It sounds like something akin to James Bond: get paid to travel the country drinking high-end liquors while schmoozing with the rich and beautiful. While that certainly describes some of the experiences of a liquor brand ambassador’s life, it is not the full story. Turns out charm alone does not mean success on the job. There is a lot of knowledge and savvy you have to bring to the table as well. Are you interested in becoming a brand ambassador? Here’s a primer into what goes into the job, how to become one and how to excel at it.
What is a brand ambassador anyway?
Liquor brand ambassadors are the human representative of a liquor company or distributor. They meet with customers, bartenders, merchants, journalists, and salespeople to sell their enthusiasm for the brand. Their work is measured by increased sales and market share. But more than just being enthusiastic, the brand ambassador has to be knowledgeable about their product and have an opinion that is respected in the industry.
Brand ambassador roles vary but they may have more insider influence with a liquor company than an outside consultant, helping with product creation, marketing, and sales. Roles can involve a lot of travel for events and face to face interaction and ability to build substantial relationships in the industry is key.
The salary for a liquor brand ambassador in the United States varies from $37,570 to $140,200 per year, but this does not take into account sales commissions and bonuses based on successful campaigns.
What makes a great liquor brand ambassador?
If it is not obvious from the description, to be a successful brand ambassador, enthusiasm and ease with talking to people is crucial. Working as a brand ambassador means you need to be the human embodiment of a brand: you need to be friendly, welcoming, and open. Beyond those personality traits, this job is firmly within the marketing realm, so knowledge in that area is crucial, as well as experience in the liquor industry. It’s also becoming increasingly common for brand ambassadors to networking and build relationships online by pitching and selling the brand via social media.
More than the average sales job, the brand ambassador has to truly love the product they are supporting. If singing the praises of a brand continually as you travel far from home sounds hard to keep up, you’re probably not the best representative of the brand. As one experienced ambassador stated,“if you’re lying to yourself about enjoying a product, then there is no way you can talk passionately to customers and consumers.”
So how can I become a brand ambassador?
While there is no single direct path to an ambassador job, some particular areas of experience can help. Working in the alcohol industry (as a bartender or bar manager) is immensely helpful. A college degree in marketing is a plus and depending on the company you are working for, certifications in spirits or wine may also be required.
While the life of a liquor brand ambassador does have some glamorous elements, it is also a lot of work. There are only a few for whom this job is a perfect fit. Are you one of them?
FAQs
What is a brand ambassador?
Brand ambassadors are the human representative of a company, or in the case of alcohol brands, a distributor. In the beverage alcohol industry, they meet with customers, bartenders, merchants, journalists, and salespeople to sell their enthusiasm for the brand.
What is a liquor brand ambassadors responsibilities?
Liquor brand ambassadors represent brands to anyone who is involved with the buying and selling of them. They become an extension of a brand’s marketing team, a reliable source of information on the brand, and encourage customers to try the brand either in on- and off-premise brand activations like liquor tastings at bars and stores, or by promoting the brand on social media.
How do I sell myself as a liquor brand ambassador?
If it is not obvious from the description, to be a successful brand ambassador, enthusiasm and ease with talking to people is crucial. Working as a brand ambassador means you need to be the human embodiment of a brand: you need to be friendly, welcoming, and open. Beyond those personality traits, this job is firmly within the marketing realm, so knowledge in that area is crucial, as well as experience in the liquor industry. It’s also becoming increasingly common for brand ambassadors to networking and build relationships online by pitching and selling the brand via social media.
What makes a great liquor brand ambassador?
More than the average sales job, the brand ambassador has to truly love the product they are supporting. Beyond that, you have to be committed to learning as much as possible about a product so you can answer any questions when you are talking to potential customers. You have to be organized, punctual and enjoy talking to strangers.
How much does a liquor brand ambassador make?
The salary of a liquor brand ranges depends on many factors including location, brand, and more but can range from $37,570 to $140,200 per year. Some brand ambassadors are paid hourly while others are on salary.
What skills do you need to be a good liquor brand ambassador?
To be a good liquor brand ambassador, you should have an outgoing personality, strong knowledge of the product you represent and the industry, and marketing and sales know how.
