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Beverage-themed dinners can boost business, knowledgeBeverage-themed dinners can boost business, knowledge

David Flaherty is operations manager and beer and spirits director for Hearth and the Terroir wine bars in New York. He is cider and spirits editor for the New York Cork Report and writes about wine, beer and spirits on his blog, Grapes and Grains.

David Flaherty, Marketing director

January 23, 2014

6 Min Read
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It's a Monday night in June. Normally, you’d be lucky to have 40 covers on your reservation book and hoping that the 10-top shows up soon so at least there’s a little life in the dining room before your best friend and his wife finally make it into your restaurant.

But tonight is different. By 6:45 p.m. guests are pouring in. You've successfully managed to turn a night teetering on boredom to one filled with anticipation and revelry. Your bar is packed with guests sipping aperitifs and your first beverage-themed dinner is about to start.

Over my years working at a busy New York restaurant that frequently hosts these dinners, it still surprises me just how many benefits can come from organizing such events. Hosting a beer or wine — or a spi...

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About the Author

David Flaherty

Marketing director, Washington State Wine Commission

David Flaherty has more than 20 years experience in the hospitality industry. He is a certified cicerone, a certified specialist of wine and a former operations manager and beer and spirits director for Hearth restaurant and the Terroir wine bars in New York City. He is currently marketing director for the Washington State Wine Commission and writes about wine, beer and spirits in his blog, Grapes and Grains.

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