Beam sends Irish graduates to US

27 August, 2012

Beam has hired five Irish graduates to promote its Irish whiskey brands in the US.

The graduates were selected through the IBEC Export Orientation Programme (EOP) to promote Beam’s Kilbeggan and Cooley Irish Whiskey.

The graduates, Emily Duffy (Limerick), Joanne Ryan (Waterford), Ruth Dunne, Michael Egan and Jennifer Graham (Dublin), will each be based in one of five US cities; New York, Chicago, Boston, San Francisco and Philadelphia.

During August the graduates are to attend an intensive 10 day induction course at the newly established Kilbeggan Institute of Irish Whiskey Excellence at the Kilbeggan Distillery in County Westmeath.

The graduates are to be “fully immersed” in the whiskey making process and will be tutored on how to market Irish whiskey to an overseas audience. They will also receive presentation training from UK firm Sustrain UK and whiskey master class training from Beam’s Irish whiskey global brand ambassador John Cashman.

Beam’s senior global marketing manager for Irish Whiskey, Stephen Teeling said: “These talented graduates will benefit greatly from being exposed to international best practice in export orientated marketing. 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.”

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Nick Strangeway

Sustainability: No more excuses

COP26 littered newspaper headlines throughout November. The focus was supposed to be on resolving the climate change crisis, but predictably turned into a game of political chess. In the absence of any authoritative leadership, our industry needs to set an example.