CREATIVITY
# 119
WINE AND BEVERAGE
PROMOTIONS
Wine tasting promotions have been used for years, but what about a spontaneous tasting. Give your bartender the authority to determine the appropriate time for such an event, a couple of good bottles of wine, an unusual small tasting glass; and turn him loose. If he has 20 or so customers and they are those that are open for suggestions, he might decide to open one of the bottles and ask them for their help in tasting it. The customer is always flattered that you have asked for their opinion, and our bet is that at least every other person will ask for a bottle of wine for dinner. How about a connoisseur’s wine club. You stock some unusual wines, or at least those that can not normally be found in the local restaurants and clubs, and for approximately three months you offer them as special wines at minimal costs. Encourage each member to try at least one bottle of each of the selections during this period, and if they do so, they become a member of the connoisseur’s wine club. A tasteful small diamond lapel pin is given to each member. During the next 3 month period, you switch wines and types of pin awards. If you have a bunch of good old boys at the club, substitute special foreign beer beers for wines, and offer a T shirt labeled “Around the World Club” as the prize. Offer the unusual, whether it be beer, wines, or soft beverages. Promotion of something not normally available will have the effect of exclusivity and uniqueness. Since most private clubs are based on this premise, you are simply reinforcing a known attraction. Boutique wines, beers from a Micro-Brewery, home made root beer in the old style dark bottle, and any type of beverage that is not available in your immediate area; are just a few of the examples that have proven to be successful. Enter your recommended wine beside the appropriate main entree. Most members are not sophisticated wine connoisseurs and will welcome the opportunity to select the correct wine . . . . . and become educated in the process. They might even welcome the opportunity to show this new found knowledge at your competitor’s club. Don’t restrict your promotions to alcoholic beverages. Many a smart manager has successfully presented an after dinner coffee cart featuring everything from fresh ground Kona coffee to unusual Turkish blends. It stands to reason, such a promotion will encourage sale of the appropriate after dinner beverage. We have seen this carried to the ultimate, by the offering of elaborate after dinner buffets featuring flaming coffee beverages, ground at the table ingredients, and fancy pastries. Offer a very unusual German Weiss Beer. The brewing process leaves some of the yeast in the bottle, which in turn contributes to excessive foaming. This allows an element of showmanship, in that the beer is poured very slowly down the side of the stemware beer glass and a wedge of lemon is added, with an exaggerated flourish. Dust off an old trick, buy a special bottle apparatus that allows the insertion of nitrogen in the bottle of wine as it is depleted by one, two, or more glasses. This allows you to sell very expensive wines by the glass. You don’t experience high waste and the members can enjoy an excellent wine that he would not normally order by the bottle. Talk about going back in time! Revert to the old practice of a stag night featuring expensive Cuban cigars (legal or otherwise?) and expensive brandies. Thought the ladies had outlawed this one, but you never know when dusting off an old tradition will appeal to a select group within the club. Table tents featuring the wine of the evening, smoking drinks via the dry ice route, malt scotch tasting featuring those brands not found in your area, and on and on and on.