67 Pall Mall’s Post

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Daily Dollop of Wallop #68 "Having a clear idea on what your wine list NEEDS to look like is completely different to what you WANT it to look like" These are some very simple but steadfast words that I said to a client on Thursday afternoon (right before I sank my first pint of many IPA's before the footy). She phoned me and told me that the list that I had just helped them build wasn't working that well. So, I asked her to give me a list of reasons why it wasn't working, but not starting with the hard numbers first. She basically stated that she changed a couple of wines around and put in place a few bottles that she loves and wants her guests to love as well. Whilst her lateral thinking was nothing outwardly wrong her vertical thinking was the issue. Here are the sticking points to this 'move' she made (by the way, I asked her permission to write this): 1. She was thinking about what she would like to see happen without prior research into what her guests want. Simple, old school locality market research would have sufficed here and probably changed the outcome 2. Disrupting for the sake of disrupting. The notion of 'switching' things up to stir a little intrigue and excitement, whilst well intentioned, was not properly thought out 3. Simple maths (I am no number genius I should add). The customer price of the wines that were changed were far higher than the previous and so people will always have an issue spending, regardless of story or reasoning. Too much too soon. The fabulous thing is that she is so open minded and open to ideas, to which In am too. Sometimes though, that train of thought can get fast furious to the point of implementation and then boom, it could be an instant put off. So, we spoke, we changed a couple of things back around again but she was still able to implement her changes and I also created a 'Thought Template' for her and the team where all ideas around menu changes could be laid out. My last bit of advice was to try and not have a whole bunch of ideas and the share them around a table and go all 'decision by committee'. Never works. Not in my experience anyway. Leverage your beverage :)

MOUTON ROTHSCHILD 1928. AND CHIPS. I had, maybe, the best job in the world. Creating brands. And aside from the wonderful travel, from Stockholm to Sydney to Salvador, and the agony and ecstasy of trying to solve problems, we had a lot of fun too. IDV, for years my most significant client, had a strong wine culture when I started back in the early 1970s. The place was littered with Masters of Wine and 'Hooray Henrys', who held their glasses firmly by the stem and sneered at brands like Le Piat d'Or. (That wine earned me the reputation of having 'the palate of a plumber'.) To wind up these oenophiles (wine buffs) my client, Tom Jago, and I conjured up a cunning plan. Tom produced a bottle (empty) of Mouton Rothschild 1928 which was lying around in his office. We decided to fill it with a modest but respectable Spanish wine called Lagunilla. We placed the 'impostor' wine on our table in the company canteen and quaffed it irreverently with our lunch of beef casserole. And chips. The MW's and 'Hooray Henrys' boggled as they passed our table! Mouton 1928 at lunch time in the company canteen! With chips! I think Tom was taken to task by one of his directors when the story circulated. That kind of lavish entertainment of suppliers (as I was) did not go down well! For more stories like this one, and quite a few serious case histories, check out my book on thatshitwillneversell.com and order a copy on Amazon. It's a great deckchair read. #humour #finewine #drinksbusiness #ideas #creativity #humor

Daily Dollop of Wallop #66 Had a call with a long standing client (of sorts - he is a mate who owns a few different types of bars in East Sussex and he asks me for wine advice, and pays me for it. So hang on, yes indeed, a client!) yesterday morning and after the managers meeting that he holds every Monday, he mentioned to me that the wine list at his smaller venue in Brighton, is the best in town. I interrupted him mid flow and asked "according to who?". He answered "well, we think it's the best, we decided. You look at others round The Lanes and we think ours is the best". It angered me. In short, I advised him never to use the phrase 'the best' unless you have the agreement in the form of metrics, from your competitors to enable you to decide on who the best actually is. To simply declare yourselves 'the best' without any backup is careless and unsubstantiated but also, and most importantly, a COMPLETE TURN OFF. Most people are actually dissuaded from a venue when seeing a sign that reads 'best coffee in town' or 'best burger in the city' or 'best wine list around'. So, I advised him, after a mini argument, to use the word 'favourite' instead. To use this word, is unarguable. It is a far softer way to say that you are the 'firm favourite among guests for a glass of wine' than it is to say something more like the above. This little play on one principle can change things up. Keen to hear some thoughts on this. Leverage your beverage.

A few years ago, I witnessed a simple yet powerful persuasion technique at a restaurant in Madrid. A group of friends sat at a table, and the waiter immediately asked, "First off, what wine would you like – red or white?" What struck me was that they didn’t even think about wine before the waiter asked. Instead of asking if they wanted wine, he made it the next step: which wine they'd prefer. This technique is known as "anchoring." The waiter planted the idea of having wine, making it a given, and the guests simply decided on the type of wine. He didn’t manipulate, he just guided them towards a choice. This is a great lesson in marketing: framing a question in a way that makes your audience feel like they’ve already made a decision. It doesn’t guarantee a sale, but it increases the likelihood of conversion. It's about understanding your audience and meeting them where they are. #Marketing #SalesPsychology #Persuasion #Anchoring #CustomerExperience

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𝐖𝐢𝐧𝐞 𝐄𝐭𝐢𝐪𝐮𝐞𝐭𝐭𝐞 Guests: Unless the host asked you to bring a bottle of wine to the dinner party, it's best to make clear that your wine is intended as a thank-you rather than something that needs to be served with the dinner. You can say, "Thank you for having me, Hope you can enjoy this soon." Hosts: If your guest arrives with a bottle of wine, it's best to ask if they'd like you to serve it with dinner. If they say yes, serve the bottle whether it pairs with your meal or not. How do you handle this situation? https://loom.ly/lVcgsTo

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