You will be required to arrive at least 15 minutes prior to the start of your tasting. Depending on the store policy, you may be required to purchase the product as soon as you arrive. Setting up the barrel or table display usually involves grabbing additional bottles of product to hand sell and enough ice to last you through your shift.
According to TABC, Texas Alcohol Beverage Commission, you are not allowed to open the bottle until the scheduled start time. However if you plan to create a cocktail mixture to serve during your tasting, we highly recommend tasting a very small sample to ensure it tastes great.
Taking this step of precaution can help you avoid taste-based objections when you try to sell a customer on the product.
We require a product folder that contains information about the spirit, that should be shared with every customer that samples your product. This visual aid not only helps you hook in these taste testers, but it also serves as a great point of reference when describing the aroma, texture, taste, and history of the spirit.
It’s very important to note that the point of the demo is not to get your potential customers drunk. The idea is to allow them to sample just enough so that they get a taste of the alcohol you’re promoting. Using a combination of the product folder, the tasting, and different sales techniques that we teach you, you can expect for some customers to buy and others, not.
Since the demo usually lasts 3 hours, there will be both busy and slow periods in foot traffic. Other brand ambassadors from other promotion agencies may also be handing out samples of their product.
The Break Down
Make sure you clean your designated area and put any leftover bottles on your barrel or table, back on the shelf from where you pulled them. You are able to dump out any leftover ice in a sink and take home any open demo bottles after paying for them.
Be sure to thank the liquor store employees for their help during your demo to build good relations for the next time you work an event at that store location.
While this close-up only focused on the general flow of a typical shift, keep it mind that every shift will be different. Demographics and seasonality will play as major factors to how well you sell; but using our tried and true selling techniques, we are confident you will rock out every demo!
Interested in learning more about becoming a Dragon? Hear what our founder, Lamar Romero, has to say about becoming a dragon!
Be A Dragon