"One Singapore Sling™, please!"

Johnny Pålsson
Communicator

Big brands have realized there is money to be made by putting marketing resources into promoting one unique product. You think of some famous hamburgers with the surname Mac? Good, you catch the drift! Now, onto the bar.

Walk into any major chain restaurant in the US or rest of the world, and you'll see the staff pushing that restaurant's own particular cocktail or other specialities. The savvy operators of these establishments understand that there are three great reasons to develop a signature drink.

Firstly, these drinks are very profitable. The establishments cited above have a theoretical pour cost of less than 10 percent. This means that every time they sell one of these drinks, the operator sees his beverage costs fall and his profits shoot up.

Secondly, the staff is trained to sell signature drinks. In fact, they sell so well that they're a large part of their sales mix. Generally, a popular signature drink should make up around ten percent of any bar's alcohol sales. The combination of a high-volume drink that also carries an exceptional profit margin can have only one result: incredible profits.

And thirdly, selling a unique and delicious drink will enhance customer loyalty. If your guests love your signature drink and can't get it anywhere else, they'll end up becoming your favourite kinds of customers: regulars. Think about an example: Which hotel in Singapore do you think of when I mention the Singapore Sling?

Jonny Pålsson
Bartender