20/02/2022 The Retail Brand Ambassador for Sipsmith, Raquel Ferreira elaborates her brand promotion strategies and how she uses GTR activations.
Raquel Ferreira is the Travel Retail Ambassador for Sipsmith Gin at Beam Suntory. Born and raised in Portugal in a winemaking class, she has been around wines and spirits. She has worked in cordial reception for a farseeing time in one of the best venues in London and developed a passion for customer service. She is besides a part of Blackjack Promotions as Sales Consultant, helping brands to reach their potential buyers. Her character revolves around Global Travel Retail, largely promoting brands through travel retail. In this interview, she discusses how she markets the limited edition, collectible locomotion retail liquors .
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Can you tell us a little about yourself and how did you progress in this role?
My roots are in a charming provincial center of Portugal. Viseu is one of Portugal ’ s top wine-producing areas.
Born and raised in a vintner ‘s Family, I spent my childhood among the vineyards. The reap season had such a gay atmosphere, my favorite contribution of all was foot tread, stomping grapes by foot to extract the juice. It was so much fun. Wine and spirits were always share of my life, I however have a identical clear recall of the first time I went to an alambique. Once the wine has been separated from the skins and pips and put to ferment in casks or bottles the remaining must is distilled to produce aguardente in a portuguese potentiometer distillery alambique, if I close my eyes I inactive can smell it !
When I decided to move to London in 2002, I worked in bars, restaurants, pubs, and VIP lounges, where I cultivated my rage for cordial reception. With my extensive experience in the cordial reception and liquor industry, I decided to join Blackjack promotions in 2014, at Heathrow Airport. Since then I have helped many big, and small companies to increase brand awareness through promotions in travel retail and duty-free shops. In 2018 I joined the Beam Suntory team in travel retail and I became travel retail stigmatize ambassador for Sipsmith where I nourished an ambition of educating people ‘s palate for a big snare. I represented Beam Suntory and Sipsmith on roadshows, showcasing and providing train on newly launched products. fortunately, I have a job that permits me to meet new people every sidereal day from all around the global, from all backgrounds, and share with them my heat for spirits, inheritance, custom, and craft .
image : Raquel Ferreira
As a Brand Ambassador for Sipsmith, could you give us a brief about your role and what are some of the tasks involved?
As Travel Retail Ambassador I have a deputation of bringing Sipsmith to sippers in all four corners of the global. I am a story-teller, and I am privileged to parcel with the populace the beautiful fib of The Three Amigos in a deputation to open the first copper distillery in London in about 200 years and bring uncompromising London dry cotton gin, back to its dwelling the way it used to be made, the way it should be made. I assist the rolling out of Sipsmith and Beam Suntory Dufry activities I organize and horde staff education. I am felicitous to “ get my hands dirty ” and get involved in all that is going on at Sipsmith .
How do you increase visibility and promote brand awareness around consumers and trade?
By driving the Beam Suntory great acculturation in exciting GTR ( Global Travel Retail ) activations and by adding service and experience in between a dram or two. GTR is a lot about touch, feel, and sampling, GTR is the perfect target to recruit more consumers. globally the alcohol diligence was among the hardest strike by the extensive lockdowns and economic shutdowns, I was very lucky to be able to do my subcontract about all through the pandemic .
What are the 3 things you focus on while pitching your product to buyers?
The 3 things I focus on while pitching my Sipsmith products to customers are the imagination of three friends, a request for smithery that open the door for the craft revolution, and the perfect recipe the commitment to smith an uncompromising London dry gin the way it used to be made, the way it should be made.
double : Raquel Ferreira
What do you focus on in your training and masterclasses?
I tailored my aim depending on what product from the brand portfolio will be demonstrated to ensure I can inspire and educate staff, colleagues, and friends .
Maintaining relationships with your clients is a big part of your role, what are a few simple yet effective ways to keep that going?
Maintaining relationships is identical important in my occupation, I work with a wholly wide world of spirits you won ’ metric ton be able to find at your local workshop or even at your favorite on-line retailer. These spirits are entirely available at travel retail ( duty-free ). We offer a place for experimental and singular offerings, angstrom well as high-end limited editions and collectibles, so it ‘s identical important to keep my even customers informed when these rarities land on the denounce shock .
What are some of the changes you have noticed in the drinks industry since the Pandemic? How has this affected your brand?
The global of spirits invention has been clear and a few trends have emerged during the events of the last two years fuelled by the impact of the pandemic on consumer choices. I can notice a growing appetite for low-to-no alcohol products, ready-to-drink, I think premium brands quickly adapted it to the new course .
double : Raquel Ferreira
Lockdown, restrictions, quarantine periods, and cosmopolitan fear of traveling have created a major challenge to travel retail. I believe customer engagement is going to be key to the travel retail convalescence. My slice of advice for new representatives is “ Yatte Minahare ”, pipe dream big, take challenges, and never give up .
What is your favorite Sipsmith cocktail and how to make it?
My favorite Sipsmith cocktail is Sipsmith Gimlet, combine 50ml Sipsmith London dry gin, 25ml impertinently squeezed linden juice with 20ml bare syrup, shake well, strain into a cool cocktail glass, garnish with a calcium oxide chock and enjoy .
Interviewed By Prithvi Nagpal, Editor & Sommelier, Beverage Trade Network