Drink and Drive Sales

VARIETY MIGHT VERY well be the spice of life, but as seasoned chefs can confirm, too much of a good thing often ruins the pot. The perfect accompaniment deliciously complements, without overpowering, a main course. Not unlike the contents of the kitchen spice rack, “Drinkware comes in many different sizes, colors and price points, so it makes a perfect option in almost every distributor presentation,” said Brian

P. Padian, vice president of inside sales at Tustin, California-based Logomark. Yet, in creating success-ful drinkware promotions, distributors can benefit from the discretion, foresight and planning of the most elite culinary artists to find the right fit for their

particular sales pitch. Read on for a rundown that will ensure every promotion is in good taste.

RAISE A GLASS

“Glassware has a high-perceived value at [an] affordable cost in most cases,” said Sharon Simon, president of AAA Glass Corporation in Los Angeles. Though, for obvious reasons, distributors might shy away from glass items in favor of more durable styles, Simon noted a resurgence in its popularity over the past three or four years. Glass can work equally well with more upscale promotions, as well as simple giveaways. Its effectiveness can be contributed to, “the familiarity of the items, the universal utility and price,” she maintained.

Can include: Champagne flutes; wine, shot or margarita glasses; pilsners and other specialty bar items Great for: Bars and restaurants, charity events, souvenirs, colleges Imprinting options: Simon pointed to direct screening (in which colors are applied through a fine mesh screen) as the most popular glass-imprinting method, because, “you can get the most color onto the ware,” she said. Logos also can be

applied as decals, as well as cut directly into the glass (etching). Plan the promotion: Pairing comes naturally with these items. “People appreciate having glass sets, be it tumblers or stemware or even glass mugs,” Simon said. For greater impact, match the sets with liquor, chocolate or T-shirts (for a more casual end-user).