Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.
Issue link: https://read.dmtmag.com/i/28636
MARKETING MATTERS bartenders are your ambassadors; give them the training they need to succeed. T ey should be equipped to guide your guests as they explore unknown spirits and producers. T en promote their personalities and their expertise. Highlight your spirit selection across multiple platforms, including specialty fl ights and cocktails. Nic’s Martini Lounge in Beverly Hills, CA is famous for their vodkas, or perhaps more specifi cally the 28˚ walk-in exhibition freezer called the VODBOX. Guests don fur coats and hats for guided tastings in the 28˚ room where they can sample from a selection of vodkas or order bottle service. T e restaurant off ers over 80 vodkas to be enjoyed neat, in fl ights or guided tastings, in 26 specialty cocktails or Martinis and with food pairings. Prices for a taste run from $14 to $45. Such focused interest makes for interesting public relations angles. With the new popularity of beverage-driven blogs such as Liquor.com, singularly focused bars and restaurants can establish themselves as experts and get ongoing coverage. Once a solid reputation is established, the media will come to you with questions, further establishing your restaurant and reinforcing its position as the go-to spot for your chosen spirit. I’LL TOAST TO THAT! In building out your bar program you will also build strong relationships with some of your distributors. T ey can be an invaluable marketing tool. Use them to partner with a distillery for a special event showcasing their talents (and spirits) and gain access to all of their fans and followers. You can even tie in a specifi c location; say a Scottish highlands meal with Scotch Whiskies. If facilities and staff allow, off er a program of dedicated tastings which can be booked for private parties and events. Just as the so-called “locavore” movement is big in food, people are also taking notice of local spirits. Build relationships with local distilleries, chances are they have a local following that would be happy to know they can count on you to provide another taste. 14 | APRIL 2011 Rum Bar offers a wide selection of rums and even pairs them with foods like chocolate for Valentine’s day (above). Smuggler’s Cove in San Francisco has special club for rum afi cioandos, the fi rst set of inductees is pictured at right. For frequent guests, it also pays to develop a passport program. Smuggler’s Cove, a bar in San Francisco, launched the Rumbustion Society, a special interest club whose members strive to taste more than 200 rums. Anyone can join and participation is free. Members are given a passport which the bartenders stamp to keep track of drink orders. T ree levels designate progress with incentive prizes along the way. Members who make it to level III are invited on a private distillery trip to see rum being made. Programs like this encourage repeat visits and generate interest. Build a mailing list for these enthusiasts and let them know when you get new and unique spirits. Social media should supplement these ideas: build out a personality for the bar where you post about new spirits you have tasted, interesting distillers you have met and any last-chance opportunities to taste a particular edition or spirit before you run out. Andrew Freeman is principal of Andrew Freeman & Co. a San Francisco-based hospitality and restaurant consulting agency. T e fi rm specializes in sales and marketing strategy, branding, concept development and recruiting. www.cheersonline.com