This is Brother Chun's 60th reading note.

Read the world, write about yourself, drink and love life.

Reading is input, and notes are output. I bought a lot of books and read a third of them, but I never feel guilty, because even if I get an idea from reading a book, recording it is a gain, not a waste of time.

Just reading in rows can make you happy.

I was most afraid of a situation, and finally I found that I had read so many books, but I didn't really get more by drinking a glass of wine.

In contrast, I still like the state of drinking.

The aroma of wine is in a beautiful chaotic state?

Like the human eye.

So the pictures in this article are all like this.

We do two or three cocktail parties a month, and do things like Lafite Mago lion dragon boat? Bai Fei? Pontisha? Duke Horn's longevity? Small-scale peasant champagne and other cocktail parties, today's writing is a personal summary of the cocktail party process, I hope friends can give more suggestions.

Write in front

Firm Cabernet Sauvignon

First of all, we should formulate a principle that the implementation cost of the reception should be covered by tickets as much as possible, which means that the reception can at least not lose money.

Then from the company level, let's talk about the purpose first, probably two, one is to do exposure, drainage, product construction, and the other is to make a profit, sign sales, and book.

We must first make sure that we want more, and then we can move on to the next step, otherwise there will be focus confusion in the end. You can have both fame and fortune, but you must ensure enough energy and team support.

For example, I didn't buy it after the pre-sales tasting. At this time, we have to understand that this party is doing exposure, so the turnover data is the second consideration. When the purpose is to sell rather than buy, this should be analyzed in detail.

Ok, next is the process summary of the reception.

Transparent sauvignon blanc

1. Communication with wineries

1 Confirm the winery guests.

It takes about one year in advance to make an appointment with some famous villages. At this time, it is very important to repeatedly confirm the names and responsible persons of the guests, which is very important in future publicity.

2 determine the time

Many winery owners or winemakers will have a short time, so we must finalize the time and arrange the reception according to this time.

Do you need to pick up the plane?

Generally speaking, winery guests don't know Chinese, so they need to arrange colleagues who can speak English to meet them at the airport.

4 book a hotel

Wineries, especially big-name wineries, have their own preferences for accommodation. The accommodation standards here should be clearly communicated, and it is best to choose a hotel close to the reception site.

Do you need a translator?

The manager of the China office of a famous winery can also be an interpreter himself. But many wineries still need translators from their own companies.

Six dollars for drinks

It is necessary to discuss with the winery which party will provide tasting wine. If the winery is responsible, it is necessary to send samples in advance and arrange special personnel to follow up. If our company provides tasting wine, lock up the money used to prevent the scene of no wine available at the reception.

Dark black Pi Nuo

Second, determine the purpose.

1? Expose the name, company brand and wine brand

When we decide to do corporate brand exposure, we should pay more attention to the communication from the media when designing the process, and the key elements in the follow-up should focus on design.

2? Profit, increase sales

When we decide to do sales, the final signing of this reception should be carefully prepared for our customers.

Melancholy riesling

Three major themes planning

We need to say a few more words and ask two questions about this.

The first question is: There are many activities all over the country every day. Why do customers come to our reception? Instead of going to cocktail parties in other countries, this issue is very important, which allows us to fundamentally think about what kind of cocktail parties we should hold and what kind of cocktail parties our customers want. Let's think about it, even if the action is deformed during execution, it will ensure that there will be no deviation in the general direction.

Therefore, at the level of wine, whether we are vertical tasting or parallel tasting, variety comparison or small white class is bound to be very accurate. So the customer knows what he will get.

The second question is: What else can we convey besides the wine itself? Reception is a face-to-face contact between people. In the face of such a complicated and three-dimensional willfulness, it would be too thin if we only focus on wine.

Some top cocktail parties. People who can participate are already at a high level. If he is satisfied, we will make a fuss at a higher level and expect to resonate at the spiritual level.

Therefore, it would be too casual if we held a cocktail party, just a tasting of xx cocktail party. Obviously, the organizer didn't spend the energy to carve the reception.

Bright chardonnay

As for how to determine the theme of planning? There are two key points here.

1 Dig deep into the winery and do background information statistics.

Digging deep into the winery means collecting all the information about the winery, including online (domestic online wineseacher, but also going over the wall to find the information of your winery abroad) and paper (the office needs to keep all kinds of wine books, and the domestic translation is sometimes unreliable, which requires a large number of books to cross-compare)

2 Refine the theme.

The so-called theme refinement is derived from the reception but higher than the reception, because the wine itself has a very high-level life connection. Just write cocktail tasting, which makes the cocktail party that could have been full of imagination less elegant!

3 brainstorming.

A person's energy is limited. At this time, it is necessary to carefully study the background information of wine tasting, hold a brainstorming meeting, and everyone will express their opinions and collide. In the meeting, we should think romantically and boldly, and don't deny any proposal. The scope of discussion is the theme of the reception, the form of the reception and the main points that need attention.

Among them, art, music, philosophy and literature are all good starting points.

For example, our Margaux has entered a new era, spring blossoms | Unlimited Art and Wine Sharing Meeting, Bright Night-1982 Vertical Tasting Meeting of Five Famous Villages, Flying Across the Ocean to See You-Dragon Boat Super-second-class Tasting Meeting, all of which follow this principle.

As for the key points, let customers feel our intentions and work hard on the five senses. Our dragon boat tasting started with a song "Crossing the Ocean to See You", and the effect was very good.

In short, what we want to convey to the audience is that this is not only a reception, but also a special life experience.

Wan Wen-Deleme

Four? Cocktail party pricing

At this time, it is necessary to calculate the tickets for the reception, which probably involves the following elements.

1 wine fee

The financial department should carefully calculate the cost of the samples provided by the winery and the samples provided by itself.

2 Food and beverage expenses

According to the level of reception, the corresponding meal label should be determined. If we hold a small white course in our own place, some cheese nuts will do. If it is a high-level tasting meeting, such as Bulgari Hotel in resplendent hotel, it is necessary to determine the venue, meal label and menu with the hotel department (how to design the menu is discussed in the next chapter).

3 Employee commission

In order to promote the sales of tickets, it is necessary to set an appropriate employee commission. We can't save money in this respect, so the account should be calculated like this. A new customer has a strong link to a cocktail party, which can be used for strong follow-up sales. This is a cost-effective open source method.

4 Partner sharing

Some fixed partners also have to calculate the commission in advance.

5 Other expenses

The above are the important parts, of course, there are flower arranging expenses, taxi expenses, equipment transportation expenses and so on. It would be nice for the financial department to make an estimate in advance.

These parts can be calculated to determine the ticket pricing.

There is a very important point here. When determining a single fare, the preferential prices for two peers should also be determined together. Let's analyze, in fact, customers like to travel together. Why not give a little discount and get a new customer?

Of course, there are also early bird prices and air price reductions. There are many theme exhibitions here, but the company rarely uses them for cocktail parties.

Enthusiastic Silas

5. Determine the basic information of reception.

1 time and place

Determine the basic reception time. Generally, it is suggested that the reception time should be on Friday and Saturday night (it will not delay the work on weekdays), and it should be late in summer, 19: 00-2 1: 30, early in winter and dark. Two and a half hours is appropriate.

2? number of people

12 is the best according to the host's ability to control the field and the capacity of wine. There are too many people for the host to control. Another point is that the cost of wine will skyrocket. 12 people will taste 1 bottle of wine. 15 people, open an extra bottle of wine. So this needs to be balanced.

3? winelist

The wine list design should be clear whether it is parallel or vertical, and the wine tasting order is very important. Here, the sommelier's cognitive ability of wine types is tested.

3 menu

Pay attention to the collocation of food and wine. It is best for the sommelier to have full communication with the chef to ensure that every dish should be accompanied by every wine. This order cannot be reversed. In short, wine is the protagonist. Sum up experience, don't serve too much, and set the plate delicately!

After all the above information is confirmed, the basic information of the reception can be formed, and all subsequent copywriting, posters and invitations should be based on this information.

That's what wine is like. You can't always see the whole face.

The following is the basic information of our Lafite reception last month.

Theme: "Starry Sky" 82 Nights: Parallel Tasting Dinner in Five Famous Villages

Time:1Sunday, October 28th, 2018 (19: 00-21:30)

Venue: Shu Qi Alcohol Factory, No.32 Beibingmusi Hutong, Dongcheng District, Beijing.

Cost: 9999 yuan/person (including dinner) Seats: 12 people.

Consultation: Kong Chun 138 1054? 8897?

Tasting list:

White wine from Margaux winery?

1982 Lafite authentic Lafite winery

1982 latour authentic latour winery

1982 Margo Margo

1982 Mouton Authentic Mouton Rothschild Castle

1982 Obiang Authentic Upper Briant Castle

1982 Best Poetry Authentic Pedesclau Winery

Each grape variety has its own characteristics.

Integration will be wonderful "balance" and "richness"

So much for the summary.

The next article is about the pre-reception materials and publicity preparation.

It's really late autumn

Dear friends, put on more clothes and remember to look at the golden ginkgo, which is very beautiful.