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target) demographic and a restaurant's specifi c promotional and educational needs. Almost all major supplies and brands are bringing on experienced brand ambassadors to market their portfolios. Many of the services they off er can greatly benefi t a restaurant's drinks program and help beverage directors come up with good, new ideas. Brand Ambassador (part of the Bacardi portfolio) for the past three years. For example, he lists judging or hosting cocktail competitions, creating cocktail menus and drinks to showcase the brand, educational speaking, hosting parties, attending conventions and even the odd media appearance among his many and varied responsibilities. Th e strategies also vary depending on a brand's existing (or THE BRAND AMBASSADOR, EVOLVED Meanwhile, the spectrum of "ambassadors" has widened, encompassing beer and wine (not just spirits); part-time and regional roles; and other creative variations. In addition to full-time ambassadors, it's become increasingly transit. "Th e Count gets a LOT of looks as he walks through airports," says Webber, with apparent glee. One measure of success: after a mere six weeks, the Count is so in demand that Buena Vista is strongly considering hiring and training other "Counts" to man the winery while Webber is on the road. WHAT CAN BRAND AMBASSADORS PROVIDE TO OPERATORS? "My relationship with brand ambassadors is crucial," says Webber says. "People remember him. I take photos of everyone with the Count," which he later sends, along with an invitation to visit the winery. Ultimately, "It's about trying to break through to form a personal connection with people." So devoted is Webber, he even wears the costume while in common for working bartenders to moonlight as brand reps, often providing their expertise within a specifi c region. Almost every major supplier these days has a brand ambassador, or two, who they are eager to have work the on-premise market. Some ambassadors also work full-time in a bar or restaurant, giving them added integrity For example, brand liaison Kate Grutman retains her usual position running Sotto, a bar in Los Angeles, even as she promotes Pink Pigeon rum, a brand that debuted in the U.S. earlier this year. "We're just getting started, so I'm able to do both," she explains. Grutman also notes that being a working bartender is helpful in gaining the trust and respect of peers. "It's super important not to be a hired spokesperson, but to be part of the community," she says emphatically. Since Pink Pigeon is an emerging brand for U.S. drinkers, Jennifer Cooke, corporate beverage director and trainer for Phillips Foods, where she oversees seven locations based from Washington D.C. to Newark. In particular, brand ambassadors are valuable for providing "the essence of the product and knowledge base I can't get from anywhere else." However, that knowledge base can manifest in a variety of ways, and operators need to be vocal and communicate their establishment's needs. "Th e idea of education is fi rst and foremost," Grant's Voisey agrees, "but it needs to change with the audience." In other words, a rep for Hendrick's Gin may spend one day explaining the fi ne points of distillation to a group of 10 bartenders and the following day provide a broader, and has an unusual style—as a spiced white rum—Grutman has centered her eff orts around "research and development," tweaking classic recipes like the Daiquiri and educating bartenders how to work with the product. THE WINE TAKE Spirits ambassadors have been so eff ective as marketing tools that wine and beer companies are adding them to their roaster. Consider Buena Vista Winery's mold-breaking variation on the "ambassador" role. In Sonoma, CA, George Webber, a trained professional actor—not a bartender—dons historical costume and accent to morph into "Th e Count of Buena Vista," conveying the winery's history while staying in character. Webber's goals align perfectly with those of traditional brand ambassadors: educate, entertain, and personify a brand. For example, when Webber travels "I introduce myself to everyone," www.cheersonline.com Kate Grutman is the brand ambassador for Pink Pigeon Rum and a bartender at Sotto in L.A. APRIL 2012 | 39