This weekend while I was hanging out at a bar, a bagpiper suddenly entered and two attractive women with a tray full of plastic shot glasses appeared in front of me.Â Sweet, a drink promotion I thought to myself. Who doesn’t love a good free shot? That’s when the woman asked me: “would you like to try a sample of Bass?”
I’m sorry, a SAMPLE of Bass? So you mean I get to drink 1 oz of Bass for free? What is that horseÂ shit? If you are promoting a certain kind of hard liquor, give me a free shot. If you are promoting a certain kind of beer, give me a free beer. I know what Bass tastes like, and odds are, so does everyone in a bar on a Saturday night.Â Do you really think anyone is going to taste the sample and say “huh, that lukewarm 1 oz serving reminded me how much I love Bass. I think I will now buy a Bass”? NO. No one is going to do that.Â Giving us a sample of a beer we’ve all tasted before is pointless, and it’s not going to convince anyone not already drinking Bass to buy one.
However, giving someone a full beer for free can have the intended effect. You start drinking Bud Light/Miller Lite/Bass whatever, and over the course of a full beer you get accustomed to the taste and are likely to buy another one so you can keep drinking the same thing. Â If you want me to look more favorably on the type of beer/liquor you are promoting, I damn well better get enough quantity (i.e. a shot or a full beer) to add to my buzz.Â So note to Bass: terrible promotion. It was lame central and left me with a worse impression of Bass than I had before.Â Note to beer promoters in general: don’t bother giving me a “sample” of your beer unless it’s some kind of gourmet, 10% alcohol beer I’ve never tried before.Â If you’re not giving me a free beer, you’re wasting your and my time.