Parties with “Large Format Bottles”

By Bob Lipinski

“Large format” is a loosely used term for bottle sizes larger than the standard 750-ml. (25.4 ounces). These bottles range in size from the smallest, a magnum or 1.5-liter (50.8-oz.) up to the largest, a Nebuchadnezzar (507-oz.; 15 liters or 20 regular-size bottles), named after the apparently pretty thirsty King of Babylon, 605-562 B.C.

The trick with large formats is making sure they move. Many restaurants have one or several large format bottles that have been taking up space and collecting dust for years. Why not turn these treasures into cash while entertaining your customers during the holiday season?

“Wine makes every meal an occasion, every table more elegant, every day more civilized.” (André L. Simon, 1877–1970, French wine writer, The Commonsense of Wine)

It all starts with proactively offering large formats in contexts where they are most likely to be enjoyed. When you book a large party of six or more, immediately suggest a single “large format” bottle (magnum, double-magnum or larger), rather than several standard 750-ml. bottles. Oftentimes, these parties are offered a limited choice of foods, which makes suggesting a single large bottle smart-selling. And a single bottle sounds at once festive and economical.

A customer may know the retail selling price of a 750-ml., but rarely has the knowledge when it comes to a larger bottle. Therefore, a higher profit margin may be obtained by the restaurant.

From Moment to Memento

Large formats are their ability to deliver above and beyond their liquid. Keep a gold-ink pen or marker on hand; use it to literally mark the special occasion on the bottle (not the label)- “Happy Retirement Joe,” “Happy 65th Birthday Mary,” or the like, including the date.

Next, have a small peel-off sticker printed with the name, address, and telephone of the restaurant and affix to the lower part of the front of the bottle. When the bottle is finished, the guest wants to take home the bottle as a memento and generally saves the bottle for years. (Some even use it as a bank to store coins or as a door stop.)

Meanwhile, the restaurant receives free advertising because the “honored guest” is apt to display the bottle. When friends or family members look at the bottle, they see the restaurant’s name and inquire about the quality of the event, they are bound to get a positive review.

The restaurant has a satisfied customer, who will be back to purchase again and again. Preferably with another large group.

A Large Format Bottle Has a Huge Impact:

• It makes for great conversation (after the “oohs” and “aahs”)
• It is the showpiece on a table (other tables will be looking)
• Everyone wants to look at it
• Everyone wants to touch it
• Everyone wants to drink from it
• Everyone wants to see if “they can finish the bottle”

It’s a Win-Win situation for the restaurateur and the customer.

Bob Lipinski, the author of 10 books on alcoholic beverages and food, consults, and conducts training seminars on Wine, Spirits, and Food and is available for speaking engagements. He can be reached at www.BobLipinski.com OR Bob@BobLipinski.com