Beruflich Dokumente
Kultur Dokumente
by Philip Duff
Copyright © Liquid Solutions Limited, 2009. All rights reserved.
All photos, logos and other images are used by kind permission of the companies and people
involved. Please email me if I have omitted crediting you/your firm. I drink, you know.
The views and opinions expressed in this document are exclusively those of Liquid
Solutions Limited unless expressly otherwise stated. No reference is implied, nor should
one be inferred, to any person, company or brand (living or dead, extant or extinct) not
specifically named in the text.
In the text I have used he/his, but only because he/she and his/hers gets old real quick. As
anyone who knows me will testify, I am a great admirer of the female sex, both in bars and
out of them.
What you are reading was a worthless, poorly-formatted pile of crap until it was lovingly nursed
back to eBook awesomeness by Darcy O’Neil, creator of the world’s most-read cocktail blog
and author of “Fix the Pumps” which you should click off to buy right now, and then
subscribe to his fine blog. Thank you Darcy. Let’s do a shot of Buckley’s some time soon…
philip@liquidsolutions.org
"...better drinks"
Table of Contents
About The Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Acknowledgements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Tune In To WII-FM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
First Help Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
On-trade Brand-Building. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
The Cast of Characters – Who Wants What? . . . . . . . . . . . . . . . . . . . 17
Working with Sales Representatives . . . . . . . . . . . . . . . . . . . . . . . . 18
Representatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
The Parallel Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Private & Public . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
To List Or Not To List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
The Myth of Visibility: An Undisguised Rant. . . . . . . . . . . . . . . . . . . 23
To List or Not to List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
A Word To The Reps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
The Fake Listing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Branding Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Working With Brand Ambassadors . . . . . . . . . . . . . . . . . . . . . . . . 38
Who Are They? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
The Nature of Brand Ambassadorship . . . . . . . . . . . . . . . . . . . . . . 41
The Modern Brand Ambassador . . . . . . . . . . . . . . . . . . . . . . . . . . 43
The Life of the Ambassador . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
What Brand Ambassadors Do . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Working With Brand Consultants . . . . . . . . . . . . . . . . . . . . . . . . . 52
Hiring Consultants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Things To Specify In A Contract: . . . . . . . . . . . . . . . . . . . . . . . . . 56
Get More from Reps & Ambassadors . . . . . . . . . . . . . . . . . . . . . . . 62
Chapter 1: About The Author
Acknowledgements
This paper grew up out of the panel discussion “A Special Relationship:
Running Your Bar With The Help of Consultants, Sales Reps and Brand
Ambassadors” that I concepted and moderated at the annual Tales of the
Cocktail symposium in New Orleans in 2009. My job on the day was to
throw gasoline on the fires of discussion among my panel members, and it
was a memorable session. Either on the day or since, each panel member
helped enormously with this paper, so without further ado, thanks to:
2
Chapter 1: Acknowledgements
3
Chapter 1: Acknowledgements
Sponsor
No writing on the topic of brand ambassadors, consultants and sales reps
would be complete without tipping our hat to the sponsor of the aforemen-
tioned panel at Tales, G’Vine Gin, the tastiest thing to come out of France
since Brigitte Bardot put on a bikini.
4
Introduction
“It is not titles that honor men, but men that honor titles.”
-- Niccolò Machiavelli
6
Chapter 2: Introduction
Let me begin by saying that despite the tone and text that follows, I have the
utmost respect for all the players in the bar business mentioned hence. Own-
ers, managers, sales reps, brand ambassadors, consultants and bartenders; I
love you all, you mad bastards, from the bottom of my heart. Hell, I am most
of you, at one time or another. I mean no disrespect by referring to sales rep-
resentatives as “reps” when they may well have more involved and demand-
ing functions than merely pushing booze; similarly, there is a real job behind,
say “On-Trade Relations Manager” that far exceeds the role of “brand
ambassador”. For the same reasons I chose “he/his” over “he/she” and
“his/hers”, though, I have chosen to use the terms owner/manager, rep,
ambassador, consultant and bartender: simplicity and clarity.
I have taken a bit of artistic liberty here and there, refreshingly free of anything
even approaching political correctness. In plain English, I’d like you to smile
from time to time as you read through this and even chuckle once or twice, so I
have injected humour into some of my words. I am trying to be as entertaining
and charming a version of myself in print as I am in real life. Should you wish
to contact me and express your displeasure at some real or imagined insult, I
ask only that you first consider this story from Scott Adams before putting pen
to paper or finger to keyboard. Adams, a globally-syndicated cartoonist, reports
that when he draws a cartoon featuring, say, a clown being nasty, he will receive
a hundred or more emails from readers outraged over his thoughtlessness for
the feelings of clowns. None of those complaints will be from clowns.
This paper was written for the bar owner/manager. We’re assuming you own
or run a decent bar, which operates under the same sort of limitations as
most small (and many large) businesses: undercapitalized, lack of training
structure, over-dependence on key staff, no formal policies, manuals or good
7
Chapter 2: Introduction
If the bar has been open for a while, and survived, then there is another prob-
lem, the it’s-always-worked-fine-before mindset. Nobody – not the staff or per-
haps even the managers – feels it necessary to change. The proper counter to
this, of course, is to screw up your eyes and mouth and put your fingers in your
ears and stamp your feet while screaming “IF YOU ALWAYS DO WHAT YOU
ALWAYS DID YOU ALWAYS GET WHAT YOU ALWAYS GOT, YOU
MORON! If nothing else it will enliven the Monday pre-shift meeting.
One key to business success is adapting to change, even anticipating it, instead
of sitting around on your well-padded arse and moaning about how things
were better in the old days. Running a bar these days means facing up to any
one of a dozen challenges that literally didn’t exist a decade or two ago. Legisla-
tion has gotten tighter, staff more expensive, guests more experienced, cosmo-
politan and demanding (while drinking less – people don’t drink like they used
to) and suppliers more numerous, and desperate, than ever. At the same time,
there are opportunities now that didn’t exist a decade ago either: you can
outsource a very large part of your training program to brands, get paid just for
selling certain brands, and use consultants to keep your bar cutting-edge.
8
Chapter 2: Introduction
Tune In To WII-FM1
As a bar manager/owner, your first thought on hearing of anything new in
your profession should be WII-FM – What’s In It For Me? How can I make
some money off of this? There is gelt to be earned by making smart use of
resources on offer. Do it right, and it’s like finding money in the street.
Screw it up and it’s like trying to return a ten-year-old toaster without a
receipt to an out-of-state Wal-Mart while wearing bloody overalls and
frothing incessantly at the mouth as a damp stain spreads accusingly on the
front of your pants.2
Thank you. Sitting comfortably? Drink to hand? Then let the festivities
commence…
9
First Help Yourself
10
Chapter 3: First Help Yourself
It is silly to think about sales reps, ambassadors and consultants helping your
bar unless you have your bar running reasonably well yourself. Nobody can
help you if you cannot help yourself. Indeed, very often accepting the help of
reps and ambassadors for a poorly-running bar can actually make things worse,
like sticking a band-aid on a festering, gangrenous wound. This is why most of
those celebrity-chef-revitalizes-a-restaurant TV shows inevitably wind up with
the restaurant going quietly out of business a few months after the show is
taped; the problems ran far deeper than could be remedied by having a shouty
chef bang on about fresh ingredients and cleaning for a few days.
3. You can pay all your bills on time, including taxes and your own salary.
6. You know who your target markets are, and what you do/do better than
the competition to attract and keep them.
7. Service speed, accuracy and food and drink quality are at the same
minimum standard no matter what time a guest comes in, no matter
which day or who is cooking/bartending/serving.
10. You can take a holiday for three weeks, relax completely while away and
when you return everything is running the same—or better—than
before you left.
11. You update the drinks, cocktail, and alcohol brands offered quarterly,
taking the opportunity to review the service and prices of all current and
potential suppliers. You set, or follow closely, trends in food and drink.
12. You are always planning at least two quarters ahead, and review your
marketing strategy annually, keeping up to date with the bar business
in your area/country and around the world by reading national and
foreign trade magazines, attending national and foreign trade shows
and visiting new bars, both nationally and – you guessed it – abroad.
13. You have statistics coming out of your ass. You know how many bottles of
liquor you sell annually in each category, broken down by brand, and what
you pay for each one; you know how many cocktails you sell per month,
and by exactly how much sales increase for a cocktail if it’s featured on your
chalkboard or as Cocktail of the Day; you know your monthly gross profit
margin percentage, monthly dry-goods cost, sales per seat per hour per day,
and every other statistic you can get my hands on.
Perhaps this all sounds a bit too much? Appropriate for a large chain of
mega-bars, maybe, but a bit over the top for a smallish single-unit bar?
Here’s the thing. If you’re a small operator, you need to be more on top of
all these things than a large operator; a large bar or chain of bars will have
the comfy cushions of finance and cashflow that a smaller bar usually will
not. Nothing in the checklist costs much to do, but everything makes your
bar sales increase, raises profits, and future-proofs your concept. You are
12
Chapter 3: First Help Yourself
failing as a manager/owner if you spend less than eight hours per week
inputting, extracting, analyzing and acting upon such statistics.
Armed with this very clear idea of what your bar is, you’ll be able to make
better choices when in discussions with outside agents like reps/ambassa-
dors/consultants. Remember, they can only help you run your business –
not run it for you. And they have differing agendas to you.
In the old days, there simply weren’t a tenth of the brands floating around
that there are now. There were mega-brands available everywhere, and local
brands available, er, locally, but very little else. There was no such thing as a
brand ambassador or a bar consultant – at least, not with those titles – and
sales reps were mostly slick-suited people with pricelists and promotional
goodies. They didn’t much care where you bought a brand from because they
worked for the only company importing or selling it. Reps worked for the big
brands because little brands couldn’t afford reps. Everyone knew their place.
13
Chapter 3: First Help Yourself
On-trade Brand-Building
The Holy Grail of a liquor marketeer is to have a brand that sells itself
quickly and easily with minimum effort for a premium price and healthy
profit margin – i.e., in a liquor store or duty-free outlet. Selling a brand
through the on trade – bars, restaurants, clubs – takes a larger investment
of money and effort and usually delivers a lower profit margin. But, build-
ing a brand in the on-trade creates word-of-mouth awareness and general
publicity which helps (a) to get the brand listed in liquor- and duty-free
stores and (b) to encourage consumers to pick Bottle X off the shelf in the
store instead of another brand.
family (owners of the brand) personally gave tastings and trainings in bars
and restaurants in order to get their brand listed. It worked so outrageously
well that other brands began to be built using on-trade brand-building,
famously the Grey Gooses of this world (Frank again).
These days, even if you operate a Bar, Grill & Live-Bait store in East Asstickle,
you can barely open the doors before being stampeded flat by majestic,
roaming herds of charming, helpful people with iPhones and designer Con-
verses, all of whom want just an hour or two of your time, preferably with
everyone who’s ever worked at the bar in attendance as well.
Every single one of them, every time you see them—which feels like
“daily”—has got something new for you to taste, some new nugget of
information to teach you. Have you tried the 12 year old? The 18 year old?
The six-hour-old? How about this one? This is what they use at Milk &
Honey. This one’s only available in Botswana, you know, but—you know
what? This bottle’s yours. ‘Cause I like you.
15
Chapter 3: First Help Yourself
Reps want to build, maintain or increase sales in their area, and although you
might have a good working relationship with a rep, the rep doesn’t much
care which exact bars he sells to so long as he achieves high sales and place-
ment in prestigious bars. The most important brand to a rep is the brand of
the company he works for. A rep’s first responsibility is to sell bottles.
16
Working with Sales Representatives
17
Chapter 4: Working with Sales Representatives
These are people whose job is to sell you booze: they are hired, trained and
rewarded on the basis of case sales1. They control budgets and can give dis-
counts. Usually, though, ultimately the sales budget comes from the total
marketing budget.
Representatives
Relationships with a sales rep should be approached with an eye on the long
term, because as time goes by a good rep will learn the ropes in every portfo-
lio and category and get promoted upwards, their budget increasing with
every promotion, until they can rain largesse down on you like hailstones.
1 The standard unit of measurement in the drinks business on the marketing side is “a case”
which refers to 9 liters of product, regardless if that’s the amount that might come in an
actual case of that brand. So when a marketing director says to a sales rep “we sold 10,000
cases last year” he means 90,000 liters, whereas if a rep says to a bar owner “I can get you a
good price on 5 cases” the rep means actual cases, which might be, say, 5 cases, each 6 x
750ml bottles.
18
Chapter 4: Working with Sales Representatives
Directly for a brand. Essentially, a single brand will have it’s own importer,
distributor and sales force.
19
Chapter 4: Working with Sales Representatives
20
Chapter 4: Working with Sales Representatives
21
Chapter 4: Working with Sales Representatives
reveal they don’t know much about liquor. If you choose to stock only unfa-
miliar—but great—boutique brands, you have a unique reason for guests to
come to your bar, but your bartenders and servers will have to engage in
much more dialogue and selling with the guest, which requires more training
and product knowledge. A third consideration is of a more practical nature:
you’ll need enough shelf space if you want to display more bottles.
The extra financial benefit of free cocktail shakers or glassware does not
weigh up against allowing a liquor brand to invade your bar, and because
everyone else does take the freebies, your bar will stand out all the more if
you do not. If your bar is a good one, you do not need promotional toys or
gimmicks at all: your staff can sell the brands.
22
Chapter 4: The Myth of Visibility: An Undisguised Rant
But.....
Really?
23
Chapter 4: The Myth of Visibility: An Undisguised Rant
Well, like I said visibility does work—a bit. I cannot believe it is worth what
those items cost to make. Bear in mind, a POS item costs more to produce
than the unbranded equivalent, because it has to be bought and then
24
Chapter 4: The Myth of Visibility: An Undisguised Rant
In my experience, in a booming, busy SRO bar, visibility does not make guests
order brands very much. Not very much at all. In such bars, either the guests
don’t care what brand they get, or they already know which brand they want,
or they want a brand or (more usually) a drink they have just seen someone
else drinking. Sure, sales of a brand go up in a bar where the brand is excessively
visible—but how much of that is because the staff has been trained and the
product is stocked, usually as an exclusive pouring brand, and how much is
because there is an enormous display of bottles behind the bar?
There is often little thought given to the negative effect created by coun-
ter-productive visibility. This is when a competing brand is served in/using
another brand’s POS item (e.g. Havana Club & cola in a Bacardi & Coke
glass, or a bottle of Taittinger in a Piper Heidsieck icebucket) or when the
sign/poster/display/POS item is present but the liquor itself is out of stock
or even no longer stocked.
25
Chapter 4: The Myth of Visibility: An Undisguised Rant
Visibility for brands is the same as makeup for ladies and aftershave for men;
you really don’t need it, but a tiny little bit is fine, for your own self-confidence
if nothing else. Any more than that works against you. Your friends won’t dare
to tell you for fear of hurting your feelings—or because they wear too much as
well—so you’ll slap on more and more and look sillier and sillier.
26
Chapter 4: The Myth of Visibility: An Undisguised Rant
2. Diving birth rates and aging global population, especially in the US and
Western Europe. Only the youngest, most inexperienced, visibility-led
drinkers go to packed, noisy bars where dialogue is difficult, and that
young generation is dwindling at a severe rate.
27
Chapter 4: The Myth of Visibility: An Undisguised Rant
Drink Firm XYZ has the brands A, B, C, D, E, and F. This year, they have
gotten a nice big budget from the head office of brand A. They can give,
you, say, €8,000 for one year up-front to stock brand A, have lots of bottles
on the back bar and use it as a pouring brand.
XYZ will most likely also demand that you stock and use as pouring brands B,
C, D, E, and F—essentially, giving these brands a free ride on brand A’s money,
and making your back-bar display look exactly like a dozen others where XYZ
have dropped some cash. XYZ will also demand that you buy the bottles from
their recognized wholesaler in your country, which will sell it at higher prices
than you would pay for the exact same bottles from an independent, alternative
distributor. As much as 5 or even 7 euros a bottle more, to be exact.
28
Chapter 4: The Myth of Visibility: An Undisguised Rant
Not all listing fees are done that way, though. In Germany, it’s common to
do a deal where you agree to buy from recognized suppliers but at the end
of the year you receive a euro or two per bottle sold. The amount you get
varies, and it varies depending on how many bottles you sold: there might
be a minimum of, say, 500 bottles, and if you sell more than that, you get a
higher amount per-bottle.
There are other benefits to taking listing fees: sales reps and marketeers will
come by your bar more often spending money, and they may book more
special events and parties at your bar (ka-ching!) at which you get bottles or
even cases of free booze as well as a room-hire fee.
The ideal situation is one where rival drinks firms will compete to pay a
premium for you to stock their brands because of the prestige of your bar,
where you are free to buy the bottles from whomever you like, and where it
is decent brands that do not compromise the image of your bar. In all this
talk about liquor brands, never forget that the most important brand is
your own one—the brand of your bar. You can damage it by stocking stu-
pid or inappropriate brands.
29
Chapter 4: A Word To The Reps
You will often—perhaps always?—be accosted for listing fees from bars
that have not yet opened. This is a gamble, and one on which you, the
knowledgeable local rep, should be able to call the odds. Have the owners
opened other successful bars? Run successful bars? Bartended in successful
bars? What’s their business plan*? Marketing plan3? How’s their financing?
If all the signs are good, you might be able to negotiate your brand a bar-
gain: a listing at the new hot-spot for far less than it would cost if you tried
3 * No, not just what they say it is—ask to see the paper copies of these. Often, they will only
exist in the prospective entrepreneur’s head.
30
Chapter 4: A Word To The Reps
31
Chapter 4: A Word To The Reps
At least a dozen times a year on foreign trips I am taken around bars by the
local reps, and while it’s nice to be able to drink your brand, it’s just as
important to be able to scope out the bars that don’t stock it, and perhaps
work out why they don’t. At the very least, you want to get a feel for the
happening bars in that city or country. Once, on a business trip to Tokyo,
the local rep took us to a huge, beautiful nightclub, the only one on the
Ginza at the time. We were met at the door by the manager, who showed us
some amazing eye-catching displays of our bottles behind all the bars, pol-
ished to a shine so high I saw myself reflected (it wasn’t a pretty sight). But
here’s the thing. The club was empty, at midnight on a Saturday. I’d rather
have been in at least one bar where I could see people ordering and drink-
ing, even if it wasn’t my brand, than in an over-branded bar which doesn’ t
reflect that city’s real drinking culture. If we’re going to visit six bars, I want
at least one or two of them to be good bars that don’t stock my brand.
From the point of view of the owner, it’s always nice to get a free bottle, and a
paying group of guests is a paying group of guests—but bear in mind that the
rep is getting a free benefit. He is giving the impression your bar stocks Brand
X—without paying a penny in listing fees or other incentives. This blows a bit,
especially if you have worked hard and risked money to make your bar a suc-
cess; you are letting that rep benefit from your bar’s “brand” for dollars zero.
My advice is only to cooperate with this fake-listing when 3 criteria are satisfied:
1. When a rep is a good, regular guest, who also brings business to your bar.
2. When a rep has helped you in the recent past with other brands/ budgets.
3. When it is a brand you would consider stocking anyway.
...and then only once. The rep should return the favour at some stage in
the near future.
32
Chapter 4: Branding Strategies
Branding Strategies
In each category of spirits you need to have a house brand (good quality,
good purchase price, good selling price), one or more upsell brands (better
quality, higher purchase price, even higher selling price) and one or more
premium options (outstanding quality, high purchase price, high selling
price). Typically, as quality and prices increase, the profit percentage will
decrease: this is fine, because you bank money, not percentages. Your house
brands will have the biggest impact on your Gross Profit (GP) percentage:
if you’re shooting for an overall liquor GP of 75%, then your house brands
should deliver at least 80% margins.
You can choose one of three options for your house-brand choices:
1. Scare Tactics
3. High Roller
Scare Tactics
The nastiest house brands you can find: brands you’ve never heard of in
plastic squeezy-bottles with labels that look like Charles Manson’s
CAT-scan, that are little more than low-grade neutral spirits carelessly
cold-compounded with cheap essences by drunken, balding apes in wind-
swept warehouses in Hell. The idea is to scare guests into ordering the
upsell brands. Not a bad tactic as it goes, but it can leave—literally and fig-
uratively—a bad taste in your guests’ mouths.
33
Chapter 4: Branding Strategies
High Roller
This is where you, like, totally pimp your speedrail, dude, stuffing it with
ultrapremium spirits and charging a higher price; your Kauffman, your
G’Vine, your Old Grand-Dad 114, your Zacapa 23. This all but discourages
trading up, and works best in high-service outlets suited to conspicuous
consumption where there is little dialogue, i.e., clubs. But, just to hit that
75% GP, you’ll have to charge a fortune for a entry-level drink and will
almost certainly scare people off who might otherwise have had a drink and
possibly even traded up.
34
Working With Brand Ambassadors
37
Chapter 5: Working With Brand Ambassadors
3. Promote trade.
For a long time, brand ambassadors were, like Charlie, members of the
family whose name was the brand. With the rise of single-malt whisky in
the 1970s, Master Distillers were rolled out to be experts on the product
and the brand. They gave tastings and trainings and visited bars, but cru-
cially they weren’t sales reps, and they were employees, not family mem-
bers. Indeed, I know several master distillers whose ambassadorial role has
expanded so much that I struggle to see where they get the time to super-
vise distillation any more.
38
Chapter 5: The Nature of Brand Ambassadorship
39
Chapter 5: The Nature of Brand Ambassadorship
or near the distillery, this means they are usually way, way removed from
the bright lights and the big cities, distilleries of any size being forced to
locate a long way from where people live and socialize.
Because no-one likes to commute very far to work, that means hiring local
people to work for the brand, people who very likely have no idea what’s
going on in the cutting-edge bars on the other side of the world, the very
bars where the brand would like to be popular. And because they’re in the
countryside, there’s no local cutting-edge bars for employees to go to so
they can learn. Even if they wanted to be, the employees cannot be effective
ambassadors for the brands they make, because there are only other coun-
tryside people around to influence. Smart brands hire city-based ambassa-
dors; really smart brands move the head office to a city so everyone who
works there can absorb the drinks culture osmotically, leading to a large
improvement in the quality of both creative input and constructive criti-
cism. Most evenings after work in a city-based office, staff will go to good
bars in that city and have a drink (which wasn’t possible when they were
based in the sticks, because everyone had to drive home, there being little
good public transport in the sticks, and strict drink-driving laws), ordering
“their” brand and being good little ambassadors.
41
Chapter 5: The Modern Brand Ambassador
For more than a decade, the vertical rise in the popularity of cocktails has
meant brand ambassadors are often hired from the ranks of well-known
bartenders/managers/owners. They are hired for their fame, credibility and
contacts among other bartenders/managers/owners, as well as for their
skills in training bars, developing signature cocktails and organizing parties
and events. Not to mention the good looks and charm that (presumably)
helped them become successful bartenders. That said, there are several
well-known and successful brand ambassadors who have never bartended
professionally, but have bolted drink-, cocktail-, and bar-knowledge onto
an existing skill set of sales and marketing to become very good at their job.
42
Chapter 5: The Modern Brand Ambassador
people will want to meet and have a drink with him. After a few years, a lot
of the younger bartenders coming up through the ranks either don’t know
about Bar X (because it’s since closed) or they know the current startenders
at Bar X and don’t know he ever worked there—or care. An ambassador
must not rest on his laurels after becoming an ambassador.
He must catch up. If he is not up to speed with the office side of things,
such as all the programs of Microsoft Office, he should follow courses.
Read a book on brand marketing. Follow a course on public speaking. And
one on business writing. Subscribe to at least two foreign bar magazines.
Or, he may be a quite normal bartender who gets the job of ambassador for a
brand and is subsequently promoted by that brand as a star mixologist; this
happens a lot when the brand is based outside the big towns or important
international cities, often when it’s based at the actual distillery. They’d rather
hire a local they know than a big-city bartender they do not. The advice to
such a bartender in that case is the same as for a hot-shot bartender, plus—if
he isn’t already up to speed—to get up to speed on hot-shot big-city
bartending. Visit the cities and bars and bar shows: befriend other ambassa-
dors, go to their events, see how they roll and who the big dogs are.
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Chapter 5: The Modern Brand Ambassador
ning for three months, holding a small cocktail party every two weeks to get
feedback from friends. He should befriend a bar owner and ask if he may
intern one night a week for a month to learn the rhythm of the bar. Follow
good courses like B.A.R. (US) and WSET (UK). Go to all the bar shows,
follow all the seminars, and read all the magazines1.
In either case, a brand ambassador must use that initial window of oppor-
tunity to get up to speed on his new profession, keep re-inventing himself,
learning new skills, creating new drinks, building a media profile, conduct-
ing new research, and generally maintaining and extending his position as a
mover and shaker in the bar business.
The job of ambassador makes keeping up to date easy: if he keeps his eyes
and ears open while working for a brand he can learn everything useful about
creating, distilling, packaging and distributing liquor, as well as creating,
building and maintaining
brands, plus his job entails
reading all the magazines,
travelling to all the countries,
meeting all the bartenders
and brand managers and
going to all the bars and bar
shows, all over the world. It’s
practically a self-perpetuat-
This photo contains four brand ambassadors, a trainer, two
ing job—if he keeps himself
bar owners and three bar managers. Can you tell who’s who?
at the cutting edge.
1 Email me if you’d like a copy of the reading & visiting list I recommend for all trainers,
ambassadors, brand managers and serious bartenders: philip@liquidsolutions.org
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Chapter 5: The Life of the Ambassador
45
Chapter 5: What Brand Ambassadors Do
The larger the brand, the more this happens, because it takes longer for a
chap to become a brand manager for a larger brand, by which time he has
2.5 children, a Volvo in the suburbs and little desire to travel more than is
absolutely necessary. Often, a brand ambassador’s ethnic origin, interesting
facial hair, language skills, visible tattoos or other personal attributes will
contribute to him being hired, if those attributes are seen as being harmo-
nious with the target market or brand’s marketing emphasis.
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Chapter 5: What Brand Ambassadors Do
A brand ambassador can be partly judged on the size and quality of his net-
work. At the top of his profession, a global brand ambassador should know
every single significant bartender, everywhere in the world, certainly in the
key markets for his brand, plus an awful lot of up-and-coming bartenders,
truck-loads of writers, bloggers, TV producers, event managers and mar-
keting agencies. Like in any profession, it takes time to build up a quality
network, so all other things being equal, brand ambassadors get better at
their job the longer they do it.
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Chapter 5: What Brand Ambassadors Do
48
Working With Brand Consultants
51
Chapter 6: Working With Brand Consultants
Hiring Consultants
It’s key to hire someone who has experience of doing whatever it is you’re
asking him for, otherwise he’s learning on your dollar. Visit bars where this
chap has worked, both as a bartender and as a consultant. Are the programs
still running? Still working? Especially look for situations comparable to
yours: it’s all very well to run an award-winning cocktail program when
your bar is attached to a Michelin-starred fine-dining restaurant, but how
useful is that experience going to be in your raucous rock ‘n’ roll bar?
If you are hiring a consultant to help you open a bar, for instance—and
pardon me if this seems blindingly obvious—find out if he has run a bar
opening before. Not “been part of an opening team” or “been there since it
opened”, but actually ran the whole trajectory of developing the program,
writing the manual, buying the goods, recruiting and training the staff,
coordinating the opening, etc. Anyone who hasn’t—even if they are far
cheaper than consultants who have—will be learning on your dollar.
If you are hiring a consultant for business goals—sales up, gross profit up,
costs down, etc.—is this someone who has done this kind of turnaround
successfully before? Or was he just a manager in an already-successful bar,
where the main job was not screwing up? Or just a bartender?
If you are hiring a consultant for his fame, you need to be realistic about
what you will get out of it. Really well-known bartenders hop from one
consulting gig to the next, and the media follow them. If you hire a consul-
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Chapter 6: Working With Brand Consultants
tant for a one-time gig, you will not get the full benefit of that consultant’s
focus on your bar, and the cumulative effect of the media; all the press will
come to your bar once and then hop off, following your consultant to his
next job. This is most often what happens when a consultant is hired to
write a one-off cocktail list. Commissioning a cocktail list is a quick and
cheap way to use that consultant’s name, get media attention and impress
your staff. It is also a missed opportunity to coach your staff to create the
list themselves. Inexperienced or lazy consultants will write cocktail lists
that jar with the essential ethos of the client bar, exceed the skill-set of the
current bartenders, or that do not appeal to the target markets of the client
bar—only to the consultant’s ego.
And they are well within their rights to do so: it is the consultant’s responsi-
bility as a businessman to make money, and yours as a client to ensure you
get value for money. Buyer beware.
If you are satisfied he can do what he says he can, it’s time to develop a
clearly-defined brief. A good consultant will take as much time, gratis, as is
needed to sit down with you and work out what it is that you need. Not just
what you want (which may be unrealistic), or even what the consultant
wants, but what is best for your bar. It is the mark of a good consultant that
he will take time work this out, and not shy away from telling you truths
you may rather not hear. Here’s a cautionary tale:
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Chapter 6: Working With Brand Consultants
Average Bar hires Hot Shot Bar Consultant from Star Bar to install a
cutting-edge mixology program in Average Bar, just like in Star Bar.
Hot Shot Bar Consultant tries to tell this to Average Bar Owner, but
Average Bar Owner keeps saying he wants those walnut Old
Fashioneds and home-made bitters.
Hot Shot Bartender’s reputation suffers. Average Bar freaks out it’s
regulars, pisses off it’s regular bartenders and has to pay Hot Shot
Bartender’s fee as well.
Everyone loses.
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Chapter 6: Working With Brand Consultants
2. Who is going to do it. Increasingly, the best guy in a consulting firm will
do the “pitch” to you: once you’ve signed, the project will be run by a
much less impressive chap. Specify in the contract who is working on
your project.
4. The amount and type of the fee, and the payment schedule. Is it
fixed-rate? No-cure-no-pay? A percentage of increased sales / decreased
costs? A bonus system? And how is it paid: how long are the payment
terms? How much up-front?
7. PR. What rights do you have to use the person/firm’s name and logo?
When will they be present to the public? For media interviews? On-shift?
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Chapter 6: Working With Brand Consultants
So, in the case of Average Bar, assuming that quality drinks ARE the right
thing for it to be serving, and without completely re-engineering the whole
marketing and concept of Average Bar, the brief might look like this:
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Chapter 6: Working With Brand Consultants
than you would have been able to get on your own. Remember though, the
ultimate responsibility of ensuring you get the best deal is yours.
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Chapter 6: Working With Brand Consultants
If you stock Brand Y, you get free training sessions with Star Bartender X,
who used to charge 800 per day as a consultant before becoming an
employee of Brand Y. Yay! But wait: under the deal, you get 6 sessions per
year, in groups of 15 attendees per training, in various locations, for 3 hours
per session. So, effectively, you get: 6 sessions x 3 hours = 18 hours per year.
Just over 2 full days, in other words. And not necessarily in your bar and not
exclusively with just your staff. So let’s say the “consulting value” of X is now
just 1.5 days, or 1200. Would you have hired Bartender X for one-and-a-half
days anyway? At any price? Unlikely. Even a reincarnated Jerry Thomas him-
self couldn’t do very much for your bar in one-and-a-half days.
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Get More from Reps & Ambassadors
First off the bat, no matter what you’re buying - clothes, hand-jobs or bot-
tles of booze - charm is an essential part of any business transaction and
will result in better service, better prices and extras, and a better feeling
when the deal is done. Do not feel you can be surly and charmless just
because you are the customer in a transaction: you will get a worse deal. It
is difficult for reps, ambassadors and consultants to come to you, trying to
sell you something; imagine if you had to cold-call your guests at home
instead of them coming to your bar! Put your visitors at their ease, be
friendly and interested, take time to talk to them, and try to create win-win
situations. Simple friendliness and charm should get you all you need from
consultants you’re employing, but what about reps and ambassadors?
1. Deals
Reps know their portfolio. They know it all, and they have a whole array of
incentives, discounts and rewards at their disposal. They want to (a) sell
stuff and (b) be able to say cool-sounding things back at the office. Give
them the chance to do (b) and they will help you buy stuff. Ask them about
the bargains in their portfolio. What kind of case deals are there? How
about a deal based on annual sales? Or hitting sales targets? What about a
sales contest? H. Joseph Ehrmann of San Francisco’s award-winning Elixir
bar encapsulates it neatly when he says that the relationship with a rep
depends on:
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Chapter 7: Get More from Reps & Ambassadors
Do your homework before meeting with a rep: find out what brands he
represents, and make sure you know to the penny what you’re paying for
them, and what prices (and deals) are being offered by competing brands
for similar bars in your area. If a rep can’t do a deal at the moment, invite
him back in three months when you’re reviewing your purchasing and
brand options again.
2. Training
Yes, I know you’ve had Diageo reps coming into the bar who didn’t know
their firm owned Dickel or even what Dickel is. I know. But more and
more, drinks firms are investing in training for their reps, and in the
absence of a brand ambassador, your local rep may well know a phenome-
nal amount about certain of his brands. An ambassador certainly should.
Arrange a series of trainings, say every second Monday afternoon, for your
staff, incorporating trainings & tastings on a specific spirit category from a
brand rep, followed by a written test created by the same rep. Feel free to
schedule competing brand’s trainings (e.g. Gin X one week followed by Gin
Y the next) on consecutive sessions. Voila, you have just created a zero-cost
product training program for your staff which will increase premium spirit
sales, with the bonus of making staff feel more motivated (training does
that) while making the rep/ambassador feel more involved with your bar
(not a bad thing at all). Push him: if possible, include category tastings, not
just of his brand, and encourage staff to ask the kind of questions guests
ask: why should I pay extra for this? How old is it really? Is there sugar
added? Good ambassadors in particular live for these sorts of sessions.
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Chapter 7: Get More from Reps & Ambassadors
3. Tailor-Made Promotions
Building on H’s comment about being in constant communication, if you
can come up with an idea for a cool promotion or for brand visibility in your
bar, your rep will likely jump at it AND maybe even make it into a “best prac-
tise” to be copied by other reps and bars. Write a one-page proposal detailing
costs, benefits and time horizon, send it to the rep and schedule a meeting.
The added value to you is that you thought of it and it was run in your bar
first, and you will be positively flooded with out-of-area reps, marketeers
and fellow bar owners dying to see your genius idea in action—and all
those people drink, you see. You might even be asked to do some consult-
ing work for the brand/distributor. An extra benefit is that the promotion
will be unique to your bar, as opposed to the promotional ideas reps bring
to you, which have usually been done all over the city or country.
And—pardon me if this seems obvious—only organise events like promo-
tions on quiet nights, to build trade. Reps and ambassadors may want to do
events on Fridays and Saturdays, to reach more people, but there’s not
much in that for you as a bar owner: presumably you’re already hitting
capacity on those nights, so why not try to build the quieter nights?
4. Guest Bartending
Increasingly—and this is a trend I heartily endorse—ambassadors are getting
behind the bar for a shift or two as they travel around. This is a great deal for
you: as well as lowering your staff cost it will increase your sales, as most
ambassadors have both a good record as hot-shot bartenders and a large net-
work. If the brand gets behind it there might even be local or regional media.
This crowd, plus sales reps and their guests, will make it at the very least an
extremely cool industry night on a night you’d otherwise be quiet.
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Chapter 7: Get More from Reps & Ambassadors
5. Media
Now it’s time to prime the pump. As owner/manager of a successful bar, if
you also have a good media profile, you’ll be regularly asked to contribute
recipes and articles, perhaps write columns and even appear on TV. Why
not share the love? Use the brands of the reps, and a branded bartool you
got from an ambassador. Let them know in advance when the segment is
transmitted or when the article is published: send them a link or a scan.
This kind of thing is like gold to them: it raises their stock around the office
(as well as yours - with their superiors) and that makes it harder for them
to say “no” the next time you’re in a discussion. Do not leave having a good
media profile to chance. Have a one-page press release with profession-
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Chapter 7: Get More from Reps & Ambassadors
6. Parties
Also the province of the rep, many ambassadors are required to organise
parties. Hosting that party at your bar is a no-brainer: guaranteed sales, a
room-hire fee and usually a ton of free liquor as well. What’s not to like?
Being pro-active makes all the difference. If you run a mixology bar, sit
down with the rep and/or ambassa-
dor in January and plan out what
unique parties they’re going to
organise in your bar: Black Tot day in
the summer, Repeal Day in Decem-
ber, World Cocktail Day in May, and
so on. Starting early gives you the
chance to pitch the idea to other
reps/ambassadors if the first few
don’t bite. If they DO bite it gives
them time to whip up interest at
head office (see “Media” above),
especially if they need extra budget, Many ambassadors spend a great deal of time
organising parties…
and to make their superiors enthusi-
astic about the parties and your bar.
65
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