Go Big Or Go Home Better Service Through Premium Brands
“I have the simplest tastes –
I am always satisfied with the best.”
Served in a $1475 Mai Tai at the Merchant Hotel in Belfast. Rare: hard to make, no longer made, made by very few
-Calabrese: sold cognacs based on what was happening when the year they were distilled, e.g. 1789, when Thomas Jefferson was ambassador to France
- External validation - W50BB, TOTC Spirited Awards – in a world of peer-to-peer recommendation
- Being served contest-winning cocktails by award-winning bartenders in award-winning bars (also: rare!)
-Graff Diamonds created the Facet Foundation, which funds development projects in Africa, where many of their diamonds are mined. -The first bottle of Beluga Lalique was auctioned for $11, 000 and the proceeds donated to the Naked Heart Foundation, which improves the lives of disabled children in Russia.
- Familiar names (most guests unfamiliar with liquor brand names, e.g. Macallan / Casamigos - Removes guesswork from status proclamation - Reduces order time (guest may be rushed, preoccupied, hosting clients/family/bosses)
- Brand can be “premium” or “discerning” or “farm-to-table” or….
- Rise of premium and super-premium motivates brands to invest in partnerships with bars to market said premium brands
- Premiums mean higher gross margins for no extra effort - Invest added profit in improving guest experience: bespoke serving ware/garnishes, freebies, etc
- Luxury earns more! Both in absolute terms and in percentage terms.