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].
ABOUT QUINTESSENTIAL BRANDS
Quintessential Brands owns an award-winning portfolio of world-class spirit brands, which is powered by a strong entrepreneurial vision and passion for innovation, backed by centuries of handcrafted distilling expertise.
Quintessential Brands Group was established in 2011 with the acquisition of G&J Distillers, the UK’s foremost gin distillery, which evolved from Thomas Dakin’s original 1761 operation and now produces an unrivalled quality gin selection. In Ireland, Dublin Liberties Distillery is our home of modern Irish whiskeys and First Ireland Spirits in Abbeyleix crafts award-winning Irish creams. Our French hub, L&L France, creates fine French fruit liqueurs, cognacs, brandies and vodka.
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
