The Whisky Ambassador, in partnership with Fife-based branding consultancy 15PL ltd, is expanding their whisky training programme into Asia with DFS Group, the world’s leading luxury travel retailer.
20 DFS Group employees at Changi Airport, Singapore, have been the first to be trained to provide customers with expert information and advice on buying whiskies from across the globe.
Following the success of the initiative, DFS plans to roll out The Whisky Ambassador programme across all of their duty free shops across Asia.
Jo Graham, managing director of The Whisky Ambassador, said: “This training programme was designed specifically for the licensed trade, to give trainees the knowledge and skills to advise customers confidently about whisky.
“By expanding in Asia in partnership with 15PL, we have brought these skills to a new marketplace and have given DFS customers the opportunity to buy duty free Scottish whisky from experts.”
He added: “The thirst for whisky in Asia is getting greater and greater. Our partnership will help sales associates in DFS stores in Asia provide whisky that suits their customers’ needs and it also means that Scotland can continue to export the highest quality of whisky into the Asian markets with confidence.”
Trainees attending the course are provided with information on how whisky is made, tasting and nosing, the history of the drink, the economic impact and culture of whisky, and customer service.
The intensive course focuses on training sales associates to advise customers knowledgeably on their whisky purchases.