Francesco Lafranconi, recently named the first director of mixology for distribution giant Southern Wine and Spirits, is launching an ambitious program for national accounts to assist operators in developing creative cocktail programs. Previously the founding director of Southern Wine and Spirits of Nevada’s Academy of Spirits and Fine Service, Francesco has trained more than 1000 bartenders through his 12-week academy. He's won several prestigious international cocktail competitions including the Bacardi-Martini Grand Prix World Final in 1998. Prior to joining Southern, Francesco worked at some of the world’s leading hotels and bars, including the Gleneagles Hotel in Scotland, the Palace Hotel in Gstaadt, Switzerland, the Intercontinental Hotel in Cologne, Germany, Harry’s Bar and Hotel Cipriani in Venice, Italy, as well as stints in Singapore and Australia. He's also the chairman and co-founder of the United States Bartenders Guild Nevada Chapter and an active member of the International Bartenders Association. His motto: We're not drinking, we're learning.

Question #1
Adams Beverage Group (ABG): Your new job as director of mixology for 26-state distributor Southern Wine and Spirits is quite a challenge - what are your responsibilities?

Francesco Lafranconi: Going forward,my role will be to work in conjunction with SWS National Accounts team to assist customers in developing creative cocktail programs. I will also work in conjunction with our Company’s six expert Mixologists from Maui to Miami to produce ‘Best-in-Class’ training materials for Southern Wine & Spirits salespeople (10,000) and our customers throughout the country.

Question #2
ABG: You have top mixologists, like Dave Nepove in S.F. and Armando Rosario in Vegas, setting up regional programs - what will they be doing in these regional programs?

Lafranconi: Under my direction will be all of Southern’s mixologists and spirits specialists: Bridget Albert at Southern Wine & Spirits of Illinois; Jason Gerard at Southern Wine & Spirits of Arizona; Allen Katz at Southern Wine & Spirits of New York; David Nepove, at Southern Wine & Spirits of California; Armando Rosario for Southern Wine & Spirits of Nevada; and Arturo Sighinolfi at Southern Wine & Spirits of Florida in its South Florida Division, will all be able to provide industry-leading education programs and marketing materials to staff and on- and off-premise customers as well as access to an extended set of experts through special events and trips.

Question #3
ABG: Your Academy of Spirits and Fine Service program in Las Vegas is famous for training bartenders - will you give that up entirely?

Francesco: The Academy of Spirits and Fine Service will still take some of my time because of the continuing updating of materials and education programs. It’s my baby and I will always make sure that only skilled USBG colleagues and my successor Armando Rosario will keep up the good work who took me 6 years and still learning

Question #4
ABG: Now you'll be working with national accounts - how will that be different?

Francesco: National Accounts are a great experience for me: not only I am able to have a greater sphere of influence, but BAR FRESH (a termed coined by Bonefish Grill) is the new concept and credo throughout the country and I'm now able to raise the bar at higher speed. It’s going to be an evolution NOT a revolution. I am working anywhere from Four Seasons Standards to more accessible middle class/high volume -oriented chains. It’s so diverse and challenging, it’s developing in me a 360 degrees flexibility.

Question #5
ABG: National chain accounts have much different demands in beverage training and product information than most of the high-end independents and Las Vegas hotels do - how will you approach the chains differently?

Francesco: These accounts are ready to take it to the next level, no doubt; within a few months I'm seeing great improvements. I now am able to share my passion and know-how directly with different companies’ CEOs, too. In order to face their high volume challenges and lack of bartending commitment (not always the case, but it’s still a challenge) as a true profession, I am sharing my passion and mixology skills with some proprietary ideas that I develop with the account and the Southern team. I can’t yet say too much in order to allow some competitive edge.

Question #6
ABG: Which chains do you think do a great job with spirits today?

Francesco: Well, the OSI Group and particularly Bone Fish Grill with their director of beverages David Harrell, they are ready to provide a positive impact for the cocktail industry in this country. But Morton’s of Chicago thanks to Kevin Weinert and Tylor Field, were the first ones to take a risk by implementing my upscale cocktail program throughout their 70 restaurants. Others are still readjusting their targets. As far as hotels, Four Seasons (Westlake and Beverly Willshire in L.A) and Intercontinental (with its Boston, MA project) are going to be the next cocktail destination places. I am extremely pleased for these opportunities they are giving me.

Question #7
ABG: What cocktail have you had lately that you wish you created yourself?

Francesco: A tough one, but I truly enjoyed Dale DeGroff's Yuzu Gimlet (darn it, I should have come up with that) and Armando Rosario’s After Burner with Plymouth Gin, cucumber, cilantro, fresh lime juice and Tabasco garlic sauce, and Brian Van Flandern from Per Se's The Zester. If we go back in time I would say the Hemingway Daiquiri where I use a muddled Ruby grapefruit wedge instead of juice. Actually, Julio Bermejo’s Margarita is one of a kind, too! I have a lots of mixologist friends out there, so to all of you: I will still be drinking your great concoctions, don’t worry; you are part of my inspiration!

Here are some of Francesco Lafranconi's recent cocktail creations:

Pomegranate-Ginger Margarita

1 1/2 oz. 100% Agave Tequila
3/4 oz. Grand Marnier
3/4 oz. Amoretti Pomegranate Syrup
Juice of 1 lime
1/2 inch ginger root squeezed (use lime squeezer) or 1/2 oz. Ginger Syrup for convenience

Shake with ice, strain over ice in a rocks glass.

Pan Pacific

2 oz. Barsol Pisco Acholado
1 oz. fresh sweet and sour
1/2 oz. Funkin Passion Fruit Puree
2 dashes of Peach Bitters
Squirt of Frothee or pasteurized egg white
Pour all ingredients in a shaker with ice. Shake and strain into a chilled cocktail glass. Garnish with a sprinkle of nutmeg

Lost in Translation

1 1/2 oz. Wokka Saki Vodka
3/4 oz. Ty Ku Sake Liqueur
1/2 oz. fresh squeezed tangerine juice
1/2 oz. fresh yuzu juice
1/4 to 1/2 oz. lemongrass syrup (by Bottlegreen)

Shake all ingredients with ice, strain into a chilled Martini glass. Garnish with a slice of tangerine and fresh raspberry.