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Yum! 'Food & Wine' Mag Helps Create Restaurant
- Adweek, Wednesday, April 11, 2012 4:28 PM
Most probably, this is the first time a magazine has branded (and will receive a licensing fee from) a restaurant. Food & Wine is partnering with the St. Regis Aspen Resort to launch a restaurant, Chefs Club, whose menus will be created by winners of the pub's Best New Chefs Award. Food & Wine editors will also help make liquor choices for the eatery.
The restaurant is set to open this June during the annual Food & Wine Classic in Aspen, Colo. (an event mentioned every week on Bravo's "Top Chef" as part of the prize package, by the way).
