifecycle 

of the equipment, paying them a monthly fee to 

ensure all bar equipment runs efficiently. 

Lembke explains, “Our equipment is maintained 

meticulously. We enter into agreements with 

vendors to come in and take care of the actual 

working mechanisms, cooling temperatures and 

maintenance to meet all health safety standards.” 

Hutt formalizes much of the pub's maintenance 

program in writing. 

equipment in our lounge, restaurant, and kitchen. 

We used the same supplier, and when we had a 

few issues, utilized the warranties. By handling all 

the equipment with one supplier, he took care of 

us.” For that reason Kotzer recommends going with 

one trusted, reputable supplier rather than buying 

new equipment piecemeal from various dealers. 

The hotel takes a team approach to maintaining 

the new equipment. Food and Beverage Manager 

Garry Lizotte explains that he, Kotzer, and a 

senior lounge manager developed the hotel’s 

bar maintenance plan. “The Closing Duty Sheet 

is posted and staff follows the list,” he describes. 

Other tasks are handled on a systematic schedule. 

Lizotte states, “The glass washer is flushed out 

each week. The filters and drain guards that 

collect ice and straws are cleaned out.” The pop 

supplier comes in regularly to check the soda 

guns. Ice machines are serviced semi-annually, 

while health inspections twice a year ensure that 

the temperature in the glass washer is hot enough 

and the right chemicals are being used. 

Soaps and various chemicals are provided and 

overseen by a supplier, who sends maintenance 

reports to the hotel. Recently, there was a bleach 

flavour in the glasses that wasn’t being rinsed off. 

The hotel worked with the supplier and switched 

To ensure proper care of the pub’s 21 draft lines, 

Lembke says, “A company comes in bi-weekly and 

is in charge of making sure the beer is flowing 

properly and tasting great.” He adds that the 

company also maintains the beer gas, ensuring 

that the correct mixture and pressure is in line. 

Opening and closing cleaning procedures are 

posted at the bar in written and laminated form. 

A formal protocol for troubleshooting is wellestablished. 

Lembke explains, “We have a call-out 

list. If the manager or owner is not on site, staff 

calls us and we’ll diagnose the problem. We’ll 

then call an appropriate repair individual. We have 

their numbers on paper and programmed into 

our phones.” He adds that most suppliers offer 

after-hours contact numbers so there is a quick 

response. “The program runs very smoothly,” he 

confirms. 

When it comes to bar equipment maintenance, it’s 

important to stay ahead of the game. 


What's New? 

by Debbie Minke 

Spirits 

Depth Charge is an espresso and cacao bean craft liqueur that combines 

locally-roasted organic coffee and rich, dark espresso with organic cacao 

nibs and a touch of raw BC honey. Savour coffee and espresso on the 

nose and front palette transitioning to bursts of cacao and a smooth 

semi-sweet finish. It makes a great espresso Martini when shaken over 

ice with a dash of orange juice and served with a large twist of orange. 

375ml $26.08 Whsl +695742 

Yaletown Distilling Cranberry Vodka is 100% BC grain farm-to-bottle, 

using a four-time distillation process with whole, fresh BC cranberries, 

sweet orange peel and lemon peel. This results in artisan vodka with 

subtle, fruity, dry cranberry flavour and aroma. 375ml $23.95 Whsl 

+594770 or 750ml $38.95 Whsl +45583 

Noteworthy Gin - New Western Dry is a handcrafted, small batch gin 

made from 100% BC barley and infused with 8 botanicals. It’s refreshing 

and beautifully balanced with citrus, lavender, juniper and light spice 

notes, complemented with fresh vanilla bean sweetness. 750ml $36.85 

Whsl 529859 

W.L. Weller Special Reserve Straight Bourbon Whiskey features an 

exceptionally smooth taste, substituting wheat for rye grain. Its softer 

flavour notes make this bourbon great for sipping or making cocktails. 

750 ml $29.22 Whsl +662841 

Russian Standard Gold Vodka is very lightly flavoured with extracts 

of Siberian ginseng, known as “golden root'” in Russian. These hints of 

ginseng and spice notes give the vodka a distinctly rich and exceptionally 

smooth taste. Double Gold - San Francisco World Spirit Awards 2015 

750ml $32.88 Whsl +609164 

Brennivin Aquavit is dubbed the Original Icelandic Spirit, crafted with 

caraway seeds, cumin, angelica and other native botanicals. This aquavit 

(unsweetened schnapps) shows a deliciously sweet taste and soft finish 

that’s best enjoyed ice cold and neat or in cocktails. 750ml $21.83 Whsl 

+769877 

Dooley’s White Chocolate Cream Liquor is a unique blend of finest 

Dutch cream, white chocolate and wild berries, with only half the fat of 

other cream liqueurs. The first taste opens with melting white chocolate 

followed by a hint of forest wild berries. 700ml $25.99 +566034 

Blasted Brew combines Legend Distilling’s Handmade Vodka and locally 

roasted organic coffee in a unique liqueur. Enjoy hints of dark chocolate 

and vanilla mingling with the smooth flavour of cold brewed coffee. 

375ml $20.47 Whsl +593707 

Beer & RTDs 

Steamworks Oatmeal Stout is ready for BC. A generous portion of rolled 

oats and black roasted barley give this beer a warm roasted nose and a 

distinct dryness. 650ml $4.50 Whsl +792952 

Chum Churum Peach is a newly-released flavoured soju. Considered 

Korea's most popular alcoholic beverage, soju is made with alkaline water 

and sweet potato. This peach-flavoured version is light and refreshing. 

14% alc/vol 360ml $6.66 Whsl +699397 

Wines 

Pocas LBV2009 Porto is a late bottled vintage that will age nicely. It has 

hints of heather on the nose, and on the palate it offers juicy cherry and 

cocoa notes on soft tannins. The good structure extends on balsamic 

notes, spicy and pungent. 750ml $27.49 Whsl +537316 

Augey Bordeaux Red is crafted in the most famous appellation in France 

with 75% Merlot and 25% Cabernet Sauvignon. Aromas of dark plum and 

spice unfold with a hint of mint. The palate has black currant, ripe fruit 

notes with oak hints and soft, velvety texture. Great value. 750ml $11.01 

Whsl +775437 Augey Bordeaux White 750ml $11.01 Whsl +660126 

Faucon Cuvee Prestige 2011 is a ruby red blend of organic Syrah and 

Cabernet Sauvignon. Enjoy a complex nose showing earthy, fruity notes 

accented by a fusion of spices. Hints of vanilla add to a lingering, long 

finish. 750ml $18.29 Whsl +085795 

The Entertainer Red Blend 2012 pays homage to Winemaker Wolfgang 

Blass. This blend of Australian Grenache and Shiraz is a medium-bodied 

wine with flavours of luscious cherries, plums, raspberries and spice. Enjoy 

velvety tannins and a fresh, soft finish. 750ml $13.09 Whsl +676403 

Aviary 2013 Chardonnay is a fresh, balanced wine with nice acidity from 

Napa Valley. It has fresh aromas of tropical fruit, pear, honeysuckle and 

vanilla, followed by tropical fruit, apple and toast on the palate. 750ml 

$27.99 Whsl +825737 

Antolini’s Corvina Veronese 2011 is a unique wine made from 100% 

Corvina grapes grown in the Veneto region of Italy. On the nose it has 

youthful aromas of red fruits, roses, herbs, and vanilla. It’s dry and fullbodied 

with moderately high tannins through mid-palate and a long 

finish. 750ml $20.99 Whsl +424465 

Sulva’s Kabatepe Kirmizi 2013 is crafted in Turkey using Cabernet 

Sauvignon, Syrah, Cabernet Franc, Merlot, and Karansakuz, an indigenous 

grape variety of Gallipoli. It’s deep garnet in colour and packed with 

intense fruity aromas, a nicely balanced red. 750ml $17.48 Whsl +689042 

Casa de Santar Vinho Tinto 2013 is produced by an estate in the Dão, 

Portugal wine region held by the same family for 15 generations. There's 

black raspberry and cherry on the nose with supporting notes of leather 

and damp earth. The palate is medium-bodied with dark berry flavours 

and balanced acidity. 750ml $16.00 Whsl +52068 

Veedha Douro Tinto DOC 2012 is from the Douru region of Portugal. 

Enjoy the bouquet of fresh fruit, notably raspberrries, with hints of spice, 

chocolate, and almond. The mouthfeel is intense with strong acidity and 

rich fruit flavours, melting into a persistent finish. “Veedha” means “life” in 

Portuguese. 750ml $11.20 Whsl +319053 

HB Blanc Languedoc AOP 2014 is a signature Languedoc blend of 

Grenache Blanc, Vermentino, and Roussanne grapes. It opens with fresh 

floral and citrus aromas on the nose. Enjoy crisp minerality, balanced fruit 

flavours and a clean finish on the palate. 750ml $12.99 Whsl +852889 

Casa Santos Lima Bonavita Tinto 2013 is crafted in the Lisboa region of 

Portugal from Touriga Franca, Tinta Roriz, Castelao, and Syrah grapes. It is 

a soft and rich wine, with good structure and fruit notes of black currant, 

cherries, and plums, combined with hints of chocolate in a smooth and 

long finish. Great value. 750ml $8.98 Whsl +566604 


31

losses are hidden by traditional pour cost analysis. 

Therefore, most operators think that their pour cost 

is just fine, only because they don’t know about 

these losses and don’t realize that they have been 

satisfied with a pour cost that should be two, three 

or four points lower! The losses are hidden because 

most operators are happy if their pour cost is stable 

and as good as, or better than, it’s been in recent 

months. 

One of our newer clients was sure that they were 

running very efficiently because their pour cost was 

19% in September, which is in the lower range of 

their recent history (see the charts). The bar owner 

was convinced that such a “low” pour cost meant 

that he couldn’t possibly have significant amounts 

of theft and overpouring. 

The owner’s position was that as long as their pour 

cost was in the 19% to 21% range, he was happy. This 

may seem logical, but it was dangerous because the 

bar owner’s complacency was preventing him from 

seeing what was really going on in his bar. 

WHAT IS A GOOD 

POUR COST? 

ELIMINATE OVERPOURING 

TO INCREASE PROFITS 

by Ian Foster 

Audits have found that 99 out of 100 bars are 

missing about a quarter of their alcohol because 

of overpouring and lost sales that have previously 

gone undetected. This is discovered by weighing 

every open bottle or keg and counting all the full 

containers to find out exactly how much alcohol has 

been used from every brand - down to 1/30th of an 

ounce. That usage is then compared to the number 

of drinks that were rung up into the cash register 

or POS system. That way an owner can find out 

exactly what has been overpoured or stolen. Then 

you can calculate an ideal pour cost, which shows 

what the pour cost really should be each month. The 

differential can result from bartenders overpouring 

and not ringing up drink sales. 

How Much Money Are You Missing? 

What is a good pour cost? The fact is that there 

is no such thing as an industry standard “good” 

pour cost for every bar or pub. You often hear 

or read that if your pour cost is around 20%, you 

are in good shape. That is simply nonsense - and 

dangerous at that! 

Whether or not your pour cost is good or bad 

depends on your pricing and what drinks your 

customers order. And both factors vary greatly from 

one bar to another. The question is: What is the right 

pour cost target for your particular establishment 

in this particular month? An upscale restaurant 

selling lots of expensive wines is always going to 

have higher pour costs than a bar that sells little 

wine but lots of shots. That’s because wine carries 

higher pour costs than most liquor. On the opposite 

end of the spectrum, I’ve seen a hotel with a 15% 

pour cost despite enormous (hidden) losses. In fact, 

32 The Publican 

that hotel should have been running an 11% pour 

cost; which might sound impossible. However, the 

hotel is in Hawaii and almost half their sales are 

poolside Mai Tais with a 37¢ cost and an $8 selling 

price (which results in a 5% ideal pour cost on that 

drink) - so an 11% pour cost makes sense. 

Here’s the thing: you can’t really compare the 

pour cost in one establishment to that of another 

because every bar has different pricing and a 

different sales mix. 

Is Your Pour Cost Too High? 

What about the pour cost in your bar? Is it too high? 

Yes it is. Almost certainly. 

That is because virtually every bar has enormous 

losses from overpouring and theft. But those 

How much money could you be throwing away? 

What are those three percentage points worth? In 

one case, it was $5,000 in profit every month. But 

that, too, varies from bar to bar depending on the 

reason for the losses. 

If a bartender pours a $3.50 pint of beer, collects the 

money for it, but doesn’t ring it up, you are out the 

full $3.50. Such retail losses typically make up about 

a third of the problem. 

If you throw out a pint of foamy beer, then you are 

only out about $1. Losses at cost typically make up 

less than a quarter of the problem. 

Overpouring is by far the biggest problem for most 

establishments. Eliminating overpouring usually has 

a surprisingly large effect on profits. At first glance, 

one would think that overpouring results in a loss at 

cost. If your bartender pours an extra ½-ounce of a

premium spirit, you would think that you lost out on 

the 50¢ cost of that extra ½-ounce. And sometimes 

that is true. More often, though, overpouring ends 

up being a loss at retail. 

I recently ordered a Hendricks gin on the rocks. The 

bartender charged me $7 and I gave him $10. But 

instead of pouring me 1½ ounces, he completely 

filled the rocks glass. It was closer to a triple than a 

double. As a result, I never ordered another drink. 

Whereas I likely would have bought three drinks 

for $21, I only spent $7 on one drink. The bar owner 

lost out on the other $14. Ironically, the “generous” 

bartender also lost out because he only received 

a $3 tip on one drink instead of $9 on three drinks 

over the course of the evening. 

Why Your Pour Cost Bounces Around Every Month 

Sometimes pour costs bounce around because don’t have exactly the same guests ordering 

of counting errors or data entry errors made exactly the same drinks every day. Your sales 

on the month-end inventory. Sometimes pour mix will always change: every day, week, 

cost inconstancies are caused by rising alcohol month and season. And because every drink 

costs or drink prices. 

you sell has a different ideal pour cost, the 

The most common reason that pour costs 

result is an ever-changing pour cost each 

bounce around all the time is simply that you 

month. To illustrate, here are some ideal pour 

costs for one pub: 

Drink 

Ideal PC 

Vodka/tonic 

10% 

Margarita 

14% 

Domestic beer pint 20% 

How Can You Reduce Your Pour Cost? 

Domestic beer bottle 

23% 

You could raise your prices - although that has 

the obvious downside of driving away guests. You 

could encourage your guests to order cheaper 

drinks. That would reduce your pour costs alright, 

but lower your profit because you actually make 

more money on Grey Goose than on well vodka 

despite the higher pour cost on Grey Goose. In fact, 

you want your guests to order drinks with higher 

pour costs because you put money in the bank, 

not percentages. 

The best way to reduce your pour cost is to focus on 

eliminating the overpouring and lost sales that plague 

virtually every bar and pub in the world. 

Ian Foster is Vice President, National Accounts with Sculpture Hospitality. He 

can be reached at foster@sculpturehospitality.com. 

Grey Goose 

28% 

House Cabernet 

30% 

Vodka/Red Bull 

30% 

Grey Goose martini 36% 

Duckhorn Cab 

45% 

In the summer, this bar sells more vodka/tonics 

and more margaritas – drinks with low pour 

costs. In the winter, they sell slightly fewer of 

those drinks and more martinis and red wine. 

As a result, their ideal pour cost is a little lower 

in the summer and a little higher in the winter. 

Similarly, your pour cost will go up if you 

sell more happy hour drinks this month. 

In fact, there are endless factors involved, 

from weather, to drink trends, to holidays, 

to sporting events. Since you cannot control 

what your guests order, you cannot predict 

what your pour cost should be every month. 

It is going to bounce around simply based on 

your sales mix. 

Visit us on the web! 

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• Editorial Schedule 

• Advertising Rates 

emcmarketing.com 


33

ABLE BC Benefits 

ABLE BC's New Online Purchasing Portal 

BC’s Alliance of Beverage Licensees is pleased to 

introduce our new online purchasing portal buyABLE 

(buy.ablebc.ca), a dynamic web-based platform that 

gives our members a competitive advantage through 

collective buying power. 

What does buyABLE do for agents? 

• Generate significant incremental sales. An offer 

placed on buyABLE is seen by 350+ LRSs and any 

orders committed to are guaranteed. Buyers cannot 

back out or delay when the product arrives. 

• Test product and price pitches at no risk and no cost. 

buyABLE validates demand prior to you assuming any 

cost. You set the threshold of cases needed to produce 

the product, the price, and time frame in which it is 

likely to be delivered. 

What does buyABLE do for licensees? 

• Access to exclusive offers, unique products, and 

better pricing. buyABLE offers ABLE BC Members an 

opportunity that only they can get. Offers are channel 

exclusive and not made available to government 

liquor stores. 

• Increased profit margins. Our goal is at least 30% 

profit at suggested retail price. 

Access buyABLE today 

To learn more about buyABLE and how your 

business will benefit from using this platform 

please contact: Danielle Leroux (Manager of 

Membership & Communications) at 604-688-5560 or 

danielle@ablebc.ca. 

Complimentary Online Price Guide 

ABLE BC strives to provide our members with the best 

resources and tools required to operate and grow a 

successful business. In September, we were excited 

to launch our new Liquor Guide. ABLE BC has worked 

with our Associate Member Barnet Group to develop 

this online pricing guide and offer it exclusively to 

ABLE BC members free of charge. 

Members can use the Liquor Guide to review LDB 

monthly price changes, compare current retail pricing 

to wholesale pricing, and track wholesale markup 

and retail margins. For more information, please 

contact Danielle Leroux (Manager of Membership 

and Communications) at 1-800-663-4883 or danielle@ 

ablebc.ca. 

Join Us at an Upcoming Member Meeting 

ABLE BC meets regularly with members across the 

province to discuss recent and pending changes to 

liquor policies, and to exchange ideas about how we 

can work together to affect positive change in our 

industry. We continue our member meetings this 

spring, with events scheduled for Burnaby, Victoria, 

and Kelowna. 

Our meetings and industry events are open to all 

liquor licensees and industry members. We hope to 

see you at our next one. For upcoming event dates, 

please visit our website at www.ABLEBC.ca or contact 

1-800-663-4883. 

Join ABLE BC Today 

It is perhaps the most tumultuous liquor policy 

environment in recent memory. As the voice of BC’s 

private liquor industry, the Alliance of Beverage 

Licensees (ABLE BC) remains committed to what 

matters most: advocating for your interests and 

protecting your investments. Help build a thriving 

and prosperous liquor industry in BC. Join the 

Alliance of Beverage Licensees today. 

ABLE BC offers two types of membership: join as a 

Liquor Licensee for as low as $55 per month or as 

an Associate Member (Preferred Industry Supplier) 

for $28 per month. For more information, please 

contact Danielle Leroux (Manager of Membership 

and Communications) at 1-800-663-4883 or 

danielle@ablebc.ca. 


Upcoming Events 

FEBRUARY 

February 8 

Family Day 

February 18 

Parksville Untapped Beer Festival 

Parksville 

www.parksvilleuncorked.com 

February 18-21 

Uncorked Wine & Food Festival 

Parksville 

www.parksvilleuncorked.com 

February 20-28 

Vancouver International Wine Festival 

Vancouver 

www.vanwinefest.ca 

MARCH 

March 4-12 

Victoria Beer Week 

Victoria 

www.victoriabeerweek.com 

March 5 

Cowichan Valley Whiskey Festival 

Cowichan Valley 

cvwhiskeyfest.ca 

March 8 

IVSA New Product Salon* 

Victoria 

www.ivsa.ca 

March 22 

IVSA New Product Salon* 

Vancouver 

www.ivsa.ca 

March 25 

Good Friday 

March 28 

Easter Sunday 

APRIL 

April 8-9 

Okanagan Fest-of-Ale 

Penticton 

www.fest-of-ale.bc.ca 

April 25-26 

California Wine Fair 

Vancouver 

www.artsclub.com/events/californiawine-fair 

April 28 - May 8 

Spring Okanagan Wine Festival 

Various locations 

www.thewinefestivals.com 

April 28 

Best of Varietal Awards & Reception 

Penticton 


April 29-30 

WestJet Wine Tastings 

Kelowna 



35

BC Hospitality 

Foundation Update 

by Renee Blackstone 

The BC Hospitality is pleased to announce that 

we have reached a significant milestone. This 

November, the BC Hospitality Foundation helped 

its 100th beneficiary. 

As we recognize the inspiring story of our 100th 

beneficiary, Susan Selles, we encourage you to 

share her story of hope and determination to 

inspire others. In Susan’s honour, you can also 

make a donation directly to the Foundation at 

www.bchospitalityfoundation.com. (We suggest 

$100 in celebration of our 100th beneficiary, 

but any amount goes to help individuals in the 

hospitality community across BC coping with a 

financial crisis due to a health condition.) 

Susan, an upbeat single mother of two busy 

children, has been working for nearly 20 years 

at the Penticton Lakeside Resort, rising through 

various departments, and is currently their sales 

manager. Last year, she developed pancreatitis, 

which led to a portal vein thrombosis and a 

partial shutdown of her liver. Numerous doctor 

and hospital visits completely exhausted her bank 

of vacation days as well as her savings account, 

putting enormous stress on her family. While still 

recovering from that illness, she received even 

more devastating news. In August 2015, she was 

diagnosed with an aggressive triple-negative 

breast cancer. In September she had the tumour 

removed and underwent a partial mastectomy. 

Chemotherapy treatment began in November. 

Despite her ongoing treatments, Susan found it 

hard to completely stop working, saying “work 

keeps me sane and helps me stay occupied and 

positive.” Nevertheless, she continued to move 

further into financial deficit. 

Then, a colleague who attended a recent 

Thompson Okanagan Tourism Association 

conference reminded her about the BCHF. She 

made an application right away and within less 

than a month received approval for desperatelyneeded 

financial support that will make up 

her income shortfall, helping her to pay for 

prescriptions not covered by her MSP and for 

necessary time off work for treatments and 

therapy. 

“You have to take these things one day at a time,” 

Susan told the Foundation. “Negative thoughts are 

not good for any disease, and I prayed nightly for 

any kind of help. The support of the BCHF is truly 

amazing. It feels like a great weight has been lifted 

off my shoulders.” 

She shares that each successive chemotherapy 

treatment makes her increasingly tired, as the 

medication builds in her system, but for the sake 

of herself and her two children, she refuses to 

give up. 

“I’m appreciating living more now that I have 

cancer. You quickly realize that the only thing that 

matters in life is your family, and my children have 

been so supportive and understanding. With all 

the time off work and the cost of medication, what 

are you supposed to do? Cut back on food? Not 

pay your rent? The support of the Foundation is 

literally the answer to my prayers. When I received 

the cheque, I was crying. So very thankful.” 

The BCHF hopes to help more people this year 

than ever before. Spread the word. Who do you 

know that we can help? 


PRICING DRINKS THE RIGHT WAY 

BE CONSISTENT WITH YOUR CONCEPT 

by Ian Foster 

Pricing drinks is as much art as science. Calculating the profit contribution and 

pour cost is important, of course, but often not as important as comparing your 

pricing to your competitors and making sure that your pricing is consistent with 

your concept. 

For example, a neighbourhood pub can’t sell domestic draft beer for $1 more 

than the bar down the road - unless their concept somehow allows them to 

charge a premium (if they have live music, for example). 

Following are some pricing guidelines: 

First, you have to figure out who your competitors are. One key factor is their 

proximity to your establishment. If you own an Irish pub downtown, your 

competitor is not the Irish pub in the suburbs, because your guests are not 

going to drive 10 km to save 50¢ per drink. A second key factor is figuring out 

which establishments compete for the same guests as you do. Part of this is 

demographics: a wine-bar may target guests over the age of 30, while a nightclub 

will target women under the age of 30. Some types of establishments target 

guests looking for a nice setting for good conversation and well-made drinks 

while others are targeting university students who want a rowdy atmosphere 

and shots. 

Once you know who your primary competitors are, you need to make sure that 

your pricing is roughly the same as your competitor’s for well drinks and domestic 

beer. This is because these drinks are the ones chosen by your price-sensitive 

guests who often compare prices from one bar to another. In university, we often 

chose where to go based on drink prices - and when we arrived my friends would 

ask the bartender for the price of a vodka/tonic and the price of a domestic beer 

before deciding what to drink that night. 

However, you do not need to match your competitor’s pricing on call and 

premium drinks. In fact, on premium brands, you can easily charge an extra buck 

or two without losing any sales - and that extra buck or two is pure profit. I’m 

not in university anymore and like to drink Hendricks or Glenlivet. And, frankly, 

I don’t pay any attention to the price of my drink. I know that Glenlivet will cost 

me about $10, give or take a couple of dollars. So if I really don’t care if I get 

charged $8 or $12 - in fact, I don’t even notice. Of course if I get charged $16, I 

know I’m getting ripped off and you’ll lose a customer. 

The best example is the guest who drinks a Grey Goose and soda. By definition, 

vodka is a colourless, odourless, neutral spirit, and I know there are plenty of 

people who swear they like one vodka better than another, and that may be true 

when consumed straight up in a martini. However, any distinctions are completely 

lost when vodka is mixed with soda, orange juice, Kahlua or cream. Those guests 

who order premium brands in mixed drinks are (subconsciously) declaring that 

they choose to pay more simply for the status of paying more. 

Ian Foster is Vice President, National Accounts with Sculpture Hospitality. He can 

be reached at foster@sculpturehospitality.com. 


37

Spotlight on Flavoured Rum 

by Tom Firth 

Flavouring spirits is not a new invention. Long, long 

ago, it was figured out that aging raw spirits in wood 

mellowed the harsher flavours and increased both 

the quality of the beverage and the price you could 

get for it. In addition to aging spirits, which is a 

time-intensive process and an expensive one, many 

spirits benefit from the addition of flavouring agents 

- whether it’s botanicals such as juniper or coriander 

in the case of gin, or using spices such as cloves or 

other flavourings like vanilla in certain rums. 

No one is quite certain when it happened or who 

was responsible for making the first spiced rum, but 

most likely it stemmed from the rum rations granted 

to sailors in the 1700s. While sailors have long had a 

reputation for hard drinking, the rum ration granted 

to the sailors of several navies could probably have 

used some improvement to their flavour. Prolonged 

aging was probably out of the question onboard 

the ships, so it was likely that sailors found some 

advantage in adding a little something extra to 

their grog - such as lemon or lime juice added to 

combat scurvy. While drinking onboard the ship 

beyond their rations was frowned upon, sailors 

probably developed a taste for rum when on leave. 

It’s possible that sailors working on the spice routes 

had access to an assortment of exotic spices such as 

vanilla, cinnamon, orange peel, cloves, and more. 

Most spiced rums are made with basic, unaged 

rums that are coloured and flavoured. However, 

several brands are using some aged spirit in their 

blends, as the mellower, rounder flavours of aged 

rum can provide better flavour integration with 

the seasonings. 

Flavoured rums are a more recent development 

- at least commercially available bottlings. They 

are most cost-effective to make with synthetic 

flavourings or a combination of natural and artificial 

flavours. While rum could be made with almost any 

flavour, most producers focus on tropical flavour 

profiles. Various berry flavours, coconut, vanilla, 

or citrus dominate the offerings on liquor store 

shelves, and rather than being a good addition to 

a hot toddy, flavoured rums seem to be best for the 

daiquiri, Mai Tai, and Planters Punch assortment of 

refreshing cocktails. Most are made with unaged, 

or lower-quality rums where any harsh characters 

can be masked by various flavouring components, 

including sugar. 

There are over 100 different rums currently served neat or with a press of water, but rums for 

available in the BC market, and rum sales in retail use in cocktails of all styles and stripes. Spiced rums 

dollars for the year ending March 31, 2015 totalled work very well in hot cocktails, but also with flavours 

$118,412,000. Spiced rums are most likely being such as coffee, chocolate, and anywhere a little 

helped by a few prominent brands being marketed vanilla or cinnamon flavour would work. The various 

effectively and reaching new consumers, while the flavoured rums seem destined for umbrella drinks 

flavoured brands face stiff competition from within or slushy cocktails while the flavour base should 

the category. New entries to the category tend to probably be selected for the flavour profile the 

have to compete on price or on quality, and this can consumer is looking for. Berry-flavoured rum might 

be an onerous prospect for a newcomer. 

work with strawberry or other complementary 

So what are consumers looking for in their flavoured 

flavours in the cocktail, while the classic coconut 

rum? Flexibility and mixability are going to be first 

rum might just be the perfect foundation for a piña 

and foremost. These aren’t really rums made to be 

colada - and getting caught in the rain. 

Advertisers 

ABLE BC 34 Independent Distillers 

IFC RHB Enterprises 13 

BC Hospitality Foundation 37 Johnstone's Benefits 36 Royal LePage Sterling 18 

BWI Business World 35 Lions Port Products 27 Samrok16 

Best Buy Canada 25 Matthews Campbell 19 SiriusXM Canada 23 

ContainerWorld5 McClelland Premium Imports 15 Sysco Vanc/Vic/Kelowna 4 

David Herman & Son 7 MJB Law 29 The Wine List 7 

Energy Wise 24 Mt Begbie Brewing 7 VI Banking 11 

Granville Island Brewing 

BC Northwest Stoves 17 Wayward Distillation House 30 

Halo Metrics 9 RBC Royal Bank of Canada 37 Western Financial Group Ins Solns IBC 

Homelife Benchmark Titus Realty 36 Red Truck Beer 7, 10 Wine Cellar Depot 12 


Your insurance program designed for your industry 

Find out how you can benefit from the 

Hospitality Insurance Program 

Rate Stability 

Risk Management Service 

Program Ownership 

Commercial Insurance 

Thom Proch 

1-800-665-8990 ext. 7313 

thom.proch@westernfgis.ca 

Employee Benefits 

Group Insurance Solutions 

Nolan Friesen 

1-800-665-8990 ext. 7215 

nolan.friesen@westernfgis.ca

IN 6 PACK CANS & BOTTLES: 

AVAILABLE FEBRUARY 29TH 

Crafted with Citra hops, this laid back, 

hoppy brew is the perfect way to wash 

down surf ‘n’ turf with good friends 

between high tide and low tide. This 

flavourful yet sessionable brew is the 

right fit for people looking for less 

alcohol, without missing out on taste. 

4.6% 

ALC./VOL. 

ORDER TODAY: 

orders@gib.ca – 1.800.661.2772

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