News

Genghis Grill's booze-free drinks win VIBE ward

April 8, 2013

Genghis Grill received an award for the Best Adult Alcohol Free Program last month at the Very Important Beverage Executives (VIBE) conference in Las Vegas.

Liz Jones, marketing manager and Jax Sperling, director of culinary R&D, accepted the award on behalf of the Genghis Grill team.

Genghis Grill's Adult Alcohol Free Program included the promotion of its watermelon-inspired drinks called, "Dream Come Blue" drinks. Flavors included Blueberry Lemonade, Bluetazzle Tea and Berry Mint Blast. The promotion ran from June to August 2012, to cool customers down from the summer heat wave. The drink promotion was communicated largely through social media channels and point-of-sale material at the store level such as table top stickers, in-store banners and postcards for LSM opportunities, according to a company press release.

The Dream Come Blue drinks were made to be served non-alcohol or with alcohol. The customers had the option to to "spike" their Dream Come Blue drink with a spirit for an additional cost

Behind the promotion to help drive sales, Genghis Grill associates were also engaged with the promotion with weekly and monthly prizes to those "warriors" that served the most drinks.

Monin Gourmet Flavorings also was a sponsor for the drink promotion, it provided the watermelon gourmet flavoring syrup for the Dream Come Blue drinks.

The VIBE Vista Operator Award winners are selected by a panel of beverage professionals, including the VIBE Advisory Council members. The VIBE Conference is the VIBE Vista Awards. These awards are given to companies which create positive initiatives that spark beverage sales, innovations that contribute to operational efficiencies, training and service programs that lead to the highest quality standards and operational practices.

Read more about beverages.