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Article: Perpetual Promotion.
- Article from:
- Cheers
- Article date:
- November 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Bev-AL Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Because beverage promotions are about more than selling drinks.
When asked about beverage promotions, many restaurant and bar operators roll their eyes, thinking, no doubt, about cheesy keychain and t-shirt give-aways and busty women wearing bandoleers packed with shooter tubes.
"The days of lots of give-aways--of things like t-shirts and hats--those days have come and gone, except, maybe, for some nightclubs," says Matt Lambert, director of restaurant operations for three of the six restaurants owned by Sforza Enterprises, based in West Palm Beach, FL.
But that doesn't mean beverages can't be promoted. Creative operators likeLambert can come ...