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?