What Makes a Great Brand Ambassador? Billy Cavallo of Crystal Head Vodka

Editor’s note: Today we are toasting the arrival of autumn with a recipe for a very autumnal cocktail and a profile of brand ambassador Billy Cavallo. Cavallo had over 10 years’ experience as a bartender becoming brand ambassador for Crystal Head Vodka, a NY International Spirits Competition 2022 Gold Winner. Based in Philadelphia, he has been overseeing the East Coast for over 4 years.

What attracted you to the industry?

I started bartending to pay my way through college. After college, I got my start as a part-time ambassador on another brand and grew to love this side of the industry while continuing to bartend at the same time for five years. Crystal Head Vodka noticed my work and sought me out and hired me to be their East Coast Brand Ambassador.

How and when did you get started as a brand ambassador?

I entered a competition for another brand right out of college and won the national-level competition. From that, I became a Brand Ambassador for that brand and worked with them on events for five years on a local and national level. From that work, I was noticed by Crystal Head Vodka, which led me to be hired by them and start a job that would truly change my life.

What is most challenging about being a brand ambassador?

My role in particular as a Brand Ambassador involves wearing many hats. In particular, I cover a vast territory, so maintaining a tight level of organization can be quite challenging and keeping up with as many markets as I can be tough.

What are the qualifications for being a great brand ambassador?

Being a Brand Ambassador means that you are always representing the brand. There is no real off switch. A great Brand Ambassador is fully behind the brand.

When do you think a brand needs an ambassador? 

I think that every brand should have a brand ambassador! Most brands fall within a larger portfolio where reps and market managers have multiple brands. A Brand Ambassador focuses on one brand, knows all the ins and outs and specific details for that brand. Education and the brand story are key for a brand to succeed. Brand Ambassadors are the best roles to educate distributor partners and consumers on the brand and entice new consumers to purchase it.

What does your job entail?

My job is wearing many different hats. On an administrative level, I deal with emails and phone calls throughout the day. I work along with market managers to set up work withs and distributor trainings. I travel to multiple markets up and down the East Coast to do these. I work alongside our marketing and operations teams to make sure the brand is set up for success. Most importantly however, I maintain relationships with my accounts working with them to promote the brand in a way that is successful for both my brand and for them.

What are the biggest misconceptions people have about brand ambassadors?

From personal experience, I feel that the average person doesn’t understand what a Brand Ambassadors does, and I think that this is because every Brand Ambassador role is different. Some are local; some are for On-Prem only, others are national level and do all accounts, on and off. Also, people probably think that we are just entertainers and hold events and don’t actually see all of the other work that goes into a role such as this; the reports, and expense reporting and travel, and the level of organization you need to manage this role.

What do you like best about being a brand ambassador? 

I LOVE meeting so many different people from across the country, from the distributor reps we work alongside to the consumers we meet at accounts and events. I’m a people person, so I thrive off of meeting people and learning about their experiences in the industry.

What trends to do you see right now in the cocktail/spirits world?

Over the past few years I’ve seen a lot of premiumization in the market. People are buying better products for their home bars.

Why did you choose this brand to represent? 

When I was being recruited by Crystal Head Vodka, I said to myself “ I need to truly believe in this brand if I’m going to work for them” So I learned about the brands history, tasted the expressions, and came to learn that there is a true brand story behind Crystal Head and the purity and smoothness of the liquid was something that I would be able to get behind. If a Brand Ambassador can’t be 100% behind their brand, they aren’t doing the job.

What’s your favorite cocktail recipe? 

I’m a sucker for a good Mule, proper copper mug and all. Editor’s note: As we head into autumn, this recipe for Gingerbread Express also hits all the right notes.

Gingerbread Express

Courtesy of Amanda Swanson Beverage Director: Añjeo, Philadelphia, PA

1 1⁄2 oz. Crystal Head Onyx

3⁄4 oz. Espresso

3⁄4 oz. Gingerbread Coco Lopez*

Star Anise

Add all ingredients into a cocktail shaker with ice and shake vigorously. Double strain into a chilled martini glass. Garnish with star anise.

*Gingerbread Coco Lopez: Add 1 can of Coco Lopez to a saucepan with 2 oz. of fresh grated ginger, 2 oz. cinnamon and 1 oz. vanilla paste. Bring everything to a boil while stirring often. Allow to simmer for 15 minutes. Let cool and store in a mason jar.

Is there something surprising about the brand that most people don’t know?

That Crystal Head Vodka is truly a premium spirit and not just a fancy bottle, so don’t just let that bottle sit on your bar! Crack it open and enjoy our premium additive free vodka.