International spirits company and reigning International Spirits Challenge Gin Distiller of the Year, Quintessential Brands Group, is rolling out a new digital training platform that aims to equip GTR sales teams with everything they need to know about gin, following a successful trial with Dufry.

The platform was launched in response to the Covid-19 global pandemic to engage and educate staff during lockdown about the company’s award-winning, premium gin brands, which include Greenall’s, BLOOM, Opihr, Thomas Dakin and Berkeley Square. Once travel frequency picks up as restrictions are lifted, staff who have completed the training will be well-equipped to maximise sales, driving a faster recovery for the channel.

The training consisted of four modules, each to be completed within a week. At the end of each module, participants take a quiz on what they’ve learnt, with the five top-scorers receiving a Quintessential Brands ‘Perfect Serve’ G&T kit, enabling them to re-create the serves they’ve learnt about at home. Following the completion of the Dufry training, 10 lucky winners have been selected to visit Quintessential Brands award-winning distillery for a gin workshop followed by a night on the town in Manchester’s best gin bars.

Since the training tool launched with Dufry six weeks ago, 178 Dufry staff from across various retail sites have successfully completed the training. With feedback from Dufry resoundingly positive, Quintessential Brands now plans to roll this out to other operators following a successful launch.

Ciara Hamill, Terminal Manager for Belfast Airport and Training Program Coordinator at Dufry, commented: “We are very grateful to the team at Quintessential Brands for creating such a fabulous five-week training package for our Dufry UK teams. The feedback I have received from people about how much they have enjoyed and appreciated this weekly training has been fantastic and it has really helped to keep furloughed staff engaged and re-energised about coming back to work and ready to sell.”

Jonathan Marsh, Managing Director of EMEA and GTR at Quintessential Brands Group, commented: “This digital training platform was born out of our desire to support our key GTR customers during these exceptionally challenging times. With the entire industry being affected by the pandemic, it’s vital that we remain positive and focus all efforts on ensuring a strong recovery for the sector when travel restrictions are lifted. With over 250 years of gin distilling heritage, there’s no company more passionate or better qualified to talk about gin, so by helping to educate sales teams and engage them with our gin brands, we hope to help our customers to achieve strong sales when travel resumes.”

For more information on Quintessential Brand Group’s GTR Digital Training Platform, please contact [email protected]

For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]


Quintessential Brands is an award-winning international spirits company, dedicated to distilling and crafting the world’s best alcohol brands for consumers and customers globally. Pioneering spirits of the industry, inspired since 1761 by their founder, Thomas Dakin, Quintessential Brands Group delivers a diverse portfolio of award-winning, best-selling spirits with unrivalled heritage and craftsmanship.

Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and entrepreneur, Warren Scott, Quintessential Brands Group owns world-class manufacturing facilities across Europe, including G&J Distillers, the world’s oldest continuous gin distillers, in Cheshire, UK; L&L in France, a leading manufacturer of fruit spirits and liqueurs; Irish Cream artisan producers, First Ireland Spirits; and the Dublin Liberties Distillery, which opened in 2019. Renowned for its white spirits expertise at G&J Distillers, Quintessential Brands has won International Spirit Challenge Gin Producer of the Year three times and is fast winning a reputation as one of the most exciting new Irish whiskey producers to emerge on the scene.

Quintessential Brands’ award-winning premium brands portfolio includes Greenall’s The Original Handcrafted Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Gin. Its Irish brands include The Dubliner Irish Whiskey, The Dublin Liberties Irish Whiskey, The Dead Rabbit Irish Whiskey, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. iqueurs in the portfolio include Alizé and Toussaint Coffee Rum Liqueur. The company is also a leader in contract bottling and own label & private label spirits, working with retail partners across the world to provide spirits solutions of unrivalled quality.


2020-06-29T14:23:20+01:00 June 29th, 2020|News, Press Releases|