JANUARY 27, 2017, SAN FRANCISCO – DFS Group, in partnership with The Whisky Ambassador and 15PL Limited, has established DFS, San Francisco International Airport as the first-ever travel retailer in North America to be granted the Whisky Ambassador Venue Accreditation. The Whisky Ambassador program is the world’s first 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 DFS employees to provide specialized assistance to travel retail customers across DFS’ wines and spirits stores at San Francisco International Airport.


“We are excited to partner with The Whisky Ambassador to bring our customers an inspiring and educational experience when shopping for the perfect whisky at DFS, San Francisco International Airport,” said Mark Sullivan, Managing Director, North America, DFS Group. “As interest in whisky grows, we want to provide all levels of customers - whether whisky novices or connoisseurs - with the highest level of service to meet their needs. We’re confident that our staff’s expertise and deep understanding of Scotch whisky, coupled with our fantastic product offering, DFS, San Francisco International Airport will continue to be world traveler’s preferred destination for wines and spirits.”


As the first travel retail location to receive this accreditation in North America and second worldwide after DFS, Singapore Changi International Airport, DFS Group is pioneering a new standard of service in the world of whisky. With Whisky Ambassadors on the sales floor, travelers at DFS, San Francisco International Airport can expect to indulge themselves in and learn about various whiskies from across the globe with tailored tastings for an even more personalized shopping experience.


Since January 2016, DFS Group has invested in the formal Whisky Ambassador training of Sales Associates across the globe to cultivate an innovative and exclusive educational experience in DFS stores. To complete the Whisky Ambassador program, DFS Sales Associates undergo 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 has been rolled out to DFS employees at Singapore Changi Airport, Hong Kong International Airport and San Francisco International Airport.