National Alcohol Holidays: Add these Holidays to Your Marketing Calendar

May 4, 2015

Add these National Beverage Holidays to your marketing calendar to boost business and honor the history of our industry.

World Cocktail Week and World Cocktail Day:

This week-long celebration honors the first time the word cocktail was published in 1806, while World Cocktail Day honors the exact date the word was published. Consider commemorating World Cocktail Week and Day with a classic cocktail, like the Scofflaw.

Ingredients:
1.5 oz. Rye Whiskey
1 oz. Dry Vermouth
.75 oz. Fresh Lemon Juice
.75 oz. House-Made Pomegranate Grenadine

Method: Build all ingredients in a shaker, add ice and shake hard for six seconds

Glass: Strain up into a chilled cocktail stem glass

Garnish: Essential oils from a lemon swath

National Wine Day

According to Archaeology.About.Com, the earliest evidence of the use of grapes as part of a wine recipe is in China, circa 7000-6600 B.C., while wine-making technology improved during the Roman Empire.

Consider offering several varietals and labels to draw in consumers for this holiday, such as Red Blends, Pinot Noir, Chardonnay and more.

Mint Julep Day

Unpack your muddle! The Kentucky Derby has come and gone (congrats, American Pharoah!) but Mint Julep Day is celebrated May 30 to "honor the drink for its longevity, good taste and as a fine symbol of Southern hospitality," according to the holiday's website.

Ingredients:
2 oz. Bourbon
1/2 oz. Simple Syrup
3 Fresh Mint Leaves
Crushed Ice

Method: Express the essential oils in the mint and rub them inside the glass. Add simple syrup, bourbon and crushed ice. Stir. 

Glass: Julep

Garnish: Ice and fresh mint

Negroni Week

The Negroni dates back to 1919, according to The New York Times, and Negroni Week is presented by Imbibe Magazine and Campari. Bars around the world mix Negroni variations and donate a portion of proceeds to a charity of their choice. To learn more and add your bar to the list of participants, go to NegroniWeek.com.

Ingredients
1 oz. Campari
1 oz. Gin
1 oz. Sweet Vermouth 

Method: Build in a double rocks glass with ice

Glass: Double rocks 

Garnish: Slice of orange

Cognac Day

A variety of brandy, cognac is named after the town of Cognac, France, where the grapes are grown to make it. Production methods must meet legal requirements for a product to bear the name cognac, including use of specific grapes, twice distilled, and aged at least two years in French oak barrels from Limousin or Troncais.

The rules for serving cognac are simple: if it's old (think XO variety), drink it straight, no water or ice.

If it's young (think VS), try a Jean Collins.
Ingredients:
2 oz. Cognac
3/4 oz. Lemon Juice
3/4 oz. Simple Syrup
Soda

Method: Add ingredients to a highball glass filled with ice

Glass: Highball

Garnish: Orange and cherry

Bourbon Day

It's America's Native Spirit, and it dates back to the 18th century, according to NationalBourbonDay.com. Consider a neat or on-the-rocks feature, along with a cocktail like the Boulevardier.

Ingredients:
1.5 oz. Bourbon
.75 oz. Luxardo Bitter
.75 oz. Sweet Vermouth

Method: Build all ingredients in a mixing glass and stir for 15-20 seconds. Strain up into a chilled cocktail stem glass.

Glass: Chilled cocktail stem 

Garnish: Essential oil from orange swath

Dry Martini Day

Take this drink back to its roots by serving it with gin.

Ingredients:
1 2/3 oz. Gin
1/3 oz. Dry Vermouth

Method: Stir gin and vermouth with ice in a mixing glass. Strain into a cocktail glass.

Glass: Martini

Garnish: Olive

Anisette Day

Known for its sweet flavor, anisette is a liqueur made from anise seeds. Consider celebrating with anise-based Sambuca in a Cafe Romano cocktail.

Ingredients:

1 oz. White Sambuca
1 oz. Coffee Liqueur
1 oz. Half-and-Half

Method: Pour Sambuca, liqueur and cream into a shaker half-filled with ice. Shake well and strain into glass.

Glass: Tulip 

Pina Colada Day

During the dog days of summer, there's nothing more refreshing than a Pina Colada, which is the national drink of Puerto Rico. 

Ingredients:
2 parts Rum
1 1/2 parts Fresh Coconut Water
1 part Fresh Pineapple Juice
3-4 chunks Fresh Pineapple
2 tsp. Caster Sugar
Slice of Pineapple and Pineapple Leaf

Method: Place pineapple chunks into a cocktail shaker and crush lightly using a muddler or bar spoon. Pour in pineapple juice and coconut water and stir to dissolve the sugar, then add rum. Fill the shaker with ice and shake until it's frosted. Next, pour the mix into a tall glass over crushed ice.

Glass: Collins 

Garnish: Pineapple slice and leaf

Mojito Day

Born in Havana, Cuba, this drink has been traced back to the 16th century. Celebrate the mojito's longevity with a twist on the classic by featuring a Mango Mojito.

Ingredients:
2 oz. Mango-Flavored Rum
4 Lime Wedges
12 Fresh Mint Leaves
2 tsp. White Sugar
Club Soda
Sprig of Fresh Mint

Method: Gently press together limes and sugar, drop them in the glass. Rub bruised mint leaves on rim of glass, drop them in. Half fill the glass with crushed ice, add mango rum and stir. Top with crushed ice and a splash of soda.

Glass: Collins

Garnish: Sprig of mint

Tequila Day

Cinco de Mayo is in May, but continue tequila sales with National Tequila Day in July. Add the Tequila Brisa to your menu for the perfect summer cool-down.

Ingredients:
1 1/2 oz. Tequila Blanco
2 oz. Fresh Lemonade
1 oz. Pomegranate Juice
1 Lime Wedge

Method: Combine ingredients in a shaker. Shake vigorously. Strain into rocks glass filled with ice.

Glass: Rocks

Garnish: Lime Wedge