Case Studies

Brand building through bourbon

Lobster Ink
March 11, 2024
March 15, 2024
3
min read

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When a multinational hotel group identified an emerging beverage trend as a way to elevate their brand experience, empowering and motivating their teams with new knowledge was critical.

The Challenge

Historically, hotel lobbies are unexciting. However, due to their easy accessibility from the street, this area was identified as a key driver in making a well-established multinational hotel group more contemporary and appealing to a broader audience.  

With the help of leading experts, our customer identified an emerging bourbon trend as the ideal way to attract new customers while offering a unique and innovative beverage experience. But to convince corporate to roll it out across every property would require proving its potential in delivering real returns.

The Solution

Lobster Ink was chosen to develop a pilot online bourbon training program for bartenders and service teams. One of the core objectives of the curriculum was to excite the teams about the new beverage offering, empowering them with new knowledge and skills with which to drive revenue.  

We worked with leading subject matter experts, and even shot on location in Kentucky, to learn everything there was to know about bourbon. We then packaged this knowledge into an interesting and engaging online learning program that would inspire every learner.  

In combination with a new interior design direction—a reimagining of the lobby as a work, drink and eat space—Lobster Ink training was assigned to the brand’s frontline teams. In addition, reporting was set up to accurately measure learner engagement and performance during the pilot period. This would later be mapped to bourbon sales and revenue to prove a tangible benefit of learning.  

Armed with the knowledge they needed to provide expert service, the lobby was transformed from a glorified waiting room into a contemporary and cool bourbon bar. This attracted a new, younger clientele which directly correlated to an improved bottom line.

The Results

  • The pilot program resulted in a 22% increase in bourbon sales at participating hotels
  • The launch of bourbon bars resulted in significant PR coverage for the brand
  • Participating hotels also saw an increase in overall cocktail sales
  • Lobster Ink bourbon training is now required brand training for owned/managed properties
  • The idea of a ‘bourbon bar’ has since been replicated by leading hotels groups worldwide

Book a call with one of our experts to discuss your custom training solution today.

Share this post

When a multinational hotel group identified an emerging beverage trend as a way to elevate their brand experience, empowering and motivating their teams with new knowledge was critical.

The Challenge

Historically, hotel lobbies are unexciting. However, due to their easy accessibility from the street, this area was identified as a key driver in making a well-established multinational hotel group more contemporary and appealing to a broader audience.  

With the help of leading experts, our customer identified an emerging bourbon trend as the ideal way to attract new customers while offering a unique and innovative beverage experience. But to convince corporate to roll it out across every property would require proving its potential in delivering real returns.

The Solution

Lobster Ink was chosen to develop a pilot online bourbon training program for bartenders and service teams. One of the core objectives of the curriculum was to excite the teams about the new beverage offering, empowering them with new knowledge and skills with which to drive revenue.  

We worked with leading subject matter experts, and even shot on location in Kentucky, to learn everything there was to know about bourbon. We then packaged this knowledge into an interesting and engaging online learning program that would inspire every learner.  

In combination with a new interior design direction—a reimagining of the lobby as a work, drink and eat space—Lobster Ink training was assigned to the brand’s frontline teams. In addition, reporting was set up to accurately measure learner engagement and performance during the pilot period. This would later be mapped to bourbon sales and revenue to prove a tangible benefit of learning.  

Armed with the knowledge they needed to provide expert service, the lobby was transformed from a glorified waiting room into a contemporary and cool bourbon bar. This attracted a new, younger clientele which directly correlated to an improved bottom line.

The Results

  • The pilot program resulted in a 22% increase in bourbon sales at participating hotels
  • The launch of bourbon bars resulted in significant PR coverage for the brand
  • Participating hotels also saw an increase in overall cocktail sales
  • Lobster Ink bourbon training is now required brand training for owned/managed properties
  • The idea of a ‘bourbon bar’ has since been replicated by leading hotels groups worldwide

Book a call with one of our experts to discuss your custom training solution today.

Share this post

Sign up for a
free 14-day trial

Experience our platform and off-the-shelf learning content with a 30-day free trial.

Sign up for a
free 14-day trial

Experience our platform and off-the-shelf learning content with a 30-day free trial.