Beam Suntory intros Brand Ambassador Excellence platform for GTR

By Kristiane Sherry |

Beam Suntory Brand Ambassador Excellence programme

Beam Suntory has launched its Brand Ambassador Excellence programme, specifically developed for GTR.

Global spirits group Beam Suntory is rolling out a new Brand Ambassador Excellence digital platform to support its team in the global travel retail channel.

The programme will develop staff knowledge and “take learning to the next level” so it can deliver “premium” shopper experiences.

With a range of functionalities, Beam Suntory said the platform will help its Brand Ambassadors with their day-to-day tasks as well as better engage with travelling consumers.

A centralised hub allows users to discover brand stories stretching back 200 years. Industry knowledge is also front and centre.

Assigned e-learning plans show priorities for each location, and track progress. Users will earn points for different achievements and milestones.

Calendar and campaign functions detail launches, in-store activations, collaborations and limited-time offerings. 

In addition, a portfolio section gives access to product images, tasting notes, and selling propositions.

A news section keeps Brand Ambassadors informed about industry developments from the Beam Suntory network. Push notifications highlight new content. 

Finally, a social page allows team members to connect with each other to build a global community. 

Beam Suntory Brand Ambassador Excellence: Investing in people

“GTR Brand Ambassadors play a crucial role in bringing our much-loved brands to life for consumers,” said John Galiatsatos, Senior Brand Ambassador Excellence Manager, Global Travel Retail. 

“They are our storytellers, connecting and building lasting relationships with our shoppers and consumers, and are a vital part of our mutual strategy with our retail partners to drive footfall into store.”

The Brand Ambassador Excellence Platform will help to drive sustainable growth for our brands by ensuring our Brand Ambassador community is always well-informed and connected to our brands. Beam Suntory is proud to accelerate our digital footprint and capabilities to provide this one-stop-shop to support our valued Brand Ambassadors.”

Beam Suntory Brand Ambassador excellence digital programme

Beam Suntory’s Brand Ambassador Excellence is available globally on digital devices

Ashish Gandham, Beam Suntory Global Travel Retail Managing Director, added: “Beam Suntory GTR marked a significant milestone in 2023, officially surpassing pre-pandemic sales in this dynamic, growing channel. 

“Our outstanding Brand Ambassadors played a critical role in helping us reach this milestone, and we will continue to invest in giving them the resources they need to be effective.

“Beam Suntory is pleased to introduce this best-in-class digital platform to further empower our Beam Suntory Brand Ambassadors as we aim to drive consistent ‘Excellence in Execution’ and deliver a premium experience to our shoppers at airports, border stores and within the cruise sector.”

Earlier this year, Beam Suntory released travel retail exclusive Bowmore and Auchentoshan expressions to mark Lunar New Year.

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