When A Drink Gets a Facebook Page

St. Regis Bloody MaryMy wife and I just came back from a little rest and relaxation trip in Deer Valley, Utah.  We went to the hotel bar one evening before dinner and the bartender offered up one of their signature Bloody Mary’s.  Since both of us enjoy a good spicy Bloody Mary, we ordered them and the bartender told us how they were made.  He provided some good interesting back-story and context to what he was about to serve us.

He handed us our drinks and we immediately took out our mobile devices to take a picture.  They were very unique looking, enough so to warrant an appearance in my Instagram and Facebook feed.  The bartender laughed and told us that since so many people do the exact same thing, they created a business card to hand out to join the Facebook page of this particular Bloody Mary.

A Facebook page for a drink? 

I asked the bartender, Alex (I’ll leave his last name out) about how this came to be.  He said that he witnessed so many people taking cameraphone pics of the drink that he asked his manager if he could create a FB page.  After about a week or so, he got the greenlight and made it happen.  Didn’t ask upper management nor get the permission of anyone else.  He just did it with the go-ahead from his boss.  He even printed special business cards with the hotel logo and the link to the Facebook page.

Alex talked to us that he uses the page to promote local events and other happenings in and around Deer Valley.  He said it would cost too much to promote them separately but with the Facebook page, he has an audience and he can do it for free.

What can we learn from this?

1.  Authenticity and uniqueness works well in the social world:  make sure to tell your story.  It might not be interesting to everyone but to the ones who are interested, they become part of your community.

2.  Be ready to talk about it:  when the timing is right, be ready to talk about your story.  What was genius about what Alex put together was not only a unique drink for the hotel, but a business card that helps promote it.

3.  Empower your employees:  Alex asked for very little permission to get this going.  It’s also interesting because you’d not think that this particular hotel, known for luxury and professionalism would go in this direction.  Maybe it’s because the executives at the corporate level do not know about this but if they did, I’d recommend they create Facebook pages for all of their unique drinks.

  • JB

    It’s that signature item and companion personality that make this make all the sense in the world.  It’s unique, it’s quirky, it’s tasty and it works.  Dick Costolo often tells (or at least used to tell) big brands that their biggest challenge is developing and transmitting a personality, a recognizable voice.  

    I have worked with many great marketers who got halfway there and then gave into the hokey big campaign thinking that left their personalities plastic and dull.  There is something about the number of voices that contribute to developing a personality that at a certain point oversature the creative process and make it dull.