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Training Your Tasting Room Staff

August 26 @ 12:00 pm - 2:00 pm

The power of passionate persuasion and the craft of story selling.
Liquid to lips! This once was the battle cry for any spirits brand.
The thought behind it being, well our product is superior in quality and taste. All we need to do to sell it, is to get people to taste it. This tactic/approach is indeed a valid one, but it is only part of the successful brand equation. Just getting folks to try a thing, does not make them a fan.
Establishing a connection, deep rooted in emotion is key.
How to capitalize on a willing and often times, paying audience in your tasting room is of the upmost importance.

Andie Ferman has been a brand ambassador for two of the oldest craft distillers in the US, St. George and Hotaling.

“I will share my keys to building up your Liquid Marketing arsenal, creating a truly amazing tasting room experience for your soon to be fans and forever changing the first impressions made of your brand.”

Training your staff to KNOW your products in and out is a must. These folks on the front line must be the very best of brand ambassadors, because that is what they are, they can make or break your guests’ experience. In addition to ensuring the team knows the WHY, (the STORY behind the brand), the WHAT, (what are the products being offered and what defines them) and the HOW it is all made, (from soup to nuts) these folks really must be trained in the fine art of hospitality.

Hospitality is defined as the “friendly and generous reception and entertainment of guests, visitors or strangers.”

Without this key component, people simply won’t connect with the brand and you will have lost out on reaping the rewards of having invested so much in a fancy tasting room, and crafting fabulous products. When building a brand it’s all about the people, the humans, the team. It always has been and always will be.

There is a way to approach building your Liquid Marketing experience at your facility that will place you on the path to great success when it comes to building your brand. Your tasting room is of vital importance when it comes to your growth, to dismiss it, or ignore it, is to leave a large piece of the puzzle missing from the box. Learning from the vast experiences of others and building on their failures and successes will give you the confidence and leverage you need to really take your small craft business to the next level. Invest heavily in your Liquid Marketing, grow your brand through the passion of your tasting room team.

This session will focus primarily on hiring and training your staff to be communicators of your brand story, and also on the best practices of setting the stage (furniture, lighting and glassware, etc) to create a unique magical  guest experience.

Click here to view the schedule of the ADI Conference



August 26
12:00 pm - 2:00 pm
Event Category:


Andie Ferman


Baltimore Convention Center