www.cheersonline.com
23
March/April 2017 •
a backdrop for the bartenders in action.
"We're focused on providing a first-
class experience with our Firebar,"
says Stephen Loftis, vice president of
marketing for Firebirds.
It wasn't always this way, admits
Gerald Pulsinelli, vice president of wine
and spirits. "In our first locations, the
bars were more like holding areas—
almost like corrals—for guests waiting
for their tables," he notes.
But after five or six years, "we started
to expand them, with a larger space,
areas to sit and improved ambiance,"
Pulsinelli says. "We made Firebar a
concept within a concept."
The Firebar has become such a key
part of the business that "we've gone
Firebirds' signature cocktail, the Double
Black Diamond Martini, uses citron
vodka that's been infused with fresh
pineapple for 21 days.
Firebirds offers seasonal takes on the
classic Moscow Mule, such as a spring/
summer Wildberry Mule, made with
Reyka vodka, wildberry purée, fresh lime
juice and Owen's ginger beer.
