Campaign Snapshot
The Brief
Luxury Highland Whisky Meets Selfridges Christmas
Two Selfridges flagships. One of Scotland’s most legendary single malt whiskies. The full Christmas gifting window. Our brand ambassadors supported The Dalmore, the Highland distillery with 180+ years of multi-cask maturation heritage, on a two-month Selfridges activation across Birmingham and London, delivering 1,137 live promotional and sales hours on the shop floor through the peak festive buying period.
Our team of six Tier 2 brand ambassadors was hand-picked for luxury retail sales acumen and whisky enthusiasm, then put through two full days of pre-event training: one on Selfridges in-store procedures and one on the Dalmore range. On stand across both venues, our product sampling staff ran live Dalmore tastings for Selfridges shoppers, delivered luxury-standard customer interactions, kept the stand presentation immaculate and processed in-store sales via till and card. 1,065 hours delivered at Selfridges Birmingham across November and December, plus six Christmas-week weekend shifts at Selfridges London closing out the campaign on Christmas Eve.
On The Ground
How Our Staff Supported The Dalmore
- ▸Delivered 1,137 live promotional and sales hours across Selfridges Birmingham and London
- ▸Covered a full two-month Christmas gifting window from early November to Christmas Eve
- ▸Deployed 6 hand-picked Tier 2 brand ambassadors trained specifically for the Dalmore campaign
- ▸Completed two dedicated training days: Selfridges floor procedures and Dalmore range training
- ▸Conducted live Dalmore whisky tastings for luxury Selfridges customers on both floors
- ▸Processed in-store sales directly on stand with till and card payment handling
- ▸Represented the 180-year Dalmore heritage with authority and warmth
- ▸Delivered 1,065 sales hours at Selfridges Birmingham and 72 at Selfridges London
- ▸Maintained the stand at a Selfridges-level standard across every single shift
- ▸Supported peak Christmas gifting traffic across both luxury department store flagships
