Special of the day.
Special ale.
Special quality.
Special offer.
Special features.
Special occasion.
Special friend.
Special school.
Special edition.
Special reserve.
Special guest.
Special service.
Special product.

We all want to feel special. We all want the best.
It would be really nice to have the special rather than the ordinary.
However, the problem with ‘special’ is that everything can’t be special. Otherwise, it wouldn't be special.

So who decides what is special? Simply putting ‘special’ in the description of our products and services isn't really enough. If we want our customers to describe our products and services in this way then our goal must be to make our customers feel special. They must feel important. So ‘special’ isn't what we say about a product or service, it's what we do. It's exceeding expectations. If we can do that then our customers might talk about us and what we did. And then, we will feel special too.

As for Bavarian beer, I have to admit, in my opinion, it's rather special.