USA. DFS, San Francisco International Airport, in partnership with The Whisky Ambassador and 15PL Limited, has become the first travel retailer in North America to be granted the Whisky Ambassador Venue Accreditation.
DFS described the Whisky Ambassador programme as the world’s first accredited training course focused solely on whisky – one that provides staff with the knowledge, skills and confidence to engage customers with Scotch whisky.
Together with DFS’ own learning and development programme, DFS University, the Whisky Ambassador and 15PL Limited designed a detailed training programme exclusively for DFS employees. The aim was to provide specialised assistance to travel retail customers across DFS wines and spirits stores at San Francisco International Airport.
“We are excited to partner with The Whisky Ambassador to bring our customers an inspiring and educational experience when shopping for the perfect whisky at DFS, San Francisco International Airport,” said DFS Group North America Managing Director Mark Sullivan. “As interest in whisky grows, we want to provide all levels of customers – whether whisky novices or connoisseurs – with the highest level of service to meet their needs.
“We’re confident that with our staff’s expertise and deep understanding of Scotch whisky, coupled with our fantastic product offering, DFS, San Francisco International Airport will continue to be the world traveller’s preferred destination for wines and spirits.”
DFS’s San Francisco location is the second worldwide to receive the accreditation, following the implementation of a similar programme at the retailer’s Singapore Changi Airport stores.
The retailer said it is “pioneering a new standard of service in the world of whisky”. It commented: “With Whisky Ambassadors on the sales floor, travellers at DFS, San Francisco International Airport can expect to indulge themselves in and learn about various whiskies from across the globe with tailored tastings for an even more personalised shopping experience.”
DFS has been investing in the formal Whisky Ambassador training of Sales Associates across the globe since January 2016 to cultivate an “innovative and exclusive educational experience” in DFS stores.
To complete the Whisky Ambassador program, DFS Sales Associates undergo extensive training on how whisky is made, its history, economic impact and culture. The course also involves extensive tasting and nosing as well as customer service. The course was developed as part of DFS University’s School of Wines and Spirits and has been rolled out to DFS employees at Singapore Changi Airport, Hong Kong International Airport and San Francisco International Airport.
