Last weekend I did four off premise liquor promos. One for Crown Royal Maple, and three back to back for Smirnoff Confections, Bulleit Rye Whiskey, and Ciroc Red Berry. I’d never tried any of these before being booked for these promos…
Crown Royal Maple
More than a few people mentioned it seemed like it would be great for cooking– I thought it smelled like a great salmon marinade.
Unfortunately, smelling like breakfast, marinades, and other wholesome things weren’t very alluring to potential buyers. Consumers who drink Crown Royal tend to be drinking because they like well made liquor.
Make no mistake, Crown put a lot into crafting this new breed. When tasted, it had all it’s whiskey notes and the sweetness is far less pronounced.
Although many customers still simply described it at “mapely.”
Smirnoff has so many flavors it’s hard to choose one. It’s also hard to determine if this flavor game is even worth trying. Why not try it out for free with a nice lady offering you conversation and snacks?
I had 3 flavors on pour: Amaretto, Wild Honey, and Cina-Sugar Twist.
Personally, I don’t usually get into flavors or vodka as they tend to be a caustic mix of syrupy and burny. Ugh.
Generally customers were thinking the same thing. Pair that with that fact that it’s a mid-price vodka and they were quickly edging into fear.
90% of people who tried the flavors liked them. I was shocked myself. That Cina-Sugar Twist straight up delighted people. All the holiday drinks came to mind. Eggnog, Vanilla Chi, Coffee, martinis…
Bulleit Rye Whiskey
My husband is a whiskey fan and I’m more of a rum girl. One of the things customers noticed about the Bulleit Rye was how smooth it was. Strong (90 proof), but smooth.
A number of people were expecting a soft sippy whiskey but this was a bold manly sipping whiskey.
I like to ask people, “How would you describe that?”
In response I heard: “Smooth.” “Peppery, in a good way.” “Oaky.” “Strong.” Woodsy.”
I’m not a whisky connoisseur but I’ll have to keep it in mind next time I’m.
Ciroc Flavors (Red Berry)
Ciroc is a premium brand that not many people get to try on a whim. It’s a bit pricey and when I think of it I don’t think of a clear bran message aside from that time P. Diddy was promoting it. And that’s not even really a brand message so much as a recognizable endorsement.
Ciroc was one of those brands that drew people in because they were genuinely curious. Why is it at its price point? How does it compare to other premium brands? Why should anyone care that it’s made from grapes or distilled five times?
Survey says: Customers loved it! Many said they could tell the difference between it and a mid- or low-price brand just from the taste. There wasn’t the customary burning sensation that typically comes with vodkas or the syrupy flavor many have come to expect from flavored liquors.
I love liquor promotions because customer love liquor promotions! They’re fun and straightforward and they staff an almost every store I’ve been in have been great people to spend a few hours with.