Beam hires five graduates to promote Irish whiskey in the US
Pictured: Stephen Teeling with graduates Ruth Dunne, Michael Egan, Joanne Ryan, Jennifer Graham and Emily Duffy
Drinks giant Beam Inc, which bought Cooley Distillery earlier this year for €71m, has taken on five Irish graduates to promote its whiskey brands in the US.
The five were chosen through IBEC’s Export Orientation Programme (EOP).
The graduates, whose degrees include law, marketing and management, Emily Duffy, Joanne Ryan, Ruth Dunne, Michael Egan and Jennifer Graham, are being assigned to Boston, New York, Philadelphia, Chicago and San Francisco, respectively.
The graduates are currently attending an intensive 10-day induction course at the newly established Kilbeggan Institute of Irish Whiskey Excellence at the Kilbeggan Distillery in Co Westmeath.
There, they are being fully immersed in the whiskey making process and being tutored on how to market Irish whiskey to an overseas audience. They are working with the Kilbeggan distilling team on every aspect of whiskey production from distillation to maturation to ensure that they have a 360 degree understanding of the products they will be promoting.
In addition they are receiving presentation training from UK specialist firm Sustrain UK and will whiskey master class training from Beam’s Irish whiskey global brand ambassador, John Cashman.
“These talented graduates will benefit greatly from being exposed to international best practice in export orientated marketing,” said Beam’s senior global marketing manager for Irish whiskey, Stephen Teeling. “They will be supported by Beam’s US marketing and distribution infrastructure as they promote our portfolio of Irish whiskeys in five major cities in the US.
“This programme has huge potential not only for the growth of our business but also for producing highly skilled people who possess the talent and ability to successfully market Irish products overseas. There is scope to roll this programme out across Europe and in other international markets.”