Gin Flights Drive Sales at D.C. Restaurant
– Restaurants and Institutions, 11/1/2009
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Unless they’re ordering the driest of martinis, drinkers don’t often choose gin as a straight-up sip, making the gin flights on offer atNew Heights in Washington, D.C., all the more intriguing.
“Gin has such complexities of flavors,” says Umbi Singh, owner of the contemporary-American restaurant, where an emphasis on the spirit has propelled gin-based drinks to nearly 60% of liquor sales. “Each gin brewmaster brings his own profile. So many different herbs and flavors can be introduced.”
Each month, Singh presents a new $15 trio of chilled gins; the pours are usually garnished with lime. One recent lineup explored three different styles: London Dry, New World and old Dutch (also known as Genever). Selections are chosen from the restaurant’s evolving list, which currently features 32 varieties from around the world.
Although gin tends to fly under the radar in comparison with populist-favorite vodka or always-classic whiskey, Singh sees more customers these days sharing his passion for the botanically driven spirit. “I think people are beginning to get into it,” he says.
Full article here: http://tinyurl.com/yj9r7dx
Tags: , gin, New Heights, restaurant, Tasting Flights in the News
November 22nd, 2009 at 11:05 am
More and more we are seeing that progressive restauranteurs are providing small, affordable Tasting Flights as menu items for patrons to “taste & compare”.