They’ve got a number of distinctive brands — Hendrick’s, Sailor Jerry, Monkey Shoulder, and Solerno spring to mind — and iconic whiskies (counting Glenfiddich and Balvenie among them). And here, you can meet the six-strong team of William Grant & Sons ambassadors and read their tips on how to become a brand ambassador.
Evonne Eadie, Solerno
What made you choose to become a BA?
I knew I wanted to get into alcohol marketing when I first saw that Toohey’s ad with the tongue. The idea of working nine to five never excited me, and I just couldn’t drag myself away from hospitality, so this is definitely my dream role. Being paid to travel around representing a brand you love is extremely rewarding… but it’s very hard to convince people you actually work.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
Put as many strings in your bow as you can. It’s an incredibly varied role, so you never know what little piece of experience may set you apart from the pack. Never stop learning, stay humble, and remember that one of the most valuable assets you have is your reputation.
What are some of the most memorable events you have executed as a BA?
My favourite to date is a Solerno competition I ran last year. Some great drinks, great banter, and presenting a giant cheque was definitely a highlight. I have something pretty exciting planned this year, so you will have to watch this space.
If you were not a BA, what would you be doing?
Before moving to Melbourne to start as an alcohol rep, I was going to start in marketing for a hardware store. I think I made the right choice, it would be a lot less fun selling hammers with a hangover.
Name a famous or inspirational individual you would love to have a cocktail with and why?
I can’t wait to sit down for a few drinks with Lesley Gracie. I’m sure she has a few tasty new creations up her sleeve.
Nick Miles, Sailor Jerry
What made you choose to become a BA?
I had a true love of interacting with the public in a fun environment and being BA for Sailor Jerry gives me that opportunity every day. Not many jobs give you the chance to meet so many rad people while working at big festivals, small bars and bartender events.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
Never give up! Keep pushing and make yourself known for your work in hospitality. Get to know your product and don’t be afraid to ask questions to get down that BA path. Have the confidence to back yourself and keep coming up with creative ideas.
What are some of the most memorable events you have executed as a BA?
All of my events are fun but the real stand-out so far has to be The Sailor Jerry Pins & Pinups… such an amazing ride. Interacting with bartenders from all over Australia and seeing them bowl to win the incredible prize of a trip to Hawaii was a highlight for everyone.
If you were not a BA, what would you be doing?
I would probably try to open my own bar. And in this dream world I would have my amazing cover band “The Kevin Spacey’s” play every weekend rocking out covers of Dolly Parton.
Name a famous or inspirational individual you would love to have a cocktail with and why?
Bill Murray: Fun personality; Down to earth; Crazy talent; Great conversation and inside stories about some of his funny co-stars. [But] mostly… he seems to like a drink. I have been told he even likes to knock back a few SJ’s.
Justin Strzadala, Monkey Shoulder
What made you choose to become a BA?
I was working behind the pine at some bars in Melbourne whilst studying at Uni and I realised that a BA role was right for me based on this simple equation: alcohol plus hospitality equals great times!
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
You need a strong work ethic, a positive personality; to be extremely well-planned and show great initiative — those are solid foundations and yes, experience is key, but nothing beats genuine enthusiasm and the right attitude!
What are some of the most memorable events you have executed as a BA?
Working with a wonderful team from the past comes to mind. As the Monkey Shoulder Ambassador getting the World’s Smallest Bar in Martin Place in Sydney on my first day was awesome. We also just shoved it into a venue in Bondi throughout May.
If you were not a BA, what would you be doing?
Back into the fitness industry; it’s what keeps me sane. I really enjoy helping out plenty of people in trade that want to get fit and healthy, cause we all know this industry can lead to way too many burgers and beers, and burgers….. or selling socks maybe?
Name a famous or inspirational individual you would love to have a cocktail with and why?
Ban Ki-Moon, you tell me a better name that exists on planet earth? Hmmmm…
Laura Hay, Whisky Specialist
What made you choose to become a BA?
I don’t think I ever chose to become a BA. It somehow found me! I love all things whisky and ever since I can remember I just wanted to tell the wonderful stories of my heritage and the world of Scotch whisky. This is my 16th year working in the industry.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
The way I got to where I am today is quite literally hard work and patience. I have worked in near enough all areas of the whisky making process. It was tough and I never thought I’d ever be here in Oz doing what I am doing. My advice to anyone is don’t rush it along. Go get your hands dirty. Experience as many parts of the industry as possible… this will give you the background knowledge and lots of amazing stories!
What are some of the most memorable events you have executed as a BA?
I have had so many amazing events throughout the years! Probably my favourite would be back in Scotland, hosting a whisky masterclass for Sean Connery — that rocked!
If you were not a BA, what would you be doing?
Anybody who knows me would probably know the answer to this. I would be living back in Speyside working at a distillery. Failing that… I would be a movie star — obviously!
Name a famous or inspirational individual you would love to have a cocktail with and why?
100 per cent Frank Sinatra! I have so many questions I would like to ask him!
Richard Blanchard, Whisky Specialist
What made you choose to become a BA?
Working with Greg Sanderson at Eau de Vie Melbourne was a strong influence. He’d always spoken with fondness of his days as a BA. For me, I was lucky to be in the right place at the right time. William Grant & Sons approached me, and with whiskies like Glenfiddich and the Balvenie, you’re not really going to decline that opportunity.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
My advice would be to not take things too seriously. Things like cocktail competitions and brand events are great at networking within Australia, but for William Grant & Sons, being passionate about the brands, the lifestyle, and not being a git have far more relevance.
What are some of the most memorable events you have executed as a BA?
We once took a group of Glenfiddich lovers to Alice Springs, jumped on quad bikes, and spent a few nights camping in the outback with a bloke called ‘Frosty’, drinking Glenfiddich under the stars. Such a simple event, but without a doubt one of the most memorable I’ve ever been on.
If you were not a BA, what would you be doing?
I like to think I’d still be able to sling a passable Daiquiri behind someone’s bar, but to be honest, I think my heart will forever be tied to whisky. The Australian whisky industry is doing so many creative things, I’d love to be involved in some capacity.
Name a famous or inspirational individual you would love to have a cocktail with and why?
Bob Hawke. I’m a Kiwi, so I don’t really get it, but I don’t feel like I’ve done the whole ‘Australia’ thing properly till I’ve had a beverage with this guy. He downs a beer in world record time and you make him Prime Minister? That’s legit.
Morgan Flanagan, Hendrick’s
What made you choose to become a BA?
I’ve always been an enormously social person but love the educational and teaching side that comes with working in cocktail bars. Being a brand ambassador combines them in a wonderful way and also puts me in a place to help guide and mentor the newer generations of bartenders coming through. The fostering of a positive community and culture in our industry is something I’m ridiculously passionate about.
If someone wants to one day get into a similar position, what avenue should they take to become the next BA?
Networking is very important. This doesn’t mean you should go out and get inebriated every night but instead become a respected presence in the industry. Cocktail competitions and events are a great start, even if you don’t win. Being involved across the board, meeting people and travelling are all things that help this. Being a unique and unusual personality is a great start but just be helpful and friendly to your fellow hospitality workers, online and in person!
What are some of the most memorable events you have executed as a BA?
One of the most memorable events I’ve been to was the Hendrick’s Emporium of Sensorial Submersion at the Edinburgh Fringe Festival in 2015. Anything that involves a Quantumphysical Soundscape of Hendrick’s Gin is definitely going to be a great time.
I have a lot of delightfully peculiar events up my sleeve. Hendrick’s is a most unusual gin and a brand that is genuinely committed to making life more interesting. Everyone should be ready for the oddest, most intriguing and definitely some of the most unexpected things to occur.
If you were not a BA, what would you be doing?
Undoubtedly chatting a customer’s ear off behind a bar somewhere. The hosting and hospitality of people will always be a love of mine. Delighting in that moment of unusualness, the peculiar mix of timidity and curiosity followed by joy and wonder when a customer learns something new or tastes something that excites them is something that I will never tire of.
Name a famous or inspirational individual you would love to have a cocktail with and why?
Nikola Tesla would have to be immensely fascinating company. All of his history tells us he had a mind unlike any other. If anyone could help inspire me I’m pretty sure it would be a man who invented all manner of awe-inspiring devices, never slept for more than two hours, and nursed pigeons back to health in his spare time. I don’t believe he even drinks but I’d be sure to tempt him with a Hendrick’s Martini.