When on-premise account penetration and support were paramount for RCUSA brands, Soho was tasked to create a team of highly trained BAMs – or Brand Activation Managers to further the success of The Botanist Gin, Bruichladdich Scotch, Mount Gay Rum, and Rémy Martin Cognacs.
Soho hired BAMs to represent the RCUSA Brands and share their passion for spirits with trade and consumers. The BAM’s conducted staff trainings that further educated and excited the account staff about the brands. The BAMs secured cocktail menu placement and executed consumer engagements within key accounts. The program was very successful and was proven to help grow the focus brands.