Carstairs Cautions

Carstairs Bros. Distilling Co. last week released a handsome brochure on how to stay in the retail liquor business though short of whiskey. Its "practical pointers from smart retailers" may give the average U.S. barkeeper or liquor dealer a lift. But for the average, about-to-be-parched whiskey-bibber (see above), Carstairs cautions sounded like an awful letdown. Sample pointers, based on actual experience:

> "The original purpose of serving salty items such as pretzels, peanuts and potato chips was to create a thirst. . . . With the whiskey shortage, this type of snack should definitely be eliminated."

> "The majority of smart operators covered in our survey found that it was practical to limit their customers to four drinks at the most. In view of present conditions, any reasonable man will be satisfied with this amount" (see cut).

> "The practice of giving free drinks has always been a bad one."

>"Have the patron pour his own--it is a psychological fact that the average customer will fill his glass to nowhere near the brim and be perfectly contented. . . ."

> "If your bartender takes his time in waiting on each customer, you will conserve a surprising amount of whiskey in the course of a day. ... A few seconds spent chatting with each customer will serve the double purpose of conserving whiskey and creating good will."

> "Use more water, soda, vichy or ginger ale in highballs. The human system can absorb just so much liquid. . . . After the drink has been served, put the bottle back on the back-bar. A bottle standing in front of the customer suggests and invites another drink. . . ."

> "Patrons who appreciate fine liquor do not drink before noon."

> "Display has always sold whiskey. Keep your popular brands out of sight. ... If space is limited, turning the bottles on your shelves so that the brand name does not show will be helpful."

> "Casual customers who plan weekend parties will be happy to take your slow-movers off your hands. It's a good idea to sell no popular brands on the weekends. As a matter of fact, customers who ask for whiskey on weekends can very readily be switched to rum or wine."

> "Why not close up for a couple of weeks and take a real vacation?"

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