Paramount Liquor and frntlne are partnering to deliver Tik Tok-style video training about alcohol brands to staff working in hospitality across the country.

Responding to the high turnover of staff in the Australian hospitality industry, the new platform provides an alternative to time-consuming and costly traditional training practices. Instead, customer-facing staff members are educated about the products they sell via educational nano-learning videos.

The platform has undergone an initial trial for two brands that Paramount Liquor distributes, with 100 per cent of trainees agreeing it was easy to use and saying they would continue to use the frntlne platform.

Nathan Rowe, CEO of Paramount Liquor, has been impressed by the results of the trial.

“It’s not everyday you come across such an innovative and interactive training concept and we were blown away by the feedback we received after the frntlne trial. In fact, post completion of the training, 100 per cent of participants agreed that they felt significantly more confident to explain or recommend the product to their customers; an incredible result. We’re excited to see how the training continues to evolve and confident that the roll out of the program will dramatically improve frontline hospitality staff’s knowledge and expertise about the brands we are working with across Australia,” Rowe said.

Speaking about his excitement for the partnership, frntlne founder and CEO, Mark John, said: “This new exclusive partnership with Paramount Liquor across Australia positions frntlne as a leading provider of interactive staff training in this country as well as internationally.

“We’re delighted to be working with such a large player in Australia’s alcohol sector and we’re looking forward to transforming the way customers interact with the brands and venues they work with.”

Since its launch in 2021, frntlne has partnered with other retail and consumer clients including Coles, L’Oreal, P&G, Swisse, Mumm Champagne and Bondi Sands. The partnership with Paramount Liquor follows its first international partnership with Octopus Group earlier this year, one of South-East Asia’s largest alcohol distributors.

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