B – as in Brand Ambassador

What does the term Brand Ambassador mean?

Translated from English, Brand Ambassador means a brand representative.

https://youtu.be/15e5msb12uM

What does a Brand Ambassador do?

He or she represents the company in public and introduces the whisky brand to an appropriate target group. His or her goal is to generate new sales opportunities, retain existing customers in the long term, and attract new fans to the brand.

How important is a Brand Ambassador?

Having a Brand Ambassador for the whisky distillery St. Kilian Distillers is extremely important to us. Because he is the representative of our brands and the face of the company to the outside world. Our Brand Ambassador is responsible for the sustainable image building of the St. Kilian brand. He should inspire enthusiasm for the uniqueness and extraordinary quality of our premium whiskies and liqueurs. The Brand Ambassador is the point of contact for our numerous and potential customers at trade fairs, tastings, and other events.

Who is the Brand Ambassador for St. Kilian?

Our Brand Ambassador is Christoph Albietz, and he only came to whisky through a roundabout route. He was originally active in the wine industry, where he was responsible for the distribution of wine importers. Spirits, including whisky, always played a role, so his interest was quickly piqued. Thus, what started as pure interest developed into an intense passion for the "water of life," as whisky is also called.

What qualifications must a Brand Ambassador have?

This person must, on the one hand, have very good specialist knowledge and be able to identify with the brand. On the other hand, a Brand Ambassador should be open-minded and communicative, as well as confident and authentic. In addition to a lot of passion and commitment, the Brand Ambassador must above all be very willing to travel. Because traveling is an indispensable part of fulfilling the role of a Brand Ambassador.

How can a Brand Ambassador expand their knowledge of whisky?

Our Brand Ambassador Christoph, who originally comes from the wine industry, has expanded his knowledge of whisky by visiting whisky tastings, trade fairs, and other events. He has also continuously educated himself with video contributions and reading specialist literature. In addition, Christoph has made podcasts on the topic of whisky and in this way has gradually become known in the scene, also among many key figures and opinion leaders in the industry. In conclusion, Christoph noted that at the end of the day, the brand comes to the ambassador more often than the ambassador comes to the brand.

What does a Brand Ambassador's day look like?

Christoph Albietz is, of course, on the road a lot, traveling from event to event. His goal is to retain existing customers for the St. Kilian brand in the long term, to win new fans for our whiskies and liqueurs, and to further increase the awareness of the St. Kilian brand. Sharing information on the various social networks is also part of his daily tasks to share information and further expand his personal network. Whenever his time allows, Christoph is on-site in Rüdenau to stay up-to-date on St. Kilian's bottlings and to familiarize himself with the latest developments.

What makes the work as a Brand Ambassador so special?

For Christoph Albietz, it's the people he meets at the various events who share the same passion for whisky. Especially at whisky fairs, he meets many familiar faces, including other exhibitors, brand ambassadors, friends, and acquaintances, because the whisky community is like a big family. Conveying and passing on his knowledge and passion for the St. Kilian brand to existing and new customers is the source of his daily work, from which he can draw.