What’s Next for Beer-Focused Concepts?


image001An extensive beer focus is still a winning concept, but where’s it headed next?

A new craft beer haven just opened at Tuscany Suites & Casino in Las Vegas, PUB 365 is stretching the idea in logical directions, including capitalizing on the growing trend of beer cocktails. It boasts an exquisite beer program consisting of a rotating list of 365 craft beers, expansive rare beer menu called the Unicorn List, a lucrative beer loyalty program, and specialty cocktail menu featuring distinctive beertails.

Curated by a team of beverage experts with decades of experience in the industry, PUB 365’s expansive beer list encompasses 365 craft beer choices available by bottle and can, including 40 draft handles. Organized by flavor profile, the menu features an extensive selection ranging from lights and wheats to stouts and porters, Belgium-style brews and other-worldly options such as sours and fruit blends.

A large portion of PUB 365’s beer offerings fall into the Unicorn List, a menu developed based on the concept that certain beers are “rare, majestic, and hunted,” per a release by the venue. This “impeccably-sourced” collection of up to 250 beers will evolve with time and trends to highlight specialty brews with limited availability. Unicorn List beers will include rare favorites such as Founders Brewing Co.’s Kentucky Breakfast Stout, Firestone Walker Brewing Company’s Stickee Monkee and a range of selections from The Bruery, a boutique craft brewery in Orange County, California.

As seasons pass and new trends emerge, PUB 365 will continuously rotate and evolve its beer offerings, refreshing the list on a weekly basis while taking in account each beer’s optimum shelf life. Up to 20 percent of the menu is seasonal, with a mix of favorites from local breweries in Nevada. Each week, the pub picks different beers to highlight on a Chalkboard List with special pricing. In addition, PUB 365 has a “Usual Suspects” section of mainstream popular beers to complete the list.

“The most intriguing part of the whole process is producing a list that is balanced and appeals to all customers, while also engaging beer connoisseurs,” said Howard Samber, Tuscany Suites & Casino’s F&B manager. “Having a unique beer for every occasion and palate is a beautiful thing.”

The expansive beer list is complemented with a specialty cocktail menu featuring a selection of beertails, a fusion of craft brews and specialized libations. Beertail highlights include Angry Lion, a take on the classic Lion’s Tail from the 1930s with a twist of cider; Strange Brew, a gin cocktail with velvet falernum, lime juice, simple syrup, and pineapple topped with IPA; and In the Saison; a play on a whiskey sour with the added tart apple flavor from Belgian Saison. The pub also carries signature drinks such as Tuscany Suites & Casino’s staple, the Tuscan Mule, a light and refreshing take on a Moscow Mule.

To celebrate all beer geeks, PUB 365 features a lucrative beer loyalty program that gives members the opportunity to win exclusive prizes. The app-based program, available through Mug Club, allows guests to earn rewards based on the number of beers they try from the rotating menu within one calendar year. Just by joining the club, beer connoisseurs unlock invites to attend private tap parties and exclusive beer pairing dinners. When beer drinkers knock off 50 different beers, PUB 365 will award guests with branded merchandise, while guests that hit 99 will receive a custom engraved tap handle on the Tap Wall of Fame, securing their name in PUB 365 history.

The beer haven is equipped with a Digital Pour System that gives guests real time updates on how much of their favorite beer PUB 365 is currently carrying. Kegs are outfitted with sensors that link to the digital system and allow for live updates on PUB 365’s Facebook page as well as on TVs inside the restaurant.

As an added bonus, PUB 365 features cicerone-certified beer servers to help guests discover new and favorite brews and recommend food pairing suggestions.