A newsletter pulls double duty as a revenue generator and more.
The Ritz-Carlton needed to keep thousands of employees apprised of company policies, industry trends and changes to the hotel chain's beverage program—without overwhelming staff or hotel resources. Together with WineQuest, the industry's leading beverage training firm, the Ritz turned to Roughstock to provide a cost-effective solution.
An integrated approach maximizes impact
With both editorial and design control over the Wine Press, Roughstock was able to fully integrate the Ritz-Carlton's goals into production. Feature articles focused on program policies and management, while recurring columns such as sommelier profiles provided a way to reward employees and keep them engaged in their staff community. A typography-focused aesthetic reinforced the Ritz-Carlton's brand image among staff without distracting from the content.
Excerpt: A Rennaissance Man at The Ritz-Carlton Atlanta
"Silvio Garcia grew up amid the clattering of plates and laughter of restaurant goers. The child of a bar and restaurant owner, Mr. Garcia began serving guests at just fourteen. He was a quick study, turning to his older colleagues for guidance, and recalls meeting many 'professional bartenders and waiters who taught me everything my father didn't about wine.'
With such an early start in hospitality, it shouldn't be surprising that Mr. Garcia has made wine the focus of his career. But of equal influence was his family's heritage. Mr. Garcia was born in Italy to a Milanese mother and a Spanish father. The family relocated to Argentina when Mr. Garcia was five years old, and it was there that he developed his taste for the red wines of the area. But although he enjoys the luscious, full wines of the region, he insists that 'wine enjoyment is not about which grape is best; it's all about your taste preference and finding a way to express that.'
After earning his business degree Mr. Garcia immigrated to the U.S., where he continued to build his resume at hotels from Los Angeles to Miami. In 1997, he settled in Atlanta and put his extensive knowledge to work at the Ritz-Carlton. As a Ritz-Carlton Sommelier, Silvio Garcia relies on three things to do the job he has spent his whole life cultivating: his love for wine, his passion for satisfying his guests, and his Ritz-Carlton progressive wine list. It is Mr. Garcia's thoughtful and sincere application of these elements that keep his guests returning to him time and again for wine advice."
Excerpt: Latest Trends—Fresh Flavors
"As the weather warms up, guests look to fresh fruits and new flavors for their cocktails. This spring's latest flavors are the snappy yet sweet pomegranate and kiwi fruits.
With a groundswell of marketing fervor, the Pom Wonderful brand makes tasty and antioxidant-rich pomegranate juice accessable to all. This direct appeal to guests' growing interest in healthy foods has hit a nerve, and guests are clamoring for pomegranate Martinis and other pomegranate-inspired cocktails. More recently, PAMA pomegranate liqueur has been introduced to help expand the bartender's repertoire.
Also gaining popularity is the zesty kiwi fruit in either green or gold varieties. This dramatic looking fruit was recently found to be the most nutrient-dense fruit popularly available. While this is reason enough to feature the kiwi, it also helps that fine dining guests are more likely than others to prefer the fuzzy fruit.
With both fruits offering a crisp and tangy taste that perfectly balances the sweetness many guests crave, try featuring one or both in your spring cocktail lineup! For recipe ideas, visit the Reference Library of your online training program."
Excerpt: One to Watch—Dom Pérignon
"Often considered the definition of the classic premium Champagne, Moët & Chandon's Dom Pérignon turns any celebration into a truly luxurious affair. The wine is named for the 17th century Benedictine monk who is said to have pioneered the method of blending grapes to produce the most balanced and delicate Champagnes.
With its higher concentration of Chardonnay grapes backed by Pinot Noir, Dom Pérignon often boasts creamy almond aromas with a touch of yeastiness (sometimes described as biscuit or brioche). A citric acidity supports the light apricot and honey flavors, while delicate bubbles unfold into an exceptionally lingering finish. As guests once again turn towards truly exquisite and elegant beverages, Dom Pérignon fills the bill as effortlessly as always."
