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Go Big Or Go Home Better Service Through Premium Brands

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Go Big Or Go Home Better Service Through Premium Brands

  1. 1. “I have the simplest tastes – I am always satisfied with the best.” Oscar Wilde

Editor's Notes


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  • Served in a $1475 Mai Tai at the Merchant Hotel in Belfast.
    Rare: hard to make, no longer made, made by very few

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  • -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.

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