Bacardi expands its team of retail ambassadors as air traffic picks up

By Charlotte Turner |

Bacardi says it is expanding its team of retail ambassadors ahead of what is anticipated to be a busy summer season for airports, bolstering its ‘advocacy-led approach’ to the in-store experience at duty free stores. 

 

Bacardi says it started on its advocacy mission in 2015 with a commitment to nurturing a team of dedicated retail ambassadors.

 

According to the drinks company, several ambassadors have represented Bacardi’s whisky portfolio right from the start, becoming experienced whisky experts, through regular training and personal development in addition to time spent in the distilleries and with Dewar’s Master Blender, Stephanie MacLeod.

 

TEELING DISTILLERY VISIT

Last month, the European team of retail ambassadors met in Dublin with a visit to the Teeling distillery to discover the craftsmanship that goes into the Irish whiskey range and to understand the potential it has in European travel retail.

The European team of retail ambassadors met in Dublin with a visit to the Teeling distillery.

The European team of retail ambassadors met in Dublin with a visit to the Teeling distillery.

The partnership between Bacardi and Teeling extends from Europe to China with the recent launch of the Teeling Vintage Reserve Collection with China Duty Free Group in Hainan and there are plans for range extensions in key European locations.

 

Sam Pickard, Director, Europe & Global Advocacy, Bacardi Global Travel Retail explains the company’s commitment to advocacy. “A great retail experience is underpinned by the human connection and we look for ambassadors with the ability to listen, to identify a need and match that to a suitable product.

 

Sam Pickard, Director, Europe & Global Advocacy, Bacardi Global Travel Retail.

Sam Pickard, Director, Europe & Global Advocacy, Bacardi Global Travel Retail.

‘INSPIRING GREATY LOYALTY AND PERFORMANCE’

“At Bacardi, we place great value on these advocacy-led skills that puts trust at the heart of the interaction with shoppers.

 

“Our team of retail ambassadors have helped transform Bacardi’s business over the past few years because their customer service is different and stays long in the shopper’s memory and I’m always delighted to see regular positive feedback from shoppers too.”

 

The Bacardi Retail Ambassadors in Europe are generally employed by specialist promotional agencies including Blackjack Promotions in the UK. Leanne Nutter, Brand and Retail Director at Blackjack Promotions explains.

 

“Bacardi was one of the first companies in premium spirits to understand the value of retail advocacy and the power of having people with the right skills in-store.

 

“Their commitment to professional recruitment, and their investment in the training, learning and development of the team with an attractive reward structure inspires great loyalty and performance.

 

“It’s fantastic to see the ambassadors go from strength to strength on a personal basis – all thanks to an unrivalled advocacy model in spirits retailing in travel retail.”

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