{"id":9645,"date":"2025-05-15T10:37:03","date_gmt":"2025-05-15T08:37:03","guid":{"rendered":"https:\/\/staffglobalgroup.com\/?p=9645"},"modified":"2025-05-15T14:28:50","modified_gmt":"2025-05-15T12:28:50","slug":"how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador","status":"publish","type":"post","link":"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/","title":{"rendered":"HOW TO CONNECT BRAND AND CONSUMER IN THE BEVERAGE SECTOR: TRAINING, TECHNOLOGY AND A GOOD BRAND AMBASSADOR"},"content":{"rendered":"<div class=\"extract-post\">\n<p>In a market where the shelves are saturated, cocktail lists are renewed every three months, and consumers have the attention span of a goldfish with Wi-Fi, connecting a brand with its audience is no small feat. Especially when it comes to the\u00a0<strong>spirits<\/strong>\u00a0sector and, more broadly, the competitive\u00a0<strong>FMCG (Fast Moving Consumer Goods)<\/strong> environment.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenido<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#BRAND_AMBASSADORS_THE_ART_OF_FALLING_IN_LOVE_FROM_THE_BAR\" >BRAND AMBASSADORS: THE ART OF FALLING IN LOVE FROM THE BAR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#COMMERCIAL_TRAINING_WHEN_THEORY_SHAKER\" >COMMERCIAL TRAINING: WHEN THEORY SHAKER<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#THE_NEW_SALES_PROMOTER_NO_LONGER_JUST_SMILES_HE_ALSO_MEASURES_AND_ANALYSES\" >THE NEW SALES PROMOTER NO LONGER JUST SMILES: HE ALSO MEASURES AND ANALYSES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#TRAINING_AND_COMMUNICATION_IN_MASSES_TREND_OR_NATURAL_EVOLUTION\" >TRAINING AND COMMUNICATION IN MASSES: TREND OR NATURAL EVOLUTION?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#CONNECTING_BRAND_AND_CONSUMER_STARTS_BY_EMPOWERING_THE_TEAM\" >CONNECTING BRAND AND CONSUMER STARTS BY EMPOWERING THE TEAM<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/#Can_you_imagine_what_your_brand_could_achieve_if_every_person_on_your_team_was_your_best_ambassador\" >Can you imagine what your brand could achieve if every person on your team was your best ambassador?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>What if I told you that the key isn&#8217;t just in the media campaign or the fluorescent packaging? Sometimes, the real impact is generated long before a bottle is uncorked: at the bar, in a face-to-face training session, or in that story a\u00a0<strong>Brand Ambassador<\/strong>\u00a0tells with more passion than the entire marketing team, complete with AI.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"BRAND_AMBASSADORS_THE_ART_OF_FALLING_IN_LOVE_FROM_THE_BAR\"><\/span>BRAND AMBASSADORS: THE ART OF FALLING IN LOVE FROM THE BAR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A\u00a0<strong>Brand Ambassador<\/strong>\u00a0isn&#8217;t an influencer in a uniform, nor a salesperson with a cocktail list. They&#8217;re a hybrid figure\u2014yes, like post-pandemic events\u2014that combines technical knowledge, natural charisma, and an almost anthropological sensitivity toward the brand, the bartender, and the end consumer.<\/p>\n<p>In the hospitality industry, this figure has established itself as\u00a0<strong>a key player<\/strong>\u00a0in translating brand values \u200b\u200binto memorable experiences. Their role goes beyond providing training: they build community, convey purpose, and generate real loyalty. Because, let&#8217;s be honest: no one&#8217;s life is changed by a banner, but a conversation with someone who lives the brand can.<\/p>\n<p>A very close example is\u00a0<strong>Carlos R\u00edos<\/strong>, Brand Ambassador at\u00a0<strong>Diageo Bar Academy<\/strong>. His day-to-day life\u2014spoiler alert: it&#8217;s not all glamour and cocktails\u2014is captured in\u00a0<a href=\"https:\/\/www.diageobaracademy.com\/es-es\/home\/desarrollo-profesional\/el-arte-de-ser-brand-ambassador-mezclando-pasion-y-profesion\">this article<\/a>, which I recommend reading with a good Espresso Martini in hand. From sustainability classes to workshops at hospitality schools, Carlos demonstrates how technical knowledge and soft skills can transform a product into a memorable story.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"COMMERCIAL_TRAINING_WHEN_THEORY_SHAKER\"><\/span>COMMERCIAL TRAINING: WHEN THEORY SHAKER<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Talking about\u00a0<a href=\"https:\/\/staffglobalgroup.com\/en\/commercial-outsourcing\/sales-force\/channel-training\/\"><strong>sales training<\/strong><\/a>\u00a0sometimes sounds like a sales manual from the last century. But when you work with spirits (and with humans), you know that PDFs or PowerPoints don&#8217;t sell. What does is training tailored to the reality of the point of sale: practical, relevant, agile, and\u2014very importantly\u2014designed with respect for the bartender, not from the ivory tower of a brand book.<\/p>\n<p>At\u00a0<strong>Staff Global Group, we&#8217;ve been designing <\/strong><strong>sales training<\/strong>\u00a0programs for years\u00a0that combine educational content with hospitality, cocktail, and emotional communication techniques. The result? More confident, more motivated teams&#8230; and brands that leave a mark. We&#8217;ll be able to share some concrete impact data soon, but what we already know is that when training is meaningful, sales take notice. A lot.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"THE_NEW_SALES_PROMOTER_NO_LONGER_JUST_SMILES_HE_ALSO_MEASURES_AND_ANALYSES\"><\/span>THE NEW SALES PROMOTER NO LONGER JUST SMILES: HE ALSO MEASURES AND ANALYSES<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The role of the\u00a0<a href=\"https:\/\/staffglobalgroup.com\/en\/commercial-outsourcing\/sales-promoters\/\"><strong>sales promoter<\/strong><\/a>\u00a0has evolved so much that we could already call it &#8220;Promoter 2.0.&#8221; Today, those who represent a brand at the point of sale must combine empathy, storytelling, and presence&#8230; with mastery of digital tools, real-time data analysis, and KPI monitoring.<\/p>\n<p>In many projects, teams rely on dashboards that allow them to monitor interactions, measure inventory, and adjust strategy almost on the fly. Because yes, instinct is still key, but cross-referencing it with data allows us to make better decisions and justify each action to both the client and the brand.<\/p>\n<p>And as is often the case, the best results come not from choosing between digital and human, but from combining both.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"TRAINING_AND_COMMUNICATION_IN_MASSES_TREND_OR_NATURAL_EVOLUTION\"><\/span>TRAINING AND COMMUNICATION IN MASSES: TREND OR NATURAL EVOLUTION?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the\u00a0<strong>consumer goods<\/strong>\u00a0sector , especially in beverages, we are experiencing a profound transformation:<\/p>\n<ul>\n<li>Hybrid training that combines in-person sessions with digital training.<\/li>\n<li>Personalized content based on experience, channel, or consumption moment.<\/li>\n<li>And increasingly,\u00a0<strong>gamification<\/strong>\u00a0as a way to increase engagement and retention.<\/li>\n<\/ul>\n<p>At\u00a0<strong>Staff Global Group<\/strong>, these trends don&#8217;t surprise us. We&#8217;re applying them\u2014through trial, error, and learning\u2014in projects with leading brands, where the challenge lies precisely in maintaining consistency without losing freshness.<\/p>\n<p>As I recently mentioned on\u00a0<a href=\"https:\/\/www.linkedin.com\/posts\/marinarodriguezruiz_el-arte-de-ser-brand-ambassador-mezclando-activity-7317800138897330177-Bqon\">LinkedIn<\/a>\u00a0, the difference between working with Brand Ambassadors and hiring one-off influencers is huge. The former build long-term relationships, generate real connections, and know the brand better than many briefings. At\u00a0<strong>Diageo Bar Academy<\/strong>, we&#8217;ve experienced this firsthand.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"CONNECTING_BRAND_AND_CONSUMER_STARTS_BY_EMPOWERING_THE_TEAM\"><\/span>CONNECTING BRAND AND CONSUMER STARTS BY EMPOWERING THE TEAM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In an environment as competitive as the spirits industry, true differentiation isn&#8217;t always in the recipe, but in\u00a0<strong>who&#8217;s telling it<\/strong>\u00a0. And that&#8217;s where well-designed training, committed profiles, and the right tools come into play.<\/p>\n<p>At\u00a0<strong>Staff Global Group<\/strong>, we collaborate with brands like Diageo to design strategies that combine talent, technology, and passion. Because training and empowering teams isn&#8217;t just an investment: it&#8217;s the best way to ensure your brand doesn&#8217;t just stay on the label, but truly reaches the glass, the heart&#8230; and the memory.<\/p>\n<p>As specialists in\u00a0<strong>sales training<\/strong>, point-of-sale activations, and ambassador talent development, at\u00a0<strong>Staff Global Group<\/strong>\u00a0we work every day to ensure brands are not just seen, but felt. We are committed to strategies that combine technology, creativity, and human intimacy to achieve measurable results in demanding environments such as the hospitality and spirits sectors.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Can_you_imagine_what_your_brand_could_achieve_if_every_person_on_your_team_was_your_best_ambassador\"><\/span>Can you imagine what your brand could achieve if every person on your team was your best ambassador?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In a market where the shelves are saturated, cocktail lists are renewed every three months, and consumers have the attention span of a goldfish with Wi-Fi, connecting a brand with its audience is no small feat. Especially when it comes to the\u00a0spirits\u00a0sector and, more broadly, the competitive\u00a0FMCG (Fast Moving Consumer [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65],"tags":[],"class_list":["post-9645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-outsourcing-services-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HOW TO CONNECT BRAND AND CONSUMER IN THE BEVERAGE SECTOR: TRAINING, TECHNOLOGY AND A GOOD BRAND AMBASSADOR - Staff Global Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW TO CONNECT BRAND AND CONSUMER IN THE BEVERAGE SECTOR: TRAINING, TECHNOLOGY AND A GOOD BRAND AMBASSADOR - Staff Global Group\" \/>\n<meta property=\"og:description\" content=\"In a market where the shelves are saturated, cocktail lists are renewed every three months, and consumers have the attention span of a goldfish with Wi-Fi, connecting a brand with its audience is no small feat. Especially when it comes to the\u00a0spirits\u00a0sector and, more broadly, the competitive\u00a0FMCG (Fast Moving Consumer [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/staffglobalgroup.com\/en\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\/\" \/>\n<meta property=\"og:site_name\" content=\"Staff Global Group\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/StaffGlobalGroup\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-15T08:37:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-15T12:28:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/staffglobalgroup.com\/wp-content\/uploads\/IMG_7007-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alba Dominguez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alba Dominguez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/\"},\"author\":{\"name\":\"Alba Dominguez\",\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/#\\\/schema\\\/person\\\/d943eee2154d14931b912ee051a7615b\"},\"headline\":\"HOW TO CONNECT BRAND AND CONSUMER IN THE BEVERAGE SECTOR: TRAINING, TECHNOLOGY AND A GOOD BRAND AMBASSADOR\",\"datePublished\":\"2025-05-15T08:37:03+00:00\",\"dateModified\":\"2025-05-15T12:28:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/\"},\"wordCount\":887,\"image\":{\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/staffglobalgroup.com\\\/wp-content\\\/uploads\\\/IMG_7007-scaled.jpg\",\"articleSection\":[\"Commercial outsourcing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/\",\"url\":\"https:\\\/\\\/staffglobalgroup.com\\\/en\\\/how-to-connect-brand-and-consumer-in-the-beverage-sector-training-technology-and-a-good-brand-ambassador\\\/\",\"name\":\"HOW TO CONNECT BRAND AND CONSUMER IN THE BEVERAGE SECTOR: TRAINING, TECHNOLOGY AND A GOOD BRAND AMBASSADOR - 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