Isn't Brand Ambassadorship at a Distillery just free booze?

Well, no, not quite – but it is a lot of fun!

Laura Pearce at Little Britain Challenge Cup sponsored by North Point Distillery and Gunner Cocktails

So, what is a Brand Ambassador?

Brand Ambassadors represent a company or brand, promoting their products and services through various channels, including social media, staff training, events, and content creation. 

However, I believe being a Brand Ambassador is not just about doing activations and events, it’s also about building community; it’s about making sure that you bring people to the table, you make that table bigger and that you make authentic connections along the way.

In my role, I get to tell the story of a brilliant, sustainable Distillery, and see the fantastic reception that people have when I share our North Point spirits with them. It’s not something that you just turn off, it totally becomes a part of you to the extent that even on my year’s maternity leave, I was still checking in every shop and restaurant that we went into to see if they stocked North Point spirits, and if not, was it just because they were yet to try it?

It helps tenfold when you agree with the company ethos and love the product, and I think it really shows through event sales. I’ve been a Brand Ambassador for over a decade exhibiting at hundreds of trade shows, all with spirit samples galore, so I’ve sure tried my fair share of Gin, and I can categorically say Crosskirk Bay Gin is my favourite ever Gin. If I wasn’t an employee of North Point, I’d definitely still be a customer, and I think you need that mindset when you are selling, no matter what it is. 

In 2023 my efforts of sharing our Distilleries tales far and wide paid off and I was voted Best Drink Brand Ambassador of the Year for Scotland through the Influential Business Women Awards, and I won the international Best Brand Ambassador title at the World Rum Awards.

Currently, I hold the title of ‘Icon of Gin’ awarded by the World Gin Awards for the Best Brand Ambassador of 2024. James May was the Runner up which, to me, is ridiculously wild. Up until now we’ve been humble and haven’t shouted about our achievements, but this year I want to change that. 

One of the reasons we’ve been quieter in terms of shouting about our award-winning Distillery over the last few years is because we’ve been so busy with production and making our Single Malt Scotch Whisky, Dalclagie. Having focussed so much on Rum and Gin in the past, my role as a Brand Ambassador is going to evolve, just as our Dalclagie Whisky will. I welcome the new Whisky adventure with open arms and look forward to meeting other fellow Brand Ambassadors and Whisky enthusiasts on the way.

ICONS OF GIN 2024 - Brand Ambassador of the Year, Laura Pearce

Are there any perks?

Absolutely! Just like any job, there are plenty of extras that come along with it, such as:

• Getting to travel whilst working, and finding quirky bars and restaurants along the beaten path. 

• Working with the best team and event extras. My husband, Mum, and best pals have all stood beside me selling at shows and we’ve had a blast. 

• Meeting so many interesting customers at shows, and making pals with fellow Distillery reps and folk in the spirits trade, some of whom I now class as close friends.

• Accidentally flirting with King Charles (too niche?) 

• And of course, taste testing! Not only getting to know the spirits you're selling, but also other distilleries’ spirits (responsibly, of course). I didn’t say there wasn’t free booze!

Distillery Ambassador Skills: What Do You Need to Succeed?

If you’re thinking you’d like a go at being a Brand Ambassador, I’ve cut it down to 5 skills I think are key.

1. I believe passion and enthusiasm is the most important trait or skill that a Distillery Brand Ambassador needs. Be genuinely enthusiastic about the Distillery and spirits, and if you are able to convey that passion and positive attitude to others then you’re onto a winner. 

2. Enjoy public speaking and be approachable. You'll need to comfortably and engagingly present information about any range of spirits to various audiences, from small groups to large crowds. Knowledge of the industry and the distillery's processes is key here, too. Bartenders typically make great Distillery Brand Ambassadors as they constantly put on a show from behind the bar, usually whilst speaking to you and getting asked questions – plus they know what tastes good!

3. Strong listening skills: Pay attention to customer needs and feedback, and be able to address their questions effectively. 

4. A thorough understanding of the brand: Know the history, production process, target audience, and key messages of the distillery. A good memory is part and parcel of the game. 

5. Stay organised and have flexibility: Be able to adjust your approach and communication style to different situations and audiences, and be sure to manage your time effectively, especially when traveling, filling out paperwork, and juggling your events calendar.

If you are interested in finding out more – or need some North Point stock – my email is laura@northpointdistillery.com.

Cheers!

Laura Pearce, Head Brand Ambassador