Make people feel smart and they’ll come back again and again.


The Capital Grille needed to increase guest counts during slow summer months. But staging a conventional value promotion would be anathema to the restaurant’s position as a high-end, white tablecloth steak house.

People love to feel smart about wine. So, ironically, they’re often reluctant to try new wines for fear of appearing ignorant. The Capital Grille offers more than 350 wines and has won an unprecedented number of Awards of Excellence from Wine Spectator magazine. So why not offer diners the chance to increase their oenophilic expertise as an inducement to dine at The Capital Grille during slow, summer months?

Working closely with Darden’s wine experts, we created The Generous Pour, which allowed guests experience up to seven extraordinary, but perhaps unfamiliar wines, for just $25. The price-point was designed to feel like a small splurge, but, after all, this was educational.

“This event gives our guests the opportunity to enjoy truly delicious wines and explore their own perfect pairings at a price-point that is truly generous,” said The Capital Grille Master Sommelier George Miliotes.

The Generous Pour has been so successful that, in 2014, The Capital Grille will run the program for the sixth year in a row.

* Rebecca Rush, CD, CW; Crafton Langley, AD