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In this lively episode of The Sales Gravy Podcast, Jeb Blount welcomes Patrick “Pops” Garrett, Founder & Chief Drinking Officer of DrinkCurious, to explore the unique intersection between bourbon tasting and sales engagement.

Key Takeaways:

– Virtual Tastings as Sales Hooks: Virtual bourbon tastings became an effective “hook” to attract attendees to sales demos, webinars, and client meetings, increasing engagement and helping to break through typical sales communication noise.

– Engagement and Word-of-Mouth: The interactive and educational nature of DrinkCurious’s tastings fostered memorable experiences that spurred word-of-mouth promotion, leading to increased client requests.

– Holiday and Retention Use: Drink tastings are popular not only for prospecting but also for employee rewards, client retention, and holiday gifting, with options for virtual events that clients can record and revisit.

– Bourbon as Cultural and Historical Icon: DrinkCurious incorporates bourbon’s cultural history into tastings, educating participants on bourbon’s evolution, production, and how it has influenced American culture over decades. 

– Gamification in Tastings: To increase engagement, DrinkCurious includes gamified elements where clients guess the bourbon or earn rewards, which can further connect the tasting to the client’s sales objectives.

– Event Flexibility: DrinkCurious provides both virtual and in-person tastings, including options for trade shows, private gatherings, and post-conference events, accommodating various client needs.

– Building Client Connections: Tastings help establish rapport between clients and sales teams, providing a memorable, relationship-building experience that offers a strong foundation for ongoing conversations.

– VIP and Exclusive Gatherings: DrinkCurious organizes exclusive, high-end tastings for VIP clients, offering a tailored, premium experience that enhances client relations and creates unique business opportunities.

The Power of Experience

Sales teams today face an ever-increasing challenge to capture the attention of their clients and prospects. In a world filled with automated emails, digital advertising, and competing messages, it’s easy for outreach to get lost in the noise. DrinkCurious, a unique company specializing in bourbon tastings and whiskey experiences, has found a way to break through this clutter. Founded in early 2021, DrinkCurious uses virtual and in-person bourbon tastings to help sales teams engage with clients in a memorable, personal way. By blending education, entertainment, and a bit of gamification, DrinkCurious provides a creative, impactful solution to the challenges of modern sales outreach.

Origins of DrinkCurious

DrinkCurious originated as a bold step from its founder, who left a traditional advertising career to pursue something he was passionate about: whiskey. With a mission to create deeper, more meaningful interactions between companies and clients, he developed a strategy to use bourbon tastings as a hook to draw in clients and keep them engaged. These tastings are more than just sampling different spirits—they’re interactive experiences that teach clients about the history, culture, and science behind bourbon. By helping people understand the product, DrinkCurious creates a shared experience that builds rapport and leaves a lasting impression.

The Virtual Tasting Solution

One of DrinkCurious’s primary offerings is the virtual tasting, which became a popular option during the pandemic. Many companies were looking for new ways to engage clients when in-person meetings and events weren’t possible. The virtual tasting quickly became a solution to this problem. By offering clients and prospects a fun, interactive experience that could be enjoyed from anywhere, DrinkCurious helped sales teams keep relationships strong even during a time when in-person interactions were limited. The tastings offer various elements, from Q&A sessions to gamified guessing games that encourage interaction, making these events both informative and enjoyable.

Generating Positive Buzz and Word of Mouth

A key benefit of DrinkCurious’s tastings is that they allow clients to engage with their customers in a memorable way, which often leads to word-of-mouth referrals. DrinkCurious reports that their clients receive overwhelmingly positive feedback, with many attendees saying it was the best virtual event they’ve experienced. This positive buzz often leads to repeat engagements, as more and more companies look to use tastings as a method of keeping clients interested and engaged. This approach not only helps with immediate engagement but also strengthens long-term relationships, as attendees continue to talk about the unique experience with colleagues and friends.

Flexible Applications for Client Engagement

Beyond client engagement, DrinkCurious tastings are also used for prospecting, employee rewards, and client retention. For example, companies can use these tastings as a holiday gift to express appreciation to top clients. Instead of a typical gift, like a bottle of wine or a gift basket, a virtual or in-person tasting offers a more personal, interactive experience. Clients don’t even have to be in the same location to participate, which makes it a convenient option for companies with a dispersed customer base. In addition, the sessions can be recorded, allowing clients to revisit the experience or share it with others who couldn’t attend.

Why Bourbon? The Appeal and History Behind the Spirit

The appeal of bourbon has been on the rise for years, and DrinkCurious uses this trend to its advantage. Bourbon, a distinctly American spirit with a rich history, is gaining popularity as people discover the variety of flavors and complexity it offers. DrinkCurious incorporates this history into their tastings, giving clients a timeline of bourbon’s journey and explaining its deep connection to American culture. From its early popularity in the mid-20th century to its decline and eventual resurgence, bourbon’s story is full of interesting twists and turns. The founder also highlights how mixologists, pop culture, and even TV shows like Mad Men contributed to bourbon’s recent boom in popularity. This context adds depth to the tasting experience, making it more than just a casual drink but a journey through history and culture.

Gamification in Tastings for Increased Engagement

DrinkCurious adds gamification elements to their tastings to make the events more engaging and competitive. Participants are often invited to guess the bourbon they’re tasting, with prizes like gift cards or bottles for those who guess correctly. This small touch of competition adds excitement and keeps attendees actively participating. Sometimes, clients use these events as incentives by offering follow-up tastings or demos for those who enjoyed the event, making it an excellent tool to advance the sales conversation.

Options for In-Person and Exclusive Gatherings

In addition to virtual tastings, they offer in-person tastings at conferences, trade shows, or private gatherings. For example, DrinkCurious has hosted exclusive tastings at large industry events, even taking over pubs or private suites to create a VIP experience for select clients. These intimate gatherings offer companies the chance to connect with clients on a deeper level in an exclusive setting.

The Value of Experiential Marketing in Sales

The rise of DrinkCurious showcases the potential of experiential marketing as a way to deepen client relationships and stand out in a crowded market. By combining entertainment, education, and personalization, DrinkCurious helps companies create a lasting impression that goes beyond traditional outreach methods. With each tasting, clients gain not only a better understanding of bourbon but also a stronger connection to the company hosting the event.

Making Every Sip Count

In a world where attention is hard to capture, DrinkCurious has found a way to make every sip count. The experiential approach it offers through bourbon tastings provides an opportunity to kick off relationships on the right foot and create stories worth sharing. DrinkCurious proves that a memorable, personalized experience can make all the difference.

Discover practical tips to deepen your client relationships in a way that becomes a springboard for both prospecting new business and communicating real value with the Selling From the Heart Keynote.