THE Liquor Book
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade. The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade.
The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable
field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
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<strong>THE</strong> LIQUOR BOOK. 15<br />
the recipes you can g-et<br />
tioned.<br />
hold of in which sherry is men-<br />
This will interest a great many women who do not<br />
know how sherry should be used and they will<br />
anxious to try it.<br />
all be<br />
Always wind up, of course, with a strong- statement<br />
of the fact that their cookery will be a failure if any but<br />
the best and purest sherry is used, and that your store is<br />
the place to come for it.<br />
Constantly warn people ag-ainst the dang-ers of impure<br />
wines and liquors and dwell upon the mortitication which<br />
they will be sure to feel if<br />
any but the best.<br />
they serve their g-uests with<br />
If you carry on an educational campaig-n of this<br />
character and tell the people all about the different g-oods<br />
you are pushing- and precisely the way in which they are<br />
to be used, there isn't the slig-htest doubt but that you<br />
can build up a very profitable trade which would otherwise<br />
totally escape you.<br />
There are in your vicinity scores upon scores of<br />
families who seldom use liquors, wines or beer but who<br />
have no particular prejudice ag-ainst them. The trouble<br />
is that the}' do not know anything about them. They<br />
don't know how to -'make mixed drinks or how to serve<br />
them. They don't know what wines should be served<br />
iced and what wines should not. They don't know how<br />
to make punches or anything- of that sort.<br />
They don't know the importance of having- some good,<br />
pure liquor in the house. They don't know how refresh-<br />
ing-, invig-orating- and healthful g-ood beer is with their<br />
meals or just before retiring-. Your business is to tell<br />
them all these things.<br />
Don't try to tell them the w^hole story at once. Tell<br />
them about one thing- and then wait a while. Then tell<br />
them about another and be sure you exhaust the subject<br />
while you are about it.