The majority of the learning our brand ambassadors build during the programme comes from hands-on, real-world experience.

Our International Brand Ambassadors build a diverse and robust skill set by educating consumers, implementing digital marketing strategies, planning and executing events, and collaborating with teams across global markets.

We are committed to ensuring that our Brand Ambassadors are fully equipped for their roles and experience meaningful personal and professional growth throughout the programme.

Whether they become social media experts, event organisers, or exceptional presenters, our graduates leave well-prepared for permanent positions—whether within our organisation or beyond.

While hands-on experience is at the heart of our brand ambassadors’ development, we believe that regular, meaningful feedback is essential to their growth. By engaging with managers both in their local markets and with the team at Irish Distillers, brand ambassadors are supported in identifying opportunities to learn, upskill, and gain a deeper understanding of their strengths and areas for improvement.

To ensure clarity and focus, each Brand Ambassador is provided with well-defined performance objectives, giving them a clear vision of what success looks like in their role. As the eyes and ears of the Jameson brand worldwide, our Brand Ambassadors report regularly on their market experiences, offering insights that are invaluable to shaping and strengthening our global strategy.

Formal training accounts for 10% of our training model and is delivered through workshops held throughout the year. Two key learning events are the 3-week Induction Training Programme and the Global Ambassador Summit (GAS).

The award-winning 3-week Induction Training Programme, held annually in August, takes place across all our main locations in Dublin & Cork. This programme equips new international brand ambassadors with the knowledge and skills needed to implement the Jameson brand strategy with excellence in their respective markets. At the Irish Whiskey Academy brand ambassadors gain insights into the history, heritage, and production process of our world-renowned Irish whiskey, as well as its marketing strategy, brand activation, digital marketing, and much more.

The Global Ambassador Summit (GAS), held each January, is a 2-day event that brings together International Brand Ambassadors from Years 1 to 3. It serves as a platform for sharing ideas, market updates, and exploring the future strategy of the Jameson brand globally. GAS is also an opportunity to celebrate success, as we honour outstanding achievements through the Jameson Graduate Programme Awards, affectionately known as The Jemmies.