And that’s a wrap.
Well, folks, it’s officially #mastersrecoveryweek here in Augusta, as we have survived the pinch of heavier traffic and inflated menu prices and crowded eateries. According to thegolfnewsnet.com (an estimate, of course, since ANGC does not release official numbers), Masters patrons descend upon us to the sound of 40,000 patrons per tournament day and up to 50,000 during the practice rounds Monday, Tuesday and Wednesday—that is about a 20% rise in our city’s population, minus those who have fled the organized chaos.
As a professional cocktailian, I thought it would be of interest to put this week into perspective from an F+B POV, starting with The Augusta National. I spoke to one of the club’s sommeliers, asking for deets on the amount of wine consumption and preferred labels and just about anything he would indulge me. His reply? Crickets. <cue the sound effect> His tight-lippyness is no surprise, though, as discretion is non-negotiable at ANGC (intensifying its mystique and allure). So without insider knowledge, I felt compelled to do my own research.
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Let’s start with the numbers.
Just for funzies, let’s assume that each night about 10% of the patrons dines around town (= 4,500 people). Let us further assume that each patron consumes four drinks, each consisting of one shot. (I mean, it is spring break, after all.) So that’s 18,000 bevvies. If one 750 ml bottle provides 25 one-ounce shots, that’s the equivalent of 720 bottles. If just 2% of those patrons ends up at TBonz, for example, the bar will need 144 bottles. Multiplying 144 X 7 days = over 1,000 bottles. That’s a lot of booze! Word on the street is that Masters Week revenue is akin to Black Friday: it’s so epic it can turn a business’ financials from red to black. (Yes, I may be making some of this up. Math has never been my strong point. Hyperbole, however, is. You get the message.)
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I visited bars + restaurants in bustling Downtown Augusta and Surrey Center to test my theory (and sate my curiosity as #augustascocktaildiva). Despite the crowds,
????Pooja at Pho-ramen’l happily slung her tasty drinks as furious as a spaghetti western gunfight.
????The champagne at Beck’s was extra chilly and the service was excellent.
????At Frog Hollow, bartenders were attentive, perpetually filling my glass of Prosecco to the brim.
????The garnish and frou-frou cocktail game at Finch + Fifth and Abel Brown were on point, and done so with all the pleasantries.
????The draft beers at Stillwater were fizzy and sating, and bartenders were cheerfully hustling.
????The Old-Fashioneds at Edgar’s Above Broad magically nipped the night’s chill and our bartender was gracious.
????The shots at Soul Bar were potent enough to #keepdowntownaugustafunky.
????And after 7 straight days of heavy pours, the team at Craft + Vine was still glowing with beautiful smiles.
Overall, there were plenty of smiles, the cocktail lines were not long, the drinks were strong, and the company (I met folks from 6 different countries) was delightful.
I know I’m not the only one who is worn plum out. Perhaps we are a bit out of practice since we haven’t experienced a full-throttle Masters since 2019. But after 80-some odd years of hosting the tournament, we locals are used to Augusta’s adult spring break Let’s just say, it’s par for the course. (Yeah, I just did that.)
Till next year, let’s raise our glasses to Augusta’s F+B industry. In the meantime, let’s do our best to #eatdrinkbemerryrepeat by continuing to patronize local businesses. And as always, don’t forget to tell them nakedepicurean sent you. ????
Ann Beth Strelec is known around town as the Naked Epicurean, sampling the finest cocktails known to Augustans. Find out about adult beverages at The Augusta Press on the first and third Friday or on Instagram @NakedEpicurean
