Barware sales are greatest between Thanksgiving and New Year's. To make your customers aware of the full range of barware you offer--from cocktail shakers to picks, create holiday-themed displays in multiple places throughout the store. Near your wineglasses, place a range of wine openers, bottle chillers, and the like. Near your glassware, place ice buckets, cocktail stirrers, and barware sets.
Create a display near the front door so barware is the first product customers see when they enter your store to get them thinking about their barware needs. This display should include a variety of your barware products and be decorated according to the holiday--harvest colors and props for the fall and Thanksgiving; red, green, and gold accessories and ornaments for Christmas; and streamers and party hats for New Year's Eve.
Integrate signage into the display that directs customers to where they can find their entertaining needs; for instance, "Need to stock up on wineglasses for the party? Head to Aisle X." or "Serving martinis at the holiday cocktail party? All your needs will be found in Aisle X."
Create a Barware Checklist customers can take with them as they shop the store that includes an entire list of barware products like ice buckets, wine openers, cocktail napkins, bottle stoppers, and more. Next to each item, list the aisle where it can be found and a box to check off once the item is picked up. Proactive sales associates can also help drive barware sales by asking customers if they have stocked up on a certain item for their parties.
While sales are strongest between Thanksgiving and New Year's, there are multiple opportunities throughout the year to promote barware. With Dad usually manning the bar, Father's Day is an opportune time to bring barware to the forefront. Bundle barware together and create gifts with personality. For the martini lover, create a Mad about Martinis Collection that includes martini glasses, a cocktail shaker, cocktail picks, and some cocktail napkins. For the Dad who loves gadgets, create a Gadget King Collection that includes all of the latest gadgets from wine openers to wine thermometers, cocktail recipe books, and stainless steel barware sets. Offer wine lovers a Wine Enthusiast Collection that includes wineglasses, corkscrews, bottle stoppers, cocktail napkins, and a wine thermometer.
Interest in and knowledge about wine is extending across a broader spectrum of consumers, so take advantage of this growing interest in everything associated with wine by becoming not only the place consumers can purchase all of their wine accessory needs, but also a place where they can learn about wine. While you may not be able to serve wine in your store or hold tastings, you can provide customers with information on wine pairings whenever the opportunity arises--during cooking classes, at holiday times, or for summertime picnics. The education may be general, such as pairing a fruity wine with foie gras, or it can be more specific, such as highlighting top picks in Wine Spectator. Print up a Quick Reference Wine Guide with your store logo at the top that shows which wines are recommended with what type of dishes.
Cooking and Cocktails
Consider adding a cocktail component to your cooking classes or demonstrations as a method to boost barware sales. If you're planning a cooking demonstration on Mexican food, incorporate a margarita tutorial into the program. Have your chef or a guest bartender show the best way to mix a mean margarita and explain how having the right barware available is essential. Your expert should discuss the barware's features and benefits, such as cocktail shakers with recipe dials and the sturdy construction of stainless steel barware sets. This is also a great opportunity to show off your store's collection of glassware, pitchers, cocktail napkins, and serving trays. Offer special discounts on barware to customers who take your cooking and cocktail classes.
If your store is not equipped to offer cooking classes, consider hiring a professional bartender to host a drink seminar in your store. This could he a special after-hours Hot Drinks, Cool Barware Seminar with instruction on how to make everything from mojitos to cosmopolitans. The bartender can explain the importance of using quality barware and how it makes a better drink.
With Dad usually manning the bar, Father's Day is an opportune time to bring barware to the forefront.
For the martini lover, create a Mad about Martinis Collection that includes martini glasses, a cocktail shaker, cocktail picks, and some cocktail napkins.
Consider adding a cocktail component to some of your cooking classes or demonstrations as a method to boost sales in the bar. ware category.
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|Title Annotation:||Tabletop; barware|
|Date:||Aug 1, 2004|
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