Buffalo Wild Wings Looks to “Build Credibility” with New Cocktail Program

Dear Client: Buffalo Wild Wings is a beer-dominated chain, but since Arby's Restaurant Group purchased BWW last year for $3 billion, it has been refocusing its brand and part of that includes building up their cocktail program. Beer accounts for just over 70% of the retailer's beverage alcohol sales, with spirits/cocktails at 26% and wine at just 2%. BWW beverage innovation manager Jason Murphy says that "as part of our whole brand refocusing, one thing we're looking to provide is