B – like Brand Ambassador
What does the term Brand Ambassador mean?
Translated from English, brand ambassador means a brand representative.
What does a Brand Ambassador do?
He or she presents the company to the public and brings the whisky brand closer to an appropriate target group. His or her aim is to generate new sales opportunities, retain existing customers in the long term and win new fans for 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. It is intended to inspire enthusiasm for the uniqueness and exceptional quality of our premium whiskies and liqueurs. The brand ambassador is the point of contact for our numerous and potential customers at whisky fairs, tastings and other events.
Who is the Brand Ambassador for St. Kilian?
Our Brand Ambassador is Christoph Albietz and only came to whisky by a roundabout route. He originally worked in the wine industry, where he was responsible for the distribution of wine importers. Spirits, including whisky, always played a role in this, so his interest in them was quickly awakened. His intense passion for the “water of life”, as whisky is also known, developed out of pure interest.
What requirements does a Brand Ambassador need to fulfil?
On the one hand, this person must 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 self-confident and authentic. In addition to a great deal of passion and commitment, the brand ambassador must above all be willing to travel. After all, travelling is an essential part of being able to fulfil the role of a brand ambassador.
How can a Brand Ambassador expand his or her knowledge of whisky?
Our Brand Ambassador Christoph, who originally comes from the wine industry, has expanded his knowledge of whisky by attending whisky tastings, fairs and other events. In addition, he has continuously trained himself by watching videos and reading specialist literature. Christoph has also made podcasts on the subject of whisky and in this way has gradually become known in the scene, including among many key figures and opinion leaders in the industry. Christoph concluded that at the end of the day, the brand comes to the ambassador more often than the ambassador comes to the brand.
What does the daily routine of a Brand Ambassador look like?
Christoph Albietz is naturally on the road a lot, travelling from event to event. The aim is to retain existing customers for the St. Kilian brand in the long term, win new fans for our whiskies and liqueurs and make the St. Kilian brand even better known. Sharing information on the various social networks is also one of his daily tasks in order to share information and further expand his personal network. Whenever his time allows, Christoph is on site in Rüdenau to keep up to date with the latest information on St. Kilian’s bottlings and to familiarise himself with the latest developments.
What makes being 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. At whisky fairs in particular, 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.
