Liquid Nudging
   Using Psychology, Showmanship,
 Manipulation and Choice Architecture to
  Help Guests Choose Great Drink...
Liquid Nudging
Angus Winchester
Liquid Nudging
Angus Winchester

• International Playboy Bartender (emeritus)
Liquid Nudging
Angus Winchester

• International Playboy bartender (emeritus)
• Global Tanqueray Ambassador.
Liquid Nudging
Angus Winchester

• International Playboy bartender (emeritus)
• Global Tanqueray ambassador.
• Writer, pre...
Liquid Nudging
Angus Winchester

•   International Playboy Bartender (emeritus)
•   Global Tanqueray ambassador.
•   Write...
Liquid Nudging
Dr. Angus Winchester

• International Playboy bartender (emeritus)
• Global Tanqueray ambassador.
• Writer,...
Liquid Nudging

Philip Duff
Liquid Nudging

Philip Duff

• Former Irishman
• Consultant, freelance brand ambassador
•
Liquid Nudging

Philip Duff

• Former Irishman
• Consultant, freelance brand ambassador
• Globetrotting trainer, presenter...
Liquid Nudging

Philip Duff

• Former Irishman
• Consultant, freelance brand ambassador
• Globetrotting trainer, presenter...
Liquid Nudging

Philip Duff

• Former Irishman
• Consultant, freelance brand ambassador
• Globetrotting trainer, presenter...
Liquid Nudging




“An efficient bartender's first aim should be to please his
    customers, paying particular attention ...
Liquid Nudging


“An efficient bartender's first aim should be to please his
    customers, paying particular attention to...
Liquid Nudging



“An enquiry as to how the beverage is desired;
  a suggestion as to how it could be made; a
  pleasant o...
Liquid Nudging
Liquid Nudging
Liquid Nudging
Liquid Nudging
Liquid Nudging
Liquid Nudging




Pegg Video 1
Liquid Nudging




Video: Do We Have A Deal?
Liquid Nudging
Perception ≠ Reality
Liquid Nudging
Perception ≠ Reality
Liquid Nudging

 Perception ≠ Reality




Aural Illusion: McGurk’s
Liquid Nudging

      Perception ≠ Reality




Organoleptic Illusion: The Jasmine
Liquid Nudging


         Psychology: How We Perceive

• We Are Herd Animals
Liquid Nudging


         Psychology: How We Perceive

• We Are Herd Animals      Best Selling…
Liquid Nudging


         Psychology: How We Perceive



• We Are Herd Animals      Best Selling…
                        ...
Liquid Nudging


         Psychology: How We Perceive



• We Are Herd Animals: Best Selling…
                       Most ...
Liquid Nudging


How We Perceive
Liquid Nudging


         Psychology: How We Perceive



• We Are Herd Animals
Tip #1
      Be a Numbers Person

“we sell over 25,000 Mojitos every year”
Liquid Nudging


          Psychology: How We Perceive



• We Are Herd Animals

• The Self-Serving Bias
Tip # 2
       Be a effective labeling person

“Well obviously you are a discerning and
 experienced drinker so I am sure ...
Liquid Nudging
Liquid Nudging


          Psychology: How We Perceive

• We Are Herd Animals

• The Self-Serving Bias

• The Confirmation...
Tip 3#
 Don’t be afraid to “inconvenience” your
                     Guest

“ I should say that we do only have the fixing...
Liquid Nudging


          Psychology: How We Perceive



• We Are Herd Animals

• The Self-Serving Bias

• The Confirmati...
Liquid Nudging




“An efficient bartender's first aim should be to please his
    customers, paying particular attention ...
Liquid Nudging


               Vision: What We See



• Body language

• Micro expressions

• Body language / Intonation ...
Liquid Nudging


Vision: What We See
Liquid Nudging


Vision: What We See
Liquid Nudging
        Communication:

 What we WANT to communicate



     HOW we communicate it




Message “received” b...
Liquid Nudging


      Tip #4:

Relax Your Guest
Liquid Nudging



             Relax Your Guest
Principle:   Self-Serving Bias
Liquid Nudging



             Relax Your Guest
Principle:   Self-Serving Bias
Goal :       Guest relaxes
Liquid Nudging




             Relax Your Guest
Principle:   Self-Serving Bias
Goal :       Guest relaxes
             Gu...
Liquid Nudging



             Relax Your Guest
Principle:   Self-Serving Bias
Goal :       Guest relaxes
             Gue...
Liquid Nudging



             Relax Your Guest
Principle:   Self-Serving Bias
Goal :       Guest relaxes
             Gue...
Liquid Nudging
Liquid Nudging



Libertarian Paternalism

      Rational Man
      Human Man
Liquid Nudging
Liquid Nudging


How We Perceive
Liquid Nudging
Liquid Nudging
Liquid Nudging
Liquid Nudging


                   Choice Architecture

Pricing: Prices

“Super-premium” vodka & cola:                   ...
Liquid Nudging


                    Choice Architecture

Pricing: Anchor Points

- Salvatore & His Cognacs

- Merchant Ho...
Liquid Nudging
Liquid Nudging
Liquid Nudging

                Flavour Perception


               Miraculin

          Everything tastes super-sweet!

E...
Liquid Nudging

                      Tip #5:


        Be A Choice Architect
Principle:   Libertarian Paternalism
Goal : ...
Liquid Nudging



The Service Cycle

    7. Relax
 8. Compliment
 9. Read, listen
   10. Nudge
    11. Serve
  12. Reassure
Liquid Nudging




Pegg Video 2
Liquid Nudging



        Tip #6

Be an Authority figure
Liquid Nudging

    Thank you for your attention!

         This presentation:
http://www.slideshare.net/philipduff



Phi...
Liquid Nudging
Liquid Nudging
Liquid Nudging
Liquid Nudging
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Liquid Nudging

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Liquid Nudging, a seminar on bar-related psychology, choice architecture, manipulation and showmanship by Philip Duff and Angus Winchester at Tales of the Cocktail, New Orleans, 2009.

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Transcript of "Liquid Nudging"

  1. 1. Liquid Nudging Using Psychology, Showmanship, Manipulation and Choice Architecture to Help Guests Choose Great Drinks – And Love Them Philip Duff & Angus Winchester
  2. 2. Liquid Nudging Angus Winchester
  3. 3. Liquid Nudging Angus Winchester • International Playboy Bartender (emeritus)
  4. 4. Liquid Nudging Angus Winchester • International Playboy bartender (emeritus) • Global Tanqueray Ambassador.
  5. 5. Liquid Nudging Angus Winchester • International Playboy bartender (emeritus) • Global Tanqueray ambassador. • Writer, presenter, mixologist.
  6. 6. Liquid Nudging Angus Winchester • International Playboy Bartender (emeritus) • Global Tanqueray ambassador. • Writer, presenter, Bartender. • Owner, Alconomics Inc. & Alconomics Asia.
  7. 7. Liquid Nudging Dr. Angus Winchester • International Playboy bartender (emeritus) • Global Tanqueray ambassador. • Writer, presenter, mixologist. • Owner, Alconomics Inc. & Alconomics Asia. • MA in Behavioural Psychology
  8. 8. Liquid Nudging Philip Duff
  9. 9. Liquid Nudging Philip Duff • Former Irishman • Consultant, freelance brand ambassador •
  10. 10. Liquid Nudging Philip Duff • Former Irishman • Consultant, freelance brand ambassador • Globetrotting trainer, presenter, drinker.
  11. 11. Liquid Nudging Philip Duff • Former Irishman • Consultant, freelance brand ambassador • Globetrotting trainer, presenter, drinker. • Owner: door 74 (Amsterdam)* * Nominated “World’s Best Cocktail Bar, Tales of the Cocktail Spirit Awards, 2009
  12. 12. Liquid Nudging Philip Duff • Former Irishman • Consultant, freelance brand ambassador • Globetrotting trainer, presenter, drinker. • Owner: door 74 (Amsterdam)* Liquid Solutions Limited * Nominated “World’s Best Cocktail Bar, Tales of the Cocktail Spirit Awards, 2009
  13. 13. Liquid Nudging “An efficient bartender's first aim should be to please his customers, paying particular attention to meet the individual wishes of those whose tastes and desires he has already watched and ascertained. Jerry Thomas, 1862.
  14. 14. Liquid Nudging “An efficient bartender's first aim should be to please his customers, paying particular attention to meet the individual wishes of those whose tastes and desires he has already watched and ascertained. In this way he will not fail to acquire popularity and success.” Jerry Thomas, 1862.
  15. 15. Liquid Nudging “An enquiry as to how the beverage is desired; a suggestion as to how it could be made; a pleasant observation. Anything that displays your knowledge and civility is as like to secure the guest as the finest drink you could set before them” O.H.Byron 1884
  16. 16. Liquid Nudging
  17. 17. Liquid Nudging
  18. 18. Liquid Nudging
  19. 19. Liquid Nudging
  20. 20. Liquid Nudging
  21. 21. Liquid Nudging Pegg Video 1
  22. 22. Liquid Nudging Perception ≠ Reality
  23. 23. Liquid Nudging Video: Do We Have A Deal?
  24. 24. Liquid Nudging Perception ≠ Reality
  25. 25. Liquid Nudging Perception ≠ Reality
  26. 26. Liquid Nudging Perception ≠ Reality
  27. 27. Liquid Nudging Perception ≠ Reality Aural Illusion: McGurk’s
  28. 28. Liquid Nudging Perception ≠ Reality Organoleptic Illusion: The Jasmine
  29. 29. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals
  30. 30. Liquid Nudging
  31. 31. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals Best Selling…
  32. 32. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals Best Selling… Most Popular…
  33. 33. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals: Best Selling… Most Popular… Information Cascades
  34. 34. Liquid Nudging How We Perceive
  35. 35. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals
  36. 36. Tip #1 Be a Numbers Person “we sell over 25,000 Mojitos every year”
  37. 37. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals • The Self-Serving Bias
  38. 38. Tip # 2 Be a effective labeling person “Well obviously you are a discerning and experienced drinker so I am sure you would like…”
  39. 39. Liquid Nudging
  40. 40. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals • The Self-Serving Bias • The Confirmation Bias
  41. 41. Tip 3# Don’t be afraid to “inconvenience” your Guest “ I should say that we do only have the fixing for four of the X left…”
  42. 42. Liquid Nudging Psychology: How We Perceive • We Are Herd Animals • The Self-Serving Bias • The Confirmation Bias • We Like Attractive People
  43. 43. Liquid Nudging “An efficient bartender's first aim should be to please his customers, paying particular attention to meet the individual wishes of those whose tastes and desires he has already watched and ascertained. Jerry Thomas, 1862.
  44. 44. Liquid Nudging Vision: What We See • Body language • Micro expressions • Body language / Intonation / Word content
  45. 45. Liquid Nudging Vision: What We See
  46. 46. Liquid Nudging Vision: What We See
  47. 47. Liquid Nudging Communication: What we WANT to communicate HOW we communicate it Message “received” by other person
  48. 48. Liquid Nudging Tip #4: Relax Your Guest
  49. 49. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias
  50. 50. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias Goal : Guest relaxes
  51. 51. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias Goal : Guest relaxes Guest sees you as attractive
  52. 52. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias Goal : Guest relaxes Guest sees you as attractive ∴ Guest submits to your advice
  53. 53. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias Goal : Guest relaxes Guest sees you as attractive ∴ Guest submits to your advice Execution:Remove Stress
  54. 54. Liquid Nudging Relax Your Guest Principle: Self-Serving Bias Goal : Guest relaxes Guest sees you as attractive ∴ Guest submits to your advice Execution: Remove Stress Personalise the Experience Give A Compliment
  55. 55. Liquid Nudging
  56. 56. Liquid Nudging Libertarian Paternalism Rational Man Human Man
  57. 57. Liquid Nudging
  58. 58. Liquid Nudging How We Perceive
  59. 59. Liquid Nudging
  60. 60. Liquid Nudging
  61. 61. Liquid Nudging
  62. 62. Liquid Nudging Choice Architecture Pricing: Prices “Super-premium” vodka & cola: €18 Plymouth Navy Strength Gin & Fentimans tonic: €12.50
  63. 63. Liquid Nudging Choice Architecture Pricing: Anchor Points - Salvatore & His Cognacs - Merchant Hotel Connoisseur Club Cocktails - Merchant Hotel Mai Tai: $1,450
  64. 64. Liquid Nudging
  65. 65. Liquid Nudging
  66. 66. Liquid Nudging Flavour Perception Miraculin Everything tastes super-sweet! Effect is enhanced if: you have tasting expertise you’re relatively young you’re healthy
  67. 67. Liquid Nudging Tip #5: Be A Choice Architect Principle: Libertarian Paternalism Goal : Guest thinks he/she chose the drink Execution: Remove visual and textual “Clutter” Conceal what you don’t want to sell Use Design
  68. 68. Liquid Nudging The Service Cycle 7. Relax 8. Compliment 9. Read, listen 10. Nudge 11. Serve 12. Reassure
  69. 69. Liquid Nudging Pegg Video 2
  70. 70. Liquid Nudging Tip #6 Be an Authority figure
  71. 71. Liquid Nudging Thank you for your attention! This presentation: http://www.slideshare.net/philipduff Philip: philip@liquidsolutions.org Angus: angus@alconomics.com

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