Brand Recital

Tasting seminar is one of the most used event formats in wine & spirits’ promotions. As a product trial, it could not only build loyalty & aspiration, but also generate unexpected word-of-mouth among target groups. 

I have experienced 2 types of tasting: one for trade people, and the other aims at customers. The different types really have different executions:

1) Trade:
The attendees are outlet owners, dealers, 5-star hotel managers & bar tenders. 

Sometimes, it could be done in very simple way. The brand ambassador will focus on delivering several major brand essences, and let the attendees have a deep impression of the key catches of the product, i.e. “Single Malt”, “The Original” & “Smooth” are the 3 important messages for The Glenlivet, and “Irish” & “triple distillation” are the ones for John Jameson. (Once I had acted as an interpreter for Jameson. In the end, the Irish guy only hoped that every bartenders could ask customers one more question in the future: Sir, would you like enjoy a triple-distilled Irish whiskey ?) 

Training certificate or memorable souvenirs (photo with ambassador) are often used to reinforce the branding impact.

In conclusion, the key factor of trade tasting seminar is product message.

 2) Consumer:
Compare with trade seminar, the consumer tasting could be described as a luxurious VIP experience. Because we all know nowadays the customers are looking to demonstrate their good taste, knowledge and culture – and are open to prestigious experiences like these first class events.

Royal Salute links the art of blending with the art of composing music, and Chivas 18 partnerships with renowned luxury chocolate maker Valrhona to create an analogy of its indulgent flavor & richness. 

As a customer, you will expect VIP treatment and first class comfort, large hall, 5-star hotel waitress, canapés, cigar……In the meantime, you will also enjoy the stylish educational session. After the tasting, you are fully in tune with the brand’s super premium personality and image.

After all, a successful tasting is a perfect way to offer a memorable & luxury experience amongst opinion leaders, and let them be the brand advocates and generate more word of mouth.