AUG 2022 THE ZINE ROOTS
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Have you noticed a change in how brands consider and approach bartenders?
“Brands approach to bartenders is more nurturing towards creativity, with
In the last five years with the pandemic in mind brands have raised their interest in our expertise and how their liquids are served and consumed, as opposed to what I would consider being more image oriented over the meaning of use. to the brand. If they can comprehend the plans and the vision of the bar they want to work with, it would contribute to a better communication of the needs on both sides and a purposeful, hence efficient, partnership. Although, bar necessities might vary from funding to support in developing consumer events driving footfall, for example. We have always appreciated being listened to and supported with tools enabling us to become the best creative versions of ourselves, allowing us to enrich our experience. The key is open mindness and honesty from both sides.
Two Schmucks & Lyaness, this was one of my favorite Takeover/Pop-up experiences - “Five Star Dive Bar”. For two nights Two Schmucks took over the Lyaness Bar. The teams transformed the London bar in to a full ‘Schmuck’ Immersive experience. Completely changing the elegant décor of Lyaness to the well known ‘rough around the edges’ Schmuck style. The Drinks menu was a collaboration of the two bars highlighting their highly technical skills and fantastic relationship with flavour.
Scarfes bar and Martin Siska Nordics with Grand Hotel in Stockholm oslo. The idea of taking a great what they do in other great hotel That tour was sponsored by The by Rebecca Sullivan
NORDICS
@lyanessbar
@scarfesbar@amerikalinjen
UK
GEMBA
@two.Scmucks
Involving two leading bars
did a two stop tour in the Stockholm and Amerikalinjen in great hotel bar and showcasing hotel bars is a great match. The Macallan.
ITALY
GEMBA
Another great guest shift is matching different 50 Best Bars with each other.
Roku Gin sponsored a guest shift at A Bar Called Gemma where we had Drink Kong from Rome. And we also took Gemma down to Rome to do a guest shift at Kong. Together with Tjoget, Ruby and Red House, the 4 bars did a scandic take over at Kong the evening before the Roma bar show. our brand ambassadors by Marco Gheza by Joakim Liljekvist @drinkkongbar @abarcalledgemma @tjoget
with
Italy Magnus Tobler
Ifmoney.Germanyyoucreate that emotional bond to the customer it pays off in the long run. It's the more difficult way, but it's also the right way. Generating those emotions and creating customer loyalty is the key word here.
I believe that the role of the BA is essential to keep alive the relations with the industry. It is in fact important to build a relationship that looks beyond the brand and that is based on human and friendship relationships. I believe that bartender competitions are an excellent factor of engagement, perhaps giving the chance to win something special.
Marco Gheza
The most important thing from my point of view and experience is customer engagement, which means interacting with customers on the ground, by phone and of course social media (reposting, liking and commenting). It is important to be remembered and to stand out from the other BAs. Keep your word and only promise what you can definitely deliver.
We have and will continue, as Beam Suntory, to host guests around Italy: this helps to create a community of friends and without jealousies not chefs…) I have a beautiful example as well of a pop up activation just this June in Milan, where we activated an entire neighbourhood (Porta with a Roku summer festival, involving six venues Taste a new drink, give an opinion, a friend's advice or a simple "how are you?" via WhatsApp it allows you to create a relationship of esteem and trust which is essential for a solid collaboration.
Contact is key for the customers, which means being attentive, visiting the customer, actively enquiring / writing to the customer in order to implement things. Because of being emotionally attached to a brand, the customer is often also willing to make implementations that he/she would otherwise have only made for the
WORD ON
THE STREET
What special touches simple drink
touches can you bring to drink
COMPETITORS
The “Patron Perfectionist” put in competition bartenders from every country. The winner of each country has the possibility to compete with the winners from the other countries at the distillery (so basically wins the journey to Hacienda Patron in Mexico, fully discovering the This is a fantastic example of how to create a meaningful, relevant relationship with trade. In 2019 Monkey Shoulder rounded up a team to help Bars breakdown after the last call was made. The Monkey team would arrive just before service finished and signed all the bartenders off to have an afterwork drink on them while they broke down/ cleaned the bar. Some of the bars included; The Artesian, The American Bar, Cub and MONKEYSwift. “BREAKDOWNSHOULDERSERVICE”
COMPETITORS
THE
BY
NUMBERS56%Wouldbemorelikely to PURCHASE Of consumers the product of an activation they have taken part Quantitativein data is good but as you will have understood by now, humanizing the relationship between people and brands is key, nurture the customer relationship beyond conversion, it will set you up for success in creating unique experiences and in the long run recruit costumers and consumers!
MARIA KONTOVRRADIS ON BUILDING BRAND RELATIONSHIPS GEMBA AROUND THE WORLD COSMPOLITAN X3 KENTUCKY BUCK 2X WORD ON THE STREET GUEST SHIFTS & POP TOM COLLINS x1 PAGE 4 PAGE 8 PAGE$$ 10 $ # OF ITEMS SOLDORDER #4 DATE AUGUST You’ve been served by: The Blend Team Issue #5 to be served NOVEMBER 2022
