Wine and drinks lists

The function of the wine and drinks list is similar to that of the menu and is
a selling aid. Careful thought is needed in its planning, design, layout,
colour and overall appearance to ensure it complements the style of the
establishment.
Service staff should have a good knowledge of all the wines and drinks
available and of their main characteristics. They should also have a good
knowledge of wines or other drinks that are most suitable to offer with
different foods (matching food to wine and other drinks).

Types of wine and drinks lists

Bar and cocktail lists

These may range from a basic standard list offering the common apéritifs
such as sherries, vermouths, bitters, a selection of spirits with mixers, beers
and soft drinks, together with a limited range of cocktails, through to a very
comprehensive list offering a good choice in all areas. The actual format
and content will be determined by the style of operation and clientele that
the establishment wishes to attract, for example, the emphasis may be on:
● cocktails: traditional or fashionable
● malt whiskies
● beers
● New World wines
● non-alcoholic drinks.

Restaurant wine lists

These may take various formats such as:
● a full and very comprehensive list of wines from all countries, with
emphasis on the classic areas such as Bordeaux/Burgundy plus a fine
wine/prestige selection
● a middle-of-the-road, traditional selection, for example, some French,
German and Italian wines, together with some New World wines
● a small selection of well-known or branded wines – a prestige list
● predominantly wines of one particular country.
Figure 5.10 Traditional wine list Figure 5.11 iPad based wine list

After meal drinks lists (digestifs)

These lists are often combined with the wine list – although occasionally
they are presented as a separate liqueur list. The list should offer a full range
of liqueurs, together with possibly a specialist range of brandies and/or a
specialist range of malt whiskies. Vintage and Late Bottled Vintage (LBV)
port may also be offered here. In addition a range of speciality liqueur/spirit
coffees might also be included (such as those identified in Section 5.2,
p.132).

Banqueting and event wine lists

The length of the list will generally depend on the size and style of operation.
In most instances there is a selection of popular wine names/styles on offer.
There would be a range of prices from house wines to some fine wines to
suit all customer preferences. In some instances the banqueting wine list is
the same as the restaurant wine list.

Room service drinks lists

There may be a mini bar in the room or the room service menu may offer a
choice from a standard bar list. The range of wines offered is usually limited
and prices will vary according to the type of establishment.

Contents of wine and drinks lists

The contents of wine and drinks lists are commonly listed in the order in
which they may be consumed:
1 Apéritifs – which alongside sparkling and still wines can include a
range of aromatised wines (p.166), fortified wines (p.165) and natural
 spring and mineral waters (p.147).
2 Cocktails (p.155).
3 Spirits (p.172) and associated mixers such as aerated waters (p.146).
4 Wines – sparkling (p.163) and still (p.163).
5 Beers (p.177), cider (p.179), aerated waters and squashes (p.146).
6 Digestifs – which as well as liqueurs (p.175) may also include various
spirits (p.172), such as brandy (p.173), malt whiskies (p.175), and also
ports, other fortified wines, sweet table wines, and vins doux naturels
(p.172).
7 Speciality coffees (p.142).

Listing of wines
Wines are usually listed in three main ways:
1 By place of origin (geographical)
2 By type
3 By grape.
Listing wines by type
A modern approach is to have wines listed by type:
● Sparkling wines
● White wines
● Rosé wines
● Red wines
● Dessert (sweet) wines.

The wines can then be listed under each type of wine in three main ways:
1 Country by country
2 Region by region (similar to the geographical listing described above)
3 By the style of the wine.

Cocktails and mixed drinks

England, Mexico, America and France all claim to have originated the
cocktail and while there are many stories, no one knows their authenticity.
However, it was in the USA that cocktails first gained in popularity. At this
stage, the cocktail was as much a pre-mixed stimulant mixture for taking on

sporting occasions as it was a bar drink. Figure 5.12 shows some examples
of cocktails.

A modern cocktail is normally a short drink of up to about 10 cl (3½–4 oz)

– anything larger often being called a ‘mixed drink’ or ‘long drink’. However,
the term cocktail is now generally recognised to mean all types of mixed drinks.
Table 5.6 gives the range of drinks that can be included under the heading
cocktails.
Types of cocktails

Blended Made using a liquidiser

drinks
Champagne For example, Bucks Fizz, which has the addition of orange juice
cocktails
Cobblers Wine and spirit-based, served with straws and decorated with fruit
Collins Hot weather drinks, spirit-based, served with plenty of ice
Coolers Almost identical to the Collins but usually containing the peel of the
fruit cut into a spiral; spirit- or wine-based
Crustas May be made with any spirit, the most popular being brandy; edge of
glass decorated with powdered sugar and crushed ice placed in
glass
Cups Hot weather, wine-based drinks
Daisies Made with any spirit; usually served in tankards or wine glasses filled
with crushed ice
Egg Noggs Traditional Christmas drink; rum or brandy and milk-based; served in
tumblers
Fixes Short drink made by pouring any spirit over crushed ice; decorated
with fruit and served with short straws
 Fizzes Similar to a Collins; always shaken and then topped with soda; must be
drunk immediately
Flips Similar to Egg Noggs, containing egg yolk but never milk; spirit, wine or
sherry-based
Frappés Served on crushed ice
Highball American; a simple drink that is quickly prepared with spirit and a mixer
Juleps American; containing mint with claret, Madeira or bourbon whiskey base
Pick-Me-Ups To aid digestion
Pousse-Café Layered mix of liqueurs and/or spirits using differences in the specific
densities of drinks to create layers – heaviest at the bottom, lightest at
the top
Smashes Smaller version of a julep
Sours Always made with fresh juices to sharpen the flavour of the drink
Swizzles Take their name from the stick used to stir the drink; ‘swizzling’
creates a frost on the outside of glass
Toddies Refreshers that may be served hot or cold; contain lemon, cinnamon and
nutmeg

Making cocktails
The art of making a good cocktail is to blend all the ingredients together so
that upon tasting no single ingredient is predominant. Making cocktails has
become very popular and the professionalism of cocktail making is
increasing. Cocktail making is often now called mixology and cocktail makers
are called mixologists.
The four main methods for making cocktails and mixed drinks are described below.

Shaken
Ice is placed in a standard cocktail shaker or a Boston shaker together with
the ingredients so as to combine the ingredients and chill them down. The
lid is then placed on the cocktail shaker and then shaken hard until the
outside is very cool and condensation has formed. The mixture is then
strained into a serving glass using a Hawthorne strainer to remove the ice
and other solid ingredients.

Stirred
The ice and ingredients are placed into a mixing glass and then gently
stirred with a bar spoon to mix the ingredients and chill them down. The
mixture is then strained into the serving glass using a Hawthorn strainer to
remove the ice and other solid ingredients.

Built
The drink is created in the serving glass by putting the ingredients and the
ice into a service glass, one after the other. Drinks made in this way often
including the process of muddling – crushing together ingredients, such as
fruit, leaves and sugar, at the bottom of a glass before adding other
ingredients. Muddling is carried out using the flat end of a bar spoon as the
muddler (see Section 3.6, p.62 for a picture of a bar spoon) or another
specially designed tool.
Layered
Liquids, which can be alcoholic and non-alcoholic, that have different
specific densities are floated one on top of the other in the serving glass.
These drinks can also be referred to as poured drinks.
Bitters
Bitters are used either as apéritifs or for flavouring mixed drinks and
cocktails. The most popular varieties are listed in Table 5.7.

Popular varieties of bitters

Amer Picon A very black and bitter French apéritif. Grenadine or Cassis is often added
to make the flavour more acceptable. Traditionalists add water in a
proportion 2:1
Angostura Takes its name from a town in Bolivia. However, it is no longer produced
bitters there but in Trinidad. Brownish red in colour, it is used in the preparation
of pink gin and the occasional cocktail and may be regarded as mainly
a flavouring agent
Byrrh (Pronounced beer.) This is a style of bitters made in France near the
Spanish border. It has a base of red wine and is flavoured with quinine
and herbs and fortified with brandy
Campari A pink, bittersweet Italian apéritif that has a slight flavour of orange peel
and quinine. Serve in an 18.93 cl (62⁄3 fl oz) Paris goblet or Highball
glass. Use one measure on ice and garnish with a slice of lemon. Top up
according to the customer’s requirements with soda or iced water
Fernet The Italian version of Amer Picon. Best served diluted with water or soda.
Branca Good for hangovers!
Underberg A German bitter that looks like, and almost tastes like, iodine. It may be
taken as a pick-me- up with soda
Other bitters Orange and peach bitters are used principally as cocktail ingredients.
Other well-known bitters are Amora Montenegro, Radis, Unicum,
Abbots, Peychaud, Boonekamp and Welling. Many are used to cure that
‘morning after the night before’ feeling. Cassis or Grenadine is sometimes
added to make the drink more palatable
 12.2 Sales promotion

Legal considerations
There are a wide variety of legal requirements for foodservice operations.
These include company law, liquor licensing regulations and employment law.
A summary of the key responsibilities of the foodservice supervisor are given
below.

Health, safety and security

There is a common law duty to care for all lawful visitors. In addition, establishments must
not:
● sell (or keep for sale) food and beverages that are unfit for people to eat
● cause food or beverages to be dangerous to health
● sell food or beverages that are not what the customer expects, in terms of content or
quality
● describe or present food in a way that is false or misleading.
It is important for a foodservice operator to be able to demonstrate that
steps have been taken to ensure good food hygiene (this is called due
diligence).
A supervisor’s responsibilities include ensuring that:
● service standards comply with health, safety, environmental and food hygiene
regulations
● there are arrangements to ensure the safety, security and well-being of staff and
customers
● periodic risk assessments are carried out and recorded
● emergency exits are clearly marked and regular fire drills are carried out
● staff have been trained in fire procedures and how to use fire-fighting equipment
● staff are aware of evacuation procedures in the event of fires or security risks
● health and safety notices are displayed in working areas
● staff and customers are trained, as appropriate, on correct usage of equipment and
facilities
● food handlers have all been trained in safe and hygienic working practices.
Staff responsibilities for health, safety and security are described in Section 2.6, p.48.

Liquor and other licensing

The sale of alcoholic liquor is subject to liquor licensing requirements,
which have four key objectives:
1 the prevention of crime and disorder
2 public safety
3 the prevention of public nuisance
4 the protection of children from harm.

There are usually requirements for:

● the display of a summary of the licence, including the days and times
of opening, name of the registered holder, licence number and valid date
 12.2 Sales promotion

● drinks price lists to be displayed

● restrictions on under-aged persons being served alcohol and employed to serve alcohol
● requirements for an authorised person to be on site at all times.
Other types of licences may include, for example, licences for music (live
or pre-recorded), dancing, gambling, theatrical performance and television
display. In all cases the supervisor and the staff should be aware of the
provisions and limitations of the licences to ensure compliance.

Contracts
A contract is made when one party agrees to the terms of an offer made by
another party. In food and beverage service there are essentially two types of
customer: those who pre-book and those who do not (often called chance or
casual customers). All foodservice operations should be clear on how they
will deal with these different types of customers including:
● circumstances where the restaurant may seek compensation from the
customer if they do not turn up or pay for their meals or services
● taking care when making contracts with minors (i.e. persons under 18).

Selling goods by description

It is good practice for the foodservice supervisor to ensure:
● all food, beverages and services provided are fit for purpose and of
satisfactory quality in relation to price and description
● food, beverages and other services are accurately described in terms
of size, quality, composition, production, quantity and standard
● all statements of price, whether in an advertisement, brochure, leaflet
or on a website, or those given by letter or orally in person or over the
telephone are clear and accurate
● food, beverages and other services correspond to their description in promotional
material
● times, dates, locations and nature of service promised are adhered to
● customer billing is fair, transparent and reflects the prices quoted either
orally or in writing. Care must therefore be taken when:
● wording menus and wine lists
● describing menu and beverage items to customers
● stating if prices include local and/or government taxes
● describing conditions such as cover charges, service charges or extras
● describing the service provision.

Avoiding discrimination
The foodservice supervisor should be aware of and take steps to ensure that
the operation and the staff do not discriminate on grounds of ethnic origin,
race, creed, sex or disability. There are potentially three ways in which
 12.2 Sales promotion

discrimination can take place.

1 Direct discrimination: for example, refusing service to customers of
particular ethnic origin, race, creed, sex or disability.
2 Indirect discrimination: for example, denying consumer services by
imposing unjustifiable conditions or requirements that have ethnic origin,
sex or disability implications.
3 Discrimination through victimisation: for example, by (a) refusal of
provision, that is refusal of admission on the basis of ethnic origins, sex
or disability; or (b) omission of provision, that is providing services to
ethnic customers that are markedly inferior to those available to the
public in general or which may only be available at a price premium.
It is the supervisor’s responsibility to ensure that no such discrimination occurs.

Providing services
Generally a food and beverage operator is under no specific
requirement to serve anyone. However, it is important that the supervisor
and staff are aware of:
● circumstances where there may be a mandatory requirement to provide services
● valid reasons for refusal.

Sales promotion
Sectors were identified based on the nature of demand being met rather
than the type of operation. Factors that affect the customer’s enjoyment of
a meal were identified in Section and customer service concepts within
Section. This section now considers the various aspects of sales promotion
relevant to food and beverage operations.

Promoting features and benefits

To meet specific food and beverage needs customers tend to view an
operation as providing benefits and solutions not products. In addition to
the needs for food and beverage, customer may also be seeking benefits
such as:
● security/peace of ● status ● enjoyment
mind ● convenien ● to comply with legislation.
● time savers ce
● money savers ● comfort
● health and safety ● flexibility
 12.2 Sales promotion

In dealing with customers staff need to concentrate on the selling of features

and benefits and should know how these compare with those of
competitors. Members of staff can also adopt personal and positive selling
techniques when taking food and beverage orders (see p.387).

Determining promotional channels

Determining promotional channels is important because it will identify how
consumers will be reached and attracted to the product. Food and beverage
operators should identify and monitor consumers in order to be informed as
to which promotional channels are best for their product. When choosing
promotional channels the target market segment variables are considered
in relation to the product message and the medium through which it may be
delivered. The message to be delivered should relate to the consumer’s
needs, wants and demands, and be delivered through a medium used by the
target consumers, reflecting their life style and self- image.
Approaches to sales promotion
Sales promotion involves activities designed to promote regular sales. It is also
concerned with promoting temporary sales to encourage increased business at
slack periods such as Mondays, early evenings and during January/February.
Examples of such activities include:
● offering meal (deal) packages, for example free wine (or a ‘buy one get a
second free’ deal), or offering a free soup or starter as part of the meal
package
● developing customer loyalty schemes.

Special product sales may also be used to increase sales by promoting particular products,
such as:
● festival promotions or links ● diabetic menus
with local, regional or national ● ‘Taste of the Country’ menus, etc.
celebrations ● products to complement specific
● wine and spirit or food calendar dates, etc.
promotions (possibly in
association with suppliers)
● children’s menus
 12.2 Sales promotion

Four types of sales promotion are particularly useful for foodservice operations:
1 Sales promotion through advertising: concerned with contacting and
informing the existing or potential market of a business, providing
information on the products available and encouraging purchase.
2 Sales promotion though internet and social media: similar to using
advertising with coverage potentially far wider than an intended market.
Can provide the opportunity for more information to be available to
customers on demand. Not so easy to target potential customers and
control as the medium is also interactive and volatile.
3 Sales promotion through merchandising: related mainly to point-of-sale
promotion. Its main role is to improve the average spend per head of the
customer. However, it is also used to promote particular services or goods.
4 Sales promotion through personal selling: refers to the ability of the staff
in a food and beverage operation to actively contribute to the promotion of
sales.
Advertising
Advertising media includes:
● broadcast: radio, television
● print: newspapers – national daily, regional daily, national Sunday, regional
Sunday, weekly regional and free distribution
● consumer publications: directories (Yellow Pages, Thompson’s), guides,
business publications, executive travel publications, technical and
professional publications, journals
and other magazines (including local free ones)
● other media: commercial transport, terminals and stations, posters, cinema
● postal advertising: direct mail, hand drops.

Internet presence and social media

Websites are now a common way to communicate a product to a wide
audience. Nowadays the organisation’s website is one of the first stops for
consumers when deciding on a product. Therefore operators need to ensure
that their website is attractive, easy to use, up to date and a true reflection
of what is offered. Furthermore, the website is now a platform to receive
reservations directly through built-in online booking systems, provide
virtual menus and to stay in contact with customers through blogs and
comments. Third-party booking sites (restaurant marketing portals) for
example, Toptable.com are also a way to source bookings and to promote
and monitor customer experiences.
Some of the benefits of social media include:
 12.2 Sales promotion

● a way to distribute, promote, monitor and keep in touch with

customers and potential customers
● a more cost effective media for many operators
● more of a level playing field for independent operators against
larger competitors.

Some challenges include:

● no strategic plans or rules can govern what happens
● operators must constantly interact and engage with social media users
and as a result it can be extremely time consuming
● for some consumers very little information is considered to be private,
therefore anything is posted and they expect operators to do the same
● once information is posted it is permanent as it is often repeated on other sites
● operators may be unsure how to use this medium to their advantage, as
it is very customer driven.

Merchandising
Merchandising relates mainly to point-of-sale promotion. Its main role
is to improve the average spend per head of the customer. It is also used to
promote particular services or goods.
Examples of food and beverage merchandising tend to be mainly visual,
but may also be audio or audio-visual. Food and beverage merchandising
stimuli can include:
● aromas ● drink coasters and placemats
● bulletins/blackboards/floor ● facia boards and illuminated panels
stands ● menus, drinks and wine lists
● directional signs ● posters
● display cards/brochures ● tent cards
● displays of food and drinks ● buffets/salad bars, self-service
● trolleys (sweet, liqueurs, counters, bar displays, flambé
etc.) work, etc.
● other customers’
food/drink.
 12.2 Sales promotion

Written/printed merchandising materials should be

effective. As well as considering using images, make sure
the words used are descriptive and attractive, as shown in
these examples:
● Describing the freshness of the product: freshly prepared,
pure, natural, real, freshly squeezed, handpicked each day,
fresh.
● Describing the environment: free range, corn fed, a
specific location, source or a herd name, stating that foods
are from a local market, home grown, or referring to
‘happy animals’.
● Describing the overall product: local flavour,
traditional, warming, inventive use of ingredients, house
speciality, signature dish.

Personal selling
Merchandising materials must also be supported by good
personal (or positive) selling techniques. Personal selling
refers specifically to the ability of the staff in a food and
beverage operation to contribute to the promotion of
sales. This is especially important where there are
specific promotions being undertaken. The promise of a
particular type of menu or drink, a special deal or the
availability of a particular service can often be devalued by
the inability of the staff to fulfil the requirements as
promised. It is therefore important to involve service staff
in the formulation of particular offers and to ensure that
briefing and training are given so that the customer can
actually experience what has been promised.

CLEARING FOLLOWING SERVICE

➢ At the end of service a range of duties need to be completed. These duties are carried
out without customers in the service areas.
➢ It’s also called post service tasks.
➢ It involves the following:-

i) Stripping of tables
➢ At the end of the lunch service, tables should be stripped off of all items. If linen
colour, is not changed for dinner, slip clothes will be used where necessary but only
changed if heavily soiled.

ii) Returning food items to store

 12.2 Sales promotion

➢ All items of food on sideboards, buffet, trolleys e.t.c must be returned to the kitchen
or service area for proper hygienic storage at the end of service and handed over in a
proper manner to the person responsible.
➢ Proprietary sauces, mustard e.t.c will be cleaned and prepared for the following
service.

iii) Stripping sideboards

➢ Sideboards will be tidied and replenished with cutlery, flatware and crockery for the
next service depending with policy of establishment.
➢ All food items, water jugs will be removed.

iv) Cleaning operations

➢ Cleaning beneath tables will be done (to remove debris, crumbs) but this depends with
floor e.g hard floor- sweeping, carpet-vacuuming.

v) Re-clothing of tables
➢ Fresh linen is used where table layouts are to be changed or one used is heavily soiled
or where different colour linen is used for different time of service.

vi) Re-laying of restaurant

➢ This is done at the end of service for the next meal. This has to be completed before
staff go off duty.

Summary of clearing following service

• Clear the cold buffet to the larder.
• Collect all linen, both clean and dirty, and check that the correct quantities of each
item of linen are returned. Used napkins should be tied in bundles of ten.
• Switch off the hotplate. Clear away any service silver or other service dishes
remaining and restock the hotplate with clean crockery.
• Return cutlery and hollow-ware, together with the tableware and trolleys to the store.
• Collect all cruets and accompaniments and return them to their correct storage place.
• Check all the sideboards/workstations are completely empty. Hotplates should be
switched off and the dirty linen compartment emptied.
• Clear down the bar top, put all the equipment away and wash and polish used glasses.
• Put away all equipment that has been used.
• Empty and clean trolleys and return them to their storage places.
• Empty the liqueur trolley. Return stock to the bar storage and restock the bar from the
cellar.

➢ There are several clearing following service for different service personnel:-

a) Headwaiter or supervisor
i) Ensure gas and electrical appliances are switched off and plugs removed from
sockets.
ii) Return any special equipment to the appropriate work area.
iii) Secure all windows and check fire exits.
iv) Check that all tasks are completed in satisfactory manner before staff complete
tthir shift.
 12.2 Sales promotion

b) Station waiter or server

i) Replace all equipments in sideboard
ii) Wipe down the sideboard and trolleys, clearing down all dirty equipment to
the wash-up area.
iii) Clear down tables and crumb down.
iv) Switch off and clean sideboard hotplates.
v) Return special equipment to work areas.
vi) Return to store cupboards any surplus crockery and silver.
vii) Remove plugs having switched off all electrical sockets.
viii) Return food/drink check pads and menus to the drawer in the
headwaiter’s desk.
ix) Check area of responsibility with the head waiter/supervisor.

c) Bar person
i) Wipe down all working surfaces.
ii) Ensure that all equipments is washed, dried and put in correct place for future
use.
iii) See that all glassware is washed, rinsed, dried and stored correctly.
iv) Empty the bottle trolley and waste bins.
v) Place surplus oranges/lemon slices on to plates and cling film and store in
chilling unit.
vi) Sweep and mop the floor.
vii) Return the liqueur trolley to the bar.
viii) Drain the glass-washing machine.
ix) Turn off the chillers’ lights.
x) Complete the control system.
xi) Replenish bar stock.
xii) Make the bar secure.
xiii) Check area of responsibility with head waiter/supervisor.

d) Stillroom staff
i) Ensure the correct storage of such items as bread, butter, milk, teabags and
ground coffee.
ii) Wipe down all working surfaces.
iii) Clean and tidy the stillroom fridge and check its working temperatures.
iv) Check that all equipments is left clean and stored in correct place.
v) Left over food to be placed into clean containers and stored correctly.
vi) All surplus accompaniments to be stored correctly in proprietary jars and their
lids to be wiped down.
vii) Switch off applicable electrical appliances.
viii) Make sure all carrying trays are wiped and stacked correctly.
ix) All surplus teapots/coffee pots etc. to be stored in the appropriate storage area.
x) Check area of responsibility with the head waiter/supervisor, or the person
taking over the area, prior to leaving.

e) Buffet or counter staff

i) Turn off the electricity supply to the hot-food and cold-food counter.
ii) Clear the hot-food and cold-food counter and return all leftover food to the
kitchen.
iii) Turn off the power supply to the oven at the wall.
 12.2 Sales promotion

iv) Clear the oven of any remaining food.

v) Important: write down on the day sheet the number of portions of each type of
regenerated meal that is left over as waste. This exercise is essential for
portion control monitoring and gives an indication of the popularity or
otherwise of any particular dish. Hand in the daily sheet to the supervisor who
will then prepare a consumption sheet to show what was taken out and what is
now left. This will then be entered into the sales analysis book.
vi) Clean and dry all service utensils that have been used during the course of the
day in hot food preparation and service.
vii) Return all cleaned and dried service utensils to the appropriate storage places.
viii) Check the stock of plates needed for the next day’s service of food.

PROVIDING SERVICES
➢ The food and beverage operator is under no specific requirement to serve anyone
unless the food and beverage operation is within an establishment covered by the
Hotel Proprietors Act (HPA) 1956 and the customers seeking food and beverage
service provision are resident in the hotel.

Reasons for refusal to provide service

i) There is no space left on the premises.
ii) The person is intoxicated.
iii) The person is under the influence of drugs.
iv) The person does not comply with the dress requirements of the operation.
v) The person is unable to pay the admission charge.
vi) The person is a known troublemaker.
vii) The person is an associate of a known troublemaker.
viii) The person is under legal minimum age for licensed premises or does not
comply with an age policy set by local management.
➢ Under the licensing Act 2003, the licensee has the right to refuse any person who is
drunk, violent, quarrelsome or disorderly and the police may be brought in to assist.

THE BAR

➢ This is a place where alcoholic and non-alcoholic drinks are sold or dispensed.

Types of bars
a) Dispense bar
• This is a bar that serves the restaurant directly. The contact is between the
bar man and the waiter.
b) Mini bar
• This is a bar kept in a room where fridge is stocked with drinks and the
guest serves himself or herself in the room.

c) Cocktail bar/ Lounge bar/ Main bar

 12.2 Sales promotion

• This is a bar whereby drinks are dispensed to other bars. It is the largest
bar in the hotel.
d) Pool bar
• This is a bar located next to the swimming pool and it serves the
swimmers. It serves both alcoholic and non-alcoholic drinks; as well as
light snacks.
e) Open bar (full scale or fixed stock)
• This is a bar put up with different variety of drinks where guest drinks for
free and the organiser pays the total bill.
f) Cash bar wine bar
• Type of bar where invited guests pay cash as they get their drink. Drinks
are exchanged for money. Used in functions where the restaurant is busy.
g) Snack bar
• This is bar which mainly serves snacks and non-alcoholic drinks.
h) Wine bar
• This is a bar that mostly serves wine. It can also serve spirits and beers.

Factors affecting the planning of a bar

i) Area or available space

• The bar staff must be sufficient area or space in which to work and move
about from the back of the counter to the storage shelves at the rear of the bar.
ii) Layout
• Careful considerations should be born in mind in the very initial planning of
the layout as it enables efficiency in operation
• Adequate storage must be provided in the form of shelves, cupboards and
racks for all the stock and equipments required
• Every thing should be easily to hand so that the bar staff do not have to move
about more than necessary to give a quick and efficient service.
iii) Plumbing and power
• Its essential to have hot and cold running water for glass washing
• Power is essential to provide effective working of cooling trays, refrigerators,
ice-making machines e.t.c

iv) Safety and hygiene

• Care must be taken to ensure that materials used for construction or make-up
of the bar are safe and hygienic i.e flooring must be non-slip
• Bar tops should be made of materials that adds to the decor, hard wearing,
easily wiped and no sharp edges
v) Site of the bar
• Bar should be positioned in a well chosen area so as to achieve great number
of sales

Parts of the bar

➢ The bar has got basically three parts:-

a) Front bar - It’s the customers’ area in front of the bar where the
customer
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seat.
b) Back bar - This is where the drinks are displayed and its usually
decorated.
c) Under bar - This is the part beneath the counter of the front bar.

Bar personnel

➢ Scope and duties of bar staff

Beverage or bar manager

• He is part of the management team.
• Responsible for hiring and firing of the bar staff.
• Training and supervision of all bar staff.
• Responsible for purchasing beverages and equipment.
• Establishes and maintains control systems in the bar.
• Sets standards and makes policies related to beverage operations.

Head barman
• Has the overall responsibility of the smooth running of the bar.
• Maintains staff discipline.
• Plans the work schedule.
• Ensures and checks the mise-en-place of the bar.
• Handles guest complaints.
• He may be responsible for the cash register.
• Takes daily physical bar stocks.
• Handles the service of V.I.P guests.
• Ensures that the bar stock is always adequate.
• Directs and coaches his subordinates.
• Reports to his superior.
• Performs showmanship in front of the guest or mixing cocktails.

Barman
• Takes over the responsibilities and duties of the head barman during his
absence.
• Collects and controls the requested stock from the main store.
• Prepares and serves drinks on the order.
• Ensures cleanliness of the bar equipments and tools throughout the day.
• Replenishes fridges and coolers.
• Opens the bar for business according to the fixed timetable.
• Organises the cleanliness and mise-en-place of the bar.
• Reports serious complaints to the head barman.

Bar waiter
• Works under the barman.
• He prepares the bar mise-en-place.
• Serves drinks to guests at the tables.
• Helps in cleaning the bar.
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• Takes beverage orders from the bars.

• Presents promptly the beverage list to the guests.
• Presents bills to the guests.
• Prepares sufficient glasses for the incoming service.

Glass washer
• He washes glasses in the bar back area.
• He maintains the cleanliness of the bar.
• He helps in carrying of stock from the main store.
• He arranges the bar.

Bar sales promotion

➢ In each bar sales depend on:-

i) Standard and class of a particular bar.
ii) Location of the bar.
iii) Operation hours of the bars.
iv) Types of customer.

Methods of attracting customers

i) The beverage offered should meet the demand of the customers.
ii) Use competitive pricing.
iii) Give efficient service.
iv) Make provision for happy hours.
v) Offer entertainment.
vi) Advertise your premises or bar.
vii) Give away souvenirs e.g match box.
viii) Make in-house promotions i.e table tent cards etc.

Bar equipments

➢ In order to carry out efficiently the services of all form of drinks requested, the bar
should have available all the necessary equipments for making cocktails, decanting
wine, serving wines etc.

➢ There are two main methods of producing alcoholic beverages namely:-

a) Fermentation
b) Distillation

FERMENTATION
➢ This is the conversation of sugar found in fruits or grains into alcohol by the action of
bacteria (yeast).
➢ The degree of fermentation can be controlled and carbon dioxide is produced and can
be retained in the beverages as the case of beers and champagnes.
i.e Grape juice + Yeast = Alcohol + Carbon dioxide

DISTILLATION
➢ Process of converting liquid into vapour then condensing the vapour and collecting
condense as water.
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➢ Fermented mash of fruit or grain is heated, evaporates together with the flavouring
agent, trapped and condensed to a liquid by cooling.
➢ Pure alcohol has no colour, taste or smell and is used for compounding other
beverages.
➢ All distilled beverages are colourless and may be coloured by addition of synthetic
colours or keeping them in contact with wood when maturing.
➢ The principle of distillation of alcohol is that ethyl alcohol (ethanol) vaporises (boils)
at a lower temperature (i.e 73°C-78°C) than water (100°C).
➢ Where a liquid containing alcohol is heated in an enclosed environment, the alcohol
will form steam first and can be taken off leaving water and other ingredients behind.
➢ The process raises the alcoholic strength of the resulting liquid.
➢ The process is used to separate mixtures of liquids at different boiling points.
➢ The distilled beverages are sold at certain degrees of alcoholic strengths or proof.

Proof - means measure of strength of alcoholic beverage.

➢ There are two main methods of distilling
a) Pot still
b) Patent still

Pot still
➢ Fermented liquor is put into closed vessel and boiled. Alcohol boils at 78.3°C and so
will vaporise before water.
➢ The vapour is put into a closed pipe into a cold water tank where it is cooled. It
condensed into a liquid, which is spirit.
➢ The spirit will contain a higher proportion of alcohol with some water and certain
gases and flavouring oils, which have been carried in the vapour.
➢ The gases and oils impart particular characteristics and flavour of that spirit.
➢ Any spirit produced in this manner will have ‘many impurities’.
➢ This method produces full, heavy flavoured spirits e.g brandy

Patent still
➢ This is a continuous process unlike the pot still. It produces a spirit containing fewer
impurities.
➢ Only one distillation is needed to produce an acceptable products and a stronger spirit
is produced.
➢ The still comprises of two tall column; analyser and rectifier.
➢ In the Analyser is where the wash is vaporised and in the rectifier vapour is
condensed.
➢ The wash is heated in the analyser by super heated steam and instantly condensed by
the rectifier to an acceptable spirit or product.
➢ No maturing period is required for the products produced by this method prior to
selling.
➢ This method produces the lighter spirits e.g vodka.

Differences between methods of distillation

Pot still Patent still

• Products need to be matured • Products do not need to be
because it has impurities. matured
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• Distillation will need to be carried • It needs only one operation to

out twice to obtain drinkable spirit produce a drinkable spirit
• Spirits made by this method • Nearly all impurities are
contains impurities removed to give a pure spirit
• Needs cleaning after every boiling • Does not need cleaning after
every boiling
• Produces full, heavy flavoured • Produces lighter spirits
spirits

➢ There are variety of alcoholic beverages namely:-

a) Aperitifs
b) Spirits
c) Wines
d) Beers
e) Cocktails
f) Liqueurs
g) Cider and Perry
h) Bitters

APERITIFS

➢ This means ‘appetisers’ and refers to any drink which will promote an appetite.
➢ It includes some items such as sherry, as well as spirits taken with vermouths and / or
mixers, cocktails and wine-based aperitifs e.g Dubonnet, st. Raphael or even, for
some, fruit juices etc.

TERMINOLOGIES
Cigar cutter - an implement used to cut the tip of cigar before smoking
Corona - a long cigar with straight edges.
Flue - the centre of a cigar through which smoke is drawn.
Humidor - is a wooden box used for the storage of cigars and tobacco.
FABs - this is a term used to describe flavoured alcoholic beverages e.g
barcadi
Alcopops - this is term used to describe manufactured flavoured drinks which have
had, alcohol, such as gin added to them.
- also known as alcohol soft drinks and are generally sweet and fruity.
Sake - is strong, slightly sweet form of beer made from rice.
Infusion - to steep in hot water without boiling.
Steep - to soak
Table wines - still wines
Proof - is a system to indicate the alcoholic content of a beverage.

REASONS FOR SALES PROMOTION

Sales promotion is used by operations for a number of reasons as below:-
i. To increase the average spend by customers and thereby increase the sales revenue.
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ii. To promote a new product e.g new milk shake at a reduced price.
iii. To influence impulse purchasers towards a certain product or range of products.
iv. To help ‘level’ peak activities for the business e.g free glass of wine with meals
served at 6.30 pm.
v. To aid as a remainder during long-term advertising campaigns.
vi. To clear slow moving stock.
vii. To‘package’ together menu items at an attractive price.
viii. To celebrate a special event e.g the New year, thanksgiving Day dinner e.t.c

Sales promotion is a marketing tool in its own right and should be well planned, monitored
and evaluated.

PURPOSES AND OBJECTIVES OF ADVERTSING

i. To create awareness of the product i.e to make maximum number of
customers aware of the product
ii. To create desire for the product. Customers buy because of the benefit they
will get, therefore advertising should stress on the benefit customers willget.
iii. To influence the customers attitudes to the product.
iv. To create brand loyalty. In order to do this, a successful brand image must be
created by the company, so that when customers consider buying a certain
type of a meal, they immediately think of a certain restaurant.
v. To persuade customers to buy.
vi. To persuade customers to visit an operation in preferences to a competitor’s.
vii. To remind customers to buy.
viii. To inform the market about a product.
ix. To provide reassurance about the product.
x. To be ethical. From an ethical point of view, the operation’s advertising must
portray a truthful picture of the establishment.

The major forms of advertising used in food and beverage facilities include:-
i. Direct mail
ii. Press advertising
iii. Broadcasting
iv. Signs and posters
v. Miscellaneous advertising media

DIRECT MAIL
Direct mail involves communicating by post to specified customers; it may be directed at new
and potential customers or to past or well established customers. It involves the direct mailing
of personalized letters, brochures, pamphlets and leaflets.

ADVANTAGES
i. Specific customers can be targeted.
ii. Direct mail is easy to introduce.
iii. The feedback from targeted customers is relatively prompt and easy to
appreciate.
iv. It is a cost-effective method of advertising to specifically targeted
groups of customers with very little ‘wastage’.

DISADVANTAGES
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i. The market must be specifically targeted or the mail shots are a

complete waste of money.
ii. The mail must be received, read and acted upon by the specific
individual or group or all prior advertising research has also been a
waste.
iii. The production of good-quality mailing literature can be costly.

PRESS ADVERTISING
This is a form of advertising and includes the following:-
i. Newspapers
ii. Magazines
iii. Guides
iv. Trade advertising

BROADCASTING
This involves:-
i. Radio
ii. Television
iii. Cinema