5 Tips For Successful NA Beverage Sampling In-Store
Dry January is a time many consumers discover non-alcoholic drinks for the first time. What’s the best way to sample them in-stores?
It’s nearly the end of Dry January, and coupled with the holiday season that preceded it, it’s been a busy couple of months for non-alcoholic drinking occasions. Thanks to our new sampling and collaboration platform, IRL Nation, we’ve had the opportunity to host a number of in-store sampling events for brands, and have learned a few tips along the way.
1) Be friendly and helpful
First off, remember that not everyone is an NA drinker, and depending upon what type of store you’re in, you may get some snarky comments. Don’t let that get you down. A warm smile and approachable demeanor can make all the difference in getting someone to consider sampling. If you’re in the NA section of a grocery or beverage store, offer assistance and recommendations, and show your enthusiasm for the products you're tasting. Remember, you're not just offering a taste, you're creating a positive experience that reflects on the brand and category as a whole.
2) Greet everyone, but don't be pushy
A simple "Hey there, we’re sampling some [Brand X] if you want to give it a try?" is a good starter without putting pressure on anyone. Avoid squeezing people who seem uninterested. Instead, offer the sample, then allow the guest to decide without feeling obligated. You should expect and prepare for getting a fair amount of rejection, but don’t take it personal. And if you are getting a lot of rejection or confusion about what you are doing from guests, consider modifying your pitch line (#3, below).
3) Come up with a welcoming pitch line
Having a concise and engaging pitch line can pique customer interest immediately. Instead of just saying "Here's a sample," try something like, "Looking for a new drink to try this weekend? This [Brand X] has delicious [flavor notes] and is perfect for [occasion]." This creates a hook and gives context to the tasting experience. Make your go-to line about an experience for the guest, and not about the brand itself. For non-alcoholic (as well as alcoholic) beverage occasions, it’s mainly about how it makes the consumer feel.
4) Relate to personal experience
Sharing your own positive experiences with what you’re sampling can be surprisingly effective. If you genuinely enjoy the product, let guests know why. For example, "I love this one after a workout because it's so hydrating," or, "This is my go-to for social gatherings when I'm not drinking alcohol." Personal anecdotes make the interaction more relatable and authentic. Everyone loves a recommendation, even from their friendly, neighborhood store sampler they’ve never met before.
5) Lean into the brand narrative
Each beverage brand has a unique story, and often times, even more so for those in the non-alcoholic category. Understanding this narrative whether it's about the founder story, natural ingredients, a specific brewing process, or a commitment to sustainability, allows you to connect the brand with customers on a deeper level. Briefly mentioning these during the sampling can enhance the experience and leave a lasting impression of the brand's values. It also makes for a great closing argument after someone has tried something and had a positive experience, and may be considering whether to pick some up to take home.