What are the most efficient ways to sell more and sell better? Tasting flights, cocktails, keg cocktails, clay-jar/goat pouch aging cocktails, carbonated bottled cocktails, serving rituals, food pairing, spirits clubs, thorough menu descriptions … all are attention-grabbing educational tools for shaping consumers’ drinking habits and growing business. But why do they work? Join Audrey Fort, EuroWineGate Portfolio Director at Domaine Select and an all-star, experienced and dynamic panel – Andrew Friedman, Owner of Liberty Bar and Good Citizen in Seattle and President of the Washington State Bartenders’ Guild and Washington Distillers’ Guild; Sean Frederick, Lead Bartender at Citizen Public House, Boston and Pamela Wiznitzer, bartender at Dead Rabbit, New York – to explore this question and even steal some of their cutting-edge ideas.
2. For Profit Consumer Education? Yes!
#ConsumerEducationAndProfit
@audreyfort @seanfrederick
@pamelawiznitzer @libertylovesyou
Sponsored by: No one!!! @totc
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3. Pamela Wiznitzer
Bartender, Dead Rabbit,
New York
President of the New York
City chapter of the United
States Bartenders Guild
Andrew Friedman
Owner, Liberty Bar and
Good Citizen, Seattle
President of the Washington
State Bartenders’ Guild and
Washington Distillers’ Guild
Sean Frederick
Lead Bartender at
Citizen Public
House, Boston
2011 CAP,
2013 B.A.R. graduate
4. FOR PROFIT CONSUMER EDUCATION
Definition:
advantage; benefit; gain
High margins
Volume
Short term ROI
Definition:
the act or process of imparting
particular knowledge
or skills
Time, investment
Attention
Long term ROI
At first glance, 2 opposite concepts:
Why would you make any efforts to educate consumers, while you
could just focus on making profits?
Because you’ll capture your customers and increase your profits, on
the short and on the long term!
5. CONSUMER’S POINTS OF CONTACT
1
• BARTENDER
2
• SURROUNDING SPACE (back bar,
black board…)
3
• MENU
4
• BARTENDER
6. 3 CATEGORIES OF TOOLS
RETAIL
THEATER
PRODUCT
DISCOVERY
EDUCATION
7. 3 CATEGORIES OF TOOLS
• Featured cocktail
• Copitas
• Punches
• Featured category
• Flights
• Menu description
• Mini cocktails
• On tap
• Keg cocktails
• Perfect serve
• Serving ritual
• Presentation
• Machines
• Personal service
• Bottled cocktails
• Aged cocktails
• Trainings
• Seminars
• Tastings
• Clubs
• Pairing dinner
• Food pairing
• Single category bar
RETAIL THEATER PRODUCT DISCOVERY EDUCATION
13. RETAIL THEATER – Personal service I
Margin ***
Volume *
Implementation **
Martini cart
@ Connaught, London
14. Bottle service @ The Library,
Nomad, NY
The consumer chooses a spirit
of choice. 3 pre-mix cocktails
come with it:
0 Gin + makings of a negroni, a
southside and a gin-gin mule
0 Tequila + el diablo, a rosita
and a tequila smash
components
$250 the cart
RETAIL THEATER – Personal service II
Margin ***
Volume *
Implementation **
15. @ Jimmy’s Bodega, Aspen
Jimmy was able to open his
bar 2 weeks after he got the
keys, right on time for Aspen
Food & Wine thanks to pre-
batch cocktails.
RETAIL THEATER – Bottled cocktails
Margin **
Volume ***
Implementation *
24. Agave:
0 Vertical Tequila Flight: 3 products from the same brand of tequila -
Blanco, Reposado and Anejo.
0 Horizontal Tequila Flight: 3 products of the same type of tequila, but
different brands – 3 Reposados from Los Altos, 3 Blancos from both
Los Altos and the Valley
0 The Spirits of Mexico Flight: 3 products all made in Mexico, but
different spirits produced from different plants- Sotol, Mezcal and
Tequila = great introduction to Agave products
PRODUCT DISCOVERY– Flights II
Margin ***
Volume **
Implementation *
25. White spirits:
0 G&T flight: historical (Ransom Old Tom Gin & Tomr’s tonic) +
London dry (Beefeater & Fentiman’s Tonic) + Western style
(G’Vine Floraison & Fever Tree)
0 Grape based spirits: Pisco, Vodka, Grappa
0 Sake tasting: Junmai, Ginjo, Daijingo – Tsunami, Lafayette, LA
PRODUCT DISCOVERY– Flights III
Margin ***
Volume **
Implementation *
26. PRODUCT DISCOVERY – Flights
"The Negroni Experiment" @ Canon, Seattle
PRODUCT DISCOVERY– Flights IV
27. @ Trick Dog, SF
It gets creative and
changes its cocktail
menu every quarter.
PRODUCT DISCOVERY– Menu description
Margin
Volume
Implementation **
28. @ Dead Rabbit, NYC
An elaborated drinks
list that doubles as a
graphic novel and an
Irish-whiskey history
lesson.
PRODUCT DISCOVERY– Menu description
Margin
Volume
Implementation ***
29. @ Anasazi Restaurant and Bar at Rosewood Inn, Santa Fe, NM
| Order reprints of this article
Issue Date: 2014-04 Cheers, Posted On: 4/22/2014
Make Mine A Mini: Appetizer-sized Cocktails
By Kelly A. Magyarics
Whether
they are
called
apptails,
couptails, or minis, appetizer-sized cocktails are small in
size, but big on charm. They appeal to indecisive guests
who just can’t pick one drink from the list, as well as
those concerned about the amount of alcohol in ordering
several full-sized libations.
Mini cocktails also enable a bar or restaurant to
PRODUCT DISCOVERY– Mini Cocktails
Margin ***
Volume **
Implementation *
Idea for happy hour
30. @ Bacchanal, NYC
The art of French apéritif, with a
dedicated apéritif menu reflecting
the trend in low-alcohol cocktails.
Ex. ice-cold vermouth poured on tap ($6).
A bit of Perrier adds fizz and a handful of
frozen green grapes keeps the dry Noilly
Prat cold without diluting it.
PRODUCT DISCOVERY– On Tap
Margin ***
Volume ***
Implementation **
31. Fernet shots
@ The Passenger, Washington, D.C. @ Sparetime, Savannah
PRODUCT DISCOVERY– On Tap
Margin ***
Volume **
Implementation **
32. @ Tavernita, Chicago
Tippling Bros. feature 5 keg
cocktails with an option of
2 halves for a better flavor
discovery
PRODUCT DISCOVERY– Keg Cocktails
Margin **
Volume ***
Implementation ***
34. EDUCATION
@ Double A, Mercadito,
Chicago
Tippling Bros Mixology
Academy
First session: “Old
Fashioned and New
Fangled," an exploration of
the rise and fall (and rise) of
one of civilization's most
iconic libations.
EDUCATION – Cocktail Training
Margin ***
Volume **
Implementation **
35. EDUCATION
@ Ward III, NYC
Every Monday evening, 2 sessions
“Whisk(e)y Monday@Ward III is
our weekly celebration of
whisk(e)y from around the world.
Tastings, launch events, special
cocktails, exclusive bottlings, rare
malts, and half-pours of any
whisk(e)y in our collection for
half-price. Tastings are free with
purchase from 8pm-10pm. Feel
free to taste and discuss.”
EDUCATION – Seminars/tastings
Margin ***
Volume **
Implementation *
@ Liberty Bar, Seattle
36. EDUCATION
@ Brandy Library, NYC
Regular neat tastings performed by brand ambassadors, leading to
sales of cocktails at the bar
EDUCATION – Tastings
Margin ***
Volume **
Implementation *
39. EDUCATION
@ Little Jumbo, Victoria, BC
EDUCATION – Pairing dinner
Margin ***
Volume **
Implementation **
40. EDUCATION
@ Amor y Amargo, NYC
Bitters + sales of cocktails accessories
EDUCATION – Single Category Bar
Margin **
Volume **
Implementation **
41. For Profit Consumer Education? Yes!
#ConsumerEducationAndProfit
THANK YOU FOR YOUR ATTENTION!
@audreyfort @seanfrederick
@pamelawiznitzer @libertylovesyou
Please rate this seminar in the Tales 2014 app.
This Powerpoint: www.slideshare.net/
Many thanks to TOTC for allowing this non-sponsored
seminar!