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  • Writer's pictureLaura Valentino Romero

Sourcing Brand Ambassadors

Updated: Jul 31, 2023

In the ever-evolving world of spirits and beverages, the role of a brand ambassador has never been more crucial. Finding the right brand ambassador is both an art and a science. Here, we delve into the challenges of sourcing these pivotal representatives and the solutions we've discovered along the way.


Finding Authenticity:

It's challenging to find individuals who genuinely resonate with your brand's ethos or have genuine passion for your brand story or products.

Diverse Representation:

The world of spirits is vast and varied. Ensuring that your brand ambassadors reflect the diversity of your consumer base, both in terms of demographics and preferences, is a challenge.

Knowledge and Education:

While charisma is essential, a deep understanding of your products, its origins, and its unique selling points is equally vital. Not every brand ambassador has willingness to undergo a rigorous education program.

Long-Term Commitment:

The beverage industry is fast-paced. Finding brand ambassadors who are in it for the long haul, and not just a quick partnership, is a significant challenge.

Here are several solutions we have found since we started our business in 2013 on this particular challenge of sourcing brand ambassadors.

Solutions: Deep-Dive Into Onboarding:

Conduct an in-depth onboarding process with potential brand ambassadors. This helps you gauge their genuine interest and alignment with your culture.

Diversity Initiatives:

Brand ambassadors have such a diverse background. By honing in on just looks, you lose such a great opportunity of those brand ambassadors that will take your brand to new heights.

Comprehensive Education Programs:

Create a brand education program that educates your brand ambassadors about your culture, your story, and the products.

Building Relationships:

Instead of one-off partnerships, focus on a long-term relationships with your brand ambassadors. Offer regular check-ins, feedback sessions, and collaborative events to ensure that your brand ambassadors feel valued and connected.

In conclusion, while the journey to find the perfect brand ambassador for your brand has its challenges, it's a journey worth undertaking. The right brand ambassador doesn't just promote a product; they tell its story, share its essence, and create a bond with the audience that's as magical as your brand...hence our Dragon culture. If you are struggling sourcing brand ambassadors, please contact us today and we will be honored to help you or point you in the right direction.

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1 comentário

31 de jul. de 2023

As a brand ambassador, I think it is essential that BAs enjoy and understand spirits and your brand. I see so many others from other companies doing tastings that aren’t interested in the product they are selling or even paying attention (have their ear buds in). I’ve even had someone tell me ‘oh I don’t try to sell, I’m just here for the x dollars.’ she was a younger person who only drinks certain things, is not interested in learning about other spirits and did not sell one bottle during her activation.


With each sip facilitated and every brand story told, we meticulously design moments that resonate, ensuring your brand isn't just tasted, but remembered.

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