THE Liquor Book

THE LIQUOR BOOK. 15
the recipes you can g-et
tioned.
hold of in which sherry is men-
This will interest a great many women who do not
know how sherry should be used and they will
anxious to try it.
all be
Always wind up, of course, with a strong- statement
of the fact that their cookery will be a failure if any but
the best and purest sherry is used, and that your store is
the place to come for it.
Constantly warn people ag-ainst the dang-ers of impure
wines and liquors and dwell upon the mortitication which
they will be sure to feel if
any but the best.
they serve their g-uests with
If you carry on an educational campaig-n of this
character and tell the people all about the different g-oods
you are pushing- and precisely the way in which they are
to be used, there isn't the slig-htest doubt but that you
can build up a very profitable trade which would otherwise
totally escape you.
There are in your vicinity scores upon scores of
families who seldom use liquors, wines or beer but who
have no particular prejudice ag-ainst them. The trouble
is that the}' do not know anything about them. They
don't know how to -'make mixed drinks or how to serve
them. They don't know what wines should be served
iced and what wines should not. They don't know how
to make punches or anything- of that sort.
They don't know the importance of having- some good,
pure liquor in the house. They don't know how refresh-
ing-, invig-orating- and healthful g-ood beer is with their
meals or just before retiring-. Your business is to tell
them all these things.
Don't try to tell them the w^hole story at once. Tell
them about one thing- and then wait a while. Then tell
them about another and be sure you exhaust the subject
while you are about it.