Top Tip

Retailers should organise employee tasting sessions in the run-up to Christmas, to increase their confidence and knowledge when it comes to recommending products to customers, or simply answering their questions. Back this up with printed tasting notes, which they can hand out to customers at the check out and use to build their own knowledge of the products.

Dan Reuby, customer development director, Pernod Ricard UK

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Email laura.clark@william-reed.co.uk or phone 01293 610225