Our NYC PR firm has successfully promoted food and beverage story angles at many hotels, restaurants, and other dining venues. With the emergence of the bartender as a star in his own right, on a level of that of a celebrity chef, and the increasing prevalence of sommeliers, it makes sense to work with a public relations firm that has proven it can initiate a trendsetting spin in the food and beverage arena. As any hotelier or restaurant owner can tell you, F&B is where the margins are greatest and has the potential to gain the most market share.
A case study: Abelow PR discovered during a site inspection of the Leela Palace Bangalore that the bartender there had crafted more than 200 martinis. We dubbed him the “Martini Master.” Within days we had a news releases out to the media, placed in on a major news wire, and thus created a trend followed by a flood of publicity for our client. We know a good story when we see it. Often, we even create it!
“Martini Master” Goes Viral
The “Martini Master” went viral, as the expression goes, and almost overnight it was everywhere on the Internet — total saturation. On mainstream media like CNN.com to popular cocktail blogs to network TV, the press couldn’t get enough of this mixologist magician. And here is how we took it up a notch: our “Martini Master shook, and didn’t stir.” The funny thing is Indians have that signature “head bob” – shaking the head back and forth — and he did quite a jig when shaking his cocktail concoctions! It was a significant part of his charm and the media ate it up.
Under the canapé of trees in the atrium of the hotel, he served everything from the Palace Martini to the Classic Martini. And my butler at the hotel had a special “Lorraine” martini in my suite upon check in. What a way to settle in to my plush chair, and savor the moment.
Sommeliers Step Up Their Game
What profession would you think has the most difficult test to pass in order to get certified? Accounting: wrong. Architecture: wrong. Law: wrong. It is to become a wine expert, known as a sommelier.
To learn more, check out the movie SOMM. SOMM is a 2013 American documentary following the attempts of four candidates to pass the extremely difficult Master Sommelier examination, a test with one of the lowest pass rates in the world.. A sequel is already planned for release,[2] and a TV series based on the movie is in production on the Esquire Network.
This documentary will give you a feel for a challenging and grueling process. It’s clear: it takes total dedication to become a certified sommelier.
I experienced the expertise of a sommelier at the Nomad Hotel in New York, where our boutique PR agency is located, when recently dining with my daughter. Since I am so selective, I was intent on finding a wine that suited my taste buds – dry by not clawing, and with a strong finish. The sommelier was equally determined: “I am making it my business to find a wine that you love.” He brought a few tastes, and lo and behold, it turned out to be a Savignon Blanc from Chile! This white wine went beautifully with the baby, free-range chicken my daughter and I ordered – a house specialty.
Since hotels have the latitude to mark-up wine as much as three times their cost, there is a significant profit margin there to mine. Furthermore, hard liquor offers even a greater opportunity to increase the bottom line. So it pays to have an educated sommelier and waiter quick to offer the house specialties.
Hotels should make sure they have sommeliers with personality to go with their knowledge – the soft sales touch is what is required. And a boutique PR firm that knows how to spin beverages into brand building.