The Dalmore at Selfridges 1,137 Hours | 2 Selfridges Flagships

01

The brief

The Dalmore, the Highland distillery with more than 180 years of multi-cask maturation heritage, wanted a sales presence on the Selfridges floor for the full Christmas gifting window.

That meant two months of live tastings and sales across two Selfridges flagships, Birmingham and London, through the peak of festive buying, at a standard that matched the store and the brand.

03

On the shop floor

On stand, our product sampling staff ran live Dalmore tastings for Selfridges shoppers on both store floors, giving every customer a luxury-standard conversation about the whisky in front of them.

The same team handled the sale. Tastings were turned into purchases on the spot, with the ambassadors processing in-store sales directly on stand through the till and by card, so a shopper could taste, choose and buy without leaving the counter.

Between customers the team kept the stand presentation immaculate, at a Selfridges level on every shift, through the heaviest gifting traffic of the season.

04

How it ran

• Birmingham: 1,065 sales hours at Selfridges Birmingham, which carried the bulk of the campaign across both months of the Christmas window.
• London: 72 hours across six weekend shifts in Christmas week at Selfridges London, closing the campaign at the peak of festive gifting.
• Total: 1,137 live promotional and sales hours across both stores.
• Selling: tastings turned into in-store sales, handled on stand by till and card.

05

Why it works

One team ran the whole campaign, from training through to the last weekend in London. Because the ambassadors had learned both the store's procedures and the Dalmore range before they started, the same people could pour, explain and sell, with no handover between a tasting host and a sales assistant.

For luxury spirits, department store tastings and Christmas gifting pushes, our promotional staff and brand ambassadors work in store teams like this across the UK, with local teams through our Birmingham event staff and London event staff.