DFS AND THE WHISKY AMBASSADOR WILL ROLL OUT WHISKY TRAINING PROGRAM GLOBALLY
JANUARY 22, 2016, SINGAPORE– DFS Group, the world’s leading luxury travel retailer, announced today in partnership with The Whisky Ambassador and 15PL Limited that DFS, Singapore Changi Airport is the first travel retail venue worldwide to receive The Whisky Ambassador’s Venue Accreditation. The Whisky Ambassador program is the UK’s only accredited training course focused solely on whisky that provides staff with the knowledge, skills and confidence to engage customers with Scotch whisky. Together with DFS’ own learning and development program DFS University, The Whisky Ambassador and 15PL Limited designed an in-depth training program exclusively for employees to provide specialized assistance to travel retail customers across DFS’ wines and spirits stores at Changi Airport.
“Our Changi Airport store is DFS’ flagship wines and spirits hub, as well as travel retail’s largest assortment of single malt whiskies in Asia Pacific. It felt natural to partner with The Whisky Ambassador and 15PL Limited to gain accreditation for DFS, Singapore Changi Airport and have our employees certified as Whisky Ambassadors,” said Wilcy Wong, DFS Group’s Managing Director, Singapore and Indonesia. “We’re confident that with our staff’s expertise and deep understanding of single malts, coupled with our fantastic product offering, DFS, Singapore Changi Airport will continue to be world traveler’s preferred destination for wines and spirits.”
To complete the Whisky Ambassador program, DFS Sales Associates underwent extensive training on how whisky is made, tasting and nosing, the history of the drink, the economic impact and culture of whisky as well as customer service. The course was developed as part of DFS University’s School of Wines and Spirits and will be rolled out to DFS Sales Associates in the Wines, Spirits and Tobacco team globally.
“We are honored to be the first travel retail company in the world to receive The Whisky Ambassador’s Venue Accreditation and we’re confident that this certification will allow us to deliver an incredible customer experience that educates and inspires,” said DFS Group’s Brooke Supernaw, Senior Vice President Spirits, Wines and Tobacco. “Whisky requires a deep level of knowledge to educate the customer on differences in production techniques, flavor profiles, regions of origin as well as growing trends such as Japanese and Taiwanese whiskies. Now that our Sales Associates are certified Whisky Ambassadors, customers can be confident that whether they are whisky novices or connoisseurs, DFS will provide the highest level of service to meet their needs.”
The Whisky Ambassador’s Venue Accreditation at DFS, Singapore Changi Airport builds on the opening of DFS’ wines and spirits duplex store at Changi Airport’s Terminal 3 in May 2015. Boasting over 1,400 products from over 440 spirits, wine and tobacco brands across 11,400 square feet and two floors, the store is a whisky destination for travelers, with 110 single malt products from 50 brands, the largest assortment of single malts available in travel retail in Asia Pacific. The store also features a Long Bar by Raffles – a tasting bar in collaboration with one of Singapore’s most historical landmarks, the Raffles Hotel – serving its famed cocktail invention, the original Singapore Sling. Guests can also enjoy guided tastings and a monthly program of exciting and interactive activities, featuring master classes for cocktail mixology, bartending and hosting at home.
“We congratulate DFS Group on its latest feather in the cap with its venue accreditation by The Whisky Ambassador. Their Wines & Spirits duplex store launched in May last year was an innovative concept aimed at giving shoppers a unique experience. Now, with this accreditation, the opportunity to experience the mysteries and allure of the Scotch whisky in a deep way in our liquor stores definitely sets Changi Airport apart. Our passengers enjoy an even more enhanced experience with the advice and recommendations of the DFS team of Whisky Ambassadors when they shop for whisky at Changi Airport,” said Teo Chew Hoon, Changi Airport Group’s Senior Vice President Airside Concessions.