Brand Ambassador Manual
The In-Store Tasting Event
Objective of the Store Tasting
· As the face of Qui, your main responsibilty will be to introduce and educate as many potential customers as possible to Qui Tequila
· Build a good relationship with the store managers and employees
· Allow the store employees and management to hear the positive reaction to the product from unbiased consumers
· Represent the brand in a meaningful way
· Have customers take home a bottle (or several) of Qui Tequila
Initial Set Up
When arriving to the store, ask for the manager, introduce yourself and ask to be set up with an area to conduct the tasting. Your success at the store location can depend on your location within the store. Therefore, politely ask to be placed at the front of the store if possible.
2oz Cups (50-100)
The Approach - Introducing Customers to Qui -- PAV (Product, Awards, Value)
The Product: Start by introducing customers to Qui and why it is so unique
Customers should be approached as they walk into the store, and invite them to try a new sipping tequila: Qui, the World’s First Platinum Extra Añejo
Walk the customer through what an Extra-Añejo means: the rarest vintage of a tequila. After the tequila is made, it is then barrel aged for 3 years - in order to be called an Extra Añejo. Qui is actually aged for 3.5 years in French Bordeaux (Bore-Doh) and American Whiskey barrels. This gives Qui tremendous flavor, character and a beautiful aroma, and its' signature hazelnut, vanilla and butterscotch characteristics.
After aging, Qui comes out of the barrels a golden amber color, with incredible flavor and aroma from aging for so long. So why is it clear??
After this aging process, Qui goes through a unique process where it is filtered 9 times and redistilled a third time, to give it a crystal clear color, but more importantly, to take away any bite and give it an incredibly smooth finish.
That's why Qui Tequila is the first and only clear extra añejo tequila in the world!
Typically other clear tequilas haven't been aged for a single day (silver/blanco tequilas). Therefore, Qui will have much more flavor than an a typical clear tequila, and a much smoother finish.
At this point, let the customer know you would like for them to sample Qui 2 ways (neat and as an elegant cocktail):
Neat or over an ice cube; and
Mixed with fresh lime juice and a touch of agave nectar.
Explain to the customer that the reason you are showing them how it mixes is because the tequila is an incredibly smooth sipping tequila, you don't need to use sour mix or margarita mix to create an elegant cocktail - just simple, fresh ingredients.
Explain that you are using equal part - Qui Tequila & Citrus - with a touch of agave nectar.
The Awards: Once the customer has had a chance to try Qui, let them know the authorities think it is an excellent tequila as well!
Qui was named by Mens Journal as one of the 18 Best Tequilas in the World
Qui won the Gold Medal in the Spirit of the Americas Competition
The Value: Once you've walked the customer through the liquid, and the awards, educate the customer about the Value of Qui
As the rarest vintage, most Extra Añejo tequilas retail for $200 a bottle and up (Don Julio Real $350, Herradura Selecion $400, Patron Extra Añejo $400, Jose Cuervo Reserva La Familia $200), Qui which beat these other brands in the Spirits of the Americas Competition is priced at a much more accessible price point of a suggested retail price of $59.99 a bottle.
Closing the Sale
If the store you are working with is selling Qui below our suggested retail price of $59.99 let the customer know that the store is offering an additional discount below our suggested retail price and state the lower price they are offering it.
Lastly, make the ask - once you've introduced the liquid, discussed the awards, and educated the customer about the value, make the ask!
Use one of the following to close the sale:
Can I take a bottle up to the register for you?
Would you like to take advantage of the special price today?
Once you've reviewed this manual, please review this 3 Minute Video as many times as you need to until you've got it right and take notes!