Pankaj Arora

About Brown Forman

For more than 150 years, Brown‑Forman has enriched life by responsibly building fine-quality beverage alcohol brands. We are crafters and coopers; all unique individuals united by a shared passion for our quality spirits and dynamic industry. Together, we share a common dedication to demonstrate and ensure there is Nothing Better in the Market.

Brand Education

• Drove Mental availability through brand training to Modern Hospitality professionals at Business priority accounts with coverage of 88%( LY).
• Drove education for drink strategy through bar takeovers at Key cocktail accounts( 80 LY).
• GTR- Worked on a brand training program for GTR Ambassadors covering KSPs, approach, Soft skills, and brand stories. ( Markets - India, Srilanka, UAE)
• Brand training program for internal sales ambassadors ( Off-trade team).
• Developing a plan for an online educational platform to engage with Modern hospitality professionals.

Trade Engagement & Community Building

• Drove engagement, Education & drink for our brands in the form of an immersive engagement platform in 10 cities of India and connected with 1200 + Modern Hospitality Professionals.
• Executed American whiskey legacy cocktail championship( Jack Daniel's & Woodford Reserve) in 8 key cities in India to engage with key accounts across India in 2020.
• A bartender's centric cocktail campaign at cocktail-centric outlets in 7 cities and sales gone over 8500+ cocktails in a month.
• Drove a digital engagement Platform to engage with the trade community during COVID-19 in the form of Trivia, Quizzes, and masterclasses.

Trade Shows

• Drove education and drink strategy for Jack Daniel's Family of brands and super-premium whiskies by participating in the following platforms.
• Spritz Award - An awards ceremony to recognize brands for their best practices.
• Vault - Demonstrated elevated bar experience & mixology credentials for our brands to customers and consumers on the same platform.
• Prowine- Demonstrated elevated bar experience & mixology credentials for our brands to customers and consumers on the same platform.

Consumer Engagements

• Drove education & drink strategy by engaging with consumers directly through India's biggest cocktail platform) India Cocktail Week) and catered to 10k plus consumers in 2 days.
• Developed an international bar exchange program and hosted Aubrey from London for bar takeovers at key cocktail-centric outlets to elevate the mixology credentials for the brand and the global experience for consumers.
• Liquid to-lips paired dinners for super premiums to drive education and perfect serve knowledge among.
• consumers.
• Programmed an elevated cocktail experience with our brands for consumers at music events by getting great freelance talent on boards to create magic and cater to almost 100k consumers.
• Weddings - Developed an exclusive bar program for consumers buying our brands for big weddings.

Budget Planning

Create yearly budget as per the year's advocacy plan

About

Tulleeho is a point advocacy solution for the brands, Tulleeho consults various brands in regard to training program development, community engagements, WSET certification awards, consumer engagement campaigns, events & workshops.

Brand Education

• Maison by Pernod Ricard - Led this category learning program designed & certified by eco hotelier Laussane, Switzerland, and trained 500+ selected Modern hospitality professionals from key business-generating accounts and for super premium brands in the portfolio.
• First Cut by Pernod Ricard - Developed a brand training program for mass accounts and for regular brands
• Bar Masters - Developed a bartender's centric education program to focus super-premium portfolio for Pernod Ricard.
• William Grants & Son - Drove education for on-trade for Glenfiddich.
• Remy Cointreau - Drove education & drink strategy for Cointreau,
• House of Suntory - Developed education program for super premiums for key on trade accounts.
• BMMI, Bahrain - Developed education and engagement platform for BMMI in Bahrain.
• WSET- Certified trainer for Level 1 & Level 2 Wine and Spirit Education ( WSET) for Modern hospitality professionals.
• Global Travel Retails - Programmed and delivered training programs for William Grants & Pernod Ricard.

Trade Shows

• 30 Best Bars India - Worked closely with the team to develop India's first bar rating program in 2019.

Trade engagements & community building.

• Developed and executed competition for Jagermiester.
• Executed a bartending competition for Monin ( Monin Cup )
• Developed and executed Brown-Forman's American whiskey legacy cocktail championship for Modern trade professionals for consecutive 3 years.
• Developed and executed Absolut mash-up ( Cocktail competition for Modern hospitality professionals in India) to build community and strengthen mixology credentials for the
• brand.

Consumer engagements

Developed and anchored liquid to lips experiences for Super premium whiskies for Pernod Ricard ( Royal salute, Aberlour variants, Glenlivet variants).

Hosted whiskey dinners for Indian Single malt whiskey Paul John.

Hosted an exclusive tasting with HNI's for GH MUM champagne.

Programmed session for corporate for Pernod Ricard.

F&B consulting

Consulted various bars & restaurants in regards to bar designs, menus, equipments procurements etc.

Budget Planning

Plan, create, and present year budgets to brands as per plan of projects.

· Supervised all in-house aspects of the restaurant, from in-house decorations to menu selection.

· Managed different areas of restaurant operations such as customer relations, vendors’ relations and inventory control.

· Specialized in training and motivating new staff regarding their work and responsibilities.

· Controlled the overall cash flow daily to meet the weekly expenditures.

· Maintained accounting books regarding employee payroll and sales summaries of the restaurant.

· Helped in promoting business through social media interactions.

· Estimated the weekly beverage consumption and placed orders with suppliers accordingly.

· Beverage custodian of the hotel

· Training staff on Mixology

· Wine trainings

· Training staff on wine and food pairings

· Arranging a wine social dinner for the promotion of the restaurant