There are many misconceptions about the role of brand representatives in the bar industry. Bar Crafts’ Alessandro Nardini dispels the myths and explores opportunities the role affords.
1. Don’t be a dick (classic)
This job is all about people skills and networking. Respecting your peers and showing up with an attitude that helps elevate the industry is crucial. In many ways, this can be a very solitary role, so how you build and maintain relationships matters more than anything else.
2. Reliability (welcome to a routine)
It has very different hours from bartending – up early and ready for bed by 10pm. Night time or weekend events are only occasional, but being on call is part of the deal as is stepping up for special events or resolving issues.
3. Working independently (the lone wolf with heaps of friends)
The role can be surprisingly isolating. Having worked for a small independent brand and a larger portfolio, I can confidently say the experience is very different. When you’re the only person covering a region for a small brand, it can feel lonely with a lack of office banter, minimal mentoring, and limited support.
Yes, you’re visiting venues, seeing old friends, and making new ones, but a lot of time is still spent alone. Larger teams help. Having a kick-ass office to drop into a few times a week can be a breath of fresh air, even if most of your time is still spent on the road.
4. Numbers (yes, you have to know them)
If you think being a good rep is about knowing what lacto-fermentation is or which bourbon cask finished your Scotch, you couldn’t be more wrong.
Knowledge is power, sure. But the job is really about supporting businesses with data, sales opportunities, deals, and contracts.
Understanding ROI, bonus stock, cash rebates, marketing spend, and why promotions exist is essential.
Being data-driven and able to analyse trends and growth opportunities is what makes you effective.
Must-know BDM acronyms:
BDM – Business Development Manager
BA – Brand Ambassador
BM – Brand Manager
MOQ – Minimum Order Quantity
MES – Minimum Executional Standards
ROI – Return on Investment
SKU – Stock Keeping Unit
LUC – Landed Unit Cost
PO – Purchase Order
KPI – Key Performance Indicator
CRM – Customer Relationship Management
EDM – Electronic Direct Mail
5. Organisation and self-control (yes, really)
Organisation is everything. Run plans, consistent calls, action plans. Knowing why you’re walking into each venue gives structure and purpose to your day. Most BDMs work within a mix of the following:
Cold calls – emails, phone calls, or walking in completely cold. Often at the worst possible time. Yes, it happens. I’ve done it myself. Research helps, experience helps more but cold calls are part of the job, you have to deal with it.
Sales calls – the classic sit-down when you talk business with venue managers and owners. Preparation is key and don’t pitch 100 ideas at once. BDMs, especially with big portfolios, can get overexcited and leave venues with nothing but a headache. Pick your wins. Focus on what works best for that venue, this industry runs on trust, it has to be a win-win.
Bar calls (the ‘fun’ ones) – the company card, tasting stock is in the bag and there is great banter over the bar.
This is where professionalism and self-control matter most. It’s very easy to slip back into nightlife bartender mode and party every night with your favourite teams. I’ve seen reps burn out this way more times than I can count.
A quick note to bartenders: reps not showing up for drinks doesn’t mean they don’t care. Many chose this role for routine, health, family, pets, or balance.
6. Rejection, resilience, and not taking it personally (this one hurts)
Think dealing with drunk guests is bad, then try interrupting a bartender during admin time. I say this with love, but bartenders can be feral.
You might get shut down, shooed away, or looked down on. Some people won’t like your brand, your presence, or you at all. That can be the harsh reality of the role, you need thick skin.
Selling is part of the job, yes, but it’s about striking the right deals to ensure longevity, visibility, volume, and rate of sale. The goal is to give bar managers and owners the tools to grow their business. The goal might be to sell a product, but you have to ask the buyer the right question – do they need that product.
If there’s no need, there’s no sale. Sales is about adding value and fulfilling needs. That’s it.
The best operators understand this and stay in regular contact with their suppliers. They build real relationships, share strategies, and unlock opportunities that give their venues an edge.
Look around. The venues killing it near you? They’re usually tight with their suppliers.
Enjoying the perks
It’s not all challenges. This job can open doors to entire career paths we’ll explore in future pieces. You stay connected to the industry you love, but from the other side of the bar. You live the “day walker” life. You learn about products, trends, and how the world of booze actually works at scale.
And yes, there are perks:
9 to 5 routine (a dream for many);
competitive salaries depending on experience and targets;
car allowance or company car with fuel, rego, insurance covered;
merch (your wardrobe will quietly become branded);
personal allocations and staff discounts;
travel, education, training, sometimes even university support; and
additional benefits like gym membership, therapies, and dieticians.
Perks or not, being a brand representative is equally tough and fun, and definitely not for everyone. Hopefully this clears up a few misconceptions and gives you a clearer picture of what actually happens on this side of the bar.
But if you’re looking at hospitality as your long-term plan, the options don’t end here. More to come.