Brand ambassadors can be excellent assets for craft spirits companies, as long as they approach their role with certain considerations in mind.
"I can’t tell you how often I get asked by people, 'what do you actually do?' says Kirsten "Kitty" Amann , the Boston based brand ambassador for Uncle Nearest Premium Whiskey. Amann hits on a good point. The role of a brand ambassador has changed over time and often depends on the company.
Large, estabished brands, for example, tend to use them as social media influencers, educators ard event organizers, while smaller and nascent craft spirits brands with tighter budgets view them more as salespeople with a deep knowledge and passion about their brand.
“The ambassador is here to have the brand sell more product. If the brand sells more product, we sell more product. So, we want to work hand-in-hand so we can achieve the same goal.”
- Nicolas Palazzi of Pm Spirits
Read more American Craft Spirits
https://issuu.com/americancraftspirits/docs/craft_spirits_february_2020/66