Page 98

HOW TO LEAD A TASTING 202 ADVANCED TECHNIQUES WRITTEN BY TIM KNITTEL

YOU’VE

A

CRAFTED

sampling is handing out shots. A tasting is a performance and — if done properly — has the potential to be an experience that is entertaining, informative and enjoyable for your guests while generating value for your business.

YOUR

In my article “Distillery Visitor Experience Part 1” in the Spring 2017 issue of Artisan Spirit Magazine, I covered the basics of how to lead a tasting:

PRODUCTS.

>>A “tasting” is an experience of flavor.

NOW

>>A comprehensive flavor message encompasses

CRAFT THE EXPERIENCE OF TASTING THEM. 98 

nose/aromatics, mouthfeel, front palate, midpalate and finish, plus category positioning.

>>Tastings

have various goals including bottle sales, digital follows, new account activations, cocktail menu placements, earned media, brand awareness, and more.

>>Audiences can range from category novices to enthusiasts or industry (trade/media).

>>Time available can be very short to very long. >>The

triple sip method allows overcoming the high-proof burn.

>>Control

is critical because you as the tasting guide are determining how the audience will ultimately relate to your product.

Here we’ll look at advanced techniques to set your tastings apart from your competitors. WWW.ARTISANSPIRITMAG.COM

Profile for Artisan Spirit Magazine

Artisan Spirit: Winter 2018  

The magazine for craft distillers and their fans.

Artisan Spirit: Winter 2018  

The magazine for craft distillers and their fans.

Recommendations could not be loaded

Recommendations could not be loaded

Recommendations could not be loaded

Recommendations could not be loaded