The Corks: Tips That Rock

Consumer Activation Target
Casual Dining Servers

Challenge
Develop a fun, engaging wine training toolkit for casual dining servers who are relatively inexperienced with wine.

Solution
Create a toolkit with elements that are centered on the basics of wine education, and delivered in a unique engaging way that hits home with the target market…music. So now, learning about wine becomes a rockin’ good time.

To make this process as easy as pressing “play,” we developed the wine toolkit, to arrive in the familiar form of a music CD package. Each element served the purpose of providing Wine Education, Wine Sales Training & Tools and Wine Service Training to simplify the sometimes inundating facts about wine. The CD itself featured custom short songs about wine, with easy to remember lyrics, plus helpful serving tips. Of course, the name of this CD album is Tips that Rock. And it utilized classic rock imagery around an original band logo based on the Foster’s name.

Results
The servers feel motivated to suggest and sell wine to restaurant guests, because they are confident in their wine knowledge, and they know they will reap the rewards in tips.