Bacardi Global Travel Retail will expand its team of retail ambassadors ahead of the summer season in Europe. Its plans focus on the company’s advocacy-led approach to the in-store experience of its whiskies and other premium brands.
Bacardi noted the start of its advocacy mission in 2015, underlining a commitment to nurturing a team of dedicated retail ambassadors. The company pointed out that several ambassadors have represented Bacardi’s whisky portfolio from then, becoming experts in their fields.
Retail ambassadors visited Dublin’s Teeling distillery in March, to consider the Irish whiskey brand’s potential in European travel retail.
As reported, Bacardi Global Travel Retail launched the Teeling Whiskey – The Vintage Reserve Collection exclusively with China Duty Free Group in Hainan earlier this year. According to Bacardi, there are plans for range extensions in key European locations.
Bacardi Global Travel Retail Director Europe & Global Advocacy Sam Pickard said: “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.
“At Bacardi, we place great value on these advocacy-led skills that put 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.
Blackjack Promotions Brand and Retail Director Leanne Nutter commented: “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.”
Footnote: The Moodie Davitt Report is inviting submissions for the Travel Retail Superstars Awards 2022. This second virtual edition of the awards will again focus the spotlight on the thousands of frontline and behind the scenes staff who have helped keep the industry going over the last difficult year.
They will shine a light on the achievements of travel retail employees across airport, airline, downtown store and cruise sectors, and celebrate the strength of the human spirit, resourcefulness and ingenuity in our industry.
