First Choice is a solution - Guest Column

Cheers, Nov-Dec, 2002 by Mike Ginley

Let's face it, we live in interesting times. Computers, cell phone, fax machines and emails were all touted as advancements that would make our lives easier. In. reality they force us to work at a more dizzying pace.

In response we at Allied Domecq have created First Choice, team of dedicated on-premise specialists throughout the country who actually try to make things a little easier for you, our customers. First Choice is all about service and helping people that we care about become more successful. Let me take a moment to state our mission. It's simple and straightforward. Armed with knowledge, creativity, and a premium portfolio, Allied Domecq's First Choice specialists are in position to help bar owners, hotel operators and restaurateurs become more successful. As we do, that, we will actually be accomplishing a great deal more--namely, forging the foundation of a long-lasting' relationship.

Take a good look at the marketplace. It is a fast paced, highly competitive environment. At Allied Domecq we have put our First Choice team on the street, to support you and help to make your life a little easier, while making your beverage business stronger.

It may be as simple as helping you devise a signature drink program, training your staff to better serve and inform the customers or providing your beverage manager with insights on how to better control inventory and lower the bar's pour cost.

We will also provide new and exciting opportunities from our diverse brand portfolio. For example, Kahlua, our flagship brand, is launching an exciting new "Unleash It" campaign. Our First Choice team will ensure that you, have what you need to maximize the impact of this innovative new campaign.. Signature drink recipes, exotic promotional materials and dynamic programming will help you provide your consumers with enjoyable drinking experiences

First Choice was created to make a difference one client at a time. Since its inception we have established, a solid track record of success, and First Choice will continue to be a key part of Allied Domecq's overall effort to truly become your first-choice supplier

Mike Ginley is Vice President National Accounts, Allied Domecq Spirits North America