4 Reasons the Red Bull "Perfect Serve" Will Build your Bar Program
Feb. 10, 2015
When your customer orders an energy drink, the last thing he wants to encounter is one poured from the spout of a gun. Since its introduction to the US market in 1997, Red Bull has set a high president as an energy drink whose merchandizing and serving standards both protect and propel their brand forward. One chief standard of the original energy drink is what’s called the Red Bull "Perfect Serve" —a serving practice that involves presenting the entire can (cracked open and un-poured) to the consumer when ordered—allowing them to control their pour and sip the beverage in its iconic can.
This simple practice can impact your bar’s premium image while driving volume, profits, and efficiency. After consulting several Red Bull on premise sales managers and champions, we’ve compiled a list of five ways that the Perfect Serve matters to your establishment:
Take your Volume by Sales by the Reigns: Simply put, presenting a full, freshly cracked-open can of Red Bull to a customer maximizes your sales by volume opportunities. According to Red Bull Chicago’s Jake Thomas, the Perfect Serve has a lot to offer an on premise account as it is "Maximizing profits, engaging customers, and driving volume one perfect cocktail at a time."
Premium Fuel for your Profits: Putting the can in the hand of your consumers is an effective way to keep customers energized, alert, and ready to continue their stay at your establishment. When asked about the importance of the Perfect Serve for on premise sellers Red Bull’s Cameron Crummie said, "By increasing the visibility of Red Bull through Never Pour/Perfect Serve, sales are driven and profits increased through consumer impulse purchases."
Exercise your Efficiency: Observing the Perfect Serve cuts-down on the preparation time of bar transactions. Eli Johnson of Red Bull’s Chicago office says, "Never Pour encompasses all the best highlights of the on premise: premium image, customer value and efficiency." Think about it: simply cracking open a can of Red Bull for a consumer takes less time than icing a glass and mixing with an alcoholic base. Implementing the Perfect Serve maximizes service time ensuring that more drinks can be made.
Inspire Loyalty Amongst Influential Millennials: According to ACMT.com, energy drinks are regularly consumed by 34% of the 18-34 year-old US population. These consumers (commonly referred to as Millennials) pride themselves on selecting the restaurants and bars where they spend their dime with purpose and represent their standards and branding loyalties. By pouring a customer’s preferred spirit over ice and "putting the can in their hand", you are empowering your emerging consumer as an individual, something Red Bull’s elite group of customers expects from the establishments with which they are loyal.
What's Next?
The recent launch of the Red Bull Yellow Edition offers a great opportunity to revitalize your establishment's Red Bull program and activate the Perfect Serve.Contact your Wirtz Beverage Illinois sales consultant to become one of the first on premise sellers to carry the Yellow Edition.
