By Len Panaggio
As the cooler temperatures of fall set in, October is certainly a month worth celebrating in the restaurant and beverage world. We have a three-day weekend to look forward to with Columbus Day and/or Indigenous Peoples’ Day, which always helps sales. And, with the month ending with Halloween, there are lots of great promotions to gear up for, including costume parties, specialty drinks and fun contests.
October is also the “tweener” month: some hints of summer may linger and, on occasion, winter’s cooler temperatures may hit us. Just as fickle as the weather are our guests’ palates and we need to ensure that we are ready for it. It goes without saying that Oktoberfest beers are here; I had my first one over the Labor Day weekend. A few of my favorites include Sam Adams, Sierra Nevada, Spaten-Franziskaner-Bräu and Ayinger. Most of the microbreweries are making some form of this style of beer and you should try them out. Even as I write this column, the window on Oktoberfest beer is closing fast. If you still have inventory by the holiday weekend, good luck moving them unless you feature what you have at a reduced price. These beers also do not last long—maybe a six-month shelf life—so be aware.
Why is the window shortening on Oktoberfest beers? Well, one reason is the arrival of pumpkin beer. Everyone equates fall with pumpkin, and from coffee and baked goods to beer, this category has really dominated the autumn time frame through Thanksgiving. Why? Although pumpkin itself has no obvious aroma or flavor, it’s the spices that are added to it—cinnamon, nutmeg, clove and allspice to name a few—that really evoke a sense of change of season. This combination creates all of the wonderful aromatics that make us feel warm and festive. While there are too many fantastic pumpkin beers to name, you almost cannot go wrong with your selections.
In addition to beer, pumpkin flavors have jumped headlong into spirits. There are so many choices to be had, as well as pumpkin spice flavoring in syrups to add to a martini or mixed drink. Vodka and whiskey lead the way for flavored spirits; again, with the rise of mixologists creating specialty cocktails, it’s a perfect time to update your offerings. Don’t overlook your mocktail offerings either, another growing segment in our industry. With the availability of syrups and spices, your team can create something unique to your property! Fortunately, in my opinion, the wine world has not really taken hold of this trend, although there are some interesting flavored wines out there worth trying!
October is also the time to close outside bars that are not rigged with all the gear like side curtains, heaters and blankets to stay open into the cooler months. It’s also the perfect time to take inventory of your physical space and make needed repairs after a busy six months of use. Waiting until springtime to get this done is not smart—that’s when everyone else has that same thought.
In closing, fall is here and the holidays will soon be upon us. Are you marketing your property for events? Do you have a gift card program? Are you offering incentives to book a room or buy gift cards? Now is the time to be aggressive, as your competition will be doing so!
Enjoy this month. While the days are shorter, the crisp fall air invigorates our senses and gets us ready for the seasons ahead. Our guests will be seeking comfort foods and drinks … everything from the classics at this time of year to the hottest up-and-comers. Make sure you’re ready!
Prost!
Len Panaggio’s career in food and wine spans more than three decades as an owner and as a beverage director at some of the top restaurants in Rhode Island. Currently a hospitality consultant, Len is a graduate of the University of Rhode Island and has attended the Culinary Institute of America Master Sommelier program and the Sterling School of Service and Hospitality.