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Task
Premier Inn wanted to raise the profile of their bar and increase sales. They needed to engage with their residents and tell them that their bar staff were all now fully trained (this was new) and that they had a great range of drinks available. The brief that initially came over was to create just a drinks menu. However I knew in order to achieve the clients ambitions that I would need to think a lot broader.
This started with the proposition I created for them:

From first stop to great nightcap, our bar is open to welcome guests with a premium selection of drinks, all poured to perfection by our expert team of ‘Tapsters’. Whether guests are enjoying a big celebration, going to see their favourite band or about to jet off to a distant land, our bar is as much part of that story as our rooms. Premier Inn’s Good Night Guarantee is about more than just sleep, it’s about a great experience from start to finish.

I wanted to elevate the position of bar tender or server to communicate to residents that their bar teams are specially trained to know exactly what goes into the finest refreshment. I wanted to highlight the expertise, experience and care that ensures the perfect head on every pint and the perfect blend in every G&T. I didn’t want this title to be too grandiose, specialist or pretentious, like mixologist or vintner. Instead, I was looking for a title that staff could be proud of, and a title that could become intrinsic in Premier Inn’s bar culture.

I think ‘Tapster’ (A person who draws and serves alcoholic drinks at a bar.) strikes the perfect balance. It’s unusual and memorable, but grounded in the idea of serving drinks with pride.