The MAFFEO DRINKS Podcast
082 | Alice Bidini | Bringing Non-Alc Cocktail Culture to Saudi Arabia | Four Seasons Riyadh
Nov 18, 2024
Alice Bidini, an expert in the non-alcoholic beverage industry, discusses her mission of introducing non-alcoholic cocktail culture to Saudi Arabia. She shares insights on the unique challenges of adapting drink trends to local preferences. The conversation highlights the launch of a female-only bar at the Four Seasons, symbolizing cultural shifts. Alice also touches on the transformative power of grassroots marketing and social media in reshaping consumer perceptions, making hesitant customers into loyal fans.
25:48
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Quick takeaways
- Understanding local taste profiles is essential for introducing non-alcoholic beverages successfully in culturally diverse markets like Saudi Arabia.
- The introduction of a female-only staffed bar at the Four Seasons represents a cultural shift towards inclusivity in the traditionally conservative Saudi hospitality sector.
Deep dives
Managing Expectations in Beverage Culture
Managing expectations is crucial for bartenders and bar managers, especially when introducing new drinks like the Negroni to local markets. While aiming to bring traditional beverages to a new locale, it’s important to consider local tastes and preferences, as demonstrated by the slow acceptance of the Negroni in Stockholm years ago. This approach requires patience, as it may take years for a drink to gain popularity, highlighting the need for bartenders to adapt their strategies in the interim. Effective communication with customers plays a significant role in guiding them through unfamiliar options, such as suggesting a non-alcoholic Negroni by relating it to widely appreciated flavors like coffee.
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