Empathy, Transparency, and Embracing Change With Our Customers

After 33 years in the spirits industry, I thought I knew every trick in the book. But the pandemic has forced us to come up with all new tricks. Right now, we’re doing just that as we overcome industry-wide disruptions to best meet our customer’s needs, especially on-premise.?

As I reflect on the last 20 months or so, I’ve found a few things to be key to navigating the ups and downs to be there for our partners. And these are characteristics that are ever-present in a strong customer partnership.

First: Empathy. Being understanding of the client’s situation is so important. The better we know how rough (or great) their day was, the better we know how to help them.?

At Beam Suntory, our resources, tools, and knowledge are always improving. We’ve rewired ourselves in that we have more information than ever at our fingertips. We’re also better at sharing that information, both internally and externally. We communicate what we know as soon as we know it so that our partners can make plans and manage expectations.

This leads directly into the second key, something our company values highly: Transparency. Being candid with our customers is crucial. We may not have all the answers, no one does, but the best we can do is to try and work with them to develop solutions.

We always strive to be proactive, doing the best we can to support our clients in every way possible, and clearly and openly communicating with them while constantly working to find new solutions—whether that means sending a different product to fill an on-premise need, referring a new vendor or simply being a sounding board. Whatever the situation, the relationship always comes first.?

Third: Embrace change. Businesses everywhere have had to pivot. Adapting to the current situation is a must. In the hospitality space, bars, restaurants, hotels, etc. have always been very nimble and resourceful by nature. It’s one of the best attributes of our industry.?

For instance, we know our partners invest a lot in their menus. We always want them to be able to serve their customers, and we’ll do anything and everything in our power to accomplish this. Luckily in spirits, there is plenty of ability to substitute or pivot. Making a quick switch to something that is in stock is fairly simple.?

I’ve been asked by folks if we’ve had to get creative in specific instances. In a word: Yes. And that makes it fun!

Technology and innovation in the spirits industry will be incredibly exciting to follow in the near future, especially as it reacts to any challenges coming out of the pandemic.

Personally, I consider myself an optimist, and I know we will bounce back. And, no matter what, the Beam Suntory family will continue to support our customers, partners and friends by showing empathy, remaining transparent, and embracing change.