In a recent post, I touched on the concept of creating demand for products within an establishment, so I thought I would take this opportunity to elaborate on this point. Some products sell themselves, thanks to an established (and expensive) marketing campaign that drills a brand into the psyche of unsuspecting consumers. There are spirits on the market that, I would guess, reflect a 70% investment in marketing and a 30% investment in product research and development. The result is an often overpriced spirit (someone has to pay for those expensive ads) that flies off the shelf into the hands of brainwashed customers. The hypnotic effect of marketing is powerful indeed; it is the most powerful weapon in the arsenal of Big Brand Liquor.

I do not need to work to sell Jack Daniels, Absolut, Captain Morgan, Crown Royal, and the likes. In order to build a successful cocktail program, however, I DO need to introduce people to new products in a way that is approachable to those in the fragile state of hypnosis. Getting someone to give up their beloved Big Brand can be like asking a toddler to hand over the blanky, the binky and the sippy cup all at once. Here are ways to avoid tantrums:

• Keep the dialogue in their camp. Avoid normative directives such as, “You should try this”, or, “You will like this.” People don’t generally respond well to being told what to do, or what their preferences are. It comes off as combative and condescending. Rather, ask if they have ever tried (enter your suggestion here). Or, “If you like this, you might really enjoy this as well.”
• Listen to your customer about what they normally drink. Make every effort to deliver a cocktail within THEIR parameters, but sneak in a new ingredient. Start with slight deviations from their norm and work them toward more interesting products. If they seem uncomfortable, let them know that you will replace the drink with another if they are not completely satisfied.
• Engage in the customer ‘unlearning’ that price always determines quality. As implied above, sometimes a product is expensive because of its agressive ad campaign, not its quality. Old Overholt is one of my favorite products – an inexpensive, sweeter rye. You won’t see their ad in Mens Journal, so you get a quality product at a very fair price.
• Get to know the stories behind the bottles. The history of a product can often sell it for you. Not only do you get to engage in the ongoing storytelling tradition that we bartenders love to carry on, you also demonstrate a level of competency with your customers. If you know the story behind it, you probably know how to use it.
• Confer with other bartenders in your market. When people start seeing the same products on multiple craft cocktail menus, you create a buzz about that product. Creating demand can (and should) be a team effort within the bartending community. This en masse approach, in turn, creates leverage with liquor houses to carry previously unavailable products.
• Train, train, train. The single biggest road block to a successful cocktail program, in my opinion, is the untrained staff. Your bartenders and waitstaff are, ultimately, salespersons. Knowing how to talk about a product is key. As the saying goes, don’t tell…sell.

Creating demand for products, both in-house and within a market, is an ongoing task in the beverage industry. As we earn the trust of our patrons, the pace at which we can successfully introduce new products increases. In sum, keep it about the customer, know your spirits, and network within your beverage community to engage your customers in an exciting (and delicious) adventure. Cheers!