Sacramento’s Tower Theatre is now selling beer and wine with its art films. Spirits and cocktails are on the way.
The venerable theater at 2508 Land Park Drive began pouring $8 draft beers earlier this week, and will start selling wine by the glass (pours range from 6-12 ounces, prices from $6-$19) Friday. The Tower will begin serving cocktails as well within the next few weeks, theater general manager Jeremy DuBurg said.
“We have to evolve to stay relevant in the business,” said DuBurg, pointing out that most new theaters being built offer beer and wine and significant food menus.
The Tower has expanded its own food menu to include cheese and pepperoni pizzas, a 1/3-pound burger, a honey-mustard chicken breast sandwich and “loaded” nachos. Introducing the new food items and alcoholic drinks entailed a renovation of the concessions and kitchen areas, DuBurg said.
The initial cocktail list likely will stick to classics such as Old-Fashioneds and Manhattans, DuBurg said. But eventually the Tower will offer its own signature cocktails.
“A few of our employees used to be bartenders,” DuBurg said. “You kind of need that.”
The additions of alcohol sales and more substantial food offerings mark the latest step by Tower parent company Reading Cinemas to upgrade the 78-year-old theater, which long has been beloved by cinephiles while also being begrudged for its aged interior.
New seats were installed in the main auditorium last year, and new digital projectors and screens throughout the theater in 2012.