DIAGEO LEBANON LEADS THE WAY IN MEETING CONSUMER EXPECTATIONS AS *****TAIL CULTURE EMERGES AROUND THE WORLD
The luxury drinks division of Diageo – the worlds leading drinks business ( Johnnie Walker, Smirnoff, Gordon’s Gin, baileys etc…) – has created the ‘Inspired Luxury programme to empower key trade with the knowledge and skills to maximize their luxury drinks offering in innovative, yet consistent ways, at the same time stimulating a ‘trade culture’.
After great success in London, Sao Paolo, Mexico City and Barcelona, the program was run on Tuesday June 13, 2006 in one of the fanciest bars in Beirut- The rooftop.
Hosted by Trade experts from London, who themselves have operated some of London’s award winning bars and restaurants, the educational and inspiring event will gather the best bar managers and key outlet staff, incorporating:
• Category and brand information
• Classic *****tail skills
• The mind & culture of the modern bartender
• The concept of luxury today and its relevance to the on-trade
• Creating theatre and serve experiences in the on-trade environment
• How to grow a trade culture
The super-premium spirits market sees substantial growth across the world as the *****tail culture well established in capital cities such as New York, goes global and is just beginning in Beirut. Style bars, hotels, restaurants and members clubs create fashionable, discerning environments for well-heeled guests, who seek to enjoy the finer things in life – from leather goods to cars to preferred luxury spirits – wherever they are in the world. Such world – class bars and restaurants may be found in cities like Beirut, yet understanding spirits as a ‘luxury choice’ is just emerging and the perception of the bartender as a credible expert remains relatively low. The experience that consumers’ receive, over and above simply the product, is at the heart of ensuring that the perceived benefits justify the price point that is being asked. The expertise of the trade is key in ensuring that consumers receive in outlet experiences worthy of luxury items.
Re-defining what consumers expect from luxurious drink experiences, in luxury cities like Beirut, the most informed guests are electing to enjoy *****tails, savouring the innovative creations of a new generation of mixologists (now seen in a similar light to the way chefs have evolved over recent years), while the bartender is increasingly considered the gatekeeper of valuable knowledge, imparting trusted guidance, as would a sales person in any other luxury retail environment.
Understanding the practice of this theory, Diageo Lebanon through this “Inspired Luxury” educational programme will ensure that consumers can receive the best experience worthy of luxury items