Pairing wine with food is based on tried-and-true principles. But as wine drinkers become increasingly sophisticated, the approaches to pairing become more sophisticated too.  From new ways to offer samples and train staff to iPad wine lists and “junk food” wine pairings, operators are getting more creative with pairing strategies.

While most of the consumption remains as an aperitif, with very loyal drinkers, a new audience of young cocktail enthusiasts is experimenting with brandy and cognac. Part of the reason is the classic cocktail revival; modern mixologists are also getting more creative in using the spirits.

Cognac is typically enjoyed by older adults over 35, “but it’s getting some play in cocktails,” says Maxwell Britten, head bartender at Maison Premiere in Brooklyn, N.Y. In the past year or so, he says, “people are talking about it a lot more than usual—they are getting in to grape and brandy spirits overall.”

Domestic beer is a game of volume: Venerable brands such as Bud Light, Coors Light and Budweiser sell millions of cases of beer every year and dominate the on-premise market.

That’s not to say the domestic beer business is booming, however. According to the Beverage Information Group (Cheers’ parent company), total consumption of the leading domestic beer brands fell 3% from 2010 to 2011. Of the top five brands, only Coors Light experienced a bump in sales last year, and it was up just 1%. And of the top 10 brands, Michelob Ultra was the only other brand to show growth, increasing 0.5% in 2011.

The Cheers Beverage Conference program is gaining momentum as we line up some of the industry’s most forward-thinking operators, most respected industry experts and – by demand – most renowned Celebrity Mixologists.

Join us in Dallas February 12-13, and enjoy enlightening sessions, panels and workshops by big names including keynoter Steele Platt, founder of Yard House Restaurants; hospitality consultant George Barton, formerly of TGIFriday’s; Twin Peaks CEO and co-founder Randy DeWitt; The Modern Mixologist Tony Abou-Ganim; and many others.

Andrew Freeman, respected hospitality consultant and former marketing director of Kimpton Hotels & Restaurants, will reprise his successful role as emcee setting the stage for speakers and events.

Two gala receptions will feature products and recipes for high-volume operations.

Highlights you won’t want to miss:

New this year at Cheers – Our exclusive Craft Spirits Pavilion features craft, regional and organic spirits. Discover great new ideas for incorporating these coveted products into your beverage program.

Guerrilla Marketing, Social Media and Other Tools of Attraction – Get in on some of the best practices helping leading operators grow their beer, wine and spirits sales.

The Fine Art of Negotiation – Could your sourcing department use a few tips on getting the most for your money by negotiating and buying more efficiently?

Numbers Don’t Lie – Ready for the latest research? See why experts are saying bar sales are looking up as the Beverage Information Group’s Senior Analyst Adam Rogers and spirits industry writer and consultant Brandy Rand present fresh new data from the new Cheers On-Premise BARometer Handbook, and Next Level Marketing’s Mike Ginley shares his firm’s most recent menu trend revelations.

More Trend Tracking – A panel of executives, including Twin Peaks’ Randy DeWitt, will discuss the hottest consumer trends and how you can leverage them.

The Taste of Success – The beverage industry’s best will lead delicious, informative tastings, including Tony Abou-Ganim’s take on vodka and vodka-based cocktails and Master Sommelier Doug Frost’s exploration of emerging wine trends and regions.

From Farm to Table to Bottom Line – Local beers and wines can bolster beverage consumption considerably if you know how to spot the winners.

Cover Your Assets – Protect yourself from a legal standpoint by getting up to date on the latest legislation.

Register now at CheersConference.com for special early bird savings, and watch this e-newsletter for updates on speakers, workshops, tastings and our incomparable networking events.

2-1/4 oz. Caliche rum 
2-1/4 oz. Dark rum
1-1/4 oz. Bacardi 151
2-1/2 oz. Pineapple juice
3/4 oz. Lime juice
3/4 oz. Simple syrup
1-1/4 oz. Grenadine

Fill glass completely with ice and add all ingredients. Use your bar spoon to stir the drink until all of the ingredients are combined, creating a pinkish red color. Throw in a handful of gummy worms and the appropriate amount of silly straws needed. 

This drink was sent to us from Whiskey Blue at W Los Angeles – Westwood.

Smirnoff and Parrot Bay have introduced two new lines of frozen malt beverages, available in a variety of flavors: Parrot Bay’s Piña Colada, Strawberry Daiquiri and Mango Daiquiri & Smirnoff’s Strawberry Lemonade, Cherry Limeade and Blue Raspberry Lemonade Daiquiri. Both are 5% ABV malt beverages.

Vida Tequila is an ultra-premium tequila brand featuring three styles: anejo, reposado and blanco. The anejo is aged up to 24 months in French Oak barrels; the reposado is aged in American White Oak barrels for up to six months; and the blanco is double-distilled pure agave. All three come in individually hand-blown Mexican bottles and are available for a suggested retail price of $39.99 to $49.99 for a 750-ml. bottle.