THE MISSING LINK BETWEEN BRAND AND BARTENDER – THE PROMISE

October 17, 2016

Liquor brands invest a huge amount of money creating and delivering awesome products.

The reason why we love these bands is they provide re-assurance, a promise or belief we’ll somehow experience something better as the result of trying, using or consuming.

In the spirits world, we translate this to a distiller who provides a liquid vision in a bottle and through the magic of logistics then delivers it through the front door of a bar or restaurant.

To get the consumer/guest to move, a brand owner will then entice consumers through advertising and other forms of outreach to believe and therefore buy/try.

What happens then when the promise made by a distiller/brand is not delivered by a bar/bartender in the manner conceived by the distiller? Can there be some form of damage caused to the brand?

In short the answer’s yes.

Ok, if we all can see the link between a promise and the arising failed delivery who will a consumer blame: the bar that served the drink or the person that produced the product, namely The Distiller/Brand.

Strangely so much time, energy and money is invested in making a liquid promise, that little care or thought is given to the delivery of that promise by a bar or restaurant within in a glass at the point of serve.

People such as Guinness many years ago focused on providing  consumers with a faultless Guinness experience. To do this on premise Guinness needed to re-think the process from making the beer to consuming it.
 
The result: irrespective of country, bar or location a draught Guinness will taste exactly the same everywhere.
 
To provide the Guinness experience or as we like to call it The Promise, the Company invested money and time  in their customers providing the tools( technology/equipment) and training( know how) required to help guarantee the delivery of a served beer.
 
Ultimately this “Promise” provides us with a value for money experience provided/served in a glass, gladly paid for.
 
So then doesn’t  it sound pretty logical that if a bar fails to invest in the tools, training and discipline to deliver a brand’s Promise that in some way we all lose out?





Leave a comment


Also in News

Uberbartools blog: How we're waging the war on bar waste
How we're waging the war on bar waste

February 28, 2019

With the increasing mountains of rubbish found at our landfills, individuals, businesses and regulators are turning more attention to reducing, reusing and recycling. The towers of waste for which the hospitality industry is responsible are set to topple, but we have foundations designed to resolve some of the waste problems we are creating.... which may also help your profit margin too!

View full article →

Aviation Spritz Cocktail Recipe
Aviation Spritz Cocktail Recipe

February 14, 2019

This Aviation Spritz cocktail uses Rosé wine and gin for perfect summer sipping. Use a ProFlow pourer and ProMegJig jigger to accurately measure the gin into a large wine glass. Add rosé wine, grapefruit juice and tonic water to a large wine glass with a scoop of ice. Stir well with a ProStirrer.

View full article →

How long should your customer wait for a drink? PART TWO
How long should your customer wait for a drink? PART TWO

February 11, 2019

Last week we crunched the numbers and looked at your cocktail menu, staffing, service efficiency and potential wastage, all in a bid to answer that tricky question... How long should a guest wait for their drink? In Part Two, we come out from behind the bar and consider bar set-up, demographics and competition.

View full article →