Perception in Bars / of Beverages

This is a somewhat important post, as in hospitality there are very little absolute values.
It is important to know, that perception has always a huge impact in people's assessments and as much as we [from a technical point of view] like to be uninfluenced by it, we just can't be unaffected by perception. The best strategy is, to know about the very own perception and put everything into perspective.

Personally I like to see me [as everybody himself] independent and not manipulated by marketing, the press, by other people. However I do have a weakness for fancy, sophisticated, elaborate and "individual" things [do you remember the quote from "Life of Brian" »...you are all individuals.« - »Yes we are all individuals« - »I'm not!« - it is a bit like that, lol].


To fight your inner demon, who suggest non-objective impression is a constant struggle. But it is important, if you are working in the service industry. Only if you are aware of this demon, you can use it for your [and especially your employers] own advantage.

See... vodka is a prominent example for it. The differences between quality vodkas [from a price bracket between 10 and 30 Euro] is negligible. The big difference makes the projection of the marketer. You can only utilize it, if you know, which marketing is more successful. Brands, which are not successful [or targeted to an audience, which is not frequenting your venue] you won't list - unless this brand is giving you an advantage [marketing money, very good price, special events - and in the best scenario, a combination of all].

Even the sales of Scotch, which is usually sensory very distinctive, is more driven by perception than by pure taste. The rivalry between Chivas Regal 12 years old and Johnnie Walker Black Label is not very logical, if it comes to taste only - both products are very different: Chivas is quite malty and focusses more on Highland and Speyside malts; Black Label however carries its bold character of Islay malts, which makes it pretty peaty/smokey. But most people don't care - because they are hooked up by their perception and by the brands.

You have to understand one thing: Perception even influences your taste - big time!

Another point is, that perception doesn't come only from the marketing from a specific product. It comes from the way you grown up [often people are distancing themselves from brands their parents - but tend to be attracted by their grandparents choices].
Family, friends and other relationships are always influencing us in our choices.

Again - we should try to be open minded, fight our own perception and use the diverse influences to our advantage!

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