Ever wondered what a Brand Ambassador actually does? The truth is, it’s a broad term that can cover a wide range of roles. Let’s break it down and bring some clarity so you can decide if it’s the right fit for you.
At its core, a Brand Ambassador is someone who promotes or represents a specific brand. While the role can be filled by public figures or influencers, it’s more often everyday individuals who advocate for one brand—or a portfolio of brands—on behalf of a company.
According to Beverage Trade Network, “A Brand Ambassador is a person who represents one or more wine brands, essentially becoming a face for the wine brand and a source of major influence.” They may be located in one place or travel extensively to accomplish their goals.
The responsibilities of a Wine Brand Ambassador may include:
- Tastings and education for consumers, retail/restaurant staff and sommeliers
- Increasing brand awareness to drive sales by promoting products at festivals, trade events, wine tasting, educational seminars and wine dinners
- Building relationships and goodwill by connecting with trade partners, distributors and influencers through public appearances
- Creating content to share through social media to boost brand visibility
Where would you find a role as Brand Ambassador?
- Winery Tasting Rooms
- According to Kevin Krueger, Director of Consumer Sales for Materra Cunat Family Vineyards in Napa Valley, their Brand Ambassadors “are the heart of our direct-to-consumer experience. Whether in the tasting room, during a wine club event, or representing our wines offsite, our brand ambassadors wear many hats – storytellers, educators, relationship builders, and trusted guides”. Different from a typical Wine Educator’s role, Kevin says “our Brand Ambassadors are offered a high level of trust and autonomy. Each team member is encouraged to think creatively, make decisions in the moment, and curate each experience for the individual guest. This flexibility allows for a more authentic and personalized experience”. The most important attributes he looks for when filling this role are “positivity and a genuine passion for hospitality. Napa Valley is home to exceptional wines and stunning wineries, but it’s the people who truly bring a winery to life. Our winemaking team is dedicated to crafting the highest quality wines; in turn our Brand Ambassadors can share those wines with guests from around the world”.
- Wine suppliers
- As a Brand Ambassador for Booker Wines in Paso Robles, Carson O’Conner focuses on market outreach and education. He represents the winery to distributors, buyers and sommeliers across California. His priorities include market visits, distributor work-withs, educational seminars, key account luncheons, wine dinners and private tasting for current and potential club members. He emphasized the importance of wine knowledge, experience and passion to be successful in this role.
- Additional Brand Ambassador Opportunities:
- Public relations agencies such as Colangelo & Partners and Calhoun & Company Communications representing brands at wine trade events and festivals
- In-store product samplings such as D’Vine Taste Promotions
- Event Brand Ambassadors with organizations such as Modern Talent USA, providing brand education and awareness to shoppers and event goers
- Independent Brand Ambassador hosting private tastings such as with Dry Creek Vineyard, Boisset, or Sommsation
- Social Media Brand Influencer as discussed in this previous article.
Like most roles in the wine industry, this job demands hard work and commitment. Before diving in headfirst, there are a few key things worth considering:
- Your level of wine knowledge or expertise
- Your ability to network and build relationships
- Your tolerance for extensive travel
- Your ability to work independently
- Your presentation skills
Now more than ever, the wine world needs passionate, skilled ambassadors who can connect with new consumers and engage the next generation. As I always say, working in wine is more than just a job—it’s a lifestyle.
This series is designed to help you find your place in our industry. Please send any ideas, topics or questions you’d like us to address to Karen.wetzel@outlook.com
Karen Wetzel is a seasoned veteran of the wine industry, currently serving as a Wine Industry Career Coach, Wine Educator, Guest Experience Specialist, and Public Speaker. To schedule a one-on-one career coaching session with Karen, click here.
The views expressed in this article are those of the author and may not reflect the views of Wine Industry Network.
