Increasing sales is never just about the product itself. Training
is critical, and it often helps if the makers of the products
are the ones doing the training. In the case
of the JW Marriott Washington, D.C., the
brewer knows best. Staff training by Boston
Beer at the hotel has helped boost sales of
Samuel Adams Boston Lager (both on draft
and bottled), Sam Adams Light in bottles,
and seasonal beers including Samuel Adams
Blackberry Witbier in bottles, says the property’s
Director of Restaurants Shaun Henesy.
“Last summer, with the launch of Samuel
Adams Blackberry Witbier, we did a staff
incentive where we tracked all Boston Beer
products that were sold by individual for a
three-month period,” Henesy explains. “In conjunction with
our local Sam Adams sales team, we held two staff trainings
on the Boston Beer products and incentivized staff to
sell those products. This program resulted
in huge growth year over year and culminated
with our property being one of the
top three in growth over the same period.
Our employees’ names were entered into
a drawing for a trip to the Samuel Adams
brewery, and we were able to send one
employee as a prize.”
Of course, staff training is more effective
when the product is palate-pleasing.
“Our guests are drawn to the Sam Adams
brand,” Henesy says. —TW
Increasing sales is never just about the product itself. Training
is critical, and it often helps if the makers of the products
are the ones doing the training. In the case
of the JW Marriott Washington, D.C., the
brewer knows best. Staff training by Boston
Beer at the hotel has helped boost sales of
