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The Most Interesting Beer Campaign in The World? PDF Print E-mail

Tags: ads | beer | commercials | Dos Equis | drinking culture

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Drink Cool - Beer thoughts
Written by Francis Pruett   
Friday, 16 January 2009 23:58

Ladies and gentlemen, I urge you to expose yourself to The Most Interesting Man In The World, a growing cult phenomenon. I could describe him, but it would be better to relay what and who the man is from the source. To wit:

 

Those if us living in the United States have been treated recently to a truly creative series of commercials by the importers of Mexico's "Dos Equis (XX)" beer featuring not just the details of this character's life, but also his views. The product pitchman has cleverness and depth, a refreshing change for campaigns targeting Americans who drink beer.

Unlike some American-aimed strategies, The Most Interesting Man in The World comes with an international flair and pedigree that may just reach the world around. The campaign was created by Euro RSCG Worldwide. The agency's campaign website lays it all out.

"Here was the opportunity for Dos Equis: as a brand with an unusual, original and underground status, it could become an outward sign that its drinker was decidedly not average.  Dos Equis could become the symbol of a life more interesting.  And we would share this truth through The Most Interesting Man in the World."

The first ads, in radio, television and print, sport a latin-accented man of unending and ever-multiplying talents, and features clips of his history of derring-do, interviews and relations of his experiences, and a number of bits offering advice to those who would be interesting. The first video piece introduced the American audience to "TMIMITW" with a simple sequence of images from his life and a voiceover:

 

From there, the agency and Dos Equis have managed to roll out a huge number of short ads, some of which are available on youtube. You can find them handily collected at the end of this article.

Euro RSCG Worldwide did far more than produce a few videos and print and radio spots. "Stay Thirsty, My Friends" is not just the MIM's pitch, but his web address. More video, including a very amusing mock interview and some other video pieces, is available there. Also available are a number of minigames related to the mythos of TMIMITW, as the web has dubbed him.

To top the phenomenon off and lead overly curious souls like myself down even more convoluted rabbit holes, Dos Equis also paid for a 6-part series on "Behind Interesting," shot in the style and tone of "In Search Of" from the 1970s. It's worth the time to check out, if only to see how very complete this humorous, very creative and highly successful campaign really is.

How successful? According to Euro RSCG, the campaign has been a resounding success.

"Full year case sales are up 20% and total dollar sales are up 33.7% vs. YAG - significantly exceeding the 2.7% category growth rate (Nielsen). Sales in TV markets are outpacing sales in non-TV markets, 21.1% and 15.7%, respectively. Velocity gains for the Dos Equis franchise are 45% and an incredible 85% for lager, which is featured in the campaign."

We are drinking a lot more Dos Equis, it appears, than we ever did before. But of most note is the results in television markets, showing how well-received the video segments have been. But why? I surprisingly agreed with the strategy the agency laid out.

"He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."

And, in my opinion, he (as portrayed by actor Johnathan Goldsmith) does this very well, as the following clip collection shows:

 

But to be direct, it is the very normalness of the man's adventures and his attainable status that makes him compelling. He does what he sees fit to and makes what he wants his own. And if that means Dos Equis hitches itself to that which makes a man interesting and points out a simple set of principles with their tongue firmly planted in cheek, then I can make a six pack or two my own once in a while.

Of course, this because, "I do not always drink beer, but when I do, I prefer it to be... interesting."

Last Updated on Thursday, 12 February 2009 00:19
 
Mastering the bartending interview PDF Print E-mail

Tags: bartending | employment | job interview

Bar Resources - Bartending Tips
Written by Jeffree Benet   
Tuesday, 03 February 2009 19:25

We’ve all been on job interviews that make us nervous, you know, that dry mouth feeling, palms that won’t stop sweating, your heart beating so fast it feels like it is going to pop out of your throat!

For most people in the service industries, interviews are stressful. Just thinking about them can make you anxious and nervous, and you get even more nervous knowing this is not the impression you want the bar manager to get, especially when you know in fact that you’re a very cool person!

For many, getting a bartending job is a last resort when other things don’t pan out. Rents are due, credit cards are maxed out and with the fierce competition in this industry, the last thing you can afford is to “bomb out” during the interview.

If you’re reading this, you’ve probably already been through the above scenario. After the interview, all the things you should of said come to mind, but by then, it’s too late. The fact is, how you perform during the interview is what gets you the job.

And with so many things beyond your control, you need to find a way to stop working against yourself. So BarmanGude.com will show you how to be in top form and total control during the interview process, so landing a job and leaving the competition in the dust will come easily and effortlessly!

1) Dress The Part

James Bond always looks good, even after walking out of an exploding building. Why is that? He dresses the part. Take a tip from the Brit Martini swiller and dress as though you already have the job.

Present yourself to the interviewer just like you’d look like behind the bar... making it more probable they’ll see you in the job as a natural fit.

Don’t forget that this is the service industry, so unless you’re applying at the poshest hotel bar, there’s really no reason to show up in a tuxedo. This just comes off as trying too hard, and you won’t fit the visual role the person hiring you has in mind.

2) Eye Contact

Bartending is a people business, so if you have a hard time making eye contact with the interviewer, you might want to consider another occupation. Studies have even shown that service staff that make eye contact with customers get better tips, so don’t be shy!

It also plays to judgments about your honesty.

If you constantly look at the floor or off to the side when answering questions, they’ll be left with the impression that you’re not truthful at worst, or lacking confidence at best, a trait not found amongst any bartender worthy of the title.

So sit up, be bold, and look the person square in the eye when answering, and even more importantly, when listening to what they’re saying. This takes practice, but once you make a habit of it, you’ll find it’s easy, and not only that, you’ll communicate better and understand people better.

3) Strut your stuff

Confidence is more than bragging, it’s something that comes from talent and skill. There’s no better way to sell yourself to a prospective employer that to “act as if....” Act is if you are the best bartender this person has ever seen, but do it naturally, or you’ll come off as cocky.

Radiate professionalism when going into the interview, with an attitude that you have the aptitude.

When the adrenaline kicks in you’ll be surprised at what a boost it gives you! No matter how much you practice in advance, you’ll discover a depth to yourself that you might not have known was there. And that’s exactly the type of energy that good bar managers and owners are looking for.

4) Get to the point

Mumbling, whispering and speaking in incomplete sentences, or the flip side, talking too much, are all bad communication methods and should be avoided at all costs. Just be clear, direct and as to the point as you possibly can. This doesn’t mean to be curt or brusque, just answer the questions without over doing it. Time-starved interviewers will always appreciate this, and allows them to focus on the important aspects of what you bring to the job.

5) Interview the interviewee

Be proactive by asking questions about the job, it imparts the feeling that you are a person with standards and more deliberative. Nothing’s worse that a one-sided interview, and you’ll leave the interview feeling like you’ve gotten something out of it, even if you didn’t get the job… knowledge you can use at the next interview!

It also lets you get a feel if this job and person are suitable for you to work on, after all, the interview is just one day on the job.

It’s best to come prepared with a few of questions of your own to ask the interviewer… of course, they are the ones in the position of control, so don’t making it into a quizzing contest, just be sure to balance things out.

This shows professionalism, experience, and awareness, the three most important considerations of any barkeeper. Good luck!

Last Updated on Tuesday, 03 February 2009 19:35
 
Substitutes, slangs, abbreviations, mixes, decorations and other things bartenders should know PDF Print E-mail
Bar Resources - Bartending Tips
Written by Jeffree Benet   
Monday, 02 February 2009 07:46

Substitutes, slangs, abbreviations, mixes, decorations and other things bartenders should know

COMMON SUBSTITUTES

1. Creme De Almond or Creme De Noya.

2. Galliano, Roiano, Florentino and Neapolitan.

3. Kahlua, Creme De Cafe, Tia Maria, or any Coffee Flavored Liqueur. (Note Never Use Dark Creme De Cacao In Place Of any Coffee Liqueur.)

4. Drambuie 80 Proof, Loghan Ora 70 Proof and Grandtully 53 Proof.

5. Pernod, Herbsaint.

6. Green Chartreuse 110 Proof, Dryer In Taste Than Yellow Chartreuse.

SLANG TERMS

MAN - Means Manhattan.

PLAIN - Means Water.

ROCKED - Means Lowball with Ice.

LIGHT Means Less on Sweet part of Drink.

SWEET - Means 7up or go more on Sweet part of Drink.

DRY - Means Charged Water.

DRY OR EXTRA DRY - On a Martini or Man etc. Means less Vermouth.

BEER WITH - Means Beer with a Glass.

GINGER - Means Ginger Ale.

FORGET THE GARBAGE - Means No Fruit.

MARTIN - Short for Martini.

MONEY - Means Plain Pop.

COLLINS - Is a Tom Collins.

SLING - Is a Singapore Sling.

VIRGIN - No Alcohol.

NAKED - No Vermouth.

SPLASH - Means splash of water.

BAR MIXES

1. Water or Plain

2. Soda, Charged Water, Seltzer, Dry, Sparkling Water and Carbonated Water, All Mean The Same.

3. Quinine Water or Tonic, (Many Customers Ask For Scheppes Which Is A Brand Name Tonic.)

4. 7-Up, Sweet or White Soda

5. Sour (Lemon Sour)

6. Ginger Ale

7. Coca Cola

8. Orange Juice

9. Lime Juice

10. Tomato Juice

11. Snap-E-Tom and Mr. & Mrs. T's Mix (Both Are Tomato Juice With Hot Ingredients Added.)

12. Grapefruit Juice

13. Milk, Half & Half, Sweet Cream or Ice Cream

DIET OR LOW CALORIE MIXES

1. Water

2. Charged Water

3. Diet Cola

4. Fresca

5. Tab

COMMON ABBREVIATIONS USED

J & B Scotch (Not Jim Beam Whiskey)

V.V.0 Martins Scotch

C.B. Christian Brothers Brandy

V.S.Q. Coronet Brandy (Means Very Special Quality)

7 Crown-Seagrams American Whiskey

A & A Ancient Age American Whiskey

C.G. Chapin & Gore American Whiskey

V.0. Seagrams Canadian Whiskey

C.L.C. Canadian Lord Calvert

C.C. Canadian Club

G.T. Gin & Tonic

O.J. Orange Juice

P.B.R. Pabst Blue Ribbon Beer

DECORATIONS

1. Lemon Twist

2. Lime Piece

3. Orange Slice

4. Cherry

5. Filbert or Hazelnut

6. Olive

7. Anchove Olive

8. Pickled Mushroom

9. Pearl Of Onion

10. Cinnamon or Nutmeg

11. Cinnamon Stick

SUBSTITUTES FOR SUGAR OR LEMON JUICE

Sugar

1. Powdered

2. Granulated

3. Cube

4. Simple Syrup (One Can Be Substituted For The Other.)

Lemon Juice

1. Lemon-Juice

2. Fresh Lime

3. Sweet Sour Mix (Can be substituted in place of lemon juice or fresh lime.)

4. Sweet Sour Mix is 1/2 Simple Syrup & 1/2 Lemon Juice mixed together.

Last Updated on Monday, 02 February 2009 07:50
 
Alcoholic Proof Guide PDF Print E-mail
Bar Resources - Glossary of Terms
Written by Jeffree Benet   
Monday, 02 February 2009 06:46
Different drinks pack different punches, so here's the Witty Barman's Guide to Alcohol Proofs of popular brands...
STRAIGHT WHISKEY   PROOF
Ancient Age   86
Benchmark   80
Early Times   80
I.W. Harper   86
Old Grand Dad   86
Sunny Brook   80
Walker's Deluxe   80
Wild Turkey   101

BONDED WHISKEY   PROOF
Old Fitzgerald (Sour Mash)   100
Old Grand Dad   100
Old Taylor   100

RYE WHISKEY  

PROOF

Jim Beam   86
Old Overholt   86
Rittenhouse   86

IRISH WHISKEY   PROOF
Bushmills   80
Dunphy's   80
John Jameson   80
Murphy's   80

CANADIAN WHISKEY   PROOF
Black Velvet   80
Canadian Club   86.8
Canadian Lord Calvert   80
Canadian Mist   80
Crown Royal   80
Grande Canadian   80
McMasters   80
Royal Canadian   80
Seagram's Vo   80
Windsor   80

STRAIGHT WHISKEY SOUR MASHES   PROOF
Cabin Still   86
Chapin & Gore   86
George Dickel   90
Jack Daniels   90
Jim Beam   80
Old Crow   86
Ten High   80
W.L. Weller   90


BLENDED WHISKEY   PROOF
Calvert Extra   80
Corby's   80
Cream Of Kentucky   80
Fleishmann's   80
Kessler   80
Schenley Reserve   86
Seagrams 7   80
Sunny Brook   80

SCOTCH WHISKEY   PROOF
Ballentines   86
Black & White   86.8
Chivas Regal (12 Year Old)   86
Cutty Sark   86
Dewars White Label   86.8
Glenfiddich   86
Glenlivet   86
Grants   86
Haig & Haig Pinch (12 Yr Old)   86
J & B   86
Johnnie Walkers Black Label (12 Year Old)   86.8
Johnnie Walkers Red Label (8 Year Old)   86.8
Martins V.V.0   86.8
Passport   80
Pipers   86
Seagram's   100
Teachers Highland Cream   86
Vat 69   86

VODKA   PROOF
Smirnoff   80
Smirnoff Blue   100
Smirnoff Silver   90.4
Stolichnaya   80

RUM   PROOF
Bacardi Dark   80
Bacardi Light   80
Myers's Dark   80
Myers's Light   80

GIN   PROOF
Beefeater   92
Bombay   86
Fleischmann's   80
Tanqueray   94.6

BRANDY   PROOF
Christian Brothers   80
Coronet   80
Metaxa   84
Mr. Boston 5 Star   80

COGNAC BRANDY   PROOF
Courvoisier   80
Hennessy   80
Martell   80
Monnet   80
Remy Martin   80

FLAVORED BRANDY   PROOF
Apple   70
Apricot   70
Blackberry   70
Cherry   70
Coffee   70
Ginger   70

LIQUEURS FLAVOR PROOF
Amaretto Apricot & Almond 56
Anisette Sweet Licorice 50 To 60
B & B Dry Spicy 86
Baileys Irish Cream Sweet Cream 34
Benedictine Sweet Spicy 86
Cheri - Suisse Chocolate Cherry 52
Cherry Herring Cherry 49
Choclair Chocolate Coconut 54
Cointreau Sweet Orange 80
Creme De Almond Almond 54
Creme De Banana Banana 54
Creme De Cacao Dark Sweet Chocolate 54
Creme De Cacao White Sweet Chocolate 54
Creme De Cafe Coffee 54
Creme De Menthe Green Sweet Mint 60
Creme De Menthe White Sweet Mint 60
Creme De Noya Almond 54
Curacao Blue Sweet Orange 54
Curacao Orange Sweet Orange 54
Curacao White Sweet Orange 54
Drambuie Scotch & Honey 80
Florentino Sweet Licorice 70
Frangelico Hazelnut 56
Galliano Sweet Licorice 70
Grand Marnier Orange Cognac 80
Grandtully Scotch & Honey 53
Green Chartreuse Spicy & dryer 110
Herbsaint Dry Licorice 90
Irish Mist Spicy 90
Kahlua
Coffee 53
Loghan Ora Scotch & Honey 70
Midori Melon 46
Neapolitan Sweet Licorice 70
Ouzo Licorice 90
Pasha Coffee 60
Peppermint Schnapps Peppermint 60
Pernod Dry Licorice 90
Praline Carmel 40
Roiana Sweet Licorice 70
Sabra Chocolate Orange 52
Sloe Gin Sweet Fruity 60
Southern Comfort Peach 80 To 100
Strega Dry Orange 78
Tia Maria Coffee 63
Triple Sec. Sweet Orange 60
Vandermint Chocolate Mint 52
Yellow Chartreuse Spicy 86
Yukon Jack Dry Spicy 100

Last Updated on Monday, 02 February 2009 07:48
 
TIPS® Alcohol Awareness Program PDF Print E-mail

Tags: drink driving | glossary | responsibilty | tips

Bar Resources - Glossary of Terms
Written by Joe Bodia   
Monday, 19 January 2009 11:23

The TIPS® Program provides graduates with intervention strategies for handling difficult situations. Also beneficial in third-party liquor liability lawsuits, providing a 'reasonable efforts' defense. Most American clubs and hotels require their bartenders to complete an alcohol awareness program. 

Last Updated on Monday, 19 January 2009 11:25
 
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