There is a magic to single malt whisky that has nothing to do with the wonderful glow it imparts to anyone enjoying a dram. With proper training your staff can magically increase your revenues (and their tips!) with every meal served. This approach can also be applied to your bar patrons and to private party promotion. The secret to success is Lore and Presentation.

Following in the footsteps of an ever-growing wine awareness, single malt whiskies in America are enjoying a remarkable rise in popularity. But unlike the direction taken with wines, restaurateurs are missing out on great opportunities to educate and provide their clientele with a well-supported whisky experience.

The full version of this article is now available on Restaurant Report's membership site RunningRestaurants.com.

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